Digital Communication Assignment 3

Digital Communication Assignment 3

Save the children foundation is very reliable in using their online tools for advertising and in spreading their key message to their target audience. Their most used communication platform is online social media, in order to share their exciting news, advices and tips. Besides that, they communicate through magazines and emails to sponsors what the money has been used for and what the plans are with the left over money. The foundation has big sponsors such as Pepsico, Godiva, Google, Sony etc. This already gives the foundation an advantage, as new sponsors get the feeling that the foundation is reliable and knows how to use their money wisely. Not only is this an advantage for the foundation but also for the big companies, as they show customers that they invest in organizations.

As Save the Children is only working with continents, which are LEDC’s or have poor regions, it is understandable that they are not focusing a lot on a continent such as Europe. Though, the fascinating change to see within the community would be that the foundation would spread more to Europe and create awareness in a country such as the Netherlands. Countries in Europe are also suffering from refugees. Save the Children focuses on refugees, which move from country to country. Over 3.5 million refugee infants are currently uneducated. This is a very large number and causes those to be involved in entering early matrimonial or even children trafficking. To prevent this problem as well as in those countries where Save the Children is already present and Europe, money will have to be invested and more sponsors will have to be found.

In order to make the foundation better known, there are certain techniques that can be used.

Authority is a technique that has been used from the start. The authority characters at Save the Children are Oprah Winfrey in the 1990’s and Carolyn Miles currently. They made sure that all the sponsors are aware of what is happening to the money being sponsored. In the past and currently, people think that having an idol that represents a community influences them in joining the organization. This can be tricky, as from the moment the idol is no longer the image of the community, the community loses various sponsors. This technique can be applied to a new idea, which would be to organize a marathon in different countries in Europe, which would all start at the same time. In one of those countries Carolyn would do the opening of the marathon, which would create awareness for new sponsors. Besides that, every person that participates in the marathon would have to pay a participating fee, and the money collected from the event would be donated to Save the Children Europe. 

Power of We is another technique, which is already been present in the foundation. Save the Children engages their whole community and sponsors as a family. They find it important that everybody is aware of what is going on in countries that the companies and people are sponsoring. Besides that, making everyone feel engaged gives people the opportunity to create more respect for the foundation. This technique can be adjusted by not only making the people that are already sponsoring the foundation feel like family, but also the people that are not yet sponsors. This can be done by explaining the advantages of becoming a sponsor and joining this ‘new’ family.