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Strategic Giving in the Context of Transformation of the Česká Spořitelna Foundation: A Description of Two Different Giving Strategies
Žertová, Lucia ; Pospíšilová, Tereza (advisor) ; Dohnalová, Marie (referee)
Strategické darcovstvo v kontexte premeny Nadácie Českej sporiteľne: Popis dvoch rozličných darcovských stratégií Abstract This thesis deals with the issue of corporate philanthropy and its challenges in a case study of the transformation of the donor strategy of the Česká sporiteľna Foundation after its merging with the Depositum Bonum Foundation. The outcome of this study is a description of the merger of these foundations, and the aspects of the strategy in which the change took place. It is an assessment of the foundation's giving style, its relationship with the state, and the level at which it seeks to achieve social change. A further objective is to identify whether the new strategy shows signs of effective philanthropy or other approaches that might aid it in dealing with the challenges, that foundations of this type face, particularly the issues of legitimacy, effectiveness and accountability to stakeholders. Keywords: civil society, non-profit organisation, corporate foundation, corporate philanthropy, effective philanthropy, strategic giving, venture philanthropy.
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Communication of corporate foundations in the Czech Republic
Ortová, Nina ; Obluk, Ondřej (advisor) ; Zezulková, Markéta (referee)
Jméno, příjmení: Nina Ortová Název diplomové práce: Communication of corporate foundations in the Czech Republic Rok: 2017 Abstract The thesis deals with the issues and evaluation of use of marketing communication in corporate foundations and endowment funds in the Czech Republic. In theory part, it offers a brief overview of what tools of communication are being used in non-profit sector and what the new trends in marketing communication are. The theory part also look into moral aspects of existence of corporate foundations and their establishment under their umbrella corporation. The part of practical application reveals what specific tools of marketing communication corporate foundations use to promote themselves internally and externally and how efficient their communication is. It also maps the general brand awareness of the corporate foundations in the Czech Republic in relation to classic non-profit organizations. An inseparable part of this thesis is an insight into operation of corporate foundations through representatives of significant corporate foundations in the Czech Republic. The thesis also reveals whether the umbrella corporations only make use of their corporate foundations just in order to promote themselves or whether there really is a charitable background. Lastly, the thesis comprises...
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Communication of corporate foundations in the Czech Republic
Ortová, Nina ; Obluk, Ondřej (advisor) ; Zezulková, Markéta (referee)
Jméno, příjmení: Nina Ortová Název diplomové práce: Communication of corporate foundations in the Czech Republic Rok: 2017 Abstract The thesis deals with the issues and evaluation of use of marketing communication in corporate foundations and endowment funds in the Czech Republic. In theory part, it offers a brief overview of what tools of communication are being used in non-profit sector and what the new trends in marketing communication are. The theory part also look into moral aspects of existence of corporate foundations and their establishment under their umbrella corporation. The part of practical application reveals what specific tools of marketing communication corporate foundations use to promote themselves internally and externally and how efficient their communication is. It also maps the general brand awareness of the corporate foundations in the Czech Republic in relation to classic non-profit organizations. An inseparable part of this thesis is an insight into operation of corporate foundations through representatives of significant corporate foundations in the Czech Republic. The thesis also reveals whether the umbrella corporations only make use of their corporate foundations just in order to promote themselves or whether there really is a charitable background. Lastly, the thesis comprises...
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