Development of a Marketing Plan: The Case of Perm Charity Fund “Dedmorozim!”

Student: Kulakovskaia Anastasiia

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Year of Graduation: 2016

This paper determines the necessity of marketing planning in non-profit organizations which execute their activities in conditions of turbulent environment and rivalry for the resources of potential and current charity givers. The communication channels and promotional strategies of the Perm charitable fund “Dedmorozim!” are observed within the paper. With the purpose of making a list of recommendations on the content of a marketing plan the distributional channels are evaluated, marketing activities of the Fund are analyzed, and the attitude of citizens of Perm towards charitable institutions. The results obtained can be implemented by non-profit organizations helping the needy children and directly by “Dedmorozim” to attract and retain current and potential volunteers and charity providers.

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