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Abstract(s)
Esta investigação pretende evidenciar a forma como a comunicação estratégica pode ser
implementada com eficácia numa organização sem fins lucrativos (OSFL), analisando
técnicas de marketing e as atuais tendências de comunicação internacionais no terceiro
setor, bem como as melhores práticas de OSFL portuguesas. Propõe-se um plano de
comunicação para a Fundação CEBI, num programa de fundraising, para que numa
situação ótima, o mesmo seja encarado como conhecimento para outras instituições do
terceiro setor.
Atualmente são vários os desafios que se apresentam às OSFL. Portugal quando
comparado com outros países da União Europeia, possui um setor da sociedade civil
“fraco”, que em tudo beneficiará com conceitos de comunicação e de marketing, imbuídos
num plano estratégico de ação. Através da revisão de literatura e da consulta aos
associados do Centro Português de Fundações, conclui-se que uma mudança de paradigma
é necessária: passar de um paradigma de relacionamento com “utentes”, para um de
criação de marcas, de relacionamento com “clientes”.
This research aims to show how strategic communication can be effectively deployed in a non-profit organization (NPO), analyzing marketing techniques and the trends of international communication in the nonprofit area and best practices of portuguese NPOs. Presentation of a communication plan for the portuguese CEBI Foundation, in an fundraising program, so that can be seen as knowledge to other third sector institutions. Currently there are several challenges facing the NPO. Portugal compared with other countries of the European Union, has a "weak" civil society, in which all will benefit from concepts of communication and marketing, imbued with a strategic plan of action. Through literature review and consultation with members of the Portuguese Foundation Centre, it is concluded that a paradigm shift is needed: moving to a paradigm of branding creation, relationship with "clients" and not only with “users”.
This research aims to show how strategic communication can be effectively deployed in a non-profit organization (NPO), analyzing marketing techniques and the trends of international communication in the nonprofit area and best practices of portuguese NPOs. Presentation of a communication plan for the portuguese CEBI Foundation, in an fundraising program, so that can be seen as knowledge to other third sector institutions. Currently there are several challenges facing the NPO. Portugal compared with other countries of the European Union, has a "weak" civil society, in which all will benefit from concepts of communication and marketing, imbued with a strategic plan of action. Through literature review and consultation with members of the Portuguese Foundation Centre, it is concluded that a paradigm shift is needed: moving to a paradigm of branding creation, relationship with "clients" and not only with “users”.