PR strategie neziskové organizace NAUTIS zaměřena na individuální dárce

The thesis deals with the issue of public relations in a specific non-governmental non-profit organization. The goal is to evaluate the current PR strategy of the NGO NAUTIS and on the basis of quantitative and qualitative research to propose an improvement of the PR strategy aimed at individual donors, who should make up a larger percentage of the total income of the organization. The theoretical part first deals with a general definition of public relations, followed by a focus on NGO ‘s PR. The current state of public relations of the NGO NAUTIS is examined through content analysis, observation, data analysis of internal materials provided by the organization, and an interview with the director. In the practical part of the thesis, quantitative research is used to compile a profile of an individual donor, that should be targeted by the new PR strategy. Qualitative research is carried out using in-depth interviews to uncover the motives, needs and opinions of individual donors. Following the identified shortcomings of the current strategy, together with the research data in the practical part, recommendations are proposed together with suggestions to increase the effectiveness of reaching potential individual donors. After the implementation of the new PR strategy, the number of individual donors and the awareness of NAUTIS should increase.