Executive Summary ............................................................................................ 2

Challenges........................................................................................................... 3

Primary Challenge........................................................................................... 3

Secondary Challenge .................................................................................... 3

Situation Analysis ................................................................................................. 3

Strengths........................................................................................................... 3

Weaknesses...................................................................................................... 4

Opportunities ................................................................................................... 4

Threats............................................................................................................... 4

Target Market Profile........................................................................................... 5

Primary Target.................................................................................................. 5

Secondary Target............................................................................................ 5

Tertiary Target .................................................................................................. 5

Objectives ........................................................................................................ 6

Community Foundation Campaign: ................................................................ 7

Theme:................................................................................................................ 10

Idea:................................................................................................................ 10

Social Media Strategy ...................................................................................... 11

Goal ................................................................................................................ 11

Channels ........................................................................................................ 11

Listening Tools ................................................................................................ 11

Facebook Page and Twitter Presence?..................................................... 12

Blogging ......................................................................................................... 12

Email Marketing............................................................................................. 12

Measurement ................................................................................................ 12

The Social Element ........................................................................................ 13

Executive Summary

The Community Foundation offers a variety of long-term ways to donate

to various charities and not-for-profits, these include grants, bursaries,

funds, etc. Although the foundation has a unique offering for donors, the

Kingston Community foundation has been facing ongoing challenges of

having a high level awareness as well as being fully understood by

Kingstonians. Another challenge that the CFKA has as well as other

organizations that depend on donations is that there is a general

misconception and lack of knowledge about philanthropy.

In order to defeat these challenges, a strategic awareness campaign will

be implemented to not only raise awareness for the CFKA but to teach

the Kingston community about what philanthropy is and how individuals

have the capability to become philanthropists. This campaign will

incorporate two major objectives; to raise awareness about the CFKA’s

services and to educate the public about philanthropy.

By meeting these objectives, the CFKA will be able to increase their

donations to better meet the community’s needs as well as creating a

higher public profile amongst Kingstonians. The CFKA will become the

leaders in the giving community by becoming educators and challengers

of the status-quo.

Challenges

Primary Challenge

The Community Foundation of Kingston and Area needs to be better

understood in the community it works for. The impact and services it

provides has to be fully understood by a wide range of individuals;

philanthropists or not.

Secondary Challenge

To educate the community on what Philanthropy really means and how

you can become a Philanthropist.

Situation Analysis

Strengths

Donations are sustainable and long term

CFKA Well Established and credible within the Kingston community as well

on a National level

Develop personalized grants to meet donor needs

CFKA serves as a community partner and as a supporter of many different

charities and not-for-profits on many different levels

Great advisor structure

Weaknesses

Communication used by the CFKA does not connect with the public on

any emotional level.

Available options appear overwhelming based on educational materials

and website

Lack of awareness

Cash availability for non-profits/charities is lower in the short term when

gifts are shifted to CFKA funds. This factor is scary for non-profits in need.

Engagement level is low

Opportunities

Lack of community knowledge about what philanthropy is and how it is

available to more then just the “the rich.”

Lack of general knowledge about what the CFKA does. Provides us room

to improve current communication style and message.

Approach the lower income level individuals, the community needs to

feel part of the CFKA. By having the general community support the

wealthy will be more inclined to participate.

Engage donors in a higher level/intensity.

Threats

Volatile investment market

Amount of non-profits and charitable organizations in the Kingston area

Changing donor habits

Target Market Profile

Primary Target

Middle to upper income households with couples between the ages of

30-50 years of age. These individuals have annual scheduled giving and

are influenced by financial advisers, associates, media, clubs and

associations. They are motivated by a variety of reasons including need

for recognition, government tax purposes, personal fulfillment, etc.

Secondary Target

People who do not have an understanding of the value of long term

donation options. These individuals are very similar to the primary target,

however, come from “new money” and have not had the opportunity to

learn long term giving benefits.

Tertiary Target

These are individuals that do not know they can be philanthropists but

have the desire to give back to the community: people that if nurtured in

from an initial stage of philanthropy that can become big gift donors.

Communication Strategy

Objectives

Communicate and educate Kingston and area the value of the

Community Foundation in simple terms. Demonstrate the community how

the CFKA works, and how/where the money goes.

Simplify communication to help general public understand what the C.F.

does.

Explain the sustainability aspect of the foundation. (Sustainable x crisis

mode)

Portrait that the C.F. is here to help better the community trough the help

and support of the own community

Create a stronger bond with the community.

o Create engagement activities and provide ideas to better

develop relationship management with the desired

Community Foundation Campaign:

Alternative Description

Hot-site

or

YouTube

Channel

The Community Foundation needs a website or online communication

channel that is friendlier to its public. The current website use words as

‘endowments’ to explain what it does.

This website would be simplified to the max. The main focus would be

videos that would break down each strength and service of the

foundation. As well as explain the concept of Philanthropy and how easy

it is to become one.

The videos style would be as follows:

The first stage of the website will be a series of episodes that would be

engaging, humorous and would explain in a easy to understand

language all the benefits of CFK.

The video goal is to be informative, not advertorial, but engaging and in a

tone that people from all ages could identify.

The ultimate goal is to provide enough value that every Philanthropy

institution across Canada and would want to have those videos in their

website.

The second stage would be to produce testimonial videos of people that

were helped by the community; and help the community trough the

Community Foundation. The community or a community foundation team

could produce these videos.

Character To create continuity, and resilience with our audience, the creation of a

character is crucial.

We need a person that will inspire and create followership.

Testimonials Testimonials are a great tool to encourage people to act. The fact that

several different individuals in the community are using the Community

Foundation will help others to perceive as a good thing to do.

E-mail E-mail campaign is best way to start to promote it. Using the already

existing database.

Blogging

(forum)

For a last longing impact and gradual awareness growth the community

foundation should start blogging. Creating value to the Community, not

just financially, should be a priority.

Radio

Due to Kingston demographic and lifestyle Radio would be a great tool to

help launch the campaign and remind the community about the

Foundation

Newspaper To a more specific target, the newspaper should be used to promote the

message, and the value that the C.F. provides to the community. This

media should be used to create awareness among business professionals

and small/big donors

Not for

profit

training

This is pure strategy. The Community Foundation should use the teaching

material (videos) as a training tool to every Not-for-profit and charity in

Kingston and surrounding areas. Charities and NFP should be the number

one allies and enthusiasts of the foundation.

Print Print collateral should be a support for the web campaign. Material with

simple language and brand identity with the videos should be developed

to help the C.F. team to spread the word within their network.

Theme:

To greatly create and impact and resilience with the audience the

campaign needs a theme. A branded theme that has potential to

expand through out many initiatives that CFKA needs.

Idea:

In order to fully engage the community, A leader is needed to

demonstrate what a philanthropist does and how they are impacting the

community in a positive way. He/she will empower people to become

their own leader and contribute to a better community.

This leader will be portrayed as a hero in the community, “saving” the

community from poverty, illness, homelessness and more. Part of this

hero’s mission is to empower the community to stand together against the

“evil that plagues our city taking opportunity from our people.” The hero

can’t save the community on his/her own, he needs “your help to fight

the darkness.” This hero will show us how together we can help our

community with him/her showing us the way.

Social Media Strategy

Goal

With this campaign we want to create 60 new accounts in the first 3

months of campaign. Along with a database of contacts that should

grow and be segmented.

Channels

The most logical way to start the Social Media campaign is to use the

existing e-mail database.

Due to the nature of the message we can use/ask institutions to spread

the word for us on their Twitter and Facebook pages. One example is the

city of Kingston’s twitter which has over 1601 followers.

The approach to Charities and Not-for-profits should be considered as

well. Every foundation in town should have a link-back or embedded

video on their web page.

Listening Tools

The ‘hot-site’ should have a commenting area underneath the videos as

well as a FAQ page where people could ask questions and have them

answered and followed up.

Google Alerts, twitter searches will be in place to warn the Community

Foundation of any mention, question or concerns that is being generated

by the online community. This is where the gold is; if someone express and

idea/opinion and the Community Foundation replies it, a relationship is

started and the true value of Social Media will be seen by the foundation.

Facebook Page and Twitter Presence?

Those are the hottest tools for online marketing right now. This does not

mean that the C.F. should be using it. The fact that a Facebook does not

send people to the website is a downside. Facebook should be used to

host conversations, reminders and link shares. Twitter should be used as a

listening tool and video share. @CFKA should be created to have a

presence online.

Blogging

Find the blog community that would be willing to talk about C.F. because

of their public. Guest blog at a few pertinent places, and see if we can

spread the word in blogs that make sense and they relate.

Email Marketing

There’s no bother doing social media marketing if you don’t work towards

building an email list and using it to market. Informational marketing and

relationship-minded marketing works exceptionally well in email. Be brief,

be simple, make a very simple ask after giving something of value first.

Measurement

There are 2 areas of measurement:

-Awareness: We can count the success of the initiative by video views,

share, website accesses, mentions on facebook, twitter and in other blogs

-Leads/customers - The actual number of new e-mails, conversations,

leads and customers generated by this campaign.

The Social Element

The community foundation will be providing valuable content and

creating connections in the community while being active online and

answering questions, addressing concerns, engaging and acting

accordingly with their vision: A vibrant creative community where

everyone has the opportunity to take part in building a caring, healthy

and culturally rich community.

The social element of all this is that we’ll be there every step of the way.

You’ll know who brought the entire campaign about. You’ll know who did

what on it. You’ll be able to talk to people at my company, and talk to

users of the product. We’ll answer people via the social web, and we’ll

handle any issues or requests via the social web as well. Why? Because

that’s part of what we consider human business. Do you have to do it this

way? No, not necessarily. But it’s a nice one to have.