For our Public Relations course, Melinda and I developed a hypothetical fundraising plan and campaign for Active Minds, a national chapter that exists on campus, to solve a problem that exits on the Ithaca College Campus. Along with with our proposal, we created an Animal Rights Awareness Agency to go along with our program implementation and described our campaign fundraising strategy in the presentation.

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Melinda Carmichael
Nichole Palmero
Founders and CEOs of Mama’s Llamas Lovin’

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Mama’s Llamas Lovin’ Animal Rights
Awareness Agency

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Doug the Pug Lil Bub

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Our current situation
1. Not enough awareness of the Tompkins County
SPCA
2. Long wait time for an appointment to meet with a
therapist and counselors
3. An additional CAPS counselor is needed to meet
students’ demands

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Mama’s Llamas Lovin’
Benefit Dinner

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Goals & Objectives
• Raise more funds for another CAPS counselor to be
hired
• Raise enough funds over time for the CAPS office to be
moved/relocated or for another section of the building to
be opened up

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Timeline of Fall 2016 events
September: Kickoff with Active Minds; have a puppy or kitten present at the
Organization Fair in the beginning of the semester
Mid-September: Planning for event with the new members
Beginning of October: “Pet Dog Run” students can play frisbee or outdoor
activities with the dogs.
- $3 to enter the closed quarters
October - Kittens, Puppies, Bunnies/Hamsters/Gerbils/Hedgehogs/
Chinchillas on separate days as a whole day event

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Timeline of Fall 2016 events
November (before mid-terms and Thanksgiving Break): A&E event –
Kittens, puppies and small pets from animal shelters in Tompkins County
* Leading up events: One day per week to pet at the Fitness
Center
- $1 to enter - $5 per hour to pet
November: Moe’s Fundraiser and Insomnia Cookies Fundraiser
December 1st: Photos with pets dressed in holiday costumes @ The
Fitness Center
- $2 to enter - $10 for professional photos taken with pets

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Timeline of Spring 2017 events
Return in January: Kickoff with Active Minds; have a puppy or kitten
present at the Organization Fair in the beginning of the semester
Valentine’s Week:
• Love Yourself & Love A Puppy
• Who Need Love When You Can Love A Kitten?
End of February: Have dogs present in the A&E (closed quarters)
where students can play frisbee or outdoor activities with the dogs.
$3 to enter the closed quarters
Post Spring Break: Kittens, Puppies,
Bunnies/Hamsters/Gerbils/Hedgehogs/ Chinchillas on separate days as
a whole day event
March: Marketing the MLL Benefit Dinner in April

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Media Schedule

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Flyer
Ma m a ’s Lla m a s Lo vin ’
Ben ef it Din n er
Inpartnershipwith:
Mama'sLlamasLovin' Animal RightsAwarenessAgency
wouldliketoinviteyouto
April 23rd,2017At 6:00pminemersonsuites
(doorsopenat 5:30pm)
fundscollectedfrommml+activeminds2016- 2017eventswill
beannounced.support ustohireanadditional CAPScounselor!
first100ticketssoldstartingMarch1st @
CampusCenter lobby.
$10coversdinner &admissiontotheevent

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Brochure
Ma m a ’s Lla m a s Lo vin ’
Ben ef it Din n er
Inpartnershipwith:
fundscollectedfrommml+activeminds2016- 2017eventswill
beannounced.support ustohireanadditional CAPScounselor!
first100ticketssoldstartingMarch1st @
CampusCenter lobby.
$10coversdinner &admissiontotheevent
Ma m a ’s Lla m a s Lo vin ’
Ben ef it Din n er
April 23rd,2017
6:00pmATemersonsuites
$45,000

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E-mail & News Release
FOR IMMEDIATE RELEASECONTACTS
Melinda Carmichael
Mama’s Llamas Lovin’ Animal
Rights Awareness Agency
(203) 555-0100
melindacarmichael@mml.com
Danica Murane
IC Active Minds President
(607) 321-213
mamasllamaslovin@gmail.com
SPRING 2017 BENEFIT DINNER WILL PARTNER
WITH LOCAL ANIMAL SHELTERS
Proceeds received will go towards hiring an additional IC CAPS counselor
ITHACA, NY (December 3, 2015) – In partnership with the Ithaca College Active Minds chapter, Ma-
ma’s Llamas Lovin’Animal Rights Agency will be hosting a benefitdi nner dur ing the Spr ing 2017 on
April 23rd. All proceeds from the event will go towards hiring a full-time staf f member for the Counsel-
ing and Psychological Services (CAPS) department on the Ithaca College campus.
To begin the Fall 2016, IC Active Minds and Tompkins County SPCA will partner together to host
preliminary events leading up to the benefitdi nner; the event s wi ll be hel d in regards to me nt al heal th
awareness and how animals can be a possible therapeutic outlet for individuals with anxiety . The
events, such as “Pet A Puppy” or “Kiss A Kitten” will be sponsored by regarded animal rights aware -
ness agency Mama’s Llamas Lovin’, and the total amount of funds collected from the events will be
announced at the Mama’s Llamas Lovin’ BenefitDi nner on April 23rd, 2017.
The fir
s
t 100 ticket s wi ll be sol d onl ine starting Ma rch 1st costing $10 and the next 100 ticket s wi ll
cost $15; the tickets will cover admission to the event and food sponsored by Ithaca-local restaurants
and snack bars. Details on the event will be released on February 2017, and tickets will be available for
purchase in the Campus Center lobby starting March 1st from the Active Minds table.
Over the years many students at Ithaca College have utilized CAPS through individual or group thera -
py. To speak to a counselor for consultation, students have to wait on average 3-4 weeks to be given a
telephone-based consultation before your appointment with a licensed-eligible mental health clinician.
Active Mind’s goal is to raise funds, so that Ithaca College students will get the help they need as soon
as they need it.
###
News ReleaseE-Mail
Dear Ithacan, March 10, 2016
An organization on campus is hosting an event we think you will be interested in!
Mama’s Llamas Lovin’Animal Right Awareness Agency is hosting a benefitdi nner wi th Ithaca Co l lege’ s
Active Minds chapter in Spring 2017 to raise funds for a new full time position in the CAPs department,
and to raise awareness of therapeutic animals. There was a lot of concern in 2014 when the CAPS budget to
hire an additional counselor was not as heavily fin
a
nci al ly suppor ted by the IC Administration.
Mama’s Llamas Lovin’ want to support Active Minds and CAPS in this initiative in conjunction with Tomp-
kins County SCPA. We would like to invite Ithaca College students to attend the benefitdi nner on April
23rd, 2017, and to offer the opportunity for the students to volunteer for Tompkins County SPCA or to join
Active Minds.
I appreciate your time and consideration for our news release, and hope you can support us leading up to the
event.
If you have any questions, concerns or comments you can reach me at melindacarmichael@mml.com, or
call me at (203) 555-0100.
Sincerely,
MelindaCarmichael
Melinda Carmichael
Founder and CEO of Mama Llama Lovin’

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Dear Ithaca residents, May 21, 2016
Mama’s Llamas Lovin’ Animal Rights Agency would like to invite you to our Mama’s Llamas Lovin’
BenefitDi nner on April 23rd, 2017 to promote the animal shelters in Tompkins County and raise aware-
ness on therapeutic animals.
We will be partnering with Ithaca College’s Active Minds, an on-campus chapter of the national Active
Minds organization, and Tompkins County SPCA. All the proceeds from the event will go towards hiring a
full-time staff member for the Ithaca College CAPS offic
e
. The firs t wa ve of 100 tickets wi ll be sol d start -
ing March 1st at the Campus Center lobby. The $10 ticket will cover admission to the event and food
served; the dinner will be provided by local Ithaca restaurants and snack bars.
Doors will open at 5:30pm, and tickets will be available for purchase in Campus Center lobby starting
March 1st. Ithaca College and Cornell University students and Ithaca residents are invited to the benefit
dinner! We encourage you to purchase your tickets as soon as details are released because seats are limited!
In addition to the benefitdi nner , various events will be held on Ithaca College’s campus throughout the year.
The Fall kickoff event “Pet A Puppy” will be held where the Ithaca College students can play with adorable
and adoptable puppies to learn about how animals can be used as an outlet for therapy to help relieve stress.
These animals will be from the local animal shelter, Tompkins County SPCA, so if you fall in love with one
of the puppies, you will be able to adopt a lifelong friend!
Active Minds is a club that focuses on raising awareness on mental health issues among college campuses,
and CAPS is the counseling and psychological service on campus where students can go and get the help
they need to stay healthy. Over the years many students at Ithaca College have used CAPS as a way to help
them through counseling. Due to the limited amount of CAPS staf f, the wait-time to see a therapist has
reached to an average of three to four weeks. Mama’s Llamas Lovin’ Animal Rights Agency Active Mind’s
wants to help Active Minds raise enough funds to hire an additional counselor and to raise awareness on the
Tompkins County SPCA.
Sincerely,
NPalmero MelindaCarmichael
Nichole Palmero and Melinda Carmichael
Founders and CEOs of Mama Llama Lovin’
Campaign E-Mail

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#MLLDinner

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Instagram - @mamasllamaslovin

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Instagram - @mamasllamaslovin

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facebook.com/MamasLlamasLovin

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Budget and Success
Short term objective: Raise awareness on
therapeutic pets, and on the Ithaca College Active
Minds chapter and Tompkins County SPCA
Long term goal: Raise more funds for an
additional CAPS counselor to be hired
Budget: $5,000
Goal: $45,000

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Post-blog post
Nichole Palmero via Mama’s Llamas Lovin’ website
Blog post - April 24, 2017
ITHACA, NY - Thank you very much for all the support, everyone! We are very happy to
announce that we have been able to raise $45,030 during the year 2016-2017, so we were
able to raise enough funds to hire an additional CAPS counselor. Thank you very much to
everyone involved, and especially Tompkins County SPCA and Ithaca College Active Minds for
hosting these events on Ithaca College’s campus and sharing our message around Ithaca and
Tompkins County!
Over the past academic year 2016-2017, Mama’s Llamas Lovin’ worked with Active
Minds, an organization on campus that works with raising awareness on mental health, to
create programs surrounding therapeutic animals. The animals that were present at the events
were all adoptable animals from Tompkins County SPCA, the local animal shelter. Our events
included giving the IC students the opportunity to run and play frisbee with dogs on the Fitness
Center Quad to being able to get your photograph taken with pets dressed in holiday clothing.
Due to how successful our campaign initiative was, Mama’s Llamas Lovin’ Animal
Rights Awareness will be continuing this campaign to help CAPS office get relocated to another
building with a larger space. Melinda and I can’t wait to work on this, and can’t wait to see you
all there!

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