East Bay Coalition for the Homeless - Roger Williams University

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Website A website serves many functions: branding, education, communication. It also provides an analytical tool for tracking visits and visitors. As with the logo and tag line, a number of website designs were considered; the one below was selected and has been implemented http://eastbayhomeless.org Goals 1. Design a professional website that communicates the EBCH’s mission in a way that will attract new and current donors 2. Provide information about the EBCH and its programs 3. Facilitate transparency (and trust) about how the EBCH uses donors’ contributions 4. Link the website’s URL to the EBCH’s social media outlets Features 1. Provide an easy way to donate 2. Provide easy access to information about programs 3. Feature donors 4. Showcase events and participants 5. Tell success stories 6. See Appendix J for a guide to using WordPress for your website. 21
Communication Objectives, Strategies & Tactics Communica)on Objec)ves Use media most used by potential donors Communica)on Strategies Employ social media as well as public relations to get the EBCH message in as many media outlets as feasible Seek reach, but focus on frequency as well Use public relations tactics to reach a broad audience Use social media for more frequent, targeted communications Frequent messaging will be important since the EBCH is not well known Be cost effective Both social media and public relations efforts are less costly than traditional media Communication Tactics Regularly post on Facebook Start a blog and post regularly Create a Twitter account and post regularly Set of yearly events and utilize social media to enhance their success Integrate social media with each other and with the website Schedule regular Public Relations activities (press releases, PSAs) Undertake Promotional activities (donor premiums, brochures, collateral item) 22
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: Additional Messaging Under the “O
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
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
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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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