Experiences of fundraising and the interface with social marketing: a case study in the Diadema Social Center
Non-governmental organizations (NGOs) are one of the types of organizations that make up the third sector. This study aims to identify the fundraising strategies used by a Brazilian NGO, to verify the interface between fundraising and social marketing to apply strategies to leverage fundraising. The...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2021 |
| País: | Brasil |
| Institución: | Universidade Católica Dom Bosco (UCDB) |
| Repositorio: | Interações (Campo Grande. Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.multitemasucdb.emnuvens.com.br:article/2864 |
| Acceso en línea: | https://interacoes.ucdb.br/interacoes/article/view/2864 |
| Access Level: | acceso abierto |
| Palabra clave: | fundraising third sector social marketing captação de recursos terceiro setor marketing social recaudación de fondos tercer sector |
| Sumario: | Non-governmental organizations (NGOs) are one of the types of organizations that make up the third sector. This study aims to identify the fundraising strategies used by a Brazilian NGO, to verify the interface between fundraising and social marketing to apply strategies to leverage fundraising. The research was qualitative, using the case study method at the Diadema Social Center. As conclusions, it was possible to evaluate several points that interface with marketing. Managers must try to overcome the barriers that exist in these sectors for the activity implementation and organize it, avoiding dispersion of efforts. Strategic planning must be applied by the sector's institutions, as well as including an appropriate distribution of the different sources of funds. There is a tendency towards centralization for fundraising, which limits collection. Marketing strategies are limited to communication. However, there is diversification of fundraising. Among the various conclusions presented, there is a need to apply social marketing in attracting donations to organizations with social proposals. |
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