Tuscaloosa United
Public Relations Campaigns APR 433-320 Dr. Kenon Brown
Public Relations Campaigns APR 433-320 Instructor: Dr. Kenon Brown
Caitlin Vaiskaukas Bradley Trammell Sarah de Jong Lauren Treadway Jaycee Edmiston Kristian Corpuz
Executive Summary
Cerebral Palsy of West Alabama (UCPWA) opened in 1962 to support individuals with disabilities in West Alabama. In the 1990s, the organization received a grant allowing UCPWA to purchase the building in which it is currently located. The United organization is now outgrowing its facility and is being forced to turn potential clients away. There is very little awareness of the nonprofit throughout Tuscaloosa County. Due to this problem, UCPWA lacks funding to build a new facility and volunteers to support the organization.
From Redstone Agency’s research, it concluded that minimal awareness was due to lack of a social media plan, fundraising events and traditional public relations efforts. Gaining the support of church members, UA students, and business owners and managers through improved communication efforts provided more opportunities to recruit volunteers and increase donations, while also enhancing the public’s view of the organization. Redstone Agency’s goals were to establish awareness and a positive perception, and to create a sustaining fundraising and volunteer initiative for UCPWA in Tuscaloosa County.
In the agency’s short-term plan to target UA college students, it planned to increase awareness by 12 percent, from 28 percent to 40 percent, raise $1,000 in donations and sign up 100 student volunteers for its newsletter. Redstone used Facebook and Twitter to increase awareness of the organization by 50 percent. Through the social media platforms, it promoted UCPWA events, held a Facebook contest for its bar fundraiser and informed the audience about the nonprofit. The agency also distributed posters, press releases and public service announcements to promote UCPWA and its events. Overall, Redstone raised $1,731 in donations, 73 percent over its goal. It held the Spirits of Giving fundraiser at Topshelf Tavern, and restaurant fundraisers at Mellow Mushroom and Moe’s Original BBQ. One hundred sixteen students signed up for a volunteer newsletter, which will be distributed in January 2014. In order to sign up this many students for the newsletter, UCPWA had sign-up sheets at each event and used social media to persuade students to volunteer. Redstone Agency registered for UCPWA to become a sponsored nonprofit on SLPro and the Community Service Center website.
Redstone Agency’s long-term plan targets church members, business owners and managers, and UA college students. For churches and religious organizations, the agency plans to increase awareness by 21 percent, from 49 percent to 70 percent, acquire 5 organizations to participate in volunteer efforts, and raise $5,000 in donations. For UA students, it plans to increase awareness by 12 percent, from 78 percent to 90 percent, raise $6,000 in donations and acquire 25 consistent volunteers. For business owners and managers, the agency plans to increase awareness by 15 percent, from 65 percent to 80 percent, and gain 10 business partners.
UCPWA will continue utilizing Facebook and Twitter, as well as create Instagram and YouTube accounts. It will have an individual from UCPWA speak at religious services, provide information handouts and be included in weekly emails. It will also host an Easter egg hunt at a Tuscaloosa County Park to cater to church members. Businesses will sponsor the event. Songs for a Purpose, a summer music festival, will take place in July 2014. Friday and Saturday night concerts will cater to UA students, Saturday day concerts will cater to the church audience, and local businesses will sponsor the event. All events will be promoted through news releases, social media and fliers. UCPWA will place an ad in Tuscaloosa News for the event, as well. A relationship will be established with the UA Student Alumni Association and a newsletter will be sent out to all potential UCPWA volunteers. The nonprofit will work with the Tuscaloosa Chamber of Commerce to be a part of their weekly newsletter and provide business partner information kits to local businesses in hopes of working with them in the future.
II
Table of Contents
Title Page Preface I Executive Summary II Table of Contents III
Overview/Contact Information Ch. 1 - Introduction 1 Agency Profile /Member Biographies 2
Background Information Ch. 2 - Situation Analysis 5 Public Relations Audit 7 Target Market Analysis 11 Problem/Opportunity Analysis 13
Problem Statement/Goals/Theme Ch. 3 - Campaign Focus 15 Audience Profiles 16
Introduction Ch. 4 - Building a Relationship 20 Objectives, Strategies, Key Messages and Tactics 21
Introduction Ch. 5 - Connecting to the Community 25 Objectives, Strategies, Key Messages and Tactics 26
Budget Ch. 6 - Campaign Logistics 33 Short-Term Timeline 35 Long-Term Timeline 37
Appendices A: Reference List - 41 B: Demographics and Media Outlets - 43 C: Primary Research Instruments - 46 D: Audience Data Sheets - 50 E: Tactics - 64 F: Evaluation Research Instruments - 80 G: Contact Information - 83
III Introduction
Ch.Ch. 11 - -Introduction Introduction Overview
During the fall 2013 semester, Dr. Kenon A. Brown bestowed a very exciting responsibility upon six young public relations practitioners in his APR 433 campaigns class at The University of Alabama. UCPWA was in dire need of not only recognition for its cause, but a facelift for the organization. In response to this task, Caitlin Vaiskauskas, Brad Trammell, Sarah de Jong, Kristian Corpuz, Lauren Treadway and Jaycee Edmiston founded Redstone Agency. The agency is dedicated to not only raising awareness for UCPWA, but also igniting relationships between the organization and the Tuscaloosa community.
UCPWA Contact Information Erin Treadwell Development Coordinator United Cerebral Palsy of West Alabama [email protected] 205-345-3031 ext. 16 1100 UCP Parkway Northport, AL 35476
1 Introduction Agency Profile Redstone Agency is committed to pushing the limits of what a typical nonprofit organization would do to raise awareness and generate publicity. The main goal of Redstone Agency is to create a powerful campaign for UCPWA that can be implemented effectively, both short and long term. Member Biographies Caitlin Vaiskauskas serves as the Account Director of Redstone Agency. She oversaw the day-to-day operations of the agency and is the overall supervisor of the campaign. For the short-term campaign, Caitlin wrote the background section of the situation analysis, including UCPWA’s relationships with audiences and strategic communication plans. She also composed the strategy for the agency’s awareness and fundraising objectives, and served as the assistant copy editor for the short-term campaign proposal. She wrote and distributed news releases regarding the events held for UCPWA. For the long-term campaign proposal, Caitlin composed the strategy for the objectives for the business owners and managers audience. She is a senior at The University of Alabama studying public relations and psychology. Caitlin’s public relations internship experience includes working in the Public Relations and Marketing Department at Northside Hospital in Atlanta, Ga., in 2012 and in the Marketing Department at Alabama Credit Sarah de Jong serves as the Assistant Director of Research for Redstone Agency. Her Union in Tuscaloosa, Ala., in 2013. She has also served on the fundraising responsibilities included supervising the secondary research, primary and newsletter committees for the University’s Public Relations Student research and evaluation plans. Sarah was also in charge of planning the Society of America (PRSSA) chapter, as well as on the fundraising and situation analysis and audience profiles for the campaign report. For the public relations committees for UA’s Student Alumni Association. short-term campaign proposal, she was responsible for the target market analysis, internal environment section of the public relations audit and volunteer strategy. She wrote the strategy for the third objective and served as the copy editor for the short-term campaign plan. Sarah wrote the logistics and church member strategy for the long-term campaign, as well as designed the volunteer newsletter, church scripts and emails. She also wrote the executive summary. Sarah handled the evaluation of the short-term campaign and planned the evaluation for the long-term campaign. She is a senior at the University studying public relations and event management. Sarah is currently a contributing writer and editor for Platform Online Magazine and is a leasing agent for College Station Properties. She has previously worked as an intern for The Old Cigar Warehouse Event Hall and is a member of PRSSA.
2 Introduction
Bradley Trammell serves as the Assistant Director of Creative Design for Redstone Agency. His responsibilities include creating the visual identity system for the campaign, supervising the design of all communication materials and reports, and creating the layout for the final campaign book. For the short-term campaign proposal, he wrote the audience profile, conducted primary and secondary research, and designed the agency logo. For the long-term campaign, he designed and constructed the campaign book, wrote the audience profiles and assisted with the strategies and tactics. Bradley is a senior, double majoring in public relations and political science at the University. He works as a graphic design and public relations intern for the Druid City Garden Project. Bradley has worked in the service industry for more than ten years, most recently serving as general manager of Kozy’s fine dining restaurant in Tuscaloosa. Lauren Treadway is a senior at the University majoring in advertising and public relations, with a minor in computer science technologies. For both the short and long term campaign, Lauren was responsible for the overview, introduction, agency profile and social media tactics. Lauren organized and implemented the Spirits of Giving fundraising event, as well as the Mellow Mushroom restaurant night. She created relationships with fifteen sponsors that donated either gift certificates or merchandise to be raffled off at the Spirits of Giving fundraising event. Outside of this campaign, Lauren has interned for the Campus Special as an account executive and for the Corolla at The University of Alabama as the head of the public relations and advertising department. She has also managed several local businesses within the Tuscaloosa community including Harry’s, 4th and 23rd and Topshelf Tavern.
3 Introduction
Jaycee Edmiston is senior at the University majoring in public relations and psychology. Jaycee’s responsibilities for the short-term campaign proposal included writing the external environment section of the public relations audit, and assisting in the composition of the agency’s second objective strategy, fundraising. For the long-term campaign proposal, Jaycee composed the strategies for the three objectives of the first audience, students, created the business opportunities portion of the business kit and wrote the Student Alumni Association partnership letter. She is currently a media relations strategist at Capstone Agency, the University’s full-service and student-run public relations firm. Jaycee is also currently serving as the Director of Recruitment for the women’s fraternity Pi Beta Phi. Previously, she has worked as a customer service representative for Gameday Tents and Events and held a position as a public relations intern under Beverly Morgan, the public relations consultant for South Coast Plaza. Jaycee
also has experience with nonprofit service learning projects through her Kristian Corpuz is a senior at the University studying public relations and philosophy. For work with the Autism Society of Alabama where she developed campaign the short-term campaign proposal, Kristian was responsible for the public materials and advanced the organization’s initiatives. perception of the organization in the public relations audit and helped conduct primary and secondary research. For the long-term campaign proposal, Kristian designed posters and fliers for the Easter Egg Hunt and Songs for a Purpose, the proposed summer music festival. Kristian is cur- rently the public relations director for WVUA-FM. While at WVUA-FM started its official newsletter, acted as an on-air personality, and worked as the assistant social media director. He is also the music talent booker for Homegrown Alabama Farmers Market. He previously did promotional work for ATO Records street team for shows held in Tuscaloosa.
4 Situation Analysis
Ch.Ch. 22 - Situation- Situation Analysis Analysis
Background Information
UCPWA, formerly United Cerebral Palsy (UCP) of Tuscaloosa, opened in 1962 as a sub-affiliate to UCP of Birmingham (Appendix A, “Our History”). After breaking away from UCP of Birmingham in 1972, UCP of Tuscaloosa began supporting individuals with disabilities throughout West Alabama. It was not until the 1980s that the nonprofit’s name changed to UCPWA. In the 1990s, the organization received the Northport City grant by Think Foundation, allowing UCPWA to purchase the building in which it is currently located.
Beginning in 2000, the nonprofit implemented improved services for individuals with disabilities including hourly services, personal care and residential support. In 2010, the organization opened Helping Others Progress Equally (HOPE), a summer camp for children both with and without disabilities. Most recently, in 2013, UCPWA combined the program with its adult program to encompass both children and adults and run throughout the calendar year.
UCPWA’s mission is to create “opportunities for people with disabilities by providing a full array of services designed to promote independence, facilitate opportunities to exercise rights and empower people to live a quality and productive life” (“About Us”). The organization’s main focus is to provide services and support for people with various disabilities and to enable them to live as independently as possible.
The relationship between UCPWA and its members is strong due to its high retention rate. In fact, according to Development Coordinator Erin Treadwell, the nonprofit is being forced to turn away individuals that need care because there is not enough space in the current facility. Treadwell said that most of UCPWA’s funding comes from grants and Medicaid. Generally, few people donate to the organization. Currently, it seems as though the nonprofit lacks significant effort to recruit supporters from the Tuscaloosa County community.
Volunteers are another supporting relationship of the organization. One of UCPWA’s main problems is that it does not have enough consistent volunteers. Treadwell explained that only one permanent volunteer helps the organization daily. There are also only a small number of part-time volunteers that help with the day rehabilitation services.
In 2008, UCPWA developed a strategic plan for 2009 and 2010 (“Strategic Plan for 2008-2010”). At the time, the public relations
5 Situation Analysis
goal was “to increase community awareness of UCPWA, thereby increasing the agency’s visibility, recognition and contributions.” The plan consisted of three public relations objectives:
● To promote scope of agency (support area) and the various abilities supported
● To identify a ‘Champion for UCP,’ a highly visible individual or company to aid [their] cause
● To maintain and execute a marketing strategy
During this time, UCPWA had 17 sponsors; however, since then, it has lost a majority of this support, with the exception of its fair sponsors (“Strategic Plan for 2008-2010”). Because it is a large audience and support group for UCPWA, it would be in the organization’s best interest to create a strategic plan specifically around regaining its corporate sponsors.
UCPWA created a communication plan for the West Alabama State Fair and Exposition in 2010. The nonprofit’s goal in sponsoring this event was to regain the support and trust from the West Alabama community. For this particular event, the primary audiences were families with children who reside in West Alabama, along with additional event sponsors. The campaign objectives were to increase awareness of the nonprofit, to create a positive attitude toward UCPWA and to increase the state fair attendance (“UCPWA Communication Plan”). The tactics within the communication plan included fliers, utilization of Facebook and Twitter, an event webpage, brochures, billboards, print ads and setting up a booth at “Get on Board Day” at The University of Alabama. Some of the efforts used for this particular event should be incorporated into the regular activities of the organization, including its Facebook and Twitter usage, event website and print ads.
In 2013, UCPWA went through a rebranding period during which Treadwell joined the organization and took over the public relations efforts of the organization. During this time, the organization’s letterhead, logo, website and newsletter all went through changes. It also began its presence on three social media sites: Facebook, Twitter and Tumblr (UCPWA).
As of September 2013, Twitter page had only 22 followers and was following 70. The UCPWA Facebook page only had 123 likes and one event listed. While creating posts is part of the communication efforts, gaining “likes” on the page is another important effort. Posts will not be beneficial for the organization’s awareness and approval if the followers are not increased.
Finally, the UCPWA Tumblr page only had four posts: three from February and one from May (UCPWA, Tumblr). The page is a good idea as a strategy, but there needs to be regular use of the site and followers need to be established in order for it to be affective.
6 Situation Analysis
Public Relations Audit
Internal Environment UCPWA provides services to individuals with all different types of mental and physical disabilities (“About Us”). It is one of the few organizations in Tuscaloosa County that hosts both children and adults with a variety of disabilities.
A large majority of UCPWA’s media efforts have been focused on the West Alabama State Fair, which it sponsors each year, rather than raising awareness about the nonprofit in general. The Alabama State Fair, while a large fundraiser for the organization, does not provide enough media coverage for Tuscaloosa County residents to be aware of UCPWA. Also, almost all of UCPWA’s news releases are directed toward the fair and not the organization or its efforts.
In February, when UCPWA tried to rebrand in an effort to gain more awareness for its cause, it did not uphold the efforts regarding social media. The organization does not post on Twitter regularly, which is a big problem for a nonprofit. People need to hear about the nonprofit and what it does in order to want to donate. Before Redstone Agency posted on UCPWA’s behalf, the last tweet was posted by UCPWA was in June, only a few months after its first tweet. As a key social media outlet, the Twitter page needs to be more active and involved with audiences in order to be as effective as possible. A social media plan needs to be established and upheld.
The tweets on UCPWA’s page consisted of thanking different vendors, spotlighting employees and linking to its Facebook page. The organization did not tweet about upcoming events or about its variety of programs, however. UCPWA needs to tweet links to its website and other social media feeds to gain awareness on all outlets. It also needs to post what it is doing as an organization, as well as current fundraisers, member stories and program updates. UCPWA desperately needs to increase its followers and can do so with the extra media coverage.
The UCPWA Facebook page updates more regularly than the Twitter page. The main problem with the Facebook page, however, is that it does not post anything about its own organization. Almost every post links to another website or another article from an external source. UCPWA needs to provide more information about its efforts of Facebook. This will drive traffic to its website and its other social media outlets to increase awareness.
Before short-term implementation, there was only one event on Facebook listed for the nonprofit, a Yogurt Mountain fundraiser on June 6, 2013. Only eight people listed themselves as “attending” the event. In order to have a successful Facebook page or event, it needs to invite more people to the fundraisers and publicize them. UCPWA also needs to host more fundraisers in general.
7 Situation Analysis
The newsletter, implemented in February, can be improved as well. It is a step in the right direction that the organization started distributing a newsletter, but it needs to strengthen its efforts. There are many grammatical errors in the newsletter and it also has unnecessary articles. If the newsletter focused on improvements, involvement and fundraisers UCPWA would reach more people.
There are many internal impediments for UCPWA. Many Tuscaloosa County residents do not know about the organization, which can hurt the public relations efforts. Also, the organization does not have a large budget set aside for public relations.
Treadwell juggles many responsibilities and job titles within the organization, which can hinder the focus on public relations. While she handles the public relations for UCPWA to the best of her ability, she could use some assistance. Handling public relations for a nonprofit is a large task for one person to manage.
It is important that public relations efforts become a main focus of UCPWA because it needs to gain awareness and funding in order to grow. Many changes and improvements need to be made to UCPWA’s social media, news releases and fundraisers in order for it to be effective and get the donors the organization needs.
External Environment
There are more than 1.5 million nonprofit organizations in the United States (“Frequently Asked Questions”). At times, the nonprofit market can be saturated and with so many options, and a smaller nonprofit can lose donations to a larger, more established organization. This leads to an increasingly competitive external environment, where hard-earned government grants and public donations are harder to secure. UCPWA must overcome certain economic, political and social factors, and maximize others.
Since Medicaid is the major funding source of UCPWA, the organization is tied politically and bound to any legislation or lobbying that affects the health care or disability nonprofit industry. It is possible that fundraising efforts at UCPWA have been overlooked because it is focusing on administering top-notch services to those affected by a disability under what is covered by the client’s healthcare plan.
According to Redstone Agency’s survey, 35 percent of residents in Tuscaloosa County never donate to nonprofit organizations and 26 percent donate once a year or less (Appendix D). However, 29 percent of respondents answered that they donate to nonprofits several times a year. Those who donate several times a year said they typically donate in smaller amounts and they are most likely to donate with fundraising efforts spread throughout the year. UCPWA should focus on planning and implementing evenly spread events throughout the year.
UCPWA’s main supporters are those using its services and their families, members of the community who are affected with Cerebral
8 Situation Analysis
Palsy or other disabilities, volunteers and donors. For the people using the services, the programs can be life changing. Those with a family member, friend or acquaintance directly affected by a mental or physical disability will most likely be supportive of UCPWA and its initiatives.
Volunteers who give their time to benefit UCPWA members understand and wish to perpetuate the organization’s mission as well as the social responsibility of their work. Many of the donations come from donors who know someone that attends the UCPWA facility and utilize the services.
UCPWA can advertise its services that encompass all different disabilities, not just cerebral palsy, in order to make connections and build relationships with community members that are affected in some way. Fostering these connections will promote donations in the future.
UCPWA has several competitors who take away from its goal in both awareness and action (in the form of donations and volunteers). The main competitors for UCPWA include United Way of West Alabama, Eagle’s Wings, The Arc of Alabama and the Tuscaloosa Rise Center.
United Way Worldwide is a leadership and support organization that mobilizes around 1,800 community-based affiliates (“Our Work,” United Way). UCP as a national organization is a member of United Way Worldwide; However, United Way also has a West Alabama chapter (“About Us”). Approximately one-third of survey participants donate to United Way annually, the most out of any of the listed competitors. Due to the proximity and strong community ties of the West Alabama chapter, both volunteers and donations are going to United Way, potentially at the expense of UCPWA.
Eagle’s Wings, Inc. provides day habilitation services for adults with intellectual and physical disabilities (“Programs”). It owns more than 96 acres of land to help those with disabilities have residential care. The nonprofit has seven long-term business partners and six long-term donors that help the organization.
The Arc of Alabama is a large national community-based organization that serves and advocates people with intellectual and developmental disabilities and their families (“Who We Are”). This organization has more than 700 statewide and local chapters with the closest chapter residing in Montgomery, Ala. (“What We Do”). Like UCPWA, The Arc is also a volunteer-based organization that promotes independence and support among its members.
The Arc differs from UCPWA in that it participates in an annual convention, engages in advocacy and is a referral service. UCPWA could benefit from focusing on the promotion of its hands-on services over the referral services of The Arc of Alabama (“What We Do”). According to the survey, 12.8 percent of residents donate to The Arc. Although the closest chapter is located in Montgomery, the organization is very popular nationwide which could be appealing to potential donors.
The Tuscaloosa Rise Center, also referred to as the Rise School, is a very strong local competitor that does not stem from a national
9 Situation Analysis
organization. The program serves young children with physical disabilities from birth to 5 years old. The Rise School thrives because it is housed on The University of Alabama’s campus and serves as a practicum/internship site for more than 800 students (“Home”). Approximately 16 percent of respondents donate to the Rise School.
The school also has former Alabama football coach Gene Stallings’ name attached to it, as well as public support from current coach Nick Saban. UCPWA is undoubtedly losing volunteers to this center because of the prominence and proximity to the University campus. One way UCPWA can differentiate itself is to focus on the adult services that it provides. Since children are not the main focus of UCPWA, the Rise School could recommend graduates of its program to UCPWA, creating a great partnership for the future.
Public Perception UCPWA’s largest hurdle regarding public perception is a lack of recognition across Tuscaloosa County. UCPWA’s small amount of recognition often does not exceed beyond merely knowing the nonprofit’s name. Many of those who are aware of UCPWA as a nonprofit are unaware of the service-based programs that are offered for all physical and intellectual disabilities, not just those with Cerebral Palsy. A combined total of 66 percent of respondents are either unlikely or very unlikely to donate to a cause that they are not familiar with; however, 35 percent of people in Tuscaloosa County have heard about UCPWA, which provides a great baseline in order to gain more awareness. UCPWA’s goal to increase visibility should also reflect a desire for an increase in detailed and accurate information.
The nonprofit will benefit significantly from bolstering awareness within the community, especially in regards to provided services, gaining volunteers and increasing donations through extended efforts. According to Treadwell, the organization has a difficult time securing consistent volunteers, a situation that is likely indicative of low recognition or developed attitudes.
UCPWA has a strong reputation among those who have heard of the organization. According to the survey, 66 percent of people rated their perception of UCPWA as positive. Since reputation tends to follow an organization’s attempt to boost perception, added awareness efforts will positively translate to improved reputation. A potentially damaging factor toward UCPWA’s reputation could come from excessive turning away of clients. Due to the organization’s lack of media expansion and the means to expand as a nonprofit, clients who have been turned away may impact the organization’s reputation in a negative way. Clients may become disgruntled if there is an inconsistency or lack of treatment. Complaining clients may spread the word through the community that there are not enough resources for the nonprofit to operate appropriately, driving potential clients to other competitors. Although UCPWA’s facilities cannot physically hold every potential client, having them go to competitors means that donations and volunteerism may go with them.
10 Situation Analysis
Target Market Analysis
Tuscaloosa County consists of approximately 198,596 residents as of 2012. Tuscaloosa is the largest city in the county, with an estimated 93,000 residents, and is the sixth largest city in the state by population (The Chamber of Commerce of West Alabama). There was a two percent increase in population in Tuscaloosa County between April 1, 2010 and July 1, 2012. The median age of residents in the county is 31.2 years. Females comprise 51.6 percent of the population. The median age for females is 32.6 years and the median age for males is 29.9 years (United States Census Bureau).
Twenty-seven percent of the population is 19 years or younger and 33.3 percent (one-third) of the population is between the ages of 20 and 39. Those aged 40 to 59 comprise 23.6 percent of the population and residents older than 60 make up 15.7 percent of the population (United States Census Bureau).
Sixty-six percent of residents in Tuscaloosa County predominantly labeled themselves as white. African Americans are the second largest ethnic group, comprising 30.3 percent of inhabitants. Hispanics encompass the third largest ethnic group in the county, making up 3.2 percent of the population.
There are an average of 2.66 residents per household in Tuscaloosa County and more than 85,000 households. According to a survey conducted by the Census Bureau from 2007-2011, the homeownership rate is 63.8 percent. The median household income is $43,538 with a $22,449 per capita income. Per capita income is the total of all incomes divided by every man, woman and child in the area. The largest income range is from $50,000 to $75,000, which encompasses 17.8 percent of people in the county. The percentage of residents who live under the poverty line is 19.9 percent with 6.5 percent of the population listed as unemployed.
About four percent of residents are foreign born and 6.5 percent of people over the age of 5 speak a language other than English at home. Out of those residents who are 25 years old and older, 26 percent have a bachelor’s degree or higher. Eighty-five percent of people
11 Situation Analysis
in Tuscaloosa County who are older than 25 have at least a high school degree. Nearly a quarter of residents, however, are functionally illiterate.
More than 53 percent of residents claim to be religious. The largest denomination in the county is Southern Baptist, with 33.75 percent. The second largest group is Methodists, comprising 6.83 percent. Catholics, Pentecostals and Presbyterians make up less than two percent each of the population. Episcopalians makeup 0.94 percent of the population while Mormons, Jews, Muslims, Hindus and other eastern religions each make up less than one percent of the population (United States Census Bureau).
There are a vast number of media outlets in Tuscaloosa County. Many of them are broadcast from Birmingham, however. Appendix A provides an exhaustive list of the television, radio, newspaper and magazine outlets in the county.
The only truly local television station in Tuscaloosa County is WVUA-7, produced by The University of Alabama (“Local Media”). There are six television stations that are broadcast out of Birmingham, but have a Tuscaloosa bureau. There are over 20 radio stations whose reach extends to Tuscaloosa County. Seven local newspapers circulate in Tuscaloosa County, with two of those being online specific (“Media”). The Tuscaloosa News is the largest newspaper in the county, and The Crimson White and The Odyssey are student newspapers distributed through The University of Alabama. There are also six local magazines in the county (“Local Media”).
12 Situation Analysis
Problem/Opportunity Analysis
Problem 1: There is very little awareness of UCPWA throughout Tuscaloosa County.
Opportunity: Students are a large portion of the Tuscaloosa community, thus Redstone Agency sees a large opportunity to boost UCPWA awareness in this audience. According to Redstone Agency’s research, students believe they are active in the community, are inclined to attend local community events and are typically willing to consume alcoholic beverages at social events. With this information, there is an opportunity to host various social events to generate a greater awareness for UCPWA. Students are also more accepting of news and information retrieval via social media, along with radio and local newspapers.
Another impactful group of individuals within Tuscaloosa County is business owners and managers. Knowing this, it is important to create lasting relationships between UCPWA and business owners and managers. A large portion of Tuscaloosa business owners and managers has already heard of UCPWA; however, there is still room to grow. A key communication tool used by owners and managers are radio, social networking and local newspapers; thus, there is an opportunity to boost awareness.
The final target audience is religious organizations. Through research, Redstone Agency learned most members are supportive of community involvement, enjoy attending musical events and frequent locally-owned businesses. Redstone Agency sees a valuable opportunity in hosting concert-type events and local restaurant events to boost awareness in these members.
Problem 2: UCPWA lacks funding to build a new facility and continue supporting the individuals it serves.
Opportunity: Knowing that more than half of college students prefer to donate to organizations through social events, it is important to create events students will enjoy attending. Not only will it boost awareness, but it will also help increase funds.
Almost three-quarters of church members donate to nonprofits and a majority prefer to do so by attending a special event. It is ideal to host a musical event to boost the donations received from churches and religious organizations.
13 Situation Analysis
Problem 3: UCPWA lacks volunteers to help run and support the organization.
Opportunity: Two-thirds of students in Tuscaloosa are likely to volunteer for a nonprofit in this area. The primary reason students volunteer with an organization is due to a connection with a cause. Redstone Agency sees an opportunity to show this audience that there is a closer connection to UCPWA than they may currently think.
A majority of religious organization members are likely to volunteer for nonprofit organizations, with a personal connection being the leading cause. There is an opportunity here to recruit religious organizations to volunteer regularly for UCPWA, after seeing that everyone is somehow impacted by a disability.
Problem 4: UCPWA lacks a solid social media plan and usage.
Opportunity: With the growing prominence social media has in individuals’ lives, it is a prominent source for people to get news and updates. For example, more than 91 percent of students use Facebook and more than 75 percent use Twitter. With such a large number of people taking advantage of these tools, creating a lasting social media presence will help UCPWA connect to various Tuscaloosa County residents.
Problem 5: UCPWA lacks traditional communication efforts for its audiences.
Opportunity: Individuals find traditional news outlets to be most credible. It is important to utilize these resources regularly in order to build trust and maintain relationships with audiences, as well as take advantage of the wide range of social and mass media outlets available today.
14 Campaign Focus
Ch.Ch. 33 - -Campaign Campaign Focus Focus Problem Statement
Less than 30 percent of college students, 49 percent of church organizations and members, and 65 percent of business owners and managers in Tuscaloosa, Ala. have heard of UCPWA. From Redstone Agency’s research, it can conclude this minimal awareness is due to lack of a social media plan, fundraising events and traditional public relations efforts. Gaining the support of these audiences through improved communication efforts will provide more opportunities to gain volunteers and increase donations, while also enhancing the public’s perception of the organization.
Goals
1 Establish awareness and a positive perception of UCPWA in Tuscaloosa County. 2 Create a sustaining fundraising and volunteer initiative for UCPWA in Tuscaloosa County.
Theme
Build a positive relationship between the Tuscaloosa community and UCPWA.
15 Campaign Focus
Audience Profile
College Students Demographics, Psychographics and Personality Profile - The target audience for Redstone Agency’s short-term campaign is UA college students. As of 2013, The University of Alabama has a student body of 33,602 students (“Demographics”). Fifty-eight percent of those students are from Alabama, 55 percent are women, and 28 percent of the students belong to a sorority or fraternity. More than 79 percent of UA students are between 19 and 24 years old.
Through Redstone Agency’s primary research, it found that UA students are active in the community (M = 4.79) (Mean scores are out of 7. Higher scores means more people agreed with that particular statement). They are also inclined to attend musical events (M = 5.95) and attend local community events (M = 5.25) (Appendix D-2). Many UA students claim that they typically consume alcoholic beverages at social events (M = 5.55), and they prefer to support locally owned businesses (M = 5.69).
Public Relations Situation - According to Redstone Agency’s research, 29.9 percent donate once a year or less, and 27.2 percent of respondents donate several times a year. More than 52 percent prefer to donate through attending special events. The most preferred special events for UA students to attend are concerts (76.2 percent) and social events (68 percent). Thirty-eight percent of UA students prefer to donate via online donation methods. Eighty-one percent of UA students said they would be more involved with an organization that they have a personal connection with. Slightly less than 47 percent of students are inclined to donate out of a sense of accomplishment or pride. More than half (53.8 percent) of UA students donate less than $50 to nonprofits each year.
Redstone Agency found that UA students are even more generous with their time than with their money. Two-thirds of UA students in the area are likely to volunteer for a Tuscaloosa County nonprofit. Forty percent of UA students said they volunteer less than once a month, and 36 percent said they volunteer more than once a month. The agency found that 38.8 percent of UA students are required to volunteer for classes or organizations. The two leading factors contributing to how often a UA student will volunteer are a personal connection to the cause (80.3 percent) and a sense of accomplishment (59.2 percent). Most UA students said that they prefer to volunteer with someone they know (M = 5.68).
Relationship with the Organization - Only 27.9 percent of UA students have heard of UCPWA. Those who are familiar with the organization tend to have a positive association with the organization (M = 5.21). The students claim that they prefer to donate to nonprofits that benefit those with a handicap (M = 5.1). They also see those with disabilities as equals (M = 6.1). UA students also said they are inclined to purchase something if they know that the proceeds are going to a good cause (M = 6.04).
16 Campaign Focus
Communication Habits - UA students get most of their news and information from social networking (M = 6.46), friends/peers/ family (M = 6.26) and websites (M = 6.25). Email (M = 5.49) and radio (M = 5.12) are still highly utilized, but they are used less than the previous media outlets. Of more moderate frequency, but still frequently used, were local television news (M = 4.64), local newspapers (M = 4.12) and promotional materials (M = 4.01).
For UA students, social networking is the most utilized source for news. More than 91 percent of respondents use Facebook and two- thirds follow nonprofit organizations on Facebook. Twitter is the second most popular social networking site with 75.5 percent of UA students using the microblogging site, and almost half (47.6 percent) of the respondents follow nonprofits on Twitter.
The students’ most preferred methods of solicitation or contact from an organization are email (33.3 percent) and social media (22.4 percent). College students claim that they consider local television (M = 3.41) (Mean scores are out of 5. Higher scores means more people agreed with that statement.) and newspapers (M = 3.42) to be among the most trustworthy sources of news.
Business Owners & Managers Demographics, Psychographics and Personality Profile – Local business owners and managers are one of the target audiences for Redstone Agency’s long term campaign. West Alabama is home to many large and small businesses in many different industries. According to the West Alabama Chamber of Commerce, Tuscaloosa is one of the top ranked cities to start and grow a business.
Through Redstone Agency’s primary research, business owners and managers are moderately active in the community (M = 4.73) (Mean scores are out of 7. Higher scores mean more people agreed with the statement). They prefer to support locally owned businesses (M = 6.19) (Appendix D-1). They also enjoy attending musical events (M = 6.05) and local community events (M = 5.53).
Public Relations Situation – Almost half (48.3 percent) of the owners and managers donate several times a year to nonprofit organizations; 31.7 percent are possibly willing to donate to a nonprofit they have never heard of. Donating merchandise (35 percent) and money (31.7 percent) are their two most preferred forms of donation. Social events (67.7 percent), concerts (62.6 percent) and athletic events (57.6 percent) are their most preferred fundraising events. A personal connection to a cause (71.7 percent) is the biggest incentive to donate among this group.
Relationship with the Organization – A large percentage (65 percent) of the business owners and managers has heard of UCPWA. Those familiar with the organization have a generally positive opinion of it (M = 5.32). They are strongly inclined to purchase
17 Campaign Focus
something if the proceeds benefit a good cause (M = 6.10). They generally prefer to donate to nonprofits that benefit the disabled (M = 4.97) and are aware of the cost of disability services (M = 5.22).
Communication Habits – Business owners and managers get most of their news and information from websites (M = 6.08), friends/peers/family (M = 6.03) and radio (M = 5.81). Social networking (M = 5.58), national television news (M = 5.42) and local television news (M = 5.28) are still highly utilized, but they are used less than the previous media outlets. Of more moderate frequency, but still used, are email (M = 5.07), local newspapers (M = 4.52) and promotional materials (M = 4.07).
More than 83 percent of owners and managers use Facebook and 48.3 percent follow nonprofit organizations on Facebook. Twitter is the second most popular social networking site with 53.3 percent of respondents using the microblogging site, and 30 percent of the respondents follow nonprofits on Twitter.
The owners and managers’ most preferred methods of solicitation or contact from an organization are email (33.3 percent) and direct mail (13.3 percent). They consider local television news (M = 3.23) (Mean scores are out of 5. Higher scores mean more people agreed with that statement.) and local newspapers (M = 3.23) to be among the most trustworthy sources of news.
Churches and Religious Organizations Demographics, Psychographics and Personality Profile – One of the target audiences for Redstone Agency’s long term campaign is religious organization members. According to the Glenmary Research Center, more than 100,000 residents of Tuscaloosa County are members of a religious organization. In fact, Tuscaloosa is home to 311 different congregations. Seventy percent of the congregants identify as Evangelical Protestants. The next closest denominations are Black Protestant (14 percent), Mainline Protestant (12 percent) and Catholic (3 percent) (Appendix D-3).
Through Redstone Agency’s primary research, it was found that most church goers are actively involved in their community (M = 5.31) (Mean scores are out of 7. Higher scores mean more people agreed with the statement). They enjoy attending musical events (M = 6.05). They also prefer to patronize locally-owned businesses (M = 5.92) and attend local community events (M = 5.62).
Public Relations Situation – According to Redstone Agency’s research, most church-going respondents donate to nonprofits (62.5 percent) each year, many of whom donate several times a year (41.5 percent). When they do donate, the church members tend to donate generously. Only 28 percent said they donate $25 or less annually, while more than 31 percent donate between $100 and $500 annually. The
18 Campaign Focus
most preferred method of donation among this group is by attending a special event (54.2 percent). Online donation is second (35.6 percent), and donating through a religious organization is a close third (33.9 percent). A personal connection to a cause is the greatest driving force behind this group’s donation habits (73.7 percent). Their money being matched is a distant second (40.7 percent).
Redstone Agency found that the church members were likely to volunteer for a local nonprofit organization (62.7 percent). While a personal connection to the cause (69.5 percent) and a sense of accomplishment and pride (44.1 percent) were the two greatest reasons for volunteering, nearly a third of respondents said that social participation made them more inclined to volunteer (31.4 percent), and most of the respondents preferred to volunteer with someone they know (M = 5.84).
Relationship with the Organization – Nearly half (49.2 percent) of church-going respondents have heard of UCPWA. Those who have heard of the organization tend to have a positive association with the organization (M = 5.28). The respondents prefer to donate to nonprofit organizations that benefit the disabled (M = 5.36), and they see those with disabilities as equals (M = 6.11). They are also inclined to purchase something if they know that the proceeds to go a good cause (M = 6.2). There is some competition for this group, however, 38 percent of church-goers already donate to United Way, and 17.8 percent donate to Tuscaloosa RISE Center.
Communication Habits – Church members get most of their news and information from friends/peers/family (M = 6.29), social networking (M = 6.24) and websites (M = 6.22). Email (M = 5.88), radio (M = 5.82) and local television news (M = 5.52) are still highly utilized, but they are used less than the previous media outlets. Of more moderate frequency, but still regularly used, are national television news (M = 5.28), local newspapers (M = 4.83) and promotional materials (M = 4.47).
More than 86 percent of Tuscaloosa church members use Facebook and 60 percent follow nonprofit organizations on Facebook. Twitter is the second most popular social networking site with 62 percent of respondents using the microblogging site, and 42 percent of the respondents follow nonprofits on Twitter.
The students’ most preferred methods of solicitation or contact from an organization are email (28.8 percent) and social media (16.9 percent). The church-goers consider local television news (M = 3.57) (Mean scores are out of 5. Higher scores mean more people agreed with that statement.) and local newspapers (M = 3.55) to be among the most trustworthy sources of news.
19 Building a Relationship
Ch. 4 - Building a Relationship Between The Ch. 4 -University Building of Alabama aStudents Relationsh and UCPWA
Introduction
The overarching strategy for the short-term campaign was to target University of Alabama students to increase awareness, raise money and recruit volunteers for UCPWA. Redstone Agency found that more than 76 percent of students use Facebook or Twitter as their primary social media outlet. The agency took to the platforms in order to raise awareness about UCPWA and promote fundraising events. In order to evaluate the effectiveness of the awareness through the social media accounts, the agency used Klout and Facebook Insights. Through Facebook Insights, the agency found that its posts reached more than 4,000 people. UCPWA’s Klout score went from 24 to 44 out of a possible 100 due to the amount of Twitter mentions and followers, and Facebook post reaches (Appendix F). Redstone Agency also used a Qualtrics survey to measure awareness. It found that 78 percent of residents now are aware of UCPWA. Eighty percent of respondents heard of UCPWA or its events through social media and friends, family members, and peers. Radio, newspaper and TV outlets were also used to raise awareness in response to UA students believing these sources to be credible. Fifty-nine percent of UA students prefer to donate through special events. Redstone Agency held the Spirits of Giving fundraising event at Topshelf Tavern, where it sold $5 event cups for donations. It also held two restaurant nights, one at Moe’s Original BBQ and another at Mellow Mushroom. Redstone Agency raised $1,731 for UCPWA. The agency’s research also showed that 66 percent of UA students are likely to volunteer for nonprofit organizations. A sign-up sheet was at each event to allow people to sign up for the volunteer newsletter in 2014. Redstone Agency was able to recruit 116 students to sign up for the volunteer newsletter, in hopes of working with the nonprofit in the future.
20 Building a Relationship
Objectives, Strategies, Key Messages and Tactics
Objective 1: Increase awareness of UCPWA among UA college students in Tuscaloosa to 40 percent by Oct. 30, 2013
Key Message: Connect to a cause: physical and intellectual disabilities impact everyone
Objective 2: Raise $1,000 in donations from UA college students by Nov. 10, 2013
Key Message: Be the change you want to see in the world: Donate to UCPWA
Strategy: In September 2013, less than 28 percent of college students from The University of Alabama were aware of UCPWA and its efforts. UA students are an important part of the Tuscaloosa community, so it was vital that UCPWA have a strategic plan to increase awareness of the organization. A primary focus of Redstone Agency’s strategic plan encompassed social media platforms, as nearly 92 percent of UA students use Facebook and slightly more than 75 percent use Twitter. Since UCPWA already had Facebook and Twitter accounts, Redstone Agency utilized them to provide information on events and the organization itself (Appendix E, S-1). The agency members shared the posts through the Redstone Agency Facebook page, personal Facebook and Twitter accounts, and on UA Facebook groups to encourage students to like, follow and share as well.
According to the agency’s research, 59 percent of UA college students prefer to donate through special events. In order to generate awareness and donations, Redstone Agency planned three events: a bar event and two restaurant fundraisers. Students listed their second preferred method of donations as being through online websites, with 38 percent of UA students. Knowing this, Redstone Agency directed individuals to the donation page on UCPWA’s website.
Redstone Agency found that more than 76 percent of students prefer concert fundraising events and 68 percent prefer social events. In combining the two preferred methods together, the agency created Spirits of Giving. On Friday, Oct. 25, 2013, Spirits of Giving was held at Topshelf Tavern in downtown Tuscaloosa, where the band Plato Jones performed. The agency spoke to attendees about UCPWA and encouraged them to be long-term volunteers and donors. There were fliers and handouts placed throughout Topshelf Tavern which explained the different programs UCPWA has to offer.
A $5 Spirits of Giving event cup was available for purchase at the event as a donation to UCPWA. Students were encouraged to give a larger donation if they desired. Drink specials were available throughout the night with the purchase of the cup. The hashtag #SpiritsOfGiving was used before, during and after the event on both Facebook and Twitter (Appendix E, S-2). When students checked into the event using the event hashtag
21 Building a Relationship
on Facebook or Twitter, they were entered into the raffle a second time. Redstone Agency also hosted a separate Facebook contest for the event (Appendix E, S-3). UA students had the option to share the Spirits of Giving event page, and with each share, the user’s name was entered into the raffle a second time to win a gift card to a Tuscaloosa restaurant or store. Tropical Smoothie Cafè, The Locker Room, Chuck’s Fish, The Bear Trap and many more donated either gift cards or merchandise. The winners of the Facebook sharing contest were announced at the event.
Along with the bar night, Redstone Agency scheduled two different restaurant fundraisers in which UCPWA received a percentage of food sales on specific dates. The Mellow Mushroom restaurant night was on Thursday, Nov. 7, 2013, and UCPWA received 10 percent of food sales between 7 p.m. and 9 p.m. Moe’s Original BBQ also hosted a restaurant percentage day for UCPWA on Monday, Oct. 28, 2013. Again, 10 percent of food sales went to UCPWA. Social media posts regarding the restaurant events were also used.
Redstone Agency scheduled regular posts and tweets on Hootsuite regarding general information about UCPWA, events and donations (Appendix E, S-4). The agency set up a regular schedule of posts to help the organization maintain publicity on social media.
Since UA students find local television news stations, newspapers and radio to be most credible for gathering news around Tuscaloosa, a second focus of the strategy was to generate more UCPWA media coverage within the county. Redstone Agency composed and distributed news releases to Tuscaloosa News and The Crimson White (Appendix E, S-5). Through Redstone Agency’s research, it found the news outlets to be two most prominent in Tuscaloosa and easily accessible by UA students. These releases included information about the events and general UCPWA stories. Along with news releases, the agency distributed public service announcements to local radio stations, including WVUA-FM 90.7, WZBQ- FM 94.1 and WTXT-FM 98.1 (Appendix E, S-6).
A final plan to increase UCPWA awareness was to generate fliers and posters for the Spirits of Giving event, and the restaurant fundraisers at Mellow Mushroom and Moe’s Original BBQ (Appendix E, S-7). According to the agency’s survey, in terms of finding news, students moderately use various promotional fliers. These were posted around campus including in class buildings and sorority houses, as well as handed out to students in different locations on campus that students frequent.
Tactic 1: Created Facebook event pages for Spirits of Giving event Tactic 2: Generated hashtag #SpiritsForUCPWA and began using in Facebook posts and tweets regarding Spirits of Giving event Tactic 3: Created posts regarding Facebook event sharing contest for Spirits of Giving Tactic 4: Scheduled regular posts on Hootsuite for events and general information about UCPWA Tactic 5: Created and distributed press releases to local media about Redstone Agency’s events benefiting UCPWA and general UCPWA information
22 Building a Relationship
Tactic 6: Created and distributed public service announcements to Tuscaloosa radio stations about Redstone Agency’s events benefiting UCPWA and general UCPWA information
Tactic 7: Created and distributed fliers and posters regarding Spirits of Giving, Moe’s Original BBQ and Mellow Mushroom restaurant fundraisers
Objective 3: Sign up 100 UA college student volunteers in Tuscaloosa for UCPWA by Nov. 12, 2013
Key Message: Make your hours count: volunteer with UCPWA
Strategy: In order to gain 100 student volunteers for UCPWA, Redstone Agency implemented a variety of tactics to encourage students to sign up to volunteer with the nonprofit. According to Redstone Agency’s research, 66 percent of college students are likely to volunteer for a nonprofit in Tuscaloosa County. Eighty percent of UA students volunteer because they have a connection to the cause and 59 percent volunteer to gain a sense of accomplishment. Only 39 percent of students cite themselves as being required to do service hours for class. This shows that college students have an internal motivation to volunteer.
A volunteer newsletter will be created in 2014 and sent to those students who are willing to provide their email addresses and agree to volunteer (Appendix E, S-8). Redstone Agency created a volunteer newsletter sign-up sheet of students who are willing to volunteer with the organization in the future. The agency’s objective was to have at least 100 UA college students signed up for the volunteer newsletter by Nov. 12, 2013. Once the students receive the newsletter, they can then decide when they would like to volunteer with UCPWA.
There are many ways students can volunteer for UCPWA. The different areas of volunteer work include fundraising, events, programs, beautification, office assistance, and park and building maintenance (“Areas of Volunteerism”). In the newsletter, Redstone Agency will explain each volunteer position and clarify how each person will be able to involved with the specific areas.
In order to collect information from students, the agency had sign-up sheets at its fundraising events so attendees were able to sign up to be more involved with UCPWA. Redstone Agency used direct solicitation on the University’s quad and visited UA classes to encourage people to sign up for the newsletter. Other outlets used to gain volunteers included social media efforts and signups at each event hosted by Redstone.
Through Redstone Agency’s research, it found that 36 percent of students volunteer for nonprofits at least once a month. The agency utilized this by encouraging them to volunteer and helped the organization by establishing consistent volunteers.
23 Building a Relationship
Redstone Agency took advantage of students needing community service hours by getting UCPWA listed on The University of Alabama Community Service Center’s website (Appendix E, S-9). It also put UCPWA on Service Learning Pro (SLPro) so students can track their hours with the nonprofit on the website. Through the agency’s research, it found that most students prefer to volunteer with people they know. By using the Community Service Center and the newsletter, students can decide to volunteer for the organization with friends.
Tactic 8: Distributed volunteer email sign-up sheets at Redstone Agency the bar event and restaurant fundraisers for UCPWA Tactic 9: Became a “sponsored” nonprofit with the Community Service Center so students can use their volunteer hours toward service hours for class
Evaluation of Short-Term objectives: In order to prove that we raised awareness for UCPWA by 40 percent, Redstone Agency used cyberspace analysis. The agency used Facebook Insights to measure the reach and awareness for social media (Appendix F, E-7). Redstone’s Facebook page reached more than 4,000 people in various countries and its posts alone reached more than 2,500 people (Appendix F, E-1). Sixty-two percent of people who saw the posts were women (Appendix F, E-6). During the campaign, a total of 12,109 people saw posts regarding UCPWA or Redstone Agency, according to Facebook Insights (Appendix F, E-6). The agency also used the social media metric website, Klout, to measure and rate the effectiveness of the social media messages. UCPWA’s original Klout score was 24 (out of 100), but after Redstone Agency’s campaign the score almost doubled, rising to 44 (Appendix F, E-5).
The agency created an evaluation questionnaire through Qualtrics and distributed it at the end of the campaign. Seventy-eight percent of Tuscaloosa residents have heard of UCPWA. Overall, people’s perception of the organization is positive, 52 percent of respondents are likely to volunteer for and 62 percent are likely to donate to UCPWA. Redstone Agency found that more than 87 percent of respondents got their information about UCPWA events from friends, peers and family members, 93 percent from social networking and 53 percent from promotional materials.
Redstone Agency monitored how much money was raised by UA college students in a variety of ways. After Spirits of Giving, it counted how much money was raised that night alone. Spirits of Giving raised $957 through donations and selling of event cups. Also, Moe’s Original BBQ and Mellow Mushroom donated the proceeds from the restaurant nights to UCPWA. Redstone Agency raised $537 at Moe’s Original BBQ and $237 at Mellow Mushroom. Overall, Redstone Agency raised $1,731 for UCPWA in the short-term campaign.
In order to measure the amount of college students who signed up to receive information about volunteering for UCPWA, Redstone counted the number of volunteers we received on the sign-up sheets. We made it more than our goal and signed up 116 students who are willing and eager to volunteer for UCPWA.
24 Connecting to the Community
Ch.Ch. 55 - Connecting- Connecting to the Community to the Com
Introduction
Redstone Agency expanded its short-term strategy to encompass multiple audiences in the Tuscaloosa community. The primary audiences for the long-term plan are church and religious organizations, local business owners, and University of Alabama students. Redstone Agency will utilize multiple social media platforms including Facebook, Twitter, YouTube and Instagram in order to maximize its impact on the Tuscaloosa community. In an effort to recruit volunteers and build relationships with local business partners, promotional materials including fliers, posters, weekly and monthly emails, news releases, business kits and newsletters will be disbursed accordingly.
UCPWA’s Easter egg hunt will take place in March 2014 to engage church and religious organization members. Songs for a Purpose, a music festival, will take place during the summer. It will introduce bands of different genres to the community. The music festival will target all three audiences in order to raise awareness, recruit volunteers and raise donations. The second annual Spirits of Giving fundraising event at Topshelf Tavern will be held during October 2014. Along with these three events, restaurant fundraisers will be held throughout each month of the year to keep momentum high among the three target audiences and the message of UCPWA strong.
25 Connecting to the Community
Objectives, Strategies, Key Messages and Tactics
Churches and Religious Organizations/Members:
Objective 1 - To increase awareness of UCPWA among Tuscaloosa religious organization members to 70 percent
by June 30, 2014
Key Message - Connect to a cause: physical and intellectual disabilities impact everyone
Objective 2 - To acquire 5 religious organizations to participate in volunteer efforts for UCPWA by Dec. 31, 2014
Key Message - Lend a hand: Help the future
Strategy: Slightly more than 49 percent of Tuscaloosa church and religious members or organizations have heard of UCPWA. Thirty percent of Tuscaloosa residents consider themselves part of a religious organization in the county.
In order to increase awareness to 70 percent, UCPWA will use social media. According to Redstone Agency’s research, 86 percent of religious members use Facebook and 62 percent use Twitter. The organization will post updates on the two social media sites at least four times per week (Appendix E, L-1). The posts will comprise employee spotlights, news from inside the organization, promotions for events and volunteer opportunities.
Almost 50 percent of religious organization members use Instagram and 55 percent use YouTube. UCPWA will create and utilize new accounts on both of these media platforms to cater to the target audience and help increase awareness for the nonprofit. The Instagram account will document and share UCPWA’s day-to-day services with clients, fliers of events and event pictures, as well as connect with its volunteers, business partners and other followers through the platform’s mentions. YouTube will be used to post recap videos of events and volunteer work, inspirational videos of clients, and informational videos about the organization. Utilizing these social media platforms will also allow others to share various posts about UCPWA through their personal accounts.
Sixty-two percent of religious organization members are likely to volunteer with a nonprofit organization. UCPWA will provide
26 Connecting to the Community
informational inserts for church bulletins and emails (Appendix E, L-2). This will increase awareness for the organization as well as encourage members to volunteer with the nonprofit. The information will comprise volunteer opportunities, donation information and upcoming events. The organization will also speak about the quarterly volunteer days it will host for church members and encourage them to sign up (Appendix E, L-3).
UCPWA will also give each church a sign-up sheet for quarterly volunteer days (Appendix E, L-4). The organization will host the volunteer day to clean up the UCPWA grounds and facility. The days will be promoted on social media, restaurant nights and the concert festival.
According to the agency’s research, church members enjoy attending local community events. UCPWA will host an Easter egg hunt to raise awareness for disabilities and the organization. The hunt will take place at a Tuscaloosa County Park, such as The Park at Manderson Landing, and will be a family affair. Clients, employees and families of UCPWA are welcome to join as well as local church members in the community. Eggs will be hidden and children will be able to hunt for them as well as get a photograph with an Easter bunny, while learning about UCPWA. Businesses will sponsor the Easter egg hunt and will place their names on the eggs. The event will be promoted via posters, fliers, social media and church visits (Appendix E, L-5).
Tactic 1: Continue regular use of Facebook and Twitter, and create Instagram and YouTube accounts Tactic 2: Provide UCPWA informational handouts in church and religious organization bulletins and emails Tactic 3: Provide churches with volunteer sign-ups for quarterly volunteer days Tactic 4: Have an individual from UCPWA speak before religious services to inform attendees about UCPWA, volunteer dates and the Easter egg hunt
Tactic 5: Create fliers and posters for the Easter egg hunt
Objective 3 - To raise $5,000 in donations from religious organization members in Tuscaloosa by Dec. 31, 2014
Key Message - Be the change you want to see in the world: Donate to UCPWA
Strategy: According to Redstone Agency’s research, 64.2 percent of religious organization members prefer to donate through special events and 57.2 percent prefer to do so through concerts.
27 Connecting to the Community
UCPWA will host Songs for a Purpose, a summer music festival for Tuscaloosa County residents of all ages. It will feature a variety of bands, and will raise awareness and donations for the organization. The festival will be held at a Tuscaloosa County park. A UCPWA employee will visit churches to speak to members about the event. UCPWA will also email information to churches about events such as the summer music festival to put in their weekly newsletter. Also, the organization will make posters for the event (Appendix E, L-6). On Saturday, three family- friendly bands will play throughout the day. There will be activities for children such as face painting, bounce houses and crafts. Business vendors at the event will donate profits to UCPWA as well.
Additionally, UCPWA will host monthly restaurant nights on the second week of each month. The restaurants will be family-friendly and will cater to all target audiences. Restaurants such as Zoe’s Kitchen, Mellow Mushroom, Chipotle, Chick-fil-a and Moe’s Original BBQ would be restaurants to contact. Social media posts and various posters and fliers will detail and promote the music festival and all of the restaurant nights. The restaurant night posters will be version of the fliers and posters used during short-term implementation (refer to Appendix E, S-7 [L-7]).
UCPWA will work with churches to hold supply drives for the facility. The organization will compile a list of needed items such as pre- packaged snacks, craft supplies, paper supplies, etc. It will then provide churches with a container to place the donations in and a date that UCPWA will retrieve the container from the church or religious organization. It will promote this through church emails, pamphlets and handouts in the Sunday bulletins (Appendix E, L-8).
Tactic 6: Create Songs for a Purpose posters and fliers to promote the event Tactic 7: Create fliers to promote the restaurant nights Tactic 8: Provide fliers to churches for the supply drive
28 Connecting to the Community
Students:
Objective 1: To increase awareness of UCPWA among UA college students in Tuscaloosa to 90 percent by Sept. 30, 2014
Key message - Connect to a cause: physical and intellectual disabilities impact everyone
Objective 2: To raise $6,000 in donations from UA college students by Dec. 31, 2014
Key message - Be the change you wish to see in the world: Donate to UCPWA
Strategy: Less than 28 percent of UA college students are aware of UCPWA and its efforts. Students are an important and large part of the Tuscaloosa community, so it is vital that UCPWA develops a strategic plan to increase the awareness of the organization. For students in particular, a primary focus of the strategic plan encompasses social media platforms, as 92 percent of UA students use Facebook, 75 percent use Twitter, 69 percent use YouTube and 65 percent use Instagram.
According to Redstone Agency’s research, 59 percent of UA college students prefer to donate through special events. Preferred social events among this audience include concerts with 76 percent of respondents and social events with 68 percent. In order to generate awareness and donations, Redstone Agency will use Friday and Saturday nights of Songs for a Purpose to be directed toward college students by signing on bands that cater to the UA student demographic. UCPWA will also host a Second Annual Spirits of Giving event at Topshelf Tavern, with the possibility of partnering with more local bars that will honor both the event cup sales and the drink specials included in the purchase. Social media posts, fliers and posters will promote the Second Annual Spirits of Giving Event (Appendix E, L-9). Additionally, UCPWA will continue to host monthly restaurant nights with a portion of the proceeds benefiting the organization. UCPWA will maintain its relationship with Moe’s Original BBQ, which has shown interest in partnering again, as well as Mellow Mushroom, Steamers, Mugshots and Glory Bound.
Aside from social media platforms, UCPWA will utilize traditional media in targeting college students. Students find local television news stations, newspapers and radio to be most credible for gathering news around Tuscaloosa County. Sending out news releases frequently will generate more media coverage about UCPWA as a whole (Appendix E, L-10). These releases will include information about events and general information about the organization. Along with reaching out to local media, UCPWA will reach out to the Tuscaloosa News to garner donated ad space, or invest in ad space quarterly if donation is not an option (Appendix E, L-11).
29 Connecting to the Community
Tactic 9: Create Second Annual Spirits of Giving event posters and fliers Tactic 10: Send news releases to local media (newspapers, television stations, radio stations) regularly Tactic 11: Reach out to the Tuscaloosa News to donate/invest in ad space
Objective 3: To acquire 25 consistent UA volunteers by Dec. 31, 2014
Key message: Make your hours count: volunteer with UCPWA
Strategy: In order to gain 25 consistent UA volunteers, a variety of tactics will be implemented to encourage students to sign up to volunteer with the nonprofit. According to Redstone Agency’s research, 66 percent of college students are likely to volunteer for a nonprofit in Tuscaloosa County. Eighty percent of UA students volunteer because they have a connection to the cause and 59 percent volunteer to gain a sense of accomplishment. Only 39 percent of students cite themselves as being required to do service hours for class. This shows that college students have an internal motivation to volunteer; however, working with the University Registrar to encourage students in certain majors or classes to spend the hours they must complete with UCPWA will prove beneficial to the organization.
Since Redstone Agency already established UCPWA on SLPro during short-term implementation, it is important that UCPWA continues its relationship with the UA Community Service Center by participating in Get On Board Day in August. This event will provide UCPWA the opportunity to set up a booth and hand out the informational flier to students and receive sign-ups of those interested. UCPWA will also hold an informational meeting on campus after Get On Board Day for students that signed up to hear more about its mission and involvement opportunities, which will also solidify the organization’s relationship with UA’s Community Service Center. UCPWA will also use social media to promote that it is on SLPro and qualifies for student hours. Once UCPWA establishes a consistent relationship with a smaller volunteer group that can directly connect to the cause, this group can work to recruit and sign on other students or organizations that they are apart of.
UCPWA will establish a relationship with the UA Student Alumni Association via a written letter to secure volunteers for the point requirement they must fulfill in order to be a member (Appendix E, L-12). Creating and sending out a monthly newsletter will keep all of the potential volunteer outlets notified of volunteer opportunities with UCPWA (Appendix E, L-13). The newsletter will be sent out monthly via email and efforts will be made at all events to secure more signups for it.
Tactic 12: Establish a relationship with the UA Student Alumni Association via a written letter to participate in regular volunteer efforts Tactic 13: Create and send a monthly volunteer newsletter to those who previously signed up
30 Connecting to the Community
Business Owners/Managers:
Objective 1 - To increase awareness of UCPWA among Tuscaloosa business owners and managers to 80 percent by May 30, 2014
Key Message - Connect to a cause: physical and intellectual disabilities impact everyone
Objective 2 - To gain 10 Tuscaloosa business partners by Dec. 31, 2014
Key Message - Connect to a cause: physical and intellectual disabilities impact everyone
Strategy: With nearly half of all business owners and managers donating and supporting nonprofits several times a year, this gives UCPWA an opportunity to gain the steady support of this audience. Sixty-five percent of these individuals have previously heard of UCPWA. Increasing awareness, while also beginning and strengthening partnerships with these businesses, will help the organization out tremendously.
In order to simultaneously increase awareness and begin the partnership process with business owners and managers, Redstone Agency proposes to utilize a business kit filled with information on the organization as well as opportunities for the business to support UCPWA (Appendix E, L-14). The first page of the business kit will be a formal letter written to address the business owner and/or manager, briefly explaining UCPWA’s situation and the request for their support. Following this will be pages explaining what UCPWA is and programs it offers. In conclusion, there will be pages regarding potential opportunities the business has to participate in if agreed to partner with the organization. The business kit will initially be sent out to business owners and managers via email, as one-third of these individuals prefer this method of contact from an organization. The kits should be sent to businesses that have already donated to UCPWA through Redstone’s short-term campaign implementation, along with other businesses around Tuscaloosa. An individual from UCPWA will visit the businesses to discuss the information in the kit the week after they are sent out.
UCPWA will also reach out to this audience via the Tuscaloosa Chamber of Commerce weekly newsletter because a majority of members in this audience support fellow locally owned businesses. The organization will submit information to the chamber of commerce the last week of every month so UCPWA will be mentioned the first week of the following month. Included in this entry will be a contact for businesses to reach out to in order to find out more about partnering with the organization.
As mentioned previously, Redstone Agency proposes Songs for a Purpose, a summer music festival. Since almost 75 percent of business owners and managers prefer social events or concerts as fundraising events, UCPWA will reach out to both businesses that have previously supported the organization during the short-term implementation and new businesses to partner with the organization and help with the event.
31 Connecting to the Community
Businesses in Tuscaloosa will have the option to either donate to the event or set up at the event as a vendor. Information on how the business owners and members can get their restaurant or store involved will be included in the partnership business kits.
The businesses will also have the opportunity to partner with UCPWA for the Easter egg hunt. Businesses can choose to donate candy, plastic eggs, volunteers or money to help fund and run the event in exchange for the businesses’ logo to be included on some of the eggs hidden throughout the Tuscaloosa Riverwalk. This information will also be included in the business kits.
During short-term implementation, Redstone Agency set up two separate restaurant fundraisers with Moe’s Original BBQ and Mellow Mushroom at which a percentage of food sales went to UCPWA. Due to the great success of these events, UCPWA will set up a monthly restaurant night at different places around Tuscaloosa held on the second week of every month. Facebook and Twitter posts about the restaurant nights were the most effective promotions during short-term implementation; thus, the organization should incorporate social media into raising awareness for these events. Information on the fundraiser will also be included in the partnership business kits that are delivered.
The agency’s Spirits of Giving bar event opened up the doors for potential partnerships with UCPWA. With the additions to the next Spirits of Giving, businesses also have the opportunity to either donate to the raffle or join the event by recognizing the drink special opportunity for individuals attending the event and making the donation.
Finally, UCPWA should prepare a 2014 annual report to send out to the partnering businesses. This will allow the owners and managers to see what going on at the organization as well as the success of the events and why their support is vital.
Tactic 14: Email business partner information kits to businesses around Tuscaloosa
Long-Term Evaluation Methods
UCPWA will measure the increase of awareness for all target audiences by using social media metrics. By utilizing Klout, Facebook Metrics and Hootsuite Analytics, the organization will measure the effectiveness of its messages to all target audiences.
In order to evaluate the amount of money raised by UA college students, UCPWA will count the money received from donations. In order to evaluate whether UCPWA raised $5,000 in donations from local church and religious organization members, it will count the amount of money it raised after each event and compile the amount at the end of the year to get the total amount. To determine the number of business partners UCPWA has established, it will count the number of partners who have agreed to work with UCPWA in 2014.
The nonprofit will check the volunteer sign-in sheets to determine the number of students who are consistent in volunteering. The organization will also count the frequency of UA students who volunteer through SLPro. UCPWA will evaluate how many churches and religious organizations volunteered by counting the number of volunteers who attended the quarterly volunteer dates or the organizations who agreed to send volunteers on their own.
32 Campaign Logistics
Ch.Ch. 6 6 - Campaign- Campaign Logistics Logistics Budget
Implementation Budget:
Unit Price Quantity Subtotal Tax Total Gameday Athletics (Stadium Cups) $0.80 250 $200 $11 $211 Sanford Media Center (Fliers- 8.5 x 11) $0.05 100 $5 INC $5 Sanford Media Center (Posters- 11 X17) $0.05 60 $3 INC $3
Implementation Total Budget: $219
Donations:
Greene Beverage: Event banner Palm Beach Tan: $50 gift card, lotion and after tan Spiffy’s Car Wash: Two $20 gift cards
Gigi’s Cupcakes : Three $5gift cards Retro Chic: $20 gift card Roly Poly: $20 gift card
Chuck’s Fish: $25 gift card Ol’ Colony: $100 gift card FIG: $20 gift card
Mellow Mushroom: Two $25 gift card Private Gallery: necklace and earrings Tropical Smoothie Cafè: $25 gift card
The Locker Room: One t-shirt The Bear Trap: $25 gift card
The Trunk: $25 gift card CL Salon: $60 service and $10 boutique bracelet
33 Campaign Logistics
Proposed Budget:
UPS Store Unit Price Quantity Subtotal Posters (11x17) $0.45 500 $225 Promotional Fliers (8.5x11) $0.90 500 $450 Amazon Easter Eggs $11.80 3 (144/pack) $35.40 Kyle Office Supply Formal business paper (Business kit) Item #: EPSS041568 $19.89 2 (150/pack) $39.78 Folders (Business kit) Item #: ESS16651 $39.99 1 (50/box) $39.99 Tuscaloosa News Ad space $40.00 1 Ad-6 days $40.00
Proposed Budget Subtotal: $800.17 Tax (9%): $72.02 Proposed Budget Total: $872.19
Donations:
Summer Concert Festival Spirits of Giving
Restaurant donations Event Cups
Moon bounce (ABZ Rental) Easter Egg Hunt
Banners (Greene Beverage) Easter Bunny Costume
Spirits of Giving Cups Face paint, crafts Candy (from church drives)
34 Campaign Logistics
Short-Term Timetable
August 25 Situation analysis 2 Met with restaurant 27 Redstone Agency was completed owners to discuss fundraiser founded Visited businesses to request donations for 29 Initial client meeting 26 Audience profile, goals, themes and objectives for short- Spirits of Giving event term plan completed Ordered merchandise for Spirits of Giving event from Gameday Athletics 29 Planned events and fundraisers 3 Logistics and evaluation September completed for short-term 30 Strategies and tactics campaign 3 Completed secondary completed research 4-7 Visited businesses to 8 Finalized questionnaire request donations for Spirits of Giving event 9 Questionnaire launched 8 Short-term campaign October proposal due 23 Data collection for 1 Met with bar owners to questionnaire completed discuss event 9 Began creating Key messages for short- campaign tactics 24 Analyzed term campaign completed questionnaire data
35 Campaign Logistics
10 Campaign assessment 25 Spirits of Giving 12 Short-term and tactic evaluation event from implementation 10 p.m. to 2 a.m. completed 18 Began short-term campaign implementation 26 Began social media Began promotions for promotions for Moe’s Original UCPWA awareness in UA BBQ restaurant fundraiser college students Received all donations for 28 Moe’s Original BBQ Spirits of Giving event restaurant day
19 Began promotions for Spirits of Giving event 29 Began promotions Began social media for Mellow Mushroom promotion for Spirits of Giving restaurant night event Kristian manning the table at Spirits of Giving
22 Began promotions for Moe’s Original BBQ restaurant fundraiser November 7 Mellow Mushroom restaurant night from 7 p.m. to 9 p.m.
36 Campaign Logistics
Long-Term Timetable January February March Week 1 Create monthly Week 1 Create Instagram Week 1 Visit churches to put volunteer newsletter account information in their bulletins Begin planning spring restaurant Speak with churches about Send news release to local media nights quarterly volunteer dates about restaurant night Send news release to local media Send monthly volunteer newsletter about restaurant night Host local Week 2 Send monthly volunteer newsletter restaurant night Week 2 Host local restaurant Send monthly volunteer night newsletter Week 2 Host local restaurant Officially launch Instagram and Reach out to Chamber of Commerce night Youtube account about weekly newsletter Approach churches about volunteer dates Week 3 Utilize ad space with Week 3 Air time with The Tuscaloosa News Capstone radio station Week 3 Create YouTube Work with businesses to sponsor Send news release to newspapers account Easter Egg Hunt about upcoming events Email businesses the business kit to become partners Week 4 Establish a Week 4 Submit information relationship with student to Chamber of Commerce for Week 4 Spring volunteer day alumni association newsletter at organization with churches Submit information to Chamber of Submit information to Chamber of Commerce for newsletter Commerce for newsletter Follow up with businesses in person about business kit
37 Campaign Logistics
April May June Week 1 Begin Easter Egg Week 1 Begin planning Week 1 Analyze awareness of Hunt promotions summer restaurant nights Tuscaloosa business Send news release to local media Send news release to local media owners and managers about restaurant night about restaurant night Send news release to local media Send monthly volunteer newsletter Send monthly volunteer newsletter about restaurant night Send monthly volunteer newsletter Week 2 Host local restaurant Week 2 Host local restaurant night night Week 2 Host local restaurant night Summer volunteer day at Host Easter Egg Seek billboard space Week 3 Week 3 organization with churches hunt donations Continue social media updates Finalize event details Church supply drive Week 3 Week 4 for summer concert Submit information to Chamber of Submit information Week 4 Begin promotions for concert Commerce for newsletter to Chamber of Commerce for newsletter Week 4 Submit information to Chamber of Commerce for newsletter
38 Campaign Logistics
July August September Week 1 Analyze awareness Week 1 Begin planning Week 1 Fall volunteer day among church and religious fall/winter restaurant nights at organization for churches organizations Send news release to local media Send news release to local media Send news release to local media about restaurant night about restaurant night about restaurant night Send monthly volunteer newsletter Send monthly volunteer newsletter Send monthly volunteer newsletter Week 2 Host local restaurant Week 2 Host local restaurant Week 2 Host local night night restaurant night Send monthly volunteer newsletter Church supply drive Connect with UA Community Service center Week 3 Summer concert Week 3 Contact Spirits of weekend Giving’s businesses from last year Begin planning fall events for UA Week 3 Get students involved Begin promoting Spirits of students to volunteer with UCPWA at Giving, distribute news releases for Get-On-Board Day event Week 4 Submit information to Chamber of Commerce for Week 4 Submit information Week 4 Submit information newsletter to Chamber of Commerce for to Chamber of Commerce for newsletter newsletter
39 Campaign Logistics
October November December Week 1 Analyze awareness Week 1 Church supply drive Week 1 Winter volunteer day among UA college students Send news release to local media at organization for churches Send news release to local media about restaurant night Send news release to local media about restaurant night Send monthly volunteer newsletter about restaurant night Send monthly volunteer newsletter Send monthly volunteer newsletter Week 2 Host local restaurant Week 2 Host local restaurant night Week 2 Host local restaurant night night Send news release to local media Analyze donations Ask churches for about Spirits of Giving Week 3 holiday volunteers/donations Week 3 Analyze social media Week 3 Second Annual accounts Spirits of Giving event Measure number of business Submit information Week 4 partners to Chamber of Commerce for Week 4 Submit information newsletter to Chamber of Commerce for Week 4 Prepare annual report newsletter to give business partners Measure number of volunteers Submit information and annual report to Chamber of Commerce for newsletter
Patrons with their Spirits of Giving cups
40 Appendix A
AppendixAppendix A - ReferenceA - Reference List List
“About Us.” UCPWA. United Cerebral Palsy of West Alabama, n.d. Web. 30 Sept. 2013. “Areas of Volunteerism.” UCPWA. United Cerebral Palsy of West Alabama, n.d. Web. 1 Oct. 2013. “County Membership Report.” The ARDA. Association of Religion Data Archives, n.d. Web. 1 Nov. 2013. “Demographics.” Quick Facts. The University of Alabama, n.d. Web. 26 Sept. 2013. “Frequently Asked Questions.” Foundation Center. The Foundation Center, n.d. Web. 30 Sept. 2013. “Home.” The University of Alabama Rise School. The University of Alabama Rise School, n.d. 30 Sept. 2013. Hunter, Ivy, Kathryn Whatley, and Zarah Trinh. “UCPWA Communication Plan.” Web. 1 Oct. 2013. “Local Media.” Online Tuscaloosa. Online Tuscaloosa, n.d. Web. 25 Sept. 2013. “Media.” Tuscaloosa Web. Tuscaloosa Web, n.d. Web. 25 Sept. 2013. “Our History.” UCPWA. United Cerebral Palsy of West Alabama, n.d. Web. 30 Sept. 2013. “Our Work.” United Way. United Way Worldwide, n.d. Web. 30 Sept. 2013. “Programs.” Eagle’s Wings, Inc. Eagle’s Wings, Inc. n.d. Web. 11 Oct. 2013. “Radio Stations in Tuscaloosa, Alabama.” Radio-Locator. Theodric Technologies LLC, n.d. Web. 25 Sept. 2013.
41 Appendix A
“Strategic Plan for 2008-2010.” UCPWA. United Cerebral Palsy of West Alabama, n.d. Web. 30 Sept. 2013. The Chamber of Commerce of West Alabama. Tuscaloosa County Demographics. Tuscaloosa: 2013. Web. 26 Sept. 2013. “Tuscaloosa Alabama Local News Media.” Mondo Times. Mondo Code LLC, n.d. Web. 25 Sept. 2013. UCPWA (UCP_WA). Twitter.com. 4 Feb. 2013. Web. 1 Sept. 2013. UCPWA. United Cerebral Palsy of West Alabama. Web. 30 Sept. 2013. United States Census Bureau. State and County Quick Facts: Tuscaloosa County. 2013. Web. 29 Sept. 2013. United Cerebral Palsy of West Alabama. Facebook.com. 10 Dec. 2012. Web. 1 Sept. 2013. United Cerebral Palsy of West Alabama. Tumblr.com. 8 Feb. 2013. Web. 1 Sept. 2013. “Who We Are.” The Arc. The Arc, n.d. Web. 28 Sept. 2013. “What We Do.” The Arc. The Arc, n.d. Web. 30 Sept. 2013. “Yogurt Mountain Fundraiser.” United Cerebral Palsy of West Alabama. Facebook.com 6 June, 2013. Web. 30 Sept. 2013.
42 Appendix B
AppendixAppendix B - Demographics B - Demographics and Media Tuscaloosa Demographics
Tuscaloosa Population by Age Gender Distribution in Tuscaloosa Population
43 Appendix B
Religious Denominations in Tuscaloosa Ethnic Distribution in Tuscaloosa Population
Household Income in Tuscaloosa
44 Appendix B
Local Media Outlets
Radio Stations: Television Stations: Local Newspapers: Local Magazines:
WMFT-FM 88.9 WVUA7-TV Tuscaloosa News Tuscaloosa Magazine WVUA-FM 90.7 WBRC-FOX 6 TV Northport Gazette Kids Life Magazine WUAL-FM 91.5 WBIQ-PBS 10 TV The Crimson White Crimson Magazine WMBV 91.9 WVTM-NBC 13 TV The Odyssey Alabama Alumni Magazine WTUG-FM 92.9 WTTO-CW 21 TV The Planet Weekly Bama, Inside the Crimson Tide WZBQ-FM 94.1 WCFT-ABC 33/40 TV Latino Tuscaloosa Alabama Heritage Magazine WMXB-FM 96.9 WIAT-CBS 42 Tidesports.com WTXT-FM 98.1 AL.com/Tuscaloosa WDGM-FM 99.1 WTBC-FM 100.1 WMHZ-FM 100.9 WBEI-FM 101.7 WJRD-FM 102.1 WNPT-FM 102.9 WTUS-FM 103.3 WALJ-FM 105.1 WRTR-FM 105.9 WMHZ-FM 106.3 WBPT-FM 106.9 WGIB-FM 107.9 WTSK-AM 790 WJRD-AM 1150 WTBC AM 1230 Redstone Agency members at Spirits of Giving WWPG AM 1280 WACT-AM 1420
45 Appendix C
AppendixAppendix C - Primary C - Primary Research Instrument Resea
Qualtrics Survey Software https://az1.qualtrics.com/ControlPanel/Ajax.php?action=GetSu... Qualtrics Survey Software https://az1.qualtrics.com/ControlPanel/Ajax.php?action=GetSu...
If you donate money to nonprofit organizations, what are your preferred methods of donation? (Choose up to 3) Default Question Block Online (including Click-to-Donate) Direct Solicitation (being approached in public)
Direct Mail Electronic Funds Transfer (automatic deduction from paycheck)
Informed Consent Statement Text Messaging (Text-to-Donate) Special Events (fundraisers, auctions, etc.)
To the Participant: Point-of-Sale Solicitation (after completing a purchase) Call-In Donations
You have been invited to participate in a research project conducted by a senior-level public relations class at the University of Alabama on Through Religious Organizations behalf of United Cerebral Palsy of West Alabama (UCPWA).
Your participation in this study is voluntary. You may decline to participate without penalty, and if you decide to participate, you may withdraw from the study at anytime without penalty. If you withdraw before data collection is completed, your data will be returned to you or destroyed. From the following options, what would most likely encourage you to donate to a nonprofit? (Choose up to 3) Your complete identity will remain confidential and anonymous. No reference will be made in oral or written reports which could link participants Your money being matched Celebrity or prominent figure's endorsement to the study. The questionnaire will take approximately 15-20 minutes. The sense of accomplishment or pride Knowing what other donors are donating/competition among donors You must be 19 years of age to participate in this study. If you have any questions at any time about the study or the procedures, you may contact the supervising researcher, Dr. Kenon A. Brown, by mail at 414E Reese Phifer Hall, P.O. Box 870172, Tuscaloosa, AL 35487, or by A gift in exchange for a donation Deductions on taxes email at [email protected]. If you have questions about your rights as a participant, contact the Office of Research Compliance at (205) 348-8461. Having a personal connection to the cause Seasonal and holiday donation
Sponsoring a participant involved with programs Course credit
Receiving news coverage/news announcements Other (please specify)
Have you ever heard of United Cerebral Palsy of West Alabama (UCPWA)?
Yes How would you prefer to be contacted by a nonprofit organization for fundraising purposes?
No Phone Direct Solicitation (Face-to-Face) Email Text Message
Direct Mail I do not prefer to be contacted If you answered "yes" to the above question about UCPWA, what is your general perception of the organization? Social Media (Facebook, Twitter, etc.) Very Negative Negative Somewhat Negative Neutral Somewhat Positive Positive Very Positive
Which fundraising events are you most likely to participate? (Choose up to 3)
If you have heard of UCPWA, how have you received information about the organization(s)? Concerts
Websites Magazines and Trade Publications Contests and Auctions
Social Networking (Facebook, Twitter, etc.) Radio Online and Social Media Fundraisers
Local Television News Friends, Peers and Family Members Athletic Events (5k runs, tournaments, etc.)
National Television News Promotional Materials (flyers, posters, etc.) Door-to-Door and Community Fundraisers (bake sale, cake walk, car wash, etc.)
Local Newspapers Email Social Events (dinners, bar events, etc.)
National Newspapers Blogs and Message Boards
How much are you willing to donate to nonprofit organizations annually? I don't donate to How often do you donate to nonprofit organizations in Tuscaloosa County? nonprofits $1-$25 $26-$50 $51-$100 $101-$200 $201-$500 $501-$1,000 more than $1000 Once a Year or Several Times a More than Once a Never Less Year Once a Month 2-3 Times a Month Once a Week Week
If you are a business owner or manager, what are you most likely to donate to nonprofit organizations on behalf of your business? Other (please specify) How likely are you to donate to nonprofit organizations that you are not familiar with? Use of Facilities (allowing Monetary Donations Merchandise fundraising in-store) Use of Staff Very Unlikely Unlikely Somewhat Unlikely Undecided Somewhat Likely Likely Very Likely
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46 Appendix C
Qualtrics Survey Software https://az1.qualtrics.com/ControlPanel/Ajax.php?action=GetSu... Qualtrics Survey Software https://az1.qualtrics.com/ControlPanel/Ajax.php?action=GetSu...
Do you donate to any of the following organizations? How much do you agree with the following statements?
Yes No Neither Agree UCPWA Strongly Somewhat nor Somewhat Strongly Eagle's Wings Disagree Disagree Disagree Disagree Agree Agree Agree The ARC I am influenced by my peers and friends United Way I am actively involved in my community UCP of Greater Birmingham I enjoy attending musical events Tuscaloosa RISE Center I enjoy participating in sporting events I enjoy attending sporting events
I enjoy attending local community events How likely are you to volunteer for a nonprofit organization in Tuscaloosa County? I prefer to support locally-owned businesses Very Unlikely Unlikely Somewhat Unlikely Undecided Somewhat Likely Likely Very Likely I attend a local church or religious organization regularly I consume alcoholic beverages at social events I would be more inclined to purchase something if I knew the
Are you required by any classes or organizations to receive volunteer hours? money supported a good cause Yes I attend events for nonprofit organizations that I may not be
familiar with No I prefer volunteering with people I know I see those with disabilities as equals How often do you volunteer for nonprofit organizations in Tuscaloosa County? I am comfortable interacting with people with disabilities Never I am aware of the cost of disability services Less than Once a Month I prefer to donate to nonprofit organizations benefiting those with
disabilities Once a Month
2-3 Times a Month
Once a Week How often do you use the following sources of news and information? Less than 2-3 Times a Week Once a Once a 2-3 Times a Once a 2-3 Times a Daily Never Month Month Month Week Week Daily Websites Social Networking (Facebook, Twitter, etc.) From the following options, what would most likely encourage you to volunteer for a nonprofit? (Choose up to 3) Local Television News The sense of accomplishment or pride Competition among organizations/clubs National Television News Having a personal connection to the cause Holiday volunteering Local Newspapers Sponsoring a participant involved with programs Course credit National Newspapers
Receiving news coverage/news announcements Social participation Magazines and Trade Publications Radio Celebrity or prominent figure's participation Other (please specify) Friends, Peers and Family Members
Promotional Materials (flyers, posters, etc.) Email Blogs and Message Boards Mobile and Smartphone Alerts
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47 Appendix C
Qualtrics Survey Software https://az1.qualtrics.com/ControlPanel/Ajax.php?action=GetSu... Qualtrics Survey Software https://az1.qualtrics.com/ControlPanel/Ajax.php?action=GetSu...
How credible do you consider the following sources of news and information? Kenon A. Brown, Ph.D. Not at all Somewhat Extremely Assistant Professor Department of Advertising and Public Relations Credible Credible Credible Very Credible Credible
Websites About United Cerebral Palsy of West Alabama Social Networking (Facebook, Twitter, etc.) United Cerebral Palsy of West Alabama (UCPWA) is a nonprofit corporation that supports 16 counties throughout the West Alabama Local Television News community. Since it began in 1962, UCPWA has been committed to advancing the independence and productivity of individuals with disabilities. National Television News
Local Newspapers Over the last fifty years, UCPWA has expanded to include a full array of services for individuals with disabilities. At UCPWA, we serve children and adults, providing early intervention training, afternoon programs, therapeutic services, summer programs, respite support services and National Newspapers adult day habilitation. Magazines and Trade Publications Radio What is your gender? Friends, Peers and Family Members Male Promotional Materials (flyers, posters, etc.) Female Email Blogs and Message Boards Mobile and Smartphone Alerts What is your race/ethnicity? White/Caucasian African American Hispanic Asian Native American Pacific Islander Other
Which of the following social networking sites do you use? (Check all that apply)
Facebook Foursquare How old are you? Twitter Tumblr 19 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 or over Pinterest YouTube
Reddit Vine What is your current marital status? LinkedIn Google+ Single, never married Instagram Married
Divorced
Do you follow nonprofit organizations on any of the following social networking sites? (Check all that apply) Seperated
Facebook Foursquare Widowed
Twitter Tumblr Living w/ partner
Pinterest YouTube
Reddit Vine If you have kids, do any of them attend a junior high or high school in Tuscaloosa County?
LinkedIn Google+ Yes, I have kids that attend a local junior high school.
Instagram Yes, I have kids that attend a local high school. Yes, I have kids that attend a local junior high and a local high school.
No, I do not have kids that attend a local junior high or high school. To the Participant:
I want to thank you for participating in this study. The information that you provided in this questionnaire will help my students create an awareness and fundraising campaign for United Cerebral Palsy of West Alabama. As stated on the consent form, your participation in this study Do you teach or serve in an administrative role at a Tuscaloosa County high school? was voluntary, and your identity will remain confidential and anonymous. Yes
As a reminder, if you have any questions at any time about the study or the procedures, you may contact me by mail at 414E Reese Phifer Hall, No Box 870172, Tuscaloosa, AL 35487, or by email at [email protected]. If you have questions about your rights as a participant, contact the Office of Research Compliance at the University of Alabama at (205) 348-8461. If you wish to withdraw your participation from this study, inform the investigator at any time.
Please provide the following demographic and follow-up information and thank you once again for your participation.
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48 Appendix C
Qualtrics Survey Software https://az1.qualtrics.com/ControlPanel/Ajax.php?action=GetSu...
Do you attend a college or university in Tuscaloosa County (Univ. of Alabama, Shelton State CC or Stillman College)?
Yes, The University of Alabama
Yes, Shelton State CC
Yes, Stillman College
No
Do you own or manage a business (locally-owned or corporate) in Tuscaloosa County?
Yes
No
If you attend church or a religious organization on a regular basis, what is the name of your church?
On behalf of which agency from our PR Campaigns class did you complete this survey?
Emerald Agency
Redstone Agency
Homegrown PR
N/A
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49 Appendix D
AppendixAppendix D - Audience D - Audience Data Data Audience Data Summary – College Students
Demographic Information
• 147 of the 385 participants (38.2 percent) labeled themselves as college students
• Gender: 48 males (32.7 percent), 99 females (67.3 percent)
• Race: 130 White/Caucasian (88.4 percent), 10 African American (6.8 percent), 7 other (4.8 percent)
• Age: 116 were 19-24 years (78.9 percent), 20 were 25-34 years (13.6 percent), 9 were 35+ years (6.1 percent)
Awareness and Perception
• 41 college students (27.9 percent) have heard of UCPWA
• How did they receive information about UCPWA? – 27 students from friends/peers/family members, 11 from local television, 9 from social net- working, 8 from radio, 7 from promotional materials, 7 from websites
• Those that have heard of UCPWA generally rate the organization somewhat positive (M = 5.21 out of 7, SD = 1.306)
Fundraising Habits
• 51 students (34.7 percent) never donate to nonprofit organizations, 44 (29.9 percent) donate once a year or less, 40 (27.2 students) donate sever- al times a year
• 45 students (30.6 percent) are very unlikely to donate to a nonprofit that they are not familiar with, 49 (33.3 percent) are unlikely, 19 (12.9 percent) are somewhat unlikely, 29 (19.7 percent are undecided/somewhat likely
• Preferred methods of donation: Special Events (87 students, 59.2 percent); Online (56 students, 38.1 percent); Point of Sale Solicitation (39 students, 26.5 percent); Through Religious Organizations (33 students, 22.4 percent); Direct Solicitation (25 students, 17 percent)
50 Appendix D
• What would encourage students to donate? – Personal Connection to Cause (119 students, 81 percent); Sense of Accomplishment/Pride (69 students, 46.9 percent); Money Being Matched (63 students, 42.9 percent); Sponsoring Participants involved with Programs (43 students, 29.3 percent); Seasonal/Holiday Donations (33 students, 22.4 percent)
• Preferred methods of solicitation/contact for fundraising purposes: Email (49 students, 33.3 percent); Social Media (33 students, 22.4 percent); Do not prefer to be contacted (24 students, 16.3 percent)
• Preferred Fundraising Events: Concerts (112 students, 76.2 percent); Social Events (100 students, 68 percent); Athletic Events (86 students, 58.5 percent)
• Amount Willing to Donate Annually: $25 or less (53 students, 36.1 percent); $26-$50 (26 students, 17.7 percent); $51-$100 (30 students, 20.4 percent); $101-$200 (21 students, 14.3 percent)
• Biggest competitors: 30 students (20.4 percent) donate to United Way; 20 (13.6 donate to Tuscaloosa RISE Center; 6 (4.1 percent) donate to UCPWA
Volunteer Habits
• 97 students (66 percent) are likely to volunteer for a nonprofit organization in Tuscaloosa County
• 57 students (38.8 percent) are required by classes or organizations to receive volunteer hours
• 35 students (23.8 percent) never volunteer; 59 (40.1 percent) volunteer less than once a month; 53 (36 percent) volunteer once a month or more
• What would encourage students to volunteer? – Personal Connection to Cause (118 students, 80.3 percent); Sense of Accomplishment/Pride (87 students, 59.2 percent); Course Credit (47 students, 32 percent); Social Participation (44 students, 29.9 percent)
Attitudes, Values and Opinions
(Scores are out of 7; higher score means more students agreed with statement)
I am influenced by my peers and friends M = 4.85, SD = 1.51
I am actively involved in my community M = 4.79, SD = 1.43
51 Appendix D
I enjoy attending musical events M = 5.95, SD = 1.28
I enjoy participating in sporting events M = 5.53; SD = 1.62
I enjoy attending sporting events M = 6.12; SD = 1.14
I enjoy attending local community events M = 5.25; SD = 1.39
I prefer to support locally-owned businesses M = 5.69; SD = 1.31
I attend a local church/religious organization regularly M = 4.23; SD = 2.18
I consume alcoholic beverages at social events M = 5.55; SD = 1.75
I would be inclined to purchase something if I knew the money supported a good cause
M = 6.04; SD = 1.16
I attend events for nonprofit organizations that I may not be familiar with
M = 4.03; SD = 1.63
I prefer volunteering with people I know
M = 5.68; SD = 1.23
I see those with disabilities as equals
M = 6.1; SD = 1.19
I am comfortable interacting with people with disabilities
M = 5.87; SD = 1.31
I am aware of the cost of disability services
M = 4.92; SD = 1.85
I prefer to donate to nonprofit organizations benefiting those with disabilities
M = 5.1; SD = 1.37
52 Appendix D
Media Habits
News Media Consumption
(Scores are out of 7; higher score means students use medium more regularly)
Very Low Low Moderate High Very High National Newspa- Local Television Radio (5.12) Websites (6.25) pers (3.65) News (4.64) Magazines/Trade National Televi- Email (5.49) Social Networking Publications (3.57) sion News (4.82) (6.46) Blogs/Message Local Newspapers Friends/Peers/ Boards (3.5) (4.12) Family Members (6.26) Promotional Mate- rials (4.01) Mobile/Smart- phone Alerts (4.87)
News Media Credibility
(Scores are out of 5; higher score means students believe medium is more credible)
Not at All Credible Somewhat Credible Credible Very Credible Social Networking Websites (3.00) (2.57) Promotional Materi- Local Television News als (2.66) (3.41) Email (2.69) National Television News (3.57) Blogs/Message Local Newspapers Boards (2.17) (3.42) Mobile/Smartphone National Newspapers Alerts (2.83) (3.58) Magazines/Trade Pub- lications (3.03) Radio (3.15) Friends/Peers/Family Members (3.04)
53 Appendix D
Social Media Consumption
# of Students that Use Platform # of Students that follow non- profits on Platform Facebook 135 (91.8%) 98 (66.7%) Twitter 111 (75.5%) 70 (47.6%) Pinterest 85 (57.8%) 9 (6.1%) Reddit 18 (12.2%) 1 (0.7%) LinkedIn 60 (40.8%) 9 (6.1%) Instagram 96 (65.3%) 20 (13.6%) Foursquare 15 (10.2%) 1 (0.7%) Tumblr 21 (14.3%) 4 (2.7%) YouTube 101 (68.7%) 9 (6.1%) Vine 30 (20.4%) 5 (3.4%) Google+ 30 (20.4%) 3 (2%)
54 Appendix D
Audience Data Summary – Business Owners/Managers
Demographic Information
• 60 of the 385 participants (15.6 percent) identified themselves as Business Owners/Managers
• Gender: 35 males (58.3 percent), 25 females (41.7 percent)
• Race: 50 White/Caucasian (83.3 percent), 9 African American (15 percent), 1 Hispanic (1.7 percent)
• Age: 10 were 19-24 years (16.7 percent), 24 were 25-34 years (40 percent), 10 were 35-44 years (16.7 percent), 15 were 45+ years (25 percent)
• Marital Status: 33 were single (55 percent), 27 were married or living with partner (45 percent)
Awareness and Perception
• 39 Owners/Managers (65 percent) have heard of UCPWA
• How did they receive information about UCPWA? – 22 from friends/peers/family members, 10 from local television news, 9 from social networking
• Those that have heard of UCPWA generally rate the organization somewhat positive (M = 5.32 out of 7, SD = 1.213)
Fundraising Habits
• 29 Owners/Managers (48.3 percent) donate several times a year, 16 (26.7 percent) donate once a year or less
• 12 Owners/Managers (20 percent) are very unlikely to donate to a nonprofit that they are not familiar with, 21 (35 percent) are unlikely, 19 (31.7 percent) are undecided/somewhat likely
• 21 Owners/Managers (35 percent) are most likely to donate merchandise on behalf of the business, 19 (31.7 percent) are most likely to donate mon- ey, 11 (18.3 percent) are most likely to donate use of facilities
• What would encourage Owners/Managers to donate? – Personal Connection to Cause (43, 71.7 percent); Sense of Accomplishment/Pride (21, 35 percent); Money Being Matched (18, 30 percent); Sponsoring Participants involved with Programs (15, 25 percent); Tax Deductions (10, 16.7 per- cent)
55 Appendix D
• Preferred methods of solicitation/contact for fundraising purposes: Email (20, 33.3 percent); Do not prefer to be contacted (12, 20 percent); Direct Mail (8, 13.3 percent); Phone and Social Media (7 each, 11.7 percent each); Direct Solicitation (6, 10 percent)
• Preferred Fundraising Events: Social Events (67, 67.7 percent); Concerts (62, 62.6 percent); Athletic Events (57 Owners/Managers, 57.6 percent); Contests/Auctions (30, 30.3 percent)
Attitudes, Values and Opinions
(Scores are out of 7; higher score means more Owners/Managers agreed with statement)
I am influenced by my peers and friends M = 4.03, SD = 1.83
I am actively involved in my community M = 4.73, SD = 1.51
I enjoy attending musical events M = 6.05, SD = 1.17
I enjoy participating in sporting events M = 5.48; SD = 1.68
I enjoy attending sporting events M = 5.95; SD = 1.29
I enjoy attending local community events M = 5.53; SD = 1.17
I prefer to support locally-owned businesses M = 6.19; SD = 1.03
I attend a local church/religious organization regularly M = 4.42; SD = 2.12
I consume alcoholic beverages at social events M = 5.58; SD = 1.64
I would be inclined to purchase something if I knew the money supported a good cause
M = 6.10; SD = 0.90
I attend events for nonprofit organizations that I may not be familiar with
M = 3.67; SD = 1.55
I prefer volunteering with people I know
M = 5.07; SD = 1.39
56 Appendix D
I see those with disabilities as equals
M = 5.73; SD = 1.53
I am comfortable interacting with people with disabilities
M = 6.02; SD = 1.28
I am aware of the cost of disability services
M = 5.22; SD = 1.63
I prefer to donate to nonprofit organizations benefiting those with disabilities
M = 4.97; SD = 1.42
Media Habits
News Media Consumption
(Scores are out of 7; higher score means Owners/Managers use medium more regularly)
Very Low Low Moderate High Very High Blogs/Message Magazines/Trade National Televi- Websites (6.08) Boards (3.17) Publications (3.97) sion News (5.42) Mobile/Smartphone Email (5.07) Radio (5.81) Alerts (3.92) Local Newspapers Local Television Friends/Peers/Family (4.52) News (5.28) Members (6.03) Promotional Materi- Social Network- als (4.07) ing (5.58) National Newspa- pers (3.95)
57 Appendix D
News Media Credibility
(Scores are out of 5; higher score means Owners/Managers believe medium is more credible)
Not at All Credible Somewhat Credible Credible Very Credible Social Networking Friends/Peers/Family (2.25) Members (3.03) Promotional Materi- Local Television News als (2.58) (3.23) Email (2.44) National Television News (3.27) Blogs/Message Local Newspapers Boards (2.15) (3.23) Mobile/Smartphone National Newspapers Alerts (2.50) (3.25) Websites (2.62) Magazines/Trade Pub- lications (3.05) Radio (3.17)
Social Media Consumption
# of Owners/Managers that Use # of Owners/Managers that fol- Platform low nonprofits on Platform Facebook 50 (83.3%) 29 (48.3%) Twitter 32 (53.3%) 18 (30%) Pinterest 17 (28.3%) 2 (3.3%) Reddit 6 (10%) -- LinkedIn 17 (28.3%) 2 (3.3%) Instagram 23 (38.3%) 7 (11.7%) Foursquare 9 (15%) -- Tumblr 2 (3.3%) 1 (1.7%) YouTube 32 (53.3%) 4 (6.7%) Vine 11 (18.3%) 3 (5%) Google+ 19 (31.7%) 5 (8.3%)
58 Appendix D
Audience Data Summary – Churches and Religious Organizations
Demographic Information
• 118 of the 385 participants (30.6 percent) were considered highly identified church members.
• Gender: 39 males (33.1 percent), 99 females (64.4 percent)
• Race: 96 White/Caucasian (81.4 percent), 14 African American (11.9 percent), 5 other (4.1 percent)
• Age: 53 were 19-24 years (44.9 percent), 35 were 25-44 years (29.7 percent), 26 were 45+ years (22 percent)
• Marital Status: 51 were married or living with a partner (43.2 percent), 64 were single/divorced/separated (54.1 percent)
Awareness and Perception
• 58 church members (49.2 percent) have heard of UCPWA
• How did they receive information about UCPWA? – 29 church members from friends/peers/family members, 21 from local television, 13 from local newspapers, 12 from radio
• Those that have heard of UCPWA generally rate the organization somewhat positive (M = 5.28 out of 7, SD = 1.218)
Fundraising Habits
• 49 church members (41.5 percent) donate to nonprofits several times a year, 35 (29.7 percent) never donate, 26 (22 percent) donate once a year or less
• 39 church members (33.1 percent) are very unlikely to donate to a nonprofit that they are not familiar with, 34 (28.8 percent) are unlikely, 15 (12.7 percent) are somewhat unlikely, 26 (22.1 percent) are undecided/somewhat likely
• Preferred methods of donation: Special Events (64 church members, 54.2 percent); Online (42, 35.6 percent); Through Religious Organizations (40, 33.9 percent); Direct Mail (21, 17.8 percent); Point-of-Sale Solicitation (20, 16.9 percent)
• What would encourage church members to donate? – Personal Connection to Cause (87 church members, 73.7 percent); Money Being Matched (48, 40.7 percent); Sense of Accomplishment/Pride (38, 32.2 percent); Deductions on Taxes (36, 30.5 percent); Sponsoring Participants involved with Programs (32, 27.1 percent); Seasonal/Holiday Donations (28, 23.7 percent)
59 Appendix D
• Preferred methods of solicitation/contact for fundraising purposes: Email (34 church members, 28.8 percent); Social Media (20, 16.9 percent); Do not prefer to be contacted (20, 16.9 percent); Direct Mail (18, 15.3 percent)
• Preferred Fundraising Events: Social Events (76 church members, 64.4 percent); Concerts (68, 57.6 percent); Athletic Events (64, 54.2 percent)
• Amount Willing to Donate Annually: $25 or less (33 church members, 28 percent); $101-$200 (22, 18.6 percent); $51-$100 (16, 13.6 percent); $201- $500 (15, 12.7 percent)
• Biggest competitors: 45 church members (38.1 percent) donate to United Way; 21 (17.8 donate to Tuscaloosa RISE Center; 10 (8.5 percent) donate to UCPWA
Volunteer Habits
• 74 church members (62.7 percent) are likely to volunteer for a nonprofit organization in Tuscaloosa County
• 43 church members (36.4 percent) volunteer less than once a month; 37 (31.4 percent) volunteer less than once a month; 28 (23.8 percent) volun- teer once a month or more
• What would encourage church members to volunteer? – Personal Connection to Cause (82 church members, 69.5 percent); Sense of Accomplish- ment/Pride (52 church members, 44.1 percent); Social Participation (37 church members, 31.4 percent); Holiday Volunteering (24, 20.3 percent)
Attitudes, Values and Opinions
(Scores are out of 7; higher score means more church members agreed with statement)
I am influenced by my peers and friends M = 4.73, SD = 1.63
I am actively involved in my community M = 5.31, SD = 1.37
I enjoy attending musical events M = 6.05, SD = 1.28
I enjoy participating in sporting events M = 5.53; SD = 1.01
I enjoy attending sporting events M = 5.54; SD = 1.42
I enjoy attending local community events M = 5.62; SD = 1.14
I prefer to support locally-owned businesses M = 5.92; SD = 1.24
60 Appendix D
I attend a local church/religious organization regularly M = 6.56; SD = 0.5
I consume alcoholic beverages at social events M = 5.17; SD = 2.03
I would be inclined to purchase something if I knew the money supported a good cause
M = 6.2; SD = 0.96
I attend events for nonprofit organizations that I may not be familiar with
M = 4.23; SD = 1.73
I prefer volunteering with people I know
M = 5.84; SD = 1.1
I see those with disabilities as equals
M = 6.11; SD = 1.07
I am comfortable interacting with people with disabilities
M = 6.01; SD = 0.98
I am aware of the cost of disability services
M = 4.93; SD = 1.76
I prefer to donate to nonprofit organizations benefiting those with disabilities
M = 5.36; SD = 1.24
61 Appendix D
Media Habits
News Media Consumption
(Scores are out of 7; higher score means church members use medium more regularly)
Very Low Low Moderate High Very High Blogs/Message Mobile/Smartphone Radio (5.82) Websites (6.22) Boards (3.82) Alerts (4.92) Magazines/Trade National Newspa- Email (5.88) Social Networking Publications (3.83) pers (4.04) (6.24) Local Newspapers Local Television Friends/Peers/Family (4.83) News (5.52) Members (6.29) Promotional Materi- National Televi- als (4.47) sion News (5.28)
News Media Credibility
(Scores are out of 5; higher score means church members believe medium is more credible)
Not at All Credible Somewhat Credible Credible Very Credible Social Networking Friends/Peers/Family (2.58) Members (3.25) Promotional Materi- Local Television News als (2.82) (3.57) Email (2.83) National Television News (3.63) Blogs/Message Local Newspapers Boards (2.33) (3.55) Mobile/Smartphone National Newspapers Alerts (2.85) (3.54) Websites (2.90) Magazines/Trade Pub- lications (3.06) Radio (3.32)
62 Appendix D
Social Media Consumption
# of Church members that Use # of Church members that follow Platform nonprofits on Platform Facebook 102 (86.4%) 71 (60.2%) Twitter 73 (61.9%) 50 (42.4%) Pinterest 57 (48.3%) 8 (6.8%) Reddit 6 (5.1%) 1 (0.8%) LinkedIn 32 (27.1%) 3 (2.5%) Instagram 58 (49.2%) 19 (16.1%) Foursquare 4 (3.4%) -- Tumblr 10 (8.5%) 3 (2.5%) YouTube 65 (55.1%) 9 (7.6%) Vine 33 (28%) 6 (5.1%) Google+ 36 (30.5%) 7 (5.9%)
63 Appendix E
AppendixAppendix E - Tactics E - Tactics
S1 - Spirits of Giving Facebook Event S2 (a) - Spirits of Giving on Facebook
64 Appendix E
S2 (b) - Twitter Hashtags
S3 (a) - Facebook Shares S3 (b) - Facebook Post
65 Appendix E
S4 - Social Media Calendar
Week 1: Oct. 18 - 24
Day Date Time Outlet and Copy: Photo Video Link Other (Y/N) (Y/N) (Y/N) (Y/N) Friday Oct. 18 Facebook: N N Y N 1. Check out UCPWA’s newly 10:00 a.m. designed website @ http://www.ucpwa.org! Lend a hand and help a future! Look us up on Twitter @UCP_WA
2. Did you know Alabama has the 6:00 p.m. second highest disability rate in the U.S.? Make a difference today by volunteering or donating @ N N Y N www.ucpwa.org
Twitter: 2:00 p.m. 1. See how UCPWA is helping your N N Y N community! Knowledge is power! www.ucpwa.org #UCPWA Saturday Oct. 19 Facebook: N N Y N 10:00 a.m. 1. If you know someone affected by a disability, see how you can get involved @ http://www.ucpwa.org/volunteer Don’t miss out on the opportunity to change someone’s life! Pay it forward!
12:00 p.m. 2. What did you do today? Go to the N N Y N This is the first page of the gym? Meet a friend for lunch? Walk short-term Social Media to class? There are thousands of people around you who don’t have Calendar. The rest of the those everyday luxuries. Learn how Calendar can be viewed in the you can start giving back to your Resource Files.
66 Appendix E
S5 (a) - Restaurant Nights Press Release S5 (b) - Spirits of Giving Press Release
FOR IMMEDIATE RELEASE FOR IMMEDIATE RELEASE OCTOBER 21, 2013 OCTOBER 21, 2013
MEDIA CONTACT: MEDIA CONTACT: Caitlin Vaiskauskas Caitlin Vaiskauskas Account Director, Redstone Agency Account Director, Redstone Agency 770-617-0021 770-617-0021 [email protected] [email protected]
UNITED CEREBRAL PALSY OF WEST ALABAMA TO HOST TWO RESTAURANT SPIRITS OF GIVING EVENT TO BENEFIT UNITED CERBRAL PALSY OF WEST FUNDRAISERS ALABAMA
TUSCALOOSA, Ala.—Redstone Agency, a student-run agency at The University of Alabama, TUSCALOOSA, Ala.—On Friday, Oct. 25, 2013, Redstone Agency, a student-run agency at is hosting two restaurant fundraisers benefitting United Cerebral Palsy of West Alabama The University of Alabama, is throwing the Spirits of Giving bar event benefitting United (UCPWA) on Monday, Oct. 28, 2013, and Thursday, Nov. 7, 2013. Cerebral Palsy of West Alabama (UCPWA) at Topshelf Tavern in downtown Tuscaloosa.
UCPWA provides services for individuals throughout West Alabama with various physical and Redstone Agency’s Spirits of Giving will last between 10 p.m. and 2 a.m. with live music, fun intellectual disabilities. Without the community’s support, UCPWA would be unable to provide and drinks. A $5 game day event cup will be available for purchase as a donation to UCPWA, encouragement and services for these individuals. with drink specials available all night.
“As a nonprofit, a majority of our funding comes from outside donors,” Development To help attract patrons from around Tuscaloosa, various gift cards from Chucks, The Bear Trap, Coordinator of UCPWA Erin Treadwell said. “The community’s support at UCPWA fundraisers Ol’ Colony and more will be raffled off at the night of the event. In order to be included in the provides the organization the means to continue its services and to increase the number of raffle, individuals must share the Facebook event page with friends; another opportunity for a individuals it is able to serve as well.” name submission will be at the event, by checking in on Facebook and using the hashtag “#SpiritsForUCPWA.” The first restaurant fundraiser for the organization is at Moe’s Original BBQ on Monday, Oct. 28, 2013. All day long, 10 percent of food purchases will go to UCPWA. On Thursday, Nov. 7, UCPWA serves 16 counties throughout West Alabama, providing services and programs for 2013, between 7 and 9 p.m., Mellow Mushroom is holding the second fundraiser and will donate individuals with various physical and intellectual disabilities. Currently, the organization’s 10 percent of food purchases to UCPWA as well. efforts are going towards fundraising in order to obtain a larger facility to provide a greater number of individuals the opportunity to take part in its programs. Knowing the impact The “We are so excited to have Moe’s BBQ and Mellow Mushroom help our agency boost awareness University of Alabama students have on the Tuscaloosa community, UCPWA is reaching out to for UCPWA,” Account Director of Redstone Agency Caitlin Vaiskauskas said. “Every college them in hopes of establishing a lasting, supportive relationship. student needs a good meal, so why not help support a local nonprofit at the same time?” “We are expecting a great turn out from The University of Alabama students,” said Erin -30- Treadwell, development coordinator of UCPWA. “It’s exciting to see people having a good time while also supporting an organization that provides so much for many people throughout West About UCPWA: Alabama.” Serving more than 600 individuals with disabilities in West Alabama, UCPWA strives to create -30- opportunities for people with disabilities by providing a full array of services designed to promote independence, facilitate opportunities to exercise rights and empower people to live a About UCPWA: quality and productive life. Serving more than 600 individuals with disabilities in West Alabama, UCPWA strives to create opportunities for people with disabilities by providing a full array of services designed to promote independence, facilitate opportunities to exercise rights and empower people to live a quality and productive life.
67 Appendix E
S6 - Spirits of Giving PSA S7 (a) - Spirits of Giving Poster
United Cerebral Palsy of
Public Service Announcement West Alabama (:15) United Cerebral Palsy of West Alabama is teaming up with U-A’s Redstone Agency to wants your support. Every th host the Spirits of Giving bar event at Topshelf on October 25 between 10 p.m. and 2 a.m. You one of our lives is impacted will have a chance to win prizes such as gift cards from Ol’ Colony, Chucks and much more. by someone with a disability. For more information find us on Facebook or follow on Twitter (At) U-C-P (Underscore) W-A. Whether it is a sibling, friend, neighbor or a niece, we all care about someone who needs a (:25) United Cerebral Palsy of West Alabama is teaming up with The University of Alabama’s little extra love. UCPWA cares Redstone Agency to host the Spirits of Giving bar event at Topshelf Tavern in downtown for adults and children with a Tuscaloosa. The event will be held October twenty fifth between 10 p.m. and 2 a.m. A special wide range of disabilities. And five dollar event cup will be available as a donation as well as a chance to win various gift cards now it is your chance to show how much you appreciate the to businesses such as Ol’ Colony, Chucks, and much more. All proceeds will go to United wonderful services UCPWA Cerebral Palsy of West Alabama. For more information visit our Facebook at www dot provides to our community! facebook dot com (slash) U-C-P-W-A or follow on Twitter (At) U-C-P (Underscore) W-A.
General Information:
• Spirits of Giving bar event is Oct. 25, 2013 at Topshelf Tavern • Redstone Agency is an agency formed out of Dr. Kenon Brown’s PR Campaigns class at Connect to a cause with UCPWA at The University of Alabama o Agency Members: Caitlin Vaiskauskas, Brad Trammell, Sarah de Jong, Kristian Corpuz, Lauren Treadway, Jaycee Edmiston • United Cerebral Palsy of West Alabama (UCPWA) is a non-profit based in Tuscaloosa, Live music by Spirits of Giving Alabama. It is an affiliate of United Cerebral Palsy and is dedicated to creating Life Without Limits for people with cerebral palsy and other disabilities. Friday, Oct. 25 at Topshelf Tavern 10 p.m. - 2 a.m. 407 23rd Ave • DONATION INCENTIVE: Purchasing a $5 event cup opens up drink specials. “Like” Tuscaloosa, AL 35401 UCPWA on Facebook and share the event to be entered in a drawing for a chance to win various gift cards from Chucks, Gigi’s Cupcakes, Ol’ Colony and more. All Proceeds Benefit United Cerebral Palsy of West Alabama • Social Media Contact: A $5 donation will get you a Spirits of Giving cup and an exclusive drink special o Twitter: @UCP_WA all night! o Facebook: Facebook.com/ucpwa You will be entered into a gift card raffle when you check in at the event on Facebook or share our hashtag, #SpiritsofUCPWA, on Twitter!
Like and share the event on Facebook, facebook.com/SpiritsofGiving, and follow us on Twitter, @SpiritsofGiving to enter your name in multiple drawings for giftcards and other prizes (from Mellow Mushroom, Retro Chic, Private Gallery, The Bear Trap, CL Salon, Spiffy’s Car Wash, Bama Dining, Wilhagan’s, Gigi’s Cupcakes, Chuck’s, Ol’ Colony, The Bear Trap, Palm Beach Tan, The Locker Room, The Trunk and Bama Fever) (winners will be announced at the event, must be present to claim prize)!
68 Appendix E
S7 (b) - Spirits of Giving Halloween Poster
S7 (c) - Moe’s Restaurant Night Poster
wants your support. Every one of our lives is United Cerebral impacted by someone with a disability. Whether it is a sibling, friend, neighbor or a niece, we all care about someone who needs a little extra love. Palsy of UCPWA cares for adults and children with a wide range of disabilities. And now it is your chance to show how much you appreciate the wonderful West Alabama services UCPWA provides to our community!
Connect to a cause with UCPWA at Spirits of Giving Live music by Friday, Oct. 25 at Topshelf Tavern 10 p.m. - 2 a.m. 407 23rd Ave Tuscaloosa, AL 35401 All Proceeds Benefit United Cerebral Palsy of West Alabama
A $5 donation will get you a Spirits of Giving cup and an exclusive drink special all night! You will be entered into a gift card raffle when you check in at the event on Facebook or share our hashtag, #SpiritsofUCPWA, on Twitter!
Like and share the event on Facebook, facebook.com/SpiritsofGiving, and follow us on Twitter, @SpiritsofGiving to enter your name in multiple drawings for giftcards to and other prizes (from Mellow Mushroom, Retro Chic, Private Gallery, The Bear Trap, CL Salon, Spiffy’s Car Wash, Bama Dining, Wilhagan’s, Gigi’s Cupcakes, Chuck’s, Ol’ Colony, The Bear Trap, The Locker Room, The Trunk and Bama Fever Gigi’s Cupcakes, Chuck’s, Ol’ Colony, The Bear Trap and Bama Fever) (winners will be announced at the event, must be present to claim prize)!
69 Appendix E
S7 (d) - Mellow Mushroom S8 - Volunteer Newsletter Email list Restaurant Night Poster United Cerebral Palsy of West Alabama wants your support. Every one of our lives is impacted by someone with a disability. Whether it is a sibling, friend, neighbor or a niece, we all care about someone who needs a little extra love. UCPWA cares for adults and children with a wide range of disabilities. And now it is your chance to show how much you appreciate the wonderful services UCPWA provides to our community!
Connect to a cause with UCPWA by joining us at
2230 University Blvd, Mellow Mushroom Tuscaloosa, AL 35401 Thursday, Nov. 7 From 7 p.m. to 9 p.m. 10 percent of all food sales will be donated to UCPWA! With your help, alongside Mellow Mushroom’s, we can make a difference in the lives of those in our community who need help the most!
This is a sample of the emails we received from students for the Volunteer newsletter. The rest of the emails can be viewed in the Resource Files.
70 Appendix E
S9 (a) - SLPro Instructions
S9 (b) - SLPro Confirmation
HOW TO USE Service Learning Pro:
How to create an SL Pro profile if your organization does not currently have a profile: 1. Go to http://slpro.ua.edu. 2. Click on “Information” in the Community Partner box. 3. Complete a brief profile form for your organization and click “submit” 4. You can now exit the system. You will receive an email from an SL Pro administrator when your organization is approved. 5. Once your organization is approved, you can log into SL Pro using the username and password you selected to access your agency’s profile. Follow the instructions below to log back into SL Pro.
How to log into your organization’s SL Pro profile: 1. Go to http://slpro.ua.edu 2. Click on “Login” in the Community Partner box. 3. When directed to the control panel page, enter your username and password. If you forget your username and password, please email [email protected]. 4. Once you log in, you will be directed to your organization’s homepage.
Once inside your organization’s profile: 1. From your homepage, you can add, edit, and manage all volunteer projects your organization has posted. Students can browse and register for your agency’s projects through their own SL Pro profiles. 2. When a student registers for a service project with your agency, the student will be listed in the “roster” for that project. Authorized users may access an uptodate student roster in SL Pro at any point, where they can verify student hours. An authorized user also needs to check all rosters periodically for new signups. 3. From the Control Panel, partners may also search for and request class matches (partnerships with faculty and students in academic courses at UA), complete student assessments, and confirm
This is a sample page of the SLPro instructions for Community Partners. The rest of the document can be viewed in the Resource Files.
71 Appendix E
L2 - Informational Handout
L1 - Social Media Calendar United Cerebral Palsy of West AL serves members with intellectual, physical, and developmental disabilities.
FACEBOOK AUDIENCE EVENT CONTENT Churches/Religious Easter Egg Hunt Come celebrate new ● UCPWA operates a day habilitation S10 - Donation Request Form Organizations beginnings with us @ the program, hourly support services, UCPWA Easter egg hunt! evening programs for children and adults, Have a very bunny day! summer camp, respite and childcare instruction. ● Need the perfect eggs-cuse to eat some chocolate? Come check out UCPWA’s Easter egg hunt! There’s no better During the Adult Day Habilitation way to spend your program, the members learn basic Sunday! living and hygiene skills, participate in music and touch therapy, exercise, use classroom computers and discuss current events.
Summer Concert ● Get your family together To Whom It May Concern: Series and come out to the Songs for a Purpose During the Camp Hope programs, the Redstone Agency, on behalf of United Cerebral Palsy of West Alabama (UCPWA), is requesting donations from members create beautiful arts and music festival to show crafts, discuss current events, go on field local businesses for the Spirits of Giving event on Oct. 25, 2013 at Topshelf Tavern in downtown Tuscaloosa. your support for trips in the community, use the park, Donations, preferably in the form of a gift certificate, will be raffled off at the event throughout the evening. UCPWA! Lots of vendors play games and listen to music. The event begins at 10 p.m. and ends at 2 a.m. Live music and drink specials, along with the raffle, will be with yummy food and available all night. Your donation in this event will generate awareness for your business in the form of social games for the kids! media, posters, fliers and PSA’s. Your donation will also help assist our agency in raising both awareness and Come listen to some music, eat some good financial support for UCPWA. food and give back to In order to receive day and hourly your community! support services from UCPWA, you UCPWA is a nonprofit affiliate of United Cerebral Palsy that supports 16 counties throughout the West Alabama must be eligible for services through the Alabama Department of Mental Health community. The organization is dedicated to creating a life without limits to individuals with disabilities. and Intellectual Disabilities. To seek UCPWA is dedicated to building a community in which all people are empowered to advance their indepen- Restaurant Nights ● Come show your eligibility you must contact the Alabama dence, productivity and inclusion within their community. support for UCPWA by Department of Mental Health Call Center eating out at your at 1-800-361-4491. Your involvement with UCPWA is greatly appreciated. With the help of our community, and in particular the favorite restaurants! We will be hosting several local businesses throughout the area, we will be able to build a better world for the individuals that UCPWA fundraisers at the most supports. popular restaurants around town! A portion On behalf of Redstone Agency and UCPWA, thank you for your time and consideration. of food sales will be donated to UCPWA and all you have to do it eat! Sincerely, UA College Students Summer Concert ● Make sure to come listen United Cerebral Palsy of West Alabama
1100 UCP Parkway Phone: 205-345-3031 Lauren Treadway Northport, AL 35476 Fax: 205-345-3035 Redstone Agency This is the first page of the 256-468-0131 long-term campaign Social www.UCPWA.org www.facebook.com/UCPWA @UCP_WA Media Calendar. The rest of the Calendar can be viewed in the Resource Files.
72 Appendix E
L3 - Church Talking Points
Information Talking Points: L4 - Church Member Volunteer Sign-up ● UCPWA is not only for those with Cerebral Palsy, it helps children and adults with all kinds of disabilities ● Speak about Camp Hope for children and adults ● Speak about Day Habilitation ● UCPWA is outgrowing its facility and needs your help so it doesn’t have to turn people away Volunteer Talking Points: ● Encourage them to volunteer with the facility ○ during the quarterly volunteer day ○ or just sign up to volunteer in general ● UCPWA doesn’t have consistent volunteers, but needs them ● Even a few hours a week helps ● Can help in a variety of areas (and explain them) Event Talking Points: ● Easter Egg Hunt ○ Come hang out with UCPWA at Tuscaloosa River Walk! ○ Take your picture with the Easter Bunny ○ Free, family event ● Summer Concert Festival ○ Spend the day with us Saturday at Tuscaloosa Amphitheater ○ Fun events for kids (Moon Bounce, face painting, etc.) ○ Familyfriendly bands ○ Vendors there with food, crafts ○ All proceeds from tickets go to UCPWA ■ Support a great cause and have a familyfilled day ● Restaurant Nights ○ A portion of the proceeds go to UCPWA ○ There are different restaurants each month, so don’t worry if you can’t make it to this one!
73 Appendix E
L5 (a) - Easter Egg Hunt Poster
L6 (a) - Songs for a Purpose Cross Poster
Benefitting
Snow Hinton Park Friday & Saturday, July 18 & 19 Songs for a Purpose Summer Concert Festival
Friday Saturday
6:00 - Andrew Rutherford 2:00 - Andy Hall 7:00 - Mike London 3:30 - James Blankenship 8:00 - CBDB 5:00 - The Smokin’ J’s L5 (b) - Easter Egg Hunt Flier 9:00 - Jonathan Stephens Trio 7:00 - Soul Tide 9:00 - Plato Jones
Order Tickets online at www. ucpwa.org/news-events/Summer- Concert www.tuscaloosaamphitheater.com or call 800.745.3000
Be the change you want to see in the world! Support UCPWA by joining us for a weekend of family entertainment.
74 Appendix E
L6 (b) - Songs for a Purpose College Poster
United Cerebral Palsy of West Alabama presents SongsSongsForFor aa PurposePurpose L8 - Supply Drive Flier Music Change the Be you want world; in the to see donate to UCPWA! SummerSummer Music United Cerebral Palsy FestivalFestival of West Alabama Tuscaloosa Park July 18 & 19 Supply Drive UCPWA needs supplies, and you can help! Please donate any of the following supplies that you are able.
Office Supplies Plato Jones CBDB Craft Supplies Pre-packaged Snacks
Jonathan Stephens trio Sports Equipment
Board Games
Soul Tide Mike London Paper Supplies
Smokin j’s Andy Hall Place any donations in the UCPWA bin located at your church. A UCPWA representative will pick up the donations at the conclusion of the drive. James Blankenship Thank you for your support!
Andrew Rutherford For more information about UCPWA visit UCPWA.org + +
Be the change you want to see in the world! Support UCPWA by joining us for a weekend of family entertainment. Order Tickets online at www. ucpwa.org/news-events/Summer-Concert
75 Appendix E
L10 (a) - Easter Egg Hunt News Release
News Release
FOR IMMEDIATE RELEASE L10 (b) - Restaurant Nights News Release Date
MEDIA CONTACT Erin Treadwell Development Coordinator 205-345-3031, ext. 16 [email protected]
UNITED CEREBRAL PALSY TO HOST EASTER EGG HUNT FOR TUSCALOOSA RESIDENTS FOR IMMEDIATE RELEASE TUSCALOOSA, Ala.— With the support of local businesses around the Tuscaloosa area, United OCTOBER 21, 2013 Cerebral Palsy of West Alabama (UCPWA) will host an Easter Egg Hunt at the Tuscaloosa Riverwalk on Saturday, April 19, 2014, at 10 a.m. MEDIA CONTACT: Caitlin Vaiskauskas UCPWA invites Tuscaloosa families to come out on Saturday and celebrate the holiday hunting Account Director, Redstone Agency for eggs with their children. An Easter bunny will be on site during the event for photo 770-617-0021 opportunities with families. [email protected]
Businesses partnered with UCPWA to sponsor this event; some businesses include UNITED CEREBRAL PALSY OF WEST ALABAMA TO HOST TWO RESTAURANT ______. Along with the donation of plastic eggs and candy, many employees of these FUNDRAISERS businesses agreed to come out and help set up and run the event as well.
TUSCALOOSA, Ala.—This month [restaurant] is hosting a fundraiser benefitting United “We are excited to have so many local businesses sponsor the event for Tuscaloosa residents,” Cerebral Palsy of West Alabama (UCPWA) on [date]. said Erin Treadwell, development coordinator of UCPWA. “We would love for families to bring their children to hunt for eggs and also learn more about UCPWA, its efforts and how they can help the organization out.” Every month, UCPWA plans to host a restaurant fundraiser at a local restaurant in Tuscaloosa. At each of these, a percentage of the food sales will go to the organization. This month, UCPWA serves 16 counties throughout West Alabama, providing services and programs for [restaurant] has agreed to host the fundraiser lasting from [time to time]. individuals with various physical and intellectual disabilities. Currently, the organization’s efforts are going towards fundraising in order to obtain a larger facility to provide a greater UCPWA provides services for individuals throughout West Alabama with various physical and number of individuals the opportunity to take part in its programs. intellectual disabilities. Without the community’s support, UCPWA would be unable to provide encouragement and services for these individuals. -###- “As a nonprofit, a majority of our funding comes from outside donors,” Development About UCPWA: Coordinator of UCPWA Erin Treadwell said. “The community’s support through these Serving more than 600 individuals with disabilities in West Alabama, UCPWA strives to create restaurant fundraisers is helping the organization raise enough money to obtain a bigger facility opportunities for people with disabilities by providing a full array of services designed to in order to serve all the individuals seeking our support and programs.” promote independence, facilitate opportunities to exercise rights and empower people to live a quality and productive life. -30-
About UCPWA: Serving more than 600 individuals with disabilities in West Alabama, UCPWA strives to create opportunities for people with disabilities by providing a full array of services designed to promote independence, facilitate opportunities to exercise rights and empower people to live a quality and productive life.
76 Appendix E
L10 (c) - Summer Concert News Release
News Release
FOR IMMEDIATE RELEASE Date L10 (d) - Spirits of Giving News Release
MEDIA CONTACT Erin Treadwell Development Coordinator 205-345-3031, ext. 16 [email protected]
SUMMER CONCERT FESTIVAL BENEFITTING UNITED CEREBRAL PALSY OF WEST ALABAMA AT TUSCALOOSA AMPHITEATER News Release TUSCALOOSA, Ala.— The Tuscaloosa Amphitheater will be hosting a summer concert festival
on [date] benefitting United Cerebral Palsy of West Alabama; this two-day event provides crafts, music and fun for people of all ages. FOR IMMEDIATE RELEASE Date During the day, parents are encouraged to bring their children for a day full of arts and crafts, face painting, moon bounces and more! When the sun goes down, a showcase of local bands will MEDIA CONTACT: begin. Tickets can be purchased through UCPWA’s website; proceeds from ticket purchases will Erin Treadwell go to the organization as a donation. Development Coordinator 205-345-3031, ext. 16 Businesses partnered with UCPWA to help sponsor this event, and some businesses will be set [email protected] up during the day with food and drinks available for purchase. Without the support of the local SECOND ANNUAL SPIRITS OF GIVING EVENT TO BENEFIT UNITED CERBRAL community, this event would not be possible. PALSY OF WEST ALABAMA
“The support of the local community allows UCPWA to host this concert festival,” said Erin TUSCALOOSA, Ala.—On Friday, Oct. 24, 2014, United Cerebral Palsy of West Alabama is Treadwell, development coordinator of UCPWA. “We hope to see a great turn out for this event, throwing its second annual Spirits of Giving bar event at Topshelf Tavern in downtown as it is something fun to participate in for people of all ages.” Tuscaloosa between 10 p.m. and 2 a.m., but this time it’s with a twist.
UCPWA serves 16 counties throughout West Alabama, providing services and programs for Like last year, event game day cups will be for sale as a donation to UCPWA and will allow for individuals with various physical and intellectual disabilities. Currently, a large focus of the the set drink special all night. This year, however, two more bars have vowed to participate— organization is to increase fundraising in order to obtain a larger facility to provide a greater giving those who purchase an event cup an opportunity to get drink specials at those bars as well. number of individuals the opportunity to take part in its programs. ____ and ____ will provide drink specials for any individual bringing in this year’s Spirits of Giving cup between 10 p.m. and 2 a.m. -###- The organization will hold another raffle at the event, at Topshelf Tavern. Businesses have About UCPWA: contributed gift cards to be included in the raffle, such as Chucks, The Trunk and Tropical Serving more than 600 individuals with disabilities in West Alabama, UCPWA strives to create Smoothie Café. In order to enter in the raffle, individuals must share the Facebook event page opportunities for people with disabilities by providing a full array of services designed to with friends; another opportunity for a name submission will be at the event, by checking in on promote independence, facilitate opportunities to exercise rights and empower people to live a Facebook and using the hashtag “#SpiritsForUCPWA.” quality and productive life. UCPWA serves 16 counties throughout West Alabama, providing services and programs for individuals with various physical and intellectual disabilities. Currently, the organization’s efforts are going towards fundraising in order to obtain a larger facility to provide a greater number of individuals the opportunity to take part in its programs. Knowing the impact The University of Alabama students have on the Tuscaloosa community, UCPWA is reaching out to them in hopes of establishing a lasting, supportive relationship.
“With the success of last year’s Spirits of Giving event, we expect another great turn out,” said Erin Treadwell, development coordinator of UCPWA. “Without the support of these local businesses, this event would not be possible. It is because of them that we are able to reach so many and increase the organization’s awareness throughout the community.” -30- News Release About UCPWA: Serving more than 600 individuals with disabilities in West Alabama, UCPWA strives to create opportunities for people with disabilities by providing a full array of services designed to promote independence, facilitate opportunities to exercise rights and empower people to live a quality and productive life.
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Appendix E
L12 - Student Alumni Association Letter
November 15, 2013
Student Alumni Association:
My name is Erin Treadwell and I am reaching out on behalf of United Cerebral Palsy of West Alabama (UCPWA) in regards to a potential partnership. UCPWA hopes to build a relationship with the Student Alumni Association at The University of Alabama because of your vast reach and positive influence both on campus and off. We hope to secure a partnership with your organization through member volunteer work and future volunteer recruitment. Just as your organization promotes the spirit of fellowship among alumni, UCPWA and the Student Alumni Association can join together to promote the spirit of giving for our Tuscaloosa community.
UCPWA supports 16 counties throughout West Alabama and is dedicated to creating a life without limits for individuals with both intellectual and physical disabilities. The number of individuals seeking the organization’s services continues to grow; however, there are not enough volunteers to serve everyone’s needs. With the volunteerism of the Student Alumni Associations’ members, I am confident that UCPWA can further serve its clients. Volunteer opportunities include seasonal gardening and maintenance days of the facility, set up and break down of UCPWA’s events such as the Easter egg hunt or Songs For a Purpose and volunteering in the facility. It is our greatest hope that we gain a few steady volunteer that have found a connection with our cause and can work directly with our clients. L11 - Tuscaloosa News Ad Prices Since the Student Alumni Association is already well established as a socially responsible organization, partnering with UCPWA would further our common goal of bettering the Tuscaloosa community. With your members already apart of a servicebased organization, they will undoubtedly see the rewards in lending a hand to us.
I will follow up next week in hopes of setting up a brief meeting about UCPWA and its services, as well as how the Student Alumni Association can specifically start helping others live life without limits. Thank you for your time and consideration.
Sincerely,
Erin Treadwell Development Coordinator United Cerebral Palsy of West Alabama
78 Appendix E
L13 - Volunteer Newsletter
Volunteer Newsletter L7 - UCPWA Business Kit Page 1 January 2014
Areas You Can Get Involved In:
1. Fundraising – From selling goods to
encouraging friends to participate or donate, we have all sorts of opportunities for you to get involved with our fundraising efforts. Article about upcoming Dear Business Owner/Manager,
2. Events – We hold many events throughout volunteer My name is Erin Treadwell and I am reaching out to you on behalf of United Cerebral Palsy the year and each ranges in size. A few examples of West Alabama (UCPWA). We are reaching out to businesses such as ______to gain of our events include: The West Alabama State opportunities partnerships for the organization in hopes of sponsoring events throughout the year to raise Fair, Casual Day, World CP Day, World CP money for UCPWA, its programs and its facility expansion. Challenge and several small events at the UCP Center. UCPWA supports 16 counties throughout West Alabama and is dedicated to creating a life without limits for individuals with both intellectual and physical disabilities. The number of 3. Programs – We always welcome volunteers individuals seeking the organization’s services continues to grow; however, there is not enough space in for adult day habilitation and Camp HOPE. UCPWA’s current facility to serve the number of people needing our assistance and, thus, the organization is forced turn these people away. 4. Beautification – Whether it is planting flowers in the front flower bed, renovating our UCPWA developed several events to help raise enough money to obtain a larger facility. I butterfly garden or simply re-arranging the would like to invite you and your business to partner with UCPWA and support these efforts. A number of partnership opportunities are available and are described within this packet. lobby furniture, we are always looking for ways Follow us! to make UCP visually appealing to visitors. for more updates on Your businesses’ involvement with UCPWA is greatly appreciated. With the help of the local community, we will be able to build a better world for the individuals UCPWA supports. 5. Office Assistance – We welcome any office volunteer opportunities assistance that is offered. Our volunteers answer On behalf of all the employees, volunteers and donors of UCPWA, thank you for your time and consideration. the phone, work the front desk and do minor @UCP_WA paperwork. Sincerely, 6. Park and Building Maintenance – Each year, we have volunteers wondering how they can Facebook.com/UCPWA help us keep our park (Tuscaloosa’s only fully- accessible park) in tip-top condition. There Erin Treadwell are many ways in which you can volunteer: Development Coordinator pressure washing – picnic tables, benches and TBD United Cerebral Pasly of West Alabama playground equipment; removing debris; and replacing old or worn parts with new parts. We also have maintenance opportunities inside the building as well. TBD
This is the first page of the Business Kit. The rest of the Kit can be viewed in the Resource Files.
79 Appendix F
AppendixAppendix F - Evaluation F - Evaluation Research Instruments Res E1 - Geographic Reach
E2 - Demographics of Audience Reached
80 Appendix F
E3 - Total Post Reach
E4 - Total Reach
E5 - Klout Score
81 Appendix F
E6 - Post Shares and Likes
E7 - Facebook Insights
82 Appendix G
AppendixAppendix G - ContactG - Contact Information Inform
Media Contacts
Name Venue Contact Mark Cobb Tuscaloosa News [email protected] Ernie Shipe Tuscaloosa News [email protected] Mark Hammontree Crimson White [email protected] Katie Malone WVUA [email protected] Kelvin Reynolds Fox-WBRC [email protected] Jonathan Thorn Clear Channel Communications [email protected]
83 Appendix G
Business Contacts
Business Contact Contact Information Bama Dining (Aramark) Kelsey Faust 203-522-8002 CBDB Glenn Dillard 205-391-8888 Chamber of Commerce Robin Jenkins 205-391-0561 Chuck’s Fish Alison Mims 205-799-1720 CL Salon Crystal Jean Layne 205-792-0795 FIG 205-345-8888 Full Moon BBQ 205-886-9447 Gigi’s Cupcakes 205-343-0311 Jonathan Stephens Trio Jonathan Stephens 205-492-7084 Moe’s Original BBQ Quintin Prothro 205-752-3616 Mellow Mushroom Jonathan Stephens 205-492-7084 Ol’ Colony Golf Course Gary Braughton 205-344-2304 Palm Beach Tan Alecia Chatham 205-345-8912 Plato Jones William Stephenson 256-874-5573 Private Gallery Kim Wood 205-366-0888 Red Mountain Entertainment Gary Weinberger 205-714-5933 Retro Chic Boutique Brooke Nealy Barnes 205- 792-2873 Roly Poly Ian Greenhaw 256-303-9974 Soul Tide Rick Hensen 205-535-7719 Spiffy’s Car Wash Daniel McCullum 205-826-5405 The Bear Trap Scott Harless 205-233-2175 The Locker Room Alex Gatewood 205-752-2990 The Smokin’ J’s Jon May 205-887-1362 The Trunk 205-345-0407 Topshelf Tavern Daniel McCullum 205-826-5405 Tropical Smoothie Cafe 205-331-4070 Tuscaloosa Amphitheater 205-248-5280 Walton’s Wings Mr. Bill 205-752-1693
84 Appendix G
PARA Park Reservation Form
85 Appendix G
We would like to thank UCPWA for the opportunity to submit this campaign proposal. We sincerely believe that UCPWA provides an invaluable service to our community. It is our hope that we have been able to positively impact your organization, and we anticipate your input. Thank you.
Caitlin Vaiskauskas - Agency Leader Bradley Trammell - Creative Director
Sarah de Jong - Research Director Lauren Treadway
Jaycee Edmiston Kristian Corpuz
86