2. DONOR OUTREACH:
Donor-Client relationship building strategy
What do the 144 U.S. non-profits who have reached $50 million in
annual revenue have in common?
They raised the bulk of their money from a single type of funder
and
created professional organizations that were tailored to the needs of their
primary funding sources.*
*Source: Stanford Social Innovation Review
3. DONOR OUTREACH:
Donor-Client relationship building strategy
Given Chhaya’s hyper local nature and niche focus, our recommendation is to
adjust this winning formula to the organization’s DNA.
Chhaya can maximize the most closely aligned category of donors by
implementing the following tactics:
• Engage relevant professional South Asian communities throughout New
York City
• Identify unique points of connection between the members of each
professional group and the Chhaya community
• Foster a bond and develop a mutual care factor between clients and donors
• Provide the environment and community of mutual support among
stakeholders
• Create exclusive opportunities to encourage membership and event
attendance
4. DONOR OUTREACH:
Donor outreach strategy
The goal of this approach is creating a framework for
continuous support by establishing a relationship
between clients and donors.
➢ Make donation process natural and seamless for Chhaya and empowering for donors by
getting donors involved in Chhaya’s community
➢ Position the organization as THE hub fostering a deeper understanding of the people of
South Asia
5. DONOR OUTREACH:
Social Media Strategy: Meetup
Meetup.com is an online social networking portal that facilitates offline group meetings around various interests in various
localities around the world. Meetup was founded in 2002 and is currently used by 22.8 million members in 180 countries and
210,240 groups.
Donor engagement – Skill Share
• Pair 2-3 donors with 2-3 recently arrived clients
• Organize events facilitating a skills exchange. Ex: English or computer skills in exchange for language
help (Hindi, etc) cooking, literature, crafts, etc.
• Once donor groups are engaged with community this way, they will be more invested to donate.
Donor engagement – Cooking Workshops
• Organize cooking workshops for donors to learn old country secrets from the more recently arrived
clients
• Donors pay to participate
o Reduced workshops fees can be an incentive for membership
• Film the workshops and push out via social to attract more donors and raise awareness
Donor engagement – Bollywood
• Leverage the powerful pop culture connection to engage members of the relevant Meetup and local
community
• Organize event on either the birthday of a prominent star or anniversary of an iconic film release.
Costume contest, Instagram selfie contest.
• Instagram publishing is for donors, publishing event on Facebook is for the older demo.
6. RELEVANT MEET-UPS
Meetup name Meetup URL Members
New York City Indian Professionals Meetup http://www.meetup.com/New-York-City-Indian-Professionals/ 1,159
Indian Music And Art Meetup http://www.meetup.com/indianmusicartlovers/ 1,407
The NYC Indian Meetup http://www.meetup.com/NYCIndian/ 3,361
Indian Single Professionals Speed Dating &
Singles Events
http://www.meetup.com/Indian-Single-Professionals-Speed-Dating-
Singles-Events/
1,694
NYC Bollywood Meetup Group http://www.meetup.com/BollywoodFriends/ 1,278
NYC Professionals http://www.meetup.com/NYC_Professionals/ 515
The New York South Asian Social Group http://www.meetup.com/New-York-South-Asians/ 1,662
7. DONOR OUTREACH:
Social Media Strategy: LinkedIn
LinkedIn is a business-oriented social networking service. Founded in December 2002 and launched on May 5, 2003, it is mainly
used for professional networking. As of October 2015, LinkedIn reports more than 400 million acquired users in more than 200
countries and 24 languages.
The site is a prominent online business community bringing together professionals from all over the world who participate in its
more than 1.2M active groups.
Unlike Meetup.com’s local focus, LinkedIn groups tend to operate on a more national or even international level.
This presents a unique challenge to engaging this community with the localized message of Chayya as well as an
opportunity for exposure to the world’s communities.
The platform can be leveraged to create the Chhaya Brand and become known for the great work you do within
the non profit communities while also bringing this message to the relevant donor groups.
This is a way for Chhaya to start building its image as the non-profit of choice with a wider circle of stakeholders.
Apply the 5-3-2 rule adjusted for the professional nature of the platform:
5 should be content from other sources that are relevant to your audience, otherwise known as curation.
3 should be content you've created, that's relevant to your audience, or creation.
2 should be content speaking to Chhaya’s accomplishments, activities, or even a fundraising message
Start by sharing articles and offering thoughtful and well informed commentary on South Asia related issues to
position Chayya as an expert on the subject. Mix in Chayya updates and how they fit into the larger context.
Donor Outreach can be implemented following the same outline as slide 28 and adjusted for the wider
geographical scope by focusing on thought leadership and connecting with New York based groups where
available.
8. RELEVANT LinkedIn GROUPS
Group name Group URL Members
YOUNG INDIAN ENTREPRENEURS https://www.linkedin.com/groups/44512/profile 51,428
Indian Startups https://www.linkedin.com/groups/45466/profile 33,042
Indian CEO, CFO, CA, CS, CMA, CFA,
Finance, Corporate & Legal Professionals
https://www.linkedin.com/groups/2123973/profile 10,261
South Asian Bar Association of New York
(SABANY)
https://www.linkedin.com/groups/138080/profile 285
South Asian Association of Fund Raising
Professionals
https://www.linkedin.com/groups/4043308/profile 286
SAARPA ( South Asian American Real
Estate Professional Association)
https://www.linkedin.com/groups/2484520/profile 82
9. DONOR OUTREACH:
Social Media Outreach plan
● Reach out to leaders of relevant social and professional groups and ask to come in to introduce the
group to what Chhaya is doing
● Bring really great authentic food
● Educate the group of the Chhaya mission and accomplishments
● Invite to an event (ideas below can be applied to Meetup and LinkedIn groups as well)
● Collect emails and encourage to connect on social
● Implement a robust email marketing program in tandem with an organic social media strategy to
keep prospects and donors involved
Position Chhaya to prospective donors as
“the” place to experience the real culture of the countries their families come from.
Stress authenticity and regional knowledge.
Think Anthony Bourdain or Top Gear with a purpose.
Event ideas:
● Screenings of contemporary independent films by South Asian directors (region or US based)
● Cooking workshops teaching little known traditional dishes and techniques
● Travel check - people who recently came from the region give real world tips to donors wishing to
visit the region
11. DONOR OUTREACH:
Communication Strategy – a data driven approach
Fans
· Of all female page fans, 45% are between ages of 25-34, followed by 35-44 – 30%
· Of the male fans of the page, 40% are between the ages of 35-44, followed by equally divided 45-54 and
25-34 year olds, both at 20%
· The two largest demo segments are then females 25-34 and males 35-44
· This group is not only on the more mature side but significantly better educated than the average
Facebook page user. 40% of page fans have graduate degrees, which is 300% more than the Facebook
average.
12. DONOR OUTREACH:
Communication Strategy – a data driven approach
Fans
· The fans are also very active on the page – they like 31 posts on average vs the Facebook average of 8
within the timeframe examined. And men are more active than average – 42% of male Chayya fans have
commented on, liked, or shared your posts vs FB average of 33%
13. Facebook Post Insights
Posts
When examining the posts that have garnered the most engagement, there are very clear trends:
1. People engage with photos posted after an event, with media views being the main engagement type.
2. Fans crave informative content that provides a real life insight or benefits and are eager engage with
this content.
Examples of this are a link post with the tour of NYC’s first micro-unit building which reached 1,154 people
– 65% of all Chhaya fan base on 11/2 and Bengali students who are in need of teachers who speak their
language reaching 52% - 931 people.
Given the organic reach of an average Brand Facebook page is 5%, it becomes clear just how highly
engaged Chayya’s audiences are.
14. Media
We recommend focusing on video and image-forward posts and articles that also link to useful or thought-
provoking content to maximize reach and engagement
Facebook Post Insights
16. DONOR OUTREACH:
Social Media strategy - Facebook
● Become a trusted source of information on events both back home and in
New York
● Feed the already engaged fan base the content they are already engaging
with
● Tailor your content to the educated, slightly older demographic of the core
fan base
● Utilize media and link to trusted news and knowledge sources
● Diversify content by starting discussions on popular society topics such as
Bollywood and cooking
● Share recipes and tips for upcoming holidays
