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A comunicação estratégica no terceiro setor : o papel dos eventos solidários na identidade de marca da Make-a-Wish Portugal
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Esta dissertação explora o papel dos eventos solidários como instrumentos de comunicação estratégica e reforço da identidade de marca da Fundação Make-AWish Portugal. No contexto do Terceiro Setor, onde a diferenciação institucional e a visibilidade junto dos stakeholders são fatores fundamentais e decisivos do posicionamento das organizações sem fins lucrativos, os eventos representam oportunidades poderosas de envolvimento, notoriedade e mobilização social. A investigação tem como questão de partida: "De que forma a Make-A-Wish utiliza os eventos solidários para reforçar a sua identidade de marca?", sendo sustentada por três objetivos principais: compreender como os eventos contribuem para a imagem, divulgação e reputação da organização; analisar a comunicação estratégica numa IPSS com base em eventos; e perceber que tipo de eventos se revelam mais eficazes na promoção dos valores da Make-A-Wish. A abordagem metodológica é qualitativa, com base em entrevistas estruturadas a três agentes-chave: a CEO da Fundação, a responsável de Comunicação e Marketing e uma voluntária de eventos. Esta escolha permitiu obter uma perspetiva estratégica, operacional e experiencial da organização, valorizando a diversidade de visões internas da organização. Como colaboradora da Make-A-Wish, a autora teve também acesso privilegiado a documentos internos e dados institucionais não públicos, o que enriqueceu a análise, e o que originou também uma observação em larga medida privilegiada do objeto em causa, por trabalhar na Make-a-Wish e concretamente participar na organização de eventos desta instituição. Sob pena de não conseguir ser totalmente imparcial face ao objeto, entendeu-se, porém, que este facto enriqueceria a análise, sendo um contributo vantajoso para a exploração e análise desejadas com esta investigação. A revisão da literatura fundamenta-se em autores como Hallahan et al. (2007), Marchiori (2018), Grunig (2008), Argenti (2005), ou Kunsch (2020), abordando temas como a comunicação estratégica, identidade de marca, eventos corporativos, Terceiro Setor e causas solidárias. O caso da Make-A-Wish Portugal é estudado em detalhe, com foco na sua missão, evolução, estrutura, atividades de angariação de fundos e impacto social. Os resultados obtidos indicam que os eventos desempenham um papel relevante na consolidação da imagem da Fundação, acabando por gerar envolvimento emocional, mobilização de recursos e reforço da sua identidade diferenciadora. A realização de desejos é amplificada através da experiência vivida através dos eventos, permitindo não só angariar fundos, como também transmitir os valores e a missão da organização de forma tangível e emocional. A investigação conclui que os eventos são mais do que meras ações promocionais são momentos de concretização simbólica da missão da organização, são em parte a sua razão de ser, com impacto na perceção pública, na fidelização de doadores e na coesão interna entre colaboradores e voluntários. Destacando-se a causa social comum e os eventos como forma de materialização deste propósito.
This dissertation explores the role of charity events as instruments of strategic communication and reinforcement of the brand identity of the Make-A-Wish Foundation Portugal. In the context of the Third Sector, where institutional differentiation and visibility among stakeholders are fundamental and decisive factors in the positioning of non-profit organizations, events represent powerful opportunities for engagement, awareness, and social mobilization. The research starts with the question: “How does Make-A-Wish use charity events to strengthen its brand identity?” It is supported by three main objectives: to understand how events contribute to the organization's image, publicity, and reputation; to analyze strategic communication in an IPSS (Private Social Solidarity Institution) based on events; and to understand what type of events are most effective in promoting Make-A-Wish's values. The methodological approach is qualitative, based on structured interviews with three key agents: the Foundation's CEO, the Head of Communications and Marketing, and an events volunteer. This choice allowed for a strategic, operational, and experiential perspective of the organization, valuing the diversity of internal views within the organization. As a Make-A-Wish employee, the author also had privileged access to internal documents and non-public institutional data, which enriched the analysis and also led to a largely privileged observation of the subject in question, as she worked at Make-A-Wish and was directly involved in organizing events for this institution. Although this meant that she could not be completely impartial towards the subject, it was understood that this fact would enrich the analysis and be an advantageous contribution to the exploration and analysis desired in this research. The literature review is based on authors such as Hallahan, Marchiori, Grunig, Argenti, and Kunsch, addressing topics such as strategic communication, brand identity, corporate events, the third sector, and charitable causes. The case of MakeA-Wish Portugal is studied in detail, focusing on its mission, evolution, structure, fundraising activities, and social impact. The results obtained indicate that events play an important role in consolidating the Foundation's image, ultimately generating emotional involvement, mobilizing resources, and reinforcing its distinctive identity. The fulfillment of desires is amplified through the experience lived through events, allowing not only to raise funds but also to convey the organization's values and mission in a tangible and emotional way. The research concludes that events are more than mere promotional actions; they are moments of symbolic realization of the organization's mission, they are in part its raison d'être, with an impact on public perception, donor loyalty, and internal cohesion among employees and volunteers. The common social cause and events stand out as a way of materializing this purpose.
This dissertation explores the role of charity events as instruments of strategic communication and reinforcement of the brand identity of the Make-A-Wish Foundation Portugal. In the context of the Third Sector, where institutional differentiation and visibility among stakeholders are fundamental and decisive factors in the positioning of non-profit organizations, events represent powerful opportunities for engagement, awareness, and social mobilization. The research starts with the question: “How does Make-A-Wish use charity events to strengthen its brand identity?” It is supported by three main objectives: to understand how events contribute to the organization's image, publicity, and reputation; to analyze strategic communication in an IPSS (Private Social Solidarity Institution) based on events; and to understand what type of events are most effective in promoting Make-A-Wish's values. The methodological approach is qualitative, based on structured interviews with three key agents: the Foundation's CEO, the Head of Communications and Marketing, and an events volunteer. This choice allowed for a strategic, operational, and experiential perspective of the organization, valuing the diversity of internal views within the organization. As a Make-A-Wish employee, the author also had privileged access to internal documents and non-public institutional data, which enriched the analysis and also led to a largely privileged observation of the subject in question, as she worked at Make-A-Wish and was directly involved in organizing events for this institution. Although this meant that she could not be completely impartial towards the subject, it was understood that this fact would enrich the analysis and be an advantageous contribution to the exploration and analysis desired in this research. The literature review is based on authors such as Hallahan, Marchiori, Grunig, Argenti, and Kunsch, addressing topics such as strategic communication, brand identity, corporate events, the third sector, and charitable causes. The case of MakeA-Wish Portugal is studied in detail, focusing on its mission, evolution, structure, fundraising activities, and social impact. The results obtained indicate that events play an important role in consolidating the Foundation's image, ultimately generating emotional involvement, mobilizing resources, and reinforcing its distinctive identity. The fulfillment of desires is amplified through the experience lived through events, allowing not only to raise funds but also to convey the organization's values and mission in a tangible and emotional way. The research concludes that events are more than mere promotional actions; they are moments of symbolic realization of the organization's mission, they are in part its raison d'être, with an impact on public perception, donor loyalty, and internal cohesion among employees and volunteers. The common social cause and events stand out as a way of materializing this purpose.
Descrição
Palavras-chave
Comunicação estratégica Eventos Eventos solidários Terceiro setor Causa social Strategic communication Events Solidarity events Third sector Social cause
Contexto Educativo
Citação
Editora
Licença CC
Sem licença CC