Fundraising Research: Strategic Marketing Plan for Hope Partnership for Education
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The Hope Partnership for Education (HPE) is a Philadelphia-based "independent organization designed to offer an alternative model of middle school education, an after school program, and adult education to parents and neighborhood residents" ("Strategic Business Plan," 2004, p. 3). Located in an area of town where median family incomes are below the poverty level and crime is rampant, HPE serves a student population of which 80% scores below standardized testing's basic level ("Strategic Business Plan," 2004, p. 3). The middle school's charter states that it will "serve students of low-income urban families, who would not otherwise have access to such an education," highlighting the fact that HPE-as its name suggests-provides hope where hope may already have been lost ("Strategic Business Plan," 2004, p. 3). The school will be faith-based, will have classes limited to 15 students, and will feature a longer school day lasting from 7:30 a.m. to 6:00 p.m. ("Strategic Business Plan," 2004, p. 3). Rather than being funded through tuition, the school will require parents to submit a 1040 form and will then negotiate each case individually to determine what the family can afford to pay ("Strategic Business Plan," 2004, p. 3). HPE is building a new school facility in North Philadelphia and needs to raise $4,000,000 for it, not including the land, which has been donated by the city of Philadelphia. This marketing plan will provide a situation analysis, marketin
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ple willing to come to the school. Hollywood celebrities are sometimes willing to participate in such programs, and community business leaders, authors, and artists are even more likely to become involved. These notables can speak or perform at the event, drawing a larger audience and giving the school the benefit of their endorsement. For example, local area authors can come together at the school to teach writing seminars, and local politicians can aggregate to conduct a one-day seminar on local politics and what students can do to become better citizens. These types of events afford a dual benefit that transcends their marketing appeal; they also engage students and keep them interested in attending and proud of their school.
Drawing students to the school is not the only approach that HPE should use, however; it should also send students out into the community, both to accomplish PR and to benefit the students. A "Good Neighbors for Hope" program will dispatch groups of students to selected sites in their neighborhood to be good neighbors. The students will be supervised by an adult and will clean up trash, help elderly residents with gardening chores, and perform other tasks to help out those in their neigh
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Approximate Word count = 6501
Approximate Pages = 26 (250 words per page)
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