Abstract:
Nowadays, marketing has become a process serving societies' interest rather than a business focus. This new concept, called social marketing has been evolved from business profits to an interest of individuals and societies. At this stage, nonprofit organizations (NPOs) came into prominence and they have targeted social wounds. However, the continuity of these benefits is possible only with the sustainability of these organizations, and the sustainability is related to Generation Y's sense of responsibility. The main purpose of this study is to look at Gen Y's sense of responsibility from a NPO perspective. Thus, in-depth interviews are conducted with nine project managers of NPOs. Then, the relationships between NPOs, Gen Y and sustainability are examined.

Keywords: Non-Profit Organizations, Social Responsibility, Generation Y

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