chicago coalition for the homeless tatiana goncalves kristina johnson lizbeth silva bryan wood

Chicago Coalition for the Homeless Tatiana GoncalvesKristina JohnsonLizbeth SilvaBryan Wood

The company• Non-profit organization based in Chicago, IL

• Advocate, prevent, and end homelessness in Chicago and rest of Illinois • Advocate public policies & execute strategic campaigns and community

outreach

• Outreach to more than 30 shelters and 4,500 people through street programs

• Rated 4 Star Charity by Charity Navigator

• Can be found on Facebook and Twitter or on website www.chicagohomeless.org

Mission

Since 1980, the Chicago Coalition for the Homeless (CCH) has had mission:

“We organize and advocate to prevent and end homelessness, because we believe housing is a

human right in a just society.”

Ethics/social responsibility commitment• Commits to social responsibility of betterment of people in poverty

• Dedicated to fighting homelessness

• Works for community justice and are changing the face of homelessness by speaking to people of all ages, religions, and economic levels

Personnel involved in the marketing effort• Over 25 Board of Directors that oversee the organization as a whole

• Regular staff members- administration, development, community organizing,

advocacy and public policy, law, and support

• In 2014, 16 interns from various institutions to promote CCH’s effort

Market demographics• Low-income individuals and families consist of 60% of housing needs

- “Nearly two-thirds of people suffering from homelessness are individuals and the other third are people in families”

• In Chicago, African Americans consist of 78.1% of homeless population

• Based on findings, our targeted user would be low-income, African American individuals in Chicago area.

Market Segmentation

46.2%

25.5%

14.5%

13.8%

Low-income individuals

The homeless

Victims of abuse

Low-income families

Market Needs

• Chicago Coalition for the Homeless works to provide people in poverty with basic needs such as food, shelter, and work.

• Major services in this industry include providing temporary and transitional housing for the homeless

Market trends• Poverty rate

-Increase in poverty will increase demand for housing services

• National unemployment rate-Unemployment usually leads to decrease in income, making housing less affordable

• Federal funding-Affect revenue

• Per capita disposable income-Increase in disposable income will decrease demandfor housing services because more likely to afford ownhousing options

Market growth & size

• 2008-2009 recession caused industry growth

• As economy recovers, market is declining as employment is slowly increasing

• IBISWorld forecasts continued demand through 2018 and expects revenue increase at average annual rate of 0.7% to reach $12.7 billion in 2018

Key Success Factors

• Provide goods/services in diverse locations in Chicago communities

• Access secure revenue

• Integrated operation to improve logistics and administration

• FUNDING-more funding, ability to help more homeless

Current Donation Page

Proposed New Service OfferingOnline personal profile for homeless individuals and families

- feature story and picture- direct link to donate to specific person or family- separate secure accounts for funding

Marketing position- heart felt marketing to solicit donations- advertising on social media sites and mobile devices

Sweepstakes rewards- every $25 donated, donors name entered into monthly drawing for a prize or cash reward

Goals- increase contributions by $400,000 in first year- total contributions over $2 million/year- as many people to affordable housing as possible

Proposed Web Format

Within The Profile• Picture of the person or family in need.

• Background information.

• Fundraising goal.

• Reasoning for why they are struggling.

• Skills and future plans.

• Multiple donation buttons throughout the profile.

How we plan to reach our target audiences• Use multiple social media platforms.• Heartfelt marketing to encourage donations.• Paid advertising in order to spread the word.• Encouraging donations by offering sweepstakes.• Posters posted throughout Chicago with a QR code to access

our website.• Giving our homeless individuals or families business cards with

the direct profile QR codes to pass out.

Donation Information• Money will go to individuals or families directly instead of

going into the organizations account.• Profiles will let donors know exactly what the donor is using

the money for.• Donors will be able to see the direct impact of their donations.• When fundraising goals are achieved, profiles will be updated

to let donors know how that individual is succeeding. • Donations will be held in secure accounts allowing only

appropriate usage of money for the individual or family.

Benefits of Our New Service• Increased donations.

• A more well known organization.

• Social responsibility taken to the next level.

• More comfortable donating.

• Increased awareness of the homeless situation.

• A way to give back to donors.