Marketing Social como ferramenta para captação de recursos no Terceiro Setor

• Autor(a) principal: Oliviera, Marina Ramiro de
• Data de Publicação: 2012
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/35040
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS; Terceiro setor; Marketing social; Responsabilidade social; Sustentabilidade; Captação de recursos; Third sector; Social marketing; Social responsibility; Sustainability; Fundraising

Most of the Brazilian Third Sector organizations seek to provide public matter services. Brazilian government introduced on March 23, 1999, the legal environment for these organizations, the Law 9.790/99, allowing some of them to be qualified as Civil Society Organizations of Public Interest - OSCIPs. This classification shows, on behalf of the State, a lot of obligations directly connected to the management of the organizations, related to the application phase and processes as well as to the projects execution in partnership with government entities. This execution relies on the sustainable development of the organizations. Sustainability is the concern that most threatens their existences, becoming the main challenge for the sector. Fundraising is a necessary tool when it comes to the survival of these institutions as well as the achievement of their own goals. Among the tools that can leverage this practice are Social Marketing and its objectives of changing people’s perspective around certain social causes