Botton Village: Case Study
Strengths | Opportunities | * Innovative and highly profitable fundraising model (S1) * Strong brand loyalty from donors (S2) * High response rate to mail outs (S3) * High brand awareness (S4) * Existing relationships with a large number of donors (S5) * High number of individual benefactors (S6) * Increased donor involvement has resulted in more and bigger gifts, irrespective of income brackets (S7) * Existing database systems enable consumer analysis of donors (S8) * Effective use of communication to keep donors informed of events in the Botton community (e.g. Newsletter) (S9) * Has positive, warm, and friendly associations with the public (S10) * Allows donors to “come and visit” if they are passing by increases emotional loyalty for donors S(11) | * Unmet demand in the market place –individuals/companies willing to donate that are yet to be targeted (O1) * Increasing database technology allows for greater consumer analysis(O2) * Increasing Internet adoption allows for both communicating information about BV and online donations (O3) * Decreasing prejudice toward mental illness increases propensity of donations ()4) * Increasingly disposable income of consumers increases willingness for individuals to donate (O5) * Introduction a ‘triple bottom line’ strategies increases propensity for corporate donations (O6) | Weaknesses | Threats | * Restricted geography limits expansion of Botton Village (W1) * Limited expertise in interpreting results of market research (W2) * High fixed costs (W3) * Existing investment opportunities provides less return on investment that previously (W4) * Hesitance from existing donors to donate to Camphill communities in lieu of Botton Village (W5) | * Increasing mail-outs from newly established and already competing charities (T1) * Increasing power of buyers (donors) (T2) * Reaching maturity stage of PLC increases competing marketing competition of donors (T3) * Increased
References: Cygnus Applied research (2011), ‘The Cygnus Donor Survey Where Philanthropy is Headed in 2011, Penelope Burk’ (US Edition) McCully, G. (2008). ‘Philanthropy Reconsidered, A Catalogue for Philanthropy Publication, Boston’, Nonprofit and Voluntary Sector Quarterly Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response, Academy of Marketing Science, 28(2), 226.