See the Need, Seed the Change Community Match Campaign Presented by the Marketing & Communications Department April 14, 2009

Meet the Team Marketing & Communications Department Cynthia Ragland, Vice President Jessamyn Miller, Manager Jacquie Mayotte, Associate

Community Match Campaign 2009

Board Directed Discretionary Funds Matching Contributions from Key Donors Community-wide Goal for 2-to-1 match $250,000 Total $750,000

Campaign Methodology A strategic approach to a unique opportunity… Goal: To raise $750,000 to distribute to local nonprofits meeting safety-net needs. Objective: Over 30 days, raise $250,000 from OCCF’s broader donor base, friends and prospects and the community at large in response to a 2-to-1 match.

Strategies Tell the story “This is our rainy day.” Uniquely position OCCF to lead the challenge Campaign Methodology Raise awareness Show the face of the “new” neighbors in need Use current data to give a clear impression of demands Make it easy Offer a friendly way for new donors to experience giving through OCCF Engage audiences online Charitable Distribution Request online

Online & Offline Outreach Web Site Dedicate OCCF home page to campaign, easy online donations campaign s to targeted lists Shelley Shares blog Greer’s OC Web site to 15,000 users, ad KFSH Banner ad and link to site PR Marketwire, MSN, OC Metro Print ads Daily Pilot, Laguna Beach Coastline and Huntington Beach Independent Radio 90 :60 spots on KFSH (95.9 FM) Direct Mail Over 4,000 oversized postcards PR OC Register, KOCE-TV Real Orange, Irvine City TV

Print Ad

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Web site & Shelley Shares blog

Campaign Evaluation Goal: Community contributions of $250,000 Total contributions: $307,500 That’s 123% of goal!

Campaign Evaluation Total funds available for granting… $807,500

Metrics and Evaluation How they heard… Donor Relations/asks65% Web or 16 % Board Commitments 12% Newspaper / radio1 % Unknown6% Also of interest… 100% Board participation 35 first-time donors brought $3,309 in contributions $4,465 in online credit card donations $122,500 from donor advisors 117 friends on Facebook; 350 on Twitter

Expenses Marketing Budget Ads $5,185 PR Outreach$1,700 Postcard Printing & Mailing Fees$2,000 Total $8,885 Donated Services Graphic design – logo and postcard Design of print ad (half of cost) Banner ad KFSH web site Blogs - KFSH hosts Facebook and Twitter set-up Total In-Kind $4,000 (estimated)