1. Patrick Turley
7/11/2014
MGMT 321

2. The Children of Fallen Patriots
Foundation
• Non-Profit Organization
• Headquartered in Jacksonville
Beach, Florida
• Provide Education and Counseling

3. Fallen Patriots Foundation Holds Special
Significance
USMC and Iraqi-war veteran with infant
daughter
Witnessed firsthand the pain and stresses of
loss for military families

4. Opportunities to contribute to organization
previously:
• As author, donated all book proceeds to the
organization
• Promoted them through interviews
• Further raised awareness through social media
and website placement

5. Strategy Diagnostic
Critical tasks include finding eligible kids
• Requires support of individual military branches
• Working on creating more seamless and integrative process
Major Organizational Goals:
• Expanding scope of eligibility
• Providing $500,000,000 in support

6. Financial Diagnostic
• Extremely generous contributors
• Each penny of each contributions goes toward kids’ education
• Cash balance in excess of $1 million
• Grants, donations, sponsors and events comprise primary
sources of funds

7. Communication Diagnostic
Jacksonville based but benefits available nationwide
• Requires Distance Communication
• Aid families in enrollment
• Email and telephone

8. Membership Diagnostic
200 recipients
5300 enrolled or documented-to-enroll
Twice as many as the cumulative 2002-2008 numbers
Rapid growth exhibits strong leadership

9. Products and Services
Annual Greenwich Connecticut Event
Fundraising expenses in excess of $200,000
Exceptionally high margins averaging a 10:1 ratio

10. Marketing
Very little marketing – low brand awareness
Website oriented to communicate information
• Explains organization, structure, goals and
financial transparency
• Also contains donation options

11. Board Relations
Advisory Board – Includes Holly Petraeus
Low Turnover
Low Diversity
Senior Advisory Board – Includes John Melia

12. Organization
Develop leaders through empowerment
Needs specific goals, comprehensive plan for achievement
• Caring
• Competence
• Vision
• Most importantly, hard work
Biggest concern: Organizational Development and Marketing
“The one we don’t reach”

13. Value Opportunities
Raise Awareness
Improve efficiency in finding eligible families
Help Improve Branding

14. Help Directly Raise Awareness
Established audience in a
relevant demographic
Utilize Social Media Outlets
promote their brand to several
thousand followers

15. Improve efficiency in finding eligible families
Ingrain the CFPF with the process itself:
• Build new and reinforce existing relationships
• Emphasize connectivity with military branches
• Connect with military chaplains and grief counselors

16. Help Improve Branding
Utilize More Emotional Appeal
• Barely tapped resource
• Each story is unique and incredibly touching
• Recipient videos highlighting the CFPF

17. Children of Fallen Patriots Reception
Reception of Contributions
• Supportive
• Appreciative
• Enthusiastic
Referred branding concepts to national Development
Department

18. Branding – Development Department
Working with heads of development department
Broach sensitivity of discussing parents death
• Emphasizes honoring their parent
• “What the CFPF means to you?”

19. Results
Continued work with development department
Added significant value through
• Elevated awareness
• Integrative ideas to simplify contacting eligible families

20. Visit Fallenpatriots.org Today!