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Proposal for Improving the Marketing Communication of the Non-Profit Project Handipet Rescue with a Focus On Donor Communication
Falešníková, Denisa ; Koudelková, Petra (advisor) ; Koblovský, Petr (referee)
I set two main goals for my thesis, the first is to describe the possibilities of marketing communication and fundraising regarding the interaction of non-profit organizations with individual donors. The second is to use the gained knowledge to analyze the communication of the non-profit project Handipet Rescue and create a proposal for its improvement. In the theoretical part of my thesis, first, I focus on the way non-profit organizations operate in the Czech Republic in general and then specifically on marketing in the non-profit sector. I describe mainly the usage of marketing in the non-profit sector and the specifics of this sector. Finally, I focus on the current possibilities and practice. In the last chapter of the theoretical part, I summarize the current situation of non-profit organizations and donations in the Czech Republic. The practical part follows. First, I introduce the selected project Handipet Rescue. Second, I continue with analyzing its current situation using the SWOT analysis, PEST analysis and Porter's five forces analysis. Third, I conduct a communication analysis. Lastly, I present results brought by my research focused on the way people who are fond of animals perceive non-profit organizations helping animals in need and their awareness of the project Handipet Rescue....
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