Arc_Social Media

The Arc of Shelby
County
Marketing Plan
Prepared:
Matthew Crowson
Emerson Fremming
Dakota Harris
Austin Herring
August 4th
2016

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Contents
I. Executive Summary................................................................................1
Environmental Analysis, SWOT...............................................................................................................1
Customer Profile .......................................................................................................................................1
Strategy, Objectives, and Tactics..............................................................................................................1
Monitoring/Measuring ..............................................................................................................................1
II.Internal Analysis .....................................................................................2
Overview...................................................................................................................................................2
Company S.W.O.T....................................................................................................................................2
III. External Analysis..............................................................................3
External Analysis ......................................................................................................................................3
IV. Analysis of Comparable/Competitor Organizations ........................4
Easter seals:...............................................................................................................................................4
United Cerebral Palsy: ..............................................................................................................................4
V. Customer Profile & Marketing Strategy ..........................................5
Customer Description................................................................................................................................5
Targeting and Segmenting ...................................................................................................................................5
Unique Selling Proposition ..................................................................................................................................5
Marketing Plan..........................................................................................................................................6
Market Research ..................................................................................................................................................6
Key message(s) by Target Market .......................................................................................................................6
Goals:...................................................................................................................................................................6
Objectives: ...........................................................................................................................................................6
Tactics by Objectives:..........................................................................................................................................7
VI. Events .............................................................................................11
VII. Measuring/Monitoring Activities...................................................12
VIII. Appendix.....................................................................................13
Research: (Supporting facts, figures, etc.) ..............................................................................................13
Appendix A:.......................................................................................................................................................13
IX. Collateral Items...............................................................................14
X. References ......................................................................................15

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I. Executive Summary
Environmental Analysis, SWOT
The goals of the marketing plan are to increase awareness and interactions with the
organization’s social media platforms. The achievement of these goals will create more donor
participation. One of the main strengths of The Arc of Shelby County is their high number of
Facebook likes for their page.3
Furthermore one of their major weaknesses is their low number of
follower interactions on the content that is posted to the page.3
One opportunity The Arc of
Shelby County would be to record parent workshops and post the videos to YouTube therefore
creating more transparent advertising. Moreover, a threat, of The Arc of Shelby County would be
Easter Seals. They specialize in the care of people with autism.
Customer Profile
The customer profile can be broken down into three different classifications demographics,
geodemographics, and psychographics. The essential target for The Arc of Shelby County is in
the following order: volunteers, leaders of the community, and other nonprofit organizations.
The Arc of Shelby County’s consumer’s demographics are 80.2% white and 51% female while
the media age continues to be thirty-six years of age.26
Moreover, the geodemographics are the
towns within the Shelby County area. The Arc of Shelby County should also consider outside
bordering the county. Next, psychographics for a follower of a nonprofit on social media usually
exhibits certain characteristics such as involvement in religious activities, volunteering, and
experience with social networks.25
Strategy, Objectives, and Tactics
The goal of The Arc of Shelby County is Improve The Arc of Shelby County’s social media
presence on Facebook, YouTube, Twitter, LinkedIn, and Instagram. The objectives are as
follows, increase employment in members by 25% within five months, increase Facebook and
Twitter “like” and “retweet” count by 30% in three months, raise The Arc’s social media
presence level on YouTube, increase Instagram follower level by 20% over two months.
Furthermore, the tactics are described as a set of SMART activities with implementations
included. The tactics provide a step-by-step guide on how to achieve the objectives.
Monitoring/Measuring
The measuring and monitoring is a guide for what The Arc of Shelby County should do incase
the objectives are not being achieved. These preventive measures include diversifying job
searching techniques, using survey results to better understand follower needs, diversifying
content of YouTube videos, and promoting the Instagram account through other social media
platforms. These monitoring and measuring tactics are described in length on page twelve of the
plan.

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II. Internal Analysis
Overview
The Arc of Shelby County creates an environment of support for mentally disabled people. As
stated in an email interview with Tery Young, the business is divided into three main
programs for the clients. The programs are children’s services, employment services, and
community living.5
These different programs allow the organization to better fit the needs of
each individual client. Furthermore, the goals of the marketing plan are to increase awareness
and interactions with the organization’s social media platforms. The achievement of these
goals will create more donor participation.
Company S.W.O.T.
Strengths Weaknesses
 High number of Likes on Facebook3
 Multiple photo albums for current events
on Facebook3
 Large amount of Twitter followers2
 Content is continuously updated1-2
 Low Facebook interactions3
 Tweets lacking good content2
 No link to Facebook on the Twitter
profile2
 No media or photos on Twitter2
 No promotion of LinkedIn account on
other social media platforms4
 YouTube account only has one video1
 YouTube account username is not The
Arc of Shelby County1
Opportunities Threats
 Showing the parent workshops on
YouTube once a month will create
more transparent advertising.
 Utilizing YouTube, Facebook, Twitter,
LinkedIn, and etc. YouTube, Facebook,
and Twitter will help you reach many
different people.1-4
 Teaching some of the clients to utilize
LinkedIn could help in the expansion
of the employment skills program
while giving the organization’s
LinkedIn page more connections.4
 Social media has allowed avenues for
people to donate more easily and more
effectively.7
 Easter Seals, nationally, is the leading
non-profit provider of services for
individuals with autism, developmental
disabilities, physical and mental
disabilities, and other special needs.6
 UCP is United Cerebral Palsy. United
Cerebral Palsy of Greater Birmingham
provides innovative services connecting
people with disabilities to their
communities and empowering
individuals to live full and meaningful
lives.6

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III. External Analysis
External Analysis
Political Economic
 New regulations cease employment
partnerships8
 Employment of disabled people reduces
taxes for businesses9
 In the last 10- 20 years the number of
nonprofits has grown. Which means
more competition for donor’s capital and
focus.7
 2015 was a record breaking year in
charitable giving16
 Education and humans services are the
top 2 and 3 sectors in charitable giving.15
 Alabama is in the top 5 of most
charitable states17
Social Technological
 The importance of mental health in
youth has become more prevalent in
society10
 Growing rate of children diagnosed
with autism11
 Educators are using assistive technology
to help teach special needs children and
children with disabilities12-13
 This type of learning through videos
switches and smart pens children are able
to operate programs and tablets.12-13
 This field is experiencing positive effects
of new technology and its positioned to
grow because of breakthroughs in
assistive technology.12-13
Environmental Legal
 Higher percentages of people prefer
green companies to companies, which
do not use environmental practices.18
 Medicare has expanded in several states
 Consumers in all states can qualify based
on income, disability, and household
size14
 Medicare expansion has expanded in
Alabama for people with income under
25,000 a year.14
 This affects all companies and services
that in which customers insurance pays
for services14
For more information see appendix A.

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IV.Analysis of Comparable/Competitor Organizations
Easter seals:
 More likes on Facebook than The Arc
of Shelby County.19
 Utilizes YouTube more than The Arc
of Shelby County does.20
 More tweets, followers, and likes on
Twitter.21
 Does not provide independent living
training like The Arc of Shelby County.
 Does not provide self-advocacy training
like The Arc of Shelby County.
United Cerebral Palsy:
 The UCP has been around since the
1940s and is well known.24
 More likes than The Arc of Shelby
County on Facebook.22
 Established on Instagram with 426
followers.23
 The overall website for The Arc of
Shelby County is better organized.
 The content on The Arc of Shelby
County’s website is better quality than
UCP.

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V.Customer Profile & Marketing Strategy
Customer Description
Demographics, Geodemographics, Psychographics
Demographics:
The demographics that The Arc of Shelby County is reaching through their social media
efforts are people that have residence within the county. These people on average carry certain
characteristics such as:
1. White Non-Hispanic Alone (80.2%)
2. Black Non-Hispanic Alone (10.6%)
3. Hispanic or Latino (5.9%)
4. Asian alone (1.9%)
5. Two or more races (1.1%)
6. Median age: 36
7. Males 49%
8. Females 51%26
Geodemographics:
The consumers that would be most engaged with The Arc of Shelby County’s social media
efforts would be citizens already living in the region and surrounding areas. These areas
include Alabaster, Birmingham, Calera, Chelsea, Columbiana, Harpersville, Helena, Hoover,
Indian Springs Village, Leeds, Pelham, Montevallo, Vestavia Hills, Vincent, Westover,
Wilsonville, and Wilton27
. They should also consider towns that border Shelby County for
potential social media followers because these residents may be working within Shelby county
and may have a stronger feeling of pride for Shelby county and its citizens than their residents.
Psychographics:
Social media followers of nonprofit organizations tend to exhibit common psychographic
factors that influence the amount they donate. These characteristics are participation in
religious activities, volunteering, and experiences within social networks.25
Also other factors
include, income, education, and number of hours volunteered.25
All of these factors contribute
to a person’s likelihood of following and donating to a nonprofit social media site. These are
all psychographics that The Arc of Shelby County should utilize in marketing their social
media platforms to interested members in the community.
Targeting and Segmenting
The essential target for The Arc of Shelby County is in the following order: volunteers,
leaders of the community, and other nonprofit organizations. The Arc of Shelby County has
the opportunity to segment the volunteers by attaching the social media information to the
newsletter they send out each month.28
Unique Selling Proposition
Learning for the future, living for the present.
Description:
The Arc of Shelby County works with families to provide support and education for those
who face the challenges of intellectual and development disabilities. The Arc’s goal is to
empower people to succeed in the community around them. The Arc also strongly advocates
and fights for human rights. The Arc helps make a path for people of all ages by giving
families and individuals the tools they need. Making a difference one family at a time. 2

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Marketing Plan
Market Research
The Arc of Shelby County’s mission needs to be creating a higher level of awareness of their
organization. Consumers use a variety of different social media outlets such as Twitter,
Facebook, YouTube, LinkedIn, and Instagram. By utilizing these social media sites, The Arc
of Shelby County will reach more people.31
The Arc of Shelby County could advertise more
in the community in places like health clinics, where the target audience would see the
advertisement. By advertising more in the community, this will allow people to view their
social media sites. The more people The Arc of Shelby County can have viewing their social
media sites, the more the word gets spread about The Arc of Shelby County. They could do
this by using the four P’s of marketing. The product is trying to improve the presence of The
Arc of Shelby County on social media. The place to advertise on is the different social media
sites such as, Facebook, Instagram, Twitter, LinkedIn, and YouTube. The Arc of Shelby
County will begin posting clips of the parent workshops to their YouTube account, thus
creating a buzz and increasing followers.28
The Arc of Shelby County could team up with
health clinics, and let the health clinics help promote The Arc of Shelby County. Finally, they
would achieve this goal by creating more viewers on these social media sites. The more
followers and interactions The Arc of Shelby County receives on these social media sites, the
more people are discovering the services The Arc of Shelby County provides.
Key message(s) by Target Market
1. Volunteers
Key message: With the Arc of Shelby County, you have the opportunity to be a
mentor, an assistant, and a best friend to one of our many clients. Volunteering
with the Arc of Shelby County is a once in a lifetime opportunity where you
can better yourself and your fellow man all at the same organization.30
2. Donors/ Involved Community Members
Key message: By donating to the Arc of Shelby County, you will literally be
changing lives. Your aid will allow children to learn new skills, make new
friends, and have an opportunity to create a future for them. By donating to the
Arc, you are not just generously offering aid; you are laying the building
blocks for a child’s future. 30
3. Clients
Key message: By being involved with The Arc of Shelby County, you are
making the best decision for building a promising future. The Arc will work
with you at your own pace to develop educational skills, personal connections,
and the foundations for a career.30
Goals:
Improve The Arc of Shelby County’s social media presence on Facebook, YouTube, Twitter,
LinkedIn, and Instagram.
Objectives:
1. Increase employment in members by 25% within five months.
2. Increase Facebook and Twitter “like” and “retweet” count by 30% in 3 months.
3. Increase YouTube Presence by 20% in one month
4. Increase Instagram follower level by 20% over 2 months.

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Tactics by Objectives:
Objective 1: Increase employment in members by 25% within five months.
SMART Activities Implementation
1. Increase awareness of job
opportunities by 10% over the
next 3 months through LinkedIn
implementation.
1. Post weekly profiles and updates to
organizations that have relationships with
the Arc.
A) Profile posts at 5 P.M. on Monday
B) Profile updates posted at 5 P.M.
Wednesday, Friday, and Saturday
2. Every 3 months, follow up with both
clients and companies to (1) see what
information is most valuable to each market,
(2) see who has been hired through this
process, (3) and make
improvements/adjustments based on
recommendations.
2. Regularly update Facebook with
successfully employed clients.
1. Create a Facebook update layout.
2. Share a client every week that has been
employed or promoted.
A) 9 A.M. every Monday morning
3. At the end of the month, check with
employers of advertised shared employees if
they have received any new Arc sourced
applications.
3. Keep local job offers up to date 1. Reach out to local employers within
Shelby County every Monday, Wednesday,
and Thursday each week during the month
of August.
2. Create a Facebook post advertising a
single job opening from one specific
company.
3. Post two of these advertisements each
week. One on Tuesday at 10 A.M. and the
other on Thursday at 10 A.M.
4. Create a link to the careers section of the
Arc’s homepage on August 4th and include
this link on each advertisement post for job
openings.

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Objective 2: Increase Facebook “like” and “retweet” count by 30% in 3 months
1. Increase “like” count on
Facebook by 15% in 2 months.
1. Check post history to see which posts
garnered the most likes.
a. Divide the most liked posts into 5
different categories
EXAMPLE: Animals, local news, event
announcements, and humor
2. During August, create daily posts, which
share common features with the popular
categories. EXAMPLE: posts which involve
younger clients should be shared more if
their like count is higher than posts
involving older clients.
A) Use a different category each day to
promote variation of content.
B) Post at 3 P.M. every day
3. Analyze the like difference at the end of
August compared to the beginning of August
2. Increase retweet count by 10%
October 31st
.
1. During the first week of October, make at
least 10 tweets, which include pictures.
2. Post original content, NOT redirects to
Facebook.
3. Use Halloween to update Twitter with
festive pictures, such as costumes and local
events to rise retweet counts.
4. Analyze retweet volume at the end of the
month to check for increases.

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Objective 3: Increase YouTube Presence by 20% in one month
1. Raise subscriber count on
YouTube by 10% during
September
1. Create a video to be released every week
in September.
A) These videos should fit into three
different categories
i. Spotlights (clients, volunteers, parents,
educators, etc.)
ii. Skits
iii. Special announcements
1. Notable achievements by the Arc and
Arc members
2. Upcoming events
2. Release them at 3:00 P.M. on Monday
each week in September.32
3. Share links to videos on Facebook and
Twitter at the same time.
4. Notify any staff, clients, or parents of their
involvement in each video. Do this by
sending an email to each person involved in
a video. Include in the email:
A) A special thanks
B) A link to the video on YouTube
5. On each Sunday of September, check (1)
subscriber count, and (2) like count for
increases.
A) Determine the most popular video on the
last day of each month based on the highest
number of views. Share this video on the
Arc’s home page.

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Objective 4: Increase Instagram follower level by 20% in 2 months.
1. Increase Instagram activity by
20% in August
1. Grant Arc Instagram account access to
multiple officials to increase photo volume.
2. Release during the first week of August,
post an amount of photos equivalent to 10%
of last month’s total photo count.
3. Create an assorted portfolio of photos to
be used on Instagram that all have a unifying
positive message to them
a. Focus on animals, clients and client
families, and candid photos of joyous
activities
2. Promote Instagram activity across
Twitter and Facebook in
September.
1. On August 4th, link Arc Instagram
account with Facebook and Twitter.
2. Throughout the month, ensure that photos
posted on Instagram are simultaneously
shared to Twitter and Facebook
3. Track the like and retweet counts of
Instagram posts throughout August.
4. On the last Friday of August, compare
Instagram follower count to the follower
count on August 1 to check for results.

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VI. Events
Channel Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Facebook Page -
Morning Post
9 A.M.
successfully
employed client
post
10 A.M. job
opening post
10 A.M. job
opening post
10 A.M. Happy
Friday post!
Facebook Page -
Afternoon Post
3 P.M. Meme
Mondays!
3 P.M. client
spotlight
3 P.M. client pets 3 P.M. local news 3 P.M. weekend
event post
3 P.M. weekend
event update
3 P.M. Sunday
news
Twitter - Morning
Tweet
10 A.M. local
news
10 A.M. career
info post
10 A.M. local
events
10 A.M. Caturday
PHOTO
Twitter - Afternoon
Tweet
3 P.M. client
spotlight PHOTO
3 P.M. notable
achievements
Twitter - Evening
Tweet
6 P.M. upcoming
school news and
events
5 P.M. client
achievement
PHOTO
8 P.M. post
weekend event
update PHOTO
LinkedIn Page 5 P.M. new profile
posted
5 P.M. profile
update
5 P.M. profile
update
5 P.M. profile
update
Pinterest N/A N/A N/A N/A N/A N/A N/A
Instagram 4 P.M. client
spotlight
3 P.M. cute
animals
2 P.M. client
career photo
3 P.M. Arc staff
spotlight
5 P.M. upcoming
event flyer post
During event
photo
6 P.M. client
family photo
Blog N/A N/A N/A N/A N/A N/A N/A
YouTube 3 P.M. video
upload

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VII. Measuring/Monitoring Activities
Marketing
Tactic:
Monitoring/Measurement:
When to check goals & if goals are not being met, what
should the client change in order to see different results?
Recommended changes if goal is not met
Increase
employment
in members
by 25%
within five
months, by
using
LinkedIn.
After three months they will analyze the first SMART
activity. Then after five months The Arc of Shelby County
needs to analyze the rest of the SMART activities.
If members of The Arc of Shelby County are not hired by using this
social media platform, they will begin to use other online resources for
job searching such as gettinghired.com. This website specializes in
locating jobs that are specific to the skill set of special needs people.33
Increase
Facebook
“like” and
“retweet”
count by
30% in 3
months
After one month The Arc of Shelby County will analyze
their current increase of Facebook “likes” and Twitter
“retweets” to see if it is on track for a 30% increase in two
months.
Send a short, 3-5 question survey to social media followers asking for
feedback on how to improve on their social media sites.34
Include
customer profile information to learn how to better target and segment
the markets. An example of a survey question, “How are we doing on
the content of posts?” the answers choices would be, excellent, fair,
needs improvement, and not helpful or entertaining.
Increase
YouTube
Presence by
20% in one
month
The Arc of Shelby County will analyze this in the
beginning of September and adjust if the desired results are
not showing.
Change the type of videos that are being posted. The videos could be
too long and need shortening to keep interest. Each video needs to be
different in content and some need to be able to pull on the emotional
heartstrings of people.
Increase
Instagram
follower
level by 20%
in 2 months.
On August 26th they will analyze the data to see if they are
on schedule to achieve the goal.
Promote the Instagram account on their other social media accounts.
This will guide the followers to their Instagram profile. Also, use
pictures that display exactly what The Arc of Shelby County do daily.
These photographs will give a better understanding of the love the
caretakers have for the members.

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VIII. Appendix
Research: (Supporting facts, figures, etc.)
Appendix A:
Political Impact:
1. May disrupt employment operations for participants8
2. Incentivize donors that own businesses9
Environmental Impact:
1. The use and promotion of green company practices would make the Arc appear more
inviting for prospective donors and clients18
Social Impact:
1. Rising awareness of disorders may lead to more volunteer applicants as well as an
increased level of program participation by parents10
2. Clients seeking information or aid specific to autism may increase11

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IX.Collateral Items
#TogtherWeAreARC
What The Arc of Shelby County is seeking to do through social media is to reach 3 key target
markets: Volunteers, Donors/Involved community members and Clients. The Arc of Shelby
County wants to show all of these target markets that they are working together to empower
individuals with disabilities. Posting this hashtag every time The Arc posts a photo on social
media reinforces this idea of community. The Arc of Shelby County should encourage each of
these target markets to use this hashtag on their personal social media when posting about the
services of ARC.
1. Use hashtag when posting Photos on Facebook, Twitter and Instagram
2. Promote the hashtag at each event and fund raiser as well as around The Arc of Shelby
County’s facilities
3. Have volunteers and donors use hashtag to share information or news about The Arc’s
events and services
Example of a Post:
“This is (insert Name). John is a longtime volunteer here at the ARC of Shelby County.
(He/She) works with first and second graders to teach them how to read and write. Through
(He/She)’s willingness to serve along with others like them and through our donors we are
able to see life changed! Click the link here to find out how you can get involved (link).
#TogtherWeAreARC”
Insert Photo of Volunteer.
This is an example of how The Arc of Shelby County can incorporate the ARC hashtag into a
Facebook post. In this post we have clearly explained the hashtag and posted it. This
encourages users who view the post to click on the hashtag to see others who have used the
hashtag as well as past posts ARC has made while using it. This also encourages the user who
views this post to use #TogtherWeAreARC if they decide to make a post mentioning the
services of ARC or to use if posting a photo of an ARC event.

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X. References
1. “Tery Young." YouTube. YouTube. Web. 10 July. 2016.
2. “The Arc Of Shelby County.” Twitter. Twitter. Web. 11 July. 2016.
3. “The Arc Of Shelby County.” Facebook. Facebook. Web. 11 July. 2016.
4. “The Arc Of Shelby County.” LinkedIn. LinkedIn. Web. 11 July. 2016.
5. Young, T. (2016, July 12). Email.
6. Marshall Breeding (2009, October). Social Networking Strategies for Professionals.
Retrieved fromhttp://web.a.ebscohost.com/ehost/detail/detail?vid=3&sid=7dc2a214-
c6ec-4ff2-9ba9-
2f164441e6de%40sessionmgr105&hid=125&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3
d%3d#db=aph&AN=44408335
7. Creedon, A. (2012, December 14). Infographic: Social Media's Impact on Giving in
2012 - Non Profit News For Nonprofit Organizations | Nonprofit Quarterly. Retrieved
July 13, 2016, from https://nonprofitquarterly.org/2012/12/14/infographic-social-
medias-impact-on-giving-in-2012/
8. Hoover, T. (2014). The new age of volunteering: Column. Retrieved July 13, 2016,
from http://www.usatoday.com/story/opinion/2014/03/21/america-volunteers-
community-service-millennials-column/6627419/
9. Small Business/Self-Employed Topics. (n.d.). Retrieved July 13, 2016, from
https://www.irs.gov/businesses/small-businesses-self-employed/tax-benefits-for-
businesses-who-have-employees-with-disabilities
10. Bulanda, J. J., Bruhn, C., Byro-Johnson, T., & Zentmyer, M. (2014). Addressing
Mental Health Stigma among Young Adolescents: Evaluation of a Youth-Led
Approach. Health & Social Work, 39(2), 73.
11. Data & Statistics. (2016). Retrieved July 13, 2016, from
https://www.cdc.gov/ncbddd/autism/data.html
12. Karena, C. (2015, April 13). Assistive technology helping students with disabilities
and learning difficulties succeed. Retrieved July 13, 2016, from
http://www.theage.com.au/national/education/assistive-technology-helping-students-
with-disabilities-and-learning-difficulties-succeed-20150406-1mf6l3.html
13. Assistive technology for kids with LD: An overview | GreatKids. (2015, May 20).
Retrieved July 13, 2016, from http://www.greatschools.org/gk/articles/assistive-
technology-for-kids-with-learning-disabilities-an-overview/
14. How Medicaid Health Care Expansion Affects You. (n.d.). Retrieved July 13, 2016,
from https://www.healthcare.gov/medicaid-chip/medicaid-expansion-and-you/
15. Mckeever, B. S. (2015, October). The Non-Profit Sector in Brief 2015. 1-16. Retrieved
July 13, 2016, from http://www.urban.org/sites/default/files/alfresco/publication-
pdfs/2000497-The-Nonprofit-Sector-in-Brief-2015-Public-Charities-Giving-and-
Volunteering.pdf
16. Giving USA: 2015 America's Most Generous Year Ever. (2016, June 16). Retrieved
July 13, 2016, from
http://www.nationalleadershipinstitute.org/news/400.html?gclid=CNH5iJap7M0CFY4
lgQodFO4ByQ
17. B. (2013, June 12). Most charitable states in America. Retrieved July 13, 2016, from
http://money.cnn.com/2013/06/12/pf/charitable-states/
18. Walker, L. (2013, April 3). 71% of Consumers Think Green When Purchasing.
Retrieved July 13, 2016, from http://www.environmentalleader.com/2013/04/03/71-of-
consumers-think-green-when-purchasing/
19. “Easter Seals.” Facebook. Facebook. Web 29 2012.
20. “Easter Seals.” YouTube. YouTube. Web 29 2012.
21. “Easter Seals.” Twitter. Twitter. Web 29 2009.

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22. “UCP.” Facebook. Facebook. Web 29.
23. “UCP.” Instagram. Instagram. Web 29 2012 (2015).
24. Mission and Values. Retrieved from http://www.thearcofshelby.org/mission/
25. Shier, M. L., & Handy, F. (2012). Understanding online donor behavior: the role of
donor characteristics, perceptions of the Internet, website and program, and influence
from social networks. International Journal Of Nonprofit & Voluntary Sector
Marketing, 17(3), 219-230. Doi: 10.1002/nvsm.1425
26. Shelby County, Alabama (AL). (2016). Retrieved July 19, 2016, from http://www.city-
data.com/county/Shelby_County-AL.html
27. S. (2016). Welcome to an Engaged Community. Retrieved July 20, 2016, from
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