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Social Media und der Dritte Sektor. Die Veränderung von Kommunikations- und Fundraisingpraktiken: Am Beispiel "Ärzte ohne Grenzen e.V."

Social Media und der Dritte Sektor. Die Veränderung von Kommunikations- und Fundraisingpraktiken: Am Beispiel "Ärzte ohne Grenzen e.V."

          
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About the Book

Magisterarbeit aus dem Jahr 2012 im Fachbereich Soziologie - Kommunikation, Note: 2,0, Friedrich-Schiller-Universität Jena, Sprache: Deutsch, Abstract: Im Bereich des Fundraising im Non-Profit-Sektor gibt es bereits viele detaillierte Ausarbeitungen. Häufig bleibt die Betrachtung in der aktuellen wissenschaftlichen Literatur bei den Themen klassischen Marketings und Fundraisings stehen, so dass im Zusammenhang mit Internetmarketing und Social Media bis heute eine Forschungslücke zu erkennen ist. Einsatz und Potenziale der neuen dialogischen Kommunikationsformen für die Arbeit von gemeinnützigen Organisationen werden nur am Rande behandelt. Dies begründet sich durch die noch recht junge Geschichte des Interneteinsatzes im Fundraising hierzulande. Die Nutzung und Untersuchung von Online-Fundraising gründet sich in anglo-amerikanischen Ländern hingegen auf eine längere Tradition. Hingegen bietet das Web 2.0 bereits jetzt schon eine extrem hohe Vielfalt an Forschungsprojekten. In der Magisterarbeit soll untersucht werden, in wie weit die Etablierung von Social Media, und der damit verbundene Wandel der Kommunikationswelt, die Fundraisingpraktiken verändert hat und wie mit den entstandenen Potential umgegangen werden kann. Der Status Quo des Non- Profit-Sektors sowie die Besonderheiten der Kommunikationspolitik von NPOs bilden die theoretische Basis dieser Arbeit. Als Fallbeispiel wird die humanitäre Hilfsorganisation ÄRZTE OHNE GRENZEN herangezogen. Bei der Optimierung der Nutzung von Social Media konzentriere ich mich auf das derzeit größte und wohl auch relevanteste Tool "Facebook". Es wird anhand der sich im Wandel befindenden Fundraisingpraktiken angestrebt, die Notwendigkeit der Nutzung der Social Media Instrumente darzustellen. Es ist zu klären welche Möglichkeiten sich dabei im 3. Sektor auftun bzw. welche Probleme die Einsatzmöglichkeiten mit sich bringen. Normativ-theoretisches Ziel ist es außerdem, eine kundenorientierte, Strategie zur Optimierung der Nut


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Product Details
  • ISBN-13: 9783656883425
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 108
  • Spine Width: 7 mm
  • Weight: 149 gr
  • ISBN-10: 3656883424
  • Publisher Date: 27 Jan 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Am Beispiel "Ärzte ohne Grenzen e.V."
  • Width: 148 mm


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Social Media und der Dritte Sektor. Die Veränderung von Kommunikations- und Fundraisingpraktiken: Am Beispiel "Ärzte ohne Grenzen e.V."
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Social Media und der Dritte Sektor. Die Veränderung von Kommunikations- und Fundraisingpraktiken: Am Beispiel "Ärzte ohne Grenzen e.V."
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