Honors Theses
Date of Award
2011
Document Type
Undergraduate Thesis
Department
Integrated Marketing Communication
First Advisor
Victoria Bush
Relational Format
Dissertation/Thesis
Abstract
I luman trafficking, slavery, and similar forms of oppression plague millions ot people around tlie world—yet these problems are virtually unknown to much of the American population. International Justice Mission (IJM), a non-profit human rights agency based in Washington. D.C.. is working to defeat these issues in foreign nations by raising both funds and awareness of the issues within the United States. Like all non-profit organizations, IJM serves two types ot clients—those that receive assistance through its services and those that provide the resources necessary to serve the other client group. Finding the right balance to successfully serve both groups IS no easy task. When it eomes to obtaining resources needed to fund operations, non¬ profit organizations face a challenge because their customers are purchasing an intangible product. Standing out from the crowd is a feat in today’s world where consumers are constantly bombarded with advertising messages. Just like for-profit organizations, non-profits must understand their target market, find a way to differentiate their product from competitors, and successfully communicate the unique benefit derived from their product. This study examines the issues addressed by IJM—slavery, human trafficking, and dysfunctional public justice systems and how to increase awareness about their presence and funding for their abolition through IJM. Secondary research about these issues and Generation Y—specifically college students established the foundation for primary research performed at Ole Miss. Primary research, which included both qualitative interviews and a quantitative survey, revealed overall positive attitude toward non-profit organizations but a lack of trust that can lead to a hesitation to donate. The results also showed a positive relationship between religious involvement and donating and volunteering. IJM should develop an integrated marketing communications campaign focused on college students and strive to grow college chapters that form relationships with campus religious ministries to increase involvement and build credibility'. an
Recommended Citation
Laird, Emily Jane, "Seek Justice. Love Your Neighbor’: An Integrated Marketing Communications Campaign for International Justice Mission" (2011). Honors Theses. 2049.
https://egrove.olemiss.edu/hon_thesis/2049
Accessibility Status
Searchable text