Marketing Plan for Cancer Fundraiser: Goals, Strategies, and More

To plan and coordinate your marketing activity, the following aspects need to be included in a cohesive plan: Provide an overview for the planned marketing activity which must include: - What is the goal of the activity? The goal of the activity is to raise funds for the Cancer Council and increase awareness about cancer research, prevention, and support services. - List the promotional objectives you intend to achieve and describe marketing opportunities which can be used for these.  Increase attendance and participation in the fundraiser  Generate buzz and excitement around the event  Increase donations to the Cancer Council  Build relationships with donors and sponsors for future fundraising events - Which planning or organisational documentation was used to inform the activity?  Event timeline and schedule  Budget and financial plan  Event program and script  Sponsorship proposal and marketing materials  Venue and vendor contracts - What is the overall marketing direction within the organisation? The overall marketing direction for the fundraiser is to use a multi- channel approach to reach potential attendees and donors. This will include:  Social media marketing on Cancer Council and Imagine QT’s social media channels  Email marketing to Cancer Council’s database and QT’s contacts  Advertising in local media outlets, such as newspapers and radio stations  Promotions through local businesses and community groups

Establish the factors to determine your promotional activities and analyse these supported through research. a. Target market (Demographic) - People who are interested in doing charity - People who are concern with cancer issue - People who have awareness in cancer campaigns b. Legal and Ethical aspects - Obey all laws, rules, and regulations set by government - Privacy and confidentiality must be protected - Organiser should meticulously honour gift restrictions of the donor - Have formal donation acceptance policy c. Budget available - Fund raising reports from previous events held are analysed and a budget of $6,000. d. Desire results - Return on Investment (ROI) - Growth Rate - Retention Rate - Average Fundraising Amount - Team Fundraising Success - Return on Mission (ROM) e. Timing - This event will take place on 10th August after 3 months of planning. - To achieve the maximize number of donors and amounts is raise, the event will hold for 1 day from morning till evening, at 730am-730pm. f. Competitive market Market research- an event fundraiser must analyse the competition prevailing in the market and promote its event in a way that is different from its competitors. Research indicates that a unique and different approach to promoting the event attracts people and generate interest in the event

Which information sources, networks and/ or distribution and marketing networks will you use to plan and market your activities? Information Sources and Distribution Networks: - Cancer Council’s database of donors and supporters - QT and Green Courtyard’s database of contacts and clients - Local community groups and business networks - Social media advertising and promotions List the mechanisms you will use to reach your identified target market based on the marketing principles (5 P’s). Include an analysis in terms of strategy, advantages, disadvantages, and cost. Products - Throughout the fundraising event, awareness of cancer and healthy are highly highlighted. - Improve and increase the number of the equipment, facilities, and services in all cancer. - Providing knowledge about cancer, prevention, and solutions. Price - The amount is not limited for the donors in fundraising events. Promotion - As the target market for this event is wide and the promotion costs a lot of money, it is important to carry out a break-even analysis before deciding. - We need to identify how much the media will cost, how much amount we will need to raise to cover the event’s expenses, and how we will gather information to show the effectiveness of the promotion. Place - The place of the event is to be held at The Green Courtyard (QT Gold Coast). - One of the strategies is to attract guests who live in the QT Gold Coast to participate the event.

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- A good example for QT Gold Coast to show to the public about its social responsibility by supporting the event held in it. People - Fundraising team members are not enough for this event, so we need to recruit volunteers. - We need to conduct training and briefing to all fundraising team members to hold the event smoothly. Provide an overview of costs for the activity, including labour, travel, venue hire. Items Estimated Cost Advertising cost for all social media platforms $500 (promoting in social medias) Donor gifts $1500 (including appreciation cards, coffee mugs and T-shirts with Cancer Council’s logo) Employee salaries (5 team members) excluding volunteer members $2400= (5x12 hours x $40) $600= Meals ($30x3) Transportation ($15x2) Venue rental (The Green Courtyard- QT Gold Coast) $1000 (for 1 full day) Total Estimated Cost $6000 Indicate the potential return on investment for the activity and explain how you have established this. Estimated Fund Received: $8,500

Cost of Fundraiser: $6,000 Net Fund Received= $8,500-$6,000=$2,500 ROI= $2,500/ $6,000 x 100= 41.6% Write the Action Plan to support the implementation of the fundraiser summarising the: - Objectives - Operational requirements - Legal requirements - Human resources - Communication channels - Budget factors - Timelines Fundraising Event Action Plan Fundraising Event for Cancer Council Date: 10 th May- 10 th August (90 days) Activity Fundraising for Cancer Council Objectives - Increase attendance and participation in the fundraiser - Generate buzz and excitement around the event - Increase donations to the Cancer Council - Build relationships with donors and sponsors for future fundraising events Operational requirements - Advertising through social media - Staffing and preparation for the event - Setting up the layout of the venue

Legal requirements - Australian Charities and Not- for-profit Commission (ACNC) - Charities Act 2013 Human resources - Recruit volunteer staffs Communication channels - Staff meeting - WhatsApp Budget factors The total budget for the Fundraising for Cancer Council was allocated at $6,000 Timelines 10 th May Discussions and launch of the event 16 th May Commissioning event planner 20 th May Getting different quotation from hotel for event venue rental 24 th May Discuss and finalise final event venue rental 28 th May Reserve and deposit $200 for event venue rental on 10 th of August 2 nd June Propose the programme of event 6 th June Finalise the detailed programme for the event 10 th June Promote the event through the social medias 12 th June Recruit event’s team members and volunteers 20 th June Team members and volunteers’ induction 24 th June Setting the event’s venue layout 4 th July Promote the event though hotel lobby 10 th July First rehearsal the flow of the event 12 th July Discuss the updates and changes with the event planner 16 th July Held meetings with team members and volunteers for latest updates. 20 th July Second rehearsal the flow of the event 22 nd July Finalise event’s flow, layout etc. 24 th July Send a finalize copy of event’s flow/programme and roaster by email for confirmation 8 th August Final checks for events to run smoothly 10 th August The Actual day for the event begins

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Present the completed Action Plan including budget estimate to your supervisor or person in authority and obtain approval in writing. Attach the authorisation to this assessment. Dear Mr. Nicholas, I am sending this request for your approval of our marketing proposal for our event. The team and I have created a detailed plan that I have attached to this email. To ensure the success of this project, we are also requesting a total budget of $6,000. Please refer to the breakdown below. Items Estimated Cost Advertising cost for all social media platforms $500 (promoting in social medias) Donor gifts $1500 (including appreciation cards, coffee mugs and T-shirts with Cancer Council’s logo) Employee salaries (5 team members) excluding volunteer members $2400= (5x12 hours x $40) $600= Meals ($30x3) Transportation ($15x2) Venue rental (The Green Courtyard- QT Gold Coast) $1000 (for 1 full day) Total Estimated Cost $6000

Once you approve the action plan including budget estimate, we will get started on the event’s project immediately. Sincerely, Jesica Lie Supervisor Agreement: I have read the information about the Fundraising Event for Cancer Council and agree to support my team members and volunteers to participate in all activities and training for this plan. Supervisor Signature: Jennifer Luke Jennifer Luke General Manager Cancer Council Implement the activity and maintain a log sheet with dates and periodic summaries of results of the campaign. For example, summarise the instance of ads launched, promotional activities used, and responses received over weekly intervals. Marketing Activity_ Log Sheet Activity: Fundraising Date: 10/8/2023 Results of Activity after Activity task Scheduled start time Scheduled end time Actual time completed 1030am 130p m 430pm 730pm Amount of funds receive d 730am 730pm 8pm $1,735 $2,525 $3,400 $1,340

Write a report evaluating your marketing activity including each of the following criteria: - Consistency with overall marketing direction - Exposure that was achieved - Matching attendees to target market - Cost- effectiveness of financial and human resources - Completion within established timeframe - Overall success and suggested improvements for future activities We clearly defined our messages so that all team members and volunteers had a full understanding of our marketing strategy and strengthened our internal communication by brainstorming in groups. As a result, the overall marketing direction has been kept consistent and the Cancer Council has gained excess 5.67% of the expected funds received. Since this marketing was centred on social media, we ensured a research-based setting. The result was successful in matching attendees to target markets and exposure. The only problem was that the advertising cost should have been reduced by 10% of the budget. This budget should have been targeted at those who are staying in QT Gold Coast as well. The event was an overall success, however, suggestions for improvement for future activities including starting the promotion another month earlier and enrich a variety programme for the event. References: Guide to fundraising laws in Australia (Cth) (nfplaw.org.au)

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How to Calculate Event Fundraising ROI (causevox.com) Donor Gifts 101: Find and Retain Recurring Donors - Fundraising Brick

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