ELEMENTS OF MARKETING IN FUNDRAISING OF THIRD SECTOR

Authors

  • Lucila Maria de Souza Campos Universidade Federal de São Carlos
  • Ricardo Boeing-da-Silveira Universidade do Vale do Itajaí
  • Rosilene Marcon Universidade Federal de Santa Catarina

Abstract

The growth of the third sector in Brazil and the dispute for resources to finance its projects comes to develop actions to approximate the second (market) and third sector, such as segmentation of possible investors, communication of the activities of the organization to the community in general and strategies of marketing of relationship with its givers, aiming at the establishment of lasting alliances and the guarantee of financing in the long run. However, the different types of non-profit organizations carry through such activities in different ways, some in greater, others in lesser intensity, becoming them pertaining the specific groups. Ahead of this, a research has investigated the differences between the executions of these elements of marketing in two types of foundations of the third sector of Santa Catarina State identified in the Public Minister. The analysis of the results evidenced that the two groups carry through the communication/promotion, segmentation and marketing of relationshi p in specific ways, saved some exceptions, besides presenting lack of focus in its purpose, what can cause low fundraising, harming the implementation of projects.

KEYWORDS: Communication; Segmentation; Relationship marketing; Third sector; Fundraising.

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Author Biographies

Lucila Maria de Souza Campos, Universidade Federal de São Carlos

Doutora em Engenharia de Produção pela Universidade Federal de São Carlos (UFSCAR).

Ricardo Boeing-da-Silveira, Universidade do Vale do Itajaí

Mestre em Administração pela Universidade do Vale do Itajaí (Univali).

Rosilene Marcon, Universidade Federal de Santa Catarina

Doutora em Engenharia de Produção pela Universidade Federal de Santa Catarina (UFSC).

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Published

2008-08-01

Issue

Vol. 8 No. 3 (2007)

Section

Presentation

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