This document provides a marketing plan for the nonprofit organization Safe Kids Worldwide. The plan includes an executive summary describing Safe Kids' mission to protect children from injuries. It then outlines marketing objectives like increasing awareness, donations, and volunteer recruitment. Target markets are identified as individuals in various countries. The plan also includes sections on SWOT analysis, competitive analysis, donation strategies, proposed budget, and metrics for measuring marketing success.

1. NON-PROFIT MARKETING
PLAN
Mahmuda AfrojCourse 424

2. Table of Contents-Agenda
 Cover Slide – Student
Name, Course Name,
Submission Date
 Table of Contents-
Agenda
 Executive Summary
 Description of the Non-
Profit Organization
 Marketing Objectives
 Target Markets Overview
and Target Market
Segments
 SWOT Analysis
 Competitive Analysis
 Donations Strategy
 Value Proposition
 Marketing Promotion
 Budget – Traditional
Media, Social Media-
Digital Media
 Marketing Measurements
/ Marketing Metrics
 Reference Page

3. Executive Summary
 Safe Kids Worldwide is a Nonprofit organization.
Working to protect kids from traffic injuries,
drowning's, falls, burns, poisonings.
 The business plan will achieve
• Established strong brand image.
• Increase donations.
• More volunteers involvement.
• Attracts more sponsors.
• Successful campaign (worldwide).

4. Description of Non-Profit
Organization
 Safe Kids Worldwide was founded in 1988 by Martin R. Eichelberger, M.D., a
pediatric trauma surgeon, and Herta Feely, a public relations professional, at
Children’s National Health System in Washington, D.C.
 Too many times, Dr. Eichelberger experienced the dreadful moment of telling
parents that their child had died. When a devastated parent would ask, “Was there
anything I could have done to prevent it?” Dr. Eichelberger was forced to look the
parent in the eye and answer, “Yes.”
 Dr. Eichelberger joined with feely , and Johnson and Johnson to create the
National SAFE KIDS Campaign, the only U.S. nonprofit organization dedicated to
preventing unintentional childhood injuries. In 2005, the National SAFE KIDS
Campaign officially became Safe Kids Worldwide. Today, Safe Kids works in the
United States and around the world to reduce traffic injuries, drowning's, falls,
burns, poisonings and more. Since our inception, there has been a 60 percent
decrease in the unintentional injury rate among children 19 years and younger.

5. Marketing Goals
 Marketing 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
 What markets are currently targeted?
 Business-to-Business (B2B)
 Business-to-Consumer (B2C)
 A combination

7. Geographic Segment of Market
Bases for Segmentation
 Geographic
 Demographic
 Psychographic
 Behavioral
 USA, Argentina, Australia, Austria, brazil,
Cameroon, Canada, Colombia, Dominican,
Republic, Ecuador, Finland, Germany, India,
Israel, japan Jordan Kenya, Malaysia, Nepal,
News Zealand, Paraguay, Peru, Russia, South
Africa, south Korea, Spain, Thailand, Uruguay,
Vietnam.
 City Size: 20,000-50,000 to 500,000-1,000,000
 Density: Urban, suburban, Rural

8. Segmenting Audience by
Demographics
Bases for
Segmentation
 Geographic
 Demographic
 Psychographic
 Behavioral
 Age:18-34, 35-49,50-64
 Race: White , black Asian Hispanic, other
 Gender: Male , female
 Income: $10,000 to 100,000+
 Education: High school graduate, college graduate,
post gradate.
 Family size: 1 to 5+
 Family life cycle: Young, married; Young , married,
youngest child under 6 and older ; Old married with
children
 Occupation: Professional and technical, managers,
officials, proprietors , retired, homemaker, operative,
craftspeople
 Religion: Catholic , protestant , Jewish , Muslim,
Hindu, other.
 Generation: Generation X, Millennial (GEN Y)
 Social class: upper lower , working class, upper
middles , lower uppers , upper uppers.

9. SWOT Analysis
Strengths
• Volunteers availability
• Wide network-local chapters
• Benefits other by training
program
• Strong Brand awareness logo
• Frist response provide for
needy people
• Opportunities
• Using advance technology- reach
more donors via social media
• Hire younger, tech savvy
employee
• Increase donations
• Better fundraising support
• Motivation - collage credit,
certificate , free food , networking
• Threats
• Competing non profit
Organization
• Income –people who don’t
earn enough $ are less likely
to donate.
• Recession – no job- no
money creating less donation.
• Weaknesses
• Lack of technology
• Lack of brand awareness
• Education
• Bureaucracy
• Higher Expenses for Operation
internationally
S W
TO

10. Competitive Analysis Chart
Safe Kids worldwide The Alliance for Safe
Children
Kid Safe Foundation
OVERVIEW: Non profit and working to protect
kids on the move, at home and at play to to
reduce traffic injuries, drowning's, falls, burns,
poisonings.
OVERVIEW: Non profit and main focus is
reducing the number of preventable child
deaths (aged 1-17) in Asia from traffic
injuries, drowning's, falls, burns, poisonings
OVERVIEW: Kid Safe Foundation protects
children by preventing sexual abuse, bullying
and internet dangers
ADDITIONAL VALUE: 4star charity,
Extensive network, more than 400 coalitions
in US, and work more than 30 countries.
ADDITIONAL VALUE:
Extensive network, head office in US, and
work more than 12 countries.
ADDITIONAL VALUE: Kid Safe gives children
a voice and empowers them and the adults
who keep them safe with education and
communication skills to become the first line
of defense in children’s safety.
DETAILS: Safe Kids Worldwide is a global
organization dedicated to protecting kids from
unintentional injuries, the number one cause of
death to children in the United States.
Throughout the world, almost 1 million
children die of injuries each year.
DETAILS: TASC’s gather information
exercise. Recognizing that gaps in the way
data is collected on child death and injury
exist in many Asian countries, TASC
undertook a series of large scale community
surveys in a bid to define the extent and scope
of the problem.
DETAILS: Kid Safe Foundation protects
children by preventing sexual abuse, bullying
and internet dangers through comprehensive
education for children, parents, professionals
and other caring adults.
Donation amount : $10+ Donation amount :$10+ Donation amount : $5+

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

12. Donations Strategy
Advertisin
g
Events and
Experience
s
Public
Relations
and
Publicity
Online and
social media
marketing
Mobile
Marketing
Direct and
Database
Marketing
Posters Festivals Speeches Web sites Social media
Marketing
Mailing
Brochures Causes Annual
reports
E-mail Telemarketin
g
Donations Search Ads
In kind
Radio
Non Profit
Blogs
Communit
y
Relations
Face Book,
You Tube
Lobbying

13. Value Proposition
 SAFE KID WORLD WIDE works to PREVENT INJURIES
in different areas to help parents create an environment where
kids have the freedom to be active, healthy and safe at home,
cars and roads, and sports and play.
 Every year 8000 families losing their child by INJURIES.
Safe kid world wide work to ensure No parent should have to
endure the loss of a child .
 We provide following value
 Provide hope , quality , connects ,integrates,
 Reduce anxiety, rise money, wellness, quality
 Reduce risk, Badge value,

14. Marketing Promotion
Advertising Events PR Online
social
media
marketing
Mobile
marketing
Direct and
database
marketing
Print and
broadcast
Sports Press kits
speeches
Websites
Email
Text messages Mailings
Cinema
Brochures
Entertainment Seminars
Annual reports
Search ads
Display ads
Online marketing Telemarketing
Poster and
leaflets
Festivals Charitable
donations
Non profit blogs Social media
marketing
Billboard Arts Publications
Community
relations
Third party chat
room , forums
and blogs
Display sings Causes Lobbying Identity
media
Organization
Magazine
Facebook,
Twitter,
You tube

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 $2,000
Outdoor Billboards $0
Bus Advertisements $0
Total $2,000

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
$3,500
Email marketing campaign using Mail Chimp or
Constant Contact for 1,000 names)
$0
Search ads $1,000
Display ads $1,000
Text blasts to 1,000 names $0
Facebook ads $1,000
Twitter ads $1,000
YouTube ads $500
Mobile app(s) $0
Total $8,000

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, Philip (2008). Strategic Marketing for Nonprofit
Organizations, Seventh Edition. Upper saddle River, HJ: Pearson.
GrantSpace (2017). Knowledge Base. Retrieved from
http://grantspace.org/tools/knowledge-base/Funding-Research/Definitions-
and-Clarification/glossaries.
Safe Kids Worldwide (2017). Retrieved from https://www.safekids.org/front