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A comunicação estratégica no processo de angariação (potenciais voluntários) e retenção de voluntários numa IPSS (Instituição Particular de Solidariedade Social): Estudo de caso da Fundação Infantil Ronald McDonald
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Qualquer organização que esteja inserida na sociedade contemporânea, tenha ou não fins lucrativos, está sujeita a ambientes externos, setoriais e internos cada vez mais exigentes, competitivos e mutáveis devido a fenómenos como a globalização e o avanço tecnológico que têm a capacidade de transformar, quase ao minuto, a sociedade e os contextos/condições organizacionais.
As IPSS (Instituições Particulares de Solidariedade Social) apresentam uma importância acrescida para a sustentabilidade do nosso país e asseguram o apoio a crianças, jovens e idosos, aos quais o Estado não consegue dar assistência. A sobrevivência, o desenvolvimento e o cumprimento da missão destas instituições dependem maioritariamente do trabalho em regime de voluntariado.
Contudo, a escassez de recursos humanos – resultante da falta de reconhecimento da sociedade sobre o impacto social destas organizações e da falta de um vínculo entre estas duas partes – constitui um constrangimento para o eficaz e eficiente funcionamento destas instituições.
Neste sentido, a comunicação estratégica, a existência da função de Relações-Públicas e a definição de um plano de comunicação bem estruturado assumem-se como ferramentas-base e imprescindíveis: na construção de um vínculo entre as IPSS e a sociedade civil; no reconhecimento do impacto social das IPSS e de uma reputação positiva; na recuperação da credibilidade e confiança; na comunicação de projetos; na angariação de potenciais voluntários; no engagement com os voluntários e no cumprimento da missão deste tipo de organizações (IPSS) que assenta em causas sociais.
A Fundação Infantil Ronald McDonald, doravante designada FIRM, é uma IPSS que tem vindo, ao longo do tempo, a trabalhar no sentido de realizar uma gestão de voluntários mais eficaz e a tomar consciência da importância que essa gestão tem no cumprimento da sua missão social. Todavia, a Fundação enfrenta ainda algumas carências nesta área. Assim, o tema deste trabalho tem como objetivo compreender de que forma a FIRM realiza a sua comunicação na retenção e angariação de voluntários e compreender que tipo de ações de comunicação estratégica poderão influenciar positivamente essa gestão de voluntariado.
Com este propósito, este documento estrutura-se em três partes. A primeira na qual se apresenta os conceitos teóricos fundamentais, no âmbito da comunicação estratégica e do voluntariado, a segunda centrada no caso de estudo da FIRM e a terceira onde se apresenta uma proposta de ações a incluir no plano de comunicação 2020 da FIRM.
Any organization that is inserted in contemporary society, whether or not for profit, is subject to increasingly demanding, competitive and changing external, sectoral and internal environments due to phenomena such as globalization and technological advances that have the capacity to transform, almost to the minute, society and organizational contexts / conditions. The Private Social Solidarity Institutions (IPSS) have an added importance for the sustainability of our country and ensure support for children, young people and the elderly, to whom the State is unable to provide assistance. The survival, development and fulfillment of the mission of these institutions depend mainly on voluntary work. However, the scarcity of human resources - resulting from the lack of recognition by society about the social impact of these organizations and the lack of a link between these two parties - constitutes a constraint for the effective and efficient functioning of these institutions. In this sense, strategic communication, the existence of the Public Relations function and the definition of a well-structured communication plan are assumed as basic and essential tools: in building a link between IPSS and civil society; recognizing the social impact of IPSS and a positive reputation; in recovering credibility and trust; in project communication; raising potential volunteers; engagement with volunteers and fulfillment of the mission of this type of organization based on social causes. The Ronald McDonald Children's Foundation, hereinafter referred to as FIRM, is an IPSS that has, over time, been working towards more effective volunteer management and became aware of the importance that this management has in fulfilling its social mission. However, the Foundation still faces some shortcomings in this area. Thus, the theme of this work aims to understand how FIRM carries out its communication in retaining and attracting volunteers and to understand what kind of strategic communication actions may positively influence this volunteer management. For this purpose, this document is divided into three parts. The first in which the fundamental theoretical concepts are presented, within the scope of strategic communication and volunteering, a second centered on the FIRM case study and the third presents a proposal for actions to be included in the communication plan 2020 of FIRM.
Any organization that is inserted in contemporary society, whether or not for profit, is subject to increasingly demanding, competitive and changing external, sectoral and internal environments due to phenomena such as globalization and technological advances that have the capacity to transform, almost to the minute, society and organizational contexts / conditions. The Private Social Solidarity Institutions (IPSS) have an added importance for the sustainability of our country and ensure support for children, young people and the elderly, to whom the State is unable to provide assistance. The survival, development and fulfillment of the mission of these institutions depend mainly on voluntary work. However, the scarcity of human resources - resulting from the lack of recognition by society about the social impact of these organizations and the lack of a link between these two parties - constitutes a constraint for the effective and efficient functioning of these institutions. In this sense, strategic communication, the existence of the Public Relations function and the definition of a well-structured communication plan are assumed as basic and essential tools: in building a link between IPSS and civil society; recognizing the social impact of IPSS and a positive reputation; in recovering credibility and trust; in project communication; raising potential volunteers; engagement with volunteers and fulfillment of the mission of this type of organization based on social causes. The Ronald McDonald Children's Foundation, hereinafter referred to as FIRM, is an IPSS that has, over time, been working towards more effective volunteer management and became aware of the importance that this management has in fulfilling its social mission. However, the Foundation still faces some shortcomings in this area. Thus, the theme of this work aims to understand how FIRM carries out its communication in retaining and attracting volunteers and to understand what kind of strategic communication actions may positively influence this volunteer management. For this purpose, this document is divided into three parts. The first in which the fundamental theoretical concepts are presented, within the scope of strategic communication and volunteering, a second centered on the FIRM case study and the third presents a proposal for actions to be included in the communication plan 2020 of FIRM.
Descrição
Palavras-chave
Engagement, Fundação Infantil Ronald McDonald Comunicação Estratégica OSFL (Organizações sem fins lucrativos), Relações-Públicas Voluntários Potenciais voluntários Strategic Communication Engagement OSFL (Nonprofit Organizations), Public Relations Volunteers Potential volunteers