Community Foundation Plan
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Transcript of Community Foundation Plan
Executive Summary ............................................................................................ 2
Challenges........................................................................................................... 3
Primary Challenge........................................................................................... 3
Secondary Challenge .................................................................................... 3
Situation Analysis ................................................................................................. 3
Strengths........................................................................................................... 3
Weaknesses...................................................................................................... 4
Opportunities ................................................................................................... 4
Threats............................................................................................................... 4
Target Market Profile........................................................................................... 5
Primary Target.................................................................................................. 5
Secondary Target............................................................................................ 5
Tertiary Target .................................................................................................. 5
Objectives ........................................................................................................ 6
Community Foundation Campaign: ................................................................ 7
Theme:................................................................................................................ 10
Idea:................................................................................................................ 10
Social Media Strategy ...................................................................................... 11
Goal ................................................................................................................ 11
Channels ........................................................................................................ 11
Listening Tools ................................................................................................ 11
Facebook Page and Twitter Presence?..................................................... 12
Blogging ......................................................................................................... 12
Email Marketing............................................................................................. 12
Measurement ................................................................................................ 12
The Social Element ........................................................................................ 13
Executive Summary
The Community Foundation offers a variety of long-term ways to donate
to various charities and not-for-profits, these include grants, bursaries,
funds, etc. Although the foundation has a unique offering for donors, the
Kingston Community foundation has been facing ongoing challenges of
having a high level awareness as well as being fully understood by
Kingstonians. Another challenge that the CFKA has as well as other
organizations that depend on donations is that there is a general
misconception and lack of knowledge about philanthropy.
In order to defeat these challenges, a strategic awareness campaign will
be implemented to not only raise awareness for the CFKA but to teach
the Kingston community about what philanthropy is and how individuals
have the capability to become philanthropists. This campaign will
incorporate two major objectives; to raise awareness about the CFKA’s
services and to educate the public about philanthropy.
By meeting these objectives, the CFKA will be able to increase their
donations to better meet the community’s needs as well as creating a
higher public profile amongst Kingstonians. The CFKA will become the
leaders in the giving community by becoming educators and challengers
of the status-quo.
Challenges
Primary Challenge
The Community Foundation of Kingston and Area needs to be better
understood in the community it works for. The impact and services it
provides has to be fully understood by a wide range of individuals;
philanthropists or not.
Secondary Challenge
To educate the community on what Philanthropy really means and how
you can become a Philanthropist.
Situation Analysis
Strengths
Donations are sustainable and long term
CFKA Well Established and credible within the Kingston community as well
on a National level
Develop personalized grants to meet donor needs
CFKA serves as a community partner and as a supporter of many different
charities and not-for-profits on many different levels
Great advisor structure
Weaknesses
Communication used by the CFKA does not connect with the public on
any emotional level.
Available options appear overwhelming based on educational materials
and website
Lack of awareness
Cash availability for non-profits/charities is lower in the short term when
gifts are shifted to CFKA funds. This factor is scary for non-profits in need.
Engagement level is low
Opportunities
Lack of community knowledge about what philanthropy is and how it is
available to more then just the “the rich.”
Lack of general knowledge about what the CFKA does. Provides us room
to improve current communication style and message.
Approach the lower income level individuals, the community needs to
feel part of the CFKA. By having the general community support the
wealthy will be more inclined to participate.
Engage donors in a higher level/intensity.
Threats
Volatile investment market
Amount of non-profits and charitable organizations in the Kingston area
Changing donor habits
Target Market Profile
Primary Target
Middle to upper income households with couples between the ages of
30-50 years of age. These individuals have annual scheduled giving and
are influenced by financial advisers, associates, media, clubs and
associations. They are motivated by a variety of reasons including need
for recognition, government tax purposes, personal fulfillment, etc.
Secondary Target
People who do not have an understanding of the value of long term
donation options. These individuals are very similar to the primary target,
however, come from “new money” and have not had the opportunity to
learn long term giving benefits.
Tertiary Target
These are individuals that do not know they can be philanthropists but
have the desire to give back to the community: people that if nurtured in
from an initial stage of philanthropy that can become big gift donors.
Communication Strategy
Objectives
Communicate and educate Kingston and area the value of the
Community Foundation in simple terms. Demonstrate the community how
the CFKA works, and how/where the money goes.
Simplify communication to help general public understand what the C.F.
does.
Explain the sustainability aspect of the foundation. (Sustainable x crisis
mode)
Portrait that the C.F. is here to help better the community trough the help
and support of the own community
Create a stronger bond with the community.
o Create engagement activities and provide ideas to better
develop relationship management with the desired
Community Foundation Campaign:
Alternative Description
Hot-site
or
YouTube
Channel
The Community Foundation needs a website or online communication
channel that is friendlier to its public. The current website use words as
‘endowments’ to explain what it does.
This website would be simplified to the max. The main focus would be
videos that would break down each strength and service of the
foundation. As well as explain the concept of Philanthropy and how easy
it is to become one.
The videos style would be as follows:
The first stage of the website will be a series of episodes that would be
engaging, humorous and would explain in a easy to understand
language all the benefits of CFK.
The video goal is to be informative, not advertorial, but engaging and in a
tone that people from all ages could identify.
The ultimate goal is to provide enough value that every Philanthropy
institution across Canada and would want to have those videos in their
website.
The second stage would be to produce testimonial videos of people that
were helped by the community; and help the community trough the
Community Foundation. The community or a community foundation team
could produce these videos.
Character To create continuity, and resilience with our audience, the creation of a
character is crucial.
We need a person that will inspire and create followership.
Testimonials Testimonials are a great tool to encourage people to act. The fact that
several different individuals in the community are using the Community
Foundation will help others to perceive as a good thing to do.
E-mail E-mail campaign is best way to start to promote it. Using the already
existing database.
Blogging
(forum)
For a last longing impact and gradual awareness growth the community
foundation should start blogging. Creating value to the Community, not
just financially, should be a priority.
Radio
Due to Kingston demographic and lifestyle Radio would be a great tool to
help launch the campaign and remind the community about the
Foundation
Newspaper To a more specific target, the newspaper should be used to promote the
message, and the value that the C.F. provides to the community. This
media should be used to create awareness among business professionals
and small/big donors
Not for
profit
training
This is pure strategy. The Community Foundation should use the teaching
material (videos) as a training tool to every Not-for-profit and charity in
Kingston and surrounding areas. Charities and NFP should be the number
one allies and enthusiasts of the foundation.
Print Print collateral should be a support for the web campaign. Material with
simple language and brand identity with the videos should be developed
to help the C.F. team to spread the word within their network.
Theme:
To greatly create and impact and resilience with the audience the
campaign needs a theme. A branded theme that has potential to
expand through out many initiatives that CFKA needs.
Idea:
In order to fully engage the community, A leader is needed to
demonstrate what a philanthropist does and how they are impacting the
community in a positive way. He/she will empower people to become
their own leader and contribute to a better community.
This leader will be portrayed as a hero in the community, “saving” the
community from poverty, illness, homelessness and more. Part of this
hero’s mission is to empower the community to stand together against the
“evil that plagues our city taking opportunity from our people.” The hero
can’t save the community on his/her own, he needs “your help to fight
the darkness.” This hero will show us how together we can help our
community with him/her showing us the way.
Social Media Strategy
Goal
With this campaign we want to create 60 new accounts in the first 3
months of campaign. Along with a database of contacts that should
grow and be segmented.
Channels
The most logical way to start the Social Media campaign is to use the
existing e-mail database.
Due to the nature of the message we can use/ask institutions to spread
the word for us on their Twitter and Facebook pages. One example is the
city of Kingston’s twitter which has over 1601 followers.
The approach to Charities and Not-for-profits should be considered as
well. Every foundation in town should have a link-back or embedded
video on their web page.
Listening Tools
The ‘hot-site’ should have a commenting area underneath the videos as
well as a FAQ page where people could ask questions and have them
answered and followed up.
Google Alerts, twitter searches will be in place to warn the Community
Foundation of any mention, question or concerns that is being generated
by the online community. This is where the gold is; if someone express and
idea/opinion and the Community Foundation replies it, a relationship is
started and the true value of Social Media will be seen by the foundation.
Facebook Page and Twitter Presence?
Those are the hottest tools for online marketing right now. This does not
mean that the C.F. should be using it. The fact that a Facebook does not
send people to the website is a downside. Facebook should be used to
host conversations, reminders and link shares. Twitter should be used as a
listening tool and video share. @CFKA should be created to have a
presence online.
Blogging
Find the blog community that would be willing to talk about C.F. because
of their public. Guest blog at a few pertinent places, and see if we can
spread the word in blogs that make sense and they relate.
Email Marketing
There’s no bother doing social media marketing if you don’t work towards
building an email list and using it to market. Informational marketing and
relationship-minded marketing works exceptionally well in email. Be brief,
be simple, make a very simple ask after giving something of value first.
Measurement
There are 2 areas of measurement:
-Awareness: We can count the success of the initiative by video views,
share, website accesses, mentions on facebook, twitter and in other blogs
-Leads/customers - The actual number of new e-mails, conversations,
leads and customers generated by this campaign.
The Social Element
The community foundation will be providing valuable content and
creating connections in the community while being active online and
answering questions, addressing concerns, engaging and acting
accordingly with their vision: A vibrant creative community where
everyone has the opportunity to take part in building a caring, healthy
and culturally rich community.
The social element of all this is that we’ll be there every step of the way.
You’ll know who brought the entire campaign about. You’ll know who did
what on it. You’ll be able to talk to people at my company, and talk to
users of the product. We’ll answer people via the social web, and we’ll
handle any issues or requests via the social web as well. Why? Because
that’s part of what we consider human business. Do you have to do it this
way? No, not necessarily. But it’s a nice one to have.