The Amar Foundation was founded 25 years ago to deliver healthcare services to underserved populations in the Middle East. It provides projects in healthcare, emergency aid, and education. In 1991, it launched in response to a crisis in Iraq and has since expanded operations to Lebanon and other countries. It faces issues with needing increased funding to account for higher expenditures and competition from thousands of other UK charities for limited donation amounts each year.

1. AMAR FOUNDATION
Iraq Healthcare Campaign

2. TABLE OF CONTENT
1. Mission, Organization
2. History
3. Financials
4. Management
5. Problem
6. Pestle
7. Competition

3. MISSION ORGANIZATION
• Amar delivers public and
primary healthcare services
to underserved populations
throughout the Middle
East, building on excising
capacity to instill lasting and
sustainable improvements
to public health.
• Founded 25 years ago
• Projects in: healthcare,
emergency aid and
education
• Patron of the organization is
HRH Prince of Wales
• UK and US version
("AMAR Foundation", 2018)

4. HISTORY
• In 1991, the ‘AMAR Appeal’ was launched in response to Saddam Hussein’s
brutal persecution of Shi’ite families in Southern Iraq.
• Between 1993 and 1994, over 28,000 refugees were provided with food,
clothes, water, and emergency supplies such as mosquito nets and cooking
gas.
• In April 1996, at the height of the conflict between Lebanon and Israel,
AMAR commenced work in Lebanon.
• In 2000, AMAR also launched a nurse training program in cooperation with
the WHO
• When American and British forces entered Iraq in March 2003, AMAR teams
quickly followed to rebuild and reopen vital social infrastructure such as
healthcare centers, schools and community centers
• Soon, AMAR also launched a major health program in Lebanon to address
the unfolding healthcare crisis in the wake of the 2006 conflict in the south
of the country
("AMAR Foundation", 2018)

5. FINANCIALS
("Charity overview", 2018)

6. MANAGEMENT
• Baroness Nicholson of Winterbourne
(Chairman)
• Dr. Theodore Zeldin (President)
• Damon Parker (First Deputy chairman)
• Mr Mohammed Al Charchafchi (Iraq
correspondent)
• Chris Frost (Finance)
• M Hayder Hassan Mbchb Frcs (ENG)
Fcem
• Sharlene Hawkes (US)
• Professor David Kerr C.B.E
• Canon Dr. Edmund Newell
• The Rt. Revd. Dr. Alastair Redfern
("AMAR Foundation", 2018)

7. PROBLEM
• The charity needs funding in order to account
for the increasing expenditure
• Funding increased and in order to generate a
positive balance the company needs to receive
further increasing donations
• With several thousands of other charity's in the
UK the organization witnesses a great
competition and only a limited amount of money
people donate per year
• A professional reputation is essential
• Administration cost must be hold as low as
possible
("Charity overview", 2018)

8. PESTEL
Political
• Constitutional monarchy
• Parliamentarian system
• Politically stable
• Influence of Brexit unclear
• Split into national and local
administrations
• well-hidden corruptions
("Transparency International UK", 2018)
Ecological
• GDP of 490,704m ranked 5th in the
world
• Free market
• Growing population
• Increasing economy
• Decreasing Sterling/Euro rate
• Since Brexit also decreasing
Sterling/Dollar rate
("44 charts that explain the UK economy", 2018)

9. PESTEL
Social
• Increasing employment rate
• Multicultural background of inhabitants
• Improved health and well-being of
aging consumers
• Large baby boomer segment
(more info see target audience)
(Key social and cultural drivers of changes affecting trends in
attitudes and behaviour throughout the ageing process and what
they mean for policymaking, 2015)
Technical
• Increasing usage of technical gadgets
• Expertise in science and IT
• Effective laws with regards to
intellectual property rights
(The UK Technology Trends Report 2017, 2017)

10. PESTEL
Environment
• Grazing, air pollution and the forces of climate
change have significantly affected the
mountainous regions of the UK
• Policies were issued aiming at a number of
environmental issues, including lowering carbon
emissions and water conservation due to climate
change influences
• Fresh water supply is decreasing
• Higher risk of coastal flooding
• More people are joining environmental
organizations and become aware of the
environmental problems and risks
(Smith, 2018)
Legal
In 2016 Charities (Protection and Social
Investment) Act 2016, was introduced
with new regulations concerning:
• issue official warnings
• actively disqualify people from serving as
trustees
• extended powers to direct that charity property
be used in a certain way (winding
up and property applied to another charity)
and remove a trustee who is disqualified from
office, without the need to open an inquiry
("NCVO - Charity law and regulation",
2018)

11. COMPETITION
(Top 100 Fundrasing Charities Spotlight, 2017)

12. COMPETITION
(Top 100 Fundrasing Charities Spotlight, 2017)