MKT157 NOT FOR PROFIT MARKETING

DR. FORMAN - 5.12.2010

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Mission Statement

Our nonprofit was established to reduce the amount of food waste in New York City. We complete this goal through the raising awareness and brokering between food-related charities and restaurants.

Providing the means / network to distribute food from food industry to food center.

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Tomorrow’s Lunch... Today’s Future

Currently there are over 1.2 million New Yorkers struggling to get sufficient food for themselves.

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Tomorrow’s Lunch will help reduce this number by taking what was once waste establishing a database network to get the food to the centers that distribute it.

Once wasted food will now be utilized via our organization

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In addition to a network database, we will have a guerilla team that will go to the location and educate the business as to why they should “get involved”.

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Market Targeting

We aim to target the food service industry in NYC. This mainly includes independently owned restaurants, as well as franchised fast food chains that we would be able to partner and integrate with.

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Fundraising Objectives

Acquire both government support and the support of reputable investors.

Establish that no donation is too small.

By bringing in smaller, less corporate and capitol driven companies we can establish credibility with the public.

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Fundraising Sources

New York Government / US Grants with homelessness and hunger already a large problem in NYC, it would be beneficial for both parties to have their support and funding to help reduce the numbers.

Primary Source

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Fundraising Sources

Large Food Corporations: with their involvement, they would be able to show support in a noble cause.

Participating restaurants: their contribution would help streamline the recycling process

Individual donations: gaining public support is very important, all sizes of donations would be accepted.

Secondary Sources

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Fundraising Prospects

Through our initial sources, we hope to create a strong basis of funds from which our organization can grow.

With initial government grants, we could establish the organizations legitimacy prior to any action.

We hope to be less reliant on private investment from the public, and use it more as a method of spreading our name through word of mouth.

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Special Events / Benefits

Offer a series for potential participating restaurants.

Our goal is to show how much food is typically wasted.

Demonstrate the ease of our recycling plan to gain further support.

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Food Aid Nutrition Enhancement Program

Food Assistance and Nutrition Research Program

Privately owned, independent food corporations

Individual donations

Government / Foundation

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We will be seeking support from the following groups:

Increase the number of restaurants in NYC participating in approved food recycling programs within 10 years

Increase the number of hits by 5% to our online database of charities that accept food donations.

Raise at least $5,000 by the end of the year through public donations.

Double the average donor contribution within 5 years.

Promotion Objectives

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The majority of our clients will be restaurants, rather than the end consumer of the recycled food.

Our promotion mix will focus on advertising, public relations, and corporate image to appeal to restaurants.

Promotion Mix

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Differentiate ourselves using new technology to streamline our process

Create an online database that profiles types of restaurant food waste as well as charities that accept food donations

Work towards automation and government support

Online Strategy

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Establish our organization as an expert on suitable waste management programs for restaurants

Maintain relationships with our customers after the initial matchmaking

Keep our donors updated with the positive outcomes funded by their donations

Public Relations

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Find a variety of partners from different aspects of business to team up with and achieve our ultimate goal of eliminating food waste in NYC.

Acquire both significant numbers of donations and volunteers for which we can use to build our organization.

Corporate Sponsorship Objectives

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Form strong lasting bonds with these partners and with the communities in which they operate.

Build our organization’s reputation, credibility, and further enhance the trust of our donors and potential donors.

Corporate Sponsorship Objectives

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High moral and ethical standards

Good reputations

History of partnerships with non-profits

Shared values and understanding of the mission

Criteria for Selection

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Pathmark Stores

Shop Rite

Stella D’Oro

Dino’s Restaurant

Grotta Azzura Restaurant

Applebee’s

TGI Fridays

Potential Partners

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Food Industry

Bank of America

Citigroup

Daily News

New York Post

New York Yankees

New York Mets

Potential Partners

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Corporations

Foodlink Inc.

Food Bank for NYC

Food Bank for Westchester

Long Island Cares Inc.

Potential Partners

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Non-profits

Activity within target market

Donors and volunteers

Event attendance

SMART guidelines

Monitor and Control

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