C r e at i v e
and
M a rke t ing
Brief
March 2013
Catalogue for Philanthropy Cultivating a Community of Giviing
ASSIGNMENT The Catalogue for Philanthropy - Greater Washington (CFP) is an independent, nonprofit organization that was founded by the Harman Family Foundation in 2003 to promote worthy charities to potential donors of high-net-worth residing in the Washington DC Metro Area. Charities are selected after passing a comprehensive evaluation conducted by over one-hundred reviewers with cross-sector expertise. Seventy organizations are chosen annually to be featured online and in the annual publication distributed to households in select zip codes whose annual net income is estimated to be $300,000 or greater. CFP strives to be a helpful partner aiding donors to make smart philanthropic choices and also seeks to leverage these donors to support the work of the Catalogue itself.
PRIMARY CONTACT Mariesa Martin Email: mastcomms@gmail. com
AGENCY MAST Communications Mariesa Martin, Account Manager Aleena Hasnain, Digital Strategist Sarah Reintjes, Research Manager Tiara Bastfield, Operations and Budget
Creative and Marketing Brief
3
TABLE OF CONTENTS ASSIGNMENT
2
GOAL
4
OBJECTIVES
4
TARGET AUDIENCE
4
LANDSCAPE ANALYSIS/INDUSTRY CONTEXT
5
SWOT ANALYSIS
6
COMPETITIVE LANDSCAPE
7
COMPETITIVE SOCIAL MEDIA SNAPSHOT
11
MARKETING AND COMMUNICATIONS AUDIT
11
UNIQUE SELLING PROPOSITION
16
KEY PRODUCT ATTRIBUTES
16
FOUR REWARD FILTERS
17
MANDATORIES
17
REFERENCES
18
March 2013
Creative and Marketing Brief
4
GOAL To cultivate a community of giving among current and prospective donors resulting in increased philanthropic contributions and greater brand recognition among key publics.
OBJECTIVES Increase donations by $100,000 in FY14 by soliciting potential and current donors for support.
TARGET AUDIENCE A.
B.
C.
Catalogue of Philanthropy Donors 1. Segmentation: Varied ages and races, high-net-worth individuals ($300,000+) from the Greater Washington DC Metro Area 2. Characteristics: Wealthy philanthropist who have expendable income to give to multiple charities 3. Desired Audience Action: To maintain a high retention rate among one-time and recurring donors. Catalogue Charity Donors 1. Segmentation: Varied ages and races, high-net-worth individuals ($300,000+) from the Greater Washington DC Metro Area. 2. Characteristics: Donors have received the Catalogue for Philanthropy in the mail and voluntarily given donations to the nonprofits who are highlighted in the book. 3. Desired Audience Action: By receiving the Catalogue annually by mail, a solicitation message needs to be clear that there are opportunities to give to the charities listed in the Catalogue and to the Catalogue itself. This messaging needs to be clear throughout all collateral. New deliverables and messaging will help new donors become aware of the Catalogue’s need for funding Warm CFP Targets 1. Segmentation: Varied ages and races, high-net-worth individuals ($300,000+) from the Greater Washington DC Metro Area. 2. Characteristics: New potential donors that are currently within the Catalogue for Philanthropy network. For example, this key audience lives in the same neighborhood as current donors, serve as peers in the workplace, and are interested in similar activities as current CFP donors 3. Desired Audience Action: Develop messaging to clearly show the mission of the Catalogue and the need for funding, in tandem with the need to support the nonprofits highlighted in the Catalogue
March 2013
Creative and Marketing Brief
5
LANDSCAPE ANALYSIS/INDUSTRY CONTEXT In 2011, foundation giving in the United States was estimated at $46.9 billion – a 2.2% increase from the previous year (Lawrence 2012). Of contributions given to charitable organizations by individual foundations, those representing families denote the largest share of this particular market. In years prior, decreases in property value, losses in various financial markets and lack of confidence in the economy were factors once attributed to lower giving among high-net-worth individuals. With a renewed sense of public service – messaging linked to the Obama campaign in 2008 – giving has steadily increased and many of those same individuals are seeking organizations where their donations will have the most impact. A 2012 study titled, ‘How America Gives’, highlighted annual giving totals in the District of Columbia at just over $480 million. (Gipple 2012) Described as a “City of Transplants”, current and hometown Washingtonians have found progressive and traditional ways to positively impact the communities in which they live. As reported in 2010, the area is home to 15,148 registered nonprofits and 896 private foundations (“Number of Nonprofit Organizations in District of Columbia, 1999 - 2009” 2010). To date, the Catalogue for Philanthropy and its loyal donors have been able to provide financial endowments to over 300 community-based Washington DC Metropolitan Area nonprofits. In the process of giving, those who intend to make contributions can potentially be influenced by a plethora of factors. Inspiring this audience via word-of-mouth engagement is the first and most effective method. Here, existing donors can act as compelling catalysts to facilitate the conversation with their social circles. The desire to be respected among one’s peers is another high driver to influence giving. Also, in addition to being motivated by religious beliefs, donors often cite they are compelled by the emotional gratification received from the act of giving. To the contrary, there are equally as many factors that inhibit giving. As mentioned previously, environmental factors such as – instability of personal investments and changes in the United States financial landscape are issues that have given donors pause. In regards to specific organizations, one factor that stands in the way of donor giving is a perceived lack of transparency in receiving organizations (Haack 2009). Another hindering consideration lies in an organization’s external communication with donors. Many nonprofits have been unsuccessful in finding the sweet spot with regard to the frequency of their communications. Too often, outreach and attempts to engage are either too infrequent or occur too often causing donors to feel over-solicited.
March 2013
Creative and Marketing Brief
6
SWOT ANALYSIS Strengths •
• •
•
• • •
Catalogue for Philanthropy seal is a strong symbol that transcends the catalogue brand synonymous with supporting smaller, local nonprofits Professional appeal on all publications: website and the Catalogue Desired Audience Action: Develop messaging to clearly show the mission of the Catalogue and the need for funding, in tandem with the need to support the nonprofits highlighted in the Catalogue Strong emotional appeal and good reputation in DC community as many nonprofits apply year after year to be in the Catalogue Several repeat supporters are major Catalogue donors (giving $5,000+) Provides a quality service to donors and many resources to featured local nonprofits CFP is seen as a “hidden gem” and has a positive reputation in the community
Weaknesses •
• • • • •
•
•
•
Opportunities • •
• •
•
Increase donor base Appeal to more diverse donor demographic to include younger audiences Build awareness and brand recognition for the Catalogue Build donor network through warm contacts of the Board of Directors, repeat donors, Catalogue charity supporters and high-net-worth individuals Engage current, passionate key donors to be a voice and echo the mission for the Catalogue
Lacks messaging to current and potential donors that positions the Catalogue as an organization in need of donor funding Website is not optimized/easily accessible by different mobile devices Lack of unique social media activity Limited distribution of the Catalogue Lack of diverse supporters of the Catalogue Lack of tracking donors who have given to the Catalogue and to the charities highlighted in the Catalogue Catalogue founder has run the organization for ten years and may not see the organization’s biggest weaknesses CFP is seen as a “hidden gem” and not visible in the community outside of nonprofits Operating on a shoestring budget and does not have ability to increase marketing capacity
Threats •
•
• •
Donors will opt to give to charities advertised in the Catalogue and website in lieu of a donation to CFP directly Many individual donors have cut contributions because of a down economy Narrow focus of who are the potential donors of the CFP Competition from similar organizations: Charity Navigator, Chronicle for Philanthropy, Nonprofit Quarterly, GuideStar, Charity Navigator
March 2013
Creative and Marketing Brief
7
COMPETITIVE LANDSCAPE MAST Communications identified four potential competitors for The Catalogue for Philanthropy. 1. 2. 3. 4.
The Chronicle of Philanthropy The Nonprofit Quarterly GuideStar Charity Navigator
The Chronicle of Philanthropy The Chronicle of Philanthropy is a news source for charity leaders, fundraisers, grant makers, and others involved in philanthropic enterprises. Its slogan is, “connecting the nonprofit world with news, jobs, and ideas.” When a search query is conducted for “philanthropy”, The Chronicle of Philanthropy is the third organic search result, followed by Catalogue for Philanthropy as the fourth result. With over 90,000 unique visitors in the last month, The Chronicle of Philanthropy is well optimized online organically. It has a strong social media presence on Facebook, Twitter, Google+, LinkedIn and YouTube. Specifically, on Twitter they have a high following of 74,584 followers making it an online influencer. Through its online presence and content strategy, it has positioned itself as a resource for news and commentary about the nonprofit world. The Chronicle’s Facebook page, with 11,360 fans, is regularly updated as is its Twitter page. The content, however, is not engaging and therefore does not garner high numbers of engagement (such as likes or shares). The majority of the tweets contain links, specifically internal links, driving traffic back to the website. In comparison, only 8% of tweets are replies to users, which inhibits engagement with users. Additionally, the top hashtags used are #nonprofits, #nonprofit and #fundraising. Along with these online networks, The Chronicle of Philanthropy has a monthly publication, The Chronicle, which can be delivered in print ($7.00) or digitally, via email. A user is required to subscribe for the publication. All subscriptions include delivery of The Chronicle, complete access to premium, subscriber-only content at Philanthropy.com. Previous publications can be purchased through the store located on the main website.
The Nonprofit Quarterly The Nonprofit Quarterly (NPQ) is a unique print magazine that nonprofit leaders count on to provide valuesbased management information and proven practices. Each issue focuses on a theme of critical importance and provides readers with cutting-edge, relevant and useful information needed to manage more effectively and advance the mission of his/her organization. A digital edition of the Nonprofit Quarterly is now available online. The content is for NPQ subscribers only, and subscription is free.
March 2013
Creative and Marketing Brief
8
The process to subscribe is seamless by an option on the right sidebar on the main website. Visitors are asked to provide an email address and select various free newsletter options:
• • •
Newswire: A daily digest of the most compelling stories. Editor’s Notes: A weekly message from Editor in Chief Ruth McCambridge. Cohen Report: Rick Cohen on nonprofits, policy and politics.
At the top of the website, there is a navigation pane in blue, however, at the right of the pane, two landing pages are highlighted in different colors to stand out. One of the landing pages is a donate button highlighted in green. Once the button is clicked, there is a clear ask. “Keep NPQ Free. Your gift ensures that NPQ will continue to bring you more free content every day. Thank you!” Gift amounts range from $25.00- $1,000 or donors have the option to enter a customized amount. Along with contact and billing information, potential donors may choose to make single or repeat donations by either choosing, “I want to make a one-time donation” or “I want to make a recurring donation” with a drop down menu to select “monthly”, “quarterly” and “yearly.” The Nonprofit Quarterly is not well-optimized online. When a search query is conducted for “nonprofit,” the website is not one of the organic search results on the first page. However, The Nonprofit Quarterly does have a paid campaign through Google AdWords. The ad appears on the bottom of the Google results as the second placement, as follows:
Along with the search engine marketing campaign, NPQ has an online presence on Facebook, Twitter, Google+ and LinkedIn. With 5,201 likes on Facebook and 23,163 followers on Twitter, NPQ is not using these social networks effectively. Top hashtags used are #nonprofit, #nonprofits, #philanthropy and #fundraising.
Guidestar GuideStar is an information service specializing in reporting on U.S. nonprofit companies with a database of more than 1.8 million IRS-recognized nonprofits. With a motto of “Trusted Nonprofit Information. Confident Decisions,” GuideStar’s mission is to revolutionize philanthropy and nonprofit practice by providing information that advances transparency, enables readers to make better decisions, and encourages charitable giving. With over 200,000 unique visitors, the site is organically optimized for the following keywords: “990,” “990 finder,” “guide star,” “irs 990,” and “guidestar.” Within the actual site, there is a search bar to search any nonprofit by organization name, EIN, city or state. March 2013
Creative and Marketing Brief
9
In addition the website, GuideStar has two blogs: GuideStar Blog and Philanthropedia Blog. The GuideStar Blog is dedicated to everyone who works for or supports a nonprofit. It is by, for, and about the reader, the hard-working professionals who make up this powerful nonprofit sector, and the amazing people who choose to invest their time and resources into making nonprofits successful. Philanthropedia runs a crowd sourcing methodology to identify high-impact charities in a variety of social causes. It does this by surveying hundreds of experts in the field, such as foundation professionals, academics, nonprofit senior staff and others. It then makes experts’ recommendations available to the public so that donors can give more strategically and strong nonprofits can receive additional funding. GuideStar has a strong online presence on Facebook, Twitter, Google+, Youtube, LinkedIn and Pinterest. Of all the competitors that MAST Communications has identified, this is the only organization that has a presence on all major social networks. Through their online presence, GuideStar has positioned itself as a revolutionizing philanthropy by providing information that advances transparency, enables better decisions and encourages charitable giving. Specifically, on Twitter, it has 31,567 followers. GuideStar has engaging content, however it is not resonating well with followers, which is evident in the low number of Facebook likes and shares and Twitter retweets. Top hashtags used are #nonprofit, #nonprofits, #moneyforgood and #philanthropy. Similar to The Catalogue for Philanthropy, GuideStar is a nonprofit organization that supports other nonprofits.
Charity Navigator Charity Navigator is America’s leading independent charity evaluator working “to advance a more efficient and responsive philanthropic marketplace by evaluating the Financial Health and Accountability and Transparency of 6,000 of America’s largest charities” (charitynavigator.org). To align with its focus and mission, its slogan is, “Your Guide To Intelligent Giving.” With over 200,000 unique visitors per month, Charity Navigator is well optimized online for brand visibility. When a search query is conducted for “charity” or “charities,” Charity Navigator’s site is the first Google search result. In addition, its strong presence on Facebook, Twitter, Google+, LinkedIn, YouTube and Pinterest positions the brand well in the online space. A unique feature of the site, similar to GuideStar, is the ability to search for a specific charity by entering it into the search box or by searching through the A-Z directory. In addition to the search capability, the site provides numerous call-to-action buttons for visitors to donate to Charity Navigator itself. There is a green button at the top right “Donate To Charity Navigator”, which takes users to the landing page titled, “Support Charity Navigator with a clear ask: We deeply appreciate your support and are committed to making your experience as easy and efficient as possible. We have replaced the large array of donation choices previously offered with a simple, easy to complete and fully secure form. For our valued supporters who prefer using your existing PayPal account, that option remains. We would love to hear your feedback—please contact us at development@charitynavigator.org to let us know how we’re doing. Thank You!” March 2013
Creative and Marketing Brief
10
Along with the following content, the site also contains another huge call-to-action button asking visitors to “donate now.” The page provides various ways for the potential donor to donate, through credit card, PayPal or by mail, as shown in the following screenshot:
Additionally, there is another call-out box to the right of the main site that reads, “Charity Navigator Needs Your Help... By donating to us you are helping us inform our millions of users of the best charities of all kinds. Therefore, supporting us leverages your dollars to do the most good!” This also leads to the same landing page as above.
March 2013
Creative and Marketing Brief
11
COMPETITIVE SOCIAL MEDIA SNAPSHOT Facebook
Google+
YouTube Pinterest
Catalogue for Philanthropy The Chronicle of Philanthropy The Nonprofit Quarterly GuideStar Charity Navigator
MARKETING AND COMMUNICATIONS AUDIT Paper Audit Current and potential donors who have a household income of $300,000 or greater are mailed the Catalogue for Philanthropy annually. The printed or PDF version of the Catalogue can also be requested via the CFP website by filling out a short information-gathering form online. As of 2012, the Catalogue has been in circulation for ten years and just published its 10th anniversary edition. The Catalogue is printed in color and is approximately 35 pages in length. Annually, 30-40 different Greater Washington Area nonprofits are featured in the Catalogue, which are selected through a comprehensive application and vetting process. Inside the front cover of the Catalogue are local statistics on DC’s wealth disparity and the impact charities and CFP have on people living in poverty. Before highlighting the nonprofits themselves, the next pages list the Catalogue’s major and minor ($100 level) donors. The next portion of the catalogue features the nonprofits, listed in the following categories: nature, culture, education and human services. Each subsection includes an introduction and depiction on how the featured charities are involved. In the fold of the Catalogue, a paper donation form and envelope is nicely placed to remind donors to support the nonprofits. At the end of the catalogue, a list of the 2003-2011 charities is highlighted, followed by quotes from Catalogue donors. Finally, the last two pages consist of a table of contents and page numbers for each of the featured non profits.
March 2013
Creative and Marketing Brief
12
Digital Audit Brand consistency among digital communication vehicles The website is the primary home of the CFP logos, colors, imagery and typography. These branding elements are consistent with the catalogue itself. Both the Twitter and Facebook pages carry the same circle logo, however the Twitter page background displays the catalogue cover page, while the Facebook cover photo shows one of the many images found in the catalogue. It may be better to use the same type of graphic for the Facebook and Twitter pages. The branding of the YouTube page is also different than what is used for Facebook and Twitter. While it features the same circular logo, it displays the secondary Greater Washington CFP logo in a tiled format. A better practice may be to use a plain background since most of it is covered up by featured videos. Further, newer branding options on YouTube allow for the use of page banners. For the LinkedIn page, CFP selected the rectangle Greater Washington logo as its banner, which is consistent with the website. Search Engine Optimization When typing Catalogue for Philanthropy in search, the first result is CFP’s website. However, broader search times do not produce the same results. For example, if “DC Charities” or “Washington DC Charities” is typed, several other page results, including the Charity Navigator, are shown. When updating Search Engine Optimization (SEO) for the CFP website, it may be best to include keywords and metatags that are often used in search. For example, by using Google Trends, which is a free tool that allows users to see how often search terms are used, the word “charity” is the most searched keyword over other terms like “philanthropy” or “nonprofit.” As a result of using such keywords, CFP may have an opporunity to appear more promptly as a result of organic searches.
March 2013
Creative and Marketing Brief
13
Website Website address: http://www.catalogueforphilathropy-dc.org Catalogue for Philanthropy has a primary website which features background information, news, a comprehensive list of nonprofits, including those featured in 2012-2013 catalogue, as well as previously featured nonprofits from 203 to 2011. The website features the ability to donate electronically, either to the Catalogue itself, or to the featured nonprofits. There are links to CFP’s social media sites and a blog. While the blog link is easily accessed toward the top of the website, the social media icons are located at the bottom, which could be missed by a site visitor. Equally important to note is that when visitors click on the social media icons, they are taken away from the CFP website in the same window. It is best practice to ensure external links open in new windows or tabs in order to keep visitors on the site.
Note: the CFP website is missing icons for its existing YouTube and LinkedIn pages. The website only lists its Twitter and Facebook pages. Including these links could increase LinkedIn page followers and YouTube video views. Finally, the website has the ability for visitors to create a login, which allows them to send e-gift cards and develop a customized PDF catalogue featuring favorite charities. The website is accessible by mobile devices, however it is not responsive (automatically resizable) to fit mobile device screens.
March 2013
Creative and Marketing Brief
14
Website communication elements Blog CFP posts almost daily on its blog page. The blog site has the appearance of a Word Press site and has a different URL than the main website: http://blog.cfp-dc.org. Blog postings are a mixture of news sharing, quotes, happenings around town, staff experiences visiting nonprofits, and more personal journals. The blog does not feature images or graphics. At the end of each blog post are category tags that allow visitors to filter post types within the blog site. The blog posts, however, do not contain tags or meta descriptions that promote better SEO for the Catalogue. It may be necessary to upgrade the blog site template to allow for the inclusion of keywords and meta descriptions. CFP may also want to add Google Analytics tracking to the blog site so it is able to see which types of posts are being read the most. CFP is consistent with linking back to new blog posts from its Twitter and Facebook pages the day they are created. Happenings This page is a mixture of CFP-related events, local news and volunteer opportunities. It has the ability to share events with others via “Share this” links at the top. The “share this” feature appears on other parts of the website as well. Sign up Visitors can sign up to gain access to extra website-related benefits that are not normally visible to the casual viewer. Benefits include a gift registry, saving a list of nonprofit favorites, a kids section, gift cards (mail or email) and the custom catalogue section Also, when users sign up, they receive an eNewsletter as well as other occasional emails. Mast Communications signed up on March 10, 2013 and as of brief publication, March 13, 2013, has not received any additional communications. Social Media CFP has a presence on Twitter, Facebook, YouTube, and LinkedIn. Twitter http://www.twitter.com/catalogueDC @catalogueDC has 1,343 followers, follows 872 other pages, and has sent 2,773 tweets. Tweets are made several times a week, but not every day of the week. Some days receive more tweets than others.
March 2013
Creative and Marketing Brief
15
Tweet content overview: tweets range from recognizing featured nonprofit twitter accounts, thanking new nonprofit applicants, sharing upcoming events/news to volunteer opportunities. The CFP community manager uses general hashtags like #nonprofits in tweets. CFP has also created custom hasthags like #CFPCheers, which is used to praise featured nonprofits. Custom hashtags are not used consistently so when a follower clicks on a particular hashtags, the resulting screen only lists one or two recent tweets. From a follower engagement perspective, the CFP community manager occasionally poses questions, but often drives followers to visit links both internal and external to the Catalogue. For example, in this tweet, CFP has its followers view info about an upcoming event: Will you be heading to 1317 G Street NW for the @BachConsort FREE Noontime Cantata Series today? http:// ow.ly/imsc7 On most occasions the CFP community manager uses Twitter to drive followers to its blog site or to view information about volunteer opportunities that its featured nonprofits are advertising. There are minimal tweets, however, that take followers back to useful resources on the CFP website resulting in a missed opportunity to increase website traffic. LinkedIn: http://www.linkedin.com/company/1987969?trk=tyah The CFP LinkedIn page is currently static and not openly advertised on the main website. The CFP LinkedIn page has 17 followers. It contains basic information about the Catalogue. A vanity URL like /catalogueDC has not been chosen. No posts or updates have been made on this page. There is an opportunity to use LinkedIn’s large professional network to reach out to current and potential donors. Facebook: http://catalogueforphilanthropyDC CFP’s facebook page has 848 followers. Facebook posts are made often, but not daily. Facebook content review: CFP does make good use of Facebook’s more visually appealing features, including adding photo albums, videos and website links along along with each post. Like Twitter, CFP’s Facebook page includes posts that range from application deadlines, upcoming events, nonprofit features and volunteer opportunities. There is minimal follower engagement. Other posts include weekend ideas that tie in featured nonprofits. Slight inconsistency exists with CFP’s Facebook posts, in comparison to its activity on Twitter. For example, CFP uses Twitter to send followers to its blog posts. However, on Facebook, there are minimal updates regarding new blog posts or updates that take followers back to the CFP website. This inconsistency results in a missed opportunity to drive website traffic. YouTube: http://www.youtube.com/catalogueDC Features a plethora of videos, ranging from CFP overviews, annual overviews, to video contests. The page has a subscribers and videos have been viewed, overall, 488 times.
March 2013
Creative and Marketing Brief
16
YouTube content review: the YouTube includes some CFP branding and a link back to its website. Some videos do not feature descriptions, which could provide a better idea of what is being watched, or how the CFP was involved in the video/individuals featured. For example, Inspiration to Action 2011 is a great video, but does not include a description to entice and inform viewers. CFP also does not make use of YouTube’s video tagging feature, which further optimizes the content and makes it easier to locate in search.
UNIQUE SELLING PROPOSITION The Catalogue for Philanthropy is the only charity adviser that screens and promotes the best smaller, community-based nonprofits in the greater Washington Capitol region.
KEY PRODUCT ATTRIBUTES Features & Benefits Funded entirely by philanthropic support, to leverage philanthropic support, the Catalogue for Philanthropy (CFP) provides extensive training and support to selected organizations following a rigorous evaluation process. Only the most outstanding, high-impact charities with annual budgets totalling less than $3,000,000 are chosen for publication in the annual catalogue and online. Catalogues are distributed across the Washington DC Metro Area at no cost to the charities featured. By offering a comprehensive list of local, pre-screened charities, the Catalogue saves donors a great deal of time and energy with the added benefit of the CFP seal of approval. The CFP seal acts as an insurance policy that guarantees otherwise unknown charities as trustworthy stewards of donor funds. The rigorous evaluation process acts as a stress test for charity applicants ensuring only those that meet the high standards of the Catalogue are chosen. The CFP enables donors to spend more time giving with ease to what they are most passionate about across all sectors of philanthropy while exposing readers to a wide array of small nonprofits with budgets under three million dollars that do not have the resources to reach such wide audiences. Vetted, pre-screened charities with proven, trustworthy track records are presented in enjoyable, easy to digest format with all contact information up front. The Catalogue is beautifully presented with large, full color images showcasing over 70 new nonprofit organizations (over 200 online) in the following categories: nature, culture, education and human services.
March 2013
Creative and Marketing Brief
17
FOUR REWARD FILTERS Emotional- The emotional appeal of the Catalogue is connecting the donors to the charities who provide unique services that support the community. Sensory- Receiving the Catalogue in the mail is an experience. It allows a potential donor to see the professionalism of the Catalogue which is supposed to translates to credibility among the nonprofits featured in the magazine. The receiver of the Catalogue to touch the magazine and flip through it. Functional - The Catalogue features over 40 (?) small, community-based nonprofits that don’t have budgets for marketing or advertising. This deliverable is successful in spreading information about the charities that CFP vets into the Catalogue. However, the mission and solicitation for CFP itself is not clear. Expressive- The photos and description of the catalogue paint a story which pulls at the hearts
MANDATORIES Budget Per the client, our working budget for this project should not exceed $20,000. Deliverables • •
Effective messaging that conveys reason for giving to the Catalogue Way to digitally present the Catalogue. bridge
Project Timeline The final project deliverable associated with this plan will follow the requirements defined by Georgetown University’s Integrated Marketing Communications course objectives. As the project progresses, the timeline presented may need to be adjusted based on instructor feedback and any unforeseen delays. Mast Communications will update the client as to any major changes. • • • • • • • • •
February 21, 2013: Meet client (in class) March 7, 2013: Kick-off meeting with client (360 Live Media) March 14, 2013: Creative and Marketing Brief to Client March 14, 2013: Begin Primary Research March 18, 2013: Conference Call to Discuss Primary Research with CFP March 21, 2013: Meet Barbara from CFP (in class) March 28, 2013: Second in-person meeting to touch base with client April 11, 2013: Draft Execution Plan April 25, 2013: Client Presentation
March 2013
Creative and Marketing Brief
18
REFERENCES 1. Lawrence, Steven. Foundation Center, “Foundation Growth and Giving Estimates.” Last modified 2012. Accessed March 09, 2013 2. Gipple, Emily. The Chronicle of Philanthropy, “How America Gives - Exploring philanthropy in your state, city and neighborhood.” Last modified 2012. Accessed March 09, 2013. http://philanthropy.com/article/Interactive-How-America-Gives/133709 3. National Center for Charitable Statistics, “Number of Nonprofit Organizations in District of Columbia, 1999 - 2009.” Last modified 2010. Accessed March 09, 2013. http://nccsdataweb.urban.org/PubApps/profile1.php?state=DC 4. Haack, Chris. “Drivers of Charitable Giving: A psychographic perspective.” Charities of Choice. (2009). http://academic.mintel.com/display/448138/ (accessed March 09, 2013) 5. Catalogue For Philanthropy, Last modified 2013. Accessed March 7, 2013. http://www.catalogueforphilanthropy-dc.org/cfpdc/index.ph 6. Nonprofit Quarterly, Last modified 2013. Accessed March 9, 2013. http://www.nonprofitquarterly.org/ 7. GuideStar, Last modified 2013. Accessed March 9, 2013. http://www.guidestar.org/ 8. Charity Navigator, Last modified 2013. Accessed March 10, 2013. http://www.charitynavigator.org/ 9. YouTube, “Catalogue For Philanthropy: GW.” Last modified 2013. Accessed March 10, 2013. http://www.youtube.com/catalogueDC 10. Facebook, “The Catalogue for Philanthropy: Greater Washington.” Last modified 2013. Accessed March 11, 2013. 11. LinkedIn, “Catalogue for Philanthropy: Greater Washington.” Last modified 2013. Accessed March 13, 2013. http://www.linkedin.com/company/1987969?trk=tyah 12. Twitter, “CFP Greater Wash DC.” Last modified 2013. Accessed March 13, 2013. https://twitter.com/cataloguedc
March 2013
Catalogue for Philanthropy Cultivating a Community of Giviing