Climate change The general trend is conversion rates for face to face

Climate change the general trend is conversion rates

This preview shows page 23 - 26 out of 43 pages.

Climate change .
Image of page 23
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
Image of page 24
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
Image of page 25
Image of page 26

You've reached the end of your free preview.

Want to read all 43 pages?

  • One '15
  • JaneCaroll
  • Charitable organization, Household income in the United States, Non-profit organization, Bush Heritage Australia

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture