The features of marketing mix for non-profit organisations

Mariana Prynko1, Joanna Chudzian2
1 Open International University of Human Development“Ukraine”, 2 Warsaw University of Life Sciences – SGGW
Prynko, Mariana (Open International University of Human Development“Ukraine”)
Chudzian, Joanna; ORCID: 0000-0001-5565-1319 (Warsaw University of Life Sciences – SGGW)
The features of marketing mix for non-profit organisations
Annals of Marketing Management and Economics, 2017, vol.3, nr 1, s. 89-107

Key words

marketing marketing mix non-profit organisations NGOs


This article examines the concept of marketing mix for non-profit organisations. The authors suggest the use of “4Cs+people”, the elements of which include: consumer solution (mission, sphere of influence, role within the sphere of influence, representing common interests and advocacy, values for target audiences within the sphere of influence, goods and services offered for members, recipients and groups in the wider society), consumer cost (for members, volunteers, clients – service recipients, people and companies making individual financial and in-kind donations, organisations’ own employees, the mass media and legislators, employees of large international foundations and society in general), convenience (the place and means by which events are conducted), communication (advertisement, PR, communication strategy, communication style, how easily information can be found) and people (professionalism, attitude to people and job). We believe that this concept represents special features of the service sphere in general and of non-profit organisation operations in particular.