Cover Page

Cite item


The article considers the always-actual issue of charity. The author notes that in Russia the charity has not reached its mature forms, therefore, for the realization of its socially significant goals the charity organizations need to improve the system of their marketing communications. The article con-siders the forms of marketing depending on the marketing context; shows the importance of volunteer activities; summarizes all components of marketing; explains the need to use the whole complex of inte-grated marketing communications by charity organizations; points to the specific economic and social goals of charity organizations and the non-price essence of charity; reveals the close connection of charity with the institutional context of society and the need to develop new formal and informal institutions to regulate charity activities and contribute to the development of a new system of values in the mass con-sciousness. Throughout the article, the author repeatedly emphasizes that the marketing of charity organiza-tions is a set of interrelated measures and methods aimed at both meeting the needs of consumers and receiving external support. All directions and subsystems of marketing of charity organizations are not only closely interrelated but also interdependent. For example, close cooperation with the media contributes to the formation of a positive image of a charity organization, which is necessary not only to improve its social reputation but also to get financial support of the state and commercial organizations including different corporations.

About the authors

T V Naumenko

Lomonosov Moscow State University

Author for correspondence.
Email: t-naumenko@yandex.ru
Leninskiye Gory, GSP-1, Moscow, 119991, Russia


  1. Birikov M.I. Ponjatie sobytijnogo marketinga [The concept of event marketing]. Prognozirovanie ekonomicheskoj kon’junktury v sistemah marketinga. Uljanovsk; 2000 (In Russ.).
  2. Dubgorin A.A., Guschin M.O. Problema blagotvoritelnosti v Rossijskoj Federatsii [The problem of charity in the Russian Federation]. Bjulleten Meditsinskih Internet-Konferentij. 2014: 4 (11) (In Russ.).
  3. Kotler P. Marketing. Menedzhment. Analiz, planirovanie, vnedrenie, control [Marketing. Management. Analysis, Planning, Implementation, Control]. Saint Petersburg; 1998 (In Russ.).
  4. Markova V.D. Marketing uslug [Marketing of Services]. Moscow; 1996 (In Russ.).
  5. Marchenko Ju.A., Salimova G.A. Rol blagotvoritelnosti v Rossii [The role of charity in Russia]. Ekonomika i Socium. 2014: 2—5 (In Russ.).
  6. Otnoshenie k blagotvoritelnosti v Rossii. Obzor materialov issledovanija [Attitude to Charity in Russia. A Review of Research Findings]. Red. N. Shuvalova. Moscow; 2006 (In Russ.).
  7. Pesotskayja E.V. Marketing uslug [Marketing of Services]. Saint Petersburg; 2000 (In Russ.).
  8. Rossija v tsifrah [Russia in Figures]. Moscow; 2010 (In Russ.).
  9. Sidorina T.Ju. Fenomen blagotvoritelnosti i moralnoe samosoznanie [The phenomenon of charity and moral self-consciousness]. Voprosy Filosofii. 2011: 2 (In Russ.).
  10. Tolmacheva I.A. Biologicheskaja, eticheskaja i ratsionalno-egoisticheskaja priroda blagotvoritelnosti kak osnova institutsionalnyh modelej otechestvennoj blagotvoritelnosti [Biological, ethical, and rational-egoistic nature of charity as a basis of the institutional model of Russian charity]. Obrazovanie. Nauka. Nauchnye kadry. 2013: 6 (In Russ.).
  11. Shekova E.L. Osobennosti marketinga blagotvoritelnyh organizatsij [Features of the charity organizations’ marketing]. http://dis.ru/library/523/25825 (In Russ.).
  12. Shekova E.L. Socialnaja reklama: osnovnye ponjatija [Social advertising: Basic concepts]. Marketing v Rossii i za rubezhom. 2003: 5 (In Russ.).
  13. Kotler N., Kotler P. Museum Strategy and Marketing: Designing Missions, Building Audiences, Generating Revenue and Resources. San Francisco; 1998.

Copyright (c) 2018 Naumenko T.V.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

This website uses cookies

You consent to our cookies if you continue to use our website.

About Cookies