Guía de comunicación para el tercer sector: enfoques de patrocinio y mecenazgo

Abstract

This research work aims to develop a comprehensive guide to sponsorship and patronage for a non-profit organization, third sector, forming links with companies through social responsibility. In the first instance, the aim is to learn about sponsorship and patronage in order to understand what it is, how it arises and how they differ and to find out if both help to form a link between the third sector and companies. The methodology of this study adopts a qualitative approach. The data collection will include interviews for non-probabilistic samples: teachers of the Faculty of Business Sciences, CSR Executive Companies and CEO and Third sector, information that will contribute to the proposal, guide, dossier and sponsorship and sponsorship plan, which will be evaluated upon completion. The purpose of this study is to leave a contribution that will guide future academic works, where the implementation of patronage and sponsorship in the third sector is sought.