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HAART Digital Marketing Project Targets Volunteers Donors
- 1. HAART Digital Marketing Project By: Marla Doney, Jeremy Marshall, Lindsey Rapson, & Brandi Woods HIV/AIDS ALLIANCE FOR REGION TWO
- 2. Company Profile Is located at 4550 North Blvd. Ste. 250 Baton Rouge, LA 70806. This is a small organization with about 60 employees. Founded in 1989 (26 years) HAART provides preventative care for the HIV/AIDS disease and complete care to people living with HIV/AIDS including housing, HIV/AIDS management, support services, medication, and primary care. Provides free testing & education about HIV to the public. Their website is http://www.haartinc.org . Their online presence began around 2008. Their patients can seek help through the website or by visiting their office. Website is managed by a Lori Lauve, the director of development at HAART. HIV/AIDS Alliance for Region Two, Inc. (HAART)
- 3. Who is donating? Individuals contributed $258.5 billion to charitable donations in 2014 HAART’s donations are mainly received at offline events Dining Out for Life Decision-Making Process: positive change in Baton Rouge community, self- fulfillment Social media YouTube, Facebook, and Instagram Internet Google, Websites, Email
- 4. Who is volunteering? Women’s volunteer rate: 27.8% Ages 35-44 and teenagers (ages 16-19) are most likely to volunteer 45.1% of volunteers are mothers Social Media 29% of all women on internet 52% of teenagers use Instagram and 77% of all women on internet and 71% of teenagers use Facebook Internet Google, Websites, Email
- 5. Who is not volunteering nor donating? Non-donors: Lack of awareness or funds, donating to another organization, or uninterested Non-volunteers: Lack of interest, awareness, and time (ages 20-24 are least likely to volunteer) Volunteers and donors will give their time and money to nonprofits that they trust, are aware of, and are interested in. They are interested in self-fulfillment, feeling like their making a difference in people's life, and causes that affect them personally. Social media Facebook, Instagram, YouTube Internet Google, Email, Websites
- 6. Customers & Competitors Current and potential customers: Women ages 35-44 and teens ages 16-19 are the most likely to volunteer Current and potential competitors: any local charity (Various religious entities, Baton Rouge Sickle Cell foundation, Susan G. Komen Foundation, Sexual Trauma Awareness and response (STAR), etc.) Industry: Non-Profit Points of Differentiation: HIV/AIDS specific, Baton Rouge local
- 7. Internet Marketing Target Customers: Volunteers: Teenagers 16-19 Women ages 35-44 Individual donors Mediums: Email marketing Search engine marketing Website design Messages: Clear and concise Attracts visitor attention Qualifies and persuades the visitor to participate Budget- $500
- 9. Social Media Marketing Target Market: Individual donors Volunteers: Women ages 35-44 Teenagers 16-19 Mediums: Facebook Instagram YouTube Message: Relevant content Increase awareness Budget: $200
- 11. Mobile Marketing Target Customers: Individual donors Volunteers: Women ages 35-44 Teenagers 16-19 Medium: Mobile responsive website Message: Easy donating and signing up on-the-go for volunteering Budget: $300
- 12. Budget Internet Marketing: $550 Email- $100 Search engine marketing- $170 Website updates- $280 Social Media Marketing: $250 Facebook- $80 Instagram-$0 YouTube- $170 Mobile Marketing: $200 Mobile responsive website- $200 Total: $1,000