Collaborative Session 1: Select a CBO and arrange a meeting with the supervisor of the CBO
Task A: Select a Community Benefit Organization (CBO).
! Students may already be familiar with an organization they’d like to work with. Instructors may also recommend CBO’s.
! Students may also meet CBO’s by attending the Community Services Fair, which is usually held at the beginning of each
semester. Your instructor will provide details regarding date and location.
! A list of approved organizations is provided on the Marketing Department’s SL Website. Check to see if the CBO you’d like
to work with is on the list. If it is not, check with your instructor to be sure it will qualify. (See previous page for
information about types of CBO’s that do / don’t qualify.)
Task B: Arrange a Meeting with the CBO Supervisor.
• You should call and/or send an e-mail to the CBO supervisor of the project and arrange for the initial meeting. This meeting
should take place as soon as possible. You should print the blank Service Learning Plan form and take it to the initial
meeting with project supervisor. This form is accessible through the link already provided. The individual Service Learning
Plan should be signed by the CBO supervisor during the initial meeting session and be turned in before the start of
collaborative Session 2. You may not start work on the project without submitting the signed Service Learning Plan.
It is important that students learn as much as possible about their CBO prior to visiting their site supervisor. Review the
CBO’s website, publications or brochures, and the annual report. Preparing for meetings ahead of time will increase
students’ ability to gain information required.
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Task C: Submit your signed, individual Learning Plan to your instructor.
! Students may not start work on the project or begin volunteer hours without submitting the signed Service Learning Plan.
! The learning plan MUST specify the marketing-related tasks EACH student will perform for the required 10 hours of service.
Submit your signed, individual Learning Plan form to your instructor by Wednesday, February 21, 2018.
Collaborative Session 2: Provide an organizational description of the CBO, an analysis of their financial
situation and financial stability, and an assessment of their current marketing situation using a SWOT Analysis.
The relevant information should be gathered from the CBO’s web site, their annual report (if available), the
company’s profile on Guidestar, and the initial meeting with CBO supervisor. Students are encouraged to
learn as much as they can about the organization BEFORE visiting.
(Suggested Length: 5 – 7 pages.)
Task A: Overview of the organization. Provide background information and an organizational description for your CBO. Each
team member should come to this session prepared by providing his/her answers to the following questions:
! Provide a brief outline of the organization’s history. Why was it founded?
! Explain the CBO’s mission and vision.
! Explain the organizational structure and parties involved in decision-making. Specify the role of volunteers and the
organization’s Board of Directors (if they have one). If your CBO is a “branch” of a national organization, focus on the local
! Explain the current services offered by the CBO and how they are delivered.
! Provide a brief description of those who use the organization’s services. (You will go into more detail about the CBO’s
clients / customers in the next section.)
Task B: Explain the CBO’s sources of funding and areas of expenses. You may find information from annual reports or financial
statements from your CBO and through the Guidestar website: https://www.guidestar.org
Step 1: Form a Team & Select a CBO
• Major Sources of Revenue: Consider the following sources of revenue and discuss which ones your CBO relies on and what
percentage of total funding each represents:
! Does the organization charge for services? If so, describe the how pricing works (sliding scale, flat fee, by-thehour,
! Does the organization sell anything? The Goodwill, for example, sells products.
! Donations: Describe major sources of donations, including individual or corporate donations.
! Fundraising: Many CBO’s hold fundraisers that account for a significant amount of revenue. Describe the
events and their profitability.
! Grants / government funding: Does the CBO receive grants from local, state or federal government sources?
Identify the agency or organization providing such grants and the purpose of the grants.
• Major Sources of Expenditure: Discuss where the organization spends its revenue and what percentage of total expenses each
represents. Information available should allow you to determine:
! Salaries and benefits
! Fundraising expenses
! Program expenses
! Administrative expenses: A key metric for CBO’s is the amount of administrative expenses incurred as a
percent of total expenses. Determine this percentage for your CBO.
• Financial Trends: Discuss financial sustainability. Is the CBO financially stable, declining, or growing? The Guidestar website
may provide a financial history of the organization’s net income year-over-year.
Task C: SWOT Analysis (Strength, Weaknesses, Opportunities and Threats). Perform a SWOT analysis for your CBO. For a
guideline, see Chapter 2, page 22 of the textbook. A suggested format follows:
! Use the four-quadrant grid to identify key elements for each area.
! Then, analyze the contents of your grid discussing the key issues you discover using the framework.
! Explain how this CBO differs from similar organizations that provide similar services (their competition).
Collaborative Session 3: Discuss in detail the clients served by the CBO and the CBO’s other key stakeholders.
Identify and discuss the CBO’s marketing objectives.
(Suggested Length: 3 – 4 pages.)
Task A: Describe the organization’s stakeholders. For each of the groups identified, create as complete a profile as possible,
including demographic, geographic, lifestyle, or other characteristics. What makes members of the group similar (a shared
perspective, similar socio-economic background, facing similar challenges)?
• Clients: Provide a description of those served by the organization. Discuss the diversity present in the client base and how
that diversity may present challenges for the CBO. (Are there different cultures and languages the CBO may need to
consider? Are there characteristics of clients that make them reluctant to use the service?)
• Volunteers: How large is the role of volunteers in sustaining the CBO? Consider the number of volunteer service hours of
provided annually. What is the profile of the average volunteer? Why do they volunteer? Describe any special
qualifications volunteers must have.
• Donors: Describe the individual and corporate entities that provide funds through donations and/or who support fundraisers.
• Other: If your organization requires things like donated blood (the Blood Bank) or donated goods (the Goodwill), describe
the profile of those who donate.
Task B: Clearly state the CBO’s marketing objectives. Based on information from the CBO supervisor, state the specific
marketing objectives the CBO wishes to achieve for the next year or two. Including measures of success is CRITICAL as
these objectives drive the remainder of your marketing plan. Refer to Chapter 2, page 25. If a CBO’s marketing objectives are
vague or unclear, it is up to the student team to fully define appropriate objectives and your instructor may be of significant
help in this area.
Good examples of marketing objectives:
• Hold a specific number of fundraising events to achieve a certain dollar profit.
• Expand existing services to an underserved geographic area (specify location).
• Expand the client base to include a new segment or group of clients (i.e., clients who don’t speak English).
• Develop and offer a new service (specify the service) to existing clients.
• Increase volunteer retention or increase volunteer hours by a specific amount.
• Obtain grant funding for a specific purpose.
Poor examples of marketing objectives:
• Increase awareness of the CBO
• Improve the CBO’s social media presence
• Increase the CBO’s net income
• Obtain more volunteers
• Make the website more user-friendly
Remember a meaningful objective should:
• Identify specific groups targeted for action. To whom will we provide the service? From whom are we soliciting donations?
• Be realistic. The objectives must have a way to be implemented. The funding, staffing, or volunteer resources required must
exist or the team must identify how they will be obtained.
• Be measureable and time-specific. For example an objective that is measurable and time-bound is: Increase the number of
volunteers who provide 10 service hours per week by 10% (10 people) in 2016 and by 15% (15 people) in 2017. Note the
percentage goal is explained in a quantifiable number as well.
Students will submit the work they have completed on their project after Session #3 – On or before March 14.
This check-in will allow students to receive feedback from the instructor to facilitate success with the final project.
Your instructor may require you to re-submit the marketing objectives until they are well stated and complete.
Collaborative Session 4: Propose your own new service or product offering(s). Develop the tactics you’ll use
to achieve the marketing objectives stated in #3 above (the steps you’ll take to implement the objectives).
(Suggested Length: 2 – 4 pages.)
Task A: Develop a new product or service offering(s). Students should think creatively about what additional services or products
the organization might offer or what new ways the organization might reach clients with existing services. Students’
proposals must be relevant to the organization’s clients, aligned with its mission, and feasible to implement. Each team
member should bring his/her own idea for a proposed new service offer. The team should agree on ONE idea to develop.
Include an estimate of how many additional clients will be served and / or how much additional revenue will be raised. The
new offer must include recommendations for implementation – how will the service be delivered, what additional funding
will be required, what additional staff will be needed, etc.?
Task B: Identify Tactics to Achieve or Implement Marketing Objectives. Choose the one or two most important marketing
objectives from Section #3 (or from your own new service idea above) and determine the steps required to achieve the
objective. These steps will form an “implementation plan.” Examples follow.
• Marketing Objective: Increase donations by 20% ($50,000) in 2017 through increased participation / attendance in 3
o Tactics to achieve this objective might include:
! Create a project plan assigning responsibilities for each fundraiser.
! Obtain additional volunteers to assist with events.
! Create communications to previous attendees with a special offer for early sign-up.
! Perform research to create a list of new businesses and individuals to invite.
! Increase silent auction items by 25% at the main fundraiser.
• Marketing Objective: Establish a site from which to deliver services to clients located in Sanger and Selma.
o Tactics to achieve this objective might include:
! Determine location for new services delivery (sharing office space, leasing office space).
! Determine additional staff or volunteers required.
! Create a sliding scale of charges for service.
! Assess costs associated with new location and explain where funding will come from.
! Identify how many people will be served each month during the first year.
NOTE: You will prepare a marketing communications plan to support your tactics or objectives in the next section, so any
details about advertising and communications can be addressed in the next section.
Collaborative Session 5: Develop the CBO’s promotional goals and integrated marketing communications plan
to support your marketing objectives. Discuss the activities each individual performed during their 10 hours of
(Suggested Length: 2 – 4 pages.)
Task A: Develop promotional goals. For guidelines refer to Chapter 15, pages 267-268 (Goals of Promotion) and pages 273-275
(AIDA Model and IMC). Create promotional goals that will specifically support your marketing objectives. Examples:
• Increase awareness with a specific group or groups about the new services available (inform)
• Increase attendance at 5 fundraising events (persuade)
• Present a constant and consistent message about the organization’s need for in-kind donations (remind)
• Build relationships with potential volunteers by increasing the CBO’s presence on social media (connect)
Task B: Develop the traditional media and social media plans and timeline. (Refer to Chapters16, 17, &18.) Determine which
communication channels (media) will be used and how frequently they will be used. The media plan MUST be appropriate to
the target audience and MUST support your marketing objectives and tactics. Consider the opportunities and keep in mind the
costs of each media selected. Examples:
• Many media provide Public Service Announcements (PSA’s) and assist with the development of ads
• Free publicity in the form of articles or mentions created by press releases is cost-effective
• Direct mail to targeted zip codes / Direct email to targeted segments
• Newsletters from the organization – digital and “snail mail”
• Collateral material – brochures, flyers, posters – digital and printed
• Speakers’ bureaus – many CBO’s utilize volunteers to speak to service organizations like Rotary Clubs
• The organization’s website – Is it easy to navigate? Can people donate online? Is it search-engine-optimized?
• Social media – what is the right combination? Remember the demographics of certain social media platforms are highly
skewed to younger audiences. And any platform selected must be managed consistently
• Paid digital and traditional advertising, including search
An effective way to describe how each media will be used is suggested below. Use an Excel sheet or Word table to detail the message
content and release dates recommended for a specific time period. This format allows you to see the interactions and integration
among the various elements of the mix; it also allows you to estimate the workload of managing the media mix.
Media Month 1 Month 2 Month 3
Website Re-design site to optimize search
Add capability to accept online
Measure online donations.
Create PSA about May fundraiser
using newspaper resources.
Run PSA for May fundraiser 8
Print PSA 4 times
Measure inquiries from ad.
Task C: Student volunteer activities. Students are required to complete 10 hours of marketing-related volunteer work for their
CBO. Generally, the tasks performed are promotional in nature. Accordingly, students will discuss the work they each
completed and explain how it aligns with the CBO’s marketing objectives and / or promotional goals. Include:
• A clear description of what each member of the team did for the 10 hours of volunteer work.
• How the activities aligned with and supported the CBO’s marketing objectives.
• What specific results each student achieved through his / her activities.
Collaborative Session 6: Develop the CBO’s evaluation & control plans. Create an executive summary.
Task A: Develop the CBO’s evaluation / control plans. Refer to Chapter 2, page 27 – 29. It is important to measure the progress
toward achieving marketing goals. Determine how to evaluate or assess progress toward implementation of marketing tactics
and the marketing communications plan to allow for course corrections. How can we tell if we are “on track” toward
achieving our objectives?
• Measure the increase in phone calls resulting from advertising our services to a new audience.
• Measure the number of new volunteer sign-ups on a quarterly basis.
• Measure the number of sign-ups for a specific event 8, 4, and 2 weeks before the event.
• Assess progress on implementation tactics on a monthly basis to determine if we are achieving key dates for deliverables.
Task B: Develop an executive summary. This section summarizes the longer report in such a way that readers can rapidly become
acquainted with the key points of your marketing plan through a brief overview. Your executive summary should be NO
LONGER than 1 – 1 1/2 pages. The Executive Summary is placed AT THE BEGINNING of your paper.
o Very briefly discuss the organization and the critical problem they address.
o Present marketing objectives and briefly explain how they will contribute to the CBO’s success.
o Include dates by which key actions driving achievement of objectives will be completed.
o Identify key risks of implementation and how they will be mitigated.
Below is a summary of what should be submitted. The student is responsible for ensuring all parts are edited well and included in the
Contents of the Written Marketing Plan ! Cover Page: Include the name of your CBO, your Team Coordinator, and all Team Members
! Table of Contents (optional)
! Executive Summary (written after the plan is completed)
! Organizational Description
! Analysis of the CBO’s Funding Sources, Expenses and Financial Stability
! SWOT Analysis
! Analysis of Stakeholders – Clients, Donors and Volunteers
! Marketing Objectives
! Proposed New Service or Product Offer
! Tactics to Achieve Marketing Objectives / Implementation Timeline
! Promotional Goals / Media Plan
! Student Volunteer Hours Activities & Results
! Evaluation / Control Methods