Comunicação estratégica e o terceiro setor

: caso Fundação CEBI

Abstract

This research aims to show how strategic communication can be effectively deployed in a non-profit organization (NPO), analyzing marketing techniques and the trends of international communication in the nonprofit area and best practices of portuguese NPOs. Presentation of a communication plan for the portuguese CEBI Foundation, in an fundraising program, so that can be seen as knowledge to other third sector institutions. Currently there are several challenges facing the NPO. Portugal compared with other countries of the European Union, has a "weak" civil society, in which all will benefit from concepts of communication and marketing, imbued with a strategic plan of action. Through literature review and consultation with members of the Portuguese Foundation Centre, it is concluded that a paradigm shift is needed: moving to a paradigm of branding creation, relationship with "clients" and not only with “users”.

Date of Award	16 Apr 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)