Marketing Plan for Bridge of Faith Home

Marketing Plan

Prepared for:
Carol Reza
Bridge of Faith
bridgeoffaith@att.net
(562) 322-5265
13979 Mulberry Dr. Whittier, CA 90605

Prepared by:
Emily Briggs
Senior Marketing Student
Biola University

Advisor:
Les Harman
Associate Professor of Marketing
Biola University
Crowell School of Business

May 2015

Executive Summary

Bridge of Faith is a non-profit organization that seeks to serve women after
emancipation from foster care through the provision of a H.O.M.E. (Home Opportunity
Meets Emancipation) in Whittier, CA. Founded in 1996 as a prison ministry by Carol
Reza has now transformed into a place where those who are coming out of foster care
can call home for the first time. The residents have to meet no age or location
requirements and there are no restrictions in their length of stay. The research
conducted for this plan consists of meetings with the executive director from February
28, 2015 to May 2, 2015, 5 current H.O.M.E. resident interviews, 5 Up*Scale
Collectables Interviews, 6 Alumni interviews, 6 Board of Director interviews, 10
volunteer interviews, and 2 board meetings. This research was conducted in order to
discover areas of high and low satisfaction within the organization to effectively solve
the problems and communicate its success.

Strengths Discovered
● Many of the alumni are setting and achieving goals they never thought possible
because of Bridge of Faith.
● The board of directors feels as though they are a part of a family.
● 8 out of 10 current and past residents interviewed received the services they
desired upon entering into the home.

Problems Addressed in the Plan
● Lack of communication of the mission statement to volunteers, customers at
Up*Scale Collectables, and residents in the H.O.M.E.
● Lack of success stories, outputs, and outcomes recorded and communicated.
● Lack of donor/board of directors/volunteer involvement in solving the problems
of the organization with little to no interaction with the residents in the H.O.M.E.
directly.

Some of the Primary Recommendations in the Plan Include:
Internal Recommendations
● Communicate with each volunteer the mission of Bridge of Faith and document
their skills and hopes for involvement to best utilize them.
● Collect Success stories through a document that will be at the store, given to the
board, given to the girls in the home, to all volunteers, and to those attending the
● events.
● Create a documentary that will capture individual success stories to demonstrate
the greater mission of the organization to be communicated to potential
stakeholders.

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External Recommendations
● Partner with CareerWise to better answer to the needs of the residents and to
improve appearance to donors.
● Mentorship opportunity for the board members and potentially donors to
participate in to help cater to the individual unmet needs of the girls in the
H.O.M.E.

Promotion Recommendations
● Create a blog that can act as a monthly newsletter. Various individuals
throughout the organization can take ownership of the blog for the month.
● Fact sheet to be placed where the foster girls are to communicate the mission,
success stories, and any vacancies.
● Website strategies to include success measurements for the store and Bridge of
Faith.

Fundraising Recommendations
● Mentorship program from leadership of Bridge of Faith to donors.
● Track donor giving per individual;; where their donations are going towards and
how they can be more involved.

Dear Carol,

Thank you so much for allowing me to work with you and your beautiful
organization. I will never forget the stories I’ve cried over and the amazing people I’ve
met along the way. I am now so inspired to pursue working with nonprofits in my future
career. Thank you for being a crucial role in that and for all that you do for our
community and for the girls who have never had a place to call home. God does big
things through you and your caring heart.

Thank you,

Emily

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Table of Contents

I. Current Situational Analysis………………………………………………..3
Internal Environment……………………………………………………………….3
External Environment……………………………………………………………..15
II. Marketing Area Analysis…………………………………………………….19
III. Marketing Objectives………………………………………………………….21
IV. Marketing Strategies…………………………………………………………..23
Internal Marketing Strategies…………………………………………………23
External Marketing Strategies………………………………………………...75
V. Promotion and Awareness………………………………………………...81
VI. Fundraising Strategies……………………………………………………….88
VII. List of Marketing Activities………………………………………………..97
VIII. Marketing Costs………………………………………………………………….99
IX. List of Research Conducted……………………………………………..100

I. Current Situation Analysis

Bridge of Faith was founded in 1996 by Carol Reza in Whittier, California. After working
with women within the prison system she quickly found out that a majority of the
individuals had previously been in the foster system and found themselves ill prepared
for adulthood upon emancipation. Bridge of Faith’s core purpose is to provide a sense of
permanency for these women and does so through their three homes in the Whittier
area. They have a large twenty room house called H.O.M.E. (Home Opportunity Meets
Emancipation), a second residential home for one mother and one child, and a third was
opened for those women who are more independent with children. Bridge of Faith also
has a thrift store called Up*Scale Collectibles that acts as a fundraising arm for the
organization, a place for the residents to gain job experience, as well as acts to raise
awareness for the organization. Their rehabilitation program is called VIP (Value,
Importance, and Purpose). It is established to provide a nurturing environment for the
women to recover from previous trauma and to learn how to live a healthy lifestyle.

Internal Environment

Purpose:

The purpose of this section is to provide insight on the current operations of the
organization. This section also seeks to uncover problems and weaknesses that the
organization faces. Each section addresses areas that are strong, may need
improvement, definitely need improvement, and /or should continually be monitored in
the future.

A. Mission Statement

Personal Evaluation: The Bridge of Faith mission statement is strong in
describing the uniqueness of the organization in a clear and concise manner. It
definitely needs improvement as it lacks to provide the geographic location and it
is not effectively communicated to volunteers and customers at Up*Scale Collectables
and in the HOME.

Current Mission Statement: Providing a HOME, emotional support, and life-skills
to girls who have aged out of foster care, and women facing homelessness.

Strong:
● The mission statement speaks to whom they serve (Client meeting #1)
● The mission statement speaks to what they do (Personal Observation).

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● The mission statement is utilized on the website and across the board of directors
(Website #1, ALumni Interview #2, Board Interview #1-2).

May Need Improvement:
● The phrase,“Providing a sense of permanency” is communicated across the
organization but it is not in the mission statement (Client meeting #1).

Definitely Needs Improvement:
● The mission statement does not give geographic location (Personal Observation).
● It does not communicate a main differentiating factor that they have no time
limit, age limit, or location limit (AI#2, BI #3, Client meeting #1).
● The mission statement may need to specify what they mean by homelessness, as
the girls still have to be from foster care, the homeless aspect is to encompass the
the older generation of women (Client Meeting#1, BI #3).
● The mission statement is not communicated to customers or volunteers
effectively (CI #1, CI #5-8, Volunteer Interviews #6-10).

B. Overall Assessment of Success Measurements

Overview: Bridge of Faith views themselves having been successful when a woman has
reached the point of emotional stability and has achieved the life skills necessary to live
on their own. Their success is communicated through the stories of the women. The only
individual who knows the stories is Carol, the founder. They are not documented. The
women are not evaluated thoroughly enough upon entrance and are not evaluated at all
upon exit. There is no number kept of the amount of women who have entered or exited
the program. Success of the organization at a macro level is measured through the
amount of donations received in the thrift store, the funders gained, and the overall
awareness of the organization.

Personal Evaluation: Bridge of Faith’s measurements for success are strong
because they are communicated through the stories of the individuals. It May need
improvement in the thoroughness of the initial evaluation of the girls. Success
measurements definitely need improvement in tracking the amount of individuals
who are served through B.O.F., evaluations throughout their stay at the HOME as well
as a need for an evaluation upon exiting the program.

1. Success Stories Assessment

● Recently recorded Rose’s story on video. It is someone from outside of the
organization who created it. This videos should be utilized on the website and
social media and there needs to be a system in place to continue to create videos
(Client Interview #1).

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Definitely Need Improvement:
● Carol is the only one who knows the success stories and communicates them.
There needs to be other individuals who are empowered to share and speak on
the organization's behalf (BI #1).
● Documentation of each individual’s success story (Client Interview #1).
● Communicating success stories on the website (Personal Observation).
● Communicating success stories to the volunteers and customers at Upscale
Collectables (CI #5-8, Volunteer Interviews #6-10).

2. Output Measurements Assessment

● Bridge of Faith has no documentation of the number of individuals served
through the program (Client Interview #1, BI #2)
● Bridge of Faith may consider documenting these output measurements:
1. The number of women who have completed the program (BI #2).
2. The amount of women who have gone through the program and have
gotten a college education (CI #1, #3).
3. The number of women who now live on their own (CI #2, #3).
4. The number of women who now serve those who have struggled with the
same issues as they struggled with upon entrance into B.O.F. (CI #1, #2,
#3).
5. The number of women who still keep in contact with the members of BOF
regularly (AI#1-5).
6. The amount of donations they receive and sell monthly (Personal
Observation).

3. Outcomes Measurements Assessment

● There is a brief primary evaluation upon entrance into the program. It may need
to be made more thorough. For example, a client explained she would have
written down a need for counseling if there was a way to in the beginning.
Because she didn’t write it down she hasn’t received counseling and would like to
(CI #1, AI#5).

Definitely Need Improvement:
● BOF does not have an evaluation of the individuals upon completion of the
program (Client Interview #1).
● BOF does not have an evaluation of the individuals throughout their stay at BOF

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● Outcome measurements that may want to be considered is their loneliness and
lack of family upon entrance then if they feel like they have stability and a family
upon exiting (AI#1,2).
● Another measurement that may want to be considered would be how able they
feel they can live a successful life (education, career, family, everyday tasks) upon
entrance and exit (CI #1,2).
● Girls need to establish specific goals they desire to complete upon entrance of the
program, strategic plan with how they are going to reach their goals and have
monthly evaluations to track their success then exit the program once their goals
have been met (BI #8).

C. Marketing Decision Making
Personal Assessment: BOF’s marketing decision making process Definitely
Needs Improvement as the individual on the board who was helping with marketing
related issues does not have the time to put into the organization, therefore all
responsibilities fall onto Carol.

● The only individual on the board that has any marketing experience and who
built their website is unable to put in the time due to school and work (Client
Interview #1).
● All decisions are made by Carol and completed by Carol (BI#1, 2, 3, VI#1).
● There are no marketing efforts dedicated to the Upscale Collectables therefore
there is a lack of awareness (BI#1, Board Meeting #2).
● There is no marketing budget (Client Interview #1).

D. Current Tracking/Research Systems Assessment
Personal Assessment: BOF’s current tracking system assessment definitely needs
improvement. There is no record of information of individuals who are being served
by BOF or customers who make purchases from Upscale Collectables.

● BOF does not have information recorded that identifies how customers have
heard about them (Client Interview #1).
● BOF does not have a formal method for recording or collecting customer
complaints and does not view this as being important (Client Interview #1).
● BOF does not know the products the customers are intersted in buying at
Up*Scale Collectables.
● BOF does not have a tracking system to measure if the services provided in the
H.O.M.E. produces success throughout the resident’s stay.

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Tracking Systems that Could Benefit BOF:
● Record of the customers at Up*Scale Collectables and the products they want to
see in the store.
● Database of complaints from board members, volunteers, Up*Scale Collectables
customers, and H.O.M.E. residents.
● Google Analytics to measure traffic on Bridge of Faith website.
● Record of current H.O.M.E. residents needs and how those needs are being
fulfilled. To be tracked after each service provided and compiled onto H.O.M.E.
success database.

E. Primary Decision-Maker Needs Assessment
Personal Assessment: A Very Strong and common need seen throughout the
organization is a desire for a place of permanency, this encompasses the need to have
a place to call their own as well as to belong to a family.

Customer Needs: The below categories are the primary reasons BOF’s customers
chose BOF.
1. A place to belong and call home (CI #1-5, AI#1-2, 6).
2. A family - stability, support, advice (CI #1- 5, 10, VI#11).
3. How to have a healthy lifestyle (CI #1,5, 6, 10, AI#1-2).
4. Job skills (CI #1, 6, AI#1-3).
5. No age limit, time limit, or location restrictions (CI #6, AI#1-2).
6. Education (CI#1, AI#1-3).
7. In home therapy (CI#1, AI#2-5).
8. Connection to good people (CI #1, 5, AI#5).
9. Courage to be independent (CI #6, AI#1).
10. How to sit and eat at a dinner table (CI #1, AI#1).
11. Legal support (AI#5).

Needs that aren’t being met:
1. One on one professional counseling services (CI #1, AI#2, BI #2).
2. Awareness of organization goals to encourage customer participation (CI#1, 10,
BI #2,).
3. Specific resources for furthering education and finding jobs (CI #1, AI#4).
4. Legal support (AI#5).

F. Primary Decision-Maker Satisfaction Assessment
Personal Assessment: BOF primary decision-maker satisfaction is very strong
because for the most part they are receiving the needs they came into the home
needing and through the fulfillment of those needs success is achieved as seen in
alumni interviews. There is definitely a need for further communication about the

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organization’s mission and goals to the customers in the home as well as at Upscale
Collectables which has produced a lack of involvement from them. There has also been
a need communicated for more opportunities for the girls to receive therapy, , job
support, educational and legal help.

Very Strong:
● 8 out of the 10 current and past customer interviewed from the home received the
services they were in need of when they entered the home (CI#1-4, AI#1-3 ).

“Came to B.O.F. in search of stability and support. Looked at other places to
live, but B.O.F. doesn’t just offer a room but a home. It is peaceful and allows
her to relax” (CI#1).

“Carol has instilled in her a healthy lifestyle. Even habits like eating meals at set
times and natural foods that she didn’t know existed” (CI#1).

“Bridge of Faith has everything I need” (CI #4).

“I am now hopeful for my future because I has adopted a healthy lifestyle and
habits and have connected with great people” (CI #5).

● The women are reaching their goals and setting goals they never thought possible
because of BOF (AI #1-2, CI #1).

“While at B.O.F.: Obtained license, stable home, life skills through working at
the store (which she did to pay rent), learned how to effectively communicate,
got her G.E.D., silough detorian at her college, past standardized test and
graduated university with 3.7.” (AI#2).

● 6 out of 6 alumni interviewed still call Carol for advice and consider her to be
their mom (Client Interview #1, AI# 1-6).

“If her momma asks her for help, it is not volunteering, there is so much love
there it is just doing what your mom says” (AI#1).

● A woman has returned from the organization after ten years of being on her own

● Better upkeep of the home: bugs broken door (AI #4).
● Need for fans upstairs (CI #10, AI #5).

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● There is a need for all the women to receive one on one counseling help not just a
select few severe cases (CI#1, AI#2-5, BI#2,4,6).

“When I first moved in I remember filling out something, but it was generic so I
put down my only needs were an education and a home. If it was more detailed I
would have explained how I wanted some sort of therapy but I didn’t know I
could. There was a councilor that came on Monday nights in a group. I chose not
to participate because it conflicted with my work schedule. Would have
participated if there was individual counseling” (CI #1).

“There needs to be in house therapists for the girls. I am getting my degree in
social work so I could do it but I’m also on the board so there are laws against
that” (BI#2).

● There is a need for career/education mentorship (CI#1, AI#4-6, BI#5,6).

“During my stay I just wanted a better job and saw that BOF had resources for
her, but those resources never turned into anything” (AI#4).

“I think a mentorship program would be hugely beneficial, especially in
considering applying for school and jobs” (BI#6).

● There is a need for legal support.

“I was looking for help through BOF to get my children back. Wanted to get legal
help but didn’t receive that” (AI#5).

● There is a sense of community obtained from the customers being involved in the
mission of the organization. There is a lack of communication from the board to
the customers on the organization goals, mission statement, and events. Because
of this the girls are not volunteering or participating in the events (CI #1, AI#2).

“Improvement area: Awareness of what is going on within the organization. She
would like to know the goals of the organization, what types of decisions are
being made by the board, and even who the board members are. Feels that
everyone would feel more connected if that was communicated across the
organization” (CI #1).

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● Customers at Upscale Collectables are unaware of the mission of Bridge of Faith
as well and would be more satisfied with their experience and would make more
purchases if they were (CI #7).

● There is no way for Bridge of Faith to gather customer complaints and
suggestions. Complaints are seen as a negative thing (Client interview #1).

G. Board of Directors Assessment & Satisfaction
Personal Evaluation: The Board of Directors is Very Strong in their relationships
with one another, they feel as though they are a part of a family. The annual strategy
meeting is extremely beneficial for the mission of the organization. It definitely
needs improvement because the majority are unable to dedicate a significant
amount of time to the organization, thus leaving Carol to take responsibility for all
daily tasks. Board members are not consistently giving. They are not consistently
involved with the lives of the girls being served.

A) What is their influence, or lack thereof, in the decision making of the
organization? Recruitment needs?

Very Strong:
● Recently received three new board members, one is a grant writer, one designs
websites, and another has worked in social work and desires to give financially.
All of those needs within the board were previously unfulfilled.

● All major decisions are made by Carol. If someone makes a suggestion for an
event or fundraiser then that single person will have to run the entire thing,
which keeps people from bringing up good ideas because no one has the time on
the board in the first place (BI #1).
● “Need more board members, less Carol. I would do more if she didn’t have so
much going on” (AI#2).
● In need of multidisciplinary members on the board. They recently lost two key
members, one of which brought many donors and the other was their
accountant (Client Interview #1, BI #2).
● Needs someone who is technologically savvy and knows how to create systems for
recording data (AI#2).
● Secretary desires to retire (BI #4).

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B) How well are they utilized throughout the organization?

Strong
● Carol does delegate specific tasks such as the writing of nomination letters, the
creation of templates and the website building (BI#2, 3).
● The president and vice president have key roles within the organization and take
ownership for the activities they desire to see implemented (Board Meeting #2).

Definitely Needs Improvement
● “I am unable to be utilized fully because I am working and in school and on the
board. The majority of the members are this way. The VP is also working and in
school. Carol pretty much does everything on her own” (BI #2).
● “I work a lot so I do not have enough time to put into the organization (BI#3).
● Overall the group is not very involved. The main concern across the organization
appears to be the lack of dedication from the volunteers and specifically from the
board. Carol ends up doing nearly everything (Client Interview #1, AI#1,2, BI #1,
2, 3, 4, VI #1).
● There is no explicit way for the board to be involved with the girls and they
currently are not (Board meeting #2).

C) Current Satisfaction level?

Strong
● Feel as though they are a part of a family being on the board (AI#2, BI #1, 3).

May Need Improvement
● “Board meetings aren’t always time well spent. They are always discussing
minimal issues, such as organization within the store” (BI #3).

Definitely Need Improvement
● Board involvement is focused on events and fundraising, it is not focused on their
involvement with the girls which is not motivating to them (Personal
Observation, Board Meeting #2).

H. Volunteer Assessment & Satisfaction
Personal Evaluation: BOF’s volunteer recruitment and education system
definitely needs improvement as the majority hear about Bridge of Faith when

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they are assigned community service hours then are not educated on the mission
statement.

How important are volunteers to the success of the organization?
● “There are only two full time employees besides Carol The rest are volunteer, but
Carol does everything” (VI #1).
● “What I love most about Bridge of Faith are the volunteers, they all seem
knowledgeable about career options” (CI#1).
● “Volunteers are our lifeline. They are worth $6,000 in service hours” (Board
Meeting #2).

How are they coordinated?
● The store manager does not manage the volunteers well (Client Interview #1).
● “A lot of younger kids come to work but she can tell they are lost because there is
no direction for the volunteers as the only staff is Nelsie” (VI #6).
● “I Think there should be a schedule of volunteers for the store because people
just come when they can” (VI #6).
● Store manager does not communicate to Carol when she receives a volunteer,
therefor they all go towards working in the store.
● Volunteers are required to fill out paperwork on their skills but store manager
does not do anything with it (Client interview #1).

What are their responsibilities?
● It appears that nearly all volunteers are directed towards working at Upscale
Collectables unless they pursue otherwise (personal observation).
● “I would feel more rewarded if I was able to volunteer at both the home and the
store. I Would like them to look into my background and discover what I am
good at and be placed in a role where I can do what I do best, such as paperwork
and administrational work as I did for the police department” (VI #6).
● Agree they would be more willing to volunteer more at Upscale Collectables if
they were also able to work at the HOME and interact with the girls (VI #5, 6, 7,
8, 10).
● Volunteers in the home CAN (not that it is communicated) come to the home and
host dinners, garden at the home, help with home upkeep, do activities with the
girls (Client Interview #1).

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Are there recruitment needs?
● The need for dedicated and passionate volunteers is one of the main problem
areas communicated across the organization (Client Interview #1, AI#1,2, BI #1,
2, 3, VI #6).
● “I am interested in volunteering permanently but I don’t know how to go about it
exactly. It is not presented to me as an option, it would have to be me choosing to
seek out options” (VI #6).
● The good volunteers are those who have experienced a similar need as those
living in the HOME (Client Interview #1).
● The fact that nearly all volunteers are obtained through the courts provides BOF
with a majority of uncommitted and not passionate volunteers (BI#1, 2).
● Many dedicated volunteers have come this way (BI #1, VI #1, 5, 6).

How well are they utilized throughout the organization?
● Considering that Carol does everything, not well. It is not communicated what
volunteers are able to get involved with besides the store (Personal Observation).

Is there any training for volunteers?
● The extent of training appears to be the shadowing of Carol (VI #2).
● “When I came to volunteer the only way I knew what they did was through my
choice to read through the paperwork. It was not explained to me, but I love what
they do from what I read” (VI #6).
● Agrees they would feel more passionate about working at Upscale Collectables if
they were given a presentation on what the ministry is about (VI #6, 8, 9, 10)

Satisfaction level?
● Volunteers fall in love with the organization once they hear of the mission. The
problem is that the mission is not communicated to them and they are not sought
out as permanent volunteers therefor they do not feel inspired to stay longer
passed their required hours by the court (Personal Observation).
● “I Love the organization because I get to see my money go to work. I do believe
this is due to the fact that I volunteer and donate” (VI #3).

I. Follow-Up/Alumni Program Assessment
Personal Evaluation: BOF’s contact with many of the alumni from Bridge of Faith
is Strong. An Area that definitely needs improvement is their lack of alumni
follow up program, written record of alumni, and communication of the opportunity to
continue in therapy.

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Strong
● Carol keeps in contact with many of the women who have gone through her
program as they see her as a mother figure and continue to call her for advice
(Client Interview #1, AI #2,3).
● Current VP of the board is an alumni of the program (AI#2).
● A woman has returned from the organization after ten years of being on her own.
Positive because Carol was able to provide a free and safe enough environment
where there would be no shame to return (Client Interview #1).

● There is no alumni follow up program where they are regularly invited to come
back and participate (AI #1).
● There is a need for alumni to continually receive therapy and follow up with their
well being. One alumni still does through BOF (AI#4) while another
communicated that she needs it now that she is out more than ever (AI#5).

J. Overall Stakeholder Involvement Assessment
Personal Observation: This area definitely needs improvement as a recurring
complaint of the volunteers and board is a lack of involvement of the girls who are
being served. It is also a concern for the girls as well as they desire to get involved but
are unaware how to go about it. There is no clear way of how volunteers and board
members are able to get involved with the lives of the girls.

Strong
● The relationships Carol still fosters with the alumni sustains their respect for her,
therefore they would be willing to come back and help her with her needs if she
voiced them (AI#1).
● The issue of lack of board involvement with the girls was discussed at the board
meeting as something that needs to be changed (Board meeting #2).

● The two paid staff members would appreciate it if the girls would participate in
giving back to the organization (BI #1, VI#1).
● The VP of the board has been as successful as she is because she was able to gain
experience working in the store and was able to participate on the board from
early on in her stay (AI#2).
● A great volunteer was a girl who would come in to the store to work for the
clothes she was given, a great relationship was built (Client Interview #1).

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● “An area of improvement would be more awareness of what is going on within
the organization. She would like to know the goals of the organization, what types
of decisions are being made by the board, and even who the board members are.
Feels that everyone would feel more connected if that was communicated across
the organization. She went to the fashion show and saw a flier with future events
that she didn’t even know were happening” (CI #1).
● No explicit opportunity for the board members, volunteers, and donors to solve
the problems of the organization and work with the girls first hand, one must
figure it out for themselves how they want to get involved (Client Interview #1,
Board Meeting #2).

External Environment

A . Current Primary Target Market
Personal Evaluation: The primary target market is women who have come from
the foster care system and are facing homelessness. They occasionally will help women
who are facing homelessness but their focus is on post foster care. BOF needs to be
aware of the different needs of the various segments within their target market.

● The program was founded because of a need Carol saw for women to have a place
of permanency who have aged out of the foster care system. Many things such as
prison, prostitution, and drug and alcohol abuse are a direct reflection of living in
the foster system (Customer Interview #1, AI#2).
● A main area of differentiation for BOF is the fact that they are not restricted by
government funding therefor do not have an age, time, or location restriction
(Client Interview #1, CI #6, AI#1, 2, BI#1, 2).
● Two different segments within the target market that require separate needs are,
a) The older generation of women (AI#5) and b) those who are recently out of
foster care and desire education and job support (CI #1, 6, AI#1-3).

Level of External Dependence
Personal Evaluation: Bridge of Faith is entirely dependent on outside donations
and fundraisers to provide funds for the organization. While they do have a thrift store
it does not bring in any revenue.

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● Carol said BOF was dependent on just one donor for a period of time. Once that
donor stopped giving she learned not to place all her eggs in one basket (Client
Interview #1).
● The thrift store ideally would provide support to the organization but it does not
bring in revenue and occasionally causes debt (BI #1).
● There are potential partnership opportunities with in n out (CI #1).
● Desire for more grants is a common theme brought up by the board, but as
explained Bridge of Faith does not fit into a box as grants often require,
additionally the organization does not have success metrics in order to obtain a
grant (CI #1, BI #2).

Awareness Strategies Assessment
Personal Evaluation: One of Bridge of Faith’s main issues is the fact that they don’t
communicate the mission statement to their current customers, therefore current
customers are unable to communicate that to others. This goes for both the individuals
living within the home as well as those who shop at Upscale Collectables.

● Carol is unaware how the women hear about her for the most part. Many times
she will be recommended through the police station or schools but she does not
advertise anywhere, all through word of mouth (CI #1).
● The girls stated themselves that either found out about it through a sober living
home, through the need for clothes, word of mouth, or an existing friendship with
Carol (AI #1, 2).
● In regards to the store, people live in the area and don’t even know it exists (BI
#1).
● There is a need for a improved Up*Scale Collectables portion on the website with
SEO capabilities (Board Meeting #2).
● Social media is not effectively utilized. Store manager will occasionally post on
Facebook regarding the store but Bridge of Faith does not have any accounts.

Competition Assessment
Personal Evaluation: According to Carol there is no other organizations who do
what they do, which is why she started the organization in the first place. Every other
home for those who are homeless and specifically those who are exiting foster care
have many limitations and requirements to fulfill. BOF is simply dedicated to
providing wholeness to these women.

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The Teen Project: http://theteenproject.com/index.html. Los Angeles, CA. The Teen
Project is similar to BOF in that they are both answering the need of homelessness for
those after foster care. The teen project offers a wider variety of services such as;; College
home that also provides college support, Venice Beach PAD Drop in Center - resources
to find them another place, text in service to find a home anywhere, outreach on the
streets. The Teen project appears to have more publicity on their organization as they
have been featured on many TV shows and magazines such as Oprah and the Steve
Harvey Show. They measure success through them successfully transitioning into
adulthood, although due to the time restriction they won’t see that transformation.

How BOF is Different: The main difference in the two is that this organization has a
more narrow target market of just teens in the LA area who have been while BOF only
restricts that you must be female.

Last Transition House: http://www.lthousing.com/#home. Vacaville, CA. The Last
House is similar to BOF that provides a home for the emancipated, but it is directed
towards the youth who are not going to be reunited with their families within 120 days
of emancipation. It does not appear that this competitor has higher awareness than
BOF. Their goal is to coach the kids to live a sustainable life through education and life
skills. A donor may chose this organization due to their focus on education and teens.

How BOF is Different: The focus of L.A.S.T. is towards the youth who have just been
emancipated from foster care and who are unable to be reunited with their parents
between the ages of 18-24. BOF has no age limit.

Political/Legal Impact Issues
● The amount of children in foster care increased for the first time in 2013 (Article
#8).
● Fostering Connections to Success and Increasing Adoptions Act of 2008 gave
states an option to extend eligibility for Title IV-E foster care for youth beyond
age 18 until age 21. In states that have taken this option, young people can receive
an additional three years of foster care support to prepare for the transition into
adulthood (Article #8).
● For further funds, desires shelters that greatly impact employment, education,
and personal development. There is also a huge need for financial literacy
programs with those from foster care. May be addressed through the education of
foster parents themselves (Article #8).

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● Possible lawsuit could have to do with the fact that BOF is a Christian
organization and Carol integrates all she does with Christianity. If someone was
of a different religion and Carol didn’t allow certain practices within her
organization, there could be a problem.

Implications: The number of kids in foster care are increasing which means there
will be a growing demand for the support of those who are emancipated. The demand
may equal out considering that in some states the age limit for foster care is increasing
to 21. The government is giving to those organizations assisting foster care to those
who are aspiring to address educational issues and life skills such as money
management, therefor BOF should ensure they focus on those aspects in grant writing.

Social/Cultural Environment Assessment
● Researchers found that slightly more than one-fourth (27 percent) of the mothers
who had been incarcerated had a child who had been placed in foster care at
some point during the child’s life. Almost the same percentage of children whose
mothers were incarcerated reported having been placed in foster care at some
point (Article #5).
● Common misperceptions: Emancipated youth from foster care are not going to be
successful anyways so why support them? Within 18 months of emancipation,
one-fourth of these youth have been incarcerated, one-fifth have experienced
homelessness, and only 2 percent will ever graduate from college (website #1).
● Barack Obama has placed a large focus on investing in the youth of our nation
(Website #10).

Implications: There is a huge need for the work that BOF is doing. Although this need
can be seen in a negative light as many of those who have been through foster care are
bringing a negative impact into the society. The society needs to be aware that this is
less of the individual’s fault and more our responsibility to address the issue of
emancipation from foster care. Considering that Obama has places such a high focus
on investing on the youth of the U.S. it may work against BOF that they serve all ages
as opposed to only the youth.

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II. Marketing Area Analysis

a. Very Strong & Strong Areas
● The mission statement states clearly who they serve and what they do.
● The mission statement is utilized on the website and the across B.O.D.
● 8/10 customer interviews from the home are satisfied with their experience.
● The women are reaching and setting goals they never thought possible.
● Many of the alumni still call Carol for advice and consider her mom.
● The board feels as though they are a part of a family.
● Donors are able to see their money go to work when the volunteer.
● Many dedicated volunteers have come through required community service
hours.
● Current VP of the board is an alumni of the program.
● Alumni sustains respect for Carol and would be willing to come back and help her
with her needs if she voiced them.

b. Areas that may need improvement
● The phrase,“Providing a sense of permanency” is communicated across the
organization but it is not in the mission statement.
● System in place to continue to create success story videos of customers.
● The primary evaluation may need to be made more thorough.
● BOF may want to consider recruiting some of those who are donating to the
organization to participate on the board.
● Board meetings aren’t always time well spent, minimal issues are discussed.
● It appears nearly all volunteers are directed towards working at Upscale
Collectables unless they pursue otherwise.

c. Areas that definitely need improvement
● The mission statement does not say their location.
● It does not communicate main differentiating factor: no time limit, age limit, or
location limit.
● The mission statement may need to specify what they mean by homelessness, as
the girls still have to be from foster care, the homeless aspect is to encompass the
the older generation of women.
● The mission statement is not communicated to customers or volunteers
effectively at the HOME or Upscale Collectables.
● Carol is the only one who knows the success stories and communicates them.
● Need documentation of each individual’s success story.
● Need to Communicate success stories on the website.
● BOF does not have an evaluation of the individuals upon completion of the
program .
● Need outcome and output measurements to measure and communicates success.

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● BOF does not have information recorded that identifies how customers have
heard about them.
● BOF does not have a formal method for recording or collecting customer
complaints and does not view this as being important.
● BOF does not set and track goals of the girls within the home.
● There is a need for all the women to receive one on one counseling help.
● There is a need for mentorship in education and job training for the girls.
● There is a need for legal support.
● A lack of communication from the board to the customers on the organization
goals, mission statement, and events.
● Main concern across the organization appears to be the lack of dedication from
the volunteers and specifically from the board. Carol ends up doing nearly
everything.
● The fact that nearly all volunteers are obtained through the courts provides BOF
with a majority of uncommitted and not passionate volunteers.
● The store manager does not manage the volunteers well.
● The need for dedicated and passionate volunteers is one of the main problem
areas communicated across the organization
● Volunteers are not recruited after fulfilling their hours.
● There is no alumni follow up program where they are regularly communicated
with on the current status of the organization and where they are continually
offered resources such as therapy or job recommendations.
● The home is not advertised anywhere;; schools, counseling centers, prisons, group
homes, foster care resource centers.
● The clients are not taking part in the mission of the organization.
● No explicit opportunity for the board members, volunteers, and donors to solve
the problems of the organization and work with the girls first hand, one must
figure it out for themselves how they want to get involved

d. Areas that definitely need to be continually monitored
● Assessments to measure client satisfaction need to be re filled out and changed to
adapt to the client’s changing needs.
● Goals and metrics should be continually monitored throughout the girls’ stay at
the home.
● Monitoring alumni will provide a valuable asset to the organization in the influx
of volunteers and mentors.
● Monitoring a growing volunteer base will allow the organization to expand its
reach.
● Continuing to communicate the mission statement to the customers and
volunteers may produce greater profits at Upscale collectables and more
volunteers through the current clients.

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III. Primary/Major Marketing
Goals for Next Year

Purpose: The purpose of this section is to create relevant marketing goals beginning in
May 2015 based directly on the information presented in the Marketing Area Analysis.
The goals will be divided into three categories: Immediate, Short-Term, and Long-Term.

Immediate Objectives: To be implemented between May 2015 and August 2015:

● Propose changes to mission statement with the Board on the next meeting, for
adding clarity on their uniqueness of no time limit or age limit, whom they serve
and geographic location (Revised mission statement should be finished and
implemented at the end of July 2015 if they choose to add the location.)
● Begin vocally explaining the connection of Up*Scale Collectables to the Bridge of
Faith mission to every volunteer and customer by May 2015.
● Create adequate signage in the Up*Scale Collectables on mission of BOF by June
2015.
● Obtain adequate signage for outside Up*Scale Collectables to clearly state,
Bridge of Faith Up*Scale Collectables at the next board meeting to be
implemented August 2015.
● Begin updating and involving the girls in the home on the mission and current
situation of BOF by May 2015.
● Begin capturing client and alumni success stories written and through video by
end of May 2015.
● All current client success stories recorded by July 2015.
● 10 alumni success stories recorded by July 2015.
● Update BOF website by August 2015 with success stories tab.
● Immediately implement customer feedback surveys for the store and H.O.M.E.
● Meet with each girl in the H.O.M.E. by July 2015 to establish desired goals for
their stay at the H.O.M.E., ways they will be able to reach those goals, and a
timeline.
● Compile known and begin collecting output numbers that measure success into
one excel spreadsheet by June 2015.
● Start tracking total number of volunteers served and log of volunteer activities by
end of May 2015.
● Begin recording volunteer information and profile by end of May 2015.

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● Put together marketing team with existing board members by next board
meeting.
● Begin having monthly marketing meetings June 2015.

Short-Term Goals: To be Implemented between September 2015 and January 2016:
● Complete documentary project by September 2015.
● Acquire an intern for marketing and videography by September 2015.
● Recruit two new board members, a treasurer and a secretary by October 2015.
● Update entire website, specifically the Up*Scale Collectables page to increase
awareness of the store by October 2015.
● Establish partnerships with more counseling services by January 2016.
● Establish a partnership with legal aid services by January 2016.
● Establish a partnership with job training services by January 2016.
● Provide platform for mentorship program with current volunteers, donors, and
board of directors by November 2015.
● Have a comprehensive volunteer database where skills can easily be searched
when needs from organization arise by January 2016.
● Begin Promoting services to local schools, counseling centers, jails, rehab
facilities, and group homes by November 2015.
● Collect all alumni success stories still in contact with by December 2015.
● Obtain donations to fund the entire Catalina trip by July 2015.

Long-Term Goals: To be implemented between February 2016 and May 2016:
● Collect 250 customer feedback surveys at Up*Scale Collectables by February
2016.
● Collect feedback surveys from 100% of clients who live at the home.
● Increase profit at Up*Scale Collectables by 30% through implementation of
survey feedback by May 2016.
● 100% of the board gives financial contributions.
● 90% of clients in the H.O.M.E. give an overall satisfaction of 9 or higher.
● Complete Impact and Outcomes report based off output and survey results by
May 2016.
● 20 new consistent volunteers working both at the home and at Up*Scale
Collectables by May 2016.
● 90% of volunteers give an overall satisfaction of 9 or higher.
● 70% of all donors be actively involved with solving the problems of the
organization.

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IV. Marketing Strategies

Internal Marketing Strategies

Purpose: To enhance and improve upon Someone Cares current marketing
operations.

A. Proposed Mission Statement & Why

Bridge of Faith’s Current Mission Statement:
“Providing a HOME, emotional support, and life-skills to girls who have aged out
of foster care, and women facing homelessness.”

Current Vision Statement:
“Our vision is to provide a safe environment that nurtures young women
to become emotionally stable, educated and self-supporting women of purpose with
their own voice.”

Recommendation #1: Revise the current mission statement to clarify the connection
between homelessness and foster care, include location and the differentiating factor of
no age, location, or time limit.

Problem: Mission statement does not include location and does not clearly explain how
Bridge of Faith is different from other organizations.

Mission Statement Option #1: “Providing Whittier, California with a H.O.M.E. to
offer a sense of permanency, emotional support, and life-skills for women have aged
out of foster care with no age, location, or time limit.”

Mission Statement Option #2: “Serving all women who have aged out of foster care and
are facing homelessness with no limitations in age, location, or time needed to
obtain a sense of permanency, emotional support, and life-skills through the
provision of a H.O.M.E. in Whittier, California.

Mission Statement Option #3: “Providing a sense of permanency, life skills, and
emotional support through a H.O.M.E. in Whittier, California for women who have
aged out of foster care and are facing homelessness with no age, location, or time
limits.”

How: Present the changes at the next board of director meeting where a list of pro’s and
con’s will be written out and the change will be voted on.

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Why: Bridge of Faith will benefit from the change in including the location due to the
donor's desire to give to their own community. The Bridge of Faith current mission
statement sounds as though they are serving two demographics;; girls after foster care
and women who are homeless. It is important to clarify that BOF is serving the narrow
target market of women who are homeless because of foster care. Additionally, a main
differentiating factor of BOF is the fact that there is no age, location, or time limit, that
differentiation should be explained.

Recommendation #2: Communicate mission statement to volunteers at Up*Scale
Collectables.

Problem: Volunteers who come to complete community service hours are required to
read about the organization but if they choose not to read it then the mission of Bridge
of Faith remains unknown to them. This is a cause for retention loss for volunteers.

How: Carol is now addressing this issue as she is going to meet with each volunteer
who comes through so that there is no disconnect between the store and the home. I
recommend that Carol delegate this task to other board members such as Rose, Mona,
and Adriana and even alumni who live in the area or current resident. Once the
documentary is created and the volunteer forms are implemented there will be less time
needed of Carol or other board members in the training as the system should run itself.

Why: The volunteers need to be thoroughly explained the mission of the organization
so that they can become excited about the cause and potentially decide to stay past their
hours for community service. By having a current resident or alumni hold the meeting
would give them presentation experience and will allow volunteers to witness success
first hand.

Recommendation #3: Communicate mission statement to customers at Up*Scale
Collectables.

Problem: Customers are unaware of the mission of Bridge of Faith and its connection
to Up*Scale Collectables.

How: Obtain a new sign where “Bridge of Faith” is clearly shown in front of the name,
Up*Scale Collectables. Have the mission statement painted on the walls near the cash
register and throughout the store. Create the store to be an experience of reading about
the success stories. Encourage at the front door to connect with Bridge of Faith on social
media to read about the latest success story. Post success stories in display cases around
the store for the customers to read about.

Why: To take away all confusion of the connection between BOF and Up*Scale
Collectables. BOF is losing out on tons of potential volunteers, clients, and profits
earned from the lack of communication of the mission statement to the customers.

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Recommendation #4: Communicate the mission statement to the girls living in the
H.O.M.E.

Problem: The girls are disconnected from the mission of the organization and
therefore are not willing to give back to the cause or commit to attending events or
house meetings.

How: When the girls move into the H.O.M.E. they should be presented on the
organization as a whole, the mission, and various success stories. Once the documentary
is created they can be shown that instead. Meetings should be offered once per month in
the H.O.M.E., the first Saturday of the month with the residents, board members, and
any alumni in the area. The meeting will be about what is going on with the organization
as a whole and how the mission is being fulfilled in their own lives.

Why: To ensure that all residents are clear on what they are a part of to then encourage
them to give back to the organization and be more involved with the activities and one
another.

B. Importance of Establishing Success
Measurements

Why: Collecting and utilizing the success of BOF through various success stories,
output numbers, and outcomes of the individuals within the organization is the
foundation of all marketing strategies for BOF. Bridge of Faith’s purpose is to fulfill their
mission, which needs to be communicated and analyzed continually. Through the
recording of the success stories, recipients of the cause are able to reflect on how they
have grown. Donors, volunteers, and board members alike are inspired to give to
success, specifically to the stories of the individuals, not just to the organization or the
individuals running the organization. The right kinds of donors and volunteers are
obtained from those who inspired by success stories.

1. Utilize Success Stories

Recommendation #1: Gather written current and alumni client success stories as
well as volunteers and board members to share on various channels.

Problem: The success stories are known only by Carol and a select few board
members. They are communicated through word of mouth and there is no formal
means of recording or sharing them on paper or digitally.

Why: Carol has countless success stories, but she is only one person who is able to
gather and share them with a limited amount of people. Through gathering success

25

stories at the store and H.O.M.E. and sharing them on their website, social media,
through a blog and in the store the gap between Up*Scale Collectables and BOF will be
bridged, donors will give success, and awareness will be increased as stories are shared.

How: See document on the following page for an example of how the stories can be
captured by clients, customers, or volunteers (can be used by all other stakeholders).

Utilized where? These success stories can be utilized on a new tab on BOF’s website
titled, “Success Stories.” There will be an option for the viewer to submit their own
success story on that tab, along with a picture of themselves. These stories can also be
posted on the new Bridge of Faith Facebook, Instagram, Twitter, and Youtube (if the
story is filmed) accounts. Success stories will also be displayed around the store so that
the customers can read about how BOF has impacted their community. Please see below
for an example of how Bridge of Faith can share their success stories on
their website:

Gathered How? The marketing Intern (See Section E) can then input the information
onto a document online. At the marketing meeting (See Section E) they will decide on
one story per month that will be posted on the website, shared on the blog (See
Section V), featured on social media platforms, and filmed. The marketing intern will
be able to facilitate such activities. In order to utilize these photos and videos a rlease
form will be required.

The following page contains a media release form:

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Media Release Form

Thank you for sharing your story with us! Your words along with your
picture may be featured on our website, social media, blog, and we may
even ask you if you would like to be filmed!

Please sign that you agree to this media release statement so that we can
utilize your story:

I hereby grant “Bridge of Faith” and their legal representatives, the
irrevocable and unrestricted right to use and publish photographs and/or
videos of me, or in which I may be included, for editorial trade,
advertising, and any other purpose and in any manner and medium and to
alter the same without restriction. I hereby release photographer and his
or her legal representatives and assigns from all claims and liability
relating to said photographs and/or videos.

Name: ________________________________

Address:________________________________________________
Phone #:________________________________________________

Email:__________________________________________________

Signature: ___________________________ Date: _______________

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Up*Scale Collectables: The forms will be at the counter at Up*Scale Collectables
where customers will be asked to reflect on their experiences with the store and BOF.
Whoever is at the cash register will take a photo of the individual who filled out the form
and email it to the marketing intern in this format: Name_Date_Form #. To be collected
by Nelsie.

The following page contains an Up*Scale Collectables
success form:

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Share your experience at Up*Scale Collectables!

Bridge of Faith would love to share your success stories to the local community and
members within the organization to encourage others in their own success! Please take a
few minutes to share your story and how Bridge of Faith has impacted your life. If you
rather please email your story to: bridgeoffaith@att.net

Name Email

I give Bridge of Faith permission to publish my story on their website & Social Media: Circle YES NO

If requested I would not mind sharing my success story on video camera: Circle YES NO

Signature Date

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H.O.M.E. Resident Success Stories:

Gathered How? Forms will also be required to complete by the girls in the H.O.M.E. at
their six month mark and upon exit of the program. To be collected by Carol and
Virginia.

The following page contains a H.O.M.E. Resident
success form:

30

H.O.M.E. Resident Success Story


Name Email



Signature Date

31

Volunteer/Board of Directors Success Stories:

Gathered How? Volunteers: The sheet will be given and introduced to each volunteer
in their training manual including the statement, “Please write down any memorable
experiences you have during your time with Bridge of Faith. We would love to share in
those stories with others!” The sheets will be readily available at Up*Scale and in the
H.O.M.E. and at all events. Volunteers will be asked directly again at their sixth month
and/or when they are done volunteering. Board of Directors: The board will be given
multiple copies of the form and asked to write down memorable moments. An activity
will be done semi annually at a board meeting when members will be required to write
down and share a success story they have witnessed an/or experienced.

The following page contains a Volunteer/B.O.D.
success form:

32

Share your volunteer experience with Bridge of Faith!


Name Email



Signature Date

33

Recommendation #2: Videotape one success story per month, either a resident,
alumni, customer from the store, volunteer, board member, or director to be posted on
YouTube, all other social media accounts, and posted on the website under “Success
Stories.”

Problem: Bridge of Faith has a few videos they have created but no system in place to
continue sharing their stories through film or platform to share such videos.

How: These stories can be captured at the H.O.M.E., at Up*Scale Collectables, or at
BOF events. An intern, volunteer, or board members who has experience with film
should be in charge of capturing these films. Possible people to be committed to this
could be Robert (the individual who created the first story of Rose) and myself. BOF is
not limited to having one success story filmed, edited, and uploaded per one month, this
is a minimum amount. Anna or a marketing intern will be in charge of uploading the
content onto the website and sharing them on social media.

Possible Video Format: 3 Minutes or less

1. Where I was before BOF
2. Why I chose to get involved
3. The services I received at BOF
4. How my life has changed because of BOF

Create a YouTube account to upload existing videos and share to website immediately.

1. Go to Youtube.com
2. Click Icon:
3. Add Account. Plug in gmail account.
4. Click “My Channel” to add channel art and upload logo to profile.
5. Click Upload to upload videos.
6. Click “share” on video, go to embed and copy and paste content to website
platform to share on the website.

Why: Video allows for the viewer to feel the emotion and see for themselves the success
of the individuals featured. They are easily shared and are a part of where society is
moving towards, less words, more visuals.

34

Recommendation #3: Create a documentary of Bridge of Faith to share to donors,
volunteers, residents, on the website, and social media accounts.

Problem: There is a lack of communication of the mission of Bridge of Faith and not
enough man power to share the story in a cohesive and effective way to people within
the organization as well as to the general public.

How: Myself along with either Lucien or a documentary student from Biola University
with equipment access will be filming the documentary this summer to be completed in
September 2015.

Possible Video Format: 15 minutes or less

Overall vision: Tell the story of 3-4 chosen women who have been through foster care
and how BOF has impacted their lives.

1. Educate the audience on emancipation laws and foster care statistics.
2. Tell each woman's background story. It will be set up as a conversation, switching
back and forth between the women as they share.
Possible women:
a. Rose
b. Charel
c. The three generations living in the other home with Virginia.
d. Gabby
3. Each woman will discuss what they were able to receive from BOF, each bringing
up a different aspect of the organization.
4. Where they are now as a result of BOF, emotionally and in achievements.
5. Carol, Nelsie, Virginia, and other members within the organization who have
relationships with the women will speak on their observations of their success.
These perspectives will be intermixed with the women’s stories.

Why: To share the overall story of Bridge of Faith in a cohesive and easily sharable
format that can be presented to new volunteers, residents, and board members to
ensure the mission is communicated effectively. Also, to increase awareness if the film
were to gain publicity through festival submission and through SEO optimization
online.

Potential Videographers to Contact:

1. Biola University Cinema and Media Arts http://academics1.biola.edu/cma/
13800 Biola Ave, La Mirada, Ca 94598 Phone: 562-777-4052
Email: cma@biola.edu or specifically Biola documentary professor John
Schmidt, john.schmidt@biola.edu

35

2. Biola University Journalism and Integrate Media
http://www.biola.edu/academics/undergrad/journalism/ 13800 Biola Ave, La
Mirada, Ca 94598
Email: journalism@biola.edu

3. Apply online at YouTube.com for the YouTube Nonprofit Program,
http://www.youtube.com/nonprofits

2. Increase Output Measurements

Recommendation #1: Begin Collecting output measurements that communicate the
success of BOF.

Problem: Bridge of Faith has no means of tracking the output numbers that speak to
their success. For example, the number of women who are given a H.O.M.E.

How: Create an excel sheet, or utilize the one I created: http://bit.ly/1GmwWoj to track
various output measurements on a monthly basis to be calculated and discussed during
the monthly marketing meetings. Please see the next page for an output measurement
example.

BOF Output Measurement Excel Sheet Example:

36

Recommended delegation of Output Collection:

● Carol will oversee the outputs documented as a result of the H.O.M.E., new
partners, corporate sponsors, and the amount of people educated on foster care.
● The president Rose will be in charge of collecting volunteer information,
mentorship program hours logged (BOD Strategies), and counseling hours
provided.
● The VP, Adriana will keep track of the give and got outputs of the BOD.
● Sue, the treasurer along with Adriana will keep track of the amount fundraised
and donated.
● Nelsie will keep track of the store outputs.

Why: Output measurements are activities done by the non profit that need to be kept
track of in order to communicate success to potential donors and on grants. It is also a
non biased form of tracking the production of BOF, areas they can be excited about and
areas that need improvement.

Recommendation #2: Begin collecting output measurements from Up*Scale
Collectables on a daily basis if possible.

Problem: There is a lot to keep track of in order to come up with correct monthly
output numbers and Up*Scale Collectables is currently not profitable.

How: Create an excel sheet or utilize the one I created: http://bit.ly/1zbrpEj for Nelsie
to keep track of various output measuremeants within the store on a daily basis, to then
be accumulated monthly.

Up*Scale Collectables Output Measurement Excel Sheet Example:

37

Why: In addition to providing convenience to Nelsie by giving a clear way of tracking
outputs in the store this can be a way for BOF to understand what they need to sell and
what they need donated as well as what people come to BOF most for. This is a potential
first step to reaching profitability. Volunteers were placed with inventory measurement
to increase simplicity for Nelsie to be able to utilize one form for all outputs at the
store.

Recommendation #3: Display output measurements clearly on website and in
Up*Scale Collectables.

Problem: Once there are output measurements recorded BOF must communicate
them.

How: Using a design program or Microsoft Word, create an infographic that displays
the output measurements that speak to the BOF’s accomplishments. “SmartArt” is an
option of Microsoft word that allows for blocks with text. Anna should be able to create
something of this nature once data is collected. The data should be displayed under the
“Success” tab of the website (See Hypothetical Success Page) as well as through
fact boxes on each page of the website.

Below is an example of a non profit called, Foster Care to Success:
http://www.fc2success.org/success-stories/our-graduates/. They communicate output
statistics on each page of their website titled, “Did you know…” There is additional
output statistics on their success tab displayed visually though a graph representative of
the amount of college graduates they have supported.

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Why: Displaying the Bridge of Faith’s quantitative success measurements in one
location on the website will summarize the success of the organization at a glance. By
providing statistics on each page of the website the viewer will be reminded of the
success of BOF even if they never navigate to the “Success” tab. Potential volunteers,
donors, board members, and residents alike will be able to understand the success and
be more inclined to participate.

3. Establishing Outcomes Measurements

Recommendation #1: Implement a pre and post outcomes survey for the residents in
the H.O.M.E.

Problem: There is no way for Bridge of Faith to track the outcomes of the services they
provide for their residents. Additionally, there has been a miscommunication of the
residents to the director on their various needs.

How: The following two pages contains a survey for the girls to take when they first
become a resident at the H.O.M.E. and a very similar one they take upon completion of
the program or at their one year mark of residency.

Why: The purpose of the survey is to capture how the mission of BOF is fulfilled
through the lives of the women living at the H.O.M.E. Through the analysis of such
surveys BOF can also become aware of areas they are not fulfilling their mission and any
disconnects between expectations and what they are actually receiving.

The following pages contain the Pre and Post Outcome Surveys

39

Recommendation #2: Outcomes should be communicated on the website within the
“Success Stories” tab.

Problem: Bridge of Faith has no proof to share to potential donors, residents, and
volunteers that the program is actually successful through the fulfillment of their
mission.

How: Through the analysis of the pre and post surveys, numerical data based off of the
fulfillment of the mission will be obtained. Below is an example of how this data can be
communicated on the website (Note: The following numerical data is not true and is
only being used as an example for output formatting.):

Bridge of Faith is fulfilling their mission by providing a H.O.M.E.,
emotional support and a sense of permanency to women after foster care
and here is the evidence:

Out of 20 residents surveyed:

● 18 came into Bridge of Faith without having emotional stability and 17 left with
having emotional stability.
● 20 came into Bridge of Faith without having a support system and 19 left with
now having one.
● 17 residents left Bridge of Faith having received life skills and AGREED to having
the confidence to be independent.

Why: The success of an organization is measured through how well they are fulfilling
their stated mission. Donors give to success. For this reason, the provision of these
outcome measurements will assist in fundraising.

44

4. Hypothetical Success Page on Website

Summary of Hypothetical Success Pages: The following markups are utilized to
exemplify how a new “Success Stories” tab could look on the BOF website including the
success stories, outputs, and outcomes collected. Up*Scale Collectables can have its own
“Success Stories” portion where the outputs, data collected from the volunteer feedback
survey, and success stories would be featured in a similar format.

Example of how to communicate success stories:

45

Example of how to communicate Outputs:

46

Example of How to Communicate Outcomes:

47

Marketing Plan for Bridge of Faith Home

Marketing Plan for Bridge of Faith Home

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