Marketing Case Insight 16.1: Oxfam

Summary

The transcript outlines the history and evolution of Oxfam, founded in 1942 to address famine in Axis-occupied Greece. Initially known as the Oxford Committee for Famine Relief, Oxfam has developed a strong brand identity and became known for its charity shops and diverse fundraising activities. The organization faced challenges in engaging the public and conveying its comprehensive work beyond emergency response. By rebranding with the slogan "Be Humankind," Oxfam aims to connect more emotionally with supporters, highlighting its mission of global humanitarian aid and the importance of community involvement in combating poverty.

Takeaways

• 🌍 Oxfam was founded in 1942 in response to the famine faced by Greek civilians during World War II, marking its initial commitment to humanitarian aid.
• 🛍️ The organization opened the world's first charity shop in 1947, establishing a significant high street presence that contributed to its brand awareness.
• 💰 Fundraising is a primary focus of Oxfam's marketing efforts, with a significant portion of the budget allocated to this area to ensure financial sustainability.
• 👥 Oxfam refers to its supporters rather than customers, highlighting the importance of building a community around its mission.
• 📊 The organization targets a diverse audience, with fundraising campaigns reaching various demographic segments, including youth-oriented initiatives like Oxjam.
• 🤝 Oxfam's marketing strategy includes corporate messaging to enhance public understanding and awareness of its broader activities and priorities.
• 🌱 The shift in messaging from 'fighting poverty' to 'Be Humankind' reflects an effort to engage with a more globally conscious audience and inspire action.
• 🎨 Oxfam revamped its branding with vibrant colors and friendly designs to create a more approachable identity and foster emotional connections with supporters.
• 💬 Many individuals are unaware of the full breadth of Oxfam's work, which includes long-term development and campaigning efforts, beyond emergency response.
• 🔑 Effective marketing is crucial for Oxfam to present its mission in an inspiring and relevant way, encouraging public engagement and support.

Q & A

What was the original purpose behind the founding of Oxfam?

Oxfam was founded in 1942 to address the starvation of Greek civilians during World War II, who were suffering due to the Allied blockade.

How did the name 'Oxfam' come about?

The name 'Oxfam' is a shortened form of the Oxford Committee for Famine Relief, which was established to streamline the organization's identity and enhance its branding.

What was significant about the first charity shop opened by Oxfam?

Opened in 1947 in Oxford, it was the first charity shop in the world, providing a new avenue for fundraising and increasing public awareness of Oxfam.

Why does Oxfam prefer to call its supporters 'supporters' instead of 'customers'?

Oxfam uses the term 'supporters' to emphasize the relationship based on shared values and commitment to humanitarian causes rather than a transactional consumer relationship.

What are some key demographics that Oxfam targets for fundraising?

Oxfam primarily targets the ABC1 demographic aged 25-34, but also tailors campaigns to various audiences, such as youth for events like Oxjam.

What problem did Oxfam face regarding public perception?

Despite being a well-known and trusted organization, many people struggled to understand the breadth of Oxfam's work and felt disengaged from the brand.

What is the 'Be Humankind' campaign, and what does it aim to achieve?

'Be Humankind' is a campaign that aims to inspire people to engage with Oxfam by focusing on shared human values and community involvement, rather than just fighting poverty.

How does Oxfam use marketing to present its mission to the public?

Oxfam employs marketing to articulate its mission in a relatable way, emphasizing the role individuals can play in addressing global issues and encouraging them to feel a connection to the cause.

What role does fundraising play in Oxfam's marketing strategy?

Fundraising is the primary focus of Oxfam's marketing efforts, as it is essential for generating the financial support needed for the organization's various initiatives.

How has Oxfam adapted its communication strategies over time?

Oxfam has revamped its communication strategies to make them more engaging and relevant, focusing on emotional connections and a clear presentation of its work to foster a sense of community among supporters.