O marketing social e sua importância para as organizações do terceiro setor: O caso do Rotary Club Distrito 4391
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Data
2021-12-06
Tipo de documento
Artigo Científico
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Ciências Sociais Aplicadas
Modalidade de acesso
Acesso fechado
Editora
Autores
Monteiro, Josimara Gonçalves
Medeiros, Luanna Meira
Orientador
Figueiredo, Mauro Lopes
Coorientador
Bomfim, Lilian Amaral
Resumo
O marketing social é um recurso imprescindível para as organizações do terceiro setor, que através de suas técnicas, influenciam e provocam mudanças no comportamento do público alvo. Reconhecendo a importância das instituições do Terceiro Setor e as transformações positivas que exercem na sociedade, o presente artigo pretende analisar a aplicação do marketing social no terceiro setor e o seu impacto no alcance da missão do Rotary Regional Distrito 4391. O âmago dessa pesquisa é discutir a amplitude do marketing social, ou como ele impacta na captação de recursos e provocação de mudanças no comportamento social provenientes do seu uso para a divulgação do trabalho das instituições sem fins lucrativos com ênfase no Rotary. Para isso, a pesquisa exploratória descritiva, de abordagem quantitativa e qualitativa e natureza aplicada desenvolveu-se mediante conceitos teóricos e na aplicação de questionário a membros responsáveis desta associação. Por meio de estudo interpretativo, os resultados analisados e discutidos revelaram que a maioria dos clubes mesmo ciente de sua importância, não fazem uso de um plano de marketing para divulgação de suas ações e na busca por parcerias e voluntariado, bem como, a falta de um profissional dedicado estritamente para o marketing. Também verificou-se a limitação e indisponibilidade dos membros responsáveis para dedicação a organização em consequência da falta de tempo. Em contra partida, observou-se que muitos clubes rotarianos fazem uso de ferramentas adjuntas ao marketing social. Diante disso, possibilitou-se interpretar as perspectivas de cada indivíduo dentro de sua função e a contribuição que cada club traz para os demais presentes no distrito.
Social marketing is an essential resource for third sector organizations that, through their techniques, influence and cause changes in the behavior of the target audience. Recognizing the importance of Third Sector institutions and the positive transformations they exert in society, this article aims to analyze the application of social marketing in the third sector and its impact on the achievement of Rotary Regional District 4391's mission. The focus of this research is to discuss the breadth of social marketing, or how it impacts fundraising and causes changes in social behavior arising from its use to publicize the work of nonprofit institutions with an emphasis on Rotary. For this, descriptive exploratory research, with a quantitative and qualitative approach and applied nature, was developed through theoretical concepts and the application of a questionnaire to responsible members of this association. Through an interpretive study, the results analyzed and discussed revealed that most clubs, even aware of its importance, do not use a marketing plan to publicize their actions and in the search for partnerships and volunteering, as well as the lack of a professional dedicated strictly to marketing. It was also verified the limitation and unavailability of responsible members to dedication to the organization as a result of lack of time. On the other hand, it was observed that many Rotarian clubs make use of tools associated with social marketing. Therefore, it was possible to interpret the perspectives of each individual within their role and the contribution that each club brings to the others present in the district. In general, the article achieved the expected effect, given the results that were achieved in the face of the challenges imposed by the limitations of the resources used.
Social marketing is an essential resource for third sector organizations that, through their techniques, influence and cause changes in the behavior of the target audience. Recognizing the importance of Third Sector institutions and the positive transformations they exert in society, this article aims to analyze the application of social marketing in the third sector and its impact on the achievement of Rotary Regional District 4391's mission. The focus of this research is to discuss the breadth of social marketing, or how it impacts fundraising and causes changes in social behavior arising from its use to publicize the work of nonprofit institutions with an emphasis on Rotary. For this, descriptive exploratory research, with a quantitative and qualitative approach and applied nature, was developed through theoretical concepts and the application of a questionnaire to responsible members of this association. Through an interpretive study, the results analyzed and discussed revealed that most clubs, even aware of its importance, do not use a marketing plan to publicize their actions and in the search for partnerships and volunteering, as well as the lack of a professional dedicated strictly to marketing. It was also verified the limitation and unavailability of responsible members to dedication to the organization as a result of lack of time. On the other hand, it was observed that many Rotarian clubs make use of tools associated with social marketing. Therefore, it was possible to interpret the perspectives of each individual within their role and the contribution that each club brings to the others present in the district. In general, the article achieved the expected effect, given the results that were achieved in the face of the challenges imposed by the limitations of the resources used.
Palavras-chave
Marketing Social, Terceiro Setor, Rotary Club, Causas Sociais