New Event Proposal for a Non-Profit Organization

1. NEW EVENT PROPOSAL
Back on My Feet Eats!

2. The Organization: 501(c)(3) organization motivating individuals experiencing
homelessness into a more self-sufficient state.
The Mission: To use running to help those experiencing homelessness change
the way they see themselves so they can make a real change that results in
employment and independent living.
The Method:
▪ Illustrate the importance of discipline and determination through running
▪ Emotional transformation through support and achievement
▪ Training, employment and independent housing assistance
The Impact:
▪ 5,545 individual served
▪ 2,024 members employed
▪ 1,399 members obtained housing
Background

3. Highlights
▪ Median Household Income: $55,468
▪ City Population: 1.9 Million
▪ Growing Millennial population
▪ 87% of Millennials Donated to Charity in 2013
▪ 35,000 participants at One America Festival
Mini-Marathon
▪ 2.8M in Indiana itemized charitable
deductions in 2011
Indianapolis Metropolitan Market Analysis
TargetMarket

4. New Event - Back on My Feet Eats!
Event Activities
▪ Food
▪ Community vendors
▪ Restaurants & food trucks
▪ Entertainment
▪ Booths
▪ Musicians
▪ Walk or Parade
Canal Location
§ In front of the Indiana
Historical Society
§ Popular location increases
potential audience
§ Location popularity already
proven with other events
Image credit: http://www.yelp.com/biz_photos/indianapolis-canal-walk-indianapolis?select=QSprnD_R6X-
tN-CaH-uqQQ
Image credit :https://www.google.com/search?q=columbus+ethnic+expo%3A

5. New Event Considerations
Logistics
▪ Date: Second Saturday in
June, Noon - 8 pm
▪ Coordination of volunteers
and vendors
Challenges
▪ Difficult to estimate food demands the first year
▪ Potential liability with community cooks
Opportunities
▪ Profit
▪ Awareness
▪ BoMF booth
▪ BoMF members and volunteers
Image credit: http://www.indianahistory.org/feature-details/concerts-on-the-canal#.Vkj-fd-
rSRs

6. “Big Picture” Goal:
§ Increase brand recognition and
awareness
Target Markets:
§ Primary – Young Professionals in
the Indy Metropolitan Area
§ Secondary – Remaining population
of the Indianapolis area
http://www.advertisecolumbus.com/blog/bid/280996/Understanding
-and-Reaching-Millennials-Generation-Y
Integrated Marketing Communications (IMC) Plan

7. Strategy:
Primary – Unique selling proposition
Secondary – Establish and expand donor/volunteer base
IMC Objectives:
Increase brand recognition and awareness of BoMF in the
Indianapolis area.
Effectively communicate the existence and cause of BoMF.
Build and expand base of regular donors and volunteers for
BoMF.
Promote the Back on My Feet event as well as other BoMF
fundraising efforts.
Integrated Marketing Communications (IMC) Plan

8. Event Promotion
Before Event
▪ Flyer Blitz
▪ Sidewalk Chalk
▪ Local News and Radio
During Event
▪ More Flyers and Sidewalk Chalk
▪ BOMF Residential Members
▪ Spotlight Speakers
▪ Promotional Spokesmen
▪ BOMF T-shirts while Running the Canal
▪ Information Booth
▪ Sell Small Promotional Items (keychains, pedometers, etc)
▪ Provide Information for Getting Involved
▪ Donations Accepted!

9. Summary
▪ Goal #1:
Increase BoMF exposure to our target markets in the
Indianapolis Metropolitan area and beyond.
▪ Goal #2:
Unite the community to change current perception of
individuals experiencing homelessness
▪ Goal #3:
Raise sufficient capital to accomplish Goals #1 and #2

10. Questions?
“If we can change the way people see themselves, can we change the direction of their lives?”
-Back on My Feet Founder, Anne Mahlum

11. Description Quantity Unit Price Cost
Canal area in front of the Indiana Historical
Society
(Kruse Family Stardust Terrace)
1 $2000 $2000
Tables for Seating Areas - Rental 10 $15 $150
Chairs - Rental 40 $10 $400
Tables for Booths - Rental 10 $15 $150
Sound System for Musician(s) - Rental 1 $250 $250
Large Banners and Signs 5 $25 $125
Giveaways/Donation Incentives
(pedometers, keychains, hats, T-shirts)
$1000
Paper and Printing for Promotional Flyers 1000 $1 $1000
T-Shirts for Event Workers 100 $15 $1500
Temporary Food Permits for Volunteer
Foodmakers
40 $10 $400
Liability Insurance for Volunteer Foodmakers
(FLIP - Food Insurance Liability Program
$300
Miscellaneous Supplies (Tape, Staples,
Sidewalk Chalk)
$50
Total $7325
Budget 1 - Nothing received for free or discounted
Description Quantity Unit Price Cost
Canal area in front of the Indiana Historical
Society
(Kruse Family Stardust Terrace)
1 $1000 $1000
Tables for Seating Areas - Rental 0 $0 $0
Chairs - Rental 0 $0 $0
Tables for Booths - Rental 0 $0 $0
Sound System for Musician(s) - Rental 1 $250 $250
Large Banners and Signs 0 $0 $0
Giveaways/Donation Incentives
(pedometers, keychains, hats, T-shirts)
$500
Paper and Printing for Promotional Flyers 0 $0 $0
T-Shirts for Event Workers 0 $0 $0
Temporary Food Permits for Volunteer
Foodmakers
40 $10 $400
Liability Insurance for Volunteer Foodmakers
(FLIP - Food Insurance Liability Program
$300
Miscellaneous Supplies (Tape, Staples,
Sidewalk Chalk)
$50
Total $2500
Budget 2 - Expected donations and discounts incorporated
Budget
Profit
The event is expected to draw approximately 2,500 people within the 8-hour time period. We expect 20% of those people to make food purchases
of approximately $10 each, resulting in a profit of $5,000. With the profit-sharing program, food vendors will receive half of the profits from the
day, resulting in BoMF making an expected total of $2,500 during the event, enough to cover expenses..