OXFAM For more than 60 years, Oxfam has worked through and with its donors, staff,

project partners, and project participants to overcome poverty and injustice around the world.

Oxford Committee for Famine Relief(1965) Oxfam’s success- dedicated volunteers, donors• In 1996, Oxfam began to generate significant revenues from its retail stores• These shops, located throughout Great Britain, accept donations of goods and

handcrafted items from overseas for resale. • stores – 800 • volunteers -20,000• In 1996, Oxfam opened a Web site to provide information about its efforts to

supporters and potential donors.– Oxfam’s work of Past and Present– Allow site visitors to make donation – Updates activity-website update & email news letter

Conti…..• Oxfam has been involved in relief work in Sudan since the 1970s• Oxfam was an early responder to the 2004 crisis in that country• Oxfam set up sanitary facilities and provided clean drinking water in camps set up for

thousands of displaced people fleeing pro-government Arab militias• Decided to use e-mail to mobilize support for the project• First e-mail-photo of children in one of the camp, The text of the e-mail message described

Oxfam’s efforts to provide clean water to the displaced people living in the Sudanese camps– Link 1- responding to that email message– Link2-asked them to provide their email addresses which would be used to send updates on the

Sudan project– 0pened-32% & click-through-8%

• Second e-mail-This e-mail included a video file that played automatically when the e-mail was opened– Oxfam had delivered $300,000 in aid to the camps but that more help was urgently needed– 0pened-33%, click-through-10% & watched the video-90%

• Third e-mail- an audio recording in which Oxfam’s executive director made a plea for the cause– examples of which aid items could be provided for specific donation amounts– 0pened-34% , listen to audio-94% & click-through-14%

• The e-mail campaign raised more than $450,000 in its six-week period

1. Oxfam chose not to use online banner ads in this campaign. Explain the advantages and disadvantages that Oxfam would have experienced by using

banner ads to achieve the objectives of this campaign.

• Advantage-– it doesn’t cost a lot of money– it is pretty cheap to advertise– gain brand recognition even if nobody clicks

• Disadvantage– it takes a lot of impressions to get clicks on your ad– people rarely pay attention to banner ad– people are very careful before clicking any ad

2. Oxfam used only its existing e-mail list for this campaign; it did not purchase (or borrow fromother charitable organizations) any additional e-mail addresses. Evaluate this decision. Explain the advantages and disadvantages of acquiring other e-mail addresses for a campaign of this nature.

• Advantage-– appeal people at a large scale– Generated more donation – Help Sudan's people in more efficient way

• Disadvantage-– Illegal to send email to anybody– Spend money

3. For this campaign, Oxfam chose to use e-mails that contained HTML, audio, and video elements rather than using plain-text e-mails. Describe the advantages and disadvantages of

using formats other than plain-text in this type of e-mail campaign. Be sureto identify any specific trade-offs that Oxfam faced in deciding not to use plain-text e-mail.

• Advantage-– more attractive– create clickable links– Customizable– Rich Content

• Disadvantage-– Bigger in Size– Potential Security Risk– Privacy Invasion

4. Oxfam used HTML in the first e-mail, video in the second, and audio in the third. Evaluatethe use of different e-mail formats for this type of message and consider the sequencing of the

formats that Oxfam used in this campaign. Summarize the considerationsthat would affect a decision to use a particular sequence of e-mail formats in a campaign such

as this and evaluate the sequence that Oxfam used.

• HTML-photos & Massage• Video-Oxfam work, appeal for more donation• Audio-Director massage

• Email of director massage should be before video massage

5. A manager at Oxfam might be tempted to conclude that the sequence of formats used in the email messages was related to the increase in donations over the six weeks of the

campaign. Present at least two reasons why this would be an incorrect conclusion.

Ans-3rd email should be send first and then 2nd if necessary1. Audio of Oxfam`s executive director is more powerful than audio of Oxfam had delivered

$300,000 in aid to the camps but that more help

2. Director`s appeal is more trustful than simply a email saying that it has generated $300000 and its need is more