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Marketing in the non-profit activities

Activities and strategies employed by a nonprofit organization that are designed to spread the message of the organization, as well as to solicit donations and call for volunteers. Nonprofit marketing involves the creation of logos, slogans and copy, as well as the development of a media campaign to expose the organization to an outside audience.

Increasingly, not-for-profit organizations have taken to emulating the moneymaking practices of corporations. These days, for example, most charitable institutions market themselves, a practice that once was anathema. This powerful trend has three primary causes: the decrease in funding from the public sector, the increase in competition for funds among an expanding number of not-for-profit organizations, and the rise in funder pressure for not-for-profits to operate in a "businesslike" manner.

Immersed in a capitalistic and materialistic society, development professionals were able to effect a huge change in outlook and behavior after a relatively brief and easy transition. We now are accustomed to calling our constituents "clients" and "customers." We segment our "target market" and develop strategic marketing plans. We focus on the exchange of goods or services for money. In all these efforts, we are aided by board members and other volunteers from the for-profit world who are eager to embrace activities that to them are comfortable and familiar.

25) Management of marketing activity of non-profit organizations has the big economic and social importance as promotes increase of efficiency of the solution of a wide range of problems, paramount for society. Results of this activity are urged to satisfy certain public requirements, and can be brought to the consumer by means of transfer and noncommercial exchange of information, cooperation, trust, respect and support. Therefore, marketing activity plays the defining role in ensuring communication of the enterprise with the market. However in this area not enough attention is paid to questions of marketing, and only separate non-profit organizations define need of use of marketing approach as one of important factors of their effective activity. In this regard, relevance of a problem of research of marketing activity of non-profit organization, its essence, a role and specific features is reasonable.

marketing activity in non-profit organization is an activity which doesn't set as the main objective receiving profit and is directed on increase of efficiency of functioning of non-profit organization due to attraction of economic resources necessary for its providing. It can be marketing policy on attraction of target means, new participants of the organization, volunteers.