CHILDREN’S INN AT NIH

Tyler Esterly, Natalie Keller, Avery Odell, and Ashlyn Rogowski

James Madison University Department of Marketing

DMAW/EF 2023
 CURRENT
MARKETING MIX
Understanding where the company positions itself currently across the industry against its
competitors, its current promotional program, mediums it advertises, and other
environmental factors to consider.
 Product Price
Currently, The Children’s Inn at The
Residential services to children, teens,
National Institute of Health is free to all
and young adults, with a rare and children and families staying there
serious diseases that have the best
Contributions of all sizes are welcome and
hope through an NIH trial. appreciated.

Place Promotion
The NIH is located in Bethesda, MA The service is promoted on channels
such as YouTube, Instagram, Facebook,
Donors may contribute online, through
Pinterest, and X
mail, or by phone.

(The Children’s Inn, n.d.)

SWOT
STRENGTHS
A strong brand recognition and loyalty
within the local community
Effective outreach and partnership with
The InnKeepers Society, Women for
the Inn, NTT Data
OPPURTUNITIES
Optimize relations with external
organizations, for example, local sports
teams to promote on their social media
pages
WEAKNESSES
Lack of brand recognition outside of the
DMV area
Website only recognizes individual donors
with contributions consisting greater than
$1000
THREATS
Lack of transparency to the individual
impact of donation
Missed consumer connectivity to brand
mission outside of local region.
High competitor awareness
 CONTRIBUTIONS
& AUDIENCE
$8.8 Million
Total 2022 Contributions

$2 million 2022- Visionary

Facebook
Merck has thus 13K Followers, Avg 3 shares and
raised by senior Award: World’s
far donated $35 100 Likes per post
leaders from premier
million to Inn
renovations
(Tower of Hope)
federal health
organizations
biomedical
research Instagram
at the ‘Evening institution 3.8K Followers, Lower engagement
for Hope” Gala and posts are less consistent
 RESEARCH
Understanding current perceptions of the target audience allow us
to find a insight-backed approach to our marketing goal and deeper
understand the behaviors, preferences, and problems to solve.
 CURRENT MARKET
SIZE AND RECENT
GROWTH

$319 $499 10% 57%

Billion Billion of major of donors are
from individual total charitable charitable enrolled in a
donors in 2022 donations in dollars towards recurring giving
2022 the health sector program
MACRO ENVIROMENTAL
FACTORS
Demographic Environmental
Location Community Well-Being
Familiarity with NIH

Sociocultural Technological
Community Engagement Online Giving Platforms
Brand Reputation Social Media Engagement
MACRO ENVIROMENTAL
FACTORS CONTINUED
Economic
The Economy's Overall Health
Personal Financial Situation
Political
Government Policies
Political Climate
 MARKETING GOAL
The goal of this campaign is to increase awareness and engagement of The
Children’s Inn at NIH by 35% among the nationwide audience through a
comprehensive integration of digital and direct mediums of advertising. It will
be set on a continuous schedule, with vehicles equally saturated throughout
the period. Performance will be evaluated through key indicators including
digital engagement metrics, direct mail response rates, and answering key
questions when donating. The allocated budget of will not exceed $100,000
and timely adjustments will be provided monthly to ensure optimal campaign
maintenance and return on investment.
TARGET AUDIENCE Goal: To increase donors nationwide

GENERATION Z:
59% are inspired to donate to charity by an image they saw on social media

MILLENNIALS:
25.9% of the US Population
16% Give through Facebook Fundraising Tools 84%
of Millennials
GENERATION X:
20.4% of the US Population give to charity
64% Volunteer locally
49% enrolled in a monthly giving program

BABY BOOMERS:
23.6% of the US population
72% give to charity

(Charitable Giving Demographics for Nonprofits | Nonprofits Source, 2019)

HANK SMITH
DEMOGRAPHIC PERSONALITY
Age: 52 years old Socially and politically aware of
Race: White what is going on around him
Gender: Male Sits on boards for major
Marital Status: Married with kids companies
Income: $170,000 Constantly on his email and on
Education: Bachelor's degree in Political all social media channels
Science and Law School Looking to use his success to
Current Job: Political Consultant for Forbes make an impact on the world
100 Companies around him

BRAND INTERESTS
AMINA GOULD
DEMOGRAPHIC PERSONALITY
Age: 34 Amina is an avid social activist and
Race: Black loves to volunteer as much as she
Gender: Female can
Marital Status: In a relationship She values family
Income: $55,000 Nature lover
Education: Graduate Student in Yoga Enthusiast, enjoys meditation,
Environmental Science animals, and hiking
Current Job: Environmental Aspires to give back to the
Scientist/Researcher community in any way she can, even
monetarily.
BRAND INTERESTS
BE THE LIGHT WITHIN:
Building Bridges of Hope
HELP ILLUMINATE A PATH TO A BRIGHTER & MORE HOPEFUL FUTURE
WHAT THIS CAMPAIGN CAN DO
71%
of donors feel more engaged with a
Gives the donor transformative power

Emphasizes warmth, hope, and positivity

nonprofit when they receive content
that’s personalized. Symbolizes connection from donor to child/family

38%
of donors who make a gift in one year
Increase the number of recurring donations per year
Increase national brand awareness of what the
Children's Inn provides to families
contribute to that nonprofit again the
following year.
CREATIVE
STRATEGY
Digital and Direct Mediums
DONATION LANDING
PAGE
MISSION
Whilst increasing awareness, the user-friendly interface and eye-catching visuals will allow the user to accessibly donate to the
organization increasing the response rate. By implementing new additions, this campaign can be more measurable and evaluable
over the course of the period.

VISION
Transforming the Children’s Inn landing page will reflect the connection of making a donation between the donor and patient.
We will achieve this by implementing a more streamlined approach to the website that allows potential donors or supporters to
launch onto their social media platforms and NIH blog. This would include a “How did you hear about us” section and a
simplified URL, making it quick, easy, and accessible through all discovery and journey process touchpoint.
CURRENT VISION

Where did you hear about us?

For more information on where this money is being

donated, visit our social media using the icons below!
DIGITAL MARKETING
& EFFECTIVENESS
MISSION
Through digital marketing, we aim to amplify our impact by fostering awareness, engagement, and support within our community

01
and beyond. Our commitment is to leverage online platforms creatively and strategically, gaining traffic from optimized SEO and
sharing compelling stories of hope, resilience, and medical advancements that inspire a sense of unity and encourage philanthropic
contributions. Through digital media, we aspire to build lasting connections, raise funds, and ultimately enhance the well-being of
the courageous children and families we serve. In paid search focusing on keywords “children's medical care charities,” “pediatric
research”, and “children's illness charities”

44% of total nonprofit 190% increase in donations

web traffic are from organic visitors to a nonprofit’s website from making your “Donate” button stand out on your website
 LEADERBOARD ADS
Your donation helps
make childhood
possible today, and a
cure possible
tomorrow.

ILLUMINATE A LIFE
The Children’s Inn at NIH
SQUARE
POP-UP
WEB AD
EMAIL MARKETING
& EFFECTIVENESS
MISSION
Bridge the lives of two seemingly disconnected individuals by connecting to the donor’s inner child. Incentivize donations and
“thoughtful treasures” through a “Pen Pal” email campaign. Filled with color and patient personality, these emails have the capacity
to touch new targets nationwide by inviting a continuous relationship-building experience.

50% Higher $42 Earned

Open rates from a personalized message For every $1 on email

26% of donors
that email is the tool that most inspires them to give Sources: Oberlo, MailChimp, NPTech
EMAIL
NEWSLETTER
DELIVERABLE
(BI-WEEKLY)
EMAIL
NEWSLETTER
DELIVERABLE
(CREATIVE)
SOCIAL MEDIA MARKETING
& EFFECTIVENESS
MISSION
Our mission through social media marketing is to create a vibrant, inclusive digital community dedicated to supporting families

01
navigating the challenges of pediatric illness. Through strategic and engaging content, we aim to raise awareness about our mission
and the crucial role we play in providing a home away from home for families participating in groundbreaking medical research at
the National Institutes of Health (NIH). Our goal is to leverage the power of social media platforms to foster connections, share
inspiring stories of courage and resilience, and mobilize a collective force for positive change.

49% of consumers 87% of donors

ages 18-29 said they’ve made a purchase after who donate for the first time from a social
referral source will also make their second
viewing a social media ad
donation from a social referral source

80% of consumers
have purchased from a social media ad
FACEBOOK
MARKETING
MISSION
Through Facebook marketing, we aim to strategically and compassionately connect with individuals who share our commitment to

01
positively impacting the lives of families facing pediatric illness. Through targeted and compelling campaigns on Facebook, we aim
to inspire a community of donors who recognize their vital role in providing a home away from home for families whose children are
participating in clinical trials at the National Institutes of Health (NIH). By fostering meaningful connections and conveying the
urgency of our cause, we seek to transform Facebook interactions into philanthropic contributions.

48% of social media 79% of internet users

platform donors give on Facebook in the United States have Facebook

16% Give through

Facebook Fundraising Tools
FACEBOOK
AD
INSTAGRAM
ADS

The Children’s Inn at NIH

BE A
BEACON OF
HOPE Be a guiding light today
DIRECT MAIL
& EFFECTIVENESS
MISSION
At The Children's Inn at NIH, our mission through direct mail is to extend our compassionate reach to families facing the challenges

01
of pediatric illness. Through thoughtfully crafted mail campaigns, we strive to connect with donors, sponsors, and community
members, sharing the stories of resilience and hope that occur at NIH.

39% of customers 56% of customers

say they would try a business for the first say mail is the most trustworthy type of
time because of a direct mail advertisement marketing
DIRECT
MAILPIECE
MEASUREMENT & EMAIL
Current Response rate: .08%

EVALUATING Average Gift: $60

Looking at open rate and web traffic referrals

EFFECTIVENESS
from the email link
DIRECT MAIL
DIGITAL ADVERTISING Current Response Rate for Acquisition- 1%
Current Response Rate - .10% Average Gift: $18
Average Gift: $45 Current Response rate for Housefile- 5%
Looking at web traffic, referral traffic, and Average Gift: $25
impressions, as well as the responses on the donation
hub to “Where did you hear about us?” SOCIAL
Current Response Rate- .1% 01
Average Gift: $30
Looking at followers, impressions, and
engagement.
BUDGET ALLOCATED
$100,000
Direct Mail: Housefile and Acquisition Creative Services 03
$50,000 $5,000

Digital: Paid Search and Display Advertising Email

$4,000 $14,000

Social Advertisements: Facebook and Instagram

Landing Page $21,000 01
$1,000
Measurement and Evaluation Program
$5,000
RETURN ON INVESTMENT
VEHICLE GROSS NET VEHICLE GROSS NET

Direct mail $33,899 $(16,101) Email $216,773 $202,773

Acquisition $9,990 $(27,195) Social $151,200 $130,200

House File $23,909 $11,094 Facebook $50,400 $39,900

Digital $77,729 $73,729 Instagram $100,800 $90,300

Paid Search $31,577 $29,577 TOTAL $479,601 $390,601

Display Ad $46,152 $44,152

R.O.I. CALCULATIONS
Direct Mail: Paid Search:
Quantity: 74,627 pieces Quantity: 7,017 pieces
Cost: 74.627 x 670 = $50,000 Cost: 7.017 x 285 = $2,000
Gross Revenue for Acquisition: (1% x 55,500) x $18 = $9,990 Gross Revenue: (.1% x 7,017) x $45 = $31,577
Net: $9990 - (50.5 x 670) = 27,195 Net Revenue: $31,577 - $2,000 = $29,577
Gross Revenue for Housefile: (5% x 19,127) x $25 = 23,909
Net = 23,909 - (19.127 x 670) = 11,094 Social Media:
Net Revenue for Direct Mail: $33,899 -$50,000 = (16,101) IG Sponsored posts Quantity: 42,000

Email: 02
Cost: 42,000 x $.25 = $10,500
Gross Revenue IG: (.08% x 42,000) x $30 = $100,800
Quantity: 45,161
FB Sponsored posts quantity: 21,000
Cost: 310 x 45.161 = $14,000
Cost: 21,000 x $.5 = $10,500
Gross Revenue: (.08% x 45,161) x $60 = $216,773
Gross Revenue FB: (.08% x 21,000) x $30 = $50,400
Net Revenue: $216,773 - $14,000 = $202,773
Gross Revenue: (.08% x 63,000) x $30 = $151,200
Display Ad: Net Revenue: $151,200 - $21,000 = $130,200
Quantity: 10,256 pieces
Cost: 10.256 x 195 = $2,000
Gross Revenue: (.1% x 10,256) x $45 = $46,152
Net Revenue: $46,152 - $2,000 = $44,152
CONTACT INFORMATION
In order from left to right:
James Madison University
Tyler Esterly
Dr. Theresa Clarke, Academic Unit Head Junior
clarketb@jmu.edu esterltf@dukes.jmu.edu

Office: ZSH 4024 Ashlyn Rogowski

Senior
ashlynerogo@gmail.com
Phone: 540-568-3238
Natalie Keller
JMU College of Business Senior
421 Bluestone Dr. nataliekkeller@gmail.com
MSC 0206
Avery Odell
Harrisonburg, VA 22807
Senior
ajodell8@gmail.com
SOURCES
Charitable Giving Demographics For Nonprofits | Nonprofits Source. (2019, May 18). Nonprofits Source.
https://nonprofitssource.com/online-giving-statistics/demographics/

Dietz, R., & Keller, B. (2016). Donor Loyalty Study | A Deep Dive into Donor Behaviors and Attitudes. Retrieved from
Non-Profit Times: https://www.thenonprofittimes.com/wp-content/uploads/2016/04/Donor-Loyalty-Study.pdf

Fundraising Statistics: Online and Mobile Donations. (2023). Retrieved from Double the Donation:
https://doublethedonation.com/nonprofit-fundraising-
statistics/#:~:text=Fundraising%20Statistics%3A%20Online%20and%20Mobile%20Donations&text=While%20reve
nue%20from%20one%2Dtime,annually%2C%20and%201%25%20quarterly.

Helping the community through new platforms and enhanced experiences. (n.d.). Retrieved from Mindgrub:
https://mindgrub.com/case-studies/the-childrens-inn-at-nih/

Hill, C. (2023, November 2). 70+ Digital Marketing Statistics to Know in 2024. Retrieved from Media Valet:
https://www.mediavalet.com/blog/digital-marketing-statistics

How Much Does It Cost To Advertise on Instagram? (n.d.). Retrieved from WebFX: https://www.webfx.com/social-
media/pricing/how-much-does-it-cost-to-advertise-on-instagram/
 SOURCES
Nonprofit Fundraising Statistics [Updated for 2022]. (n.d.). Double the Donation. https://doublethedonation.com/nonprofit-fundraising-statistics/

Nonprofit Fundraising Statistics to Boost Results in 2023. (2023). Retrieved from Double the Donation: https://doublethedonation.com/nonprofit-
fundraising-statistics/

Shepard, J. (2023, July 23). 24 Essential Digital Marketing Statistics You Need to Know in 2023. Retrieved from Social Shepard Blog:
https://thesocialshepherd.com/blog/digital-marketing-statistics

The Children’s Inn at NIH. (n.d.). Retrieved from https://childrensinn.org.

The Children's Inn Announces $14 Million Grant from Merck Foundation. (2023, October 23). Retrieved from Cision PR Newswire:
https://www.prnewswire.com/news-releases/the-childrens-inn-announces-14-million-grant-from-merck-foundation-301955396.html

Top Nonprofit Fundraising Statistics to Know [Updated 2023] TOP RESOURCES. (2023). Retrieved from 360 Match Pro By Double the Donation:
https://360matchpro.com/fundraising-statistics/

Ugbaja, L. (2023, January 21). 25 Nonprofit Marketing Statistics for 2023. Retrieved from Hubspot: https://blog.hubspot.com/marketing/nonprofit-
marketing-statistics