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.
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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.
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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.
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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).
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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