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International Needs Canada: Transforming Child Sponsorship
內容大綱
In January 2022, the leaders of the Canadian charity organization International Needs Canada recognized that individual child sponsorship had serious flaws and was not as impactful as it once had been. They sought to move donors from individual child sponsorship to the more beneficial group sponsorship model. The director of communications and marketing had to determine which donor group to target as he launched the program. As the new model could disrupt the industry. The organization also had to consider the reaction of much larger competitors. Furthermore, International Needs Canada was not replacing its own individual child sponsorship model with group sponsorship; instead, both programs would run simultaneously.
學習目標
This case is best suited for undergraduate- and graduate-level courses on marketing, marketing communications, marketing management, non-profit marketing, or social marketing. This case study could be used at any point in the course but would be most beneficial to students after the referenced behavioural theories and response models have been discussed in class. After working through this case and assignment questions, students will be able to<ul><li>identify and analyze the priority audience to target;</li><li>identify and use appropriate behavioural theories to nudge behavioural change;</li><li>apply the traditional 4Ps of Marketing (Product, Price, Place and Promotion) to a social marketing campaign; and</li><li>recommend a promotional plan for the new group sponsorship model.</li></ul>