Alsafa Charity (Alajial project)

Marketing Training Needs Assessment

Zakiya Alsadah

Alsafa Charity

The first charity in Saudi Arabia. Offers Services for the local community. Offers charitable projects and activities.

Alajial Project

Provide the society with health and educational services.

Increase the financial resources of Alsafa charity and take off the expanses of the current rented buildings.

Provide the society’s young generation with many employment chances.

Create better work environment for all the charity commissions.

Participate in offering some residential units with a reasonable cost for young couples

Alajial Project

The future of your children and grandchildren is between your hands

The problem

The planning and the work on this project started in 2000.

The project needs 30 million Saudi Riyals (10 million dollars) to be completed.

The only progress is: The land, completing some official papers, and starting in constructing the roads between buildings lands.

Objectives of the Training Needs Assessment

Assess the need of marketing training of Alajial committee and volunteers.

Determine if the committee lack of marketing skills was the responsible for the delay of the project.

Provide the charity with recommendations either training or other interventions.

Research Questions

Does the project’s committee and volunteers’ lack marketing skills?

What is the role of Alajial’s committee and volunteers’ lack of marketing skills in the delay of the project?

Literature Review

Marketing for non-profit organization. Non-profits should define their intended

audiences, target their messages to these groups, and outline strategic plans that will best use limited resources to meet organizational goals and objectives (Maynard, 2005).

Litreture Review

Some steps to market a non-profit organization: Develop a Marketing Plan Identify the market Advertising Continue Marketing Business Expansion (Deshmukh, 2011).

Methodology

Population

Alsafa charity volunteers and all nine commissions’ heads.

Sample

Alajial project volunteers that represented in this study by 30 volunteers including to the 8 members of Alajial project committee.

Methodology

Instrumentation (Questionnaire), 9 Items

1. First, it will examine the qualification of the committee in marketing non-profit projects, and if any of them has marketing skills or previous experience that is related to what he is doing in the charity

5-points likert scale, where 1means strongly agree and 5 means strongly disagree

Some questions with a space for writing responses.

Methodology

2. It will find out the level of the Alajial project’s committee motivation.

3. It will find out if they have knowledge on marketing to get donations from both the local and outside communities including the government fund resources in the time frame.

The Results

The response rate on the fundraising survey was 31.5%.

Twelve persons out of 38 of the Alajial project committee and volunteers answered the survey, which is considered a low percentage and I can’t generalize the results.

The Results

What is your age’s group?

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

18-25 26-35 36-45 46+

Series1

I understand the long-term strategy of this organization

Strongly agree 25%

Agree 58.3%

Neutral 16.7%

To what level are you motivated to Alajial project?

Highly motivated 60%

Motivated 40%

Neutral 0

Not motivated 0

Highly not motivated

0

I’m always searching for new ways for the project’s fundraising

2

3

1

0

0.5

1

1.5

2

2.5

3

25-35 36-45 46+

Series1

Strongly agree 8.3%

Agree 41.6%

Neutral 50%

Disagree 0

Strongly disagree 0

Have you attended any training or orientation program prior your work as a volunteer?

Y es

25%

No

75%

Y e

s

No

Yes 25%

No 75%

Is their a relationship between your full time job and your work as a volunteer in the project? If yes please explain?

0%

10%

20%

30%

40%

50%

60%

70%

80%

YES

NO

Which of the following will enhance your performance as a volunteer on Alajial project?

Project’s committee modifies its process in response to volunteers feedback

8.4%

Provide volunteers with regular training programs 41.6%

Having an experience or an education related to the job you perform as a volunteer

50%

Summery of the Results

The results of the assessment show highly motivated volunteers with a team spirit looking for opportunities to learn more to help the project fundraising.

Volunteers lack of training and experience hinder them from achieving this goal. Therefore, the shortage of the project’s committee and volunteers marketing skills is the main reason of the fundraising.

Recommendation

1. Making sure that everyone in the organization understands the organization's mission statement by conducting orientation for all new volunteers.

2. Conducting interviews with volunteers before they start working.

Recommendation

Project’s fundraising Marketing training sessions for the project’s

committee that should be provided by marketing professionals.

The charity should invest on hiring marketing professionals to continue on its services.

Focus more on their website and online marketing.

Build community awareness and support by planning a strategy for a consistent communication.

Create a visual identity by frequently display the organization's name and logo.

Send representatives to big organizations in the country.

Send representatives to the regional princes and ask for their support.

The charity may have a big event in the project location.

Limitations and Challenges

1. The distant.

2. Volunteers with fulltime jobs.

3. The security situation in the region.

4. The resignation of the charity manager who had contracted with me.

5. Large part of the problem is caused by the delay from the mayor transaction

The Relationship with our Topic

1. In training needs assessment it is important to have support from a senior management or from the community.

2. Buy-in from a special interest groups.

3. Availability of personnel for data-gathering purposes.

Gupta, K., Sleezer, C. M., & Russ- Eft, D. F. (2007) A practical guide to needs

assessment. San Francesco, CA.Wiley & Sons. Inc. Maynard, W.G. (2005) free resources to assess

your marketing efforts. Retrived from http://www.marketingsource.com/articles/view/2101

Deshmukh, W. (2011). Non-profit organization marketing. Retrieved from http://www.buzzle.com/articles/non-profit-organization-marketing.html