Research

For the next part of my research, I am discovering how my organization differs from its competitors. I have created a Pinterest board called “JMC 3433: Competitor Analysis” to analyze marketing photos from a specific organization called Stop Hunger Now. I consider Stop Hunger Now a large competition for Mary’s Meals because they are essentially working towards the same goal and have similar features.

Stophungernow.org says, “Stop Hunger Now gets food and life-saving aid to the world’s most vulnerable people, and works to end global hunger in our lifetime. Established in 1998, we have provided over 180 million meals in 65 countries. We are based in Raleigh, N.C., and operate throughout the U.S. and through affiliates in developing countries.” Stop Hunger Now packages and ships meals to people in need. They are also a faith based non-profit organization, just like Mary’s Meals.

What are the differences? 

Essentially, the organizations differ on a few technicalities. I have summarized these to three things:

1. Stop Hunger Now ships meals and aid (including vitamins and medical supplies), whereas Mary’s Meals proves one daily meal in a place of education.
2. Stop Hunger Now allows people to package meals and hosts packaging events, but requires 29 cents for each meal packaged. They include dehydrated rice/soy meals fortified with essential vitamins and nutrients.
3. Stop Hunger Now relies on volunteers in America/other locations to package the meals, Mary’s Meals relies on community volunteers to cook, serve and prepare the meals (such as parents of children in Malawi)

 

How should Mary’s Meals image and message differ from its competitors?

I think it will be crucial for Mary’s Meals to focus the image and message directly on the children it effects. I say this because with Stop Hunger Now, volunteers are able to see and touch the meals they are packaging, knowing exactly what is being sent to help. Mary’s Meals has a completely different dynamic where you donate money but never actually see the food (porridge) that is changing the lives. Images need to focused on the kitchens in the schools, so people can see what their money is going towards. Messages need to be different in the sense that people know where their money is going. 93 cents out of every dollar donated to Mary’s Meals goes straight towards charitable activities, and people need to trust that their money is being used for what Mary’s Meals says it is. Stop Hunger Now had some cool images of people packing food, they are able to use that approach. Mary’s Meals must show pictures of the community volunteers, to make it real for its donors.