Marketing Research Report: Nonprofit Charity Membership Analysis

This report provides a detailed analysis of a marketing challenge faced by a local nonprofit charity, 1 Green Planet, which is experiencing a decline in membership renewal and new memberships. The report employs a five-step marketing research approach to understand and address the probl...Read More

MARKETING AND
MANAGEMENT
NAME OF THE STUDENT
NAME OF THE UNIVERSITY
AUTHOR NOTE

INTRODUCTION
• Implementation of Five-Step Marketing Research Approach to help clarify the problem and develop the
strategies for implementation
• The problem identified is a major decline in the membership renewal and new memberships
• The main funding of the local nonprofit charity is derived from the fees collected from the members
• Importance of research in marketing will be discussed

NONPROFIT CHARITY
• The local nonprofit charity selected for this topic is 1 Green Planet, located in Renton, Washington, America
• The organization started its operation in the year 2010
• They are focused in delivering Local and Sustainable 0% waste, 0% landfill and 100% Environmentally Conscious
• The organization aim in providing free recycling to every people on Earth
• Our operations and programs are funded through the recycled materials

1 GREEN PLANET AND THEIR ENGAGEMENT
• The motto of this organization is Save Time, Sane Money, Save the Planet
• The time and disposal costs are saved by picking up loads over 500 lbs. for absolutely free of cost
• They are able to establish themselves as a role model in maintaining sustainability and ethics
• The organization also helps to protect sensitive information by securely destroying your data

IMPORTANCE OF RESEARCH
• The 5 Step marketing research will be used by this organization
• The steps include: Define the Problem, Develop the Research Plan, Collection of Data,
Analyze the Collected Data and Take Action
• Market research is the backbone of the business decisions
• Importance of market research helps the business enterprises to point out the opportunities nd
make rational decisions by using the collected data
• It helps to provide the correct decision for the service and the product

DEFINE THE PROBLEM
• This is the most important step in this tool
• The problem identified is a major decline in the membership renewal as well as new memberships
• The main funding of the local nonprofit charity is derived from the fees collected from the members
• It is threatening the sustainability and growth of the organization of 1 Green Planet
• Implementation of awareness programs need to be taken
• Students and Senior Citizens need to be involved more in numbers

DEVELOP THE RESEARCH PLAN
• After identification of the problem, it is necessary to develop and design the research plan
• Surveys will be performed among the existing members, which will help to address the issues with them
• Online research will also be done on the social media platforms of the organization
• Interviews can also be conducted on some senior managers of local renowned organizations to find out the
possible ways to engage them in future as new members or sponsors
• Identification of decline in renewals and fresh memberships will help 1 Green Planet to develop the plan

ANALYZE THE COLLECTED DATA
• The collected data from different sources need to be analyzed
• 1 green Planet will be able to know about the exact issues of the existing members
• It will also help to address the issues of other people who are not willing to help the social cause performed
by them
• Innovative ideas may need to be implemented by the organization to fetch more sponsors and money to carry
on their operations
• Without funds, it is impossible to recycle the wastes which are disturbing the ecological balance

TARGET MARKET
• The target market will be the high school or university students, along with their teachers and professors
• The professionals from the corporate world along with the senior level managers can also be targeted
• Social workers will be another major group who can be active members of 1 Green Planet
• They can also tie up with other local NGOs, to reduced the waste from the earth and make a better place to live in
• Corporates and local political bodies can be made sponsors to perform recycling of the collected wastes

SERVICE DIFFERENTIATION
• It can be termed as the delivery and design of a service to possess valuable and unique features relative to
other services in the market place
• It helps to differentiate between one service from the others by its unique or salient features
• Innovative forms of membership offers need to be produced in the market
• Local heroes can be made brand ambassadors, who can be from different backgrounds

POSITIONING 1 GREEN PLANET
• The organization have to attract more people, as their members
• Differentiation will help to identify this organization among other nonprofitable charity
• It will help to increase the recycling of wastes by the organization
• It will help to reduce the gap between convenience and ethics
• Free and live membership for senior citizens and students

REFERENCES
• David, M. E., David, F. R., & David, F. R. (2017). The quantitative strategic planning matrix: a new
marketing tool. Journal of strategic Marketing, 25(4), 342-352.
• Miquel-Romero, M. J., Caplliure-Giner, E. M., & Adame-Sánchez, C. (2014). Relationship marketing
management: Its importance in private label extension. Journal of Business Research, 67(5), 667-672.
• Opatha, H. H. P., & Arulrajah, A. A. (2014). Green human resource management: Simplified general
reflections. International Business Research, 7(8), 101.
• Sahin, D., Gungor, V. C., Kocak, T., & Tuna, G. (2014). Quality-of-service differentiation in single-path and
multi-path routing for wireless sensor network-based smart grid applications. Ad Hoc Networks, 22, 43-60.
• Tulung, J. E., & Ramdani, D. (2018). Independence, size and performance of the board: An emerging market
research. Corporate Ownership & Control, 15(2).