01

PREPARED BY:
THE
PEACOCKS
 02

TABLE OF
CONTENTS
Introduction..........................................................................................pg 3
Client Overview...................................................................................pg 4
Secondary.............................................................................................pg 12
- Organization Research............................................................pg 13
- Situation Research....................................................................pg 17
- Publics Research.......................................................................pg 19
- Key Publics Research..............................................................pg 22
- Research Summary..................................................................pg 25
Methods................................................................................................pg 26
Findings.................................................................................................pg 45
Discussions...........................................................................................pg 58
Suggestions..........................................................................................pg 60
Appendix
- Appendix A: References..........................................................pg 68
- Appendix B: Survey...................................................................pg 70
- Appendix C: Code Book..........................................................pg 96
- Appendix D: Interview Guide.................................................pg 103
- Appendix E: Focus Group Guide..........................................pg 110
 03

INTRODUCTION

Haley Hogan Autumn Dunn

Grace Enmeier

Lauren Gensheimer Tanner Douglas

 04

CLIENT
OVERVIEW

CLIENT
OVERVIEW
History
Jennifer Crow founded Beautiful Dream
Society (BDS) in 2010. The organization
was formed after Crow had a vivid dream
of herself sailing on a coastline where she
saw the letters L-E-S-O-T-H-O spelled out
in the horizon. In the same dream, Crow
saw a woman on the coastline
surrounded by hurting children and
mouthing the words, “Help me.” After this
dream, Crow discovered Lesotho was a
small country in Africa filled with poverty
and sickness. The dream moved her to
visit Lesotho, and after several trips,
Beautiful Dream Society was founded
(Beautiful Dream Society, 2017).
The original mission of BDS was to save
women from sex trafficking in Lesotho by
providing them shelter, food and any
other immediate needs, while also
spreading awareness about sex trafficking
in Lesotho (Beautiful Dream Society,
2017).
Jennifer Crow is the founder of Beautiful
Dream Society. She partnered with Victory
Church to launch teams to send to
Lesotho, and they have continually
supported the organization. BDS’s
director, Sonya Martinez, helped open
BDS in Lesotho, and many other
organizations and people have partnered
to support BDS throughout the years
(Beautiful Dream Society, 2017).
05
In the seven years BDS has operated,
there has been tremendous growth. BDS
originally opened its crisis shelter, Hope
House, in Maseru, Lesotho. Since then, a
shelter was opened in Oklahoma City and
stayed open from 2013 to 2016. In 2013,
Hope House took in trafficked children to
be orphaned and raised by mothers at the
facility. Hope House opened a pre-school
in 2013 as well. The facility was shut
down in 2015, but it reopened its doors in
2016. BDS has continually worked
throughout the years to spread awareness
about human trafficking in Lesotho, as
well as places like Oklahoma City and
Tulsa (Beautiful Dream Society, 2017).
Many of the fluctuations and changes in
Beautiful Dream Society have stemmed
from financial reasons. The loss of a donor
was the reason the BDS Oklahoma shelter
had to shut down. Because BDS is a
nonprofit, finances have a big impact on
how much the organization can
accomplish (interview, personal
communication, October 21, 2017).
Beautiful Dream Society has had a large
impact on both the Lesotho and
Oklahoma communities. In Oklahoma,
BDS helped 57 women and children by
offering immediate shelter and helping
provide support through job placement,

CLIENT
OVERVIEW
History
medical service and many other services.
BDS has also spread awareness about
human trafficking and its prevention to
over 57,000 people. In Lesotho, BDS has
served 191 women and children through
Hope House (Beautiful Dream Society,
2017). They have taken in 13 orphans
since 2013. BDS has educated thousands
of individuals around Lesotho about
human trafficking as well (interview,
personal communication, October 21,
2017).
BDS is continually striving to serve
trafficking victims in Lesotho. The
organization is stable and continuing to
grow. They are looking to make an even
bigger impact in Lesotho now that they
are focusing all their time there (interview,
personal communication, October 21,
2017).
Factors that could alter the future for
BDS could be any type of financial issue
or issues with the government in Lesotho
(interview, personal communication,
October 21, 2017). These do not seem like
they would be an issue, but if there are
any unforeseen circumstances, they
would most likely stem from these two
areas.
06
Organizational
Culture
BDS states their mission statement;
“Beautiful Dream Society is a Christian
humanitarian organization dedicated to
fighting exploitation, instilling value, and
empowering vulnerable people in
Lesotho by providing love, protection,
and education through partnership with
the church and community” (Beautiful
Dream Society, 2017). BDS is a faith-based
organization that believes every person is
created equally by his or her Creator. They
want to serve as a place free of judgment
and make each person they come in
contact with feel loved and accepted.
They work to not only serve victims
immediately, but they also work to
prepare victims for long-term success
after their time with BDS (Beautiful Dream
Society, 2017).

CLIENT
OVERVIEW
Organizational
Finances
In 2015, the total operating funds for
BDS were $369,020. The organization
receives no endowments, and almost all
of their funds are received through
donations. BDS shows to not have any
type of restricted purpose funds, loan
funds, agency or custodian funds
(Oklahoma City Community Foundation,
2017).
Economic
Influences
Beautiful Dream Society employs 12 full-
time staff and 3 part-time staff (Beautiful
Dream Society, 2017). Economic
influences on the organization would
stem mostly from donors’ contributions
and their fluctuation (interview, personal
communication, October 21, 2017).
Political
Influences
Political influences are a large factor that
could easily affect BDS. BDS and the
government in Lesotho recently
partnered together to help and treat
trafficked victims. If the government
07
decided to end this partnership, this could
cause the organization to have trouble
keeping its doors open in Lesotho. This
could happen from a political shift in the
government, which is a possible due to
the instability in the country. (interview,
personal communication, October 21,
2017).
Public Opinion
Public opinion for BDS differs from person
to person, but the overall opinion is mostly
positive. The research team found it was
evident that the public agrees BDS fights
for a great cause; however, there were
differing opinions about how the
organization is operated (interview,
personal communication, October 21,
2017; focus group, personal
communication, October 30, 2017). The
way victims are treated and cared for was
applauded, but the way leadership
operates BDS has a split public opinion
(interview, personal communication,
October 21, 2017). A large problem
researching public opinion was the lack of
knowledge about BDS, so it was difficult
to assess general public opinion when
many people were not aware of BDS or

CLIENT
OVERVIEW
their efforts (focus group, personal
communication, October 30, 2017).
Key Facts
The Beautiful Dream Society was first
founded in May 2010 by a woman named
Jennifer Crow after having a “dream from
God.” In 2008, Crow’s dream gave her the
vision to help the women of Lesotho,
Africa who have been affected by Sex
Trafficking. After visiting Lesotho with
peers and seeing the suffering first hand
Crow was determined to create a safe
space for these women and their families.
The Beautiful Dream Society Safe House
for Victims of Human Trafficking was
opened in April 2011. The safe house
became the very first protected shelter in
the country of Lesotho. The members and
founders of Victory Church opened their
identical church in Lesotho, doubling as a
victim’s shelter and community, in May
2012. During this journey, Crow and her
colleagues discovered the reflecting
issues in their very own state of Oklahoma.
In October of 2013, Crow and her
volunteers opened the very first Dream
House for adult female victims of human
sex trafficking in Oklahoma City,
which stayed open until 2016. This
Dream House gave women and their
08
families’ opportunities to get back on their
feet and live a normal life (Beautiful Dream
Society, 2017).
BDS has many highlights and
accomplishments including being the
very first shelter for victims of human
trafficking in the country of Lesotho. BDS
is a member of multiple organizations
including Lesotho Multi-Sectorial
Committee on Human Trafficking, and
Oklahoma Human Trafficking Task Force.
“BDS opened the second State certified
emergency shelter for victims of human
sex trafficking in Oklahoma. In 2012,
Sonya Martinez, BDS Africa Director, was
nominated by the US Embassy in Lesotho
for the US State Department’s ‘Trafficking
in Persons Hero of the Year Award’”
(Beautiful Dream Society, 2017).
BDS is a credible organization that is
partnered with the government of
Lesotho and is trusted by thousands. This
organization is associating with women
and families who have experienced
daunting and dangerous conditions. Their
job is difficult, but they take it with pride
and serve these women as mentors,peers,
and family (interview, personal
communication, October 23, 2017). BDS
is seen as a dependable, compassionate,
dedicated and conscientious organization
 09

CLIENT
OVERVIEW
throughout the nation (Beautiful Dream support and mental health counseling,
Society, 2017). retrieval of identification documents and
Throughout Oklahoma there are language interpretation when necessary,
multiple other organizations fighting to art therapy and recovery programs, skills
put an end to human trafficking, but in training and job placement, education
Lesotho there are no other organizations and financial aid assistance” are just some
fighting to end human trafficking or of the opportunities that BDS gives to
helping those victimized (interview, these women and their families (Beautiful
personal communication, October 21, Dream Society, 2017).
2017). A few of the other organizations in
Oklahoma fighting the cause are The Key Features
Dragonfly Home and No Boundaries
Beautiful Dream Society does not have a
International (The Dragonfly Home, 2017;
tangible product, but a service of
No Boundaries International, 2017). These
preventing human trafficking by
competitors do offer care and shelter
educating the public on human trafficking
within Oklahoma where as BDS only offers
attackers tactics and by caring for those
shelter to the women in Lesotho and then
whom have been attacked at the Hope
awareness programs in Oklahoma
House in Lesotho, Africa (Beautiful Dream
(Beautiful Dream Society, 2017). However,
Society, 2017).
there are many things that set BDS apart
The purpose of the Hope House is to
from their competitors. They do not just
provide victims of human trafficking a
place a roof over these victim’s heads, but
safe, loving shelter for them and their
they teach them how to become
children with all the basic needs to live,
independent again (interview, personal
as well as medical and mental care. The
communication, October 21, 2017).
Hope House houses women anywhere
With education programs, counseling and
from a week to several months as they
important life skills practice, BDS takes
heal and provides the women a plan to
care of their victims until they are 100%
resume a healthy life in a safe
ready to be on their own. “Medical and
environment once they leave the shelter
dental care, trauma-informed emotional
(Beautiful Dream Society, 2017).

CLIENT
OVERVIEW
Jennifer Crow founded Beautiful Dream
Society in 2010. The BDS Hope House
was opened in April of 2011 and has been
helping hundreds of women ever since.
Crow found her calling to help the people
of Lesotho after a dream she had about
the country, and she now has dedicated
her whole life to helping others. Crow
calls her life-changing dream, a dream
from God. Along with her work with BDS,
she enjoys her time at her church she
helped cofound, Victory Church, as well
as spending time with her five children
and three grandchildren (Beautiful Dream
Society, 2017).
BDS operates on donations and
volunteers, as well as strong community
relations and partnerships in Oklahoma
and Lesotho. Donations go toward the
education and awareness of human
trafficking to those in Oklahoma and
Lesotho, programs for children in Lesotho
as well as victims of human trafficking and
the Hope House (Beautiful Dream Society,
2017). Volunteers are always needed and
welcomed in Oklahoma and Lesotho.
After BDS was created, seven members
of Victory Church moved to Lesotho to
help those whom have been human
trafficked. In 2011, the Hope House was
opened in Lesotho where victims
of human trafficking could have a safe
10
place to live and heal from the trauma
they have experienced. Since then, BDS
assisted in opening the Victory Church
Maseru, Lesotho. They opened the Dream
Home in Oklahoma City where victims of
human trafficking and their children were
offered a home, and the Beautiful Dream
Village pre-school was opened for
children (Beautiful Dream Society, 2017).
From these facts, it is obvious BDS is
constantly looking for ways to help more
of the people in Lesotho and put an end
to human trafficking.
Beautiful Dream Society was created by
the founders and volunteers because they
felt the desire to help those victimized by
human trafficking. Services from BDS are
given to any of those who need them by
contacting the U.S. office located
in Oklahoma City, Okla., or the African
Office located in Lesotho Africa (Beautiful
Dream Society, 2017).

CLIENT
OVERVIEW
What's in it for
me?
Beautiful Dream Society aids victims of
human trafficking in Lesotho, Africa. BDS
brings victims into a crisis care shelter and
provides them the proper guidance they
need to escape the pain and fear endured
being a victim of human trafficking. Many
human trafficking survivors have already
escaped a lot of the physical pain;
however, the physical and emotional pain
is where BDS comes in to provide
treatment and coping methods (interview,
personal communication, October 21,
2017).
Many patients feel guilt that they have
done something to deserve what
happened to them, whether it was the
situation they put themselves that got
them into human trafficking, or whether
they believe a higher power was
punishing them for a specific reason
(interview, personal communication,
October 21, 2017).
One of the hardest elements for victims
of human trafficking to overcome is the
acceptance of themselves (interview,
personal communication, October 21,
2017). BDS strives to make every victim
feel a sense of comfort, and they work to
form a bond with each victim. BDS
11
provides trauma-informed, emotional
support and mental health counseling for
victims (Beautiful Dream Society, 2017).
With the help from counselors, victims
work toward a feeling a sense of
belonging.
BDS wants to encourage all patients to
live the healthiest lifestyle possible. They
do this through praise and
encouragement for personal
achievements. Even after discharge,
patients still receive praise for their
accomplishments for overcoming human
trafficking. BDS helps victims re-develop
everyday lifestyle skills (Beautiful Dream
Society, 2017).
The key publics are a vital part of the
BDS. Donors, volunteers and educators
are the backbone of this organization and
without their constant support, BDS could
not run successfully. BDS is different from
other human trafficking related
nonprofits because they are the only
organization fighting the cause in Lesotho
(interview, personal communication,
October 23, 2017). Besides the recent
partnership with the Lesotho government,
BDS has also added a preschool in the
area for local children.
 12

Secondary
Research

Organization
Research
Performance
Beautiful Dream Society (BDS) offers
shelter, food, clothing, medical care, and
mental care to women and children
victims of human trafficking in Lesotho,
Africa. BDS also offers awareness
programs and campaigns to educate the
public on human trafficking and its
prevention (Beautiful Dream Society,
2017).
The quality of services provided by BDS
can be determined by the number of
women Hope House has cared for, as well
as the number of those victims who did
not enter back into the cycle of human
trafficking. Another way to determine
quality of service is to look at the numbers
of people trafficked after key publics have
been educated on trafficking and its
prevention. The quality of the
organization is due to the outstanding
employees providing care to victims, as
well as employees facilitating all
administrative activities and awareness
programs. The awareness programs help
support the quality of the organization by
providing informative messages
regarding human trafficking. Within the
last few years, the quality of services has
both increased and decreased for BDS.
They have improved their organization by
13
opening the Beautiful Dream Village,
which is a preschool in Lesotho, as well as
reopening the Hope House in partnership
with the Lesotho government (Beautiful
Dream Society, 2017). By reopening the
shelter under this new partnership, BDS
will be able to serve more victims and
provide them with greater support.
However, the quality of BDS has slightly
decreased in the past three years too. The
Dream Home, serving trafficked female
victims in Oklahoma, closed its doors in
2016, due to lack of sufficient funds.
Because of this closing, BDS has made
improvements within their awareness
campaigns in Oklahoma to provide
greater education on trafficking.
Leadership in BDS was saddened by the
closing of the Dream House; however,
they have been extremely satisfied with
the big changes happening in Lesotho
(interview, personal communication,
October 21, 2017).
The benefits of BDS are bountiful. They
provide services in Lesotho where there is
no other organization providing similar
services, while helping provide awareness
of human trafficking in a country ravaged
by it (interview, personal communication,
October 21, 2017). Also, with the

Organization
Research
government on their side, Beautiful Dream
Society will overall be more respected in
Lesotho by community members not
aware of the extensive services offered by
BDS, and they will be able to receive more
funding through the government. A
disadvantage of the services of BDS is that
the program relies on donations and
funding from donors to fulfill their mission.
This disadvantage proved itself through
the closing of the Dream House in
Oklahoma. Another disadvantage of BDS
is their services are almost solely in Africa
now, and many people want to see the
immediate benefits of their donations,
which is not possible since most
donations go toward BDS in Lesotho
(interview, personal communication,
October 21, 2017).
Niche
BDS is different from other human
trafficking related non-profits because
they are the only organization fighting the
cause in Lesotho. Besides the recent
partnership with the Lesotho government,
BDS has also added a pre-school in the
area for local children, as well as an
orphanage over the past three years
(Beautiful Dream Society, 2017). Within
14
the next two years, the Hope House will
most likely grow and have the capability
to take in more victims and orphans.
There is also a possibility BDS could
expand their trafficking services in
Oklahoma again over the next two years
as well. The leaders of BDS are willing to
make any changes to their services in
order to better preserve their mission
(interview, personal communication,
October 21, 2017).
Structure
The mission of Beautiful Dream Society is
dedicated to fighting exploitation,
instilling value, and empowering
vulnerable people worldwide by
providing love, protection, and education
through partnership with the church and
community.The vision of BDS is to protect
the victims of human trafficking, prevent
new persons of becoming victims and to
rewrite the future of modern slavery in
Lesotho and the world (Beautiful Dream
Society, 2017). The business plan for the
organization is not clearly written out, but
it is more so planned and organized as
needs are noticed of the people living in
Lesotho. As a nonprofit
organization, many resources are
donated,

Organization
Research
therefore, marketing resources, such as
money and equipment, available are
determined by donations received
(interview, personal communication,
October 20, 2017). The marketing
resource currently used for public
relations efforts is primarily social media
including: Instagram, Facebook and
Twitter. Within the next three years, these
resources should increase as BDS should
place a primary focus on marketing and
public relations. Public relations and
marketing efforts are currently not a large
focus within BDS; however, they are
working toward incorporating them more
into the decision making within the
organization (interview, personal
communication, October 21, 2017).
Internal
Impediments
The internal environment supports public
relations activities because they see how
these efforts could help foster further
growth for BDS. The only obstacle to
successful public relations efforts for BDS
would be lack of cooperation from
employees (interview, personal
communication, October 21, 2017).
15
Currently, there are no impediments on
BDS stemming directly from policy and
procedure; however, there are
impediments brought on by lack of policy
and procedure. Due to BDS’s lack of
procedure and policy regarding
marketing and public relations, the
organization is not reaching its full
potential. Many people are not aware of
what BDS is or what they do, and this
could be changed by putting policies and
procedures in place focused solely on
marketing and public relations (focus
group, personal communication, October
30, 2017).
Competition
Throughout Oklahoma there are multiple
other organizations fighting to put an end
to human trafficking, but in Lesotho, there
are no other organizations fighting to end
human trafficking or helping those
victimized. A few of the other
organizations in Oklahoma fighting the
cause are: No Boundaries International
and The Dragonfly Home (The Dragonfly
Home, 2017; No Boundaries International,
2017). These organizations both have
high levels of performance, and they both

Organization
Research
have been successful in helping human
trafficking victims in similar yet different
ways.
One competitor of BDS is No Boundaries
International (NBI). NBI operates as a faith-
based organization that fights to end
human trafficking in Oklahoma; however,
it has key focuses in areas like
homelessness and addiction, unlike BDS
(No Boundaries International, 2017). They
have a small ministry in Sierra Leone,
Africa, but it does not operate anywhere
near the capacity of BDS’s Hope House.
NBI provides resources to trafficked
victims in Oklahoma, but they do not offer
any type of shelter (No Boundaries
International, 2017). While their main
focus is human trafficking, they have
outreach programs concerning areas of
different types of devastation, which
differs from BDS. this competition will
likely remain the same or decrease over
the next three years, due to several
differences in the efforts of NBI and BDS.
The Dragonfly Home is another
competitor of BDS. They differ from BDS
because their trafficking efforts are
focused in Oklahoma. However, they
provide similar services to those of BDS’s
previous Dream Home (interview,
16
personal communication, October 21,
2017). The Dragonfly Home provides
almost all resources and care human
trafficking victims might need, and they
also operate a 24-hour trafficking hotline.
They are set to open an actual shelter for
trafficked victims in Oklahoma, which
almost mirrors BDS’s Dream Home (The
Dragonfly Home, 2017). They are a large
competitor to BDS mostly through donors.
With their new shelter opening in 2018,
this could cause a large threat to BDS’s
future donations.
Opposition
Human trafficking is a widespread
problem known to the people in Lesotho;
however, there are very few people taking
measures to fight the issue. While many
people do very little to combat human
trafficking, there are not any organizations
working to hinder the mission of BDS,
aside from traffickers themselves
(interview, personal communication,
October 20, 2017). These traffickers will
not stop their crimes unless there is more
intervention by the Lesotho government
in the next few years (US State
Department, 2017). If the Lesotho

Situation
Research
Background
In 2016, Beautiful Dream Society suffered
the loss of a massive donor, which
resulted in the closing of their Oklahoma
shelter. This loss of funds was the first
major financial loss for the organization,
and the first time they had to shut down a
program due to insufficient funds. The
loss of the donor resulted from a personal
dispute between the donor and outside
parties. This dispute was not related to
any business issues; however, the loss of
these funds made a major impact on BDS,
and they are still working to recover
(interview, personal communication,
October 21, 2017).
Consequences
There are many consequences related to
this situation. The largest is that Beautiful
Dream Society will not have the ability to
reach trafficked individuals in Oklahoma.
BDS’s mission is threefold; they want to
provide love, protection and education for
vulnerable people (Beautiful Dream
Society, 2017). This situation prevents
BDS from providing love and protection to
trafficked individuals. The response to the
loss of the donor is extremely serious and
crucial. Organizations like BDS depend on
money from donors to keep their doors
17
open, and because of the financial
situation, the only solution they had was
to decide which shelter to close
(interview, personal communication,
October 21, 2017). The organization
needed to respond to publics quickly
because closing the facility meant victims
lost the shelter and resources they were
receiving, and the employees working lost
their jobs. BDS needed to handle this
situation correctly because it could have
had a negative impact on their
relationship with their stakeholders. A
positive thing about the loss of this donor
is that this is a one-time situation. BDS can
only rebuild and get better from here
(interview, personal communication,
October 21, 2017). The loss of the shelter
could result in BDS making more effort to
spread awareness about trafficking
throughout Oklahoma. Other safe shelters
exist for trafficking, so this could allow for
BDS to be a primary educator for sex
trafficking in Oklahoma (interview,
personal communication, October 21,
2017). This situation overall is at first
considered an obstacle; however, it can
be turned into an opportunity. This
situation consists of the closing of the
Oklahoma shelter, so there is one less
place for these women to turn to;
 18

Situation
Research
however, this can allow BDS to have a
greater impact of spreading awareness
about trafficking throughout Oklahoma. It
also will allow them to focus more
attention in Lesotho because the shelter
there is the only shelter available for
trafficking victims (interview, personal
communication, October 21, 2017). By
giving all attention to the Lesotho shelter,
it gives BDS the opportunity to reach more
people in Lesotho.

Resolution
Situations like this do not have many
resolutions. The only resolution BDS had
with this situation is closing the doors to
the Oklahoma shelter. With financial loss,
organizations have to make sacrifices, and
this is the sacrifice/resolution BDS had to
make. The primary communicators within
BDS needed to act swiftly in order to relay
the closing of the facility to all
stakeholders. By being transparent and
open with their stakeholders, BDS had
greater ability to be able to positively
move past this situation. BDS shut down
the Oklahoma shelter, but now they need
to decide how they are going to move
forward with their organization.
 19

Publics
Research
Basic Questions
donate money to the cause for various
for Publics reasons. The primary customers have
increased within the last three years
Beautiful Dream Society's major publics
because the partnerships have multiplied
are victims of human trafficking, and
in the past three years (interview, personal
audiences wanting to make a difference
communication, October 21, 2017). The
through donations (interview, personal
secondary customers have decreased
communication, October 21, 2017). While
within the last three years based on the
focusing largely on these publics, BDS
drop in volunteers. The primary customers
should shift toward key publics of older
are likely to increase within the next three
publics. By doing this, BDS will spark a
years, and the secondary customers are
new foundation for donations and
likely to either decrease further or remain
volunteers.
the same.
The major opinion leaders in BDS are
Jennifer Crow and board members. Producers
Jennifer started the organization;
Producers of BDS include its various
therefore, she controls much of the future
sponsors, public and private donors,
organization (interview, personal
volunteers, staff, board members, and
connection, October 22, 2017). The board
organizational human resources. Because
members are opinion leaders within the
it is a nonprofit organization the
organization because they have a large
producers of the products, which is the
say in the present and future endeavors of
merchandise of BDS, and the services,
BDS (Interview, personal communication,
providing emergency shelters and
October 21, 2017).
permanent homes for victims and orphans
in Lesotho, are any donors, partnerships
Customers and the board members of BDS. Any
The primary customers of Beautiful Dream volunteers and board members provide
Society are donors or partnerships that the services to those who are trafficked in
want to make a difference and help end Lesotho and provides them materials and
human trafficking. The secondary resources to
customers are the volunteers who want to
help end human trafficking but cannot

prevent them from being harmed. Donors
and partnerships provide the resources
and money to fund the materials and
services of BDS (Beautiful Dream Society,
2017). The producers have increased
within the last three years because of the
expansion of the company’s brand. The
producers are likely to increase or remain
the same within the next three years
depending on brand recognition and
donations.
Enablers
The opinion leaders among Beautiful
Dream Society’s customers are any
partners such as volunteers or interns, in
addition, any type of support including
donations and sales of any kind of
merchandise. Also, any type of
fundraising to help BDS halt human
trafficking. Lastly, any advocates on social
media which includes Facebook posts,
Twitter, or Instagram posts to join the
mission of BDS on ending human
trafficking. The colleagues of BDS are
other nonprofit organizations that are
working towards ending human
trafficking such as Polaris Project and
Shared Hope International. The regulators
of BDS would be the local and state
governments of the selected
20
Publics
Research
area and the government's regulation of
nonprofits. The regulators have helped by
changing the views of women in Lesotho
and have begun to condemn the idea of
selling children for money. In addition,
they have been helping save girls from
human trafficking by giving information
out on certain areas that have a high-rate
of trafficking problem. BDS has contracts
and agreements with all partnerships that
have been donating to the organization
(Beautiful Dream Society, 2017). The
media that are available to BDS are any
social media platforms, which include
Facebook, Instagram, Twitter, Snapchat
and Pinterest. In addition, the radio, TV
and newspapers would be great media
platforms to expand brand recognition
and increase donations and partnerships.
The media has helped with brand
recognition and an increase in donations
and partnerships (interview, personal
connection, October 21, 2017). People
have become more aware of the problem
with human trafficking, so the enablers of
BDS have increased in the past three
years. As more and more information is
released on the issue of human trafficking
all around the world, enablers will likely
increase within the next three years as
well.
 21

Publics
Research
Limiters
The competitors of BDS are other because they are emotionally invested
nonprofit organizations that are raising into the issue.
money for human trafficking in different
parts of the world. The opponents of BDS
are any other nonprofit organizations that
are raising money for different types of
charities (interview, personal
communication, October 21, 2017). They
are only a competitor because they take
away possible donors. The lack of
donations or support of partnerships are
the only factors that can stop or slow
down the BDS’s mission of ending human
trafficking (interview, personal
communication, October 23, 2017). The
limiters of BDS have changed within the
last three years because the amount of
competitors and opponents has
increased. Many different charities have
begun to form in the last three years, and
it is only expected that more will be
created in the next three years. Therefore,
it is likely that there will be an increase in
limiters for BDS. The vocal activists and
opinion leaders on the issue of human
trafficking are those who have been
affected by it, have been victims
themselves or are very passionate about
helping people who are being trafficked.
They are very likely to speak for the BDS’s
position on ending human trafficking

Key Publics
Research
Basic Questions
for Key Publics
The most pressing key publics to reach
are potential donors and potential
volunteers. A significant issue that BDS
comes across is that one of their key
publics is not aware the organization
exists (focus group, personal connection,
October 30, 2017). BDS is known to attract
donors and volunteers within the church
community or within philanthropic
societies in a certain geographic range
from Victory Church (interview, personal
connection, October 21, 2017). Those
particular publics are aware but not
active. Much of the key public is
passionate about this issue and is craving
to have the opportunity to help and assist
the victims of sex trafficking. Another part
of the key public believes that this certain
issue can be daunting and dangerous,
which affects the way donors view the
organization remaining them latent.
Although this public wants to support and
comfort the victims, some organizations
do not have the resources to send its
volunteers to Lesotho and must remain
local with the Oklahoma Hope House.
Fundraisers are a key part of finances, and
without proper finances, BDS cannot
function properly
22
(interview, personal connection, October
21, 2017). Some key publics know about
the organization in Oklahoma because of
the expanded networking and
relationships BDS has made with all types
of associations. Therefore, BDS can offer
benefits to most of these publics through
mere involvement and donation.
Issues
Firstly, the researchers believed publics
were unaware of the organization,
causing an absence of donations and
volunteers. The researchers theorized that
if the key publics were aware of the
mission of the organization, the issue at
hand would be resolved. This hypothesis
was supported through survey and focus
group results: the public was not aware of
the organization. They did not know their
mission, but they were willing to learn
more about BDS (focus group, personal
communication, October 30, 2017.) Most
participants indicated although they were
not aware of Beautiful Dream Society they
supported their mission and would
donate when manageable. (focus group,
personal communication, October 30,
2017.)
 23

Key Publics
Research
Participants affirmed that they were stated they respected and would support
passionate about this issue and would do the organization if BDS increased their
more to support the organization if BDS communication and technology (focus
kept in better communication with the group, personal communication, October
public (focus group, personal 30, 2017).
communication, October 30, 2017). As stated previously, the key public
The overall issue indicated by both the indicated they thought little of the
survey and focus group data was BDS’s organization, as it did not directly affect
lack of social media presence and them currently. The researchers are
communicating their mission to a broader displeased with the results, although, their
public. As the results show in the BDS hypothesis seemed to be correct. BDS
coding book (see appendix), participants needs to broaden their public,
were not aware of the organization and communicate and reach out to the publics
lacked the information needed to get about their opportunities and mission in
involved. order to get key publics to support them.
Although the participants were not
Organization personally impacted by the lack of
support by the organization, this public
The researches understand that the
implied a willingness to step in and help
organization’s key publics have a high
the organization if only they gave a little in
impact on Beautiful Dream Society.
return. The participants stated they would
Without donors and volunteers, the
like to see more of how their donations
organization cannot properly run nor
impact the lives of the victims. (focus
continue its mission. Without financial
group, personal communication, October
donations, BDS would lack in funds and
30, 2017.)
disappoint their clients by not fulfilling the
obligation they promised. Although BDS
would have a positive impact on the key
public through constant communication
and updates, the key public must
first become aware of the organization
and its mission. Once the participants
were informed of the mission most

Key Publics
Research
Opinion
Research
Initially, the researchers hypothesized
that the public was unaware of Beautiful
Dream Society because of lack of
communication, social media presence
and lack of support for nonprofit
organizations. Using the data from
surveys and focus groups, the researchers
determined that their hypothesis was
correct. Most participants have never
heard of the organization or their
product/service (focus group, personal
communication, October 30, 2017).
Because of the lack of knowledge of BDS,
our key publics need to focus their efforts
on other nonprofits that have a high
communication record and are well
known.
This public is not actively seeking more
information on this topic or the
organization because of its lack
awareness. As stated previously
participants were not aware of the
organizations mission or any organization
with similar goals as BDS (focus group,
personal communication, October 30,
2017). Therefore, this public has no
relationship with the organization or trust.
24
Communication
Focus group data determined that the
public interviewed was not actively
seeking information about the
organization or its mission with human
trafficking. This is a reoccurring issue for
BDS because the lack of interest means
the organization needs to promote their
mission even stronger then most
nonprofit organizations. The participants
did mention that if the organization
communicated better with the public
about their opportunities to volunteer and
donate they would consider doing so
(focus group, personal communication,
October 30, 2017).
Worth noting, the participants
mentioned that they felt closer to other
nonprofits due to successful personal
communication channels and a larger
engagement in forms of social media
(focus group, personal connection,
October 30, 2017). This information is
beneficial for BDS because it shows a
positive success rate and engagement for
similar organizations.

Key Publics
Research
Demographics/
Psychographics
The average ages of BDS’s key publics
are very diverse. Starting at age 16,
teenagers are educated on the
importance of the buddy system and the
dangers of sex trafficking (Beautiful
Dream Society, 2017). They are taught
signs and what to do if they know
someone or are personally impacted by
this issue. The key publics are located in
Tulsa, Oklahoma City and surrounding
areas; these areas are our largest
populations of working publics with BDS.
Our key public is predominantly Christian
and involved within the church. Our key
public are from ages 18-45 and have at
least a high school diploma. BDS’s key
public has the patience and optimism to
help these victims get on their feet no
matter their story or background
(interview, personal connection, October
21, 2017). They are inspired by the
message but stay around for the
experience and the opportunity to witness
success and glee in the victims and in
Beautiful Dream Society.
25
Secondary
Research Summary
A majority of the sources are accredited
to primary sources including the
interviews and focus groups. Although
there are secondary resources, the data
output is limited. Unfortunately, this
creates a negative space in data because
it creates high level of bias in the data. It
would be beneficial to conduct further
research due to the high volume of
favoritism in our primary data. The
organization needs to create an analysis
that includes primary key public research
in order to reach a larger public to gain
more information on the true opinions of
the public. Focusing research in one area
increases the bias due to the lack of
diversity in participants. Specific data
collectors for this study included locally
distributed surveys, a content analysis of
Beautiful Dream Society, in-depth
interviews of internal publics and focus
groups of external publics.

Method I-
Interviews
Overview
The organization, situation and publics
research was missing more in-depth
information on Beautiful Dream Society,
due to the fact that the internet and other
scholarly articles could not offer this kind
of information. Therefore, conducting in-
depth interviews helped us discover in-
depth information about the nonprofit
organization through these one-on-one
discussions that were designed to provide
a more detailed picture of the
stakeholders, employees and volunteers
individual views about Beautiful Dream
Society.
The purpose of these interviews were to
advance the knowledge of the internal
environment in the BDS. This is a
qualitative probe into the knowledge,
attitudes and behaviors of the
stakeholders of BDS. Overall, we intended
to provide information about possible
improvements for the organization,
specifically in terms of their public
relations efforts.Our hypothesis is that we
will find more in-depth information on
BDS that only stakeholders and
employees could have that will allow us to
understand the non-profit organization
and find out ways to help it grow.
26
Data Collection
Methods
An in-depth interview is productive in a
lot of ways. It allows the interviewer and
interviewee to have a personal
connection, so that the right facts are
being told one-on-one rather than in a
larger group. It also helps to gather more
personal information about the target
audience and the company’s relations
with their employees.
Research and Marketing Strategies, Inc.
stated, "The advantage of IDIs over focus
groups include the following: Better
rapport. In a one-on-one setting, the
interviewer can devote complete
attention to each research participant,
listen actively and take time to establish
good rapport. Also, researchers can make
the surroundings more relaxing for
individual interviews" (George K, 2017).
Although most of the interviewees were
positive about their relationship and time
with BDS there were some bumps in the
road. One of the interviewees spent quite
a bit of time venting about the client,
which made it hard to pinpoint the exact
issue. One partcipant gave a lot of
information on several topics which made
it difficult to take notes. Most of the
interviews were online because of the
business of schedules between being a
student and having a career.

Method I-
Interviews
All interviews were performed over fact
time, ranging from 37 minutes to over an
hour. There were approximately 4
interviews. All were recorded while also
taking handwritten notes on important
subjects.
Sample
Interview subjects were sought out
based on connections to Beautiful Dream
Society. All subjects had worked for BDS
as a staff member, or they were on the
Board of Directors for the organization.
Each person had a deep understanding
and personal connection with BDS. The
subjects were found through Jennifer
Crow, Beautiful Dream Society’s founder.
Each were contacted via email, and they
were interviewed either in person or
through FaceTime. There were six
subjects, and they were all from Oklahoma
or Lesotho. Three of the subjects were
male, and three were female. Their ages
ranged from 24 to 56 years of age.
Interview Guide
The researchers began the interview
with a series of introductory questions to
get to know the interviewee more and
start building a relationship in order to
27
gain the best outcome of the interview.
The questions began with name and age
and ended with political and religious
preferences. These questions help us
understand the demographics to be able
to compare and contrast with
interviewees of other generations and
backgrounds.
Next, we moved into questions asking
interviewee about their thoughts on the
current successes and services provided
by Beautiful Dreams Society. These
questions were designed to get an
understanding of what employees and
volunteers see as good things happening
at BDS, as well as the feedback they get
from clients. After we got an
understanding of the internal opinions on
success and services, the researchers
started asking about the external issues
that impede with the vision and growth of
the nonprofit organization. Since we are
doing research on an organization mainly
centered out of Africa, it was hard for us to
have that general knowledge and provide
the research on other organizations and
groups in the area that are competing
with BDS services and growth. Asking
these questions really helped us
understand if our research platform needs
to be aware of other parties.
 28

Method I-
Interviews

The next few sections started to ask profit organization since their funds come
some questions that may be hard for the strictly from the communities and places
interviewee to answer out loud, but the they are working to improve.
the format they used to ask the questions The researchers ended the interview by
they were able to have some form of trust asking if the interviewee had anything to
from the employee or volunteer in order to add then expressed the appreciation of
gain the best answers to perform our their time and honesty. This is one of the
research to its full potential. most important aspects of an interview in
The last twenty questions asked the order to make follow-up calls, emails and
client about internal leadership and to have a good reputation for future
structure, the perception and awareness clients.
of BDS publics, and communication
within the organization and public.
Leadership and structure of an
organization is the core, and without a
strong core, organizations are not able to
perform to their full potential. So, once the
researchers learned how the internal
impediments operated, they were able to
start asking questions on the perception
of the organization to the public. It was
important that they learned about the
internal components first because most of
the time that has a lot to do with the
external components and reputation.
Lastly, they asked how those two
components worked together. It is
important for any organization to have
strong awareness and public
communication and especially for a non-

Method
II- Focus Groups
Overview
After conducting research for Beautiful
Dream Society, a focus group was the
next step to help determine the public’s
knowledge and perception of the
organization. A focus group helped show
the view from the outside public because
the in depth interviews only gave the
knowledge and perception of individuals
that have or are working with Beautiful
Dream Society. The research already
completed did not show what the general
public knew about BDS. The research
needed was to know the awareness the
public had of BDS, the knowledge of what
the organization does, as well as the
amount they have interacted with BDS on
and offline.
The purpose of this focus group was to
determine the general public’s
understanding and knowledge of BDS.
The use of the research was to capture the
idea that BDS is not well known to the
public on and offline and knowledge of
BDS and its effort is lacking in Oklahoma.
The research questions include
introductory questions and questions
about the services BDS provides, human
trafficking statistics in Oklahoma,
volunteering for nonprofits, donating to
nonprofits, connections to BDS,
29
knowledge of BDS’s stuffed animals, key
public perceptions, the individual’s
perception of BDS, communication from
BDS, as well as questions about the wants,
interests, needs, expectations and
benefits of the individuals. The
researchers’ hypothesis was that the
focus group would find more in-depth
information on BDS that only the general
public could have that will allow the
researchers to understand the nonprofit
organization and find out ways to help it
grow.
Data Collection
Method
Conducting a focus group allows
researchers to collect in-depth knowledge
on how participant’s attitudes, beliefs,
feelings, and opinions are on the topic of
human trafficking and the BDS
organization. Demographics for the
participants in the focus group varied in
age, year in college, gender, and beliefs.
On October 30, 2017, the researchers
conducted a focus group at a researcher's
house. It took about 55 minutes to do the
research. Seven participants took part in
the focus group. The researchers did

Method
II- Focus Groups
record the focus group to go back and
listen to the participants when
transcribing the data.
The researchers used characteristics
from “Overview of a Focus Group” chapter
when conducting the focus group, the
researchers had: (I) a small group of
people, who (2) possess certain
characteristics, (3) provide qualitative
data (4) in a focused discussion (5) to help
understand the topic of interest (Krueger,
Casey, 2015).
The researchers provided the
participants with a consent form to sign.
Before conducting the focus group, a
member of the research team explained
what the focus group was for and how
important it was to have well thought out
answers.
Sample
Six to twelve participants for each focus
group were decided upon for the
population of interest. The type of
sampling was Oklahoma residents and/or
possible donors of the nonprofit
organization. The technique was to find
out how much the participants knew
about BDS in order to get more
information on how the client can better
publicize and make the nonprofit
30
organization more well known in order to
receive more donations and awareness.
To learn more about the sample, the
researchers asked their date of birth, their
identified gender, their race and their
marital status. Also, the researchers asked
for information about their education,
income and employment.
However, as stated previously, resulting
participants were not defined within this
population of interest, which is
problematic to the organization. Overall,
the group’s characteristics were pretty
alike, with one Native American, and the
rest being white. Also, seven of which
were female and two males. All
participants feel within the age range of
19 to 22, a demographic in which only fits
one key public, the volunteers.
Focus Group Guide
For the introduction of the focus group,
the researchers began by introducing
themselves as researchers, thanked the
participants for their participation and
then asked the participants to introduce
themselves to each other. The researchers
then moved into some facts about
Beautiful Dream Society and the history of
the organization to provide the
participants some background