The Keyhole Campaign Summer 2018 Intern Project Jennifer Pehota, - - PowerPoint PPT Presentation
The Keyhole Campaign Summer 2018 Intern Project Jennifer Pehota, Christopher Arduini, Luke Raicik, Aidan Scott, Meaghan Barnett, Sophia Gourley, Alison Boghosian, Colleen OConnor, Andre Jett 1 The Keyhole Campaign Table of Contents 3 ----
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
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3 ---- Assignment Overview 7 ---- Survey Results 11 ---- The Keyhole Campaign
14 ---- Transparency 23 ---- Awareness 59---- Education 76---- Review
77 ---- Expenses 79 ---- Deliverables
The Keyhole Campaign
Table of Contents
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financial donations from individual donors in 2018 and beyond.
and engage with the audience.
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Assignment Overview
Details
Help meet the client goal of generating $300,000 in financial donations in calendar year 2018, and set stage for 2019 and beyond.
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Assignment Overview
Objectives
A collection of ideas that meet the parameters of the assignment and that are as close to final as possible.
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Assignment Overview
Deliverables
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Survey Results Gender
Demographics
Age Range
197 Respondents
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What social media platforms do you use regularly? Do you get your news through social media?
Survey Results
Social Media Habits
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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?
Survey Results
Donation Habits
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The 3 Pillars
This campaign is focused on driving more donations by concentrating on awareness, transparency, and education to ultimately unlock doors and opportunities for the Capital Region’s homeless community.
Our goals for the Keyhole Campaign include using both innovative and strategic ideas to boost recurring donations for Journey Home.
The Keyhole Campaign
Our Proposal
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The Keyhole Campaign
Overview
Transparency Awareness Education
Donation Page Revamp Messaging Ease of Access Internal Efficiency Online Advertising Social Media Content Creative Branding Local Resources Media Pitching Infographics
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Revamping the donation page to be more transparent will allow website visitors to feel more comfortable donating.
Donation Page Revamp
Why revamp the donation page?
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Acknowledge that potential donors need to know where money is going Utilize tangibles and timeline on website donation page Collect more individual donations through a trusting website audience
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Donation Page Revamp
List of Journey Home’s Current Tangibles
transportation to/from work or school
proper medical care
Utilize Tangibles
Immacare
explain systemic change model and what Journey Home has already accomplished
Home is to reaching goals
Donation Goal Mock Up Animations
Segment that could be posted at one time Full Video
Donation Page Revamp
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A clear mission, vision and values across all platforms will clarify the purpose
Messaging
Why clarify Journey Home’s message?
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Create messaging that clearly defines mission and goals Disseminate messaging across all Journey Home platforms Encourage new and repeated donations from the community
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Journey Home
Messaging
Emphasize Purpose
Have you heard of Journey Home?
Avoiding Confusion:
permanent housing
even after a home is found
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
food for their children, clothes to wear to job interviews, and networks
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.
Messaging
Messaging Examples
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By looping in innovative technologies, we can help make donating an easier process and build a community of recurring donors.
Ease of Access
Why make it easier to donate?
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Acknowledge not everyone uses checks or has a PayPal account Make it easier for people to donate, and for Journey Home to collect donor info Capitalize on innovative technologies to increase donation rates
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Ease of Access
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Facts/Statistics:
them less than half the time
checkbook with them on a daily basis
when they have a card
donor information in addition to donations
would expand their reach immensely
Source: Creditcards.com, Onovative, Psychology Today
Square
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.
#1 Donation Platform People have raised more money on GoFundMe than anywhere else. Pricing and Fees
For US certified charity campaigns, GoFundMe's platform and payment processing fees total 7.9% plus $0.30 per transaction and are deducted in real-time from each donation.
GoFundMe is the world’s largest
more than $5B billion raised so far.
Ease of Access
GoFundMe
Source: GoFundMe
50,000+
charity campaigns per year
$65 million+
raised per year
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Statistics:
active on Facebook
wishes on Facebook everyday
Donations via Facebook page
video or once the video has been posted.
Facebook Birthday
around donating one’s birthday to Journey Home via social media and on website donation page
birthday fundraiser
Source: Facebook Newsroom
Ease of Access
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Utilizing innovative technology can help quickly and efficiently contact the right donors at the right time.
Internal Efficiency
Why improve internal efficiency?
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Allocate time more efficiently to avoid setbacks from mundane tasks Contact more donors in less time and target appropriate new
Establish recurring donation network with new donors
Free alternative to Constant Contact
entire contact database to receive
automatically sent
email to understand which aspects are most effective
Internal Efficiency
Mail Chimp
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Innovative and Time Saving
○ Solves issue of time consuming email restrictions
how
Internal Efficiency
Gravyty
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Online advertising will be a highly effective way to reach and engage new potential donors who fall within a specific and narrow target audience.
Online Advertising
Why advertise online?
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Source: leadpup.com Source: digitaldoughnut.com
Utilize the growing capabilities of digital ads to spread word about Journey Home Drive more website traffic leading to donations through digital advertising Draw attention to both the
the presence of homelessness
Q : Can changing the nonprofit’s mix of TV, print, digital, and radio advertising affect donations? A : YES Results showed that digital advertising only made up 5% of Goodwills campaign but 49% of donations were derived from it!
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Online Advertising media donations digital spot TV radio print
Source: AdWeek
Case Study : Goodwill
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Source: Journey Home
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.
Google Grant
Past Performance TRUTH IN NUMBERS
clicks impressions CTR
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Online Advertising
THOUSAND
THOUSAND
○ If not reached for two consecutive months, account is canceled
○ Related keywords ○ Two active text ads per group
General knowledge . . .
in ad spend
image or video
available
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Online Advertising
2017 Guideline Changes
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○ Include more relevant terms to Journey Home that are more likely to end in conversions
○ Direct viewers to donation page
○ Not spend budget on people who are not likely to donate due to location
Online Advertising
Our Idea
Online Advertising
Mockups
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○ call-to-action cards and overlays ○ end screens
drive visits to Journey Home’s website
What you need:
A Google for Nonprofits account A YouTube channel ID for your organization
✓ ✓
Online Advertising
YouTube for Nonprofits
○ Link to donation that sits on top of a video ○ When clicked, a small donation form appears ○ Viewers can donate directly from the video ○ Google covers the processing fees, and Network for Good distributes the funds to the organization at the end of each month
○ Appears in top right corner of video for easier access to organization’s site
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Online Advertising
YouTube Included Features
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Brand awareness cultivated through social media channels will be crucial to attracting new donors and increasing engagement.
Social Media Content
Why develop social media content?
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Captivate audience by providing engaging and resonating content Increase brand awareness of Journey Home and its mission Capture and retain loyal donors and supporters
managing social accounts
& scheduled posts
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Social Media Content
Hootsuite
Why use it?
Why use it?
ready-to-go
phone
www.hootsuite.com/community/signup
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Social Media Content
Hootsuite
Social Media Content
Content Buckets
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INSIDE JOURNEY HOME Staff profiles Volunteer appreciation Inside the office Accomplishments Motivation Mondays EDUCATION Statistics & facts Infographics/DYKs Third-party links News & trends Wednesday Wisdom HOW TO HELP Link to donate Community Events Calls to action Giving campaigns Giving Tuesdays STORIES OF SUCCESS Before and after series Profiles Home makeovers In the news Testimonial Thursdays
platform
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Social Media Content
Content Calendar
What is it?
Social Media Content
Sample Posts
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Can boost one post Will boost a post every week More eyes on each post
Per day
Boosted Posts
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Per week
TRUTH IN NUMBERS Social Media Content
Potential Audience :
Potential Reach: 120,000 people
Audience Details :
Location: 15 mile radius around Hartford, CT Age: 25-64 People To Match: Interests
Homelessness, Homelessness, Charity and Causes, Fundraising, Donation, Social change, Philanthropy, volunteering, charitable organization or foundation (nonprofit)
Desktop Mobile Right - Hand
Social Media Content
Facebook Advertising
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A refresh of Journey Home’s social media profiles and the corresponding graphics and visuals will increase interest and engagement online.
Creative Branding
Why overhaul profiles and visuals?
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Evaluate existing social profiles for areas to improve Create a strong, consistent visual brand for Journey Home across all platforms Solidify an online presence that attracts donors through appealing visuals
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Infographics
Style Guide Cheat Sheet
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Creative Branding
Facebook Revamp
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Creative Branding
Instagram Revamp
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Home Makeovers | Success Stories | Testimonials | Infographics | Upcoming Events | Photography | Reminders | Urges to Donate
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Capitalizing on the resources of local institutions is a low-cost way to propel Journey Home forward while also showing commitment to the community.
Local Resources
Why utilize local resources?
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Pinpoint local institutions as potential assets to Journey Home Create connections with helpful and most relevant contacts Establish mutually beneficial relationships between Journey Home and these
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“...motivate city and regional residents to identify with Hartford, to feel good about the city and to feel a sense of pride and optimism about the city and the Greater Hartford Region”
Manageable incentives allow you to…
○ Connect with local businesses ○ Drive higher quantity of donations ○ Entice donors to become regular donors ○ Pizza Party ○ Local Celebrities “Hartford Has It focuses on promoting Hartford’s vast variety of assets to create a relevant and positive message about Connecticut’s Capital City.”
Local Resources
Source: hartford.com
Manageable Incentives
partnering with local universities Central Connecticut, UCONN, Trinity, UHart
determining payment and internship credit criteria
If you had the option to do an internship for credit for a nonprofit that works to end homelessness, would you?
Local Resources
Internships for Credit
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suggest a potential partnership with Journey Home
classroom experience
content
Ex: Pedigree Dog Mosaic
University Photography
Local Resources
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Media Pitching
Why pitch to media?
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Compile a list of key media contacts to reach out to Pitch relevant stories to the right reporters Achieve media placements in local
segments
Stories in these outlets can help educate readers about the issues of homelessness and Journey Home’s accomplishments.
Local Resources
Contact List
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Infographics
Why use infographics?
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Infographics used in marketing campaigns can increase engagement by more than 35%, translating to more donations, volunteers, and media awareness.
Source: The Balance Small Business
Grow the impact of the nonprofit in today’s world Creates content that grabs the viewer’s attention Attract the visual parts of the brain, making people pay attention
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Sample Infographics
Infographics
Static Examples
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Sample Infographics
Infographics
Static Examples
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Sample Infographics
Infographics
Static Examples
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Sample Infographics
Mission Tangibles
Infographics
Animated Examples
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Sample Infographics
Timeline of Journey Home’s work Key Goals Sal Pinna’s story
Infographics
Animated Examples
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Sample Infographics
Infographics
Instagram Motion Graphic
The Keyhole Campaign
Review
Transparency Awareness Education
Donation Page Revamp Messaging Ease of Access Internal Efficiency Online Advertising Social Media Content Creative Branding Local Resources Media Pitching Infographics
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deducted from every donation
from every donation
boosted posts can reach 2,600-12,000 people
vary
TRUTH IN NUMBERS
Expenses
Overview
Platform Daily Cost Weekly Cost Potential Reach
$15.00 $75.00 2,600-12,000
$15.00 $75.00 2,600-12,000 78
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Deliverables
Final Product for Client
List of Deliverables:
List of Deliverables:
○ Survey Results
○ Content Calendar
○ Photography Contact List ○ Photography Email Draft ○ Internship Contact List ○ Internship Email Draft ○ Media Pitching Explainer ○ Media Contact List
○ Mood Board ○ Logos ○ Style Guide Cheat Sheet ○ Social Media Mockups ○ Infographic Explainer ○ Infographics
○ Digital Advertising Explainer ○ Google AdWords Explainer ○ Key Word List ○ Sitelink Extensions Explainer ○ YouTube Donation Explainer
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Thank you.
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