The National Society for the Prevention of Cruelty to Children (NSPCC) pledged t

Question

The National Society for the Prevention of Cruelty to Children (NSPCC) pledged to raise pound 300m in just 12 months through a multimedia campaign This was 6 times more than the charity^?s usual target of pound 5Om. Through its Full Stop campaign the NSPCC hopes to bring an end to child cruelty within a generation. Following the trend for provocative charity advertising the NSPCC campaign utilized an unsettling series of television advertisements depicting various toys and other children^?s icons, such as Action Man, Rupert Bear and the Spice Girls, covering their eyes against a sound track of shouting parents and crying children. Some 3,500 posters carrying the same message appeared, with the NSPCC web site offering support. There was also a mailing of leaflets to every UK household bearing the message, Together we can stop cruelty to children once and for all. The intention was to capitalize on the awareness created by the advertising campaign . At the centre of the campaign was a pledge document, through which the public and businesses were invited to donate funds to the charity. The NSPCC hoped that 20 per cent of its donations would come from businesses. There were many ways in which businesses could become involved. The NSPCC developed a special toolkit that explained some of the sponsorship opportunities

Explanation / Answer

Introduction:

Marketing is as necessary a tool for non-business or non-profit organization, as it is for business/ profit making entity. Non-business organizations often take resort to marketing activities or strategies to spread the core value of the organization, as well as to solicit donations and call for volunteers. These organizations only differ from the profit making bodies in their intention to accumulate fund for charity rather than its own interest.

Marketing strategy of non-profit organizations also follow the same route, as does the traditional profit making bodies. They follow the traditional four Ps i.e. Product, Price, Place and Promotion; identifies its target market; develop materials to reach and penetrate the target market and determine the objectives that a marketing campaign should have. Some might not agree with the fact that nonprofit organizations should invest in marketing but it is quite useful for an NPO to successfully market itself. Non-profits use marketing tactics to assist their growth, funding and prosperity.

The Promotion/ Marketing communication part of such non-profit organizations are very crucial for success of their campaign, as effective communication helps them to convey their message properly. It is very crucial, as, such organizations need to arouse certain emotions of customers in order to make them think and do something for the society without expecting any benefit in return. Therefore, these promotions often try to hit the sentiments of an individual, be it positive or negative.

An ideal example of marketing campaigns by a non-business/non-profit organization could be of The National Society for the Prevention of Cruelty to Children (NSPCC)’s effort to raise $300m in 12 months. They took resort to Integrated Marketing Communication and used various channels to reach out to prospective donors.

Recommendations:

NPSCC mainly invested its efforts in various dimensions of Direct Marketing, which is obviously an important tool while it comes to marketing a Non-profit organization, but is not sufficient. It is limited in its capability to reach a wide range of audience and can even miss out certain section of the audience which they might not have thought of. In such a case, in today’s world, it is very necessary to have an online campaign go hand in hand especially a social media campaign. Social media has the potential to reach in every nook and corner of the world and would have helped NPSCC to gather funds from an wider audience. Moreover, use of online media could have saved its effort to send volunteers in various location or the cost to distribute pamphlets- presence of volunteers online and presence of online banners would have a less cost and higher reach. Moreover, a certain amount of investment on e-payment gateway would have helped them to generate fund more easily. Hence, NPSCC should consider the online platform for promoting its business in coming days.

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