This document summarizes a SWOT analysis and campaign report for World Compassion Terry Law Ministries, a Christian nonprofit organization. It provides an overview of the organization's mission and programs, identifies needs such as maintaining awareness and growing donors, and recommends tactics like press releases and social media engagement as well as campaigns like a donor loyalty program and community volunteer events to meet incremental improvement objectives.

1. SWOT Analysis Evaluation & Campaigns Report
Elevated Solutions PR
Tezlynn Tillmon
Copyright 2014© by
Elevated Solutions PR
All rights reserved. No part of the material protected by this copyright may be reproduced
or utilized in any form or by any means, electronic or mechanical, including
photocopying, recording, broadcasting or by any other information storage and retrieval
system without written permission or contractual agreement from Elevated Solutions PR.
For permission and other copy-related questions, please consult Tezlynn Tillmon via e-
mail all questions to tezlynntillmon@yahoo.com.
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2. THE ORGANIZATION
World Compassion Terry Law Ministries is a Christian based organization that holds many
positions when it comes to the progression of impoverished, persecuted and people who need
basic necessities.Their mission is rather precise and composed of individuals who believe in
achieving the impossible. World Compassion is a non profit organization founded on the idea
that no nation is closed to the permeating love of Christ. This non profit group is fully committed
to reaching beyond cultural barriers and unsafe borders; no matter what it takes. Unafraid of
global stigmas, dangers and unsavory realities, World Compassion is driven to spread their
message to suffering third world countries. The core values of this establishment are:
Christianity; ministering to unfortunate people; relationship; trustworthiness; advocacy &
cooperation with other organizations; evangelism and faith.
These core values are the reason for the existence and strong support of the company that is
World Compassion Terry Law Ministries. For more than 45 years this group has taken the
message of Jesus Christ to areas, mostly foreign countries, where Christianity is not welcome.
They do this through a series of programs and campaigns that assist needy groups of people.
Programs that World Compassion specializes in are: Orphan Care, Church Planting, Ministry &
Leadership Training, Bible & Christian Literature Distribution and Humanitarian Aid.
World Compassion was founded by Terry Law, a trusted missions authority, who also is a
renowned speaker, author and missionary in the Christian realm of society. In 1971, at a South
African church service, Missionary Law was given a mandate by God to minister among the
closed countries of the world. Missionary Law took that mandate and created World
Compassion, which according to financial records, surveys, and reoccurring donors, is a well
oiled machine. This non profit group, having experienced a recent transition in leadership,
continues to sponsor the previously mentioned programs and missions trips that the staff
themselves go on.
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3. PROBLEM/NEED
Elevated Solutions has researched World Compassion Terry Law Ministries and sees a common
need for the company that can be met and satisfied through the following of specified objectives.
The plan to implement objectives suggested for World Compassion is incremental improvement.
While there are many changes that can be made to this non profit group, it would be beneficial
for World Compassion if it focused on incremental improvement. Other objectives that fall under
this category are: maintaining awareness without adding expenditures, re-defining the target
audience and creating interest , stimulating/adding to the reoccurring donor pool, and
reinforcing the brand that Terry and Jason Law have envisioned for World Compassion.
Under the incremental improvement plan, when building awareness, maintaining awareness or
re-introducing an existing organization, promoters should implement an approach that gains the
attention of the target audience; once properly defined. Generating awareness without impacting
the expenditures of the company can be done through social media, social advocacy, press
releases and press kits; this will increase public exposure and create brand literacy. All types of
media need to be used from all vantage points and performed in every possible manner. Social
media can help entice the targeted audience to support or take part in the cause that World
Compassion is about.
In order to use social media and social advocacy to accrue more followers and supporters, the
organization needs to re-define the target audience. Taking this action will bring in a new age
demographic and set a foundation for the new donors to mature along with the company. In
order to keep the reoccurring donor numbers consistent in growth, it is highly recommended that
this group create a donor loyalty program. This program would provide little to no cost
incentives to reoccurring donors and keep the group updated on what is currently happening
with World Compassion. Incorporating initiatives and programs like this will allow the non
profit organization to continue to run like a well oiled machine that is at 100%.
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4. TACTICS
There are many tools available for use by World Compassion and at the disposal of businesses
and organizations looking for improvement. These tools are called tactics; they are the nuts and
bolts that hold any PR project together. Whether the company is simply announcing a new
leadership board or completely rebranding its image, there’s a public relations tactic suitable to
promote the message. The following tactics are suggested to re-introduce and incrementally
improve the World Compassion ministry. While objectives are made to enhance the relationship
between World Compassion and their followers, it is also important that the company sets goals
to enhance and restructure the relationship within the company. Focusing on the relationship
between supporters and potential supporters, the following tactics are suggested to achieve
incremental improvement.
1. Use press releases to get free publicity in newspapers local and mainstream. A press release
is a written announcement sent to members of the media in hopes of gaining favorable news
attention. This document is the most traditional and effective PR tactic because, if produced
correctly, World Compassion will attain trustworthy coverage from relevant Tulsa journalists
and news outlets.
2. Show the organization’s transparency and relevancy to the newly defined target audience
through social media. Social media is the most prevalent tactic that companies are currently
using to foster two-way communication, the organization to the audience and vice versa. A
more specific tactic would be trying to raise fans and followers on Facebook, Twitter, and
Instagram and use the social media for the technology-bred generation. In the analysis of this
group’s social media pages, areas of improvements included:
• Engagement Rate
• Milestones—telling the story of the organization
• Transparency
• Timing
• Response
• Personalization
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5. 3. Media kits can be used to give a generous amount of information to the media about The
Kross. It will help meet the objective of incremental improvement through provision of
information. Media kits are usually distributed at press conferences, after a big
announcement or when calling on the media.
4. Another viable tactic that can be used to increase the demand for World and re-establish and
reinforcing the brand is buzz marketing. Buzz marketing can cause the organization to
become the talk of the target audience. World Compassion can have a group of people wear
wristbands, T-shirts while doing domestic/local/communal charity work to can generate a
positive conversation about the group.
5. A viable tactic that will help is the utilization of testimonials. Testimonials are the most
efficient ways to enhance the credibility of any organization. The testimonial will do its job as
long as it is presented well. In some testimonial pieces you might get away with someone
named "J. T. " from Broken Arrow who says the mission work is awesome. However a
testimonial needs to be personal and would be more beneficial coming from a World
Compassion staff member.
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6. CAMPAIGNS
Loyalty Incentive Program: The Loyalty Incentive program is self explanatory. Within the
name of the campaign itself , it tells you that it is all about rewarding and appreciating those
that have been loyal in their support of World Compassion. The incentive program can start
by sending a certain type of incentive every other month or with a frequency that
WorldCompassion is able to manage. Incentives that are sent out to loyal supporters would
include a gratitude letter that is hand-signed by employees, a pen with a note says something
along the lines of thank you for what you do, etc. Small gestures go a long way and play a
very large part in donor retention.
Giving Away Saturday: Giving away Saturday is a campaign that focuses on involving the
World Compassion organization with their local surroundings. Since the brand awareness of
World Compassion is at an all-time low in city of Tulsa, it is vital that World Compassion let
the city know that the organization is alive and well. One Saturday of every month would be
dedicated to World Compassion doing some type of domestic volunteer work. Everywhere
that the organization would volunteer would be in the city of Tulsa. Places of interest could
be:
• Tulsa Dream Center
• Tulsa Day Center for the Homeless
• Humane Society of Tulsa
• Goodwill
• Heritage for the Blind
• Salvation Army
• American Cancer Society
• Resonance Center for Women
Internship Program: There is currently an internship program in place, but the program
could stand for further development. First the director of the program could probably clearly
define areas where internships can be highly beneficial to World Compassion and the intern.
Since World Compassion sends out their staff on missions trips, it would absolutely crucial to
have interns trained to work the positions of the people who have to leave for those missions
trips. If the Media, Donor Relations, Writing or Social Media professionals all went on the
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7. missions trips, it would cause slow work week to occur for interns during that time. It would
be beneficial if interns were trained to run the day to day routines and tasks, so that when
missions trip calls for the immediate staff; the interns would still have work and could keep
the platforms of World compassion running. As time progresses along with World
Compassion, it also would be a great idea to include an end of internship stipend. Whether
big or small an end of internship stipend or certification would add competitiveness to the
internship program. This would challenge interns to work above and beyond and compete
with fellow interns in different departments to win the end of internship stipend. There would
only be one stipend awarded to best intern, the judgments could be based on timeliness, work
ethic effective communication and productivity.
Burma Babies Sponsorship: This program is the #IAMBURMA orphan sponsorship that
World Compassion has fostered for children in Burma. This program is an excellent
opportunity to give children a home. However not all of the children in the program are
sponsored and it would serve them well to be fully sponsored. Publicity for the Burma babes
in the city of Tulsa would be highly beneficial. The brand awareness could be increased by
highlighting the Burma Babies sponsorship program via an ambassador. Ambassadors could
be assigned for each program that World Compassion promotes/produces. The ambassadors
would be able to give presentations, information, host conferences and be a spokesperson for
their assigned program.
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8. Elevated Solutions PR
Tezlynn Tillmon
Copyright 2014© by
Elevated Solutions PR
All rights reserved. No part of the material protected by this copyright may be reproduced
or utilized in any form or by any means, electronic or mechanical, including
photocopying, recording, broadcasting or by any other information storage and retrieval
system without written permission or contractual agreement from Elevated Solutions PR.
For permission and other copy-related questions, please consult Tezlynn Tillmon via email
tezlynntillmon@yahoo.com.
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