An Overview of the Non-Profit Making Organization, The National Trust and Its Business Strategies Essay

The National Trust is a non-profit making organization that is in charge of looking after places containing natural beauty and historical interests throughout England, Wales, and Northern Ireland (Naturenet n.d.). As a non-profitable organization that is controlled by a small board of trustees, it is fully self-sufficient from the government and gets no direct capital (The Times 100 n.d.). Therefore, they mostly rely on the membership fee, which is the biggest source of revenue, as well as donations, heritage, and income earned from its mercantile activities, including National Trust merchandise shops and restaurants (The AnswerBank, 2002). For that reason, the National Trusts slogan For ever, for everyone has been a secret weapon to appeal to various kind of customers as well as evoking people in arising their concern about love for the nation in particular places as far as possible through plentiful different methods (The Times 100 n.d.). The author of Beths Blog stated the phrase turning slacktivists into activists, whichever I assumed was the comprehensive way to illustrate marketing and its performance in the charitable aspect. On the other hand, Geoff Livingston takes the view that social media strategies are crucial for converting those one-snap slacktivists into completely participative activists (Mashable 2010).Andreasen and Kotler (2008) believed that SWOT analysis is the planner of what is requested and what is permitted by the internal environment. The main point of SWOT analysis is to assist in conciliating internal structure and culture together with external potentials.In 20082009, there were two significant events that had great repercussions for the National Trust (National Trust Annual Report 20082009). Those are gloomy weather which discouraged visitors as well as the collapse in global share trade which had made the value of the National Trust investment drop by 182 million, yet its investment strategy and risk management which implicated substantial exposure to equity market had succeeded in helping the company to stay clear from the crisis or shock. Also, they helped...

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