Jason Medeiros, Anthony Schloss, Paul Franz, Amanda Edwards

Agenda RHI Background Project Objective and Methods Findings Recommendations Questions/Comments

RHI: Background Founded 2002 Located in the Red Hook, Brooklyn Serves residents of Red Hook Houses 10,000 residents 3500 are under age 19 High levels of gang activity, drugs, school drop-out rates Service model based on idea that change comes from within the community Serves 2500 people annually

Points of Differentiation 55 Red Hook Houses residents employed by RHI RHI pays >$250,000 per year back into Red Hook Significant portion of funds directly impact Red Hook residents Comprehensive approach to community development

4-Pillars Model Employment Education Health Community Development After-school programs, advocacy within school, reenrolling in school, college application assistance Engage adults from the neighborhood: Promote positive change and communication Educate about healthy behaviors, assist with insurance and doctor visits, peer education programs Job readiness training, resume and interview help, entrepreneurial experience for youth, one-on-one career counseling

Capital Campaign: Phase 1 Expanded services Central location Increased impact

Project Objectives Frame 2nd phase of capital campaign Objective 1: Create strategy for attracting new donors from adjacent neighborhoods Objective 2: Create strategy to increase per capita giving from current donors

Methodology Market Segmentation Literature Review Analysis of competitors Online Survey Interviews

Market Segmentation Objective 1 Key elements of segmentation Household income level Educated population Current low level of engagement with Red Hook Shared values with RHI mission Carroll Gardens, Cobble Hill, Park Slope

Literature Review: Findings 5 factors that drive donor commitment Perceived service quality Shared beliefs Perceived risk Existence of personal link to cause Trust Basis for survey structure

Literature Review: Findings The easier a non-profit makes the decision to give, the more likely donors are to give Contributing to non-profits can become part of donor identity Storytelling is an effective means to build donor identification with organization Tiered-giving can motivate increased per capita spending

Competitor analysis: Introduction Spectrum of non-profit competition CollegialCombativeAlternative

Competitor analysis: Findings Potential Competitors National Organizations United Way Big Brothers and Big Sisters YMCA Local non-profits Added Value Dance Theatre Etc. Red Hook Rise

Competitor analysis: Findings National Organizations Strengths National Awareness Perceived quality Decision to give here is “easy” Weaknesses Underutilization of internet Lack of personal connection to donors

Competitor analysis: Findings Local Non-Profits Strengths Connections to other Brooklyn neighborhoods Defined core competencies Weaknesses Only address one element of community development Less direct focus on Red Hook Houses

Survey and Interviews: Findings Respondents prefer to give to local charities Personal connection to mission is primary motivator After-school programs are preferred RHI service supported by donors

Survey and Interviews: Findings Respondents prefer to give to local charities Personal connection to mission is primary motivator After-school programs are preferred RHI service supported by donors

Organizations Preferred by Donors

Survey and Interviews: Findings Respondents prefer to give to local charities Personal connection to mission is primary motivator After-school programs are preferred RHI service supported by donors

Motivation for Giving

Survey and Interviews: Findings Respondents prefer to give to local charities Personal connection to mission is primary motivator After-school programs are preferred RHI service supported by donors

RHI Services Preferred by Donors

Consumer Profiles: Process Compiled survey results Disaggregated data by age Further disaggregated data by annual giving amount Included qualitative information from interviews Created composites of potential donors

Consumer Profiles The New Young Giver The Affluent Analytic The Entrenched Brooklynite

Consumer Profiles The New Young Giver yrs old Gives $0-$249 annually Motivated by personal connection Internet giver Never been to Red Hook The New Young Giver The Affluent Analytic The Entrenched Brooklynite

Consumer Profiles The New Young Giver The Affluent Analytic The Entrenched Brooklynite The Affluent Analytic yrs old Gives more than $249 annually Motivated by mission of organization Internet giver Has visited Red Hook

Consumer Profiles The New Young Giver The Affluent Analytic The Entrenched Brooklynite years old Gives more than $250 annually Motivated by type of work and effectiveness of organization Method of giving varies Committed to their specific neighborhood

Recommendations 1 of 4 Messaging Put RHI’s Four Pillars front and center Emphasize that donations stay in neighborhood Share RHI success stories Emphasize after-school programs

Make 4 Pillars a Focal Point Highlight RHI’s unique model Emphasize the change created within the community BY the community Elaborate on the comprehensiveness of the RHI approach Shine a light on the things RHI does well that make it stand out from the competition

After School Programs RHI service with broadest appeal among donors Similar to successful tactics used by United Way Highlight these programs in campaign media Increase visibility of positive youth activities Showcase the skills & talents of Red Hook youth Engage Red Hook youth in service outside of Red Hook

Recommendations 2 of 4 Implement tiered system of giving Create circles or levels of giving which donors can join at certain donation levels Research current levels of giving Increase dollar amount of options for giving by an incremental amount

Recommendations 3 of 4 Maximize potential of the internet Connect with Red Hook and Brooklyn blogs Have partners’ websites include an RHI link Use Quantcast.com or similar site to accurately profile website visitors

Recommendations 4 of 4 Host fundraiser on site Utilize connections with supporters that are restaurants/bars Bring people to Red Hook Allow potential donors to see the new space Create personal connections Could be particularly effective for younger donors

Questions