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  • Event as a Communication Tool to Boost Engagement in the Activities of NGOs (on the Example of the Tver Civil Forum)

Event as a Communication Tool to Boost Engagement in the Activities of NGOs (on the Example of the Tver Civil Forum)

Student: Otrokova Alina

Supervisor: Oleg N. Kashirskikh

Faculty: Faculty of Creative Industries

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2019

Commercial, non-profit, state and media companies use different approaches and strategies to form their image and positioning in the market, as well as to increase the involvement of participants in the activities. Event is used as one of the BTL-tools. We have to note that while Russian business companies have long been implementing measures in their communication strategy, this tool is poorly understood by non-profit organizations. Non-profit organizations are more and more often using event as a way to promote and generate interest and involvement of representatives of different spheres of activity. At the same time, their function is not only to involve new people, but also to maintain links with those who have previously expressed their support. The paper attempts to reveal the topic of involvement in the activities of NGOs with the help of event as a communication tool on the example of the Tver civil forum. The study includes quantitative analysis - surveys of participants of the event before and after the event to identify the cause-effect relationship. The work has practical significance. It will be useful for professionals working with internal and external communications, event marketing. The study can be used by companies to identify the vector of the organization's work with events.

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