a.
Organization Goals—What your mission seeks to accomplish, your ultimate goals
 Raise Awareness of SNCRF services
 Increase donations
 Encourage patients to request doc offices to participate with our trials b.
Marketing Goals—What you hope to accomplish with marketing
 Raise funds to support clinical research

Educate public about our mission

Seek possible volunteers c.
Situation Analysis—What the conditions are inside and outside of your organization INSIGHTS
(Competitors, markets, policies, colleagues, etc.)
Other non profits , limited support from local councilman, lack of enthusiasm for clinical trials from healthcare providers. d.
Calls to Action — What you want your target audiences to do. Be specific.
Volunteer, donate, and support legislations favoring NCORP activities.
a.
Target Audiences and Segments—Whose help do you need and whom are you most likely to help?
How do your supporters break into segments with shared perspectives, habits, and wants?
We need help from : friends/families of patients, legislators, healthcare facilities, hospitals. We are most likely to help: adult and pediatric patients, alleviate work load from doctors and sites participating in clinical trials. b.
Point of View—What are your supporters’ and segments’ wants, habits, and preferences? INSIGHTS
Wants : Some people may have had a loved one suffer through cancer and want to feel a part of community. Habits: I am not sure what their current habits are. Preference: flexibility of their time , some form of appreciation for their contributions, and visible results to document success as a direct result from their hard work.

c.
Framing the Message—What is the benefit exchange and barriers to the call to action?
1.
Benefit Exchange: Why should your supports care? What’s in it for them?
Personal satisfaction or sense of accomplishement, feel a part of a large group /community working towards similar goals, social aspect of sharing interests/goals, and some do it in memory of someone they loved/cared for suffered through cancer.
2.
Barriers: What could prevent you from motivating your supporters to take action? lack of time to follow up, limited incentives for rewards, changes in people/organizations' giving patterns.
a.
Best Methods—How you achieve your marketing goals
What’re the best ways you can motivate your supporters to act? (Branding/positioning, message development, content creation, training, relationship building, community building, etc.)
Branding : we have new logo . Message Development : we have mission statement on all media sources. Content creation : under revisement. Training : volunteers are training as needed. Community building : we actively participate in public expos and forums for our industry. b.
Best Tactics—How you put your methods into action
How can you connect with your supports using these methods? What’s the nitty-gritty?
Projects are underway for a more focused social media approach. Nitty gritty is talent, time, and knowledgeable volunteers to implement thoughts into action. c.
Benchmarks and Measurement—How you achieve your goals and stay on the path to moving supporters
1.
Benchmarks: What are concrete, specific, and measurable steps to complete en route to achieving your marketing goals?

Delegate time every week to brainstorm with program coordiator on fundraising
 Publish public annoucements in local media
 Find interns/volunteers to brain storm fundraising ideas
2.
Measurements: How will you measure if you are in the right direction? INSIGHTS
Increase site participation for clinical trials to boost study accrual. Increase enrollement of patients on clinical trials. Successful fundraising . one additional volunteer with extensive background in web development.

a.
Resources—What it takes
1.
Roles and Responsibilities: Who does what? Should you use existing or new staff, or freelancers?
What social capital do you have such as board members, volunteers, or other connections?
Existing staff: myself and Program Coordinator -follow up with past donors , recruit new donors with community expos and other networking events. Board Members are not active in fundraising.
1-2 volunteers to help with fundraising and networking.
2.
Budgets: How much does your plan cost? How much time and training is needed?
Cost : we do not currently have the budget for fundraise. Time : once a week , approx. 4 weeks.
Training : as needed. b.
Step-by Step Work Plan—Where to start. Create a 30-day plan, then extend it to cover 90 days
What do you need to do to build understanding, approval, and participation in house? Then what?
To build understand, we can hold a staff meeting and do a short segment on things each of us can contribute to achieve our marketing goals. Approval is through Program Coordinator and Program
Administrator. Participation InHouse can be done with a group fundraising effort . cc: chris chen 1/27/2015