Not-for-profit Marketing Solutions for Sustainable Development of Public Organizations: Case Study of Lithuania

Abstract

The research paper introduces with the not-for-profit marketing function for public orgnizations management. The contribution of not-for-profit marketing in public sector could be recognized as local authorities‘ effort to perform in social, economical or environmental programs and projects for improvement of public infrastructure, services or activities by the help of local communities and entrepreneurs. Moreover the commercial marketing successfully implements objectives of business, but not able to influence societal needs and public learning. Commercial marketing impact less social change of awareness, because the programming of socio-economic indicators is oriented on responsive public needs and demand, but the local authorities have difficulties in engaging financial resources for these purposes. The designed traditional marketing tools are expensive for public affairs. Public organizations are flexible in using commercial marketing with great experience to serve for local communities and stakeholders improving service, raising public confidence and satisfaction. Public organizations‘ efforts to support core public programs, to entail projects for changing behavior of local communities (eg., healthy living program, help for palliative people) or to accept legislation (eg., anti-alcohol control) with the entrepreneurial colaboration is more available. Aim of research – to identify how marketing operates in not-for-profit environment forming responsiveness and partnerships by creating social value and satisfaction.[...]