The aim of the article. The aim of the article is the analysis of main marketing components formation for non-governmental organizations and researching the advantages of using modern Internet marketing tools for NGOs in terms of the current economic. The results of the analysis. The analysis of main marketing components for non-governmental organizations and systematization of the known Internet marketing tools were made. The article examines the concept of non-governmental organization and defines the problems of NGOs functioning, which can be solved with the help of a competent marketing plan. Traditional marketing is the process of planning and executing the conception, pricing and promotion and distribution of ideas, goods and services to create exchanges that satisfy the individual and organizational objectives. The concept of social/public marketing aims to raise awareness about important issues our society. Authors research such traditional marketing components for NGOs, as the product, stuff, price, advertising (promotion) and place of service. The «product» of NGOs can be considered as «changed human life» like the help for sick people, improving the ecological environment, solving problems for particular social groups and more. Most of non-governmental organizations have stuff, whose work is paid and volunteer, whom working on a voluntary basis. As donors pay all related costs of their implementation, most NGOs provide their services free of charge, but also writing the project for implementing NGOs products/services required the budgeting on the basis of prices for NGOs services. Place of service for non-governmental organizations are limited to three scenarios: own premises, premises partners or the location of the target groups (customers). The most common promoting instruments for NGO are personal customer advice and recommendations of partner organizations or public bodies. Successful functioning of non-governmental organizations in modern terms is largely dependent on the use of traditional marketing, but it is also important to use specific methods and instruments of the Internet. To the main promotion channels for NGOs through the Internet we can include contextual advertising, media advertising, search engine optimization, social media marketing, social media optimization, viral marketing, guerrilla marketing, direct email marketing, RSS and so on. The relevance, importance and advantages of using modern Internet marketing tools for NGOs were noted. The article is considering the essence of crowdfunding as an important mechanism for the formation NGOs financial resources. It is the practice of funding a project or venture by raising monetary contributions from a large number of people, today often performed via internet-mediated registries, but the concept can also be executed through mail-order subscriptions, benefit events and other methods. Crowdfunding is a form of alternative finance, which has emerged outside of the traditional financial system. Conclusions and directions for future research. The commercial and non-profit marketing have much in common, but at the same time they have some significant differences, depending on the type of mission and objectives. The results of research can be used to deepen the theoretical and methodological principles of determination and application of traditional marketing tools for NGOs. The competent combined using of interactive marketing tools can help to develop NGO, create and maintain a positive image of the organization among potential donors and volunteers. The future research must be directed to study the mechanism of NGOs financial resources formation, which would include the active using of modern possibilities of the Internet.
Keywords: NGO, social (public) marketing, marketing plan, main marketing components, internet marketing, internet marketing promotion channels
JEL Classification: G32, L31, H89.
Cite as: Kotenko, N., Serdiuk S. & Saltykova, A. (2015). Marketing management tools of funding and promotion services of non-governmental organizations. Marketing and Management of Innovations, 4, 20-33. https://doi.org/10.21272/mmi.2015.4-02
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