WFP Organizational Structure

Organisational Structure & Strategy:

We cannot have an effective marketing strategy without having the right structure to support it. WFP’s marketing strategy, like any other nonprofit organisation, aspires to convert supporters from an awareness phase to an action phase (donors). It is through this conversion that investing in marketing channels can be an effective way for the nonprofits to attract attention for the mission and the cause of the organisation while increasing its funding.

WFP’s structure places the marketing function under two departments, communications and donor relations, clearly in an attempt to support both sides of the strategy (promoting the message and raising funds). While this structure functions well, it would possibly

This is where technology can play a vital role in helping spread that content and promoting the message by attracting new supporters and keeping our current donors/ volunteer engaged. I have seen that WFP’s shift to using digital marketing is helping the organisation reach the general public much more efficiently, as a few years ago it was highly challenging and costly for a global organisation to reach people in all corners of the world. However, technology has transformed all of that by empowering the nonprofit sector and helping drive social progress. While this doesn’t mean that traditional marketing methods have lost their effectiveness, it is clear that WFP should find new ways to combine traditional and new, digital methods together for the benefit of the

(Appendix - Part1). The UN and other partners have been using the social media to raise campaigns and awareness of their mission, which have resulted in an increase in funding in the form of donations or even an increase in voluntary contributions. Supporters, donors and volunteers want to get further involved with the causes they support. Social media can provide them with an opportunity or enhanced interactivity; engaging in and feeling like they are part of the mission by sharing and posting their views on their own accounts. This helps spread the message and attract the attention of more potential donors (Yeoman 2017).

One example of an effective social media campaign occurred in times of a crisis when WFP was forced to suspend food assistance to nearly 1.7 million Syrian refugees in 2015. WFP used the power of social media to launch a three-day campaign, asking members of the public to donate one US dollar towards food aid for Syrian Refugees. The fundraising campaign exceeded our expectations; surpassing its initial goal of $64 million as a result of “massive expression” of support from the