MARKETING COMMUNICATION IN NON-PROFIT-MAKING ORGANISATIONS ON THE EXAMPLE OF THE PUBLIC FUND OF THE REPUBLIC OF SLOVENIA FOR CULTURAL ACTIVITIES

Marketinško komuniciranje neprofitnih organizacij je postalo pomemben dejavnik za realizacijo poslanstva posamezne organizacije. Metodologija izvajanja marketinškega komuniciranja v neprofitnih organizacijah je enaka tisti v profitnem sektorju. Bistvena razlika med obema je samo v cilju. Neprofitne organizacije želijo z marketinškim komuniciranjem vplivati na vedenje ciljne skupine in s tem povečati njeno korist oziroma korist družbe kot celote, medtem ko želijo profitne organizacije z marketinškim komuniciranjem povečati svojo korist. V teoretičnem delu diplomskega dela je opredeljeno marketinško komuniciranje v neprofitnih organizacijah. Navedene in opisane so vse faze procesa načrtovanja marketinškega komuniciranja. Na podlagi teoretičnih spoznanj o marketinškem komuniciranju v neprofitnih organizacijah smo v praktičnem delu analizirali marketinško komuniciranje Javnega sklada Republike Slovenije za kulturne dejavnosti in na podlagi analize izdelali predlog programa marketinškega komuniciranja. Predlog zajema novo obliko organiziranosti, cilje in iz ciljev izpeljane strategije marketinškega komuniciranja. Nobena organizacija, naj bo profitna ali neprofitna, ne mora obstajati brez komunikacije s ciljnimi skupinami. Marketinško komuniciranje omogoča organizaciji, da se ciljna skupina organizacije zaveda, pokaže zanjo določeno zanimanje in željo po uporabi njenih izdelkov oz. storitev in na koncu spodbudi k dejanju, ki vodi do uporabe izdelka oz. storitve. Vse te faze lahko organizacija doseže s sistematičnim upravljanjem marketinškega komuniciranja, ki temelji na uspešnem načrtovanju le-tega. JSKD ima s svojo razvejano mrežo območnih izpostav ogromen potencial pri izvajanju marketinškega komuniciranja. S strateškim pristopom in pravilno uporabo instrumentov marketinškega komuniciranja, predvsem osebne prodaje, bi lažje zbrali prepotrebna občinska sredstva. Prav tako bi z uspešnim komunikacijskim programom dvignili zadovoljstvo svojih ključnih odjemalcev — kulturnih društev — in poskrbeli za večjo prepoznavnost in boljšo podobo organizacije v družbi.Marketing communication of non-profit-making institutions has become an important factor for the realisation of the mission of individual companies. The methodology of implementing marketing communication in non-profit-making organisations is the same as in the profit-making sector. The essential difference is only in the goal. The non-profit-making organisations want to use marketing communication to influence the behaviour of the target group and thus amplify its benefit, i.e. the benefit of society as a whole, whilst profit-making organisations want to use marketing communication to enlarge their own benefit. The theoretical part of the diploma paper defines the marketing communication in non-profit-making organisations. It lists and explains all phases of the process of planning marketing communication. The practical part analyses marketing communication of the Public Fund of The Republic of Slovenia for Cultural Activities on the basis of theoretical findings about marketing communication in non-profit-making organisations and provides a proposal for a marketing communication plan. The proposal deals with a new form of organisation, and goals and the strategies of marketing communication derived from these goals. No organisation, profit-making or non-profit-making, can exist without communicating with the target audience. Marketing communication enables an organisation to become known to the target audience, which takes certain interest and shows a desire to use their products or services and in the end encourages towards action, which leads to the use of the product or service. All of these phases can be achieved by the organisation with systematic management of marketing communication which is based on successful planning. JSKD has its own widespread net of regional branches and thus a huge potential in performing marketing communication. The right strategy and the correct use of instruments of marketing communication, especially personal sales, would make the collecting of needed communal funds easier. An aimed and successful communication programme would also raise the satisfaction of the key customers – the cultural associations – and make a wider recognition and better image in society possible