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Organizational Description
Social change philanthropy works by changing the systems that support social injustice.
It’s about organizing and activism, engaging all members of our society in dialogue and
action. Social change philanthropy and activism ensure that people who are typically
ignored and disregarded have a seat at the table. By sharing power, we can hold all our
institution, from governments to corporations to nonprofits, and society itself responsible
for social justice. Founded in 2013 by Publicist & Public Relations Director Jakeem
Smith, Don’t Be The Victim is a non-profit organization that serves as an outlet to fight
against social injustice, harm against others and victimization. Passionate about supporting
different causes, Jakeem states that he aims to “help different people that have gone
through different things like obesity, domestic violence, child abuse,” and that he would
love for the organization to “build, show substance, growth, and shed light on different
causes.” Jakeem currently functions as the organizations Program Director and is also the
CEO of Jay Productions Agency, an Atlanta bases public relations agency. Under the
umbrella of the Beyond The Game Foundation, 5013c founded by Chanita Foster with
mission is to provide youth education parallel with athletics and encourage
entrepreneurship with focus on philanthropy to live a well-balanced life, Don’t Be The
Victim ultimately seeks to help eliminate systematic oppression through awareness,
education, and a demand for betterment and change for all.
Public Relations Problem
• Don’t Be The Victim has a problem because of the lack of volunteers.
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Key Publics
• The key publics that will be targeted will be Greek letter organizations
at Clark Atlanta University that have similar interest in tackling issues
surrounding social injustice issues, harm against others, community
service and victimization.
o Alpha Kappa Alpha Sorority Inc.
o Delta Sigma Theta Sorority Inc.
o Omega Psi Phi Fraternity Inc.
o Sigma Alpha Iota Fraternity Inc.
o Zeta Phi Beta Sorority Inc.
-Demographic: Male and Female current members.
-Justification: These organizations were targeted based off of their overall
organizational goals, values and mission statements in relations to Don’t Be
The Victim’s mission statement.
Total population= 110
Campaign goal
• To be the leading choice among college students within the Atlanta
University Center seeking to address social injustice issues
Objective A
• To increase Don’t Be The Victim’s Instagram following by 5% (50
followers), by April 20, 2016.
o Justification: The organization’s Program Manager, Jakeem
Smith, recruits a vast majority of Don’t Be The Victim’s
volunteers via social media.
Strategy A
-To create content (online and physical) that will attract the attention of
the students of Clark Atlanta University to follow the Don’t Be The
Victim instragram page.
Tactic1: Post content online consistently that visually represents the
brand.
Tactic2: Tag key influencers in the AUC community to raise the
awareness of the movement and have them share with their audiences.
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Tactic3: Post physical flyers in prominent areas on campus of Clark
Atlanta University.
Strategy B
-Partner with like organizations at Clark Atlanta University to expand
the Don’t Be The Victim audience to attract students to follow the
Don’t Be The Victim instagram page.
Tactic1: Have AUC Cam post content on social injustice and
victimization sponsored by Don’t Be The Victim.
Tactic2: Have Greek organizations post content on social injustice and
victimization sponsored by Don’t Be The Victim.
Tactic3: Have CAB post content on social injustice and victimization
sponsored by Don’t Be The Victim.
Objective B
• To secure 15 volunteer applicants from the Atlanta University
Center by April 15, 2016.
o Justification: Due to research done prior to establishing this
objective, 41.2% of the population that is interested in becoming
a volunteer will actually sign up.
Strategy A
-Host #StandUp #SpeakUp #SpeakOut social media campaign to
attract the attention of target audience to engage them with the
organization.
Tactic1: Post content online of key influencers on campus talking
about Don’t Be The Victim and its mission.
Tactic2: Tag key influencers on Clark Atlanta University’s campus to
raise the awareness of the movement and have them share with their
audiences.
Tactic3: Have organizations share content on their organization pages
(Delta Sigma Theta, Sigma Alpha Iota, Omega Psi Phi, etc..)
Strategy B
-Host informational session for interested individuals.
Tactic1: Post flyers online and on campus advertising informational
Tactic2: Have leaders of different organizations (from target audience)
attend informational.
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Tactic3: Have attendees that are interested in volunteering apply.
Objective C
• To secure 7 volunteers by April 20, 2016.
o Justification: Don’t Be The Victim is in search of 7 new
volunteers for the organization.
Strategy A
- Secure each new volunteers within the organization.
Tactic1: Provide organization Program Manager with list of new
volunteers and their resumes.
Tactic2: Inform all new volunteers of up coming events and programs.
Tactic3: Host brain storming session with Program Manager about
ways to incorporate new volunteers.
Strategy B
-Host introduction meeting with all new volunteers.
Tactic1: Set up conference call line via www.freeconferencecall.com
(Call in #: (712) 775-7032 Meeting ID: 148-560-787).
Tactic2: Have Program Manager and new volunteers call into
conference call line April 21, 2016, 7:30pm.
Tactic3: Have Program Manager notify each volunteer of any and all
necessary information regarding Don’t Be The Victim and moving
forward.
Evaluation Techniques
Objective A: the number of volunteers acquired as a result of this campaign
will measure this objective.
Evaluation Criteria: The number of new volunteers.
Evaluation Technique: Applicants that stated “yes” they would like to
volunteer will email their resumes to be entered into the system.
Objective B: the number of applicants acquired at the conclusion of this will
measure this objective informational.
Evaluation Criteria: The number of individuals that are interested in
volunteering at the conclusion of the informational.
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Evaluation Technique: Applicants will complete sign in sheet at
informational and list if they are interested in volunteering for Don’t Be The
Victim.
Objective C: This objective will be measured by the number of followers
acquired from the initial start date of this campaign.
Evaluation Criteria: Percentage of new followers to old followers.
Evaluation Technique: Don’t Be The Victim’s instagram followers will be
carefully analyzed to make sure that the target audience followed the page as
a result of this campaign.
Campaign-Relate Recommendations
• Website: the way that we relate with people today has largely shifted
from face-to-face meetings to digital communication on websites,
social media and mobile devices. Your website is the face of your
organization, its what people see online should reflect who you are as a
nonprofit. Your mission should come across loud and clear on every
page.
• Consistency: Not just online but within the community as well. This
will Increase Engagement & Strengthen Loyalty, Create a Barrier to
Entry, Strengthen Fundraising, Optimize Outreach & Marketing, and
Facilitate New Opportunities, which will, in turn, grow the brand.
• Photos and portfolio/ Testimonials: Maintaining a gallery or
campaign portfolio will show your true face and can give other a
chance to relate and empathize with your actions. Let your photos tell
your story. A third party validation is a sort of proof that you are
committed and you get results. Thus, being able to read personal
experiences and impressions will give them all the information they
need to convince themselves to take action and involve to support your
cause.
Lessons Learned:
One on one interview: After speaking with my client on why he only wanted
to focus on Clark Atlanta University, he stated that he “wanted to solidify his
program and establish a base at one institution” so that when the expansion to
other institutions happen, it will not be chaotic.
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U.S. Department of Health and Human Services, 2005, Successful Strategies
for Recruiting, Training, and Utilizing Volunteers,
http://www.samhsa.gov/sites/default/files/volunteer_handbook.pdf
This article gave statistics on the different methods and strategies used by the
United States Government to secure new volunteers for non-profit
organizations. The article gave strategic insight on how to successfully plan,
recruit, train, manage, and evaluate your volunteers once they have been
acquired.
United Stated Department of Labor, 10:00 a.m. (EST) Thursday, February
25, 2016, Volunteering in the United States, 2015,
http://www.bls.gov/news.release/volun.nr0.htm
This article gave statistics on the main types of activities volunteers
performed also varied by educational attainment. Persons with a bachelor's
degree and higher were more likely to provide professional or management
assistance or to tutor or teach than volunteers with less education. Volunteers
with less than a bachelor's degree were more likely to collect, prepare,
distribute, or serve food or engage in general labor than those with at least a
bachelor's degree… Between September 2014 and September 2015, the
proportion of volunteers who became involved with their main organization
after being asked to volunteer (41.2 percent) was about the same as the
proportion who became involved on their own (41.6 percent)--that is, those
who approached the organization. 41.2%x15= 6.18 | ages 16-34= 71,038
persons 46.7% | 42,731 65.3% have some form of college education or
higher
Appendix
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• Example of content shared on Don’t Be The Victim’s Instagram
page.
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• Example of content shared on the Beta Psi Chapter of Omega Psi
Phi Fraternity Inc.
