charity:water marketing plan.

1. CHARITY: WATER
MARKETING PLAN
Md Ishaque Khandaker
Course # BUSS 424

2. TABLE OF CONTENTS-AGENDA
• Cover Slide – Student Name,
Course Name.
• Table of Contents-Agenda
• Executive Summary
• Description of the Non-Profit
Organization
• Marketing Goals
• Target Markets Overview
• Geographic Segment of
Market
• Segmenting Audience by
Demographics
• SWOT Analysis
• Competitive Analysis Chart
• Organizational Chart
• Donations Strategy
• Value Proposition
• Marketing Promotion
• Budget – Traditional Media,
Social Media-Digital Media
• Marketing Measurements /
Marketing Metrics
• Reference Page

3. EXECUTIVE SUMMARY
• Charity: Water
• Water: One of the most important elements of our daily life.
A lot of people in the world don’t have the access to the
pure drinking water and a lot of people die because of many
water born diseases or scarcity of pure drinking water.
• They are working on the projects to ensure that the people are
getting enough pure water in developing nations.
• If the plan works and if they can achieve their goal then we hope
that there will be a lot less number of people with scarcity of pure
drinking water.
• Generating money to provide water to 50,000 more people.

4. DESCRIPTION OF NON-PROFIT
ORGANIZATION
• Charity Water.
• Charity: Water is a non-profit organization that provides
clean and safe drinking water to people in developing
nations. The organization was founded in 2006 and has
helped fund 22,936 projects in 24 countries including India,
Bangladesh, Cambodia, Congo, Ethiopia etc., benefiting over
6.1 million people.

5. MARKETING GOALS
• What are the current marketing objectives or what are your
suggested objectives?
• Build awareness of the non-profit organization
• Develop a fund-raising strategy
• Increase donations
• Reach a goal of donations
• Recruit volunteers and sponsors for big events

6. TARGET MARKETS OVERVIEW
• Target Market
• A combination of Both
• Undifferentiated Marketing Approach.

7. GEOGRAPHIC SEGMENT
OF MARKET
Bases for Segmentation
• Geographic
• Demographic
• Psychographic
• Behavioral
• Developed and
Developing nations.
• Urban and Suburban
areas.
• Northern and
Southern Climate
• City Size 100,000+

8. SEGMENTING AUDIENCE BY
DEMOGRAPHICS
Bases for Segmentation
• Geographic
• Demographic
• Psychographic
• Behavioral
• Age Group: 17+
• Male, Female
• Family size: 3-4
• Family life cycle: Older,
Married, With children
• Occupation: Mostly
Business
• Religion, nationality:
Nothing Specific
• Generation: Baby
boomers, Gen X, Gen Y
• Students - Upper Uppers.

9. SWOT ANALYSIS
Strengths
• Receives 100% donations for onsite wells.
• Benefits the people with scarcity of water.
• Strong social media preference.
• High celebrity involvement.
• Partner with other country’s charities.
Opportunities
•Bring clean safe drinking water to
developing countries.
•Hire younger tech savvy employees
•Improve technology – Reach more donors
via social Media
•Increase donations
•Motivation – College credit, Certificate,
networking
Threats
•Competing Non-Profit organizations.
•Income- People who don’t earn enough
money are less likely to donate.
•Recession- People are losing jobs which is
making donors donate less.
•Individuals campaigns can jeopardize brand
equity.
Weaknesses
•Lack of brand awareness
•Solely dependent on donations
•Hard to find donors and volunteers.
•Bureaucracy
•Other charities offer greater benefirs for
lower costs.
S W
TO

10. COMPETITIVE ANALYSIS
CHART
[Charity:Water] [Water.org] [Water Aid]
OVERVIEW:
charity: water is a non-profit organization
bringing clean and safe drinking water to
people in developing countries
OVERVIEW:
Water.org is an American nonprofit
developmental aid organization resulting from
the merger between H2O Africa, co-founded
by Matt Damon, and Water Partners, co-
founded by Gary White
OVERVIEW:
WaterAid is an international organization
whose mission is to transform the lives of the
poorest and most marginalized people by
improving access to clean water, sanitation
and hygiene.
ADDITIONAL VALUE:
Charity:water funded 22,936 water projects
for 7 million people around the world
ADDITIONAL VALUE:
They've transformed 5 million lives around the
world with access to safe water and sanitation.
They have the solutions to transform millions
more.
ADDITIONAL VALUE:
Reached over 2 million people with clean
water and 3 million people with sanitation last
year through partners.
DETAILS:
You can buy products like T-shirts, Wristband,
Photo Album, Postcard, Donation Card other
than donating to raise money.
DETAILS:
Water & Sanitation, Women & Children,
Disease fact, Water Crisis.
DETAILS:
$45 Handy hand pump, $66 Build a toilet,
Water bottle and tank tops.
Donations:
$1+
COST:
$5+
COST:
$1+

11. ORGANIZATIONAL CHART
Board Of Directors
Marketing – Creative –
Advertising - PR
Accounting - Finance Operations
Executive Director

12. DONATIONS STRATEGY
Advertising Events and
Experiences
Public Relations
and Publicity
Online and social
media marketing
Mobile Marketing Direct and Database
Marketing
Posters Festivals Speeches Web Sites Social Media
Marketing
Mailings
Brochures Causes Annual Reports E-Mail Telemarketing
Donations Search Ads
In Kind Radio Non-Profit Blogs
Community
Relations
Facebook,
YouTube
Lobbying

13. VALUE PROPOSITION
Charity : Water is a non-profit organization that focuses on providing
clean water to people around the world. Target donors of the charity
are private donors.
The value proposition of the charity:
• Provide access to clean water to the people worldwide.
• Reduce the risks of losing lives from water-born disease.
• Reduce anxiety of getting ill by water-born disease and have
healthy life.
• By the help of the donor and the volunteers it will be possible to
provide clean drinking water among the people in all over the
world.

14. Advertising Events and
Experiences
Public Relations
and Publicity
Online and social
media marketing
Mobile Marketing Direct and Database
Marketing
Cinema Entertainment Press Kits Web Sites Online Marketing Mailings
Posters & Leaflets Festivals Speeches E-Mail Social Media
Marketing
Telemarketing
Billboards Arts Seminars Search Ads
Display Signs Causes Annual Reports Non-Profit Blogs
Street Activities Charitable
Donations
Facebook and
Twitter Messages,
YouTube channels
and videos
Publications
Community
Relations
Lobbying
Organization
Magazine
MARKETING PROMOTION

15. MARKETING BUDGET –
TRADITIONAL MEDIA
Marketing Activity (2016-2017) Budget Amount
Television/Cable TV (30-second ad) $0
Print Media (newspapers and magazines; which ones?
How much for a ¼ inch ad in black & white)
$0
Radio $0
Outdoor Billboards $0
Bus Advertisements $0
Total $0

16. MARKETING BUDGET –
DIGITAL MEDIA
Marketing Activity (2016-2017) Budget Amount
Website design, set-up, storage and monthly
maintenance for one year; use Amazon Web Services or
GoDaddy.com
$3,000
Email marketing campaign using MailChimp or Constant
Contact for 1,000 names)
$0
Search ads $0
Display ads $0
Text blasts to 1,000 names $0
Facebook ads $3,500
Twitter ads $1,500
YouTube ads $2,000
Mobile app(s) $0
Total $10,000

17. MEASURE – MARKETING
METRICS
• Measure
• Build awareness of the non-profit organization
• Develop a fund-raising strategy
• Increase donations
• Reach a goal of donations
• Recruit volunteers and sponsors for big events

18. REFERENCES
• Andresen, Alan R., & Kotler, Phillip (2008). In Strategic
Marketing for Non-profit Organization, Seventh Edition,
Upper Saddle, NJ, Pearson.
• GrantSpace (2017). Knowledge Base. Retrieved from
http://grantspace.org/tools/knowledge-base/Funding-
Research/Definitions-and-Clarification/glossaries
• Charity: Water retrieved on January 31st, 2017, retrieved from
http://www.charitywater.org/