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Peter Cicchino Youth ProjectYour Guide to Communicating the Brand
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How you can use this guide
LEARN BEST PRACTICES FOR HOW TO ARTICULATE THE PCYP STORY
CONNECT WITH NEW AND EXISTING DONORS THROUGH THOUGHTFUL AND IMPACTFUL COMMUNICATIONS
DESIGN IMPACTFUL MARKETING IN LINE WITH YOUR BRAND AND VALUE PROPOSITION
ENABLE OTHERS TO ADVOCATE FOR YOUR ORGANIZATION
EVOLVE TO STAY AHEAD OF COMPETITORS
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Contents
INTRODUCTION
Welcome to PCYP…………………….. 5
Who is the PCYPDonor?……………………7
Brand Elements………………… 8
COMMUNICATING THE BRAND
MessageHierarchy…………………… 10
PCYP Communication Pillars…………………………12
Voice & Vocabulary…………………. 13
Photography……………….. 14
MARKETING THE BRAND
ChannelStrategy………………… 16
MarketingPlan……….……………. 20
CreativeGuidelines……………… 21
ExampleAssets………………….. 22
ADVOCATING THE BRAND
Our OnePager………………… 28
Virtual Briefing Materials……….…… 29
APPENDIX
CompetitiveLandscape…………… 34
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Introduction
SECTION 1.0
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PCYP INTRODUCTION
Removing Barriers
POSITIONING
PCYP provides access to some of the most basic of human rights through civil legal services, advocacy, and community education.
PROMISE ATTITUDE
PCYP empowersLGBTQ homelessand street involved youth to live free, enriched lives.
It’s the feeling of hope for every client, and providing empowering solutions when it really matters.
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PCYP is an arm of the Urban Justice Center that removes legal barriers for roughly 500 homeless LGBTQ Youth annually‒namely immigration services, assistance with identity documentation and criminal justice services‒often servicing youth turned away from larger organizations due to lack of resources or expertise.
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PCYP provides access to some of the most basic of human rights through civil legal services, advocacy,
and community education.
Immigration Services
• In-language access• Direct representation• Early intervention• Case management
Criminal Justice Assistance
• Legal advice• Facilitated referrals• Court accompaniment• Letters of support• Advocacy for the incarcerated
Identity Documentation
• Legal name changes• Acquisition of gender-affirming ID docs
Homelessness/Shelters
• Runaway and Homeless Youth coalition advocacy
• Access to Safe Shelter and Transitional Living Programs
Access to Government-Issued Identification
• Birth certificates, non-drive ID cards, Passports Social Security cards
• Training on Transgender court litigation
Criminal Justice
• Advocacy, policy-work, and training on Conditions for LGBTQQ Youth in Juvenile Detention and Probation
• Technical support to defense attorneys
Foster Care
• For older adolescents• For Immigration relief• For children’s Service reform
Direct Youth Education
• Know Your Rights training by attorneys
Partner Organizations
• Expanding Know Your Rights and awareness of PCYP services at partner clinics and youth-serving agencies
• Special Immigrant Juvenile Status trainings for immigration providers
LGBTQQ Community
• LGBTQQ cultural competency training throughout other UJC projects
Legal Services Advocacy Education
Welcome to PCYP
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Needs
Behaviors
Supporter Thoughtful Philanthropist Ad Hoc Giver
‘IgivebecauseIcareaboutthecause.’
‘Igivetomakeanimpact.’ ‘IgivebecauseI’masked.’
He is a young professionalwho wants to give back to the community, and be part of one that supports a relevant cause
He is a more tenured, financially established
member of the community. He is a friend or contemporary of
PCYP board or founding members
He is a passive supporter of PCYP, or friend of Peter,
involved in several community organizations
• He is an active supporter of PCYP, and donates when there is a need
• He attends PCYP events, and brings friends
• Aside from monetary donations, he has limited involvement with PCYP
• He wants donating to be easy, and likes options to choose how he donates (monetary, volunteering)
• He contributes heavily to PCYP • He is often a member of the
board, and guides the mission and vision of the organization
• He is active on boards of similar organizations
• He wants to know how his donation is used, and progress made with it
• He enjoys being involved in various community initiatives
• He learned about PCYP through a supporter or friend
• He could be converted to a supporter if given more education on how PCYP differentiates itself from similar organizations
Engagement with PCYP INTRODUCTION
Segment Profiles: A summary of who they are, their needs and behaviors.
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PCYP Brand INTRODUCTION
EmotionalBenefit
FunctionalBenefit
ValueProp
PROOFPOINTS
Empowering
LGBTQhomeless
andstreetinvolved
youthtolivefreely.
Provideaccesstosomeofthemost
basicofhumanrightsthroughcivil
legalservices,advocacy,and
communityeducation.
Weseizemoments–whenitreallymatters– to
removelegalbarriersforoverlookedLGBTQyouth
andenrichlives,everyday.
CIVILLEGAL
SERVICESADVOCACY COMMUNITY
EDUCATION
ImmigrationServices
CriminalJusticeAssistance
IdentityDocumentation
ShelterPartnerships
CriminalJustice
FosterCare
YouthEducation
PartnerOrganizations
LGBTQCommunity
IN-LANGUAGEACCESSANDCASEMANAGEMENT
Each brand element speaks to the PCYP promise and is foundational to driving the right levels of engagement with the organization.
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Communication Elements
SECTION 2.0
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Communicating to Donors COMMUNICATION ELEMENTS
When creating PCYP communications, the emphasis should be on the value that donating provides. Focus on the experience that contributing delivers and how that relates to the donor– not simply on the benefit itself.
All communications should be considered an extensionof the services PCYP provides. Donors want to feel that their contributionmakes a difference. Thus, the marketing must demonstrate need and shouldbe delivered in a way that is engaging for the prospect or current donor. Thiscomes across through a message hierarchy and three communication pillars for: Prospects, Current Donors and a General Audience.
When creating any PCYP communication, the messaging must be designed for at least one of the pillars. The purpose of the communication willdetermine which pillar(s) are appropriate.
The following charts show how the pillars are personally relevant those who currently do or may engage with PCYP and how they should be communicated with.
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Message Hierarchy COMMUNICATION ELEMENTS
Project
Description
PCYPseizesmoments–whenitreallymatters– toremovelegalbarriersfor
overlookedLGBTQyouthandenrichlives,everyday.
Key
Marketing
Messages
The plight of LGBTQQ homeless and street-involved youth often goes unheard as the larger community strongly rallies for other LGBTQ issues (e.g. Marriage
equality).
LGBTQQ youth are often overlooked, discriminated against, or over-policed.
LGBTQQ youth are over-represented in foster care, criminal justice, and shelter systems.
Through personalized and confidential attention, it’s PCYP’s honor to provide civil legal services, custom solutions and advocacy, seizing opportunities to enrich
lives, every day, when it really matters.
PCYP depends solely on the support of individuals and corporate donors to continue to provide these services.
100% of your donation is used to cover basic necessities for our clients who we have at heart.
Donate today.
What is the context? Why should I care?
Why should I care about PCYP
CalltoAction
Your message hierarchy clearly articulates your value in a comprehensive manner which guides the individual to rationalize involvement with or donations to the organization.
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PCYP Communication Pillars COMMUNICATION ELEMENTS
Prospect
Current Donor
GeneralAwareness
Young
Professionals
Tenured
Professionals
Allies &
Friends of
Peter
Providing When It Matters Most
We seize moments to serve the overlooked. Your contribution of any size goes directly to services—giving someone a chance. Donating is easy.
Learn More
A Community of Giving
Giving to PCYP makes you part of a community of like-minded peers who share an appreciation for LGBTQ youth.
Stay Involved
Removing Barriers
What needs others may overlook, we seize as opportunities to enrich people’s lives, every day, through the power of an expert and integrated team.
Learn More
Your Donations–Solutions
Your donations further our client solutions– removing obstacles through services, enabled by you.
Stay Involved
A Legacy To Continue
Our rich history of 20 years began with one. Be one more who helps us continue this progress.
Learn More
Providing Custom Services
Your dollar goes directly to client services—your dollar gives a chance when it matters most. Donating is easy and secure.
Learn More
A Legacy Your Helping Continue
We invite you to share in continuing the legacy of dedication that Peter started.
Stay Involved
Removing Barriers
We started with one, built a dream in an NYC apartment and now serve the overlooked—seizing opportunities to enrich lives.
Learn More
Removing Barriers
Like our founder believed, we seize opportunities to enrich lives of the overlooked, every day.
Learn More
‘IgivebecauseIcareaboutthecause’ ‘Igivetomakeanimpact’ ‘IgivebecauseI’masked’
In communications, always highlight benefits that match the behaviors of the audience identified.
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Vocabulary COMMUNICATION ELEMENTS
TOO BASIC / OVERUSED TOO EXTREME PCYP
Innovative
Self-Sufficiency
Prevention
Helping the Future
Fall through the Cracks
Hard working
Using the right language is essential in communicating with current and future donors. Word choice should focus on clarity and convey a professional feel. Here are a few examples of right and wrong vocabulary for PCYP.
Victims
Battle
Broken
Shelter
Survival
Suicide
Personalized
Professional
Expertise
Center of Excellence
Barriers
Enable
Identity
Chances
Cycles
Advisory
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PCYP Photography Guiding Principles MARKETING THE BRAND
TELLING THE STORY HUMANITY SECURITY
PROFESSIONALISM HOMELESS IMPLIED SHOW RESULT OF SERVICES
Images provide glimpses of events in the every day life of a PCYP client. Each detail communicates the complexities and challenges our youth face and reinforce the need for PCYP.
The human subject is not the focal point of the photograph, but his or her presence is felt, especially in places where you may find homeless youth.
Images provide glimpses of singular moments that speak to client successes-- every client is given a fair chance.
Avoid stereotypical photography and instead encourage the viewer to imagine something greater, outside of the boundaries of the frame.
Images match expertise in services provided--in civil legal services, advocacy, and institutional reform which enables access to basic human rights. Imagery reinforces confidentiality.
Images capture emotion and remain sensitive to client confidentiality. Create the illusion that each shot is not planned.
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Marketing
SECTION 3.0
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Channel Strategy MARKETING THE BRAND
26-Sep-16
Channels refer to the various ways that you communicate with those external to PCYP. Channels should be tailored to what is scalable for the organization, but should consider the preferences of the recipient. Emails, hand-written thank you’s, or in person events are all examples of channels.
When deploying PCYP marketing, the communication must be designed with the branding and messaging hierarchy in mind, consider the call to action (CTA) and channel preference of the recipient. The purpose and intent of the communicationWill help guide the appropriate channel strategy for your organization.
The following charts show how the channels are personally relevant they should be leveraged.
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Marketing Vehicles
Channel Ideal for….
One-Off Emails
Trigger Emails
eNewsletters
Print / Hand Written
Thank You’s
• Confirming event attendance, or acceptance of a donation
• Following up or reminding individuals about donations
Thank You /
Confirmation Emails
• Following up or reminding prospects or donors about an event
• Providing updates to board members on specific topics• Providing general news relevant to the majority of
recipients
• Ad-Hoc communications to new audiences (corporate sponsors, others)
• Communicating asks or updates (donations, attendance) relative to a seasonal event (PRIDE, holiday season)
• Targeting a specific audience in a personalized way
• Speaking to a very specific audience (friends of Peter only) in a way relevant for everyone
• Showcasing quantitative progress (what we’ve done this quarter, our year in review, etc.)
• Showcasing qualitative progress (event recap)
• Sharing what’s new with the organization• Providing new opportunities for recipients to
stay involved
• Reiterating the organization’s mission, vision and key goals
• Driving recipients to your online portal
• Significant donors you aim to retain year over year
• Personalized messages
Search Engine
Optimization (SEO)
• Reiterating the organization’s mission, vision and key goals through natural search
• Driving organic traffic to your online portal
• Ensuring current donors can easily find your online portal
• Providing new opportunities for prospects to explore your organization
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Search Engine Optimization (SEO)There are three fundamental pillars of SEO: Crawlability, Content, and Credibility
Clear,ConsistentURL+
Folderstructures
NoJavaScriptorFlash
ContentonPageandNot
Hidden
KeywordsinHTML
Relevant
Fresh
Unique
Crawlability Content Credibility
Tips
• Ensure search engines can crawl and read the website
• Remove technical site barriers, such as technologies hiding searchable content
• Ensure there is a good html to text ratio (~15%)
The Perfectly Optimized Page Priorities:
• Page Content• Title Tag• URL• Internal and External Links• Header Tags• Images and Alt Attributes• Meta Description
• Set up a clear internal linking structure
• Quality of external determine site authority
• Create link “attractors” on the site (ie Fresh content, Content with wide appeal, Newsworthy)
• Generate links through social media
• Utilize optimized links in press releases
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• Invitationsshouldremainpersonalizedandalwaysreinforceeventpurposeandbrand
values.Savehand-writtennotesorinvitationsforhighreturnprospectsorcurrent
donors,especiallyifyouanticipatefuturedisengagement.Pre Event
• Welcomeattendees,askfordonationsandprovidematerialssothateveryattendee
knowswhytheyareattendingandcanwalkawaywithanunderstandingofwhytheir
involvementmatters.Greeting
• Focusshouldremainbalancedamongnewandexisting,andnoattendeeshouldleave
withoutaninteractionwithaboardmember.Usethisasanopportunitytoeducate
everyattendeeontheorganization’svisionandgoals.Engagement
• Testimonialsarepreferred,notonlyfrommembersoftheorganization– butfrom
thosethatareconsistentdonors.Don’tlimitinvolvementtomoney.Thisisthebest
opportunityattheeventtodrivediverseengagement.CalltoAction
• Clearlycommunicatehowattendeescandonate(moneyinanenvelope,followup
email,onlinesite)andthatbothmoneyortimeofanyamountisanotherchanceto
serveaclient.Highlightwhyyou’redifferentfromotherorganizations.Closing
• Follow-upsshouldreinforceprogressagainstgoals,extendpersonalizedthanksand
alwaysincludeopportunityforfurtherdonationsandinvolvement.Post Event
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EventsThere are six key components that should be considered when planning an engaging event.
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Email Marketing Recommendations
Communication Objective Call to ActionFrequency
Quarterly eNewsletter Provide board members with key updates, budgetupdates and plans in motion in a consistent manner Quarterly Stay Involved
Seasonal Trigger EmailsAsk current donors or prospects to donate at atime relevant to an LGBTQ or homeless related cause(PRIDE, Coming Out Day, etc.)
Ad-Hoc Donate Now
Event Invite Ask current donors and prospects to attend anupcoming event, providing context on the organization(mission, vision).
Bi-Annual RSVP Now /Donate Now
Event ConfirmationThank current donors or prospects forattending an event, sharing key successes likemoney raised, and number of attendees.
Ad-Hoc Stay Involved / Donate Now
One-Off EmailsCommunicate specific ask to a small audience (boardmembers). Ad-Hoc Varies
Tips
• Know the objective of the communication
• Link print or digital communications to website so that recipients can always learn more or donate
• Personalize communications with recipient first name where possible
• Maintain relevant, short subject lines on emails
• Maintain consistency in look and feel
• Know the audience, and avoid email chains with board members
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Email Marketing Plan MARKETING THE BRAND
26-Sep-16
Q1 Q3Q2
TARGET JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Q4
Current Donor
Prospect
General Awareness
PrideMonth
Holidays/Homeless
AwarenessWeek
NationalComingOutDay
NationalDayofSilence
TriggerOneOff/
BroadscaleEmail
Q1eNewsletter
What’sCookin’
Q2eNewsletter
What’sCookin’
Q3eNewsletter
What’sCookin’
Q4eNewsletter
What’sCookin’
PostEvent
ThankYouEventInvite
PostEvent
ThankYouEventInvite
PostEvent
ThankYouEventInvite
PostEvent
ThankYouEventInvite
PostEvent
ThankYouEventInvite PostEventThankYouEventInvite
AtimetoCelebrate.
Atimetogetinvolved.
AtimetoCelebrate.
Atimetogive.
Atimeweallcelebrate.
Here’swhatwe’reup
to…
Alegacyyou’re
continuingthisholiday.
Howwehonorothers
thisholiday&how
youcanhelp.
Howyou’rehelping
makeadifference.
Howwehonor
othersthisholiday.
AtimetohonorLGBTQ.
Atimetostayinvolved.
InhonorofLGBTQ.
Here’swhatwe’reup
to.
InhonorofLGBTQ.
Here’swhatwe’reup
to.
Holidaysdon’tforget
theoverlooked
Holidaysdon’tforget
theoverlooked
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Creative Elements MARKETING THE BRAND
Dear Peter,
On behalf of the entire PCYP team, we would like to thank you for attending last night’s Fall Fundraising Event.
Together, the team raised $12,000, 20% above our goal. Your contributions are sincerely appreciated by the entire team working to remove barriers for LGBTQ homeless youth.
Sincerely,
Lee & the PCYP Team
How Your Donation is Used
100% of your donation goes to
client needs.
Providingwhenitmattersmost
Haven’t donated yet or interested in donating regularly? Our web center makes it easy for you to donate now and manage your donations.
Our clients’ litigation fees are waved because of you.
Our clients’ litigation fees are waved because of you.
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GUIDELINES
Headline will give the donor or prospective donor a clear indication of the topic and create interest inknowing more.
All email communications should include the project’s most updated logo.
When possible, personalizing communicating through email subject lines or body copy is best to drive higher engagement with the communication.
The body of the email should reinforce the header. In this example, reinforcing the amount raised from an event and why the action the donor took was a great one is effective. In other cases, the value proposition and tailored message hierarchy can be leveraged based on the audience.
All communications should reinforce how PCYP donations are used. Uses can vary based on behaviors of the audience identified earlier. Highlight uses of funds you believe are most important to the audience.
Always have a call to action, whether encouraging the reader to donate now, or simply learn more.
Close all emails remaining personal, but on behalf of the team that makes PCYP possible.
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Quarterly eNewsletter CREATIVE EXAMPLES
CHOOSING SECTIONS EXAMPLE SECTION 1:
UPCOMING OPPORTUNITIES FOR YOU
Share ways for recipients to get or stay involved
SUPPORTING SECTIONS
Sister organization events, happy hours, new benefits, or PCYP news and events.
CHOOSING CONTENT
EXAMPLE SECTION 2:
WHY I GIVE SPOTLIGHT
Spotlight an individual contributor’s story
SUPPORTING SECTIONS
Have donator craft story for why they give to PCYP and how they hope it helps
EXAMPLE SECTION 3:
WHAT’S COOKIN’
Share qualitative or quantitative progress against goals
SUPPORTING SECTIONS
Reinforce strategic goals of the organization, and progress made (donations, new corporate sponsors, total number of clients served year to date).
The focus should be on creating interest in a way that is personalized for the recipient and reflective of progress made by the organization.
The section may provide multiple calls to action and happenings to appeal to a larger audience.
Content should relate to the interests of the recipients. Assume interests based on target audiences (young professionals, tenured professionals, allies) and provide a mix of opportunities provided by PCYP or other related organizations.
26-Sep-16
July2014Quarterly Newsletter
GreetingsfromthePCYPteam,andthanksagainforstayinginvolvedwiththe
organization.Thepastfewmonthshavebeenmonumentalinexpandingthe
numberofclientsthatweserve.Checkoutournotesbelowforhowyoucan
continuetostayinvolvedfortheupcomingmonths!
RSVPNow
You’reinvitedtojoinusforourSpring2014social.Comecelebrateoursuccessesasan
organization,minglewithlike-mindedpeersandlearnaboutsomeupcoming, exciting
opportunitiesofhowyoucanstayinvolvedintheorganization.
TuesdayMarch25th,12-1pm – TheCarltonHotel
Spring2014FundraisingEvent
UPCOMINGOPPORTUNITIESFORYOU
JoinOurPCYPTeamfortheAIDSWalk
ThePCYPteamandboardmembersinviteyoutojoinourteamfortheupcomingNYC
AidsWalk.DonationswillbenefittheXYCfund,andourgroupwillhitthestreets.
TuesdayMarch25th,12-1pm– 45th and8th
IRCHappyHourtoBenefitPCYPTheInterbankroundtablecommitteewillbehostingtheirmonthlyhappyhourinhonor
ofPCYP.Joinusandagroupoffinanceprofessionalsforanightoftoastingtothe
organization’scontinuedgrowthandsuccess.
TuesdayMarch25th,12-1pm– 45th and8th
LearnMore
RSVPNow
WHYIGIVESPOTLIGHT
Itmeansgivingthehomelessachance
Here,werecommendthatPCYPfeatureanindividualcontributortotheorganization.Thissectionallows
theindividualtointroducethemselves,andexplainwhytheycontributetoanorganization.Theycanshare
apersonalstory,oranumberofotherreasonswhytheychoosetodonatetoPCYP.Thisaddsvalueasyou
giveanopportunityforacontributortobeshowcasedandhonoredfortheirdonation,andithelpsreinforce
themissionoftheorganization.
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Confirmation / Thank You Emails CREATIVE EXAMPLES
WRITING THE HEADLINE EXAMPLE 1:
HEADLINE
Thank you for keeping the legacy alive
SUPPORTING COPY
Our rich history began with one, but as you saw from the event, has expanded to a circle of advocates who help us continue this progress.
WRITING SUPPORTING COPY
EXAMPLE 2:
HEADLINE
Thank you for making an impact
SUPPORTING COPY
Your contribution gives a client a chance when it matters most, and here’s how your donation will be used.
EXAMPLE 3:
HEADLINE
Props and thanks to you
SUPPORTING COPY
We appreciate you as a part of our community of supporters, and encourage you to remain involved with us in the future.
The focus should be on creating interest and intrigue in a professional way, without being too lofty or verbose.
A PCYP headline will give the donor a clear indication of the topic and create interest inknowing more.
While the headline draws the donor in and creates interest, thesupporting copy’s focus should be on making a direct connection to why their engagement made a difference– in a clear and straightforward way.
PCYP supporting copy will let the donor know exactly what they contributed and the impact of it.
Dear Peter,
On behalf of the entire PCYP team, we would like to thank you for attending last night’s Fall Fundraising Event.
Together, the team raised $12,000, 20% above our goal. Your contributions are sincerely appreciated by the entire team working to remove barriers for LGBTQ homeless youth.
Sincerely,
Lee & the PCYP Team
How Your Donation is Used
100% of your donation goes to
client needs.
Weextendourthankstoyou
Haven’t donated yet or interested in donating regularly? Our web center makes it easy for you to donate now and manage your donations.
Our clients’ litigation fees are waved because of you.
Our clients’ litigation fees are waved because of you.
26-Sep-16
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Trigger Emails (Targeted Emails) CREATIVE EXAMPLES
WRITING THE HEADLINE EXAMPLE 1:
HEADLINE
This month, we celebrate PRIDE.Every day, we serve the overlooked.
SUPPORTING COPY
Your contribution of any size goes directly to client services– giving someone a chance.
WRITING SUPPORTING COPY
EXAMPLE 2:
HEADLINE
We invite you to join our communitythis PRIDE month
SUPPORTING COPY
We seize moments to serve the overlooked, and when you donate, you become part of our community of like-minded peers who share an appreciation for LGBTQ youth.
EXAMPLE 3:
HEADLINE
Make an impact on our youththis holiday season
SUPPORTING COPY
The holidays are a time when our LGBTQ, homeless youth need us most. Your donations further the help we can provide—removable obstacles through services, enabled by you.
The focus should be on creating interest and intrigue in a relevant way, without losing the connection to the brand and the ask.
A PCYP headline will give the prospect or current donor a clear indication of the topic and correlate with the message hierarchy.
While the headline draws the Cardmember in and creates interest, thesupporting copy’s focus should beconnected to the message hierarchy, and benefits and needs of the audience.
PCYP supporting copy will draw a connection between the ask and the reason for the communication (e.g. PRIDE, holiday season), reinforcing why now is a great time to give.
Dear Peter,
On behalf of the entire PCYP team, we wish you a happy PRIDE month. While we have a lot to celebrate this month, know that every day is a day that we remain dedicated to serving overlooked, LGBTQ youth.
To support our goal in serving more clients, your contribution of any size gives someone a chance, and donating is so easy.
Sincerely,
Lee & the PCYP Team
How Your Donation is Used
100% of your donation goes to
client needs.
Thismonth,wecelebratePRIDE.
Everyday,weservetheoverlooked.
Haven’t donated yet or interested in donating regularly? Our web center makes it easy for you to donate now and manage your donations.
Our clients’ litigation fees are waved because of you.
Our clients’ litigation fees are waved because of you.
DonateNow
DonateNow
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One-Off Emails (Broadscale Emails) CREATIVE EXAMPLES
WRITING THE HEADLINE EXAMPLE 1:
HEADLINE
A legacy to continue
SUPPORTING COPY
Be one more who helps an organization founded on a rich history continue its progress in enriching lives of the overlooked, every day.
WRITING SUPPORTING COPY
EXAMPLE 2:
HEADLINE
A legacy your helping continue
SUPPORTING COPY
We invite you to share in continuing the legacy of dedication that Peter started.
EXAMPLE 3:
HEADLINE
We’re removing barriers, every daywith your help and generosity
SUPPORTING COPY
With your donation and support of any size, we seize opportunities to enrich the lives of the overlooked, every day.
The focus should be on creating interest and intrigue in an intelligent way, without being too lofty or verbose.
A PCYP headline will give a clear indication of how a donation helps– no matter how big or small.
While the headline draws the prospect or donor in and creates interest, the supporting copy’s focus should be on making a direct connection to why the prospect or donor should care (Peter, making an impact, the cause).
Supporting copy will let the reader know exactly how they can contribute today.
Dear John,
Each year, we thank those that understand our rich history of 20 years, which began with one. You are one of those that have shared in Peter’s vision and have helped continue his progress.
Like our founder believed, our team of legal specialists aim to enrich the lives of the overlooked, every day. We invite you to continue your support today with a donation of any size, so that we can continue to enable services for our clients.
Sincerely,
Lee & the PCYP Team
How Your Donation is Used
100% of your donation goes to
client needs.
Servingtheoverlooked.
Alegacyyou’rehelpingcontinue
Haven’t donated yet or interested in donating regularly? Our web center makes it easy for you to donate now and manage your donations.
Our clients’ litigation fees are waved because of you.
Our clients’ litigation fees are waved because of you.
LearnMore
DonateNow
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Creating Advocacy
SECTION 4.0
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Advocacy One Pager Template (Fact Sheet / Sharable Materials)
Removing Barriers
Our Mission
PCYP provides access to some of the most basic of human rights through civil legal services, advocacy, and community education.
What We Promise
PCYP empowersLGBTQ homelessand street involved youth to live free, enriched lives.
It’s the feeling of hope for every client, and providing empowering solutions when it really matters.
PCYP
Weseizemoments–
whenitreallymatters–
toremovelegalbarriers
foroverlookedLGBTQ
youthandenrichlives,
everyday.
How We Do It Contact
EMAIL US u pcyp@urbanjustice.org
123 William Street, 16th FloorNew York, NY 10038877-LGBTQ-LAW (877-542-8529)
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Creating Advocacy
SECTION 4.0 Fornearlytwodecades,PCYPhasdevelopedareputationfor
excellenceamonglawyers,serviceproviders,and– most
importantly– theyoungpeopleweserve.Eachyear,weopenabout
200newcasesandserveapproximately400youngpeople.PCYPis
housedwithintheUrbanJusticeCenter,anon-profitlaw
collaborativethatservesasanumbrellaorganizationforanumber
ofinnovativeprojects,eachdesignedtomeettheneedsofa
particulargroupofmarginalizedNewYorkers.
AboutPCYP
WelcometoPCYP
BoardofDirectors
Programs&Services
Financials
Donors
ContactUs
Foundedin1994,PCYPisaninnovativelegalservicesprojectfocusingonthecivillegalneedsofthethousands
ofhomelessandstreet-involvedlesbian,gay,bisexual,transgender,queer,andquestioning(LGBTQQ)young
peopleinNewYorkCity.PCYPworkstointerruptthecyclesofpovertyandcriminalizationthatpreventLGBTQQ
youngpeoplefromlivingfulfillinglivesfreefromdiscrimination,abuse,andoppression.Wehavebuiltunique
expertiseinthecomplexlegalissuesfacingmarginalizedyoungpeopleatthecrossroadsofyouthandadult
systems.
Fornearlytwodecades,PCYPhasdevelopedareputationforexcellenceamonglawyers,serviceproviders,and–
mostimportantly– theyoungpeopleweserve.Eachyear,weopenabout200newcasesandserve
approximately400youngpeople.PCYPishousedwithintheUrbanJusticeCenter,anon-profitlawcollaborative
thatservesasanumbrellaorganizationforanumberofinnovativeprojects,eachdesignedtomeettheneedsof
aparticulargroupofmarginalizedNewYorkers.
Sincerely,
“AsPCYPentersitstwentiethyear,wehavenodoubt
thatthebestdaysareahead.”
AXPInternal26-Sep-16 29
Creating Advocacy
SECTION 4.0
AboutPCYP
OurBoard
BoardofDirectors
Programs&Services
Financials
Donors
ContactUs
OurBoard
heBoardofDirectorsisresponsibleforoversightoftheorganization’sstrategicvision,ongoing
operationandhelpsguidethelong-termvisionandplanning.
Director
CaseManager
BoardofDirectors
Attorneys
Lee C. Strock, J.D.
2012 to Present
Gretchen Begley, M.S.W
2012 to Present
DevelopmentManager
Braeden Lentz
2012 to Present
Nadia Qurashi, J.D.
2008 to Present
Megan Stuart, J.D.
2009 to Present
Chairman
Secretary
Treasurer
Mitchell A Lowenthal
2012 to Present
Arnold B. Peinado III
2012 to Present
Jeffrey D. Haroldson
2012 to Present
Felipe AransaenzMichael A. Barasch, Esq.Pat BudziakMichael F. CoyneRichard A. Edlin, Esq.Marc Falcone, Esq.Joel M. FrankBeth GoldenJyotin Hamid, Esq.Helen Hershkoff, Esq.Raquiba LaBrie, Esq.Maggie LearStephen Loffredo, Esq.Fred MwangaguhungaVanessa SelbstDavid A. Singleton, Esq.Howard SontagDavid Tobis, Ph.D.Edward Turan, Esq.
AXPInternal26-Sep-16 30
Creating Advocacy
SECTION 4.0
AboutPCYP
OurBoard
BoardofDirectors
Programs&Services
Financials
Donors
ContactUs
Programs&Services
ImmigrationServices
CriminalJusticeAssistance
IdentityDocumentation
ShelterPartnerships
CriminalJustice
FosterCareYouthEducation
PartnerOrganizations
LGBTQCommunity
IN-LANGUAGEACCESSANDCASEMANAGEMENT
Onanygivennight,therearebetween4,000and8,000homelessyoungpeopleonthestreetsof
NewYorkCity,upto40%ofwhomidentifyasLGBTQQ.Ourclientscomefirst,andareatthecenter
ofeverythingwedo.
CivilLegal
Services
Advocacy
LGBTQ
Homeless
Youth
Education
?
DidYouKnow
OurModel
AXPInternal26-Sep-16 31
Creating Advocacy
SECTION 4.0
AboutPCYP
OurBoard
BoardofDirectors
Programs&Services
Financials
Donors
ContactUs
Financials
500Casesworkedthisyear
2014FINANCIALPOSITION
REVENUE&SUPPORT
EXPENSES
TOTAL
TOTAL
Contributions
GovernmentGrants
SpecialEvents,Net
OtherRevenue
ProgramServices
Management&General
Fundraising
$85,000.00
$153,400.00
$-
$243,540.00
$17,000.00
$450,716.00
$10,000.00
$481,940.00
$477,716.00 Program Services
Management
Fundraising
AXPInternal26-Sep-16 32
Creating Advocacy
SECTION 4.0
AboutPCYP
OurBoard
BoardofDirectors
Programs&Services
Financials
Donors
ContactUs
Donors
MajorDonors
Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.
AdditionalDonors
hegenerosityofourdedicateddonorscontinuestohelpusevolveourstrategicvision,whilehonoring
thebasicvaluesandprinciplesthatdefineourprogram.
DonorSpotlight:ChristopherJames
AsaseniorpartneratWitt/Kieffer,aswellasanauthorfocusing
onleadershipandanadjunctprofessor,Dr.Croteau hastaught,
written,advised,andsupportedpeople,places,andideasthat
enhancethelivesofothers.Hismemoir,MyThinningYears willbepublishedthisAugustandchroniclesthestrugglesDr.
Croteau facedonhisjourneytoacceptinghisidentity.The
Croteaus alsohaveascholarshipfundtoassistLGBTQyouthat
EmersonCollege.
TheCroteau’s areespeciallypassionateaboutPCYP’seducation
initiativesliketheLegalimmigrationWorkshop andadult
educationtrainings.“Educationandcommunityoutreachare
veryimportanttous,”saidDr.Croteau’s husbandJustin.“Jon
andIknowthatgettingtherightvolunteersandtheright
resourcesintothehandsofyouthwillcontinuetohelpsave
lives.PCYPdoesthatwell,andwecan’twaittoseehowtheir
outreachmakesanimpact.”
Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.
Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.
Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.
AXPInternal26-Sep-16 33
Creating Advocacy
SECTION 4.0
AboutPCYP
OurBoard
BoardofDirectors
Programs&Services
Financials
Donors
ContactUs
ContactUs
Email Us u pcyp@urbanjustice.org
123 William Street, 16th FloorNew York, NY 10038
Call Us u 877-LGBTQ-LAW (877-542-8529
Drop In u
AXPInternal26-Sep-16 34
2014 Competitive Landscape
Appendix
AXPInternal26-Sep-16 35
KeyGoals LongTermVision
ShortTermFocus:Branding&RelationshipMarketing
GrowContributions
RaiseAwareness
EnableExpansion
Engage
Prospects
Personalize
Marketing
OptimizeDonor
ExperienceRe-engage
Enable
Advocacy RelationshipBasedModel
PCYP COMPETITIVE INSIGHTS
AXPInternal26-Sep-16 36
A preliminary analysis considered top competitors and firms recommended by the UJC team.
DefineApproach
TrevorProject
SilviaRiveraProject
Hetrick MartinInstitute
TrinityPlace
NewAlternativesforYouth
QueensPrideHouse
LGBTQCenter
GatherAdditional
Learnings
CompareagainstUrban
JusticeCenter
• Revisit preliminary project goals and objectives
• Outline key themes for analysis
• Identify competitors to evaluate:
• Understand voice of the contributor or ‘customer’
• Outline best practices from non-competitors as applicable for analysis
• Understand key gaps
• Begin to identify key opportunities for future recommendations
InScope
LambdaLegal
HorizonStreetwork
TransgenderLegalDefense
BrooklynCommunity
PrideCenter
AIDSCenter
MaketheRoadNY
PCYP COMPETITIVE INSIGHTS
AXPInternal26-Sep-16 37
Brand & Value Proposition• Mission statement, tagline
• Identity and positioning
• Channel presence
• Associate brand affiliation
Marketing• Prospect management
• Donor management (CRM)
• Relevance (channels, message hierarchy)
• Measurement
Operating Model• Fundraising model and structure (tier,
frequency, sustainability)
• Incentives
• Partnerships / Collaborations
Contributor Experience• Ease of donation (online, text, integration
into existing behaviors)• Mediums of contribution (service,
monetary, other)
Our analysis focused on four key areas that enable similar firms to deliver effective, best in class branding and marketing.
Approach COMPETITIVE INSIGHTS
AXPInternal26-Sep-16 38
Brand Marketing Contributor Experience
Operating Model
Top Organizations
Proficiency
• LGBTQCenter
• TrevorProject
• SylviaRivera
• LGBTQCenter
• AliForney
• Lambdalegal
• LGBTQCenter
• SafeHorizon
• MaketheRoadNY
• BKCommunity
PrideCenter
• LGBTQCenter
The following assessment considered and measured the organizations below against four key areas of focus to understand industry best practices.
Areas of Evaluation COMPETITIVE INSIGHTS
AXPInternal26-Sep-16 39
• As expected, operating budgets are largest if revenue primarily driven from government contributors and grants, but all firms maintain individual contributors
• On average, competitors spent 4X more on ‘fundraising’ initiatives than UJC in 2013
• On average, ‘events’ drove 10% of total revenue last year for firms evaluated, but can also represent a significant expense
• Financially sound competitors appear to have a diverse portfolio to mitigate risk:
- Various revenue sources (legal fees, space usage, grants, contracts, foundations, corporate)
- Various individual opportunities (media, event sponsors, internships)
Industry Observations PCPY Opportunities
• Define value proposition for donors (WIIFM?)
• Increase transparency in use of funds raised
• Reconsider focus on new vs. recurring contributions
• Analyze ROI of Fall / Spring Events and reconsider resource investment
• Diversify financial portfolio (revenue drivers, fundraising, opportunity to alleviate marketing & admin expenses)
Source:Annualreportsof10similarfirms:LGBTQCenter,MaketheRoadNY,TrevorProj,AIDSCenter,SylviaRivera,LambdaLegal,SafeHorizon,AliForney,ACLU,NYLAG
Significant resource investment in fundraising events and significant diversification of funding sources are key operating model themes amongst the competitive set.
Financials COMPETITIVE INSIGHTS
AXPInternal26-Sep-16 40
• Mission statements of similar firms providing a variety of services tend to be lengthy, and sometimes confusing‒ Concise typically means clear‒ Format typically ‘UBJ provides X, X and X through Y
• Taglines support feeling of welcome (i.e. helping many, one by one)
• Online branding best when value prop is prominent and supporting messages include: who we are, what we do, how you can help)
• While lifestyle photography (people, featuring minorities) typically supports most brands, relevant landscape images can also be relevant and effective
• Supporting testimonials commonly feature clients, but are also effective from contributors or credible figures
• Organizations with strong branding offer a package of informational material to inspire advocacy
Industry Observations PCPY Opportunities
• Review mission statement
• Concretize value proposition
• Develop a tagline that cements mission and value prop
• Enable advocacy through collateral (one pagers, posters, etc)
• Consider content (photography, testimonials) that bring PCYP to life in a personal, digestible way
• Bring brand to life at events
Solidifying the mission statement is key and will drive the content through which the brand is articulated and received by prospective clients and donors.
Branding COMPETITIVE INSIGHTS
AXPInternal26-Sep-16 41
• Online, email and events serve as primary channels for prospects and relationship marketing:‒ Online, interactive videos speak to numbers served and need
for organization‒ Social media channels (Facebook, Twitter) primarily used for
curating relevant news or events
• Most common calls to action (CTAs) across marketing include: Donate Now, Get Care, Join Us, Become a Member, Volunteer
• Primary Messaging Themes: Empowerment, Support, Enablement, Helping the future, Lasting & positive change
• Secondary Messaging Themes: Improving access to resources, Self sufficiency, Helping others reclaim their lives
• Messaging tactics:‒ Speak to unique value (THE center for legal excellence)‒ Tailored to audience (How can I get help vs. How can I help?
CTAs prominent online)‒ Avoid acronyms‒ Quantifiable results reinforced (#’s helped)
Industry Observations PCPY Opportunities
• Develop cohesive messaging in line with value proposition across channels:
‒ Personalization across channels
‒ Quantification
• Review and reconsider channel presence (new vs. existing)
Aligned messaging across channels and measurement of marketing efforts are key opportunities for PCYP.
Marketing COMPETITIVE INSIGHTS
AXPInternal26-Sep-16 42
• Most means of contribution are traditional (email, Paypal, Credit card), and some firms are exploring new channels:‒ Text donation‒ Amazon Smile partnership‒ Amazon Wishlist donation
• Contributors can commonly direct their contributions to different areas (program services, support groups, other) and this is always reinforced in marketing
• Sponsorship levels often tailored:‒ Levels could include media promotion, marketing, tshirts‒ Sponsors (firms or individuals) and any logos prominent
on marketing materials
• Firms are continually finding non monetary options for contributions, such as:‒ Admin / office internship work‒ Hot lunch, support groups, Homeless starter kits
Industry Observations PCPY Opportunities
• Concretize “What’s in it for me?” for donors
• Increase Transparency of ‘where your dollar goes’
• Improve ease and security of donations
• Review confirmations and reengagement activities (emails, thank yous, quarterly updates)
• Consider Tiered giving structure
• Provide new ways for donors to take action
Diversifying means of contribution and connecting a specific donation to a specific usage of funds represent marketing opportunities for PCYP to expand donations.
Donor Experience COMPETITIVE INSIGHTS
AXPInternal26-Sep-16 43
Thank You
From the Amex team….
Thank you for inviting us to become involved and giving us the chance to shape the future of your organization. We are honored to have had the opportunity to partner with you on this project, and while we polished up your mission – the very heart of what you do and how you do it has always been strikingly apparent.
We will continue to be moved by the resilience of your team, and wish you the best of luck in the future.
Thank you for inspiring us all.
44AXPInternal26-Sep-16 44
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