Michigan Marketing Minds - June 10, 2014 - Making Marketing Work for Your Nonprofit

Advancing your Non-profit:Making Marketing Work

June 10, 2014

Mission & History Food Gatherers exists to

alleviate hunger and eliminate its causes in our community.

Founded in 1988 by Zingerman’s Deli

First food rescue program in Michigan and among the first six in the United States

Member of Feeding America

Food GatherersThe food rescue program and food bank serving Washtenaw County

A network: local, state and national

1in 7 people struggle with Hunger in Washtenaw County (46,850)

21% of those we serve are kids (10,060 kids)

Fresh Matters: 55% of total distribution is produce, protein or dairy

Food Gatherers’ programs that serve children Summer Food Service

Programs – 5 sites

“Good Food for You”: A healthy food distribution at local schools – 5 sites

Community Kitchen Job Training Program – 2 sessions a year

A network of 150 non-profit programs that serve families with children

Mail

Website/Social Media

Ads

Event Marketing

June 10, 2014

Corner Health Center

47 N. Huron Street

Ypsilanti, MI 48197

734.484.3600

www.cornerhealth.org

Facebook.com/cornerhealth

Twitter.com/thecornerhealth

The Corner’s Mission

To empower young people, ages 12 through 21, to make healthy choices now and in the future by providing high quality primary health care, education and support for adolescents and their children without regard to income level.

Medical Director, Kathryn Bondy Fessler, MD, PhD, cares for a patient and her baby.

Services

Health Care:• Well Visits – Physicals and

Immunizations• Sick Visits – Treatment for

Sore Throat, Asthma and Other Illnesses

• Reproductive Health – Birth Control, STD Treatment, HIV Testing and Pregnancy Care

• Care for Children of Young People Under 22

Uche George, MD, with a patient.

Services

Integrated Mental Health Care:

• Short-term Therapy• Crisis Counseling• Psychiatry• Stress Management• ADHD• Eating Disorders• LGBTQ Support

Social Worker, Catie Martin, LMSW, counsels a patient.

Services

Support:• Insurance Application

Assistance• Counseling for Healthy

Living• Weight Management• WIC (Women, Infants, and

Children) Supplemental Food Program

• Food Pantry

Patient Advocate, Lori Partin, assists a patient.

Services

Education and Youth Programs:

• Community Workshops• Youth Leadership Council• Theatre Troupe Peer

Education Program• Classes in fitness, nutrition,

parenting, childbirth, breastfeeding, and infant safe sleep

• Stress Management Group

Theatre Troupe performance on dating violence

2013 Patient Data

• 1,400 patients treated• 5,600 visits• 14,000 clinical

services provided• 89% patients at or

below the poverty level

• No one turned away for inability to pay

June 10, 2014

June 10, 2014

For nonprofits, marketing is an issue of stewardship.

June 10, 2014

Michigan Marketing Minds

Next Program:July 8thSummer Marketing Workshops

June 10, 2014

Logo Before Rebranding

In use from1999 - 2009

Before Rebranding

Before Rebranding

Old Poster Old Brochure

Brand Attributes

YOUTHFUL

RESPECTFUL

TRUSTWORTHY

WELCOMING

FRESH FRESH 

FRESH

TEEN-FRIENDLY

TEEN-FRIENDLY

ENTHUSIASTIC

MULTICULTURAL

NONJUDGEMENTAL

COMPASSIONATEDIGNITY

CONSIDERATE

CONVENIENT

SUPPORTIVE

CONFIDENTIAL

ETHICAL

EASY-TO-USE

APPROACHABLE

EXPERIENCED

SAFE

Brand Attributes

RESPONSIVE

After Rebranding

Target Audiences

After Rebranding

After Rebranding

After Rebranding

After Rebranding

New PosterNew Brochures

After Rebranding

Corner Billboard

After Rebranding

Facebook.com/cornerhealthTwitter.com/thecornerhealth

www.cornerhealth.org

Advertising Community Agency

Online Family/Friend Other Theatre Troupe

23

51

31

105

38

0

24

4739

122

24

211

51

35

115

121

New Patient: How did you hear about us?

FY13 Q4 FY14 Q1 FY14 Q2Source: Athena New Patient Registration Jul 1, 2013 – Mar 31, 2014