Strategic Planning and Organizational Growth

Situation

  • A non-profit provides support programs to the urban community, particularly the Latino community
  • The programs are generally designed with a spiritual component, however, they may be adapted for a secular audience
  • Most of the funding came from grants and foundations as well as a handful of donors
  • While those sources were still viable, the number and amount available was reduced and the competition was increased for these limited funds
  • The organization was only months away from needing a funding rescue
  • In order to increase revenue, the organization needed a better
  • understanding of the market and the competition as well as a more focused marketing plan targeting a much broader audience

Objectives

  • Assist in securing a grant to fund the project
  • Select and implement programs to drive revenue and growth
  • Develop a calendar and sample marketing collateral to kick-start growth

Approach

  • Conduct feasibility study
    • Develop market strategy framework
    • Value proposition
  • Define customer target segment
  • Conduct a marketing inventory
  • Develop marketing strategy and tactical plan
  • Develop annual calendar
  • Implement marketing plan
  • Review progress

Results

  • Increased demand for programs enabled the organization to hire 2 full-time staff and to look to hire one full-time person to manage each of 4 programs
  • Anticipation of an upcoming capital campaign to build a second building
  • “A year ago we barely could get one school to book a retreat and now we’re booked solid!”
  • “A year ago we were just trying to get word out, now we’re trying to take word back, we’re getting so many calls, sometimes we have as many as 3 retreats a week.”
  • The next step is to engage Apexx to develop a new website to manage donations, program registrations, and automate many of the tasks that require a lot of staff time