SWOOP Marketing Plan (Amber Woody, Amy Costin, Karen Santrock)

SWOOP (Strong Women Organizing Outrageous Projects) began in September 1996, after Hurricane Fran devoured several houses and neighborhoods in Raleigh, North Carolina. Several women emerged from their ravaged houses and yards and joined together to begin cleaning up the mess from the aftermath. It was then the victims realized that by being proactive and helping one another, they could get more accomplished together rather than working individually. The organization now focuses on one day clean-up projects ranging from major yard clean-ups to fence-building, painting, construction, and more.  SWOOP has grown from 16 volunteers to 1,100 women and serve agencies such as CASA, who provides affordable housing for the ill, Habitat for Humanity, Raleigh Homeless Shelters, Family Violence and Rape Crisis Centers, to name a few. 

As a non-profit organization, SWOOP must rely on volunteerism, donations, and sponsorship in order to survive.  Currently, SWOOP has limited exposure and must compete for resources with high profile organizations in the Triangle.  In order to increase awareness about their organization, SWOOP must increase their presence in the media using free internet avenues such as Facebook, YouTube, Twitter, and blogs.  Another objective for Swoop should be to increase their exposure in the news by developing a relationship with local news stations and papers and encouraging media attention around their clean-up projects and their continual needs. 

SWOOP must focus their attention on their website, which should be consistently updated to keep the community aware of their activities and events.  They should add more pictures, feature articles, and links to other organizations to increase their reputation as a worthy and reputable cause.  Partnering their website with Susan G. Komen’s Walk for the Cure, for instance, would lead loyal followers to SWOOP, especially since both organizations are geared toward empowering women. 

SWOOP should recognize the time and money donated to the organization through appreciation events that not only encourage sponsors and volunteers to continue helping SWOOP, but also create a higher public profile, a chance for members and sponsors to celebrate their achievements, and another venue for gaining more financial support through auctions and raffles.

And, SWOOP should even advertise their organization through signage while volunteering to raise awareness about their existence and what they do.  While cleaning up after a natural disaster, posting signs will get the word out to neighbors who may also be in need of assistance.