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

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

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

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.

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

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.

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 emails, calls and messages with new mechanism Strategic Improvement Suggestions

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

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

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

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

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

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.

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.

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.

3 year's fundraising growth

Budget

Analysis of Hides Campaign

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

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

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