Boys and Girls Club of KingstonCrowdfunding Campaign - Phase 2

MCOM 45

Skylar Reid, Nicola Battaglia, Sarah Houghton, Sierra Siciliano

Situation AnalysisThe mission of all Boys and Girls Clubs in Canada is to provide a safe, supportive place where children and youth can experience new opportunities, overcome barriers, build positive relationships and develop confidence and skills for life.

The Boys and Girls Club of Kingston is currently looking to renovate their foyer/mezzanine area of their West End Hub location into two large children rooms and a smaller foyer area. These rooms would be dedicated to middle aged children (10-13) in the program, to break up the wide open area. The BGCK needs to raise an estimated $53,144 to complete these upgrades.

A crowdfunding campaign has been considered as an option to raise the needed funds. Indiegogo would be the chosen platform as it can promote a story, build a fan-base, and provide corporate sponsorship opportunities (“perks”). Corporate sponsorship packages will be a way to give recognition to donors and will be categorized into different levels.

Event OverviewName - A good place to be - a crowdfunding campaign Date:   Fall 2016 (September and October)Goals and objectives:

Raise $50,000 Increase corporate donors Gain 2 large sponsors for each room ($5000 each) Provide different levels of gifts in kind for donors

Similar Events That Have Been Successful

Event Name: Steer it Up YGKTime: Ended on November 14, 2015Place: Partners in Mission Foodbank who provide to kingston and the surrounding area.Background: Steer It Up is a crowdfunding campaign created by The Partners in MissionFoodBank with the help of the Spark Production House and Enactus St. Lawrence College.

They offered perks and higher priced sponsorship packages in exchange for donations. Objectives: To raise $50,000 to purchase a new van so they can continue doing

collections.Communication Strategies: Focused on spreading the message through various social

mediaaccounts, produced a video, and ran Halloween harvest (collected donations and canned

food fromcommunity members).Raised: $34,069

Sponsors: Kingston Dodge, 98.3 Fly FM, K-Rock 105.7, Kiss 102.7

Event Name: An Hour of Code for Every StudentTime: Ended on December 15, 2014Place: Originated in The United States but wanted to make changes worldwide. Background: Crowdfunding campaign created by Code.org in order to raise funds to expand access to computer science, by putting courses in schools that do not already teach it. Objectives: Raise $5,000,000 to teach 10,000 computer science teachers and to get 100 million students to complete 1 hour of code.Raised: $5,024,221Sponsors: Microsoft, Google, Bill Gates, Mark Zuckerberg and Priscilla Chan

SWOT AnalysisStrengths

We strive to offer children and youth from all economic, cultural and social backgrounds access to the resources, supports and opportunities that will enable them to overcome barriers and achieve their positive potential in life.

A safe, supportive environment Crowdfunding is an emerging trend that has been

successful for many businesses and nonprofits Large following on Facebook, Twitter, Instagram Huge support from many partners (large and small) in

the community

Weaknesses One large combined front

area with minimal usage The BGCK has never tried

crowdfunding before, they will be new to the space

Lack of awareness Reliant on donor financial

support Weak following on

Youtube

Opportunities Creating new spaces for activities for children between

the ages of 10-13 Creating a memorable entrance to our facility

Threats Middle-aged children (10-

13) not as involved with BGCK

Offering advertising privileges in exchange for sponsorships

Creating “perks” and sponsorship packages for donors Create a memorable video that will explain the campaign

and discuss the cause Offer naming rights for each room in return for large

donations Create a memorable video that shows the cause and

explains the campaign

Children at risk of leaving supportive spaces at these ages

Economic downfall, risk of not have many donors

Location Loss of donor/community

support Many people still scared

or not able to make donations online

Goals & IdeasRoom 1 - Music ThemedThis room will be a music themed room. Those who donate to support the construction of

thisroom will have their company name, logo, and information printed onto platinum (or gold,

silver,or vinyl) records which will create an accent wall to showcase all of our sponsors.

Sponsorship Opportunities

Platinum Records- Most expensive $1000

Gold Records- $500

Silver Records- $250

Matte Colour records- Cheapest $50

Room 2 - Sports ThemedFloor: $5000The floor of the room has the main sponsor’s name and logo in the centre like a football field.

Bottom Portion of Wall: $100

Companies logos will be displayed around the bottom perimeter of the room like hockey boards. If your choose to sponsor you will receive a 1m x 1m logo space. You may purchase more than one.

Top Portion of wall 1: $650

Have the actual time of the day on the wall, have a control panel that the children can play with and adjust different numbers on the scoreboard.

If you choose to sponsor you will receive your name and logo on the top of the score board.

Foyer/Lobby

We are going to have a rainbow archway in the lobby. It will be lit up all day with each

colour of the rainbow.

Each colour of the rainbow will be a different price in terms of who sponsors the Boys and Girls Club. Pricing will range lowest to highest in height of where the colour is placed. Under the rainbow arch there will be benches and couches for children and or parents to sit and relax.

Sponsorship Opportunities Blue: $10- your name will be written on the blue portion of the rainbow in a white glow colourGreen: $20- your name will be written on the green portion of the rainbow in a gold glow colourYellow: $30- your name will be written on the yellow portion of the rainbow in a gold glow colourOrange: $40- your name will be written on the orange portion of the rainbow along with a personalized message in a white glow colour

Red: $50- your name will be written on the red portion of the rainbow along with a personalized message in a white glow colour

Backup Event PlanIn the event of not reaching the amount of $50 000 there will be a Open House event held to raise the remainder of the proceeds. This event will be held at the Boys and Girls Club. It will be a barbeque/open house event. This event will fall after the deadline of the corporate sponsorship. It will be targeted to all family structures. Welcoming parents to come eat, tour the facility, view gym memberships for themselves, memberships for their children, and donations for project renovations. While their children are free to eat, explore the facility, discover future options and have fun. This event will include activities and events such as:

Bouncy castle Swimming activities Sport activities Workout classes Media Tutorials Barbeque eats Vegetable and fruit trays Cold refreshed drinks Informational booths about our company

Marketing Communications6) Idea 1- Partner with SLC students

The BGCK should partner with St.Lawrence College advertising and marketing students in the fall, in order to spread the word about the campaign. Business students can write blog posts explaining the cause as well as post on social media.

Idea 2 - Upgrade FacebookUpgrade Facebook to support campaign. Have the theme of the campaign match the re texturized Facebook page. The Facebook page should also be advertised more to be made more aware within the community, the current page only has 2093 recognized likes. The BGCK should also make an event page within their current BGCK company page that explains the crowdfunding campaign, date, and time.

Idea 3 - VideoMost indiegogo and kickstarter campaigns include a memorable video that introduces viewers to the cause and captures their attention. The video should include a pan of the outside of the west end location to aware viewers of where the renovations will be

done. Testimonials should also be included from members of the BGCK (kids and staff), in order to add a personal touch and to resonate with possible donors.

Idea 4 - Web presence The current website of BGCK is very informational but it is not appealing to look at. There is a lot going on and it is hard to decipher where the information needed. The website should be remodeled to be more visual and less contextual. Suggestively having a home page video about the company’s new campaign, with objectives of the campaign. The front page of the website could be entirely designated to the current campaign they are running.

Idea 5 - Poster/Print Ad We would like to create a poster for the campaign. It will be posted in local gyms, schools, grocery stores, and big-box stores, as well as outdoors in parks and in high traffic locations (Downtown).