ПРОБЛЕМИ РЕЦЕПЦІЇ ІМІДЖУ НЕПРИБУТКОВИХ ОРГАНІЗАЦІЙ МАСОВОЮ АУДИТОРІЄЮ В УКРАЇНІ

<p><strong><em>Purpose of research.</em></strong><em> The article is aimed to study the peculiarities of the image reception of the charitable organizations Come Back Alive, Voices of Children and Superhumans by the mass audience in Ukraine.</em></p><p><strong><em>Research methodology. </em></strong><em>Research methods: observation, comparative, descriptive and generalization. The observation method allowed us to analyze the activities of Ukrainian non-profit organizations and their presence in the information space. The comparative method was used to analyze sociological research in order to identify changes in the level of trust in non-profit organizations. The use of the descriptive method provided the opportunity to describe reception problems and means of solving them, to assess their effectiveness. The generalization method contributed to the identification of general problems and features characteristic of Ukrainian non-profit organizations, to the derivation of general trends and prospects in the industry.</em></p><p><strong><em>Results.</em></strong><em> The article focuses on analyzing and systematizing the factors that influence the perception of the image of non-profit organizations by the mass audience in Ukraine and the means of overcoming the challenges faced by charitable and public organizations in the course of their activities. The author emphasizes that trust is an important factor in the formation of social capital of both each individual organization and charity in general, which affects the overcoming of challenges faced by organizations in the information space. It is noted that the reasons for distrust in the activities of non-profit organizations lie in both historical prerequisites and organizational and communication factors that can be overcome at the operational and strategic levels. The peculiarities of organizational and communication tools used by charitable foundations that are leading in their fields are revealed – the importance of the main techniques that are most effective in overcoming the problems of representation and image formation is outlined.</em></p><p><strong><em>Novelty.</em></strong><em> The scientific novelty of the study lies in a comprehensive consideration of the problems of the image of non-profit organizations by the mass audience in Ukraine, the identification of the main means of overcoming challenges and the analysis of the most relevant data that allow us to determine current trends and prospects for the development of the third sector in the context of social communications.</em></p><p><strong><em>Practical significance.</em></strong><em> The practical significance of the research results lies in the possibility of using structured data in the formation of modules of educational programs on social communications, the formation of a request for further sociological research, as well as the implementation of experience and foreign developments in building an organizational and communication strategy for non-profit organizations in Ukraine.</em></p><p><strong><em>Key words:</em></strong><em> non-profit organization, charity, social capital, social communications, reputation, reception, mass audience, public.</em></p>