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Tutor:
Celeste Alcaraz
Introduction
This situation analysis is founded around the National Breast Cancer Foundation (NBCF),
and their fund-raising events. The primary fund-raising event that will be investigated in this
analysis is 'Pink Ribbon Cup Race Day (PRCRD)', alongside; the Not-for-Profit sector.
Throughout this situation analysis a PESTLE and SWOT analysis will be used to
(changefactory, 2014)
investigate various components of the marketplace, and what affect it has. The final task in
this situation analysis is to set SMART objectives for the organisers of PRCRD to achieve in
the next twelve months.
Company Background
Since its foundation in 1994, the National Breast Cancer Foundation has become a leading
community funded organisation currently in Australia (National Breast Cancer Foundation,
2016). The foundations tireless fundraising and research has seen them launch events such
as the Pink Ribbon Breakfast and NBCF Triathlon events. In addition, fund-raising from the
NBCF has raised $20 million since 2003 and seeing all time high survival rates because of
their work (National Breast Cancer Foundation, 2016).
In the year of 2016, 80.8% of Australian adults (14.9 million) gave a total of $12.5 billion
dollars to charities and non-profit organisations in twelve months, with most donations being
monetary, and a small percentage being raffles and other events. With an average donation
for an Australian adult being $200, some of the main reasons for contributing to charities
were:
Being a worthy cause
Respecting the work the organisation does, and its purpose
Sympathy
Benefitting from the charities services
The most common ways for charities and NFP organisations to approach people about
donating is telephone calls, street fundraising and mail or letterbox drop. Regardless of this
trend, the most generic form of donations was made by door knock appeals, with over half of
funds being made via this method (Australian Charities and Not For Profit Commission,
2016). Although there are many people who give donations to charities, there are some
factors that affect peoples reasons for not donating to NFP organisations. Some reasons
people dont offer donations is due to them being financially unstable, or prefer giving their
time as volunteer instead of offering money (Australian charities and not for profit
commission, 2016).
Political Analysis
Political factors are about how a government intervenes in the economy, including
factors such as policies, stability and instability in the market, tax policies,
environmental laws and restrictions within the political segment (scribd, 2015).
A major influence on the NFP market is tax arrangements for philanthropy that are
outdated. NFPs are at time eligible for tax concessions offered by the Australian
government. Due to an outdated eligibility criteria, there is a disadvantage to some
NFPs and trouble understanding the criteria (Australian Government Productivity
Commission, 2010).
Many organisations are eligible to become tax exempt, this can be checked by
assessing the flowchart on the Australian Taxation Office website, or contacting them
(Australian Taxation Office, 2016).
Economic Analysis
Social Analysis
Having a NFP organisation hold an event in your local community, will see the
community come together.
Holding events in a heavier populated will see more crowds come to the event.
Fewer people are giving to charities, however; people are giving more. This will be
beneficial and see NFP organisations benefit as the years progress, as there will be
more people to donate money and offer additional services to the NFP organisation
(Australian Bureau of Statistics, 2017).
Mobile devices Essential part of how NFP organisations engage with supporters.
Mobile devices are becoming more advance, therefore; having a mobile friendly
approach to contact and communicate with donors about events is crucial.
Social media Major communication channel for emerging generations. Organisations
who utilize the benefits will see success, and more revenue at their events. (
npEngage, 2014)
Legal Analysis
Charities that are registered with the ACNC (Australian Charities and not-for-profit
commissions) can become tax exempt (as stated in the political analysis, above)
(dApice, 2017)
Penalties occur to businesses or organisation when they dont confine to the
Workplace health and safety act, 2011. (Queensland Government, 2017)
Under section 42 of the Liquor Licensing Act 1997, it is a condition of every licence
that the licensee complies with the Commissioners codes of practice (Government of
South Australia, 2016). This therefore means, NFP organisations must be aware of the
licenses required if using a licensed venue.
Environmental Analysis
Company Analysis
Positive:
Raises awareness for a deadly disease that takes lives of men and women all around Australia
Due to PRCRD growing, more money is being raised due to more people attending the event
Due to being held in a heavily populated part of Queensland, for people living in South East
Queensland it would be easy to commute to the Gold Coast, therefore boosting attendance.
Negative:
There is other not for profit organisations that people may choose to donate to, as there is a
large quantity of charities around Australia
There isnt a huge amount of advertising put in place for the event, therefore a lack of
knowledge around Australia for the day.
Whilst PRCRC has many benefits such as the event size growing and being in a heavily populated area
of Queensland, there is still challenges which stand in the way of the event, such as other NFP
organisations all raising money and a lack of advertising for the event.
Competitor Analysis
The NBCF is an organisation which raises money for breast cancer through holding events such as
PRCRD. Direct competition is a situation in which two or more businesses offer products or services
that are essentially the same; as such, the business is competing for the same potential market
(Margaret Rouse, 2014). There are many organisations in Australia which all raise money for cancer,
which is where competition arises, and direct competitors can be identified. Many other NFP
organisations such as the Cancer Council Australia, The McGrath foundation, and Redkite, along with
many others offer support, for those suffering with cancer and their families. Differences between these
organisations are that each hold different fundraising events, and have slight differentiation in the
services that they provide to the public. Fewer Australians are giving to charities, however; those who
are giving, are giving more (Probono Australia, 2014). People who donate money, are more likely to
give to charities that have some significance in their life, or have helped them/their families. Indirect
competition is the conflict between vendors whore products or services are not the same but that could
satisfy the same consumer need (Margaret Rouse, 2014). The NRL finals are a major indirect
competitor as they will be held around the same time as PRCRD, which could potentially draw crowds
from the event, to the finals.
Ronald To keep Primary Offer housing for ill Free By having You can STRENGHTS:
McDonald families positioning children, learning service events such donate at Due to being
House close strategy programs, house as Ronald any associated with
Charities when families of sick McDonald McDonalds a fast food
Australia their child children around day, it is an store in giant, it is a
is Australia Australia Australia, well-known
seriously wide event through restaurant.
ill bringing their WEAKNESSES:
crowds. fundraising There are other
events, and charities that
online support families
donations. and sick
children through
housing options.
National Australian Primary Finals football that Ticket The NRL is The event STRENGHTS:
Rugby Rugby positioning will be broadcasted prices held over date isnt A very popular
League League strategy all around Australia, vary the months announced event that will
Semi fans and a very popular between of March to at the end attract crowds,
Finals event that attracts $145- October, of the and potentially
large crowds $485 with 26 football (depending on
rounds and season, the year, a
the finals, however; game may be
ending the tickets are held in
season available Queensland)
during the weeks in WEAKNESSES:
first advance The semi-finals
weekend of will be held the
October. same weekend
as PRCRD,
depending on
where the event
will be held, it
may detract
crowds from
PRCRD.
(Cancer council Australia, 2016) (McGrath Foundation, 2017) (Redkite, 2016) (National
Rugby League, 2017) (Ronald McDonald House Australia Charities, 2017)
In summary, the event attracts people who have a passion for the cause the charity is
supporting, or similarly, people who have a person connection to the charity. People purchase
raffles and lucky dips, while business purchase the naming rights to different element of the
event, bringing in more money.
SWOT Analysis
STRENGHTS:
Is held in a large venue, which will attract more crowds
Breast cancer affects many Australians, which will provide the event with more
support from the public.
Queenslands largest community fundraisers for the NBCF. By having races, which
is a social event, it will see more people, as it is an opportunity to catch up.
WEAKNESSES:
OPPORTUNITIES:
Social media is becoming more and more popular as the years go on, thererfore;
more online fundraising could be done.
The event is always held around the same time as the NRL finals series, this could
see less males at the event due to attending the NRL. The event could potentially
change dates, attracting more people
Could aim for more numbers, and potentially be 'Australias largest breast cancer
fundraising event'.
THREATHS:
In 2017, having a larger venue, there will be more costs for extra tables, chairs and
decorations to make the area look nice.
Due to the event being run mainly by volunteers, they may not put in 100% effort as
they don't get pain and potentially threaten the events stability
Objective 2: Increase the advertising for the event by 30% in the next two years, by using
social media and communicating with the target market, this will help increase attendance
and find future sponsors.
By increasing the advertising for the event, not only are you benefitting by potentially having
more people attend the event, you are putting the word of the event out into the community,
which could lead to more sponsors. Once you have increased the attendance, more money
for the event will be raised, benefitting the events reputation.
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