Implantação da estratégia de Customer Relationship Management (CRM) no terceiro setor: o caso da associação dos pais e amigos dos leucêmicos de Alagoas (APALA)

Abstract

Several studies seek to understand the fundraising process in the third sector and how integrated marketing and management strategies can be essential for the institution'ssuccess. The main objective of this work is to understand and evaluate the implementation process of the Customer Relationship Management (CRM) strategy implemented together with adigital donation platform at Apala, a non-profit organization that supports and provides services to children with cancer and adults with leukemia. in the state of Alagoas. Through bibliographical research, interviews and face-to-face analysis, it was possible to understand that the reason why the initial expectations were not met, mainly because stages of the strategy implementation process were ignored, verified the probability of success of the strategy.