Tennessee Clean Water Network Dragon Boat Campaign

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Tenneessee Clean Water Network
2015 Dragon Boat Campaign

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Meet the Team
Ainsley Baggott Corbin Sharp Claire Mcgrail
Makenzy Davis Amanda Murray Kaley Williams

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Table of Contents
ExecutiveSummary.............................................................................................................................3
SituationAnalysis................................................................................................................................4
CoreProblem.......................................................................................................................................4
ClientOverview...................................................................................................................................5
Competitor Profile..............................................................................................................................6
SWOTanalysis.....................................................................................................................................7
Primaryresearch-Observational........................................................................................................8
Rebranding..........................................................................................................................................14
Primary research- Surveys.................................................................................................................9
Primaryresearch-Interviews.............................................................................................................10
Overarching Goal .............................................................................................................................13
Big Idea...............................................................................................................................................13
Key Public #1......................................................................................................................................15
Budget...............................................................................................................................................32
Calendar............................................................................................................................................33
Evalutation........................................................................................................................................34
Appendices..................................................................................................................................35-43
Key Public #2....................................................................................................................................24

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Executive Summary
Tennessee Clean Water Network (TCWN) was created in 1998 by citizen
watershed groups from across Tennessee who met to address clean water
issues and discuss the future of the watershed movement in the state.
Today, TCWN is a 501 (c)(3) not-for-profit corporation that strives to inform
Tennesseans about the importance of clean water in their communities.
The organization promotes clean water practices, educates and engages
Tennesseans, and promotes legal policy for water protection.
TCWN fundraises via several events throughout the year. Currently, TCWN is
planning its second annual Downtown Dragon, Drum, and Paddle Boat Race
for August 2016. This event features dragon boat racing, and all proceeds
benefit the initiatives of TCWN. Last year, there were 12 teams participating
in the event and very little individual fundraising was conducted. Therefore,
TCWN established the goal of increasing event participation and increasing
fundraising and has secured the services of University of Tennessee public
relations students. These students have created the following objectives for
this campaign:
1. To have at least a 50% increase of local outdoor organizations and
corporate participation, among corporate companies, at the dragon boat
event in East Tennessee, by the May 2016 event.
2. To increase fundraising by a total of $10,000 among 2016 participants, by
the start of the May 2016 dragon boat event.
This campaign is designed to aid TCWN with the completion of these
objectives. Primary research was conducted about the event, which has led to
the development of strategies and tactics designed to meet the organization’s
overall objectives. The key publics targeted in this campaign include
corporations and local outdoor organizations. The campaign outlines details
about the event, including fundraising initiatives, a rebranding strategy,
sample budget and a calendar of tactics.

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Situation Analysis
The implementation of the Downtown Dragon, Drum, and Paddle Race as a fundraising
initiative for TCWN has been met with little participation from the majority of the
Knoxville community. Participants of the first annual race put forth minimal fundraising
efforts, and participation was relatively low when compared to the dragon boat race
hosted by KARM. The opportunity for TCWN to increase participation lies in its ability
to recruit teams that are seeking social interaction or that are involved in other outdoor
activities around Knoxville. Quantitative research conducted on site showed that the
majority of participants are highly likely to return for future dragon boat races as well
as encourage others to participate. Furthermore, 89% of participants cited social
and networking purposes as their main reason for partaking in the dragon boat race.
Furthermore, 65% of paddlers were also active hikers. This data led the team to focus on
publics that fit these psychographic traits.
The primary challenge for the success of the Downtown Dragon, Drum, and Paddle Race
will be increasing awareness in Knoxville and surrounding communities. At this year’s
event, the lack of awareness about the event greatly impacted participation. Increasing
awareness about the event, as well as TCWN as an organization, is necessary for the
future success of the dragon boat race. Scheduling the event has also proved to be an
area of concern. It is imperative that TCWN take into account the occurrence of the
KARM dragon boat race and other local events when scheduling the dragon boat race.
Another challenge is offering more fundraising incentives to participants in addition to
creating a competitive reason for paddlers to raise money once they have signed up for
the event. Enhanced social media positioning, cohesiveness
and communication efforts on behalf of TCWN and the
Downtown Dragon, Drum, and Paddle Race is a possible
solution to help reduce the challenges discussed.
Core Problem
Because key publics are not motivated to engage in
individual fundraising efforts, the Downtown Dragon,
Drum, and Paddle Race’s participation to support the
Tennessee Clean Water Network is currently at a low
level.

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Client Profile
Tennessee Clean Water Network (TCWN), based in Knoxville, is a nonprofit
organization founded in 1998 to address the deteriorating condition of the
water in Tennessee. Its mission is to empower Tennesseans to exercise their
right to clean water and healthy communities by fostering civic engagement,
building partnerships and enforcing water policy for a sustainable future.
TCWN hopes to drive legislation that protects Tennessee waters and to
demonstrate the effects that unclean water can have on communities and
the health of residents. TCWN has several programs that focus on land
conservation, pollution prevention and healthy communities (“Tennessee Clean
Water Network”).
TCWN hosts three main events throughout the year to raise money: Sturgeon
fest, Wild & Scenic Film Festival, and the Downtown Dragon, Drum, and
Paddle Race. This was the first year for the dragon boat race, and 12 teams
participated. Money is raised for this event via sponsorships, fundraising from
paddlers, spectator donations at the event and team registration fees. ‘Early
bird’ registration fees were $1,000 for corporate teams and $850 for nonprofit
teams. After a certain date, this increased to $1,250 and $900. This cost
includes a team practice session and at least two heats on race day.
There was minimal participation in team or individual fundraising. Sponsors
for this event included Keen, KaTom, Sweet P’s and Holiday Inn, among others.
The incentive for teams to raise the most money was a prize from Keen. The
incentive for individuals to raise the most money was a buff. Dynamic Dragon
Boat Racing provided boats and logistical assistance for this race. Overall, this
event had little media coverage.

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Competitor Profile
The main competitor to the TCWN’s dragon boat race is the KARM Dragon
Boat Festival. The KARM race is well-known and established in the Knoxville
community, and next year will be its 14th year. The 2015 KARM Dragon Boat
Festival took place June 20, 2015. There were 42 teams participating, and $54,000
was raised through a combination of entry fees and team fundraising. Thousands
of people come to the event, which also features vendors, music and contests
to entertain those not participating in the races. This year was the first year that
KARM expanded the race so that teams could compete up to three times. With
these new divisions and rules, there were ultimately six champions.
Teams can pay an ‘early bird’ rate of $1,000 to enter the race, regardless of
their organization’s status as a nonprofit or a corporation. After this early bird
period passes, the entry fee jumps to $1,200. The entry fee includes a team tent,
one 60-minute practice and a team fundraising page. In terms of sponsorship,
the KARM Dragon Boat Festival has several large sponsors like Pilot, Publix and
Regions. Proceeds from this race benefit the Knox Area Rescue Ministries, which
provides shelter and food to those in the Knoxville community, free of charge.
The directors of the KARM event emphasize that the race is a great way to
promote team-building for businesses, friend groups or families while giving back
to the community. Overall, this race received extensive local media coverage prior
to the event and after the event.

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SWOT Analysis
Strength
• Tennessee Clean Water Network
strong leadership from board of
directors
• This organization’s mission af-
fects everyone in Tennessee.
• Unique and competitive event
Weaknesses
• Low awareness of Tennessee
Clean Water Network & dragon
boat races
• Low participation & sponsorship
• Fundraising issues
• Lack of online presence/social
media cohesiveness
Opportunities
• Fundraising benefits Tennessee
Clean Water Network
• Boost public image/ community
awareness
• Future and on-going support
from corporate & local outdoor
organizations
• Not many dragon boat races in
Knoxville area
Threats
• KARM competition
• Poor weather on day of event
• Not enough participants/re-
spondents
• Popular Knoxville events, such
as Tennessee football overshad-
owing the race

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Primary Research:
On-site Observations
Research was gathered to help determine the strategies and tactics of increasing
fundraising and participation. On-site observation at the TCWN dragon boat race
took place .The demographic of paddlers was primarily women, with most falling
under the age categories of Baby Boomers and Gen X. Few spectators were present.
Teams consisted of corporate, gym, government and cancer awareness groups, with
no representation of church groups or university students. A handful of families
were in attendance for support, as well as some people from other cities who
came to watch the competition itself. As far as entertainment for spectators and/
or children, there was a Master of Ceremonies announcing heat winners, a local
radio station providing background music, a tent of various lizards provided by the
Knoxville Zoo, and a long path of water fountains for children.
Keen, K-Town, the local radio station and Sweet Ps Downtown Dive were the only
signs of sponsors shown. There was little to no representation of their names via social
media. There was no interactive twitter handle to live tweet moments, no Facebook
page to join and see future upcoming events, and no Instagram hashtag to post with
their photos of the race that day. There was also no positioning of TCWN provided at the
event. Hardly anyone knew who was hosting the race, why the race was happening in
Knoxville, and who the donations were supporting. There was a lack of identification and
no catchy slogan to help TCWN advertise this event.
As for fundraising, there was no clear place to donate at the event. The registration
table was set up for check-in, obtaining a free K-Town cup, and optional sign up for The
Clean Water Pledge. Opportunities for donating were not mentioned enough by the
Master of Ceremonies, and there was no physical incentive to donate for the people at
the race. Individuals not participating in the race had little motivation to come unless
supporting a friend or family member. There could have been more aggression in the
form of banners or signs to enable donations the day of the event.

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Primary Research: Surveys
Method
Results
Paper surveys were handed out on site at the TCWN Downtown Dragon, Drum, and
Paddle race. Each rowing team member was asked to fill out the survey. As an incentive
for filling out the survey, upon completion each member’s name was entered into a raffle
for a gift card. In total, 109 surveys were completed and analyzed.
All charts discussed can be found in appendix A (pages 35-39):
• Respondents were mostly female and aged 35-50 years old with a 4-year degree and a
household income of $100,000-$249,999.
• Figure1-1 shows what percentage participants answered “Yes” when asked if this was
their first time participating in a dragon boat race 33% answered “No”.
• Figure 1-2 and Figure 1-4 show that 69% and 67% of participants are likely to participate
in future dragon boat races and encourage others to participate, respectively.
• Figure 1-3 shows that 60% of respondents participate in hiking and 48% participate in
camping. In addition, Figure 1-9’s data shows that of most participants answering that
they participate for exercise was a strong supporting factor in the team’s decision to
look at companies and groups that are active.
• Figure 1-6 and Figure 1-7 are the driving factors in the decision to focus on corporations
as a target public in the campaign proposal.
Implications
Overall, several key suggestions in this campaign were derived from information obtained
through this primary research. The data helped the team to reason that the campaign’s
focus should partially be on people who already participate in outdoor activities such as
hiking or camping.In additon, the high numbers in the data led the team to the conclusion
that once a person participates in the dragon boat race, he or she will become a recurring
participant. This fact encouraged the team to focus on a public that has not previously
heard of dragon boat races for increased event participation in 2016 and future years. High
numbers of participants responded that they participate in the dragon boat race for social
and/or networking reasons. This data suggests that the team should target corporations
that would not only benefit from networking with other corporations but also participation
in community outreach and corporate social responsibility.

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Primary Research: Interviews
Method
To correspond with the information discovered from surveys, as well as on-site
questioning, we also found it necessary to conduct interviews with different
groups and organizations in an effort to acquire information regarding what would
motivate individuals to participate in a dragon boat race as well as find out how
accessible they were to the resources needed to produce a dragon boat team.
Members of our group contacted a number of businesses/ organizations via email
and telephone and asked a total of eight questions (see Appendix B, page 40). The
purpose of these questions was to probe respondents and gain further insight to
what steps needed to be taken in order to make the TCWN event as successful as
possible.

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Results
The interviews indicated that though many individuals had heard of dragon boat racing
in general, it was mostly through other organizations. Not many participants knew
about the TNCW race. Most respondents did not indicate a strong desire to participate
in a dragon boat race, but they reported that they would be more motivated to do so if
it was for a righteous cause that they believed in. Dragon boat racing is not a common
event, so some interview participants felt indifferent about learning more about it. One
respondent, when asked about interest in learning more, stated “Maybe, I am not sure
what it is so I don’t want to sign up for something crazy.” This was a general summary
of how most participants felt. After explaining exactly what dragon boat racing was,
though most agreed that they would participate.
Other useful data gathered included a generally preferred month in which to host the
event. Most agreed that the months of June and July would be the best time to host
the race because it is an outdoor event stationed on the river and weather is important.
Incentives were also a major motivational tool. Most of the interview participants stated
that they would be more likely to participate if incentives were involved. Suggestions
included gift cards, cash prizes, and trophies.
While most people said that they would participate in dragon boat racing individually,
some did not believe that the company or group that they represented would
participate. One interviewee mentioned that the organization that she was apart of did
not participate in competitive events, but if the cause was good enough, companies
might consider dragon boat racing. Interviewees who represented companies, however,
strongly believed that they could easily persuade company representatives to participate.
The main concern for members of outdoor organizations seems to be finding 22 people
to participate. Another theme stemming from this research was that nonprofit groups
are not motivated to form a team because they have so much money to raise for their
own organizations.

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Implications
Overall, these survey results demonstrate a need for change in the way that
fundraising is conducted for the TCWN dragon boat race. In addition, the
results further emphasize the need for increased media presence surrounding
the event in order to increase awareness among the general public. Also,
because the responses indicated that most people would participate if the
event were in June or July, our group ultimately decided to host it in May in
order to position the TCWN dragon boat race competitively against other
organizations.

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The TCWN Dragon Boat Festival is an
ultimate team event that exemplifies
human connectivity, friendly competition
and community spirit for all ages.
Big Idea
Increase fundraising and
participation in the Tennessee
Clean Water Network dragon
boat race.
Goal

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Rebranding Strategy
Rebranding the Downtown Dragon, Drum and
Paddle Race will benefit the TCWN cause in
numerous ways. First, changing the name to TCWN
Dragon Boat Festival would make the event more
inviting and understandable for participants and
spectators. The word festival itself is associated
with a celebration within the community. This
would influence participants and spectators to be
interested in the event and purpose, while having a
fun experience. Second, the new name will be easier
to search for, recognize and associate. The new title
includes Tennessee Clean Water Network, which
shows what the Dragon Boat Festival is supporting.
Through research, most all participants from 2015
did not know what the purpose of the race was for
or what it was supporting. Third, the extensive name
of “Downtown Dragon, Drum and Paddle Race” is too long to search and locate in social
media channels. Promoting a cause with a understandable and recognizable name and
objective makes for a successful campaign. The newly developed hashtag #DBFest would
bring a social association to connect the hashtag to the event. Changing the Instagram
name would increase traffic to the TCWN website and also increase awareness to all that
the organization supports. Using the already existing Facebook and Twitter accounts, we
would refocus the attention more towards Tennessee Clean Water Network’s cause and
the event.
In addition to altering the event name, we propose a change in the registration pricing.
A flat rate of $880 should be applied to all teams, regardless of registration date, past
participation or organization type. Lowering this fee will attract more participants and
appear more welcoming in the infancy stages of this event. Research demonstrated that
participants are likely to return to the event. If TCWN lowers the price, they will be able
to attract more teams. In turn, these teams will most likely return in the upcoming years.
This fee alteration could build steady participation, and the fee could be increased once
the desired particpation level is met.

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Key Public #1
Corporations are the first key public we
recommend TCWN to target.
Objective #1
To have at least a 50% (18 teams) increase of local
outdoor organizations and corporate participation,
among corporate companies, at the dragon boat
event in East Tennessee, by the May 2016 event.
Primary Message
The dragon boat race is a great way to give back to
the community.
Secondary Message
Donating just one dollar can impact water quality
and accessibility in East Tennessee.
Strategy #1
Demonstrate that the TCWN Dragon Boat Festival
is an impactful way to strengthen company
recognition and reputation.
Tactics:
• Press Release
• Media Alert

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Media Alert
Press Release
The media alert will be strategically distributed about two months
prior to the event. This would be a good way to generate media
coverage prior to the event in order to make more people aware
of the festival and increase registration. Ideally, local newspapers,
magazines and television stations will receive this alert.
A press release should be strategically distributed about three weeks
prior to the event. As with the media alert, this release should generate
coverage and increase awareness of the event. By distributing it three
weeks prior to the event, there will still be some time for people to
register and coordinate a team. A press release will be a free way
to increase awareness about the event through local newspapers,
magazines and television stations.

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Strategy #2
Drive home the point that the more a company aligns itself with a
nonprofit, the better its social standing is perceived in the community.
Tactic:
• Incentive Chart
• Fundraising Email
Fundraising Email
The Fundraising email will be distributed to all new paddlers who sign up and can be
redistributed periodically if necessary. This email will remind participants why it is im-
portant for them to fundraise for the TCWN and how the fundraising will affect them
and the Knoxville community. It will also break down the incentives offered to them
at each level and will have an attached fundraising idea sheet to help paddlers raise as
much money as possible. Finally, the email will inform participants to look out for the
featured fundraiser each week and encourage them to follow our social media to help
them keep up with the event.
Incentive Chart
Sign up & Donate:
Bumper sticker
Objective #2
To increase fundraising by a total of $10,000 among 2016 participants, by the
start of the May 2016 dragon boat event.

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Strategy #3
Tactics:
• Facebook Page
• Twitter Page
Facebook event page: TCWN should compose an event page from their already
existing Facebook account. This will provide more social recognition for the
corporate companies, local outdoor companies and spectators to “attend” the page
and invite others.
Facebook
Above is an example post about Dynamic Dragon Boat Races on Facebook. Other
Facebook posts could include:
• Shoutouts to people helping with the event
• Featured posts about paddlers/teams
• Visuals from last year’s event
• Tips for fundraising
Demonstrate that the TCWN Dragon Boat Festival is a positive way to improve company
culture.

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Refer to holidays and other community events
throughout the months to encourage participation.
Examples:
• Thanksgiving: Togetherness of family and friends
relates to the team-building in the dragon boat
race.
• Spring: Celebrate the new season outdoors
• Dogwood Arts Celebration: Relates to
Dogwood’s celebration of the natural outdoor
beauty of East Tennessee

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Twitter emphasizes informational texts in which TCWN can post facts about
the festival using #DBFest. Followers and interested participants can also direct
message questions and inquire more detailed information. The above posts are
example tweets made by the TCWN account.
Twitter

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Key Public #2
Objective #1
To increase participation by at least a 50% (18 teams) of local
outdoor organizations and corporations at the dragon boat
event in East Tennessee for the May 2016 event.
Primary Message
The dragon boat festival requires team coordination and instills
a sense of pride and accomplishment in every paddler.
Secondary Messages
The second key public we recommend
TCWN to target are local outdoor
companies or organizations.
Tagline “Your Community. Your Challenge.” inspires and personalizes the
event experience .
• 74.4% of respondents said “I participate in dragon boat races because I
personally believe in the cause”
Emphasize the continued Tennessee River improvements made
possible by the Tennessee Clean Water Network.
Strategy #1
Tactics:
• Instagram Page
• Radio Spot

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Instagram is a way for TCWN
to showcase visual content for
promotional purposes. As a popular
social platform, Instagram provides
opportunities for photo and video
sharing with followers and users
searching #DBFest. These posts are
content examples made by the TCWN
account.
Instagram

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Radio Spot
TCWN Dragon Boat Race: 30 sec
---------------------------------------------------------------------------------------------------
SFX : Gong ringing (2 sec)
---------------------------------------------------------------------------------------------------
TIM: “PADDLES UP! GET READY FOR THE SECOND ANNUAL TENNESSEE CLEAN WATER
NETWORK DRAGON BOAT FESTIVAL ON MAY 21!”
SFX: DBR drum beating (3sec/ continues in background)
-------------------------------------------------------------------------------------------------------
MUSIC: Asian Style
________________________________________________________________
JIM: “GET YOUR FRIENDS, FAMILY AND CO-WORKERS TOGETHER TO PARTICIPATE IN THIS
YEAR’S DRAGON BOAT RACE.”
TIM: “THIS TEAM-BUILDING FUNDRAISER IS A FUN, CHALLENGING EVENT THAT INCLUDES
KIDS’ ACTIVITIES, FOOD VENDORS AND MORE.”
JIM: “THAT’S RIGHT! IF YOU DON’T WANT TO RACE, THAT’S OKAY! THERE WILL BE A
NUMBER OF ACTIVITIES FOR YOU TO ENJOY!!”
TIM: “IT’S NOT TOO LATE TO REGISTER! FOR MORE INFORMATION, VISIT TCWN.ORG.
THAT’S TCWN.ORG. ”
TIM: “REMEMBER…PADDLE FOR FUN, BUT RACE TO WIN!!!”

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Strategy #2
Promote the physical nature of the dragon boat race.
• Flyer
• Snapchat
Tactics:
Flyer

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Snapchat is a visual way for paddlers to share their enthusiasm with downtown
Knoxville. The teams tactic is to collaborate with the Tennessee “Snapchat Campus
Story” to be featured the day of event. Participants and spectators who use Snapchat
at the event location will be posted for the Knoxville area t to view via the Snapchat
app.
Spectators can snap the race and events. Participants can snap their team preparing
to load the dragon boat. Viewers around the area will see the fun happening at
Volunteer Landing and be inspired to attend the festival.
Snapchat

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Fact Sheet
A fact sheet provides the reader with an overall summary of the organization,
highlighting it’s mission, purpose and sponsored events. Distributing this document
through email and having it on hand at TCWN events will help spread their message in
a brief, but intensive manner.
To increase fundraising by a total of $10,000 among 2016 participants, by the start of
the May 2016 dragon boat event.
Objective #2
Strategy #3
Develop a fundraising incentive program that allows participants to receive rewards in
correlation with the amount of money they raise.
Tactics:
• Fact Sheet
• How-To-Fundraise Check Sheet

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How-To-Fundraise Check Sheet
The fundraising check sheet motivates paddlers to raise more money and provides them
with tips and advice to get them started.

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Budget
The total budget for the 2016 TCWN Dragon Boat Festival, is $7,279. This budget includes
the cost of incentives, which include: bumper stickers, sunglasses, T-shirts, and water bot-
tles. The budget also accounts for festival costs for items such as the beer garden, Sweet
P’s, Rita’s Italian Ice, corn-hole, face painting, and trophies. Tactics are also included in
the budget and account for the cost of social media, press releases, media alerts, emails,
flyers and local radio advertisements.

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Calendar
The following is a proposed social media and communication schedule. Each tactic is
listed below with start and end dates and are strategically placed to enhance event
promotion.

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Evaluation Criteria & Tools
Objective 1: To have at least a 50% (18 teams) increase of local and corporate
participation, at the dragon boat race in East Tennessee, by the start of the
2016 event.
To evaluate the completion of the first objective, we will need to compare
the number of teams that participated in 2015 to the number of teams that
participated in 2016. Twelve teams registered for the event in 2015, so 18 teams
would need to participate in 2016 to achieve this objective. This evaluation
measure will not impact the budget.
Objective 2: To fundraise $10,000 among 2016 participants, by the start of the
dragon boat event.
In order to evaluate the completion of objective #2, the fundraising totals
will need to be calculated. If $10,000 is raised, the objective was successfully
completed. This evaluation method will not impact the budget.

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Profile of Respondents
Male 37.6%
Female 62.4%
Generation Y (24-34) 31.3%
Generation X (35-50) 47.6%
Baby Boomers (51+) 18.2%
Level of Education
High School Degree/GED 4.7%
Some College 11.9%
2-year Degree 12.8%
4-year Degree 38.5%
Master’s Degree 20.2%
Doctoral/Professional Degree 11.9%
Gross Annual income
$15,000-$34,999 15.6%
$35,000-$49,999 13.8%
$50,000-$74,999 17.4%
$75,000-$99,999 20.2%
$100,000-$249,999 26.6%
$250,000 or more 6.4%
Appendix A

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1. Have you ever heard of a dragon boat race?
2. Do you have any interest in learning more about dragon boat racing?
3.How likely are you to participate in a dragon boat race?
4.What month are you most likely to participate in a dragon boat race? And why?
5. What kind of incentive would motivate you to fundraise? And why?
6.How important Tennessee Clean Water Network’s cause to you when you fundraise?
Is an incentive more likely to get you to fundraise more?
7. How active in the community would
you say you and your organization are? Which events or causes do you participate in?
8. How easily would you be able to find 22 people to participate with you?
Appendix B
Survey Questions:

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REI
1. Yes I have
2. No I do not
3. Not very likely
4. Sometime in May, June or July. Because its warm then.
5.I participate in fundraiser without incentives. I participate in certain ones because I like giving back
6. The importance level depends on the fund raiser. An incentive isn’t going to get me to fund raise more, it is
just a nice bonus.
7. We aren’t that active. I participate in cancer fundraisers, feeding the homeless and I donate a lot to good will.
8. I would have a hard time finding 22 people to participate.
Denzo
1. Yes, but I don’t really know what it is.
2. Yes!
3. It’s not a sport/race I would participate in unless I absolutely loved the cause it was supporting
4.When its not really hot out, like maybe April or May
5. Maybe a giftcard to a shop/restaurant I enjoy. I would also be motivated by just seeing a noticeable improve-
ment in the cause, and maybe some credit given to me on their website or email list. Recognition is sometimes
better than physical gifts for helping out.
6. An incentive is definitely going to get me to fundraiser more, and how much I like that incentive. The cause is
also key; I need to like the organization to be dedicating my time to raise money.
7. Not that active locally; we do things during holidays to help out like angel trees, food drives, and volunteering
to ring to Salvation army bell.
8. I could force 22 people to do it, but it wouldn’t be easy, especially having them give up a Saturday that they’re
off.
Knoxville Downtown Social Run
1. No I haven’t ever heard of a dragon boat race, it sounds interesting though!
2. Maybe, I am not sure what it is so I don’t want to sign up for something crazy.
3. Depending on what it is pretty likely.
4.Probably during the summer when it’s hot like May or June.
5. A big prize or even if it was for a really great cause I would fundraise.
6. Pretty important, I work for the YMCA so I know how important donations and fundraising is.
7. Not very active as a social running group we usually just show up to run and not everyone is consistent at
showing up.
8. Pretty easily.
Appendix B Continued
Survey Responses:

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YMCA Person
1.Yes, I’ve heard of the Karm dragon boat race.
2. Sure.
3. I’m a trainer so I like doing exercise outdoors when I can so pretty likely. However, the YMCA isn’t likely to
participate since it is a non profit.
4. June or July.
5. Tier prizes. Everyone loves reaching obtainable goals and little prizes go along way.
6. The cause is really important. Working at the YMCA without fundraising we wouldn’t be able to do as much in
the community outreach as we do. People hate asking other people for money so having a great cause makes me
feel more like im informing a friend rather than asking for a donation. An incentive is great though.
7. My organization is pretty active. We are based all over Knoxville and the community plays a big role in our
organization. We have Zumbathon and other fundraisers ourselves.
8. Pretty easily, we have a lot of staff.
UT Canoeing and Hiking Club
1) Nope!
2) Maybe/probably not. We aren’t a competitive club and unless dragon boat racing is just supposed to be silly
and fun, then we won’t have the time to commit to training for it.
3) Unless you are about to offer me a boat and stuff, highly unlikely.
4) August I guess? Its warm and school hasn’t gotten to intense yet by then. I wouldn’t be in charge by then
though.
5) Lots of kinds of incentives could motivate me. A million dollars is one of those many. Same reason a million
dollars would incentive anyone to do any number of things.
6) I’m not sure what this is, so maybe somewhat important. I like clean water! Is an incentive more likely to get
you to fundraise for their cause? (I fixed your typo from “or” to “for” and yes an incentive is more likely to get me
to fundraise) Why? I copied and pasted the definition of “incentive” below: a thing that motivates or encourages
one to do something.
7) Moderately involved! Which events or causes do you participate in? We typically participate in about 5 com-
munity service events each year.Reoccurring events include: Obed trail day, Ijams river rescue, and UT Sport
Clubs canned food drive. Other events we’ve done before include other trail days, boo at the zoo, etc.
8) Somewhat easily. Depends on the incentives I guess.
Ijams Nature Center
1) Yes.
2) No.
3) Highly unlikely due to our own program and event commitments.
4) N/A
5) What kind of incentive would motivate you to fundraise for the event? Why?
6) Supportive of conservation-oriented organizations.
7) Ijams holds its own fundraising events and community-based initiatives such as River Rescue every April.
8) Might be a challenge.

43
Lifeway Christian Resources Store
1. Yes I have.
2. Yes.
3. 50/50
4. May- Nice, mild temperature.
5. Recognition or some type of top fundraisers dinner.
6. The cause is the most important. Example M.S. An incentive is not a motivating factor, but people fighting M.S
is especially if a family member or close person you know.
7. Fairly active. Bike MS, Wounded Warrior Project, Diabetes.
8. It would take some effort, but could be done.
UT Medical Center
1. Yes, once.
2. sure
3. Highly likely
4. August – it’s a summer month and one month after our residents would have been in our program. I think it’d
would be a good team building experience.
5. We could fundraise for the low income patients for their healthcare.
6. Our OB/GYN residency program sees patients of all income levels. Our mission is to provide for the poor. The
incentive is to simply carry out our mission statement and help those in need.
7. We have an annual event providing free healthcare for a day which includes examinations and prescribing
necessary medications.
8. We could easily find 22 people because we have our 12 residents plus nursing staff and administrative staff.
Aramark
1. Yes
2. I wouldn’t mind. It seems fun
3. Very likely
4. Maybe late May or June
5. A cause that I believe in would be a good incentive. Or maybe some product that could be used daily
6. I don’t really know much about it so I can’t say. Yes they would.
7. I would say they are pretty active. I participate in things such as the breast cancer walks and thing of that na-
ture.
8. For me myself, it would probably be difficult.
UT Medical Group
1. No I haven’t
2. Yes I would
3. Not really sure
4. Late August or early September
5. If the incentive prize matches a certain percentage of what we raised
6. It is extremely important. No, because if I truly believe in the cause it would be more of a delight.
7. Right now I participate in the Susan G. Komen Breast Cancer Walk
8. Very easy

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