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