Il Caso Cesvi
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Transcript of Il Caso Cesvi
IL CASO CESVICompetitive strategies of a non-profit company
Università degli studi di Bergamo
Luca Confalonieri Mauro Giorgi Alessandro Gorbani Fabrizio Sartori
giovedì 13 gennaio 2011
Cesvi ("cooperazione e sviluppo") is one of the biggest humanitarian organizations in Italy. Founded in
Bergamo in 1985 and has about 30 offices all over the world.
Cesvi provides assistance in emergency situations, helps refugees and flood victims, supports reconstruction after
disasters, implements projects for sustainable development and environmental defence in poor
countries.
Competitive strategies of a non-profit company
Video Interview
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Cesvi & Mass Media
Competitive strategies of a non-profit company
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Time
Use
Introduction Growth Maturity Decline
Fundraising Tools
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10%6%
11%
19%
15%
17%
22%
Emergency and post-emergency reliefHealthChildren & Young peopleFood securitySocial businessAwarness raisingEnvironment
Commitment to key sectors
1%2%
4%6%
9%
31%
47%
Africa 47%Asia 31%South America 9%Europe Educational 6%Balkans 4%Middle east 1&Other 1%
Worldwide commitment
54%46%
CostsIncome
Fundraising Income/Cost Ratio
Some data about Cesvi
1%7%
18%
21% 33%
20%
Private donorsGovernmentUnited NationsEuropean CommunityInternational organizationsOther
Funds sources
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0%
25%
50%
75%
100%
Cesvi Telethon Unicef Medici senza frontiere Airc Lega del filo d’oro Save the Children Emergency
Private donors Companies Institutions and associations Government Other
0%
25%
50%
75%
100%
Cesvi Telethon Unicef Medici senza frontiere Airc Lega del filo d’oro Save the Children Emergency
Income Charges & Costs
Fundraising Efficiency Index
Funds sources
Competitive strategies of a non-profit company
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Competitive strategies of a non-profit company
PEST AnalysisPolitical Economic
SocialTechnological
Fiscal benefits
Accurate balancesheet needed
Unstalbe world scenarios
World recession hits non-profit even more than other
firms
Great attention to the channels used to
communicate
Quick change and lot of
opportunities
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STRENGTHS
•high reputation, strong connections with the business world
• huge global experience in cooperation• excellent cost management and
transparency• skilled people
OPPORTUNITIES
• non profit sector is expanding• social networks can revolutionize
fundraising• growing awareness that donations have
fiscal benefits• media coverage of emergencies
WEAKNESSES
• poor branding• economical crisis deeply reflects on
fundraising• low focusing on a non profit segment
affects the effectiveness of communication
THREATS
•operative problems due to political instability of third world countries
•serious impact of a change in fiscal regulation• the failure of a project can affect reputation• the persistence of the crisis or a future
recession can cause a dramatic fall in fund raised
SWOT Analysis
Competitive strategies of a non-profit company
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Rivalry - high• The number of firms in
the industry: high • Brand identity: Very high• Customers' switching
costs: almost zero• Product differentiation:
medium-high
Substitutes - medium• Low switching costs• Differentiation in projects not well
perceived by donors
New entrants - medium• Capital costs: low• Competencies needed: medium• Access to market: connections are needed• No special equipment needed• Product differentiations not perceived
Customers - high• the whole funds come from
donations• It’s easier to increase the
number of small donors than increase the amount
Suppliers - medium•High concerning TLC & media for
fundraisig• Low concerning projects supplies
Porter’s Five
Forces Analysis
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INBOUND LOGISTICS
OPERATIONS OUTBOUND LOGISTICS
COMMUNICATION & MARKETING
SERVICES
PRIMARY ACTIVITIES
Collection and acquisition of information about needs of goods and services to develop a specific project
Project management Project implementation
Operational teams On field management Management of deliveries of goods and supply services to action areas
Advertising Fundraising
Product sales, manufactured by Cesvi's social enterprises Maintenance of relationships with action areas and local institutions even after the End of the project
PROCUREMENT Materials Energy
Transport services
Advertising spaces Fundraising office
TECHNOLOGY DEVELOPMENT
Information system development Industry researches Well-known testimonials
Purchase website
Procedures for action
HR MANAGEMENT Recruitment Training
Recruitment Training
INFRASTRUCTURE SUPPORT ACTIVITIES
Value Chain Analysis
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