urban justice center_marketing toolkit

Peter Cicchino Youth ProjectYour Guide to Communicating the Brand

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How you can use this guide

LEARN BEST PRACTICES FOR HOW TO ARTICULATE THE PCYP STORY

CONNECT WITH NEW AND EXISTING DONORS THROUGH THOUGHTFUL AND IMPACTFUL COMMUNICATIONS

DESIGN IMPACTFUL MARKETING IN LINE WITH YOUR BRAND AND VALUE PROPOSITION

ENABLE OTHERS TO ADVOCATE FOR YOUR ORGANIZATION

EVOLVE TO STAY AHEAD OF COMPETITORS


Contents

INTRODUCTION

Welcome to PCYP…………………….. 5

Who is the PCYPDonor?……………………7

Brand Elements………………… 8

COMMUNICATING THE BRAND

MessageHierarchy…………………… 10

PCYP Communication Pillars…………………………12

Voice & Vocabulary…………………. 13

Photography……………….. 14

MARKETING THE BRAND

ChannelStrategy………………… 16

MarketingPlan……….……………. 20

CreativeGuidelines……………… 21

ExampleAssets………………….. 22

ADVOCATING THE BRAND

Our OnePager………………… 28

Virtual Briefing Materials……….…… 29

APPENDIX

CompetitiveLandscape…………… 34


Introduction

SECTION 1.0


PCYP INTRODUCTION

Removing Barriers

POSITIONING

PCYP provides access to some of the most basic of human rights through civil legal services, advocacy, and community education.

PROMISE ATTITUDE

PCYP empowersLGBTQ homelessand street involved youth to live free, enriched lives.

It’s the feeling of hope for every client, and providing empowering solutions when it really matters.

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PCYP is an arm of the Urban Justice Center that removes legal barriers for roughly 500 homeless LGBTQ Youth annually‒namely immigration services, assistance with identity documentation and criminal justice services‒often servicing youth turned away from larger organizations due to lack of resources or expertise.

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PCYP provides access to some of the most basic of human rights through civil legal services, advocacy,

and community education.

Immigration Services

• In-language access• Direct representation• Early intervention• Case management

Criminal Justice Assistance

• Legal advice• Facilitated referrals• Court accompaniment• Letters of support• Advocacy for the incarcerated

Identity Documentation

• Legal name changes• Acquisition of gender-affirming ID docs

Homelessness/Shelters

• Runaway and Homeless Youth coalition advocacy

• Access to Safe Shelter and Transitional Living Programs

Access to Government-Issued Identification

• Birth certificates, non-drive ID cards, Passports Social Security cards

• Training on Transgender court litigation

Criminal Justice

• Advocacy, policy-work, and training on Conditions for LGBTQQ Youth in Juvenile Detention and Probation

• Technical support to defense attorneys

Foster Care

• For older adolescents• For Immigration relief• For children’s Service reform

Direct Youth Education

• Know Your Rights training by attorneys

Partner Organizations

• Expanding Know Your Rights and awareness of PCYP services at partner clinics and youth-serving agencies

• Special Immigrant Juvenile Status trainings for immigration providers

LGBTQQ Community

• LGBTQQ cultural competency training throughout other UJC projects

Legal Services Advocacy Education

Welcome to PCYP


Needs

Behaviors

Supporter Thoughtful Philanthropist Ad Hoc Giver

‘IgivebecauseIcareaboutthecause.’

‘Igivetomakeanimpact.’ ‘IgivebecauseI’masked.’

He is a young professionalwho wants to give back to the community, and be part of one that supports a relevant cause

He is a more tenured, financially established

member of the community. He is a friend or contemporary of

PCYP board or founding members

He is a passive supporter of PCYP, or friend of Peter,

involved in several community organizations

• He is an active supporter of PCYP, and donates when there is a need

• He attends PCYP events, and brings friends

• Aside from monetary donations, he has limited involvement with PCYP

• He wants donating to be easy, and likes options to choose how he donates (monetary, volunteering)

• He contributes heavily to PCYP • He is often a member of the

board, and guides the mission and vision of the organization

• He is active on boards of similar organizations

• He wants to know how his donation is used, and progress made with it

• He enjoys being involved in various community initiatives

• He learned about PCYP through a supporter or friend

• He could be converted to a supporter if given more education on how PCYP differentiates itself from similar organizations

Engagement with PCYP INTRODUCTION

Segment Profiles: A summary of who they are, their needs and behaviors.


PCYP Brand INTRODUCTION

EmotionalBenefit

FunctionalBenefit

ValueProp

PROOFPOINTS

Empowering

LGBTQhomeless

andstreetinvolved

youthtolivefreely.

Provideaccesstosomeofthemost

basicofhumanrightsthroughcivil

legalservices,advocacy,and

communityeducation.

Weseizemoments–whenitreallymatters– to

removelegalbarriersforoverlookedLGBTQyouth

andenrichlives,everyday.

CIVILLEGAL

SERVICESADVOCACY COMMUNITY

EDUCATION

ImmigrationServices

CriminalJusticeAssistance

IdentityDocumentation

ShelterPartnerships

CriminalJustice

FosterCare

YouthEducation

PartnerOrganizations

LGBTQCommunity

IN-LANGUAGEACCESSANDCASEMANAGEMENT

Each brand element speaks to the PCYP promise and is foundational to driving the right levels of engagement with the organization.

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Communication Elements

SECTION 2.0


Communicating to Donors COMMUNICATION ELEMENTS

When creating PCYP communications, the emphasis should be on the value that donating provides. Focus on the experience that contributing delivers and how that relates to the donor– not simply on the benefit itself.

All communications should be considered an extensionof the services PCYP provides. Donors want to feel that their contributionmakes a difference. Thus, the marketing must demonstrate need and shouldbe delivered in a way that is engaging for the prospect or current donor. Thiscomes across through a message hierarchy and three communication pillars for: Prospects, Current Donors and a General Audience.

When creating any PCYP communication, the messaging must be designed for at least one of the pillars. The purpose of the communication willdetermine which pillar(s) are appropriate.

The following charts show how the pillars are personally relevant those who currently do or may engage with PCYP and how they should be communicated with.


Message Hierarchy COMMUNICATION ELEMENTS

Project

Description

PCYPseizesmoments–whenitreallymatters– toremovelegalbarriersfor

overlookedLGBTQyouthandenrichlives,everyday.

Key

Marketing

Messages

The plight of LGBTQQ homeless and street-involved youth often goes unheard as the larger community strongly rallies for other LGBTQ issues (e.g. Marriage

equality).

LGBTQQ youth are often overlooked, discriminated against, or over-policed.

LGBTQQ youth are over-represented in foster care, criminal justice, and shelter systems.

Through personalized and confidential attention, it’s PCYP’s honor to provide civil legal services, custom solutions and advocacy, seizing opportunities to enrich

lives, every day, when it really matters.

PCYP depends solely on the support of individuals and corporate donors to continue to provide these services.

100% of your donation is used to cover basic necessities for our clients who we have at heart.

Donate today.

What is the context? Why should I care?

Why should I care about PCYP

CalltoAction

Your message hierarchy clearly articulates your value in a comprehensive manner which guides the individual to rationalize involvement with or donations to the organization.


PCYP Communication Pillars COMMUNICATION ELEMENTS

Prospect

Current Donor

GeneralAwareness

Young

Professionals

Tenured

Professionals

Allies &

Friends of

Peter

Providing When It Matters Most

We seize moments to serve the overlooked. Your contribution of any size goes directly to services—giving someone a chance. Donating is easy.

Learn More

A Community of Giving

Giving to PCYP makes you part of a community of like-minded peers who share an appreciation for LGBTQ youth.

Stay Involved

Removing Barriers

What needs others may overlook, we seize as opportunities to enrich people’s lives, every day, through the power of an expert and integrated team.

Learn More

Your Donations–Solutions

Your donations further our client solutions– removing obstacles through services, enabled by you.

Stay Involved

A Legacy To Continue

Our rich history of 20 years began with one. Be one more who helps us continue this progress.

Learn More

Providing Custom Services

Your dollar goes directly to client services—your dollar gives a chance when it matters most. Donating is easy and secure.

Learn More

A Legacy Your Helping Continue

We invite you to share in continuing the legacy of dedication that Peter started.

Stay Involved

Removing Barriers

We started with one, built a dream in an NYC apartment and now serve the overlooked—seizing opportunities to enrich lives.

Learn More

Removing Barriers

Like our founder believed, we seize opportunities to enrich lives of the overlooked, every day.

Learn More

‘IgivebecauseIcareaboutthecause’ ‘Igivetomakeanimpact’ ‘IgivebecauseI’masked’

In communications, always highlight benefits that match the behaviors of the audience identified.


Vocabulary COMMUNICATION ELEMENTS

TOO BASIC / OVERUSED TOO EXTREME PCYP

Innovative

Self-Sufficiency

Prevention

Helping the Future

Fall through the Cracks

Hard working

Using the right language is essential in communicating with current and future donors. Word choice should focus on clarity and convey a professional feel. Here are a few examples of right and wrong vocabulary for PCYP.

Victims

Battle

Broken

Shelter

Survival

Suicide

Personalized

Professional

Expertise

Center of Excellence

Barriers

Enable

Identity

Chances

Cycles

Advisory


PCYP Photography Guiding Principles MARKETING THE BRAND

TELLING THE STORY HUMANITY SECURITY

PROFESSIONALISM HOMELESS IMPLIED SHOW RESULT OF SERVICES

Images provide glimpses of events in the every day life of a PCYP client. Each detail communicates the complexities and challenges our youth face and reinforce the need for PCYP.

The human subject is not the focal point of the photograph, but his or her presence is felt, especially in places where you may find homeless youth.

Images provide glimpses of singular moments that speak to client successes-- every client is given a fair chance.

Avoid stereotypical photography and instead encourage the viewer to imagine something greater, outside of the boundaries of the frame.

Images match expertise in services provided--in civil legal services, advocacy, and institutional reform which enables access to basic human rights. Imagery reinforces confidentiality.

Images capture emotion and remain sensitive to client confidentiality. Create the illusion that each shot is not planned.


Marketing

SECTION 3.0


Channel Strategy MARKETING THE BRAND

26-Sep-16

Channels refer to the various ways that you communicate with those external to PCYP. Channels should be tailored to what is scalable for the organization, but should consider the preferences of the recipient. Emails, hand-written thank you’s, or in person events are all examples of channels.

When deploying PCYP marketing, the communication must be designed with the branding and messaging hierarchy in mind, consider the call to action (CTA) and channel preference of the recipient. The purpose and intent of the communicationWill help guide the appropriate channel strategy for your organization.

The following charts show how the channels are personally relevant they should be leveraged.


Marketing Vehicles

Channel Ideal for….

One-Off Emails

Trigger Emails

eNewsletters

Print / Hand Written

Thank You’s

• Confirming event attendance, or acceptance of a donation

• Following up or reminding individuals about donations

Thank You /

Confirmation Emails

• Following up or reminding prospects or donors about an event

• Providing updates to board members on specific topics• Providing general news relevant to the majority of

recipients

• Ad-Hoc communications to new audiences (corporate sponsors, others)

• Communicating asks or updates (donations, attendance) relative to a seasonal event (PRIDE, holiday season)

• Targeting a specific audience in a personalized way

• Speaking to a very specific audience (friends of Peter only) in a way relevant for everyone

• Showcasing quantitative progress (what we’ve done this quarter, our year in review, etc.)

• Showcasing qualitative progress (event recap)

• Sharing what’s new with the organization• Providing new opportunities for recipients to

stay involved

• Reiterating the organization’s mission, vision and key goals

• Driving recipients to your online portal

• Significant donors you aim to retain year over year

• Personalized messages

Search Engine

Optimization (SEO)

• Reiterating the organization’s mission, vision and key goals through natural search

• Driving organic traffic to your online portal

• Ensuring current donors can easily find your online portal

• Providing new opportunities for prospects to explore your organization


Search Engine Optimization (SEO)There are three fundamental pillars of SEO: Crawlability, Content, and Credibility

Clear,ConsistentURL+

Folderstructures

NoJavaScriptorFlash

ContentonPageandNot

Hidden

KeywordsinHTML

Relevant

Fresh

Unique

Crawlability Content Credibility

Tips

• Ensure search engines can crawl and read the website

• Remove technical site barriers, such as technologies hiding searchable content

• Ensure there is a good html to text ratio (~15%)

The Perfectly Optimized Page Priorities:

• Page Content• Title Tag• URL• Internal and External Links• Header Tags• Images and Alt Attributes• Meta Description

• Set up a clear internal linking structure

• Quality of external determine site authority

• Create link “attractors” on the site (ie Fresh content, Content with wide appeal, Newsworthy)

• Generate links through social media

• Utilize optimized links in press releases

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• Invitationsshouldremainpersonalizedandalwaysreinforceeventpurposeandbrand

values.Savehand-writtennotesorinvitationsforhighreturnprospectsorcurrent

donors,especiallyifyouanticipatefuturedisengagement.Pre Event

• Welcomeattendees,askfordonationsandprovidematerialssothateveryattendee

knowswhytheyareattendingandcanwalkawaywithanunderstandingofwhytheir

involvementmatters.Greeting

• Focusshouldremainbalancedamongnewandexisting,andnoattendeeshouldleave

withoutaninteractionwithaboardmember.Usethisasanopportunitytoeducate

everyattendeeontheorganization’svisionandgoals.Engagement

• Testimonialsarepreferred,notonlyfrommembersoftheorganization– butfrom

thosethatareconsistentdonors.Don’tlimitinvolvementtomoney.Thisisthebest

opportunityattheeventtodrivediverseengagement.CalltoAction

• Clearlycommunicatehowattendeescandonate(moneyinanenvelope,followup

email,onlinesite)andthatbothmoneyortimeofanyamountisanotherchanceto

serveaclient.Highlightwhyyou’redifferentfromotherorganizations.Closing

• Follow-upsshouldreinforceprogressagainstgoals,extendpersonalizedthanksand

alwaysincludeopportunityforfurtherdonationsandinvolvement.Post Event

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EventsThere are six key components that should be considered when planning an engaging event.


Email Marketing Recommendations

Communication Objective Call to ActionFrequency

Quarterly eNewsletter Provide board members with key updates, budgetupdates and plans in motion in a consistent manner Quarterly Stay Involved

Seasonal Trigger EmailsAsk current donors or prospects to donate at atime relevant to an LGBTQ or homeless related cause(PRIDE, Coming Out Day, etc.)

Ad-Hoc Donate Now

Event Invite Ask current donors and prospects to attend anupcoming event, providing context on the organization(mission, vision).

Bi-Annual RSVP Now /Donate Now

Event ConfirmationThank current donors or prospects forattending an event, sharing key successes likemoney raised, and number of attendees.

Ad-Hoc Stay Involved / Donate Now

One-Off EmailsCommunicate specific ask to a small audience (boardmembers). Ad-Hoc Varies

Tips

• Know the objective of the communication

• Link print or digital communications to website so that recipients can always learn more or donate

• Personalize communications with recipient first name where possible

• Maintain relevant, short subject lines on emails

• Maintain consistency in look and feel

• Know the audience, and avoid email chains with board members

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Email Marketing Plan MARKETING THE BRAND

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Q1 Q3Q2

TARGET JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Q4

Current Donor

Prospect

General Awareness

PrideMonth

Holidays/Homeless

AwarenessWeek

NationalComingOutDay

NationalDayofSilence

TriggerOneOff/

BroadscaleEmail

Q1eNewsletter

What’sCookin’

Q2eNewsletter

What’sCookin’

Q3eNewsletter

What’sCookin’

Q4eNewsletter

What’sCookin’

PostEvent

ThankYouEventInvite

PostEvent

ThankYouEventInvite

PostEvent

ThankYouEventInvite

PostEvent

ThankYouEventInvite

PostEvent

ThankYouEventInvite PostEventThankYouEventInvite

AtimetoCelebrate.

Atimetogetinvolved.

AtimetoCelebrate.

Atimetogive.

Atimeweallcelebrate.

Here’swhatwe’reup

to…

Alegacyyou’re

continuingthisholiday.

Howwehonorothers

thisholiday&how

youcanhelp.

Howyou’rehelping

makeadifference.

Howwehonor

othersthisholiday.

AtimetohonorLGBTQ.

Atimetostayinvolved.

InhonorofLGBTQ.


to.

InhonorofLGBTQ.


to.

Holidaysdon’tforget

theoverlooked

Holidaysdon’tforget

theoverlooked

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Creative Elements MARKETING THE BRAND

Dear Peter,

On behalf of the entire PCYP team, we would like to thank you for attending last night’s Fall Fundraising Event.

Together, the team raised $12,000, 20% above our goal. Your contributions are sincerely appreciated by the entire team working to remove barriers for LGBTQ homeless youth.

Sincerely,

Lee & the PCYP Team

How Your Donation is Used

100% of your donation goes to

client needs.

Providingwhenitmattersmost

Haven’t donated yet or interested in donating regularly? Our web center makes it easy for you to donate now and manage your donations.

Our clients’ litigation fees are waved because of you.


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GUIDELINES

Headline will give the donor or prospective donor a clear indication of the topic and create interest inknowing more.

All email communications should include the project’s most updated logo.

When possible, personalizing communicating through email subject lines or body copy is best to drive higher engagement with the communication.

The body of the email should reinforce the header. In this example, reinforcing the amount raised from an event and why the action the donor took was a great one is effective. In other cases, the value proposition and tailored message hierarchy can be leveraged based on the audience.

All communications should reinforce how PCYP donations are used. Uses can vary based on behaviors of the audience identified earlier. Highlight uses of funds you believe are most important to the audience.

Always have a call to action, whether encouraging the reader to donate now, or simply learn more.

Close all emails remaining personal, but on behalf of the team that makes PCYP possible.


Quarterly eNewsletter CREATIVE EXAMPLES

CHOOSING SECTIONS EXAMPLE SECTION 1:

UPCOMING OPPORTUNITIES FOR YOU

Share ways for recipients to get or stay involved

SUPPORTING SECTIONS

Sister organization events, happy hours, new benefits, or PCYP news and events.

CHOOSING CONTENT

EXAMPLE SECTION 2:

WHY I GIVE SPOTLIGHT

Spotlight an individual contributor’s story

SUPPORTING SECTIONS

Have donator craft story for why they give to PCYP and how they hope it helps

EXAMPLE SECTION 3:

WHAT’S COOKIN’

Share qualitative or quantitative progress against goals

SUPPORTING SECTIONS

Reinforce strategic goals of the organization, and progress made (donations, new corporate sponsors, total number of clients served year to date).

The focus should be on creating interest in a way that is personalized for the recipient and reflective of progress made by the organization.

The section may provide multiple calls to action and happenings to appeal to a larger audience.

Content should relate to the interests of the recipients. Assume interests based on target audiences (young professionals, tenured professionals, allies) and provide a mix of opportunities provided by PCYP or other related organizations.

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July2014Quarterly Newsletter

GreetingsfromthePCYPteam,andthanksagainforstayinginvolvedwiththe

organization.Thepastfewmonthshavebeenmonumentalinexpandingthe

numberofclientsthatweserve.Checkoutournotesbelowforhowyoucan

continuetostayinvolvedfortheupcomingmonths!

RSVPNow

You’reinvitedtojoinusforourSpring2014social.Comecelebrateoursuccessesasan

organization,minglewithlike-mindedpeersandlearnaboutsomeupcoming, exciting

opportunitiesofhowyoucanstayinvolvedintheorganization.

TuesdayMarch25th,12-1pm – TheCarltonHotel

Spring2014FundraisingEvent

UPCOMINGOPPORTUNITIESFORYOU

JoinOurPCYPTeamfortheAIDSWalk

ThePCYPteamandboardmembersinviteyoutojoinourteamfortheupcomingNYC

AidsWalk.DonationswillbenefittheXYCfund,andourgroupwillhitthestreets.

TuesdayMarch25th,12-1pm– 45th and8th

IRCHappyHourtoBenefitPCYPTheInterbankroundtablecommitteewillbehostingtheirmonthlyhappyhourinhonor

ofPCYP.Joinusandagroupoffinanceprofessionalsforanightoftoastingtothe

organization’scontinuedgrowthandsuccess.

TuesdayMarch25th,12-1pm– 45th and8th

LearnMore

RSVPNow

WHYIGIVESPOTLIGHT

Itmeansgivingthehomelessachance

Here,werecommendthatPCYPfeatureanindividualcontributortotheorganization.Thissectionallows

theindividualtointroducethemselves,andexplainwhytheycontributetoanorganization.Theycanshare

apersonalstory,oranumberofotherreasonswhytheychoosetodonatetoPCYP.Thisaddsvalueasyou

giveanopportunityforacontributortobeshowcasedandhonoredfortheirdonation,andithelpsreinforce

themissionoftheorganization.


Confirmation / Thank You Emails CREATIVE EXAMPLES

WRITING THE HEADLINE EXAMPLE 1:

HEADLINE

Thank you for keeping the legacy alive

SUPPORTING COPY

Our rich history began with one, but as you saw from the event, has expanded to a circle of advocates who help us continue this progress.

WRITING SUPPORTING COPY

EXAMPLE 2:

HEADLINE

Thank you for making an impact

SUPPORTING COPY

Your contribution gives a client a chance when it matters most, and here’s how your donation will be used.

EXAMPLE 3:

HEADLINE

Props and thanks to you

SUPPORTING COPY

We appreciate you as a part of our community of supporters, and encourage you to remain involved with us in the future.

The focus should be on creating interest and intrigue in a professional way, without being too lofty or verbose.

A PCYP headline will give the donor a clear indication of the topic and create interest inknowing more.

While the headline draws the donor in and creates interest, thesupporting copy’s focus should be on making a direct connection to why their engagement made a difference– in a clear and straightforward way.

PCYP supporting copy will let the donor know exactly what they contributed and the impact of it.

Dear Peter,

On behalf of the entire PCYP team, we would like to thank you for attending last night’s Fall Fundraising Event.

Together, the team raised $12,000, 20% above our goal. Your contributions are sincerely appreciated by the entire team working to remove barriers for LGBTQ homeless youth.

Sincerely,

Lee & the PCYP Team



client needs.

Weextendourthankstoyou




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Trigger Emails (Targeted Emails) CREATIVE EXAMPLES


HEADLINE

This month, we celebrate PRIDE.Every day, we serve the overlooked.

SUPPORTING COPY

Your contribution of any size goes directly to client services– giving someone a chance.


EXAMPLE 2:

HEADLINE

We invite you to join our communitythis PRIDE month

SUPPORTING COPY

We seize moments to serve the overlooked, and when you donate, you become part of our community of like-minded peers who share an appreciation for LGBTQ youth.

EXAMPLE 3:

HEADLINE

Make an impact on our youththis holiday season

SUPPORTING COPY

The holidays are a time when our LGBTQ, homeless youth need us most. Your donations further the help we can provide—removable obstacles through services, enabled by you.

The focus should be on creating interest and intrigue in a relevant way, without losing the connection to the brand and the ask.

A PCYP headline will give the prospect or current donor a clear indication of the topic and correlate with the message hierarchy.

While the headline draws the Cardmember in and creates interest, thesupporting copy’s focus should beconnected to the message hierarchy, and benefits and needs of the audience.

PCYP supporting copy will draw a connection between the ask and the reason for the communication (e.g. PRIDE, holiday season), reinforcing why now is a great time to give.

Dear Peter,

On behalf of the entire PCYP team, we wish you a happy PRIDE month. While we have a lot to celebrate this month, know that every day is a day that we remain dedicated to serving overlooked, LGBTQ youth.

To support our goal in serving more clients, your contribution of any size gives someone a chance, and donating is so easy.

Sincerely,

Lee & the PCYP Team



client needs.

Thismonth,wecelebratePRIDE.

Everyday,weservetheoverlooked.




DonateNow

DonateNow


One-Off Emails (Broadscale Emails) CREATIVE EXAMPLES


HEADLINE

A legacy to continue

SUPPORTING COPY

Be one more who helps an organization founded on a rich history continue its progress in enriching lives of the overlooked, every day.


EXAMPLE 2:

HEADLINE

A legacy your helping continue

SUPPORTING COPY

We invite you to share in continuing the legacy of dedication that Peter started.

EXAMPLE 3:

HEADLINE

We’re removing barriers, every daywith your help and generosity

SUPPORTING COPY

With your donation and support of any size, we seize opportunities to enrich the lives of the overlooked, every day.

The focus should be on creating interest and intrigue in an intelligent way, without being too lofty or verbose.

A PCYP headline will give a clear indication of how a donation helps– no matter how big or small.

While the headline draws the prospect or donor in and creates interest, the supporting copy’s focus should be on making a direct connection to why the prospect or donor should care (Peter, making an impact, the cause).

Supporting copy will let the reader know exactly how they can contribute today.

Dear John,

Each year, we thank those that understand our rich history of 20 years, which began with one. You are one of those that have shared in Peter’s vision and have helped continue his progress.

Like our founder believed, our team of legal specialists aim to enrich the lives of the overlooked, every day. We invite you to continue your support today with a donation of any size, so that we can continue to enable services for our clients.

Sincerely,

Lee & the PCYP Team



client needs.

Servingtheoverlooked.

Alegacyyou’rehelpingcontinue




LearnMore

DonateNow


Creating Advocacy

SECTION 4.0


Advocacy One Pager Template (Fact Sheet / Sharable Materials)

Removing Barriers

Our Mission

PCYP provides access to some of the most basic of human rights through civil legal services, advocacy, and community education.

What We Promise

PCYP empowersLGBTQ homelessand street involved youth to live free, enriched lives.

It’s the feeling of hope for every client, and providing empowering solutions when it really matters.

PCYP

Weseizemoments–

whenitreallymatters–

toremovelegalbarriers

foroverlookedLGBTQ

youthandenrichlives,

everyday.

How We Do It Contact

EMAIL US u [email protected]

123 William Street, 16th FloorNew York, NY 10038877-LGBTQ-LAW (877-542-8529)


Creating Advocacy

SECTION 4.0 Fornearlytwodecades,PCYPhasdevelopedareputationfor

excellenceamonglawyers,serviceproviders,and– most

importantly– theyoungpeopleweserve.Eachyear,weopenabout

200newcasesandserveapproximately400youngpeople.PCYPis

housedwithintheUrbanJusticeCenter,anon-profitlaw

collaborativethatservesasanumbrellaorganizationforanumber

ofinnovativeprojects,eachdesignedtomeettheneedsofa

particulargroupofmarginalizedNewYorkers.

AboutPCYP

WelcometoPCYP

BoardofDirectors

Programs&Services

Financials

Donors

ContactUs

Foundedin1994,PCYPisaninnovativelegalservicesprojectfocusingonthecivillegalneedsofthethousands

ofhomelessandstreet-involvedlesbian,gay,bisexual,transgender,queer,andquestioning(LGBTQQ)young

peopleinNewYorkCity.PCYPworkstointerruptthecyclesofpovertyandcriminalizationthatpreventLGBTQQ

youngpeoplefromlivingfulfillinglivesfreefromdiscrimination,abuse,andoppression.Wehavebuiltunique

expertiseinthecomplexlegalissuesfacingmarginalizedyoungpeopleatthecrossroadsofyouthandadult

systems.

Fornearlytwodecades,PCYPhasdevelopedareputationforexcellenceamonglawyers,serviceproviders,and–

mostimportantly– theyoungpeopleweserve.Eachyear,weopenabout200newcasesandserve

approximately400youngpeople.PCYPishousedwithintheUrbanJusticeCenter,anon-profitlawcollaborative

thatservesasanumbrellaorganizationforanumberofinnovativeprojects,eachdesignedtomeettheneedsof

aparticulargroupofmarginalizedNewYorkers.

Sincerely,

“AsPCYPentersitstwentiethyear,wehavenodoubt

thatthebestdaysareahead.”


Creating Advocacy

SECTION 4.0

AboutPCYP

OurBoard

BoardofDirectors

Programs&Services

Financials

Donors

ContactUs

OurBoard

heBoardofDirectorsisresponsibleforoversightoftheorganization’sstrategicvision,ongoing

operationandhelpsguidethelong-termvisionandplanning.

Director

CaseManager

BoardofDirectors

Attorneys

Lee C. Strock, J.D.

2012 to Present

Gretchen Begley, M.S.W

2012 to Present

DevelopmentManager

Braeden Lentz

2012 to Present

Nadia Qurashi, J.D.

2008 to Present

Megan Stuart, J.D.

2009 to Present

Chairman

Secretary

Treasurer

Mitchell A Lowenthal

2012 to Present

Arnold B. Peinado III

2012 to Present

Jeffrey D. Haroldson

2012 to Present

Felipe AransaenzMichael A. Barasch, Esq.Pat BudziakMichael F. CoyneRichard A. Edlin, Esq.Marc Falcone, Esq.Joel M. FrankBeth GoldenJyotin Hamid, Esq.Helen Hershkoff, Esq.Raquiba LaBrie, Esq.Maggie LearStephen Loffredo, Esq.Fred MwangaguhungaVanessa SelbstDavid A. Singleton, Esq.Howard SontagDavid Tobis, Ph.D.Edward Turan, Esq.


Creating Advocacy

SECTION 4.0

AboutPCYP

OurBoard

BoardofDirectors

Programs&Services

Financials

Donors

ContactUs

Programs&Services

ImmigrationServices

CriminalJusticeAssistance

IdentityDocumentation

ShelterPartnerships

CriminalJustice

FosterCareYouthEducation

PartnerOrganizations

LGBTQCommunity

IN-LANGUAGEACCESSANDCASEMANAGEMENT

Onanygivennight,therearebetween4,000and8,000homelessyoungpeopleonthestreetsof

NewYorkCity,upto40%ofwhomidentifyasLGBTQQ.Ourclientscomefirst,andareatthecenter

ofeverythingwedo.

CivilLegal

Services

Advocacy

LGBTQ

Homeless

Youth

Education

?

DidYouKnow

OurModel


Creating Advocacy

SECTION 4.0

AboutPCYP

OurBoard

BoardofDirectors

Programs&Services

Financials

Donors

ContactUs

Financials

500Casesworkedthisyear

2014FINANCIALPOSITION

REVENUE&SUPPORT

EXPENSES

TOTAL

TOTAL

Contributions

GovernmentGrants

SpecialEvents,Net

OtherRevenue

ProgramServices

Management&General

Fundraising

$85,000.00

$153,400.00

$-

$243,540.00

$17,000.00

$450,716.00

$10,000.00

$481,940.00

$477,716.00 Program Services

Management

Fundraising


Creating Advocacy

SECTION 4.0

AboutPCYP

OurBoard

BoardofDirectors

Programs&Services

Financials

Donors

ContactUs

Donors

MajorDonors

Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.

AdditionalDonors

hegenerosityofourdedicateddonorscontinuestohelpusevolveourstrategicvision,whilehonoring

thebasicvaluesandprinciplesthatdefineourprogram.

DonorSpotlight:ChristopherJames

AsaseniorpartneratWitt/Kieffer,aswellasanauthorfocusing

onleadershipandanadjunctprofessor,Dr.Croteau hastaught,

written,advised,andsupportedpeople,places,andideasthat

enhancethelivesofothers.Hismemoir,MyThinningYears willbepublishedthisAugustandchroniclesthestrugglesDr.

Croteau facedonhisjourneytoacceptinghisidentity.The

Croteaus alsohaveascholarshipfundtoassistLGBTQyouthat

EmersonCollege.

TheCroteau’s areespeciallypassionateaboutPCYP’seducation

initiativesliketheLegalimmigrationWorkshop andadult

educationtrainings.“Educationandcommunityoutreachare

veryimportanttous,”saidDr.Croteau’s husbandJustin.“Jon

andIknowthatgettingtherightvolunteersandtheright

resourcesintothehandsofyouthwillcontinuetohelpsave

lives.PCYPdoesthatwell,andwecan’twaittoseehowtheir

outreachmakesanimpact.”

Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.

Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.

Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.Lee C. Strock, J.D.


Creating Advocacy

SECTION 4.0

AboutPCYP

OurBoard

BoardofDirectors

Programs&Services

Financials

Donors

ContactUs

ContactUs

Email Us u [email protected]

123 William Street, 16th FloorNew York, NY 10038

Call Us u 877-LGBTQ-LAW (877-542-8529

Drop In u


2014 Competitive Landscape

Appendix


KeyGoals LongTermVision

ShortTermFocus:Branding&RelationshipMarketing

GrowContributions

RaiseAwareness

EnableExpansion

Engage

Prospects

Personalize

Marketing

OptimizeDonor

ExperienceRe-engage

Enable

Advocacy RelationshipBasedModel

PCYP COMPETITIVE INSIGHTS


A preliminary analysis considered top competitors and firms recommended by the UJC team.

DefineApproach

TrevorProject

SilviaRiveraProject

Hetrick MartinInstitute

TrinityPlace

NewAlternativesforYouth

QueensPrideHouse

LGBTQCenter

GatherAdditional

Learnings

CompareagainstUrban

JusticeCenter

• Revisit preliminary project goals and objectives

• Outline key themes for analysis

• Identify competitors to evaluate:

• Understand voice of the contributor or ‘customer’

• Outline best practices from non-competitors as applicable for analysis

• Understand key gaps

• Begin to identify key opportunities for future recommendations

InScope

LambdaLegal

HorizonStreetwork

TransgenderLegalDefense

BrooklynCommunity

PrideCenter

AIDSCenter

MaketheRoadNY

PCYP COMPETITIVE INSIGHTS


Brand & Value Proposition• Mission statement, tagline

• Identity and positioning

• Channel presence

• Associate brand affiliation

Marketing• Prospect management

• Donor management (CRM)

• Relevance (channels, message hierarchy)

• Measurement

Operating Model• Fundraising model and structure (tier,

frequency, sustainability)

• Incentives

• Partnerships / Collaborations

Contributor Experience• Ease of donation (online, text, integration

into existing behaviors)• Mediums of contribution (service,

monetary, other)

Our analysis focused on four key areas that enable similar firms to deliver effective, best in class branding and marketing.

Approach COMPETITIVE INSIGHTS


Brand Marketing Contributor Experience

Operating Model

Top Organizations

Proficiency

• LGBTQCenter

• TrevorProject

• SylviaRivera

• LGBTQCenter

• AliForney

• Lambdalegal

• LGBTQCenter

• SafeHorizon

• MaketheRoadNY

• BKCommunity

PrideCenter

• LGBTQCenter

The following assessment considered and measured the organizations below against four key areas of focus to understand industry best practices.

Areas of Evaluation COMPETITIVE INSIGHTS


• As expected, operating budgets are largest if revenue primarily driven from government contributors and grants, but all firms maintain individual contributors

• On average, competitors spent 4X more on ‘fundraising’ initiatives than UJC in 2013

• On average, ‘events’ drove 10% of total revenue last year for firms evaluated, but can also represent a significant expense

• Financially sound competitors appear to have a diverse portfolio to mitigate risk:

- Various revenue sources (legal fees, space usage, grants, contracts, foundations, corporate)

- Various individual opportunities (media, event sponsors, internships)

Industry Observations PCPY Opportunities

• Define value proposition for donors (WIIFM?)

• Increase transparency in use of funds raised

• Reconsider focus on new vs. recurring contributions

• Analyze ROI of Fall / Spring Events and reconsider resource investment

• Diversify financial portfolio (revenue drivers, fundraising, opportunity to alleviate marketing & admin expenses)

Source:Annualreportsof10similarfirms:LGBTQCenter,MaketheRoadNY,TrevorProj,AIDSCenter,SylviaRivera,LambdaLegal,SafeHorizon,AliForney,ACLU,NYLAG

Significant resource investment in fundraising events and significant diversification of funding sources are key operating model themes amongst the competitive set.

Financials COMPETITIVE INSIGHTS


• Mission statements of similar firms providing a variety of services tend to be lengthy, and sometimes confusing‒ Concise typically means clear‒ Format typically ‘UBJ provides X, X and X through Y

• Taglines support feeling of welcome (i.e. helping many, one by one)

• Online branding best when value prop is prominent and supporting messages include: who we are, what we do, how you can help)

• While lifestyle photography (people, featuring minorities) typically supports most brands, relevant landscape images can also be relevant and effective

• Supporting testimonials commonly feature clients, but are also effective from contributors or credible figures

• Organizations with strong branding offer a package of informational material to inspire advocacy


• Review mission statement

• Concretize value proposition

• Develop a tagline that cements mission and value prop

• Enable advocacy through collateral (one pagers, posters, etc)

• Consider content (photography, testimonials) that bring PCYP to life in a personal, digestible way

• Bring brand to life at events

Solidifying the mission statement is key and will drive the content through which the brand is articulated and received by prospective clients and donors.

Branding COMPETITIVE INSIGHTS


• Online, email and events serve as primary channels for prospects and relationship marketing:‒ Online, interactive videos speak to numbers served and need

for organization‒ Social media channels (Facebook, Twitter) primarily used for

curating relevant news or events

• Most common calls to action (CTAs) across marketing include: Donate Now, Get Care, Join Us, Become a Member, Volunteer

• Primary Messaging Themes: Empowerment, Support, Enablement, Helping the future, Lasting & positive change

• Secondary Messaging Themes: Improving access to resources, Self sufficiency, Helping others reclaim their lives

• Messaging tactics:‒ Speak to unique value (THE center for legal excellence)‒ Tailored to audience (How can I get help vs. How can I help?

CTAs prominent online)‒ Avoid acronyms‒ Quantifiable results reinforced (#’s helped)


• Develop cohesive messaging in line with value proposition across channels:

‒ Personalization across channels

‒ Quantification

• Review and reconsider channel presence (new vs. existing)

Aligned messaging across channels and measurement of marketing efforts are key opportunities for PCYP.

Marketing COMPETITIVE INSIGHTS


• Most means of contribution are traditional (email, Paypal, Credit card), and some firms are exploring new channels:‒ Text donation‒ Amazon Smile partnership‒ Amazon Wishlist donation

• Contributors can commonly direct their contributions to different areas (program services, support groups, other) and this is always reinforced in marketing

• Sponsorship levels often tailored:‒ Levels could include media promotion, marketing, tshirts‒ Sponsors (firms or individuals) and any logos prominent

on marketing materials

• Firms are continually finding non monetary options for contributions, such as:‒ Admin / office internship work‒ Hot lunch, support groups, Homeless starter kits


• Concretize “What’s in it for me?” for donors

• Increase Transparency of ‘where your dollar goes’

• Improve ease and security of donations

• Review confirmations and reengagement activities (emails, thank yous, quarterly updates)

• Consider Tiered giving structure

• Provide new ways for donors to take action

Diversifying means of contribution and connecting a specific donation to a specific usage of funds represent marketing opportunities for PCYP to expand donations.

Donor Experience COMPETITIVE INSIGHTS


Thank You

From the Amex team….

Thank you for inviting us to become involved and giving us the chance to shape the future of your organization. We are honored to have had the opportunity to partner with you on this project, and while we polished up your mission – the very heart of what you do and how you do it has always been strikingly apparent.

We will continue to be moved by the resilience of your team, and wish you the best of luck in the future.

Thank you for inspiring us all.


urban justice center_marketing toolkit

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