Executive Summary

Introduction

This report addresses the need for Churches in Mission, a non-profit organization, to improve its marketing efforts and increase community outreach. The organization, which has been serving the community since 1987, faces a 27% increase in demand for its services while receiving fewer donations and struggling with rising costs. Churches in Mission aims to break the cycle of poverty and foster financial independence in Morgan County, yet it faces challenges in maintaining its operations without increasing staff or relying on financial grants. The goal of this project is to propose effective marketing strategies that can help Churches in Mission better serve the community and sustain its growth.

Secondary Research Main Findings

Secondary research was focused on four main objectives of motivators and incentives of donation, research studies on social media, effective marketing strategies and organization of structure and management.

Motivators and Incentives of Donation

Promoting community members such as volunteers or donors drives community involvement and eventually increases donation tendency.
Creating positive emotional appeal by upholding morals and organization values increases community involvement and donation tendency.
Promoting sites equally across an organization will make sure that platforms are as accessible as possible for potential donors.

Research Studies on Social Media

Promotion of teamwork and overcoming challenges draws in attention and community interactions with the organization.
Positive appeal on social media is important in withholding and promoting future interactions.
Effective branding can enhance community recognition and overall interaction.
Sharing success stories through social media can bring in more positive interactions and community involvement.

Effective Marketing Strategies

Receiving opinions and thoughts from the community on a regular basis improves your outreach in the community.
Charitable advertising is built around other appeals, so you should identify the community that is being helped and how they are being helped.

Organization of Structure and Management

A PR group that works primarily on promoting the social media or outreach of the nonprofit is essential in upholding community presence.
Employ ideas that work on your specific size non-profit to best fit the limitations of the community you are serving.
Encourage repeat donors by listening to feedback or possible process improvements that can be made.

Primary Research Main Findings

The conducted survey demonstrated what the community wanted to see more of or change to be made. These finding included suggestions like:

More accessibility towards donation guidelines and how to donate to Churches in Mission.
What information the community wanted to see more of on the social media pages such as Facebook or the Churches in Mission website.
- This included key information like types of donations needed, services available and data about who is being served.
What community members can remember seeing from their interaction with the Churches in Mission social media pages.
- This included photos from classes, newsletters, information about upcoming events and information about families served.
How often community members see information from the Churches in Mission social media such as Facebook.
- Members often see information about two times a month to once a week.

Key Recommendations

Highlight more community stories like clients being helped through Churches in Mission or volunteer spotlights.
Create a precise and easy way to communicate exact guidelines for donation drop-off at both Churches in Mission sites.
Highlight the donations in need through social media and an individual page on the Churches in Mission Website.
Break down statistically who in the community is being served and share that information with donors.
Include more photos of volunteers working within the community and why they are involved in Churches in Mission.

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