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Sample Marketing Plan

Background

Organization X is a non-profit organization that has
been dedicated to domestic violence victims and their
children since 1984. For the past two years
Organization X has been operating at full capacity
and board members have been challenged with
decreasing government funding and an increased
need for services. Organization X is looking to
raise awareness among community leaders and the
community.

Challenges and Opportunities

In the last few years Organization X has been up against several challenges. The first of which is implementing a marketing plan and a fundraising development strategy. Because staffing at the Organization X is limited, committing a staff person to this position is impossible. One way to resolve this would be to add a Board Member or two with experience and the available time to spearhead this effort.

The second challenge is a lack of awareness among the community and potential donors. There is an opportunity to raise awareness and funds by pursuing relationships with various community organizations and community members. Maintaining and cultivating these relationships can positively influence future fundraising efforts more successful. All potential donors should be carefully tracked on the donor list and called upon for future efforts.

A third challenge is hosting events that will generate ample revenue dollars to justify the time, effort and financial commitment involved in the execution of the event. Organization X can overcome this challenge by pursuing cost effective ways of raising funds, utilizing non-traditional events and partnerships that are simple to plan and execute.

The fourth challenge is promoting the program while considering the privacy and safety of all residents. This challenge can be overcome by carefully promoting the successes of Organization X in an outside arena. The stories of past residents can be used to get the message out to the community. This highlights successes and keeps residents in transition out of the spotlight.

Objectives

• Expand board to include more diverse members with experience in development, PR and/or marketing • Build awareness among community leaders and opinion-leaders • Create a successful fundraiser that can be built upon in years to come • Focus on utilizing opportunities for promotion to outside venues • Build/cultivate relationships with existing and new donors

Tactics

Board Development

• Build Board Diversity
• Utilize the existing matrix to ensure a well-balanced board.
• Pursue individuals who would bring in new areas of expertise (FIS will make recommendations).

Awareness

• Present the Organization X story to local community leader groups such as Toledo and Sylvania Rotary Clubs.
• Partner with local churches to hold drives for clothing and other needs.
• Utilize a fundraiser and campaign to tell the Organization X story -pursue coverage in The Blade, Business Advantage and other local papers.

Fundraising Event

Girls Night In

• Description: Use this event to capitalize on the sisterhood that Organization X creates with its residents. Create the atmosphere of a girls sleep over, without the overnight aspect. Fill the evening with activities such as hand massages, manicures, pedicures, facials, and make up consultations, or a fortune tellers/psychics etc. Simple snack foods can be served.
• Implementation: Professionals (i.e. manicurists, etc.) would be called upon to donate their services for the evening. Work with area venues to secure a location in kind or at a discounted rate. Tickets would be sold in advance for and at the door for a nominal fee based on attendance and revenue goals. Highlight success stories at the event where the director and a past resident make short statements to inform the attendees about Organization X.
• Attendees: Promote the event to area sororities as community service and capitalize on the “sister” aspect, as well as exploring sorority alumnae. Community leaders, women on the existing donor list, public officials and past residents would also be invited.
• Promotion: Partner with an area news or radio station to promote the event. Attaching a personality to the event, putting a personal face on the Organization X and targeting women in the area to attend. Additional promotion would include appearing on the local weekend morning programs, such as AM Saturday.
• Media Relations: An invitation should also be sent

Partnership Opportunities

• Pitch Organization X to local sororities as a philanthropy project. Most sororities adopt a charity on a yearly basis and perform fundraising activities for them. This would enable Organization X to build a relationship with a sorority and utilize their fundraising efforts. Again, this would also be a good target for inviting to the Girls Night In.
• Partner with a local mattress/bed retailer who could donate the needed trundle beds for the families’ rooms. This story could be pitched to local media and would bring recognition to the donating company as well as Organization X. Filming from the media would need to take place at the retailer to ensure confidentiality and the safety of Organization X residents.

Donor Relations

• Ask each board member to list 20 possible donors they have a relationship with. Add these new contacts to the list and send a personalized appeal letter mentioning the board members name to the individuals.
• Track all volunteers, past program participants and anyone involved in the program as possible future donors. o Compile a list of local business leaders and community members to add to the donor list. o Track attendance at all events and add contact information to the donor database.
• Create a Donor Recognition Program . All donors should receive a newsletter. Newsletters should feature a thank you section that recognizes all donors. The newsletter would serve a dual purpose, reiterating to the donors where their donations are going and thanking them.
• A personalized thank you letter should be sent to all donors.
• Major donors should receive the newsletter, thank you letter and a larger thank you - a special framed certificate they could hang on their wall. This would help to build a relationship with these donors that can be built on in the future.