This campaign was a group project created by myself, Sarah Mooney and Alexis Jarvis for our public relations capstone class.

1. Building Stronger Relationships with the Donors of the
Boys and Girls Club of Bulloch County
AMS Public Relations

2. Central Core of Difficulty
Lack of funding due to poor relationships with donors
Lack of funding inhibits growth
Unable to meet the community needs for after-school care

3. Situation Analysis
Misunderstood national branding leads to a disconnect with community business leaders and donors
Organizational rebranding
Build trust with donors to expand and meet community needs

4. Survey Content Analysis
83 individuals responded to the survey
74.29% of business owners view the Boys and Girls Club as “very beneficial” to the community of
Bulloch County
Seen as an asset to the community for its ability to provide tutoring, however, more widely
recognized as a student hang out
Business owners feel encouraged to donate to non-profit organizations that meet a community need,
or personally connect with the individual

5. Goal & Objectives
Goal Strengthen the relationship between the Boys and Girls Club
of Bulloch County and their donors in order to increase the
organization’s revenue, which will allow the organization to
expand and therefore, serve a larger portion of children in
the Bulloch County community
Objectives 1. Increase number of readers of organizational newsletter
by 15% by the 11th annual Steak and Burger Dinner (2016)
2. Increase follower count across social media accounts by
10% by the 11th annual Steak and Burger Dinner (2016)
3. Increase number of continued donors by 10% by the 11th
annual Steak and Burger Dinner (2016)
4. Increase number of community engagements by 25% by
the 11th annual Steak and Burger Dinner (2016)

6. Strategies
Strategies 1. Uphold the mission and ethical standards of the Boys and
Girls Club of Bulloch County
2. Highlight the success and accomplishments of the Boys
and Girls Club of Bulloch County at community events
3. Highlight the success and accomplishments of students at
the Boys and Girls Club of Bulloch County by posting
feature stories on social media accounts
4. Create and maintain a unified relationship between the
Boys and Girls Club of Bulloch County and their donors
within the community

7. Tactics
Tactics 1. Increase frequency of organizational newsletter from
quarterly to bi-monthly to keep donors updated on progress
of programs to encourage further engagement, and ask how
they would like to be updated about the organization in
future communication
2. Highlight the success and accomplishments of students at
the Boys and Girls Club of Bulloch County by posting
feature stories on social media accounts through a proposed
calendar
3. Highlight the success and accomplishments of students at
the Boys and Girls Club of Bulloch County by bringing
students to participate in community events-- First Friday,
Statesboro Farmers Market, Faith in Motion and Job
Shadowing Day
4. Personally thank every donor for their gift and recognize
the donation by adding their business name to the sponsors’
section of the website.

8. Media
Organizational Newsletter
Social Media Calendar
Feature Story for Social Media
Minor Consent Form
Brochure for Community Events
Thank You Stationery

9. Budget
Total Budget: $749.92