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Bright Beginnings Inc. IMC Plan


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Georgetown University MPS-PR/CC

Bright Beginnings Inc. IMC Plan

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  • 1.         BRIGHT  BEGINNINGS  INC.   Integrated  Marketing  Communications  Plan                   Prepared  by:     Strategies  Inc.   Georgetown  University   April  28th,  2011  
  • 2. TABLE  OF  CONTENTS A. EXECUTIVE  SUMMARY   B. BACKGROUND   • Organization   • Industry   • Key  Publics   • Competitors   • Situational  Analysis  (SWOT)   C. FUNDING  AND  DONORS   • Revenue  Sources   • Donors  (Geography  &  Demographics)     • Donor  Segmentation   • RFM  Methodology   D. GOALS  and  STRATEGY   1. Learn   • Online  Surveys   • Informal  Conversations   • Learning  More  About  Online  Giving   2. Cultivate   • House  Parties   • Phone  Calls   • Small  Meetings   • Social  Media   3. Ask   • Appeal  Letters   • Email  Marketing   • Social  Media   • Using  Volunteers   4. Appreciate   • Thank  You  Notes   • Social  Media   5. Access  Referrals   • Open  House  Events   • Letters   • Phone  Calls   • Social  Media   E. DONOR  JUMPSTART  CAMPAIGN:  “A  Piece  of  Bright  Beginning”   • Budget   F. METRICS  &  MEASUREMENTS   G. APPENDIX     2    
  • 3.  EXECUTIVE  SUMMARY  When  it  comes  to  fundraising  in  2011,  nonprofits  are  getting  back  to  basics.  This  year’s  goals  focus  on  engaging  individual  donors  and  cultivating  relationships  through  consistent  and  honest  communications.  Like  other  nonprofits  navigating  their  way  through  a  tough  and  unpredictable  economy,  Bright  Beginnings,  Inc.  (BBI)  could  benefit  from  strengthening  its  relationships  with  its  individual  donors.      Combined  with  an  overall  commitment  to  a  cause,  a  high-­‐level  of  emotional  involvement  with  an  organization  amplifies  a  potential  donor’s  willingness  to  give  and  directly  influences  the  amount  they  will  give.  Better  donor  relationships  would  allow  Bright  Beginnings  to  credibly  and  reasonably  ask  for  higher  donations;  and  they  could  help  open  the  door  to  donors’  social  networks,  making  it  easier  to  identify  potential  new  donors.  Building  stronger  relationships  with  donors  stimulates  deeper  community  involvement,  volunteerism  and  a  higher  level  of  support  for  the  organization’s  mission  overall  while  simultaneously  paving  the  way  to  creating  a  reliable  revenue  stream.    While  “donor  cultivation”  can  be  an  overwhelming  and  somewhat  imprecise  concept  in  the  philanthropic  community,  the  following  integrated  communications  marketing  plan  by  Strategies,  Inc.,  demystifies  “cultivation”  and  offers  a  series  of  strategic  conceptual  and  practical  recommendations  that  can  be  implemented  in  a  campaign  to  make  the  most  of  the  fundraising  opportunities  surrounding  BBI’s  20th  Anniversary.    Our  Strategy  Increasing  donations  from  individual  donors  begins  with  analyzing  current  donors’  contribution  patterns.  We  did  this  by  creating  a  rating  for  each  donor  based  on  the  recency,  frequency  and  monetary  value  of  their  past  contributions.  We  then  divided  your  donors  into  three  categories:  Inner  Circle,  Dedicated  Donors  and  Supporters.  Segmenting  your  donors  in  this  way  allows  you  to  focus  your  outreach  efforts  toward  the  donors  who  are  most  likely  to  deepen  their  engagement  and  commitment  to  you.  For  example,  there  are  216  donors  in  your  Inner  Circle.  While  we  believe  all  donors  are  important  and  valuable,  these  donors  should  be  your  first  priority  if  there  are  limited  resources  available  for  tailored  personal  outreach.    The  strategy  can  be  summarized  in  five  stages  of  outreach:   1. Learn.  Gather  as  much  information  about  donors  as  possible  via  surveys  and  informal   conversations.  Keep  the  dialogue  open  and  honest  and  ask  for  feedback  at  every   opportunity.   2. Cultivate.  Create  a  deeper  sense  of  “belonging”  for  donors  by  enabling  greater  access  to   Bright  Beginnings’  staff  and  facilities  through  cultivation  events.  Cultivation  events  are   events  that  allow  you  to  strengthen  the  bond  with  donors  in  advance  of  planned   solicitations.   3    
  • 4. 3. Ask.  Sharpen  Bright  Beginnings’  solicitation  practices  by  increasing  the  quantity  and  the   quality  of  the  way  you  ask  for  gifts  in  each  communication  channel—online,  direct  mail,   phones,  etc.   4. Appreciate.  Create  an  appreciation  protocol  that  triggers  an  appropriate  and  timely   response  for  every  contribution  that  comes  into  Bright  Beginnings.   5. Access  Referrals.  Spend  several  months  reconnecting  with  existing  donors  in  order  to   open  up  referral  networks  and  ask  for  referrals  for  new  donors.    Donor  Jumpstart  Campaign:  “A  Piece  of  a  Bright  Beginning”  The  implementation  plan  that  follows  will  utilize  Bright  Beginnings  20th  Anniversary  as  a  hook  to  recognize  past  donor  contributions,  create  urgency  and  begin  asking  for  higher  donations.    BBI’s  20th  Anniversary  in  September  2011  is  a  perfect  time  to  roll  out  donor  relationship  initiatives.  The  campaign  entitled,  “Piece  of  a  Bright  Beginning”  will  demonstrate  how  the  marketing  strategies  and  tactics  come  together  to  achieve  the  overall  goal  of  increased  individual  donor  contributions.  This  comprehensive,  multi-­‐channel  campaign  will  look  back  to  the  past  20  years  and  recognize  donors’  contributions  and  look  to  the  future  where  a  partnership  with  donors  will  advance  BBI’s  mission  and  help  more  homeless  children  have  bright  beginnings  and  bright  futures.   4    
  • 5.  BACKGROUND    Organization  Bright  Beginnings  Inc.  was  established  in  1991  and  is  a  nationally-­‐accredited  child  and  family  development  center  that  offers  care  and  support  for  homeless  infants,  toddlers,  preschoolers  and  their  families.  The  organization  originated  after  a  community  needs  assessment  determined  an  immediate  and  critical  need  for  childcare  for  homeless  families  living  in  Washington,  DC.      In  over  a  decade,  Bright  Beginnings  has  provided  assistance  to  more  than  1,000  homeless  children  in  the  district.  In  1998,  Bright  Beginnings  moved  to  the  Perry  School  Community  Services  Center.    The  increase  in  the  number  of  children  served  doubled  when  they  added  a  program  for  infants/toddlers  and  childcare  slots  for  low  income  families  living  in  the  community.  Several  years  later,  Bright  Beginnings  launched  its  Early  Learning  Evening  Care  Program  that  is  open  to  all  working  families  in  need  of  safe  and  reliable  evening  care.  Today,  Bright  Beginnings  has  started  the  pre-­‐development  phase  of  a  second  center  to  double  its  current  capacity.  The  second  center,  located  in  the  District’s  most  chronically  poor  region,  Wards  7  and  8,  will  serve  100  additional  homeless  children  and  their  families.  This  site  is  expected  to  open  in  2010  and  fundraising  efforts  have  already  begun.  As  only  one  of  two  centers  in  our  nation’s  capital  devoted  to  homeless  children,  Bright  Beginnings  is  dedicated  to  meeting  the  immediate  needs  of  children  and  families  living  in  homeless  environments  by:   • Providing  children  with  a  safe  and  healthy  environment   • Preparing  children  for  kindergarten   • Supporting  and  educating  parents  to  stabilize  their  lives  Industry  Families  with  young  children  are  among  the  fastest  growing  segments  of  the  homeless  population  in  Washington,  DC.  According  to  the  U.S.  Census  Bureau,  which  conducted  a  survey  on  the  population  and  housing  in  DC  from  2005-­‐2009,  18%  of  people  in  the  district  were  in  poverty  and  29%  of  children  were  below  the  poverty  level.    The  National  Association  for  the  Education  of  Homeless  Children  and  Youth  recently  published  a  report  showing  that  there  are  close  to  1,000,000  homeless  children  enrolled  in  U.S.  schools.    This  is  a  41%  increase  from  just  a  few  years  ago.  One  child  out  of  every  classroom  of  thirty  is  homeless  and  the  average  age  is  nine  years  old.       5    
  • 6.    Key  Publics  Strategies  Inc.  recognizes  that  good  communication  planning  calls  for  the  identification  of  Bright  Beginnings  various  publics.    Each  of  the  publics  identified  below  are  linked  with  the  organization  through  a  unique  relationship.    In  identifying  the  key  publics  we  can  better  understand  and  avoid  wasting  time  and  money  trying  to  communicate  with  people  who  do  not  have  a  relevant  relationship  to  Bright  Beginnings.    The  key  publics  that  are  linked  with  Bright  Beginnings  are  identified  as:   • Board  of  Directors     • Dr.  Betty  Jo  Gaines,  Executive  Director     • Junior  League   • Staff  and  Volunteers  at  Bright  Beginnings   • Donors   o Federal  Government   o DC  Government     o Foundations   o Corporations   o Community  Partners   o Individuals   o Faith-­‐Based    Among  these  publics,  the  key  stakeholders  and  influencers  for  Bright  Beginnings  are  the  Board  of  Directors  and  Dr.  Betty  Jo  Gaines,  Bright  Beginnings  Executive  Director.  Second  to  these  stakeholders  is  the  Federal  Government  for  their  involvement  with  the  Head  Start  and  Early  Head  Start  Grants  and  the  DC  Government,  Office  of  the  Superintendent,  as  they  regulate  early  childhood  education  services. Appendix:    Key  Publics  Chart  Competitors  Bright  Beginnings  competitors  can  be  defined  as  broadly  as  any  and  all  nonprofits  and  organizations  that  donors  are  supporting  and  funding.  Considering  just  the  Washington,  DC-­‐based  organizations  focused  on  children,  early  development  and  homelessness,  the  competitors  are  as  follows:       House  of  Ruth  helps  women,  children  and  families  in  the  greatest  need  and  with  very   limited  resources  build  safe,  stable  lives  to  achieve  their  highest  potential.  At  House  of   Ruth,  women,  children  and  families  heal  from  lifetimes  of  abuse.       Community  of  Home  DC  provides  hope  and  stability  to  low-­‐income  and  homeless  adults   and  children  in  Washington  DC.  This  organization  offers  a  range  of  programs  from   6    
  • 7. healthcare  to  housing  with  supportive  services  and  programs  promoting  and  creating   stable  lives  for  themselves  and  for  their  children.   The  Homeless  Children’s  Playtime  Project  is  the  only  children’s  program  offered  in  five   shelters  a  total  of  eight  times  each  week.  The  program  model  provides  one-­‐on-­‐one   attention,  healthy  snacks  and  access  to  developmental  toys  and  activities  designed  to   reduce  the  traumatic  effects  of  homelessness  on  children  and  to  promote  learning  and   joy.       Bright  Beginnings     House  of  Ruth   Focuses  on  Early  Childhood   Focuses  on  Abused  Women  &   Development  and  preparing  the   Children  -­‐Support  Services  to   child  to  enter  Pre-­‐K     recover  from  domesmc  violence   Offers  Full  Service  Program  -­‐to   Offers  Temporary  Housing   reposimon  parents  for  a  more   stable  future        &  Daycare   The  Homeless  Children   Community  of  Home  DC   Play^me  Project   Focuses  on  Healthcare   Focuses  on  Children’s  program   and  Temporary  Housing   offered  in  shelters  -­‐8  mmes  each   Offers  Tutoring  &  Mentoring   week   Aoer-­‐school  acmvimes   Promotes  healthy  living  and   reduce  tramamc  effects  on   children  Every  product,  business  or  service  needs  a  Unique  Selling  Proposition  that  will  make  it  stand  out  from  the  competition.  Strategies  Inc.  considered  the  following  questions  to  determine  BBI’s  USP.   • What  does  the  organization  do  the  best?     • What  does  the  organization  do  better  than  our  competition?     • What  awards  have  been  won?   • What  does  the  organizations  service  do  better  than  anyone  else?   • What  makes  the  organizations  business  model  different  from  our  competition?   7    
  • 8.  Strategies  Inc.  feels  that  BBI’s  uniqueness  lies  in  that  it  is  the  only  local  organization  that  provides  comprehensive,  long-­‐term  benefits  to  homeless  children  and  families  through  a  holistic  approach  that  focuses  on  the  highest  standards  of  early  childhood  education.    Bright  Beginnings,  Inc.  has  earned  accreditation,  twice,  as  one  of  the  nation’s  premier  child  and  family  development  centers  by  the  National  Association  for  the  Education  of  Young  Children.    This  award  has  only  been  achieved  by  eight  percent  of  early  childhood  centers  nationally,  is  one  of  the  most  respected  and  widely  sought  after  designations  for  child  and  family  development  centers.   Appendix:    Competitor  Communications  Audit    Situational  Analysis  (SWOT)  Strengths  Bright  Beginnings  strength  lies  in  the  service  and  care  they  provide  to  homeless  children  and  their  families.  Their  program  is  full-­‐circle;  taking  the  child  in,  preparing  that  child  to  enter  Kindergarten,  as  well  as  counseling  and  educating  the  parents  to  stabilize  their  lives.    Bright  Beginnings  addresses  the  immediate  and  long-­‐term  needs  of  the  children  and  their  families.  The  following  are  Bright  Beginnings  strengths:   • A  Head  Start/Early  Head  Start  grantee.   • A  curriculum  centered  on  High/Scope,  an  approach  to  learning  that  is  widely  recognized  for   helping  young  children  in  disordered  environments.   • Comprehensive  case  management  program  that  addresses  the  root  causes  of  homelessness.   • Strong  emphasis  on  parent  involvement  in  the  healthy  development  of  their  children.  Weaknesses  The  organization  relies  too  heavily  on  funding  from  government  and  institutions  and  needs  to  pay  attention  to  developing  their  individual  donor  base.    They  have  not  developed  and  cultivated  relationships  for  long-­‐term  support  and  financial  stability.    Their  internal  focus  needs  to  shift  to  develop  a  program  that  proactively  communicates  and  tracks  their  individual  donor  base.    Bright  Beginnings  weaknesses  can  be  defined  as:     • Underdeveloped  relationships  with  current  individual  donors.   • Underdeveloped  tracking  system  for  donors.   • No  strategic  communications  and  outreach  programs  to  sustain  and  develop  new  donors.           8    
  • 9. Opportunities   The  timing  is  right  to  grow  Bright  Beginning’s  individual  donor  program.  Institutionally,  Bright   Beginnings  needs  a  way  to  manage  increased  demands  from  the  community.  At  the  same  time,   according  to  an  annual  survey  conducted  by  Wilson  Research  Strategies,  Americans  plan  to   increase  their  charitable  giving  in  2011  for  the  first  time  since  the  recession  began  in  2007.  This   plan  takes  advantage  of  that  anticipated  trend  with  a  manageable,  tailored  program  that   maximizes  donations  from  individuals.         Threats   With  so-­‐called  Republican  “deficit  hawks”  controlling  the  U.S.  House  and  promising  to   eviscerate  all  discretionary  government  spending,  the  current  political  climate  in  Washington  is   exceptionally  hostile  to  organizations  that  serve  America’s  underprivileged.  Likewise,  Bright   Beginnings  faces  the  threat  of  reduced  funding  from  foundations  and  corporations,  which  could   potentially  retrench  during  the  economic  downturn.     9    
  • 10.  FUNDING  &  DONORS    Revenue  Sources  The  primary  challenge  facing  nonprofits  today  is  financial  stability.    Bright  Beginnings  has  successfully  established  and  maintained  solid  revenue  sources;  however,  their  financial  support  is  imbalanced  toward  corporations,  foundations,  and  the  government.    In  2009,  approximately  64%  of  Bright  Beginnings’  total  funding  came  from  government  contracts,  grants,  foundations  and  corporate  contributions.    While  those  sources  have  remained  stable,  Bright  Beginnings’  demand  for  services  has  tripled  and  the  loss  of  jobs  and  chronic  underemployment  has  continued  to  take  its  toll  on  DC’s  poorest.    In  order  to  meet  higher  demand  in  the  community,  Bright  Beginnings  must  maintain  its  current  revenue  sources,  while  simultaneously  shifting  focus  to  expand  and  cultivate  its  individual  donor  base.    In  2009,  individual  donations  represented  8%  of  its  funding  support,  indicated  significant  room  for  growth.  Growing  the  individual  contributions  is  important  because  individuals  tend  to  offer  more  flexibility  in  their  donations,  giving  more  room  to  spend  on  operational  needs.   Bright  Beginnings  2009  Total  Revenue  and  Support   Government  Contracts  &  Grants  (46%)   Foundamon  &  Corporate  Support  (18%)   Contribumons  (8%)  (Individual  Donors)   Donamon  Services  &  Equiptment  (9%)   Special  Events  (2%)   Interest  &  Other  Income  (1%)   Net  Assests  Released  from  Restricmon  (16%)             10    
  • 11.  Donors  (Geography  &  Demographics)  Mindful  of  Bright  Beginnings’  lean  staffing  and  resources,  Strategies  Inc.  recommends  maximizing  the  giving  potential  of  each  existing  donor.  Working  with  existing  donors  saves  time  and  money.  It  costs  much  less  to  energize  current  donors,  compared  to  the  costs  of  a  larger  campaign  to  acquire  new  donors.      The  following  section  offers  an  overall  picture  of  the  geography  and  demographics  of  Bright  Beginnings’  entire  donor  database.    The  Heat  Map  below  is  a  snapshot  of  where  the  current  donor  base  lives  and  the  demographic  characteristics  they  share  based  on  a  geographic  analysis.           11    
  • 12.  An  analysis  of  donor  zip  codes  shows  that  the  highest  concentrations  of  Bright  Beginnings’  donors  reside  in  wealthier  areas:   • Northwest  Washington,  DC     • Fairfax   • Arlington   • Bethesda   • Silver  Spring  These  affluent  neighborhoods  are  populated  with  highly  educated,  upper  income  professionals.    The  following  is  a  list  of  characteristics  of  Bright  Beginnings’  donors  based  on  their  geographic  information:   • Median  household  incomes  of  more  than  $140,000.   • Mostly  educated  to  the  graduate  level.     • Professionals  in  management  positions.     • Predominantly  white,  with  a  high  concentration  of  Asian  Americans,  with  some  Hispanic/Latino   and  black.   • Travel  enthusiasts;  technology-­‐savvy  with  a  penchant  for  the  good  things  in  life  such  as:   expensive  imported  cars,  exclusive  retail  shopping  and  specialty  exercise.       Appendix:  Personas,  examples  of  donors    Donor  Segmentation  Since  the  best  predictor  of  future  behavior  is  past  behavior,  Strategies,  Inc.  proposes  segmenting  Bright  Beginnings’  donors  based  on  the  recency,  frequency,  and  monetary  value  of  previous  donations.    Segmenting  donors  creates  groups  of  individuals  who  share  similar  characteristics.  This  will  allow  Bright  Beginnings  to  focus  on  cultivating  the  most  promising  donors,  while  offering  them  specific,  tailored  messaging.    Strategies  Inc.  utilized  a  scoring  methodology  to  better  understand  the  donation  behaviors  of  the  current  donors.    This  scoring  method  is  referred  to  as  RFM.   Recency  –  How  recently  has  the  individual  donated?   Frequency  –  How  often  does  the  individual  donate?   Monetary  Value  –How  much  does  the  individual  donate?     12    
  • 13.  Strategies,  Inc.  created  categories  based  on  behavior  patterns  for  each  attribute,  which  were  scored  on  a  scale  from  1-­‐5.    RFM  Methodology     RECENCY       FREQUENCY   MONETARY  VALUE   •   2011  -­‐  5  Points   • 10+  donamons  -­‐  5  Points     • $5000  +  -­‐  5  Points   •   2010  -­‐  4  Points   • 6-­‐9  donamons  -­‐  4  Points   • $1000  -­‐  $4999  -­‐    4  Points   • 2009  -­‐  3  Points   • 3-­‐5  donamons  -­‐  3  Points   • $500  -­‐  $999  -­‐  3  Points   • 2008  -­‐  2  Points   • 2  donamons  -­‐  2  Points   • $100  -­‐  $499  -­‐  2  Points   • 2007  or  earlier  -­‐  1  Point   • 1  donamon  -­‐  1  Point   • $0  -­‐  $99  -­‐  1  Point        RFM  Model:    Donors  Segments  based  on  the  RFM  Score   Dedicated   Inner  Circle     Supporters   Donors   • 11-­‐15  Points   • 6-­‐10  Points   • 1-­‐5  Points   • 216  Donors   • 501  Donors   • 307  Donors   • 21%   • 49%   • 30%                 13    
  • 14.  Inner  Circle     • There  are  216  donors  (21%  of  the  total  database)  who  scored  between  11  and  15  points.   • The  ideal  “Inner  Circle”  Donor  gave  in  2011,  has  donated  more  than  6  years,  and  gives  $5,000  or   more.   • Inner  Circle  donors  are  concentrated  in  20007,  20008,  20009,  20016  and  20815  zip  codes.      Dedicated  Donors     • There  are  501  donors  (49%  of  the  total  database)  who  scored  between  6  and  10  points.     • The  ideal  “Dedicated  Donor”  gave  in  2010,  has  donated  more  than  3  years,  and  gives  $500  or   more.   • Dedicated  Donors  are  concentrated  in  20007,  20008,  20015,  20016,  20815  and  22101  zip  codes.    Supporters     • There  are  307  donors  (30%  of  the  total  database)  who  scored  between  1  and  5  points.   • The  ideal  “Supporter”  gave  in  2008,  has  donated  1  or  2  times,  and  gives  $100  or  more.     • Supporters  are  most  likely  donors  who  contributed  during  a  fundraising  event  such  as  the  5K   race  or  the  Help  the  Homeless  Walkathon.     • Supporters  are  concentrated  in  20007,  20008,  20009,  20816  and  20016  zip  codes.           14    
  • 15.  GOAL    Based  on  the  2009  annual  report,  total  individual  donations  were  $226,629,  representing  just  8%  of  Bright  Beginnings’  total  revenue.  The  goal  of  this  plan  is  to  increase  individual  giving  by  25%  or  $56,657  by  end  the  end  of  2011  by  focusing  on:     • Increasing  value  of  each  donation   • Increasing  frequency  of  donations   • Accessing  donor  referral  networks      STRATEGY    Strategies  Inc.  has  created  a  five-­‐step  strategy  to  strengthen  BBI’s  Individual  Donor  Cultivation  Program   that   focuses   on   strengthening   the   bonds   with   individual   donors   by   meeting   their  emotional   needs   and   expectations.   We   recommend   using   a   multi-­‐channel   approach   while  executing  the  strategy.  A  study  by  Blackbaud,  Inc.  showed  that  using  a  multi-­‐channel  approach  resulted  in  an  increase  in  first-­‐year  donor  retention  rates  by  61%  compared  to  32%  retention  rates   for   offline   donors   and   24%   for   online   donors.   Multi-­‐channel   donors   also   give   higher  donations  than  single  channel  donors.  Below  are  5  strategy  points,  followed  by  a  description  of  how  to  implement  the  strategy  through  multiple  channels.   1. Learn.  Gather  new  information  about  donors  via  surveys  and  informal  conversations.   Keep  the  dialogue  open  and  honest  and  ask  for  feedback  at  every  opportunity.   2. Cultivate.  Create  a  deeper  sense  of  “belonging”  for  donors  by  enabling  greater  access  to   Bright  Beginnings’  staff  and  facilities  through  cultivation  events.  Cultivation  events  allow   you  to  establish  a  trusting,  long-­‐term  relationship  in  advance  of  planned  solicitations.     3. Ask.  Set  up  more  fertile  opportunities  to  ask  donors  for  their  support,  then  sharpen   BBI’s  solicitation  practices  by  increasing  the  quantity  and  the  quality  of  the  “ask”  in  each   communication  channel—online,  direct  mail,  phones,  etc.   4. Appreciate.  Use  your  insights  on  donors  to  put  together  a  meaningful  appreciation   program.  Create  an  appreciation  protocol  that  triggers  an  appropriate  and  timely   response  for  every  size  of  contribution.   5. Access  Referrals.  Spend  several  months  reconnecting  with  existing  donors  in  order  to   later  ask  your  donors  to  help  identify  new  prospects.       15    
  • 16.  1. LEARN:    Learning  about  your  donors.   The  first  step  to  creating  a  meaningful  donor  cultivation  program  is  recognizing  that  the   relationship  with  the  donor  is  a  two-­‐way  street.  Below  is  a  list  of  the  core  reasons  people   give  when  asked  why  they  donate  to  charity:     • Because  they  were  asked   • Belief  in  the  organization’s  mission   • Recognition   • Self-­‐image,  honor   • Sense  of  belonging  to  something  bigger  than  oneself   • Giving  back  to  a  cause  that  has  helped  them   • Peer  pressure   • Admiration  for  a  professional  leader  of  the  organization   • They  want  or  already  occupy  a  leadership  role  in  the  organization   • To  set  an  example   • Family  or  religious  tradition   • Tax  deduction   • Personal  gain  (getting  basketball  seats,  etc.)   While  it’s  clear  that  Bright  Beginnings’  donors  are  already  motivated  by  the  mission,  this  list   shows  that  donors  have  many  reasons  for  giving,  and  several  of  those  reasons  are  about   fulfilling  an  emotional  need.    We  recommend  reaching  in  deeper  to  find  out  more  about  your   donor’s  needs  and  what  they  expect  to  get  emotionally  in  exchange  for  their  donation.  Here   are  several  ideas  of  activities  that  help  you  learn  more  about  what  makes  your  donors  tick.       • Online  donor  surveys,  for  example  Survey  Monkey,   are  a  free  and  efficient  way  to  take  the  temperature   Online  Surveys   of  your  donors.  You  can  ask  up  to  10  quesmons  for   free  and  get  the  results  tabulated  and  analyzed   instantly.  (Sample  survey  included  in  the  appendix.)   • Ask  donors  or  volunteers  to  describe  the  reasons   why  they  donate  and  how  they  feel  about  the   Informal   quality  and  the  quanmty  of  communicamon  they   Conversamons   receive  from  you.  Reasons  may  change  over  mme,   so  it’s  important  to  check  in  periodically.       Appendix:    Sample  Donor  Survey   16    
  • 17. Learning  More  About  Online  Giving  There  are  several  important  key  findings  to  help  us  learn  more  about  the  benefits  of  online  giving.    According  to  the  2010  Online  Giving  Report  from  Blackbaud:     • Online  giving  grew  34.5%  in  2010.   • 7.6%  of  total  fundraising  now  comes  from  online  giving.   • 88%  of  nonprofits  had  at  least  one  online  gift  of  $1,000  or  more.   • 31.3%  of  all  online  giving  takes  place  in  October,  November  and  December.  What  does  this  means  for  Bright  Beginnings?   • While  online  fundraising  is  usually  small  compared  to  direct  mail,  it  grows  exponentially  each   year.   • Your  major  donors  are  online,  so  use  email  marketing  and  social  media  to  learn  more  about  your   online  donors.     • Year-­‐end  fundraising  is  important.    Build  your  list  now  and  create  a  plan  so  that  youll  be  ready   to  raise  more  money  this  year.   • Capitalize  on  the  news  cycle  and  use  it  to  rally  your  base,  reach  new  supporters  and  raise  more   money.    2. CULTIVATION  Bright  Beginnings’  core  strength  lies  in  its  compelling  mission  and  institutional  longevity.  It  has  successfully  raised  money  from  individual  donors  on  those  merits  without  a  significant  or  systematic  individual  donor  cultivation  program.  The  good  news  is  that  local  donors  already  respond  very  positively  to  BBI’s  mission—as  they  should.  In  2009,  BBI  brought  in  $226,629  in  individual  donations,  an  impressive  number.  Clearly,  the  work  that  BBI  does  to  improve  the  quality  of  life  in  our  community  inspires  donors.    Even  better  news  is  that  while  donor  dollars  have  rolled  in  despite  modest  outreach,  research  shows  BBI’s  donors  are  positioned  to  give  more.    According  to  IRS  data,  “households  making  more  than  $100,000  represent  about  10  percent  of  the  population  but  make  up  69  percent  of  all  individual  charitable  donations.”  Analysis  of  BBI’s  donor  base  shows  that  most  of  BBI’s  donors  live  in  households  exceeding  that  income  level.    Combined  with  an  overall  commitment  to  a  cause,  a  high-­‐level  of  emotional  involvement  with  an  organization  amplifies  a  potential  donor’s  willingness  to  give  and  directly  influences  the  amount  they  will  give.  Better  donor  relationships  allow  you  to  credibly  and  reasonably  ask  for  higher  donations;  and  they  help  open  the  door  to  donors’  social  networks,  making  it  easier  to  identify  potential  new  donors.  In  addition  to  paving  the  way  to  a  more  reliable  revenue  stream,  building  stronger  relationships  with  donors  stimulates  deeper  community  involvement,  volunteerism  and  a  higher  level  of  support  for  the  organization’s  mission.   17    
  • 18. In  order  to  create  a  sense  of  community  and  guard  against  donor  fatigue,  it  is  important  initially  to  have  a  series  of  personal  contacts  in  which  they  are  not  actively  solicited  for  funds.  Here  are  some  ideas  for  learning  more  about  donors  and  creating  a  sense  of  belonging:     • Culmvamon  parmes  are  small  parmes  that  allow  you  to  get  to   know  your  donors  bever  and  create  a  sense  of  community.   These  parmes  can  be  hosted  by  the  Execumve  Director  or   Inner  Circle  Luncheon   Board  Members  in  geographic  hotspots  such  us  NW,   Washington  DC,  Northern  VA  and  MD;  these  are  culmvamng    (House  Parmes)   events  that  aim  to  build  strong  relamons  with  core  individuals   with  the  goal  of  later  meemng  potenmal  new  donors  through   their  referrals.   • Consider  phoning  through  the  donor  list  to  say  thank  you  for   past  gios  and  give  an  update  on  the  capital  campaign  or  20th   Anniversary  events,  without  asking  for  a  donamon.  (Messages   Phone  Calls   on  answering  machines  are  okay  too.)    The  idea  is  that  you   reach  out  to  donors  in  a  friendly,  informamve  way  before  the   next  solicitamon.   • Face-­‐to-­‐face  interacmon  creates  deeper  mes  and  sets  the   stage  for  asking  for  more  money,  volunteerism  and  referrals.   Small  Meemngs   Meet  with  nner  Circle  donors  frequently,  and  with  Dedicated   Donors  as  ooen  as  possible.  Face-­‐to-­‐face  meemngs  encourage   the  idea  that  donors  are  not  just  donors,  put  partners.                 18    
  • 19. Cultivating  Donors  Through  Social  Media  Social  networking  gives  nonprofits  a  cost  effective  way  to  promote  events,  educate  and  raise  awareness,  and  ultimately,  create  an  ongoing  conversation  between  the  organization  and  its  supporters.  Social  media  platforms  such  as  blogs,  Facebook  and  Twitter  are  crucial  in  building  a  fully  engaged  online  community  that  will  lead  to  campaign  success.    Bright  Beginnings  currently  uses  Facebook  and  Twitter  platforms  as  their  main  social  media  online  tools.    Here  are  some  posting  suggestions  for  practices  already  in  place:     Post  daily,  but  only  if  posts   Start  a  conversamon  and   are  interesmng  and  relevant.   generate  word-­‐of-­‐mouth   Make  sure  posts  relate  to  fan   The  goal  is  to  build   markemng  instead  of   demographics.   relamonships,  not  bombard   broadcasmng  “calls  to   readers.   acmon.”   Post  armcles  that  show   stamsmcs  and  facts  about   Foster  interacmons  that   homelessness  in  the  U.S.,  or   connect  people  with  BBI’s   relay  informamon  on  local   mission.   legislamon  that  affects  the   homeless.    3. ASK   Bright  Beginnings  needs  to  sharpen  its  solicitation  practices  by  increasing  the  quantity  and   the  quality  of  the  way  it  asks  for  gifts  in  each  communication  channel—online,  direct  mail,   phones,  etc.  Appeal  LettersCurrently  Bright  Beginnings  mails  two  annual  appeal  letters  per  year.  Strategies  Inc.  recommends  that  Bright  Beginnings  begin  sending  appeal  letters  quarterly.Consider  creating  seasonally  themed  appeals  that  give  you  a  natural  “reason”  to  contact  donors.  For  example,  in  the  late  summer  an  appeal  letter  with  a  “back  to  school”  theme  that  focuses  on  BBI’s  needs  during  the  start  of  the  new  school  year.  No  matter  how  many  appeals  are  sent,  it’s  best  to  vary  the  tone  of  the  communications  so  that  a  donor  is  not  getting  a  letter  every  month  that  says,  “The  situation  is  critical!  Please  send  money  now!”  Donors  don’t  respond  to  a  tone  of  constant  desperation,  instead  they  like  to  feel  as  though  their  donation  is  making  a  positive  difference.         19    
  • 20. Tips  for  an  effective  appeal  letter:   • Highlight  a  specific  event  or  project.    For  example,  an  appeal  lever   suppormng  a  back-­‐to-­‐school  drive  could  ask  for  funding  for  children’s   Highlight  Special  Projects   books,  art  supplies,  paper  and  pencils.  Idenmfying  seasonal  needs  will     grab  donors’  avenmon  and  jusmfy  the  addimonal  appeal.   • Use  a  personal  story.  Personal  stories  illustrate  how  BBI  makes  a   Use  a  personal  story.     difference  in  childrens  lives.  Appeal  levers  could  also  highlight  a   project  that  children  students  are  working  on.   • Invite  two-­‐way  communicamons.  Consider  solicimng  donors’   Invite  two-­‐way     opinions  on  an  issue  related  to  BBI  or  suggest  ways  in  which   interested  donors  can  help  with  a  parmcular  task  including  the   communicamons.     development  of  BBI’s  policies.   • Include  a  clear,  strong  call  to  acmon-­‐-­‐  this  is  where  the  “ask”  for   the  donamon  takes  place  (or  in-­‐kind  donamon  or  volunteer  help   Include  a  clear,  strong  call  to   when  applicable).  BBI  should  always  be  direct  in  telling  people   acmon   what  they  can  do  to  make  the  parmcular  project,  event,  campaign   a  success.    Specifically  refer  to  past  gios  and  directly  ask  for  an   increase.     • Phone  calls  are  an  effecmve  supplement  to  direct  mail  and  email   Follow  Up  with  a  Phone  Call   markemng.  A  phone  campaign  in  conjuncmon  with  direct  mail  can   increase  direct  mail  response  rates  by  500  to  1000%.       20    
  • 21.  Using  Email  Marketing  To  Make  The  “Ask”  Email  marketing  is  an  easy  way  to  reach  out  to  your  donors  and  make  the  “ask.”  Here  are  a  few  tips  to  create  a  solid  “ask”  in  an  email  campaign:     1. Include  a  compelling  call-­‐to-­‐action   • Compel  readers  to  do  something   • Give  them  a  sense  of  excitement  and/or  urgency   • Use  specific  action-­‐oriented  language   2. Create  supporting  landing  page(s)  –  cultivate,  ask,  refer   • Draw  them  to  the  website   • You  got  them  to  act,  bring  them  closer  by  emailing  them  basic  points  and  allowing   them  to  find  out  more  info  on  your  website    It  is  also  important  to  note  that  according  to  a  recent  comScore  study,  web  based  email  declined  in  2010,  while  mobile  email  increased  by  36%.  Bright  Beginnings  should  consider  optimizing  action  alerts  and  fundraising  appeals  on  mobile  email  and  ensure  that  they  are  focused  and  easy  to  read  with  a  clear  call  to  action.      Using  Social  Media  To  Make  The  “Ask”  As  you  have  read  above,  we  suggest  that  BBI  send  appeal  letters  four  times  per  year.    Strategies,  Inc.  also  recommends  updating  all  social  networking  with  the  same  messaging  as  used  in  the  appeal  letters.    It  is  important  to  make  sure  the  messaging  is  consistent  through  different  online  channels.      Below  are  a  few  tips  for  making  the  “ask”  through  social  media:   Create  complementary   Create  larger  “Donate”  buvons   Send  an  email  guiding  donors   messaging  for  Twiver,   in  the  top  leo  corner  of  all   to  find  you  on  your  online   Facebook,  Email  and  the   website.   online  media  sites.     channels.     Add  “join  my  list”  to  the  Bright   Add  a  Causes  link  to  Facebook.   Beginnings’  Facebook  page.   Request  acmon  by  asking   When  users  click  on  Facebook   Facebook  friends  to  donate  to   from  the  Bright  Beginnings’   your  cause.       website,  Facebook  should  open   to  the  join  my  list  page.         21    
  • 22. Who  Will  Do  The  Asking?    Building  Up  Your  Fundraising  Army  With  modest  staffing  members  working  on  both  communications  and  development,  BBI  will  need  to  recruit,  train  and  manage  a  group  of  volunteers  to  assist  in  fundraising.     1.    Idenmfy  a  core  group   • Volunteers  make  especially  effecmve  fundraisers  because   they  care  about  your  mission  and  other  donors  respect   of  10  volunteer     them  as  messengers.   fundraisers.   2.    Create  a  volunteer   • The  program  should  clearly  define  the  goals  of  the  20th   Anniversary  campaign  and  define  “the  ask”  for  each  level   orientamon/training   of  donor.   program.   3.    Put  volunteer   • For  example,  the  first  project  should  be  phone  calls  to   fundraisers  to  work  re-­‐ previous  donors  who  have  dropped  off.   establishing  bonds  with   previous  donors.      4. APPRECIATE   A  thank-­‐you  note  is  the  beginning  of  a  donor’s  next  gift  to  Bright  Beginnings.  While   nonprofit  organizations  almost  always  thank  donors,  very  few  do  it  well  or  often  enough.   Implementing  a  thorough  and  strategic  plan  of  gratitude  ensures  that  you  stand  out  from   any  other  organization  that  your  supporters  may  give  to.  The  task  of  thanking  should  take   up  about  20%  of  the  staff  time.  A  thank-­‐you  note  serves  four  important  functions   • It  lets  the  supporter  know  the  gift  was  important  to  you • It  reminds  them  that  they  actually  gave  a  gift   • It  gives  them  written  proof  of  their  gift  for  the  IRS • It  is  an  opportunity  for  Bright  Beginnings  to  establish  or  further  the  relationship  with  the   supporterIf  done  well,  it  sends  the  message:   • “We  value  you—not  just  your  money”   • “We’ll  use  this  money  wisely—as  promised”       22    
  • 23. Thank  You  Follow  Up  Diagram  by  Donor  Segment:         Receive  “enhanced”     thank-­‐you  lever     Supporters   within  one  week  of     donamon         Receive  handwriven   If  mme  allows,     thank  you  lever   follow-­‐up  with  this   Dedicated  Donors   within  24-­‐72  hours   donor  with  a  phone     of  receipt  of  gio   call  within  a  week.     Follow-­‐up  with  donor   Receive  phone  call   Follow-­‐up  with   to  make  sure  they   Inner  Circle   within  24-­‐72  hours   handwriven  thank   know  an  invitamon  is   of  receipt  of  gio   you  note   extended  to  supporter          Thank-­‐you  Notes  A  thank-­‐you  note  should  be  more  than  a  receipt  or  form  letter.  A  well-­‐executed  thank  you  note  is  personal  and  memorable.  Unexpected  touches  like  sending  a  personalized,  hand-­‐crafted  card,  artwork  or  picture  makes  a  difference.  The  thank-­‐you  note  is  an  opportunity  to  reiterate  how  the  gift  is  helping  Bright  Beginnings  do  its  work.  Supporters  enjoy  hearing  something  they  haven’t  heard  before  about  the  organization,  such  as,  what  progress  is  already  underway  on  the  specific  project  to  which  they  gave,  or  what  upcoming  events  BBI  has  planned,  or  how  many  new  supporters  have  recently  given  donations.    Every  donation  should  be  seen  as  an  opportunity  to  further  a  relationship  with  the  supporter.   • Everyone  who  donates  any  amount  of  money  or  in-­‐kind  gift  to  Bright  Beginnings  should  be   acknowledged  for  his/her  effort.   • Anyone  who  makes  more  than  a  token  gift  to  Bright  Beginnings  should  receive  a  prompt,  ideally   hand  written  letter  within  24-­‐72  hours  of  receipt  of  their  gift.   • Those  that  give  a  substantial  amount  should  receive  a  phone  call  and  an  invitation  to  come  to   the  Bright  Beginnings  campus.       23    
  • 24. A  thank-­‐you  note  is  about  the  person  who  made  the  donation.  Some  sample  language  you  might  consider  using:   • “You  made  my  day”   • “Guess  what  you  made  possible”   • “I  opened  my  mail  today  and  saw  your  donation”   • “I  have  a  great  story  to  share  with  you”   • “Your  donation  came  across  my  desk  today”   • “Your  donation  is  helping  us  provide  X”   • “Your  support  has  helped  us  to...”    While  form  letters  may  be  the  easiest  way  to  send  out  large  quantities  of  thank-­‐you  letters  they  are  the  least  effective.  If  you  absolutely  must  use  a  form  letter  you  can  make  personalize  it  by:   • Including  children’s  artwork  or  photos.   • Including  a  brief,  handwritten  note  at  the  bottom  of  the  letter.   • Including  an  insert  or  invitation  to  an  upcoming  event  at  Bright  Beginnings.     • Following  up  in  a  personal  way  like  a  phone  call  or  note  in  the  mail  when  you  have  time.     24    
  • 25.  Sample  Thank  You  Letter      Dear  Don:    Thanks  to  you,  Anthony  and  his  twin  sister,  Jane,  will  enter  kindergarten  this  August  ready  to  succeed.  I  was  thrilled  to  open  today’s  mail  and  find  your  very  generous  donation  of  $75.  Your  commitment  to  helping  displaced  children  in  Washington  D.C.  grow  and  learn  in  a  loving  environment  is  appreciated  by  those  who  help  them  and,  most  importantly,  by  those  who  benefit  from  our  services  -­‐-­‐  children  just  like  Anthony  and  Jane  and  their  families.  Community  support  has  been  very  encouraging  as  we  have  received  gifts  from  over  100  people  so  far  in  2011.  And,  there’s  even  more  exciting  news  to  report  to  you  today:  Your  gift  will  be  used  to  help  open  our  new  campus  in  Washington  D.C.  We  are  almost  at  our  goal  of  $5  million  dollars.  This  means  you  are  an  integral  part  of  helping  give  150  additional  children  a  safe  place  to  learn  and  grow.  To  comply  with  Internal  Revenue  Service  regulations,  this  letter  also  confirms  that  you  are  receiving  no  goods  or  services  in  return  for  your  contribution.  I  am  so  thankful  for  people  like  you.  We  hope  you’ll  come  see  the  difference  your  gift  has  made,  at  our  celebration   th thfor  Bright  Beginnings  20  anniversary,  on  October  24 —at  our  Bright  Beginnings  campus.  Look  for  more  details  in  an  upcoming  mailing  or  on  our  website  at  To  a  brighter  future,      Joan  Woods    Development  Director  Bright  Beginnings  Inc.       Appendix:    Handwritten  Thank  You  Note   25    
  • 26.  Appreciate  Through  Online  Media  It  is  important  to  show  appreciation  to  all  online  supports.    Use  email  marketing  and  social  media  to  thank  your  donors  and  supporters.   Post  an  individualized  thank   Send  thank  you  emails  and   Post  tesmmonials  from   you  to  donors  who  make  a   update  all  social  media   parents  and  kids  that  have   gio  of  $5,000  or  more.  This   sending  a  thank  you  aoer   benefited  from  Bright   can  be  included  in  BBI’s   each  event.   Beginnings’  services.       newslever  as  well.     Respond  to  @menmons  or   Post  pictures  of  children’s   retweet  thanking  the   artwork  and  pictures  from   individual  or  organizamon  for   each  event.   their  support.      5. ACCESSING  REFERRALS       The  donor  relationship  strategy  comes  full  circle  when  current  donors  engage  in  peer-­‐to-­‐ peer  fundraising  by  becoming  BBI’s  “brand  ambassadors.”  The  concept  of  amplifying  your   Inner  Circle  and  Dedicated  Donors  is  best  summed  up  by  Seth  Godin:  “Turn  strangers  into   friends.  Turn  friends  into  donors.  Then  do  the  most  important  job:  Turn  donors  into   fundraisers.”     A  collaborative,  donor-­‐centric  strategy  to  build  up  BBI’s  individual  donor  stream  may  be  the   most  effective  and  cost-­‐efficient  approach  to  reaching  new  donors.  With  limited  budget  and   short  staff,  getting  through  all  the  clutter  and  reaching  potential  new  donors,  it  is  best  to   leverage  relationships  with  current  donors  and  access  their  social  networks  for  referrals.   Events  are  an  ideal  way  to  do  accomplish  this.     26    
  • 27. • Invite  deeply  engaged  donors  to  bring  their  friends  to  BBI   Open  House   for  an  Open  House.  Introducing  them  to  the  facility  and  the   kids  creates  a  compelling  call  to  acmon.   • Levers  invimng  donors  to  the  open  house  is  a  crimcal  tool  to   encourage  them  to  bring  their  friends.    Stress  that   Levers   advancing  BBIs  mission  is  a  collaboramve  effort  between  the   donor  and  the  organizamon.   • An  invitamon  via  a  phone  call  adds  a  personal  touch  to  a   Phone  Calls   mailed  invite.  It  makes  the  request  more  sincere  and  creates   an  opportunity  to  reinforce  the  appeal  to  bring  a  friend.        Accessing  Referrals  through  Online  Media  It  is  simple  to  ask  for  referrals  through  online  channels  using  the  following  tips:   • Email  marketing  and  social  media  posts  should  include  a  request  to  share  with  friends.   • Generate  more  fans  by  challenging  current  fans  to  invite  their  friends  to  support  Bright   Beginnings’  cause.  To  help  Bright  Beginnings  make  the  most  of  their  social  media  networks,  we  also  recommend  the  use  of  a  social  media  dashboard  called     Appendix:  Quick  Tips  on  Mobile  Email  Optimization     Appendix:  How  to  Grow  Your  Email  List     27    
  • 28.  DONOR  JUMPSTART  CAMPAIGN:  “A  Piece  of  a  Bright  Beginning”      Campaign  Overview  BBI’s  20th  Anniversary  on  September  2011  is  a  fitting  event  to  launch  and  put  into  practice  the  relationship-­‐  building  recommendations  outlined  in  this  plan.  The  campaign  entitled,  “A  Piece  of  a  Bright  Beginning”  will  demonstrate  how  the  5-­‐point  strategy  of  LEARN,  CULTIVATE,  ASK,  APPRECIATE  &  ACCESS  REFERRALS  will  come  into  play  within  a  7-­‐month  period  or  the  remaining  part  of  the  year.  The  first  three  months  will  aim  to  know  current  donors  through  online  survey  and  personal  conversations,  while  cultivating  relations  with  them.  This  part  of  the  campaign  will  pave  the  way  for  an  effective  “ask”  during  the  anniversary  month.  The  final  three  months  of  the  campaign  will  create  a  venue  to  appreciate  their  contributions,  continue  cultivation  initiatives  and  tap  into  donors’  networks  for  future  referrals.  This  comprehensive,  multi-­‐channel  campaign  will  highlight  BBI’s  success  over  the  past  20  years  and  set  the  organization’s  goal  to  help  more  homeless  children  in  the  future  through  a  robust  and  mutually  beneficial  partnership  with  donors.     28    
  • 29. The  campaign  will  utilize  BBI’s  current  resources.  Strategies  Inc.  will  not  reinvent  the  wheel,  but  rather,  maximize  the  tools  that  BBI  currently  employs  and  incorporate  a  personal  aspect  to  the  whole  experience.  We  will  refine  and  tailor  current  communications  and  introduce  new  ones  that  will  be  easy  to  execute.  We  recommend  using  current  photos,  images,  children’s  artwork  and  materials  to  develop  campaign-­‐related  collateral.  We  can  help  provide  scripts  and  training  for  volunteers  who  will  engage  in  personal  communications  with  donors;  set-­‐up  online  donor  survey  and  help  set-­‐up  events  that  will  be  venues  for  personal  interaction  with  donors.  The  Big  Idea  Puzzles  are  effective  but  fun  tools  to  develop  motor,  memory  and  problem  solving  skills  among  young  children-­‐skills  that  are  essential  to  prepare  them  for  real-­‐world  challenges.  Given  the  importance  of  the  puzzle  in  early  childhood  education,  Strategies,  Inc.  recommends  using  it  as  a  metaphor  around  which  the  ASK  will  be  made.  It  also  represents  the  homeless  child  who  stands  isolated  in  the  world  without  the  pieces  that  should  come  together  to  make  him  whole:  a  home,  the  nurturing  of  parents  and  teachers,  and  access  to  education.    The  puzzle  concept  represents  a  compelling  call  to  action  to  contribute  or  get  involved  with  BBI.  If  you  hold  “a  piece  of  the  puzzle,”  it  will  be  difficult  to  ignore  the  appeal.  Donors  will  feel  they  have  a  role  to  play  in  making  sure  these  homeless  children  have  a  chance  at  having  better  futures.  Messages:   • We  recognize  and  appreciate  your  invaluable  contributions  to  the  organization  and  our  mission.   • Moving  forward,  let’s  work  together  to  build  a  new  center  and  continue  to  help  more  homeless   children  have  bright  beginnings  and  brighter  futures.   • Your  contributions  not  only  help  homeless  children  with  their  immediate  needs.  You  help  mold   them  into  good  and  responsible  citizens  of  the  future.  Tone  of  the  Campaign  Overall  tone  of  the  campaign  will  be  optimistic  and  consistently  enjoin  donors  to  get  involved  with  the  mission.  It  will  present  them  with  the  current  problem  of  growing  homelessness  but  offer  ways  to  solve  the  problem  by  their  support  of  BBI.  Individual  communications  with  donors  will  bring  the  mission  to  a  more  personal  level,  and  therefore  create  a  more  urgent  reason  for  them  to  contribute  or  get  involved.  The  initiatives  should  be  engaging  enough  so  donors  pass  on  the  message  to  their  peers.  This  may  be  a  good  jumpstart  for  BBI  to  begin  mining  their  current  donor’s  networks  for  prospects  or  referrals.       29    
  • 30.    Tactical  &  Media  Elements:  Strategies  Inc.  recommends  a  multi-­‐channel  approach  that  consistently  communicates  the  same  messages  through  different  personal  and  mostly  interactive  channels.  Note  that  the  more  personalized  tactics  are  geared  toward  the  Inner  Circle  and/or  Dedicated  Donors.  All  initiatives  will  be  supplemented  by  social  media  across  all  segments.                        COS  T                     30    
  • 31.  Among  the  list  of  tactics,  the  20th  anniversary  event,  puzzle  material  and  anniversary  video  are  recommendations  specific  to  this  campaign.   • 20th  Anniversary  Event  –  we  recommend  a  function  be  held  at  the  location  of  the  future   center.  A  model/architectural  rendering  of  the  facility  will  be  unveiled  and  a  poignant   video  will  be  the  highlights  of  the  event.   • Pieces  of  the  Puzzle  –  the  appeal/solicitation  letter  that  will  be  distributed  among   current  donors  in  August  will  include  an  actual  puzzle  piece.  The  letter  will  explain  that   the  puzzle  piece  at  hand  is  part  of  a  bigger  puzzle  that  represents  the  homeless  child,   and  the  class  puzzles  that  each  BBI  class  will  complete  within  the  anniversary  month.   The  letter  will  provide  donors  with  various  ways  to  get  involved  such  as  attending  open   houses  and  events,  volunteering  opportunities  and  actual  monetary  or  in-­‐kind   donations.     • Anniversary  Video  -­‐  channel  the  effects  of  storytelling  to  activate  the  emotional  trigger   that  will  make  people  give  more  to  BBI.  This  video  will  be  launched  during  the   organization’s  20th  anniversary  event  and  will  be  available  online  for  distribution   through  social  media  outlets.  The  same  video  may  also  be  utilized  as  an  audiovisual  tool   for  prospective  individual  donors  in  the  coming  year.       31    
  • 32.  “Piece  of  Bright  Beginnings”  Campaign  Schedule     TARGET  AUDIENCE   TACTICS  PER  MONTH   Inner   Dedicated   MESSAGE  &  GOALS   Supporters   Circle   Donors   JUNE                 APPRECIATE  &  CULTIVATE       Acknowledge    donors  for  their   contributions  over  the  years;   inform  about  20th  anniversary  in       September   Letters  (Thank/Invite)       Introduce  and  encourage   participation  in  online  donor       survey     Invite  core  donors  to  Inner  Circle           Cultivation  Events  in  their  area     Reiterate  messages  above;   Phone  Calls   collect  email  addresses;  calls  to   be  conducted  by  select           volunteers         Acknowledge    donors  for  their   Email     contributions  over  the  years;   inform  about  20th  anniversary  in   September         Social  Media   Reiterate  general  email  message   JULY               CULTIVATE     Events  will  be  hosted  by  select   members  of  BBIs  Board  of   Directors  in  geographic  hotspots   Inner  Circle  Luncheon   such  us  NW  Washington  DC,   (Cultivation  Event)   Northern  VA  and  MD;  these  are   cultivating  events  that  aim  to   build  strong  relations  with  core   individuals  with  the  goal  of   acquiring  potential  new  donors           through  their  referrals   AUGUST               ASK     Acknowledge  donors  presence   Letter  (Thank  You)             during  Inner  Circle  events  and   32    
  • 33. reiterate  value  of  their  support           Make  the  "ASK"  in  the  spirit  of   the  20th  anniversary  celebration;   insert  token  puzzle  piece  with   Letter  (Appeal)   letter       Invite  donors  to  20th  anniversary       event         Make  the  "ASK"  using  the  "piece   Email     of  the  puzzle"  messaging         Reiterate  email  and  letter  appeal   Social  Media   message     Follow-­‐up  on  the  "ASK";  calls  to   Phone  Calls           be  conducted  by  volunteers   SEPTEMBER/OCTOBER               ASK  &  APPRECIATE       Acknowledge  donors   contributions;  make  the  "ASK"   more  urgent  (i.e.,  present   concrete  plans  on  the  new   Anniversary  Event   facility  that  will  be  funded  by  the   (September)   Capital  Campaign);  emphasize   value  of  partnership  between  BBI   and  donors;  continue  "piece  of   the  puzzle"  messaging             To  be  launched  during  the   anniversary  event;  leverage  the   art  of  storytelling  to  make  the   "ASK"  more  compelling,  urgent       and  personal         Video   Use  online  media  (email,  social   media,  website)  to  get  the  video   out  for  all  current  and  potential   donors  to  see;  material  may  be   used  to  cultivate  relations  with   new  donors  or  make  "ASKs"  in   the  future       Acknowledge  donors  presence   Thank  You  Card   and  support  of  the  anniversary       event         Acknowledge  donors  response   Thank  You  Letter   to  20th  anniversary  "ASK"   33    
  • 34.   Donors  belonging  to  the  Inner   Phone  Calls   Circle  group  will  receive           acknowledgment  phone  calls     Donors  with  contributions  of   $5000  and  above  will  receive  a   personal  visit  from  either  the  BBI   Face  to  Face  Meeting   Exec  Director,  management  staff   or  Board  member                 Acknowledge  donors  support  of   Email   the  anniversary  fundraising   efforts         Reiterate  email  &  letter   Social  Media   acknowledgement  of  donors   support       NOVEMBER               ASK         Make  the  "ASK"  in  time  for   Letter  (Appeal)   Thanksgiving  and  in  preparation   for  donors  holiday  giving         Reiterate  holiday  "ASK",  as   Email   explained  in  letter         Reinforce  the  "ASK"  across  all   Social  Media   networking  sites     Invite  Inner  Circle  donors  to  the   BBI  open  house  in  December;   Purpose  is  to  bring  them  inside   Letter  (Invitation)   BBI  and  show  them  the   organization  in  action,  at  the   same  time,  start  tapping  into           their  social  networks     Reinforce  the  invite  to  the  open   Phone  Calls   house  and  encourage  donors  to           bring  a  friend/s  during  the  event   DECEMBER               APPRECIATE,  ACCESS  REFERRALS         Acknowledge  donors  response   and  donations  relating  to  the   Letter  (Thank  You)   holiday  fundraising;  include   holiday  card  in  packet     All  Inner  Circle  donors  will   Phone  Calls   receive  acknowledgment  phone           calls   34    
  • 35.   Donors  with  contributions  of   $5000  and  above  will  receive  a   Face  to  Face  Meeting   personal  visit  from  either  the  BBI   Exec  Dir.,  management  staff  or           Board  member         Reiterate  acknowledgment  of   Email   donors  response  to  holiday   initiatives   Social  Media         Reinforce  appreciation  message     To  be  held  in  the  BBI  facility;   Donors  will  be  asked  to  bring  a   friend/s  during  the  event  with   the  goal  of  finding  potential  new   Open  House      (Referral   donors  for  BBI:  Strategies  come   event)   full  circle  when  current  donors   bring  in  new  donors  to  the   organization;  Follow-­‐up  with   potential  new  donors  is  crucial   after  the  event                Budget    This  campaign  will  be  implemented  with  a  $25,000  budget.  It  will  run  from  June  to  December  2011.     Appendix:    Budget     35    
  • 36.  METRICS/EVALUATION    Getting  started  with  marketing  metrics:   Tactics   Metrics  and  Evaluation   JUNE     APPRECIATE  &  CULTIVATE   Measure  reach  and  frequency:    How  often  are  letters  sent,  how   many  people  were  sent  the  letter   Letters  (Thank/Invite)   Measure  responses  from  the  online  donor  survey   Measure  RSVPs  for  the  Inner  Circle  Cultivation  Event   Record  the  number  of  phone  calls  made,  track  the  number  of   Phone  Calls   successful  contacts,  collect  email  addresses,  track    RSVPs,  and   donations  per  call   Measure  reach  and  frequency:    How  often  are  emails  sent,  how   Email     many  people  received  the  email,  how  many  people  opened  the   email   Social  Media   Measure  how  many  people  "like"  BBI  on  Facebook,  Measure   how  many  people  "follow"  BBI  on  Twitter   JULY   CULTIVATE   Inner  Circle  Luncheon  (Cultivation   Measure  the  number  of  attendees,  collect  contact  information   Event)   including  home  address,  phone  number  and  email  address   AUGUST   ASK   Letter  (Thank  You)     Record  the  number  of  thank  you  letters  sent   Letter  (Appeal)   Record  the  number  of  appeal  letters  sent.  Track  RSVPs  from  the   invite  sent  regarding  to  the  20th  anniversary  event   Measure  reach,  frequency  and  monetary  giving:    How  often  are   Email     emails  sent,  how  many  people  received  emails,  how  many   people  opened  the  email,  how  many  people  donated  when   asked  to  donate,  how  much  did  they  donate   Social  Media   Measure  discussions  on  social  media  after  email  and  direct  mail   letter  appeal  message  goes  out  to  the  donor/supporter  list   Record  the  number  of  phone  calls  made,  track  the  number  of   Phone  Calls   successful  contacts,  collect  email  addresses,    track  amount   donated  per  call   SEPTEMBER/OCTOBER   ASK  &  APPRECIATE   Measure  the  number  of  attendees,  collect  contact  information   Anniversary  Event  (September)   including  home  address,  phone  numbers  and  email  address,   track  donors  contributions   36    
  • 37. Video   track  number  of  views,  review  and  measure  comments   Thank  You  Card   Record  the  number  of  thank  you  letters  sent,  collect  response  or   feedback   Thank  You  Letter   Record  the  number  of  appeal  letters  sent,  track  number  of   attendees  at  20th  anniversary  event,  obtain  contact  information   Record  the  number  of  phone  calls  made,  track  the  number  of   Phone  Calls   successful  contacts,  collect  email  addresses,    track  amount   donated  per  call   Face  to  Face  Meeting   Record  how  often  and  how  many  face-­‐to-­‐face  meetings  are   conducted   Measure  reach,  frequency  and  monetary  giving:    How  often  are   Email   emails  sent,  how  many  people  received  emails,  how  many   people  opened  the  email,  how  many  people  donated  when   asked  to  donate,  how  much  did  they  donate   Social  Media   Measure  discussions  on  social  media  after    email  and  letters  are   sent  to  acknowledge  donors  support       NOVEMBER   ASK   Letter  (Appeal)   Keep  track  of  the  number  of  appeal  letters  sent.  Track  donations   given  in  support  of  holiday  season.   Measure  reach,  frequency  and  monetary  giving:    How  often  are   Email   emails  sent,  how  many  people  received  emails,  how  many   people  opened  the  email,  how  many  people  donated  when   asked  to  donate,  how  much  did  they  donate   Social  Media   Measure  discussions  on  social  media  after    the  ask  has  been   reinforced  through  email  and  direct  mail   Letter  (Invitation)   Track  RSVPs  to  the  open  house  event,  create  a  list  of  new   supporters  who  are  referrals  from  current  donors/supporters       Measure  RSVPs  via  phone  for  the  open  house  event,  measure   Phone  Calls   number  of  new  attendees  who  are  referrals  from  current   donors/supporters     DECEMBER   APPRECIATE,  ACCESS  REFERRALS   Letter  (Thank  You)   Record  the  number  of  thank  you  letters  sent.  Track  donations   given  in  support  of  holiday  season.   Record  the  number  of  phone  calls  made,  track  the  number  of   Phone  Calls   successful  contacts,  collect  email  addresses,    track  amount   donated  per  call   Face  to  Face  Meeting   Record  how  often  and  how  many  face-­‐to-­‐face  meetings  are   conducted   Measure  reach,  frequency  and  monetary  giving:    How  often  are   Email   emails  sent,  how  many  people  received  emails,  how  many   people  opened  the  email,  how  many  people  donated  when   asked  to  donate,  how  much  did  they  donate   37    
  • 38. Social  Media   Measure  discussions  on  social  media  after    email  and  letter  is   sent  out  to  reiterate  and  acknowledge  donors  support       Measure  the  number  of  attendees,  collect  contact  information   including  home  address,  phone  number  and  email  address,   Open  House      (Referral  event)   measure  number  of  new  attendees  who  are  referrals  from   current  donors/supporters       Appendix:  Communication  Objectives   38    
  • 39.   39    
  • 40. APPENDIX    
  • 41. TABLE  OF  CONTENTS   A. EXECUTIVE  SUMMARY     B. BACKGROUND   • Competitor  Communications  Audit     • Key  Publics     C. FUNDING  AND  DONORS   • Personas     D. GOALS  and  STRATEGY   • Handwritten  Thank  You  Notes   • Donor  Survey  Email   • Recommended  Survey  Questions   • Mobile  Email  Optimization   • How    to  Grow  Your  Email  List     • Social  Media  Guide     E. DONOR  RE-­‐ENGAGEMENT  CAMPAIGN:  “A  Piece  of  Bright  Beginning”   • Budget   • Appeal  Letter     F. METRICS  &  MEASUREMENTS   • Communications  Objective   • Website  Audit  and  Recommendations     REFERENCES                                
  • 42. Competitor  Communications  Audit     Organization Web  Site  Strengths Web  Site  Weaknesses House  of  Ruth -­‐Clean  home  page,  not  too  much  text -­‐No  “donate  now”  button  on  home  page -­‐Clearly  states  mission -­‐No  social  media  links -­‐Use  of  donor  testimonial -­‐Do  not  partner  with  other  organizations   -­‐Great  visuals that  could  support  their  mission -­‐Tabs  are  focused  with  complete   informationCommunity  of  Hope   -­‐Clean  and  well  organized  home  page -­‐Do  not  list  what  your  money  buys  for   DC -­‐donate,  volunteer,  social  media  tabs   the  organization. located  top  of  home  page -­‐No  upcoming  events  or  fundraisers -­‐FB  link  takes  you  directly  to  join   email  list  page -­‐More  info  tabs,  make  access  to  info   easy -­‐Great  at  partnering  with   organizations  that  help  their  cause   and  have  similar  missions -­‐Each  page  has  a  link  to  join  their   email  listHomeless  Children’s   -­‐Lots  of  information  about  their   -­‐News  on  home  page  is  out  of  date.    -­‐   Playtime  Project organization  and  their  mission how  to  help  “get  involved”  info  should   -­‐Good  visuals  –  pictures  and  artwork   be  on  home  page. created  by  the  children -­‐No  social  media. -­‐News  is  easy  to  see  in  bullet  points -­‐Site  is  written  in  paragraph  form,  the   -­‐Quote  from  President  Obama  adds  a   colors  make  it  hard  to  read. nice  touch -­‐Pull  out  main  points,  make  it  neat  and   -­‐Linked  with  igive  similar  to  BB’ss   tight. program  with  Safeway. Org Social  Media Social  Media Strengths Weakness House  of  Ruth -­‐No  social  media -­‐No  social  media -­‐Branding  issue:    other  local   charity  has  the  same  name   but  supports  HIV/Aids Community  of   -­‐Start  conversation:  they  post  relevant  facts,  stats   -­‐Small  amount  of  fans  on   Hope  DC and  articles  about  homeless  families  that  they  have   Facebook helped  and  they  post  things  they’ve  done  well
  • 43. -­‐  Mentor  program:  engage  audience -­‐Even  less  followers  on   -­‐  Clear  “call  for  action”  in  posts twitter -­‐Ask  audience  to  spread  the  word  and  follow  them   on  FB  and  Twitter -­‐Partner  with  similar  organizations  to  spread  their   messages -­‐Causes  tab  on  Facebook  to  help  raise  moneyHomeless   No  social  media No  social  mediaChildren’s  Playtime  Project Org Donor  Program Donor  Program  Weakness StrengthHouse  of  Ruth -­‐Clearly  give  options  on  how  to  donate  with   No  “Donate  Now”  button  on  home   great  descriptions. page -­‐Explains  why  they  need  monetary  gifts  and   not  in-­‐kind  gifts.  Offers  a  charity  that  will   -­‐Do  not  accept  in-­‐Kind  gifts take  in-­‐kind  gifts.Community  of   -­‐Donate  button  is  top  of  home  page.  -­‐ -­‐  No  list  of  what  your  money  buysHope  DC Donate  page  offers  guidance  and  various   ways  to  give. -­‐No  “Donate”  link  on  Facebook   -­‐Donor  page  also  includes  info  on  how  to  get   page  other  than  a  wall  post  that   involved,  volunteer  and  has  a  large  icon  for   will  disappear  as  more  posts  are   signing  up  for  important  email  updates made -­‐Facebook  page  has  a  causes  linkHomeless   -­‐Donate  now  button  is  on  home  page. -­‐info  could  be  tighter  and  shorterChildren’s   -­‐Lots  of  info  on  what  they  need,  how  to   -­‐hard  to  readPlaytime  Project donate,  and  how  to  get  involved    
  • 44.  Key  Publics  Chart       Patrons   Producers   BB  Staff   Homeless  Children/ Families   Donors   Board  of  Directors   Dr.  BeYy  Jo  Gaines   Junior  League   Volunteers   PUBLICS   Limiters    House  of  Ruth   Enablers   Community  of  Home   Federal  Goverment   DC   DC  Governement   The  Homeless   Children’s  Playme   Project      
  • 45.   Personas         Elizabeth Affluent  working  women  with   sophisticated  tastes,  very  active   lifestyles  and  good  investing  habits. Demographics: Median  Age:  42 Median  Income:  $174,000 Education:  college  and  above Lifestyle/Interests: • community/civic  activities • donate  to  charitable  causes • current  affairs  and  politics • avid  book  reading • running/jogging • self-­‐improvement
  • 46.  Bill  &  Nancy Dual-­‐income,  older  couples  who  use   their  discretionary  incomes  to  enjoy   all  aspects  of  the  good  life. Demographics: Median  Age:  61 Median  Income:  $144,000 Education:  college  and  above Lifestyle/Interests: • community/civic  activities • donate  to  charitable  causes • current  affairs  and  politics • travel • grandchildren • nation’s  heritage
  • 47.  Handwritten  Thank  you  Note    Front  of  Card                  Inside  of  Card    Dear  Don,    When  your  donation  crossed  my  desk  today  I  was  thrilled.  Your  $75  donation  is  going  to  directly  provide  for  new  books  for  one  of  our  classrooms.  Our  kids  are  going  to  be  so  excited  to  see  those  new  books.  And  I  have  great  news  to  share  with  you:  were  already  under  construction  with  our  new  campus.  This  means  that  we  will  be  able  to  provide  a  loving  and  healthy  learning  environment  for  150  additional  children  in  need.  I  am  so  thankful  for  people  like  you  in  our  community.    By  the  way,  were  having  a  big  event  coming  up  and  wed  love  for  you  to  join  us.  Information  will  be  forthcoming  and  be  sure  to  check  our  website  for  more  information.  Is  it  okay  that  I  call  you  to  chat  more  about  what  were  doing?  I  look  forward  to  talking  with  you.    To  a  brighter  future,    Joan  p.s.  Don’t  forget  to  keep  this  note  for  proof  from  the  IRS  of  your  generous  donation.  
  • 48.  
  • 49. Donor  Survey  Email       Subject  Line:  Bright  Beginnings  Needs  Your  Feedback   Dear  [First  Name],     You  have  been  recognized  as  a  key  supporter  of  the  Bright  Beginnings  community.  We  thank   you  for  your  generosity  in  supporting  our  cause  and  kindly  request  your  participation  in  the   Bright  Beginnings  “Donor  Satisfaction  Survey.”  We  value  your  input  and  look  forward  to  gaining   new  insight  into  the  community  members  who  are  critical  to  the  success  of  our  mission.   Your  past  support  has  helped  us  to  maximize  our  impact  within  the  community.    Your  generosity   has  helped  countless  children  and  families  living  in  homeless  environments.  High-­‐quality   childcare  makes  a  difference  in  the  lives  of  these  children  and  families.      You  have  made  a   difference  too.    Bright  Beginnings  relies  on  supporters  like  you  and  we  hope  to  get  your   feedback.   Please  click  on  the  link  below,  or  cut  and  paste  the  entire  URL  into  your  browser  to  access  the   survey:   This  survey  will  take  5-­‐10  minutes  of  your  time.    Your  volunteered  information  will  remain   confidential.    Please  complete  the  web-­‐based  survey  by  [2  days  from  date  of  email].  We   appreciate  your  participation  in  this  important  survey.     As  always,  thank  you  for  your  continued  support.  Your  contributions  have  made  a  difference  in   the  lives  of  so  many  children  at  Bright  Beginnings.   Sincerely,            
  • 50. Recommended  Survey  Questions   1. Zip  code:     2. What  is  your  age  category?   a) 18-­‐29   b) 30-­‐45   c) 46-­‐59   d) 60  and  up     3. What  is  your  favorite  way  to  keep  up  with  Bright  Beginnings?  (choose  one)   a) Facebook  or  Twitter   b) Bright  Beginnings  Website   c) Mail  from  Bright  Beginnings   d) Email  Newsletter   e) Volunteer  visits     4. How  do  you  make  your  donation  to  Bright  Beginnings?  (check  all  that  apply)   a) Bright  Beginnings  Website   b) Mail  in  a  check   c) Fundraising  Events   d) In-­‐kind  gifts  to  the  school     5. If  Bright  Beginnings  asked  you,  would  you  consider  adding  to  your  current  giving?  (Y/N)     6. How  satisfied  are  you  with  the  information  you  receive  about  how  your  donation  was  used?   a) Very  Satisfied   b) Somewhat  satisfied   c) Satisfied   d) Somewhat  Dissatisfied   e) Dissatisfied     7. Do  you  feel  recognized  by  Bright  Beginnings  as  a  donor?  (Y/N)     8. Are  you  interested  in  volunteering  at  Bright  Beginnings?  (Y/N)     9. Do  you  encourage  members  of  your  professional  and  social  network  to  donate  or  support  a   charity?  (Y/N)     10. If  so,  would  you  recommend  Bright  Beginnings?  Why  or  why  not?          
  • 51. Mobile  Email  Optimization  Every  organization  needs  a  mobile  marketing  strategy.    Web  based  email  declined  in  2010,  while  mobile  email  increased  by  36%.    Nonprofits  should  consider  how  their  action  alerts  and  fundraising  appeals  look  on  mobile  email  and  ensure  that  they  are  focused  and  easy  to  read  with  a  clear  call  to  action.    Quick  Tips:   • Include  a  plain  text  version  of  every  message,  so  that  it  is  easy  to  read  on  various  applications.   • Keep  text  links  uncrowded  and  make  them  standout  from  each  other.  Your  members  are   reading  on  a  very  small  screen.   • Don’t  use  large  images  links.  They  can  be  time  consuming  for  users  to  download.   • Use  a  good  subject  line  to  catch  people’s  attention.  Battle  of  the  inboxes  happens  on  mobile.   • Have  a  clear  call  to  action.  Dont  bury  your  ask  and  dont  be  wishy-­‐washy.  Be  direct.   • Test  mobile  emails  on  different  smartphones.   • Ask  your  email  provider  to  offer  mobile  friendly  formats  and  options.                                  
  • 52. How  to  Grow  Your  Email  List  Know  your  list:  regularly  measure  the  size/growth  rates  of  your  email  list  vs.  your  entire  data  base.     • Keep  your  list  clean  -­‐  allow  users  to  verify  and  modify  personal  data,  allow  easy  opt-­‐outs,   remove  bounced  addresses.   • Set  clear  expectations  and  keep  subscribers  engaged  -­‐  communicate  regularly,  always  recap  why   you  are  emailing  them  and  how  they  can  opt  out/update  their  subscription  preferences.   o Use  your  website   • Make  email  a  required  field  on  all  online  forms   • Encourage  subscriptions  through  acknowledgement  emails  when  supporters  donate   • Encourage  readers  to  pass  along  messages  to  friends  (include  option  to  subscribe  on  all   publications  and  social  media  outlets)   • Direct  staff,  board  members,  volunteers,  and  close  supporters  to  include  a  subscription  link  in   their  email  signature   • Use  SEO  to  increase  traffic  (post  web  based  versions  of  your  newsletter/past  email  archives)   • Make  it  easy  to  subscribe.  Feature  a  quick  way  to  subscribe  from  each  page  and  each  social   media  page  (offer  relevant  incentives;  offer  multiple  subscription  options)   o Grow  list  through  third  parties   • Align  through  partnerships  with  similar  or  complementary  organizations  to  reach  common   supporters.   • Promote  email  newsletters  in  press  releases/online  article.   • Use  social  networking  to  increase  reach  (works  well  with  call  to  action/campaigns).   o Grow  your  list  offline   • Ask  for  email  addresses  at  every  touch  point  (when  they  visit  BB,  when  they  call,  etc.).   • Include  website  address  on  all  printed  materials.   o Cultivate  new  subscribers   • Keep  them  engaged  over  time.   • Send  out  welcome  message  immediately  after  they  subscribe,  thank  them  for  signing  up,  include   contact  info,  provide  tax  info,  add  a  link  to  manage  subscriptions.   • Send  follow  up  message  within  a  week  or  less  –  link  most  recent  newsletter,  provide  important   places  to  visit  –  include  links  to  Facebook,  twitter,  the  blog  and  the  website.   • After  a  few  months  of  active  email,  survey  readers  to  see  if  you  are  meeting  their  expectations.   o Targeting  Non-­‐responders   • Three  is  the  magic  number  (emails  perform  best  when  the  same  message  is  sent  to  a  non-­‐ responder  three  times)   • Don’t  forget  these  people,  reach  out  to  them  and  create  a  sense  of  urgency  (use  subject  lines   like  “last  chance”  or  “urgent  need”)  
  • 53. Social  Media  Guide    To  help  BB  make  the  most  of  their  social  media  networks,  we  recommend  the  use  of  a  social  media  dashboard  called    You  can  sign  up  for  the  free  version,  however  for  $5.99  per  month  Hootsuite  can  provide  the  organization  for  your  social  media  campaign.   How  it  works:   • Links  and  spreads  messages  in  multiple  social  media  accounts  –  facebook,  twitter,  etc.   • Track  results:  reviews  success  in  real-­‐time  with  click  through  stats  and  easy  reporting  and   exporting  of  data.   • Social  on  the  go:    compose  and  converse  using  mobile  aps   • Team  collaboration:      manage  multiple  contributors  and  share  data  and  access  without   sharing  passwords.   • Assign  tasks:    fine-­‐tune  your  team  by  delegating  messages  and  monitoring  responses  and   progress.   • Schedule  updates:    optimize  delivery  by  choosing  the  best  time  and  date  to  reach  your   audience.   • Monitor  mentions:    gather  intel  by  tracking  mentions  about  your  organization  or  search   terms.   • Custom  interface:    work  efficiently  with  social  streams,  tabs  and  columns–  choice  of  design   themes  
  • 54.   Budget   This  campaign  will  be  implemented  with  a  $25,000  budget.  It  will  run  from  June  to  December  2011.        
  • 55. Appeal  Letter        
  • 56.     Communications  Objectives     METRICS/EVALUATION   How  to  Evaluate  Bright  Beginnings  Communications  Objectives     Stages           Activities         Methodologies     Measure  increase  in  donations  and  new   Outcome   supporters  from  referrals   Objec]ve     Acheived     Change  in  Behavior               or  A^turde   Response  Rates,  Attendance  at  Events,   Out-­‐takes   Readership,  Inquiries   Increased  Awareness   Number  who  consider  message   Email  &  direct  mail  distribution   Outputs   Number  who  recieve  message   statistics  (Appeal  Letters),  number  of   Number  of  messages  suppor]ng  objec]ves   phone  calls,  and  face-­‐to-­‐face  meetings   Number  of  messages  sent   Expert  Review,  Feedback,  Inputs     Quality  of  message  presenta]on   Awards  and  Recognition   Appropriateness  of  message  content   Appropriateness  of  the  medium                     Adequate  background  informa]on  and  research      
  • 57.  Website  Audit  and  Recommendations    Can  Supporters  and  Potential  Supporters  Find  You  Where  They  Are  Looking?  The  Web  has  become  the  preferred  research  tool,  contact  method,  and  communication  channel  of  choice  for  many  Americans.  As  such,  creating  a  strong  online  presence  and  offering  current  and  potential  new  supporters  multiple  ways  to  stay  in  touch  is  vital  in  today’s  digitally  connected  world.  The  purpose  of  Bright  Beginnings’  website  is  to  make  it  simple  and  easy  for  supporters  to  find  your  organization,  research  and  connect  with  your  cause  and  hopefully  to  donate  right  there  on  the  website.    Your  website  should  serve  as  your  communications  and  marketing  “home  base.”  This  is  where  you  want  people  to  begin  when  contacting  Bright  Beginnings  for  the  very  first  time.  Potential  new  supporters  will  base  their  entire  impression  of  you  based  upon  your  website.  Your  website  is  also  your  “contact  information”  that  you  want  your  current  supporters  to  pass  along  to  their  friends,  family,  or  colleagues  that  may  be  interested  in  your  cause.    It  is  important  that  your  website  is  current  and  up-­‐to-­‐date  and  is  a  site  that  your  supporters  would  be  proud  to  share  with  their  family  and  friends.  The  first  place  that  many  of  us  turn  these  days  when  we  have  a  question  or  are  looking  for  an  answer  is  to  a  search  engine  like  Google.  In  order  to  be  found  when  someone  is  looking  for  you  or  asking  a  question  related  to  your  organization  Bright  Beginnings  must  have  a  website  that  you  update  regularly,  that  others  link  to,  and  that  involves  itself  in  the  conversation  online.  Any  user  that  is  savvy  enough  to  visit  your  website  is  likely  to  be  comfortable  giving  online  as  well  using  a  credit  card.    Since  Bright  Beginnings  already  has  an  online  donation  system  in  place  it  should  be  mentioned  in  all  of  Bright  Beginning’s  organization’s  fundraising  materials.  Online  giving  may  be  preferable  to  some  people  who  are  reading  your  materials  on  paper  but  find  it  easier  to  go  to  the  website  and  donate  than  fill  out  a  check  and  send  in  an  envelope.  This  means  that  it  is  important  to  bring  supporters  to  the  website  where  they’ll  be  able  to  read  further  information  about  the  organization.  The  Goal  for  our  Website  Optimization  is  to:   • Increase  website  traffic  by  25%   • Increase  online  donations  by  10%        
  • 58.  Website  Audit  for                       A  heat  map  shows  where  the  greatest  amounts  of   clicks  are  on  the  first  page  of  Google’s  search  engine     return  page.    Search  Engine  Optimization  The  term  “search  engine  optimization”  is  the  art  and  science  of  making  web  pages  attractive  to  the  search  engines  so  that  your  website  is  easily  found  by  those  looking  for  what  you  have  to  offer.    A  2008  study  by  the  search  engine  marketing  firm  iProspect  found  that  49%  of  people  look  at  only  the  first  page  of  results  if  they  don’t  find  what  they  are  looking  for  on  the  first  page,  they’ll  change  their  search  terms  or  search  engine.  That  means  that  you  must  optimize  your  site  for  the  search  engines  using  a  variety  of  tactics  that  we’ll  out  line  below  so  that  your  site  appears  on  the  first  page  when  someone  searches  for  those  terms.  Competitive  Domain  Analysis  An  overview  analysis  of  Bright  Beginnings  website  compared  to  three  of  its  local  competitors  with  similar  missions  and  goals  shows  that  the  Bright  Beginnings  website  has  significant  room  for  improvement.  Overall,  the  House  of  Ruth  website  scored  highest  in  every  category.  
  • 59.                
  • 60.  URL  Choosing  a  keyword-­‐rich  URL  is  important  not  only  for  search  engine  optimization  but  also  from  a  usability  standpoint.  When  an  organization  uses  a  keyword-­‐rich  URL  it  helps  the  user  immediately  know  what  that  site  is  about.  Although  the  URL  is  the  company’s  brand  name,  it  is  not  easy  to  remember  because  it  unnecessarily  includes  the  abbreviation  “Inc.”    It  is  reasonable  to  believe  that  the  average  person  would  not  remember  to  include  “Inc.”  in  the  URL.    The  risk  is  that  a  person  would  search  for  “Bright  Beginnings”  and  be  confused  with  the  large  number  of  Bright  Beginnings  schools  and  organizations  that  are  present  online.  Beginnings  Google  Analytics  report  for  2010  shows  that  most  visitors  to  the  website  arrive  to  the  site  via  a  search  engine  and  many  people  include  the  geographic  identifier  “DC”  when  searching.   Suggested    Recommendation:    It  appears  that  the  URL  is  available.  This  is  a   better  choice  for  a  URL  than  because  it  tells  both  the  user  and  the  search   engine  that  the  site  is  about  the  specific  organization  in  DC.      Page  Title  The  page  title  is  the  first  of  several  critical  pieces  of  real  estate  within  each  of  your  websites’  individual  content  pages.    A  page  title  is  usually  a  good  indicator  to  tell  whether  or  not  a  site  has  been  optimized  A  title  tag  is  an  important  Meta  tag  that  is  located  at  the  top  of  each  web  page.  The  title  tag  should  contain  highly  searched  relevant  keywords.  The  title  should  not  be  too  long  or  contain  too  many  characters  or  the  reader  (and  the  search  engine)  may  not  get  to  see  the  entire  title  tag.    Some  web  designers/developers  prefer  to  create  a  generic  page  title  and  then  repeat  it  verbatim  or  in  some  variation  throughout  an  entire  website.  This  is  a  missed  opportunity  because  the  page  title  is  the  first  item  Google  looks  at  when  indexing  a  site’s  content  page  to  determine  the  page’s  relevance  to  the  keyword’s  found  within  the  particular  page’s  content.  
  • 61. A  page’s  title  also  becomes  the  clickable  link  that  Google  displays  within  its  search  results.    By  having  a  title  that  describes  the  content  on  the  page  using  targeted  keywords  Bright  Beginnings  is  both  increasing  the  likelihood  that  a  user  clicks  on  the  site  and  increasing  the  sites  value  in  the  eyes  of  Google.  There  are  several  problems  with  the  title  tags  on  the  website.  The  title  tags  are  not  keyword  rich  and  they  are  not  unique  to  each  individual  page’s  content.  Currently  there  are  35  duplicate  page  titles  on  the  website.  Currently  the  title  page  on  35  of  the  36  pages  of  Bright  Beginnings  website  is  simply  “Bright  Beginnings.”     Urgent  Recommendation:    Fix  title  tags  on  Bright  Beginnings  website.   Example  Title  Tag:  “Bright  Beginnings  DC  Programs  for  Homeless  Children”    META  Descriptions  The  Meta  description  is  a  brief  description  of  the  overall  website  which  is  created  by  the  website  owner.  Search  engines  sometimes  use  Meta  descriptions  to  display  them  in  the  search  result  listing.    While  accurate  Meta  descriptions  can  improve  the  number  of  people  who  “click  through”  they  wont  necessarily  impact  your  site’s  ranking  within  search  results.    It  is  a  common  problem  during  the  web  design  process  to  not  include  a  META  description  fields  on  your  web  pages.  Developers  tend  to  focus  on  the  design  and  usability  of  the  site  and  do  not  necessarily  pay  intention  to  content  optimization.  The  Meta  description  should  employ  the  keywords  intelligently,  but  also  create  a  compelling  and  attention  grabbing  description  that  a  searcher  will  want  to  click.  The  description  should  optimally  be  between  150-­‐160  characters.  The  Bright  Beginnings  website  does  not  have  a  Meta  description  on  any  page.  This  is  a  lost  opportunity  to  grab  the  reader’s  attention  or  tell  the  reader  what  the  site  is  about.    It  is  important  to  differentiate  the  Meta  descriptions  for  each  page  within  the  site.     Urgent  Recommendation:  If  you  dont  have  time  to  create  a  description  for  every  single  page,  it  is   recommended  to  try  to  prioritize  the  content  on  your  website.  You  can  start  by  creating  a  Meta   description  for  the  most  critical  or  important  URLs  that  are  on  your  site  like  your  home  page  and   popular  and  frequently  visited  pages.  
  • 62. Alt  Tags  An  alt  tag  is  an  HTML  tag  that  provides  “alternative  text”  when  non-­‐textual  elements,  which  are  typically  images,  cannot  be  displayed.    There  appear  to  be  no  alt  tags  on  the  images  on  Bright  Beginnings  website.  It  is  important  to  have  alt  tags  not  only  for  search  engines  to  know  what  kind  of  content  is  on  the  site,  but  it  is  also  extremely  important  for  visually  impaired  readers  who  are  visiting  your  site  and  are  relying  on  the  alt  tags  to  know  what  is  in  the  image.   Essential  Recommendation:  It  is  recommended  that  Bright  Beginnings  add  alt  tags  to  the  nontextual   elements  on  the  website.  This  is  an  easy  fix  and  one  that  can  be  very  valuable  from  an  SEO   standpoint.  Alt  tags  should  always  describe  what  is  in  the  picture  but  it  is  recommended  to  use   keywords  in  the  alt  tags.     Example: “Photo_of_Bright_Beginnings_DC_5k_Race”Keyword  Prominence,  Frequency,  and  Density  All  three  of  these  terms  deal  with  the  location  and  repetition  of  the  keywords  you  place  within  your  page  content.  Keyword  prominence  is  the  determination  of  how  close  a  keyword  is  to  the  start  of  a  paragraph.  A  keyword  appearing  at  the  top  of  the  beginning  of  a  sentence,  and  at  the  beginning  of  a  paragraph  will  be  considered  more  relevant  by  a  search  engine,  versus  keywords  found  toward  the  bottom  of  a  page’s  content.  Frequency  represents  the  number  of  times  a  given  keyword  or  keyword  phrase  is  repeated  within  the  same  page  of  content.  Keyword  density  takes  your  keyword  frequency  and  divides  it  by  the  total  numbers  of  words  within  the  text-­‐based  content  of  the  page.  An  example  of  five  of  the  most  commonly  searched  for  terms  relating  to  Bright  Beginnings  mission  are  sampled  below.  Bright  Beginnings  website,  however,  is  not  optimized  for  any  of  these  terms.     Essential  Recommendation:  Bright  Beginnings  must  review  commonly  searched  for  terms  that  are   related  to  Bright  Beginnings  mission.  This  can  be  done  using  tools  such  as  Google’s  Keyword   Tracker.  By  reviewing  commonly  searched  for  terms,  Bright  Beginnings  can  take  steps  to  optimize   its  website  for  some  of  these  terms  that  seem  to  be  the  best  fit  with  a  high  number  of  local   searches  and  relatively  little  optimized  competition.  Once  keywords  are  identified  steps  can  be   taken  to  appropriately  incorporate  these  terms  into  prominent  places  on  content  pages.      
  • 63. Inbound  Links  Inbound  links  are  often  referred  to  as  “external  links”  and  can  be  defined  as  links  posted  on  other  sites  linking  to  your  website.  Inbound  links  are  extremely  important  because  Google  considers  sites  with  more  links  to  be  more  popular  and  more  relevant  and  Google  rewards  these  sites  with  a  higher  ranking.  Bright  Beginnings  currently  has  410  total  in  links  with  105  individual  domains  linking  to  the  website.    By  increasing  the  number  of  sites  linking  to  its  website  Bright  Beginnings  will  make  great  gains  in  its  online  visibility.  Keywords   Local  Monthly  Search  Volume   Competition   Optimized   Competition  Help  for  the  homeless   22,200   31,300   11,600  Center  for  homeless   6,600   32,300   9,810  Homelessness  children   1600   15,400   712  Help  homeless  kids   720   285,000   2,870  Child  homelessness   720   54,100   1,090    Content  Still  Remains  King,  Even  Online    We  know  that  in  order  to  have  websites  link  to  our  content  first  and  foremost  Bright  Beginnings’  website  must  have  unique  and  compelling  content  that  other  websites  would  be  interested  in  linking  to  and  visitors  would  be  interested  in  sharing.    Currently  there  is  great  opportunity  to  improve  the  quality  and  content  of  the  website.  Creating  good  content  and  acquiring  inbound  links  help  to  build  trust  amongst  supporters  and  potential  visitors  of  your  website.  If  someone  sees  that  a  popular,  reputable  website  links  to  you  then  they  may  be    more  likely  to  believe  that  what  you  have  on  your  site  is  of  value  to  them  and  something  that  they  would  be  interested  in  Website     Total  In  Links   Total   Linking   Root   Domains   410   105   266   32   442   98   2,288   148  
  • 64. Urgent  Recommendation:  Create  content  that  other  websites  want  to  link  to!  If  you  don’t  have   interesting,  compelling  content  that  is  organized  on  the  site  and  easily  found,  other  websites  will   not  want  to  link  to  you.  This  is  addressed  in  the  next  section.       Bright  Beginnings  undoubtedly  has  fascinating,  heart  wrenching  stories  to  share  and  tales  of   miracles  that  came  true.  Some  of  these  stories  are  very  briefly  mentioned  on  the  website.  This   content  should  be  expounded  upon  and  compose  entire  pages  as  opposed  to  small  paragraphs   on  the  website.     Urgent  Recommendation:  Website  content  must  be  reviewed  and  compelling  and  interesting   content  must  be  placed  in  prominent  positions.  Suggested  content  is:   • Increased  number  of  specific  stories  of  need  or  success   • Success  stories  section  expounded  upon  and  updated  frequently   • Children,  families,  volunteers  or  staff  members  featured     • Feature  pictures,  people  and  stories  in  prominent  places  on  the  website                  
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