Marketing Strategy

Help National Diaper Bank Network * Advice on how to “market” the organization with limited resources * A plan on how to broaden its reach and support base * Instruction on what are and how to utilize the most...
National Diaper Bank Network
New Haven, CT, USA
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National Diaper Bank Network
New Haven, CT, USA

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Posted March 18th

Project Details

What We Need
  • A written summary of the Organization's marketing goals and target audiences
  • A list of key marketing channels that will yield the highest return on investment, with rationale
  • Specific tactics the Organization can use to leverage the identified marketing channels
  • Messaging guidelines for the channels identified, including specific key messages (if needed)
  • A summary of the key metrics for evaluating marketing effectiveness, and guidance on how to track metrics over time
What We Have In Place
  • Currently we employ an e-newsletter and our website as primary marketing tools. What we need is a comprehensive plan that helps us understand the other mediums we can use to talk about ourselves. A sound marketing plan will help us to let the world know about what we are doing and how they can help. You will be working directly with the Executive Director of this new national organization helping us to set a roadmap for getting the word out about the exciting work we are doing, and the possibilities ahead.
How This Will Help
This project will save us $11,198 , allowing us to

NDBN has had some great success with marketing and we receive a lot of help from our founding sponsor - Huggies- but we need a concrete plan in order to maintain the momentum. What we do is interesting and exciting and we have found that when we are amongst the right audience at the right time and with the right message, we get lots of supporters and donors. We need to learn to tailor our message to each audience and make our pitch in the best way possible!

Project Plan

P
Prep: Information Sharing and Goal Setting
  • Volunteer Manager outlines any current marketing activities and strategies
  • Volunteer Manager shares any existing marketing materials
  • Professional connects with the Volunteer Manager for a brainstorming/overview session, to discuss goals, target audiences, and existing activities/materials
  • Professional and Volunteer Manager outline next steps and timeline for the project
1
Milestone 1: Identification of Marketing Channels
  • Professional conducts research and analysis to determine the channels that the Organization should be using, and shares the information with the Volunteer Manager
  • Volunteer Manager provides feedback to the Professional on the channels identified
  • Professional incorporates Volunteer Manager’s feedback and finalizes channels
2
Milestone 2: Strategy Finalization
  • Professional drafts tactics and messaging guidelines for the different channels, and shares the information with the Volunteer Manager
  • Volunteer Manager provides feedback to the Professional on the draft
  • Professional creates metrics that the Organization can use to evaluate the effectiveness of their marketing
  • Volunteer Manager provides feedback to the Professional on the metrics
  • Professional incorporates Volunteer Manager’s feedback and delivers a final draft of the Marketing Strategy
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About The Org

National Diaper Bank Network
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Posted by
Joanne G.

Executive Director

Our Mission

Do you know that there is no federal or state subsidy to buy diapers or other hygiene products? That includes SNAP (Food Stamps) and WIC.

The National Diaper Bank Network (NDBN) is a national nonprofit organization dedicated to ensuring that every child in the US has an adequate supply of diapers to remain clean, dry and healthy.

Our mission is to raise awareness of diaper need and to build the capacity of diaper banks throughout the country by creating a national network of partners.

What We Do

We believe that small things impact big things - something as small as a diaper can be the difference between a parent being able to leave their child in quality child care or not being able to do that. Poverty is real for so many American families and we feel it is essential to talk about the realities of that.

Through the generosity of our founding sponsor - Huggies - we have been able to donate over 20 million diapers to over 100 diaper banks across the country. We know that poverty in America is a real problem and that not enough people are talking about it - we want to change that.

The National Diaper Bank Network works to accomplish its goal through three primary activities:

1. Raising awareness: NDBN brings national attention to the issue of diaper need through education and outreach to the general public and national leaders.

2. Providing technical assistance: NDBN assists local communities in starting diaper banks and helps build the capacity of existing diaper banks.

3. Distributing diapers and funding: NDBN distributes diapers and funding from national donors to a network of regional diaper banks for distribution to children in need.

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