AFAC Communications Plan

Communications Plan Arlington Food Assistance Center

Zachary Todd

American University

Strategic Communications Practicum

Section 1, Spring II 2015

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Table of Contents

Executive Summary iv

Situational Analysis 1

Introduction 2

Media Coverage 2

News Story 1 2

News Story 2 2

Social Media and Website Assessment 3

Website 3

Facebook 4

Twitter 6

Competitor Audit 7

Capital Area Food Bank 7

So Others Might Eat 8

Social Media Comparison 9

Communication Campaign Review 10

Target Audience Overview 10

Situational Analysis Summary 11

SWOT Analysis 12

Strengths 13

Weaknesses 16

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Opportunities 18

Threats 20

Key Publics 21

Urban Elite 22

Metro Millennials 27

Next Wave/Internationals 33

Source Page 38

Goals, Objectives, Strategies, and Tactics 40

Urban Elite 40

Metro Millennials 43

Next Wave/Internationals 46

Calendar, Budget, and Evaluation Plan 48

Calendar 48

Budget 52

Evaluation 56

Collateral Materials 58

Sample Advertisement 59

Sample Surveys 60

Useful Resources 69

AFAC Communication Plan

Executive Summary

The Arlington Food Assistance Center (AFAC) operates in a city charged with political

zeal and social activism. This makes prospective donors receptive to AFAC’s message, but also

means that this message struggles against a myriad of competing causes which divide donors’

attention. To keep pace with the increasing number of clients, AFAC must raise more money

and get more volunteers.

Raising awareness about AFAC’s increasing business costs and subsequent need for

more donor support means getting more attention. Getting more attention means tailoring

messages for key audiences, revising AFAC’s social media practices, pitching fresh stories or

old stories from different angles to traditional media, tapping volunteers to amplify AFAC’s

message, and discovering new ways make people curious, whether through events or

advertisements. AFAC has a clear message and does many things exceptionally well, but it has

room to improve.

The strategies and tactics outlined in this communication plan support the following three

objectives: increase the number of volunteers and donations by 10 percent over the next year,

increase the number of media stories (social or traditional) by one or more story per month, and

convince one or more local businesses to partner with AFAC over the next year as part of their

corporate social responsibility.

These tactics combine earned media (e.g. word of mouth), paid media (e.g.

advertisements), and owned media (preexisting AFAC brands). Some are free and easily

implemented while others have high costs but potentially high return. The total cost of the plan

without advertisement is just under seven and a half thousand dollars. With advertisement, it

would cost between 52 and 125 thousand dollars, based on the example range for the

Washington D.C. Metro area.

This plan links tactics to specific strategies and objectives based on three potential

audience profiles. While more publics exist in Arlington, especially as sub-sets, these three

publics provide a solid basis to begin applying the plan. Likewise, these strategies and tactics tie

into research about those publics including leisure activities, spending habits, values, and opinion

influencers.

This plan explores AFAC’s current state; assesses its strengths, weaknesses,

opportunities, and threats; profiles three target audiences; and offers strategies and tactics to

accomplish three main goals. These tactics include a timeline and budget, along with evaluation

criteria and sample materials. AFAC has a strong message, and this plan will make the voice

carrying that message a little louder.

Situation Analysis

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Introduction This report analyzes how News media portrays AFAC and how well AFAC depicts itself. The later

involves reviewing AFAC’s website and primary social media accounts for message form and content, audience interaction, and competitor comparison. This report will also look at one of AFAC’s campaigns and describe some general information about the target audience.

Media Coverage News Story 1

Unknown Author. (2015). “Arlington Democrats Score Success in Cereal-Collecting Initiative” from InsideNoVa.com.1

InsideNoVa.com’s article is a factual account of the Arlington County Democratic Committee raising donations for the Arlington Food Assistance Center (AFAC). The article employs inspirational “victory” language such as “extra innings” and “surpassed its goal” to describe raising the support which creates an overall positive tone, albeit only slightly right of neutral. Some of the information comes from the party newsletter.

The article does not quote AFAC or Arlington County Democratic Committee representatives. It is concise and focuses on the initiative (Democratic Values in Action) rather than the recipient of the goods (AFAC).

This article has community appeal because it describes a “local effort” and lists several Arlington precincts (i.e. it provides name recognition). It focuses past events while briefly mentioning future goals but does not include a call to action or any supplemental or explanatory information about AFAC. Including a reference to AFAC’s website would have helped drive traffic to AFAC by reducing the number of steps readers had to take to find

News Story 2

Unknown Author. (2015). “Residents of Station Square Collect Dozens of Non-Perishable Food Items to Donate to AFAC” from arlingtonva.us.2

1 Retrieved on March 4, 2015 from http://www.insidenova.com/news/arlington/arlington-democrats-score-success-in-cereal-collection-initiative/article_a795d670-abc1-11e4-bbc1-fb43a644ae4e.html 2 Retrieved on March 4, 2015 from http://parks.arlingtonva.us/2015/01/residents-of-station-square-collect-dozens-of-non-perishable-food-items-to-donate-to-afac/

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This article is a fact-driven article regarding a community-based food drive. It presents the information in a mostly neutral tone and does not include quotes from any of the involved parties. The article is historically oriented because it describes a past event without discussing future activity or including a call-to-action.

The key advantage with this news article over the first story is that it includes background information about AFAC and links to AFAC’s website. This encourages readers to visit AFAC to learn more information. By listing the community groups who donated, it has community appeal and by tying the event to “Dr. King’s call to service and social justice” it adds an emotional appeal.

Social Media and Website Assessment Website

Summary

Overall, the AFAC website is logically organized and contains valuable information. The top banner drop down menu is easy to use, contains links to all the information users would likely need to access, and translates easily to mobile platforms (i.e. it is easy to navigate via smartphone or tablet). Furthermore, the key information categories or reasons why someone might visit the website (Donate, Volunteer, News, and Events) are prominently displayed and easily recognizable. Likewise, the option to change languages makes the website accessible to a wide range of cultural backgrounds.

The AFAC home page highlights important new information without seeming crowded and contains several ways to get to the same information. This would appeal to how different people approach information gathering while maintaining a consistent product. The website contains a wide range of media (photos, videos, interactive tools, etc.) but is simple enough that users can access it over relatively limited internet bandwidths.

There are no readily available measurements to determine how audiences feel about the website itself so designing a user survey and tracking website viewing statistics will provide deeper insight. The following general, but limited, impressions about AFAC come from the website JustGive.org3 and provide a starting point for measuring audience engagement with the work AFAC performs.

3 https://www.justgive.org/charity/reviews?ein=54-1473207

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Facebook

Summary

AFAC’s Facebook page, which is updated one to two times per day, contains a strong mix of information posts, event notices, organizational and general topic (i.e. hunger) news updates, interaction with partners, and graphic media (pictures, videos, and logos). Overall it is an aesthetically pleasing information source which gives a face to the people that make AFAC work. It does not, however, appear to have strong audience engagement. Reviewing the timeline shows virtually no posts or responses between AFAC and individuals consumers (clients, volunteers or donors). More interaction (i.e. social

engagement) between the AFAC Facebook account and other accounts (e.g. political, school, or local business accounts) would further demonstrate AFAC’s commitment to keeping the conversation about hunger alive. Likewise, no post within the last 3 months had more than fifteen likes and most had no shares or comments. The page has a total of 1,306 likes and the posts are generally uplifting in their tone and content.

Content Analysis:

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Attitudes

Attitudes 012345

Emotions

Emotions

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Overall Positive Neutral/Mixed Overall Negative

Opinions

Opinions

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The post above had 14 likes at the time of screen capture (March 4, 2015) and no shares. Posts with links and pictures typically have a higher re-share value. It contains a quote and a call-to-action, important attributes which typically garner more engagement. The post is informative and is consistent with AFAC’s message about the importance of feeding those in need.

AFAC shared the above post from one of their campaign partners on January 26. It had eight likes on March 4, 2015. Overall it demonstrates positive engagement. It shows that AFAC appreciates their partners and explores more approaches to fundraising than a simple donation request.

The post below demonstrates similar characteristics in terms of social engagement and the importance of partnerships. It contains important details for those needing information and a call to action to inspire people to attend. Forty people attended the event and the post received four likes.

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Twitter

Summary

AFAC’s Twitter account has over one thousand followers, almost 450 “favorited” tweets (the Twitter equivalent of a Facebook “like”), and is currently following 741 other users. Like AFAC’s Facebook page, the Twitter account uses the medium elegantly. The posts contribute to AFAC’s core message and either provide important news updates (e.g. distribution center closings), interesting news articles with appropriate calls to action (e.g. “read more here”), or share pictures about recent AFAC events. While all of the Tweets are entirely appropriate and well-crafted, there is little “non-business” activity. This means that AFAC is missing an opportunity to build goodwill and give people more incentive to follow. Examples include posting occasional (and tasteful) jokes, non-mission related observations, or other interesting information. This would give users more incentive to visit the page often.

Overall there is little evidence of audience engagement (e.g. conversations with other users, favorites, or retweets). Using Twitter’s analytic tools would provide more numerical data, but a review of AFAC’s 2015 Tweets show very few of the typical metrics for determining a Tweet’s effectiveness.

Content Analysis:

The above post had two retweets and one favorite. Its use of images (i.e. photograph) gives it a higher chance of being shared and it contains positive language. Furthermore, it engages with a partner which promotes AFAC’s overall trustworthiness.

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The above post illustrates an important Tweet function, the call to action. It asks readers to perform a simple, unambiguous action. However, it misses the opportunity to spread the word to non-followers by not asking followers to share the link with others. Organizations need not feel embarrassed to include simple, straightforward requests such as asking followers to like, share, or retweet. As with photos, studies show that including links improve a Tweet’s chance of being shared.

Similar to the previous example, this above post includes several calls to action (holding a food drive, clicking the link to register). As with the other Tweets, there is relatively low audience engagement (i.e. retweets/favorites). It is also consistent with AFAC’s core message and uses positive language.

Competitor Audit

Because AFAC is the only food pantry in Arlington it does not have any direct competition within the county regarding the service it provides. This means that its competition is “every other charity raising money.” Thus, the closest competitors in terms of function but not necessarily physical proximity or client base are the Capital Area Food Bank and So Others Might Eat (SOME).

Capital Area Food Bank (CAFB)

According to the organization website (http://www.capitalareafoodbank.org/ ),“The mission of the Capital Area Food Bank is to feed those who suffer from hunger in the Washington metro area by acquiring food and distributing it through its network of partner agencies; and educating, empowering and enlightening

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the community about the issues of hunger and nutrition. CAFB is a member of Feeding America, a national network of 200 food banks.” Because CAFB claims to own the National Capitol Region and won’t share their territory, AFAC loses a potential partner.

The company has locations in Washington, DC and Lorton, VA. It directly distributes to people but also to other food pantries. Because the mission is mostly the same, the target audience is the same type of people. The difference is that CAFB’s community appeals would be more directed to District residents. It currently has a higher charity navigator score (same account transparency but better program expenses score).

CAFB’s website is simpler and more streamlined than AFAC’s. There is not as much resource information content so there is also not as much to click on – keeping the content quantity from overwhelming site visitors. Unlike AFAC, it does include a blog which gives them another avenue for audience engagement.

The CAFB Facebook page has over 16,000 likes and 113 reviews (4.7/5 stars). Its Facebook posts are similar in terms of content, structure, tone, and media use but there appears to be more engagement (likes, shares, comments); some of the posts had upwards of 60 likes.

CAFB’s Twitter page has over six times the number of followers as AFAC. Its Tweets get retweeted more often but those numbers are still not very high (one to two on average). It also employs targeted tweets, meaning tweets directly to people or organizations rather than general broadcasts.

So Others Might Eat (SOME)

SOME (http://some.org/) is a Washington, DC based “interfaith, community-based organization that exists to help the poor and homeless of our nation’s capital. We meet the immediate daily needs of the people we serve with food, clothing, and health care.” Thus, its scope is wider than AFAC’s so its audience is people who are interested in contributing to a wider array of emergency type needs rather than specifically helping grocery bills.

So Others Might Eat is between CAFB and AFAC in terms of website design. It is user friendly and logically organized but risks information overload because of the many avenues a user can explore.

SOME has more than 4600 Twitter followers and its Tweets seem to appear with greater frequency than AFAC. While most of the Tweets are similar in nature (information about various partner organizations and campaigns), it does have a recent batch of Tweets that are profile themed. This means that they depict individuals with specific calls-to-action. Putting these faces on the people that SOME helps is an effective method of increasing the emotional appeal and making their story more concrete.

SOME’s Facebook page has over 4,000 likes and a 4.9/5 star rating (from 25 reviewers). Their Facebook content is nearly identical to their Twitter content though with somewhat more media, specifically video. These social media outlets would naturally overlap, but AFAC and CAFB do a better job of providing unique content to each site. Overall, the number of shares and likes on SOME’s social media accounts are more than AFAC’s but less than CAFB’s.

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Likes Reviews Rating Visits in currentreporting period

CAFB

SOME

AFAC

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Followers Following Tweets Favorites

CAFB

SOME

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Note: Numbers are rounded up or down

Facebook CAFB SOME AFAC Likes 16000 4000 1300 Reviews 113 25 11 Rating 4.7 4.9 4.9 Visits in current reporting period 2465 1900 360

Social Media Comparison

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Communication Campaign Review

The campaign Gnome More Hunger – Canstruction 2014 (https://afac.org/donate/gnome-hunger-canstruction-2014/) is an in kind donation campaign that sought to “design and build a unique structure from canned goods” which it would then donate to AFAC. The campaign was run through http://www.canstruction.org/ and successfully raised almost two thousand dollars more than its four and a half thousand dollar goal. The fact that the campaign raised more than its goal shows that it was able to effectively raise the resources (donated goods) it sought to raise. It is creative and unique, providing donors with a tangible, fun image of what their efforts translated into. It seemed easy to donate to the campaign and gave AFAC appealing visual images to attract donors to their cause. To be more effective, AFAC would want to promote it across all of their social media outlets; show before, during and after pictures; and ask for strong volunteer representation at the construction event itself.

Target Audience Overview

AFAC’s target audience is Arlington and possibly Alexandria residents who live close to Arlington. People who donate the highest percentage of their income to charity in Arlington make less than 25 thousand dollars (5.10 percent or an average contribution of $1408); second place is 25 to 50 thousand (3.83% or $2006).4 This suggests that middle class residents are the most receptive to donation requests but that higher income families may be untapped potential. There does not appear to be any readily available donor statistics other than what AFAC presumably keeps on files about their own donors.

Arlington County is the most educated county in America5 with a high percentage of government employees and people in the “management, professional, and related occupations.” “In 2012, 71.3% of adults age 25 and older had a bachelor’s degree or higher and 37.0% had a graduate or professional degree.”6 The highest ethnic population is white/non-Hispanic (64 percent in 2010) with the second highest population being Hispanic/Latino (15 percent). Northern Virginia is one of the highest income regions in America and Arlington is one of the highest income areas within Northern Virginia, although also one of the highest cost of living areas. One possible way to narrow down the audience is to appeal to the people who want to provide concrete physical support rather than donate to causes with less tangible goals. One could narrow this audience even more to people interested in feeding others versus those who feel that other support like healthcare and clothing is a more pressing need.

4 https://philanthropy.com/interactives/how-america-gives#county/51013 5 http://projects.arlingtonva.us/data-research/ 6 http://arlingtonva.s3.amazonaws.com/wp-content/uploads/sites/31/2014/04/demographics_Arlington_-Profile-2014.pdf

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Situational Analysis Summary AFAC currently has a strong, non-polarizing message with emotional appeal, concrete objectives, and

tangible outcomes. It uses social media adeptly but does not show much evidence of audience interaction or word-of-mouth amplification via social media. The rising cost of doing business (i.e. buying food for more clients) and a static message (i.e. people always need to eat) make it difficult for AFAC to stand apart from all of the other worthy causes that clamor for potential donations.

Because some of AFAC’s competitors appear to have a larger share of the social media marketplace, AFAC’s message is not achieving optimal distribution. Increasing social dependence on electronic media versus traditional media means that AFAC needs a strong social media presence to stay competitive. Furthermore, getting more attention in key media outlets will raise awareness and encourage more donations. The core problem is that AFAC is not raising enough money to meet the increasing demand for their services. They need more attention to this need in order to increase donor support. Addressing this involves surveying donors and researching key publics to ensure AFAC’s message is appropriately tailored to its audiences, revising its social media practices, pitching fresh stories from new angles, and finding new events to draw attention to AFAC’s services.

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SWOT Analysis Arlington Food Assistance Center’s Strengths, Weaknesses, Opportunities and Threats

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Strengths • Product

• Mostly non-partisan/non-polarizing message • Strong Accountability and Transparency

• Clients require a referral • Financial information is easily accessible

• Research supports the need for AFAC’s services

• Sole owner of distribution center which saves money and increases efficiency

• Mostly high review scores (though limited numbers of total reviews)

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Strengths Continued • Relationships

• Good relationship with local newspapers - average of 3+ articles per month

• Strong young professionals and religious community partnership

• Location

• Arlington and Alexandria have historically ranked high on scores for charitable giving, both general and online, which implies a willing donor base

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Strengths Continued • Technology Use

• Well-designed, user-friendly website with good information resources for donors and clients.

• Website has a variety of engaging media (social, news, video, text, pictures)

• Relatively engaging social media posts (good use of pictures and links).

• Consistently appears high in searches for and lists of Arlington charities (indicates good search engine optimization)

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Weaknesses • Lack of Data

• No readily available research data about donors • Annual client survey only asks about the

product/service (could include questions about reasons for not wanting to be profiled)

• No clear social media policy • Facebook link on website is broken • Several other related Facebook groups make it harder

to distinguish the “real” AFAC page which could lead to confusion about what is “official” information

• Low numbers of social media shares, likes/favorites, and re-tweets could indicate low social media engagement with potential donors and volunteers

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Weaknesses Continued • News and Staff Biographies

• Some archived news stories links are broken and others are not listed on website

• News stories are limited to Arlington county newspapers – unclear whether target audience (donors) are reading these newspapers

• Limited number of staff profiles reduces the appearance of organizational transparency

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Opportunities • Corporate Social Responsibility

• Seek more local businesses to support AFAC as part of their corporate social responsibility plans

• Ask local business or political leaders to speak at or attend events • Perception

• Improve charity rating (currently 88.25/100 and ¾ stars on Charity Navigator)

• Proactively influence public perception by monitoring feedback and addressing criticisms; encourage more user reviews

• Improve social media engagement by including call to action (ask to retweet/share), tweeting at least 2-3x per week (which can include directly interacting with followers or other organizations), and optimizing Tweets with analytic tools to determine best Tweet times

• Promote clients as heroes or leaders if they share their story not victims to reduce stigma; make them proud to tell their story and help others as they help themselves 18

Opportunities Continued • Appeal to community improvement; strengthening the

part will improve the whole • Branch out to areas of Alexandria near the Arlington

border - the community lines blur in those areas (e.g. “Arlandria”)

• Promote online donation instead of relying on direct mail campaign

• The average commute time for Arlington residents is 28 minutes – take advantage of captive audience through public transport advertising, radio stories, podcasts, and metro newspaper stories

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Threats • Potential Arlington County budget cuts • Since “Government employees make up 26% of Arlington’s labor

force,” sequestration and government shutdown will affect income which could lead to lower charitable giving among individual donors.

• Continued decrease in SNAP (food stamp) benefits leading to more clients (i.e. AFAC will need more donations to meet the growing demand)

• Fund raising is up 8% but client demand is up 30% - i.e. the increase in donations isn’t enough to match the increasing number of people who need help

• AFAC can’t join the national Feeding America campaign because the Capitol Food Bank, who has better name recognition, is already a member and claims to own the whole National Capital Region so they will not partner with AFAC to share the financial burden

• Overall, people in Northern Virginia tend to give a smaller percentage of their income to charity than people in the southern and western parts of the state (currently at 2.09%)

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Key Publics

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Urban Elite Generally in the Baby Boomer age category

Characteristics of Baby Boomer workers

Values • Individual choice • Community involvement • Prosperity • Ownership • Self-actualizing • Health and wellness Attributes • Adaptive • Goal-oriented • Focus on individual choices and freedom • Adaptive to a diverse workplace • Positive attitude Work styles • Confidence in tasks • Emphasize team-building • Seek collaborative, group decision making • Avoid conflict

Example Influencer: Don Beyer, U.S Congressman, 8th Virginia District. He has “a long record of involvement in community, political and philanthropic work.” As a public and national figure, this group will view him as an authority figure whose opinions should be emulated with regard to public service and community development.

Life Mode Indicators

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Urban Elite– Key Characteristics • Tend to be in the 45 to 64 age range. • Well educated - more than 60% of residents hold a bachelor’s

degree or higher.

• Traditionally found their identity and fulfillment through careers (60+ hour work week) • “Work to get to the top” mentality • Feared career setbacks from taking time off work • Tend to retire later in life • Are starting to re-embrace the concept of having a healthy

life/work balance, environmental, and social concerns

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Urban Elite– Key Characteristics • Employed in white collar occupations:

• managerial, • technical, and • legal positions.

• Financially shrewd

• maintain a healthy portfolio of stocks, bonds, and real estate.

• over 40% of households receive income from investments.

• The Baby Boomer expression “He who has the most toys when he dies, wins!” often applies.

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Urban Elite

Buying Habits • Shop at Trader Joe’s, Costco, or Whole

Foods. • Eat organic foods, drink imported wine,

and truly appreciate a good cup of coffee • Prefer to drive luxury imports and shop at

upscale establishments. • Often own two vehicles.

Leisure Activities • Travel extensively (domestically and

internationally). • Museums, art galleries, and movie

theaters. • Avid book readers of both digital and

audio formats. • Skiing, yoga, hiking, and tennis.

Media Habits Pain Points

• Striving to stay youthful and healthy (or perceived as such); delay the age process.

• Transitioning from work to retirement.

• These busy, tech-savvy residents use PCs extensively for an array of activities such as shopping, banking, and staying current.

• Internet, radio, and newspapers as key media sources.

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Urban Elite Communication Methods • Telephone, email, in person (appreciate

personal touches from Managers) • Use a friendly but direct style; they

appreciate being complimented and put in the spotlight

• Present Options (flexibility); appeal to idealism

• Answer questions thoroughly and expect to be pressed for details

• Emphasize the company’s vision and mission and how they can fit in

Motivations • Being valued, needed • Money • Status symbols, prestige • The “American Dream” • Personal recognition, fulfillment

Who they trust Key Message

• This group was originally skeptical of authority but are becoming similar to Traditionalists

• For Urban Elite, time and experience

equals authority

• “Find fulfillment by giving your time to AFAC.”

– Volunteering with AFAC is a good way to spend your retired life

– Elderly residents make up nearly 30% of the individuals in AFAC’s care and must often choose between buying medicine or food. 26

Metro Millennials Generally in the Generation Y / Millennials age

category

Characteristics of Generation Y workers Values • Self-expression is more important than self-

control • Marketing and branding self is important • Fear living poorly—this is related to lifestyle

enjoyment, not wealth • Respect must be earned; it is not freely granted

based on age, authority or title Attributes • Adaptable, resilient, diverse, accepting, creative • Crave change and challenge • Committed and loyal when dedicated to an

idea, cause or product • Global in perspective Work style • Big picture oriented - need to understand how

everything fits together • Multi-taskers • Seek flexibility; prefer relaxed work atmosphere • Expect corporate social responsibility

Example Influencer: Angel Cabrera, President of George Mason University - strong credentials in education, strong leadership experience, and appeals to educated persons (particularly current/recent GMU students).


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Metro Millennials – Key Characteristics • Tend to be in the 25 to 34 age range

• Tend to rent not own, value mobility

• Tend to be spenders rather than savers. • Heavy commuter/public transportation

population

• Well educated - almost half have a bachelor’s degree or more.

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Metro Millennials

• Environmentally and image-conscious. • Attentive to good health and nutrition. • Exhibit a high tolerance for diversity.

• Seek balance between work, family/friends, community

involvement, and self development. • Value socializing and social status.

• Often impatient with a high need for immediate response and

feelings of entitlement.

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Metro Millennials • Expect to influence the terms and conditions of the job

• Look to the workplace for direction and to help them achieve their goals.

• Expect bosses and managers to assist and mentor them in attaining professional goals.

• Expect the freedom to use technology for more flexible work schedules.

• At ease in teams.

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Metro Millennials Buying Habits • Organic food, purchasing groceries at higher-

end markets (Trader Joes, Whole Foods). • Become well informed before purchasing the

newest technology. • Prefer environmentally safe products. • Shop for clothes at Banana Republic, The Gap,

and Nordstrom • Spend money on nice clothes, dining out, travel,

treatments at day spas, and lattes at Starbucks.

Leisure Activities • Exercise, active sports, yoga. • Outdoor adventure activities • Fantasy sports leagues • Local arts/culture • Bars, clubs • Netflix movies and television

Media Habits • Technology is integral to daily life, extremely tech savvy.

Value real-time information and sharing. Heavy social media users. Explore and exploit all the features of their smartphones.

• Use their laptops, iPads, and mobile phones extensively to stay connected with peers.

• Reading/writing blogs, accessing dating websites, and watching TV programs and movies. Many use tablets for reading newspapers and magazines.

• They use the Internet to keep up with the latest styles and trend, shop around for good deals, and explore new destinations and experiences

Pain Points • Decrease in career ambition in favor

of more family time, less travel, less personal pressure

• Distaste for menial work (they are brain smart)

• Learning to manage funds

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Metro Millennials

Communication Method • Digital communication works best: Internet,

social media, email, voicemail, digital images, SMS (texting)

• Resent being “talked down to” • Prefer to learn in networks, teams using multi-

media while being entertained and excited • Need positive affirmation, to be heard

Motivations • Team oriented workplaces; working with

bright, creative people • Time Off • Being called to a cause greater than

themselves • Strong involvement in politics.

Who they trust Key Message • Themselves • Peers, networks • Earned media (word-of-mouth,

peer reviews and testimonials)

“Join AFAC and have an experience worth sharing.” • Last year, volunteers donated

over 30,000 hours to AFAC –saving $750,000 staffing costs that can be used to feed our Arlington neighbors.

• Share your experience on social media to show you care.

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Next Wave/International Mostly Hispanic (15.1% of Arlington)

Characteristics of International workers

Values • Family or group needs take

precedence over the needs of the individual.

• Brand loyalty. Attributes • Concentrate on short-term goals

rather than long term ones. • Adapting to the environment rather

than controlling it. • Make decisions as a family;

collectivistic. Work styles • Tend to be cooperative vs

individualistic/competitive • Relationally orientated vs task

oriented.

Example Influencer: J. Walter Tejada, Vice Chair Arlington County Board – works with AFAC already, strong community leader, and has a history of working on Latino issues.


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Why Include This Public? • Research indicates that groups who make less money actually

tend to donate a higher percentage of their income.

• Involving this public will help you understand and serve your clients better.

• This public will help you break language barriers.

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Next Wave/International – Key Characteristics • Almost 40% of the population were born abroad; almost 1 in 4

households have residents who do not speak English. • Many second generation Hispanics tend to be bilingual. • English tends to dominate by the third generation.

• Low education in first generation but higher in subsequent

generations. • Workers are mainly employed in white collar and service occupations

(especially food service and building maintenance).

• Preserving the environment and being in tune with nature are very important.

• One-fifth of workers commute using public transportation and more walk or bike to work than expected.

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Next Wave/International Buying Habits

• Shop for groceries at warehouses, club stores, and specialty markets.

• Purchase baby products.

Leisure Activities • Family activities such as visiting parks • Playing soccer • Going out for fast food

Media Habits Pain Points • Recognition of cultural heritage • Equal opportunity • No extra money to invest in

retirement savings plans, stocks, or bonds.

• Media used most often is the Internet. • Website comments and social network sharing. • Dominant force in social media due to mobile

technology. • Less likely to own a personal computer and have

home broadband access. • Visit Spanish language websites, watch programs on

Spanish TV networks, listen to Hispanic music, and play games.

• Listen to Spanish/Latin music on their cell phones or on the radio at home.

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Next Wave/International Communication Methods • Formal communication style. • Respect is highly valued and shown by using

formal titles • Social media and mobile marketing. • Culturally sensitive. • Hispanic Millennials strongly exhibit a

preference for English as their primary mode of communication.

Motivations • Style • Getting ahead • Family opinions

Who they trust Key Message

• Family • Word of mouth Referrals • Online research

“Build a stronger community by helping AFAC feed those that can’t feed themselves.”

• AFAC helps families where the “bread winner,” if employed, works at a low wage job. They may be taking job training and literacy classes or ineligible for food stamps because they are working toward getting a “Green Card.”

• AFAC helps others who struggle with the same things you may have struggled with.

37

Source Page Alger, Brian. (2013). Baby Boomer Generation. In exloring-life.ca. Retrieved on March 15, 2015 from http://exploring-

life.ca/baby-boomer-generation/ Arlington County Profile. (2015). In arlingtonva.us. Retrieved on March 14, 2015 from

http://projects.arlingtonva.us/data-research/ http://arlingtonva.s3.amazonaws.com/wp-content/uploads/sites/31/2014/03/Major-Statistics-2013.pdf http://arlingtonva.s3.amazonaws.com/wp-content/uploads/sites/31/2014/04/demographics_Arlington_-Profile-

2014.pdf http://arlingtonva.s3.amazonaws.com/wp-content/uploads/sites/31/2014/04/Demographics_Arlington-by-Numbers.pdf http://countyboard.arlingtonva.us/county-board-members/

Arlington Food Assistance Center. Retrieved on March 15, 2015 from http://www.afac.org/ “Beyer, Don.” In Wikipedia.com. Retrieved on April 4, 2015 from http://en.wikipedia.org/wiki/Don_Beyer Brock, Glenera. (2011). Hispanics Check in. In adweek.com. Retrieved on March 15, 2015 from

http://www.adweek.com/sa-article/hispanics-check-135798 Bruce Mayhew Consulting. (2014). Multigenerational Characteristics. In brucemayhewconsulting.com. Retrieved on

March 15, 2015 from http://www.brucemayhewconsulting.com/index.cfm?id=20209 Carteret, Marcia. (2011). Cultural Values of Latino Patients and Families. In dimensionsofculture.com. Retrieved on

March 15, 2015 from http://www.dimensionsofculture.com/2011/03/cultural-values-of-latino-patients-and-families/

Esri Tapestry Segmentation. (2015). In Esri.com. Retrieved on March 14, 2015 from http://www.esri.com/landing-

pages/tapestry http://doc.arcgis.com/en/esri-demographics/data/tapestry-

segmentation.htm#ESRI_SECTION1_87F5D845F8E04723AE1F4F502FF3B636

38

Source Page Continued George Mason University Office of the President. (2015). Retrieved on March 15, 2015 from

https://president.gmu.edu/biography Green Buzz Marketing. (2010). Marketing Psychographics – Talking Bout My Generation. In greenbuzzagency.com.

Retrieved on March 15, 2015 from http://greenbuzzagency.com/marketing-demographics-talkin-bout-my-generation/

Goffan, Havi. (2014). Characteristics of Hispanic Millennials. In hispanic-marketing.com. Retrieved on March 15, 2015

from http://hispanic-marketing.com/characteristics-of-hispanic-millennials/ Hispanic Culture. From literacynet.org. Retrieved on March 15, 2015 from

http://www.literacynet.org/lp/hperspectives/hispcult.html Lima, Paul. (2011). 3 Tips for Reaching US Hispanics Online. In emarketingandcommerce.com. Retrieved on March 15,

2015 from http://www.emarketingandcommerce.com/article/three-easy-tips-reaching-us-hispanics-online/1 Nahai, Natalie. (2013). 5 Things You Need to Know About Marketing to Gen Y. In Psychology.com. Retrieved on March

14, 2015 from https://www.psychologytoday.com/blog/webs-influence/201305/5-things-you-need-know-about-marketing-gen-y

Value Options. Baby Boomers. In Valueoptions.com. Retrieved on March 15, 2015 from

http://www.valueoptions.com/spotlight_YIW/baby_boomers.htm Generation Y. In Valueoptions.com. Retrieved on March 15, 2015 from

http://www.valueoptions.com/spotlight_YIW/gen_y.htm West Midland Family Center. Generational Differences Chart. In wmfc.org. Retrieved on March 14, 2015 from

http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf

39

Goals, Objectives, Strategies, and Tactics

Organization Arlington Food Assistance Center (AFAC) Overarching Goal

To raise awareness for the increasing demand on AFAC's services to increase fundraising and volunteers.

Objectives • Increase the number of individual volunteers and/or donations by 10 percent over the next year

• Increase the number of media stories (traditional, social, and other word-of-mouth) about AFAC by one or more story per month over the next year

• Convince two or more Arlington businesses to integrate supporting AFAC into their corporate social responsibility outreach programs over the next year

Target Audience

Urban Elite

Strategy Appeal to this public’s values like community involvement and self-actualization. Show how AFAC can help them satisfy these desires.

Leverage this public’s social status and community influence to spread AFAC’s message and generate more donations.

Highlight how AFAC strengthens the community as a whole by relieving financial stress and food insecurity.

Personally recognize AFAC contributors to showcase how AFAC and their clients value/need them.

Form a mental and emotional association between AFAC and another organization they know and trust.

Highlight success stories and product accountability (clients require a referral) to show that donating to AFAC is money well-spent.

Show the strong research which supports the need for AFAC’s services.

Emphasize how beneficial and rewarding volunteering is to AFAC and themselves.

Tactic:

Ask local business or political leaders to speak at or attend AFAC-sponsored events. This public tends to respect successful people in these categories and is more likely to attend events which these leaders also attend.

Broadcast the facts via traditional media (radio, television, online newspapers, and print media). This information will include the rate of food insecurity in Arlington, specific AFAC success stories, the percent of donation that goes to buying food, and what a donation translates to in terms of feeding a family (e.g. donating 100 dollars will feed a family of four 10 times).

Develop a series of advertisements with simple, easy-to-read and understand facts (e.g. statistics) along with a simple call-to-action (e.g. donate or volunteer at AFAC.org) that gives the audience immediate gratification that they’ve done something good. The advertisements would include pictures of what a food insecure person looks like (e.g. the elderly or a child).

Survey current donors in this demographic to gain insight into their current donation habits and opinion influencers. 40


Surveys will help AFAC refine their message to each type of public and understand what is doing well and what needs improvement. Donor surveys will also help build loyalty by showing them that AFAC cares about their opinions as well as their money. For larger / longer donors, send them a letter with the web address not just an email.

Conduct focus groups to gain insight into the opinion influencers, donation habits, message preference, and communication styles of people in this demographic. This is also a good forum to test new communications campaigns to ensure the target public understands and appreciates them.

Partner with a restaurant in a campaign where mentioning AFAC when you order gives a percentage of the day’s profit to AFAC. Conversely, the clerk would tell the customers at checkout what percentage of their purchase went to AFAC so it’s on their minds.

Partner with businesses at which this audience shops (e.g. Trader Joe’s, Costco, Whole Foods, or upscale department stores) to donate at checkout. Being asked to donate one to five dollars each time they visit will at least cause them to hear the name.

Host fundraising parties in museums or art galleries. Invite media and current donors to attend. Consider also handing out flyers and advertising on AFAC’s website and social media to draw new donors. Include on Arlington events online calendar.

Post fliers in religious centers. AFAC has traditionally made strong connections to the religious community and refreshing this connection could revitalize their support.

Host a dinner to honor the longest standing volunteer at AFAC and/or the person who has devoted the most hours.

Find people who used to use AFAC but don’t need to anymore to talk about how it helped them. Share the story of how they have come full circle story and are now helping AFAC. Pitch these stories to print, radio, and television (WETA) journalists.

Pitch stories from volunteers (“I saw a family of four get food”) or teachers (“I’ve noticed that students can focus better when they have food”) describing the difference AFAC makes.

41


Rationale/ Research/ Insights

• Demographic research indicates that this audience shops at upscale stores and grocery stores like Trader Joes or Whole Foods.1 Target these stores for advertisements or to partner with AFAC.

• The same research indicates this public also frequents art museums, galleries, and other functions perceived as “sophisticated.”

• Research shows that this age group (roughly the Baby Boomer generation) will respond to messages telling them they are needed and appreciated. These messages also appeal to their desire to reconnect with communities. 2,3,4,5

• According to a survey from the Fidelity® Charitable Gift Fund volunteers, donate more money (ten times) than non-volunteers6. Encouraging volunteerism, then, will be a two-fold benefit. 7,8

1 Esri Tapestry Segmentation. (2015). In Esri.com. Retrieved on March 14, 2015 from http://www.esri.com/landing-pages/tapestry and http://doc.arcgis.com/en/esri-demographics/data/tapestry-segmentation.htm#ESRI_SECTION1_87F5D845F8E04723AE1F4F502FF3B636 2 Bruce Mayhew Consulting. (2014). Multigenerational Characteristics. In brucemayhewconsulting.com. Retrieved on March 15, 2015 from http://www.brucemayhewconsulting.com/index.cfm?id=20209 3 Green Buzz Marketing. (2010). Marketing Psychographics – Talking Bout My Generation. In greenbuzzagency.com. Retrieved on March 15, 2015 from http://greenbuzzagency.com/marketing-demographics-talkin-bout-my-generation/ 4 Value Options. Baby Boomers. In Valueoptions.com. Retrieved on March 15, 2015 from http://www.valueoptions.com/spotlight_YIW/baby_boomers.htm 5 West Midland Family Center. Generational Differences Chart. In wmfc.org. Retrieved on March 14, 2015 from http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf 6 http://www.fidelitycharitable.org/docs/Volunteerism-Charitable-Giving-2009-Executive-Summary.pdf 7 Ellis, Susan. (2003). Donors and Volunteers – More Alike Than Different. In Energizeinc.com. Retrieved on March 21, 2014 from https://www.energizeinc.com/art/donors-and-volunteers-more-alike-different 8 Brown, A, Meer, J., & Williams, J. (2013). Why Do People Volunteer? An Experimental Analysis of Preferences for Time Donation. In tamu.edu. Retrieved on March 21, 2015 from http://econweb.tamu.edu/jmeer/Brown_Meer_Williams_Volunteering_and_Warm_Glow_130122.pdf

42

Goals, Objectives, Strategies, and Tactics Target Audience

Metro Millennials

Strategy Appeal to this public’s values like balancing social lives, with community involvement and self-development. Show how AFAC can help them satisfy all three of these desires at once.


Form a mental and emotional association between AFAC and another organization they know and trust.

Highlight success stories and product accountability (clients require a referral) to show that donating to AFAC is money well-spent.

Emphasize how beneficial volunteering is to AFAC and how rewarding it will be to them.

Associate the problem with places people know to show the proximity.

Make people curious. Pose a question and invite them to close the curiosity gap to learn more.

Tell this audience that “working with AFAC is an experience worth sharing.”

Tactic:

Broadcast the facts via social media (Twitter, Facebook, Arlnow, and local blogs). This information will include the rate of food insecurity in Arlington, specific AFAC success stories, the percent of donation that goes to buying food, and what a donation translates to in terms of feeding a family (e.g. donating 100 dollars will feed a family of four 10 times).

Develop a series of advertisements with simple, easy to read and understand facts (e.g. statistics) along with a simple call to action (e.g. donate or volunteer at AFAC.org) that gives the audience immediate gratification that they’ve done something good. The advertisements would include pictures of what a food insecure person looks like (e.g. the elderly or a child).

Survey current donors in this demographic to gain insight into their current donation habits and opinion influencers. Surveys will help AFAC refine their message to each type of public and understand what is doing well and what needs improvement. Donor surveys will also help build loyalty by showing them that AFAC cares about their opinions as well as their money. For larger / longer donors, send them a letter with the web address not just an email.


Partner with a Clarendon or Ballston restaurant in a campaign where mentioning AFAC when you order gives a 43


percentage of the day’s profit to AFAC. Conversely, the clerk would tell the customers at checkout what percentage of their purchase went to AFAC so it’s on their minds.

Partner with businesses at which this audience shops (e.g. Trader Joe’s, coffee shops, Whole Foods, or boutique stores) to donate at checkout. Being asked to donate one to five dollars each time they visit will at least cause them to hear the name.

Post fliers in religious centers. AFAC has traditionally made strong connections to the religious community and refreshing this connection could revitalize their support.

Find people who used to be AFAC clients but don’t need assistance anymore to talk about how it helped them. Share the story of how they have come full circle and are now helping AFAC. Pitch these stories to print journalists (e.g. local newspapers, metro section of The Washington Post) and bloggers.

Pitch stories from volunteers (“I saw a family of four get food”) or teachers (“I’ve noticed how students can focus better when they have food”) describing the difference AFAC makes.

Ask current volunteers to retweet, share, and like AFAC stories on social media in order to increase the number of people receiving AFAC’s message. Include video Tweets as media Tweets are more likely to be shared.

Ask current volunteers to review AFAC on charity websites (e.g. justgive.org/charity), AFAC’s Facebook page, Yelp, and other places that this public will go to research testimonials.

Connect Port City Brewery with gardens that are part of AFAC’s Plot Against Hunger campaign to convert their waste products into fertilizer. Pitch this story to bloggers (local, food, and environmental) as well as local newspapers.

Host a food race or photo scavenger hunt in Clarendon where participants wear costumes depicting their favorite foods. Advertise on AFAC’s website and social media, Arlington County’s online Events Calendar, and through flyers which volunteers hand out in metro stations.

Host an Easter Egg hunt in one of Arlington’s many parks. The goal is to create a mental association with AFAC whenever participants pass a park and each Easter. By hosting the event in an Arlington park, residents are reminded that hunger exists right next door.

Set up a booth during Taste of Arlington and at local Farmer’s markets.

Distribute fliers at local schools and colleges about volunteer opportunities.

Print a message on bar napkins, coasters, and disposable coffee cups which challenges people to play AFAC’s Hunger Game (http://smrvl.com/afac/) to see how well they 44


could feed themselves on less money. Distribute these to local bars, coffee shops, and restaurants.

Create Hunger Game challenge advertisements for buses (sides and inside) and at bus stops and metro stations but include pictures of clients.

Collaborate with a local grocery store to host a “grocery store walkout” or public “demonstration.” The message being that there is so much food within easy reach but people are still going hungry. Pitch this to local news (television if possible but also bloggers and print/online newspapers).


• Demographic research indicates that this audience shops at stores like Gap, Nordstrom’s, Starbucks, Trader Joes, and Whole Foods.1 Target these stores for advertisements or to partner with AFAC.

• Research shows that this age group (roughly Millennials or Generation Y) expects corporate social responsibility so they will be more likely to engage with companies openly practicing it. They will also respond to messages calling them to be part of something greater which lets them showcase their community-mindedness. 2,3,4,5. I.e. they want to serve visibly and get due credit. This same research ties into how they prefer to get their news through social media – they learn about the world through social media and share themselves to the world the same way.

• According to a survey from the Fidelity® Charitable Gift Fund volunteers, donate more money (ten times) than non-volunteers6. Encouraging volunteerism, then, will be a two-fold benefit. 7,8

1 Esri Tapestry Segmentation. (2015). In Esri.com. Retrieved on March 14, 2015 from http://www.esri.com/landing-pages/tapestry and http://doc.arcgis.com/en/esri-demographics/data/tapestry-segmentation.htm#ESRI_SECTION1_87F5D845F8E04723AE1F4F502FF3B636 2 Bruce Mayhew Consulting. (2014). Multigenerational Characteristics. In brucemayhewconsulting.com. Retrieved on March 15, 2015 from http://www.brucemayhewconsulting.com/index.cfm?id=20209 3 Green Buzz Marketing. (2010). Marketing Psychographics – Talking Bout My Generation. In greenbuzzagency.com. Retrieved on March 15, 2015 from http://greenbuzzagency.com/marketing-demographics-talkin-bout-my-generation/ 4 Value Options. Generation Y. In Valueoptions.com. Retrieved on March 15, 2015 from http://www.valueoptions.com/spotlight_YIW/gen_y.htm 5 West Midland Family Center. Generational Differences Chart. In wmfc.org. Retrieved on March 14, 2015 from http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf 6 http://www.fidelitycharitable.org/docs/Volunteerism-Charitable-Giving-2009-Executive-Summary.pdf 7 Ellis, Susan. (2003). Donors and Volunteers – More Alike Than Different. In Energizeinc.com. Retrieved on March 21, 2014 from https://www.energizeinc.com/art/donors-and-volunteers-more-alike-different 8 Brown, A, Meer, J., & Williams, J. (2013). Why Do People Volunteer? An Experimental Analysis of Preferences for Time Donation. In tamu.edu. Retrieved on March 21, 2015 from http://econweb.tamu.edu/jmeer/Brown_Meer_Williams_Volunteering_and_Warm_Glow_130122.pdf

45

Goals, Objectives, Strategies, and Tactics Target Audience

New Wave Internationals.

Strategy Appeal to this public’s strong community-centered, collectivist values.


Emphasize volunteer opportunities.

Tactic: (Must include details to back up your findings.)

Survey current donors in this demographic to gain insight into their current donation habits and opinion influencers. Surveys will help AFAC refine their message to each type of public and understand what is doing well and what needs improvement. Local libraries are a good place to start as many people in this public use library services regularly.


Partner with businesses at which this audience shops (e.g. specialty food stores, international markets and food warehouse stores like Costco) to donate at checkout. Being asked to donate one to five dollars each time they visit will at least cause them to hear the name.

Post fliers in religious centers about volunteer opportunities. Post fliers in parks. This public frequently socializes in parks

and is likely to see advertisements at a park. Host a booth at a public cultural celebration. Information at

these booths should reflect the importance of strengthening the local international community by helping to relieve food insecurities for others less fortunate.

Pitch success stories and volunteer highlights to Spanish speaking news sources (magazines, radio, printed papers, and online news sites).

Pitch to Spanish-speaking or bilingual journalists the option to interview clients and/or volunteers either in Spanish or in English with a translator. These stories should focus on the good that AFAC does to help this public meet their physical need for food while striving to fulfill other needs (e.g. other bills, “Green Card” applications, education).

Ask current volunteers to retweet, share, and like AFAC stories on social media. Include video Tweets as media Tweets are more likely to be shared.

Ask current volunteers to review AFAC on charity websites (e.g. justgive.org/charity), AFAC’s Facebook page, Yelp, and other places that this public will go to research testimonials.

Advertise AFAC volunteer or donation opportunities on 46


buses (sides and inside) and at bus stops and metro stations. The message should focus on helping build the Arlington community (all-inclusive, not just those from a specific ethnic heritage).


• Though Arlington has several international populations within its borders, the largest by far are Hispanics at 15.1 percent.1

• Demographic research indicates that this audience shops at stores like warehouses, club stores, and specialty markets and enjoy outdoor sports and family outings to parks.2

• According to a survey from the Fidelity® Charitable Gift Fund, volunteers donate more money (ten times) than non-volunteers3. Encouraging volunteerism, then, will be a two-fold benefit. 4,5

1 http://arlingtonva.s3.amazonaws.com/wp-content/uploads/sites/31/2014/04/demographics_Arlington_-Profile-2014.pdf 2 Esri Tapestry Segmentation. (2015). In Esri.com. Retrieved on March 14, 2015 from http://www.esri.com/landing-pages/tapestry and http://doc.arcgis.com/en/esri-demographics/data/tapestry-segmentation.htm#ESRI_SECTION1_87F5D845F8E04723AE1F4F502FF3B636 3 http://www.fidelitycharitable.org/docs/Volunteerism-Charitable-Giving-2009-Executive-Summary.pdf 4 Ellis, Susan. (2003). Donors and Volunteers – More Alike Than Different. In Energizeinc.com. Retrieved on March 21, 2014 from https://www.energizeinc.com/art/donors-and-volunteers-more-alike-different 5 Brown, A, Meer, J., & Williams, J. (2013). Why Do People Volunteer? An Experimental Analysis of Preferences for Time Donation. In tamu.edu. Retrieved on March 21, 2015 from http://econweb.tamu.edu/jmeer/Brown_Meer_Williams_Volunteering_and_Warm_Glow_130122.pdf

47

Calendar

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June

1.1 Survey current donors and volunteers in each demographic to gain insight into their current donation habits and opinion influencers.

Develop and test survey

Quarterly Survey Review




MM, UE, NWI 1

Survey may be done via email, website, and social media and performed throughout the year. Surveys will help AFAC refine their message to each type of public.

1.2 Conduct focus groups to gain insight into the opinion influencers, donation habits, message preference, and communication styles of people in this demographic who are not regular AFAC donors. MM, UE,

NWI 11.3 Develop informational advertisements. Developm

entPlacement

Evaluate

MM, UE 1

1. Simple facts 2. Call to action 3. Pictures.

2.1 Post Spanish-language fliers in parks.

Evaluate

NWI 1

Fliers developed in-house (will need a volunteer to assist with translation). The message is that eliminating food insecurity leads to a stronger community.

2.2 Pitch success stories and volunteer highlights to Spanish speaking news sources.

NWI 1

E.g. magazines, radio, printed papers, and online news sites. The story would focus on how getting necessary food helps the client support and build their families and local community.

2.3 Pitch to Spanish-speaking or bilingual journalists the option to interview clients and/or volunteers. NWI 1

Either in Spanish or in English with a translator

3.1 Restaurant campaign

MM, UE 1, 3

Choose a day when mentioning AFAC gives a percentage of the order to AFAC. Conversely, the clerk would tell the customers at checkout what percentage of their purchase went to AFAC.

3.2 Local business campaign MM, UE,

NWI 1,3Shops will vary by audience; ask customers to donate at checkout.


Strategy 1: Appeal to each target public's values (e.g. community involvement, social development, and self-actualization).

Strategy 2: Highlight how AFAC strengthens the community as a whole by relieving financial stress and food insecurity.

Strategy 3: Form a mental and emotional association between AFAC and other organizations target audiences know and trust.

Related Objective*Key Activity MonthStrategy & Tactics Target

Public* Notes

48

Calendar




Public* Notes

3.3 Post fliers in religious centers asking for donations and/or volunteers. MM, UE,

NWI 13.4 Distribute fliers at local schools and colleges about volunteer opportunities. MM 13.5 Ask local business or political leaders to speak at or attend AFAC-sponsored events. UE 2, 3 Ad hoc3.6 Host fundraising parties in museums or art galleries. UE 1,2 Invite media to attend. 3.7 Connect Port City Brewery with Plot Against Hunger gardens to convert their waste products into fertilizer.

Host demonstration/training event MM 1,2,3

Pitch this story to bloggers (local, food, and environmental) as well as local newspapers.

4.1 Find people who used to use AFAC but don’t need to anymore to talk about how it helped them.

MM, UE 1,2

Ideally, find people who are also now helping AFAC to show how they've come full circle story. Pitch these stories to print journalists (e.g. local newspapers, metro section of The Washington Post) and bloggers.

4.2 Pitch volunteer stories MM, UE 1,2

Personal observations of the difference AFAC makes.

4.3 Pitch teachers stories MM, UE 1,2

Describe the difference AFAC makes on their students.

4.4 "Be courageous" campaign - distribute flyers to clients. Portray them as courageous for sharing their story and helping others as they are being helped.

Develop flyers

Evaluate

MM, UE, NWI 1,2,

Ask clients to share their story. Gather their stories/pictures/recorded interviews, and pitch to media/post on website/use in current campaigns/save for later campaigns.

5.1 Ask current volunteers to retweet, share, and like AFAC stories on social media (especially events). MM, NWI 1,25.2 Ask current volunteers to review AFAC on public forums

MM, NWI 1,2

Charity websites (e.g. justgive.org/charity), AFAC’s Facebook page, Yelp, and other places that this public will go to research testimonials.

Strategy 4: Highlight success stories.

Advertise demonstration and

training event

Strategy 5: Emphasize how beneficial and rewarding it is to volunteer at AFAC .

Strategy 6: Associate the problem with places people know to show the proximity.

49

Calendar




Public* Notes

6.1 Host an Easter Egg roll (or hunt) in one of Arlington’s many parks. Planning

and permit application (30 days prior)

MM, UE, NWI 1,2

Hosting the event will generate more name recognition for AFAC and tie their message to a physical place (Arlington parks) to show people how close the hunger problem is to their own community.

6.2 Host a booth at local Farmer's Markets

MM, UE, NWI 1,3

6.3 Host a photo scavenger hunt in Clarendon.

Apply for permit 90 days before event MM 1,2,3

Participants wear costumes depicting their favorite foods. Prizes for best costume. Participants would follow AFAC on Twitter and post their pictures online. Each station could include Hunger Facts.

6.4 Host a booth at a public cultural celebration

Planning NWI 1,2

E.g. 2014 Latinoamerican Festival http://parks.arlingtonva.us/events/latinoamerican-festival/

7.1 Print a message on bar napkins, coasters, and disposable coffee cups which challenges people to play AFAC’s Hunger Game.

MM 1,3Distribute this to local bars, coffee shops, and restaurants.

7.2 Create the Hunger Game challenge advertisements for buses (sides and inside) and at bus stops and metro stations.

Evaluate

MM, NWI 1 Include pictures of clients.7.3 Collaborate with a grocery store to host a “grocery store walkout” or public “demonstration.”

Determine venue and negotiate approval MM 1,2,3

The message being that there is so much food within easy reach but people are still going hungry. Pitch this to local news (television if possible but also bloggers and print/online newspapers).

Advertise

Advertise

Logistics

National Hispanic Heritage Month (Sept

15 - Oct 15)

Placement

Strategy 7: Make people curious. Pose a question or challenge and invite them to close the curiosity gap to learn more.

50

MM= Metro Millennials

Objective 1: Increase the number of individual volunteers and/or donations by 10 percent over the next year

UE = Urban EliteObjective 2: Increase the number of media stories (traditional, social,

and other word-of-mouth) about AFAC by one or more story per month over the next year

NWI = New Wave Internationals

Objective 3: Convince two or more Arlington businesses to integrate supporting AFAC into their corporate social responsibility outreach

programs over the next year

KEY*

51

Budget

Item Quantity Cost Per Item Total Cost Notes

1.1 Survey current donors and volunteers

Electronic Survey (labor hours) 3 hours developing $36/hour labor cost $108

Survey may be done via email and link on website and social media. Labor cost estimated by average salary for a non-profit communications director from http://www.simplyhired.com/salaries-k-communications-manager-non-profit-jobs.html. Various free survey building tools are available online (e.g. Survey Monkey).

1.2 Conduct focus groups Refreshments (coffee, doughnuts, plates, napkins) 10 groups $30 $300

Focus groups may be conducted at Arlington libraries or at AFAC's warehouse for free. http://arlingtonva.libcal.com/booking/smallmeetingrooms

1.3 Develop informational advertisements.

1. Posters for bus/metro stations and inside buses/metro cars

2. bus-side advertisements 1. Approx. 30 bus stops in Arlington; 10 metro stations in Arlington

2. 5 buses

TBD TBD

OUTFRONT Media handles advertisement for the Washington, DC Metro system (http://www.outfrontmedia.com/pages/default.aspx). I am awaiting a response to my price inquiry.

See addendum an estimated price based on Washington DC rates from http://www.bluelinemedia.com/bus-advertising/washington-dc.

Note: ART buses do not currently allow advertising and bus shelters do not allow people to display unnofficial advertisements (i.e. taping them up yourself).

2.1 Post or hand out Spanish-language fliers in parks 1. 8.5 x 10 Paper Flyers

1 Ream (500 flyers);1/2 ink cartridge;3 hours developing and printing

$10 paper cost;$20 ink costs;$36/hour labor cost $138

Fliers developed and printed in-house and posted by volunteers. Office supplies cost estimated from officedepot.com.

2.2 Pitch success stories and volunteer highlights to Spanish speaking news sources. Write and deliver pitches (labor hours)

Varies by how many pitches are made and how long they take to make. Varies Varies

2.3 Pitch to Spanish-speaking or bilingual journalists the option to interview clients and/or volunteers. Write and deliver pitches (labor hours)


3.1 Restaurant campaign Pitch idea to local restaurants (labor hours)Varies by how many pitches are made until one agrees.

Varies VariesShould not incur additional advertising costs if done solely electronically.

3.2 Local business campaignPitch idea to local businesses (labor hours)

Varies by how many pitches are made until one agrees.

Varies VariesShould not incur additional advertising costs if done solely electronically.

3.3 Post fliers in religious centers asking for donations and/or volunteers. 8.5 x 10 Paper Flyers

1 ream (500 flyers);1/2 ink cartridge;3 hours developing and printing


Fliers developed and printed in-house and posted by volunteers. 3.4 Distribute fliers at local schools and colleges about volunteer opportunities. 8.5 x 10 Paper Flyers



Fliers developed and printed in-house and posted by volunteers. 3.5 Ask local business or political leaders to speak at or attend AFAC-sponsored events. Propose idea (labor hours)






52

Budget



3.6 Host fundraising party in museums or art galleries. 1. Light Refreshments

2. Serving Tables (www.brookerentalcenter.com)

3. Utensils (cups, plates, plastic ware - ordered via Amazon Prime)

4. Labor Costs (planning and execution)

1. Approx. 400 servings2. 23. 1 case (400 units per case) of each utensil; 4 cases (100 each) of plates; 2 case (400 units per case) napkins; 1 case cups (600 count)4. 8 hours labor

1. $82. $8.503. $9 for utensils, $4 plates, $8 napkins, $15 cups4. $36/hour

$3,550 Ideally, refreshments would be donated by local restaurants or grocery stores. Venue would be determined by availability and willingness to host for free.

3.7 Port City Brewery fertilizer 1. Propose idea and lead training sessions (labor hours)

2. Transport containers3. Fuel

1. 4 hours 2. 43. 30 Gallons

1. $36/hour2. $503. $2.40 $477

Volunteers would pick up and deliver waste product from Port City.

4.1 Pitch "full-circle" success stories. Write and deliver pitches (labor hours)


4.2 Pitch volunteer stories

Write and deliver pitches (labor hours)


4.3 Pitch teachers stories

Write and deliver pitches (labor hours)


4.4 Distribute flyers to clients

8.5 x 10 Paper Flyers



Fliers developed and printed in-house and posted by volunteers.

5.1 Ask current volunteers to retweet, share, and like AFAC stories on social media (especially events). N/A N/A

$0 $0

5.2 Ask current volunteers to review AFAC on public forums. N/A N/A $0 $0

6.1 Host an Easter Egg roll (or hunt) in one of Arlington’s many parks.

1. Park Rental Fees; 1 staff member2. Plastic Eggs3. Candy 4. Prizes5. Staff labor (planning, set up, during, clean up)

1. 3 hours2. 2003. 2 bulk cases (300 pieces each)4. 3 5. 10 hours

1. $190/hour 2. $.203. $354. $105. $36/hour labor cost

$690

AFAC should qualify for the Special Event Fee Reduction Program. Eligible nonprofit organization may receive a maximum of two fee reduction awards per County fiscal year. Fee reduction awards are a maximum of $4,000, per event, if the event is approved.

6.2 Host a booth or distribute flyers at local Farmer's Markets Flyers

1 ream (500 flyers);1/2 ink cartridge;

$10 paper cost;$20 ink costs; $30/event

AFAC would supply a table. If one is not available, then add an additional one-time table purchase of approx. $50 (applies to 6.4 also). Labor cost for printing material removed because it can be rolled into printing for the other advertisements.


1. Prizes (winner and costume)2. Labor costs (planning, oversight)

1. 11 (1 team, 1 individual costume, 1 team costume)2. 10 hours

1. $20/gift card2. $36/hour labor cost $580

Participants wear costumes depicting their favorite foods. Prizes for best costume. 1 team = 5 individuals.

6.4 Host a booth at a public cultural celebration Flyers

1 ream (500 flyers);1/2 ink cartridge;

$10 paper cost;$20 ink costs; $30/event

Labor cost for printing material removed because it can be rolled into printing for the other advertisements.




53

Budget




1. Napkins2. Coasters3. Disposable cups (20 oz. size)

1. 10002. 10003. 2 cases (1200)

1. $.332. $.643. $69.40 $1,109

Distribute material to local bars, coffee shops, and restaurants. Napkins priced at thestationerystudio.com. Coasters priced at evermine.com. Cups priced at yourbrandcafe.com

7.2 Create Hunger Game challenge advertisements (http://smrvl.com/afac/)

1. Posters for bus/metro stations and inside buses/metro cars2. Bus-side advertisements

1. Approx. 30 bus stops in Arlington; 10 metro stations in Arlington2. 5 buses

TBD TBD See 1.3

7.3 Collaborate with a grocery store to host a “grocery store walkout” or public “demonstration.”

1. Pitch idea to local grocery stores (labor hours)2. Create "protest" signs (poster board, markers, and labor)3. Water for volunteer "protestors"

1. Varies2. 1 carton (25 posters); 1 pack (5 markers); 1 hour labor3. 2 cases (48 bottles)

1. Varies2. 17; 5.50; Volunteer labor3. $6

$34.50

TOTAL $7,460 Current total does not reflect Metro advertisements costs.


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Metro AdvertisementsItem Minimum

Purchase Cost Per Item Total Cost Notes

Bus stop/shelter add 15 $3,000 - $6,500 $45,000 - $97,500Per 4 week period. Cost based on range for high income areas.

Bus side (King) 15 $150 - $950 $2250 - $14,250 Per 4 week period.Bus tail 15 $150 - $450 $2250 - $6750 Per 4 week period.

Interior Display (Top) 25 $20 - $50 $500 - $1250 Per 4 week period.Interior Display (Front) 25 $ 40 - $90 $1000 - $2250 Per 4 week period.

Michelangelo (Ceiling Display) 25 $40 -$125 $1000 - $3125 Per 4 week period.

Total $52,000 - $125,125

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Evaluation

Criteria Tool

1.1 Survey current donors and volunteers

Compare the survey data (motivation for giving or volunteering, opinion influencers, preferred communications medium, etc.) with current messages and communication modes. Use this information to evaluate whether AFAC's message match the key publics' values and whether the lines of communication match how the key publics want to receive information. If more than 10% of a message does not exhibit best practices of communication to its target public, then restructure the message.

Quantitative analysis using tools native to the survey software (e.g. percentages of responses). Qualitative analysis using two or more staff to ensure data is being interpreted accurately and consistently. Communications director will review data every quarter.

1.2 Conduct focus groups Test current and revised messages with members of target publics. If 20% or more of the focus group indicates that the message does not connect with or interest them, then continue to revise message. Record or take notes of sessions and analyze comment.

1.3 Develop informational advertisements.

10% increase in web site traffic, 5% increase in donations, and/or 10 new volunteers per quarter tied to new advertisements.

The AFAC web designer should be able to integrate a simple site survey. This can be in the form of a link or a pop-up asking visitors to take a short survey (no more than 5 questions). The first method is to include a survey question asking site visitors or donors to indicate how they heard about AFAC and which specific advertisement influenced their decision to visit the site and/or donate. If they are a new volunteer, then ask them how they heard about AFAC when you process them. The second method is to use web site analytics software to see if there is an increase in site traffic. This data typically includes information about how the visitor arrived at the web page. Using a custom QR code or site link for each different advertisement style (e.g. informational versus Hunger Game challenge) will help differentiate which is driving website traffic.

2.1 Post fliers in parks 10% increase in web site traffic, 5% increase in donations, and/or 10 new volunteers per quarter tied to new advertisements. See 1.3

2.2 Pitch success stories and volunteer highlights to Spanish speaking news sources.

One accepted story per quarter. Search major Spanish publications and other news sources for mentions of AFAC.

2.3 Pitch to Spanish-speaking or bilingual journalists the option to interview clients and/or volunteers.

One accepted story per quarter. Search major Spanish publications and other news sources for mentions of AFAC.

3.1 Restaurant campaign At least one restaurant agrees to join the campaign and raises $1,000 month during the campaign.

Monitor donations from these partners and record how much money they send. Include survey question on web site to see if this campaign inspired them to visit the web site and/or donate further.

3.2 Local business campaign At least one business agrees to join the campaign and raises $1,000 month during the campaign. Monitor donations from these partners and record how much money they send. Include survey question on web site to see if this campaign inspired them to visit the web site and/or donate further.

3.3 Post fliers in religious centers asking for donations and/or volunteers.

10% increase in web site traffic, 5% increase in donations, and/or 10 new volunteers per quarter tied to new advertisements. See 1.3

3.4 Distribute fliers at local schools and colleges about volunteer opportunities.

10% increase in web site traffic, 5% increase in donations, and/or 10 new volunteers per quarter tied to new advertisements. See 1.3

3.5 Ask local business or political leaders to speak at or attend AFAC-sponsored events.

At least one media story about the event in a publication with at least 10,000 subscribers (or 1,000 in the case of local bloggers) and a 10% increase in web traffic for the week linked to that story.

Use AFAC's current reporting software (or another like Google Trends) to track new stories and link to the AFAC web site. This reporting software should indicate if visitor came to the AFAC website from a link on the news story and show whether they donated after visiting the website.

3.6 Host fundraising party in museums or art galleries.

At least one media story about the event in a publication with at least 10,000 subscribers (or 1,000 in the case of local bloggers) and a 10% increase in web traffic for the week linked to that story. See 3.5

3.7 Port City Brewery fertilizer Two or more media story about the event in a publication with at least 10,000 subscribers (or 1,000 in the case of local bloggers) and a 10% increase in web traffic for the week linked to that story.. See 3.5

4.1 Pitch "full-circle" success stories. One new story every six months in a publication with at least 10,000 subscribers (or 1,000 in the case of local bloggers) and a 10% increase in web traffic for the week linked to that story. See 3.5

4.2 Pitch volunteer stories One new story every six months in a publication with at least 10,000 subscribers (or 1,000 in the case of local bloggers) and a 10% increase in web traffic for the week linked to that story. See 3.5

4.3 Pitch teachers stories One new story every six months in a publication with at least 10,000 subscribers (or 1,000 in the case of local bloggers) and a 10% increase in web traffic for the week linked to that story. See 3.5

4.4 Distribute flyers to clients Two new client profiles per quarter. Ask clients who agree to be interviewed whether the flyer influenced their decision and, if so, to what degree. Track this information on an Excel spreadsheet.

5.1 Ask current volunteers to retweet, share, and like AFAC stories on social media (especially events). 15% increase in social media shares, retweets, and likes.

Use native analytics software or others such as TweetDeck or Hootsuite to track increase in social media engagement. Include "social media" as an option in the survey for how site visitors heard about AFAC.

5.2 Ask current volunteers to review AFAC on public forums. 10 new reviews per quarter.

Visit major non-profit watchdogs, AFAC's Facebook page, Yelp, etc. quarterly to track new reviews. Use Google Alerts to track new mentions of AFAC to see if they are positive or negative.







56

Evaluation

Criteria ToolTo raise awareness for the increasing demand on AFAC's services to increase fundraising and volunteers.

6.1 Host an Easter egg roll (or hunt) in one of Arlington’s many parks.

At least one media story about the event in a publication with at least 10,000 subscribers (or 1,000 in the case of local bloggers). 50 social media stories, shares, likes, or retweets about the event.

Use native analytics software or others such as TweetDeck or Hootsuite to track increase in social media engagement (people who shared or liked photos of the event). Include special events like the Easter egg hunt as survey option for how visitors heard about AFAC.

6.2 Host a booth or distribute flyers at local Farmer's Markets

10% increase in web site traffic, 5% increase in donations ,and/or 10 new volunteers per quarter tied to new advertisements. See 1.3


At least one media story about the event in a publication with at least 10,000 subscribers (or 1,000 in the case of local bloggers) and a 10% increase in web traffic for the week linked to that story. 50 social media stories, shares, likes, or retweets about the event.

See 6.1

6.4 Host a booth at a public cultural celebration 10% increase in web site traffic, 5% increase in donations ,and/or 10 new volunteers per quarter tied to new advertisements. See 1.3


10% increase in web site traffic, 5% increase in donations ,and/or 10 new volunteers per quarter tied to new advertisements. See 1.3

7.2 Create Hunger Game challenge advertisements 10% increase in web site traffic, 5% increase in donations ,and/or 10 new volunteers per quarter tied to new advertisements. See 1.3

7.3 Collaborate with a grocery store to host a “grocery store walkout” or public “demonstration.”

At least one media story about the event in a publication with at least 10,000 subscribers (or 1,000 in the case of local bloggers) and a 10% increase in web traffic for the week linked to that story. See 3.5



57

Collateral Materials

58

Do You Know Where You Will Get Your Next Meal?

www.Afac.org

31,500 people in Arlington don’t

How well could you feed yourself on less? Take the Hunger Challenge and find out: http://smrvl.com/afac/

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Sample Survey 11

Note: This survey may be included on the website and emailed to donors. For longer standing donors or donors who contribute significant sums of money, consider direct paper mailing or personal phone calls.

1. Who tends to influence your opinion on social issues? a. Friends/family b. Coworkers c. Religious leader d. Local celebrities. Please be specific. e. National celebrities. Please be specific. f. Local politicians (e.g. city council). Please be specific. g. National politicians (e.g. senator). Please be specific. h. Other. Please be specific.

2. Where do you get your news? Select all that apply. Note: include survey logic to follow up with a question asking them to rank their selections.

a. Social Media b. Radio c. Network or local television d. Cable television e. Print newspaper f. Online newspaper g. Co-workers h. Blogs i. News aggregator (e.g. Google News, Reddit) j. Other. Please be specific.

3. Have you ever visited a website you saw advertised in a public place (e.g. subway stop)?

[If no, skip to next question]. What type of advertisement (product, service, PSA, company, non-profit, other – be specific)?

4. Do you now or have you in the past donated to any charities or non-profits including AFAC but not including regular donations to religious organizations? (Y/N) [Note:

1 http://www.gailperry.com/2014/04/try-asking-donors-feedback-theyll-love/ http://www.nonprofitmarketingguide.com/blog/2014/06/10/what-questions-do-you-include-in-donor-surveys/ https://nonprofitquarterly.org/philanthropy/23090-i-can-t-get-no-satisfaction.html http://npengage.com/nonprofit-fundraising/are-you-asking-the-right-questions-your-peer-peer-fundraising-survey/ https://www.surveymonkey.com/mp/non-profit-survey-templates/ http://www.surveyshare.com/templates/donorsatisfactioncharity.html https://fluidsurveys.com/survey-templates/donor-satisfaction/

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include survey logic to skip to the next question if no]. If so, what motivates you to donate?

5. Do you now or have you in the past volunteered with any charities or non-profits including AFAC? (Y/N) [Note: include survey logic to skip to the next question if no] If so, what motivates you to volunteer?

6. The news I receive from AFAC is: not enough, just right, too much (circle one).

7. If you could only do one, would you rather volunteer or donate? Why?

8. Message preferences. Please rate, in order of impact, what messages affect you the most.

a. True stories about social issues like poverty and hunger b. Facts and figures about social issues like poverty and hunger c. Information about the proximity of social issues like poverty and hunger d. How people you know feel about social issues e. How people you admire but don’t necessarily know personally feel about social

issues

9. Please rate these statements: Strongly agree, agree, don’t know, disagree, strongly disagree, does not apply to me.

a. AFAC is an organization I trust b. Giving my time and/or money to AFAC is a worthwhile investment c. AFAC uses donations wisely/efficiently d. AFAC treats its clients with dignity e. AFAC values its donors f. AFAC values its volunteers g. AFAC provides a necessary service

10. Please rate these statements. Strongly agree, agree, don’t know, disagree, strongly

disagree, does not apply to me. a. I donate or volunteer because it feels good b. I donate or volunteer because it’s the right thing to do c. I donate or volunteer because of the people involved with the organization. d. I donate or volunteer because I am passionate about the cause e. I am more likely to donate or volunteer if I receive social recognition for it

11. Would you like to be on our mailing list? (Y/N) [If no, then skip to next question]. Do

you prefer to receive our mailings by email or physical mail? Please provide an address for either.

12. How often do you use social media? a. Daily

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b. Two or three times per week c. Once a week d. Once a month e. Less than once per month

13. Have you ever used social media to donate to a charity or non-profit? Why or why not?

14. Are you interested in using social media to donate? (Definitely, maybe, no).

15. Please tell us how you’ve used the AFAC web site (check all that apply)

a. Register to donate b. Register to volunteer or find volunteer opportunities c. Register for or find more information about an event d. Find information about hunger in Arlington e. None of these f. I’ve never used the AFAC website

16. Did you experience any problems with doing any of those activities? If yes, please

explain.

Optional: standard demographic data (age range, income range, zip code, ethnicity, gender)

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Sample Survey 2

Note: Add this as a form question when site visitors donate or as a pop-up window when visitors arrive at the home page.

Where did you learn about the Arlington Food Assistance Center? Select all that apply.

1. Friends or family

2. Coworker

3. Religious Institution

4. Flyer Note: set survey logic to include a follow up question page if they select this

Where?

A. In a park

B. At a bus stop, inside a bus, or on the side of a bus [i.e. the “Information” campaign]

C. On a coffee cup, napkin, or coaster [i.e. the “Hunger game challenge”]

D. At my school

E. Other. Please be specific.

5. Restaurant or local business. Note: set survey logic to include a follow up question page if they select this

Which one? (Open ended. Include a radial option for “don’t remember”)

6. News Story. Note: set survey logic to include a follow up question page if they select thi

Which one? (Open ended. Include a radial option for “don’t remember”).

7. Other. Note: set survey logic to include a follow up question page if they select this

Where? Please be specific.

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© 2003 The Osborne Group, Inc. 701 Westchester Avenue, Suite 205W White Plains, NY 10604 www.theosbornegroup.com

1

Donor Satisfaction Survey or Accountability & Philanthropy Study or Survey1

A Resource of The Osborne Group, Inc.

Sample Survey 3 GIFTS TO YOUR ORGANIZATION

1) Over (your lifetime) (the last five years) (the last year) you have generously helped us (state intended purpose of gifts of time and money); how did those gifts and involvements come about?

2) Of the programs and services your gifts help support, what are the most important to you? Which are expressed in the most compelling way? • List your core service or program areas as a prompt • Mention specifics included in your leadership giving materials

3) To what degree do you feel your gifts of (time and money) to us have made a difference (to the people you serve) (to the community you serve) (in achieving our mission)? • Great difference • Moderate difference • Little difference How so?

4) How have we demonstrated that difference?

5) To what extent have you found our reports to you: (very, somewhat, not very) • Helpful • Accurate • Illuminating • Responsible • Meaningful

6) How could we enhance our efforts?

7) Please rank each of the following actions on a scale of one to five: Five = exceptional

1 For the original survey with instructions, see http://tinyurl.com/l5xyzx9

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2

Three = good One = needs work • Timeliness and appropriateness of thank you notes and receipt • Spending your gifts in the manner agreed • Managing donated funds prudently and effectively • Recognizing your contributions in public and private ways • Connecting you with the recipients and beneficiaries of your philanthropy

PERSONAL PHILANTHROPY & MOTIVATION

8) What are some of the guiding principles you use to make your philanthropic decisions? 9) In what ways are (your spouses’) (your children’s) (the members of your decision making

group’s) guiding principles the same and in what ways are they different? How does that impact your philanthropic decisions?

10) To what extent does our mission (vision, work) match your beliefs? • Very much • Somewhat • Not very much How so?

11) What do you expect from the charitable organizations in which you are involved?

12) To what extent are we meeting those expectations? • Very well • Moderately well • Not very well How could we enhance that?

13) What do you value most about the impact charitable organizations achieve in our community (state, region, country)?

14) Of the organizations to which you give, which ones do the best jobs in sharing the significance and impact of your gifts? How so?

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3

15) Of all the gifts you have given, which have given you the most joy? Why?

16) Where on your list of philanthropies are we? Is the list different for (your spouse) (your children) (the giving committee members)? In what ways?

ENGAGEMENT & INVOLVEMENT PREFERENCES

17) What is your philosophy about volunteering for organizations?

18) How do you feel about the boards on which you serve? (How satisfied are you with your service to our organization (our board))? • Very satisfied • Moderately satisfied • Not very satisfied How so?

19) What do you believe are the key attributes of an excellent volunteer (board member)? How so?

OVERALL IMPRESSIONS

20) How well would you say you know members of our Board and our CEO? • Very well • Somewhat • Not well If known, what are your impressions of them? If not known, what impact would knowing our leadership have on your relationship with us?

21) On a scale of one to five with five being very satisfied and one being not at all satisfied, how would you rank your level of satisfaction with your giving to our organization?

22) Is there anything that we have not discussed that would make you more satisfied with being a donor?

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4

Thank you very much for your time. We’ll get back to you with the overall results of our donor satisfaction study and seek your ideas about how we can continue to improve our score with all of our donors.

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Sample Survey 4

Post Event Survey

1. Is this the first AFAC-sponsored event you’ve attended? If yes, skip to question 4.

2. How did it compare to previous events? (Better, the same, worse).

3. What other events have you attended?

4. What was your favorite part of the event?

5. What was your least favorite part?

6. Did you feel that the event was well-organized? Why or why not?

7. Did you have any questions during the event? If so, did staff members or volunteers satisfactorily answer them?

8. What were your primary motivations for attending?

A. Speaker

B. Meeting new people

C. Spending time with friends

D. Support for a good cause

E. Other

9. Please give us any other comments you have.

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Useful Resources

Creating QR codes for Advertisements:

http://www.qrstuff.com/

Demographic Research

http://projects.arlingtonva.us/data-research/

http://www.esri.com/landing-pages/tapestry

https://philanthropy.com/interactives/how-america-gives#county/51013

http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf

Social Media Insights

http://www.socialmediaexaminer.com/new-facebook-insights/

http://juntaedelane.com/how-to-create-perfect-posts-on-social-media/

http://www.socialmediaexaminer.com/26-ideas-social-media-updates/?utm_content=buffer2bcf4&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer

http://blog.hubspot.com/blog/tabid/6307/bid/34180/30-Terrible-Pieces-of-Social-Media-Advice-You-Should-Ignore.aspx

https://hootsuite.com/

http://expandedramblings.com/index.php/march-2013-by-the-numbers-a-few-amazing-twitter-stats/

http://mashable.com/2009/06/02/social-media-policy-musts/

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AFAC Communications Plan

Documents