Kelty's "City of Neighbors" - More Details

Most of us wondered what was going through the mind of Matt Kelty when he announced his plans for "City of Neighbors." I, for one, found it appeared to lack anything. It was a repeat of things the private sector has tried, and only provided moderate success for any one.

I wrote an email to the Kelty campaign and let them know what I thought. I included that this project sounded like the very thing Kelty opposed. I did not recieve anything back until yesterday. I received an email from Dave MacDonald explaining more in detail what "City of Neighbors" was about, and how it would work in concept.

While I am not endorsing this plan, it does have some items that gets the brainwaves flowing. It seems to have some ideas for the most part.

Here is the email:


I am a website developer and online marketer (since 1998). I am quite familiar with pay-per-impression, pay-per-click, and pay-per-action advertising. I have utilized each of these revenue generation techniques in the past and continue to do so today. As such, I fully appreciate your perspective. "Traditional pay-per-impression advertising will never generate $1,000,000. To suggest otherwise is 'pie-in-the-sky.'" I agree. It cannot. This is not being proposed.

City of Neighbors' fundraising approach may be better compared to the Fort Wayne Children's Zoo's $10.5 million capital project for the new African Journey exhibit. Donors are asked to contribute $400 or $1000 for which their name will be displayed on a 'recognition tile' or 'plaque.' Arguably, one would never pay $400-$1000 for a building tile, brick or plaque itself; it is understood that one is supporting the zoo and recognition of this support is icing on the cake. At one time raising $10.5 million by selling building bricks was considered 'pie in the sky,' and yet this has become a generally accepted fundraising practice.

In lieu of tiles, bricks and plaques, City of Neighbors will recognize Community Partners with their own banners and ads. Businesses will be rewarded for being a 'good neighbor' when they endow the project with advertising dollars. Seventy-five (75%) percent of a business' advertising expense/endowment is paid directly to Fort Wayne neighborhoods. In return for their support, businesses receive online recognition linked directly to their own website. Neighborhoods will be partially compensated based upon their participation (more active neighborhoods will earn more than less active associations). Participation will be primarily determined by counting the number of page views received from each community relative to all others. 'Counting page views' should not be confused with traditional pay-per-impression advertising.

Other funding mechanisms will also be available. Business classified advertising and online auctions, as well as opt-in email for receiving business advertising will generate additional revenue for the program.

City of Neighbors will be funded entirely by outside private investment and revenue generation. No tax dollars will be requested or accepted. City of Neighbors is a market-driven solution that helps Fort Wayne neighborhoods, and is self-sustaining without tax dollars:

Start-up costs: Funded entirely by private investment

Setup/Administration: Software development company

Operating costs: Funded entirely by revenue generation

Oversight: Not-for-Profit Organization (not affiliated with the City of Fort Wayne)

Beneficiary: Fort Wayne neighborhood associations

City Departments Involved: None (although mutually-beneficial partnerships would be considered)

Tax dollars used: None

I initially proposed that the project would provide funds to the Community Development department of the City of Fort Wayne. However, after careful reflection I determined this was an unnecessary step; grants to neighborhoods needing additional support may be made directly by the non-profit and implications of involvement by a City department were confusing. I hope this response clarifies the issue.

Please feel free to reply back with any other questions or concerns.


Kindest regards,
Dave MacDonald
Kelty for Mayor Committee