2 Meet the Principal Vickie Isaac, Director 26 years of marketing experienceFormer director of talent agencyFormer director of record company5 years in broadcastMaster’s Degree in Human Relations & CounselingAdjunct Professorteaching marketing, ethics, & leadership courses
4 Marketing ProcessNeeds Analysis to identify goals, strengths, & weaknessesMarket/Industry Research & SWOT Analysis including strengths, weaknesses, opportunities, timing, & growth goalsIdentify target marketsMedia Analysis for usage of target audiences, pricingMarketing Recommendations including appropriate promotional elements, media mixMedia PurchasingCampaign MonitoringAdjustments based on results
5 Sample Market Research National research to reveal trends and socio-graphic dataLocal market research to refine target demographic.Local market sociographic research to capture WHO potential customer is and HOW to most effectively reach them with your message.
6 Goals of 2006 – 2007 Marketing Strategy The purposes of the marketing efforts for the fiscal year are as follows:Increase overall financial support for Client.Increase customer base for XYZ Retail Outlet to increase cash flow.Increase pool of qualified potential homeowners.Raise local awareness for Client to impact donations and volunteers.
8 National Market Research American Households Charitable Contributions by Category Scarborough USA 2005
9 National Market Research Charitable Contributions by Age Scarborough USA 2005
10 National Market Research Charitable Contributions by Household Income Scarborough USA 2005
11 National Market Research Charitable Contributions by Gender
12 Contributions to National Christian Non-Profits U.S. Based Parachurch OrganizationsPercentage of adults who donated to Christian non-profits - 36% (est. 77,820,671)Mean per capita giving to parachurch non-profits $176* For the purpose of this data, parachurch is defined as any religious organization that is not a church.Source: The Barna Group 2000SAMPLES OF LARGEST PARACHURCH ORGANIZATION REVENUEName Revenue SizeFeed The Children $967,079,081World Vision, Inc., U.S $685,770,000Catholic Relief Services $499,641,000Food For The Poor, Inc $465,677,192King Benevolent Fund $432,402,687Campus Crusade for Christ, Inc. $404,686,000Christian Broadcasting Network $377,636,474Samaritan's Purse $206,088,721Operation Blessing International $192,844,785Trinity Broadcasting Network $184,324,689Source: Ministry Watch, March 2005
13 National Research Contributions Summary 57% of all charitable giving in the United States is to religious and social care organizations.More year old persons contribute to non-profits than any other age group at 21%, followed by year olds at 19%. By combining the age cells of 40-49, 40% of all adults contributing are included in this category.More females give to charitable organizations than males, with 52.5% of women nationally contributing to non-profit organizations as compared to men, with 47.5% contribution levels.Adults with a household income of $50K and above account for 56% of all individuals contributing to charitable organizations.Approximately 4.5 billion dollars were contributed to the top ten Christian non-profit organizations in 2005.
15 Arizona Market Research Who is the Donor? Source: Arizona State University, College of Public Programs, Center for Leadership & Management
16 Phoenix Market Research Who is the Donor Phoenix Market Research Who is the Donor? Household Charitable Contributions by CategoryScarborough USA 2005
17 Arizona Market Research Donations by Category Source: Arizona State University, College of Public Programs, Center for Leadership & Management
18 Arizona Market Research Who is the Donor Arizona Market Research Who is the Donor? Rate of Giving by Household IncomeSource: Arizona State University, College of Public Programs, Center for Leadership & Management
19 Arizona Market Research Donor by Age Cell The age of the donor affected the giving rate only slightly. The age category had the highest rate of household giving, at 91.2 percent.Ages 18-30: 84.8%Ages 46-60: 88.0%Ages 61-70: 85.6%Ages 71 +: %Source: Arizona State University, College of Public Programs, Center for Leadership & Management
21 Arizona Research Donor Trends The likelihood of giving also increases with educational attainment. 56.4% of people with less than a high school education gave at while 95.6% of those with a postgraduate degree gave.Volunteering for an organization significantly impacts willingness to contribute financially.
24 Arizona Research Who is the Competition? The Non-Profit Sector Arizona nonprofits inject nearly $10 billion into the Arizona economy; their payroll alone is nearly $3 billionArizona nonprofits employ more people than the transportation, communications and utilities industries COMBINEDCombining staff and volunteer hours, the Arizona nonprofit workforce is larger than ALL GOVERNMENT COMBINED - that’s larger than state government, all counties, all cities, all public schools combinedNearly 6 out of 10 Arizonans volunteer their time to nonprofits, averaging nearly 4 hours per weekArizona’s nonprofit sector is a growth industry - in 2004, 1 new nonprofit was created EVERY HOUR of the work week60% of Arizona nonprofits have annual budgets below $250,00087% of Arizonans report making annual contributions to nonprofitsSources: The Spirit of Arizona, Tim Delaney/Arizona Community Foundation, 2003; Center for Leadership, Ethics & Public Service, 2005.
25 Phoenix Research Competitive Analysis Media Spending Reports Religious and Social Care Local AdvertisersGoodwillSalvation ArmyUnited WaySt. Vincent de PaulArizona Project Challenge FoundationPhoenix Rescue MissionWish Center Organization
26 Phoenix Market Research Who is the Donor Phoenix Market Research Who is the Donor? Charitable Contributions by Household IncomeScarborough USA 2005
27 Phoenix Market Research Who is the Donor Phoenix Market Research Who is the Donor? Charitable Contributions by AgeScarborough USA 2005
28 Phoenix Market Research Who is the Primary Donor Phoenix Market Research Who is the Primary Donor? Charitable Contributions by Gender
29 Phoenix Research Contributions Summary Over 87% of all Arizonans contributed an average of 3% of their annual income, for an average contribution of $1572 per year.63% of all charitable giving in Phoenix is to religious organizations.More year old persons contribute to non-profits than any other age group at 91.2% This statistic represents the total number of contributors as opposed to the total dollar amount given.More females give to charitable organizations than males, with 53.4% of women nationally contributing to non-profit organizations as compared to men, with 46.6% contribution levels.Adults with a household income of $60K and above give at the highest rate, in the high 90th percentile.There is a direct correlation between increased educational attainment and increased giving.There is a direct correlation between volunteering and financial contribution.There is a direct correlation between relationship and financial contribution. The more personal the contact, the more likelihood of receiving a financial contribution.Target summary for donor base: Adults age 31 and over with a bachelor’s degree or more, household income of $60K and above, and contributed to a social or religious organization.
30 Phoenix Research Media Usage Habits for Donor Adults 31+, HHI $50K+, Bachelor’s degree or higher, and Contributor to Social or Religious Organizations
31 In Conclusion… EDGE MEDIA Through a thorough needs analysis and comprehensive research, we have an understanding of who your customer is, and how to reach them.The next piece of research is in-depth media analysis to determine how to reach the most of the target demographic in the most cost efficient manner.We will create an integrated, targeted marketing plan to maximize advertising efficiency and increase sales leads.Edge Media provides the resources and focused attention to the marketing process that enable your organization to do what you do best. Our job is to help your company succeed.EDGE MEDIA
32 SAMPLE OF CLIENTS SERVED Habitat for Humanity Valley of the SunFood for the HungryThe Book of HopeGood Shepherd BankYour Circle of Wealth Financial AdvisorsPro Formance Financial GroupInvestors AdvantageDel Mar Homes LLCDestany Homes, LLCSante’ Professional HealthcareCenter for Arizona PolicyChem-DryGenesis Center for RecoveryCalvary Center