Non-Profit / For Profit Collaborations Using Social Media

Non-Profit / For ProfitCollaborations

Using Social Media

IS Conference 2010

THU 16 SEP 2010

Amber Rodriguez – Noah’s KitchenGilberto Velasquez, Jr. – Gilberto Velasquez & Associates

A Brief History ofNoah’s Kitchen

Rapid Growth of Noah’s KitchenDue to Social Media

• Founded on a concept by Noah May• Started with a simple Facebook post• Aided by local social media gurus, such as JR

Cohen, Aimee Woodall, and more.• Idea was to decentralize and “de-bureaucratize” the

food-donating concept• Goal became to bring food to where those persons

who need it most are and not force them to travel

Social MediaLight Bulb Moment

• Noah’s Kitchen became most Social Media Self-Aware when a single, short post on Facebookrequesting assistance feeding the homeless in Houston was met with an overwhelming response.

• The response was unexpected, prompting a realization that “this Facebook thing” was a highly effective leveraging tool for a start-up non-profit like Noah’s Kitchen.

• It was time to leverage Social Media as one part of the multi-channel approach of interactive strategies.

Social Media& the Multi-Channel Approach

• Why do non-profits go multichannel?• Motivations for non-profits to go

multichannelEvolving giving needsHeterogeneous donor fulfillment

needs (“Maybe I can give food, not money”)Evolving technologies allow for a

greater number of touchpoints –Facebook, Twitter, Flickr, YouTube, TumblrCompetitive pressures


Multi-Channel Challenges for theNon-Profit

• Organizational Structure− Centralization vs. Decentralization− Degree of standardization− Reward system / “warm fuzzies”

• Donor Data Integration− Accessibility and Interpretation

• Understanding donors’ changing giving/engaging behavior in multiple channels− “Don’t force your donors to adapt to you,

adapt yourself to your donors”− Donors want to be part of the 360-degree

feedback loop


Multi-Channel Benefits for theNon-Profit

• Greater brand awareness• Leveraging of the Community

− Hey, those people giving are “just like me”

− Creation of extended conversation• Creates the Viral Expanson Loop• “Hang out” in the virtual places your donors

“hang out” in.− “43% of Internet Users who are members of online

communities say that they ‘feel as strongly’ about their virtual communities as they do about their real-world communities” –USC Annenberg School Center for the Digital Future, 2006


Multi-Channel Benefits for theNon-Profit (cont’d)

• Agnostic to changes in the donor dynamic• Switching to evolving donor dynamic models

and donor interaction behavior

Dono

r Ac

cept

ance

Time

TestingIncoming

Pre Peak

Peak

Post Peak

Out

New Interactive Strategies & Adoption by the Donor


Multi-Channel Benefits for theNon-Profit (cont’d)

COLLABORATION

Collaboration Through Social Media Outreach

• Partnerships made through the use of effective Twitter following and engagement

• Maximizing the reach by partnering with both For-Profit and Non-Profit institutions

• Expand the Viral Loop: by opening the doors to other social media juggernauts in Houston, Noah’s Kitchen raised visibility and (more importantly) funding

EVENT COLLABORATION:Noah’s Kitchen

1st AnnualChili Cook-Off

Collaboration Through Social Media Outreach

• Due to the pull of visibility, many benefactors came through for Noah’s Kitchen, causing a collaboration of brain trusts that benefited the organization

• Companies came through in unique and beneficial ways: KryanoutloudMarketing redesigned / rebranded the old logo and created a unified set of brand standards while Gilberto Velasquez & Associates had provided training in the science behind marketing & advertising and logistical PR decision-making support… such as somatic marker choices.

Corporate Collaboration

The Somatic Pull:Noah’s Kitchen & Social Media

Somatic Markers and thePhilanthropic Response

• Individuals who give have a socio-economic choice to give time, money, or talent to the next best or most rewarding cause

• Noah’s Kitchen was steered to use somatic markers in the original logo to entice those wanting to donate their own assets to a charity

• The somatic marker provides the brain a shortcut to move from A to Z in nanoseconds


The whisk: images of cooking, creation, making something happen

The apron: the symbol of trust in the person making the food

Simplicity of the stick figure: whimsical,

simple, and a sign of innocence

We are handing out love, love through

fighting hunger

The chef’s hat : symbol of leadership,

authority, trust




• Other markers were created organically because participants were allowed to showcase the work they were performing for Noah’s Kitchen on Social Media sites

• By using this decentralized method of public information dissemination, Noah’s Kitchen allowed somatic markers to be created through the everyday Mobile Picture Uploads of volunteers making it happen!

Volunteers Make It WorkNoah’s Kitchen: Beyond the Strategy

Making it Happen• Due to recruitment, exposure, brand

awareness, and cause awareness, Noah’s Kitchen has been able to feed the homeless in Houston through the help of its many volunteers

• These volunteers came because they wanted to be a part of a cause that cut through red tape, discarded bureaucratic ways of thinking, and simply went to work


Making it Happen• Noah’s Kitchen volunteers become our

evangelists through their own execution of basic interactive strategies in their own voice, creating community concurrence

• These Noah’s Kitchen volunteers then double their effectiveness by not only helping those in need, but also bringing others to the cause


Making it Happen• Through the warm hearts of volunteers, Noah’s Kitchen

changed the way Houston thinks about how to feed the homeless and volunteers come up with new ways to help using interactive strategies!

Volunteers Make It WorkNoah’s Kitchen: New Interactive Strategies

The Ford Fiesta Movement• Volunteers Amber Roussel and Mark Austin brought

a new dynamic to Interactive Strategies using a strong multi-channeled approach with the Ford Fiesta Movement

• Noah’s Kitchen won a brand new Ford Fiesta to aid in food distribution as a result of the hard work by Amber & Mark, and by the 45,642 people who RSVP’d for events and the tens of thousands more who engaged in spreading the word

Volunteers Make It WorkNoah’s Kitchen: New Interactive Strategies

The Ford Fiesta Movement• This innovative interactive concept brought together

online and offline elements, as well as all manner of corporate and non-profits into a new donor dynamic, engaging volunteers and raising awareness in ways previously not done

Interactive Strategies & the Non-ProfitSteering Donor Dynamics

Defining the Donor Dynamicin the Age of Interactive Strategies

• Donor Dynamic• The full range of interactions and touchpoints engaged

by the donor with the non-profit and how the non-profit reacts, utilizes, and leverages the touchpoints

• The Donor Dynamic is essentially a relationship, and while different in some ways with the relationship an individual may have with a retailer, they share a similar relationship management timeline

• The advent of social media not only makes it easier to manage the relationship across the timeline, it makes it just as easy to destroy the relationship.


Don

or p

hase

Non

-Pro

fit a

nsw

er

1

2 3

6

7

89

10

Customer Life Time

DONORLifetime

Value

Somatic Seduction

Community Offering

WhyWe’reWorthy

WhyYou

Count

WarmFuzzies

GivePraise

Thanks &Acknowledge

Your Service Win-back

Orientation Selection Relationconfirmation

Relationextension

CauseConfirmation

QuestionRelationship

WorkPerformed

TimeSpent

Searchingnew relation &

self-confirming

4

5

Acquisition Welcome

Recurring role cost

Low Cost To Serve

Up-Sell / Cross Sell Benefits of Service

Migration

ChurningService Doubts

Win-back

Consideration

Alte

ratio

n of

Gro

cer R

etai

l CR

M P

hase

sA

mm

ende

dfro

m E

dwin

Koo

ge, M

ICom

pany

, Net

herla

nds

In p

aper

by

E.C

. Mal

thou

se, R

. Ven

kate

san,

L. M

cAlli

ster

, S. G

anes

an, M

. Kra

fft,

P.C

. Ver

hoef

, and

G. V

elas

quez

Donor Relationship Management TimelineAll aspects affected & manageable by interactive strategies.


Defining the Donor Dynamicin the Age of Interactive Strategies

Power is shifting from the Board of Directors to the Non-Profit to the Donor

Examples:• I can give anywhere, anytime, easy, by using PayPal• I can use technology and review sites to see which Non-Profits reflect me

Implications:• Decreasing control over brand equity• Difficulty in integrating and understanding donor information• Monitoring & Managing word-of-mouth to word-of-mouse

Research Questions:• How can the Non-Profit increase donor involvement in the creation of interactive

strategies?• How to get donors to share their power at word-of-mouse?• What is the Non-Profit information that donors most value?• How can Non-Profits facilitate and act upon multi-channel feedback?

Think About It

Documents

Non-Profit / For Profit Collaborations Using Social Media