МАРКЕТИНГ У ГРОМАДСЬКИХ ОРГАНІЗАЦІЯХ ЯК ІНСТРУМЕНТ ЗАБЕЗПЕЧЕННЯ СТІЙКОГО РОЗВИТКУ: ЕВОЛЮЦІЯ ПІДХОДІВ ТА СУЧАСНІ ПРАКТИКИ
Анотація
У статті досліджено концептуальні та практичні засади використання маркетингу як інструмента забезпечення стійкого розвитку благодійних організацій. Розкрито роль маркетингових стратегій у формуванні довіри, залученні донорів і підвищенні ефективності комунікацій у неприбутковому секторі. Методологічну основу становлять системний і порівняльний підходи з елементами контент-аналізу. Результати засвідчили, що інтеграція маркетингу у діяльність фондів сприяє зростанню рівня залученості стейкхолдерів, зміцненню репутаційного капіталу та підвищенню соціальної ефективності організацій. Практичне значення дослідження полягає у можливості застосування аналітичної моделі оцінювання маркетингової ефективності для підвищення стійкості неприбуткових структур в Україні.
Посилання
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Coetzee, C. (2022). Digital engagement strategies for NGOs. IntechOpen.
Dolnicar, S., & Lazarevski, K. (2009). Marketing in nonprofit organizations: An international perspective. International Marketing Review, 26(3), 367–388. DOI: https://doi.org/10.1108/02651330910960780
Drucker, P. F. (2006). Managing the non-profit organization: Principles and practices. HarperCollins Publishers.
Hart, T. R. (2002). ePhilanthropy: Using the internet to build support. International Journal of Nonprofit and Voluntary Sector Marketing, 7(4), 353–360. DOI: https://doi.org/10.1002/nvsm.192
Helmig, B., Ingerfurth, S., & Pinz, A. (2014). Success and failure of nonprofit organizations: Theoretical foundations and empirical evidence. Voluntas, 25(6), 1509–1538. DOI: https://doi.org/10.1007/s11266-013-9402-5
Hume, C., & Hume, M. (2015). The critical role of internal marketing in nonprofit organizations. International Journal of Nonprofit and Voluntary Sector Marketing, 20(4), 250–263. DOI: https://doi.org/10.1080/10495142.2014.934567
Hu, Q., & Kapucu, N. (2015). Can management practices make a difference? Nonprofit organization financial performance during times of economic stress. European Journal of Economic and Political Studies, 8(1), 1–18.
Kotler, P., & Lazer, W. (1969). Marketing management and social change. Journal of Marketing, 33(1), 46–50. DOI: https://doi.org/10.1177/002224296903300111
Kotler, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, 35(3), 3–12. DOI: https://doi.org/10.2307/1249783
Kreutzer, K., & Jäger, U. (2011). Volunteering versus managerialism: Conflict over organizational identity in voluntary associations. Nonprofit and Voluntary Sector Quarterly, 40(4), 634–661. DOI: https://doi.org/10.1177/0899764010369386
Lee, S. M. (2019). Strategic marketing in nonprofit sector. International Journal of Nonprofit and Voluntary Marketing, 24(2), 100–113.
Ivaniuk, M. (2023). Sotsialnyi media marketynh (SMM) yak faktor rozvytku imidzhu blahodiinykh orhanizatsii [Social media marketing (SMM) as a factor in the development of the image of charitable organizations]. DOI: https://doi.org/10.5281/zenodo.17541417
Maier, F., Meyer, M., & Steinbereithner, M. (2016). Nonprofit organizations becoming business-like: A systematic review. Nonprofit and Voluntary Sector Quarterly, 45(1), 64–86. DOI: https://doi.org/10.1177/0899764014561796
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Najev Čačija, L. (2018). Marketing for improved sustainability in nonprofit organizations. University of Zagreb Press. DOI: https://doi.org/339.138:061.2
Parthasarathy, S. (2013). Marketing for sustainability: Challenges and opportunities in the nonprofit sector. Journal of Marketing for Social Impact, 4(1), 28–62.
Sargeant, A., & McKenzie, J. (1998). The lifelong donor journey: Relationship marketing in the voluntary sector. International Journal of Nonprofit Marketing, 4(1), 23–37.
Sanders, M. (2020). Social value creation in nonprofit marketing. Journal of Social Enterprise Studies, 5(3), 201–216. DOI: https://doi.org/10.1177/0899764013508
Seitanidi, M. M., & Crane, A. (2009). Implementing CSR through partnerships: Understanding the selection, design and institutionalization of nonprofit-business partnerships. Journal of Business Ethics, 85(2), 413–429. DOI: https://doi.org/10.1007/s10551-008-9743-y
Tabaku, E., & Mersini, M. (2014). Marketing strategies of nonprofit organizations. Academic Journal of Interdisciplinary Studies, 3(7), 45–52.
Ivaniuk, M. (2023). Sotsialnyi media marketynh (SMM) yak faktor rozvytku imidzhu blahodiinykh orhanizatsii [Social media marketing (SMM) as a factor in the development of the image of charitable organizations]. DOI: https://doi.org/10.5281/zenodo.17541417
Werke, K., & Bogale, B. (2024). Sustainability-oriented marketing in nonprofit sector: Strategic perspectives for emerging economies. Journal of Nonprofit & Public Sector Marketing, 36(2), 122–140. DOI: https://doi.org/10.1080/10495142.2023.2290531
Wymer, W., & Boenigk, S. (2020). The meaning and measurement of nonprofit marketing performance. Nonprofit and Voluntary Sector Quarterly, 50(1), 65–88. DOI: https://doi.org/10.1002/nvsm.1690
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