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Contents Contents 1 1 Introduction 2 2 Marketing Strategy and Analysis 3 2.1 Donor Market Segmentation 3 2.1.1 The Influence of Gender 3 2.1.2 The Influence of Age 4 2.1.3 The Influence of Education and Income 4 2.1.4 Summary 5 2.2 Fundraising Strategy 5 2.2.1 Recruiting customers 6 2.2.2 Customer Retention 6 2.2.3 New Target Market - younger members (12-21 years) 8 2.3 E-marketing Strategies 8 2.4 Summary 9 3 Ladder of Loyalty 9 4 Web Design 12 References 15 1 Introduction The UK voluntary sector is a highly crowded and competitive one. In 1999, the UK had nearly 200,000 registered charities with a minimal growth in the levels of donations (Charity Commission, 1999). While the introduction of the National Lottery in 1994 certainly has had a significant impact on the smaller non-profit organisations (NPO), since it is in direct competition for the pound in people's pockets. Green Nature North (GNN), which is a well-established UK based regional animal and conservation charity operating in Northern England, has experienced difficulties in increasing revenue in recent years to fund their activities due to the reasons mentioned above. The...

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