Yoga 4 Change is a non-profit organization that wants “To promote healthy living and foster self-confidence among veterans, inmates, at-risk youth and those suffering from substance abuse through the practices and teachings of yoga” 904 Creative, UNF's fall 2015 campaigns class, created this campaign to help them increase brand awareness, enhance media relations and increase donations.

2. “To promote healthy living and foster self-
confidence among veterans, inmates, at-risk youth
and those suffering from substance abuse through
the practices and teachings of yoga”

3. Situation Analysis
Yoga 4 Change faces a need for funding to
continue to operate and serve its four
demographics.
At-Risk Youth Veterans
Substance
Abuse Victims
Inmates

4. SWOT Analysis: Strengths
• Organization/ linear thinking
• Passion and dedication to cause
• Adaptability
• Influential board of directors

5. SWOT Analysis: Weaknesses
• Difficulty in asking for funding
• Limited staff
• Lack of memorable, signature events
• Low organization name recognition

6. SWOT Analysis: Opportunities
• Implementing effective
fundraising events
• Improving online presence
• Increasing partnerships and
gaining donors
• Increasing opportunities with
media relations

7. SWOT Analysis: Threats
• Lack of recurring and one-time donors
• Negative public perception and opinion of
inmates
• Community confusion about how yoga
transforms the lives of students
• Low event attendance
• Competition for donor dollars

8. IndustryTrends: Liberation PrisonYoga
• Founded in 2014, created 18 prison yoga programs in
three years.
• Works primarily with Rikers Island Prison
• “Bringing trauma-conscious yoga programs to those
incarcerated.”
• Publicity from celebrity endorsement by Yael Stone
from “Orange Is The New Black.”

9. IndustryTrends: ConnectedWarriors
• Located in Boca Raton, Florida.
• Founded by a veteran with the mission of helping
others deal with PTSD.
• Partners with many local businesses and local yoga
studios.

10. Secondary ResearchTakeaways
• Compared to similar successful organizations, Y4C
could be more active and involved on social media.
• Establishing good relationships with other
organizations via social media can assist with support
and awareness.
• Y4C needs to establish a way to
attract long-term donors.

11. Primary Research: Online Survey
904 Creative surveyed a variety of participants to
determine public awareness of Yoga 4 Change and
the habits of potential donors.
Participant
Age Range
0 100 200 300
18-24
25-34
35-44
45-54
55-64
65-74
75+

12. Online Survey
A total of 448 participants completed the
survey: 372 females and 76 males
17%
83%
Men
Women

13. Online Survey: Awareness and Income
• 81% of survey respondents were not familiar with
Yoga 4 Change
• 16% were somewhat familiar
• 4% were very familiar
Participant
Income Levels
< $10,000
$10K - $40K
$40K - $70K
$70K - $100K
> $100K

14. Online Survey: Zip Code Demographics
904 Creative recommends targeting the
following areas to expand the donor base:
- Ponte Vedra Beach
- St. Johns County
- Nocatee
- Mandarin
- Jacksonville Beach

15. Online Survey: Group & Donation Preference
Respondents were more inclined to donate to a
program benefitting at-risk youth and veterans.
Only 1% thought inmates were the most important
group.
Preferred
Donation Method
0
50
100
150
200
250
Event Online Check
Text to
Donate
Over
the
Phone

16. Online Survey: EventTickets & Pricing
76% of respondents stated that they would be
willing to purchase a ticket to an event
supporting the Y4C cause.
Amount willing to
spend at a nonprofit
fundraising event
87%
13%
$25 - $40
> 40

17. Audience Analysis: Millennials
• Born between 1981 and
1996, currently people
between 18-33 years old.
• Active on four social
media platforms.
• More likely to use smart
phones, tablets and
computers to consume
media.
• Transparency in an
organization is crucial.

18. Millennials Focus Group
904 Creative conducted a focus group targeting
millennials involving 19 participants: 10 male, 9 female.
• Despite winning One Spark, majority of participants
hadn’t yet heard of the organization.
• Prefer to see images of veterans and at-risk youth.
• Willing to attend fundraisers, but not donate high
amounts (motivated by incentives).

19. Audience Analysis: Generation X
• Born between 1965
and 1980, 34-49
years old
• Charitable, yet
skeptical
• Transparency is a key
selling point

20. Generation X Focus Group
904 Creative conducted a focus group targeting
Generation X, involving 12 participants:
10 female and 2 male.

21. Generation X Focus Group
• 25% of participants had tried yoga.
• Half of participants had heard of Y4C, mostly
through One Spark.
• Hesitant to donate to Y4C due to lack of public
exposure and credibility.
• Recommend highlighting statistics about
nonviolent offenders to increase empathy for
inmates.

22. Audience Analysis: Baby Boomers
• 50-69 years old.
• Baby Boomers and Gen X donate
more frequently than Millennials.
• Prefer to give online or through
direct mail.
• Best reached through email
marketing efforts.
• Most likely to donate to faith-
based organizations and local
social services.

23. Baby Boomers Focus Group
904 Creative conducted a focus group targeting
Baby Boomers, involving 5 participants total:
4 females and 1 male.

24. Baby Boomers Focus Group
• 100% of the participants had not yet heard of
the organization.
• Y4C is appealing because of their mission and
acts of charity.
• Organization should highlight health benefits
to appeal to medically focused organizations
for a possible partnership.

25. Personal Interviews
Scott Williamson, VP of Public Affairs and
Communications
“The nonprofit organizations mission and goals
must align with the goals of the company.”

26. Personal Interviews
Martha Barrett, Senior VP, Enterprise business
and community engagement
• Research- review online criteria and company values
• Network- know the community relations manager
• Apply- online or in a scheduled meeting
• Build Trust- present annual reports or financials
• Utilize Donation Levels- when having an event

27. Personal Interviews
Susan Towler, VP, Florida Blue Foundation
• Suggested reviewing the corporate sponsorship
criteria and submitting online application.
• Yoga 4 Change would be a good fit for the
foundations Build Healthy, Strong Communities
grants.

28. Personal Interviews
Dr. John Repole, Owner
“We’re willing to give as long as it’s in alignment
with the company’s mission.”
“Definitely keep us in mind as far as interest.”

29. ResearchTakeaways
• Community doesn’t understand why it’s
beneficial to help inmates and decrease
recidivism rates.
• Potential donors want to see how their
donations are being used.
• Y4C best aligns with health-related sponsors.
• Members in the community don’t understand
how yoga helps treat at-risk populations.

30. FORGIVENESS · CONFIDENCE · MINDFULNESS · GRATITUDE

31. FORGIVENESS · CONFIDENCE · MINDFULNESS · GRATITUDE
At-Risk Youth · Veterans · Substance Abuse Victims · Inmates

32. Family of Marks

33. Family of Marks Website Example

34. To increase Yoga 4 Change’s
brand awareness by 25% by
utilizing effective social media
plans, creating a more engaging
visual experience on online
platforms and improving
Search Engine Optimization
(SEO).
Objective One

35. • 80% - 90% of customers check an organization’s
website before making a purchase.
• Enhancing Yoga 4 Change’s online presence through
the website and social media will raise awareness
and build trust.
Objective One: Strategy

36. Social Media Calendar and Guidelines
904 Creative designed a set of guidelines that will
enhance engagement with Yoga 4 Change’s audience,
media content and brand.
• Week by week social media calendar
– Suggested posts, timing and upcoming events
– January through September 2016

37. Ad Grants is a Search Engine Optimization (SEO)
tool designed to assist nonprofit organizations.
• Online advertisements are shown when targeted
Yoga 4 Change keywords are searched on Google
(up to $10,000 worth of ads each month).
• GlobalGiving had an increase of 350,000+ visitors
and $440,000 in donations using Google Ad
Grants.

39. Video PSAs
Focuses on promoting
donations for the
benefit of inmates.
Touches on a majority of
the demographics
Yoga 4 Change serves.

40. 30-second “4 Unity” PSA
•Yoga helps teach coping
mechanisms through 4 core
values.
•Appeals to and educates
potential donors.
•Recommended for TV, social
media channels and website.

41. Only 1% of people
said inmates were the most important
group that Yoga 4 Change assists.

42. 30-second Inmate Rehabilitation PSA
•PSA demonstrates the life of an inmate and his journey
of rehabilitation through yoga.
•Shows how yoga helps inmates cope with negative
thoughts and obstacles they often face.

43. Many survey participants still had not
heard of Yoga 4 Change.
Of those who did, many didn’t
understand how yoga helps.

44. •Core values separated into a series of 4 PSAs.
•Helps the target audience visualize the four groups Y4C
serves.
•Three additional videos could be created to represent 3
additional values.
•Could feature photos from Hemming Park, inmates and
veterans.
30-second Themed Core Value PSA

46. Enhance media relations by 50%
and promote Yoga 4 Change
by utilizing a detailed media list,
pitching plan and a digital and
printable press kit.
Objective Two

47. • There are more than 1.5 million nonprofits in the
United States, each competing for media coverage.
• Maintaining an up-to-date press kit and media list is
necessary for providing resources for reporters and
increasing the organization’s credibility.
Objective Two: Strategy

48. Media List
A detailed media list including a variety of print,
radio and television sources.
Included: Reporters’ preferred pitching process
and a sample email pitch.

49. Media Audit
Audit of press mentions and media coverage in
articles, social media outlets and other media
sources.
A suggested list of what press coverage to
include on Yoga 4 Change website.

50. Digital and Printable Press Kit
The digital and printable
press kit provides an
effective way to achieve
positive press on various
platforms.
Includes: Fact sheets,
press release,
testimonial, board of
directors bios, programs
and core values

51. To increase donations to Yoga 4 Change
by $25,000 with events, corporate
sponsor package, collateral materials
and a redesigned e-newsletter.
Objective Three

52. • 50% of 904 Creative survey participants said they are most
likely to donate while attending an event.
• 36% of participants stated transparency is the single most
important quality for an organization to have.
• It’s important for Yoga 4 Change to present transparent
information in all messaging.
Objective Three: Strategy

53. “Dine 4 a Change”
Monthly giveback nights around Jacksonville to
earn donations on a recurring basis while
engaging participants in the Yoga 4 Change
community.
• Estimated budget: No cost to Yoga 4 Change.
• Estimated earnings: $100 - 500 per monthly
give back night, depending on attendance.

55. Campeche Bay
Suggest moving the event from August to
June to spread funding evenly throughout the
campaign.
• Estimated budget: The budget for this
fundraising event has no cost to Yoga 4
Change.
• Estimated earnings: $1,000

56. Art Walk Participation
Art Walks are a chance to engage the community and
spread awareness about Yoga 4 Change.
• Estimated budget: $124.92 for three months of
Downtown Art Walk participation
• Estimated earnings: around $300 total for three
Downtown Art Walk events
The Beaches Art Walk is an opportunity to advertise and
engage with potential sponsors/donors.

58. Chill Out 4 Change
“Chill Out 4 Change” is an all-inclusive silent auction
event where attendees can enjoy cocktails and
hors d’oeuvres while shopping remarkable
auction items from local businesses.
• Propose a change of date for the event, giving the
event a more cohesive theme to create a
memorable brand
• Ticket sales: $25 - $40 (includes meal, drink and
donation)
• Additional estimated budget: $42.16
• Estimated earnings: $6,000

60. First annual event is an opportunity to receive
individual donations and establish recurring donors
by creating a deep connection within the
community.
• Estimated budget: Max: $1,214.17
(includes 7% sales tax)
• Estimated earnings: $10,000
2016 Yoga 4 Change Yogathon

62. Monthly E-Newsletter
• Redesigned monthly e-
newsletter to target baby
boomer audience, who use
95% of their technology time
online reading emails
• Suggested newsletter topics,
including highlighting an
upcoming event, student
spotlights and ambassador
interviews

63. Potential Partnership and
Sponsor List
List featuring potential partnership and
sponsors that highlights the best possible
sponsors in the Jacksonville area based upon
past participation with similar nonprofit
organizations.

64. Donor and Corporate
Sponsorship Packet
A customizable donor
and corporate
sponsorship packet
with fact sheets,
donor forms,
testimonial, board of
directors bios a
sponsorship request
letter.

65. Yoga 4 Change Collateral Materials

66. Yoga 4 Change Customizable Business Cards

67. Yoga 4 Change
Circle Sticker
Yoga 4 Change
Basic Logo Sticker

68. CommUNITY Social
Media Share
Graphic

69. Yoga 4 Change Logo
Raglan T-shirt

70. “Be The Change”
Koozie
Yoga 4 Change
Mindfulness T-shirt

71. CommUNITY
T-shirt
4 Core Values
T-shirt

72. Budget
Creative Collateral Pieces

73. Budget
Artwalk
“Chill Out 4 Change”

74. Budget
2016 Yoga 4 Change Yogathon

75. 4 Unity CampaignTimeline

76. Campaign Evaluation
• Measures conducted during the
campaign and after its completion
in September 2016.
• Relies heavily upon social media
and Google analytics.
• Quantifying attendance, mentions,
downloads, shares and clicks to
determine success.

77. Social Media
• Use Facebook/Twitter Analytics to analyze best posting
times, post reach and engagement clicks.
PSA Views and Website Traffic
• Using Google Analytics and Google’s Adword tracking
software.
Brand Awareness
• Conduct a follow-up focus group/survey and compare
to primary research.
Objective One: Increase brand awareness by 25%
Campaign Evaluation

78. Campaign Evaluation
Objective Two: Enhance media relations by 50%
Social Media
• Facebook/Twitter Analytics to calculate views, shares
and post clicks.
Website and Digital Press Kit Views
• Google Analytics quantifies downloads and views.
Traditional Media Tracking
• Search for mentions in news articles and broadcasts
through Google Alerts.

79. Campaign Evaluation
Events
• Keep record of attendees and donations at each event.
• Utilize ticketing and receipts for each donation made by
attendees.
Donations
• Use analytics to to determine the number of donations
made through the website.
• Compare the number of partnerships to original
numbers.
• Write receipts for each donation and keep logs.
Objective Three: Increase donations by $25,000

80. FORGIVENESS · CONFIDENCE · MINDFULNESS · GRATITUDE
At-Risk Youth · Veterans · Substance Abuse Victims · Inmates