Marketing strategy for a new fundraising agency
Autio, Janika (2016)
Tampereen ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016112417357
https://urn.fi/URN:NBN:fi:amk-2016112417357
Tiivistelmä
This bachelor’s thesis was commissioned by a new fundraising agency, referred to as the company X for confidential reasons. The purpose of the thesis was to create the best possible first marketing strategy for this small fundraising agency aiming to grow in the fund-raising industry in England.
Company X offers face-to-face fundraising campaigns for its charity clients in England. All the campaigns are executed with professional fundraisers, who do the field work of promoting the charity’s cause and recruiting new long term supporters for the charity. Company X operates as a middleman between the charities and the fundraisers.
Theoretical framework of the thesis consists of various marketing theories used for researching and analysing a service business, its resources, competition and customers. This theoretical framework formed the basis for the first marketing strategy for the company X.
Secondary and primary research were conducted for the data collection. Secondary research was used for the theoretical framework and to research the competition and external market of the company X. Primary research was conducted in form of interviews. The collected data was combined and analysed to create the marketing strategy in accordance with the theoretical framework.
The starting point for the marketing strategy was the mission of the company X. The mission is to offer ethical fundraising solutions for charities. Based on the research findings the most important quality of a fundraising agency for the clients is an honest and ethical approach to fundraising. The research showed that the company X has these qualities together with great relationships with clients and openness to adapt its operations according to clients’ wishes.
Based on the research findings and the chosen marketing strategy, the key recommendations for the company X are to build a brand image emphasizing transparency and ethical fundraisers, to put effort in building and maintaining informal, personal relationships with clients and to increase online presence on different websites for fundraising services.
Company X offers face-to-face fundraising campaigns for its charity clients in England. All the campaigns are executed with professional fundraisers, who do the field work of promoting the charity’s cause and recruiting new long term supporters for the charity. Company X operates as a middleman between the charities and the fundraisers.
Theoretical framework of the thesis consists of various marketing theories used for researching and analysing a service business, its resources, competition and customers. This theoretical framework formed the basis for the first marketing strategy for the company X.
Secondary and primary research were conducted for the data collection. Secondary research was used for the theoretical framework and to research the competition and external market of the company X. Primary research was conducted in form of interviews. The collected data was combined and analysed to create the marketing strategy in accordance with the theoretical framework.
The starting point for the marketing strategy was the mission of the company X. The mission is to offer ethical fundraising solutions for charities. Based on the research findings the most important quality of a fundraising agency for the clients is an honest and ethical approach to fundraising. The research showed that the company X has these qualities together with great relationships with clients and openness to adapt its operations according to clients’ wishes.
Based on the research findings and the chosen marketing strategy, the key recommendations for the company X are to build a brand image emphasizing transparency and ethical fundraisers, to put effort in building and maintaining informal, personal relationships with clients and to increase online presence on different websites for fundraising services.