Kaakarin Black Cockatoo Rescue Centre Fund Raising Project
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Kaakarin Black Cockatoo Rescue Centre Fund Raising Project

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The ABC owns the DVD of the film On A Wing And A Prayer – the heartwarming story of two critically endangered Carnaby’s cockatoos raising their chick. ...

The ABC owns the DVD of the film On A Wing And A Prayer – the heartwarming story of two critically endangered Carnaby’s cockatoos raising their chick.

The purpose of the project is to raise sufficient funds as donations to buy 2,000 copies of the DVD from the ABC and have schools and /or their P&C’s buy the DVD from Kaarakin at the RRP of $20.00 plus $3.00 P&H for educational purposes.

This report details the purpose, methodology, the people behind the project and how its successful outcomes will be achieve. We urge you to make your personal donations NOW, through the website link at http://storiesmynanatells.com/black-cockatoos-2/kaarakin2/

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Kaakarin Black Cockatoo Rescue Centre Fund Raising Project Kaakarin Black Cockatoo Rescue Centre Fund Raising Project Document Transcript

  • KAARAKIN BLACK COCKATOO RESCUE CENTRE Fund Raising Project 2012 In conjunction with Stories My Nana Tells and Our On Line Canteen Lesley Dewar 2012
  • Project Overview Objective: • To raise $35,000+ in funds in support of Kaarakin – Black Cockatoo Rescue and Recovery Centre (Karrakin) – part of which will be paid to support a black cockatoo rescue facility at Nannup, run by David and Dee Patterson, operated under the wildlife carer’s umbrella of Kaarakin. Methodology: • The sale of DVD’s of the ABC TV’s movie “On A Wing And A Prayer” to sponsors (parents and citizens) whowill gift the DVD to their local school as an educational resource, knowing theproceeds of the sale will be donated to Kaarakin.Marketing – post purchase of DVD’s:Beginning in early July 2012, in conjunction with Our Online Canteen, an advertisingcampaign will be delivered in print and online to 5,000 schools and P&C associationsacross Australia – working through the canteen facilities of each school.Each school will receive a high quality printed booklet, promoting the services of OurOnline Canteen, which is already well accepted in five states of Australia. Thebooklet will also include a full page promotion for Stories My Nana TellsWith each booklet will be a professionally designed promotional flyer for the KaarakinBlack Cockatoo Rescue Centre and delivery envelopes will be overprinted with acockatoo motif – to draw attention to the flyer.Each booklet with carry a small, coloured promotion within its pages for the projectand Stories My Nana Tells will offer a cash incentive to P&C Associations whosemembers become subscribers to their service.Follow-up to print marketing: Every school and / or P&C Association will be contacted after the mail out, to confirm if the booklet and flyer have been received the promotion will be advised to parents through a school newsletter or whether the school wishes to purchase its own copy of the DVD every school will receive a PDF copy of the printed flyer and be asked to circulate it amongst their staff and parents, in support of the campaign.
  • The follow up contact will be by telephone and / or email, to ensure quality contactwith the schools and the P&C Associations.Flyer for 5,000 Schools and /or P&C AssociationsThis flyer will be delivered to each of 5,000 schools in full colour print and will also beused for an email follow up campaign as a PDF document. In addition, another 5,000copies are available for promotions, networking events and sharing with communitygroups until we achieve our goal of having 2,000 copies of the DVD gifted to schoolsor purchased by parents.
  • Marketing Strategy – Post DVD Purchase:  The initial marketing will be through the joint venture between Stories My Nana Tells and Our On Line Canteen, direct to 5,000 schools across Australia.  Additional marketing will be through Social Media – using Facebook, Twitter, LinkedIn and email, cross linked to the marketing to schools, by promotion to individual members, groups and associations.  A Facebook Pay-Per-Click campaign will be conducted for ten days, funded by the project manager.  Secondary marketing will be sought through School Newsletters, seeking support from parents via an email campaign with the Black Cockatoo flyer.  Press Releases will be issued for additional publicity for Kaarakin and the fundraising project.  Other opportunities will be sought over the next three months for additional sales opportunities that will be complementary to this project, including public speaking at networking events. Lesley Dewar many opportunities to do this, as do others on the support team.  The DVD will be promoted as part of the Face the Challenge Endangered Species Crossword Competition, which is an initiative of Save The Bilby Fund and hosted by EnviroPrint Australia. This promotion goes to all schools in Australia; the Crossword includes a clue that refers to the endangered Black Cockatoos and the project manager has donated TEN copies of the DVD, which will be awarded as prizes by that project manager. http://www.enviro-print.com.au/ The competition commences on July 9, 2012 and concludes in September 2012. 16. Carnabys Black-_ _ _ _ _ _ _ _ is a rare Western Australia bird which has sadly suffered a 50% decline in population in the last 50 years. CLICK HERE FOR CLUE: Birdlife Australia  The Face the Challenge Endangered Species Crossword Competition includes a link on their prizes pages where the DVD can be purchased as part of the Kaarakin Fundraising project. http://www.enviro- print.com.au/SaveTheBilbyFund/2012/pages/prizes.html
  • Intended Sales of DVD’s Through Stories My Nana TellsWebsiteThe website at Stories My Nana Tells is an excellent vehicle through which tocontinue to promote and manage the fund raising campaign, particularly whichKaarakin’s own website is not yet operational. 1. Owned by Lesley Dewar, the primary Project Manager, it is possible to implement changes to the website advertising in a matter of minutes, by editing an existing post or creating a new one. 2. The link described as Karrakin2 (http://storiesmynanatells.com/black- cockatoos-2/kaarakin2/) is featured on the front page of the website at Stories My Nana Tells and has been widely promoted on Facebook, Twitter and LinkedIn. The content of the page will be changed to reflect the gifting of the DVD’s to local schools, as soon as we can offer the DVDs for sale. Rather than create a new entry, the link will be retained with modified content, to leverage earlier promotion. 3. Using a strong and well focused Social Media network, Lesley Dewar has already created community awareness of the imminent sales of the DVD’s 4. Kaarakin can provide a PayPal link through which purchases can be paid, money received by Kaarakin and receipts automatically issued. Purchases are NOT tax deductible, so the need for documentation for the purchaser is less than is required for receipting tax deductible donations. 5. In her association with Our On Line Canteen, Lesley Dewar is ideally placed to manage the physical delivery of the DVD’s to the purchasers and/or the schools – when confirmation of payment is received from Kaarakin.
  • Delivery Process of DVD’s to schools:  Purchases will be made through PayPal at a link set up by Kaarakin.  Buyers will give their name, address, email address and telephone number AND the name and address of the school to receive the DVD, unless the purchase is for personal use. A receipt is issued by email to the purchaser by PayPal.  Kaarakin sends a copy of each invoice, with delivery instructions, to the project manager upon receipt of payment.  Delivery addresses will be confirmed by the project manager, against the authorised school list, before shipping.  If no school is nominated, the DVD will be delivered to the address of the purchaser.  The DVD will be mailed to the nominated school with confirmation of the name of the donor; o the school will be sent an email to confirm the DVD has been sent and o the donor will be emailed to confirm the delivery has been made.  Schools and donating purchasers will be asked to confirm to the project manager that delivery has been advised and asked to advise if delivery is not received within FIVE working days.
  • The Market:  The initial market is the schools of Australia.  Current student populations are around two million across Australia.  School populations vary widely.  The estimated market in WA Schools is for 1,247 DVDs donated to 735 schools, without considering private purchases by parents for their own use.  Potential sales into schools outside Western Australia have not yet been analysed but the same data on schools across Australia is available to the project manager.  School populations vary widely. In Western Australia, as an example, o 30 schools have almost 40,000 students o 196 schools have one 110,000 students. o Another 96,000 attend 500 schools.  The initial project target market is to have 2,000 DVD’s donated within the first 90 days across Australia. This target is based on the following analysis of Western Australia. o Schools in excess of 1,000 students – 5 DVDs = 150 in WA o Schools between 400 and 1,000 students – 3 DVDs = 588 in WA o Schools between 200 and 400 students - 1 DVD’s = 254 in WA o Schools with less than 200 students - 1 DVD = 255 in WA.  The projections are based on assumptions of multiple parent/sponsor donations according to the size of student populations and known teaching staff numbers.  The level of funding support will be heavily dependent on the wholesale price of the DVD.  The project manager (Stories My Nana Tells) has purchased an authorised list of schools in Australia for direct marketing – with details of approximately 7,500 schools
  • Marketing – pre-purchase of DVD’s (up to the date of thissummary):  On March 7, 2012 the first concept article was written and posted on the website at Stories My Nana Tells, including an email link to allow intending purchasers to give an EOI.  On March 7, 2012, a proposal was put to the ABC to purchase 2,000 copies of the DVD in groups of 500 at a time. Based on a expectation of paying $10-11 per copy and selling them to the schools for $23 including GST, P&H, the project was planned to raise $22 - $23,000.  On 23 March, 2012, a reply to the proposal was received from Roadshow (who are responsible for supplying the film) advising the ABC required us to purchase 2,000 copies as a single, non-refundable purchase (including GST) – total cost $22,729.85 and also advising sales could not commence prior to May 17 2012 because of the ABC’s right to first sales after the broadcast in mid-March on ABC1.  Between the end of March and mid May, 2012, Lesley Dewar negotiated a joint venture arrangement with Our On Line Canteen, at no cost to Kaarakin, to participate in a promotion of the fundraising project to 5,000 schools across Australia. She has personally contributed around $5,000 into the project, up to date, in printing, advertising and resources. On 22 May, 2012, she arranged and paid for professional artwork for the flyers and copywriting for the promotion.  On Wed May 23, 2012 the Kaarakin Black Cockatoo Rescue Centre Fund Raising Project was officially launched at an event at Kaarakin Black Cockatoo Rescue Centre hosted by the Gosnells City Council and a number of attendees expressed an interest in supporting the project.  All those individuals were provided with online facilities for making their contribution of $230 as a donation.  Following that evening, there have been regular posts on Social Media through Facebook, LinkedIn and Twitter to continue to promote the campaign to raise $23,000 to buy the DVDs.  A Press Release was issued (through a paid PR agency) on June 7, 2012  A full page article about the pre-purchase project was published in the June Edition of the Swan Magazine, which is widely distributed throughout the Eastern suburbs and the Hills.  On Friday, June 8, Lesley Dewar was invited to speak from the platform at the official release of the companion book to the DVD, at Dept. Of Environment and Conservation, in support of the fundraising project.  To assist with raising funds, on 15 June 2012 a new PayPal link was created which accepted donations of any amount (not only the initial, preferred $230 for key stakeholders) and promoted through Social Media.  Lesley Dewar secured a radio interview with Graham Maybury on Radio 6PR on June 21, 2012 and  on June 29, an extended pre-recorded interview about the project was broadcast by Nadine Richards on Radio 92.1 RTRfm, with a link to the
  • broadcast shared on Facebook. http://www.rtrfm.com.au/shows/. Burning Down The House 92.1 FM Interview by Nadine Richards. Broadcast June 29, 2012 11:30am. On July 3, 2012, Lesley Dewar will participate in a filming project at Nannup to highlight the plight of the Black Cockatoo On July 4, 2012, Lesley Dewar will promote the pre-DVD’s purchase at a networking event in Fremantle amongst potential purchasers and networkers On July 5, 2012, Lesley Dewar will promote the pre-DVD’s purchase at a networking event in Applecross amongst potential purchasers and networkers, as she will on Friday July 6, at a breakfast event of about 40 business people.In the event that we are unable to raise sufficient funds to pre-purchase2,000 DVD’s from the ABC in the quantity they have indicated, there are twooptions: 1. To negotiate a smaller quantity of DVD’s as a pre-purchase, albeit at a higher wholesale cost, which will reduce the amount of funds for Kaarakin but allow us to continue to fund raise for donations, while still selling the DVD’s to the schools. 2. Continue to fund raise for Kaarakin, but purchase DVD’s as required to meet the delivery of orders when DVD’s are ordered and paid for, the costs of which will be met by the purchase price. In compensation for the lack of pre-purchase fund raising, the project manager will donate $20.00 from the subscription price received from all families who become members of the site and subscribe to Stories My Nana Tells, up to a limit of $10,000. This transfers a considerable level of risk to the project manager.
  • Promotion of Stories My Nana Tells to 5,000 Schools and/or P&C AssociationsThis advertisement will be included in the booklet to be delivered to each of 5,000schools in full colour print and will also be used for an email follow up campaign as aPDF document until we achieve our goal of having 2,000 copies of the DVD gifted toschools or purchased by parents.
  • Project Managers:Lesley Dewar – Stories My Nana TellsLesley Dewar is passionate about the environment and has been writing about Australian wildlifefor many years. The first story members of Stories My Nana Tells receive when they subscribe isabout a family of red tailed back cockatoos – called “He Looks Just Like Elvis” Read aboutStories My Nana Tells here: Join Stories My Nana Tells She will manage this project through Stories My Nana Tells. She has personally committed over $4000 to help underwrite the launch of this project. Lesley Dewar is a highly experienced businesswoman with over 40 years experience in sales and marketing. After 26 years as one of Australia’s leading financial planners, she sold her practice in May 2009 todevelop a growing career as a writer of stories for children. She is highly experienced in SocialMedia and Networking and will bring her skills to bear on this project to see it through to asuccessful conclusion. Contact details: Tel: 0417 915502 Website: Stories My Nana Tells Facebook: Facebook: Stories My Nana Tells Twitter: Nana Stories on Twitter Contact us:Talk To UsTeisha Hough – Our On Line CanteenTeisha Hough is a remarkable young woman who has established Our OnLine Canteen OurOnLine Canteen as her own enterprise. Our Online Canteen Pty Ltd is an Australian ownedcompany which welcomed a massive 590% growth in new schools and a 690% of new parent’sin 2011. Designed by its users, Our Online Canteen has been well researched and constructed,based on what canteens and parents have asked for – a system that is packed with features,easy to use and can be trusted and relied upon. Parents register online, place and pay for theirchildren’s canteen orders which are then provided to the school canteen and the orders areready for collection at lunch time.It has become a vital system in the communities helping: ” Parents and Students ” Canteen andP & C ” Local businesses and Schools - and offers $200 cash to any school canteen that doesnot increase its profits through using their service.It was Teisha’s own initiative to join this project and she has committed substantial funding inmeeting some marketing costs and online promotion, to ensure it is a success. Contact details: Tel: 1300 484 888 Website: Our OnLine Canteen Facebook: Facebook: Our OnLine Canteen Contact us: Email Our OnLine Canteen