P/B/276. Oxfam and its on-line marketing: is it successful in the youth market?

This paper examines whether the non-profit organisation Oxfam is successful in the youth market (18-21 years). It considers Oxfam's main objectives and philosophy and the current strategy. Furthermore, other charity organisations, like Comic Relief and Christian Aid are also evaluated in order to compare their new media using strategies. Internet, SMS text messaging and digital marketing are taken as the new media means. On the base of the comparison and the characteristics and advantages of the new media, the recommendations for Oxfam's strategy are given with the concrete example steps to undertake. Some concluding remarks are also given in the end.