Brand Community

The Southern Baptist Hospital is a not for profit organization that realized a need for marketing to address issues of falling market share. It embarked on an aggressive marketing campaign, mainly focused on corporate image, and the campaign was well received by the audience. It was however seen that though the campaign had been received well, they had failed to achieve their marketing objectives. This paper analyses key aspects of the SBH marketing campaign, and analysis on various aspects that would be key learning’s for future marketing activities.

• A statistical fact was provided to prove legacies donated more. Saying 78 percent legacies donated, and only 36 of non-legacies donated in 2 years of $100 or more

It might come as a surprise to learn that the government is subsidizing what Robert Reich has called a “plutocratic bias” in the charitable sector at a steep cost to the national treasury. This is in large part because the charitable tax deduction, which serves as the charitable sector’s primary financing mechanism, creates tax incentive structures for donors that are steeply regressive. In 2012, tax subsidies to the charitable sector cost the government more than $50 billion in lost tax revenue. Given the billions of dollars in government subsidies and donations, it seems only reasonable to ask if this sector actually supports “charity” by meeting the needs of the most disadvantaged in our society, which is what we have historically

There must definitely be a change that takes place within Americans, and encourages us to donate. But, until a change takes place within the American government there will be no turn in direction. As Singer points out “ Comfortably off Americans who give, say 10 percent of their income to overseas organizations are so far ahead of most… that I [won’t] chastise them.” (326) In contrast to Singer, 10 percent of any income is enough for a household to donate while being able to attain the luxury

It's been said that Americans are more generous today than ever before. My generation is the first to be raised with the Internet, and that has enabled us to give more. It's never been easier to donate, with any number

Today, we have a growing number of unfortunate individuals within our society that need our help, and with that increasing number our charities and nonprofit organizations need help. A nonprofit organization is an organization with the purpose of which is something other than making a profit. A charity is voluntarily giving such like money to the ones in need. With a wide variety of choices to pick from to help the unfortunate they also need help in choosing who to donate too. In an article "Where Does All the Money Go? An Investigation of Donation Filtration" by Saher Shaikh and Carolan McLarney, they will remind us that it 's never too early to teach one to do a good deed. On the other hand, authors Christopher Blattman, and Paul Niehaus write "Show them the Money: Why Giving Cash Helps Alleviate Poverty," in this article they ponder if giving livestock such like food is better for the needy than giving cash to help them get by. There are many families that wouldn’t mind receiving the food assistance, there are many who need the financial help. As these authors point out helping the needy can be a big task to take on with a big accomplishment to fill, and now there are many choices to donate too, but with the help of today’s society that accomplishment of helping the needy can be met.

“Non-profit brands are increasingly recognized as being among the strongest brands in the world” (Stride & Lee, 2007, Pg 109). According to the Stride and Lee (2007) study, as the environment of non- profit agency become saturated, helping to facilitate donor choice and trust building justifies the need for branding. A specific product for which is identified by a combination of names, designs, terms or symbols is referred to as a brand (Ferrell & Hartline, 2014). The Porter Leath brand consists of a symbol similar to an orange Lego. Porter Leath’s brand association is “ Better Children. Better Families”.

Financial statistics of the overall organizations will help to compare the statistics of the two specific locations this paper focuses on. According to the Forbes largest U.s Charities list, previously mentioned, The Salvation Army’s overall fundraising is 90% effective whereas Feeding America’s fundraising is reported to be 99% effective. (“The 50 Largest U.S. Charities”, n.d.) A lot of these statistics show that Feeding America has higher percentages in most areas compared to the Salvation Army. This is because, again looking at 2014, The Salvation Army received $344 million from the government because they are a religious organization. (“The 50 Largest U.S. Charities: Salvation Army, n.d.) This also explains why Feeding America has 99% donor dependency rate where the Salvation Army only has a 70% rate. (“The 50 Largest U.S. Charities”,

“A brand is the sensory, emotive, and cultural proprietary image surrounding a company or product, an enhancement of perceived value and satisfactions” (Phillipss, 1996). The most effective way to market the UDC brand is to communicate the message to our various served publics by creating a student run organization that focuses on making the public aware of the great benefits that UDC offers. The student run organization can begin by targeting different segments of demographics, such

For that reason, I volunteer at a non-profit organization on a consistent basis. My father taught me the importance of using wisdom when handling money, thus, my observation confirmed that the love of money can subject extraordinary men and women of value to corruption. It is because of him that I am knowledgeable of the practicalities to saving money as it is in giving that we are

According to the LA Times the New Tax Cut bill signed into law in December of 2017 has potential removed the incentive for individuals to donate. The Tax Cuts Act increases the standard deduction to $24,000 for a married couple. For millions it will no longer make sense to itemize and that means fewer charitable gifts: You can only deduct donations if you itemize. Another issue impacting the trends are that nonprofit tend to work to court donors working to court major- gift donors and look at smaller donors as an afterthought (Lindsay,2018) This is huge mistake and an enormously missed opportunity. Millennials are have surpassed Baby-Boomers as the largest group. (Linsay,2018) Millennials do not give all that much to charity at this time. In fact, Millennials account for approx. 11% of total U.S. charitable. That on average is $481 less than the $732 given by Generation X and the $1,212 given by Baby Boomers. Here’s the kicker… Millennials make up 25 %of the US Population and 84% OF Millennials give to charity compared to 72% of Baby Boomers and 59% of Generation X that give to charity. (Notte,2018) That is great potential to institutional giving as social responsibility national standard. According to the Case Foundation, research shows that millennials are more passionate about social change than wealth building (Trammell,2015). Nonprofits can potentially position themselves with the opportunity to increase Social Progress in the area of health, education, sustainability and much

Brand as defined by Richard Thomas is the concept involving a name, symbol, or other identifier used to identify a seller’s goods and/or services and differentiate them from similar goods and/or services offered by competitors (Thomas 265). With the continuous growing competition amongst healthcare in today’s society, many healthcare services have turned to branding, creating a brand for a company, service, or product, in strategic that aim at establishing themselves as the brand leader in healthcare. Located throughout the region of New Jersey and Eastern Pennsylvania there are several healthcare agencies fighting for this spot but there is one that stick out amongst the rest, Capital Health. With two main hospitals and several primary care clinics located throughout the region, Capital Health has established themselves as the leading healthcare agency by effortlessly exemplifying factors that in my opinion, classify them through brand leadership. But what dictates these factors? In the following paragraphs, I will work to provide my found knowledge on brand leadership, discussing the key criteria that have established Capital Health as a brand leader, while justifying my selection of the institution’s classification as the brand leader.

The purpose of this research is to communicate the importance of a strong brand for a non-profit organization (NPO) that specialize in community health. A strong brand is critical in building operational capacity, to galvanize support and maintain the NPO’s social mission to improve health outcomes for all within our community.

Charities often hand out shirts or pencils as a way to advertise, but the money for that notepad could have been given to the actual charity. Charities should be the connection between the donor and the less fortune; there shouldn’t be any hindrance in the middle. If charities continue to offer tangible rewards and people are only willing to give if they receive something, nothing will be accomplished. Is not the warmth and happiness knowing that you have helped someone enough of an incentive to give to charity? Organizations should not spend money on material incentives when there is a spiritual incentive available for

As the development of communication technology and global market, the concept of Brand Community was fist defined as ‘a specialized, non-geographically bound community, based on a structured set of social relationships among admirers of a brand’ by two social scientists, Albert M. Muniz, JR and Thomas C. O’Guinn (2001). This essay will firstly give a brief overview of brand community, and then point out three main characteristics and further discuss these features of brand community based on the article by Muniz and O’Guinn (2001) using the supporters of Manchester United Football Club as an example.