My target audience is institutions that don't currently invest in education directly, but may have an interest in helping to create learning economies. One of the primary problems I foresee going forward with this approach is the path to purchase. My background is not in non-profit or fundraising for social programs. So, I know very little about how to go about approaching these firms. I will deal with that part when I come to implementation. However, the question is lingering: should I be considering this more deeply now?
In any case, at this point I am trying to attract new category users.
The five box approach I will take is as follows:
Current Do: Do not invest in education directly.
Current Belief: It's hard to justify investing in education because the public schools systems are wasteful, private schools are for the rich and there are no other alternatives that directly align with our core businesses. Despite those facts, we know that the future of our markets depend on a strong base of highly educated, creative individuals
Consumer Proposition: Spring-Meadows has a compelling and innovative approach to education and the children coming out of their program go on to perform significantly better than their peers from both private and public schools alike.
Desired Belief: A direct investment in Spring-Meadows will transform an already great school into a high-profile model that can be collaterally copied by schools of all types, thus maximizing the impact of our investment in education and granting us social goodwill and status as a contributor to innovation in learning.
Desired Do: Invest directly in Spring-Meadows
I think somewhere in your proposition you should address WHY Spring Meadows needs donations, since this is where you offer your client the permission to believe. They can believe you're already great, but if you're so great, then why do you need MORE funding? A reason might be helpful. Or even something that the money will do, like 15=a book for a kid that can't afford it, type of deal. (Which is cheesy, but something to see why they could actually benefit from donations if they are already high functioning.)
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