Utjecaj okruženja na marketinško pozicioniranje SOS Dječjeg sela Hrvatska
Effect of Environment on Marketing Positioning of SOS Children’s Village Croatia

Summary/Abstract: Post-war events in the Republic of Croatia resulted in a large-scale growth in the number of nonprofit organisations. A series of problems make their functioning difficult, from legal framework and funding sources to poor motivation for volunteer work. A systematic application of marketing improves the functioning of non-profit organisations and at the same time contributes to the fulfilment of the set vision and mission. SOS Children’s village Croatia is used as an example of non-profit organisation facing lack of donation sand poor recognisability by the public. The analysis of research material shows that the majority of respondents consider themselves to be socially sensitive and consequently as having high humane awareness. Nevertheless, at SOS Children’s village Croatia they believe they have done good marketing targeting their groups of interest, which is in contradiction to the results of research that lead to the conclusion that respondents are insufficiently informed about marketing activities. Given that a certain part of the public is distrustful towards non-profit organisations, it is necessary to use marketing in order to familiarize them with the functioning and needs of this organisation so as to increase the public’s sensitivity towards these issues.

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