DIGITAL MARKETING STRATEGIES OF NON-PROFIT ORGANIZATIONS

Анотація

The scientific paper defines the essence of the formation of digital marketing strategies of non-profit organizations. The concept of non-profit organizations and determinants of their development are considered. A general description and assessment of the development of the marketing activity of the Charitable Foundation "Patients of Ukraine" is provided. The Digital marketing strategy of the Charitable Fund "Patients of Ukraine" was formed. The shortcomings of the existing marketing strategy, problems in the use of digital marketing tools by the "Patients of Ukraine" foundation were identified. The external and internal positioning of the organization was studied, and a target audience portrait was drawn up. The main elements of the marketing strategy, which will be used in the further activities of the foundation, have been developed. The main goals of the Digital marketing strategy were determined: increasing the number of the audience, "rejuvenating" the audience, increasing coverage, creating the "Patient of Ukraine" brand, creating a community of patients ready to defend their rights to treatment. Annual and long-term marketing goals and a plan for their implementation were formed, a marketing mix was developed, and non-profit products of the marketing mix were analyzed for the presence of a need for them in society, as well as an analysis of the effectiveness and economic efficiency of the proposed marketing strategy was carried out.

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