THE IMPLEMENTATION OF STRATEGIC MARKETING IN NON-PROFIT ORGANIZATIONS IN ISTRIA COUNTY: CHALLENGES AND BENEFITS

Purpose: This paper explores the use of marketing activities and strategies in nonprofit organizations in Istria County, emphasizing the importance of strategic marketing. It examines key elements such as segmentation, targeting, and positioning, as well as resource limitations that affect implementation. Methodology: A questionnaire based on relevant literature was developed to collect primary data. The study included 133 nonprofit organizations in Istria County over four months in 2024. Data analysis involved descriptive and bivariate statistics, including t-tests. Results: Findings show that most nonprofit organizations do not systematically engage in marketing activities or integrate core marketing elements into their operations. Only 18% have a formal marketing plan, and strategic marketing is rarely practiced. Nonetheless, the study revealed several benefits of using strategic marketing, such as improved goal communication, stronger public visibility, enhanced branding, and better retention of donors and volunteers. Strategic marketing also contributes to more efficient resource use, stronger nonprofit identity, and greater alignment with organizational goals. Conclusion: While nonprofit organizations face obstacles in applying strategic marketing, its benefits are significant. Strategic marketing is essential for improving operations, enhancing social impact, and ensuring long-term sustainability.