Marketing Communication of the „Kocour Preventista” Project by the Non-profit Organization „Zachraň život“

This thesis examines the marketing communication of the project „Kocour Preventista“, implemented by the non-profit organization „Zachraň život“. The aim of the thesis is to evaluate the current level of communication from the perspective of internal stakeholders and primary-school teachers, and, based on the findings, propose recommendations for its improvement. The theoretical part outlines the specifics of marketing communication in the non-profit sector, while the practical part employs a mixed-methods research design that includes a survey-based research probe among teachers, semi-structured interviews with internal project members, and a case study carried out by student teams. Data triangulation made it possible to identify the strengths of the project’s communication, describe its weaknesses, and determine the key factors influencing effective engagement with the target audience. Based on the analysis, a set of recommendations was formulated, focusing on strengthening the web presentation, systematizing e-mail communication, developing individual communication channels, and improving internal communication processes.