1. By: Resource Development
long term marketing plan
By: Resource Development

2. Introduction Aims and Objectives
(Increasing Number of Donors 3000 to 12000)
Need Based Fundraising 
Fundraising for Operational Cost (Monthly Expenses)
Competitors
Huge Investments on Advertisements
Opportunities
Special Education NGOs Space
Strategies
Sponsorships + Investments

3. Introduction 2018 Year of Investment, Redesign and Develpment
2019 Year of Digital Media, Social Media & Online Donations
2010 Year of National Reach on TV Channels and Local Promotions
2021 Year of International Donations
2022 Year of Sustainability

4. Plan for Year 2018
Increase of Donors: Our main and achievable objective is to increase the number of donors from 3000 to 4000
Media Partners: We shall develop marketing strategies  to enhance our image and donor trust with the help of some leading media partners, agencies.

5. Planning for 2018
Following Media platforms are suggested to add in our Planning for this year with our limitations.
Social Media Strategies
Digital Media Strategies
Print Media
SEO, SEM and Online Donations
BTL and ATL Activities

6. Planning for 2018 (Year of Investment)
Content Development: Marketing Campaigns with Motivational Contents for all RSE&WS projects.
TVC: Development of TVC to attract more audience
Paid TVC on Cable Channels
Daily Newspaper Ads(at-least 3) during Ramazan Campaign at least 
Digital Billboards and Streamers
Radio Advertisement message and recordings
Social media campaigns shall be launched
Success Stories: Development and publishing success stories of children with special needs
Redesign and Development
For 2018 we suggest the following strategic improvements as part of our fundraising campaigns round the year.

7. Planning for 2018 (Year of Investment)
Streamers: Increase paid promotional streamers in Lahore from1,000 to 5,000
Billboards: Increase billboards from 5 to 15
Donation Boxes: Increase the placement of donation boxes in shopping malls/supermarkets 
Celebrity: We shall associate our institute with celebrities/volunteers if possible
Stories on Social Media: Life changing and unique personal stories of special children should be published on Facebook, twitter (social media).
Follow up for our donors by s, calls and messages with new mechanism
Strategic Improvement Suggestions

8. Planning for 2018 (Year of Investment)
Online Shop on Website: Handicrafts shall be available for sale on website for raising funds.
CSR Companies: Invitation to maximum organizations/companies to visit and engage their employees with special children
School Campaigns can be launched with new schemes(events, fundraising)
Campaigns on Airports, inside Shopping malls
Fundraising Events, Fundraising Dinner before every Ramazan
Strategies to overcome our Week Points
Strategic Improvement Suggestion

9. Planning for 2018 (Year of Investment)
Required Budget shall be around Rs. 70,00,000/- for limited and result oriented campaigns
Target: Annual Donors from 3000 to 4000 will be Achieved
Budget Requirements
Goals

10. Year of Digital Media, Social Media & Online Donations
Plan for Year 2019
Image Enhancing: We should satisfy our donors in best possible ways and make them believe that the donation served on the rightest purpose.
Loyalty: It will help us to make the donors more loyal and word of mouth campaign can be expected.  
Year of Digital Media, Social Media & Online Donations

11. Year of Digital Media, Social Media & Online Donations
Plan for Year 2019
In addition to the previous years:
Budget Increment: We should increase our budget by 20%
Increase in Tv Channels For TVc Like Lahore News, City 42
Online Donations: We’ll move towards online donations
Setting Targets for Online Donations according to budgets
Budgeted Social Media, SEM Campaigns
Broadcast the radio ad in peak hours on most of the channels.
Year of Digital Media, Social Media & Online Donations

12. Year of Digital Media, Social Media & Online Donations
Plan for Year 2019
In addition to the previous years:
Billboards/Streamers: Extend number of billboards 15 to 25 and streamers from 5000 to 8000
Online Forum for Consultancy according to disabilities is suggested
Video guidance center
Video based success stories
Fundraising for Inclusive School Project
Target: Increase annual donors from 4000 to 5500
Additional Budget: At least 20% of the total additional fundraising in 2018 shall also be allotted for 2019 as additional marketing budget.
Year of Digital Media, Social Media & Online Donations

13. Year of National Reach on TV Channels and Local Promotions
Plan for the Year 2020
In addition to the previous years:
Budget: We Should increase our budget by 40% 
Cities Expansion: Include Karachi, Islamabad, Multan, Faisalabad, Sialkot, Gujranwala etc
Staff: We should hire more resource officers
TVc on selected national TV channels
Outdoor Campaigns Across Pakistan: Billboards and streamers in different cities of Pakistan
We Should place our boxes in these cities
We’ll increase our events and campaigns of different cities (schools, universities etc.)
Target: Increase in annual donors from 5500 to 7000
Year of National Reach on TV Channels and Local Promotions
We should expand to other cities with promotional campaigns and Increase of RD staff members.

14. Year of International Donations
Plan for the Year 2021
In addition to the previous years:
Budget: Increase our budget by 30%
International Media: We shall increase the international media channels to broadcast our TVC on PTV Global, QTV, GEO and ARY DIGITAL, HUM TV, Masala TV including international markets.
Social media advertisements in selected international markets
Event: At least one fundraising event in any other country.
Target: increase annual donors from 7000 to 9000
Year of International Donations
With suggested growth of last years, in this year we will be ready to develop strategy for collection of international donations at larger scale.

15. Year of Sustainability
Plan for the Year 2022
In addition to the previous years:
Now we stand at a position where most of the people knows us in Lahore all over Pakistan and in international market.
If we will keep improving our advertisements with stronger and appealing contents, the people will get more influenced by the work of RSE&WS.
Image Enhancement: We should also work on donor satisfaction at greater level and need to prove them change in society. 
Target: With this gradual growth we will achieve our target to increase 9,000 to 12,000 donors.
Year of Sustainability
At this point our responsibility will be increased for self-sustainability with strategic growth.

16. 3 year's fundraising growth

17. Budget

18. Analysis of Hides Campaign

19. Strengths & Weaknesses
Awareness in Society
A lot of Calls for Collections 
Volunteer Positive feedback
New Stalls permission in Societies
Outdoor Publicity Campaign
Streamers ( Bahria Town, DHA, & Cantt)
Donation Collection for Shelter home & General Donation through letters
Collection system was not proper
Manpower low
Permission issues
Vehicle issue
Cancellation of Stalls Permission
Missing collection
Area wise communication problem( drivers)
Late collection of hides after call
Lack of Advertisements
Newspaper Ads

20. Opportunities & Threats
Collection mechanism Improvement
Expansion of hide collection area
Third party services for hide collection
Social media campaigns 
TVC 
Newspaper Ads
Competitors with large hide collection mechanism.
Business involvement in Qurbani

21. Thank You