The Keyhole Campaign Summer 2018 Intern Project Jennifer Pehota, Christopher Arduini, Luke Raicik, Aidan Scott, Meaghan Barnett, Sophia Gourley, Alison Boghosian, Colleen O’Connor, Andre Jett 1
The Keyhole Campaign Table of Contents 3 ---- Assignment Overview 7 ---- Survey Results 11 ---- The Keyhole Campaign 14 ---- Transparency 23 ---- Awareness 59 ---- Education 76 ---- Review 77 ---- Expenses 79 ---- Deliverables 2
Assignment Overview 3
Assignment Overview Details ● Develop ideas to help Journey Home capture more ongoing financial donations from individual donors in 2018 and beyond. ● Consider ways to leverage innovation/new technology to reach and engage with the audience. ● Create ideas pro bono 4
Assignment Overview Objectives Help meet the client goal of generating $300,000 in financial donations in calendar year 2018, and set stage for 2019 and beyond. 5
Assignment Overview Deliverables A collection of ideas that meet the parameters of the assignment and that are as close to final as possible. 6
Survey Results 7
Survey Results Demographics 197 Respondents Gender Age Range 8
Survey Results Social Media Habits Do you get your news through social media? What social media platforms do you use regularly? 9
Survey Results Donation Habits Would you be more inclined to donate to a nonprofit where you knew exactly where your money was going and what it was being put towards? How often do you donate? 10
Transparency Awareness Education The Keyhole Campaign 11
The Keyhole Campaign Our Proposal The 3 Pillars This campaign is focused on driving more donations by concentrating on awareness, transparency, and education to ultimately unlock doors Our goals for the Keyhole and opportunities for the Capital Campaign include using both innovative and strategic ideas to Region’s homeless community. boost recurring donations for Journey Home. 12
The Keyhole Campaign Overview Transparency Awareness Education Ease of Access Donation Page Local Resources Revamp Internal Efficiency Media Pitching Messaging Online Infographics Advertising Social Media Content Creative Branding 13
Transparency Awareness Education The Keyhole Campaign 14
Donation Page Revamp 15
Donation Page Revamp Why revamp the donation page? Acknowledge that Collect more Utilize tangibles potential donors individual and timeline on need to know donations through website donation where money is a trusting website page going audience Revamping the donation page to be more transparent will allow website visitors to feel more comfortable donating. 16
Donation Page Revamp Utilize Tangibles Recommend placing tangibles on website like ● Immacare Recommend using timelines to to better ● explain systemic change model and what Journey Home has already accomplished Recommend showing how far along Journey ● Home is to reaching goals List of Journey Home’s Current Tangibles - $25 provides one month of transportation to/from work or school - $50 covers the cost of a moving truck - $100 helps connect people to the proper medical care - $250 goes towards a home makeover - $750 houses a person for one month 17
Donation Page Revamp Donation Goal Mock Up Animations Segment that could be posted at one time Full Video 18
Messaging 19
Messaging Why clarify Journey Home’s message? Disseminate Encourage new and Create messaging messaging across repeated donations that clearly defines all Journey Home from the mission and goals platforms community A clear mission, vision and values across all platforms will clarify the purpose of Journey Home and assure donors they are having a direct impact. 20
Messaging Emphasize Purpose Many people are unfamiliar with ● Journey Home Journey Home is a systemic change ● organization Have you heard of Journey Home? Avoiding Confusion: Journey Home provides ● permanent housing Is not a shelter ● ● Provides continual services even after a home is found 21
Messaging Messaging Examples Journey home doesn’t do band-aids. We aren’t about temporary solutions or surface-level fixes. We’re focused on system change. We transform lives, and by doing so we’re working toward the complete eradication of homelessness in our community. We provide keys. These keys unlock doors to a better life and the opportunities every person deserves. Behind these doors are shelter, food for their children, clothes to wear to job interviews, and networks of resources combined in one place. We have a system, and we know it works . We’ve already eliminated 100 percent of chronic homelessness in the Hartford community. But we want to take it further. We want to do more. 22
Transparency Awareness Education The Keyhole Campaign 23
Ease of Access 24
Ease of Access Why make it easier to donate? Make it easier for Capitalize on Acknowledge not people to donate, innovative everyone uses and for Journey technologies to checks or has a Home to collect increase donation PayPal account donor info rates By looping in innovative technologies, we can help make donating an easier process and build a community of recurring donors. 25
5 carry Ease of Access Facts/Statistics: Square 50% of people carry cash with ● them less than half the time 1 in 5 people carry a ● checkbook with them on a daily basis People tend to spend more ● when they have a card Used by nonprofits to collect ● donor information in addition to donations Enabling use of credit cards ● would expand their reach immensely 26 03 Source: Creditcards.com, Onovative, Psychology Today
Ease of Access GoFundMe #1 Donation Platform People have raised more money on GoFundMe than anywhere else. Transparency Funds go to the right place. GoFundMe offers a secure platform for donating and transferring funds. *If funds aren’t delivered to the right person, GoFundMe will donate the missing amount. GoFundMe is the world’s largest online fundraising platform, with more than $5B billion raised so far. Pricing and Fees For US certified charity campaigns, $65 million+ GoFundMe's platform and payment processing fees total 7.9% plus $0.30 raised per year per transaction and are deducted in 50,000+ real-time from each donation. charity campaigns per year 27 Source: GoFundMe
Ease of Access Facebook Statistics: 78% of our survey respondents are ● active on Facebook 45 million people send birthday ● Donations via Facebook page wishes on Facebook everyday ● Recommend exploring live video donation options Viewers can donate as they watch the live ● video or once the video has been posted. Source: Facebook Newsroom Facebook Birthday ● Recommend creating more awareness around donating one’s birthday to Journey Home via social media and on website donation page ● Facebook prompts everyone with creating a birthday fundraiser Small fees associated ● 28 03
Internal Efficiency 29
Internal Efficiency Why improve internal efficiency? Contact more Allocate time more Establish recurring donors in less time efficiently to avoid donation network and target setbacks from with new donors appropriate new mundane tasks ones Utilizing innovative technology can help quickly and efficiently contact the right donors at the right time. 30
Internal Efficiency Mail Chimp Free alternative to Constant Contact Construct one common email for your ● entire contact database to receive Schedule time for email to be ● automatically sent Receive up to date statistics about your ● email to understand which aspects are most effective 31
Internal Efficiency Gravyty Innovative and Time Saving Self-written emails to specific donors ● ○ Solves issue of time consuming email restrictions Provides weekly agenda of who to contact and ● how Pricing and timetable unclear ● 32
Online Advertising 33
Online Advertising Why advertise online? Utilize the growing Draw attention to Drive more website capabilities of both the traffic leading to digital ads to organization and donations through spread word about the presence of digital advertising Journey Home homelessness Source: digitaldoughnut.com Source: leadpup.com Online advertising will be a highly effective way to reach and engage new potential donors who fall within a specific and narrow target audience. 34
Online Advertising Case Study : Goodwill digital spot TV Q : Can changing the nonprofit’s mix of TV, print, digital, and radio advertising affect donations? media A : YES donations Results showed that digital advertising only made up 5% of Goodwills campaign but 49% of donations radio were derived from it! print 35 Source: AdWeek
Online Advertising Past Google Grant Journey Home has received the Google AdWords Grant in the past through a 3rd party managed vendor, Clicks for Cause. Grant use stopped after 3 months due to lack of satisfaction from the client, seeing little results. 36 Source: Journey Home
TRUTH IN NUMBERS 6.7 clicks THOUSAND 176.2 Online Advertising impressions Google Grant THOUSAND Past Performance CTR 3.8% 37 Source: Journey Home
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