Title Marketing humanitarnih organizacija Title (english) Marketing of Humanitarian Organizations Author Anamarija Jurčić Mentor Marija Baburić Vranešić (mentor) Committee member Vlatka Ružić (predsjednik povjerenstva)Committee member Ivana Arbanas (član povjerenstva) Committee member Marija Baburić Vranešić (član povjerenstva) Granter Polytechnic Nikola Tesla in Gospić Defense date and country 2023-07-11, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Marketing ima važnu ulogu u promicanju humanitarnih organizacija i njihovih ciljeva. Humanitarne organizacije se bave pomoći ljudima u potrebi i ostvarivanju humanitarnih ciljeva, a marketinški alati i strategije mogu pomoći u promicanju njihovih aktivnosti, povećanju svijesti o problemima s kojima se suočavaju, prikupljanju sredstava i privlačenju novih volontera i partnera. Međutim, marketing humanitarnih organizacija zahtijeva posebnu pažnju i pristup zbog senzibilnosti i emocionalne težine tema koje obrađuju. U ovom kontekstu, humanitarne organizacije se moraju pobrinuti da njihove marketinške kampanje budu humanitarne, etične i autentične, a istovremeno učinkovite u postizanju njihovih ciljeva. Uvodno, stoga, važno je razmotriti specifičnosti marketinga u humanitarnom sektoru i kako se marketinški alati i strategije mogu primijeniti kako bi se postigao veći utjecaj i pomoglo ljudima u potrebi. Kroz analizu poznate humanitarne marketinške kampanje „ShareTheMeal“ možemo vidjeti kako jednostavna ideja može dovesti do uspjeha kampanje i postizanja zacrtanih ciljeva. Putem mobilne aplikacije korisnici mogu donirati pomoć za obrok djetetu u potrebi. Drugi primjer marketinga humanitarne organizacije je "Ponos domovine" koju je pokrenula Zaklada "Hrvatska za djecu" i imala je za cilj prikupiti sredstva za izgradnju i opremanje dječje bolnice. Zaklada Ana Rukavina, koja se bavi prikupljanjem sredstava za financiranje programa darivanja koštane srži, unapređenja liječenja leukemije i drugih bolesti krvi te promicanja različitih oblika darivanja i volonterstva kroz veliki broj projekata koristi kreativne, inovativne i uspješne marketinške strategije. Ključne riječi: marketing, humanitarne organizacije, Zaklada Ana Rukavina
Abstract (english) Marketing plays an important role in promoting humanitarian organizations and their goals. Humanitarian organizations are involved in helping people in need, marketing tools and strategies can help increase awareness of the problems they face, raise funds, attract new volunteers and partners. Marketing in humanitarian organizations requires special attention and approach due to the sensitivity of the issues they address. Humanitarian organizations must ensure that their marketing campaigns are humanitarian, ethical and authentic, while also being effective in achieving their goals. There are various marketing strategies and tools that can be applied in the humanitarian sector to achieve greater impact and help people in need. Through analysis of the well-known humanitarian marketing campaign "ShareTheMeal," we can see how a simple idea can lead to the success of a campaign and the achievement of its goals. Through a mobile application, users can donate help to provide a meal for a child in need. Another example of marketing by a humanitarian organization is "Ponos domovine," initiated by the "Hrvatska za djecu" Foundation, which aimed to raise funds for the construction and equipping of a children's hospital. The Ana Rukavina Foundation, which raises funds to finance bone marrow donation programs, improve treatment of leukemia and other blood diseases, and promote various forms of donation and volunteering through a large number of projects, uses creative, innovative, and successful marketing strategies.
Keywords
marketing
humanitarne organizacije
Zaklada Ana Rukavina
Keywords (english)
marketing
humanitarian organizations
Zaklada Ana Rukavina
Language croatian URN:NBN urn:nbn:hr:107:337028 Study programme Title: Economics of entrepreneurship Type of resource Text File origin Born digital Access conditions Access restricted to students and staff of home institution Terms of use Created on 2023-09-11 11:24:07
