Orientação estratégica de marketing social para organizações do terceiro setor: o caso da ADEFERN

Abstract

In recent years nonprofits have gained prominence on the social stage due to emerging social issues often neglected by the government. In this context, the importance of maintaining the performance of these entities arises, since they are responsible for the necessary contribution to socially and economically disadvantaged people. The lack of strategic orientation of the managers tends to disrupt the efficient performance in the philanthropic market, being able to assume a risk position and be forced to suspend its services to the collective benefit. Thus, the main objective of this work was to propose management and social marketing strategies for ADEFERN, with a view to contributing to the achievement of its social and financial objectives. It is a qualitative research of descriptive exploratory nature, making use of the case study method. The strategic management of social marketing is understood as a preponderant factor of success, which is seen as a competitive differential that aims to favor the organization and its image before its stakeholders. The results show that there are serious management failures that make effective social marketing work impossible, and therefore suggestions for intervention are proposed, which promise to remedy these adversities in the long term. To that end, some quality tools were used to identify the existing problems in the organization, prioritize them and treat them for organizational effectiveness, so the tools used were: GUT Matrix, Ishikawa Diagram, Pareto Graph and the 5w2h action plan. Thus, it is concluded that in the organization studied, social marketing and strategic management are still not well understood as an essential factor in the enhancement of ADEFERN's social image and, for this reason, the great challenge is to incorporate the idea of continuous improvement in its organizational processes.