MARKETING PROJECT SUPPORTING NON-PROFIT ORGANIZATION ACTIVITY
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
Non-governmental non-profit organizations (NGOs) are an essential part of a democratic society primarily because they associate a large number of people and provide a wide range of services. Nonpro fit organizations further contribute to the development of economic, political, but above all social life. NGO depends on resources, especially financial ones; it is therefore very important to link the profitable and non-profit sector. At present this trend of linkage has a growing tendency. A large number of NGOs have a problem with financing their own activities, also because the number of organizations is steadily increasing and it is difficult to get to the fore in this competition. That is why in recent years, marketing projects have come to the fore either for the organization or have been created by the NGO itself. A marketing project can bring financial or material resources to a non-profit organization, improve the image of an organization or business, or help with the recruitment of NGO clients. The aim of this article is to draw attention to this fact through a case study of two non-profit organizations operating in the social sphere and businesses that these organizations have established as a marketing project on modern digital technologies. The conclusions are supported by a quantitative and qualitative survey. The results are summarized and the final recommendations are given.
Authors and Affiliations
Pavla Varvažovská, Martina Jarkovská
Keywords
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