MarketingCharitiesinChina1Introduction1.1BackgroundThepurposeofthisreportistodiscussthenecessityofcharityorganizations’marketingcampaigns,toresearchtheapplicationofmarketingtheoriesincharityfund-raisingandtopointoutsomemarketingstrategiesforcharityfund-raising.Charitableorganizationisdefinedasatypeofnon-profitorganization.Itdiffersfromotherkindsofnon-profitorganizationsbecauseitcentersonphilanthropicgoals,suchascharitable,religious,educationalorotheractivitiesservingcommongoodorthepublicinterest(Wikipedia).Withthedevelopmentofsocietyandeconomy,China’scharitableenterprisesaredevelopingrapidlyandvariouscharitableorganizationsarebecomingincreasinglymore.However,inthedrasticmarketcompetition,Chinesecharitableorganizationsareconfrontedwithsomenewandseriouschallenges,forexample,thedifficultyofraisingfund().Therefore,Chinesecharitableorganizationsshouldbroadennewtheoryandfieldformarketingcampaigns.1.2ObjectivesThisreporthasthreeobjectives.Thefirstoneistodiscussthenecessityofcharitableorganization’smarketingcampaigns.Thesecondobjectiveofthisreportistoresearchapplicationsofmarketingtheoriesincharitableorganizations’fund-raising,includingtheSWOTanalysisofmarketingtheoriesincharityfund-raisingandselectionofthemarketforfund-raising.Thethirdobjectiveofthisreportistoworkoutsomemarketingstrategiesforcharityfund-raising,whichincludeco-marketingstrategyandcause-relatedmarketingstrategy.1.3ScopesThisreportfocusesonanalyzingthenecessityandsignificanceofcharitableorganizations’marketingcampaigns.Italsocoverssomeconcreteapplicationsofmarketingtheoriesincharitableorganizations’marketingcampaigns.Inaddition,thereportalsoincludessomesuggestionsforcharitableorganizationstocarryoutmarketingcampaignsandtheyareco-marketingstrategyandcause-relatedstrategy.However,thisreportdoesnotincludesystemicintroductionofmarketingtheoriesandknowledge.ThereportjustfocusesonChinesecharitableorganizationsandtheirmarketingcampaigns,butdosesnotconsiderthesituationofforeigncharitableorganizations.Moreover,thestatusquoandmarketingcampaignsofothertypesnon-profitorganizationswillnotbediscussedinthisreport.2ProceduresAccordingtomyscheduleofdoingthisreport,thefirststepistocollectrelevantinformationandresearchthemascarefullyaspossible.AChineseoldsayinggoes:itisthefirststepthatcoststroublesome.Themostdifficultpartthroughthereportistocollectandsortsomuchinformationandmaterial,becauseIhavetochecktheirreliabilityandextractusefulopinionsandstatisticsfromthem.Allofthisinformationandmaterialthatwerereferencedinthisreportiscollectedfromfourprimaryresources:severalsecondaryresources,officialwebsite,newspaperarticlesandeditorialsaswellasvideoclips.Theseresourceshaveplayedanessentialroleinmyreport,becauseIextractedalotsignificantandreliablestatisticsfromthemandconsultedmanyprofessionalopinionsaboutcharityandmarketingfromthem.Inordertomakesurethereliabilityandeffectivenessofmyinformation,alloftheseresourcesreferencedwerepublishedinthelatestdecade,suchasSmith,Bucklin’sTheCompleteGuidetoNon-profitManagement,RobertFSharpe,Jr’sSuccessfulFundraisinginChallengingTimes’StrategicBehaviorinPublicGoodGames:WhenPartnerDriftApart,WuGuanzhi’sMarketingforNonprofitOrganizationsandWilliamT.Harbaugh’sThePrestigeMotiveforMarkingCharitableTransfersandsoon.Aftercollectingandsortinginformationandstatistics,thenextstepinmyscheduleistowritearepor...
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