Case analysis Essay Example | Topics and Well Written Essays - 1000 words - 5

Case analysis - Essay Example Thus, Yurukova has a responsibility to come up with a brilliant strategy that can be implemented in order to improve the fundraising process. At the moment, Trinity University mainly relied on using telefundraising channels. This is a marketing approach that uses telephone to reach different people in different parts of the country. The targeted people are mainly graduates from Trinity University. Mariya is contemplating segmenting the targeted donors by using different strategies in order to make generate as much money as possible. One of the segmentation methods is to target the people by either alumni or by graduation year. The other strategy used to segment the targeted people is by using their faculties. It has also been envisaged that the targeted people can also be segmented on the basis of extracurricular activity as well as Trinity University involvement. The other marketing strategy used is direct marketing and this involves face to face interaction with the targeted people. The marketing mix approach (price, place, product and promotion) of the university involves different strategies. The price for conducting clients using direct mail is pegged at $0.88 while the price of doing the same using telefundraising is estimated to be $5.60. The product involves donations made by the targeted people to the university. The place for this activity is centralised since it is coordinated from the institution while targeting people from different places across the country. As part of its promotion strategy, the university is also contemplating to use direct mailing strategy where direct mails are sent to the people found in the institution’s database. The other promotion strategies include online giving and telefundraising. The real issue is finding and training quality telefundraisers. At the moment, the university is relying on a single individual alone. This initiative requires the the efforts of many