This document provides information about strategic planning and direct response promotions for nonprofit organizations. It discusses proven promotion strategies like tiered discounts and BOGO offers to encourage larger donations. It also describes an innovative "Name Your Price" campaign that increased ticket sales by 100% and orders by 86% for two arts organizations. Additionally, it outlines strategies for improving fundraising returns, including a 2:1 challenge grant to increase donor participation and additional matching for first-year donors.

1. Michelle
Parker
Nobody wants to be sold, but
everybody wants to be helped.
- John C. Maxwell

2. Strategic Planning and Consultation
Helping organizations strengthen audience
connections and meet revenue goals.

3. Successfully Designed
Direct Response
Promotions
Traditional Proven Promotions:
Price Breaks to Encourage Acquisition
 Tiered discounts to encourage larger package buys.
 Straight dollar amount discounts and BOGOs.
 Roll-over and pro-rated packages for in-season
buyers.
Innovation: Case Study
Name Your Price Appeal
It sounds risky but it has been tested.
Successfully implemented on campaigns for two different arts
organizations, two different disciplines, “Name Your Price”
has made a positive impact on subscription acquisition
campaigns. This offer is best for a re-approaches to
subscription buyers during a transition.
Real Results
Seats increased 100% and orders increased 86%.
 Proven strategies and results
 Organizational modifications –
no cookie cutter plans
 Experience and expertise
 Innovation

4. Symphony Fundraising
Strategic Partnership
Case Study: Improving Return
of New Donors
 Designed Challenge Grant
Appeal to Encourage
Continued Giving: 2:1 Match
is the main tool increasing
acquisition participation.
Introduced additional 1:1 Match
for First Year Donors.
 Created Case with
Measurable Results:
Approach Pops Single Ticket
Buyers with broader educational
statistics to engender public
service appeal.
-
50
100
150
200
250
First Year
Donors
$1-349
First Year
Donors
$350+
First Year
Total
Year One
Year Two with New Appeal

5. Marketing Content
Appeal Scripts
Direct Response Mail
Copywriting
Social Media Plans

6. Cause Marketing
Appeal Scripts
Excerpt: First Ask
Since the launch of the campaign, 460 million meals have been provided to hungry children.
However, our fight doesn’t end until EVERY child in America gets the food they need, and the
sad truth is that millions of children are still struggling.
I'm calling you today to invite you to renew your support by joining our special group of
monthly supporters known as the Hunger Core. No Kid Hungry looks to this group for a
dependable source of income that is used to help as many kids as possible month-after-month.
Together, we can connect more children to reliable breakfast and summer meal programs. We
are looking to increase the Hunger Core group by 500 members this month in order to meet
the needs of these hungry children. We need to enroll 30 new monthly donors today to reach
this goal. May No Kid Hungry count on you to be one of these members with a monthly, tax-
deductible gift of $[first sustainer ask]?

7. Cause Marketing
Post Approach Mail
More Examples of Mail Appeals Available Upon Request

8. Copywriting Samples
Revitalizing an Older Brand: Neutrogena Project
Banner and Print Ads

9. Script Sample
 Placement: National spot for mainstream radio like 94.7 Wave and 98.7. Include pop and classic rock. Timing would be multiple plays during morning
and evening commute two months before contest deadline.
Ambient sounds of an office.
FRIEND: Excited. Nancy, are you entering the contest?
NANCY: I just started using Neutrogena’s Healthy Skin
Anti-Wrinkle Cream two weeks ago.
FRIEND: And I can already see a difference! I’ll shoot the video.
NANCY: But what would I say?
FRIEND: You feel better about your skin. It’s glowing, and Bill actually took you out on game night.
NANCY: A first in 7 years.
FRIEND: Come on. You could star in a commercial with Jennifer Garner.
NANCY: Or, win free product.
FRIEND: Enough to share. Go to “Neutrogena.com” to check for details.
NANCY: Where?
SFX: typing
FRIEND: neutrogena.com under “Be a Healthy Skin Star.”
NANCY: We better hurry. Submissions are due March 31st.
Radio Spot-30 sec “Be a Healthy Skin Star”
Neutrogena Copywriting Project

10. Social Media Plan
Business to Business Marketing
Show the Positive Face of
The goal is communicating to current and future clients what we already know. We have a talented, knowledgeable staff that cares.
We have a large percentage of personnel who are involved in humanitarian activities. We have professionals who have been
partnering in integrating non-profit strategies for more than 25 years. SD&A Teleservices should be seen not just as a
telemarketer, but also as an advisor.
SD&A should use social media to leverage positive persona while providing useful information to non-profits and build
attention through more consistent and prolific public content. Much of our strategy work is done remotely. Our calling staff
operates after our clients’ normal business hours. While account services and business development do travel and attend
conferences to improve relationships, this travel is very expensive. We need more ways to stay connected to clients and build
relationships.
Telemarketing companies have very little online presence. But, consultants who work on integrating telemarketing
plans are on line. SD&A should get into this circle of influence. The general public will not be speaking about or be aware
of SD&A on social media platforms. This is primarily because the public sees us as the voice of our partner organizations.
However, the client is concerned about how we portray them in conversations. We can use our success stories to communicate
how serious we are about quality work, building on each positive phone call. This will be done through professional social media
platforms and SD&A owned blogs and interactive sites.
https://www.facebook.com/SDA-Teleservices-Inc-121635254763/?fref=ts
https://www.linkedin.com/company/sd&a-teleservices-inc

11. Market Research Consulting
New Methodologies
Research Plan for
Performing Arts Center
New Data Analysis
Sales data trends and customer loyalty data cluster analysis is
clouded by the economic environment of the past decade. New loyal
customers are needed for the health of the classical series, but a
deeper understanding of motivators for repeat package buying is
needed.
Qualitative Research Goals for Focus Groups
• Examine the game changers in buying a package
versus single tickets from the customer
perspective.
• Define the qualities customers value most when
choosing classical music concerts?
• Explore how many buyers are attending other
venues for classical music.
• Understand why some target customers don’t buy
packages.
• Discover new reasons for classical full
subscription and CYO repeat purchases.
Social
Media
•+ or -
• Price
• Product
• Policy
• Venue
Interviews or
Focus Groups
by Segment
• Yes and No
answers counted
for frequency.
• Choice answers
counted.
• Other responses
categorized.
Mobile
by
Segment
• Transcripts
sorted by
question and
participant.
• Answers
categorized
the same as
interviews.

12. Integrated Marketing Communication
Full Consultative Planning
Excerpt of IMC Example
“Our Community’s Home for Culture & Entertainment”
The primary benefit of this center is providing cultural events and entertainment
for the local community. There are other theaters in near by communities that provide
similar entertainment. The Theatre’s prices are slightly higher than their competitors for
some of the products. The main differentiator is the location. The area around the
theater is more picturesque than the other community theatres. It is so beautiful that
many weddings are planned in the pavilion, and the surrounding restaurants are classier.
While the performing arts center has varied products to market, all of the messages
should refer back to one single message to focus the persona and brand in marketing
media. The main message should be, “We are our community’s home for culture
and entertainment.” This message could become a slogan that strategically appears
with the name. Pictures of the location, such as the already published pictures of the
fountain area and theatre, will have a more prominent placement with the name. This will
highlight the differentiator
 Target Audience Analysis
 Main Message and Brand
Image
 Media Mix and Message
Goals
o Public Relations
o Internet
Marketing
o Social Media
o Direct Marketing and Promotions
o Outside Marketing and
Flyers
 General Media Mix Timing
Full Plan Example Available Upon Request

13. Brand Management
Experiential Promotion
The Body Shop is an Energized Brand that
Needs Grooming
Their target groups are people who care about the environment. But, they
are also people seeking beauty products, better skin, or fresh scents. These
points-of-parity for the brand have gotten overshadowed and almost lost in the
brands communication. As a result, the brand’s relevance is weak.
If The Body Shop turned its brand focus back to the customers’ interactions
with the natural products, then the relevance factor could grow. Engaging more
with customers on the products online and through retail will build up the
relevance level in the energy chain.
Experiential showcases at specific environmental and organic events
would get new customers interacting the product. This will also speak more
to emotional needs of the customer to feel good about looking good. Products
for body and soul includes meeting personal needs and a wider customer focus.
Once the brand is strengthened, they can build more marketing initiatives for
public knowledge and esteem. The brand should be present at places more
than shopping malls. They could use contests and interactive methods to
promote more public trials that extend into more online retail options. These will
help the brand move from a curiosity to a unique leadership position competing
with Bath & Body Works.
0 50 100
Energy
Relevance
Esteem
Knowledge
Curiosity
LEADER
BAV chart results used in consulting

14. For More Information:
https://www.linkedin.com/in/michellebaldwinparker
http://www.sdats.com/the-team/#parker
MPMKG16@gmail.com