see the need, seed the change community match campaign presented by the marketing &...
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See the Need,See the Need,Seed the Change Seed the Change Community Match Community Match Campaign Campaign
Presented by the Presented by the Marketing & CommunicationsMarketing & CommunicationsDepartment Department
April 14, 2009April 14, 2009
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Meet the Team
Marketing & Communications Department
Cynthia Ragland, Vice President
Jessamyn Miller, Manager
Jacquie Mayotte, Associate
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Community Match Community Match
CampaignCampaign20092009
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Community Match Campaign
Board DirectedDiscretionary Funds
Matching Contributions from Key Donors
Community-wide Goal for 2-to-1 match
$250,000
$250,000
$250,000
Total $750,000
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Campaign Methodology
A strategic approach to a unique opportunity…
Goal: To raise $750,000 to distribute to local nonprofits meeting safety-net needs.
Objective: Over 30 days, raise $250,000 from OCCF’s broader donor base, friends and prospects and the community at large in response to a 2-to-1 match.
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Strategies
Tell the story• “This is our rainy day.”• Uniquely position OCCF to lead the
challenge
Campaign Methodology
Raise awareness• Show the face of the “new” neighbors
in need• Use current data to give a clear
impression of demandsMake it easy• Offer a friendly way for new donors to
experience giving through OCCF• Engage audiences online• Charitable Distribution Request online
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Online & Offline OutreachWeb Site Dedicate OCCF home page to campaign, easy online donations
Email campaign1500 emails to targeted lists
Shelley Shares blog
Greer’s OC Web siteEmail to 15,000 users, ad
KFSH Banner ad and link to site
PRMarketwire, MSN, OC Metro
Print adsDaily Pilot, Laguna Beach Coastline and Huntington Beach Independent
Radio90 :60 spots on KFSH (95.9 FM)
Direct MailOver 4,000 oversized postcards
PROC Register, KOCE-TV Real Orange, Irvine City TV
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Print Ad
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Emails
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Web site & Shelley Shares blog
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Campaign Evaluation
Goal: Community contributions of $250,000
Total contributions: $307,500
That’s 123% of goal!
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Campaign Evaluation
Total funds available for granting…
$807,500
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Metrics and EvaluationHow they heard…Donor Relations/asks 65%Web or email 16 %Board Commitments 12%Newspaper / radio 1 %Unknown 6%
Also of interest…•100% Board participation•35 first-time donors brought $3,309 in contributions
•$4,465 in online credit card donations•$122,500 from donor advisors•117 friends on Facebook; 350 on Twitter
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ExpensesMarketing BudgetAds $5,185PR Outreach $1,700Postcard Printing & Mailing Fees$2,000Total $8,885
Donated ServicesGraphic design – logo and postcardDesign of print ad (half of cost)Banner ad KFSH web site Blogs - KFSH hostsFacebook and Twitter set-upTotal In-Kind $4,000 (estimated)
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