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Advisor(s)
Abstract(s)
A presente tese investiga de que forma a Economia Comportamental pode contribuir para o aumento da captação de recursos nas Organizações sem Fins Lucrativos e tem como objectivo central a agregação de diferentes estudos e aplicação de ferramentas a causas, associadas à captação de recursos por parte destas Organizações. Para a realização desta tese, definiu-se a seguinte questão de pesquisa: de que forma o nudge, enquanto ferramenta da Economia Comportamental, pode aumentar a captação de recursos nas Organizações sem Fins Lucrativos? Este é um estudo exploratório baseado numa abordagem qualitativa, tendo sido desenvolvido em três fases. Na primeira fase, é elaborado um enquadramento do sector onde se inserem as Organizações sem Fins Lucrativos. Este sector, apelidado de Terceiro Sector, foi posteriormente analisado relativamente ao seu peso na economia numa perspectiva global e numa perspectiva portuguesa. Após esta análise, são contextualizadas e identificadas as diferentes Organizações sem Fins Lucrativos, as suas tipologias e as suas principais fontes de financiamento. Na fase seguinte, é realizado um enquadramento ao conceito de Economia Comportamental, ao comportamento humano e de que forma este último pode ser influenciado em detrimento de uma outra pessoa, uma causa ou uma acção. Ainda nesta fase, é apresentado o Nudge, o seu conceito, aplicação e alguns exemplos de modo a compreender melhor de que forma funciona esta ferramenta da Economia Comportamental e de que forma pode ser usada para a captação de recursos. Neste contexto, foram analisados estudos teóricos de aplicação que identificam os nudges passíveis de serem utilizados na captação de recursos financeiros por parte das Organizações sem Fins Lucrativos. Na última fase do estudo, pretende-se compreender a aplicação dos nudges identificados, através de acções realizadas por diferentes Organizações sem Fins Lucrativos.
The present thesis investigates how Behavioural Economy can contribute to fundraising increase in Non-Profit Organizations, being its core objective the aggregation of different studies and application of tools in causes associated to the fundraising by these Organizations. In order to carry out this thesis, the following research question was defined: how can nudge, as a Behavioural Economics tool, increase fundraising in Non-Profit Organizations? This is an exploratory study based on a qualitative approach, having been developed in three phases. In the first phase, a framework of the sector where non-profit organizations are inserted is elaborated. This sector, dubbed the Third Sector, was later analysed as to its weight in the economy from a global perspective and from a Portuguese perspective. After this analysis, different Non-Profit Organizations their typologies and their main sources of financing are contextualized and identifies. In the next phase, the concept of Behavioural Economics, of human behaviour and how this can be influenced in detriment of another person, a cause or an action, is developed. Also at this stage, Nudge, its concept, application and some examples are presented in order to better understand how this Behavioural Economy tool works and how it can be used for fundraising. In this context, theoretical studies that identify the application insusceptible nudges to be used in fundraising by the Non-Profit Organizations were analysed. In the last phase of the study, we aim to understand the application of the identified nudges, through actions carried out by different Non-Profit Organizations.
The present thesis investigates how Behavioural Economy can contribute to fundraising increase in Non-Profit Organizations, being its core objective the aggregation of different studies and application of tools in causes associated to the fundraising by these Organizations. In order to carry out this thesis, the following research question was defined: how can nudge, as a Behavioural Economics tool, increase fundraising in Non-Profit Organizations? This is an exploratory study based on a qualitative approach, having been developed in three phases. In the first phase, a framework of the sector where non-profit organizations are inserted is elaborated. This sector, dubbed the Third Sector, was later analysed as to its weight in the economy from a global perspective and from a Portuguese perspective. After this analysis, different Non-Profit Organizations their typologies and their main sources of financing are contextualized and identifies. In the next phase, the concept of Behavioural Economics, of human behaviour and how this can be influenced in detriment of another person, a cause or an action, is developed. Also at this stage, Nudge, its concept, application and some examples are presented in order to better understand how this Behavioural Economy tool works and how it can be used for fundraising. In this context, theoretical studies that identify the application insusceptible nudges to be used in fundraising by the Non-Profit Organizations were analysed. In the last phase of the study, we aim to understand the application of the identified nudges, through actions carried out by different Non-Profit Organizations.
Description
Keywords
Economia comportamental Nudge Terceiro setor Comportamento pró-social do consumidor Organizações sem fins lucrativos Captação de recursos Behavioural economy Third sector Prosocial consumer behaviour Non-profit organizations Fundraising