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How can Fairfood International attract new online individual donors?

Rechten: Alle rechten voorbehouden

How can Fairfood International attract new online individual donors?

Rechten: Alle rechten voorbehouden

Samenvatting

The major objective of this thesis is to help Fairfood International analyze the current online fundraising trends and give some possible online fundraising recommendations to implement.

Fairfood International, a non-governmental organization, focuses on advocating and campaigning food and beverage companies to take responsibility and concrete steps towards more sustainable supply chains. Fairfood International currently and in the past has received funding from governmental institutions and private foundations.

However with the fast development of internet especially for the big boom of online communication through social media tools and the wide usage of e-banking, fundraising from individuals online becomes a more cost-effective way to get donations. Also, governmental funding is decreasing in the world and therefore donations from individuals become very important for NGOs, such as Fairfood. Thus "How can Fairfood International attract new online individual donors?" becomes increasingly important in the current stage.

In order to analyze the matter, practical interviews with Fairfood managers are made as internal analysis and an in-depth desk research as external analysis. The internal analysis is made mainly based on the practical research. The general organization introduction, the current online fundraising tools such as webpage, email and social media will be analyzed. Consequently online fundraising strategies and expectations though internet will be explained in detail. Moreover the PEST analysis for macro environment of online fundraising and competitive analysis will be made as the first part of external analysis. Then concerning that Fairfood International has limited experience in online fundraising, the key words "online fundraising" and "individual donors" are clearly defined. Then in order to make successful online fundraising, Fairfood has to be familiar with the donors' wants and needs, the motivations named pure altruism motivations and impure altruism motivations behind the fundraising strategies are analyzed. Additionally, according to the internal and external analysis, the SWOT analysis for the current situation of online fundraising at Fairfood International will be summarized, and then followed by some most common used online fundraising strategies such as building online trust, working with Application Service Providers and viral marketing. Based on the SWOT analysis, some suggestions for Fairfood to improve online strategies and tactics are made from webpage, email and social media.
 For webpage: Fairfood should add more items to make the web more trustful. Then MissionFish is a good ASP for Fairfood to build online shopping malls and online auction page. Finally a recommendation is made on how to fundraise for unrestricted funds.
 For emails: Fairfood should consider using its ex-employees to do viral marketing. Moreover using e-birthday card to make the donation ask more personal is also worth for Fairfood to implement.
 For social media: Fairfood should use the Facebook application, Causes, to do viral marketing. In addition, using picture such as enthusiastic face with inspired text to motivate people's compassion is also good to apply. Finally, using circles feature of Google+ to post specific information targeting on specific group will also be more effective to motivate people with same life experience.

Toon meer
OrganisatieHZ University of Applied Sciences
OpleidingInternational Business & Management Studies
AfdelingAcademie voor Economie & Management
PartnersFairfood International, Amsterdam
Datum2012-06-22
TypeBachelor
TaalEngels

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