A importância do marketing social aplicado na arrecadação de recursos para instituições sem fins lucrativos

Abstract

The understanding and application of Marketing has been gaining more space among small and large Organizations in the city of Palmas - TO. Marketing adapts to the organization's needs, with the intention of influencing people to consume its offer, which could be a product, service or social campaign. Given this, the study was developed with the objective of demonstrating the positive relationship of social marketing in raising resources for non-profit institutions in Palmas Tocantins, with the object of study being assistance activities linked to the spiritist centers of the Auta de Souza movement located in city. The research adopts a qualitative approach, using semi-structured interviews as the main data collection instrument. Participants are directors and volunteer workers from spiritist centers. The collected data is analyzed using the content analysis technique. The research results indicate that social marketing is a strategic tool for fundraising in NPOs, especially when used in an integrated way and with a focus on building relationships with the target audience. Spiritist centers in Palmas present different levels of application of social marketing, with varying results in fundraising. The study concludes that social marketing is an essential tool for the sustainability of NPOs, especially in a context of competition for resources. It is recommended that managers and volunteer workers be trained in the effective application of social marketing, as well as adapting strategies to the specific characteristics of each organization.