1. The Rudden Family Foundation
Team 2:
Andrea Sparagana, Myesha Butler, Riley Pearson

2. Background Founder - Joe Rudden
Established in 2012 as a 501-c3 charity providing:
Short-term financial support for education, transportation, healthcare or housing issues
Means to acquire a reliable car if the family is applicable
Household furnishings AS

3. 3 Programs Offered Micro-Financial – “Precision Assistance”
Gift x Gift
Transportation – “Wheels for Change”
Home Furnishings – “The Essentials” AS

4. Objectives New financial donors New Target Markets
Rebranding Alternatives
Other Business Improvements MB

5. Situational Analysis

6. Strengths and Weaknesses
Solid, marketable history
Letters
Areas served
Website
Size and resources
Social media presence
Location/Availability of services
Goal: franchisable (a package that can be dropped in any location) MB

7. Opportunities and Threats
Size allows growth; expansion
Partnerships and internships
Location
Other organizations
Targeted groups
For threats, what would prevent the targeted groups from going someone else? What will keep organizations/partnerships or the target market from leaving? The recommendations that we will give will prevent them from leaving because TRFF will become a necessary niche. MB

8. New Financial Donors Objective #1

9. Getting New Financial Donors
Donate now button
Website
Facebook Page
Collect addresses from those who donate AS

10. Emails for Current / Past Donors
Reminder s
Every three months
Invitations
Effective way of keeping in touch
Prolong donations for additional years AS

11. Attention to the Cause The Foundation needs money as well as exposure
Awareness of the services offered is minimal
Create events to invite new participants
Gains exposure to new individuals
Opportunity to market the foundation and its services
Solicit donations to add to paying overhead and other costs RP

12. Kauffman’s Barbeque Chicken
Kauffman’s offers fundraising for different causes and institutions
Churches, Schools, Hospitals
Selling chicken dinners for nominal fees
Raises donations
Opens dialogue
SHOWS THE PUBLIC WE’RE THERE RP

13. Kauffman’s (Continued)
Opportunity to Invite the Families
Reconnect with those you’ve helped
Feed a family
Sharing Information
Pamphlets
Brochures
Business Cards
Collecting s and donations
Collecting donations and s RP

14. Kauffman’s GuidelinesRP

15. Car Bash “Bashing Poverty” Have TRFF sponsor a Car Bash
Walmart
Hotels (with proper permission)
Opportunity to build relationships
Suppliers of junk cars (scrap yards, towing companies, insurance companies)
Getting donations, s and tying it towards social media exposure RP

16. Likely Suppliers Towing Dave’s Junk Removal, Laurel Street Recyclers
Bresslers Towing Co., Allegheny Towing & Salvage Co., Weavers Towing Co.
Salvage and Scrap Yards
Dave’s Junk Removal, Laurel Street Recyclers RP

17. Various Target Markets Objective #2

18. Who? Large Institutions “Moms and Dads”
Hotels, Universities, Thrift Stores
“Moms and Dads”
Gift x Gift program
Places / people to donate vehicles
Existing partnerships
Specific Items Looking to Receive: Cars, “the essentials”, & money AS

19. The Challenge Large donor base: families and individuals
Difficult to manage
Large volumes AS

20. Email Marketing Large institutions Hotels Universities Thrift Stores
Personal selling
Managers of these institutions (name, phone number, ) AS

21. Social Media Increases Click Through Rates!
s that have social sharing buttons increase click through rates by 158%
Social Media and marketing work hand-in-hand to increase exposure
Source:
source AS

22. The Metrics
The average open rate for non-profit marketing is 24.98%
The average click rate for non-profit marketing is 2.76%
If TRFF receives 1-3 donations every 6 months from its marketing campaigns, it would be considered a good return from the beginning.
Source: AS

23. Potential Hotel Donors
Stirling Guest Hotel Hampton Inn
FairField Inn and Suites by Marriot Crowne Plaza
Courtyard Suites by Marriot DoubleTree by Hilton
Homewood Suites by Hilton Quality Inn & Suites Outlet Village
Holiday Inn Express & Suites Best Western Plus Reading Inn
The Inn at Reading Candlewood Suites Reading
The 12 hotels were selected on a 4-5 star rating to ensure the quality of the furniture and other items being donated to The Rudden Family Foundation AS

24. Hotel Contact List AS

25. Sample Email to Hotel / Universities
Listing the resources / programs your organization offers is a good idea too! AS

26. Potential On-Campus Housing Universities in Berks
Penn State Berks
Kutztown University
Albright College
Alvernia University
On Campus Housing located in Berks County AS

27. University Contact ListAS

28. Other University Options
Universities from a 30 mile radius outside Berks County:
Cedar Crest College Millersville University
Ursinus College Cabrini College
Franklin & Marshall College
Immaculata University AS

29. Universities 30 Miles from Berks County Contact ListAS

30. Thrift Stores In Berks County
Goodwill Hope Outlet
Bk Trading Post Lucky Finds
Necessities New & Used Furniture
Liberty Thrift & Home Furnishings AS

31. Thrift Stores in Berks County Contact ListAS

32. Moms and Dads of Facebook
Promote Gift x Gift program on Facebook during holiday seasons
Thanksgiving, Christmas, Easter
Boost Button
Reach a specific target audience (Mom & Dads - wealthy families)
Could be used for other promotions as well AS

33. Boost Button Boosted posts appear higher in the news feed
Better chance of your audience seeing them AS

34. Quick Tutorial AS

35. AS

36. AS

37. New Donations For Cars Wheels For Change
Needs a new target market for possible donors
Application to CarEasy.org RP

38. CarEasy.org Partners with non-profits to give cars or sell for revenue
Easy Application
Gain Traction and introduces new potential donors RP

39. CarEasy.org Application
Show listings, the non-profit GETS THE CAR, the donor gets the full appraisal value. HOW DO YOU PUSH THIS DURING TAX SEASON, SOCIAL MEDIA? DURING FUNDRAISER EVENTS? RP

40. Finding TRFFI RP

41. Partnerships Over 30 community partnerships Identify those in need MB
Talk about partners; utilize marketing literature to continue business
Community based charities to discreetly identify recipients who adhere to the supporting charities guidelines and are committed to self-improvement. MB

42. Partnerships Brochures, posters, business cards
Distribute to offices and events
Reminders
Keep in touch
Notifications
Every month, every event MB

43. Rebranding Alternatives Objective #3

44. Vision
Seeking to eliminate homelessness, one person at a time, across America. MB

45. Gift x Gift Program Rebrand
Micro-financial (Gift By Gift)
A donation of $250 to a family, receive a handwritten letter
The gift for someone who has everything
The option of creating a dialogue?
New Name Possibilities:
Our Recommendation:
Letter for Better
Stimulus Gift (or Package)
Game Changer
Letter for Better
Letter Connection
Thank-you Mail
Organize (List brainstorm ideas: top to bottom) - Try to frame the impact of the letter (how would I feel opening a letter and reading that?) RP

46. Wheels For Change Program Rebrand
Donation of running cars
New Name Possibilities:
Up & Running
A New Drive
The Turnover
Back Behind the Wheel
Our Recommendation:
Up & Running
Touch on The Essentials in another slide (explain why it should or should not be rebranded) RP

47. The Essentials Program Rebrand
Donations of furniture to help furnish new households for the poor
Rebranding not necessary
Strong Inventory
The Name
The Cause RP

48. Other Business Improvements Objective #4

49. Google Nonprofits

50. Benefits of Google Nonprofits
G Suite
Google Ad Grants
YouTube Nonprofit Program
Google One Today
Google Earth Outreach
G Suite-free version, cloud-based productivity suite w/ gmail, docs, calendar, etc.
Google Ad Grants is free AdWords search on Google Search results through keyword targeting.
YouTube Nonprofit Program provides free exclusive resources, features and programs designed to maximize your organization’s impact on YouTube.
Google One Today is a free fundraising app where all the money raised goes directly to you and your cause.
Google Earth Outreach allows organization to develop custom maps, contextualize your story and share 360 images through freely available mapping tools. MB

51. Google Ad Grants Online advertising grant of $10k/month Few guidelines
Recruit volunteers, increase donations
Up to 40k for GrantsPro
AdWords or AdWords Express
Few guidelines
Easy to manage: all text based
Only on Google search results
Daily limit-$329
CPC limit-$2
Google Ad Grants allows nonprofits to extend their messages to global audience to make a greater impact on the world.
Express saves time by automatically managing where and when your ads appear. Just have to pick the audience, write three lines of text of TRFFI and set daily budget. It allows the organization to focus on running the organization. Regular AdWords allows for more control. Can create, target, and optimize campaigns.
STRESS: 10/k advertising grant, strictly for Google AdWords MB

52. Application Process MB

53. Application Process MB
Source: MB

54. Keywords Local donations Reading, PA What to do with old furniture?
Furniture donations Reading, PA
Car donations Reading, PA
Local donations for nonprofits
Car donations for charity
Top nonprofits in reading pa MB

55. Text Ad Example for Wheels For ChangeMB

56. Text Ad Example For The EssentialsMB

57. Walmart

58. Walmart Foundation Grants
$71 M given internationally
National, State, community
National- $250k+
Help replicate programs nationally
State- $25k-200k
Community- $250-$2500
Source:
Note: very competitive but great opportunity to expand services and geographical areas served
State and community will help supplement company with donations and making improvements; the national program will help to franchise the organization. MB

59. Application Process Through Cybergrants 5 easy steps
Each application similar
Source:
The application process is very simple. If The Rudden Family Foundation were to apply to all three option, they would need to do one application for each one. They are similar, but have slightly different questions. MB

60. Step One: Verification
These steps are specifically for the national giving program.
Source: MB

61. Step 2: Focus
Source: MB

62. Step 3: Funding Purpose MB
Source: MB

63. Step 4: Scope
Source: MB

64. Step 5: Letter of Inquiry
This step includes making a profile and writing a letter of inquiry.
Source: MB

65. Facebook

66. Facebook Recommendations
Post consistently - frequency / timing
Scheduled / Planned postings
2-3 times per week
Tag Large Institutions (hotels, colleges, thrift stores)
Encourage donors to write reviews about the company (8 reviews)
Communicate & engage with current donors / supporters
Engaging cover photo & profile picture
Goal: likes per post and 10 shares per post AS

67. Facebook Content 7/20/10 Rule Plenty of Pictures & Videos!
70% - Value Content
Interesting, informative,inspiring, entertaining (Value to Community)
20% - Shared Content
Sharing Ideas, and others Facebook Posts
10% - Promotional
Promote services, events, blog, donor drives
Plenty of Pictures & Videos!
20% more engagement than thumb note links AS

68. What Others are Doing AS

69. Questions?