DIGITAL MARKETING STRATEGIC PLAN

FOR CHARITY FUNDRAISING ORGANIZATION

AUMORA FOUNDATION

BY: AFSANA SIDDIQUE

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INTODUCTIONAumora foundation, (Mr. Mojammel Hoque choose this name Aumora, after his late father’s name Aumor Ali). This organization officially started since 2012 and officially notify to people late 2014. It was my client (Mr. Mojammel Hoque)’s major dream that he will help out the poor. Especially elderly who have no one to take care. Then little at a time he was helping his village people in Nitai village, in city of Natore, in Bangladesh. Donating money to students of four who needed some money for further studies into an institute and some donation was given for scholarship program. Then slowly requirement for this study cost, food cost and shelter cost have increased and his interest grew even more to donate more money so these less unfortunate people can benefit from it even more. He also

was giving to the elderly men and women who can’t work or have no one to take care. He used some of his property in his village, in Bangladesh to make a medical Clinique and some portion of the land he gave it to the Bangladeshi government as a donation for a school making project. So the government will use it to make his land as a public school. Working for charitable foundation requires more money, more manpower and lots of marketing to grow into a good well known organization and then it will be more fortunate for the world as well. In this charitable work his brother, who is living in Bangladesh is also helping out by looking after this foundation and 21 village people are also there for the extra help. This project is still ongoing project and fairly new to the market. On 2015 he has collected $1400CND donation. Furthermore, in the future he will still need more money and more manpower to make this project more valuable to the Bangladesh by minimizing a little poverty from that country. More work to be

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done like opening a bank account, hiring people for medical clinic, purchasing medical equipment and many more work to be done to make this foundation running and make it a successful organization. For all these work he need financial help/donation and my job is to do a digital marketing strategic plan that will open people’s mind and will get viewer’s attention for coming forward and help out by donating money, and also getting public recognition for Aumora Foundation.

As per marketing, Mojammel Hoque does not know much about digital marketing but as per marketing he used simple method what ever he knew, could make public’s attention toward this are: communication method by invited his relatives, his friends and his colleagues through his Facebook link, he personally emailed these people, also he did some fundraising awareness program so people will recognize and be aware about this organization. Recently he opened up a website and here is the link:

www.aumorafoundation.weebly.com

As per digital marketing plan, it will be arranged something like: Situation Analysis (Using SWOT analysis)

Objectives Strategies

Tactics Action and recommendation

Summary/conclusion

Situation AnalysisAumora Foundation is a non-profit organization and it is built by Mr. Mojammel Hoque and some help from his brother Mr. Enamuel Hoque who lives in Bangladesh. He has created this foundation by himself whatever he could, from planning, to money, to management, and many more other detail tasks to build it for success. So it remains successful and become bigger and more potential for the poor in future. That’s what his objectives are.

Aumora foundation’s situation for digital marketing aspects is that Mr. Mojammel Hoque recently uploaded a website to make awareness among the Canadian

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public. Especially Bengali community and in few mosques he contacted and gave his website information to people so they can search for his organization when they are online. But still he is really fairly new into this charity organization program and building communication awareness program through digital marketing is totally new to him. My work will be to find:

1. How we will get public attention? Who will be our immediate view?

2. Not enough money so how we do these online marketing?3. Our main option media marketing, how will we use this

technology?4. Other foundation may already be using this tactic to get

public attention. How will our foundation get public’s maximum attention?

We are in very tight budget when we do our campaigns but yet it should be still a great digital marketing strategy plan, which will be effective and efficient for my client, Mr. Mojammel Hoque. Less money spends and more benefit after the plan set up and accomplish its targeted marketing analysis will be our organization’s goal. Then what is our goal? Our goals are that if Aumora foundation got charity on 2014-2015 and our plan is to at least stay $100 more every year for donation so it will be an accomplish targeted digital marketing plan. And how will this goal will be effective? These goal will be effective once I set through our SWOT analysis and these are:

1. Strength- generosity of public2. Weak- financials lacings,

- lack of knowledge in digital marketing3. Opportunity- people might be sympathising.

- Digital marketing may give people knowledge of Aumora foundation and bring

more donation.4. Treat- other, non-profit organizations

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Objectives Find him good publicity by using SEO, SEM and SES analysis. Since our motive is to use as much digital marketing as possible to reach our goal but to stay within our budget so SEM, search engine marketing or paid engine marketing is not our option. Instead we will be using SEO analysis another word for organic marketing search key aspects for our marketing tool. Where our analysis will be the how we use website, mobile and social media for our marketing needs:

• Putting ad link to key search websites or his website to the You-tube, Google, LinkedIn, and moreover, link to his websites to another in use for to advertise though online.

• Email, text, SMS to the friend’s and community’s mobile by sending Aumora Foundation advertisement into it.

• Social Media like Facebook, twitter, blogging and many ways to keep in updating his message regarding Aumora Foundation

Using these objectives may make his foundation more noticeable and to the public in Canada Bangladeshi communities, Islamic communities and as well as Canadian others religious communities as well. Since Aumora foundation is non-profited organization therefore we have to keep in mind that not only we have to stay on our budget also our marketing technique should be gaining publics sympathy as well. Using Google’s AdSense link to Aumora Foundation maybe the best online tool. Bing is also a good key search tool to use for key search and it does not require any pay. So our gaol is to use less money spend on media and choose one specific tool that will be best one for Aumora Foundation publicly. Since first year of fundraising campaign my client raised $1400CDN so in future once more people know about Aumora wish that five year and so on forward Aumora Foundation raise above $1400 plus. We have so many search marketing engines to choose from like email marketing, social media, mobile and many more to choose from. SEO will help us find the connection with Facebook to time to time launching advertise or email or website to keep any updates for the Aumora Foundation.

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“An email marketing is a form of direct marketing delivers commercial and content-based messages to an audience. And it’s extremely cost effective, high targeted, and its most powerful digital marketing tactics.” (pg3, E-Marketing 5th Edition-marketing book, author.) 1Since emailing is our alternative tool to stay connected to and updated to Aumora Foundation’s news and their curriculums. We need to pay to make a search engine in Google’s AdSense search tool as well. So that ways it will be specific. If anyone wants to know what is this foundation. So instead of going to separate website/URL to search for this website. Keep Google’s, AdWords search website link to Aumora foundation website. / or keep link to the Facebook, Twitter and LinkedIn link in. So these two devices are the most influential devices or should I say tools for our client’s digital marketing strategic plan.

Strategies

SEO (search engine optimize) to do searching from one website to another.

Email Marketing

Google Marketing

Mobile marketing

Social media marketing

It is possibility that by 2017-2018 according to our budget our donation should rise by $100 more by using first the Good marketing and next is email marketing through online and mobile. “the most valuable long-term benefit of engaging in paid and natural search marketing isn't incremental traffic to your website, it's the keyword data contained within each click which can be utilized to inform and optimize other business processes.” (John Rose, 2015)

1 pg3, E-Marketing 5th Edition-marketing book, Author-Rob Strokes and Minds of Quirk2 http://www.wordstream.com/marketing-analytics., by: John Rose, year 2015, Word Stream, Online Advertisement made easy.

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Aumora Foundation's Budgets using analytical process and Metrics using ROIThis chart provides a quick snapshot of the stocks you want to compare in real time

Email MarketingOnline Google marketingEmail Social marketingsocial media Mobile MarketingMobile Marketing

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2015

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Date

YEARS2015

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

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If 2014 to2015 he collected $1400CDN

From 2015-2016 estimating collection of donation of$1500CDN

Refresh

from 2016-2017 estimating of donation of $1600.

4 From 2017-2018 estimating of donation of $1700.

Click here to learn more

How we use these strategies into our plan for marketing tool. In our objective we talked about how we set our plan to do marketing through media/digital marketing. On the above chart is all about how online marketing is top of the digital marketing rank that will be very effective for this foundation using marketing analytic and its return on investment strategy.

Mainly Aumora foundation should be in local community social media and in local channel news in television, Facebook advertisement, sending casual emails to relative, friends and colleague every once a month or once a year depending upon the budget. Every year fundraising dinner should be held by Mr. Hoque and community should be helping out for the foundation putting organization’s contact information and websites through flyers and tickets and let them aware that people can just click the name in the Google and will see it towards them on the window before them.

SEO use to make websites more useful. Then again what is SEO? Full name search engine optimizer, means modifier of keyword search in websites. So my client already has very nice website in weebly.com. Even though he has basic idea of marketing knowledge and not knowing about digital marketing, still he used main source of SEO already not knowing what is SEO is. Now in this case since he used the basic criteria of the SEO and next step will be how his website can be found

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through online within a click. That will be to use good search engine tool for the key search website, like Google AdSense as the key search website that will link and keep browsing from Google web browser to Aumora website within a click and it should browse to his website without searching through name and website individually. So why not make it more searchable through google link. Instead of typing. Using the marketing analytics which means “Quantitative analysis can tell what users are doing — how they’re interacting with content. Qualitative analysis can tell you why they are on a site — their intent and whether the content is communicating clearly”. 2(Learning Module on Analytical-week 8). If this analytics and metrics set, then our target will be at least $100 gain every year and spend few monies on digital marketing.

i(google image search- www.google.ca , Images for digital marketing strategic plan graphs)

Tactics In online marketing it will be good to use the primary search tools, which will help the Aumora website easy to locate and easy to be searchable through Google, Bing and Yahoo search tools. As per emailing to people in his contact information, is that he has to make list of these people’s in random order and put it in the contact list using Microsoft task button and put it through email list using contact save task command and email these contacts every month to remind them about Aumora foundation. Next steps are as follows: give contact number and website information to community places like: cultural places, mosque, churches or any 23 Learning module for unit 8 topic of Analytics and metrics https://analyticsacademy.withgoogle.com/course/1/unit/5/lesson/1 https://olmoodle.ontariolearn.com/mod/book/view.php?id=165681 4 https://www.google.ca/search?q=digital+marketing+strategic+plan+graphs&espv=2&biw=1366&bih=667&tbm=isch&imgil=14FDllDg-Ag9_M%253A%253B6Oc60XMkPQmdGM%253Bhttps%25253A%25252F%25252Fmoz.com%25252Fblog%25252Fintegrated-online-marketing-strategy&source=iu&pf=m&fir=14FDllDg-Ag9_M%253A%252C6Oc60XMkPQmdGM%252C_&usg=__d3tMNTJ74yE1lV9sSq-ROFZjADY%3D&dpr=1&ved=0ahUKEwim-YHTrMzLAhUL9WMKHfCOCrYQyjcIPg&ei=EBDtVqaxIYvqjwPwnaqwCw#imgrc=ZLl_k4sM5-R2wM%3A

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other religious places, online for sure like Facebook, putting advertise with contact number given to community newspaper which should have the organization’s website and information listed. Not only computer, but also contact through mobile using online will also another way of contacting the public. Bangladeshi television advertises and as well as radio advertisement are some more ways he can get people to get involved into doing donation.

Build your Facebook community, keep one alerting people for sympathize public and keep reminding them

Create stunning email marketing campaigns, build gorgeous emails, send more relevant content. (3 Elegantly simple email marketing-by Kori Mirsberger – SXSW-website:hello.campaignmonitor.com)

In-depth expertise in AdWords, Skilled, full-service AdWords campaign management, regular, detailed reports, ongoing support by email and phone, A strategic relationship, Marketing guidance and support.4

(Marketing 360 fuel your brand-by: Google AdWords Premier SMB Partner)

Social fund raising contest in the local community. Use twitting, Blogging and Facebook to keep in touch with the public. Social media is like planning a flight. Before you taxi down the runway there’s a lot to do. Even more while in flight. A lack of planning, preparation and control can bring you down to earth fast. 5(http://www.communicatto.com by: Lonnie Rodgers - Realtor, C.I.R. Realty)

(http://www.communicatto.com ., topic: DIGITAL MARKETING IS NOT JUST ABOUT SOCIAL MEDIA

35 http://hello.campaignmonitor.com/email-marketing/?utm_source=google&utm_medium=cpc&utm_campaign=Search-CAN-Marketing&utm_content=Marketing-&utm_term=what%20is%20email%20marketing-e-79042452726-c-g&gclid=CLjFsLepy8sCFQ5qfgodrtQMAQ

46© 2016 Marketing 360® , http://www.marketing360.com/google-premier-smb-partner/?ref=AdwordsAds&gclid=CMGfsrary8sCFQeTfgodtlEEcg

57http://www.communicatto.com by: Jamie Zachary, Maryse Betournay, Lonnie Rodgers and many others© Copyright Communicatto Inc.Sitemap., Also image copy: topic: DIGITAL MARKETING IS NOT JUST ABOUT SOCIAL MEDIAAre you ready for takeoff?

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Are you ready for takeoff?)

These are some ways to get people get interested into this organization and keep coming forward to donate.

Action and recommendationMy client Mr. Hoque has made functional website where he communicates how, where, when, who and what kind basis this foundation built upon. He emails to people some time, he calls up his friends, family friends, relatives and colleagues to make them aware of this organization and to come forward. Once he launched a fundraising campaign so people will see his work and publicised. Use social media to keep people in contact and remind each and often. Not to mention Us AdWords keep Canadian public to get interested so there might be a chance that the government might come forward as well to help to make some sponsorship programs. More over the public will be more sympathize if instead of often emailing, if he can email everyone in his lists randomly once a month and open up email builder to design pixel-perfect, branded emails that are automatically responsive so they look great on any device, send personalized email marketing campaigns by displaying targeted content. 6 (Elegantly simple email. By: Kori Mirsberger – SXSW., marketing). Then call up to people and let them know and tell them to talk about this organization to more people. Use as much social media as possible like blogging, twitting, Facebooking and many more to keep informing the public about Aumora Foundation. Then use local community and religious email them as well.

Summary

68 Elegantly simple email., by: Kori Mirsberger-SXSW., http://hello.campaignmonitor.com/email-marketing/?utm_source=google&utm_medium=cpc&utm_campaign=Search-CAN-Marketing&utm_content=Marketing-&utm_term=what%20is%20email%20marketing-e-79042452726-c-g&gclid=CO31yPO2y8sCFZSGfgod8-wEcQ

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Bangladeshi charitable Foundation’s image

The Benefits of Digital Marketing

(Alegra Perfect Solution, n.d.)

“Many people talk about results based or results orientated marketing. we already have all the tools we need to get started with a truly results based marketing method! With the combination of internet technologies, cloud computing, Google's,” and other social media to back us up for the marketing for Aumora Foundation.7 (What is digital marketing strategy., by: Alegra perfect solution) After using our tool and all aspects of the marketing strategy I am sure 710 http://allegrasurrey.com/our-services/digital-marketing?gclid=CKiGt928y8sCFYqPfgodD2MNmQ by: Alegra Perfect Solution., © Allegra Marketing Print Mail Signs Web Surrey White Rock Delta

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my Client Mr. Hoque will have lots of public contact and sponsorship. So he can grow more and have great opportunity for Aumora Foundation Organization up forward.

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i For the Google image for chart /graph the website is below pg#6 on top

https://www.google.ca/search?q=digital+marketing+strategic+plan+graphs&espv=2&biw=1366&bih=667&tbm=isch&imgil=14FDllDg-Ag9_M%253A%253B6Oc60XMkPQmdGM%253Bhttps%25253A%25252F%25252Fmoz.com%25252Fblog%25252Fintegrated-online-marketing-strategy&source=iu&pf=m&fir=14FDllDg-Ag9_M%253A%252C6Oc60XMkPQmdGM%252C_&usg=__d3tMNTJ74yE1lV9sSq-ROFZjADY%3D&dpr=1&ved=0ahUKEwim-YHTrMzLAhUL9WMKHfCOCrYQyjcIPg&ei=EBDtVqaxIYvqjwPwnaqwCw#imgrc=ZLl_k4sM5-R2wM%3A

2 Image Website: http://www.communicatto.com/., Topic of the image: Content, Community, Conversation.3 Image Website: from “Bangladeshi Charitable Foundation: website: https://www.google.ca/search?q=%E2%80%A2+https://www.google.ca/search%3Fq%3Dcharity%2Borganizations%2Bdigital%2Bmarketing%2Bstrategy%26espv%3D2%26biw%3D1366%26bih%3D667%26source%3Dlnms%26tbm%3Disch%26sa%3DX%26ved%3D0ahUKEwj3l7yKttrKAhUQ_WMKHcICAr4Q_AUIBigB%26dpr%3D1%23imgrc%3DxAuD22puEZ49IM%253A&source=lnms&tbm=isch&sa=X&ved=0ahUKEwieg7ear5zLAhVL12MKHaBZBSoQ_AUICCgC&biw=1366&bih=623#tbm=isch&q=bagladeshi+charitable+foundation&imgrc=siPU7hvfIcld2M%3A(www.google.ca/image/Bangladesh