Cause Marketing

I chose to research the topic of cause marketing to benefit the nonprofit cancer community, specifically nonprofit cancer survivor camps for children, teens and young adults. These camps have not used this fundraising strategy and I believe they could benefit from it greatly. This research will provide the tools and understanding of how to design a custom program with for-profits which will fit their marketing and business goals, while raising profits for the camp’s operational costs. Introduction to Cause Marketing Cause Marketing is the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit. (Wikapedia) The company puts the power of its brand and marketing behind the nonprofit’s cause to generate profits for both. (Daw, p. 1) The for-profit has the ability to reach consumers the nonprofit would not be able to for donations, while making the for-profit appear more socially responsible to consumers. â€Å"Numerous studies have shown cause-related marketing has helped increase a company’s profits. (Wikapedia) It also raises awareness for the nonprofits cause and reaches more supporters while increasing funding for the cause. â€Å"Today, more and more companies are realizing they can no longer afford to be anonymous benefactors or disengaged citizens. † (Daw, p. 28) In recent years the term has come to describe a wider variety of marketing initiatives based on the cooperative efforts of business and charitable causes. However it is important to differentiate cause marketing from corporate philanthropy or sponsorship, it is in fact an intersection of the two. Sundar, p. 208) The objective of all cause-related marketing programs is sales and a promotional campaign is undertaken to that end. Sponsorship and corporate philanthropy is a fixed amount of money which is negotiated and donated in advance to a nonprofit organization for an event or program. (Sundar, p. 208) In return for sponsorship the nonprofit uses its marketing to promote a companies involvement and support of the cause. For example, the company’s logo will appear on the nonprofits marketing materials for an event. Overview of Findings Studies done by Cone Inc. a marketing communication agency that tracks American attitudes towards corporate support of social issues, have brought cause marketing data into sharp focus. (Sundar, p. 207) In the Cone Corporate Citizenship Study the consumers’ answer to the statement, â€Å"I am likely to switch from one brand to another that is about the same in price and quality, if the other brand is associated with a cause. † has been staggering. In 2001 81% agreed they would switch brands, in 2004 86% would switch and in 2006 89% stated they would switch brands if associated with a cause. Cone Case Studies 2001, 2004, 2006) â€Å"Cone research reports†¦have identified key motivators that are driving changes in the corporate sector: employees, communities, and consumers are all demanding that companies play an active role in building community and demonstrate what they stand for. Cause related shopping is the second and third means of providing charitable gifts for those who planned to give a charitable donation over the holiday season. (Daw, p. 2) In fact the British Business in the Community 21st Century Giving Research showed that 83% of those who participated in a cause initiative said it enabled them to support a charity more that they would have otherwise done. (Daw, p. 32)This is dramatic indicator of consumer attitudes and an important differentiator for product marketing.

Components of Qualitative Approaches Assignment

Components of Qualitative Approaches - Assignment Example The three topics all involve the use of qualitative information. To investigate the political opinions of citizens of country A, a researcher has to set interviews that will convert the qualitative attributes into quantitative measures. For example, the interview may have questions like â€Å"Do the candidates you intend to vote for know your economic challenges?† The responses can be assigned numeric indices to measure their level of strength as shown in the example in the table below: While using interviews to gather information from the people, few challenges were met. Some of them were, only a small number of these interviews could take place because they vary in time (University of Portsmouth, 2010). Comparison of in-depth interviews may be difficult since the results may be unique. Due to the size of the sample, in this case, is small, the results are unlikely to be representative of a particular population. The interview process may be time-consuming, in terms of both data collection and analysis. There were many inconsistencies in the results due to bias amongst the people’s tastes and preferences. The following measures were recommended to be more effective in ways of collecting and interpretation of data especially through interviews. To avoid the inconsistencies, the data should be recorded in the agreed upon ways (Phil Rabinowitz, 2013) e.g. if the agreed upon way is using laptops, then laptops should be used to collect all results. Organization of the data is also a very important process that helps during the analysis. For example, the use of Geographical Information Systems is necessary especially when collecting data for investigating the political opinions of citizens based on different regions in that country.   

Solar & Wind Energy Resource Assessment Essay Example | Topics and Well Written Essays - 3000 words

Solar & Wind Energy Resource Assessment - Essay Example The buildings at Merchiston are a major part of Napier’s estate offering teaching accommodation for up to 2,000 students. An energy audit for the above buildings has been conducted using utilities bills. Utility bills from August 2007 to July 2009 (24 months) have been used for the assessment. Alternative systems have been considered to reduce energy use. The electricity consumed (kWh) for each month has been illustrated in figure 1. The units of electrical energy consumed have steadily declined over the years. Various initiatives have resulted in the development and use of energy efficient equipment, in addition to energy efficient practices. The energy cost for each month for electricity has been illustrated in figure 2. Despite the decline in energy usage, there has been a rise in energy cost. This is because of increase in the cost of production of electricity. The average electric energy unit cost during the period has been illustrated in figure 3. The increase in costs of electricity production has been passed on to the consumer. There has been an increase of over  £3 per kWh over the years. The units of energy consumed (kWh) for gas each month has been illustrated in figure 4. Seasonal influences play a significant role in the use of gas, which is primarily used for heating. Naturally gas consumption declines during summer months and peak during the cold winter months. The facilities consume 4198.55 MWh of electrical energy and 6005.35 MWh of gas annually. The electrical energy consumed results in average energy cost of  £393.3347K annually and gas consumed results in energy costs of  £172.1616K annually. Electricity and gas consumption at the facilities results in the release of 3.5KtCO2 each year. Scottish Building Standards Agency (SBSA) requires buildings to comply with legislation and principles of â€Å"Green Government† policy. The Scottish Government has set a target for 80% reduction of greenhouse gas emissions by 2050.