The Community Action Council of Lexington-Fayette, Bourbon, Harrison and Nicholas Counties is a non-profit organization founded in 1965 to address poverty in central Kentucky. It utilizes various new media tools like websites, Facebook, Twitter, and YouTube to communicate its mission of combating poverty by providing services, opportunities and advocacy for low-income communities. These tools help inform the public about the organization's activities and ways to get involved, replacing more traditional outreach methods. While generally effective, the organization could further maximize its online presence through additional platforms like Tumblr.

1. The Lexington
Community Action
Council
Jamahl McDaniel

2. Background Info
 Community Action Council for Lexington-Fayette, Bourbon, Harrison and
Nicholas Counties is a private, non-profit organization organized in 1965 to
study the causes and effects of poverty in our communities and work toward
solutions.
 Organized by five local community activists in 1965. The Council was
originally chartered only for Fayette County. In 1974, Nicholas County was
added and later, Bourbon and Harrison joined the organization's service area
to addresses both urban and rural needs in the counties that it serves. They
currently have 3 locations in Lexington
 I visited- 710 West High Street

3. Their role
 Mission Statement: To Combat Poverty
 Their purpose is to help combat poverty by providing good, services and
opportunities for people from low social economic backgrounds. Whether an
adult, child, or a veteran, the Council offers great resources for the
community. They also host many programs and events within the Lexington
community to gain support, bring awareness and to have a good time while
doing it.
 Part of their Vision Statement “As advocates, we listen, understand, and take
our lead from the low-income population; we assist the low-income
population in advocating for themselves; and we advocate for the low-income
population at all levels of public policy including economic, legislative,
government and business.”

4. Why I chose this organization
 Not only have I volunteered at the Community Action Council before, I believe
in its mission statement
 Though I may not come from a low social economic status, I believe that all
people need assistance and deserve opportunity.
 Connection: My fraternity brother currently serves as director whom I have
shadowed

5. Current New Media Outlets
 They do currently utilize a website http://www.commaction.org/ where you
can access information about the council, volunteer/job opportunities, make
a donation (leads to separate website)
 Beyond this they also have a Facebook Page which gives users their
opportunity to like/support them, gain updates on activities within the
council. They have a Twitter which provides instant information and they also
utilize YouTube to visually advocate for their cause.
 https://www.youtube.com/channel/UCIwSVv-O9vIHRwB9p0n5NHQ

7. How are they using these?
 They utilize their main website the most probably because it provides
generally information on how to get involved within the council.
 Their twitter page is great tool for them to reach many different age groups,
especially with a nice amount of followers. It helps promote the activities of
the council, gain feedback and reach a younger crowd whom get on twitter.
 Their Facebook page also provides similar opportunities along with giving
viewers the opportunity to visually see pictures of what they are doing

8. Strengths and Weakness
 Strengths: There new media strategies are easily assessable and are all
interconnected which gives people the option to be informed.
 They have an entire link for publications include newsletters, news rooms and
other efforts.
 Weakness: The information may not always be updated. The last newletters
was dated from 2012. Since they have so many locations, it can also be
confusing on which locations are being discussed through social media.

9. Suggestions…
 I believe that the Council does a great job at utilizing New New media
outlets. However, I do think they can take advantage of other forms as well
 Tumblr- Another creative way to share the message from the Council, it may
be a blog, but it creates great follow-ship for the organization.

10.  Describe the felt need or problem that is being addressed through the use of these
new media tools. Why were these particular tools chosen by the organization?
What methods/practices did these tools replace (i.e. how did the organization
accomplish these tasks before employing the new media tools they are currently
using)? It nearly provided more resources rather than take place completely
considering they still utilize the Lexington Herald, brochures and other magazines
for certain events, and opportunities. It gives consumers options, as well as helps
the organization stay organized. Their new media efforts address the problems of
finding out what the CAC is, and how to get involved. With a simple search anyone
can find out about the multiple locations and opportunities.
 How effective have these new media tools been in 1) fulfilling the mission of the
organization and 2) addressing the need or problem(s) identified above (get
feedback on this from your organization representative)? Pretty effective
considering the amount of following they have on each page, the feedback they
receive and the constant expansion of the organization.