children’s advocacy center of lowndes county, inc. (cac): marketing plan meg giddings
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Children’s Advocacy Center of Lowndes County, Inc. (CAC): Marketing Plan
Meg Giddings
I. CAC Mission StatementThe Children’s Advocacy Center of Lowndes County is a
community resource center created to minimize the trauma of child victims of sexual abuse and physical
abuse by responding to their immediate and long term needs in a child-friendly, safe environment. A multi-disciplinary team approach involving representatives
from the medical community, child protective services, law enforcement, prosecutions, and mental health will provide investigation, assessment, and treatment of
these children and their families and maximize prosecution of those who commit crimes against
children. The Children’s Advocacy Center will also meet the community’s needs in the area of education and
prevention of child abuse.
(Source: Children’s Advocacy Center General Information Brochure)
II. CAC Objectives Facilitate healing for child victims and their non-offending
family members. Increase the number of child abuse disclosures and
maximize referrals for the child’s wellbeing Reduce the number of interviews conducted with a child
when a disclosure is made Increase the number of medical exams conducted in a
timely manner To coordinate investigative, prosecutorial, medical and
mental health services for child victims Increase rate of successful prosecutions and convictions Prevent child abuse.
III. Organizational CultureA. Four Employees Total
1. Executive Director
2. Therapist
3. Case Manager
4. Office Manager
B. Board of Directors consisting of 30 members• Divided into several committees including
Personnel, Building and Grounds, Grants, etc.
Organizational Culture cont.
C. Volunteer Training ProgramConsists of individual and other-agency
referrals Requires criminal background check,
fingerprinting, etc.
D. InternsOne graduate student is placed twice per yearAssist with therapy, volunteer training, etc.
IV. Population Served
Any child victim of physical and/or sexual abuse – allegations may be current or in the past
Children under age 17 who are able to communicate verbally – so set minimum age exists
The non-offending family members of child victims
Residents of Lowndes, Brooks, Berrian, Cook, and Echols counties
Community members and organizations seeking to learn more about child abuse prevention and education
V. Competitive Environment1) Local Level: multiple 501-
(c)3 agencies Agencies serving similar
populations (i.e., domestic violence victims, after school programs)
Agencies currently providing services to our clients (e.g., drug treatment programs, shelter programs)
Highly supportive and generous community, but many organizations compete for the same funding locally (private donations, United Way)
2) Regional/State: New CAC’s have/are opening in SW Georgia (Thomasville, Tifton, Moultrie, Douglas) and state level funding must be shared by all CAC’s in region
Agencies with similar missions or serving similar populations are a source of competition for state/federal grants
VI. CAC Strengths and Weaknesses
Strengths:Strong and active board of directorsReputation for excellence in services to the
communityVery active in community eventsA group of donors who give consistently each
yearSuccessful, popular, and unique fundraisers
held annuallyFirst Capital Campaign has been highly
successful
VI. Strengths and Weaknesses cont. Weaknesses:
No structured giving program aside from Capital Campaign
Organized fundraisers appeal to a limited number of participants
Lacks a well-defined program for maintaining relationships with regular donors
Functions with skeleton crew staff, but current budget constraints don’t allow for significant expansion
Often partnerships with other nonprofits in the area are relied too heavily upon
VII. Threats and Opportunities
Threats: Diversion of funding to neighboring CAC’s has forced
a reevaluation of current and future budgets New nonprofit organizations entering the area are
competing for private donations to the CAC Current marketing is limited to word of mouth and
specific fundraising for specific CAC needs New and innovative fundraising methods utilized by
other nonprofits overshadow tried and true CAC methods
Over-reliance on funding from other organizations which may be experiencing a reduction in revenues
Threats and Opportunities cont.
Opportunities:Local, private-sector organizations are
expressing interest in the CAC missionMany private individuals interested in
becoming involved in the CAC missionConsistent community interest in participating
in fundraising eventsLocal media are highly supportive and
responsive to CAC needs
VIII. Current Marketing ApproachesA. Community Involvement: CAC participates in
many events to promote name recognition and to fulfill the education and advocacy portion of the mission statement
PR events, community appearancesB. Capital Campaign: CAC’s first orchestrated
and designed marketing campaign designed to fund the mortgage associated with purchasing a new facility
C. CAC Fundraisers: Organized completely, or in part by the CAC staff and/or board of directors
The CAC is often a beneficiary of other events, but these are specific to the CAC
Current Marketing Plan cont.D. Donations are identified by amounts known as
“Levels of Giving”. Aside from identifying levels donors are not
identified in any other manner (unless giving to the Capital Campaign)
E. Marketing via other nonprofits is relied upon due to established relationships and dependency on each other’s services
F. Donations in the form of tangible goods (e.g., toys, blank video tapes, office supplies, snacks and drinks for the kids) are encouraged because it allows for application of current funds to other necessary areas
Current Marketing Plan cont.
G. Volunteer Program: volunteers are gathered through word of mouth – is no formal recruitment process Trainings held quarterly Limited opportunities for volunteers Volunteer hours necessary to meet grant stipulations Confidentiality and safety of volunteers, clients, and
staff are essential and protected
IX. Suggested Marketing Plan
Campaign Focus: the community Campaign Goals:
A) Facilitate the organizational objectives and goals for serving clients and the community
B) Increase overall community support of the CAC
C) Increase financial contributions from private companies, organizations, and private individuals
A) Facilitate Current CAC Objectives and
Goals
Although currently able to meet established goals and objectives, implementing a new marketing plan will allow for expansion of current objectives/goals
Aim to expand community resource provision and community education Develop community education curricula targeting specific
population sub-groups (i.e., teenagers, children, women’s groups, social service groups, etc.)
Diversify groups approached to provide programs for Expand and extend community education programs to
organizations outside the immediate county
Benefits of pre-established curricula: A standard of information is communicated to all groups Important information regarding the CAC will be guaranteed to be
included Benefits of diversification:
Currently, public relations events are generally 1) geared towards children/families or 2) social service clubs and organizations
Expanding to other groups including a variety of age groups will increase community awareness of the CAC and will therefore accomplish many objectives
Benefits of expanding to other areas: Currently Lowndes County is the primary recipient of community
education Providing education to surrounding counties will promote donations
from other counties as well as assist in promoting the objectives and goals of the CAC in the surrounding areas
B) Increase community support of the CAC
1. Develop and implement fundraisers with a wider appealGolf Tournaments, Fundraising dinners, CAC
Arrest events Will appeal to a larger segment of the community Will allow more to participate Create more revenue for the CAC
Actively involve surrounding counties in fundraising events
2. Increase and formalize partnerships with private organizations in the community Media – establish a direct contact and contact method
will all local media outlets Will benefit the organization through increased coverage,
reaching a larger geographic area and wider audience, bringing more attention to the mission, increasing agency visibility, and potentially donations
Fiscal Partners – formalizing private organizations who provide substantial support for the CAC
Organizations contributing will be recognized as partners or “friends of the CAC”
Creating business memberships – equivalent to sponsorship will provide the CAC with additional support, added public confidence in CAC services, and will create a philanthropic reputation for the business or corporation
Will be important for the CAC to negotiate with businesses on a case by case basis to ensure agency integrity
3)Develop and implement an Annual Giving campaign Will promote giving from year to year Will promote community involvement in the CAC
mission and the future of the organization After several years, will allow the CAC to make
necessary budgetary changes
4) Adapt the current levels of giving into membership levels Membership will be on an annual basis, in conjunction
with the Annual Giving Campaign Will promote individual giving on an annual basis
benefiting the CAC budget Will create a sense of individual “involvement” in the
CAC
C) Increase Donations1) Private Companies:
Develop a comprehensive campaign to identify companies contributing in the past as well as those who have not.
Create a partnership program based on exchange of services Organizations providing support and sponsorship for the CAC and
CAC events will receive public recognition through the media and through public appearances
The organization will also publicize its support and endorsement of the CAC
Create a new board committee to oversee seeking out individual membership in these organizations through presentations and collateral contacts
Creates a “human” side for a large corporation and also brings a spotlight to the community involvement of local businesses. Allows the CAC financial support and also increases public awareness.
2) Private Individuals: Launch a comprehensive campaign to reach new and
previously untapped resources by identifying local organization memberships which have not been approached or who have not given in the past
Create a new board committee to oversee seeking out individual membership in these organizations through presentations and collateral contacts
Evaluate specific ages, races, etc. which have not been approached or marketed to in the past and develop a plan in which these groups may be targeted
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