Compassion International, a Christian charity organization, plays a critical role in the society to save the children from poverty and helping the oppressed and the needy. They depend on sponsors and donors across the world who support them inform of financial resources that help to transform these children. The essay seeks to identify and discuss the long-term objectives of Compassion International.
The first objective is to expand Compassion International market recognition by about 20 percent. Compassion International evidently has limited market recognition which indicates the major weakness of the organization. Compassion UK is currently not the market leader, and therefore there is still considerable work to be done to gain recognition amongst the broader Christian audience. Compassion UK does not have the critical recognition that would give them a competitive advantage over the market leader organizations within the same industry hence might not be able to attract huge donors as is the case with the market leaders. David & David, (2015) asserts that social media campaigns has emerged as the best opportunity for every business that wishes to expand their profitability and it might be important for Compassion International to invest on social media and create greater awareness across the world. By using CUk’s online presence, the organization will be in a better opposition to generate sponsorship campaigns on the various digital platforms including Facebook, Twitter, and Linked In thus ensuring that they get more supporters as necessary. Using this opportunity, Compassion International would also be able to increase their overall level of awareness of CUK online thus making them known by many people thus expanding their market recognition.
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The second objective is to develop about 10 percent new ambassadors. Development of new ambassador relationships is another significant opportunity available for. As Compassion continues to partner with well known Christian artists and speakers, it is vital that they connect their online audience with their ambassadors. This will enable the organization to significantly increase the number of users who will be viewing their materials thus creating an extensive awareness of the organization and their services which would further increase the chances for them to attract potential donors and supporters. Compassion International has also been shown to have constrained financial resource which apparently means that they are not able to adequately fund all their plans. According to Khieng, (2013), numerous organizations have emerged and offer similar services offered by the Compassion international; therefore, they tend to compete with Compassion for the available donors thus resulting in limited resources available for the organization. With limited financial resources, the organization might not be able to continue admitting more children and delivering the services as required hence posing a challenge to the firm. Such problem will be solved when the organization develops and increases more new ambassadors.
The third objective is to increase the digital media technology of the company by 50 percent. Compassion International has a limited digital media resource which affects their overall operation in the modern-day dominated by technological advancement. To keep up with the online presences of CUK’s competitors, CUK must increase the personnel working on digital media to not just maintain but to grow ( David & David, 2015). With extensive digital media presence, the organization will be able to create a global presence which will enable them to attract more sponsors that would facilitate smooth operation of the organization. According to Khieng, (2013), s sponsors provide financial supports that are meant to improve the social-emotional, cognitive, and physical health and well-being of the sponsored child over extended periods. Therefore with digital media technology, the organization will easily expand their sponsors and operations globally. The sponsors thus play a crucial role in these programs hence they continuously exchange photos and letters with a sponsored child and this would be made efficient using digital media technology.
References
David, F., & David, F. R. (2015). Strategic Management: A Competitive Advantage Approach, Concepts and Cases.
Khieng, S. (2013). Funding Mobilization Strategies of Nongovernmental Organizations in Cambodia VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 25 (6), 1441-1464. Doi: 10.1007/s11266-013-9400-7
