The Competitive Environment Facing COA

Competitor 1: Surfrider Foundation – Jersey Shore 

 

 

Digital Presence

• Website – Mobile responsive
• Facebook (Surfrider Foundation: Jersey Shore Chapter) – 4,589 likes; 4,901 followers
• Instagram (@surfriderjerseyshore) – 4,449 followers
• Twitter (@SurfriderJSC) – 1,082 followers

 

 

 

Competitor 2: Make-a-Wish New Jersey 

 

 

Digital Presence

• Website – Mobile responsive
• Facebook (Wish NJ) – 24,234 likes; 23,746 followers
• Instagram (@makeawishnj) – 2,916 followers
• Twitter (@wishnj) – 2,182 followers
• YouTube (@wishnj) – 723 subscribers

 

 

 

Competitor 3: Clean Water Action  

 

 

Digital Presence

• Website – Mobile responsive
• Facebook (@CleanWaterAction) – 50,762 likes; 51,262 followers
• Instagram (@cleanh2oaction) – 2,177followers
• Twitter (@clean2oaction) – 15.1K followers
• YouTube (@cleanwateraction) – 219 subscribers

 

 

 

Competitor 4: Ocean Conservancy 

 

 

Digital Presence

• Website – Mobile responsive
• Facebook (@oceanconservancy) – 1,012,208, likes; 1,007,275 followers
• Instagram (@oceanconservancy) – 302K followers
• LinkedIn (Ocean Conservancy) – 15,484 followers

 

 

 

Market Analysis

 

 

Currently, the market is underserved because of awareness, an increase in organization and a decline in contributions.  There is growth potential to make COA a larger and more sustainable non-profit by growing contributors and volunteers.

Demographics and Segmentation

The size of the market has the potential to be quite large; this is contingent on awareness, making connections with the community and other partners.

Potential “Customer”

The potential contributor/volunteer will be someone that has alignment with COA’s mission and lives near or has knowledge of the New York Bight.  There is an opportunity through partnerships to reach a much wider audience in the United States.

Market value

• Total giving to charitable organizations in the United States was $410.02 billion in 2017 (2.1% of GDP). An increase of 5.2% in current dollars and 3.0% in inflation-adjusted dollars from 2016.
• The majority of that giving came from individuals. Specifically, individuals gave $286.65 billion, accounting for 70% of all giving and representing a 3.0% increase over 2016.
• Foundations – which includes grants made by the independent, community, and operating foundations – gave $66.9 billion (16% of all donations). This represents a 6% increase over the prior year.
• Corporations grew by 8% to $20.77 billion (5% of all donations).
• Donating public, not big foundations or corporations, responsible for the vast majority of annual donations.
• Charities that focus on the Environment and Animals saw an increase of 7.2% to $11.83 billion (3% of all donations).

Target Market

COA’s target market are those active in boating, business, community, conservation, diving, environmental, fishing, religious, service, student, surfing, and women’s groups.  These are individuals that make up the Ocean Wavemakers.  This target market is primarily located in New Jersey,  To maintain the mission of COA the focus will be on local and community efforts and concerns.

Market Need

In general, the market needs for non-profits.  Center for Non-profits surveyed New Jersey non-profits.

• Two-thirds (66%) of responding organizations reported that demand for services had increased during the past year, and more than three-quarters (76%) expected demand to continue rising in 2019.
• Less than two-fifths (38%) reported receiving more total funding in 2018 vs. 2017, but nearly three-fifths (59%) reported that their expenses were higher than in the previous year.
• Only 32% indicated that support and revenue had exceeded expenses during their most recently completed fiscal year.
• More than two-thirds (68%) expected their total expenses to increase in 2019, but only 49% expected total 2019 funding to increase.
• About one-third (30%) expected total funding to remain the same as 2018, and 13% anticipated a decrease.

Half reported that they were considering new partnerships or collaborations in 2019, and 45% were contemplating adding programs.

Approximately one-third were considering adding a special event, and 30% planned to conduct more advocacy for their programs, fields or constituencies.

Competition

The Center for Non-Profits surveyed New Jersey non-profits in January of 2019 and identified that the current public policy, the social and economic landscape is presenting challenges.  The implications of last year’s federal tax overhaul were also on the minds of respondents.

Non-profits have focused on expanding funds and volunteer resources, fortifying relationships with donors and constituents, deepening partnerships within and across disciplines and sectors, adjusting programming to meet changing economic circumstances and population demographics, and strengthening the case for investment in their work.

Barriers to Entry

• Contributors and volunteers
• Technology
• Creating brand awareness and recognition
• Access to Partnerships/Influencers
• Regulation

Resources –

http://www.njnonprofits.org

https://www.charitynavigator.org/index.cfm?bay=content.view&cpid=42

http://www.njnonprofits.org/2019AnnualSurveyRpt.pdf

https://www.charitynavigator.org/index.cfm?bay=search.summary&orgid=10684

http://www.njnonprofits.org/2019AnnualSurveyRpt.pdf

“Pursuant Releases 2019 Giving Outlook to Address Recent Decline in Philanthropic Giving.” PRWeb Newswire, 6 Aug. 2019. Gale General OneFile, https://link.gale.com/apps/doc/A595719893/ITOF?u=temple_main&sid=ITOF&xid=fd6945ee. Accessed 28 Aug. 2019.