INTODUCTIONAumora foundation is officially started since 2012 mainly. 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, city Natore, of Bangladesh. Then he was giving money to student who needed to study into institute for scholarship and who wanted to do further studies in specific field. Then slowly he increased people to give the money to. He also was giving to the elderly who can’t work. Then he used some of his property land in Natore of Bangladesh to make a medical Clinique and some part 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. But all this charitable process requires lots of manpower, money and marketing to get this foundation broader and open to the world. Although, in this Foundation his brother that lives in Bangladesh doing big role in helping him out to make this Foundation successful. This project is still ongoing project and by 2015 he has collected some donation and he still need money and manpower to make this project more valuable to the public. Plus, he need to add detail works like opening a bank account for this foundation’s charitable account where money will be collected and to be payed to the poor needy people, also some money to be used for more growth or building foundation and equipment for medical Clinique. Develop more medical facilities. Also he need to hire free doctors and equipment’s for treatment, and many more detail work there to be done. For all

these work he need money and my job is to do digital marketing plan that explain how he will get viewers attention for to come forward and help out by donating money and be heard from the public and will recognize this Aumora Foundation.

So, Mojammel Hoque was inviting his relatives and colleague through their Facebook link, email to his friend and colleagues, also did some fundraising awareness programmer. His website name is www.aumorafoundation.weebly.com

So, as digital marketer, I need to help my client by setting up a Digital Marketing Strategic plan. These plans are:

Situation Analysis (Using SWOT analysis) Objectives Strategies Tactics Action and recommendation Summary/conclusion

Situation AnalysisAumora Foundation is a non-profit organization and it is build by one person and help from his brother. He has created this foundation by himself and a little help from his brother Mr. Enamuel Hoque and 21 local villagers to set up this foundation. Working for Aumora foundation, where he is spending most of his salary money and some property that were left in Bangladesh to help this foundation. Then last year in the donation he got some money which he used to make more developing on the medical clinic. He is paying for graduate student’s allowance for further studies, school children, elderly poor people, and scholarship program. Now he is requiring some volunteer medical staffs and doctors who will treat this less fortune people free. He requires so much money not just for these programs but also for the medical Clinique and stuffs hiring and giving them salaries, money for medical equipment and not to mention increase money for allowances as well to benefit these variety group of poor needy people. Also, he didn’t open any public trust account where people will donate. So there are lot of work still to do make this organization more progress full and public awareness. But before anything, we need to plan for a digital marketing strategic plan to see how can my client Mr. Hoque gets markets attention for this foundation? By doing SWOT analysis

We need to find our: Strength: Our strength is public. Cause public always comes forward toward these kinds of charitable foundation types of organization. They are very sympathised by these type of work. People usually come forward more when they see helpless people like old unfortunate people who have no place to go, children with no shelter, food, cloths and education.Weakness: Our weakness is our financial problems. As this is a non-profitable organization. That means no support at all only Mr. Hoque supporting from his income and few support coming from his property back home, he using those properties by distributing to use some to make medical clinic, some to make school. Other than that he has no help in anywhere to get support for his organization. Plus, this organization just the beginner, so not enough charity money to back his organization.Opportunity: Our main opportunity is to use digital marketing to help Mr. Hoque to have as much publicity as possible so he can have seen by people who haven’t even seen yet., e.g. government, help awareness community who gives back on this type of organization and religious communities as well. So his media community has full fill our goal. Using more emailing, Facebook, community newsletter, or as normal newsletter to make seen front of the world.Treats: Since this foundation is not a brand not services type of a business so it has no competition against anyone. So, therefore no threats. But, only threats can be that only local community people only come forward and pay donation time to time. I mean there could be not enough public involvement.

Objectives: 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 will get public’s maximum attention?

Situation is this that Aumora Foundation is a non-profit charitable foundation. It has no financial support. We have to be very tight budget but good marketing to get our goal set. Then what is our goal? Our goal is to use as less money payment involved and more publicity as from small organization to a big organization. Once he launched charitable fundraising dinner to pick up his raise against his public awareness on this foundation. In that awareness program few people did come forward to help on donating money. By doing digital marketing strategy will give his foundation more benefit.

Find him good publicity by using SEO, SEM and SES analysis. Since my client financially weak to use SEM analysis or paid marketing. But instead we will be using SEO analysis another word organic marketing. Where our analysis will be the how we use website, mobile and news media for our market:

• Find him good publicity by using his website and announce it the local community news paper and. To put more attention around community.

• Putting link to key search websites link his website to the Facebook, Linking, email, mobile and moreover, link to advertise his foundation.

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

• Newspaper advertisement here in local news letters and Bangladeshi local city or whole Bangladeshi news paper advertisement.

Using these tactics may make his foundation more noticeable and public friendly. But my client also does not have any profit and this foundation is also non-funded we have to keep in that mind more media usage will get costlier and not benefit it our plan. So our gaol is to use less money spend on media and choose one specific tool that will go around the world into publicly.

We need to find out which device is useful for my client? Since he already has a website we need to use that as our prime device to communicate to the public and that can be our search engine optimization. A SEO, organic search engine to find the motive of our website. After website what is next tool to use for our objective?

We have so many search marketing engines to choose from like email marketing, social media, pay per click, mobile and many more to choose from.

SEO will help us find the connected with Facebook to time to time launching advertise or email or website to keep any updates for the Aumura Foundation.

“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. Since emailing is our alternative tool to stay connected to and updated to Aumura Foundation’s news and their curriculum's. We need to pay to make a search engine in Google. 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 instead google will search the Aumora Foundation once its click on the topic. So these two devices are the most influential devices or should I say tools for our client’s digital marketing strategic plan.

Strategies:

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

Email Marketing Google Marketing Mobile marketing Social media marketing

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.Mainly Aumora foundation should be in local community news paper and in local channel news, Facebook advertisement, sending casual emails to relative, friends and colleague every month or year depending upon the budget. Every year fundraising diner with foundation detailing through fliers and ticket.

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. So why not make it more searchable through google link. Instead of typing

TacticsHe has little knowledge in marketing but mainly whatever he did to launched to make place for public to see so he gets lots of publication by spending less money and get more benefited by launching proper digital marketing tool. The main is put it in the website. Which he has created and gave his contact number. Now next step should be how he let people know or remind that there are charity foundation and people needs to come forward to donate. So what are the next steps? Next steps are as follows: Maybe in community places like: cultural places, mosque, churches or any religious places, online for sure like Facebook, go Community newspaper etc. Only online not yet mobile or newspaper yet. More advertise in local community newspaper add., Facebook add., random email add., cultural program add., Then newspaper add., in Bangladesh, Bangladeshi television add., and many more ways he can get people involve to do donation.

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

Keep emailing for social community to keep alerting them. Website links to other famous website like GOOGLE, YouTube

YouTube Maybe little bit too much and too costly.

Google side advertisements, email advertise random.

• SEO key word research and what is SEO search? It is search engine optimizing a search or another word key word search to find specific word search. So, if Aumura Foundation have link to Google or RapidFinder.ca it will automatic search by its Foundation name in Google or RapidFinder.ca., Instead it does not require to look by whole website tittle.

• Social fund raising contest in the local community. Doing a campaign or charity fundraising contest. Email to community people or friends.

• Local newspaper alertness and Facebook alerted to the side ex: put small advertisement with sympatric phrases or picture to get people’ attention.

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 fund racing campaign so people will see his work and publicised. More over the public will be more sympathize if instead of often emailing, if he can email everyone in his lists randomly once month. Then call up to people and let them know and tell them to talked about this organization to more people. Advertise in the community news paper once a month. Facebook link from his website to others websites as well. Blog into the Facebook to come forward. Religious news paper as well as local Vancouver community news paper advertise as well. Some time culture television programs advertisement and many more will benefit Mr, Hoque and his organization. Bangladeshi community in entire Canada Advertisement will benefit this organization.

SUMMARY

Aumora foundation is a charitable organization created by Mr. Mojammel Hoque and some help from his brother who lives in Bangladesh then and 21 people in the village. He was inspired by seeing so many people are homeless, beggar, and people don’t have proper food to eat, cloths to ware and kids who have no education. Mr. Mojammel Hoque was volunteering for this foundation by giving charity and supporting poor student for gathering money to study. Then slowly he was telling people, friends, colleague, schools friend to cheap in to help for this foundation and come forward. Then he asked our community mosque to help. So slowly, started to networking through thee community in Vancouver where Mr. Mojammel Hoque lives. Then finally he made a website last few months’ ego in weebly so it can be seen in public. Money that he contributed mostly for the poor kid’s education and scholarships, treatment facility; like hospital, old edge people getting allowance. He has his foundation

• He contacted through Facebook few time to contact his old friend and family and also some of his colleague’s to come forward to donate some money and good doctors who will help out to do free treatment into his medical Clinique.

• He emailed his friends to let them know about Aumora. He has little knowledge in digital marketing. Personal email, Personal Facebook, and Online website to do Publication for the Aumora.

REFERENCES• https:// www.google.ca/search?

q=charity+organizations+digital+marketing+strategy&espv=2&biw=1366&bih=667&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj3l7yKttrKAhUQ_WMKHcICAr4Q_AUIBigB&dpr=1#imgrc=xAuD22puEZ49IM%3A 4pictures image copy taken from Google Crome image.

• 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/Bangladeshi charitable organization.

• pg3, E-Marketing 5th Edition-marketing book, author-Rob Strokes and Minds of Quirk