ELEMENTS OF MARKETING IN FUNDRAISING OF THIRD SECTOR

Detalhes bibliográficos
Autor(a) principal: de Souza Campos, Lucila Maria
Data de Publicação: 2008
Outros Autores: Boeing-da-Silveira, Ricardo, Marcon, Rosilene
Tipo de documento: Artigo
Idioma: por
eng
spa
Título da fonte: RAM. Revista de Administração Mackenzie
Texto Completo: https://editorarevistas.mackenzie.br/index.php/RAM/article/view/138
Resumo: The growth of the third sector in Brazil and the dispute for resources to finance its projects comes to develop actions to approximate the second (market) and third sector, such as segmentation of possible investors, communication of the activities of the organization to the community in general and strategies of marketing of relationship with its givers, aiming at the establishment of lasting alliances and the guarantee of financing in the long run. However, the different types of non-profit organizations carry through such activities in different ways, some in greater, others in lesser intensity, becoming them pertaining the specific groups. Ahead of this, a research has investigated the differences between the executions of these elements of marketing in two types of foundations of the third sector of Santa Catarina State identified in the Public Minister. The analysis of the results evidenced that the two groups carry through the communication/promotion, segmentation and marketing of relationshi p in specific ways, saved some exceptions, besides presenting lack of focus in its purpose, what can cause low fundraising, harming the implementation of projects.KEYWORDS: Communication; Segmentation; Relationship marketing; Third sector; Fundraising.
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spelling ELEMENTS OF MARKETING IN FUNDRAISING OF THIRD SECTORElementos do marketing na captação de recursos do terceiro setorThe growth of the third sector in Brazil and the dispute for resources to finance its projects comes to develop actions to approximate the second (market) and third sector, such as segmentation of possible investors, communication of the activities of the organization to the community in general and strategies of marketing of relationship with its givers, aiming at the establishment of lasting alliances and the guarantee of financing in the long run. However, the different types of non-profit organizations carry through such activities in different ways, some in greater, others in lesser intensity, becoming them pertaining the specific groups. Ahead of this, a research has investigated the differences between the executions of these elements of marketing in two types of foundations of the third sector of Santa Catarina State identified in the Public Minister. The analysis of the results evidenced that the two groups carry through the communication/promotion, segmentation and marketing of relationshi p in specific ways, saved some exceptions, besides presenting lack of focus in its purpose, what can cause low fundraising, harming the implementation of projects.KEYWORDS: Communication; Segmentation; Relationship marketing; Third sector; Fundraising.O crescimento do terceiro setor no Brasil e a disputa cada vez mais acirrada por recursos que financiem seus projetos acarretaram o desenvolvimento de ações de cunho anteriormente considerado de exclusividade do segundo setor (mercado), como segmentação de possíveis investidores, comunicação das atividades da organização à comunidade em geral e estratégias de marketing de relacionamento com seus doadores, visando ao estabelecimento de alianças duradouras e à garantia de financiamento em longo prazo. Entretanto, os vários tipos de organizações sem fins lucrativos realizam tais atividades de diferentes modos, a lgumas em maior, outras em menor intensidade, tornando-as pertencentes a grupos específicos. Diante disso, investigaram-se as diferenças existentes entre a execução desses elementos de marketing em dois tipos de fundações do terceiro setor de Santa Catarina identificados no Ministério Público. A análise dos resultados evidenciou que os dois grupos realizam a comunicação/promoção, a segmentação e o marketing de relacionamento de maneiras específicas, salvo algumas exceções, além de apresentarem falta de foco em sua finalidade, o que pode resultar em uma baixa captação de recursos, prejudicando a implementação de projetos.PALAVRAS-CHAVE: Comunicação; Segmentação; Marketing de relacionamento; Terceiro setor; Captação de recursos.Editora Mackenzie2008-08-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfapplication/pdfhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/138Revista de Administração Mackenzie; Vol. 8 No. 3 (2007)Revista de Administração Mackenzie; Vol. 8 Núm. 3 (2007)Revista de Administração Mackenzie (Mackenzie Management Review); v. 8 n. 3 (2007)1678-69711518-6776reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIEporengspahttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/138/138https://editorarevistas.mackenzie.br/index.php/RAM/article/view/138/1833https://editorarevistas.mackenzie.br/index.php/RAM/article/view/138/1834Copyright (c) 2015 Revista de Administração Mackenzieinfo:eu-repo/semantics/openAccessde Souza Campos, Lucila MariaBoeing-da-Silveira, RicardoMarcon, Rosilene2011-01-17T16:22:14Zoai:ojs.editorarevistas.mackenzie.br:article/138Revistahttps://editorarevistas.mackenzie.br/index.php/RAM/PUBhttps://editorarevistas.mackenzie.br/index.php/RAM/oairevista.adm@mackenzie.br1678-69711518-6776opendoar:2011-01-17T16:22:14RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)false
dc.title.none.fl_str_mv ELEMENTS OF MARKETING IN FUNDRAISING OF THIRD SECTOR
Elementos do marketing na captação de recursos do terceiro setor
title ELEMENTS OF MARKETING IN FUNDRAISING OF THIRD SECTOR
spellingShingle ELEMENTS OF MARKETING IN FUNDRAISING OF THIRD SECTOR
de Souza Campos, Lucila Maria
title_short ELEMENTS OF MARKETING IN FUNDRAISING OF THIRD SECTOR
title_full ELEMENTS OF MARKETING IN FUNDRAISING OF THIRD SECTOR
title_fullStr ELEMENTS OF MARKETING IN FUNDRAISING OF THIRD SECTOR
title_full_unstemmed ELEMENTS OF MARKETING IN FUNDRAISING OF THIRD SECTOR
title_sort ELEMENTS OF MARKETING IN FUNDRAISING OF THIRD SECTOR
author de Souza Campos, Lucila Maria
author_facet de Souza Campos, Lucila Maria
Boeing-da-Silveira, Ricardo
Marcon, Rosilene
author_role author
author2 Boeing-da-Silveira, Ricardo
Marcon, Rosilene
author2_role author
author
dc.contributor.author.fl_str_mv de Souza Campos, Lucila Maria
Boeing-da-Silveira, Ricardo
Marcon, Rosilene
description The growth of the third sector in Brazil and the dispute for resources to finance its projects comes to develop actions to approximate the second (market) and third sector, such as segmentation of possible investors, communication of the activities of the organization to the community in general and strategies of marketing of relationship with its givers, aiming at the establishment of lasting alliances and the guarantee of financing in the long run. However, the different types of non-profit organizations carry through such activities in different ways, some in greater, others in lesser intensity, becoming them pertaining the specific groups. Ahead of this, a research has investigated the differences between the executions of these elements of marketing in two types of foundations of the third sector of Santa Catarina State identified in the Public Minister. The analysis of the results evidenced that the two groups carry through the communication/promotion, segmentation and marketing of relationshi p in specific ways, saved some exceptions, besides presenting lack of focus in its purpose, what can cause low fundraising, harming the implementation of projects.KEYWORDS: Communication; Segmentation; Relationship marketing; Third sector; Fundraising.
publishDate 2008
dc.date.none.fl_str_mv 2008-08-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://editorarevistas.mackenzie.br/index.php/RAM/article/view/138
url https://editorarevistas.mackenzie.br/index.php/RAM/article/view/138
dc.language.iso.fl_str_mv por
eng
spa
language por
eng
spa
dc.relation.none.fl_str_mv https://editorarevistas.mackenzie.br/index.php/RAM/article/view/138/138
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/138/1833
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/138/1834
dc.rights.driver.fl_str_mv Copyright (c) 2015 Revista de Administração Mackenzie
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2015 Revista de Administração Mackenzie
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
application/pdf
dc.publisher.none.fl_str_mv Editora Mackenzie
publisher.none.fl_str_mv Editora Mackenzie
dc.source.none.fl_str_mv Revista de Administração Mackenzie; Vol. 8 No. 3 (2007)
Revista de Administração Mackenzie; Vol. 8 Núm. 3 (2007)
Revista de Administração Mackenzie (Mackenzie Management Review); v. 8 n. 3 (2007)
1678-6971
1518-6776
reponame:RAM. Revista de Administração Mackenzie
instname:Universidade Presbiteriana Mackenzie (MACKENZIE)
instacron:MACKENZIE
instname_str Universidade Presbiteriana Mackenzie (MACKENZIE)
instacron_str MACKENZIE
institution MACKENZIE
reponame_str RAM. Revista de Administração Mackenzie
collection RAM. Revista de Administração Mackenzie
repository.name.fl_str_mv RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)
repository.mail.fl_str_mv revista.adm@mackenzie.br
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