The main objective of this project is to develop a comprehensive marketing strategy for Advocate Fundraising while simultaneously creating targeted content that resonates with NPOs and charities, ultimately enhancing their engagement and support.

Tasks and Activities for Learners:

Strategy Development (50% of Project)

1.Assessment of Current Strategy:

• Review Advocate Fundraising’s existing marketing efforts to identify strengths and weaknesses.

2.Measurable Goals:

• Set specific, measurable goals aimed at increasing client engagement (NPOs/Charities), such as:
• Increasing the number of participating charities in campaigns by a specific percentage within a set timeframe.
• Enhancing awareness of services offered to NPOs by achieving a target number of inquiries or sign-ups for resources.

3.Channel Identification:

• Identify and evaluate various marketing channels (e.g., email newsletters, social media, webinars, and networking events) that can effectively reach and engage NPOs and charities.

4.Cyclical Trends Analysis:

• Map out important fundraising days and cyclical trends (e.g., Giving Tuesday, year-end giving periods) that insights can be drawn from, to tailor engagement strategies accordingly.

Content Creation (50% of Project)

1.Content Planning:

• Develop a calendar that outlines key cyclical fundraising dates and events relevant to NPOs/Charities, ensuring that content is aligned with these moments.

2.Engagement Materials:

• Create specific promotional and engagement materials tailored for NPOs. These may include:
• Email Campaigns: Draft email templates focusing on upcoming fundraising days, offering tips or resources.
• Informative Flyers/Brochures: Design materials that outline advocacy strategies, key statistics about fundraising days, and how Advocate Fundraising can assist NPOs.

3.Visual Content:

• Develop engaging visuals such as infographics or charts that illustrate the cyclical trends and relevant fundraising days, making it easier for NPOs/Charities to understand and utilize this information.

4.Feedback and Iteration:

• Gather feedback on created content from focus groups or stakeholders to ensure the materials resonate with the target audience (NPOs/Charities), making necessary adjustments before finalizing.

1. Strategic Marketing Plan:

• Deliverable: A comprehensive document that includes:
• Assessment of Current Strategy: Summary of the strengths and weaknesses of existing marketing efforts.
• Measurable Goals: Specific objectives aimed at increasing client (NPO/Charities) engagement, such as:
• Percentage increase in the number of participating charities in campaigns.
• Target number of inquiries or sign-ups for resources from NPOs.
• Channel Identification: Analysis of the most effective marketing channels for reaching NPOs/Charities (e.g., email, social media, events).

2. Cyclical Trends Calendar:

• Deliverable: A detailed calendar that outlines:
• Key fundraising days and events relevant to NPOs/Charities (e.g., Giving Tuesday, year-end giving).
• Insights into cyclical trends in donations and engagement relevant to those dates.

3. Engagement Materials:

• Deliverable: A set of targeted materials crafted specifically for NPOs/Charities, including:
• Email Campaign Templates:
• At least 2-3 drafts of email templates focusing on upcoming key fundraising days, including engaging subject lines, actionable content, and calls to action.
• Promotional Flyers/Brochures:
• One professionally designed flyer or brochure that outlines Advocate Fundraising’s services, advocacy strategies, and key statistics about fundraising days.

4. Visual Content Assets:

• Deliverable: Creation of visual content to support engagement and communication, such as:
• Infographics: At least one infographic illustrating cyclical trends and important fundraising information, making it visually appealing and easily digestible for NPOs/Charities.
• Graphs/Charts: Optional, but encouraged, creation of additional graphs or charts to visually represent data from the cyclical trends calendar.

5. Feedback Process:

• Deliverable: A report summarizing feedback gathered from focus groups or stakeholders regarding the engagement materials and visual assets. This should include:
• Insights on which materials resonated most with NPOs and suggestions for improvement.
• Any revisions made based on feedback before finalization.

6. Final Presentation:

• Deliverable: A presentation (e.g., slide deck) summarizing:
• The strategic marketing plan.
• The cyclical trends calendar and how it aligns with marketing goals.
• Engagement materials and visuals created.
• Recommendations for implementation and next steps for enhancing client engagement.