Ekaterini Kyriakou_ Final Project

Effective Marketing Strategy for promoting the non – profit environmental
organization“Enalia Physis Environmental Research Centre” and ways to
increase public awareness for its activities.
A Project
Submitted to the Cyprus International Institute of Management
By
EKATERINI KYRIAKOU
In Partial Fulfilment of the Requirements for the Degree of
Master of Science in Management
June 2016

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Acknowledgements
To complete this project I had valuable help from other people whom I would like to thank.
Firstly, my project supervisor Olga Kandinskaia and the board members of Enalia Physis NGO; Antonis Petrou,
Louis Hadjioannou and Iakovos Tziortzis, who provided me with valuable help and comments to be able to
proceed with my work and research. Furthermore, I would like to thank Eleni Karagiorgi who accepted to be
interviewed and help me with my work. Also I would like to thank all the people who completed my
questionnaires because without their contribution the results and paper would not be accurate and my family
who helped me find people to complete the questionnaires. Then, I should also thank Maria Meletiou
Mavrotheri for helping me with SPSS. Additionally, I would like to thank all my professors for the precious
knowledge and information they have transmitted to me.
Finally, I would like to thank Youtube for all the free music it provided me throughout this process.

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Executive Summary
This project is concentrated on the NGO Enalia Physis and aims at identifying effective ways of promotion of
this environmental non – profit organization. The project focuses on Enalia Physis but the objective is to
provide data and propositions that would help the modernization and optimization of the promotional activities
of other NGOs as well.
To reach conclusions and make propositions I have made a research on the marketing ideas that successful
international and local organizations use in other countries but also by businesses, as business-structured
organizations are believed to work more effectively and have better results.
Furthermore, I have interviewed an active young volunteer in university and local organizations, Eleni
Karagiorgi to get an insight view of the problems and trends that non – governmental organizations of Cyprus
are into. Additionally, I have distributed a questionnaire to more than one hundred people that live in Cyprus to
see people’s view on the promotional activities of NGOs and their preferences and needs, as people are essential
supporters to the work of NGOs. Enalia Physis, is a scientific organization and the main goal is not to aim at
donations to accomplish its goals, however it is aiming to gain more publicity and become more known to
attract funds for researches.
As it comes out from the research, people in the age group of people under 40 years old in Cyprus, are not very
interested about environmental NGOs as it is almost last, one place before animal NGOs. In contrast people
over 40 are quite interested in environmental NGOs. All age groups however, unsurprisingly like or love the
sea and most of them would like to have more information about sea life and sea environment. Therefore the
main conclusion is that the initial branding of Enalia Physis should be as a maritime/ sea life organization.
Defining oneself is the first step for a good marketing strategy. Then to define the best methods to approach the
suitable target group a series of answers and other data were analyzed and at the end of the thesis there are some

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propositions that respond to the general and financial needs of Enalia Physis. However, you can find several
ideas in the analysis.
Some interesting facts retrieved from the quantitative analysis:
 Social media channels are very popular in people’s everyday life in Cyprus, but some others are not
popular even at young ages, such us twitter and instagram.
 Sadly, the percentage of people that do not know or are not sure of what an NGO really means, is quite
high (almost 40%).
 Both age groups (less than 40 and more than 40) stated that the main reason they don’t help an NGO is
because there is not enough promotion.
 Many people especially students and people under 30 are willing to give their time to NGOs but it seems
that there are not adequate incentives to motivate and encourage them to actively participate.

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Table of Contents
Acknowledgements.................................................................................................................................................................1
Executive Summary.................................................................................................................................................................2
List of Tables ..........................................................................................................................................................................7
List of Figures.........................................................................................................................................................................8
1. Chapter 1: Introduction.....................................................................................................................................................14
1.1 The aim of the thesis...................................................................................................................................................14
1.2 Overview of “Enalia Physis” .....................................................................................................................................14
1.3 Background analysis ...................................................................................................................................................14
1.4 Need/opportunity for the research...............................................................................................................................15
1.5 Research Questions.....................................................................................................................................................15
1.6 Research Plan..............................................................................................................................................................16
2. Chapter 2: Situation Analysis ...........................................................................................................................................17
2.1 Promoting ideas NGOs currently use..........................................................................................................................18
2.1.1 Events and Campaigns.........................................................................................................................................18
2.1.2 Website and Blog.................................................................................................................................................19
2.1.3 Social Media....................................................................................................................................................20
2.1.4 Storydoing .......................................................................................................................................................29
2.1.5 Photos ...............................................................................................................................................................30
2.1.6 Videos ...............................................................................................................................................................36
2.1.7 Email and Text messaging ...........................................................................................................................37
2.1.8 Partnerships .....................................................................................................................................................39
2.1.9 Wikipedia .........................................................................................................................................................41
2.2 (Low Cost) Marketing used by businesses..................................................................................................................46
2.2.1 Google local (My business) [23].................................................................................................................46
2.2.2 Use of the vehicle of the company/ employees ......................................................................................47
2.2.3 Direct mail .......................................................................................................................................................48
2.2.4 Competitions ...................................................................................................................................................48
2.3 Digital marketing ........................................................................................................................................................49
2.3.1 SEO....................................................................................................................................................................49
2.3.2 Google alerts ...................................................................................................................................................49
2.4 Creative ideas .........................................................................................................................................................50

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2.4.1 From NGOs..........................................................................................................................................................50
2.4.2 From businesses...................................................................................................................................................54
2.5 Enalia Physis current ways of promotion....................................................................................................................59
2.5.1 Facebook page......................................................................................................................................................59
2.5.2 Webpage...............................................................................................................................................................61
2.5.3 Press.....................................................................................................................................................................64
2.6 Cause...........................................................................................................................................................................65
2.7 Competitive advantage................................................................................................................................................67
3. Chapter 3: Research Methodology....................................................................................................................................67
3.1 Interview (Qualitative Research) ................................................................................................................................67
3.2 Satisfaction of Research Purpose................................................................................................................................68
3.2.1 Background..........................................................................................................................................................68
3.2.1 Research Purpose.................................................................................................................................................68
3.2.2 Research Questions..............................................................................................................................................69
3.2.3 Target population.................................................................................................................................................69
3.2.4 Survey methods....................................................................................................................................................69
3.2.5 Attributes – Questionnaire Sequence...................................................................................................................69
3.3 Questions of the Survey..............................................................................................................................................70
4. Chapter 4: Analysis of Research Findings........................................................................................................................75
4.1 Interview .....................................................................................................................................................................75
4.1.1 Lack of information .............................................................................................................................................75
4.1.2 Most important channels of promotion................................................................................................................75
4.1.3 Networking...........................................................................................................................................................76
4.1.4 Operations Management ......................................................................................................................................76
4.1.5 Specific advertisements........................................................................................................................................76
4.1.6 Economic crisis....................................................................................................................................................76
4.1.7 Partnerships..........................................................................................................................................................77
4.1.8 Volunteers............................................................................................................................................................77
4.2 Questionnaires Analysis..............................................................................................................................................77
4.2.1 Social Media ........................................................................................................................................................78
4.2.2 Digital Means.......................................................................................................................................................79
4.2.3 NGOs ...................................................................................................................................................................80
4.2.4 Learning about NGOs ..........................................................................................................................................81
4.2.5 Appealing NGOs..................................................................................................................................................83

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4.2.6 Helping an NGO ..................................................................................................................................................84
4.2.7 Type of help .........................................................................................................................................................85
4.2.8 Enalia Physis........................................................................................................................................................87
4.2.9 Sea........................................................................................................................................................................88
4.2.10 Demographics ....................................................................................................................................................89
4.2.11 Combined analysis – age groups........................................................................................................................91
Chapter 5: Conclusions and Recommendations..................................................................................................................102
5.1 Key Research Findings .............................................................................................................................................103
5.2 Low Cost Propositions..............................................................................................................................................104
5.2.1 First proposition:................................................................................................................................................104
5.2.2 Second proposition:............................................................................................................................................108
5.3 Medium Cost Propositions........................................................................................................................................108
5.3.1 Third Proposition: ..............................................................................................................................................108
5.4 Larger Scale Propositions .........................................................................................................................................110
5.4.1 Fourth Proposition: ............................................................................................................................................110
5.5 Propositions: Summary............................................................................................................................................111
References...........................................................................................................................................................................112
Books and Articles..........................................................................................................................................................112
Web Resources................................................................................................................................................................112
Appendices..........................................................................................................................................................................115
Appendix A – Internship at Enalia Physis NGO....................................................................................................................115
Appendix B – Volunteer opportunity...............................................................................................................................117
Appendix C – Interview....................................................................................................................................................118
Appendix D – Questionnaire............................................................................................................................................128
Appendix E – Guide .........................................................................................................................................................140
GUIDE: Beginners’ guidelines for the tools proposed ...............................................................................................140

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List of Tables
Table 1. Key Research findings 103
Table 2. First proposition, Low Cost Propositions. 104
Table 3. Second proposition, Low Cost Propositions. 105
Table 4. Third proposition, Medium Cost Propositions. 106
Table 5. Summary of Propositions 107

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List of Figures
Figure 1. Europa Donna Pink Figurettes 18
Figure 2. Europa Donna Buy Products Online 19
Figure 3. Share Presentations on SlideShare (Linkedin) 20
Figure 4. One (NGO) Twitter Page 21
Figure 5. One Get Inspirational with Hashtags (Twitter) 22
Figure 6. WWF Denmark, #LastSelfie Campaign, Hashtag usage 23
Figure 7. One International, Inforgraphics 24
Figure 8. WWF, World Wildlife, Infographics 24
Figure 9. Amnesty International, Facebook Page, Infographics 25
Figure 10. Amnesty International, Facebook Page, Infographics 26
Figure 11. Twibbon, Tool to add to Social Media profile picture a badge for your NGO 27
Figure 12. Twibbon Tool, Create a Free Campaign 27
Figure 13. Oxfam International, Twitter Page 28
Figure 14. Unicef, Linkedin Company Profile 29
Figure 15. One, Facebook Timeline, Story Publication 30
Figure 16. American Society for the Prevention of Cruelty to Animals (ASPCA NGO), Facebook Profile, Use
of Photos, Group of Volunteers 31

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of Photos, Volunteers in Action 32
of Photos, Children Volunteers 33
of Photos, Children Volunteers 34
Figure 20. WWF, use of photos 35
Figure 23. Youtube Nonprofit programme 37
Figure 24. Doctors Without Borders, Facebook Page, WhatsApp option 38
Figure 25. St Jude Partnership with HSN, Tweets 39
Figure 26. Unicef Webpage, Partnership with Pampers 40
Figure 27. Europa Donna Cyprus, Partnership with Swarovski, Facebook Page 41
Figure 28. Doctors Without Borders, Wikipedia Page, appears on Google when you search the NGO 42
Figure 29. Unicef, Wikipedia Page, appears on Google when you search the NGO 42
Figure 30. Oxfam, Wikipedia Page, appears on Google when you search the NGO 43
Figure 31. WWF (World Wide Fund for Nature), Wikipedia Page, appears on Google when you search the
NGO 43
Figure 32. List of NGOs in Cyprus, Wikipedia in English 44

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Figure 33. Environmental Organizations Based in Cyprus, Wikipedia List in English 45
Figure 34. NGOs in Cyprus, Webpage 45
Figure 35. Google Business 47
Figure 36. Rafflecopter, Web Tool for Content Management 48
Figure 37. Google Alerts 50
Figure 38. Earth Hour, WWF Australia, annual event 51
Figure 39. WWF campaign, #EndangeredEmoji, Twitter 51
Figure 40. WWF campaign, #EndangeredEmoji, Twitter 52
Figure 41. Quiz, British Humanist Association, Humanism org UK 53
Figure 42. ALS Ice Bucket Challenge, Bill Gates, Forbes Article 53
Figure 43. Belo Mosaic for One Drop Foundation 54
Figure 44. Bora Bora Flip Flop company, Guiness World Record, most people buried in sand simultaneously,
Guiness World Records official website 55
Figure 45. Bora Bora Flip Flop Company, Guiness World Record, most people buried in sand simultaneously,
Ecuador Times 56
Figure 46. Toyota Cyprus, Guiness World Record, Largest Parade of Toyota Cars, Guiness World Records
official website 57
Figure 47. Games for Change, Spent Game, Durham 58
Figure 48. Games for Change, SITP Game, Colombia 58

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Figure 49. Enalia Physis, Facebook Page, Timeline 59
Figure 50. Enalia Physis, Facebook Page, Information 60
Figure 51. Enalia Physis, Facebook Page, Photos 61
Figure 52. Enalia Physis Webpage, Homepage, Sections: Educational Initiatives, Student Traineeships 62
Figure 53. Enalia Physis Webpage, Homepage 62
Figure 54. Enalia Physis Webpage PROS: Logo, Links to Social Media Accounts, RSS, Subscription 63
Figure 55. Enalia Physis Webpage, Friend of Enalia Physis Online Application Form 64
Figure 56. Enalia Physis Webpage, Media Covarage 65
Figure 57. Enalia Physis, Webpage, Environmental Research Center. 66
Figure 58. Social Media Use 78
Figure 59. Social Media Account 78
Figure 60. Use of Digital means 79
Figure 61. Awareness of the respondents about NGOs 80
Figure 62. Preferred channels for learning about NGOs 81
Figure 63. Appealing NGOs 83
Figure 64. Preferred ways for helping an NGO 84
Figure 65. Type of Help 85
Figure 66. Reasons for not helping 86
Figure 67. Awareness about Enalia Physis 87

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Figure 68. Love for the sea 88
Figure 69. Interest of the respondents for sea life 88
Figure 70. Gender of Survey Respondents 89
Figure 71. Age of Survey Respondents 89
Figure 72. Region that the Survey covers 90
Figure 73. Status of Survey Respondents 90
Figure 74. Social Media Account in Cyprus – Age Groups 91
Figure 75. Social Media in Cyprus – Age Groups 92
Figure 76. Digital Means in Cyprus – Age Groups 93
Figure 77. More appealing categories of NGOs in Cyprus– Age Groups 94
Figure 78. NGO Preferences – less than 40yrs 95
Figure 79. NGO Preferences – more than 40yrs 95
Figure 80. Potential Volunteer 96
Figure 81. Ways of help 97
Figure 82. Ways of help – less than 40yrs 98
Figure 83. Ways of help – more than 40yrs 98
Figure 84. Type of help 99
Figure 85. Why respondents would not help 99
Figure 86. Reasons for not helping– less than 40yrs 100

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Figure 87. Reasons for not helping– more than 40yrs 100
Figure 88. Love for the sea 101

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1. Chapter 1: Introduction
1.1 The aim of the thesis
The objective of this project is to make a market research to identify and propose effective ways and campaigns
to promote the “Enalia Physis” non – profit organization, an environmental research center that focuses on the
marine environment and its protection.
1.2 Overview of “Enalia Physis”
In 2009 a group of scientists, mostly biologists (with different specializations) have established a non -
governmental organization called “Enalia Physis” which is an environmental research center. The purpose of
this nonprofit research center is to conduct and promote environmental research in marine, freshwater and
terrestrial ecosystems, but as one of the founding members (M. Antonis Petrou) said during our meeting, if the
general public is not aware and informed of their researches and activities, they lose value. Therefore, they also
aim to encourage and enhance education and ecological awareness of the general public.
1.3 Background analysis
Six years after “Enalia Physis” was created, its activities and research projects do not receive recognition as
general public and even scientists and researchers of the same area, are not communicated as efficiently and
effectively as wished. The traffic on the website is almost zero and the followers on the Facebook page are less
than 600, although Enalia has recently undertaken a maritime project (Cyclamen) funded by an international
organization, with partners other Research Centers of Europe and Universities. The project was a headline at
the newspaper “Phileleftheros” twice which is one of the most popular newspapers in Cyprus. An article about
the project also featured in the electronic version of the English newspaper “Cyprus Mail” and in the printed
English newspaper “Cyprus Weekly”. Nevertheless, these attempts of marketing and promotion of the
organization did not have the desired outcome – inspire interest and awareness to a larger audience.

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In contrast, other non – governmental organizations of the same area of interest such as AKTI other
environmental organizations such as Birdlife or of different interest such as PAWS or Europa Donna Cyprus,
receive more recognition and public awareness.
1.4 Need/opportunity for the research
Therefore, there is the need to find and use more effective and efficient ways of marketing to promote the organization
and its activities. By communicating its work and actions, the organization will have various benefits. It will be able to
communicate one of its missions: to inform the general public and increase awareness of young and older people about the
marine life, the endangered environment and the importance of the sea in our lives as inhabitants of an island in order to
reach the realization of its vision: to create to Cypriot people a more islander consciousness, as the sea is the main
influencer of our daily life. Furthermore, the organization can attract more scientists, and scientific interest, therefore the
organization will have the dynamic to be more productive and develop further. Also, more recognition, partnerships and
networking, will enable the organization to win more grants and funding.
1.5 Research Questions
The research aims at giving answers to the following questions:
1. What a nonprofit organization should do to get known to the general public?
2. What a nonprofit organization should do to get loyal followers and supporters?
3. What low cost marketing techniques can a non – profit organization use to communicate its activities and mission
effectively and efficiently?
4. How a nonprofit organization can identify and target its target audience?
5. What can strike the attention of the public to show interest about a nonprofit and its activities?
6. How willing are Cypriots to support a non – profit organization, and in which ways are they most willing to
support the organization? (what are the best options an organization can offer to the public to get loyal
supporters)
7. How can we measure the results of an effective marketing strategy?
8. What are the general guidelines of marketing and digital marketing for a non – profit organization?

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9. What techniques other non-profit (or profit) organizations are using and are successful?
10. What audience “EnaliaPhysis” should target first?
11. What are the best marketing techniques for the cause of “EnaliaPhysis”?
12. How can “EnaliaPhysis” apply the marketing techniques and continue using them in the long – term keeping a
low – budget?
13. What campaign and/ or partnership could help promote “EnaliaPhysis” and its activities?
14. What partnerships, networking and campaigns could help the promotion of “EnaliaPhysis” and its activities?
1.6 Research Plan
In this research both Qualitative and Quantitative Research methods will be used. Initially, an interview with a long –
time volunteer in different causes at Cyprus, Eleni Karagiorgi, will be held in order to understand what the non – profit
organization did and does in order to have followers and supporters and keep their interest in the long- run, how they
identified their target audience and how they approach it. Additionally, what are their plans in order to be able to reach a
larger portion of the population and raise awareness and sensitize more people about the cause of the organization. After
getting an idea of what the others in the Cypriot market are doing, Quantitative Research will follow in order to identify
what specifically applies to Enalia Physis and the market strategy it should follow to reach its target audience, and then
how to influence a larger fraction of the population.
About the questionnaire:
The questionnaire will include questions that will help answer the questions:
 How willing are Cypriots to support a non – profit organization, and in which ways are they most willing to
support the organization? (what are the best options an org can offer to the public to get loyal supporters) and
 What audience Enalia Physis should target first
It will be distributed to 100 people of different ages and living in different cities in order to ensure that the sample is
representative and that the results can be generalized. . I will approach people from my close environment, neighbors,
friends, classmates, facebook friends and people that my friends and I can approach easily.

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2. Chapter 2: Situation Analysis
Nowadays the NGOs are operating in increasingly demanding resource environments. The use of marketing
could ensure that organizations receive the necessary resources to continue their activities and accomplish their
missions (Tabaku, Mersini). NGOs are relatively aware about the importance of marketing, but they do not
apply well marketing means.
To find the best practices and strategies that Enalia Physis NGO should and can adopt, numerous sources of
bibliography were read and evaluated.
Firstly, I conducted a research to identify the ways and practices that other NGOs are using around the world to
promote their activities and to attract funding and donations. The research was made by using articles and
examples of other NGOs. I chose to search the practices used internationally in order to be able to propose a
more complete and effective marketing plan that also meets international standards. Some Cypriot NGOs also
use some of the methods of international NGOs, yet most of the low – cost and even free ways of promotion are
not widely used in Cyprus.
Secondly, I conducted a research to identify free or low cost ways of marketing used by businesses and NGOs,
to have a range of marketing examples that are widely used today and the Enalia Physis would be able to
implement them without investing a lot of money, as it has limited resources especially for marketing.
Thirdly, I searched for digital marketing strategies, as we are in the digital age and digital marketing is
indispensable and most of the times, a value for money.
Additionally, I include creative ideas, as these ideas can become viral and attract more people.
Finally, the ways of promotion that Enalia Physis currently uses will be presented.

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2.1 Promoting ideas NGOs currently use
2.1.1 Events and Campaigns
Some Cypriot NGOs choose to organize events and campaigns to raise money, act and spread awareness. For
instance, Europa Donna (breast cancer) organizes annually an event were women are invited to walk altogether
holding pink figures.
Figure 1. Europa Donna Pink Figurettes
Source: Europa Donna March,n.d., photograph, viewed 01 November 2015,
<http://www.ilovestyle.com/sites/default/files/europa_donna_roz_figoures900b_0.jpg>.

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There are also other events organized annually but there are events organized occasionally as well. For example
PAWS (Protect Animals Without Shelter) organizes a day where people can adopt a pet, or take their pet to
meet with others there or buy products to support the organization. Furthermore, UNICEF goes to schools and
sells products such as books, stationery and teddy bears in order to raise funds and awareness. Europa Donna
Cyprus also sells products at an online store at its webpage, in order to raise funds.
Figure 2. Europa Donna Buy Products Online
Source: Europa Donna products, n.d., screenshot, viewed 01 November 2015,
<http://www.europadonna.com.cy/index.php?page=products_pay >.
2.1.2 Website and Blog
Online presence is very important nowadays; a website is a tool to develop and maintain a professional internet
marketing presence [1]. When an NGO has a beautiful and optimized website design it creates a good first

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impression to the users and also a system for content management that allows consistent updates and
encourages the users to come back to visit the website. [2] An incentive to make visitors continue visiting the
website is to update and refresh the content. Website content should be easily sharable so that every visitor can
spread the information and become an advertiser for the organization. [2] A good idea would be to share
presentations on the website in order to give the chance to the visitors to learn more about the organization.
Sharing some presentations on SlideShare could bring more visitors to the website as well, and spread
awareness to a larger audience. [3]
Figure 3. Share Presentations on SlideShare (Linkedin)
Source: SlideShare, n.d., screenshot, viewed 01 November 2015, < http://www.slideshare.net/>.
2.1.3 Social Media
Not surprisingly, it turns out that many NGOs (some of the most successful and influential) use the social media
to spread their messages in order to attract more support from the general public and ultimately raise funds. [4]

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One example of promoting on social media is by using Hashtags [4] which is a method most used on twitter and
Instagram. Hashtags are used to form a discussion or pass a message for a specific topic and it is basically a
hash (#) before a word or a phrase. By using smart, catchy, inspirational or even generic hashtags it could help
get information about the cause of an NGO to larger audiences. [4] A successful nonprofit campaign and
advocacy organization called ONE, (http://www.one.org/international/about/) has launched The One Campaign.
Part of their success is based on the use of hashtags as they give a topic using a hashtag to bring the
conversation around a mission and mobilize people to use ONE’s platform. [4] As the famous singer Bono is
cofounder of the organization, hashtags with his name which is generic, can bring the message to more people.
Figure 4. One (NGO) Twitter Page
Source: One Twitter page, n.d., screenshot, viewed 01 November 2015, <https://twitter.com/ONECampaign>.

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Figure 5. One Get Inspirational with Hashtags (Twitter)
Source: One Campaign, n.d., image, viewed 28 September 2015, < http://sproutsocial.com/insights/wp-
content/uploads/2012/11/ONE-Twitter.png >.
One more example of hashtag use is WWF Denmark, which create the #LastSelfie to raise awareness about
endangered gorillas and other animals. [5]

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Figure 6. WWF Denmark, #LastSelfie Campaign, Hashtag usage
Source: Last selfie Camaign Poster, WWF Denmark, image, viewed 05 May 2016,
<http://www.mediapoondi.com/wp-content/uploads/2014/06/LastSelfie-WWF-3.jpg>.
This campaign with the use of photos and strong message created an impact on the emotional sphere of the
viewers. Further to the hashtag the campaign used the Snapchat app at which the photo cannot be displayed
more than 10 seconds and cannot be saved therefore they chose also the right medium to create a notion of
urgency. This made stronger the message of immediate action needed to save the endangered animals. Calling
to action by using the trends on the social market place made the campaign successful as WWF Denmark raised
in just three days donations sufficient for a month. [6]
Another social media channel is Facebook, which can be used in multiple ways.

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Firstly, Facebook group/page which is updated regularly yet not too often to annoy the fans. Prewritten status
updates complete with graphics[7], infographics[5] and links when necessary[7] will make the content more
effective and appealing, and more likely to be shared.
Figure 7. One International, Inforgraphics
Source: Infographic, One International, screenshot, viewed 01 November 2015,
<https://www.one.org/international/>.
Figure 8. WWF, World Wildlife, Infographics
Source: Infographic, WWF, screenshot, viewed 01 November 2015,
<http://wwf.worldwildlife.org/site/PageServer?pagename=panda_nation_wear_it_wild >.

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Figure 9. Amnesty International, Facebook Page, Infographics
Source: Infographic, Amnesty International, screenshot, viewed 02 November 2015,
<https://www.facebook.com/amnestyglobal/photos/a.155782354434645.33609.111658128847068/1041683372
511201/?type=3 >.

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Figure 10. Amnesty International, Facebook Page, Infographics
Source: Infographic, Amnesty International, screenshot, viewed 02 November 2015,
<https://www.facebook.com/amnestyglobal/photos/a.155782354434645.33609.111658128847068/1046774825
335389/?type=3>.
Secondly, the NGO can let the fans show their support by designating a date where the supports can change
their profile picture by adding a badge that represents the organization and its cause. This way the supporters

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are transformed to the organizations evangelists that spread awareness. [2] Tools that provide this feature are
available online. An example is Twibbon. [3]
Figure 11. Twibbon, Tool to add to Social Media profile picture a badge for your NGO
Source: Guide, Twibbon, screenshot, viewed 29 October 2015,
<http://twibbon.com/Content/Images/marketing/free-explained.png>.
Figure 12. Twibbon Tool, Create a Free Campaign
Source: Guide, Twibbon, screenshot, viewed 29 October 2015,
<http://twibbon.com/Content/Images/marketing/free-explained.png>.

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Thirdly, facebook ads is a low- cost way to advertise to an extremely targeted audience, as it allows to target an
audience based on their location, demographics but also based on their likes, interests and friends. Provided this
valuable tool, an NGO can target a very narrowly selected audience, for example people who already like other
non-profits, or even non-profits in the same industry. In that way a network that exists but is not used yet can
be identified and capitalized. [2] The ads can drive more traffic and like on the facebook page and the website
of the organization.
Twitter, is also a powerful social media tool as it can be used to generate and participate to conversations
about a subject, find new followers and keep up with what is going on in the fields of interest of the
organization.[2]
Figure 13. Oxfam International, Twitter Page
Source: Tweet, Oxfam International, screenshot, viewed 01 November 2015,
<https://twitter.com/oxfam/status/660563243908399104>.
LinkedIn offers the opportunity to NGOs to be promoted [8] by creating a group for the organization where
people who are interested in the cause, can find the organization and participate to group discussions.[9]

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LinkedIn Company Pages is also a good mean to target people that are related to the industry, in the case of
Enalia other scientists and researchers. Furthermore, it can be used to identify potential (skilled) volunteers,
donors and even board members. Additionally, supporters can be encouraged to promote the cause by adding it
to their profiles.[10]
Figure 14. Unicef, Linkedin Company Profile
Source: Unicef LinkedIn, screenshot, viewed 01 November 2015,
<https://www.linkedin.com/company/unicef>.
2.1.4 Storydoing
Instead of listing what the organization does it is more powerful to present it in stories [11] because you use
emotion to build a connection between the visitor and the work the nonprofit is doing.[12] Good stories are
engaging and can create loyal followers as they feel they have a role in the success or failure of the
nonprofit.[13] Nonprofits are natural storydoers, thus, it is effective to let people know the actions of the
nonprofit.“By highlighting yourself as a storydoer moves you from the category of “trying to make a

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difference” to “actively making difference”.[13] It would be a good idea to inspire hope in the stories, that even
though a problem exists there is a solution and they can be part of it.[12] Places where the stories can be shared
are the website, blog or social media channels of the nonprofit or by email.
Figure 15. One, Facebook Timeline, Story Publication
Source: One Facebook, screenshot, viewed 30 October 2015, < https://www.facebook.com/ONE >.
2.1.5 Photos
The use of photos [4] is a strong tool to influence people as they form emotional connections to pictures, it
appeals to their compassion and motivates them to act.[14] Furthermore, it helps keeping their attention, as most
web visitors don’t read entire posts or articles but they rather scan the text until something grabs their attention
and makes them stop to read.[14] For example the ASPCA (American Society for the Prevention of Cruelty to

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Animals) uses several photos with volunteers and veterinarians to show how important the human element is
and call for action.[4] You can see some examples below:
of Photos, Group of Volunteers
Source: ASPCA Facebook, screenshot, viewed 30 October 2015,
<https://www.facebook.com/teamaspca/photos/a.1158654154162493.1073741831.144284812266104/115865423416
2485/?type=3>.

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of Photos, Volunteers in Action
Source: One Facebook, n.d., image, viewed 28 September 2015, < http://sproutsocial.com/insights/wp-
content/uploads/2012/11/ASPCA-Facebook.png>.

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of Photos, Children Volunteers
<https://www.facebook.com/aspca/photos/a.59548396138.70869.7191206138/10153259869506139/?type=3 >.

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of Photos, Children Volunteers
<https://www.facebook.com/aspca/photos/a.59548396138.70869.7191206138/10153253743036139/?type=3>.
Another nonprofit that widely uses photos and imagery is WWF.[15] Photos can be part of the Facebook page,
Twitter, website, Instagram account and on email newsletters.

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Figure 20. WWF, use of photos
Source: Creative WWF Campaigns,n.d., image, viewed 08 October 2015,
<http://maxcdn.thedesigninspiration.com/wp-content/uploads/2009/08/wwf/WWF-21.jpg>.
Source: Creative WWF Campaigns,n.d., image, viewed 08 October 2015,
http://maxcdn.thedesigninspiration.com/wp-content/uploads/2009/08/wwf/WWF-16.jpg

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Source: Creative WWF Campaigns, n.d., image, viewed 08 October 2015,
<http://maxcdn.thedesigninspiration.com/wp-content/uploads/2009/08/wwf/WWF-06.jpg>.
2.1.6 Videos
A short story is engaging, a photo is more but a video is the most compelling way to tell your story especially
on the web were attention spans are short. With a video you capture attention with minimal mental effort from
the viewer. However, a video might turn out to be a bad idea if it is poorly done (ex. low quality, bad sound) as
it can make you seem amateur and unprofessional and hurt the reputation of the organization and how people
view it.[16] Youtube offers some valuable advice and tips for the creation of an effective video for NGOs on
Broadcast Your Cause.[17] Videos that are short in duration are more likely to be viewed and shared.[18] Some
nonprofits using videos are Charity: Water, UNICEF USA and Heal the Bay.[19] Videos of up to 15 seconds
can be shared on Instagram too.[19] Youtube [17] and Google Ads have special programs for registered NGOs

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through which they can use some features without paying if they are approved. Unfortunately this opportunity
is only valid to some countries excluding Cyprus.
All these could be part of the nonprofits website. The website content is important as better website content
drives more traffic, which means more interest in the organization.[12]
Figure 23. Youtube Nonprofit program
Source: Youtube Nonprofit program, n.d.,screenshot, viewed 08 October 2015,
<https://www.youtube.com/nonprofits>.
2.1.7 Email and Text messaging
Many organizations send newsletters to send information and news to the registered members. The subscriber
email list should stand out on the NGOs website or page so that users can find it easily. Also it should demand

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the user to complete only a few boxes, so that the registration is quick so as to reduce potential hesitation for
signing up. Additionally, it is advisable to send only a monthly newsletter in addition to some major event
announcements, to avoid spamming the subscribers, instead keeping them engaged.[2]
A mobile text messaging campaign is even more effective and it is better way to reach the audience of the
organization, as mobile messages have a lot higher open rates by users. However, people are more careful
when giving their phone numbers rather than when giving their email address. Just as the email use, text
messaging should be used sparingly.[2]
Figure 24. Doctors Without Borders, Facebook Page, WhatsApp option
Source: WhatsApp MSF, n.d.,screenshot, viewed 30 October 2015,
<https://www.facebook.com/msf.english/photos/a.433487442384.201859.33110852384/10153046969952385/?
type=3>.

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2.1.8 Partnerships
NGOs mostly promote their causes and activities to raise awareness but also to raise money to continue their
mission. A couple of examples is getting funding from sponsors or getting donations directly from the public.
The donations can now be made online as well. However, the NGO should design well when is effective to ask
for donations and make it a straightforward, easy [2] and safe procedure for the user.
A partnership is a way of getting funding and it is a very good example of a win – win situation of marketing
promotion between NGOs and businesses. A partnership is not only of financial means and can be between
NGOs as well as with the online platforms and social media is easier than ever to build online communities and
collaborations especially with similar organizations.[5] However, the cross – sector partnerships are becoming
more important as they can go beyond financial support and have a greater effect by also harnessing non- cash
resources (Baker). Some examples are:
St.JudeChildren’s Research Hospital [4] (a nonprofit organization that makes researches to find new treatments
and cures for kids diseases) which partnered with HSN television network and each party tweeted about the
other’s programs and affiliations.
Figure 25. St Jude Partnership with HSN, Tweets
Source: St.Jude and HSN partership, n.d.,image, viewed 30 October 2015,
<http://sproutsocial.com/insights/wp-content/uploads/2012/11/St.-Jude-Twitter.png>.

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UNICEF and Pampers partnership (Baker) the “one pack one vaccine campaign” to provide vaccinations for
babies in developing countries which apart from the financial benefits for both parties has helped pushing the
subject of newborns with tetanus up the agenda of developed countries governments (Baker).
Figure 26. Unicef Webpage, Partnership with Pampers
Source: Unicef and Pampers Partnership, n.d.,screenshot, viewed 30 October 2015,
<http://www.unicef.org.uk/>.
An example from a Cypriot NGO is the partnership of Europa Donna with Vassos Eliades Company which
offers 20% of the sales of Swarovski Stardust collection products.

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Figure 27. Europa Donna Cyprus, Partnership with Swarovski, Facebook Page
Source:Europa Donna and Swarovksi Partnership, n.d.,screenshot, viewed 30 October 2015,
<https://www.facebook.com/europadonnacy/photos/pcb.908542509236747/908540219236976/?type=3>.
2.1.9 Wikipedia
Major international organizations such as WWF, UNICEF, Doctors without borders and other NGOs are
enlisted on Wikipedia articles, which the public can find easily and in a specific structure. Therefore an
organization that has a page at Wikipedia it is more easily found and tracked, and is a step further, providing its
users a more complete experience.

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Figure 28. Doctors Without Borders, Wikipedia Page.
Source: MSF Wikipedia, screenshot, viewed 30 October 2015,
<https://www.google.com.cy/#q=msf>.
Figure 29. Unicef, Wikipedia Page
Source: Unicef Wikipedia, screenshot, viewed 30 October 2015,
<https://www.google.com.cy/#q=unicef>.

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Figure 30. Oxfam, Wikipedia Page
Source: Oxfam Wikipedia,screenshot, viewed 30 October 2015,
<https://www.google.com.cy/#q=oxfam>.
Figure 31. World Wide Fund for Nature (WWF), Wikipedia Page
Source: Oxfam Wikipedia, screenshot, viewed 30 October 2015,
<https://www.google.com.cy/#q=wwf>.

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Enalia Physis is not listed on Wikipedia, at Wikipedia’s article “List of non-governmental organizations in
Cyprus” [20], at Wikipedia’s Pages in category "Environmental organizations based in Cyprus" [21] or at the
webpage “NGOs in Cyprus” <http://www.ngosincyprus.org/All-NGOs>.
Figure 32. List of NGOs in Cyprus, Wikipedia in English
Source: Wikipedia listing of NGOs in Cyprus, screenshot, viewed 30 October 2015,
<https://en.wikipedia.org/wiki/List_of_non-governmental_organisations_in_Cyprus>.

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Figure 33. Environmental Organizations Based in Cyprus, Wikipedia List in English
Source: Wikipedia listing of Environmental Organizations in Cyprus, screenshot, viewed 30 October 2015,
<https://en.wikipedia.org/wiki/Category:Environmental_organizations_based_in_Cyprus>
Figure 34. NGOs in Cyprus, Webpage
Source: Wikipedia listing of NGOs in Cyprus, screenshot, viewed 30 October 2015,
<http://www.ngosincyprus.org/All-NGOs>.

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2.2 (Low Cost) Marketing used by businesses
The last decades the number of NPOs has increased, leading to more competition to get funds (Tabaku,
Mersini). Apart from the competition and the limited funds, the sinking economy makes the survival and work
of NGOs more difficult.[22] To survive NGOs should respond to the challenging environment and take a more
entrepreneurial approach, as Rich Brooks argues in the article “Five Things non-Profits can do to promote
themselves online”.[22] Therefore, I considered imperative a research about what marketing methods
businesses use. The research was about low – cost marketing ideas, to keep aligned with the main purpose,
which is to identify the most suitable and effective ways Enalia Physis NGO can promote itself.
2.2.1 Google local (My business) [23]
Google My business is a service by Google which a business can list itself in order to connect easier with its
customers whether they are searching on Google Search, Maps or Google plus. It is more direct as it shows the
opening hour’s directions and phone number before even clicking on a link, and can be viewed by any device.
It can also help the business to create a loyal fun base as users can write reviews, rank the business, or share the
page on Google plus. Therefore, with just a listing, the business draws three benefits; it shows up on Google,
gives the customers the right information and builds lasting relationships. [32]

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Figure 35. Google Business
Source: Google Business, screenshot, viewed 02 November 2015, <https://www.google.com/business/>.
2.2.2 Use of the vehicle of the company/ employees
An idea that some business use to be promoted, is to print a vehicle wrap [23] or print sun protection shades
with the logo or something relevant to their business for the cars of the company and the its employees. The
sunshades are usually given as a free gift to supporters as well, to promote with a low budget the company to a
larger audience.

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2.2.3 Direct mail
Studies show that printed brochures can drive sales up. Therefore, it’s good that business consider letters or
brochures before contacting the customer in order to increase sales. [24] However the cost per customer is
higher than print ads [25], therefore it should be wisely used and the recipients should be well targeted.
2.2.4 Competitions
Competitions can help a business in multiple ways. The business can collect email addresses to send its
newsletters, can create awareness about the company [23] and can enlarge its network and supporters. . Even
companies with very tight budgets can run a competition as it’s worth it for the new potential leads. The
competition can offer a small prize or gift, even a T-shirt [25] can generate some new supporters. [8] To make it
even easier to set up a contest there are websites that help you design it such as “Rafflecopter”
(https://www.rafflecopter.com/).
Figure 36. Rafflecopter, Web Tool for Content Management
Source: Rafflecopter Competition, screenshot, viewed 22 October 2015,
<http://www.wordstream.com/images/marketing-for-limited-budgets.png>.

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2.3 Digital marketing
Apart from the ways mentioned above, like the use of social media channels to promote the activities of an
NGO, there are other digital ways to improve the online presence of an NGO.
2.3.1 SEO
Search Engine Optimization is a way to grow visibility in organic (non-paid, such as Adwords and Pay Per
Click Ads Online) search engine results.[26] The major Search Engines are Google, Yahoo and Bing, and most
of the web traffic is driven by those engines.[26] More specifically, when users search a term relative to the
domain the NGO is functioning if Search Engine Optimization is made the website of the NGO will appear
higher on the results page. SEO has many aspects. Some examples are other sites linked on the website,
keywords, well structured website in a way search engines understand and user – friendly website. Internet is
becoming competitive and SEO is not only necessary to achieve better ranking, drive more traffic on the
website and increase attention of users. It is also necessary in order not to disappear as wrong moves on SEO
can lead to minimal visibility burying the website on the Internet results.[26] Although SEO is complex, there
is a lot of information online that allows even organizations with limited funds to have a person who will do it
and even with a small amount of knowledge make a big difference.[26] Whether the organization chooses to
outsource or have a person from the inside to perform SEO, it is a procedure that needs commitment. SEO is
not done once, it rather requires long –term outlook and commitment as algorithms change and things should be
updated regularly to be effective. [27]
2.3.2 Google alerts
Google alerts [2] is a service provided by Google which allows the user to choose any terms he wants to get
information and Google alerts him by an email with the latest Google results about the chosen terms. By using
this service an NGO can type keywords relevant to the industry works, competitors or the organization itself to
get the latest news and information directly.[2] Google alerts is not a marketing mean, but it can be used to

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organize and follow the image of the organization and the information about it online. It can also be used to
decrease the time needed on the web to keep a track of the organizations’ online presence.
Figure 37. Google Alerts
Source: Google Alerts, screenshot, viewed 30 October 2015, <https://www.google.com/alerts>.
2.4 Creative ideas
When budget is low or inexistent, creative ideas take the lead. There are many examples of creative ideas used
by organization, NGOs and businesses. I have chosen a few examples that would be feasible to do at Cyprus
too.
2.4.1 From NGOs
The first example is from World Wide Fund for Nature (WWF) which is a very big international NGO which
despite the more than a million members it counts, still it has introduced an international annual event branded
separately from the NGO and free to access to everybody, in order to reach larger audiences and spread
awareness. The event has started in 2006 from WWF Australia to support climate action and has spread to 135
countries and it’s called the Earth Hour. Not only it has no cost for the participants, but it rather saves them
money from the electricity consumption, it’s simple and it requires only the small sacrifice of switching off the
lights for an hour once a year. Therefore, a creative idea especially without cost is welcomed even by the giant
NGOs.

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Figure 38. Earth Hour, WWF Australia, annual event
Source: Earth Hour Logo,n.g., image, viewed 30 October 2015,
<https://upload.wikimedia.org/wikipedia/en/f/fd/Earth_Hour_60%2B_Logo.jpg>.
The second example is again from WWF, which apart from the creative images and videos (that fall in the
category of more usual ways of promotion); it also used a creative idea for spreading awareness and
fundraising. It is a campaign launched on twitter called: #EndangeredEmoji Campaign. Emojis are the little
faces or caricatures used in chat conversations and as 17 of these little images represented endangered species
WWF came with the idea to collect in an account 0.10 euro each the time a user retweets an emoji and at the
end of the month send a proposed amount for the user to decide if and how much would donate to the cause.
Figure 39. WWF campaign, #EndangeredEmoji, Twitter
Source: Emojis, image, viewed 2 November 2015, <http://assets.creativity-
online.com/images/work/full/w/w/f/WWF_EndangeredEmojiEMBARGOTUESDAY51215.jpg>.

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Figure 40. WWF campaign, #EndangeredEmoji, Twitter
Source: EndengeredEmoji, n.g., screenshot, viewed 2 November 2015,
<http://endangeredemoji.com/static/images/introduction.jpg>.
The third example is from British Humanist Association which simply launched a quiz. Why they chose to do
so? People like quizzes as if it’s a nice quiz it tells something about us. As a result in a few months the quiz
was taken more than 70 000 times. This is important for 2 reasons. The first reason is because people get
information through the questionnaire and test their knowledge. The second reason is that as the results of the
quiz are being shared on social media from some users, awareness is spread to new audiences. [18]

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Figure 41. Quiz, British Humanist Association, Humanism org UK
Source: Quiz, screenshot, viewed 30 October 2015, <https://humanism.org.uk/humanism/how-humanist-are-
you/>.
Additionally, the “Ice Bucket Challenge” the campaign that went viral on social media with people dumping a
bucket of cold water on their heads to promote awareness and encourage people to donate for research and to
support people with ALS (amyotrophic lateral sclerosis).[29]
Figure 42. ALS Ice Bucket Challenge, Bill Gates, Forbes Article
Source: Bill Gates ALS Ice Bucket Challenge, n.g., image, viewed 2 November 2015,
<http://blogs-images.forbes.com/amitchowdhry/files/2015/08/Bill-Gates-Ice-Bucket-Challenge.png>.

54
Finally, the last example is from One Drop Foundation which has an annual event called “One Night for ONE
DROP”. For this event the artist Belo has created an artistic mosaic with 66 000 cups of colored rain water
which became viral on Youtube with more than 13 million views on the video on Belo’s channel. [30]
Figure 43. Belo Mosaic for One Drop Foundation
Source: Belo Project, n.g., photograph, viewed 13 November 2015, <http://belostudio.com/wp-
content/uploads/2013/03/66000-%C2%A9Kalibre.jpg>.
2.4.2 From businesses
Firstly, I chose the example of a flip - flop business at Ecuador called “Bora Bora” which has set a Guinness
World Record for the most people buried in sand simultaneously, in different shapes and marine figures like
turtles, and offered presents to the best participants. It was a way to promote the brand and gain free publicity.

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Figure 44. Bora Bora Flip Flop company, Guiness World Record, most people buried in sand simultaneously,
Guiness World Records official website
Source: Guiness World Record: Most People Buried in Sand Simultaneously, screenshot, viewed 13 November
2015, < http://www.guinnessworldrecords.com/images/record.jpg>.

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Figure 45. Bora Bora Flip Flop Company, Guiness World Record, most people buried in sand simultaneously,
Ecuador Times
Source: Ecuador Times Article, screenshot, viewed 13 November 2015,
<http://www.ecuadortimes.net/2013/03/04/ecuador-breaks-guinness-record-in-salinas/ >.
In addition, in Cyprus too, Toyota Cars distributor for Cyprus chose for the celebration of 50 years in Cyprus to
break the record for largest parade of Toyota cars. These events of course need promotion to be successful and
gain the necessary participants, therefore marketing costs and organization costs could be high. What we
should keep is the uniqueness of these events and the idea of doing something different and remarkable.

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Figure 46. Toyota Cyprus, Guiness World Record, Largest Parade of Toyota Cars, Guiness World Records
official website
Source: Guiness World Record: Largest parade of Toyota cars , screenshot, viewed 13 November 2015,
<http://www.guinnessworldrecords.com/images/record.jpg>.
Finally, a creative idea used both from organizations, NGOs and businesses is the creation of a game aiming to
inform people about a cause or product through the interesting and entertaining idea of a game, and reaching
younger audiences more effectively. The annual “Games for Change” festival gives us some remarkable
examples of games. An example is “Spent” a game where the player has to manage to survive a month living
the situations of a poor person. This aims to get the user in the shoes of the others and raise funds for people in
need. [28] http://playspent.org/html/

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Figure 47. Games for Change, Spent Game, Durham
Source: Spent Game, screenshot, viewed 15 November 2015, http://playspent.org/html/
Another game is “SÚBETE AL SITP”. SITP is the new transport system at the capital of Colombia, a system
that brought mobility but also confusion because of its complexity. The game helps the players learn to get
around and has helped the city.
Figure 48. Games for Change, SITP Game, Colombia
Source: Spent Game, screenshot, viewed 15 November 2015,
< http://www.gamesforchange.org/festival2014/wp-content/uploads/2014/03/SITP_Full_252x252.jpg>.

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2.5 Enalia Physis current ways of promotion
2.5.1 Facebook page
Figure 49. Enalia Physis, Facebook Page, Timeline
Source: Enalia Physis Facebook Timeline, screenshot, viewed 17 November 2015,
<https://www.facebook.com/Enalia-Physis-Environmental-Research-Center-373637526101234/?fref=ts>.
Undoubtedly, creating a facebook page is not enough to keep up the enthusiasm about a cause and create a base
of loyal followers and supporters. The updates and publications in 2015 were once or twice a month on

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average. After the press release and article on the front page of a major newspaper in Cyprus “Fileleftheros” the
page has managed to attract some new followers yet they are less than 600 on total.
In addition, the information of the organization is only a paragraph in English. Therefore a text in greek is
missing as it is the mother tongue of the major target audience. Also, the contact information like phone
number, address, opening hours and place on the map are missing.
Figure 50. Enalia Physis, Facebook Page, Information
Source: Enalia Physis Facebook About, screenshot, viewed 17 November 2015,
<https://www.facebook.com/Enalia-Physis-Environmental-Research-Center-
373637526101234/info/?tab=overview>.

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What it more, the facebook page includes some nice photos, but they come without description or message.
Figure 51. Enalia Physis, Facebook Page, Photos
Source: Enalia Physis Facebook Photos, screenshot, viewed 17 November 2015,
<https://www.facebook.com/Enalia-Physis-Environmental-Research-Center-373637526101234/photos>.
2.5.2 Webpage
The organization also has a web page, but a webpage without frequent updates and not in line with the new
technologies and trends resulting in a not so attractive and interesting website that is user friendly.

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Figure 52. Enalia Physis Webpage, Homepage, Sections: Educational Initiatives, Student Traineeships
Source: Enalia Physis Webpage, screenshot, viewed 17 November 2015, <http://enaliaphysis.org.cy/>.
Figure 53. Enalia Physis Webpage, Homepage

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Yet, it is good to mention that the organization has a logo, the website offers some direct buttons to link with
social media accounts, subscription and the option to become a member by paying an annual fee to support the
organization. Additionally, they offer student traineeships and organize educational activities.
Figure 54. Enalia Physis Webpage PROS: Logo, Links to Social Media Accounts, RSS, Subscription
However, to create a fan base and keep the interest of the supporters alive to gain their loyalty requires
consistent publications and activities. Especially for a member that signs up with a fee to get information and
news, there should be enough information to make it attractive enough. Moreover, options for online payment
should be provided.

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Figure 55. Enalia Physis Webpage, Friend of Enalia Physis Online Application Form
Source: Friend of Enalia Physis Application, screenshot, viewed 17 November 2015,
< http://enaliaphysis.org.cy/friend-of-enalia-physis-application/>.
2.5.3 Press
Apart from the online channels where Enalia Physis is present, it also has a presence in print media. Articles in
newspapers and journals represent the media coverage that the activities of Enalia have managed to attract.

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Figure 56. Enalia Physis Webpage, Media Covarage
Source: Enalia in Press, screenshot, viewed 17 November 2015, < http://enaliaphysis.org.cy/media-coverage/ >.
2.6 Cause
Enalia Physis is an Environmental Research Centre that was established by a group of experienced scientists in
2009 responding to the need of the market for an NGO with expertise and understanding of the marine and
terrestrial ecosystems and environment. Eastern Mediterranean is a region with multiple threats such as
climate change, habitat destruction and desertification, water shortages, sea level rising and overfishing.
Further to these threats, the deep sea hydrocarbon exploration and extraction that are becoming more important
make the region a hotspot for research from NGOs that have the necessary knowledge to produce meaningful
results that would promote good environmental practices that could influence the decision making process of
environmental policies. Enalia Physis envisions to become an environmental research platform able to
influence positively decisions about the environment with evidence based propositions.

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Furthermore, Enalia Physis has set as a priority to increase the public’s awareness and environmental education
and encourage ecological awareness. (http://enaliaphysis.org.cy/)
Figure 57. Enalia Physis, Webpage, Environmental Research Center.
Source: Projects and Activities of Enalia, screenshot, viewed 17 November 2015,
< http://enaliaphysis.org.cy/projects-activities/>.

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2.7 Competitive advantage
Enalia Physis is also a research center and through their researches they have the necessary evidence to support
with arguments what they say and suggest.
As a research center they have a competitive advantage towards other NGOs, as Enalia Physis is not only an
organization with good intentions to help about environmental issues and be active promoting ecological
awareness. They also have data and facts that make their propositions more accurate and reliable. It is
competitive advantage that makes the difference and gives a lead. Therefore, when designing the marketing
plan this advantage would be taken into consideration to come up with propositions, to make the most out of it.
3. Chapter 3: Research Methodology
3.1 Interview (Qualitative Research)
The interview will be made with Eleni Karagiorgi an active member of various philanthropic organizations and
NGOs. She is a graduate of psychology and she currently volunteers at an organization abroad. She has many
years of experience and with organizations of different causes. Therefore, with the interview we can get
valuable date to understand how to better target and communicate the messages and actions of Enalia Physis.
1. You are a long time volunteer, how did you start?
2. How do you make people aware of an organization and its activities, and how do you promote your
activities and actions?
3. Does each one of the active members have specific responsibilities?
4. Do you have a person only dedicated to promotion? Does he have the knowledge and competences to do
so?

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5. Do you believe that publishing stories of the problems or achievements of an organization makes the people
care more/ touches them more? Why do you believe that happens?
6. Is there a particular audience you focus on, that cares more?
7. After the economic crisis have you noticed a change on how people view and react to NGOs? Which NGOs
do people prefer to help nowadays?
8. How do NGOs find funds?
9. Is it easy for an NGO to find funds and donations from a business? What should be its competitive
advantage to be chosen among others? (Why should they choose them?)
10. Helping an NGO is not only a monetary donation. People can volunteer, buy products or participate to
events. Can you give us some examples as well? From your experience, which is the most usual way
Cypriots choose to help an NGO? What are they more willing to do?
3.2 Satisfaction of Research Purpose
3.2.1 Background
Enalia Physis is a non-profit organization which started 7 years ago, with remarkable research work about sea
environment receiving funds and partnerships with international organizations and European institutions and
universities. Even though the communication of its achievements to the public is poor and not sufficiently
efficient since they don’t have many followers and loyal supporters, apart from some scientists and people with
special interest on the subjects.
3.2.1 Research Purpose
I am conducting this research in order to get some data to form target groups for a more efficient marketing
strategy. I should get data for the use of internet and social media, willingness to engage with an NGO, what

69
causes interest more people, which techniques are more attractive to them, and their interest about sea and
marine life. All these information will be separated by the different age and region groups to form different
target groups. The answers of the questionnaire will give the opportunity to form target groups and find out
which marketing strategies should be applied and how to prioritize them, which should be applied first to form a
network of loyal followers.
3.2.2 Research Questions
1. Which marketing techniques (for an NGO) are more suitable for each target groups?
2. How to make a larger audience engage with Enalia?
To analyze the results I will use the statistic program SPSS. The analysis is average satisfaction ratings.
3.2.3 Target population
The respondents will be chosen randomly. The questionnaire should be answered by 100 people. They should
satisfy the following criteria:
 Permanently live in Cyprus – primarily we want to target local audience
 There should be enough data for comparisons from all districts and ages.
3.2.4 Survey methods
I chose Descriptive statistics for the questionnaire to achieve results and get information with a simple method
as it is easier, faster and cheaper to approach the target population with a questionnaire rather than other
methods such as interviews.
3.2.5 Attributes – Questionnaire Sequence
The questionnaire is structured in 4 parts.

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First I have placed the demographic questions in order to have something easy and fast for the participants to
complete in order to keep their interest and motivation to continue with filling up the questionnaire.
Secondly, I have placed some general questions about the use of internet and social media, as they are general
and attractive questions that will also help me with my research. As identified in chapter 2, many of the
marketing techniques NGOs use is online and mostly on social media. Therefore, with the questions of this part
I will be able to see which groups can be targeted using online marketing techniques, and which techniques
would be the most effective.
Thirdly, there are some questions about NGOs, to see how people react and what they know about NGOs.
Finally, the last questions are about the cause of ENALIA, and their aim is to find out how interested people are
about sea and marine environment and if they are willing to find out more and learn about it. The age and
district questions of the first part will help form target groups for more efficient marketing.
Please note that the questionnaire will be distributed in Greek in order to avoid any misunderstandings and find
enough people to fill it in.
3.3 Questions of the Survey
1. Do you have social media accounts?
Why? To see if people use social media and if digital marketing (particularly on social media) would
work and for what groups.
Hypothesis: At age groups 15 - 18, 19 - 25, and 26 – 40 a vast majority will have social media account
whereas the other age groups less people will have. This will mean that marketing through social media
would not be effective for this audience.

71
2. Which social media you use and how often?
Why? A lot of marketing of NGOs and low cost marketing is via social media channels – to identify if
people in Cyprus use them, which, how frequently and what group of people based on age, gender and
professional status – to target them and form the appropriate marketing strategy.
Hypothesis: Age groups 15 - 18, 19 – 25 are more active on social media and it is more likely to reach
them with social media marketing. It is also more likely that they will help the organization by
publishing its news and information to their friends. Most of the users use facebook and instagram
therefore the promotional strategies should be focused on those social media channels.
3. Do you use Internet. Email and mobile phone, Whats App, Viber and how often?
Why? To identify which methods would reach more people. Through email, mobile phone text
messages and ads, Whats app messages, Viber messages, internet ads ex. on Google.
Hypothesis: Age groups 15 - 18, 19 – 25 use all the above or almost all and if not everyday a few times
a week. Therefore, free or low cost ways of advertising through these channels is more effective to
these age groups. Age groups 26 – 40, 41 – 50 use frequently or everyday internet, email and mobile
phone but the majority doesn’t use Whats App and Viber. The age groups 51 – 64 and more than 65
don’t use very often these channels and especially people over 65 are more likely that the only use
mobile phone, or not even that. Therefore they should be targeted differently.
4. Do you know what an NGO is?
Why? To see how aware people are of NGOs and be able to make questions about NGOs
Hypothesis: Most people know what NGOs are but maybe there are people that don’t even know or maybe are
not sure of what exactly is.

72
5. What NGOs are more appealing to you?
Why? To identify the interests of people – and understand the interest they have for the cause of
ENALIA. Maybe there is a deeper problem that people have lower interest on environmental issues at
Cyprus and the NGO should be promoted differently.
Hypothesis: Most of the people that are interested on NGOs will be about poor people, serious diseases,
childcare and animals.
6. How do you prefer to learn about an NGO and its activities?
Why? To see which of the marketing methods are more preferable among which target groups and find
out which ads and ways of promotion are more effective.
7. How would you help an NGO?
Why? To know what is preferable to ask people – response rate. To know what the marketing
strategies should aim at and be able to ask it from the right people.
Hypothesis: Most young people would choose non financial ways to help whereas people of 26 -50 that
probably have limited time (family, work) would rather contribute financially.
8. If an NGO covering your interests calls for either donation or volunteers and both options have
the same impact what would you choose to offer?
Why? To identify what people are willing to do/give for an NGO and form a strategy and a marketing
strategy that aims firstly at what people are willing to give. If they are not willing to give anything,
Enalia should make more efforts and build a strong and loyal network, and consistently promote itself in
order to
be able to ask and not only inform people at some point.

73
9. If you answered that you wouldn’t volunteer please write why:
Why: To identify what drives back people and choose not to volunteer.
Hypothesis: Most people would answer lack of time or lack of incentives/ boredom
Questions 9 is an open ended question in order to let people express what they think and get
unbiased feedback from the people that are unwilling to help in either way.
10. If you wouldn’t help NGOs , that cover your interests in any way (donation, volunteer) please
answer why by choosing what applies to you:
Why? To get feedback that would help NGOs to retarget people that lack interest
Hypothesis: it’s not in the culture and habits to actively volunteer and be part of an organized NGO.
11. Do you know the NGO Enalia Physis?
Why? To see if people from the general public randomly selected know Enalia Physis.
Hypothesis: Almost all won’t know Enalia Physis. This will mean that up until know the means of
promotion were not appropriate or effective enough.
12. How much do you like the sea?
Why? To identify if people have an interest about the sea, if they like it or love if research results are
presented to them in an appealing way and show them the influence something has on the sea and
consequently on their lives, the information could be effectively communicated to them.
Hypothesis: Most people like the sea.
13. Are you interested in sea life and want to learn more about it?
Why? To see how people believe they are currently interested to learn about sea life.

74
Hypothesis: If they say they are not but on the previous question they said they love the sea, the current
ways of presenting facts and data about the sea may not be attractive and needs to be communicated
differently.
14. Gender
Why? (To identify which gender is more easily approachable and set priorities on which groups should
be targeted)
15. Age
Why? To identify how people are more likely to contribute to an NGO based on their age group
16. Region
Why? To see in which location people are more interested and willing to engage with an NGO, and
more specifically Enalia. This question will help to see where offline methods could be more efficient
where online methods are not sufficient for all target groups. Also we can see if there are people in
Nicosia that are possibly potential volunteers.
17. Professional Status
Why? Professional status – to identify how each group is more likely to help an organization – and
target them asking for them what they are willing to do (volunteer, donate etc.)

75
4. Chapter 4: Analysis of Research Findings
4.1 Interview
As we discussed with Eleni Karagiorgi who is a volunteer for three years and actively involved in university’s
societies, volunteers organization at the University of Cyprus, at other local organizations in Cyprus and now
working at as a volunteer for a program abroad.
4.1.1 Lack of information
A person so involved at volunteering programs has confessed us that she wanted to be an active citizen since
high school but she didn’t know where to search and how to find more information. She started volunteering
only at the second year of university after finding information on facebook and from friends. As seen from the
questionnaires as well, people state that they don’t have enough information about NGOs and there is not
enough promotion of them.
4.1.2 Most important channels of promotion
Eleni explained that in her opinion the main channel and way of promotion is through social media and
particularly facebook where the organization has a page and creates events. Also she proposed the mouth to
mouth method, especially for Cyprus which is a small society.

76
4.1.3 Networking
She also talked about the importance of networking. She explained that when you are a beginner is difficult to
get promotion opportunities in press media (newspapers and magazines) but when the organization forms a
strong network, things become easier.
4.1.4 Operations Management
When asked about how responsibilities are divided and if they have a person only dedicated to promotion she
said that at the beginning they were amateurs and everyone did a bit of everything. Apparently they found out
that this didn’t work so now they divide the work and everyone has responsibilities. They usually have
someone who is responsible only for promotional activities, yet this person doesn’t have specialized knowledge
as most volunteers come from humanities. However, they learn things empirically, for example they observed
that people through away flyers. They would be happy to welcome people with specialized knowledge or
follow seminars to learn how to better promote their organization.
4.1.5 Specific advertisements
Additionally, she stated that it helps more, touches people more and makes them less suspicious when the
organization launches campaigns with specific goals and makes advertisements about specific causes, as they
gain more focused understanding and people understand better where their money or effort is going.
4.1.6 Economic crisis
Due to the economic crisis people are more reserved and sparing about where to give help. They choose to help
mostly for local causes and they are more open to collection of things or informative campaigns rather than

77
money. Eleni said that many NGOs choose to sell products to raise the money they need, and alternatively they
turn to European funds which are time consuming and need a lot of work and preparation to be obtained.
4.1.7 Partnerships
When asked if NGOs can find funds from companies she said that this is happening for marketing reasons and
companies expect to be promoted when donating and helping an NGO. Therefore, they would choose a well
established and well known NGO to get the expected recognition and promotion.
4.1.8 Volunteers
Eleni said that volunteers are mostly people more than 25 – 30 years old, in majority women. These are very
active people as they are involved in different organizations, yet they are not a lot. She stresses three problems
about volunteering. Firstly, there is the lack of information and awareness about organizations and their
purposes. Secondly, there is also lack of incentives as some people know where to search but still they are not
willing or don’t have time to help. Thirdly, there are wrong perceptions that volunteers don’t have important
responsibilities and they are given all the work no one else wants to do, which happens sometimes but the
volunteer can always choose where to participate.
4.2 Questionnaires Analysis
Initially 20 questionnaires were distributed to make a pilot test. After receiving some comments I decided to
make some changes and distribute an improved version of it. Afterwards, I have distributed around 150 more
questionnaires. 7 questionnaires could not be used because vital information was missing, around 10

78
questionnaires were received after the analysis was done and some others were never returned. In the following
analysis I have used 119 questionnaires. Thus, the response rate was 80%.
4.2.1 Social Media
More than 77% of people responded that they have an Account on Social Media.
Figure 58. Social Media Use
Figure 59. Social Media Account
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Never Rarely A few
times per
month
Once a
week
Every 2-3
days
Everyday
Facebook
Twitter
Instagram
Youtube
LinkedIn
Pinterest
Other

79
More than half of the responders (57%) have stated that they use facebook everyday and 30% stated that they
never use it. In contrast, around 75% of responders stated that they never use Twitter. More than 75% of
responders replied that they never use Instagram. Almost 40% stated that they use Youtube every day. Almost
70% of responders said that they never use Linkedin. More than 80% have answered that they never use
Pinterest. Around 4% stated that they use every day other social media channels such as snapchat, google+,
google and research bate.
As from the results from our sample a more than ¾ have accounts on Social Media. The two social media
platforms people use more are firstly Facebook, and secondly Youtube Lastly, is Pinterest with a lot less
people using it compared to those who use Facebook and Youtube. Enalia Physis should focus on those
channels first when fixing its presence on Social Media.
4.2.2 Digital Means
Figure 60. Use of Digital means
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Never Rarely A few
times per
month
Once a
week
Every 2-3
days
Everyday
Internet
e-mail
Mobile Phone
Whats app
Viber

80
More than 87% stated that use the Internet every day. More than 69% answered that they use e – mail every
day and 16.5% never do. More than 96% use mobile phone everyday and only 1.7% don’t use it at all. The
vast majority (almost 70%) never uses Whats app. Almost 27% of respondents use Viber every day but also
almost 33% never use it.
Mobile phone is used almost by everyone. Internet is also used very widely with more than 90% using it and
almost 88% daily. Then email is used by around 85% with 70% using it daily. Then Viber (free application to
send instant messages for free when the device has access to the Internet) has around 70% of users of which
around 45% use it every day or every 2-3 days. In contrast almost 70% never use Whats app (which is similar
to Viber). Therefore, Enalia Physis should improve its website and consider the possibility to advertise it with
ads on websites or Google. Also the idea of sending e-mail newsletters would be good or messages about news
or events of the organization on mobile phones and Viber.
4.2.3 NGOs
Around 63% replied that they know what an NGO is, however around 37% stated that they don’t know or they
are not sure what it is.
Figure 61. Awareness of the respondents about NGOs

81
The majority of people know what an NGO is yet there is a significant number of people who don’t know or are
not sure of what an NGO is. Therefore, there is the need of informing the public and raise awareness generally
about NGOs. If people don’t know what an NGO is or are not sure, they are less likely to help in any way.
People who replied to the following questions are only people who know what an NGO is, because the
questions are about NGOs.
4.2.4 Learning about NGOs
Figure 62. Preferred channels for learning about NGOs
Posters
Ads
Facebook
Campaigns
Educational Events
Seminars
Results
School
Emails
Other

82
Almost 64% said that they want to see results of the work of the NGO. More than half of the respondents prefer
to learn about NGOs from facebook. Around half (47.5%) of responders prefer to get information about the
NGO via Email and 46% prefer to learn about NGOs and their activities from Advertisements. Almost half of
the responders replied that they prefer to be informed about an NGO from its campaigns. More than ¼ of
respondents said that they would like to be informed from Seminars. Around 23% replied that they would
prefer to learn about NGOs and their activities from Posters. Less than 20% prefer to be informed from
Educational Events. Some said they would like to be informed from school.
Also around 2% filled in the option of “Other” to state that they want to be informed also from the website of
the NGO.
Most responders have answered that they want to see the results of the work produced by the NGO to learn
more about it. The second and third most frequent answer was the choice to learn about an NGO from facebook
and from emails, respectively. Therefore, we can see that electronic means play an important role in making an
NGO known and informing the society.
Thus, the ways of promotion that should be prioritized is facebook and email (ex. Newsletter). Additionally,
Enalia Physis should give people what they want and translate its researches and data into meaningful
information comprehensible to people with non scientific background.

83
4.2.5 Appealing NGOs
Figure 63. Appealing NGOs
Almost all people (90%) find NGOs that have to do with Childcare very appealing (or appealing) and no one
stated that they are not very appealing. More than 80% find appealing (or very appealing) the NGOs about
Serious diseases. Similarly, most people (almost 80%) find NGOs for people with disabilities appealing (or
very appealing). Additionally, many people (almost 73%) find causes for poor people appealing (or very
appealing).
Almost 70% find appealing or very appealing NGOs that have to do with environment. People seem to have
interest for worldwide organizations since around 63% find them appealing (or very appealing).
More than half of the responders stated that NGOs that have to do with animals more or less are not appealing
to them.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
not appealing
at all
not appealing neutral appealing very appealing
Appealing NGOs
Environment
Animals
Poor people
Serious diseases
Disabilities
Childcare
Worldwide
Other: sciences and technology
development

84
The most appealing NGOs are childcare, serious diseases and disabilities. Therefore, we can see that people
prefer NGOs that have direct impact on people in need and mostly for local causes. Yet environmental NGOs
have many supporters as well, therefore, there is a market for Enalia Physis. The hypothesis about the most
appealing NGOs is proved correct, except for the part of animals which is proved to be a less attractive cause.
4.2.6 Helping an NGO
Figure 64. Preferred ways for helping an NGO
When asked how they would help an NGO no one said he wouldn’t help in any way. More than 67% would
give a donation and 44% people replied that they would become volunteers.
Around 65% would go to the NGOs events if they found them interesting whereas only 6% would go to an
NGOs event if they didn’t find it interesting. 52% would publish announcements or videos of the NGO on
Volunteer, 44%
Social Media, 52%
Interesting Events,
65%
Uninteresting
Events, 6%
Donation, 67%
Products/Magazine
s, 42%
Registration
fee, 24%
Aready actively
involved, 13%

85
social media. Almost 42% would buy their products or magazines and around 24% would pay a registration
fee. Only around 13% are already actively involved to an NGO.
The most frequent ways people would help an NGO is give Donations, go to interesting Events, and publish on
Social Media. As most donations are more likely to end up in other types of NGOs I would suggest that in the
beginning Enalia Physis improves its Social Media presence to make it attractive and interesting enough for
people to publish and get the credits of people to move further. Also the organization of interesting events
where people would want to go should be considered, once the organization establishes a strong presence
online, to be able to promote such events. Additionally, around half of the responders stated that they would
volunteer, therefore there is sufficient supply in the market and Enalia Physis should demand its part.
4.2.7 Type of help
Figure 65. Type of Help
Almost everyone (almost 99%) would either become a volunteer or give a donation. 81% would give money to
an NGO and more than half of the responders (52%) would become a volunteer and/or offer their time for an
NGO.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Money Time Nothing

86
As we can see all people would help in a way an NGO that interests them. Most of them would give money
because they don’t have enough time but also a lot of them would give money and time or just volunteer. At
the open ended questions of the questionnaire asking people why they wouldn’t volunteer, more people wrote
that they don’t have time, or they have other responsibilities right now and their time is limited. Some people
also mentioned health problems and age as obstacles that keep them back from volunteering.
Therefore, if people are willing to help, Enalia Physis should offer them an interesting NGO to have incentives
to offer back their help.
When people where asked why they wouldn’t help an NGO they gave the following answers to the following
variables.
Figure 66. Reasons for not helping
The majority (almost 60%) said that they don’t have enough information for the NGO or the NGO is not
enough promoted. Almost 26% said that too much time was needed from their free time. More than 23% said
that a reason for not helping an NGO is because it doesn’t have interesting activities. Around 20% stated that
0%
10%
20%
30%
40%
50%
60%
70%
No
interesting
activities
No creative
promotion
Not
enough
info/promo
Too much
time
needed
Too much
money
Reasons for not helping

87
the NGO doesn’t have creative promotion. Furthermore, around 13% said that wouldn’t help because the NGO
asks for too much money.
One person has written that the purpose of the NGO is not influencing him/her.
It is clear that the NGOs need to be promoted more effectively and provide more information about their actions
to the public. People also stated that too much time is asked from NGOs. Therefore, when Enalia Physis
makes a call for volunteers, it should provide the person with a clear description and tasks that will demand a
reasonable amount of the time of the volunteer. Lastly, around 1/5 of the volunteers stated that NGOs don’t
have interesting activities or creative promotion, so NGOs should consider what interesting should they
organize and in what creative way to promote it to give incentives to people who are willing to help.
All the people that filled the questionnaire replied to the following questions even if they don’t know what an
NGO is.
4.2.8 Enalia Physis
The vast majority (90%) doesn’t know Enalia Physis, 6% has heard of it and only 2.5% knows it.
Figure 67. Awareness about Enalia Physis

88
Enalia Physis does important research work with partnerships with organizations and business from abroad.
Therefore, the low percentages of people who know Enalia Physis are not because its work is not significant but
because of poor marketing. So there is a lot of place from improvements as the current ways used are proved to
be ineffective.
4.2.9 Sea
Figure 68. Love for the sea
More than 76% love or like the sea. More than half (53%) of the people actually love the sea.
Figure 69. Interest of the respondents for sea life

89
58% would like to learn more about the sea and 32% are maybe interested. Therefore, there is a good market
opportunity to start informing people about sea life and make the positioning of Enalia Physis the sea
environment researches.
4.2.10 Demographics
Figure 70. Gender of Survey Respondents
Most people questioned were women (58%)
Figure 71. Age of Survey Respondents

90
Most people who answered the questionnaire are between 26 and 40 years old (32%). 18.5% are between 19
and 25. Participation for age groups 41 – 50 and 51 – 64 are 16% for each. Around 12% is replies from people
over 65 and the smallest reply rate was from teenagers.
Figure 72. Region that the Survey covers
Most of the replies come from Nicosia district. We didn’t have any data from people that live in Famagusta and
Paphos districts.
Figure 73. Status of Survey Respondents

Ekaterini Kyriakou_ Final Project

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