To enhance their brand and create a stronger consumer base, organizations are continually trying to incorporate the benefits of utilizing new media in their marketing campaigns.
Charitable organizations are being left behind in the profit sector's aggressive marketing efforts. To succeed in reaching consumers and supporters, they must embrace new media. This term refers to various developments such as WAP, interactive television, kiosks, and Bluetooth technologies, despite new media being commonly associated with just internet usage (www.cim.co.uk).
Oxfam, a non-profit organization, is incorporating new media into their marketing tactics to reach the 18-21 year old demographic, which has gained significance due to the aging of current volunteers, campaigners, and donors. This report will assess the efficiency of Oxfam's employment of new media in targeting the youth market while also briefly examining how Comic Relief and Ch
...ristian Aid are utilizing new media compared to Oxfam's marketing approaches.
In 1942, the Oxford Committee for Famine Relief (OXFAM) was founded as a result of the difficulties caused by the Nazi regime's occupation of Greece. The organization aimed to provide aid to those most in need. (Source: http://www.oxfam.co.uk/about_us/history/index.htm)
In Harris' 2003 Lecture 11, it was noted that Oxfam's objective is to combat global poverty and suffering by means of development initiatives, relief efforts, fundraising, and campaigns. Operating in more than 80 countries with a workforce of 3,500 staff members based throughout the UK and receiving support from over 750,000 donors as well as having 23,000 volunteers working in its 830 UK charity shops (Palmer, 2004). This report will evaluate how Oxfam realizes one of its objectives by motivating young people to join its fight against poverty via volunteering activities, campaigning effort
and fundraising. Comic Relief was established in Safawa, Sudan following the Ethiopian famine in1985; it utilizes humor and laughter to convey serious messages.The charity's goal is to eradicate poverty and social inequality worldwide, including in the UK. Their approach involves raising public awareness about the root causes of poverty, such as unjust trade conditions and insufficient debt relief. Comic Relief has provided crucial aid to African communities by promoting literacy among women, informing people about HIV/AIDS, immunizing children, and aiding reconstruction efforts after conflicts. In the UK, they have supported marginalized groups like women, disabled individuals, and elderly people in fighting discrimination, prejudice, and domestic violence (www).
Comic Relief engages the public in creative and enjoyable initiatives and events, such as Red Nose Days, to raise funds. The organization has accumulated over ?220 million from its Red Nose Days since 1985.
Founded in 1945, Christian Aid was created to offer assistance to refugees and churches in Europe during the aftermath of World War II. The organization places a strong emphasis on long-term development initiatives aimed at providing aid to communities of all races and faiths living in highly impoverished regions around the world. Today, Christian Aid operates within over 60 of the most destitute countries globally, working alongside individuals to enable them to develop their own sustainable solutions for overcoming various challenges (www.christianaid.co.com).
Christian Aid endeavors to establish a poverty-free world by challenging systems that disadvantage the impoverished and marginalized. The internet has facilitated this goal by offering an inexpensive and universal medium for charities to disseminate information, communicate, and receive donations around the clock. With more than 40 million web users, comprising both individuals and corporations, in
virtually every country worldwide, charities have the power to make a global impact from anywhere.
The Internet has provided leading charities like Oxfam, Comic Relief, and Christian Aid with opportunities they have leveraged. One such benefit is the capability to collect donations online. A report by The Guardian Newspaper revealed that online donations have surpassed those made via telephone.
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