MCAF Final Closing Presentation

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Monroe CountyAutism FoundationNonprofit Public Relations Campaign Skylar Whitney | J431 | June-August 2015

+Situation Analysis

+Background

2011: Founded as R.E.A.C.H. Autism Foundation

2014: Interim President Andrew Lambert reorganized R.E.A.C.H Renamed Monroe County Autism Foundation Added 4 new board members

2015: First impression: New, but passionate and organized; Lack

of online presence; Little to no publicity for events

+Competition

• Inside:• Local Autism Support

Competition

• Outside:• Any other nonprofit

whose main goal is to fundraise to support mission

+Most Important Goal of 2015

Andrew Lambert—MCAF President “We would really love to

increase the organization’s visibility in and around Bloomington, IN and to build awareness of how MCAF is trying to help families affected by ASD to donors, volunteers, and even potential families that MCAF could help.

+Communications Analysis

+Current Approach

Attempting to expand in Bloomington, IN via social media sites and support materials

No specific goals aimed toward communications tactics Need two-way communication

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Audiences

• Potential and Current Donors

• Families with children diagnosed on the spectrum

• Volunteers for events

+Tools

Website Contact information Donation page

Support Media Brochure

Social Media Likes Event pages Contact information

+Communications Tracking

+Facebook | March 25th – April 3rd

Research 74 page likes

Day One: Two identical events created for Dine to Donate

Follow-up: No communication with target audiences No wall posts Events created:

April 12th: 1 like; 0 responses; 0 invites April 19th: 4 likes; 0 responses; 0 invites

+Campaign Outline and Tool Development

+Strategy

Three-month campaign (June-August 2015) Core Message:

the desire of MCAF to enable families that would be otherwise unable to afford or achieve remedial therapy with the help of the local community

4 Elements to Support Message: Social Media E-Newsletter Brochure Radio Ad

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Social Media

• Create all event pages

• Weekly Posting Schedule

• Increased two-way communication

+ June Social Media Posting Schedule

Week Post #1(M/T)

Post #2(W/R)

Post #3(F/S)

Week of June 1st Thank participants of Golf Outing (on May 21)

Family Update #1 Donate to MCAF and help local families

Week of June 8th Announce All-You-Can-Eat Breakfast (on June 20)

Board Update #1 Purchase tickets to AYCE Breakfast

Week of June 15th Announce All-You-Can-Eat Breakfast (on June 20)

Family Update #2 Donate to MCAF and help local families

Week of June 22nd Announce the Kid Cazooey Concert

Board Update #2 Purchase tickets for K.C. Concert

+E-Newsletter

Compose and distribute monthly one-page newsletter via email to interested parties

Sign-up on Facebook, Website Homepage, Volunteer page, and Donation page

Invitation sent to previous donors First e-newsletter sent July 15th (and the 15th of every

following month) Content composed of Facebook posts and updates on

families helped, upcoming events, and board members

+ Brochure• Four major content updates and changes

• Contact information; photos; testimonials; mission

+Advertisement

Radio Ad with B97 Launch Monday, June 8th (one week into campaign) Introduce MCAF and upcoming events

Possibility of ad for MCAF 4th Annual 5K in Sept./Oct.

Content: Information for date, location, and tickets for 2nd Annual All-You-

Can-Eat Breakfast Script:

“Monroe County Autism Foundation—or MCAF for short-- presents its’ SECOND Annual All-You-Can-Eat Breakfast at the American Legion #18 on June 20th, 2015. All proceeds go back to Monroe County Autism Foundation and support their mission to help provide financial resources for educational and therapeutic purposes to families in Monroe County with children affected by Autism. Tickets are $7 and can be purchased on MCAF’s Facebook page or at the American Legion #18. Come out and show your support for children with Autism in Monroe County.”

+Evaluation (Sept. 1st | Dec 1st)

Social Media # of ”Likes”; post likes, comments, and shares; and frequency

of communication with interested audiences 15% increase in “Likes” after 3 months (40% ^ in 6 months)

E-Newsletter # of registrations to e-newsletter in first 3 months (6 months) # of responses to donor letters

Events # of ticket sales or people at events (specifically AYCEB)

Donations Amount collected during 3-month campaign