Analysis and proposal of the fundraising strategy for a certain non-profit organization
| Thesis title: | Zhodnocení a návrh fundraisingové strategie vybrané neziskové organizace |
|---|---|
| Author: | Hrubá, Lucie |
| Thesis type: | Diplomová práce |
| Supervisor: | Boukal, Petr |
| Opponents: | Špička, Jindřich |
| Thesis language: | Česky |
| Abstract: | Hlavním cílem diplomové práce je návrh vhodné fundraisingové strategie pro vybranou neziskovou organizaci #Holky z marketingu. Za tímto účelem je analyzován vzorek deseti zapsaných spolků, jejich zdroje financování a metody fundraisingu. Součástí práce je také provedená analýza vnějšího okolí pomocí analýzy PESTLE a analýza vnitřních faktorů, která vychází ze sekundárních dat a z rozhovoru se spoluzakladatelkou spolku Holky z marketingu. Výsledky z těchto analýz jsou shrnuty v analýze SWOT a na jejím základě navržena fundraisingová strategie pro spolek Holky z marketingu. Tato strategie se opírá především o zdroje získané vlastní činností a od firemních dárců. Dále byly na základě analýzy navrženy vhodné fundraisingové metody, které by měl spolek do své strategie získávání zdrojů zahrnout. |
| Keywords: | Nezisková organizace; fundraising; fundraisingová strategie; financování neziskových organizací |
| Thesis title: | Analysis and proposal of the fundraising strategy for a certain non-profit organization |
|---|---|
| Author: | Hrubá, Lucie |
| Thesis type: | Diploma thesis |
| Supervisor: | Boukal, Petr |
| Opponents: | Špička, Jindřich |
| Thesis language: | Česky |
| Abstract: | The main goal of the thesis is to propose a suitable fundraising strategy for a non-profit organization #Holky z marketingu. For this purpose, a sample of ten non-profit organizations, their sources of funding and fundraising methods are analyzed. Part of this thesis is also an analysis of the external environment using PESTLE analysis and analysis of internal factors, which is based on secondary data and an interview with the co-founder of the #Holky z marketingu. The results of these analyzes are summarized into the SWOT analysis and fundraising strategy for #Holky z marketing was based on it. This strategy was based primarily on resources obtained through organization‘s own activities and from corporate donors. Furthermore, based on the analysis, suitable fundraising methods were proposed, which the organization should include in its fundraising strategy. |
| Keywords: | Non-profit organization; fundraising; fundraising strategy; financing of the non-profit organizations |
Information about study
| Study programme: | Ekonomika a management/Management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of strategy |
Information on submission and defense
| Date of assignment: | 17. 12. 2019 |
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| Date of submission: | 15. 12. 2020 |
| Date of defense: | 25. 1. 2021 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/71991/podrobnosti |