The Practice Of Marketing Theory In The Red Cross Fund-raising

With the development of economy and society, public welfare undertakings and all sorts of chartable organizations in China thrive. The Red Cross Society of China, one of the most important chartable organizations in the country, begins to flourish after being founded over a century. However, under circumstances of an aggressive and competitive market economy, the Chinese Red Cross, both headquarter and branches are facing with new and tough challenges, esp. challenges in fundraising, which pose a serious threat to the development of Red Cross cause. The Red Cross societies of all levels are eager to renew the philosophy and broaden the fundraising channels.The Chinese Red Cross as the object of study, the thesis has introduced the marketing theory which related to fundraising activities, discussed the limitations and necessary of introducing marketing theory to fundraising, and demonstrated the feasibility of practicing the theory in Red Cross fundraising activities, according to the current situation of Red Cross fundraising in China. Besides, the differences of practicing marketing theory between the Red Cross Society and profits organizations have been compared and practices of the theory in Red Cross fundraising activities have been emphasized in the paper with detailed discussion and evaluation. Case study has been used in analyzing the problems existing in Red Cross practice of marketing theory in China, for a source of reference in the fundraising activities carried by Red Cross Societies in China.