Australia is a multicultural country, with 44% of the population either born overseas or having one overseas born parent (Australian Bureau of Statistics 2007). While Australia purports to embrace and leverage these cultural differences, this does possibly raise issues in regards to marketing to a range of culturally different groups within the community (Nwankwo and Lindridge 1998). Many organisations will potentially be unable to develop strategies targeting multiple cultural groups (Wilkinson and Cheng 1999). However, Australian nonprofit marketers may have a more pressing need to target distinctive cultural segments, especially as they often have a mission designed to foster wider social inclusion or to address the needs of specific cultural groups (Centre for Culture, Ethnicity and Health 2004, Renzaho 2007). This requires that marketers develop culturally relevant marketing activities going beyond simply advertising in different languages (Noble and Camit 2005). This paper seeks to outline some of the cultural challenges related to donating blood using Sub-Saharan African migrants as an example
