| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| DM_SaraSantos_MGO3S_2016 | 1.88 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Num contexto em que as Organizações sem fins lucrativos (OSFL) são chamadas a intervir
para satisfazer as necessidades não cobertas pelo Estado, relativamente às populações cada
vez mais vulneráveis e com mais necessidades, as OSFL têm necessidade de
profissionalizar a sua intervenção e evidenciar aos seus stakeholders a sua missão, a sua
importância e a sua credibilidade na comunidade. As OSFL enfrentam hoje sérios desafios
relativamente ao financiamento da sua atividade. Um dos fatores que parece contribuir para
o agravamento desta situação prende-se com o desinvestimento de uma das suas principais
fontes de financiamento: o Estado. Assim, torna- se necessário analisar a disponibilidade
de outras fontes e delinear estratégias de diversificação que permitam alcançar a
sustentabilidade económica das mesmas.
As OSLF têm necessidade de diversificar as suas fontes de receita, recorrendo ao apoio de
doadores empresariais, angariar novos donativos e acima de tudo fidelizando-os. Sendo um
fator determinante para a sustentabilidade e para o cumprimento eficaz da missão das
OSFL, esta dissertação tem como objetivo discutir as motivações dos doadores e a sua
fidelização às OSFL na prática de donativos, bem como identificar, segundo esses
empresários, as práticas de marketing que essas OSFL podem desenvolver com vista à
obtenção dessa mesma fidelização. A investigação baseou-se num estudo de natureza
qualitativo, com o recurso a entrevistas semiestruturadas a vinte empresas com
responsabilidade social. Para ilustrar e exemplificar as questões das entrevistas, foi usado
o caso de uma OSFL, a AIREV, uma IPSS que presta apoio a pessoas com deficiência, no
concelho de Vizela. Os dados recolhidos foram analisados, assim como divididos em
categorias de análise e por fim comparados com a revisão bibliográfica. Após realizada a
análise e discussão dos resultados conclui-se que as empresas que apresentam como
principal motivação o altruísmo percebem a importância do seu donativo para a
sustentabilidade da OSFL e para o bem-estar das pessoas que as instituições atendem, e
fidelizam o seu donativo. As empresas não apontam a visibilidade/reconhecimento que
esse donativo possa trazer para a sua empresa como motivação para fazer um donativo. Os
entrevistados referiram também como critérios a considerar no momento de escolher a
OSFL a doar, a credibilidade da OSFL, assim como a sua proximidade física.
Este estudo permite, em termos teóricos identificar as motivações dos doadores e assim
promover a fidelização dos doadores das OSFL. Em termos de gestão das OSFL permite perceber as motivações dos empresários e definir as estratégias de marketing da instituição
em função das características dos potenciais doadores.
In a context where non-profit organizations (NPOs) are called upon to intervene to meet the needs not covered by the State, for the most vulnerable and most needy populations, NPOs need to professionalize their intervention and their mission, their importance and their credibility in the community. NPOs today face serious challenges regarding the financing of their activity. One of the factors that seems to contribute to the worsening of this situation is the disinvestment of one of its main sources of financing: the State. Thus, it is necessary to analyze the availability of other sources and to devise diversification strategies that allow them to achieve their economic sustainability. OSFL need to diversify their sources of income, using the support of corporate donors, raising new donations and, above all, retaining them. As a determining factor for sustainability and for the effective fulfillment of the mission of NPOs, this dissertation aims to discuss the motivations of donors and their loyalty to NPO’s in the practice of donations, as well as to identify, according to these entrepreneurs, the practices of Marketing that these NPO’s can develop in order to obtain the same loyalty. The research was based on a qualitative study, using semi-structured interviews with twenty companies with social responsibility. In order to illustrate and exemplify the interview questions, the case of an NPOA, the AIREV, an IPSS that provides support to people with disabilities in the municipality of Vizela was used. The collected data were analyzed, as well as divided into categories of analysis and finally compared with the bibliographic review. After analyzing and discussing the results, it is concluded that the companies that present as their main motivation the altruism perceive the importance of their donation to the sustainability of the NPO and the well-being of the people that the institutions attend, and they retain their donation. The companies do not point out the visibility / recognition that this donation can bring to your company as motivation to make a donation. The interviewees also referred as criteria to consider when choosing the NPO to donate, the credibility of the NPO, as well as its physical proximity. This study allows, in theoretical terms, to identify the motivations of the donors and thus to promote the loyalty of the donors of the NPO’s. In terms of managing NPO’s, it is possible to perceive the motivations of entrepreneurs and to define the marketing strategies of the institution according to the characteristics of potential donors.
In a context where non-profit organizations (NPOs) are called upon to intervene to meet the needs not covered by the State, for the most vulnerable and most needy populations, NPOs need to professionalize their intervention and their mission, their importance and their credibility in the community. NPOs today face serious challenges regarding the financing of their activity. One of the factors that seems to contribute to the worsening of this situation is the disinvestment of one of its main sources of financing: the State. Thus, it is necessary to analyze the availability of other sources and to devise diversification strategies that allow them to achieve their economic sustainability. OSFL need to diversify their sources of income, using the support of corporate donors, raising new donations and, above all, retaining them. As a determining factor for sustainability and for the effective fulfillment of the mission of NPOs, this dissertation aims to discuss the motivations of donors and their loyalty to NPO’s in the practice of donations, as well as to identify, according to these entrepreneurs, the practices of Marketing that these NPO’s can develop in order to obtain the same loyalty. The research was based on a qualitative study, using semi-structured interviews with twenty companies with social responsibility. In order to illustrate and exemplify the interview questions, the case of an NPOA, the AIREV, an IPSS that provides support to people with disabilities in the municipality of Vizela was used. The collected data were analyzed, as well as divided into categories of analysis and finally compared with the bibliographic review. After analyzing and discussing the results, it is concluded that the companies that present as their main motivation the altruism perceive the importance of their donation to the sustainability of the NPO and the well-being of the people that the institutions attend, and they retain their donation. The companies do not point out the visibility / recognition that this donation can bring to your company as motivation to make a donation. The interviewees also referred as criteria to consider when choosing the NPO to donate, the credibility of the NPO, as well as its physical proximity. This study allows, in theoretical terms, to identify the motivations of the donors and thus to promote the loyalty of the donors of the NPO’s. In terms of managing NPO’s, it is possible to perceive the motivations of entrepreneurs and to define the marketing strategies of the institution according to the characteristics of potential donors.
Description
Dissertação de Mestrado em Gestão das Organizações do Terceiro Setor
Keywords
Organizações Sem Fins Lucrativos Teoria dos Stakeholders Fundraising Responsabilidade Social das Empresas Doadores e Marketing das Organizações sem fins lucrativos
Pedagogical Context
Citation
Publisher
Instituto Politécnico do Porto, Escola Superior da Tecnologia e Gestão