What marketing strategies should charitable societies implement to expand their visibility and emphasize their mission?
Head Researcher: Emma Dickinson
Researchers: Zoya Singh, Brooke Sanson, Sandra Palazuelos García, Lauren Brickell
Editors: Jacob Coutts and Monty McNeil
Editor-in-Chief: Edwin Brattselius Thunfors
Executive Summary
This paper examines the marketing strategies deployed by charitable societies at the University of St Andrews. It first establishes both the importance and the difficulty of defining the parameters of this question, while also proposing a solution, before outlining theresearch process. Drawing on our data analysis, as well as broader, theoretical concepts in marketing, it concludes by advancing five recommendations, which we consider effective in assisting charitable societies to achieve their aims — expanding their visibility and emphasising their mission.