Nonprofit organizations : importance, main features and major managerial challenges

Abstract EN

Nonprofit organizations play role of primary importance in addressing humanitarian issues at both domestical and international levels.

Despite NPOs' huge efforts that resulted in alleviating suffering for millions all over the world, issues remain.

More important results require not only more resources but also more performant management and marketing strategy.

Researches revealed shortcomings in the nonprofit organisations' marketing.

In compliance with marketing researchers advocations Npos should adopt comprehensive marketing strategy towards donators, volunteers and customers (beneficiaries).

In addition, nonprofits should better implement fundraising, their part in cause related marketing and consider social entrepreneurship.