Presentation Transcript

1. Rock of Ages

   Rappahannock Area Agency on Aging
2. About the RAAA Est. 1976, serving Planning District 16 Executive Director: Leigh Wade Board of Directors: 10 members who represent each of the jurisdictions within Planning District 16 Mission: Enhance the quality of life for all older citizens by promoting and assuring a high level of service attainable for every older person, which in turn will provide the opportunity to live a more dignified and meaningful life Programs & Services focus on: Socialization Healthy environment and nutrition Assistance & advocacy for Medicare & Medicaid Emergency funding assistance Transportation assistance Other general information and resources for the community
3. Project Summary and Opportunities Senior population (generally defined as 65+) expected to double by 2030 Need for accessible, visible and community-oriented aging services is growing RAAA must be prepared for this growth while also ensuring that they continue providing adequate services allowing people to age gracefully RAAA’s current operating model is challenged by outdated marketing and branding that hasn’t been changed in over 40 years Necessary shift towards private funding sources with available government funding decreasing
4. Statement of Need Our project addresses three critical issues: Analyze Demographic Need: Include projected growth for strategic planning Develop Marketing & Brand Structure: Based on internal and external customer feedback Identify New Funding Sources: To ensure resources as government funding diminishes
5. PROJECTED SENIOR GROWTH Senior population is expected to grow by 10,000 in Stafford and Spotsylvania Counties by 2018 Consider the location of Senior Cafés and services for the future. Source: Truven Health Analytics
6. INTERNAL AND EXTERNAL SURVEYS
7. INTERNAL SURVEY PURPOSE Gauge how aware the staff and board are of the agency’s mission, goals and direction in their service to the community; Gain a better understanding of the culture and environment in terms of overall satisfaction, buy-in to the mission, leadership and investment in the agency’s success; To provide a voice to staff, to hear what is important to them in term so the agency’s current form and its new direction.
8. INTERNAL SURVEY(28 respondents)
9. INTERNAL SURVEY(28 respondents) Current name is a mouthful! A “New Direction”: The Need For Updated Website, Media, Marketing, Logo, Name and Fundraising 100% indicate that an updated web presence is crucial 100% recognize the need for improved media and marketing 100% support an improved, updated logo 94% support changing the organization’s name 100% state that improved fundraising is critical to the agency’s future Lets move away from the government look and feel! We need to distinguish ourselves! Vibrant! Exciting! We need to change our image in the community! Something new and refreshing! A brand and name to reflect the qualities of aging!
10. INTERNAL SURVEY(28 respondents) Other Thoughts From Staff And The Board VERY SUPPORTIVE of the new leadership EXCITED about taking the agency in a new direction POSITIVE environment, feeling like a TEAM for the first time in a long time Desire open communication, more training, additional support (e.g. HR, IT) Is the agency achieving success with limited funds within a large footprint? Concern over programs and services that have long waitlists, are under-funded and under-staffed, while other programs are under-utilized
11. EXTERNAL SURVEY PURPOSE Gauge how much the community knows about RAAA’s services and programs; Determine if they currently utilize, or would consider utilizing, the agency’s services and programs; Gain a better understanding of the needs of the aging population, both now and in the future; Determine what programs and services are MOST important to the community’s aging population
12. EXTERNAL Survey Results(408 Total Responses)
13. EXTERNAL Survey Results(408 Total Responses) Key Points 14% of respondents currently use RAAA 89% would use the agency if there were a need 91% would recommend the agency 96% state that convenience to services and programs is important
14. EXTERNAL Survey Results(408 Total Responses) What Services and Programs Are Most Important To The Aging Population?

15. Now what?

16. Current RAAA Services COMPAS Program Emergency Assistance Emergency Home Repair Program Fan Care Program Home Delivered Meals Homemaker Services Information and Referral Insurance Counseling (VICAP) Legal Services Senior Cafes Older Workers Employment Program Ombudsman Program Pet Food Program SeniorNavigator Program Telephone Reassurance TRIAD Transportation Virginia Food Stamp Application Assistance Weatherization Assistance Program
17. Stress!
18. Narrow the Scope Provides clarity Allows for focus Become the expert May have to turn away some customers Can always add more later
19. EXTERNAL Survey Results(408 Total Responses) What Services and Programs Are Most Important To The Aging Population?
20. Now we can really focus our attention!
21. Focus on What? Establish goals Growth Revenue production Fee based Fundraising Branding Marketing
22. Agency Direction
23. Common Goals
24. Develop with Team Mission Vision Core Values Long term goals (BHAG 3-5 years) Annual goals Quarterly goals
25. Communicate
26. Communicate
27. Communicate Some More
28. Chart goals
29. Communicate Progress
30. Celebrate Successes
31. MARKETING & BRANDING Update Image – Less Governmental, More Modern Not changed since inception Consistency of the brand and message All Media, Instant recognition Focus on core services and programs Top five – need/want Targeted Market Appeal to users and seekers Using more technology and social media Update and utilize existing media Sponsors, links, etc. Raise awareness of fund development opportunities Showcase events and opportunities Community opportunities, financial/volunteer
32. The New Brand, Newsletter, and Brochure
33. Websites Comparison
34. FUNDRAISING
35. Fundraising Plan Goals: Build sustainability by reducing reliance on project grants, and building renewable sources of income such as corporate sponsors, major donors, special events and sales. Increase board involvement in fundraising.
36. What is it? A 10 page document that outlines 9 fundraising activities and strategies for implementation. Category: Goal:Income: Cost: When: Who: Strategies:
37. What does it do? Serves as a road map by establishing a range of ideas that can be pulled into a one or five year plan. Allows the organization flexibility in implementation and room to customize their plan. Generates new ideas for fundraising with action steps of how to achieve those ideas.
38. Fundraising Activities Foundations Government Grants Corporate Sponsors Special Events Major Donor Contributions Board Engagement Workplace Giving Sales Planned Giving
39. Example: Corporate Sponsors Goal: Build a base of business donors by securing sponsorships and major gifts. Income: $ Cost: Staff time, printing, mailingWhen: Rolling Who: Board, Angie, Leigh Strategies:1. Identify and determine individualized cultivation plan for business donors. 2. Ask Board members for their connections with those businesses. 3. Cultivate current and potential corporate donors with publications, news clippings and other mailings. 4. Develop a series of benefits for corporate donors such as advertising on vans, visibility on the web site, etc. Use events to leverage corporate support by offering visibility on invitations, tables, exhibit space, etc., as a benefit for local sponsors. 5. Conduct 2 one-on-one lunch meetings with business owners/leaders a month. Sponsorship Goals: (sample)Sponsor a Café $1,500 Sponsor a Senior $1,000 Fan Care Sponsor $500 Shop with a Senior $100
40. Wrap-Up/ Key Learning Concepts LEADERSHIP OPPORTUNITIES Decision Making High level of team involvement: Team decisions Working autonomously Crucial Conversations High level of trust and respect for one another provided a safe environment to have frank, honest conversation throughout the process, even if the issue was uncomfortable: Everyone had a voice All ideas considered Conversations remained focused on the task and the client Change/Problem Solving The group was not afraid to tackle changes when needed even if it meant moving away from something we had invested time on resources in: Focused on achieving success All ideas considered Everyone remained committed to the project and to each other
41. Wrap-Up/ Key Learning Concepts KEY CAPACITIES Flexibility: Team members remained very flexible throughout: Scheduling Use of technology/constantly connected Utilizing Expertise: With several major objectives within the project, it was important to utilize specific expertise within the group: Brian: website design Rachael: fundraising Pam: marketing Outside resources: website and ad consultant; MWHC Client Engagement: We remained engaged with the client throughout the process, and they were very receptive to our ideas, leading to overall success with the project.
42. Rock of Ages Rappahannock Area Agency on Aging Jessica Dederer on Demographics Joe DiStefano on Surveys Pam Hicks on Marketing Brian Morgan on Web Design Rachael Poor on Fundraising Tom Schoedel on Clipart Carolyn Schoonover - Producer