Smith Family is a “children's charity helping disadvantaged Australian children to get the most out of their education, so they can create better futures for themselves.” Providing opportunities for education is the key goal of the Smith Family.
Marketing of fund raising activities
Previous and current marketing
The marketing of fund raising activities have not greatly changed. The goal of marketing is to promote the awareness of the issues that the disadvantaged children of Australia face. The biggest issue is conceived to be educational disadvantage where a child does not have financial and other means to enter education schools and colleges. It has recently expanded its area of service by helping parents who have direct influence to disadvantaged children.
By promoting the awareness of the issues, they are implicitly marketing the fund raising activities by making people feel to be supporting and helping.
The most prominent element of their marketing is that they ensure that sponsors connect with children who they donate to. They produce children’s profile of how they are learning and how they have changed to the sponsors. By creating direct links and by marketing and emphasizing this element, people are drawn into this organisation to help the children because of the close attachment they would get with the disadvantaged children. Sympathy is very effectively achieved through this marketing.
Target market for the fund raising activities
The target market ranges from children to elderly, but mostly focused on those who can sponsor the disadvantaged. The 2011-12 report shows that 106,061 participants have been reached.
Out of the 106,061 participants,
• 30621 are children under 5 and parents,
• 42665 are students, parents/carers participants; and
• 32758 are participants in government-funded programs.
They are all sponsors and supporters of the organisation. The number is growing rapidly. The market is in all...