MARKETING PLAN IN THE THIRD SECTOR AS A STRATEGY FOR INTERNATIONAL FUNDRAISING
DOI:
https://doi.org/10.24325/issn.2446-5763.v10i28p261-280Keywords:
Captação de recursos, doação, marketing social, organizações não governamentais, sustentabilidade financeiraAbstract
Non-Governmental Organizations (NGOs) play a fundamental role in improving the quality of life of those in need and building a fairer society. As non-profit entities, one of their main challenges is their financial sustainability, which consequently affects the development of their initiatives. Marketing appears as a fundamental tool for fundraising. The objective of this project was to elaborate a marketing plan for NGO A, an organization that works in the implementation of socio-environmental projects in the northeast of Brazil. In terms of methodology, descriptive and qualitative research classified as a case study was developed, with procedures that included bibliographic and documentary research. In response to the situational analysis, a plan was proposed with different actions aimed at increasing international fundraising through donations, promoting greater cooperation between the communication and international relations sectors of the organization, giving more visibility to the projects carried out, and increasing the interaction of the foreign public with NGO A through social networks.
Keywords: Donation; financial sustainability; non-governmental organizations; social marketing.
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References
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