EFFICIENCY OF STRATEGIC MANAGEMENT OF A REGIONAL CHARITABLE INSTITUTION: RESULTS OF SOCIOLOGICAL ANALYSIS

Kozlenko Olga Borisovna, Senior lecturer, sub-department of social security, Ural State Technical University (Ekaterinburg), okozlenko@mail.ru

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Results of approbation of model of strategy of social marketing of the charitable organisation are presented, the estimation of efficiency from its realisation on an example of activity of a network of charitable organisations "Hesed" (Mercy) located in Uralsk and Volga region regions is made. Within the limits of realisation of the basic strategic directions lines the addressee of the charitable help - the pensioner in modern Russia are defined, the structure of valuable orientations and factors of motivation professional groups-experts on social works is revealed, criteria of quality of charitable services are developed.

strategy of social marketing, requirement, valuable orientations, quality of social services.