Visions of Hope has developed a marketing strategy to promote its Shadow Boxes Service. The strategy involves discovering their target market through research on donation trends in the UK, identifying key customer profiles including religious groups, educators, medical professionals and corporations, and establishing effective marketing channels. Their main campaign, called "Hope Runs Out", will be sponsored runs participated in by these key groups. Funds raised will support children's education in Africa.

1. VISIONS OF HOPE
Hopeful Teachers building Hopeful Futures
LITMITED
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2. BRIEF
2
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To discover our target market for the
Shadow Boxes Service.
Discovery
To establish effective routes to market
utilising our data in the process.
Channels
To increase brand visibility, raise
awareness and generate income for
the charity.
Campaigns
STRATEGY
This strategy is taken from research conducted by CAF online 2014 UK gibing and can e found at www.cafonline.org. It is intended as a guide for Client ‘Visions of Hope’ to bring their
product/service to market and meet the direct and indirect needs of the consumer.

3. 3
Let’s get Started
Discovering our Target Market
Discovery
To discover our target
market.
Channels
To establish effective
routes to market.
Campaign
To formulate a
marketing campaign
for marketing channels.
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4. 4
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Discovery
Exploring Market Trends Overview
79
%
48
%
30
%
64
%
UK Donors
79% of the population donated to
charity in 2014.
Female Donors
48% of donors were female versus 41% of
men.
Causes
30% of all money donated went towards
education and young people making it
the UK’s second largest cause. Medical
research was first.
Monetary
64% of the Population have donated money in
the year 2014
On average women are 7% more likely to give
than men and on average give £3 more than men
do.
Key Demographics

5. 5
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Discovery
Exploring Market Trends Sectors
Hospitals & Medical
Children
Overseas
Religious
2014 Trends
Since 2011, childrens and overseas charities
have both shown a significant rise in
monetary donations.
Between 2011-2014 Childrens Charities have
risen from 23% to 30%, similarly Overseas
Charities has risen from 12% to 20%.
Religious Versus Secular Donors
Average donation for religious organisations are £20 which is 14% higher than the average donation to a secular charities of £14. This represents an opportunity to pursue religious
organisations as one of our primary routes to market.

6. 6
Let’s get Started
Discovering our Target Market
Discovery
To discover our target
market.
Channels
To establish effective
routes to market.
Campaign
To formulate a
marketing campaign
for marketing channels.
Property of Arayomi Ltd
1 2 3

7. 7
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Channels
Donor Behaviour Barriers to Giving
70% 68% 53% 44% 26% 24%
Based all UK Giving Respondents. May 2014 based on 1,042 samples to determine potential barriers to giving.
From this analysis we find transparency to be the biggest problem holding back donors. We seek to resolve this by building a site that helps donors see the tangible real
time results of their donations.
The second problem being the multitude of charities existing makes it easy for ours to get lost in the masses. We want to build a site and a brand that is strong enough to
appeal to the sentiment of our target donor.
If I knew how money was directly helping, I would feel
more inclined to give to charity.
There are so many charities it is difficult to decide which to give to.
I am worried that if I give I will just be asked for more.
Charities don’t understand the financial and time pressures people are under.
The causes charities support don’t catch my attention.
I don’t think giving to charity makes a meaningful difference.

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Channels
Donor Behaviour Motivation
Simple Analysis
CAF’s 2013 Why We Give study found that 75 per cent of donors agree that they give because of ‘a particular belief that I have in a specific cause’,
whilst 61 per cent agree that giving was prompted by ‘a personal experience that I have had’. We want to market our service towards
individuals/groups that share a common interest in improving education targeting key sectors in education, unions, and churches where
education, family and legacy are a major part of their make up.
I give because
of a belief in a
specific cause.
I give because
of a personal
experience

9. 9
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Channels
Donor Behaviour Means of Donating
Cash
50%
Direct Debit
27%
Online Giving
13%
Text
10%
Cash Direct Debit Online Giving Text
Cash
Cash donations are still the most common means of giving to charity perhaps
because you can decide when to give, the donor feels less obligated to give
more than than they like and there is no further commitment. .
Direct Debit
In 2009/2010 over 2.3 billion was donated via DD to charities with the most
common donation being £12. This option is very popular with charities as it is
cheap to process and easy to claim gift aid on.
Online Giving
Because the low percentage of online donors we will still have a call to action to
donate but it will not be the main call to action. The main call to action will be
our events where we will encourage giving.
Text
Text is an emerging trend and donors are still building trust with it. Much like
online giving there seems to be uncertainty and a lack of sentiment with it giving
that most donors simply don’t trust.

10. 10
Channels
CustomerProfile Portfolio
Miss Gemma Thompson
Head Mistress
SocioEconomic Status B.
Managerial, administrative
professional.
David WIlkinson
Senior Pastor
Socioeconomic Status B-C Senior
level management and
administrative capacity.
Dr Kemi
Paediatrician
Socio Economic Status A-B
depending on my level of seniority.
Lisa
CMO of Best Bean
Social Economic Status A. Upper
level administrative and managerial
capacity.
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11. 11
Channels
Customer Profile Religious
David Wilkinson
Senior Pastor
Who is David
Wilkinson?
I am the senior Pastor of Rock Ministries
International based in the UK. My wife and I are
strong advocates of family which runs through the
fabric of our church. I am highly motivated to
transform the lives of the underprivileged as it is one
of the many core values that reside within our
ministry. Our global church raises on average
£10,000 a year for charity and overseas missions. As
a father I understand the need for good education
and as a pastor my heart is always pressed for those
in desperate need of hope.
Skills
100%
Influence
40%
Organitation
90%
Sensitivity
100%
Compatibility
Innovation
100%
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12. 12
Channels
Customer Profile Educational
Miss Gemma Thompson
Head Mistress
Who is Gemma
Thompson?
I believe in education. As a first generation of
migrant parents I am thrilled at the prospects of
those wanting to give back to Africa. Education is
responsible for who I am today and so I am willing to
participate and actively involve my school in changing
the scope of Africa.
It would also be good for our students to get involved
in sponsored activities that help them recognise the
tremendous privilege they have and the opportunity
to give to the less fortunate. I am highly organised
due to the demands of my job it helps to stay ahead
of the game. I would be willing to submit this to the
school board to see if we can introduce this into our
sports days.
Skills
85%
Influence
85%
Organitation
100%
Sensitivity
100%
Compatibility
Innovation
100%
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13. 13
Channels
Customer Profile Medical
Dr Kemi
Junior Child Doctor
Who is Dr Kemi?
I am a junior Pediatrician. I am constantly engaged in
charitable activities. I would love to do more to
contribute but the high demand of my occupation
allows for minimal personal involvement other than
giving. As a pediatrician I am actively involved with
charitable services such as Children in Need.
My sentiment to children plus my socioeconomic
status makes me more likely to get involved with
overseas charities. I want to make a difference but
time is my main restraint.
Skills
40%
Influence
80%
Organitation
85%
Sensitivity
75%
Compatibility
Innovation
75%
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14. 14
Channels
Customer Profile Corporate
Lisa
CmO
Lisa?
As the CMO of Best Bean I run a tight and efficient
ship. Always seeking to balance our profit making
ambition with our corporate moral responsibility. Our
coffees are fair trade and we are always looking to
sponsor charities that invest in the Countries our
beans are exported from.
Our huge annual profits allows us to donate, often in
cash to charities. We are zealous about
demonstrating to our consumer the connect
between our corporate goals and our philanthropy.
Both of which we take very seriously.
Skills
100%
Influence
100%
Organitation
80%
Sensitivity
95%
Compatibility
Innovation
85%
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15. 1
5
Let’s get Started
Discovering our Target Market
Discovery
To discover our target
market.
Channels
To establish effective
routes to market.
Campaign
To formulate a
marketing campaign
for marketing channels.
Property of Arayomi Ltd
1 2 3

16. HOPE RUNS OUTC A M P A I G N
V I S I O N S O F H O P E

17. HOPE RUNS OUTT h e r u n f o r h o p e
V I S I O N S O F H O P E
‘Hope Runs Out’ is Vision Of Hopes
forefront Campaign. Teachers,
students, doctors, top companies
and churches will participate in
these sponsored runs. We will call
willing participants to run for hope
so that hope will never have to run
out again for children’s education in
Africa.

18. HOPE RUNS OUTG o t h e E x t r a M i l e
V I S I O N S O F H O P E
Evert time money is raised we will
increase the mile… hence ‘go the
extra mile.’ Those who run will be
sponsored to do so and funds raised
will go towards childrens education.
10M11M12M RUN

19. HOPE RUNS OUTT h e M e d i c a l C h a n n e l
V I S I O N S O F H O P E
Hope Runs Out will coincide with the
Nations present health crisis and the
need for education in the developing
world. Imagine a millennial equiliser
where a health conscious
generations needs can directly
coincide with its need for civic and
philanthropic minded relief.

20. HOPE RUNS OUTT h e C h u r c h C h a n n e l
V I S I O N S O F H O P E
Christians and most religious
organisations understand ‘The extra
mile.’ As religious organisations are
the biggest donors to charity, Hope
is a statement that appeals to all
religious creeds. We want the
church to help us spread a tangible
message of hope

21. HOPE RUNS OUTT h e B u s i n e s s C h a n n e l
V I S I O N S O F H O P E
CeO’s care about their corporate
moral responsibility. We want to
position ourselves as charity of
choice with those organisations who
benefit most from Africa’s vast
resources.

22. HOPE RUNS OUTT h e E d u c a t i o n C h a n n e l
V I S I O N S O F H O P E
Students and teachers will do
sponsored runs. Sports day will have
the Hope Runs Out brand on
students uniforms who will be
encouraged to be sponsored by their
parents, other students and friends.
Vision of Hope Prizes and award will
be given to the individual who raises
the most money. Awards include-
‘Hope Award’ and ‘Hope
Ambassador’ certificate.
HOPE RUNS OUT
Grace ACADEMY
300

23. HOPE RUNS OUTP l a n s f o r t h e F u t u r e
V I S I O N S O F H O P E
Imagine a world where Hope can be
measured in miles. The ‘Hope’ app
will take advantage of the ‘Internet
of things’ Phenomena. Imagine a
future where others can donate to
your miles before you run them and
even track your steps to completion.
Imagine an app where you can
accept the challenge to run for
something you believe in. Each step
goes towards ensuring hope never
runs out. Often the cause of a failed
diet is wrong motive. Imagine a
health regime that literally inspires
hope.
HOPE APP

24. V I S I O N S O F H O P E C H A R I T Y
MAKE CHANGE
GIVE CHANGE
Visionsof hange
VISIONS OF CHANGEC A M P A I G N

25. V I S I O N S O F H O P E C H A R I T Y
MAKE CHANGE
GIVE CHANGE
Visionsof hange
VISIONS OF CHANGEC A M P A I G N
Visions of Change will be a campaign for
spare change. The idea here is that change
makes change. The campaign primarily seeks
To target school students and parents
to give their spare change to charity. At the
end of each term each student will be asked
to show how much change they have made
towards change. Instilling a sense of pride.
This campaign is also suitable for hospitals,
shops
and events. The message will ring loud and
clear that giving change makes a change.

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END OF PRESENTATION
Visions of Hope