City of Santa Monica Panhandling Education Campaign Campaign

City of Santa Monica Panhandling Education Campaign: Campaign Research and Development Presentation to the Santa Monica City Council May 13, 2008

Objective • Develop a campaign that will: – Reduce giving directly to panhandlers – Provide alternative giving mechanisms • Aiming to: – Visibly reduce panhandling in Santa Monica – Reduce perceived seriousness of homelessness and panhandling – Increase awareness of Santa Monica’s existing services

Campaign Development Process • Conduct research – Input from stakeholders and experts • Focus group and one-on-one interviews – Motivations for giving to panhandlers • Intercept survey – Message research • Focus groups • Build and leverage community support • Educate key targets: residents, business, tourists, panhandlers

Stakeholder Research • Community focus group conducted April 16, 2008 • One-on-one interviews held April 4 -May 12, 2008 • Research included 31 individuals from: – Business (Bayside, Chamber, CVB, etc. ) – Social service providers – Police and Fire Departments – Faith leaders – City residents / neighborhood associations – Hospitals – Homeless individuals

Stakeholders: Key Findings Overall Feedback • Generally broad support for campaign • Great concern for panhandling’s impact on tourism • Desire to frame campaign with compassion, avoiding judgment and stereotypes • Some doubt the campaign can be effective • Concern about unintended consequences • Universal praise for Santa Monica’s work on homelessness, but need for greater awareness

Stakeholders: Key Findings Alternative Giving • Want to discontinue the dolphin program, and create broader point-of-contact program • Want process to be transparent and results to be clear and highly publicized • Divided on keeping funds in Santa Monica vs. distributing regionally Community Support • Stakeholders want to help support the campaign • Willing to use existing networks

Intercept Survey • Survey conducted March 25 – April 2, 2008 • Promenade, Ocean Ave, pier, farmers’ market • Convenience sample of n=314 respondents • Respondents: CA (not LA) n=31 Greater LA n=136 U. S. A n=50 Santa Monica n=64 International n=30

Intercept Survey: Key Findings How serious a problem is panhandling / homelessness? 28. 6% 42. 1% 50. 1% 70. 3%

Intercept Survey: Key Findings In the past year, have you ever given money to panhandlers? 16. 7% 0% 12. 9% 13. 3% 12. 5%

Intercept Survey: Key Findings What would you guess most panhandlers do with the money they collect? 34. 7% 45. 3% 27. 3% * 51. 5% * Note: very small sample size

Intercept Survey: Key Findings Does the presence of panhandlers influence your decision to visit? 9. 9% 14. 1% 15. 9% 25%

Intercept Survey: Key Findings Other key findings • Panhandlers not all viewed as homeless • Low awareness of current efforts to address homelessness – 42. 2% of Santa Monica residents and 45. 8% of Santa Monica workers aware of efforts vs. 20. 7% of aggregate • Encountering panhandlers makes people feel annoyed, sad, sympathetic or uncomfortable • High receptivity to giving to alternative mechanisms located on or around the Third Street Promenade • Santa Monica residents and workers and frequent visitors to Downtown are less receptive to alternative giving

Moving Forward: Takeaways • Show the negative impact of direct donations • Redefine compassion – More compassionate not to give directly • Address the emotions brought up: – Annoyance, sadness, guilt and discomfort • Provide alternative giving opportunity at the point of potential encounter with panhandlers • Educate Santa Monica residents that the campaign can make a real difference • Identify additional advertising opportunities – Current vehicles extremely limited

Next Steps • • • Message development and testing → Spring 2008 Continue building community support → Spring-Fall 2008 Leverage partnerships → Summer 2008 / Ongoing Educate residents → Fall 2008 / Ongoing Launch public education campaign → Fall / Winter 2008 Success depends on long-term support, investment and momentum