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Running Head: MARKET ANALYSIS ON CHARITY ORGANIZATIONS 1
Market Analysis on Charity Organizations
Justin Wong Zhe Xuan (J13011467)
INTI International College Subang Jaya
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 2
Problem Statement
Similar charities have been receiving impartial publicity and
donations over the recent years.
The difference in popularity for similar charities that involved
abused children is because one gets more media coverage than the
other. This also led to a difference in donations from corporate
organizations in the form of money and volunteer services.
The overall goal is to figure out the main factors contributing
to the issue.
Research Objectives
1. To assess the charity events that is done in collaboration
by the charity organizations and companies.
2. To compare the popularity between charity organizations and
to investigate the factors contributing to it.
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 3
3. To list down charitable initiatives that is not often tapped
into.
4. To discuss on the methods abused children-related charity
organizations are using to create awareness regarding the
issue of children being physically and mentally abused.
5. To evaluate annual reports by different charity
organizations.
Research Questions
1. Why are some similar charities more popular than the other
one?
2. Why are charity organizations receiving impartial donations?
3. What are some of the different charitable initiatives out
there?
4. How involved are the charity partners with their respective
charity organizations?
5. How are the donations being used?
Research Limitations
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 4
One of the limitations is the limited amount of time that was
received to complete a thorough research on this particular
subject matter. Students were only given 3 months to complete the
research paper and it might not be as detailed and thorough.
Charity organizations’ websites are lack of information; the
websites are too simple and only able to provide basic
information but not enough details.
Purely secondary research might affect the authenticity of
information when compared to primary research methods.
Industry Description
The area of research is done within the charity industry.
According to Merriam-Webster online dictionary, charity
organizations are associations or societies that help people in
need or an institution that engages in relief of the needy.
Charity organizations are normally sustaining themselves based on
public donations or contributions from corporate companies. Most
of the time, corporate companies only do charity as part of their
corporate social responsibility also known as CSR. They do it as
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 5
an annual thing where they find random charities that they want
to and make up a charitable initiative that would be able to help
the charity organizations that are in desperate need. Donations
can come in a lot of forms, either monetary or non-monetary.
Monetary is financial support or cash donation in other words
whereas non-monetary support can vary. It can be donations in the
form of toys, old clothes, or even volunteering services. Most of
the charity partners do both because they want to show a high
involvement rate in the collaboration to get good publicity.
Abstract
The main objective of this market analysis paper is to figure out
the problem that lies within the impartial donations that similar
charities have been receiving over the recent years. This paper
fulfills the objective by analyzing the factors that are
contributing to the problem of the differences in terms of
popularity even though they are of similar cause. Main factors
are such as media coverage, types of charity partners and the
quality of information the organization puts up. In this
research paper, it will also be identifying different kind
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 6
charitable initiatives and also evaluating a charity project by a
corporate company. This paper also recommends that companies
should start donating to unpopular charities because they need
more help than the popular ones.
Introduction
Charity organizations are institutions that sustain
themselves by merely public’s donation and also some contribution
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 7
by the corporate bodies. Hence, it is very important for these
charities to actually get publicity however they can in order to
get the funding to run the charity and provide a well-built
environment for whoever is involved. Popularity between each
charity can vary depends on certain factors and this body of the
paper will be analyzing the factors that are contributing to the
difference in terms of popularity based on three criteria. The
criteria are media coverage, charity partners and also quality of
information provided. The charities that will be involved in the
research are child abuse related charity organizations and these
charities are purposely chosen for their big difference in
popularity.
The charities that were chosen for this paper are P.S the
Children, Handicapped and Mentally Disabled Children’s
Association Johor Bahru, SHELTER Home and Rumah Hope. The first
two parts of the body in the paper will show a breakdown on what
each charity organization does to differ themselves and why are
some of them more popular than the other one. The next part of
the content in the paper introduces the readers to some of the
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 8
unique and special charitable initiatives that no one has tapped
into yet. Some additional information that was included in the
research questions were also answered in the next section which
is also inclusive of an evaluation of a company’s charity
project.
Analysis
Introduction of Charities
In 2008, according to the Department of Social Welfare, a
total amount of 2,780 child abuse cases were reported and it has
increased from the previous years. In 2006 and 2007, there were
1,999 and 2,279 incidents of child abuse reported. Most common
type of child abuse is child neglect followed by physical abuse
and sexual abuse. Being a common type of abuse and there are
children dying (DoSomething, n.d.) because of such acts, a few
charity organizations have been set up in Malaysia in order to
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 9
fight for these children and provide physical and mental
healthcare for the victims.
P.S The Children was founded back in the year 1999, the
charity organization received their first client after making an
appearance on the popular morning show “Selamat Pagi Malaysia”.
This charity conceptualizes a world where children rights and
each and every of their dignity are protected through a series of
advocacy events providing effective prevention education to both
the adults and the children plus enhancing treatment services at
the same time. They have a series of programs such as Child
Sexual Abuse (CSA) Prevention Training where the community is
given a chance to learn more about CSA, how to take pay attention
to signs and symptoms of CSA, which authority to report to if CSA
cases are found. The Personal Safety Programme for Children was
also initiated to help children gain their self esteem and the
knowledge to protect them from being bullied and abused
specifically. On top of that, individual and group therapy
sessions are also provided in the charity whereas case
intervention support is also available through the reporting of
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 10
cases and court trials. Their support and services are inclusive
of accompanying the victims to police stations, hospitals and
make reports on their behalf. If needed, the charity will
cooperate with the local social welfare organizations to prepare
the victims for court hearings. (P.S The Children, 2011)
Rumah Hope is a shelter home that gives proper health
services, education materials for children whom are victims of
abuse that is located in Paramount Garden, Petaling Jaya. This
charity organization started off as a social ministry of Good
Hope Lutheran Church back in the year 1994. The charity currently
shelters a total amount of 60 children and it provides the
children to have the opportunity to make up with their parents.
The home also tries their best to give the victims of abuse a
complete education in government schools. Live living skills are
also taught to the older children, for instance woodwork, sewing,
and handicraft. They prepare the children to be ready in the
outside world. (Rumah Hope, 2013)
Handicapped and Mentally Disabled Children Association Johor
Bahru was founded in May 1990 housing only seven children at that
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 11
time. The organization has now expanded itself into sheltering
more than 220 children. They provide facilities, healthcare and
also education to not only physically disabled children but also
those that were once victims of abuse. The organization has
several facilities available to assist the children ranging from
shallow hydrotherapy pool for young children to physiotherapy
room. (Refer to Figure 1) Majority of the children whom are residing in
the charity are mostly victims of abandonment by their natural
parents. (Handicapped and Mentally Disabled Children Association
Johor Bahru, 2004)
SHELTER – Home for Children is known to be a welfare
organization that assists young people that experienced
abandonment, neglect and abuse. The charity started off helping
victims of abused since 1981 by initiating tuition classes to
assist children better their studies. This charity provides
proper shelter, counseling sessions, and also therapy sessions.
(SHELTER, 2013)
Analysis of Charities
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 12
Similar charities are found across the country but what
makes one different from another and what makes one more popular
than the other one is the main problem that is trying to be found
out through this market analysis paper. For instance, 4 similar
charities that are fighting for the same cause which is child
abuse in this paper’s case can be easily found. P.S The Children
and Handicapped and Mentally Disabled Children Society Johor
Bahru are the more popular charity and they are more often
donated to when compared to SHELTER Home and Rumah Hope.
Firstly, what differs them from each other is the charity
partners they collaborate with. P.S The Children has a total of
30 different charity partners that have their own roles to play
in order to help the charity organization. These partners are
tertiary education institutions like HELP University and Sunway
University, radio stations like BFM and Capital FM, TV station
like ntv7, Shell and other local social welfare organizations.
Each charity partner of P.S The Children plays a different role
in contributing to the cause, academic institutions help recruit
interns that are interested in doing the related field of work,
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 13
media channels like radio stations and TV stations are meant for
the charity to raise the awareness regarding the issue in a large
scale meaning it can reach a larger audience when compared to
conventional promotion methods. They also work together with the
ministry of education to implement educational programmes, and
also Polis Diraja Malaysia to assist in case management and
training. (P.S The Children, 2011) The charity partners that
collaborate with the Handicapped and Mentally Disabled Children
Association Johor Bahru are such as the local Chinese newspaper
Nan Yang Siang Pau Sdn. Bhd., Magnum 4D, Bursa Malaysia Berhad,
Hong Leong Foundation, Munchy Food Industries Sdn. Bhd. and more.
(Handicapped and Mentally Disabled Children Association Johor
Bahru, 2004)
Charity partners that work with SHELTER Home are See Hoy
Chan Sdn. Bhd., Grid 9, Galeri Chandan, StreetDeal.my, and ESSE
organic. (SHELTER, 2013) As for Rumah Hope, the charity partners
are such as IJM Corporation, Groupon and See Hoy Chan Sdn. Bhd.
(Rumah Hope, 2013). The main difference between the first two
charities and the latter charities are the difference in the
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 14
kinds of partners they collaborate with. In terms of amount, P.S
The Children has the most charity partners out of the four,
followed by Handicapped and Mentally Disabled Children
Association Johor Bahru (PPKKTAJB) then SHELTER Home and Rumah
Hope. With more charity partners, charities get more help, when
they get more help; they receive more public awareness and would
be able to raise more funds. The companies that work with P.S The
Children are also better known, for example ntv7 is a popular
local TV channel where every Malaysian knows about and they also
have SHELL and Sime Darby, two multinational corporations as
their charity partners. PPKKTAJB is also more popular thanks to
the same factor; they have Nan Yang Siang Pau Sdn. Bhd. as one of
their supporters which could help them get more public
recognition and huger press coverage among the Chinese community
since the newspaper is of Chinese language. Most of the charity
partners that work together with Rumah Hope and SHELTER Home are
local based companies which explain why they are less popular.
The media coverage that each charity gets also varies, the
more media coverage one charity gets, the more people will know
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 15
about it because the public is exposed to the media the longest
amount of time. Media is everywhere, newspapers, internet, TV,
radio stations and advertisements. According to the annual report
provided by P.S The Children, in 2009, they were approaching the
public pro-actively by appearing on the morning news show
“Breakfast Show” on TV3 and after that they went onto BFM for
radio interviews to talk about topics related to Child Sexual
Abuse. They have also received opportunities to be featured in
several newspapers like The New Straits Times and The Star. In
2010, according to P.S The Children’s annual report also, their
media-related activities increased tremendously from 12 to 23.
The activities are inclusive of newspaper articles, magazine
feature articles, appearances on local radio stations and TV
stations. They also had an advertisement up on “Mamak TV” which
was run for 40 times per day in three different Mamak restaurant
outlets. As a result of more media coverage, the charity
organization experienced an increase in their income in
“Donations and Fundraising” by 12% to a grand amount of RM902,
359. This has proven that the more media coverage the charity
gets, the more people will know about the charity, and when
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 16
public recognition increases, it directly affects the income in
terms of donation and fundraising activities. The two unpopular
charities are also lacking in terms providing in-depth
information regarding the organization itself. All charity
organizations that are mentioned have their own websites but only
the sites of P.S The Children and Handicapped and Mentally
Disabled Children Society Johor Bahru are up to date and filled
with information. Rumah Hope’s website has only really basic
information included the section of what kind of events or
projects they do are down and have not been updated during the
course of this research period. (Refer to Figure 2) P.S The
Children’s website has uploaded their annual reports from the
past year 2009 to 2012 (Refer to Figure 3) which could provide
visitors whom have the desire to donate more detailed information
on what the charity does, what are some of the companies that
work together with them and how much have they raised each year.
By providing this precious information, it could help kind-
hearted donators know where their money is going to, how are the
donations used and other vital information. Hence, by having a
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 17
website that is compact with details is one of the crucial
factors to help the charity gain more popularity and publicity.
These charities sustain themselves merely on public’s
donation and their own fundraising events. Therefore, it explains
why the popularity of each charity organization plays a crucial
role because without publicity, without public recognition, these
organizations that are doing good deeds for these victims of
abuse will not be able to pay electric bills, maintenance fees,
and other kind of financial liabilities. Though, sometimes it’s
not always about the money, sometimes the act of raising
awareness is prioritized first just like in P.S The Children’s
case.
According to the 2009 annual report issued by P.S The
Children, a number of multinational companies have been working
with P.S The Children as part of the company’s corporate social
responsibility also in hopes to bring about awareness regarding
Child Sexual Abuse. One of the main companies that collaborate
with the charity is United Overseas Bank (Malaysia) Bhd which
also stands for UOB. The alliance was decided to last for
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 18
several years with different projects. UOB funded three projects
in just a year, the company provided enough funds to carry out
the implementation of “Keeping Me Safe” Program for 6 primary
schools located in Kuala Lumpur, 2 secondary schools for impaired
hearing teenagers and 12 primary school personnel were given
training courses to form a Child Protection Support team.
“Keeping Me Safe” program is one of the charity’s personal safety
programmes for children to learn how to protect themselves and
also allowing the adults to have knowledge about Child Sexual
Abuse. On the 18th of April 2012, students studying Diploma in
Event Management from Sunway University have also raised fund for
P.S The Children through a fundraising dinner in conjunction of
the University’s Hope campaign. (Refer to Figure 4 and 5) The main
purpose of the event was to create awareness and educate students
about child sexual abuse and how every child does not deserve to
let their childhood getting robbed away by being the victims of
abuse. (P.S The Children, 2012) At certain times, it isn’t always
the corporate organizations that find charity organizations to
work with; sometimes the charity organization itself will take
initiative to approach companies for help. According to the year
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 19
2009 annual report of P.S The Children, they took up the
initiative to approach Sime Darby Sdn Bhd to develop a “corporate
child protection framework”. This framework suggested that as the
leading palm oil plantation company in Malaysia, the company
should incorporate child protection policies in any sort of
corporate events and also in plantation works. Another company
that has worked together with P.S The Children is Hong Leong
Foundation to create a new initiative. The both have came up with
the project “REACH” which stands for “Responsible Empowerment
Activities for Children in Homes”. The project is aimed towards
children whom are in shelter homes that are not well equipped and
filled with careless care providers. The project is also to help
these children to overcome inadequate social status in school
because these children have a higher chance of being subjected to
bullying by other schoolmates. This kind of treatment will lead
to exploitation and victimization when they become adults
eventually.
The Handicapped and Mentally Disabled Children Association
Johor Bahru raised fund for their own organization by holding a
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 20
charity sale at the New York Hotel from 3rd of August to 5th of
August 2013. Deloitte has also been one of the companies that
have worked with the charity as part of their corporate social
responsibility. Their initiative is known as IMPACT Day, it is an
annual celebration where the company gives back to the local
community and they organize trips to community centers, social
welfare organizations and also orphanages. For year 2013, the
company has decided to give a helping hand to this association
and they have helped them raised an amount of RM1, 365. On top of
monetary support from the company, the employees also
participated in being the volunteers (Refer to Figure 6) for the day.
(Handicapped and Mentally Disabled Children Association Johor
Bahru, 2013) The charity sold handicrafts made by the children in
the association. On 24th May 2012, Tesco Kulai has also initiated
their own charity event named “Hypermarket Big Sweep” and
participants were required to find 15 products inside the
supermarket within a 20 minutes time limit. All the items that
were found by the contestants during the sweepstakes were donated
to the charity. (Handicapped and Mentally Disabled Children
Association Johor Bahru, 2012)
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 21
Ford gathered its employees and managers during the 6th
Annual Ford Global Week of Caring and made a donation of RM20,
000 to Rumah Hope as part of their charity initiative. Other
than merely monetary support, Ford has also collected children’s
clothes and toys from their customers to be donated to Rumah
Hope. (MotorTrader, 2011) According to the year 2012 annual
report issued by Quill Capita Trust, the respective company has
donated RM19, 730 in cash to Rumah Hope as part of their
corporate social responsibility. The donation was used to
purchase facilities and equipments for the home’s computer
classroom. Other than monetary donations, the company’s staffs
have also donated food to the children and even had a lunch
gathering with the children in order to show some care and
support rather than just merely cash donation. Dutch Lady Milk
Industries Berhad has also donated RM20, 000 to the “Rumah Hope
Building Fund” campaign and also provided one whole year of
supply inclusive of various dairy products to be given to the
children. (Dutch Lady, 2005) According to the year 2012 annual
report by IREKA, the corporate social responsibility programme of
the company was initiated through IREKA Care and they have
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 22
provided non-monetary support towards Rumah Hope, the staffs and
workers taught the children in Rumah Hope arts and crafts, living
skills and also exposed them to performing arts.
SHELTER Home does some of its own fundraising initiative
also, for instance they produce their own calendars for sale. The
year 2014 calendar is already up on the website, ready for the
public to pre order before the New Year arrives. According to the
organization, this fundraising event has always been an important
part of the organization and it has helped the organization raise
a lot of money and also it involves a lot of resources and
effort. (SHELTER Home, 2013) See Hoy Chan Sdn. Bhd. has also
partnered up with SHELTER Home and two other beneficiaries which
are Rumah Hope and United Voice to raise fund for the respective
beneficiaries through a fundraising dinner called “Chuckle 4
Charity”. The dinner showcased famous local stand-up comedy
artists such as Kuah Jenhan and Douglas Lim. The fundraising
dinner was a total success and helped the charities raised a
whooping amount of RM489, 000. (Refer to Figure 7) The money was
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 23
equally distributed among the three charity organizations. (See
Hoy Chan, 2013)
Charity Initiatives
One of the more unique kinds of charitable initiatives can
be seen being done by the Breast Cancer Welfare Association. The
charity organization that provides support for women with breast
cancer initiated a campaign called the “Orchid Day” and the
organization sells orchids by writing letters, with order forms
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 24
attached together to send it to corporate companies and
individuals. The charity’s main goal of the initiative is to
create awareness in preventing premature deaths among the women
with breast cancer. The people who buy orchids will get the
chance to arrange the orchids in their own way and send it to
their loved ones. On top of that, the association also provides
orchid arrangement workshop for those whom are interested. The
charity organization won the 2012 Malaysia Fundraising Awards
with this initiative. (The Resource Alliance, 2012)
The issue of children being abused is a common cause that
corporate companies donate to usually as part of their corporate
social responsibility, same goes to breast cancer, women’s
rights, and orphanages. However, there are some charitable
initiatives that have yet been tapped into by the public, it’s
either they had little or no knowledge about it. Psoriasis is a
inherited skin disease that would cause the skin cells to grow
too quickly, as a result the skin would be thick and would form
patches on random parts of the body. This skin condition can be
very embarrassing especially for teenagers or school-attending
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 25
children. There is currently no cure for the disease but only
temporary medication to keep the condition under control. (WebMD,
2010) In Malaysia, there is only one charity organization that is
helping out the people that has this life-lasting disease which
is Psoriasis Association of Malaysia. The association started to
help these people out since the year 1987. They try their very
best to improve the lives of those who have psoriasis and also
their family members. The organization is purely funded by public
donations and it is served by a number of medical advisors that
focus on the dermatologist field. The charity also provides an
online forum that allows patients to discuss about the disease
and what are some of the medical treatments or health care
services that they can possibly get in the country, it also
serves as a platform for them to make friends with one another.
(Psoriasis Association of Malaysia, 2009)
Another rare charitable initiative that has yet been tapped
into would be rare disorders in Malaysia. The only charity
organization that is helping out the community that has rare
disorders is the Malaysian Rare Disorders Society. The charity
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 26
was formed back in 2004, and the organization is formed to
represent the voices of those individuals that are affected by
rare disorders. “A rare disorder is a medical condition that only
affects only a few people in the population and usually has
genetic origins.” The charity focuses on raising awareness
regarding the disorder since not a lot of people know neither
about the charity nor about the disorder itself. (Malaysian Rare
Disorders Society, 2013)
Additional Information:
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 27
Charity organizations work with local or multinational
companies to raise fund and help those whom are in need, to
create awareness among the public, to educate children and adults
regarding the issue but the relationship between the companies
and the charity itself sometimes vary. The involvement rate of
the charity partners is different for different charities and
companies. Some of the companies are very involved in raising
fund for the charities, meaning not only they provide support
financially, but also provides manpower or volunteers to help
these kids whom are once victims of abuse. Hence, we can deduce
the relationship as the higher the involvement rate of the
companies with their respective charity organizations, the higher
the chance of them working together in the future again. To back
up that hypothetical statement made, according to the year 2009
annual report by P.S The Children, UOB Bank not only funded the
projects but the company has constantly send out their staffs to
actively participate in terms of monitoring and evaluation
process during the “Keeping Me Safe” program. As a result, UOB
has been working together with P.S The Children for three years
consecutively, from 2009 to 2012. Donations by the public and
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 28
companies are normally used for similar items after comparing all
the charity organizations. Donations usually go back to the
children’s food, living expenses, personal clothing, medical
fees, school fees, educational materials and also internet
access. Some of the charity organizations like P.S The Children
allow their donators to choose how they would want their
donations to be used before they actually fill up the donation
form.
The project that will be evaluated is the “Green Treasure
Hunt” project that is done as a result of collaboration between
Berjaya Starbucks Malaysia and Tourism Selangor. This project is
a part of Berjaya Starbucks Malaysia’s annual CSR initiative
which is called Global Month of Service where charity projects
would be done throughout the month of April. The scavenger hunt
took place in Hutan Lipur Sungai kanching in Templer’s Park,
Selangor. The event involved a total amount of 500 participants
which includes Starbucks employees, customers, staff from Tourism
Selangor and even members of the media. The participants were
first broken into groups of 4 and went through station games that
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 29
require them to clean the facilities (Refer to Figure 8) within the
area in interesting ways. The winning team was able to win RM10,
000 worth of prizes provided by the organizers and also sponsors.
(Starbucks, 2013) The aim of the project was very well thought,
it is basically killing two birds with one stone because the
activity requires them to clean up the environment but also to
have fun at the same time, this would sustain the entertainment
value when they are participating in the event, they wouldn’t get
bored that easily and would be more enthusiastic when they play
the games. The reach was also amazing to be able to get 500
participants from different backgrounds could bring good to the
project in terms of publicity and credibility. Media members were
even invited to participate in the project, which means the
members of the media could have first-hand experience about the
project and would spread good word of mouth and eventually leads
back to good publicity for the company itself. The project would
be a successful one in my opinion, though it is hard to measure
the success without actual figures. However, it’s really rare to
see that huge of an amount of participants turning up for an
environment-related charity event.
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 30
Conclusion
Through this research, it has been found out that why some
charities are more popular than the other one despite it being of
the same cause, it’s because they get impartial media coverage
whether it being news articles or TV appearances. When one
charity gets more media coverage, it automatically raises its
public recognition because more people know about it hence
eventually raising the amount of donation that’s being donated to
the charity annually. The types of charity partners that
collaborate with the charities are also taken into consideration
of figuring out the factors because when a charity partners up
with a multinational company, it gains popularity because of that
whereas not so much with a local company.As a recommendation
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 31
after the thorough research, corporate bodies should start to
find rare charitable initiatives to donate to because they need
more help when compared to those that are often donated to. I
also believe that if companies make wise decisions before
deciding on their CSR initiatives and what charity they would
want to donate to, they could balance out the donations that each
charity receive. Corporate bodies and various charity
organizations should also look into the creative ways of raising
fund rather than sticking to the conventional ways for instance
fundraising dinner and bazaar sales. Unique fundraising methods
could attract more people to be interested to spend their time
spending their money for a good cause. Before coming up with a
CSR initiative plan, companies should do their market analysis
beforehand just to get more thorough information on what the
consumers are interested in and what kind of help do the
charities need the most, hence ensuring that the companies are
doing the right kind of good for the right cause.
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 32
References
Berjaya Starbucks Malaysia. (2013). Starbucks Launches Global Month of
Service 2013 with Green Initiative. Retrieved from:
http://www.starbucks.com.my/assets/b088e93016b442fea7d0f694d
70bf881.pdf
DoSomething. (n.d). 11 Facts about Child Abuse. Retrieved from:
http://www.dosomething.org/tipsandtools/11-facts-about-
child-abuse
Dutch Lady Milk Industries Berhad. (2005). Dutch Lady brings mid-year
joy to Rumah Hope. Retrieved from:
http://www.dutchlady.com.my/en/home.asp?
page=happenings&subpage=hope
Handicapped and Mentally Disabled Children’s Association Johor
Bahru. (2004). About Us. Retrieved from:
http://www.handicapjb.org.my/index.php?
option=com_content&view=article&id=13&Itemid=4
Handicapped and Mentally Disabled Children’s Association Johor
Bahru. (2004). History. Retrieved from:
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 33
http://www.handicapjb.org.my/index.php?
option=com_content&view=article&id=14&Itemid=5
Handicapped and Mentally Disabled Children’s Association Johor
Bahru. (2004). Our Supporters. Retrieved from:
http://www.handicapjb.org.my/index.php?
option=com_content&view=article&id=16&Itemid=13
Handicapped and Mentally Disabled Children’s Association Johor
Bahru. (2013). IMPACT Day. Retrieved from:
http://www.handicapjb.org.my/index.php?
option=com_content&view=article&id=330:impact-day-
2013&catid=1:latestnewscat&Itemid=54
Handicapped and Mentally Disabled Children’s Association Johor
Bahru. (2013). Charity Sales of Handicrafts Made By Handicapped and
Mentally Disabled Children at New York Hotel Johor Bahru. Retrieved from:
http://www.handicapjb.org.my/index.php?
option=com_content&view=article&id=327:charity-sale-of-
handicrafts-made-by-handicapped-and-mentally-disabled-
children-at-new-york-hotel-johor-
bahru&catid=1:latestnewscat&Itemid=54
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 34
Handicapped and Mentally Disabled Children’s Association Johor
Bahru. (2012). Tesco Kulai Charity Events. Retrieved from:
http://www.handicapjb.org.my/index.php?
option=com_content&view=article&id=300:tesco-kulai-charity-
events-&catid=1:latestnewscat&Itemid=54
IREKA. (2012). Propelling Growth, Boosting Value Annual Report 2012.
Retrieved from:
http://announcements.bursamalaysia.com/EDMS/subweb.nsf/7f045
16f8098680348256c6f0017a6bf/
49f77a08a89e7f0148257a6f0021a6a0/$FILE/IREKA-
AnnualReport2012%20(3MB).pdf
Motor Trader. (2011). Ford Gives Help to Rumah Hope. Retrieved from:
http://www.motortrader.com.my/news/ford-gives-help-to-rumah-
hope/
P.S The Children. (2009). P.S The Children Annual Report 2009. Petaling
Jaya, S. Steffen Preusser. Retrieved from:
http://www.psthechildren.org.my/media/pdf/2009%20Annual
%20Report_Final.pdf
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 35
P.S The Children. (2010). P.S The Children Annual Report 2010. Petaling Jaya,
S. Steffen Preusser. Retrieved from:
http://www.psthechildren.org.my/media/pdf/2010%20Annual
%20Report_Final.pdf
P.S The Children. (2011). Mission & Core Values. Retrieved from:
http://www.psthechildren.org.my/Mission%20and%20Core
%20Values.php
P.S The Children. (2011). Partners. Retrieved from:
http://www.handicapjb.org.my/index.php?
option=com_content&view=article&id=14&Itemid=5
P.S The Children. (2011). Programmes & Services. Retrieved from:
http://www.psthechildren.org.my/Programmes%20and
%20Services.php
P.S The Children. (2012). P.S The Children Annual Report 2012. Petaling
Jaya, S. P.S The Children. Retrieved from:
http://www.psthechildren.org.my/media/pdf/2012%20Annual
%20Report_Final.pdf
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 36
Quill Capita Management Sdn. Bhd. (2012). Annual Report 2012.
Retrieved from:
http://announcements.bursamalaysia.com/EDMS/subweb.nsf/7f045
16f8098680348256c6f0017a6bf/
d4b40b1170391bbf48257b200012afeb/$FILE/QCAPITA-Cover%20to
%20Page%2020.pdf
Rumah Hope. (2013). About Us. Retrieved from:
http://www.rumahhope.org.my/about-us.aspx
Rumah Hope. (2013). Latest Updates. Retrieved from:
http://www.rumahhope.org.my/new--events.aspx
See Hoy Chan Sdn. Berhad Group. (2013). Chuckle 4 Charity. Retrieved
from: http://www.shcsb.com.my/chuckle-4-charity/
SHELTER Home for Children. (2013). About Shelter. Retrieved from:
http://www.shelterhome.org/index.cfm?menuid=29&parentid=2
SHELTER Home for Children. (2013). Shelter Calendar 2014. Retrieved
from: http://www.shelterhome.org/index.cfm?
menuid=6&action=newsview&retrieveid=24
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 37
SHELTER Home for Children. (2013). Shelter News. Retrieved
from:http://www.shelterhome.org/index.cfm?menuid=6
The Resource Alliance. (2012). Malaysia Fundraising Awards. Retrieved
from: http://www.resource-alliance.org/pages/en/malaysia-
fundraising-awards-2012.html
UNICEF Malaysia. (2010). Child Abuse in Malaysia. Retrieved from:
http://uaa-static.s3.amazonaws.com/GetonBoard-Factsheet-
Child-Abuse-in-Malaysia.pdf
WebMD. (2010). Psoriasis Health Center. Retrieved from:
http://www.webmd.com/skin-problems-and-treatments/psoriasis/
psoriasis-topic-overview
Psoriasis Association of Malaysia. (2009). About The Psoriasis
Association of Malaysia. Retrieved from:
http://psoriasismalaysia.wordpress.com/about/
Malaysian Rare Disorders Society. (2013). Who We Are. Retrieved
from: http://www.mrds.org.my/
Appendix
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 38
Figure 1: A Down syndrome kid doing physiotherapy
Figure 2: A screenshot of the website being updated
Figure 3: A screenshot of the reports available to download in the website
MARKET ANALYSIS ON CHARITY ORGANIZATIONS 39
Figure 4: Fundraising dinner in Sunway University
Figure 5: Students from Diploma in Event Management collected funds for P.S the Children
Figure 6: Deloitte employees doing volunteering work
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