1. Internal & External Problem Definition
2. Road Map 3. Why NSSC?
4. Building Brand Equity 5. Growth & Cost Structure
Resources
6. Crowd-‐Funding Solutions
Presentation Overview
* In the state of Illinois, nonprofits providing social services face increasing service demands with corresponding decreases in public funding. * Huge anticipated growth of seniors in the near future due
to aging boomers. * Significant growth potential in the social service sector,
but limited resources to facilitate expansion. * General perception is incongruent with mission/vision. * NSSC lacks public awareness and engagement with
potential donors.
Problem Definition
Key Questions How should NSSC be positioned to appear more engaging and attractive to potential fundraising sources? What segments of NSSC’s business can optimally be leveraged for crowd-‐funding opportunities? How can NSSC craft strategic messages to attract multigenerational financial support? In what ways can NSSC grow its donor base, but also retain those donors year-‐over-‐year?
Over 50% of the annual budget comes from federal, state and municipal funds. Current fundraising dollars are limited, but have potential to grow based on increased community awareness and understanding of competitors.
Deteriorating Government Funding
Name: North Shore Senior Center
VS Mission Statement: “The mission of the North Shore Senior Center is to foster independence and well-‐being of older adults; enhance their dignity and self-‐respect; and, promote their participation in and contribution toward all aspects of life.”
Perception Problem
Funding potential is lagging due to the lack of awareness outside of the older-‐adult cohort or those directly affected by someone receiving services from NSSC. Other generational groups provide large sources of relatively untapped funding potential, but NSSC lacks engagement with those potential donors.
Multigenerational Awareness Issue
Determine Core Message
Build Awareness, Understanding &
Care
Drive Larger Audiences
Collect More Donations
NSSC’s Road Map
Why NSSC?
* Competitive Environment: * 40+ senior centers in the
North Suburban Area * Mission: * Foster independence and
well-‐being of older adults * Enhance their dignity and
self-‐respect * Promote their participation
in and contribution toward all aspects of community life
Why NSSC?
Strengths Opportunities
• Offers the Social Service Sector • House of Welcome • Lifelong Learning Program • Health Center • Staff & Reputation
• Online connectivity to those in community
• Become recognized Alzheimer expertise in community
• Partnerships • Volunteerism for younger generation
involvement
Weakness Threats
• Misconception of “Senior Center” name
• No home care or residential service • Visibility in the community
• Recognized as “older” people service center and residential facility
• Falling behind technology • Funding • Competition
Building Brand Equity Brand equity must be established to build awareness for NSSC in local community. 1. Build a multi-‐platform social media
campaign. 2. Partner with Northwestern’s
Cognitive Neurology and Alzheimer’s Disease Center.
3. Establish brand essence. 4. Be proactive and reach out to local
media outlets.
* Found positives, negatives and recommendations for each social media platform based on a social media audit: * Facebook * Google+ * YouTube * LinkedIn * Twitter
Multi-‐Platform Social Media Campaign
It is recommended that NSSC partner with Northwestern’s Cognitive Neurology and Alzheimer’s Disease Center to expand influencers supporting the center.
Partnership With CNADC
Use and expand both NSSC’s donor and partner network by being proactive and leveraging local media outlets on a continuous basis.
Local Media Outlets
The brand essence for North Shore Senior Center incorporates the patients, their stories, and how NSSC
changed their lives. NSSC must record the essence of the brand and its patients through videos depicting the brand
story. These videos leverage emotional ties to build multigenerational awareness in potential donors.
Establish Brand Essence
Growth & Cost Structure Resources 1. Partner with the HandsOn
Network. 2. Partner with local businesses.
* Rational – In order to grow, NSSC needs bodies to help support expansion in services. Volunteers are a great way to leverage resources to grow, while keeping costs minimal. * Objective – To recruit 1,000 volunteers and 10,000 hours to
serve the social service program in NSCC by December 31st, 2015. * NSSC could save at least $80,000 in cost, based on estimates
with Illinois’s minimum wage. * Resources Available – HandsOn Suburban Chicago, One
Good Deed Chicago, Chicago Volunteer Network and Volunteer Match.
HandsOn Network
Partner with local business to reach and recruit more senior members and non-‐members to sign-‐up for classes. * Rational – There are about 270,000 seniors in the Chicago
area, while NSSC serves over 18,000 of them annually. There is potential markets to explore through the Lifelong Learning program. * Objective – To recruit 1,000 new customers to sign up for
$1,000 in courses each by December 31st, 2015. * NSSC could increase revenue by $1 million (estimated by the
average cost per course). * Resources Available – B&N for seniors, North Shore
Healthcare, local restaurants, etc.
Local Business Partnerships
Crowd-‐Funding Solutions 1. Expansion of Annual Benefit 2. Renting out the facilities 3. Sponsorships with local sports
teams 4. Alzheimer's Association
Partnership 5. Art Shows & Farmer’s Markets
* Event Details – 500-‐person silent auction and dinner benefit held at a Chicago-‐area ballroom (of at least 8,000 sq. feet) once a year with members of the community * Attendees will pay a $100 fee to attend the event * Key speakers will be in attendance to provide keynote speeches
regarding many of the issues NSSC promotes. * NSSC will utilize key partnerships with Alzheimer’s Association
and CNADC * Cost – Without corporate partnerships reducing overhead for
event expansion, a facility of this size with (at minimum) food, equipment and entertainment, could range anywhere from $50,000 to $90,000 * Costs exclude promotion of event, invitations and silent auction
items.
Annual Benefit Expansion
Annual Benefit Expansion
* Razoo campaign used to fund the expansion of the annual benefit. * Online donation platform
targeted at raising funds for the enlarged Annual Benefit.
* Promoted across NSSC’s social media accounts.
* How the message is crafted will be key to the funding potential.
* Partnerships with local businesses to build silent auction inventory with 100% donated goods. * Reduces costs of acquiring
goods to be auctioned. * Donation requests
promoted across NSSC’s social media accounts and local media outlets.
* How much will the Annual Benefit will be marketed? * It will be marketed across social media platforms, through
direct mail invitations, in local media outlets, and at NSSC’s physical location.
* How will the message be crafted? * The message will be crafted as an invitation for community
members to come out and support not only their families and community members, but also their future.
* What time frame will it occur? * The event will occur in the 3rd quarter of each year beginning
in fall 2016.
Annual Benefit Expansion
Item Inflow or Outflow Cash Received or Spent
Event Cost ($90,000)
Razoo Funding $50,000
Ticket Price ($100*500 guests) $50,000
Donations (From Auction and Donation Table)
$500,000
Total Raised $510,000
Annual Benefit Expansion
• NSSC facilities generally remain unused after 4pm and on weekends.
• This opens the door for a great opportunity to raise additional funds.
Renting Out the Facilities
* What will this initiative do? * Rent out facilities to other organizations and host community events * BBQ parties * Ballroom Dancing * Garden Party
* How will the message be crafted? * Invitation for community members
* How will it be marketed? * Across social media platforms * Directly to local townships * Direct mail invitations * Local media outlets
Renting Out the Facilities
* What time frame will it occur? * Facilities can be rented out at any time during the year
* How much will it raise? * Facility Fee -‐ $2,000 per event * Entrance Fee -‐ $10 per guest * Donations – Unlimited
Renting Out the Facilities
Local Sports Team Sponsorships
* NSSC has already approached the Chicago Bears, Blackhawks, and Cubs but NSSC failed to make a connection * NSSC can consider reaching out to local sports teams – minor league, high school, junior college.
Local Sports Team Sponsorships
* What will this initiative do? * Reach out to the Midwest league, Chicago Sky, Chicago Steel,
Kane Country Cougars, Chicago Wolves, Northwestern University, etc.
* How will the message be crafted? * Invitation to sports fans to engage with NSSC
* How will it be marketed? * Across social media platforms * Local media outlets * NSSC’s physical location
Local Sports Team Sponsorships
* What is the time frame? * Year-‐Round * How much will be raised? * Realistically could raise an estimated $2,500 per team * Donations from those gained through this partnership
could reach $30,000 annually
* World’s leading voluntary health organization in Alzheimer's care, support and research. * NSSC can leverage this
relationship and use their knowledge, help bring more people to help the cause, and get network benefits in terms of donors.
Alzheimer’s Association Partnership
Alzheimer’s Association Partnership
* What will it do? * Alzheimer’s is the 6th largest cause of death Illinois and an
estimated 210,000 seniors are affected by the disease. * Alzheimer’s Association Mission – A world without Alzheimer’s
disease. * Core Value – Inclusiveness that provides opportunities and forums for
many stakeholders to be heard across activities throughout the Association.
* How will it be marketed? * For NSSC – Leverage digital resources through partnership and
provide a donation table at the AA’s walks and events. * For AA – Have an externally-‐recognized treatment provider in the
greater Chicago area that helps Alzheimer patients cope with the illness.
Alzheimer’s Association Partnership
* How much will be raised? * AA raised $122 million for research within 2014 Fiscal Year. * $5 from all of the 11,346 walkers in Chicago
* How will the message be crafted? * NSSC is a trusted care provider that would form an arms-‐
length partnership with AA. * NSSC provides educational resources for afflicted or families.
* What is the time frame? * Talks could be initiated throughout the remainder of this year
and implemented in 2016 at the walks and events.
* What is it you want to do? How are you going to market it? * Collaborate with townships, local businesses, national/local
charity ,and art communities to sell artwork for fundraising * 11 towns in North Suburban area, not including Chicago * 55 farmer markets in Chicago area, opened from Saturday to
Thursday * 10 art, crafts and culture events coming up in June in greater Chicago
area.
Art Shows & Farmer’s Markets
Art Shows & Farmer’s Markets
• How much will be raised?
• E.g. Evanston Downtown Market • 58 Vendors, 1428 Likes on Facebook
• Awareness: • # of population * 35% see it • =5,804 * 35%=1741.2
• Fundraising: • # of weeks opened * (# of people buy
=35%see it * 0.5%) * price/piece =26*(1741.2*0.5%)*$25=26*8.706*25
• =$5658.9
• Total Awareness • 1741.2*55=95,766
• Total Fundraising: • 5658.9*55=$311,239.5
Art Shows & Farmer’s Markets
• Time Frame: • Starting May through October
• Message: • NSSC is ultimate place to promote participation in & contribution
toward all aspects of community life • To help Alzheimer's patients in community
• Measurement: • Buy artwork → • Leave their contact info → • & Give 1 free lifelong learning class participation coupon → • Track those who come to NSSC