International Womens Night

Empower a Woman, Nourish a Nation

A strategic campaign to raise awareness for Children of Uganda

12/14/2017

Kelsey Chaney | Lea Cook | Steffen Davis | Rhianna Drieu | Jenna Ross
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Table of Contents
Executive Summary02

Client Analysis03

Public Analysis....06

Competitor Analysis07

Situation Analysis...09

Goals and Objectives..11

Key Messages and Message Support..12

Channels and Opinion Leaders...15

Strategies & Tactics16

Implementation Methods17

Evaluation Plan...21

References..23

Appendices24
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Executive Summary
Every year during the week of March 8th, women from around the world come together
and celebrate International Womens Day. Therefore, we propose that the Town Run Brewery
will hold a special event put on by Children of Uganda titled International Womens Night on
Thursday, March 8th from 6:30-10 P.M.
Children of Uganda is a non-profit organization that focuses on improving daily life for
impoverished children and women in Uganda. Many people do not understand what most of
these people go through. Because of this, Children of Uganda strives to change the lives of these
people in Uganda by using money from donors to support women and children. However, one of
the main problems that Children of Uganda is facing is a lack of awareness. The lack of
awareness is partially due to a lack of funds for promotion which impedes on the organization
ability to grow its donor base. Therefore, Children of Uganda relies heavily on existing
promotion efforts and word of mouth.
We will strive to address that problem with this event. We hope to raise awareness about
Children of Uganda for women that reside in this tri-state area while also promoting women in
the Family Empowerment Program that Children of Uganda has implemented. While we
certainly do not want to limit who comes into the event, our target audience are women the age
of 40-55 with a middle socio-economical class. As stated earlier, the event will be held at Town
Run Brewery and run from 6:30-10 P.M. To promote this event, we will gain media coverage in
the local press. We will use Children of Ugandas Instagram and Facebook page to actively
encourage our followers to come and spread the word around town. We will also have flyers
posted around local businesses in the Eastern Panhandle and a banner to hang outside of Town
Run. Finally, there will also be emails sent out to current members of the email list for Children
of Uganda so that they can either come or promote the event to their friends and family.
The event will start with registration where we will encourage people to sign up for the
email list while also stating that all proceeds and donations will go towards helping women and
children in Uganda. The first hour of the event is a mix/mingle portion where attendees can meet
one another, buy a snack or drink, and visit any of the exhibitor tables. Following registration
and the mix/mingle portion of the evening, there will be an informational speech given by a
representative from Children of Uganda that is then followed up by a speech on the
organization's efforts to empower a woman, highlighting the Womens 100 club. A video will be
shown of how the Children of Uganda impacts the lives of the women who are in need of help.
Finally, we will conclude the event with more time to mix/mingle in order to allow our attendees
to visit the different exhibitors, and donate to the three donation boxes that will be placed
throughout the venue.
If we are able to increase awareness of Children of Uganda in the area, fundraise for
Children of Uganda and bring in a few new members that register to donate to Children of
Uganda, then it will be a successful night.
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Client Analysis
Organization Overview
Children of Uganda is a 501(4) non-profit organization dedicated to bettering the lives
of vulnerable children and women living in Uganda. Through donations and full-time
sponsorships, the organization relies heavily on donors to fund for the schools and people
that they provide for.
Mission
To confront poverty and social injustice in Uganda, through the education and
empowerment of its most vulnerable children and their families.
Goals
Children of Uganda seeks to improve the quality of life for women and children living in
the Ugandan area. Through educational, medical and even emotional support, the
organization helps to provide opportunities for those who would otherwise not be able to
receive them. Children of Uganda attempts to raise awareness to the dire need for support
in the Ugandan area, and the stories of the people living there.
History
Children of Uganda was founded in 1995 by volunteers from the United States of
America and the United Kingdom. The organization began with Sister Rose who opened
an orphanage in Uganda for girls, and later opened it up to boys as well. To raise money
for the children, Sister Rose would sing on the streets and have pedestrians throw money
into a cup. Sister Rose hoped that one day they could get donations from the United
States, and thus Children of Uganda was born. The nonprofit has resided in Charles
Town, West Virginia for ten years.
The Issue as Defined by Client
Children of Uganda has limited funds for advertising. They rely heavily on word-of-
mouth from current and past donors, as well personal funds from these donors and the
current staff members. Although they have managed to attract a strong and loyal donor
base, they struggle to find new donors eager to provide the amount they need to continue
providing the children and women in Uganda with necessities. The organization gains
most of their online presence through social media. According to the Executive Director,
Children of Uganda has no money coming in from outside of the U.S., and is not
reaching a demographic outside of the states. They have had trouble gaining new
sponsors/donors.
Communication Audit of Current Communication Efforts
Facebook: As of October 10th, 2017 the Facebook has 3,299 likes and 3,130 followers.
The page consistently posts content at least once a day. All of the recent content contains
pictures.
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Instagram: As of October 10th, 2017 the Instagram has 585 followers and follows 852
users. It appears that they post the same content from the Facebook page consistently
once a day.

Twitter: As of October 10th, 2017 the Twitter has 5,863 followers and follows 1,625
users. There last post was on July 29th, 2017 and had generated 2 interactions.
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Effectiveness of Past Communication

Past communication efforts have been inconsistent. All posts seem to be longer than 2
sentences, which can cause a user to lose interest quickly, or not pay attention to the post
due to lack of time. Twitter seems to be their social media outlet that provides them with
the most users, yet it is the outlet that they use the least.
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Public Analysis

Key Audiences
a. The target audience is middle aged women who are 40 to 55 years of age, who
reside in the four-state area, with a middle class socioeconomic status, no specific
cultural or religious traits necessary, and who are at least college degree education
level.
b. Relationship with organization is a mixture of both no donations, inconsistent
donations and consistent donations.
c. Communication Characteristics: Children of Uganda is based out of Charles
Town, WV, so their prime use of communication is through their website and
their social media platforms: Facebook, Instagram, Twitter, and Pinterest. They
capture a wide variety of audience this way and are able to connect and reach
their donors.
d. Issue Orientation: The existing attitude towards Children of Uganda is that it is a
helpful organization, if the individual is aware of it. However, the local public
feels that their money could go to more state centralized issues.
i. The needs, wants, and fears on the issues all have regards on where the
money is going toward and if their donations are being used properly.
ii. This sentiment was also relayed to us by the client, who has heard these
concerns expressed by individuals in our target audience.
e. Our target audience often looks up to the many celebrities such as Madonna,
Angelina Jolie, and Bono whom have expressed their support for supporting the
communities in Africa. These public figures have strong ties to the public and can
pull many donors but their continuous support.
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Competitor Analysis
In the below section, we will examine a competitor to Children of Uganda. The perceptual map
below shows the strengths and weaknesses of our competitor as well as whether we evaluate
these factors as important or unimportant.

Competitor Profile
a. What is the organization?
i. The organization Educate Uganda is a non-profit that is based out of
Omaha, Nebraska. Their main purpose is to help improve education for
impoverished children of Uganda who have lost one or both of their
parents.
b. What products or services do they offer?
i. They pay all school and tuition fees for the kids in their program with
donations from the public. They also have worked to build classrooms,
dormitories for teachers and students, and water tanks.
c. Target audience
i. The target audience is the same as ours. According to their website, they
have some spotlights on frequent donors that explain their backstory.
d. What value do they offer the target audience in this niche?
i. Their target audience is well educated and pretty successful. When people
donate to this cause, they offer impoverished kids a chance at a better life
and better opportunities for education.
e. Perceptual map of competitor
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Audit of Competitors Communication

a. Events
i. According to our research of their website, they do not participate in any
events.
b. Advertising
i. We are unable to find any advertising by this competitors
c. Print materials (flyers, brochures, etc.)
i. Though they likely produce such content, we are unable to find any
through our Internet search.
d. Social media (accounts they publish on and how frequently)
i. Facebook - Post on their page twice a week.
ii. YouTube
e. Website
i. Their website has a lot of content, but it is not very clear what they do,
where they do it at, and their goals going forward. The website is a bit
wordy, although it does provide a great deal of information about them.
Throughout the pages on their website, they encourage visitors to donate.
The donate button takes you to a page where you can donate and also be a
member of Educate Uganda. One can also donate to specific causes such
as helping pay a student tuition or help building a new primary school.
f. Where we found information about them
i. You can find info about Educate Uganda from their website
http://www.EducateUganda.org or their social media page (Facebook).
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Situation Analysis
Situation/Problem the Campaign Will Address
a. COU has loyal and longtime donors, although they have trouble marketing and
obtaining new sponsors/donors. They are not currently reaching a vast audience
and a majority of their incoming funds and donations come from persons who
have been involved with the organization for many years prior. Awareness of
Children of Uganda in the area is limited.
SWOT Analysis
a. Strengths
i. Internal:
1. Heavily involved staff (Charles Town & Uganda)
2. Minimal administrative costs
3. Long-standing relationships with donors and staff
ii. External:
1. Strong bond with current donors
2. Good reputation throughout local community
3. Donors across U.S.
b. Weaknesses
i. Internal:
1. Low funding for paid advertisements
2. Lack of a large staff in Charles Town office
3. High staff turnover rate
4. Lack of knowledge/experience in advertising/marketing
ii. External:
1. There is a lack of knowledge about Children of Uganda
2. Expensive to keep up with donations
3. Lack of advertising outside the United States
c. Opportunities:
i. Free advertising on social media
ii. Advertising in surrounding communities
iii. Merchandise (online and out of office)
d. Threats:
i. Relief to recent global disasters
ii. Other organizations geared towards children and women in Africa
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SWOT Strategy
a. In order to reach more women in the right demographic, we will host a night at
Town Run, a restaurant in Shepherdstown, West Virginia. Pictures of women and
their IGAs (Income Generating Activities) will be showcased and COU staff and
donors who are able to come will speak to the success these women have had with
their projects thanks to the support of COU and their generous donors. Videos
will also be shared and personal stories of the relationships which have been
formed through sponsorship with the women and children, and the generous
sponsors/donors. This night will help to showcase the amazing opportunities that
are given to businesswomen in Uganda, when women here donate.
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Goals and Objectives

Goal
a. To raise money and promote women in the Family Empowerment Program that
Children of Uganda has implemented through an awareness-raising fundraiser
event. This event will take take place at Town Run Community Pub in
Shepherdstown, WV, during the week of International Womens Week, ideally on
the night of International Womens Day, 3/8/2018.
Process Objective
a. 25% of women who attend the Town Run event, donate beyond the $10 door
price.
i. If 10 women (25% in attendance) donate $100, this will give COU a profit
of $1,000.
b. 60% of women who attend will sign up to the Children of Uganda email list to
receive future information about the organization.
i. This event will will take place at Town Run Brewery in Shepherdstown,
WV, during the weekend of International Womens Week: 3/10/2017
Outcome Objective
c. Objective: To raise enough money at the Town Run Brewery Fundraiser to
support 20 womens businesses.
i. The estimated calculation for our goal is: $2,000.
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Key Messages and Message Support

Campaign Event: International Womens Night

Slogan: Empower a Woman, Nourish a Nation

Key Message 1: The fight to empower women is a global one. That is why you should support
business women in Uganda this International Womens Day.
a. The 100 Women Club is a newer club within Children of Uganda that aims to
have 100 women donate $100.
b. This money goes directly to the women of Uganda and the women who are apart
of the club have access to a private Facebook account to see their progress.
c. Personal meetings can be arranged if desired.
Key message 2: Invest in the women of Uganda so that they can invest in themselves.
a. Money from donors goes towards supporting their IGAs (Income Generating
Activity)
b. Donations support microfinance programs
c. Money from donors help start small businesses in grocery, vending, agriculture,
etc.
d. Training sessions for the women to become more educated on the process of
IGAs and other financial needs.
e. F.E.P. (Family Empowerment Program); a woman in this program was able to
start a piggery and started saving money.
Key message 3: The International Womens Day Event is a networking event for women to
build business and personal connections in the tri-state area.
a. At the event, there will be the opportunity to connect with local business women.
b. Before the presentation begins, there will be a time allotted for attendees to
mingle with other business professionals, which will allow them to promote
themselves and their career.
Key message 4: The International Womens Day Event connects current and former business
women in the U.S. with business women in Uganda.
a. At this event, there will be a presentation to emotionally connect the business
women in the room with the struggles that business women in Uganda are going
through.
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Pre-testing key messages

a. The three women who we interviewed thought that it is great what Children of
Uganda is doing, trying to help these women grow their businesses and improve
their quality of life. Their main issue with it was, "Why should I donate to people
in another country when I could donate to women in need here in America?" So,
they care about what Children of Uganda is doing in regards to empowering the
women of Uganda, but their main issue is investing in women who may not
benefit America directly. All in all, what we got from pre-testing these key
messages, is that we need to get American business women to empathize with the
women of Uganda. Thats why we pivoted our original idea to incorporate a
networking function and make the event about both connecting women here and
helping women abroad.
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Channels & Opinion Leaders

Opinion Leaders
Pamela Brannon (Executive Director)
a. (Opinion Leader) email newsletter to existing email list
b. (Channel) Pamela is the executive director for Children of Uganda. Therefore, she has a
lot of people who follow everything that she does. Releasing a newsletter promoting our
event can be beneficial and reach people beyond just our target audience of middle aged
women.
Krista Guido
c. (Opinion Leader) posting sponsored ads across social media platforms and newspaper
d. (Channel)Krista is the sponsorship coordinator for Children of Uganda. She knows how
to produce content and appeal to our central target audience. The goal is for her, or an
intern, to produce and publish social media content to the Children of Uganda social
media accounts that promotes the event.
Ritah Nona
e. (Opinion Leader) posting an event on their Facebook page
f. (Channel) Ritah is a part of the 100 Women Club that supports Children of Uganda. By
having Ritah posting our event and the particulars on the Facebook page, it could lead to
major support and awareness about our goal from the women in our target audience.
Because she is a leader within this group, when the message comes from her it will have
more credibility.
Channels
Shepherdstown Rotary Club
g. (Channel) We can ask for the rotary club to post our event and details about our goal in
their weekly bulletin. This will allow the information to reach members of the Rotary
Club.
Jefferson County Chamber of Commerce Blog
h. (Channel) The Chamber of Commerce could post information about our event. This
information will reach members of the community who are interested in business
opportunities. Because the event is, in part, a womens business networking event, having
our event promoted via their website may help reach women in the area who are
interested in business.
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Strategies and Tactics

Objective 1: 60% of women in attendance are going to sign up for the email list to
donate
a. Children of Uganda will have a table set up at the entrance to the event. A
volunteer will be sitting at the front entrance with a sign-up sheet to greet women
when they first arrive.
i. Welcome table will include small sign-up sheet.
ii. Only name and email necessary, so it will be simple and easy to
participate
Objective 2: 25% of women who attend the Town Run event donate beyond the $10
door price
b. If 10 women (25% in attendance) donate $100, this will give COU a profit of
$1,000.
Objective 3: Raise $2,000 to support 20 womens businesses in Uganda
c. Actively seek donations throughout the night (in addition to $10 cover charge)
i. Donation boxes or someone walking around with a donation box.
ii. Donation sign up can be made through other means, as accepted by
Children of Uganda.
d. Selling of items from Uganda (soccer balls, other knick knacks)
i. Items will be for sale at the Children of Uganda table.
ii. Laptops connected to WiFi will be available to complete any credit card
orders (through website).
e. Have Pamela give a speech about what Children of Uganda seeks to achieve by
telling person experiences. At the end of her programming, she will reiterate the
goal of the 100 Women Club and ask for donations. (Speech will include personal
spotlight of 5 women and their businesses).
f. Have sponsors/current loyal donors (however many can attend) give personal
testimonials to the organization, the people who run it as well as the women and
children it helps. They can attest to the relationships they have built with women
and children in Uganda as a result of donating to Children of Uganda.
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Implementation

Please note that the examples provided in Appendix A are in low-resolution format. The
production quality version can be sent to you once you decide which option you prefer. All of the
options were created by students in COMM 406 Advertising & Imagery, taught by Professor
Larson in the Department of Communication at Shepherd University.

Promotion:
Social Media Outlets
Instagram: 612 Followers
Using the promotional images, with informational captions on page
See promotional options in Appendix A, page 36.
Facebook Page: 3,148 Followers
Using the promotional images, with informational captions on page
See promotional options in Appendix A, page 35.

Deliverables
Banner
Hung outside the venue
See banner on page
Flyers
Posted around local businesses in the Eastern Panhandle.
See posters in Appendix A, Options 1-3
Media Publicity
News Release
This news release is to be distributed to local news reporters (see
Appendix A, page 24.
Email List
An image of the flyer will be sent to those who are signed up for the Children of
Uganda on the mailing list.
See posters in Appendix A, Options 1-3

Event Schedule:
7:00 p.m. Registration/ Mix and Mingle/ Email Sign-Up
8:00 p.m. Informational Speech
8:30 p.m. Empower a Woman Speech and Videos
9:00 p.m. Mix and Mingle
10:00 p.m. Official Event Ends
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Registration
All proceeds will be donated to Children of Uganda and will be used for the Women 100
Club.
A $10.00 cover charge will be accepted at the front entrance.
An email sign-up sheet will be provided at the front table for anyone who is interested in
receiving emails from Children of Uganda.

Informational Speech
A representative from Children of Uganda will prepare a brief program to help educate
the audience on what Children of Uganda is, seeks to accomplish, and has accomplished.

Empower a Woman Speech and Videos

A representative from Children of Uganda will prepare a brief speech on the Womens
100 Club.
A video edited by Henry will be played during this time period to show the audience how
this program is helping women in Uganda.
At this time anyone who has donated to the program will be asked if they would like to
share why they donate.
This is the time in which the representative speaking will also encourage donations
towards the program and mention the goal of supporting five womens businesses from
this event.
Mix and Mingle
Event attendees will have this time to socialize with other business professionals, visit the
different exhibitors, and donate to the three donation boxes that will be placed throughout
the venue.
Exhibitors
We will be targeting exhibitors by looking at local women who are business owners (but
not limited to women). A pitch (see Appendix A) will be sent out to exhibitors asking
them to pay a fee of $100 to be included in the event.
Exhibitors will be asked to arrive a half hour prior to the event to set up. Each exhibitor
will have a table provided by Town Run at the price of $100 donated to Children of
Uganda. Each exhibitor will be able to display information about their business or
organization and sell product, where applicable.
Budget:
The following budget represents estimated prices of materials needed if the event is held at the
suggested location of Town Run Brewery.

Expense Total Source Notes

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Rental Option 1 $100.00 Town Run To rent the brewery

will cost $100.00.

Rental Option 2 $5,975.00 Bavarian Inn This is assuming 100

guests attend, costs
$55 per person

$475 to rent space

$75 bar setup (if

wanted)

Banner (1) $64.00 Vistaprint.com Banner to advertise

event.

Posters (4) $89.60 Vistaprint.com Posters to be hung at

event of women in
Uganda. (Reusable)
See photos on page
24

Poster Frames (4) $48.92 Walmart Frames to keep

posters in good
condition.

Donation Boxes with $18.69 Staples

Locks (1)

Promotional Posters $40.00 Vistaprint These can be

(50) professionally printed
or printed at your
office for a cheaper
expense.

Hosting at Town $361.21 This would be the

Run TOTAL COST total cost of hosting at
Town Run with all
promotion materials
included

Hosting at Bavarian $6,236.21 This would be the

Inn TOTAL COST total cost of hosting at
Bavarian Inn with all
promotional materials
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included

Facility

Option 1: Town Run Community Pub

The location of the event will be Town Run Brewery at 202 E. Washington St,
Shepherdstown, West Virginia. Children of Uganda would be renting the building from
6:30 p.m. until 10:00 p.m.
Facility Cost
$100.00
Facility Contact
Facility Owner: Todd
Phone Number: (304) 876-0502

Option 2: Bavarian Inn

The location of the event will be the Bavarian Inn at 164 Shepherd Grade Road
Shepherdstown, West Virginia. Children of Uganda would be renting the building from
6:30 p.m. until 10:00 p.m.
Facility Cost
$400 (plus added costs for persons attending, see table above)
Facility Contact
Event Coordinator: Brenda Morrison
Phone Number: (304) 876-0415
Email: events@bavarianinnwv.com
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Evaluation Plan

Success
The campaigns success will be evaluated in three areas:
The amount of money generated
The amount of people who signed up to COU email list
The amount of people who attended

Measurement
The best way to measure the success of the campaign is through an exact calculation of: revenue,
attendance, and those who signed up on the email sheet once the event is over. Those managing
the event will need to count the money generated after the costs from the event, count the
number of people who attended, and count the number of new signatures gained at the event
from the sign up sheets.
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References
1. Educate Uganda. Welcome to EducateUganda.Org,
www.educateuganda.org/index.html. Accessed 28 Sept. 2017.
2. http://childrenofuganda.org/. Accessed 28 Sept. 2017
3. https://www.facebook.com/childrenofuganda. Accessed 28 Sept. 2017
4. https://twitter.com/childrenuganda. Accessed 28 Sept. 2017
 23

Appendix A
NEWS RELEASE
Contact:
Pamela Brannon
PO Box 659
Charles Town, W.Va, 25414
800-531-9612

For Immediate Release

Children of Uganda to Host International Womens Night: Event to Bring Local Women
Together to Network and Learn about Empowering Women in Africa

Charles Town, W.Va. (March 5, 2018) Children of Uganda (COU) is hosting their first
International Womens Night on March 10, 2018 in honor of International Womens Day. The
event will begin at 7 p.m. at the Town Run Tap House in Shepherdstown, West Virginia.

The purpose of the event is to bring together business women in the tristate area to network and
bring awareness to issues of womens empowerment locally and internationally. There will be a
cocktail hour where attendees can network with other business professionals.

(Insert quote here from Pamela or other representative) Example: We hope this event will
bolster support for business women in Uganda, but we also want to educate our community on
how if they empower a woman, they can nourish a nation.

,said (insert name here), (title) of Children of Uganda.

We know there are so many hardworking women in this area and are hopeful that this event will
give them an opportunity to support each other as well.

The event will be open to the public with a $10 cover fee. All proceeds will be donated to COU
to help finance small businesses run by women in Uganda. Opportunities for attendees include
 24

shopping for handmade goods made by Ugandan women, networking opportunities, tables
sponsored by local businesses, and a brief program on how the donations help empower a nation.

Pamela Brannon, executive director of COU, will keynote the event and will address how
donations are used to give a hand up to women in Uganda.

Children of Uganda is a registered 501 (c) (3) nonprofit organization based in Charles Town,
West Virginia. The organization offers a hand up to Ugandan children and women in need. For
more information contact Pamela Brannon at 800-531-9612.

News Outlets to Send Press Release to:

The Journal - Tim Cook
Website: http://www.journal-news.net
Phone Number: (304) 725-6581
Email: tcook@journal-news.net
Shepherdstown Chronicle - Vanessa McGuigan
Website: http://www.shepherdstownchronicle.com
Phone Number: (304) 876-3380
Email: edit@shepherdstownchronicle.com
Secondary Email (direct contact): vmcguigan@shepherdstownchronicle.com
Herald-Mail Media
Website: https://www.heraldmailmedia.com
Phone Number: (301) 733-5131 - ask for Display Advertising
bhamilton@herald-mail.com

###
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The following pictures may be printed on posters for the event:

26
27
 28

The following are options for posters, banners, and promotional stickers/buttons.
Option 1: Color Block
 29

Option 2: Stacked
 30

Option 3: African
31
 32

Option 4: Orange Swash

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34
 35

Potential Instagram Content:

 36

Potential Facebook Content:

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Example Pitch to Exhibitors

Date: TBD
Subject: International Womens Night
From: Pamela Brannon

(Insert Company or Name here),

I am writing to you today to invite you to participate as an exhibitor in an event Children of

Uganda will be hosting on March 10, 2018, during the week of International Womens Day this
year.

This event, International Womens Night, is a networking event for women to build business and
personal connections in the tri-state area. The event not only creates an opportunity for women to
build connections locally, it also connects current and former business women in the U.S. with
business women in Uganda.

The event will showcase some of the wonderful women that COU has helped to start and
continue self-sufficient businesses, as well as raise awareness for our organization and what it is
exactly that we do: give a hand-up to vulnerable women and children in Uganda. This event will
be held on March 10th, at the Town Run Community Pub, from 7 PM until 9 PM.

As a local working woman, I would like to invite you and your business to purchase a sponsored
table at our event. The cost of a table is $100, and this will not only go towards helping COU,
but will also give your business a chance for exposure and possible new clients. You will be able
to decorate and display your table as well as sell product.

There are 5 exhibit booth spaces available. The deadline for reserving an exhibit table is INSERT
DATE.

I believe this event would be a great opportunity for you and your business to gain exposure,
while giving back to a worthy cause.

I am happy to answer any questions that you may have. I look forward to hearing from you,

Pamela Brannon
Executive Director
 38

Potential Exhibitors:
The below company expressed interest:
Platinum PR (Owned/run by Sandy Sponagule, local businesswoman.
Website: http://platinumpr.com
Phone Number: (304) 876-8321
Email: sandy@platinumpr.com

Other Possible Options:

Shepherdstown Sweet Shop
Note: They are a bakery and approval would be needed from Town Run prior to reaching
out to them. As a bakery, their food offerings are different than those of Town Run.
39
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Appendix B: Survey

Middle Aged Women (40 years of age to 55 years of age) | Residing in the four-state area |
Middle class socioeconomic status | No specific cultural or religious traits necessary | College
degree education level

This research is being conducted as part of a Strategic Campaigns class project at

Shepherd University. Your answers will inform our research and help us provide better
recommendations to our class client. The information you provide
us will be shared with our professor and with the client in a
written report. However, you do not need to provide any
personal or identifying information to us and any such information
will be left out of the report to keep your identity
confidential. Participation is completely voluntary.
If you have questions, contact Dr. Kushin: mkushin@shepherd.edu

Interview Questions:

1. What are some causes that are close to your heart?

2. Do you have children? If you do, what kind of aspirations do you want for them?
3. Are you aware of the needs of children in Uganda? Can you tell us about what you know
and what you have heard?
4. Do you use social media? Which ones? When you see friends share something about a
nonprofit why do you stop and read or stop scrolling?
5. Do you know people who donate to a nonprofit?
6. What does it take to get you to donate?
7. Who are the people in your community that you admire when it comes to charitable
work?
8. Are there any thoughts or opinions for our campaign

Interview 1:

1. What are some causes that are close to your heart?

a. Ensuring that all children are raised in a safe environment and have a well-
rounded education to better prepare them for their future.
2. Do you have children? If you do, what kind of aspirations do you want for them?
a. Yes, three.
b. I hope they all grow up to be successful in whatever they chose to do. I hope they
always follow their hearts and continue to find happiness in what they love doing.
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3. Are you aware of the needs of children in Uganda? Can you tell us about what you know
and what you have heard?
a. Yes and no.
b. I know that they dont always have a safe water supply, enough food to eat, and
receive the proper education, but I could not go into detail about their schooling.
4. Do you use social media? Which ones? When you see friends share something about a
nonprofit, why do you stop and read or stop scrolling?
a. Yes
b. Facebook and Twitter
c. Typically I stop scrolling if I have the time to read it, so normally Ill read longer
posts or articles in the evening when Im relaxing in my sunroom. If I am on my
phone wasting time, I typically dont stop to read about nonprofits. It also has to
be something that I genuinely care about.
5. Do you know people who donate to a nonprofit?
a. Yes, I donate to St. Judes often, Relay for Life, the Red Cross, and the Salvation
Army during Christmas time. I know a lot of friends and family members who
also donate to these organizations because they are close to our hearts.
6. What does it take to get you to donate?
a. Like I said before, it has to be close to my heart. It has to be a cause that I know
will actually help someone, and will show me how much they truly do for others.
7. Who are the people in your community that you admire when it comes to charitable
work?
a. I admire people who continuously look out for the better of the community and
the well-being of our children. I cant think of anyone specifically though.
8. Are there any thoughts or opinions for our campaign?
a. I guess it would be nice to see a combination of posts that are short and long. Not
everyone has time to read a paragraph on facebook. Its sad, but people dont take
the time to read long posts. I would probably like to see actual footage of the kids
in Uganda that they are helping as well.

Interview 2:

1. What are some causes that are close to your heart?

a. Hunger for Humanity, World Wildlife Fund,
2. Do you have children? If you do, what kind of aspirations do you want for them?
a. Yes, 2 children. Boy and girl, 2 years apart in age. I want them to both graduate
college and have the opportunity to get a job that sustains them, whatever that
means/looks like for them. Whatever success means to them, I want them to reach
it.
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3. Are you aware of the needs of children in Uganda? Can you tell us about what you know
and what you have heard?
a. No I am not.
4. Do you use social media? Which ones? When you see friends share something about a
nonprofit, why do you stop and read or stop scrolling?
a. Yes, only for news and updates, Facebook and Twitter. Seeing why a trusted
friend would repost it, if its a friend with mutual interests then I would like to
know why they are interested in it and if it might interest me.
5. Do you know people who donate to a nonprofit?
a. Yes.
6. What does it take to get you to donate?
a. Seeing pictures of poor little animals, it gets me usually because I love animals
and have a soft spot for them.
7. Who are the people in your community that you admire when it comes to charitable
work?
a. My church friends, they are always very giving and willing to help others in need.
8. Are there any thoughts or opinions for our campaign?
a. Include sensitive images to really draw emotions in, but not too sensitive as to
scare away. Try specifically reaching people through those Facebook ads.

Interview 3:

1. What are some causes that are close to your heart?

a. Breast Cancer Awareness, ASPCA
2. Do you have children? If you do, what kind of aspirations do you want for them?
a. I want them to flourish and have everything they need in life to flourish.
3. Are you aware of the needs of children in Uganda? Can you tell us about what you know
and what you have heard?
a. I have not heard anything about children in Uganda.
4. Do you use social media? Which ones? When you see friends share something about a
nonprofit, why do you stop and read or stop scrolling?
a. I use Facebook, I stop scrolling because I am interested in what my friends have
to say and what they care about.
5. Do you know people who donate to a nonprofit?
a. I do not.
6. What does it take to get you to donate?
a. I have never donated.
7. Who are the people in your community that you admire when it comes to charitable
work?
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a. I do not know of anyone who donates, however Im sure I know people who do
and do not advertise it.
8. Are there any thoughts or opinions for our campaign?
a. N/A

Interview 4:

1. What are some causes that are close to your heart?

a. Breast Cancer research
2. Do you have children? If you do, what kind of aspirations do you want for them?
a. Yes, I aspire for my kids to work hard and live life to the fullest.
3. Are you aware of the needs of children in Uganda? Can you tell us about what you know
and what you have heard?
a. I know that phantom is a way of life for the children.
b. I have heard that organizations are trying to build info structure to get running
water to villages.
4. Do you use social media? Which ones? When you see friends share something about a
non-profit, why do you stop and read or stop scrolling?
a. Facebook; I stop and read because Im curious and want to be informed as to
whats happening in the world.
5. Do you know people who donate to a nonprofit?
a. Absolutely
6. What does it take to get you to donate?
a. A meaningful purpose and agenda.
7. Who are the people in your community that you admire when it comes to charitable
work?
a. Church members
b. Parents, faculty and kids at my younger sons school.
8. Are there any thoughts or opinions for our campaign?
a. Social Media is key in getting the word out to the Millennials about your
organization.