THE IMPLEMENTATION OF MARKETING IN THE THIRD SECTOR: THE CASE OF AN ANIMAL WELFARE NGO

Authors

  • Edson Luis Kuzma Universidade Estadual do Centro-Oeste
  • Adriana Queiroz Silva Universidade Estadual do Centro-Oeste
  • Ana Carolina Velozo Universidade Estadual do Centro-Oeste

Keywords:

Social Marketing, Third Sector, NGO.

Abstract

The use of Marketing actions is essential for the Third Sector. Through them, many benefits for their organizations are made feasible, mostly when these institutions have a small range of resources. Thus, recognizing the importance of Third Sector’s organizations, especially NGOs, this article aims to present the results obtained through an extension activity project applied to an institution here called Alpha NGO, from Irati/PR. The focus of this project, that uses the Marketing in the Third Sector, is increasing the social image of this organization, aiming its strengthening. It was enabled the development of activities that provided improvements to the visibility of the NGO in the community context; this was also tied to a better efficiency in fundraising. Overall, the project achieved the expected effect, considering the results obtained even in front of the challenges implied by the resource constraints.

Author Biographies

Edson Luis Kuzma, Universidade Estadual do Centro-Oeste

Aluno do Curso de Mestrado de Desenvolvimento Comunitário da Universidade Estadual Centro-Oeste (UNICENTRO), Brasil.

Adriana Queiroz Silva, Universidade Estadual do Centro-Oeste

Professora da Universidade Estadual Centro-Oeste (UNICENTRO), Brasil. Aluna do Curso de Doutorado de Administração do Positivo (UP), Brasil. 

Ana Carolina Velozo, Universidade Estadual do Centro-Oeste

Bacharel em Administração pela Universidade Estadual do Centro-Oeste (UNICENTRO), Brasil.

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Published

2015-08-11

Issue

Vol. 11 No. 2 (2015): Abril-Agosto de 2015

Section

ARTIGOS

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