Sociální sítě jako nástroj propagace pro neziskovou organizaci Čtyřlístek

Promotion is an essential part of every organization, as it allows people to become familiar with the organization and its offerings. In today’s world, which is increasingly shifting into the online environment, social media has become one of the key tools of promotion. Organizations that want to keep pace with this digital transformation should utilize social media—however, not all of them do so effectively.The main aim of this thesis is to identify suitable marketing tools and techniques that can raise awareness of the organization and support the sustainability of its activities. The research was conducted through a questionnaire focused on the preferences of the target group.The results show that the non-profit organization Čtyřlístek has significant room for improvement in its social media promotion, but also considerable potential. Based on these findings, recommendations were proposed, focusing on a realistic strategy, consistency, content quality, and visual appeal.