Leveraging a marketing approach to improve awareness of a not-for-profit organization

: portuguese Association of Physical Therapists case

Abstract

With this dissertation the author tries to leverage marketing strategies in order to create a communication plan suitable for not-for-profit organizations. Particularly, the Portuguese Association of Physical Therapists (PAPT) case was studied. Nowadays, it is crucial to understand what members expect from the Association with whom they have a relation. In the past years, the concerns of several Associations regarding the raise of new members have been increasing. Nonetheless, several factors have contributed to the declining of their revenues. The financial situation has been unfavourable for members to pay the fees their Association demands. However, frequently, associates do not realize the work their Associations develop and they infer that the payment of fees is not reflected in the gains supposedly expectable. Thus, it seems crucial to understand how to communicate with members and how to convey the correct message. With these concerns in mind, this dissertation was carried out in order to change this paradigm. To understand the needs, characteristics and motivations of members of PAPT it was created a survey from which intended to withdraw valid and relevant information. With this data, along with other information taken from the PAPT documents, it was possible to elaborate a specific communication plan for the PAPT. It is also important to state that although this study is focused in the PAPT, it is easily adaptable to other associations that share the same values.

Date of Award	2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)