La mercadotecnia social como herramienta de recaudación:  el caso del TELETON en Hidalgo,México.

Alejandra Vega Barrios; Ruth Josefina Alcántara Hernández; Ivan Hernandez Ortiz

doi:10.58493/ecca.2025.3.2.03

Authors

Alejandra Vega Barrios Autonomous University of the State of Hidalgo
Ruth Josefina Alcántara Hernández Autonomous University of the State of Hidalgo
Ivan Hernandez Ortiz Autonomous University of the State of Hidalgo

DOI:

https://doi.org/10.58493/ecca.2025.3.2.03

Keywords:

social marketing, fundraising, social responsibility, non-profit organizations, DISABILITY, Telethon

Abstract

Social marketing represents a fundamental tool for nonprofit organizations in their fundraising efforts. In this context, Teletón campaigns have stood out for their ability to mobilize resources and generate social awareness. This paper presents a descriptive, quantitative research study conducted between July and December 2024. Surveys were conducted with 222 individuals in the state of Hidalgo, with the aim of determining the impact of the social marketing strategies implemented in the Teletón campaigns. The analysis revealed that the social marketing strategies employed by Teletón generate a positive response among the Hidalgo population.

The contributions of social marketing to Teletón campaigns not only contribute to the success of their annual fundraising, but also raise awareness about the needs of children and young people with disabilities, thus fulfilling a dual objective of financial and social awareness.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.

Andreasen, A. R., Kotler, P., & Parker, D. (1996). Strategic marketing for nonprofit organizations. Prentice Hall.

Bekkers, R., & Wiepking, P. (2011). Testing mechanisms of philanthropy: A literature review of the determinants of giving. International Journal of Nonprofit and Voluntary Sector Marketing, 16(4), 291-297. https://doi.org/10.1002/nvsm.428

Blau, P. M. (1964). Exchange and power in social life. Wiley.

Banco Bilbao Vizcaya Argentaria [BBVA. (2018)]. ¿Qué es el marketing social? BBVA Educación Financiera. https://www.bbva.com/es/que-es-el-marketing-social/

Bonilla, L. (2007). Impacto, impacto social y evaluación del impacto. ACIMED, 15(3), 1-9.

Brennan, L., & Binney, W. (2023). Social marketing in the digital age: New frameworks for engagement and impact. Journal of Social Marketing, 13(2), 145-163. https://doi.org/10.1108/JSOCM-09-2022-0164

Bultrón Ortiz, A. (2023). El Impacto de la Transformación Digital en los Negocios: Cómo Adaptarse a la Era Digital. LinkedIn. [Artículo en línea]. https://www.linkedin.com/pulse/el-impacto-de-la-transformaci%C3%B3n-digital-en-los-c%C3%B3mo-bultr%C3%B3n-ortiz/

Comunidar. (2008). Marketing social: más allá de la responsabilidad social corporativa. Revista de la Confederación Empresarial de Madrid.

Flores, M. (2015, 20 de noviembre). Celebra CRIT Hidalgo su primera década de servir a la infancia. Newsweek en español. https://newsweekespanol.com/2015/11/20/celebra-crit-hidalgo-su-primera-decada-de-servir-a-la-infancia/

Fontrodona, J. (1999). Marketing social y marketing con causa. Revista Empresa y Humanismo, 1(2), 343-369.

Galiano Coronil, A., & Ortega Gil, M. (2019). Marketing social, indicadores de bienestar y ODS. Análisis de la cuenta oficial del gobierno de España @desdelamoncloa. RETOS. Revista de Ciencias de la Administración y Economía, 9(18), 219-238.

Gordon, R., French, J., & Rundle-Thiele, S. (2023). Strategic social marketing: For systems change and sustainability. SAGE Publications.

International Crowdfunding Association. (2023). Global Crowdfunding Market Report 2023-2024. ICA Publishing.

Kotler, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, 35(3), 3-12.

Levy, S. J., & Kotler, P. (1969). Broadening the concept of marketing. Journal of Marketing, 33(1), 10-15.

Morales Ramírez, D., & Roux Rodríguez, R. (2015). Estudio de impacto social: antecedentes y línea base para San Fernando, Tamaulipas. Revista Internacional de Ciencias Sociales y Humanidades, SOCIOTAM, 25(1), 111-130.

Pérez, L. A. (2004). Marketing social: teoría y práctica. Pearson Educación.

Ramos Rubio, P. (2021). Elementos de responsabilidad social empresarial y mercadotecnia social para la reputación corporativa e impacto en el branding. RECAI Revista de Estudios en Contaduría, Administración e Informática, 10(27).

Roberts, D., & Thompson, M. (2023). Measuring what matters: A comprehensive guide to social impact assessment. Stanford Social Innovation Review, 21(2), 34-41.

Sargeant, A., & Lee, S. (2004). Trust and relationship commitment in the United Kingdom voluntary sector: Determinants and implications. Nonprofit and Voluntary Sector Quarterly, 33(2), 185-202.

Saunders, S. G., Barrington, D. J., & Sridharan, S. (2023). Digital social marketing: Integrating technology for social change. Journal of Social Marketing, 13(1), 56-75. https://doi.org/10.1108/JSOCM-05-2022-0122

Social Impact Measurement Network. (2023). Social Impact Measurement Index: Global standards and practices. SIMN Annual Report.

Zhang, H., & Chen, X. (2023). The evolution of social crowdfunding: Trends and implications for nonprofit organizations. Nonprofit Management and Leadership, 33(4), 489-507.