Branding Exercise

Marketing Strategy FY13-14

Summary Fresh Start Women’s Foundation currently depends on funding from corporate sponsorships and long-time donors. The following strategy is designed to increase local and national awareness, which will naturally increase gifts by new donors. Tactics are outlined to specifically target new donors involved in employee campaigns such as United Way and other workplace giving opportunities. It will also help to increase gifts by current donors. While workplace giving was designed to motivate employees to give to their communities, benefits are great for the receiving charities, because even a small pledge makes a valuable impact to the charity. Fresh Start will partner with corporate, federal and public workplaces to give employees and employers the chance to help connect women and change lives. The Fresh Start Marketing Strategy is divided into two goals supported by their respective marketing tactics, focusing on growth and donor retention. Each goal has short- and midterm activities.

Fresh Start Marketing Strategy :: FY13-14 :: Page 1

Short-Term Goals and Activities The short-term strategy and activities are developed to increase awareness of the organization. This will help naturally increase gifts by new donors and may increase gifts by current donors. Remainder FY13 Goals: Goal 1: Increase Local and National Awareness Brand:  Discover brand  Assess all collateral and make adjustments if necessary  Assess newsletter and make adjustments  Develop annual report Website:  Assess functionality  Develop heirarchy Facebook:  Update information to reflect brand Email: 

Goal 2: Increase Charitable Gifts through Marketing Website:  Research Raiser’s Edge compatibility and functionality limits Employer Matching Gifts:  Design “Matching Gift” and “Dollars for Doers” badges  Write “Thank You” letter with “find employer” prompt  Update volunteer list Workplace Giving Gifts: United Way, CFC, SECC  Actively partner with...