Danmission og den unge målgruppe - en undersøgelse af værdigrundlagets betydning for Danmissions eksterne kommunikation

Bang Mikkelsen, Merle Marie, Katrine Holst Laursen & Karen-Sofie Holm Brunse

Studenteropgave: Speciale


Throughout the past ten years there has been a significant increase in the number of charity organizations, further increasing the competition among these organizations. The present thesis examines how an organization can adapt to market trends while creating a brand that stands out and gets noticed. The thesis uses the Christian organization Danmission as a case organization. Danmission supporters are mostly of the older generation, and the thesis thus examines how Danmission can be true to its Christian values while addressing a young audience that potentially does not share the same values. To answer how Danmission meets a young audience, the thesis starts by investigating which trends are dominant among the young generation in Denmark. For this purpose, the thesis employs theoretical perspectives from Thomas Ziehe, Morten Bay and Julie Schytte Ralund. Furthermore, the thesis investigates how the involvement of the organization’s stakeholders among with co-creation can contribute to the creation of a strong brand which may attract a young audience. For this purpose, the thesis apply theories by Mary Jo Hatch and Majken Schultz, Jesper Højberg Christensen, Helle Kryger Aggerholm, Stephen Lee and Helen Stride and Julie Napolis. By employing a focus group interview in which the participants represent the young target group, we examine which expectations this target group has to a charity organization, and how they relate to Danmission. Moreover, the thesis consists of three interviews with volunteers in the organization and two interviews with employees of the organization’s communications department which examines how the internal communication in the organization works, and which influence this may have on its external communications. The thesis concludes that Danmission faces a challenge because the young audience, which is Danmission’s desirable target group, has negative associations with words like “Christianity” and “Mission” and therefore has no interest in supporting Danmission as the organization presently appears. At the same time, Danmission’s current contributors and constituency mainly consist of an older generation which wants to preserve the explicit Christian values in Danmission’s external communication. If Danmission is going to survive in the long term, it has to meet some of the demands of the younger generation, at the same time they also have to meet the constituency requirements, because they also are an important part of Danmissions work and growth. The solution may be to focus on innovation rather than change and thus rethink the dissemination of the Christian message so that Danmission can embrace both a young audience and the Danmission constituency.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato28 jun. 2015
VejledereMaja Rudloff


  • Værdigrundlag
  • Danmission
  • Velgørenhedsorganisation
  • En ung målgruppe