KEY ASPECTS OF MARKETING FOR VOLUNTEER ORGANIZTIONS

The paper covers the relevance and importance of volunteer concerns, aiming to highlight conceptual, ideological and technological aspects of marketing for volunteer organizations. It is noted that the conceptual aspect corresponds to the model of socially responsible marketing, the ideological aspect reflects the philosophy of charitable missionary work, and the technological aspect ensures adapting marketing policy and its instruments to volunteering specificities and modern challenges. Using the historical method, the paper traces the evolution of marketing and volunteering development, which resulted in value transformation – ranging from commercial context to social and humanistic. The work emphasizes that in the circumstances of war, volunteer organizations are capable of combining marketing, crisis management and mobile logistics efficiently, which ensures the effectiveness of their work. As a result of utilizing the systematic method, the work aggregated a set of principles, values and directions of volunteering which influence marketing policy and outline general mission and perspectives of volunteer movement. Using the methods of analysis and generalization, the paper outlines significant differences in the marketing of volunteer organizations in peacetime, martial law, and post-war reconstruction, as priorities in choosing activities, the market environment, and the nature of needs will change. Based on the comparison method, the author identifies the differences in the marketing of commercial organizations and volunteer organizations. The study outlines the problematic area of marketing for volunteer organizations, which is associated with the lack of clear marketing methods and selective usage of the elements of marketing mechanisms due to objective reasons. The practical value can be obtained from the described specificity of usage of the main marketing elements of volunteer organizations: product, supply chains, communication, pricing policy, which are modified in circumstances of wartime. The author emphasizes the need to continue research, taking into account the trends in the development of the volunteer movement, not only in determining the main activities of volunteer organizations, but also in the issues of regulation and deregulation of volunteering.