Non-governmental organizations and the use of social media for fundraising

Abstract

Individuals have fundamental needs to ensure their survival and quality of life, such as education and health. Thus, in developing nations like Brazil, many citizens still lack access to essential services like education and healthcare. These gaps are partially filled by non-profit institutions, which are formal, independent, private organizations that do not aim for profit, although they require a certain degree of participation from volunteers. The focus of this work is related to the social media management of these entities within the context of fundraising and, obviously, brand strengthening. Therefore, the established purpose was to analyze effective online marketing tactics in non-profit institutions. This is a qualitative analysis of works, through a literature review, which resulted in the finding that, in order to stimulate participation, campaigns need to present significant data regarding the cause supported and not only awaken the desire to contribute, but also demonstrate that people are truly valued and, in many cases, fundamental to the success of NGO activities.