Walking Miracles is a nonprofit organization in West Virginia that provides assistance to families affected by cancer through helping with travel expenses, counseling, and patient navigation. The organization is currently run solely by its founder and needs to establish its brand and increase donations in order to continue operating and potentially expand its services. The core problem is that Walking Miracles needs to better establish its brand and ensure sufficient funds to meet its goals of continuing to support local families impacted by cancer.

1. Amber King
ICOM 305 - Public Relations Campaigns
Walking Miracles Portfolio Submission

2. Executive Summary:
Walking Miracles is a nonprofit organization that assists families who have been affected
by cancer. The assistance is through helping with travel expenses, counseling and patient
navigation. In order to continue providing much needed services to those in West Virginia,
Walking Miracles needs to establish their brand, ensure funds and make sure other needs are
met. This is the core problem of the Walking Miracles Company and this can be turned into an
opportunity for the company to expand.
The goal for Walking Miracles is to make sure that the company is able to continue
providing for financial needs, supporting local families, and potentially expand. . The main goal
of this company is to fill the growing need in the area.
The target audience and the key publics for Walking Miracles need to be reached.
Potential patients are those who will need the services offered by Walking Miracles. Corporate
donors need to also be reached. Childhood cancer survivors include those who have battled
cancer at a young age and have survived to tell their story. Citizens living in the area are also a
key public. They need to be aware of the company and do what they can to get the word out.
A few objectives need to be accomplished in order to help Walking Miracles continue to
function. Updating the website and social media pages will allow for people to have easier
access and more user friendly. Gaining 250 more followers or shares on the social media sites
will help spread the word about the company. Increasing donations by 25% will allow for the
company to help more families who are needing assistance. Incorporating more community
involvement can impact the community in a positive way as well as the families in need.
Strategies have been determined to help the Walking Miracles Company. Raising more
awareness about Walking Miracles by making more of an impact on social media can help get
the word out. Having links and information posted on the social media websites will help spread
the word about the company, childhood cancer and how people can help. A second strategy is
getting information about the company in the hands of those who need it the most. Creating
information packets and distributing them to families and corporations will help explain the
goals and the background of the company.
The proposed budget for the company is $1000. Advertising on the radio would use
$300 of the budget. Creating and distributing information packets would use $150. Having
flyers and posters printed out for advertising purposed would cost around $50. The remainder
amount of the budget would go towards the efforts of making sure family’s needs are met.
Three areas can be evaluated to check the progress. Updating the website and social
media accounts to ensure user friendly access can be assessed by asking previous users to test the
new, updated forms. Increasing the number of followers by the end of the year can be assessed
by comparing followers during different periods of time. Increasing donations coming in by
25% by the end of the year can be also be evaluated.

3. Background and SWOT Analysis:
Background:
External Environment:
Being diagnosed with cancer comes with many unknown and unanswerable questions. The questions
stem from a worry of the financial need and the fear of the unknown future. Walking Miracles was put in
place to take care of part of that financial need.
Industry:
Walking Miracles is a non-profit organization, based in West Virginia, which helps serve the families of
those affected by cancer. This company primarily focuses on those affected by pediatric cancer. Some of
the strengths of this company is the exclusiveness to the Charleston area.
Client:
Walking Miracles was founded by Brett Wilson who saw a need for these services in the local area. He
believes that the travel expenses should never be a barrier for those who are needing treatment. Brett
Wilson is a cancer survivor who went through the stages of cancer at a young age. He is quoted as saying
that cancer knows no class. Cancer does not only affect the wealthy families, it also affects those in
middle and lower classes. The company strives to offer support in travel assistance,counseling, and
patient navigation. All of these services are able to be provided because of generous donations.
Product, service or issue:
Services offered by Walking Miracles include a travel assistance program, counseling and patient
navigation. Many families have to drive a long distance in order for a child to receive treatment.
According to a survey, 38% of respondents say that they have limitations when it comes to traveling.
Walking Miracles issues $200 gift cards to assist families with food, lodging, and transportation.
Planned improvements would be the potential of expansion. With more support coming in from
donations, the Walking Miracles Company would be able to contribute more money to families and
potentially offer more services.
Promotions:
Walking Miracles has been able to help many families in the area receive the assistance needed providing
them with a gift card that covers gas and for meals on the road. In three years, Walking Miracles
distributed $25,000 dollars to those in need of travel assistance and other services. All of the funds were
raised by donation or by fundraisers.
One fundraiser that the company has hosted includes an art auction and wine tasting. An upcoming event
is a dance-a-thon that is scheduled to take place in April.
Walking Miracles has a website and a social media presence. The website could use some more updating
in terms of information and becoming more user friendly. The social media platforms are Facebook and
Twitter. These two forms of social media are a great way to reach a huge audience, but they need to be
better kept up with and updated. Establishing a brand for the company could be beneficial in both the
website and social media platforms.

4. Market Share:
The market the Walking Miracles is located in is diverse. Many companies in this market are also
wanting to contribute to finding a cure for cancer. Unlike St. Jude’s Research Hospital or the Make-a-
wish foundation, Walking Miracles exclusively focuses on offering travel assistance,counseling, and
patient navigation. While other companies may offer this type of service, Walking Miracles is
exclusively located in the Charleston area.
Competition:
Many companies provide assistance for those affected by cancer. These companies become a competition
to Walking Miracles because they are better known. Donors who have always made donations to these
larger companies may not want to donate to Walking Miracles because of traditional reasons or because
they have little information about the company.
While these other companies are making great strides in the fight against cancer,Walking Miracles wants
to use funds to allow locals to get to where they need to be to receive the treatment and receive education
services. Since this is a local company, most of the funding for this company would be coming from the
Charleston area,which is a relatively small city.
Resources:
Walking Miracles is currently ran by one individual, Brett Wilson. He also works full time at another
position while also being the founder and CEO of Walking Miracles. The company is limited to
personnel and staff except for the volunteer board members and Mr. Wilson. Morgan Robinson, co-host
of the Electric 102.7 morning show, is also contributing to this company. Familiar names like Sugar Ray
Leonard and Landau Eugene Murphy Jr. are also on board with this company. This company is small and
could use any more resources they can obtain.
SWOT Analysis:
Completing a SWOT analysis on Walking Miracles, a few key points stick out about the company. Some
strengths that the company has are the network of donors they have and how they are local in the
Charleston area. Potential weaknesses are the website design and social media presence the company has.
The company is also ran by one individual who does not have the time to devote to just certain aspects.
Another weakness would be public awareness and how unknown the company is. The opportunities the
company has is dealing with the potential to expand, make a greater impact in the community, and the
ability to offer more education services. Threats to the organization are dealing with competing
companies and the overall perception of the company. The threats fall along the lines of people not
wanting to donate money to a company where little is known about it.
Market Research:
Using a customer satisfaction survey as a tool, Walking Miracles found that 100% of the families say they
would refer friends to this organization. Another statistic is that 87% of families said that the support
received from Walking Miracles relieved stress on them.

5. SWOT Analysis:
Strengths:
1. Exclusiveness to the Charleston area
2. Network of donors
Weaknesses:
1- Website design
2- Social media presence
3- Man power
4- Not being well known (public awareness)
Opportunities:
1. Education services
2. Expansion
3. Bigger impact in the community
Threats:
1. Competitor companies
2. Perception of the public (What does the
company do?)

6. Situation Analysis and Core Problem/Opportunity:
Situation Analysis:
Walking Miracles is a non-profit organization, based in West Virginia, which helps serve
the families of those affected by cancer. This company primarily focuses on those families
affected by pediatric cancer. The company strives to assist family with travel assistance,
counseling, and patient navigation. All of these services are only possible because of the
generous donations from supporters. Currently, the company is managed by the founder and
CEO, Brett Wilson. Walking Miracles has been able to raise $25,000 and distribute the money
through cards to help assist families with lodging and travel needs. Walking Miracles has the
potential to expand. With that opportunity to expand, more people would need to be involved
with managing the company. In order to expand, offer more services, and make a bigger impact,
more donations and supporters are needed. Walking Miracles has the potential to expand and
make an even greater impact in the community. Events and reaching out and informing the
community are just more possibilities to expand and make a greater impact in the Charleston
area.
With most company in today’s economy, challenges and difficulties arise. Walking
Miracles has the potential to make great strides, but the company faces some road blocks. With
the company’s support coming from donations and supporters, Walking Miracles needs to be
establish a brand, tell their story and make a bigger impression in West Virginia. Not many
people know about the company. The lack of knowledge about the company leads to the lack of
support and donations. Donations are not likely to be given to a company who is not well
known. Establishing a recognizable logo or platform and firmly telling their story will let the
public know what the goal is for the company. Potential difficulties could hinder the company’s
success such as public awareness, financial needs and lack of man power. One man cannot plan
all the events, run and post on social media accounts, update the website, and fundraise. These
difficulties can be overcome to make Walking Miracles an even greater and stronger nonprofit
company.
Core Problem/Opportunity:
In order to continue providing much needed services to those in West Virginia, Walking
Miracles needs to establish their brand to ensure funds and other needs are met.

7. Goals and Objectives:
Goal:
The goal for Walking Miracles is to make sure that the company is able to continue providing financial
needs, support local families, and potentially expand.
Objectives:
1. Hiring Staff/Volunteers/Internship Opportunities
 Because Walking Miracles is currently a one-man show, having volunteers or more staff
members will help get more accomplished in the company.
 Internship opportunities will help not only the company, but also giving the person
interning valuable experience.
 Volunteers helping at events and making sure the event runs smoothly.
2. Updating website and social media
 Edit the website so that it is easier to navigate and more user friendly.
 Utilize the Facebook page to post inspiring stories, information, and what events are
coming up.
 Make social media accounts and website visually appearing.
 Updating the website and social media pages will help spread the word about the
company, keep people informed, and allow people to gain better insight about the
company.
3. Gain 250 more followers/likes on social media within the next year
 Advertise social media page as a way to keep up to date with the company.
 Post facts/information that would interest followers.
 Offer a random selection of the pool of people who do like the page to receive something
free (gift card, t-shirt, etc.)
4. Increase donations coming into Walking Miracles by 25%
 Keep in contact with past donors to ensure they will continue to donate.
 Come up with creative fundraisers that people will want to attend.
 Gain more corporate sponsors through networking.
5. Incorporate more community involvement
 Set up a booth that provides information at various events in the community.
 Offer volunteer opportunities to the public and more ways for people to get involved.

8. Key Publics and Messages:
Key Publics:
1. Potential Patients. This public includes those patients who have just receive a diagnosis or are
currently undergoing treatment. When someone gets the diagnosis that the patient has cancer,life
seems to be going fast paced and every second matters. The financial burden of medical
expenses and costs immediately begin closing in on the families of the patient. They need to
know that there is a way to help alleviate some of the cost of travel expenses and there is support
for them. Those patients who are currently undergoing treatment may just now start experiencing
financial hardships and need to know that there is help for them in order to continue treatments.
 Self-interests: Well-being of the patient, finding a cure, receiving treatment needed for
cancer,financial needs being met.
 Relationship: Know that some organizations like the American Cancer Society and St.
Jude’s exists but may not know that Walking Miracles is a local, nonprofit ready to help.
 Opinion Leaders:Family and friends.
 Channels: Information pamphlets in hospitals, word of mouth by healthcare
professionals (doctors and nurses),social workers, posters in hospital, commercial
advertising, social media.
2. Corporate Donors. This public includes those who are in the Charleston area or in other parts of
the state of West Virginia. They have the means to potentially donate to a cause such as Walking
Miracles. Corporate donors may already be donating to similar causes such as St. Jude’s or
American Cancer Society, but they are not aware of Walking Miracles.
 Self-interests: Helping causes,making a difference, having their name recognized as a
donor, donating money.
 Relationship: They may know that there are larger organizations like the American
Cancer Society and St. Jude’s. They may not know that there is a local, nonprofit in the
same area as them ready to help. They also may not know that there is a great need for
assistance in the Charleston area.
 Opinion Leaders:Other corporations in the area,presidents or CEOs in the corporation.
 Channels: Newsletters,annualreports, letters being sent out, information packets,social
media.
3. Childhood Cancer Survivors. This public includes those individuals who battled cancer at a
young age. They went through the struggles of dealing with cancer and have survived. They
know first-hand what the patient and family members are going though.
 Self-interests: Finding a cure for cancer,telling their story, letting families going through
the same circumstance that it is going to be okay.
 Relationship: They know how cancer affects families and they know the suffering it
causes. These publics will also know the financial burden this disease can become to
those families.
 Opinion Leaders:The individuals themselves may likely be able to convince people to
donate to Walking Miracles. The family of those cancer survivors.
 Channels: Letters,Newsletters,AnnualReports, Commercial, Information Pamphlets,
Social Media.

9. 4. Citizens. These publics include everyone living in the Charleston area. Everyone who lives in
the community and are in surrounding areas. Citizens need to be made aware of the need to have
a nonprofit like Walking Miracles available to have the services utilized. Citizens need to be
made aware of the opportunity to donate and potentially volunteer to make a difference.
 Self-interest: Safety,Able to provide for themselves and family, knowing that their
environment is a safe place to live, able to afford to live.
 Relationship: Citizens may not be completely aware of the need for this service in the
Charleston area. Once they are made aware or they know a friend who is dealing with a
cancer diagnosis, they may be more aware of the need due to them witnessing it
secondhand.
 Opinion Leaders:Individuals who have a higher political status such as mayors of
towns. Those who have a title in the community. Other opinion leaders may be those
who are well known and trusted in the community.
 Channels: Commercials, social media, flyers, posters, events in the community, Word of
mouth.

10. Strategies and Tactics:
Strategy one: Raise more awareness about the nonprofit company, Walking Miracles, by making more of
an impact on social media.
Tactics:
1. Create a recognizable brand or logo to have on every social media website platform. (Twitter,
Facebook, Instagram and Website.)
2. Make the social media platforms (Twitter, Facebook, Instagram and website) more visually
appealing.
3. Make the social media platforms easy to navigate and accessible.
4. Update these social media platforms on a regular basis.
5. Post inspiring stories from past and present patients on how Walking Miracles has or currently is
making a difference in their lives.
6. Encourage followers or subscribers to pass the word on. A lot of people know someone who is
affected by cancer. If everyone passes on the word, Walking Miracles will become better known.
7. Promote events that are coming up involving Walking Miracles.
Strategy two: Raise awareness about the Walking Miracles Company by getting information into the
hands of people who need it.
Tactics:
1. Create information packets.
a. General information about the company
b. Testimonials from past or present patients
c. Statistics or survey results
2. Flyers or posters with the website to Walking Miracles placed in hospitals, doctor’s offices, etc.
3. Create an infographic so information is easily readably and grabs someone’s attention.

11. Calendar and Budget:

12. Month:
Week: 1 2 3 4 1 2 3 4 1 2 3 4
Key Public: General Public
Strategy:
Raise more awareness about the nonprofit
company, Walking Miracles, by making
more of an impact on social media.
Tactics: Create a recognizable brand/logo X
Make platforms more visually appealing X
Easier to navigate and accessible X
Update websites on a regular basis X - - - - - - - - - - X
Promote events X - - - - - - - - - - X
Encourage followers to spread the word X - - - - - - - - - - X
Radio Advertisement X X
Post inspiring stories X X X X X X
Key Public: Corporate Donors
Strategy: Increase the amount of donors
Tactics:
Hold monthly informative open meeting
to sponsors X X X
Create an information packet to distribute X
Reach out to corporations through
newsletters X X X
Key Public: Potential Patients
Strategy:
Let patients and families know about the
company
Tactics:
Form relationships with hospitals and
doctors in the area X - - - - - - - - - - X
Hang up flyers with website information X X X
Walking Miracles Calendar
December January February
Detail Quantity
Per Item
Cost
Total
Projected
Sponsored
Credit
Actual
Projected
Key Public: General Public
Strategy:
Raise more awareness about the
nonprofit company, Walking Miracles, by
making more of an impact on social
media.
Tactics: Create a recognizable brand/logo 0 -$ 0 -$ -$
Make platforms more visually appealing 0 -$ 0 -$ -$
Easier to navigate and accessible 0 -$ 0 -$ -$
Update websites on a regular basis 0 -$ 0 -$ -$
Promote events 0 -$ 0 -$ -$
Encourage followers to spread the word 0 -$ 0 -$ -$
Post inspiring stories 0 -$ 0 -$ -$
Radio Advertisement Contact Radio Station to run add 2 $150 $300 $300
Subtotal $300
Key Public: Corporate Donors
Strategy: Increase the amount of donors
Tactics:
Hold monthly informative open meeting
to sponsors Rent an area to hold meetings monthly 3 $143 $429 $429
Create an information packet to
distribute 200 $0.75 $150 $150
Reach out to corporations through
newsletters 0 $0 $0 $0
Subtotal $579
Key Public: Potential Patients
Strategy:
Let patients and families know about the
company
Tactics:
Form relationships with hospitals and
doctors in the area 0 -$ -$ 0 -$
Hang up flyers with website information Have flyers printed out 2500 0.02$ 50.00$ 0 50.00$
Subtotals $50
Category Subtotals $929 $929
Campaign Total $929
Get quotes from different websites to
create information packets to distribute
Budget

13. Evaluation Criteria and Tools:
Objective one: Update the current website and social media platforms to make them easier to navigate
and more user friendly.
Criteria: The current website and social media platforms will need to be updated in order to make them
easier to navigate and more user friendly.
Tool: Ask people who had viewed the previous website and social media pages to see if they can see
improvements in the current website and social media platforms. The people who have seen both the
before and after of the website and social media will be able to determine if the objective has been
accomplished.
Objective two: Increase the number of followers/likes on social media within the next year.
Criteria: The amount of followers/likes on the social media pages would need to increase within the
next year.
Tool: Take a screenshot of the amounts of followers/likes on the social media pages at the beginning of
the year and compare that to the total of followers/likes at the end of the year.
Objective three:Increase donations coming into Walking Miracles by 25% within the next year. (From
$10,000 to $12,500)
Criteria: Donations coming into Walking Miracles will need to increase by $2,500 in order to have
increased by 25%.
Tool: Check the total amount of donations coming into Walking Miracles at the beginning of the year and
compare to the total amount of donations at the end of the year

14. The following assignments are the drafts submitted during the semester.
Executive Summary Draft:
Walking Miracles is a nonprofit organization that assists families who have been affected
by cancer. The assistance is through helping with travel expenses, counseling and patient
navigation. In order to continue providing much needed services to those in West Virginia,
Walking Miracles needs to establish their brand, ensure funds and make sure other needs are
met. This is the core problem of the Walking Miracles Company and this can be turned into an
opportunity for the company to expand.
The goal for Walking Miracles is to make sure that the company is able to continue
providing for financial needs, supporting local families, and potentially expand. There is a dire
need for this company in the community. The main goal of this company is to fill the growing
need in the area.
The target audience and the key publics for Walking Miracles need to be reached.
Potential patients are those who will need the services offered by Walking Miracles. Corporate
donors need to be reached on a business and financial standpoint. Childhood cancer survivors
include those who have battled cancer at a young age and have survived to tell their story. Their
struggles and advice will bring encouragement to those dealing with cancer today. Citizens living
in the area are also a key public. They need to be aware of the company and do what they can to
get the word out.
A few objectives need to be accomplished in order to help Walking Miracles continue to
function. Updating the website and social media pages will allow for people to have easier
access and more user friendly. Gaining 250 more followers or shares on the social media sites
will help spread the word about the company. Increasing donations by 25% will allow for the
company to help more families who are needing assistance. Incorporating more community
involvement can impact the community in a positive way as well as the families in need.
A few strategies have been determined to help the Walking Miracles Company. Raising
more awareness about Walking Miracles by making more of an impact on social media can help
get the word out and community members involved. Having links and information posted on the
social media websites will help spread the word about the company, childhood cancer and how
people can help. A second strategy is getting information about the company in the hands of
those who need it the most. Creating information packets and distributing them to families and
corporations will help explain the goals and the background of the company.
The proposed budget for the company is $1000. The money would be used to go towards
different areas. Advertising on the radio would use $300 of the budget. Creating and
distributing information packets would use $150. Having flyers and posters printed out for

15. advertising purposed would cost around $50. The remainder amount of the budget would go
towards the efforts of making sure family’s needs are met.
Three areas can be evaluated to check the progress. Updating the website and social
media accounts to ensure user friendly access can be assessed by asking previous users to test the
new, updated forms. Increasing the number of followers and likes by the end of the year can be
assessed by taking a screenshot of the total of followers and comparing that to the total amount
of followers at the end of the year. Increasing donations coming in by 25% by the end of the
year can be assessed by comparing the original amounts to the amount at the end of the year.
Background and SWOT Analysis Draft:
Background:
External Environment:
Being diagnosed with cancer comes with many unknown and unanswerable questions. The questions
stem from a worry of the financial need and the fear of the unknown future. Walking Miracles was put in
place to take care of part of that financial need.
Industry:
Walking Miracles is a non-profit organization, based in West Virginia, which helps serve the families of
those affected by cancer. This company primarily focuses on those affected by pediatric cancer. Some of
the strengths of this company is the exclusiveness to the Charleston area.
Client:
Walking Miracles was founded by Brett Wilson who saw a need for these services in the local area. He
believes that the travel expenses should never be a barrier for those who are needing treatment. Brett
Wilson is a cancer survivor who went through the stages of cancer at a young age. He is quoted as saying
that cancer knows no class. Cancer does not only affect the wealthy families, it also affects those in
middle and lower classes. The company strives to offer support in travel assistance,counseling, and
patient navigation. All of these services are able to be provided because of generous donations.
Product, service or issue:
Services offered by Walking Miracles include a travel assistance program, counseling and patient
navigation. Many families have to drive a long distance in order for a child to receive treatment.
According to a survey, 38% of respondents say that they have limitations when it comes to traveling.
Walking Miracles issues $200 gift cards to assist families with food, lodging, and transportation.
Planned improvements would be the potential of expansion. With more support coming in from
donations, the Walking Miracles Company would be able to contribute more money to families and
potentially offer more services.
Promotions:
Walking Miracles has been able to help many families in the area receive the assistance needed providing
them with a gift card that covers gas and for meals on the road. In three years, Walking Miracles
distributed $25,000 dollars to those in need of travel assistance and other services. All of the funds were
raised by donation or by fundraisers.

16. One fundraiser that the company has hosted includes an art auction and wine tasting. An upcoming event
is a dance-a-thon that is scheduled to take place in April.
Walking Miracles has a website and a social media presence. The website could use some more updating
in terms of information and becoming more user friendly. The social media platforms are Facebook and
Twitter. These two forms of social media are a great way to reach a huge audience, but they need to be
better kept up with and updated. Establishing a brand for the company could be beneficial in both the
website and social media platforms.
Market Share:
The market the Walking Miracles is located in is diverse. Many companies in this market are also
wanting to contribute to finding a cure for cancer. Unlike St. Jude’s Research Hospital or the Make-a-
wish foundation, Walking Miracles exclusively focuses on offering travel assistance,counseling, and
patient navigation. While other companies may offer this type of service, Walking Miracles is
exclusively located in the Charleston area.
Competition:
Many companies provide assistance for those affected by cancer. These companies become a competition
to Walking Miracles because they are better known. Donors who have always made donations to these
larger companies may not want to donate to Walking Miracles because of traditional reasons or because
they have little information about the company.
While these other companies are making great strides in the fight against cancer,Walking Miracles wants
to use funds to allow locals to get to where they need to be to receive the treatment and receive education
services. Since this is a local company, most of the funding for this company would be coming from the
Charleston area,which is a relatively small city.
Resources:
Walking Miracles is currently ran by one individual, Brett Wilson. He also works full time at another
position while also being the founder and CEO of Walking Miracles. The company is limited to
personnel and staff except for the volunteer board members and Mr. Wilson. Morgan Robinson, co-host
of the Electric 102.7 morning show, is also contributing to this company. Familiar names like Sugar Ray
Leonard and Landau Eugene Murphy Jr. are also on board with this company. This company is small and
could use any more resources they can obtain.
SWOT Analysis:
Completing a SWOT analysis on Walking Miracles, a few key points stick out about the company. Some
strengths that the company has are the network of donors they have and how they are local in the
Charleston area. Potential weaknesses are the website design and social media presence the company has.
The company is also ran by one individual who does not have the time to devote to just certain aspects.
Another weakness would be public awareness and how unknown the company is. The opportunities the
company has is dealing with the potential to expand, make a greater impact in the community, and the
ability to offer more education services. Threats to the organization are dealing with competing
companies and the overall perception of the company. The threats fall along the lines of people not
wanting to donate money to a company where little is known about it.
Market Research:
Using a customer satisfaction survey as a tool, Walking Miracles found that 100% of the families say they
would refer friends to this organization. Another statistic is that 87% of families said that the support
received from Walking Miracles relieved stress on them.

17. SWOT Analysis:
Situation Analysis and Core Problem/Opportunity Draft:
Situation Analysis:
Walking Miracles is a non-profit organization, based in West Virginia, which helps serve
the families of those affected by cancer. This company primarily focuses on those families
affected by pediatric cancer. The company strives to assist family with travel assistance,
counseling, and patient navigation. All of these services are only possible because of the
generous donations from supporters. Currently, the company is managed by the founder and
CEO, Brett Wilson. Walking Miracles has been able to raise $25,000 and distribute the money
through cards to help assist families with lodging and travel needs. Walking Miracles has the
potential to expand. With that opportunity to expand, more people would need to be involved
with managing the company. In order to expand, offer more services, and make a bigger impact,
more donations and supporters are needed. Walking Miracles has the potential to expand and
make an even greater impact in the community. Events and reaching out and informing the
community are just more possibilities to expand and make a greater impact in the Charleston
area.
With most company in today’s economy, challenges and difficulties arise. Walking
Miracles has the potential to make great strides, but the company faces some road blocks. With
the company’s support coming from donations and supporters, Walking Miracles needs to be
establish a brand, tell their story and make a bigger impression in West Virginia. Not many
people know about the company. The lack of knowledge about the company leads to the lack of
support and donations. Donations are not likely to be given to a company who is not well
Strengths:
3. Exclusiveness to the Charleston area
4. Network of donors
Weaknesses:
5- Website design
6- Social media presence
7- Man power
8- Not being well known (public awareness)
Opportunities:
4. Education services
5. Expansion
6. Bigger impact in the community
Threats:
3. Competitor companies
4. Perception of the public (What does the
company do?)

18. known. Establishing a recognizable logo or platform and firmly telling their story will let the
public know what the goal is for the company. Potential difficulties could hinder the company’s
success such as public awareness, financial needs and lack of man power. One man cannot plan
all the events, run and post on social media accounts, update the website, and fundraise. These
difficulties can be overcome to make Walking Miracles an even greater and stronger nonprofit
company.
Core Problem/Opportunity:
In order to continue providing much needed services to those in West Virginia, Walking
Miracles needs to establish their brand to ensure funds and other needs are met.
Goals and Objectives Draft:
Goal:
The goal for Walking Miracles is to make sure that the company is able to continue providing financial
needs, support local families, and potentially expand.
Objectives:
1. Hiring Staff/Volunteers/Internship Opportunities
 Because Walking Miracles is currently a one-man show, having volunteers or more staff
members will help get more accomplished in the company.
 Internship opportunities will help not only the company, but also giving the person
interning valuable experience.
 Volunteers helping at events and making sure the event runs smoothly.
2. Updating website and social media
 Edit the website so that it is easier to navigate and more user friendly.
 Utilize the Facebook page to post inspiring stories, information, and what events are
coming up.
 Make social media accounts and website visually appearing.
 Updating the website and social media pages will help spread the word about the
company, keep people informed, and allow people to gain better insight about the
company.
3. Gain 250 more followers/likes on social media within the next year
 Advertise social media page as a way to keep up to date with the company.
 Post facts/information that would interest followers.
 Offer a random selection of the pool of people who do like the page to receive something
free (gift card, t-shirt, etc.)
4. Increase donations coming into Walking Miracles by 25%
 Keep in contact with past donors to ensure they will continue to donate.
 Come up with creative fundraisers that people will want to attend.

19.  Gain more corporate sponsors through networking.
5. Incorporate more community involvement
 Set up a booth that provides information at various events in the community.
 Offer volunteer opportunities to the public and more ways for people to get involved.
Key Publics and Messages Draft:
Key Publics:
1. Potential Patients. This public includes those patients who have just receive a diagnosis or are
currently undergoing treatment. When someone gets the diagnosis that the patient has cancer,life
seems to be going fast paced and every second matters. The financial burden of medical
expenses and costs immediately begin closing in on the families of the patient. They need to
know that there is a way to help alleviate some of the cost of travel expenses and there is support
for them. Those patients who are currently undergoing treatment may just now start experiencing
financial hardships and need to know that there is help for them in order to continue treatments.
 Self-interests: Well-being of the patient, finding a cure, receiving treatment needed for
cancer,financial needs being met.
 Relationship: Know that some organizations like the American Cancer Society and St.
Jude’s exists but may not know that Walking Miracles is a local, nonprofit ready to help.
 Opinion Leaders:Family and friends.
 Channels: Information pamphlets in hospitals, word of mouth by healthcare
professionals (doctors and nurses),social workers, posters in hospital, commercial
advertising, social media.
2. Corporate Donors. This public includes those who are in the Charleston area or in other parts of
the state of West Virginia. They have the means to potentially donate to a cause such as Walking
Miracles. Corporate donors may already be donating to similar causes such as St. Jude’s or
American Cancer Society, but they are not aware of Walking Miracles.
 Self-interests: Helping causes,making a difference, having their name recognized as a
donor, donating money.
 Relationship: They may know that there are larger organizations like the American
Cancer Society and St. Jude’s. They may not know that there is a local, nonprofit in the
same area as them ready to help. They also may not know that there is a great need for
assistance in the Charleston area.
 Opinion Leaders:Other corporations in the area,presidents or CEOs in the corporation.
 Channels: Newsletters,annualreports, letters being sent out, information packets,social
media.
3. Childhood Cancer Survivors. This public includes those individuals who battled cancer at a
young age. They went through the struggles of dealing with cancer and have survived. They
know first-hand what the patient and family members are going though.
 Self-interests: Finding a cure for cancer,telling their story, letting families going through
the same circumstance that it is going to be okay.

20.  Relationship: They know how cancer affects families and they know the suffering it
causes. These publics will also know the financial burden this disease can become to
those families.
 Opinion Leaders:The individuals themselves may likely be able to convince people to
donate to Walking Miracles. The family of those cancer survivors.
 Channels: Letters,Newsletters,AnnualReports, Commercial, Information Pamphlets,
Social Media.
4. Citizens. These publics include everyone living in the Charleston area. Everyone who lives in
the community and are in surrounding areas. Citizens need to be made aware of the need to have
a nonprofit like Walking Miracles available to have the services utilized. Citizens need to be
made aware of the opportunity to donate and potentially volunteer to make a difference.
 Self-interest: Safety,Able to provide for themselves and family, knowing that their
environment is a safe place to live, able to afford to live.
 Relationship: Citizens may not be completely aware of the need for this service in the
Charleston area. Once they are made aware or they know a friend who is dealing with a
cancer diagnosis, they may be more aware of the need due to them witnessing it
secondhand.
 Opinion Leaders:Individuals who have a higher political status such as mayors of
towns. Those who have a title in the community. Other opinion leaders may be those
who are well known and trusted in the community.
 Channels: Commercials, social media, flyers, posters, events in the community, Word of
mouth.
Strategies and Tactics Draft:
Strategies and Tactics:
Strategy one: Raise more awareness about the nonprofit company, Walking Miracles, by making more of
an impact on social media.
Tactics:
8. Create a recognizable brand or logo to have on every social media website platform. (Twitter,
Facebook, Instagram and Website.)
9. Make the social media platforms (Twitter, Facebook, Instagram and website) more visually
appealing.
10. Make the social media platforms easy to navigate and accessible.
11. Update these social media platforms on a regular basis.
12. Post inspiring stories from past and present patients on how Walking Miracles has or currently is
making a difference in their lives.
13. Encourage followers or subscribers to pass the word on. A lot of people know someone who is
affected by cancer. If everyone passes on the word, Walking Miracles will become better known.
14. Promote events that are coming up involving Walking Miracles.
Strategy two: Raise awareness about the Walking Miracles Company by getting information into the
hands of people who need it.

21. Tactics:
4. Create information packets.
a. General information about the company
b. Testimonials from past or present patients
c. Statistics or survey results
5. Place information packets in hospitals, doctor’s offices, etc.
6. Flyers or posters with the website to Walking Miracles placed in hospitals, doctor’s offices, etc.
7. Create an infographic so information is easily readably and grabs someone’s attention.
Calendar and Budget Draft:

22. Month:
Week: 1 2 3 4 1 2 3 4 1 2 3 4
Key Public: General Public
Strategy:
Raise more awareness about the nonprofit
company, Walking Miracles, by making
more of an impact on social media.
Tactics: Create a recognizable brand/logo X
Make platforms more visually appealing X
Easier to navigate and accessible X
Update websites on a regular basis X - - - - - - - - - - X
Promote events X - - - - - - - - - - X
Encourage followers to spread the word X - - - - - - - - - - X
Radio Advertisement X X
Post inspiring stories X X X X X X
Key Public: Corporate Donors
Strategy: Increase the amount of donors
Tactics:
Hold monthly informative open meeting
to sponsors X X X
Create an information packet to distribute X
Reach out to corporations through
newsletters X X X
Key Public: Potential Patients
Strategy:
Let patients and families know about the
company
Tactics:
Form relationships with hospitals and
doctors in the area X - - - - - - - - - - X
Hang up flyers with website information X X X
Walking Miracles Calendar
December January February
Detail Quantity
Per Item
Cost
Total
Projected
Sponsored
Credit
Actual
Projected
Key Public: General Public
Strategy:
Raise more awareness about the
nonprofit company, Walking Miracles, by
making more of an impact on social
media.
Tactics: Create a recognizable brand/logo 0 -$ 0 -$ -$
Make platforms more visually appealing 0 -$ 0 -$ -$
Easier to navigate and accessible 0 -$ 0 -$ -$
Update websites on a regular basis 0 -$ 0 -$ -$
Promote events 0 -$ 0 -$ -$
Encourage followers to spread the word 0 -$ 0 -$ -$
Post inspiring stories 0 -$ 0 -$ -$
Radio Advertisement Contact Radio Station to run add 2 $150 $300 $300
Subtotal $300
Key Public: Corporate Donors
Strategy: Increase the amount of donors
Tactics:
Hold monthly informative open meeting
to sponsors Rent an area to hold meetings monthly 3 $143 $429 $429
Create an information packet to
distribute 200 $0.75 $150 $150
Reach out to corporations through
newsletters 0 $0 $0 $0
Subtotal $579
Key Public: Potential Patients
Strategy:
Let patients and families know about the
company
Tactics:
Form relationships with hospitals and
doctors in the area 0 -$ -$ 0 -$
Hang up flyers with website information Have flyers printed out 2500 0.02$ 50.00$ 0 50.00$
Subtotals $50
Category Subtotals $929 $929
Campaign Total $929
Get quotes from different websites to
create information packets to distribute
Budget

23. Evaluation Criteria and Tools Draft:
Objective one: Update the current website and social media platforms to make them easier to navigate
and more user friendly.
Criteria: The current website and social media platforms will need to be updated in order to make them
easier to navigate and more user friendly.
Tool: Ask people who had viewed the previous website and social media pages to see if they can see
improvements in the current website and social media platforms. The people who have seen both the
before and after of the website and social media will be able to determine if the objective has been
accomplished.
Objective two: Increase the number of followers/likes on social media within the next year.
Criteria: The amount of followers/likes on the social media pages would need to increase within the
next year.
Tool: Take a screenshot of the amounts of followers/likes on the social media pages at the beginning of
the year and compare that to the total of followers/likes at the end of the year.
Objective three:Increase donations coming into Walking Miracles by 25% within the next year. (From
$10,000 to $12,500)
Criteria: Donations coming into Walking Miracles will need to increase by $2,500 in order to have
increased by 25%.
Tool: Check the total amount of donations coming into Walking Miracles at the beginning of the year and
compare to the total amount of donations at the end of the year