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Marketing for impact field lab centro de educacão para o cidadão com deficiência: strategies for strengthening communication and financial health
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This Master thesis consisted of analyzing CECD (Centro de Educação para o Cidadão com Deficiência), a Portuguese non-profit organization focused on supporting individuals with intellectual and developmental disabilities, and its current situations and organizational
challenges within the social economy context. The purpose of the study is to recommend actionable strategies that will foster stakeholder relationship and strengthen its business portfolio activities through communication initiatives. In order to answer the overall project’s
problem, insights were obtained through semi-structured interviews with employees, partners, and a marketing specialist, complemented with secondary data collection.
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Non-profit organization CECD Stakeholder engagement Social media Financial sustainability Brand analysis Portfolio management Marketing and communication strategy.