DIGITAL MARKETING FOR SOCIALLY RESPONSIBLE NON-PROFIT ORGANIZATIONS: OPPORTUNITIES AND PROSPECTS FOR GROWTH

Abstract

Introduction. In Russian Federation, the number of non-profit organizations (NPOs) whose activities are aimed at solving social problems is increasing. Marketing, acting as a tool for organizing effective interaction, helps to use limited resources efficiently and optimal-ly meet the needs of market participants. The use of digital marketing tools in the activities of socially oriented non-profit organizations (SO NPOs) is a promising area for improving the ef-fectiveness of their activities. Despite the practical importance of adapting the marketing ap-proach to the management of non-profit organizations in the social sphere, the insufficient level of representation of such research in scientific discourse is dismissed. Materials and methods. The article proposes a digital marketing implementation model for SO-called NGOs based on the TOE (Technology – Organization – Environment) concept Technological and organizational factors are considered as internal aspects of the company, and the external environment is repre-sented by various external factors. HSE research and data from the Federal State Statistics Ser-vice are used to analyze the digitalization of the NGO sector in Russia. Research results. During the analysis of the technological aspect, it was found that socially oriented non-profit organiza-tions in Russia actively use digital technologies for both internal and external communication, as well as for document processing. However, such areas as organization management and data analysis remain the least digitalized areas of NGO activity. It is determined that the main organ-izational factors are the presence of a specific social goal and its priority in making managerial decisions, as well as limited financial and human resources. External factors contributing to the digitalization of NGO activities are associated with a change in the technological paradigm and increased competitive pressure. Discussion. The study showed that a key factor in the successful implementation of digital marketing in SO NPOs is its compliance with the goals of the organi-zation aimed at meeting social needs. The marketing approach optimizes the use of limited re-sources, providing the most effective solution for consumers. Conclusion. Digital technologies have significant potential to achieve these goals. The functionality of digital marketing and its application in the sector of SO-called NGOs are discussed.