Oct 29, 2020 in Informative

Austin Animal Health Care
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Action Plan for Austin Animal Health Care

Goal # 1 Create a stable donor and grant financing the end of 2017.

Strategy # 1 -Due to the fact that Austin Animal Health Care is a non-profit organization, it heavily relies on the donations. In order to secure the operations in the long-run, the company should create a stable network of donors. Further, the mission implies the care provision to pet owners without considering their ability to pay. Therefore, it also requires financing from the non-governmental bodies, local politics, and sponsors, as well as grants from the public organizations. The strategy of the plan, however, provides the collection of at least $12,000 a month to cover the salaries, rent, supplies, and overhead. At last, a number of sources presented in the table below will generate the income for non-profit organisation .

 

Objectives for Strategy #1

Date of Completion

Responsibility

Status and Date

1. To collect $10,000 in the fundraising event involving the shelter animals and local bands. The event is to be held before Christmas, when people complete their shopping.

December 20, 2016

Austin Animal Health Care team

Planning - completed, execution processing

2. To create the sponsors database on the local level to collect funds from them.

January 10, 2017

Austin Animal Health Care chair

Execution processing

3. To acquire $5,000 grant from Doris Day Animal Foundation, $10,000 from Pet Finder Foundation, and $7,000 from Bissel Pet Foundation.

January 7, 2017

Austin Animal Health Care office manager

Planning completed, application writing completed

4. To establish cooperation with local veterinarian shops and medical organizations for provision of equipment and medicines at a discounted price.

February 1, 2017

Austin Animal Health Care chair

Planning processing

5. To collect $2,000 per month from the donation boxes around the area of Austin

At the end of every month, 2016-2017

Austin Animal Health Care chair

Planning - completed,

execution - processing

Goal # 2 Employ two full-time veterinarians on the permanent basis by the end of 2016 and enrol full staff by March 31, 2017 (chair, assistant, marketing/PR manager, accountant, and communications manager).

Strategy # 2 Due to some financial constraints the employment of experienced and professional workers is the major challenge for the non-profit organizations. As the pet clinic cannot operate without a veterinarian, hiring a full-time doctor is of paramount importance. After the fundraising event at the end of 2016, one expect Austin Animal Health Care to have sufficient funds to employ two full-time veterinarians for working in shifts. Moreover, the center plans to engage the veterinarian students to undergo an unpaid internship in the facility for the purpose to help the doctors with the workload. Therefore, interns involvement is the major approach for Austin Animal Health Care, as it can save money due to unpaid or partially-paid contract terms.

Responsible and devoted personnel are an important asset for any type of organization. Thus, by the end of the second quarter Austin Animal Health Care plans to have all the personnel needed for organization functioning. In essence, organization needs a chairman to oversee all operations and planning, and an assistant to chair to complete the daily assignments and lead correspondence with important donors and grant institutions. The third person is a marketing/PR manager, who combines the responsibilities of marketing planning and strengthening public relationship. An accountant is needed to plan, budget, and allocate the resources, as well as report the financial matters in the professional way. Finally, Austin Animal Health Care has to hire a communication manager, who would take the duties of social networking, correspondence with the current and potential donors, sponsors, and financing organizations. The salaries will differ for all positions, as communication manager and accountant will be part-time workers, while an assistant to chair will be an entry-level position for a student. The chairman, assistant, and marketing/PR manager will hold full-time positions though.

Objectives for Strategy #2

Date of Completion

Responsibility

Status and Date

1. To create and distribute the advertisement for veterinarian job opening in Austin Animal Health Care.

December 31, 2016

Austin Animal Health Care assistant

Planning completed, execution - processing

2. To contact the local vet schools for internship opening for graduates, and post an advertisement on the school boards.

March 31, 2017

Austin Animal Health Care marketing/PR manager

Planning completed, execution - processing

3. To advertize the job opening for an assistant to chair on the local websites and work searches. To post offers on school boards for student

February 28, 2017

Austin Animal Health Care communication manager

Planning - processing

4. To post and advertize the openings for chairman, marketing/PR manager, accountant, and communications manager

February 28, 2017

 

Austin Animal Health Care organization

Planning completed, execution - processing

5. Interviews of the applicants with the board

1-31 March

Austin Animal Health Care organization

Planning - completed

 
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Goal # 3 Build public awareness among the citizens of Austin about Austin Animal Health Care.

Strategy # 3 Non-profit organizations aim to raise awareness about the issue of their interest. Organization can attract additional resources and support through public knowledge and media hype. Thus, spreading the word about Austin Animal Health Care around the community is a goal of fundamental importance. Marketing strategy should include participation of the organization in local community events to create a brand recognition and interest among people who live there. The organization should network with the non-profit and for-profit companies in the region to receive publicity and valuable guidelines. In such a way, networking creates the opportunity for attracting donors and sponsors. Moreover, traditional media advertising is a requirement for involving older target group (Mittenthal, 2011). Therefore, Austin Animal Health Care plans to invest in TV and radio advertising. Online presence is an actively utilized strategy for non-profits. Among the projected outcomes of media coverage is online donations to raise funds by small amount from every individual that desires to help.

Objectives for Strategy #3

Date of Completion

Responsibility

Status and Date

1. To monitor all community events and festivals; apply for participation and become involved in all important occasions in Austin

Ongoing plan

Austin Animal Health Care marketing/PR manager

Planning completed, execution - processing

2. To distribute the letters of introduction to local businesses and non-profit organizations; create an ongoing communication process with the interested parties

Ongoing plan

Austin Animal Health Care communications manager

Planning completed, execution - processing

3. To present the radio advertisement concept to increase awareness

December 31, 2016

Austin Animal Health Care marketing/PR manager

Planning - processing

4. To launch an online funding option on the website and social network for instant inflow of funds

December 31, 2016

Austin Animal Health Care communications manager

Planning - processing

5. To update the social networking two times per day

Ongoing plan

Austin Animal Health Care communications manager

Planning completed, execution - processing

6. To establish a program Everyone Matters for the people to be involved in Austin Animal Health Care through various ways: financial donations, medicines donations, sharing of information.

February 28, 2017

Austin Animal Health Care communications manager, marketing/PR manager, chair

Planning - processing

Goal # 4 Maintain a healthy long-term relationship with sponsors, donors, and grant organizations.

Strategy # 4 The financial sustainability is the key goal for every company. Non-profits struggle with sufficient financing most of the time, which is the biggest challenge to overcome in the long-run. Sustainability is the goal by itself, which requires a long-term relationship building with the donors, public, and government. Hence, the human factor plays a significant role in defining the objectives, t as it maintains a regular correspondence, creating warm personal relationship, and acknowledging the contribution.

Objectives for Strategy #4

Date of Completion

Responsibility

Status and Date

1. To establish a correspondence with the local donors. It starts with sending greeting cards and pamphlets to the business owners in the local area. The aim is to introduce the Austin Animal Health Care, invite the sponsors to visit and communicate, as well as donate.

To take place regularly each month in 2016-2017

Austin Animal Health Care chair

Planning complete, execution of design processing, sending scheduled to November 25, 2016

2. To engage the donors and sponsors on the regular basis. The donors and sponsors need to be acknowledged for contribution on the website, during the events, and through social media.

Ongoing plan

Austin Animal Health Care marketing/PR manager

Planning complete, execution - ongoing

3. To establish a special award for big local donors for the public service. Popularize the winners of the award and share their stories on the website and social networks.

At the end of each quarter (March, June, September, and December)

Austin Animal Health Care communications manager

Planning - processing

4. To send the photos of successful treatment results to the donors by signing them You have done this. Thank you! on a regular basis

Ongoing plan

Austin Animal Health Care communications manager

Planning completed, execution - processing

Goal # 5 Treat the animals that require help no matter their owner financial status.

Strategy # 5 Austin Animal Health Care targets not only the pet owners, who cannot afford to pay for veterinarian, but also homeless animals. Thus, the organization will build a partnership with the local shelter to treat the animals for free. The expenses will be covered by Austin Animal Health Care funding without additional spending of the shelter. Finally, the organization will provide a treatment for lost animals and their further relocation to their homes or shelters.

Objectives for Strategy #4

Date of Completion

Responsibility

Status and Date

1. To provide the treatment for homeless animals from the shelters every Wednesday and Saturday

Ongoing process

Austin Animal Health Care team

Planning completed, execution - processing

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