Marketing Cancer Research UK a case study: Race for Life

Abstract

This study explores how Cancer Research UK (CRUK) as a charity develops and implements marketing for a specific national event called Race for Life. In addition it investigates how the public perceive the chosen marketing materials and how successful they really are. In conducting this study it became apparent just how unrehearsed the topic currently is, particularly in relation to national charity events. Very Limited literature was found on the marketing of charitable events specifically. However the wider reading in the areas of marketing products and events in general were applied to the charity sector which served to define the subject area more precisely. This literature was critically analysed, interpreted and applied to how a marketing strategy is developed within a charity sector, and how it is interpreted by participants. The data used in this case study was obtained through both qualitative and quantitative research methods. This was to provide a more in-depth analysis of the chosen research area. The data was attained through primarily semi-structured interviews, questionnaires and focus groups through the process of convenience, snowballing and purposive sampling. The study found that taking a proactive approach to marketing is essential to any charity for it to be a success. The main discovery reinforcing secondary research findings were that evaluating the current performance strategy is essential to any organisation especially charities as the significance of becoming cost effectiveness is fundamental to keep the loyalty and support of donors. In addition the importance of advertising through the media was highlighted as a very effective instrument of marketing. The research was very effective in achieving the main aims of the study which was to critically evaluate available literature to the research subject, discuss the development of CRUK'S marketing strategy and evaluate the implementation of it. Evaluate the public perceptions of the chosen marketing material and to assess the degree to which the success of the strategy is evaluated by management. It was discovered through conducting this research low little existing information is available for a leading charity in the United Kingdom such as CRUK with regards to the authors research area. As a result this study would be of interest to academics and provide a sound research project as a source of secondary data for any future research.