Nana children home is a non-profit organization with a goal to provide for needy children. They offer God’s love and heal children for the sake of their security, safety and life. The incorporated children in this organization are needy, abused or neglected before the age of eighteen years.
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The organization is located at Malabar in Florida. It relies on worldwide well wishers for provision to the children. Consequently, they have extended their reach among the continents including Australia. It relies on various advertisement strategies that facilitate their effect to most countries. Its funds arise from fundraising (40%), businesses/individuals (35%) and churches (25%) (Nana House 2007).
The systems applied by Nana Children’s Home management have been advanced by technology. They are able to reach their donors through websites, social media, newsletters, inquiries, public meeting, television and radio. These factors have facilitated the development of the organization into achieving the goals.
Social media, such as Facebook and Twitter, have managed to create a network that allows contribution from potential donors. Apparently, they have made the system easier to manage and reach many people simultaneously than in the previous times. The trend of advertisement applies high effort behaviour by applying various advertisement strategies.
In fact, if they do not reach their donors, it is probable to close the organization due to lack of funds. Therefore, they spread their operations and request for funding through high effort advertisements. The main issues of advertisement involve funding, parent responsibility to children, seminars and fundraising events.
Their advertisement websites have options for online donations that facilitate worldwide reach. This website has been advertised to other websites for connection purposes. Apart from the social media, the website has integrated with other websites that fight children abuse and neglect. Events are held to talk about and discourage communities from some issues. For instance, on 2nd and 3rd April 2013, the organisation arranged an occasion to pronounce their urge on child abuse prevention.
Exposure to the Advertisement
There are multidimensional strategies of exposure. The technological methods allow more exposures to many people than the traditional media strategies (Sandhusen 2000). Social sites have made a divergent and explicit interaction with people. Therefore, people are able to get advertisements and information easily.
This may happen through sharing of the website with friends and other people. Another way of exposure is through contextual internet searching. The organization has a formal website with all condition fulfilled. Therefore, the search engines, such as Google and Yahoo, could retrieve the websites when a person is searching. Media advertisement allows people to receive information through hearing on televisions and radios. It is a way that a person could be exposed to the information.
The website has a connection with many other childcare websites and donors’ websites that enhance the chances of encounter. Information moves within and around a targeted community through contact. This could be facilitated when people are talking about this organisation.
Calling is another way that information moves from one person to another and in a wide area. For instance, calls could move information from one person enlightened about the children’s home and reached a person without this knowledge. Consequently, it can be seen clearly that there are reliable methods of spreading information.
Theory of Attraction
It is apparent that a person cannot stay with people s/he does not like or adore (Morrison, 2002). The theory of attraction postulated that people pay attention to those who make them happy (Canham 2005). Otherwise, the theory suggested that people are happy when they are around other individuals who remind them about people they love (Pride & Ferrell 2008).
The happiness of children and their presence is a fundamental source of happiness. Most people love children and enjoy interacting with them. Advertisements of children who are needy remind people about their loved one. Consequently, these advertisements have significant influences on the people.
The interaction with these children brings contentment and satisfaction to people. Most people had the opportunity to growth well with their parents. Others were abused and neglected when they were children. It, therefore, becomes a debt when these people wash advertisement of the needy children.
The advertisement triggers people into assisting the children. This appears through love that was suggested by theory of attraction. Some people cannot conceive while others have lost their babies/children into death. Other people have devoted their life to help children. These factors could stimulate the subconscious mind and establish love for children. The love leads to an attraction with children. The only thing that could be in absence is an advertisement to trigger the subconscious mind.
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Theory of Cognitive Based Attitude
How do perceive needy children? Apparently, children belong to a community. Abuse of children is quite wide of the mark. They should be respected and handled with care and dignity. Fortunately, the community has managed to keep a strong foundation to protect children. It is not a norm to neglect or abuse children. Consequently, when a child is subjected to these unfortunate instances, the community is affected and betrayed by the victimiser.
It, therefore, becomes quite confusing and affectionate to the community. People do not adore these betrayals. For this reason, they value the child and feel sorry about his/her fate. The attitude resulting from this situation is two ended. On one, the victim is adored and treated with respect and dignity. On the other side, the victimiser is seen as fierce and brutal.
Consequently, when Nana Children Home is making advertisement, it applies the cognitive based attitude. It pleads with people to help these children who were subjected to fierce environment. It becomes easy to convince most people because they have a good attitude towards the organization helping children. It becomes easy to spread the news because people are not reluctant to listen and act. Raising funds, also, becomes easy and fast due to attraction established in the mind.
On the other hand, the victimiser is hated and rejected. In fact, legal institutions work had to ensure that these people are brought to justice. This hatred establishes the basis to protect children. Advertisements that discourage children abuse are understood and implemented amicably.
This solid basis of mutual understanding between the people and the organization is critical. It allows the organization to be heard by people without doubts. Furthermore, the advertisement displays the solid basis of the organisation such as patents and other legal qualifications. This warrants donor that their contributions are safe and secure with Nana Children’s Home.
Otherwise, it could be seen as if the organisation is conducting illegal operations with children. Otherwise, no one will know the organization exists and what it does. The advertisement triggers and activates the mind to act in a certain direction. In this case, the individuals have higher chances of acting towards protecting the needy children than neglecting them.
This is an apparent way that advertisements deliver information in a convectional and understandable manner. Attitude, therefore, plays a vital role in mitigating the conceptual behaviours of human understanding. It relies on the good and defiant attitudes when making people understand the ideas of the company (Holt 1923).
We could conclude that advertisements are vital sections that deliver information and convince people to support the ideas delivered. In many situations, they can be used to enlighten people about the participations of non-profit organizations in the society.
Burges, J 1997, The advertisement, Chadwyck-Healey, Cambridge.
Canham, E 2005, Let’s look at adverts, Oxford University Press, Oxford.
Holt, E 1923, The care and feeding of children; a catechism for the use of mothers and children’s nurses, Appleton, New York.
Morrison, M 2002, Using qualitative research in advertising: strategies, techniques, and applications, Sage, Thousand Oaks.
Nana House 2007, viewed on <http://nanaschildrenshome.com/>
Pride, W, & Ferrell, O, 2008, Marketing, Houghton Mifflin Co, Boston.
Sandhusen, R 2000, Marketing, Barron’s, Hauppauge.