Long Term Marketing Plan for NGO, Welfare Organization, Hospital

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Long Term Marketing Strategy Example

AHF offers services for children with special needs on international standards. The AHF has state-of-the-art campuses, the best learning environment, and lots of achievements. Now we are expanding and looking for further improvements. As a charity organization, all will be possible with the enhancement of funds, and for fundraising, we need to expand our promotional campaigns, advertisements, and donor list. 

The Resource Development Department is to raise the maximum number of Donors and give awareness about AHF through attractive marketing strategies.

Long Term Marketing Objectives:

Currently, we’ve around 3000 donors, but our target is to achieve 12,000 donors from Pakistan, and we love to add more national and international donors. The more donations we have, the more children we can serve, and we’ll utilize these donations to enhance the quality of our services and increase projects or branches in different areas too.

Our objective is not just donations; we want to be known worldwide by spreading awareness, and then we can help every disabled in many ways. To be on that level is difficult, but not impossible, and we need everyone’s contribution to achieve our goal. Serving our people should be easy if we get a continuous flow of donations, and for that, we need to build strong and confidence-based relationships with our donors. In this five years plan, our focus is to reach more and more people, and we’ll put in the best effort we can. From time to time, strategic improvements/updates are the core part of this plan. 

Marketing Plan for Year (Date)

Year of Branding & Investment

We shall develop brand based marketing strategies with the help of some leading media partners, agencies which includes:


Following media platforms are suggested to add to our Planning for the upcoming year with our limitations.

  • Social Media Strategies
  • Digital Media Strategies
  • Print Media
  • SEO, SEM, and Online Donations
  • BTL and ATL Activities

For (Date), we suggest the following strategic improvements as part of our fundraising campaigns around the year.

Redesign and Development

  • Marketing Campaigns with Motivational Contents for all RSE&WS projects.
  • Development of TVC to attract more audience
  • Paid TVC on Cable Channels
  • Daily Newspaper ads(at least 3) during Ramazan Campaign at least
  • Digital Billboards and Streamers
  • Radio Advertisement message and recordings
  • Social media campaigns shall be launched.
  • Development and publishing of success stories of children with special needs

Strategic Improvement Suggestions

  • Increase paid promotional streamers in Lahore from1,000 to 5,000
  • Increase billboards from 5 to 15
  • Increase the placement of donation boxes in shopping malls/supermarkets
  • We shall associate our institute with celebrities/volunteers if possible.
  • Life-changing and unique personal stories of special children should be published on blogs, Facebook, and Twitter (social media).
  • Follow up for our donors by emails, calls, and messages with a new mechanism.
  • Sports events and handicrafts shall be available for sale on the website to raise funds.
  • Invitation to maximum organizations/companies to visit and engage their employees with special children
  • School Campaigns can be launched with new schemes(events, fundraising)
  • Campaigns on Airports
  • Campaigns inside shopping malls
  • Campaigns by and for volunteers
  • Fundraising Dinner before every Ramazan
  • Strategies to overcome our week points

Long Term Marketing Budget Requirements:

  • The required budget shall be around Rs. 70,00,000/- for limited and result-oriented campaigns

Long Term Marketing Goals:

  • We can expect an increase in annual donors from 3000 to 4000

Marketing Plan for Year (Date)

Year of Digital Media, Social Media & Online Donations

Now when we have donors of around 4000, we shall improve our message and the patron of campaigns too. We should get the latest techniques to satisfy our donors in the best possible ways and make them believe that the donation served the rightest purpose. It will help us to make the donors more loyal, and word of mouth campaign can be expected. 

In addition to the previous years:

  • We should increase our budget by 20%
  • Increase in Tv Channels For TVs Like City 42
  • We’ll move towards online donations.
  • Budgeted Social Media, SEM Campaigns
  • Broadcast the radio ad in the timings of 7:00 am to 10:00 am because people go to the office and listen to the radio, and from 4:00 pm to 7:00 pm at the time when people go back home.
  • Extend the number of billboards from 15 to 25 and streamers from 5000 to 8000
  • Billboards and streamers in more areas (3D billboards)
  • Setting Targets for Online Donations according to budgets
  • Online Forum for Consultancy according to disabilities is suggested.
  • Video based success stories
  • Video guidance center
  • Fundraising for Inclusive School Project

Long Term Marketing Goals:

  • Working successfully shall increase annual donors from 4000 to 5500

At least 20% of the total additional fundraising in (Date) shall also be allotted for (Date) as an additional marketing budget.

Marketing Plan for the Year (Date)

Year of National Reach on TV Channels and Local Promotions

We should expand to other cities with promotional campaigns and an Increase in RD staff members. 

In addition to the previous years:

  • We Should increase our budget by 40%
  • Cities Include Karachi, Islamabad, Faisalabad
  • We should hire more resource officers.
  • TVc on selected national TV channels
  • Using more flyers>billboards>campaigns etc., in different cities of Pakistan.
  • We Should place our boxes in these cities.
  • We’ll increase our events and campaigns (schools, universities, etc.)

Long Term Marketing Goals:

  • Working successfully shall increase annual donors from 5500 to 7000

Marketing Plan for the Year 2021

Year of International Donations

With the suggested growth of last year, this year, we will be ready to develop a strategy for the collection of international donations a larger scale. 

In addition to the previous years:

  • Increase our budget by 20%
  • We shall increase the media channels to broadcast our TVC on PTV Global, QTV, GEO, ARY DIGITAL, HUM TV, Masala TV, and international markets.
  • Social media advertisements in selected international markets
  • At least one fundraising event in any other country.

Long Term Marketing Goals:

  • Working successfully shall increase annual donors from 7000 to 9000

Marketing Plan for the Year 2022

Year of Sustainability

In addition to the previous years:

Now we stand in a position where everyone knows us not only in Lahore in all over Pakistan and in the international market. If we keep improving our advertisements with stronger and more appealing content, people will get more influenced by the work of RSE&WS. We should also work on donor satisfaction at a greater level and need to prove their change in society. 

At this point, our responsibility will be increased for self-sustainability with strategic growth.

Long Term Marketing Goals:

With this gradual growth, we will achieve our target to increase from 9,000 to 12,000 donors.


Presentation on Long Term Marketing Plan is available at this link

Long Term Marketing Plan Presentation

Author: David Beckham

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