1.8 : Некоммерческий маркетинг

Nonprofit marketing refers to activities and strategies to promote a cause, address societal issues, or advance a particular set of values.

For example, the World Wildlife Fund uses marketing to raise awareness, secure funds, and foster connections between individuals and the natural world.

The focus is on raising support from individuals interested in the mission without the primary profit motive. In contrast, commercial marketing targets a broad consumer base, emphasizing features, benefits, and brand loyalty to generate profit.

This distinction makes Nonprofit Marketing more complex than commercial marketing.

It is used by charities, NGOs, social enterprises, educational institutions, healthcare, cultural entities, and government agencies with mission-driven goals.

Effective nonprofit marketing strategies enhance fundraising, attract volunteers, create a strong community image, and generate stakeholder interest, enabling nonprofits to fulfill missions and have a greater impact.

The marketing strategies include social marketing for societal behavior influence, relationship marketing for long-term connections, and cause-related marketing for channeling a portion of profits from partnering businesses toward a nonprofit cause.