Experiências de captação de recursos e a interface com o marketing social: estudo de caso no Núcleo Social de Diadema

Non-governmental organizations (NGOs) are one of the types of organizations that make up the third sector. This study aims to identify the fundraising strategies used by a Brazilian NGO, to verify the interface between fundraising and social marketing to apply strategies to leverage fundraising. The research was qualitative, using the case study method at the Diadema Social Center. As conclusions, it was possible to evaluate several points that interface with marketing. Managers must try to overcome the barriers that exist in these sectors for the activity implementation and organize it, avoiding dispersion of efforts. Strategic planning must be applied by the sector’s institutions, as well as including an appropriate distribution of the different sources of funds. There is a tendency towards centralization for fundraising, which limits collection. Marketing strategies are limited to communication. However, there is diversification of fundraising. Among the various conclusions presented, there is a need to apply social marketing in attracting donations to organizations with social proposals.