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membership growth strategy for the anaphylaxis campaign 1.0 Executive Summary The Anaphylaxis campaign UK is a national charity based in Farnborough, Hampshire.
Submitted by s0454752 on February 12, 2007
Category: Science
Words: 3061 | Pages: 13
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1.0 Executive Summary
The Anaphylaxis campaign UK is a national charity based in Farnborough, Hampshire. The Campaign provides support for those people who suffer from any kind of allergy including nuts, egg, milk, Soya, insect stings and many more. At the moment there are around 8,000 members of the charity. These are mostly made up of people with children suffering from an allergy, mainly intolerance to peanuts or nuts. This new marketing campaign is aiming to increase the membership by the end of the coming year. To start with we are aiming to do that by 25% taking the total membership to 10,000 members. The campaign is aimed at people with children aged 12 18 years of age, as it is realised that this age group, teenagers and young adults, are most at risk from allergy attacks and they need the most support. It is also believed that it is unlikely they would be willing or keen to join the campaign themselves, so it is felt the best idea would be to focus on their parents. The aim is to see a more varied membership with more people joining who suffer from other allergies other than peanut. This will be done by creating awareness of the Campaign and highlighting the fact that it is not for any particular allergy, but for anyone who feels they would benefit from membership.
There is a very large potential market for our Campaign with an estimated 1 million people in the United Kingdom suffering from an allergy of some form, although not all are life threatening. If this figure is taken as an estimate then our members only make up 0.008% of the total population who have an allergy, leaving the Campaign with a very large potential market indeed. Although the Anaphylaxis Campaign is a charitable non-profit organisation, sufficient funds are required to remain in existence. With the membership rates at the moment it may be unable to continue operation in the future. This is not beneficial to anyone as those who need help and support from the...
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