Специфични случаи на маркетинг во непрофитни организации (НПО)-стратегија за привлекување на донации од индивидуи
Specific cases of marketing in nonprofit organizations-strategies for attracting donations by individuals

Summary/Abstract: Individuals in developed countries donate more money to non-profit organizations than corporations, foundations or governmental institutions do. Donations by individuals represent almost 80% of the total charity donations. The basic step in understanding the prospective donors is to make a review of the objectives of the non-profit organizations of the offers (goods, services, social behaviour programmes) that would interest the prospective donor. The most efficient tactics tested out over time when it comes to raising funds are the following: focusing on individual donors (each donor is unique and they should be treated as such), focusing on the donor’s benefits (e.g. feeling of pride, feeling of belonging), tactics for asking for a donation, lobbying with the board members (they are also likely to be major donors or to know people who could be).It is important to understand and train marketers on the tasks related to efficient raising of donations beginning from identifying prospective donors of big donations by means of marketing research, through assessment of good perspectives for marketers to know where to spend their precious time and implementation of the strategies for building behavior, which include movement of the activities towards raising the awareness of the interests, wishes, temptations and closing agreements with the donors.

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