In modern conditions, marketing plays an important role in the development of various companies. Now the sector of non-profit organizations is actively developing, the purpose of which is not to make a profit. Marketing of non-profit companies has social and economic significance, because it helps to improve the efficiency of solving the problems of society.

Non-profit organizations act as implementers of social projects and programs. Therefore, the marketing of non-profit organizations is aimed at solving social problems and problems of the consumer and at social institutions that identify their goals with the goals of non-profit organizations.

Features of marketing activities of non-profit organizations:

  • Focus on promoting the organization and its product
  • A marketing strategy is developed to promote the non-profit organization and at the same time attract the necessary resources to fulfil its goals
  • Marketing goals do not deviate from the goals of the organization
  • Marketing management deals directly with the management of the organization
  • Nonprofit marketing operates in a disadvantageous area of ​​the economy

table with people working on projects

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What promotion channels are suitable for non-profits?

A non-profit organization needs a comprehensive promotion strategy that includes working with social networks, websites, media and video content, as well as email newsletters. An integrated approach allows you to develop in several directions at once and rationally distribute efforts.

PR in the media

PR is one of the main tools for building a reputation. A PR strategy involves an integrated approach to working with the image of a non-profit organization. It includes a number of tools that are selected individually for each project. The result of implementing a PR strategy is a natural influx of new customers. Patrons and sponsors also prefer to cooperate only with trusted organizations and foundations.

An important advantage of a PR campaign is a long-term result. If a reputation is built correctly, it will attract clients and sponsors for a long time, even with minimal support.

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Social networks

Social media differ greatly in terms of audience and post types. Different social networks are better suited for different nonprofits.

Instagram is a platform with a young, predominantly female audience. The main format is colorful photos and short videos. It is suitable for projects related to vivid visuals. For example, with art or culture. For other projects, Instagram can become an additional platform for increasing awareness and improving reputation.

If you have several related projects, then it makes sense to create separate pages for each of them. This way, users will only receive information they are interested in.

Facebook’s promotion is similar to Instagram promotion. The main difference between these social networks is the audience. On Facebook, it’s more mature but less active. It will suit all non-profit organizations as an additional communication channel.

TikTok is a new, rapidly gaining popularity social network. Its main audience is teenagers and young people. This is a very active, but unstable audience. The main format of posts on this social network is short music videos. The optimal video length is up to 15 seconds. If you are targeting a youth audience, then TikTok is a good communication channel.

Nowadays, non-profit organizations are just starting