TABLE OF CONTENTS<br />Background………………………………………………………………………………………….1-4<br />Situation Analysis and Core Opportunity………………...
          Opportunities                                                               Threats</li></ul>Situation Analysis<...
Create an avenue for Breakthrough Houston alumni to rejoin the effort.</li></ul>Objectives<br /><ul><li>Audience: Past stu...
Breakthrough Houston’s past is the key to its future.</li></ul>Breakthrough Houston currently has no record of past partic...
Stay connected with Breakthrough Houston, become connected with like-minded professionals.
The Breakthrough Houston network is full of former students and teachers just like you who are now working professionals.
Even when you’re no longer with Breakthrough Houston, we want to hear from you. The success of former teachers is just as ...
Encourage others who have been involved with Breakthrough Houston to join the network. The more comprehensive the network ...
Breakthrough Houston Staff and Advisory Council
Grow the network, grow the program.
The voice of the alumni is essential in authenticating that Breakthrough Houston is an important program that works.
Establishing a track record of success will build a reputation that reflects to outsiders what an exceptional program Brea...
Given the lack of records, every contact that may be reached is valuable in extending the Breakthrough Houston network. Jo...
Strategy: Create referral system to encourage any new contact to find unknown former Breakthrough Houston participants.  (...
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Breakthrough Houston Alumni Tracking Campaign Outline

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Outline of PR campaign for Breakthrough Houston.

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Breakthrough Houston Alumni Tracking Campaign Outline

  1. 1. TABLE OF CONTENTS<br />Background………………………………………………………………………………………….1-4<br />Situation Analysis and Core Opportunity…………………………………………………5<br />Goals and Objectives……………………………………………………………………………….6<br />Key Publics and Messages……………………………………………………………………….7<br />Strategies and Tactics………………………………………………………………………………8<br />Sample Messages and Surveys…………………………………………..……………………9<br />Budget and Calendar…………………………………………………………………..…………10<br />Communications Confirmation…………………………………………………………11-12<br />Evaluation……………………………………………………………………………………………..13<br />Background<br /><ul><li>Industry:</li></ul>In the crowded nonprofit industry, organizations need to stay ahead of the competition for donors, grants, and mindshare. Nonprofit education is vital to a strong workforce. Investing in human capital through continuing nonprofit education is an investment in the future. The value of any nonprofit is dependent on the value of its people; if people are the greatest asset to an organization, investing in them is critical. Known as human capital, organizations compete for business through the people they employ, and continuing nonprofit education is one method of attracting and retaining qualified and effective employees. <br /><ul><li>External environment: </li></ul>Breakthrough Houston is a nonprofit organization that offers its service to students free of charge. Therefore, it relies solely on donations for the resources it requires. For this reason, its relationship with Episcopal High School, St. John’s School and HISD (which provide facilities, meals, and transportation) is of great importance. Without a strong relation with these organizations, Breakthrough cannot survive under current circumstances. <br />Breakthrough Houston receives the majority of its funding through about 15 corporations and charity foundations, all of which donated at least $10,000 for the 2008-2009 school years. There were roughly 62 individual donors for the same school year, which is very few considering Breakthrough Houston has a network of well over a thousand former students and teachers, not including families. However, it lacks the detailed records to connect with such a network. <br />Concerning Breakthrough Houston’s student publics, because it targets low-income students, there are potential challenges to overcome family systems that do not value education enough to dedicate the time and attention required for such a rigorous program. <br /><ul><li>Product or program:</li></ul>Established in the summer of 1996, Breakthrough Houston began working with 30 fifth and sixth-graders.  Co-sponsored by Episcopal High School and St. John’s School, Breakthrough Houston works closely with HISD, relying on the participation of teachers, counselors, and others to help identify and recruit students. Breakthrough Houston aims to prepare students who possess high academic potential, but limited educational resources for competitive high-school programs and college admission. <br />A Six-Year Commitment is made to each student, beginning in the 6th grade. One of the keys to Breakthrough Houston’s impact is the Students-Teaching-Students model: all of the teaching is done by high school and college students. <br />Breakthrough Houston is a member of the nationally known Breakthrough Collaborative, free to students, they offer innovative classes during a six-week summer program and hold classes/workshops throughout the school year. Students receive individual tutoring, test preparation, and college counseling as part of its Six-Year Commitment to their success. More than 200 students from Houston schools attend the six-week, intensive summer program and year-round Saturday School classes taught by high school and college students. Students commit themselves to Breakthrough Houston during the summer prior to their seventh-grade year. They take challenging classes in English, science, math, social studies, and foreign languages, while receiving exposure to life skills, and test-taking tools in their elective courses. The program keeps students connected to the classroom, their friends, and their mentors while helping them reach their goal—admission to competitive high schools and college.<br />Breakthrough Houston is a locally supported nonprofit organization. Breakthrough Houston has grown from an enrollment of 30 middle-school students in 1996 to over 200 students in 2009. St. John’s School generously houses the summer program, while the school year program operates 12 Saturdays at Episcopal High School.<br /><ul><li>Market situation:</li></ul>Breakthrough Houston is funded through local foundations, businesses and individuals. St. John's School, Episcopal High School and HISD provide in-kind space, facilities and transportation. Featured supporters include [MN] Interactive and Shell Oil Company. Breakthrough requests in-kind donations as well whether its money, food, tickets to events or supplies. Key partners include St. John’s School, Episcopal High School, The Breakthrough Collaborative and H.I.S.D., who provide free transportation and food services to all middle school students during the summer program. Given the current economy, funding for nonprofits as a whole has naturally decreased, though not as much as the financial markets. The economic downturn has limited the individual’s short-term and long-term ability to donate to nonprofits, especially so with the rise in unemployment, loss of assets and consumer debt. Fear has stricken individuals’ confidence in the security of their future and their perception of their ability to give. <br /><ul><li>Current trends:</li></ul>A recent study, High Achieving Students in the Era of No Child Left Behind (Tom Loveless, The Thomas B. Fordham Institute, June 2008), makes a strong case for the need for programs like Breakthrough Collaborative, which increase the numbers of high-achieving, college-bound low-income and minority students. The Fordham study analyzed the demographic makeup of high-achieving students and found that students in the top 90th percent on the National Assessment of Educational Progress are overwhelmingly white (82 percent) and non-poor (90 percent) and that African-American and Hispanic eighth graders make up only “one-fifth to one-fourth of the expected proportion of high achievers.”<br /> By providing rigorous academics and comprehensive support to high-potential, low-income and minority students during middle school (65 percent of Breakthrough Houston students qualify for free or reduced lunch; 92 percent are students of color; and 58 percent are the first in their family to attend college) and ensuring these students go on to college preparatory high school programs and four-year colleges, Breakthrough Collaborative remedies the huge disparities highlighted in the Fordham study.<br />The study also found that high-potential, low-income and minority students—Breakthrough Houston’s target population—are the students who teachers are most concerned about “falling through the cracks.” Sixty percent of teachers said that “academically talented youngsters from low socioeconomic backgrounds are often overlooked—they fall through the cracks because no one advocates for them.”<br />Without Breakthrough Houston, these students may indeed fall through the cracks; however, one of the most important tenets for Breakthrough Houston staff and teachers is to know their students. Breakthrough Houston students have committed advocates and mentors in their Breakthrough Houston teachers and staff. Although the Fordham study presents a discouraging picture of the status of high-achieving students in general—and high achieving, low-income and minority students in particular—the study also provides a strong rationale for Breakthrough Houston in today’s educational landscape. <br /><ul><li>Intervening publics and available resources:</li></ul>Since Breakthrough Houston is a community of people working toward the same goal, almost every person involved is an intervening public. Some stand out more than others but in general even the middle school students carry out Breakthrough Houston’s message to a targeted audience. If a student is in the Breakthrough Houston program, they obviously are there because they are trying to better themselves; strong-willed kids tend to want to be around other strong-willed kids meaning that the Breakthrough Houston message and mission statement can be transferred from one person to another easily. <br />Most important of the intervening publics and probably the most important available resource Breakthrough Houston has at its disposal are the parents of young teachers and students. Other important resources are the people who are involved in its mission, its spring and fall fundraisers and its Facebook pages.<br /><ul><li>Demographics and psychographics of potential publics:</li></ul>All students who share a genuine love of learning and demonstrate both personal and educational promise in the Houston surrounding area are potential publics. Parents are also included in that they must be able to commit with their child to the program whether it be transportation or helping with homework. The program targets low-income students, including many who will be the first in their families to earn college degrees. Approximately 50 percent of students qualify for free or reduced lunch, and 99 percent are students of color. Relative gender percentages are typically 60 percent female and 40 percent male.<br /><ul><li>SWOT Analysis:</li></ul> Strengths Weaknesses<br /><ul><li>Very driven work staffStrong board of advisorsGood causeGenerous donorsDivision of a successful programLack of credibilityLack of man powerLack of fundingLack of recordsFinding alumniIncrease awarenessCultivate donorsPossible alumni teaching candidatesIncrease credibilityProgram shutting downLack of donationsReputation in jeopardy
  2. 2. Opportunities Threats</li></ul>Situation Analysis<br />Much of Breakthrough Houston’s data that had been gathered since the program began in the summer of 1996 was destroyed during Hurricane Ike in 2008. This data included all of their records of alumni, students and faculty. Current information is limited to recent Breakthrough Houston participants (students and teachers) and payroll records of past teachers. Recovering this data could be a valuable asset for promotion and fundraising. Statistics regarding success rates of Breakthrough Houston students would aid in crafting persuasive grant proposals. A larger network of people will provide a larger pool of potential donors. Also, having access to a network of former Breakthrough Houston participants will provide students with potential mentors and teachers with potential career networks.<br />The current dilemma with the alumni tracking is a lack of a cohesive plan along with little funding and manpower. The possibility of hiring a communications/marketing department is out of the question as the majority of funding is tied up in the daily events of the Breakthrough Houston program. Because it is free to use and has the potential to reach the majority of former Breakthrough Houston participants, social media is the most manageable tool for “connecting the dots” between available information and desired information. <br />Core Opportunity<br />Recreate the culture and foundation that Breakthrough Houston has established through the use of social media in order to gather more support and sponsorship for the program, where as if left unrealized could result in loss of participation and funding. <br />Goals<br /><ul><li>Collect all information concerning past alumni.
  3. 3. Create an avenue for Breakthrough Houston alumni to rejoin the effort.</li></ul>Objectives<br /><ul><li>Audience: Past students.</li></ul>Behavior: Make contact with other students and obtain their contact information and join Breakthrough’s Facebook page.<br />Time: January 1, 2011-December 31, 2011<br /><ul><li>Audience: Past and/or current teachers.</li></ul>Behavior: Make contact with other teachers and students and obtain their contact information and join Breakthrough Houston’s Facebook page.<br />Time: January 1, 2011-June 30, 2011<br /><ul><li>Audience: College students majoring in education and/or have the desire to work for nonprofit seeking an internship.</li></ul>Behavior: Act as a chairperson and administrator to create a working team of former Breakthrough Houston students and teachers to find lost alumni. <br />Time: January 1, 2011-April 2, 2011<br />Key Publics and Messages<br /><ul><li>Alumni
  4. 4. Breakthrough Houston’s past is the key to its future.</li></ul>Breakthrough Houston currently has no record of past participants, and the voice of the alumni is essential in authenticating that Breakthrough Houston is an important program that works. <br />The most important criteria for determining the success of an educational program is the success of its former students (including student-teachers).<br />Establishing a track record of success will build a reputation that reflects to outsiders what an exceptional program Breakthrough Houston is. <br /><ul><li>Breakthrough Houston Teachers
  5. 5. Stay connected with Breakthrough Houston, become connected with like-minded professionals.
  6. 6. The Breakthrough Houston network is full of former students and teachers just like you who are now working professionals.
  7. 7. Even when you’re no longer with Breakthrough Houston, we want to hear from you. The success of former teachers is just as important as the success of former students.
  8. 8. Encourage others who have been involved with Breakthrough Houston to join the network. The more comprehensive the network becomes, the more opportunities it will provide.
  9. 9. Breakthrough Houston Staff and Advisory Council
  10. 10. Grow the network, grow the program.
  11. 11. The voice of the alumni is essential in authenticating that Breakthrough Houston is an important program that works.
  12. 12. Establishing a track record of success will build a reputation that reflects to outsiders what an exceptional program Breakthrough Houston is.
  13. 13. Given the lack of records, every contact that may be reached is valuable in extending the Breakthrough Houston network. Join the Facebook page and encourage anyone you know that is or have been involved with Breakthrough Houston to do the same.</li></ul>Strategies and Tactics<br /><ul><li>Strategy: Have past and/or current teachers contact other former Breakthrough Houston teachers. (Phase One)</li></ul>Tactics:<br />Hire a non-paid intern to act as a chairman and administrator and assemble a group of past teacher volunteers to undertake the task of tracking down former Breakthrough Houston teachers.<br />Give chairman a lead sheet of contacts (consisting of names of many former teachers, dating back to 2001), creating a “starting point” for the assembled team.<br />Have working team of volunteers track down, by whatever means, those listed on the lead sheet with goal being to have them “like”/join the Breakthrough Houston Facebook page. <br /><ul><li>Challenge any other known Breakthrough Houston participants and contributors to also “like” the Facebook page.
  14. 14. Strategy: Create referral system to encourage any new contact to find unknown former Breakthrough Houston participants. (Phase Two)</li></ul>Tactics:<br />Any new “like” on the Facebook page resulting from Phase I will be sent a short survey to collect their information, along with a message alerting them of the current problem and a challenge to find other former members. <br />Each subsequent contact that joins the page will be sent the same survey/message.<br />At the end of each survey will be a question asking who referred/informed them of the alumni tracking project.<br />As student information is logged in a database/spreadsheet, the name of their referrer will also be logged.<br />The top 20 names that appear most frequently as referrers will be awarded a Shell gift card, with the top five receiving higher amounts.<br />Sample Messages and Surveys<br />Thank you for becoming a fan of our Facebook page! As a result from Hurricane Ike, we lost much of our information regarding past alumni. As we approach our 15th anniversary, we are excited to reconnect all Breakthrough Houston alumni! Please fill out this short survey to help us rebuild our records. We also encourage you to help us by inviting other Breakthrough Houston alumni to join our page! Be sure to invite your former Breakthrough classmates (students and teachers) to join as well as our efforts cannot be completed without your help! Those who refer the most former Breakthrough Houston participants will eligible to receive one of 20 Shell gas cards as a reward for helping our cause.<br />(If you did not participate in the Breakthrough Houston programs, please disregard this message, though we thank you for supporting us!)<br /><ul><li>Name:
  15. 15. Email:
  16. 16. Phone:
  17. 17. What school year(s) did you attend Breakthrough Houston?
  18. 18. Who referred you to join?</li></ul>Greetings Fellow Breakthrough Houston Alumni!<br />Breakthrough Houston has been a great success thanks to your past efforts! Two years ago, Hurricane Ike had an impact on many lives and businesses in Houston, but unfortunately, Breakthrough Houston was not immune to its damage. Among the damage Breakthrough’s office endured, the loss of contact information of past teachers has grown to be critical. As Breakthrough enters its 15th Anniversary we are excited to roll out an effort to reconnect our alumni. Reconnecting with Breakthrough Houston is not only essential for our organization to build up credibility through your testimony, but a great opportunity to network and most alumni are now working professionals in many fields! If it weren’t for your dedication, Breakthrough would not exist. We ask now that you dedicate yourself once again to our organization, five minutes to join our Facebook page and fill out a short survey. Once you join our page you will have a chance to win one of five $100 Shell gift cards or one of 15 $25 Shell gift cards! Check our Facebook page for details! We can’t wait to hear from you!<br /><ul><li>Name:
  19. 19. Email:
  20. 20. Phone:
  21. 21. What school year(s) did you attend Breakthrough Houston?
  22. 22. Who referred you to join?</li></ul>Budget <br />Due to the strategies and tactics not requiring any financial need, an increase in man power through an internship and volunteers will be needed. <br />Calendar<br />The following are key dates and deadlines:<br /><ul><li>January 3, 2011: Begin Phase One
  23. 23. February 25, 2011: Deadline to find intern
  24. 24. February 28, 2011: Intern to begin team assembly
  25. 25. April 4, 2011: Begin Phase Two
  26. 26. April 4-December 31, 2011: Bi-weekly updates
  27. 27. December 31: End Phase Two</li></ul> Communications Confirmation<br /><ul><li>Key public: Alumni</li></ul>Self-interest: Pride<br />Primary messages: Breakthrough Houston’s past is the key to its future<br />Influential’s: Breakthrough Houston alumni<br />Objectives: Make contact with other teachers/students and past/current teachers to obtain their contact information and join breakthroughs Facebook page.<br />Strategies: Create referral system to encourage any new contact to find unknown former Breakthrough Houston participants<br />Tactics:<br /><ul><li>Any new “like” on the Facebook page resulting from phase I will be sent a short survey to collect their information, along with a message alerting them of the current problem and a challenge to find other former members.
  28. 28. Each subsequent contact that joins the page will be sent the same survey/ message
  29. 29. At the end of each survey will be a question asking who referred/informed them of alumni tracking project
  30. 30. Key public: Breakthrough Houston Teachers</li></ul>Self-interest: Networking<br />Primary messages: Stay connected with Breakthrough Houston, become connected with like-minded professionals<br />Influential’s: Breakthrough Houston teachers<br />Objectives: Make contact with other teachers and obtain their contact information and join Breakthrough Houston’s Facebook page.<br />Strategies: Have past and/or current teachers contact other former Breakthrough Houston teachers.<br />Tactics:<br /><ul><li>Hire a non-paid intern to act as a chairman and administrator and assemble a group of past teacher volunteers to undertake the task of tracking down former Breakthrough Houston teachers.
  31. 31. Give a chairman a lead sheet of contacts (consisting of names of many former teachers, dating back to 2005), creating a “starting point” for the assembled team.
  32. 32. Have working team of volunteers track down, by whatever means, those listed on the lead sheet with goal being to have the “like”/join the Breakthrough Facebook page.
  33. 33. Challenge any other known Breakthrough participants and contributors to also “like” the Facebook page.
  34. 34. Key public: Breakthrough Houston Staff and Advisory Council</li></ul>Self-interest: Philanthropy<br />Primary messages: Grow the network, grow the program<br />Influential’s: Advisory Council and their potential contacts<br />Objectives: Act as a chairperson and administrator to create a working team of former Breakthrough Houston students and teachers to find lost alumni<br />Strategies: create referral system to encourage any new contact to find unknown former Breakthrough Houston participants. Have past and/or current teachers contact other former Breakthrough Houston teachers.<br />Tactics: <br /><ul><li>Hire a non-paid intern to act as a chairman and administrator and assemble a group of past teacher volunteers to undertake the task of tracking down former Breakthrough Houston teachers.
  35. 35. Give a chairman a lead sheet of contacts (consisting of names of many former teachers, dating back to 2005), creating a “starting point” for the assembled team.
  36. 36. Have working team of volunteers track down, by whatever means, those listed on the lead sheet with goal being to have the “like”/join the Breakthrough Houston Facebook page.
  37. 37. Challenge any other known Breakthrough Houston participants and contributors to also “like” the Facebook page.
  38. 38. Any new “like” on the Facebook page resulting from Phase One will be sent a short survey to collect their information, along with a message alerting them of the current problem and a challenge to find other former members.
  39. 39. Each subsequent contact that joins the page will be sent the same survey/ message
  40. 40. At the end of each survey will be a question asking who referred/informed them of alumni tracking project</li></ul>Evaluation<br />At the end of the year the set objectives will be measured to determine if a sufficient number of alumni were reached, and whether the volunteer team was effective. The first year will be the benchmark for evaluation, due to the fact that there is nothing to compare statistics to. After the first year Breakthrough Houston staff will use what is recovered from the initial campaign (Phase I) to decide what changes need to be made when repeating Phase II. <br />

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