Marketing Plan for Save the Children Nonprofit Organization PADM 7040 Non Profit Management Submitted by Asta Rockwood

1. Marketing Plan for Save the Children Nonprofit OrganizationPADM 7040 Non Profit ManagementSubmitted by Asta RockwoodOctober 10, 2005

2. Summary of Contents • Mission, Objectives, Goals • Culture of the Organization • Organization’s leadership • Publics that it serves • Strengths, Weaknesses • Economic Opportunities • Core Marketing Strategy • Volunteer Recruiting Approach • Campaigns, Fundraising

3. 1 MISSION “Working together to create opportunities for the world’s children to live life safe, healthy, and fulfilling lives” “ Working with families to define and solve the problems their children and communities face and utilizing a broad array of strategies to ensure self sufficiency-is the cornerstone of all Save the Children Programs” http://savethechildren.org OBJECTIVES • Building long term relationships with local organizations who are trusted and valued in the community • Develop Quality Programs • Provides Intense Training and Technical Assistance GOALS The main goal is to create programs that will improve academic performance, health and ultimately, children’s lives

4. 2Culture of the Organization The work environment at the organization is one that is driven by cooperative team building and timely implementation. “Our employees work hard, experience challenges and have many opportunities to develop new skills" according to the Save the Children official website. Save the Children also created an environment in which employees feel valued and empowered to seek and achieve career goals that are united with the priorities and goals of the organization. Organization also offers diverse climate with employees from multiple cultures working side by side on management teams, project teams and in virtually all departments of the organization

5. 3Organization’s Leadership “Organization’s leadership is dedicated to the mission of creating real and lasting change in the lives of children in need in the U.S. and around the world” Save the Children, Board of Trustees, 5/19/05 ZOE BAIRD, President, Markle Foundation (NY, NY) SUSAN BLUMENTHAL, MD, Former US Assistant Surgeon General, Deputy Assistant Secretary for Women’s Health and Rear Admiral (ret.); Clinical Professor, Georgetown and Tufts Schools of Medicine (Washington, D.C.) ROXANNE MANKIN CASON, Real Estate Development/Management/Investment Entrepreneur (San Francisco, CA) ANDREA COLLINS, Co-Founder, Save the Children Westchester Leadership Council, (Bronxville, NY)

6. 4Public’s that it serves In the United States, Save the children works in the communities serving thousands of children in nearly 150 impoverished rural communities in 13 states: GA, SC, MS, AR, TN, KY, WV, CO, NM, AZ, NV, CA. ND

7. 5Strengths and Weaknesses Strengths • Large increase in donor funding • Promotion life saving health practices and services • Working with local government agencies, teacher and parents to create educational programs Weaknesses • The number of children and mothers living in poverty is increasing • The poorest have not yet been reached with even the most basic services • Organization is trying to serve the problem of global scale

8. 6Economic Opportunitywww.savethechildren.org.annual report • Improvement for children through strengthened program performance • Technological advances help deliver better programs for children • Funding trends: continued growth, greater loyalty, increased flexibility • Making financing available with organizations such as British Petroleum and the U.S agency for International Development

9. 7Core Marketing Strategy “Save the Children's marketing strategy is based on our mission to fight for children’s rights and to deliver immediate and lasting improvements to children’s lives worldwide” “Our marketing strategy aims to communicate the work of Save the Children to a range of audiences, to increase voluntary support for our work, to generate income and to raise awareness of the issues that affect children”(www.savethechildren/article3) Save the Children generates its income and support from a variety of sources: voluntary (eg from individuals, companies, trusts, volunteer branches & groups, legacies and gifts in kind); retail (eg from shops and trading catalogue); grants (eg from governments and other institutions). How Organization Uses its funds According to 2004 annual report • Program services 90% • Fundraising 6% • Management & General 4%

10. Volunteer Recruiting Approach • Recruiting Volunteers It will decrease expenses and will allow people to contribute to the organization. This strategy should target college students. Many of the students have free time and have desire to obtain experience or could use internship that can be useful for their future career. Local Paper ads and college radio announcements will help to get a word out in community colleges and 4-year colleges. Social work and public administration departments should display ads so all of their students have the opportunity to help.

11. 8Campaigns, Fundraising Fundraising Campaign in local community • The goal of this campaign is to increase yearly contributions by 10 percent and increase local community awareness of children that need help. This campaign will target churches in the community during Christmas holiday. All the people attending the church will receive fliers at the door on Sunday before the service. It is great opportunity to increase contributions and find sponsors for children. Fundraising by organizing dinner • Annual Banquet event for affluent people in the local society. Information about this event can be displayed in local newspapers, magazines, direct mail and Board adds in country clubs. It should target wealthier people in the local community that are willing to pay $100 or more per plate increase contributions to the organization. Local Bank Campaign • Every new customer is told about the opportunity in helping children in the local communities can contribute $5 by opening new account.