Communication Strategy of the Non-Profit Organization Qazaq Nomad z.s

This bachelor’s thesis focuses on the development of a communication strategy for the diasporic organization Qazaq Nomad z.s., which brings together the Kazakh community living in the Czech Republic. The target group consists primarily of migrants from Kazakhstan who seek mutual support and a space for sharing experiences. The theoretical part of the thesis addresses diaspora, the basic concepts of marketing communication, and the specifics of its use in the non-profit sector. The analytical and research parts examine the organization’s current communication, including its perception by the target group, and the perspective of key stakeholders. Based on empirical findings, a communication strategy is proposed with the aim of increasing the target group’s engagement on Instagram. The strategy includes post prototypes, which were validated by association’s management and tested with the target group. The final output of the thesis is a one-month Instagram campaign promoting the organization’s participation in the RefuFest 2026 festival while also aiming to reach potential volunteers.