Transcript Augusta Rescue Mission

AUGUSTA RESCUE
MISSION
MARKETING PLAN
CONTENTS
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EXECUTIVE SUMMARY – MISSION, OBJECTIVES, GOALS
ORGANIZATIONAL CULTURE - BIBLICAL
PUBLICS SERVED – EXTERNAL & INTERNAL
COMPETITION & ENVIRONMENT
S.W.O.T.
CORE MARKETING STRATEGY – 3 CAMPAIGNS
1.
2.
3.
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ESTABLISH (INTERNAL) MARKETING MINDSET
EXPAND DONOR BASE
EXPAND VOLUNTEER BASE
CONCLUSION
EXECUTIVE SUMMARY
 MISSION: The Augusta Rescue Mission is a non-profit
Christian Ministry Organization devoted to Assistance and
Community Service for the Area’s Less Fortunate
 OBJECTIVES: Provide for basic Physical and Spiritual
needs
EXECUTIVE SUMMARY
 GOALS:
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Provide Food and Shelter to those in Desperate need of it
Rebuild Broken and Homeless Lives into Responsible, Self-Sufficient
Contributors to Society
Train, Guide, and Counsel a core group of men to be Evangelical
Disciples of Jesus Christ
Acquire enough Support and Contributions to sustain the mission
ORGANIZATIONAL CULTURE
 The CULTURE of the Augusta Rescue
Mission is guided by the Holy Spirit of Charity
exemplified in the Christian Bible under the
following passage:
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“For I was hungry and you gave me something to
eat…I was a stranger and you invited me in, I needed
clothes and you clothe me…whatever you did for one
of the least of these brothers of mine, you did for me.”
(Matthew 25:35-40)
PUBLICS SERVED
 EXTERNAL
 Local Indigent Population
 Locals with need for inexpensive household
goods and clothing
 Donors and Potential Donors
 Entire Local Area
 INTERNAL
 Board of Directors
 Resident Programmers (Volunteers)
COMPETITION & ENVIRONMENT
 COMPETITION: Other nonprofit organizations,
including the following just in the local area:
 Garden City Rescue Mission
 Salvation Army
 Goodwill Industries
 L.O.T.S. Ministries
 EXTERNAL ENVIRONMENT: Conducive to mission
and existence of A.R.M., but not necessarily inclined
to support it due to relative low profile of A.R.M., in
addition to absence of effective means of
differentiating it from others listed above
S.W.O.T
 STRENGTHS:
 Longevity (and the trust it breeds)
 Dedicated core of Regular Donors
 Stable, Supportive Board of Directors
 Committed, Capable Executive Director
 Reliable group of key staff members
 WEAKNESSES:
 Significant Lack of Professional Marketing Experience
 Inconsistent, disorganized, disjointed (need I say more)
Marketing Plan – No identifiable Campaign
 Noncompetitive mindset (organizational culture)
S.W.O.T (continued)
 OPPORTUNITIES:
 Largely untapped media outlets
 Dormant Association memberships
 Economy - Inflation, unemployment
 THREATS:
 Internal – predisposition against aggressive marketing
 External – economics (inflation, unemployment)
CORE STRATEGY
(SIMULTANEOUS CAMPAIGNS)
 CAMPAIGN #1: ESTABLISH (INTERNAL)
MARKETING MINDSET
 CAMPAIGN #2: EXPAND DONOR BASE
 CAMPAIGN #3: EXPAND VOLUNTEER BASE
CAMPAIGN #1
ESTABLISH MARKETING MINDSET
 RECRUIT AND ELECT A MARKETING PROFESSIONAL TO THE
BOARD
 ADD MARKETING SPECIALIST TO THE STAFF
 LEVERAGE “DORMANT” MEMBERSHIP IN ASSOCIATION OF
GOSPEL RESCUE MISSIONS TO IDENTIFY “BEST MARKETING
PRACTICES” FROM OTHERS
 FACILITATE STAFF AND BOARD SUPPORT OF CORE STRATEGY,
ESSENTIALLY UNDERTAKEN BY PROVIDING INFORMATION TO,
AND SHARING SERVICES WITH THE PUBLIC
CAMPAIGN #2
EXPAND DONOR BASE
 Distinguish A.R.M. as “preferred” community service
organization in the local area
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Strive to make the Augusta Rescue Mission a “household name”
Differentiate the services offered from those of “similar” organizations
Inform public of the A.R.M.’s rich history, tied to the local area
 Identify “New” donor organizations
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Reach out to them with calls by Board members and visits by E.D.
Seek donations of goods & (professional) services in addition to funds
Emphasize tax exemption for donations
Investigate possible availability of government and other grant funding
 Identify and utilize “New” Marketing Outlets
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Television and Radio Media
Local Business and Civic Organizations
Build classy, professional Web site with “eCommerce-like” capability to
accept donations on-line
CAMPAIGN #3
EXPAND VOLUNTEER BASE
 Engage local businesses, civic, and medical organizations
for voluntary professional services
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Marketing
Counseling
Medical/Dental
 Seek to establish partnerships with local businesses for
mutual goals achievement
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Promotion and Advertising
Job Training and Experience (for A.R.M. members & staff)
Available, semi-skilled labor pool (for the business)
CONCLUSION
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This Marketing Plan is designed to Implement an
effective marketing strategy aimed at accomplishing the
mission, satisfying the objectives, and achieving the
goals of the Augusta Rescue Mission by
understanding and focusing our organization in relation
to the publics we serve, while taking the environment
and potential competition into account. In implementing
our marketing strategy we will endeavor to undertake
three simultaneous, comprehensive Campaigns, aimed
at leveraging our strengths and capitalizing on
opportunities while minimizing our weaknesses and
mitigating the threats to our organization and mission.