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    Gmail - Memorandum

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    The memorandum from the Interim Executive Director of the Independent Adoption Center discusses challenges facing the organization in 2017, including increased competition for birth mothers from unethical adoption agencies. It notes strategies are in place to deal with this, and an individual pay-per-click program has led to a 40% higher placement rate. Fees were increased to support outreach efforts and sustain the organization, and some marketing will shift back to attracting new adoptive families to maintain a balanced future for all involved in the adoption triad.

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    Gmail - Memorandum

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    The memorandum from the Interim Executive Director of the Independent Adoption Center discusses challenges facing the organization in 2017, including increased competition for birth mothers from unethical adoption agencies. It notes strategies are in place to deal with this, and an individual pay-per-click program has led to a 40% higher placement rate. Fees were increased to support outreach efforts and sustain the organization, and some marketing will shift back to attracting new adoptive families to maintain a balanced future for all involved in the adoption triad.

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    The memorandum from the Interim Executive Director of the Independent Adoption Center discusses challenges facing the organization in 2017, including increased competition for birth mothers from unethical adoption agencies. It notes strategies are in place to deal with this, and an individual pay-per-click program has led to a 40% higher placement rate. Fees were increased to support outreach efforts and sustain the organization, and some marketing will shift back to attracting new adoptive families to maintain a balanced future for all involved in the adoption triad.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    122 views2 pages

    Gmail - Memorandum

    Uploaded by

    api-342424280
    The memorandum from the Interim Executive Director of the Independent Adoption Center discusses challenges facing the organization in 2017, including increased competition for birth mothers from unethical adoption agencies. It notes strategies are in place to deal with this, and an individual pay-per-click program has led to a 40% higher placement rate. Fees were increased to support outreach efforts and sustain the organization, and some marketing will shift back to attracting new adoptive families to maintain a balanced future for all involved in the adoption triad.

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    © All Rights Reserved
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    Download as pdf or txt
    of 2

    AndreaPinal<andrea.pinal@gmail.

    com>

    Memorandum
    1message

    IndependentAdoptionCenter<[email protected]> Thu,Jan5,2017at2:31PM
    ReplyTo:IndependentAdoptionCenter<[email protected]>
    To:[email protected]

    January,2017

    MEMORANDUM

    From:MarciaHodges,InterimExecutiveDirector

    HappyNewYear!

    2017isshapinguptobecomeayearwithbothnewopportunitiesandnewchallengesforIAC.

    Onthechallengingfront,weareunfortunatelyseeingincreasedcompetitionforbirthmothers,frombothethicalandlessethicaloutfits
    willingtooffermonetaryrewardsinreturnforplacements(seeanexamplebelow).

    Thegoodnewsisthatwenowhaveinplacestrategiesandoutreachprogramstodealwiththisnewreality,andwecontinuetosee
    goodresultsfromourownefforts.

    40%IncreaseinPlacementRateforIndividualPayPerClick(IPPC)Participants

    WhilewesincerelyregretthatithasbecometoughertoachieveplacementssincemanyofyouoriginallysignedupwithIAC,giventhe
    nationaldropinunplannedbirths,whichareoutsideofIACscontrol,Icanthough,assureyouthatwearedoingeverythinginour
    powertodealwiththisnewreality.

    However,thefactisthatincreasedcompetitionincreasestheneedforoutreachresources,andwe,therefore,stronglysuggestyou
    considertheIPPCprogramasameanstoachieveplacementsooner.ThelatestindicationisthatIPPCfamiliesnowplaceatarate
    about40%abovenonIPPCfamilies.

    CreatingaSustainableandBalancedFuture

    Asmostofyoualreadyknow,oneofthethingswehadtodolastFallwasincreasetheoverallfeesinordertomakesureIACgetsthe
    resourcesneededforsustainableoutreachmovingforward(thefamiliesthatpaythesehigherfeesareautomaticallyenrolledinthe
    IPPCprogram).

    Also,youshouldknowthathavingdonenoadvertisingtoattractnewfamiliessinceearlylastyear,andsignificantlyreducingthe
    monthlyintakeofwaitingfamiliesstartingthismonth,wewillshiftsomemarketingresourcesbackovertothissideoftheequationto
    ensureasustainableandbalancedfutureforeveryoneinvolvedintheIACtriad(birthmothers,waitingfamiliesandstaff).
    Finally,assomeonewhohasspentalifetimeinnonprofitmanagement,itisnotwithoutabitofpainthatIwritethismemoabout
    havingtobesocommercialaboutsomethingthatshouldbeanoncommercialexperience,butthechangedrealitiesouttheredictate
    thatIdoso.

    TosignupfortheIPPCprogram,pleasecontactyourAdoptionCoordinatorbeforeJanuary15th.

    Thisisanexampleofalessethicalcompetitorwefrequentlyencounteronline:

    Clicktoviewthisemailinabrowser

    Ifyounolongerwishtoreceivetheseemails,pleasereplytothismessagewith"Unsubscribe"inthesubjectlineorsimplyclickonthefollowinglink:Unsubscribe

    IndependentAdoptionCenter
    2300ClaytonRoad
    Suite1150
    Concord,California94520
    US

    ReadtheVerticalResponsemarketingpolicy.

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