Chantal Bongalis, Nailia Minnebaeva,Sarah Henderson, Svetlana Eremenko,

Sydney Gregoire, Vlad Polikhun

Introduction to Foundation and background Competitive analysis SWOT Target Market Objectives Evaluation of Campaign Recommendations Conclusion

AGENDA

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INTRODUCTION

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MISSION:To protect the diversity of nature and our

quality of life, now and for the future

VISION:Within a generation, Canadians act on the

understanding that we are all interconnected and interdependent with nature

GOALS:

Protecting our climate Protecting nature Reconnecting with nature Building Community Transforming the economy

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DAVID SUZUKI FOUNDATION

Founded September 14th, 1990 in Vancouver, BC Science based solutions Non-profit foundation DSF does not take any government funding Major source of revenue is donations

‘LIVE YOUR LEGACY’ ANNIVERSARY CAMPAIGN

To celebrate the achievements of the past 20 years with the supporters of the organization

Fundraising 16%

Admin 16%

Programs 68%

Grants 10%Other 2%

Donations 88%

BUDGET ALLOCATION

COMPETITIVE ANALYSIS

New trend; being ‘Green’

Stats Canada (2004) $18.5 billion dollar industry

DSF leader in its category

Main competitors are Greenpeace &

World Wildlife Foundation

Founded in 1971 Worldwide organization 2.9 million followers

(worldwide) $278 million in 2009

Founded in 1967 Worldwide organization 150,000 Canadian followers $16.5 million in 2009

SIMILARITIES Parallel goals on marine, forest and climate change Educating the public WWF has a panda... DSF has a ‘David’

DIFFERENCES Greenpeace drastic acts of civil disobedience Compete for attention and donations Together they fight to save the same earth

SWOTS T R E N G T H S

20 years of strong public presence as a leading environmental sustainability expert Founded in the leadership of a highly respected public figure , Dr. David Suzuki Independent from the Government and thus can question Government policy Large database with 75,000 donors and a member list containing 120,000 total subscribers Developed popular programs supported by many celebrities and influential figures Highly credible; providing respected scientific studies and more Head office is In BC and national presence in North America David Suzuki’s daughter, taps into a younger audience Generation Y

W E A K N E S S E S

Separation of departments resulting in lack of synchronization Limited budget to employ adequate amount staff members and resources Loss of creative control for advertisements The inevitable loss (retirement), of David Suzuki Mature Lists of corporate supporters may get exhausted over time Limited in lobbying against substantial government bodies and corporations

SWOT

O P P O R T U N I T I E S

Growing trends in Environmental “Green” Sustainability Young adults show growing interest in environmental causes Leverage growing popularity of youth’s preferred media channels Radical activist groups bring attention to causes helping DSF obtain donations Worsening environmental conditions increase demand for sustainable expertise Using the momentum of the book and film release

SWOT

T H R E AT S

Dependent on its supporters, public popularity and thus on the overall global economy New competing companies emerging in popular industry Natural decline of older supporters as ‘Baby Boomers’ age Any negative publicity regarding David Suzuki or the causes they pursue

SWOT

TARGETAUDIENCE

Generation X women aged 30 to 45

Living in highly populated cities

Have an education

Income of $50k per year or more

Concerned about world issues

Are mothers or aunts

Bronze Donor$0 to $500Do not regularly donate

Silver Donor $500 to $4,999Recognized in the annual report

Gold Donor $5000 to $9,999Treated with a highly personalized approach

Platinum Donor$10,000 and upTotal of 44 companies in 2009

SEGMENTATION

CAMPAIGN OBJECTIVESMarketing Objectives

Raise $1.2 million through donations

Communications Objectives

Reinforce relationship with loyal donors

Maintain a positive brand perception within the target audience

Secondary Communications Objective

Attract new supporters to subscribe and become a members of the foundation (generate trial)

‘LIVE YOUR LEGACY’20TH ANNIVERSARY

CAMPAIGN

EVALUATION

Effect on target audience Alignment with objectives Consistency of theme Communication of message Measurability of each tactic

PR EVALUATION

NewsletterGala EventSocial Media

NEWSLETTERCommunication Objective: Reinforce positive brand attitudes

Donor Profile Informative content Call to action

WeaknessLacked Measurability

LIVE YOUR LEGACYGALA EVENT

Communication Objective: Create customer affinity

500 seats - $1000 each TIFF Partnership “Green” theme

WeaknessKey messages not communicated

SOCIAL NETWORKINGCommunication Objective: Raise brand awareness

Facebook + Twitter 20,000 Followers and 116,000 “Likes” 5 posts per week, 3 tweets per day

WeaknessNo focus on 20th anniversary campaign

SALES PROMOTIONEVALUATION

Photo Contest Story Sharing Contest

PHOTO CONTEST

‘Nature in the City’ Best pictures were selected to be

printed in the calendar Photo camera as the grand prize

PHOTO CONTEST

Execution

Limited reach Less than 0.5% of the database

participated No competitive uniqueness Failed to communicate the

anniversary message

STORY SHARINGCONTEST

The online contest encouraged loyal supporters to share their stories of inspiration

STORY SHARINGCONTEST

Execution

Lacked essential contest components No video stories submitted Positive residual value from the

videos Failure to communicate the

anniversary message

ADVERTISING

Reader’s Digest AdNational Post AdPrinted brochure

READER’S DIGEST AD Offered free placement in magazine Demographics align with DSF Average age of female reader 46 years old

Negative Loss of creative control Reader’s Digest No 20th anniversary logo or theme

Positive Opportunity for expensive ad space Number of impressions

NATIONAL POST AD Offered free placement in newspaper Demographics align with DSF Broad reach

Negative Should have had broader message to

appeal to larger audience Use of event pictures No call to action

Positive Opportunity for expensive ad space Thanking Gold donors day after the event

PRINTED BROCHURE Great communication tool Designed for Silver and Bronze donor

Negative Expensive appearance (wasting money) Pictures not labeled No call to action

Positive Communicates important information Credibility with celebrity quotes Aligns with 20th anniversary creative

DIRECT MARKETINGEVALUATIONS

Reception Invitation FlyerDonation Form

RECEPTION INVITATION Invitation for Silver donors Sent geographically Psychological value

Negative Not personalized No time limit for the offer No measurability Not tested

Positive Simple design and execution Email or mail response Incentive; ticket to book launch

DONATION FORM To accomplish Marketing Objectives Sent to Bronze list Psychological value

Negative Not personalized Not tested No incentive Could have been further segmented (RFM)

Positive Simple design and execution Interactive & easy to send donation Incentive; ticket to book launch

SUMMARY OFEVALUATION

DSF accomplished their objectives but did not reach their potential.

Objectives achieved Created awareness amongst target audience Generated donations

Loss of ‘Live Your Legacy’ theme and message Lack of measurability within each tactic Why? Focus drifted towards the book and film

To create strong brand awareness and enhance positive brand attitude, the objectives of the campaign were revised and a new plan was created.

Engages audience More proactive approach

RECOMMENDATIONS

GROWCHANGEHELP

Raise awareness by provoking thought Allows interaction with DSF

Ambient piece placed on busy sidewalk in business district

Sign with tagline Another sign with unique URL

Candid video recorded and posted Article about it in subscriber newsletter

EXPERIENTIAL MARKETING

Engage Bronze and Silver donor groups Staggering Schedule Letter, brochure then donation Intrigue readers with seed Engaging and informative Well branded Increase donations

DIRECT MARKETING

Create campaign awareness

Facebook-Twitter-LinkedIn 20th anniversary branding Updates + Videos of events

Women 50+ using social media

SOCIAL MEDIA

Trade Show Scholarship Contest

SALES PROMOTION

TRADE SHOW

TRADE SHOW

Objectives:

Interact with Bronze and Silver donors

Educate new donors and competitor loyals

Generate donations and newsletter subscriptions

TRADE SHOWExecution

Partnering with large trade shows

Participating companies must be “David Approved”

Major Cities from BC to Quebec

SCHOLARSHIP CONTESTObjectives

Engage younger generations with the organization

Address issues important for our core donor demographic

SCHOLARSHIP CONTESTExecution

Nationwide high-schools participation

Grade 12 year students

Limited time to make an impact on improving the environment

Video results posed on YouTube

SCHOLARSHIP CONTEST Building relations with

prospective donors

Strengthen existing donor loyalty

Long-term effect on donations

2010 DSF Budget on Public Education

OUTDOOR EDUCATION DAY

Education plan communicated to the

school boards in Canada

Earth Day - April 24th

Schools submit photos and film to be

showcased on DSF social media

platforms, direct marketing and

website

‘HELP, CHANGE, GROW’GALA EVENT

Leverage existing partnerships & sponsorship for cost-efficiency

Each guest will receive a keepsake (leaf with seed)

‘Help, Change, Grow’ special 5 minute video premiere

Video posted on DSF media channels

Effectively use PR to communicate DSF message

CONCLUSION