Global Charitable Organization: Business Unit Strategy

Client Situation: The organization's $2 billion business division had virtually no resources to develop and deploy a national branding and communications campaign, yet needed an effective messaging strategy to increase recruitment and retention of donors and sponsors. ABA was retained to help develop a new messaging strategy and identify necessary marketing and operational improvements.

ABA Approach: ABA conducted a situation analysis to understand current market environment, internal capabilities, and growth opportunities. Extensive field interviews were conducted to evaluate available resources and current strategies. Based on the market analysis, ABA conducted an agency search to select a partner who would effectively implement the messaging strategy.

Results: The organization has established a number of initiatives to implement the opportunities identified by ABA, and are in the process of assembling the implementation team and establishing rollout priorities and timelines.

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