Investigating community awareness and perception of charities: an analysis and recommendations for the future of Age Concern

Perrin, Armelle (2009) Investigating community awareness and perception of charities: an analysis and recommendations for the future of Age Concern. BSc dissertation, University of Portsmouth.

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    Abstract

    This research has for purpose to study Age Concern previous campaigns and recommend appropriate ideas for a new marketing strategy. As part of the secondary research, an introduction to charities and marketing for charities was given to provide the necessary knowledge on the topic. References of altruism through an economic and philosophical perspective have helped understand motivations and reasons behind donating and volunteering. Primary research made via questionnaires, a focus group and an interview with the management of Age Concern Portsmouth have determined more precise issues that are encountered when marketing charities related to the elderly. respondents’ perceptions and interpretations of Age Concern’s services and advertising campaigns have helped understand what can be improved in the charity in terms of impact and image that they reflect on the public. Recommendations to enhance Age Concern’s marketing are to involve the community from a young age, using schools to help children and teenagers to feel comfortable around the elderly and help them, enhance communication between all branches and the head office of Age Concern, use positive images to make people react in a positive way to Age Concern’s advertising messages, and research further people’s expectations and perception of effective advertising for Age Concern.

    Item Type: Dissertation
    Departments/Research Groups: ?? EDAM ??
    Depositing User: Jane Polwin
    Date Deposited: 25 Jan 2011 10:40
    Last Modified: 28 Jan 2015 11:17
    URI: http://eprints.port.ac.uk/id/eprint/1063

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