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Lalamba's Strategic Plan (((((((((Young liberal Christians, Minority…

- - - - Young liberal Christians
        
        Minority Groups
        
        Businesses
        
        Churches
        
        Health Professionals
        
        Local News
        
        Social Media Influencers
        
        Social Media Followers
        
        Website Visitors
        
        Board Members
        
        Lalamba Employees
        
        Young Professionals
        
        Middle-Class Christian Families
        
        Key Donor Publics
        
        General Publics
        
        Local Publics
        
        Internal Publics
        
        Media Publics
        
        Watchdog Publics
        
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        Lalamba's donors are a shrinking population of older, wealthy, white American citizens. There is a need to restructure and rebrand the organization to appeal to a younger and more liberal generation of supporters.
        
        New Positioning Statement: The Critically Conscious and Socially Responsible Small Relief Agency
        
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        Strategies & Tactics
        
        Backlash from donors with an ideological opposition
        
        Difficulty finding support from Board Members
        
        Difficulty keeping long-time donors that respond to current messaging
        
        Shortage of time and resources to accomplish everything on the strategic plan
        
        Challenges:
        The public is becoming increasingly more aware of problematic campaign strategies. Younger generations are less likely to support an organization with campaign messaging like Lalamba
        
        Charity can sometimes hurt the community more than help
        
        It can be a way for donors to promote themselves
        
        "It creates a culture of effusive, self-aggrandising altruism"
        
        It’s an expression of imperialist thinking
        
        Opportunity:
        Lalamba's donors are a shrinking population of older, wealthy, white American citizens. There is a need to rebrand the organization to appeal to a younger and more liberal generation of supporters.
        Donating money to charity is an immediate way to quiet the discomfort of knowing how much poverty, injustice, and conflict there is in the world. But Lalamba can invite their supporters to learn more and dig a little deeper. Lalamba can also help to challenge preconceived notions that donations will automatically bring relief to people in poverty – or that charity itself is the only way to address it.
        
        VISION STATEMENT We envision a healthy, prosperous community where all at-risk children are educated, preventable disease is eradicated, and opportunities exist for people to provide for themselves and their families.
        MISSION STATEMENT Empowering rural communities in Africa to provide their own people with high quality basic health care, effective public health initiatives, microfinance and support for vulnerable children. We have a special love for children, whom we see not as a burden, but as part of a brilliant future for Africa.
        
        Current Positioning Statement: Low-overhead small nonprofit, helping the poorest of the poor in East Africa
        
        Current Situation
        
        Potential Difficulties
        
        Evaluation of Acceptance:
        
        Post event surveys
        
        Tally of volunteer requests, letters, phone calls, social media engagement
        
        Use social media statistics to gauge whether subscribers are looking at content
        
        Measure of positive social media feedback and shares
        
        Evaluation of Action:
        
        Measure of donations and number of donors
        
        Measure of social media shares
        
        Evaluation of Awareness:
        
        Amount of media coverage
        
        Social media impressions
        
        Post-campaign awareness survey
        
        Reporting Tools:
        
        Online Surveys
        
        Constant Contact or MailChimp to track how many recipients of the message actually open it.
        
        Social Media Stats
        
        Evaluation of Critical Consciousness of Organization: Employ help from a critical scholar to evaluate communication campaign and messaging. At the end of the year, analyze whether progress has been made:
        
        Are we supporting local leaders that are also working to make these communities a better place?
        
        Have we retained acceptance and support among existing stakeholders?
        
        Have we received acceptance and support of new publics?
        
        Relationship Nurturing:
        
        Use Constant Contact or MailChimp to track how many recipients open letters and click the links.
        
        Lalamba Association is a small non-profit focused on alleviating the effects of poverty in East Africa. They do this by providing healthcare, education, orphan care, and microloans in places where the government has little reach and other organizations have chosen not to work. Lalmba raises about $500,000 a year in the United States, of which 78% goes to East Africa. Most of the fundraising efforts involve visiting churches and receiving individual donations from long-term donors. This small non-profit has continued to operate largely the same way for the past 50 years
        
        Goals
        
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        Objectives
        
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        Evaluation Criteria and Tools
        
        Strategies & Tactics
        
        Core Problem/
        Opportunity
        
        Situation Analysis
        
        Background
        
        Goals & Objectives
        
        Key Publics & Messages