However foodbank has several benefits to increase

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However, Foodbank has several benefits to increase donation during Christmas. Because Christmas is a festival that people can enjoy the delicious food with their families. Foodbank addresses hunger and food insecurity of adults and children who are in poverty, which are easier to appeal people’s emotion, especially parents and people who care about the weaker and lower- class people. Nonetheless, it is hard for Foodbank to receives financial support from public. NfpSynergy (2011) indicates that nearly half of people prefer to donate charity Christmas cards to charities, and 31% of people are likely to “buy a product that makes a donation to charity at Christmas”. However, just 3% want to “giving money to charities” directly. These evidences seem to be an obstruction for Foodbank because we only aim to collect money during Christmas. Also,
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organizations such as “The Smith Family”, and “The Wishing Tree” aim to make Christmas better for homeless and struggling people by collecting the toys and clothing donation. These organizations also can be a threat to Foodbank because it is easier for public to donate toys and clothing rather than money. Furthermore, Foodbank has benefits and drawbacks of social media promotion. Foodbank is invisible to the major public, especially on social media. There are fewer followers on Facebook and have little influence in the whole society, which means, online users never learn about Foodbank. Thus, people will not prefer to donate to an organization that they are unfamiliar with it. However, promoting on social media is not bad at all for Foodbank during this holiday season. According to Penn (2015), Christmas day always demonstrates high usage on twitter. Thus, Foodbank have a good chance by promoting on social media during Christmas. Additionally, Foodbank collects the food that is close to the due date, which means that the food may be overdue when arriving at the families for Christmas. Foodbank only offers food for people over charities and schools, which is hard to address those who need the food most outside these organizations. These things are unoptimistic for Foodbank. As the emergence of other NGOs that against hunger in Australia, such as Ozharvset , Foodbank will become dangerous. According to Ozharvest ’s website, “the Taxibox company is running a Facebook campaign to increase to $1000 to be donated to OzHarvest during this Christmas”. Thus, due to the fierce competition among charities, these drawbacks of Foodbank are hard to convince people to donate money on Christmas. Target Audiences The target audience can be aged 18-45 individuals, particularly women, who care about hunger and food insecurity issues in Australia and have high and stable income. Because Foodbank aims to establish the donating relationship for public, not just in the holiday, it is better to collaborate with people who are able to donate regularly. Foodbank should mainly focus on the individual females. Barrett et al (2012, p. 571) indicate that women are more “intense, open, and sensitive to their feelings than males”. Thus, females seem to be easier to make the donations.
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