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Table of Contents
- Campaigning Cost
- Required Budget
- Past Campaign
Advertising has long been the lifeblood for industrial growth. Charity advertising is remarkably similar. Audiences see them repeatedly, perhaps on daily bases. Human Psychology, through its research on marketing, has extensive applications to aid advertising and its compliance with donation requests. Donation is usually predicated on the seeking of a reaction to a serious human condition. Two principles apply almost every time.
Firstly – it’s crucial to create an emotional connection
Secondly – the call to action must be extremely clear
This immediately makes donation a personal matter involving emotions and value judgments. Henceforth, crafting extensive and constant charity campaigns leverage a donation based organization like AHF to build awareness, tell stories and drive in pro-social behaviour, inclining respondents to donate.
The current year’s Ramadan was a challenging for the RD to meet the targets due to emerging market players with huge investments on the advertising. The monthly expenses, of both the RSI campuses (D.H.A and Mughulpura), are Rs. 90,0000 and these expenses are rapidly increasing. This year those donors who used to donate 1,00,000/- are now donating lesser. Hence, to reach maximum growth targets for the coming year, AHF needs to deploy a strategic advertising strategy that leverages multiple advertising mediums in unison to build awareness and increase fund generation.
We are hoping a 30% discount in all the rates mentioned above as a charity organization. Still above budget is too high for us to afford but we will go with selected options and We request you to allocate minimum
Rs. 7 Million
as Marketing budget for the year 2017-2018 in addition to our previous spending’s that are almost 3 million.
During Ramadan 2017 AHF displayed 1000 streams in the D.H.A and Lahore cantt, Wateen telecom ran a documentary about AHF on their cable channel (FOC), displayed 5 billboards and 60,000 letters/brochures were sent to homes. The total material cost of all the advertising activity was around Rs 30,00,000/- however most of the material was sponsored. Furthermore, the total funds generated from this campaign were Rs 3 Million
With the above budget we will be able to achieve 50 million rupees additional income for AHF
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