Marketing in the non-profit sector

This bachelor thesis addresses the need for marketing in the nonprofit sector. The theoretical part consists of the basic terms that relate to this theme. In the practical part the marketing activities of the Czech non-governmental organization operating in the social sphere. The work is the application of marketing in civic association, which helps children and parents in difficult situations in their lifes. The paperwork is about the application of marketing in Czech civic association called Barevný svět dětí. This thesis focuses on marketing mix especially on the analyses of its promotional tools, explains the importance of their usage and how Barevný svět dětí integrates them. Bachelor thesis describes how the organization applies the fundraising sources and furthermore, it provides with a SWOT analysis. Based on this analysis, personal interviews with staff and the association's plans for 2012, recommendation are proposed. One of the recommendations is changing of the website and creating of the fundraising and marketing plan