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Emma Norton United Way Presentation
- 1. Brendan Lafranchi, Chris Martin & Catherine Parker
- 4. Asked to Addressed • Expand Awareness of Emma Norton • Reach and Increase New Donor Base • Increase Community Representation on Board • Collaborate with Corporate Partners
- 5. Approach to Project Ideate Execution Brainstorm Identify Goals Success Criteria St. Paul New Donors & New Event St. Paul Saints Game
- 6. Approach to Project Execution Brainstorm Identify Goals Success Criteria St. Paul New Donors & New Event St. Paul Saints Game
- 7. Approach to Project Brainstorm Identify Goals Success Criteria St. Paul New Donors & New Event
- 8. Scope & Deliverables • Booth at CHS Field Entrance • Emma Norton information and collect emails • Game to Draw People to Booth – Bra Pong • Reduced Ticket Prices to Sell to Donor Base • First Pitch Participation • Emma Norton Video • Text email for more information • Emma Norton Door Contest
- 9. Future Opportunities Project • Execution • July 26, 2018 • Incorporation of Donors into Communication Processes • Other Options Emma Norton • Better integration into the St. Paul Community • Annual Partnership with St. Saints • Additional Corporate Sponsorship • Board Recruitment
- 10. Challenges • Project Management • Our Sponsor Left • Bit Off More than we could Chew • Narrowing Scope • Donations vs. Expanding Donor Base • Pulling together a Variety of Stakeholders • Gaining Approval • Dependency on PR Agency
- 11. Successes • Leveraging an Already Existing Event in St. Paul • Going to the People • Partnerships • Emma Norton • Nemer Fieger (Emma Norton’s PR Agency) • St. Paul Saints • Recurring Event • Growth Opportunities
- 12. Cultural Competency • Exposure • Visiting Emma’s Place • Understanding the Work of Emma Norton • Experience • Create Relationships • Education • Models, Content, Exercises, Frameworks • Empathy • Shared Compassion in Understanding the Residents Lifestyle, Backgrounds and Path Forward
- 13. Leadership • Act With, Rather than Act For • Leveraging Spheres of Influence • Practice / Putting it into Action • Staying Involved
- 14. Thursday, July 26 7:05 p.m. vs.
Editor's Notes
- In 1917, women were required to have a chaperone in order to live on their own. Because of this the Methodist Girls’ Club bought a house on College Avenue in St. Paul, to accommodate college students and working women. In 1921, Emma Hayes Norton provided funding to ensure these women would continue to have a place to live and grow empowerment. Over the past century, Emma Norton has changed its focus with the changing times, responding to the communities needs.
- Today, Emma Norton is actively combating poverty in our communities by partnering with women, children, and families who are homeless and experiencing the challenges of mental and/or chemical disabilities. Emma Norton has two locations to serve a diverse community. Emma Norton Residence in St. Paul is home to 50 individual women where staff work one-on-one with the residents to develop plans for becoming healthy and living independently when they are ready. Emma’s Place in Maplewood is home to 13 families of single parents with 3 or more kids. Emma’s place is an affordable, permanent, supportive housing for these families. The staff works with the families with their economic, healthcare and social needs to help them grow increasingly stable and independent. We had the opportunity to tour Emma’s Place, meet with staff and visit with one of the families. Even though we were there for just a couple of hours, we could see the impact the work Emma Norton has on it’s residences.
- When we meet with Emma Norton for the first time we were asked to address four areas where they were looking for help with. The first was expanding the awareness of Emma Norton. Before today, or before the Leaders United program, how many of you had ever heard of Emma Norton? Even though Emma Norton has been serving the community for over 100 year, none of us had heard of it either. So our first challenge, opportunity, mission was to increase awareness of Emma Norton in the community. Our second item to address was to reach and increase a new donor base. Emma Norton main funding comes from contracts and grants. However, contributions to Emma Norton through donations is their second largest revenue driver. If we could help increase the donor base, Emma Norton could do more, including the building of a new residence in Downtown St. Paul. Our third item to address was to increase community representation on Emma Norton’s board of director. There is a want for the Board of Directors at Emma Norton to have a representation of the people they help. Through expanding awareness, reaching a new donor base, could we also find anyone who would be interested in serving on the Emma Norton board of directors? A win would be that Emma Norton’s board would look different two years from now then it looks today. Our final item to address was to develop corporate relationships to help increase Emma Norton’s impact. How could we get more companies in St. Paul, especially those near Emma Norton more involved, collaborate with the organization?
- As we approached this project, we first took time to understand of the organization, the people they serve, their current fundraising events, and the avenues they currently use to promote Emma Norton. We looked to understand what success would look like to Emma Norton. Of the things that we were asked to address, what was most important to them. Based on the items we where asked to address, we worked to identify what were the things we felt we could achieve, complete in the time we had and where we felt we could have the biggest impact. We determine that we couldn’t achieve all of them, but we could lay the ground work of expanding the donor base, potentially getting people interested in serving on the Emma Norton Board of Directors, by focusing in on increasing the awareness of Emma Norton in the community. Once we had our goal set, we started brainstorming events. There were ideas like your traditional fundraising events, like a casino night. We could raise money and raise awareness at the same time. Hold a Happy Hour informational event with Young Professionals of the Twin Cities. One road block that we continue to raise with these types of events was how do we get people to attend them? I’m not sure which one of us suggested it, what if we go to an already established event and educate people about Emma Norton there? Go to where the people already are, instead of trying to get the people to come to us!
- Now that we had our idea, what event could we go to that we could incorporate St. Paul, new potential donors and be something Emma Norton has never done before? So we started brainstorming again. The St. Paul Farmer’s Market; Mear’s Park during lunch times when there are food trucks there, Grand Ol’ Days, and then someone mentioned it, the St. Paul Saints! If you’re not familiar with the St. Paul Saints they are a minor league baseball team that play at CHS Field in Downtown St. Paul. They’re known as one of the wackiest, craziest, most fun-loving teams in all of baseball. The Saints averaged over 8,200 fans in attendance per game in 2017. With those types of attendance numbers we immediately knew a Saints game would be the best event for us to get Emma Norton in front of a lot of people. But what would it take to get a spot within CHS Field during a game?
- Thankfully enough for us, Emma Norton’s PR agency has a good relationship with Tom Whaley, Executive Vice President of the St. Paul Saints and Board Chair of the St. Paul Area Chamber of Commerce. Through the PR agency we had the opportunity to meet with Tom to learn more about the different opportunities the Saints have regarding sponsorships and what it would take for Emma Norton to have a spot at one of the games this season. What we learned is that the Saints have layered sponsorships for each game. They are… Title Sponsor, where they pays $5,000 - $10,000 to be the primary sponsor of that game. They get a media package where they get different advertisements before and during the game. There is a Day of the Week Sponsor, who also pay to sponsor the game. An example of this would be on June 8, Star Wars Night is being sponsored by Pizza Ranch. And then there's a Non-Profit Sponsors. This is free to non-profits to bring awareness to their organization. Which includes a spot inside CHS Field where they can bring awareness to the organization. During the meeting we also had the chance to throw some of the ideas we had for Emma Norton by Tom. Because Emma Norton works with women we thought if a fan brought a feminine hygiene product to the game to donate, they could receive a discount on a game ticket or maybe a concession food item. Tom mention this is something they’ve done in the past, but it can be hard to execute since we would need to advertise it, find somewhere to collect the donations, and work through a third party for the concession discount. We also throughout ideas for some type of game to draw people in. Tom said games work great as long as it’s not trivia, because trivia can be slow and it can cause a bottle neck at the entrance to the park. We quickly learned that anything we wanted to execute at the game has to fit within their game day script and not interfere with the flow of people into and throughout the stadium. After the meeting with Tom, we huddle up quickly with Emma Norton and their PR agency and decided that we were all in with the Saints and we would see what days were available for a Non-Profit Sponsor. I’m happy say that Emma Norton will be the Non-Profit sponsor at the Thursday, July 26 St. Paul Saints game. Tickets are still available. Visit Saintsbaseball.com to purchase. Now that we had our event, have a date, have an understanding of what can done at a game, what were we going to deliver?
- As the Non-Profit sponsor, Emma Norton will have a booth at the CHS Field entrance where volunteers will be educating people about Emma Norton and collecting email address for those who want more information. To get people to stop at the booth there will be a game, we believe Bra Pong, which if you’ve ever watched Price is Right it’s similar to Plinko, where people will win Emma Norton branded prizes. The Saints will sell Emma Norton tickets to the game at a reduced price, that Emma Norton can turn around and sell at regular price to their donor base, which will help raise money for the organization. There will be an opportunity to be a first pitch participant. This doesn’t mean that someone from Emma Norton will get to throw out the first pitch but they may get to be on the field during it. Before the game there would be an opportunity for a short video about Emma Norton to be played with information for people to text their email address to a number to receive more information. Emma Norton also when through a brand re-imaging this past year. This included a new logo of an open door, the one you see on the screen. How many of you saw the Peanuts characters statues that were around St. Paul that were decorated by different companies? We would do something similar where companies could decorate a small door and people who stop by the booth and vote for their favorite. Because Emma Norton has a great PR agency that knows their brand better than we do, has the resources, and the relationships, they’re taking the lead on all the items needed to execution of this event.