Sie sind auf Seite 1von 7

SITUATION ANALYSIS 1

Situation Analysis for Henderson House


Mariah Gonzales
May 18, 2014
Linfield College









SITUATION ANALYSIS 2

Client Identification
Henderson House, located in McMinnville, Ore., provides advocacy, education and outreach for
victims of domestic abuse and sexual assault. The nonprofit organization was founded in 1981 by Mary
Henderson who is a survivor of domestic violence. The organization became the first shelter for domestic
violence victims serving Yamhill County. Since then, Henderson House has expanded its services to
include a 24-hour crisis line, transitional housing, support groups and community-based advocacy
(Henderson House, 2011; Burrows, 2014).
The non-profit also formed the Henderson House Foundation in 1991. It provides endowment
funding for the Henderson House nonprofit and shelter. The foundation provides funds for Henderson
House and its services through annual fundraising events. One of the main fundraising events is the
Garden Party that is held every September (Henderson House, 2011; Burrows, 2014).
Henderson House provides culturally specific programs, including programs for African and
African American survivors, Making Cent$ (an economic empowerment program) and a support program
for lesbian, gay, bisexual, transgender and queer survivors (Henderson House, 2011).
The non-profits mission is to provide safety, shelter and services to empower women and
children in their recovery from being victimized by domestic violence and/or sexual assault. [Henderson
House] work[s] to promote change in the societal conditions that allow oppression and all forms of
violence against vulnerable populations to exist, by providing direct services, education and outreach
(Henderson House, 2011). Henderson House also hosts a variety of fundraising events, including the
Rock-n-Roll Cosmic Bowl in May and a Bachelor Auction in June. In addition, the organization provides
volunteer opportunities and accepts donations (Henderson House, 2011).
External Environment
This section evaluates important characteristics the environment in which the organization
operates that may benefit or harm Henderson House. It also analyzes external factors that negatively or
positively affect the organizations ability to achieve its goals during Sexual Assault Awareness Month.

SITUATION ANALYSIS 3

External Characteristics
Henderson House operates in the nonprofit social services industry. The organization receives 25
percent of its funding through donations from various sources, including individuals in Yamhill County,
fundraising events and private organizations. However, 75 percent of its funding comes from federal and
state grants (Fabreth, 2014).
Henderson House is located in McMinnville, which is in Yamhill County. One benefit of
operating in this location is that Yamhill County is very supportive of the nonprofit organizations and
social services in the area (Henderson House, 2011). Many residents in the county make monetary, cash
and material (e.g., used furniture and toys) donations to the nonprofit. The county also has a need for
Henderson Houses services since many residents of Yamhill County seek help at the organization.
Henderson House also receives some victims of domestic violence and sexual assault from surrounding
areas, including Portland (Fabreth, 2014). In addition, statistics show that there is a need for education
about domestic abuse and sexual assault among teenagers. For instance, 30 percent (570 students) of
McMinnville High School students admitted in a 2012 survey that they have experienced sexual abuse
(Stolp, 2013). Another study shows that 62 percent of students who attend high schools in Yamhill
County have experienced emotional abuse, 35 percent have experienced physical abuse, and 29 percent
have experienced sexual abuse (Stolp, 2014). In addition, a national study shows that two-thirds of
victims of teen dating violence in the U.S. did not tell anyone about their experience (Teen VD Month,
2014).
Opportunities
One external factor that is beneficial to Henderson House is that every year the National Sexual
Violence Resource Center (NSVRC) holds a nationwide, annual campaign for Sexual Assault Awareness
Month. Henderson House has the opportunity to participate locally in this national campaign during this
month (National Sexual Violence Resource Center, 2014). By participating, Henderson House will be
advocating for a cause that is a local as well as a national serious matter.

SITUATION ANALYSIS 4


Threats
Currently, there are no major external threats that could negatively affect the nonprofit and its
services.
Organization Analysis
This section analyzes the internal characteristics of Henderson House. It identifies internal
resources or assets that can be used to support a public relations campaign. It also analyzes internal threats
and opportunities that may affect the success of a public relations campaign.
Important Characteristics of Henderson House
Henderson House supports women, youth and children who are victims of sexual assault and
domestic violence. In 2013 the organization housed 82 women, 72 children and received 108 calls from
men on the organizations 24 Hour Crisis Line (Henderson House, 2011; Henderson House 2013 Annual
Report, 2013).
Henderson House hosts many events throughout the year, including campaigns and fundraisers,
and hosts booths at community events (e.g., snow cone booths at the UFO Festival), indicating that the
nonprofit has sufficient resources to execute an event or campaign (Henderson House, 2011).
The organization also has a high volume of volunteers. Many of these volunteers go through a 40-
hour training session in October and April to learn the skills it takes to work with victims of domestic
abuse and sexual assault. After these training sessions, the volunteers are considered advocates. The
advocates range from people who live permanently in Yamhill County to college students from Linfield
College and George Fox University. These advocates assist with many Henderson House activities,
including support groups, events, campaigns and answering calls for the organizations 24 Hour Crisis
Line (Fabreth, 2014).
Competition
There are many nonprofits that operate within Yamhill County. Many of the nonprofits receive
material and financial donations and volunteer time from residents who live in the county. Most
SITUATION ANALYSIS 5

nonprofits in the county need these donations in order for the organizations and their services to function
properly (Henderson House, 2012). With many of the households in Yamhill County being lower-middle
class making an average of $53,950 per year, many of the nonprofits may receive only a percentage of
their funds from residents of the county (United States Census Bureau, 2012; Francis, 2012). For instance,
Henderson House receives only 25 percent of its funds from donations from Yamhill County residents
and fundraising events (Fabreth, 2014). Overall, the nonprofits in the county are competing for
small pools of donation money and volunteers from Yamhill County residents.
Internal Resources and Assets for a Campaign
Henderson Houses staff members are the primary assets to support a public relations campaign.
For instance, Executive Director of Henderson House Rhonda Fabreth would assist in guiding a public
relations campaign by providing oversight in the planning and implementing process. In addition,
Henderson Houses Teen Outreach Advocate Cindy Stolp is a resource to help guide a campaign during
Sexual Assault Awareness Month that is aimed at youth (Fabreth, 2014; Stolp, 2014). Stolp is a good
resource because she works with young people in teen support groups and teaches a program that
educates teens about dating violence and sexual assault in Yamhill County high schools twice a year.
The organizations advocates are also valuable to a campaign during Sexual Assault Awareness
Month. Since the advocates go through training in October and April, they are trained on domestic abuse
and sexual assault and how to work with victims of many ages. Therefore, the advocates have knowledge
from the training sessions that will be valuable to such a campaign that is targeted at youth (Fabreth,
2014).
Threats
If Henderson House staff members have certain obligations that take away time from
implementing a campaign during Sexual Assault Awareness Month, then the campaign may not achieve
its objectives.

SITUATION ANALYSIS 6

Opportunities
Cindy Stolps connection with high schools in Yamhill County through the sexual assault and
dating violence program she teaches is beneficial to Henderson House. This connection can be used to
reach students within high schools for a campaign during Sexual Assault Awareness Month (Stolp, 2014).
Target Audience
The campaign will target teenagers and young adults for Sexual Assault Awareness Month. These
publics attend middle school, high school and college. The targeted publics will range from age 12,
because this is the age when youth begin dating, to 22, when most young adults graduate from college.
The majority of these publics may share a common interest in dating. The campaign will target this age
range because it falls within the age group that holds the highest risk of being sexually assaulted, which is
people between the ages of 12 and 34. In addition, statistics also show that an average of 237,686 people
who are age 12 and up are sexually assaulted every year (Rape Abuse and Incest National Network,
2009). These audiences may have different romantic interests, meaning that some may be gay, straight or
bisexual. Not all of these publics need to be interested in dating or sex because sexual assault can happen
to anyone who is or is not sexually active or interested in dating (Fabreth, 2014).











SITUATION ANALYSIS 7

References
Burrows, L. (2014, April 17). Personal interview.
Fabreth, R. (2014, April 3). Personal interview.
Henderson House. (2011). Observation of organizations website by Mariah Gonzales. Retrieved
from http://www.hendersonhouse.org/
National Sexual Violence Resource Center. (2014). Sexual Assault Awareness Month Home.
Retrieved from http://www.nsvrc.org/saam/sexual-assault-awareness-month-home
Stolp, C. (2013, July 1). Toward Healthier Relationships. Yamhill Valley News Register.
Retrieved from newsregister.com
Stolp, C. (2014, April 10). Personal interview.
Rape Abuse & Incest National Network. (2009). Statistics. Retrieved from https://www.rainn.org
/statistics
Teen DV Month. (2014). Why it Matters. Retrieved from http://www.teendvmonth.org/why-it-matters
Francis. D. (2012). Where do you fall in the American Economic Class System?. U.S. News. Retrieved
from http://money.usnews.com/money/personal-finance/articles/2012/09/13/where-do-you-fall-
in-the-american-economic-class-system

Das könnte Ihnen auch gefallen