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Given that the organization specializes in such a stigmatized field as the battle against addictions and rehabilitation, it is vital to gain more people’s attention to meet the fundraising goals. The major purpose of the marketing effort is to attract and enlighten enough potential contributors to fulfill the 1.5 million fundraising goal. Among the campaign marketing objectives are cooperation with cashback services to promote the notion of diverting cashback to aid the organization among users, direct mailings, and the development of an effective campaign to promote the organization in social networks. Increasing awareness and promoting the organization’s website through charity marathons, concerts, amateur sporting activities, and culinary competitions. Collaboration with public leaders and influencers is essential.
Branding is an important part of a marketing campaign. Using contrasting colors and clear, restrained fonts will benefit the creation of an image of the campaign brand. Using relevant and eye-catching graphics and content will help the campaign get notice and attention. Donor segmentation enables the delivery of more tailored communications, which all donors value. The organization may encourage contributors who give less than $100 on average to consider joining a monthly giving program. Donors who provide more than $10,000 may be requested to support the program or make a matching contribution. Creating a donor pyramid based on willingness is a simple method to visualize donation levels and design a tailored strategy. It enables the most effective communication and participation process.
The key messaging should be tailored to the audience. Messages should highlight more global topics for contributors who give more than $10,000 and permanent donors. Messages should be focused on particular and local problems and solutions to solve them for probable and potential contributors, as well as those whose gift does not surpass $1000. For example, in 2020, about 37 million persons aged 12 and up actively utilized illegal drugs (Faces & Voices of Recovery, 2022). This has an impact not just on their life but also on the lives of their families, children, and even people who live in the same society as them. Organizations, with the support of donors, may be able to assist all of these individuals by establishing networks, advocating the right and resources to recover via advocacy and education, and exhibiting the power and proof of long-term recovery. This week, you have the opportunity to be a part of this process and significantly improve the lives of the 23 million Americans suffering from alcohol and drug addictions, as well as the lives of the whole of society.
Reference
Faces & Voices of Recovery. (2022). Recovery Stories. Faces & Voices of Recovery.
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