East Bay Coalition for the Homeless - Roger Williams University

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Email Marketing Used judiciously, email is an easy way to stay in touch with the EBCH network, keeping the EBCH on the minds of friends and donors. Goals 1. Reminders and updates for EBCH events 2. Newsletter distribution Why Email Marketing 1. Low cost means of connecting with target audiences 2. Helps keeps EBCH top-of-mind leading to increased awareness and consideration/preference 3. Does require staff members to create newsletters and periodic emails Email Marketing Guidelines & Strategies 1. Don’t make email contacts too frequent 2. Keep email contacts interesting and compelling – provide useful/helpful information 3. Keep email content short and to the point 4. Consider using a service such as Constant Contact > Such services facilitate posting the newsletter to the EBCH Facebook page and website > Services also make it possible to track email metrics: who received the email, who opened it, who responded, and the like. 29
Youtube/Vimeo Short videos provide a way to connect with target audiences by telling the EBCH story in a compelling manner. Goals 1. Awareness 2. Education 3. Consideration/Preference Why Videos 1. Video uses sight and sound to create emotional connections that are difficult to approximate via other media 2. Can be linked with other social media outlets 3. Often passed along and recommended, creating additional word-of-mouth promotion 4. But, can be costly to produce, though they need not be. Examples from other homeless organizations 1. WARM Shelter: http://vimeo.com/49316196 2. RI Coalition for the Homeless’ YouTube channel: http://www.youtube.com/user/rihomeless 3. RI Coalition for the Homeless example video: http://www.youtube.com/watchv=uZHyTv6L9VM 30
Page 1 and 2: EAST BAY COALITION FOR THE HOMELESS
Page 3 and 4: CPC Project Disclaimer: The reader
Page 5 and 6: Table of Contents Executive Summary
Page 7 and 8: Project Goals & Objectives Client R
Page 9 and 10: Fall 2012 Baseline Board Survey See
Page 11 and 12: Situation Analysis Organizational A
Page 13 and 14: Competitive Analysis: Internet Acce
Page 15 and 16: Competitive Analysis: Social Media
Page 17 and 18: Competitive Analysis: Differential
Page 19 and 20: SWOT Analysis Strengths 1. Staff’
Page 21 and 22: Positioning Strategy There are a nu
Page 23 and 24: Logo The existing logo, while recog
Page 25 and 26: Additional Messaging Under the “O
Page 27 and 28: Communication Objectives, Strategie
Page 29 and 30: Blogging Blogs provide a voice for
Page 31 and 32: Facebook Guidelines & Strategies 1.
Page 33: LinkedIn LinkedIn can help the EBCH
Page 37 and 38: Press Releases/Media Advisories/New
Page 39 and 40: Suggested Events 1. Walk-together:
Page 41 and 42: RIPTA Advertising A program of “i
Page 43 and 44: Donor Premiums There are a number o
Page 45 and 46: Sample Executions Sample Business C
Page 47 and 48: EAST BAY COALITION FOR THE HOMELESS
Page 49 and 50: Campaign Evaluation What to Track W
Page 51 and 52: Appendix A Fall 2012 Research Repor
Page 53 and 54: Executive Summary This report discu
Page 55 and 56: Research Process Research Objective
Page 57 and 58: Findings and Analysis Statistical A
Page 59 and 60: If you were not on the EBCH board,
Page 61 and 62: If you were asked to describe the E
Page 63 and 64: If the EBCH did not exist, what wou
Page 65 and 66: EBCAP Board Responses: Again, messa
Page 67 and 68: The spread of the ratings is presen
Page 69 and 70: C. How the Relationship with the EB
Page 71 and 72: Board Survey 66
Page 73 and 74: THESE ARE QUESTIONS FOR EBCH BOARD
Page 75 and 76: ALL RESPONDENTS SEE THE REMAINING Q
Page 77 and 78: ALL9 * Listed below are four potent
Page 79 and 80: ALL14 How effective is each of thes
Page 81 and 82: Appendix B December 13, 2012, EBCH
Page 83 and 84: You would continue to advocate for
Page 85 and 86:
How many events per year... Should
Page 87 and 88:
Differentiating Characteristics •
Page 89 and 90:
Appendix C Spring 2013 Research Res
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Education 60% 50% 40% 30% 20%
Page 93 and 94:
Familiarity w/ Other Organizations
Page 95 and 96:
Donations: EBCH and Others Reasons
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Donate to other charities 100% 90%
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Know Anyone Associated with the EBC
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Message Effectiveness Tested five r
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This first question is a SCREENING
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FD5 How likely are you to encourage
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FD9 Why do you no longer donate to
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CD5 How likely are you to encourage
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CD10 Which of these fundraising eve
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CM4 What percentage of people in th
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CM8 How likely might you be to dona
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CM12 What factors do you consider w
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CL5 What is the highest degree or l
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Networked Nonprofits: Maturity of P
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At this stage, the organization doe
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Organizations in this category have
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FOR IMMEDIATE RELEASE East Bay Comm
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Appendix G Radio PSA Alert Template
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Appendix I Press Kit Guidelines Wha
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Appendix J WordPress Guide 132
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East Bay Coalition for the Homeless - Roger Williams University

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