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THE COMMUNICATIONS OF
NON-PROFIT ORGANIZATIONS WITH THEIR
STAKEHOLDERS IN THE LIGHT OF THE
DIRECT RESEARCH
1Wioletta Kwak*
Abstract
The paper is devoted to the issue of communication of non-profit organizations with their stakeholders. It presents the addressees of promotional activities, forms of contacting various groups of interest as well as instruments and scope of marketing communication activities undertaken by organizations. The paper is based on the conducted direct research. Proper communication with the environment is vital for non-profit organizations functioning in the market. The surveyed entities used various forms of contacting their stakeholders, both direct and indirect ones. Particular instruments of marketing communication have been used to different extent by the organizations.
Keywords: non-business organization, non-profit organization, stakeholder, communication, marketing communication, promotion.
1. Introduction
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