1 / 31

« Nature in Our Backyard Project  »

« Nature in Our Backyard Project  ». Click Here to Learn More About our Project!. Background. Opened in 1971, the Associated Student’s SDSU Children’s Center provides a full day education program for 258 children from 6 months to 5 years of age.

lyle
Download Presentation

« Nature in Our Backyard Project  »

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. « Nature in Our Backyard Project » Click Here to Learn More About our Project!

  2. Background Opened in 1971, the Associated Student’s SDSU Children’s Center provides a full day education program for 258 children from 6 months to 5 years of age. Most of the children enrolled are children of SDSU students and families from nearby communities. The good news fromis that giving is on the upswing growing 3.8% from 2009 to 2010. The bad news is that it hasn’t increased enough to offset the dip in giving in 2008 & 2009. In other words, the nearly $291 billion donated last year, was still more than 6% below the 2007 record.


  3. Objective To raise funds to build a natural park in the Children’s Center Backyard. The need for nature: “This project will restore the presence of the natural world into the everyday experience of children who attend childcare in a large urban environment. Researchers suggest these children are most at risk for “nature-deficit disorder” because of the long hours spent daily in a childcare facility.” Project done in three phases Memory Park East Side West Side Estimated total cost : $767,000

  4. Internal Analysis • Weakness • No excess money in Childcare budget able to fund project • All funds must be donations/fundraised • Parents unaware of “Nature in Backyard” project

  5. Internal Analysis • Strengths • Self-sustaining business • State of the art facility • Fulfills need for Parents • Educational research center to benefit childcare industry

  6. External Analysis • Economic • Philanthropic donations are at all time low • Future University student enrollment/staff decreasing • The good news fromis that giving is on the upswing growing 3.8% from 2009 to 2010. The bad news is that it hasn’t increased enough to offset the dip in giving in 2008 & 2009. In other words, the nearly $291 billion donated last year, was still more than 6% below the 2007 record.


  7. External Analysis • Natural Environment • People more inclined be “Green” • Companies are more environmentally aware/ conscious for public image

  8. External • Demographic • Continual decline in student’s child enrollment at Children’s Center, majority are faculty/community members’ children • Political/Legal • Boundary dispute between Children’s Center hillside and homeowners • Potential donors may be eligible for tax benefits

  9. Competitive Analysis Research has shown a link between unemployment and charitable giving. Competing against every non-profit charity. Foundations are starting to put money towards influencing public policy on issues that relate to their mission. More non-profits more Competition

  10. S.W.O.T

  11. Opportunity:

  12. Research Methodology Focus Group Where: Conducted at Children’s Center Who:Parents of currently enrolled student Objective: Seek effective ways and strategies to receive donations.

  13. Communication Objectives • Increase awareness of N.I.O.B. by 80% amongst current parents within the next 6 months • Encourage 30% of parents to contact resources for donations for N.I.O.B. project within next 12 months • Create and grow database of Corporations with traditionally high philanthropic donations within 3 months • Ultimate goal of raising $750K

  14. Six Elements Target Consumer: • Parents • Parent’s network • Philanthropic Corporate Donations • Brand Name: • Nature in our Backyard Project • SDSU Children’s Center

  15. Six Elements Brand Personality: • Eco-friendly • Education (research) oriented • Healthy lifestyle • Friendly, supportive, safe environment • Caring • Product/Competitive Frame: • non-profit • green initiative • childcare industry

  16. Six Elements End Benefit: • Social, emotional, physical, intellectual • Research • Aesthetics • Eco-friendly • Safer play area • Rational Support: • Better physical appearance of the facility and environment • Children will have nicer play areas as well as an appreciation and understanding of outdoors • Supervision, educational foundation for kindergarten

  17. Positioning Statement • To support and grow children’s physical, social, intellectual, emotional and eco-conscious mindset, the “Nature in Our Backyard” Project will offer a safe, nurturing playground for children to play and explore nature in the comfort of the SDSU’s Children’s Center.

  18. Promotional Tactics • Print Media • Online • Event Marketing • Direct Marketing • Partnership/Networking

  19. Collateral • Letters to Potential Donors • Letters to Parents • Surveys • Informational Packets

  20. Online • Links to project from SDSU Page • Microsite for NIOB Project • Landing Page for Donors • Landing Page for Parents • Add Banner on homepage to link to NIOB • E-Newsletter

  21. Event • Open House • Invite parents, their network, corporations to informational meeting about NIOB • See Children’s Center • Meet the staff • A is for Art Fundraiser • Refocus benefit and proceeds to strictly go to NIOB

  22. Direct • Corporate Database • Collect corporate contacts headquartered in San Diego who would be more inclined to donate • Focus on industries that have some relation to our project • Communicate to corporations potential tax incentive & positive PR

  23. Corporate Database • , Nissan, ProFlowers, WD-40 Company • Envision Solar, Maxwell Technologies, Sempra Energy, San Diego Gas & Electric, Solar Turbines, Sony Electronics Inc. • Chicken of the Sea, Henry's Farmers Markets, Karl Strauss Brewing, • Kashi, Jack in the Box, Nana's Cookie Company, Rubio's Fresh Mexican Grill, Souplantation • The San Diego Union-Tribune, San Diego Jewish Journal, PETCO, Nokia, Qualcomm, Bridgepoint Education • Callaway Golf, K2 Sports, TaylorMade Golf, LG Electronic, Johnson & Johnson Pharm, Jenny Craig, Inc • Hot Dog on a Stick, Stone Brewing

  24. Partnership/Networking • Partner with a club on Campus • E3, Green Love, Greenfest, • Internships: plan/execute fundraisers, implement IMC plan

  25. Measuring Effectiveness • Ultimate Measure: Money Raised • Check every month • Update bulletin board thermometer accordingly • Revenue raised for A is for Art compared to last year • Goal to raise $750,000

  26. Measuring Effectiveness • Lead Generation • Number of Respondents from Letters to Corporations/Parents/Parent’s Network

  27. Measuring Effectiveness • Attendance at Open House/BBQ • Attendance at A is for Art • Number of attendees compared to number invited

  28. Measuring Effectiveness • Non-Monetary Donations • Materials for building park • Donated time/labor

  29. Measuring Effectiveness • Website Traffic • Number of visitors to Microsite of NIOB Project • Amount of clicks

More Related