Organization of marketing activities at the non-profit organizations: case study of the Perm charitable fund “Istochnik nadezhdy”

The article emphasizes the necessity of development of the efficient marketing mechanisms for more successful relations of charitable organizations and the society. The authors discuss the role of the marketing in the activities of the non-profit organization by case study of the Perm charitable fund “Istochnik nadezhdy", considering the main problems the fund faces, and analyzing the marketing policy of the fund and its management structure. Basing upon interviews with residents of Perm, the authors make a conclusion of the level of familiarity with the fund and its activities. The research reveals the principle reasons of the ineffective marketing in the organization and develops guidelines for fundraising.