A COMUNICAÇÃO PARA FAZER O BEM (original) (raw)

This research had by the main objective compare the traditional advertising relative to philanthropic marketing, in order to identify which aspects influenced the donor to social causes and social institutions from Rio Grande do Sul in the last three years in their donations. From the bibliographic research methodology, for theoretical foundation, it can be seen that the scene of some most developed countries in relation to philanthropy is also, therefore, further developed, and this culture is already internalized by the consumer. To better understand the scene bounded to the State, this contextualization was opposed to the expert’s opinion, through qualitative research methodology, through in-depth interviews. The current status of the collection of donations is extremely difficult by the Non-Governmental Organizations, both private companies as, and perhaps primarily, from individuals. These, in turn, did not even have in their daily lives this donation. Finally, from the quantitative research methodology and survey technical, the final public can also be analyzed, and three donation’s profiles could be identified in relation to the reasons which make this public to donate: the feeling of solidarity identified by the respondents themselves; identification with the cause to be benefited; and a third, less representative, and perhaps growing profile: those with history of giving. Thereby, it is still unclear the influence of advertising in this attitude of giving, because the scenario is still very early in the Rio Grande do Sul. In this context, the successful initiatives of collecting donations existing have a fairly high level of innovation, and run by innovative business models as well, or even well-established partnerships – which ultimately support the need for philanthropy’s evolution in the State and communication to charities.