Specifics of Non-profit Organizations' Internet Communications in Russia: Developing a Map of Digital-marketing Tools, Considering the Specifics of Charity Funds and Organizations

During the 2020’s pandemic, the public demand of Russians for the role of non-profit organizations and volunteers increased. At the same time, the role of digital communication tools in the activities of charitable foundations and organizations has increased too. However, the rapid pace of technological progress simultaneously with the constant development of society often does not allow nonprofit organizations, or rather their employees and volunteers, to correctly assess the capabilities of digital tools in the moment and correctly build digital communication for specific goals and objectives of NGOs without the help of professionals. The purpose of the study is to create a map of digital marketing tools used by charitable foundations and organizations, based on an analysis of modern digital marketing tools and the practice of their use by Russian NPOs, as a resource for independent training in the basics of digital marketing by employees and volunteers of Russian NPOs. The research is also aimed at studying the current situation in the field of digitalization of Russian NPOs, as well as describing the best practices of their use of digital marketing tools. The main methods of this study are an analysis of theoretical and practical literature, case studies, a review of current digital marketing tools, and the creation of a media product. As a result, we were able to identify best practices in the use of digital-marketing tools for NPOs, as well as to create a unique media product "Map of digital-marketing tools used by charitable foundations and organizations".