Marketing Strategy & Plans

Challenge
A national nonprofit was one of the first of its kind to introduce online giving. JustGive.org grew quickly and survived the dot.com crash but was faced with more competitors getting into the market. The nonprofit needed to solidify its leadership position and had no clear strategy, dedicated marketing department or plans.

Solution
Created a Comprehensive Marketing Communications Document in collaboration with Flyin’ West. This roadmap document—based on a competitive review and existing materials—defined marketing goals, positioning, a new tagline, target audiences and key messages.

Culver Communication & Marketing was then hired to develop a 12-month marketing calendar with opportunities identified by audience and channel and paced for optimal results.

The professional engagement was extended for seven years and resulted in raising more than $5 million from integrated marketing efforts: website, new products, promotions, email campaigns, digital and print ads, PR, social media, blogging, affiliate marketing, outreach, and RFPs. In addition, marketing increased the average donation by nearly 300% to $305.