Arthritis and Osteoporosis Western Australia - Case Study Example

Client Brief Organization Overview The vision of Arthritis & Osteoporosis WA is to make sure there is a reduction in the disabling effects and incidence of arthritis, osteoporosis as well as other related conditions in the people of Western Australia. The Western Australia Arthritis & Rheumatism Foundation (WAARF) was commissioned in 1972 in the month of October being a non-governmental organization. Its main goals were education, care, and research. Successful capital fundraising appeal helped the organization to open its own Resource Center in the year 1994. Osteoporosis robs people of bone density making bones to be very fragile and easily broken. Close to 2.2 million Australians are suffering from Osteoporosis (Kandol, 2005).It is estimated that every six to five minutes, a person is admitted to a hospital facility having Osteoporotic fracture. Arthritis refers to over one hundred diseases which affect connective tissues, joints and the musculosketal system. Arthritis affects people from any background regardless of lifestyle or age. Common symptoms that have been linked to arthritis include reduced movement of a joint or stiffness, inflammation, swelling in joints, and pain. Types of arthritis that are commonly identified include Juvenile Idiopathic Arthritis, Osteoarthritis (OA), Rheumatoid, and gout. Related conditions involve joints and muscles such as fibromyalgia, and lupus. There is no clear cause that has been linked to arthritis but it affects the capacity of a person to carry out his normal duties. In most cases arthritis is trivialized since it is not a life threatening disease. In some juvenile cases the disease can be fatal (Latinis, 2004). The disease is a nuisance to many people and it makes anyone not enjoy quality life. The economy of Australia is adversely affected as many people take sick leave in order to attend to arthritis cases. Inasmuch as it is not life threatening, it distracts people from maximizing their potential in life and engaging in gainful economic activities. Environmental analysis Stakeholders: primary and secondary The patients suffering from arthritis and osteoporosis are the primary stakeholders who are interested in the cure of the ailment. Many people suffer silently since they consider arthritis as part of growing older and there are no any means of intervention. Proper management and education can immensely improve enjoyment and quality of life. Donors are important in sustaining the programs that are offered by the organization. Arthritis & Osteoporosis WA is a non-governmental organization that depends on funding from donors. There was a fundraising that was held in order to the official center of the organization to be built. Without the cooperation and support of donors the organization activities would have grounded to a halt. Doctors are important stakeholders since they take part in the diagnosis of different cases of arthritis an even recommend support services from the organization. The government acts the role of patronage and giving guidance on the operation of the organization. Competitors: direct and indirect This is a charitable organization, that is, not-for-profit organization that is not in competition with anyone. It focuses on improving the quality of lives of people in Western Australia through funding from well wishers. It does not target to gain profit from its activities. Consequently the organization has neither direct nor indirect competitors. The organization has the objective of reducing the incidence and disabling impact of arthritis, osteoporosis and other related ailments within people found in Western Australia. In every five Australians, there is one who has crippling pain of arthritis. It is not easy for a non-governmental firm to raise funds and there is a lot of competition (Weissman, 2009). Many firms are seeking funds from various charitable programs from donors. The donors have to chose from the non-governmental organizations and decide which one to support. Attracting the required funds to the organization is not an easy task and maximum professionalism has to be employed. There is very little support from the government in terms of funding. PEESTEL analysis: Political Arthritis & Osteoporosis WA requires political good will in order to work well in Western Australia. The political class has to view the activities of the organization as being beneficial to the society at large. Since the Arthritis & Osteoporosis WA depends on fundraising to fund its activities, invited guests can include the political class that perceives the organization as being philanthropic (Mease & Helliwell, 2008). Goodwill is important as the organization seeks support to its activities. Environmental Arthritis & Osteoporosis WA is concerned about environmental conservation and ensures proper disposal of refuse in order to avoid fatal injuries. The organization ensures that the education and information that it provides is not contrary to environmental conservation guidelines. Ethical Arthritis & Osteoporosis WA engages in ethical activities that are legitimate for the benefit of the society. Patients are provided with important information without discrimination and prejudice. Social Good will from people in the society is very important for the sustainability of Arthritis & Osteoporosis WA. People have to see that the organization is working for the benefit of the wider society. Community support and provision of information on the plight of arthritis make the organization plan effectively for its activities. Technological Technology has been employed in providing services to arthritis patients. Increase in use of social media has enhanced arthritis and osteoporosis awareness. People can check information with regard to arthritis on the website and search for supplementary information. Technology has increased the pace of communication and connectivity in Western Australia making many people even in remote areas to learn more about arthritis. Many people have been reached and awareness created owing to the presence and growth of technology. Economic Arthritis & Osteoporosis WA cannot operate without funds. Hard economic times due to the global financial crisis have affected fundraising events of the organization. Raising money for the many services offered by the organization has not been rosy. Increasing funding to cater for the needs of the patients is a primary objective of the organization. Legal Arthritis & Osteoporosis WA has been established according to law and operates within law. Engaging in illegal activities can lead to deregistration of the firm. It is important for all legal documents to be kept safely and be produced when any government agency wants to inspect. SWOT analysis Strengths The company has a chance of increasing its capital funding through media awareness and demonstrating its relevance in the society today. This is the greatest strength since the company can surpass its goals or target for capital fundraising if the right donors come forward to support the initiative. Being a charitable organization there is the absence of the legal huddles that are required to be overcome by other profit-making organizations (Bailie R et al, 2007). There no government interference in the affairs of the organization as long as the terms of operations are not breached. Weaknesses Trivializing of arthritis is great weakness since it makes many people not to see the need of supporting the organization through donations. Arthritis is not a life-threatening condition that makes the cases reported among people to be ignored (Kandol, 2005). Many people ignore or are not aware of the adverse effects that arthritis and osteoporosis has on Western Australian economy. Opportunities The organization has the opportunity of surpassing its capital fundraising objectives if it uses awareness and marketing campaign appropriately (Lefebvre, 2011). The testimonial given by patients who have benefited from the organization can support fundraising efforts. Accountability and responsible management can attract more donors to support the organization’s activities in Western Australia. Threats There is a threat of misunderstanding that may jeopardize capital fundraising. If people do not understand the essence of Arthritis & Osteoporosis WA, little or no capital may not be realized. The menace of arthritis and osteoporosis is strengthened by the lack of knowledge and trivializing of related conditions (St. Clair, Pisetsky & Haynes, 2004). Marketing strategies to address challenges and the issue facing the organization Arthritis & Osteoporosis WA strive to focus on soliciting for funds in order to successfully carry out its functions. Approximately $3million is raised every year but the money is rapidly consumed by services that the organization offers to citizens in Western Australia. Identifying donors who can provide support in terms of money is the biggest challenge to the organization. The management only hopes that their good work will be noticed and individuals will be willing to come forward to support the initiative of the organization in the fight against arthritis and other related ailments (McKenzie-Mohr, 2000). The organization will be creating awareness of the real effect of arthritis and osteoporosis to the economy of Australia. Budget: how much will the strategies cost to implement Arthritis & Osteoporosis WA plans to use $10,000 to fund social media campaign that is targeted towards raising its profile. Creating awareness is important since there is a possibility of attracting more donors to the organization. The organization campaign on social media is still low and Arthritis & Osteoporosis WA is focused towards raising its profile steadily (Baker, 2012).  The social media platform will be used to advertise the activities of the Arthritis & Osteoporosis WA and create awareness of arthritis and other related ailments that affect the bones. Many people are not aware of the menace that arthritis is causing. With early treatment, early diagnosis, proper understanding of the disease and well-organized management, someone with arthritis or osteoporosis can lead a quality life. The organization is the market leader in providing education and services with regard to arthritis. Information is provided for free. Arthritis & Osteoporosis WA will use $5000 with the aim of promoting advertising campaign that will enhance its social lines service and online course targeting the remote and rural areas. There places where people are ignorant and do not have full information about arthritis because of limited access to information (Evans, 2012). The indigenous communities are adversely affected hence making them to suffer in silence. Infrastructure in remote places is not well advanced and people can miss out on important developments that may be of essence to their lives. The advertising campaign will work well to create awareness in rural and remote villages within Western Australia. Arthritis & Osteoporosis WA has a strategy of organizing a fundraising event that would generate a $50,000 profit. The organization plans to use $25,000 in organizing this event. The event will include ruffle tickets and games that will enable people to contribute towards the funds required to facilitate the services which are offered by Arthritis & Osteoporosis WA. It is important for Arthritis & Osteoporosis WA to look for ways of raising money that can be used in running important programs for the organization like the rural and remote areas advertising campaign that has been mentioned (Kennedy, 2010). Monitoring and Evaluation The monitoring and evaluation of the programs implemented by the organization will be up to the management through special committees. The way money raised is used is crucial since it sends indicators to donors who in turn pledge more support to the organization. Misuse of funds can be dangerous to the organization. Negative media will be shunned as the organization strive to built a positive reputation it region and the entire country at large. Conclusions and recommendations Arthritis & Osteoporosis WA has a special responsibility of making the lives of people in Western Australia quality and better. Arthritis has been a disease that is not taken seriously but has serious implications on the Australian economy. The management has to seek the support of the government in creating logistics that ensure information dissemination to every part of Western Australia. The entire country has to be educated on the severity of arthritis and osteoporosis as well as other related conditions. The challenge of fundraising can be overcome if the company uses cases where it has helped victims to overcome their conditions. Evidence of the organization’s contribution to the society will go along way into convincing donors to give their full support to the organization. The activities of the company are charitable and this should be emphasized in the media campaign being carried out by the organization. Arthritis & Osteoporosis WA is doing well and needs a lot of support and public goodwill in order to perform its functions well. References Bailie R et al. (2007). Indigenous health: The potential and requirements of continuous quality improvement for effective and sustainable services, Medical Journal of Australia, 186:525–527 Baker, M. (2012). The Marketing Book. Oxford: Butterworth-Heinemann Evans, D. (2012). Social Media Marketing: An Hour a Day, London: John Wiley & Sons. Kandol, M.R. (2005).Clinical Aspects in Osteoporosis, New Delhi: Jaypee Brothers Publishers. Kennedy, A. (2010). Using Community-Based Social Marketing Techniques to Enhance Environmental Regulation, Sustainability, 2(4), 1138-1160. Latinis, K. (2004). The Washington Manual Rheumatology Subspecialty Consult, New York: Lippincott Williams & Wilkins. Lefebvre, R. C. (2011). An integrative model for social marketing. Journal of Social Marketing; 1:54–72. McKenzie-Mohr, D. (2000). Fostering sustainable behavior through community-based social marketing. American Psychologist, 55(5), 531-537. Mease, P.J., & Helliwell, P.S. (2008). Atlas of Psoriatic Arthritis, New Mexico: Springer St. Clair, E.W., Pisetsky, D.S., & Haynes, B.F. (2004). Rheumatoid Arthritis, Sydney: Lippincott Williams & Wilkins. Weissman, B.NW. (2009). Imaging of Arthritis and Metabolic Bone Disease, London: Elsevier Health Sciences. Read More