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SUCCESS STORY: DEVELOPS RECRUITMENT STRATEGY FOR THE FRESH AIR FUND
Company Profile: The Fresh Air Fund's mission is to provide underprivileged New York City children with a summer experience. Since 1877, The Fresh Air Fund, a not-for-profit agency, has provided free summer vacations to over 1.7 million of New York City children from disadvantaged communities. Each year, thousands of children visit volunteer host families in 13 states and Canada through the Fresh Air Fund’s Friendly Town program or attend its summer camps. The Fund owns five camps in upstate New York. Each summer, 3,000 children enjoy Fresh Air camps.
Situation: In 2007, recognizing the tremendous growth of the Chinese population in NYC and that over 40% of Manhattan’s Chinatown’s children live in poverty, the Fresh Air Fund was looking to extend its outreach to the Chinese community. The Fresh Air Fund asked The Pao Principle to help it create and develop its first ever Chinese community outreach program.
Solution: The Pao Principle worked with the Fresh Air Fund’s Outreach Director and:
| • | Interviewed past Chinese child campers and their parents to understand their respective experiences and how we could leverage them as ambassadors to The Fresh Air Fund program |
| • | Identified and contacted leading members of the Chinese community asking for their support and help |
| • | Developed and implemented a grassroots program designed to increase visibility and awareness of The Fresh Air Fund to the New York City Chinese community |
Results: The Fresh Air Fund's Executive Director set a goal of recruiting 50 children. The Outreach program resulted in 200 Chinese children awarded the opportunity to enjoy a Fresh Air Fund summer experience.
Copyright 2009