The aim of my Master's Thesis is to set up a communication strategy for Nitra Community Foundation focused on gaining new donors and keeping the current ones. Thanks to the analysis of the current situation of the foundation and theoretical background describing the main problems and advantages of fundraising, I was able to research on the main causes of insufficient number of donors. I chose a content analysis as the methodology for my research. Referring to the research results, the most urgent causes of an unfavourable financial situation are these: insufficient communication of the need for new donors and concrete ways how to help the foundation. On the basis of the gained knowledge and data, I am suggesting a new communication strategy for Nitra Community Foundation focused on gaining new donors and trying to eliminate current communication mistakes. I expect risk diversification of the loss of major donors to be one of the side effects of the new strategy.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:71850 |
| Date | January 2011 |
| Creators | Poništová, Jana |
| Contributors | Surynek, Alois, Hadžová, Petra |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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