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Orientador(es)
Resumo(s)
Com o objetivo de analisar a Eficácia das promoções de angariação a favor de organizações
sem fins lucrativos, o presente estudo começa com uma revisão literária sobre a economia
social e a responsabilidade social, e a relação desta com o Marketing e o Consumidor, dando
um maior enfoque no consumidor e respectivo impacto das campanhas de angariação, de
seguida é feito um enquadramento do estudo de caso sobre o Banco Alimentar e a Rede de
Emergência Alimentar, a sua relação com o 3º sector e o Marketing. Terminando a analise com
um estudo de mercado, realizado através de entrevistas e de um inquérito, com o objetivo de
responder às questões de investigação e contribuir para a elaboração dum plano estratégico
para a elaboração de campanhas de angariação futuras.
Foram realizadas, no total duas entrevistas direcionadas a pessoas de interesse para o tema e
representantes da Instituição em estudo, bem como foram analisados 298 inquéritos sobre as
politicas de responsabilidade social e impacto de diversas variáveis, bem como conhecimento
e opinião sobre as diversas marcas e respectivas campanhas de angariação, e ainda analisado o
conhecimento sobre o Banco Alimentar e respectivas politicas de imagem.
Tendo por finalidade analisar as várias estratégias e problemáticas das campanhas de
angariação, o objectivo final passa pela elaboração de ferramentas de marketing e comunicação
que possam ser utilizadas para parcerias estratégicas entre o Banco Alimentar e outras marcas
que através de campanhas de angariação com a Rede de Emergência Alimentar possam
contribuir para a causa.
In order to analyse the Effectiveness of fundraising promotions in favour of non-profit organizations, this study begins with a literature review on the social economy and social responsibility, and its relationship with Marketing and the Consumer, giving greater focus on the consumer and the respective impact of fundraising campaigns, then a framework of the case study is made on the Food Bank and the Food Emergency Network, its relationship with the 3rd sector and Marketing. The analysis ends with a market study, carried out through interviews and a survey, with the objective of answering the research questions and contributing to the elaboration of a strategic plan for the development of future fundraising campaigns. A total of two interviews were conducted with people of interested in the topic and representatives of the institution under study, as well as 298 surveys were analysed about the social responsibility policies and the impact of several variables, as well as knowledge and opinion about the various brands and their fundraising campaigns, and also analysed knowledge about the Food Bank and its image policies. In conclusion, the objective was to analyse the various strategies and issues of the fundraising campaigns, the final objective is to develop marketing and communication tools that can be used for strategic partnerships between the Food Bank and other brands that, through fundraising campaigns with the Food Emergency Network, can contribute to the cause.
In order to analyse the Effectiveness of fundraising promotions in favour of non-profit organizations, this study begins with a literature review on the social economy and social responsibility, and its relationship with Marketing and the Consumer, giving greater focus on the consumer and the respective impact of fundraising campaigns, then a framework of the case study is made on the Food Bank and the Food Emergency Network, its relationship with the 3rd sector and Marketing. The analysis ends with a market study, carried out through interviews and a survey, with the objective of answering the research questions and contributing to the elaboration of a strategic plan for the development of future fundraising campaigns. A total of two interviews were conducted with people of interested in the topic and representatives of the institution under study, as well as 298 surveys were analysed about the social responsibility policies and the impact of several variables, as well as knowledge and opinion about the various brands and their fundraising campaigns, and also analysed knowledge about the Food Bank and its image policies. In conclusion, the objective was to analyse the various strategies and issues of the fundraising campaigns, the final objective is to develop marketing and communication tools that can be used for strategic partnerships between the Food Bank and other brands that, through fundraising campaigns with the Food Emergency Network, can contribute to the cause.
Descrição
Palavras-chave
Promoções Angariação Campanhas Banco Alimentar Economia social Responsabilidade social Promotions Fundraising Campaigns Food Bank Social economy Social responsibility