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#OneThread
A Public Relations Campaign by
Ashley Alvarez, Natasha Super,
Kelly McCarthy, Lilly Rolnick
2
Table of Contents
Executive Summary .......................................p.4
Core Problem/ Opportunity ....................p.5
Goals ..........................................................................p.6
Strategies ...............................................................p.8
Big Idea ...................................................................p.12
Calendar ................................................................p.16
Objectives and Evaluation .......................p.20
Budget ...................................................................p.26
Communication Table ................................p.29
News Release ................................................................p.33
Spokesperson Bio ......................................................p.34
Website ..............................................................................p.36
Event Alert .......................................................................p.39
Media Pitch ......................................................................p.40
Media Kit ............................................................................p.41
PSA ........................................................................................p.42
Posters ................................................................................p.43
Part 1 Part 2
Part 3
Trend Research .............................................................p.47
Competitive Literature .....................................p.51-57
Key Publics ...............................................................p.58-60
Field Trip ..............................................................................p.61
Survey Results .......................................................p.62-63
Interviews ...................................................................p.64-65
Bibliography .....................................................................p.66
Executive Summary
CAMPAIGN THEME:
Making miracles, one thread at a time.
PRIMARY GOAL:
To increase awareness and presence of
Miracles for Kids and the Cozies program.
KEY PUBLICS:
1. College students in Orange County
2. Parents of sick children in Orange County
3. Retired citizens (to volunteer at the Cozies
workshop)
STRATEGIES:
TACTICS::
1. Raise donations
2. Create general awareness for Miracles for
Kids Cozies, especially because of its merger
with Joyful Foundation
3. Physical Involvement via a Benefit Concert.
1. To establish and properly promote this program, we
have created a number of tactics, which encompass
social media relations, traditional media relations, and
creative event planning.
2. Big Idea: Benefit Concert Event
While we have suggestions on updating the
organization’s website, social media platforms, etc., the
main focus of this campaign revolves around an event
we have created, “Musicians Threading Miracles: A
Benefit Concert”, all of which will be discussed later
on. Our budget for this entire campaign will be
$10,600.
Finding out that your loved one has a terminal illness is never easy. Finding out that your child has that illness is even more
heartbreaking. Miracles for Kids is a non-profit organization that was founded in order to help make that heartbreak a little bit
more manageable. Their programs provide financial aid, basic needs, and wellness to patients and their families. Through its
programs, the organization helps to create stability when families are crumbling from the financial and emotional devastation
that comes along with having to fight for their child’s life.
Recently, Miracles for Kids added on a new program, Miracles for Kids Cozies, which provides hand-sewn blankets to
children facing a terminal illness. These blankets bring comfort to these children that are already facing so much. With the
launch of this new program, Miracles for Kids needs a Public Relations campaign that will help promote and publicize this
program to the public.
4
Core Problem/Opportunity
If Miracles for Kids does not increase its awareness and
funding, then it will not be able to expand their services
and give more cozies to terminally ill children and their
families.
5
Goals
Goal #1
To increase financial stability of Miracles for Kids Cozies to help
maintain the organization and its benefits after the merge of
Miracles for Kids and The Joyful Foundation
Goal #2 To increase Miracles for Kids Cozies volunteer involvement
Goal #3
To increase awareness of the Miracles for Kids Cozies program and
Outdoor concert event
6
7
Strategies
8
1. Create a partnership and fundraiser with local restaurants (pizza press, 800 degrees, blaze) to
raise monetary funds.
2. Reach out to Michael’s or JoAnn’s and have them donating supplies needed to make the
blankets: sewing fabrics (when applicable), but mostly machines and other sewing materials.
3. Create a blanket bundle product to buy as a donation.
4. Hold a concert and invite prospective and existing donors, asking for a cover charge to attend the
event, while also encouraging them to donate through separate financial means.
5. At the concert, hold a silent auction with desirable and luxurious items for donors to bid on.
Strategy 1: Raise Donations
Tactics
9
Strategy 2: Create Awareness of Cozies
Tactics
1. Change Joyful Foundation website to link to Miracles for Kids’ website. That way, there is no
confusion about the merger of the two organization’s merger.
2. Create a more visible link to the Cozies page on the Miracles for Kids homepage, in hopes to
generate more awareness of the program.
3. Send out an email blast to current Miracles for Kids database. This blast would highlight different
topics such as the following: patients who have received a blanket from the organization, the Little
Giraffe sponsorship, facts about how receiving a blanket can improve the attitude of ill children, etc.
4. Create a social media campaign centered around the cozies. As of right now, the only social
media they have is for the organization itself, nothing specifically to do with the Cozies program.
This social media campaign would use #onethread and create a dialogue between the
organization and the consumers.
5. Reach out to local doctors (private practices or hospitals) to help spread the word of the Cozies
to their patients.
10
Strategy 3: Physical Involvement
Tactics
1. Create college representatives at each University to organize volunteer opportunities.
2. Have a Cozie representative go into Greek meetings and explain the organization, how the hours
to volunteer are open, and that they can get easy hours.
3. Host a competition on social media, volunteers must post a photo of them volunteering with the
hashtag #onethreadcompetition and the most creative photo will win a prize.
4. Create a short video that promotes volunteer work and shows a little about Cozies
5. Host a sew-a-thon, with prizes and speakers
11
Big Idea: Benefit Concert
1. Send invites to specific children’s philanthropic donors, families in the Orange area, and
Hospital members (Doctors, employees, Board Members, etc.)
2. Email media alerts and digital media kits to key media outlets in the Orange and LA area.
3. Secure at least 3-4 bands/performers to perform at the concert (Examples: The Bad
Suns, Carrie Underwood, Fits and the Tantrums, No Doubt, Sheryl Crow, Counting Crows, etc.)
4. Secure a celebrity or well-known individual to MC the event.
5. Secure a well-known company to sponsor the event such as Samsung who can also broadcast
their products.
6. Secure a Car company to have a car auctioned off at the event ( Preferably Tesla).
7. Pitch to local media to get local placement in print, radio, online.
Host a concert in an outdoor amphitheater in the Orange County area.
Pre-Event Tactics:
12
Big Idea: Benefit Concert
1. At the entrance provide blankets for the guests to sit on during the concert
2. Communicate to each guest who walks in that the proceeds for every blanket purchased will
be donated to Miracles for Kids Cozies program to create a blanket for a child who is currently
being hospitalized.
3. Refreshments and food trucks will be present for guests to enjoy
4. A car will be on display that will be auctioned off before the third act.
5. Have all three performers perform with the well-known MC coming in between the sets talking
a little bit about the organization and how the audience can get involved even after the event.
6. Close with a child/family who is willing to come and talk about how they have been affected
by the company and their appreciation for the program.
During Event Tactics
13
Big Idea: Benefit Concert
1. Send thank you emails to all of the attendees wrapping-up the event with information such as
how much money was raised, how many blankets can be made, and sponsorship/volunteer
information.
2. Send handwritten thank you cards to the well known philanthropic donors that attended
3. Keep Social Media outlets up-to-date with pictures of blankets being made or donated from
the proceeds generated from the concert
4. Compile a coverage report for the Miracle for Kids org.
Post-Event Tactics
14
15
Calendar
16
January 2016:
1/2/16 Analyze the cost production of the blankets, continue to analyze monthly until August--
begin decreasing cost of blankets by 1%
1/3/16 Create social accounts (Facebook, Twitter, and Instagram) specifically for Cozie’s
1/4/16 Change the website to have not just an obvious “Donate Now” link, but also anobvious
“Get Involved” link that sends visitors to a schedule of volunteer events
1/8/16 Measure blanket waste, start decreasing blanket waste
February 2016:
2/4/16 Create database of current volunteers in Greek community at UCLA, USC, and
Chapman before Cozie representative speaks and visits universities
2/5/16-2/7/16 Have a Cozie representative go into Greek sororities and fraternities on campus
at UCLA, USC, and Chapman to present the volunteer opportunities available
2/10/16 Evaluate number of volunteers in those demographics in future months following
February 2016 until June 2016
March 2016:
3/2/16 Create a weekly wrap-up e-mail to send out that contains volunteer opportunities (also
can contain how many blankets were given out and maybe a spotlight on a child/family
helped)
3/8/16 Ask 15 volunteers to share donation form with family, friends, and local Orange County
3/9/16 Measure blanket waste
3/15/16 Begin the 1 of 6 local (Orange County) businesses participate in fundraisers by October
2016
Calendar (2016-2017)
17
December 2016:
12/10/16 Pitch long leads for benefit concert and other aspects of organization
12/29/16 Reach out to specific prominent donors and celebrities who donate to Children’s
Hospitals to enlist their help of promoting the mission of the program and event
January 2017:
1/5/17 Enlist the help of 10 businesses in the Orange County and LA area to help promote the
program through advertising the program/event in their stores
1/10/17 Enlist the help of prominent community members in Orange County to promote the
program and the concert event
1/11/17 Launch #OneThread social campaign-- get a conversation going about making a
difference one thread at a time
February 2017:
2/18/17 Run radio spot on the benefit concert
March 2017:
3/20/17 Pitch short leads for concert
April 2017:
4/22/17 Host benefit concert
4/20/17-4/27/17 Track coverage from concert
May 2017:
5/10/17 Analyze donation increase, volunteer increase, and awareness over the past four
quarters
18
19
Objectives and Evaluation
20
Objective 1. Reduce blanket waste by 20% by March 2016 to save money on fabric.
Measure blanket waste in January 2016
Continue implementing new tactics and strategies to reduce waste through March 2016
Measure blanket waste in March 2016
If blanket waste has been reduced by 20% by March 2016, this will be considered successful.
Objective 2. Ask 15 volunteers to share donation form with family, friends, and local Orange County
businesses by May 2016.
Track how many volunteers are sharing donation forms from March 2016 until May 2016.
Track progress of 15 selected volunteers to ensure that businesses, friends, and family are receiving this form by May
2016.
Track how many volunteers have shared donation forms from May 2016 until July 2016.
If 15 volunteers share donation form with family, friends, and local Orange County business by May 2016, this objective will be
partially successful.
The second benchmark of this objective would be ensuring that at least one party or person that the respective 15 volunteers
reached out to donated in some way.
Track action of donations of select family, friends, and local Orange County businesses through surveys from March
2016 until May 2016.
Track action of donations of select family, friends, and local Orange County businesses through surveys from May 2016
until July 2016.
If the number of donations have been increased, then the call to action through physical donation forms would be considered
successful.
Objective 3. Have 6 local (Orange County) businesses participate in fundraisers by October 2016.
Evaluate participation of 6 local (Orange County) businesses in fundraisers from March 2016 until October 2016.
Evaluate attendance of these fundraisers from March 2016 until October 2016.
If 6 local businesses participate in fundraisers for Miracles for Kids Cozies by October 2016, this objective will be considered
partially successful. The other half of this objective asks that the fundraisers are actually successful in increasing monetary
donations, therefore:
Track the monetary donations through fundraisers from January 2016 until March 2016 (these numbers should be slim,
if not, non-existent).
Track the monetary donations through fundraisers from March 2016 until October 2016.
If the number of monetary donations through fundraisers has increased, then this objective will be considered
successful.
21
Objective 4. Decrease cost of production of blankets by 5% by June 2016.
Evaluate the cost of production in January 2016.
Evaluate the cost of production from February 2016 to June 2016, in monthly increments.
Evaluate the cost of production in July 2016 and August 2016.
If the cost of production of blankets has been reduced by 5% by June 2016 and maintained in the subsequent months, then
this objective will be considered successful.
Objective 5. Hold music concert event to increase donations by 20% by April 2017.
Evaluate amount of donations received before April 2016 as a benchmark to consider the donations given before the
music concert.
Evaluate sales of tickets to the music concert from January 2017 until April 2017.
If the music concert event increased donations by 20% by April 2017, this objective will be considered successful.
Objective 6. Create a weekly wrap-up e-mail to send out that contains volunteer opportunities (Also can contain how many
blankets were given out and maybe a spotlight on a child/family helped)
Compile a list of emails, in the form of an email server, to receive this weekly wrap-up email by April 2016.
Continue to update the list as new volunteers and interested donors or other persons become interested in the
organization as needed.
If we create a weekly wrap-up email, then this objective will be partially successful. Part of this objective also suggests
participation from those receiving the emails. Therefore:
It is important to measure the number of volunteers prior to the creation of the wrap-up email.
Once the wrap-up email is created, make sure to measure the number of volunteers that were referred through this
email. This would be done through volunteer surveys asking how they heard about the organization.
If some volunteer participation increased because of these emails, this objective would be considered successful.
Objective 7. Create a Facebook, Twitter, and Instagram that posts a photo a week that engage followers enough
to respond to the ‘call-to-action’ captions by March 2016.
Track amount of Facebook, Twitter, Instagram per week during January 2016.
Implement posts of photos one a week on Facebook, Twitter, and Instagram by March 2016.
Track amount of followers who engage with photos on Facebook, Twitter, and Instagram during January 2016.
Track amount of followers who engage with photos on Facebook, Twitter, and Instagram from February 2016 until
March 2016.
If the number of followers who engaged with photos posted once a week on Facebook, Twitter, and Instagram increased
from January to March 2016, then this objective will considered successful. Continue to evaluate with this formula.
22
Objective 8.Have a Cozie representative go into Greek sororities and fraternities on campus at UCLA, USC, and Chapman
to present the volunteer opportunities available by February 2016.
Create database of current volunteers in Greek community at UCLA, USC, and Chapman before Cozie representative
speaks and visits universities.
Have Cozie representative visit Greek community at UCLA, USC, and Chapman from January 2016 until February 2016.
Evaluate number of volunteers in those demographics in future months following February 2016 until June 2016.
If the the Cozie representative came to Greek communities at UCLA, USC, and Chapman and following that meeting more
volunteers became involved, then this objective would be considered successful.
Objective 9. Change the website to have not just an obvious “Donate Now” link, but also an obvious “Get Involved” link
that sends visitors to a schedule of volunteer events.
Track amount of visits to Donate Now link
Track amount of visits to Get Involved link
Track follow through of call to action on Donate Now link
Track follow through of call to action on Get Involved link, i.e. they actually do get involved in events and other
Miracles for Cozies activity. This follow through can be completed through volunteer surveys.
If the amount of visits to the Get Involved link equals or surpasses the amount of traffic to the Donate Now link then this
objective could be considered partially successful. The true success of this objective would be the follow through of the traffic
that click on the call to action links.
Objective 10. Have five volunteers recruit five more new recruits by May 2016.
Create catalog of volunteers so that it become easier to navigate those who have volunteered for the organization.
Track the amount of current volunteers in January 2016 until May 2016.
Track the amount of new volunteers from January 2016 until May 2016.
Survey new volunteers to find out how they came to know about Miracles for Kids Cozies and if they were referred by
any existing employee.
If five volunteers recruited five more new recruits by May 2016, then this objective would be considered successful
23
Objective 11. Create social media platforms (Facebook, Instagram, etc.) specifically for the program by March 2016
that are engaging (posts every week) and require action and have 200+ followers on said social media platforms by
the time of the event in April 2017.
Evaluate participation of organization on social media before this campaign is put into action.
Evaluate participation of organization on social media from January 2016 until March 2016.
Evaluate number of followers prior to launch of this public relations campaign.
Evaluate growth of followers from January 2016 until March 2016.
Continue to evaluate growth monthly until April 2017.
Track follower participation (engagement with posts, call to actions) on social media platforms before launch of this public
relations campaign.
Track follower participation (engagement with posts, call to actions) on social media platforms from January 2016
until March 2016.
Track follower participation (engagement with posts, call to actions) on social media platforms from April 2016 until April
2017 in monthly increments.
If participation from the organization on social media sites increases, the organization gains 200+ followers on those sites, and
followers continuously engage with the material, then this objective will be considered successful.
Objective 12. Create a more intriguing and enticing page for the program and event on the Miracles for Kids website.
Evaluate traffic and engagement to/with the website prior to the implementation of this plan.
Evaluate traffic and engagement to/with the website after the implementation of this plan.
If more people interact with the website and generate more traffic, then this objective will be considered successful.
Objective 13. Reach out to specific prominent donors and celebrities who donate to Children’s Hospitals to enlist their
help of promoting the mission of the program and event. We will do this by emailing their publicist by December 2016 to
start campaigns.
Track specific engagement and participation by prominent donors and celebrities who donate to Children’s Hospital prior
to December 2016.
Track specific engagement and participation by prominent donors and celebrities who donate to Children’s
Hospitals after to December 2016.
If the specific engagement and participation by prominent donors and celebrities who donate to Children’s Hospitals increases
specifically after December 2016, this objective will be considered successful.
24
Objective 14. Enlist the help of prominent community members in Orange County to promote the program and
the concert event by January 2017.
Evaluate participation of prominent community members in Orange County in regards to promoting the program and
the concert event from September 2016 until November 2016.
Evaluate participation of prominent community members in Orange County in regards to promoting the program and
the concert event from December 2016 until January 2017.
Evaluate participation and engagement of the public that the community members in Orange County had reached out
to from January 2017 until April 2017. This will be done through surveys.
If the participation and engagement from the community increases by January 2017 and if the public’s participation and
engagement increases after January 2017 until April 2017, this objective will be considered a success.
Objective 15. Enlist the help of 10 businesses in the Orange County and LA area to help promote the program
through advertising the program/event in their stores by January 2017.
Evaluation of engagement with the advertising for the program/event will be done through surveys in which publics can
describe how they heard about the program or event and from who (which organization or person from an organization).
The benchmark for this would be all the business before the start of their involvement.
Evaluate the involvement and participation of 10 businesses in Orange County and LA area that were selected to
advertise on behalf of Miracles for Kids Cozies’ program and event by January 2017.
If the 10 businesses did their part to participate in advertising the program and event by January 2017 and if the public also
became engaged because of this advertising, this objective would be considered successful.
25
Budget
26
Item Description Quantity Cost Per Unit Total Cost Estimate
Communication Tactics
E-Newsletter
Writer's Fee (Written in-house)
Graphic Designer (in-house)
Distribution through email
Email Blast
Distribution
Radio-PSA Distribution
Produced- Script plus professional announcer
Media Alert Distribution
Email Blast
Writer's Fee (Written in-house)
Spokesperson Bio Distribution
Via Email
Print Advertisement (Posters for Concert)
Writer's fee (Written in-house)
Printing Fee-Based on Quantity
Graphic Designer (in-house)
Online Advertisement (For Concert)
Facebook Ads-Run month before concert
Pitch Letter Distribution
Via Email
Press Kit Distribution
Graphic Designer (in-house)
Print Distribution- Mail
0
0
0
0
200
1,000
0
0
0
0
0
0
0
6
0
0
0
0
1,000
0
0
0
0
200
1,000
200
0
0
6,000
27
Item Description Quantity Cost Per Unit Total Cost Estimate
Talent
No Doubt (Gwen Stefani) Donate Services
Counting Crows- Donate Services
The Bad Suns- Donate Services
Videographer- 4 hours
Photographer- 4 hours
Banners (Varying in Size)
Blankets (Donated)
Food Trucks (Comped by owners of trucks)
Car Sponsors (1 Tesla, donated)
Silent Auction Items (donated items, not
included car sponsor)
Sound System
Microphones, Speakers, with operator
(Comped by bands)
Lighting System
Other Items
Special Event Budget
Total
0
0
0
500
500
700
0
0
0
0
0
500
0
4
500
3
1
10-20
0
100-300
0
0
0
0
0
10,600
28
29
30
31
Part 2
32
TUSTIN, Calif. (FEB 2017) - Musicians from around Southern California will come together to perform at Miracles
for Kids’ first benefit concert, said Miracles for Kids CEO Autumn Strier.
“This concert provides attendees the chance to hear the best local artists perform, while at the same time,
helping a great cause, said Strier.
The concert, “Musicians Threading Miracles”, benefits Miracles for Kids, a non-profit organization dedicated to
bringing comfort to terminally ill children in Southern California. It takes place April 22, 2017 from 6 p.m. to 11 p.m.
at the Pacific Amphitheatre in Costa Mesa, California, said Strier.
Artists scheduled to perform include No Doubt, Fits and the Tantrums, The Bad Suns and Counting Crows, said
Strier.
A silent auction will be held during the show. Auction items include meet and greets with the artists, special
merchandise and gift baskets from the artists and local vendors, said Strier.
The concert costs $30 to attend, with all the proceeds going specifically towards the Miracles for Kids Cozies
program, which provides and delivers hand-sewn blankets to terminally ill children. Tickets are available online
at miraclesforkids.org, said Strier.
For more information, please contact Devon Hillard at devon@kitchentablepr.com.
News Release Media Contact: Devon Hillard
Kitchen Table Marketing + PR
760.505.0323
devon@kitchentablepr.com
33
Terri Benedict, Programs Coordinator
Spokesperson
Biography
Terri Benedict is the lead Programs Coordinator at Miracles for Kids Cozies. Most of Benedict’s job is
coordinating the process and making of the handmade blankets and comfort objects that the Miracles for
Kids Cozies Program is proud to make.
Benedict has been working with Miracles for Kids Cozies since its inception in April 2015. Before that she was
an active volunteer at The Joyful Foundation. When The Joyful Foundation merged with Miracles for Kids in
2015, Benedict continued her volunteering efforts. This makes her the perfect source for all things programs
related to this non-profit as she has been involved prior to the transition.
Benedict’s vast contribution to this organization can be seen through her management of the over 70
weekly volunteers at the Miracles for Kids Cozies Workshop in Old Town Tustin. Her involvement with the
Joyful Foundation started in 2007, when her niece lost her battle to pediatric cancer. What started as a
search to help her family recover from this tragic loss, became a greater opportunity and experience to
make a difference in so many lives.
She also founded the zero waste policy that the program proudly boasts. The zero waste program was
started by Benedict and her daughters by using the leftover fleece blanket scraps and transforming them
into dog toys and dog beds.
Benedict holds a BS in Accounting from Loyola Marymount University and has held many advertising, public
relations, marketing, and management roles at various businesses in the past, but her sheer passion for this
organization led her to become its Programs Coordinator. She is a stay at home mother and has three
daughters, Lauren, Audrey, and Julia. Terri lives in North Tustin with her husband, Glenn, and her children.
34
35
Website
36
37
38
Event Alert
Orange County Register- 10/27/17
For Immediate Release
Media Alert
Miracle for Kids Gets Cozie with a Benefit Concert
What: Miracles for Kids Cozies is hosting its first benefit concert.
Who: Miracles for Kids Cozies works with volunteers to create blankets to donate to sick patients in the
neighboring hospitals of Orange County and Los Angeles area. Chelsea Cavigli, Director of Development and
Operations at Miracles for Kids, will be available for interviews as well as Autumn Strier, the President and Co-
founder of Miracles for Kids.
Why: To fundraise for the program in a fun and interesting way that will allow its donors to see that they are
appreciated as well.
Where: Pacific Amphitheatre in Costa Mesa, CA.
When: Roughly estimated to be Saturday, April 22, 2017 from 6 p.m. – 11 p.m.
Media Contact:
Devon Hillard
Kitchen Table PR Representative
devon@kitchentablepr.com
http://www.miraclesforkids.org/programs/cozies
###39
Media Pitch
SUBJECT LINE: YOU’RE INVITED: NO DOUBT headlines for Miracles for Kids Cozie OC Concert
Hi XXX,
Orange county's No Doubt, Bad Suns, & Counting Crows and popular food trucks have joined forces
with Miracle for Kids Cozie’s (MFK Cozies) to bring to you a fun-filled evening. On April 22nd at the
Pacific Amphitheater in Costa Mesa at 6 PM, MFK Cozie’s the inaugural outdoor concert will donate
all revenue to their cause--creating, gifting, and sending warmth through a "cozie" blanket to children
in the hospital.
Additional to the food and music, there will be MFK Cozie blankets to buy. For every blanket bought,
a blanket will be made and delivered to a child in need. Here at Cozie’s we like to say everything is
"one thread away from a miracle", and we like to make miracles happen.
Below I have attached an official invite, along with our website and social. We’ve also sent a press kit
in the mail! Feel free to reach out regarding any other questions you may have.
Warmly,
[Name Here]
Attached invite
Link to site
@Cozie instagram
@Cozie facebook
@Cozie twitter
40
Media Kit This is the idea for packaging of our press kit. It is
a wooden box with a boom box designed on it.
This theme goes along with the idea of our
outdoor music concert.
Inside this box would be an invitation to the event
(outdoor music concert), basic history of the
company, a CD with PDFs of press information
(media clippings) and relevant images, the news
release for the event and frequently asked
questions about the company.
41
PSA
(Indie music plays, guitar strumming and humming) “Summer is here, the nights are warm and the stars
are out. Miracle for Kids Cozies is hosting their inaugural benefit outdoor concert. No Doubt, Bad Suns,
and Counting Crows, along with local food trucks will play at the Pacific amphitheater, on April 22nd.
Ticket revenue will go towards Miracle for Kid’s Cozie blankets program where kids in the hospital
receive hand-made blankets to keep them cozy and healing. For every blanket sold at the concert, we
will give a blanket. For more info check our Instagram and website out at @CozieBlankets. A Miracle is a
thread away… (music plays and then fades)
89.9 KCRW 107.2 KIIS FM105.1 Country
42
Concert Event Posters
This poster is meant
for the general public.
We will post these all
around the Orange
County area (coffee
shops, community
boards, small
businesses, etc. )
43
This poster is meant to
reach college students.
This would be posted on
college campuses in
Southern California
(Chapman, UCLA, USC,
CSUF, etc.)
44
45
Part 3
46
Local Trend Research
The Orange County community has several different outlets to help
Orange County patients and families of terminally ill children. With
multiple non-profits helping families going through such a rough time,
there seems to be a few trends in the types of services provided. It looks
as though the support given by these organizations are oftentimes split
up between emotional and financial support.
Many nonprofits in the Orange County area assist families by providing
emotional support. Whether that is bringing happiness to the patient or
providing comfort to the families, many of these non-profits find different
and unique ways to make this process much easier on everyone. Another
way these non-profits help the Orange County community is through
financial support. Lots of them provide housing assistance or help pay for
groceries and transportation to and from hospital visits.
In order to facilitate such great programs, these organizations mostly rely
on fundraising. One fundraising trend is to have a Golf Tournament or
Gala. Both are great sources of fundraising, as it is a fun way to spread
awareness and raise funds for their programs. Another fundraising trend
is to allow individuals to donate on their website. This is an easy and
direct way for individuals to help give to these organizations.
47
Niche Investigation: The niche we are dealing with for Miracles for Kids Cozies are organizations that deal
primarily with children facing life-threatening illness and providing support and supplies for them.
Interestingly and as one might guess with this niche, support can come in many forms. For example,
Miracles for Kids Cozies was built on the platform of creating blankets for these types of children.
However, other organizations that deal with children facing life-threatening illnesses will create product as
a means of supporting or even realize wishes. What I learned through research is that most organizations
that support children and their families facing life-threatening illnesses use wishes as a means of creating a
business. Very little organizations in this type of niche market create or make products.
Most of the services of children facing life-threatening illnesses ask for monetary donations or even,
experience donations rather than specific products. However, Project Linus and Crochet for Cancer both
have platforms similar to Miracles for Kids Cozies that create caps and blankets respectively. From this
research, I learned how important the monetary gifts and donations in general are for smaller non-profits.
While larger corporations (those similar to Make A Wish) can reach out to larger businesses to help realize
the dreams of sick children, smaller agencies and business need more of a grassroots movement to
increase product and ultimately, turnover. Thus, more volunteers could always be helpful in these types of
smaller or even medium-sized organizations.
Services for this niche are relatively needed as much as they were before. Sickness isn’t something that
generally changes rapidly especially if its life-threatening or terminal. One of the issues I’ve found while
researching though is that parents sometimes have a hard time covering hospital costs for those types of
procedures because of the healthcare system currently in place in the United States. While this doesn’t
directly affect what happens in the hospital, it is important to note, because these seemingly small services
like donating a cap or a blanket help improve the child’s overall experience that is otherwise extremely
taxing and difficult both physically and emotionally.
National Trend Research
48
International Trend Research
While researching this niche on an international level, I realized
that there are a few trends in this field. First, most of the
organizations that work on an international basis come from the
Western world, mostly being based in the United States, the
United Kingdom or Australia.
In terms of their programs, I discovered two main trends. The first
is that a lot of these organizations provide “wish granting”
programs, where they bring entertainment and happiness to
patients. Another program trend is for organizations to provide
patient treatment and care to low income communities around
the world.
Based off of this research, it seems like there is definitely room
for expansion and diversity. A lot of these organizations do pretty
much the same thing. It would be interesting for some of them to
take a new spin on helping terminally ill kids on an international
level.
49
Social Media Research
Social media can take a non-profit organization out of the shadows and into the light. Social media can
“double, triple, and even quadruple your exposure” (Orbitmedia). Using social media can be a great
outlet for ‘call-to-action.’ Social media can show authenticity of an organization's passion, and can
create Evangelists who then go on to do a lot of free PR for the non-profit. Social media is a powerful
tool to track success. An increase in followers shows the non-profit that people are listening, looking,
and interested in being up-to-date with the organization's plans and events.
During the research process of social media trends for nonprofits that are similar to Cozie’s, I
discovered there was almost always a Facebook account made for this specific type of nonprofit. There
were YouTube accounts and Twitter accounts, but most activity was from the company—not a lot of a
lot of interaction from followers. It’s important to note that the most successful trend was the use of
Facebook and the least popular (although I believe the most entertaining to add) was the use of
Instagram.
After looking around at similar sites the trend was having a good website people could refer to. Their
Facebook’s were used, but the organizations websites seemed to be the place for volunteers to get
involved, for information to be posted, and for funds to be donated. A good website is important, but
social media can attract more people to the cause, as well as, drive followers to the main website.
50
Competitive Literature
Website:
The first website is the general Miracles for Kids website because the Cozies program is a subset of company as a whole. The
site is designed very nicely, with soft blue colors complimented with large, easy-to-read font. The first picture you see is a portal
into the Miracles for Kids Cozies article on its partnership with Little Giraffe. This is good exposure for the program and the
partnership. If you missed the actual picture on the website and wanted to find the program on your own, there are many tabs
one has to pass through in order to come to the correct page. This could be difficult for any individual and could result in them
giving up on finding the program. Once you enter into the website specifically for the program, there isn’t too much content
besides a couple of press releases and events. This could be due to the newness of the program but there should be more
content and news of upcoming events if applicable. The tone of the information itself is very light and welcoming. It is excited for
the general partnership of Joyful foundation and Miracles for Kids as well as the partnership with the blanket company, Little
Giraffe. Keeping the tone and energy up will entice readers to stay up-to-date with the program and hopefully donate or
volunteer. Keeping this tone is of the utmost importance, because it not only affects the readers, but also the families and
patients that most likely are reading into the programs as well.
Social Media:
The company has no specific social media sites for Miracles for Kids Cozies. This goes for most of their other programs, but in
order to draw more attention to this program, there should be at least one to two specific social media sites dedicated to this
program. This would help broadcast the news and updates of the program better because it tends to get lost within all of the
other programs available on the company’s website. Another advantage of having specific social media sites would be that it
would draw in a younger crowd who could be potential volunteers and advocates for the program. Having social media
platforms could also a more first-hand look into the process of making the blankets and the volunteers who create them. This
transparency of the program will make it seem more trustworthy and attainable for its social media followers.
Miracles for Kids
51
Competitive Literature
The name:
One interesting tactic that Project Linus uses to position itself in this particular niche is simply the
organization’s name itself. Project Linus uses the character Linus as the logo next to the organization name
with a blue heart in between Project and Linus. Linus is a popular character from the “Peanuts” cartoon and is
known as the younger brother of Lucy van Pelt. The blanket next to Linus is often shown on the television
program and often referred to as his security blanket. Because Project Linus is an organization whose purpose
is to create blanket for children in need, the name is particularly effective once one draws the parallel
between the “Peanuts” character and the organization’s mission. The idea of a security blanket also uses its
name to provide detail and insight to its function. Thus, by associating this non-profit organization with a
beloved cartoon character, Project Linus strives to relate to children by providing support through the
homemade blankets they create, much like how Linus’ blanket provided him with security.
The Blanket Beacon newsletter:
The Blanket Beacon newsletter is the newsletter associated with Project Linus. The newsletter gives
information about how aspiring volunteers can get involved, upcoming events and programs, and other details
pertaining to the organization. The content in this newsletter conveys to its readers the organization’s strong
desire to get more people involved as well as emphasizing the importance of supporting Project Linus by
whatever means that are both available and possible to each volunteer or donor. Because the newsletter’s
consistently focuses on both the past and the future, by mentioning of ‘upcoming’ events, I believe this
content is striving to get the readers excited for the future just as the blankets are meant to provide hope and
excitement for the future for those who receive them.
Project Linus
52
Project Linus
FAQs:
As a reader, I really appreciate FAQs pages because I, too, normally have those questions. The FAQs page itself
conveys that many people are involved (or at least wanting to) in this organization and thus, are asking many
questions because they support Project Linus and the work they do. As a first time viewer of a website with a
FAQs page, I immediately feel more assured in the organization just because of the fact frequently asked
questions normally refer to an interested public or target audience. This page helps position the organization as
a leader in the field and also lets the readers know that the organization knows and acknowledges the audience
and the audience’s thoughts.
Visuals
My initial visual impression is that the website is a bit childlike. That is not to say that the website is foolish or
poorly executed. However, the layout and the type is just not that sophisticated. The font used for the logo is
Cooper Std and just as a font itself, it is much more childlike and playful than a standard Arial or something of
that nature. Most of the rest of the text is in a white Serif font on a black background or vice versa, which is easy
to read, just not that visually stimulating. The website makes a great use of color, however. The colors are bright,
yet soothing and are a myriad of blues and greens. I particularly like the shades of blue and green in the three
boxes halfway down the homepage. The website also makes good use of rotating photographs that show
children enjoying the blankets and people making it. Another great visual aspect of Project Linus’ website is that
it is extremely easy to navigate; I am able to find whatever information I need within seconds because of how
accessible all parts of the website are. Perhaps my favorite visual aspect of Project Linus’ organization is its logo.
The organization uses a cartoon drawing of Linus in its logo holding a blue blanket. That blue color is not only
emphasized again in the background of the whole webpage, but also can be seen in the blue line underneath
the organization’s name and in the cartoon heart between the words ‘Project’ and ‘Linus.’ While the website’s
design isn’t that simplistic or sophisticated, it does appeal to a person’s childlike tendencies or sense, which is
perhaps the tone the designer was hoping to achieve. Project Linus strives to create a welcoming energy for kids
through their homemade blankets, which is paralleled in their website design as well.
53
Ronald McDonald House
Overview:
The Orange County Ronald McDonald House is a non-profit organization that provides support and comfort
care to ill children and families in Southern California. Their main program is their housing program, which
provides a comforting “home away from home” for the families of seriously ill children receiving treatment in
Orange County hospitals. When talking to Miracles for Kids, they explained to us that the Orange County
Ronald McDonald House is their main competitor.
In terms of the Orange County Ronald McDonald House’s competitive literature, they have created many
successful pieces that are cohesive, professional and well thought-out. First, the majority of their literature
sticks to the same color scheme: red, white and yellow, which just so happen to be the main colors of
McDonald’s. However, all of the pieces of literature do not stick to the exact same red and yellow. Instead, they
use different shades for different pieces of literature, which is a nice touch because the reader can tell that
they are meant to be together, but the pieces are not identical. In a way, it gives each pamphlet or flyer its own
voice. In all of their pieces, the organization does a great job at create very cohesive and well-developed PR
pieces.
Website:
The Orange County Ronald McDonald House website is a great example of what a website should look like.
Not only is it up-to-date, but also it is very easy to navigate through. The tabs at the top of the page create
sub-tabs, which all seem to have logical placements. Furthermore, the color scheme of the website
complements the branding of not only the Ronald McDonald House logo, but also McDonald’s in general. For
the most part, the website uses red and white, which ends up being very bright, clean and cheerful. Another
positive part of the website is the quality of photos provided. The photos seem to be from events or of families
that benefit from the Orange County Ronald McDonald House. This brings credibility to the site, as it shows
instead of tells the impact the organization has on the community. Other positive aspects of the website
include its mobile-friendly technology and easy links to their social media.
54
Ronald McDonald House
Adopt A Room Partnership Package Flyer/Pamphlet:
This piece looks very professional and credible. There are many reasons for this. First, the photograph on
the front page is of very high quality and looks classic in the sepia tone used. The two young children
hugging each other create warmth to this informational flyer. It evokes the feeling that the Orange County
Ronald McDonald House is a family, not just an organization. Furthermore, the pictures throughout the
flyer are of actual families that benefit from the Ronald McDonald House in Orange County. By using real
photos from the organization makes the organization look more credible than if they used stock images.
Another important aspect of this flyer is its intent. This piece is used to make people want to “adopt a
room”, or in others words, donate a large amount of money to the Ronald McDonald House. One can
assume this because the price of adopting a room is rather expensive and the color palette and text
format seems to have a mature tone, which makes one assume they are targeting individuals who have a
lot of money to give.
The flyer does a great job of not overwhelming the reader. The text and spacing is easy to read and
inviting. Furthermore, the layout of information seems logical. It starts out with a thank you letter from the
executive director, and then goes into an overview of the “Adopt a room” program. Then, the flyer goes
over the impact and benefits that come along with adopting a room. Finally, the call to action of the piece
is found on the final page of the pamphlet, where individuals can fill out a “Partnership Commitment”, and
select an option of sponsorship. Overall, the layout of the pamphlet flows nicely and while it is
informational, it doesn’t feel overwhelming.
55
Ryan's Case for Smiles
Overview:
Located in Wayne, PA, Ryan’s Case for Smiles was created by Cindy Kerr. She started making pillowcases for
her son Ryan to make his hospital stay brighter throughout his cancer treatment. After Ryan passed, Kerr went
on to create over 120 chapters worldwide that organize the creation of pillowcases for life threatening sick
children. Their logo says their name in childlike font, written in black and light blue. There is subscript saying
“formerly ConKerr Cancer” so it’s clear to donors and volunteers this is the same company, but now called
Ryan’s Case for Smiles. There is a little kid holding a big pillowcase next to that font in the logo. This logo is
found on the website and on all material presented to volunteers and the press. This unifies all of their material
and gives a fun, clean, and relatable feel to their non-profit.
Ryan’s Case For Smiles Website:
Ryan’s Case for Smiles website does a great job at showing the cross over from it’s name change/merger. It
used to be ConKerrCancer.org, but when you type that in, it post a message that says this company still exists
and has just grown and developed into a new brand. There is a button to click that links you to the new name
and site, Ryan’s Case for Smiles. From here the website is friendly and quick to navigate. Right off the bat the
first things that stand out are the upper right hand corner, “Donate Now” is in large letters. Also, all the social
media sites have links that are visually displayed by the social media symbols. The font for the site is bold,
without serif’s making it extremely clean and professional. The picture they chose to be front page image is a
young kid smiling and bold script that reads “Helping kids feel better, so they can heal better” It’s main page
also includes a good amount of tabs that break down the organization, news coverage, ways to get involved,
stories of those that have been helped, a FAQ and contact tab. This entire site presents itself professionally,
yet has a soft kind tone to it based off it’s colors and simple set up.
56
Ryan's Case for Smiles
Press Release:
The press release has the logo for the organization at the top of the screen. I think that the logo here is too
small, because when the logo is blown up it shows a kid smiling holding the pillowcase. It makes it such a
happier logo when you can see a little more detail with it being a little bigger. It’s text is simple and it has some
things bolded. The lines that are bolded are headlines and sentences that make an impact. The layout isn’t that
clean, I see what they were doing with the photo at the top, but it just makes the formatting look off. Which
leads me to focus on the formatting instead of the content. The photo that they chose to put into the press
release is cute, it’s the 1 millionth pillowcase made, but I feel like they should’ve created a link instead of
pasting it into the press release.
Fact Sheet:
Ryan’s Case for Smiles Fact Sheet has the logo at the top of the page. This logo is too small here again, but has
great font and title. This fact sheet makes this organization feel legitimate and professional. The fact sheet
answers, Who, What, When, Where, Why, and How, as well as, some scientific information. Their scientific
statistics explains and verifies the reason behind why these pillowcases are so helpful for kids. This fact sheet
not only is important for journalist wanting to write about the non-profit, but it also is great for people wanting to
volunteer. It makes me as a reader, want to volunteer for them because it represents their cause extremely well
and makes me feel like I would make a big difference by donating time, money, or a pillowcase. I think Miracle
for Kids should adopt this method. They should create a fact sheet specifically towards the Cozie blankets, and
the sheet should not only include facts about the non-profit, but should include a little scientific research as to
the reasons why blankets are comforting, and as to why there is a need for these blankets. It personalizes the
organization.
57
Key Publics
Key Public Audience: Retired Citizens (volunteers)
This public contains mostly females who are retired living in the surrounding areas serving as volunteers.
These women are drawn to Miracles for Kids Cozies because of the organization and how they can support
the organization. A key task volunteers are asked to do is sew, which this public, generally, can do very well.
These women are also typically older and may be grandparents, so the idea of nurturing and providing for a
younger human being is something that appeals to their emotions. These volunteers benefit from helping
Miracles for Kids Cozies because it allows them to express themselves in their free time as most of them, as
aforementioned, are retired and don’t have full-time or even, part-time jobs. This keeps these people busy,
while also giving them a community of like-minded individuals wanted to serve the Miracles for Kids Cozies
company. The Miracles for Kids Cozies workshop isn’t extremely high-maintenance or high-pressure, so
these volunteers can learn to sew if they don’t know how to already, have the experience of helping out,
and simply enjoy the company of others around them while helping out.
Self Interests: helping out in the community, helping the children, interest in sewing or other tasks Miracles
for Kids Cozies volunteer program offers.
Influentials: other current volunteers, people in surrounding community, sick grandchildren or family/
friends of sick children.
58
Key Public Audience: Parents of terminally ill children in Orange County and Los Angeles
This public consists of parents who have a child under the age of 18 with a terminal illness and live in
Orange County or Los Angeles County. If they don’t live in these areas, their child might receive medical
treatment from an Orange County or Los Angeles County hospital. This key public is interested in
Miracles for Kids because the organization’s programs cater towards serving and helping children facing
a terminal illness and their families. Furthermore, a majority of their programs revolve around financial
assistance or wish granting. Some examples of their financial programs include the following: Fund-a-
Family, Miracle Manor (housing), and their Grant Program. Because of this, Miracles for Kids needs to
target those in charge of a family’s finances, which will most likely be the parents. Another reason as to
why this is a key public for Miracles for Kids is because parents want to provide the best life for their child,
especially if they are in pain. Miracles for Kids has lots of programs that provide comfort for children
facing such difficult times, such as the Miracles for Kids Cozies. Thus, parents would be very intrigued in
knowing about and using Miracles for Kids’ resources.
Self-Interests: helping their children, providing a better and more comforting life for their child, receiving
financial assistance for hospital bills, housing, monthly bills, etc.
Influentials: doctors, medical staff, support groups for terminally ill children, other parents in similar
situations, family members and friends.
Key Publics
59
Key Public Audience: College Students in Orange County
College Students in Orange County should be one of, it not, the main target audience for the Miracle for Kids
Cozies. Specifically sports and Greek life students at UCLA, USC, and Chapman. Both Greek life and sports
teams are actively involved in volunteer work on those three campuses. The people involved in these
organizations normally are allocated time to put into non­profit work. Whether it’s fundraisers or
attending/supporting events they love to raise money and awareness. Normally they are heavily involved with
volunteer work, but they also have fans and outside people ready to join in and get involved. These types of
college students are motivated by competitions and fun events. College students want to help and be engaged,
but they also have the track record to attend and be most interested in competitive events and things that are
cool, like concerts or free food. Being a college student I feel like I can speak towards the masses, that we
absorb most of our information from all the social media content that we scan and explore. Almost everyone you
meet will have one or more social accounts; Facebook, Instagram, Twitter, Blog, Snapchat, and Pinterest.
Self Interests: Competitive nature, love hands­on work, social media as news source, genuinely want to help
non­profits, but also normally have set hours of community service to complete
Influentials: Professors, Greek Life PanHellenic, Sports Team Coaches, and Celebrities
Key Publics
60
Field Trip
The event I attended for Miracles for Kids Cozies was a volunteering event. The Programs Coordinator, Terri Benedict, and two
other volunteers besides myself were there. The event scheduled was called “Blanket Quality Control” and one of the other
volunteers and I checked the already made blankets to make sure they were produced with high quality and with no errors.
Additionally, we folded the blankets in a particular manner and put ten into a bag before moving them to storage. The other
volunteer there was sewing parts for different blankets and really just working on her own time. The event took place at the
Miracles for Cozies workshop in Old Town Tustin. I went to the volunteer event on September 25, 2015 from 10 a.m. until 12 a.m.
The event was held for volunteers to come help make the blankets and check to make sure that the ones already made looked
the best they could.
The goal of this event was the ensure that the blankets made earlier in the week were made with the proper quality expected of
Miracles for Kids Cozies. There was no real expectation for how many people would show up, but Benedict claimed that Friday
was the slowest day because it wasn’t a designated sewing day, which attracts most of their volunteers.
The event took place in a sizable, blue room with space for 10 sewing machines and the accompanying working area, two large
tables to match fabric and sort through during quality control, and then a large section in the back filled with stacks of all types of
fabric. The location for this volunteering experience was perfect, but if Miracles for Kids Cozies wants to expand its volunteering
opportunities, they definitely need to move locations because their present one would be far too small to accommodate larger
numbers.
I do believe the event was a success for its purpose of quality controlling the blankets made earlier in the week. In the two hours
I was there, the other volunteers and I quality controlled 160 blankets and put them into storage.
Public relations didn’t do anything to promote the event. More information about how to volunteer and when could be written on
their website; however, I had to communicate with Benedict directly before even finding out if I could volunteer. I think it is
difficult to generate lots of buzz for a smaller weekly event, but the first step should be presenting the information publicly so
that if anyone wants to find it, they are then able.
61
Survey Results:
What year are you? Whatisyourfavoritewaytohelp?
AreyouinterestedinVolunteerwork? Are youinvolvedinanyofthese:
62
Whateventwouldyouattendiftherewasasmallcovercharge,butallproceedswentto alocalnonprofit
Ifyouwantedtovolunteeratalocalnon-profithowwouldyouliketohearaboutopportunities
63
Terri Benedict is the programs coordinator for the Miracles for Kids workshop.
Speaking with her was beneficial for our team because she was able to
provide us insight into how the Miracles for Kids Cozies workshop operates.
We discussed topics like the volunteer process, the Joyful Foundation merger
and her daily tasks.
Through the conversation, we learned that there are fun and interesting ways
for people to get involved with the organization. For example, prior to the
interview, we assumed that the only way one could volunteer with the cozies
workshop was if they knew how to sew. Benedict let us know that they need
help in all aspects of the workshop, ranging from quality control to blanket
deliveries.
We were also able to learn what a typical volunteer is like at the workshop,
since Benedict herself was once a volunteer. Benedict shared her story as to
why she started working with Miracles for Kids. In 2005, her niece was
diagnosed with stage four neuroblastoma. Through her treatments, Benedict
said that the blanket her niece received brought her the last smile she would
ever have. Benedict wanted to help others feel that joy, so she started
volunteering with the Joyful Foundation, which recently ended up merging
with Miracles for Kids. This conversation was helpful on so many levels, as we
now have a better insight into the structure of the cozies workshop and its
volunteers.
Terri Benedict - Programs Coordinator at the Miracles for
Kids Workshop
Interviews
64
Alison Fordonski works as a development coordinator at Miracles for Kids. In
other words, Fordonski works on the business side of the organization. Her
responsibilities include, but are not limited to the following: grant writing,
donation and auction database management, school club management and
expansion, tax receipting and the Fund-a-Family program. Interviewing
Fordonski was beneficial for our team because she gave us great insight as
to how the organization functions financially. She explained that the Miracles
for Kids programs are funded by individuals, corporations, external grants,
community events and fundraising events, like their annual gala. By
conducting this interview, our group now has a better understanding of how
the organization operates on a financial level.
Alison Fordonski - Development Coordinator at Miracles
for Kids
Interviews
65
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“Making A Difference” Make A Wish Foundation Organization. Web. http://wish.org/about-us/making-a-difference
“Make a Donation and Gifting Ideas” Project Linus. Web. https://www.projectlinus.org/donations/
“Music For a Cure.” Music For a Cure. Web. 13 Sept. 2015. <https://www.giveback.org/cause/21619/Music-for-a-Cure.aspx>.
“New Chapter” Project Linus. Web. https://www.projectlinus.org/newchapter.php
“Services.” Childhood Cancer Foundation of Southern California. Web. 13 Sept. 2015. <http://www.ccfsocal.org/candle2/services>.
“What We Do.” George Mark Children’s House. Web. 13 Sept. 2015. <http://www.georgemark.org/about-us/what-we-do.html>.
https://www.facebook.com/MiraclesForKids
http://www.joyfulfoundation.org/
https://twitter.com/miraclesforkids
67
THANK YOU!

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Miracles for Kids Final Project

  • 1.
  • 3. A Public Relations Campaign by Ashley Alvarez, Natasha Super, Kelly McCarthy, Lilly Rolnick 2
  • 4. Table of Contents Executive Summary .......................................p.4 Core Problem/ Opportunity ....................p.5 Goals ..........................................................................p.6 Strategies ...............................................................p.8 Big Idea ...................................................................p.12 Calendar ................................................................p.16 Objectives and Evaluation .......................p.20 Budget ...................................................................p.26 Communication Table ................................p.29 News Release ................................................................p.33 Spokesperson Bio ......................................................p.34 Website ..............................................................................p.36 Event Alert .......................................................................p.39 Media Pitch ......................................................................p.40 Media Kit ............................................................................p.41 PSA ........................................................................................p.42 Posters ................................................................................p.43 Part 1 Part 2 Part 3 Trend Research .............................................................p.47 Competitive Literature .....................................p.51-57 Key Publics ...............................................................p.58-60 Field Trip ..............................................................................p.61 Survey Results .......................................................p.62-63 Interviews ...................................................................p.64-65 Bibliography .....................................................................p.66
  • 5. Executive Summary CAMPAIGN THEME: Making miracles, one thread at a time. PRIMARY GOAL: To increase awareness and presence of Miracles for Kids and the Cozies program. KEY PUBLICS: 1. College students in Orange County 2. Parents of sick children in Orange County 3. Retired citizens (to volunteer at the Cozies workshop) STRATEGIES: TACTICS:: 1. Raise donations 2. Create general awareness for Miracles for Kids Cozies, especially because of its merger with Joyful Foundation 3. Physical Involvement via a Benefit Concert. 1. To establish and properly promote this program, we have created a number of tactics, which encompass social media relations, traditional media relations, and creative event planning. 2. Big Idea: Benefit Concert Event While we have suggestions on updating the organization’s website, social media platforms, etc., the main focus of this campaign revolves around an event we have created, “Musicians Threading Miracles: A Benefit Concert”, all of which will be discussed later on. Our budget for this entire campaign will be $10,600. Finding out that your loved one has a terminal illness is never easy. Finding out that your child has that illness is even more heartbreaking. Miracles for Kids is a non-profit organization that was founded in order to help make that heartbreak a little bit more manageable. Their programs provide financial aid, basic needs, and wellness to patients and their families. Through its programs, the organization helps to create stability when families are crumbling from the financial and emotional devastation that comes along with having to fight for their child’s life. Recently, Miracles for Kids added on a new program, Miracles for Kids Cozies, which provides hand-sewn blankets to children facing a terminal illness. These blankets bring comfort to these children that are already facing so much. With the launch of this new program, Miracles for Kids needs a Public Relations campaign that will help promote and publicize this program to the public. 4
  • 6. Core Problem/Opportunity If Miracles for Kids does not increase its awareness and funding, then it will not be able to expand their services and give more cozies to terminally ill children and their families. 5
  • 7. Goals Goal #1 To increase financial stability of Miracles for Kids Cozies to help maintain the organization and its benefits after the merge of Miracles for Kids and The Joyful Foundation Goal #2 To increase Miracles for Kids Cozies volunteer involvement Goal #3 To increase awareness of the Miracles for Kids Cozies program and Outdoor concert event 6
  • 8. 7
  • 10. 1. Create a partnership and fundraiser with local restaurants (pizza press, 800 degrees, blaze) to raise monetary funds. 2. Reach out to Michael’s or JoAnn’s and have them donating supplies needed to make the blankets: sewing fabrics (when applicable), but mostly machines and other sewing materials. 3. Create a blanket bundle product to buy as a donation. 4. Hold a concert and invite prospective and existing donors, asking for a cover charge to attend the event, while also encouraging them to donate through separate financial means. 5. At the concert, hold a silent auction with desirable and luxurious items for donors to bid on. Strategy 1: Raise Donations Tactics 9
  • 11. Strategy 2: Create Awareness of Cozies Tactics 1. Change Joyful Foundation website to link to Miracles for Kids’ website. That way, there is no confusion about the merger of the two organization’s merger. 2. Create a more visible link to the Cozies page on the Miracles for Kids homepage, in hopes to generate more awareness of the program. 3. Send out an email blast to current Miracles for Kids database. This blast would highlight different topics such as the following: patients who have received a blanket from the organization, the Little Giraffe sponsorship, facts about how receiving a blanket can improve the attitude of ill children, etc. 4. Create a social media campaign centered around the cozies. As of right now, the only social media they have is for the organization itself, nothing specifically to do with the Cozies program. This social media campaign would use #onethread and create a dialogue between the organization and the consumers. 5. Reach out to local doctors (private practices or hospitals) to help spread the word of the Cozies to their patients. 10
  • 12. Strategy 3: Physical Involvement Tactics 1. Create college representatives at each University to organize volunteer opportunities. 2. Have a Cozie representative go into Greek meetings and explain the organization, how the hours to volunteer are open, and that they can get easy hours. 3. Host a competition on social media, volunteers must post a photo of them volunteering with the hashtag #onethreadcompetition and the most creative photo will win a prize. 4. Create a short video that promotes volunteer work and shows a little about Cozies 5. Host a sew-a-thon, with prizes and speakers 11
  • 13. Big Idea: Benefit Concert 1. Send invites to specific children’s philanthropic donors, families in the Orange area, and Hospital members (Doctors, employees, Board Members, etc.) 2. Email media alerts and digital media kits to key media outlets in the Orange and LA area. 3. Secure at least 3-4 bands/performers to perform at the concert (Examples: The Bad Suns, Carrie Underwood, Fits and the Tantrums, No Doubt, Sheryl Crow, Counting Crows, etc.) 4. Secure a celebrity or well-known individual to MC the event. 5. Secure a well-known company to sponsor the event such as Samsung who can also broadcast their products. 6. Secure a Car company to have a car auctioned off at the event ( Preferably Tesla). 7. Pitch to local media to get local placement in print, radio, online. Host a concert in an outdoor amphitheater in the Orange County area. Pre-Event Tactics: 12
  • 14. Big Idea: Benefit Concert 1. At the entrance provide blankets for the guests to sit on during the concert 2. Communicate to each guest who walks in that the proceeds for every blanket purchased will be donated to Miracles for Kids Cozies program to create a blanket for a child who is currently being hospitalized. 3. Refreshments and food trucks will be present for guests to enjoy 4. A car will be on display that will be auctioned off before the third act. 5. Have all three performers perform with the well-known MC coming in between the sets talking a little bit about the organization and how the audience can get involved even after the event. 6. Close with a child/family who is willing to come and talk about how they have been affected by the company and their appreciation for the program. During Event Tactics 13
  • 15. Big Idea: Benefit Concert 1. Send thank you emails to all of the attendees wrapping-up the event with information such as how much money was raised, how many blankets can be made, and sponsorship/volunteer information. 2. Send handwritten thank you cards to the well known philanthropic donors that attended 3. Keep Social Media outlets up-to-date with pictures of blankets being made or donated from the proceeds generated from the concert 4. Compile a coverage report for the Miracle for Kids org. Post-Event Tactics 14
  • 16. 15
  • 18. January 2016: 1/2/16 Analyze the cost production of the blankets, continue to analyze monthly until August-- begin decreasing cost of blankets by 1% 1/3/16 Create social accounts (Facebook, Twitter, and Instagram) specifically for Cozie’s 1/4/16 Change the website to have not just an obvious “Donate Now” link, but also anobvious “Get Involved” link that sends visitors to a schedule of volunteer events 1/8/16 Measure blanket waste, start decreasing blanket waste February 2016: 2/4/16 Create database of current volunteers in Greek community at UCLA, USC, and Chapman before Cozie representative speaks and visits universities 2/5/16-2/7/16 Have a Cozie representative go into Greek sororities and fraternities on campus at UCLA, USC, and Chapman to present the volunteer opportunities available 2/10/16 Evaluate number of volunteers in those demographics in future months following February 2016 until June 2016 March 2016: 3/2/16 Create a weekly wrap-up e-mail to send out that contains volunteer opportunities (also can contain how many blankets were given out and maybe a spotlight on a child/family helped) 3/8/16 Ask 15 volunteers to share donation form with family, friends, and local Orange County 3/9/16 Measure blanket waste 3/15/16 Begin the 1 of 6 local (Orange County) businesses participate in fundraisers by October 2016 Calendar (2016-2017) 17
  • 19. December 2016: 12/10/16 Pitch long leads for benefit concert and other aspects of organization 12/29/16 Reach out to specific prominent donors and celebrities who donate to Children’s Hospitals to enlist their help of promoting the mission of the program and event January 2017: 1/5/17 Enlist the help of 10 businesses in the Orange County and LA area to help promote the program through advertising the program/event in their stores 1/10/17 Enlist the help of prominent community members in Orange County to promote the program and the concert event 1/11/17 Launch #OneThread social campaign-- get a conversation going about making a difference one thread at a time February 2017: 2/18/17 Run radio spot on the benefit concert March 2017: 3/20/17 Pitch short leads for concert April 2017: 4/22/17 Host benefit concert 4/20/17-4/27/17 Track coverage from concert May 2017: 5/10/17 Analyze donation increase, volunteer increase, and awareness over the past four quarters 18
  • 20. 19
  • 22. Objective 1. Reduce blanket waste by 20% by March 2016 to save money on fabric. Measure blanket waste in January 2016 Continue implementing new tactics and strategies to reduce waste through March 2016 Measure blanket waste in March 2016 If blanket waste has been reduced by 20% by March 2016, this will be considered successful. Objective 2. Ask 15 volunteers to share donation form with family, friends, and local Orange County businesses by May 2016. Track how many volunteers are sharing donation forms from March 2016 until May 2016. Track progress of 15 selected volunteers to ensure that businesses, friends, and family are receiving this form by May 2016. Track how many volunteers have shared donation forms from May 2016 until July 2016. If 15 volunteers share donation form with family, friends, and local Orange County business by May 2016, this objective will be partially successful. The second benchmark of this objective would be ensuring that at least one party or person that the respective 15 volunteers reached out to donated in some way. Track action of donations of select family, friends, and local Orange County businesses through surveys from March 2016 until May 2016. Track action of donations of select family, friends, and local Orange County businesses through surveys from May 2016 until July 2016. If the number of donations have been increased, then the call to action through physical donation forms would be considered successful. Objective 3. Have 6 local (Orange County) businesses participate in fundraisers by October 2016. Evaluate participation of 6 local (Orange County) businesses in fundraisers from March 2016 until October 2016. Evaluate attendance of these fundraisers from March 2016 until October 2016. If 6 local businesses participate in fundraisers for Miracles for Kids Cozies by October 2016, this objective will be considered partially successful. The other half of this objective asks that the fundraisers are actually successful in increasing monetary donations, therefore: Track the monetary donations through fundraisers from January 2016 until March 2016 (these numbers should be slim, if not, non-existent). Track the monetary donations through fundraisers from March 2016 until October 2016. If the number of monetary donations through fundraisers has increased, then this objective will be considered successful. 21
  • 23. Objective 4. Decrease cost of production of blankets by 5% by June 2016. Evaluate the cost of production in January 2016. Evaluate the cost of production from February 2016 to June 2016, in monthly increments. Evaluate the cost of production in July 2016 and August 2016. If the cost of production of blankets has been reduced by 5% by June 2016 and maintained in the subsequent months, then this objective will be considered successful. Objective 5. Hold music concert event to increase donations by 20% by April 2017. Evaluate amount of donations received before April 2016 as a benchmark to consider the donations given before the music concert. Evaluate sales of tickets to the music concert from January 2017 until April 2017. If the music concert event increased donations by 20% by April 2017, this objective will be considered successful. Objective 6. Create a weekly wrap-up e-mail to send out that contains volunteer opportunities (Also can contain how many blankets were given out and maybe a spotlight on a child/family helped) Compile a list of emails, in the form of an email server, to receive this weekly wrap-up email by April 2016. Continue to update the list as new volunteers and interested donors or other persons become interested in the organization as needed. If we create a weekly wrap-up email, then this objective will be partially successful. Part of this objective also suggests participation from those receiving the emails. Therefore: It is important to measure the number of volunteers prior to the creation of the wrap-up email. Once the wrap-up email is created, make sure to measure the number of volunteers that were referred through this email. This would be done through volunteer surveys asking how they heard about the organization. If some volunteer participation increased because of these emails, this objective would be considered successful. Objective 7. Create a Facebook, Twitter, and Instagram that posts a photo a week that engage followers enough to respond to the ‘call-to-action’ captions by March 2016. Track amount of Facebook, Twitter, Instagram per week during January 2016. Implement posts of photos one a week on Facebook, Twitter, and Instagram by March 2016. Track amount of followers who engage with photos on Facebook, Twitter, and Instagram during January 2016. Track amount of followers who engage with photos on Facebook, Twitter, and Instagram from February 2016 until March 2016. If the number of followers who engaged with photos posted once a week on Facebook, Twitter, and Instagram increased from January to March 2016, then this objective will considered successful. Continue to evaluate with this formula. 22
  • 24. Objective 8.Have a Cozie representative go into Greek sororities and fraternities on campus at UCLA, USC, and Chapman to present the volunteer opportunities available by February 2016. Create database of current volunteers in Greek community at UCLA, USC, and Chapman before Cozie representative speaks and visits universities. Have Cozie representative visit Greek community at UCLA, USC, and Chapman from January 2016 until February 2016. Evaluate number of volunteers in those demographics in future months following February 2016 until June 2016. If the the Cozie representative came to Greek communities at UCLA, USC, and Chapman and following that meeting more volunteers became involved, then this objective would be considered successful. Objective 9. Change the website to have not just an obvious “Donate Now” link, but also an obvious “Get Involved” link that sends visitors to a schedule of volunteer events. Track amount of visits to Donate Now link Track amount of visits to Get Involved link Track follow through of call to action on Donate Now link Track follow through of call to action on Get Involved link, i.e. they actually do get involved in events and other Miracles for Cozies activity. This follow through can be completed through volunteer surveys. If the amount of visits to the Get Involved link equals or surpasses the amount of traffic to the Donate Now link then this objective could be considered partially successful. The true success of this objective would be the follow through of the traffic that click on the call to action links. Objective 10. Have five volunteers recruit five more new recruits by May 2016. Create catalog of volunteers so that it become easier to navigate those who have volunteered for the organization. Track the amount of current volunteers in January 2016 until May 2016. Track the amount of new volunteers from January 2016 until May 2016. Survey new volunteers to find out how they came to know about Miracles for Kids Cozies and if they were referred by any existing employee. If five volunteers recruited five more new recruits by May 2016, then this objective would be considered successful 23
  • 25. Objective 11. Create social media platforms (Facebook, Instagram, etc.) specifically for the program by March 2016 that are engaging (posts every week) and require action and have 200+ followers on said social media platforms by the time of the event in April 2017. Evaluate participation of organization on social media before this campaign is put into action. Evaluate participation of organization on social media from January 2016 until March 2016. Evaluate number of followers prior to launch of this public relations campaign. Evaluate growth of followers from January 2016 until March 2016. Continue to evaluate growth monthly until April 2017. Track follower participation (engagement with posts, call to actions) on social media platforms before launch of this public relations campaign. Track follower participation (engagement with posts, call to actions) on social media platforms from January 2016 until March 2016. Track follower participation (engagement with posts, call to actions) on social media platforms from April 2016 until April 2017 in monthly increments. If participation from the organization on social media sites increases, the organization gains 200+ followers on those sites, and followers continuously engage with the material, then this objective will be considered successful. Objective 12. Create a more intriguing and enticing page for the program and event on the Miracles for Kids website. Evaluate traffic and engagement to/with the website prior to the implementation of this plan. Evaluate traffic and engagement to/with the website after the implementation of this plan. If more people interact with the website and generate more traffic, then this objective will be considered successful. Objective 13. Reach out to specific prominent donors and celebrities who donate to Children’s Hospitals to enlist their help of promoting the mission of the program and event. We will do this by emailing their publicist by December 2016 to start campaigns. Track specific engagement and participation by prominent donors and celebrities who donate to Children’s Hospital prior to December 2016. Track specific engagement and participation by prominent donors and celebrities who donate to Children’s Hospitals after to December 2016. If the specific engagement and participation by prominent donors and celebrities who donate to Children’s Hospitals increases specifically after December 2016, this objective will be considered successful. 24
  • 26. Objective 14. Enlist the help of prominent community members in Orange County to promote the program and the concert event by January 2017. Evaluate participation of prominent community members in Orange County in regards to promoting the program and the concert event from September 2016 until November 2016. Evaluate participation of prominent community members in Orange County in regards to promoting the program and the concert event from December 2016 until January 2017. Evaluate participation and engagement of the public that the community members in Orange County had reached out to from January 2017 until April 2017. This will be done through surveys. If the participation and engagement from the community increases by January 2017 and if the public’s participation and engagement increases after January 2017 until April 2017, this objective will be considered a success. Objective 15. Enlist the help of 10 businesses in the Orange County and LA area to help promote the program through advertising the program/event in their stores by January 2017. Evaluation of engagement with the advertising for the program/event will be done through surveys in which publics can describe how they heard about the program or event and from who (which organization or person from an organization). The benchmark for this would be all the business before the start of their involvement. Evaluate the involvement and participation of 10 businesses in Orange County and LA area that were selected to advertise on behalf of Miracles for Kids Cozies’ program and event by January 2017. If the 10 businesses did their part to participate in advertising the program and event by January 2017 and if the public also became engaged because of this advertising, this objective would be considered successful. 25
  • 28. Item Description Quantity Cost Per Unit Total Cost Estimate Communication Tactics E-Newsletter Writer's Fee (Written in-house) Graphic Designer (in-house) Distribution through email Email Blast Distribution Radio-PSA Distribution Produced- Script plus professional announcer Media Alert Distribution Email Blast Writer's Fee (Written in-house) Spokesperson Bio Distribution Via Email Print Advertisement (Posters for Concert) Writer's fee (Written in-house) Printing Fee-Based on Quantity Graphic Designer (in-house) Online Advertisement (For Concert) Facebook Ads-Run month before concert Pitch Letter Distribution Via Email Press Kit Distribution Graphic Designer (in-house) Print Distribution- Mail 0 0 0 0 200 1,000 0 0 0 0 0 0 0 6 0 0 0 0 1,000 0 0 0 0 200 1,000 200 0 0 6,000 27
  • 29. Item Description Quantity Cost Per Unit Total Cost Estimate Talent No Doubt (Gwen Stefani) Donate Services Counting Crows- Donate Services The Bad Suns- Donate Services Videographer- 4 hours Photographer- 4 hours Banners (Varying in Size) Blankets (Donated) Food Trucks (Comped by owners of trucks) Car Sponsors (1 Tesla, donated) Silent Auction Items (donated items, not included car sponsor) Sound System Microphones, Speakers, with operator (Comped by bands) Lighting System Other Items Special Event Budget Total 0 0 0 500 500 700 0 0 0 0 0 500 0 4 500 3 1 10-20 0 100-300 0 0 0 0 0 10,600 28
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  • 34. TUSTIN, Calif. (FEB 2017) - Musicians from around Southern California will come together to perform at Miracles for Kids’ first benefit concert, said Miracles for Kids CEO Autumn Strier. “This concert provides attendees the chance to hear the best local artists perform, while at the same time, helping a great cause, said Strier. The concert, “Musicians Threading Miracles”, benefits Miracles for Kids, a non-profit organization dedicated to bringing comfort to terminally ill children in Southern California. It takes place April 22, 2017 from 6 p.m. to 11 p.m. at the Pacific Amphitheatre in Costa Mesa, California, said Strier. Artists scheduled to perform include No Doubt, Fits and the Tantrums, The Bad Suns and Counting Crows, said Strier. A silent auction will be held during the show. Auction items include meet and greets with the artists, special merchandise and gift baskets from the artists and local vendors, said Strier. The concert costs $30 to attend, with all the proceeds going specifically towards the Miracles for Kids Cozies program, which provides and delivers hand-sewn blankets to terminally ill children. Tickets are available online at miraclesforkids.org, said Strier. For more information, please contact Devon Hillard at devon@kitchentablepr.com. News Release Media Contact: Devon Hillard Kitchen Table Marketing + PR 760.505.0323 devon@kitchentablepr.com 33
  • 35. Terri Benedict, Programs Coordinator Spokesperson Biography Terri Benedict is the lead Programs Coordinator at Miracles for Kids Cozies. Most of Benedict’s job is coordinating the process and making of the handmade blankets and comfort objects that the Miracles for Kids Cozies Program is proud to make. Benedict has been working with Miracles for Kids Cozies since its inception in April 2015. Before that she was an active volunteer at The Joyful Foundation. When The Joyful Foundation merged with Miracles for Kids in 2015, Benedict continued her volunteering efforts. This makes her the perfect source for all things programs related to this non-profit as she has been involved prior to the transition. Benedict’s vast contribution to this organization can be seen through her management of the over 70 weekly volunteers at the Miracles for Kids Cozies Workshop in Old Town Tustin. Her involvement with the Joyful Foundation started in 2007, when her niece lost her battle to pediatric cancer. What started as a search to help her family recover from this tragic loss, became a greater opportunity and experience to make a difference in so many lives. She also founded the zero waste policy that the program proudly boasts. The zero waste program was started by Benedict and her daughters by using the leftover fleece blanket scraps and transforming them into dog toys and dog beds. Benedict holds a BS in Accounting from Loyola Marymount University and has held many advertising, public relations, marketing, and management roles at various businesses in the past, but her sheer passion for this organization led her to become its Programs Coordinator. She is a stay at home mother and has three daughters, Lauren, Audrey, and Julia. Terri lives in North Tustin with her husband, Glenn, and her children. 34
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  • 40. Event Alert Orange County Register- 10/27/17 For Immediate Release Media Alert Miracle for Kids Gets Cozie with a Benefit Concert What: Miracles for Kids Cozies is hosting its first benefit concert. Who: Miracles for Kids Cozies works with volunteers to create blankets to donate to sick patients in the neighboring hospitals of Orange County and Los Angeles area. Chelsea Cavigli, Director of Development and Operations at Miracles for Kids, will be available for interviews as well as Autumn Strier, the President and Co- founder of Miracles for Kids. Why: To fundraise for the program in a fun and interesting way that will allow its donors to see that they are appreciated as well. Where: Pacific Amphitheatre in Costa Mesa, CA. When: Roughly estimated to be Saturday, April 22, 2017 from 6 p.m. – 11 p.m. Media Contact: Devon Hillard Kitchen Table PR Representative devon@kitchentablepr.com http://www.miraclesforkids.org/programs/cozies ###39
  • 41. Media Pitch SUBJECT LINE: YOU’RE INVITED: NO DOUBT headlines for Miracles for Kids Cozie OC Concert Hi XXX, Orange county's No Doubt, Bad Suns, & Counting Crows and popular food trucks have joined forces with Miracle for Kids Cozie’s (MFK Cozies) to bring to you a fun-filled evening. On April 22nd at the Pacific Amphitheater in Costa Mesa at 6 PM, MFK Cozie’s the inaugural outdoor concert will donate all revenue to their cause--creating, gifting, and sending warmth through a "cozie" blanket to children in the hospital. Additional to the food and music, there will be MFK Cozie blankets to buy. For every blanket bought, a blanket will be made and delivered to a child in need. Here at Cozie’s we like to say everything is "one thread away from a miracle", and we like to make miracles happen. Below I have attached an official invite, along with our website and social. We’ve also sent a press kit in the mail! Feel free to reach out regarding any other questions you may have. Warmly, [Name Here] Attached invite Link to site @Cozie instagram @Cozie facebook @Cozie twitter 40
  • 42. Media Kit This is the idea for packaging of our press kit. It is a wooden box with a boom box designed on it. This theme goes along with the idea of our outdoor music concert. Inside this box would be an invitation to the event (outdoor music concert), basic history of the company, a CD with PDFs of press information (media clippings) and relevant images, the news release for the event and frequently asked questions about the company. 41
  • 43. PSA (Indie music plays, guitar strumming and humming) “Summer is here, the nights are warm and the stars are out. Miracle for Kids Cozies is hosting their inaugural benefit outdoor concert. No Doubt, Bad Suns, and Counting Crows, along with local food trucks will play at the Pacific amphitheater, on April 22nd. Ticket revenue will go towards Miracle for Kid’s Cozie blankets program where kids in the hospital receive hand-made blankets to keep them cozy and healing. For every blanket sold at the concert, we will give a blanket. For more info check our Instagram and website out at @CozieBlankets. A Miracle is a thread away… (music plays and then fades) 89.9 KCRW 107.2 KIIS FM105.1 Country 42
  • 44. Concert Event Posters This poster is meant for the general public. We will post these all around the Orange County area (coffee shops, community boards, small businesses, etc. ) 43
  • 45. This poster is meant to reach college students. This would be posted on college campuses in Southern California (Chapman, UCLA, USC, CSUF, etc.) 44
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  • 48. Local Trend Research The Orange County community has several different outlets to help Orange County patients and families of terminally ill children. With multiple non-profits helping families going through such a rough time, there seems to be a few trends in the types of services provided. It looks as though the support given by these organizations are oftentimes split up between emotional and financial support. Many nonprofits in the Orange County area assist families by providing emotional support. Whether that is bringing happiness to the patient or providing comfort to the families, many of these non-profits find different and unique ways to make this process much easier on everyone. Another way these non-profits help the Orange County community is through financial support. Lots of them provide housing assistance or help pay for groceries and transportation to and from hospital visits. In order to facilitate such great programs, these organizations mostly rely on fundraising. One fundraising trend is to have a Golf Tournament or Gala. Both are great sources of fundraising, as it is a fun way to spread awareness and raise funds for their programs. Another fundraising trend is to allow individuals to donate on their website. This is an easy and direct way for individuals to help give to these organizations. 47
  • 49. Niche Investigation: The niche we are dealing with for Miracles for Kids Cozies are organizations that deal primarily with children facing life-threatening illness and providing support and supplies for them. Interestingly and as one might guess with this niche, support can come in many forms. For example, Miracles for Kids Cozies was built on the platform of creating blankets for these types of children. However, other organizations that deal with children facing life-threatening illnesses will create product as a means of supporting or even realize wishes. What I learned through research is that most organizations that support children and their families facing life-threatening illnesses use wishes as a means of creating a business. Very little organizations in this type of niche market create or make products. Most of the services of children facing life-threatening illnesses ask for monetary donations or even, experience donations rather than specific products. However, Project Linus and Crochet for Cancer both have platforms similar to Miracles for Kids Cozies that create caps and blankets respectively. From this research, I learned how important the monetary gifts and donations in general are for smaller non-profits. While larger corporations (those similar to Make A Wish) can reach out to larger businesses to help realize the dreams of sick children, smaller agencies and business need more of a grassroots movement to increase product and ultimately, turnover. Thus, more volunteers could always be helpful in these types of smaller or even medium-sized organizations. Services for this niche are relatively needed as much as they were before. Sickness isn’t something that generally changes rapidly especially if its life-threatening or terminal. One of the issues I’ve found while researching though is that parents sometimes have a hard time covering hospital costs for those types of procedures because of the healthcare system currently in place in the United States. While this doesn’t directly affect what happens in the hospital, it is important to note, because these seemingly small services like donating a cap or a blanket help improve the child’s overall experience that is otherwise extremely taxing and difficult both physically and emotionally. National Trend Research 48
  • 50. International Trend Research While researching this niche on an international level, I realized that there are a few trends in this field. First, most of the organizations that work on an international basis come from the Western world, mostly being based in the United States, the United Kingdom or Australia. In terms of their programs, I discovered two main trends. The first is that a lot of these organizations provide “wish granting” programs, where they bring entertainment and happiness to patients. Another program trend is for organizations to provide patient treatment and care to low income communities around the world. Based off of this research, it seems like there is definitely room for expansion and diversity. A lot of these organizations do pretty much the same thing. It would be interesting for some of them to take a new spin on helping terminally ill kids on an international level. 49
  • 51. Social Media Research Social media can take a non-profit organization out of the shadows and into the light. Social media can “double, triple, and even quadruple your exposure” (Orbitmedia). Using social media can be a great outlet for ‘call-to-action.’ Social media can show authenticity of an organization's passion, and can create Evangelists who then go on to do a lot of free PR for the non-profit. Social media is a powerful tool to track success. An increase in followers shows the non-profit that people are listening, looking, and interested in being up-to-date with the organization's plans and events. During the research process of social media trends for nonprofits that are similar to Cozie’s, I discovered there was almost always a Facebook account made for this specific type of nonprofit. There were YouTube accounts and Twitter accounts, but most activity was from the company—not a lot of a lot of interaction from followers. It’s important to note that the most successful trend was the use of Facebook and the least popular (although I believe the most entertaining to add) was the use of Instagram. After looking around at similar sites the trend was having a good website people could refer to. Their Facebook’s were used, but the organizations websites seemed to be the place for volunteers to get involved, for information to be posted, and for funds to be donated. A good website is important, but social media can attract more people to the cause, as well as, drive followers to the main website. 50
  • 52. Competitive Literature Website: The first website is the general Miracles for Kids website because the Cozies program is a subset of company as a whole. The site is designed very nicely, with soft blue colors complimented with large, easy-to-read font. The first picture you see is a portal into the Miracles for Kids Cozies article on its partnership with Little Giraffe. This is good exposure for the program and the partnership. If you missed the actual picture on the website and wanted to find the program on your own, there are many tabs one has to pass through in order to come to the correct page. This could be difficult for any individual and could result in them giving up on finding the program. Once you enter into the website specifically for the program, there isn’t too much content besides a couple of press releases and events. This could be due to the newness of the program but there should be more content and news of upcoming events if applicable. The tone of the information itself is very light and welcoming. It is excited for the general partnership of Joyful foundation and Miracles for Kids as well as the partnership with the blanket company, Little Giraffe. Keeping the tone and energy up will entice readers to stay up-to-date with the program and hopefully donate or volunteer. Keeping this tone is of the utmost importance, because it not only affects the readers, but also the families and patients that most likely are reading into the programs as well. Social Media: The company has no specific social media sites for Miracles for Kids Cozies. This goes for most of their other programs, but in order to draw more attention to this program, there should be at least one to two specific social media sites dedicated to this program. This would help broadcast the news and updates of the program better because it tends to get lost within all of the other programs available on the company’s website. Another advantage of having specific social media sites would be that it would draw in a younger crowd who could be potential volunteers and advocates for the program. Having social media platforms could also a more first-hand look into the process of making the blankets and the volunteers who create them. This transparency of the program will make it seem more trustworthy and attainable for its social media followers. Miracles for Kids 51
  • 53. Competitive Literature The name: One interesting tactic that Project Linus uses to position itself in this particular niche is simply the organization’s name itself. Project Linus uses the character Linus as the logo next to the organization name with a blue heart in between Project and Linus. Linus is a popular character from the “Peanuts” cartoon and is known as the younger brother of Lucy van Pelt. The blanket next to Linus is often shown on the television program and often referred to as his security blanket. Because Project Linus is an organization whose purpose is to create blanket for children in need, the name is particularly effective once one draws the parallel between the “Peanuts” character and the organization’s mission. The idea of a security blanket also uses its name to provide detail and insight to its function. Thus, by associating this non-profit organization with a beloved cartoon character, Project Linus strives to relate to children by providing support through the homemade blankets they create, much like how Linus’ blanket provided him with security. The Blanket Beacon newsletter: The Blanket Beacon newsletter is the newsletter associated with Project Linus. The newsletter gives information about how aspiring volunteers can get involved, upcoming events and programs, and other details pertaining to the organization. The content in this newsletter conveys to its readers the organization’s strong desire to get more people involved as well as emphasizing the importance of supporting Project Linus by whatever means that are both available and possible to each volunteer or donor. Because the newsletter’s consistently focuses on both the past and the future, by mentioning of ‘upcoming’ events, I believe this content is striving to get the readers excited for the future just as the blankets are meant to provide hope and excitement for the future for those who receive them. Project Linus 52
  • 54. Project Linus FAQs: As a reader, I really appreciate FAQs pages because I, too, normally have those questions. The FAQs page itself conveys that many people are involved (or at least wanting to) in this organization and thus, are asking many questions because they support Project Linus and the work they do. As a first time viewer of a website with a FAQs page, I immediately feel more assured in the organization just because of the fact frequently asked questions normally refer to an interested public or target audience. This page helps position the organization as a leader in the field and also lets the readers know that the organization knows and acknowledges the audience and the audience’s thoughts. Visuals My initial visual impression is that the website is a bit childlike. That is not to say that the website is foolish or poorly executed. However, the layout and the type is just not that sophisticated. The font used for the logo is Cooper Std and just as a font itself, it is much more childlike and playful than a standard Arial or something of that nature. Most of the rest of the text is in a white Serif font on a black background or vice versa, which is easy to read, just not that visually stimulating. The website makes a great use of color, however. The colors are bright, yet soothing and are a myriad of blues and greens. I particularly like the shades of blue and green in the three boxes halfway down the homepage. The website also makes good use of rotating photographs that show children enjoying the blankets and people making it. Another great visual aspect of Project Linus’ website is that it is extremely easy to navigate; I am able to find whatever information I need within seconds because of how accessible all parts of the website are. Perhaps my favorite visual aspect of Project Linus’ organization is its logo. The organization uses a cartoon drawing of Linus in its logo holding a blue blanket. That blue color is not only emphasized again in the background of the whole webpage, but also can be seen in the blue line underneath the organization’s name and in the cartoon heart between the words ‘Project’ and ‘Linus.’ While the website’s design isn’t that simplistic or sophisticated, it does appeal to a person’s childlike tendencies or sense, which is perhaps the tone the designer was hoping to achieve. Project Linus strives to create a welcoming energy for kids through their homemade blankets, which is paralleled in their website design as well. 53
  • 55. Ronald McDonald House Overview: The Orange County Ronald McDonald House is a non-profit organization that provides support and comfort care to ill children and families in Southern California. Their main program is their housing program, which provides a comforting “home away from home” for the families of seriously ill children receiving treatment in Orange County hospitals. When talking to Miracles for Kids, they explained to us that the Orange County Ronald McDonald House is their main competitor. In terms of the Orange County Ronald McDonald House’s competitive literature, they have created many successful pieces that are cohesive, professional and well thought-out. First, the majority of their literature sticks to the same color scheme: red, white and yellow, which just so happen to be the main colors of McDonald’s. However, all of the pieces of literature do not stick to the exact same red and yellow. Instead, they use different shades for different pieces of literature, which is a nice touch because the reader can tell that they are meant to be together, but the pieces are not identical. In a way, it gives each pamphlet or flyer its own voice. In all of their pieces, the organization does a great job at create very cohesive and well-developed PR pieces. Website: The Orange County Ronald McDonald House website is a great example of what a website should look like. Not only is it up-to-date, but also it is very easy to navigate through. The tabs at the top of the page create sub-tabs, which all seem to have logical placements. Furthermore, the color scheme of the website complements the branding of not only the Ronald McDonald House logo, but also McDonald’s in general. For the most part, the website uses red and white, which ends up being very bright, clean and cheerful. Another positive part of the website is the quality of photos provided. The photos seem to be from events or of families that benefit from the Orange County Ronald McDonald House. This brings credibility to the site, as it shows instead of tells the impact the organization has on the community. Other positive aspects of the website include its mobile-friendly technology and easy links to their social media. 54
  • 56. Ronald McDonald House Adopt A Room Partnership Package Flyer/Pamphlet: This piece looks very professional and credible. There are many reasons for this. First, the photograph on the front page is of very high quality and looks classic in the sepia tone used. The two young children hugging each other create warmth to this informational flyer. It evokes the feeling that the Orange County Ronald McDonald House is a family, not just an organization. Furthermore, the pictures throughout the flyer are of actual families that benefit from the Ronald McDonald House in Orange County. By using real photos from the organization makes the organization look more credible than if they used stock images. Another important aspect of this flyer is its intent. This piece is used to make people want to “adopt a room”, or in others words, donate a large amount of money to the Ronald McDonald House. One can assume this because the price of adopting a room is rather expensive and the color palette and text format seems to have a mature tone, which makes one assume they are targeting individuals who have a lot of money to give. The flyer does a great job of not overwhelming the reader. The text and spacing is easy to read and inviting. Furthermore, the layout of information seems logical. It starts out with a thank you letter from the executive director, and then goes into an overview of the “Adopt a room” program. Then, the flyer goes over the impact and benefits that come along with adopting a room. Finally, the call to action of the piece is found on the final page of the pamphlet, where individuals can fill out a “Partnership Commitment”, and select an option of sponsorship. Overall, the layout of the pamphlet flows nicely and while it is informational, it doesn’t feel overwhelming. 55
  • 57. Ryan's Case for Smiles Overview: Located in Wayne, PA, Ryan’s Case for Smiles was created by Cindy Kerr. She started making pillowcases for her son Ryan to make his hospital stay brighter throughout his cancer treatment. After Ryan passed, Kerr went on to create over 120 chapters worldwide that organize the creation of pillowcases for life threatening sick children. Their logo says their name in childlike font, written in black and light blue. There is subscript saying “formerly ConKerr Cancer” so it’s clear to donors and volunteers this is the same company, but now called Ryan’s Case for Smiles. There is a little kid holding a big pillowcase next to that font in the logo. This logo is found on the website and on all material presented to volunteers and the press. This unifies all of their material and gives a fun, clean, and relatable feel to their non-profit. Ryan’s Case For Smiles Website: Ryan’s Case for Smiles website does a great job at showing the cross over from it’s name change/merger. It used to be ConKerrCancer.org, but when you type that in, it post a message that says this company still exists and has just grown and developed into a new brand. There is a button to click that links you to the new name and site, Ryan’s Case for Smiles. From here the website is friendly and quick to navigate. Right off the bat the first things that stand out are the upper right hand corner, “Donate Now” is in large letters. Also, all the social media sites have links that are visually displayed by the social media symbols. The font for the site is bold, without serif’s making it extremely clean and professional. The picture they chose to be front page image is a young kid smiling and bold script that reads “Helping kids feel better, so they can heal better” It’s main page also includes a good amount of tabs that break down the organization, news coverage, ways to get involved, stories of those that have been helped, a FAQ and contact tab. This entire site presents itself professionally, yet has a soft kind tone to it based off it’s colors and simple set up. 56
  • 58. Ryan's Case for Smiles Press Release: The press release has the logo for the organization at the top of the screen. I think that the logo here is too small, because when the logo is blown up it shows a kid smiling holding the pillowcase. It makes it such a happier logo when you can see a little more detail with it being a little bigger. It’s text is simple and it has some things bolded. The lines that are bolded are headlines and sentences that make an impact. The layout isn’t that clean, I see what they were doing with the photo at the top, but it just makes the formatting look off. Which leads me to focus on the formatting instead of the content. The photo that they chose to put into the press release is cute, it’s the 1 millionth pillowcase made, but I feel like they should’ve created a link instead of pasting it into the press release. Fact Sheet: Ryan’s Case for Smiles Fact Sheet has the logo at the top of the page. This logo is too small here again, but has great font and title. This fact sheet makes this organization feel legitimate and professional. The fact sheet answers, Who, What, When, Where, Why, and How, as well as, some scientific information. Their scientific statistics explains and verifies the reason behind why these pillowcases are so helpful for kids. This fact sheet not only is important for journalist wanting to write about the non-profit, but it also is great for people wanting to volunteer. It makes me as a reader, want to volunteer for them because it represents their cause extremely well and makes me feel like I would make a big difference by donating time, money, or a pillowcase. I think Miracle for Kids should adopt this method. They should create a fact sheet specifically towards the Cozie blankets, and the sheet should not only include facts about the non-profit, but should include a little scientific research as to the reasons why blankets are comforting, and as to why there is a need for these blankets. It personalizes the organization. 57
  • 59. Key Publics Key Public Audience: Retired Citizens (volunteers) This public contains mostly females who are retired living in the surrounding areas serving as volunteers. These women are drawn to Miracles for Kids Cozies because of the organization and how they can support the organization. A key task volunteers are asked to do is sew, which this public, generally, can do very well. These women are also typically older and may be grandparents, so the idea of nurturing and providing for a younger human being is something that appeals to their emotions. These volunteers benefit from helping Miracles for Kids Cozies because it allows them to express themselves in their free time as most of them, as aforementioned, are retired and don’t have full-time or even, part-time jobs. This keeps these people busy, while also giving them a community of like-minded individuals wanted to serve the Miracles for Kids Cozies company. The Miracles for Kids Cozies workshop isn’t extremely high-maintenance or high-pressure, so these volunteers can learn to sew if they don’t know how to already, have the experience of helping out, and simply enjoy the company of others around them while helping out. Self Interests: helping out in the community, helping the children, interest in sewing or other tasks Miracles for Kids Cozies volunteer program offers. Influentials: other current volunteers, people in surrounding community, sick grandchildren or family/ friends of sick children. 58
  • 60. Key Public Audience: Parents of terminally ill children in Orange County and Los Angeles This public consists of parents who have a child under the age of 18 with a terminal illness and live in Orange County or Los Angeles County. If they don’t live in these areas, their child might receive medical treatment from an Orange County or Los Angeles County hospital. This key public is interested in Miracles for Kids because the organization’s programs cater towards serving and helping children facing a terminal illness and their families. Furthermore, a majority of their programs revolve around financial assistance or wish granting. Some examples of their financial programs include the following: Fund-a- Family, Miracle Manor (housing), and their Grant Program. Because of this, Miracles for Kids needs to target those in charge of a family’s finances, which will most likely be the parents. Another reason as to why this is a key public for Miracles for Kids is because parents want to provide the best life for their child, especially if they are in pain. Miracles for Kids has lots of programs that provide comfort for children facing such difficult times, such as the Miracles for Kids Cozies. Thus, parents would be very intrigued in knowing about and using Miracles for Kids’ resources. Self-Interests: helping their children, providing a better and more comforting life for their child, receiving financial assistance for hospital bills, housing, monthly bills, etc. Influentials: doctors, medical staff, support groups for terminally ill children, other parents in similar situations, family members and friends. Key Publics 59
  • 61. Key Public Audience: College Students in Orange County College Students in Orange County should be one of, it not, the main target audience for the Miracle for Kids Cozies. Specifically sports and Greek life students at UCLA, USC, and Chapman. Both Greek life and sports teams are actively involved in volunteer work on those three campuses. The people involved in these organizations normally are allocated time to put into non­profit work. Whether it’s fundraisers or attending/supporting events they love to raise money and awareness. Normally they are heavily involved with volunteer work, but they also have fans and outside people ready to join in and get involved. These types of college students are motivated by competitions and fun events. College students want to help and be engaged, but they also have the track record to attend and be most interested in competitive events and things that are cool, like concerts or free food. Being a college student I feel like I can speak towards the masses, that we absorb most of our information from all the social media content that we scan and explore. Almost everyone you meet will have one or more social accounts; Facebook, Instagram, Twitter, Blog, Snapchat, and Pinterest. Self Interests: Competitive nature, love hands­on work, social media as news source, genuinely want to help non­profits, but also normally have set hours of community service to complete Influentials: Professors, Greek Life PanHellenic, Sports Team Coaches, and Celebrities Key Publics 60
  • 62. Field Trip The event I attended for Miracles for Kids Cozies was a volunteering event. The Programs Coordinator, Terri Benedict, and two other volunteers besides myself were there. The event scheduled was called “Blanket Quality Control” and one of the other volunteers and I checked the already made blankets to make sure they were produced with high quality and with no errors. Additionally, we folded the blankets in a particular manner and put ten into a bag before moving them to storage. The other volunteer there was sewing parts for different blankets and really just working on her own time. The event took place at the Miracles for Cozies workshop in Old Town Tustin. I went to the volunteer event on September 25, 2015 from 10 a.m. until 12 a.m. The event was held for volunteers to come help make the blankets and check to make sure that the ones already made looked the best they could. The goal of this event was the ensure that the blankets made earlier in the week were made with the proper quality expected of Miracles for Kids Cozies. There was no real expectation for how many people would show up, but Benedict claimed that Friday was the slowest day because it wasn’t a designated sewing day, which attracts most of their volunteers. The event took place in a sizable, blue room with space for 10 sewing machines and the accompanying working area, two large tables to match fabric and sort through during quality control, and then a large section in the back filled with stacks of all types of fabric. The location for this volunteering experience was perfect, but if Miracles for Kids Cozies wants to expand its volunteering opportunities, they definitely need to move locations because their present one would be far too small to accommodate larger numbers. I do believe the event was a success for its purpose of quality controlling the blankets made earlier in the week. In the two hours I was there, the other volunteers and I quality controlled 160 blankets and put them into storage. Public relations didn’t do anything to promote the event. More information about how to volunteer and when could be written on their website; however, I had to communicate with Benedict directly before even finding out if I could volunteer. I think it is difficult to generate lots of buzz for a smaller weekly event, but the first step should be presenting the information publicly so that if anyone wants to find it, they are then able. 61
  • 63. Survey Results: What year are you? Whatisyourfavoritewaytohelp? AreyouinterestedinVolunteerwork? Are youinvolvedinanyofthese: 62
  • 65. Terri Benedict is the programs coordinator for the Miracles for Kids workshop. Speaking with her was beneficial for our team because she was able to provide us insight into how the Miracles for Kids Cozies workshop operates. We discussed topics like the volunteer process, the Joyful Foundation merger and her daily tasks. Through the conversation, we learned that there are fun and interesting ways for people to get involved with the organization. For example, prior to the interview, we assumed that the only way one could volunteer with the cozies workshop was if they knew how to sew. Benedict let us know that they need help in all aspects of the workshop, ranging from quality control to blanket deliveries. We were also able to learn what a typical volunteer is like at the workshop, since Benedict herself was once a volunteer. Benedict shared her story as to why she started working with Miracles for Kids. In 2005, her niece was diagnosed with stage four neuroblastoma. Through her treatments, Benedict said that the blanket her niece received brought her the last smile she would ever have. Benedict wanted to help others feel that joy, so she started volunteering with the Joyful Foundation, which recently ended up merging with Miracles for Kids. This conversation was helpful on so many levels, as we now have a better insight into the structure of the cozies workshop and its volunteers. Terri Benedict - Programs Coordinator at the Miracles for Kids Workshop Interviews 64
  • 66. Alison Fordonski works as a development coordinator at Miracles for Kids. In other words, Fordonski works on the business side of the organization. Her responsibilities include, but are not limited to the following: grant writing, donation and auction database management, school club management and expansion, tax receipting and the Fund-a-Family program. Interviewing Fordonski was beneficial for our team because she gave us great insight as to how the organization functions financially. She explained that the Miracles for Kids programs are funded by individuals, corporations, external grants, community events and fundraising events, like their annual gala. By conducting this interview, our group now has a better understanding of how the organization operates on a financial level. Alison Fordonski - Development Coordinator at Miracles for Kids Interviews 65
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  • 68. “Donate Now” American Childhood Cancer Organization. Web. http://www.acco.org/awareness-advocacy/donate-now/ “Get Involved” American Childhood Cancer Organization. Web. http://www.acco.org/get-involved/ Gilotti, Sally. “ Jennifer Lopez Joins Children’s Miracle Network Hospitals’ ‘Put Your Money Where The Miracles Are’ Campaign as Official Spokesperson.” Children’s Miracle Network. 1 May 2015. 16 Sept. 2015. Web. <http://jenniferlopezmnr.childrensmiraclenetworkhospitals.org >. “Giving Illness A Giant Time out” A Kid Again. Web. http://www.akidagain.org/site/PageServer?pagename=about_mission Goldberg, Eleanor. "7 Reasons Why Nonprofits Need To Ramp Up Their Social Media Presence." The Huffington Post. TheHuffingtonPost.com, n.d. Web. 16 Sept. 2015. <http://www.huffingtonpost.com/2015/04/01/nonprofits-social-media- _n_6987304.html>. “How To Help” Give Kids the World Village. Web. http://www.givekidstheworld.org/help/ “Kristie’s Foundation.” Kristie’s Foundation for Critically Ill Children. Web. 13 Sept. 2015. <http://www.kristies.org/kristies- foundation/>. “Making A Difference” Make A Wish Foundation Organization. Web. http://wish.org/about-us/making-a-difference “Make a Donation and Gifting Ideas” Project Linus. Web. https://www.projectlinus.org/donations/ “Music For a Cure.” Music For a Cure. Web. 13 Sept. 2015. <https://www.giveback.org/cause/21619/Music-for-a-Cure.aspx>. “New Chapter” Project Linus. Web. https://www.projectlinus.org/newchapter.php “Services.” Childhood Cancer Foundation of Southern California. Web. 13 Sept. 2015. <http://www.ccfsocal.org/candle2/services>. “What We Do.” George Mark Children’s House. Web. 13 Sept. 2015. <http://www.georgemark.org/about-us/what-we-do.html>. https://www.facebook.com/MiraclesForKids http://www.joyfulfoundation.org/ https://twitter.com/miraclesforkids 67
  • 69.