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The Royal British Legion - Essay Example

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Royal British Legion Marketing Plan Name of the Institute Appears Here Appears Here Introduction The Royal British Legion (RBL) is the prominent charity organization based on United Kingdom. The purpose of the organization is to provide financial, social and emotional assistance to retired or current service men of British Armed Forces…
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The Royal British Legion
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"The Royal British Legion"

Download file to see previous pages It was this royal charter which gives the Legion the prefix 'Royal' in its title. Till date, the Legion is principally a campaigning organization which promotes the wellbeing and welfare of presently serving and retired members of the British Armed Forces. The first campaign of the Royal British Legion pertained to the campaigning for War Disablement Pension cases for war veterans. At present, campaigns of Royal British Legion which are ongoing include advocating for increased research into psychological conditions of Gulf War syndrome and for enhanced compensation for the victims of the war. Other campaigns by the organization include upgrading of War Pensions; the expansion of endowment mortgage payment for British military personnel that are serving outside the country. The key objective of the organization is better provision for support of British military personnel that are facing difficulties in resettling back into civilian life. One of the most successful campaigns of the organization is the one in which the Legion organized a fund-raising drive weeks before Remembrance Sunday. During the course of this campaign supporters of the war veterans were required to wear artificial red poppies on clothing. It was announced that the proceeds from the sales of the artificial poppy flowers will be donated to charity. Appeals for Charity The organization can use a number of appeals for raising charity. Two forms of marketing objectives can be relevant to this organization. The first one relates to recruitment of volunteers, the second one relates to collection of charity for the objectives of the organization. To increase inflows of charity funds to the organization, the Royal British Legion can organize a festival to commemorate celebrate war veterans. It is proposed that most parts of this festival should be composed of formal. The event can generate revenue for the organization through sale of the attendance tickets or sale of items related to celebrated wars. These wars can depict civilian life during wartime or based on similar themes. Such an event is likely to generate high attention of the prospective target market because it will enable viewers belonging generations that were born after these historic wars – for instance, the World War II – to benefit from the affirmative engagements of those people who want to relive glorified history of the nation. Another appeal for charity which can be used by The Royal British Legion is the support for foreign troops of United Kingdom who are engaged in military combat. The organization can launch an ‘Honor’ campaign which can call on the citizens of United Kingdom both within country and abroad to honor the military men protecting country’s interest in foreign lands like Afghanistan (Beamish and Ashford, 2009). The objective of the campaign would be gather public support for the issues recognized by the Legion and to promote interests of military men abroad. The same campaign can be used to create support of the federal government, as well, for the troops and to influence government to create laws which are beneficial for the interest of these men. One aspect of this campaign can be seeking priority treatment for military men in hospitals rather than having them to wait for treatment in national institutions. ‘Online Assistance of Military Men’ can be a campaign which can ...Download file to see next pagesRead More
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