Strategic Issues & Recommendations for The Eve Appeal

Marler, Christine (2011) Strategic Issues & Recommendations for The Eve Appeal. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

The charity sector, also known as the third sector, has grown significantly over the course of the past decade and sits primarily between the private and public sectors. This sector plays an important role in society and the economy as it brings in over £28 billion in income annually and generates over 611,000 jobs (Graduate Prospects Ltd., 2011).



This paper focuses on The Eve Appeal, a gynaecological cancer charity. The Eve Appeal, based out of London, England, is six years old and its primary purpose is to fund groundbreaking research into gynaecological cancers to help save women's lves not only in the UK but throughout the world.



Gynaecological cancers have a devastating effect on both women and their families and The Eve Appeal is determined to change this by fundraising for better methods of prediction, early detection, treatment, and care. While this is a complicated and challenging initiative, the charity’s vision is simple: a future where fewer women develop and more women survive gynaecological cancers.



The Eve Appeal has undergone a series of changes over the course of the past year and requires a robust strategy in transitioning into its next five years. The charity’s CEO, Robert Marsh, joined The Eve Appeal six months ago and has since been working on implementing a five year strategic plan. The Eve Appeal was without a CEO for a six month period and before Robert the CEO was Jane Lyons. Jane’s background was in communications which ultimately took the company away from its vision and mission as a primarily focused fundraising charity and towards a more awareness‐raising charity.



This paper provides a thorough analysis of the strategic concerns The Eve Appeal faces and presents recommendations that ensure a sustainable competitive advantage for the years ahead. A literature review is supplied which underpins the basis of the analysis and concludes with suggestions in continually reviewing and reworking strategic decisions.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 10 Nov 2011 14:24
Last Modified: 25 Oct 2016 12:50
URI: http://eprints.nottingham.ac.uk/id/eprint/24837

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