Advisory to Rescuing Leftover Cuisine

Final Recommendations 4/30180 Degrees Consulting | NYU - Project Rescuing Leftover Cuisine

1 Where RLC Stands NowUnderstanding Individual Donors2

3 4

Leveraging Online Placement

5 Questions & Answers

Social Media Strategy

RLCs Donation Pipeline

Donation Page OptimizationMaking Impact Tangible

Refining Social Media with Data

Where RLC Stands Now

RLCs current situation

Fundraising Channels

Volunteer &Donor Engagement

Operational Efficiency

Understanding Individual Donations

Why do people donate?

Positive Interactions

CauseAlignment

PerceivedDifferentiation

Why do people donate?Perceived Differentiation

Cost Leadership

Hunger Elimination

Process Leadership

Social Media, Mobile

Technology Hunger Should Not Have a Weight Limit

Increasing technology uptake will allow non-profits to streamline these processes: service delivery, fundraising, and outreach

+

Why do people donate?Positive Interactions

How can RLC CommunicatePoints of Differentiation?

Positive Interactions

RLCs Donation Pipeline

RLC Donation Pipeline

Social Media Conversion


Website


WebsiteDonation Page

Donors

Social Media StrategyRefining Social Media with Data

Social Media RefinementAn Analytic Approach

T = 11:15 AM

EMV = 25.00%

Retweet = Y

Image = N

Hashtag = #foodwaste

Link = buff.ly


T = 1:00 - 2:00 PM

Follower Activity = 1-5 Tweets/Day

29% Following 1K-5K

Most Followed by 100-500

Optimal Hashtags = 1-2

Optimal Link = buff.ly


#foodwaste

T = 5:00 PM (by 275%)

Participants = 441

Potential Impressions = 7M

Most Active Tweeters are Known

Most Mentioned Tweeters are Known

Most Shared Links are Infographics


#foodwaste

Most Active Users

@realjunkfoodproject (169)Food-related NGO

@foodandcornwall (7)Food-related NGO

@greenisuniversal (7)NBCUniversal Food Initiative

@sugarsandphotography (7)Sustainable Cookbook Author in Seattle

@driftwoodgardens (6)Environmental gardener in the Jersey Shore

Social Media RefinementEQ > IQ

Optimizing EQ

Human HeadlinesHow You Can Help Fight Hunger

Conversational Format, TopicsOriginal: How to Combat the Hunger Epidemic

Quantitative Analyticshttp://www.aminstitute.com/headline/

ListsTen Things RLC Does Differently

Conversational: You, Too, can Help Fight Hunger

Social Media RefinementConcluding Thoughts

Implement Analytics

Identify and Engage Key Tweeters

Improve EQ of Tweets

Diversify Hashtags

Incorporate Images

Social Media RefinementAnalytics Tools: Twitter

Full-Stack Twitter Analytics

Analysis of Any Twitter Community

Best Times to Tweet

Best Hashtags to Use

Tweeters to Engage

Keywords to Use

Follower Intersections

Community Profiles

Social Media RefinementAnalytics Tools: Twitter

Social Media RefinementAnalytics Tools: Social Media Dashboard

Hootsuite Features

RLC can apply for a nonprofit discount online for up to 50% on Hootsuite Pro

Offers dashboard of social networks in one place

Hootsuite Pro starts from$9.99 a month

Enhanced analyticsto keep track of retweets,clicks, and more

Social Media StrategyLeveraging Online Placement

50%

Q

Optimizing Online Placement

of early adopters sway the early majority; they account for half of a new products sales

How to position it online to attract these early adopters (volunteers + donors)?

Early Adopters


Reduce your IT costs and help staff and volunteers

work together more effectively.

Reach and engage supporters through online advertising with AdWords

Google For Non-Profits

Tell the story of your organization or cause

through video on YouTube.

Visualize your cause and tell your story through Googles

mapping technologies.


Tell the story of your organization or cause

through video on YouTube.



Visualize your cause and tell your story through Googles

mapping technologies.



47% of Millennials spend more time reading about food online than in print

Food: the fastest-growing category (12mil); gets the most re-pins.

Engage current online followers, and also attract new, expanding online demographic

Impact metrics on a visual storyboard

>

All eyes on Pinterest

1 2 3

Social Media StrategyDonation Page Optimization

Donation Page Optimization

Global Giving Page: average donation size of $10-25 per donor

Americans give 3% of their income to charity a figure that has not changed significantly for decades.

In 2012, individual giving made up for 72% of charitable giving in America, giving $228.93 billion.

Opportunities for RLCs Donation Page

Give up your daily coffee and give a meal1

2

3 RLC can implement easy donation tools to integrate social media and a donation platform into one.

RLC can add suggested donation amounts to highlight average donation amounts to individuals.

Donation Page Optimization

92% of people trust recommendations from their family and friends (Nielsen)

Online Brand Ambassador

Program

JWT TRENDS FOR 2015

^

Capitalize on volunteer & donors networks (social payment)

: Integrate donors and social media into one

Venmo is becoming a standard for how modern customers think about peer-to-peer payments.

Venmos nonprofit account program is currently in private beta and is no longer accepting applications right now, but RLC can apply to become one in the future through a Google form

To be eligible, RLC must be listed as a nonprofit 510(c)(3), have a EIN (9-digit tax ID), and can send Venmo a bank statement or preprinted void check

Having a future Venmo page would connect RLC to a large pool of online donors and allow millions of Venmo users to donate with ease.

: All-in-one platform for RLCs donation page

Online and mobile fundraising for the modern non-profit, visually engaging

Crowdfunding, peer-to-peer, event registration & website donations all under one roof

Our patients and supporters tell us how easy it is to raise money on the platform. Classy is really cutting edge with online

fundraising

Emily Field Director of Development, City of Hope

Entry level plan is free with a 5% transaction fee. Options include a Starter plan and a Pro level plan

: Re-transform RLCs donation page

RLC can request a demo from Classy to get in touch with a fundraising strategist

Getting started:

Re-design:Classys platform will directly be connected to RLCs donation page where the interface will have a modern new look to visually engage donors

Classy can implement individual & group fundraisers, RLCs upcoming events, and provide impact info-graphics for potential donors

Demo: Basic PlanMultiple Payment Options

Social Media StrategyMaking Impact Tangible

Making Impact TangibleMetric Communication

Website-Posted Metrics of City Harvest, Philabundance, RLC, and a 4th Food Rescue

Making Impact TangibleBuilding a Metric Portfolio

Cred: McKinsey & Company

Making Impact TangibleUsing Metrics to Convey Growth

Parameters of Growth

New Volunteers Added

Volunteer Efficiency Improvements

New Endpoints for Food

New Restaurants Added

RLC Expansion Pipeline

Stretch Goals, and Associated Funds

RLCs Impact

Making Impact TangibleConveying RLCs Impact

Stories from Human BeingsExample: Because of Rescuing Leftover Cuisine, we had the moneyto teach my daughter piano, and now shes studying music in college.

Formula: # People served by RLC # Hungry People in NYC x 100

Example: RLC Achieved a 10% Reduction in hunger in our neighborhoods of service

RLCs Years of Engagement

Hung

er R

ates

(Per

cent

age)

Enables Projections

Statistics about Human Impact

Volunteers!Donations!Partnership! Each organization has

different metrics that are driven by a clear mission!

Alex Schultz!VP of Facebook!

http://bit.ly/growthMetrics!

RLCs clear mission aligns with donors. Moments of alignment are what drives conversion.!

Making Impact TangibleMetric Communication

Making Impact TangibleReal Time Updates Leveraging Snapchat in Two Ways

Create a Snapchat to show users real time updates of your food rescues to further engagement

The Snapchat story can highlight a bit.ly to bring Snapchat users to the landing page

This fun engagement can bring more potential volunteers and donors

1

Making Impact TangibleTranslating Donations into Impact Leveraging Snapchat in Two Ways

Use Snapchat to maintain recurring donors

Have donors follow Snapchat upon donating to RLC

Donors can see how their donations are translated into RLCs impact

2

Making Impact TangibleOffline Branding

BRAND RECOGNITIONTOIMPROVE AWARENESS

Summary of Recommendations

Increasing Individual Donations

Online Placement Donor Page Impact

Social Media

Analytics

Improvements Metrics

Offline Branding

Thank you! Q&A

Appendix I: Offline Placement

Engagement

Offline Fundraising Events Through newsletters, RLC can

include donation buttons and include upcoming fundraising/awareness events to subscribers to promote fundraising.

The site can implement a virtual online fundraiser for individuals and groups to create their own fundraiser for RLC.

RLC can also host local food drives to physically engage potential donors

Donations

Dollars to Impact RLC should highlight statistics to

donors about how the average donation translates into a specific impact

Aligned donors want their money to be used towards the cause and not operational materials

Donations online can only be made through PayPal or sending a check

Appendix II: Brand Democracy

Appendix III: Optimizing Online Placement

Reduce your IT costs and help staff and volunteers work together more effectively.

Improve online collaboration Store documents in the cloud:

30GB of storage across Gmail and Google Drive

Stay connected from anywhere; securely access data anywhere

Google Apps for Nonprofits is free for all members of Google for Nonprofits


Promote your organizations website on Google with in-kind AdWords advertising

Choose relevant keywords and creating unique ads

Track online donations, newsletter sign-ups, volunteer registrations etc.


Tell the story of your organization or cause through video on YouTube.

Free, enriched version of YouTube just for nonprofits

Drive viewers to action by placing a Call-to-Action overlay (donate now, live streamings, video annotations)

Customize the look & feel of your channel with your organizations logo and branding

Visualize your cause and tell your story through Googles mapping technologies.

Custom map of your project sites Create a narrative Google Earth

movie and make it available on YouTube (cross platform)

Host geospatial data online with Maps Engine & publish polished maps to the web with a Google Maps Engine grant*

Collect data in the field with Android devices and map your data

Demo SlideDemo Slide

Appendix IV: Donation Page OptimizationTracking Progress

Advisory to Rescuing Leftover Cuisine

Documents

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