The document outlines a campaign called "Build6" that aims to raise $1.5 million to build 6 foster homes in Moosonee, Ontario. It analyzes the target demographics of Baby Boomers and Generation X and recommends engaging them through an online and offline narrative focused on sharing what home means to participants and their families. An implementation plan details strategies for social media, prizes, and offline activities to involve children and raise funds.

1. 1
BARNES MANAGEMENT GROUP
SUMMER INTERNSHIP 2012

2. +
CONTENTS
 UNDERSTANDING OF THE
CHALLENGE
 ANALYSIS
 RECOMMENDATION
 IMPLEMENTATION PLAN
 TIME LINE
 GOALS AND
PERFORMANCE
MEASUREMENT PLAN

3. 3
UNDERSTANDING OF THE
CHALLENGE

4. THE PROBLEM
4
HOUSING
SHORTAGE FOSTER CARE RELOCATION ISOLATION
Attawapiskat First Difficult to help foster Children sent 1,000 Trauma of state from
Nations declared a children as their miles from their enforced separation
state of emergency communities don’t communities, to has affected the
due to: pass the foster homes in ability to achieve
Housing Shortages requirements for southern Ontario balance in their
Substandard Housing adequate foster where no one can physical, mental,
Crowding homes speak their emotional, and
language spiritual well-being

5. GOAL
5
=
Build 6 foster homes in
Place 18 foster care Moosonee, Ontario in the
children with 6 hope that families could move
families in and foster a number of
children
RAISE $1.5 MILLION DOLLARS
for the Payukotayno Housing Authority

6. 6
ANALYSIS
(SWOT)

7. +
EXTERNAL ANALYSIS
OPPOTUNITIES & THREATS

8. + OPPORTUNITIES
8
DEMOGRAPHICS PSYCHOGRAPHICS
MOTIVATIONS:
• Av e r a g e a g e o f
53
• Feeling compassion for
donor those in need
• Older & Educated • Wanting to help a cause in
donate most which they personally
believe
$ • Gen X = $2.3 billion
• B o o m e r s = $ 4 . 1
• Wanting to make a
contribution to community
billion
BARRIERS:
• 83% of those with • They did not think that the
children donate money would be used
efficiently
Ontario has:
• H i g h e s t l e v e l o f • They did not like the ways in
donors 2 mil. which requests for
• Highest value of donations were made (the
donations $2 mil. tone i.e. pleading)

9. + OPPORTUNITIES 9
BEHAVIOURAL
CHANNELS OF DONATION:
"MULTI-CHANNEL ENGAGEMENT OF DONORS IS NOT THE WAY OF THE FUTURE
- IT IS VERY MUCH THE REALITY NOW”
1. CHECKOUT DONATIONS MOST POPULAR: Gen X 42.9% and Boomers
43.8%
2. FUNDRAISING EVENT (CHEQUE OR PLEDGE): Gen X 63.7% and Boomers
55.6%
3. ONLINE (WEBSITE) OR DIRECT E-MAIL CAMPAIGNS: Gen X 37% and
Boomers 29.1%
4. PERSONAL FORMS OF GIVING/REQUEST FROM FRIENDS: —It is a personal
connection that leads to the most gifts

10. + OPPORTUNITIES 10
BEHAVIOURAL
LEARN ABOUT THE CAUSE:
1. MAINSTREAM/EARNED MEDIA
2. WORD OF MOUTH
3. PEER TO PEER EVENTS
FIRST INTERACTION WITH CAUSE:
1. MADE MONETARY DONATION
2. FOUND OUT MORE INFORMATION ABOUT CHARITY

11. + THREATS
11
 Competition from other charities i.e. Habitat for
Humanity
 Canadian apathy towards needs of Aboriginals
“Many Canadians still remain unaware or apathetic
about the history and nature of colonization and racism.”
-Dr.Emma LaRocque
 Distance of affected community might create provoke
disinterest; not locally relevant

12. +
INTERNAL ANALYSIS
STRENGTHS & WEAKNESSES

13. + 13
STRENGTHS
 Support of Bar nes
Management Group
Current Benefactors:
 Leaders from Advertising,
Banking and Aboriginal
Economic Development
 Payukotayno’s extensive
experience (26 years) in child
child welfare services
 We s l e y P r a n k a r d r a i s e d
$100,000 to build a playground
for the children in Attawapiskat

14. + 14
WEAKNESSES
 Lack
of public awareness of the
campaign
 Lack of financial resources
 Distance from major
urban centers and the
Cochrane region may
impact gathering
campaign results

15. 15
RECOMMENDATION

16. + NARRATIVE
16
ome is where the heart is.
Home implies community. Home implies
culture. Home implies every value that has
been established within you as you grew up
with the people that you love. Everybody
deserves to have a home.
That is why the build6 campaign is about education, as much as
it is about fundraising. We aim to raise money to ensure that
everyone can have a home, and let participants cherish the
homes that they are fortunate enough to have. We aim to
educate people about the children of Cochrane District who are
in need of foster care and are facing the reality of not having a
home. They cannot grow up, learn, or experience their childhood
the way their ancestors did. Build6 aims to build community to
ensure that the Moosonee people are not forgotten and to
encourage participants to celebrate their homes in profound
and symbolic ways.
Please help us build six homes for these children by building
your own home in your hearts”

17. + 17
buil 6 CAMPAIGN
Our team would like to build a narrative from these poignant circumstances,
and then leverage our plotline to stimulate peoples’ emotions through
spurring resonance and empathy, enticing them to donate to the cause
We decided to come up with a campaign called “build6”; in order to elicit
an emotional response based on the campaign plan, and to satisfy the
values of our target group (Baby Boomers and Generation X’ers)
Our main campaign activity implores participants from major urban centers
(in Ontario) to take a picture of themselves in a place they consider home
(including their personal hobbies or activities they would like to complete this
summer with family/friends
Participants will upload these pictures to an interactive website that will track
campaign progress,
Each picture will constitute part of a visual illustration of a house, and the
illustration will be complete once enough pictures are uploaded to the site
Participants will relive their experiences and gratitude of having a strong
home base which is shared feeling among people regardless of their
economic, social or ethnic backgrounds. Hence through sharing, we
encourage community development and empathy for foster care children
who don’t get to enjoy those experiences

18. + 18
MISSION STATEMENT
WE DEDICATE OURSELVES TO SUPPORT ALL
STAKEHOLDERS CONCERNED WITH THE
CIRCUMSTANCES FACING THE
CREE CHILDREN OF MONSONEE
TO LEVERAGE UNIQUE SKILLS AND ABILITIES IN
ORDER TO RAISE A SUM NO LESS THAN
$1.5 MILLION
IN ORDER TO PROVIDE 6 HOMES FOR 18
CHILDREN SO THAT THEY CAN BE
REUNITED WITH THEIR FAMILIES

19. +
MARKET
TARGET BABY
BOOMER
GENERATION CORPORATIONS
X

20. + GENERATION X
20
DEMOGRAPHICS
DONATE:
BORN: $2.3 billion
1965-1980 POPULATION: AMOUNT:
6.8 Mil $549 average
AGES: annual
32 – 47 contribution
PSYCHOGRAPHICS
• “On the go”, which
reflects how they
• Values family first,
c o n s u m e Committed to their children • Building authentic
information relationships with
and heavily involved in their
• Balance two jobs: family, friends, and
lives
professional job and coworkers is important
• Fell guilty for not spending
parent job
more time with child

21. +
GENERATION X
 Internet, blogs and social media are a way of
life
 Helps maintain relationships and saves time
 Useful when communicating with this "on-the-
go" audience
 Motivated by their peers, donors frequently
share links with friends and research issues
online
 Time constrained like to participate in social events
 Support friends who are raising money
 Donate at point of sale, e.g. when buying groceries
 Give and participate in peer motivated events
Respond to something spontaneous
 Looing for affordable, easy way to give
 Respond to an integrated approach

22. + BABY BOOMERS
22
DEMOGRAPHICS
DONATE:
BORN: $4.6 billion
1946-1964 POPULATION: AMOUNT:
8.7 Mil $725 average
AGES: annual
48 – 66 contribution
PSYCHOGRAPHICS
• Keep their origins
and childhood
dreams in mind • Boomers want to make a Involved on a personal
• Want to recreate level and want to see
difference more directly
their “golden years” impact of their donations
as they begin to in the causes they
believe in (greater transparency)
retire

23. +
BEHAVIOURAL
 Interact with non-profits by e-mail
and read charity updates online
 Fastest growing user group on
Facebook
 Driven to a website by traditional
media, like a print ad
 49% of seniors (consumers who are
66 or older), rely on personal emails
to direct them to sites
 Rely on a referral on social media like
Facebook’s Sponsored Stories
 Skeptical about advertising claims
and want to bounce them off your
friends

24. + 24
CORPORATIONS
“WE BUILD COMMUNITY”
 Works consistently with charities,
especially housing related funds
and matches ideals of build6
 A National Partner of Raising the
Roof, Canada's only national
homelessness charity. Raising the
Roof works with grass-roots
agencies in communities across
Canada to find long-ter m
solutions to homelessness
 Generated $650,000 for local
and national solutions to
homelessness
 2 grants: Community Grants and
Affordable Housing Grants

25. + 25
CORPORATIONS
“CREATE A BETTER EVERYDAY LIFE
FOR THE MANY”
 World leader in sponsoring
individual fundraising products,
and providing support
 Two main focuses of projects
they accept: "children", and
"better living”
 Believe children are our future
 IKEA wants to give them the
opportunity to learn and grow in:
 Education
 Experiences
 Safety
 Improved environments
 Better Living

26. + OTHER CORPORATIONS
26
Corporations within the GTA for Boomers Campaign:
 Sport: GolfTown (10 stores in Toronto)
 Home: Ikea(4), Home Depot(9)
 Photography: Blacks Photography(22)
 Crafts: Michaels (8)
 Fitness: Goodlife fitness(16), Curves
 Instructional/Recreational: Community Centers will be targeted in
areas of the GTA in which demographic data suggests many
boomers live:
• Berner's Hall
• Wellesley • St. Lawrence
• Mount Dennis
• Seccord • Berner Trail
• Edenbridge
• SH Armstrong • Malvern
Centre

27. 27
IMPLEMENTATION

28. + 28
GENERATION X STRATEGY
 Greatly enjoy spending time with their
children
53
 Tie in theme of supporting children we will
be engage their children in a fundraising
campaign to gain support of parents
“WHAT IS HOME TO YOU?”

29. + ONLINE STRATEGY
29
buil 6 Build homes. Build childhoods.
HOME 1. Create a family profile
53
ABOUT
page
2. Choose 6 activities or
goals to complete for 6
KIDS weeks in summer with
family members (To Do list)
PARENTS Our family believes that
3. Set a pledge amount you
home means being with
aim to achieve
TEACHERS family. No child should
4. Parents send link to friends
be stripped away from
and family to ask for
DONATE the love of their family,
sponsor either through e-
friends, and community.
PRIZES mail or parent’s social
Please help us raise $x
media platforms
for foster children of
5. Tack funds and send
Moosonee
progress updates
6. Play online and printable
family educational games
7. At the end, link donations
to individual levels to
determine eligible prizes

30. Level 1
+ Min. Total $20 | Cost: $200 (8 prizes x $20)
30
$20 Prize: Two movie tickets
I Level 2
N $35 Min. Total $35 | Cost: $180 (6 prizes)
Prize: $30 Bookstore gift card
C53 Level 3
E $50 Min. Total $50 | Cost: $223 (5 prizes)
N Prize: $45 Family dinner gift card
T Level 4
$75 Min. Total $75 | Cost: $195 (3 prizes)
I Prize: $65 Toy Store gift card
V Level 5
E $90 Min. Total $90 | Cost: $160 (2 prizes)
Prize: $80 Electronic store gift card
S
Level 6
GRAND Highest level of donations | Cost: $357 (1 prize)
PRIZE
Grand Prize: 2 Night Stay at Great Wolf Lodge Niagara

31. + 31
OFFLINE STRATEGY
 Each goal take a
53 picture with family
members and add it
to fundraising profile
page
 Photos arranged to
form a home once all
levels are complete d
 Can be shared with
donors
 If parents permit
group photos in one
large collage online
and view other’s work
and share experiences

32. + 32
OFFLINE STRATEGY
53  Combine with
#campout2012
 Participants campout
for 50 hours to raise
awareness and funds
 Can take photos in
real-time to update
donors online
 Photos arranged in
shape of a home to
track progress

33. + 33
MARKETING COMMUNICATIONS
30% Estimated approval rate
48 YRDSB elementary schools
6 Weeks (mid-June to mid-August)
 Send educational material online and fundraising programs to 160
YRDSB schools in early June
 Ask teachers to distribute promotional material to class and fill out
registration form or present at each school
 We will also target community centers and public libraries
 Registered participants’ parents will receive e-mail updates and
encouraged to visit Facebook page. Also refer to promotional videos
 Generate at least 50% participation in each school

34. + 34
PROMOTIONAL
VIDEO

35. + 35
TARGET LEVEL OF PARTICIPATION
$395,000
Average number of students per school: 468
Target level of student participation: 35%
Number of participants per school: 164
Total number of participants: 7862
Target average donations collected: $50

36. + 36
BABY BOOMERS STRATEGY
 Wantto recreate their “golden years” as they
begin to retire
 Increasinglyadult children are moving back in
with their parents for financial reasons
 Adultsmay play a greater role in looking after
their parents in their old age
 Encourage Boomers to spend time with their
children by re-visiting hobbies and interests
“WHAT IS HOME TO YOU?”

37. + 37
ONLINE STRATEGY
buil 6 Build homes. Build childhoods.
53
1. Create a profile page
2. Choose 6 activities or goals to
complete for 6 weeks in summer with
family members (To Do list) or choose
from list of activities (corporations)
3. Set a pledge amount you aim to
achieve
4. Link to friends and family to ask for
sponsor either through e-mail or
parent’s social media platforms
5. Take photos at events and post using
app on Facebook, website and
Twitter
6. Tack funds and send progress
updates through social media
platforms and post updates on your
profile page i.e. as a blog

38. + 38
OFFLINE STRATEGY
 Each goal take a picture
with family member and
add it to fundraising
53 profile page and our
Facebook page
 Photos arranged to form
a home on our website
once all levels are
completed
 Can be shared with
donors
 If choose can have
photos grouped in one
large collage online and
view others progress and
engage in conversation.
Can vote for favourite
photograph compilation

39. + OFFLINE STRATEGY
39
FUNDRAISING EVENT
 Mid-August have
Boomers attend an
53 offline event celebrating
their achievements at
Nathan Phillips Square
during lunch hour
 Participants try to
arrange themselves to
form largest aerial-
photographed house
can hold up cellphone
with picture of their
family member.
 Large collage
photographs of all
participants available
for auction

40. + 40
TARGET LEVEL OF PARTICIPATION
$185,000
Number of locations to gain information: 83
Target number of participants: 740
Target average donations collected: $250
Target funds collected from auction: $1,000

41. + 41
CHECKOUT DONATIONS &
COMMUNITY CENTERS
Partnering with stores specializing in
hobbies and home furnishing. Place
checkout donation boxes at major retailers
and most popular form of donations by
Baby Boomers & Generation X
CHECKOUT DONATIONS Corporations also have the option of
making large sum donations to build6
directly
Encourage community centers to engage
in build6 fundraising campaign and get
involved in the photograph event.
Encourage member of community center
to get involved and encourage them to
visit our online channels. Most popular
COMMUNITY CENTER among Baby Boomers and generates
word of mouth

42. + 42
MARKETING COMMUNICATIONS
 Posters and pamphlets strategically
placed at community centers and
hobby stores (at checkout donation
centers)
 Advertising event in Metro newspaper
as read on subway by Boomer
population
 All link to website, Facebook page
encouraged to register
 Rely on earned media from the event,
will also try to contact News stations
when broadcast story on housing
shortage
 Possible appearance on news
channels to speak about campaign
and link to our website for additional
information

43. + 43
SAMPLE PRINT ADVERT

44. + 44
MARKETING COMMUNICATIONS
 Target key influencers online for
Generation X i.e. Blogs including
BlogTO and toronto.com update
readers of events in Toronto
 From earned media have article
of news websites their blogs,
twitter accounts
 For Boomers, Facebook sponsored
adverts and Google’s free charity
sponsored search
 E-mail campaigns and self-made and
co-created videos advertised on
Social Media Platforms (You-tube) and
Website

45. 45
TIME LINE

46. + 46
MAY 15TH – JUNE 1ST
 Develop social media and online content
 Create Facebook, Twitter, Youtube accounts, develop
website and Finish by June 1st
 Create promotional material including print and videos
video
 Develop children’s material for website and schools
distribution material
ONLINE  Share information with blogs, relevant websites
external to our own online activities
 Contact schools and get material approved and start online
distribution or presentations complete by end of month
 Contact corporations and community centers regarding
donation boxes and distribution of promotional material
 Start earned media do interviews on CBC news channel
and other news channels
 Approach urban center city halls about permits for using city
property for build6 fundraising event for Nathan Phillips
Square
 Once planned popularity levels are achieved, expand to
OFFLINE cities with large populations outside Toronto, but within
Ontario

47. + 47
JUNE 2nd – JULY 1ST
 All websites will heavily display the
promotional materials developed in the
previous months
 Set up bank account to process payments
 Process payments from online Gen X
ONLINE campaigns
 Fundraising event needs to be coordinated Ensure all
sponsors are on board and are willing to devote
resources for physical space
 Approach Media for event (i.e. blogs, news channels)
 Manage take down of fundraising event; ensure closure
of permits
 Store collaborators discussion continued the fundraising
event on their own social networks
OFFLINE  Begin negotiations with prizes suppliers and suggest
further collaborations

48. + 48
AUGUST 2nd - ONWARDS
 Shift online content away from build6 event. thank
participants, concentrate efforts on maintaining
high live of online donations
 Order prizes for Gen X winners and announce
winners online, wrap up campaign, thank all
participants and deliver prizes
 Develop further online interactions, challenges,
and opportunities for consumer developed to
maintain interest levels
ONLINE  Develop online challenge: find favourite
photograph from campaign, and write story of
how you explored new areas
 Update all participants of the results of their
donations
 Hold event at Nathan Phillips Square
 Be prepared to wrap up check out donations
 Ensure all money received is transferred to the
appropriate accounts
 Thank all corporate and community sponsors for
their time, efforts and contributions
OFFLINE  Thank all Boomers for their participation online

49. 49
GOALS AND
PERFORMANCE
MEASUREMENT
PLAN

50. + REVENUE BREAKDOWN 50
(CONSERVATIVE ESTIMATE)
Build6 Online Website
$580,500
Checkout Donations:
$39,840
Auction of Collage:
$1,000
Home Depot Affordable Housing Grant:
$25,000
Mobile Phone Applications:
$ 500 (500 downloads at $1 each)
TOTAL GROSS REVENUE:
$649,840

51. + 51
MEASURE: CRUDE RENEWAL
Number of donations from
active donor per month:
Number of donations in
Month x
Active donors as of May 15TH

52. + 52
THE FUTURE
 Promote campaign more heavily in the next school year to
generate more interest and donations
 Campaign can be run annually in order to provide more
homes for more children in need
 Campaign is only the start to addressing greater social issues
surrounding equality of Aboriginal Canadians – building 6
homes is not the full solution
 Goal is to spread awareness, educate Canadians and foster
better relations with the Cree people. We need to avoid
such human right violations from reoccurring
 Once brand awareness for our charity is created, continue
to pursue other fundraising efforts to help more children and
families for the long-term

53. 53
THANK
YOU!