Напрями імплементації маркетингу до вітчизняної практики неприбуткових суб’єктів

Abstract

Досліджено проблеми та перспективи маркетизації неприбуткової сфери України в контексті становлення фінансової парадигми. Представлено результати опитування низки провідних некомерційних організацій України. Виявлені проблеми маркетингу суб’єктів сфер культури і дозвілля, освіти та досліджень, охорони здоров’я, соціальних послуг, природного довкілля, права, адвокасі і політики, благодійних, волонтерських, міжнародних та релігійних організацій, підприємницьких та професійних організацій, спілок, запропоновані напрями їх вирішення.

Исследованы проблемы маркетизации неприбыльной сферы Украины в контексте становления финансовой парадигмы. Представлены результаты опроса ряда ведущих некоммерческих организаций Украины. Обнаружены проблемы маркетинга субъектов сфер культуры и досуга, образования и исследований, здравоохранения, права, охраны окружающей среды, социальных услуг, адвокаси и политики, благотворительных, волонтерских, международных и религиозных организаций, предпринимательских и профессиональных организаций и союзов, предложены направления их решения.

Research results concerning problems of marketization of domestic non-profits in the context of financial paradigm are presented in the paper. The aim of our research is to analyze the dimensions of marketing implementation into non-profit organization activity. The methods of the research are written surveys of leading Ukrainian non-profit organizations, systematic and comparative analysis of scientific literature. The study of the works of native and foreign scientists, as well as our own empirical research allowed to identify the most important factors of intensification of the marketization of domestic nonprofit sphere, including the growth in the number of NPOs at various levels of reduced funding on existing significant donor dependence, increased competition for labour resources, the growing importance of human capacity and marketing culture. Study allows to identify a number of areas of the marketization of domestic NPOs: delineation of consumer and producer of social services through creation of quasi-markets; a shift towards short term contracts on the basis of competition, collateral and tax credit; measurement of the effectiveness of projects and social audit that are more adaptable foundations for the evaluation of the results of NPOs; the focus on the measurability of results, on achieving a positive rate of return philanthropic investments, in attracting donors to ensure the effective management of the organization; strengthening adaptation practices and ideals of business management to the management of NPOs; social enterprise development. In general, the marketization of domestic non-profit sector has a positive impact on social capital in two directions at least. On the one hand, a non-profit organization will become less dependent on public funding or donors, diversifying sources of revenues and gaining some financial independence. The dominance of the financial paradigm in the NPOs will make effectively wasting all the resources of the organization (including temporary) that affect a concentrated cooperation with the most valuable groups or representatives of interest groups, changing course with a total coverage of the entire market, when resources and attention are on targeted approach. On the other hand, NPOs are forced to improve their competitiveness and the quality of services due to competitive pressure in the market by commercial enterprises. The experience of the NGOs of developed countries confirmed the effectiveness of market orientation, such as principles of marketing, as the priority of the needs of consumers and focus on improving the quality of the proposal fully comply with the mission of NPOs.