This document provides details for the Green Umbrella Project capital campaign planbook created by Brooklyn Wilson and others for Grand Rapids HQ. The campaign aims to raise funds to replace Grand Rapids HQ's roof. Secondary research focused on donation trends and drop-in center fundraising. The action plan includes objectives to raise $80,000-$120,000 by December 2018 through strategies of communicating the roof's importance and building donor relationships using social media, events, and giveaways.
Diversify Your Fundraising, at introduction to fundraising planning. Worksheets that will help you to take stock of your strengths. An Assets Inventory from the Foundation Center Cleveland.
Webinar presented in Jan \'09 by Direct Response Solutions explores current trends in annual giving and examines ways to meet the challenges annual programs are facing in 2009.
4 Steps to Converting Event Donors Into Long-Term DonorsJono Smith
Your event is over and you have a new pool of donors that have been introduced to your organization. How do you turn this group of one-time supporters into long-term advocates and donors?
Download Event 360's new white paper to learn how to build your donor pipeline by identifying, engaging, qualifying and cultivating your event donors.
Measure of Success: Creating Tools and Process to Report ImpactBloomerang
https://bloomerang.co/resources/webinars/
Marie Palacios will explain what donors want to know, why it is crucial, and how to share your past achievements, so donors contribute to your future goals.
Diversify Your Fundraising, at introduction to fundraising planning. Worksheets that will help you to take stock of your strengths. An Assets Inventory from the Foundation Center Cleveland.
Webinar presented in Jan \'09 by Direct Response Solutions explores current trends in annual giving and examines ways to meet the challenges annual programs are facing in 2009.
4 Steps to Converting Event Donors Into Long-Term DonorsJono Smith
Your event is over and you have a new pool of donors that have been introduced to your organization. How do you turn this group of one-time supporters into long-term advocates and donors?
Download Event 360's new white paper to learn how to build your donor pipeline by identifying, engaging, qualifying and cultivating your event donors.
Measure of Success: Creating Tools and Process to Report ImpactBloomerang
https://bloomerang.co/resources/webinars/
Marie Palacios will explain what donors want to know, why it is crucial, and how to share your past achievements, so donors contribute to your future goals.
Great Things from Small Beginnings: The Importance of Retaining First-Time D...Bloomerang
https://bloomerang.co/resources/speaking/
Fundraisers spend a lot of time acquiring new donors, and with good cause. However, in order to create a long-lasting relationship, the most critical gift isn’t the first; it’s the second.
In this session, Steven Shattuck of Bloomerang will make the case for why development professionals should concentrate on acquiring a donor’s second gift in order to achieve sustainable funding, high donor retention rates and high donor lifetime values.
You’ll see examples that can be implemented by any organization, whether you are a one-person shop or a large development department. The results can be astounding when put into daily use!
“Building relationships isn’t optional in fundraising, it’s inherent in the definition of what fundraising is.”
One cannot overstate how important the concept of ‘relationship fundraising’ is to fundraisers. Since Ken Burnett coined the term in his 1992 book the idea has become one of the dominant modes of thought about fundraising. Yet there is still little agreement among practitioners about what relationship marketing actually is, what a relationship approach might mean for the way we steward our relationships with supporters and crucially, whether it even works.
We’re proud to have partnered with world renowned fundraising expert Dr Adrian Sargeant, technology provider Bloomerang and Rogare, a world-renowned think tank for fundraising, to sponsor groundbreaking research by Dr Adrian Sargeant, Jen Shang and Rogare’s director Ian MacQuillin.
Donor Retention Education w/ Steven ShattuckBloomerang
https://bloomerang.co/retention
This session explores the Fundraising Effectiveness Project report commissioned by AFP and the Urban Institute. The dismal news in this report can and should be an eye opener for every nonprofit engaged in fundraising.
We will focus on the root causes of poor retention rates, and offer tips for improvement based on the principles of Dr. Adrian Sargeant and Tom Ahern: two world-renowned authorities on building donor loyalty. Sargeant and Ahern’s principles are based upon years of research conducted in the sector and can be used by any organization, whether you are a one-person shop or a large department. We will show examples of their principles in action. The results can be astounding when put into daily use!
Learning Outcomes:
Be familiar with current research on donor retention and how an increase or decrease can impact your bottom line
Understand how to calculate your donor retention rate
Learn new donor communications techniques in order to improve donor loyalty and retention
https://bloomerang.co/resources/webinars/
Tammy Zonker will show you a system for taking control of your time; establishing role clarity, priorities and performance metrics for busy fundraising pros.
Crowdfunding and Nonprofits: Creating Successful CampaignsMegan Mcgowan
As crowdfunding platforms grown and nonprofit organizations look for new means of fundraising, it is essential that technology and support develop into a viable environment for nonprofit crowdfunding. The understanding of donor demographics, transactional trust, incentives, components of success and areas fro improvement are critical to improving the current landscape. Nonprofit organizations must realize their investor’s motivations, patterns, and demographics, so they can tailor campaigns. Trust needs to be developed between organizations and crowdfunding platforms, between donors and crowdfunding platforms and between donors and nonprofit organizations. There needs to be incentives for both nonprofits and donors to move from traditional means of online fundraising to crowdfunding platforms. Research into the components of a successful campaign are useful but have shown a lack of resources to develop funded projects. For nonprofit fundraising to be viable, these needs must be addressed.
9 ways nonprofits can connect with supporters and understand why they givedlvr.it
semillasIn an ideal world, generous supporters would give to good causes based on the merits of the mission alone. In the real world, the motivation for giving is much more complex and less rational than a calculated assessment. To successfully connect with potential donors and get them to take action, nonprofit fundraisers and marketers should understand why donors give.
The Importance of Retaining First-Time Donors (And How To Do It)Bloomerang
https://bloomerang.co/resources/speaking/
Fundraisers spend a lot of time acquiring new donors, and with good cause. However, in order to create a long-lasting relationship, the most critical gift isn’t the first; it’s the second.
In this session, nonprofit technology veteran Jay Love will make the case for why development professionals should concentrate on acquiring a donor’s second gift in order to achieve sustainable funding, high donor retention rates and high donor lifetime values.
You’ll see examples that can be implemented by any organization, whether you are a one-person shop or a large development department. The results can be astounding when put into daily use!
How to Raise 25% More from the Right Funders in 2022 and BeyondBloomerang
https://bloomerang.co/resources/webinars/
The fundraising landscape is changing rapidly and the way funders want to work with nonprofits is too. Mallory Erickson will help you start your 2022 off fundraising in the right way.
This presentation provides tips and tools to help nonprofit organizations develop relationships with funders. It focuses on building relationships with corporate funders, strategically communicating to capture a funder's attention, and how to solidify relationships by providing added value.
An Inside Look at the Elusive Planned Giving DonorKatherine Swank
Your prospect pool of deferred major donors is easier to identify and understand than ever before. In this session we'll explore the findings of recently released research projects to shed a stronger light in the quest to detect and profile your best planned gift prospects. You'll learn which demographic and socio-demographic factors were discovered and appear to be prevalent in those that make planned gifts. We'll review the research's varying methodologies to sort out the descriptive indicators you may find easy to data-mine from those indicators that are predictive and require an analytic approach. Finally, we'll discuss which indicators your organization may need to collect directly from your constituents in contrast to those you can easily obtain and append from outside sources. Come aboard for this discovery of the golden era in research on the elusive planned gift donor!
Presentation conceived, researched, written and originally published by Katherine Swank, J.D,, May 2015; Parts of this presentation have been used with permission by Lawrence Henze, J.D. October 2015 and March 2016.
What Women Want: Understanding Women’s Philanthropic ObjectivesKatherine Swank
Women, as a group, are increasingly impacting fundraising efforts in the U.S.; however, their philanthropic objectives can differ significantly from men’s. Women tend to focus on specific sectors and want greater accountability for their gifts. On the whole, women want to create new solutions, seek more contact and control, and want to be kept informed of the results from their giving. Many also seek social networks within the organizations that interest them. If women are among your majority donors, you may need to change the way you speak with them and start listening for their direction.
Original white paper and presentation conceived, researched, written and delivered by Katherine Swank, J.D., 2009 and 2010.
A Wake Up Call for P2P Fundraisers - sponsored by DonorDriveJulia Campbell
It’s NOT business as usual for Non-Profit Organizations. Yesterday's growth drivers are becoming increasingly obsolete; demographic shifts are resetting donor and participant expectations; and the promise of technology to reach new donors has never been more real. Julia Campbell walks you through the three ways to thrive in the new normal for NPOs.
Keynote sponsored by DonorDrive: https://www.donordrive.com/
Great Things from Small Beginnings: The Importance of Retaining First-Time D...Bloomerang
https://bloomerang.co/resources/speaking/
Fundraisers spend a lot of time acquiring new donors, and with good cause. However, in order to create a long-lasting relationship, the most critical gift isn’t the first; it’s the second.
In this session, Steven Shattuck of Bloomerang will make the case for why development professionals should concentrate on acquiring a donor’s second gift in order to achieve sustainable funding, high donor retention rates and high donor lifetime values.
You’ll see examples that can be implemented by any organization, whether you are a one-person shop or a large development department. The results can be astounding when put into daily use!
“Building relationships isn’t optional in fundraising, it’s inherent in the definition of what fundraising is.”
One cannot overstate how important the concept of ‘relationship fundraising’ is to fundraisers. Since Ken Burnett coined the term in his 1992 book the idea has become one of the dominant modes of thought about fundraising. Yet there is still little agreement among practitioners about what relationship marketing actually is, what a relationship approach might mean for the way we steward our relationships with supporters and crucially, whether it even works.
We’re proud to have partnered with world renowned fundraising expert Dr Adrian Sargeant, technology provider Bloomerang and Rogare, a world-renowned think tank for fundraising, to sponsor groundbreaking research by Dr Adrian Sargeant, Jen Shang and Rogare’s director Ian MacQuillin.
Donor Retention Education w/ Steven ShattuckBloomerang
https://bloomerang.co/retention
This session explores the Fundraising Effectiveness Project report commissioned by AFP and the Urban Institute. The dismal news in this report can and should be an eye opener for every nonprofit engaged in fundraising.
We will focus on the root causes of poor retention rates, and offer tips for improvement based on the principles of Dr. Adrian Sargeant and Tom Ahern: two world-renowned authorities on building donor loyalty. Sargeant and Ahern’s principles are based upon years of research conducted in the sector and can be used by any organization, whether you are a one-person shop or a large department. We will show examples of their principles in action. The results can be astounding when put into daily use!
Learning Outcomes:
Be familiar with current research on donor retention and how an increase or decrease can impact your bottom line
Understand how to calculate your donor retention rate
Learn new donor communications techniques in order to improve donor loyalty and retention
https://bloomerang.co/resources/webinars/
Tammy Zonker will show you a system for taking control of your time; establishing role clarity, priorities and performance metrics for busy fundraising pros.
Crowdfunding and Nonprofits: Creating Successful CampaignsMegan Mcgowan
As crowdfunding platforms grown and nonprofit organizations look for new means of fundraising, it is essential that technology and support develop into a viable environment for nonprofit crowdfunding. The understanding of donor demographics, transactional trust, incentives, components of success and areas fro improvement are critical to improving the current landscape. Nonprofit organizations must realize their investor’s motivations, patterns, and demographics, so they can tailor campaigns. Trust needs to be developed between organizations and crowdfunding platforms, between donors and crowdfunding platforms and between donors and nonprofit organizations. There needs to be incentives for both nonprofits and donors to move from traditional means of online fundraising to crowdfunding platforms. Research into the components of a successful campaign are useful but have shown a lack of resources to develop funded projects. For nonprofit fundraising to be viable, these needs must be addressed.
9 ways nonprofits can connect with supporters and understand why they givedlvr.it
semillasIn an ideal world, generous supporters would give to good causes based on the merits of the mission alone. In the real world, the motivation for giving is much more complex and less rational than a calculated assessment. To successfully connect with potential donors and get them to take action, nonprofit fundraisers and marketers should understand why donors give.
The Importance of Retaining First-Time Donors (And How To Do It)Bloomerang
https://bloomerang.co/resources/speaking/
Fundraisers spend a lot of time acquiring new donors, and with good cause. However, in order to create a long-lasting relationship, the most critical gift isn’t the first; it’s the second.
In this session, nonprofit technology veteran Jay Love will make the case for why development professionals should concentrate on acquiring a donor’s second gift in order to achieve sustainable funding, high donor retention rates and high donor lifetime values.
You’ll see examples that can be implemented by any organization, whether you are a one-person shop or a large development department. The results can be astounding when put into daily use!
How to Raise 25% More from the Right Funders in 2022 and BeyondBloomerang
https://bloomerang.co/resources/webinars/
The fundraising landscape is changing rapidly and the way funders want to work with nonprofits is too. Mallory Erickson will help you start your 2022 off fundraising in the right way.
This presentation provides tips and tools to help nonprofit organizations develop relationships with funders. It focuses on building relationships with corporate funders, strategically communicating to capture a funder's attention, and how to solidify relationships by providing added value.
An Inside Look at the Elusive Planned Giving DonorKatherine Swank
Your prospect pool of deferred major donors is easier to identify and understand than ever before. In this session we'll explore the findings of recently released research projects to shed a stronger light in the quest to detect and profile your best planned gift prospects. You'll learn which demographic and socio-demographic factors were discovered and appear to be prevalent in those that make planned gifts. We'll review the research's varying methodologies to sort out the descriptive indicators you may find easy to data-mine from those indicators that are predictive and require an analytic approach. Finally, we'll discuss which indicators your organization may need to collect directly from your constituents in contrast to those you can easily obtain and append from outside sources. Come aboard for this discovery of the golden era in research on the elusive planned gift donor!
Presentation conceived, researched, written and originally published by Katherine Swank, J.D,, May 2015; Parts of this presentation have been used with permission by Lawrence Henze, J.D. October 2015 and March 2016.
What Women Want: Understanding Women’s Philanthropic ObjectivesKatherine Swank
Women, as a group, are increasingly impacting fundraising efforts in the U.S.; however, their philanthropic objectives can differ significantly from men’s. Women tend to focus on specific sectors and want greater accountability for their gifts. On the whole, women want to create new solutions, seek more contact and control, and want to be kept informed of the results from their giving. Many also seek social networks within the organizations that interest them. If women are among your majority donors, you may need to change the way you speak with them and start listening for their direction.
Original white paper and presentation conceived, researched, written and delivered by Katherine Swank, J.D., 2009 and 2010.
A Wake Up Call for P2P Fundraisers - sponsored by DonorDriveJulia Campbell
It’s NOT business as usual for Non-Profit Organizations. Yesterday's growth drivers are becoming increasingly obsolete; demographic shifts are resetting donor and participant expectations; and the promise of technology to reach new donors has never been more real. Julia Campbell walks you through the three ways to thrive in the new normal for NPOs.
Keynote sponsored by DonorDrive: https://www.donordrive.com/
Refining, Prioritizing, Expanding: Social Media in Advancement 2015Michael Stoner
This white paper explores how higher ed advancement offices around the world are using social media in alumni engagement, outreach, and fundraising. We learned that while institutions are using social media successfully, they have a difficult time assessing how successful they really are. However, that hasn't stopped progressive institutions from using social media in fundraising campaigns, for crowdfunding initiatives and for successful giving days. Download at: http://bit.ly/CASESocial15
Fund DevelopmentThis chapter will present the basics of fundra.docxshericehewat
Fund Development
This chapter will present the basics of fundraising, including the annual campaign, direct mail, special events, major gifts, and planned gifts. The concept of moving donors from annual giving to major gifts and planned gifts will be presented. This chapter will also explore donor motivation and present a fundraising strategy based on the concept of providing donors with opportunities rather than approaching fundraising as a “begging” activity. Begging is not a strategy to raise funds. The alternative to begging for funds is to have a well-developed fundraising program. Even if the organization employs a professional fundraiser, the administrator is still the chief fundraising officer and, as such, will develop professional fundraising skills or risk becoming the chief beggar for the organization. Securing resources for the organization is ultimately the responsibility of the board of directors, but it is the administrator’s responsibility to develop and oversee a well-developed fundraising program. Effective fundraisers work from a strategic fundraising plan that is long term, has specific goals, and uses a variety of fundraising methods and techniques. The organization’s financial strength can be developed and maintained only through a fundraising strategy that is diversified by using many different fundraising approaches appropriate for their various categories of donors. Fundraising must be approached as any other major project in that it requires the administrator to develop a plan. The planning process for fundraising includes the same steps as any other planning process. As the administrator, you must set goals, allocate resources, develop action steps and timelines. and then evaluate the process. There are many “truisms” in fundraising, but the one most important to remember is that “people give to people, not to organizations.” This is another way to say that fundraising is really “friend-raising.” The people that will give money to your organization are those who share a passion for the mission of the organization and who trust that their money will be used wisely. It is the responsibility of the administrator to develop and nurture relationships that will financially sustain the organization. Another truism is that people will not give anything to meet your agency needs, but they will give when presented with the opportunity to invest in an organization that will make a difference in the lives of others. People will give when they think they can make a positive difference in something they care about. At whatever level of fundraising activity, your approach should be to present opportunities that will make a positive impact in the lives of the people your organization serves and not to present the “needs” of the agency.
11Fund Development
Copyright 2014. SAGE Publications, Inc. All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or app ...
This is the final presentation booklet from my COM 353 course. Our team, "Royal Public Relations," created this capital campaign for our client, Almost Home Kids in Naperville, Illinois.
What Drives Giving: The Heart or Brain: Major Gifts, Planned Gifts & Donor Retention was presented at the 2023 Nonprofit Academy in St Mary's PA and focuses on the power the heart plays in Major Gifts and Planned Giving through conducted research and the personal experience of Gary Bukowski in his fundraising effort to make a difference in Higher Education, with Intellectually Challenged Individuals and most recently at Sarah A Reed Children's Center with children with behavioral challenges. Six donor case studies are reviewed. Recent research is used from the recent book The Embodied Mind by Thomas Verny MD and recent fundraising research. Plus, the author has provided a plethora of resources for the fundraising professional to help them in developing a major gift and planned giving program or enhance their present efforts.
The Power of Fundraising_ 7 Effective Ideas.pdfdanielnoah487
In a world where kindness and empathy can make a profound difference, fundraising stands as a beacon of hope. Whether you’re championing a humanitarian cause or striving to make a positive impact in your community, effective fundraising can propel your mission forward. At Stychno Humanitarian Foundation, we understand the importance of maximizing your efforts to create lasting change. That’s why we’re here to share seven invaluable tips to supercharge your fundraising endeavors.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
3. 2
Grand Rapids HQ is a nonprofit organization that is a drop-in center for youth ages 14
thru 24 who are experiencing unsafe or unstable housing. They are launching a mini capital
campaign named, the “Green Umbrella Project.” This project’s purpose is to raise funds to
replace the Grand Rapids HQ roof, which will make their space more energy efficient. This
proposed campaign will help to improve current strategies. This campaign will help to reach the
goal of this campaign, through research, strategies, and evaluation of those strategies.
Secondary Research
Methodology
Secondary research for this campaign was conducted by using Grand Valley’s Summon
database and Google search. Grand Valley’s Summon database was used because of the
campaign’s focus on Grand Valley State University’s (GVSU) students, so it was a starting point
to try and gather information as close to GVSU as possible. It was, also, an easily accessible
database to be used by a Grand Valley student. The use of Google search was to provide
information on less scholarly sources, but with a wide range of information. The easy-to-use
quality of Google search provided a beneficial use to the secondary research . The keywords
used to provide results were different combinations of, “fundraising,” “donations,” “drop-in
centers,” “youth,” and “income.” This allowed the opportunity to access a variety of scholarly
journals and articles pertaining to the subject.
The use of secondary research was to establish an understanding the motivation of
donating habits, and how to more successfully advertise to them to encourage donations. This
4. 3
helps to create a preliminary source of information to begin creating objectives, tactics, and
strategies.
Social Media
In order to effectively create a campaign for an organization that helps underserved
youth, it is important to have an understanding of their characteristics and find a way to reach
them. Homeless youth are found to be very active on social media and use sites to communicate
with a diverse social network to talk about their issues. The majority of these youth are also
reported to connect with family and home-based peers via SNS, and many used social media to
communicate with caseworkers (Barman-Adhikari et al., 2016). Therefore, social media can be
used for accessing, educating and intervening with this group that tends to be hard to reach. If
our campaign were able to utilize social media to promote the organization,
Fundraising for Drop-Ins
Receiving donations for any type of non-profit organization can be difficult, but there are
certain measures that can be taken to increase the effectiveness of fundraising. First, there are
many different sources of funding to consider, including private donors, charitable foundations
and local, state or federal governments (Slesnick et al., 2008). Some suggest seeking private or
federal funds, as opposed to local funds, because it decreases the competition with other agencies
in the area that are also trying to collect from those local sources.
There are also several strategies for raising funds that an organization can employ to
increase their probability of receiving a larger amount of donations. One strategy is to use
5. 4
evidence-based strategies, which shows potential donors the successes and accomplishments of
the organization (Zerger, 2002). It is important to reassure donors that their money is going
toward a cause that is credible and produces positive results. In a survey of Michigan drop-in
centers serving adults, Holter and Mowbay (2005) found that an organization’s experience and
expertise in grantsmanship, community networking and coalition building are integral to
financial success for nonprofits. It is especially beneficial for an organization to be highly
involved in the community because it shows their commitment to helping other local companies
and individuals succeed, which motivates individuals to want to give back to that organization. It
creates opportunities for relationship-building among the organization and key donors within the
community.
Average Household Income
Factors such as household size and location are considered when it comes to determining
the income of lower, middle and upper class households. According to the Pew Research Center
middle class or “middle income” Americans are defined “as adults who annual household
income is two-thirds to double the national median, after incomes have been adjusted for
household size” (Amadeo, Kimberly, n.d.). The Urban Institute, in the United States in 2014
lower class incomes were defined at $30,000-$49,999, middle class at $50,000-$99,999 and
upper class at $100,000-$349,999. These numbers have changed over the years due to population
increases, state of living and household numbers. Most recently, according to the 2016 United
States Census Bureau the median household income for Grand Rapids, Michigan is $42,019.
6. 5
From this research, the target audience was defined at individuals and families with a middle to
upper class income of $50,000 or more a year in the greater Grand Rapids area.
Repeat Donations
When it comes to donating, it is important not only to gain donors, but also to encourage
repeat donations. This is a problem because between “60-70% of donors” fail to donate the
following year (Chung, n.d). A way this can be accomplished is by using a “celebratory tone” in
communication to the donors (Chung, n.d.). This tone can be used to celebrate the donors last
donation, which practice positive reinforcement of donating to the cause or organization. In
addition to thanking the donor for their contribution, messaging can be used to celebrate “what
the donation accomplished” which validates its importance by showing how a “direct, concrete
result” (Chung, n.d.). Additionally, “people who have positive experiences with giving will be
more likely to give again” (Oppenheimer, p. 205, 2015). People were “more than 2.5 times as
likely to donate when they knew that their gift would not go to overhead compared with a control
condition” and tended to give more because of this reason (Oppenheimer, p. 206, 2015) By
putting the donor at the center of the communication and using “you,” this can be a way to
increase the frequency of donations.
Donor Motivation
There are many reasons why a person will donate to an organization or cause. One
reasons is that “donors give in response to social pressure or to fit in with social norms”
(Oppenheimer, p. 204, 2015). On the other hand, donors may “give in homage to their religion or
7. 6
faith” this is because they believe it can provide spiritual benefits (Oppenheimer, p. 204, 2015).
Another reason is that donors may give to “help themselves indirectly,” such as an exchange for
tangible goods and services (Oppenheimer, p. 204, 2015). Another interesting contribution to
donating is the use of an image of eyes. For example, a picture of eyes “displayed on collection
box resulted in a 48% of increase” of donations (Zagefka & James, p. 183, 2015). Another
contribution of giving is the option to donate “publicly or privately” and “offering support
buttons or wristbands increase the likelihood that donors will donate” (Zagefka & James, p. 159,
2015). This gives the donors a tangible gift for their donation and allows them the option to
choose whether they want to be named. If an identifiable person is featured “positive mood and
feelings of general happiness’ boost donations (Zagefka & James, p. 161, 2015). This can be
used instead of depicting a negative situation in communication to the audience. Lastly, people
are more likely to donate “if victims are making effort to better situation (Zagefka & James, p.
170, 2015). This is something that applies directly to Grand Rapids HQ because that is a main
goal.
Benefits of Donating
A finding that has frequently emerged is that “giving to charity reliably increases
the donor’s well-being” (Oppenheimer, p. 205 2015). Additionally, the more a donors
understands the effect that their gift has had, the more they psychologically benefit
(Oppenheimer, p. 208, 2015).
Target Audience
8. 7
The target audience is defined as individuals and families with a middle to upper class
income of $50,000 or more per year in the greater Grand Rapids area. The following
demographics tend to donate more than their counterparts: women, higher educated people,
married people, people with children (Zagefka & James, p. 156, 2015). Also, people “over that
age 60 are 6 times more likely to donate than those under 30” (Zagefka & James, p. 157, 2015).
Action Plan
Objectives
Our objectives are to raise between $80,000 and $120,000 through donations by
December 2018 and to bring traffic of at least 1,000 individuals to the Grand Rapids HQ Green
Umbrella Project landing page by December 2018. These will be implemented by using two
strategies with six tactics.
Strategies
The first strategy involves communicating the roof as essential to providing protection for
the unsafe and unstable youth. This would be accomplished by the Facebook campaign, a flash
mob with green umbrellas, flyers and the website landing page for the Green Umbrella Project.
Our Facebook campaign would be composed of daily posts relating to our key and secondary
messages (Appendix C & D). These messages will be targeted towards females who are mothers
between the ages of 30 and 60 years and have a medium income of $50,000 (Amadeo, Kimberly,
n.d.; Zagefka & James, p. 156, 2015). This is because these specific characteristics contribute to
higher charitable donations. The flash mob with green umbrellas will take place in Rosa Parks
9. 8
Circle during the months of June, July and August of 2018 during one of the movie nights in the
park. They will reiterate the green umbrella theme into people’s minds by physically seeing the
umbrellas in the park. Flyers will be posted around the local community areas to raise awareness
of Grand Rapids HQ and to encourage word of mouth (Appendix B).
The second strategy is building a stronger relationship with donors. This would be
accomplished by hosting a kick-off party for the public portion of donations. This event will
have a press release for media contacts for Grand Rapids HQ (Appendix E). The press release
will be sent out two weeks before the event. This press release will inform the public and donors
about the event to spark interest in attending. At the event, there will be pledge cards where
event attendees can pledge to be green in support of the eco-friendly roof that the funds are being
raised for (Appendix F). In addition, to further encourage donations, there will be green
umbrellas handed out to donors who donate $100 or more. This is because donors may give to
“help themselves indirectly,” such as for an exchange for tangible goods and services
(Oppenheimer, p. 204, 2015). Therefore, providing a tangible gift that is a symbol for the
initiative and is useful to the donor can benefit both parties involved. The green umbrellas that
are given away will be used and will help to create a connection between a green umbrella and
Grand Rapids HQ on the streets of Grand Rapids.
Key messages
● We can’t give the youth protection without a new roof.
Secondary Messages
● Raise our Roof: Roof for Youth
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● Every donation counts
● Help starts with protection, protection starts with a roof, the roof starts with YOU
Timeline
Evaluation
Our objectives for this campaign are to raise between $80,000 and $120,000 through
donations by December 2018 and to bring traffic of at least 1,000 to the Grand Rapids HQ
landing page by December 2018. We will evaluate the amount of money raised by the final total
of donation dollars at the end of December 2018. In addition, we will track the amount of visits
to the main websites landing page in order to determine if 1,000 people visited the homepage.
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Appendix A
References
Ask Donors to Give Again with Positive Reinforcement. (n.d.). Retrieved March 24, 2018, from
https://www.classy.org/blog/asking-donors-to-give-again-through-positive-reinforcement/
Barman-Adhikari, A., Rice, E., Bender, K., Lengnick-Hall, R., Yoshioka-Maxwell, A., &
Rhoades, H. (2016). Social Networking Technology Use and Engagement in
HIV-Related Risk and Protective Behaviors Among Homeless Youth. Journal Of Health
Communication, 21(7), 809-817. Retrieved from
http://web.a.ebscohost.com.ezproxy.gvsu.edu/ehost/pdfviewer/pdfviewer?vid=8&sid=4d
4c60e1-4bbb-4385-8885-15a5f27a10e8%40sessionmgr4008.
Cramer, B. (2009, June). Increase Donations in a Down Economy? With Social Media, Yes, You
Can! Nonprofit World; Madison, 27(3), 8–9.
Heyman, D. R. (2015). Nonprofit Fundraising 101. Newark, NJ, UNITED STATES: John Wiley
& Sons, Incorporated. Retrieved from
http://ebookcentral.proquest.com/lib/gvsu/detail.action?docID=4444879
Holter, M.C., & Mowbray C.T. (2005). Consumer-run drop-in centers: program operations and
costs. Psychiatric Rehabilitation Journal, 28, 323–331.
Janke, M. J., & CauseVox. (2016, June 01). How To Get More Donations For Your Nonprofit Or
Cause. Retrieved March 24, 2018, from
https://www.causevox.com/blog/5-ways-to-get-more-donations/
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Oppenheimer, D. M. (2015). Increasing Donations and Improving Donor Experiences: Lessons
From Decision Science. Policy Insights from the Behavioral and Brain Sciences, 2(1),
203–210. https://doi.org/10.1177/2372732215600884
Slesnick, N., Glassman, M., Garren, R., Toviessi, P., Bantchevska, D., & Dashora, P. (2008).
How to open and sustain a drop-in center for homeless youth. Children and Youth
Services Review, 30(7), 727–734. http://doi.org/10.1016/j.childyouth.2007.12.004
The Reparation Effect: Indulgent Consumption Increases Donation Behavior. (2010). Advances
in Consumer Research, 37, 527–528.
The Role of Brand in the Nonprofit Sector (SSIR). (n.d.). Retrieved from
https://ssir.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector
Zagefka, H., & James, T. (2015). The Psychology of Charitable Donations to Disaster Victims
and Beyond. Social Issues and Policy Review, 9(1), 155–192.
https://doi.org/10.1111/sipr.12013
Zerger, S. (2002). Substance abuse treatment: what works for homeless people? National Health
Care for the Homeless Council.
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Appendix C
Social Media Tactics
We believe hot meals are the cornerstone to belonging, and that access to nutritious, delicious food is a
human right. Make a Meal for HQ and support Grand Rapids youth. https://hqgr.org/makeameal
Join us on Sunday, May 6 from 1:30- 4:30 PM for the Walk for Good Food! The Walk for Good Food is a
walk throughout downtown Grand Rapids that raises money and awareness for food justice in our
community. https://hqgr.org/walk-for-good-food-2018/
Help starts with protection, protection starts with the roof, the roof starts with YOU! Donate to our green
umbrella project today and insure the youth of Grand Rapids continues to have a safe place with HQ.
#RoofForYouth www.HQGR.org/greenumbrellaproject
Pledge to be green and support our Green Umbrella project to restore our roof and create an eco-friendly
future for our youth. #RoofForYouth www.HQGR.org/greenumbrellaproject
We need you! Donate to our green umbrella project and help ensure the future of our operation.
#RoofForYouth www.HQGR.org/greenumbrellaproject
We can’t protect the youth without a roof. Donate to our green umbrella project today and insure the
future of HQ. #RoofForYouth www.HQGR.org/greenumbrellaproject
Today we launch our Green Umbrella project with the goal of funding a new green roof for our facility.
Our old roof is is a the end of its life and is needs to be be replaced to insure the future of our program. A
new green roof will provide protection for our youth and our environment. Help raise our roof and
support Grand Rapids’ youth.
#RoofForYouth www.HQGR.org/greenumbrellaproject
A green roof can provide protection for our youth and our environment. A donation to our green umbrella
project is a donation to the future of Grand Rapids. #RoofForYouth
www.HQGR.org/greenumbrellaproject
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Appendix E
News Release
NEWS RELEASE Contact: Luke Petsch
lpetsch@hqgr.org
Grand Rapids HQ to throw event for Green Umbrella Project
GRAND RAPIDS, Mich., June 1, 2018 - Grand Rapids HQ will hold an event on Thursday, September
13 to launch their Green Umbrella Project, a campaign aimed at raising funds to replace their roof, do
masonry work and improve the sealing around their windows. It will be held at The Venue at the
Highlands.
The event will kick off the public portion of their fundraising efforts and will include drinks and
appetizers for guests. Their goal is to raise between $80 and $120 thousand to repair roof leaks that have
caused water damage to walls and furniture.
“A roof is the most essential requirement for creating a safe and protective environment for our youth
members,” said Luke Petsch, Development Director of GRHQ. “Some of the leaks were visible while we
were open for drop in and seen by members, which compromises the sense of safety we strive to create.”
The new roof will also be made from reusable and energy-efficient materials in order to become LEED
certified and reduce their environmental impact. Since the roof is already at the end of its expected life
cycle, HQGR saw it as an opportunity to make their space more environmentally friendly in the process.
Grand Rapids HQ plans to start the renovation process of their new roof in early october. This campaign
will not only help the at-risk youth, but will benefit the community as a whole by developing future
leaders.
For more information, visit: www.HQGR.org/greenumbrellaproject.
About Grand Rapids HQ:
Grand Rapids HQ is a drop-in center for youth ages 14 through 24 who are experiencing unsafe or
unstable housing. Their mission is to create a safe and affirming space for youth to find rest, build
connections and pursue their passions to realize their dreams. They provide meals, showers, laundry
services, employment and educational resources, housing support, and more. For more information on
HQGR, visit: https://hqgr.org/.
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