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Einsatz von Social Media im Nonprofit Marketing: Eine Darstellung am Beispiel des Organspendevereins JUNGE HELDEN e.V., Berlin

Einsatz von Social Media im Nonprofit Marketing: Eine Darstellung am Beispiel des Organspendevereins JUNGE HELDEN e.V., Berlin

          
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About the Book

"Organspende geht uns alle an. Jeder von uns kann plötzlich durch eine schwere Krankheit oder einen Unfall auf ein neues Organ angewiesen sein. Doch obwohl die meisten Deutschen eine Organspende für sinnvoll halten, hat nur etwa jeder siebte einen Organspendeausweis. Dabei ist der für alle Menschen wichtig, für Spender aber auch für Menschen, die nur ganz bestimmte oder gar keine Organe spenden möchten. Denn in dem Ausweis können Sie Ihre individuelle Entscheidung festhalten. Und bedenken Sie, jede Wahl, die Sie zu Lebzeiten treffen, erspart Ihren Angehörigen eine schwierige Entscheidung. Ich bitte Sie, treffen Sie für sich eine Wahl und dokumentieren Sie diese in einem Organspendeausweis." Mit diesen gezielten Worten appellierte Bundeskanzlerin Angela Merkel in ihrer Funktion als Schirmherrin der Initiative "Fürs Leben. Für Organspende." bereits im Jahr 2009 an die deutsche Bevölkerung. Dessen ungeachtet warten nach Angaben der Deutschen Stiftung für Organtransplantation derzeit 12.000 Menschen in Deutschland auf eine neue Niere, Leber, Lunge oder ein neues Herz; demgegenüber steht ein eklatanter Mangel an Spenderorganen. Auch wenn trotz intensiver Bemühungen der Bundeszentrale für gesundheitliche Aufklärung und anderer Institutionen 74 Prozent der deutschen Bevölkerung dem Thema auf Nachfrage positiv gesinnt sind, besitzen dennoch 75 Prozent der Deutschen keinen Organspendeausweis. Aber worin genau liegt die immer noch zu geringe Anzahl an Organspendern in Deutschland begründet? Welche Möglichkeiten haben Nonprofit-Organisationen im Allgemeinen - und ein Organspendeverein im Speziellen - konkret, um Menschen mit ihrer Botschaft zu erreichen? Welche Chancen und Grenzen bieten dabei insbesondere das Internet und Social Media? Mit diesen Fragen beschäftigt sich das vorliegende Buch und gibt exemplarisch Antworten auf Basis einer qualitativen Untersuchung anhand des Organspendevereins JUNGE HELDEN e.V. aus Berlin.
About the Author: Nadine Kannwischer, geboren 1981 in Cloppenburg, B.A. Betriebswirtschaftslehre. Studium der BWL an der Universität Hamburg und der Fachhochschule Kiel mit Schwerpunkt Marketing; Fokussierung im Schwerpunkt auf die chinesische Wirtschaft. Abschluss 2008 als Bachelor of Arts. Weitere wissenschaftliche Publikationen mit Bezug zum Wirtschaftsmarkt China in 2008 erschienen.


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Product Details
  • ISBN-13: 9783842871656
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 227 gr
  • ISBN-10: 3842871651
  • Publisher Date: 12 Jan 2012
  • Height: 254 mm
  • No of Pages: 122
  • Series Title: German
  • Sub Title: Eine Darstellung am Beispiel des Organspendevereins JUNGE HELDEN e.V., Berlin
  • Width: 178 mm


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