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Promotional activities in human rights organisations: a case study of Amnesty Sweden´s promotional activities towards donors
2002 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Growing competition within the non-profit sector has increased the importance for human rights organisations to promote themselves towards donors. In order to succeed in promotional efforts, planning is an important activity. The aim of this thesis was to gain a better understanding of the promotional activities used by human rights organisations, by focusing on campaign planning and promotional tools, aimed at donors. Since little research has previously been conducted in this area, a single case study has been conducted in order to gain in depth knowledge. When collecting data for this thesis, the methods that have been used are documentation and interview. The conclusions drawn from the findings were that human rights organisations are engaged in promotional planning activities prior to donor campaigns and that the campaign planning process to a high extent, is dependent on costs related to the campaign. The findings also indicated that the most important factor when human rights organisations select promotional tools is the cost involved. Furthermore, the degree of skills in developing good relationships with media providers and marketing bureau also affect the tools used by human rights organisations.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, marketing, non-profit organisations, human rights, organisations, promotion, donors
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-45526ISRN: LTU-SHU-EX--02/144--SELocal ID: 336d4b48-a4fd-4cce-b668-b90e83fe874aOAI: diva2:1018819
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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