NBuild Brighter Futures for Orange Countyâ€™s Homeless
Celia Huling . Kimberly Katz . Janelle Kruly . Charlie McKinnes . Megan Rutledge . Christina Tellone
Illumination Foundation Build Brighter Futures
for Orange Countyâ€™s Homeless
Celia Huling . Kimberly Katz . Janelle Kruly . Charlie McKinnes . Megan Rutledge . Christina Tellone
TABLE OF CONTENTS
Introduction Fact Sheet Executive Summary
3 4 5
CAMPAIGN PLAN Background Situation Analysis Core Problem, Goals and Objectives Key Publics Campaign Theme and Messaging Strategies and Tactics Communication Confirmation Table Calendar Budget Evaluation Criteria and Tools
9 11 12 13 17 19 22 26 28 30
COMMUNICATION TOOLS News Release Feature Release Social Media Site Media Alert Media Pitch Email Executive Director Biography Press Kit Public Service Announcement Direct Mail Poster Newsletter Brochure
35 37 40 43 46 48 51 55 57 60 62 67
APPENDIX Research Summary Competitive Literature Analysis Preliminary Identification of Publics Research Bibliography
73 86 93 94
Beggars, drug addicts, lazy, helpless. These are words that college students in a recent focus group used to describe their impression of homelessness in Orange County. Many of these students even admitted that they were fearful and unsympathetic of homeless people due to past experiences and the negative stereotypes associated with homelessness. Our team was both shaken by and empathetic toward these opinions. Through research we discovered that there is a dramatic lack of awareness and education of the homelessness problem in Orange County. An estimated population of 21,000-35,000 women, children, and families do not have a roof over their heads. In today’s economic crisis, a critical shortage of affordable housing and a 10% local unemployment rate is a major cause of this problem. Homelessness in Orange County had reached critical proportions, and there were not enough resources designated for chronic and emergency programs until Illumination Foundation (IF) was founded in 2007. IF offers a low-entry threshold to provide a safety net for homeless and at-risk families and individuals. However, IF continues its work with low visibility due to the negative stereotype of homelessness and the public’s lack of compassion to their situations. Our team realized that a major change in the perception of homelessness was needed. One of IF’s key challenges is the lack of awareness of the homeless problem in Orange County. In order for people to be willing to assist the homeless, they have to see past the negative stereotypes. Education is an issue that must be addressed. In addition, another key problem is the lack of awareness that IF is an aid to the homeless problem. Our team recognized that if we do not help IF raise awareness of homelessness in Orange County and promote the organization as a solution to the problem, it will have difficulty cultivating volunteers and advocates. IF also has a limited number of volunteers and donors. Many people are unaware that IF exists, which makes them unable to help. This is a major problem because the lack of volunteers and donors over time will impact IF’s ability to continue providing services to those in need. Our campaign, “Build Brighter Futures for Orange County’s Homeless,” speaks directly to college students, donors, and businesses in Orange County to bring awareness to homelessness and IF. Awareness throughout these key publics will help bring in dedicated volunteers, in-kind and monetary donations, an hopefully change the negative stereotypes toward homelessness. In creating this campaign, it was clear that in order to increase awareness of the Illumination Foundation we must start with the future of Orange County: college students. We propose that Illumination Foundation put major effort into reaching out to local college students because they have the skills, the time, and the dedication to be proactive and truly bring light to this problem.
780 Roosevelt, Irvine, CA 92620
Contact: Katie Rootlieb krootlieb@Ifhomeless.org (949) 237-0563
Mission: The purpose of Illumination Foundation is to illuminate lives by bridging the gaps in existing services for the most underserved, to break or prevent the cycle of homelessness in Orange County. Organization: A board of directors oversees Illumination Foundation. Executive Director Paul Leon leads a team of 14 board members and three special advisors. Facility: Illumination Foundationâ€™s main headquarters are located at 780 Roosevelt, Irvine, CA 92629. There are also two other site locations in Costa Mesa, Calif., and Anaheim, Calif. Programs and Services: The Illumination Foundation offers four programs. Community outreach programs include the Mobile Multi-Service Center, providing free medical care, and the Family is Home Partnership Program, providing case management to families living in motels. IF also has an Interim Housing Program to bridge the gap between emergency shelters and permanent housing, a Permanent Housing Program that transitions families into affordable housing, and a Recuperative Care Program to assist the homeless who have been discharged from the hospital. Hours: Office hours are Monday through Friday from 9 a.m. to 5 p.m. The Served: Illumination Foundation is family focused. Approximately 60-70% of those served are women. Through its Interim Housing program, the organization has given 120 families a place to stay in between emergency shelters and permanent housing, and as a result assisted 260 children and 180 adults. Since October of 2009, 32 households have been transitioned into permanent housing. In 2009, MMSC clinics provided medical services to 970 clients. Since January 2010, the Recuperative Care Program has served 56 clients for a total of 595 nights. Donors: Illumination Foundation benefits from the support of its partners and sponsors. The organization has many sponsors but The Pacific Life Foundation, Children & Families Commission of Orange County, and Sisters of St. Joseph Healthcare Foundation have made the largest contributions of greater that $100,000. The Illumination Foundation partners with the National Health Foundation, the Hospital Association of Southern California, the Orange County Health Care Agency, and Giving Hope to Children.
“Build Brighter Futures for Orange County’s Homeless”
About Illumination Foundation: Illumination Foundation (IF) is a grassroots organization that addresses the crisis of homelessness in Orange County through integrated services that provide appropriate solutions. Founded in 2007, they offer four programs; Community Outreach with the Mobile Multi Service Clinic, Interim Housing and WrapAround Program for homeless families with children, Permanent Housing Placement for homeless of at-risk families and individuals, and Recuperative Care for homeless discharged patients. IF strives to serve those who many others turn away by having a very low-entry threshold. They are family focused and in its three years of existence has provided housing for 137 families and assisted over 286 children and 210 adults. Primary Publics: • Donors in Orange County • College Students in Orange County • Businesses in Orange County Campaign Goal: Increase awareness of homelessness in Orange County and promote Illumination Foundation as a solution to the problem in order to gain more monetary and in-kind donations, gain student volunteers and interns, and cultivate public support for the organization. Objectives: • Increase the number of people who receive IF’s e-newsletter by 15% by July 2011. • Increase the number of student volunteers/interns 35% by the Spring 2012 semester. • Increase money raised by the “Racing for Homeless Families” fundraiser by securing one triple-crown sponsor of $25,000 before the July 2011 event. • Increase attendance to fundraising events by 50% by July 2011. • Increase public coverage of IF by the Orange County media, aiming for 10 news articles, radio, or television features by July 2011. • Establish and maintain at least three new business partnerships to supply additional services to the clients of IF by July 2011. Secure a cause-related marketing plan with one business by July 2011. • Bring 30% of one-time volunteers or donors back to volunteer or attend fundraising events by the end of July 2011. • Create three Illumination Foundation clubs on Orange County college campuses by the end of Spring 2011 and achieve a minimum of 10 members per club by Fall 2012.
Illumination Foundation Strategies & Tactics: To achieve our campaign goal and objectives, we have developed several specific strategies that include creating awareness of Illumination Foundation and building lasting relationships among college students and businesses in Orange County, enhancing opportunities for donors to give, as well as educating Orange County in order to decrease the negative stereotype of homelessness. Tactics that will help accomplish these goals include: creating IF clubs on Orange County college campuses, becoming more involved with career development centers and service learning departments of Orange County colleges, creating on-campus IF events, producing an educational IF brochure to use at all events, using social media sites such as Facebook and Twitter to promote and educate Orange County about events happening with IF, hosting more extensive donor functions for better donor cultivation, and partnering with local businesses in order to provide other services for IF. Budget: While the strategies and tactics for this campaign are extremely comprehensive, the budget reflects only carefully selected media tools. The total cost for this campaign is about $4,045 after donor reimbursement.
One of the first major steps the United States made toward assisting the homeless was in 1968 during the height of the Civil Rights Movement. For the first time racial discrimination, in regards to the housing market was illegal, as the Fair Housing Act was passed by Congress (Donohoe 2004). This act was monumental because it was the first time the homeless were viewed as one entity, enabling researchers, government resources and private non-profits to truly identify the main causes of homelessness and the corrective steps to treat the homeless without bias and inequality. Unfortunately, soon after this law was passed, homelessness in the United States once again became an epidemic in the mid-1970s as the mentally ill were being released from programs across the country, in what is known as the deinstitutionalization that further perpetuated homelessness throughout the country (Donohoe 2004). The first women’s homeless shelter to offer emergency services was Rosie’s Place, founded in 1974 in Boston, Mass. Most homeless shelters throughout the country were night shelters, where the homeless had to leave in the morning. Daytime shelters were not common, but one of the first and most successful of these 24-hour shelters is the Saint Francis House, founded in Boston, Mass. in 1984. This shelter offered various activities and counseling to the residents during the day and is known as the model for this type of shelter (St. Francis 2003). It wasn’t until 1986 that the unfair treatment and negligence of the homeless by citizens and the government shifted when over 5 million Americans generated money for various homeless programs called Hand Across America. In that same year the Homeless Persons’ Survival Act was also passed. In 1987 the federal government implemented the McKinley Act that gave millions towards homeless and hunger resources and established 15 programs (HUD 2007). Since the 1980s in California, much explanation of the historically high homeless rate is credited to lifestyle choice that ultimately leads to addictions and other serious life altering factors (Quigley, Raphael, Smolensky 2001). This stigma is a reocurring setback that is often a scapegoat for many peoples’ insensitivity to the epidemic. Another main contributor to what many feel has caused an increasing rate of homeless is the declining amount of low-income rental units. This is thought to be due to the lack of funding provided by the federal government in housing development (Quigley, Raphael, Smolensky 2001). Analyses have been conducted comparing this inequality in California over the late-1960’s, 1980’s, and the early 2000’s all showing a widening gap. This recurring pattern has similar results of having a large increase in the homeless population (Quigley, Raphael, Smolensky 2001). With all of these factors, it is clear that the gap between the poor and the wealthy has only grown, causing the unfortunate homeless situation to increase, further showing that necessary reform is pertinent to the progress of reducing homelessness in California.
Illumination Foundation It was not until the late 1980s that the homeless epidemic hit an all-time high and homeless programs progressively started flourishing in Orange County. In 1989 HomeAid, a national nonprofit organization founded in Orange County was one of the first programs centered to housing the homeless through building developments (HomeAid 2001). Although this organizationâ€™s main focus is on the actual construction of homeless residences, one of their key publics is homeless families and children. Founded in 1985, American Family Housing is also one of the first homeless organizations in Orange County. Its mission is to find permanent housing for individuals and families. American Family Housing also provides other services such as counseling and life training skills (Wood 2003). Illumination Foundation (IF) was created in 2007 by Paul Leon, a nurse of 16 years, who decided to pursue his passion for public health by forming Illumination Foundation. The organization focuses on the homeless in Orange County by providing housing and various services for homeless families and children (If 2007). As mentioned above, there are other organizations with similar causes that have been around for much longer. What sets Illumination Foundation apart from others is its minimal threshold requirements creating an open policy for its clients (If 2007). Another aspect that makes IF unique is its Recuperative Care program helping homeless patients who have been released from hospitals that still are recovering from surgery. The sole focus on families and children enables the organization to develop specific, well-planned and quailty programs. Illumination Foundation faces similar obstacles as all other homeless organizations do in Orange County. Because the homeless epidemic in Orange County has grown to such proportions there are not enough resources to assist all of the homeless. Another issue that it faces is how new Illumination Foundation is in comparison to other local homeless organizations. Another one of its biggest hurdles is getting the youth involved in their cause. Student volunteers and interns are huge contributors to the work that needs to be done. Historically one of the founding setbacks Illumination Foundation has faced along with other homeless organizations is that homelessness has become a political issue. The attitude of the public about homelessness is often not in congruence to the organizationâ€™s goals. Nonetheless, Illumination Foundation has achieved many successes through its close relationships with other organizations and local hospitals and its planning of programs and events, which have led to helping many people attain stable and healthy living (IF 2007).
Today Illumination Foundation is a grassroots organization that offers four programs to serve homeless families in Orange County. The organization strives to serve those who are turned away by other organizations by having a very low entry threshold. Illumination Foundation is family focused. Approximately 60 -70% of those served are women. In its three years of existence, Illumination Foundation has provided housing during the transition between emergency shelters and permanent housing for 137 families and as a result, assisted over 286 children and 210 adults. Illumination Foundation has a community outreach program which includes a mobile multi-service center that travels throughout Orange County to provide free medical care for the homeless and the family is home partnership program. This is a program that connects the homeless with services to help them reach self-sufficiency. Illumination Foundation also has an interim housing program, providing homeless families with housing and comprehensive services. There is also a permanent housing program which transitions families and individuals into affordable and permanent housing. The organization also offers a recuperative care program that partners with the national health foundation to assist in the transitioning of discharged homeless patients. Illumination Foundation has numerous homeless families to serve but unfourtunately lacks volunteers to assist them. Volunteers are needed for their time, service, and talents. They seek to specifically target college students who are in need of internships to graduate. Some examples of volunteering opportunties are tutors, therapists, social workers, counselors, and physicians. The negative perception of homelessness in Orange County is one that the organization seeks to alter. According to the Orange County Register, â€œAn estimated 20,000 people in Orange County are homeless. The worst economic downturn since the Great Depression and a nearly 10 percent local unemployment rate have left Orange County women, children and families without roofs over their heads.â€? Illumination Foundation strives to promote general awareness of the homeless problem in Orange County and provide the community with knowledge about how volunteering at Illumination Foundation is a way to serve this population of homeless families. The need for a media outreach plan has become apparent in reaching out to volunteers.
CORE PROBLEM & GOALS AND OBJECTIVES
CORE PROBLEM If Illumination Foundation does not raise awareness of homelessness in Orange County and promote the organization as a solution to the problem, then Illumination Foundation will have difficulty cultivating volunteers, advocates, and donors, therefore impacting its ability to continue providing services.
GOALS AND OBJECTIVES Goal: To increase awareness of homelessness in Orange County and promote the Illumination Foundation as a solution to the problem in order to gain more monetary and in-kind donations, gain student volunteers and interns, and cultivate public support for the organization. Objectives: • Increase the number of people who receive IF’s e-newsletter by 15% by July 2011. • Increase the number of student volunteers/interns 35% by the Spring 2012 semester. • Increase money raised by the “Racing for Homeless Families” fundraiser by securing one triple-crown sponsor of $25,000 before the July 2011 event. • Increase attendance to fundraising events by 50% by July 2011. • Increase public coverage of IF by the Orange County media, aiming for 10 news articles, radio, or television features by July 2011. • Establish and maintain at least three new business partnerships to supply additional services to the clients of IF by July 2011. Secure a cause-related marketing plan with one business by July 2011. • Bring 30% of one-time volunteers or donors back to volunteer or attend fundraising events by the end of July 2011. • Create three Illumination Foundation clubs on Orange County college campuses by the end of Spring 2011 and achieve a minimum of 10 members per club by Fall 2012.
College Students in Orange County
This public is vital to our campaign because they can volunteer in order to keep Illumination Foundation up and running. Although college students lack the finances to give monetary donations, their ability to volunteer their time and talents is just as beneficial to the organization. College students need internships in order to fulfill requirements to graduate or for experience before getting a job. The volunteer work of medical practitioners, tutors, therapists, social workers, and counselors is what Illumination Foundation is seeking. This key public is one that is young and impressionable and so getting them involved now couldresult in their dedication to donating time and even money in the future. College students are constantly striving to get ahead and do things to better themselves and this can be done through volunteer work at a non-profit. Changing the perception of homelessness in Orange County in the minds of college students is important because they are the future. This key public has an overall negative perception of the homeless that can be changed through education and could result in an increase of volunteers. Self-Interests: Internships, college credit, service requirements, resume benefits, recognition from the university, acknowledgement from the community. Influentials: Professors, coaches, peers, Greek organization leaders, clubs, service organization leaders, parents, and university administration.
This key public encompasses the past, present, and future donors for Illumination Foundation. Donations are what Illumination Foundation needs; therefore, we must target the people and companies that have the ability to financially support this organization. Creating relationships with donors is a major part of this public. Donors must be cultivated so that Illumination Foundation can rely on them to keep donating or keep sponsoring future events. Donations to Illumination Foundation enhance the programs they provide and make them possible. Programs such as the Multi-Service Mobile Clinic function from monetary donations; so having a strong relationship with donors is key. This public would find it in their interest to fund Illumination Foundation because they would be helping this epidemic in Orange County. Many donors have the money and would be inclined to use it to help homeless people in their own neighborhoods. Most donors have families, which makes them more interested in seeing the struggling families in Orange County get help. Their interest would be to make Orange County a homelessness-free county. Self Interest: Help homeless families and children in Orange County, create visibility within the community, worthy return-on-investment, a good perception from nonprofit leaders in the community, self-worth, establishing themselves as a donor in Orange County. Influentialâ€™s: Community leaders, government officials, business community of Orange County, CEOs, competitors, large corporations with foundations or sponsorship programs.
Illumination Foundation Homeless
The homeless people in Orange County are Illumination Foundation’s highest importance because they are its clients. It is essential to know and understand the complex situation each homeless individual may have. Although it is impossible to completely know every person’s situation within this key public, a level of sensitivity is pertinent to effectively assist them. For the homeless to feel motivated to trust and accept help from Illumination Foundation, personal attention to each family is essential. One influential that can help Illumination Foundation reach out to other homeless are people who have used Illumination Foundation’s resources and have improved their lives from them. Testimonies from those who have once been homeless provide a powerful message that will support IF’s cause. Political officials, the executive director of IF, and other volunteers are hugely influential in getting the homeless to seek assistance from Illumination Foundation. Self Interest: Homeless are in need of assistance. They don’t have the resources of healthcare, mental health counseling, shelter, etc. IF gives these individuals and families a place to turn to to help them build better lives. Influentials: All homeless people in Orange County, low-income families, families affected by the recession, previously homeless families, political officials and executive directors of IF, IF volunteers.
The business community of Orange County includes large and small business owners and employees who support local philanthropic efforts. This community is important to IF because of its ability to influence the community, become sponsors, and give in-kind donations. The leaders of corporations have high profiles in the community and would therefore make persuasive spokespeople for spreading awareness about homelessness in Orange County. Many businesses pride themselves on being active members in the community and they support non-profits through sponsorships. Companies benefit directly by sponsoring because it increases publicity and social responsibility positioning. Many businesses encourage their employees to volunteer time and some even compensate them for volunteering. Others encourage their compatriots to donate time. Disneyland is a huge example of a company generating service among their customers with the Give-a -Day Get-a-Day campaign. Businesses are also able to donate their products such as food, clothing, or medical supplies to IF as a tax write-off. Partnering with a company to donate food or t-shirts for fundraising events would help IF increase its net money-raised. Self- Interests: Business owners and employees wish to give back and support healthy growth of the communities in which they live. Many have “community-oriented” written in their mission statements. When employees volunteer together, it increases their sense of self-worth and creates a more positive and productive working environment. Providing sponsorships and donations also supports the companies’ efforts to earn profit by increasing public awareness of their company and the potential for new customers. Consumers are increasingly more willing to purchase from companies who take socially conscious action. IF would include sponsors’ names in programs and on the website as a thank you for their support. Influentials: Other business leaders, schools, community organizations, partner organizations, competitors, new industry trends, industry conferences.
Illumination Foundation Elementary and Secondary School Families in Orange County
This public includes students between the ages of 5 and 18 in Orange County who are pursuing general education, as well as their families who are invested in the education of these students. Elementary schools are important to contact because parents are oftentimes very involved, especially in the Parent-Teachers Associations. These two groups have different reasons to be interested in Illumination Foundation. First, the elementary school students are often involved in Girl Scouts or Boy Scouts, encouraging them to do community service, which could be completed through IF. The elementary school PTA parents are also likely to donate their time to the organization in order to get more involved with the community. It is important to target high school students because many high schools require that students complete community service in order to graduate. Working with IF may fulfill these requirements for students. Administrators and counselors for both of these academic levels are important because they can connect at-risk families or those in-need at their own campuses with IFâ€™s services. Self-Interests: Graduation, stable living conditions for children, being involved in the community, and completing community service requirements. Influentials: Principal, Head of the Parent-Teachers Association, teachers, academic and psychological counselors, Associated Student Body, other students, other parents, and superintendents.
This is an important public for Illumination Foundation because many different religious organizations are involved with charity work and enjoy hosting events to raise money as well as organize people to volunteer. There are numerous religious groups in Orange County that can help the organizations so that anyone who is using Illumination Foundation can feel comfortable no matter what their religion. Churches of all faiths are very family oriented, which is a huge aspect of the foundation. These groups also have their churches to do these events so costs are low and can be very localized to the community. Self Interest: Families getting back on their feet, parents gaining stability for their families, receiving recognition within the community for services, different churches, temples, synagogues get involved with the community and strive to make a difference where they can also get recognition. Influentials: Parents, donors, volunteers, government aid, and medical health professionals.
CAMPAIGN THEME AND MESSAGEING
Campaign Theme: Build Brighter Futures Key Publics: Donors 1. Self interest: You want to support efforts to assist the underserved in order to strengthen your community. You have the ability to give funds and spread awareness to encourage change for homeless families. 2. Emotional Appeal: The increase of unemployment is causing families in your community to lose their homes, lowering their childrens’ potential for success. You have the ability to help these families in need. 3. Present Issue: Orange County’s lack of awareness about homelessness leads to low visibility of Illumination Foundation as a solution to the problem. Due to this low profile, you may be more likely to donate to other nonprofits. 4. Present Non-Profit as a Solution: IF provides the services to connect families with resources they need. Your funds will help to ensure that these services will be provided. 5. Make the appeal: Orange County has a homeless problem that needs assistance. Your contributions will greatly help homeless families in Orange County. 6. Donate to build brighter futures for Orange County’s Homeless. Businesses 1. Self interest: Your business’ relationship with IF will have a major impact on homeless families throughout Orange County. As a business supporting IF you will gain positive exposure to the public and the cause IF represents. 2. Emotional Appeal: Businesses focus on having a strong internal identity and a way to strengthen the bonds of their associates is to give back to those in need. Building a partnership with IF will assist Orange County’s homeless and foster a positive work environment. 3. Present Issue: IF is a new organization, and its presence in Orange County businesses is minimal. Your business’ collaboration with IF will be an exemplary partnership with a new, progressive non-profit. 4. Present Non-Profit as a Solution: IF offers various services that assist the homeless to better their lives and become thriving citizens within our community. With the help of your business; advocacy on this issue will greatly increase, in turn cultivating action towards our cause. 5. Make Appeal: IF needs your business to provide the appropriate services and to educate Orange County on the growing issue of homelessness. Your involvement in this organization will strengthen your reputation as a company as one who cares about their community. 6. Collaborate with you community to build brighter futures for Orange County’s Homeless.
Illumination Foundation College Students in Orange County 1. Self-Interest: As a college student, you need internships in order to gain experience for the real world and often times college credit. IF is a way for you to gain knowledge on how a non-profit operates as well as helping the community. 2. Emotional Appeal: Money can often be tight for a college student, making everyday needs such as housing and medical support to pay for difficult just as it is for the homeless. By donating your time and skills rather than money, you can help the lives of homeless families. 3. Present Issue: IFâ€™s low profile creates a lack of awareness of internship and volunteer opportunities for college students and is in need of volunteers to ensure the continuance of their programs. 4. Present Non-Profit as a Solution: IF provides an excellent place for college students to gain experience in a prospective profession as well as help their community. 5. Make Appeal: IF cannot do it alone; IF relies on interns and volunteers to maintain their services. Do your part by becoming an intern or a regular volunteer. 6. Gain experience and build brighter futures for Orange Countyâ€™s Homeless.
STRATEGIES AND TACTICS
Strategy: Create awareness of Illumination Foundation as an opportunity for college students to gain experience while helping the community. Tactics : • Create Illumination Foundation clubs on Orange County college campuses. • Create campus fundraising events. Sub-tactics : o Hold an on-campus camp-out to stimulate awareness of what time is like for homeless families in Orange County. o Have music, speakers (testimonial and spokesperson), celebrity appearance (Christopher Gardner), donation booths for clothing, supplies, and money. o Utilize Facebook to send out invitations and use Twitter to create buzz about the event. o Have Illumination Foundation’s on-campus club put on the event. • Post internship opportunities on career development center websites for local colleges, Craig’s List, Monster.com, Careerbuilder.com, etc. • Contact heads of medical, psychology, social work, etc. departments at local colleges to inform students of internship opportunities. • Create partnerships with service learning departments at local colleges. Sub-tactics: o Create a Facebook and Twitter group for the on-campus clubs. • Contact Greek communities on campus to volunteer at specific events. • Schedule Paul Leon, executive director to speak at campus clubs, ex: Greek organizations. Strategy: Educate Orange County businesses, donors, and college students about homelessness in order to decrease the negative stereotypes. Tactics: • Create feature stories about profiles of individuals who were once homeless. Sub-tactics: o Pitch the feature stories to the Orange County Register, Orange County Business Journal, city newspapers, and the OC weekly. • Create a brochure that allows people to gain a better understanding of homelessness to hand out at events and around Orange County. Include statistics, facts, and photos. • Schedule Paul Leon, executive director to attend town hall meetings. Sub-tactics: o Hand out fliers about homelessness statistics and programs Illumination Foundation is doing to help the issue. o Create a yearbook of stories about Illumination Foundation clients and their hopes for the future.
Illumination Foundation • Make the website a main source of news, trends, and information on homelessness in Orange County by creating and updating a “news center.” • Create a specific event on stereotyping such as a short play where people can buy tickets and learn about homelessness while being entertained. Sub-tactics: o Actors can be current volunteers, new volunteers, and family members using the services. o All proceeds will go to the Illumination foundation. • Have a past homeless individual who was helped by Illumination Foundation’s services serve as a spokesperson for the organization. • Update Twitter and Facebook with articles, statistics, and facts that show the reality of homelessness. Strategy: Create and enhance the opportunities for donors to give to Illumination Foundation. Tactics: • Make the Women’s Tea an event that donors will be willing to attend and sponsor. Sub-tactics: o Make an all-day event featuring a live band and activities for entertainment. o Have donor seating where tickets are more expensive for more luxury accommodations. • Have a special section at the annual Racing for Homeless Families for past and present major donors to encourage them to continue donating. • Host a fun carnival for children of donors where all proceeds go to Illumination Foundation. Families that are clients of Illumination Foundation will get in free. • Have a golf outing for donors to attend with a silent auction, lunch, and awards. • Host a mixer for donors and families that have had success with Illumination Foundation with appetizers, drinks, and live music in order to give donors a chance to come see first hand the good that their donations have done. • Create a fundraiser opportunity by selling different scented candles with the Illumination Foundation logo, and have all proceeds go to IF. Candles can be sold in Orange County stores, at the Orange County Swapmeet, and other festivals. Strategy: Reach out to and build lasting relationships with the business community in Orange County. Tactics: • Pitch a feature article in a local business journal about Illumination Foundation. • Develop a program where companies are rewarded and recognized in the community for involvement with • Illumination Foundation. This will give the companies a positive image in the community. • Create a brochure with the benefits of what businesses can gain form partnering with Illumination Foundation to hand out at speaking engagements
Illumination Foundation • Partner with a local business to provide special services such as clothing and counseling for Illumination Foundation. Sub-tactics: o Partner with a clothing company in order to get shirts made for donors or a clothing drive for the homeless. o Partner with career counseling services to give presentations to the clients. • Include the logos of all businesses that contribute to Illumination Foundation in brochures, the website, newsletter, and on the back of Illumination Foundation shirts. Strategy: Encourage volunteers and donors to advocate on behalf of Illumination Foundation in order to cultivate more volunteers and donors. Tactics: • Create an Illumination Foundation shirt that is given to all volunteers and donors to wear when they work with IF and around the community. • Create a rewards system based on the number of hours people volunteer and the number of friends the bring to events. Sub-tactics: o Host a yearly benefit to thank the volunteers and donors by giving away trophies such as “Top Volunteer of the Year,” “most hours contributed,” and recognizing the top sponsors o Hold an opportunity drawing where everyone is entered to win a grand prize. o Create a wall of sponsors or a trophy to place plaques of all those who have given over $5,000. • Create a community blog on the website for volunteers and donors to communicate and share their experiences with the Illumination Foundation. • Host an all day event where those already involved with the organization bring as many people as they can to volunteer for a day and learn about the organization. Sub-tactics: o Have a restaurant donate food for the volunteers. o Hand out an Illumination Foundation shirt for attending. o New volunteers and donors will meet people who use the services and build relationships with them.
Donors in Orange County
Help homeless families and children in Orange County, create visibility within the community, worthy returnon-investment, a good perception from nonprofit leaders in the community, self-worth, establishing themselves as a donor in Orange County.
Primary Message “Donate to Build Brighter Futures for Orange County’s Homeless” > Increase the number of people who receive IF’s enewsletter by 15% by July 2011.
Community Leaders, Government Officials, Business Community of Orange County, CEOs, Competitors, Large Corporations with Foundations or Sponsorship Programs > Increase attendance to fundraising events by 50% by July 2011.
> Increase money raised by the “Racing for Homeless Families” fundraiser by securing one triplecrown sponsor of $25,000 before the July 2011 event.
> Educate Orange County businesses, donors, and college students about homelessness in order to decrease the negative stereotypes.
> Create and enhance the opportunities for donors to give to Illumination Foundation.
Make the Women’s Tea and event that donors will be willing to attend and become a sponsor of. Make an all day event featuring a live band and activities for entertainment. Have a special section at the annual Racing for Homeless Families for past and present major donors to encourage them to continue donating. Host a fun carnival for children of donors where all proceeds go to Illumination Foundation. Families that are clients of Illumination Foundation will get in free. Host a mixer for donors and families that have had success with Illumination Foundation.
COMMUNICATION CONFIRMATION TABLE
>Create awareness of Illumination Foundation as an opportunity for college students to gain experience while helping the community. >Educate Orange County businesses, donors, and college students about homelessness in order to decrease the negative stereotypes.
>Increase the number of people who receive IF’s enewsletter by 15% by July 2011.
> Bring 30% of onetime volunteers or donors back to volunteer or attend fundraising events by the end of July 2011.
Professors, coaches, peers, Greek organization leaders, clubs, service organization leaders, parents, and university administration.
“Gain Experience and Build Brighter Futures for Orange County’s Homeless”
Internships credit, service requirements, resume benefits, recognition from the university, acknowledgement from the community.
College Students in Orange County
> Attain 10 members per campus club by Fall 2012.
> Create three Illumination Foundation clubs on Orange County college campuses by the end of Spring 2011.
> Increase the number of student volunteers/interns 35% by the Spring 2012 semester.
Create Illumination Foundation clubs on Orange County college campuses. Create campus fundraising events. Post internship opportunities on career development center websites. Contact heads of medical, psychology, social work, etc. departments at local colleges to inform students of internship opportunities. Create partnerships with service learning departments at local colleges. Create a Facebook and Twitter group for the on campus clubs. Contact Greek communities on campus to volunteer at specific events. Schedule Paul Leon, executive director to speak at campus clubs, ex: Greek organizations.
Business owners and employees wish to give back and support healthy growth of the communities in which they live. When employees volunteer together, it increases their sense of selfworth and creates a more positive and productive working environment. Providing sponsorships and donations also supports the companies’ efforts to earn profit by increasing public awareness of their company and the potential for new customers.
Businesses in Orange County
Primary Message “Collaborate with your Community to Build Brighter Futures for Orange County’s Homeless” Other business leaders, schools, community organizations, partner organizations, competitors, new industry trends, industry conferences
>Secure a causerelated marketing plan with one business by July 2011.
> Establish and maintain at least three new business partnerships to supply additional services to the clients of IF by July 2011.
> Increase the number of people who receive IF’s enewsletter by 15% by July 2011.
>Educate Orange County businesses, donors, and college students about homelessness in order to decrease the negative stereotypes.
>Reach out to and build lasting relationships with the business community in Orange County.
Develop a program where companies are rewarded and recognized in the community for involvement with Illumination Foundation. Create a brochure with the benefits of what businesses can gain form partnering with Illumination Foundation to hand out at speaking engagements. Partner with a local business to provide special services such as clothing and counseling for the Illumination Foundation. Include the logos of all businesses that contribute to Illumination Foundation in brochures, the website, newsletter, and on the back of Illumination Foundation shirts.
CALENDAR 2010 Week
July 1 2 3 4
August September October November 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Establish Campus Clubs
Contact Local Colleges 2010 Week Brochure Research Copy and Design Print Direct Mail Distribute 2010-2011 Week Newsletter Gather Information Write Stories Format Newsletter Send to Contacts
x July 1 2 3 4
x x x x x August September October November 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
x x x x
July 1 2 3 4
x x x x x x x x x x August September October November 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
x x x
Videos of events Videos of volunteers Videos of clients
May 1 2 3 4 x x x x September 1 2 3 4
January 2 3 4 x x x June 2 3 4 x x x
October 2 3 4
x x February 1 2 3 4 x x x x July 1 2 3 4 x x x x November 1 2 3 4
February 1 2 3 4 x
March 1 2 3 4 x x x x June 1 2 3 4 x x x x December 1 2 3 4
April 1 2 3 4 x x x x August 1 2 3 4 x x x x January 1 2 3 4
Gather Information Write Stories Format Newsletter Send to Contacts
2010-2011 Week Facebook Videos of events Videos of volunteers Videos of clients
December 1 2 3 4
Gather Information Write Stories Format Newsletter Send to Contacts
x x March April May June 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 x x x x x x x x
Illumination Foundation 2010 Week Direct Mail Design Direct Mail Develop Contact List Send Out Mail 2010 Week Feature Story Research person Hire Reporter/ Writer Send Feature Release 20112012 Week Light the Night Contact IF Clubs Secure Venue Secure Bands, Speaker Direct Mail Get Food Donations Send Out Direct Mail Donations for Raffle Design Shirt Order Facebook Page, Twitter Media Alert Create/ Hang Posters Event
August 1 2 3 4 x July 1 2 3 4 x May 1 2 3 4 x x October 1 2 3 4 x March 1 2 3 4 x x x x
September October November December 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 x x August 1 2 3
x x x September 4 1 2 3 4
x x June 1 2 3
x July 4 1 2 3
x x November 1 2 3 4 x x x April 1 2 3 4 x
x October 1 2 3
x x August 4 1 2 3
December 1 2 3 4 x x x
January 1 2 3 x x x
November 4 1 2 3 4 x September 4 1 2 3 4
x February 4 1 2 3 4 x x x x x
Illumination Foundation Campaign Budget Item Description
Cost per Unit Total Cost Estimate
News Release In House Writer 1 $0.00 $0.00 Email Distribution/Follow Up 1 $0.00 $0.00 Total Cost $0.00 Feature Article In House Writer 1 $0.00 $0.00 Email Distribution/Follow Up 1 $0.00 $0.00 Total Cost $0.00 Brochure In House Writing 1 $0.00 $0.00 In House Photography 1 $0.00 $0.00 Graphic Designer Intern 1 $0.00 $0.00 Full Color Copies Folded 1250 $0.40 $500.00 Hand Distribution 1 $0.00 $0.00 Total Cost $500.00 E-Newsletter In House Writing 1 $0.00 $0.00 In House Photography 1 $0.00 $0.00 Email Distribution 1 $0.00 $0.00 Total Cost $0.00 Radio PSA Produced 1 $1,000.00 $1,000.00 Pitch to radio stations 1 $0.00 $0.00 Total Cost $1,000.00 Media Pitch In House Writer 1 $0.00 $0.00 Email Distribution/Follow Up 1 $0.00 $0.00 Total Cost $0.00 Posters Graphic Designer's Intern 1 $0.00 $0.00 11x16 Full Color Copies 150 $0.70 $105.00 Total Cost $105.00 Press Kit Printing 20 *20 pages $0.15 $60.00 Folders 20 $0.35 $7.00 Candles 20 $1.00 $20.00 CDs 20 $0.15 $3.00 Shipping Fee 20 $5.00 $100.00 Total Cost $190.00 Special Event (Partial costs to be reimbursed by participant fees $10 per guest (300 guests)). 28Venue (UCI Campus) 1 $0.00 $0.00 Sound System (UCI Donated) 1 $0.00 $0.00 BBQ Food 300 $10.00 $3,000.00
Media Pitch In House Writer 1 $0.00 $0.00 Email Distribution/Follow Up 1 $0.00 $0.00 Total Cost $0.00 Posters Graphic Designer's Intern 1 $0.00 $0.00 11x16 Full Color Copies 150 $0.70 $105.00 Total Cost $105.00 Press Kit Printing 20 *20 pages $0.15 $60.00 Folders 20 $0.35 $7.00 Candles 20 $1.00 $20.00 CDs 20 $0.15 $3.00 Shipping Fee 20 $5.00 $100.00 Total Cost $190.00 Special Event (Partial costs to be reimbursed by participant fees $10 per guest (300 guests)). Venue (UCI Campus) 1 $0.00 $0.00 Sound System (UCI Donated) 1 $0.00 $0.00 BBQ Food 300 $10.00 $3,000.00 Beverages 300 $1.00 $300.00 Speaker Chris Gardner 1 $500.00 $500.00 Photographer (2 hours) 1 $250.00 $250.00 Music Performers 3 $300.00 $900.00 Donated Camping Tents 50 $0.00 $0.00 White Taper Candles 300 $1.00 $300.00 $5,250.00
Total Campaign Cost Subtract Reimbursement
Total Client Cost
EVALUATION CRITERIA AND TOOLS
Objective 1: Increase the number of people who receive IF’s e-newsletter by 15% by July 2011. Evaluation Tools: • IF will compile a list of the email addresses and total number of newsletter subscribers by July 2010. • IF will then compile an updated list of email addresses and total number of newsletter subscribers at the end of July 2011, which will be used to assess the growth of the newsletter subscribers. Objective 2: Increase the number of student volunteers/interns by 35% by the Spring 2012 semester. Evaluation Tools: • IF will compile a list of names and total number of student volunteers and interns by the end of the Spring 2010 semester. • IF will then compile an updated list of names and total number of student volunteers and interns by the end of the Spring 2012 semester to assess the increase of student volunteers and interns from the previous year. Objective 3: Increase money raised by the “Racing for Homeless Families” fundraiser by securing one triple crown sponsor of $25,000 before the July 2011 event. Evaluation Tools: • IF will compile a list of potential Triple Crown Sponsors by July 2010. • IF will actively target these potential sponsors through newsletters, personal outreach and cultivation, and direct mail where they may learn more about IF and the “Racing For Homeless Families” event. • IF will then assess whether or not it has secured a Triple Crown Sponsor for the July 2011 event and • evaluate their personal outreach and cultivation programs at the same time. Objective 4: Increase attendance at fundraising events by 30% by July 2011. Evaluation Tools: • IF will compile a list of names and total number of attendants to fundraising events by July 2010. • IF will use direct mailers, presentations at churches, Parent-Teacher Association meetings, high schools, and colleges around Orange County to promote awareness of the organization and its events. • IF will compile an updated list of names and total number of attendants to fundraising events by July 2011, which will be used to assess the growth of the fundraising programs. Objective 5: Increase public coverage of IF by the Orange County media, aiming for 10 news articles, PSA mentions, or television features by July 2011. Evaluation Tools: • IF will compile a list of current media published within Orange County from newspapers, magazines, press releases, videos of television features, and radio mentions about the foundation by July 2010. • IF will send press releases and media pitches to at least 10 publications or television stations for each event, ranging from MMSC to Racing for Homeless Families Fundraiser. • IF will then track the amount of Orange County media clips, videos, and PSA plays it collects in the • following year by July of 2011, to assess increases in publicity within Orange County.
Illumination Foundation Objective 6: Establish and maintain at least three new business partnerships to supply additional services to the clients of IF by July 2011. Secure a cause-related marketing plan with one business by July 2011. Evaluation Tools: • IF will list names of potential business partners and cause-related marketing partners by July 2010. • IF will then actively target potential businesses through newsletters, personal outreach and cultivation, and direct mailers in which the businesses can learn about IF. • IF will then assess whether or not they have established at least three news business partnerships and one cause-related marketing partner by July 2011. Objective 7: Bring 30% of one-time volunteers or donors back to volunteer or attend fundraising events by the end of July 2011. Evaluation Tools: • IF will compile a list of one-time volunteers or donors by July 2010. • IF will send distribute a re-introduction e-mail and direct mailer to one-time volunteers and donors to • renew their interest in the foundation and invite them to get involved again. • IF will then compile a list of one-time volunteers and donors who have returned to volunteer time or donate again by July 2011, which will be used to assess the success of the IF’s efforts to motivate the return of • one-time volunteers and donors. Objective 8: Create three Illumination Foundation clubs on Orange County college campuses by the end of Spring 2011 and achieve a minimum of ten members per club by Fall 2012. Evaluation Tools: • IF will recruit students on three Orange County college campuses to create on-campus clubs and create a roster of these members by Spring 2011. • IF will use on-campus publicity to recruit new members. • IF will then compile a new list of members of each on-campus club by Fall 2012 to assess the growth of the clubs. • IF will track attendance of members at meetings and events to assess the involvement of club members between Spring 2011 and Fall 2012.
NEWS RELEASE OUTLINE
Key public: • College Students in Orange County Action desired from public(s): • To attend the camp out in order to gain an awareness of the homelessness issue in Orange County and donate to Illumination Foundation as a way of helping. How does this action tie to the key public’s self interest? • College students in Orange County would be motivated to go to an event with a famous pop artist who appeal to their age category. Entertainment serves as a self-interest for this key public. The event also provides an opportunity to gather together with friends for a cause. Overriding message/theme: • Illumination Foundation will be hosting a camp-out for homelessness at UCI on April 8th, 2011 at 10 pm. Primary Message #1: • The camp-out for homelessness will be a fun and entertaining event for college students to attend. How will you support the primary message? • Primary message #1 is supported by announcing the guest appearances of Pink and Christopher Gardner at the event. Also included is a quote by the Illumination Foundation Club’s student president. Primary Message #2: • Supporting the Illumination Foundation is a good way for students to help end the crisis of homelessness. How will you support the primary message? (data, facts, testimonials, etc.)? • Primary message #2 will be supported through executive director Paul Leon’s quote. Also, through the details of the camp-out and how the proceeds will benefit the foundations efforts to break the cycle of homelessness. Describe photos/graphics: • Illumination Foundation’s logo as well as a photo of Pink, and Christopher Gardner. Third-party influentials and how they will be used: • Photos of both Pink, and Christopher Gardner. logan or tagline if any: “Camp Out for Homelessness” Production deadline: March 15, 2011. Specific media to receive information: • College newspapers and Orange County newspapers such as the OC register and OC weekly.
NEWS RELEASE Light the Night: A Camp-out for Homelessness
Irvine, Calif.- March 10, 2012- In an effort to bring awareness to homelessness in Orange County, the Illumination Foundation will hold a camp-out on UCI’s campus. “Light the Night,” will take place on Thursday April 7, in Aldrich Park on UCI’s Campus from 5-10 p.m. As students camp-out in sleeping bags and tents to spread awareness, a full evening of planned events will take place, including a candlelight tribute to homelessness and special guest performances by Tyrone Wells, Rebelution and Opener Stereo. Christopher Gardner, a self made millionaire whose struggle with homelessness was portrayed in the 2006 motion picture, “The Pursuit of Happyness”, starring Will Smith will also be attending the event. He will be speaking of his experiences as a homeless individual and the journey to where he is now. Illumination Foundation Executive Director, Paul Leon will discuss the organization and the programs it offers. “This event will serve as an opportunity for college students to gather together to promote awareness of the homeless crisis in our community while enjoying an evening full of entertaining and educational events,” said Leon. The event will feature booths for donations of clothing and money, and a raffle. All proceeds will go directly to Illumination Foundation’s effort to break the cycle of homelessness in Orange County. There is no ticket or entrance fee to this event but those who attend are encouraged to make a donation of some sort to the foundation. “The homeless families in Orange County could have been our next door neighbors yesterday. Supporting Illumination Foundation is a great way to help out our community and this is a perfect event for college students to do it,” said Brenda Johnson, President of the Illumination Foundation Club at UCI. For more information on the Illumination Foundation, please visit www.ifhomeless.org About Illumination Foundation Illumination Foundation was founded in 2007 by Paul Leon. It strives to build brighter futures for the most underserved population in Orange County. IF offers four programs for homeless families. A community outrea ch program, interim housing program, permanent housing program and recuperative care program. The purpose of the Illumination Foundation is to illuminate lives by bridging the gaps in existing services for the most underserved to break or prevent the cycle of homelessness in Orange County. ### Media Contact: Katie Rootlieb, krootlieb@IFhomeless.org, (949) 237-0563
FEATURE RELEASE OUTLINE
Key public: • Donors Secondary publics: • Volunteers • Students Action desired from public(s): • Read the story about this person to feel more of a personal connection which will hopefully make them want to volunteer and donate to the foundation How does this action tie to the key public’s self interest? • They can get recognition in the community, and for students they can gain experience for their field of study Overriding message/theme: • IF provides hope for families to gain stability and start over Primary Message #1: • How the Illumination Foundation has helped a family and how they can help other homless families Describe photos/graphics: • Picture will be of the woman and her daughters Third-party influential’s and how they will be used: • Have statements from people who helped her family and the experience they had with the Illumination Foundation Slogan or tagline if any: “When All Seems Lost” Production deadline: timeless Production quantity: For Print Means of distribution: Newpapers, Magazines, Newsletter Specific media to receive information: OC newspapers and magazines, also IF newsletter
FEATURE RELEASE When All Seems Lost
Mary Smith and her two daughters spend the afternoon running around the park laughing and playing like any normal family would do. What most would never realize is the hardship this family faced only a few months prior. After breaking away from an abusive relationship, losing her job and home, finding stability for her two little girls was her mission despite the obstacles she would face. Last year around the holidays Smith had had enough of being in a physically and emotionally abusive relationship and knew she needed to escape to provide a better life for her two daughters. Now a single parent trying to support two young girls ages 4 and 6, soon became a task she would not be able to do on her own. “ I was caught in a cycle of abuse from the father of my children and knew that I needed to escape to provide a healthier environment for my daughters. They are my life and I would do anything for them. They deserve the best,” Smith said. After a few months of living paycheck-to-paycheck Smith soon found herself unemployed, broke, and homeless. Life began to get harder due to the economic fall and she lost her job. She could no longer afford rent or food to feed her children, and was put out on the streets to fend for herself and daughters with out a job or home. “My options were running out and I soon lost any hope that anything good would come to my family. I was so lost and confused,” she said. For over a month Smith had no other option but to stay in a women and children’s homeless shelter until she could figure out what to do. She applied for welfare but that was not enough to sustain her family. Through the shelter she learned of the Illumination Foundation, which seemed to provide all the necessary services to help get her family back on their feet. She began to research the foundation and thought that it would be the perfect solution to all of her problems because it provides temporary housing, medical treatment, daycare, job-hunting programs, counseling and more. “We have really enjoyed Mary at IF. She is a prime example of the success that people can achieve with our help and we are so excited that she is on her way to stable life,” said Katie Rootlieb, director of communications and development. Smith has been working with the program for over a month now and has started building a stable home. She has been going through abusive relationship counseling with her daughters and has been set up with a full time job that provides enough income to support her little girls.
“ I hope that more people will be inspired by her story to get involved as well as use our services. It is important that we minimize the homeless problem in Orange County, as well as educate people on this problem and the solutions for it,” said Rootlieb. The Illumination Foundation continues to help her with childcare until she gains complete stability over the next few months as well as provides medical services to ensure that he family stays healthy. “It brought tears to my eyes when I discovered the foundation because it was the first time I felt that I would be able to get my family on a better path,” said Smith. Despite the many obstacles Smith has faced physically and emotionally, she shows that there is hope for families to get back on their feet and start their lives over even when all seems lost. When she is done with the program she wants to volunteer her time to give back and help promote the organization for other families that struggle with maintaining a job, home and family.
SOCIAL MEDIA SITE OUTLINE
Key public: • College students Secondary publics: • Internet Savvy Donors or Business community Action desired from public(s): • Social media helps them become aware of the statistics of homelessness in Orange County and Illumination Foundation events to get involved in. How does this action tie to the key public’s self interest? • Social media outlets allow for potential recognition from Illumination Foundation via Twitter or Facebook for students attending events. It also increases awareness of events for students looking for service hours Overriding message/theme: • The overriding message is reminding college students of the organization’s existence and all of the opportunities to get informed and involved. Primary message: Primary Message #1: Homelessness in Orange County is a big problem. • How will you support the primary message? (data, facts, testimonials, etc.)? • Illumination Foundation should tweet at least twice a day with statistics regarding homelessness and the success of their programs. There are also programs that will update Twitter and Facebook simultaneously. Using these programs while updating at least twice a day will increase visibility. Primary Message #2: Illumination Foundation offers events that you can attend. • How will you support the primary message? (data, facts, testimonials, etc.)? • Facebook has the ability for users to post events and invite users to them, so IF can invite its followers to events. Those who were invited can invite their friends to increase awareness. Twitter can link to these invitations so people can be stay informed. Both Facebook and Twitter can link to the IF website where people can RSVP or purchase tickets to events. Describe photos/graphics: TWITTER: The background should be the IF logo tiled across the screen, rather than a pre-made background that the site offers. The current white background does not catch the reader’s attention. FACEBOOK: They should keep the IF logo as the default photograph. However, there should be more pictures posted from all of their events, including the MMSC and barbecues for the families. Third-party influentials and how they will be used (testimonials, quotes, photos, etc.):
Illumination Foundation TWITTER: Twitter has great networking opportunities for Illumination Foundation by tweeting at people or retweeting things people have said about them. Retweeting can be a very powerful tool by showing how other volunteers have enjoyed spending their time working for the organization. FACEBOOK: Facebook is a great opportunity for Illumination Foundation to work with their volunteers by tagging them in statuses. This way, people looking at the volunteer’s name will see the IF posting on the volunteer’s wall. There is also a Video section that should be utilized by interviewing volunteers and clients at events. Slogan or tagline if any: TWITTER: The biography they currently have posted is: “A grassroots organization dedicated to breaking the cycle of homelessness through comprehensive services for the most underserved families.” This should remain in order to inform visitors because Twitter does not offer a lot of room for in depth information. FACEBOOK: The current tagline used is: “A grassroots organization dedicated to breaking the cycle of homelessness through comprehensive services for the most underserved families.” Instead, it should offer the campaign slogan “Build Brighter Futures.” This will encourage visitors or Fans to look at the “Basic Info” section of the page. Production deadline: The deadline should be immediately because these two social media outlets are already in use and could be significantly improved with these changes.
SOCIAL MEDIA SITE
SPECIAL MEDIA ALERT OUTLINE
Key public: • Media: This Media Alert is designed to target the Media and get them to come to the event. • Donors: The event that this Media Alert is about is meant to target Donors Action desired from public(s): • Media: Attend the “Racing for Homeless Families” Fundraiser to bring media awareness to the event. • Donors: Attend the «Racing for Homeless Families» Fundraiser and donate money which will benefit Illumination Foundation and help the homeless crisis in Orange County. How does this action tie to the key public’s self interest? • The Media is always looking for new and exciting events to cover, so this Media Alert will give them a gateway know about the “Racing for Homeless Families” fundraiser. • Donors will get the satisfaction of giving back to their community and helping a crisis in Orange County. Attending this event will give them a good reputation within the donor community in Orange County as well as providing a fun night at the races. Overriding message/theme: • Illumination Foundation is helping to solve the homeless crisis in Orange County and uses fundraising events like “Racing for Homeless Families” to keep and better their programs and services. Primary messages: Primary Message #1: • Come enjoy an exhilarating night at the races in support of Illumination Foundation. How will you support the primary message? • “Racing for Homeless Families” includes cocktails, a gourmet candlelight dinner, meet the jockeys, live and silent auctions, guest speakers, and world-class horse racing. Primary Message #2 • Illumination Foundation is working to solve the homeless crisis in Orange County through events such as “Racing for Homeless”. How will you support the primary message? • There are between 21,000-35,000 homeless people in Orange County and 17,051 Orange County public school students are living in unstable housing
Illumination Foundation Primary Message #3 • Last year’s event raised thousands of dollars that dramatically improved the lives of homeless children and their families. How will you support the primary message? • These funds help to keep the Illumination Foundation’s services, including community outreach with the Mobile Multi-Service Center, individual case management, and the Interim Housing Program. Describe photos/graphics (except for radio PSA) • Illumination Foundation Logo Third-party influentials and how they will be used (testimonials, quotes, photos, etc.): • N/A Slogan or tagline if any: • N/A Production deadline: • July 1, 2010: So that it can be sent out to the media before the event. Section D: for news releases, fact sheets, feature releases, media alerts, and pitch letters: Specific media to receive information: • Newspapers: The Orange County Register, Los Angeles Times, The Times Orange County, The Daily Pilot, • Magazines: Coast Magazine, Riviera, OC Weekly, Newport Beach • Broadcast News: KFWB 980-AM News (Radio), KNX 1070-AM News (Radio), KCBS 2 News (TV), KNBC 4 News (TV), KTLA 5 WB News (TV), KABC 7 News (TV), KCAL 9 News (TV), KTTV 11 Fox News (TV), KCOP 13 UPN News (TV)
ILLUMINATION FOUNDATION’S 3RD ANNUAL “RACING FOR HOMELESS FAMILIES” FUNDRAISER
Saturday, July 17, 2010, 5:30 p.m. to 9 p.m. WHAT: Illumination Foundation will host “Racing for Homeless Families” to raise awareness and funds for services to benefit Orange County’s homeless parents and children. There are between 21,000-35,000 homeless people in Orange County, with more than 17,000 public school students living in unstable housing. Last year’s event raised thousands of dollars that drastically improved the lives of homeless families. These funds help to keep and stabilize the Illumination Foundation’s services, including community outreach with the Mobile Multi-Service Center, individual case management, and the Interim Housing Program. WHEN: Saturday, July 17th, 2010, 5:30 p.m. to 9 p.m. WHERE: Los Alamitos Race Course 4961 Katella Avenue Cypress, CA 90720 WHO: Illumination Foundation is an organization dedicated to breaking the cycle of homelessness through comprehensive services for the most underserved families in Orange County. It illuminate lives by bridging the gaps in existing services, provide stable housing, and offer comprehensive wrap-around services for families, so that they might build a future life of independence. PHOTOS:Photo opportunities include: World-class horse racing, Meet the Jockeys, VIP seating, Cocktail hour, and live auction. CONTACT: Katie Rootlieb, Director of Communication and Development email@example.com. 780 Roosevelt Irvine, CA 92620 (949) 273-0555 Fax: (888) 517-7123
MEDIA PITCH EMAIL OUTLINE
Key public: • College students Secondary publics: • Potential volunteers/interns Action desired from public(s): • For Orange County college students to attend the “Light the Night” event and to recruit potential volunteers and or interns for Illumination Foundation. How does this action tie to the key public’s self interest: • The location of the event is at UCI; therefore Orange County college students are the key public we want to attract. Also, volunteer and intern experience are becoming essential for college students as they enter the real world; “Light the Night” offers many volunteer opportunities as well as internship information with IF. Well, the author of the book “Pursuit of Happiness” Christopher Gardner is going to speak. Plus, Open Air Stereo, Rebelution, and Tyrone Wells will all be performing! Overriding message/theme: • Wants Orange County college students to enjoy a fun evening of entertainment at the “Light the Night” event courtesy of IF. Primary Message #1: • Attend an entertaining night out with friends as Orange County college students unite, while learning about IF and cause to assist Orange County’s homeless. Primary Message #2: • IF is a new organization looking to gain the support of college students to spread awareness of Orange County homeless families. Primary Message #3: • At “Light the Night” IF will provide ways for college students to get involved in the organization through volunteer and internship opportunities. Production deadline: September 2011 Specific media to receive information: Orange County Register (Newspaper)
MEDIA PITCH EMAIL
Via Email or hand delivery with creative press kit Rebecca Allen firstname.lastname@example.org Hi Rebecca, Live music, movie, barbeque; who wouldn’t want all of this in one night? Illumination Foundation will provide this and more at their debut event “Light the Night.” Light the Night will have Christopher Gardner speak, author of the book “The Pursuit of Happiness,” as well as performances by musical guests Tyrone Wells, Rebelution and Open Air Stereo. At UCI on April 7, 2012 from 5-10 p.m. IF will unite Orange County college students for a night of entertainment and bring awareness of its cause to assist Orange County’s homeless families. Through a staged set up of the Mobile Multi-Service Center and testimonial’s from those who have overcome homelessness, guests will see first hand how IF provides services to bring change to the homeless situation in Orange County. IF is a new organization that is looking to college students to create innovative ways to spread awareness of homelessness throughout Orange County. IF’s Light the Night will also offer volunteer opportunities as well as information on their internships many college students need as they prepare for the real world. We hope that an editorial about IF’s Light the Night event is of interest to your newspaper. For your convenience, we have attached some background materials on IF. Please do not hesitate to contact me for more information. Thank you for your consideration. Sincerely, Charles McKinnies Director of Public Relations Illumination Foundation (949) 273-0555 Mckin108@mail.chapman.edu www.ifhomeless.org
EXECUTIVE DIRECTOR OUTLINE
Key public: • College Students Secondary publics • Donors and Businesses Action desired from public(s): • College Students: Be inspired by Paul Leon’s story and experience with the underserved population to book him for speaking engagements on campuses. • Donors: Believe in Paul Leon’s vision for spreading the light on the issue of homelessness in Orange County enough to become an advocate and a donor of the cause. • Businesses: See Paul Leon as a reputable leader in the non-profit sector to feel secure that partnering with Illumination Foundation is good for business. How does this action tie to the key public’s self interest? • College Students: Students benefit from hearing stories of successful people in their field because it gives them proof that their hard work in school will make an impact in the future. Illumination Foundation offers them the chance to apply their skills now and gives them experience working with the underserved population. • Donors: Helping homeless families in Orange County by contributing to Illumination Foundation will strengthen the community and build better futures for neighbors and their children. • Businesses: Having an association with Paul Leon and Illumination Foundation will give the company • positive exposure in the community and help drive business sales. Overriding message/theme: Paul Leon is leading the solution to homelessness in Orange County. Primary messages: two to three short statements/selling points to be conveyed Primary Message #1: Paul Leon has the education and the experience needed. How will you support the primary message? • Provide a history of his accomplishments in the medical field and his education. Primary Message #2: Paul Leon has a direct connection with the underserved population.
Illumination Foundation How will you support the primary message? • Tell story of how he worked in the trauma units and on skid row in Los Angeles. Primary Message #3: Paul Leon is helping Illumination Foundation to make tremendous strides in helping homeless families in Orange County. • How will you support the primary message? • Describe how Illumination Foundation was founded and why. • Provide statistics of milestones reached by Illumination Foundation. Describe photos/graphics • Have a photo of Paul Leon dressed in doctor’s attire working with the clients of Illumination Foundation at their Mobile Multi-Service Center or at the motels. This image will convey Paul Leon’s medical background, his hands-on work with IF’s clients, and provide a compassionate tone. Third-party influentials and how they will be used: • Paul Leon’s personal testimonial of working with impoverished people at the USC County Medical Center. Quote: “I learned quickly that no matter how much you try to assist people with medical help, they will only fully recover if they have stable living conditions,” said Leon. Production deadline: As soon as possible.
EXECUTIVE DIRECTOR BIOGRAPHY
Paul Leon Executive Director, Illumination Foundation Paul Leon, a public health nurse, is carving the path for brighter futures among Orange County’s homeless. As executive director and founder of Illumination Foundation, Leon is actively breaking down the barriers for homeless families to gain access to medical, counseling, and case management services. In a grassroots effort, Leon founded Illumination Foundation in 2007 to provide a safety net for the most vulnerable families by offering a low-entry threshold compared to other shelters in Orange County. Leon’s interest in serving the homeless began in 1992 in the trauma unit at the USC County Medical Center. Impoverished people without insurance overwhelmed the public hospital, and Leon witnessed first-hand their increasing need for medical expertise. Leon was inspired to donate his medical skills to those on Skid Row in Los Angeles. “I learned quickly that no matter how much you try to assist people with medical help, they will only fully recover if they have stable living conditions,” said Leon. In 2002, Leon served as the director of critical care at San Clemente Hospital, where he gained a portion of his 35 years of management experience, as he was fiscally responsible for the hospital. Watching patients be discharged with no home to return to inspired the recuperative care program of Illumination Foundation. The program provides shelter and services to people recently released from the hospital so they can successfully transition back into society. In 2006, Leon became a public health nurse to improve the overall health of the community and found that a critical issue in public health was dealing with the underserved. Leon enrolled in the Health Care Executive MBA program at the University of California Irvine, where he found the perfect place to incubate his idea of the Illumination Foundation. Since its founding, Illumination Foundation has held 45 Mobile Multi-Service Centers and served 970 clients. In July 2008, Illumination Foundation established the Interim Housing and Wrap Around program that has served 137 families, empowering 44 percent of adults to secure employment and 23 percent to continue their education. Over half of the children in the program have received awards of academic achievement at school. Leon’s goal for the foundation is to extend the four programs of community outreach, interim housing and wrap around, permanent housing, and recuperative care to Los Angeles and San Diego, each with its own resource centers to serve the differing needs of each city. In addition to his full-time position at Illumination Foundation, Leon serves on the advisory board for Nurse Family Partnership, the advisory board for the University of California Irvine College of Health Sciences Program in Nursing and is involved with IHOPE in South Orange County.
PRESS KIT OUTLINE
Key public: • Media/Reporters/Editors: • Newspapers: The Orange County Register, Los Angeles Times, The Times Orange County, The Daily Pilot, • Magazines: Coast Magazine, Riviera, OC Weekly, Newport Beach • Broadcast News: KFWB 980-AM News (Radio), KNX 1070-AM News (Radio), KCBS 2 News (TV), KNBC 4 News (TV), KTLA 5 WB News (TV), KABC 7 News (TV), KCAL 9 News (TV), KTTV 11 Fox News (TV), KCOP 13 UPN News (TV) Action desired from public(s): • To get the media/reporters to attend the “Night the Light” event and cover Illumination Foundation in the news. How does this action tie to the key public’s self interest? • Reporters in the media are always looking for the biggest and best news. By supplying them with this press kit they will have a vast amount of information to create a story about Illumination Foundation. Having this information will give the reporter an upper hand when creating a worthwhile story. Overriding message/theme: • Illumination Foundation is an important organization that is helping to solve the homelessness crisis in Orange County. Their event, “Light the Night,” should be covered throughout the news because it will be an exciting night with many people, support, and buzz. Primary messages: • Two to three short statements/selling points to be conveyed Primary Message #1: • Illumination Foundation is an important organization that is helping to solve the homelessness crisis in Orange County
Illumination Foundation How will you support the primary message? • • •
Mission Statement, Background, History, Root Cause. Brochure and Fliers Fact Sheet Primary Message #2: “Light the Night” is an event that the media should attend. How will you support the primary message?
• • • •
Cover Letter, Event Schedule Poster Press Release Media Pitch
Describe photos/graphics • •
Illumination Foundation Logo *“Light the Night” Posters
Production Deadline: January 30, 2012
The press kit materials will be in a pocket folder inside of a brown cardboard box ( a symbol of homelessness) with a single white candlestick inside (represenation of the candle in the “Light the Night” event). Illumination Foundation name and logo will appear on the front cover of the folder.
Right Hand Side: The Organization • Introduction Letter: Consisting of a comprehensive list of the contents of the folder and a description of why Illumination Foundation is an important organization in Orange County that needs media coverage to succeed. • Illumination Foundation Mission Statement, Background, History and Root Cause • Illumination Foundation Brochure • Screenshot and URL of Illumination Foundation’s Website • Homelessness in Orange County Research and Fact Sheet • Illumination Foundation Fact Sheet • The most recent Illumination Foundation Newsletter • Biography of Key Officers: o Executive Director: Paul Leon • Recent Illumination Foundation news releases, feature articles and related press coverage • Direct Mail sent to Donors • Fliers to existing Illumination Foundation events: “Racing For Homeless Families,” and “Women’s Tea.” • Pictures of Illumination Foundation Events and Clients Left Hand Side: Light the Night • Cover Letter: The cover letter will explain the “Light the Night” event. • Event Schedule: a schedule for “Light the Night” describing when everything will be taking place. • Press Release for “Light the Night” • Media Pitch for “Light the Night” • Screenshots and URL of the Facebook Group/Event and Attendee List • Biography of Illumination Foundation College Club’s Executive Cabinets • Poster for “Light the Night” • Direct Mail sent to local businesses for donations • List of event sponsors
PUBLIC SERVICE ANNOUNCEMENT OUTLINE
Key Public: • Orange County College Students Secondary public: • Volunteers Action desired from public: • We want Orange County college students to unite for an entertaining and unique evening that brings awareness to realities of homeless experience a unique, and entertaining evening that brings awareness to the realities of homelessness. How does this action tie to the key public’s self interest? • College students are a proactive population, looking to become a part of community affairs to bring about change. Illumination Foundation offers various opportunities where college students can gain that experience. Overriding message/theme: • The overall message is that college students are wanted to participate and experience an informative and fun night and that positive tone is presented in this PSA. Primary Message 1: • Illumination Foundation welcomes college students to Light the Night Primary Message 2: • Light the Night hopes to unify college students to help improve homelessness in Orange County Primary Message 2: • Illumination Foundation offers useful experience college students are looking for. Third-party influentials and how they will be used: • Chris Gardner will tell his stories of how he dealt and overcame being homeless. He is the author of The Pursuit of Happiness. “Light the Night” will also have various performers including Tyrone Wells and Rebelution, who are supporters in relief efforts to the homeless. Format and Length: The PSA will be a 30 second, pre-recorded dialogue. Production Deadline: This PSA will be recorded and edited by September 2011, and distributed to local radio stations by February 2010.
PUBLIC SERVICE ANNOUNCEMENT
Script for radio PSA (An Open Air Stereo song plays in the background as the students begin to talk) Anna: I feel there is nothing going on around campus now that spring break is over. Blake: I know what you mean, but I have been hearing about the “Light the Night” event. Anna: What’s that? Blake: It’s a demonstration being put on by Illumination Foundation and its fight against homelessness involving all Orange County colleges on April 7th here at UCI. Anna: Well, what’s going to go on at the demonstration? Blake: Well, the author of the book “Pursuit of Happyness,” Christopher Gardner is going to speak. Plus, Open Air Stereo, Rebelution, and Tyrone wells will all be performing! Anna: Wow that sounds really fun! Blake: Yea we should definitely go. There’s also going to be a BBQ, a Multi Mobile Medical Center where you can see how Illumination Foundation provides health services to the homeless, and at the end of the night they are going to have a showing of the movie “Pursuit of Happyness” under the stars. Anna: Nice! Definitely count me in! Announcer: To find out more about Illumination Foundation’s “Light the Night” give us a call at (949) 273 0555 or visit www.IFHOMELESS.org
DIRECT MAIL OUTLINE
Key public: • Donors (businesses) Action desired from public: • To donate to Illumination Foundation’s “Light the Night,” event. How does this action tie to the key public’s self interest? • The donations are tax deductible and donating to Illumination Foundation will also increase the visibility of the business through recognition of its support. Overriding message/theme: • Donate to Illumination Foundations, “Light the Night,” as a way to support Illumination Foundation’s efforts to break the cycle of homelessness in Orange County. Primary Message #1: • The Illumination Foundation strives to build brighter futures for Orange County’s homeless population. How will you support the primary message? • Through discussion of Illumination Foundation’s programs and how these programs rely on the support of donors in order to be successful. Primary Message #2: • “Light the Night,” is an event worthy of donating to because it will bring awareness to the issue of • homelessness in Orange County. How will you support the primary message? • Through an explanation of the event. Describe photos/graphics: • Photos of families who benefit from Illumination Foundation’s services. Production deadline: January 2012 Production quantity: 150 Means of distribution: Mail
Dear, potential sponsor The Illumination Foundation strives to build brighter futures for Orange County’s most underserved population. IF offers four programs for homeless families; a community outreach program, interim housing program, permanent housing program and recuperative care program. The success of these programs in reliant on support from Illumination Foundation’s partners and sponsors. This year in an effort to bring awareness to homelessness in Orange County, the Illumination Foundation will hold, “Light the Night,” a camp out on UCI’s campus. The night will include live music, guest speaker Christopher Gardner, author of The Pursuit of Happiness, a candlelight tribute to homelessness, BBQ, raffles and opportunities to make donations. All proceeds from the event will go directly to Illumination Foundation’s efforts to break the cycle of homelessness in Orange County. Monetary tax-deductible donations of any amount will help this new event be a success. IF is also in need of in kind donations of gift cards to use as part of raffle prizes. “Light the Night,” will be held on April 7, 2012, so if at all possible please return your donation in the enclosed envelope by March 1, 2012. Thank you for your time and consideration. We look forward to whatever support you are able to provide. For more information on Illumination Foundation and or “Light the Night,” please visit www.ifhomeless.org Sincerely, Katie Rootlieb Director of Communication and Development Illumination Foundation krootlieb@IFhomeless.org (949) 237-0563
The Illumiation Foundation's efforts to break the cycle of homelessness
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _Fold and tear here _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _____
Yes! I would like to donate to Illumination Foundation’s “Light the Night.” Monetary Donation
Gift Card Donation $_____________
Last Name Address
Company Name City
__________________________________________________________________________ _________Email Address
Key Publics: • College students, families Self Interest: • Have the opportunity to get involved in the community to get service hours whioch are needed for certain organizations, as well as to graduate. • Students also need field hours and can find internship hours with the Illumination Foundation Action Desired from Publics: • Donate to Illumination Foundation’s “Light the Night,” event. • Get educated about homelessness and organization. • Volunteering How does this action tie to the key public’s self interest? • Students can get hours for classes and to graduate • Fill in community service hours needed by organizations such as Greek Life Overriding message/theme: • Build Brighter Futures Message: • Try and get students interested in attending the event and get them excited to learn about homelessness Describe photos/graphics: • The graphics will include a candle to represent the organization and the bright colors are for the younger generation to keep it eye catching and vibrant. Slogan or tagline if any: • “Pop a tent and experience the realities of homelessness” • “Get educated on homelessness and see what you can do.” Production deadline: March Production quantity: 100 Means of distribution: • Handing out flyers to other on campus organizations, students, professors, and hanging posters around campus at UCI
Key public • Donors & Volunteers Secondary publics: • Business community Action desired from public(s): • Donors and volunteers should continue donating money and time. Businesses may be encouraged to create a business relationship for fundraising with Illumination Foundation or donate money to get a spotlight. How does this action tie to the key public’s self interest? • Donors will be able to use the newsletter as proof of being a socially conscious company, as well as offer statements for IF to put in the newsletter as seen with Wells Fargo. Donors can find themselves in the spotlight by being mentioned in the Newsletter for generous donations. Overriding message/theme: • The overriding message is to stay connected with IF in order to build brighter futures. Primary messages: • two to three short statements/selling points to be conveyed Primary Message #1: If you volunteer or donate, you can be acknowledged! How will you support the primary message? • Every month, IF will choose a new volunteer, donor, or business partner to put in the spotlight. This will be free publicity for the businesses and an opportunity for volunteers and donors to prove their role in the success of IF. Primary Message #2: Illumination Foundation has several different ways to get involved. How will you support the primary message? (data, facts, testimonials, etc.)? • The newsletter will offer several different events for volunteers and donors to attend, including MMSCs, barbecues, and restaurant fundraisers. The numbers posted regarding the money raised and the milestones or success rates of the programs will encourage people to stay involved. Describe photos/graphics • The photographs will be of the volunteers and families affected for the respective sections. Graphics for different companies involved are important because it gives a visual effect and is easy promotion for those companies. The more graphics that can be incorporated, the longer people will pay attention.
Third-party influentials and how they will be used: • The advantage of this particular set up of the newsletter shows an immediate family spotlight. Although the volunteers and corporate sponsors are important, being able to show newsletter readers the families being effected will have a much bigger impact. Slogan or tagline: “Build Brighter Futures” Production deadline: • A newsletter should be sent out consistently on the same day at the beginning of the month so people know when to expect it. It also makes IF appear to be more organized with deadlines. I would recommend sending it out on the first Wednesday of every month. This is halfway through the week so all of the important weekend work emails have already been received and the readers can focus on IF.
Key public: • College student and community volunteers and donors Secondary publics: • Community members, University faculty and staff Action desired from public(s): • Learn the realities of homelessness in Orange County and discover ways to volunteer or donate to Illumination Foundation. How does this action tie to the key public’s self interest? • Volunteering at Illumination Foundation is an opportunity for college students to gain experience in their related fields and meet community service requirements and field hours to earn their degrees. Overriding message/theme: • Help Illumination Foundation Build Brighter Futures for the Homeless in Orange County Primary messages: two to three short statements/selling points to be conveyed Primary Message #1: Homelessness affects everyone. How will you support the primary message? • A testimonial of one of the clients will be used on the inside flap to bring a personal story of one’s struggles, hopes, and accomplishments as they live without a home into the hands of the reader. • Facts and statistics of homelessness in Orange County specifically will align with the testimonial to bring awareness that homelessness is a problem in our community. Primary Message #2: Illumination Foundation has the solution to build brighter futures among the homeless in the community. How will you support the primary message? • Display the mission statement, a short bio of the executive directory, and a brief history of the organization. Largely display success rates weaved into the four programs Illumination Foundation offers. Primary Message #3: Illumination Foundation has many opportunities for you to help. How will you support the primary message? • List the internship programs for different fields of study, volunteer events, and start a club on your campus. Provide contact information and ways to donate.
Illumination Foundation Describe photos/graphics: • Photos of women with their children to convey serving families in a caring and compassionate way. Also include imagery of candlelights that are brightening their lives. Slogan or tagline if any: Help Us Build Brighter Futures Production deadline: October 1, 2010 Production quantity: 2,000 Means of distribution: • Hand out at “Light the Night” event, after presentations by Paul Leon, place in student campus life departments
Elizabeth and her two sons spend the afternoon running around the park laughing and playing like any normal family would do. What most would never realize is the hardship this family faced only a few months prior. After breaking away from an abusive relationship, losing her job and home, finding stability for her two â€œI was caught in children was her a cycle of abuse.â€? mission despite the obstacles she - Elizabeth would face. Last year around the holidays Smith had had enough of being in a physically and emotionally abusive relationship and knew she needed to escape to provide a better life for her two daughters. Now a single parent trying to support two young boys ages 4 and 6, soon became a task she would not be able to do on her own. Through the shelter she learned of the Illumination Foundation, which seemed to provide all the necessary services to help get her family back on their feet. The Illumination Foundation, based in (city) provides temporary housing, medical treatment, daycare, job-hunting programs, counseling and more.
780 Roosevelt, Irvine, CA 92620 (949) 273-0555, Fax: (888) 517-7123
Illumination Foundation is a is a non-profit 501 (c) (3), non-denominational, grassroots organization that relies on your donations for the success of our programs.
From serving barbecue to babysitting, collecting donations, or running a mobile multi service center, we have volunteer opporutnities for you!
The Illumination Foundation needs your support. Help us cultivate new volunteers and put on fundraisers at your college or university.
2. Start a club on your campus!
We have internships is Medical Practice, Social Work, Counseling, Child Care, PR/ Advertising, Marketing, Finances, Development, or have an idea? Talk to us!
1. Intern with us!
Ways to Be Involved
for homeless families in Orange County
Build Brighter Futures
Illumination Foundation BROCHURE
wage has to work
125 hours/week to afford a 1 bedroom apartment.
A worker earning minimum
only shelter beds available.
people live in Orange County and there are
highest population of millionaires per capita and a lower than average support for non-profits.
Orange County has the
NOT caused by substance abuse or
families in Orange For County, homelessness was
Did You Know?
in late 2007 to effectively lower the barriers for Orange County’s homeless population to access existing resources and services. In July 2008 IF launched the “Pre-Transitional Housing and Wrap-Around Program”, a comprehensive program that houses and supports homeless families with children in motels in Orange County.
Experts on homelessness within Orange County agree that it has reached crisis proportions, and that there are not enough resources designated for chronic and emergency programs. With that understanding, IF was founded
Illuminate lives by bridging the gaps in existing services for the most underserved to break or prevent the cycle of homelessness in Orange County.
Recuperative Care for Homeless Patients Discharged from Hospitals
Permanent Housing Placement for Homeless or At-Risk Families and Individuals
Interim Housing and Wrap-Around Program for Homeless Families With Children
Community Outreach with the Mobile Multi Service Center (MMSC)
44% of the adults currently in the program have secured employment and 23% are continuing their education •
Since January 2010, the Recuperative Care Program has served 56 clients for a total of 595 nights 77% of these clients were connected with housing
Since October 2009, Illumination Foundation has transitioned 32 households into permanent housing
In 2010, 5 MMSC clinics have provided 686 patient services to an estimated 470 clients. Since July 2008, the Interim Housing Program has served 137 families, consisting of 286 children and 210 adults • •
Last year, IF organized 45 MMSC clinics at 19 sites and served 970 clients.
1. Client Interview Katie Rootlieb – Director of Communications and Development Interviewing Katie Rootlieb gave us an opportunity to see what Illumination Foundation really does and what it wants us to accomplish with our campaign. Rootlieb said that it does not have a problem getting clients and money is not as big of a concern. It wants us to focus on getting college students involved in potential internships to assist the clients as well as increase awareness and attendance of their major fund raiser in July every summer. We became more familiar with the organization and the four different services it offers. However, it only wants us to focus on the Interim Housing and Mobile Multi-Service Center (MMSC) clinics. We received a few pamphlets and fliers that tell about the organization, as well as upcoming event dates and invitations. Along with the invitations, she also explained what it is looking for in a campaign about their July fund raiser. This is primarily what it wants us to focus on. 1)What was the need for this organization in Orange County? • Huge gap in services for the homeless • Transitional housing was available but with extremely high qualifications for it • IF offers a very low “housing threshold” and allows for families with more difficult problems, including substance abuse issues 2) What area of Orange County do you service the most? • Prioritize the greatest need, generally in North Orange County. • The most unique area is San Juan Capistrano with incredibly wealthy people and a significant amount of homeless students 3) What are the most common causes of homelessness? • Substance abuse • Very political issue; people would rather help a child with cancer versus an adult recovering from a drug or alcohol problem 4) How do your clients find out about you? How successful is the online sign up? • No need to recruit clients, they will all come without marketing • Usually posting fliers in local Boys and Girls Clubs • Online sign up is for teachers, counselors (etc) who think someone may need help, so they can print out the paperwork and offer it to the family • 60-70% of clients are women • Main focus is on the children (hence, family programs) 5) What is the Illumination Foundation doing to advocate for more donors and volunteers? • Visit church groups and school groups • Ideally looking to get college students more involved • Free labor and students can get field hours for family therapy and social work 6) What makes you unique from other non-profits in the area? • Grassroots organization
Illumination Foundation 7) What PR tactics have you used in the past? • Not very many • Social media, but it doesn’t get used much because it doesn’t seem to do much • Newsletter • Online, monthly, 2300 subscribers • E-blasts once a week • Had an article on the New York Times front page, getting them a lot of coverage • Nothing since then • Attempting to contact the OC Business Journal with little success. 8) Have you done any psychographic research for attitudes and beliefs from Orange County residents on the homeless population? • Not much • As previously stated, it’s a very political issue • Much easier to market research for a child with a disease versus homeless people 9) Why do you have the four specific programs? • Those are the four that are most needed. • Campaign should focus primarily on Community Outreach and interim Housing. • Funded by events and donations • Permanent Housing is funded through the government stimulus package • Recuperative care is self-funding because IF is the sole provider of this program 10) What other groups do you worth with who assist you in the cause? • Lestonnac Clinic • MMSC • Church groups • Partners and sponsors listed on “About Us” page on website • Pacific Life, Sisters of St. Joseph • Corporate foundations, grants, private foundations • Important to maintain the funding • Partner a board member and a major donor to keep them updated • Host special events incorporating VIPs 11) Where does your funding come from and how do you maintain these relationships? • (Answered above) • Looking to get more financial donors, not necessarily targeting the rich • Ad coming up in the Giving Guide
Illumination Foundation 12) 1. 2. 1. 1. 3. 4. 5.
What do you hope to accomplish with a new PR campaign? Get more involvement from college student interns Generate more awareness of the homeless problem THEN encourage people to do something about it by donating, volunteering, or attending an event Cultivation of volunteers Find out how IF is perceived locally Get the business community more involved Get people to help for the long-term
2. Telphone Interviews Katie Dunbar- Volunteer We interviewed Katie Dunbar who has been a volunteer for the Illumination Foundation for over a year. Katie Dunbar is a retired elementary school teacher. She started volunteering at Illumination Foundation by collecting donations from her personal friends and family. She is now filling in for the volunteer manager who is on maternity leave and works 10-15 hours per week. We wanted to interview a volunteer to see what motivates people to volunteer and to hear thoughts on the organization and the issue of homelessness. A key finding through the interview is that the personal outreach of the staff and the executive director to different organizations, church groups, and donors is the main way the foundation gains donations and volunteers. The volunteers themselves often start out by collecting donations from their personal contacts, which increases the awareness of the foundation. Katie Dunbar “absolutely” tells her friends about Illumination Foundation and many of them contribute as well. The passion of people currently involved in the organization for helping families is what made Katie want to volunteer. She has a passion for helping children because of her background in teaching. Katie first heard about Illumination Foundation in three different ways. She read about it in a newspaper article, a close friend in the non-profit sector told her about it, and she heard about it from one other person, all in the same week. Volunteers do a vast variety of things for the organization, including babysitting for children while parents are attending classes, clerical activities, helping with events, and providing services. Katie believes that what the organization needs the most is more staff to meet the huge need of the growing organization. Katie collects food, fresh fruit, quilts, baby items, and household goods for the foundation. Katie shared that what she knows about homelessness is that there is a huge need and the kind of people that are in the homeless population are different than a while ago. Now there are more families and more people who have lost their jobs due to the economy. She said that for people not in the non-profit sector, the opinions vary. She mentioned the negative stereotypes that people have, but said that in essence there are a lot of people who are hard working who haven’t been successful at getting jobs and do not have the safety net of family. Katie attended the “Racing for Homeless Families” event and thought that “for such a young organization” they did an excellent job. Her favorite thing was that the board of directors and staff went around to each table to talk to everyone that was there. She said it was one of the best events she has been to.
Illumination Foundation Paul Leon- Founder and Executive Director We interviewed the founder and executive director of Illumination Foundation, Paul Leon, about the history of the organization and his personal story and educational background for the executive bio. Paul Leon is a registered public health nurse. Through his work at the Los Angeles County USC Medical Center, a public hospital, he worked with indigent and impoverished people without insurance. He did volunteer work on skid row in Los Angeles until he became the director of critical care at San Clemente hospital. Here he gained some of his 35 years of management experience, as he was fiscally responsible for the hospital. At San Clemente, the hospital was inundated and overwhelmed by the amount of homeless people who needed medical attention. In the beginning, the main focus for Illumination Foundation was to provide medical care for the homeless, because his expertise lies in medical services and connecting people to resources. He quickly learned that no matter how much you try to assist people with medical help, they would only fully recover if they had stable living conditions. Providing shelter was a key building block in supplying health care to the vulnerable population. Once they had stable housing, it was very easy to deliver other services. IF looked for gaps in the shelters currently provided in Orange County and now attempts to be the safety net by serving the most vulnerable. Leon says the organization has made unbelievable strides since it was first established. There were approximately 50 families in Santa Ana and 50 in Fullerton living on the street, and with the help of IF, no children are on the street in those cities anymore. Leonâ€™s goal for IF is to expand its services to other cities, into Los Angeles and San Diego by establishing pods in each location to meet the differing needs of each community. Leon said that IF needs drug and alcohol counselors the most and always need medical personnel. IF provides mental health, medical, case management services and just hired one job specialist and one housing specialist. Leon speaks to at least three organizations a week spreading awareness of homelessness and IF to gain volunteers and cultivate donors. Leon shared another reason why he is so passionate about homelessness, but that he doesnâ€™t want in print anywhere. Paul Leon was homeless for many years and did not learn to read and write until he was 27. He feels that is why he can easily connect to people when giving presentations and is why he will always work directly with homeless people as well.
Illumination Foundation 3. Focus Group Chapman Students Focus Group Location: Off campus house Participants: 5 Female, 4 Male Ages: 1-18 year old, 2- 19 years old, 1-20 year old, 3- 21 years old, 2- 22 years old Hometown: 3 Anaheim Hills, 1 Orange, 1 Irvine, 2 Washington, 1 Oregon, 1 Santa Barbra Interest level: 4-Interested, 4-Moderate, 1-Not Interested Experience with volunteering to help the homeless: 3-Previously volunteered, 6-Never volunteered What are your perceptions of the homeless in Orange County? • “They are homeless because of their life decisions, and it’s their fault.” • “The fact that there are a lot of them comes to mind when I think about the homeless. We are used to seeing them on the streets, particularly around our campus in Orange.” • “I think they have a stereotype of being drug addicts and so we automatically assume that they all are.” • “Growing up in Orange County we are exposed to the homeless who are on the side of the freeway. From my perspective as a college student, I see them as threatening. I know I can admit to seeing one on the side of the road while stopped at a red light and locking my doors. We are used to a specific group of homeless people on the side of the streets and begging, so it’s easy to fear them in general.” • “We can all agree that there is an overall negative perception of the homeless that we share.” • “I feel like they are all sick in their own way, almost like their helpless.” • “I am used to seeing the creeping, threatening ones, so my perception is that I am scared of homeless people. I feel like I am sheltered and don’t really know enough about their situations so I automatically assume they are bad.” Words or phrases that were used by participants to describe the homeless: • • • • • • • • • • • •
Dirty Hungry Needy Beggars Drug addicts Mental health problems Lazy Sick in many ways Helpless Threatening Lots of them Street Corners
Illumination Foundation How do you think this perception could be changed? • “Education could change our perception. We need to be educated on why they would benefit from our time and about stories of homeless individuals. I think this would allow us to look at them in a different light.” • “Movies are a good way to educate us about populations like the homeless. A good example is The Pursuit of Happiness. My family has always lived paycheck to pay check so I’ve seen hardship. However, my family has made it happen so I’ve always viewed the homeless as lazy but movies like The pursuit of Happiness allow us to see that it could happen to anyone.” • “Greek Organizations could help to change college student’s perception of homelessness by bringing awareness to the realities of the issue. Homelessness is rarely the focus of our service, it gets overlooked because of the negative stereotype and the fear of working with them.” • “Bringing the media in to highlight the problem could be a way to inform the public.” Would you be open to volunteering to help the homeless and have you? • “I would do it because I don’t know much about it and I haven’t had a bad experience with the homeless before. I would be more willing to help the homeless through working with a non-profit. It takes the fear aspect out of it.” • “I’ve volunteered at the Isaiah house, catholic worker in Santa Ana and saw the need, so I would be open to volunteering at another non-profit as well.” • “I have a couple friends who go out and talk to the homeless people who stand under the freeways with signs begging for food or money. They sit with them for hours and just talk. This is something I would never personally do but helping the homeless through a organization is something I would do.” • “I have volunteered at thanksgiving feel the homeless things and have always had a great time doing it. I think that if I new about ways to volunteer I would be more inclined to do it. • “I did some hours at a homeless shelter with my fraternity and had a good time. I think that I am interested in other nonprofits more, so I would probably not interested in volunteering for homelessness right now, but in the future I could see myself helping.” • “I have never done any volunteering for homelessness, but now that I am here and talking about this situation I would be interested. It just depends on what kind of commitment and what I would be doing. • “I think that I would be interested in volunteering for the mobile clinic thing. It sounds like it’s not that big of a commitment.” • “I think that if I were in the medical field or something I would be really interested in interning, but unfortunately I’m not there yet. Maybe in the future.”
Illumination Foundation What do you think would encourage college students to volunteer their time & what are some motivating factors? • For the greater good • Through an organization on campus • Service requirements • For credit in a class • Anything academic related. Ex: A special chord at graduation for completing a certain about of hours of volunteering • Having the pressure is an encouragement to get involved • Recognition for service • Having others know what you have done • Beneficial for resumes • “Extra Credit opportunities in college where we can be provided knowledge about why these people need help and are given facts about the population in order to create a desire.” • “College students need a motive to give their time. Even free food on campus at an event would bring kids to the event and then they would end up learning a lot and walking away wanting to volunteer their time.” • “Being recognized for the service we do is a really great incentive. If there were some sort of awards banquet or something I think people would be more interested in doing a lot of hours.” Ideas for creating awareness in college students about the homeless in Orange County: • “Events are usually for major donor and usually expensive but they could offer student prices. This would be a great idea to appeal to Greek life. A whole sorority or fraternity could attend the event.” • “Maybe a walk or a run or something held on campus. Having a drive on campus would also spread awareness.” • “A challenge type of thing would work because it involves competition, and were all competitive. Maybe an event where you could sponsor someone in the competition.” • “Yea, holding an event on campus to inform people of the problem and giving out information on how to volunteer.” • “Simply providing students with the information is the beginning. Most of us don’t even know when volunteer opportunities are there.” • “Contacting students through Greek organization would be a really great way to get volunteers.”
Illumination Foundation What would be effective ways to reach out to college students to inform them of internship opportunities at a non-profit? • “Social networks like Twitter and Facebook are really effective for our age group. There is also Craig’s List, Monster.com, or even blogs.” • “Internships at non profits aren’t the first things that come to mind when looking for an internship but if non profits got the word out about internship opportunities they have to offer then I think they would end up with lots of interns.” • “A section for internships should be added to the organization’s website if there isn’t already one.” • “They could use Panther Connect. Schools have sites especially for finding internships and jobs.” • “Advertising that they are looking would be the best way. There are so many ways to reach out in this day in age.” • “Social media is the best way to get the word out, also college career centers are a great place to place an advertisement.” • “The career centers usually have people constantly looking for new internships to tell students so contacting them would be a great way to get the word out.” We asked only member of the Greek Community if they think their chapter would like to get involved with volunteering for the homeless. • “I think we would be interested in that. Since it is a local foundation people would be willing to drive to volunteer.” • “We are required to do hand on hours in our chapter and everyone is always looking for opportunities to volunteer places, I think we would definitely be interested.” • “Our chapter already had a foundation, but were open to expand and help whatever cause is present.” • “ I think it would be great to get a group of people in my sorority together to go volunteer. It would help our sisterhood and it would get us out in the community doing good.” • “I’m sure people in my chapter would be interested. I am pretty involved in our philanthropy activities and know what many of our members are as well, so it’s a good possibility that we could round up some guys to want to volunteer.” • “Since we have to do hours every semester, it would be cool to switch up what we normally work with. Helping homelessness sounds like a good change or scenery.”
Key Insights of the Focus Group: We decided to have a focus group with Chapman University students because one of the Illumination Foundationâ€™s key publics is college students in Orange County. The organization is seeking in-kind donations from students who need internships or who just want to volunteer. We selected a random group of students from various ages and backgrounds as well as having some involved in Greek life. When we asked the group about their initial perception on homeless people pretty much all of the responses were negative. A lot of the group felt scared of homeless people and that they were dirty and plaguing the streets. Some of the group were somewhat indifferent to homeless people and simply accepts them into life in general, almost like it is just a fact of life that there are always going to be bums on the street. But as we kept talking, the consensus was that they were given this bad stereotype even though no one really knows that much about homelessness. Some of the participants had volunteered with homeless and some had not. The general feeling is that everyone was somewhat willing, but there are other things that are more important to them than homelessness. The people who have previously volunteered were very interested in volunteering more, especially with Illumination Foundation. Most of the group felt that if they were in the medical field, volunteering for the mobile clinic would be a great way to gain experience. The group felt that in order to get college students to volunteer there would have to be some sort of reward or credit given. For instance if there were an awards banquet, or if your hours could be counted for class credit, or put on your resume, students would be more apt to helping for the greater good. Simply getting recognized for the service college students do is a good enough incentive. Some ideas the group had for spreading the word about volunteering was to have campus events promoting the cause, having a walk to bring awareness, or contacting the Greek organization at schools and getting them to volunteer for their required hours. In order to reach out to college interns the group thought that advertising on social media sites would be best. Things like Facebook and Twitter are great resources to get a message out and people are age are really interested and follow these things. Also career centers, Craigslist, Monster.com, and even Blogâ€™s could be a way to advertise internships for college students. The group felt that internships with Illumination Foundation were a great opportunity and that they should really get the word out about them. If college students know about it they will want to get involved. We also talked to some members of the Greek community to see their interest in getting their chapters involved with Illumination foundation. They felt that it would be a great opportunity since it is a local foundation and their chapters are always looking for new ways to get into the community and volunteer hands on. Although it does not go directly with any of the chapterâ€™s foundations, they would still be very interested in spreading the word or setting up events through their chapters.
Through our survey we only received 11 responses out of a potential 2,300, which was disappointing considering the large number of people that the Illumination Foundation newsletter reaches. Although we only had a few responses we did find that a majority of the people involved are females and with ages ranging between 40-60 years of age. This validates the importance of the campaign reaching a younger demographic. Most people found out about the organization though friends or presentations that Illumination Foundation made. Some people who responded have been involved for about a year at the most and the rest were split between the 6-month period and 2-year period. We were disappointed to find that a majority of people had not attended any of the events, which is a motivator to try and get more people involved. All the events listed had some attendance, which was a positive, and we hope will increase over time. Once again we were sad that the majority of people had not volunteered at all and that only a few people actually volunteered a few times a year. Despite the lack of attendance and volunteering we did have a large percentage that have discussed the organization with other people. This is very positive and word of mouth is a good credible source for people to get interested and involved. Through our survey we found that only half of the people thought that homelessness is a huge issue in Orange County, which shows that the other half is not aware of this epidemic and recognizes it as a problem in the community. Even though we had a small number of responses, the few that we had were helpful and informative of the action that we need to take to increase awareness of the organization and homelessness.
Illumination Foundation Survey Questions 1. Gender Male Female 2. What is your age? 17 and under 18-22 23-30 31-40 41-50 51-60 60+ 3. How did you find out about The Illumination Foundation? Friend Website IF presentation Used Services Other Other (please specify) 4. How long have you known about The Illumination Foundation? 6 months 1 year 2 years 5. Which events have you attended? Mark all that apply Mobil Multi-service Center BBQ Racing for Homeless Families Fundraiser An event at an Illumination Foundation site Other None
Illumination Foundation 6. How often do you volunteer for Illumination Foundation? 0 1-2 times a year 3-4 times a year 5+ per year 7. Have you discussed The Illumination Foundation with other people? Yes No 8. How informed do you feel about the issue of homelessness in Orange County? Very Informed Somewhat Informed Not Informed 9. Please share any additional thoughts you may have.
Illumination Foundation 5. Field Trip Four our field trip we attended the Mobile Multi-Service Center (MMSC) Wednesday March 17. The center goes to various locations around Orange County once a month offering multiple medical services to anyone who is uninsured. The Illumination Foundation is just one of many organizations who offer assistance. Vaccines, prescriptions, oral and optical exams and vocational counseling are the main services provided at the center. One of the main reasons the service is mobile is to provide necessary health check-ups to anyone uninsured, including the homeless, to a diverse demographic that is not limited to one specific location. The mobile center was stationed at St. Timothy’s Catholic Church in Laguna Niguel. MMSC collaborates with various other foundations and hospitals that work closely with whoever hosts the event that provide volunteers to run the event. The location of the center often dictates the expected number of patience that will be in attendance. The goal for this month MMSC was to service as many people as possible giving them the care and resources that will assist them in any way. I spoke to several Illumination Foundation volunteers, as well as registered nurses, on the expected number of people. To my surprise they had estimated 30 people to come to the center that day. It was known that the Laguna Niguel location would not draw as many clients as other places, but the number of attendees is not the goal of the multi-service center. The event went from 5-9 p.m. and in those four hours they did not meet their predicted goal. The event itself was well equipped with more than enough volunteers, but I was told the big mobile trailer had a flat tire so makeshift tents were erected as “exam rooms” for patience. The location of the Mobile Multi-Service Center was in a very affluent area with big homes close to the beach. All of the volunteers were very helpful and friendly which added to the positive vibe of the event. There was a play area for kids to enjoy themselves while their parents sought services. My recommendations for improving the event would be for the different organizations to work together in promoting the event. Another suggestion would have all of the workers wear nametags or t-shirts so individuals could identify who is who. It was hard to distinguish who was working the center and who was a patient. Lastly, the signage at the event was really unclear. The different organizations were placed accordingly, but it was hard to know the difference between the vaccine stations from the exam station. I believe this month’s event was not a success. From talking to various volunteers it was clear that other locations had four times more patients than this one. I don’t feel the poor attendance was solely because of the location, but because of the lack of collaborative efforts to promote the event. I was told that the St. Timothy’s church was responsible for all promotional, public relations aspect of the event. Flyers were distributed throughout the church’s congregation and at the food bank the church works with regularly. Because the church is in such an affluent area, promoting through all of the different services would have made the event much more successful. I think if at the previous MMSC flyers should be distributed to clients giving the information for the following months location. That way through word of mouth among the programs biggest key public would be influential at getting the greatest response.
Illumination Foundation The Illumination Foundationâ€™s literature paints a very good picture of who they are, what they do, and what they need. Their website gives extensive information that is visually appealing, organized clearly, effectively, and in a visually appealing way. They have a comprehensive website and some printed materials such as an informational brochure, a sponsorship brochure, event invitations and email blasts. All of these encompass the same black and yellow theme, which gives Illumination Foundation a sense of self and togetherness. All of the literature provides a sense of hope. The images, wording, messages, and layout come together to convey their message. The materials truly illuminate the problem of homelessness and show how they are working towards solving it. The content and text in the literature cover many areas of the foundation. They do a good job of balancing the purpose of the foundation, what they do, and stories of people that they have helped. They try and create awareness of the problem by giving an overview of the homeless crisis in Orange County. I think that this information gives the readers a reason to look further and see what the foundation does. Without addressing the problem there is no need to seek an answer. Therefore, it is beneficial that they have put statistics and information about the problem in their materials, especially because it is some of the first text that you see. A vast majority of the content provided is based on the four programs that they do, what each programâ€™s goal is, and their broader plan of action. I think this shows the reader how much Illumination Foundation does and where they need the most support. This gives the reader reason to donate or get involved because it clearly lays out what they do. The sponsorship brochures lay out the levels of sponsors for the different events they have. It gives the reader all the information about what they get with their sponsorship and how much each is. They are very clear and show the reader what the event is and what it is for. I think these materials are straightforward and the reader can see what the benefit of their donation is. The visuals and images in the literature convey a sense of hope for the underserved and compassion for the readers. They use a candle flame and the colors black and yellow to represent illuminating the problem of homelessness. Throughout the literature and materials the theme is very well carried out. This gives the organization a complete package and idea for the reader to understand. They used photos throughout their website and brochures which help the reader connect to the cause. The photos are of individuals, children, families, and their events. The pictures in the brochure are all in black and white and work well because they are showing real people being helped by Illumination Foundation. It shows the reader that these services do help people get back on their feet and happy. They have laid out their information very well in all of the literature. By breaking up their services into four groups it makes it easier to see what the organization does. By choosing different shades of grey and yellow, the reader can have an easier time distinguishing the different programs. I also think that the way they integrated their goals throughout the literature helps the reader to connect because they can see ways that they could help. There is just enough information so that the reader is not bogged down, but still gets a chance to see an in-depth description. The materials have a very positive tone. They focus on how they can help, their goals for the future, and ways that they are going to do even better. They do a great job highlighting successes but still inform about the problem.
Illumination Foundation Overall I think that the materials are fantastic. They have done a great job establishing their mission and goals within the past few years of starting the foundation. In conclusion there are several things that could be done to improve the literature. I think that the website could have more color involved. Their brochure has more black with white and yellow writing and it seems to speak to me more than the website. I think the black background creates a more dramatic feel and represents the fact that they are trying to ‘illuminate’ the problem. Another thing that could be modified is the information on how to get involved. They have events posted and a volunteer sign up form, but I think if they gave even easier instructions such as a certain time and place where anyone could go to simply volunteer they could create a large volunteer base. Another thing they should highlight is their need for volunteers and people in medical fields. They don’t say much about what they need in the materials, they focus on informing, not recruiting. If they were to put their needs on their literature they could create a lot more volunteer support.
Townspeople This San Diego based non-profit focuses on finding safe housing for homeless individuals and families who have, or are at risk of HIV and AIDS. They offer two programs, one being Information and Referral that distributes and educates the homeless community of affordable living to rental offices who are aware and support the mission of Townspeople. Its second program is the actual Supportive Housing Development and Management, which is the organization’s own living complexes for low-income residents who have or are at risk of HIV and AIDS. Although its specific focus is towards homeless with or at risk of HIV and AIDS it is still a competitor of Illumination Foundation because there is a large emphasis with supporting homeless families and children as a whole. The website has a welcoming appeal with the background pastel oranges that slowly fade into several shades of baby blue. Although the colors and fonts are nice within the website, the format in which they are presented could use reworking because the links, tabs, and clip art seem to be somewhat scattered throughout the home page as well as its other links. Regardless of how scattered the connecting links are formatted ,Townspeople did a nice job at keeping it concise and simple. Having no wordy or long paragraphs makes the navigation of the site easy; although adjustments to the format would only make the website’s navigation that much more efficient. On the websites news and events page, it is clear that it has not been updated in quite some time. The content provided is basic information that you actually can find on the homepage itself. There are no dates next to bullet points of various facts and statistics, which may be discouraging to the various publics wanting updates. Lastly, in regards to their news and events page there is another newsletter link. This page similarly was last updated “Spring 2009.” There are no more specific details of dates and times other than that. Also the uploaded images are blurred and out of focus. As a whole the content is easy to read and not overwhelming or confusing to the various publics that would view the site, but the quality of its presentation definitely needs improving. From an outside perspective it seems as though the website has been somewhat neglected. Besides basic and accurate contact information I would recommend the website be updated and remodeled so that donors and potential donors would not be turned off by this like I was.
Illumination Foundation Aside from content and to elaborate on the visual concepts the website portrays, they have a nice foundation that could be a great creative jumping-off point if updated. As mentioned earlier, the colors used are inviting and comforting, which is a very positive and important characteristic to convey. One major suggestion is that since one of the biggest services and accomplishments the organization has achieved is its resident complexes devoted to assisting homeless people with HIV and AIDS, some picture or photo should display those structures. That would also lead website visitors to feel a sense of credibility and assurance.
The Los Angeles Catholic Worker The Los Angeles Catholic Worker is a non-profit organization that is a part of the Catholic Worker movement. It is one of 185 Catholic Worker communities worldwide. Like the Illumination Foundation, their main goal is to aid the homeless. Along with many other services, they have a soup kitchen and a house for the homeless. Some good tips can be taken away from examining their communication literature. Photos are definitely something that should be used on websites to make the writing come to life and give a very realistic feel to the site. Additionally, I think having a newspaper in general is a good idea to keep those in your community who are involved in the organization informed and updated. Also, keeping a consistent symbol or logo on all communication literature is something that the Los Angeles Catholic Worker does not do; yet I feel it is something beneficial for any non-profit. Website The Los Angeles Catholic Workerâ€™s website is laid out very nicely. The homepage almost appears to look like a blog with dated entries of updates on the non-profit and information on events. I think this gives the site a very accessible feeling. One negative thing about having this as their homepage is that their mission and what they are all about canâ€™t be found on the homepage of the website. The site does provide a bar running down the left side of the page with tabs to click on, allowing viewers to easily maneuver through the site and find what they are looking for. Aside from the pictures provided to better illustrate the events being talked about, the only color really used is a shade of light purple. To make the sight more visually appealing, I think a variation of color could be used. The site does use pictures very well to make the page come alive and to compliment the content provided. The symbol of the Catholic Worker shows Jesus with arms around a woman with a child and a man. This symbol definitely shows that this is an organization with a religious affiliation but also gives a feeling of care and assistance. I think it could definitely be modernized and have color added to it. The content of the website really positions the organization as a catholic non-profit. The organizationâ€™s religious affiliation is something highlighted in its content. The content also displays that this is a very active non-profit that provides plenty of volunteer opportunities to its community.
Illumination Foundation Micah’s Way Micah’s Way is a non-profit organization based in Santa Ana that benefits the homeless, making it a competitor for Illumination Foundation. Its mission is to help families and individuals based on their needs and assist them in becoming self-sufficient. This program is called Family and Individual Services (FIS). The website is very easy to follow and use. It uses the same border for each section of their website, clearly identifies contact information, includes a link for donations, and literally highlights the organization’s mission. This design allows for consistency through-out the site and makes it very easy to navigate. Each page uses several pictures and a few videos to give visitors a great visual of the organization. However, the site goes over the very basic idea of the organization and only explains one small program that it hosts several times a week. Something that the Illumination Foundation should consider adopting is openly acknowledging its volunteer’s birthdays. This could be done in the newsletter or even in a more private fashion by sending a birthday card to the volunteer’s house. The same program could be used by sending holiday cards or New Years cards to volunteers in order to remind them that the organization appreciates their contributions. Also, Micah’s Way incorporated less formal text on its website, which was interesting. It could either encourage more people to volunteer because they feel that the organization is more fun, or discourage people because they do not feel like it is a well-run organization because it is less professional. Main Page The main page explains to visitors who the organization is, its purpose, and how visitors can donate. The informational paragraph begins with a Bible reference, assuming that all visitors to the site have a Bible (“You can read about it in your Bible...”). However, the text also acknowledges that Micah’s Way is not a religious organization despite being named after a prophet. This creates an inconsistency and may cause visitors to feel disinterested in the organization if they do not have a religious affiliation. Immediately thereafter, there is a paragraph offering statistics about the homeless in Orange County. This allows readers to understand why Micah’s Way exists. The statistics paragraph and the following one, explaining what a non-profit is, both offer links to other pages. This encourages readers to continue exploring the site even if that was not their original intention. Blog The website also offers a blog. This is a great idea to keep website visitors informed on what is going on each day. However, it is not used in an effective manner. There are entries from several employee’s blogs, but most of the postings are void of any information. Since September 12, 2009, there are only 18 blog entries. The most recent entries only have one quote from a public figure, such as Ceasar Chavez or Lincoln, or tell of a Bible reading or gospel. Micah’s Way had the right idea in the beginning, including videos of some of its events or speakers, but the blog has quickly become obsolete.
Illumination Foundation Who We Help This section explains who the organization assists and overviews of how they are helped. The best part of the Participants section is short stories of people who have been helped by the organization. It is written informally which lowers their professional credibility, but it also gives the website a much more casual aspect that may encourage people to volunteer on their free time. Readers get an idea of how people are chosen to be assisted by the program, and they have the opportunity to click on links to volunteer. Outreach/Calendar Micah’s Way only shares one example of how ot assists, which is the Micafe outreach program. Essentially, volunteers offer coffee and pastries to the homeless, as well as get to know those in need. It only says that the organization offers “bus passes or other help,” which does not explain much about what it actually does. The calendar section shows that this program happens very frequently. It also shows that there are only three other events going on, with no specifics about what actual events are. There are also two unrelated events: A volunteer’s birthday and a going away party. The acknowledgement of a volunteer’s birthday is a really good idea, because it makes the volunteer feel valued by the organization. However, the going away party does not seem to have much relevance to someone just visiting the site once.
Friendship Shelter Laguna Beach “Friendship Shelter’s mission is to assist homeless adults regain self-sufficiency and become more productive members of the community.” The Friendship Shelter is a non-profit organization in Laguna Beach, Calif. that assists homeless adults on getting back on their feet. The program is a 60-day self-sufficiency program that provides a home, three meals daily and a wide range of support services for 32 men and women. Those that stay here must work to save money and develop skills to rebuild their lives. After this, the program allows these people to move into Henderson House Transitional Living apartments in San Clemente, where 25 residents live for up to one year. This organization does a great job of recognizing its donors by creating a special section for sponsors and a number of pictures of people enjoying the events. Since one of the Illumination Foundation’s goals is to raise money from prominent people in the Orange County area, they may benefit from giving sponsors more attention on the website. The Friendship Shelter has a very clean layout for their website with the same three basic colors of green, orange and black. On the top left is an image of a sun setting over water melted into the green background. The tone presented on the website is very friendly and comforting. All of the links are easy to find, which makes it easy to navigate through and find information about the organization quickly. In addition, right in the center of its home page is an easy to read outline of the organization and its history and mission. It is nice to read because of the clarity and conciseness of all the text. Also the information
is good for those who may not know what the organization does and why. However, the organization highlights its own attributes and successes before speaking about the homeless people themselves. The website home page also provides the latest updates on what the organization is doing in Orange County, and how outside groups and people are getting involved to help out. In addition they provide many photos of those involved which makes it very personal and gives it credibility that this is an organization that is truly making a difference not only in the lives of the homeless, but also the volunteers. The Friendship Shelter also provides one to two newsletters a month that it posts online. These newsletters tell personal stories of volunteers and how they help the clients, which may persuade someone reading to volunteer. However, the page has a lot of awkward white space that makes it difficult to follow. The website provides a page specifically for sponsors, which makes it seem appreciative of its supporters. Overall the Friendship Shelter does seem to have an effective organization that reaches out to its local
Coalition for the Homeless Coalition for the Homeless is located in New York City and has been around for over 25 years, providing a good example of a much larger organization than the Illumination Foundation. The literature produced by the Coalition favors a focus on the facts and statistics of homelessness before promoting the organization itself. This is a great way of presenting the problem to the readers, giving them the facts before asking them to donate time or money. The Illumination Foundation would benefit from producing printed material that is about 90 percent information on homelessness in Orange County and only 10 percent about the foundation, for example. They could also make the statistics more prominent on the website. Presenting the facts gives credibility to the organization and its programs. The Illumination Foundation should consider producing something similar to the myths and realities presented in the Coalitionâ€™s annual report. This would help to combat the negative attitudes towards homeless people. Another great idea is to put many personal stories on the website of clients that Illumina tion Foundation has helped. The pictures of real people help the reader to identify and connect with people who suffer from homelessness, seeing that they are just like our friends and neighbors. About Us According to the About Us section of the website, Coalition for the Homeless is the oldest advocacy and direct service organization helping the homeless for over 25 years. The organization is located in New York City. The organization positions itself as the most credible source of information on homelessness and proves its credibility by saying that it helps 3,500 clients a day. The picture on this page is black and white and is of a mother with her child gazing off in the distance. The picture gives the feeling that they are searching for something better.
Illumination Foundation Home Page The home page for Coalition for the Homeless focuses on the statistics of homeless people in New York rather than talking about what the coalition does right away. The page has informational charts and an eye-grabbing feature where numbers count up to different statistics. The factual context raises awareness of the problem before describing how the organization solves it. The homepage also adds a personal touch on the lower half of the screen with a personal story and a teaser to the blog. The color scheme is red, white, and blue, which presents a very American, political feel to the organization. Annual Report The annual report â€œThe Myths and Reality of Homeless New Yorkersâ€? provides a consistent tone with the website in terms of focusing the content on exposing the truths of homelessness. However, the annual report offers many more photographs of real people, which enhances the credibility of the situation and pulls at the emotions of the readers. The report shows images of real and even happy children who in reality are underserved. The main problem with the annual report, however, is that the detailed information is too small and the white font on grey background makes it difficult to read. The textured grey background is reminiscent of the dirty sidewalks of New York with the red, black, and white text setting a darker, more serious mood. Programs The Coalition has 11 different programs, where each one has its own page. On the right hand side of each page is a story and a picture of a client who has participated in that program and how it has helped him or her. These stories are described in a manner that puts the reader in the clientâ€™s shoes, allowing a potential donor to empathize and connect with the people served. The description of the program provides the need for the program, how it works, how one can volunteer, and information for clients looking for help. This is done in a very clear and concise way.
PRELIMINARY IDENTIFICATION OF PUBLICS
Preliminary Identification of Publics: 1.Business Community of Orange County a.Business Leaders b.Company Owners c.Businesses with giving programs 2.Donors a.Current b.Past c.Present d.Donorsâ€™ Friends 3.Partners/Sponsors aPast and Present Corporate foundations b.Past and Present Private foundations 4.Potential Sponsors 5.College Students in Orange County a.Chapman University b.UC Irvine c.Cal State Fullerton d.Orange Coast College e.Cal State Long Beach 6.College Campus service groups a.Greek life b.Service Learning Offices 7.Homeless people in Orange County 8.Homeless families in Orange County 9.Families/individuals currently served by IF 10.Low income families in Orange county (Including minorities) 11.Schools in Orange County a.Preschool b.Elementary c.Middle d.High School 12.Religious Organizations a.Churches 13.Hospitals in Orange County 14.Medical Professionals 15.Previously homeless individuals 16.Women groups/organizations/clubs in Orange County 17.Elected officials in Orange County
“Alberta aims to end homelessness for $3.3B.” cbc.ca. 16 March. 2009. < http://www.cbc.ca/canada/calgary/ story/2009/03/16/cgy-alberta-homelessness-10year- plan.html#ixzz0feAp54vk> Andreasson, Sven. “Physical diseases among homeless people: Gender differences and comparisons with the general population.” Scandinavian Journal of Public Health 93-100 37.1 (2009). SageJournals Online. Web. 17 Feb. 2010. Borden, Bill. “Borden: Effective, Efficient Homeless Help in Huntington” The Orange County Register. 8 Feb. 2010. Web. 17 Feb. 2010. <http://www.ocregister.com/news/help- 233234-homeless-children.html>. Bradley, Donald. “Tough times relentlessly add to ranks of ‘new homeless’ ” The Kansas city Star. 9 Feb. 2010 Web. 16 Feb. 2010.<http://www.kansascity.com/105/story/1738409.html?storylink=omni_popular> Cabrera, Yvette. “The Window to Help OC’s Homeless is Open.” The Orange County Register. 11 Jan. 2010. Web. 17 Feb. 2010. <http://www.ocregister.com/articles/county- 227659-homeless orange.html?pic=15#articleread>. “Death of a Cowboy.” Coastline Pilot. 21 Jan. 2010. Web. 17 Feb. 2010. <http://www.coastlinepilot.com/articles/2010/01/22/opinion/cpt-editorial01222010.txt>. Devorak, Phred. “On the Streets and on Facebook: The Homeless Stay Wired.” Wall Street Journal 30 May 2009: A1. Web. 17 Feb. 2010. <http://online.wsj.com/article/SB124363359881267523.html>. Diamond, Barbara. “Survey for the Homeless.” Coastline Pilot. 4 Feb. 2010. Web. 17 Feb. 2010. <http://www. coastlinepilot.com/articles/2010/02/04/top_stories/cpt- \homelesssurvey02052010.txt>. Eckholm, Erik. “For Veterans, a Weekend Pass From Homelessness.” San Diego Journal 25 July 2009. Web. 17 Feb. 2010. <http://www.nytimes.com/2009/07/26/us/26homeless.html>. 14 Feb. 2010 <http://www.good.is/post/q-a-why-houses-cost-less-than-homelessness/> Fleming, Robert. “Crisis: Homelessness Population Grows, Tent Cities Thrive.” New America Media. 27 Mar. 2009. Web. 16 Feb. 2010. < http://news.newamericamedia.org/news/view_article.html?article_ id=68f71ea6b9b17c9 4afbe9a5fc0bd84a3> “For National Homeless Youth Awareness Month, Youth Homelessness Is Public Enemy #1.” Marketwire. 27 Oct. 2009. Web. 14 Feb. 2010. http://virginmobileusa.marketwire.com/easyir/customrel. do?easyirid=13135DE328B72 AB2&version=live&prid=552046&releasejsp=custom_124>
Illumination Foundation Frazier, Cindy. “Night Shelter Reaches Capacity.” Coastline Pilot. 4 Feb. 2010. Web. 17 Feb. 2010. <http:// www.coastlinepilot.com/articles/2010/02/04/top_stories/cp>. “Full Coverage: Homeless in America.” LA Times. Feb. 2010. Web. 16 Feb. 2010. <http://www.latimes.com/ news/printedition/la-homeless-pkg,0,5604208.special> Fullenwider, Kyla. “Q&A: Why Houses Cost Less Than Homelessness.” Good.Is. 9 Feb. 2010. Web. Gorman, Steve. “California “tent city” for homeless to be closed.” Reuters 20 Mar. 2009. Web. 17 Feb. 2010. <http://www.reuters.com/article/idUSTRE52J0FK20090320>. “Guest column: Despite our euphoria, New Orleans is struggling.” Des Moines Register. 13 Feb. 2010. Web. 15 Feb. 2010. <http://www.desmoinesregister.com/article/20100213/OPINION01/2130310/- 1/caucusright/ Guest-column-Despite-our-euphoria-New-Orleans-is-struggling> Hart, Kelli. “Laguna Beach Officials ‘Surprised’ by Lawsuit Over Homeless” The Orange County Register 30 Dec. 2008. Web. 17 Feb. 2010. <http://www.ocregister.com/articles/homeless-137777-city-laguna.html>. “Helping the Homeless.” BBC News. 29 December 2009.< http://news.bbc.co.uk/go/pr/fr/- /local/cornwall/hi/ people_and_places/religion_and_ethics/newsid_8433000/8433574.stm “Homeless America changing because of financial crisis” BBC. 13 Feb. 2010. Web. 16 Feb. 2010. <http://news. bbc.co.uk/2/hi/programmes/world_news_america/8513771.stm> “Homelss people in Taiwan aim to start anew this year.” The China Post. 14 February 2010. < http://www. chinapost.com.tw/taiwan/national/national- news/2010/02/14/244810/Homeless- people.htm> “Homelessness drop ‘may reverse’.” BBC News. 25 June 2009. < http://news.bbc.co.uk/2/hi/uk_news/ wales/8117317.stm> “Home the Homeless” Slumdogs helping the street children of India. 17 February 2010. < http://www.slumdogs.org/homeless-facts/> “Homelessness.” assembly.ca.gov N.p., n.d. Web. 12 Feb. 2001. <http://www.assembly.ca.gov/acs/committee/ c12/publications/2002report/HOMELESSN ESS.htm.> “Homelessness in America.” NPR. Feb 2010. Web 16 Feb. 2010.<http://www.npr.org/templates/story/story. php?storyId=5565348> “Homelessness set to fall again.” BBC News. 25 January 2010. <http://news.bbc.co.uk/go/pr/fr//2/hi/uk_news/ scotland/edinburgh_and_east/8478525.stm
Illumination Foundation “Innovating the Innovation of Project Homeless Connect: Video sharing and social networking “show” results in ending homelessness.” “20 in 20” (May 2008). United States Interagency Council on Homelessness. Web. 14 Feb. 2010. <www.usich.gov>. James, Elysse. “Homeless Group Runs Surf City Half Marathon” The Orange County Register. 4 Feb. 2010. Web. 17 Feb. 2010. <http://www.ocregister.com/news/running- 232576-tierney-run.html>. “London homelessness annual progress report shows positive results.” View London.co.uk. 15 February 2010. <http://www.viewlondon.co.uk/news/london-homelessness-annual- progress-report-shows-19615107.html> MacGillivray, Laurie. “Libraries, Churches, and Schools: The Literate Lives of Mothers and Children in a Homeless Shelter.” Urban Education 45.2 (2009): 221-45. Sage Journals Online. Web. 17 Feb. 2010. Maide, Jeff. “Top Causes of Homelessness in America.” Sooper Articles. Feb. 2010. Web. 16 Feb. 2010. <http:// www.sooperarticles.com/news-society-articles/world-news- articles/top-causes-homelessness-america-40456. html> Marcucci, Michele R. “Study: California has most homeless in United States.” 11 Jan. 2007. Web. 17 Feb. 2010. <http://findarticles.com/p/articles/mi_qn4176/is_20070111/ai_n17133802/>. McKinley, Jessie. “Cities Deal With a Surge in Shantytowns.”The New York Times. 25 Mar. 2009. Web. 16 Feb. 2010. <http://www.nytimes.com/2009/03/26/us/26tents.html> “New centre to aid homeless people.” BBC News. 20 December 2009. < http://news.bbc.co.uk/go/pr/fr//local/ cornwall/hi/people_and_places/religion_and_ethics/ newsid_8433000/8433574.stm> O’Leary, Kevin. “Last Refuge for the Homeless: Living in the Car.” Time. 12 Feb. 2010. Web. 16 Feb. 2010. <http://www.time.com/time/nation/article/0,8599,1963454- 2,00.html> Patton, Zach. “Stemming the Tide of Homelessness.” Governing. Feb. 2010. Web. 15 Feb. 2010 <http://www. governing.com/article/stemming-tide-homelessness> Raven, Tyler.”Homeless in America.” NewsHour Extra. 11 Dec. 2002 Web. 11 Feb. 2010. <http://www.pbs.org/ newshour/extra/features/july-dec02/homeless.html>. Read, Phillip. “Young family falls victim to homelessness as part of growing state and national trend.” New Jersey Real-Time News. 14 Feb. 2010. Web. 16 Feb. 2010.<http://www.nj.com/news/index.ssf/2010/02/young_ family_falls_victim_to_h.html > “Report: 1 in 50 U.S. children face homelessness.” CNN. 10 Mar. 2009 Web. 14 Feb. 2010<http://www.cnn. com/2009/US/03/10/homeless.children/index.html>
Illumination Foundation Rosenblatt, Susanna. “ACLU lawsuit calls Laguna Beach’s benevolent reputation into question - Los Angeles Times.” Featured Articles From The Los Angeles Times. 9 Apr. 2009. Web. 17 Feb. 2010. <http://articles. latimes.com/2009/apr/09/local/me-laguna9>. Schneider, Lee.“Running the Numbers:Homelessness in America.” The Huffington Post. 11 Dec. 2009. Web 16 Feb. 2010. <http://www.huffingtonpost.com/lee-schneider/running- the-numbers-homel_b_388207.html> “Southern California Homeless Shelters Struggle to Cope with Economic Crisis.” World Socialist Web Site. 27 Jan. 2010. Web. 17 Feb. 2010. <http://www.wsws.org/articles/2010/jan2010/home- j27.shtml>. Thompson, Sanna J. “Homeless, Street-Involved Emerging Adults: Attitudes Toward Substance Use.” Journal of Adolescent Research 25.2 (2009): 231-57. Sage Journals Online. Web. 17 Feb. 2010. Terrelio, Jacob. “L.A.’s skid row mission.” Los Angeles Times 24 Nov. 2009. Web. 17 Feb. 2010. <http://www. latimes.com/news/opinion/editorials/la-ed-homeless24- 2009nov24,0,3535684.story>. Upton, John. “New housing planned for homeless veterans.” San Francisco Examiner 4 Feb. 2010. Web. 16 Feb. 2010. <http://www.sfexaminer.com/local/New-housing-planned- for-homeless-veterans-83614107.html>. “2009 US Conference of Mayors Hunger and Homelessness Survey Reports Increases in Food Need and Family Homelessness.” United States Interagency Council on Homelessness (USICH). Web. 14 Feb. 2010. <http:// www.usich.gov/index.html>. “Using Project Homeless Connect to “Connect” Consumers to Policymakers through a yearbook initiative.” e-newsletter 3 (28 Dec. 2008). United States Interagency Council on Homelessness. Web. 14 Feb. 2010. <www. usich.gov>. Venezia, Barbara. “Cities Need a Plan to deal with Growing Homeless Population” The Orange County Register. 8 Oct. 2009. Web. 17 Feb. 2010. <http://www.ocregister.com/news/homeless- 214185-laguna-people. html>. Villaraigosa, Antonio R. “Defeating homelessness; Los Angeles is making progress, the mayor says, but there is no quick fix.” Los Angeles Time 2007: A21. Web. 12 Feb. 2010. Brett Vanlandingham Woolworth, Stephen. “Between the Wizard and the Deep Blue Sea: Notes on Homeless Youth Advocacy and Community Coalition Building.” Cultural Studies Critical Methodologies 10.1 (2009): 70-76. Sage Journals Online. Web. 17 Feb. 2010. Young, Eric. “Homelessness hitting women and children hardest.” The Christian Post 1 Dec. 2008. Church Executive. Power Trade Media LLC. Web. 17 Feb. 2010. <http://www.churchexecutive.com/news.asp?N_ ID=1610>.