ahero pavilion “screen porch therapy” - … · conducted&by&digipro&media& 2....
TRANSCRIPT
& Philanthropic Support of
AHERO PAVILION “SCREEN PORCH THERAPY”
• AHERO&MISSION&
• PAVILION&PROJECT&• 2016&FUND&RAISING&CAMPAIGN&
• AUBURN&SIGMA&PI&&&NROTC&LEADERSHIP&
• BUDGET&• DONATION&PLATFORM&
• MARKETING&PLAN&
Agenda
America's&Heroes&Enjoying&RecreaIon&Outdoors&IRC$501.c.3$|$FEIN#$$4513704551$
FOUNDED&by&Captain&Lee&Stuckey,&USMC,&2009&&
ESTABLISHED&to&connect&veterans&with&patrioIc&members&of&local&communiIes&by&organizing&outdoor&events&and&acIviIes&&
MISSION:&&Assist&in&healing&the&physical&and&psychological&wounds&of&war&and&military&service&&
! More&than&96%&of&the&funds&raised&by&AHERO&go&directly&to&Veterans&in&support&of&the&mission&
! Less&than&4%&of&the&annual&budget&is&spent&on&administraIve&overhead&such&as&accounIng&
! The&Directors&and&Staff&of&AHERO&are&all&volunteers&and&do¬&receive&any&monetary&of&financial&compensaIon&in&any&form&
Link&to&AHERO&IRS&990&
Mission
METHOD:&• Develop&an&informal&support&network&of&veterans&across&the&country&• Encourage&construcIve&communicaIon&and&engagement&• Introduce&Veterans&to&resources&and&programs,&such&as&professional&counseling&services,&to&increase&their&overall&quality&of&life&
• Boost&morale,&AHERO&was&organized&and&is&operated&by&OIF&and&OEF&Marine&Corps&and&Army&veterans&who&understand&the&challenges&today's&war&veterans&face&in&reengaging&the&civilian&world&
Founder’s&Message&h4ps://goo.gl/DqSLS5$
h4p://goo.gl/rhptXH$
Pavilion Project
TAKING$“SCREEN$PORCH$THERAPY”$TO$THE$$
NEXT$LEVEL$
The&Pavilion&will&include&an&open&room&area&with&a&fireplace&to&be_er&facilitate&professional&counseling&and&group&discussion&between&like`minded,&like`experienced&injured&service&members&and&Veterans&
• Full&Size&Commercial&Grade&Kitchen&• Common&Area&for&meeIngs&&&dining&for&up&to&64&Veterans&• Fireplace&• 2&ADA&Compliant&bed&rooms&that&will&sleep&eight&veterans&each&• 1&“couples”&room&with&a&men&and&woman’s&ADA&Compliant&bathroom&to&facilitate&
a&caregiver&
“ConnecIng&Veterans&to&vital&resources&that&will&drasIcally&improve&their&quality&of&life”&Capt%Lee%Stuckey,%USMC,%
Founder%
2016$AHERO$Fundraising$Campaign$
Total$Goal:$$$1,000,000.00$$
" General$OperaYng$Fund:$$$700,000.00$" Pavilion$Project:$$$300,000.00$
General$OperaYng$Fund:$$Addresses&all&planning,&operaIng&and&logisIcs&expenses&incurred&by&service&members&and&Veterans&who&parIcipate&in&AHERO&HunIng,&Fishing,&SporIng&and&other&events&and&acIviIes.&
Pavilion$Project:$$The&[future]&pavilion&will&provide&lodging,&meals&and&counseling&space&for&Veterans&while&parIcipaIng&in&events&occurring&at&the&AHERO&Farm.&
Fund$Raising$Campaign$1. Online&ContribuIons&through&the&AHERO&website&
# Aggressive&Digital&AdverIsing&and&Target&MarkeIng&Campaigns&conducted&by&DigiPro&Media&
2. Event&Based&DonaIons&
Fundraising Campaign
Sigma$Pi$pays&tribute&to&Major&General&Livingston's&service&through&a&year`long&series&of&philanthropic&events&on&or&near&the&Auburn&campus&with&all&proceeds&being&donated&to&AHERO.&&&
" Feb&4:&Chipotle&AHERO&Night&" Event&Flyer&>>&" AddiIonal&Events:&&TBD&&
Auburn$NROTC$Unit$contacts&AHERO&and&offers&to&donate&the&proceeds&from&its&5K&Run&event&to&AHERO&
" Feb&27:&&5K&Event&RegistraIon&Page&" Event&Facebook&Page&" In&memory&of&Major&WE&Winter,&USMC&|&Auburn&Alumnus&
# Killed&in&the&Beirut&Terrorist&Bombing&
AHERO&would&like&to&dedicate&the&Pavilion&to&the&educaIonal&excellence&and&community&support&mission&of&Auburn&University&at&a&
ceremony&on&or&near&Veterans&Day,&2016.&
Sigma&Pi&&&NROTC SUPPORT&AHERO&
Sigma&Pi&
Alpha&Delta&Chapter&
Naval$Reserve$Officers$Training$
Corps$
The$2016$AHERO$Fundraising$Campaign$Concept$$Inspired$by$the$Auburn$University$Sigma$Pi$Fraternity$&$NROTC$Unit$
AHERO,&Inc
31-Dec-15 31-Dec-16 Actual Proforma Projected Change % Change
Revenue Contributions 88,766.78 175,000.00 $86,233 97% Fundraising Campaign 0.00 1,000,000.00 $1,000,000 N/A Other Revenue 484.74 500.00 $15 3% Total Revenue 89,251.52 1,175,500.00 $1,086,248 1217%
Other Income and Expense
Advertising 2,977.57 5,000.00 2,022.43 68% Awards/ Plaques 2,137.00 7,500.00 5,363.00 251% Bank Service Charges 2,051.91 2,100.00 48.09 2% Donations 0.00 0.00 0.00 N/A Fundraising Expesnes 1,500.00 92,500.00 91,000.00 6067% General Expenses 775.00 1,000.00 225.00 29% Hunting/ Fishing Licenses 1,445.92 2,500.00 1,054.08 73% Insurance 0.00 0.00 0.00 N/A Meals & Entertainment 2,390.21 8,500.00 6,109.79 256% Miscellaneous 1,083.24 2,500.00 1,416.76 131% Office Expenses 698.36 1,000.00 301.64 43% Postage & Delivery 10.63 250.00 239.37 2252% Printing & Stationery 0.00 1,500.00 1,500.00 N/A Professional fees 5,100.00 20,000.00 14,900.00 292% Special Event Expenses 19,012.39 50,000.00 30,987.61 163% Taxes and Licenses 0.00 0.00 0.00 N/A Taxidermy fees 4,950.95 10,000.00 5,049.05 102% Travel 29,160.22 75,000.00 45,839.78 157%
0.00 N/A Total Other Income and Expense 73,293.40 279,350.00 206,056.60 281%
Change in Fund Balance-Operations 15,958.12 896,150.00 880,191.88 5516%
Capital Improvements-Pavillion 0.00 300,000.00 300,000.00 N/A
Net Change in Fund Balance 15,958.12 596,150.00 580,191.88 3636%
Income$Statement&Cash$Basis&Proforma$
[12$months$ended$31$December$2016]&
Budget
Excess&funds&raised&during&2016&to&be&uIlized&for&warrior&support&in&2017&
DonaIon&Plalorm
Face$to$Face$Fundraising$
(Card&Swiped&DonaIons)&" Apple&&&Windows&Based&Plalorm&" Self&Service&DonaIon&Kiosk&&" Ticket&Sales&&&RedempIon&" Retail&Point&of&Sale&(merchandise)&
Support$Services$
" Planning&and&Strategy&" ExecuIon&&" Analysis&
Donor$CRM$
" Manage&Donor&Profiles&" TransacIon&Manager&" Donor&Reports&&" Import&/Export&Tools&" Enter&Offline&DonaIons&
eCommerce$Fundraising$
" Online&&and&Mobile&Giving&" OneIme&DonaIons&" Recurring&DonaIons&" Text&to&Give&" Peer&to&Peer&Fundraising&" Event&Specific&Fundraising&Pages&" Campaign&Fundraising&Pages&
Technology&for&Nonprofits&to&Engage&Donors&and&&Empower&Giving&AnyIme&and&Anywhere&
DIGIPRO&MEDIA,&LLC&
Whether&contribuIng&online,&on`the`go&or&in&person…&organizaIons&use&these&powerful&tools&that&funnel&donors&to&their&cause&and&
encourage&them&to&become®ular&contributors&
MarkeIng&Plan
GOALS$FOR$EARLY$2016:$$The&preliminary&goal&will&be&to&help&broaden&the&AHERO&brand&through&web&and&mobile&communicaIon.&We&are&focused&on&educaIng&our&target&market&to&AHERO’s&mission&by&increasing&awareness&of&veterans&suicide&and&encouraging&an&investment&towards&veterans&rehabilitaIon.&The&AHERO&branding&campaign,&will&test&mulIple&strategies&to&see&what's&most&impaclul&in&driving&a&new&audience&to&AHERO's&website.&&$
AUDIENCE$TARGETING:$Audience&targeIng&will&select&specific&segments/audience&groups&such&as&users&that&have&contributed&to&charitable&donaIons&for&Veterans.&This&is&a&top&of&funnel&markeIng&iniIaIve,&and&its&primary&goal&is&to&generate&clicks&to&drive&users&back&to&AHERO's&site,&from&which&there&will&be&a&pixel&on&the&homepage&to&ensure&we&retarget&for&future&events,&donaIons,&that&we&plan&to&promote.&&KEYWORD$CONTEXTUAL:$We&also&have&the&ability&to&serve&ads&on&websites&or&domains&based&off&of&a&keyword&list&we&generate.&So&for&instance,&we&could&use&"Veterans,"&"donaIons,"&"outdoor&acIviIes"&``&and&then&serve&AHERO&banners&on&any&website&that&has&those&keywords&menIoned&on&pages.&It&serves&as&a&brand&building&campaign&that&will&help&drive&new&users&/&audiences&to&AHERO&to&conInue&the&educaIon.&&DIRECT$PUBLISHER:$We&would&create&a&white&list&of&websites&where&we&know&the&target&audience&of&AHERO&browses&the&web.&We&could&then&serve&ads&on&the&list&of&approved&sites&directly&without&having&to&buy&inventory&or&monthly&impressions&from&each&publisher&separately.&&RETARGETING:$3$of$the$campaigns$above$would$be$our$"variables"$in$the$iniYal$test$early$in$the$year$
to$see$what$drives$the$best$results.$The$retargeYng$campaign$will$have$pixels$and$scripts$on$AHERO's$site$that$will$cookie$every$single$user$that$visits,$and$can$retarget$
them$at$any$Yme,$for$any$campaign,$in$the$future.$This$campaign$will$be$our$major$
donaYons$vehicle$in$Q4$of$2016.$$
MarkeIng&Plan
GOALS:$$
• Serve&as&a&“trusted&advisor”&to&service&members&and&Veterans&with&connecIon&to&appropriate&services&as&they&proceed&through&the&healing&process&unIl&they&are&ready&for&AHERO’s&actual&event&related&service&
• Sign&up&as&many&qualified&service&members&and&Veterans&as&possible&to&engage&in&AHERO&services&
• Build&public&awareness&of&the&fraternal&and&recreaIonal&services&that&AHERO&provides&
" UIlize&high`profile&endorsements&to&build&trust&in&the&brand&and&services&" Promote&AHERO’s&“Success&Stories”&with&genuine&tesImonials&from&soldiers&and&leadership&and&compelling&visual&content&from&AHERO&operaIons&
• Build&audience&segments&based&on&online&user’s&interacIons&with&the&AHERO&website&and&social&media&campaigns&
" Analyze&demographics&and&common&interests&/&occupaIons&/&locaIons&/&offline&behavior&of&prospecIve&donors&/&supporters&of&the&AHERO&mission&
• Aser&iniIal&brand&building,&begin&solicitaIon&of&donaIons&from&targeted&audience&segments&for&RecreaIonal&Campaigns&
• For&many&users,&AHERO&will&sIll&be&a&new&concept,&our&first&donaIon&drives&will&be&focused,&small&asks&(“Donate&a&box&of&Ammo&to&a&Veteran&for&$10)&with&the&opportunity&to&donate&more&and&educaIon&on&AHERO’s&larger&plans&and&overall&mission&&
Top1Level$Branding$Goals$for$AHERO$2016&
PosiIon&AHEROUSA.com&as&a&trusted&informaIon&portal&that&will&provide& injured&Veterans& a& curated& list& of& resources,& news& and&commentary&to&aid&in&their&transiIon&to&a&post`combat&life.&
Quarterly&MarkeIng&Plan&Quarter 1
Q1$1$Awareness$Building$via$Social$Media$and$TradiYonal$Media$/$Enhancement$of$Online$Services$Provided&
• Build&on`site&list&of&resources,&news&and&commentary&to&aid&in&their&transiIon&to&a&post`combat&life&delivered&in&an&“Editor’s&Choice”&format&on&landing&pages&with&deeper&info&in&blog&posts&" This&effort&is&ongoing&and&will&be&enhanced&by&user&feedback&and&
future&partnerships&over&Ime&
• UIlize&Celebrity&and&Leadership&endorsement&to&build&trust&around&the&AHERO&brand&via&any&and&all&available&media&formats&
• Solicit&“Earned&Media”&in&local&and&niche&publicaIons&
• Create®ional&Brand&Awareness&`&Target&Users&based&on&topical&interests,&charitable&donaIon&behavior,&military&branch&affiliaIon&as&well&as&associaIon&with&wider&related&categories&such&as&Sigma&Pi,&Auburn&University,&NRA,&and&Veterans&Causes.&&" Users&who&respond&to&these&adverIsements&will&be&“segmented”&
or&categorized&based&on&their&interacIon&with&AHERO’s&various&website&pages&
• Target&potenIal&Heroes&to&sign&up&for&upcoming&events&
• Create&local&and®ional&brand&parIcipaIon&`&Promote&Sigma&Pi’s&February&event&with&alternate&messaging&for&different&audience&segments&for&future&donaIon&requests&
Quarterly&MarkeIng&Plan&Quarter 2
Q2$1$Brand$Engagement$and$Further$Awareness$Building&
• Analyze&demographics&and&interest&categories&of&engaged&users.&Begin&to&solicit&small&donaIons&for&upcoming&AHERO&events&(Donate&a&box&of&Ammo&to&a&soldier&for&$10)&while&educaIng&the&user&on&AHERO’s&larger&campaigns&and&missions&
• Build&Email&Database&and&apply&sales&funnel&analysis&(Sort&donors&into&“Large/Small&donors”,&“Recurring/One`Time&Donors”,&and&use&custom&messaging&for&each&group&to&idenIfy&potenIal&converts&to&higher&donaIon&levels&
• Promote&upcoming&events&and&acIviIes&with&the&3`fold&intenIon&of&growing&the&HERO&base,&donor&base&and&brand&awareness&`&separate&campaigns&for&each&
• Gather&compelling&visual&content&from&each&event&
• Begin&larger&awareness&campaign&for&Pavilion&Project&using&content&from&past&events&and&celebrity&/&leadership&endorsements;&Give&opportunity&for&donaIon&but&focus&on&educaIon&
Q3$1$Ramp$Up$DonaYon$Campaigns$to$Fund$Pavilion$&
• Analyze&all&gathered&data&to&generate&high&level&conclusions&about&past&strategies&per&campaign&objecIve&and&shis&objecIves&and&strategies&where&applicable.&At&this&point&we&should&have&a&good&idea&of&“what&works?”&and&“who&wants&to&help?”&Now&we&heavily&ramp&up&ad&spend&with&confidence,&engaging&proven&high&ROI&concepts&to&meet&the&$300k&pavilion&goal&
• ConInue&Event&promoIon&and&content&generaIon&outlined&in&Q2&
Quarterly&MarkeIng&Plan&Quarter 4
Q4$1$Brand$Awareness$Upgrade$/$Major$DonaYon$Push&
• Document&EVERYTHING&related&to&the&Pavilion’s&announcement&and&construcIon&with&the&intenIon&of&crasing&an&emoIonal&bond&between&donors&to&the&campaign&and&its&success.&&
• At&this&point&we&will&have&emoIonal&investment&from&a&significant&porIon&of&our&donors&and&plenty&of&“success&stories”&to&promote.&We&begin&the&quarter&with&updates&on&the&Pavilion&project&and&bring&users&on&the&journey&of&its&creaIon.&This&style&of&engagement&will&conInue&in&perpetuity,&but&will&be&accompanied&by&a&major&donaIon&campaign&throughout&the&month&of&December.&
• At&this&point&we&will&have&also&built&out&a&rich&resource&base&for&AHEROUSA.com’s&primary&funcIon&of&supplying&trusted&informaIon,&aid&and&resources&to&soldiers¬&yet&ready&for&AHERO’s&recreaIonal&services.&This&is&the&long&term&strategy&for&NaIonal&Brand&Awareness&and&will&be&a&major&component&of&2017’s&growth&strategy.&
We#have#a#high# level#of#confidence# in#mee1ng#our# income#goals#during#the#December#dona1on#cycle.#The#secondary#and#ter1ary#goals#of#event#par1cipa1on#and#regional<to<na1onal#brand#awareness#will#give#AHERO#every#tool#it#needs#to#make#reasonable#forecasts#for#any#future#campaign#planning# which# is,# from# a# marke1ng# and# business# development#perspec1ve,#invaluable.&
Assuming#the#Stock#Market#doesn’t#crash#aHer#the#Presiden1al#elec1on…&
There&for&the&Warrior&Class