Communication: an effective resource toachieve Fundraising in the Third Sector

La comunicación: un recurso eficaz para lograr Fundraising en el Tercer Sector

Non-Governmental Organizations (NGOs) or Non-Profit Entities (ESAL) belonging to the third sector seek to be recognized and sustainable to carry out social programs focused on the most vulnerable population or lead causes that seek a better world. To sustain themselves they need tangible and intangible resources. They mainly look for money in their donors and work in their volunteers, but beyond that they require strategies that allow them to achieve their objectives and achieve the expected impacts. Communication and marketing
must find the most accurate mass media and correct messages to reach the heart of their target audiences, in such a way that they can raise more resources. In this work, as a product derived from research, a reflection is made on Fundraising as an almost mandatory management for this type of organization when needs increase and resources are scarce, to ask: how can they awaken more interest from their donors and volunteers?, how to put more the communication
at the service of the third sector to make it sustainable?