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Publication
Estratégia de Marketing Digital para uma ONG: caso da ONG SIM
| Name: | Description: | Size: | Format: | |
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| 2.92 MB | Adobe PDF |
Advisor(s)
Abstract(s)
No contexto atual, tem sido evidente a crescente importância das Organizações Não Governamentais junto da sociedade, a nível mundial, fruto dos problemas sociais emergentes nomeadamente nos países menos desenvolvidos. Neste sentido, para estas organizações tem sido constante e crescente o desafio de conseguirem manter a sua atividade, cada vez com mais necessidades por satisfazer e com recursos escassos, limitados, e dependentes da “boa vontade” de terceiros. É neste panorama que surge o marketing como uma importante ferramenta de comunicação, e mais especificamente as ferramentas digitais, que permitem, sem grandes custos associados, alavancar a comunicação e difundir amplamente uma determinada causa ou iniciativa.
Neste projeto definiu-se como objeto de estudo a ONG SIM – Solidariedade Internacional a Moçambique, uma organização nacional que atua em Moçambique, apoiando a população do norte da ilha de Bazaruto, em áreas como a saúde, educação e obras públicas.
Este projeto traduz-se assim no desenvolvimento de um plano de marketing, com foco sobretudo nas ferramentas digitais, para esta organização, procurando gerar notoriedade para a mesma e contribuir simultaneamente para a concretização de dois dos seus grandes objetivos: a angariação de voluntários e de donativos para a sua atividade.
Com este projeto pretende-se cumprir os dois objetivos acima referidos, assim como reforçar a comunicação externa junto dos seus stakeholders, potenciando simultaneamente novas parcerias que criem sinergias e reforcem também o potencial de crescimento desta ONG.
Nowadays, the growing importance of non-governmental organizations in society at a global level has been evident because of emerging societal problems, particularly in the least developed countries. In this sense, for these organizations, the challenge of being able to maintain their activity, with more needs to be satisfied and with resources that remain scarce, limited, and dependent on the goodwill of others, has been constantly growing. It is in this context that marketing emerges as an important communication tool, and more specifically digital tools, which allow, without high associated costs, to leverage communication and widely disseminate a specific cause or initiative. In this project, the NGO SIM – Solidariedade Internacional a Moçambique, a national organization operating in Mozambique, supporting the population of the north of Bazaruto Island, in areas such as health, education and public works was defined as the object of study. This project thus translates into the development of a marketing plan, focusing mainly on digital tools, for this organization, thus seeking to generate awareness for the NGO and contributes to the achievement of two of its main objectives: the recruitment of volunteers and donations to your activity. The aim of this project is to fulfill both objectives, as well as to strengthen external communication with its stakeholders, while fostering new partnerships that create synergies and reinforce the NGO's growth potential.
Nowadays, the growing importance of non-governmental organizations in society at a global level has been evident because of emerging societal problems, particularly in the least developed countries. In this sense, for these organizations, the challenge of being able to maintain their activity, with more needs to be satisfied and with resources that remain scarce, limited, and dependent on the goodwill of others, has been constantly growing. It is in this context that marketing emerges as an important communication tool, and more specifically digital tools, which allow, without high associated costs, to leverage communication and widely disseminate a specific cause or initiative. In this project, the NGO SIM – Solidariedade Internacional a Moçambique, a national organization operating in Mozambique, supporting the population of the north of Bazaruto Island, in areas such as health, education and public works was defined as the object of study. This project thus translates into the development of a marketing plan, focusing mainly on digital tools, for this organization, thus seeking to generate awareness for the NGO and contributes to the achievement of two of its main objectives: the recruitment of volunteers and donations to your activity. The aim of this project is to fulfill both objectives, as well as to strengthen external communication with its stakeholders, while fostering new partnerships that create synergies and reinforce the NGO's growth potential.
Description
Keywords
Marketing Social Marketing Digital Voluntariado ONG ONG SIM