IMPACT OF MARKETING IN NON-PROFIT ORGANISATIONS ON FUNDRAISING

U radu se istražuje uloga marketinga u neprofitnim organizacijama na prikupljanje sredstava (fundraising). Rad opisuje sam pojam neprofitnih organizacija i njihovu ulogu u društvu, kako je marketing povezan s njima te kako oblikuju strategiju marketinga. Rad je fokusiran na načine i izvore prikupljanja sredstva koje neprofitne organizacije koriste, te kako marketing pomaže u ostvarenju njihovih ciljeva odnosno resursa, što je kroz primjer iz prakse pokazano. Neprofitne organizacije su sve one organizacije kojim cilj postojanja nije stvaranje dobiti (kao kod profitnih organizacija) već da teže ostvarenju nekog javnog interesa, a da bi to mogli postići potrebni su im resursi. Cilj ovog rada bio je prikazati da i neprofitne organizacije bile toga svjesne ili ne, koriste marketing aktivnosti da bi ispunile svoje planove, a oblik marketinga koje koriste ima veliki utjecaj na količinu prikupljenih sredstva.This paper examines the role of marketing in non-profit organizations to raise funds (fundraising). It describes the very concept of non-profit organizations and their role in society, how marketing is associated with them and how they shape their marketing strategy. The work is focused on ways and resource recovery means that non-profit organizations are using, and how marketing helps in achieving their goals, that is gathering resources, as the case study demonstrated. Non-profit organizations are those organizations whose target existence is not profit-making (unlike profit organizations) but to achieve public interest and to be able to collect the necessary resources. The aim of this study was to show that the non-profit organizations, whether aware of it or not, use marketing activities to fulfill their plans and the form of marketing that they use has a major impact on the number of collected funds