Brand formation of non-profit organizations as a factor of increasing trust among stakeholders

In modern Russian society, due to the increasing importance and role of non-profit organizations, there is an urgent need to find approaches and methods to increase the trust of stakeholders in them. One of the key areas of building trust in the activities of non-profit organizations is a well-developed marketing strategy that includes branding. Hence, the purpose of the study is to study the features of the brand formation of non-profit organizations as a factor contributing to increased trust among stakeholders. The goal involves solving the following tasks: studying the specifics of the marketing approach of non-profit organizations; analyzing the brand of a non-profit organization in building trusting relationships with stakeholders; substantiating the importance of using social networks in forming trusting relationships with stakeholders. The key research method is the analysis of foreign scientific literature, as well as expert opinions. As a result of the research, the following results were obtained: differences in the marketing approaches of commercial and non-profit organizations were revealed; The relevance of using the H2H strategic approach with an emphasis on developing ties and relationships with stakeholders is outlined; in terms of recommendations for building a strong brand as a basis for strengthening trusting relationships with stakeholders, the idea of the need for wider use of social networks as a platform for multilateral communications and opportunities for more effective mutual discussion of socially important issues is substantiated. which are addressed by the activities of non-profit organizations.