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BARNES MANAGEMENT GROUP SUMMER INTERNSHIP 2012

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 UNDERSTANDING OF THE CHALLENGE

 ANALYSIS

 RECOMMENDATION

 IMPLEMENTATION PLAN

 TIME LINE

 GOALS AND PERFORMANCE MEASUREMENT PLAN

UNDERSTANDING OF THE CHALLENGE

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THE PROBLEM

HOUSING SHORTAGE FOSTER CARE RELOCATION ISOLATION

Attawapiskat First Nations declared a state of emergency

due to: Housing Shortages

Substandard Housing Crowding

Difficult to help foster children as their

communities don’t pass the

requirements for adequate foster

homes

Children sent 1,000 miles from their communities, to foster homes in

southern Ontario where no one can

speak their language

Trauma of state from enforced separation

has affected the ability to achieve balance in their

physical, mental, emotional, and

spiritual well-being

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GOAL

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Place 18 foster care children with 6

families

Build 6 foster homes in Moosonee, Ontario in the

hope that families could move in and foster a number of

children

RAISE $1.5 MILLION DOLLARS for the Payukotayno Housing Authority

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ANALYSIS (SWOT)

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+ OPPORTUNITIES 8

DEMOGRAPHICS PSYCHOGRAPHICS

53 •  Average age of

donor •  Older & Educated

donate most

•  Gen X = $2.3 billion •  B o o m e r s = $ 4 . 1

billion $

•  83% of those with children donate

Ontario has: •  Highest leve l of

donors 2 mil. •  Highest value of

donations $2 mil.

MOTIVATIONS: •  Feeling compassion for

those in need •  Wanting to help a cause in

which they personally believe

•  Wanting to make a contribution to community

BARRIERS:

•  They did not think that the money would be used efficiently

•  They did not like the ways in which requests for donations were made (the tone i.e. pleading)

+ OPPORTUNITIES 9

CHANNELS OF DONATION:

"MULTI-CHANNEL ENGAGEMENT OF DONORS IS NOT THE WAY OF THE FUTURE - IT IS VERY MUCH THE REALITY NOW”

1.  CHECKOUT DONATIONS MOST POPULAR: Gen X 42.9% and Boomers 43.8%

2.  FUNDRAISING EVENT (CHEQUE OR PLEDGE): Gen X 63.7% and Boomers 55.6%

3.  ONLINE (WEBSITE) OR DIRECT E-MAIL CAMPAIGNS: Gen X 37% and Boomers 29.1%

4.  PERSONAL FORMS OF GIVING/REQUEST FROM FRIENDS: —It is a personal connection that leads to the most gifts

BEHAVIOURAL

+ OPPORTUNITIES 10

LEARN ABOUT THE CAUSE:

1.  MAINSTREAM/EARNED MEDIA

2.  WORD OF MOUTH

3.  PEER TO PEER EVENTS

FIRST INTERACTION WITH CAUSE:

1.  MADE MONETARY DONATION

2.  FOUND OUT MORE INFORMATION ABOUT CHARITY

BEHAVIOURAL

+ THREATS 11

  Competition from other charities i.e. Habitat for Humanity

  Canadian apathy towards needs of Aboriginals

“Many Canadians still remain unaware or apathetic about the history and nature of colonization and racism.”

-Dr.Emma LaRocque

  Distance of affected community might create provoke disinterest; not locally relevant

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+STRENGTHS

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  S u p p o r t o f B a r n e s Management Group

Current Benefactors:

  Leaders from Advert is ing, B a n k i n g a n d A b o r i g i n a l Economic Development

  Payukotayno’s ex tens ive experience (26 years) in child child welfare services

  We s l e y P r a n k a r d r a i s e d $100,000 to build a playground for the children in Attawapiskat

+WEAKNESSES

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 Lack of public awareness of the campaign

 Lack of financial resources

 Distance from major urban centers and the Cochrane region may impact gathering campaign results

RECOMMENDATION

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That is why the build6 campaign is about education, as much as it is about fundraising. We aim to raise money to ensure that everyone can have a home, and let participants cherish the homes that they are fortunate enough to have. We aim to educate people about the children of Cochrane District who are in need of foster care and are facing the reality of not having a home. They cannot grow up, learn, or experience their childhood the way their ancestors did. Build6 aims to build community to ensure that the Moosonee people are not forgotten and to encourage participants to celebrate their homes in profound and symbolic ways.

Please help us build six homes for these children by building your own home in your hearts”

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NARRATIVE

ome is where the heart is. Home implies community. Home implies culture. Home implies every value that has been established within you as you grew up with the people that you love. Everybody deserves to have a home.

+buil 6 CAMPAIGN

Our team would like to build a narrative from these poignant circumstances, and then leverage our plotline to stimulate peoples’ emotions through spurring resonance and empathy, enticing them to donate to the cause

We decided to come up with a campaign called “build6”; in order to elicit an emotional response based on the campaign plan, and to satisfy the values of our target group (Baby Boomers and Generation X’ers)

 Our main campaign activity implores participants from major urban centers (in Ontario) to take a picture of themselves in a place they consider home (including their personal hobbies or activities they would like to complete this summer with family/friends

Participants will upload these pictures to an interactive website that will track campaign progress,

Each picture will constitute part of a visual illustration of a house, and the illustration will be complete once enough pictures are uploaded to the site

Participants will relive their experiences and gratitude of having a strong home base which is shared feeling among people regardless of their economic, social or ethnic backgrounds. Hence through sharing, we encourage community development and empathy for foster care children who don’t get to enjoy those experiences

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+MISSION STATEMENT

WE DEDICATE OURSELVES TO SUPPORT ALL STAKEHOLDERS CONCERNED WITH THE

CIRCUMSTANCES FACING THE

CREE CHILDREN OF MONSONEE TO LEVERAGE UNIQUE SKILLS AND ABILITIES IN

ORDER TO RAISE A SUM NO LESS THAN

$1.5 MILLION IN ORDER TO PROVIDE 6 HOMES FOR 18

CHILDREN SO THAT THEY CAN BE

REUNITED WITH THEIR FAMILIES

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CORPORATIONS

BABY BOOMER

GENERATION X

+ GENERATION X 20

BORN: 1965-1980

AGES:

32 – 47

DONATE: $2.3 billion

AMOUNT:

$549 average annual

contribution

POPULATION: 6.8 Mil

•  Values family first, Committed to their children and heavily involved in their

lives •  Fell guilty for not spending

more time with child

•  Building authentic relationships with

family, friends, and coworkers is important

DEMOGRAPHICS

PSYCHOGRAPHICS

•  “On the go”, which reflects how they c o n s u m e information

•  Balance two jobs: professional job and parent job

+GENERATION X   Internet, blogs and social media are a way of

life   Helps maintain relationships and saves time   Useful when communicating with this "on-the-

go" audience   Motivated by their peers, donors frequently

share links with friends and research issues online

  Time constrained like to participate in social events   Support friends who are raising money   Donate at point of sale, e.g. when buying groceries   Give and participate in peer motivated events

Respond to something spontaneous   Looing for affordable, easy way to give   Respond to an integrated approach

+ BABY BOOMERS 22

BORN: 1946-1964

AGES: 48 – 66

DONATE: $4.6 billion

AMOUNT:

$725 average annual

contribution

POPULATION: 8.7 Mil

DEMOGRAPHICS

PSYCHOGRAPHICS

•  Keep their origins a n d c h i l d h o o d dreams in mind

•  Want to recreate their “golden years” as they begin to retire

•  Boomers want to make a difference more directly i n t h e c a u s e s t h e y believe in

Involved on a personal level and want to see

impact of their donations (greater transparency)

+BEHAVIOURAL

  Interact with non-profits by e-mail and read charity updates online

  Fastest growing user group on Facebook

  Driven to a website by traditional media, like a print ad

  49% of seniors (consumers who are 66 or older), rely on personal emails to direct them to sites

  Rely on a referral on social media like Facebook’s Sponsored Stories

  Skeptical about advertising claims and want to bounce them off your friends

+ CORPORATIONS “WE BUILD COMMUNITY”

  Works consistently with charities, especially housing related funds and matches ideals of build6

  A National Partner of Raising the Roof, Canada's only national homelessness charity. Raising the Roof works with grass-roots agencies in communities across Canada to f ind long-term solutions to homelessness

  Generated $650,000 for local and nat iona l so lu t ions to homelessness

  2 grants: Community Grants and Affordable Housing Grants

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+ CORPORATIONS “CREATE A BETTER EVERYDAY LIFE

FOR THE MANY”

  World leader in sponsoring individual fundraising products, and providing support

  Two main focuses of projects they accept: "children", and "better living”

  Believe children are our future

  IKEA wants to give them the opportunity to learn and grow in:

  Education   Experiences   Safety   Improved environments   Better Living

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+ OTHER CORPORATIONS Corporations within the GTA for Boomers Campaign:

  Sport: GolfTown (10 stores in Toronto)

  Home: Ikea(4), Home Depot(9)

  Photography: Blacks Photography(22)

  Crafts: Michaels (8)

  Fitness: Goodlife fitness(16), Curves

  Instructional/Recreational: Community Centers will be targeted in areas of the GTA in which demographic data suggests many boomers live:

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•  Wellesley •  Seccord •  SH Armstrong

•  St. Lawrence •  Berner Trail •  Malvern

•  Berner's Hall •  Mount Dennis •  Edenbridge

Centre

IMPLEMENTATION

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+GENERATION X STRATEGY

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53   Greatly enjoy spending time with their

children   Tie in theme of supporting children we will

be engage their children in a fundraising campaign to gain support of parents

“WHAT IS HOME TO YOU?”

+ ONLINE STRATEGY 29

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buil 6 Build homes. Build childhoods.

HOME ABOUT KIDS PARENTS TEACHERS DONATE PRIZES

1.  Create a family profile page

2.  Choose 6 activities or goals to complete for 6 weeks in summer with family members (To Do list)

3.  Set a pledge amount you aim to achieve

4.  Parents send link to friends and family to ask for sponsor either through e-mail or parent’s social media platforms

5.  Tack funds and send progress updates

6.  Play online and printable family educational games

7.  At the end, link donations to individual levels to determine eligible prizes

Our family believes that home means being with family. No child should be stripped away from the love of their family,

friends, and community. Please help us raise $x for foster children of

Moosonee

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I N C E N T I V E S

$20

$35

$50

$75

$90

GRAND PRIZE

Level 1

Min. Total $20 | Cost: $200 (8 prizes x $20)

Prize: Two movie tickets

Level 2

Min. Total $35 | Cost: $180 (6 prizes)

Prize: $30 Bookstore gift card

Level 3

Min. Total $50 | Cost: $223 (5 prizes)

Prize: $45 Family dinner gift card

Level 4

Min. Total $75 | Cost: $195 (3 prizes)

Prize: $65 Toy Store gift card

Level 5

Min. Total $90 | Cost: $160 (2 prizes)

Prize: $80 Electronic store gift card

Level 6

Highest level of donations | Cost: $357 (1 prize)

Grand Prize: 2 Night Stay at Great Wolf Lodge Niagara

+OFFLINE STRATEGY

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53   Each goal take a

picture with family members and add it to fundraising profile page

  Photos arranged to form a home once all levels are complete d

  Can be shared with donors

  If parents permit group photos in one large collage online and view other’s work and share experiences

+OFFLINE STRATEGY

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53   Combine with #campout2012

  Participants campout for 50 hours to raise awareness and funds

  Can take photos in real-time to update donors online

  Photos arranged in shape of a home to track progress

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MARKETING COMMUNICATIONS 33

30% Estimated approval rate

  Send educational material online and fundraising programs to 160 YRDSB schools in early June

  Ask teachers to distribute promotional material to class and fill out registration form or present at each school

  We will also target community centers and public libraries   Registered participants’ parents will receive e-mail updates and

encouraged to visit Facebook page. Also refer to promotional videos   Generate at least 50% participation in each school

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YRDSB elementary schools

6 Weeks (mid-June to mid-August)

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PROMOTIONAL VIDEO

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+TARGET LEVEL OF PARTICIPATION

Average number of students per school: 468

Target level of student participation: 35%

Number of participants per school: 164

Total number of participants: 7862

Target average donations collected: $50

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$395,000

+BABY BOOMERS STRATEGY

 Want to recreate their “golden years” as they begin to retire

  Increasingly adult children are moving back in with their parents for financial reasons

 Adults may play a greater role in looking after their parents in their old age

 Encourage Boomers to spend time with their children by re-visiting hobbies and interests

“WHAT IS HOME TO YOU?”

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+ ONLINE STRATEGY 37

53 buil 6 Build homes. Build childhoods.

1.  Create a profile page 2.  Choose 6 activities or goals to

complete for 6 weeks in summer with family members (To Do list) or choose from list of activities (corporations)

3.  Set a pledge amount you aim to achieve

4.  Link to friends and family to ask for sponsor either through e-mail or parent’s social media platforms

5.  Take photos at events and post using app on Facebook, website and Twitter

6.  Tack funds and send progress updates through social media platforms and post updates on your profile page i.e. as a blog

+OFFLINE STRATEGY

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  Each goal take a picture with family member and add it to fundraising profile page and our Facebook page

  Photos arranged to form a home on our website once all levels are completed

  Can be shared with donors

  If choose can have photos grouped in one large collage online and view others progress and engage in conversation. Can vote for favourite photograph compilation

+ OFFLINE STRATEGY 39

53   Mid-August have

Boomers attend an offline event celebrating their achievements at Nathan Phillips Square during lunch hour

  Participants try to arrange themselves to form largest aerial-photographed house can hold up cellphone with picture of their family member.

  Large collage photographs of all participants available for auction

FUNDRAISING EVENT

+TARGET LEVEL OF PARTICIPATION

Number of locations to gain information: 83

Target number of participants: 740

Target average donations collected: $250

Target funds collected from auction: $1,000

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$185,000

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CHECKOUT DONATIONS

CHECKOUT DONATIONS & COMMUNITY CENTERS

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COMMUNITY CENTER

Partnering with stores specializing in hobbies and home furnishing. Place

checkout donation boxes at major retailers and most popular form of donations by

Baby Boomers & Generation X Corporations also have the option of

making large sum donations to build6 directly

Encourage community centers to engage

in build6 fundraising campaign and get involved in the photograph event.

Encourage member of community center to get involved and encourage them to visit our online channels. Most popular among Baby Boomers and generates

word of mouth

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MARKETING COMMUNICATIONS 42

  Rely on earned media from the event, will also try to contact News stations when broadcast story on housing shortage

  Possible appearance on news channels to speak about campaign and link to our website for additional information

  Posters and pamphlets strategically placed at community centers and hobby stores (at checkout donation centers)

  Advertising event in Metro newspaper as read on subway by Boomer population

  All link to website, Facebook page encouraged to register

+SAMPLE PRINT ADVERT

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MARKETING COMMUNICATIONS 44

  For Boomers, Facebook sponsored adverts and Google’s free charity sponsored search

  E-mail campaigns and self-made and co-created videos advertised on Social Media Platforms (You-tube) and Website

  Target key influencers online for Generation X i.e. Blogs including BlogTO and toronto.com update readers of events in Toronto

  From earned media have article of news websites their blogs, twitter accounts

TIME LINE

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+MAY 15TH – JUNE 1ST

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  Develop social media and online content   Create Facebook, Twitter, Youtube accounts, develop

website and Finish by June 1st   Create promotional material including print and videos

video   Develop children’s material for website and schools

distribution material   Share information with blogs, relevant websites

external to our own online activities

  Contact schools and get material approved and start online distribution or presentations complete by end of month

  Contact corporations and community centers regarding donation boxes and distribution of promotional material

  Start earned media do interviews on CBC news channel and other news channels

  Approach urban center city halls about permits for using city property for build6 fundraising event for Nathan Phillips Square

  Once planned popularity levels are achieved, expand to cities with large populations outside Toronto, but within Ontario

ONLINE

OFFLINE

+JUNE 2nd – JULY 1ST

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  All websites will heavily display the promotional materials developed in the previous months

  Set up bank account to process payments   Process payments from online Gen X

campaigns

  Fundraising event needs to be coordinated Ensure all sponsors are on board and are willing to devote resources for physical space

  Approach Media for event (i.e. blogs, news channels)   Manage take down of fundraising event; ensure closure

of permits   Store collaborators discussion continued the fundraising

event on their own social networks   Begin negotiations with prizes suppliers and suggest

further collaborations

ONLINE

OFFLINE

+AUGUST 2nd - ONWARDS

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  Shift online content away from build6 event. thank participants, concentrate efforts on maintaining high live of online donations

  Order prizes for Gen X winners and announce winners online, wrap up campaign, thank all participants and deliver prizes

  Develop further online interactions, challenges, and opportunities for consumer developed to maintain interest levels

  Develop online challenge: find favourite photograph from campaign, and write story of how you explored new areas

  Update all participants of the results of their donations

  Hold event at Nathan Phillips Square   Be prepared to wrap up check out donations   Ensure all money received is transferred to the

appropriate accounts   Thank all corporate and community sponsors for

their time, efforts and contributions   Thank all Boomers for their participation online

ONLINE

OFFLINE

GOALS AND PERFORMANCE MEASUREMENT

PLAN

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+ REVENUE BREAKDOWN (CONSERVATIVE ESTIMATE)

Build6 Online Website

$580,500

Checkout Donations:

$39,840

Auction of Collage:

$1,000

Home Depot Affordable Housing Grant:

$25,000

Mobile Phone Applications:

$ 500 (500 downloads at $1 each)

TOTAL GROSS REVENUE:

$649,840

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+MEASURE: CRUDE RENEWAL

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Number of donations from active donor per month:

Number of donations in

Month x

Active donors as of May 15TH

+THE FUTURE

  Promote campaign more heavily in the next school year to generate more interest and donations

  Campaign can be run annually in order to provide more homes for more children in need

  Campaign is only the start to addressing greater social issues surrounding equality of Aboriginal Canadians – building 6 homes is not the full solution

  Goal is to spread awareness, educate Canadians and foster better relations with the Cree people. We need to avoid such human right violations from reoccurring

  Once brand awareness for our charity is created, continue to pursue other fundraising efforts to help more children and families for the long-term

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THANK YOU!