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Strategic Planning for Digital Marketing Communications - Research Paper Example

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Strategic Planning for Digital Marketing Communications

Based on the outcome of this analysis, the management of the organization gets a clear perspective of the possible ways in which it might utilize the opportunities and deal with the threats successfully. Although this analysis is similar to the analysis made for any other for profit organization, there are certain key differences. Oxfam NGO also faces some of these problems. Managers in a non-governmental organization (NGO) need to consider the impact of factors such as volunteer staff, fundraising, volunteer staff and long term goodwill. Since these organizations do not depend on profit for their survival, the above mentioned factors play a major role in achieving success in the long run (Turkishweekly, 2013). From the analysis (see SWOT table in appendix), it has been found that in the NGO industry, organizations face several challenges in conducting marketing communication activities. Some of the noteworthy challenges are briefly discussed below. General issues Challenges Absence of strategic planning Many organizations in the NGO sector do not run as proper business enterprises, they face the lack of strategic planning. However, this lack of planning often creates indecisiveness or barriers in the path of marketing. Oxfam faces this problem of strategic planning at the marketing level (Ngoconnect, 2009). ...
NGO industry issues Challenges Lack of funds Fund raising remains one of the major concerns for non-profit organizations. 80% of Oxfam’s activities depend on financial assistance provided by its members, associates and private partners while government provides 20% of assistance (Oxfam, 2013a). Finding private donors is a challenging task. Depending on the status of the economy, the financial conditions of the donors fluctuate. Poor networking Some NGOs are not very successful in establishing strong networks with clients and other NGOs. They face considerable issues in acquiring donors or building relationship with the government and other organizations (Penkenya, n.d.). After the financial crunch faced by almost all economies, Oxfam fronts the need to develop a stronger networking system with the donors in different countries to facilitate smooth flowing of funds. Priorities identified Challenge 1: Need to identify the loopholes that require immediate attention and allocate resources accordingly. Fund should be allocated on priority of the programs for which expenditure is undertaken. University students can donate a portion of their savings or pocket money on a monthly basis for funding Oxfam. Challenge 2: Utilization of online networking sites is very important. Socially responsible corporate firms as well as university students have to be approached for volunteering in the NGO’s activities. Challenge 3: Offline communication is required in order to make a real impact on the university population. This would supplement the image of the NGO created in the virtual world of internet. Representatives would have to reach every campus in the cities in which the NGO has its physical presence and explain its causes to the target population. 1b. Objectives The ...Show more


Strategic Planning for Digital Marketing Communications Name of student Student ID Name of business Section 1: Challenges and Objectives 1a. Challenges A non-profit organization works without a profit motive and indulges itself in various activities for the welfare of the society…
Author : abelardo95
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