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Article

Маркетинговая деятельность российских НКО: взаимосвязь с организационными характеристиками и особенностями управления

The article discusses application of marketing in activities of nonprofit organizations. Based on all Russian survey of NGO leaders (2015, N=850) we describe marketing activities of Russian NGOs, suggest their classification according to the form of the marketing activities they use. We analyze correlations of marketing activites and different aspects of functioning of Russian  NGOs related to organizational characteristics and management specifics. 

We conclude that marketing activities are positively correlated with a larger number of employees and volunteers, young age of the NGO's head, his or her second higher education degree or PhD, large geographic reach, larger number of stakeholders involved in an NGO's activities, higher transparency, higher self-assessment for the previous year.