Produce a report in 5 parts (1250-1800 words):
Market analysis (15 marks)– use secondary research to provide:
an overview of the charity sector nationally and locally (East of England). Your overview should include as a minimum the number of charities and breakdown by type of cause;
an overview of how these charities are funded (for instance, a breakdown of the types of income which enable charities to operate);
a review of the impact of Covid 19 on charitable giving and other support for charities;
Consumer research (20 marks) –use more detailed secondary research to analyse:
which consumers ( eg by demographic &/ or psychographic criteria) support charities related to the arts and / or disabilities
the types of fundraising activities and donations used to fund charities related to the arts and/ or to disabilities;
how different consumer groups prefer to engage with charities – for instance you could choose to analyse by age group or any other demographic or psychographic criteria.
‘Competitor’ insights (20 marks) –use secondary research (online) to:
provide an analysis of the marketing communications, messages and online media used by Bedazzle in comparison with 3 similar charities to appeal to donors and to encourage/ support fundraising
Similar charities= ideally smaller charities which support causes related to the arts OR support disabled or autistic young people OR both
Insights for the Client: (15 marks) provide a summary of the key findings and insights of relevance for Bedazzle
an outline of the main strengths Bedazzle appears to have for attracting donations and fundraising
a rationale for what needs further investigation, by secondary and/ or primary research, to inform (assignment 2) a marketing communications proposal to appeal to consumer donors and / or fundraisers
Primary Research investigation (20 marks) prepare an electronic survey (using Qualtrics) to find out more about the attitudes and behaviour of potential donors and/ or fundraisers. Question areas might include:
which participants support which causes/ charities &how they engage with them
which aspects of Bedazzle might appeal to them
participants’ reasons for supporting or not supporting this type of charity.
Type of assignment: Essay
Subject: Business
Pages: 5/1375
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