Fundraising and online marketing: how social media have an impact on the growth of a charity organization

Detalhes bibliográficos
Autor(a) principal: Tonetti, Andrea
Data de Publicação: 2019
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/18995
Resumo: The main aim of this dissertation is to study how digital marketing techniques can be implemented in the fundraising strategy of non-profit organizations, and how to face the transition from an old school fundraising approach to a digital one. During the past decade, the internet and social media deeply changed the way non-profit organizations approach fundraising. Digital communication became quick, multilateral and dynamic, thus making the mass communication techniques adopted until that period obsolete. In this context, organizations must adapt to be able to implement successful marketing strategies and collect the funds necessary for their own development. The biggest challenges are the lack of specialized professional figures in digital fundraising and the difficulty in keeping up with the rapid digital developments in the communication and marketing field. This dissertation is divided into 6 main parts: The introduction, where the topic and the aim of the work are presented. Chapter 1, addressing academic background for fundraising and the challenges that currently exist in the digital world. Chapter 2, giving an overview of the current situation of digital adoption across non-profits all over the world. Chapter 3, where the differences between the main social media platforms are presented, as well as the guidelines to use them in order to produce an effective content strategy. Chapter 4, where strategies and best practices of non-profit digital fundraising are analyzed in details and compared with the classical methods. The conclusion, where recommendations for regulators and practitioners are presented.
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spelling Fundraising and online marketing: how social media have an impact on the growth of a charity organizationFundraisingMarketingSocial mediaNGOCharityNon-profitCaptação de recursosMídias sociaisONGCaridadeMarketing digitalEstratégias de marketingOrganização sem fins lucrativosThe main aim of this dissertation is to study how digital marketing techniques can be implemented in the fundraising strategy of non-profit organizations, and how to face the transition from an old school fundraising approach to a digital one. During the past decade, the internet and social media deeply changed the way non-profit organizations approach fundraising. Digital communication became quick, multilateral and dynamic, thus making the mass communication techniques adopted until that period obsolete. In this context, organizations must adapt to be able to implement successful marketing strategies and collect the funds necessary for their own development. The biggest challenges are the lack of specialized professional figures in digital fundraising and the difficulty in keeping up with the rapid digital developments in the communication and marketing field. This dissertation is divided into 6 main parts: The introduction, where the topic and the aim of the work are presented. Chapter 1, addressing academic background for fundraising and the challenges that currently exist in the digital world. Chapter 2, giving an overview of the current situation of digital adoption across non-profits all over the world. Chapter 3, where the differences between the main social media platforms are presented, as well as the guidelines to use them in order to produce an effective content strategy. Chapter 4, where strategies and best practices of non-profit digital fundraising are analyzed in details and compared with the classical methods. The conclusion, where recommendations for regulators and practitioners are presented.O principal objetivo desta dissertação é estudar como as técnicas de marketing digital podem ser implementadas na estratégia de captação de recursos de organizações sem fins lucrativos e como enfrentar a transição de uma captação de recursos da velha escola para a digital. Durante a década passada, a internet e as mídias sociais mudaram profundamente a maneira como as organizações sem fins lucrativos abordam a captação de recursos. A comunicação digital tornou-se rápida, multilateral e dinâmica, tornando obsoletas as técnicas de comunicação de massa adotadas até aquele período. Nesse contexto, as organizações precisam ser capazes de implementar estratégias de marketing bem-sucedidas e coletar os fundos necessários para seu próprio desenvolvimento. Os maiores desafios são a falta de profissionais especializados em captação de recursos digitais e a dificuldade de acompanhar os rápidos desenvolvimentos digitais no campo da comunicação e marketing. A dissertação está dividida em 6 partes principais: A introdução, onde são apresentados o tópico e o objetivo do trabalho. Capítulo 1, abordando a formação acadêmica para captação de recursos e os desafios que existem atualmente no mundo digital. Capítulo 2, fornecendo uma visão geral da situação atual da adoção digital em organizações sem fins lucrativos em todo o mundo. Capítulo 3, onde são apresentadas as diferenças entre as principais plataformas de mídia social, bem como as diretrizes para usá-las para produzir uma estratégia de conteúdo eficaz. Capítulo 4, onde estratégias e melhores práticas de captação de recursos digitais sem fins lucrativos são analisadas em detalhes e comparadas com os métodos clássicos. As conclusões, onde são apresentadas recomendações para reguladores e profissionais.2019-12-09T11:05:01Z2019-10-30T00:00:00Z2019-10-302019-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/18995TID:202296911engTonetti, Andreainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:47:16Zoai:repositorio.iscte-iul.pt:10071/18995Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:22:54.193991Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Fundraising and online marketing: how social media have an impact on the growth of a charity organization
title Fundraising and online marketing: how social media have an impact on the growth of a charity organization
spellingShingle Fundraising and online marketing: how social media have an impact on the growth of a charity organization
Tonetti, Andrea
Fundraising
Marketing
Social media
NGO
Charity
Non-profit
Captação de recursos
Mídias sociais
ONG
Caridade
Marketing digital
Estratégias de marketing
Organização sem fins lucrativos
title_short Fundraising and online marketing: how social media have an impact on the growth of a charity organization
title_full Fundraising and online marketing: how social media have an impact on the growth of a charity organization
title_fullStr Fundraising and online marketing: how social media have an impact on the growth of a charity organization
title_full_unstemmed Fundraising and online marketing: how social media have an impact on the growth of a charity organization
title_sort Fundraising and online marketing: how social media have an impact on the growth of a charity organization
author Tonetti, Andrea
author_facet Tonetti, Andrea
author_role author
dc.contributor.author.fl_str_mv Tonetti, Andrea
dc.subject.por.fl_str_mv Fundraising
Marketing
Social media
NGO
Charity
Non-profit
Captação de recursos
Mídias sociais
ONG
Caridade
Marketing digital
Estratégias de marketing
Organização sem fins lucrativos
topic Fundraising
Marketing
Social media
NGO
Charity
Non-profit
Captação de recursos
Mídias sociais
ONG
Caridade
Marketing digital
Estratégias de marketing
Organização sem fins lucrativos
description The main aim of this dissertation is to study how digital marketing techniques can be implemented in the fundraising strategy of non-profit organizations, and how to face the transition from an old school fundraising approach to a digital one. During the past decade, the internet and social media deeply changed the way non-profit organizations approach fundraising. Digital communication became quick, multilateral and dynamic, thus making the mass communication techniques adopted until that period obsolete. In this context, organizations must adapt to be able to implement successful marketing strategies and collect the funds necessary for their own development. The biggest challenges are the lack of specialized professional figures in digital fundraising and the difficulty in keeping up with the rapid digital developments in the communication and marketing field. This dissertation is divided into 6 main parts: The introduction, where the topic and the aim of the work are presented. Chapter 1, addressing academic background for fundraising and the challenges that currently exist in the digital world. Chapter 2, giving an overview of the current situation of digital adoption across non-profits all over the world. Chapter 3, where the differences between the main social media platforms are presented, as well as the guidelines to use them in order to produce an effective content strategy. Chapter 4, where strategies and best practices of non-profit digital fundraising are analyzed in details and compared with the classical methods. The conclusion, where recommendations for regulators and practitioners are presented.
publishDate 2019
dc.date.none.fl_str_mv 2019-12-09T11:05:01Z
2019-10-30T00:00:00Z
2019-10-30
2019-10
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