Role of marketing in helping charities - Essay Example

Download file to see previous pages The focuses in this paper are on charitable organizations which, just like any other organization, need to be marketed to succeed in their operation. The urge to show ability to spend and compete favourably in the larger market contributes highly for the reasons for marketing. Owing to the ever dynamic marketing techniques and messages, the ancient techniques and approaches of the charitable organization have proved to be irrelevant for the success of these organizations. Similarly, as a result of the ever increasing numbers of channels that conducts marketing for various organizations, consumers have had the opportunity to acquire more information on different organizations. This has also resulted into people being selective on their taste and choice. The internet has been of great importance when it comes to enlightening them on the best choice to go for at any given time. This is because they have been able to get access to prices, quality, benefits and value cutting across a wide range of goods and services. For instance, various sites have contributed greatly in exposing various charitable organizations, and help them acquire supports inform of donations and contributions. In addition, many charity organizations have created websites in order to make such efforts effective and the need to indulge people in true dialogue rather than just simply broadcasting messages to them. One of the obligations for the success of this technique is the use of softer skills and collaborations; this must be accompanied by open sharing of information, honest discussion of views and goals amongst others. (Wymer, Knowles & Gomes, 2006). . Understanding and getting appropriate answers is very crucial for charities just as commercial brands, this becomes useful when communicating with supporters and reaching out to supporters who need their services and support. Unlike commercial brands that tend to be faster in investing in new routes to market, charities are more reticent in that, the resources allocated to them is always insufficient, and this has always called for wise spending of the allocated donations (Wymer, Knowles & Gomes, 2006). According to Wymer, Knowles & Gomes (2006), for many years, media option such as mail, press and television have been of considerable help when it comes to fundraising, marketing and even communication. Despite the fact that their returns have always taken a downward trend in the recent past, ignoring these techniques proves difficult as their success or failure depends on the charity organization at stake. It will therefore, be significant to identify where people, who need help have interest as far as the charity services is concerned. It is always significant to engage or concentrate more on people and goals and not technologies or techniques used in marketing these organizations. This would mean that there is no need of setting up ones presence in a social network that brings no benefit to any of these charity organizations. This can be determined by checking whether the charity is capable of attaining any of its set goals or objectives and if not then there is no need of being in such network. For cases where resources are limited, it is advisable to be in only those networks or channels that best meet the set goals or objectives (Wymer, Knowles & Gomes, 2006). It has always been thought that charities organizations don’t need go online in terms of marketing simply because they don’t deal with physical products. However, the validity of this observation is doubtable since they can use online marketing for their brand awareness and cause(s), get more donors and raise more fund which will enable them achieve their set objective and goals. Online marketing takes the form of online fundraising, charity auctions, acquisition of members and retention, lead generation and advocacy amongst others (Wymer, Knowles & ...Download file to see next pagesRead More