welcome! yp leadership workshop 1/21/12. strategic planning keshia johnson matt sinclair evan ishida

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Page 1: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Welcome! YP Leadership Workshop1/21/12

Page 2: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Strategic PlanningKeshia JohnsonMatt SinclairEvan Ishida

Page 3: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Agenda

What is Strategic Planning? Importance of a Vision and

Mission Evaluating Internal and External

Factors Setting Goals-SMART-Keshia Action Planning Exercise: Breakout Discussion –

Executing an Action Plan Wrap Up Discussion

Page 4: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Self Assessment

• Can you define strategic planning?

Before we start, let’s assess the audience’s knowledge of strategic planning:

• Do you know what questions strategic planning can help answer?

Page 5: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Definition of Strategic Planning

The activity an organization undertakes to define its strategic direction and align the organization behind the strategy

Results in the organization more effectively implementing its strategy and managing performance as conditions change

Results in a well-defined strategy for the organization to pursue

5

Strategic Planning:

Strategic Planning Process:

The foundational process that enables an organization to dynamically adjust its strategy based on changing conditions and performance to achieve targeted results

Page 6: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Despite the importance of strategic planning, many industry leading organizations do not “plan” well

Source: Harvard Business School, The Office of Strategy Management, Robert S. Kaplan, Mar 2006.Accenture Research, The Future Used to be Easier: Planning for Success in Dynamic Environments, Jun 2010.BARC Institute, Planning and Budgeting in European Companies, Jun 2008

More than two thirds of companies admit that their planning accuracy has diminished due to economic volatility, while more than 80% recognize that the importance of accurate plans is actually increasing for the same reason

- Accenture Research

Page 7: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Strategic Planning is undertaken by organizations in order to prepare for success and hedge against uncertainty

What products and services will my “customers” demand in the future?

What are the “players” I need to deal with in the future? And how can I win my battles?

What oversight might my organization expect, and what are the implications of that oversight?

What are the prospects for success for my organization?

Organizations want to understand the drivers of uncertainty and set clear, obtainable goals

Page 8: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

• Develop a robust comprehensive strategy with clear performance outcomes

• Create greater alignment among leadership team in translating plans into tactics

• Institute more effective management of the organization and performance orientation

• Enact key initiatives at an efficient pace

• Increase certainty and reduce volatility

• Integrate organizational readiness and ability to adapt to changing needs

Benefits of Strategic Planning

8

Increase ability to adapt to organizational needs with pace, certainty and agility

Page 9: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

9

When planning, we take into account key considerations and leading practices in our strategy development process

Set strategic direction and goals

Develop action plans and roadmap

Incorporate contingency plans

Implementation planning

Build measurement reporting methodology

Execute on action plans

Refine process and improve

Phase 1: Analysis

Phase 2:Design

Phase 3:Alignment & Execution

Understand organizational motivation

Develop situational awareness

Incorporate expertise from key stakeholders

Develop vision statements and mission statement

Page 10: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Vision Statements

• Does it provide all constituencies with a clear sense of what the leadership wants the organization to become?

• Does it represent challenging, yet realistic outcomes?

• Does it communicate its essential message directly and succinctly?

• Is it energizing and/or inspiring?

Through all of our products, services and relationships, we will add to life's enjoyment. – Anheuser-Busch

Global diversification is a vital component of the Company's strategic positioning. This diversification is unique in the athletic footwear and apparel industry and provides many distinct advantages. – Foot Locker 

Page 11: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Mission Statements

• Does it clearly define the organization?

• Is it clear and understandable?

• Is it brief enough for most to remember and communicate it easily?

• Is it broad enough to allow flexibility, but not so broad as to lose focus?

• Is it a unifying force providing direction and guidance?

To refresh the world in body, mind and spirit. To inspire moments of optimism through our brands and our actions. To create value and make a difference everywhere we engage. - Coca-Cola

To make people happy. – Walt Disney

Page 12: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Evaluating Internal & External Factors

Strengths•What is the organization good at ?•What operations are efficient?•What external feedback has been positive?•Where have resources been saved/reduced?

Opportunities

•How can the organization grow?•What are common practices?•Where can improvements be made?

Threats•Are expectations changing?•Is demand for services reduced?•Are operating cost increasing?•Is their competition?

Weaknesses•Where have cost increased?•Where have efficiencies not been realized?•Where have expectations not been met?•What has caused a membership outcry?

Strengths – Weaknesses – Opportunities - Threats

Page 13: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Goal Setting

AchieveWhat is it we want and don’t have?

PreserveWhat is it we have and want to keep?

AvoidWhat is it we don’t have and don’t want?

EliminateWhat is it we have and don’t want?

http://www.youtube.com/watch?v=uThBb3kGf4k&feature=related

Page 14: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Setting SMART Goals and Measures

Specific

Measurable

Actionable

Responsible

Timeframe

Write a sample goal(s) for your organization

Page 15: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Goal Description

Action

Action

Action

TangibleSub-Action

TangibleSub-Action

Goal Action Responsible Support Deliverable CommentsTiming

Identify Resource

Identify Resource Deadline Outcome Comments

Identify Resource

Identify Resource Deadline Outcome Comments

Identify Resource

Identify Resource Deadline Outcome CommentsTangible

Sub-Action

Developing Action Plans to execute on strategic goals and measures

Action Plans provide a framework for execution when driving towards a goal

Goals provide a description of the

overall task at hand.

Actions and sub-actions provide

tangible deliverables through which goals

can be obtained

Responsibility and Support give

governance to deliverables in order to manage success

Timing represents duration and

provides goals and milestones to reach

towards

Deliverables define the outcome of each tangible deliverable

Page 16: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Taking Action Plans further – Developing Roadmaps

1Q12 2Q12 3Q12 4Q12 Feb ‘12

Establish interim board and implementation

committees

Business Plan: Revenue and Incubation

Funding

Hire and train Executive Director

4-5 Months

3-4 Months• Approach potential board members for positions• Crystallize business plan• Develop phase 1 & 2 implementation committees

• Approach selected incubation centers• Finalize deal for interim incubation• Define Revenue streams for sustainment

• Approach potential investors• Obtain funding for Phase 1 implementation• Obtain funding for Phase 2 and ongoing operations

• Develop Assessment and Selection strategy and plan• Recruit/interview/hire Executive Director• Begin Executive Director shadowing/training

Illustra

tive Only

Roadmaps provide timelines and a visual explanation of individual project items, as well as dependencies and milestones necessary to manage a project

12-15 Months

= Milestone = Dependency

Dependencies show work that is reliant upon other work in order to begin or

conclude

Milestones show key stage gates throughout the

project

6-8 Months

Individual work efforts, or projects, are laid out on a timeline to show priority, duration and requirements

Page 17: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Breakout Discussion –Executing an Action Plan-Evan

Introduction: In this exercise, you will discuss your experiences creating and executing action plans with your organizations.

Directions:In your table group discuss the following two questions:

1)What challenges have you experienced executing plans in your organizations? 2)Based on what you have learned so far, what can you do as a leader to improve the way your organization plans and executes?

After your group has answered the questions, we will have a large group discussion.

Time Involvement:20 minutes- Discuss questions (10 min each)15 minutes- Group Discussion

Page 18: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Wrap Up- What did we learn?

What is Planning? Importance of a Vision and

Mission Evaluating Internal and External

Factors Setting Goals-SMART Action Planning Exercise: Breakout Discussion –

Executing an Action Plan Wrap Up Discussion

What Questions Do You Still Have?

Page 19: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Recruitment & RetentionVi Huynh & Christin Miller

Page 20: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Recruitment & Retention Overview

• MotivAsians Overview

• Cleveland Professional 20/30 Club Overview

• Elevator Pitch

Page 21: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

MotivAsians Overview

• Established in 2001

• Mission: MotivAsians for Cleveland is the premier organization cultivating a vibrant Asian community for Greater Cleveland by promoting the attraction and retention of Asian-American professionals through leadership and professional development, networking, and community engagement.

• Connect, Engage, and Develop Asian Professionals

• No fee membership

• Member = anyone in our Yahoo Group

• 529 email list subscribers (members) as of December 31, 2011

• Represent over 100 different companies in NE Ohio

• Recruitment and Retention became a priority in July 2009

Page 22: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

MotivAsians Yahoo Group - Membership by Date Joined (July 2009)

0

20

40

60

80

100

120

140

160

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Year

Co

un

t

Page 23: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

MotivAsians Yahoo Group - Membership by Date Joined (Dec 2011)

0

20

40

60

80

100

120

140

160

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Year

Co

un

t

Page 24: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

MotivAsians Recruitment Strategies

• Identify Target Audience

• Community Recruitment• Cleveland Asian Festival

• Case University Graduate School Open House

• AsiaTown events

• Company Affinity Groups / Employee Resource Groups• Cleveland Clinic

• KeyBank

• Lubrizol

• GE Lighting

• Internet• www.motivasians.org (Gateway)

• Facebook

• LinkedIn

• State of MotivAsians – every July

• Free Press• Plain Dealer My Cleveland, CBC Magazine, Crain’s Cleveland, IB Mag, UNC Alumni Magazine

Page 25: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

MotivAsians – Recruitment at 2011 Cleveland Asian Festival & Lunar New Year 2011 Asia Plaza

Page 26: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

MotivAsians – Signage and Handouts

• Business Card

• Sign Up Sheet

• Outdoor Banner

• Indoor Banner

• Newsletter

• Print Source

•Vistaprint

• Living Social / Groupon deals - $10 for $50

• Example

• Banner & Banner Stand (w/S&H): $72.21

• Paid: $14.96 + $10 (LS Voucher) = $24.96

• 500 Business Cards for $10

Page 27: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

MotivAsians at Lincoln Electric & GE Lighting 2011

Page 28: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

MotivAsians – Internet Resources - Membership Data Tracking

• Yahoo Groups

• RSVPs

• bit.ly

• Google Doc

• Facebook Stats

• Website Stats

• LinkedIn

Page 29: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

MotivAsians Yahoo Group - Membership by Date Joined (Dec 2011)

0

20

40

60

80

100

120

140

160

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Year

Co

un

t

Page 30: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Bit.ly link stats to RSVP Form

Page 31: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

RSVP Form via Google Docs

Page 32: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Google Doc – RSVP Data

Page 33: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

MotivAsians Facebook Stats

Page 34: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

MotivAsians Website Stats

Page 35: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

The Cleveland Professional 20/30 Club Membership

Page 36: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Established in 2001

Mission: To attract and retain young professionals in Greater Cleveland by providing events focused on both personal and professional development.

Networking

Social

Philanthropy

Education

Paid Membership: $75/Year

$50 if renew within 1 month of expiring

Reach: 316 paid members

3,000+ through social media efforts and e2030 newsletter

4,989 in database

The Cleveland Professional 20/30 Club Overview

Page 37: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Member Rewards Program• Additional Incentive

• Connect With Community

Community Involvement• Festivals

• College Engagements

• Co-sponsorships

• Philanthropy Focused Events

Leadership Opportunities • Committees: Networking, Social, Philanthropy, Education

Membership, Communications

• Project Lead

New Member Socials• Meet Leadership

• Presentation

• Ambassador Program

Communications• Web: www.cleveland2030.org, Facebook, @CP2030, LinkedIn

• e2030 newsletter

• Personalized Messaging

20/30 Club Strategies

Page 38: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

20/30 Communications

Page 39: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Signage and Handouts

Business Cards

Social Media Cards

Brochures (2 different)

Large & Small Banner

Upcoming Events

Community Partner Handouts

Page 40: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

20/30 Membership Tracking

Website

•Data Management

•Output Excel Documents

Automated Messaging

•To Members

Personalized Welcome

30-day Notice

Thank You

•Internal

New Members

Renewals

Event Sign-Up

Communication Statistics

Page 41: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

20/30 Recruitment & Retention

Membership Needs

• Questionnaires

•Open Communication

•Retention > Good Word of Mouth > Recruitment

Membership Message

• Why Join?

• “Elevator Pitch” - Designed to quickly catch the attention of the audience, persuade them to pay attention to what you have to say, and convince

them that they want to hear more.

Concise

Clear

Compelling

Conceptual

Create a Foundation

Page 42: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Creating An Elevator Pitch

Length: 30 seconds - 1 minute

Communicate Main Message

• Who you are - what you want them to remember most about you

• What the organization is about - state your value

• Why they need to become a member - unique benefits

• When & How they can join

Memorize it!

Page 43: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Elevator Pitch Practice Session

• Worksheet Overview

• Elevator Pitch Worksheet Completion

• Let’s Practice!

Page 44: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Questions?

Page 45: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning SessionAmanda Maggiotto & Lindsay Silverstein

Page 46: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning Session

Please answer one of the following questions and be prepared to share your response!

• Have you been to any successful fundraising events lately? If so, what about the event did you find enjoyable or successful?

• Have you been to an event that was poorly planned or unsuccessful? If so, where did they go wrong?

Page 47: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Providence House“Every Child is Your Child”

Page 48: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Providence House

WHO do we serve?

The children we serve are from economically disadvantaged families throughout greater Cleveland. We serve families with children ages 0-6 years old.

Last year, 368 inquiries were made, 216 qualified for placement, and 164 babies and children from 114 families were admitted into our care and provided with 4,601 days of care.

Of those served:

60% of children were at risk for abuse/neglect48% of families were homelessOne in three children had a caregiver with a medical crisisOne in ten children had a caregiver affected by a mental health crisisOne in 11 children was a witness to domestic violence

Page 49: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Providence House

WHAT services do we provide for families & children?

Children’s Crisis Services Family Preservation ServicesChildren's Emergency Shelter Case ManagementDirect Childcare Services Crisis CounselingAssigned Childcare Model Service Referral & LinkageEarly Education & Parent Mentoring & Coaching Developmental Milestone Enrichment Discharge Planning Family Preservation

Aftercare

Page 50: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Providence House

WHERE are we located?

In your backyard! We are located in the community in which we serve.

Providence House2037 West 32nd StreetCleveland, OH 44113

Page 51: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Providence House

WHEN do we serve our clients?

• When families are actively in crisis• 24/7—we provide around the clock care for children• While families are seeking help and working to rebuild• One year following a child’s stay at Providence House

WHEN are children reunited with their families?

• When the family has fulfilled all requirements identified in their “contract”• Parents are required to visit their children while they are in Providence House

Page 52: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Providence House

WHY do we do what we do?

• Protect children by providing for their physical, emotional, developmental, and educational needs

• Empower families through education, respect, and responsibility

• Build community by preventing tragedy, reducing system involvement, and ending the cycle of abuse

Page 53: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Providence House

Phriends Group

“Phriends” of Providence House are charged with being advocates for PH when with friends, at the workplace, and in the community.

Phriends Event PH Events• Wine Tasting, Light Bistro • Pinwheels for Prevention• Beer Tasting, The Market • Shades of Blue Luncheon• Phall Phest, Around the Corner • Child Abuse Prevention Month

• City2City, Tower City/Ohio City • Deck the House

• March Madness, Barley House

Page 54: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida
Page 55: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Our Four Causes

Our Four Causes My Heart! My Life Childhood Obesity

Power To End Stroke Go Red For Women

Page 56: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Our 2020 Impact Goal

The 2020 Impact Goal is two-fold: • To reduce death from heart disease & stroke by at least 20% by the year

2020 • And to improve overall heart health

My Life Check/Life’s Simple 7 (http://mylifecheck.heart.org):It’s never too late to make better choices for your health and we invite you to start a new life resolution now.

1. Get active2. Control cholesterol 3. Eat better 4. Manage blood pressure 5. Lose weight6. Control blood sugar7. Stop smoking

Page 57: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Go Red For Women

The PerceptionOnly 8 percent of women identified heart disease and stroke as their No. 1

health threat. (2000 survey)

Most women perceive breast cancer as the leading health problem and cause of death of women today.

Women generally assume that men are at greater risk to develop heart disease and stroke.

More than one-third of all women think that heart disease is associated with sudden death.

The RealityCardiovascular Disease kills more than half a million females every year—

about a death per minute. That’s more than the next five causes of death combined.

In every year since 1984, cardiovascular disease has claimed the lives of more females than males.

One in every 2.5 women died from cardiovascular disease in 2004, while 1 in 29 died from breast cancer.

Page 58: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Go Red For Women

Captures and celebrates the energy, passion, emotion and intelligence of women to work collectively to wipe

out heart disease through partnerships, education, fundraising and everyday lifestyle choices and actions.

Page 59: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Cleveland’s Go Red For Women Event

♥ The 2011 campaign raised more than $800,000 and ranked 2nd largest event in the nation.

♥ Sold-out event with over 960 attendees.

♥ Over 500,000 local people have been reached through annual attendance at the Go Red For Women Luncheon and community events

♥ More than $3.2 million (net) locally has been raised during the past eight years.

♥ The Annual Go Red For Women Event will be held on Friday, February 17, 2012 at the Renaissance Cleveland Hotel.

Page 60: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Why Fundraise?

Staff Member Volunteer

•Why we do it •Event = Publicity •Opportunity to present mission

& gain supporters •Networking •Operational costs v. specific item •Incorporate/thank volunteers

Page 61: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning Session

Fundraising & Event Planning “Best Practices”

by Amanda Maggiotto & Lindsay Silverstein

Page 62: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning Session

Set Goals!

Monetary

• Set a monetary goal for each event (and/or year, quarter, etc.)• Give a tangible example of how the donation will help the organization

E.g.) $5,000 will help Providence House build a new playground, $250 covers a child’s care for one night, $40 covers the cost of one medical exam

Attendees

• Set a goal of attendees• Ask 10 committee members, board members, volunteers, etc., to sell 5 tickets, bring 5 friends to the event, etc.

Page 63: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning Session

Volunteerism

What attributes makes someone a good volunteer?

• Recruiting the “RIGHT” volunteer chairs• Clearly stating expectations

• Recruitment of volunteers• Clearly stating expectations• Having an array of opportunities• Good fit for everyone

• Ask other volunteers for introductions/recommendations

• Succession planning

• Fundraising vs. friendraising

Page 64: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning Session

Sponsors

Corporate Sponsors • Contact companies/non-profits to buy tables/tickets for employees/board members/committee members, etc • Contact community outreach departments, politicians, local businesses • Groups with vested interested (e.g., Cleveland Clinic for AHA) or specific need • Be ready to sell your organization to sponsors

• Provide advertisement or some benefit to sponsors

Individual Sponsors • Can’t hurt to ask! • Seek out board members, community reps, friends of your organization to sponsor parts of your event

E.g.) Happy Hour/Keg or Food sponsor Raffle item donation or sponsored Ask season ticket holders to donate one set of tickets

Page 65: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning Session

Mission Moments

Mission is passion! Passion = more $ raised

Continually tie the mission • Committee meetings, mission moments• Realistic examples• One of one meetings• At the events• Pre and post mission opportunities• Thank you letters/phone calls from survivors

Page 66: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning Session

Event Planning/Logistics

• Over prepare then go with the flow

• Always confirm, never assume

• Identify appropriate contacts

• Think about payment ahead of time

• Communicate with team/volunteers

• Walk through event in your head

Page 67: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning Session

Target Audience

• Before planning event, identify target audience• Do some research about target audience• Effects price, attire, venue, activities, etc.

Vs.

Page 68: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning Session

Individual Fundraising • Similar to the cycle of dating• Ask questions/learn• Cultivate, it’s long process• Special recognition/levels• Make it a personal• Timing is everything

Page 69: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning Session

Schedule of Events

• Yearly Calendar• Advertise future events• Discounts for future events/Incentives to buy early or pre-register• Package deal

• E.g.) Providence House luncheon, City2City, Pinwheels for Prevention

Page 70: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning Session

Spread the Word for FREE!

• Use social media• Facebook• Twitter• LinkedIn• Youtube• Community blogs• Email invites• www.eventbrite.com• Foursquare

• News outlets• Post on news/radio webpage• Write editorials• Message Boards

• Forward information to..• Community groups• Workplace/ Work groups

Page 71: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning Session

Thank Yous/Acknowledgement

• Can never say thank you enough• Handwritten notes/phone calls• Make it personal• Say thank you without another request, ask for feedback• No matter what level have at least 4 touch points throughout the year• Be creative

Page 72: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning Session

Be Creative • Think outside of the box• From start to finish

Page 73: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning Session

Be an Advocate!

• Always have your organization’s intentions in mind

• Look for opportunities to advocate for your group

• Have an elevator speech ready

• Make it your mission to spread the word

Page 74: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Fundraising & Event Planning Session

Case Study

1.Plan a “family friendly” fundraiser to benefit the Providence House.

2.Plan an event for young professionals to benefit the Providence House that is NOT centered on alcohol.

3.Plan an “all men’s” event for the American Heart Association

4.Plan an event for young professionals to benefit the American Heart Association

Page 75: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Case Study Cont.

Focus on the following areas to plan your event

• Planning/ Logistics

• Fundraising

• Publicizing

• Recruitment

• Mission/Education

Page 76: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Marketing and Communications: Finding Your Message and Making it Work

 

with Jose Feliciano, Jr., Young Latino Network,and Kari Mirkin, YNPN Cleveland

Page 77: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Marketing and Communications

The Definition of Marketing 

“Marketing is the activity, set of institutions,and processes for creating, communicating, delivering, and exchanging offerings thathave value for customers, clients,partners, and society at large.”

– American Marketing Association

Page 78: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Marketing and Communications

Understanding Your Organization,Your Offer, and Your Value What is our mission?

What makes us unique?

What value will someone find in becoming a member/ attending this event/ joining the board/ making a donation, etc.?

Is there anything we can do to increase this value?

Page 79: Welcome! YP Leadership Workshop 1/21/12. Strategic Planning Keshia Johnson Matt Sinclair Evan Ishida

Marketing and Communications

Marketing Mix – The 4 Ps (for Your YP Group)

Product (Your Offer)membership, sponsorship, an event, a program, a fundraising appeal

Placean appropriate meeting spot or event venue that is convenient and accessible

Pricea dollar amount that covers your costs while staying within stakeholders’ expectations

Promotionany method of communication that puts you in touch with your stakeholders about the offer

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Marketing and Communications

Making Marketing Work forYP Organizations Identifying StakeholdersWho can benefit from our work? Who can contribute to our mission?

Informing StakeholdersWhat do they need to know about us? How we will get the message across?

Satisfying StakeholdersDoes our offer meet the needs and address the concerns of our stakeholders?

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Marketing and Communications

Identifying Stakeholders 

Memberscompanies, schools, young professional events, online social networks

Mentorsprofessional associations, members’ employers, local media

Potential Partnersrelated organizations, event sponsors, host venues

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Marketing and Communications

Informing Current andPotential Stakeholders 

Traditional Advertisingprint flyers (general and event-specific) in heavy-traffic locations, press releases to media outlets, business cards

Direct Communicationevent-specific notices, regular email newsletters

Social MediaTwitter, Facebook, and LinkedIn, related groups’ social media outlets

Web PresenceWell-maintained website, external online event calendars, email account

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Marketing and Communications

Tips for Effective Communication 

Match the offer to the audience

Match the offer to the appropriate media outlet

Ensure accuracy and continuity; have a unified “voice”

Use concise, appealing language

Maintain an organizational culture of professionalism

Avoid “information overload” by carefully planning communications

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Marketing and Communications

Understanding Branding

“Branding is the process of creating a clear, consistent message about your organization, so that when people see your logo or hear your name, they'll think of your mission and programs in terms you have defined.”

– Bill Nissim, Marketing Consultant

Tools for Consistent BrandingOrganization name, logo, mission statement, “elevator speech”, promotional graphics, member cards/pins

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Marketing and Communications

Satisfying Stakeholders

Trend Trackingremain aware of and communicate developing issues that affect members and other stakeholders; pay attention to event attendance and membership levels

Evaluation and Feedbackuse formal and informal methods of surveying stakeholders’ suggestions and reactions to programming and other offers

Adaptabilitycontinually change offers (and they way you communicate them) to best meet trends, attract new stakeholders, and the feedback provided by stakeholders

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Marketing and Communications

Getting Your Board “On Board”

Setting Strategyencourage buy-in by discussing branding, promotions, and other marketing and communications strategy issues as a group

Internal Communicationsrespect board members’ time constraints by establishing guidelines for communicating organizational matters; utilize tools that streamline these communications

Consistent Messagingprovide all board members with updated promotional materials; establish internal controls that ensure the accuracy and professionalism of all external communications

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Marketing and Communications

Case Study

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Marketing and Communications

Best Practices

What successful steps has your YP organizations taken to identify, inform, and satisfy stakeholders?

Which marketing and communications methods have worked well for your YP organization?