Importance of Marketing Process and Mix in Donation Generation for Backup North West

This report discusses the importance of marketing process and mix in donation generation for Backup North West, a non-profit organization supporting homeless young people. It explores marketing strategies like content marketing, social media, peer-to-peer fundraising, and emotional marketing. The report also highlights the significance of marketing theories related to the marketing mix in achieving customer satisfaction.

Report Backup North West

Table of Contents
Introduction:.....................................................................................................................................3
MAIN BODY...................................................................................................................................3
Evaluation about the nature as well as importance of marketing process in generation of
donations:....................................................................................................................................3
Describing the importance of marketing mix and as well as associated marketing theories in
achieving customer satisfaction:.................................................................................................6
Conclusion.......................................................................................................................................8
References .......................................................................................................................................9

Introduction:
The marketing is termed as the set of activities as well as process which is undertaken in
order to create a value for customers as well as society as a whole. The main aim of marketing is
to allow business to communicate with customers in order to enhance sales by telling features of
their product and services. For this report Backup North West non profit organisation is taken
into consideration. The company is a charitable company which supports homeless young people
by giving them perfect place to live and explore. The report will be able to explain about the
nature as well as importance of marketing processes that will support the organisation to attract
large amount of donations. In addition to this, the report will also highlight about crucial
marketing theories which will support the firm to enhance customer awareness.
MAIN BODY
Evaluation about the nature as well as importance of marketing process in generation of
donations:
The marketing mix within marketing process supports the company in attracting large
number of customers by systematically finding ways such as effective promotional techniques.
In context to Backup north west, the adoption of suitable marketing mix strategies will assist the
company to gain large number of funds by effectively delivering the reasons for fund
requirements(Solimun and Fernandes, 2018). The following are the marketing ways that will
support charitable company in receiving donations are:
Using content marketing in order to enhance website traffic:

The content marketing is considered as one of the most important marketing strategies in
order to encourage customers to buy products and services in the most cost effective manner.
The content written in the most persuasive manner can support the firm to draw focus of large
number of customers. In context to Backup north west, the charitable company can increase their
collection of donations by creating an effective as well as well targeted content in their website.
The non profit firm should think of launching a new blog or video on the topic which reflects
their mission. The content marketing will assist the company to tell a story over the world that
represents their mission as well as will also communicate with the customers about the nature of
cause in the most appropriate manner.
Taking use of social media:
The social media platforms in the form of digital platforms is gaining more importance in
marketing activities of the company. The biggest reason of using social media platforms for
performing marketing activities is that its the most cost effective way as well as has the ability to
target a number of customers irrespective of age, caste and sex. In context to Backup north west,
the non-profitable company can effectively communicate about their charity projects to the
diverse base of individuals by just uploading post or video reflecting about their mission. In
relation to this, the company can also formulate an immersive and advanced adds which will help
the organisation to effectively connect with people by communicating main cause behind
collecting donations(Ibrahim and Harrison, 2020).
Pursuing volunteers:
The other marketing strategy that can support the Backup north west organisation is to
employ volunteers from the native country or through any part of the world. The role of
volunteers will be important for the company as they will act as peer to peer fund raisers. The
volunteers can support the Backup north west organisation to attract large number of people in
order to provide donation for the social cause. In addition to this, the volunteers will also assist
the organisation to communicate their mission to the number of people present in different
countries that can allow the company to collect more donations for their charity services.
Starting peer to peer fundraising campaigns:
After gaining some followers and supporters through social media platforms or with the
help of volunteers, the next step related to marketing activities that can assist the Backup
Northwest organisation is to run a peer to peer campaigning. The Peer to Peer campaigning may

turn the supporters of organisation to become fundraisers for their company. The fundraisers will
arrange the donations from their family members, friends as well as from society on behalf of the
company. The presence of social media platforms can support the fundraisers to launch a fund
raising campaigns in the most effective manner that will allow the Backup north-west
organisation to arrange more funds in the best manner(Bleier, Keyser and Verleye, 2018).
Manufacturing mission related products:
In context to Backup north-west, the organisation can attract large base of donators by
launching the products such as t-shirts or pens which reflects the name of organisation or its
mission statements. The mission related products helps the company to deliver crucial mission
statements to the people which can successfully help organisation to draw attention of large
number of customers.
Sending Emails:
The fund raising through email platforms will support the organisation in directly connect
with their potential donators. The Email fund raising is recognised as the most cost effective way
of raising donations from people irrespective of countries. In addition to this, the Email
facilitates direct communication with the potential donators as well as also is the most easiest
manner for attracting them to donate money in Backup north-west company. The Email provides
a facility for the organisation to raise money by running surveys, selecting volunteers as well as
signing petitions(Batat, 2019).
Emotional marketing:
The emotional marketing refers to the type of marketing and promotional activities that
undertakes use of emotions in order to make audience to notice as well as remember. The
emotional marketing taps basically on the single emotions of people which can be happiness or
fear in order to gain attention of people. In context to Back north-west, the emotional marketing
will assist the organisation to show the emotions behind their projects related to helping young
and homeless individuals. The marketing through expressing emotions will assist the people to
decide by using their hearts rather than mind. In relation to this, the emotional marketing will
also motivate the people to act by providing donations for their relevant cause.

Describing the importance of marketing mix and as well as associated marketing theories in
achieving customer satisfaction:
The marketing mix is concerned with marketing theories by launching a product or
services in the right place, at the right times as well as at the right price. The marketing mix
strategies assists the organisation to allocate its resources in the best possible manner. In addition
to this, the suitable marketing mix supports the organisation in making a better foundation that
fosters launching of effective marketing as well as branding solutions in order to meet with
specific goals (Sinha and Sheth, 2018). In context to Backup north-west organisation, the
marketing mix strategy can allow the company to position their services in the most suitable
manner that can lead the firm to gain large amounts of donations. The below are the importance
of marketing mix strategies that can support the Backup north-west company in achieving higher
attention of potential donators are:
Value creation:
The adoption of marketing mix strategies will allow the company to attract large number
of people to donate money by practising new marketing campaigns on the social media platforms
or in any TV channels. The strategy will support Backup north-west organisation to properly
communicate the reason as well as social issue through digital platforms and through volunteers.
Moreover, this market theory will also allow the non-profit firm to effectively deliver their main
objectives in the most cost effective manner which can directly support the organisation to make
the people more aware about their charitable projects(Deepak and Jeyakumar, 2019).
Improving business:
The marketing mix strategies assists the Backup north-west organisation in attracting
large number of donators by improving the results of their business activities. In addition to this,
the marketing mix can also support the non-profit company to gain brand loyalty by
commentating effectively the idea behind fund raising using social media platforms. Building
identity of its company in social media platforms will support the firm in gaining more
volunteers which will assist the organisation to easily attain the attention of customers.
The elements of marketing mix strategies that can support the firm in attaining higher
participation of people in its charitable projects are:
Product:

This element of marketing mix is important in ensuring the success of business as it
provides with delivering high quality of services and products to the customers. The correct
product strategy will support the company in developing large market base in the market.
Price:
This element of marketing mix supports the company in forming accurate pricing strategy
for its products and services. Providing cost effective price structure can help the business to
attract larger number of customers. The pricing strategy of the company can involve providing
discount coupons as well as cash rewards with the aim to draw attention large number of
customers(Umar, Sasongko and Aguzman, 2018).
Place:
This marketing mix is concerned with making strategies about finding right place that
will lead higher market share for the company. In addition to this, the selection of the most
appropriate place for selling products and services helps the know more properly about the
purchasing pattern of customers.
Promotion:
This type of marketing mix helps the firm in adopting attractive advertisement and
marketing activities in order to make a positive image among the customers. The promotional
activities made through using social media platforms supports the organisation to make the
customer aware about their products and services in the most effective manner(Mukonza and
Swarts, 2020).
People:
This marketing strategy is crucial for the company in terms of selecting best individuals
promoting higher customer satisfaction levels. This assists the organisation to identify and
provide solutions to the needs of customers in the most desirable manner.
Process:
This step is considered as crucial aspect as it involves the formation of efficient process
which will help company to provide products and services in the most appropriate manner. This
marketing strategies lays its focus about the services needs to be delivered in a way that leads to
higher customer satisfaction levels.
Physical evidence:

This type of marketing strategy supports the organisation that their brand exists in the
minds of customers. The incorporation of proper branding activities can create the favourable
position in the minds of customers. In relation to this, the effective branding through creating
creative websites can help the firm to better interact with their customers in the most effective
manner(Czinkota and et.al., 2021).
In context to Backup north-west company, the marketing theory will allow the company
to draw attention of large number of people in order to donate in their charitable projects.
Moreover, this marketing theory will support the organisation to place their service in the right
place that is in its website as well as in digital platforms. This will help the organisation to gain
higher level of customer satisfaction. Thus it can be concluded that the marketing mix theories is
very beneficial for the organisation in terms of attracting large number of attention as well as
gaining brand loyalty in the market(Arunachalam and et.al., 2018).
Conclusion
It has been analysed that marketing activities is critical for the company to achieve higher
customer awareness as well as higher satisfaction level. It has been also analysed that correct
marketing strategies is critical for the organisation in driving the success level of the company in
the market. The report has concluded that the marketing techniques is important in order to form
efficient promotional as well as advertisement strategies for gaining donations in the most cost
effective manner. In addition to this, the report has also analysed about the theories related to
marketing mix that benefited the company in drawing more attention of customers towards their
charitable projects.

References
Books and journal
Arunachalam and et.al., 2018. Innovation pathway to profitability: The role of entrepreneurial
orientation and marketing capabilities. Journal of the Academy of Marketing
Science, 46(4), pp.744-766.
Batat, W., 2019. Experiential marketing: Consumer behavior, customer experience and the 7Es.
Routledge.
Bleier, A., Keyser, A.D. and Verleye, K., 2018. Customer engagement through personalization
and customization. In Customer engagement marketing (pp. 75-94). Palgrave
Macmillan, Cham.
Czinkota and et.al., 2021. Marketing Management: Past, Present and Future. Springer Nature.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Ibrahim, E.B. and Harrison, T., 2020. The impact of internal, external, and competitor factors on
marketing strategy performance. Journal of Strategic Marketing, 28(7), pp.639-658.
Mukonza, C. and Swarts, I., 2020. The influence of green marketing strategies on business
performance and corporate image in the retail sector. Business strategy and the
Environment, 29(3), pp.838-845.
Sinha, M. and Sheth, J., 2018. Growing the pie in emerging markets: Marketing strategies for
increasing the ratio of non-users to users. Journal of Business Research, 86, pp.217-224.
Solimun, S. and Fernandes, A.A.R., 2018. The mediation effect of customer satisfaction in the
relationship between service quality, service orientation, and marketing mix strategy to
customer loyalty. Journal of Management Development.
Umar, A., Sasongko, A.H. and Aguzman, G., 2018. Business model canvas as a solution for
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Entrepreneurship, 22(1), pp.1-9.