Climate change the general trend is conversion rates

Climate change .

The general trend is conversion rates for face to face
fundraising and telecommunicating will decline, and
these two are the main income sources for BHA.
Private land owner may not willing to corporate
Marketing Objectives
According to the annual report, Bush Heritage Australia was now looking for a diversified
income sources and attract new donors to increase their current giving , thus marketing
objective 1 and the relevant strategies ,tactics for the objective 1 were designed to help the
organisation optimum the donation in next year.
Marketing objective One: To increase the total donation by 2 million dollars in October
2019.
As identified in swot analysis, current organisational awareness of Bush Heritage Australia
was only 15%, and organisational awareness was a crucial factor that may impact the
organisational growth in future, thus objective 2 and the specific strategies ,tactics were
developed to help Bush Heritage Australia boost its awareness .
Marketing objective Two. To increase organisational awareness by 25% in October 2019
and it is measured through the Facebook followers and website clicks. Which means to
increase the Facebook followers from 10,6908 to 133,635 and increase website clicks from
293,293 to 366,616.
Targeting Statement
To increase the annual income of the Bush Heritage Australia, social academics and
conventional family are being targeted. These segments are likely to donate to the
organization and it is possible for the organization to build an ongoing, lasting relationship

with Bush Heritage Australia. However, in both segments the competition was heavy, thus the
organization need carefully develop marketing strategies to attract these segments.
Positioning Statement
Within the category of donation for conservation protection, Bush Heritage Australia will be
better to target the group of social academics create a greater sense of belonging. The social
academics will be reached through developing clubs in the various universities campus to
achieving the organizational personality.
Within the category of donation for conservation protection, Bush Heritage Australia will be
better to target the group of conventional family for being able to allow parents to teach their
children the value of social responsibility in life. This group will be reached through the
availability of many interactive events and volunteering opportunities, which could help the
Objective one: To increase the total donation by 2 million dollars in October 2019.
Objective one will be satisfied by the following strategies and tactics
Strategy 1: Develop a more multifarious income sources and strengthen the current channels
for fundraising activities.
Currently the organisation heavily rely on donation, and according to the annual report, over
95% of income was from donations. And the organisation owns or partner at least 7.8 million
hectares conservation lands. Therefore, the organisation have a great resource to develop new
channels for increasing income. One of the biggest competitor- Australia wildlife