Digital Marketing

 Introduction

The name of charity is nonprofit business firm which run their operation not for business purpose but for helping people who in need. A charity generally works for people who are poor, disable in any context and so on. Most charity share 50% or more of their profit to social activities, some other share a portion of their profit. Rolex watch is also a charity fund which shares almost 93% of their profit to orphan house. A recent research found that most of UK charity share 50% or less of their profit to charity work.  Most of the charities are operate by collecting donor. Donors help the organization to their social work. For this they follow marketing strategy like advertising, publicity and so on. Now a days they hugely follow digital marketing tools to attract and retain more donor. This assignment is design to show the basic challenges faced by charity and how can they attract more donor by using digital marketing tools.

Sector Review

A charity is refers to an organization that set up to provide help activities and generate money for those who in need. It can be also describes as they voluntary giving of help primarily in the form of money to the people who need it. Charity is one type of business who runs their business to help the people by their earning profit. Sometimes they spend all of the profit in helping activities and sometimes at a portion of their profit. For instance, Rolex watch spend their 93% profit to orphans. It is their charity work (Ammi, 2007).

A charity fund also runs by collecting funds from several donors. To collect donor charities should explain any sponsor or donor about how their organization and charity sector operate. Charities should operate both proactively and reactively to achieve this. Proactive operation is requires that a charity will provide certain information to a donor or potential donor to collect money. Reactive operation refers that charity will react in an internal and external events to a certain occasion (Busch, 2007).

To operate their activities a charity have to face a number of challenges and they are described below:

·         Responding to legislation charity have to maintain a lot of legal activities to show that they are acting according to the law and they do work correctly, but the biggest challenge facing in this sector is lobbying act. Another problem facing by the charity is that they face the problem of arranging a seminar. While they arrange a seminar legal authority try to find out that this seminar is not using a politician’s political agenda. This act can only be enforced seven months before any election (Espejo, 2010).

·         Staying relevant there have so many charity doing their operations and competition between them is also too strong. Almost all of them are doing excellent work in this field. To retain success in this sector it is crucially needs stay relevant, meaningful, and ahead of the game. This is explained by Rachel Howard, resourcing business partner at cancer resource UK.

·         Being ethical being ethical is a crucial success factor in any business condition. It is most important in charity also. A charity can hide their profit to spend more profit in help activities. So they should maintain ethic code to give up this fraud. They should pay the amount which they are committed to give (Krishna, 2013).

Strategic approach

In the strategic approach it will be discussed how a charity will able to collect and retain their donor using digital marketing strategies. It will be also discuss about how the challenges addressed before can be meet. Digital marketing tools that can be used in charity to attract more donor are social media tools, SEO tools, and content marketing tools and so on.

Social media tools

Social media can be used as an advertising and donor attracting tool for charity. They can regularly post on their charity works, their objectives, focus member on Facebook, twitter and other social media sites. It will make them being relevant in their activities (Mullin, 2010).

SEO tools

SEO means search engine optimization. A tool for optimizing charity funds website to attract more audience. Organization makes optimize their website to make their visitor to find out easily them. Charity can make their website optimization by met tags, content management, and market niche.

Email marketing tools

Email marketing is sending direct mail to donor to make them aware about the charity. It like an advertising tools to aware their customer and audience. Charity can send an email containing the message about their vision, mission, objective, and goals to attract the donor (Oliver, 2010).

Grab people’s attention

A charity may invite thousands of donors and it also have a lot of visitor on their website but they should bear in mind that all the people they invited and all the visitor visited in their website do not have equal money to donor on their organization. So they should build up different strategies for different people and try to grab their attention.

Go by mobile

Almost all of the people in the world are using mobile phone today. Charity should mobile based website or makes a mobile app to attract more donor. A mobile app will help the donor to go easily to the website and donate the charity with less complexity (Parente, 2006).

Make the charity branded

Make sure that the charity is branded to capture more donor. To establish a brand it needs to hard work, strategic thinking, time, and persistence.

Conclusion

This task is all about charity and their challenges and way how they attract and retain more donor. They are basic challenge is to maintain their operation according to law. For this they most of the time faces problem to collect donor because there have so many charities exist. To reduce this problem they should have establish a competitive advantage to collect more donor. Their website is full of information and these sites also have loaded graphics to attract donor. But they should make a simple website to attract more visitor and reduce over loaded information. They should come up with a mobile app because all internet user today use mobile phone and they use internet in mobile phone more than computer. Their target should be grab donor by attracting them using unique feature. Some people have no any clean water. Charity should focus this sector and make an ad as come to provide clean water.