As the poorest continent in the world, Africa includes countries where the living conditions of children remain difficult. Although quality education is widely recognized as a basic human right that can promote economic growth, this element is not easily accessible to many African children. Health also remains a major problem. Due to lack of the requisite infrastructure and equipment, children often suffer from diseases like malaria, cholera, measles, as well as the dreaded AIDS virus and Ebola.
Thus, to ensure the best for children throughout their lives, we must give them the best possible start: education and healthcare. With this objective in mind, many humanitarian organizations have sprung up, such as "Africa Without Borders", "Children of Africa", "Paper for Africa", "SOS Children" etc. Their main objective is the establishment of projects to build schools, provide basic medical supplies, and promote cultural exchange (via correspondence, sponsorship etc).
We have been contacted by "Africa Without Borders" in order to help implement targeted actions to maximize its fundraising. Created one year ago by a young graduate who wanted to extend the company's from France to Africa, this association aims to provide sustainable assistance to education and healthcare.
Created a year ago by a young graduate who wanted to extend its operations to Africa from France, this association aims to provide sustainable assistance to the level of schooling and health. Because of its recent creation, this association has a very low budget and the means used to collect the donations are not yet fully exploited. It is within this context that we will achieve our project namely, attempt to remedy this gap by proposing actions to be developed.
The association's mission is limited to financial and material assistance, leaving the care of people driving to deliver projects. It seeks to make that many local people who perform the work. The function, from Paris, is collecting funds to finance these projects.
Like any association, ASF, has limited resources, it relies solely on the generosity of the people and must minimize its costs.
This leads us to ask ourselves what are the actions to maximize donations while maintaining credibility with donors.
In order to best respond to this question we will first establish the diagnosis in which we will consider external opportunities and threats in this market. Then we proceed to determine its target. Finally, we will propose actions / possible options to maximize donations.
The ASF is an association, for humanitarian purposes, that is to say a non-profit organization whose objective is to improve the living conditions of children and reduce inequities.
The external analysis will allow us to identify opportunities and threats Market and humanitarian in order to better target the actions we will propose to the ASF.
The market threats are as follows: there is competition between associations that have the same goal; distrust of potential donors who may have doubts about using their gifts; people may feel saturated by requests from many groups who work for third world countries as well as their "on-media"; the spirit of solidarity turned mainly to Asia in recent years, which may be detrimental to other humanitarian activities; the funding of associations based on donations. These are a given variable, their effect amounts may vary depending on the period, they increase during the holidays (Christmas) or when a disaster occurs (tsunami, earthquake in China); constraints on the agreement of local authorities agree to consider any action necessary (the refusal of aid NGOs in the floods by Burma).
Tags: Africa, "Africa Without Borders", project management
[...] The function of Paris is raising funds to finance these projects. Like any other organization, FSA has limited resources. It relies solely on the generosity of the people and shall minimize its costs. This leads us to ask ourselves what the actions to maximize donations while maintaining credibility with donors may be. In order to better respond to this question we will first establish the diagnosis in which we will explore external opportunities and threats in this market. Then we will proceed with the determination of the target. [...]
[...] • Suspicion of potential donors who may have doubts about the use of their gifts. • People may feel saturated by requests from numerous associations working for third world countries as well as their "on-media." • The wave of solidarity has turned mainly to Asia in recent years, which may be detrimental to other humanitarian actions. • Funding for associations is based on donations. These are a given variable, and their effective amounts can fluctuate depending on the period. They increase during the holidays (Christmas) or when a disaster occurs (tsunami, earthquake in China). [...]
[...] In addition to the original, we added an image that reminds the viewer of African children. (See Appendix Any communications policy must have a message which needs to be circulated. It is important to find a message which is short, simple and catchy and which seeks to respond and educate our target. This will help find one main idea to circulate in our message so that it is quickly memorized. After much thought, we propose that the slogan is: "More than a gift, a real action" We thought about different ways that could use ASF for its communication, including: print, TV, displays, flyers, Internet etc . [...]
[...] Mail servers could provide us with the addresses of their users. A link would be included in the e-mail, providing site access, and allowing the user to discover the association and make a donation if they wish. • The key is to communicate well . Communication is a major focus for the association. This is because it may help it to be better known and thus collect more donations. However, the problem is the high cost of the action. ASF only has a low budget, and it will be difficult to find effective means of communication and cost. [...]
[...] To improve their fundraising, we offer them the establishment of a system of sponsorship and marketing products. • Sponsorship: Sponsorship is the situation when a support group attaches to a work by moral or financial support. Here there is a long-term commitment, for a child or a group of children to ensure their education and health. This is a chance "build" a child's life. In the long run, it also helps to train future citizens who can participate in the development of their country. [...]
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