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The Practice of Marketing Theory in the Charity Found-Raising

Author: XiongZhiLiang
Tutor: YinJiDong
School: Nanchang University
Course: Business Administration
Keywords: charity organization fundraising activities marketing theory
CLC: D632.9
Type: Master's thesis
Year: 2011
Downloads: 101
Quote: 0
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Abstract


Since reform and opening, the public welfare is being to enter a rapid development stage in China. As the rapid development of various charitable organizations, the number of organizations is growing and the size of the organizations is expanding now. However, with progress and economic development of society, Charitable Organizations are facing many problems in an increasingly competitive market environment. Lacking of funds and income is the biggest problem faced by charitable organizations. Currently, the lack of fund-raising ability and low efficiency has been seriously affected the survival of charitable organizations, and has been hindered development and growth of philanthropy. Therefore, it is the current challenges that how to open up a charity fundraising charity fundraising market, how to gain more market share, how to raise more charitable funds in which as various charitable organizations have to be faced in the highly competitive market.The Charity Fundraising market as the object of study, firstly, it is analysis of the current activities of charitable organizations, and discusses developing marketing theory to guide the need for charity fundraising market for the difficulties that exist in the activities. Secondly, the study has introduced the marketing theory which related to charitable fundraising activities, used the SWOT to analysis the internal and external environment of charity fundraising market, and the market segmenting, selecting, positioning, made several marketing strategy for charity fundraising events. Finally, the thesis combine with the case studies, as the example to the Jiang xi Province Charity, to analyze the problems of the Jiang xi charitable fundraising activities, and to summed part of the market results and successful experience of the Way to the market of expanding. It is hopped to provide a theoretical exploration for the social resources of Charity development and the establishment of a new mechanism, and for the source of reference in the fundraising carried by the charity organization.

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