I collaborated with peers to create a PR campaign for our non-profit client Serving People with a Mission. I contributed to making a Pitch Letter to a local news outlet and writing website recommendations for client.

2. THE PR TEAM
Erin
Anderson
Julissa
Barajas
Amanda
Cassidy
Luna
Lu
Asia
Singleton

3. TABLE OF CONTENTS
Target
Audience &
Objectives
Instagram
Press
Release
Pitch
Letters
Website
Audit
Newsletter

5. Madison Savedra

7. 1. Increase Website Visibility through Search
Engine Optimization (SEO)
SEO? is the process of improving the quality and
quantity of website traffic to a website or a web page
from search engines (Yahoo, Bing, Google).
Relevance? helps increase your organization's visibility
in organic search results, making your organization
easier to find and driving people to your website.
Goal? Convert viewers to donate, recruit more
partners, participants, mentors, volunteers, and expand
awareness of SPM across the Chicagoland area.
Credit: Google

8. What is Google Analytics?
Google Analytics tracks:
➔ How users are finding
websites
➔ Popular pages and site
time
➔ Which device users are
viewing content on and
how long they are viewing
pages
Credit: Google

9. Recommendation
Recommendation? The
Communication team connects
the SPM website to Google
Analytics and takes training to
become certified for Google
Analytics.
Why? The communication team
can understand the behavior of
users and help develop a success
plan and understand things your
viewers enjoy so you can provide
them with the best experience on
your site.
Credit: Google

10. 1.a Listing Non-Profit in local non-profit
directories & adding Google Business Profile.
Why? This will help promote your local market to
donors and residents interested in the Chicagoland
area. Aside from building organization awareness
around community residents, this will also assist with
SEO for viewers searching for youth organizations
within the Chicagoland area.
Recommendation? The communication team can
understand and add a Google Business Profile
(location, website, social media links, photos, and
organization description) and claim on local
directories to encourage youth testimonial stories to
share on directories.
Credit: Google/ The Chicago Center for Arts and Technology

11. 1.b Complete Meta description and Keywords to
maximize organization awareness.
Why? It’s essential to write a meta
description (HTML element that
provides a brief summary of a web
page) and include keywords (the words
and phrases that searchers enter into
search engines) of each page.
Recommendation? Communication
team writes Meta Descriptions
(between 135-160 characters) for each
page and include keywords (2-3 words
that reflect each page. Easy to add each
section since the website was created
on Squarespace.
Credit: SEO Meta 1 Click/ Girls That Code

12. SEO Timeline
Credit: Canva/Asia Singleton

13. 2. Increase Student Presence throughout Website
Why? Stories are about the People! Photos
rationalize a prospect's decision to support your
organization as they back up your claims and
vouch for the value of your work. The compelling
stories of how the organization has impacted a
youth's life stand out.
Recommendation? Launching a Student Stories
section on the organization site. Highlight
current students with a picture and brief
paragraph on why they joined the program and
how it helped them develop as servant leaders.
Add more photos of participants and program
activities in the student stories section and
throughout the website.
Credit: SPM

14. Increase Student Presence throughout the
Website Cont.
Questions to answer? Why did you
[join/give/volunteer with/participate in] our
organization? Please list the three things
you like most about your
[membership/support/volunteer
work/program] and why you like them?
Timeline? The communication team can
include 1-2 students each month.
Credit: The Chicago Center for Arts and Technology

15. 3. Update Donation Page
Why? A donation page is one of the most critical
elements of a nonprofit website and should be the
primary focus of your online fundraising efforts.
Recommendations?
➔ Bold Donation Tab
➔ A brief thank-you paragraph
➔ Explain how each donation goes towards.
Example: $50 materials for two students for a
professional workshop.
➔ Incorporate questions section on the donation
page. What does my donation to Serving
People with a Mission do?
➔ An option between which program donation
will go towards and if it's a One-Time
Donation/Monthly donation.
Timeline? The communication team can complete it in
June.
Credit: Girls That Code

16. 4. Professionally Polish SPM Website
Why? Having a professionally built website for your nonprofit can
emphasize your efforts, which results in more awareness, more
support, and more donations from your audience.
Recommendations?
➔ Adapt website for mobile devices making the user experience
more accessible.
➔ Consistency among text needs to be uniform.
➔ Each Biography should open on the current page rather than
creating a new tab. Easier for a user to navigate back to
previous pages.
➔ Giving People Donations Drive has an extra bullet point
without anything listed.
Timeline? The communication team can set a meeting to look through
each page to make sure each page is polished and unified.
Credit: SPM