In the article the new conceptual approach in the marketing, connected with studying process of development and acceptance of strategy of social marketing by the charitable organization and its influence on increase of an overall performance of the organization is presented. The attention is separately paid to the description of the factors defining features of realization of strategy of social marketing in the charitable organization. Authors consider the scheme of socially-marketing strategy of the charitable organization, its components are opened. Results of development and realization of model of strategy of social marketing are presented to networks of the charitable organizations "Hesed" (Mercy), located in by Ural and Volga region.