{"id":692,"date":"2015-01-22T10:10:31","date_gmt":"2015-01-22T10:10:31","guid":{"rendered":"http:\/\/fbaul-dcnm.pt\/wp\/?p=692"},"modified":"2016-04-16T10:00:31","modified_gmt":"2016-04-16T10:00:31","slug":"comunicacao-para-a-sustentabilidade-a-importancia-do-goodwill-no-terceiro-sector","status":"publish","type":"post","link":"http:\/\/fbaul-dcnm.pt\/wp\/?p=692","title":{"rendered":"Comunica\u00e7\u00e3o para a Sustentabilidade A Import\u00e2ncia do Goodwill no Terceiro Sector"},"content":{"rendered":"

\"MODELO<\/p>\n

Catarina D\u00f3ris Carvalho<\/strong> \/ orient. Em\u00edlio Vilar
\n\u2014
\nDISSERTA\u00c7\u00c3O [PT]<\/a>
\n\u2014
\nRESUMO<\/strong>
\nEsta investiga\u00e7\u00e3o avalia o papel da comunica\u00e7\u00e3o na sustentabilidade das organiza\u00e7\u00f5es do\u00a0terceiro sector, particularmente atrav\u00e9s da sua contribui\u00e7\u00e3o para o goodwill.\u00a0As organiza\u00e7\u00f5es n\u00e3o lucrativas (ONL) vivem de goodwill. \u00c0 medida que o esfor\u00e7o pelo financiamento se torna mais intenso, estas institui\u00e7\u00f5es t\u00eam de encontrar formas de se destacar.\u00a0O goodwill \u00e9 um activo intang\u00edvel que, aos olhos do mercado e, neste caso, aos olhos das potenciais entidades financiadoras, d\u00e1 \u00e0s organiza\u00e7\u00f5es sociais uma vantagem diferencial e competitiva que se adquire atrav\u00e9s de um desempenho consistente e cred\u00edvel. Mas o goodwill \u00e9 tamb\u00e9m o resultado da estrat\u00e9gia de comunica\u00e7\u00e3o, especialmente quando se lida com organiza\u00e7\u00f5es onde a imagem tem um papel crucial em termos da sua avalia\u00e7\u00e3o global: quando n\u00e3o existe exactamente um \u201cproduto\u201d para apresentar, conseguir uma \u201cboa predisposi\u00e7\u00e3o de algu\u00e9m para alguma coisa\u201d depende basicamente da forma como se consegue comunicar eficazmente a\u00e7\u00f5es e desempenho.
\nPara aferir o impacto real da comunica\u00e7\u00e3o no goodwill foram conduzidas entrevistas explorat\u00f3rias em profundidade com seis relevantes (potenciais) patrocinadores de diferentes sectores econ\u00f3micos. Foi tamb\u00e9m realizado um inqu\u00e9rito por question\u00e1rio a 85 organiza\u00e7\u00f5es do terceiro sector, abrangendo desde servi\u00e7os sociais a educa\u00e7\u00e3o e desenvolvimento. Os resultados mostram que as ONL n\u00e3o exploram devidamente todos os recursos comunicacionais ao seu dispor. Isto acontece em parte devido aos novos paradigmas da comunica\u00e7\u00e3o, nomeadamente aqueles que se referem, por exemplo, \u00e0s redes sociais, que requerem uma atitude diferente e uma abordagem criativa para as quais as organiza\u00e7\u00f5es parecem n\u00e3o estar preparadas. Por outro lado, isto acontece tamb\u00e9m devido \u00e0 aus\u00eancia de especialistas em comunica\u00e7\u00e3o nos seus quadros, permanentes ou volunt\u00e1rios. Afigura-se, assim, premente que as organiza\u00e7\u00f5es do terceiro sector procurem ajuda profissional que viabilize o planeamento e a implementa\u00e7\u00e3o de estrat\u00e9gias de comunica\u00e7\u00e3o efectivas.
\nPALAVRAS-CHAVE:<\/strong> Comunica\u00e7\u00e3o, Organiza\u00e7\u00f5es do Terceiro Sector, Goodwill, Sustentabilidade<\/em><\/p>\n

ABSTRACT
\nThis research assesses the role of communication in the sustainability of third sector organizations, particularly through its contribution to goodwill.\u00a0Non-profit organizations (NPO) live on goodwill. As the struggle for financing becomes harder, NPOs must find a way to stand out from the crowd. Goodwill is an intangible asset that, in the eyes of the market, and particularly in the eyes of potential donors, provides social organizations with a distinct and competitive advantage that is acquired through a consistent and reliable performance. But goodwill is also the outcome of the organization\u2019s communication strategy, especially when you\u2019re dealing with institutions where image plays an important and crucial role in terms of their overall assessment, when there isn\u2019t exactly a \u2018product\u2019 to show for, getting a \u201cgood predisposition from someone to something\u201d depends basically on how you manage to communicate your actions and performance.
\nTo find out the actual impact of communication on goodwill, in-depth exploratory interviews were conducted with six major (potential) sponsors from a variety of economic sectors.\u00a0A survey to 85 third sector organizations, ranging from social services to education and development was also conducted. The results show that NPOs do not fully exploit all available resources to enhance their communication potential. This happens, partly because of the new communication paradigms, namely the social networks, which require a different attitude and a creative approach, which the organizations don\u2019t seem to be ready for.\u00a0On the other hand this also happens due to the lack of communications experts within their staff, permanent or volunteers. It is therefore urgent that organizations of the third sector seek professional help that enables the planning and implementing of effective communication\u00a0strategies.
\nKEYWORDS:<\/strong> Communication, Third Sector Organizations, Goodwill, Sustainability<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Catarina D\u00f3ris Carvalho \/ orient. Em\u00edlio Vilar \u2014 DISSERTA\u00c7\u00c3O [PT] \u2014 RESUMO Esta investiga\u00e7\u00e3o avalia o papel da comunica\u00e7\u00e3o na sustentabilidade das organiza\u00e7\u00f5es do\u00a0terceiro sector, particularmente atrav\u00e9s da sua contribui\u00e7\u00e3o para o goodwill.\u00a0As organiza\u00e7\u00f5es n\u00e3o lucrativas (ONL) vivem de goodwill. \u00c0 medida que o esfor\u00e7o pelo financiamento se torna mais intenso, estas institui\u00e7\u00f5es t\u00eam de […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[12],"_links":{"self":[{"href":"http:\/\/fbaul-dcnm.pt\/wp\/index.php?rest_route=\/wp\/v2\/posts\/692"}],"collection":[{"href":"http:\/\/fbaul-dcnm.pt\/wp\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/fbaul-dcnm.pt\/wp\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/fbaul-dcnm.pt\/wp\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/fbaul-dcnm.pt\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=692"}],"version-history":[{"count":3,"href":"http:\/\/fbaul-dcnm.pt\/wp\/index.php?rest_route=\/wp\/v2\/posts\/692\/revisions"}],"predecessor-version":[{"id":706,"href":"http:\/\/fbaul-dcnm.pt\/wp\/index.php?rest_route=\/wp\/v2\/posts\/692\/revisions\/706"}],"wp:attachment":[{"href":"http:\/\/fbaul-dcnm.pt\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=692"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/fbaul-dcnm.pt\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=692"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/fbaul-dcnm.pt\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=692"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}