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

Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels

Channel 1: Email

22% 61%

Keep them coming!

Once in awhile is okay!

Thank You

Notes

Newsletter

2/Quarter,2/Year

Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels

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”

Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels

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

Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels

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

Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels

Humans of New York (St. Louis)

Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels

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.”

Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels

StrengthsCollege for Every Student Education Housing

St. Patrick Center Employment Mental Health Self-Sufficiency

Education Life skills, Counseling

Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels

Viability

Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels

Volunteering: Campus Y• Ideas Developed and Executed by Students • Large Campus Presence• Leadership Opportunities

Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels

Volunteer Practices• Past: Small committees planning events• Now: Limited knowledge about opportunities and

needs• Gap between volunteer and organization

Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels

Liaison

Volunteer Committee

Wrap Up Benchmarking Cost Analysis Social Media Segments & Channels

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