MKT157 NOT FOR PROFIT MARKETING
DR. FORMAN - 5.12.2010


                                  1
Mission Statement
Our nonprofit was established to reduce the amount of
food waste in New York City. We complete this goal
...
Tomorrow’s Lunch...
Today’s Future
Currently there are over 1.2 million New Yorkers
struggling to get sufficient food for t...
Tomorrow’s Lunch will help reduce this number by
taking what was once waste establishing a database
network to get the foo...
In addition to a network database, we will have a
guerilla team that will go to the location and educate
the business as t...
Market Targeting 	

We aim to target the food service industry in NYC. This
mainly includes independently owned restaurant...
Fundraising Objectives

Acquire both government support and the support of
reputable investors.
Establish that no donation...
Fundraising Sources
Primary Source

New York Government / US Grants with homelessness
and hunger already a large problem i...
Fundraising Sources
Secondary Sources
Large Food Corporations: with their involvement, they
would be able to show support ...
Fundraising Prospects

Through our initial sources, we hope to create a strong
basis of funds from which our organization ...
Special Events / Benefits


Offer a series for potential participating restaurants.
Our goal is to show how much food is ty...
Government / Foundation
We will be seeking support from the
following groups:

 Food Aid Nutrition Enhancement Program
 Fo...
Promotion Objectives
Increase the number of restaurants in NYC participating
in approved food recycling programs within 10...
Promotion Mix
The majority of our clients will be restaurants, rather
than the end consumer of the recycled food.
Our prom...
Online Strategy
Differentiate ourselves using new technology to
streamline our process
Create an online database that profi...
Public Relations
Establish our organization as an expert on suitable
waste management programs for restaurants
Maintain re...
Corporate Sponsorship
Objectives
Find a variety of partners from different aspects of
business to team up with and achieve...
Corporate Sponsorship
Objectives

Form strong lasting bonds with these partners and with
the communities in which they ope...
Criteria for Selection

High moral and ethical standards
Good reputations
History of partnerships with non-profits
Shared v...
Potential Partners
Food Industry
Pathmark Stores
Shop Rite
Stella D’Oro
Dino’s Restaurant
Grotta Azzura Restaurant
Applebe...
Potential Partners
Corporations
Bank of America
Citigroup
Daily News
New York Post
New York Yankees
New York Mets

       ...
Potential Partners
Non-profits

Foodlink Inc.
Food Bank for NYC
Food Bank for Westchester
Long Island Cares Inc.



       ...
Monitor and Control

Activity within target market
Donors and volunteers
Event attendance
SMART guidelines



            ...
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Tomorrow's lunch presentation

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Tomorrow's lunch presentation

  1. 1. MKT157 NOT FOR PROFIT MARKETING DR. FORMAN - 5.12.2010 1
  2. 2. Mission Statement Our nonprofit was established to reduce the amount of food waste in New York City. We complete this goal through the raising awareness and brokering between food-related charities and restaurants. Providing the means / network to distribute food from food industry to food center. 2
  3. 3. Tomorrow’s Lunch... Today’s Future Currently there are over 1.2 million New Yorkers struggling to get sufficient food for themselves. 3
  4. 4. Tomorrow’s Lunch will help reduce this number by taking what was once waste establishing a database network to get the food to the centers that distribute it. Once wasted food will now be utilized via our organization 4
  5. 5. In addition to a network database, we will have a guerilla team that will go to the location and educate the business as to why they should “get involved”. 5
  6. 6. Market Targeting We aim to target the food service industry in NYC. This mainly includes independently owned restaurants, as well as franchised fast food chains that we would be able to partner and integrate with. 6
  7. 7. Fundraising Objectives Acquire both government support and the support of reputable investors. Establish that no donation is too small. By bringing in smaller, less corporate and capitol driven companies we can establish credibility with the public. 7
  8. 8. Fundraising Sources Primary Source New York Government / US Grants with homelessness and hunger already a large problem in NYC, it would be beneficial for both parties to have their support and funding to help reduce the numbers. 8
  9. 9. Fundraising Sources Secondary Sources Large Food Corporations: with their involvement, they would be able to show support in a noble cause. Participating restaurants: their contribution would help streamline the recycling process Individual donations: gaining public support is very important, all sizes of donations would be accepted. 9
  10. 10. Fundraising Prospects Through our initial sources, we hope to create a strong basis of funds from which our organization can grow. With initial government grants, we could establish the organizations legitimacy prior to any action. We hope to be less reliant on private investment from the public, and use it more as a method of spreading our name through word of mouth. 10
  11. 11. Special Events / Benefits Offer a series for potential participating restaurants. Our goal is to show how much food is typically wasted. Demonstrate the ease of our recycling plan to gain further support. 11
  12. 12. Government / Foundation We will be seeking support from the following groups: Food Aid Nutrition Enhancement Program Food Assistance and Nutrition Research Program Privately owned, independent food corporations Individual donations 12
  13. 13. Promotion Objectives Increase the number of restaurants in NYC participating in approved food recycling programs within 10 years Increase the number of hits by 5% to our online database of charities that accept food donations. Raise at least $5,000 by the end of the year through public donations. Double the average donor contribution within 5 years. 13
  14. 14. Promotion Mix The majority of our clients will be restaurants, rather than the end consumer of the recycled food. Our promotion mix will focus on advertising, public relations, and corporate image to appeal to restaurants. 14
  15. 15. Online Strategy Differentiate ourselves using new technology to streamline our process Create an online database that profiles types of restaurant food waste as well as charities that accept food donations Work towards automation and government support 15
  16. 16. Public Relations Establish our organization as an expert on suitable waste management programs for restaurants Maintain relationships with our customers after the initial matchmaking Keep our donors updated with the positive outcomes funded by their donations 16
  17. 17. Corporate Sponsorship Objectives Find a variety of partners from different aspects of business to team up with and achieve our ultimate goal of eliminating food waste in NYC. Acquire both significant numbers of donations and volunteers for which we can use to build our organization. 17
  18. 18. Corporate Sponsorship Objectives Form strong lasting bonds with these partners and with the communities in which they operate. Build our organization’s reputation, credibility, and further enhance the trust of our donors and potential donors. 18
  19. 19. Criteria for Selection High moral and ethical standards Good reputations History of partnerships with non-profits Shared values and understanding of the mission 19
  20. 20. Potential Partners Food Industry Pathmark Stores Shop Rite Stella D’Oro Dino’s Restaurant Grotta Azzura Restaurant Applebee’s TGI Fridays 20
  21. 21. Potential Partners Corporations Bank of America Citigroup Daily News New York Post New York Yankees New York Mets 21
  22. 22. Potential Partners Non-profits Foodlink Inc. Food Bank for NYC Food Bank for Westchester Long Island Cares Inc. 22
  23. 23. Monitor and Control Activity within target market Donors and volunteers Event attendance SMART guidelines 23
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