"Think Globally, Act Locally:" A Local Marketing Plan for an International Nonprofit Organization
Allman, Avery E.
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The following Senior Individualized Project presents a marketing plan for International Child Care (ICC). ICC is a nonprofit organization whose headquarters are located in the heart of Kalamazoo, MI. ICC works every day to better the health and overall wellbeing of children and their families who live in the Dominican Republic and Haiti. ICC's main focus is providing healthcare access to impoverished families, while simultaneously empowering the areas where these families live. ICC runs successful programs out of two Caribbean countries, yet lacks a strong presence within its own, local Kalamazoo community. The goal of this marketing plan is to enhance ICC's reputation within the city of Kalamazoo, increase the organization's operating budget, and create an enhanced donor experience for everyone affiliated with the nonprofit. To demonstrate how and why the marketing plan will be effective, this project begins with a literature review that outlines the history of the nonprofit sector, challenges that nonprofits face, general assumptions about donor behavior, factors that influence giving decisions, and marketing principles and terminology. Following the literature review is a connection section: This section will link information found in the literature review back to International Child Care, effectively demonstrating how theoretical concepts are practiced in real organizations. The situational analysis that follows analyzes the macro and micro environments surrounding ICC, introduces consumer insight that was discovered while conducting consumer research, shows the current climate of ICC's competition, and provides a perceptual map and SWOT analysis to show how ICC relates to their competitors. The included marketing plan is a direct response to results found from primary and secondary research revolving around nonprofit organizations. This plan aims to make significant changes to ICC's website, create a more unique donor experience for current and future donors, and construct a strong presence for ICC in Kalamazoo, MI. The approach includes a new target audience for the organization, a financial analysis, a proposed timeline of events for ICC to follow, and a way to measure success yielded from the plan. The plan takes a three-fold approach that will be implemented throughout the course of three years. The majority of the marketing plan will be launched within the first year, and the following two years will be used to measure success and/or change elements of the plan itself. This plan will allow ICC to enter an area of the nonprofit market that does not yet exist in Kalamazoo, MI.
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