Post on 12-Jul-2015
BackgroundBackgroundAnswering the Cry Of the Poor or “ANCOP” Canada is a Christian, non-profit charity, founded by the
Couples for Christ, based in Winnipeg. ANCOP began in 2000 in the Philippines. To date,
ANCOP has built more than 2,500 homes and provided educational assistance to over a thousand children
Background
Annually, ANCOP hosts a fundraising event called The ANCOP Walk, that
helps the underprivileged in the Philippines and
other third world countries by providing
shelter, housing and child education programs for children living in slums.
The issue is the lack of awareness about ANCOP.
Like most Non-profit organizations ANCOP has a
hard time maintaining donations. Because it
identifies as a Christian organization, it may alienate
others.
SITUATIONAL ANALYSIS
Finding new donors Lack of participantsLack of fundraising effortsLack of awarenessLack of moral intent Lack of action Conflict of interest
Objectives
• Create exposure about ANCOP through all channels of media in creating awareness of how the ANCOP helps third world countries.
• To raise $100,000 of donations by the upcoming ANCOP walk.
Target Audience Allies:
• Members of Couples For Christ (CFC) Winnipeg and their friends and family.
• Donors• New Canadians from the
Philippines
Neutrals:
• Other Churches• Other Denominations• Other Businesses• Winnipeg Government
Officials • Media
Key Messages
• Poverty deteriorates people of their dignity.
• More than 1/3 of the more than 42,000 towns in the country could not offer the required six years of elementary education.
• 28% of children under age 5 are
severely and moderately underweight in the Philippines
• 27.6 million poor Filipinos are suffering from poverty.
STRATEGY & TACTIC
Strategy Expand ANCOP Winnipeg
network through all forms of media to attract
and influence all audiences to donate.
TacticsUtilizing all forms of
traditional media (radio, print, and
television)• Creating an e-mail news
letter• Media Advisory• Press Release• PSA
Tactic: Utilizing all forms of social media
• Creating @ANCOPWinnipeg Twitter accountTweeting FAQ’s, information about the ANCOP and the walk, ways to donate, and upcoming events
• Creating a Facebook Fan pageMake it the real time tracker of the goals, FAQ’s, Information of the program, having a donation button implemented, and upcoming events, pictures of the villages.
• Creating ANCOP Youtube channelYoutube videos about families that have been helped in the third world countries. The progression of the villages. Personal Statements. Upcoming events
• Update existing ANCOP Canada website:Adding a donation buttonUpcoming eventsFix the aestheticsAdd more information of the ANCOP programs, newsletters, photos of the people and villages.
Strategy & Tactic
StrategyTo communicate and inform
the public that ANCOP is not just any kind of non-
profit organization.
Tactic ANCOP Program Campaign Launch• Organize town hall meetings
through social media• Held in Schools, Universities,
Church Halls, and Parks• Inviting local small/ large
businesses, Government Officials, friends, family and the media
• Informational Booth about the programs
• Mini Performance by Maria Aragon
Strategy & Tactic
Strategy• Encourage businesses,
Government Officials, other faith groups to be ANCOP partners.
Tactic • Initiate info sessions- Put forward sponsorship
packages - Extend an invite to visit the
villages in the Philippines.• Direct mail with testimonials of
families whose lives have turned around because of ANCOP
• Extend sponsorship packages
Measurement• The attendance of the people
who have attended campaign launch
• Monitor how many Facebook “likes” and “friends”.
• Keeping count of the YouTube viewership.
• Monitor many Tweets that have been “retweets”/ “likes” and “followers.”
• How much raised in social events• Monitor the frequency of the
website by using Google Analytical.
Websites
• http://www.ancopcanada.com/• http://www.ancopwalk.ca/• http://ipsnews.net/news.asp?idnews=53056• http://couplesforchristcanada.org/ancop• http://www.ancopusa.org/