Actividade social da Celestial Ordem Terceira da Santíssima Trindade

Abstract

Nonprofit organizations, of which private welfare institutions (IPSSs) are a specific example, have an increasing impact on the Portuguese economy, particularly in the creation of jobs and social inclusion. However, in the current economic, financial and social crisis allegiance to the core values and social nature of their mission is a challenge in pressing need to overcome. To surmount it, this kind of organizations should combine efforts to ensure economic sustainability, face more intense competition, master scarse resources, diversify funding sources, deal with the increased demand of stakeholders, invest in professionalization and wage on innovation, among others. This report poses marketing approaches for Celestial Ordem Terceira da Santíssima Trindade (COTST) to involve all its stakeholders, promote its mission, advertise its social activities and design fundraising programs. The results of a focus group and an online survey revealed that COTST must build a relationship with all stakeholders and align programs in accordance with its mission and values as to create a mutual bond. Furthermore, the results indicate that it is essential to a start an allegiance policy for partners, promote a sense of belonging to the Brotherhood and improve internal and external communication. Hence, in the absence of a magic algorithm that can immediately overcome these challenges, this work pinpoints the advantages of Marketing in such organizations.

Date of Award	5 Mar 2013
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)