Produced an Audience Analysis Report, and oral presentation of this analysis and recommendation, for a NY-based non-profit - Riverkeeper. Identify the best audience segment for Riverkeeper to target to raise $50,000 by year end 2016, adding 500 new donors

1. RIVERKEEPER DONOR
RECOMMENDATION
NAP POSHYANANDA l VASSO PATRIKIOU l ANDREA KWAMYA l BORA KIM

2. AGENDA
CURRENT SITUATION
POPULATION OVERVIEW
SEGMENTATION ANALYSIS
TARGET OPTIONS
KEY INSIGHTS
RECOMMENDATIONS
MESSAGE THEME
ANTICIPATED ACTIONS

3. CURRENT SITUATION
MISSION STATEMENT
OBJECTIVE
RECOMMENDATION

4. POPULATION OVERVIEW
DUTCHESS
MANHATTAN
WESTCHESTER

5. TRENDS IN PAST DONORS
MARRIED AFFLUENT AGED 40-60 EDUCATED

6. SOCIAL
MONEY NEW YORK
SEGMENTATION ANALYSIS
FAMILYENVIRONMENT
DIGITAL SAVVYARTSPORTS

7. TARGET OPTIONS
BOHEMIAN ART LOVERS
URBAN OUTDOOR ENTHUSIASTS
SUBURBAN SUPER MOM

8. COMPARISONS
BOHEMIAN ART
LOVER THOUGHT LEADER
EASY GOING
ART LOVER
HIPSTER
SUPPORTS LOCAL
BUSINESSES
RENT
MAY LIVE ALONE
LARGE SOCIAL NETWORK
RECYCLE
TECH SAVVY
LIBERAL
FASHIONABLE
SUBURBAN
ENJOYS BEAUTY
LIVE IN HOUSE
FAMILY ORIENTED
PETS
HABITUAL
PURCHASING
SUBURBAN
SUPER MOM
NIEMANN
MARCUSANGLO SAXON CHRISTIAN
KIDS IN EXTRACURRICULA
SEEKING PRESTIEGE
OUTDOOR
ENTHUSIAST
CREDIT CARD
STATUS
NEED BREAK FROM
WORK & HOME
EXERCISE REGULARLY
WEALTHY
WORKS IN HIGH STRESS
ENVIRONMENT
URBAN
APARTMENT
MALE
RISING
PROFESSIONAL
DELIBERATE PURCHASING
OWNS A CAR
OUTDOOR
ENTHUSIAST
SUBURBAN
SUPER MOM

9. KEY INSIGHTS
BOHEMIAN ARTISTS
URBAN OUTDOOR
ENTHUSIASTS
SUBURBAN SUPER
MOMS
Male &
Female
FemaleMale

10. KEY INSIGHTS
BOHEMIAN ART LOVERS

11. KEY INSIGHTS
OUTDOOR ENTHUSIASTS

12. RECOMMENDATION
AGE: 35-44
FEMALE POPULATION: 502,851
FAMILY HOUSEHOLD INCOME: 83,663
EDUCATION: HOLDS A BACHELORS DEGREE
SUBURBAN SUPER MOM

13. PERSONA
AGE: 37
SUBURBAN SUPER MOM – STACEY

14. CAMPAIGN RECOMMENDATION
JANE

15. MESSAGE THEME RECOMMENDATION
ONLINE MEDIA OFFLINE MEDIA

16. MESSAGE THEME BUDGET
$ 7000
TOTAL BUDGET
PRINT AD
43%
20%
20%
6%
4% 4%
4%

17. ANTICIPATED AUDIENCE ACTIONS
THINK
ACT
SHARE

18. POSITIONING STATEMENT
TO SUBURBAN SUPER MOM:
RIVERKEEPER IS THE ONLY
ENVIRONMENTAL NONPROFIT THAT
OFFERS YOU AND YOUR CHILDREN
GREEN EDUCATION THROUGH ITS
FUN, FAMILY-FRIENDLY PROGRAMS
SO THAT THEY CAN CONTINUE
ENJOYING A CLEAN HUDSON RIVER.

19. Q&A
QUESTIONS?

20. APPENDIX
Loca%on Popula%on Median Annual
Household Income
New York State 19,746,227 $58,687
Duchess County,
NY
296,579 $72,471
New York
County, NY
1,636,268 $71,656
Westchester
County, NY
972,634 $83,422
Appendix 1. Population Overview
Source: United States Census Bureau.
Figure 1.1 Estimated Population & Median Annual Household Income (2014).

21. APPENDIX Appendix 2.1 Segmentation Analysis
Source: Simmons OneView Experian Information Solutions.

22. APPENDIX
Source: Simmons OneView Experian Information
Solutions.
Appendix 2.2 Segmentation Analysis

23. APPENDIX
Source: Simmons OneView Experian Information
Solutions.
Appendix 2.3 Segmentation Analysis

24. APPENDIX
Source: Simmons OneView Experian Information Solutions.
* Indicates cell count from 31 to 60. Projections may be unstable, use with caution.
** Indicates cell count below 31. Projections are likely unstable, use with caution.
Appendix 2.4 Segmentation Analysis

25. APPENDIX Appendix 3.1 Primary Research – Survey Results
Figure 3.1 Amount willing to be given to an
environmental organization, per year (2015).
Source: Survey Monkey.

26. APPENDIX
Source: Survey Monkey
Figure 3.3 Activities attend on a regular basis
(2015).
Figure 3.4 Age of the respondents (2015).
Appendix 3.2 Primary Research – Survey Results

27. APPENDIX
Figure 3.5 Residence of the respondents (2015). Figure 3.6 Combined annual household
income (2015).
Appendix 3.3 Primary Research – Survey Results

28. APPENDIX Appendix 4. Key Insights
Popula%on Popula%on
based on
Targeted
Gender
Median
House-
hold
Income
Educa%on:
BA degree or
Higher (25+
age)
Key Insight Influencers
Dutchess
County
296,569 296,569
(Male &
Female)
$72,471 33.4% Number of
Museums &
Galleries: 25
---
New York
County
1,636,268 772,318
(Male)
$71,656 59.3% Number of
Outdoor
acGvity
Groups: 35.
33,441
members.
Group
Members
Westchester
County
972,634 502,851
(Female)
$83,422 46.0% Number of
elementary
private
schools: 109.
23,307
students.
Children
Sources: United States Census Bureau. Private School Review. Meetup. Dutchess Tourism.

29. APPENDIX Appendix 5.1 Urban Outdoor Enthusiasts Key Insights
Source: Mintel Academic. Outdoor Enthusiasts - US - February 2015.
Figure 5.1 Self-Identified outdoor enthusiasts by
gender and age (2014).
Figure 5.2 Men’s mental health concerns, by income
(2015).

30. APPENDIX
Figure 5.3 Attitudes about outdoor activities, by gender (2014).
Source: Mintel Academic. Outdoor Enthusiasts - US - February 2015.
Appendix 5.2 Urban Outdoor Enthusiasts Key Insights

31. APPENDIX Appendix 6.1 Suburban Super Moms Key Insights
Source: Mintel Academic. Marketing to Moms -
US – September 2015.
Figure 6.1 Purchase influencers- Selected responses
(2015).
Figure 6.2 Estimated number of moms who have kids
younger than 18 years old, by age (2014).

32. APPENDIX
Source: Mintel Academic. “Marketing to Moms - US – September 2015.
Figure 6.3 Most Important values to instill in your
children, by generation (2015).
Figure 6.4 Important aspects of a good life, by
area of residence (2015).
Appendix 6.2 Suburban Super Moms Key Insights

33. APPENDIX
Source: Mintel Academic. “Marketing to Moms - US – September 2015
Figure 6.5 Self-perceptions, by moms, female non-moms and moms by generation (2014-2015).
Appendix 6.3 Suburban Super Moms Key Insights

34. APPENDIX
Examples of preferred media channels
Cable services BRAVO, Disney Channel,
#Disney Junior, Disney XD, Do
It Yourself Network,
Entertainment TV,
Nickelodeon, TLC
Magazines American baby, Fitness, In
Style, Life and Style Weekly,
OK!, Parents, Shape
Websites Gmail, Outlook, Yahoo, CBS,
iHeartradio, itunes, NBC,
Pandora, About, WebMD,
Wikipedia. CNN,
Foxnews.com, Huffington
post, Amazon, Groupon,
Ebay, Tripadvisor, Weather
Source: MRI Reporter. Spring 2014 Media Demographics. Spouse-Age Summary 35-44. Base: Female.
Figure 7.1 Examples of preferred media channels, by women age 35-44.
Appendix 7.1 Target Audience’s Media Usage

35. APPENDIX Appendix 8. Target Audience’s Social Media Usage
Sources: Mintel Academic. Social Networking - US - June 2013 & 2014 & Pew Research Center. Parents
and Social Media.
Figure 8.1 Use of social networks, by parental status (2013).
Figure 8.2 Parents and Social
Media (2015).Figure 8.3 Frequency of using social media, by moms of children
under age 18 (2014).

36. APPENDIX Appendix 9. Target Audience’s Response to Advertising
Source: Mintel Academic. Social Networking - US - June 2013.
Figure 9.1 Responses to ads, by gender and age (2013).

37. APPENDIX BIBLIOGRAPHY
Columbia Library Databases:
Mintel Academic:
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academic.mintel.com.ezproxy.cul.columbia.edu/display/716722/.
“Outdoor Enthusiasts - US - February 2015,” Mintel Academic, accessed November 20, 2015, http://
academic.mintel.com.ezproxy.cul.columbia.edu/display/716483/.
“Social Networking - US - June 2013,” Mintel Academic, accessed December 2, 2015, http://
academic.mintel.com.ezproxy.cul.columbia.edu/display/668867/.
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2015, http://www.privateschoolreview.com/new-york/westchester-county/elementary.
MRI Plus:
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accessed November 2, 2015.
Pew Research:
“How Working Parents Share Parenting and Household Responsibilities,” Pew Research Center,
accessed November 2, 2015.
Simmons OneView:
“Crosstabs. Environmental Donations & Behaviors, Views, Hobbies,” Experian Information Solutions,
accessed December 3, 2015.

38. APPENDIX BIBLIOGRAPHY
Websites:
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“Donuts, Dressers and Dirt,” accessed December 2, 2015, http://sherisilver.com/.
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archetyp_b_7505320.html.
“Generations Differences Chart,” accessed December 3, 2015, http://www.wmfc.org/uploads/
GenerationalDifferencesChart.pdf.

39. APPENDIX BIBLIOGRAPHY
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2015, https://philanthropy.com/article/Lessons-From-Year-End-Giving-/151951.
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“NY Metro Parents,” accessed December 2, 2015, http://www.nymetroparents.com/westchester/
regionalindex.cfm?change=on&region=Westchester.
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accessed October 23, 2015, https://philanthropy.com/article/Nonprofits-Come-Up-Short-With/234017.
“Macaroni Kid,” accessed December 2, 2015, http://national.macaronikid.com/.
“Mossy,” accessed December 2, 2015, http://mossymossy.com/.
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cities/us/ny/new york
“Parents and Social Media,” Pew Research Center, accessed November 25, 2015, http://
www.pewinternet.org/2015/07/16/parents-and-social-media/.
“Percentage of United States population who interact with charity organizations on social media as of
May 2013, by generation and activity,” Statista, accessed November 2, 2015.

40. APPENDIX BIBLIOGRAPHY
“Personalized Pitches and Online Appeals Dominate Year-End Drives,” The Chronicle of Philanthropy,
accessed November 2, 2015, https://philanthropy.com/article/Personalized-Pitches-and/152545.
“Quick Facts,” United States Census Bureau, accessed November 20, 2015, http://www.census.gov/
quickfacts/table/PST045214/36,36061,36027,36119,00.
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index.cfm?bay=search.summary&orgid=6740#.ViqXwH4vfIU.
“River towns Guide,” accessed December 2, 2015, http://www.rivertownsguide.com/
“Studies Examine Men vs. Women in Giving,” The Nonprofit Times, accessed November 21, 2015,
http://www.thenonprofittimes.com/news-articles/studies-examine-men-vs-women-in-giving/.
“The Archetypes of Mom,” accessed December 2, 2015, http://www.archetypes.com/article/archetypes-
mom/.
“The Best Westchester Mommy Bloggers on the Net,” Westchester Magazine, accessed December 3,
2015, http://www.westchestermagazine.com/Westchester-Magazine/May-2014/The-Best-Mommy-
Bloggers-On-The-Net/.
“The Lessons of the Philanthropy 400: Investing in Fundraising Matters in a More Competitive World,”
The Chronicle of Philanthropy, accessed November 2, 2015, https://philanthropy.com/article/The-
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“Understanding What Motivates Millennials to Give to Your NPO,” Nonprofit Hub, accessed October 20,
2015, http://www.nonprofithub.org/fundraising/understanding-motivates-millennials-give-npo/.

41. APPENDIX BIBLIOGRAPHY
“Westchester Family,” accessed December 3, 2015, http://westchesterfamily.com/.
“Westchester Libraries - List of Members,” accessed December 3, 2015, http://
www.westchesterlibraries.org/about-wls/member-libraries/list-of-member-libraries/.
“Westchester Mommy,” accessed December 3, 2015, http://www.westchestermommy.com/.
“Westchester Parks,” Westchester County Government, accessed December 3, 2015, http://
parks.westchestergov.com/images/stories/pdfs/MapGuide15.pdf.
“Wee Westchester,” accessed December 3, 2015. http://sherisilver.com/.
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2, 2015, ttps://philanthropy.com/article/Opinion-What-Nonprofits-Need/233892 11/2/2015.
“What Women (Donors) Want: Cultivation and Stewardship Advice for Fundraisers,” The Chronicle of
Philanthropy, accessed November 5, 2015, https://philanthropy.com/article/What-Women-Donors-
Want-/233642.