Campaña Techo Perú: programa de socios
Date
2020-06-11
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
En el Perú, las organizaciones sin fines de lucro dedicadas al desarrollo de comunidades no
son consideradas entidades que solucionan temas de urgencia para nuestro país; y
consecuencia de ello es el nivel de afiliados a donaciones mensuales. Es por ello que la
presente investigación tiene como objetivo principal la captación de potenciales aportantes en
el programa de socios de Techo Perú, una organización sin fines de lucro a nivel
internacional la cual busca el desarrollo de comunidades, y tiene el programa de socios, el
cual actualmente no cuenta con un número de registrados óptimo. Mediante la investigación
se demuestran las causas por las cuales dicho programa no tiene acogida en personas
naturales del NSE AB residentes en Lima, Perú. Es por ello que a través de entrevistas y
encuestas realizadas se identifican ciertos insights, los cuales dirigen las rutas a seguir para
crear estrategias efectivas para el aumento de socios. Al encontrar un posicionamiento errado
de la organización, se busca contar la historia de un caso real que pueda demostrar las etapas
de cada una de las donaciones volviendo tangibles las donaciones y generando soluciones en
diferentes comunidades del país.
In Peru, non-profit organizations dedicated to the development of communities are not perceived as entities that solve urgent issues for the country. A consequence of this is the low amount of people who have pledged to donate monthly through them. The main objective of this investigation is to find methods to attract more potential donors via the Associate Program of Techo Peru, an international non-profit organization dedicated to the development of low-income communities. The organization's Associate Program does not count with an optimal number of registered donors to this date. This investigation determines the reasons behind the low reach of the program amongst the AB economic class in Lima, Peru. The investigation uses interviews and surveys which identify a number of insights that lead to the creation of effective strategies to increase the number of associates. After determining that the positioning of the organization is misguided, the investigation determines that by telling stories of real cases that showcase the stages of each donation and how they become tangible in actual communities, generating actual solutions to problems in actual communities in the country, the organization can attract more donors.
In Peru, non-profit organizations dedicated to the development of communities are not perceived as entities that solve urgent issues for the country. A consequence of this is the low amount of people who have pledged to donate monthly through them. The main objective of this investigation is to find methods to attract more potential donors via the Associate Program of Techo Peru, an international non-profit organization dedicated to the development of low-income communities. The organization's Associate Program does not count with an optimal number of registered donors to this date. This investigation determines the reasons behind the low reach of the program amongst the AB economic class in Lima, Peru. The investigation uses interviews and surveys which identify a number of insights that lead to the creation of effective strategies to increase the number of associates. After determining that the positioning of the organization is misguided, the investigation determines that by telling stories of real cases that showcase the stages of each donation and how they become tangible in actual communities, generating actual solutions to problems in actual communities in the country, the organization can attract more donors.
Description
Keywords
Desarrollo de la comunidad, Organizaciones no gubernamentales--Planificación