East Bay Coalition for the Homeless - Roger Williams University

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Competitive Analysis While it may seem strange to address “competition” for a not-for-profit organization, the reality is that there is considerable competition in two areas. First, competition exists in terms of “share of the mind.” A number of organizations in Rhode Island address homelessness and provide differing levels of services. Thus, when a prospective donor thinks about “an organization that helps the homeless,” any number of these organizations may come to mind. Second, the non-governmental organizations compete for a finite pool of donations, especially in a small state such as Rhode Island. Not too surprisingly, the better funded organizations have a higher profile and are better known, as illustrated by the survey results presented here. The perceptual maps that follow summarize the EBCH’s position relative to other organizations that also address homelessness based on different sets of criteria. What these maps illustrate is that in some aspects, the EBCH is in the “middle of the pack” and does not stand out; in other areas it is distinctive – sometimes in a good way and sometimes in a less desirable manner. The end result of these analyses is a better understanding of what needs to be done to improve and enhance the EBCH’s position relative to other homeless-focused organizations. How familiar are you with these organizations Each respondent saw a set of six organizations: Crossroads RI, EBCH and four others selected randomly from among the rest (From the Spring 2013 Survey of the EBCAP mailing list). I Know Something About This Organiza7on # Responses Crossroads RI 93% 74 Amos House 74% 35 RI Housing Resources Commission Rhode Island Coalition for the Homeless 74% 29 73% 26 EBCH 65% 74 Providence Center 56% 25 Advent House 55% 31 Statewide Housing Action Coalition 43% 21 Nickerson House 33% 30 Housing Networks for RI 24% 34 W.A.R.M. Shelter 24% 29 People to End Homelessness 17% 36 7
Competitive Analysis: Internet Access to Organizational Information Four of the main competitors are well positioned on the basis of website quality and ease of access via a web search. The RI Coalition for the Homeless has a poor website but is still easy to find by just typing the name into a search engine. The RI Housing Resources Commission has a poor website which is hard to find because it is under the Community section on the Rhode Island’s government page. Something similar happens to EBCH, its design compared to the competition is poor and it is also difficult to find the website since it is under the East Bay Community Action Program’s site. Higher Quality Website Amos House WARM Shelter Crossroads RI Providence Center Difficult to Find the Website (via search) Easy to Find the Website (via search) EBCH RI CoaliFon for the Homeless RI Housing Resources Commission Lower Quality Website 8
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: Situation Analysis Organizational A
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 and 34: LinkedIn LinkedIn can help the EBCH
Page 35 and 36: Youtube/Vimeo Short videos provide
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
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If the EBCH did not exist, what wou
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EBCAP Board Responses: Again, messa
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The spread of the ratings is presen
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C. How the Relationship with the EB
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Board Survey 66
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THESE ARE QUESTIONS FOR EBCH BOARD
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ALL RESPONDENTS SEE THE REMAINING Q
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ALL9 * Listed below are four potent
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ALL14 How effective is each of thes
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Appendix B December 13, 2012, EBCH
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You would continue to advocate for
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How many events per year... Should
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Differentiating Characteristics •
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Appendix C Spring 2013 Research Res
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Education 60% 50% 40% 30% 20%
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Familiarity w/ Other Organizations
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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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