DoSomething.org Marketing Plan - Term Paper Example

DoSomething.org Marketing Plan DoSomething.org Marketing Plan Executive Summary DoSomething.org is a non-profit making organization whose objective is to raise awareness of the different social aspects of life that affect humanity. In particular, the organization is interested in raising awareness of poverty, violence within the society, and environmental concerns. DoSomething.org is mainly composed of young people and aims at using them to transform the world and the future for upcoming generations (DoSomething, 2015). The organization is a made up of a team of people from diverse cultural backgrounds which effectively enhances the diversity of opinions in ways of making the world a better place. Nevertheless, the organization faces significant challenges including raising enough funds for the smooth running of its activities, and commanding a global outreach. Despite this, the organization’s board of directors, the advisory board, and other well-wishers continue working around the clock to ensure the organization achieves its objectives (DoSomething, 2015). 1. DoSomething.org Goals Organizational Goals The main aim of this organization is to ensure social change and equity in the society. In addition, the organization aims at transforming people’s views about the need to care for the environment in which they live. The organization believes that bringing such a change will form the basis of a bright future for upcoming generations. The organization also aims at involving people across the globe in driving this change. DoSomething.org especially believes in utilizing the enormous power of the youth through campaigns in driving social change for a bright future (DoSomething, 2015). Marketing Goals The marketing goals of DoSomething.org include mobilizing people through different social media platforms to join a cause for the positive transformation of the society. The organization believes involving people from various backgrounds and cultures will help in bringing in innovative solutions to the various social challenges facing the society. The organization seeks to increase the interest from various corporations and other well-wishers in supporting its campaigns. On the part of corporations, DoSomething.org aims at increasing the level of involvement of different corporations in corporate social responsibility (CSR) activities. DoSomething.org also aims at increasing its brand equity as a reputable non-profit making organization across the globe. The organization believes that such a reputation will serve as a basis of making it attractive to potential volunteers and other well-wishers (DoSomething, 2015). 2. Resources The organization has well-trained staffs that help in coordinating the various activities of the organization. The volunteer members assist in offering assistance in marketing activities of the organization. DoSomething.org has clearly laid down producers and roles to every staff that helps in smooth running of its activities. Financial Status The organization’s budget is conducted in order of priority to ensure efficiency. The organization’s able management team is responsible for monitoring its revenues and the organization’s expenses. DoSomething.org practices incremental budgeting following the unpredictability of some of some its costs. In order to ensure accountability, the organization conducts annual audits in order to identify its financial position (Kotler & Keller, 2012). 3. Target Markets DoSomething.org is an organization focused on the future well-being of the society. As a result, the main target market for the organization is the Y generation as the generation is more conscious about its environment and the future. Nevertheless, the organization also targets the older generation who have a passion for social equity and environmental concerns. In addition, DoSomething.org also targets huge corporations who, in one way or another, are involved in social change activities such as building schools for the needy, cleaning the environment through engagement in environmental sustainability activities. 4. Marketing Segmentation The organization targets the youth ranging from the ages of 13-25 years. DoSomething.org is highly non-selective with respect to gender, race and even the place of origin; as a result, the organization enjoys a rich cultural diversity across all its members. The fact that the organization has no requirement for experience has encourages more volunteers to join its cause. 5. Situation Analysis The world is in dire need of social change, and this forms the basis for the motivation of DoSomething.org. Although the organization is relatively stable, it faces stiff challenges to achieving its objectives. Stiff competition from other organizations pursuing the same cause has led to fighting for resources; consequently, this creates a barrier to the effective pursuit of the organization’s strategy. Despite intense competition, DoSomething.org, through its unique experiential offerings, has been able to attract significant membership from different spheres, and this has seen youth grow in many aspects. 6. SWOT Analysis Strengths of the DoSomething.org Over time, the organization has built strong brand equity across the globe. Consequently, DoSomething.org differentiates itself from competitors as a reputable organization. The reputation helps in attracting the youth who consider the organization as their brand of choice (Kotler & Keller, 2012). The organization’s reputation has also ensured continued support and partnerships with large corporate organizations such as Google. Weaknesses of DoSomething.org The organization engages in a flurry of activities that require many funds and efficient management. Being a non-profit making organization, this might present a challenge to the organization as it depends mainly on donations and volunteers to run. The vast membership the group also commands presents the organization with management challenges. Opportunities for DoSomething.org The organization’s large product portfolio provides it with a competitive edge over its competitors who mainly pursue specific activities. Being a non-profit making organization, DoSomething.org has huge opportunities for attracting more people to support its cause. For instance, people who are skeptical about the profit-driven organization are more likely to find a haven in DoSomething.org. As a result, the organization has tremendous opportunities both in the short-term and long-term. Threats for DoSomething.org The main threat to the organization comes from similar organizations that have sufficient funds for their campaigns. Organizations with considerably manageable members are a threat to DoSomething.org as they can plan their affairs well. The fact that the organization is non-profit leaves it at a disadvantage over its profit-making organizations as the possibility of attracting top-notch and skilled staff remains small. 7. Competitor Analysis There are quite a number of organizations that are involved in campaign activities, and this could potentially put DoSomething.org in intensive competition. There is a need for the organization to engage not just in social media campaigns in relationship marketing. Market Share DoSomething.org has established itself as a global organization. With over 3 million youth members across the globe, the organization ranks well among its competitor non-profit organizations. Strengths Some of the competitors have more attractive attributes that act as a bait to attract and engage the youth. Such attributes go beyond the campaign activities and include holding events and sports activities. The implication of this is they end up taking more youth for their campaigns. Weaknesses The most common weakness observed amongst competitors is the tendency to focus on particular activities at the expense of the campaigns. In addition, most of the competitor organizations tend to operate nationally and as such, limit their chances for global outreach. 8. PESTLE Framework Analysis This framework is based on political, economic, social, technological, legal and environmental factors. Political Factors Most of the social problems that the organization seeks to tackle are either directly or indirectly linked to political factors (Kotler & Keller, 2012). As a result, politics may play a great role in shaping the campaigns of the organization. The political alignment of the people may also have an influence on membership. Political instability may influence the activities of sponsors and; consequently, this may limit their level of involvement in social change. Economic Factors The economic stability of a nation is also an important factor for the operations of non-profit organizations. The poor economic situation may, for example, impact on the amount of donations received by the organization to fund its activities. It may also impact on the people, willing to volunteer for the organization. Social Factors Social problems are not static, but rather have a high degree of variability. The fact that they change from time to time implies that organizations must set their priorities right by addressing the most pressing first. Technological Factors The rapid changes being experienced in the use of different social media platforms may have an impact on campaign strategies. The rapid advances in technology may make it difficult for people to put aside their gadgets (phones, tablets, and computers) to go and take part the organization’s activities. While some may give out money quickly, the primary objective of the organization is to get teens out in the world to make a difference. Legal Factors The DoSomething.org is a global organization. Different countries have significantly different regulations on campaigns, and this might affect the organization’s campaigns. It is, therefore, upon the organization to ensure that it learns and conforms to international regulations that may have a negative consequence on its campaign activities. Environmental Factors There are many environmental factors that are of great concern. As such, there is a need for the organization to raise public campaigns detailing of the problems that affect the people directly. 9. Stakeholder Analysis DoSomething.org has different stakeholders who are affected either directly or indirectly by its activities. The owners of the organization including the management team would want to see that the different organizational policies are implemented. The corporate organizations, which form part of the sponsors, have an interest in ensuring that their donations are put into proper use and that the group remains accountable (Kotler & Keller, 2012). The youth who form the majority of its members has an interest in seeing that the organization tackles the different social problems affecting the society. The society, on the other hand, would like to see that the organization lives by its goals of ensuring a better future. The fact that the organization continues achieving success shows that the different stakeholders play their role in the organization appropriately (Kotler & Keller, 2012). 10. Action Plan DoSomething.org will endeavor to synchronize its activities globally by choosing suitable dates to carry out its awareness activities. In order to ensure success, the organization will work under a tight budget plan. The various activities will be monitored and assessed using a criterion that will consider both the qualitative and the quantitative aspects. There will be a regular review of the activities preceded by board meetings that will decide on the next course of action. The different members will also be given an opportunity to give contributions before final decisions are made. Networks Following the critical role networking plays in bringing people on board, the various members will be asked to establish networks with different organizations that may be beneficial for the future of the organization. Message Development The organization will endeavor to pass captivating messages to the different target groups. The messages will also be published on the organization’s website in order to reach a wider audience. 11. Projections The organization will focus both on the short-term and long-term projections. In the short-term, the organization will seek to identify critical areas that are in need of quick fixes. The organization will also seek to enhance teamwork among its diverse members. This will be particularly important as it contribute to value co-creation for the organization. In the long-term, the organization will seek to increase its donor funding through aggressive campaigns that will be aimed at bringing more donors on board. The organization will also seek to raise public awareness through various social media platforms on the importance of taking part in the campaign activities. The organization will also oversee its growth as a result of heightened marketing campaigns. Lastly, the organization would like to see that its activities truly make a difference in the lives of people. 12. Conclusion DoSomething.org is a large organization with a huge potential to deliver on the outlined market plan. The organization can capitalize on the identified strengths and opportunities and work towards minimizing its threats in the bid to achieve its objectives. The organization’s global presence, reputation, and a large membership base can help in ensuring social change for a better future. References DoSomething.org. (2015). “Who We Are And What We do.” DoSomething.org, 2015. Retrieved from https://www.dosomething.org/ Kotler & Keller, (2012). Marketing Management, 14E. New York: Prentice Hall. Read More