Market Analysis

Market Need

The global NGOs and charitable organizations market is expected to grow from $279.81 billion in 2020 to $285.5 billion in 2021 at a compound annual growth rate (CAGR) of 2%.
The NGOs and charitable organizations market consists of sales of NGO and charitable services by entities (organizations, sole traders, and partnerships) that are involved in grantmaking foundations or charitable trusts and establishments primarily engaged in raising funds for a wide range of social welfare activities, such as health, educational, scientific, and cultural activities. North America was the second largest region accounting for 29% of the global NGOs and charitable organizations market

Approximately 1.54 million nonprofits were registered with the Internal Revenue Service (IRS) in 2016, an increase of 4.5 percent from 2006. The nonprofit sector contributed an estimated $1.047.2 trillion to the US economy in 2016, composing 5.6 percent of the country’s gross domestic product (GDP).
Americans gave $471.44 billion in 2020. This reflects a 5.1% increase from 2019.In 2020, the majority of charitable dollars went to religion (28%), education (15%), human services (14%), grantmaking foundations (12%), and public-society benefit (10%).Charitable contributions to organizations in education increased by 4.9 percent in current dollars from 2013, which came to a total of $54.62 billion.

According to Pew Research Center, the U.S. has the highest share of single parenting in the world. In 2018, almost a quarter of U.S. children under the age of 18 lived in a household with a single parent and no other adults present other than adult children. Being a single parent predominantly affects mothers around the world. In the U.S., around 20 percent of children live with just their mother while around 5 percent live with just their father. In 2019, 49 percent of Black children in

the U.S. lived with one parent, as did 28 percent of Hispanic kids and 21 percent of white kids.[1]


For decades, the share of U.S. children living with a single parent has been rising, accompanied by a decline in marriage rates and a rise in births outside of marriage. A new Pew Research Center study of 130 countries and territories shows that the U.S. has the world’s highest rate of children living in single-parent households.

Single-parent families are disproportionately poor; overall, 28% of families with children and a female head-of-household and no husband and 13% of families with children and a male head-of-household and no wife lived below the poverty level.

Research shows that children reared in single-parent families do not fare as well as children reared in two-parent families, on average, regardless of race, education, or parental remarriage (McLanahan and Sandefur, 1994); they are more likely to experience increased academic difficulties and higher levels of emotional, psychological, and behavior problems. The effects of growing up in single-parent households have been shown to go beyond economics, increasing the risk of children dropping out of school, disconnecting from the labor force, and becoming teen parents.

Poverty in Single-Mother Families

Most single-mother families have limited financial resources available to cover children’s education, child care, and health care costs. Seven in 10 children living with a single mother are poor or low income, compared to less than a third (32 percent) of children living in other types of families. While part of the problem is fewer potential earners in female-headed families, many of these families are also at a disadvantage because of problems collecting child support payments from absent fathers. In 2007, only 31 percent of female-headed families with children reported receiving child support payments during the previous year. It is especially difficult for young, never-married mothers to collect child support because many of the fathers in this situation have very low wages. However, in the context of high unemployment rates and low wages, there is a growing number of married-couple families with insufficient income to lift themselves out of poverty.

Socioeconomic Factors Behind Child Illiteracy

In America, nearly 11 million children are poor. That’s 1 in 7 kids, who make up almost one-third of all people living in poverty in this country.

  • Poverty plays a large role in whether children develop literacy skills during their early years. Some 22% of children in the U.S. live in poverty, according to the Seattle Post-Intelligencer. Some 43% of adults living in poverty have low literacy levels.
  • About 80% of children living in economically disadvantaged communities will lose reading skills over summer breaks due to a lack of access to books and other resources, according to Reading Is Fundamental
  • Ethnicity is also a factor. About 52% of Black fourth-grade children and 45% of Hispanic fourth-graders score below basic reading levels, compared to 23% of white students, according to NCES assessments

SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the organization and describes the opportunities and threats facing The Art of Charity


  • The only organization in the area that provides these types of services = no direct competition.
  • Passionate volunteer and donor base
  • Innovative &unique services–Use of Technology
  • Responsive Website.


  • Small volunteer base
  • Solution: Reach out to qualified younger demographic
  • Lack of Funds
  • Solution: Use of different methods for fundraising as discussed in “Sources of funds” and online “Marketing Strateg
  • Volunteer and staff burnout and turnover
  • Solution: Cut back on time-consuming events that aren’t working on focus on what doe


  • Develop partnerships with other local nonprofits
  • Make a list of organizations that could be a good fit
  • A lot of people in the community are passionate about our cause.
  • Focus on targeting 25 – 40-year-old people for volunteering and donations


  • Cash flow / external costs
  • Solution: cut events that don’t perform as well to save on some costs.
  • Decrease in the donor base
  • Solution: Maintain a list of donors who continuously donate
  • Can be hard to measure the impact of certain programs
  • Solution:Figure out what impact makes the most sense to measure and communicate

Competitive Edge

Our competitive edge is our services.The Art of Charitywill become dominant in thewelfare services industry,and maintain its position from the following competitive advantages:

Comprehensive and Efficient Services

At The Art of Charity,our competitive advantage is a nonprofit’s ability to sustainably produce social value using a unique asset, outstanding execution of comprehensive services like food, toiletries (basic hygiene necessities), groceries, education, shelter, and help people find jobs. We have the resources and team to deliver our welfare services efficiently. As no organization is providing services like ours.


The Organizationwill always try to have a friendly relationship with its donors so it can win donors’ loyalty that will help it to increase its donor base and achieve the long-term and short-term objectives of the Organization.

Management, Speed, Flexibility

The Art of Charitywill make the highest and excellent quality management team, having experience in technology and other relevant industries. Our team will represent organizational ethics; values such as integrity, hard work, and transparency are key to making our projects successful. Our team will also have the necessary knowledge, as well as the ability to learn and evolve, and the willingness to do whatever it takes to turn the Organization into the winner.

First, Early Mover Advantage

The Art of Charitywill try to achieve a high degreeof awareness through a combination of integrated advertising, content/product offerings, public relations, and strategic relationships