AdviceUK Marketing Strategy: An Ethical Analysis of a UK Charity

This report provides an analysis of the marketing strategies employed by AdviceUK, a not-for-profit organization based in the United Kingdom, founded in 1979. It delves into the company's background, operational methods, and marketing approaches, utilizing analytical tools to identify key issues within non-profit organizations. The report explores the marketing mix, ethical and social responsibilities, target market segmentation, and brand positioning of AdviceUK. Furthermore, it applies ethical frameworks to provide recommendations for enhancing the organization's operational effectiveness and ethical conduct, emphasizing the importance of maintaining a positive reputation and brand image within the community they serve. The analysis also considers the challenges of digital marketing and the need for AdviceUK to leverage strategies like video marketing and social media engagement to build trust and secure funding.

Running head: APPLIED BUSINESS ETHICS
Applied Business Ethics’
Name of the Student
Name of the University
Author Note

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Abstract
The following report aims to provide an understanding about the marketing strategy of not for
profit organizations. The organization that has been selected here is AdviceUK. It is located in
United Kingdom and it was founded in 1979. The short background about the organization has
been given in this paper. The marketing strategy of the company has been discussed in this
paper. The ways this company operates has also been given a brief as well. Some tools for the
analysis of the marketing strategy are used. This has given the proper opportunity to identify the
basic issues within non for profit organizations. These tools have effectively analyzed the
probable marketing strategies for the organization. The responsibilities of the leaders in not for
profit organizations have been provided as well. Some crucial ethical frameworks have been
used to understand the probable recommendations how the organization AdviceUK can run their
business more smoothly.
Table of Contents

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Introduction......................................................................................................................................3
Background of organization............................................................................................................4
Marketing strategies of AdviceUK..................................................................................................5
Marketing Mix.............................................................................................................................7
Ethical and social responsibility......................................................................................................9
Chosen target segments for AdviceUK...........................................................................................9
Brand positioning...........................................................................................................................11
Recommendations..........................................................................................................................13
Conclusion.....................................................................................................................................14
References and Bibliography.........................................................................................................15

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Introduction
The aim of the following report is to describe on the marketing activities of not for profit
organizations. The not for profit organizations are generally such type of organizations where
managers do not work for raising profits and earn higher benefits for providing their services and
products. These organizations are not directed to earn profits for their owners and they work for
the welfare of communities and society on the whole. The source of money for these
organizations comes from donations from all over the world or by charity foundations. The
money earned by these not for profit organizations are generally donated to meet objectives of
the organizations. These organizations generally have a back up from Government and they do
not need to be much aware of challenges in business communities. The chosen organization for
this report is AdviceUK i.e. based in United Kingdom.
In this paper, most important marketing strategies will be discussed for a better
understanding of the readers. The primary and secondary stakeholders for this organization,
brand marketing and positioning, chosen target markets, target segmentation and marketing mix
will be discussed. Apart from that, an ethical framework will have to be used in this paper to
recommend how this organization would be able to meet their objectives and work more
effectively to support the community properly. The ethical frameworks are indeed very
important for organizations because these frameworks guide organizations to work smoothly and
without committing any unethical means. This will keep up their good reputation and brand
image as their customers are entire communities (Khan 2014).

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Background of organization
The chosen organization for this paper is AdviceUK. The organization was founded in the
year 1979 e founding purpose of this organization was to provide independent services to all
members of the organization (Adviceuk.org.uk 2019). The company provides different types of
services like legal and social welfare services to all their members. The company is a registered
charity organization within UK and many members of this organization have been benefitted
from this organization. The workforce strength of this organization is around 700 and they
provide assistance to around 500 other organizations in different fields (Adviceuk.org.uk 2019).
This organization is generally run by donations from all parts of the world. The
AdviceUK Company is considered as the largest network for independent services. There are
several independent service centers through which AdviceUK provides their services
(Adviceuk.org.uk 2019). The other organizations would be able to run their businesses in a
smooth manner. However, the question of ethics comes within the sphere of their works since
their suggestions and services would provide better activities and ensure how they can deal with
bad situations in an ethical manner. The company always believes in unity and ethical
suggestions can increase their reputation (Baker 2014).
The member organizations always receive several discounts and benefits as they continue
with providing their services. AdviceUK has been able to create a huge range of services
especially for advice sector (Adviceuk.org.uk 2019). The other departments they provide their
services are training and staff development and consultancy. Their case management systems are
AdvicePro, UK AdviceFinder and others. Very recently they have begun to provide their
services to other sectors like Higher Education, Legal, Law Faculty members, Local Public

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Sector, Private sector and Housing sectors (Adviceuk.org.uk 2019). They have to maintain
proper marketing strategies so they can flourish and help their surrounding communities.
Marketing strategies of AdviceUK
Marketing strategies are very essential factors for the overall success of organizations, be
it a profitable organization or a non-profit. All organizations should follow a proper marketing
strategy that would determine their chances to survive in the competitive industry. As not for
profit organizations are not based on earning higher profits, they will have to keep their
reputation high all the time. The organizations like AdviceUK have been challenged by issue like
digital marketing (Baker 2014).
As these companies do not have enough resources of money they would need to do
something and take a positive step regarding this (Londhe 2014). It is indeed very crucial for
such not for profit organizations to thrive in this kind of competition and achieve proper
sustainability. Digital marketing or online advertising is considered as one of the most powerful
strategies to attract customers (Fifield 2012). The not for profit organizations will have to raise
an awareness among their target audience and connect to them efficiently. The aspect of thriving
in this scenario has been considered as a very challenging aspect since companies like AdviceUK
has to increase their presence in social media (David and David 2013).
AdviceUK can also opt to raise emotions through videos so their target audience can find
them worthy of being trusted (Gordon 2012). The business operation of not for profit
organizations are done based on trust of their target audience. The trust and brand reputation of
these companies are strongest points for success of these companies. Therefore, they have to
make some videos by which they can create the trust on people (Fifield 2012). As they operate in

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a very risky situation, they must take the help of video marketing to fulfill their business
objectives (David and David 2013). The company can also opt to allocate a small budget
program that will help them to connect with all their stakeholders and customers (Armstrong et
al. 2015). According to sources, they have around 700 workers and they provide support to
almost 500 other organizations. AdviceUK can opt to take the technological assistance from these
companies and provide them with needed advices and suggestions instead (Kotler and Armstrong
2015).
AdviceUK has to employ numerous expert advisors who will help customer companies
with their much needed advice (Erdoğmuş and Cicek 2012). These employees of the company
can ask their managers to apply for ‘donate now’ button that would surely be effective for them
to generate the money to carry out their business objectives. This button will initiate proper
action that would be helpful for AdviceUK from monetary perspectives. (Armstrong et al. 2015).
Marketing Mix
Product
The company AdviceUK provides advice services to their customers. Products and
services are considered as one of the most useful factors for overall success through
improvement in brand reputation (Wagner and Hollenbeck 2014). The company provides
important advices to a huge number of organizations from different sectors. This is why the
company should set a long term vision for their organization and decide how they can meet their
objectives through proper payment policies (Kotler and Armstrong 2015). The company can opt
to recruit many more expert advisors so they can expand their range of services. These long-term
strategies will indeed be highly effective for this situation. The company might have some many

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potential competitors in this field so they will have to provide diversified services in sectors like
healthcare and mining. Many controversies have arisen in these sectors previously so they would
be able to provide effective advices for those organizations (Erdoğmuş and Cicek 2012).
Price
Price is also a very crucial fact for the success of all organizations. In this case it must be
said that not for profit organizations like AdviceUK will have to be much cautious about taking
their pricing decisions. The company does not have a proper objective for generating profits but
they will need money for their advertising campaigns indeed (Kotler and Armstrong 2015).
Company like AdviceUK might apply some probable pricing strategies like maximization of
market size, surplus maximization, disincentivalization of market, cost recovery, social equity
and others. These strategies would be highly effective in this discourse (Malhotra and Malhotra
2012). Costs for all other things should be managed and cleared of higher barriers so better
pricing strategies could be initiated.
Promotion
Promotions for non-profit organizations like AdviceUK should be based on social media
campaigns and video marketing processes. The social media is a very active media and it can
fetch customers for a company like AdviceUK (Berthon et al. 2012). The managers of the
company can opt to choose this medium for convincing their customers. Social media platforms
like Facebook will indeed be a very effective medium for communicating with customers and
letting them know the best things for desired success (Kotler and Armstrong 2015). The
traditional promotional tools will not be good enough for success of the companies since most of
contemporary companies are well equipped with technological advancements. AdviceUK can

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also opt for direct marketing strategies with their clients instead. Clients can also be persuaded
personally as well (Berthon et al. 2012).
Place
The services of AdviceUK regarding providing advices to their clients should be done
through proper distribution channels of the company (Mullins et al. 2013). However, this
prospect will not be very much important for non-profit organizations. They are doing a kind of
charity work to all their customers. The managers of AdviceUK should always keep in mind the
ways of how service information should reach their target audience. Only then they can make up
some strategies for development and expansion of their organization (Tuten and Solomon 2017).
Ethical and social responsibility
All non-profit organizations should observe some ethical and social responsibilities to
keep the reputation of their organization clean enough. Social impacts on activities of AdviceUK
should be kept in the primary focus for their company. In doing so, companies will go on to
aware common people within their community (Mullins et al. 2013). As education sector is also
included in their customer base, they will need to give ethical advices on how those
organizations can improve their quality and contribute to welfare of society. The most prior
thing as a part of CSR activity will be to increase the trust among all the people of the
community (Fahy and Jobber 2015). Apart from that, monetary sources for non-profit companies
depend upon fundraising events and donations from international organizations. If they can
thrive to provide a better operating environment for their stakeholders, they will achieve more
donations and be able to run their company pretty smoothly. The company should contribute to
reduce poverty from society (Tuten and Solomon 2017). Prevent people from diseases and

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enlighten the youth of society who is at great risk because of increasing unemployment. Thus
social responsibility of non-profit organizations has a huge place in their success. Strong
relationships with public should be initiated by AdviceUK.
Chosen target segments for AdviceUK
Target market segmentation is also a highly crucial factor for all companies in order to
succeed. Likewise ‘for profit’ organizations, non-profit organizations too, have their specified
target markets (Fahy and Jobber 2015). These target markets are segmented for gaining benefits
of that company. The marketers for non-profit organizations will have to make proper strategies
on how they can select their specific target markets. In this scenario, content marketers of
AdviceUK also have to select proper channels of customers so they can approach them properly.
The selected company should sort out about all the services they will provide to their clients
(Kotler et al. 2015).
It has already been mentioned that AdviceUK should begin to target healthcare sector for
providing important advices for their survival. Their experts can educate healthcare practitioners
on how patients can be treated and what approach should be taken by practitioners to behave
with them in an ethical manner (Kotler et al. 2015).
 Education sector is also their selected target markets. There are several ethical issues
while considering education sector. They can help teachers by providing advices on
ethical considerations. This will create a good impact on the minds of teachers and people
associated with teaching sector.

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 Sometimes people associated with legal sphere face some ethical complications. The
experts of this company can provide many legal advices on how to cope up with these
issues properly and without applying any unethical means.
 AdviceUK will always need to pay advices with real values to their customers. These
perspectives would be highly important for the company good reputation within their
business environment. Legal issues can be dealt by expert advisors of AdviceUK and be a
game changer in their business environment.
 As the company is based on donations given by different charity firms and corporate
houses, they should always take them into their target audience. The aspect of Payroll
Giving is indeed an important factor for utilizing tax-efficient donations for their
company. Corporate houses can be approached showing them the kind of work they do.
The corporate houses will come up to stand beside them by providing them with
donations of large amounts before deduction of taxes.
 The major stakeholders for this company would be the ones who can meet up all the
values and purposes of establishing this organization. If they can provide good advice to
all their clients of several fields, everyone would be benefitted. All ethical sensitiveness
should be covered up by all major target audiences of the company like law firms,
schools, hospitals, students and others.
 Co-operation from all target audiences would be highly solicited by the organization if
they want to discard their problems and improve their quality of life in their operations.
 Human Resource Managers of different organizations can also be their target audience
since they have expert advisors on training and quality improvement as well.

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 Local Governments and Public sector organizations are also their chosen target markets
as they would be able to provide best advices on how to improve their services efficiently
(Andreasen 2012).
 Another target market for AdviceUK is student unions. Many student unions face some
troubles while getting admitted to their colleges and problems regarding college fees and
all. Politics related issues are there as well. This non-profit company helps them with
certain advices that would benefit to improve their quality of life.
 Professionals of housing sector are another of their chosen target markets. They solve all
the issues of their target consumers with ethical decisions and observing their social
responsibility.
Brand positioning
Brand positioning has been regarded as an essential component for valuing of companies
and their place in business market. As already mentioned previously, AdviceUK is the largest
network in the country regarding providing advices for other companies to be precise (Najev
Čačija 2013). This means they have a very strong position in their business market. In order to
improve the position of their brands, they will have to take some necessary steps that would
surely make their position stronger.
 AdviceUK will have to differentiate themselves from their competitors. This will be
highly helpful for the organization to provide all types of advice services to almost every
sector. Some nonprofit organizations have also faced the challenge of making themselves
different from other organizations. They should set up their proper goal and sum up the
method how they will achieve those goals.

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 The company should personalize themselves to find better options of improvement. The
company AdviceUK can opt to implement the peer-to-peer fundraising system for
personalization. The organizational managers must also create a good rapport with all
clients so they can be relatable. They should create a ‘how to help’ page feature in their
website so all donors, fundraisers and volunteers will be able to put in the proper help for
the company (Najev Čačija 2013).
 The managers of nonprofit organizations should be thought leaders. The managers
should be highly innovative and contribute to the forward thinking process. This is
probably the only way nonprofit organizations should be able to gain a fair reputation
abiding by all ethical considerations (Fortenberry 2012). The leaders must be able to
innovate new things within the context of their services. The leaders should also be able
to show the donors that they will be benefitted from their end if they donate to their
causes, both emotionally and ethically.
Recommendations
In this segment some recommendations will be given on how AdviceUK will be able to
run their business smoothly by considering all ethical issues and theories. Some ethical theories
and frameworks should be included in this aspect to realize how they can improve. Some ethical
theories in this perspective are normative ethics, teleology or utilitarianism, deontology, Kantian
ethics and many others. AdviceUK should always act ethically since they do not have any
monetary profits to safeguard them. If their reputation is affected, they will lose their client base
as well. Some of the ways in which they can act ethically are:-

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 AdviceUK should act as per deontological ethical framework. The managers should know
what activities are good and which are bad. Morally and ethically correct options should
always be chosen by attracting customers and convincing them to opt for their services.
Teleological ethical approach should not be used here since it centers round end results or
consequences. It is because AdviceUK managers should advice their clients based on
moral perspectives.
 However, utilitarianism ethical approaches can also be implemented in this scenario. This
ethical approach states about most benefits provided to most people. The nonprofit
organizations always like to provide highest benefits to people they are serving for. All
the issues must be resolved in this case by having knowledge about problems of their
clients. If best outcomes are achieved, it will be highly beneficial for the company as
well.
Conclusion
On a concluding note, it can be said that nonprofit organizations are somewhat different
from profitable organizations. They do not hanker for monetary benefits. This would be highly
important to note that brand reputation and good ethical approaches to business are considered as
most crucial aspects for the company. The chosen company AdviceUK has been a very
successful in their business environment. They provide proper ethical advices to around 500
organizations all across the country from different sectors. This advice is indeed very much
helpful for them to overcome several issues and ethical dilemmas. The marketing strategy
implementations are quite useful for their benefits. Apart from that, some ethical frameworks
have also been discussed here to demote how the organization can comply with these issues
properly. The leaders of the organization should be very much innovative and plan for a better

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future for the organization. Perhaps these things are so very crucial for nonprofit organization
like AdviceUK to survive.

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References and Bibliography
Adviceuk.org.uk. (2019). AdviceUK | is the UK's largest support network for free, independent
advice centres.. [online] Available at: http://www.adviceuk.org.uk/ [Accessed 11 Mar. 2019].
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introduction.
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Fine, S.H., 2017. Marketing the public sector: Promoting the causes of public and nonprofit
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