Save the children Nonprofit Marketing Plan

1. SAVE THE CHILDREN
NONPROFIT MARKETING PLAN
BUSS 424 Talita Schweinberger

2. Table of Contents-Agenda
◻ Talita Schweinberger,
BUSS 424 Non-profit
Marketing, April 18, 2017.
◻ Table of Contents-
Agenda
◻ Executive Summary
◻ Description of the
Nonprofit Organization
◻ Marketing Goals
◻ Target Markets Overview
and Target Market
Segments
◻ SWOT Analysis
◻ Competitive Analysis
Chart
◻ Organizational Chart
◻ Donations Strategy
◻ Value Proposition
◻ Marketing Promotion
◻ Budget – Traditional
Media, Digital Media
◻ Marketing
Measurements /
Marketing Metrics
◻ Reference Page

3. Executive Summary
◻ Save the Children invests in childhood — every day, in times of crisis
and for our future. In the United States and around the world, gives
children a healthy start, the opportunity to learn and protection from
harm.
◻ This marketing plan has the goal to increase awareness of the non-
profit organization and increase donations by 20%.

4. Description of Save the Children
◻ Promotes children's rights
◻ Provides relief and helps support children around the world
◻ Improves lives through education, health care and protects from
harm.
◻ Provides aid in natural disasters, war, and other conflicts.

5. Marketing Goals
 What are the current marketing objectives or what are your
suggested objectives?
 Build awareness of the nonprofit organization
 Develop a fund-raising strategy
 Increase donations
 Reach a goal of donations
 Recruit volunteers and sponsors for big events

6. Target Markets Overview
◻ What markets are currently targeted?
⬜ Consumer-to-Consumer (C2C)
◻ What is recommended?
◻ What approach is being taken (undifferentiated, differentiated,
concentrated, or micromarketing)?

7. Geographic Segment of Market
Bases for Segmentation
◻ Geographic
◻ Demographic
◻ Psychographic
◻ Behavioral
◻ Country: United States
◻ City or metro size: 20,000-
250,000
◻ Density: Urban, Suburban

8. Segmenting Audience by
Demographics
Bases for Segmentation
◻ Geographic
◻ Demographic
◻ Psychographic
◻ Behavioral
◻ Age- 18-64
◻ Income- $24,000+
◻ Family size- 1+
◻ Family life cycle- young, single
or married, with children or no
children, and older
◻ Occupation- professionals,
students.
◻ Religion, nationality- catholic,
protestant. North American.
◻ Generation- Baby Boomers,
Gen X and Gen Y
◻ Social class- middle and
upper class

9. SWOT Analysis
Strengths
•Broad range of activities
•Global reach
•Working with local government
agencies, teacher and parents
to create educational
programs
Opportunities
•Partnership and collaborations
•Improvement for children
through strengthened program
performance
•Technological advances help
deliver better programs for
children
Threats
•Global health worker shortage
•Rising food crises and poverty
Weaknesses
•Low aid flows for less
developed countries needs.
•Quality for aid for less
developed countries
S W
TO

10. Competitive Analysis Chart
Save The Children UNICEF Big Brothers Big Sisters of America
OVERVIEW: Invests in childhood,
every day, in times of crisis and for the
future. Gives children a healthy start,
the opportunity to learn and
protection from harm.
OVERVIEW: fights for the rights of
every child seeking safe shelter,
nutrition, protection from disaster and
conflicts, and equality.
OVERVIEW: Provides for children
facing adversity with strong and
enduring, professionally supported ,
one-to-one mentoring relationships
that changed their lives for the better,
forever.
ADDITIONAL VALUE: give children the
opportunity to learn, provides disaster
relief, helps children to have a healthy
start in their life.
ADDITIONAL VALUE: saves and
protects the most vulnerable children.
Works to ensure that every child
regardless of gender has access to a
quality education.
ADDITIONAL VALUE: helps children
on a daily basis to make healthy
choices to stay in school, stay out of
trouble and on track toward healthy
and productive futures.
DETAILS: exposes children to
healthier ways of living through
activity, nutrition lessons and
balanced food choices so they can be
healthy and active in both learning
and life.
DETAILS: brings education to child
refugees, builds child-friendly schools,
makes classrooms mobile, trains
teachers and rebuilds an entire
educational system to support a
child’s right to learn.
DETAILS: offers mentoring to children
who have incarcerated parents, offer
services to single parents, and
mentorship to help high school and
colleges students
DONATIONS AMOUNT: options are $1
a day, $25 a month, and one time
donations from $25+.
$5+ $10+

11. Organizational chart
Board of Directors
Marketing- Creative-
Advertising- PR
Accounting-
Finance
Operations
Executive Director

12. Donations Strategy
◻Websites
◻Press kits
◻Mailings
◻Speech
◻E-mail
◻Telemarketing
◻Brochures
◻Festivals
◻Search ads
◻Social media marketing
◻Display ads
◻Annual reports
◻Causes
◻Charitable donations
◻Blogs
◻Display signs
◻Community relations
◻Facebook and Twitter
messages, YouTube
channels and videos
◻Lobbying

13. Value Proposition
 Save the Children helps children in 120 countries, focusing on
their needs on growing happy and healthy.
 Provides access
 Wellness
 Reduces anxiety
 Provides hope

14. Marketing Promotion
Advertising Events and
Experience
Public Relations
and Publicity
Online and Social
Media Marketing
Mobile Marketing Direct and
Database
Marketing
Print and
broadcast ads
Sports Press kits Websites Text messages Mailings
Cinema Entertainment Speeches E-mail Online marketing Telemarketing
Brochures and
booklets
Festivals Seminars Search ads Social media
marketing
Posters and
leaflets
Arts Annual reports Display ads
Reprints of adds Causes Charitable
donations
Company blogs
Billboards Company
museums
Publications Third-party chat
rooms, forums,
and blogs
Display signs Community
relations
Facebook and
Twitter messages,
YouTube channels
and videos
Lobbying
Identity media
Organization
magazine

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 Mail Chimp 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
◻ Measures
 Build awareness of the nonprofit organization
 Develop a fundraising strategy
 Increase donations
 Reach a goal of donations
 Recruit volunteers and sponsors for big events

18. References
Andreasen, A. R. & Kotler, P. (2008). Strategic marketing for nonprofit
organizations (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Big Brothers Big Sisters (2016). Retrieved on April 11, 2017 from
http://www.bbbs.org/.
Save the Children (2017). Retrieved on April 11, 2017 from
http://www.savethechildren.org/site/c.8rKLIXMGIpI4E/b.6115947/k.8D6E/
Official_Site.htm.
UNICEF (n.d.). Retrieved on April 11, 2017 from https://www.unicef.org/.