FEATURES OF PUBLIC RELATIONSIN THE NON-PROFIT SECTOR - SOCIAL IDEA AS PR

The article studies non-profit public relations, its main idea, types, strategy and examples of successful PR campaigns. The main components of the article are as follows: types and stages of non-profit PR, social movements “for rights” and their role in modern society, “Black Lives Matter” and “ЯМЫ Тихий океан” as the examples of successful non-profit PR campaigns and charity as an effective PR-instrument in Russia. The research methods are analysis and synthesis of literature where non-profit PR is observed, and social media monitoring of popular social movements. Nowadays non-profit PR has become one of the most effective marketing technologies because people tend to buy products and services of companies that are socially responsible. The originality of the article is that it studies non-profit PR as an effective marketing instrument that helps companies to increase their profit. The article concludes that non-profit PR helps not only to improve a company's social image but also to attract new customers and increase sales. It can be useful for those who study public-relations in general and in non-commercial sector.