The Role of Marketing Strategies in UNICEF

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“Marketing is a vital part of any organization’s success in fulfilling its mission and reaching those whom it exists to serve.”
Siri Espy, Marketing Strategies for Nonprofit Organizations
UNICEF Background
UNICEF is the driving force that helps build a world where the rights of every child are realised. With the global authority to influence decision makers and the variety of partners at grassroots level to turn the most innovative ideas into reality. This makes UNICEF unique among world organisations, and unique among those working with the young.
The non-charitable organisations objective embedded within its mission statement is to work with all its partners towards the attainment of the sustainable human development goals adopted by the world community and the realisation of the vision of peace and social progress enshrined in the Charter of the United Nations. UNICEF was created with the purpose of working with others to overcome the obstacles that poverty, violence, disease and discrimination place in a child’s path, thus advancing the cause of humanity.
Marketing Role of not-for-profit Organisations
Marketing has earned its place in the not-for-profit world. But marketing and development are not the same. Marketing is about exchanging goods and services for money. Development is about relationships — it is not about money.
Michael R. Maude, President Partners in Philanthropy
Increasingly, not-for-profit organisations have taken to emulating the moneymaking practices of corporations. This trend has three primary causes: the decrease in funding from the public sector, the increase in competition for funds among an expanding number of not-for-profit organisations and the rise in funder pressure for not-for-profit organisati...

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...cate the UNICEF story has increasingly moved from traditional practices to the use of online channels, through digital media, through social media. Shaping social conversations around children and telling the right stories helps foster social media engagement and increase donations. Of paramount importance is the task of connecting the organisations mission with the donor’s interests and what they care about i.e. what the organisation proposes to accomplish with the money. Using smarter PR practices in publicising what the money donations accomplish relays value for the donor which underpins future success.

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