March 2013

Table of Contents

Table of Contents........................................................................................................................................2

Summary of Project Purpose.......................................................................................................................5

Company Background..................................................................................................................................5

Environment and Industry Analysis.............................................................................................................6

PEST Analysis...........................................................................................................................................6

Political................................................................................................................................................6

Economic.............................................................................................................................................7

Social.................................................................................................................................................11

Technology........................................................................................................................................13

SWOT Analysis.......................................................................................................................................14

Strengths...........................................................................................................................................14

Weaknesses.......................................................................................................................................15

Opportunities....................................................................................................................................15

Threats...............................................................................................................................................16

Current Eden Events and Volunteer Programs......................................................................................17

Methodology.............................................................................................................................................19

Findings.....................................................................................................................................................19

Proposed Events....................................................................................................................................21

Proposal #1........................................................................................................................................21

Proposal #2........................................................................................................................................22

Television Advertising............................................................................................................................22

An example of effective TV ads contribution to advertising campaign:.............................................22

How effective a TV commercial to develop your business?...............................................................23

Why Eden Housing needs to invest in TV advertisement campaign?................................................24

Specific advertisement budget plan:.................................................................................................25

Radio Advertising...................................................................................................................................26

KKIQ...................................................................................................................................................26

KKDV..................................................................................................................................................27

Website Optimization Analysis..............................................................................................................28

Website Rank and Back Links: Comparative Analysis........................................................................28

2 | P a g e

EdenHousing.org...............................................................................................................................28

Bridge Housing...................................................................................................................................29

Mercy Housing...................................................................................................................................30

Volunteer Match................................................................................................................................31

Recommendations.....................................................................................................................................32

Results of Interim Presentation.............................................................................................................32

Google Grants and AdWords.................................................................................................................32

Social Media for Eden Housing..............................................................................................................33

Facebook...........................................................................................................................................33

Twitter...............................................................................................................................................36

LinkedIn.............................................................................................................................................39

The Lake Chabot Bicycle Kickoff event...................................................................................................40

Engagement of Stakeholders through Donations..............................................................................40

Lake Chabot Park Costs:.....................................................................................................................41

Vendors for the Lake Chabot Bike Event...........................................................................................41

T-Shirt Printing...................................................................................................................................42

Banners..............................................................................................................................................44

Volunteers and Residents Video Clip Competitions...............................................................................44

Purpose..............................................................................................................................................44

Flowchart of Volunteers and Residents Video Clips Competitions Steps...........................................45

Training Program...................................................................................................................................47

Purpose..............................................................................................................................................47

Cooking classes..................................................................................................................................48

Tutoring:............................................................................................................................................50

Microsoft Office Application:.............................................................................................................51

Social Media and Basic Computer Skills.............................................................................................51

The Anniversary Day..............................................................................................................................52

Proposed final budget:..........................................................................................................................53

Additional Information..............................................................................................................................55

Exhibit 1.................................................................................................................................................55

Exhibit 2.................................................................................................................................................56

Exhibit 3.................................................................................................................................................57

3 | P a g e

Exhibit 4.................................................................................................................................................58

Exhibit 5.................................................................................................................................................58

Exhibit 6.................................................................................................................................................59

Appendix 1.............................................................................................................................................60

Appendix 2.............................................................................................................................................61

Appendix 3.............................................................................................................................................62

Reference..............................................................................................................................................63

4 | P a g e

Summary of Project Purpose

The purpose of this marketing plan is to create an engaging and retentive volunteer project for Eden

Housing by attracting and retaining volunteers through various events including a bicycle event, a

storytelling competition, volunteer-driven classes and a final event to give out awards and recognize

outstanding volunteers. This volunteer project is intended to coordinate with Eden Housing 45 th

Anniversary.

Currently, Eden Housing has various on-site programs for residents to strive in bettering themselves and

in creating and encouraging a more supportive community. The programs created by Eden Housing and

completely serviced by volunteers are service coordination and information and referral for all residents,

technology, financial literacy, community-building, "Green" resident education, youth academic,

enrichment and recreation, programs for seniors and persons with disabilities, a scholarship program,

and Eden Housing's Digital Connectors Technology and Leadership Program.

Through research and interviews our intention is formulate a detailed map for Eden Housing to generate

awareness and retention through engaging events to create and sustain volunteers for these programs.

Company Background

Eden Housing is a non-profit organization, located in Hayward, California, that provides affordable

housing to formerly homeless, very low to moderate income families, seniors, and person with

disabilities. Eden Housing's mission is to build and maintain high-quality, well-managed, service-

enhanced affordable housing communities that meet the needs of its residents. Through extensive

negotiation and perseverance, Eden Housing has been successful in establishing over 7,000 units in ten

counties with the state.

5 | P a g e

Environment and Industry Analysis

PEST Analysis

Political

Eden Housing’s success has been largely attributed to public policy initiatives on the federal, state and

local levels. Unfortunately, due to budget issues and contradictory policies on the federal and state

level, these funds have greatly diminished.

On the federal level, capital grants have been eliminated for senior housing and halving of capital grants

for affordable housing development.

In 2011, California eliminated the redevelopment agencies statewide which resulted in a $1 billion a

year loss to the affordable housing industry. A majority of this funding that was allocated to Eden

Housing was for work in new construction.

These losses to the affordable housing industry, specifically Eden Housing, make the organization

susceptible to takeovers by private firms and wealthy landlords as the tax credit compliance period

draws near. The company has decided in order to continue without government subsidies is to pursue

private partnerships with banks, businesses and sole investors with the incentive of a large tax discount

to potential investors.

Currently, Eden Housing is also lobbying and invested in the political process to help in their fight for

more funding. Some initiatives that look promising are the California Homes and Jobs Act of 2013, Tax

Credit Project, Hotel Occupancy Tax, Commercial Impact Fees, Bill for Document Recording Fee, and a

mandate for inclusion housing. The process for funding tends to be long and arduous as there is less of

an incentive for state representatives to approve legislation that would include affordable housing in

their district.

Eden Housing serves a purpose of greater good for society as the immediate area has a scarcity for

affordable housing and there are usually long wait lists and very low vacancy rates. Although Eden

Housing is self-sustaining through management fees charged to their properties, their mission is to

continue expanding by purchasing and refurbishing existing depreciated buildings and homes and

acquisition and new construction on new and existing land.

6 | P a g e

Recently, Eden Housing has been given land by Hitachi Corporation in San Jose in which Eden would like

to build new apartment units but new construction has stalled due to lack of funding.

Economic

The industry and its growth

The California Housing market in general: Housing market, at no doubt, plays an important part in our

lives and in local and federal government earnings. California is one of the most expensive states to live

in: the high cost of living which includes higher taxes, higher rent and so on is the tradeoff for beautiful

weather, the uniqueness of diversity and highly developed living standards. Housing is a major

component of the California economy. In 1994, housing construction generated over 16.7 in direct

expenditures to the State economy.

CA Revenue generated by New Housing construction:

Direct expenditures for housing construction $16.8 billion

Indirect effects on suppliers and service sector $26.7 billion

Home Maintenance $32.6 billion

Rent and Mortgage expenditures $84.6 billion

Total 133.9 billion

To put this data into a comparative perspective, the housing sector is compared below to other

economic sectors using personal income data from the U.S. Department of Commerce for 1994:

7 | P a g e

42%

29%

15%

14%

Housing industry vs. Other industry - California 1994

High Tech ManufacturingHousing ConstructionAgricultureMilitary

Today’s market: Together with the economy, the household income of low-income renters is struggling

to keep pace with inflation while rental rates across the Bay Area continue to rise. Bay Area

homeownership rates still lag far behind the nation and the state. Too many Californians are locked out

of the American Dream of homeownership: CA has one of the lowest homeownership rates of any state

in the country: 56% compared to national average of 65.6%. The market is not producing enough of the

kind of housing options needed at the lower end of the income scale. California housing supply is

inadequate relative to demand and too expensive for too many residents.

More specifically, the chart below represents the percentage of Alameda Households (based on US

Census 2010):

53%47%

Alameda Households

Owner HouseholdsRenter Households

Market growth: State’s projection for housing growth from 1997 to 2020: California needs 220,000 new

homes and apartments each year to keep pace with population growth.

Population growth: 34 million people (1999) to 45.4 million (2020)

8 | P a g e

Number of households growth: 14.2 million (2010) to 16.3 million (2020)

Number of low-income households needing help is expected to increase by 1.3 million by 2020.

Total unmet affordable housing needs in CA will rise to about 3.7 million units in 2020.

Demand and Supply

The foreclosure and economic crisis has severely affected California’s rental market. Across the state,

the demand for rental housing is increasing and the supply of new housing is decreasing. Housing

production is at an all-time low.

Affordable Housing Market demand: The chart below shows the level of income in Alameda county

comparing with the required income to afford mortgage payment or rent payment in the area. As we

can see, both rent and home purchase affordability lines are above the lower and very low income level.

For this reason, the demand for affordable housing rentals is always high.

Very low-income (50% AMI)

Lower-income (80% AMI)

Area Median Income (AMI)

Moderate income (120% AMI)

$0

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

Homeowner affordability - Alameda county

Annual income needed at $79,338 to afford purchasing home price at $250,000

Annual income needed at $56,080 to afford renting 2-bedrooms apartment (Fair Market Rent)

Housing Supply: Although California needs 220,000 new homes and apartments each year to keep pace

with population growth, the state has reduced the new housing permits every year due to California

deficit budgeting issue and recent economic recession.

9 | P a g e

1967 1986 1995 2004 2009 20100

50,000

100,000

150,000

200,000

250,000

44,00068,000

17,00062,000

11,000 18,000

68,000

147,000

69,000

151,000

25,000 27,000

New housing production

Single FamilyMulti-Family

Needs 220,000 units / year

CAR and Construction Industry Research, 2010

Competitors and product differentiations

There are many similar non-profit organizations that focus on affordable housing. However, each

organization pursues their business directions differently. Because affordable housing organizations are

not to compete to attract renters but to strategize themselves so that they can differentiate themselves

from others by ways to obtain funds for developments, regulations for property managements and

helping different target low-income level renters. For example,

Habitat for Humanity: partners with homebuilders to provide homeownership opportunities to low-

income families who qualify. They obtain funds from donations from individuals, corporations, faith

groups and government affordable housing programs. Homeowners and volunteers build their

properties under trained supervision. They also lend no-profit, no-interest mortgage loans to the

beneficiary families. They operate globally.

LINC Housing: similar to Eden Housing, LINC Housing develops and constructs new affordable housing

for seniors, families and special needs populations. They protect California’s affordable housing supply

through purchase of existing rentals. They retrofit existing units to create energy savings and healthful

living environments.

a. Adobe Services/ Allied Housing: Their level of income focus is on homeless people in Alameda

County. They provide shelter and critical services in an emergency, supportive housing and

support services that enable people to stay in their homes.

10 | P a g e

b. Bridge Housing: provide affordable housing helps mainly in San Francisco area including rentals

and home purchase.

In conclusion of the economical view for affordable housing market, this is a fast growing market that

currently suffering from shortage of supply and excess demand. This economic research is based on

Alameda County current economic condition only. Affordable housing is essential for Alameda County

community in particular, but also in California in general. In current stage of the country and local state

economy, funds are limited which causes the delay in desired development speed.

Social

Where you live can change your life.

According to statistic about the Hayward city, the Hayward crime index is 7% lower than the California

average and the California index is 2% higher than the National average, the Hayward violent crime rate

is 18% higher than the California average and the California violent crime rate is 21% higher than the

National average, and the Hayward property crime rate is 10% lower than the California average and the

California property is 0% higher than the National average. The high rate of violent and property crime

breakdown, sex offenders were harming to the local residents in Hayward. There are too many liquor

stores on every street corner, and empty boarded up businesses in the central part of the city.

Meanwhile, the Hayward city has not still had enough constructions to meet the basic needs as food and

shelter for the local residents. It is unsafe to hang out at night and for kids to play at some public parks.

It is difficult for the local residents to be able to afford for their own houses because median family

income is $72,197 per year, but the median home price is nearly $230,850. Therefore, it is nearly

impossible for low income person, elderly and person with disabilities to be able to afford a house.

11 | P a g e

Eden Housing carries commitment to bring homes, jobs, services, safety, and opportunities to the local

residents and the communities. “Eden Housing’s mission is to build and maintain high-quality, well-

managed, service-enhanced affordable housing communities that meet the needs of lower income

families, seniors and person with disabilities.”

In some bad areas, people cannot live with a lot of noise, occasional shootings, other disruptions in the

neighborhood, and it is too dangerous for the kids to play outside. They need a better place for their

family. According to Eden Housing’s mission,” Eden Housing communities provide opportunities that

transform lives. They go beyond providing a safe root overhead. Through comprehensive resident

services, they empower their resident to live healthier, more stable, productive lives. Resident families

have access to resources for employment, financial literacy, community involvement, health, wellness,

safety, and more. Technology, after-school, and summer programs are offered at many properties.”

Eden Housing started constructions in Dublin, Fremont, Novato, Palo Alto, and San Jose, which together

will provide 565 new homes for families and senior. The development of these constructions will also

stimulate the local economies through the creation of 700 construction jobs, and 200 other jobs.

Eden Housing’s Digital Connectors Program promotes digital literacy, youth leadership, community

service and access to higher education and career opportunities to young residents. In 2011, Digital

Connectors teen participants improved their skills and interest: 84% improved knowledge of computer

12 | P a g e

hardware/software, 73% improved leadership ability, 91% improved social skills, 91% improved self-

esteem, 94% increased interest and involvement in community service, and 70% increased interest in

higher education. Eden Housing gives residents motivation to achieve higher education, career

opportunities and better life.

Technology

Nowadays, we are living in technology era, and it is changing every single day. It affects to how people in

both for-profit and not-for-profit organization run their business. Especially, business managers are

taking advantage of social Medias as a powerful tool to get public awareness. Why is it important for

not-for-profit organization? A not-for-profit organization can use social media as low-cost and effective

marketing channel to spread awareness about key issues, mobilize supporters, raise funds and create

online advocacy movements.

Eden Housing Inc. is not an outlier of this trend. Eden Housing has accounts on both non-professional

and professional social media webpage such as Facebook, LinkedIn, Twitter and YouTube.

Eden Housing joined Facebook on October 18, 2010 with clear message of its mission and related

information as well as a link to its website. Eden Housing is using this website to post events related to

13 | P a g e

its operating activities. Until now, there are 323 people like Eden Housing on Facebook and 39 talking

about it. However, only 8 people posting on this page and most of postings attract a few people without

any comment or discussion.

Eden Housing already had an account on LinkedIn, a professional webpage for career, but there is little

information about company on this website. There is its mission stated on this website, and nothing is

on its careers and insight page.

Eden Housing is using Twitter more often than other site. It has 420 tweets, 153 following, and 123

followers, but most statuses attract one or two people.

However, Eden Housing 40th anniversary attracted 3,290 views and Eden Housing: success starts at

home clip was with 2,497 views on Youtube.com. That’s all it has on YouTube because the rests gained

a few views.

Therefore, we can conclude that Eden Housing is not effective in using social media to convey its

mission, operating activities, as well as to get public awareness so that it can develop its business value.

SWOT Analysis

In this process, we identify factors in four areas: strengths, weaknesses, opportunities and threats. The

first two factors are internal. The latter two are external to the organization.

Strengths

Eden has experienced significant success in its work to provide affordable housing and programs

that help Eden’s residents achieve economic stability, educational achievements and career

success.

Eden’s operation was supported by important public policy initiatives at the Federal, State and

local levels. At the same time, community activists contribute time, energy and great leadership

to it.

Eden’s residents are very satisfied with the high-quality service that they have received while

staying at Eden housing. They are grateful and speaking highly of what Eden has done.

14 | P a g e

Eden has a large variety of board of directors, who come from different industries such as banks,

software companies and city government. This provides a well-connected network and

abundant resources for Eden to expand and move forward.

Just like most of the NGOs, Eden also benefits from tax exempt. And volunteers can mean an

enormous savings to the operation, which is particularly important to a nonprofit organization.

The board of directors must by law be composed of volunteers, which can be an advantage to

the company.

Weaknesses

There is a notable lack of policy support for the importance of affordable housing as part of the

social safety net, this is hurting Eden in all aspects. In other words, we could say that Eden is not

so good at telling their stories to policy makers and the public.

Eden doesn’t have enough volunteers helping the residents with their lives, studies or career.

Also, most of the volunteers are not sustainable. This constitutes an obstacle for Eden to deliver

better and continuous services and programs to their residents since continued engagement is

an important process for non-profit organization to grow.

The key problem they face in their work to expand portfolio is access to equity investment

capital. As we know, Eden does not gain strong support from Foundation Program Related

Investments or wealthy individuals. Due to the strong dependence on policy initiatives at the

Federal, State and local levels, Eden has not paid too much attention to other investment

sources.

As technology rapidly develops, social media has played an important role in terms of marketing

and branding. As an organization founded in 1968, although Eden has tried to utilize social

media platforms, it definitely needs to place more emphasis on the techniques of generating

buzz in order to increase public awareness and involvement.

The budget problem can directly affect the quality of operations and management of Eden

Housing. Like most NGOs, Eden is very vulnerable to budgetary deficits.

Opportunities

With more and more people settling down in bay area, the housing price keeps going up over time. This

phenomenon indicates that there is a huge need for Eden housing and obviously there are a lot of

opportunities to grow in the future.

15 | P a g e

2013 is Eden’s 45th Anniversary. This year could be a great chance of expanding impact and

raising awareness of the importance of affordable housing as the foundation for economic

success.

As one of the leading non-profits in California, Eden housing has a high demand for their work,

with vacancy rates at 1.5% and a waiting list of 7000. Especially in an expensive housing market

like California, what Eden does means a lot too many people who can’t afford a place to live,

which creates a huge growth space for Eden Housing.

A shift in Eden’s work towards acquisition of existing buildings with an expanded emphasis on

preservation of affordable housing is possible. In this way, it actually requires less public

investment than building new construction. It’s not only logical but also necessary and practical

for Eden to implement this strategy. It will have a positive impact on the overall quality of the

housing developments, not only changing the way the developments looked, but reducing crime

and creating a positive force in the neighborhoods.

Due to multi-level budget cuts, this might be a great opportunity for Eden to seek out other

sources to raise funds except asking from federal and state governments. For example, related

foundation program related investments, commercial businesses and wealthy individuals that

already invest in similar types of transactions at market rates.

Any grant that Eden may be eligible for is an opportunity. It may be from a government or

private agency or group. Even during a recession, there is great chance that many grants being

offered. Eden should never give up finding those opportunities.

Threats

Unprecedented loss of housing resources at every level culminated in 2011 with the elimination

of redevelopment agencies in California. As we know, redevelopment agencies contributed to

75% of Eden’s work in new construction. Also, there are severe Federal budget cuts occurred to

Eden housing as well. Lack of resource and funds may result in direct influence to Eden housing’s

operation and development.

As recession reduces individuals’ incomes and lowers fundraisers’ confidence in the economy,

individuals, companies, and foundation donors are less likely to give. On one hand, Eden doesn’t

have significant income at this time. On the other hand, recession causes increased demands on

Eden’s dwindling resources: more people need housing help; fewer volunteers, worried about

their own family incomes, willingly spend their time on nonprofit service.

16 | P a g e

Lack of brand awareness is getting Eden into trouble. It will be hard to survive without making

people understand what Eden is doing and what it means for a society. If their activities are

understood and delivered successfully to the public, it won’t need to fight so hard to get funds.

Low volunteer retention rate is a threat for Eden to grow sustainably. A stable volunteer base

and continued engagement group is the key to succeed long term for a non-profit organization.

The huge profit that private firms make from housing industry is a threat to Eden Housing’s

development. As housing industry becomes lucrative, more and more real estate’s investments

and firms have sprung up. It makes it difficult to compete with them while acquiring properties

especially when Eden is faced with such a financial scenario.

Current Eden Events and Volunteer Programs

The Howard T Collins Scholarship Awards- August 2, 2012

https://www.facebook.com/events/390810094306268/

Each year Eden gives between 15 and 35 residents some monetary assistance in meeting their goals. The

criteria used to select awardees include academic qualifications, need, community service, and

scholastic and personal references.

Volunteer opportunities located on Eden Housing Contribution page

http://www.edenhousing.org/contribute.asp

Youth Volunteer Opportunities:

After-School Program

Summer Fun Program

Adult Volunteer Opportunities:

Workshops- One-time or on-going workshops on a topic of interest (money management, exercise,

nutrition, etc. — share your ideas with us).

17 | P a g e

Classes- Teach basic computer skills to residents. If you know Windows, Word, Excel, Access,

PowerPoint, Publisher, or other products and have computer skills, this is the opportunity for

you!

ESL Classes

Senior Volunteer Opportunities:

Teach- Facilitate classes — exercise, nutrition, ESL, arts and crafts, etc.

Counsel- Provide one-on-one guidance and support to a resident in need

Translate- Translate at community meetings/events — do you speak Mandarin/Cantonese? We have an

extra need for your assistance with translation.

Programs for residents:

Programs include:

Service coordination and information and referral for all residents

Technology

Financial literacy

Community-building

"Green" resident education

Youth academic, enrichment and recreation

Programs for seniors and persons with disabilities

Eden Housing's Digital Connectors Technology and Leadership Program

A scholarship program

18 | P a g e

Methodology

PEST and SWOT Analysis of current environment, industry and organization

Create events that would benefit Eden Housing’s 45th Anniversary by including current stakeholders such

as employees, donor partners, residents and the local community. Donor partners would include Eden

Housing’s current bank partners, construction partners and architectural firms that are involved in the

development and acquisition of new land and properties. The events will encourage participation of the

partners and current employees of Eden Housing with of benefitting current residents in the program.

Analyze Eden Housing’s current social media programs, volunteer infrastructure and user interface of

their website for possible improvements including backlinks, engaging dialogue, #hashtag use, followers

and energy level of their programs.

Findings

Targeted area and optimal demographic for volunteer engagement

Neighborhoods:

University: CSU East Bay

Colleges: Chabot, Everest, Corinthia, San Joaquin, Carrington

High schools: Brenkwitz, Mt Eden, Hayward, Tennyson

19 | P a g e

20 | P a g e

Proposed Events

Proposal #1

Community Festival

When: We think a good date is April 27th, 2013 which is a Saturday and falls on the last day of National

Volunteer Week.

How: This event could be sponsored by Eden Housing but paid for by their partners (banks, private

donors, etc.). People would buy tickets for $7 each to get in and the proceeds would pay back expenses

and cover Eden Housing's partners. A win-win!

Where: Location could be at the Alameda County Fairgrounds or a block party in Hayward.

http://www.alamedacountyfair.com/events_calendar/index.php

Details:

Food: The event will need to have food so instead of restaurants how about Food Trucks! There is an

organization in Alameda called Gourmet Food Trucks that does events like these and could have 10-12

trucks in the site. This could include making alcohol available too!

Music: This could be competitive or just a mixture. Recruit high school bands to play and local bands.

Kids: The Kiddy Corner could include storytelling, clowns, face painting and even a fenced-in daycare

area. It could include musicians for kids.

Other areas that could be included: An Artist's corner with various art galleries displaying various work;

Poetry Corner which could include a competition with winners getting prizes at the end of the night.

Barriers: Securing a venue, city permits, insurance, expenses of booths, tickets and (maybe) musicians,

security expense.

21 | P a g e

Proposal #2

1. Begin advertising through Google Adwords, Twitter and Facebook in early April to mid-October for the

series of events.

2. Bicycle event on May 18th which would cover 5 mile at Lake Chabot and would include a wine mixer

after the ride.

3. Storytelling Event- which will be driven by advertising and will be video clips by participants of

inspiring stories about their transformation and result of being on affordable housing. Eden Housing

residents will be encouraged to participate. The video clip will be posted on Eden Housing’s main

YouTube page and will be moderated by Eden Housing staff to ensure appropriateness and to post

comments to the heartfelt stories. There will be prizes given out during the Anniversary Day event in

November to 1st, 2nd, and 3rd place winners chosen by Eden Housing of $750, $300, and $150

respectively.

4. Classes: The training program will help Eden Housing’s residents improve their knowledge and skills.

Putting training program in a system helps Eden Housing manage its volunteers’ operations including

monitoring, evaluating and giving feedback. Moreover, it will expand the relationship between Eden

Housing and its neighbors.

5. Appreciation Day: One of the November weekend can be chosen for this event. The first goal of the

Anniversary day is certainly to celebrate the 45 years of works that Eden Housing has been providing for

the local communities. The second goal of the day is for Eden Housing to present their appreciation to

their partners, supporters and volunteers.

Television Advertising

An example of effective TV ads contribution to advertising campaign:

The digital marketing channels were developed: first it was websites, next it was ebusiness strategy, and

finally came social and more recently, mobile. These are all good things that happened but they are

nowhere near finished turning the marketing and advertising world upside down. Digital channels

disrupted the way brands communicate with customers: it is making brands to build direct digital

relationship with consumers. For example, Coca-Cola launched vending machine Coca-Cola Freestyle in

22 | P a g e

2009. The machine became more efficient dispenser in 2011 when mobile agency T3 built a mobile

gaming app for Coca-Cola called Freestyle PUSH and PLAY. This app helps you find a Freestyle machine

near you. Coca-Cola then expand the app to let you pre-mix your soda on your phone, save your drink

mix preferences and share them with friends. Ultimately the app will invite you to queue up your drink

using your phone while you wait in line to order a burger because My Coke Rewards for using app,

building a digital relationship with you at the point of sale. With this, company will learn what you drink,

where you eat and how much and how often you consume which teaches the company far more about

you than ever. Imagine if you could earn My Coke Rewards for watching a TV program with your app

running. This would be the most engaging TV ad experience! And so on. In conclusion, if properly used,

TV ads can become a source of vital customer data, binding your customer to you in a way that was

previously impossible.

How effective a TV commercial to develop your business?

According to one the American Marketing Association research (“Effect of Television Commercial

Repetition, Receiver Knowledge, and Commercial Length: a test of the two-factor model”), below is the

chart showing the effectiveness of a 30 second TV ad on the audience:

Low

kno

w

High

kno

w

Low

kno

w

High

kno

w

Low

kno

w

High

kno

w

1 exposure 1 exposure 3 ex-po-

sures

3 ex-po-

sures

5 ex-po-

sures

5 ex-po-

sures

012345678

30 second TV Ad

Attitude toward productIntention to purchaseAttitude toward adAttitude toward company

Attitu

de S

cale

Notes: Attitude scale values: 1 – unfavorable, 7 – favorable

Purchase intent values: 1-disagree, 7 – agree

23 | P a g e

The analysis shows the positive effects toward the company and the product existence to almost

“Favorable”, meaning reaching the ultimate goal of advertising: bringing the awareness. The

involvement, which is the intent of purchase, comes after depending on the effectiveness of the

commercial.

Why Eden Housing needs to invest in TV advertisement campaign?

San Francisco market consists of 2.5 million TV household across 11 counties stretching all the way from

Napa Valley to San Jose, CA. The internet may grab all of the attention these days, but TV is still the

media king. The barriers to using TV ads can be:

- Airtime is expensive

- Good commercials are difficult and costly to create.

Despite of what the costs, Eden housing will benefit both indicated primary goals of this project: bring

awareness and developing a sustainable volunteer base when launching a TV advertisement campaign

as follow:

1. Develop community awareness for the organization:

a. The “Show and Tell” Effect: TV ads allow you to show and tell a wide audience about

what Eden Housing is doing for its community. You can show how you help each of your

residents. You can show your appreciation to your donation partners. You can also show

how community can support you. All of these messages can be put in one short

commercial.

b. TV adds instant credibility: TV commercials allow you to convey your message with

sight, sound and motion. For example, with a touching short story of how a resident got

helped from Eden Housing would bring up emotional appeals to others and realize the

importance of supporting such organizations as Eden Housing.

2. Develop a sustainable volunteer base:

Acquire new and existing involvement from community for upcoming events: Americans

in 2010 spent an average of 96 minutes per day listening to radio, and 30 minutes a day

reading newspaper but 4.5 hours a day in front of his or her TV set. Using TV

advertisement program, Eden Housing can announce the upcoming events for

community to involve.

24 | P a g e

Specific advertisement budget plan:

Eden Housing can choose among different TV channels and program according to its exposure needs.

This marketing cost proposal can be reduced by partnering with the event sponsors. As mentioned by

Eden Housing, NBC Bay Area agreed to sponsor the 45th Anniversary event. For the cost reason, we will

assume NBC Bay Area will be able to sponsor this 2 weeks advertisement as one option. This method not

only helps to reduce cost but also to provide acknowledgement of the organizations that support Eden

Housing.

The second option is assuming Eden Housing wants to expand its awareness and volunteer base in Bay

Area. Having an opportunity to work with the KTVU Fox 2, a Bay Area local news channel, we

understand KTVU covers 1.8 million households who watches the channel each week while it also

attracts 700,000 web visitors a month and 7.2 million mobile page views a month. Based on their

provided costs, we are proposing Eden Housing the below detailed TV ads marketing plan and budget:

Time Mon Tue Wed Thu Fri Sat Sun

Mornings on 2 7 am – 9 am 3x 3x

The Noon News 12 pm – 12:30 pm 2x 2x

Morning on 2 weekend 7 am – 10 am 3x

This schedule was established based on the following:

- Length of the advertisement period: 2 weeks

- 26 commercials on KTVU during 2 weeks

- Coverage: 461,800 TV Viewers

- Total cost: $12,000.

- Cost per view: $12,000 / 461,800 = 2.59 cent / view

- Rich Media: Sliding Billboard on KTVU.com with 200,000 online viewers in one week.

- Notes: the cost was calculated for March, 2013. Cost can change depending on the month of the

advertisement. Time and programs were based on best historical data for volunteer programs.

25 | P a g e

Although the total cost can be considered higher than other marketing methods, TV advertisement

reaches to more viewers which results to the lowest cost per exposure: 2.59 cents/exposure (according

to KTVU quotation).

Radio Advertising

People usually listen to ratio when they are in their cars, their offices and at home, so radio is an

effective and fast method to reach audience and raise public awareness for Eden Housing. We need

to kick-off volunteer, and we need to attract participants first. Using an effective message, we can

touch a huge amount of audiences who can be volunteers and donators for our campaign. KKIQ &

KKDV radio station located in Hayward city with coverage in Alameda and Contra Costa counties.

This radio station focuses on local news, traffic, weather, events, and non-profit. KKIQ is popular to

local residence, and it can reaches to 350,000 people each week.

KKIQ

Option A: 60 Second Commercials

WEEKLY MO TU WE TH FR SA SU

60 SECOND

5am to 12am --------30x’s total per week-------------

30 total commercials per week

Total investment per week with 1 mo. commitment = $1,950

Total investment per week with 3 mo. commitment = $1,770 (10% off rate)

Two weeks per month (3 month commitment) Total investment = $3,540

Option B: 30 Second Commercials

WEEKLY MO TU WE TH FR SA SU

30 SECOND

26 | P a g e

5am to 12am --------30x’s total per week-------------

30 total commercials per week

Total investment per week with 1 mo. commitment = $1,350

Total investment per week with 3 mo. commitment = $1,230 (10% off rate)

Two weeks per month (3 month commitment) = $2,460

KKDV

Option A:60 Second Commercials

WEEKLY MO TU WE TH FR SA SU

60 SECOND

5am to 8pm --------30x’s total per week-------------

30 total commercials per week

Total investment per week with 1 month commitment = $1,140

Total investment per week with 3 month commitment= $1,020

Two weeks per month (3 month commitment) = $2,040

Option B: 30 Second Commercials

WEEKLY MO TU WE TH FR SA SU

30 SECOND

5am to 8pm --------30x’s total per week-------------

30 total commercials per week

27 | P a g e

Total investment per week with 1 month commitment = $810

Total investment per week with 3 month commitment = $720

Two weeks per month (3 month commitment) = $1,440

Website Optimization Analysis

Website Rank and Back Links: Comparative Analysis

Alexa.com is a web information company that has a database of information about sites, including

statistics, Related Links, and more. Alexa.com will also crawl and analyze your website to give you an in-

depth view of your site's visibility to search engines, and provide insights into the optimization,

monetization and overall health of your site.

For the purposes of research, this website was used to generate the follow data and statistical

information about EdenHousing.org, BridgeHousing.com, MercyHousing.org, and VolunteerMatch.org.

EdenHousing.org

EdenHousing.org, according to Alexa.com accessed on January 24, 2013, has a “Global Ranking” with

2,437,657 with 72 back links. The site is not ranked with a “USA Ranking”. Their back links are

established sites, but low ranking. Some of their sites include CityofPetaluma.net, Novoco.com,

GarrisonInstitute.org, Pawssf.org, EnterpriseCommunity.com, ApartmentSmart.com, Marin.Ca.us,

XMarks.com, AllGov.com, and BuildItGreen.com.

Estimated percentage of global internet users who visit edenhousing.org in a 3 month period is

0.000032%. Eden’s traffic is mainly driven by users doing internet searches with high impact queries for

the site.

The highest impact queries are “low income housing”, “Apartments in San Jose, CA”, “In San Jose, CA”

and www.housing.org. The medium impact keywords are “Houses for rent” and “leasing”.

The top search queries with the percent of search traffic being directed to EdenHousing.org are:

1 low income apartments in san jose ca 7.21%

28 | P a g e

2 houses for rent san jose ca 3.18%

3 www.housing.org 3.06%

4 rgo leasing 2.26%

5 low income housing 2.24%

6 low income housing santa clara county 1.65%

7 low income housing san jose 1.63%

Bridge Housing

Bridge Housing, a non-profit involved in building affordable homes for low to medium income residents.

Bridge Housing uses similar approaches to Eden Housing for funding and is located in California with

offices in San Francisco, San Diego and Irvine. Bridge Housing is involved in real estate development,

property management, asset and portfolio management, and resident and community services.

BridgeHousing.com, accessed on Alexa.com on January 26, 2013, is globally ranked at 1,963,282 with a

US rank of 447,041. The website has 130 back links which include wikia.com, ehow.com, patch.com,

skyscrapercity.com, webstatsdomain.com, ebookbrowse.com, apartmenttherapy.com, and xmarks.com.

The top queries for this site listed as high impact are “senior apartments”, “senior housing”, “coronet”,

and “apartments”. Some back links included in BridgeHousing.com

The top search queries with the percent of search traffic being directed to BridgeHousing.com are:

1 foothill farms senior apartments 5.87%

2 frontage rd oakland housing development 5.74%

3 mandela gateway 5.65%

4 stonebridge family apartments 5.29%

5 coronet sf 5.28%

6 sage canyon san marcos ca 5.20%

29 | P a g e

7 armstrong place senior housing san francisco chester 5.11%

Mercy Housing

Mercy Housing is a national nonprofit that acquires and develops program-enriched, affordable housing

projects for a variety of low-income populations including families, seniors and people with special

needs. Mercy Housing’s mission statement is, “To create stable, vibrant and healthy communities by

developing, financing and operating affordable, program-enriched housing for families, seniors and

people with special needs who lack the economic resources to access quality, safe housing

opportunities.”

Their website, MercyHousing.org, accessed Alexa.com on January 26, 2013, currently is ranked globally

at 436,321 and has a US ranking of 66,314. This website has 260 back links which include sites such as

legacy.com, patch.com, cbslocal.com, wa.gov, usda.gov, en.wordpress.com, stuffgate.com,

wisconsin.gov, dexknows.com, zoominfo.com, yellowbook.com, illinois.gov, botw.org, cleveland.com.

apartmentguide.com, pagerankresearch.com, domainprcheck.com, and hud.gov.

Top queries for this site listed as high to medium impact are “mercy housing”, “low income housing”,

“real estate programs”, “mercy housing sacramento ca”, “non profit”, “senior housing”, and ”chicago

real estate”.

The top search queries with the percent of search traffic being directed to MercyHousing.org are:

1 mercy housing 23.85%

2 mercy housing california 3.06%

3 mercy housing southeast 2.81%

4 mercy housing sacramento ca 2.77%

5 mercy housing sacramento 2.74%

6 mercy housing southwest 2.68%

30 | P a g e

7 mercy housing inc chicago 2.54%

Volunteer Match

Volunteer Match is a global website dedicated to matching volunteers to opportunities in their

community. The company is currently rated with search engine results in the United States, India and

the United Kingdom. Volunteer Match’s website claims, “Our popular service welcomes millions of

visitors a year and has become the preferred internet recruiting tool for more than 91,000 nonprofit

organizations” and, according to Alexa.com, has an average of 40,000 unique visitors per month.

VolunteerMatch.org, accessed on January 26, 2013 on Alexa.com, has a global ranking of 39,355 and a

US ranking of 8,168. The website has 6,214 back links which include amazon.com, linkedin.com,

bing.com, pinterest.com, blogger.com, salesforce.com, walmart.com, tumblr.com, mozilla.org,

wellsfargo.com, target.com, and warriorforum.com.

Top queries for this site listed as high to medium impact are “volunteer”, “volunteer match”,

“volunteering”, “volunteer opportunities”, ”volunteer”, and “volunteermatch”.

The top search queries with the percent of search traffic being directed to VolunteerMatch.org are:

1 volunteer 7.75%

2 volunteer match 1.07%

3 volunteering 0.56%

4 volunteer opportunities 0.52%

5 volunteermatch.com 0.50%

6 volunteer 0.44%

7 match.com 0.29%

31 | P a g e

Recommendations

Results of Interim Presentation

After the interim presentation with Catherine Relucio, Eden Housing decided against the single event

Food Festival and opted in favor of pursuing the four events proposal: Lake Chabot Bike event,

storytelling competition, classroom training and the Anniversary Day celebration combined with

strategic public relations marketing through either television commercials, radio commercials, social

media (Twitter and Facebook postings) and Search Engine Optimization (SEO).

Google Grants and AdWords

Eden Housing can increase their exposure an increase their target market by investing in Google’s

advertising, AdWords. Once Eden Housing creates an AdWords account and applies to Google Grants,

Eden Housing may be eligible to get a grant of up to $10,000 per month through Google. As stated on

the Google website for Google Grants, “The value of the advertising your organization receives will be

dependent upon the performance of your ads in the program. Some variables that may affect your

account's performance include how many times people search on the keywords you choose and

whether searchers click on your organization's ads. Results will vary, but a grantee can get up to $10,000

dollars a month worth of advertising on Google.com per month, while the average Grantee spend is

closer to $300.”

To be eligible for the Google for Nonprofits program, organizations must:

1. Hold current 501(c)(3) status, as determined by the U.S. Internal Revenue Service; and

2. Acknowledge and agree to the application's required certifications regarding nondiscrimination

and donation receipt and use.

3. To be considered for inclusion in the Google for Nonprofits program, an organization's 501(c) (3)

status must first be publicly updated in Guidestar's online database; copies of IRS letters are not

sufficient for this requirement. Please note that this update can take some time after an

organization receives IRS notification of its 501(c) (3) determination.

4. We only allow one membership per organization. However, branches of umbrella organizations

that share Employee Identification Numbers (EINs) with their parent organizations are eligible for

32 | P a g e

individual memberships. Branches must indicate that they are applying as a "related

organization" during the application process and go through additional screening.

Eden Housing’s 501 (c) (3) status would qualify the company for Google Grants allowing them a daily

budget of $300 per day for Google Adwords. This would produce first page search engine results for

each event within the campaign and would benefit the company’s social media pages as well as drive

traffic to its website.

Social Media for Eden Housing

In an era of information technology and in order to deliver Eden Housing’s value in a more interactive

and efficient way, social media marketing has to be present in our plan. There are more and more

people spending time on internet and mobile phone apps. Facebook, Twitter, LinkedIn, YouTube,

Instagram and Pinterest are all under this category. In this report, focus on only Facebook and Twitter,

the influential platforms. With the multitude of social media tools, it is important to utilize different

techniques on each different platform and meanwhile make sure they are integrated and consistent. It

will serve to build an online community of people who have similar interests and social connections,

therefore enhance the brand identity of Eden Housing.

Has Eden Housing started utilizing these tools and how well Eden Housing has done on encouraging

deeper engagement from its online social media followers and fans? With this question, we did some

research on Eden Housing’s existing social media channels and tried to analyze them. Eventually we

came up with solutions that would make social media work better for Eden Housing.

Facebook

As the king of social media, Facebook is the first thing we need to look at. According to a report from

statisticbrain.com (Source: Browser Media, Socialnomics, MacWorld), average amount of time a person

uses Facebook per month is 15 hours 33 minutes. Eden Housing obviously didn’t forget using Facebook

to attract potential residents, volunteers and trying to build their brand image in people’s mind.

It joined Facebook at October 18th, 2010. As of this moment, Eden housing has got 325 likes on

Facebook, 37 people talking about it and 20 people were there. So far it has posted 17 events. The last

event is posted on September 28th, 2012. And there is not upcoming event posted at this point.

33 | P a g e

We analyzed Eden Housing Facebook by using simplymeasured.com analysis tool. The result is based on

all the posts from January 20th 2013 to February 3rd 2013. Exhibit 1 and exhibit 2are some snapshots of

it.

We came up with a set of solutions to improve Eden Housing’s Facebook page.

Following steps are needed:

First of all, grow their fan base. If Eden Housing wants to increase its public awareness, 325 fans on

Facebook isn’t a positive number. It could be bigger. However, Eden Housing is not as big as

International Red Cross or Habitat for Humanity, but the fact is that they were small once too. In reality,

most of the non-profits will need to take a lot of efforts and time to grow their fan base. Patience, good

content and a consistent commitment to integrated online communications are all essential.

There are few tips for growing fan base on Facebook that might help Eden out:

Liking

“Like” other related Facebook Pages, and then participate in their status updates. In this way, their fans

will see Eden Housing in their news feeds and they might check out Eden’s page and become fans of

Eden Housing. By doing so, Eden creates a chance of exposing itself to more potential audience. In fact,

Eden did like a lot of organizations’ pages, such as housing related groups, Humanity organizations and

some of their partners’ pages, 104 groups in total. It seems like a big number, but actually Eden needs to

engage more to expand its fan base. Just liking them is very different from interacting with them.

Tagging

Try to tag other groups in Eden’s posts. This might not be the method you use every day, but it does

help to gain some potential fans, since your post will show up on the group’s page which you are

tagging. From Eden housing's Facebook page, we could see they haven't done too much tagging, neither

to their volunteers nor their liked groups. Therefore it limits their ability to attract more future fans.

Add "like us on Facebook" icon to all the Eden employees' email signature. Also don’t forget to present

that Facebook icon to all the public activities or events, which will bring out more people's attention.

34 | P a g e

Don't forget Eden' supporters-donors. These are the people who understand and like what Eden does,

they are most likely to be Eden's Facebook fans! Just let them know by placing the Facebook icon on the

bottom of the "thank you" letter. Same concept applies to Eden’s volunteers, after they volunteer,

remember to ask them to like Eden on Facebook.

Secondly, boost Facebook engagement. How should Eden manage their fans and engage them into

Eden's activities after gaining a big fan base?

Use Facebook as a two-way street, meaning trying to build conversations not just throwing posts out

there. Understand that fans from different industries and interest groups might be interested in

different facets of Eden Housing, try to tailor the posts to those niches. In this way, the chance of getting

likes and comments is higher.

Use photos to express yourself. Yes, it’s true that photograph can communicate something in a more

personal, faster and easier way. And people no longer read texts. Based on a research conducted by

Nielson, the web usability consultant, people spend some of their time understanding the page layout

and navigation, as well as looking at the images. People don't read during every single second of a page

visit. More realistically, users will read about only 20% of the text on the average page. This is sending us

a big signal- use pictures more. In this aspect, Eden is doing quite well. They have posted a lot of pictures

so far. And the result also shows they did work better than just pure texts.

Be humorous, even though in the housing industry there is nothing to laugh about. However, if you

laugh, your fans will laugh with you. Likes and shares will be increased significantly. And sometimes a

joke could tell a story better than anything other way.

Humanize Eden. Posting emotions is a way of connecting to Eden’s online community. As an

organization, Eden has heart, feelings and spirit. Express those to people who liked you and make them

feel that Eden Facebook isn’t a production channel; it’s a communication platform instead.

Ask questions to sparkly conversations. The format can be various. It’s a mistake to just putting up a

Facebook and expect someone will drop by. Usually when you start with an open ended question, your

readers will see it and they might answer or share it, even more, they will come back and check other

people’s answers after a while. This is a good example of consistent engagement.

35 | P a g e

Post often, usually once a day is fine. So it ensures the brand image and updated information in people’s

minds. If you post once a month, your post will be buried quickly among tons of the posts on your fans’

newsfeeds. Sometimes is there is nothing new to post, Eden could even highlight or introduce some of

its employees, either an accomplishment recognition or even a funny picture taken at work. Eden can do

it every week or every month, making it a regular feature of its Page. This will give more information to

people who don’t know much about Eden. And the post is very likely to be exposed to that employee’s

friends and family, which will bring out more brand impression and attention.

Thirdly, track and measure Facebook page in a more effective and responsive way. Eden is using

Facebook insights to measure its Facebook performance. However, the actions need to be taken after

reviewing the charts. Once one problem is detected, Eden has to respond right way by executing a

change. Only by doing this, a progressive improvement will take place in a fast pace.

At last, be creative.

Finding new and creative ways to engage Eden’s fans is an important part of fostering an active online

community. One way to do that is developing an app, game or quiz that fans can use once, or even

several times. This can include creating interesting content that they can post to their Walls so people in

their circles can also learn about Eden Housing, thus increasing the possibility that more people will visit

the Eden Housing’s Facebook page.

Or add a donation box to Eden’s Facebook page. This will help Eden in fundraising. It makes easier for

fans to donate, they don’t have to go to Eden’s website to donate, which expand the range of potential

donors. Under the pressure of multi-level financial cuts, it is a way of getting financial support for Eden,

especially when Eden grows bigger in the online community.

Twitter

The fact is, the total impact of a tweet can be anywhere from 1-20 times the direct traffic you see from

that tweet. So why not utilize Twitter to spread out your word?

Eden Housing does have a Twitter account, and so far they have 422 tweets and 130 followers. If you

look at Eden Housing’s Twitter posts, you will find that the posts are exactly the same as the ones on

their Facebook. But is the Twitter just another social media tool like Facebook? This puts us at risk of

36 | P a g e

missing the fundamental differences that make each platform valuable in its own way for Eden Housing.

The main difference is that Facebook is more of an ongoing social relationship builder. Twitter keeps

people updated, and topics and trending conversations are constantly changing. It's more about staying

informed on the issues they are interested in, rather than a social network hub. First, let’s take a look at

Eden’s Twitter performance by pulling a report from tweetreach.com (Exhibit 3). As we can see, the

impression is 6998, and the reach is 6344. The highest exposure is contributed by @AFHMag, who

created 3565 impressions. Based on the measuring terms that social media professions use (see in

Exhibit4), we could say Affordable Housing Finance retweeted Eden’s post and generated more than 3k

impression for Eden Housing with one retweet due to its large follower base. However, there is no

guarantee that 3565 people actually saw it. Both reach and impressions should be just directional

metrics to give us an idea of how many people could have seen. Eden should use these metrics to get a

sense of the size of its potential audience, and use direct number like retweets, replies to gain a more

complete picture of its impact.

Based on Eden Housing’s Twitter account and the difference from Facebook, there are few suggestions

we want to make:

Add a Twitter button to Eden’s website and Facebook page. That’s one way of being honest to the

public. So far the website has a Facebook icon, however it doesn’t have Twitter. This will limit Eden’s

ability to reach out more audiences. Also installing Twitter app in Facebook is very easy and doable.

Placing the Twitter icon on Facebook will help switch their fans to followers as well. Also, using a Twitter

background picture which matches Eden’s branding is suggested. In this way people would get a direct

impression about what Eden does.

Be authentic, build personality. As a non-profit organization, traditional marketing deliverables and

content is perfectly fine for Eden’s website or Email newsletters, however, web 2.0 requires more

inspiring conversations, unique personality and authentic living objective. Especially in Twitter, it’s the

most important factor affecting its impact. Get Eden voice and personality, spread it. However, posting

“I need coffee” or “I need a break” doesn’t work. Make sure the content you tweet is valuable and

retweetable while being authentic. Another thing should keep in mind is that don’t use auto responding

messengers for your new followers. It doesn’t leave a good impression.

37 | P a g e

Follow the people and groups who followed you. If this is a personal Twitter account, then it’s ok to just

follow the ones you are most interested in. But in Eden’s case, it is not only an organization account but

a nonprofit. So it’s all about your audience. Anyone who follows you might be your potential donor,

volunteer, employee and even resident. By doing so, you are sending a message that you are listening

and you are always there for them. If you take a look around Twitter, it’s not hard to find the most

successful and retweeted nonprofits follow everyone who follows them. But if you really are more

interested in some particular tweets and groups, use “favorite” button to organize the mess.

Tweet inspirational quotes which motivates the community. As a non- profit organization, it has the

nature of spreading inspiring words such as "Activism is my rent for living on this planet." - Alice Walker.

This method works well in Twitter. It rarely fails. Those relevant but inspiring quotes are most likely to

be retweeted than other tweets, because people link it to their own identity to the words by retweeting

it. However, this can’t be done too often; probably once or twice a week is a good move.

Pictures aren’t as important as conversation on Twitter. That’s opposite to Facebook. Try to make a

conversation to your followers and use #hashtags (People use the hashtag symbol # before a relevant

keyword or phrase in their Tweet to categorize those Tweets and help them show more easily in Twitter

Search - www.twitter.com) As far as we see, Eden hasn’t done too much regarding to utilizing this

function. We suggest Eden use the hashtags to get more exposure. Anyone who does a search for that

hashtag may find Eden’s Tweet. But we have to use it correctly, which means using hashtags only on

tweets relevant to the topic; otherwise it will lose the point of doing so.

Amplifying the messages, which means Eden could tweet diverse content, include links from other

sources, call to actions and recognize the participants and say “thank you”. This will help Eden expand its

followers and engagement in a bigger scale. The more people follow you and look at you, the more

chance you will get to move them to the top of the ladder of engagement (see in Exhibit5), where Eden

followers will make donations or take actions, or encourage others to do so.

Integrate tweeting into Eden’s organization’s programs. Either there is an event, an online activity or just

collecting new ideas, there is always chance to involve followers and make them feel that they are part

of the program and they are doing something meaningful to the community.

Use tracking tools to measure the performance and view what kind of content is more appealing to

followers therefore customize your message for the next time. Bitly is a free one for Twitter, you can

38 | P a g e

view basic statistics on exactly how many people click the links you post. This is an important practice so

you can look at the trend and discover serious issues.

Again, it’s about community building around your mission. Just having a Twitter account does not

magically produce any results. You have to work the profile. If you Tweet once a week, you will get the

results of one Tweet. But if you Tweet 5 times daily throughout the whole week, you might the results of

25 Tweets weekly, which will greatly increase the chance to be retweeted. According to the Twitter’s

ladder of engagement, we would like to see Eden Housing climb the ladder in a rapid but steady way.

LinkedIn

They have 208 followers and 81 employees on LinkedIn.

LinkedIn is definitely different from the Facebook and Twitter. Besides connecting with individuals

themselves such as volunteers and employees, Eden can also connect with other organizations as a

whole. And it carries a function that most social media platforms don’t, which is that you can see who

views your profile! This enables Eden to know who is interested in Eden and might check them out later.

Also, utilize the recommendations tool in LinkedIn. Eden can attract new donors or investments by

having their loyal residents write a heart-touching recommendation story and spread the word. At the

same time, Eden can write endorsements/recognition letter for their volunteers or employees, which

will encourage more people to work for Eden with pride. Therefore it could expand their volunteer base

and increase the brand recognition.

While managing various social media (See sample postings in Appendix 3), we suggest Eden Housing

take different method and have different focus on each particular platform; however, the consistency

and integration between them can’t be ignored. As long as Eden sticks to their mission and make

continuous efforts to stay connected to the world, I believe that one day its online community will be a

big family who enjoy sharing and caring.

TV and Radio advertisement

The TV and Radio advertisement messages should be precise and informative. Due to the cost and the

effectiveness of these marketing media, we recommend Eden Housing to have a TV and Radio

advertisement campaign one month before the start of the events so that Eden Housing can have 2

39 | P a g e

weeks left before May 18th to register biking event participants. The method will help Eden Housing

having full control of number of participants to better prepare the biking event.

1. Length of the advertising campaign: 2 weeks

2. Purpose of this advertisement is to announce the beginning of the celebration with Kickoff

Bicycle event on May 18th and to attract volunteers to participate in the events.

3. Message of the advertisement should include mainly information about the event and

instructions how to participate in the events: date, place and time of the event, the cause the

event is supporting and what the public can do to help. To be cost efficient, the message should

be focused, short but attractive. An example of the advertisement message can be:

“Since 1968, Eden Housing has partnered with community throughout California Bay Area

and Central Valley to create affordable homes in one of the most expensive areas in the

country. The commitment goes far beyond building homes, even helps families to achieving

economic success (the “Eden Housing residents share their stories of success” video on Eden

Housing website). We are proud to announce our 45th anniversary kickoff bicycling event on

May 18th at (location) from (time) to (time). We would like to invite everyone to join us at

the event to build a stronger community spirit and support. Join us! Together we can go

further in helping our communities! Call us at 510-582-1460 or visit our website at

www.EdenHousing.org to register for the event.”

The Lake Chabot Bicycle Kickoff event

The bicycling event will be held on May 18th at Lake Chabot Park in Oakland in the Castro Valley District.

The event, “The Lake Chabot Bike Ride” will cover approximately 5 miles along the Lake Chabot Bike

Loop starting at the north end of the lake at the “Day Use Parking” area and ending at the Lake Chabot

Marina. The participants will receive an Eden Housing Anniversary edition or their regular shirt

(Depending on supplies) and food and drinks will be provided by a caterer at the end of the ride.

Engagement of Stakeholders through Donations

This event can help to bring more awareness by having participants gather nominal donations from

friends, family and co-workers for every mile they ride. The money can be donated to cover some of the

costs of the bike event and should be used to increase participation.

40 | P a g e

The event should be linked to an online registration form which should end 2 weeks before the event to

acquire the amount of participants and to order food/ drinks ahead of the event. An online form can be

generated on the Eden Housing website or for free on www.weebly.com .

Lake Chabot Park Costs:

Special Event Permit Application Fee: $250 if complete application packet is submitted 60 or

more days prior to event

Application Fee for Non-District fee-based programs that utilize District parkland and trail

systems: Non-profit (501-3C) Organization: $50/course, OR 10% of gross revenue, whichever

is greater

Vendor Permit: $50/event or 10% of gross sales (t-shirts, food, drinks, etc), whichever is greater

Standard District Sanitation Trailer Rental (includes 2 toilets w/100 gal. of non-potable water).

Three available for rent at $132/day

Lake Chabot Park Costs

Special Event Permit Application Fee $250

Application Fee to utilize trail systems $50

Vendor Permit: $50

2 Portable Toilets $132

Total $482

Source: http://www.ebparks.org/activities/permits/bookingspecialevents/specialeventpermitfees

Vendors for the Lake Chabot Bike Event

Local vendors that can provide catering with services provided for the event and do not require Eden

Housing to purchase a one-day permit for Lake Chabot Park:

Ann’s catering▪ 2922 Domingo Avenue ▪ Berkeley, CA 94705

41 | P a g e

Phone: 510-649-0869

Fax: 510-649-8568

E-mail: anns-catering@sbcglobal.net

Website: www.anns-catering.com

Menu: http://anns-catering.com/Anns_Catering_FW_2012.pdf

Miraglia Catering▪2096 Burroughs Avenue▪ San Leandro, CA 94577

Telephone: 510.483.5210

Toll-free: 800.992.2837

Fax: 510.483.6855

Website: http://www.cateringandmore.com/

Menu: http://www.cateringandmore.com/pdf/MiragliaDeliveryCatalog.pdf

Checkers Catering ▪ Livermore, CA

Phone: 925.968.1121

Fax: 925.968.9506

Website: http://www.checkerscatering.com/

Menu: http://www.checkerscatering.com/menus/bbq

T-Shirt Printing

Eden Housing has two options for T-shirt printing cost: either supply the T-Shirts with the existing in-

house inventory (can be at $0 cost if Eden Housing has enough T-Shirts for the event) or printing new T-

42 | P a g e

Shirts with a specific design for the event. If Eden Housing doesn’t have or doesn’t want to use their

current T-shirt inventory but to create a special design bicycling event, with Custom Ink company, you

can customize designing the T-shirt online (Exhibit 6). For a specific price quote, the following details

need to be submitted:

1. The specific product and color you want to print on

2. How many ink colors you want on each side of your product

3. How many pieces you need to order

For better understanding, below is the sample T-shirt pricing (www.customink.com):

Shirt Quantity 1-5 6-10 11-20 21-50 51-100 101+

White Shirt $20-$22

Free Shipping

$13-$20

Free Shipping

$9-$13

Free

Shipping

$7-$9

Free Shipping

$5-$7

Free

Shipping

$4-$5

Free Shipping

Black / Color Shirt $23-$25

Free Shipping

$14-$23

Free Shipping

$10-$14

Free

Shipping

$8-$10

Free Shipping

$6-$8

Free

Shipping

$5-$6

Free Shipping

We will assume to print out 200 T-shirts in white color at $4/shirt. The total cost for both options will be:

T-shirts

Option Existing inventory Print T-shirts

Qty 200 200

Price per unit $0.00 $4.00

Total price $0.00 $800.00

43 | P a g e

Banners

Eden Housing can either offers their sponsors to have all banners taken care of for the event or to be

cost effective, sponsors can bring theirs and Eden Housing can bring its own existing banners. Below is

the estimated cost (www.bannersonthecheap.com) for these two options:

1. Eden Housing take care of all banner costs

2. Eden Housing orders 3 extra banners designed for the 45th Anniversary events while also using

their own existing banners. Sponsors are using their banners.

Banners (8 ft x 3 ft)

Option Eden Housing and Sponsors banners Eden Housing Banners only

Qty 20 3

Price per unit $28.00 $28.00

Total price $560.00 $84.00

Volunteers and Residents Video Clip Competitions

Purpose

Through the competitions, Eden Housing will gain public awareness from social media websites such as

Facebook, Twitter, and YouTube. Then, Eden Housing may use the video clips for advertising on radio

and/or television as well as social media websites for non-profit purposes. Moreover, Eden Housing will

attract and retain more volunteers by the competitions.

44 | P a g e

Register Interact onsocial media websites

Make video clip Post onsocial media websites

Follow the postings

Award winnersEvaluate video clips

Flowchart of Volunteers and Residents Video Clips Competitions Steps

Step 1: Register for the competitions

To encourage more people to participate in the competitions, Eden Housing should announce

them on social media websites and volunteer kick-off meeting, and advertise on radio or

television on week before the beginning

Volunteers and Residents register for the competition by fulfilling the forms: Competition

Registration and Media Release, and then submit these forms (Appendix 1) to Eden Housing by

sending to mailing address:

Eden Housing

Attn: Volunteers and Residents Video Clip Competitions

22645 Grand Street

Hayward, CA 94541

Or email with the subject “Volunteers and Residents Video Clip Competitions - Register” to:

ehiinfo@edenhousing.org

Date for registering: from June 1, 2013 to September 15, 2013

Step 2: Make a video clip

Volunteers or residents make a short video clip by themselves from whichever they have such as

mobile phone, camera or camcorder.

The video clip is no longer than five minutes

45 | P a g e

The volunteers or clients’ tell their own story or experience about living or volunteering with

Eden Housing. They may tell how Eden Housing changed their life or gave them a hope in live.

Step 3: Post the video clip

Volunteers or residents chose the best video clip to post on Facebook and/or YouTube.

o Posting on Facebook: volunteers or residents must post on Eden Housing’s wall page

1. Login with their accounts

2. Visit Eden Housing webpage

3. Click on “Like” button on the top the page

4. Click on Video link at the top of the page

5. Select the video clip from their computerto upload on Eden Housing wall page

o Posting on YouTube: post the video clip by their own account

To get started uploading videos on YouTube, follow the steps below:

1. Sign into YouTube

2. Click the Upload link at the top of the page

3. Select the video clip to upload from their computer

Make sure that they’re using one of the following

formats: .MOV, .MPEG4, .AVI, .WMV, .MPEGPS, .FLV, 3GPP, WebM

Then, volunteers or residents must send the link to Eden Housing via email

ehiinfo@edenhousing.org, or use the link from YouTube to post on Eden Housing

Facebook account

After doing so, volunteers or resident must inform Eden Housing by email with subject

““Volunteers and Residents Video Clip Competitions - Submit” to ehiinfo@edenhousing.org

46 | P a g e

Eden Housing should add competitors and use the media link to post on its Twitter account

Step 4: Interact on social media websites

Volunteers or residents encourage their family members or friend to leave feedback or

comments on their posting on Facebook or/and YouTube or/and Twitter

The more people involve in their posting, the more chance they can have to win the

competition.

Step 5: Follow the postings

Eden Housing records and monitors every video clip (Appendix 2)

Eden Housing needs to assign two volunteers for each website, Facebook and YouTube to follow

the postings.

The volunteers need to positively reply to comments on social media websites as soon as

possible. Then, the volunteers record the number of comments on documents.

Step 6: Evaluate the video clips

From October 1, 2013 to October 15, 2013, Eden Housing appoints a judge board to evaluate

the video clips based on: the total number of comment on social media websites (30% of total

point), and the quality of video content (70% of total point)

A judge board selects the best three video clips for each competition to broadcast on radio or

television during the week before Anniversary day. Also, the owner of the best three video clips

will tell the audience their story on Anniversary day (November 16, 2013)

Step 7: Award the best three video clips for each competition

On Anniversary day - November 16, 2013, the best three video clips will be awarded.

The first place: $700; the second place: $500; the third place: $300

47 | P a g e

Training Program

Purpose

The training program will help Eden Housing’s residents improve their knowledge and skills. Putting

training program in a system helps Eden Housing manage its volunteers’ operations including

monitoring, evaluating and giving feedback. Moreover, it will expand the relationship between Eden

Housing and its neighbors.

Cooking classes

Purpose

It helps Eden Housing’s residents improve their cooking skills as well as make their meals, especially in

special occasions more variety by learning from different tradition foods from other countries.

Moreover, by recruiting volunteers – restaurant owners around Eden Housing building, Eden Housing

will expand relationship with their neighbors. The second purpose is that Eden Housing will help

restaurants around Eden Housing building gain more customers – Eden Housing residents.

Location

Eden Housing classrooms or resident’s kitchens

Time

Following training program schedule

Description

Before the cooking class, the volunteer would inform Eden Housing the raw materials needed for the

cooking class and Eden Housing would prepare for these raw materials.

Option 1

Eden Housing would purchase 1 set of portable stove and small oven. The volunteer would perform the

cooking procedure in class. The residents would take notes and perform at home.

48 | P a g e

Cost: Fixed $100 (portable stove and small oven) + Variable $50 (depending on different gourmet) +$0

(other small appliance such as knives, plates, etc. provided by the trainees or the employees of Eden

Housing)

Option 2

Eden Housing would arrange 1 volunteer to perform the cooking procedure at one resident’s home and

record the whole procedure. Then, Eden Housing would record the procedure and post it on Eden

Housing’s website so that each resident could get access to the cooking classes.

Cost: Variable $50 (depending on different gourmet) +$0 (other small appliance such as knives, plates,

etc...Provided by the resident)

Example:

Gourmet: Old-Fashioned Bread Pudding

Ingredients:

2 cups milk

3 eggs, beaten

1/3 cup sugar

1/2 teaspoon salt

1/2 teaspoon vanilla extract

4 slices white bread, without crust

1 teaspoon cinnamon

dash nutmeg

1/2 cup raisins, optional

Eden Housing’s Purchase List:

49 | P a g e

Raw Materials Estimated Cost

milk 5.00

eggs 5.00

sugar 6.00

salt 1.50

vanilla extract 4.50

white bread flour 5.00

cinnamon 5.00

nutmeg 8.00

Raisins, nuts… 5.00

TOTAL 45.00

*Source: Wal-Mart

Tutoring:

Purpose:

It helps Eden Housing’s high school students improve their study and prepare them for college study.

Location:

Eden Housing classrooms

Time:

Following training program schedule

Description:

Volunteers would determine the subjects of the tutoring classes depending on their specialties. Eden

Housing would help to copy the study materials if needed.

50 | P a g e

Microsoft Office Application:

Purpose:

Most of the Eden Housing’s residents are low-income families. They are lack of certain skills required for

better jobs.

Location:

Eden Housing classrooms

Time:

Following training program schedule

Description:

The Microsoft Office Application classes introduce the basic knowledge and operation of Microsoft

Word, Excel, and PowerPoint. The residents will improve themselves in terms of computer skills after

taking these classes.

Social Media and Basic Computer Skills

Purpose:

The social media and basic computer skills classes target the senior residents of Eden Housing and will

provide them a colorful retirement life.

Location:

Eden Housing classrooms

Time:

Following training program schedule

Description:

The social media and basic computer classes introduce the very basic knowledge of using computer and

social media. The senior people would learn how to operate the computer, how to type, how to post

and sharing interesting information on Facebook, how to watch videos on YouTube, etc.

51 | P a g e

The Anniversary Day

One of the November weekend can be chosen for this event. The first goal of the Anniversary day is

certainly to celebrate the 45 years of works that Eden Housing has been providing for the local

communities. The second goal of the day is for Eden Housing to present their appreciation to their

partners, supporters and volunteers.

Location of event can be held at Hayward City Hall which is right next to Eden Housing building. Not only

it is a very convenient, but also it can hold a large crowd with a reasonable cost. The City Hall is also a

business-oriented place that is formal enough to show respect to all the guests. There are different

location options in the City Hall to rent. However, the best area is Rotunda which is the circular, glass-

enclosed entry area. The rental cost is $575 per event. The Rotunda serves as a meeting forum and

gathering place for community celebrations.

Guests of the events should at least include:

1. All partners that Eden Housing would like to show appreciation and say “Thank You” to,

including bank partners, construction and architecture companies that worked with Eden

Housing, restaurants and others.

2. All individual donors who donated financially as well as physically.

3. Participants who joined Eden Housing in all the Anniversary events, especially winners of the

story telling competition.

4. Outstanding residents who participated and contributed most to help Eden Housing.

5. All volunteers.

Event contents should at least include the following activities:

1. Achievements: It is the time to sum up all the good works and improvement of Eden Housing.

Announcing all what it achieved last years as well as the last 45 years is a great reward and a

way to say “Thank you” to all its supporters. Chronological developments and achievements of

Eden Housing are showed by pictures with a projector on the stage or pictures gallery which set

up at the anniversary.

52 | P a g e

2. Recognitions: It is very important to acknowledge and recognize the contributions of all business

and individual partners and donors. Because Eden Housing is a non-profit organization,

participations of them are mainly come at will.

3. Resident: 3 winners of the story telling competition will tell their stories. These stories strongly

raise awareness for Eden Housing with good reputation and images about non-profit

organization which exists for benefits of the community. Reporter and some employees will

records these activities to post on the Eden Housing main website and social media.

4. Awards: Winners of the story telling competition not only have the videos used for Eden

Housing’s advertisement, but also are awarded and recognized at the event.

5. Future plans announcement: Because this is the only time when Eden Housing can gather all its

supporters in one place, it is a great time to let them know Eden Housing’s next year action plan

and training programs. This helps the supporters to have an idea of what they can do for Eden

Housing and register their commitment right at the event.

6. A small buffet party is an opportunity to create a network for participants.

7. Send “Thank you” cards and souvenirs with Eden Housing logo to show appreciation to

participants, and remind them about Eden Housing.

8. Proposed final budget for all events:

Proposed final budget: Based on the cost information mentioned above of individual events, we proposed the budget for Eden Housing to prepare for the events are between $4,277 and $17,653 depending on options given in each event above.

Activities Min MaxSpecial event permit application fee $250 $250.00Application fee to utilize trail systems $50 $50.00Vendor permit $50 $50.002 portable toilets $132 $132.00T-shirts $0.00 $800.00Coordinator permit $121.00 $121.00Banners $84.00 $560.00

Story Telling competition$1,500.0

0 $1,500.00Cooking classes (using listed example) $50.00 $150.00TV advertising (2 weeks) $0.00 $12,000.00

Radio advertising (6 weeks)$2,040.0

0 $2,040.00Total estimated cost $4,277.0 $17,653.00

53 | P a g e

0Costs are quoted at the time of planning, subject to change at execution. Foods for events are not included in this calculation.

54 | P a g e

Additional Information

Exhibit 1

55 | P a g e

Exhibit 2

56 | P a g e

Exhibit 3

57 | P a g e

Exhibit 4

Exhibit 5

58 | P a g e

Exhibit 6

59 | P a g e

Appendix 1

Storytelling competition registration form

COMPETITION REGISTRATION - MEDIA RELEASE

Competitor Name: _______________________________________________________________Phone:___________________________Email: _________________________________________Address: ________________________________________________________________________City:______________________________Sate:_________________________________________Zip:____________________________Country:_________________________________________

1. The competitor wants to participate in: Volunteers Video Clip Competition Residents Video Clip Competition

2. Expected date to submit video clip: ________________________________________________

3. The competitor will submit the video clip by (choosing all if applicable):

Upload on Facebook Upload on YouTube Send Eden Housing the link via email to ehiinfo@edenhousing.org

4. The competitor owns or/and makes the video clip

5. The competitor commits to engage his/her family members and friends to involve in his/her posting to get the prize.

6. The competitor grants Eden Housing the right to edit, use, and reuse the video clip for non-profit purposes including use in print, on the Internet, and all other forms of media.

7. The competitor releases Eden Housing and its agents and employees from all claims, demands, and liabilities whatsoever in the connection with the above.

Signature Printed Name

Date

60 | P a g e

Appendix 2

Storytelling competition follow-up posting record

Competito

r Name

Social Media

WebsitesNumber of comments

NotesFaceboo

kYouTube June July August September October

61 | P a g e

Appendix 3

Sample postings for Social Media channels

Facebook

I. Want to get credit for what you do? Join Eden Housing’ serial events in 2013! Fun bicycle trip in May, video clip competition and ongoing training programs. At last we will have a volunteer recognition and reward at our 45th Anniversary celebration party! You might appear on your local TV station! For more details, please go to www.edenhousing.org

II. Want to have an impact on people’s lives? Support Eden Housing by simply bicycling with us. We provide T-shirts, food and a great party, who is in?

III. Announcing our first-ever Eden Housing Video Contest: We're looking for videos from our volunteers and residents. Not only can you win great prizes from us- CASH, but you could also share your video to potential donors! Timeline: from June 1, 2013 to September 15, 2013. We're here to answer any questions!

IV. Cooking, tutoring, computer basics and Microsoft basics any of them sounds like your skill? Join us, we provide a platform for you to change other people’s lives. From 2013, we provide more training programs for our residents and volunteers. Sign up today! Take actions now!

V. 2013, Eden Housing’s 45TH Anniversary. We want to thank our volunteers, donors and residents with a celebration ceremony in Hayward City hall. We want to recognize the important role that volunteers have played in helping our communities. We “love” and are grateful for the work they're doing!

Twitter

I. We are turning 45, but we never feel old. There are bunch of events going on for #volunteers and Eden residents this year. #Bicycle trip, #video clip competition and various #training programs! Check out the full schedule at www.edenhousing.org

II. Bicycle event, yes or no? If you are an avid #bicyclist and a #community activist? Join our first bicycle event! We provide T-shirts and Food!

III. Register now! It’s time to tell your story! No matter you are a volunteer or a resident at Eden Housing, we know there are stories behind it. If you have an inspiring story, we’d LOVE to hear it!

IV. Feel free to stop reading this if you never enjoy #sharing. In 2013, we provide more training programs than ever before. Sign up today if you like sharing and helping! Even just once, it means a lot to us!

V. Celebrating our 45th #Anniversary with us! We will recognize our best volunteer, best video clip

and more! Sign up now to attend! You probably will hear the most heart touching story there!

62 | P a g e

Reference

2010 Executive Summary of Deloitte Volunteer IMPACT Survey

Anonymous, “Lake Chabot Park: Book and Planning a Special Event” EBParks.org. Retrieved from: http://www.ebparks.org/activities/permits/bookingspecialevents#five

Anonymous, “Skills-Based Volunteering” Corporation for National and Community Service. Retrieved from: http://www.nationalserviceresources.org/sbv

Davis, Morgan (January 6, 2010), “Skill-Based Volunteerism Helps in Tight Economy”.Monster.com. Retrieved from: http://nonprofitpeople.monster.com/news/articles/266-skill-based-volunteerism-helps-in-tight-economy

Ilene, Shari (September 1, 2010) “Social Enterprise: Extending Innovation to Volunteer Engagement”. VolunteerMatch.com. Retrieved from: http://blogs.volunteermatch.org/engagingvolunteers/2010/09/01/social-enterprise-extending-innovation-to-volunteer-engagement/

Peterson, Dane K, Benefits of participation in corporate volunteer programs: employees' perceptions, Personnel Review; 2004; 33, 5/6.

Sara Dolnicar and Katie Lazarevski, Marketing in non-profit organizations: an international perspective, School of Management and Marketing, Marketing Research Innovation Centre (MRIC), University of Wollongong, Australia, received in 2007, accepted in 2009.

Sparrow, Samantha (March 15, 2012) “What can charities do to engage more young volunteers?”, The Guardian. Retrieved from: http://www.guardian.co.uk/voluntary-sector-network/2012/mar/15/how-charities-engage-young-volunteers

Volunteer Engagement among Non-Profits, understanding the process to recruit, train and utilize volunteers in New York State, The Siena College Research Institute for The New York State Commission on National and Community Service.

Vale´rie Millette and Maryle`ne Gagne, Designing volunteers’ tasks to maximize motivation, satisfaction and performance: The impact of job characteristics on volunteer engagement, Motiv Emot (2008) 32:11–22, DOI 10.1007/s11031-007-9079-4.

United we serve, Summer of service - Impact briefing, a special report from VolunteerMatch, June 22-Sept 11, 2009.

http://smallbusiness.chron.com/swot-analysis-nonprofit-organization-4407.html

63 | P a g e

http://www.facebook.com/EdenHousing?fref=ts

http://nextprinciples.com/social-media-tips-for-non-profit-organizations/

http://beth.typepad.com/

http://www.statisticbrain.com/social-networking-statistics/

http://www.socialbrite.org/2010/12/16/12-free-tools-to-measure-your-social-influence/

http://blog.nielsen.com/nielsenwire/social/2012/

http://nonprofitorgs.wordpress.com/2011/06/27/five-ways-to-grow-your-nonprofits-facebook-fan-base/

http://readwrite.com/2008/05/07/the_stats_are_in_youre_just_skimming_this_article

http://tweetreach.com/reports/6509989?v=2

http://www.fundraising123.org/article/10-twitter-tips-nonprofit-organizations#.URWoK6VEGJU

64 | P a g e