[WORKSHOP] Shifting Minds and Opening Wallets: How Advocacy Empowers Nonprofit Fundraising
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The document summarizes how a nonprofit advocacy campaign shifted public perception and opened wallets to address homelessness in Orlando, Florida. The campaign used a multi-pronged media strategy including traditional media, digital media, and live events to highlight the problem of homelessness, drive emotional engagement, and provoke leaders into action. This approach catalyzed $58 million in funding and solutions for homelessness, housed over 700 people with a 98% retention rate, and nearly eliminated chronic homelessness among veterans. The key lessons outlined are to cultivate attention across platforms, be provocative in messaging, and focus on the social cause rather than the nonprofit organization.
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[WORKSHOP] Shifting Minds and Opening Wallets: How Advocacy Empowers Nonprofit Fundraising
- 1. Shifting Minds & Opening Wallets How Advocacy Empowers Nonprofit Fundraising
- 2. Shifting Minds & Opening Wallets How Advocacy Empowers Nonprofit Fundraising
- 3. CTSOCIAL 2012 Orlando has the largest chronically homeless population in the United States for a city its size
- 4. CTSOCIAL strong public sentiment AGAINST homelessness "Get a job" "You deserve this" "Your choices got you here"
- 5. CTSOCIAL no commitment to change from leadership nonprofits -- even faith groups -- struggled to get on board with advocacy
- 6. CTSOCIAL in 2012, homelessness was a career- ending cause the numbers reflected a community crisis on the rise
- 9. CTSOCIAL our goal change public perception about the true nature of homelessness
- 10. CTSOCIAL our goal convince regional leaders to collaborate on solutions to the crisis of homelessness
- 16. CTSOCIAL brand identity drove the core campaign theme
- 17. CTSOCIAL freed from pressure to spotlight the parent brand (when not specifically relevant to the larger mission)
- 18. CTSOCIAL able to be more provocative
- 20. CTSOCIAL traditional storytelling usually starts with the introduction of the hero or heroine
- 21. CTSOCIAL you can't start with the hero because it looks like you have already solved the problem…
- 22. CTSOCIAL so instead of casting yourself as the hero…
- 23. CTSOCIAL spend more time talking about the problem and people affected by it.
- 24. CTSOCIAL if you're talking about the villain (the cause you are fighting for), people will rally to your support
- 25. CTSOCIAL if you're talking about yourself, people are happy to sit on the sidelines
- 29. CTSOCIAL drive storytelling about changes in progress
- 30. CTSOCIAL billboard campaigns driving an emotional connection and increasing visibility
- 36. CTSOCIAL recruiting advocates podcast interviews blog posts video appearances millennial engagement
- 39. CTSOCIAL
- 49. CTSOCIAL social media 35,000+ followers 6 million+ video views millions reached in Central Florida and worldwide strong engagement
- 50. CTSOCIAL financial catalyzed $58 million in solutions for homelessness
- 51. CTSOCIAL financial catalyzed $58 million in solutions for homelessness
- 52. CTSOCIAL $58 MILLION = public sector (Orange, Osceola, Seminole, Orlando, Sanford and Kissimmee) federal funding The Homeless Impact Fund money given to homeless housing programs in the region by donors in 2014-2015
- 53. CTSOCIAL 700+ people housed after one year in housing, 98% of participants remain housed previous housing models: ~30% retention rate
- 55. CTSOCIAL massive volunteer effort organized through online and offline media Veterans Surge
- 56. CTSOCIAL chronic homelessness among veterans is nearly eliminated “brief, one-time, and rare”
- 58. CTSOCIAL
- 64. Thank You