Marketing strategy for a charitable trust

Jyoti, Nitesh and Robertson, Jan (2018) Marketing strategy for a charitable trust. Applied Management Conference, Hamilton, New Zealand, 23-25 October, 2018.

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Abstract or Summary

This research topic is to examine a charitable trust. The motive of this research is to not only evaluate the current or conventional ways of doing marketing for a charitable trust but to find out the best possible marketing strategy to boost the audience in charitable events. This research utilised interviews, which gained valuable results and some eye opening facts. It was found that most of the trusts do not attempt social media marketing. On the contrary, most of them prefer to use print media including some expensive media resources which results in demotivating people from attending the charitable events. The best recommendation is to control costs by opting to use social media marketing instead of print media and television media. Not only that, they should give equal preference to the stakeholder as their opinion can build a good social image of the trust with positive word of mouth. To conclude, the organisation also needs people to join the trust and to promote the events. They should use established marketing ways to get more people to attend and to get more and more people to join hands for a good cause.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:marketing, charitable trust, communications
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6517
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Deposited On:13 Dec 2018 04:40
Last Modified:13 Dec 2018 04:40

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