Jason Medeiros, Anthony Schloss, Paul Franz, Amanda Edwards
AgendaRHI BackgroundProject Objective and MethodsFindingsRecommendationsQuestions/Comments
RHI: BackgroundFounded 2002Located in the Red Hook, BrooklynServes residents of Red Hook Houses
10,000 residents3500 are under age 19High levels of gang activity, drugs, school drop-out rates
Service model based on idea that change comes from within the community
Serves 2500 people annually
Points of Differentiation55 Red Hook Houses residents employed by RHIRHI pays >$250,000 per year back into Red HookSignificant portion of funds directly impact Red Hook
residentsComprehensive approach to community development
4-Pillars ModelEmployment
Education
Health
Community Development
After-school programs, advocacy within school, reenrolling in school, college application assistance
Engage adults from the neighborhood: Promote positive change and communicationEducate about healthy
behaviors, assist with insurance and doctor visits, peer education programs
Job readiness training, resume and interview help, entrepreneurial experience for youth, one-on-one career counseling
Capital Campaign: Phase 1
Expanded servicesCentral locationIncreased impact
Project ObjectivesFrame 2nd phase of capital campaign
Objective 1: Create strategy for attracting new donors from adjacent neighborhoods
Objective 2: Create strategy to increase per capita giving from current donors
MethodologyMarket SegmentationLiterature ReviewAnalysis of competitorsOnline SurveyInterviews
Market Segmentation Objective 1
Key elements of segmentationHousehold income levelEducated populationCurrent low level of engagement with Red HookShared values with RHI mission
Carroll Gardens, Cobble Hill, Park Slope
Literature Review: Findings5 factors that drive donor commitment
Perceived service qualityShared beliefsPerceived riskExistence of personal link to causeTrust
Basis for survey structure
Literature Review: FindingsThe easier a non-profit makes the decision to give, the more
likely donors are to giveContributing to non-profits can become part of donor
identityStorytelling is an effective means to build donor
identification with organizationTiered-giving can motivate increased per capita spending
Competitor analysis: IntroductionSpectrum of non-profit competition
Collegial Combative Alternative
Competitor analysis: FindingsPotential Competitors
National Organizations United Way Big Brothers and Big Sisters YMCA
Local non-profits Added Value Dance Theatre Etc. Red Hook Rise
Competitor analysis: FindingsNational Organizations
Strengths
•National Awareness•Perceived quality•Decision to give here is “easy”
Weaknesses
•Underutilization of internet•Lack of personal connection to donors
Competitor analysis: FindingsLocal Non-Profits
Strengths
•Connections to other Brooklyn neighborhoods•Defined core competencies
Weaknesses
•Only address one element of community development•Less direct focus on Red Hook Houses
Survey and Interviews: Findings Respondents prefer to give to local charities Personal connection to mission is primary motivator After-school programs are preferred RHI service supported
by donors
Survey and Interviews: FindingsRespondents prefer to give to local charitiesPersonal connection to mission is primary motivatorAfter-school programs are preferred RHI service supported by
donors
Organizations Preferred by Donors
Survey and Interviews: FindingsRespondents prefer to give to local charities
Personal connection to mission is primary motivator
After-school programs are preferred RHI service supported by donors
Motivation for Giving
Survey and Interviews: FindingsRespondents prefer to give to local charitiesPersonal connection to mission is primary motivator
After-school programs are preferred RHI service supported by donors
RHI Services Preferred by Donors
Consumer Profiles: ProcessCompiled survey resultsDisaggregated data by age Further disaggregated data by annual giving amountIncluded qualitative information from interviewsCreated composites of potential donors
Consumer Profiles
The New Young Giver
The Affluent Analytic
The Entrenched Brooklynite
Consumer ProfilesThe New Young Giver
26-35 yrs oldGives $0-$249 annuallyMotivated by personal
connection Internet giverNever been to Red
Hook
The New Young Giver
The Affluent Analytic
The Entrenched Brooklynite
Consumer Profiles
The New Young Giver
The Affluent Analytic
The Entrenched Brooklynite
The Affluent Analytic26-35 yrs oldGives more than $249
annuallyMotivated by mission
of organizationInternet giverHas visited Red Hook
Consumer Profiles
The New Young Giver
The Affluent Analytic
The Entrenched Brooklynite
The Entrenched Brooklynite36-50+ years oldGives more than $250
annuallyMotivated by type of
work and effectiveness of organization
Method of giving variesCommitted to their
specific neighborhood
Recommendations 1 of 4Messaging
Put RHI’s Four Pillars front and centerEmphasize that donations stay in neighborhoodShare RHI success storiesEmphasize after-school programs
Make 4 Pillars a Focal PointHighlight RHI’s unique model Emphasize the change created within the community BY the
communityElaborate on the comprehensiveness of the RHI approachShine a light on the things RHI does well that make it stand
out from the competition
After School ProgramsRHI service with broadest appeal among donorsSimilar to successful tactics used by United WayHighlight these programs in campaign mediaIncrease visibility of positive youth activities Showcase the skills & talents of Red Hook youth Engage Red Hook youth in service outside of Red Hook
Recommendations 2 of 4
Implement tiered system of givingCreate circles or levels of giving which donors can join
at certain donation levelsResearch current levels of giving Increase dollar amount of options for giving by an
incremental amount
Recommendations 3 of 4
Maximize potential of the internetConnect with Red Hook and Brooklyn blogsHave partners’ websites include an RHI linkUse Quantcast.com or similar site to accurately profile
website visitors
Recommendations 4 of 4
Host fundraiser on siteUtilize connections with supporters that are
restaurants/barsBring people to Red HookAllow potential donors to see the new spaceCreate personal connectionsCould be particularly effective for younger donors
Questions