PROBLEMS AND PROSPECTS OF NON-COMMERCIAL MARKETING: STRATEGIES FOR PROMOTING SOCIAL INITIATIVES

Koryagina Inga, Khayrullin Mars Faritovich, Fursov Аndrew L.

In recent years, the non-profit sector has been dynamically developing in Russia, which leads to an increase in the relevance of non-profit marketing as a tool for solving socially significant tasks. Currently, non-commercial marketing is an important tool for achieving social, educational and environmental goals in the modern world, ensuring the involvement and mobilization of society's resources to solve urgent problems. The article examines the concept of non-commercial marketing, its relevance in modern conditions and types (social marketing, non-profit organization marketing, recruitment marketing, fundraising). Strategies for promoting social initiatives are also presented, among which such as partnerships and collaborations, the use of mass media and social media, educational programs, organization of events, stories and case studies, public speaking and the involvement of celebrities, and the involvement of volunteers are highlighted. In addition, the article presents the problems faced by non-commercial marketing: limited resources, high competition for attention, measurement of effectiveness, lack of professionalism in marketing. To solve the identified problems, it was proposed: the use of digital marketing, the involvement of volunteers and communities, partnerships with commercial organizations, the demonstration of success stories, the use of case methods. Modern technologies and communication methods open up new prospects for the promotion of social initiatives. Understanding the target audience, effective use of digital channels, as well as creating a strong community around the project can be the key to the successful implementation of social goals.

Keywords:non-commercial marketing, marketing, social initiatives, promotion of social initiatives, social projects