Powerfully communicating the LifePoint value proposition to the donors of our non-profit beneficiaries lies at the heart of LifePoint's marketing strategy. The donation of life insurance policies is fundamental to the program's success. To assist with this critical component, the LifePoint marketing team, in conjunction with select marketing and public relations consultants, will develop a unified, proactive marketing campaign that will fit seamlessly within the existing framework of our non-profit beneficiaries.
LifePoint has developed a brand platform and our marketing team will help create a multi-tiered communications strategy to ensure the LifePoint message is received and understood - and life insurance assets are donated to LifePoint. Each marketing campaign will be designed to be flexible and adaptable to the unique relationship that each of our non-profit beneficiaries has with its core donor base. The critical message received by prospective donors is that their unneeded life insurance policy is a valuable asset that should not be lapsed, but rather donated to the LifePoint Charitable Endowment for the benefit of the charity. LifePoint's marketing campaigns will:
- Serve the needs of each charity with minimal internal resources required,
- Create marketing messages and materials that can be adapted to drive a number of various fund raising activities and meet the overall strategic objectives of LifePoint and its donor-designated beneficiaries,
- Reconcile the objectives of the various non-profit beneficiary groups into a unified marketing strategy, and
- Implement a cohesive, integrated communications campaign that creates real results - with a clear return on the marketing dollar.
Marketing Partners and Cooperative Marketing
Each beneficiary will be given the opportunity to become a LifePoint marketing partner to accelerate donations on their behalf. A LifePoint marketing partner is a non-profit beneficiary that has committed to a cooperative marketing effort to communicate the LifePoint Charitable Endowment opportunity within its donor network. The cooperative marketing strategy will be based on leveraging the current strategies of each marketing partner. The intent is to integrate the LifePoint marketing message into existing marketing efforts which will make implementation of the LifePoint message cost-effective and cost neutral to the non-profit. As a result, individual marketing tools will vary from beneficiary to beneficiary. In the initial marketing phase, the LifePoint marketing team will work alongside each marketing partner to:
- Complete a comprehensive review of the current fund raising strategies and programs.
- Identify co-operative marketing opportunities within the existing framework.
- Develop a charity specific marketing plan.
- Create customized marketing materials, newsletter articles, donor communication materials, video/website promotion pieces, etc. that will be used to communicate the LifePoint message.
- Assist in the implementation of the plan (i.e. website links, etc.).
- Provide implementation follow-up and feedback to each charity about the measurable success of the marketing initiatives.
