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MERCED YOUTH CONNECT
City of Merced Proposal for Community Funding
Merced Youth Connect Sustainability Plan 2022
June 30, 2022
From September to May of 2022, several members of the MYC Executive Leadership Team accepted the opportunity to participate in a facilitated learning cohort of emerging organizations sponsored by Merced County First Five and hosted by staff from HandsOn Central California. The purpose was to facilitate the thoughtful development of a plan for ongoing sustainability, as participating organizations navigate the post-COVID landscape. MYC is proud to have successfully completed the cohort coursework and final presentation of a formal, comprehensive plan for sustainability. A copy of the final Sustainability Plan has been included in this proposal.
The plan focuses on growth in three key areas; expanding the capacity of the Board of Directors, reintroducing the MYC App to community members post-COVID and reestablishing our connection to the community through a robust volunteer engagement program. Community funding through the City of Merced will be used to meet our goal of reintroducing the MYC App to community members. Funding from Merced County First 5 and private fundraising will be used to accomplish objectives in two remaining areas of focus.
The framework for our marketing and outreach plan has been established, with a formalized plan scheduled for completion in August 2022. While digital outreach and social media tools will be a critical component, the backbone of our outreach plan is to invest in the in-person connection we promote to Users of the MYC App. We will be meeting with trusted local service providers to establish a visual marketing presence throughout the city and establishing a connection with local businesses listed on the App to co-promote. MYC will partner with the City of Merced to also promote the vitality of the Merced Connect App and services available to residents through the Department of Parks and Community Services. This includes the creation and distribution of high quality promotional video and digital marketing assets, as well as delivery of physical marketing material to relevant city locations, and high visibility placement of City of Merced priority listings within the MYC App.
Resilient and agile, the MYC family is eager to step into the future with sharpened focus. We have done the work openly and honestly to create a clearly defined, realistic plan for growth and sustainability. Our organization will need the financial support of committed funders to implement this plan successfully. We are seeking partnerships that align with MYC's mission of building a stronger community and inspiring future generations.
MYC is seeking $8,000 from the City of Merced Community Funding to purchase marketing and outreach material that will support the accomplishment of the first goal outlined in our Sustainability Plan, increasing MYC App Downloads and number of times access by each User.
Thank you for your consideration and please feel free to contact me if you have any questions.
Emily Tolsma, Chief Communications Officer
Organizational Capacity
Merced Youth Connect is a local, non-profit organization committed to serving families in Merced. Our organization was founded in late 2016 by a small but passionate team working to bridge the gap between youth in Merced and local service providers.
Our Board of Directors currently includes six founding members, all volunteering to contribute time and effort and we continue to learn and build together. This skilled group of individuals from diverse personal backgrounds partner to bring expertise from the social service, criminal justice, workforce development, housing, financial and public health sectors. In collaboration, our team reflects the diversity of the community that we serve and is an extraordinary example of the strength and value of connection in Merced County.
Our Team
Emily Tolsma, Chief Communications Officer
Emily Tolsma is Chief Communications Officer and current President of the Board. Her vision to develop an accessible, web-based platform where youth and families could easily access information about local events is largely the inspiration for the founding of Merced Youth Connect. Emily was born and raised in Merced, leaving only to earn her degree in Communications from CSU Monterey Bay. She is a proud local and her commitment to community is infectious.
During her 13 years of employment with the County of Merced, she has gained valuable experience working as a case manager and staff development trainer serving some of Merced County's most vulnerable families. In that role, she is known for her resourcefulness and creativity.
Greg Culot, Chief Financial Officer
Greg Cu lot is the Founding and current Chief Financial Officer of MYC and appointed Treasurer of the Board. Greg's eye for accuracy and genuine passion for fiscal responsibility make him an invaluable member of our Board. Greg contributes invaluable experience from both private and public sectors to our efforts. Greg holds a degree in Communications has been a Certified Public Accountant since 2016 and has been employed in fiscal management in Merced County for over a decade.
Delray Shelton, Founding Executive Member of the Board
Born and raised in Merced County, Sergeant Delray Shelton attended Golden Valley High School before earning his undergraduate degree from Ul&U and his graduate degree from CSU Stanislaus. He is currently the Operations Sergeant for the Merced County Sheriff's Office and serves as the Merced City Councilmember for District 6. Delray's friendly smile, casual nature and professional communication style make him ideal for working diplomatically with our community partners and public agencies.
Matt Serratto, Founding Executive Member of the Board
Merced's current Mayor and previous Council Member for District 5, Matt Serratto has served as an Executive Board Member for MYC since the beginning in 2016. He provides sound legal advice and an intimate knowledge of the people and places that make Merced special.
Shavon Roach, Founding Executive Member of the Board
Shavon's inspiring story is a perfect reflection of the difficult circumstances children in our county face, but also of the resiliency of the human spirit and enduring power of love through service.
Shavon credits her connection to resources, supportive relationships with professional, encouraging adults and sheer personal determination for her ability to overcome the challenges of her early life.
She is currently working hard to support young families as a Home Visitor through the MCOE and hopes to utilize her skills as an Adverse Childhood Experiences (ACE) Curriculum Facilitator, a Victim Offender Reconciliation Program Certified Mediator and a career Educator to develop direct service through MYC.
Julie Kellum, Founding Executive Member of the Board
A true daughter of Merced, Julie Kellum was born and raised in Merced, where she currently works for the Merced County Human Services Agency. Julie has experience as a Job Readiness Facilitator and CalLEARN Case Manager, supporting young parents and job seekers in our community. Julie's flair for the dramatic, generous and open spirit and willingness to engage with anyone make her great for outreach and engagement.
Pao Saechao, Founding Executive Member of the Board
Pao Saechao was born in a Thai refugee camp before his family immigrated to the United States in late 1979. They moved to Merced in 1985 and Pao graduated from Golden Valley High School before earning his B.S. in Business Administration from Georgetown University. Pao is committed to promoting access to resources for underserved families in Merced County.
Projects
The MYCApp
The original effort of MYC was simply to foster connections to activities, services and opportunities for youth in our community. This led to the development and implementation of the Merced Youth Connect App, live in 2017. Free and easy-to-use, the MYC app features 250 individual listings in 29 different sections. Families have fast, convenient access to Merced's only comprehensive listing of local businesses, clubs, sports leagues, programs and events specifically serving youth and families.
More deeply, the MYC App is a community-minded response to the local legend "there's nothing to do in Merced." The intention was to begin a community conversation about what is available, special, unique, ours. The App is a vehicle that we use to engage in the process of building relationships with collaborators, prove our commitment to the community and grow capacity on our board.
While the COVID-19 pandemic essentially rendered the MYC App irrelevant, the essential work of building relationships, commitment and capacity continued; and new opportunities to support equity and inclusion emerged. Starting in 2020, MYC began serving as Fiscal Sponsor for smaller programs and organizations engaged specifically in work addressing racial disparities and growing inclusive programming. Our contribution focused on working one-on-one with these direct service providers to develop standardized accounting and reporting protocols, and build sound financial systems for the future. We shared lessons learned through our journey including resources for operating a 501c3, board development and communication. We built trusted partnerships and supported successful transitions from sponsorship to independent program management.
MYC App Financial Support
• Merced Sunrise Rotary (2020) $1,000
• County of Merced District 2 Discretionary Funding (2019) $5,000 • City of Merced Community Funding (2019) $2,500
• Community Foundation of Merced County (2019) $1,000
• First 5 Mini-Grant (2019) $3,000
Fiscal Sponsorships
• Play Adventures (2019) $8,000 - Funds used to host free pop-up parks events featuring the 'play your way' philosophy.
• Enhancing Community Well-being across Differences (2019) $10,000 - Funds received used to formalize a Train-the-Trainer Curriculum and collaborate with MCOE to lead cohorts of community members through curriculum to address basic health needs and current challenges like COVID-19. • Hmong Culture Camp (2020/2021) $51,000- Funds received used for program costs of in-person and virtual Hmong Culture Camp experience focused on social-emotional development, Hmong-English Dual Literacy, and Hmong heritage and culture for children ages O - 5.
Project Description
After years of disconnection due to COVID-19, in-person events and services have resumed and families are seeking easy-to-access information about what local events, services and opportunities exist and are available.
MYC will actively promote the MYC App as the solution to three specific target populations:
• Families, Parents of school-aged children
• Employees of family-serving organizations
• Students
Goals
1. Increase number of App Downloads (1,000 new Users by July 2023)
2. Increase number of times the App is access by each User (2 times monthly per active User) Objectives
• Create comprehensive marketing and outreach plan to include specific language and branding relevant to each target population
• Saturate locations where families can be expected to spend time with MYC table-top marketing material, including local medical offices (pediatricians, OBGYN, child specialists) and child care providers
• Refresh relationships with providers listed on the App, provide MYC branded marketing merchandise and material for use in both customer and employee spaces • Establish a more formalized connection to local family-serving organizations, offering to share information in person or in print at staff meetings, New Employee Orientations and internal newsletters (Dignity Health, County of Merced, MCOE, MCSD, MUHSD, UC Merced, Hyatt El Capitan/Mainzer)
• Build relationships with local educational institutions to explore opportunities to share desktop version of MYC App on student Chromebooks or other internal resource Key Milestones
Phase 1 August 31, 2022
Completion of comprehensive marketing and outreach plan to include specific language and branding relevant to each target population. Work on this milestone has already begun with in kind support from local marketing professionals.
Phase 2 September 30, 2022
Order and delivery of marketing material including table-top signs, branded office supplies and in-print advertising.
Phase 3 February 28, 2023
Outreach and delivery of marketing material.
Phase 4 May 31, 2023
Evaluation of marketing and outreach plan impact with input and feedback from target populations and MYC App analytics.
Initiate formalized relationships; develop opportunities for student direct access to MYC App.
Budget
Item In-Kind Other Funding City Funding Sources
Marketing Consulting, brand development $1,000 $1,500 (HandsOn Central CA and Patricia Pratt) Spanish and Hmong Translation of marketing $500 language Table-Top Signs $4,000
Branded Office Supplies $1,500 $1,500
Branded Promotional Products $1,500 $1,500
In-Print Advertising $1,500 $1,000
Digital Advertising (Dutch House Media) $1,000 $2,000
Volunteer Incentives $1,000
Total Grant Request from City $10,000
Total Funds from Other Sources $2,500 $7,000
Total Project Cost $19,500
References
Merced County First Five
Scott Waite, Executive Director
260 East 15th Street
Merced, CA 95341
(209) 385-7337
Projects: 2022 Sustainability Cohort, 2022 Mini-Grant and 2019 Mini-Grant (MYC App) Hmong Culture Camp
Bouasvanh Lor, Executive Director
4925 Webber Court
Merced, CA 95348
(209) 631-4919
Projects: Hmong Culture Camp 2020/2021
Enhancing Community Well-Being across Differences
lee Lor, Merced County Board of Supervisors, District 2 (2017- 2020) (209) 761 - 6679
Projects: District 2 Discretionary Funding (MYC App, Enhancing Community Well-Being across Differences and Play Adventures)
Contact Information
Emily Tolsma, Chief Communications Officer and President of the Board 366 St. Lawrence Drive
Merced, CA 95348
(209) 777-0312
[email protected]
www.mercedyouthconnect.com
Merced Youth Connect is a local, non
profit organization committed to
serving families in Merced.
Our organization was founded in late
2016 by a small but passionate team
working to bridge the gap between
youth in Merced and local service
providers.
Our Board of Directors currently
includes six founding members, all
volunteering to contribute time and
effort and we continue to learn and
build together. This skilled group of
individuals from diverse personal
backgrounds partner to bring
expertise from the social service,
criminal justice, workforce
development, housing, financial and
public health sectors.
In collaboration, our team reflects the
diversity of the community that we
serve and is an extraordinary example
of the strength and value of
connection in Merced County.
MYC
VISION
Shaping today's youth
for tomorrow's success
through love, laughter
and learning.
MISSION
We use the creative
power of the arts,
education and
strengths-based
collaboration to build a
stronger community
and inspire future
generations.
I The original effort of MYC was simply to
foster connections to activities, services
and opportunities for youth in our
community.
This led to the development and
implementation of the Merced Youth
Connect App, live in 2017. Free and easy-to
use, the MYC app features over 250
individual listings in 29 different sections.
Families have fast, convenient access to
Merced's only comprehensive listing of
local businesses, clubs, sports leagues,
programs and events specifically serving
youth and families.
More deeply, the MVC App is a community
minded response to the local legend "there's
nothing to do in Merced." The intention was
to begin a community conversation about
what is available, special, unique, ours.
The App is a vehicle that we use to engage
in the process of building relationships with
collaborators, prove our commitment to the
community and grow capacity on our board.
While the COVID-19 pandemic essentially
rendered the MYC App irrelevant, the
essential work of building relationships,
commitment and capacity continued; and
new opportunities to support equity and
inclusion emerged.
Starting in 2020, MYC began serving as
Fiscal Sponsor for smaller programs and
organizations engaged specifically in work
addressing racial disparities and growing
inclusive programming.
Our contribution focused on working one
on-one with these direct service providers
to develop standardized accounting and
reporting protocol and build sound financial
systems for the future. We shared lessons
learned through our journey including
resources for operating a 501 c3, board
development and communication.
We built trusted partnerships and supported
successful transitions from sponsorship to
independent program management.
Resilient and agile, the MYC family is eager
to step into the future with sharpened focus.
We have done the work openly and honestly
to create a clearly defined, realistic plan for
growth and sustainability.
Our organization will need the financial
support of committed funders to implement
this plan successfully. We are seeking
partnerships that align with MYC's mission
of building a stronger community and
inspiring future generations.
Simply, COVID. Total App downloads decreased by 75% in 2020. MYC will utilize First 5 Mini-Grant Funding to pay for MYC App software subscription through 2023 and implement a targeted marketing campaign to acquire new Users and encourage current Users to rediscover the App.
The average age of Merced County residents is 31.2 years old. Thirty-seven percent of residents are under the age of 18. Generally, Merced is a young community. This includes families settled in an affordable community with some amenities, newcomers associated with the UC, and life-long residents with deep roots and generational connections to the area.
Local service providers, small businesses and anchoring institutions all battle to speak authentically and efficiently to large audiences in an environment where access points are often unfamiliar and word-of-mouth has long been the only proven dispatch.
More than just listings, the MVC App communicates in a voice that is local, customized and inclusive. It is an invitation to join, to lead, to belong, here.
Increase number of
MYC App Downloads,
number of times
accessed; and positive
impact reported by User
• Merced First 5 Mini-Grant
• Develop comprehensive outreach strategy to identify and target specific populations (Users and Listings)
• Seek partnerships with family-serving institutions including County of Merced, City of Merced Parks & Rec Department, Merced County Office of Education and Merced City School District to advertise MYC App directly to families
• Optimize MYC App functionality to include desktop computer accessibility and language translation
• Informal but reliable network connections to key decision-makers in local family-serving institutions
• Technological infrastructure to increase App functionality One of MYC's great strengths is the quality and commitment of our Board of Directors. As we navigate our organization through its sixth year of existence and evaluate realistic goals for the future; we honor the hard work and creativity that has laid the foundation and carried us this far, but also recognize the limits that relying on a working board of volunteers presents.
Now is the time to celebrate our connection to each other, renew our connection to the mission and expand our connection to the community.
Build organizational
infrastructure and
capacity for
program
development and
implementation
Reestablish
connection to the
MYC Story and
evaluate relevance
post-COVID
• Reengage current Board Members through high quality
events that promote togetherness, renew excitement for
the mission and encourage contribution
• Develop new Board Member recruitment material
• Recruit 1 - 3 new Board Members, at least one with
Volunteer Engagement experience
• Create and operationalize stakeholder feedback loops that consistently collect and integrate new information into ongoing system development
• TNT Fireworks Fundraiser (June/July 2022}
• Quorum of current Board Members with capacity to
sustain leadership commitment through multi-year plan
period
The foundation is built for MYC to expand, but to truly grow and thrive we will need to be owned by and absorbed into the larger community. For an organization focused on connection, this part of our journey is critical.
We need to ask essential questions about what motivates someone to contribute in this way and learn what they need from this experience for it to be meaningful. A framework that supports connection along a continuum and accommodates the needs of contributors will be developed. The relationship is why we are doing it.
Build a community
of motivated
Volunteers who can
commit to
contributing 5-10
hours monthly to
MYC outreach,
events, network
engagement and
App updates
• Establish Volunteer Subcommittee
• Develop systematic framework for recruiting and
engaging Volunteers
• Actively recruit potential Volunteers, provide ongoing opportunities for communication, contribution,
engagement and growth
• Seek feedback particularly from experienced Volunteers to further develop the Volunteer Experience, focus on the
needs of Volunteers
• Integrate Volunteer feedback into larger organizational protocol
• Direct communication opportunity with current App Users • Reputation as a trusted community partner
• Potential partnership with Americorps Volunteer
Infrastructure Project to employ 1 full-time staff person Merced Youth Connect is grateful to Merced County
First Five for the opportunity to participate in the 9- month Sustainability Cohort.
We leave our time together with a completed, multi
year plan for sustainability and have access to a
valuable cache of connections and resources to
reference as we continue to evolve.
We will continue to grow our relationship with Carol
Davies, Tish Stanley and the team at HandsOn
Central California as we work to collaborate with
Americorps VIP and seek the funding necessary to
support a paid staff position.
We also look forward to continued engagement with
our Cohort partner participants and are excited to
contribute to the strength and impact our
community-based partnerships.
Merced Youth Connect
www.mercedyouthconnect.com
[email protected]
Emily Tolsma
Chief Communications Officer
[email protected]
(209)777-0312
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MERCED
YOUTH CONNECT