Determining the Effectiveness of Marketing Activities in Non-Governmental Organizations in the Republic of Moldova

Abstract

This article investigates the effectiveness of marketing activities in non-governmental organizations (NGOs) operating in the Republic of Moldova. The study provides a comprehensive overview of the Moldovan NGO landscape, analyzes digital and traditional marketing strategies employed by major NGO categories, and evaluates their comparative effectiveness. Using a mixed-methods approach that combines quantitative Instagram performance data from AIESEC in Moldova with qualitative assessment of marketing strategies across multiple organizations (UNICEF Moldova, JCI Moldova), the research identifies best practices, common challenges, and strategic gaps. The findings reveal that social media constitutes the primary discovery channel (35.5%), followed by personal recommendations (21.8%) and institutional presentations (16%). NGOs with balanced multichannel strategies demonstrate higher engagement rates. The study concludes with strategic recommendations applicable to the broader NGO sector in Moldova for improving marketing efficiency and social impact. CZU: 339.138:061.2(478); JEL: M31, L31, M37