Social Marketing Importance for the Sustainability of Third Sector Organizations

Currently, there is an increasing need for us to reinvent ourselves, to find solutions that allow us to respond to and address the needs of organizations, especially those in the third sector that do not have profit as their fundamental premise. However, this does not mean that they do not need to be sustainable. Therefore, we should consider managing these organizations in a more professional manner. Marketing, as a management tool, allows the development of strategies to achieve proposed objectives and improve the organization's image, attracting potential clients and thus promoting increased sales force or service diffusion. It is important to integrate this tool into the daily activities of organizations. Social marketing aims to be a strategy that aligns the promotion of social causes with the values and principles advocated by organizations, benefiting both the organization and the cause. In addition to marketing, fundraising actions are necessary to promote the organization in society, taking it outside and thereby increasing donations. This study seeks to understand what is meant by social marketing, fundraising, and to assess the receptivity within the population, as well as the applicability of the actions. It also aims to identify the profile of donors to social causes, verifying whether social marketing and fundraising have implications for donations and the image of third-sector organizations. To achieve this objective, a non-probabilistic convenience sample was used, and a survey was developed, resulting in 110 completed surveys within the time frame defined between February 1 and May 31, 2022.