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In actuality charity plays an important part in the life of the modern society. At the same time, business often distances from charity because business is always profit-driven, whereas charity is not related to profits. As a result, companies prefer to focus on their business activities instead of charity. However, in the contemporary business environment organizations grow more and more concerned with the charity issue because charity becomes socially important and affects consistently the public image of a company. In such a way, charity is extremely important in the contemporary business environment because it has become crucial for the modern society. At this point, the decision of "Dates Fruits" to Grove House is the manifestation of the reasonable and socially responsible policies conducted by the modern business, especially in relation to hospice organizations because they need the support of business above all. These organizations have scarce resources and often they are the last hope of people, who are doomed to die because they are terminally ill. At the same time, it is important to point out that charity and functioning of charitable organizations is closely intertwined with the development of the effective organizational performance. As the matter of fact, modern charity is a complex organizational structure and needs the professional and effective approach to the management of charitable organization. Moreover, modern charitable organizations need to develop effective marketing strategy and plan to attract and manage effectively financial resources and to maintain positive organizational performance. In such a context, the Grove House is the organization, which focuses on the hospice services. This organization has proved to be quite efficient but it still needs substantial financial resources and attracts financial resources from business as well as individuals to maintain its stable organizational performance.
Profile of the Charity
Basically, the charity involved the donation of 52.19 pounds from the Magic Dates Fruit to Grove House. As the matter of fact, the donation comprised the day sales of the Magic Dates Fruit and the collection tin. In such a way, the Magic Dates Fruit provided the donation for Grove House. At this point, it is worth mentioning the fact that the charity was very significant for the Magic Dates Fruit because it comprised the day sales of the company. Naturally, in quantitative terms the donation may be insignificant because it hardly exceeds 50 pounds. Nevertheless, the main point is that the company intended to donate as much money as it could at the moment. The Magic Dates Fruit showed its good will and the intention to support the Grove House. Basically, this donation was sincere and implied good intentions of the company and the social responsibility of the Magic Dates Fruit in face of the society and people in need, who live their last days in hospice.
How the activity evolved
At the same time, the donation process and the development of charity activity was a very complex process because the Grove House had to promote its services and aims to attract the attention of business, whereas the Magic Dates Fruit should take a decision to donate to the Grove House. At the beginning the Grove House focused on the study and analysis of current needs of people in hospice to assess the potential and actual needs of the hospice. In such a context, it is important to place emphasis on the fact that the first step in the charity activity was the promotion of the goals of the charitable organization. The next step was the fundraising through the organization of special charitable events, searching for sponsors and donations, the use of mass media to attract new donations and to find stable source of funding. The third step was the accumulation of the financial resources and financial planning to use the available financial resources effectively. In this regard, the Magic Dates Fruit had also to plan its donation because the company spent the day sales revenues on the donation. In such a way, the company should be responsible for such action and to show its good will without considerable harm to the business development. As for the Grove House, this company focused on the financial planning to use the available financial resources obtained from donations effectively. To put it more precisely, the Grove House had to define needs of the hospice, and grade the needs from the most pressing ones to the least pressing ones. Such gradation allowed the Grove House to direct financial resources on the most pressing issues to cover needs of the hospice and to help people, who were in the hospice. The next step was the control over the performance of the activity, which involved the control over donations and the use of funds by the Grove House. In this regard, the control is extremely important because it helps the organization to avoid financial losses and the ineffective use of funds collected from charity. The final step was the assessment and evaluation of the activity. This means that the Grove House as well as the Magic Dates Fruit had to assess and evaluate the effectiveness of the charitable activity. In such a way, both companies can define whether the further cooperation is necessary and whether there is a point to carry on the cooperation between the two companies. The evaluation and assessment allow the organization to assess the effectiveness of its activities and its overall performance. On the ground of such analysis, the organization can make conclusions concerning its effectiveness and take decisions on its further actions.
The Planning Phase
The planning phase was the crucial and probably the most challengeable phase in the development of the charitable activity. To put it more precisely, the Grove House and the Magic Dates Fruit had to plan their actions properly to coordinate their actions and to use funds effectively. The planning included several key stages. The first stage included the definition of goals, which the organization attempted to reach. In this regard, the Magic Dates Fruit attempted to help the hospice through the Grove House. The latter, in its turn, planned to attract financial resources from the part of the Magic Dates Fruit and to use them in their regular activities aiming at the assistance to people in the hospice and meeting the needs of the hospice. The next stage was the definition of methods used by the organization to reach its goals. The Magic Dates Fruit took a decision to use the one day sales and spend them on the charity. Moreover, the company added the collection tin along with the day sales. The Grove House accepted the donation and focused on the use of the financial resources to spend them properly. The next stage was the control over the implementation of the plan. The Magic Dates Fruit and the Grove House planned to communicate with each other, whereas the Grove House sent the letter to the Magic Dates Fruit and carried its plans concerning the further communication with the Magic Dates Fruit via mail. Finally, the organizations planned to assess and evaluate the effectiveness of their cooperation to define their further steps in regard to their cooperation and close interaction.
The pre-event marketing played an important part in the successful accomplishment of the charitable action because both the Magic Dates Fruit and the Grove House had to prepare the charitable action and to take into consideration effects of this action. In fact, the Magic Dates Fruit stood on the ground that the day sales of the company are affordable to be spent on charity and the company assessed the further functioning of the organization, taking into consideration the donation. The company proved to capable to donate money to the Grove House. At the same time, the Grove House had to develop pre-event marketing to attract the attention of potential donators, such as the Magic Dates Fruit. In this respect, it is important to place emphasis on the fact that the Grove House had to organize the promotional campaign to attract the attention of the public to problems of the hospice.
First of all, the Grove House determined the mass media, which the organization used to promote its aims and services. In this regard, the Grove House used the visual media, including television and internet along with print media. At the same time, the Grove House used the close cooperation with the local community to attract the attention of people to the problem of the Hospice. In this regard, it is important to place emphasis on the fact that the cooperation with the local community is particularly important in regard to the development of close communication with the public and shaping the positive public opinion in regard to the support of the hospice. In this regard, the Grove House used the experience of its members to promote the aims and services of the organization within the local community.
Networks - throughout the experience
However, the Grove House could not operate effectively and raise substantial funds, if it failed to expand its network. In this respect, it is important to place emphasis on the fact that the company attempted to expand its network nationwide. The expansion of the network opened larger opportunities for the organization to attract more people and organizations to its needs. In such a way, the organization attempted to maintain the positive public image. At the same time, to expand the network, the organization needed to employ new professionals and to attract more volunteers that needed more financial resources. At this point, it is worth mentioning the fact that the Grove House proved to be quite successful in regard to the expansion of its network.
On the other hand, the organization still faces the threat of the shortage of financial resources. In fact, the threat of the lack of financial resources is a typical threat to charitable, non-profit organizations. At the same time, the Grove House can tackle this problem successfully due to donation from the part of such companies as the Magic Dates Fruit as well as from the part of individuals who are concerned with hospices and their problems. Nevertheless, to tackle the threat of the lack of financial resources, the Grove House had to maintain its promotion and to attract new sponsors and donators. Otherwise, the threat of the lack of financial resources can put under the question the survival of the company in the market. In this respect, it is important to place emphasis on the fact that non-profit organizations are dependent on donations. Therefore, the Grove House should focus on the collection of donations and the well-developed network can help the organization to collect more donations nationwide.
In such a context, it is possible to speak about the resource constraints. However, the resource constraints refer not only to financial resources but also to human resources. At this point, it is worth mentioning the fact that the Grove House is the organization that needs substantial financial resources but what is even more important the organization needs human resources. Today, human resources play an extremely important part in the organizational performance. In regard to the Grove House, the organization needs to attract volunteers to the work in the Grove House but volunteers should be capable to perform their functions and duties properly. In fact, the Grove House needs professionals at all levels of the organizational structure from average volunteers working with the community and hospice to manager and top managers capable to organize and manage the work of the organization effectively. In actuality, well-qualified human resources can maintain the positive organizational performance and stimulate the fast development of the organization. In this regard, the Grove House has certain advantages compared to its rivals because it has professionals, who are experienced in the field of management and marketing. Therefore, human resources represent the internal force of the organization which opens larger opportunities for the expansion of its operations.
Organizational & community constraints
As it has been already mentioned above, the close cooperation between the community and the organization is crucial in regard to the effective organizational performance. the Grove House attempts to expand its cooperation with the local community, which is one of the priorities of the organization. In fact, it is due to the cooperation with the local community, the Grove House attracted the Magic Dates Fruit to its operations and the Magic Dates Fruit provided the donation for the Grove House because the latter has a positive public image in the local community.
At the same time, the positive public image of the Grove House is, to a certain extent, determined by events organized by the Groove House in the local community. In fact, the organization is an active participant of charitable events in the community, in the course of which individuals and companies can donate money to the Grove House to support the hospice. On the other hand, the organization of events needs certain financial resources and significant work on the events from the part of volunteers working in the organization. In this regard, the Grove House proved to be capable to carry out events and to collect substantial donations.
Statement of Income and Expenditure/Finance and analysis
In such a situation, it is important to dwell upon the financial analysis and the analysis of the marketing environment in which the Grove House operates. In this regard, it is possible to use the PEST analysis. First of all, at the political level the work of the organization occurs in the favorable environment because the state supports non-profit organizations that help to tackle socially important problems. At the same time, the organization cannot rely on the state entirely but it needs to find its sources of funding.
In this regard, the current economic situation is not favorable for the Grove House because, in the time of economic recession, people and companies start saving money and charity is the first thing they start cutting costs with. In such a way, donations to the Grove House have dropped consistently leading to the drop of the income and revenues of the company. Therefore, the organization can focus only on the most important issues and problems to tackle, whereas less significant ones remain untouched and unresolved.
In such a situation it is possible to recommend the Grove House to focus on the close cooperation with such companies as the Magic Dates Fruit as well as individual donators because they are willing to cooperate with the Grove House. In this respect, the organization has to make them its loyal donators. The Grove House should stimulate donators to donate over and over again. The sum of the donation may be small and insignificant but donators should accustom to their donations. In fact, they should take it for granted that donations are essential and it is due to their donations people in the hospice can prolong their last days and live them in the normal environment. Donators should understand that it is in their power to bring relief to people, who have suffered a lot and now they live their last days. In such a situation, the support of the Grove House become essential for donators because they feel their own responsibility for the hospice and they should feel the positive feedback from the part of both the Grove House and people in the Hospice. In such a way, the organization can obtain the stable source of funding.
Thus, in conclusion, it is important to place emphasis on the fact that the cooperation between such organizations as the Grove House and the Magic Dates Fruit is essential because this is an effective way to help people in need from the part of business, i.e. the Magic Dates Fruit, to charitable organizations such as the Grove House. In such a way, people in need will receive essential aid and assistance. At the same time, such cooperation leads to the formation of the positive public image for both organizations.