Marketing Plan for the African Refugee Development Center ZACHARY BENNETT and JULIAN TAWIL

Transcription

1 + Marketing Plan for the African Refugee Development Center ZACHARY BENNETT and JULIAN TAWIL

2 Vision The mission of the African Refugee Development Center is to protect and empower refugees and asylum seekers in Israel Yohannes Bayu +0.2 Organization Profile Founded in 2004 by Yohannes Bayu, a refugee from Ethiopia. Has served over 4,000 refugees and asylum Refugee Origin: mostly Eritrea and Sudan Partner of the United Nations High Commissioner for Refugees (UNHCR) 650,000 NIS annually in funding Major funders: The Ted Arison Family Foundation, the UNHCR, the U.S. State Department, the New Israel Fund, the Municipality of Tel Aviv and private individuals. Branches I. Humanitarian Aid II. Individual Support III. Child IV. Youth and Adult Education V. Community Development and Empowerment VI. Advocacy and Awareness Raising

3 + 1.1 Macro Environmental Analysis Market & Industry Analysis The ARDC operates primarily within the market of African refugee social services in Israel. The organization serves the refugees as well as those who wish to support its cause through volunteering or contributing funds. On a broader scale, the ARDC operates within the non-profit, social services sector in Israel. (refer to annex on page 1) (Photo by Zachary A. Bennett)

4 + 1.3 Direct & Indirect Competitors Direct: Hotline for Migrant Workers, ASSAF, Physicians for Human Rights Indirect: UNCR, Amnesty International, other charitable causes 3 (refer to annex on page 2) ARDC +1.4 Market Segmentation of Donors By Demographics: Young Jewish in Israel Mostly UK and US residents in larger cities Age group: 20s-30s Liberal One-time donors Volunteers Friends/Family of volunteers People with low income Human Rights Activists By Needs: Consumers who feel compelled to participate in charitable causes (specifically related to underprivileged populations). (refer to annex on page 2)

5 + 1.5 Existing Marketing Mix The ARDC s brand is its offer to participate in an idealistic cause. The service offered is a convenient donation process. 4 Marketing Communications Monthly newsletter, Personal connections, Events: twice a year, ARDC Web site, Facebook (refer to annex on page 2-3)

6 + 1.6 Strengths & Weaknesses Opportunities & Threats 5 STREGNTHS -Unique refugee services -Abundance of volunteers (120 at a time) -More private donations than other Israeli NGO s WEAKNESSES -No 46A tax exemption under Israeli law -Online donation system OPPORTUNITIES Potential economic resurgence (refer to annex on page 3) THREATS -Government hostility towards refugee services agenda. -Growing concern about the numbers of asylum seekers arriving every month.

7 + 1.7 Positioning ~ Quality of service for donors (refer to annex on page 3-4)

8 1.8 + Sources 7 Karen Douglas Resource Development Coordinator at the ARDC, Tel Aviv, IL J.D. University of Melbourne, Australia The African Refugee Development Center Web site. Information regarding company mission, initiatives and links to donate. Karen Douglas Competitor information sources: Hotline for Migrant Workers Physicians for Human Rights Israel ASSAF - Organization Assistance of Refugees and Asylum Seekers

9 ~ Marketing Strategy 8 We will create a Passover appeal for donors utilizing a special holiday message. In time for this appeal we will improve on our current offer and expand our already existing promotional tools. With this appeal we will strive to target the predominant and relatively dormant segmentation. 2.2 Desired Market Segmentation (refer to annex on page 4) By loyalty Improving and maintaining the ARDC database, and develop new membership program By demographics We would like to focus on receiving more older generation, Israeli-based donors, and maintain/ improve US and UK funding Desired Marketing-mix We increased the emphasis on Quality of Service in order to make donating easier Desired Promotional Tools BRAND Monthly Newsletter, More personal connections, Events - Three times a year, Website - add limited Russian, actively updated Facebook page and Twitter Q of S

10 +2.4 Marketing Objectives 9 Strengths/Opportunities Unique refugee services can appeal to future donors. The ARDC can utilize its large volunteer base for future networking. Strengths/Threats Unique refugee services can deplete limited funding. Reliance on volunteers can lead to instability in operations. Weaknesses/Opportunities Absence of 46A-tax exemption places burden on foreign donors. An improved online system may increase donation with limited effort. Weaknesses/Threats Poor online donation system may discourage repeat donors Absence of 46A-tax exemption may decrease sympathy for ARDC s cause

11 2.6 + Yearly Donations (in Shekels) after Passover Appeal 10 The Passover Appeal itself will generate an extra 10,000 NIS annually, but the financial impact of the Passover Appeal throughout the year and the influx of awareness cannot be calculated. Private Donors 162,500+Passover Appeal = 172,500 United Nations 325,000 Private Foundations 162,500

12 +3.1 Main Cooperative Bodies 11 Local night clubs in Downtown Tel Aviv will offer a venue, the ARDC will promote the benefit and each body will get a percentage of the profits. The ARDC may also ask musicians and artists to donate their skills at the event. Local shops may support the ARDC and allow discounts to members: Target venues may be organic grocery stores and apparel stores like American Apparel who have a major interest in human right s issues who will give a small % for every purchase Retaining Marketing Activities Monthly Newsletter Personal connections Events Website Facebook page + >2

13 + 3.3 New Offer Service: Online donation system- investment in a 3rd party payment system Membership program - investment in membership cards, access to ARDC leadership members, and improved database Guided tours- lead by volunteers- 0 Physical: Discounts/Donations of sale- In collaboration with charitable retail outlets Marketing Promotion Maintain Direct Marketing strategy with an emphasis on increased loyalty. Retain former tools and use twitter page as the medium through which to conduct our Passover Appeal. These tools will also be utilized to spread the word about our new membership program and improved Website. A special Pre-Passover fundraising event will take place at a collaborating venue. Street Team/Awareness team- Every Friday during month of Passover Phone banking- starting two weeks before Passover 2 open-to the public tours a week during month of Passover- invite the community, ask them for optional donations at the end of the tour 12

14 + 3.6 Order of Operations 13 # Action Who When Cost Comments 1 Open a Twitter Account Julian Week 1 N/A Quickly open a twitter account and have several pre-planned tweets for the following week. 2 Schedule Venue Zachary & Julian Week NIS Deposit Book venue in central Tel Aviv, which allows a percentage cut to the ARDC 3 Alert the Press Zachary Week 2 N/A Send out press releases and invitations to journalists

15 + 3.7 Marketing Yearly Budget 14 Resources Expenses Collaborating Venue 5% Newsletter 35% Collaborating NETAFIM 5% Membership Program 25% Funds 90% Events 20% Web site Maintenance 10% Non-allocated 10% 100% 100%

16 Control Bodies Karen Douglas, the Resource Development Coordinator, will manage the order of operations and see that they are completely in a timely manner Important Focus Dates International Refugee Day May Day/Labor Day International Human Rights Day Passover/Pesach 15 Possibly Christmas in U.S. and U.K. for future Christian appeal Control Tools The ARDC should use several Control Tools which will include: Surveys: user-friendly Website how volunteers feel they are treated comment cards from refugees Meetings: with major donors to see how they are being fulfilled In-house quantitative reports budgets, peer reviews, Criteria of Success The ARDCwill measure its own successes through: Membership Growth Return Donors (none to this date) Organization of New Database Increase in unique users/ visitors to Website Continuous influx of volunteers 4.4 Criteria of Success

17 + *Potential Passover Appeal Flyer 16 To save money, 4 hand-outs will be cut from one page of paper (Photo by Zachary A. Bennett) This ad will catch the viewers attention, initially by the refugee s sign, then interest the viewer by inviting them, then draw out the deep emotion through reading.

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