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Marketing plan for non profit organization - Essay Example

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Marketing plan for non profit organization

NGOs or NPOs are generally committed to addressing social needs and improving the human condition. Further, some NGOs or NPOs engage volunteers for many of their activities, such as grassroots advocacy campaigns, services to the people in distress, etc. By focusing on a specific mission and drawing on the dedicated support of local communities and loyal volunteers, NGOs/ NPOs are able to address many difficult issues.
With the rise of the modern nation state, it is more and more expected that the social development is the responsibility of government of a country. However, in spite of huge investment in social programs, governments in general have not been able to address fully the many critical needs of their citizens, nor are these needs often met by the corporate sector. NGOs/ NPOs have often tried to bridge the gap between what governments and corporations can do and what society needs or expects.
Present-day NGOs/ NPOs are often having full-time staffs and governing boards and they sometime work in collaboration with government and/ or corporate bodies, each bringing their particular competencies to deal with a common issue. Some NGOs/ NPOs may receive occasional/ periodic government grant. However, NGOs/ NPOs generally roll their surplus revenues into ongoing activities or hold them in reserve to cover future requirements.
The NPO under consideration i.e. "The Thames Vallet and Chiltern Air Ambulance Trust (TVCA)" does not receive any government grant and it has to generate itself the entire money necessary to keep it running, which is quite difficult and challenging. Therefore, TVCA needs to adopt a number of innovative methods to generate sufficient resources for sustaining its various operations/ activities smoothly. The income and expenditure statement for the year 2007 indicates as follows: total income - 1.77 million pounds; total expenditure - 1.29 million pounds; and retained earnings - 0.48 million pounds (approximately). The major objective should be to maximize the retained earnings of TVCA through various ways and means and without affecting its existing activities.
At present the main fund raising activities of TVCA are as follows: weekly lotteries, selling various items of merchandise, organizing different charitable events, public donations, etc.
In order to increase the earnings of TVCA various innovative methods shall need to be chalked out. In this regard, the following measures may be suggested:
(1) Building a good database of citizens: It is observed that TVCA is mainly serving 3 counties of UK namely Berkshire, Oxfordshire and Buckinghamshire, with populations of around 798000, 605000 and 686000 i.e. a total population of approximately 2.09 millions (UK Census 2001). Initially, TVCA can selectively target citizens with age of 45+ and above and having fairly good income. As per 2001 Census the percentage of populations above 45 in UK is around 39.74% say 40% of total. Out of this, persons with fairly good family level of income may consist of around 5%. This means that in the 3 counties largely being served by the TVCA, the targeted population may be around 5% of 2.09 millions i.e. approximately 41,800.
TVCA is required to develop a good database about its ...Show more
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Summary

Various organizations/ societies/ institutions are commonly divided into three sectors namely, public or governmental, for-profit or corporate, and non-profit or independent. This number is sometimes reduced to two such as, public and private. The public sector includes governmental organizations/ institutions, while the private includes both for-profit and nonprofit organizations…
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