engleski

Applying social marketing in fundraising activities to civil society organizations

This paper analyses the possibility of application of social marketing on the civil society organizations in the function of fundraising for their programs and projects. Social and economic transition as well as economic recession gradually reduce, or even completely dry out, the number of financial sources for these organizations and endanger the survival of those organizations. Finding new sources of funding becomes therefore the main prerequisite for their sustainable development. As a result, the organizational and program adjustment to the new conditions in their environment as well as the implementation of the appropriate marketing strategy towards potential donors from business sector become major determinants of their business strategy. The choice of the appropriate and efficient marketing strategy becomes the key factor of the survival of the civil society organization, whose financial course implies, without any doubt, its upcoming demise. Through successful application of the chosen marketing methods as well as through connections with business sector, civil society organizations will, besides secure sources of funding, have a number of collateral social benefits and experience general increase of social capital.

social marketing ; civil society organizations ; fundraising ; business sector

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