Analyze the relationship of nonprofits to their target audiences from a marketing management perspective and apply marketing mix principles including the use of analytic software segmentation and social media to develop and communicate the organization’s value proposition, build a brand, and seek multiple funding sources to support sustainability.

#3)      Develop marketing strategies for nonprofit organizations which incorporate the financial and legal environment opportunities and constraints.

Open source material – Topics 6, 7 & 8

Bloom’s for the Grant Proposal:

Analyzing – breaking meaning into parts. These are the connective parts of a grant proposal to its funding source.

Applying – using learned material, executing a proposal, employing knowledge in new situations.

Organizing – organize and outline content, in this instance, the components of a grant proposal.

This project is designed to strengthen your synthesis skills by combining parts of information into a new whole, building on the Case Study assignment, but towards a financial goal of funding.  In this proposal, you will design a funding strategy that supports resources necessary for program, operating or capacity-building needs.  Start a new program, expand an existing program, integrate new technology, increase staff, open a new location or expand an existing one, or whatever else you determine is a funding priority for your chosen nonprofit.

Your grant proposal should focus on the mission statement of your chosen nonprofit and the relationship with the target audience(s) it serves. You should research a foundation that seeks to fund organizations such as yours that fits with your mission and target audience. Watch out for mission creep; do not seek a grant that is outside your organization’s mission and primary objectives.

Your paper should also demonstrate comfort in using marketing terminology and concepts, as discussed in our course Topics.  Google “sample nonprofit grant proposals” for examples or ideas, but as this is a basic proposal, the project description below should suffice.

Note that a grant proposal is simply another opportunity for impact (problem solving) marketing. It should begin with the right mindset, followed by a thorough “listening” to the target audience. In this case, research your chosen foundation and read carefully what it has to say. Do not forget to use Guidestar and The Foundation Center among the sources for choosing your foundation.

Multimedia/Social Media: These are sites I think you should be familiar with, and suggest the use of these sites towards the assignment.  The purpose here is to introduce you to sites you may not be familiar with and to apply them in the context of a specified learning outcome, in this case, your Grant Proposal.

Blackbaudhttps://www.blackbaud.com/ – software you might want to acquire through funding, or how you will use to further a marketing strategy.

Snapchathttps://www.snapchat.com/

Twitter for nonprofits – https://twitter.com/nonprofitorgs

Facebook for nonprofits – https://www.facebook.com/nonprofits

Gliffyhttps://www.gliffy.com/examples/  create diagrams, flowcharts and org charts.  You might use these to emphasize points, or share data in your proposal, such as a budget, or timeline for implementation of a technology, program or capital project.

Diigohttps://www.diigo.com/ coordinate your group efforts electronically

The components of your ten-page, double-spaced grant proposal should include:

  1. title page, your name, class, semester, chosen nonprofit name and table of contents, this is part of the ten-page count.
  2. executive summary (why you are seeking this grant, what you are asking for, and expected outcomes should you receive this grant); think of this paragraph or two in terms of making a first impression and helping the Foundation determine the importance of relevant facts. Also what results the Foundation can expect should they choose to fund your proposal.
  3. the core of the grant proposal (narrative):
    1. cover letter (in business letter format) describing the history of the situation behind the proposal; who has been contacted, if anyone, in the foundation; and the kinds and levels of support being sought.
    2. the statement of need, describing the project or set of activities you would like to be funded by the foundation; the project’s uniqueness; and why it is important.  Discuss your target audience(s) here and how the marketing mix relates to your needs – remember those four P’s (Product, Price, Place, and Promotion).
    3. the budget (current and projected financial environment) for the project, this could be very basic, but should include the current financial constraints and how new money would be put to use over the course of a year,(i.e., your monthly costs).you might make a simple chart, but a paragraph or two about quarterly and annual spending on the program and personnel is sufficient.
    4. the personnel working on the project, along with very brief resumes—should be a list of no more than three people; if you cannot find bios on your chosen personnel, you may create your own bios (I am interested in you practicing inclusion of this information).
    5. close with an overview of your organization, the mission statement and how you perceive that it relates to the Foundation’s funding priorities, use facts here to support your case such as your current use of technology, marketing strategies, short and long-term marketing goals.
  4. project bibliography, should include information about your chosen nonprofit and the foundation you are seeking a grant from, such as names, addresses, and a brief description of each organization. Use at least five references here including your chosen nonprofit organization and selected Foundation).

 

Rubric Name: Grant Proposal

CriteriaLevel 5 – Total Points Possible for each criteriaLevel 4 – Total points possible for each criteriaLevel 3 – Total points possible for each criteriaLevel 2 – Total points possible for each criteriaLevel 1 – Total points possible for each criteria
Quality7 points
Exemplary quality of material presented. Adherence to submission requirements. Lacked typos, used proper grammar, contained page numbers and no blank pages.  Assignment submitted by deadline.
6 points
Above average presentation of assignment material. Adherence to most submission requirements. Lacked typos, used proper grammar, contained page numbers and no blank pages. Assignment submitted by deadline.
5 points
Average presentation of assignment material. Adherence to some submission requirements. Few typos, used proper grammar, lacked page numbers and contained blank pages. Assignment submitted after deadline.
4 points
Below average presentation of assignment material. Adherence to few submission requirements. Contained typos, improper grammar, lacked page numbers and contained blank pages.

Assignment submitted well after deadline.

3 points
Below average presentation of assignment material. Extreme lack of adherence to submission requirements. Contained typos, improper grammar, lacked page numbers and had blank pages.

Student did not turn in assignment.

Evaluative7 points
Student demonstrated a superior knowledge of material, and correctly presented all components of the proposal.  Included graphs, charts and diagrams when appropriate.
6 points
Student demonstrated a working knowledge of material, and correctly presented all components of the proposal.
5 points
Student demonstrated an average knowledge of material, and correctly presented most components of the proposal.
5 points
Student demonstrated a below average knowledge of material, did not present adequate components of the proposal.
4 points
Student did not demonstrate knowledge of material, and did not present components of the proposal.
Bloom’s cognitive – analyzing, applying, organization7 points
Superior comprehension of the analytical process of selecting a funding source, applying knowledge of the organization in a highly organized written proposal to request funding.
6 points
Above average comprehension of the analytical process of selecting a funding source, applying knowledge of the organization in a well-organized written proposal to request funding.
6 points
Average comprehension of the analytical process of selecting a funding source, applying knowledge of the organization in a written format, organized but not coherent as a proposal.
5 points
Below average comprehension of the analytical process of selecting a funding source, applying knowledge of the organization in a written format, missing key elements of a proposal.
5 points
Lack of analyzation of research connected to locating a funding source. Did not organize materials into a meaningful format.
Aligns to Course Outcomes #2 and #3:9 points
Exemplary demonstration of the relationship between the nonprofit to the funding source.  Use of the marketing mix to develop this relationship.

Understands the importance of grants to the financial health of the organization, and able to discuss the current and projected financial environment of the nonprofit using technology, social media or metrics to demonstrate impact.

8 points
Above average demonstration of the relationship between the nonprofit to the funding source.  Use of the marketing mix to develop this relationship. Understands the importance of grants to the financial health of the organization, and able to discuss the current and projected financial environment of the nonprofit.
7 points
Average demonstration of the relationship between the nonprofit to the funding source.  Limited use of the marketing mix to develop this relationship.

Understands the importance of grants to the financial health of the organization, but is unable to express this in a meaningful way to a potential funder.

6 points
Below average demonstration of the relationship between the nonprofit to the funding source.  Little or no use of the marketing mix to develop this relationship.

Shows a lack of understanding regarding the importance of external funding such as a grant to a nonprofit organization.

5 points
Failed to demonstrate any useful knowledge of the financial environment of a nonprofit or the marketing mix.
Overall ScoreLevel 5 30-27 points
27 or more
Level 4 26-24 points
24 or more
Level 3 23-21 points
21 or more
Level 2 20-18 points
18 or more
Level 1 17-0 points
0 or more

 

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