Analýza online marketingové komunikace neziskových organizací

Abstract

This bachelor thesis focuses on the analysis of online marketing communication of selected non-profit organizations – ADRA Czech Republic, Diaconia of the Evangelical Church of Czech Brethren, and People in Need. The aim of the thesis is to evaluate the level of their online communication, identify effective communication elements, and propose recommendations for its improvement in line with current trends and the needs of target audiences. The theoretical part introduces key concepts and tools of online marketing communication, with an emphasis on the specifics of the non-profit sector. The practical part is based on content analysis of website articles and social media posts (Facebook, Instagram, X, YouTube), SWOT and TOWS analysis, benchmarking comparison, and secondary data analysis. The results revealed varying degrees of activity and effectiveness among the examined organizations, with People in Need being the most active. The recommendations include increasing the frequency of publishing, expanding to additional platforms, emphasizing visual and interactive content, building relationships with audiences, and improving communication transparency. This thesis may serve as a resource for optimizing the online communication strategies of non-profit organizations.