Direktni marketing u neprofitnim organizacijama
Use of Direct Marketing in Nonprofit Organizations
Apstrakt
Neprofitne organizacije predstavljaju vrlo hetorogen skup organizacija za koje je zajedničko to što služe kao forumi za kreiranje i distribuciju novih ideja. One teže da upoznaju širu javnost sa značajem cilja za koji se zalažu i da dobiju odgovor na poziv za podršku – novac za humanitarne svrhe, glas za političkog kandidata, ili pomoć u postizanju nekog od komunikacionih ciljeva. Nevladine organizacije, kao najprisutniji oblik neprofitnih organizacija, osnivaju se da bi doprinele povećanju nivoa svest javnosti nekoj temi ili pružale pomoć određenoj marginalizovanoj grupi. Instrumenti i tehnike direktnog marketinga se smatraju veoma korisnim za ispunjenje ovako definisane misije jer su oni po svojoj prirodi precizno i ciljno usmereni i zahtevaju direktni odgovor. Sem toga, aktivnosti direktnog marketinga su isplative, troškovi koji nastaju po osnovu njih računovodstveno obuhvativi, a rezultati napora u direktnom marketingu direktno merljivi, što ovaj oblik komuniciranja čini dodatno pogodnim za nevladine organizacije koje po pravilu imaju ograničena sredstva na raspolaganju. U relevantnoj literaturi se najčešće pominju dve osnovne uloge direktnog marketinga u neprofitnom sektoru – prva je vezana za upravljanje odnosima sa saradnicima, a druga za prikupljanje sredstava neophodnih za ispunjenje ciljeva neprofitnih organizacija (fundraising). U ovom radu će, stoga, nakon osnovnih podataka vezanih za funkcionisanje neprofitnih organizacija, biti predstavljene strategije direktnog marketinga koje se koriste za pomenute svrhe.
Abstract
Non profit organizations represent very heterogenus group of organizations which can be determined by the fact that they are being used as forums for creation and distribution of new ideas. Their aim is to raise public awareness on the purpose they promote and get the reply for their initiatives for gaining support in form of monetary sources for charities, vote for political candidate or achieving a communicational goal. Non govermental organizations, as the dominant form of non profit organizations, are being founded with mission to raise public awareness on some issue or provide help to certain marginalized group. The direct marketing instruments and techniques are considered to be very useful for achieving mission formulated that way. They are, by their nature, precisely targeted and objective-oriented and require direct reply. Apart from that, direct marketing activities are cost-efficient, costs that they generate can be shown in financial reports, and results of undertaken initiatives are directly measurable. All the mentioned lead to conclusion that direct marketing is, for addiotional reasons, even more appropriate for NPOs having in mind that they usually have limited aviable resources. In the relevant literature two main roles of direct marketing in non profit organizations are mentioned – managing relations with representatives of stakeholder groups and fundraising. In this paper, therefore,after the facts referring functioning of NPOs, direct marketing strategies used for mentioned purposes will be presented consequently.
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