Post on 21-Jan-2017
St. Patrick CenterTCCP 2016
Sean Fallon, Eva Mergner, Sunny Shah, Vanessa Wu, Andrew Lee, Sarah Yang
Background
Edith Cunnane
5,765 clients
$13.9 million
1980 2016
Housing Employment Health
A hand up, not a hand out
ProblemAn aging, homogenous donor base
SolutionFocus marketing efforts to bring in
diverse, younger donors.
Advocates (18-25)Helping Hands (26-35)
Benefactors (36-45)
Agenda
Wrap Up Benchmarking Cost Analysis
Social Media
Segments & Channels
Donor Segments, Channels
Advocates (18-25)Helping Hands (26-35)
Benefactors (36-45)
Cause: Social Services,
Health, Place of Worship
Contribution:60% donate
Annual Frequency:40% once, 41%
multiple
Segment 1: Advocates18-25 (1991-1998)
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
How to Reach Advocates?
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
Segment 2: Helping Hands: 26-35 (1981-1990)
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
Corporate Relationships
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
Helping Hands on Social Media
Constitute 24.4% of all Facebook users
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
Segment 3: Benefactors36-45 (1971-1980)
Gen X ReligiousFamilies
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
Why Target Benefactors?
• More generous ($1033 vs. $644/yr)• 50% donate multiple times• Top causes: place of worship, health
disease
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Channel 1: Email
22% 61%
Keep them coming!
Once in awhile is okay!
Thank You
Notes
Newsletter
2/Quarter,2/Year
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Channel 2: Events● Catholic affiliation:
o Community service day● Family/community oriented events:
o 5k runo trivia night
● Donating goods:o Simple competition based events
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
Channel 2: Events
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
Channel: Social Media
Current ContentIdeal Content
Three Segments
Social Media
“Cocktail Party”
“Dinner Party”
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Current Content
Unrelated Posts Related Stories Informative Posts0
10
20
30
40
50
60
Effectiveness of Facebook Marketing
Number of Posts Number of Likes
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
Keep it Relevant
Make It Visual
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
Advocates on Social Media
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
Helping Hands on Social Media
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
Helping Hands on Social Media
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
Benefactors on Social Media
Information source
200 friends
70% enjoy videos
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54% share posts
Cost AnalysisSocial Media Cost
Social Media ManagementBudget: $5000/mo.
DIY: $4840/mo.+$1500 (project
fee)
Outsource: $1500/mo.
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
BenchmarkingSocial MediaCorporations
Youth Volunteering
Benchmarking Standards
1.Effective Social Media Use2.Corporate Relationships3.Youth Volunteer Committee
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
Social Media Campaign: March of Dimes
• National Ambassador• User-generated content • 102% increase in revenue from 2009 to 2010
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Humans of New York (St. Louis)
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Put mock-up of facebook post?
Social Media
Corporate Partnering: College For Every Student – MAP ProgramErnst & Young“I relate to these kids because I was one of them... I’m someone they can see as a role model.”
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StrengthsCollege for Every Student Education Housing
St. Patrick Center Employment Mental Health Self-Sufficiency
Education Life skills, Counseling
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Viability
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
Volunteering: Campus Y• Ideas Developed and Executed by Students • Large Campus Presence• Leadership Opportunities
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Volunteer Practices• Past: Small committees planning events• Now: Limited knowledge about opportunities and
needs• Gap between volunteer and organization
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Liaison
Volunteer Committee
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Wrap UpRecommendations
Key TakeawaysAppendix
Now What?Implement Donor Data Collection
Target New Segments With Identified
Channels
Adjust Social Media Strategy
Use Networks
Create Volunteer Committee to Market
Opportunities
Use Corporate Partnerships to Engage
Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels
AppendixSt. Louis Statistics
Clients Statistics
Marketing Statistics
Saint Louis Statistics1,328 homeless in the city- decline of 7% from previous year -Director of Human Services Bill SiedhoffChronically homeless people is down to 12%Veterans- 12%Homeless children – St. Louis school district ranked highest for number of homeless children enrolled
Client Statistics• 82% from St. Louis City and 11% from St. Louis County• 7% from 28 other surrounding counties• 90% of clients had income below national poverty threshold
($11,670/year) in 2014• Annual average income was approximately $5000, or $2.5/ hour• 70% of people surveyed had diagnosed mental illness
Facebook Marketing• Unrelated stories accounted for about half of
the posts but averaged fewer than 1 like apiece
• There is only one personal client story and one specific story about the St. Patrick Center, but they received 29 and 77 likes respectively
• Infographics, short updates with pictures, and the April bulletin were the next three most popular posts
Conclusion: People enjoyed posts that allowed them to personally connect with the St. Patrick and its clients
Twitter Marketing• Unrelated posts and unrelated stories
accounted for about half of the posts and were not well received
• There was only one infographic, but it was very well received
• Related Videos, Pictures, and GIF’s made up the next three most popular types of posts
• Event Updates and the April Bulletin also fared rather well
Conclusion: People enjoyed posts that gave them a small amount of concise information about what was going on with the center