Marketing communication of non-governmental organizations (theoretical aspect)

In this article the author analyzes Polish Non-Governmental Organizations in the context of their need to use marketing tools. Economic and social situation, in which they are functioning, imposes changes in management that must reflect the real situation, in which non-profit organizations compete with each other on the free market. The work is divided into two parts. The first part focuses on the functional aspect of the NGO, its legal, economic and social conditions. The second part, in turn, focuses on the marketing aspect. The author presents different concepts related to the implementation of communication and promotional strategies in such a specific statutory entity as NGO. Everything tends to point the necessary road that American or Western European organizations already follow, and which Polish third sector has not yet fully accepted – road of marketing communication, as one of the key drivers of profitability.
 

In this article the author analyzes Polish Non-Governmental Organizations in the context of their need to use marketing tools. Economic and social situation, in which they are functioning, imposes changes in management that must reflect the real situation, in which non-profit organizations compete with each other on the free market. The work is divided into two parts. The first part focuses on the functional aspect of the NGO, its legal, economic and social conditions. The second part, in turn, focuses on the marketing aspect. The author presents different concepts related to the implementation of communication and promotional strategies in such a specific statutory entity as NGO. Everything tends to point the necessary road that American or Western European organizations already follow, and which Polish third sector has not yet fully accepted – road of marketing communication, as one of the key drivers of profitability.