​Based on Cancer Services key issues, we have identified new
objectives to combat each issue.
​
1. Brand Awareness & Weak Social Media Presence: Increasing
awareness can be done by developing a strategy to implement
and maintain a constant and consistent social media presence.
As we have discussed, in addition to consistent posting, their
current social media is really lacking the personal aspect to
the services they are providing and the cause they are supporting.
Our idea is to start a #TestimonyTuesday campaign that
highlights real individuals and their experiences with Cancer
Services. ​​
​
​
2. Lack of Consistent Funding: Cancer Services can increase revenue through greater participation in #GivingTuesday, and creating annual events (traditions) that people look forward too participating in each year, like a turkey trot. First, however, Cancer Services should focus on re-organizing their website and the process in which they accept donations online. After doing so, they may benefit from developing a subscription giving program, which may generate more donors who want to donate on a regular basis.​ Lastly, branded merchandise to sell at events, online, etc. is always a great way to raise additional funds, and it serves as a free form of advertising.
​
​
3. Donor/Client Engagement: Increasing donor and
client engagement could be approached in many ways.
Using social media to encourage interaction is a good
start. Another idea is to, in place of monetary donations,
recognize individuals for their contribution in terms of
participation and/or volunteer work. Cancer Services
could also implement donor specific appreciation events.
And lastly, they could send out a end of the year donor
thank you letter or email which includes some form of
content, perhaps a video, that showcases how donations
are being spent. ​
​
​
4. Competition/Competitive Marketing: While Cancer Services may provide services that are similar to various those provided by a various number of non-profit organizations around the world, they struggle with differentiating themselves. In order to strategically compete, it's important to focus on differentiation - how are we different than other non-profits? We believe that the answer lies in the fact that Cancer Services offers a unique value proposition in their strong community presence. Cancer Services could use this as an advantage and perhaps they could work with other cancer non-profits in North Carolina to create a campaign or event in which they raise funds equally, similar to how Red Nose Day is facilitated.
​
5. Covid-19 Pandemic: In light of the pandemic, there are still opportunities for Cancer Services to reach their clients and donors. They have already began to implement virtual support groups and workshops, and have seen some success. In addition to this, we believe it would be a good idea to create "quarantine activities" for clients and their families while also starting to develop plans for socially-distant events and fundraisers for the next year, that will adhere to covid-19 safety guidelines and keep participants safe. Lastly, social media platforms provide a easy and effective opportunity for crowdfunding campaigns. ​
