Fall 2015 – Service Corps

Kate Shifman

DONOR OUTREACH:Donor-Client relationship building strategy

What do the 144 U.S. non-profits who have reached $50 million in annual revenue have in common?

They raised the bulk of their money from a single type of funder and created professional organizations that were tailored to the needs of their primary funding sources.*

*Source: Stanford Social Innovation Review

DONOR OUTREACH:Donor-Client relationship building strategy

Given Chhaya’s hyper local nature and niche focus, our recommendation is to adjust this winning formula to the organization’s DNA.

Chhaya can maximize the most closely aligned category of donors by implementing the following tactics:

• Engage relevant professional South Asian communities throughout New York City

• Identify unique points of connection between the members of each professional group and the Chhaya community

• Foster a bond and develop a mutual care factor between clients and donors• Provide the environment and community of mutual support among

stakeholders• Create exclusive opportunities to encourage membership and event

attendance

DONOR OUTREACH:Donor outreach strategy

The goal of this approach is creating a framework for continuous support by establishing a relationship between clients and donors.

➢ Make donation process natural and seamless for Chhaya and empowering for donors by getting donors involved in Chhaya’s community

➢ Position the organization as THE hub fostering a deeper understanding of the people of South Asia

DONOR OUTREACH:Social Media Strategy: MeetupMeetup.com is an online social networking portal that facilitates offline group meetings around various interests in various localities around the world. Meetup was founded in 2002 and is currently used by 22.8 million members in 180 countries and 210,240 groups.

Donor engagement – Skill Share• Pair 2-3 donors with 2-3 recently arrived clients• Organize events facilitating a skills exchange. Ex: English or computer skills in exchange for language

help (Hindi, etc) cooking, literature, crafts, etc.• Once donor groups are engaged with community this way, they will be more invested to donate.

Donor engagement – Cooking Workshops• Organize cooking workshops for donors to learn old country secrets from the more recently arrived

clients• Donors pay to participate

o Reduced workshops fees can be an incentive for membership• Film the workshops and push out via social to attract more donors and raise awareness

Donor engagement – Bollywood• Leverage the powerful pop culture connection to engage members of the relevant Meetup and local

community • Organize event on either the birthday of a prominent star or anniversary of an iconic film release.

Costume contest, Instagram selfie contest.• Instagram publishing is for donors, publishing event on Facebook is for the older demo.

RELEVANT MEET-UPS

Meetup name Meetup URL Members

New York City Indian Professionals Meetup http://www.meetup.com/New-York-City-Indian-Professionals/ 1,159

Indian Music And Art Meetup http://www.meetup.com/indianmusicartlovers/ 1,407

The NYC Indian Meetup http://www.meetup.com/NYCIndian/ 3,361

Indian Single Professionals Speed Dating & Singles Events

http://www.meetup.com/Indian-Single-Professionals-Speed-Dating-Singles-Events/ 1,694

NYC Bollywood Meetup Group http://www.meetup.com/BollywoodFriends/ 1,278

NYC Professionals http://www.meetup.com/NYC_Professionals/ 515

The New York South Asian Social Group http://www.meetup.com/New-York-South-Asians/ 1,662

DONOR OUTREACH:Social Media Strategy: LinkedIn

LinkedIn is a business-oriented social networking service. Founded in December 2002 and launched on May 5, 2003, it is mainly used for professional networking. As of October 2015, LinkedIn reports more than 400 million acquired users in more than 200 countries and 24 languages. The site is a prominent online business community bringing together professionals from all over the world who participate in its more than 1.2M active groups.

Unlike Meetup.com’s local focus, LinkedIn groups tend to operate on a more national or even international level. This presents a unique challenge to engaging this community with the localized message of Chayya as well as an opportunity for exposure to the world’s communities.

The platform can be leveraged to create the Chhaya Brand and become known for the great work you do within the non profit communities while also bringing this message to the relevant donor groups.

This is a way for Chhaya to start building its image as the non-profit of choice with a wider circle of stakeholders.

Apply the 5-3-2 rule adjusted for the professional nature of the platform:5 should be content from other sources that are relevant to your audience, otherwise known as curation.

3 should be content you've created, that's relevant to your audience, or creation.

2 should be content speaking to Chhaya’s accomplishments, activities, or even a fundraising message

Start by sharing articles and offering thoughtful and well informed commentary on South Asia related issues to position Chayya as an expert on the subject. Mix in Chayya updates and how they fit into the larger context.

Donor Outreach can be implemented following the same outline as slide 28 and adjusted for the wider geographical scope by focusing on thought leadership and connecting with New York based groups where available.

RELEVANT LinkedIn GROUPS

Group name Group URL Members

YOUNG INDIAN ENTREPRENEURS https://www.linkedin.com/groups/44512/profile 51,428

Indian Startups https://www.linkedin.com/groups/45466/profile 33,042

Indian CEO, CFO, CA, CS, CMA, CFA, Finance, Corporate & Legal Professionals https://www.linkedin.com/groups/2123973/profile 10,261

South Asian Bar Association of New York (SABANY) https://www.linkedin.com/groups/138080/profile 285

South Asian Association of Fund Raising Professionals https://www.linkedin.com/groups/4043308/profile 286

SAARPA ( South Asian American Real Estate Professional Association) https://www.linkedin.com/groups/2484520/profile 82

DONOR OUTREACH:Social Media Outreach plan

● Reach out to leaders of relevant social and professional groups and ask to come in to introduce the group to what Chhaya is doing

● Bring really great authentic food● Educate the group of the Chhaya mission and accomplishments● Invite to an event (ideas below can be applied to Meetup and LinkedIn groups as well)● Collect emails and encourage to connect on social● Implement a robust email marketing program in tandem with an organic social media strategy to

keep prospects and donors involved

Position Chhaya to prospective donors as “the” place to experience the real culture of the countries their families come from.

Stress authenticity and regional knowledge.Think Anthony Bourdain or Top Gear with a purpose.

Event ideas:● Screenings of contemporary independent films by South Asian directors (region or US based)● Cooking workshops teaching little known traditional dishes and techniques● Travel check - people who recently came from the region give real world tips to donors wishing to

visit the region

AUDIENCE INSIGHTS

DONOR OUTREACH:Communication Strategy – a data driven approach

Fans· Of all female page fans, 45% are between ages of 25-34, followed by 35-44 – 30%· Of the male fans of the page, 40% are between the ages of 35-44, followed by equally divided 45-54 and 25-34 year olds, both at 20%· The two largest demo segments are then females 25-34 and males 35-44· This group is not only on the more mature side but significantly better educated than the average Facebook page user. 40% of page fans have graduate degrees, which is 300% more than the Facebook average.

DONOR OUTREACH:Communication Strategy – a data driven approach

Fans· The fans are also very active on the page – they like 31 posts on average vs the Facebook average of 8 within the timeframe examined. And men are more active than average – 42% of male Chayya fans have commented on, liked, or shared your posts vs FB average of 33%

Facebook Post Insights

PostsWhen examining the posts that have garnered the most engagement, there are very clear trends: 1. People engage with photos posted after an event, with media views being the main engagement type.2. Fans crave informative content that provides a real life insight or benefits and are eager engage with this content.

Examples of this are a link post with the tour of NYC’s first micro-unit building which reached 1,154 people – 65% of all Chhaya fan base on 11/2 and Bengali students who are in need of teachers who speak their language reaching 52% - 931 people.Given the organic reach of an average Brand Facebook page is 5%, it becomes clear just how highly engaged Chayya’s audiences are.

MediaWe recommend focusing on video and image-forward posts and articles that also link to useful or thought-provoking content to maximize reach and engagement

Facebook Post Insights

Facebook Post Insights

DONOR OUTREACH:Social Media strategy - Facebook

● Become a trusted source of information on events both back home and in New York

● Feed the already engaged fan base the content they are already engaging with

● Tailor your content to the educated, slightly older demographic of the core fan base

● Utilize media and link to trusted news and knowledge sources● Diversify content by starting discussions on popular society topics such as

Bollywood and cooking● Share recipes and tips for upcoming holidays

Thank you!