The UNCF was established in 1944. At the present the organization is one the nation largest, oldest, and most successful minority higher education and assistance foundation. The UNCF approximately supports 65,000 students in about 9,000 colleges and universities. The UNCF also has administers’ help and aid in a variety of ways to enhance the lives of many African Americans and other minorities. The UNCF administers tens of millions of dollars that help provide computers, technology integration training for faculty members and technological infrastructure support for Historically Black Colleges and Universities.
According to The NonProfit Times, Americans donated $240.92 billion to charity during 2002
The single largest sector that receives donations is religious organizations, followed by educational institutions which receive an estimated 13.6% of all donations.
42% of donors donated to a direct mail appeal during a 12-month period in 2002-03. Other top media donors responded to include workplace campaigns (33%) and personal, face-to-face requests (32%). About a quarter of the donors surveyed (23%) gave to a request over the phone during that year.
The general problem our advertising must overcome is not to appear to be a discrimination biased charity.
The objective of the advertising is to raise awareness of the UNCF, motivate prospect donors to contribute, convince prospects donors that donating to the UNCF is a good cause, generate an increase in donations and achieve positive responses.
The benefit our consumers should believe in is that the young minds of our society deserve an education and that that will signify a more educated future society.
With our campaign we aim that consumers respond to the mailing and the direct advertisings either by making a donation or requesting additional information about the organization and its cause and establish the organization in the mind of consumers.
The tone of our communication is focused on encouraging and uplifting emotional appeal.
Our Direct Mail total media cost is $360,000 with a circulation of 400,000. We expect a response rate of 2% due to our creative strategy and carefully segmented audience. The total estimated respondents come to 8,000.
For print we have allocated $525,000 with a circulation of 972,000. We expect a response rate of 1.3% for this portion of the campaign totaling 12,636 respondents.
The internet provides us with the opportunity to use email as part of our campaign. For this we estimated a cost of $115,000 for a circulation of 255,555. The targeted response rate for this is 1.8% due to segmentation and convenience with a total of 4,600 respondents.
These response rates reflect an improvement for prospect donors. The previous average was 0.8% - 0.9%.