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Free marketing plan sample of a non-profit African Refugee Development Center by


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Free marketing plan sample by marketing plan now:
A plan for a non-profit organization; African Refugee Development Center (ARDC).

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Free marketing plan sample of a non-profit African Refugee Development Center by

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  2. 2. +Marketing Plan Samplefor the African RefugeeDevelopment Center2010 2010 ZACHARY BENNETT and JULIAN TAWIL
  3. 3. + 0.1 Vision 1 nThe mission of the African Refugee Development Center is to protect and empower refugees and asylum seekers in Israel Yohannes Bayu +0.2 Organization Profile § Founded in 2004 by Yohannes Bayu, a refugee from Ethiopia. § Has served over 4,000 refugees and asylum § Refugee Origin: mostly Eritrea and Sudan Branches I. Humanitarian Aid § Partner of the United Nations High Commissioner II. Individual Support for Refugees (UNHCR) III. Child § 650,000 NIS annually in funding IV. Youth and Adult Education § Major funders: The Ted Arison Family Foundation, V. Community Development the UNHCR, the U.S. State Department, the New and Empowerment VI. Advocacy and Awareness Israel Fund, the Municipality of Tel Aviv and Raising private individuals.
  4. 4. + 1.1 Macro Environmental Analysis 2+1.2 Market & Industry Analysis n The ARDC operates primarily within the market of African refugee social services in Israel. The organization serves the refugees as well as those who wish to support its cause through volunteering or contributing funds. On a broader scale, the ARDC operates within the non-profit, social services sector in Israel. (refer to annex on page 1) (Photo by Zachary A. Bennett)
  5. 5. + 1.3 Direct & Indirect Competitors 3 Direct: Hotline for Migrant Workers, ASSAF, Physicians for Human Rights 1.3.1 Indirect: UNCR, Amnesty International, other charitable causes (refer to annex on page 2) ARDC+1.4 Market Segmentation of Donorsn By Demographics: n By Needs: n Young Jewish in Israel Consumers who feel compelled to n Mostly UK and US residents in larger cities participate in charitable causes (specifically n Age group: 20s-30s related to underprivileged populations). n Liberal (refer to annex on page 2) n One-time donors n Volunteers n Friends/Family of volunteers n People with low income n Human Rights Activists
  6. 6. + 1.5 Existing Marketing Mix 4The ARDC’s brand is its offer to participate in an idealistic cause.The service offered is a convenient donation process. Marketing Communications Monthly newsletter, Personal connections, Events: twice a year, ARDC Web site, Facebook (refer to annex on page 2-3)
  7. 7. + 1.6 5 Strengths & Weaknesses Opportunities & Threats STREGNTHS WEAKNESSES - Unique refugee services - No 46A tax exemption under Israeli - Abundance of volunteers law (120 at a time) - Online donation system - More private donations than other Israeli NGO’s OPPORTUNITIES THREATS • Potential economic - Government hostility towards refugee resurgence services agenda. - Growing concern about the numbers of asylum seekers arriving every month. (refer to annex on page 3)
  8. 8. + 1.7 Positioning ~ 2010 6 §Quality of service for donors (refer to annex on page 3-4)
  9. 9. + 1.8 Sources 7 n Karen Douglas n Resource Development Coordinator at the ARDC, Tel Aviv, IL n J.D. University of Melbourne, Australia n The African Refugee Development Center Web site. n Karen Douglas n Information regarding company mission, initiatives and links to donate. Competitor information sources: §Hotline for Migrant Workers §Physicians for Human Rights Israel §ASSAF - Organization Assistance of Refugees and Asylum Seekers
  10. 10. + 2.1-2.3 8 2.1 ~ Marketing Strategy We will create a Passover appeal for donors utilizing a special holiday message. In time for this appeal we will improve on our current offer and expand our already existing promotional tools. With this appeal we will strive to target the predominant and relatively dormant segmentation. 2.2 Desired Market Segmentation (refer to annex on page 4) By loyalty Q of S Improving and maintaining the ARDC database, and develop new membership program By demographics We would like to focus on receiving more older generation, Israeli-based donors, and maintain/ improve US and UK funding BRAND 2.3.1 Desired Marketing-mix We increased the emphasis on Quality of Service in order to make donating easier… 2.3.2 Desired Promotional Tools Monthly Newsletter, More personal connections, Events - Three times a year, Website - add limited Russian, actively updated Facebook page and Twitter
  11. 11. + 2.4 Marketing Objectives 9 n Strengths/Opportunities n Unique refugee services can appeal to future donors. n The ARDC can utilize its large volunteer base for future networking. n Strengths/Threats n Unique refugee services can deplete limited funding. n Reliance on volunteers can lead to instability in operations. n Weaknesses/Opportunities n Absence of 46A-tax exemption places burden on foreign donors. n An improved online system may increase donation with limited effort. n Weaknesses/Threats n Poor online donation system may discourage repeat donors n Absence of 46A-tax exemption may decrease sympathy for ARDC’s cause
  12. 12. 10+ 2.6 Yearly Donations (in Shekels) after Passover Appeal• The Passover Appeal itself will generate an extra 10,000 NIS annually, but the financial impact of the Passover Appeal throughout the year and the influx of awareness cannot be calculated. Private Donors •162,500+Passover Appeal = 172,500 United Nations •325,000 Private Foundations •162,500
  13. 13. + 3.1 Main Cooperative Bodies 11 n Local night clubs in Downtown Tel Aviv will offer a venue, the ARDC will promote the benefit and each body will get a percentage of the profits. The ARDC may also ask musicians and artists to donate their skills at the event. n Local shops may support the ARDC and allow discounts to members: Target venues may be organic grocery stores and apparel stores like + >2 American Apparel who have a major interest in human right’s issues who will give a small % for every purchase+ 3.2 Retaining Marketing Activities § Monthly Newsletter § Personal connections § Events § Website § Facebook page
  14. 14. + 3.3 New Offer 12 n Service: n Online donation system- investment in a 3rd party payment system n Membership program - investment in membership cards, access to ARDC leadership members, and improved database n Guided tours- lead by volunteers- ₪ 0 n Physical: n Discounts/Donations of sale- In collaboration with charitable retail outlets- ₪0+3.4 Marketing Promotion Maintain Direct Marketing strategy with an emphasis on increased loyalty. n Retain former tools and use twitter page as the medium through which to conduct our Passover Appeal. These tools will also be utilized to spread the word about our new membership program and improved Website. n A special Pre-Passover fundraising event will take place at a collaborating venue. n Street Team/Awareness team- Every Friday during month of Passover n Phone banking- starting two weeks before Passover n 2 open-to the public tours a week during month of Passover- invite the community, ask them for optional donations at the end of the tour
  15. 15. + 3.6 Order of Operations 13 # Action Who When Cost Comments Quickly open a twitter Open a account and have several 1 Twitter Account Julian Week 1 N/A pre-planned tweets for the following week. Book venue in central Tel Schedule Zachary & 1500 NIS 2 Venue Julian Week 1 Deposit Aviv, which allows a percentage cut to the ARDC Alert the Send out press releases 3 Press Zachary Week 2 N/A and invitations to journalists
  16. 16. + 3.7 Marketing Yearly Budget 14 Resources Expenses 5% Newsletter 35% Collaborating Venue Collaborating NETAFIM 5% Membership Program 25% Funds 90% Events 20% Web site Maintenance 10% Non-allocated 10% 100% 100%
  17. 17. + + 4.1 Control Bodies + 4.3 Important Focus 15 n Karen Douglas, the Resource Dates Development Coordinator, will n International Refugee Day manage the order of operations and n May Day/Labor Day see that they are completely in a timely manner. n International Human Rights Day n Passover/Pesach n Possibly Christmas in U.S. and U.K. for future Christian appeal + 4.2 Control Tools The ARDC should use several Control + 4.4 Criteria of Success Tools which will include: The ARDCwill measure its own n Surveys: successes through: n user-friendly Website n Membership Growth n how volunteers feel they are treated n Return Donors (none to this date) n comment cards from refugees n Organization of New Database n Meetings: with major donors to see how they are being fulfilled n Increase in unique users/ visitors to n In-house quantitative reports Website n budgets, peer reviews, n Continuous influx of volunteers4.4 Criteria of Success
  18. 18. + *Potential Passover Appeal Flyer 16 • To save money, 4 hand-outs will be cut from one page of paper (Photo by Zachary A. Bennett) • This ad will catch the viewers attention, initially by the refugee’s sign, then interest the viewer by inviting them, then draw out the deep emotion through reading.
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