Marketing και προώθηση Μη Κυβερνητικών Οργανώσεων: η περίπτωση των «Γιατρών Χωρίς Σύνορα/MSF»

Abstract

This research paper presents the marketing implementation and strategy of the nonprofit sector as an important factor for the sustainability of Non-Governmental Organizations (NGOs)’ by analyzing the humanitarian organization Medecins Sans Frontieres (MSF), also known as Doctors without borders, who – form the basis of the thesis’ case study. MSF is a humanitarian, independent, medical organization. According to MSF International it “provides medical assistance to people affected by conflict, epidemics, disasters, or exclusion from healthcare. MSF teams are made up of tens of thousands of health professionals, logistic and administrative staff - most of them hired locally. MSF actions are guided by medical ethics and the principles of impartiality, independence and neutrality” (Webpage: www.msf.org, viewed 26 June 2020). The paper consists of 7 chapters. The theoretical background is included in chapters 1-4. Chapters 5 and 6 are dedicated to data analysis. Chapter 7 presents the conclusion. The first chapter includes the marketing and advertising strategies and it consists of the definitions of marketing and advertising, the marketing mix, principles and objectives of marketing, and the strategic planning. The second chapter concerns the NGOs. In particular, definitions and evolution of NGOs are included. Moreover, characteristics, categories and funding patterns of NGOs are depicted. The third chapter is about marketing and promotion of NGOs. This chapter includes the creation of marketing strategies for the nonprofit sector, the social marketing in the 21st century and its ways of applying, goals of NGO marketing etc. The fourth chapter is presents the case study analysis - Medecins Sans Frontieres (MSF) – Doctors Without Borders. This chapter is the most fundamental included in the theoretical research, as it “prepares the ground” for the data analysis following in chapters five and six, which will be the research about MSF. Chapter four consists of mission, vision, objectives of MSF, its’ structure, public visibility, ways of promotion and advertising. Last, it includes its’ funding resources and how these resources are used. Chapter five presents the key elements that make up the methodology of this thesis conducted for the NGO “MSF”. Chapter six presents the results of this research. Finally, this paper ends with chapter seven, where the general conclusions are listed, after a thorough analysis of both theoretical and empirical aspects of the subject. This study will outline the importance for an NGO of conveying a correct and unique message to the society, securing in this way its’ sustainability, alleviating the pain and ensuring a better life for people in need.