All non-profit organizations need a marketing communication strategy that will attract donors to their organization. St. Jude Childrens Research Hospital tremendous growth over the years is a clear indication of this assertion. To a large extent, the hospital has consistently won grants and attracted many donors from United States. The organizations mission is clear and straight to the point, which showcases the aim and purpose for its various operations. Without a clear mission, non-profit organizations do not stand a chance in efforts to secure the targeted donors and grants. The mission is the first marketing communication element that shows donors what the organization aims to do, and their purpose for starting it. I believe St. Jude book in the Bible relates to this non-profit since it urges people to have mercy on the individuals who are suffering as the Lord had mercy on us; and have mercy on some who are wavering; save others by snatching them out of fire and have mercy on still others with fear, (New Revised Standard Version Bible, 1989, Jude. 1:23-24).
The marketing communication components presented on St. Judes Children Research Hospital include online presence and direct marketing. Their fundraising initiatives are categorized in various sections. For instance, they have sections for creating an individuals fundraiser, workplace fundraiser, sports fundraiser and school fundraisers. Also, there is a video gamer fundraiser whereby gamers can fundraise money for St. Judes Childrens Hospitals. These options attract donors and potential fundraisers because they present different areas where individuals can fundraise money for the sick children, and gives the purpose and meaning to fundraise for the organization. For example, GuradianCon. has fundraised huge sums of money twice for St. Judes through their gaming convections.
Other fundraisers that work best for St. Jude Childrens Hospital include school fundraisers, whereby campaigns are started in several schools; be it a college, kindergarten or high school. These campaigns help in raising funds for children who are battling chronic diseases, mostly cancer. These fundraiser activities take place in schools through activities such as riding bikes to fundraise for ending cancer in childhood, participating in academic contests, creating and joining clubs in high school that would fundraise for sick children, and creating rallies in college and university campuses for the purpose of raising funds. The school fundraisers have helped immensely by supporting St. Jude and its efforts to aid children in fighting diseases so as to live a life that could be deemed normal (St. Jude Childrens Research Hospital, 2021).
For sport fundraisers, any individual that loves sport activities such as running, cycling at the gym, yoga and walking, biking, golfing or watching football can join any campaign on fundraising for St. Jude. Individuals who participate in these activities buy items such as t-shirts, caps, and headbands to participate in the mentioned activities for the sake of the children. The money collected from the purchased items is wired to St. Jude Childrens Hospital to serve its purpose. Many individuals in the community enjoy participating in such campaigns because they know it is for a good course. Therefore, anytime there is a campaign or rally for golfing, or running to fundraise for a non-profit like St. Jude, individuals turn up, purchase whatever they need for the event and take their time to participate for the greater good. Therefore, the marketing communication used by St. Jude is direct marketing, and it attracts/brings people together to fundraise for their mission.
Workplaces also participate in fundraising events, which brings funds to the organization. Through workplace fundraisers, St. Jude acquires corporate partners who help in fundraising for the organization by holding events and inviting powerful individuals from other corporate firms to participate. The funds collected during such events are given to St. Jude Childrens Hospital to help see their mission through.
New Revised Standard Version Bible (1989). Bible Scripture. https://biblescripture.net/Jude.html
St. Jude Childrens Research Hospital (2021). Finding Cures Saving Children. https://www.stjude.org/
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