Marketing communication on Charita Jeseník

Marketing communication is becoming increasingly important for non-profit organizations today. With increasing competition, it is necessary to effectively reach and engage target groups, inform them about their activities, and gain support for their activities. The bachelor´s thesis aims to evaluate the current state of marketing communication of the non-profit organization Charita Jeseník, its comparison with similarly focused organizations, and the subsequent determination of recommendations for its improvement and effectiveness. The theoretical part summarizes the key findings related to marketing, marketing communication, and promotional mix tools. It also deals with the importance of marketing and marketing communication in non-profit organizations. The practical part includes both primary and secondary research in the form of an analysis of the current marketing communication of Charita Jeseník, an analysis of the marketing communication of its similarly focused organizations in the Jeseník district, and a questionnaire survey. The work is also complemented by the analysis of MML-TGI data. The contribution of this thesis is mainly for Charita Jeseník, who will continue to work with the results of the thesis.