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Public relations in NGOs
Hrabětová, Lea ; Vrzáček, Petr (advisor) ; Šedivý, Marek (referee)
Hrabětová, L., Public relations in non-profit organizations. Diploma Thesis. Prague: Charles University in Prague, 2017. The thesis aims to develop a methodology PR for smaller non-profit organizations. PR analysis was carried out in a non-profit organization Charity Opava, which fulfills its mission, and its activities shows that PR function can improve the organization's image and provide a solid foundation for fundraising and marketing activities. Without a functional PR is the systematic implementation of fundraising activities elusive. I formulated a methodology based on the information gathered from semistructured interview with Ivo Mludek which has a PR of Charita Opava in chargé, from his lecture on PR for organizations working in social services in Charity Jesenik dated 20 of October 2016 and analysis of publicly available documents . Keywords: non-profit organizations, public relations in non-profit organizations, fundraising, cause-related marketing, Charity Opava, PR tools
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Psychological Factors Influencing Efficiency of Cause-related Marketing
Bernátová, Miriama ; Vranka, Marek (advisor) ; Báča, Ladislav (referee)
1 Annotation The bachelor thesis called "Psychological Factors Influencing Efficiency of Cause-related Marketing", deals with selected psychological factors and their effect on credibility of the campaign, the attitude towards the brand and purchase intention, which may have overall influence on efficiency of marketing communication. The thesis consists of two parts - theoretical and practical. Theoretical part includes definition of cause-related marketing, its benefits and typology as well as examples of CRM use. Theoretical part is also focused on psychological factors examined further in the study. Practical part involves the replication of the study, which aim is to examine influence of certain psychological factors on the efficiency of CRM. Chosen psychological factors are the type of the product and the perceived fit between the product and a cause. The results of the research indicate influence on the credibility of the campaign, brand attitude and purchase intention even though the hypotheses of the research were not confirmed.
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Public relations in NGOs
Hrabětová, Lea ; Vrzáček, Petr (advisor) ; Šedivý, Marek (referee)
Hrabětová, L., Public relations in non-profit organizations. Diploma Thesis. Prague: Charles University in Prague, 2017. The thesis aims to develop a methodology PR for smaller non-profit organizations. PR analysis was carried out in a non-profit organization Charity Opava, which fulfills its mission, and its activities shows that PR function can improve the organization's image and provide a solid foundation for fundraising and marketing activities. Without a functional PR is the systematic implementation of fundraising activities elusive. I formulated a methodology based on the information gathered from semistructured interview with Ivo Mludek which has a PR of Charita Opava in chargé, from his lecture on PR for organizations working in social services in Charity Jesenik dated 20 of October 2016 and analysis of publicly available documents . Keywords: non-profit organizations, public relations in non-profit organizations, fundraising, cause-related marketing, Charity Opava, PR tools
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Cause-related marketing campaign in the organization Mamma HELP in coordination with the company called Ryor
Kolářová, Simona ; Pospíšilová, Tereza (advisor) ; Dohnalová, Marie (referee)
The master thesis focuses on cause-related marketing (CRM) as one of the type of cooperation between NGOs and companies. Broader context of CRM is described in a theoretical part from the perspective of corporate environment as well as non-profit sector. One of the sections of the theoretical part is devoted to areas related to the success of CRM campaigns and this topic covers largely an empirical part of the thesis. There is a qualitative study based on a case study of a successful CRM campaign from the Czech Republic. The campaign was chosen by factors assuming the success of the CRM campaign which are described in the theory. First, the historical development of the campaign is described; the success of the campaign is investigated from the view of the NGO and the company afterwards. The empirical research is focuses on factors which could influence the success of the CRM campaign and how is the success perceived by representatives of the NGO and the company.
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Cause-Related Marketing a principy jeho fungování
Šanderová, Lenka ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
Nowadays firms are dealing with fierce competition and are "forced" to keep launching new products and strategies that would attract consumers'attention. One of the fastest growing marketing strategies - Cause-related marketing (CRM) addresses these trends as well as benefits from them. Cause-related marketing is a strategic partnership between a for-profit and non-profit organization. The contributions to the cause are made via consumer'purchases. As many statistics prove, CRM is a very effective strategy resulting in higher sales, enhanced image as well as loyalty. The question remains: how is it possible? What marketing concepts and techniques stand behind CRM? The diploma theses answers those questions and explains most important markteting and psychologial concepts from consumer's and firm's perspective.
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