A necessidade da adaptação info-comunicacional das instituições sem fins lucrativos na era digital

: estudo de caso da JCVP

Abstract

Both the massive diffusion of the Internet and the technological evolution, that has been experienced since the 18th century, have introduced many different changes – structural and daily – from those currently practiced in society. The most significant ones are in education,health, and social aid.It is in the context of social support that Non-Profit Organizations (NPOs) are an increasingly present reality in today's society, as they develop a remarkable work in what they advocate and believe in. These organizations are an outcome of the initiative of several citizens gifted with an entrepreneurial spirit. They are the ones who manage to suppress the colossal needs that other types of organizations - profitable or governmental - do not cover.However, these organizations are facing the arduous challenge of reaching out citizens and capture their attention to the work done by these NPOs. Therefore, there is an enormous necessity to adapt their current work to the digital era, so that they can help a substantial number of beneficiaries, but also attract a higher volume of volunteers.This research, developed as part of the internship carried out at the youth department of the Portuguese Red Cross - Juventude Cruz Vermelha Portuguesa – had the primary purpose of understanding the need for info-communication adaptation that NPOs need to reach their target audiences.

Date of Award	21 Jan 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Emília Simão (Supervisor)