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TABLE OF CONTENTS
HISTORY OF TCF5
WHY THEY ARE DIFFERENT8
VISION OF TCF11
MISSION OF TCF11
ANALYSIS11
CULTURE OF TCF13
GOALS OF TCF14
INTERNAL AND EXTERNAL ANALYSIS OF TCF15
Strengths15
Weaknesses17
Threats17
Opportunities18
PUBLICS TO BE SERVED19
COMPETITION20
Direct competition20
Indirect competition20
CORE MARKETING STRATEGY21
SEGMENTATION24
POSITIONING26
SUGGESTIONS FOR POSITIONING29
BRANDING30
SOURCES OF FUNDS – DONATIONS33
SUGGESTIONS FOR SOURCES OF FUNDS - DONATIONS37
SOURCES OF FUNDS – SELF GENERATED REVENUES42
SUGGESTIONS FOR SOURCES OF FUNDS – SELF GENERATED REVENUES43 SOURCES OF FUNDS – PARTNERSHIPS44
SUGGESTIONS FOR SOURCES OF FUNDS – PARTNERSHIPS46
CUSTOMER CENTERED FUNDRAISING47
FUNDRAISING ACTIVITIES OF TCF49
LEVELS OF OFFERING51
CORE PRODUCT51
TANGIBLE PRODUCT51
AUGMENTED PRODUCT52
DIRECT MARKETING60
Suggestions60
INDIRECT MARKETING61
Suggestions63
PUBLIC ADVOCACY TOOLS65
“EFFECTIVE” PROPOSED MARKETING STRATEGIES68
APPENDIX70

HISTORY OF TCF

TCF is a professionally managed, not-for-profit organization set up in 1995 by a group of citizens, concerned with the dismal state of education in Pakistan and is one of the country’s leading organizations in the field of formal education. To date, TCF has established 311 purpose-built School units (234 Primary Units and 77 Secondary Units) nationwide with an enrollment of more than 40,000 students, almost 50% being female students. TCF also has a dedicated Teacher Training Center in Karachi for the ongoing training of its faculty. TCF has created over 3,600 jobs of which more than 2,400 are female faculty positions. TCF is registered as a Company limited by guarantee under section 42 of the Companies Ordinance, 1984. The organization maintains transparent accounting records and its accounts are audited by KPMG Taseer Hadi & Co. TCF is a registered NPO and has a non-profit organization (NPO) governance rating of GR-8 by JCR-VIS Credit Rating Co Ltd. In addition, TCF is certified by the Pakistan Centre for Philanthropy (PCP), ranking amongst the highest scoring organizations certified by PCP to date. TCF Education Program

TCF's Education Program seeks to bring about a qualitative and quantitative change in the education sector through a relevant and comprehensive curriculum as well as an effective teachers' training program. The program's educational content and faculty's teaching methods are both periodically assessed through teachers’ daily diaries, regular monitoring and independent evaluations to ensure that the quality of education is up to TCF's Quality Standards. Standard Primary & Secondary School: Each TCF standard primary school has an administrative block, 6 classrooms and a library/art room. Whereas each TCF standard secondary school has 10 classrooms and well equipped laboratories for biology, physics, chemistry and computer studies. All essential facilities like clean water, separate toilets for boys and girls, and play area are also provided. Admissions: As per TCF policy, when a new Primary school is opened, admissions are taken only in KG, Class I and II. In the same way a new secondary school only admits students in class VI and VII in the first year of its operations. With each passing year, number of classes increase as students get promoted and a fresh batch of students are admitted. TCF’s experience with 311 school units (spread over 10 years) shows that it usually takes a few years for a new school to attain the confidence of its community and change the mindset of many who may not consider educating children to the secondary level, particularly females. A standard one-unit primary school has the capacity of 180 students and a two-unit secondary of 360 students. Scholarships and Assistance: TCF has a nominal fee structure in place in its schools. However, to ensure that quality education at TCF is affordable for every student, a...
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