استخدام الاتصالات التسويقية الرقمية بالمنظمات الخيرية : دراسة حالة منظمة سليمان بن عبد العزيز الراجحي الخيرية

الملخص EN

The aim of this study is to clarify the importance of digital marketing communications in charitable organizations, and to introduce their various channels, as well as to clarify the mechanism of their work with charitable organizations in order to achieve their goals.

the study focused on Al-Rajhi charitable organization to discover the digital channels through which the marketing messages of this organization are transmitted, the aim of this case study is to introduce donor charitable institutions and to know the mechanism of using digital communication channels in charitable organizations, in order to apply them to Algerian charitable organizations.

the results of this study have demonstrated that indeed, the Sulaiman Bin Abdulaziz Al-Rajhi charitable foundation relies heavily on public relations and relies less on direct marketing, personal selling and sales promotion, while it does not rely on digital advertising, as it does not aim to collect donations and psychological impact on donors, but rather it provides grants.

the twitter platform to publish various marketing messages more than the rest of the digital channels because it is the most popular in the kingdom of Saudi Arabia, in addition to digital media.