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

Meet the Team

Marketing & Communications Department

Cynthia Ragland, Vice President

Jessamyn Miller, Manager

Jacquie Mayotte, Associate

Community Match Community Match

CampaignCampaign20092009

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

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.

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

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

Print Ad

Emails

Web site & Shelley Shares blog

Campaign Evaluation

Goal: Community contributions of $250,000

Total contributions: $307,500

That’s 123% of goal!

Campaign Evaluation

Total funds available for granting…

$807,500

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

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)