Non-Profit Organization E-Marketing Critique

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American Life League
(ALL)

Non-profit organization
E-marketing Critique

MKT 610
G-Assignment 2
Wang, Ziyuan
Nov-9th-2012

Client Overview ······························3 Introduction··················································3 Mission······················································3 Leader Ship ··················································4 Relationships··················································5 Marketing mix·················································6 Funding······················································7 Environmental Assessment······················7 Target Market································ 8 SWOT analysis·································9 Objectives···································12 E-Marketing analysis···························12 Internet strategy··············································12 Overall strategy···············································15 Reference···················17

Client Overview
--Introduction
“The American Life League (ALL) is one of the largest pro-life organizations in the United States. The organization opposes abortion under any circumstance, all forms of contraception, embryonic stem cell research, and euthanasia. Its current president is co-founder Judie Brown and its headquarters are in Stafford, Virginia.” (Wikipedia.org)

“American Life League is a 501(c)(3) organization co-founded in 1979 by Judie Brown and nine other dedicated pro-life Americans. It is the largest grassroots Catholic pro-life education organization in the United States. ALL is committed to the protection of all innocent human beings from the moment of creation to death. It is rooted in pro-life integrity that stands up for every innocent human being whose life is threatened by what Pope John Paul II called "the culture of death." That ranges from the single cell human embryo to the elderly, the infirm and others at risk of having their life terminated by acts of euthanasia. The pro-life position notes that neither abortion nor euthanasia can ever be medically necessary or morally permitted.” (all.org)

--Mission
American Life League exists to serve God by helping to build a society that respects and protects individual innocent human beings from creation to death—without compromise, without exception, without apology. --Leader Ship

President:
Judie Brown is president and co-founder of American Life League, the nation’s largest grassroots pro-life educational organization. ALL started in 1979 and has grown from a kitchen table operation to a full-fledged professional organization with more than sixty full time employees and outreach throughout the nation. Executive Director:

Paul E. Rondeau is executive director of American Life League. Paul’s 25 years of leadership experience includes serving as chief development officer, chief operating officer, president, and executive director in higher education, pro-life, and pro-family organizations.

Vice President:
James W. Sedlak, M.S., is vice president of American Life League and a recognized expert on Planned Parenthood. Among Jim’s pro-life credits are: * Author of PARENT POWER!!
* Managing editor of the Wednesday STOPP Report
* Featured on ALL’s audio series on Planned Parenthood
* Primary author of HLI
(all.org)

--Relationships
* STOPP International
The purpose of STOPP is simple. We intend to cause such discontent with Planned Parenthood’s programs that it will have no choice but to close its doors and leave town! That doesn't seem like too much to ask of an organization that has been ruthlessly attacking our children for years—abusing them in the womb and in the classroom. And we have a proven plan for accomplishing that goal, available here. STOPP is a Christian project and, as such, we do all of our work in accordance with the teachings of Our Lord Jesus Christ. The primary guidance for our work is found in the Gospel of Saint Matthew, Chapter 10. Anyone who...
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