Free marketing plan sample by marketing plan now: www.marketingplannow.com. A plan for a non-profit organization; African Refugee Development Center (ARDC).

1. +

2. +
Marketing Plan Sample
for the African Refugee
Development Center
2010
2010 ZACHARY BENNETT and JULIAN TAWIL

3. + 0.1 Vision 1
nThe mission of the African Refugee
Development Center is to protect and
empower refugees and asylum seekers
in Israel
Yohannes Bayu
+0.2 Organization Profile
§ Founded in 2004 by Yohannes Bayu, a refugee
from Ethiopia.
§ Has served over 4,000 refugees and asylum
§ Refugee Origin: mostly Eritrea and Sudan Branches
I. Humanitarian Aid
§ Partner of the United Nations High Commissioner II. Individual Support
for Refugees (UNHCR) III. Child
§ 650,000 NIS annually in funding IV. Youth and Adult Education
§ Major funders: The Ted Arison Family Foundation, V. Community Development
the UNHCR, the U.S. State Department, the New and Empowerment
VI. Advocacy and Awareness
Israel Fund, the Municipality of Tel Aviv and Raising
private individuals.

4. + 1.1 Macro Environmental Analysis 2
+1.2 Market & Industry Analysis
n The ARDC operates primarily within the
market of African refugee social services in
Israel. The organization serves the refugees
as well as those who wish to support its cause
through volunteering or contributing funds. On
a broader scale, the ARDC operates within
the non-profit, social services sector in Israel.
(refer to annex on page 1)
(Photo by Zachary A. Bennett)

5. + 1.3 Direct & Indirect Competitors 3
Direct: Hotline for Migrant Workers, ASSAF, Physicians for Human Rights
1.3.1 Indirect: UNCR, Amnesty International, other charitable causes
(refer to annex on page 2)
ARDC
+1.4 Market Segmentation of Donors
n By Demographics: n By Needs:
n Young Jewish in Israel Consumers who feel compelled to
n Mostly UK and US residents in
larger cities participate in charitable causes (specifically
n Age group: 20s-30s related to underprivileged populations).
n Liberal (refer to annex on page 2)
n One-time donors
n Volunteers
n Friends/Family of volunteers
n People with low income
n Human Rights Activists

6. + 1.5 Existing Marketing Mix 4
The ARDC’s brand is its offer to participate in an idealistic cause.
The service offered is a convenient donation process.
Marketing Communications
Monthly newsletter, Personal connections, Events: twice a
year, ARDC Web site, Facebook
(refer to annex on page 2-3)

7. + 1.6 5
Strengths & Weaknesses
Opportunities & Threats
STREGNTHS WEAKNESSES
- Unique refugee services - No 46A tax exemption under Israeli
- Abundance of volunteers law
(120 at a time) - Online donation system
- More private donations than
other Israeli NGO’s
OPPORTUNITIES THREATS
• Potential economic - Government hostility towards refugee
resurgence services agenda.
- Growing concern about the numbers
of asylum seekers arriving every
month.
(refer to annex on page 3)

8. + 1.7 Positioning ~ 2010 6
§Quality of service for donors (refer to annex on page 3-4)

9. + 1.8 Sources 7
n Karen Douglas
n Resource Development Coordinator at the
ARDC, Tel Aviv, IL
n J.D. University of Melbourne, Australia
n The African Refugee Development Center
Web site.
n www.ardc-israel.org
Karen Douglas
n Information regarding company mission,
initiatives and links to donate.
Competitor information sources:
§Hotline for Migrant Workers
www.hotline.org.il
§Physicians for Human Rights Israel
www.pht.org.il
§ASSAF - Organization Assistance of Refugees
and Asylum Seekers
www.assaf.org.il

10. + 2.1-2.3 8
2.1 ~ Marketing Strategy
We will create a Passover appeal for donors utilizing a special holiday
message. In time for this appeal we will improve on our current offer and
expand our already existing promotional tools. With this appeal we will
strive to target the predominant and relatively dormant segmentation.
2.2 Desired Market Segmentation
(refer to annex on page 4)
By loyalty Q of S
Improving and maintaining the ARDC database,
and develop new membership program
By demographics
We would like to focus on receiving more older
generation, Israeli-based donors, and maintain/
improve US and UK funding BRAND
2.3.1 Desired Marketing-mix
We increased the emphasis on Quality of Service in
order to make donating easier…
2.3.2 Desired Promotional Tools
Monthly Newsletter, More personal connections, Events - Three times a year, Website - add
limited Russian, actively updated Facebook page and Twitter

11. + 2.4 Marketing Objectives 9
n Strengths/Opportunities
n Unique refugee services can appeal to future donors.
n The ARDC can utilize its large volunteer base for future networking.
n Strengths/Threats
n Unique refugee services can deplete limited funding.
n Reliance on volunteers can lead to instability in operations.
n Weaknesses/Opportunities
n Absence of 46A-tax exemption places burden on foreign donors.
n An improved online system may increase donation with limited
effort.
n Weaknesses/Threats
n Poor online donation system may discourage repeat donors
n Absence of 46A-tax exemption may decrease sympathy for ARDC’s
cause

12. 10
+ 2.6 Yearly Donations (in Shekels)
after Passover Appeal
• The Passover Appeal itself will generate an extra 10,000 NIS
annually, but the financial impact of the Passover Appeal throughout
the year and the influx of awareness cannot be calculated.
Private Donors
•162,500+Passover Appeal = 172,500
United Nations
•325,000
Private Foundations
•162,500

13. + 3.1 Main Cooperative Bodies 11
n Local night clubs in Downtown Tel Aviv will offer a venue, the
ARDC will promote the benefit and each body will get a
percentage of the profits. The ARDC may also ask musicians and
artists to donate their skills at the event.
n Local shops may support the ARDC and allow
discounts to members: Target venues may be
organic grocery stores and apparel stores like + >2
American Apparel who have a major interest in
human right’s issues who will give a small % for every purchase
+ 3.2 Retaining Marketing Activities
§ Monthly Newsletter
§ Personal connections
§ Events
§ Website
§ Facebook page

14. + 3.3 New Offer 12
n Service:
n Online donation system- investment in a 3rd party payment system
n Membership program - investment in membership cards, access to ARDC
leadership members, and improved database
n Guided tours- lead by volunteers- ₪ 0
n Physical:
n Discounts/Donations of sale- In collaboration with charitable retail outlets-
₪0
+3.4 Marketing Promotion
Maintain Direct Marketing strategy with an emphasis on increased loyalty.
n Retain former tools and use twitter page as the medium through which to
conduct our Passover Appeal. These tools will also be utilized to spread the
word about our new membership program and improved Website.
n A special Pre-Passover fundraising event will take place at a collaborating
venue.
n Street Team/Awareness team- Every Friday during month of Passover
n Phone banking- starting two weeks before Passover
n 2 open-to the public tours a week during month of Passover- invite the
community, ask them for optional donations at the end of the tour

15. + 3.6 Order of Operations 13
# Action Who When Cost Comments
Quickly open a twitter
Open a account and have several
1 Twitter Account
Julian Week 1 N/A
pre-planned tweets for the
following week.
Book venue in central Tel
Schedule Zachary & 1500 NIS
2 Venue Julian
Week 1 Deposit
Aviv, which allows a
percentage cut to the
ARDC
Alert the Send out press releases
3 Press
Zachary Week 2 N/A and invitations to
journalists

16. + 3.7 Marketing Yearly Budget 14
Resources Expenses
5% Newsletter 35%
Collaborating Venue
Collaborating NETAFIM 5% Membership Program 25%
Funds 90% Events 20%
Web site Maintenance 10%
Non-allocated 10%
100% 100%

17. + + 4.1 Control Bodies + 4.3 Important Focus 15
n Karen Douglas, the Resource
Dates
Development Coordinator, will
n International Refugee Day
manage the order of operations and
n May Day/Labor Day
see that they are completely in a
timely manner. n International Human Rights Day
n Passover/Pesach
n Possibly Christmas in U.S. and U.K.
for future Christian appeal
+ 4.2 Control Tools
The ARDC should use several Control
+ 4.4 Criteria of Success
Tools which will include: The ARDCwill measure its own
n Surveys:
successes through:
n user-friendly Website
n Membership Growth
n how volunteers feel they are treated
n Return Donors (none to this date)
n comment cards from refugees
n Organization of New Database
n Meetings: with major donors to see how
they are being fulfilled n Increase in unique users/ visitors to
n In-house quantitative reports Website
n budgets, peer reviews, n Continuous influx of volunteers
4.4 Criteria of Success

18. + *Potential Passover Appeal Flyer 16
• To save money, 4 hand-outs will be cut from one page of paper
(Photo by Zachary A. Bennett)
• This ad will catch the viewers attention, initially by the refugee’s sign,
then interest the viewer by inviting them, then draw out the deep
emotion through reading.

19. +