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This master’s thesis examines charity campaigning in the market-oriented environment of postmodern societies. Contemporary societies build upon markets, and even charity organizations have adopted business logic in their actions. Market competition is intense, as charity organizations compete over the attention of private donors. Charity marketing is often targeted to individuals, reflecting the general trends of individualization in the postmodern era. Individuals are regarded the primary actors in the forums of society, politics and markets, and freedom of choice can be applied almost everywhere from lifestyle to consumer decisions – also in charity participation. In this research, charity campaign participation is treated from the perspective of individual decision-making. Charity is considered as an everyday consumer decision that represents a form of political consumerism. In addition, charity participation is understood to be an element of personal self-expression and identity-building. Individuals demonstrate personal needs in the market, and businesses and organizations meet these needs by offering personalized solutions. This research seeks evidence of the processes of individualization and marketization in charity campaigning and discusses the meaning of these phenomenon for campaign audiences and charity organizations. The research takes place in the context of Finland, and the data of the research consists of poster marketing of the Finnish Red Cross Hunger Day campaign from the period of 1981–2018. With the analytical focus in marketing language and style, the campaign posters are analysed with methods of discourse analysis and visual rhetoric analysis. The results of the analysis suggest that the campaign marketing strives to meet individualistic needs by offering campaign participants a selection of desirable status roles to identify with. Charity marketing appears consumer-oriented and strategic in a business sense. With these findings, the research aims to contribute in the recent discussion on the changing role of non-profit organizations in the postmodern consumer societies. In addition, the research wishes to offer fresh viewpoints on political consumerism, by treating charity participation as a form of politically aware decision-making in the market.
Abstract The following thesis examines the impact of different kind of charities in various Finish companies. The main goal is to give an overview of the possibilities of how charity campaigns are implemented in companies. The results are aimed to show how different forms of charity impacts on companies. The qualitative research method was chosen as it provides a more in-depth understanding of human behavior and the reasons that lead to several actions. As the qualitative research is based on “Why” and “How” questions (Clayton 2010:95), the results of this research method are appropriate for this thesis to achieve the most valuable results. The main questions are trying to find answers about the main interests of companies in charity campaigns and the most efficient ways for companies to benefit from those campaigns. These results were found with semi-structured interviews of six Finish companies. The main reason for companies taking part in charity campaigns are the role of stakeholders which demand socially responsible behavior from companies, the improved position of the customers view and wished for positive long-term effects. The attendance of companies in charity programs have different motives and the way the companies are supporting charity are widespread. Companies are either contacted by organizations to join charity programs or they can have already long-term cooperation partners. Not every kind of company fits for all types of charity, therefore a link between the company´s field of working and the suitable type of charity is inevitable. Besides all these aspects, the role of the customers and the changing image of a company by taking part in charity campaigns are examined in this thesis. Some companies do not communicate their presence in charity while others build real marketing strategies around their social engagement.
Public sector across the globe is currently experiencing a decline in public trust and this issue has been widely discussed across the globe. While working as a fundraiser in summer 2018, the author discovered that charities are struggling to recruit and keep their regular donors. Donations from general people are one of the main sources of charity funding. Individuals who donate to charities do not receive a direct benefit in exchange for their support to charities. Moreover, they don’t have all the necessary information, on which they can decide to donate. Trust is what facilitates the transactions between charities and donors in such a situation. Some studies, for instance by the European Fundraising Association shows that the number of donors in Finland and Sweden has declined. But research on public trust in Finland and Sweden is scarce. There is a gap in comprehensive studies of public trust in charities in Finland and Sweden. The key research aim of this thesis is to examine the level of public trust in Charities in Finland and Sweden. This thesis aims to answer the question "how is the situation of public trust in the charity sector in Finland and Sweden?" To answer the research questions two separate surveys were conducted to observe situation of public trust in Finnish and Swedish charity sectors. Another two separate surveys were conducted to observe the level of public trust in Greenpeace Finland (experiencing a decline in donor numbers) and Finnish Red Cross (experiencing growth in donor numbers) and its effects. Interviews were conducted with fundraising manager of Finish Red Cross and Greenpeace Finland, and annual reports of these organizations were also analyzed in this thesis. Quantitative descriptive analysis of survey data and content analysis of qualitative interview data were done. Three main points can be highlighted in this thesis. First, public trust in charity sector in Finland Sweden is in satisfactory level, which also means that there is room for improvements. Second, public trust is important for donors while making donation decisions and administrative efficiency, transparency and accountability are main determinants of their trust towards a charity organization. And the third, public trust is not the sole reason that determines the growth in donation collection in the charity organizations.
Tämän Pro Gradu -tutkielman tarkoituksena oli selvittää sponsorityytyväisyyttä hyvän-tekeväisyysurheilutapahtumissa. Yritysten lisääntynyt kiinnostus yhteiskuntavastuullisuu-desta, hyväntekeväisyysurheilutapahtumien lisääntyminen ja vähäinen tutkimus niihin liittyen muodostivat tarpeen tutkia aihealuetta tarkemmin. Tutkimuksen teoreettinen osuus keskittyy sponsoroinnin kehitykseen, hyväntekeväisyysurheilutapahtumien sponsorointiin ja sponsorointiin markkinointiviestinnän keinona. Tyytyväisyyden konseptista keskustellaan markkinointiteorioiden avulla ja sponsorointityytyväisyyden arvioinnista osana kokonaisvaltaisampaa sponsoroinnin tehokkuuden arviointia. Empiirinen osio on toteutettu kvalitatiivisena tutkimuksena. Semistrukturoidut haastattelut ovat kerätty haastatellen 12 pää- ja sivusponsoria Maailman Pisin Salibandyottelu nimisestä hyväntekeväisyysurheilutapahtumasta. Datan analysoinnissa on vertailtu sponsoreiden odotuksia heidän kokemuksiinsa sekä tutkittu heidän kokemaansa sponsorityytyväisyyttä. Tutkimustulokset tukevat olemassa olevia tutkimustuloksia sponsoreiden motiivien olevan niin epäitsekkäitä kuin itsekkäitäkin. Sponsoreilla ei ollut suuria odotuksia, eikä varsinkaan rahallisia odotuksia sponsorointiaan kohtaan. He kuitenkin toivoivat hyötyvänsä sponsoroinnistaan, pääasiassa yrityksen näkyvyyden kautta. Odotusten ylitys tai niiden täyttyminen vaikutti positiivisesti sponsorointityytyväisyyteen. Negatiiviset kokemukset eivät välttämättä vaikuttaneet mittavasti sponsoreiden kokonaistyytyväisyyteen. tyytyväisyys näytti määräytyvän pääasiassa hyvän tekemisen, tapahtuman koetun onnistumisen ja tapahtumajärjestelyiden kautta.
Adventure, long-haul journey, sport and charity tourism have become more and more popular ways of seeing the world. People want unique experiences and are constantly looking for self-fulfillment, self-discovery and excitement. Eco travel, adventures and charity are current topics not only in the field of tourism and hospitality but also in everyday life all around the world. With this project-based bachelor’s thesis, we focused on a current topic of charity by imple-menting an experiential fundraising event. Understanding the characteristics and statistics of people giving and communicating with the event’s followers are necessary aspects of raising awareness for a charity and a specific cause. This thesis concentrates on the theory of fund-raising and marketing communications related to experiential events and the implementation of it in our Cycling Summer 2013 –project. Cycling Summer 2013 started with the process of brainstorming and planning in December 2012, having approximately half a year to do the preparations and embark on the journey on May 24th 2013. The cycling itself lasted 56 days, after which we took about a year’s break before starting to transform the experience into paper. We had to change perspectives during the process, which led to quite short timeframe for finishing our thesis. The initial goal of this thesis was to raise money for UNICEF- charity organization with an experiential marketing event, cycling from San Francisco to New York in 56 days. Further the aim of the paper is to give a better understanding of actions to consider when organizing any kind of an experiential fundraising event. Experiantial marketing is a new way for brands to increase their awereness and affect con-sumer loyalty. As competition in service and goods industry is rising, brands need to come up with new ways to market themselves. With experiential marketing, consumers’ purchase de-cision can be affected by providing meaningful and emotional experiences ultimately creating a connection between the consumer and the brand. As the results of this thesis indicate, charity event is not the most profitable way to raise funds, but it gives a competitive advantage for the organization to affect consumers’ minds emotianally thus creating awareness of the cause and increasing their knowledge as far as to get into their liking. For future projects, a short list of advice is provided in the final chapter of this paper. These are issues that we see as potential topics for improvement based on our own experience.
Oulu University of Applied Sciences Degree Programme in Information Technology Author: Hari Pandey Title of the bachelor’s thesis: WEB APPLICATION DEVELOPMENT FOR MAYA NEPAL RY Supervisor: Terhi Holappa Term and year of completion: Spring 2017 Pages: 41 + 1 appendices Maya Nepal Ry is a foundation which provides shelter, education and future for the orphan and homeless children in Nepal. It is registered in Finland. Many volunteer activities like restaurant day and charity sale happens in Finland and the profit is sent to children home in Nepal, without any deductions. Maya Nepal Ry had an existing website. The existing website had the problems with usability and the client was unsatisfied with their website. The main aim of this Bachelor’s thesis was to overcome the pre-existing usability problem with the existing webpage. The Waterfall model was followed to develop this application. This process consisted of analysis, design, development and testing. For this application development I used tools such as HTML5, CSS, Bootstrap and JavaScript. Only the user interface was supposed to be done during this thesis project. First the application was designed with a pen and a paper. Then the design was made by computer according to the client’s requirements. After the design had been approved, the development work was started. After the development work had been done, trial was done by inviting three test users. Feedback was collected from each test user and improvements in the web application were done. Finally, the UI (user interface) of the new application was ready. The end result was according to the plan.
This thesis is a written report on how to plan, produce and manage a charity sports event. This event was commissioned by the City of Porvoo – Sports department and also in cooperation with Charity Organization Rotary Club located in Porvoo, Finland. For the past twenty years, the city of Porvoo has provided the citizens free outdoors aerobic classes during the Summer. The event managers contacted the city of Porvoo to inquire about the possibility of combining their annual public park aerobics together with the event manager’s ideas. The events manager’s ideas consisted of creating a charity sports event, by combining Porvoo’s last park aerobics of the season with the charity to raise funds for the New Children’s Hospital. The events end goal was to bring the city of Porvoo together to spread awareness regarding healthy lifestyle, and to also raise money for the New Children’s Hospital. Jumppaa Hyvän Asian Puolesta - event took place on August 21st 2014. The goals were met and exceeded in the eyes of the stakeholders and of course the event managers. The event managed to raise over 2000 euros to go towards the New Children’s Hospital foundation. It also successfully managed to create a fun and welcoming experience for the 400+ guests who attended. This report starts with an introduction of the project background explaining the aims and objectives for this event. Following the project background is the theoretical framework which consists of the stages of the event management and planning process. In the reports next section the event managers explain how they implemented event planning, producing and managing in practice during Jumppaa Hyvän Asian Puolesta. Ending this report will sum up and analysis the results of the event success and failures.
aihe: "Gillets Amore Proximi Barn=Cassas Räkenskaps Bok" (Kilta Amore Proximin lapsikassan tilikirja) vuosilta 1813–1875. kirjassa on selonteko vuoden 1812 pääomasta jolloin kassan hallinto luovutettiin Loviisan kirkkoneuvostolle. Killalla on taustansa veljeskunta Gillet Amore Proximi tai Läheisen Rakkauden Kilta joka toimi Loviisassa vuosina 1786–1812. Salaseura, jonka oli perustanut kahdeksan Loviisan yläluokan miestä, harrasti myös hyväntekeväisyyttä vähäosaisille lapsille. Killan ohjesäännöissä mainitaan hyväntekeväisyys vähäosaisille lapsille ja koulutus, kevyt ja iloinen elämä sekä erilaiset kehittävät huvitukset.
Donations have become more necessary in a current world, and it has affected to the business sector as well. The will to help and donate exists among companies but to find the right target is a challenge that many are dealing with. Goodwill ry has launched an application which gathers fundraising organizations under the same roof to make donating for them as smooth and easy as possible. It helps companies to choose and find the right target for their donation. This thesis studies the effects and benefits of donations to companies’ brand image, the main reasons behind the donations and the elements of successful cooperation between fundraising organizations and companies. This research also shows, in addition to monetary, some different ways of doing donations and charity. The purpose of this research is to provide practical and relevant information to fundraising organizations from the business world – Help to communicate and approach companies in more effective way. What companies value in cooperation, how they see the idea of doing good as part of their brand and what are the ultimate effects and benefits from doing donations, are critical questions. The effects can be internal or external, negative or positive, tangible or intangible, and this thesis studies the external and beneficial effects of donations. Theoretical framework is built to support the research, methods used and to provide structure and essential concepts relevant to the topic. Desktop research and qualitative interviews are used as research methods and the data gathered was qualitatively analysed. The semi-structured interviews are the most important source of information when results and views are discussed. The results show that companies appreciate the values, ethics and principles of genuine cooperation with the fundraising organizations and have a desire to do good. The basis of donations is that the donors don’t get anything back from it but the intangible benefits are something that companies are taking a closer look at. Although, the intangible effects of donations are very challenging for companies to exactly measure because personal values of all parties involved influence the results. Based on this study and research done, it is fair to say that companies are willing to do good and charitable actions are increasing. The donations and especially benefits of donations are hard to communicate but what makes the difference is overall transparency from both parties, the donor and the fundraising organization.
This thesis concerns what a foreign startup charity in Finland should include in a marketing strategy along with reasons why. The main goal of the thesis is to give guidelines to foreign charities entering the Finnish market for the formation of a marketing strategy and supporting the theoretical section with a survey. The method of the research for this thesis was quantitative. A survey was made with Surveymonkey survey development software and spread via Facebook. The respondents were 18 to over 50 year-old men and women, totalling 61 respondents answering questions regarding charities, charitable activities and charity work. The research results corresponded well to the theoretical base, even though some outcomes were surprising. The combination of the results and the theory together was the most enjoyable phase of the thesis and was the part that best answered the main research questions. This was what to include in a marketing strategy for foreign startup charities in Finland and why, and what the main guidelines to be given when forming the marketing strategy are.
As online chats and forums became more popular recreational activities it contributed to communities being transferred to cyberspace. Fans have constituted a unique user group from the very beginning of online networking, providing a space for like-minded individuals to bond and build an intercontinental community and to engage in activities related to the object of their affection from producing fan content to taking part in fan-based activism. Peer support and the positive impact of social acceptance have been found to have a positive impact on an individual’s mental well-being while also preventing social isolation. Likewise, social networking has also brought celebrities and fans closer as they are now able to share the same forums in the form of social media platforms, and thus can also be used to promote products, shows, or charity campaigns, sometimes lead by a celebrity with a strong fan following. It is argued that a charity may gain more publicity when supported by an idol, and that when the celebrity has a personal connection to or experience of the issue, the message is made more powerful and believable for the audience. This dissertation aspires to combine the elements of celebrity-driven charities, fan activism and peer support, and studies the personal impact the charity campaigns launched by idols have had on the fans concerned. The research is conducted as a case study of the fandom surrounding the CW network’s cult television series “Supernatural”. The focus is on the charity campaigns campaigning for raising awareness of mental health, above all depression, launched by either or all of the three lead actors, and how the campaigns and celebrity involvement has been received by the fans. These questions are answered as a non-participant study by observing and analysing the comments written by the fans of the show and the actors on the actors’ public Fabebook pages. The dissertation finds celebrity involvement in charity campaigns promoting mental health and raising awareness of mental illnesses to have a positive impact on the fans who themselves suffer from a mental illness and to create a micro-support network within the larger network of the fandom as a whole. The fans with a personal connection to the subject of the campaigns were found to be more likely to consider celebrity involvement in the campaigns as empowering as opposed to fans without such connection, although a negative response to celebrity involvement was found to be rare, although further research is required.
According to different statistics the offences against the freedom of belief have grown in last years. Studies also tell that Christians are the most persecuted religious group in many countries around the world. The Voice of the Martyrs is an international and non-denominational charity organization that helps persecuted Christians around the world. The commissioning company for this thesis was The Finnish branch of The Voice of the Martyrs that is registered association called Marttyyrien Ääni ry. The purpose of the research was to find out how Marttyyrien Ääni ry can improve their marketing. The theoretical background consists of marketing theory (compiling a marketing plan, marketing channels and movements in marketing thinking), characteristics of charities and charitable giving and customer behavior. The method of the thesis was research focused. The material was collected using multiple research methods (focus group, questionnaire, and interviews). The focus group and interview material were analyzed qualitatively and questionnaire quantitatively. The results give understanding about how the organization sees their activities, strengths, and weaknesses, how people respond to different channels and how important are the visits to local churches. Based on the results the research gave some practical suggestions for the subsequent improvement of marketing.
This thesis is a written report on the events organised to raise awareness as well as fund raising to help the victims of Famine in Somalia and Kenya. It also aimed at using small events to make impacts, highlighting how events can be used as a form of educative means to encourage volunteerism among young adults. The project was named “Impact your world” due to the fact that different forms of events was used to achieve this goal. The project was commissioned by HAAGA-HELIA and Red Cross Finland. It was written in the perspective of the author of this thesis who was the event manager, organizer and implementation officer at every stage of the project. This thesis is divided into four parts, the introduction, giving an outline of the project and its broader frame of reference, the project description that explained the detail of the project at every stage, the project results, evaluation and analysis. It also includes the description of step by step implementation of the event through out the project timeline: the event venue, coordination of participants, weather condition as it influence the event, the activities in each event, catering, guest performers and speakers. The author describes in detail event atmosphere as well as sponsorship sourcing processes. Meanwhile, the evaluation of the author`s performance, recommendations for future purposes as regards events and the evaluation of the project is clearly stated at the last part of this report
The purpose of this case study was to develop the Finnish Seamen’s Mission’s e-commerce so that it would be more effective and attract new customers and at the same time it would support organization’s marketing strategies. The main goal was to make strategic e-commerce development plan. The first theory part concentrates on strategy, planning and common strategy tools. A good solid strategy is the basis when starting and developing concepts. The second theory part concentrates on e-commerce and digital marketing. This part handles e-commerce environment and the requirements of the e-commerce. The e-commerce environment differs from other business environ-ments and that is why it is important to understand the terms and rules when planning e-commerce. The digital marketing part talks about digital marketing channels and tools, which vary from traditional marketing. It is crucial to under-stand digital marketing channels, when planning e-commerce marketing. The empirical part has been carried out by reading and reflecting on the litera-ture, perception of the current situation, doing competitor analyses and creating development plan. The e-commerce development plan is built up by analyzing both external and internal environment of the case organization, specifying strategies, finding out general development points, setting marketing objectives and determining actions.
This thesis gives an overview of the organization and implementation process of an event that was used for raising awareness and generating fund for a charity campaign. The event, Vietnamese Cultural Show, was commissioned by the Vietnamese Cultural Exchange Association Ry- a non-profit association based in Helsinki and was apart of the joint project “Build Schools for Vietnamese Ethnic Minority Children”. The objective of the thesis is to learn how a non-profit organization can run a fund-raising campaign and organize an event successfully as well as give recommendations for VCEA, contributing to the better development of the VCEA’s future event and co-operation project. Both used quantitative and qualitative methods were described in the thesis. Feed-back forms given out during the event were to find out about guests’ feeling of the Vietnamese Cultural Show activities and the attitude toward a fundraising campaign. Self-observation explains opinions from the VCEA’s members and volunteers on the management and implementation of the event and project. This thesis report is divided into seven parts, starting with the introduction of the project background explaining the aim and objectives of the event and project. The second and third section is the theoretical framework, which consists of fundraising strategy and the event planning and management at every main stage. Followed is the research methodology to be used in the paper. The fifth part is about the explanation of how the Vietnamese Cultural Show was implemented in some main areas throughout the project timeline and the result of the charity project. The survey result and analysis of the event are stated in part six. The last section of the thesis covers the summary of the paper, the evaluation and the suggestions for enhancement of VCEA's events or projects in the future. This paper was written in the perspective of the author who was the project manager, event organizer, and implementation officer at every stage of the project from the beginning.
F2F-varainkeruu, eli feissaus on hyväntekeväisyysjärjestöjen käyttämä keino hankkia uusia kuukausilahjoittajia hyväntekeväisyystyölle. Feissauksessa varainkerääjät, feissarit, liikkuvat julkisilla paikoilla, kuten keskustassa, ja lähestyvät ihmisiä yrittäen mainostaa järjestöään ja saada ihmisiä liittymään kuukausilahjoittajiksi. Suomessa feissaus tapahtuu useimmiten suomeksi, mutta esimerkiksi Unicef käyttää työssään myös ulkomaalaisia feissareita, joiden feissauskieli on englanti. Tämän tutkimuksen tarkoituksena onkin selvittää, millaisia asenteita Jyväskylän yliopisto-opiskelijoilla on englanninkielistä feissausta kohtaan. Tutkimus suoritettiin kyselyllä, jota kierrätettiin useiden Jyväskylän yliopiston ainejärjestöjen sähköpostilistoilla. Lisäksi kyselyyn hankittiin vastauksia yliopiston kirjastolla, jolloin opiskelijoita pyydettiin vastaamaan kyselyyn paikan päällä. Yhteensä vastauksia tuli 255, ja edustettuja ainejärjestöjä oli karkeasti jaoteltuna 30, joten kyselyn osallistujamäärä saavutti riittävän koon, jotta tutkimuksen tuloksia voidaan käyttää jossain määrin yleistettävinä edustajina yliopisto-opiskelijoiden asenteissa. Tuloksia analysoitiin tilastollisesti kuvaavalla analyysilla, sillä kyselyn tulokset toivat kvantitatiivista tietoa, ja asenteita lähdettiin tarkastelemaan prosenttien valossa. Oleellisin löydös numeroiden takaa oli se, että kieli sinänsä ei ole tärkeässä asemassa feissauksessa, vaan muut tekijät, kuten feissarin oma luonne ja edustama järjestö ovat paljon tärkeämpiä tekijöitä. Englannin kieli ei kuitenkaan aiheuta vaikeuksia suomalaisille, ja asenteet englantia kohtaan feissaustilanteessa olivat hyvät. Näin ollen voidaan todeta, että englanti ei kielenä aiheuta vaikeuksia feissauksessa, ja ainakin yliopisto-opiskelijat ovat valmiita kohtaamaan englanninkielistä feissausta, mutta se ei myöskään tuo merkittävää lisäarvoa ja lisää feissauksen tuottavuutta, mutta ei myöskään vähennä sitä. Tämä tutkimus on kuitenkin vain pieni osa sitä, mitä tästä ilmiöstä voidaan tutkia, sillä feissausta ei ole kielten näkökulmasta tutkittu aiemmin, ja tässä tutkimuksessa keskitytään ainoastaan hyvin rajattuun ihmisjoukkoon.
Tämä toiminnallinen opinnäytetyö käsittelee tapahtumavarainhankintaa Albertan provinssissa, Kanadassa. Selvityksen kohteena on erityisesti alan juridinen sääntely, eettiset normit, sekä tapahtumajärjestyksen riskinhallintaan liittyvät asiat. Opinnäytetyön tavoitteena oli luoda perehdyttämisopas kanadalaisen, esittäväntaiteen alalla toimivan yhdistyksen tapahtumanjärjestäjän toimeen, sekä koota merkityksellinen aiheeseen liittyvä viitekehys. Yhdistyksellä ei ollut ennestään perehdytysopasta kyseiseen rooliin, jonka takia työllä oli työelämälähtöinen tarve. Työ jakautuu kahteen osaan. Teoriaosuus on aiheen kirjallisuuskatsaus, ja empiirinen osuus itse perehdyttämisopas, johon malleja ja taustatietoa sovelletaan. Opinnäytetyön teoriaosuus, joka koostuu kirjallisista ja elektronisista lähteistä, tarjoaa lukijalle aiheen tietopohjan, sekä esittelyn empiirisessä osuudessa käytettävistä malleista. Tapahtumavarainhankinta on yksi varainhankinnan muoto. Sitä sääntelee Kanadassa sekä liittovaltion ja provinssien lait, että kaupunkien ja kuntien omat järjestyssäännöt. Teoria tutkii säädöksiä, joita esiintyy ja kansallisella- ja provinssitasolla. Työn eettinen osa esittelee varainkeruuseen liittyviä yleisiä eettisiä normeja perustuen kahteen Pohjois-Amerikassa yleisesti viitattuun standardiin: ”A Donor Bill of Rights” ja ”the Code of Ethical Principles and Standards”. Teoriaosuuden viimeinen kappale käsittelee varainkeruutapahtumia, niihin liittyviä erityispiirteitä ja niiden riskinhallintaa. Riskinhallinnan osiossa esitellään lisäksi yleisesti käytetty ”risk matrix” –malli. Tutkimusmuodoksi valikoitui laadullinen tutkimus, teemahaastattelu, koska tarkoituksena oli selvittää mielipiteitä sekä kokemuksia. Syksyllä 2014 järjestettiin kaksi teemahaastattelua yhdistyksen tiloissa. Haastatteluissa otettiin selvää asioista, jotka ovat tapahtumanjärjestäjän työssä vaativia, ja jotka tulee tietää ennen työn aloittamista. Oppaan perusta muotoutui näiden avoimien haastatteluiden tuloksena. Oppaan lainopillinen osuus keskittyy selvittämään, miten lait vaikuttavat paikallisesti, ja minkälaisia lupia tulee hankkia, jotta näitä lakeja noudatettaisiin oikein. Eettinen osuus antaa käytännön ohjeita siitä, miten teoriaosuudessa esitettyjä standardeja voidaan noudattaa päivittäisessä työssä. Riskienhallinnassa taas sovelletaan teoriassa esiteltyä ”risk matrix” –mallia.
Tämän tutkielman tavoitteena on perehtyä epäkaupalliseen markkinointiin yleisön näkökulmasta ja empiirisen tutkimuksen avulla selvittää kuinka yleisö kokee tällaiset kampanjat ja tunnistavatko he niiden mahdollisesti aiheuttamia asennemuutoksia itsessään. Tutkielman ensimmäinen osa on katsaus epäkaupalliseen ja sosiaaliseen markkinointiin. Se esittelee relevantit epäkaupallisen ja sosiaalisen markkinoinnin teoriat sekä markkinoinnin aiheuttamien asennemuutosten teorioita kuten ELM- mallin (malli viestien työstämisen todennäköisyyksistä). Toinen osa tutkielmasta on kvantitatiivinen empiirinen tutkimus, joka toteutettiin internet kyselyn muodossa, täydennettynä kyselyn tuloksiin perustuvilla haastatteluilla. Empiirinen tutkimus sisälsi kysymyksiä vastaajien median käytöstä sekä heidän omista kokemuksistaan kampanjoiden suhteen ja kuinka he tällaiset kampanjat kokevat sekä heidän kyvystään tunnistaa epäkaupallisia markkinointi kampanjoita. Tutkimus paljasti että yhteistä kampanjoille jotka ovat jääneet vastaajien mieleen on se että he ovat kohdanneet ne toistuvasti tai ne ovat aiheista jotka ovat olleet heille jo ennestään tuttuja. Hyvin harva yksittäinen kohtaaminen kampanjan kanssa johtaa pysyvään asennemuutokseen. Tulokset myös osoittivat että ihmiset tunnistavat hyvin milloin kampanjalla on yhteiskunnallinen tai sosiaalinen viesti, mutta useimmiten he eivät tee eroa sen välillä onko kampanja pohjimmiltaan kaupallinen vai epäkaupallinen.
This bachelor’s thesis was commissioned by a new fundraising agency, referred to as the company X for confidential reasons. The purpose of the thesis was to create the best possible first marketing strategy for this small fundraising agency aiming to grow in the fund-raising industry in England. Company X offers face-to-face fundraising campaigns for its charity clients in England. All the campaigns are executed with professional fundraisers, who do the field work of promoting the charity’s cause and recruiting new long term supporters for the charity. Company X operates as a middleman between the charities and the fundraisers. Theoretical framework of the thesis consists of various marketing theories used for researching and analysing a service business, its resources, competition and customers. This theoretical framework formed the basis for the first marketing strategy for the company X. Secondary and primary research were conducted for the data collection. Secondary research was used for the theoretical framework and to research the competition and external market of the company X. Primary research was conducted in form of interviews. The collected data was combined and analysed to create the marketing strategy in accordance with the theoretical framework. The starting point for the marketing strategy was the mission of the company X. The mission is to offer ethical fundraising solutions for charities. Based on the research findings the most important quality of a fundraising agency for the clients is an honest and ethical approach to fundraising. The research showed that the company X has these qualities together with great relationships with clients and openness to adapt its operations according to clients’ wishes. Based on the research findings and the chosen marketing strategy, the key recommendations for the company X are to build a brand image emphasizing transparency and ethical fundraisers, to put effort in building and maintaining informal, personal relationships with clients and to increase online presence on different websites for fundraising services.
Opinnäytetyön lähtökohtana oli omakohtainen kokemus hyväntekeväisyystyöstä Nairobissa, Keniassa. Työ perustuu materiaaleihin, jotka kerättiin Nairobissa olon aikana käsittäen WeCaren toiminnot ja viiteryhmät. WeCare on 2011 Australiassa perustettu pieni hyväntekeväisyysjärjestö, jolla on koulu-projekti Nairobissa. Työn tarkoitus oli selvittää, millainen toimintamalli palvelisi WeCaren tarkoitusta parhainen, ja mitä konkreettisia muutoksia tämä toisi organisaation toimintatapoihin toteutuakseen. Tutkimuksen teoria käsittelee liiketoimintamallien kehittämistä ja arvopohjaisen toiminnan edistämistä hyvän-tekeväisyys ja kehitysapasektorilla. Tutkimusmenetelmäksi valittiin tapaustutkimus, joka edustaa kvalitatiivista tutkimusta. Päämetodeina käytettiin havannointia, haastetteluita ja useisiin eri materiaaleihin perehtyviä analyysejä, kuten PESTEL- ja SWOT-analyysi. Materiaaleista voidaan mainita tapauskohtaiset muistiot, videot ja päiväkirjaotteet. Tutkimusuloksien avulla määriteltin, että sosiaalinen liiketoimintasuunnitlma on paras toimintamalli WeCarelle, ja että jatkotutkimuksia tulisi suorittaa suoritustason ja pitkäaikaisen kehityksen kartoittamisen kannalta.
Background: Internet has changed the society as it provides new and faster ways of interacting. Along with the Internet social media has emerged. This new tool has spread rapidly into the everyday lives of millions of people and enables to connect with old classmates or other friends in social network sites, sharing photos and videos and exchange information. Purpose: The purpose with this thesis is to examine how the growth of the Internet and the emerging of social media have affected the promotion strategies of charities. Method: Secondary research is been used to research this topic. This includes data collected from different academics and practitioners and research reports of individual companies and marketing bloggers online. Conclusion: The way charities promote their good cause is changing due to the increasing use of the Internet. Moreover, people require more transparency and want to know where they are donating for. Social media is a great channel for this and this research has shown already various charities make use of this new phenomenon. Currently the main ways for charities to utilize social media are: Twitter Pages, Facebook Pages, Facebook Causes Application and different online platforms.