Drafted By
Brittani Woods, Chandler Davis, Carlos A Castillo & Athena Brimer
Non-Profit Marketing Plan
What is Dementia
Dementia is an overarching term to describe a variety of neurological impairments or declines that affect the brain.
Early stages begin with “forgetfulness” many attribute to aging, but there are red flags that signal there is deeper degeneration occurring in the brain.
• Misplacing things • Difficulty communicating
• Changes in personality • Confusion of time & space
To name a few signs:
All of which interfere begin to interfere with person’s daily activities.
Market /Audience Analysis
Projections for number of people with dementia |
|
| |
55.2M
People w/dementia globally & increasing
55 M
2019
78 M
2030
139 M
2050
65 %
of dementia-related deaths are in women
7th
leading cause of death
6M Americans age 65 & older living with dementia
1.3 Trillion USD estimated global cost of dementia in 2019
321 Billion
Spent in the us in 2022 on dementia
Every 3 seconds someone in the world develops dementia
Data from the World Health Organization
Value Proposition
The Amerigo Dementia Society raises awareness and decreases the stigma that comes with dementia through public education and encouraging early detection. We provide access to local resources along with the latest research developments and opportunities to participant in the newest clinical trials for individuals, families and caregivers impacted by dementia.
Executive Summary
The Amerigo Dementia Society is a startup nonprofit organization located in Lake Mary, Florida. Our goal is to raise funding for dementia research to find a cure, along with raising awareness of this devastating disease and providing local resources and support to individuals impacted by dementia. We aim to gain new contributions through brand awareness, website traffic and social media presence.
ADS main objectives is to gain a reputation as an expert source on dementia, increase contributions and newsletter subscribers, while bringing more visitors to our website. Our website will be our main presence for recruiting donations, contributors and volunteers. We will achieve this, not only by social media, but PPC, organic marketing, paid advertising and optimizing the website through SEO to achieve our objectives.
| Amerigo | Alzheimer’s Association | Alzheimer’s Foundation of America |
Organization | • Reach is America • Growing non-profit Emphasis on education & financial transparency | • Global reach • The largest nonprofit in Alzheimer’s research funding • Established 1980 | • Reach is America • Great standing, established 2002 • Transparency and accountability |
Fundraising | • Virtual and in-person events • Donation options: Cryptocurrency, Corporate partners, Miles Donations, Planned giving | • Organized events in-person and virtual • Donations include Cryptocurrency, Planned giving, Sponsors, Stocks. | • Golf Tour event • Employer matches, Vehicle donations, Stock Planned Giving |
Resources / Education | • Local resources and clinical trial opportunities • Education on research developments | • Global resource search near you • Local chapter locator • Clinical education courses | • Training & education to professionals and care facilities • Teen Foundation specific for youth awareness / education / support |
Growth Opportunities | • Establish e-commerce store • Expand to providing clinical training | • Allocate more finances toward fundraising initiatives, per their recent decline on Charity Navigation ratings | • Increase opportunities for involvement • Provide more events |
Social Media | Facebook, Instagram, Twitter & Linkedin | Facebook, Instagram, Twitter, Youtube | Facebook Instagram, Twitter, Youtube & Linkedin |
Competitive Analysis
Target Audience
Secondary target audience:
Tony Stark, Philanthropist and Heir to Stark Industries
Primary target audience:
Affluent Men, Women and their families affected by dementia living in the US
Target Audience: Personas
June
Age: 72 Years Old
Profession: Retired Business Owner
Diagnosed with Dementia at the age of 68, she is currently in the 2nd Stage of Dementia (Forgetfulness)
Target Audience: Personas
Troy
Age: 45 yrs old
Profession: CEO of Feline Technologies
Mother was recently diagnosed with dementia
Target Audience: Personas
Tony Stark (Stark Industries)
Age: 51 yrs old
Profession: Billionaire
Heir to Stark Industries who has an interest in mental health and donating to well deserving charities
Objectives
Objectives | KPIs | MTM |
Increase website traffic by 20% by end of 2022. | Percent Increase in Website Traffic | • Number of Impressions |
Become the thought leader/ go to resource on Dementia. (Increase content views by 20% by 2023) | Percent Increase in content views or downloads | • Website Traffic • Social Media followers • Number of new backlinks |
Increase total contributed revenue by 5% by FY 23. | Increase in Contributed Revenue. | • Number of new members, donors, & sponsors. |
Increase the number of newsletter subscribers by 25% by FY 23. | Percent Increase of new members. | • Number of new donors per month. • Number of new sponsors per month. |
Keyword Research*
Short-Tail Keywords:
Long-Tail Keywords:
ADS will communicate their expertise on the dementia along with their successful fundraising events by adding keyword phrases to the page content to optimize website traffic. Suggestions are the following:
*Additional keywords located in appendix
Marketing Strategies: Content Marketing
Awareness
Interest
Consideration
Conversion
Retention
Social Media: Examples
Website Architecture
Home
About
ADS
Resources & Support
Get Involved
Blog
Donate
Wireframe & HomePage
Wireframe & About Dementia
Wireframe & Our Story
Wireframe & Resources & Support
Wireframe & Get Involved
Wireframe & Blog
Wireframe & Donate
Website Enhancements
The main goal of backlinking with the above sources is to establish the Amerigo Dementia Society as the most reputable source on dementia. With these backlinks, we will not only broaden our reach but also establish a brand image.
Outreach Strategy
Our outreach strategy to gain new backlink involve:
Good Morning,
I have recently come across your very informative website with valuable information on Alzheimer's Disease and Dementia. I believe your website is an invaluable resource for individuals impacted by this devastating disease. The Amerigo Dementia Society has linked to your website to provide our members enlightening content.
I have written an article on "The Impact of Dementia on Caregivers" that I think you would be interested in. I have attached it below for your convenience, please feel free to share the article and link to the ADS webpage.
If you find this article informative, please keep me in mind for future content and possible opportunities for co-hosting new marketing content.
Thanks again for providing amazing content.
Best Regards,
Athena Brimer
The Amerigo Dementia Society
With our stellar digital marketing strategies
“I’m afraid.” said Rabbit
“What are you afraid of ?” asked Bear
“I don’t know.” replied Rabbit
“I just am.”
“Then, I will sit with you until you’re not afraid anymore.” said Bear.
“We will face it together.”
-Winnie The Pooh
Resources
Appendix
Keyword Brainstorming Page
AUTOCOMPLETE / PEOPLE ALSO ASK
First signs of dementia / Alzheimer’s
What are the top ten signs of Alzheimer’s / Dementia
How does Alzheimer’s start
Difference between dementia & Alzheimer’s
What does dementia do to a person
How long people live with dementia (life expectancy)
Dementia Symptoms
Dementia Stages
Dementia treatment
Dementia causes
Dementia awareness
Keyword Brainstorming Page (Continued)
TheHOTH /SEMrush
Early onset dementia
Dementia care near me
Types of dementia
Dementia care
Dementia Treatment
Signs of early Dementia
Dementia Medications
Dementia symptoms and stages
Late stage Dementia symptoms
Alzheimer’s stages / vs. Dementia
Cognitive degeneration / in elderly / decline / test for dementia / impairment
Definition of dementia / what is the definition of Alzheimer’s
Degenerative memory conditions / diseases / examples / disorder
Cognitive impairment
Memory degeneration
Memory loss / diseases / tests
Grants for dementia care
Strategies
Strategies | Funnel Stage |
Utilize social media channels to drive traffic to the website where customers can find more information about the nonprofit & dementia. | Awareness / Interest |
Content marketing strategy to highlight the new research and patient stories from Amerigo Dementia Society. | Awareness / Interest |
Digital campaign focused on benefits of donating to the Amerigo Dementia Society. | Interest / Conversion |
Campaign focused on benefits subscribing to the Amerigo Dementia Society e-newsletter. | Conversion / Retention |
Tactics
Tactics |
Organic & Paid facebook, instagram, & twitter posts. CTA to landing page giving more in depth information about the non-profit. |
Utilizing SEO, PPC, & paid & organic social media posts to drive traffic to donation landing page on the website. |
SEO, PPC, & paid & organic social media posts to drive traffic to a gated landing page where visitors can view research and case studies. |
Utilizing PPC & paid social media posts to target people who are to more likely to donate. CTA to donation landing page on the website. |
Marketing Strategies: Content Marketing
Blogs (use keywords & link to social media accounts)
Videos (content on website & social media accounts)
Newsletter (Sign up on website)
Marketing Strategies: Content Marketing
Website
Images
Metric Action Plan
Objectives | KPI | Google Analytics |
Increase website traffic by 20% by end of 2022. | Percent Increase in Website Traffic | Audience-Audience Overview-User vs New Users |
Become the thought leader/ go to resource on Dementia (Increase content views by 20% by 2023) | Percent Increase in content views or downloads | Audience-Audience overview-page views |
Increase total contributed revenue by 5% by FY 23. | Increase in Contributed Revenue. | Behavior-New vs Returning- conversions (ecommerce)-revenue |
Increase the number of newsletter subscribers by 25% by FY 23. | Percent Increase of new members | Behavior-New vs Returning-Conversions (Goal 2:Engaged User)- Engaged users (Goal 2 completions) |
Marketing Strategies: On and Off Page SEO
On-Page | Off-Page |
|
|
SEO H1s / Page Titles / Titles / Meta Data
Outreach Strategy: Current Backlinks
Wireframes