1. Leronn Dorsey 2/17/16
Professor Ciavarello Nonprofit marketing
Analytical Paper 1
Nonprofit organizations work to help others in need and a company that embodies this concept
very well is Unicef. Unicef works to give children a fair chance at life and has been doing so for
seventy years. Unicef’s mission is to protect children’s rights, to help meet their basic needs and
to expand their opportunities to reach their potential. Unicef aims, through its country programs,
to promote the equal rights of women and girls and to support their full participation in the
political, social and economic development of their community Unicef believes that children
should have a better world with access to better care that will make a difference is children’s
lives. Unicef fights on many different fronts to do this for children and an example of this is their
fight for gender equality in other countries. This is done by working with other organizations
such as Convention on the rights of children and Convention on the elimination of all
discrimination on women by engaging boys and men in transforming gender relations into a
more equal society.
Since Unicef has been around for so long they have quite an interesting amount of
strengths. Just to name a few Unicef haves long term in-country presence. Programs tailored to
local situations, close working relations with governments, pragmatic, and action oriented
approach to name just a few. (Pragmatic-dealing with things sensibly and realistically in a way
that is based on practical rather than theoretical considerations.) Unicef has also shown that even
thought their company has been out for years they are efficient at adapting with the times. Unicef
has demonstrated that it can make significant changes in strategy and practice albeit slowly.

2. Leronn Dorsey 2/17/16
Professor Ciavarello Nonprofit marketing
(albeit-rather slowly) Unicef haves become an authority on girl’s education as well as
competence in child protection from AIDS and HIV. External communications and advocacy
expanded and become more consistent. Security standards have been introduced and
communications networks strengthened. These are very solid things that would look very
intimidating to other nonprofits who wish to be noticed over such a seasoned and well developed
brand.
Unicef is a really solid company and does not have too many weaknesses so their pros
out weight their cons. Issues that Unicef are currently dealing with are self-image, partnership,
criticizing government, results based management, reporting, accountability, human resources.
Self-image- Unicef has become more active in leading the inter-agency process but this now
makes it a little difficult to be perceived as a company that keeps its distance. Partnership- A lot
of Unicefs goals and strategies make it difficult to build partnerships with more organizations.
Criticizing government- Unicef haves the perception that they are reluctant to deal with
government partners on their policies and practices with children. Results based Management-
Input management is still the dominating model for Unicef and they are working to become a
more results based management model. Reporting- Business information solutions do not focus
adequately on results and are not aligned with donor reporting requirements. Accountability-
Unicef managers are not accountable for results or being rewarded to achieve them. Human
resources-Unicef haves continuing problems such as timely recruitment gaps in technical
competencies and increasing occurrence of staff “burnout”. There are a lot more weaknesses than
what I have shard but what they all seem to point to is that Unicef is a much larger company now
that haves a rough time keeping accountability of everything that their staff is doing. This in turn
causes the perception that Unicef is out of touch with people in local communities.

3. Leronn Dorsey 2/17/16
Professor Ciavarello Nonprofit marketing
It is of course very important to have positive relationships with governments around the
world but it is also important to make people that are not in powerful positions to recognized
your company that can relate to common people. Sources have shown that thought government
relations are great local presence is weak and partner companies feel that Unicef isolates
themselves and have their own agenda. I believe what could fix this is possible working to do
more events where people in other countries can get to know unicef while having fun. A local
bbq or a similar social event that would be popular and tailored to fit each countries culture will
make them happy to enjoy a day of fun as well as touch the hearts and mind of the people. Once
you have people’s hearts they are usually more willing to listen to what you have to say or even
take time out of their days to learn more about Unicef themselves all because the initiative to
meet local people was utilized. Now for Partnered associates I believe that maybe for some
projects that Unicef knew they could take care of on their own still should have been
collaborated on with a few partner corporations. This will keep your partners in the loop of
what’s going on, help build further trust among Unicef as well as partnered companies and allow
you to utilize extra staff for other issues within the company that need to be fixed such as
accountability, keeping in touch with locals in the country and human resources.
One of the issues that Unicef has been having overseas is fighting malnutrition for kids.
There are some countries that are warzones so it is difficult for them to get food to these kids due
to lack of resources. An example of this are many children who are extremely sick and have even
died from malnutrition in the Syrian Arabic Republic. Poor children such as 6 months old
Youssef who is suffering from severe acute malnutrition and diagnosed with fibrosis. (fibrosis-
The thickening and scarring of connective tissue.) Despite the efforts and hard work Unicef puts
in to help the needs are a lot higher than what Unicef can currently provide to help with. A lot of

4. Leronn Dorsey 2/17/16
Professor Ciavarello Nonprofit marketing
funding currently comes from America to try and help support these kids, but more support also
needs to come from other sources around the world as well.
I think what needs to be done that can help is to find a way to connect with people around
the world efficiently. The best medium to do so will probably be a celebrity so I think that a
campaign ran by Kevin Heart will motivate more people to want to support Unicef around the
world. He is a very likeable guy, his comedy shows and movies sell big around the world, he has
a strong presence on social media and does not mind pushing for causes on his twitter and he
already haves a popular campaign promoting fitness that has been so influential and powerful
that even though he is not an athlete Nike still signed with him to work on this campaign. I think
an inspiring commercial from Kevin heart saying “my job as an entertainer is to make better us! I
make you happy with jokes, I keep in shape try to motivate you to do so as well and I donate to
those less fortunate that I know have rough lives, but for 10 cents a day you could help more
malnutrition kids have had lives rougher than yours live to see another day. Now I know how
easy it is to just say no I do so all the time. (Joke skit, scene- Kevin Heart on the phone with his
grandmother. My grandmother calls and says Kevin can I get some money and I yell no and hang
up.) but could you really live with yourself knowing that a kid who has barely lived life is sitting
there on a death bed? I know you can’t because you are all better people than that which is why
you need to check out Unicef.com and find out how you can make a difference.” This message
from Kevin Heart will work because he is already a strong media presence the message is
positive, he is charismatic, he throws a small joke in to lighten the mood but not a joke about the
topic of sick kids that would defeat or contradict the message and he sells that he believes in
others. People who may not even believe in their own morality may take a stand on this issue
now that they feel like Kevin Heart truly believes in what they can do as an individual. This

5. Leronn Dorsey 2/17/16
Professor Ciavarello Nonprofit marketing
commercial will be small, subtle and send all the right messages that will make people consider
helping Unicef help these kids.

6. Leronn Dorsey 2/17/16
Professor Ciavarello Nonprofit marketing
Information Sources
http://www.unicef.org/gender/gender_57317.html
http://www.unicef.org/spanish/evaldatabase/files/Strengths_final_jan_2005.pdf
http://www.unicef.org/infobycountry/syria_83147.html
http://footwearnews.com/2016/focus/athletic-outdoor/kevin-hart-nike-sneakers-jimmy-fallon-
183853/
http://greatideas.people.com/2015/04/23/kevin-hart-workout-fitness-rally-health/
http://footwearnews.com/2016/focus/athletic-outdoor/kevin-hart-nike-work-out-new-york-
180777/