The document discusses promoting a charitable cause, specifically the National Society for the Prevention of Cruelty to Children (NSPCC) Brighton & Hove Business Group. The group aims to develop a strong network of business supporters to raise funds for NSPCC services helping vulnerable local children. Elements of the promotional mix like TV, poster, and personalized letter campaigns were most effective due to reaching large audiences. The NSPCC hoped businesses would provide 20% of donations through sponsorship and cause-related marketing. Microsoft supports NSPCC advertising and fundraising.

1. case on
Non – business
marketing the NSPCC
MALAYSIAN GRADUATE SCHOOL
OF ENTERPERENEURSHIP & BUSINESS
Presented by:
AZHAR NAIMA p14 d487f
SHIVAN SALEEM p15d082f
WIJDAN IBRAHIM p15d088f
AWS SALAH p15d085f
submitted to
Dr. Bidin Chee Bin
Kifli

2. Introduction:
The NSPCC Brighton & Hove Business Group has been created to harness the
enormous goodwill that exists amongst the region’s business community
towards the charity. Its aim is to develop a strong and vibrant network of
business supporters to raise funds for NSPCC services that will directly benefit
vulnerable local children and young people. The group is committed to:
Developing an influential business supporters’ network coordinating
corporate fundraising efforts Growing the group’s membership through
advocacy . Promoting the NSPCC’s ‘Cruelty to children must stop. FULL STOP
message’ Picture posed by model, photography by Paul Close. Registered
charity number 216401 and SC037717 Introducing the NSPCC Brighton &
Hove Business Group The money this group raises will protect children from
abuse and neglect. Voluntary donations made to the group will help fund
vital services operated by the NSPCC.

3. Q1: why is it more difficult to promote a charity or service than a
consumer good such as a Sony Walkman?
The main reason, for a product customer pay price and received
the goods, but for charity, if they pay don't received back anything,
Second reason, if any product or service coming to the market
before itself, people are giving preview about new product and
services, it develops curiosity because they are showing interest.
For the charity, only some body pay attention, most of the people
not showing the interest,
Third reason, for the charity cost going to incorporate and informal
structure based persons, it may lead to corruption, because they
don't maintain proper records for that.

4. Q 2: Which ingredient (s) of the promotional mix might be most appropriate
in promoting a charitable cause? Why?
1- In march 16 : three-week TV and poster campaign began. sixty-second
adverts in the first week were followed by thirty and ten second version. 48-
sheet poster in 3,500 sites delivered 55% national coverage with 21
opportunities per person be seen. 4000 sites for 6-sheets posters were also
used.
2- In March 22: Personalized letters to just under one million existing donors
went out. Delivery of door drop letter and pledge document to 23 million
homes began. Press advertisements appeared, offering an alternative
vehicle for signing the pledge.
Because TV and poster are seen by huge people as well a personalized
letter people pay attention for that this mix better than other promotion mix.

5. Conclusion:
The NSPCC hoped that 20% of its donations would come from
businesses. There were many ways in which businesses could
become involved. The NSPCC develop a special toolkit that
explained some of the sponsorship opportunities and cause
related marketing possibilities.
Microsoft, which sponsors the NSPCC advertising and holds
fundraisers for the charity, is one company that already had links
with the charity. The software business was happy to be
associated with a cause that supports child welfare. The NSPCC
campaign’s scale and use of the promotional mix of ingredients
were certainly impressive and award winning.

7. Recommendation:
The National Society for the Prevention of Cruelty to Children
(NSPCC) is the UK's leading charity specializing in child
protection and the prevention of cruelty to children. The
NSPCC's purpose is to end cruelty to children. We seek to
achieve cultural, social and political change—influencing
legislation, policy, practice, attitudes and behaviors for the
benefit of children and young people. This is achieved through a
combination of service provision, lobbying, campaigning and
public education.
The NSPCC exists to end cruelty to children through a range of
activities which aim to:

8. help children who have suffered abuse overcome the effects of such
harm;
prevent children from suffering abuse.
prevent children from suffering significant harm as a result of ill-treatment;
help children who are at risk of such harm; and
protect children from further harm.
We have teams and projects throughout England, Wales and Northern
Ireland. Their work includes:
Providing telephone support for C&YP via ChildLine. Providing telephone
support for adults concerned about the welfare of a child Providing
support for vulnerable children, young people and their families to help
keep these C&YP safe and well cared for Providing services for children,
young people who need help to overcome the impact of abuse