Propuesta de un sistema de medición de la gestión del área comercial de una fundación sin ánimo de lucro

Specific characteristics of nonprofit organizations distinguish them of the conventional companies to be taken in account when management behavior is going to be evaluated. This applied research proposes a measurement system for commercial management of a non -profit organization with the purpose of establishing the impact supporting the educational activities of a regional university. Literature review allows doing comparison between several measurement models of management, with emphasis on the balanced scorecard and its implementation to the particular case of a foundation. The most important results reflect show the evaluation of internal and external factors in the organization, formulation of strategic objectives and the development of management indicators to finally build a catalog of indicators, frequency to measurement and responsible and strategic map for the Foundation. Finally, it became clear by applying the indicators formulated from the perspective of the Balanced Score Card in the current period compared to the previous one, advances and impairments associated to strategic objectives, allowing demonstrate the usefulness of proposed system of indicators to measure the management of the organization. Key Words: Management, Indicators, Nonprofit organizations, Balanced Scorecard, key