Wateraid Is An International Non Governmental Organization Marketing Essay

July 30, 2017 Marketing

Introduction:

WaterAid is an international non-governmental organisation. It aims to supply entree to safe H2O, hygiene and sanitation to the disadvantaged people in the Earth. The figure of disadvantaged people without safe H2O in the universe is around 884 million, while the figure without proper sanitation comes about 2.5 billion. Both these figures are severally one eighth & A ; two fifth of universe population. 4000 kids die every twenty-four hours due to hapless H2O & A ; sanitation ; the kids without lavatories have dual opportunities to catch Diarrhea than the kids holding lavatories at their place. WaterAid is UK ‘s most prima charitable organisation working on the H2O, hygiene and sanitation job. It was started in 1981 & A ; headquartered at London. It is running its operations in more than 26 states in the universe with associate organisations. By now it has helped 9 million people in the universe ( WaterAid, 2011 ) .

WaterAid needs money to run its operations. Last twelvemonth in 2009/10, WaterAid collected an sum of 45.6 billion lbs through contributions, which was an addition of 4 per centum over the old twelvemonth. Each month about 2 lac people gives contribution to WaterAid ( WaterAid, 2011 ) .

In this study, a selling communicating program utilizing SOSTAC has been proposed for the coming twelvemonth to increase consciousness and addition grosss through AIDSs and fund-raising. WaterAid ‘s current market cleavage, positioning and public presentation have been reviewed in subdivision 2.1 through state of affairs analysis. Section 2.2 summarizes the aims for the approaching twelvemonth. In following two subdivisions 2.3 and 2.4, schemes and tactics have been proposed to accomplish aims. In last subdivision, possible execution and control programs have been proposed.

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Communication Planing utilizing SOSTAC:

SOSTAC, devised by P R Smith, is a really strong tool to make on a perfect selling communicating program ( Smith, 2010 ) . The figure below shows the assorted phases in SOSTAC model. Degree centigrade: UsersFamilyDesktopInternet-marketing-strategy.png

Figure – The SOSTAC Planning System

2.1. Situational Analysis:

PEST Analysis:

In this portion we will analyse the relevant Political, Economical, Social, and Technological deductions on the selling communicating program of WaterAid.

Political/Legal Deductions:

Charities besides have to follow the advertisement codification of behavior for illustration these ca n’t demo any distressing, insulting, or damaging image in their advertizement ; but these are given some flexibleness in comparing of profitable organisations. From last twelvemonth September 2010, The Committee of Advertising Practice ( CAP ) and the Broadcast Committee of Advertising Practice ( BCAP ) set down some new advertisement codifications of behavior ( Mair, 2010 ) . It suggests that charities can publicize through wireless or telecasting, compare them with other charities involved in similar activities and project them more efficient and effectual. Children ‘s engagement in publicities must be justified and their disposition towards charitable calls must non be exploited. Ads inquiring for AIDSs should clear up the cause that will be achieved by charity. It should non magnify the cause or advice anybody that if he does n’t give contribution, he will believe to be failed in carry throughing his answerability towards the society ( Mair, 2010 ) .

Economic Deductions:

Last twelvemonth, the sum of contributions was declined by 11 per centum due to recession ; nevertheless, this twelvemonth the figure has been increased ( CAP, 2010 ) . WaterAid entirely has got success by increasing the sum of contribution by 4 per centum ( WaterAid, 2011 ) .

New pricing theoretical accounts have been launched for cyberspace advertisement. For illustration, Pay per Click, in which advertisement fee is paid in instance of chinks ; so there is no ambiguity like earlier. WaterAid should accomplish efficient publicizing working such pricing theoretical account and increase its range.

Genuine charities are bearing a loss of around 2 million lbs per twelvemonth due the presence of fake charities. WaterAid and other echt charities should force authorities to take action against such fake charities and should airt that 2 lb million towards the echt charitable organisations ( ASA, 2009 ) .

Sociable:

Peoples are to a great extent present on societal networking sites ; these web sites provide advertisement infinite with distinguishable cleavage such as demographic cleavage. Harmonizing to Keynote Report ( 2008 ) , about all the charities involved in similar activities mark same people. WaterAid can work the chance and make the exact targeted market through these societal networking sites.

CAF ( 2011 ) conducted a research ; in which, 90 per centum people responded that the charities should show themselves through their accomplishments. The respondents besides told that in this downswing, charities should besides alter the manner to commune people, do money, and utilize money. They responded that charities should utilize societal networking sites and telecasting channels alternatively of xanthous pages ; as these are low cost and more effectual in current scenario.

Technological:

UK families are progressively utilizing broadband connexion ; last twelvemonth, the figure of UK families utilizing broadband was around 63 per centum of entire ( National Statistics, 2009 ) . WaterAid can take advantage of this technological development and can show itself on cyber universe through societal networking web sites, electronic mails, blogging excess. Except this, WaterAid can acquire the advantage of nomadic applications such as samariums and millimeter. Presence of low cost media channels can assist WaterAid to publicize.

Review of WaterAid ‘s Current Communication Mix Performance

Grosss of WaterAid are increasing continuously, which enable it to carry through its committedness towards universe ‘s hapless communities. Last twelvemonth in 2010, the financess were raised by 4 % and the figure reached to 45 million lbs, despite economic downswing ( WaterAid, 2011 ) .

In 2010, WaterAid spent 75p of each lb on charitable aims ; due to the fact WaterAid could assist more people. Operating cost of WaterAid is really less, but financess are spent to raise financess. If one lb is invested in any fundraising event, 4.21 lb is raised out of it ( WaterAid, 2011 ) .

WaterAid is increasing awareness about its motivations and accomplishments through different manner of communicating. Assorted articles are published in different newspapers about charitable eavents organized by WaterAid such as World Water Day and World Toilet Day. It besides uses societal networking web sites such as Facebook, Orkut, or Twitter to increase consciousness. Facebook has around 8000 members and the figure is continuously increasing. No of visitants sing WaterAid ‘s site confirms consciousness about it and its mission, these are increasing twenty-four hours by twenty-four hours. WaterAid posts related pictures on web sites such youtube, which has 300000 members. It is besides a spouse of justgiving.com, which help WaterAid in raising financess ( WaterAid, 2011 ) .

Current Donor Profile

Market Cleavage

Markets are segmented in both macro and micro graduated table. At macro graduated table, the market is segmented into corporate partnership and other community groups, as WaterAid collaborates with these to acquire contributions and acquire aid in carry throughing societal duties. At micro graduated table, the market is segmented by parts, age groups and societal groups etc. There are many other charities, which are different from WaterAid in nature and market, for illustration medical charities, athleticss charities, educational charities, carnal charities ( PETA ) and etc.

Target Markets

Water Aid marks markets such as corporate partnership, spiritual groups and other community groups. Water Aid farther targets immature people from different civilizations, different ages like the group from the age of 16 to 25 old ages, famous person public presentation groups, other professional groups, and charitable foundations. It is sponsored by the companies and corporate organisations and some other groups which hold similar involvements ; these common involvement groups may be community groups or educational groups.

Positioning

There is no information available to understand how a donor perceives H2O assistance, but it is a known fact that waterAids is graded one of the top and most recognized charity trade names in the UK. It confirms that where WaterAid stands today among all the charities. In November 2006, WaterAid was delighted to be voted Britain ‘s Most Admired Charity by its equals in the voluntary ( WaterAid, 2010 )

WaterAid is known as a responsible charity, which works to eliminate H2O, hygiene and sanitation jobs through practical solutions. If one contributes even a little sum towards undertaking the H2O crisis, it is termed as ‘life altering ‘ . The hygiene and sanitation crisis is termed as ‘disgraceful ‘ . If one donates to waterAid, he or she is called ‘giving H2O ‘ and ‘giving life ‘ .

Rivals

Harmonizing to Keynote ( 2008 ) , 169297 charitable organisations were registered in UK at 2007 terminal. The entire income generated by these charitable organisations was around 44.55 million lbs. Most of the charitable organisations generated around 10000 lbs, merely 0.4 per centum generated income of 10 million lbs or more. However, this ball entirely comprises 50 per centum of entire income by charities.

Referencing & A ; Bibliography

Ad Standards Authority ( 2009 ) . ASA warns consumers to mind of fake charity aggregations. hypertext transfer protocol: //www.asa.org.uk/Media-Centre/2007/ASA-warns-consumers-charity-collections.aspx

hypertext transfer protocol: //www.wateraid.org/uk/

Mair, V. ( 2010 ) , Adverts Comparing One Charity with Another to Be Allowed Under New Rules, Available at:

hypertext transfer protocol: //www.civilsociety.co.uk/fundraising/news/content/6271/new_rules_on_charity_advertising

CAF ( 2010 ) , How to Connect with Donors, Available at:

hypertext transfer protocol: //www.cafonline.org/pdf/How_to_Connect_with_Donors_Feb2010.pdf

National Statistics Omnibus Survey ( 2009 ) , UK: Internet Access, Available at:

hypertext transfer protocol: //www.statistics.gov.uk/cci/nugget.asp? id=8

Smith, P. ( 2010 ) , SOSTACA® Planning Systems, Available at:

hypertext transfer protocol: //www.prsmith.org/sostac.html

Keynote ( 2008 ) .Green and Ethical Consumer, Market Assessment 4th Edition.

Colalife ( 2008 ) , One Reason why WaterAid is Loath to Enagage,

Available at

hypertext transfer protocol: //www.colalife.org/2008/07/09/one-reason-why-wateraid-are-reluctant-to-engage/

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