The objective of this Master's thesis is to carry out an analysis of the marketing activities that form the overall marketing strategy of Dogpoint, a non-profit organization. Based on the findings, a set of recommendations and suggestions is formed with the goal of achieving better performance of the organization. The thesis is divided into two main parts. In the first part, a theoretical scope is defined for the area of non-profit organizations and related marketing activities. In the practical part, the obtained findings are applied to the example of Dogpoint.

The main purpose of this thesis is to describe function of non-profit organizations, answer a question if these organizations are sufficiently financed and what is their place in society when there is no help from a state. In this text I will write about humanitarian non-governmental non- profit organizations and their unquestionable place in society. The goal of this text is to answer question on their fundraising, who supports them, how are the resources used and in general if the resources are spent efficiently. I will focus on non-profit organization People in need, its financing and relationship to the civil sector. The reason why I have chosen this topic is my interest in non-profit organization and humanitarian organizations in general - the criticism and skepticism towards these organizations was one of the reasons why I have decided to research about non-profit organizations. With regard to the length of work I will also briefly describe progression of People in need since its foundation and its fundraising by the Czech Republic.

Problem: Corporate social responsibility is said to result in strategic and reputational benefits, however, broadcasting it publicly has been proven to be a delicate matter. While stakeholders expect companies to engage in CSR, they do not appreciate if companies communicate their CSR-activities too loudly. Prior research instead suggests that communicating too extensively could cause skepticism from stakeholders. Purpose: This thesis is set to investigate how companies view and handle the challenge of communicating their good deeds, in the specific context of cross-sector collaborations, and how companies balance the need to increase awareness of their social engagements with the risk of inducing skepticism. Method: Primary data has been collected from semi-structured interviews within six case companies from different industries. Conclusion: Our results show that skepticism per se was not perceived as a problem – one reason could be that most companies chose to avoid communicating extensively. While all companies argued for the importance of doing rather than talking, controversial companies in particular expressed an aversion towards bragging about their collaborations. A difference between controversial and neutral industries could be seen in the way they valued communication. Having the right level of communication, demonstrating authenticity by linking cross-sector collaborations to company characteristics, together with the choice of partners and communicating “through” NPOs were seen as important aspects that could help companies to find the balance.

本研究的目的是探討Kotler的社會行銷理論如何應用於非營利組織的管理。 「中華白絲帶協會」被選擇為案例研究的樣本。為了達成這一研究的目的，深度訪談和自行設計的結構式問卷被用來收集數據，並針對質量數據進行了分析，探討中華白絲帶協會社會行銷的本質。研究結果發現，Kotler的社會行銷策略成功適用於中華白絲帶協會，且這項研究的結果可以被視為其他網路安全與兒童健康相關非營利組織採用Kotler的社會行銷策略時的參考依據。 / The Purpose of this study was to explore how Kotler’s social marketing theory applies to the management of the non-profit organization. “Cyber Angel’s Pick” is selected as the sample for the case study. In order to fulfill the purpose of this study, in-depth interview and self-designed structured questionnaire were used to collect the data. Qualitative data were analyzed to explore the nature of social marketing of the Cyber Angel’s Pick. As the result of this study, Cyber Angel’s Pick has applied to the Kotler’s social marketing strategy successfully and the result of this study can be seen as a reference to the non-profit organizations relate to internet safety issues or children’s health when adopting the Kotler’s social marketing strategy.

Titel: Styrning för värdeskapande – En studie på icke-vinstdrivande organisationer. Författare: Matilda Olsson Handledare: Elin Funck Examinator: Fredrik Karlsson Bakgrund och problem: Kundfokus och hur organisationer styr för att skapa värde för kunden har kommit att bli viktigt för framgång och överlevnad, vilket har bidragit till att kundorientering har blivit vanligt. Att vara kundorienterade och styra mot värdeskapande för kunden tycks bli problematiskt för icke-vinstdrivande organisationer då det dels är svårt att definiera kunden men också att tillämpa den klassiska synen på värdeskapande. Frågan väcks därmed hur olika typer av icke-vinstdrivande organisationer definierar kund, skapar värde för denna och styr mot värdeskapande?   Syfte: Syftet med studien är att förklara hur olika typer av icke-vinstdrivande organisationer definierar kund, skapar värde för denna samt styr mot värdeskapande på ett strategiskt respektive operativt plan. Studien ämnar utveckla kunskapen om styrning för värdeskapande i icke-vinstdrivande organisationer.   Metod: För att uppfylla studiens syfte har en flerfallstudie använts som forskningsstrategi. Tre icke-vinstdrivande organisationer har studerats genom kvalitativa semi-strukturerade intervjuer samt granskning av dokument på respektive organisation.   Slutsats: Definitionen av kund har konstaterats bero på en rad faktorer. Dessa faktorer är vilken typ av produkt eller tjänst som levereras, relationen till kunden, maktförhållandet, konkurrenssituationen och om det är samma person som betalar för produkten eller tjänsten som förbrukar den. Dessa faktorer kommer i sin tur leda till att organisationen ser på kunden ur ett snävare perspektiv, medan samhället kan ses som kund ur ett bredare perspektiv. Vad som skapar värde för kunden är individuellt för varje organisation men de viktigaste värdeskapande attributen tycks vara varumärket och kundrelationer som bidrar med förtroende och tillit för organisationen. I styrningen mot värdeskapande stöter organisationerna på flera problem kopplade till organisationernas karaktärsdrag, så som att kunder inte kan prioriteras, att målen är vaga, att det finns restriktioner i strategiformulering och att det är svårt att koppla operativa aktiviteter till strategierna. Även prestationsmätning har begränsningar då uppdraget är svårt att mäta, då det inte finns något övergripande mått som visar på prestationen samt att det är svårt att se sambandet mellan input och output. / Title: Management Control for Value Creation – A Study on Non-Profit Organizations. Author: Matilda Olsson Tutor: Elin Funck Examiner: Fredrik Karlsson Background and problem:  Customer focus and how organizations create value for the customer have become important for success and survival, which has contributed to customer orientation being a common practise. Being customer oriented and using management control for value creation seems to be problematic in non-profit organizations because it is difficult to define the customer but also to apply the classical view of value creation. Therefore, the question raises how different types of non-profit organizations define customer, create value for the customer and use management control for value creation?   Purpose: The purpose of the study is to explain how different types of non-profit organizations define customer, create value for the customer and use management control for value creation at a strategic and operational level. The study intends to develop knowledge about management control for value creation in non-profit organizations.   Method: To fulfill the purpose of the study, a multi-case study was used as a research strategy. Three non-profit organizations have been studied by the use of qualitative semi-structured interviews and review of documents in each organization.   Conclusion: The definition of the customer has been found to be due to a number of factors. These factors include the type of product or service supplied, the relationship with the customer, the power relationship, the competitive situation and if it is the same person who pays for the product or service that consumes it. These factors will lead to the organization looking at the customer from a narrower perspective, while the community can be seen as a customer from a broader perspective. What creates value for the customer is individual for each organization, but the most important value-adding attributes are the brand and the customer relationships that provides reliance and trust to the organization. The management control for value creation will encounter obstacles related to the characteristics of the organizations, such as not being able to prioritize among customers, having vague goals, restrictions in strategy formulation and that it is difficult to connect the operational activities to the strategies. Also, performance measurement has limitations because of the task being difficult to measure, having no overall measure performances, and that it is difficult to see the relationship between input and output.

本研究探討非營利組織設立基金保管與治理機制之關聯性。非營利組織接受社會捐贈成立，以達成設立宗旨為目標，對財產的保管與運用效率負有責任。在文化藝術財團法人的財務資源保管方面，行政院文化建設委員會在藝術財團法人設立許可及監督要點，規範基金會需要將設立基金以定存等相關方式保管，並接受主管機關的監督。 研究採用隸屬於文建會之財團法人組織為樣本，探討與董事會組成結構之關聯性。本研究以民國97年訪視文化藝術財團法人，是否採用與營運資金分離的定期存款帳戶保管設立基金，衡量財團法人是否妥善保管設立基金。在董事會組成結構方面，採用董事會規模、內部董事、執行長是否兼任董事、發起人是否亦為董事及監察人之人數衡量。 實證結果顯示：首先，董事規模與是否善盡財務保管之責為負向顯著關係；其次，執行長是否兼任董事與是否善盡財務保管之責為負向關係；第三，發起人亦為董事與是否善盡財務保管之責為正向顯著關係；最後，當發起人亦為董事情況下，董事規模越大將減低管理者不善盡財務保管之責。本研究發現董事會組成結構與財團法人是否採用定期存款方式保管設立基金間存有關聯性。

I joined the Voice and Speech Trainers Association (VASTA) in the spring of 2004 and immediately assumed the position of VASTA Archive Cataloguist. I began to sort and file the history of the organization, as it existed. I worked on the archive project for almost a year before I stumbled onto a second project. In discovering something missing from the VASTA Archive, I began devising a plan to collect stories to flesh out the existing materials. They will be called the "VASTA Stories". In my two years of service to VASTA - as archive cataloguist, and now as archivist - I have worked to develop a system of organization for the existing materials, a catalogue system to document the archive's contents, as well as a system for the collection of new materials. My involvement in VASTA, and the inspiration for these projects, comes from Kate Ufema and Janet Rodgers - both past-presidents of VASTA.

The thesis offers and systematizes the knowledge of the social services provided by the Law Digest, number 108/2006. This thesis is focused primarily on the most significant conceptual changes. In particular, the provision of new social benefits - care allowance, contract for the provision of social services, registration of providers, social services inspection, defining of required qualified assumptions for the work in social services and, of course, financing the entire region. Main shortcomings of these institutes are solved separately. Of the many services offered the thesis deals with one particular - personal assistance, its treatment in the Czech Republic and Slovak Republic. The thesis brings information concerning the non-profit organizations, primarily because they belong to one of the leading providers of social services.

Title: Marketing plan for Czech association Sport for all for the years 2013 - 2015 Objectives: The main aim of this work is to draw up a marketing plan for Czech Association Sport for All for years 2013 - 2015. The formed marketing plan includes all steps needed for achieving marketing goals that are part of strategic objectives of the organization during the above mentioned period. Methods: In this thesis the following methods have been used: research into documents, an informal interview, questionnaire survey, SWOT and STEP analyses. All these methods have been employed to obtain information about Czech Association Sport for All. Results: The outcome of this thesis is the marketing plan for Czech Association Sport for All for years 2013 - 2015, which includes all the necessary requirements and thus could be used and inspire the organization in question to implement some marketing activities presented. Keywords: marketing, sport marketing, marketing of non-profit organization, marketing mix

Grounds for the topic of my thesis are connected with approved Amendment Act of Community Interest Societies. The aim of the work is to explain reasons that made the legislation power approve the amendment (mentioned above), specification of the most essential features of legal entities of a non-profit sphere, and usage of comparative levelling of the original statutory text with the actual legal regulations. The thesis is devided into 8 chapters and results from the basic characteristics of legal entities of the non-profit sphere in relation to a short discursion respecting their historical evolution. Attention is paid to general definition signs of these legal entities. The work focuses on legal status a Community Interest Society in the context of the Czech Legal Order. Great attention is paid to the Amendment Act of a Community Interest Society, especially with respect to the newly constructed conception in the area of authorities status of Community Interest Society and alignment of their acticity. The thesis deals with procedural process during foundation and liquidation of that kind of non-governmental organization and activities that are typical of the Community Interest Society. The merits of the thesis is characteristic of use of comparative view of the original statutory text concerning...