Paper Summary:

This paper examines the marketing strategies employed by the Royal National Institute of the Blind (RNIB). The paper describes how RNIB understood the need for a new approach to running a charity organization, primarily for the benefit of those in need. The writer outlines the objectives set by RNIB and the methods used to obtain these objectives.

From the Paper:

"RNIB is one of UK's biggest and most diverse charities, providing over 60 different services for over 2 million people with serious sight problems throughout the country. In the early 90s, RNIB responded to a changing environment that placed more emphasis on community care and the role of voluntary organizations and commissioned the first ever comprehensive survey to identify ways in which RNIB services would need to be developed to meet a set of emerging societal and community needs."

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