Discuss about the Developing Marketing for Managers.
The current report revolves around a non-profit organization’s campaign of reaching the wide audience through social media and the marketing strategies. It is necessary for both government and non-profit organizations to develop marketing strategies based on the current needs and demands of the market or the society they work for. Many non-profit organizations are observed to be struggling with the concept of marketing themselves as well as their mission. The strategies of such organizations are seem to be sales-centric and fueled by money. When it comes to non-profit marketing plan, it needs to be like a pyramid. For example, for each goal, there should be objectives as well as each objective includes strategies; likewise, each strategy has some tactics. Thus, the success of these strategies relies on the implementation. In order to understand the implementation of the marketing strategies of non-profit organization, the Salvation Army, Australia, has been selected as the case study. The Salvation Army develops this new campaign called “When there is life, there is hope” with the help of the social media marketing strategies.
It is that The Salvation Army is known as the “World’s largest Christian Welfare organizations”. The firm is running its operation with more than 1650,000 members working in more than 127 nations (The Salvation Army, 2017). More specially, the firm is running the operation for several long years. The firm is running the operation in Australia for over 130 years. Presently, the organization has more than 8500 active officers as well as stuff providing in excess of 1000 particularly developed social events across Australia. In addition, it is learn that The Salvation Army provides people with tremendous help in Australia. The firm provides 100,000 meals for the people who are hungry and homeless (The Salvation Army, 2017). Moreover, more than 500 receive help from this non-profit organization every year.
As put forward by Iltis (2014), several non-profits organizations are become innocuous existing in their own isolated corner of the economy. Such non-profit organizations do not damage the economy but they do not carry it as well. Non-profits organizations serve one distinct purpose- increasing the growth of the nation. However, while focusing on the real scenario, it is learnt that non-profits organizations do a lot. As stated by Butler and Wilson (2015), while the non-profit organizations are permitted to generate surplus revenue and these revenue should be retained by the firms for their self-preservations, expansion and the plans. Hence, Dimitrios, Sakas and Vlachos (2013) also commented that non-profit organizations are considered as those firms that are known as the non-governmental entities fitting under the state law as charitable not for profit organization. The organizations are established to serve some sort of public service mission. Non-profit organizations are formed because of a need to help others, to form a safe environment and to become the active part of the modern society. In this context, commented that non-profits firms are developed to fulfill the public needs (Austin & Gaither, 2016).
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Strength v Gaining advertisement exposure that usually would not have been easy v The strength of the firm as the foundation is anchored on the expertise as well as robust experience that its funding directors are bringing to the table. It is also observed that beyond the expertise of the employees working at The Salvation Army go beyond their skills and their knowledge and their network is a major strength for the foundation. v In addition, the funding director of Salvation Army could boast of a close relationship with an agency in America as the person has served as adviser to Australia. With its rich network base, increase of fund may not be difficult than usually it is and the fact that the agency work with the shareholders. |
Weakness v The weakness is just like the weakness of most large non-profit organizations- the ability to attract the efficient hand in the sector to help the employees to get the best position. It is true that compared to non-profit organizations find it difficult to remain in the competition with the corporative organizations at the time of th recruitment and selection. v This simply happens, as the firm is not able to match up with the wages that is generally offered by these corporate organizations. It is also observed that most of the non-profit organizations find it difficult to attract, pay and keep the expertise in the grip. Likewise, it happens to Salvation Army as well. Due to the lack of budget, the agency finds it difficult to pay the wages of the workers. |
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Opportunities v The opportunities before the agency as the foundation working towards empowering youths as well as helping the nation in the society are unlimited. It is because of the cause people chose to pursue and the agency is supposed to get the support from the government as well as the key stakeholders. The agency observed several donor organizations that are willing to collaborate with the Salvation Army, once the firm presents our proposals to them. |
Threats v One of the major threats that the agency faces being the non-profit organizations is the fact of generating the necessary profits to accomplish its aims and objectives, recruiting and requiring key as well as competent employees. The major challenge the firm faces now and they will be facing in the coming future is the shortage of funds. |
Table 1: SWOT analysis
(Source: Kapferer, 2012)
The Salvation Army focuses on the international movement providing a quality service reflecting Christian values that support people with the disabilities and other terrible consequences. In order to implement this “When there life, there is hope” campaign, the organization could focus on the economically developed society of the nations to get the required fund for the same. The agency could communicate with the local people who are willing to donate for the wellbeing of society. The Australian society have improved their donation numbers with the improvement in their social conditions – around 80.8% of the population donated $12.5 billion in 2015-16(“Philanthropy Australia”, 2017). In addition, the firm could focus on some large organizations that are willing pay for the development of society as their activities. In 2015-16, businesses donated $17.5 billion to charities and non-profits(“Philanthropy Australia”, 2017).
It is evident that there is a change in the world population that might take place in every year. However, the world poverty and violence did not to any end (Fahy& Jobber, 2012). Hardly any profit organization comes ahead and takes the initiative to help the needy people and the world knows this truth. So, the people in the developed community are expected to come to support the campaign. Therefore, it is necessary for the non-profit organizations to pay attention to such people and provide them with the necessary support and financial help. It is essential to form foster a strong relationship with each client. Likewise, it is also important to develop a viable service to meet the client’s present and as well as future needs.
It is very important for the target audience of any organization to know who the organization is, what they do and what is the reason because of which they would like to engage with the organization. More audience engagement would ensure better promotion for the organization and its message, alongside guaranteeing augmented amounts of donations for its development.
Product- The agency needs to offer a sense of belonging to a developed charitable as well as reputable community. The theme “When there is life, there is hope” developed for the proposed campaign is effective enough and this could be the action of making new friends and offering opportunities to express customer’s internal as well as external feeling. The agency should develop a positive impact on the society. Thus, people could understand or build the hope that they will receive a genuine help (Butler& Wilson, 2015).
Price- The customers pay for the products with the monetary donations, donations of the products and the commitment along with the personal time (Butler & Wilson, 2015). The Salvation Army did not demand the price of the products. Based on the type of customers, they ask for the help.
Promotion- The non-profit agency needs to promote the products or the services by using a documentary particular on a homeless youth. In addition to this, the organization should collaborate with the local communities to collect information of how Salvation Army needs to be marked. They could position the distinguish buckets in a large shopping centre to develop their brand (Jones, Wyatt & Daube, 2015).
Place- The Salvation Army needs to distribute their products directly to their customers such as donors, volunteers, partners, members as well as public (Butler & Wilson, 2015). For instance, they could give out the mailers to make them aware of upcoming volunteering events, volunteering opportunities at the time of Annual Christmas functions. The volunteers of the Salvation Army would be carrying out the pots to ask for the donation from the public.
The non-profit organization could select the social media for the spreading their message to the target market. The firm could develop a broad campaign aiming at the large population. In the campaign, they should convey the message of serving the community that need genuine help (Deshpande, 2016). Ase technique of educating people about the importance of helping the needy can be developed. For example, they could develop a video where they show a fighter in the war is helping an enemy, with water,which is severely wounded. This could increase the awareness of people about the fact that humans are dependent on each other irrespective of who they really are.
This message would help people to understand there are millions of people in the society who require a proper help and support to live. Everyone has the right to live; thus, the developed society could sense it and come ahead to help. Thus, the above-mentioned message campaign carries a strong message regarding the support and help that society needs (Berman, 2015).
Conclusion
On the completion of the report, it can be added that non-profit organizations should come ahead and take initiatives to help the needy people. However, it is not easy to implement such responsibility, as it has to serve the whole nation. The shortage fund or the financial crisis is the major challenge that non-profit organization facing. In order to resolve such as issue, the agency should pay required attention to marketing for the promotion of service.
Reference:
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