G.    MARKETING AND COMMUNICATION

Marketing and communication are critical elements of success for a new collaborative initiative.

Experts advise that marketing and communication strategies are essential to any group to succeed in fundraising efforts of this magnitude. A workplace giving campaign, in particular, requires a massive public awareness campaign to ensure success.

Although the 'victim' image is a powerful tool in raising money, women's groups consulted indicate a desire to move away from the image of the woman as a victim to the image of woman as a vital, contributing, and dynamic force. The funders consulted express a concern that donations affect individual women's and girls' lives and, for this reason, prefer to give to local, direct service organizations. These two perspectives form a compatible basis for a marketing strategy but also speak to the need for direct and constant communication with local groups to ensure impact is being made. There are new emerging technologies and mediums (such as Internet, specialty TV Channels) which can be used for creative marketing strategies.

Women's groups should seek pro-bono and/or retain professional marketing/communication firms to position the new federation and to promote workplace giving campaigns.

• Women's groups should consider marketing and communication as one of the most critical steps in the implementation plan
• A strong and compelling case statement needs to be developed to highlight how dollars will be used
• The case statement and marketing strategies should show clearly how donations will actively change the lives of women and girls for the better
• The advice and active input of expert marketing and communication individuals and companies should be sought in the implementation of any strategy, workplace giving, or profit-making
• A marketing analysis should be conducted by experts to determine how to move away from the victim image
• Strategies should be put in place to use new emerging technologies to tap new markets for women's groups, including pre-authorized chequing for home-based women and for small workplaces
• Women's groups should combine their efforts and resources in marketing for a public awareness campaign targeting workplace giving with other existing and emerging Canadian federations and organizations, such as health, environment, children's charities, minority groups, arts charities, and others
• Marketing strategies should take into consideration that corporate and foundation funders require a demonstrated impact on the lives of girls and women

Chrow

Gibson

Omidvar