Received:
2026-05-11 | Accepted:
2026-07-25 | Published:
2026-09-30
Title
Strategic marketing communication as a driver of public trust and support for non-profit organisations in Slovakia
Abstract
The article examines the role of marketing management in the non-profit sector in the Slovak Republic, with particular attention to public trust, transparency, perceived social impact and willingness to support non-profit organisations. The topic is relevant because non- profit organisations increasingly operate in an environment where their social mission alone is insufficient to secure public support. They must also communicate their activities, results and use of resources in a clear, credible and strategically managed manner. The study is based on theoretical knowledge from non-profit marketing, relationship marketing, accountability, and digital communication, as well as empirical findings from a quantitative survey of the Slovak public. The research focuses on how the public perceives the social importance of non-profit organisations, how trust is formed, which communication deficits are most visible and which factors motivate support. The results show that non-profit organisations are generally perceived as socially important, but this positive perception is not automatically translated into high levels of trust. A significant part of the public remains uncertain or sceptical, especially when financial transparency and evidence of real social impact are not communicated sufficiently. The findings indicate that communication quality, transparent reporting and visible outcomes are among the key determinants of public trust and donor behaviour. The study also confirms that support for non-profit organisations is strongly connected with reputational factors. Trust, transparency, personal experience and convincing evidence of social impact are more influential than general awareness alone. Digital communication has become an important channel for visibility and stakeholder engagement. Still, it requires systematic planning, ethical use of data and consistency between messaging, mission, and real organisational performance. The article concludes that marketing management in the non-profit sector should not be reduced to promotion or occasional campaigns. It should be understood as a strategic system that connects mission, stakeholder relationships, accountability, communication planning and evaluation. Such an approach can strengthen public trust, improve fundraising potential and contribute to the long-term sustainability of non-profit organisations in the Slovak Republic.
Keywords
marketing management, digital communication, non-profit organizations, Slovak Republic, transparency, donor behaviour, public trust
JEL classifications
M37
, M21
URI
http://jssidoi.org/ird/article/269
DOI
Pages
91-98
Funding
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
References
Andreasen, A. R., & Kotler, P. (2014). Strategic Marketing for Non-profit Organizations (7th ed.). Pearson Education https://www.pearson.de/media/muster/ext/9781292056272.pdf
Search via ReFindit
Becker, A., Boenigk, S., & Willems, J. (2020). In non-profits we trust? A large-scale study on the public's trust in non-profit organisations. Journal of Non-profit & Public Sector Marketing, 32(2), 189-216 https://doi.org/10.1080/10495142.2019.1707744
Search via ReFindit
Bekkers, R., & Wiepking, P. (2011). A literature review of empirical studies of philanthropy: Eight mechanisms that drive charitable giving. Non-profit and Voluntary Sector Quarterly, 40(5), 924-973 https://doi.org/10.1177/0899764010380927
Search via ReFindit
Bhati, A., & McDonnell, D. (2020). Success in an online giving day: The role of social media in fundraising. Non-profit and Voluntary Sector Quarterly, 49(1), 74-92 https://doi.org/10.1177/0899764019868849
Search via ReFindit
Cipriano, M., & Za, S. (2024). Non-profit organisations in the digital age: A research agenda for supporting the development of a digital transformation strategy. Journal of Information Technology, 39(4), 499-520 https://doi.org/10.1177/02683962231219515
Search via ReFindit
Csapi, P., & Sárics, S.Z. (2025). The power of marketing: From addiction promotion to social change. Journal Of Information & Optimization Sciences, 46(8), 2661-2673 https://doi.org/10.47974/JIOS-2088
Search via ReFindit
Dethier, F., Delcourt, C., Dejardin, M., & Fossépré, M. (2024). Donor perceptions of non-profit organisations' transparency: Conceptualisation and operationalisation. Non-profit and Voluntary Sector Quarterly, 53(5), 1230-1260 https://doi.org/10.1177/08997640231211212
Search via ReFindit
Elvira-Lorilla, T., García-Rodríguez, Í., Romero-Merino, M. E., & Santamaría-Mariscal, M. (2024). The role of social media in non-profit organisations' fundraising. Non-profit and Voluntary Sector Quarterly, 53(6), 1353-1380 https://doi.org/10.1177/08997640231213286
Search via ReFindit
Gartner, J., Fink, M., Floh, A., & Eggers, F. (2021). Service quality in social media communication of NPOs: The moderating effect of channel choice. Journal of Business Research, 137, 579-587 https://doi.org/10.1016/j.jbusres.2021.08.026
Search via ReFindit
Hersberger-Langloh, S.E. (2025). Between donors and beneficiaries: towards a theory of dynamic two-sided markets. Voluntary Sector Review, 16(1), 2-19 https://doi.org/10.1332/204080521X16118348043171
Search via ReFindit
Hyndman, N., & McConville, D. (2018). trust and accountability in UK charities: Exploring the virtuous circle. The British Accounting Review, 50(2), 227-237 https://doi.org/10.1016/j.bar.2017.09.004
Search via ReFindit
Kotler, P., & Levy, S. J. (1969). Broadening the concept of marketing. Journal of Marketing, 33(1), 10-15 https://doi.org/10.1177/002224296903300103
Search via ReFindit
Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. Journal of Business Research, 131, 183-195 https://doi.org/10.1016/j.jbusres.2021.03.061
Search via ReFindit
Lovejoy, K., & Saxton, G. D. (2012). Information, community, and action: How non-profit organisations use social media. Journal of Computer-Mediated Communication, 17(3), 337-353 https://doi.org/10.1111/j.1083-6101.2012.01576.x
Search via ReFindit
Ortega-Rodríguez, C., Licerán-Gutiérrez, A., & Moreno-Albarracín, A. L. (2020). Transparency as a key element in accountability in non- profit organisations: A systematic literature review. Sustainability, 12(14), 5834 https://doi.org/10.3390/su12145834
Search via ReFindit
Perica, I., & Sodan, S. (2025). Problems of the performance measurement concept for non-profit organisations. Zbornik Veleucilista U Rijeci-Journal of The Polytechnics of Rijeka, 13(1), 259-278 https://doi.org/10.31784/zvr.13.1.18
Search via ReFindit
Rossi, G., Leardini, C., Landi, S., & Piubello Orsini, L. (2024). Go beyond financial and performance information to reach donors: Designing effective online disclosure in the perception of European community foundations. Financial Accountability & Management, 40(2) https://doi.org/10.1111/faam.12384
Search via ReFindit
Rundle-Thiele, S., Mitchell, S.L., Lee, Z., & Hyde, F. (2024). Refocusing marketing effort to support net-positive social impact. European Journal of Marketing, 58(7),1806-1825 https://doi.org/10.1108/EJM-06-2023-0465
Search via ReFindit
Sargeant, A., & Lee, S. (2004). Donor trust and relationship commitment in the U.K. charity sector: The impact on behavior. Non-profit and Voluntary Sector Quarterly, 33(2), 185-202 https://doi.org/10.1177/0899764004263321
Search via ReFindit
Saxton, G. D., & Guo, C. (2011). Accountability online: Understanding the web-based accountability practices of non-profit organisations. Non-profit and Voluntary Sector Quarterly, 40(2), 270-295 https://doi.org/10.1177/0899764009341086
Search via ReFindit
Tao, W., Li, Z. C., Chen, Z. F., & Ji, Y. G. (2021). Public responses to non-profit social media messages: The roles of message features and cause involvement. Public Relations Review, 47(2), 102038 https://doi.org/10.1016/j.pubrev.2021.102038
Search via ReFindit
Werke, S. Z., & Bogale, A. T. (2024). Non-profit marketing: A systematic review. Journal of Non-profit & Public Sector Marketing, 36(4), 603-640 https://doi.org/10.1080/10495142.2023.2290531
Search via ReFindit
Wymer, W., Becker, A., & Boenigk, S. (2020). The antecedents of charity trust and its influence on charity supportive behavior. International Journal of Non-profit and Voluntary Sector Marketing, 26(3), e1690 https://doi.org/10.1002/nvsm.1690
Search via ReFindit
Yoon, C. (2024). Factors Affecting the Adoption of Digital Marketing in Non-Profit Organizations: An Empirical Study. Administrative Sciences, 14(1), Article Number 10 https://doi.org/10.3390/admsci14010010
Search via ReFindit
RSS 1.0