Marketing en Cáritas: el proyecto empresas con corazón

Abstract

The current complicated situation in Spain has caused that some nonprofits organizations as Cáritas Española denounces the current economic growth model, unable to alleviate poverty and social exclusion in the country. To do this, the organization develops a set of communication techniques that allow it to optimize the strategies of social awareness setting new models of interaction with society and submitting to new virtual realities. Furthermore, the organization sees the need to consolidate the fourth sector, through a program of social action called "Empresas con Corazón” which do to converge social responsibility with economic viability appealing to a corporate ethic that allows developing the poorest areas and promoting social cohesion.