Nonprofit Marketing - effective communication: A case study of nonprofit organizations in Slovakia
Author
Frankova, Veronika
Term
10. term
Publication year
2012
Abstract
Denne afhandling undersøger nonprofitorganisationers udadvendte marketing i Slovakiet med fokus på, hvordan indsamlingskampagner udvikler og formidler deres budskaber. Studiet er kvalitativt, analytisk og komparativt og bygger på tre casestudier: to fra slovakiske nonprofitorganisationer og ét fra en international nonprofitorganisation, med kampagner analyseret i det slovakiske marked. Hver case vurderes enkeltvis og sammenlignes derefter på tværs. For at undersøge ekstern kommunikation anvendes diskursanalyse, en metode der fortolker, hvordan mening skabes gennem billeder og sprog. Analysen ser nærmere på visuelle valg, såsom hvordan personer, objekter og situationer fremstilles, samt på ordvalg, tone og andre tekstlige elementer. Teoriafsnittet samler centrale marketingteorier (både traditionelle og nonprofit-specifikke) om principper for marketing i nonprofitsektoren og diskuterer elementer i kommunikationsprocesser. Derudover udvides teorier om kampagneudvikling og budskabsdesign med psykologiske principper, der er til stede i kampagnerne. Kombinationen af flere teorier og metoder giver et dybere og mere samlet indblik i nonprofitorganisationers eksterne kommunikation i den slovakiske kontekst.
This thesis examines the outward-facing marketing of nonprofit organizations in Slovakia, focusing on how fundraising campaigns craft and convey their messages. It is a qualitative, analytical, and comparative study that uses a case study design with three campaigns: two from Slovak nonprofits and one from an international nonprofit, with the campaigns examined in the Slovak market. Each case is analyzed on its own and then compared across cases. To study external communication, the thesis applies discourse analysis, a method that interprets how meaning is created through images and language. The analysis looks closely at visual choices—such as how people, objects, and situations are depicted—as well as wording, tone, and other textual elements. The theoretical chapter brings together key marketing theories (both traditional and nonprofit-focused) on principles relevant to the nonprofit environment and discusses elements of communication processes. It also extends theories on campaign development and message design by considering psychological principles present in the campaigns. By combining several theories and methods, the study offers a deeper and more integrated view of nonprofit external communication in the Slovak context.
[This abstract was generated with the help of AI]
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