Estrategias de comunicación de marketing para el incremento de donaciones del canal digital para Caballeros de la Virgen

Abstract

The present work of degree consists of developing an improvement plan for the Knights of the Virgin Foundation through a working group made up of three students from the strategic marketing management specialization at Uniagustiniana. The main objective is to improve the increase in donations in response to digital campaigns, generating growth in collection allowing this business unit to have a greater participation in the income of the foundation. Possible impact solutions are found, in accordance with marketing communication strategies, strengthening the image of the foundation brand. Applying the financial analysis tools, it is evident that the improvement plan generates a positive impact allowing to reach the main objective: to increase the participation of the business unit of the digital channel, returning the investment in a short time, favoring its future execution.