Application to the same organization as defined.In simple terms, a strategy is a plan for reaching a specific goal, while a tactic is the means you use to reach the goal. In business, a strategy is a broad goal, such as increasing sales or market share or creating a particular image for your business. We will cover tactics and best practices in the marketing planning process in this class.Assignment: Based on all the information you have to date, what is your recommendation to develop and refine your social brand?
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Strategies for Improving Non-Profit Organizations
Most individuals who run and operate non-profit organizations experience
many economic pressures just as those who run profit organizations (Butler and Wilson,
2015). Mr. James is a founder and manager of a homeless shelter-a charitable
organization that helps the orphans and needy children. The organization has not been
running smoothly due to failure to put in place some strategies and approaches that take
it to the next level. One of the main issues that made it lag behind in terms of
performance is allowing the organization to be led by those specializing in business
instead of social work. This is reflected in the style and mentality of its administration.
Additionally, the organization has not been fully utilizing the social media to market
and look for donors despite the fact that social media is the most convenient platform
to reach out to donors. With few donors, there has been an inadequacy of funds to cater
for the increasing number of orphans and needy children.
With all these issues and challenges, the organization needs some improvements
in quality and performance and the way they reach out to donors. Just like other profitmaking business, non-profit organization needs to improve on brands too for them to
be successful. Branding affects the organization’s reputation, public image as well as
fundraising efforts. The way an organization is perceived is influenced by the
management of its brand. creating a good brand through social media platforms will
attract more donors which imply more funds will flow to the organization (Levy, 2014).
To be successful and have a good reputation and image in the eyes of donors,
community, and in social media, the organization needs to employ the following
developed strategies and tactics.
1. Differentiate Yourself
Why should someone donate to your organization instead of others? This is the
question that shows the uniqueness of the organization. There are so many nonprofits
that handle social problems, which also mean that donors and foundations have many
options in which they choose to support. For this reason, it is essential to show how the
organization is different from others.
It is challenging for Mr. James charitable organization to distinguish itself from
other comparable organizations since it is not the only nonprofit operating on such a
specific cause (Butler and Wilson, 2015). Some of the approaches that can set its work
apart are to focus the uniqueness in:
• The place of work- is it the only charitable organization working in a specific
• The techniques- are the methods to the problem solving unique from other
• The organization’s goals- are there specific goals that others are not striving for?
2. Personalizing the Organization
Personalization is one of the core brand strategies for many organizations. The peerto-peer approach of raising funds is the clearest instance of the growth of
personalization. The organization’s supporters can create their own page on social
media, upload their own photos, narrate their stories, and make a plea to their own
family and friends for support (Gálvez-Rodríguez, 2016). Adopting this strategy by
allowing individuals to make campaigns can help the organization raise more funds and
yield great fundraising outcomes.
The organization can as well personalize its experience by providing donors with
options of projects or programs to donate to. For instance, donors can choose to fund
the building of a health facility in the organization, fund the meals, school fees among
others. The organization should also think about the ways of bringing personalization
to the society, through peer-to-peer in social media, different campaigns for personal
projects among others.
3. Be Relatable
The ability to relate to other people in social media, society, or in person is
important in forming relationships and it is also essential that the supporters can connect
to one another which can be of help to the organization.
In case people want to help, they may go to the organization’s website on ‘How to
help’ page. If they just find photos and particulars of major donors and famous people,
they may think that the organization does not need their help since they do not have a
large amount of money or power. However, if the ‘How to Help’ page includes small
donors, fundraisers, and volunteers, it reflects that anyone is open to help. Though it is
important to recognize major donors, it is also essential to show how any individual can
help advance and accomplish the mission (Gálvez-Rodríguez et al., 2016). It is great to
utilize blogs, websites, and social media platforms to feature those people supporting
The ability to relate also comes into the picture through mentioning and talking
about the people the programs help. A potential donor may not think he or she was once
like a child staying in the homeless shelter until he or she is informed that the child lost
his whole family through a road accident tragedy. Informing people on details like these
help donors relate to the beneficiaries.
4. Appeal to the Emotional
Using the emotions that move the supporters can be the best way to break their
stagnation and lack of interest. This matches with the idea of making people in need
relatable. When individuals can relate and associate with casualties of natural disaster,
they are able to understand their sadness and dilemma (Butler and Wilson, 2015).
Sympathy is an important driving force of donations.
The organization should also give the positive emotions which are as a result of
helping those in need. This can be done by including donors’ testimonials on social
media or blog posts that features supporters and volunteers (Gálvez-Rodríguez et al.,
2016). The audience should be shown that helping those in need is emotionally
rewarding for donors as well.
5. Be a Thought Leader
Lastly, managers are supposed to position their organization as a forward-thinking and
innovative charitable organization (Levy, 2014). While there are those who choose to
stick to old or traditional donations, adjusting to new technologies and techniques can
make people become interested in the cause.
The organization’s public image and reputation are very essential and failure to
improve on how people perceive it can be hinder the smooth running of charitable
organizations. Its fundraising depends on royal donors support. The connections and
concepts people have about the organization can affect its engagement, credibility, and
fundraising. Adopting these strategies can greatly influence the way the organization is
perceived by the public at large. With the good public image in the social media and
society, the organization is at a great advantage to reach out to all kinds of donors
ranging from small to big donors, volunteers, and supporters.
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