the desired satisfactions  Uncle Ben’s Choice of potential Friends will be higher than competitors. Within this strategy, customer focus and value are central. The concept is a customer-centered make and sell philosophy. Make and sell means that the company will search for the right product for the customer. Most of the strategies are the other way around, searching for the right customer for the product instead of the right product for the customers. The marketin Uncle Ben’s Choice g concept is a good way to differentiate. If War Child should use this concept, they will focus more on customer needs and understanding customers. Customer needs are important to get strong relationships to create loyal and valuable Friends (Kotler, 2014). A good strategy of modern marketing is customer relationship management. As mentioned earlier, CRM contains delivering superior customer value and satisfaction by building and maintaining profitable customer relationships. Using this strategy, maximizes the customer loyalty and –satisf Uncle Ben’s Choice action. It is about the acquiring, retention and growing of customers. The most important touchpoint of this strategy is to create superior customer value. If the customer is satisfied, the customer will be more likely to be a loyal customer which means a profitable lifetime value. (Kotler, 2014) Conclusion Literature review To conclude, War Child is dependent on charitable donations. If there are no charitable donations, War Child cannot live on. People have different motives to give donations to charitable organizations. Research has shown that the biggest group donates because they think the work of the organization is important. To increase charitable donations, a custom strategy can be implemented to help the company grow. The strategy, marketing concept has a great focus on customers and value. The concept is a customer-centered make and sell philosophy. Make and sell means that the company will search for the right product for the customer. CRM contains deliverin Uncle Ben’s Choice g superior customer value and satisfaction by building and maintaining profitable customer relationships. Good CRM helps to create customer satisfaction. Customer satisfaction brings loyal customers and positive word of mouth. Studies show that less satisfied customers, will bring an enormous drop in loyalty of the entire company. This is the reason why companies need to focus more on customer delight and not only on customer sati>