Marketing Charities in China .doc

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1、Marketing Charities in China1 Introduction 1.1 BackgroundThe purpose of this report is to discuss the necessity of charity organizations marketing campaigns, to research the application of marketing theories in charity fund-raising and to point out some marketing strategies for charity fund-raising.

2、 Charitable organization is defined as a type of non-profit organization. It differs from other kinds of non-profit organizations because it centers on philanthropic goals, such as charitable, religious, educational or other activities serving common good or the public interest (Wikipedia). With the

3、 development of society and economy, Chinas charitable enterprises are developing rapidly and various charitable organizations are becoming increasingly more. However, in the drastic market competition, Chinese charitable organizations are confronted with some new and serious challenges, for example

4、, the difficulty of raising fund (). Therefore, Chinese charitable organizations should broaden new theory and field for marketing campaigns. 1.2 ObjectivesThis report has three objectives. The first one is to discuss the necessity of charitable organizations marketing campaigns. The second objectiv

5、e of this report is to research applications of marketing theories in charitable organizations fund-raising, including the SWOT analysis of marketing theories in charity fund-raising and selection of the market for fund-raising. The third objective of this report is to work out some marketing strate

6、gies for charity fund-raising, which include co-marketing strategy and cause-related marketing strategy. 1.3 ScopesThis report focuses on analyzing the necessity and significance of charitable organizations marketing campaigns. It also covers some concrete applications of marketing theories in chari

7、table organizations marketing campaigns. In addition, the report also includes some suggestions for charitable organizations to carry out marketing campaigns and they are co-marketing strategy and cause-related strategy. However, this report does not include systemic introduction of marketing theori

8、es and knowledge. The report just focuses on Chinese charitable organizations and their marketing campaigns, but doses not consider the situation of foreign charitable organizations. Moreover, the status quo and marketing campaigns of other types non-profit organizations will not be discussed in thi

9、s report. 2 ProceduresAccording to my schedule of doing this report, the first step is to collect relevant information and research them as carefully as possible. A Chinese old saying goes: it is the first step that costs troublesome. The most difficult part through the report is to collect and sort

10、 so much information and material, because I have to check their reliability and extract useful opinions and statistics from them. All of this information and material that were referenced in this report is collected from four primary resources: several secondary resources, official website, newspap

11、er articles and editorials as well as video clips. These resources have played an essential role in my report, because I extracted a lot significant and reliable statistics from them and consulted many professional opinions about charity and marketing from them. In order to make sure the reliability

12、 and effectiveness of my information, all of these resources referenced were published in the latest decade, such as Smith, Bucklins The Complete Guide to Non-profit Management, Robert F Sharpe, Jrs Successful Fundraising in Challenging Times Strategic Behavior in Public Good Games: When Partner Dri

13、ft Apart, Wu Guanzhis Marketing for Nonprofit Organizations and William T. Harbaughs The Prestige Motive for Marking Charitable Transfers and so on.After collecting and sorting information and statistics, the next step in my schedule is to write a report on charity and marketing. In writing this rep

14、ort, firstly, I work out a brief outline, and then finish it part after part. The key part of my report is the three objectives, which take up most of my efforts and time. 3 Objectives 3.1 The necessity of charitable organizations marketing campaigns In the contemporary society, marketing theories h

15、ave become the basic or essential elements for the success of organization, including both profit organizations and charitable organizations. Twenty years ago, charitable organizations marketing campaigns was considered as immoral activities, which would be spurned by the public. However, modern cha

16、ritable organizations need do marketing campaigns and marketing management. Since 1980s, most charitable organizations from home and abroad have been aware of the necessity to make institutional changes. As Firstonberg,P.B. mentioned in his Non-profit Organizations Chance to Get Rich, modern charita

17、ble organizations have become a mixture to some extent. On the one hand, the essence of charitable organizations is still charity; one the other hand, they have to become business organizations in the aspect of raise fund. Only combined these two different values in charitable organizations, can the

18、y always full of energy. Although Chinese charitable organizations have gained development over the past hundreds years, they still cannon keep up with many charitable organizations of foreign developed countries, especially in the aspect of raising fund and management. The traditional theories for

19、raising fund and management cannot be apt to the requirement of this new time. Therefore, it is urgent and necessary to apply the theory of marketing in charitable organizations campaigns, especially in fund-raising. Besides, the increasingly severely competition between different charitable organiz

20、ations have also aggravate the requirement to doing marketing campaigns. With the gradually raising of the “Global Civil Society” and “the Third Sector”, competition of fund-raising among different charitable organizations is becoming increasingly more drastic than before. It is not quite easy for m

21、ost Chinese charitable organizations to be award of the existing of competition in this field, because charitable organizations fund-raising campaigns were implemented through administrative methods in the past decades and the products and a large proportion of service provided in fund-raising campa

22、igns are immaterial. However, the scale and complexity of fund-raising is increasing, moreover, the supplying method of sources has changed, what more, government and individual donors are making choices among so many charitable organizations. All of these are causes of the increasingly more drastic

23、 fund-raising market. If Chinese charitable organizations cannot timely change concepts of rising fund, they will be in a very disadvantageous situation. In conclusion, charitable organizations must understand and research donors requirement so as to strive for as more donation as possible. Only strengthening the dinner capability, can charitable organizations implement meaningful and effective public benefit activities and help as more vulnerable groups as possible. Marketing campaign can help them to achieve this goal.