E-Marketing Report on Oxfam: Strategies, Target Audience, and Tools

This report provides an in-depth analysis of Oxfam's e-marketing strategies, focusing on how the organization utilizes social media platforms, particularly Facebook and Twitter, to communicate its mission, raise funds, and engage with its target audience. The report explores the use of various e-marketing tools and media, including statistical data on the reach and impact of Facebook and Twitter campaigns. It also examines the segmentation of the target audience, including millennials and donors, and the challenges faced by Oxfam in maintaining its reputation and securing funding. The report delves into the organization's background, its competitors, and the impact of past controversies on its public image. Furthermore, it discusses the importance of e-marketing in today's world and provides insights into the factors influencing the selection and implementation of e-marketing strategies within the organization.

E-MARKETING
REPORT

Executive Summary
E-Marketing is a method that involves building communication with individuals so as to
deliver information about the vision and mission of company to customer as well as clients in
order to ensure healthy relationship with them. This report is based on Oxfam which is a
charitable organisation working for providing quality standard of living to people along with
working for upliftment of socially backward persons or women. Also, the volunteers of the
organisation work for eradication of poverty from the world and carry out humanitarian work
and programmes related to disaster management. This report examines how the e-marketing
media and tools assist the corporate leaders in today’s world. Also, it is concerned with
marketing management and mainly includes concepts, strategies, tools and factors affecting the
implementation of e-marketing tools in the operations of entity. In today’s scenario, just looking
inside the operations of business is not enough, it is also essential to consider the broader
perspective and develop strategies that can deliver the message or appeal of company to public.
This is often done with the objective of ensuring sustainability of business in long run.

Contents
Executive Summary.........................................................................................................................2
1.0 Introduction................................................................................................................................4
1.1 Organisation background.......................................................................................................4
2.0 e-Marketing Strategies Media and Tools...................................................................................6
2.1 Facebook................................................................................................................................6
2.1.1 Statistical information.........................................................................................................6
2.2 Twitter....................................................................................................................................7
2.2.1 Statistical information.........................................................................................................8
3.0 Target audience..........................................................................................................................8
3.1.1 Audiences 1.........................................................................................................................8
3.1.2 Audiences 2.........................................................................................................................9
3.2.1 Facebook (spam) Usability, Accessibility, and standards, relevance content and search,
entertainment................................................................................................................................9
3.2.2 Twitter (Assess something they post on Twitter) DRIP differentiate, Reinforce, Inform,
Persuade.......................................................................................................................................9
Conclusion.....................................................................................................................................10
Recommendation...........................................................................................................................10
References......................................................................................................................................11

1.0 Introduction
E-marketing is a technique that involves creation of networking channels with clients and
customers so as to communicate and deliver the valuable messages about the entity and building
long term relationship with them. This helps in maintaining as well as increasing the profitability
of business by ensuring that the marketing targets and deliverables are achieved(Chapleo, 2015)
(Constantinides, 2014). The present report is based on Oxfam which is a confederation
comprising of 20 independent charitable organisations headquartered in England, United
Kingdom. This report includes the major factors and challenges that influence the selection of e-
Marketing media and tools. Also, it gains an insight into the issues faced by practitioners that
affect the implementation of e-Marketing strategies. Along with that, various approaches to
analyse the target audience and online customer journey is discussed.
1.1 Organisation background
Oxfam, a group of 20 charitable organization who focuses on the poverty, and put their
efforts for funding them so to make their life easier by fulling the basic necessities such as food
to eat, cloth to wear and home to live. OXFAM is an international non governmental
organisation founded in 1942. It is an alliance of 20 independent charitable organisations that
focuses on reducing global poverty. Winnie Byanyima is present CEO of this international
organisation. Joe Mitty was first employee who worked for this charitable organisation in
Oxford. He distributed donated clothes and introduced the policy to sell anything which people
were donating. In the year 1963 first overseas committee was found in Canada and in 1995 it was
founded by independent non governmental organisations and named it OXFAM International.
OXFAM believes that poverty is avoidable and it can be removed by human actions (Dlodlo and
Dhurup, 2013). OXFAM believes in universality of human rights and focuses on following rights
to be given to all poor people:
 Right to basic social services
 Right to life and security
 Right to sustainable livelihood
Competition of OXFAM:
OXFAM operates as an non profitable organisation which runs worldwide to fight against
poverty and poor people. It has been working since 1942 and is a well known charitable

company which is helping sufferers and needy people. There are competitors of OXFAM who
are working for social cause worldwide like them. The main competitors of this organisation are
listed below:
Save The children: It is biggest rival of OXFAM. It fights for children rights all across
the world. It provides rights which are enforced by UN declaration of the right of child. It helps
in protecting children from violence and war.
Australian Red Cross: It is a charitable organisation which provides human aid and
community service. This organisation believes in helping people without knowing who the
person is or which religion he belongs to. It helps people when emergency occurs like natural
calamities.
Guide Dogs: This is an organisation which guides dogs to provide support and assistance
to blind people. Basically guide dogs are trained dogs which are given trainings to help blind and
visually impaired people. They give confidence and friendly environment to such people
(Powers, 2014).
Literature Review:
As per the views of Sargeant and Jay, (2014), OXFAM is biggest Britain NGO which
provides financial aid to various needy people around the world. These charitable companies
require flexible funds to operate effectively to tackle poverty around the world. OXFAM was
funded by a five year Programme Partnership Arrangement (PPA) and a four year Sida
Humanitarian Partnership Arrangement (HPA). Apart from this it has volunteers who collect
donations from rich businessmen, politicians, celebrities, and common people who are willing to
donate and help poor people. But a disaster happened last year in the organisation in which
OXFAM has to fire four of its employees as they were involved in sexual misconduct. OXFAM
is accused of covering up their staff who have hired sex workers in the organisation. Apart from
this few staff members were involved in sexual abuse of female volunteers and children.
Organisation fired those staff members instantly but this case ruined image of OXFAM
around the world. After this International development secretary stopped government funding.
This led to decline in trust of people and it was difficult for OXFAM to collect appropriate funds
to provide aid to poor people. Because of mistake of few bad people whole organisation's
reputation declined. After such happening OXFAM is still struggling to improve it's image in
front of people and expect them to know about projects to help needy people. It has been very

difficult to convince people to trust the organisation again and provide donations and funding for
projects. OXFAM has initiated campaigns, street shows and circulated presentations, online
videos, cases to people in order to make people understand sufferings of needy people. After this
case OXFAM took special care to protect its employees and female staff from being abused.
Rules and regulations for people in organisation were changed and women were allowed to
speak up freely if they experience threat from somebody (Sheikh, 2015).
2.0 e-Marketing Strategies Media and Tools
Oxfam uses many strategies to promote their efforts, spreading awareness about poor
people and raise funds to improve in their life, it uses e-marketing strategies media which is as
follows :-
2.1 Facebook
Facebook is an online social-media portal help in adding millions on a common platform
across the world, which is based in Menlo Park, California and founded by Mark Zuckerberg.
Facebook plays a vital role in promoting and raising funds for Oxfam by using advert on it, as to
improve the life of poor people. It is low cost marketing strategy which share the appropriate
given information about the business, help in promoting the pictures and videos and spread
awareness about the given information (Sheikh, 2015).
Oxfam uses it in promoting the information by adopting the psycho-graphic segment
which works in dividing the people in some appropriates traits such as attitude, interest and the
lifestyle of consumers. It help in focusing at the specific targeted group. Oxfam took the group
of Millennials who lies in between 22 to 36 in 2018 which has more interest in donating fund for
the poor or needy people. Interest is a trait which help in specifying a particular group of people
as Oxfam focuses on exporters, doctors, businessmen who has the interest and capability to
donate more.
2.1.1 Statistical information

The statistical information defines how Facebook is helping in spreading information, as
seen in the Illustration 1. where social media channels are on vertical side and daily reach
reflects on horizontal side. Facebook on the top most shows the reach of 51% after completing
several times a day, 23% about once a day and 25% less often. This net daily reach to 74% by
Facebook shows the growth of Oxfam (Wilshaw and et. al., 2015).
2.2 Twitter
Twitter is an online social-media portal on which millions of people get connected by
posting different news and messages in the form of tweets. 140 characters is the limit while
writing tweets and it spread the given information by using advert on it. It is founded in the year
2006 at San Francisco, California, United States by Jack Dorsey. Twitter help in spreading the
information in many ways such as -@ which indicates the identity of a particular person, -Hash-
tags (#) which gives a special attraction of people towards the particular word and can make the
tweet searchable.
Oxfam uses it in many ways and posted videos, pictures with the link and by using #
hashtags at the peak times, such as 7.30am, 1pm and 6pm to spread more. Providing useful
information to their followers so to get the fund and spread awareness in between the people is
the first and foremost part of Oxfam.
Ill
ustration 1: Impact of social media
Sources: Social Media Use in 2018.

Along with this, Oxfam works on demographic segmentation while using twitter to
spread the information which particularly specify an age group, religion, size of a family, income
level and their education (Valos and et. al., 2016). It uses an advert which occurs low cost and
spread the awareness to the maximum people more accurately.
2.2.1 Statistical information
(Source: Leading countries based on number of Twitter users as of January, 2019)
The Illustration 2 defines the impact of twitter on engaging people for spreading
awareness. The vertical side shows the different countries and on horizontal side explain the
reaches in millions. It tells highest reach which goes to 72.3 millions people and spread the
awareness amongst different people.
3.0 Target audience
3.1.1 Audiences 1
Over the years, Facebook has made a range of modifications which has helped them in
becoming an effective and efficient social media tool for every single business organisation in
order to grab a good position at marketplace. In present case, Oxfam, targeted the individuals
based on their values and interests towards vulnerable, handicapped and people that are coming
below poverty line not just in United Kingdom but in other nations as well. Here, Oxfam has
targeted the donor based on using psycho-graphical approach of segmentation. There are a range
of people that basically looks forward to do something for others. Due to lack of time from their

own personal busy life, people do not gets time for doing a few little things for others with their
own interests. Thus, it can be said that, company would
Since, Oxfam has faced a range of problems like the superiors of a community in Oxfam
brought themselves into sexual act, which impacted immensely on their reputation. In order to
gain the lost respect, where donor stopped investing at workplace.
3.1.2 Audiences 2
As non profit organisations, NGO's rely on various sources for funding projects,
operations and salaries. It is important for any non governmental organisation's success and
existence to initiate fund raising efforts. There are several funding sources such as philanthropic
foundations, memberships and private donations. Millennials are Individuals whose age is
between 22 to 36 and having enough money to help others are targeted by charitable
organisations for seeking donations. Such people should sufficient money to achieve their
personal needs as well as help other poor people too. OXFAM searches for such kind of people
to provide charity for different projects and campaigns.
3.2.1 Facebook (spam) Usability, Accessibility, and standards, relevance content and search,
entertainment
Facebook is used for searching millennials who can provide charity for such
organisations. Such non government organisations use Facebook to aware millennials about
their projects and plans for helping poor people. It is a perfect way to grab attention of such
millennials as they fall under age group who can be contacted through such site. Impactful
pictures and videos can be uploaded to Facebook pages to show actual suffering of poor people.
Links to donate or provide kind help to these people is available on Facebook page. All relevant
information about present and future projects initiated by OXFAM are present on FB page. FB
helps to create awareness and make people feel noble cause to help needy people. It is easy way
to connect with people, entertaining content and keeps up latest news of OXFAM projects.
3.2.2 Twitter (Assess something they post on Twitter) DRIP differentiate, Reinforce, Inform,
Persuade
Twitter is another social networking site which is used to aware people about operations
of any organisation. Being a non governmental organisation it is important for OXFAM to
promote its projects and campaigns to attain appreciation from people. OXFAM uses blogs to

circulate information to other people and take help from rich people. This is an effective way to
reach to millennials who can help in providing financial aid. As every non profit organisation
requires regular funding to keep on working and helping poor people such type of blogs and
social sites help to communicate with world and make others participate in noble causes. When
OXFAM suffered due to the case of sexual misconduct twitter was used as medium for
apologising to people (Wilshaw and et. al., 2015).
Conclusion
From the above report, it can be concluded that E-marketing is an effective marketing
technique adopted by practitioner of an organisation to reach the target audience and
communicate the message of company to a wide base of people. Also, it is analysed that
maintaining healthy relationships with target audience helps in getting the support from right
people at the right time and delivering the purpose for which entity functions. Furthermore, it can
be observed that there are various factors that influence the selection of e-Marketing media and
tools in business. Along with this, it can be said that segmentation based approach could help an
entity to identify the target audience and tap the advantage of building communication with
them.
Recommendation
With the help of above mentioned information, it is being recommended that, using e-
marketing approaches like Facebook, Instagram, Twitter and so on are some of the approaches
that could lead a charity trust in building effective relations with public (donor and clients).
Along with this, if it is talked about Facebook, approximately 2.32 billion are being considered
as monthly active users, that means adopting this tool would aid a charitable trust like Oxfam in
grabbing attention of donor. Away with this, 321 million people at global level on monthly basis
stays online on which means, it is required for Oxfam to use Twitter as well for their online
promotions. Through this, company could target a good range of donors in all over the world in
specific time frame. Along with this, incredible convenience of marketing online is one of the
biggest advantages of internet marketing. The internet has extremely easy accessibility with
consumers using the internet and reaching markets anywhere in the world. Because of this,
purchasing goods from across borders now reduces the cost of transportation.

References
Books and Journals
Chapleo, C., 2015. Brand ‘infrastructure’in nonprofit organizations: Challenges to successful
brand building?. Journal of Marketing Communications. 21(3). pp.199-209.
Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and
behavioral sciences. 148. pp.40-57.
Dlodlo, N. and Dhurup, M., 2013. Drivers of e-marketing adoption among small and medium
enterprises (SMEs) and variations with age of business owners. Mediterranean Journal
of Social Sciences. 4(14). p.53.
Powers, M., 2014. The structural organization of NGO publicity work: Explaining divergent
publicity strategies at humanitarian and human rights organizations. International
journal of communication. 8. p.18.
Sargeant, A. and Jay, E., 2014. Fundraising management: analysis, planning and practice.
Routledge.
Sheikh, S., 2015. Analyzing the Role of Marketing for Fundraising and Improved Performance
across Charities in United Kingdom.
Valos, M. J. and et. al., 2016. Exploring the integration of social media within integrated
marketing communication frameworks: Perspectives of services marketers. Marketing
Intelligence & Planning. 34(1). pp.19-40.
Wilshaw, R. and et. al., 2015. In Work But Trapped in Poverty: A summary of five studies
conducted by Oxfam, with updates on progress along the road to a living wage.
Online
Social Media Use in. 2018. [Online]. Available
through:<http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/>.
Leading countries based on number of Twitter users as of January. 2019. [Online]. Available
through:<https://www.statista.com/statistics/242606/number-of-active-twitter-users-in-
selected-countries/>.