Organization’s Geographic Region of Focus: Kenya
Alliance Areas of Concern: Health, Education, Environment, Poverty
Challenges: New laboratory facility with increased capacity also generates increased expenses. These expenses in turn reduce net revenue that is used to support the organization’s primary program services, e.g., serving 4,300 children infected or affected by HIV/AIDS plus thousands of family members.
Solution: Create a marketing plan and advertising campaign to find the best opportunities to use the new laboratory’s increased capacity to fill the unmet needs for HIV/AIDS and TB testing in Nairobi and surrounding communities.
Excerpted from the Proposal:
“COGRF is the United States Board that supports the Children of God Relief Institute (COGRI), the implementing organization that manages Nyumbani. which means “home” in Swahili. The mission of COGRI is to provide quality holistic care to HIV infected and affected children, families and communities in a sustainable manner.
Nyumbani Diagnostic Laboratory (NDL) was established to assure that the children’s treatment was driven by reliable information about their medical status. First built in 1998, the NDL provides HIV/AIDS and TB diagnostic testing for the Nyumbani community, plus local hospitals, clinics, and walk-in clients. Driven by mission more than profit, the NDL sped up the time to get test results, reduced costs, and created an income stream for other Nyumbani programs.
“In 2011, a new laboratory opened that tripled the size and capability of the old laboratory. Operating expenses of the larger laboratory have reduced the profit which can be transferred to the support Nyumbani. A marketing plan and advertising are needed to find the best opportunities to use the NDL’s increased capacity to fill the unmet needs for HIV/AIDS and TB testing in Nairobi and surrounding communities and to achieve three objectives:
1. To expand the market for NDL and maximize its potential as a profit center
2. To expand access to and availability of quality low cost laboratory services and testing for HIV/AIDS, TB and related conditions to improve disease prevention, treatment, and control,
3. To train an “understudy” Kenyan Nyumbani employee to conduct similar studies and strategy development for other Nyumbani sustainability initiatives, to manage implementation of the NDL marketing plan and strategy, and to oversee future product development for Nyumbani.”
For more information about Children of God Relief Fund.
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