An Analysis of Marketing Communication of Amnesty International

Ing. Leila Butskhrikidze

Master's thesis

Abstract:

Marketing can be described as organizations activity to promote their goods and tasks. Last few decades have shown the dramatic change in development of marketing tools used by organizations. Marketing strategies changed not only for commercial type of companies but for a non-governmental sector as well. NGOs are organized to serve specific social or political purpose and there nature is not commercial. They are not selling goods and services to public to gain a profit. Decades ago nongovernmental organizations were not using much marketing tools, but today in the world of increasing competition and globalization without proper advertisement and marketing strategy even NGOs are not be able to succeed with their operations. Firstly, NGOs need to approach corporate and private donors to get resource they need to serve their primary purpose. As they have mix of corporate and individual donors, orientation of how to approach those donors should be different as well. Secondly, NGOs need marketing tools to reach public. They need to raise awareness of the problems they want to solve worldwide, especially in the countries where no free speech exists and it is more difficult to transmit the information regarding their campaigns. The product and purpose of NGO should be branded, not because of the profit but to reach the donors and to deliver the message regarding the social or political change they want to achieve to the large public groups. Following thesis examines different marketing strategies of NGOs and human rights organizations and shows the importance of marketing in non-governmental sector. Example of “Amnesty International” is studied, because AI is one of the biggest non-governmental organization worldwide and has a long history of development. Major focus of this thesis is to outline how the social marketing has changed over the last decades and how it has impacted the non-government sector development. Further, this thesis shows that even with development of complex marketing techniques NGOs are not necessarily being commercialized and they might still continue to serve the main humanitarian principles of helping people in need.

Abstract:

Marketing can be described as organizations activity to promote their goods and tasks. Last few decades have shown the dramatic change in development of marketing tools used by organizations. Marketing strategies changed not only for commercial type of companies but for a non-governmental sector as well. NGOs are organized to serve specific social or political purpose and there nature is not commercial. They are not selling goods and services to public to gain a profit. Decades ago nongovernmental organizations were not using much marketing tools, but today in the world of increasing competition and globalization without proper advertisement and marketing strategy even NGOs are not be able to succeed with their operations. Firstly, NGOs need to approach corporate and private donors to get resource they need to serve their primary purpose. As they have mix of corporate and individual donors, orientation of how to approach those donors should be different as well. Secondly, NGOs need marketing tools to reach public. They need to raise awareness of the problems they want to solve worldwide, especially in the countries where no free speech exists and it is more difficult to transmit the information regarding their campaigns. The product and purpose of NGO should be branded, not because of the profit but to reach the donors and to deliver the message regarding the social or political change they want to achieve to the large public groups. Following thesis examines different marketing strategies of NGOs and human rights organizations and shows the importance of marketing in non-governmental sector. Example of “Amnesty International” is studied, because AI is one of the biggest non-governmental organization worldwide and has a long history of development. Major focus of this thesis is to outline how the social marketing has changed over the last decades and how it has impacted the non-government sector development. Further, this thesis shows that even with development of complex marketing techniques NGOs are not necessarily being commercialized and they might still continue to serve the main humanitarian principles of helping people in need.

Keywords

Non-governmental Organization, Marketing of NGOs, Amnesty International, Brand of NGO, Humanitarian NGO

Language used: English

Date on which the thesis was submitted / produced: 16. 7. 2020

Thesis defence

• Date of defence: 24. 8. 2020
• Supervisor: Mgr. Zdeněk Sloboda
• Reader: Ing. Petr Mach, Ph.D.

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication