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- Title
A IMPORTÂNCIA DAS FERRAMENTAS DE COMUNICAÇÃO DE MARKETING NA CAPTAÇÃO DE RECURSOS NO TERCEIRO SETOR: UM ESTUDO EM UMA ORGANIZAÇÃO NÃO GOVERNAMENTAL.
- Authors
de Souza Santos, Juliana Karla Rodrigues; Ferreira Ramos, Patrícia Tatiana; de Lourdes de Azevedo Barbosa, Maria; de Barros Jerônimo, Taciana; Ribeiro Bezerra, Ana Regina
- Abstract
The Social marketing is meant to influence behavior changes, while the cause marketing encompasses the connection between voluntary institutions and for-profit companies for mutual benefits, both of which are used by third sector organizations. Thus, marketing tools are essential for these corporations, such as NGOs, which develop jobs that aims at social welfare, which need the use of these tools to fundraising. This paper aims to analyze how marketing communication tools promote fundraising for the organizations. For this, a qualitative descriptive case study was carried out through an interview script with the Vice- President Director and the Marketing Manager of the organization. The results pointed out that marketing instruments such as: sales promotion; Events and experience; Direct marketing and personal sales are fundamental in the process of raising resources to maintain the institutional self-sufficiency.
- Publication
Veredas FAVIP: Revista Eletrônica de Ciências e Cultura, 2018, Vol 11, Issue 1, p18
- ISSN
1679-1746
- Publication type
Article