National Society for the Prevention of Cruelty to Children (NSPCC) is a charity organization that works in the protection of children in England, Wales and Northern Ireland. NSPCC orient its work to social, cultural, educational, research tasks, involving different forms of public and government support. NSPCC is lobbying the government on issues relating to child protection, and creates a campaign for the general public with the intention of raising awareness of child protection issues. Various objectives of the NSPCC in various directions require the allocation of their marketing strategy. NSPCC orient their work not only on the final recipients of charitable aid, but also to those who provide the funding for it, and sometimes on the direct executors of charitable projects. For example, NSPCC on the basis of voluntary property contributions for non-commercial purposes, often acts as a sort intermediary between the funder and beneficiaries. The main activities of the fund is to attract funds and their further distribution on a competitive basis to charity.
Basic principles in the NSPCC based on several general principles (protection against violence, the right to life, survival and development to the maximum extent possible, non-discrimination, gender equality, child participation, commitment on the part of the state, the obligation on the part of other stakeholders and their participation, the best interests of the child). Also, the basic principles include: a multi-faceted nature of violence, integrated approach, inter-agency cooperation and the approach involving many stakeholders. These policies have been dominated in all sections of the document, including sections on a comprehensive action plan at the national, regional and local levels, education and awareness, legal, political and institutional framework, as well as research and data collection.
NSPCC is aimed at the formation of indifferent attitude to the problem of child abuse and in general to the problems of children in difficult situations, at risk, intended to broadcast a wider audience the idea that society as a whole and each individual is responsible for the rights and legitimate interests of children.
Publications and speeches in the media, social events, public events need to adjust the presentation of the role of adults in the family system of social relations, the role of parents in the life of a child, to form a clear moral imperative that implies understanding of the inadmissibility of child abuse. This is the basic idea of NSPCC information campaigns.
The main objectives of the marketing strategy in NSPCC:
1. Formation of the target audience of attitudes about the inadmissibility of child abuse, domestic violence, promotion of active life position in matters of care for children in difficult life situations, support for family values and responsible parenthood.
2. Inform of potential consumers of social services provided under the program in the NSPCC, promotion of innovative technologies of social work.
3. Report on progress and prospects of work in the framework of the NSPCC.
Target group implies people receiving direct or indirect services on the activity and the NSPCC are willing to pay for these services in one form or another: money, promotion, public and political support, partnership, mutual services. The versatility of the target groups must be considered when planning the charity (Morgan, Hunt). Communication with beneficiaries, executors, stakeholders and the media need to justify the creation of the NSPCC's mission and its reputation. Relations with the trustees, sponsors, foundations, state and local authorities aimed at obtaining money, material, and organizational support are allocated in a separate area of marketing. The target audience:
1. The adult population in England, Wales, Northern Ireland and the Channel Islands, with no restrictions on age and social status.
2. Children and teenagers who are in difficult situations, or there are signs of trouble in regard to your friends, acquaintances, classmates and neighbors.
3. Professionals working with children (kindergarten teachers, teachers, school psychologists, doctors) who are able to continuously monitor the child and with proper informing to catch signs of family problems.
4. Potential consumers of social services provided in the framework of the NSPCC.
As its primary objective, the strategy should contribute to a qualitative change in the perception of the population of children and childhood in general, and violence against children. This goal can only be achieved when all sectors of society will have sufficient knowledge about the rights of the child and of the harmful impact of violence on children. In other words, it will be possible only when a genuine culture of respect for children's rights will penetrate into all structures of society (Gummesson). It should be noted that different marketing at NSPCC is closely linked. Media attention and strong reputation allows to attract private, corporate and public support. All this allows to define marketing as a charitable foundation set of interrelated measures aimed at establishing a reputation and getting external support (Sivadas).
Initially, the activity was inhibited NSPCC, as under English law the child is not able to give evidence in court against their parents could not testify against other violence against a child. Information about the work in the program (Articles, TV and radio piece, PSAs) should cause an emotional response from the target audience. In the formation of an emotional response to avoid negative images, the emphasis on the possibility of making out of the situation.
The increased competition for funding sources forced NSPCC to change the strategy of its activities. NSPCC acquired greater urgency tasks to promote their projects, the formation of reputation, attracting funding sources. Proper organization of the advertising campaign for the NSPCC is the key to success for their reputation, as well as to attract new partners, and the implementation of social projects (Berry). Competitors of NSPCC can be divided into two groups. The first group includes charities focused on the same target audience and implement similar programs and projects. The second group of competitors are united not only charities, but also other, sometimes completely different non-profit organizations competing for sources of funding, for example, in a particular region. Due to the fact that one of the areas of marketing of charities is to attract independent support, a special place in the external microenvironment take benefactors, trustees, sponsors and volunteers. Benefactors are natural and legal persons who provide voluntary selfless support (transfer of property, including money, works, services) for the benefit of the organization. The important role played by volunteers among the benefactors. Volunteers are citizens carrying out charitable activities in the form of unpaid labor for the benefit of non-profit organization. In other words, the volunteers offer their services not for financial reward, and to meet the social, charitable and spiritual interests. Trustees are individuals who provide regular organizational and financial support on a voluntary, gratuitous, and non-profit long-term basis in order to (in most cases constitute the board of trustees). Sponsors, in contrast to the benefactors that provide support on a grant basis, guided solely by commercial interests. Sponsors offer various forms of support under the terms of distribution of advertising, organization of commercial exhibitions, press conferences, the realization of their products, the use of premises and other sponsored.
The internal environment of marketing includes those individuals and forces that carry out marketing within the organization. The NSPCC developing and implementing marketing programs separately for recipients of charitable aid, and separately for sponsors, trustees, and so on. Thus, in the NSPCC has been marketing a specially created department and the board of trustees, which is a mandatory body within the management of the fund. The functions of the board of trustees includes fundraising, control expenditures, development and promotion fund programs in the community. Management of the Public Relations focuses on social goals. However, no clear boundaries between these elements can not spend as advertising itself, direct marketing and affect social issues, and the expansion of public relations leads to improved economic performance. Traditional advertising for the NSPCC plays a smaller role than in the commercial sector. This is due primarily to the high cost of buying a place and time in the media that can not afford to charity.
As an alternative to traditional advertising NSPCC is actively using social advertising or promotion, an integral part of the element of "public relations", whose mission is to promote and disseminate important information about the product. Propaganda, unlike traditional advertising, based on the use of editorial and non-commercial space and time, so it costs much lower. At the same time, society has greater confidence in propaganda than advertising, because of more information on the activities of the organization. Two other elements of the complex promotion of products are direct marketing and sales promotion are important tools in fundraising of NSPCC. They solve the problem of attracting resources to the organization. Direct marketing charity field takes the form of personal sales, telemarketing (marketing by telephone and fax), direct mail, and more. Methods of propagation is also extremely varied. These include the publication of information articles in the popular press (newspapers, magazines), distribution of important information through radio and television programs, participation in exhibitions. Systematic measures allows this practice to allocate an independent tool of communication policy. However, event-propagation method has its drawbacks. In contrast to the propaganda in the media, organization of special events is associated with high costs. This makes the method expensive event tool, inaccessible to the fund. Thus, the complex promotion in NSPCC has some specific features that allows you to implement the statutory objectives of the activity. Marketing in NSPCC is defined as a set of measures aimed at the effective solution of socially significant problems and obtaining external support.
Directions of marketing in NSPCC experiencing strong influence of macro and micro environment, which is reflected in different organizational forms of functioning of charities. In addition to the areas of marketing and analyze the impact of the environment, special attention is paid to the fund of the marketing mix. Components of the campaign:
Advertising budget - the size and structure of the financial resources intended to campaign for the fund.
Concept - an overview of the campaign, including: advertising idea, reasoning, rationale for the choice of means of dissemination of advertising, the type and the logic of the campaign, taking into account the social objectives of the fund.
Promotions - the action in support of the Fund and a variety of activities involving the participation of artists and representatives of the legislature, also ordinary people. Social advertisement. Various distribution channels.
It is necessary to hold seminars to effectively promote NSPCC: on this basis NSPCC involved in learning and applying marketing technologies in the field of fund-raising process of raising funds and other resources of the organization (mainly non-profit) to implement as a particular social project and a series of projects, united by one common the idea or the "motion vector." Funds can come from individuals, commercial organizations, foundations, government agencies. Marketing in NSPCC is not limited to the definition of the target group of its strategy and analysis environment, no less important is the very marketing mix:
Product. The term "product" is the main characteristic of any type of activity. For example it can be product services, works, projects and programs aimed at the implementation of the statutory objectives of the organization.
Price. Due to the fact that the NSPCC provides most services free of charge, this element of the marketing mix does not really matter.
Product promotion. NSPCC pay much attention to the promotion of its programs and projects, as it contributes to raising awareness and support for their activities. In the area of charity are used all four elements of the complex product promotion (sales promotion, direct marketing, public relations and advertising). If the company pursues with the help of dedicated mechanisms primarily commercial purposes, namely the increase in the number of sales, net profit, new markets, the introduction of a new product, the charitable foundation, attracting additional beneficiaries, benefactors, sponsors through advertising, direct marketing, promotion marketing and public relations, at the same time solve social and economic problems. Social objectives are in addressing the socio-critical issues such as: raise of funds for the maintenance and development of the statutory activities. Advertising, direct marketing and sales promotion in the charitable sphere solve economic problems.
In general, the components of the campaign to promote NSPCC include:
- Programs, events, exhibitions, charity events, pickets, marathons
- PSAs, posters, slogans, spread in various fields
- Known partners and celebrities
- Site with constantly updated information.
The Internet has a great advantage, and stands out among the other media channels - so, go to the site people can find the latest and most updated information about the children who have made or will make the operation of the funds collected can talk on various topics in the forums, or ask questions. At the same time created various Internet issues and created a special forum. For example, clicking on a link which there is a chance, albeit small, that the potential target audience will read information about the fund and even donate money. NSPCC employs experts effectively, create events, and various means of communication, working with partners who later become permanent. NSPCC provides them with information support. Many people regularly give to the fund not only funds but also funds humanitarian aid.
The fund is characterized in that it is in its original including evaluation of the effectiveness is the highest, it speaks about the grants, awards, on its own employees, who create advertising and PR-texts to groups of people, thereby "unwinding" fund to help needy. As the main features stand out minor role of pricing policy fund and the active use of propaganda as a tool for promotion. In general, marketing is diverse NSPCC applied tools that give opportunities to these organizations in addressing economic and social objectives of the activity.
The strategy should be based on inter-agency cooperation and coordination with the participation of institutions in the field of health and education, social service agencies, are responsible for planning and budgetary appropriations, law enforcement agencies and the justice system. At the national level NSPCC has the primary responsibility for the protection of children from violence, should assume the key coordinating and monitoring functions (if possible and in accordance with national law). The ability of such institutions to involve representatives from various sectors in the framework of large-scale action is crucial for the successful implementation of the strategy in the long term. Particular importance is the action carried out at the local level to prevent violence, because of their proximity to children and families who are the ultimate beneficiaries. It is at this level stakeholders receive aid according to their needs and characteristics. NSPCC should provide full support to the measures impact on the prevention of violence against children undertaken at the local level with the participation of all sectors and stakeholders. Such measures may be carried out through open platforms, councils or network organizations that combine, for example, municipal authorities, social and health services, schools, local judiciary, police, migrants' associations or community-based organizations, religious organizations, children and families.
NSPCC should unite efforts of the government, businesses, government and non-governmental organizations to reduce child abandonment, child mortality and child neglect, to influence the formation of state policy in the field of prevention of child abandonment and family placement of children deprived of parental care; to promote the de-monopolization of the social services sector, is actively developing the market for services and implementing professional standards in the field of prevention of child abandonment and family placement; to create a tolerant and socially responsible attitude of civil society to orphans crisis families, families with adopted children.
This paper examines the activities of the children's charity, an assessment of the effectiveness of its advertising campaign. NSPCC are different socially oriented programs or engaged in the distribution of grants. The fund is determined in its statutes. Funds may seek funding for their activities in several ways:
- Receiving donations from organizations and individuals;
- Receive grants and targeted funding from other charities;
- Invest their own funds in securities, kept in a deposit, etc .;
NSPCC focuses its work on the solution of social, cultural, educational, scientific and research tasks, involving different forms of public and government support. Various activities require allocation target different areas of marketing strategy. NSPCC focuses its work not only on the final recipients of charitable aid, but also to those who provide the funding for it, and sometimes on the direct executors of charitable projects. Violence against children is multidimensional. This approach assumes that to commit violence, repeated violence or the cessation of violence requires that had involved a number of factors. This approach also requires a holistic interpretation of the circumstances of the violence on the basis of their interdependence, rather than considering a single case of cause-and-effect relationship. Implementation of measures to prevent violence requires the implementation of inter-agency cooperation and coordination. In particular, this includes the coordination of actions at the level of central government institutions at the level of provinces and regions, and between government and civil society.
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