Abstract
The article discusses the features of positioning socially oriented non-profit organizations, ensuring their successful interaction with the government and society. The author reveals the most significant aspects of creating an image, describes the difficulties that non-profit organizations of a social orientation encounter when trying to create it. The most affordable promotion tools are identified, taking into account the lack of financial resources and other resources necessary for the purposeful formation of public opinion. The experience of working with non-profit organizations of the Novosibirsk city and the Novosibirsk region, aimed at enhancing the activities of their participants in the field of social marketing, is analyzed. Specific examples of the implementation of effective measures by non-profit organizations that increase the positive attitude towards them on the part of the population and government representatives are given.