Naslov
Internet as a Marketing Communications Media of Non-profit Organizations: The Case of Croatia

Autori
Pavičić, Jurica ; Vlašić, Goran ; Podrug, Najla

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), ostalo

Izvornik
International Conference on Advances in the Internet, Processing, Systems, and Interdisciplinary Research (IPSI) / - : IPSI, 2005

Skup
International Conference on Advances in the Internet, Processing, Systems, and Interdisciplinary Research (IPSI)

Mjesto i datum
Sjedinjene Američke Države, 05.01.2005. - 08.01.2005

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Internet; Marketing communication; NGO

Sažetak
The modern nonprofit organizations in Croatia have been developing only since the early 1990's – after significant changes caused by the radical social/economic/political transition. At first they were mostly humanitarian (mostly due to a fact that, in ex-Yugoslavia, the war and post-war problems caused many sufferings for thousands of refugees and displaced persons). Since 1995 - after the war, many other NGOs were started. Due to the Government budget problems and relatively low interest of companies in community issues, large number of NGOs cannot find sufficient funds to develop their programs adequately and communicate to their target audience through traditional media (TV, radio, newspapers, ...). That is why, besides some PR activity, Internet has become the main communication media for NGOs with their donors, general publics, and target users. Computer science NGO Sabirnica is one of the few modern NGOs in Croatia founded before 1990's (it was founded in 1984) which is still active. By using the case of Sabirnica and the practical evidence of using the modern marketing communication the authors will emphasize the importance of Internet as an inexpensive way of communication with the target audience, but also making it easier to get new people interested as volunteers or donators. The importance is even greater when the possibility of finding international donators as well as cooperation with other NGOs throughout the world is analyzed.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA