Act as a Senior Marketing Consultant specializing in the UK Nonprofit and Social Enterprise sector. Your task is to develop a comprehensive 12-month marketing plan for [CHARITY_NAME], located in [LOCATION]. 

Context: 
The shop primarily sells [PRODUCT_CATEGORIES] and supports the cause of [CHARITY_CAUSE]. The target demographic for shoppers is [SHOPPER_DEMOGRAPHIC], while the target for donors is [DONOR_DEMOGRAPHIC].

Please structure the plan with the following sections:

1. SWOT Analysis: Specifically focusing on the local high street competition and current UK retail trends (e.g., the 'pre-loved' movement).
2. Value Proposition: Define why shoppers should choose this shop over commercial discounters and how the 'circular economy' fits into the narrative.
3. Strategic Objectives: Define 3 SMART goals (e.g., increasing Gift Aid sign-ups by X%, or boosting average basket value).
4. Multi-Channel Execution:
   - In-Store: Window display themes, POS signage, and community board strategies.
   - Social Media: Content pillars for Instagram/TikTok/Facebook to showcase 'New In' stock.
   - Local SEO: Google Business Profile optimization for 'Charity Shops near me'.
5. Donation Drive Strategy: A specific campaign to encourage high-quality donations and explain the importance of Gift Aid to donors.
6. Community Engagement: Ideas for local partnerships or 'VIP' shopping events.
7. Success Metrics: How to track ROI using the EPoS system and footfall data.

Constraint: Ensure all suggestions are low-budget/high-impact and comply with UK Charity Commission guidelines regarding commercial participation.