Marketing within the nonprofit sector is crucial for establishing trust, attracting resources, and cultivating a positive image for the organization. This article compares marketing strategies employed in both the business and nonprofit sectors, illuminating their significance in the contemporary economy amid ongoing social changes. It examines the key differences in the goals and motivations driving the marketing activities of commercial versus nonprofit organizations, along with the effectiveness of various marketing tools. Theoretical aspects related to the application of marketing and its tools in the nonprofit sector are also analyzed. The article identifies the primary benefits of utilizing marketing in nonprofit organizations and classifies the categories of consumers, understood in this context as stakeholders who are directly engaged in the organization's activities. Additionally, it delves into the role of ethical marketing principles in attracting the target audience. Key principles guiding marketing practices in nonprofit organizations are outlined, revealing characteristics such as social orientation, defined target audiences, distinctive financing methods, and a commitment to achieving socially significant outcomes.

The findings of this study underscore the importance of adapting business marketing strategies to the specific conditions of nonprofit organizations, highlighting the need for further exploration in this domain to enhance public trust and improve communication and engagement with stakeholders.

In conclusion, the article emphasizes that the primary measure of success for marketing activities in the nonprofit sector is their ability to drive social change, raise public awareness, and actively engage citizens in addressing pressing issues. Therefore, marketing serves as an essential tool for ensuring the effectiveness and sustainable development of nonprofit organizations.