The Bayt Abdullah Children Hospice: a Nonprofit Charitable Organization - Research Proposal Example

Senior Project in PR/AD Executive Summary The study is based upon a nonprofit charitable organization, which supports and serves ill children and their families who are from Kuwait. The Bayt Abdullah Children Hospice is a similar form of non-profitable organization, which is based in Kuwait. The study is about preparing a proposal plan for the company to create awareness about the same among the people. The proposal plan includes the entire procedure of promotion. The proposal plan is based upon few elements of the promotional strategies for the effectiveness of the performances. The objective, target audience, key message and various tools are the important factors that are considered in the proposal. BACCH has prepared some strategies for raising its goodwill among the people. The study has stated that the strategic tools has been made for the implementing the proposal plan for maintaining a strong public relationship of the organization. The proposal plan for the BACCH describes numerous strategies, which are effective to set up its promotional plan practically among the people. It can be determined that the online promotional strategy can be helpful for the organization on the international basis. The relationship concept in marketing will be another suitable strategy for establishing the public relationship in market. Table of Contents Executive Summary 2 Table of Contents 3 Introduction 4 Purpose 4 Proposal 5 Objective 5 Target Audience 6 Key Messages 6 Tactics and Strategies 7 Campaigns 7 Timetable 8 Budget 8 Strategies 8 Online Marketing 9 Advertisement through Local TV Channels 9 Advertisement through Local News Papers 10 Brochures and Catalogues 10 Campaign and Special Workshops 10 Collaboration with Health Care Centers 11 Association with the Educational Institutes 11 PEST Analysis of BACCH 11 Political Analysis of Kuwait 11 Economic Analysis of Kuwait 12 Social Analysis of Kuwait 12 Technological Analysis of Kuwait 12 Strengths of BACCH 12 Weaknesses of BACCH 13 Tactics and Tools 14 Employee Relation 14 Establishment of the Customer Service Executive 14 Community Relationship 15 Public Relationship 15 Competitors 15 Conclusion 15 References 17 Introduction In the contemporary era, there are people who are physically sick and require severe help in order to recover from their illness. There are children who are sick since birth and the disease or illness is incurable by the parents due to their financial instability. In this context, there are organizations as well, who take owners and responsibility of taking care of those children, who are in need. The Bayt Abdullah Children Hospice (BACCH) is one of the most popular non- profit charitable organization, which serves people. This is the first children Hospice situated in Kuwait among all the countries of Middle East. The Bayt Abdullah Children Hospice is one of the world’s largest health care centers for children care. BACCH works for the welfare of children by providing services, medical facilities and quality life. This nonprofit organization provided multi professionals, high-quality pediatric palliative care to those children who are suffering from incurable, life threatening illness for a better life style. The organization provides support to weak children as well as their families who live in Kuwait by delivering support such as quality care and other necessary services. BACCH provides plenty of services and various support systems for weaker children and for their families in order to help society. The services, which are provided by this nonprofit organization, include the medical services, education, advocacy, campaigning/lobbying and community palliative care services. BACCH also creates public awareness related to children health and their safety in order to improve the standard of living of Kuwait (BACCH, n.d.). Purpose The objective of the study is to develop a proposal in order to promote the organization with the help of promotional campaign. The study will also describe about the various strategies that should be implemented by BACCH in order to enhance the popularity among the people. Moreover, the objective of the BACCH is to provide specialist health care to those children who are suffering from the life threatening illnesses and are financially weak. The proposal for promotional activities will also help the company to renovate its outer image and its existence to the people. The proposal is to promote and create awareness and services to the related community and markets for the numerous optimistic donations, which will raise funds for the nonprofit business organization. Proposal In order to provide care and quality to the weaker children of the society, the organization has decided to prepare a proposal related its promotional strategy, which will attract both attendees and volunteers for the welfare of the society. The promotional plan should be more eye catching and economic in nature so that the objective of the organization to provide quality service and care can be adhered. The marketing plan will be prepared for the organization by considering entire attributes of the organization. Moreover, it is proposed that the organization will need to enhance its public relationship based upon the two very important elements. These elements are the objective of the organization and the other element is regarding the targeted audiences. Moreover, other elements of the promotional plan as will be proposed includes, key messages, strategies, campaigns, timetable and the budget (Network for Good, n.d.). Objective The objective of BACCH is to provide specialist medical or clinical healthcare to each and every child who is suffering from chronic health diseases and lack home care as well as rehabilitation services. The promotional message should focus upon the mission of the organization, which will be helpful to express the motive of the organization in public (BACCH, n.d.). Target Audience As per the proposal, the organization should target group of audience, which include the volunteers and children who are in need. In this respect, BACCH will focus on audiences who are capable of providing funds for enhanced marketing and delivering quality services for the purpose of expansion In order to promote the organization and create awareness of the same it is important for the organization to expand its services through targeting audience who can facilitate services and funds. This activity of promoting the organization will also help to generate the funds and donation, which will be used for the development of those needy children and their families. Key Messages For the promotion of an organization, it is important to create a key message, which would help to grab the attention of the people living in the society. In this regard, BACCH will need to create key messages, which will reflect the main mission and the philosophy of the organization. Therefore, the proposal plan will use this aspect for promoting the organization to the people of Kuwait, who is in need for proper healthcare facility. In the promotional campaigns, hoardings and banners will be used so that the people of Kuwait are aware of the vision of the BACCH, which serves children by providing quality care. As a proposal plan, the key message will help in expressing all the emotions, which the organization has with their children while providing quality services. The emotions that will be used for the promotion purpose to be effective include compassion of the team members, commitment to the attendees and competence of the volunteers. The main strategy of the promotion proposal is to create a community with the entire team of BACCH. The key message of the company should be innovative that would attract all the attendees or the person for greater effectiveness. Observably, BACCH is currently working on a global basis, so it is very important for the organization to set a key message for the promotion. The organization can use taglines for the purpose of promotion, which will help in catering the information to the people who are in need and require support in Kuwait. Tagline must be short and to the point keeping in view the vision and mission of the organization i.e. to provide healthcare support and care. For instance, Nokia as a promotional activity has set its Key Message as “Connecting People”. This Key message has helped Nokia to attract people as well as to expand its business throughout the globe (BACCH. n.d.). Tactics and Strategies The tactics and strategies is a part of the marketing tools, which will be used for designing the proposal plan based on the company’s objectives. BACCH should prepare innovative strategies, which will be much feasible for the practical application of the organization. The tactics is a tool, which is used for the application of all strategies, which have been prepared for promoting the company. BACCH should use tactics and strategies such as promoting awareness about the nonprofit organization by revealing the good practices followed within the organization for the safety, security and standard of living for children who are physically weak and sick. Campaigns Campaigns are mainly organized for creating the awareness among the people about the organization. The BACCH can organize a campaign in several villages and rural areas of the Kuwait for the promotional purpose. This act of promotion by BACCH will help in increasing its popularity and help in attracting volunteers as well. BACCH can promote by providing free healthcare services in the rural areas for the safety of children who are sick. The strength of BACCH is its healthcare services and thus promoting the same through using banners, hoardings and pamphlets will be effective. Timetable For effective promotion, BACCH should prepare a time chart and timetable for estimating the duration of the promotional campaign. It is observed that people of Kuwait require health services and hence to provide adequate information about the services of BACCH it will require a minimum of two to three months of time. The organization should estimate the minimum period of time, which will be taken to complete campaign project. The time would be approximately one to two months for the regular outdoor campaign and the other promotional activities such as advertisement through media or televisions should be organized on the weekly basis. Regular advertisement will help the people to get proper awareness about the same and help in providing quality services. Budget The budget is very important for the organization, as they have very limited source of earnings. The planner needs to have an over-all analysis of financial budget for proper promotional activities and services. Generally, the expense for the promotional activity varies from organization to organization but particularly for the BACCH the budget will be cost effective as it is a nonprofit organization. Media Tool Costs Television Campaigns 2000 KD Print Media (Newspapers, Banners & Leaflets) 2000 KD Internet and Social Media 2000 KD School Campaigns 3000 KD Strategies BACCH is a non-profit organization for children who are suffering from any diseases. The mission of the organization is to serve maximum children who are suffering from various diseases. The strategies should be built as per the mission of the organization. The BACCH should adopt the societal marketing as the organization serves for the development of the society. There are several strategies, which will be created for establishing public relationship in a more effective and efficient manner for the organization. BACCH will take few strategies to promote their organizations for improving the public relation. The strategies for enhancing the same are mentioned hereunder. Online Marketing In the present scenario, online has become more popular among the people. After the imposition of online promotional strategy, BACCH will be able to promote the organizations’ goodwill among the people. Initially, the organization should create its own websites, which need to be well addressed and should include all the contents in the websites such as services they provide and a forum for the people to input the advices. The BACCH will use the social media sites for sponsoring the advertisements for its organization. Now days, blogs and other social networking sites are more popular and convenient for the organizations to use for creating awareness. The organization will use the local directories, which can be operated through online. The use of local directories will prove to be the most effective solution for the organization and people who want to join with BACCH in order to serve people. The organization can create an instant option button in its websites to make the people contribute on online basis (National Council of Nonprofits, 2014). Advertisement through Local TV Channels The advertisement through local TV channels is another effective strategy to promote the organization. To make the promotional activity more attractive and adoptive among the people who are living in Kuwait, the BACCH should make an endorsement with the local celebrity for promotion of the good services. The endorsement by the local celebrity will effective for promotion (National Council of Nonprofits, 2014). Advertisement through Local News Papers Promotion through printed newspaper will be a good option for promotion of the organization. It can be stated that the regular delivery of advertisement via newsletters will strengthen the status of the organization and strengthen the connection with the local people in order to create awareness. It is also very useful in enhancing the brand of the organization and as well as making the people aware about the existence and the feature of BACCH. Brochures and Catalogues The distribution of the brochures through hand or via online mailing is an active way to make people think about the organization. The catalogues of various services, which have been provided by the organization, will also influence people for attending the various campaigns of the BACCH (National Council of Nonprofits, 2014). Campaign and Special Workshops The BACCH should organize several campaigns for creating awareness related to the organizations. The special workshops and classes should be organized by the organization to make people aware about all its services and facilities. Campaign and workshops is a traditional approach of promoting activities. It is has proved to be one of the most powerful tool for generating information about the noble cause done by the organization The campaign and the special workshops will teach the parents about the proper procedures to take care of their babies. The workshop will also teach the volunteers about the primary treatments of children for more effectiveness (National Council of Nonprofits, 2014). Collaboration with Health Care Centers Another strategy for the BACCH will be to come in to a collaboration with various hospitals and health care centers for improving the services that is provided to the needy and sick children. The collaboration is also helpful in the collection of donations and funds for the organization to provide better services. The reason behind the collaboration with hospitals and pediatric clinics will provide BACCH with the support of specialist doctors. The specialist health care professionals will be able to treat the babies and children through several special classes. This procedure will increase the quality of the health care services that will be provided by the organization (2National Council of Nonprofits, 2014). Association with the Educational Institutes The BACCH can also make an association with the educational institutes and various special educational schools to promote their brand value. This strategy will also provide assistance in generating children who are having the disability. The campaign or the promotion through special schools will also help in creating awareness amid the parents about the organizations. PEST Analysis of BACCH Political Analysis of Kuwait The political climate of Kuwait is referred as stronger than the other Middle Eastern countries. To be mentioned in this context, in many parts of the Middle Eastern region, the situation is observed as more volatile, although Kuwait is observed as comparatively more peaceful (Doronin, 2013). Economic Analysis of Kuwait Kuwait is referred to be a quickly growing region among the Middle Eastern country. The country’s economy is mostly dependent on the oil reserves. The economic environment of Kuwait is referred to be wealthier and relatively an open economy (Doronin, 2013). Social Analysis of Kuwait The culture of Kuwait depends upon the Islamic tradition. This further reflects that that its socio-political differences with other parts of the world form one of the most vital challenges for Kuwait. To be noted in this regard, the social structure of the country is depended upon the family structure wherein social mobility is inactive because people mainly follow the cultural heritage (Doronin, 2013). Technological Analysis of Kuwait Technology improvements in Kuwait have been remarkable over the past decades. Kuwait is the preferably more developing among other Middle East countries in terms of innovative technology, which has further supported its growth needs in manufacturing and service sectors. Such developments can further be rooted to its substantial spending in Research and Development for the technology industry (Doronin, 2013). Strengths of BACCH There are several strengths of BACCH, which makes it quite popular in Kuwait. BACCH is a multi-specialties nonprofit organization, which has been serving the poor and weaker children and their families living in Kuwait and thereby, having the reputation of socially responsible organization. It provides medical services, educational services, financial supports to those families, providing adequate legal help to them, which in turn has secured the social positioning of the brand (Doronin, 2013). Weaknesses of BACCH Though BACCH is popular for its novel services among the people of Kuwait, it also possesses certain weaknesses. The main limitation of BACCH is that its services are limited within Kuwait. The services of BACCH are only limited in domestic levels, lacking its reach in the global context (Doronin, 2013). Opportunities of BACCH BACCH can take the advantages of its social image and aim at penetrating the global market, which will help it enhance its reach to a larger population. As Kuwait is developing in both political as well as in technological sectors, BACCH can also take the advantage of such opportunities in expanding to the global context facing minimum hazards (Doronin, 2013). Threats of BACCH BACCH may have to witness significant challenges owing to the wide differences persistent amid Middle-Eastern and the global economies. Threats may also be observed in the form of competition from other similar organizations operating in the global context, when targeting the society in Kuwait or when functioning globally, which in turn has increased the entry and exit barrier within the sector (Doronin, 2013). Tactics and Tools The tactics and tools of the promotional marketing mix are referred as a mechanism of marketing concept. This will BACCH create relationship marketing with suitable tactics for the organization (Hearst Newspapers, LLC. 2014). Employee Relation The employee relationship refers to presentation of the company to the people in the society. A company with good employee relation leads to better services. In this regard, it will be effective and important for BACCH to enhance employee relation for greater effectiveness in services. By sharing information and work culture the organization will be able to promote itself. BACCH can apply the employee relationship tactic to generate more donors and as well as number of attendees. The promotional activity through the employees of an organization will be effective for the growth and increase in the team work spirit among the team members. This tactics will provide knowledge to the organization about the efficiency of the employees. Establishment of the Customer Service Executive BACCH should establish a department or should generate a team with the some employees who are efficient in communication field. The responsibility of the team is to identify the needs of the attendees and to collect the feedback from the present customers. The feedback is the very important for building up the customer relationship and improving the service quality. The Customer Service Executive (CSE) helps the organizations to generate new customers for making the organization more popular among the people (Executive Consultancy Service, 2014). Community Relationship The Community Relationship is an effective strategy, which will improve the promotional marketing more popular. BACCH also influences its present customers to make a promotion among other people and encourage them to send their children to the hospices for the treatment. The community relationship refers making a good relation or association with the local associates, who will act as great sponsors for the organizations. The organization should focus upon its participants who are participating in various workshop and special classes (Executive Consultancy Service, 2014). Public Relationship BACCH should establish its strong impact upon the society by making strong bond with the media and supporters. The organization should make a good relationship with the media and its supporters for maintaining the goodwill among the stakeholders. Competitors As a community welfare organization, BACCH will have to face limited impacts of competition from other organizations working in the same field. However, as the number of private organizations, networking to cover the issue of children hospice, is increasing in the global front, the degree of competition to be faced by BACCH is also considerably higher, when considered from a futuristic perspective (NBBJ, 2014). Conclusion The study describes about a nonprofit charitable organization, which serves the children who lives in Kuwait. The Bayt Abdullah Children Hospice is mainly popular for serving the weaker children and their family through various ways. The study has described about the appropriate promotional strategies, which are useful for the organization. The organization increases its effort in building up the effective relationship with the funder, customers, supporter and media for raising its reputation in Kuwait as well as in the entire globe. The organization needs to focus upon the communication or communicative based relationship. The communication is an important method for enhancing the reputation of a business. In present scenario, people are much fond of advertisement. It can be described that the advertisement is much important for the non-profitable organization for promoting its activities. A perfect advertisement can increase the popularity of an organization as well as promote the value of the organization. References BACCH. (n.d.). Bayt abdullah children’s hospice. Retrieved from http://www.bacch.org/ Doronin, D. (2013). Macro-level market analysis of Kuwait. Industrial management degree program, 1- 42. Executive Consultancy Service. (2014). Strategic planning nonprofit. Retrieved from http://www.simply-strategic-planning.com/strategic-planning-non-profit.html Hearst Newspapers, LLC. (2014). Nonprofit marketing strategies. Retrieved from http://smallbusiness.chron.com/non-profit-marketing-strategies-3229.html National Council of Nonprofits. (2014). Communications and marketing for nonprofits. Retrieved from http://www.councilofnonprofits.org/resources/communications-marketing 2National Council of Nonprofits. (2014). Communications, marketing, and planning. Retrieved from http://www.councilofnonprofits.org/resources/communications-planning NBBJ. (2014). Normalcy at Journeys End. Retrieved from http://www.nbbj.com/work/bayt-abdullah-childrens-hospice/ Network for Good. (n.d.). 7 steps to creating your best nonprofit marketing plan ever. A free fundraising guide, 1-19. Read More