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Memorandum To: Jennifer Smith Chair, Board of Directors From: James Rose Senior Staff Date: February 5, 2024 Re: Executive Committee Report As you requested, here are some first steps GNC can take over the next few months. Some of the key areas I think should be explored are finances, fundraising, public relations, and marketing. Finances There are two issues I would like to initially address with finances. The first issue is that there is insufficient money in reserve. The second issue is that the association does not currently have a reserve management policy. Based on best practices, I suggest that we establish a long-term financial baseline forecast. Make a five- year financial projection for every facet of the organization before starting the reserve planning process. With the help of this forecast, management will be able to understand key factors and spot trends that aren't included in annual budgets (Klein et al., 2004). The second best practice is to create and document a formal reserves policy. Some associations have chosen to clearly express their reserve policies to constituents through publicly visible websites. The members of a nonprofit organization are more confident in its financial management when it takes the initiative and discloses its finances and financial planning procedures transparently (Klein et al., 2004). Fundraising There are two issues I would like to initially address with fundraising. One issue is a lack of diversity in fundraising. The second issue is the lack of an active website for fundraising. Based on best practices I suggest that the following two steps be implemented. The first step is to make sure the NPO has enough funding to conduct its mission and has enough cash reserves, as noted by West and Ries (2017). This is one of the challenges faced by NPO leadership. According to von Schnurbein & Fritz (2017), GNC could categorize revenue diversification into four main areas: income from investments; income from grants, contracts, and services received from the government; income generated from daycare service fees; and income from donations from private individuals and businesses. The second step would be for GNC to integrate astute fundraising techniques into their designs. I advise GNC to make the donation process as simple as possible when they build their website. This would involve asking for donations as soon as a visitor lands on your page, which would encourage contributors to give to your cause swiftly and conveniently. According to Nonprofit Source (n.d.) an

organization needs to be mindful of how to make its messages concise enough for a glance to understand, how to make it obvious what action they want visitors to take, and how to create a sense of urgency so that they act right away. To make them stand out on the page, incorporate bold text and vibrant colors that go well with the brand. Public Relations There are two issues I would like to initially address concerning public relations. One issue is that GNC leaders were not identified as key decision-makers. The other issue is that no one holds the position of Director of Marketing and Public Relations. Based on best practices I suggest the following steps be implemented. The first step is to make their leadership more visible to increase their credibility. To demonstrate their industry expertise, NPOs should consider sharing their business insights, writing leadership articles for trade publications, and citing studies or data to back up their claims (Theaker, 2020). Including case studies and real-world examples in writing would bring it to life. GNC should disclose its coverage to all clients, stakeholders, the board of directors, and potential donors. The next step is to appoint a capable Director of Marketing and Public Relations, whose responsibility is to direct and supervise the creation and execution of marketing initiatives aimed at fostering public interest and building awareness of the brand (Dyer et al., 2002). For GNC, the individual in this position would oversee the creation of the company website, which would include a virtual tour, expert photography, and a Search Engine Optimization (SEO) campaign to boost online visibility and encourage practice expansion. They would also oversee all social media, using innovative techniques on sites like Facebook, Twitter, LinkedIn, and others (Hoyt organization, n.d.). Marketing There are two issues I would like to initially address in marketing. The first issue is that GNC does not appear to have a target audience. The second issue is that GNC does not have any social media presence. Based on best practices the first step for GNC is to determine its target market and concentrate its marketing resources and efforts on the areas where your goods and services are most likely to be purchased. GNC can improve the effectiveness of their message and better tailor it by keeping their audience in mind. They should deliver content that is shaped by the audiences they successfully address with their talks (Non-Profit Source, n.d.). The second step is to make your nonprofit marketing social media presence more accessible. Social media can help a nonprofit reach a large audience and diversify access to resources. Organizing content to be accessible increases viewership and shows your company’s dedication to inclusion and equity. NPO should make sure every video has captions. Captions enhance the user experience overall, as do many accessibility features. The fastest way to add captions is with auto-captioning (Appleby, 2016).

References Appleby, M. (2016). Nonprofit organizations and the utilization of social media: Maximizing and measuring return of investment. SPNHA Review , 12 (1), 4. Dyer, S., Buell, T., Harrison, M., & Weber, S. (2002). Managing public relations in nonprofit organizations. Public Relations Quarterly, 47 (4), 13-17. http://ezproxy.umgc.edu/login? url=https://www.proquest.com/scholarly-journals/managing-public-relations-nonprofit- organizations/docview/222392318/se-2 Klein, P., Mulligan, J., Oster, M., & Unterman, M. (2012). Reserves planning: A step-by-step approach for nonprofit organizations. Grant Thornton . https://na.eventscloud.com/file_uploads/97ee4b6aa2bf931481119c4922c4b7fb_ReservesPlann ingforNonprofitsfromGrantThornton.pdf Nonprofit Source. (n.d.). Get your small business on the map: 5 digital marketing tips. Theaker, A. (Ed.). (2020). The public relations handbook . Routledge. von Schnurbein, G., & Fritz, T. M. (2017). Benefits and drivers of nonprofit revenue concentration. Nonprofit and Voluntary Sector Quarterly, 46, 922-943. doi:10.1177/0899764017713876 West, A., & Ries, R. (2017). Top challenges facing not-for-profit CFOs today. The CPA Journal, 87(4), 6-8. Retrieved from https://www.cpajournal.com/

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