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RESEARCH PRODUCT

Primero la estrategia, luego el marketing. Cómo conseguir recursos en las ONGs

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espanolLa aparicion de las ONGs no es un hecho reciente. Sin embargo su perfil ha evolucionado considerablemente. Desde la filantropia de antano, hasta hoy donde se ocupan de temas ecologicos, pobreza, y otras problematicas. Como toda organizacion, necesita de recursos para cumplir con sus objetivos. La gestion para la obtencion de los mismos debe hacerse profesionalmente. Ello implica entender que no basta con buena voluntad. La planificacion resulta una actividad fundamental para el logro de la mision. Para la gestion de recursos, habra que pensar y actuar diferencialmente. No es lo mismo si nos referimos a grandes donantes o pequenos donantes. Se propone un analisis separado para cada tipo. Un punto de especial cuidado es evitar la concentracion en solo algunos grandes donantes. La caida de alguno de ellos, comprometeria seriamente la continuidad del proyecto. Tambien es prudente pensar en planes de contingencia tales como algun seguro sobre bienes fisicos indispensables para la continuidad de las ONGs. EnglishThe emergence of NGOs is not a recent development. But its profile has changed considerably. From ancient philanthropy to present where dealing with ecological issues, poverty and other problems. Like any organization, a NGO needs resources to meet its objectives and an adecuate professional management to get them accomplished. And that means to understand that just good will is not enough. Planning is a key activity for achieving this goals. For a successful resources management, we must think and act differentially. There is a difference if we refer to large donors and small donors. We propose a separate analysis for each type. A point of special concern is to avoid concentration in only a few large donors. The fall of one of them seriously compromise the continuity of the project.It is also wise to think about contingency plans such as some insurance on material assets; it becomes essential to the continuation of NGOs.