Data provided by NSSC.

1. Crowdfunding
Thought-­‐Starters
Chen
Chen,
Abby
Rudd,
Phebe
Shi,
Manuel
Valdez
&Young
Yu

2. 1. Internal
&
External
Problem
Definition
2. Road
Map
3. Why
NSSC?
4. Building
Brand
Equity
5. Growth
&
Cost
Structure
Resources
6. Crowd-­‐Funding
Solutions
Presentation
Overview

3. Current
Situation
In
Perspective
Context
of
Problem

4. Problem
Definition
Key
Questions

5. * In
the
state
of
Illinois,
nonprofits
providing
social
services
face
increasing
service
demands
with
corresponding
decreases
in
public
funding.
* Huge
anticipated
growth
of
seniors
in
the
near
future
due
to
aging
boomers.
* Significant
growth
potential
in
the
social
service
sector,
but
limited
resources
to
facilitate
expansion.
* General
perception
is
incongruent
with
mission/vision.
* NSSC
lacks
public
awareness
and
engagement
with
potential
donors.
Problem
Definition

6. Key
Questions
How
should
NSSC
be
positioned
to
appear
more
engaging
and
attractive
to
potential
fundraising
sources?
What
segments
of
NSSC’s
business
can
optimally
be
leveraged
for
crowd-­‐
funding
opportunities?
How
can
NSSC
craft
strategic
messages
to
attract
multigenerational
financial
support?
In
what
ways
can
NSSC
grow
its
donor
base,
but
also
retain
those
donors
year-­‐
over-­‐year?

7. Over
50%
of
the
annual
budget
comes
from
federal,
state
and
municipal
funds.
Current
fundraising
dollars
are
limited,
but
have
potential
to
grow
based
on
increased
community
awareness
and
understanding
of
competitors.
Deteriorating
Government
Funding

8. Name:
North
Shore
Senior
Center
VS
Mission
Statement:
“The
mission
of
the
North
Shore
Senior
Center
is
to
foster
independence
and
well-­‐being
of
older
adults;
enhance
their
dignity
and
self-­‐
respect;
and,
promote
their
participation
in
and
contribution
toward
all
aspects
of
life.”
Perception
Problem

9. Funding
potential
is
lagging
due
to
the
lack
of
awareness
outside
of
the
older-­‐adult
cohort
or
those
directly
affected
by
someone
receiving
services
from
NSSC.
Other
generational
groups
provide
large
sources
of
relatively
untapped
funding
potential,
but
NSSC
lacks
engagement
with
those
potential
donors.
Multigenerational
Awareness
Issue

10. Determine
Core
Message
Build
Awareness,
Understanding
&
Care
Drive
Larger
Audiences
Collect
More
Donations
NSSC’s
Road
Map

11. Why
NSSC?
* Competitive
Environment:
* 40+
senior
centers
in
the
North
Suburban
Area
* Mission:
* Foster
independence
and
well-­‐being
of
older
adults
* Enhance
their
dignity
and
self-­‐respect
* Promote
their
participation
in
and
contribution
toward
all
aspects
of
community
life

12. Why
NSSC?
Strengths
Opportunities
• Offers
the
Social
Service
Sector
• House
of
Welcome
• Lifelong
Learning
Program
• Health
Center
• Staff
&
Reputation
• Online
connectivity
to
those
in
community
• Become
recognized
Alzheimer
expertise
in
community
• Partnerships
• Volunteerism
for
younger
generation
involvement
Weakness
Threats
• Misconception
of
“Senior
Center”
name
• No
home
care
or
residential
service
• Visibility
in
the
community
• Recognized
as
“older”
people
service
center
and
residential
facility
• Falling
behind
technology
• Funding
• Competition

13. Filling
the
Funding
Void
Solutions
to
Reduce
Reliance
on
Government
Funding

14. Building
Brand
Equity
Brand
equity
must
be
established
to
build
awareness
for
NSSC
in
local
community.
1. Build
a
multi-­‐platform
social
media
campaign.
2. Partner
with
Northwestern’s
Cognitive
Neurology
and
Alzheimer’s
Disease
Center.
3. Establish
brand
essence.
4. Be
proactive
and
reach
out
to
local
media
outlets.

15. * Found
positives,
negatives
and
recommendations
for
each
social
media
platform
based
on
a
social
media
audit:
* Facebook
* Google+
* YouTube
* LinkedIn
* Twitter
Multi-­‐Platform
Social
Media
Campaign

16. It
is
recommended
that
NSSC
partner
with
Northwestern’s
Cognitive
Neurology
and
Alzheimer’s
Disease
Center
to
expand
influencers
supporting
the
center.
Partnership
With
CNADC

17. Use
and
expand
both
NSSC’s
donor
and
partner
network
by
being
proactive
and
leveraging
local
media
outlets
on
a
continuous
basis.
Local
Media
Outlets

18. The
brand
essence
for
North
Shore
Senior
Center
incorporates
the
patients,
their
stories,
and
how
NSSC
changed
their
lives.
NSSC
must
record
the
essence
of
the
brand
and
its
patients
through
videos
depicting
the
brand
story.
These
videos
leverage
emotional
ties
to
build
multigenerational
awareness
in
potential
donors.
Establish
Brand
Essence

19. Establish
Brand
Essence

20. Growth
&
Cost
Structure
Resources
1. Partner
with
the
HandsOn
Network.
2. Partner
with
local
businesses.

21. * Rational
–
In
order
to
grow,
NSSC
needs
bodies
to
help
support
expansion
in
services.
Volunteers
are
a
great
way
to
leverage
resources
to
grow,
while
keeping
costs
minimal.
* Objective
–
To
recruit
1,000
volunteers
and
10,000
hours
to
serve
the
social
service
program
in
NSCC
by
December
31st,
2015.
* NSSC
could
save
at
least
$80,000
in
cost,
based
on
estimates
with
Illinois’s
minimum
wage.
* Resources
Available
–
HandsOn
Suburban
Chicago,
One
Good
Deed
Chicago,
Chicago
Volunteer
Network
and
Volunteer
Match.
HandsOn
Network

22. SWOT
Analysis
Strengths
Weaknesses
Opportunities
Threats

23. Partner
with
local
business
to
reach
and
recruit
more
senior
members
and
non-­‐members
to
sign-­‐up
for
classes.
* Rational
–
There
are
about
270,000
seniors
in
the
Chicago
area,
while
NSSC
serves
over
18,000
of
them
annually.
There
is
potential
markets
to
explore
through
the
Lifelong
Learning
program.
* Objective
–
To
recruit
1,000
new
customers
to
sign
up
for
$1,000
in
courses
each
by
December
31st,
2015.
* NSSC
could
increase
revenue
by
$1
million
(estimated
by
the
average
cost
per
course).
* Resources
Available
–
B&N
for
seniors,
North
Shore
Healthcare,
local
restaurants,
etc.
Local
Business
Partnerships

24. SWOT
Analysis
Strengths
Weaknesses
Opportunities
Threats

25. Crowd-­‐Funding
Solutions
1. Expansion
of
Annual
Benefit
2. Renting
out
the
facilities
3. Sponsorships
with
local
sports
teams
4. Alzheimer's
Association
Partnership
5. Art
Shows
&
Farmer’s
Markets

26. * Event
Details
–
500-­‐person
silent
auction
and
dinner
benefit
held
at
a
Chicago-­‐area
ballroom
(of
at
least
8,000
sq.
feet)
once
a
year
with
members
of
the
community
* Attendees
will
pay
a
$100
fee
to
attend
the
event
* Key
speakers
will
be
in
attendance
to
provide
keynote
speeches
regarding
many
of
the
issues
NSSC
promotes.
* NSSC
will
utilize
key
partnerships
with
Alzheimer’s
Association
and
CNADC
* Cost
–
Without
corporate
partnerships
reducing
overhead
for
event
expansion,
a
facility
of
this
size
with
(at
minimum)
food,
equipment
and
entertainment,
could
range
anywhere
from
$50,000
to
$90,000
* Costs
exclude
promotion
of
event,
invitations
and
silent
auction
items.
Annual
Benefit
Expansion

27. Annual
Benefit
Expansion
* Razoo
campaign
used
to
fund
the
expansion
of
the
annual
benefit.
* Online
donation
platform
targeted
at
raising
funds
for
the
enlarged
Annual
Benefit.
* Promoted
across
NSSC’s
social
media
accounts.
* How
the
message
is
crafted
will
be
key
to
the
funding
potential.
* Partnerships
with
local
businesses
to
build
silent
auction
inventory
with
100%
donated
goods.
* Reduces
costs
of
acquiring
goods
to
be
auctioned.
* Donation
requests
promoted
across
NSSC’s
social
media
accounts
and
local
media
outlets.

28. * How
much
will
the
Annual
Benefit
will
be
marketed?
* It
will
be
marketed
across
social
media
platforms,
through
direct
mail
invitations,
in
local
media
outlets,
and
at
NSSC’s
physical
location.
* How
will
the
message
be
crafted?
* The
message
will
be
crafted
as
an
invitation
for
community
members
to
come
out
and
support
not
only
their
families
and
community
members,
but
also
their
future.
* What
time
frame
will
it
occur?
* The
event
will
occur
in
the
3rd
quarter
of
each
year
beginning
in
fall
2016.
Annual
Benefit
Expansion

29. Item
Inflow
or
Outflow
Cash
Received
or
Spent
Event
Cost
($90,000)
Razoo
Funding
$50,000
Ticket
Price
($100*500
guests)
$50,000
Donations
(From
Auction
and
Donation
Table)
$500,000
Total
Raised
$510,000
Annual
Benefit
Expansion

30. • NSSC
facilities
generally
remain
unused
after
4pm
and
on
weekends.
• This
opens
the
door
for
a
great
opportunity
to
raise
additional
funds.
Renting
Out
the
Facilities

31. * What
will
this
initiative
do?
* Rent
out
facilities
to
other
organizations
and
host
community
events
* BBQ
parties
* Ballroom
Dancing
* Garden
Party
* How
will
the
message
be
crafted?
* Invitation
for
community
members
* How
will
it
be
marketed?
* Across
social
media
platforms
* Directly
to
local
townships
* Direct
mail
invitations
* Local
media
outlets
Renting
Out
the
Facilities

32. * What
time
frame
will
it
occur?
* Facilities
can
be
rented
out
at
any
time
during
the
year
* How
much
will
it
raise?
* Facility
Fee
-­‐
$2,000
per
event
* Entrance
Fee
-­‐
$10
per
guest
* Donations
–
Unlimited
Renting
Out
the
Facilities

33. Local
Sports
Team
Sponsorships
* NSSC
has
already
approached
the
Chicago
Bears,
Blackhawks,
and
Cubs
but
NSSC
failed
to
make
a
connection
* NSSC
can
consider
reaching
out
to
local
sports
teams
–
minor
league,
high
school,
junior
college.

34. Local
Sports
Team
Sponsorships
* What
will
this
initiative
do?
* Reach
out
to
the
Midwest
league,
Chicago
Sky,
Chicago
Steel,
Kane
Country
Cougars,
Chicago
Wolves,
Northwestern
University,
etc.
* How
will
the
message
be
crafted?
* Invitation
to
sports
fans
to
engage
with
NSSC
* How
will
it
be
marketed?
* Across
social
media
platforms
* Local
media
outlets
* NSSC’s
physical
location

35. Local
Sports
Team
Sponsorships
* What
is
the
time
frame?
* Year-­‐Round
* How
much
will
be
raised?
* Realistically
could
raise
an
estimated
$2,500
per
team
* Donations
from
those
gained
through
this
partnership
could
reach
$30,000
annually

36. * World’s
leading
voluntary
health
organization
in
Alzheimer's
care,
support
and
research.
* NSSC
can
leverage
this
relationship
and
use
their
knowledge,
help
bring
more
people
to
help
the
cause,
and
get
network
benefits
in
terms
of
donors.
Alzheimer’s
Association
Partnership

37. Alzheimer’s
Association
Partnership
* What
will
it
do?
* Alzheimer’s
is
the
6th
largest
cause
of
death
Illinois
and
an
estimated
210,000
seniors
are
affected
by
the
disease.
* Alzheimer’s
Association
Mission
–
A
world
without
Alzheimer’s
disease.
* Core
Value
–
Inclusiveness
that
provides
opportunities
and
forums
for
many
stakeholders
to
be
heard
across
activities
throughout
the
Association.
* How
will
it
be
marketed?
* For
NSSC
–
Leverage
digital
resources
through
partnership
and
provide
a
donation
table
at
the
AA’s
walks
and
events.
* For
AA
–
Have
an
externally-­‐recognized
treatment
provider
in
the
greater
Chicago
area
that
helps
Alzheimer
patients
cope
with
the
illness.

38. Alzheimer’s
Association
Partnership
* How
much
will
be
raised?
* AA
raised
$122
million
for
research
within
2014
Fiscal
Year.
* $5
from
all
of
the
11,346
walkers
in
Chicago
* How
will
the
message
be
crafted?
* NSSC
is
a
trusted
care
provider
that
would
form
an
arms-­‐
length
partnership
with
AA.
* NSSC
provides
educational
resources
for
afflicted
or
families.
* What
is
the
time
frame?
* Talks
could
be
initiated
throughout
the
remainder
of
this
year
and
implemented
in
2016
at
the
walks
and
events.

39. * What
is
it
you
want
to
do?
How
are
you
going
to
market
it?
* Collaborate
with
townships,
local
businesses,
national/local
charity
,and
art
communities
to
sell
artwork
for
fundraising
* 11
towns
in
North
Suburban
area,
not
including
Chicago
* 55
farmer
markets
in
Chicago
area,
opened
from
Saturday
to
Thursday
* 10
art,
crafts
and
culture
events
coming
up
in
June
in
greater
Chicago
area.
Art
Shows
&
Farmer’s
Markets

40. Art
Shows
&
Farmer’s
Markets
• How
much
will
be
raised?
• E.g.
Evanston
Downtown
Market
• 58
Vendors,
1428
Likes
on
Facebook
• Awareness:
•
#
of
population
*
35%
see
it
• =5,804
*
35%=1741.2
• Fundraising:
• #
of
weeks
opened
*
(#
of
people
buy
=35%see
it
*
0.5%)
*
price/piece
=26*(1741.2*0.5%)*$25=26*8.706*25
• =$5658.9
• Total
Awareness
• 1741.2*55=95,766
• Total
Fundraising:
• 5658.9*55=$311,239.5

41. Art
Shows
&
Farmer’s
Markets
• Time
Frame:
• Starting
May
through
October
• Message:
• NSSC
is
ultimate
place
to
promote
participation
in
&
contribution
toward
all
aspects
of
community
life
• To
help
Alzheimer's
patients
in
community
• Measurement:
• Buy
artwork
→
• Leave
their
contact
info
→
• &
Give
1
free
lifelong
learning
class
participation
coupon
→
• Track
those
who
come
to
NSSC

42. Questions
or
Concerns?
Concluding
Remarks