A Study of Strategic Planning and Marketing Communication for a Nonprofit Organization: A Case Study of Taiwan Lifeline International

• Main Authors: Ya-Hsuan Wu, 吳亞璇
• Other Authors: Shu-Ling Liao
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/jbmgqs

碩士 === 元智大學 === 管理碩士在職專班 === 103 === This research studied the strategic planning and marketing communication of non-profit organizations and used Lifeline Association as a case study for analysis. Lifeline Association, a public interest group established in 1977, devotes itself to suicide prevention with a 24-hour hotline service. After reviewing Lifeline Association’s vision, mission, objectives, and internal/external environment SWOT (Strength, Weakness, Opportunity, and Threats), competitive environment, and main strategy, the research made a detailed diagnosis in Lifeline Association’s strategy planning and marketing mix. The diagnosis used the STP analysis, 4 P’s method (product, price, place, and promotion), and brand marketing method; besides, for marketing communication, the research used AIDA Model, Hierarchy-of-Effects Model, and Innovation Model to check Lifeline Association’s current marketing activities to find its deficiencies and give reinforcements. Lastly, the research proposed marketing methods as follows: 1. Making posters for all schools 2. Training seed teachers 3. Establishing official mobile communication accounts 4. Designing mobile communication stickers 5. Creating slogans and mottos 6. Allying with Teacher Chang Foundation The research findings can be used by the kind of non-profit organizations for reference