Final Project: Research Paper

Hilary Welter
December 14, 2013 STR324W Dr. Rose Campbell

Executive Summary Lifeline Youth Ministries is a small faith-based organization in Elkhart, Indiana that dedicates its time and resources to serving inner-city youth by spreading the word of God to improve youth lives through programming. The organization experienced an unfortunate disaster that has compromised its ability to expand along. Additionally, Lifeline is facing other problems and challenges including Elkharts economic state, larger competing organizations, and limited resources to effectively accommodate an increased number of inner-city youth. Research of similar organizations, industry and trade trends, and scholarly articles prove that Lifeline can overcome challenges regardless of its size and limited resources to increase fundraising and donor relations and create an overall greater awareness about the organization and the demographic it exists to serve in the community. Based on research a campaign titled One Step at a Time has been created. The campaign targets fundraising objectives at religious institutions, past donors and volunteers, and local schools, and targets increased awareness objectives at the media, community leaders, and the school local school system. Specific messages and strategies have been identified to effectively communication with each target. Considering the organizations budget and other resources available, Lifeline Youth Ministries has developed an extensive list of effective tactics to address to achieve designated goals. Tactics include a strategic mix of new actions, special events, and controlled and uncontrolled media that will achieve the desired results. After the campaign, tactics, messages, and themes will be evaluated through detailed surveys, close media tracking, and analyzing funds raised compared to previous years. The remainder of this document includes background information, research analysis, and a breakdown of campaign details.

Background Client Lifeline Youth Ministries is a non-profit organization located in Elkhart, Indiana that exists to provide a safe environment for youth and families in the community. The organizations mission is to Share the love of God, provide a relationship with a caring role model, develop student leaders, teach basic life skills, and disciple students into the local church. Lifeline fulfills this mission by providing a fun and safe atmosphere where all kids can feel welcomed and loved. The organization provides age and group specific weekly programming based on the organizations mission and kids interests such as sports teams, movie night, crafts, and much more (elkhartlifeline.com). Lifelines programming is specifically targeted at inner city youth in Elkhart. Donors and volunteers are also large target audiences for Lifeline because their contributions are what keep the organization running. Lifeline has utilized PR opportunities to successfully reach its target audiences and develop a positive relationship with the community. The organization has physically placed programming in areas of need, creating a tight bond with inner city children and families. For example, Lifeline employees and volunteers spend one day a week at a local apartment complex where the majority of residents are single mothers with young children, developing word of mouth buzz about the organization while working to fulfill its mission. In the past year Lifeline has hosted two large fundraising events, and the organization also uses Facebook, YouTube, and their website to circulate information and positive testimony. Lifeline staff consists of six paid individuals who serve as club directors, manage finances, and provide executive assistance. There are two main volunteers listed on the website, but the organization also relies on volunteers to serve as positive role models for youth, as each

student is paired with a volunteer mentor. There is no marketing or communications staff member, so the PR function may be divided among staff members, or managed by the board. The lack of a PR professional on staff may be the cause of low media coverage. Over the past few years, Lifeline Youth Ministries has shown up in local news approximately fifteen times. During the spring of 2012, the organizations building suffered from a fire. The majority of Lifeline media coverage was based around the fire and plans for relocation. A few other articles covered organization events, featured the founder, recognized Lifeline as the local nonprofit of the year, and featured organization plans for expanding and remodeling. While there has not been much news coverage about the organization, the articles found online display Lifeline in a favorable light, featuring the positive effect the organization has on the city of Elkhart. Problem/Opportunity When Lifeline lost its building last spring, it decided to partner with a local YMCA, where office work and programming now take place. This location works for the meantime, but to be a successful stand-alone organization, Lifeline must produce an ongoing campaign that is reactive to the organizations devastating loss, but is mostly proactive to create awareness of the organization in donor communities and develop a fundraising strategy focused on raising money to rebuild or relocate Lifeline headquarters. While the organization seems to have established credibility in the communities it serves, industry trends suggest that there are challenges that face fundraising for faith-based organizations. For example, research shows that last year cash donations for organizations with an annual revenue of less that one-million-dollars dropped 9.6 percent (The NonProfit Times). Simultaneously, other research studies have shown that online giving and fundraising in all charitable organizations grew seven to 11 percent in 2012 (MacLaughlin). While Lifeline provides the opportunity for online donation, its overall online

efforts are weak, furthering the challenge of decreasing donation trends. It is also possible that as an organization Lifeline lacks the necessary resources to successfully fundraise. MacLaughlin suggests that direct mail, online strategies, and radio have the most effective impact for faithbased donors. Lifelines small staff and limited annual budget may pose a challenge in utilizing the most effective tools for organizations of its kind. Local competitors are another challenge that affects Lifelines fundraising efforts. Potential donor dollars may be given to other youth ministries, churches, school programs, or other community development organizations that also focus on providing programming for under-privileged, at-risk youth. An example of an organization of similar size is Elkhart Youth Ministry. At the same time, these competitors also serve as allies, as they further Lifelines mission. Churches, specifically, stand as close allies as Lifeline holds partnerships with many, providing the opportunity to target local church members for fundraising campaign efforts. As far as utilizing media audiences for such a campaign, the primary targets are local newspapers, radio, and television stations because such outlets undoubtedly reach donor audiences. Secondary media audiences include specialized publications such as faith-based newspapers, a local newsletter sent to community school parents, and area church-news bulletins. Influential targets include bloggers and other journalists who are active on social media platforms. While media can be used as a tool in assisting Lifeline to achieve raised awareness and fundraising results, community leaders may also help further positive awareness in donor communities. A few community leaders or influentials that could assist Lifeline include Dick Moore, the City Mayor; Nathan Palmer, NFL player born and raised in the city of Elkhart; Art Decio, established businessman and well-known philanthropist in Elkhart; and Mike Yoder, Vice-President on the board of Elkhart County Commissioners.

Audience Research Considering a fundraising campaign, Lifeline must target individuals who self-identify with a religiously conservative attitude. According to Eger, this demographic is more likely to donate significantly to faith-based organizations than individuals who identify with a religiously liberal attitude (2). Such individuals are heavily involved in church activity and will likely see Lifetime programming as beneficial and parallel to their beliefs. Not only are individuals likely to donate money to organizations that they feel align with their beliefs, but also it is also likely that this audience will volunteer time and other resources to the organization. Lifeline will specifically want to target middle to large churches that attract families and retired individuals with dollars to donate. Lifeline already partners with certain local churches, but expanding its reach to more churches is crucial to raising awareness, eventually leading to increased donations. Private religious schools in the area are also considered a target, as our cause will likely resonate with the parents of children similar in age to Lifeline beneficiaries. Within and outside of religious organizations, high-income earners and prominent community members are a target market because of their influence on the city. Ideally this audience has lived in Elkhart for an extended period of time, has close ties to the city, and is passionate about its development. This public is especially important because of the financial support it can generate and the word of mouth marketing that exists between members of this demographic. SWOT Analysis Overall, Lifeline Youth Ministries has effective programming directly related to its mission statement. The organization has built a strong relationship in the community it exists to serve and inner city youth are consistently benefiting from the organization. The organization is

only seen in a favorable light. However, with a staff of six and two full time volunteers, Lifeline has limited resources when it comes to its workforce. Such a small staff without a designated PR or communications position poses a challenge in expanding communication with past, current, and future donors. It also contributes to the organizations lack of presence digitally and on social media. The fact that Lifeline Youth Ministries no longer has a stand-alone location also hurts the organization, as it must depend on partnerships for support. There are many people and organizations in the city of Elkhart that share similar beliefs with Lifeline. This provides the organization with the opportunity to reach out to these people and organizations to raise awareness and target new fundraising efforts. Due to its small size and recent misfortune of losing its building, the organization is experiencing a time where change is okay, as it works to rebuild without an independent location. This means that Lifeline has the opportunity to expand, rebrand, or whatever else is needed to please its constituents. It has potential to develop its name and reputation while it still has the attention of media and community members. On the other hand, the largest threats to the organization are larger youth ministries in the area. As mentioned earlier, industry trends show that donations to smaller organizations are down from previous years, while donations to larger organizations have increased. Although Lifeline excels in its programming and service efforts, donors may see the success of larger organizations as more deserving of donations. Another threat to this campaign is the local economy, as Elkhart is still working to recover from a history of recession and unemployment. Case Analysis Case Studies Big Brothers Big Sisters of Elkhart County

Located in Elkhart, Indiana, Big Brothers Big Sisters of Elkhart County is an organization that develops positive relationships between children, ages six through 18, and oneon-one mentors. The website is a great tool for donors, as it highlights the specific need for donations proven by statistics and research. Donors can learn exactly what their dollars will be used for, including aspects such as volunteer recruitment and cultural and social activities for children to partake in. The website also provides an easily accessible online donation process. The benefits of partnerships are thoroughly explained and the website offers an abundance of literature for potential volunteers to explore opportunities. The site also includes tabs providing information about an annual dinner auction including a sponsorship form for this years dinner, and a re-cap thank-you section for last years event. Overall, the website is rich with information on donations and programming and provides an abundance of essential resources. The Center for Whitley County Youth Similar to the above organization, the website for The Center for Whitley County Youth, located in Whitley County, Indiana, provides a detailed description of programming that benefits local youth by providing strong relationships and positive opportunities. When it comes to convincing people to contribute, this website has gone a step further. Donors have the option to give to specific events and campaigns that are specifically outlined, or can simply make an online donation. Rich literature is provided on the benefits of investing in youth, the variety of ways to do so, and how donated dollars help provide to children and the organization. Like most nonprofit organization websites, this one provides a section for press coverage, newsletters, and whats new with the organization. However, this website goes one step further by providing a section that links to articles based on youth and culture directly related to the demographic in which they serve. Media, volunteers, donors, or anyone else visiting the site can easily access

upcoming events through a detailed online calendar. This website does a great job of convincing visitors to donate monetary or other resources and provides thorough information on several programming efforts. Cornerstone Youth Center This organization welcomes all into a Christian environment where youth and families in Southeast Allen County, Indiana, are provided opportunities for positive moral growth and sustainable life skills through focusing on asset building. Similar to the other websites, this organization provides detailed information on different ways to donate and provides quick and easy online donating and membership forms. Visitors to the website will undoubtedly gain an understanding of program foundation and values held by the organization. Proof of effective programming is provided by an accompanying list of which assets are gained or strengthened through a particular programming activity. Something thats unique to this website is its blog. Its consistently updated with information on current events within the organization to attract and inform participants, as well as features on organization employees and projects. This website effectively makes a personal connection with its visitors, which is useful for fundraising and creating word of mouth buzz. The Power House Youth Center Similar to other websites examined, this site offers a thorough description of several programs that serve the youth of New Haven, Indiana. Programming efforts are offered in a variety of areas, assuring that all youth are served, regardless of their need whether its spiritual guidance, or simply a safe place to hang out. Donors can obtain information on donating and have the opportunity to do so through an online system. Another form a fundraising the organization partakes in is an annual wine and cuisine event. This website follows the trends of

several analyzed organizations above and proves that a clear description of programming efforts is essential. Youth for Christ Ministry Youth for Christ, located in Fort Wayne, Indiana, similarly provides programming to impact teenagers by sharing the hope and love of God. The website provides detailed information on four areas of focus: middle and high school students in counties near Fort Wayne, students in trouble with the law, and inner city life. Website visitors have the options to learn the details of each area of ministry and designate specifically how donated funds are to be spent. The website also provides information on other ways to give money and resources to further the service of youth in need. The website gives the organization a personality by sharing personal stories by youth associated with organization. The features of this website allow visitors to gain a well-rounded understanding of Youth for Christ, but allows donors or volunteers to narrow in on specific programming that resonates with them. Industry Articles Harnessing the Internet to Raise Funds In this article from Nonprofit World (2013), a bi-monthly magazine that provides advice to assist nonprofit organizations in successful management, the author, Mal Warwick, discusses several aspects of online fundraising that must be executed properly in order for organizations to achieve success. The article makes point that organizations wrongly assume that the Internet is a simple fundraising tool. According to Warwick, If you plunge in [to the internet] blindly, heedless of the idiosyncrasies and challenges of communications online, you may find that fundraising via e-mail and the Internet is anything but cheap and easy (6). Warwick proves this statement by providing several pointers on online fundraising activity. The article draws

10

attention to the fact that regardless of the hype relatively few donors give online. To improve success, organizations should focus on e-mail, not the web as the key tool. It also encourages introducing a sense of urgency into online appeals. The demographics of web users are discussed as reflecting a lower median age than typical direct mail respondents, which proves itself a useful fact as Lifeline works to increase its donor network. Since Lifeline is recovering from a disaster and can benefit financially from the Internet as an inexpensive fundraising tool, the tips included in this article will serve as helpful guidance. Modern Messaging: Persuasive media relations in the digital age In this article from PRSAs Public Relations Tactics (2012), a monthly newspaper that provides the latest news, trends and how-to information about the evolving field of public relations, the author, Stu Opperman, discusses the role of digital in media relations. According to Opperman, We have access to knowledge that can facilitate quality media relationships, drive communication and enable us to tailor messaging to ensure that it resonates with those who we want to reach (15). The article explains that in a digital age, the traditional press release is becoming obsolete. Since organizations now have constant access to reporters priorities, interests, and agendas, pitching can be conducted in a more persuasive way. Opperman uses AOL as an example company that used a creative pitching strategy to achieve desired coverage. When AOL unveiled an app during the summer of 2011, it pitched to a blog called TechCrunch by contacting it via twitter with a series of Instagram powered posts. While every pitch doesnt have to involve such creativity, the communications that connect the sender and the receiver of information should be the focus. Since Lifeline is lacking in local media coverage, considering a creative pitching style to media via the Internet could be a useful tactic. The Power of Media Sponsorship

11

In this article from Nonprofit World (2012), the author, Deborah Morris, explains the process of securing a media sponsorship for a campaign and proves it to be a useful fundraising tool. According to Morris, Building an identity with a reputable paper or station give your cause credibility, and entices others to jump on the bandwagonGetting the media excited about your cause can be the fastest way to gain exposure and raise funds (8). The article explains that media partners are to be approached by asking for time or space instead of money. Finding a media partner involves deciding whom to approach, producing a sponsorship package, defining what you want and what you will provide, and a cover letter. Once a partner is nailed down, the process brings an ample amount of coverage to the organization through advertising and other promotion. If the outcome of the campaign and sponsorship are desirable, such a partnership can be continued. Lifeline could benefit from a local media sponsorship since budget does not allow traditional advertising. A partnership with a news outlet that reaches Lifelines target audience would likely increase the communitys awareness of the organization, resulting in increased number of donors. Scholarly research The Influence of Messages and Benefits of Donors Attributed Motivations This study authored by J. Wiggins Johnson and B. Ellis (2011), declares that the type of messages communicated to donors by organizations and the number of benefits received by donors influence peoples crediting of their donations to receiving a benefit (4). The study sheds light on the difference between intrinsic and extrinsic motivations for donors and how to strategically provide the proper incentive and post-donation communication to influence the way donors remember their giving experiences and motivations in a way that encourages repeat behavior. The study concludes, Cultivating intrinsically motivated donors can be a time-

12

consuming and expensive processit would not only be more efficient for the organization to offer benefits in exchange for gifts, but also more effective in motivating them [donors] to give (13). The study suggests that organizations understand the motivations of their donors and cater gift incentives accordingly. This study also reveals three categories of benefits: tangible, social and recognition. According to research data, tangible benefits are most strongly associated with extrinsic rewards, while social and recognition benefits may be associated with intrinsic motivations as well as extrinsic rewards (12). Tangible benefits have a monetary value, such as a free tickets or discounts on merchandise. The social category includes invitations to social events with other donors or entertainment. Having ones named placed on a seat or in a program are examples of recognition benefits (10). For organizations such as Lifeline, this information is helpful to ensure successful donor relations. For example, Lifelines website currently speaks to intrinsically motivated donors, which the study argues are the most difficult donors to please and retain. Offering the option of extrinsic benefits could help to solidify committed donors and attract first-time extrinsically motivated donors that will theoretically become repeat donors. Additionally, this information is useful when communicating to target audience about fundraising campaigns and events. Instead of centering messages on the under-served youth, focusing on how the donor will benefit may prove to be effective. How We Make Donors Feel This study authored by A. Sargeant and J. Shang (2012), claims that benefit level is positively correlated with the importance of donor identity, but is negatively correlated with private donor esteem associated with the organization (157). The study defines donor identity

13

esteem Individuals consciously or subconsciously adopt the identity of being a donor or a member of the nonprofit organization by making their first donationand by adopting this identity individuals can fulfill the human desire to belong (159). Average amount and number of times given is dependent on this identity. Donor identity esteem, importance of donor identity to donors self-concept, and private donor esteem associated with the organization are the three useful dimensions in the conceptualization of collective self-esteem. Research results found that the amount spent on donor benefits does not affect the donor identity esteem, meaning that relationship worth between the donor and the organization is not measured by the value of donor incentives (165). However, the study did conclude that the amount spent on donor incentives is positively correlated with the level of importance of donor identity to self-concept, meaning that the more important that identity, the more content a donor feels to accept an incentive (165). Lastly, the study concluded ample evidence that donors do not care how much nonprofits spend on fundraising and on average donors prefer organizations to spend approximately 17-percent of their donations on an incentive (165). The article concludes that organizations such as Lifeline are In a position to change donors perception about how much their premiums are worth (167). Since Lifeline has limited funding available to provide donation incentives, implementing a strategy to provide some sort of gift for extrinsically motivated donors does not necessarily have to be of high monetary value, as long as the organization is able to somehow position the reward as valuable. The article explains that gifts can create an obligation to make further donations, develop favorable attitudes, and create feelings of loyalty (158). If Lifeline cannot afford to provide incentive for

14

all donors, providing a gift to donors of a certain giving level may prove beneficial in achieving a long-term relationship with high-level supporters. Discussion Lessons learned from analyzing the websites of organizations similar to Lifeline are based on online fundraising, available information, personification of organizations via web, and event ideas. The majority of the organizations researched provide detailed information on how donor dollars are spent and often allow donors the option to choose which program or campaign theyd like to contribute to. Organizations also provide information on how to donate tangible goods, which every organization can benefit from. Many of the websites offered rich text on the organization, the under-served community it benefits, program and event details, and how programming relates specifically to the mission. Lifelines website is lacking in accessible information and could benefit from enriching site sections. Blogs and success stories were present on some sites, giving the visitor an opportunity to make a more personal connection with the organization. Lastly, a few of the websites mention food themed annual fundraising events such as wine and appetizers or a cook out, suggesting a trend in fundraising events among faithbased organizations with youth focused programming. Websites are a valuable tool to gain information about organizations, but analysis of trade articles suggests that e-mail is the best Internet tool for fundraising. However even with e-mail most people do not donate online. Creating a sense of urgency in online appeals is suggested to increase donations. Research suggests that online donors are of a younger demographic than direct mail targets, so use both tools to raise funds are effective. In addition to being used as a fundraising tool, the Internet and social media should be used to creatively pitch to and communicate with media. Not all press releases and pitches need to be creative, but utilizing

15

available digital resources could increase media exposure. Another way to work with the media is through developing a partnership for an event or campaign. Having a media partner ensures exposure of an organization event or campaign free of cost, creating more awareness within the community. The scholarly articles analyzed are focused on donor relations and how to effectively cater to donor motivations and positively influence donor behaviors. Wiggins Johnson and Ellis explain that donors are either motivated intrinsically or extrinsically and conclude that extrinsically motivated donors are more efficient to satisfy. The way an organization communicates with donors post-giving influences the way the donor remembers his or her donor experience and motivation. When given an extrinsic benefit, intrinsically motivated individuals wills recall their motivations as extrinsic. Types of benefits to consider include tangible, social and recognition. Sargeant and Shang explain that after a first-time donation to an organization donors take on donor identity esteem. This includes a sense of belonging and individual fulfillment. Donor incentives contribute to donor identity esteem, but research proves that the monetary value of incentives does not correlate with the relationship between a donor and the organization, but it may affect donor self-identification. Overall, providing a sort of incentive to donors creates an obligation to make further donations, develop favorable attitudes, and create feelings of loyalty regardless of its monetary value. Organizations such as Lifeline have the ability to shape donor perception of incentive value. Situation Analysis Lifeline Youth Ministries is an organization that offers effective programming that relates to its mission statement and positively serves the community its exists to assist. After the loss of its building in the spring of 2012, Lifeline is struggling to rebuild as a stand alone organization

16

and is in need of fundraising and an increase in community awareness. Lifelines lacking a public relations professional on staff has resulted in poor media relations, donor communications, and digital presence. Necessary components are missing from the organizations website and social media activity is limited to Facebook and YouTube. Even with a small budget, Lifeline has the opportunity to solve these problems by utilizing the many inexpensive digital tools available to reach desired audiences. The organizations tragedy is still somewhat recent, so gaining media coverage that involves the building fire and the organization is opportune. Additionally, Lifeline has the power to implement new donor relations tactics to increase funds. As Lifeline implements a new campaign, challenges and obstacles to be focused on include the organizations simplistic donor relations efforts and the missing fundamentals of public and media relations. Both of these crucial elements influence community awareness and opinion, which influences past and potential donors. Additionally, Lifeline must build its prominence and communicate the importance of rebuilding itself as a stand-alone location to increase the number of under-served youth it serves. Campaign Goals, Objectives, and Key Audiences Goal: To raise a sufficient amount of funding to begin the rebuilding or relocating process Objective 1: To create a more positive online donation experience by developing organizations website by February 2014. Objective 2: To persuade 50% of previous donors to donate a higher dollar amount for their next donation by the end of the fiscal year. Objective 3: To achieve 60 first-time donors by May 2014 Key Audience Local religious institutions including churches and private schools Key Message Aiding in the development of Lifeline Youth Ministries will help the organization in sharing Gods love with inner city youth through much needed programming and mentorship and connecting students to local churches. Key Audience Past donors and volunteers Key Message Donor and volunteer efforts are the backbone of Lifeline Youth Ministries effective programming efforts that save the lives of inner-city

17

youth. Increased and repeated donations are essential to the organizations growth and ability to serve more youth. Key Audience Local public schools Key Message Lifeline Youth Ministries improves the learning environment and contributes to the success of students by providing caring role models to assist students in daily behavioral and learning struggles.

Goal: To establish prominence as an organization in the Elkhart community and increase overall awareness of the organization and the need it exists to serve Objective 1: Send 300 brochures to inner-city addresses to provide information to potential parents of youth in need by March 2014 Objective 2: Create a media kit including organization and campaign information to be sent to local TV, radio, and newspaper resulting in 5 stories by June 1. Objective 3: To increase awareness of Lifelines contribution to the community by 25% among all segments of the community by the end of the fiscal year. Key Audience Local schools Key Message Struggling in the classroom can be the result of a lacking support system or problems at home. Lifeline Youth Ministries provides positive encouragement and a place to call home for all students. Key Audience Local media Key Message The under-served youth of Elkhart make up a large demographic misrepresented in the media. Many societal issues contribute to their struggle, and Lifeline exists to balance the struggles with programming that positively affects the lives of these children. Key Audience Community leaders Key Message Lifeline Youth Ministries is improving the community one child at a time by taking children off of inner-city streets and developing them into student leaders. Campaign Theme One Step at a Time is the overarching theme of the campaign because it represents how Lifeline Youth Ministries is working towards its mission through achieving campaign goals. The funds being raised in this campaign to allow the organization to stand independently is a large step towards serving more youth. The same is true for spreading the word throughout Elkhart on what the organization is and its overall importance in the community. Improving the lives of inner-city youth and establishing the future of Elkhart, One Step at a Time.

18

Campaign Strategies Religious Institution: Salient Information In targeting this audience, Lifeline will focus on producing message content that resonates closely with the audiences value system to strive a responsive cord in their minds to help the organization in any way possible. Past Donors & Volunteers: Two-Way Communication Lifeline strongly values its relationship with donors and volunteers that contribute to the organization. To maintain such relationships, effective two-way communications tools are essential to establishing and maintaining a top of mine awareness with this audience. Schools: Audience Participation & Source Credibility & Salient Information Lifeline wants the Elkhart Community school system, along with local private schools, to see understand the direct benefit of Lifelines programming to the education system. As students utilize Lifelines services, the schools also directly experience programming benefits. Lifeline will also work to continue to be perceived as a credible source by this audience to gain a closer relationship. Its important for messaging directed at this audience to communicate the values that the organization shares with the school system in creating a positive and bright tomorrow for the city. Community Leaders: Opinion Leaders & Group Influence The importance of this audience is the prominence of their opinion in the community. Communicating with this audience will result in word of mouth buzz to leaders followers or cohorts. The groups that community leaders are a part of will also be influenced by the attitudes, values and information they hold about Lifeline. Community Leaders include not only governmental leaders, but also those who are well accepted in a social setting amongst different demographics. Media: Salient Information & Audience Participation In gaining media coverage, its crucial that Lifeline by perceived as a credible organization so that all news coverage will be positive. Lifeline wants to personally touch the media with the good it does in the community by inviting reporters and journalists to experience first-hands the events, programming, and the youth served. All Audiences: For all of the target audiences Lifeline seeks to be perceived as a credible organization that communicates and provides programming honestly and effectively. It will establish this credibility through consistent two-way communication efforts and allowing appropriate audience participation to expose audiences to the organization. Campaign Tactics The board will establish 2-3 corporate sponsorships to contribute funds directly to the new location. No Cost Identify a media partner to run stories about the organization and information about events for first six months of the campaign. No Cost

19

Host a community day event including food, games, entertainment, testimonials, fundraising opportunity, etc. to be attended by anyone and everyone in Elkhart. Event will be advertised through media partner, press releases to other media outlets, social media, email invitations to volunteer and donor listservs. Food and games for kids will be donated. A local artist will provide entertainment for free, but sound system rental will cost $350. Event t-shirts will cost $1,000, but price will be offset by $10 purchase fee/donation. Misc. supplies will cost $100, but will be offset by charging $5/plate for donated food. Overall estimated cost: $200 Implement a social media scavenger hunt during community day event that engages attendees and increases social media following. No Cost (prize will be donated) Update organization website to provide better donor relations efforts including more information on how money will be spent and the option to pick where money is allocated to. No Cost Update organization website to include more details on specific programming and how that programming is effective in serving youth and helping the community. No Cost Create a blog run by staff and high-school age students served by the organization to include feature stories, event information and information that relates to organization constituents. Link to the blog will be available on the website. No Cost Create a twitter account increase two-way communication with media, donors, volunteers, constituents, and anyone else interested in Lifeline. No Cost. Hire a temporary unpaid intern to assist in communications efforts. No Cost. Establish an optional tangible or social benefit for extrinsically motivated donors. Value of the benefit would be dependent on amount of money donated, so all cost would be offset by the monetary donation. No Cost. Create a monthly calendar with events and programming to be posted on the website, on social media, and distributed among constituents. Printing cost, $25. Design an information brochure to be mailed to inner-city households, along with a copy of the event/programming calendar. Print and mailing Cost - $200 Script a PSA (public service announcement) about the organization to run on local religious and non-religious radio stations when ad space is unsold. No Cost. Host an invitation only wine and appetizers fundraising event for past donors. The event will serve as a thank you, as well as an opportunity to raise more money. Students served by the organization will be in attendance. Appetizers will be donated, and wine at a discounted price. Cost, $500 Send fundraising letters via mail and email to previous donors who did not attend the event. Cost, $100. Develop a media kit with background information, an organization fact sheet, community day event press release and student feature stories/testimonials to distribute to local traditional media. Printing Cost - $15 Make previously mentioned press kit digitally accessible by adding it to websites news section. No Cost. Create a YouTube video with emotional appeal that features that most touching Lifeline success stories. The student intern will create it. No Cost. 20

Use the video as a tool to pitch organization events to journalists and bloggers via social media. No Cost. Create a brochure with heavy faith-based verbiage to be distributed in local churches and through church e-newsletters. Printing Cost, $150. Design a graphic to run on screens and monitors inside churches. No Cost. Send email invites to local youth group directors and pastors to observe routine programming, then follow up with information on how students and churches can be involved. No Cost. Conduct one on one interviews with 10 community leaders to discuss Lifelines role in the community and to gain leader support. No Cost. Create a communications packet to distribute to local schools including collateral meant to educate teachers, counselors, and nurses on how to work with inner-city children and how to connect them with Lifeline if they see fit. Distribution Cost $300

Overall Estimated Budget: $2,000 (includes tactics and extra money for unexpected expenses) Evaluation Success will be measured by comparing funds raised in previous years to funds raised as a result of the One Step at a time campaign. Donor relations efforts will be evaluated by a survey of attitudes and beliefs of previous donors. Community awareness will be measured by evaluating gained support from religious organization, feedback forms at events, and a survey of attitudes and beliefs of the organization held by area schools. Tracking media hits as well as using analytical tools to evaluate social media will measure public relations objectives.

21

Reference List (2013, Sept. 01). Cash Gifts Increased for Large Religious Groups. thenonprofittimes.com. Retrieved November 3, 2013 from <http://www.thenonprofittimes.com/wpcontent/uploads/2013/08/9-1-13_Faith-BasedFundraisingGuide.pdf>. Big Brothers Big Sisters of Elkhart County. 2009. December 6, 2013. http://www.bbbs.org/site/c.hiJMKYPFJrH/b.4947707/k.E3D/Big_Brothers_Big_Sisters_of_ Elkhart_County.htm The Center For Whitley County Youth. December 6, 2013. http://www.thecentercc.com/ Cornerstone Youth Center. 2012, December 6, 2013, http://www.cornerstoneyc.org. Eger, J., McDonald, B. Religious Attitudes and Charitable Donations. Baruch.cuny.edu. Retrieved December 9, 2013 from http://www.bitlib.net/view.php?doc=aHR0cDovL3d3dy5iYXJ1Y2guY3VueS5lZHUvc3BhL3 Jlc2VhcmNoY2VudGVycy9ub25wcm9maXRzdHJhdGVneS9kb2N1bWVudHMvRWdlck1jRG9 uYWxkX1JlbGlnaW91c0F0dGl0dWRlc2FuZGNoYXJpdGFibGVEb25hdGlvbnMucGRm http://elkhartlifeline.com Johnson, J., Ellis, B. (2011). The Influence of Messages and Benefits on Donors Attributed Motivations: Findings of a Study With 14 American Performing Arts Presenters. International Journal of Arts Management, 13 (2), 4-15. MacLaughlin, S. (2013, Feb.) Charitable Giving Report How Nonprofit Fundraising Performed in 2012. Blackbaud.com. Retrieved November 3, 2013 from <https://www.blackbaud.com/files/resources/downloads/2012.CharitableGivingReport.pdf>. Morris, D. (2012). The Power of Media Sponsorship. Nonprofit World, 30 (6), 6-8. Opperman, S. (2012). Modern Messaging: Persuasive Media Relations in the Digital Age, 19 (11), 15. The Power House Youth Center. December 6, 2013. http://www.powerhouseyouthcenters.com/ Sargeant, A., Shang, J. (2012). How we make donors feel: the relationship between premium benefit level and donor identity esteem. Internaional Journal of Nonprofit and Voluntary Sector Marketing, 17 (3), 157-171.

22

Warwick, M. (2013). Harnessing the Internet to Raise Funds. Nonprofit World, 31 (2), 6-7. Youth For Christ. 2010, December 6, 2013. http://www.fwayfc.org/our_ministries/citylife/

23