Class:
Not-For-Profit Promotion
Objective:
To develop a compact multi-language
training tool to teach business concepts to entrepreneurs in Third
World nations.
Strategy and
Execution:
When does a
nonprofit organization do when it needs a product to train
individuals to help persons in underdeveloped countries learn the
basics of starting a business? Oh, yes, the product needs to be in
three languages and easy to distribute worldwide. If the
organization knows a specialty advertising counselor, achieving its
goals looks relatively easy. CARE, the international relief
organization, needed a training tool for 60 SEAD (Small Economic
Activity Development) Directors and 300 trainers in CARE mission
offices located in 40 different nations. Translations had to be in
English, French and Spanish. The counselor developed a marketing
board game, with question cards, a playing die, five colored pawns
and its own zipper carrying case. Because small quantities in each
language were needed, the counselor converted a vinyl correspondence
folder into the board and a deck of playing cards into the question
cards. The game involved concepts in promotion, pricing,
distribution, marketing and product selection, and board graphics
were color-coordinated to the pawns. The game's business questions
encouraged discussion by participants that complimented the
traditional lecture training.
Results:
CARE's mission
offices worldwide said the game had a positive effect on the
training program and has become a requirement of the training
syllabus, it was reported. The organization has also used the game
to show prospective donors a sample of CARE's tools to teach
self-sufficiency.
| 
