НОВІ СТРАТЕГІЇ НЕКОМЕРЦІЙНОГО (НЕПРИБУТКОВОГО) МАРКЕТИНГУ: СУТНІСТЬ ТА ОСОБЛИВОСТІ ЗАСТОСУВАННЯ

Abstract

Improving the level and satisfaction of lifestyle is the basis of constructive, high quality and sound economic development of society. In this context, new problems are constantly arising, which are solved through certain areas of knowledge, among which the main ones are marketing research. In many countries, nonprofit marketing (marketing by government and civil society organizations) faces specific challenges, many of which require prompt response and informed decisions by marketers and managers. Non-profit organizations are an important part of modern Ukrainian society. In Ukraine, since independence, their number has increased dramatically. With this growth, the nonprofit sector has become more interested in the importance of marketing. And although global nonprofits have been using marketing methods since the 1960s and 1970s, this has not yet become a generally accepted practice in Ukraine. Traditional marketing strategies do not work for non-profit domestic organizations, and this article offers an analysis and recommendations for the application of new marketing strategies specifically for this sector. The authors emphasize that the perception of marketing differs in non-profit organizations, and discuss the strategic implications of this conclusion. One of the problems of unprofitable marketing is encouraging people to make donations without receiving anything at once. However, many nonprofits find that social media helps with this, as it allows people to easily share why they donate and encourage friends and family to do the same. In a sense, this is similar to word-of-mouth or “thread-by-thread” marketing. Social media create an experience of working together and give participants a sense of active change in important issues, cause a synergistic effect. In fact, social media now dominates many areas of marketing. This means that non-profit marketers with their limited budgets may be at a disadvantage. Accordingly, one way to improve the ability of a nonprofit organization to use the power of social media, which may include placing some responsibility on each employee to coordinate mass marketing efforts on social media.