MKTG3040: Services Marketing - Red Cross Case Study - Marketing Assignment Help

Assignment Task:

Case Study: Red Cross  

Following the unprecedented bushfire crisis over the 2019/2020 summer period, charities across Australia have been receiving an increased amount of donations. Millions of generous Australians, and millions from around the world, have donated large sums to a wide range of charities including the Australian Red Cross. The question many donators are now asking is: Where and when is my money being spent?  

This question has caused controversy in the case of the Red Cross, as donators are being told that the funds, they believed would go towards bushfire impacted communities, can be used for other ‘disaster relief’ purposes. Many donators have become furious to discover that over 60% of the funds that were donated during the bushfire season are not being  immediately used, but instead stored for future use. Customers have cried foul and have begun  advocating online the need to boycott donations to the Australian Red Cross, and donate to smaller  charities where fund allocation and spending is transparent and immediately accessible to those  impacted. The Red Cross now has the challenge of changing customer perceptions of their fund  distribution, so that future donations are not impacted. 

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