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Page 1: Lethbridge Family Services Tree... · - December 8, 2016: Reindeer Roundup by My Life Realty – Christmas Block Party - December 8, 2016: Lethbridge Hurricanes Teddy Bear and Toque
Page 2: Lethbridge Family Services Tree... · - December 8, 2016: Reindeer Roundup by My Life Realty – Christmas Block Party - December 8, 2016: Lethbridge Hurricanes Teddy Bear and Toque

A n g e l T r e e f o r K i d s 2 0 1 6 S t e w a r d s h i p R e p o r t P a g e 2 | 8

Lethbridge Family Services Stewardship Report: Angel Tree for Kids Campaign 2016

Mission of Angel Tree for Kids Campaign: to collect new, unwrapped toys during November and December each year, and distribute those toys as Christmas gifts to vulnerable children and youth in the communities which the campaign is conducted. History: The Angel Tree for Kids Campaign began 24 years ago in 1992 as an act of community kindness to provide Christmas presents for children whose families were in need of help and a little hand up at Christmas. Headquartered at Lethbridge Family Services, the program started out with modest donations totalling a few hundred gifts of toys, scarves, mitts and toques; wrapped by employees of LFS and hand delivered to agency referred children in need. In 2003, Angel Tree for Kids was launched as a major campaign with the support and partnerships of 1st Choice Savings and Wesbridge Construction. Our program has grown over the years as our goal to identify as many vulnerable children as possible in our service area through referral agencies has grown. Our whole community truly brings magic to Christmas every year for thousands of children and youth. Service Area: Our geographical borders are: Bow Island travelling west to the British Columbia border and Vauxhall south to the U.S. border. Objectives/Goals Lethbridge Family Services had four key goals for the Angel Tree for Kids Program:

1. Become a trusted partner in the community 2. Increase internal efficiencies to accommodate higher need 3. Maximize value to participating businesses 4. Enhance media partnerships while fully integrating social media platforms

Strategies to achieve goals

1. Increase use of technology through the use of office productivity tools 2. Improve internal collaboration and communication with key stakeholders 3. Added value to businesses by “sharing the experience” through weekly reporting, social media

platforms, increased public relations and volunteer/employee engagement 4. Engage volunteers in meaningful ways through organized job assignments in timely and

manageable tasks 5. Establish risk baseline metrics and ongoing risk assessment process with key stakeholders and

senior leadership 6. Execute a multi-platform public relations and communication strategy clearly reporting

daily/weekly goals, including both internal and external audiences 7. Improve effectiveness and efficiency of processes (standardization/recording statistics/eliminate

duplication) 8. Measure and control total costs and risks to Lethbridge Family Services through improved

fundraising - both monetary and gift-in-kind – act with transparency 9. Measure office efficiency (response to inquiries within 24 hours, return phone calls, email, etc.)

Page 3: Lethbridge Family Services Tree... · - December 8, 2016: Reindeer Roundup by My Life Realty – Christmas Block Party - December 8, 2016: Lethbridge Hurricanes Teddy Bear and Toque

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Angel Tree for Kids 2016 Results Demographic assessment

In 2016, a total of 2,127 babies, children and youth between 0 -18 years of age, received gift bundles

This number is 23% higher than last year representing 477 more children in need 0 – 36 months: 156 children 3 – 5 years old: 319 children 6 – 9 years old: 427 children 10 – 12 years old: 447 children 13 – 18 years old: 778 children

Gift Bundles

Lethbridge Family Services and volunteers gathered, sorted, wrapped and bundled for distribution, approximately 5,500 gifts with an estimated value of $115,000+ in 2016

Each child received one carefully crafted gift bundle containing at least one wish item if possible Gift bundles contained a total value of $50 - $70 depending on availability of gifts suitable to

each age group including items like toys, games, crafts, books, educational/learning, sports, clothing, mitts, scarves, toques, blankets, gift cards, personal care items etc.

Cash donations were vital to this program for the purchase of hundreds of $30 gift cards for children 13 – 18 years old

Fundraising

We reached an all-time fundraising high at $ 25,583.30 – surpassing our goal of $25,000.00 Online donations and the early mailer campaign were comparable to 2015 with Text to Donate

pacing 50% higher than last year 80% of cash donations came in December 1 – 19, 2016 as our targeted social media and

traditional media campaigns gained momentum and a wider audience The average gift amount was $65 per donation with a total of 35 new donors

Volunteers and Volunteer hours

Lethbridge Family Services hosted 241 volunteers, logging an incredible 582 volunteer hours Meaningful opportunities were presented to fully engage volunteers: accurate time schedules,

correct contact information, tools to perform volunteer tasks, refreshments and recognition, media releases and subsequent online postings - Gift wrapping Saturdays and evenings: December 3, 10, 12, 17 - Facebook/Twitter postings - Driver schedules, ID badges and methodologies improved

Page 4: Lethbridge Family Services Tree... · - December 8, 2016: Reindeer Roundup by My Life Realty – Christmas Block Party - December 8, 2016: Lethbridge Hurricanes Teddy Bear and Toque

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Public Relations and Advertising We used both traditional and non-traditional media sources to reach our audiences to gain maximize benefit for the following goals:

1. Gain visibility for the Angel Tree Program in Lethbridge and area to become a trusted leader in the community for collection and dissemination of gifts for children in need

2. Improve marketing activity: develop new ads specific for and suitable to a variety of media platforms

3. Improve marketing activity: targeted asks and calls to action for specific outcomes note: highly successful eg increased fundraising revenue; increased Text to donate revenue; 100% positive return on asks for specific gift needs

4. Introduce our brand/program (ie Angel Tree for Kids Campaign 2016) in the marketplace; gain business tie-ins; activate cause marketing for the existing program; associate Angel Tree with Lethbridge Family Services

5. Activate supporters (businesses who collect gifts; donors; volunteers) and improve engagement 6. Brand awareness and increase brand equity of Lethbridge Family Services as associated with

Angel Tree 7. Brand awareness for program sponsors: 1st Choice Savings and Wesbridge Construction

Social media Facebook Including self-generated content; corporate tags; volunteer tags; recognition and appreciation - Actions on page - up 300% - Page views - up 12% - Reach 19,392 - up 32% - Post engagements - 4,710 up 36% - Total video likes - 649 up 914% Twitter Targeted ad creative developed for Twitter running at scheduled intervals every hour including unique opportunities for self-generated content; corporate tags; volunteer tags; recognition and appreciation - 128 unique new followers during Campaign - New Tweets: 179 – up 89.3% - Tweet Impressions in November/December: 55K - up 147.6% - Profile visits in November/December: 1682 – up 237% - Mentions: 51 – up 33% Online Community Websites Visit Lethbridge.Com http://visitlethbridge.com/content-events.asp Downtown Lethbridge news http://www.downtownlethbridge.com/news.asp?bnID=2335 Volunteer Lethbridge http://volunteerlethbridge.com/event Lethbridge Living http://lethbridgelivingonline.com/news/general Community Links - City of Lethbridge http://community-links.ca/EventsCalendar.aspx Country FM 95.5 http://www.country95.fm/events-main.asp?CatID=6 CTV community Calendar [email protected]

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Print Media - Lethbridge Living: full page ad- 17,000 copies with a readership of 60,000+ Added value: Angel Tree was named top five activities in Lethbridge - Lethbridge Herald: 5 x ¼ page ads on Saturday, Nov – Dec 2016/ 1 x ¼ page thank you ad – Jan 2017 Impressions = 15,742 weekdays; 15,444 Saturdays - Poster Placement throughout Lethbridge: 32 locations disseminated by DaCapo clients Radio: B93/Country 95.5 - 12 x 30 sec prime time per month; 12 x 30 sec BTA per month - Best Time Available; 12 x 30 sec ROS per month- Run of Schedule - Streaming: on average 11,300 visits, combining for 36,000 listening hours on average per month - Female 55%/Male 45% Ages 25-54 - BBM results: 20,000 listeners per month - 1st Choice Savings 2-week ad push in December – morning drive – 2 occasions per morning - Two-hour coverage on a B93 power remote at Ensuite Lethbridge Showroom on Thurs, Dec 15, 2016 Movie Mill - Pre-show static ads: 4 x 7 theatres = 240 unique occasion - 82% 18 - 49 with 5,000 impressions monthly Press Releases and Weekly updates to press - November 9, 2016 re: Angel Tree launch - Every Friday Dec 1, 8, 15, 22, 2016 - Self –generated or inclusion in Press releases for Cause marketing events Piggyback – Cause Marketing - November 15, 2016: Angel Tree Kickoff at Dr Gerald B Probe Elementary School - December 8, 2016: Reindeer Roundup by My Life Realty – Christmas Block Party - December 8, 2016: Lethbridge Hurricanes Teddy Bear and Toque toss - December 10, 2016: Annual Mayor’s Christmas Concert - December 2016: Caring for Kids Campaign: Fit Body Boot Camp - December 15, 2016: Ensuite Bath and Kitchen Showroom – Tubs with Toys Referral Agencies

57 referral agencies within the service area completed gift request forms based on their personal experience with clients 0 – 18 years old

These anonymous forms based on gender, age and gift suggestion, were forwarded to Lethbridge Family Services by November 30, 2016

Gift request forms were filled throughout December and referral agencies notified for gift pick up

Each referral agency corresponding to a gift form, picked up and personally delivered all gifts by December 24, 2016

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Corporate Partners A total of 77 businesses participating as angel tree outlets in 2016, collecting gifts at each location from employees, clients, friends, family and the general public. 1st Choice Savings and Wesbridge Construction continued into their 13th year as Corporate sponsors. Participating businesses were as follows:

1st Choice Savings, 3rd Ave S Gap Outlet Store 1st Choice Savings, Fairmount Blvd. S Gilbert Patterson Middle School 1st Choice Savings, University Dr W Great Strides Fine Shoes 1st Choice Savings, Magrath, AB Green Acres Foundation 1st Choice Savings, Taber, AB H & R Transport 1st Choice Savings, Cardston, AB Homes Alive Pet Centre Alida's Stars School of Dance Investors Group Financial Associates Counselling Services Inc. Kawneer BDO Canada LLP Kinetic Indoor Cycle Black Rock Terrace Lethbridge Chamber of Commerce BMO - North Lethbridge Correctional Centre BMO - South Lethbridge Fit Body Boot Camp BMO - West Lethbridge Hurricanes Hockey Club Catwalk Salon & Spa Lethbridge Pregnancy Care Centre Century 21 Foothills Lethbridge Research Station CEP Automotive Lethbridge Toyota Chinook High School Logic Lumber Chinook Primary Care Network LSCO College Lincoln Ford Milestone Mazda Crystal Clean My Life Realty Cummins Western Canada Nicholas Sheran Community School Curves (downtown) Noji Chiropractic Davis Automotive Group North & Company LLP Dr. Gerald Probe School Park Meadows School Dollar Store – 1st Ave South Progressive Waste Family Centre Purely Inspired Academy of Beauty Family Justice Services Quest Support Services Galko Homes RBC Mayor Magrath -The Canyons RBC North - Copperwood RBC South - Country Meadows RBC West - Crossings Servus Credit Union - Garry Station Schwartz Reliance Insurance - Garry Station West Southminster United Church - Legacy Ridge The Ensuite by Emco Corporation - Riverstone University of Lethbridge - Main Office Thermax Refrigeration & Heating Ltd. Lethbridge Centennial Quilt Guild Wesbridge Construction Ltd. Lethbridge Amateur Swim Club Western Canada Welding Products Ltd.

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Conclusion The 2016 Angel Tree for Kids Campaign, presented by Lethbridge Family Services and sponsored by 1st Choice Savings & Credit Union and Wesbridge Construction, was a major success! This campaign was the highest ranked in its 24 year history for building awareness of the Angel Tree Program thereby developing strong brand equity and linking this brand to build a foundation for Lethbridge Family Services. By playing a strong role in the community and market place, we grew our stakeholder base of volunteers, donors, supporters and internal audiences to develop loyal relationships for the future. We engaged in activities to anchor our program in the awareness and consciousness of Lethbridge and area to gain respect of peers and community alike. As the analytics suggest, every area of ROI increased significantly, from traditional and social media presence, fundraising, new volunteer engagement to number of children served (note: we fully expect gift referral numbers to drop in 2017 if the economic outlook improves in Alberta). The momentum of the Angel Tree for Kids Campaign will assist LFS in future endeavors where an expanded audience who is familiar with and confident of the brand can lend support. We highly anticipate new initiatives and look forward to a fully developed sponsorship plan for our 25th Anniversary in 2017. It is with great appreciation that we thank our incredible supporters, volunteers, friends, media and colleagues. This was truly a large team effort. Contact: Michelle Gallucci, Director, Advancement & Community Relations, W: (403) 327-5724 Cell: (403) 815-9028 Email: [email protected]

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