Page 11 - GivingPoint Draft Test

GivingPoint Project Report
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entrepreneurship program, in various areas of Atlanta. While this aspect of growth is important because it signals that demand for GP’s services is increasing (necessary to justify additional funding requests), GP must not rely on this alone. Growth at the organizational level, as perceived by GP’s Board members, involves demonstrating community impact, interest and initiative in replicating GP’s mission. The following section will provide an evaluation of those areas we believe GP must focus and improve in order to achieve organizational growth at the community level.
Promotion, Advertising, and Marketing
GivingPoint, just like every other nonprofit, focuses its effort and resources towards a mission. The business plan behind the goal of GivingPoint does not focus on selling a product to a market but rather provide the means to empower youth and develop their social entrepreneurship. For this reason, it is highly important that GivingPoint maintains and develops effective marketing strategies as, after all, they are selling their mission to people who will benefit from their offerings (i.e., online tracking platform and GPI). Students and schools are therefore considered GivingPoint’s market which needs a steady stream of information, advertising, and promotion to be reached and persuaded to contribute to the company’s mission. That said, perhaps the most important market for GivingPoint are donors. Donors are what provides the needed financing for the company operations. They also may finance growth opportunities and therefore expand GivingPoint outreach. In the next page, we present a model representing the Marketing Strategy Process (MSP), which we suggest GivingPoint closely follow for future growth of their operations.
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