External research

Understanding the Competition

1.) Who are they?

UNICEF, WWF, Red Cross, Cancer groups, Christian Children’s Fund, Greenpeace, MADD, Amnesty International, Salvation Army, DAREarts.com, Canadian Art Foundation (canadianart.ca), pureartfoundation.org, billreidfoundation.org, Vancouver Art Gallery, Royal BC Museum, Vancouver Aquarium, artsumbrella.com, SPCA, BCCH, OXFAM

2.) What do their brands stand for?

IN GENERAL: rebuilding and restoring, conserve/protect, helping, fixing, compassion
UNICEF, RED CROSS, AMNESTY INT, SALVATION ARMY, CCF: helping people/children in need around the world, mobilize political will for children's rights, respond to emergencies, be a transforming influence in community
BCCH, CANCER SOCIETY: saving lives, medical research
WWF, AQUARIUM, SPCA: helping endangered species and educating public, environmental conservation
CHILDREN'S ART PROGRAM: helping underprivileged children, Inspiring youth, empowerment, helping future generation, facilitating exchanging of ideas, encourage and nurture creativity and appreciation in all areas of art, enhance lives through quality arts experiences, development of the arts
ARTS & MUSEUMS: preserving/conserving/protecting artifacts, history, culture, evolution and development of the arts

3.) What markets/audiences do the serve?

People who are sympathetic, well-to-do (have money to spare), wanting to feel good about themselves, have personal connections, to boost self image, may have been helped by an above organization while they were ‘down’

4.) What advantages (weaknesses) do they have?

A lot of them have a strong presences in society. There is a lot of awareness dispersed in our daily lives. They are not solely word-of-mouth. They have more presence and relevance in our daily lives. People have priorities when donating; they rank causes in different ways, but the arts/culture are generally not viewed as important as children, curing disease, and protecting endangered species. They are well publicized and/or marketed

5.) What are their modes of selling and cultivating customers/clients?

Marketing: guilt, sympathy, products in return (tangible gifts), TDR’s, some organizations you can buy regular everyday products you already need, but by buying them through the organization you are benefiting the organization and their cause. selling: Street Corner canvassers, door to door, television/radio commercials

6.) How do they position themselves?

Generally squeaky clean websites, position themselves as helping them is the “right/ easy thing to do,” ... “If you were a good person you would”...humanitarian/ helping organizations ask for small/simple donations that are easily afforded while art/culture organization need LOTS of money and need to ask for large donations

7.) How do they characterize their customers/clients?

Most organizations tend to describe their customers as the only thing that makes the important work they do possible. They hold the donors very high in order to give some kind of value to donating. All organizations other than art/cultural groups have a large customer base from all walks of life, but the arts/cultural groups can go after that same people, but are aware than not just “anybody” would feel compelled to support their cause because it is a far more refined topic/subject

8.) What are their key messages?

That anyone can make a difference in a kids life/saving the whales/in helping the organizations reach their goals. By helping us (rather than doing it alone), their organization can do the most with your donation. We will show you what we’ll do with your money. Praise the customer, and keep them informed (personal connection)

9.) What is their financial condition?

Most do not gain much/any government funding and need to turn to the general public. Some have vast amounts of savings and large marketing budgets, while others

10.) How much market share do they hold?

(the percentages are based on personal perceptions and are not the actual numbers- I’m still looking into it. Market share means the percentage or proportion of the total available market or market segment that is being serviced by a company. eg. If Chrysler sold $250 million worth of cars, and all the cars sold in 2009 amounted to $500 million, then Chrysler would have a 50% market share).

UNICEF: significant (probably the top organization) (75%)
WWF: top animal protection organization (75%)
Red Cross: biggest disaster relief NGO (70%)
Canadian Cancer Society: The cancer organization.. the top (90%)
Christian Children Fund: Oldest, most well known child sponsorship (65%)
Green-peace: top renegade environmental group/lobbyist (65%)
MADD: prominent drunk driving awareness org (90%)
Amnesty International: prominent in protecting rights (90%)
Salvation Army: Community based - depends on location (80%)
DAREarts.com: Ontario-centric (30%)
Canadian Art Foundation (canadianart.ca): (20%)
pureartfoundation.org: small share (10%)
Vancouver Art Gallery: Only historical gallery in Van (90%)
Royal BC Museum: Biggest museum in BC/WestCan (65%)
Vancouver Aquarium: Only animal exhibit in Vancouver (75%)
artsumbrella.com: prominent children's arts (50%)
SPCA: localized groups (80%)
BC Children's Hospital: Go-to children's healthcare (95%)


11.) How do they use brand identity to leverage success?

They can use their brand identity to make marketing easier. Simply their branded logos and simple phrases get the point across because most organizations are already understood in most peoples’ minds. This simple marketing helps them gain success with less “explaining” of what they do. Since the general public already knows most of these organizations they only need to think about if they can help, rather than having to understand what the organizations do, then determine if they want to help.

12.) What do they look and feel like?

UNICEF, MADD, RED CROSS, SALVATION ARMY all have seemingly old logos/identities, but are easily recognizable. But, due to their ‘oldness’ of their logos, they are less enticing than newer/friendlier logos.

VANCOUVER AQUARIUM, ROYAL BC MUSEUM, SPCA, etc have warmer less ‘old’ feeling logos and just seem fresher and more welcoming. These fresher logos instill a feeling of ‘doing’ and getting things done, more on the ball and up to date. Like they have ‘things together’ and will do good things with donations and funds.