1. Goals, Objectives, Strategies, and Tactics
Dumbledore’s Army
Grant Jeffries, Brian Leber, Summer Smith, and Alexis Waarich
November 7, 2014

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Problem/Opportunity Statement
Reclaimed Project will devise and implement a strategic public relations campaign to
increase awareness about the organization’s overall goals of job creation in Botswana and other
underprivileged communities in the surrounding area, adoption grants for families who need
financial assistance, and orphan care for orphans in the care centers in Botswana to the students
of Mississippi State University.
Goal 1: To strengthen relationships between 30% of Mississippi State University students and
Reclaimed Project within six months of implementation.
Objective 1: To make 25% of Mississippi State University students aware of Reclaimed
Project within four months of implementation.
Strategy 1: To host an event with Mississippi State University students and
Reclaimed Project members to strengthen relationships.
Tactic 1: Host a workshop event to explain to students all of the inner
workings of Reclaimed Project and what it offers as an organization.
Tactic 2: Have Reclaimed Project campus representatives, volunteers, or
staff members maintain regular office hours to be available to students.
Objective 2: To build a relationship with the Mississippi State Student Association and
Reclaimed Project staff by within one year of implementation.
Strategy 1: Use audience participation to strengthen the relationship between the
Student Association and Reclaimed Project.
Tactic 1: Campus representative would participate in weekly Student
Association Senate meetings.

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Tactic 2: Campus representative would participate in weekly Student
Association Cabinet meetings.
Objective 3: Develop solid communication channels between Reclaimed Project and
30% of MSU Students within six months of implementation.
Strategy 1: Use a special event to involve students and create two-way
communication.
Tactic 1: Have Reclaimed Project’s board of directors give a speech to
students at an exhibition to illustrate the importance of Reclaimed Project.
Strategy 2: Use audience participation to engage students in two-way
communication.
Tactic 1: Use Twitter to engage in quick and convenient two-way
communication with students.
Tactic 2: Create a blog to provide an outlet for feedback from MSU
students to Reclaimed Project.
Rationale:
Relationships between Reclaimed Project and Mississippi State University students need
focused on immensely. In order for Reclaimed Project to fully develop within the Starkville
community it needs to build relationships with the publics it is trying to reach. In this campaign,
Reclaimed Project needs to focus on building strong relationships with students so that the
overall awareness of Reclaimed Project as a whole will be exhibited in the community. Hosting
an interactive event with Reclaimed Project and MSU students will help students gain a better
understanding of how the organization operates. A workshop type of event will give students the
opportunity for a hands-on learning environment which will show students what is involved in

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operating Reclaimed Project. By doing this, Reclaimed Project will start being able to focus its
relationship efforts on the students who have shown interest in the organization.
If Reclaimed Project were to maintain regular office hours, it would allow for students to
be able to reach them at their convenience. By being available, Reclaimed Project will prove to
it’s an approachable organization. It will also show that Reclaimed Project wants to be available
whenever students have any questions or would simply like to volunteer with them.
Reclaimed Project is a nonprofit business, and no business is going to be successful for
very long without creating and maintaining relationships with its publics (“Why are Business
Relationships,” 2014). Reclaimed Project will gain an advantage over other nonprofit
organizations by focusing on managing relationships with students. “Underestimating the
importance of business relationships equates to underestimating the importance of solid
foundations in a building, and will set your business up to stagnate and eventually crumple,”
(“Why are Business Relationships,” 2014).
Creating a relationship with the Student Association will lead to stronger relationships
with students. By working with the SA, Reclaimed Project will gain a closer working
relationship with students. One way of building this relationship would be to send a campus
representative of Reclaimed Project to attend cabinet and senate meetings in order to increase
visibility among students. By being a part of student affairs, students will likely want to be a part
of Reclaimed Project as well. Building strong and mutually beneficial relationships with students
will be vital for Reclaimed Project to continue to thrive in the Starkville community.
Communication is important in any type of relationship. Increasing communication
efforts between Reclaimed Project and MSU students will be imperative for success.
“[Communication] allows us to share interests, aspirations and concerns, to support each other,

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to organize our lives and make decisions, and to work together,” (“Relationships and
Communication,” 2012). Hosting an event where Reclaimed Project’s staff giving a speech will
allow for it to communicate effectively with students and provide students with an opportunity to
engage in two-way communication. Another way to engage in two-way communication would
be to utilize various social media outlets like Twitter and a blog.
Goal 2: To develop a favorable reputation between 40% of Mississippi State University students
and Reclaimed Project within one year of implementation.
Objective 1: To enhance the reputation of Reclaimed Project with Mississippi State
University students by 20% in six months.
Strategy 1: Utilize publicity to enhance communication between Reclaimed
Project and Mississippi State University students.
Tactic 1: Establish a weekly blog where staff members can make posts
about the progress of Reclaimed Project, adoption stories, and any other
story that focuses on Reclaimed Projects’ mission.
Objective 2: To enhance communication between Reclaimed Project and 20%
Mississippi State University student organizations in the next 6-12 months.
Strategy: Have Reclaimed Project staff utilize audience participation with
students.
Tactic 1: Speak at Campus Crusade for Christ’s meetings to encourage
two-way communication founded on similar beliefs.
Tactic 2: Speak at Fellowship of Christian Athletes’ meetings to
encourage two-way communication founded on similar beliefs.

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Tactic 3: Speak at Baptist Student Union (BSU) meetings to encourage
two-way communication founded on similar beliefs.
Tactic 4: Work with the Student Association to host events during
National Adoption Month.
Rationale:
In order to enhance Reclaimed Project’s reputation it is important to increase awareness
of what the organization does. One way to do that is to start a blog where staff members can post
articles about Reclaimed Project and link the blog posts to its’ Facebook page, Instagram, and
Twitter ensuring a diverse audience. Reclaimed Project should not feel restricted on writing only
about the organization itself, staff members can include testimonials from people who have
adopted, or from people who have been adopted. The staff can write articles giving updates
about the orphan care centers in Botswana, availability of adoption grants, how to apply for
adoption grants, or anything related to the organization’s mission.
Another way to enhance Reclaimed Project’s reputation with MSU students would be to
have better two-way communication with the MSU students. One way to start the
communication process would be to target its efforts on organizations that have similar beliefs.
Since Campus Crusade for Christ, Fellowship of Christian Athletes (FCA), and Baptist Student
Union (BSU) are all Christian organizations, they already share common ground thus creating a
better environment for Reclaimed Project to connect with these students. Organizations that
work together who have shared beliefs tend to eliminate differences in objectives and thus
agency problems that arise because of the differences in those objectives (E. Van Den Steen,
2010). Having shared beliefs among organizations tend to “lead to more delegation, less

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monitoring, higher utility (or satisfaction), higher execution effort (or motivation), faster
coordination, less influence activities, and more communication, but also to less experimentation
and less information collection” (E. Van den Steen, 2010). While it may lead to less
experimentation and limited information collection, this is a beneficial starting point in an effort
to enhance Reclaimed Project’s reputation among students. Starting with organizations with a
common background will help Reclaimed Project start to reach out to other organizations that
might not have the same framework, but will help towards the effort in enhancing a favorable
relationship.
Considering the importance of athletics on campus, speaking with FCA will prove to be
very beneficial. If Reclaimed Project boosts its reputation with the FCA, then it will have a
unique opportunity to engage more athletes into the organization. If Reclaimed Project develops
a favorable reputation with athletes in FCA then it is likely that others will see that and form
their own favorable opinions. Many of these organizations reach a vast and diverse crowd
brought together by shared religious beliefs, which is a great means for Reclaimed Project to
reach an even larger audience.
Goal 3: To increase monetary donations to Reclaimed Project by 45% of Mississippi State
University students within two years of implementation.
Objective 1: To establish a financial strategy making 30% of college students aware of
possible donation opportunities within six months of implementation.
Strategy 1: Inform students of Reclaimed Project’s monetary needs by utilizing
publicity.

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Tactic 1: Host an information session that explains how much
funding is needed, how to donate, and where the donations will be used.
Tactic 2: Send letters and post cards to students encouraging them to
donate and inform them on how they can go about doing so.
Tactic 3: Host a trunk show after the information session in order to
showcase the products Reclaimed Project has for sale.
Objective 2: To make 30% of MSU students aware about the need for donations to
Reclaimed Project within six months of implementation.
Strategy 1: Utilize personal two-way communication between Reclaimed
Project’s board of directors and possible student donors.
Tactic 1: Have board of directors send out personal letters informing
students of why funding is necessary for the success for Reclaimed
Project.
Strategy 2: Utilize social media to increase communication between Reclaimed
Project and MSU students.
Tactic 1: Use Twitter for quick announcements and to increase the
following of Reclaimed Project.
Tactic 2: Use Facebook for more detailed announcements such as events
and calendar information.
Tactic 3: Use website to have organizational updates posted regarding
adoption, job creation, and orphan care.

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Rationale:
In order for a nonprofit organization such as Reclaimed Project to engage in certain
philanthropic activities, it needs donations. With college students making up a significant portion
of the population in Starkville, it would be beneficial to target students. The average income for
college students is $14,400 (L. Norman, 2014) so it would be difficult to find students who have
the means to donate. However, Mississippi State University students are among some of the most
giving, according to the PACS Report, “About 92% of MSU respondents agreed with the statement
“It is important to make a difference in the world.” An even greater percentage (96%) stated they
believe it is important to give back to the community,” (2007, p. 29). By taking this into
consideration, college students will donate regardless of their financial means if it means giving
back to the community.
Hosting an information session will be beneficial to educating students on why it is so
critical to increase funds for Reclaimed Project. By increasing the amount of information that the
students have access to, it may lead to more college student donors. By having a trunk show
follow the information session will also provide students with the opportunity to purchase
merchandise that will benefit all of those who are making the products in Botswana. A trunk
show would likely increase the attendance of students at the information session since it could
entice them to come and be able to browse the products for sale.
Sending handwritten letters asking students to donate will be more beneficial than using a
form of electronic communication. This is because handwritten letters are much more personal
and they carry a unique touch (“Benefits,” 2014). When reaching out to people about donating
money, it is important that it is personal and has an emotional appeal, because this will likely
lead to increased donations by college students.

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Two-way communication between the executive board of directors of Reclaimed Project
and college students will prove to be highly beneficial. This will show students that Reclaimed
Project believes in transparency and will show them that they are worthy of the donations. If the
board of directors sends personally handwritten letters, it will take time, but it will be
advantageous in order to pursue the donations. This will also continue to educate students on the
needs of Reclaimed Project.
Social media has become a very useful tool in all forms of business. It is quick and easy
to use and will help target college students specifically because 74% of adults who are online are
using social media (“Social Media Fact Sheet,” 2014). Twitter is useful for quick announcements
since the character limit is only 140, and Facebook is also convenient for some longer
announcements or even scheduling updates. While both of these outlets are useful, utilizing the
website is also very important. Websites provide many advantages to businesses, one of them
being a cheaper alternative to print advertising (A. Subhani, 2014) and they are much more
flexible as well. The flexibility and financial aspect of a website are two very important factors
in considering how to promote awareness to college students. Websites also provide unique
growth opportunities in that it can be used by future investors or donors to show what Reclaimed
Project is all about, the achievements it has already accomplished, and plans for the future (A.
Subhani, 2014).
Goal 4: To increase the number of Mississippi State University students volunteering with
Reclaimed Project by 30% within one year of implementation.

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Objective 1: To have an effect on the awareness of voluntary efforts possible with
Reclaimed Project for 30% of Mississippi State University Students within the first six
months of implementation.
Strategy 1: To create publicity to inform students about Reclaimed Project
volunteer opportunities.
Tactic 1: Send a Reclaimed Project representative to each student
organization on campus.
Tactic 2: Relay volunteer information to advisors/leaders within
organizations for point/foundation hour opportunities.
Tactic 3: Promote growth and opportunities through the campus
representative outlet offered within the Reclaimed Project (“Reclaimed
Project,” 2014).
Objective 2: To build collaboration between Reclaimed Project and the Mississippi State
University Student Association within six months of implementation.
Strategy 1: To host an event with the Student Association to promote
Reclaimed Project volunteer opportunity options.
Tactic 1: Create an interactive event on the Drill Field
for students to actively participate in.
Tactic 2: Allow students to participate in a “day in the life” event to
obtain an understanding of orphan care centers and living conditions in
Botswana.
Strategy 2: Host collaborative events between Reclaimed Project and student
organizations.

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Tactic 1: Create an interactive event on the Drill Field
for students to actively participate in.
Tactic 2: Allow students to participate in a “day in the life” event to
obtain an understanding of orphan care centers and living conditions in
Botswana.
Rationale:
With efforts to increase voluntary efforts by 30% within a year of implementation,
Reclaimed Project should seek out student organizations of all types and create relationships
within those organizations. There are more than 300 student organizations at Mississippi State
University. Collaborating with these organizations would increase awareness of Reclaimed
Project and specifically the opportunity would bring awareness to volunteer options. By
increasing publicity of Reclaimed Project’s volunteer options on campus, volunteer efforts would
increase. Reclaimed Project has a campus representatives option for those who are interested. By
utilizing the campus representatives at MSU, implementation of the plan would be easily
accepted. Hearing personal testimonies from past student volunteers may greatly impact other
students’ desire to volunteer themselves. This representative could interact with many
organizations on campus. Examples include one of the many Greek organizations, religious
organizations, honors societies, and MSU’s Student Association.
After speaking to the organizations during their regularly scheduled meetings, the
representative or speaker of choice could then relay information to the organization’s advisor or
leaders. By speaking with the advisor or leader of the organization, the Reclaimed Project
representative could express how volunteering with the organization could offer members
foundation hours or points. Most organizations, especially Greek organizations, are required to

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have a certain amount of community service hours or points. This would intrigue more members
of the student organizations to get involved, because it offers an incentive that does not directly
come from Reclaimed Project. Having a campus representative build a relationship within
student organizations or with advisors would offer promotion of the campus representatives
option. Students could then see the opportunity that the position provides and want to become
part of the cause. The relationship created with student organizations, of all types, could lead to
continuous relationships and more volunteers.
While all student organizations are vital to campus, the largest student organization on
campus is the Student Association (SA). At one point in time, professors and administrators
refereed to the SA as the largest student lead organization in the state. By creating a valid
relationship with the SA, thousands of students will be reached. The Student Association is made
up of many branches: the executive council, the president’s cabinet, and senate. Each outlet
performs different tasks and creates multiple policies and events for students. Collaboration with
the SA would offer opportunity for events and policies to be created. Going through the Senate
by creating a need for a charitable organization on campus could result in a piece of legislation
that could impact Reclaimed Project and students. For example, Barnes & Noble gives the SA
10% of every dollar spent. Legislation could be passed that a small percentage of that income
could be given to Reclaimed Project as a local charity. Reclaimed Project would have to have at
least four students and a faculty advisor to make up the campus representative group in order to
be eligible for the appropriations that are distributed to student organizations on campus.
Collaboration between Reclaimed Project and senate would be the most difficult,
however not impossible, to accomplish. Partnership with the SA Cabinet would be beneficial to
increasing student volunteer efforts. Students who are active members on Cabinet would have

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access to proper event forms, administration contacts and equipment needed for an event. During
the interview with Reclaimed Project, J. Stoker mentioned wanting to have a “day in the life”
event on the Drill Field (personal communication, August 28, 2014). Cabinet members are the
means of which this could be accomplished. Cabinet members have the ability to set the
framework for this event to take place. The event could be a walkthrough of what it is like to live
in Botswana or in an orphan care center in Botswana. This would bring awareness to the
volunteer efforts that are needed to help raise funds to improve these living conditions. An
example of how this event would be set up would include an entrance way for students to begin
the journey through an orphan care center or Botswana styled home. A maze style atmosphere
would be constructed for students to walk through to see all living conditions from sleeping
quarters to restroom conditions. Incorporating emotional appeal and displaying statistics through
the walkthrough will appeal to both emotionally and factually driven audiences. A visual
representation of what living conditions are in Botswana would give students the opportunity to
see almost firsthand what their volunteer time can do.
References
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Norman, L. (2011, February 14). What Is the Average College Student's Income? Retrieved
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