To analyze the growth of Non Profit Organizations on the digital front.<br />Digital participation of PETA and activities done by them online on social networking websites.<br />Analysis of Marketing Strategy of PETA (Problems and Solutions).<br />
Started its operations in Mumbai in January 2000.<br />Founded by Alex Pacheco in 1980 in Norfolk ,Virginia.<br />Largest organization with 1.8 million members and supporterswith 187 employees.<br />Raises $25 million dollars a year from supporters.<br />
PeTA as a Brand<br />Highly active.<br />PeTA has its presence on most of social media websites like Facebook, Twitter, YouTube, MySpace, Filckr and many more.<br />Lot of Word-of-mouth Initiatives through social platforms.<br />
Present Marketing Strategy<br />Has explored most of the marketing techniques-TVC, Celebrity Endorsements, Print ads.<br />PeTA promotes them<br />online ads, pitching them to bloggers, Web features, providing activists with tool to promote ideas, e-mailers, bulletins on MySpace and updating information on Wikipedia.<br />
Results<br />PeTA has more than 26 years of campaign and media experience.<br />The media promotions helped the network of supporters to grow from 7500 to 150000 through energetic gorilla marketing.<br />
<ul><li>Tactics getting predictable and ineffective.
Shock advertising is failing to connect with the people leading them to criticize the organization.</li></ul>Hiring B class celebrities<br />Outrageous forms of advertising featuring women in vulgar poses also leading to criticism of the campaign.<br />Extreme negativity against non vegetarians.<br />Messaging doesn’t invite or motivate people to join the cause, just limited to creating a sensation.<br />
PeTA should do the following-<br />Move from ‘Don’t’ messages to ‘Think and do’ messages.<br />Passion Groups: “Support the cause that you strongly feel for. Your efforts count.”<br />Pseudo players: “Support in whichever way you can, don’t sit and watch.”<br />Prosumers: “Think…if it makes a difference to society, then support it.”<br />Activists: “Be positive! Make a difference with care.”<br />