Gestión de la imagen institucional para el posicionamiento de la Organización No Gubernamental servicio jesuita a refugiados - Ecuador en los stakeholders con el propósito de fomentar sus fuentes de financiamiento
This research project is based on the management of the image to achieve the visibility of a Non-Governmental Organization in order to raise as much funds as possible. For an NGO, fundraising is critical for its performance and the achievement of corporate goals, when the image is handled incorrectl...
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| Formato: | bachelorThesis |
| Idioma: | spa |
| Publicado em: |
2016
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| Assuntos: | |
| Acesso em linha: | http://dspace.udla.edu.ec/handle/33000/5558 |
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Adicionar Tag | Resumo: | This research project is based on the management of the image to achieve the visibility of a Non-Governmental Organization in order to raise as much funds as possible. For an NGO, fundraising is critical for its performance and the achievement of corporate goals, when the image is handled incorrectly there is no recognition by stakeholders; therefore they are unable to raise the necessary resources to carry out the activities of the organization. The theoretical framework is based on communicational theories, image and fundraising exposed mainly by Capriotti, Villafañe, Bath and Salvador, among others. The application of concepts was used to make a plan to improve organizational image of Servicio Jesuita a Refugiados Ecuador (SJR) for the recognition of their stakeholders and promoting fundraising. For the research, it was used a mixed approach, which uses techniques of qualitative and quantitative methodology through interviews and surveys to the managers of SJR, international donors that fund, companies in the public and private sector which could provide resources, and beneficiaries who favor of the activities of the organization. The results that emerged from the research allowed to know the currently strategies used in the SJR for communication management and raising resources, which includes financial, sponsorship and volunteer. In addition, the perception of stakeholders of the organization, and information about the communicational tools and channels and that they use was discovered. The objective of this project was the development of a communication plan that provides the necessary strategies for the SJR to manage its institutional image and project towards its stakeholders, to achieving an increasing their funding sources. |
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