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

Translated title of the contribution: Experiences of fundraising and the interface with social marketing: a case study in the Diadema Social Center

Alexandre Luzzi Las-Casas, Ruy Teske, Susana Costa e Silva, Belmiro do Nascimento João

Research output: Contribution to journalArticlepeer-review

Abstract

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.
Translated title of the contributionExperiences of fundraising and the interface with social marketing: a case study in the Diadema Social Center
Original languagePortuguese
Pages (from-to)513-530
Number of pages18
JournalInterações – Revista Internacional de Desenvolvimento Local
Volume22
Issue number2
DOIs
Publication statusPublished - 15 Sep 2021

Keywords

  • Fundraising
  • Third sector
  • Social marketing

Fingerprint

Dive into the research topics of 'Experiences of fundraising and the interface with social marketing: a case study in the Diadema Social Center'. Together they form a unique fingerprint.

Cite this