Diocesan Annual Appeal (July 2008 – August 2011)
Strategic Marketing Project – Northern British Columbia
Description and Goals
At the time of the original research in July 2008, eighteen priests, along with twenty-two men and women from nine religious orders, served the eighteen parishes and twenty-one missions of the Diocese of Prince George. Lay people provided leadership and pastoral care in a number of capacities throughout the Diocese, including in our Catholic schools, adult education, retreat ministry, family counselling, prison chaplaincy, youth ministry, parish administration, pastoral assistance and ministry in First Nations communities and schools.
While the ministries they support are vital to meeting the needs of the faithful, the disadvantaged and others throughout Northern British Columbia, it remains a challenge for the Diocese to fund them at sufficiently high levels, or to support new programs and services. The Diocese of Prince George continues to operate at a deficit each year, in part, to fund vital ministries. This is not financially sustainable in the long-term and challenges us to fulfil their mission as ‘Church.’ It is for this reason, the Diocese has decided to explore new ways, including a Diocesan Annual Appeal, to fund new and current programs and services.
The Diocese has run an operating deficit of $250,000 to $400,000 for the past five years. The DAA will specifically support services, ministries and activities that support the parishes in these five categories; Youth Ministries, Home Missions, Faith Formation, Catholic Schools and Seminarians and Vocations.
Methodology
The Bishop has given his approval for the Diocese to proceed with a Diocesan Annual Appeal to meet the needs of Catholics and others throughout Northern British Columbia. Based on the evaluations that were performed during the research of this program, we have concluded that the Diocese should perform and improve awareness of the need for additional funding in key areas.
Findings and Recommendations
We need to enhance online awareness that addresses the need for additional funding. Based on the survey conducted by our company, the results indicated the internet as being one of the main sources of informing potential support of the Diocesan Annual Appeal. As a result, we recommended a few changes to their website to make it more appealing for current and prospective support. In addition to the website, a social media presence was recommended specifically promoting the Annual Appeal.
Relationship marketing was another key area that we addressed. The Diocese has already established many successful relationships throughout Northern British Columbia, which is an important asset in seeking support. Our recommendation will be to continue to expand through presentations and emphasize the need for support throughout the region, while at the same time, using targeted mail-outs to reach specific areas and smaller communities.
- Improve online awareness by implementing advertisements, blogs, articles and linkbacks when possible in relation to the need for additional funding and promote the communities and people this will support.
- Through use of an existing support database, create and implement an advertising mail campaign to demonstrate the benefits of support and positive action throughout the region.
- Promote and encourage the ease of contributions across the entire campaign and incorporate various methods of donating through existing organisations.
- Increase internal communication to improve operational efficiency and client relations when discussing the wide range of outreach support we are providing. This will improve knowledge and the quality of face to face interactions through our representatives of the organisation in regards to the Appeal.
Personal Reflections and Contribution
My responsibilities for the project included research of the services and ministries in need of funding and their respective surrounding areas. I implemented various marketing concepts such as storytelling and aspects of the 4Ps to assist in formulating recommendations. Moreover, I helped create and edit the marketing strategy while making sure the visual and written content, complemented each other spanning the entire campaign.
In addition to online media design, advertisements and recommendations, I contributed content and designed brochures, bulletins, leadership manuals, posters, cheques and pledge envelopes. Over the next three years, I continued to update and contribute ideas for the marketing and design of the campaign. The Diocesan Annual Appeal is still operating today and has successfully generated over $400,000 per year since 2009 and continues to generate donations consistently.
