Terceiro setor: análise das estratégias de comunicação para a arrecadação de contribuições de pessoas físicas

Abstract

The third sector is an important actor that works to address various social problems. Community support is essential for its activities, whether it comes from individuals or private companies, thus, communication acts as a strong ally in obtaining such support. The present work seeks to understand the strategies used in communication by the third sector and their effectiveness in collecting contributions from individuals. For this purpose, the established objective was to identify the communication strategies used by the third sector that are most efficient in raising funds from individuals. Considering this objective, a bibliographical review was carried out on the third sector and the communication used by it, as well as a case study with a reference organization in collecting donations from individuals, The Intercept Brasil. The case study demonstrates the importance of strategies in the digital context, using social media, with messages that highlight the NGO impacts, with emotional appeals and direct and clear language about donations. Asking for smaller value donations with a well-established deadline also appears to be more efficient. [resumo fornecido pelo autor]