Eficácia das promoções de angariação a favor de organizações sem fins lucrativos, case study
: Banco Alimentar Contra a Fome

Translated title of the thesis: Effectiveness of fundraising promotions in favour of non-profit organizations, case study : Banco Alimentar Contra a Fome
  • Inês Cardoso Fiães Osório de Valdoleiros (Student)

Student thesis: Master's Thesis

Abstract

In order to analyse the Effectiveness of fundraising promotions in favour of non-profit organizations, this study begins with a literature review on the social economy and social responsibility, and its relationship with Marketing and the Consumer, giving greater focus on the consumer and the respective impact of fundraising campaigns, then a framework of the case study is made on the Food Bank and the Food Emergency Network, its relationship with the 3rd sector and Marketing. The analysis ends with a market study, carried out through interviews and a survey, with the objective of answering the research questions and contributing to the elaboration of a strategic plan for the development of future fundraising campaigns.A total of two interviews were conducted with people of interested in the topic and representatives of the institution under study, as well as 298 surveys were analysed about the social responsibility policies and the impact of several variables, as well as knowledge and opinion about the various brands and their fundraising campaigns, and also analysed knowledge about the Food Bank and its image policies.In conclusion, the objective was to analyse the various strategies and issues of the fundraising campaigns, the final objective is to develop marketing and communication tools that can be used for strategic partnerships between the Food Bank and other brands that, through fundraising campaigns with the Food Emergency Network, can contribute to the cause.
Date of Award24 Jan 2023
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPedro Celeste (Supervisor)

Keywords

  • Promotions
  • Fundraising
  • Campaigns
  • Food bank
  • Social economy
  • Social responsibility

Designation

  • Mestrado em Gestão Aplicada

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