ONLINE AND OFFLINE PRACTICES OF POLISH NGOS
ONLINE AND OFFLINE PRACTICES OF POLISH NGOS
Author(s): Ewa Prymon-RyśSubject(s): Social Sciences, Economy, Media studies, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Crowdfunding; Fundraising; Non-Governmental Organizations; Value;
Summary/Abstract: The aim of the article is to present various channels used by Polish nongovernmental organizations to provide value to their stakeholders and to obtain the necessary resources. The article explains the essence of NGO fundraising and shows fundraising-related communication activities – both online and ofline. In the following part, the article presents the results of observations of the Polish third sector – the observation results have identiied the communication tools most frequently used by NGOs. The most popular “ofline tools” are: paper reports, thank you letters, special events, posters and lealets, presentations and direct meetings. In particular, the latter allow for establishing and strengthening relations with stakeholders. In the online approach Polish nonproit organizations use social media, websites, blogs and e-mailing. The content marketing plays an important role in NGOs’ communication. The article also presents crowdfunding as a new online fundraising tool. It assesses its usefulness for NGOs in Poland. Observation shows that Polish NGOs prefer those fundraising tools that characterize greater relational potential over forms of communication enabling access to a wider range of stakeholders.
Journal: Marketing Identity
- Issue Year: 7/2019
- Issue No: 1
- Page Range: 927-935
- Page Count: 9
- Language: English
