BARNES MANAGEMENT GROUP SUMMER INTERNSHIP 2012
CONTENTS
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UNDERSTANDING OF THE
CHALLENGE
ANALYSIS RECOMMENDATION IMPLEMENTATION
PLAN
TIME LINE GOALS AND
PERFORMANCE MEASUREMENT PLAN
UNDERSTANDING OF THE CHALLENGE
THE PROBLEM
HOUSING SHORTAGE
FOSTER CARE
RELOCATION
Attawapiskat First Nations declared a state of emergency due to: Housing Shortages Substandard Housing Crowding
Difficult to help foster children as their communities don’t pass the requirements for adequate foster homes
Children sent 1,000 miles from their communities, to foster homes in southern Ontario where no one can speak their language
ISOLATION Trauma of state from enforced separation has affected the ability to achieve balance in their physical, mental, emotional, and spiritual well-being
GOAL
= Place 18 foster care children with 6 families
Build 6 foster homes in Moosonee, Ontario in the hope that families could move in and foster a number of children
RAISE $1.5 MILLION DOLLARS for the Payukotayno Housing Authority
ANALYSIS (SWOT)
EXTERNAL ANALYSIS OPPOTUNITIES & THREATS
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OPPORTUNITIES DEMOGRAPHICS
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• Av e r a g e a g e o f donor • Older & Educated donate most
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• Gen X = $2.3 billion • B o o m e r s = $ 4 . 1 billion
PSYCHOGRAPHICS MOTIVATIONS: • Feeling compassion for those in need • Wanting to help a cause in which they personally believe • Wanting to make a contribution to community BARRIERS:
• 83% of those with children donate Ontario has: • H i g h e s t l e v e l o f donors 2 mil. • Highest value of donations $2 mil.
• They did not think that the money would be used efficiently • They did not like the ways in which requests for donations were made (the tone i.e. pleading)
OPPORTUNITIES
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BEHAVIOURAL CHANNELS OF DONATION: "MULTI-CHANNEL ENGAGEMENT OF DONORS IS NOT THE WAY OF THE FUTURE
- IT IS VERY MUCH THE REALITY NOW”
1.
CHECKOUT DONATIONS MOST POPULAR: Gen X 42.9% and Boomers 43.8%
2.
FUNDRAISING EVENT (CHEQUE OR PLEDGE): Gen X 63.7% and Boomers 55.6%
3.
ONLINE (WEBSITE) OR DIRECT E-MAIL CAMPAIGNS: Gen X 37% and Boomers 29.1%
4.
PERSONAL FORMS OF GIVING/REQUEST FROM FRIENDS: —It is a personal connection that leads to the most gifts
OPPORTUNITIES
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BEHAVIOURAL LEARN ABOUT THE CAUSE: 1.
MAINSTREAM/EARNED MEDIA
2.
WORD OF MOUTH
3.
PEER TO PEER EVENTS
FIRST INTERACTION WITH CAUSE: 1.
MADE MONETARY DONATION
2.
FOUND OUT MORE INFORMATION ABOUT CHARITY
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THREATS
Competition from other charities i.e. Habitat for Humanity
Canadian apathy towards needs of Aboriginals “Many Canadians still remain unaware or apathetic
about the history and nature of colonization and racism.” -Dr.Emma LaRocque
Distance of affected community might create provoke disinterest; not locally relevant
INTERNAL ANALYSIS STRENGTHS & WEAKNESSES
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STRENGTHS
Support of Bar nes Management Group
Current Benefactors:
Leaders from Advertising, Banking and Aboriginal Economic Development
Payukotayno’s extensive experience (26 years) in child child welfare services
We s l e y P r a n k a r d r a i s e d $100,000 to build a playground for the children in Attawapiskat
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WEAKNESSES Lack
of public awareness of the campaign
Lack
of financial resources
Distance
from major
urban centers and the
Cochrane region may impact gathering campaign results
RECOMMENDATION
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NARRATIVE ome is where the heart is. Home implies community. Home implies culture. Home implies every value that has been established within you as you grew up with the people that you love. Everybody deserves to have a home. That is why the build6 campaign is about education, as much as it is about fundraising. We aim to raise money to ensure that everyone can have a home, and let participants cherish the homes that they are fortunate enough to have. We aim to educate people about the children of Cochrane District who are in need of foster care and are facing the reality of not having a home. They cannot grow up, learn, or experience their childhood the way their ancestors did. Build6 aims to build community to ensure that the Moosonee people are not forgotten and to encourage participants to celebrate their homes in profound and symbolic ways. Please help us build six homes for these children by building your own home in your hearts�
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buil 6 CAMPAIGN
Our team would like to build a narrative from these poignant circumstances, and then leverage our plotline to stimulate peoples’ emotions through spurring resonance and empathy, enticing them to donate to the cause We decided to come up with a campaign called “build6”; in order to elicit an emotional response based on the campaign plan, and to satisfy the values of our target group (Baby Boomers and Generation X’ers) Our main campaign activity implores participants from major urban centers (in Ontario) to take a picture of themselves in a place they consider home (including their personal hobbies or activities they would like to complete this summer with family/friends Participants will upload these pictures to an interactive website that will track campaign progress, Each picture will constitute part of a visual illustration of a house, and the illustration will be complete once enough pictures are uploaded to the site Participants will relive their experiences and gratitude of having a strong home base which is shared feeling among people regardless of their economic, social or ethnic backgrounds. Hence through sharing, we encourage community development and empathy for foster care children who don’t get to enjoy those experiences
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MISSION STATEMENT WE DEDICATE OURSELVES TO SUPPORT ALL STAKEHOLDERS CONCERNED WITH THE CIRCUMSTANCES FACING THE
CREE CHILDREN OF MOOSONEE TO LEVERAGE UNIQUE SKILLS AND ABILITIES IN ORDER TO RAISE A SUM NO LESS THAN
$1.5 MILLION
IN ORDER TO PROVIDE 6 HOMES FOR CHILDREN SO THAT THEY CAN BE
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REUNITED WITH THEIR FAMILIES
TARGET MARKET
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BABY BOOMER
GENERATION X
CORPORATIONS
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GENERATION X DEMOGRAPHICS DONATE:
BORN: 1965-1980 AGES: 32 – 47
$2.3 billion POPULATION: 6.8 Mil
AMOUNT: $549 average annual contribution
PSYCHOGRAPHICS
• “On the go”, which reflects how they c o n s u m e information • Balance two jobs: professional job and parent job
• Values family first, Committed to their children and heavily involved in their lives • Fell guilty for not spending more time with child
• Building authentic relationships with family, friends, and coworkers is important
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GENERATION X Internet, blogs and social media are a way of life Helps maintain relationships and saves time Useful when communicating with this "on-thego" audience Motivated by their peers, donors frequently share links with friends and research issues online
Time constrained like to participate in social events Support friends who are raising money Donate at point of sale, e.g. when buying groceries Give and participate in peer motivated events Respond to something spontaneous Looing for affordable, easy way to give Respond to an integrated approach
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BABY BOOMERS DEMOGRAPHICS DONATE:
BORN: 1946-1964 AGES: 48 – 66
$4.6 billion POPULATION: 8.7 Mil
AMOUNT: $725 average annual contribution
PSYCHOGRAPHICS
• Keep their origins and childhood dreams in mind • Want to recreate their “golden years” as they begin to retire
• Boomers want to make a difference more directly in the causes they believe in
Involved on a personal level and want to see impact of their donations (greater transparency)
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BEHAVIOURAL Interact with non-profits by e-mail and read charity updates online Fastest growing user group on Facebook Driven to a website by traditional media, like a print ad 49% of seniors (consumers who are 66 or older), rely on personal emails to direct them to sites Rely on a referral on social media like Facebook’s Sponsored Stories Skeptical about advertising claims and want to bounce them off your friends
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CORPORATIONS “WE BUILD COMMUNITY”
Works consistently with charities, especially housing related funds and matches ideals of build6
A National Partner of Raising the Roof, Canada's only national homelessness charity. Raising the Roof works with grass-roots agencies in communities across Canada to find long-ter m solutions to homelessness
Generated $650,000 for local and national solutions to homelessness
2 grants: Community Grants and Affordable Housing Grants
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CORPORATIONS “CREATE A BETTER EVERYDAY LIFE FOR THE MANY”
World leader in sponsoring individual fundraising products, and providing support
Two main focuses of projects they accept: "children", and "better living”
Believe children are our future
IKEA wants to give them the opportunity to learn and grow in: Education Experiences Safety Improved environments Better Living
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OTHER CORPORATIONS Corporations within the GTA for Boomers Campaign:
Sport: GolfTown (10 stores in Toronto)
Home: Ikea(4), Home Depot(9)
Photography: Blacks Photography(22)
Crafts: Michaels (8)
Fitness: Goodlife fitness(16), Curves
Instructional/Recreational: Community Centers will be targeted in areas of the GTA in which demographic data suggests many boomers live:
• Wellesley • Seccord • SH Armstrong
• St. Lawrence • Berner Trail • Malvern
• Berner's Hall • Mount Dennis • Edenbridge Centre
IMPLEMENTATION
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GENERATION X STRATEGY Greatly enjoy spending time with their children Tie in theme of supporting children we will be engage their children in a fundraising campaign to gain support of parents
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“WHAT IS HOME TO YOU?”
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ONLINE STRATEGY
buil 6
Build homes. Build childhoods.
HOME
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ABOUT KIDS
PARENTS TEACHERS DONATE PRIZES
Our family believes that home means being with family. No child should be stripped away from the love of their family, friends, and community. Please help us raise $x for foster children of Moosonee
1. Create a family profile page 2. Choose 6 activities or goals to complete for 6 weeks in summer with family members (To Do list) 3. Set a pledge amount you aim to achieve 4. Parents send link to friends and family to ask for sponsor either through email or parent’s social media platforms 5. Tack funds and send progress updates 6. Play online and printable family educational games 7. At the end, link donations to individual levels to determine eligible prizes
+ I N C53 E N T I V E S
$20 $35
$50
Level 1 Min. Total $20 | Cost: $200 (8 prizes x $20) Prize: Two movie tickets Level 2 Min. Total $35 | Cost: $180 (6 prizes) Prize: $30 Bookstore gift card Level 3 Min. Total $50 | Cost: $223 (5 prizes) Prize: $45 Family dinner gift card
$75
Level 4 Min. Total $75 | Cost: $195 (3 prizes)
$90
Prize: $65 Toy Store gift card Level 5 Min. Total $90 | Cost: $160 (2 prizes)
GRAND PRIZE
Prize: $80 Electronic store gift card Level 6 Highest level of donations | Cost: $357 (1 prize) Grand Prize: 2 Night Stay at Great Wolf Lodge Niagara
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OFFLINE STRATEGY
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Each goal take a picture with family members and add it to fundraising profile page Photos arranged to form a home once all levels are complete d Can be shared with donors If parents permit
group photos in one large collage online and view other’s work and share experiences
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OFFLINE STRATEGY
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Combine with #campout2012 Participants campout for 50 hours to raise awareness and funds Can take photos in real-time to update donors online Photos arranged in shape of a home to track progress
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MARKETING COMMUNICATIONS
30% 48 6
Estimated approval rate YRDSB elementary schools Weeks (mid-June to mid-August)
Send educational material online and fundraising programs to 160 YRDSB schools in early June Ask teachers to distribute promotional material to class and fill out registration form or present at each school We will also target community centers and public libraries Registered participants’ parents will receive e-mail updates and encouraged to visit Facebook page. Also refer to promotional videos Generate at least 50% participation in each school
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PROMOTIONAL VIDEO
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TARGET LEVEL OF PARTICIPATION
$395,000 Average number of students per school: 468 Target level of student participation: 35% Number of participants per school: 164 Total number of participants: 7862 Target average donations collected: $50
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BABY BOOMERS STRATEGY Want
to recreate their “golden years” as they begin to retire
Increasingly
adult children are moving back in with their parents for financial reasons
Adults
may play a greater role in looking after their parents in their old age
Encourage
Boomers to spend time with their children by re-visiting hobbies and interests
“WHAT IS HOME TO YOU?”
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ONLINE STRATEGY
buil 6 53
Build homes. Build childhoods. 1. Create a profile page 2. Choose 6 activities or goals to complete for 6 weeks in summer with family members (To Do list) or choose from list of activities (corporations) 3. Set a pledge amount you aim to achieve 4. Link to friends and family to ask for sponsor either through e-mail or parent’s social media platforms 5. Take photos at events and post using app on Facebook, website and Twitter 6. Tack funds and send progress updates through social media platforms and post updates on your profile page i.e. as a blog
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OFFLINE STRATEGY
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Each goal take a picture with family member and add it to fundraising profile page and our Facebook page Photos arranged to form a home on our website once all levels are completed Can be shared with donors If choose can have photos grouped in one large collage online and view others progress and engage in conversation. Can vote for favourite photograph compilation
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OFFLINE STRATEGY FUNDRAISING EVENT
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Mid-August have Boomers attend an offline event celebrating their achievements at Nathan Phillips Square during lunch hour Participants try to arrange themselves to form largest aerialphotographed house can hold up cellphone with picture of their family member. Large collage photographs of all participants available for auction
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TARGET LEVEL OF PARTICIPATION
$185,000 Number of locations to gain information: 83 Target number of participants: 740 Target average donations collected: $250 Target funds collected from auction: $1,000
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CHECKOUT DONATIONS & COMMUNITY CENTERS
CHECKOUT DONATIONS
COMMUNITY CENTER
Partnering with stores specializing in hobbies and home furnishing. Place checkout donation boxes at major retailers and most popular form of donations by Baby Boomers & Generation X Corporations also have the option of making large sum donations to build6 directly Encourage community centers to engage in build6 fundraising campaign and get involved in the photograph event. Encourage member of community center to get involved and encourage them to visit our online channels. Most popular among Baby Boomers and generates word of mouth
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MARKETING COMMUNICATIONS Posters and pamphlets strategically placed at community centers and hobby stores (at checkout donation centers) Advertising event in Metro newspaper as read on subway by Boomer population All link to website, Facebook page encouraged to register
Rely on earned media from the event, will also try to contact News stations when broadcast story on housing shortage Possible appearance on news channels to speak about campaign and link to our website for additional information
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MARKETING COMMUNICATIONS Target key influencers online for Generation X i.e. Blogs including BlogTO and toronto.com update readers of events in Toronto From earned media have article of news websites their blogs, twitter accounts
For Boomers, Facebook sponsored adverts and Google’s free charity sponsored search E-mail campaigns and self-made and co-created videos advertised on Social Media Platforms (You-tube) and Website
TIME LINE
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MAY 15TH – JUNE 1ST
ONLINE
OFFLINE
Develop social media and online content Create Facebook, Twitter, Youtube accounts, develop website and Finish by June 1st Create promotional material including print and videos video Develop children’s material for website and schools distribution material Share information with blogs, relevant websites external to our own online activities Contact schools and get material approved and start online distribution or presentations complete by end of month Contact corporations and community centers regarding donation boxes and distribution of promotional material Start earned media do interviews on CBC news channel and other news channels Approach urban center city halls about permits for using city property for build6 fundraising event for Nathan Phillips Square Once planned popularity levels are achieved, expand to cities with large populations outside Toronto, but within Ontario
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JUNE 2nd – JULY 31ST
ONLINE
OFFLINE
All websites will heavily display the promotional materials developed in the previous months Set up bank account to process payments Process payments from online Gen X campaigns Fundraising event needs to be coordinated Ensure all sponsors are on board and are willing to devote resources for physical space Approach Media for event (i.e. blogs, news channels) Manage take down of fundraising event; ensure closure of permits Store collaborators discussion continued the fundraising event on their own social networks Begin negotiations with prizes suppliers and suggest further collaborations
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AUGUST 2nd - ONWARDS
ONLINE
OFFLINE
Shift online content away from build6 event. thank participants, concentrate efforts on maintaining high live of online donations Order prizes for Gen X winners and announce winners online, wrap up campaign, thank all participants and deliver prizes Develop further online interactions, challenges, and opportunities for consumer developed to maintain interest levels Develop online challenge: find favourite photograph from campaign, and write story of how you explored new areas Update all participants of the results of their donations
Hold event at Nathan Phillips Square Be prepared to wrap up check out donations Ensure all money received is transferred to the appropriate accounts Thank all corporate and community sponsors for their time, efforts and contributions Thank all Boomers for their participation online
GOALS AND PERFORMANCE MEASUREMENT PLAN
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REVENUE BREAKDOWN (CONSERVATIVE ESTIMATE) Build6 Online Website $580,500 Checkout Donations: $39,840 Auction of Collage: $1,000 Home Depot Affordable Housing Grant: $25,000 Mobile Phone Applications: $ 500 (500 downloads at $1 each)
TOTAL GROSS REVENUE: $649,840
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MEASURE: CRUDE RENEWAL Number of donations from active donor per month: Number of donations in Month x Active donors as of May 15TH
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THE FUTURE
Promote campaign more heavily in the next school year to generate more interest and donations
Campaign can be run annually in order to provide more homes for more children in need
Campaign is only the start to addressing greater social issues surrounding equality of Aboriginal Canadians – building 6 homes is not the full solution
Goal is to spread awareness, educate Canadians and foster better relations with the Cree people. We need to avoid such human right violations from reoccurring
Once brand awareness for our charity is created, continue to pursue other fundraising efforts to help more children and families for the long-term
THANK YOU!