Marketing Challenges, Opportunities and Best Practices in
the Context of (North Korean) Human Rights Non-Profits
By Gabrie...
Introduction
• Greatest humanitarian
crisis of our time in NK
• More nonprofits
competing for fewer
resources
• My interns...
North Korea’s Human Rights Crisis
Tuesday, March 25, 2014
The fate of
North
Korean
refugees in
China...
Tuesday, March 25, 2014
Escaping the Hermit Kingdom
Tuesday, March 25, 2014
Two calls to action...
Tuesday, March 25, 2014
Statistical Lives
• 200,000 North Koreans have been arbitrarily detained in Soviet-style
gulags and concentration camps; m...
Identifiable Lives
Escaping a life of poverty and persecution, Ji-Yeon one day risked her
life to flee from North Korea to ...
Which pitch compels YOU to donate?
Tuesday, March 25, 2014
Tuesday, March 25, 2014
Storytelling:
The Three-Act Structure
Act I: Learn about the protagonist
Act II: Obstacles and conflict appear
Act III: Ac...
Storytelling:
Visual Power
• Myth 1: benefactor privacy
must be compromised to use
visuals.
• Myth 2: logistical barriers ...
Storytelling:
Visual Power
Jinwoo’s privacy is maintained, and the story
gets told...
Tuesday, March 25, 2014
Tuesday, March 25, 2014
Storytelling for Volunteer Recognition!
Tuesday, March 25, 2014
Branding the
Human Rights NPO
• Not just for the private sector:
31% of intentions to give
money and 24% of intentions
to ...
Social Media:
Perceived Barriers
to Nonprofits
• “No time; no money”
• Reluctance, skepticism from older
board members.
• ...
Social Media:
Use at JFNK
• Excellent SEO, thanks to
integrated social media efforts
and in-person events
• (First Google ...
or...?
Tuesday, March 25, 2014
Conclusion
• More and more NPOs = fierce
competition for limited donations of
time + money
• NPOs need to harness storytell...
Ask me anything!
Tuesday, March 25, 2014
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Marketing Challenges, Opportunities and Best Practices in the Context of (North Korean) Human Rights Non-Profits

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Today, North Korea is experiencing a human rights crisis of unimaginable scope. Even with the United Nation’s recent Commission of Inquiry tackling the situation, many are unaware of North Korea’s various human rights violations. This is much to the dismay of NGOs (non-governmental organizations) working in to raise awareness in this field. In August 2012, I went to Seoul to do a year-long exchange program at Chung-Ang University while simultaneously participating in VIU’s Global Studies Internship Program.

Through the Global Studies Internship Program, I interned at a Seoul-based North Korean human rights NGO called Justice for North Korea (JFNK). At JFNK, I worked in a nonprofit marketing role, promoting our cause through planning events & fundraisers, recruiting volunteers and liaising with various related organizations. Upon returning home to VIU in fall 2013, I completed a 16-page research paper on nonprofit marketing challenges and opportunities, specifically in the context of North Korean human rights NGOs.

I was motivated to participate in this internship and produce the research paper for mainly personal reasons: I believe that the greatest humanitarian crisis of our time is currently occurring in North Korea. Through conducting this research, I wanted to see how NGOs doing work in this field could better market themselves, as many people are unaware of these organizations’ own causes and the North Korean humanitarian crisis in general.

Through my internship experiences and research of various scholarly and professional materials, I found that many (North Korean human rights) NGOs wrongly believe that broadening their marketing efforts will require large investments of time and money, while also potentially infringing on the privacy of individuals their organizations work to aid. Instead, I found that research and best practices show that NGOs can build increased awareness effectively and efficiently without encountering these fears.

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Marketing Challenges, Opportunities and Best Practices in the Context of (North Korean) Human Rights Non-Profits

  1. 1. Marketing Challenges, Opportunities and Best Practices in the Context of (North Korean) Human Rights Non-Profits By Gabrielle Bishop, Fourth-Year Global Studies Tuesday, March 25, 2014
  2. 2. Introduction • Greatest humanitarian crisis of our time in NK • More nonprofits competing for fewer resources • My internship at Justice for North Korea: • Storytelling, branding and social media • Unique challenges and opportunities for NK human rights NGOs Tuesday, March 25, 2014
  3. 3. North Korea’s Human Rights Crisis Tuesday, March 25, 2014
  4. 4. The fate of North Korean refugees in China... Tuesday, March 25, 2014
  5. 5. Escaping the Hermit Kingdom Tuesday, March 25, 2014
  6. 6. Two calls to action... Tuesday, March 25, 2014
  7. 7. Statistical Lives • 200,000 North Koreans have been arbitrarily detained in Soviet-style gulags and concentration camps; many for “political crimes” (ex: reading a foreign newspaper) or via “guilt by association”. • 1/4 children in North Korea are severely malnourished. • 1 million people were estimated to have starved to death during North Korea’s famine of the 1990s. • 30,000-50,000 North Korean refugees live in hiding in China, fearful of forced repatriation by Chinese authorities back to North Korea. Tuesday, March 25, 2014
  8. 8. Identifiable Lives Escaping a life of poverty and persecution, Ji-Yeon one day risked her life to flee from North Korea to China. North Koreans are not considered refugees under Chinese law; instead they risk forceful repatriation if discovered by the authorities. As punishment for leaving North Korea, Ji-Yeon would face torture, imprisonment, sexual abuse and possibly execution. Upon hearing about a safehouse run by undercover South Korean NGO personnel, Ji-Yeon has decided to make the journey across the Underground Railroad, through China, Laos and eventually Thailand. There, the government will grant her safe passage to South Korea. This journey will cost her $2,000. With your support, Justice for North Korea will help fund Ji-Yeon’s journey. Will you donate? Tuesday, March 25, 2014
  9. 9. Which pitch compels YOU to donate? Tuesday, March 25, 2014
  10. 10. Tuesday, March 25, 2014
  11. 11. Storytelling: The Three-Act Structure Act I: Learn about the protagonist Act II: Obstacles and conflict appear Act III: Action peaks; final obstacle is overcome End with your “call to action” Story maximum: 500 words Tuesday, March 25, 2014
  12. 12. Storytelling: Visual Power • Myth 1: benefactor privacy must be compromised to use visuals. • Myth 2: logistical barriers that prevent photography mean no visuals can be used. • Myth 3: stats will “speak for themselves”; no need for a visual/emotional appeal. Tuesday, March 25, 2014
  13. 13. Storytelling: Visual Power Jinwoo’s privacy is maintained, and the story gets told... Tuesday, March 25, 2014
  14. 14. Tuesday, March 25, 2014
  15. 15. Storytelling for Volunteer Recognition! Tuesday, March 25, 2014
  16. 16. Branding the Human Rights NPO • Not just for the private sector: 31% of intentions to give money and 24% of intentions to give time are a direct result of brand image. • NPOs need to use various media forms to develop distinctive competencies. • JFNK: NK refugees in China ◦ NK Gulag (prison camps), PSCORE (refugee resettlement; unification), Free NK Radio (access to outside media), etc. Tuesday, March 25, 2014
  17. 17. Social Media: Perceived Barriers to Nonprofits • “No time; no money” • Reluctance, skepticism from older board members. • “No old people are on Facebook” ◦ False: fastest growing Facebook demographic (2009) was women 55+ ◦ Aug. 2013: 43% of seniors online use Facebook; vs. 13% in Feb. 2013 • Seniors use social media to research nonprofits before donating. Tuesday, March 25, 2014
  18. 18. Social Media: Use at JFNK • Excellent SEO, thanks to integrated social media efforts and in-person events • (First Google result for “volunteer with North Korean refugees”) • Issues arose during spring 2013 (NK nuclear provocations) • Contact/donation requests from all over the world Tuesday, March 25, 2014
  19. 19. or...? Tuesday, March 25, 2014
  20. 20. Conclusion • More and more NPOs = fierce competition for limited donations of time + money • NPOs need to harness storytelling, branding and social media as an integrated marketing strategy • NK human rights NPOs face unique challenges: ◦ Lack of information, media entering/ exiting NK ◦ Must rely on refugee testimony (storytelling) • Barriers are not as big as perceived! Tuesday, March 25, 2014
  21. 21. Ask me anything! Tuesday, March 25, 2014

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