Applying Social Marketing Principles to an African Village Model for Orphaned Children

Marlize Terblanche-Smit, Marius Maré and Ronel du Preez University of Stellenbosch Business School South Africa

Current Situation

153 million Estimated orphans worldwide

17.9 million Children orphaned by HIV/AIDS, most of them in Sub-Saharan Africa

2.1 million New orphans every year in Africa alone

5 million Estimated OVC’s in South Africa

29% Increase in OVC from 2005 to 2009 in South Africa

5.5 million Estimated OVC’s in South Africa by 2015. 12 000 added each month.

2.5 million Estimated OVC in South Africa as a direct result of HIV/AIDS

150 000 Children in South Africa believed to be living in child-headed households

345 21 000 Registered children’s homes in South Africa, looking after some children

Statistics

Current Situation Research Objectives

Rationale of the Study

The use of principles of social marketing to gain support from various stakeholders have not been established

Compares the approach taken by LIV to best practice social marketing principles

Help provide a reference framework for local stakeholders to develop and expand this concept

Make recommendations to LIV or similar organisations based on the findings

Current Situation Research Methodology

Overview

Case study approach: comparing LIV’s marketing efforts to a theoretical framework within social marketing literature

Made use of Kotler and Lee’s social marketing framework (2008)

Used a single framework and case study as it contained conditions of a specific situation

Qualitative research approach: in-depth interviews were transcribed and analysed

Used specific themes identified from the plan in order to guide the qualitative interviews

Findings were deducted by analysing data gathered compared to the identified themes

Current Situation Research Methodology

Kotler & Lee’s Social Marketing Framework

1. Background Information

10. Implementation Plan 9. Budget

8. Evaluation Plan 7. Marketing Mix

6. Positioning Statement 5. Barriers, Benefits

4. Behaviour Objectives 3. Target Audience

2. Situation Analysis

Current Situation Research Methodology

Data Collection

Interview sample: internal and external stakeholders

Internal Marketing team Founder of LIV Board of directors

External Government Biggest corporate donor Church Individual

Current Situation Findings

Golden Thread

Highlights specific patterns emerging from various responses

More than just marketing challenges arised

Converging finding: common goal

Strong personal relationships with key stakeholders

Key is to create awareness around the magnitude of the problem and the solution provided by LIV

Points of difference in the solution provided by LIV: providing holistic care without compromise

Current Situation Challenges & Key Success Factors

Questions & Issues raised by more than one stakeholder

Emphasise it’s reason for existance, vision & maintenance cost

Communicte credibility & transparency

Communicate the tax advantages/relief available to corporte organisations

Perceived barrier of being a Christian-run organisation should not stand in the way of the common goal

Relationships with key stakeholders should not sit with a specific individual

Seeing and experiencing the village is key

Government support as long as LIV impacts the broader community

Expanding the business model and building the brand

Corporate governance structure

Current Situation Conclusion

Gaps Identified

Private donors/individuals to be further segmented

Customise communication by current or potential donor

Add media as key target audience

Strong donor management programme

Make giving seamless

Make use of more testimonials and success stories

Leverage ambassadors, opinion leaders & inluencers

Current Situation Limitations & Future Research

What’s Next

Focus on target audience exposed to message but not taken action

How and by who are they influenced

Once the model has been expanded, further studies could measure the succes of this African village model

Conduct a joint study with selected countries to test the concept and possible implementation of an African village model