Marketingové strategie neziskové organizace Člověk v tísni

The main objective of this bachelor thesis is to propose the improvement of the marketing strategy of the non-profit organization People in Need. This thesis focuses on one specific product that this particular organization offers - the Real Gift. The secondary objective consists of a detailed study of available literature on this topic, including scientific articles that explain non-profit marketing strategies. The theoretical part explains the typical characteristics of non-profit organizations, their financing and marketing activities. Theoretical findings are applied to a specific organization. In the practical part I apply the questionnaire method to determine the current marketing situation and based on the results obtained, I suggest means for improving communication with the target group. The conclusion includes further recommendations for possible improvements based on the research results from the questionnaire.