ANCOP INT. (ANSWERING THE CRY OF

THE POOR)

By: Allan Rodriguez

BackgroundBackgroundAnswering the Cry Of the Poor or “ANCOP” Canada is a Christian, non-profit charity, founded by the

Couples for Christ, based in Winnipeg. ANCOP began in 2000 in the Philippines. To date,

ANCOP has built more than 2,500 homes and provided educational assistance to over a thousand children

Background

Annually, ANCOP hosts a fundraising event called The ANCOP Walk, that

helps the underprivileged in the Philippines and

other third world countries by providing

shelter, housing and child education programs for children living in slums.

The issue is the lack of awareness about ANCOP.

Like most Non-profit organizations ANCOP has a

hard time maintaining donations. Because it

identifies as a Christian organization, it may alienate

others.

SITUATIONAL ANALYSIS

Finding new donors Lack of participantsLack of fundraising effortsLack of awarenessLack of moral intent Lack of action Conflict of interest

Objectives

• Create exposure about ANCOP through all channels of media in creating awareness of how the ANCOP helps third world countries.

• To raise $100,000 of donations by the upcoming ANCOP walk.

Target Audience Allies:

• Members of Couples For Christ (CFC) Winnipeg and their friends and family.

• Donors• New Canadians from the

Philippines

Neutrals:

• Other Churches• Other Denominations• Other Businesses• Winnipeg Government

Officials • Media

Key Messages

• Poverty deteriorates people of their dignity.

• More than 1/3 of the more than 42,000 towns in the country could not offer the required six years of elementary education.

• 28% of children under age 5 are

severely and moderately underweight in the Philippines

• 27.6 million poor Filipinos are suffering from poverty.

STRATEGY & TACTIC

Strategy Expand ANCOP Winnipeg

network through all forms of media to attract

and influence all audiences to donate.

TacticsUtilizing all forms of

traditional media (radio, print, and

television)• Creating an e-mail news

letter• Media Advisory• Press Release• PSA

Tactic: Utilizing all forms of social media

• Creating @ANCOPWinnipeg Twitter accountTweeting FAQ’s, information about the ANCOP and the walk, ways to donate, and upcoming events

• Creating a Facebook Fan pageMake it the real time tracker of the goals, FAQ’s, Information of the program, having a donation button implemented, and upcoming events, pictures of the villages.

• Creating ANCOP Youtube channelYoutube videos about families that have been helped in the third world countries. The progression of the villages. Personal Statements. Upcoming events

• Update existing ANCOP Canada website:Adding a donation buttonUpcoming eventsFix the aestheticsAdd more information of the ANCOP programs, newsletters, photos of the people and villages.

Strategy & Tactic

StrategyTo communicate and inform

the public that ANCOP is not just any kind of non-

profit organization.

Tactic ANCOP Program Campaign Launch• Organize town hall meetings

through social media• Held in Schools, Universities,

Church Halls, and Parks• Inviting local small/ large

businesses, Government Officials, friends, family and the media

• Informational Booth about the programs

• Mini Performance by Maria Aragon

Strategy & Tactic

Strategy• Encourage businesses,

Government Officials, other faith groups to be ANCOP partners.

Tactic • Initiate info sessions- Put forward sponsorship

packages - Extend an invite to visit the

villages in the Philippines.• Direct mail with testimonials of

families whose lives have turned around because of ANCOP

• Extend sponsorship packages

Measurement• The attendance of the people

who have attended campaign launch

• Monitor how many Facebook “likes” and “friends”.

• Keeping count of the YouTube viewership.

• Monitor many Tweets that have been “retweets”/ “likes” and “followers.”

• How much raised in social events• Monitor the frequency of the

website by using Google Analytical.

Websites

• http://www.ancopcanada.com/• http://www.ancopwalk.ca/• http://ipsnews.net/news.asp?idnews=53056• http://couplesforchristcanada.org/ancop• http://www.ancopusa.org/