The specifics of the application of integrated marketing communications non-profit organizations

Abstract

Purpose : the article is devoted to the application of integrated marketing communications by non-profit organizations as a tool for generating and managing long-term relationships with target audiences. There are reflected features of the application of integrated marketing communications in non- profit organizations. Discussion : the authors propose to extend the possible scope of integrated marketing, including: sales promotion; PR; branding; advertising; marketing; direct marketing, the use of which will reduce the negative impact of risks and increase the effectiveness of nonprofit organizations. Results : on the basis of an empirical study on the example of non-profit organizations of the Penza region, the authors have proved the positive impact of the use of integrated marketing communications on their activities in the long term.