Uloga društvenih medija u prikupljanju sredstava neprofitnih organizacija

master's thesis

• Title (english): The role of social media in fundraising for nonprofit organizations
• Author: Lorena Perhat
• Mentor: Jurica Pavičić (mentor)
• Committee member: Zoran Krupka (predsjednik povjerenstva)
• Committee member: Goran Vlašić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-02-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Neprofitne organizacije postoje kako bi ostvarivale opće dobro, a ostvarivanje profita im nije primarni cilj. Iako ne teže ka profitu, bez sredstava ne mogu ostvarivati rast i ispunjavati svoje ciljeve. Možemo reći da njihov poslovni uspjeh uvelike ovisi o spremnosti ljudi da doniraju svoje vrijeme ili novac. Prikupljanje sredstava je iz tog razloga neophodno za neprofitne organizacije, pa je vrlo važno da one u tome budu uspješne. U tome veliku ulogu igra korištenje društvenih medija koje itekako ima puno prednosti. U ovom diplomskom radu definiraju se društvene mreže kao i prikupljanje sredstava neprofitnih organizacija te se analiziraju relevantna istraživanja provedena na tu temu. Za potrebe istraživanja proveden je anonimni anketni upitnik te su obrađeni i diskutirani rezultati.

Abstract (english)

The aim of nonprofit organizations is to promote the public good and generating profit is not their main goal to achieve. However, without sufficient funds, they cannot achieve growth and fulfill their goals. It can be said that their business success greatly depends on people's willingness to donate their time or money. Accordingly, fundraising is essential for nonprofit
organizations, and it is extremely important for them to be successful in this endeavor. The use of social media plays a significant role in achieving fundraising success, offering numerous advantages. This thesis defines social media and fundraising in the context of nonprofit organizations and analyzes relevant research conducted on this topic. For research purposes, an anonymous questionnaire survey was conducted, and the results were analyzed and discussed.

• Keywords: neprofitne organizacije; društveni mediji; prikupljanje sredstava; donacije
• Keywords (english): nonprofit organizations; social media; fundraising; donations
• Language: croatian
• URN:NBN: urn:nbn:hr:148:346685
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-02-27 09:15:37