visions of hope the real deal

VISIONS OF HOPE Hopeful Teachers building Hopeful Futures

LITMITED Property of Arayomi Ltd

TA

BRIEF

2Property of Arayomi Ltd

To discover our target market for the Shadow Boxes Service.

DiscoveryTo establish effective routes to market utilising our data in the process.

ChannelsTo increase brand visibility, raise awareness and generate income for the charity.

Campaigns

STRATEGY

This strategy is taken from research conducted by CAF online 2014 UK gibing and can e found at www.cafonline.org. It is intended as a guide for Client ‘Visions of Hope’ to bring their

product/service to market and meet the direct and indirect needs of the consumer.

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Let’s get StartedDiscovering our Target Market

DiscoveryTo discover our target market.

ChannelsTo establish effective routes to market.

CampaignTo formulate a marketing campaign for marketing channels.

Property of Arayomi Ltd

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DiscoveryExploring Market Trends Overview

79%

48%

30%

64%

UK Donors79% of the population donated to charity in 2014.

Female Donors48% of donors were female versus 41% of men.

Causes30% of all money donated went towards education and young people making it the UK’s second largest cause. Medical research was first.

Monetary64% of the Population have donated money in the year 2014

On average women are 7% more likely to give than men and on average give £3 more than men do.

Key Demographics

5Property of visions of Hope

DiscoveryExploring Market Trends Sectors

55%

12%

30%20%

Hospitals & medical

Overseas

Children

Religious

Hospitals & Medical

Children

Overseas

Religious

2014 TrendsSince 2011, childrens and overseas charities have both shown a significant rise in monetary donations.

Between 2011-2014 Childrens Charities have risen from 23% to 30%, similarly Overseas Charities has risen from 12% to 20%.

Religious Versus Secular DonorsAverage donation for religious organisations are £20 which is 14% higher than the average donation to a secular charities of £14. This represents an opportunity to pursue religious organisations as one of our primary routes to market.

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ChannelsDonor Behaviour Barriers to Giving

70% 68% 53% 44% 26% 24%

Based all UK Giving Respondents. May 2014 based on 1,042 samples to determine potential barriers to giving.

From this analysis we find transparency to be the biggest problem holding back donors. We seek to resolve this by building a site that helps donors see the tangible real

time results of their donations.

The second problem being the multitude of charities existing makes it easy for ours to get lost in the masses. We want to build a site and a brand that is strong enough to

appeal to the sentiment of our target donor.

If I knew how money was directly helping, I would feel more inclined to give to charity.

There are so many charities it is difficult to decide which to give to.

I am worried that if I give I will just be asked for more.

Charities don’t understand the financial and time pressures people are under.

The causes charities support don’t catch my attention.

I don’t think giving to charity makes a meaningful difference.


ChannelsDonor Behaviour Motivation

Simple Analysis CAF’s 2013 Why We Give study found that 75 per cent of donors agree that they give because of ‘a particular belief that I have in a specific cause’, whilst 61 per cent agree that giving was prompted by ‘a personal experience that I have had’. We want to market our service towards individuals/groups that share a common interest in improving education targeting key sectors in education, unions, and churches where education, family and legacy are a major part of their make up.

I give because of a belief in a specific cause.

I give because of a personal experience


ChannelsDonor Behaviour Means of Donating

Cash50%

Direct Debit27%

Online Giving14%

Text10%

Cash Direct Debit Online Giving Text

CashCash donations are still the most common means of giving to charity perhaps because you can decide when to give, the donor feels less obligated to give more than than they like and there is no further commitment. .

Direct DebitIn 2009/2010 over 2.3 billion was donated via DD to charities with the most common donation being £12. This option is very popular with charities as it is cheap to process and easy to claim gift aid on.

Online GivingBecause the low percentage of online donors we will still have a call to action to donate but it will not be the main call to action. The main call to action will be our events where we will encourage giving.

TextText is an emerging trend and donors are still building trust with it. Much like online giving there seems to be uncertainty and a lack of sentiment with it giving that most donors simply don’t trust.

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ChannelsCustomerProfile Portfolio

Miss Gemma ThompsonHead Mistress

SocioEconomic Status B. Managerial, administrative

professional.

David WIlkinsonSenior Pastor

Socioeconomic Status B-C Senior level management and administrative capacity.

Dr KemiPaediatrician

Socio Economic Status A-B depending on my level of seniority.

Lisa CMO of Best Bean

Social Economic Status A. Upper level administrative and managerial

capacity.


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ChannelsCustomer Profile Religious

David Wilkinson

Senior Pastor

Who is David Wilkinson?I am the senior Pastor of Rock Ministries International based in the UK. My wife and I are strong advocates of family which runs through the fabric of our church. I am highly motivated to transform the lives of the underprivileged as it is one of the many core values that reside within our ministry. Our global church raises on average £10,000 a year for charity and overseas missions. As a father I understand the need for good education and as a pastor my heart is always pressed for those in desperate need of hope.

Skills

100%Influence

40%Organitation

90%Sensitivity

100%Compatibility

Innovation

100%


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ChannelsCustomer Profile Educational

Miss Gemma Thompson

Head Mistress

Who is Gemma Thompson?I believe in education. As a first generation of migrant parents I am thrilled at the prospects of those wanting to give back to Africa. Education is responsible for who I am today and so I am willing to participate and actively involve my school in changing the scope of Africa.

It would also be good for our students to get involved in sponsored activities that help them recognise the tremendous privilege they have and the opportunity to give to the less fortunate. I am highly organised due to the demands of my job it helps to stay ahead of the game. I would be willing to submit this to the school board to see if we can introduce this into our sports days.

Skills

85%Influence

85%Organitation

100%Sensitivity

100%Compatibility

Innovation

100%


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ChannelsCustomer Profile Medical

Dr Kemi

Junior Child Doctor

Who is Dr Kemi?I am a junior Pediatrician. I am constantly engaged in charitable activities. I would love to do more to contribute but the high demand of my occupation allows for minimal personal involvement other than giving. As a pediatrician I am actively involved with charitable services such as Children in Need.

My sentiment to children plus my socioeconomic status makes me more likely to get involved with overseas charities. I want to make a difference but time is my main restraint.

Skills

40%Influence

80%Organitation

85%Sensitivity

75%Compatibility

Innovation

75%


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ChannelsCustomer Profile Corporate

Lisa

CmO

Lisa?As the CMO of Best Bean I run a tight and efficient ship. Always seeking to balance our profit making ambition with our corporate moral responsibility. Our coffees are fair trade and we are always looking to sponsor charities that invest in the Countries our beans are exported from.

Our huge annual profits allows us to donate, often in cash to charities. We are zealous about demonstrating to our consumer the connect between our corporate goals and our philanthropy. Both of which we take very seriously.

Skills

100%Influence

100%Organitation

80%Sensitivity

95%Compatibility

Innovation

85%


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HOPE RUNS OUTC A M P A I G N

V I S I O N S O F H O P E

HOPE RUNS OUTT h e r u n f o r h o p e


‘Hope Runs Out’ is Vision Of Hopes forefront Campaign. Teachers,

students, doctors, top companies and churches will participate in

these sponsored runs. We will call willing participants to run for hope so that hope will never have to run out again for children’s education in

Africa.

HOPE RUNS OUTG o t h e E x t r a M i l e


Evert time money is raised we will increase the mile… hence ‘go the

extra mile.’ Those who run will be sponsored to do so and funds raised will go towards childrens education.

10M 11M 12M RUN

HOPE RUNS OUTT h e M e d i c a l C h a n n e l


Hope Runs Out will coincide with the Nations present health crisis and the need for education in the developing world. Imagine a millennial equiliser

where a health conscious generations needs can directly

coincide with its need for civic and philanthropic minded relief.

HOPE RUNS OUTT h e C h u r c h C h a n n e l


Christians and most religious organisations understand ‘The extra mile.’ As religious organisations are

the biggest donors to charity, Hope is a statement that appeals to all religious creeds. We want the

church to help us spread a tangible message of hope

HOPE RUNS OUTT h e B u s i n e s s C h a n n e l


CeO’s care about their corporate moral responsibility. We want to position ourselves as charity of

choice with those organisations who benefit most from Africa’s vast

resources.

HOPE RUNS OUTT h e E d u c a t i o n C h a n n e l


Students and teachers will do sponsored runs. Sports day will have

the Hope Runs Out brand on students uniforms who will be

encouraged to be sponsored by their parents, other students and friends. Vision of Hope Prizes and award will be given to the individual who raises

the most money. Awards include- ‘Hope Award’ and ‘Hope Ambassador’ certificate.

HOPE RUNS OUT

Grace ACADEMY300

HOPE RUNS OUTP l a n s f o r t h e F u t u r e


Imagine a world where Hope can be measured in miles. The ‘Hope’ app will take advantage of the ‘Internet of things’ Phenomena. Imagine a future where others can donate to

your miles before you run them and even track your steps to completion.

Imagine an app where you can accept the challenge to run for

something you believe in. Each step goes towards ensuring hope never

runs out. Often the cause of a failed diet is wrong motive. Imagine a

health regime that literally inspires hope.

HOPE APP

V I S I O N S O F H O P E C H A R I T Y

MAKE CHANGE GIVE CHANGE

Visions of hange

VISIONS OF CHANGEC A M P A I G N

V I S I O N S O F H O P E C H A R I T Y

MAKE CHANGE GIVE CHANGE

Visions of hange

VISIONS OF CHANGEC A M P A I G N

Visions of Change will be a campaign for spare change. The idea here is that changemakes change. The campaign primarily seeksTo target school students and parents to give their spare change to charity. At theend of each term each student will be askedto show how much change they have made towards change. Instilling a sense of pride. This campaign is also suitable for hospitals, shopsand events. The message will ring loud and clear that giving change makes a change.


END OF PRESENTATIONVisions of Hope

visions of hope the real deal

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