Red Hook Initiative Education 225X

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Red Hook Initiative Education 225X

• Jason Medeiros, Anthony Schloss, Paul Franz,
  Amanda Edwards

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Agenda

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

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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

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Points of Differentiation

• 55 Red Hook Houses residents employed by RHI
• RHI pays gt250,000 per year back into Red Hook
• Significant portion of funds directly impact Red
  Hook residents
• Comprehensive approach to community development

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Education
4-Pillars Model
After-school programs, advocacy within school,
reenrolling in school, college application
assistance
Job readiness training, resume and interview
help, entrepreneurial experience for youth,
one-on-one career counseling
Employment
Community Development
Health
Engage adults from the neighborhood Promote
positive change and communication
Educate about healthy behaviors, assist with
insurance and doctor visits, peer education
programs
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Capital Campaign Phase 1

• Expanded services
• Central location
• Increased impact

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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

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Methodology

• Market Segmentation
• Literature Review
• Analysis of competitors
• Online Survey
• Interviews

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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
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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
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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

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Competitor analysis Introduction

• Spectrum of non-profit competition

Collegial
Combative
Alternative
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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

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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

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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

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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

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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

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Organizations Preferred by Donors
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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

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Motivation for Giving
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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

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RHI Services Preferred by Donors
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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

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

• The New Young Giver
• 26-35 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
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Consumer Profiles

• The Affluent Analytic
• 26-35 yrs old
• Gives more than 249 annually
• Motivated by mission of organization
• Internet giver
• Has visited Red Hook

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

• The Entrenched Brooklynite
• 36-50 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

The New Young Giver
The Affluent Analytic
The Entrenched Brooklynite
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Recommendations 1 of 4

• Messaging
• Put RHIs Four Pillars front and center
• Emphasize that donations stay in neighborhood
• Share RHI success stories
• Emphasize after-school programs

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Make 4 Pillars a Focal Point

• Highlight RHIs 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

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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

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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

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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

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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

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Questions