IMC Brand Presentation - WIN Los Angeles

Caitlin Thomas presents on One Los Angeles, an organization that focuses on prevention and early intervention for children and families in L.A. They provide in-home caregiver child psychotherapy and case management, as well as community events and support services. They target donors who are financially secure and connected to mental health and child development. Their therapy program costs $100 per session, with major donors contributing $400 per family. Their focus is on providing mental health therapy for children aged 0-5, as early childhood trauma can lead to various issues later in life. They have a 300% return on customer investment and prioritize customer contribution, commitment, and champions. Donor engagement is driven by storytelling, and they are working to diversify their donor base. Their goal is to create a brighter future for mental health with the support of donors. Good evening everyone. My name is Caitlin Thomas and I'll be presenting on the organization that I work at, One Los Angeles. In the past year, One has had a profound impact on the lives of over 14,000 children and their families throughout L.A. Our reach extends from south L.A. to the west side and at One we're proud of our innovative award-winning model for prevention and early intervention. Our approach combines in-home caregiver child psychotherapy with case management, all focused on delivering measurable outcomes. This foundation of relationship-based care really does set us apart. But we don't stop there. One also hosts community events. We provide education, rental and bill assistance, diapers, wipes, groceries, and more to families who are facing adversity. Our care aims to provide families with positive experiences and the support they need to heal together, build resilience, and most importantly, prevent the transmission of intergenerational trauma. Now let's dive deeper into our strategies for success. First, I identified our donors and prospects through behavioral data. Our donors primarily fall into the following categories. They are typically individuals and families in L.A. who are financially secure and age 35 or older. Many of them work professionally in the mental health or child development field, so they do feel very connected to our mission. And we've noticed that most of our individual donors are high-value donors. They give sometimes $10K a year or more. A lot of them are also monthly or seasonal donors, which shows their consistent support. Moreover, our major donors actively engage with WIN. They attend our annual gala, they will participate in fundraising event planning, and they'll share WIN with their peers. Now moving on to step two, I narrowed down specifically to the therapy program at WIN. We currently have about 90 family clients with children age 0-5, and the unit price for one therapy session is set at $100. Now major individual donors, corporate partnerships, grants, and government contracts contribute around $400 per family, enabling each family to receive four therapy sessions monthly. This results in an annual demand of $5,200 per family each year, with the gross sales reaching $468,000 and a gross margin of $234,000. Now at WIN, our primary focus is on providing bilingual English and Spanish mental health therapy paired with that intensive case management for families with children age 0-5 in L.A. And what really sets us apart from other therapy nonprofits is our specificity in targeting this age group and our commitment to providing that in-home care. Did you know, science shows that homelessness, substance abuse, chronic adult mental illness, and suicide are strongly correlated with early childhood trauma. Only targeting adults struggling with these issues has proved ineffective. Therapy and support for parents and children during early childhood, specifically under 5 years old when the brain is still forming, can prevent later addiction, school failure, violence, and mental health issues that arise as traumatized children then become adults. Throughout treatment, WIN even ensures that food, medical, and housing needs do not disrupt this therapeutic process. Please allow me to share a quote from one of our clients that encapsulates the essence of what WIN stands for. Growing up, I heard jokes about depression. If you had mental health problems, you were la loca, crazy. In my community, it's seen as weakness. We don't talk about it. From a young age, I saw my mom struggling. She was depressed. There was little food, no work. Sometimes she took it out on my brother and me. I didn't think the same thing could happen to me until I had my daughter. Now moving on to step 4, our return on customer investment at WIN stands at an impressive 300%, yielding an incremental gain of $3,000. Here's the rationale behind this gain. It's based on the average major donor contribution per year, coupled with our success in securing million-dollar governmental contracts through the Department of Mental Health, and our strategic marketing initiatives that attract new donors that ultimately lead to these higher profits. We understand that sustaining this success requires a commitment to the three C's. First, we have customer contribution. That initial income flow per donor is $5,200 per year, and that provides those WIN therapy sessions to our clients. Next is the customer commitment. We actively engage our donors to ensure regular and sustained giving. We offer options for donors to make automatic monthly contributions. We do text-to-gift campaigns. We'll host engaging fundraising events and create those impactful marketing campaigns like matching donation initiatives. And lastly is our customer champions. At WIN, we believe in involving our board and top donors through committee participation and volunteer recruitment. This not only connects them with the organization, but also allows them to provide valuable feedback and actively contribute to our success. Now, before I conclude, I do want to share a few additional insights. We have noticed that our donor engagement is really driven by our storytelling efforts. By sharing the stories of the families we've helped, we create a deeper emotional connection with our donors. This has resulted in an increased retention rate and contributions. Furthermore, we've embarked on a journey to diversify our donor base as well. We recognize the importance of inclusivity and are actively working to engage with donors from various backgrounds and age groups. This not only expands our reach, but also ensures the sustainability of our mission. In conclusion, our dedication to enhancing donor experiences through strategic initiatives, personalized engagement, and transparent communication really does set WIN apart. Our exclusive donor events and impactful storytelling, we really do aim to create a profound connection between our supporters and our mission. Together with our donors as our partners, we are collectively building a brighter future for mental health, one where no one suffers in silence and everyone has access to the support and care that they deserve. If anyone has any questions or feedback, feel free to let me know or reach out. Otherwise, thank you so much for your time and support.