Communication Strategy of Non-profit Organizations

This bachelor's thesis copes with the topic of the communication strategy of non-profit organizations. The first part of the work concerns the non-profit sector in the Czech Republic- apart from other topics, it focuses on its functions, legislative framework and the aims of the non-profit organizations. In the following part the author focuses on the marketing and the marketing mix applied on non-profit organizations. The third chapter is reserved exclusively for the communication mix problematic. The last part- the practical one- deals with the organization Amnesty International, emphasizing particularly its Czech section and the means it uses to communicate with the public. The ultimate goal of the work is to assess the communication strategy of the Czech section of Amnesty International, this being based on the theoretical frame and supported by the public opinion survey