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MARKETING & COMMUNICATIESTRATEGYThe Marketing and Communication strategy is based on promoting the project to our targetgroups: the public, companies and the press, with a minimum of costs. The foundationaims primarily on the existing network of the Board members and volunteers. All marketingand communication means such as print, inserts, merchandising and televisioncommercials have all been offered by befriended relations without any costs. So far allmarketing efforts of the foundation have been decided on the offers given.When an offer for a marketing action is received, the Board checks these offers against thecriteria as formulated for all marketing- and communication activities:- transparency: it is clear on what, where and how much money is invested orreceived- informative: all information about the orphanage is available and clearly displayed- involved: activities are targeted on gaining involvementThe next few years the focus of the foundation will be on retention and extending privatesponsorship as well as a targeted approach of companies, institutions and the press.PRIVATE SPONSOR RELATIONSThe success of the project has largely been attributed to the involvement of a large numberof private sponsors. Besides the regular sponsors who donate a fixed amount everymonth, many people have organised activities throughout the country to raise funds for theproject in schools, sports clubs, etcetera. The Board and/or the ambassadors haveregularly been invited to give presentations about the project at service clubs, at bigevents or seminars.The most important means of communications the foundation has to communicate with itsprivate sponsors are:Digital newsletters and emailThrough digital newsletters the foundation reports monthly about the progress in theSomawathi Holland House of Hope and about all activities and developments in theNetherlands. In 2007 the newsletter was distributed electronically 11 times amongst 5,500addresses. All newsletters are published in Dutch and English and can be downloadedfrom the website as well. Newsletters are not distributed by post from a cost perspective.Many contacts with sponsors are through email. Most matters or questions of our sponsorsconcern:- the organisation of fundraising activities for the project- questions about a visit to the Somawathi Holland House of Hope- information requests about (recurrent) donations- requests for interviews and other publicity- requests for presentations or to receive a chequeEvery email is dealt with on the same day, is being answered or any other form of action isbeing taken.Annual reportsAll annual reports are available as PDF document and can be downloaded from thewebsite. A printed copy can be obtained against payment of cost price.WebsiteIn 2007 a necessary restructuring of the website has taken place to present all availableand relevant information in a clear and organised way. Both content and structure of thewebsite have been profoundly changed and the navigation has been improved andsimplified.The website is available in Dutch and English and has the following information:- general information about the foundation- donation- and sponsor possibilities- news53