Case study: Youth off the streets

Youth off the streets is a non-for-profit organisation founded in 1991 that has expanded rapidly in recent years due to the integration of digital media. They aim to support young people who are experiencing hardship in their life such as homelessness or substance dependency. The organisation aims to turn their life around and overcome the trauma. Throughout the years, the organisation has created more than 25 services with funding from both the community (65%) and government (35%), raising $1,487,132 in 2010/11, highlighting their broad reach within the community and online. The organisation is based in Sydney and expanded their presences in within the local King Cross area, securing strategic relationship with a number of corporations.

Youth off the streets has capitalised on the growing use of technology, particularly in this demographic. In doing do, they can maintain current relationships and develop new ones through different platforms. They regularly content their audience through email marketing to keep them well informed about upcoming events and garner a close relationship. They are able to support young people by actively posting on social media. They use real life examples to provide users better understanding of their services. Aside from its digital platforms, word of mouth has also contributed towards its expansion where participants discuss their own experience with others to create positive first impression.

What can other non-for-profits entrepreneurs learn from its strategy?

1. Set up a website and a variety of social platforms (depending on your resources and demographic) and actively update it. Employ keywords to optimize the search result and create clear first impression that generates viewers’ interest.

2. Consider email marketing to keep your eager audience updated. This is especially important during the current COVID 19 situation as people may not have the opportunity or motivation to research what your company is. It will also minimise the negative impacts.