Brand Communications Plan for Amnesty International

Rahma International Organisation is a non-profit organisation located in Kuwait with a global reach into a wide range of countries. Faced with resource limitations and a focus on operational issues, Rahma International has overlooked the importance of building relational capital. This paper analysed the organisation's structure and policy with the Six Forces Chart in order to understand industry by gives and identifies the structural underlining drivers of profitability and competition, Rahma International was facing increasing competition and was in need for a set of resources evidencing minimum growth by using sex forces method. The ever expanding number of non-profit organisations makes it difficult to develop brand image in the market place in order to attract the important donor funds. The organisation needs to develop a clear understanding of their target customer and the nature of the relationship that it is seeking to build with these target consumers. Recognising that the organisation not only has a responsibility to servicing their needs but that the organisation must build its reputation in the marketplace is important. This is because non-profit organisations with a higher level of market awareness are able to attract a larger supply of funds. Building a coherent and consistent global brand image and the promotion of this brand image is important for Rahma International.

2016

Townend. J., Muller, D. and Keeble, R.L. (2016). Beyond clickbait and commerce: The ethics, possibilities and challenges of not-for-profit media, Ethical Space, Vol.13 No.2/3, Abramis.

McGaurr, Lyn 2016, ‘The Photography of Debate and Desire: Image, Environment and the Public Sphere’, Ethical Space, special issue ‘Beyond clickbait and commerce: The ethics, possibilities and challenges of not-for-profit media’, vol. 13, no. 2/3, pp. 16-34. Photography has long been a powerful tool of environmental communication and debate. In their efforts to promote environmental issues, landscape and wildlife photographers committed to conservation may provide images to established environmental non-government organisations (ENGOs), appear in activist documentaries, found their own ENGOs, curate websites and social media pages, run galleries or publish books. Yet the same photographs and photography events that feature in activist media may also appear in the editorial sections of commercial newspapers and magazines, and in public relations and advertising for consumer goods. This paper draws on interviews with photographers and ENGO spokespeople in North America to consider the implications for the public sphere of image events that combine activist media and mainstream media to promote environmental concern. Key words: image event, public screen, public sphere, environmental movements, Great Bear Rainforest

The development of the charity single as a response to crisis is usually exemplified by the release of the Band Aid single ‘Do They Know it's Christmas’ in December 1984 and the Live Aid concerts in London and New York in July 1985. This article will explore the subsequent development of the charity single genre in Britain as a response to perceived crisis in the domestic context. The 1980s saw a series of events that were reacted to as domestic disasters, notably relating to football at Bradford, and Hillsborough, the Zeebrugge Ferry disaster and the Hungerford and Dunblane shootings. Whilst these events played out various anxieties over regionality, class, and the role of the police and press, they all precipitated one similar response—the charity single. In the process the charity single, as a recognisable form, was consolidated through the 1980s in terms of cover design, related promotional culture and music video as well as in lyrical and musical structure. In this article I will argue that, taken together, the heterogeneity of charity singles reinforces the ways in which Thatcherism was able to use ‘common sense’ popular culture to undermine the post-war consensus. Collectivity and universality were countered with individual responsibility and individual solutions to social challenges.

Nonprofit and Voluntary Sector Quarterly, 2016

Volunteer organizations operate in a challenging environment and their management practices toward volunteers have become increasingly influenced by the private sector. This case study explores the impact of brand heritage on the experience of volunteering in such managed environments. We use data from the U.K. Scouts to show that brand heritage has a positive bearing on the level of engagement volunteers experience and on their reported attitude to the way(s) in which they are managed within the volunteer organization. We then use these findings to establish the salience of brand heritage to both long established and recently formed organizations, extending current volunteer management theory; consequently, we suggest volunteer managers utilize the power of brand heritage through unlocking its ability to retain engaged and satisfied volunteers.

There’s no question that celebrities these days are some of the most prominent faces of philanthropic activity—yet their participation raises questions about efficacy, motivations, and activism overall. This book presents case studies of celebrity philanthropy from around the globe—including such figures as Shakira, Arundhati Roy, Zhang Ziyi, Bono, and Madonna—looking at the tensions between celebrity activism and ground-level work and the relationship between celebrity philanthropy and cultural citizenship.

International Journal of Nonprofit and Voluntary Sector Marketing.

This paper explores the use of online social networks in the charity sector. Twelve major UK charities from a range of sectors and three digital marketing agencies were selected to provide rich interview data on the current adoption of online social networks by UK charities. The empirical findings illustrate the diverse drivers in adopting online social networks including regaining control of a brand, external pressures and gaining new audiences. Levels of usage differed significantly and the resistors consistently cited were the lack of skills and resources. The strategic marketing implications for the development of online social networks are also outlined for the UK charity market. The value provided by this paper stems from exploring the organisational perspective rather than the consumer experience of contributing to social networks, within a context which is often overlooked, the charity sector.

International Journal of Communication, 2018

Vanity metrics is a term that captures the measurement and display of how well one is doing in the "success theater" of social media. The notion of vanity metrics implies a critique of metrics concerning both the object of measurement as well as their capacity to measure unobtrusively or only to encourage performance. While discussing that critique, this article focuses on how one may consider reworking the metrics. In a research project I call critical analytics, the proposal is to repurpose alt metrics scores and other engagement measures for social research and measure the "otherwise engaged" or other modes of engagement (than vanity) in social media, such as dominant voice, concern, commitment, positioning, and alignment. It thereby furnishes digital methods—or the repurposing of platform data and methods for social research— with a conceptual and applied research agenda concerning social media metrics.

Postgraduate thesis 2014 Brunel University, MA Media and Public Relations

Social media is becoming increasingly important as a way of engaging the UK public with global issues. But it is also an increasingly challenging space in which to operate. This report explores the changing social media landscape and makes a number of recommendations for how NGOs can be more effective.

The research examines the efficiency of the UNICEF social media strategy using the example of the Facebook platform. We tried to identify which approach for the humanitarian communication demonstrates the highest level of engagement and, therefore, can be considered as the most efficient. At the same time, we challenged the generalisability of the key social media marketing tactics and checked their applicability in the humanitarian settings. Over the course of this theory-evaluating multiple case study, which involves both quantitative and qualitative methods of data collection and data analysis, we extracted over 2,500 Facebook posts. They were subsequently analysed using a thematic analysis method, as well as the descriptive statistics and linear regression. Apart from that, document analysis and semi-structured interviews with the UNICEF social media consultants were used to provide the triangulation for our findings. In contrast to other studies, our research examines an efficiency of the social media strategy of an international organisation covering a prolonged period in the operational settings.

Applying the concept of “orchestration” to investigation of business issues associated with online business networking. The key research questions raised in the paper are whether social media networking for emerging musicians is a viable means to attain value and what kind of means are available to independent music businesses to achieve success through the use of social media. The paper emphasizes “orchestration” as the management of creative combinations of content, marketing tools and techniques for success. The issues of online relationship management are addressed in the context of knowledge mobility, appropriability and network stability.