Positionnement de l'agence en tant que relais entre les organismes humanitaires et les entreprises dans le domaine B2B

Abstract

This project-thesis provides some recommendations to Martine Constant Consulting Group enterprise in order to position itself as an intermediary between the non-governmental organizations and the businesses. By analyzing and studying the different characteristics of the Belgian nonprofit market, it can be easily noticed that the fundraising is becoming more and more difficult. The subsidies are dropping constantly and the NGOs try to find additional resources. If some charities are already follower of the existing marketing techniques such as the street fundraising or the telemarketing, these methods are essentially targeting the mass market. Requesting the businesses is quite a challenge and only a few charities are willing to put the efforts and the motivation to open these more difficult doors. A qualitative study realized through this project allowed to gather the thoughts and opinions of several Belgian small and middle NGOs. The results of this study show that the smaller charities are completely scared by the requested investment and do not seem to know about the possibilities of collaboration with external agencies. A lot of them simply do not know where to start and are rapidly discouraged by the complexity of the challenge, especially because of a lack of resources and above all a lack of knowledge. The final recommendations are then focused on two principal axes. On the one hand, the way the offer needs to be adapted to match the needs of the charities. On the other hand, the way the company Martine Constant Consulting Group needs to increase its visibility and communicate about the services it can provide to help the nonprofit organizations. In doing so, the company can count on its experience in the direct marketing area and especially on the whole network of experts built over the years.