Strategic Market Plan
MKTG 3150 – Consumer Behavior
Kennesaw State University
Fantastic Team
❖ Salim Nasamu
❖ Damon Lewis
❖ Zach Michaelson
❖ Jaya Hardy
❖ Haley Ward
❖ Noah Mitchell
Executive Summary
● American Foundation for Suicide Prevention (AFSP Georgia)
● AFSP is committed to saving lives and bringing hope to those affected by suicide. A
vision of a world without suicide drives every angle of their work, from research and
education to support and advocacy1.
● Raising questions in scientific research, AFSP donors fund pioneering research projects
aimed at understanding the underlying causes of suicide, identifying risk factors, and
developing effective prevention strategies. By supporting cutting-edge research, they aim
to advance the field of suicide prevention and drive meaningful change2.
● Collective efforts have yielded significant results, empowering individuals, and
communities to recognize the signs of distress, access mental health resources, and
intervene effectively in times of crisis3.
● AFSP addresses the multifaceted challenges of suicide prevention. From educational
workshops and community outreach efforts to survivor support programs and mental
health advocacy, we strive to create a comprehensive network of resources and support
systems4.
● The demographics of the donors consist of upper-upper middle class within the age range
of twenty five-sixty five
● Netflix is the highest paying donor, bringing in around $250,000+5.
○ The top shareholders of Netflix are predominantly Caucasian.
○ Warner Media sits at one of the second highest donors, bringing in around
$100,000-$250,000.
○ Warner media consists of predominantly Caucasian shareholders.
● Opportunities and challenges :
○ Potential to diversify and expand into younger demographics
Prevention, Suicide. “American Foundation for Suicide Prevention.” Benevity Causes Portal,
2024, causes.benevity.org/causes/840-133393329
2
Prevention, American Foundation for Suicide. “American Foundation for Suicide Prevention
Announces Annual Research Grants Totaling over $9 Million.” PR Newswire: Press Release
Distribution, Targeting, Monitoring and Marketing, 5 Dec. 2023,
www.prnewswire.com/news-releases/american-foundation-for-suicide-prevention-announcesannual-research-grants-totaling-over-9-million-302001185.html.
3
Ayer, Lynsay, et al. “Preventing Youth Suicide: Potential ‘Crossover Effects’ of Existing
School-Based Programs - Prevention Science.” SpringerLink, Springer US, 9 Dec. 2022,
link.springer.com/article/10.1007/s11121-022-01473-2.
4
Industry, Firearm. “NSSF/AFSP Partnership.” NSSF, 24 Aug. 2023,
www.nssf.org/safety/suicide-prevention/nssf-afsp-partnership/.
5
Prevention, Suicide. “AFSP 2021 Annual Report.” The American Foundation for Suicide
Prevention, 2021, annual2021.afsp.org/donors.
1
○ Competition from other mental health organizations and economic factors that
pose challenges to donation levels and engagement.
Company/Organization
In 2021 over 48 thousand americans died by suicide, 1.7 million americans attempted
suicide, the American Foundation of Suicide Prevention is the reason why those numbers aren’t
higher. The American Foundation of Suicide Prevention was established in 1987 by Mariette
Hartley. It was founded to do research and educate people about suicide. Originally a small
group of people, who had all lost a loved one to suicide believed that this could eventually lead
to prevention. In the beginning the founding group was worried because the number of suicides
was steadily climbing.6 They were the first national non-profit that was funding suicide
prevention research. Since then they have established chapters in all 50 states.
The American Foundation for Suicide Prevention holds a huge part of of the market
share. While there is no way to calculate the actual number of people AFSP has helped ,but for
35 years they have been leading suicide prevention.7 In 2022 they brought in revenue of over 48
million dollars.8 This is a non profit organization so all of their revenue comes through grants
and donations. They use this money to educate and do research on mental health and how
peoples suicides can be prevented. Many of the donors are people who have lost a loved one to
suicide or even someone who may have been suicidal at one point. These people donate in hopes
that the foundation will prevent anyone else from taking their own lives. Their market share is on
track to grow, by 2025 they plan to reduce the the american suicide rate to 20%.
Their financial status of the American Foundation for Suicide Prevention were great for
the 2022 year. Their financials increased positively from 2021 to 2022. They had over 12 million
dollars in cash on hand at the end of the year. They had over 72 million dollars in total assets.
They had 11 million dollars in liabilities in 2022 which was lower than the liabilities in 2021.
They have a very good asset to liability ratio. 9Overall their financial status looks incredible, they
have low liabilities, lots of cash on hand, and if they continue the trend they'll have a higher
number of assets and a lower amount of liabilities next year.
The American Foundation for Suicude Prevention’s main service it provides is support,
education and a listening ear. The support and listening ear saves lives. This foundation is
targeted to help people who are considering suicide and provies resources to help people. Manyy
people who are considering suicide just want to be heard, this foundation provides that. Their
mission statement is, “AFSP's mission is to save lives and bring hope to those affected by
“About AFSP.” American Foundation for Suicide Prevention, 30 Aug. 2023, afsp.org/aboutafsp/#:~:text=supporting%20diverse%20communities,The%20history%20of%20AFSP,be%20sustained%20into%20the%20future.
6
“AFSP 2022 Annual Report.” The American Foundation for Suicide Prevention, annual2022.afsp.org/.
Accessed 16 Feb. 2024.
7
Andrea Suozzo, Alec Glassford. “American Foundation for Suicide Prevention - Nonprofit Explorer.”
ProPublica, ProPublica, 9 May 2013, projects.propublica.org/nonprofits/organizations/133393329.
8
9
Datocms-Assets, www.datocms-assets.com/12810/1682349671-american-foundation-for-suicideprevention-and-subsidiary_22-fs_final.pdf. Accessed 16 Feb. 2024.
suicide. We fund research to improve interventions, train clinicians in suicide prevention, and
advocate for policy that will save lives.”10 They educate people on mental illness in the hopes that people
will see the signs early on and prevent someone from taking their own life. They provide education about
suicide in workplaces, schools and other communities throughout the US. They bring people together, and
allow people to share their stories. It helps let people know that they are not alone, and that people care
about them and have their back. People can hear and hear people that have been through their own trials
and tribulations. Their goal is to bring people together and reduce the number of people who take their
own life.
Strengths
Another huge strength of theirs is support. This foundation receives a lot of support
because many people have been directly and indirectly affected by someone taking their own
life. Nobody wants to see someone lose a family member, friend or loved one to suicide. People
donate lots of money to keep this business running smoothly, because if people have nobody to
talk to they may end their own lives.
Weakness
A weakness is that people who need help may not always be able to travel in person to
talk to someone face to face. There is at least 1 center in every state, but sometimes they are too
far for people to travel. A lot of people are more comfortable talking to someone in person, but
due to the distance they might not be able to make it.
Opportunities
As unfortunate as it is, many of the people committing suicides are teenages or young
adults. A great opportunity would be to have someone come speak at every school and college in
the United States. It would take a lot, but it would be amazing for brand awareness and would let
these people know that someone is there to listen if they need to talk.
Threats
One of their threats would be other companies. They have to have great marketing and
make sure they do great work, because there’s many companies and foundations that do the same
thing. Many people would ask “Why would I donate to you instead of the other foundation?”
Another one would be bad fundraising, if they can't keep bringing in as much money as they do,
or people stop donating they may not be able to keep doing the great work they do.
Current Customers
Overview
The American Foundation of Suicide Prevention also known as AFSP has a particular
target market. This can be found by looking at their demographics, current and previous donors,
and their advertising. 11The donors are typically between the age of 25 to 65. They are classified
in the upper – middle class to the upper - upper class. We can describe their demographics by
“Our Work.” American Foundation for Suicide Prevention, 14 June 2023, afsp.org/ourwork/#:~:text=AFSP%27s%20mission%20is%20to%20save,policy%20that%20will%20save%20lives.
10
11
Who gives most to charity?. Philanthropy Roundtable. (2023, November 20).
https://www.philanthropyroundtable.org/almanac/who-gives-most-tocharity/#:~:text=People%20are%20generally%20more%20philanthropic,26%2D45%20years%20old.)
analyzing that first they have higher than average education and income. 12They are experiencing
financial stability; most donors donate 3-5% of their income. 13The wealthier donors give about
10-15% of their income. The donors prefer to be socially active and want to give back to the
community/partake in social causes. Both male and females give almost equally to the
foundation. The donors place emphasis on the importance of mental health and have a concern
for it. They most likely have had a family member or a friend who struggled with mental health,
or is someone who has likely experienced or has known someone close to them who was affected
by suicide.
Strengths
When it comes to the strengths of the American Foundation of Suicide Prevention current
donors there are three major strengths that come to mind. The social impact/influence, the
finances, and the support from people/the community. They influence donors and others to
support the cause. They engage in the community through events and online platforms like social
media. 14They have current trending hashtags like #mentalhealth4all that has 5.5k followers and
a reach of 7.8 million people. The donors are involved in events like walks that rally support are
actively involved in the community. The donors live a lifestyle where they like to partake in
social causes and seek change. They are willing to take the time and money to support such
causes that they feel are important. Next is financial stability, most people in the upper to middle
class have more of a stable income and have the ” disposable” income to give money to causes
they believe in. 15They most likely live by the 70%,20%,10% rule. You have 70% of your
income to spend, you save 20%, and you give or donate 10%.%. Finally, is the support from the
community/people. 16The current target market of AFSP is likely to have a personal connection
with the cause like losing someone to suicide or mental health issues or knowing someone who
was affected by suicide or mental health issues. This makes them more dedicated, supportive,
and willing to donate to the American Foundation of Suicide Prevention.
Weaknesses
The current donors of the American Foundation of Suicide Prevention has two
weaknesses in their current target market. The first being they are establishing only a limited
12
Schulte, T. (2023, February 21). Charitable giving statistics for 2023. Define Financial.
https://www.definefinancial.com/blog/charitable-giving-statistics/
13
Who gives most to charity?. Philanthropy Roundtable. (2023, November 20).
https://www.philanthropyroundtable.org/almanac/who-gives-most-tocharity/#:~:text=People%20are%20generally%20more%20philanthropic,26%2D45%20years%20old.)
14
AFSP 2021 Annual report. The American Foundation for Suicide Prevention. (n.d.).
https://annual2021.afsp.org/campaigns
15
SoFi. (2024, January 21). What is the 70-20-10 budget rule? how does it work?
https://www.sofi.com/learn/content/70-20-10rule/#:~:text=The%2070%2D20%2D10%20budget%20formula%20divides%20your%20after%2
D,money%20on%20a%20daily%20basis.
16
7 reasons why donors give + how to appeal to their motives. 7 reasons why donors give & how to
appeal to them. (n.d.). https://www.bonterratech.com/blog/7-reasons-why-donorsgive#:~:text=Donors%20have%20a%20personal%20connection%20to%20your%20purpose.&text=Or%2
0maybe%20the%20monthly%20donors,your%20cause%20are%20incredible%20advocates.
reach. They only target their specific demographic which could limit the outcome of the goal.
17
Boomers (1946-1964) and mature (born before 1946) are the largest group of donors; many
organizations try to focus on getting large donations from them. 18Boomers specifically
contribute 43% of all donations throughout the year. In this case most would think it is good to
focus on this generation as they are the largest donor. 19But by 2061 Gen X and millennials are
set to inherit almost $59 trillion of their boomer parents. This would change the market
completely. In addition to this dependency becomes a huge weakness for AFSP current donors as
it relies heavily on only their current target market/donors. But over time everything Is bound to
change. Relying on the donations of one demographic can be risky as overtime and when money
is passed down and inherited by a younger generation the donation behavior will change.
Opportunities
While there are some weaknesses to the current donors of the American Foundation of
Suicide prevention this can lead to great opportunities for the foundation. They have the
opportunity to diversify the current customers. They can target new demographics and reach
more people. By reaching a new demographic they will open up a new revenue stream for
donations. If they target the younger generations like Gen X, Millennials, and eventually Gen Z
they will get ahead of the game. They can build a relationship now with these generations that
may in return make yearly donations later on especially when they become more financially
stable. 20With this they have the opportunity to expand into the digital market to reach new
demographics, reach a younger audience, and reach more people than ever all at once. With an
opportunity like digital marketing you can open your audience up to not just a national market
but a global market. 21It helps spread brand awareness like never before through Social Media.
Threats
Threats occur with any current customers for the American Foundation of Suicide
Prevention current donors, they occur in the form of competition for attention and economic
factors like inflation. In today’s technological world the most important thing to any business or
17
Haddad, D., & Haddad, D. (2023, July 12). A look at generational giving donor trends and influences.
NonProfit PRO. https://www.nonprofitpro.com/post/a-look-at-generational-giving-donor-trends-andinfluences/
18
Haddad, D., & Haddad, D. (2023, July 12). A look at generational giving donor trends and influences.
NonProfit PRO. https://www.nonprofitpro.com/post/a-look-at-generational-giving-donor-trends-andinfluences/
19
Haddad, D., & Haddad, D. (2023, July 12). A look at generational giving donor trends and influences.
NonProfit PRO. https://www.nonprofitpro.com/post/a-look-at-generational-giving-donor-trends-andinfluences/
20
Carnes, L. H. (2023, August 22). Digital Marketing for nonprofits: A complete guide.
www.arcstone.com. https://www.arcstone.com/digital-marketing-for-nonprofits-a-completeguide/#:~:text=Raises%20Awareness,word%20about%20what%20you%20do.
21
Carnes, L. H. (2023, August 22). Digital Marketing for nonprofits: A complete guide.
www.arcstone.com. https://www.arcstone.com/digital-marketing-for-nonprofits-a-completeguide/#:~:text=Raises%20Awareness,word%20about%20what%20you%20do.
organization is staying relevant. 22With many other organizations competing for donations,
keeping engagement and relevance can be challenging. Digital marketing can be used to combat
this. 23Next is economic factors when the economy fluctuates and changes it can indirectly
impact donations. Changes in economic factors forces change and people to be innovative with
their approaches to keep donors. When inflation occurs it can decrease the amount of money one
is able to donate and it will force the donors to be approached differently as most may not be
able to donate like before.
Competition
Crisis Text Line
Founded in 2013, Crisis Text Line is a non-profit organization that provides free, 24/7
high quality, text-based mental health support and crisis intervention by empowering a
community of trained volunteers to support people in their moments of need. Crisis Text Line
has trained over 65,000 volunteers in the United States since launching the service almost a
decade ago. Their mission is to promote awareness for mental well-being for people wherever
they are, with the vision of an empathetic world where nobody feels alone.24 In 2020, Crisis Text
Line supported 843,982 texters in crisis exchanging nearly 48 million messages through 1.4
million conversations between texters and crisis counselors.25 Their services are available 24
hours a day throughout all of the United States, Canada, UK, and Ireland.
Strengths
Since Crisis Text Line is one of the nation’s largest text-based crisis-intervention
services, they have many strengths. One of their strengths is that not only is this service just in
the U.S they also have it in other countries such as Canada, UK, and Ireland. With the service
just not being in the U.S it allows more people from other places to also be able to use it. Since
it’s able to be used outside of the U.S they have been able to develop a strong user base that
consists of local and international users. Another one of their strengths is that they are there to
talk about anything such as anxiety, depression, suicide, and even school. They are there to talk
and help you about any crisis you may have. As for volunteers, many have said because of their
crisis text line experience they have been able to improve their own mental health and deal with
life challenges. 80% of surveyed volunteers found that volunteering at Crisis Text Line affirmed
22
Schiffer, H. (2023b, September 6). Council post: Nonprofits: How to stay relevant in a competitive
marketplace. Forbes. https://www.forbes.com/sites/forbesnonprofitcouncil/2023/09/05/nonprofits-how-tostay-relevant-in-a-competitive-marketplace/?sh=1462cb6e34e4
23
Lyons, J. (2023, June 26). How much does the economy actually affect fundraising?. PRIDE
Philanthropy. https://pridephilanthropy.com/blog/how-much-does-the-economy-affectfundraising#:~:text=Flexibility%20and%20Innovation,strategic%20with%20their%20fundraising%20efforts
24
“About Us.” Crisis Text Line, 24 Mar. 2021, www.crisistextline.org/about-us/.
Sus, Viktoryia. “Viktoryia Sus.” Social Impact Guide, 1 Aug. 2023, socialimpactguide.com/journal/bestcharities-prevent-suicide/.
25
their humanitarian values, and 40% attribute a stronger sense of belonging to their
communities.26
Weaknesses
Despite the strengths that they have, there are some weaknesses as well. With Crisis Text
Line being a text only service there are some potential downsides to this. With texting you’re not
able to hear the tone of voice or the facial expressions of the person which can make it difficult
for operators to fully understand the situation. Also, with delays in between messages can make
it difficult for the counselors to respond quickly and effectively.27
Opportunities
A good opportunity that they can do to expand their service is to be able to provide it to
even more places around the world. Making it as global as possible since their goal is to provide
help for everyone everywhere. That would surely bring them even more business and have more
volunteers from around the world because so many people everywhere deserve the help they
need. They also have a lot of presence on social media so they can use that as an opportunity to
use influencers to get the word out more and in turn getting more volunteers and users.
Threats
A big threat that this company could face is the potential for customers' data to be leaked.
If someone’s privacy was invaded from what they shared to a crisis counselor, many people
would not trust to give their information to them anymore which would ultimately not get them
the help that they need or just use another service instead. Crisis Text Line states that they
guarantee that your information is kept private and anonymized but studies have shown that it’s
easy to track down someone’s identity even if it’s anonymized. On average, you could be
correctly located in an “anonymized” database 81% of the time.28 This could be a big threat for
the company since this could make users untrustworthy of the service.
National Institution of Mental Health
Strengths
A few strenths of the National Institution of Mental Health are they have more a versatile set of
information because they are not just focused on suicide prevention, but mental health as a whole. They
are a Government funded organization, so they don’t have to raise money because the governments fund
them, and this allows them to do research on more than just suicide prevention. Each section has statistics
on how their clients have been affected over the years. These testimonies are good for new client inquiries
because it lets you know how effective the services that they provide are.
Weaknesses
The first weakness that I noticed was that the interface is dull, and a bit outdates, so may be hard
to navigate for someone who is battling suicidal thoughts. People may get lost in all of the information
26
A Decade of Impact Report, www.crisistextline.org/wp-content/uploads/2023/10/A-Decade-of-ImpactReport.pdf. Accessed 16 Feb. 2024.
Nelapudi, Moses. “Crisis Text Lines Don’t Work.” The Michigan Daily, 3 Apr. 2023,
www.michigandaily.com/opinion/crisis-text-lines-dont-work/.
27
Jee, C. (2020, April 2). You’re very easy to track down, even when your data has been anonymized.
MIT Technology Review. https://www.technologyreview.com/2019/07/23/134090/youre-very-easy-totrack-down-even-when-your-data-has-been-anonymized/
28
that is on their website, and forget why they were there in the first place, so the interface being a bit
harder to navigate is not in their best interest. Their website is also wordy, and since Covid29 occured
people generally have shorter attention spans, and are not willing to read the fine prints. This may cause
someone battling mental health issues to lose focus, and no longer want to seek help.30
Opportunities
Mental health is a challenge to keep up with in today's world, so I can imagine there is an influx
of people looking for help which will surely bring business. The fact that their institution targets all kinds
of mental illnesses creates the opportunity to help a variety of people in a variety of ways suicide
prevention being one of them. Also, they are an active company in the media, and have a good reputation
in the mental health care industry which creates more opportunities for the people who are seeking help
virtually. Offering online therapy sessions is a huge opportunity because it allows the company to be
more flexible with their scheduling
Threats
Influencer culture could be threatening because there are gurus on the internet who think they are
licensed therapists when in reality they are not.31 People may neglect getting help, and turn to a lifestyle
full of consumption that relies on scrolling32 on the internet to find answers when in reality there are
licensed professionals who can provide help. On the downside the information on the internet is free, and
therapy can be a bit more pricey. Another threat is other mental health care companies with more user
friendly appealing interfaces like the American Foundation for Suicide Prevention
Conditions
Conditions are factors that are beyond the industry’s control, encompassing aspects like economic trends,
the physical environment, technological progress, and legal and regulatory framework.
Strengths
The increasing awarness and recognition of mental health issues have led to a growing demand
for suicide prevention services. This shift in societal attitude is crucial for organizations aiming to expand
their impact in mental health care. Furthermore, advancements in technology have been pivotal in
enhancing outreach and intervention strategies. I find that college students are quicker to check Facebook
and Twitter statuses than their email, so using “social media has been one way for us to promote and
29
Pew Research Center. (2023, March 2). Mental health and the pandemic: What U.S. surveys have
found | Pew Research Center. https://www.pewresearch.org/short-reads/2023/03/02/mental-health-andthe-pandemic-what-u-s-surveys-have-found/
30
Mental health by the numbers | NAMI: National Alliance on Mental Illness. (n.d.).
https://www.nami.org/mhstats
31
The Annie E. Casey Foundation. (2023, March 17). A profile of youth and young adults in Atlanta.
https://www.aecf.org/blog/a-profile-of-youth-and-young-adults-inatlanta?msclkid=b7f1e28b552011a53d6b8745ded3c948&utm_source=bing&utm_medium=cpc&utm_ca
mpaign=Blog%2023&utm_term=youth%20demographics&utm_content=Youth%20in%20Atlanta
32
Robins, L. N. (1981). National Institute of Mental Health Diagnostic interview schedule. Archives of
General Psychiatry, 38(4), 381. https://doi.org/10.1001/archpsyc.1981.01780290015001
distribute information on healthy living and outreach events''33. These technological innovations have
significantly improved the effectiveness of online counseling and communication within the mental health
industry. This effort not only suggests the strengths and adaptability of the sector but also positions it
favorable to tackle complex challenges associated with suicide prevention.
Weaknesses
Despite these strengths, several internal and external challenges persist in this industry. The
stigma surrounding mental health and suicide remains a significant barrier, often deterring individuals
from seeking the help they need ir accessing available resources. Additionally, the mental health sector
suffers from insufficient funding and resources, leading to gaps in service provision and reduced
accessibility for those in need. Identifying and reaching high-risk populations, such as marginalized or
isolated communities, is also a challenge. In a study found, the association between people perception of
social isolation and worsened outcomes of mental disorders can explain the outcomes of suicide34.
Limited outreach efforts and awareness campaigns amplify this issue, leaving the most people in need ,
difficult to help.
Opportunities
Opportunities for growth and enhanced impact are abundant. Expanding suicide prevention
programs and services into underserved communities or regions with high suicide rates gives a chance to
save lives as well as increase the overall effectiveness of prevention efforts. The integration of technology
and digital platforms, including mobile apps for mental health support and online support groups, offers
innovative ways to extend reach and improve engagement35. Moreover, collaborations with
schools,workplaces, and community organizations to implement comprehensive suicide prevention
strategies could significantly promote mental wellness and prevent suicide across multiple facets of
society.
Threats
The sector faces considerable external threats that could impact the effectiveness and
sustainability of suicide prevention initiatives. Changes in government policies or shifts in funding
priorities pose a risk to the ongoing availability of crucial services. The increasing prevalence of mental
health disorders and associated risk factors like substance abuse and social isolation, presents ongoing
challenges to prevention efforts36. Additionally, widespread misinformation and a general lack of
education about suicide prevention may hinder public support and engagement, critical components for
the success of these initiatives.
33
How Does Technology Affect Mental Health? (2023, July 14). Bradley University Online.
https://onlinedegrees.bradley.edu/blog/how-does-technology-affect-mental-health/
34
Wang, J., Mann, F., Lloyd‐ Evans, B., Ma, R., & Johnson, S. (2018, May 29). Associations between
loneliness and perceived social support and outcomes of mental health problems: a systematic review.
BMC Psychiatry. https://doi.org/10.1186/s12888-018-1736-5
35
Mann, J. J., Apter, A., Bertolote, J., Beautrais, A., Currier, D., Haas, A., ... & Hendin, H. (2005). Suicide
prevention strategies: a systematic review. Jama, 294(16), 2064-2074.
36
Drake, R. E., & Latimer, E. (2012). Lessons learned in developing community mental health care in
North America. World Psychiatry, 11(1), 47-51.