Mariona González, in charge of strategic alliances at Intermón Oxfam, was received at the Marketing and Sales Club at School of Economics. The speaker explained during her talk some aspects of marketing in Non-Governmental Organizations (NGOs). The session was also attended by Enrique Abad, territorial representative of Intermón Oxfam, who showed the students several examples of the communication they have carried out.

Intermón Oxfam is an international NGO, present in more than 90 countries. It has more than 250,000 activists and, in turn, more than 210,000 donors. The average of each of the contributors is 9 years. To contribute to the cause "there has to be a motivation to help; the cause staff is very important," said Mariona.

The marketingdepartment in Barcelona has forty people with various functions, including:"Fundraising or raising the resources necessary for the NGO to carry out its activities". The speaker stated that "in Spain only two out of ten people join volunteer activities activities. The Spanish market still has a long way to go.

Mariona emphasized the importance of "taking care" of all those involved: both those who donate and those who contribute with their participation. "Most of them collaborate because of: proximity to the problem, impact on the environment or identification for having had a similar experience, among other reasons," said speaker.

Marketing at Intermón Oxfam

The marketing plan focuses on having clear priorities in order to develop the objectives (qualitative and quantitative). The NGO's main challenges are attracting collaborators and building loyalty. They are always invited to participate with a clear"call to action" so that "people know what they have to do".

Among the actions carried out in Intermón Oxfam, they get collaborators through face to face people in the street (one of the most effective techniques); telephone attention, emails, content marketing, celebrities as speakers for the cause, Adwords, investments in television or the use of change.org "to mobilize public opinion through signatures, as has happened with the topic of the refugees". Alliances are also created at partnership with companies.