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International Marketing Study Program 2001
Prince's Trust, London
15 January 2001
After a busy and fun-filled weekend spent exploring London, it was back to work on Monday with a presentation from Antonia Daltrey and Sinead Reynolds of the Prince's Trust. Antonia, Communications Officer, outlined the work of the Prince's Trust as UK's largest youth charity, benefiting some 20,000 disadvantaged youths between the age of 14-30 in 1999/2000 alone.
Established in 1976 by Prince Charles, the Trust offers assistance in the form of grants to help youths establish their own careers, as well as other programs such as educational programs to assist in job placements. The Trust has over 800 staff and more than 10,000 volunteers, many of which are business mentors.
Surviving primarily from corporate donations and Government assistance rather than raising public funding, the Prince's Trust aims to "help young people to achieve". This was the first non-profit organisation visited by the Monash Marketing Tour, and I think it came as a surprise that the marketing strategies and business principles of the trust were similar to those of profitable organisations. For example, like other organisations visited, the Prince's Trust had to make sure its identity was consistent and well communicated. We also learnt about the decisions and hard work behind the Trust's primary annual event, 'Party in the Park' from Sinead, the Commercial Activities Executive. Overall, it was a great presentation in a relaxed environment, and it was extremely interesting to learn about marketing in the not-for-profit sector.
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