This has been credited to its overall success. Notably, internet blogging has aided the organization in reaching more audience conveniently. During the establishment of the American Cancer Society Blogs, Lisa Brown, the vice president of the marketing section in the organization insisted on the need to embrace the current technological development if countering the effects of cancer was to be realized. Use of blogging technology is highly effective as it is in-discriminative to the people accessing the information. Besides, they have increased the overall ability to mobilize the support from the grassroots.
Of greater importance has been the ability to reach more people with speed and therefore address issues of emergency at much reduced costs of operating the same as opposed to the previous methods (American Cancer Society, 1-2a). American Cancer Societies advertising objectives have over the years remained focused at reaching more audience and effecting the major organizations considerations making it one of the best globally by services offer.
Notably, they have been aligned with major forums and programs that are administered by ACS.
Marketing forums on nutrition, anti-smoking campaigns, and national colon cancer initiative are aimed at raising more revenue to ensure better access to information by more people in US. To ensure better accessibility to their information, reach more people and have greater impacts to the people, alternative communication techniques are also used. Since inception the organization has been using news letters and print to communicate to the people about the internal operations of the organization. Currently, its Impact newsletter is being offered online to subscribers.
Besides, radio and TV programs have over the years been effective complementing systems since they are able to reach more people. Over 95% and 98. 5% of the people in US have access to TVs and Radios respectively (Roger et al, 37-38). Life sessions have therefore been easy to hold and people are able to talk directly to the management. Besides, outdoor activities and mails have assisted in marketing the organization with feedback being easier to get and analyze from the audience. Internal and external marketing strategies
Internal and external marketing strategies in ACS have been the key factor behind the current success. Internally, the organization has appreciated the great role that staff plays in realization of its objectives. As a result, the employees have been strongly empowered via establishment of team work at all stages of the management. Virtual internal marketing teams have been created to boost the corporate culture upon which the whole organization entirely depends on for success. Besides, it has assimilated human resources best practices to motivate the employees’ capacity to give high quality services to the audience.
Therefore, employee training, recruitment, and retention have been assimilated to ensure their security and better focus on the services they offer. Besides, effective communication has been on a two way coordinative system while rewards and benefits are given to boost their efforts in innovative ideals. On the other hand, external marketing strategies include various programs that the organization holds with the community to reach its target audience. As indicated earlier, the external programs are changing from analog to digital formats due to accessibility and higher capacity to assimilate the correct feed back.
Notably, the current anti-smoking programs, prevention and early detection initiatives, Great American health check program, get well services and patient support initiatives have externally marketed the organization with great success. Conclusion Effective marketing strategies for non profit organizations form the key to their success. Through innovation and assimilation of the modern technology in disseminating information to the target audience, non profit organizations like ACS have managed to realize their main objectives.
Notably, the internal marketing strategies have been a major boost to innovations that the organization later assimilated to reach more people in the US. However, greater innovations are still required in the organization to reach more affected people in US. More support centers should be established to ensure faster response to the people. To add to that, a more aggressive mode of operation should be assimilated to incorporate the unaffected people more as many of them are highly vulnerable.
Work cited page American Cancer Society, Biz Profiles Series: American Cancer Society Blogs, 2005, Retrieved from>http://acscan.org/< American Cancer Society a, Cancer Practice. New York: American Cancer Society, 2003. Donald, Self, Walter Wymer and Teri Kline, Marketing communications for local nonprofit organizations: targets and tools. New Jersey: Haworth Press, 2002.
Roger Gomes, and Patricia Knowles, Non Profit Marketing: Marketing management for charitable and non- governmental organizations, New York, Sage. William, Foege, Nils Daulaire, Robert Black, David Rockefeller and Clarence Pearson, Global Health Leadership and Management, New York: John Wiley and Sons, 2005. 132
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