Marketing Charities in China

Marketing Charities in China1 Introduction 1.1 BackgroundThe purpose of this report is to discuss the necessity of charity organizations’ marketing campaigns, to research the application of marketing theories in charity fund-raising and to point out some marketing strategies for charity fund-raising. Charitable organization is defined as a type of non-profit organization. It differs from other kinds of non-profit organizations because it centers on philanthropic goals, such as charitable, religious, educational or other activities serving common good or the public interest (Wikipedia). With the development of society and economy, China’s charitable enterprises are developing rapidly and various charitable organizations are becoming increasingly more. However, in the drastic market competition, Chinese charitable organizations are confronted with some new and serious challenges, for example, the difficulty of raising fund (www.cctv.com). Therefore, Chinese charitable organizations should broaden new theory and field for marketing campaigns. 1.2 ObjectivesThis report has three objectives. The first one is to discuss the necessity of charitable organization’s marketing campaigns. The second objective of this report is to research applications of marketing theories in charitable organizations’ fund-raising, including the SWOT analysis of marketing theories in charity fund-raising and selection of the market for fund-raising. The third objective of this report is to work out some marketing strategies for charity fund-raising, which include co-marketing strategy and cause-related marketing strategy. 1.3 ScopesThis report focuses on analyzing the necessity and significance of charitable organizations’ marketing campaigns. It also cover...