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The role of communication strategy in nonprofit sector
Hlavatá, Aneta ; Vránová, Miriam (advisor) ; Legnerová, Kateřina (referee)
New civil society organizations are those that are most often commercialized. Salamon (2005) discusses commercialization when organizations are motivated to offer services and products exclusively for profit. He presents commercialization as the penetration of market principles, culture and thinking into the non-profit sector. This phenomenon at NGOs serves the purpose of gaining financial independence and legitimization. On the other hand, the Center for Public Opinion Research (2019) published a report in which it was found that NGOs find themselves at the bottom places in a survey of credibility in selected institutions. The diploma thesis aimed to determine how NGOs should successfully communicate their activity to stakeholders to strengthen external credibility and gain financial independence and corporate culture. The research included techniques such as questionnaire survey, non- intrusive techniques and semi-structured interviews. The results have shown that the role of communication strategy is significant in the selected NGO. The NGO develops and evaluates the strategy annually and includes its entire organizational team. The results also drew attention to elements of commercialization in the organization. The processes in the selected NGO are to build a good name in society, which could...
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A development of traditional sports non-government organization: Sokol club Písek and its stakeholders
Thýnová, Klára ; Pospíšilová, Tereza (advisor) ; Navrátil, Jiří (referee)
Sokol, as one of the traditional mass special - interest organizations in the Czech republic relates on the tradition from the point of its foundation in 1862. Despite the fact that this organization proved to overcome several prohibitions its activities and to re-established, the modern period and its life style could be fatal for it. Especially the traditional program - universality is not as popular as so - called special sports among public neither donors. Because of that the thesis describes an attitude of selected groups of Sokol club's Písek stakeholders, and its opinions about the universality, the reference to a community, the strenght of communication, the real and potencial Sokol's benefit for a community, etc. The output of the thesis is proposing of the strategy for the work with particular members of community.
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Commercionalization of Non Profit Organizations, Analysis of Commercial Activities of Czech Non Profit Organizations in the Field of Social Rehabilitation
Gala, Antonín ; Šťovíčková Jantulová, Magdaléna (advisor) ; Dohnalová, Marie (referee)
Anglický This thesis deals with commercionalization and commercial activities of Czech Non-profit organizations providing social services in the field of social rehabilitation. In the first, theoretical, part the commercionalization issue is thoroughly explained, next a summary of researched legal persons and organizational theories used is presented. In the second, methodological part, research quantitative design and all necessary requisites are presented. Third, empirical, part deals with research evaluation. Research was done with usage of electronic questionnaire asking about forms of commercial activities, extent of commercionalization and factors leading to NGOs acceptance of commercial activities. It was found out that over one half of examined NGOs is commercially active, the most common form of commercial activities were selling goods and services. It was also found out that extent of commercionalization was low with a potential for future growth, the most frequent factor for commercial activities acceptance were placing NGO's client on the market and uncertainty of state, EU grants.
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Tingatinga: cooperative or family?
Lhotová, Zuzana ; Halbich, Marek (advisor) ; Mildnerová, Kateřina (referee)
The topic of the diploma thesis are the tingatinga painters in Tangatinga Arts Cooperative Society in Tanzania. The tingatinga art is based on the motive of the African nature and on the lives of the people in Tanzania. These painters accept both the rules of the cooperative as well as the hierarchy of a family, because this organization is based primarily on the family interconnections. The goal of the thesis is to find which institution type is the dominant one and the principles of how cooperative operates. The relationship with the founder of this art style is also interesting. The thesis is based on the anthropology of tourism because it deals with a touristic art. Some of the approaches can be applied to the study of tingatinga painters but some of them are in contrast. Another question is whether the relation between the painters and the tourists is influenced by the process of acculturation. The art and the painters are influenced with the commercialization process and this thesis tries to capture this dynamic process and the influence of tourists on its creating.
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A development of traditional sports non-government organization: Sokol club Písek and its stakeholders
Thýnová, Klára ; Pospíšilová, Tereza (advisor) ; Navrátil, Jiří (referee)
Sokol, as one of the traditional mass special - interest organizations in the Czech republic relates on the tradition from the point of its foundation in 1862. Despite the fact that this organization proved to overcome several prohibitions its activities and to re-established, the modern period and its life style could be fatal for it. Especially the traditional program - universality is not as popular as so - called special sports among public neither donors. Because of that the thesis describes an attitude of selected groups of Sokol club's Písek stakeholders, and its opinions about the universality, the reference to a community, the strenght of communication, the real and potencial Sokol's benefit for a community, etc. The output of the thesis is proposing of the strategy for the work with particular members of community.
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