Analysis of Change Management Approach for Plastic Oceans Charity

This report examines a change management approach for the Plastic Oceans charity, focusing on raising awareness and funds to combat plastic pollution. The report identifies the organization's goals, which include increasing public awareness about the harmful effects of plastic, raising funds, and modifying marketing strategies. The analysis highlights challenges such as potential disagreements with the fundraising methods and insufficient investor participation. The chosen management approach, Kotter's theory, is detailed, outlining steps such as increasing urgency, team building, and communication. Strategies like social media engagement and positioning the event as both a social responsibility and a fun event are proposed to enhance participation and donations. The report concludes by referencing the effectiveness of these strategies in achieving the charity's objectives, supported by relevant academic references.

Running head: CHANGE MANAGEMENT APPROACH
CHANGE MANAGEMENT APPROACH
Name of the Student
Name of the University
Author Note

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Introduction
Sustainability helps in the proper utilisation of the resource at present and storing
some value for the future as well (Clayton and Radcliffe 2018).Plastics are non-recyclable
and non-biodegradable. It takes a long time to decay. The Plastic Oceans of UK has therefore
planned for the charity program in order to aware the society about the harmful effects of
using such materials and how can people change their consumption in order to make the
environment more healthy and sustainable. Change management is a scientific and systematic
approach that deals with transformation of the goals, objectives, technologies and
processes(Cameron and Green 2015).
Purpose
1. The main purpose is to increase the awareness regarding the impacts of using plastic.
2. To raise enough money to take immediate actions.
3. Tochange the existing marketing plans.
4. To increase the brand participation, engage the participants and increase the quality of
the flyers.
5. To achieve the intended target of funds.
TheIssue
The team has the expectation to collect £400 for the Plastic Oceans and thereafter
aware 100 people about charity’s work. In order to do so they have organised a raffle draw.
The cost of arranging these events along with marketing materials amounts to £522. The
issues that the company is facing in this regard are:
1. Certain individuals will not agree with the purpose of the online raffle and this will
harm the strategic goal of Plastic Oceans.

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2. Not enough participation of the investors as a result of which the required amount of
fund is not obtained.
3. The current marketing plans are not attracting the investors and other participants.
TheManagementApproach
1. Kotter’s theory has been selected from among - Lewin’s Change Management Model,
McKinsey 7 S model, Kotter’s Change Management Theory, Nudge Theory, ADKAR
modeland many such more (Hayes 2018). The stages involved in this approach are –
increased urgency, team building, the vision should be correct, communication, get
things moving forward, short-term goals focus, persistence and change incorporation
(Hornstein 2015).
2. A page in the social media will be helpful. Posts related to sustainability and social
responsibility will be done. The corporates along with few other investors will be
tagged.
3. The youth will be engaged who will spread the message of the corporate
sustainability, environmental pollution and consumption patterns, through word of
mouth.
4. The game and the prizes for the same will be positioned as s fun event rather than an
awareness event.
The Effectiveness
1. The social media posts and promotions will increase the participation by 100% as the
customers are available to see the company’s reactions to those posts.
2. The positioning of the event as social responsibility for the corporates and as a fun
event for the consumers will help in participation as well as the quality of the event.
3. The increased participation will increase the donation received which in turn will
increase the quality of the marketing products like the flyers and banners.

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References
Cameron, E. and Green, M., 2015. Making sense of change management: A complete guide to
the models, tools and techniques of organizational change. Kogan Page Publishers.
Clayton, T. and Radcliffe, N., 2018. Sustainability: a systems approach. Routledge.
Hayes, J., 2018. The theory and practice of change management. Palgrave.
Hornstein, H.A., 2015. The integration of project management and organizational change
management is now a necessity. International Journal of Project Management, 33(2),
pp.291-298.