1The Youth Network is a program under the broad arms of the nonprofit organization theGuilford County Resource and Referral Center. The Youth Network is intended to enrich thelives and assist in the growth of area youth.STRAT Solutions has created a campaign called “Whose life will you change?” in orderto support the mission of the Youth Network. The purpose of the campaign is to raise funds forthe program, reducing their financial burden as they hope to expand their program and acceptmore children.The Youth Network has requested a strong partnership with High Point University. Withthe assistance of two HPU student ambassadors who will act as liaisons between the YouthNetwork and the university, we hope and believe that this relationship will be co-beneficial,supporting the nonprofit goals of the Youth Network as well as the philanthropic aims of theHigh Point University community. Similarly, after discussing our campaign with the StudentLife office of HPU, they supported our campaign ideas, bolstering further support for thisrelationship.As part of the “Whose life will you change?” campaign, STRAT Solutions proposes twoon-campus events beginning September 2013. First, the Youth Network, through itsambassadors, will hold a benefit concert at High Point University. Music will be provided by astudent band and donations to the Youth Network will be accepted throughout the duration of theevent. The second proposed idea is a Sponsor A Child program, wherein individuals, groups,clubs, and organizations can “sponsor a child” by subsidizing, in part or fully, the $550 semester-long program cost.The goal of the campaign is to raise $6,000 for the Youth Network by December 31,2013, twice what it raised in a fundraising campaign in 2011. For STRAT Solutions’ proposal,the fundraising will come through three levels of program sponsoring. First will be a $50 lunchsponsorship, which will cover one day’s lunch for the participating youth. Second will be a $200program sponsorship, assisting in various program needs, and then the $550 sponsorship of achild’s program costs.Executive Summary
2In order to achieve these goals, the Youth Network will use various paid media, ownedmedia, earned media, and social media.The campaign will include a graphic to be included in the High Point Universitynewspaper, the Campus Chronicle and in the HPU yearbook, Zenith, as well as CampusConcierge and SGA emails sent to all HPU students daily. Also, it will include spots on HPUradio and the Wow Factor student television show.The campaign will include a brochure and flyer distributed to students through theircampus mailboxes and at the fall Activities Fair to raise campus-wide awareness, and anewsletter distributed to sponsors of the youth, volunteers, and parents outlining programactivities and events.The Youth Network will send out news releases to High Point University media as wellas local media to raise awareness of the program to the media and to the local community. Thesenews releases will discuss the benefit concert as well as the Sponsor A Child program as part ofthe greater “Whose life will you change?” campaign.Finally, the Youth Network will maintain a strong presence on the social media sitesFacebook and Twitter, hoping to reach the college student target market more effectively. Aspart of this is an included schedule of postings. On Twitter, every Monday (giving insight intothe planned activities of the upcoming Saturday) and Saturday (provided a recap of thatSaturday’s happenings) a post will be uploaded. On Facebook, a status will be written everyMonday (offering a first hint about the upcoming Saturday), Wednesday (serving as a mid-weekreminder), Friday (giving a final reminder about Saturday’s programming), and Saturday(describing a recap).The budget will be kept low, with the only substantial costs from printing of brochuresand flyers. Much of the fundraising campaign will come from volunteers and students.Through the “Whose life will you change?” campaign, the Youth Network will be able toadvance its mission in the community, accept new and more children into the program andmaintain a strong reassurance of financial security. Its relationship with High Point Universityand its Student Life department will be invaluable to the Youth Network program through thesupport of a university body committed to the community. Whose life will you change?
3HistoryThe Guilford County Resource and Referral Center was started three years ago andoriginally specialized in mental health services. However, the privatization of mental healthservices in North Carolina led to the emergence of the provision of services only with diagnosis,resulting in the frequency of misdiagnosis. Thus, the center decided to change tracks and cut tieswith the state out of a concern for keeping the best interest of the children in mind. As stated byDr. Pamela Palmer, the mission of the center is to “support individuals, families, andcommunities by assisting them with enhancing their ability to overcome life challenges, benefitfrom opportunities, and maintain their quality of life.” Furthermore, the GCRRC vision is to“assist individuals, families, and communities with sustaining their quality of life, throughenrichment and empowerment.” As the Guilford County Resource and Referral Center websiteexpresses, the organization also “assists with planning and preparing for personal, family andprofessional opportunities” and “shows individuals how, to acquire information, educational andfinancial resources, to maintain their quality of life.” The latter facts demonstrate that the centerprovides a wide array of services, touching on a number of issues and challenges that people inthe community encounter. GCRRC supports different programs, including Sisters HelpingSisters, Capacity Builders, Case Management Services, Comprehensive Clinical Assessment,Outpatient Therapy Services, Resource and Referral Services, and Youth Network.Program AnalysisConsidering that the client has requested our help with the development of the YouthNetwork program, our team will focus discussions of the basic information about this specificprogram. The Youth Network was recently introduced as part of the center last June,specializing in “helping Pre-K through 12thgrade grow and develop a strong sense of self, andhelping children achieve self-confidence, high self-esteem, and self-motivation.” However, asDr. Palmer pointed out, the Youth Network is currently serving only African American boys inKindergarten through 2ndgrade. In relation to the fact that only boys participate in the program,Situation Analysis
4Dr. Palmer explained that this was a decision made due to the fact that, at this point in time, theprogram cannot accommodate all possible participants and the need in the community.Therefore, it was determined to begin the program with boys and, in the future as it continues togrow and develop, girls as well as older children will be included. On the other hand, sheemphasized that children from any socioeconomic level are welcomed in the Youth Network andpointed out that the majority of the 10 boys who are signed up this term live in High Point. Tonote, the Youth Network offers 10 sessions on Saturday every term, which runs on the AcademicCalendar of High Point University in accordance with the Fall and Spring semester.In relation to the mission and vision of the Youth Network, the program operates on theidea of providing opportunities for the enrichment of the children. Dr. Palmer focused heavilyon this idea, affirming that the Youth Network is not founded on the idea of being a tutorialdriven program but instead on the latter. The network has identified a variety of issuesapplicable to what many children are facing in the community, including “limited engagementoutside their home, neighborhood, and the greater community, negative peer interactions,struggle academically, unhealthy attitude, foster bad life choices, little to no family support,narrow perspective on personal and career plans.” The Guildford County Resource and ReferralCenter, together with the Youth Network, provides a structured response to address the latterissues, incorporating a pyramid of aims to be achieved relating to family (“connect families tocommunity resources”), mental (“improve your outlook on life”), socialization (“promotepositive peer interactions”), education (“influence academic success”), work ethic (“develop apersonal and career plan”), nutrition and health recreation and fitness (“make positive lifestylechoices”), and spirituality (“encourage a positive and hopeful attitude”). More specifically, theYouth Network incorporates “four areas of enrichment” into its programming. That is,Inspiration Nation (“engages youth with a speaker to inspire and motivate students whileencouraging leadership qualities”), Self-Discovery Zone (“encourages thinking about the futureand works on developing career goals and social skills”), Power Hour (“focuses on cognitive andphysical development of youth and emphasizes mental stimulation and fitness and health”), andPeer Connect (“promotes open discussion of different parts of life in order to strengthen self-esteem and establish self-concept”). This term the Youth Network has specifically incorporatedthe teaching of LEADERSHIP into its programming and every Saturday the children receiveinstruction focusing on a different word beginning with each letter of the word “leadership.”
5To conclude this section outlining the program analysis, the Youth Network inconjunction with the Guilford Country Resource and Referral Center is a volunteer-drivenorganization, striving to address a need and make a difference in the community based on a non-profit platform (relating to the fact that collecting revenue is a necessity to sustain the center butextending assistance is the foremost priority). Its sponsors include businesses and organizationssuch as Food Lion, Guilford Nonprofit Consortium, JobsNow, and North Carolina JobLinkCareer Center. Additionally on its website, GCRRC summarizes three ways to donate, rangingfrom honorary donations for a person or celebration to general monthly giving to sending in adonation form by mail.CompetitorsIn terms of the competitors of GCRRC, Dr. Palmer described that she does not view thecenter’s competition as a problem. In contrast, she expressed appreciation for the involvement ofother organizations’ involvement in the community, working in conjunction with GCRRC toprovide an effective response to a need that is overwhelmingly great. Dr. Palmer went on to saythat the structure of the center is different from competitors. That is, the competitors addresssome of the same needs as the center, and namely the Youth Network, but do so by means of adifferent facet. She emphasized the idea that in the realm of non-profit competitors present lessof a threat than for organizations whose main premise is making a profit, considering that themain objective of all of the organizations is with the good intentions of serving the best interestand wellness of the kids.However, for the purpose of the situation analysis, we will provide some key informationabout the GCRRC Youth Network’s competitors, namely the Boys and Girls Club, the YMCA,and Big Brothers Big Sisters in the High Point community (due to the fact that the majority ofthe current participants of the Youth Network are from High Point), as well as some industrytrends as exhibited by patterns in their goals and objectives. Additional competitors includeYouth Unlimited (“Giving Kids a Second Chance”) and Children’s Advocacy Center of NorthCarolina (“Facing Child Abuse Together”). We have researched the main competitors by pullingthe following information from their website pages.
6Boys and Girls ClubWith the slogan “Great Futures Start Here,” the Boys and Girls Club states its mission as“to inspire and enable all young people, especially those from disadvantaged circumstances, torealize their full potential as productive, responsible and caring citizens” and its core beliefs as “asafe place to learn and grow, ongoing relationships with caring adult professionals, life-enhancing programs, character development experiences, hope and opportunity.” Its programsinclude education and career development, health and life skills, character and leadershipdevelopment, the arts, sports, fitness, and recreation. The Boys and Girls Club is sponsored bymainly state and mainstream organizations, such as the Boys and Girls Club of America and theNorth Carolina Alliance, City of Asheboro North Carolina, Randolph County Government, andthe United Way of Greater High Point and Randolph County. Although the Boys and Girls Clubdoes not provide specific information about donating or fundraising, it does advocate for anyonewith the means to contribute financially to the organization to do so.YMCAAs stated on its website, the YMCA’s tagline is “We Build Strong Kids, Strong Families,Strong Communities” and its mission is “to put Christian Principles into practice throughprograms that build healthy spirit, mind, and body for all.” The YMCA strives to foster thedevelopment of four character traits, including caring, respect, responsibility, and honesty, in itsparticipants. Its activities are divided between camping, childcare, leadership training, sports,special populations, big brothers, and many others. The YMCA does not list their partners orsponsors and simply states that it channels two main forms of contribution from the localcommunity, Friends of Youth (“which allows the organization to reach out to children in need”)and Endowment Fund (which “provides for long term financial stability and support”).Big Brothers Big SistersBig Brothers Big Sisters can also be identified as a competitor of the Youth Network. Itdefines its mission as to “provide children facing adversity with strong and enduring,professionally supported one-to-one relationships that change their lives for the better, forever.”The organization prides itself on accountability and expresses that by “partnering withparents/guardians, volunteers and others in the community we are accountable for each child in
7our program achieving: higher aspirations, greater confidence, and better relationships,avoidance of risky behaviors, educational success.” Big Brothers Big Sisters offers itsvolunteers the chance to be a community based big or a site based big. Furthermore, BigBrothers Big Sisters hosts numerous fundraisers in support of its initiatives, including a BigBash, Bowl for Kids’ Sake, Tennis Tournament, and Caring for Kids. It has multiple communitypartners, including Barberitos, Buffalo Wild Wings, Carter Brothers, Chick-Fil-A, FirehouseSubs, Ham’s Restaurant, McAlisters, and Tex & Shirley’s.To conclude, although the latter non-profit organizations including GCRRC and YouthNetwork can be differentiated based on the identification of their separate partners and sponsors,they exhibit like industry trends. That is, they share similar mission statements and core beliefsas part of a common aspiration to serve the children of the community, to better their lives, andto do so unselfishly only with the help given to the children in mind. The organizations can beidentified as being volunteer driven, reinforcing key areas of living a productive, meaningful,enriching, and positive life relating to socialization (with friends and family), education, health,and fitness in the future. They invest their time, resources, and efforts into bolstering theirprograms, recruiting volunteers, fostering partnerships and sponsorships, as well as collectingdonations and hosting fundraisers to evoke the most widespread change possible. It can begeneralized that the non-profit organizations are supported by the connection they have withtheir volunteers, partners, and sponsors, permitting for the optimization of the reach andconsistency of the programs. It is with the well-rounded and multi-dimensional execution of thelatter trends that all of the organizations can successfully meet their goals out of a concern for theimprovement of the community and the greater good of the future of the children.Audience, Public Opinion, and Stakeholder AnalysisSeveral target audiences are relevant for the Youth Network:-Families with young boys (not previously engaged in sports?)(Participants)-High Point University clubs and organizations(Volunteers/Sponsors/Donors/Influencers)
8-Christ United Methodist Church members and groups(Volunteers/Sponsors/Donors/Influencers)-Community businesses(Sponsors/Partners/Donors/Influencers)-Other non-profit organizations (other churches, youth organizations, charityorganizations)(Volunteers/Sponsors/Partners)-Media(Influencers)Primary audiences include participants of the Youth Network and volunteers/laborers.Secondary audiences for the Youth Network consist of the donors as well as business partnersand sponsors who are collaborating with and contributing financially to the program, but are nota primary target for the Guilford County Resource and Referral Center and the Youth Network.As the gatekeepers, so to speak, the media form the majority of the key influencers of publicopinion.SWOT AnalysisStrengths:1. The Youth Network is backed by the Guilford County Resource and Referral Center,which is aiding to fund the program.2. There is already a favorable amount of interest in the program in its inaugural year.3. The program has obtained a house, which was donated for use as a facility for theprogram.4. The program promotes confidence and self-esteem in the children, which is beneficial tothe overall functioning of the community.
9Weaknesses:1. Limited space in the house available for participants.2. Only available to boys K-2ndgrade.3. Limited funds.4. Not very well known, lack of publicity, and underdeveloped website and social mediaoutlets.Opportunities:1. The illiteracy rate is extremely high in High Point and so there is a greater cause andpotential for collaboration with the English Department at HPU.2. The need for the program is great and will most likely not diminish in the future.3. Assistance from the HPU Interior Design department to make the house and decorappealing as well as the content inside interesting.4. Opportunities for sponsors to get involved by providing field trips, lunches, funding,volunteers, etc.5. Open the program up to 3rd-12thgrade boys and girls K-12.Threats:1. Logistically, the location is limited in size, making growth in the future a challenge.2. Parent involvement is mandatory and some might not have the means to providetransportation and rides for their child to and from the house.3. Other activities competing for the same free time of the children, such as sports, boyscouts, etc.4. Other non-profit organizations (Big Brother Big Sisters, YMCA, Boys and Girls Club,etc.) competing for volunteers (especially in regard to High Point University studentvolunteers).
10The Youth Network is a relatively new program that has explored a few differentcommunication practices. It has already gained the attention of the local news media as seen in arecent clip on WFMY-News2. In addition, the program has formed a partnership with HighPoint University and the English department. Furthermore, the program has a website peoplecan visit for further information and, similarly, the Guilford County Resource and ReferralCenter has a Facebook page. However, there is only 1 Facebook like on this page, leaving roomfor improvement.Due to the issues the Youth Network currently faces, there are many opportunities tocounteract such challenges and to expand the program’s publicity and communication practices.Such approaches include writing press releases and assembling media kits on behalf of theGCRRC and the Youth Network for local media outlets to cover possible fundraisers and eventsas well as improving the programs social media platform (Facebook, Twitter, YouTube) inconjunction. Further initiatives could include the creation of a logo and the optimization of boththe GCRRC website as well as the Youth Network page. Additionally, the development anddistribution of a survey would provide insight into people’s opinions and views of the center,allowing for effective communication with audiences as well as the garnering of more volunteersand overall greater support. Lastly, formulating and sustaining relationships with HPU studentsas well as further cultivating potential sponsorships and partnerships would benefit the YouthNetwork, bolstering the continued success of the program in the future.
11Research QuestionsThe research question that will be examined is “What is the most effective method (s) bywhich to bolster fundraising by means of HPU club and organization sponsorships?” Thisresearch question was chosen based on the emphasis the client put on raising funds in support ofthe Youth Network and targeting HPU students to do so. Although Dr. Palmer expressedconcern for attracting the donations of community businesses as well, she suggested for thecampaign at large to concentrate on recruiting the partnerships of HPU students, based on theclose proximity and connection of High Point University to the program. In the past, the YouthNetwork has invested very few resources and efforts in doing so. During the fall of 2011, theprogram organized the sponsorships of kids for them to participate the following year and, withthe launch of the Youth Network in June 2012, $3,000 was applied toward the sponsorship of 8kids. Consequently, taking the client input and our research into account, our team addressed aneed to design our campaign around fundraising.Research Analysis OverviewFor this campaign, the primary research method consisted of the distribution of surveys toHPU students. The survey is comprised of a variety of questions, ranging from specific onesinquiring about students’ involvement in clubs and organizations, the volunteer projects theyparticipate in, their motivation for volunteering and donating to non-profit organizations, theirawareness of the Guilford County Resource and Referral Center and the Youth Network, andgeneral ones outlining basic information about them (year in school, sex, age, ethnicity). Twentysurveys were distributed, the data was collected, and an analysis of the results was conducted,which will be discussed in greater detail later on in the paper. To note, our team will focus moreso on the questions dealing with fundraising than with volunteering when formulating thecampaign. However, the data for both set of questions will be compiled for the purpose of thisresearch report.In relation to the research question, secondary research outlining such points as non-profit organizations’ branding, the most effective marketing strategies to be enacted by non-Research
12profits, and the role of PR in doing so must be established as well. By discussing the latteraspects, the analysis of the research question will be supported by not only the primary researchgarnered by the distribution of the survey but also by the findings of past studies and non-profitorganizations’ initiatives. The efforts of the Youth Network’s competitors, namely Big BrothersBig Sisters, Boys & Girls Club, and YMCA, will be examined, all of which to allow for thegreater understanding of the answer to the research question. That is, the most effective methodby which to bolster the fundraising by HPU sponsored clubs and organizations.Youth Network LogoGenerally speaking, the success that a non-profit organization such as the Youth Networkexperiences with fundraising is tied to the creation of a solidified brand and identity. An integralpart of doing so is founded on the formulation of a logo that can be applied to the distribution ofvarious materials as part of outreach platforms (Waters, 2011). Although a logo yields greatimportance in permitting for the easy recognition of a non-profit by the audience, it must beconstructed with a specific purpose and guiding direction in mind (Waters, 2011). By ensuringthat the “organizational identity” is “driven by the guiding mission and vision of theorganization,” the perceptions that the public holds can be influenced, offering some control overthe manner in which people view the non-profit (Waters, 2011). Therefore, the logo provides aform of consistency for a non-profit organization to communicate its goals and objectives(Waters, 2011). Considering that a “brand gets narrowed down to what’s the logo, what’s thestrap line,” the creation of a logo must not be overlooked by non-profit organizations (Stride,2007). The logo forms the basis of the “visual identity” but must be carefully thought through inorder to ensure that it supports the overall essence of the non-profit organization and thecommunication of such ideas to the audience (Stride, 2007).Such information provides concrete evidence for our decision to design a logo on behalfof the Youth Network. Currently, the Youth Network does not have a logo and, as a result, theprogram will be aided with the implementation of one. A logo will bring the vision and missionof the Youth Network full circle, causing people to associate it with the program when seeing itand sparking positive connotations and perceptions based on it. The logo will translate into theYouth Network’s platform focused on kids, as can be gathered from the bright hues of colorfulhandprints. It is planned for the logo to be placed on all materials the Youth Network distributes,
13tying all of them together cohesively and comprehensively as part of an effort to solidify thebrand.Cause-Related MarketingFurthermore, to address the research question of fundraising, the identification of generalmarketing strategies must be incorporated into the analysis. The work of non-profitorganizations in this regard most prominently can be defined as cause-related marketing (Nelson,2009). That is, “doing good with advertising: building awareness, branding, and generatingrevenue for social causes” (Nelson, 2009). More specifically, cause-related marketing isgrounded in a “help-self + help-others message,” warranting the development of “a partnershipof a corporation and a non-profit organization” that ultimately results in a “win-win situation” forboth parties involved (Nelson, 2009).Although cause-related marketing may fall under a specific category, the basis of theaction yields great significance in the recognition of the most effective strategies by which tobolster the fundraising of a non-profit organization. That is, the process by which to do so comesdown to a key concept of promotion as described by “to attract donors, non-profit firms not onlyconvey the value of their efforts, but also describe the benefits of giving itself” (Stater, 2009).To spark a desire for people to donate to a non-profit, the organization must translate the “needfor its services” in its messaging to convey “a sense of trustworthiness and legitimacy” (Stater,2009). By striving to achieve the latter strategies founded on the communication of value,benefits, and need, non-profit organizations are able to increase the probability of the likelihoodof its fundraising success (Stater, 2009). Ultimately, as the resource dependency theory states,“non-profit organization’s marketing strategies are shaped by its reliance on donor versus clientrevenue,” referring to the necessity of fundraising in support of the advocacy of the cause atstake (Stater, 2009).To execute the advocacy of the cause, non-profit organizations must adopt traditional PRtactics and approaches in addition to ensuring the solidification of its brand and identity bymeans of a logo as well as the consideration of marketing strategies. Thus, a non-profitorganization must build a portfolio of materials to be distributed in order to inform the public of“what the organization is and what it does” because without basing a campaign on this idea the
14public simply “does not donate money” (Dyer, 2002). The latter public relations platform isgenerally comprised of various materials each accompanied with a “central message” in mind(Dyer, 2002). A “method of choice” for many non-profit organizations is the news release,allowing for the extension of reach to a plethora of media outlets, ranging from print to televisionto radio (Dyer, 2002). Furthermore, news releases not only serve as an effective method bywhich to communicate with the media but also to do so directly with “potential donors,influencers, partners, and other stakeholders” (Dyer, 2002). News releases serve as vehicles ofinformation can be received quickly, making for a convenient way by which to sparkconversation and action with little turnaround time (Dyer, 2002). Serving as central hubs ofinformation, news releases are formatted in a way which not only can describe extensive detailedinformation but also can streamline applications such as links for making donations or visitingthe organization’s Web site (Dyer, 2002). Thus, the formulation of collateral materials, namelyreleases of any sort (news, radio, video), presents numerous advantages and benefits for a non-profit organization to accomplish its overriding need or priority. With this being said, as part ofthe development of the campaign specifically related to fundraising, our group plans to take thelatter into consideration with the execution of such materials.Ultimately, by creating such materials and affording for the systematic delivery of thenon-profit’s key messaging, a “broad based communication strategy” can be enacted, leading tothe emergence of “general community awareness” which has been “seen to be a key to success”in reaching out to target publics (Dyer, 2002). However, the selection of the target publics yieldsitself as “a key concept in public relations” (Dyer, 2002). By “identifying stakeholders of anorganization and addressing the specific communication needs of those stakeholders,” it isdesired for the segmentation of the public “into its diverse components so each component maybecome a separate public to be targeted for special messages” (Dyer, 2002).This concept warrants great relevance in the development of a campaign for the YouthNetwork based on the research question examining the most effective method by which tobolster fundraising for the program. In this case, the target publics are divided between HPUstudents and local businesses. Both audiences have been chosen based on the client’s preferenceof reaching out to them. However, each entity will have the means to benefit the Youth Networkin distinct ways. It can be assumed that the potential sponsorships formed with community
15businesses, namely grocery stores due to their connection with the proposed healthy livingpremise of the campaign, will gross greater funds than the partnerships formed with HPUstudents and the clubs and organizations they are a part of. Nevertheless, the fundraisingcontributions garnered by both publics will offer great benefits to the functioning of the YouthNetwork and the foremost objective of the client to boost its efforts in this regard.Primary Research – HPU Student SurveyWe learned several important bits of information about High Point University students.First, all of the students we interviewed are part of an organization such as Greek life, academicorganizations, or religious organizations. Perhaps more importantly, 16 of 19 students whoanswered the question “On a scale of 1-10 how interested is your club in fundraising a local non-profit,” rated their club’s desire to fundraise for a non-profit at a level of 8-10. Eight of thosestudents answered that their organization has the highest level of interest in non-profitfundraising.Some of the events that interviewees suggested would be most effective for fundraisinginclude big events, restaurant sponsors, bake sales, and dorm storming. Of course, many of thesewould only be effective with a campus club or organization heading up the project. The studentsalso said they would be most likely to participate in a concert, a sporting event, speaker, andluncheon/dinner, in that order. 14 of 20 people said they would participate in a benefit concert.Clubs and organizations indubitably have greater power and financial resources thanindividuals, which suggests that the Youth Network should target organizations to assist theprogram with sponsoring children, providing lunches and general funding. In the same vein,only 4 out of the 20 interviewees rated their desire to donate to a non-profit at an 8-10 level, withmost rating their likeliness at a lower level. However, because of the strong interest inorganization fundraising, a better decision would be to target clubs and organizations and notindividuals.Another interesting statistic from the surveys is that 14 out of 19 interviewees said theywould sponsor a child, but most would be less likely to donate to a non-profit. Therefore,reaching out to High Point University students and asking them to participate in a specific
16opportunity offered by the Youth Network is the best way to get people invested and donating,rather than simply asking for donations.A difficult part of the campaign will be awareness. Only 3 out of 20 interviewees hadever heard of the Guilford County Resource and Referral Center and only two had heard of theYouth Network. Thus, to create an effective fundraising campaign, the first step should besecuring awareness for the organization, although publicizing an event like a charity concert willundoubtedly raise awareness for the organization.Students appear to want a visible, tangible benefit of their volunteering and financialdonation. So by sponsoring a child, they can meet the child, play an active role in his or her life,and see the results of the sponsoring. This seems to be a far more successful plan of attack thanjust asking college students to donate money and never really seeing where it goes orunderstanding the full effect of their generosity.In the survey, study participants were 60% females, 40% males, 30% of 17-19 year olds,70% of 20-22 year olds and 10% freshman, 35% sophomores, 20% juniors, and 35% seniors.All of the participants were Caucasians.Some limitations of the research include, first, the number of surveys is small.Distributing only 20 surveys makes it difficult to claim statistical significance with our data.Another limitation is that some people will inevitably answer questions differently than anotherinterviewee. Question interpretation can affect the reliability of our data. Similarly, with scalequestions, interviewee responses will more likely be varied because there is no hard and fastanswer.Nevertheless, the survey provided a substantial understanding by which we can drawupon a campaign and apply to the formation of our next report outlining goals andobjectives. That is, the survey (see Appendix I for details) will provide STRAT Solutions with astrong basis for understanding of the donating habits and tendencies of students and will betterhelp us target a campaign so that the Youth Network can thrive.
17Secondary ResearchBy researching other non-profit organizations similar to the Youth Network we can gaina better understanding of prospective fundraising activities for our client. The five annual eventsorganized by the Central Piedmont Big Brothers Big Sisters organization are a good startingpoint for potential events for the Youth Network.Big Brothers Big SistersBig Brothers Big Sisters is a well-known organization across the United States. Theorganization has a local chapter in our area titled Big Brothers Big Sisters of the CentralPiedmont (BBBSCP). One of the fundraisers the Central Piedmont chapter participates in togain donations is an annual bowling event called Bowl for Kids Sake. This event takes place at alocal bowling alley and all participants pay a fee in the form of a donation to bowl. There is adisk jockey and door prizes to make the event extra fun for children and adults. An additionalway this bowling event raises donations is through the auction of bowling pins hand decoratedby Bigs and Littles. Individual donors as well as local and national businesses sponsor thefundraiser. There are four different levels of sponsorship for the event: T-shirt Sponsor- $1000,Kid’s Team Sponsor- $375, Lane Sponsor- $250, Student Team Sponsor- $250. The Bowl forKids Sake fundraiser is just one of a couple main fundraisers the local Big Brothers Big Sisterschapter puts on annually (“Our events”).Another popular event for BBBS of the Central Piedmont is their annual tennistournament. This tournament is a three-day extravaganza held at the Oak Hollow Tennis Center.Every year this tournament brings in over 225 participants to the High Point area from all overNorth Carolina. Also included in the tournament is a silent auction, a kid’s carnival, and foodthe entire weekend for both tennis players and their guests. In 2012, Big Brothers Big Sisters ofthe Central Piedmont was able to gain sponsors for this tournament such as Domino’s Pizza,AT&T, Sheetz, BB&T, and Spider Digital (“Our events”).In addition to the two aforementioned events, Big Brothers Big Sisters of the CentralPiedmont has two more events, The Big Beach Bash and Caring for Kids. Both of these eventshelp to contribute towards the fundraising goals of the organization. Specifically, Caring forKids is an event intended to receive community donations and form new relationships with
18potential sponsors. Furthermore, Big Brothers Big Sisters is a United Way agency, which means30% of the annual budget for the Central Piedmont chapter is received from the United Way ofGreater High Point (“Our events”).YMCASimilarly, the YMCA is a non-profit organization whose goal is youth development,healthy living, and social responsibility. To get a strong idea of the fundraising that the Y doesto raise money to continue benefiting the community, we looked at campaign strategies that wereused by YMCA organizations around the country and globe. The following are some of thecampaigns and fundraising ideas that YMCAs have used to raise the millions of dollars theymake every year:-Marathon/runs-Swimathon-Camps-Businesses matching other fundraising-Through their website asking for donations and providing a summary of whatthey would use the donations for-Auction-Selling cookies, reusable shopping bags, flowers, etc.-Pancake breakfast-Dinner-Entertainment book-Businesses sponsoring children-CompetitionsMany Y fundraising opportunities come through partnerships with businesses andfoundations. Some of the fundraising campaigns have a theme and a clever title. Examples ofthemes that YMCAs have used are sports (everyone wears jerseys or comes supporting theirfavorite team), or Star Trek, where the organization focuses on a specific area that the campaignis trying to help, and with specific dollar amount goals (“Be involved”).
19Boys and Girls Club of AmericaLastly, the Boys and Girls Club of America uses a plethora of secondary sources for theirresearch. For example, they use the 2003 Annual Meaningful Time Check-Up on U.S. Children& Families which is a publication in junction with the National KidsDay and KidsPeace. It is anannual report that takes the results of a national survey looking at the time that parents actuallyspend with their children ensuring their safety and health. It takes into consideration theirnutritional information, medical care, emotional health, and educational success, the ways inwhich they interact with their children, and identifies the challenges and restrictions that parentshave. “Among the findings is the fact that more than half of parents (54 percent) said they hadeither no time, little time or wished they had more time to spend in physical activity with theirchildren” ("Proven results," 2004).They use many more resources including ones from the United States Government. TheWashington D.C. Federal Interagency Forum on Child and Family Statistics, U.S. GovernmentPrinting Office, reports released by Save the Children, The Urban Institute, Child Trends,American Youth Policy Forum, The President’s Advisory Commission on EducationalExcellence for Hispanic Americans, The Alliance for Youth, The Annie E. Casey Foundation,Pew Hispanic Center, National Crime Prevention Council, The National Institute on Out-of-School Time, Center for Research on Women, Wellesley College, National Center for Childrenin Poverty, National Indian Children’s Alliance, National Indian Child Welfare Association,Casey Family Programs, Office of Juvenile Justice and Delinquency Prevention, U.S.Department of Justice, and the College Board to name a few ("Boys and girls," 2012).The Boys and Girls Clubs of America website contains many helpful resources on theirfacts and figures page. They would be beneficial for any struggling parent and provide tips forhow to manage time better, how to help with your child’s homework, help in planning forcollege, encourage reading, promote healthy smiles, and a parents’ guide to gangs. Thisinformation is available in English and in Spanish since 23% of participants are Hispanic ("Boysand girls").
20Reference ListBe involved. Retrieved from http://ymca.net/be-involved.Boys and girls clubs of America: Career opportunities. (2012, December 21). Retrieved fromhttps://re12.ultipro.com/BOY1000/JobBoard/JobDetails.aspx?__ID=*EA88B04B00210214.Boys and girls clubs of America: Facts and figures. (n.d.). Retrieved fromhttp://bgca.org/whoweare/Pages/FactsFigures.aspx.Dyer, S., Buell, T., Harrison, M., & Weber, S. (2002). Managing public relations in nonprofitorganizations. Public Relations Quarterly, 47(4), 13-17.Nelson, M. R., & Vilela, A. M. (2009). "Doing good” with advertising: Building awareness,branding, and generating revenue for social causes and non-profit organizations.American Academy of Advertising Conference Proceedings, 32-35.Our events. Retrieved from http://www.bbbscp.org/Our_Events.html.Proven results: A compendium of program evaluations from boys & girls clubs of America.(2004, March). Retrieved fromhttp://oms.bgca.net/Content/ProvenResultsEvaluationCompendium.pdf.Stater, K. (2009). The impact of revenue sources on marketing behavior: Examining webpromotion and place-marketing in nonprofit organizations. Journal of Nonprofit & PublicSector Marketing, 21(2), 202-224.
21Stride, H., & Lee, S. (2007). No logo? No way. Branding in the non-profit sector. Journal OfMarketing Management, 23(1/2), 107-122.Waters, R. D., & Jones, P. M. (2011). Using video to build an organizations identity and brand:A content analysis of nonprofit organizations YouTube videos. Journal of Nonprofit &Public Sector Marketing, 23(3), 248-268.
22OverviewThe Youth Network is a rudimentary program. As a result, its parent organization, theGuilford County Resource and Referral Center, is attempting to widen its notoriety andrecognition by creating a communication campaign targeted at gaining awareness and fundingfor its various activities and events.The organization has adequate volunteers, leaving their main concern to fundraising andawareness. The general cost of the Youth Networks program, intended at educating andassisting in the growth of youth, is $550. The fundraising would subsidize the fees associatedwith the organization of the program. The fees are applied toward any costs associated with theonce-a-week program on Saturday including snacks and drinks, activity supplies, utilities, andother additions that accumulate from use. Fundraising would also come in the form ofsponsoring lunch for the kids for a week, approximately $50.Campaign Communication GoalThe overall communication goal for the campaign is to improve fundraising and acquirethe sponsorships of clubs and organizations by raising awareness in an effort to double theamount that was collected in 2011 ($3,000) to $6,000 by December 31, 2013.Of the 20 people that were surveyed every respondent belonged to at least one club ororganization on campus and many belonged to more than one. A majority of the respondents,50%, belong to a Greek organization. Because so many students on High Point University’scampus are members of Greek life, we believe the best way to acquire sponsorships for thechildren in the Youth Network is by going to the different Greek organizations on campus andasking for financial support. We believe that these organizations would be willing to sponsorchildren of the Youth Network because of the philanthropic nature of Greek life. The groupssponsoring a child would receive a letter, card, photograph, or something tangible, in order forthe Youth Network to express their gratitude and recognition of the impact these groups areGoals and Objectives
23making. The surveys also showed an abundance of involvement in academic organizations aswell as community organizations, which we will look to acquire sponsorships through as well.Although the surveys showed interest in clubs and organizations donating money to non-profitorganizations, individuals were genuinely disinterested in donating their own money.We plan to advertise our large concert event to raise money for the Youth Network byutilizing the Campus Concierge and SGA service. According to our research, word of mouthand campus email are two of the largest mediums students use to learn about the organizationsthey are involved with. In the fall, the Youth Network will host a concert for the students ofHigh Point University. By using the Campus Concierge and SGA to email the students, it willcreate a reason for students to talk to their friends about the event and create word of mouthadvertising of the concert. It is through these techniques that we will create awareness of theYouth Network and through awareness we will receive an increase of financial support.Our research showed that word of mouth was the most recognized medium when itcomes to how individuals heard about the organizations they are involved in. Following campusemail was social media. Because our research shows that people learn about the organizationsthey are involved with through social media as well, it is our recommendation that the YouthNetwork utilize social media avenues such as Facebook and Twitter to gain awareness, informpotential future sponsors, and ultimately increase participation in the program. Our surveyshowed that 85% of students are not aware of the Guilford County Resource and Referral Center.Even less are aware of the Youth Network at 90%. By utilizing social media to their maximumpotential, the Youth Network can increase awareness by a significant amount.Campaign Communication Action Oriented ObjectivesAccording to the research collected by STRAT Solutions, 80% of survey respondentssaid that their clubs or organizations would be very interested in providing fundraising for a localnon-profit organization. Because the interest level is so high, we know that seeking sponsorshipsfor each participant in the Youth Network program is a feasible task to pursue. As far as fundingthe remaining costs of the program (activity supplies, utilities, etc.), our research shows that 70%of students would participate in a concert if one were to be offered, over other events, to
24subsidize such fees. More students would suggest one big event rather than dorm storming orother forms of fundraising.The action oriented objectives of the campaign are as follows:-Create a Sponsor A Child program and get 10 student clubs or organizations atHigh Point University to financially support 10 children to attend the YouthNetwork by the end of December 31, 2013 (to be introduced and have informationdistributed as soon as school starts, more specifically, in accordance with theActivities Fair around August 19th).- Organize an annual fall benefit concert for the Youth Network to raiseawareness among the campus population and foster donations to the YouthNetwork with the goal of raising $500 by October 2013.-Create additional levels of sponsorship opportunities for the Youth Network tomeet or exceed our total fundraising goal of $6,000 by December 31, 2013 (whichwill be discussed in greater detail in the measurable objectives section).- Appoint a High Point University student or two to serve as the liaisons betweenthe Youth Network and High Point University clubs and organizations by servingas points of contact for the reference of both parties involved in the campaign(perhaps could be named Youth Network Ambassadors).Campaign Communication Measurable ObjectivesThe measurable objectives associated with the campaign in response to the problem andopportunity of fundraising as stated by the research question consists of three components. Thatis, outputs (incorporating message production, message distribution, and target date), outcomes(outlining identification of target public, specification of desired effect, and establishment oftarget date), and business results (defined in this case as the effect on the connection of the YouthNetwork with the Guilford County Resource and Referral Center). Generally speaking, themeasurable objectives revolve around the preparation and implementation period of thecampaign. As previously stated, the two main initiatives of the campaign include theorganization of a concert and the development of a Sponsor a Child program.
25OutputsIn terms of the timeline of the campaign, STRAT Solutions has allotted the period ofMay-August 2013 for the preparation of the implementation of the campaign from August-December 2013. Our team has recognized that HPU clubs and organizations are less likely to beengaged with the Youth Network during the summer months, due to the fact students are lessfrequently engaged with their emails and are less connected with one another. On the otherhand, this period of time will be utilized to begin the development of relationships with themedia and the completion of such steps as the building of media lists, as structured by the outputcomponents of the measurable objectives. The media lists will be comprised of print, radio, andtelevision outlets in the Triad area. However, those centered in the city of High Point will befocused upon due to the fact that the Youth Network is located in High Point. The preparationperiod leading into the implementation of the campaign will ensure that the effects and results ofthe steps taken are maximized on a widespread basis, bringing optimum notoriety and exposurein the name of the best interest of the Youth Network. Furthermore, throughout the duration ofthe implementation, the impressions of the media coverage garnered will be recorded andassembled into monthly reports for the internal purpose of the Youth Network to further analyzethe effectiveness of the campaign reach.OutcomesIn terms of outcomes, the target public of the campaign is HPU students, including theclubs and organizations they are involved in as well. As suggested by the client, HPU studentswill form the bulk of the target audience of the campaign and efforts by which to attract theirfundraising will be executed by means of the channel of clubs and organizations they participatein. Therefore, although students represent the target public, their affiliations with HPU groupspresent the vehicle by which to communicate with them. Similarly, according to the primaryresearch our team conducted, the most effective method by which to garner the most funds restson the transmission of messages not to individual students but to their clubs and organizations ingeneral.It is planned for a list of HPU clubs and organizations to be organized and frequentcommunication with them to be maintained through emails, social media sites, and the Youth
26Network website. To note, it is planned for a schedule of Facebook statuses and Twitter posts tobe introduced into the campaign. On Twitter, every Monday (giving insight into the plannedactivities of the upcoming Saturday) and Saturday (provided a recap of that Saturday’shappenings) a post will be uploaded. On Facebook, a status will be written every Monday(offering a first hint about the upcoming Saturday), Wednesday (serving as a mid-weekreminder), Friday (giving a final reminder about Saturday’s programming), and Saturday(describing a recap). More specifically, by remaining active on the sites, we would like to seethe achievement of the following social media site numbers and statistics. By the end ofSeptember, 25 likes and 10 followers on Facebook and Twitter, by the end of October, 50 likesand 25 followers on Facebook and Twitter, by the end of November, 75 likes and 30 followerson Facebook and Twitter, and by the end of December, 100 likes and 50 followers on Facebookand Twitter respectively. The likes attempted to be gained are greater than the number offollowers simply based on the fact that Facebook tends to receive greater traffic, especially bythe target audience of college students.Additionally, it is planned for the design of the website to be improved upon to make itmore appealing, user friendly, and appealing, calling for the inclusion of pictures of theparticipants and various program activities, bright colors, and links to social media as part of afun and kid friendly theme. Currently, the Youth Network has its own page on the GuilfordCounty Resource and Referral Center site and features a link to Facebook. However, the linkconnects to the Facebook page of Capacity Builders, an obvious problem that must be rectified.To note, the website designer “A Creative Winning Look” is cited at the bottom of the YouthNetwork page and, thus, their services may or may not have to be taken into consideration as partof the website redesign, as directed by the client. Having no knowledge of the visitor traffic tothe Youth Network page, STRAT Solutions decided to focus on the design, layout, and structureas opposed to the analytics associated with the people visiting the site. It is projected once theYouth Network is more firmly established and well known in the High Point community it willbe more sensible to collect such data.The desired effect relates to the concept of provoking the development of sponsorshipsbetween HPU clubs and organizations and the Youth Network through greater awareness as wellas motivating them to invest their time and resources in the program. The latter can be defined
27as falling under the umbrella of both awareness and behavior objectives, considering that it restson a platform of exposing students to the program and sparking action by means of the concertand Sponsor a Child program. It is aimed, as our overall goal states, to bolster the fundraisingacquired by the Youth Network in order to subsidize fees associated with the program andparticipants. More specifically, as part of the proposed Sponsor a Child program, HPU clubs andorganizations will have the option to offer fundraising assistance by contributing to threedifferent levels of assistance. That is, $550 for the sponsorship of one child (given one timeduring campaign), $200 for program sponsorship (available for multiple provisions of such), and$50 for the sponsorship of a child’s lunch (also available for more than one offering throughoutthe campaign). By dividing up the possibilities of donations, clubs and organizations will havethe opportunity to determine the most suitable approach for them to help, according to suchfactors as the number of members in their groups, their resources, and overall capacities to raiseand give money. Regardless of the amount they give to the Youth Network, the desired effect ofthe campaign, which is to develop awareness and in turn double the amount that was collected in2011 ($3,000) to $6,000 by December 31, 2013, will be supported by the creation of HPUsponsorships.Business ResultsIn terms of the business results that fall under the umbrella of measurable objectives, it isallotted for progress reports to be completed on a monthly basis pinpointing the fundraisingamount collected. The progress reports will be posted on the Youth Network’s website and, inaddition, the information will be released to the media, allowing them to continue to be informedand to share such knowledge with the public. It is desired for the fundraising collected by theYouth Network to increasingly rise throughout the period of the campaign implementation,August-December 2013. Furthermore, it would be beneficial for the monthly progress reports tobe posted on the main Guilford County Resource and Referral Center website page, providingfor the affirmation of the connection between the Youth Network and the GCRRC.By linking the foreseen success of the Youth Network back to GCRRC, both thereputation of the program and the center can be solidified and boosted, offering advantages forboth entities involved. Ultimately, the link between the Youth Network and the Guilford CountyResource and Referral Center, as promoted by the implementation of the campaign, will bring
28about measurable and action oriented results related to the specified goal of raising awarenessand boosting fundraising.
29Target AudienceIn terms of the target audience, of the 20 HPU students that were surveyed everyrespondent belonged to at least one club or organization on campus and many belonged to morethan one. A majority of the respondents, 50%, belong to a Greek organization. Because somany students on High Point University’s campus are members of Greek life, we believe the bestway to acquire sponsorships for the children in the Youth Network is by going to the differentGreek organizations on campus and asking for financial support. The surveys also showed anabundance of involvement in academic organizations as well as community organizations, whichwe will look to acquire sponsorships through as well.Logo, Slogan, ThemeAn integral part of our Youth Network campaign design was the creation of a logo aswell as a slogan for the Youth Network. The logo (see Appendix II for details) is a pair ofhelping hands in purple and yellow. We chose the helping hands because the Youth Network isa non-profit organization, which helps to foster learning and the enrichment of young children.Furthermore, we chose the colors yellow and purple because they are fun, vibrant, and kid-friendly.In addition to creating a logo, we formed a slogan for the Youth Network as well. Theslogan is “Fueling a Better Future.” We decided to go with this slogan because it is the missionof the Youth Network to help children grow and develop. This slogan accurately depicts themessage Youth Network is trying to send out to their audiences.The overall theme for our campaign is fostered around the idea of funding youthdevelopment. We merged our main goal of fundraising with the program’s main goal, youthdevelopment, and formed this core theme for the basis of our campaign. Overall, the themeembodies the heart of what we are trying to achieve, which is, raising funds to benefit thedevelopment of children in the city of High Point. Additionally, to help us with our campaign,Messages and Audiences
30we created a slogan for it. The slogan is “Whose life will you change?” As stated earlier, ourprimary audience for this campaign is High Point University students. We believe this sloganwill resonate with the students because of its strong message and impact. The students at HighPoint University are very involved both on campus and in the local community and want to makea difference. The slogan also features a sort of call to action, challenging the students to comeforth and help for the greater good of our community.Audience Segmentation and Message DevelopmentFor the purpose of the development of messages, the target audience will be segmentedinto Greek, academic, community, religious, sports, and theatre organizations. For each of thesegmentations, an overview of the verbal messages to be conveyed will be described. Eachmessage platform will consist of a boilerplate of basic information about the Sponsor A ChildProgram and Youth Network (included below) and will include additional messages specificallyin accordance with each segmentation. Also, there will be a call to action with links to the YouthNetwork website and social media sites. Therefore, in terms of the primary correspondence byemail, the messaging will follow a similar format but will appeal to the benefits of either Greek,academic, community, religious, sports, and theatre organizations. The following outlines theoverall copy platform and supporting points as well as snapshots of the actual emails.-Sponsor A Child Boiler Plate:Sponsor A Child is a fundraising program of the Youth Network, aiming toprovide HPU clubs and organizations with various means by which to make acontribution. Sponsor A Child is divided between three levels, including $550 forthe sponsorship of one child, $200 for program sponsorship, and $50 for thesponsorship of a child’s lunch. Sponsor A Child fosters the creation of positiverelationships between the youth and HPU students, creating a meaningfulexperience for everyone involved.
31-Youth Network Boiler Plate:Founded in 2012, the Youth Network is a local community program dedicated toenriching the lives of children in the High Point area and promoting their self-development. It works to make a lasting difference in the betterment of thecommunity through the positive influence of its youth. Helping those in Pre-Kthrough 12thgrade, the program aims to instill a high level of self-confidence,self-esteem, and self-motivation in its participants. The Youth Networkwelcomes children from all backgrounds and socioeconomic levels. For moreinformation, visit the Youth Network website athttp://www.tgcrrc.org/youthnetwork.html.Greek Organizations (see Appendix III for details)For the audience segment of Greek organizations on campus, it is important to stress thephilanthropic side of the Youth Network. Since Greek organizations on campus already do somuch for the community, we need to make donating to the Youth Network through the SponsorA Child program seem doable for these organizations. By breaking down the amount requiredper chapter down to the amount it would cost each member (approximately $3 per sororitymember and $7 per fraternity member), it seems more accessible to sponsor a child thenpresenting the organizations with the large $550 price tag. Other than showing them the price ofsponsoring a child, providing the organizations with the information of the individual child theywill be providing a service to would add an emotional connection with the two organizations.Academic Organizations (see Appendix IV for details)For the audience segment of academic organizations, it is integral to involve HPUprofessors and advisors in the process of recruiting students. Thus, emails will be sent out to thedepartment heads of each major, who will be asked to forward the email to all professors in theirdiscipline. The emails will inform the professors of the opportunity for their students to fulfillpossible volunteer hours or credits needed to graduate by means of volunteering with the YouthNetwork, especially as applicable in such areas as sociology, philosophy, ethics, etc.
32Community Organizations (see Appendix V for details)For the audience segment of community organizations, it should be aimed to correspondwith organizations who are actively involved in various projects throughout the semester(Volunteer Center, Habitat for Humanity, Rotaract, Civitan Club, to name a few). In addition, itwould be of the benefit of the Youth Network to reach out to clubs and organizations who areseeking opportunities to become more involved in the community, providing more of amotivation to choose the program to do so.Religious Organizations (see Appendix VI for details)Religious organizations on campus are always looking for opportunities to go into thecommunity and serve. Instead of for publicity, religious groups are called by faith to act as thehands and feet of God in the world. This includes assisting in organizations helping children, theelderly, and feeding and assisting the poor and downtrodden.Sports (see Appendix VII for details)Sports teams and organizations are built on the principle of teamwork, friendship, andcompanionship. Within the team, an essential component of success is cohesiveness with oneanother. In a campaign intended to garner sponsorships and lasting relationships betweensponsor and child, the understanding that teams and players have of intra-squad companionshipis a valuable characteristic that should be exploited. Teams also frequently have a strongbacking of family and friends with the ability and willingness to participate in team events andcommitments.Theatre (see Appendix VIII for details)For the audience segment of the High Point University Theatre Department, it should beaimed to connect the department with the community. Since HPU prides itself on offering aholistic education that values generosity and service learning, connecting the theatre departmentto the Youth Network would reflect positively on the institution as well as the department. Thetheatre department’s involvement could be through sponsoring a child or, if they so choose, theycould choose from our other options of financial support packages divided by levels. They couldchoose to pledge a certain amount, which would go to the overall program.
33Visual Message Development and MediaThe campaign will incorporate various methods by which to optimize the communicationwith clubs and organizations. That is, emails will be sent out to specific people associated witheach organization, as previously described, in addition to general emails sent out through thecampus concierge and SGA as well as an article written in the Campus Chronicle at thebeginning of the semester. The campus concierge emails will be sent out in conjunction with thetime of the fall benefit concert (daily two weeks prior to September 7) and also frequentlythroughout the duration of the semester in support of the Sponsor A Child program (seeAppendix IX and X for details).Below details the overall copy platform to be included in the campus concierge and SGAemails and copy points of the Campus Chronicle article:-Campus Concierge/SGA email about Sponsor A Child Program:Is your club or organization looking to get involved in a community service project thissemester? Email email@example.com (Youth Network Ambassador) to learn moreabout the Youth Network and the opportunity to participate in its Sponsor A ChildProgram. By lending your services, a lasting impact will be made in a child’s life.Change a life today!-Campus Concierge/SGA email about fall benefit concert:-Date: September 7, 2013-Time: 6:00pm-Location: TBA-Donations will be accepted and 100% of proceeds will go to the Youth Network.
34-Campus Chronicle article:-With the start of the school year, students are busily preparing for the upcomingsemester. Clubs and organizations are holding their first meetings and planningactivities and events for the following weeks. Many students are looking forvolunteer opportunities and ways to get involved in the community.-With the slogan “Fueling a better future,” the Youth Network is a localcommunity program dedicated to enriching the lives of children in the High Pointarea and promoting their self-development. It works to make a lasting differencein the betterment of the community through the positive influence of its youth.Helping those in Pre-K through 12thgrade, the program aims to instill a high levelof self-confidence, self-esteem, and self-motivation in its participants.-The Youth Network will be kicking off its “Whose life will you change?”campaign in collaboration with HPU students with a fall benefit concert onSeptember 7. All proceeds collected from the concert will be given to the YouthNetwork. Both cash and passport card donations will be accepted.-The Youth Network has also announced a Sponsor A Child Program inconjunction with HPU clubs and organizations as part of their campaign. TheSponsor A Child Program consists of three levels of fundraising- $550 for thesponsorship of one child, $200 for program sponsorship, and $50 for thesponsorship of one child’s lunch.-Funds collected from the concert and Sponsor A Child Program will be used tosubsidize fees and support program activities throughout the semester.-For more information, contact firstname.lastname@example.org (Youth NetworkAmbassador).
35Social Media MessagingSocial media is an essential avenue by which to reach target audiences with carefullyconstructed messages. The message structure, however, might be different than for other media.Social media gives organizations a way to quickly and efficiently reach a vast group of organizedconsumers. These messages should primarily be shorter and more succinct than on other media.The attention span online and on social media is shorter, with far more distractions than, forinstance, in print media.As stated in the goals and objectives report, it is planned for a schedule of Facebookstatuses and Twitter posts to be introduced into the campaign. On Twitter, every Monday(giving insight into the planned activities of the upcoming Saturday) and Saturday (provided arecap of that Saturday’s happenings) a post will be uploaded. On Facebook, a status will bewritten every Monday (offering a first hint about the upcoming Saturday), Wednesday (servingas a mid-week reminder), Friday (giving a final reminder about Saturday’s programming), andSaturday (describing a recap).The messages will range "Heres what we did this week" to "Heres what is coming upthis next week" to keep people involved and feeling like they are part of each week. Thesemessages will engage a marketing mix, such as "You can donate by clicking…" or simply,"Sponsor a child today." Our campaign is intended to raise money for the Youth Network, andgain child sponsorships as part of this fundraising. Therefore, some of these messages (the onesnot providing a recap of the week’s activities or what is coming up) must be devoted toencouraging people to donate to the cause.
36Strategic and Tactical RecommendationsThe “Whose life will you change?” campaign will incorporate various strategies andtactics by which to optimize the communication with clubs and organizations. That is, emailswill be sent out to specific people associated with each organization in addition to general emailssent out through the campus concierge and SGA as well as an article written in the CampusChronicle at the beginning of the semester. The campus concierge emails will be sent out inconjunction with the time of the fall benefit concert and also frequently throughout the durationof the semester in support of the Sponsor A Child program (see Appendix IX and X for details).Paid, Owned, Earned, and Social Media TacticsPaid media will include the placement of ads featuring the graphic below in the CampusChronicle and HPU Yearbook. The graphic (see Appendix XI for details) will also bebroadcasted on the HPU television show, Wow Factor, and on the jumbo screens at sportingevents (soccer, basketball, volleyball, etc.). A script to be announced on Wow Factor and theHPU Radio Show will also be developed (see Appendix XII for details). The script for the HPURadio Show will include prepared sound bites as well. Ultimately, although the graphic for thead and the scripts will not incur a cost, we consider such tactics to fall under the category of paidmedia. In the real world outside of High Point University, the creation of such tactics for print,television, and radio outlets would have to be paid for as part of a campaign.Owned media will complement the mix of paid media with the formation of collateralmaterials, such as a flyer (see Appendix XIII for details), newsletter (see Appendix XIV fordetails), and brochure (see Appendix XV for details). It is planned for the flyer, newsletter, andbrochure to be visually similar to the above graphic, with a focus on the logo and slogan of theYouth Network, a visually interesting picture, and bright colors. The brochure will serve as apoint of reference for those interested in participating in and assisting the Youth Network.Brochures will be handed out at the HPU activities fair (which the Youth Network ambassadorswill work) and the benefit concert. It will describe basic information about the program, theStrategies and Tactics
37goals it seeks to achieve, the benefits it provides to its participants, its role in the community, andcontact information for getting involved. The brochure will also be given to clubs andorganizations that express initial interest in participating in the Sponsor A Child program andparents who sign their children up to participate in the program.As a form of direct mail, flyers, consisting of a blown-up image of the graphic, will beplaced in all students’ mailboxes. As of now, the two Youth Network ambassadors have notbeen chosen. However, when the flyers are passed out, they will include contact information forthe ambassadors as part of a call to action. Additionally, it will highlight the date of the concert,the Sponsor A Child program, as well as the availability of volunteer and donation opportunities.The flyer will serve as a platform to provide a general overview of the upcoming semester eventsof the “Whose life will you change?” campaign and to reach out to the HPU student body in itsentirety.The newsletter will follow a similar format but will have various features, including“Kids of the Month.” The newsletter will be more personal, offering more stories of experiencesand success then logistical information. The newsletter will allow volunteers, sponsors, anddonors to learn about the positive impact they are having on the Youth Network and the kidswhose lives are enriched as a result. It will most likely be distributed through email. To note, itis recommended for an email list to be organized of those who sign-up to receive informationand updates about the Youth Network.Furthermore, it is suggested for the design of the Youth Network website to be improvedupon to make it more appealing, user friendly, and appealing, calling for the inclusion of picturesof the participants and various program activities, bright colors, and links to social media as partof a fun and kid friendly theme. The brochure, flyer, and newsletter, as well as any additionalmaterials that are developed throughout the course of the campaign, will be posted on thewebsite. Ultimately, the website will act as a hub of information for all those interested in theYouth Network (participants, volunteers, donors, and sponsors) to learn about the premise of theprogram and the campaign. Considering that the website exists under the domain of awebmaster, the redesign of the website must be assigned to that entity and, thus, is not accessibleto our team. The transformation of the website is a mere future recommendation for the YouthNetwork and will not fall under the umbrella of our “Whose life will you change?” campaign.
38Earned media will consist of news releases to be sent out to local print, television, andradio outlets (see Appendix XVI, XVII, XVIII for details). Although the main goal rests on theraising of awareness and fundraising among HPU students, it will be beneficial for the YouthNetwork to gain attention and notoriety in the local media. Doing so will further expand thereach of the Youth Network in the community in terms of recruiting participants as well asspreading the word about the positive work it is achieving. Garnering the support of the localmedia will ultimately solidify the brand and reputation of the Youth Network in the community,affording for its continued success in conjunction with the advocacy of HPU clubs andorganizations.In terms of social media, as stated in the previous reports, it is planned for a schedule ofFacebook statuses and Twitter posts to be introduced into the campaign (see Appendix XIX andAppendix XX for details). On Twitter, every Monday (giving insight into the planned activitiesof the upcoming Saturday) and Saturday (provided a recap of that Saturday’s happenings) a postwill be uploaded. On Facebook, a status will be written every Monday (offering a first hintabout the upcoming Saturday), Wednesday (serving as a mid-week reminder), Friday (giving afinal reminder about Saturday’s programming), and Saturday (describing a recap).The messages will range "Heres what we did this week" to "Heres what is coming upthis next week" to keep people involved and feeling like they are part of each week. Thesemessages will engage a marketing mix, such as "You can donate by clicking…" or simply,"Sponsor a child today." Our campaign is intended to raise money for the Youth Network, andgain child sponsorships as part of this fundraising. Therefore, some of these messages (the onesnot providing a recap of the week’s activities or what is coming up) must be devoted toencouraging people to donate to the cause.Sample Tactics and Supplemental MaterialsIn order to effectively communicate with HPU clubs and organizations and media outletssupplemental materials must be developed. It is planned for a list of all clubs and organizationsto be compiled, including the contact information for one executive council member. Althoughany communication with an executive council member would be effective, it would be ideal forall correspondence to occur between the president and/or vice president (since they are the ones
39in charge of the various initiatives and efforts taken by the club or organization). In terms ofreaching out to print, television, and radio outlets in the triad, a media list has been assembled(see Appendix XXI for details).BudgetIn an attempt to keep the budget as low as possible, very few costs will be incurred aspart of the campaign. The two main components of the campaign, the benefit concert andSponsor A Child program, require little expense. In general, the only costs associated with thecampaign pertain to the printing costs of the brochures and flyers. As previously stated, it isrecommended for the brochure to be distributed at the Activities Fair, benefit concert, and toclubs and organizations as well as parents who are interested in participating with the YouthNetwork. It is estimated that 200 copies of the brochure will be needed to fulfill such an effort.Using low grade paper, in order to cut down costs, at $2.21, the final cost would be $243.00.Secondly, printing costs for the distribution of the flyers must be considered. As mentioned, theflyers will be placed in all students’ mailboxes as part of the kickoff of the campaign at thebeginning of the semester. With approximately 4,000 students, it is planned for 1,000 copies,with 4 flyers on each page, to be printed, coming to a total of $502.92. The latter costs werecalculated from the offerings of FedEx office (see Appendix XXII for details). The total budgetwould come to $745.92.TimelineA calendar of the campaign duration (in correspondence with the HPU fall academic scheduleand the first and last day of classes), August 19thto December 4thoutlines the timeline of theexecution of the tactics previously described (see Appendix XXIII for details). It is aimed thatwith the enactment of the projected timeline the goals and objectives of the campaign will bemet, ultimately leading to the bolstering of awareness and fundraising garnered on behalf of theYouth Network. To note, the deployment of the campaign tactics will run until December 4th.However, the opportunity to donate to the Youth Network will extend until December 31st, asreferred to in the objectives section.
40MonitoringThroughout the course of the campaign, monitoring will consist of a variety of methods.Primarily, the campaign will be monitored according to the barometer of the number of clubs andorganizations participating in the Sponsor A Child program. The latter will indicate theeffectiveness of the strategies and tactics executed throughout the semester and the reach it ishaving in communicating with the clubs and organizations. A running list will be maintainedand will allow for the tracking of additions of clubs and organizations participating in theSponsor A Child program. Furthermore, a list of contacts (president and/or vice president) foreach club and organization will be compiled and will also be added to throughout the course ofthe campaign to reflect the latter changes. The database of such, outlining all clubs andorganizations participating in the Sponsor A Child and their representatives, will allow for anorganized point of reference in relation to the program. A list of all people (volunteers, donors,and sponsors) who are emailed the newsletter on a monthly basis will also be assembled (seeAppendix XXIV for details). To note, a space for people’s mailbox information is allotted topermit for the sending of various additional materials (i.e. flyers and brochures). Lastly, thefunds collected throughout the campaign will be monitored, with the amounts pinpointedspecifically after the benefit concert as well at the end of every month. The total funds raisedwill be assessed at the end of the campaign, which will be discussed in more detail next.AssessmentThere are many ways to assess whether or not this campaign was a success both at HPU andoutside in the High Point community. In terms of the latter, one method of assessment is by theamount of local press coverage the Youth Network received throughout the campaign. If therewas a high volume of news stories in various media, being published about the Youth Network,this is a strong signal that the campaign was a success. Furthermore, to assess how well thecampaign is doing, the Youth Network can take a look at the different placements, impressions,and circulation of these stories. What is the circulation of the newspapers the articles appear in?Evaluation and Monitoring
41How many viewers were watching that television segment? How many listeners were tuned into the radio station? (see Appendix XXV for details).Another great way to assess the campaign would be through the creation of a GoogleAnalytics account. Google Analytics is a great way to increase search engine optimization(SEO) for the Youth Network. You can take a look at the number of visitors to the YouthNetwork webpage, and track all social media sites such as Facebook, Twitter, and YouTube.Google Analytics allows you to see how much traffic is being driven to your page, where theusers are from, how long they stay on your page, and how many pages they visit. Best of all, thisis a free service provided by Google.Thirdly, the most clear cut way to assess the success of this campaign is to look at theoriginal fundraising goal. The campaign will run from August 2013 to December 2013, with theultimate goal of raising $6,000. Was this goal met? Was it exceeded? Did it fall short? Byanswering these questions about the amount of funds raised, you can judge the campaign’ssuccess or failure.Monitoring and Evaluation ToolsIn addition to the latter tools mentioned, such as databases of the clubs/organizationsinvolved in Sponsor A Child as well as their points of contact and excel sheets tracking mediaplacements as well as respective impressions and circulation statistics, it is proposed for astudent evaluation questionnaire to also be developed (see Appendix XXVI for details). Bycollecting the results of the survey, an understanding of HPU participants’ experiences with theprogram will be gained, providing beneficial feedback to apply to improving upon the success ofthe campaign in the future. Ultimately, the survey will round out the platform of monitoring andevaluation tools, allowing for the gaining of students’ thoughts and opinions first hand.
42Appendix IAs previously stated, the questions that STRAT Solutions decided to focus on in this analysis arethose containing information about fundraising in an effort to help our client better solve theirmost important issue in keeping the organization running.Do you belong to a club or organization?Number of Yes’s 20Number of No’s 0Which organizations do you belong to?Greek Life 10Academic 9Community 8Religious 5Athletic 2Theatre 2How did you hear about that organization?CampusEmailWord ofMouthCalendars Representativefrom OrgSocialMediaOther13 16 4 11 13 3What groups does your organization volunteer for?Habitat forHumanityAlzheimer’sFoundationMarch forBabiesChildren’sMiracleNetworkHigh PointUniversity7 3 2 3 3Others include: Open Door Ministries, Big Brother/Big Sister, Boy Scouts of America, Civitan, SharkTank, Homeless Awareness Project, Helping High Point, JDRF Diabetes, Animal Shelters, LocalShelters, Local Schools, United Way, Salvation ArmyOn a scale of 1-10 how interested is your club in fundraising a local non-profit1 2 3 4 5 6 7 8 9 10
430 1 0 0 1 0 1 4 4 8One person refused to answer the question.What kind of event would you want to participate in?SportingEventLuncheon/Dinner Speaker Concert Other10 8 9 14 3What type of fundraising would most effective?DormStormingBake Sale Big Event SponsoringRestaurantsOther8 6 12 13 3How likely are you to donate to a non-profit organization?1 2 3 4 5 6 7 8 9 100 0 2 1 4 4 5 1 1 2Have you heard of GCRRC?Yes 3No 17Have you heard of the Youth Network?Yes 2No 18Would you be interested in sponsoring a child?Yes 14No 5One person refused to answer.As an alternative to paying a school fine would you complete community service?Yes 17No 3
44Do you have transportation?Yes 15No 5Appendix IIAppendix III
52Appendix XIIBenefit ConcertCopy:Are you looking for a way to have fun thisweekend but at the same time get involved in aworthy cause? The Youth Network, incollaboration with High Point University, ishosting a free benefit concert on September 7at 6pm. Come out to give back to the childrenof the Youth Network and enjoy great music!Both cash and passport donations will beaccepted and all proceeds will be given to theYouth Network. Show your HPU spirit andsupport the Youth Network, a programdedicated to enriching the lives of children inthe High Point area! To learn more, email@example.com.Audio:Background music of happy, uplifting musicsoftly playing. The song will be chosen by theYouth Network at a later date and will gainpermission from chosen artist.Sponsor A Child ProgramCopy:Is your club or organization looking to getinvolved in a community service project thissemester?The Youth Network, a program dedicated toenriching the lives of children in the HighPoint area, has just the opportunity you’vebeen seeking!Sponsor A Child aims to foster the creation ofpositive relationships between the youth andHPU students. It offers various ways tocontribute to the Youth Network and allowsyour club or organization to choose how YOUget involved. Change a life today! To learnmore, contact firstname.lastname@example.org.Audio:People exclaiming YES!A wave of people cheering.Background music of happy, uplifting musicsoftly playing.
56Appendix XVIFact SheetFOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:September 2, 2013 Pamela Palmerppalmer@tgcrrc.orgYouth Network Kicks Off “Whose Life Will You Change?” Campaign with High PointUniversity Benefit ConcertWhat: On September 7, 2013 at 6 pm, High Point University will be hosting a freebenefit concert on behalf of the Youth Network to kick off its “Whose Life WillYou Change?” fall campaign. All proceeds collected as part of the concert will begiven to the Youth Network to assist in the subsidizing of costs of the programand the sponsorship of various efforts for the children. HPU students will havethe opportunity to donate to the program with cash or passport contributions.Who: All High Point University students are encouraged to attend the concert and showtheir support for the Youth Network!Where: High Point University is located at 833 Montlieu Ave. High Point, NC 27262.When: The Youth Network Benefit Concert is on Saturday evening, September 7th at6:00pm.Why: The Youth Network’s “Whose Life Will You Change?” fall campaign will featurethe benefit concert as well as the introduction of the Sponsor A Child program.Sponsor A Child is divided between three levels, including $550 for thesponsorship of one child, $200 for program sponsorship, and $50 for thesponsorship of a child’s lunch. The Youth Network is dedicated to enriching thelives of children in the High Point area and promoting their self-development. Itworks to make a lasting difference in the betterment of the community throughthe positive influence of its youth. The Youth Network welcomes children fromall backgrounds and socioeconomic levels.###
57Appendix XVIINews ReleaseFOR IMMEDIATE RELEASE FOR MORE INFORMATION:August 26, 2013 Pamela Palmerppalmer@tgcrrc.orgYouth Network Kicks Off “Whose Life Will You Change?” Campaign with High PointUniversity Benefit ConcertHigh Point, North Carolina -- On Saturday, September 7, 2013 at 6pm, High PointUniversity will be hosting a free benefit concert for students on behalf of the Youth Network.The benefit concert will act in part of the Youth Network’s “Whose life will you change?” fallcampaign in conjunction with the introduction of its Sponsor A Child program. All students arewelcome to attend the concert in support of the Youth Network. Both cash and passportdonations will be accepted and all contributions made will be put towards the Youth Networkfunds. The funds will be used to subsidize utility, program, and other such costs associated withthe program. The students are encouraged to show their support for a noteworthy cause andenjoy a great concert in the process!Quote from Dr. Palmer (noting collaboration between HPU and Youth Network)!Sponsor A Child is a recently introduced fundraising program to the Youth Network andaims to provide HPU clubs and organizations with various means by which to make acontribution. Sponsor A Child is divided between three levels, including $550 for thesponsorship of one child, $200 for program sponsorship, and $50 for the sponsorship of a child’slunch. Sponsor A Child fosters the creation of positive relationships between the youth and HPUstudents, creating a meaningful experience for everyone involved.
58Launched in 2012, the Youth Network is a local community program dedicated toenriching the lives of children in the High Point area and promoting their self-development. Itworks to make a lasting difference in the betterment of the community through the positiveinfluence of its youth. Helping those in Pre-K through 12thgrade, the program aims to instill ahigh level of self-confidence, self-esteem, and self-motivation in its participants. The YouthNetwork welcomes children from all backgrounds and socioeconomic levels. For moreinformation, please visit the Youth Network website athttp://www.tgcrrc.org/youthnetwork.html.###
59Appendix XVIIINews ReleaseFOR IMMEDIATE RELEASE FOR MORE INFORMATION:December 4, 2013 Pamela Palmerppalmer@tgcrrc.orgYouth Network Enjoys Much Success with Conclusion of “Whose Life Will You Change?”CampaignHigh Point, North Carolina -- On December 4th, 2013, High Point University concludedits fall semester and, with that, marked the wrap-up of the Youth Network’s “Whose Life WillYou Change?” campaign. The Youth Network’s collaborative campaign with High PointUniversity, featuring a free benefit concert and Sponsor A Child program was a huge success. Intotal, _____________ was raised over the course of the semester, ensuring the continuance of abright future for the Youth Network. HPU students showed considerable support for the YouthNetwork, making various contributions in the form of monetary donations, sponsorships ofchildren, and their participation at the center. The Youth Network is looking forward tomaintaining its relationship with HPU students to further benefit the growth and development ofchildren in the High Point area.Quote from Dr. Palmer (describing success of campaign, impact it had on YouthNetwork, and her appreciation for HPU students)!Sponsor A Child is a recently introduced fundraising program to the Youth Network andaims to provide HPU clubs and organizations with various means by which to make acontribution. Sponsor A Child is divided between three levels, including $550 for thesponsorship of one child, $200 for program sponsorship, and $50 for the sponsorship of a child’s
60lunch. Sponsor A Child fosters the creation of positive relationships between the youth and HPUstudents, creating a meaningful experience for everyone involved.Launched in 2012, the Youth Network is a local community program dedicated toenriching the lives of children in the High Point area and promoting their self-development. Itworks to make a lasting difference in the betterment of the community through the positiveinfluence of its youth. Helping those in Pre-K through 12thgrade, the program aims to instill ahigh level of self-confidence, self-esteem, and self-motivation in its participants. The YouthNetwork welcomes children from all backgrounds and socioeconomic levels. For moreinformation, please visit the Youth Network website athttp://www.tgcrrc.org/youthnetwork.html.###
70Appendix XXVIPlease complete this survey to help us better the way our organization pursues fundraisingefforts in the future. Please read each question carefully and answer to the best of yourability. Please be as honest as possible. This survey is completely anonymous and youranswers will not be shared with anyone. Once the data is collected the surveys will beshredded. Thank you for your help with the Youth Network, you have helped fuel a betterfuture for a child in your community!1. Which program(s) did you participate in?a. Sponsor a Child Programb. Volunteeringc. Other amount of donationd. Other (please specify):______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________2. Did you enjoy your time with the Youth Network?a. Yesb. Noi. If no, why not?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________3. Would you participate again in the future?a. Yesb. Noi. If no, why not?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________4. What did you enjoy most?__________________________________________________________________________________Youth Network Evaluation Questionnaire
71____________________________________________________________________________________________________________________________________________________________________5. What would you improve?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________