Case Study: Crisis in Kenya

“The more difficult question for MAP was whether to exclusively pursue narrowcast strategies or go out more broadly to our file,” says Martin Smith, marketing and communications director for MAP International.

“Our donors have always supported us generously when we’ve asked, no matter the circumstances. However, our support base consists largely of experienced medical missionaries and health professionals quite familiar with Kenya,” he says. “Given the level of community ties, we felt our donors would welcome the opportunity to have impact in this crisis, so we decided to move forward with a full communication plan.”