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Daniel Bernard Kirsten Miller Amanda Signorelli Jason Yakabu

Arch Consulting. Expanding the Mission: More than Dollars and Cents. Daniel Bernard Kirsten Miller Amanda Signorelli Jason Yakabu. Agenda. Problem Recommendations Donations Advertising Grants Financial Results Implementation. Goals and Weaknesses. Weaknesses.

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Daniel Bernard Kirsten Miller Amanda Signorelli Jason Yakabu

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  1. Arch Consulting Expanding the Mission: More than Dollars and Cents Daniel Bernard Kirsten Miller Amanda Signorelli Jason Yakabu

  2. Agenda • Problem • Recommendations • Donations • Advertising • Grants • Financial Results • Implementation

  3. Goals and Weaknesses Weaknesses Low individual donor participation (1%) Mission is limited due to revenue constraints Source: 180 donors / 16,000 readers Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation

  4. Revenue: Money on the Table Vendor Donor Donor Donor Donor Donor $$$ ¢ $$$ • Necessity to monetize relationships with donors • Increased funds leads to enhanced mission fulfillment Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation

  5. Mission: Limited Scope • Breadth • Depth • Aid more homeless individuals • Educate the masses • Supply wider range of services • Provide more meaningful engagement Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation

  6. Street Paper Comparison Source: Papers’ Annual Reports Problem Recommendations Financial Results Implementation

  7. Growing Interest Increasing Revenue Furthering the Mission • How do we get more people engaged in the issues? • How do we get more people reading the publication? Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation Problem Recommendations Financial Results Implementation

  8. Recommendations Total Benefit HUGE Potential $11,346 $49,706 $38,360 Source: Total Benefit calculated by Arch Consulting; see appendices Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation

  9. Veteran Focus: Expand Involvement Source: Continuum of Care Point-in-Time Counts, 2010 (2010 Annual Homelessness Assessment Report to Congress) Agenda AgendaAgendaAgendaAgenda Problem Recommendations Financial Results Implementation

  10. Increase Website Effectiveness Current Website • Static vendor presence • No way to donate to vendor • No vendor-created content Proposed Website Vendor Portfolio -Writings -Blog -Resume -Donations Source: Street Sense website Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation Problem Recommendations Financial Results Implementation

  11. Increase Website Traffic Visit My Portfolio @ www.streetsense.org/philliphoward Vendor Stickers Vendor Portfolio Increase traffic to vendor portfolios • Vendor incentive to promote website • Reader-submitted pieces about homeless issues • Online voting • Winner featured in Street Sense Donor newsletter Writing Contest Writing contest Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation Problem Recommendations Financial Results Implementation

  12. Formalize Corporate Matching On average, 10% of nonprofit gifting is corporate match eligible • Website provides no way to solicit corporate matches Website Modification • Donors include employer information • Street Sense collects employer matches Hilltop Consulting Sources: “Maximizing Matching Gifts.” Philanthropy Journal. Problem Recommendations Financial Results Implementation Problem Recommendations Financial Results Implementation

  13. Sustain Donor Engagement Donor Newsletter Collect donor demographic information • Content • Creative ways to donate time and money • Upcoming events • Policy issues and advocacy • Interviews Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation

  14. Donations: Forecasted Financial Impact Problem Recommendations Financial Results Implementation Problem Recommendations Financial Results Implementation

  15. Strengthen Advertising Revenue • New Merchants • Merchant Redemptions • Ad Interns • American companies • Veteran interests • Local businesses • Other aid centers • Free ad space in exchange for donation cards • For every redeemed donation card, an amount is donated to Street Sense • Interns contract merchants for advertisements • Commission based structure per ad sold • Redeem for • Donation to Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation Problem Recommendations Financial Results Implementation

  16. Advertising: Forecasted Financial Impact Advertising Profit Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation Problem Recommendations Financial Results Implementation

  17. Secure Grant Funding Government Corporate Giving GE Foundation • $2 million to Disabled American Veterans Wal-Mart Foundation • $10 million over 5 years to veteran programs Microsoft • $2 million future veteran giving Honeywell • $15,000 for homeless veterans in Minneapolis Homeless Veterans’ Reintegration Program • $100 million • Gift sizes range from $75,000 to $300,000 Source: NYTimes “Helping Veterans Find Civilian Jobs;” foundations’ websites Agenda AgendaAgendaAgendaAgenda Problem Recommendations Financial Results Implementation Problem Recommendations Financial Results Implementation

  18. Total Benefit to Street Sense Pessimistic Case $27,000 Base Case $50,000 Optimistic Case $85,000 Problem Recommendations Financial Results Implementation Problem Recommendations Financial Results Implementation

  19. Implementation Recruit Veteran Vendors Veteran Campaign Vendor Sponsorship Hire Ad Interns Seek New Merchants Redeem Donation Cards Website Corporate Matching Vendor Portfolio Donor Newsletter Literary Contests Special Events Apply for Grants Based on current staffing: 2 part-time, 2 full-time Problem Recommendations Financial Results Implementation Agenda Problem Agenda Agenda Agenda Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation

  20. Closing: Recommendations Total Benefit HUGE Potential $11,346 $49,706 $38,360 Source: Total Benefit calculated by Arch Consulting; see appendices Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation

  21. Appendix Financial Benefits • Conversion Rate Growth • Unique Visitor Growth • Merchant Redemption Cards • Additional Advertising • Corporate Matching • Newspaper Sales • Revenue/Profit Stream Ranges • Total Benefits to Firm • Income Statement Recommendations • Donations - overview • Advertising - overview • Grants - overview Demographics • Street Paper Circulation Trends • Increase in Veteran Homelessness • Discrimination Against the Homeless Recommendation Support • Potential Merchants for Advertising • Events Calendar

  22. Total Revenue/Profit Stream Ranges Appendix

  23. US average increased 36%(2011) • Nashville and L.A. have quadrupled their sales • Europe average increased 6.4% • Asia average increased 48% Street Paper Circulation Trends Source: NPR, Megaphone magazine Appendix

  24. Potential Merchants for Advertising Appendix

  25. Increase in Veteran Homelessness • 8.9% of homeless population in DC are veterans • Estimated 1,200 in DC in 2011 • Nationwide: 1 in 4 homeless are veterans • Predicted to increase over time with Iraq and Afghanistan veterans Source: Continuum of Care Point-in-Time Counts, 2010 (2010 Annual Homelessness Assessment Report to Congress) Appendix

  26. Discrimination Against the Homeless • 1,184 acts of violence against the homeless (1999-2010) • 312 deaths • Laws: • 28% prohibit “camping” in particular public places in the city • 16% had citywide prohibitions on “camping” • 27% prohibit sitting/lying in certain public places. • 39% prohibit loitering in particular public areas • 16% prohibit loitering citywide • 43% prohibit begging in particular public places • 21% have city-wide prohibitions on begging • 45% prohibit aggressive panhandling Source: National Coalition for the Homeless “Hate Crimes Against the Homeless”, “A Dream Denied: The Criminalization of Homelessness in U.S. Cities” Appendix

  27. Events Calendar Appendix

  28. Incremental Revenue from Higher Conversion Rate of Online Visitors Appendix

  29. Incremental Revenue of Additional Monthly Visitors Appendix

  30. Incremental Profit from Merchant Redemption Cards Appendix

  31. Incremental Profit from Additional Advertising Source: Ad rates are from “Street Sense Ad Brochure 2011” Appendix

  32. Incremental Revenue from Corporate Matching Source: Philanthropy Journal Appendix

  33. Incremental Revenue from Higher Paper Sales Appendix

  34. Veterans: Incremental Increase in Readership Assumption: For every veteran commuting, there is one additional person interested in veteran issues, and for each person living in the city there are an additional three people that are interested Appendix

  35. Recommendations • Increase Individual Donations • Website enhancements • Vendor stickers • Literary contests • Corporate gift matching • Donor newsletter $38,360 Source: Donations calculated by Arch Consulting; see appendices Appendix Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation Problem Recommendations Financial Results Implementation

  36. Increase Donations, Further the Mission Vendor Portfolio Vendor Stickers -Resume -Donations -Writings -Blog Increase traffic to vendor portfolios Donor Newsletter Writing Contest Increase donor engagement and demographic information Increase reader engagement Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation Problem Recommendations Financial Results Implementation Appendix

  37. Recommendations • Increase Advertising • Intern advertising team • New merchant focus • Merchant redemption model $11,346 Source: Advertising calculated by Arch Consulting; see appendices Appendix Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation Problem Recommendations Financial Results Implementation Appendix

  38. Recommendations • Increase Grant Funding • Corporate “cause” grants • Government grants Potential Source: Grants examples included in appendices Appendix Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation Problem Recommendations Financial Results Implementation

  39. Income Statement Potential Appendix Agenda Problem Agenda Agenda Agenda Problem Recommendations Financial Results Implementation Problem Recommendations Financial Results Implementation

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