Senior Portfolion LDR

1ON POINTPR
The Last Dog Rescue
Awareness and
Fundraising Campaign
Haley Poling, Samantha Reyes, Kathryn Kuroski,
Stephanie Rozycki, and Amber Ritter
On Point PR
Fall 2014

2ON POINTPR
Table of Contents
Executive Summary…………………………………………………………………………..1
Research………………………………………………………………………………………..3
Analysis of the Situation
Analysis of the Organization
Data
Analysis of Key Publics
Core Problem/Opportunity Statement
Situation Analysis Summary Statement
Strategic Plan…………………………………………………………………………………..8
Data
Goals
Key Publics
Primary and Secondary Messages
Objectives
Strategies
Communication Tactics
Budget
Communication Confirmation Table
GANTT chart
Implementation………………………………………………………..…………...…………15
Data
Special Event Plan
Social Media
Media Kit
Evaluation………………………………………………………………………………..……34
Data
Criteria
Method
Appendix………………………………………………………………………………………38
Appendix A
Data/Survey Questions
Appendix B
On Point PR- Meet the Team

3ON POINTPR
The On Point PR Firm contacted The Last Dog Rescue September of 2015. The
Last Dog Rescue is a local non-profit organization that is responsible for the foster care
and adoption of homeless dogs, headquartered in Dallastown, Pennsylvania. After an
initial meeting with Christina Runkle, the director and founder of the organization, it was
decided that On Point PR Firm would create and conduct a fundraising and awareness
campaign for The Last Dog Rescue.
The Last Dog Rescue’s goal is to create a larger sense of awareness and
increase of funding through different publics in the York community. While The Last
Dog Rescue gained attention through its existing Facebook account, media messages
and advertisements for the organization were proving to be unclear and inefficient. The
Last Dog Rescue stressed the importance of gaining awareness and establishing
relationships throughout the local community, however it has been unable to form clear
strategies and objectives. The Last Dog Rescue also stressed the importance of
building a greater relationship with York College of Pennsylvania.
Research for this awareness and fundraising campaign began in September
2014. Surveys were distributed to students and faculty members of York College of
Pennsylvania. The results of these surveys were expected by both, The Last Dog
Rescue and On Point PR. The majority of faculty members and students were unaware
of the organization, as well as the idea of fostering dogs. Students and faculty
members received little to no information about the organization, or the prospects it
offered. This research shaped the strategy that On Point PR would use to collaborate
to develop a fundraising and awareness campaign with The Last Dog Rescue.
The first element of the campaign was to increase awareness, to generate a
stronger prominence on the web. On Point PR took control of the organization’s
Facebook account and entirely regenerated it by utilizing given tools to enhance the
impact on its target audience. On Point PR also created a Twitter page that could be
easily shared between students at York College of Pennsylvania. The use of these
media outlets created a channel for students to familiarize themselves with the
organization. After generating objectives and goals for the special event, On Point PR
began promoting the event through on-campus fundraisers, flyers, and social media
networks.
The quarter auction special event took place on Friday, November 21st, at the
Parkton American Legion Post #256 in Parkton, Maryland. On Point PR felt that it was
important to plan an event that was family-friendly and appealing to individuals of all
ages. There were opportunities during the quarter auction to win prizes and gift
baskets. Prizes at the event were provided by sponsors such as Jewelry Candles,
Pampered Chef, Brianna Robinson (jewelry designer), Thirty-one, and Scentsy. This
event was an imperative part of the campaign by raising both funding and awareness.

4ON POINTPR
The purpose of this campaign managed by On Point PR, was to increase the
awareness of the Last Dog Rescue, as well increasing donations, and establishing a
stronger social media presence. With the assistance of On Point PR, The Last Dog
Rescue was able to establish and maintain relationships with the York community, York
College students, and York College faculty members. With the increase of usage on
social media, The Last Dog Rescue will be able to maintain its new relationships with its
publics, and continue to raise awareness. The success of our goals and objectives
were easily achieved by working with such a committed organization, such as The Last
Dog Rescue.

5ON POINTPR
On Point PR Research

6ON POINTPR
Research: On Point PR conducted a phone interview with the CEO and Director of Operations,
Christina Runkle. This information determined what needed to be done for The Last Dog
Rescue. After gathering this information, On Point PR performed a convenience survey in the
Student Union of York College. Below is the interview that transcribed between On Point and
Christina Runkle.
All volunteers there are 2 other people in Virginia.
How many dogs do you have in The Last Dog Rescue?
In total there are 8-10 dogs in the foster system.
Do you currently advertise?
No because of small funds we just have a Facebook page.
Are you open to using social media to publicize your organization?
Yes, I am open to any suggestions
Have you done any major fundraising events?
No, we haven’t had any yet but I am considering a quarter auction.
Are you open to having any events on campus?
Yes, I would love to get more involved with York College of Pennsylvania.
On Point PR also conducted research by performing a convenience survey in the Student Union
of York College. A table was set up to sell candy to benefit The Last Dog Rescue and to survey
those who donated at the same time. The survey consisted of four questions, all of which were
easily answered without explanation. After surveying 54 people, On Point found that a majority
of the answers were similar.

7ON POINTPR
shelter
83%
breeder
17%
Would you preferto adopt from a
shelter or a breeder?
yes
13%
no
87%
Were you aware you could foster a
dog?

8ON POINTPR
After conducting these surveys, On Point realized the immense potential to grow this
organization and raise awareness for The Last Dog Rescue.
yes
65%
no
35%
Would you consider fosteringa dog in
your home?
yes
4%
no
96%
Have you ever heard of The Last Dog
Rescue?

9ON POINTPR
ON POINT PR STRATEGIC PLAN

10ON POINTPR
Strategic Plan Data
 Out of 80 surveys, 5 people claimed that they had heard of The Last Dog
Rescue.
 Out of 80 surveys, 57 people claimed that they would like to know more
information about The Last Dog Rescue, and fostering opportunities through the
organization.
 Out of 80 surveys, it was recorded that social media sites were the main source
of information for York College professors and students, as well as members of
the York community.
 Out of 80 surveys, it was recorded that only 37 people were aware of the
opportunity to foster a dog until a permanent living situation could be established.
 The amount of money York College students were willing to donate to The Last
Dog Rescue was $.50-$10.00
There are various reasons why students, professors, and members of the York
Community are unaware of The Last Dog Rescue, primarily being lack of advertising
and publicity. The organization does not have a prominent online presence, and has
displayed lack of advertising through other channels as well. On Point PR’s research
found that The Last Dog Rescue was not utilizing correct media channels to
communicate with its target audiences, therefore the funds and donations needed were
not being collected.
The .06% of people surveyed that had been previously exposed to messages
from The Last Dog Rescue, is composed of individuals who had previously been
involved with fostering animals in the York community.
On Point PR’s research has shown that the most effective way to spread
awareness would be the utilization of social media. It was observed that before On
Point PR had collaborated with The Last Dog Rescue, funding and donations were at an
all-time low, due to lack of awareness in the community. When On Point PR revitalized
The Last Dog Rescue’s Facebook, a 6.9% awareness increase was seen in less than
one week. On Point PR also constructed an Instagram and Twitter account that was
targeted at a younger demographic in the community, including but not limited to York
College students.
Goals
1. Increase awareness in the York community.
2. Increase funding and donations.
3. Expand media outlets and channels used, as well as participation on social
media.
4. Create a widely attended special event.
5. Establish ideas for multiple events per year to cultivate more organizational
activity in the York Community.

11ON POINTPR
Key Publics
1. York College students
2. York College professors
3. York Country Residents
Christina Runkle, founder of The Last Dog Rescue, would like to target the
members of the community who could provide opportunity for dogs needing foster
homes, as well as those who would be willing and able to provide donations to the
organization. She believes that if On Point PR can target this desired audience
effectively, it is possible to eliminate the issue of lack of funding and donations.
She has also expressed interest in targeting students from York College. She believes
that by informing students, outlets can be created for volunteer work and campus
philanthropy opportunities.
Key Messages
Primary Messages:
1. The Last Dog Rescue offers individuals the opportunity to provide a safe home
for foster dogs who are awaiting adoption.
2. The Last Dog Rescue operates solely on donations.
3. The Last Dog Rescue’s main focus is saving dogs from kill shelters.
Secondary Messages:
1. The Last Dog Rescue will be holding quarterly events to increase funding and
donations.
2. The Last Dog Rescue’s goal is to spread awareness throughout the York
Community.
3. The Last Dog Rescue supports other shelters in the York community and the
surrounding areas.
Objectives
Objective 1: Increase donations by $800.00 from the special event and other
fundraisers by the end of the campaign, December 17, 2014.
Strategy: Utilize social media and advertising outlets to increase donation participation
at the special event and campus fundraisers.
Tactics:
1. Share and spread The Last Dog Rescue’s Facebook through On Point PR’s
personal Facebook accounts.
2. Establish Twitter and Instagram accounts.

12ON POINTPR
3. Consistently update and post on all social media outlets.
4. Email flyers to community members, Facebook followers, and past donors.
5. Utilize York College portal to promote special event and The Last Dog Rescue’s
campus fundraisers.
Objective 2: Increase awareness by 18% throughout the community by end of the
campaign, December 17, 2014
Strategy: Connect with local businesses and venues to advertise and publicize The Last
Dog Rescue.
Tactics:
1. Travel to local businesses and distribute organization’s flyers created by On
Point PR
2. Advertise the special event on social media and email contact list.
3. Create larger social media following so followers are able to see what donations
are being used for specifically.
4. Attend other York Community and animal shelter fundraisers to represent The
Last Dog Rescue’s support of other non-profit organizations.
Objective 3: Increase the number of special events per year from 1 per year to 6
per year.
Strategy: Cultivate new event ideas for The Last Dog Rescue to utilize to expand
audience base after campaign is over December 17, 2014
Tactics:
1. Develop community events to boost community participation.
2. Use focus groups to discover what events would interest members of the
community.
3. Use surveys to identify which events previously held by The Last Dog Rescue
were most enjoyed.
4. Share new event ideas with the community through the email contact list,
Facebook, Twitter, Instagram, and flyers.
a. Quarter Auction
b. Doggy Delicious
Objective 4: Increase dog foster participation in the York community by 6% by
the end of the campaign, December 17, 2104.
Strategy: Educate the community on the opportunities of fostering homeless dogs, and
its mutual benefits.
Tactics:
1. Host local events featuring special segments on what it means to foster a dog.

13ON POINTPR
2. Display pictures and blurbs from those individuals that have participated in
fostering dogs through The Last Dog Rescue on social media outlets and
website.
3. Promote social media campaign which features dogs looking sickly and
depressed with bold lettered statements about needing to find a home.
Budget
Printing of 30 initial surveys $3.00
$.10 per survey
Printing of 80 revised surveys $8.00
$.10 per survey
Printing 150 Quarter Auction Flyers $60.00
$.40 per flyer
Poster for Doggy Delicious Fundraiser $3.99
Purchasing 6 bags of candy for Doggy Delicious Fundraiser $15.00
$2.50 per bag of candy
Survey Service for On Point PR $145.00
Deposit for Special Event Location $75.00
Special Event Accommodations $300.00
$100.00 per hour
3 hour event
Special Event Service for On Point PR $975.00
$65.00 per hour per member
3 hour event with 5 members
Special Event Promotion $160.00
$20.00 per hour per member
4 member promotion
On Point PR Service $75,600.00
$150 per hour per member work time
12 week period for campaign
8 hour per week per support staff
10 hour per week for Account Executive
______________________________________________________________________
Total Budget: $77,344.99
Communication Confirmation Table

14ON POINTPR
Key Publics Self Interest Primary
Messages
Influentials Objectives Tactics
York
Community
Members
The
Community has
not been highly
involved with
the financial or
foster support
of The Last
Dog Rescue.
The Last Dog
Rescue offers
individuals the
opportunity to
provide a safe
home for foster
dogs who are
awaiting
adoption.
Community
Members and
other dog
shelters in the
York community.
Increase dog
foster
participation in
the York
community by
6% by the end
of the
campaign,
December 17,
2104.
Connect with
local businesses
and venues to
advertise and
publicize The
Last Dog
Rescue. Provide
adequate
information and
knowledge
among the
community
through
advertisements
and social
media.
York College
Professors and
Students
The college
has shown no
display of
support for The
Last Dog
Rescue.
The Last dog
Rescue
operates solely
on donations
York College
Administration,
Professors, and
Students.
Increase
donations by
$800.00 from
the special
event and other
fundraisers by
the end of the
campaign,
December 17,
2014.
Utilize York
College portal to
promote special
event .

15ON POINTPR
Activity Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
Week
11
Research
Plan
Contact The
Last Dog
Rescue
Phone
Interview with
The Last Dog
Rescue
Meeting with
The Last Dog
Rescue
Conduct
Research
Meeting with
The Last Dog
Rescue
Survey YCP
Survey York
Community
Develop
Strategic
Plan
Develop
Special Event
Doggy
Delicious
Event
Assess LDR
Attendance
Implement
Special Event
Flyers
Meeting with
The Last Dog
Rescue
Evaluation
Plan
Special Event
Evaluate
Special Event
with On Point
PR and LDR

16ON POINTPR
ON POINT PR IMPLEMENTATION
PLAN

17ON POINTPR
Implementation Data
Research indicated there was a lack of funding and a lack of awareness about
The Last Dog Rescue. This drove the special event created for the organization. After
completing 45 surveys on York College’s campus, it was clear that not many people
knew about the foundation or about the concept of fostering a dog.
The Last Dog Rescue decided to host an event in order to raise awareness and
funding for the foundation.
The special event chosen by founder, Christina Runkle was a quarter auction.
This event took place at the Parkton American Legion in Maryland. This event is an
auction put on by The Last Dog Rescue and its volunteers. The co-founder of the
organization, Christina Runkle will be present along with the members of On-Point PR.
People that chose to come to the quarter auction will be able to bid on the various items
that have been donated by different vendors. The Last Dog Rescue is hoping that this
event will raise awareness and funds to help support their cause.

19ON POINTPR
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
Group
Meeting
5:30
Chose
Last Dog
Rescue as
Non Profit
22 23 24 25 26 27 28
Group
Meeting
5:30
Spoke with
LDRPA
director via
telephone
29 30
Group
Meeting
5:30
Met with
director
3:30pm
October 2014
NOTES
First Month
We met with one of the directors of LDR
Christina Runkle where we discussed the
goals and objectives ofthe semester as
well as fundraising ideas.

20ON POINTPR
1 2 3 4 5
6 7 8 9 10 11 12
Group
Meeting
5:30
13 14 15 16 17 18 19
20 21 22 23 24 25 26
Group
Meeting
5:30
Fundraising
table in
Student
Union
Created
FB Quarter
Auction
Event
27 28 29 30 31
Group
Meeting
5:30
Met with
Director
November 2014
1 2
NOTES
Second Month
We finalized the benefitauction idea with
director. Chose a date and time as well as
found donations for the event.

21ON POINTPR
Created
flyer for
event
3 4 5 6 7 8 9
Group
Meeting
5:30
10 11 12 13 14 15 16
Created
GoFundMe
account
17 18 19 20 21 22 23
Group
Meeting
5:30
EVENT
6:00pm
24 25 26 27 28 29 30
Raised
$300 on
GoFundMe
account
31
Special Event Planning: The Last Dog Quarter Auction
Special event planning took place at the On-Point PR offices starting in late September.
Many different event ideas were discussed; On- Point PR and volunteers of The Last
Dog Rescue decided that having a Quarter Auction was the best route to take. The
calendar shows the planning and implementation of the special event that was chosen
by the participating parties.
NOTES
Third Month
Spent the entire month collecting
donations and raising money/awareness
for LastDog Rescue as well as the quarter
auction event.

22ON POINTPR
Accommodations for the Special event:
- Accommodations were made in advance with the Parkton American Legion in
Maryland, PA
Advertising for Special Event:
- Flyers were created to be posted on social media and to be distributed to
local businesses for display
- Flyers included the logo, location and time of event
- Flyers were printed by the local printer
- Flyers were distributed
- PDF version of the flyer was posted on all forms of social media
Raising Donations
- A solicitation letter was drafted to be given to possible donators
- Solicitation letter was revised
- Solicitation letters were printed
- All members of On-Point PR handed out solicitation letters in the hope of
collecting donations for the quarter auction
Special Event- November 21st- 4:30pm-11pm;
- Leave for event in Maryland from Pennsylvania at approximately 4:30pm
- Arrive at event location at approximately 5:15pm
- Set up for event starting at 5:30pm
- Set up includes;
o Registration table where you collect your materials for the auction as
well as buckets for the “penny wars”
o Table where all auction items are displayed
o Table where all supplies go for the auction itself
o Table where with materials explain the non-profit (i.e.; flyers, boards,
etc.)
o Tables and chairs for guests to sit at during the event itself
- Event begins at 7pm; people were ale to participate in the auction until 10pm
- Clean up/ tear down of the event immediately followed
- The total raised from the quarter auction was posted on November, 23rd on
The Last Dog Rescue’s Facebook Page and Twitter
Social Media:
Facebook was originally the only source of social media for The Last Dog
Rescue. Facebook was also the only source of advertisement for the company. On
Point recommended that The Last Dog Recue create more awareness by adding Twitter
and Instagram to the list of social media. Twitter was used to advertise fundraising
events on campus, as well as promoting the adoption and fostering of the dogs.
Below the weekly improvement of the social media accounts are found.
Social Media Information:
Facebook Likes before On Point take over- 1,362

23ON POINTPR
Created Last Dog Rescue Twitter- Oct. 15
Week 1 (Oct. 19)
Facebook Likes - 1,443
Twitter Followers -33
Week 2 (Oct. 26)
Facebook Likes- 1450
Twitter Followers- 48
Week 3(Nov. 2)
Facebook Likes-1453
Week 4 (Nov. 9)
Facebook Likes-1461
Week 5 (Nov. 16)
On Point promoted the quarter auction via all social media accounts. Sharing the
post among personal pages, as well as The Last Dog Rescue pages. The quarter
auction Facebook event was created on October 26th. Since then about 30 couples
electronically RSVP.
Since On Point promoted further usage and advancement of the Last Dog Recue
social media accounts. Since On Point PR has taken over all of its social media counts,
there has been an increasing amount of participation from followers. The Last Dog
Rescue wanted to reach out to more community members and since teaming up with
On Point, they have reached this goal and were able to get more of their dogs adopted.
On-Point PR
441 Country Club Road
York, PA 17403
Haley Poling- 443-786-1295
Broadcast for The Last Dog Rescue: 30 second PSA- Public Service Announcement

24ON POINTPR
York Pennsylvania wants to make you cognizant of its local non-profit dog rescue. The
Last Dog Rescue is located at 335 Cherry Street, Dallastown Pa. The Last Dog Rescue
is full of various opportunities to help dogs in need of fostering and adoption. If you are
a dog lover who is on the search of outlets to endorse local non-profit organizations,
Christina Runkle, The Last Dog Rescue’s co-founder, and the volunteers are eager to
steer you in the right direction. The Last Dog Rescue helps dogs in need by placing
them in the foster system so they don’t get euthanized. Come help the dogs by
participating in the first-ever, The Last Dog Quarter Auction. The Auction will be held at
the Parkton American legion on November 21st starting at 7pm. For more information
feel free to contact On-Point PR by calling 717-309-8615.
Communication Plan- Social Media;
Public: Dog Lovers; The Last Dog rescue needs volunteers as well as fosters families.
On Point PR decided to reach out to these individuals through social media because we
believe that this demographic would be a likely candidate to have these social media
profiles making it easy to reach them through social media networks such as Facebook

25ON POINTPR
and Twitter.
Goal: To create an awareness regarding this non-profit and its main cause, which is
fostering dogs and getting them in to adoptive homes. After doing research, we
discovered that most people do not know what it means to foster a dog. We enlighten
the people that told us they didn’t know what it meant or what it entailed to foster a dog.
We also posted different stories about fostering a pet on our social media accounts.
Goal: To increase volunteer/ fostering participation; contact information was added to all
forms of social media and also included on all printed materials from this date forward.
Objective: To fundraise $800 by the end of the campaign and to raise awareness by
40% through social media.
Social Media
Facebook Likes before On Point take over- 1,362
Created Last Dog Rescue Twitter- Oct. 15
Week 1 (Oct. 19)
Facebook Likes - 1,443
Twitter Followers -33
Week 2 (Oct. 26)

26ON POINTPR
Week 3(Nov. 2)
Facebook Likes-1453
Week 4 (Nov. 9)
Facebook Likes-1461
Week 5 (Nov. 16)
Week 6 (Nov. 23)
Since On Point suggested better use of the Last Dog Recue social media
accounts, they have seen more Facebook participation from followers. The Last Dog
Rescue wanted to reach out to more community members and since teaming up with
On Point, they have reached this goal and were able to get more dogs adopted and put
into their foster system.
Facebook

29ON POINTPR
Short Description
We rescue shelter dogs that are out of time and place them in approved foster
and then forever homes. The dogs are vetted before placed in any foster care or
adoption homes. The Last Dog Rescue relies on its amazing donors in order to do the
life-saving work it does. Please consider fostering to help save lives!
Long Description
The Last Dog Rescue was formed in 2012 when two friends found a hound dog
in North Carolina that was to die at noon that day. Elsa had been discarded like trash.
She was thrown over the fence that surrounds the shelter and suffered severe trauma to
her mouth and body. She was broken, scared and her life was at risk. When they called
and discovered the dog was alive, she was brought (all by volunteers) to PA from North
Carolina where she was fully immunized, and later became a foster failure. The
following week another dog at this same shelter in NC was at risk of being killed. He too
was brought by volunteers to PA and found his new forever home and family. This
pattern was repeated again and again, and the rescue was born.
Mission Statement
We are a volunteer 501(c)3 rescue that has grown out of love and compassion
for animals. We rescue dogs from kill shelters that are out of time and at risk of losing
their life. Our mission is to provide immunizations, food, and shelter to unwanted and
abused dogs in need of new homes and loving families. With the rising costs of vet
care, we rely on the generosity of our supporters to help us, help the dogs.
Contact Information;
christinar@thelastdogrescue.org
http://www.thelastdogrescue.org/

30ON POINTPR
The Last Dog Rescue Media Kit
The Last Dog Rescue
Fact Sheet

31ON POINTPR
Founded: 2012
Location: York, Pennsylvania
Website: http://thelastdogrescue.org
Leadership: Christina Runkle, president/director
About Us: We are an all-volunteer501(c)3 rescue that hasgrown
out of love andcompassionforanimals.We rescue dogsfromkill
sheltersthatare out of time and at risk of losingtheirlife.Our
missionistoprovide vetting,foodandsheltertounwantedand
abuseddogsinneedof newhomesandlovingfamilies.Withthe
risingcostsof vetcare, we relyonthe generosityof oursupporters
to helpus,helpthe dogs

32ON POINTPR
FOR IMMEDIATE RELEASE
Contact: Haley poling
York College of Pennsylvania
443-786-1295
hpoling@ycp.edu
York, PA 17403
News Release
November 14, 2014
Quarter Auction benefit for The Last Dog Rescue
Come show support for the foster system dogs of York, PA
YORK, PA- The Last Dog Rescue, a volunteer non-profit organization that rescues
dogs days before they are to be euthanized and places them into foster homes, will be
holding a quarter auction Friday, November 21st, at the Parkton American Legion Post
#256, in Parkton, MD.
The Last Dog Rescue, founded in 2012, is solely operated on monetary donations and
the kindness of people who transport dogs from kill shelters and bring them to
temporary foster homes, before they are adopted and placed into their forever homes.
To learn more about The Last Dog Rescue and their event, please visit their website at
http://www.thelastdogrescue.org, or follow them on Facebook at
https://www.facebook.com/ldrpa.

33ON POINTPR
FOR IMMEDIATE RELEASE
Contact: Haley Poling
York College of Pennsylvania
443-786-1295
hpoling@ycp.edu
York, PA 17403
News Release
November 14, 2014
The Last Dog Rescue Makes a Name for Itself After a “Ruff” Start
YORK, PA- After two Pennsylvania natives found out about a hound in North Carolina
that was scheduled to be euthanized that day at noon, they took immediate action.
Elsa had been discarded like waste. She was thrown over the fence that surrounded the
shelter and suffered severe trauma to her mouth and body. Broken, scared, and barley
holding on, founder of the Last Dog Rescue Christina Runkle, organized a carpool of
volunteers to transport Elsa from the Tar Heel state up to Pennsylvania where she was
fully vetted, however became a foster failure after dying due to accident related injuries.
The following week, another dog from the same shelter was scheduled to be
euthanized, yet once again thanks to the help of volunteers, the designated foster home
eventually turned into his forever home. The pattern was repeated again and again, and
from that the rescue was born.
Operated strictly on donations and volunteers, The Last Dog rescue has facilitated
homes to save the lives of over 40 dogs since its beginning back in 2012. Its mission?
To provide immunuization, food and shelter to unwanted and abused dogs in need of
new homes and loving families.
If you would like to learn more about The Last Dog Rescue and their values, or would
like to make a donation to help out the cause, visit their website at
http://www.thelastdogrescue.org, or follow them on Facebook at
https://www.facebook.com/ldrpa.

34ON POINTPR
On Point PR Media Advisory
For Immediate Release Contact: Haley Poling
Friday, November 14, 2014 443-786-1295
Hpoling@ycp.edu
The Last Dog Rescue Quarter Auction Benefit
What: Get a chance to learn more about and support The Last Dog Rescue at a quarter
auction. With prizes including Origami Owl, Diamond Candles and more, come
join us for an evening of fun while helping dogs-both present and future- of The
Last Dog Rescue!
When: Friday, November 21, 2014
Doors open at 6pm, Auction starts at 7pm.
Where: Parkton American Legion Post #256
19520 York Road, Parkton, Maryland 21120
Who: Christina Runkle, president & director
Why: Ran entirely on monetary donations and human kindness, The Last Dog Rescue
is a nonprofit organization that has helped save the lives of over 40 dogs, set to
face euthanizing, since 2012. With the growing cost of vet care and other
necessities, every donation helps!

35ON POINTPR
The Last Dog Rescue Evaluation

36ON POINTPR
Data Evaluation
Awareness Campaign
October 13,2014
To get an understanding regarding how much knowledge people had of The Last
Dog Rescue and fostering dogs, On Point PR held an event in the student union at the
York College of Pennsylvania and conducted random surveys. The results were very
clear-people not only had zero knowledge of The Last Dog Rescue, or the opportunity
to provide a foster home for dogs that are scheduled for euthanization.
With this information, On Point PR knew something had to be done. On Point PR
used social media as its central channel to increase awareness. As soon as The Last
Dog Rescues prominence online was established and increased, there was a drastic
change in funding and awareness.
Quarter Auction
November 21,2014
Our special event was held on Friday, November 21st, at the Parkton American
Legion Post #256, in Parkton, Maryland, located approximately 30 minutes for York
College. The purpose of the event was to raise awareness and funds for The Last Dog
Rescue, as it is strictly operated on donations.
The auction had an attendance of nearly 50 people! With all the prizes donated
to the cause, the event was all profit. The Last Dog Rescue was able to raise $800 at
the auction.
Twitter
Before On Point PR, The Last Dog Rescue did not have a Twitter account. With
On Point PR’s social media specialist taking the content posted on the Facebook page
and mimicking the tone of voice and the information, attention was gained by over 254
followers within three days. counting.
Facebook
Before the campaign, The Last Dog Rescue had 1,362 likes and follows on
Facebook. Knowing that number could be more, we were able to promote the
organization via different social media outlets and spreading the word throughout York
College of Pennsylvania, as well as family and friends, and were able to increase their
fan base by 7.85%, reaching 1,469 likes as of November 14, 2014.

37ON POINTPR
Criteria
Over the course of several weeks and numerous meetings with president and
director Christina Runkle, On Point PR was able to establish wants, needs, and goals of
The Last Dog Rescue, both short and long term. The main issue The Last Dog Rescue
faces is lack of awareness among the public.
After revealing our research to Christina, she was shocked by the absence of
knowledge of the organization. For someone who quit her fulltime job to run this
nonprofit, she was very caught off guard, feeling as if there was something she was
doing wrong. The only problem was that she was not utilizing the social media aspect to
its full potential. After a little over a month and a sizable increase of social media
followers, On Point PR had developed new goals for The Last Dog Rescue:
1. Continue to do both on and off campus campaigns to gain funds and raise
awareness for the organization
2. Increase promotional and fundraising events throughout the year
3. Revamp the social media quality to increase followings on Facebook,
Twitter and possibly create an Instagram
By implementing these simple goals, The Last Dog Rescue was able to gain the
attention it was seeking.
By holding campaigns on campus, On Point PR was able to connect with
students of all ages, as well as teachers and administration. On Point PR was able to
gather reliable research which was later used to help On Point PR conduct a plan on
how to raise awareness and get a better idea on what specifically needed to be done for
The Last Dog Rescue.
While hosting an event can be stressful and time-consuming, it was the most
effective way to raise funds for the nonprofit. People enjoy going to events that are for a
good cause. Rather than having the one-quarter auction, we felt that more needed to be
done. With that, we have been brainstorming up a list of ideas that can be used as fund
raising events in the future such as a doggie fashion show and a “Meet the Pups” event
held at a public park.
In today’s society, people turn to social media for everything. From getting their
news to staying connected with old friends, social media is crucial for any organization.
On Point PR had to distinguish what was appropriate and inappropriate to post on the
Facebook, such as no selling of personal items or political rants. Once we were able to
establish a line not to cross, things began to fall into place and On Point PR saw an
increase in their population.
Overall, the goals that we established from day one with Christina for The Last
Dog Rescue were successful. Without the passion she had for her organization and the
drive behind On Point PR, the goals never would have been met.

38ON POINTPR
Method
After brainstorming the most effective method to use when going about raising
awareness for The Last Dog Rescue, setting up a table in the student union of York
College seemed to be the most effective.
The tables were set up from 12-2pm, which was the most popular time for
students to walk through to get to the dining hall. The increase of foot traffic throughout
the time period was very beneficial to On Point PR. We had tons of people willing to
answer our survey as well as donate money for the cause. This is also where we had
the most opportunities to tell people about the different forms of social media related to
The Last Dog Rescue and encouraged them to follow.
While the tables were found to be the most effective way of communicating with
the student body and the staff, we noticed that there were no students or faculty
members at the quarter auction.
On Point PR believed that due to the distance of the auction from the college,
students were deterred from attending. With the high cost of gas, or the lack of a car
playing a factor, the lack of York College attendance at the event was not surprising. It
was agreed that future events need to be in a more student-friendly location if The Last
Dog Rescue seriously wanted to increase the student population.
Social media also played a role in raising awareness of The Last Dog Rescue.
As individuals, all of On Point PR shared the link to the organization’s Facebook on their
personal pages, gaining the attention of friends and family near and far. Once we had a
steady increase in followers when more demonstrative stories and images were added
to the page.
Christina had a difficult time deciphering how to share the event on Facebook.
Once On Point PR was able to do that, it was able to increase the attendance of the
participants at the auction.
The approaches that On Point PR took to increase awareness and funds for The
Last Dog Rescue resulted in:
 Increase of social media presence
 Increase in organization awareness
 Increase in donations and funds
Working with The Last Dog Rescue has been nothing but a positive experience for On
Point PR. With the strides it has made thus far in such a short amount of time, it is
evident that the future is very bright for The Last Dog Rescue.

40ON POINTPR
Appendix A
Appendix A will contain survey questions conducted by On Point to random students/
faculty members on York College campus. It will also contain the interview with The
Last Dog Rescue director Christina Runkle.
Survey questions YCP students and faculty:
1. Would you prefer to adopt from a shelter or a breed?
2. Have you ever considered fostering a dog?
3. Were you aware you could foster an animal before today?
4. Would you consider fostering a dog in your home?
5. Have you ever heard of The Last Dog Recue?
Survey with YCP students and faculty:
 Would you prefer to adopt from a shelter or a breed?
o Shelter
 Have you ever considered fostering a dog?
o Yes
 Were you aware you could foster an animal before today?
o Yes
 Would you consider fostering a dog in your home?
o Yes
 Have you ever heard of The Last Dog Recue?
o No
o Shelter
o No
o No
o Yes
o No
o Shelter
o No
o No

41ON POINTPR
o Yes
o No
o Either
o No
o No
o No
o No
o Breeder
o No
o No
o Yes
o No
Interview with LDRPA director:
 How many people work for The Last Dog Rescue ?
o There are two people from Virginia, the rest is run by volunteers.
 How many dogs do you have in The Last Dog Rescue?
o In total there are 8-10 dogs currently in the foster system.
 Do you currently advertise?
o No. Because of our small funds we just have our Facebook page.
 Are you open to using social media to publicize your organization?
o Yes, I am open to any suggestions.
 Have you done any major fundraising events?
o No, we haven’t done any yet, but we are currently discussing an auction.
 Are you open to having any events on campus?
o Yes, I would love to get more involved with York College of Pennsylvania.

42ON POINTPR
Appendix B
Meet the women of On Point Public Relations.
On Point Public Relations began in 2013 by these ambitious women, (pictured
from left to right) Katheryn Kuroski, Amber Ritter, Stephanie Rozycki, Haley Poling and
Samantha Reyes. On Point is a local firm located in York, Pennsylvania. With a passion
for helping local businesses and charities, On Point works exclusively with local non-
profit organizations. Together they helped to raise money and awareness for over 70
non-profit organizations in the southern Pennsylvania area.

Senior Portfolion LDR

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (8)

Similar to Senior Portfolion LDR

Similar to Senior Portfolion LDR (20)

Senior Portfolion LDR