Digital marketing Plan for Aumora Foundation

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DIGITAL MARKETING STRATEGIC PLAN
FOR CHARITY FUNDRAISING ORGANIZATION
AUMORA FOUNDATION
BY: AFSANA SIDDIQUE

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INTODUCTION
Aumora foundation, (Mr. MojammelHoque choosethis name Aumora, after his
late father’s nameAumor Ali). This organization officially started since2012 and
officially notify to people late 2014. Itwas my client(Mr. Mojammel Hoque)’s
major dreamthat he will help out the poor. Especially elderly who haveno one to
take care. Then little at a time he was helping his village people in Nitai village, in
city of Natore, in Bangladesh. Donating money to students of four who needed
some money for further studies into an institute and some donation was given for
scholarship program. Then slowly requirementfor this study cost, food costand
shelter costhaveincreased and his interestgrew even moreto donate more
money so these less unfortunate people can benefit fromit even more. He also
was giving to the elderly men and women who can’twork or haveno one to take
care. He used someof his property in his village, in Bangladesh to make a medical
Clinique and someportion of the land he gaveit to the Bangladeshi government
as a donation for a school making project. So the governmentwill use it to make
his land as a public school. Working for charitablefoundation requires more
money, moremanpower and lots of marketing to grow into a good well known
organization and then it will be morefortunatefor the world as well. In this
charitable work his brother, who is living in Bangladesh is also helping out by
looking after this foundation and 21 village people arealso there for the extra
help. This projectis still ongoing project and fairly new to the market. On 2015 he
has collected $1400CND donation. Furthermore, in the future he will still need
more money and moremanpower to make this projectmore valuable to the
Bangladesh by minimizing a little poverty fromthatcountry. Morework to be

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done like opening a bank account, hiring people for medical clinic, purchasing
medical equipment and many morework to be done to make this foundation
running and make it a successful organization. For allthese work he need financial
help/donation and my job is to do a digital marketing strategic plan that will open
people’s mind and will get viewer’s attention for coming forward and help out by
donating money, and also getting public recognition for Aumora Foundation.
As per marketing, Mojammel Hoque does not know much aboutdigital marketing
but as per marketing he used simple method what ever he knew, could make
public’s attention toward this are: communication method by invited his relatives,
his friends and his colleagues through his Facebook link, he personally emailed
these people, also he did some fundraising awarenessprogramso people will
recognizeand be awareaboutthis organization. Recently he opened up a website
and here is the link:
www.aumorafoundation.weebly.com
As per digital marketing plan, it will be arranged something like:
 Situation Analysis (Using SWOT analysis)
 Objectives
 Strategies
 Tactics
 Action and recommendation
 Summary/conclusion
Situation Analysis
Aumora Foundation is a non-profitorganization and it is built by Mr. Mojammel
Hoque and some help fromhis brother Mr. Enamuel Hoquewho lives in
Bangladesh. He has created this foundation by himself whatever he could, from
planning, to money, to management, and many more other detail tasks to build it
for success. So it remains successfuland become bigger and more potential for
the poor in future. That’s what his objectives are.

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Aumora foundation’s situation for digital marketing aspects is that Mr. Mojammel
Hoque recently uploaded a websiteto make awareness among the Canadian
public. Especially Bengali community and in few mosques hecontacted and gave
his websiteinformation to people so they can search for his organization when
they are online. But still he is really fairly new into this charity organization
programand building communication awareness programthrough digital
marketing is totally new to him. My work will be to find:
1. How we will get public attention? Who willbe our immediate view?
2. Not enoughmoney so how we do these online marketing?
3. Our mainoptionmediamarketing, how willwe use this technology?
4. Other foundation may already be using this tactic to get public attention.
How will our foundation get public’s maximum attention?
We are in very tight budget when we do our campaigns but yet it should be still a
great digital marketing strategy plan, which will be effective and efficient for my
client, Mr. Mojammel Hoque. Less money spends and more benefit after the plan
set up and accomplish its targeted marketing analysis will be our organization’s
goal. Then what is our goal? Our goals are that if Aumora foundation got charity
on 2014-2015 and our plan is to at least stay $100 moreevery year for donation
so it will be an accomplish targeted digital marketing plan. And how will this goal
will be effective? These goal will be effective once I set through our SWOT
analysis and these are:
1. Strength- generosity of public
2. Weak- financials lacings,
- lack of knowledge in digital marketing
3. Opportunity- people might be sympathising.
- Digital marketing may give people knowledge of
Aumora foundation and bring more donation.
4. Treat- other, non-profit organizations

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Objectives
Find him good publicity by using SEO, SEM and SES analysis. Since our motive is to
use as much digital marketing as possibleto reach our goal but to stay within our
budget so SEM, search engine marketing or paid engine marketing is not our
option. Instead wewill be using SEO analysis another word for organic marketing
search key aspects for our marketing tool. Where our analysis will be the how we
use website, mobile and social media for our marketing needs:
• Putting ad link to key search websites or his website to the You-tube,
Google, LinkedIn, and moreover, link to his websites to another in use
for to advertisethough online.
• Email, text, SMS to the friend’s and community’s mobile by sending
Aumora Foundation advertisementinto it.
• Social Media like Facebook, twitter, blogging and many ways to keep in
updating his messageregarding Aumora Foundation
Using these objectives may make his foundation morenoticeable and to the
public in Canada Bangladeshi communities, Islamic communities and as well as
Canadian others religious communities as well. Since Aumora foundation is non-
profited organization thereforewehaveto keep in mind that not only wehave to
stay on our budget also our marketing technique should be gaining publics
sympathy as well. Using Google’s AdSenselink to Aumora Foundation maybe the
best online tool. Bing is also a good key search tool to use for key search and it
does not requireany pay. So our gaolis to use less money spend on media and
chooseone specific tool that will be best one for Aumora Foundation publicly.
Since firstyear of fundraising campaign my client raised $1400CDNso in future
once more people know about Aumora wish that fiveyear and so on forward
Aumora Foundation raiseabove$1400 plus. Wehaveso many search marketing
engines to choosefromlike email marketing, socialmedia, mobile and many more
to choosefrom. SEO will help us find the connection with Facebook to time to
time launching advertiseor email or website to keep any updates for the Aumora
Foundation.

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“An email marketing is a formof direct marketing delivers commercialand
content-based messages to an audience. And it’s extremely costeffective, high
targeted, and its mostpowerfuldigital marketing tactics.” (pg3, E-Marketing 5th
Edition-marketing book, author.) 1
Since emailing is our alternative tool to stay
connected to and updated to Aumora Foundation’s news and their curriculums.
We need to pay to make a search engine in Google’s AdSensesearch tool as well.
So that ways itwill be specific. If anyonewants to know whatis this foundation. So
instead of going to separatewebsite/URL to search for this website. Keep
Google’s, AdWords search websitelink to Aumora foundation website. / or keep
link to the Facebook, Twitter and LinkedIn link in. So these two devices are the
mostinfluential devices or should I say tools for our client’s digital marketing
strategic plan.
Strategies
 SEO (search engine optimize) to do searching fromone website to another.
 Email Marketing
 Google Marketing
 Mobile marketing
 Social media marketing
Itis possibility that by 2017-2018 according to our budget our donation should
rise by $100 moreby using firstthe Good marketing and next is email marketing
through online and mobile. “the most valuable long-term benefit of engaging in
paid and natural search marketing isn't incremental traffic to your website, it's
the keyword data contained within each click which can be utilized to informand
optimize other business processes.” (John Rose, 2015)
1 pg3, E-Marketing 5th Edition-marketing book, Author-Rob Strokes and Minds of Quirk
2 http://www.wordstream.com/marketing-analytics., by: John Rose, year 2015, Word Stream, Online
Advertisement made easy.

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How we use these strategies into our plan for marketing tool. In our objective we
talked about how we set our plan to do marketing through media/digital
marketing. On the above chartis all about how online marketing is top of the
digital marketing rank that will be very effective for this foundation using
marketing analytic and its return on investment strategy.
Mainly Aumora foundation should be in local community social media and in local
channel news in television, Facebook advertisement, sending casualemails to
relative, friends and colleague every once a month or once a year depending
upon the budget. Every year fundraising dinner should be held by Mr. Hoque and
community should be helping out for the foundation putting organization’s
contact information and websites through flyers and tickets and let them aware
that people can justclick the name in the Google and will see it towards them on
the window beforethem.
SEO use to make websites more useful. Then again what is SEO? Full name search
engine optimizer, means modifier of keyword search in websites. So my client
already has very nice website in weebly.com. Even though he has basic idea of
marketing knowledgeand not knowing aboutdigital marketing, still he used main
sourceof SEO already not knowing whatis SEO is. Now in this case since he used
the basic criteria of the SEO and next step will be how his website can be found
Aumora Foundation's Budgets using analytical process and Metrics using ROI
This chart provides a quick snapshot of the stocks you want to compare in real time
Email MarketingOnline Google marketingEmail Social marketingsocial media
Mobile MarketingMobile Marketing
$0
$10
$20
$30
$40
$50
$60
$70
2015-01-02
2015-01-08
2015-01-14
2015-01-21
2015-01-27
2015-02-02
2015-02-06
2015-02-12
2015-02-19
2015-02-25
2015-03-03
2015-03-09
2015-03-13
2015-03-19
2015-03-25
2015-03-31
2015-04-07
2015-04-13
2015-04-17
2015-04-23
2015-04-29
2015-05-05
2015-05-11
2015-05-15
2015-05-21
2015-05-28
2015-06-03
2015-06-09
2015-06-15
2015-06-19
2015-06-25
2015-07-01
2015-07-08
2015-07-14
2015-07-20
2015-07-24
2015-07-30
2015-08-05
2015-08-11
2015-08-17
2015-08-21
Date
YEARS2015
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
1
2
3
If 2014 to2015 he
collected$1400CDN
From 2015-2016 estimating
collection of donation of
$1500CDN
Refresh
from 2016-2017
estimating of donation
of $1600.
4 From 2017-2018
estimating of donation of
$1700.
Click here to learn more

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through online within a click. That will be to use good search engine tool for the
key search website, like Google AdSenseas the key search website that will link
and keep browsing from Googleweb browser to Aumora website within a click
and it should browseto his website without searching through name and website
individually. So why not make it more searchablethrough google link. Instead of
typing. Using the marketing analytics which means “Quantitative analysis can
tell whatusers are doing — how they’reinteracting with content. Qualitative
analysis can tell you why they are on a site — their intent and whether the
content is communicating clearly”. 2
(Learning Module on Analytical-week 8). If
this analytics and metrics set, then our target will be at least $100 gain every year
and spend few monies on digital marketing.
i
(google image search- www.google.ca , Images for digital marketing strategic plan graphs)
Tactics
In online marketing it will be good to use the primary search tools, which will help
the Aumora websiteeasy to locate and easy to be searchable through Google,
Bing and Yahoo search tools. As per emailing to people in his contact information,
is that he has to make list of these people’s in randomorder and put it in the
contact list using Microsofttask button and put it through email list using contact
savetask command and email these contacts every month to remind them about
Aumora foundation. Next steps are as follows: give contact number and website
3 Learning module for unit 8 topic of Analytics and metrics
https://analyticsacademy.withgoogle.com/course/1/unit/5/lesson/1
https://olmoodle.ontariolearn.com/mod/book/view.php?id=165681
4
https://www.google.ca/search?q=digital+marketing+strategic+plan+graphs&espv=2&biw=1366&bih=667&tbm=isch&imgil=14F
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information to community places like: cultural places, mosque, churches or any
other religious places, online for surelike Facebook, putting advertise with
contact number given to community newspaper which should have the
organization’s websiteand information listed. Not only computer, but also
contact through mobile using online will also another way of contacting the
public. Bangladeshi television advertises and as well as radio advertisement are
some moreways he can get people to get involved into doing donation.
 Build your Facebook community, keep one alerting people for sympathize
public and keep reminding them
 Create stunning email marketing campaigns, build gorgeous emails, send
more relevant content. (3
Elegantly simple email marketing-by Kori
Mirsberger – SXSW-website:hello.campaignmonitor.com)
 In-depth expertise in AdWords, Skilled, full-serviceAdWords campaign
management, regular, detailed reports, ongoing supportby email and
phone, A strategic relationship, Marketing guidance and
support.4
(Marketing 360 fuelyour brand-by: GoogleAdWords Premier SMB
Partner)
 Social fund raising contestin the local community. Use twitting, Blogging
and Facebook to keep in touch with the public. Social media is like planning
a flight. Before you taxi down the runway there’s a lot to do. Even more
while in flight. A lack of planning, preparation and controlcan bring you
down to earth fast. 5
(http://www.communicatto.com by: LonnieRodgers -
Realtor, C.I.R. Realty)
5 http://hello.campaignmonitor.com/email-
marketing/?utm_source=google&utm_medium=cpc&utm_campaign=Search-CAN-
Marketing&utm_content=Marketing-&utm_term=what%20is%20email%20marketing-e-79042452726-c-
g&gclid=CLjFsLepy8sCFQ5qfgodrtQMAQ
6© 2016 Marketing 360® , http://www.marketing360.com/google-premier-smb-
partner/?ref=AdwordsAds&gclid=CMGfsrary8sCFQeTfgodtlEEcg
7http://www.communicatto.com by: Jamie Zachary, Maryse Betournay, Lonnie Rodgers and many others
© Copyright Communicatto Inc.
Sitemap., Also image copy: topic: DIGITAL MARKETING IS NOT JUST ABOUT SOCIAL MEDIA
Are you ready for takeoff?

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(http://www.communicatto.com ., topic:
DIGITAL MARKETING IS NOT JUST ABOUT
SOCIAL MEDIA
Are you ready for takeoff?)
These are some ways to get people get interested
into this organization and keep coming forward
to donate.
Action and recommendation
My client Mr. Hoque has made functional website wherehe communicates how,
where, when, who and what kind basis this foundation built upon. He emails to
people sometime, he calls up his friends, family friends, relatives and colleagues
to make them awareof this organization and to come forward. Oncehelaunched
a fundraising campaign so people will see his work and publicised. Use social
media to keep people in contact and remind each and often. Not to mention Us
AdWords keep Canadian public to get interested so there might be a chance that
the governmentmight come forward as well to help to make some sponsorship
programs. Moreover the public will be more sympathizeif instead of often
emailing, if he can email everyonein his lists randomly once a month and open up
email builder to design pixel-perfect, branded emails that are automatically
responsiveso they look great on any device, send personalized email marketing
campaigns by displaying targeted content. 6
(Elegantly simple email. By: Kori
Mirsberger – SXSW., marketing). Then call up to people and let them know and
tell them to talk about this organization to more people. Use as much social
media as possiblelike blogging, twitting, Facebooking and many more to keep
informing the public about Aumora Foundation. Then use local community and
religious email them as well.
8 Elegantly simpleemail.,by: Kori Mirsberger-SXSW.,http://hello.campaignmonitor.com/email-
marketing/?utm_source=google&utm_medium=cpc&utm_campaign=Search-CAN-
Marketing&utm_content=Marketing-&utm_term=what%20is%20email%20marketing-e-79042452726-c-
g&gclid=CO31yPO2y8sCFZSGfgod8-wEcQ

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Summary
Bangladeshi charitableFoundation’simage
The Benefitsof Digital Marketing
(AlegraPerfectSolution,n.d.)
“Many people talk about results based or results orientated marketing. we
already have all the tools we need to get started with a truly results based
marketing method! With the combination of internet technologies, cloud
computing, Google's,” and other social media to back us up for the marketing for

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Aumora Foundation.7
(What is digital marketing strategy., by: Alegra perfect
solution) After using our tool and all aspects of the marketing strategy I am sure
my Client Mr. Hoque will have lots of public contact and sponsorship. So hecan
grow more and have great opportunity for Aumora Foundation Organization up
forward.
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For the Google image forchart /graph the website isbelow pg#6ontop
https://www.google.ca/search?q=digital+marketing+strategic+plan+graphs&espv=2&biw=1366&bih=667&tbm=isch&imgil=14F
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2 Image Website: http://www.communicatto.com/., Topic of the image: Content, Community, Conversation.
3 Image Website: from “Bangladeshi CharitableFoundation:website:
https://www.google.ca/search?q=%E2%80%A2+https://www.google.ca/search%3Fq%3Dcharity%2Borganizations
%2Bdigital%2Bmarketing%2Bstrategy%26espv%3D2%26biw%3D1366%26bih%3D667%26source%3Dlnms%26tbm
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biw=1366&bih=623#tbm=isch&q=bagladeshi+charitable+foundation&imgrc=siPU7hvfIcld2M%3A(www.google.ca/i
mage/Bangladesh
10 http://allegrasurrey.com/our-services/digital-marketing?gclid=CKiGt928y8sCFYqPfgodD2MNmQ by: Alegra
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