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Plano de marketing social para núcleo de ajuda a animais abandonados de Sintra : planemaneto de marketing em organizações sem fins lucratinvos
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Resumo(s)
O Núcleo de Ajuda a Animais de Sintra é uma associação sem fins lucrativos cujo objetivo é ajudar e resgatar os animais, nomeadamente cães, que estejam abandonados ou mal tratados pelos donos ou outros indivíduos, sendo o seu foco proporcionar-lhes um novo lar. Como o pessoal da associação, na sua maioria, não tem conhecimentos de marketing, e como está a decorrer a reestruturação das suas instalações, de modo a melhorar as condições de vida dos animais, considerou-se importante a elaboração de um plano de marketing, desenvolvido numa lógica de fundraising, para um arranque sustentável e bem-sucedido dos objetivos da associação.
A metodologia de investigação utilizada foi action research, sendo que a associação proporcionou certa colaboração contínua para o desenvolvimento do trabalho. A recolha de dados foi feita através de duas entrevista, inquéritos e dados secundários.
No que respeita às questões de investigação constatou-se que a notoriedade da associação é bastante baixa e os processos gerados pela mesma não favorecem totalmente a atividade em causa, tornando difícil a gestão não só dos voluntários, mas também dos seus doadores.
A pesquisa e desenvolvimento de conceitos teóricos de planeamento de marketing e de fundraising foram essenciais para o desenvolvimento desde projeto, permitindo identificar os principais pontos de melhoria, recomendando o desenvolvimento dos meios de comunicação tanto internos como externos, de modo a aumentar a notoriedade da associação, com o objetivo de angariar donativos, tanto monetários como de recursos, e sensibilizar os indivíduos para questões como abandono e mau trato de animais.
Núcleo de Ajuda a Animais Abandonados de Sintra is a non-profit association which objective is to help and rescue animals, specially dogs, that are abandoned or suffer from abuse by their owners or other people, focusing on finding them a new home. Since the association´s staff, on their majority, don´t have any knowledge of the concepts of marketing, and because they are in a process of ongoing restructuring of their quarters in order to improve the living conditions of the animals, it was noticed the importance of the elaboration of a marketing plan, developed with the logic of fundraising to achieve a sustainable and successful start to achieve the association's goals. The methodology type used was action research, where the collaboration of the association was relevant and continuous to the development of this project. Data collection was made through two interviews, surveys and secondary data. In regard to the research questions it was found that the notoriety of the association is quite low and the processes generated by the same, are not entirely done in favor to the activity in question, turning the management of volunteers and donors to be difficult. The research and development of theoretical concepts of marketing planning and fundraising were essential to the development of this project, allowing to identify the main points of improvement, recommending the development of both internal media and external, in order to increase the association's notoriety, aiming to collect donations and sensitize people to the issues of neglect and animal abuse.
Núcleo de Ajuda a Animais Abandonados de Sintra is a non-profit association which objective is to help and rescue animals, specially dogs, that are abandoned or suffer from abuse by their owners or other people, focusing on finding them a new home. Since the association´s staff, on their majority, don´t have any knowledge of the concepts of marketing, and because they are in a process of ongoing restructuring of their quarters in order to improve the living conditions of the animals, it was noticed the importance of the elaboration of a marketing plan, developed with the logic of fundraising to achieve a sustainable and successful start to achieve the association's goals. The methodology type used was action research, where the collaboration of the association was relevant and continuous to the development of this project. Data collection was made through two interviews, surveys and secondary data. In regard to the research questions it was found that the notoriety of the association is quite low and the processes generated by the same, are not entirely done in favor to the activity in question, turning the management of volunteers and donors to be difficult. The research and development of theoretical concepts of marketing planning and fundraising were essential to the development of this project, allowing to identify the main points of improvement, recommending the development of both internal media and external, in order to increase the association's notoriety, aiming to collect donations and sensitize people to the issues of neglect and animal abuse.
Descrição
Mestrado em Marketing
Palavras-chave
Marketing Marketing Social Marketing nas associações sem fins lucrativos Campaign Fundraising Planeamento de Marketing Social Marketing Marketing in non-profit organizations Marketing Planning
Contexto Educativo
Citação
Matlak, Nataliya (2016). "Plano de marketing social para núcleo de ajuda a animais abandonados de Sintra : planemaneto de marketing em organizações sem fins lucratinvos". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão