The effectiveness of marketing communication of Hungarian NGOs supporting children during the 1% fundraising campaign
Elmentve itt :
| Szerző: | |
|---|---|
| További közreműködők: | |
| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | child protection marketing communication NGOs Social media taxpayers |
| Online Access: | http://dolgozattar.uni-bge.hu/57542 |
| Kivonat: | The effectiveness of marketing communication of Hungarian child protection NGOs is key to raising 1% of the tax. The aim of the research was to explore the factors influencing the donation decisions of young people (18-25 years old) and to analyse the communication strategies on online platforms. The results show that lack of information and mistrust are significant barriers to increasing the willingness to donate among young people. Personal stories, visual content (especially videos) and transparent communication are effective in strengthening emotional attachment and engagement. Instagram and TikTok as visual platforms play a key role in reaching young people, while Facebook can reach a wider audience. The research provides practical recommendations for NGOs to use modern and emotive communication tools to increase their social impact and reach younger generations in the long term. |
|---|