Marketing tools of non-governmental organizations for attracting sponsorships

Abstract

The purpose of this article is to point out the marketing tools, which determine non-governmental organization’s success and activity’s efficiency. Specifically, what kind of marketing strategies are there and how should the organization operate to attract the attention of sponsors, so they would be stimulated to invest. Furthermore, article aims to find out what kind of marketing tools non-governmental organizations in Lithuania use and how they catching an attention of society. Funds are the most important component of non-governmental organizations, that allows them to work effectively and improve the quality of life of people, since non-governmental organizations cannot get enough support from the government. Apart from analysis of the literature, several non-governmental organizations and their marketing tools comparison was made. It allowed to see their efficiency by attracted funds in numbers. Therefore, the organizations studied could notice a behaviour and opinion of society, and apply only those methods, which are the most effective nowadays.