A narrow view on marketing: The case of NGOs working with refugees

Teodoro, Telma Mota e

http://hdl.handle.net/10400.26/41726

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Authors

Teodoro, Telma Mota e

Advisor(s)

Santos, Fernando

Abstract(s)

The world has never seen such high levels of migratory flows, and consequently similar levels of solidarity with refugees. Here, the role of NGOs is highlighted, as well as the role of social marketing, which can be of great use in reaching the target audience and potential volunteers, raising funds and raising awareness of the problem. Therefore, this dissertation aims to understand how marketing is used by NGOs that deal with the social inclusion of refugees. Designed as a multiple case study, this research uses document analysis and semi-structured interviews with NGO representatives to identify and analyse the marketing tools used by NGOs working with refugees, as well as their views on the use of marketing in their operations. The results showed that most NGOs do use marketing tools to promote their work and to raise awareness to refugee related topics. However, they struggle to use these tools strategically due to the limited resources available. Additionally, a reducing view of marketing was found alongside a paradoxical view of its role in NGOs. Lastly, it was found prejudice towards using marketing in their operations.