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undergraduate thesis
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IMPACT OF MARKETING IN NON-PROFIT ORGANISATIONS ON FUNDRAISING
Valentina Križnjak (2016)
Virovitica College
Metadata
TitleUTJECAJ MARKETINGA U NEPROFITNIM ORGANIZACIJAMA NA FUNDRAISING
AuthorValentina Križnjak
Mentor(s)Zrinka Blažević (thesis advisor)
Abstract
U radu se istražuje uloga marketinga u neprofitnim organizacijama na prikupljanje sredstava (fundraising). Rad opisuje sam pojam neprofitnih organizacija i njihovu ulogu u društvu, kako je marketing povezan s njima te kako oblikuju strategiju marketinga. Rad je fokusiran na načine i izvore prikupljanja sredstva koje neprofitne organizacije koriste, te kako marketing pomaže u ostvarenju njihovih ciljeva odnosno resursa, što je kroz primjer iz prakse pokazano. Neprofitne organizacije su sve one organizacije kojim cilj postojanja nije stvaranje dobiti (kao kod profitnih organizacija) već da teže ostvarenju nekog javnog interesa, a da bi to mogli postići potrebni su im resursi. Cilj ovog rada bio je prikazati da i neprofitne organizacije bile toga svjesne ili ne, koriste marketing aktivnosti da bi ispunile svoje planove, a oblik marketinga koje koriste ima veliki utjecaj na količinu prikupljenih sredstva.
Keywordsnon-profit organization marketing fundraising
Parallel title (English)IMPACT OF MARKETING IN NON-PROFIT ORGANISATIONS ON FUNDRAISING
GranterVirovitica College
PlaceVirovitica
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelundergraduate
Study programmeManagement; specializations in: Management in Computer Sciences, Management in Rural Tourism
Study specializationManagement in Computer Sciences
Academic title abbreviationbacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-15
Parallel abstract (English)
This paper examines the role of marketing in non-profit organizations to raise funds (fundraising). It describes the very concept of non-profit organizations and their role in society, how marketing is associated with them and how they shape the marketing strategy. The work is focused on ways and resource recovery means that non-profit organizations are using, and how marketing helps in achieving their goals and resources, as the case study demonstrated. Non-profit organizations are those organizations which target existence is not profit-making (like profit organisations) but to achieve public interest, and to be able to collect the necessary resources. The aim of this study was to show that the non-profit organizations whether aware of it or not, use marketing activities to fulfill their plans and the form of marketing that they use has a major impact on the amount of collected funds.
Parallel keywords (Croatian)neprofitna organizacija marketing fundraising
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:165:399350
CommitterIvana Vidak