Návrh marketingové strategie nestátní neziskové organizace

Abstract

This dissertation concentrates on „Designing the marketing strategy of non-state non-profit organization“ with focus on civic association Život dětem. The aim of this dissertation is to propose such strategy that would increase general knowledge of the organization and build up its trustworthiness so that the number of potential donors and volunteers could increase. The theoretical part of the dissertation contains the characteristics of non-profit sector. It includes its classification, typology, types and areas of non-profit organizations’ activities and mainly its sources of financing. Also the idea of marketing and marketing strategy are defined and explained in the paper for purposes of non-profit organizations. To find out the current conditions of general knowledge about the civic association Život dětem questionnaires were used in the research. Based on this gained information some recommendations were designed and proposed to increase the attractiveness of this organization.