Różnicowanie przekazu komunikacyjnego instytucji non profit w krajach Unii Europejskiej
The Diversified Forms of Communication Applied by Non-profit Organisations in EU Member States

Summary/Abstract: The paper presents, in the light of the literature in the field, a review of standardised and adapted communication methods applied by organisations which operate on international markets. The problem of diversification is presented in the context of communicating social messages. The paper also presents the methodology and results of the analysis of messages communicated by non-profit organisations. The analysis assesses 81 campaigns and promotions conducted worldwide by Greenpeace and WWF, including 56 campaigns launched in EU member states. They are described on the basis of selected analytical criteria. The author attempts to evaluate the rationale and reasons for diversifying the messages communicated in campaigns launched by non-profit organisations.

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