Creación de una estrategia de marketing digital crowdfunding para la fundación Diversidad Funcional

Abstract

This thesis is based on an analysis of how the Fundación Diversidad Funcional communicates its activities in digital media; it also considers the difficulties it faces in obtaining financial support through this channel. In this context, the overall objective was to propose digital marketing strategies focused on crowdfunding that would strengthen institutional communication and improve financial support from the public. To achieve this goal, a qualitative approach was used, based on a review of documents. Surveys and interviews were also conducted to gauge public perception and the current management of digital communication. Subsequently, based on the results obtained, problems related to unclear messages, disordered content, and inaccessible donation processes were identified; these factors also directly influence the low participation of potential donors. Finally, it was concluded that the application of strategies aimed at organizing information, strengthening proximity to the public, and simplifying donation mechanisms represents a viable alternative for strengthening crowdfunding campaigns and sustaining the social actions carried out by the Fundación Diversidad Funcional.