Our Family Services

Project Report
October 30, 2017

The Wolves of Helen Street

Jack Auslen jauslen@email.arizona.edu
Jianna LoCricchio (team lead) jclocricchio@email.arizona.edu
Kevin Nguyen khanhnguyen@email.arizona.edu
Brice Phebus bphebus@email.arizona.edu
Tommy Sayre tsayre46@email.arizona.edu
 Contents

Executive Summary...2

Situation.4

Background... 4

Analysis......4

Recommendations......6

Response.....7

Appendix A...10

Appendix B...11

Works Cited..12

1
Executive Summary
Situation
Our Family Services (OFS) is a local nonprofit based in Tucson, Arizona that provides shelter
and support to homeless youth and families. OFS also offers help through counseling, education
and skill building services for the elderly and adults with disabilities. The organization requested
our assistance to restructure its fundraising strategies to expand its donor base to target
millennials. We defined the target market, millennials, as individuals in the Tucson area ranging
from 18-35 years old.

Through our value proposition, we will use our research and analysis of the findings to provide
specific strategies for OFS to effectively approach millennials, who ideally turn into lifetime
donors and volunteers. Two main opportunities for OFS to expand into the millennial target
market are through activity-based fundraising events and online fundraising. For activity-based
events, volunteers and donors can witness the work OFS is accomplishing and the direct impact
on the service recipients. Online fundraising will not only make it easier for millennials to
donate, but also incentivize them with rewards.

Background
OFS requested that our team find new ways to reach a younger demographic of donors. To reach
a younger donor base, our team was tasked with revamping OFS current fundraising event.
OFS current fundraiser, the Spring Luncheon, struggles to reach Millennials. Our team decided
to create a different fundraising approach for OFS.

Utilizing an online donation platform will make donations convenient for Millennials. Prizeo is
a charity network that provides a platform for celebrities to raise money for a cause the celebrity
believes in.

Creating an experience, and showing that Millennials can make an impact, is effective in enticing
Millennials to donate. An annual fundraising event that creates an emotional attachment between
Millennials and OFS is instrumental in targeting a younger demographic.

Analysis
For millennials, supporting and raising awareness about a cause on the phone is a fast and simple
way to contribute, at the same time, display a kind self-image in social media. Peer influence
plays also a big role in spreading an appealing message throughout the entire network.

Organizations who succeeded in getting the millennials involved are very active on social media,
have a simple but attractive website with mobile view, and support various online payment
methods to facilitate the process.

For activity-based event, research on local walk/run events show that revenues of these events
have increased steadily since 2014, and that the University of Arizona provides resources for a
walk/run with stable costs.

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Recommendation
We have two recommendations for Our Family Services to help reach millennials as their target
market. Our first recommendation for OFS is to incorporate an online fundraising strategy to
actively engage and directly advertise to the millennial market. Our second recommendation for
OFS is to eliminate its annual luncheon and replace it with an activity-based fundraiser.
Specifically, we recommend that OFS incorporate a prize-based, online fundraising strategy.
This will be beneficial as it will easily reach Millennials and can be shared through social media.
We also suggest that OFS hold a walk/run fundraiser on November 10th, 2018, starting at 10AM
on the University of Arizona mall. This fundraiser will encourage families to get outside and
exercise for a cause while raising awareness for OFS and bringing in new donors.

Response
Our groups first recommendation, Recommendation I, is for OFS to incorporate an online
fundraising strategy. The main goal of initial online fundraising efforts is to raise organization
awareness and build up the online supporter base of millennials. Online fundraising events can
be launched to complete a specific goal at a specific time period. We propose that OFS start an
event for this Christmas, namely A Warm Christmas for Homeless Children. Some important
factors that are considered in Recommendation I include the following:

1. Goals
2. Flyers
3. Amount of Donations
4. Method of Accepting Donations
5. Method of Distributing Prizes

Recommendation II consists of hosting a walk or run on the University of Arizona (UA) Mall
and is made up of four action-orientated phases. This recommendation also includes cancelling
the annual Spring Luncheon. This response section contextualizes the actions entailed of each
phase. Appendix A lists the contact information of UA Department representatives that OFS will
need to correspond with leading up to the event. Appendix B of this report contains an overview
of deadlines that need to be met leading up to the day of the walk or run. The following phases
need to be conducted in this order:

1. Event Logistics and Costs

2. University of Arizona Mall Reservation
3. Current Donor and Corporate Sponsor Communication
4. Fundraiser Marketing

3
Situation
Our Family Services (OFS) is a local nonprofit based in Tucson, Arizona that provides shelter
and support to homeless youth and families. OFS also offers help through counseling, education
and skill building services for the elderly and adults with disabilities. The organization requested
our assistance to restructure its fundraising strategies to expand its donor base to target
millennials. We defined the target market, millennials, as individuals in the Tucson area ranging
from 18-35 years old.

Through our value proposition, we will use our research and analysis of the findings to provide
specific strategies for OFS to effectively approach millennials, who ideally turn into lifetime
donors and volunteers. Two main opportunities for OFS to expand into the millennial target
market are through activity-based fundraising events and online fundraising. For activity-based
events, volunteers and donors can witness the work OFS is accomplishing and the direct impact
on the service recipients. Online fundraising will not only make it easier for millennials to
donate, but also incentivize them with rewards.

Background
OFS requested that our team find new fundraising strategies to reach Millennials. OFS current
fundraiser, the Spring Luncheon, struggles to reach Millennials and accounted for only 1% of its
revenue in 2016. According to its 2016 annual financial report, 68% of OFS revenue stream
came from government grants and contracts.
Our team decided to create an entirely new fundraising event to best reach Millennials.
According to the 2012 Millennial Impact Report, 47% of Millennials would prefer to donate
their time to an organization, and 37% of Millennials would give both their money and time to an
organization. According to the Millennial Impact Report, by a margin of more than two-to-one,
Millennials who donate time to an organization are more likely to make a monetary donation.

Prizeo is a platform for celebrities to raise money for a cause by offering an experience with
them such as a shopping trip. This idea can be beneficial in helping OFS reach Millennials. The
Millennial Impact Report states that 25% of Millennials are more likely to pay, or donate, for an
experience rather than a product. Since 2013, Prizeo has raised ten million dollars for nearly 100
charities (Prizeo).

Offering an impactful experience will entice Millennials to donate both time and money.
According to the 2013 Millennial Impact Report, Nearly 70% of Millennials surveyed are
willing to raise money on behalf of a nonprofit they care about. In fact, 64% of millennials
fundraised through an activity-based fundraiser in 2014. An annual fundraising event that creates
an emotional attachment between Millennials and OFS is instrumental in targeting a younger
demographic.

Analysis
Millennials consider the internet and mobile technology essential to everyday life. Supporting
and raising awareness of a cause on the phone is a fast and simple way to contribute. Doing so,
millennials also display a kind image on social media. Elefund succeeds in leveraging these
mobile technology factors. The company makes contributing and sharing a donation easy with
few clicks at the end of an online shopping trip. On the other hand, Venmo is a mobile app that
highly facilitates the ease of use and access when someone wants to quickly make a donation. It

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proved to be the significant factor in some schools successful fundraising campaigns targeting
their millennials alumni (Bergman).

Peer influence is instrumental in spreading awareness. The ALS fundraising strategy for the Ice
Bucket Challenge emphasized large quantities of micro donations. These micro-donations were
facilitated by a compelling action that evoked peer influence. In 2014, the ALS Ice Bucket
Challenge raised $115 million in 8 weeks (ALS Association) with over 3 million donations each
averaging $40 (Diamond). A compelling action does not have to be a verbal or physical
expression. It can consist of prizes such as Prizeos online donate-and-win service, or volunteer
opportunities that millennials are eager to participate in.

Marketing resources should focus on the recruitment phase to get millennials involved.
Organizations that succeed in this strategy are active on social media, have a simple website with
mobile view, and support various online payment methods. For example, ALS is active on all
social media platforms. Its website is simple and appealing, providing its mission statement,
current research, personal stories and volunteer opportunities on the main page. An embedded
donation button is available throughout the entire website. Visitors can also share information on
social media with ease.

Figure 1: Revenues and costs of the Ronald McDonald Walk for Kids in 2014 and 2015 and of the Hunger Walk from 2014 to 2016

A successful example of an activity-based event is the Ronald McDonald Walk for Kids. This
events revenue increased from $88,603 in 2014 to $127,011 in 2015 while the costs stay stable
at around $25,000. Another local event is the Hunger Walk from the Community Food Bank.
Revenues - costs of this event from 2014 to 2016 are $78,784 - $25,088, $96,449 - $36,880, and
$184,280 - $90,072. These numbers show two important information. First, revenues of both
events have increased steadily over the year. Second, the cost of the Ronald McDonald Walk for
Kids remained stable because the event use resources from the University of Arizona while the
Hunger Walks expenses significantly increased because the Community Food Bank uses other
resources.

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Recommendations
When focusing on targeting millennials as OFS new donor market, we have two
recommendations that would help OFS effectively do so. Our first suggestion is for OFS to
incorporate an online, prize-based fundraising strategy to help actively engage the millennial
market and to advertise to them directly. Our second recommendation is for OFS to eliminate
their annual luncheon and replace it with an activity based fundraiser.

Online Fundraising
A fundraising platform idea that OFS could adopt is one similar to the idea of Prizeo. Prizeo is a
prize-based fundraising platform that offers a chance to win a prize when you donate to a
specific cause. The platform of Prizeo is celebrity-endorsed and it offers an experience for you to
win when you donate to a cause. Some of the prizes require a minimum donation amount, but
some can be entered with any donation amount. The idea of Prizeo as a fundraising strategy
would be easy for OFS to adopt. To offer prizes, OFS could reach out to different hotel or spa
locations to ask for free or discounted getaways or spa treatments. Once OFS has a prize to offer,
OFS can post on social media to help engage the millennial market and encourage OFS target
market to donate and enter to win the prize. OFS would be most successful with a low minimum
donation because it would be easy for the younger generation to donate and it will encourage
more people to join the cause and enter to win. Also, after donating, millennials can then post to
their social media accounts to advertise to their friends and family, thus, spreading the word
about OFS and hopefully encouraging more people to donate.

Activity-based Fundraiser
Our second recommendation to help OFS target the millennial market is to eliminate the annual
luncheon and replace it with an activity based fundraiser such as a walk or run. A walk/run
fundraiser would engage a younger market and is easy for families and the younger generation to
participate in. Millennials are an active generation so this type of fundraiser is very appealing
and not difficult to host.

In Arizona, the weather is warm so we think that it would be best to put on a walk/run in
November and around 10 am as it should be a comfortable temperature for an outdoor workout.
Also, November is closer to the giving season but isnt too close to the holidays so people
dont feel overwhelmed and are more likely to be in town. Specifically, we suggest that the walk
should be on November 10th, 2018 on the University of Arizona Mall. Currently, there are no
other fundraising walks scheduled for that day and according to the University of Arizona
Student Union Events website, the campus mall isnt already reserved. We think that it would be
beneficial for OFS to change from a spring based fundraiser because there are too many
fundraisers around that time, and people have already given their money to other causes.
With the University of Arizona being such a big part of the economy and the culture in Tucson,
it would be beneficial to have the walk/run on the campus. This would help draw the college
students to OFS cause, and it is a centrally located. We recommend that OFS charge a $30
entry fee as it would be enough to help offset the permit fee (around $500) and the cost of a t-
shirt, which normally ranges from $6-$8 depending on the quantity ordered. T-shirts are also
great advertisement for OFS because people will wear them around Tucson with OFS name and
logo to help promote the nonprofit and gain awareness in the community.

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OFS could reach out to local restaurants to get food and water donated to help keep the cost of
the event low. Millennials love to be involved with their cause, so if the opportunity to volunteer
in the event is presented, millennials will feel like they are donating more to OFS. It is an easy
way to get millennials involved as well as helping OFS raise awareness. To register for the event,
online registration is free to use and can be easily linked to social media. This would be a simple
process and would help keep the walk/run organized. After registering for the event, participants
can share their registration on their social media, advertising to friends and family. With that
advertisement, there can be a link that allows people to donate to the cause without participating
in the race if they dont want to.

OFS can raise money through registration fees, corporate sponsorship (logos on t-shirts, or
stations throughout the course), online donations from social media advertisement from
participant shares, or other donations made to OFS. OFS can use the same system of inviting
corporate sponsors to the event and having them bring participants and their families to enjoy the
activity fundraiser.

Response
Recommendation I - Fundraising on Social Media with Prizes
The main goal of initial online fundraising efforts is to raise awareness about the organization
and build up the online supporter base of millennials. Online fundraising events can be launched
to complete a specific goal at a specific time period. We propose that OFS start an event for this
Christmas, namely Warm Christmas for Homeless Children. Following are important factors
of this event:

Goal: OFS can set a fundraising goal for homeless children or youth by calculating the
cost and desired quantity of the fundraising goal. The gift can be physical, a special
event, or both.
Flyer: an online flyer with an appealing message and a brief value proposition. An
example would be describing a goal that consists of distributing a number of gifts to a
certain number of children and youth. The flyer should be tailored for mobile view.
Optionally, the flyer can also be printed out and distributed at places on campus, or at
local businesses.
Amount of donations: can be any multiplier of $5. We aim for smaller donations and
participants spreading awareness of OFS through social media networks
Method of accepting donations: Paypal and Venmo are highly recommended. There must
be a method that allows mobile money transfer.
The prize: OFS will work with current sponsors or prospective sponsors to decide on a
prize. Potential prizes could be a gift card for Christmas shopping with the message, A
Gift for You and a Gift for a Homeless Child, or a New Years weekend trip to a resort
with the message, A Trip for You and a Gift for a Homeless Child.
Method of deciding the winner: one dollar equals one ticket and winner will be chosen by
a randomization of number from one to the amount raised.
The prize will be given out regardless of the amount of money raised. The goal might not
be reached, but a follow-up campaign will follow with the winner.

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Recommendation II - Activity-Based Fundraiser
Recommendation II consists of hosting a walk or run on the University of Arizona (UA) Mall
and is made up of four action-orientated phases. This recommendation also includes cancelling
the annual Spring Luncheon. This response section contextualizes the actions entailed of each
phase. Appendix A lists the contact information of UA Department representatives that OFS will
need to correspond with leading up to the event. Appendix B of this report contains an overview
of deadlines that need to be met leading up to the day of the walk or run. The following Phases
need to be conducted in this order:

1. Event Logistics and Costs

2. University of Arizona Mall Reservation
3. Current Donor and Corporate Sponsor Communication
4. Fundraiser Marketing

Phase 1: Event Logistics and Costs

OFS should begin planning for the fall fundraiser event no later than December 1, 2017. Per
reference with the University of Arizona Student Union Events website (UASUE), it costs $500
to rent space on the UA Mall. OFS will utilize the UA Facilities and Management services to put
on the event. Event preparation costs include renting chairs, tables, speakers and the labor
required to set up those items. Based on the Walk for Kids 2016 financial report, $25,496 dollars
were devoted to event preparation costs so OFS can expect to incur similar costs to put on the
fall fundraiser. OFS will also have to take into account the cost of an on-site emergency medical
crew. Per reference with a representative from UA Emergency Medical Services, a first aid
medical tent charges $70 per hour so OFS can expect to devote roughly $280 dollars towards
medical costs for the event.

Key Dates for Phase 1:

OFS will need to request campus road closure along the UA Mall by October 19, 2018,
three weeks before the fall fundraiser on November 10, 2018
Arrangement of UA Facilities and Management Services must be made by October 29,
2018, ten business days before the fall fundraiser
Proof of Insurance will need to be submitted by October 29, 2018, ten business days
before the fall fundraiser
Contact UA Emergency Medical Services to arrange for a first-aid medical tent by
November 3, 2018, seven days before the fall fundraiser

Phase 2: University of Arizona Mall Reservation

Once OFS figures out the costs and logistics of the fall fundraiser event, OFS must reserve space
on the UA Mall to hold the fall fundraiser. Reservations for space on the UA Mall are based on a
first-come, first-serve basis. In order to reserve space on the UA Mall, OFS first step is to
submit a Commercial and Campus Mall Activity Request Form with all necessary signatures to
the UA Mail Scheduling Office. When OFS has planned out the logistics of the fundraiser, OFS
must meet with the Campus Use Coordinator to explain the plans for the fundraiser. The Campus
Use Coordinator will then contact the department representative who need to sign the Activity
Request form. The activity request form takes three weeks to approve, so OFS will be notified if
the Activity Request Form was approved the week of February 22nd.

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Key Date for Phase 2:
February 1, 2018- Meet with Campus Use Coordinator and submit Campus Activity
Request Form to the UA Mall Scheduling Office

Phase 3: Current Donor and Corporate Sponsor Communication

Once OFS secures a reservation on the UA Mall, OFS must contact OFS current donors and
corporate sponsors beginning February 24th and ending no later than February 28th. OFS must
provide current donors and corporate sponsors a timely cancellation notice of the Spring
Luncheon. Additionally, OFS can use this opportunity to garner awareness of the new fall
fundraising event. OFS corporate sponsors assisted in underwriting the costs of OFS Spring
Luncheon last year. At this time, OFS will also ask the corporate sponsors if OFS can rely on the
corporate sponsors to assist in underwriting the cost of the fall fundraiser. OFS can also ask the
corporate sponsors that provide food service, such as Quik Trip, if the corporate sponsors would
be willing to provide free food and beverage vendorship for the event. In return, the corporate
sponsors would receive significant space and recognition on OFS advertisements for the event.

Key Date for Phase 3:

February 24-28, 2018- Contact OFS current donors and corporate sponsors

Phase 4: Fundraiser Marketing

OFS should advertise the fall fundraiser using OFS website, email, and flyers. OFS will create
the design and content of the advertisement for the fall fundraiser. The fundraiser advertisements
must also provide recognition of the corporate sponsors helping underwrite the event. OFS
should start working on the brand design in January and have a completed product by February
15, 2018. OFS will then submit samples of both online and paper advertisement to the UA Mail
Scheduling Office for approval. Any additional advertisements created must be approved by the
UA Mail Scheduling Office three weeks before the event.

OFS can then post the advertisement on OFS company website to keep current donors and
sponsors up to date on the upcoming fundraiser. On September 20th, OFS will contact young
professional network groups, such as the Young Professional Network of Tucson, to provide
details of the upcoming event and refer the young professionals to sign up. OFS will also post
flyers at various campus locations and restaurants near campus. OFS will then contact University
of Arizona student clubs to inform the clubs about the event. OFS should contact the student
clubs and post flyers around campus starting on October 15th and continue advertising until the
day of the fundraiser.

Key Dates for Phase 4:

January 5, 2018 - Begin workshopping both online and paper advertisement samples
February 15, 2018 - Submit advertisement samples to UA Mall Scheduling Office
March 1, 2018- Post fundraiser advertisement on company website
September 20, 2018 to November 1, 2018- Reach out to young professional networks in
Tucson to market the fundraiser
September 20, 2018- November 9, 2018- Post flyers around campus, surrounding
restaurants and reach out to UA student clubs

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 Appendix A

Phase 2: University of Mall Reservation

Campus Activity Request Form Signatures and Contact Information

1) Facilities Management Special Events

a. Contact Information: Steven Natale
b. (520)-621-4701
c. stevennatale@email.arizona.edu

2) Director of Catering
a. Contact Information: Director of Catering
b. (520)-621-1989
c. jonl@email.arizona.edu

3) Event Planning Office

a. Contact Information: Event Planning Office
b. (520)-621-1989

4) Special Events Parking

a. Contact Information: Mike Wallace
b. (520)-621-3710

5) Barricades & Routes

a. Contact Information: Elisa Tapia
b. (520)-621-3300

6) Director of Trademarks & Licensing

a. Contact Information: Alixe Holcomb
b. (520)-626-3077

7) Security
a. Contact Information: Associate Dean Kathy Adams Riester
b. (520)-621-2426
c. Contact Information: UAPD Representative
d. (520)-626-6728

8) UA Bookstores Director
a. Debby Shively
b. (520)-621-2426

9) Risk-Management Insurance Officer

a. Herb Wagner
b. (520)-621-0846

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 Appendix B

1) Begin Planning Event Logistics

a) When: December 1, 2017- January, 31, 2018

2) Begin workshopping online and paper advertisements

a) Deadline: January 5, 2018

3) Meet with Campus Use Coordinator and submit Campus Activity Request Form to the
UA Mall
a) Deadline: February 1, 2018

4) Submit advertisement samples to UA Mall Scheduling Office

a) Deadline: February 15, 2018

5) Contact OFS current donor and corporate sponsors

a) When: February 24, 2018-February 28, 2018

6) Post fundraiser advertisement on company website

a) Deadline: March 1, 2018

7) Reach out to young professional networks in Tucson

a) When: September 20, 2018-November 1, 2018

8) Post flyers around campus, surrounding restaurants and reach out to student clubs
a) When: September 20, 2018 - November 1, 2018

9) Request campus road closure along the UA Mall

a) Deadline: October 19, 2018

10) Arrange UA Facilities and Management Services

a) Deadline: October 29, 2018

11) Submit Proof of Insurance to UA Mall Scheduling Office

a) Deadline: October 29, 2018

12) Contact UA Emergency Medical Services to arrange for an on-site, first-aid medical tent
a) Deadline: November 3, 2018

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challenge.html?referrer=https://www.google.com/

Berman, J. (2017). Venmo Us! Why More Charities May Soon Be Asking For Your Money
With This App. Market Watch. Retrieved from
https://www.marketwatch.com/story/venmo-us-my-high-school-is-using-an-app-to-ask-
former-students-for-money-2017-07-12

ChronoTrack (2017). Calculating Your Costs: How to Create a Race Budget. Retrieved October
29, 2017, from https://www.chronotrack.com/blog/calculating-costs-create-race-budget/

Community Food Bank of Southern Arizona. (2015). Audited Financials Statements 2014-2015.
Retrieved from
http://www.communityfoodbank.org/Portals/0/adam/Content/8wQlQ1gYZEOcOEF0ovS
phw/Files/CFB%202015%20Audited%20FS_0.pdf?ver=2017-05-31-090041-334

Community Food Bank of Southern Arizona. (2016). Audited Financials Statements 2015-2016.
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http://www.communityfoodbank.org/Portals/0/adam/Content/D73jZQnm806JLu2TKwrV
lw/Files/Community%20Food%20Bank%20F%20S%20%20-%20FYE%206-30-16%20-
%20ES.pdf?ver=2017-05-31-090204-284

Diamond, D. (2017). The ALS Ice Bucket Challenge Has Raised $100 Million -- And Counting.
Forbes. Retrieved from
https://www.forbes.com/sites/dandiamond/2014/08/29/the-als-ice-bucket-
challenge-has-raised-100m-but-its-finally-cooling-off/#6a13c45d5cfb

Elefunds. (n.d.) Retrieved from https://elefunds.de/

Key Takeaways. (n.d.). Retrieved October 29, 2017, from http://www.themillennialimpact.com/

Our Family Services. (2016). Our Family Services 2015-2016 Annual Report. Retrieved from
http://www.ourfamilyservices.org/documents/OurFamilyServices2015-
2016AnnualReport.pdf

Prizeo. (n.d.). Retrieved from https://www.prizeo.com/

Ronald McDonald House Charities of Southern Arizona. (2015). Audited Financials Statements
2014-2015. Retrieved from https://rmhctucson.org/wp-content/uploads/2015-RMHCSA-
Audited-Financials.pdf

Walking Events in Tucson, AZ. (n.d.). Retrieved October 29, 2017, from
https://www.active.com/tucson-az/walking

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