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Pest Analysis : Covers Potential External Factors

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PEST Analysis: covers potential external factors that influence the issue in the following categories; political, economic, social and technological. Political Economical Taxation (corporate; consumer) Government organisation / attitude Comas is based on a large number of donations. This makes it particularly vulnerable to fluctuations in the standard of living (BBC News 2009). Disposable income of households remains low, despite the return to GDP levels (The Guardian 2014b, 2014c) before the crisis, although donations million pounds increase (the third sector in 2014 c). In addition, any decline in the real estate market directly affects CRUK income stream Heritage (Civil Society 2014), which funds more than a third study (The Telegraph in 2014). Social Technological CRUK benefits from the prominence of cancer as a public health issue (Ipsos MORI 2014) and the trend to donate to health-related charities (Saxton and Wang 2014). A rising proportion of donors give spontaneously, particularly first-time donors (Third Sector 2014d) who value the use of social networks and positive messaging over traditional forms of giving (Urbain et al. 2013). CRUK has an ageing donor profile and must consider whether to attract younger donors or tailor fundraising to meet expectations of retired donors (Urbain et al. 2013, Third Sector 2014a). CRUK has responded strongly to mobile giving, which now accounts for £26 in every £100 donated in the UK (Wired 2013) and will become even more

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