I.P.P.

Marketing Plan 1

Running Head: I.P.P. MARKETING PLAN

Individual Portfolio Project Marketing Plan

Catholic Charities U.S.A.

Damean De Leon

February 16, 2010

Baker College Online

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Abstract

The target market for Catholic Charities U.S.A.’s fundraising efforts is businesses,

churches, previous donors, people of middle to higher income levels with a strong sense

of ideals and beliefs. CCUSA is engaging in a new marketing campaign in an effort to

reach their target market better than they ever had before. This new marketing campaign

consists of:

1. A web page that highlights our new marketing efforts (see appendix)

2. Nation wide radio ad on Christian Radio K LOVE

3. Press release to gain recognition for our fundraising efforts

4. Charity Event in Lansing, Michigan

These new marketing ideas are aimed at raising funds for CCUSA to continue to be

able to provide services to families in need, families of all faiths and walks of life.

The expected revenue from these events and promotions should be in the area of

$267,050 and $500,000 with expected expenses at $3,050 thus giving us a profit margin

between 88% and 164%. This amazing profit margin is due to the limited amount of

expenses and generous donations from businesses such as Best Buy and Home Depot as

well as numerous volunteers.

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Section One

Current Status

Executive Summary

Catholic Charities USA's members provide help and create hope for more than 8.5

million people of all faiths each and every year. They provide relief services for the

needy here in the U.S. as well as working with affiliate organizations to provide disaster

relief worldwide.

Organization’s Background

Catholic Charities USA’s main office location is 66 Canal Center Plaza, Suite 600

Alexandria, VA 22314. The organization was founded in 1910 and then incorporated in

1950 in the District of Columbia and currently has over 150 member agencies. Catholic

Charities USA (CCUSA) meets the 20 Standards for Charity Accountability according to

the B.B.B. The Chief Executive is Father Larry Snyder, President who receives

compensation at $194,000 a year. The Chair of the Board is Janet Valente Pape and the

Chair's Profession / Business Affiliation: Director of Catholic Charities of Wichita, KS.

The board size is 22 with a paid staff of 46 (B.B.B., 2010).

CCUSA operates a number of programs services in order to achieve its mission

and objectives. Through its disaster response program, CCUSA assists relief operations

of local communities recovering from disasters. CCUSA is also involved in social policy

and provides a national voice for the needs and concerns of its members and the people it

serves nationally. Locally the organization is the same but it also reaches out to help
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teenage parents in San Antonio they have the highest number of teen pregnancies in the

nation. Programs such as The Great Start Program help young teenage parents manage

the stress associated with having a child or new baby (Catholic charities U.S.A., 2010).

CCUSA’s purpose is to empower individuals and families in need to discover and

enhance their own resources, as well as develop viable coping skills that will improve

their personal and social functioning. They provide services without regard to gender,

race, creed, religion, disability, national origin, or socioeconomic status (B.B.B., 2010).

CCUSA’s financials break down is:

Total income $31,424,827

Program expenses $90,741,937

Fund raising expenses 1,348,529

Administrative expenses 1,948,189

Total expenses $94,038,655

Expenses in Excess of Income (62,613,828)

Beginning net assets 95,080,876

Ending net assets 32,467,048

Total liabilities 48,377,441

Total assets $80,844,489

Ninety-seven percent of all revenues go to the programs sponsored with only

three percent going to administrative fees and fundraising. This organization is also tax-

exempt under section 501(c) (3) of the Internal Revenue Code and is eligible to receive
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contributions deductible as charitable donations for federal income tax purposes (Catholic

charities U.S.A., 2010).

Author's Background

The author of this paper is Damean De Leon. He works full time at an alternative

school in San Antonio, Texas. Damean is also full time college student working on his

BA in Marketing and Business Administration at Baker College online. As a boy who

grew up in a Catholic household his strong religious beliefs and faith mirror those that are

represented by CCUSA and would one day like to work on behalf of the organization in

the near future.

Mission

The mission of Catholic Charities is to provide service to people in need, to

advocate for justice in social structures, and to call the entire church and other people of

good will to do the same (Catholic charities U.S.A., 2010).

Customers of the Nonprofit

CCUSA serves the community in many different ways. They provide relief for

struggling families, disaster victims, the needy, and even provide tax services to those

who cannot afford to get good tax advice. According to The Daily Comet, January 9,

2010 “For those living paycheck to paycheck, a speedy tax refund can make the

difference in saving a job, a car or even a home, according to local Catholic Charities

leaders. “It just helps people keep up,” said Jennifer Gaudet January 9, 2010 p. 2,

associate director of individual and family assistance for Catholic Charities Houma-
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Thibodaux. But the professional help some need to get those refunds — or just to follow

the law in filing income-tax returns — can prove too costly for some. Catholic charities

provide many different services for the needy without regard to their religious beliefs

(Mc Knight, 2010).

Marketing Mix (the 4 P's)

 Product – CCUSA provides services to people in need across the United

States to people of all faiths. Services include Disaster relief, work to

reduce poverty, services for teenage parents and tax services for the needy.

 Place – CCUSA provides all their services to people of all faiths in the

United States and their territories. CCUSA encourages support of Catholic

Relief Services, the Church’s agency for international response for

disasters outside the U.S. such as the one in Haiti.

 Price – Catholic Charities USA does not charge for its services and

although it is a non-profit organization it does accept donations from

anyone willing to help to fund their services. There is even a membership

available for agencies wanting to join CCUSA. Catholic Charities USA

provides support and leadership to agency members on a wide range of

issues—from adoption and child care to housing, senior services, parish

relations and catholic identity. Their goal is to apply core competencies

and skills to critical issue facing their members. Any diocesan Catholic

Charities agency may become a member of Catholic Charities USA.

Agency membership dues are based on a three year average of the

agency's operating expenses (Catholic charities U.S.A., 2010).

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 Promotion – Like many different organizations Catholic Charities does a

lot of promotion through networking on the internet with different social

networking sites such as Twitter, Facebook, and Flickr. They also depend

on publications they provide to their online community through their

website.

SWOT Analysis

 Strengths

1. Longevity - Catholic Charities USA was founded in 1910 on the

campus of Catholic University of America in Washington, DC, as the

National Conference of Catholic Charities. CCUSA will be celebrating

their Centennial this year in 2010 (Catholic charities U.S.A., 2010).

2. Size - Catholic Charities USA is the national office for over 1,700

local Catholic Charities agencies and institutions nationwide. Catholic

Charities USA's members provide help and create hope for more than

8.5 million people of all faiths each year. (Catholic charities U.S.A.,

2010).

3. Financial Stability –CCUSA has assets in excess of 80 million dollars

with ninety-seven percent of all revenues go to the programs

sponsored with only three percent going to administrative fees and

fundraising.

 Weaknesses

1. Name – I think that one of the weaknesses lies in the name Catholic

charities. Even though the organization caters to people in need of all

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faiths some might very well believe that they only serve those who are

Catholic. This could possibly hinder membership and donations.

2. Size – One of their strengths may also be one of their weaknesses.

With over 1700 agencies nationwide some problems are bound to arise

such as financials not being in line throughout the organization.

3. Scandals in the Church – Although the Catholic Faith is one of the

oldest and longstanding religions ever the charity must take the good

with the bad including any scandals or bad press associated with the

Church.

 Opportunities

1. Base - With agencies like Catholic Relief Services, the Church’s

agency for international response for disasters outside the U.S.,

CCUSA the opportunity to expand its services to people around the

world as well as its donation and membership base.

2. Size – This one has come into play more than once, but with the sheer

size of this organization it has the potential to help millions of people

in the U.S. and worldwide as well as spread the message of the

catholic faith.

3. Members – CCUSA has the ability to reach out to people with a strong

belief system and ideals, for this reason they can continue to count on

the support and loyalty of their members.

 Threats
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1. Economy – With the current economy in trouble and unemployment

numbers through the roof this organization as well as all other charities

must face the inevitable truth that their donations and support will

decrease in times like this. They need to stay focused and continue on

as best as they can until this economic downturn ends.

2. Terrorism – This is a threat to the American way of life and it has an

effect on everything we do even our charities. CCUSA must be

prepared to assist in disaster relief for something that might be caused

due to domestic and other terrorists.

3. Government regulations – This ties in with the current economy

because in times like this the government tries to step in to get things

going in the right direction and passing different policies and

regulations may hinder or affect charitable donations.

Competition

Competition among charities has and always will exist. Charities such as The

Salvation Army, The American Red Cross, and Doctors without Borders will also be

vying for donations as well. Being a respectable, efficient and honest organization will

help to keep this charity at the top among all others.

Differentiation

CCUSA is unique in the sense that it a Catholic faith based charity with the

intent of spreading the ideals and beliefs of the Catholic Church through service and

action to people of all faiths right here in the United States. Although they have
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affiliations that help with disasters around the world CCUSA focuses its efforts to those

in need here in the United States.

Positioning

High Profile

United Way P.E.T.A.

Traditional Trendy

CCUSA A.S.P.C.A.

Efficient

There are many different charities that target many different beliefs and lifestyles.

CCUSA is not a high profile, trendy charity which primarily targets the wealthy. CCUSA

is a More traditional and efficient organization.

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Section Two

Proposal

Target Market

The name of the organization is Catholic Charities but it serves people of all

faiths, beliefs and backgrounds. That being stated the target market for this fundraiser

will be primarily Catholics since the event and tickets will be sold in the Archdiocese of

Lansing. CCUSA will be reaching out to the believers who are mainly motivated by their

ideals, conventional people with concrete beliefs based on traditional established codes of

family, religion, community and nation (Donnelly & Peter, 2009). They will be targeting

middle to upper income families with children who express moral codes that are deeply

rooted and literally interpreted. This target market also happens to be fiercely loyal and

follow established routines in large part in line with their ideals.

Size of Target Market

There are over 67 million registered Catholics in the United States alone and

Michigan happens to be ranked number 10 in the top states with the highest number of

registered Catholics. This staggering number provides us with an opportunity to reach

millions of Catholics and non Catholic Christians with our nationwide radio campaign.

According to Glenmary Research (2000) there are over 2 million Catholics in the state of

Michigan (Glenmary Research, 2000).

Current Marketing Efforts

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The main outlet for donations and fundraising is the organizations website

http://www.catholiccharitiesusa.org. They have a section for charitable donations and if

you register on the site you or your company or organization can even track the donations

made to CCUSA. They also have a section where you can customize your own eCard to

share your generosity and blessings with your loved ones. A variety of eCards, including

Spanish and French, are available. Electronic communications, such as eCards, maximize

your donation's effectiveness by reducing printing and mailing costs. The organization

also has newsletters and magazine subscriptions.

Integrated Marketing Communications

Press Release

Catholic Charities USA is the national office for over 1,700 local Catholic

Charities agencies and institutions nationwide. Catholic Charities USA provides strong

leadership and support to enhance the work of local agencies in their efforts to reduce

poverty, support families, and empower communities. Catholic Charities USA's members

provide help and create hope for more than 8.5 million people of all faiths each and every

year.

During this time of crisis around the world especially in Haiti, CCUSA is there to

assist people in need, people from all walks of life and all religious beliefs. CCUSA has

affiliate organizations to help in disaster relief around the globe but most of your

donations stay right here to help the needy in our own backyard. Please help us in our

campaign to provide much needed services to those right here in our own community.
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Donate what you can to help us in our mission, your tax deductible donation will help to

provide those services and your stewardship will be greatly appreciated.

How to Give Donate online at: www.catholiccharitiesusa.org

Or Call: 1-800-919-9338 Mail a Check: Catholic Charities USA

P.O. Box 17066 Baltimore, MD 21297-1066

E-Mail Campaign

CCUSA will target the registered users our website and past donors who have

contributed through the website six months and beyond. They will use the same script as

our press release for this campaign.

Radio Spot

CCUSA will run a national radio spot on K Love Christian radio. Being that they

are a 501 3b nonprofit organization the advertisement will run for free. Since the Casino

Night fundraiser is local, the spot will push donations for the charity itself through the

website, corporate office and phone number. We will be using the same script as our

press release and e-mail campaign for this spot.

Financial Analysis

One of the things that the organization is excited and proud of is the fact that the

upcoming advertising campaign has next to zero expenses and a high profit potential.

Since they are a non-profit organization we were able to take advantage of radio spots

and newspaper releases at no charge to the organization itself. The only expenses
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incurred were the cost of putting the press release and radio add together as well as

administrative costs for gathering the e-mail addresses for the e-mail campaign which

were minimal.

Total revenue Casino Night Fundraiser $19,500

Minus Expenses $1,250

Total Profit $18,250

Donation Total Expenses

Press Release, E-mail Campaign and Radio

Spot
Ads featuring the website
Targeted audience of 500,000 through
campaign

Estimated 1/10 will donate $5 - $10 $250,000 $1,200

Total Estimated Revenue $267,050

Total Expenses $3,050

Profit Margin on Sales

The point to this campaign is to make a nice profit margin despite the expenses.

CCUSA’s finance department has put together a campaign that is not only profitable but

financially solid as well. The estimated profit for our fundraising campaign is between

$267,050 and $500,000 with expected expenses at $3,050 thus giving us a profit margin

between 88% and 164%. This amazing profit margin is due to the limited amount of

expenses and generous donations from businesses such as Best Buy and Home Depot.
 I.P.P. Marketing Plan 15

Conclusion

With the lifeblood of organization being donations from CCUSA’s loyal base

they feel that through this campaign they are exercising the best strategy to reach out to

their target market. CCUSA’s customer base is loyal and gives freely because of their

beliefs and moral obligations. They are proud that people have chosen their charity to

patronize and will maintain the highest standards of efficiency, honesty and credibility in

order to serve their patrons and community. CCUSA will progress in their fundraising

efforts by continuing to try new avenues for revenue generation such as radio, television

and newspaper releases as well as events aimed at their current target markets.

References
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Peter, J. P., & Donnelly, Jr., J. H. (2009). Marketing management: knowledge and skills. New

York: McGraw-Hill Irwin.

Glenmary Research, . (2000). Catholics in national context, 2000. Retrieved from

http://www.glenmary.org/grc/RCMS_2000/Catholic%20rankings_tables.pdf

Catholic Charities U.S.A. (2010). Retrieved from http://www.catholiccharitiesusa.org

Mc Knight, L. (2010, January 9). Tax help available to local residents. The Daily Comet,

Retrieved from

http://www.dailycomet.com/article/20100108/ARTICLES/100109500/1008?Title

=Tax-help-available-to-local-residents

Better Business Bureau (2010). Retrieved from http://www.bbb.org

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Appendix

Catholic Charities U.S.A. in Conjunction with Our Lady

of Guadalupe Catholic church brings you casino night
2010. Come join us for an evening of fun and
excitement. Tickets for this event are $50.00 per
person. There will be 3 Grand Prizes for the top 3
chip earners of the night. 1st place will win a 54” flat
screen T.V. from Panasonic, 2nd place will win a cash
prize of $750.00 and the 3rd place winner a cash prize
of $500.00. All proceeds go to CCUSA.
Price includes

• Casino style buffet with drink

• $100.00 in casino chips (No monetary value)
• Exciting games such as, Roulette, Texas hold-
em, Slots and Blackjack.
• Top three earners win prizes
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There are a limited number of seats available so

respond quickly to enjoy a Vegas style night of fun
and excitement for a good cause. Monetary
donations are always accepted and appreciated, so
please help out if you can.

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