Given the explosion in the number of non profit organizations over the past years and the fact that there are no signs of a slowing of growth in this area (Sargeant, 1999a: 8) the competition is getting fierce. Due to the intangibility and immateriality of most non profit services, marketing communication plays a central role to gain differentiation and thus, competitive advantage. Communication is used to draw attention to causes, to raise funds in order distribute it to those in need or to promote activities (Kotler, 2005a: 27). To carry it to an extreme, in some cases, such as raising funds for disasters, the effectiveness of marketing communication can even decide upon life or death.
In the following research the marketing communications of the non profit organizations World Vision and Terre des Hommes will be compared, whereas key differences or similarities will be highlighted. Furthermore the paper aims to evaluate their respective approaches with respect to the theoretical ideal in marketing science. In order to attain these goals, a series of steps are required in advance. First, a brief outline on the organizations will be given. This step is followed by an overview over the organizations respective target audience, communication objectives and tools, whereas key differences or similarities will be highlighted. Based on those findings, the overall marketing communications will be appraised according to which extent their efforts are matching with preset objectives as well as with the theoretical ideal in professional marketing science. In the final section conclusions will be drawn and future recommendations will be provided. The research will be based on diverse marketing literature related to the topic. Additionally, data obtained from the international websites of the organizations and interviews will be considered in our study.
Table of Contents
1 Introduction
2 Organizational profiles
2.1 World Vision
2.2 Terre des Homes
3 Marketing communications of Terre des Hommes and World Vision
3.1 Target audience
3.2 Marketing communication objectives
3.3 Marketing communication instruments
3.3.1 Advertising
3.3.2 Direct Communications
3.3.3 Public relations
3.3.3.1 Donor relations
3.3.3.2 Press relations
3.3.3.3 Grass roots relations
3.3.3.4 Lobbying
4 Evaluation of the marketing communication
4.1 Informing about the organization and activities
4.2 Enhancing the corporate image and identity
4.3 Building strong relationships with target groups
4.4 Elicit certain behaviours or lead to actions
5 Conclusion
6 Appendix
Research Objectives and Key Topics
This paper aims to compare the marketing communication strategies of the non-profit organizations World Vision and Terre des Hommes, evaluating their effectiveness in relation to theoretical marketing standards and their ability to achieve organizational goals.
- Comparative analysis of communication instruments (advertising, direct marketing, PR).
- Evaluation of strategies for donor engagement and corporate image building.
- Assessment of methods to elicit conative responses from target audiences.
- Identification of best practices and weaknesses in non-profit communication.
Excerpt from the Book
3.1 Target audience
Due to the fact that both organizations operate more or less in the same field, their target audience are quite similar, although there are some minor differences. For instance World Vision, as a Christian rooted organization, puts a great emphasis on Christian institutions such as churches. Political institutions or decision makers are targeted likewise. On the grass roots level they focus on local individuals or communities. Finally, existing as well as potential donors represent the major target groups, equally. It is reasonable that both organizations target potential donors according to a number of studies which exposed that charity donors are individuals with high income, slightly more female and that the age group between 35-44 years give the highest amount (Sargeant, 1999b: 131), whereas the propensity to donate increases with age and education (Haibach, 1998: 98).
Summary of Chapters
1 Introduction: This chapter highlights the rising competition among non-profit organizations and sets the stage for comparing World Vision and Terre des Hommes.
2 Organizational profiles: Provides an overview of the history, scope, and mission of both World Vision and Terre des Hommes.
3 Marketing communications of Terre des Hommes and World Vision: Details the specific communication instruments used by both entities, including advertising, direct communications, PR, and lobbying.
4 Evaluation of the marketing communication: Assesses the effectiveness of the organizations' strategies in informing stakeholders, building image, fostering relationships, and driving action.
5 Conclusion: Summarizes findings, concluding that World Vision exhibits a more professional approach while identifying specific areas for improvement for Terre des Hommes.
6 Appendix: Contains the bibliography and references used throughout the study.
Keywords
Non-profit marketing, World Vision, Terre des Hommes, Marketing communication, Donor relations, Fundraising, Advertising, Public relations, Corporate identity, Stakeholders, Lobbying, Grass roots marketing, Competitive advantage, Communication instruments, NGO strategy.
Frequently Asked Questions
What is the core focus of this research paper?
The paper focuses on comparing the marketing communication strategies of two prominent non-profit organizations, World Vision and Terre des Hommes, to determine their professional effectiveness.
Which non-profit organizations are compared in this study?
The study specifically compares World Vision, a Christian relief organization, and the International Federation of Terre des Hommes, an independent network focusing on child rights.
What is the primary objective of the marketing activities analyzed?
The primary objective is to raise funds to support the organizations' humanitarian operations, while also maintaining donor relations and influencing policy.
What research methodology is applied?
The author uses a comparative analysis based on marketing literature, official websites, and interviews with press referees from both organizations.
What does the main body of the paper cover?
The main body examines target audiences, communication goals, specific instruments like advertising and PR, and evaluates these against established marketing theory.
Which keywords best characterize this work?
Key terms include non-profit marketing, donor relations, fundraising, communication strategy, and organizational identity.
How does World Vision differ from Terre des Hommes in their use of media?
World Vision utilizes a broad mix of mass media, including TV and radio, whereas Terre des Hommes relies more heavily on local grass roots involvement and has a more limited mass media presence.
What critique does the author provide regarding World Vision’s image management?
While professional, the author notes that World Vision faces risks from aggressive tactics, such as criticism regarding their product placement in German media.
What specific advice is given to Terre des Hommes in the conclusion?
The author suggests that Terre des Hommes should unify its branding, improve its website professionalism, and adopt more donor-centric communication tools to remain competitive.
How is the "conative" effectiveness of the organizations evaluated?
Effectiveness is measured by how clearly an organization communicates how donors can take action, with World Vision praised for offering easy, packaged solutions like sponsorship parties.
- Quote paper
- Jens Walther (Author), 2006, Marketing communications of non-profit organizations, Munich, GRIN Verlag, https://www.grin.com/document/90153
