Me_Fine_Campaign_Proposal

“Me Fine” Foundation, Inc.
Kendall Pena, Mackenzie Stelljes, Marissa Counts, Natalie Alexander

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Section 1
Problem Statement
The Me Fine Foundation’s donation contributions have been lacking in past years.
Therefore, creating awareness of Me Fine Foundation ’s mission is important to reach
new donors is crucial to the success of the foundation.
Introduction
Me Fine Foundation, Inc. was founded by the friends and family of Folden Lee IV.
Folden was only 2 years old when he passed away from AML Leukemia in May, 2003.
During Folden’s fifteen-month-battle against the disease, his family found that not only
did they have the stress of providing care for their ill child, but also they were
overwhelmed with tremendous medical costs. Unfortunately, it is not uncommon that
while providing for their children some caregivers lose their jobs, their homes, and are
separated from other family members for long periods of time while their child is
receiving treatment.
Me Fine was created to supply families who have children receiving treatment with
resources while they are facing life changing battles. We can’t change what these
children face medically, but because of Me Fine’s combined efforts, they can change
the financial burdens of their caregivers and make their days in the hospital a little
easier to endure.

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Although its headquarters are located in Princeton, NC, Me Fine puts on two annual
events in Raleigh, NC each year. The first event, “Music for Me Fine ”, is their Spring
benefit concert, which occurs in April. The second event, the “Me Fine Gala” occurs in
September. In 2015, the foundation was able to raise $200,000, which accounts for
family expenses such as gift cards, rent and/or mortgage, utility costs, vehicle
expenses, medical expenses, household supplies, funeral expenses, gas cards, and
other children’s needs. Because of the vast amount of money raised, a total of 184
families were financially and emotionally assisted in 2015.
Through corporate sponsors, donors, and friends of Me Fine, the foundation is able to
support the community. Me Fine created a not-for-profit sister organization called
Second Hope Shop. One hundred percent of its revenue benefits Me Fine in its mission
to provide necessary resources and financial assistance to parents and caregivers with
children.
Situational Analysis
A situational analysis is the examination of internal and external factors affecting Me
Fine as a whole. The situational analysis creates an overview of the organization and
will lead to a better understanding of the factors that will influence its future.
A situational analysis allowed us to evaluate the organization by noting strengths,
weaknesses, opportunities, and threats before we began the proposal process. By
knowing Me Fine’s strengths and weaknesses, we are able to see what areas need to

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be improved. The opportunities and threats will enable us to calculate how we will move
forward with the resources Me Fine has available.
The situational analysis has been created by an interview conducted with the executive
director of Me Fine, Joey Powell. This information provided an inside look at struggles
and strengths the organization is currently facing. In addition to the interview, secondary
research was gathered by examining foundations similar to Me Fine, and determining
which tactics have proven successful in order to reach common goals to fundraise
money for a cause. By observing foundations ranging from nationwide, all the way to
local, a better understanding was gained of the most effective way to be successful.
Strengths: community events, network of reliable donor's, family/donor of the
month online profiles, passionate staff/volunteers
● Several successful community events throughout the year, drawing many
participants and raising funds
● Donors are reliable and consistent with donations
● Family and donor of the month profiles on Me Fine’s website are excellent
examples of the use of emotional appeals
● Staff and volunteers are passionate about the work they do and share this
passion with their communities, therefore spreading awareness about the
organization’s purpose

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Weaknesses: social media, web presence/design, community awareness
● Social media pages are not effective and can become repetitive
● Website interface is confusing (See Appendix A.1)
● One large gala fundraiser anchors donations for the foundation
● There are not enough smaller awareness events
Opportunities: new media platforms, online awareness campaigns, local
networking, highlight unique qualities not found with competitors
● Network of loyal donors
● Social media and online community
● Passionate staff committed to the mission of Me Fine
● Unique aspects to set them apart from competitors such as the thrift and
consignment shop
Threats: competitors’ social media presence, competitors’ available funds,
competitors’ community awareness
● Similar organizations have national recognition and large social media following
(See Appendix B)
● Similar organizations also have greater donations due to more recognition
● Competitors have local presence as well as national; many volunteers and
events

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In conclusion, the situational analysis reveals that a combination of a constant flow of
donors, old and new, as well as a strong social media presence, are keys to raising
funds and awareness. An online presence can be just as important as a local presence
with the use of the internet by nonprofits today. Through the implementation of the
appropriate digital tactics, there should be an increase in community awareness.
Therefore, there should be a greater understanding among the local community about
Me Fine’s efforts and mission, which will result in the use of emotional appeals to
successfully increase donations. The situational analysis allows us to see what
messaging strategies are most appropriate and most effective to achieve our objectives
(Section 3).

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Section 2
Research
Me Fine is a relatively new organization. Therefore, it is necessary to investigate what
other similar organizations are doing in order to reach their target audience, gain new
donors, and stay relevant. Learning from what is provided digitally and through stories
by people personally affected by the organizations are excellent sources of information.
The following organizations have been explored and evaluated: Susan G. Komen,
St.Judes Foundation, St.Baldricks, The Sunshine Kids, and The American Childhood
Cancer Organization. Research has been conducted specifically looking at institutions,
so the resources and capabilities may better align with Me Fine. Specifically noted were
social media use, special events, communication, and messaging strategies.
Learning from Peer Organizations
Susan G. Komen.
http://ww5.komen.org/
The Susan G. Komen organization is a well-known breast cancer research foundation.
Because it is very established, it has become a parameter for all other non-profit
organizations. Susan G. Komen is also known worldwide. The “pink ribbon” and the pink
theme became widely known as a symbol of the fight against cancer. The organization
began in 1982 in memory of Nancy G. Brinker’s sister, Susan Komen. The organization

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started with $200 and in over 30 years turned into the largest non-profit source of
funding for breast cancer research.
The Susan G. Komen organization’s website is simple, clean, and very easy to navigate
(See Appendix C.1). The information on the main page is minimal, but gets to the point
of engaging its targeted publics. The donation and get involved buttons are very visible
and they can be found in almost every page of the website. The organization has a
clear statement of impact, which allows its publics to know exactly what the organization
does and where his or money is being used. The website also appeals not only to
women, but it appeals to men as well. For instance, at the moment, the main page uses
a male for the background. This is important because many people associate breast
cancer awareness and the pink revolution only with women. However, because men
can get breast cancer too (although less prevalent), it draws in a larger following-
everyone rather than just women.
The Susan G. Komen organization has a multitude of social media accounts including:
Facebook, Twitter, LinkedIn and Pinterest just to name a few (See Appendix C.2).
These accounts are very popular and strategically organized in order to keep loyal
followers up to date with information, as well as recruit new donors and supporters. The
organization posts about two to three times a day in order to not overload its followers
with too much information, yet keep raising awareness.

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The success of the Susan G. Komen organization has not come overnight. Years and
years of raising awareness turned into raising funds, which in turn, meant success for
their careful and effective PR campaign.
St.Judes Foundation
https://www.stjude.org/
On February 4, 1962, the first St. Jude’s Hospital was founded by Danny Thomas, a
famous entertainer and comedian. A Maronite Catholic, he prayed to St. Jude Thaddeus
years earlier promising that if he brought him success as an entertainer, he would build
a shrine for St. Jude as a gift. As it came to be, Thomas became very successful, and
St. Jude’s Hospital was founded. Since 1962, the foundation has grown, and in 2010
the U.S. News and Report ranked St. Jude’s in the top children’s cancer hospitals in the
nation.
Upon looking at St. Jude’s website and social media, there were numerous features that
are beneficial to their image. Their mission statement “Finding Cures, Saving Children”
is clearly conveyed throughout, by being the boldest and largest font on the center-left
of the homepage. In addition, the statement is written on the bottom of every page when
one clicks through the tabs on their website. Their homepage has bright, clear images
with an engaging video which automatically plays throughout. It is easy to navigate the
website and to find where to donate. “Donate Now” buttons are color coded and outlined
in a box and enable sharing with a simple icon on the right of the donation button (See

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appendix D.1). The organization has a large twitter following with 411k followers and are
very active on it with 7,368 tweets and 26.1k likes (See Appendix B). Lastly, the St.
Jude website does not have a blog. However, the website utilizes emotional appeal
using a “Meet Our Patients” tab where stories of various children currently being treated
by the St.Jude’s foundation are featured (See Appendix D.2).
St. Baldricks
https://www.stbaldricks.org/
St. Baldrick's was founded in 1999. Similarly to Me Fine, its focus is on childhood
cancers. In order to get involved, St. Baldrick's accepts donations, but what sets this
foundation apart from others is the way it helps raise awareness. While the Susan G.
Komen organization utilizes the pink ribbon, St. Baldrick's’ way of raising awareness is
by head shaving. The hair collected is given to children going through chemotherapy in
which he or she experiences hair loss. This appeals to the emotions of its publics and
creates an image that people cannot ignore and allows them to become more
sympathetic to what the children are experiencing.
St. Baldrick's website is effective because of its appeal. The first thing one sees when
going to the home page is an image of a child affected by cancer and the fact she lost
hair due to chemotherapy. Beside her is a donation form and there one can enter any
amount and donate with the push of a button. Other than those two items, the
homepage is navigable through links at the top - this enables users to easily find what

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they are looking for on the webpage (See Appendix E.1). In addition to the main web
page, St. Baldrick's has a Facebook page dedicated to updating its publics regularly.
Furthermore, St. Baldrick's has a blog. This blog is updated a few times a month and
the posts always include a photo and a story about a child affected by cancer. The
pictures for this blog are especially useful. For example, one blog post includes a
picture of a young girl before learning about her diagnosis, enjoying childhood, and after
introducing her background story, it includes a picture of the once happy little girl in the
hospital with hair loss caused by chemotherapy. Then the family of the girl tells the story
of their fight with cancer (https://www.stbaldricks.org/blog/post/meeting-a-clark-kent)
(See appendix E.2). This feature greatly appeals to people’s emotions.
The Sunshine Kids
http://www.sunshinekids.org/
The Sunshine Kids foundation was founded in 1982 by Rhoda Tomasco. She was a
volunteer in the pediatric unit of a hospital in Houston, Texas. Rhoda saw how
depressed kids who were in the hospital for long-term treatment and had a vision of
providing them with positive group activities. Now, The Sunshine Kids organization
provides more than a thousand hospitals with activities to its young childhood cancer
patients.
The Sunshine Kids website is very balanced between captivating your emotions and
giving you rational facts about the organization and childhood cancer. The Sunshine

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Kids has a tab for easy access to their annual reports with financial data which provides
transparency to their publics. They also have a tab for activities, and there you can find
national and regional activities to attend (See Appendix F).
American Childhood Cancer Organization
http://www.acco.org/
The American Childhood Cancer Organization was founded after parents in the 1950s
and 1960s were advised to not speak publicly about their children diagnosed with
cancer. In 1970, parents of children with cancer in Washington, D.C. publicly gathered
for the first time and created Candlelighters, the first childhood cancer advocacy group
in the United States. Candlelighters eventually became known as the American
Childhood Cancer Organization.
They have a very established website, and the site is easy to navigate. The gold and
navy colors utilized in the font and background colors of the pages on their website,
match the gold and navy colors in their logo and are consistent throughout the entire
website (See Appendix G.1). They have a blog and a store, as well as a very appealing
Twitter account. Every time they post on Twitter, there is a visual element attached to
the post (See Appendix G.2). Upon first glance at the homepage, there are hyperlinks to
all its social media pages listed at the top right of the homepage, so one can easily click
each outlet and find more information. More importantly, their website offers an infinite
amount of ways to get involved, so there is an area for everyone to help.

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Summary
Some important points to apply to our PR proposal plan were learned throughout our
research process. Social media use, special events, communication and messaging
strategies were evaluated for each institution and the analysis concluded the following:
● Susan G. Komen developed a theme using the pink breast cancer ribbon and
has worldwide recognition for this theme
● St. Jude’s mission statement drives their use of media and messaging strategies
by being prevalent throughout every page of their website
● St. Baldrick’s Foundation has started a head shaving movement that draws
awareness to their organization’s mission and has become the most
recognizable and successful tactic to their campaign
● The Sunshine Kids website shows that appealing to logic as well as emotion is a
successful strategy for improving donor relations
● The American Childhood Cancer Organization displays the value of cohesive,
appealing visuals on both websites and social media
Me Fine shares some strengths with these organizations: the mission statement is very
prevalent and there are eye-catching images on the website. Areas for improvement are
appealing to rational tendencies as well as emotional and increasing frequency and
variety in social media posts, while maintaining a cohesive theme on all media
platforms. The organizations noted above successfully executed campaigns that were
emotionally appealing, which in turn, improved donor relations. These organizations

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also have up-to-date information across their online media platforms, with visually
satisfying and overall organized pages. Each of the organizations have at least one
characteristic Me Fine could benefit from in order to reach their goal of increasing
donors and raising awareness.

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Section 3
Goal Statement
To increase awareness of Me Fine Foundation and reach new donors.
Objectives
● Increase the number of people who know about Me Fine by an additional 50% by
December 2017.
● Increase the number of donors to Me Fine by 5% by December 2017.
There is an estimated total audience of 6,225 people. Approximately 4,150
people have already been “reached” by Me Fine through social media. The first
objective for this campaign is to increase those who know about Me Fine by 50%. The
number of people who have been reached is based upon the recorded amount of
followers on their social media accounts (Twitter, Facebook, Instagram). Me Fine
Foundation has approximately 300 recurring donors and sponsors.
The second objective of this campaign is to increase the number of donors and
sponsors to Me Fine Foundation by 5%. Donors and sponsors will be reached through
the increase of number of events held by Me Fine each year, as well as partnering
opportunities.

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Section 4
Definition of Publics
The target publics for Me Fine are donors, sponsors and partners. Each are used
interchangeably when described on Me Fine’s website. Donors, sponsors and partners
all give services, monetary contributions or volunteer to the foundation. Some actions
are non reciprocal (meaning the company gives a service or donation, without receiving
anything in return) and some raise awareness for the company giving. Donors are
individuals or companies that offer services, products or money to the Me Fine. Partners
refer to anyone with a professional relationship to the foundation, and sponsors provide
services at events or within Me Fine’s community.

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Section 5
Objectives by Publics
The objectives of this campaign are to raise awareness of Me Fine’s mission and to
reach new donors. We will focus on two main publics for our campaign. The first is
donors in general - people who can donate money for the organization. The second is
sponsors and partners who work with Me Fine through several different methods
including offering venues for events, discounts for donors, etc. However, the objectives
we have outlined apply to all defined publics as creating awareness through new
sponsors and partners will in turn reach new donors.

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Section 6
Message Strategies by Public
The overall key messaging for Me Fine is designed to create an emotional appeal to all
of the public’s. For the organization’s three main publics, donors, sponsors and
partners, messaging should be sensitive, compassionate and loving in order to be the
most effective. All three publics support the organization, including but not limited to,
funding and contributions. Therefore, the messaging should create such an extreme
emotional pull, that these publics feel the need to donate or contribute to Me Fine in any
way possible, to help terminally ill children.
In addition to appealing to the public’s emotion when communicating with donors,
sponsors and partners, an attitude of professionalism, gratitude, transparency of
information (where the money is going and who is benefitting from donations) will be
most successful toward our goal of increasing donations, and increasing awareness.

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Section 7
Communication Strategies and Tactics
Goal Statement
To increase awareness of Me Fine Foundation and reach new donors.
Strategies
Strategy 1:
Increase marketing efforts through social media and web presence.
With a diverse range of publics, it is important to employ a variety of media to
reach all audiences. Utilizing digital platforms will allow key publics to engage
and interact with the foundation.
Strategy 2:
Increase amount of fundraising events.
Increasing the amount of events in North Carolina communities will allow Me
Fine to connect to families not previously associated with the organization.

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Strategy 3:
Increase frequency of fundraising events throughout the year.
Increasing the amount of major fundraising events throughout the year will allow
donors and sponsors opportunities- more than just once a year- to donate to Me
Fine.
Tactics
Strategy 1: Increase marketing efforts through social media and web presence.
Tactics
T1: Blog
T2: Instagram/Facebook/Twitter
T3: Website (upcoming events page)
Strategy 2: Increase overall community awareness through popular local events.
Tactics
T1: State Fair
T2: Food Truck Rodeo
T3: First Friday
T4: Printed Material (Postcard and Stickers)

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Strategy 3: Increase frequency of fundraising events throughout the year.
Tactics
T1: Restaurant fundraising nights
T2: Printed Material (Same as tactic 4 strategy 2)
Tactic 1: Blog
Currently, Me Fine features a family of the month, where a family from Me Fine is
highlighted each month and posted on their main website. This is a great idea in order
to create awareness of the people utilizing the great aspects of the foundation, and
essentially puts faces to what the foundation is attempting to accomplish through its
efforts. The foundation does a great job by including links to where you can donate
directly to the family, as well as a link to the other families of Me Fine (See Appendix
A.5).
Taking this idea and creating a blog that is updated more frequently could potentially
increase awareness, followers and donations. By changing family of the month to family
of the week, it will increase the number of postings, and increase the number of families
which are highlighted and potentially helped.

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Tactic 2: Instagram/Facebook/Twitter
Me Fine can use social media to gain a following in order to increase awareness and
donations. Currently, their Instagram could have more followers and interaction on
photos (See Appendix A.7). In order to increase this interaction, we propose Me Fine
implement a children of Me Fine, which will mirror the very popular “Humans of New
York” (See Appendix H.1). “Humans of New York” tells stories of people on the streets
of New York City and includes a picture (See Appendix H.2). For Me Fine, we believe
starting a children of Me Fine will help raise awareness because it will highlight the
children in need. This appeals to the pathos and the emotional aspect of what Me Fine
stands for.
In addition to the children of Me Fine, posting regular and consistent updates will aid in
increasing the number of followers and interaction. More pictures about the events
being held by Me Fine will help grab people’s attention, as well as encourage followers
to attend the events. Currently, Me Fine’s instagram posts do not get very many likes,
and we believe implementing these ideas, as well as updating posts about events (such
as the gala held annually) will increase its number of followers, likes, and awareness.
Furthermore, Me Fine has a solid base of followers and interaction on its twitter
account. The foundation does a really good job at interacting with its followers by
replying directly to people who mention the foundation’s account, as well as retweeting

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photos and information regarding the account (www.twitter.com/MeFineNC). Because
their twitter is visually appealing and already has a solid base of followers, in order to
increase their presence on instagram, Me Fine would benefit by connecting their
instagram posts to their twitter, and even their facebook account. This allows every
instagram post to be posted to their twitter and facebook so everyone that is looking at
either account and scrolls through will be able to see the photos of children of Me Fine,
the caption, and the direct link to the instagram account.
Lastly, Me Fine could stay up to date with the new features on Facebook in order to
engage its current following, in addition to creating awareness and reaching a new
following. For example, facebook live is extremely useful, especially at events being
held, to engage people in what the foundation is currently up to. Facebook live can be
accessed with the click of a button, and suddenly a live feed is available to all followers.
These people can then comment and like the feed, which can help the foundation
gauge its overall presence. The facebook live feed is archived and if someone misses
the live feed, they can go back and watch the entire post later to see what the happened
at the event, even after it is no longer live (See appendix B).

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Tactic 3: Website
Me Fine’s website is often its first point of contact with donors, consumers, and the
general public seeking information on their work in the community. The homepage of
the website is eye-catching and organized. However, when the website is scrolled down
it becomes confusing and overwhelming (See appendix A.6). Also, when exploring tabs
at the top of the page, stories and events can be found under tabs they are not directly
related to.
We suggest creating a more unified website by primarily organizing tabs. An events tab
with updated and upcoming events would be very useful and a great way to have an
overview for the publics to find in one place (See Appendix I). Under the actual “Events”
page, the upcoming events listed are lacking severely, and the events must be located
elsewhere on the website for further information. This is somewhat misleading (See
Appendix A.4).
It could also be helpful to organize information on the website by catering to specific
publics who may be visiting it. This would mean having a tab designed for those seeking
to donate, those seeking to volunteer, and those families seeking to take advantage of
Me Fine’s services. This would save time when searching the website for particular links
and information depending on what each person hopes to achieve from their visit. An

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example of a well organized website can be found in the appendix. The aforementioned
tabs recommended are dominant on other non-profit sites (See appendix C.1).
Tactic 1: State Fair
As the state capital of North Carolina, Raleigh offers many opportunities to bring
community awareness to Me Fine’s overall efforts. One of these opportunities Me Fine
could take advantage of is the North Carolina State Fair held every year in October at
the North Carolina State Fairgrounds. The fair attracts North Carolinians from all over
the state, and would be a great place for the Me Fine Foundation to set up a booth to
gain support and recognition of the organization.
By setting up a booth, Me Fine could pass out stickers and postcards with information
on social media accounts, accept and ask for donations and offer promotions and/or
discounts for upcoming fundraising events held at their partnering organizations and
businesses (See Appendix A.8, A.9). By just being at the State Fair alone, and getting
people curious about what the organization does, the booth will raise awareness, which
will in turn, hopefully draw an emotional pull to the cause and increase donations.
In addition, we suggest reaching out to vendors at the State Fair who would be willing to
donate a percentage of their proceeds to the Me Fine for a day or two. Or, to even go as
far to reach out to the North Carolina State Fair promotions team and see if they would

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be willing to have an entire day where they promoted Me Fine in partnership with the
State Fair. Raffles could be held to give away partnering restaurant coupons or gift
cards and proceeds from fair tickets bought on that day could go to help Me Fine. The
partnerships could be created from relationships created with the families of Me Fine or
at an event held by Me Fine- all by connections or people who have connections. The
foundation could also reach out to the North Carolina State Fair promotion’s team
directly by email in order to create a relationship and potentially set up a deal with the
foundation in order to raise donations.
Tactic 2: Food Truck Rodeo
Raleigh holds a food truck rodeo event a few times throughout the year (See Appendix
J). The event is on Sundays for five hours. We believe Me Fine could potentially partner
with one of these trucks and work a deal to where a portion of the proceeds were to go
directly towards the foundation. These partnerships could be created in hospitals or
through the children’s families of Me Fine, similar to how the partnerships for the state
fair were described in strategy 2, tactic 1.
In addition to partnering, the Me Fine could set up a booth, with the postcards, stickers
and buckets for monetary donations on display. The booth would be set up among the
food trucks on or off to the side of the road, for easy access by the attendees. This

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tactic would get the community involved, raise awareness, spread the word and
obviously potentially increase donors and donations for Me Fine.
Tactic 3: First Friday
As mentioned earlier, Raleigh provides many opportunities to raise awareness around
the community and another opportunity is at downtown Raleigh’s First Friday events.
Every first Friday of every month out of the year, downtown Raleigh holds a festival to
celebrate local art, food and music. Restaurants, galleries, and store stay open later
from 6 p.m.-9 p.m. (See appendix K).
Although no fundraising efforts are listed on the event’s website, we suggest reaching
out to some of these restaurants, galleries and stores by email or in person to partner
with, in hopes that one will agree to have some of their proceeds from First Friday be
donated to Me Fine. Because First Friday is a very popular event, and because it occurs
every month, we see it as a great opportunity to raise awareness and money.

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Tactic 4: Printed Material
The sticker will be very simple and represent Me Fine. To appeal to children and
families, the use of color will be very important. The logo for Me Fine is very simple and
colorful; therefore, the stickers will picture the logo itself. The stickers are appealing to
children mainly, but to potential donors as well, and aid in spreading awareness of the
foundation and its goal. By distributing the stickers at events and at the headquarters,
the stickers will be utilized as a conversation starter (See appendix A.8).
A postcard will also be distributed at various events. The postcard will be an easy way
to get the social media accounts of Me Fine out to the public easily and effectively.
Social media is very important in today’s society, so having these readily available for
distribution could lead to Me Fine asserting more of a presence throughout their twitter,
instagram and facebook accounts.The backside of the postcard will briefly describe the
foundation and what it strives towards, as well as include the website address at the
bottom (See appendix A.9).
Overall, the printed material we propose should be simple, easy and go directly to the
point. We recommend printed material that will be handed out to the public be
decluttered and instead organized in order to get the point across without distracting the
people.

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Tactic 1: Restaurant Fundraising Nights
Restaurant Fundraising is a simple yet effective way to gain new donors immediately,
and the face-to-face communication at the event allows for future connections and help.
This is one of the best and easiest fundraisers for nonprofit organizations (See appendix
L).
This type of fundraiser comes in two types: restaurants will collect fundraising coupons
and those that will not. For the first type, the restaurant gives the organization coupons
to distribute to as many people as possible, and then those coupons are turned into the
restaurant on the designated night to determine how much money the organization gets.
The second type still requires the organization to hand out flyers for the event, but the
difference is that every order on the designated night is counted as part of the
fundraiser.
Fast food restaurants tend to draw more eaters than a sit down restaurant. Finally, also
consider local traffic patterns when selecting a restaurant; a hard-to-get-to restaurant
will not draw as well as one that is easy to get to.

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Tactic 2: Printed Material
The printed material for increasing the frequency of fundraising events during the year
will be the same as strategy 2, tactic 4. The same stickers and postcards will be
distributed at these fundraising events in order to easily give the attendee’s information
on the social media accounts, and the stickers for a conversation piece (See Appendix
A.8, A.9).

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Section 8
Time Table and Budget
Month/Week Activity
January
2017
Week 1 Friday: Family of the week blog post
Week 2 Monday: Update the layout of the website
Monday: Contact First Friday coordinators for February event
Friday: Family of the week blog post
February
2017
Week 1 Monday: Children of Me Fine
Tuesday: Post about upcoming events
Thursday: Post about past events (throwback Thursday)
Friday: First Friday event
Week 2 Monday: Reach out to restaurant for fundraising event in March
Monday: Children of Me Fine

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March 2017
Wednesday: Order stickers and flyers for Food Truck Rodeo for
May 1st's event
Wednesday: Contact First Friday coordinators for April's event
April 2017

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May 2017
Wednesday: Contact First Friday coordinators for June's event
Wednesday: Order stickers and flyers for Food Truck Rodeo for
June's event

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June 2017
Monday: Reach out to restaurant for fundraising event in July
July 2017
Wednesday: Contact First Friday coordinators for August's event

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August 2017
Wednesday: Start planning/ order stickers and flyers for October's
State Fair booth event
September
2017
Wednesday: Contact First Friday coordinators for October's event

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October 2017
Monday: Reach out to restaurant for fundraising event in
November event

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November 2017
Wednesday: Contact First Friday coordinators for December's
event
December 2017

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Budget
Item Purpose Cost Per
Product/Person
Total
Custom Postcards Marketing Vistaprint:
$0.11 x 500
$53.98
Custom Stickers Marketing Vistaprint:
$0.08 x 480
$39.98
Booths Marketing Costco 8 ft.
Centerfold Table:
$60.00
Amazon 8 ft.
Tablecloth: $18.95
$78.95
Website Redesign/reorganize Basic Re-Designing
Cost
$1,000- $2,000
Total Marketing Cost: $172.91
Total Costs: $1,721.91 - $2,171.91

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Section 9
Evaluation
The overall objective of the campaign is to gain donors and awareness for Me Fine. To
do so, new followers on all social media accounts should be tallied in order to keep
track of who has connected. Up to date, Me Fine has reached 4,150 people over their
three social media accounts. The goal is to increase that number by 50% by the end of
2017. A tally of the bodies reached, in comparison to the benchmark, can be used to
evaluate whether the overall objective has been achieved.
Similarly, to keep track of new donors, Me Fine will need to compare a benchmark to a
new total. In 2015, Me Fine raised a total of $227,000 to help families with terminally ill
children. A comparison to that benchmark can be used to evaluate whether the overall
objective has been achieved.
Online tools can be used to evaluate the number of visitors to their website. Monitoring
hits to the website is a simple way to document traffic. Atlantic BT is the creator of Me
Fine Foundation’s website. SEMrush offers different monthly and annual packages to
track website visitors. Tracking Me Fine’s website is a crucial way to find out what
brings in new donors and what people like to see.

39
Since Me Fine is a non-profit organization with a limited budget for public relations, it is
key to take implement the changes to social media this campaign proposed. However,
implementing the fundraising opportunities we also suggested could benefit Me Fine in
order to gain new donors and future partners.

40
Appendix
A.1 Me Fine Foundation website homepage
A.2 Me Fine Foundation “Donor of the Month” page

41
A.3 Me Fine Foundation “Friends of Me Fine” page
A.4 Me Fine Foundation “Events” page

42
A.5 Me Fine Foundation “Family of the Month” page
A.6 Me Fine Foundation homepage cluster of categories

43
A.7 Me Fine Foundation Instagram
A.8 Me Fine Foundation sticker example

44
A.9 Me Fine Foundation postcard Front
A.10 Me Fine Foundation Postcard Back

45
B. Chart comparing Me Fine Foundation Social Media to similar
organizations’
Foundation Number of Followers on Social
Media Accounts
Me Fine Foundation 1,257-Twitter
370-Instagram
2,514- Facebook
4,141-Total
Susan G. Komen 122,000-Twitter
37,400-Instagram
2,033,388-Facebook
2,192,788-Total
St. Jude’s Foundation 412,000-Twitter
146,000-Instagram
1,978,335-Facebook
2,536,335-Total
St. Baldrick’s Foundation 66,500-Twitter
19,100-Instagram
209,494-Facebook
295,094-Total
The V Foundation (Local Cancer
Research Foundation for reference)
25,900-Twitter
987-Instagram
33,415-Facebook
60,302-Total

46
C.1 Susan G. Komen website homepage
C.2 Susan G. Komen Instagram

47
D.1 St. Jude website homepage
D.2 St. Jude “Meet our Patients” page

48
E.1 St. Baldrick’s website homepage
E.2 St. Baldrick’s blog

49
F. Sunshine Kids “Kids Activities” tab
G.1 American Childhood Cancer Organization website homepage

50
G.2 American Childhood Cancer Organization twitter post with visual

51
H.1 Humans of New York Instagram
H.2 Humans of New York Instagram post with emotional diction

52
I. The “V” Foundation Events page

53
J. Sample Food Truck Rodeo Flyer

54
K. Sample First Friday Flyer

55
L. Sample Restaurant Night Flyer

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