The Guide Dog School, dedicated to helping visually impaired individuals, struggles to adapt to the digital age. Its current marketing efforts lack an online presence, limiting its ability to reach new audiences and effectively engage with potential upcoming donors. This challenge has become more pressing due to increased competition for donations and the need for a sustainable funding model. Developing a digital marketing strategy is crucial to overcome these barriers and ensure the school’s ongoing long-term success and impact.

To address the school’s challenges, a thorough analysis was conducted. This involved interviewing (digital) marketing experts and current marketers in similar NPOs, analyzing donor data to identify strengths and weaknesses. The research compared the school’s current strategies with best practices from similar organizations. Personas representing key audience segments were developed to effectively tailor marketing efforts. The study focused on creating practical recommendations that align with the existing resources and capabilities, ensuring the strategies are implementable and sustainable.

The study resulted in a detailed digital marketing roadmap tailored to the guide dog school’s unique needs and goals. By leveraging social media platforms alongside email marketing and content creation, the school can craft narratives that connect emotionally with potential donors. This approach aims to build a strong online presence, increasing visibility and engagement with current and prospective supporters. Another focus of the strategy is to enhance the website’s functionality, making it more user-friendly and accessible. This includes optimizing search engine visibility to rank higher on Google and attract more visitors, and providing clear information on donation impacts to build trust with potential donors. The plan also recommends tools to streamline marketing efforts, enabling the staff to manage content efficiently and focus on strategic activities. These strategies are designed to be adaptable and sustainable, ensuring they can evolve with changing digital landscapes. By implementing this roadmap, the school can enhance its outreach efforts, attract new donors, strengthen existing relationships, and secure sustainable funding to continue its mission.