Мanaging Organization Image Using Sponsorship and Charity Tools

Abstract

In the article, the author substantiates the relevance of managing the image of an organization by such marketing communication tools as sponsorship and charity. The works of Russian scientists who form the theoretical basis for the study of the features of sponsorship and charitable activities in image management are noted. The author uses such methods as systematization, synthesis, analysis, generalization. Innovative types of sponsorship and charity are considered, as well as the main areas and directions of sponsorship and charitable assistance. The practice of using this type of activity in organizations to manage their image is analyzed. In the course of the study, an analysis of the communication activities of PJSC Sberbank of Russia, in particular such areas as sponsorship and charity, has been carried out. The main areas where this organization mainly directs its efforts in this regard have been identified. The analysis of sponsorship and charitable activities in the organization in the context of its image management is carried out. The charitable and sponsorship activities of PJSC Sberbank of Russia are considered as a tool for creating a favorable image of the organization in the eyes of the target audiences and the general public. Based on the analysis, recommendations are proposed to improve the sponsorship and charitable activities of PJSC Sberbank of Russia in order to manage the image of the organization. It is especially noted that PJSC Sberbank of Russia needs to pay attention to events for families in order to increase confidence in the organization, as well as projects in the field of youth policy to create a new target audience of young people. The recommendations are aimed at creating a real image of PJSC Sberbank of Russia as the closest to what is desired and favorably perceived in the eyes of society. The proposed events will help create a positive image not only in the eyes of the public, but also of the state as a whole, as there is support for federal and regional sponsorship and charity policies.