MEET OUR TEAM TERAN HUGUELY: A Strategic Communications major with a minor in Psychology, Teran has gained valuable experience in the communications field during her Elon career, working as an assistant PR coordinator for a womenâ€™s contemporary boutique in Washington DC. Most recently, she interned at Diane von Furstenberg in New York and assisted in the public relations department. With graduation quickly approaching, Teran hopes to continue her communications career back in New York City.
FELICIA MAFFUCCI: A Senior Strategic Communications major with a minor in Business Administration, Felicia has had a lot of valuable experience in the PR industry as well as her classes throughout her Elon career. Most recently, she worked as the Public Relations intern at Joonbug.com, an online city guide and special events resource. She studied abroad in London, England where she was the intern at a small boutique public relations firm, Aqua PR. Also, she has experience in the marketing industry, where she interned as the personal assistant to the Director of Marketing and Membership at Trump National in Bedminster, NJ. With graduation in May, Felicia hopes to go back to New York City and pursue her career in Public Relations.
EVANGELINE SEE: A double major in Strategic Communications as well as Psychology, Evangeline is a visiting student at Elon University from Singapore. She is also the current holder of the Wee Kim Wee Legacy Fund Scholarship for the Communications school in Nanyang Technological University (Singapore) for her cohort. She has done publicity materials for Aces, Singaporeâ€™s National Cheerleading Team and Renew (Trinity Worship Center) as well as campaign plans for Isabella Cannon International Center. As a junior in college, Evangeline will be returning to Singapore to complete her college education before pursuing a career in Public Relations in U.S.A. GREG RITTERSBACH: A Strategic Communications major who has gained valuable experience in the communications field, creating successful strategic plans for the Elon University School of Communications and The American Red Cross. Most recently, he interned as a Marketing Assistant at Syncsort Inc. in Woodcliff Lake, NJ. As graduation approaches, he hopes to continue his communications career working in New York City or New Jersey.
Table of Contents I. Introduction...................................................................................................................................4 II. Background/Current Situation..................................................................................................58 III. Secondary Research..............................................................................................................9-13 IV. Primary Research................................................................................................................1420 V. Goals & Objectives..............................................................................................................21-22 VI. Strategies & Tactics.............................................................................................................2327 VII. Evaluation..........................................................................................................................28-30 VIII. Budget..............................................................................................................................31-33 X. Timetable..............................................................................................................................3435 XI. Conclusion & Summary...........................................................................................................36 XII. Appendices........................................................................................................................37-50
INTRODUCTION Tristan’s Quest is located in Guilford County, Greensboro, NC. It was founded in June 1999 by Dr. Jean and Richard Allen, whose son, Tristan, died during a physical restraint while receiving treatment for severe depression. The non-profit organization is dedicated towards provide education, family support and direct services in order to help children and adolescents with mental health challenges. Our team has compiled a strategic plan for Tristan’s Quest to achieve the goals of creating greater awareness for the organization and its services, as well as to garner support and fundraise in the community. Our strategies and tactics suggest having an overarching campaign theme of “You Call the Shot” and elaborate how to best integrate this theme to create a new image and engage the public through the uses of social events and social media tools. The outlined campaign proposes to help Dr. Jean Allen, Executive Director of Tristan’s Quest to find the most effective ways to reach and engage the community of Greensboro and to fundraise for further programs. Our team consists of four Elon Strategic Communication Majors that have experiences in the public relations industry through internships, jobs and coursework. Using professional and relevant knowledge, we have crafted a campaign that we believe would best suit the public relations and strategic communication needs of Tristan’s Quest.
BACKGROUND/CURRENT SITUATION SECTION Background and Composition Tristan’s Quest is a nonprofit organization devoted to helping improve the quality of life for children and adolescents with behavioral/emotional challenges such as ADHD, Autism, Asperger’s Syndrome, ASD, SPD, depression, anxiety, etc. Tristan’s Quest uses the following techniques to better the lives of their clients: ● ● ● ● ● ● ●
1:1 consultations Small group classes teaching anger management, social skills, bullyproofing, making and keeping friends Support groups for middle and high school age boys and girls Parenting classes and support Academic support (enrichment and remediation) Saturday morning "Let's LEGO" Friday FUN Night for youth with high-functioning Asperger's Syndrome or ASD
Dr. Jean Allen (Dr. Jean) founded Tristan’s Quest along with her husband Richard Allen in June of 1999. In 1998 Dr. Jean’s son Tristan died of suffocation while being restrained by workers at Greensboro’s Charter Behavioral Health System Hospital for a severe depressive episode. Dr. Jean Allen has since been dedicated to working with children with special needs. Along with a team of specialists and college interns from around the area, Tristan’s Quest works to help their clients, even if they cannot afford the upfront costs by creating payment plans. Dr. Jean has vowed to never turn someone away because of money. Tristan’s Quest is governed by a board of professionals who work closely to keep Tristan’s Quest running and helping children everyday. Throughout the years, Tristan’s Quest has relied on grant writing and donations to keep the services they offer in place. The grant writing done by Tristan’s Quest is all done in house, and takes a long time for one of their grants to be approved. On top of this, Tristan’s Quest also relies on donations and fees of services to keep their services available. Fees for services are as follows: ● ●
$360 - 12 week class $40/hour for 1-1 consultation
The essence of Tristan’s Quest can be summed up by their ABC’s: ● ● ●
Acknowledge the strengths Believe in potential Conquer the challenges
These ABC’s are prevalent in the way that Tristan’s Quest runs, and how they treat each of their clients. These beliefs are held throughout the organization from the Board of Directors to the interns. Everyday is devoted to improving the quality of life for their clients. Relevant Publics
The main public Tristan’s Quest serves are children and teens diagnosed with mental disorders, or who are at risk of developing mental disorders. They are usually referred to Tristan’s Quest by schools, hospitals, therapists and other professionals. In addition, parents and families of these children that have special emotional or behavioral needs are given help through education by parenting classes, which teaches them how to care for the children. Also, support groups are available for these family members to help them cope with the stress and struggles that they might face. Parents and family members of the children and teens with special emotional and behavioral needs are also important publics to consider. As these individuals connect with other families and contribute to Tristan’s Quest. Other important, general publics include schools and educators, who are able to identify children and teens at risk or with special needs, and refer them to Tristan’s Quest for developmental intervention. Also, the general Greensboro community is crucial to target in order to create awareness of the issue and of the organization itself, and garner support, recognition and funding from community members. Competitive Frame Direct Competitors (not exhaustive) Even though most of the agencies/organizations providing mental health care for children do not provide the same developmental intervention as Tristan’s Quest, they are considered direct competition because many people turn to these organizations for help and services when dealing with children with special behavioral and emotional needs. This may be due to their reputation, referrals or because they do not know about Tristan’s Quest and the benefits/ difference of developmental intervention for children. Some of these organizations are listed below: 1. Benchmarks Website: http://www.benchmarksnc.org Benchmarks is an alliance of agencies to advocate the issue of adults’ and children’s well being and health. They are partnered with departments of health services and juvenile delinquencies. They match children with mental health diagnosis and a relevant health care institutions. They are considered a direct competition because many educators, schools, and families approach them for help and referrals. 2. North Carolina Mentor Website: http://www.nc-mentor.com This organization provides basic psychiatric and medication management services, outpatient therapy, and more intense services such as Intensive In-Home and Day Treatment services for children with mental health diagnosis. 3. NC Department of Health and Human Services Website: http://www.ncdhhs.gov
This organization uses a “Systems of Care” approach to treat children (and adults) with special needs and disorders. Although these organizations do not provide the exact same type of intervention services as Tristan’s Quest, they are considered direct competition, because community members with the same needs are approaching or enlisting these other organizations’ services. Most of the “competitors” listed above are larger scale organizations with branches and agencies. This would mean that they have the connections (especially government agencies), and the funding, to embark on larger campaigns to create awareness and build reputation. Tristan’s Quest, on the other hand, is considered more personal. Families may be more comfortable bringing their children into this community for personalized intervention and help. In addition, no other organization is doing the same work in this area, because Tristan’s Quest is a developmental center rather than a traditional counseling center, therefore, it provides developmental intervention strategies. Research has shown that it is more beneficial than traditional methods. For example, one of its unique services is teaching social skills classes for preschoolers. Current Position Historically, the organization has had little luck with individual donations, but the few donations have originated from grandparents, community members, and churches. Tristan’s Quest has a vision to make all potential donors aware that children’s mental health, including social, emotional, and behavioral issues, are as important as children’s physical health. People tend to turn away from donating to Tristan’s Quest, because they do not think it is a worthy cause to donate to if it has not touched the donors’ life personally. Overall, Tristan’s Quest brings in about $175,000 per year. The organization’s ideal marketing budget is approximately $7,000 per year, but with the possibility of only having enough to spend $4,300 per year. It is Tristan’s Quest ambition to be able to spend over $9,000 a year for promotion and staffing. Tristan’s Quest is very involved with its surrounding community. The organization has several events that raise awareness and are all promoted through their website or through mailings to clients and regular donors. Fundraisers include: ● ● ● ●
Yearly Golf Tournament Poinsettia Fundraiser Christmas Wreath Chocolate Fundraiser Baseball parking for the Greensboro Grasshoppers
Moreover, the Carolina Theater in Durham, NC, is screening a documentary entitled “Neurotypical.” The film is "about autism from the perspective of autistics.” This event is sponsored by Tristan’s Quest and helps raise money and awareness about autism and awareness of Tristan’s Quest as well.
Local companies also provide sponsorship for various events. For example, companies such as Home Depot, Biscuitville, and various banks sponsored Tristan’s Quest annual golf tournament. Direction Many people in the Greensboro area still have not heard about Tristan’s Quest, what the organization does, and the children it serves. One of the campaigns main goals should be to increase awareness about the unique services it provides for children in need. Additionally, Tristan’s Quest has such a small budget that they have limited funds for promotion. Their fundraising comes only from grants, fundraising and a few small donations from the elderly. Because of the poor economic situation right now, many small businesses and nonprofits are suffering. There is also a lot more competition for grants and grant money might decrease. Without funding, the organization cannot run smoothly and cannot continue to offer special programs like they have done in the past. Vision Dr. Jean has clear expectations of where she wants the organization to reach in terms of donations. In the future, Tristan’s Quest hopes for the addition of a playground and more rooms to accommodate the growing clients at Tristan’s Quest. This summer will mark the first time that Tristan’s Quest has hosted a summer camp, and it would be beneficial if they could add extra rooms for the following year, as they hope to bring in a lot of past, present and new members each year. In an effort to expand, getting donations from community members is vital. There are various ideas that could bring in more money for Tristan’s Quest through the role of strategic communications. In achieving the organization’s goals, informing and opening the eyes of potential donors is important for Tristan’s Quest to accomplish. Dr. Jean noted that her clients build socio-emotional competence and confidence through Tristan’s Quest’s classes, support groups, and one-on-one sessions, which she said could be a very eye-opening story for prospective donors. Moreover, Dr. Jean informed that Tristan’s Quest is a developmental center, not a traditional counseling center, and they do one-on-one work with a different approach than any other organization in the area. The organization is extremely distinctive in what they do, and they need to expand on that and make it known to the surrounding communities. Tristan’s Quest is held in high esteem in the medical world, and pediatricians, hospitals, psychologists, psychiatrists, and therapists are all word of mouth advocates for the organization. Also, Dr. Jean explained the internship opportunities available at Tristan’s Quest and the organization has been successful getting students from universities and high schools such as, UNCG, Elon University, Wake Forest University, Southeast Guilford High School, Southern Guilford High School, and Western Guilford High School (Tristan’s Quest, Inc.). This information could definitely catch the attention of community members in gaining donations. The organization has the ability to help interns and their development in the job field. Dr. Jean Allen is open to all recommendations and encourages the “thinking outside the box” tactics. She is open to expanding Tristan’s Quest’s social media outreach, developing the website, reaching outside the community to promising donors and selling what Tristan’s Quest has to offer.
However, she has emphasized that non-invasive campaign methods be used. Campaign processes such as filming (for videos) must be approached with caution as it may disrupt the schedules and concentration of the children.
SECONDARY RESEARCH Executive Summary The secondary research suggests that social media would be beneficial for creating awareness of Tristan’s Quest and its cause, due to the ease of sharing information, as well as its ability to foster a sense of connectedness among users. It is important for non-profit organizations to build a strong relationship with the community to garner support both financially as well as in terms of reputation. Media research shows that Tristan’s Quest’s media presence is not strong, a contributing factor to the general lack of awareness and donations. Research on giving patterns indicates that generally, people who are older, with higher educational levels, who are involved in religious activities and human services, and who have financial resources are likely to have a higher level of charity giving. This coincides with demographic research done on Guilford County, which helped to identify the target audience for fundraising efforts. With 118 records of churches and a high involvement in human services and 12.3% of the population being 65 years and older, there is a large portion of the Guilford County population that is likely to be willing and able to contribute to Tristan’s Quest. Statement of the Secondary Research Objective The purpose of this research was to understand the specific publics and look at other nonprofit case studies to better understand giving patterns, the use of social media, and the benefits of developmental behavioral intervention. This information will help to better understand Tristan’s Quest’s current clients, potential clients, and explore possible outlets for the campaign, including goals and objectives. Sources of Information ● Websites ○ U.S. Census Bureau for Guilford County and North Carolina- http:// quickfacts.census.gov/qfd/states/37/37081.html ○ Guilford County Demographic Data- http://www.co.guilford.nc.us/ demograph.php ○ Guilford County Demographic Data- http://www.co.guilford.nc.us/09budgetpro/ 8%20FY09%20Human%20Services.pdf ○ NC HomeTown Locator- http://northcarolina.hometownlocator.com/features/ cultural,class,church,scfips,37081.cfm ○ Guilford County Sheriff’s Office- http://www.guilfordcountysheriff.com/ ○ Triad News 14- http://triad.news14.com/ ○ The Carolinian- http://www.carolinianonline.com/ ○ WMFY News 2- http://www.digtriad.com/ ○ Susan G. Komen for the Cure- http://ww5.komen.org/ ○ PR Week- http://www.prweekus.com/ ○ Facebook - http://www.facebook.com/tristansquest ○ Twitter - https://twitter.com/#!/TristansQuest ● Articles ○ Bekkers, R., & De Graaf, N.D. (2006). "Education and Prosocial Behavior." Working Paper Department of Sociology/ICS Utrecht. The Netherlands: Utrecht University.
Brown, E., and Ferris, J.M. (2004). "Social Capital and Philanthropy." Toronto, Canada: paper presented at the 6th International Conference of the International Society for Third-sector Research, July 11-14. Christopherson, Elizabeth G., and Sivan Nemovicher. "Tweeting For A Better World - 03/01/2012." Tweeting For A Better World. 3 Jan. 2012. Web. 25 Apr. 2012.<http://www.thenonprofittimes.com/article/detail/tweeting-for-a-betterworld-4440> Dawson, G., Donaldson, A., Greenson, J., Munson, J., Rogers, S., Smith, M., Varley, J., & Winter, J. (2010). Randomized, controlled trial of an intervention for toddlers with autism: The early start Denver model. Pediatrics, 125(1) Maas, I., & Wiepking, P. (2009). Resources that make you generous: Effects of social and human resources on charitable giving . Social Forces , 84(4), 19731995. Moravick, Ann. (2010). Nonprofits Look to Up Their Social Media Game. Promo (Online) Retrieved February 20, 2012, from Research Library. Porter, L. V., & Sallot, L. M. (2005). Web power: APorter, L. V., & Sallot, L. M. (2005). Web power: A survey of practitioners’ worldwide web use and their perception of its effects on their decisionmakingofworldwideusetheirofeffectstheirpower. Public Relations Review, 31, 111–119. Porter, L., Sweetser, K., & Chung, D. (2009). The blogosphere and public relations: Exploring practitioner’s roles and blog use. Journal of Communication, 13(3), 250–267. Rettberg, J. W. (2009). ‘Freshly generated for you, and Barack Obama’: How social media represent your life. European Journal of Communication, 24, 451– 466. Smith, B. G. (2010). Socially distributing public relations: Twitter, haiti, and interactivity in social media . Public Relations Review , 36, 329–335 .
Findings Target Audience for Tristan’s Quest in Guilford County According to the U.S. Census, Guilford County has a population of 488,406. Of that roughly 12.3% (60,073) are 65 years and over, a demographic that is more willing to donate to Tristan’s Quest’s cause. Moreover, there are 118 records of churches in Guilford County, which is another key target audience for Tristan’s Quest to keep in mind. Religious institutions often have fundraisers, a potential opportunity to raise money. In addition, human services is the second largest service area of Guilford County and accounts for approximately 31% of the total expenditures for the county. These demographics are more likely to make donations to reputable non-profit organizations and should be targeted by Tristan’s Quest to help solve their problem of minimal donations. Limited Media Coverage of Tristan’s Quest From the media research conducted, the main finding is that Tristan’s Quest is not well represented on Google. In 2009, the Guilford County Sheriffs Office spoke up in favor of Tristan’s Quest. The article gives a very brief overview of Dr. Jean and the services which Tristan’s Quest offers. When local news outlet News 14 Carolina was searched, only one
brief article from 2002 was recovered and it focused on the 1998 death of Tristan and how the foundation now has a full-time staff with college interns. Next, The Carolinian was searched and there was only a mention of Tristan’s Quest in an article in which students spoke about their internships. WFMY News 2 had multiple articles covering Tristan’s Quest, from articles about Dr. Jean to the services Tristan’s Quest offers for children's mental health. However, the organization is also using Facebook and Twitter, with a total of 116 “likes” on Facebook and 31 followers on Twitter, to reach out to their clients and allow their clients to stay connected with Tristan’s Quest and give their support. Benefits of developmental behavioral intervention Children diagnosed with Autism Spectrum Disorder (ASD) are usually referred to community providers for normal intervention. However, a recent study has been done comparing the effects of developmental behavioral intervention to community intervention that is readily available (Dawson, Donaldson, Greenson, Munson, Rogers, Smith, Varley & Winter, 2010). In this study, the Early Start Denver Model (ESDM), which is based on developmental behavioral intervention and applied behavioral analytic principles by trained therapists and parents, was used on half the sample of children diagnosed with ASD. Results collected showed that compared to children receiving community intervention, those who received ESDM showed significant improvements in IQ, adaptive behavior and autism diagnosis. These significant improvements in cognitive ability continued even 2 years after the baseline study was done. Giving Patterns A study on the impact of social and human resources on giving concluded that the increase of social and human resources were likely to increase giving (Maas and Wiepking, 2009). Results showed that participants with a more extended social network would show a higher level of giving (in terms of donations). The study also found that education levels are positively correlated to the level of charitable giving (Bekkers and De Graaf 2006; Brown and Ferris 2004), with people with tertiary education donating 77 percent more than those with a primary education level. In addition, being a volunteer, involvement with religious networks as well as the amount of financial resources available are also positively correlated with the level of charitable giving (Maas and Wiepking, 2009). Effective Use of Social Media Many nonprofit organizations are now using social media effectively to fundraise, engage communities and build momentum for a cause. However, some are also struggling to fully harness the benefits of social media due to game resources, lack of consistent content, time limitations and technology trepidation, according to Ann Moravick, author of Nonprofits Look to Up Their Social Media. Most nonprofits are doing the basics and experimenting through trial and error but few would say they have mastered social media and harnessed its full potential. Many nonprofit organizations admit that they rush into the social media buzz and create a Facebook and Twitter account but are unable to build a following at first because they lack consistent content and do not fully understand what engages their following, as noted in an article in the The NonProfit Times (Christopherson, 2012). Having a clear message is important for all organizations in order to keep it simple and easy to understand by having one organizational message targeting their publics.
Use of Twitter by Nonprofit Organizations Social media has been firmly integrated into daily lives and routines, becoming a form of media through which users construct personal identities through self-presentation and dialogue (Rettberg, 2009). A large amount of research has been done on how it influences the public relations industry (Porter & Sallot, 2005; Porter, Sweetser, & Chung, 2009). A good example is the research done on the use of Twitter in the Haiti relief efforts (Smith, 2010). A detailed analysis found that Twitter was used widely to connect with other supporters, promote involvement and personalize issues. Many used tweets to declare involvement and encourage others to become involved and contribute to the efforts. Hashtags “#” were used to connect supporters, and create more awareness (trending) of the issue. Twitter (as well as other forms of social media) allows communication of messages in a conversational and personal way that most people can identify with, something that organizations usually lack. It also encourages the sense of community and feedback. Another important benefit of using Twitter would be the ease of sharing information and messages (viral sharing) where users can retweet and pass on information with a simple click of a button. Also, hashtags and other functions link users to information relevant to them, e.g. #Haiti would connect tweets with the common purpose. It also creates a sense of credibility and “legitimacy” when posts are retweeted and shared, implying that the people who retweeted and shared those posts agreed and believed in the message. This could help with increasing the reputation and credibility of the organization in the public’s eyes. However, just as social media has the power to be extremely beneficial, this current and public involvement can also be detrimental to the organization should the wrong messages be leaked out or if they are not careful in the processing of using it. Other successful non-profit campaigns One particularly successful campaign demonstrates that having a clear organizational message to target their publics is important. The Susan G. Komen Foundation launched the ‘Imagine’ campaign that demonstrated the need for one clear message: "Imagine life without breast cancer." The importance of having a strong, clear message is a key aspect of having a theme that will remain consistent through all forms of communication used. Another important aspect that nonprofit organizations must consider is the use of having a relatable spokesperson or individual(s) that the campaign surrounds by creating websites or forums for users to post and share their experiences and motivate others to help. An example of another successful campaign included the “Go Red for Women 200708 Untold Stories Campaign.” This campaign showed examples of “women like me” who were affected by heart disease because research showed that women are most likely to believe and act on information that is delivered by their peers. Several different forums, both offline and online, were created where women could share their stories of heart disease to motivate others into action. The PR team used Patricia Henderson as the women in mind when creating the campaign. Henderson, 44 at the time, had an active lifestyle and never dealt with anything more serious than a sinus infection when she suffered a heart attack.
Application/Interpretation Guilford County demographics. After determining the demographics of Guilford County, it can be pinpointed what target audiences need to be pursued. Demographic research showed that there are 12.3% of men and women 65 years and over in Guilford County. The elderly are an important public that generally donate to Tristan’s Quest, which is why this particular demographic needs to be targeted. If this public is made aware of Tristan’s Quest and the opportunity for donating, this could increase donations. Also, in creating awareness, it will be important to target those median household incomes within Guilford County, but it will also be beneficial to target those who exceed this income in hope for larger donations. As well as the elderly, a strategy to attract as many of the 118 religious churches within the county will be vital in conducting a strong campaign. Human services is the second largest service area of Guilford County, and this needs to be taken largely into account. Tristan’s Quest in the Media. Overall, the articles which were found focusing on Tristan’s Quest always had a positive and supportive tone to them. The articles portrayed Tristan’s Quest as a local organization founded as a result of the death of Dr. Jean’s child caused by poor care. In addition, many articles were written solely on the basis of children’s mental health, and referenced Tristan’s Quest as an organization in the area which is successful in helping these children and their families. They have been covered locally a maximum of two times per year since their founding, and zero times nationally. With the sympathetic tone of the coverage, more media coverage will only help them to become more well known in the community. Beneficial use of developmental intervention. Scientific research on the beneficial use of developmental intervention as compared to traditional methods could be used as part of the campaign to create awareness about the the unique services offered by Tristan’s Quest and its advantages. Social Media. Research articles emphasize the importance of social media in connecting with Tristan’s Quest’s publics. The findings suggest that social media would be extremely helpful for Tristan’s Quest as a non-profit organization. In creating a campaign, this would be beneficial in creating awareness and participation from the public, especially since Tristan’s Quest’s media presence is very limited at the moment. Successful non-profit campaigns. Through careful research on previous successful nonprofit campaigns, it is clear that for Tristan’s Quest the use of having a clear, concise message, creating a Twitter account and having a relatable spokesperson that the campaign surrounds are all successful ways to spread awareness about the organization. Also, creating a tab that acts as a sector of the website where users can upload photos and share uplifting stories will also draw more users to the website, ultimately gaining popularity and spreading the word about Tristan’s Quest. Topics for Primary Research. More specific and in-depth research is required to facilitate effective campaign planning. Since the client has mentioned that the people who are likely to donate to the cause are those who have family members or friends affected by mental
disorders, primary research should be done to survey attitudes and receptiveness of those for whom the cause is not relevant. This would help to find out what kind of tactics would be effective to encourage participation, support and donations among the general public. Also, surveys could be used to gather ideas from the target audience of how they would like to see a non-profit organization like Tristanâ€™s Quest use social media tools (e.g., more pictures, testimonies, event updates, forum boards etc).
PRIMARY RESEARCH EXECUTIVE SUMMARY We conducted research through a focus group, the participants of which consisted of board members at Tristan’s Quest and community members. Our research suggests that board members at Tristan’s Quest, parents, and community members are not content with Tristan’s Quest popularity in the community when compared with other non-profit organizations. Focus group participants want to free the negative stigma associated with mental health, gain awareness of Tristan’s Quest, increase donations in return, and completely rebuild Tristan’s Quest’s website and social media outlets. The participants discussed in detail what should be on the website, including resources, up-to-date information, diagnosis checks, as well as annual reports and financial information to increase its usefulness and transparency. Many of the participants in the focus group had a wealth of great ideas in turning these negatives into positives. These ideas included the restructuring of the website and the more effective use of social media platforms (Facebook, Twitter and blog) in order to engage the public, as well as increasing the credibility and transparency of the organization in order to encourage donation and support from community. STATEMENT OF THE PRIMARY RESEARCH Through primary research, we hoped to gain insight into ways to help Tristan’s Quest accomplish its goals to gain more donors, increase awareness and spread the message about Tristan’s Quest. We also aimed to find out what the key stakeholders at Tristan’s Quest felt were lacking, why other organizations were credible enough to receive donations and how Tristan’s Quest could improve in terms of social and traditional media usage in order to create awareness, build relationships, increase credibility and encourage donations and support from the community. RESEARCH QUESTIONS ● What are your perceptions of the current website and social media tools that Tristan’s Quest is using, and what do you think can be improved to reach out to the public more effectively? ● What other ways or platforms can Tristan’s Quest use to reach out to the public? ● How do you think Tristan’s Quest can encourage donations and raise funds? These three questions highlight the area of concern and interest that we need to understand in order to improve on the social media tools that Tristan’s Quest is currently using as well as increase awareness about the organization and its services and encourage community support and donations. More specific questions were also asked to allow the participants to elaborate on their ideas and thoughts in detail (See Appendix). METHOD AND ANALYSIS We conducted a one and a half hour focus group consisting of seven participants at Tristan’s Quest, in Greensboro, N.C. The participants included founders, board members, a pediatrician, and community members that all had a passion to see Tristan’s Quest succeed. The focus group was video taped as well as audio recorded on a Microsoft Word recording device. Each member of our group, besides the moderator, took notes using Microsoft Word’s audio
typing technology. Utilizing the focus group as our method was very beneficial because it allowed us to get participants who are directly related to Tristan’s Quest to discuss and articulate their thoughts, feelings, and experiences. These individuals were valuable sources of information because of their close relationship to the organization. FINDINGS Participants’ interests and involvement in other organizations Most of the participants in the focus group were involved in several other non-profit organizations as well as their own employment. Some of the other non-profit organizations they were involved in and donated to, besides Tristan’s Quest, were Boys & Girls Clubs of America, Free the Kids, Smile Train, Carolina Adoption Services, and Operation Smile. The participants of the focus group mentioned an interest in organizations that had to do with children’s needs and had the “betterment of children” as a specific goal. In an effort to get information about other organizations that they would like to be involved in and donate to, the participants in the focus group referred to websites, parent forums, e-mail updates, monthly mailings, newsletters, blogs, and social networking sites, such as Facebook and Twitter. Engaging with audiences online through an ideal website Simplicity and Practicality: Everyone involved in the focus group agreed that Tristan’s Quest website needs to be completely redone, while maintaining a simple and informative layout. Ideally, Tristan’s Quest would like to see a website that is aesthetically pleasing with an overall theme and matching color layout according to the theme, different tabs, and Adobe Flash Player interactive elements such as videos. Participants felt the website needs to present pictures of children at Tristan’s Quest engaging in classes, therapy sessions, and other activities to show to viewers how the organization works directly with children to improve their lives. Within the ideal website, information on the history of the organization, awards and accolades, parents’ recommendations, pediatricians’ recommendations, and other professional mental health recommendations (teachers, medics, psychiatrists) would be easily accessible and available. Interactivity: A “FAQ” section of the website is desired in order to inform parents of relevant statistics about children who suffer from mental disabilities and other information about Tristan’s Quest (background information, when it was founded, contact information, staff description, awards, etc.). In other words, the website should serve as a resume for Tristan’s Quest. “The website should serve as a resource for parents, school teachers, pediatricians, psychiatrists, and psychologists to get information.” Professional Definitions/Diagnosis Checks: In an attempt to explain and define children’s mental health diseases and disorders, participants felt a “WebMD-like” section of the website would be beneficial for Tristan’s Quest. This section would describe symptoms of possible disabilities and disorders, possible signs of such disabilities, and treatment options. For example, “if your child acts in the following ways …,there is a strong possibility he/she might have _______.” Moreover, participants also felt links to further resources and other larger
organizations that support mental health would be valuable information to include. Up-to-Date Information: According to Tristan’s Quest participants, Tristan’s Quest needs to create an interactive blog where mothers of patients, family members, and individuals in the local community can stay involved in all the activities in which Tristan’s Quest is involved. The website will need a link to the blog in an effort to show up-to-date stories and ways in which Tristan’s Quest is helping families throughout the surrounding community. Furthermore, the mission of Tristan’s Quest, “Make mental health a priority,” needs to be integrated into the Tristan’s Quest logo located at the top of the site. “The website needs to be a place where parents can use it on an ongoing basis, therefore, there needs to be updated information.” Resources: It would be useful to visitors of Tristan’s Quest website and its publics to read relevant mental health case studies and media articles on ADD, ADHD, Autism, etc., on the organization’s website. Also, if materials on mental health disabilities or Tristan’s Quest have been published in medical journals, NY Times, USA Today, Harvard Mental Health Letter, etc., then these resources should be represented on the website to show visitors about the publicity the organization has received as well as relevant information that could be of interest to many visitors. Ease People’s Fear About Money: Tristan’s Quest needs to put up a guide about the financial obligations a patient must submit if they choose to become involved with the organization, including the cost of individual sessions, classes, etc. These numbers will project to physicians and users of the website that Tristan’s Quest is very affordable to many families. All in all, it is important to state that Tristan’s Quest is flexible with client rates on a case to case basis. Information to include would be that “Tristan’s Quest is a non-profit organization, and there are resources available for the client in assistance depending on the situation.” Also, it is important to advertise that there is a money back guarantee because Dr. Jean will advise potential clients that her services would not be beneficial to the child if she feels that Tristan’s Quest is not the right organization for them. “That cost becomes secondary to the children’s welfare once they see the drastic positive changes.” Google: It is important to get Tristan’s Quest name higher on Google searches involving children’s mental health in Guilford County. A list of keywords for Tristan’s Quest needs to be generated to optimize search results. For example, words like “children’s mental health,” “autism,” “pediatric mental health,” “behavioral problems,” “Greensboro,” “Guilford County,” “ADHD,” and “ADD” would all be words that could produce Tristan’s Quest as a possible recommendation for someone in need of information, services or guidance to help their child. Social Media Most of the information that the participants receive from the other organizations with which they are involved come from websites as well as social networking sites. One of the participants felt that social networking is the most important way of getting information out to
publics. He uses Facebook to obtain updates and remarked that one of the organizations that he works with is an excellent example of it because the page is regularly updated with interesting and relevant information to engage the public. The participants generally agreed that it was not offensive to receive updates regularly from the organizations and that in fact they liked hearing what was going on with the organizations they were donating to on a regular basis. However another participant said that she was not a Facebook user and preferred to look at blogs for information. This statement was then contradicted by another participant who said that she does not look at blogs but prefers to use an organization’s official website to obtain information. She describes how she had designed her own website for her practice on paper and solicited someone to transform it to a website. Twitter: Tristan’s Quest has a Twitter account but it only sends out quotes about mental health and day-to-day greetings like “hello everyone!!!” Dr. Jean spoke about the difficulties of engaging the public with the use of Twitter, such as posting about the activities, locations/date, etc., as it would cause her to lose control of her events because people who were not directly involved with the organization would show up and they would not be able to accommodate them. Dr. Jean also mentioned that some of the mothers of patients follow Tristan’s Quest on Twitter and that Tristan’s Quest’s Twitter account follows other mental health bloggers and organizations like Autism Speaks. Blog: The participants were enthusiastic about the idea of having a blog. The blog can be used to reach out to others in Guilford County and allow parents to participate by posting success stories and testimonials from people who have gone to Tristan’s Quest for help. All of the participants agreed that the blog should be moderated by an employee or intern to prevent unwanted posts that could possibly generate negative publicity about the organization. Blog Roll: The participants also discussed ways to use a blog to engage with the public, one of which was to get other “mom” blogs and children’s mental health blogs or professionals to list the Tristan’s Quest blog. They felt that it would be a good way to create more awareness as readers usually click on links in blog rolls to gain more information on the specific topic in which they are interested. By linking up with other moms and professionals, visitors are more likely to visit the Tristan’s Quest blog and website through various links on others, thus generating awareness about Tristan’s Quest. Utilizing Newsletters and Traditional Media Participants felt that mailed newsletters are also a great way to spread awareness and keep those who are not engaged in social media, engaged. One participant listed the Harvard Mental Health letter as a great example. That participant added that she subscribes to it at a low cost and it provides up-to-date information on illnesses and research as well as disorders, treatment options, and how beneficial they are. She gives them to her patients and helps to disseminate the information. It is also important for Tristan’s Quest to get recognition in newspapers, magazines, and advertisements in listings and even local church and youth group newsletters. It was also found that the parents in the focus group utilize blogs and magazines the most.
Encouraging Donations by Removing Negative Stigma and increasing Awareness Removing Stigma: Mental health is not a subject people feel comfortable speaking about as it is a very uncomfortable topic to bring up. The participants felt that it was important to work towards making mental health a priority throughout the community and help children in Tristan’s Quest get the assistance they need but also to help children in need who do not know about the services Tristan’s Quest offers. People do not realize that mental health is as big of an issue as it is and even the parents of the children do not realize until they consult Dr. Jean and her staff. According to Dr. Jean, Tristan’s Quest needs ways to explain to parents that their child’s mental health is acceptable. One pediatrician described ADHD as, the child has the “wrong gas running the brain... they are on regular and need super and we have to get the right gas into their brain.” Once parents understand the analogy and realize what kind of issue their child has, they are much more accepting of it. Parents call and e-mail when their child’s problem has reached its worst case scenario. A weight is lifted off the parents and children when they go to Tristan’s Quest to get help, but getting them through the front door is the hardest part because of the negative stigma associated with mental health. “Inevitably, it would be a lot easier on the parents if they knew about Tristan’s Quest earlier and can get help earlier than later.” Creating Awareness: Participants agreed that the organization name needs to get into the community and individual ambassadors need to be targeted. For example, they felt that all professionals, doctors, educators, and psychiatrists need to know what Tristan’s Quest is so that they can recommend it to people they think could benefit from its services. Any organizations that can donate, help with children, or work with grants needs to know that Tristan’s Quest is a legitimate organization and helps children who are directly associated with it. Accountability/Transparency Online Charity Navigator and Similar Websites: During the focus group, the participants discussed sites like Charity Navigator as a means of building credibility online. Charity Navigator looks at two data sources to examine accountability and transparency: information from the IRS Form 990 as well as a review of the organization’s website. Through looking at the IRS Form 990, they look for information regarding the independence of the board, material diversion of assets, audited financials, loans, board meeting minutes, policies (i.e. conflict of interest), salaries and so on. The participants suggested that Tristan’s Quest should look at possibilities of becoming listed and reviewed by such online services, in order to build credibility in the eyes of potential donors. 990 Form: Participants felt that the 990 Form, or at least the important parts of it, should be made available online on the Tristan’s Quest website. Looking at other non-profit organizations which our participants were involved in, many had made the form accessible through their websites. They felt that this might help viewers understand that Tristan’s Quest was a truly non-profit organization and that they were not solely earning from the fees they charged. Also, participants agreed that people who look at the 990 Form would have a specific agenda in mind: to evaluate and consider how the budget is being allocated.
“If somebody is looking at the 990, they know what they are looking for …he is probably a finance person, and they are looking for one thing. They want to see how much money is being spent on management.” Pie charts and Relevant Data: Participants also suggested having a pie chart and graphs on the website to represent budget allocation, in terms of management, administration, fundraisers and services. Potential donors and clients would then be able to understand the information and realize the need for donations and funding. Annual Reports: Lastly, participants felt the need to include annual reports on the website. Annual reports show an overall summary of how Tristan’s Quest operates, including what they have achieved, how many families they have served, success stories, programs, grants, financial blurbs and the direction for the next year. This would be beneficial to keep existing and potential clients, families, donors, and board of directors up to date, as well as solidifying trust and credibility in the organization. “A lot of people look for [a 990 Form], because that is a nice summary of what really happened, and it links everything.” APPLICATIONS AND INTERPRETATIONS Although Tristan’s Quest currently has a website and social media accounts (Facebook and Twitter), the social media tools are not being used effectively to aid the organization in achieving its goals. Up to date information about Tristan’s Quest and its services is not easily accessible to potential clients as well as donors; this information is necessary if the organization wants to increase its funding, followers and overall awareness within the community. In order to reach out to the community to encourage donations and support, while creating awareness for Tristan’s Quest, this research indicates that several changes and improvements must be made. First and foremost, our findings suggest that the current website needs to be revamped to provide an interactive way of presenting updates and information, testimonials, relevant resources, and useful materials such a symptoms, diagnosis, and available treatment. In addition, annual reports and the 990 Form should be made available through the website to increase credibility and transparency of the organization’s operations. Secondly, according to the suggestions of our focus group participants, the social media tools that are currently being used should be constantly updated with relevant and interesting information in order to create public interest and keep the current followers in the loop. Pictures of events and services held by Tristan’s Quest can be posted in Facebook and Twitter, other than just inspirational quotes. A blog should also be created as a platform for moms to post positive feedback and responses, although it should be moderated by a staff member to avoid adverse repercussions from unwanted posts and publicity. A blog roll could be used to link up with other mom bloggers and organizations providing similar services, so that people who are interested in this topic of children’s mental health or are seeking information could be directed to Tristan’s Quest blog and website.
These findings are extremely useful for campaign planning. Having heard the opinions of the participants in the focus group, we are now able to understand what needs to be done from their perspectives. This implies that working on social media tools should be an important part of our campaign strategy because it has the potential to reach out to a large audience of potential clients and donors. The findings also tell us how we need to form our strategy. The fact that the organization is lacking anything that is up-to-date suggests that one aspect of the campaign needs to focus on creating constant and timely blog posts, Twitter updates, Facebook “shares” and other ways to keep followers and potential clients engaged. LIMITATIONS A limitation of the focus group was that not all members of the board attended the focus group. Since there was only a small number of participants present at the focus group, discussion was limited as more suggestions and input could have been obtained if more participants were present. Another limitation or mistake that could have been made during the focus group was imposing our own ideas and suggestions onto the participants. Throughout the focus group, we asked questions in order to allow them to elaborate on ideas and suggestions that they have mentioned. This included suggesting examples of their ideas, such as a blog roll, which they agreed would be a good idea. This was however, not their own suggestion. Also, participants who were in the focus group were all connected to Tristan’s Quest in some way. Thus we were not able to obtain unbiased feelings about Tristan’s Quest’s website and social media tools as well as suggestions to what could be done from a perspective of the general public who might not have ties with Tristan’s Quest or who might not have heard about Tristan’s Quest before.
GOALS & OBJECTIVES STATEMENT OF GOALS GOAL: Increase awareness of Tristan’s Quest and mental health issues in Guilford County online. A. Participants in a focus group with Tristan’s Quest stakeholders agreed that social networking is the most important way of getting information to relevant publics. Tristan’s Quest’s Facebook page currently has 103 “likes” and was last updated on March 22, 2012. Because of the low activity on their Facebook page, there are several specific objectives that need to be identified. B. Facebook updates keep the public in tune with the organization and let them know of recent news and events. Participants in the focus group stressed that they were eager to learn more about social media, and therefore, utilize Twitter and Facebook in order to find out information about Tristan’s Quest. Although some focus group participants were not as familiar with Twitter as they were with Facebook, they agreed that they would utilize it more if it was a useful source of information. Currently, the Tristan’s Quest Twitter has 28 followers including NonprofitOrgs, Pri-Med, Clinicians Choice, C.H.I.E.F., and approximately two dozen people. The last status update was March 26, 2012 making it 75 “tweets” in total. While other large nonprofit organizations are averaging 300-500 “tweets” a month, Tristan’s Quest is missing out in the social media world. C. Meanwhile, Tristan’s Quest’s Facebook page currently has 103 “likes” and was last updated on March 22, 2012. Because of the low activity on their Facebook page, there are several specific objectives that need to be identified. ● ● ● ●
Objective 1: Increase the amount of “Likes” on the Tristan’s Quest Facebook by 400%. Objective 2: Post useful materials on Facebook at least seven times a week. Objective 3: Increase the amount of Tristan’s Quest Twitter followers by 800%. Objective 4: Post useful materials for its publics on its status at least seven times a week.
GOAL: Increase donations to Tristan’s Quest. Primary research identified a clear pattern that Tristan’s Quest needs to increase their donation levels and fundraising efforts. Tristan’s Quest does run a few fundraisers throughout the year, but they are only advertised to those who are somehow involved with the organization. It is crucial for Tristan’s Quest to establish relationships with new donors to increase their funding in order to keep Tristan’s Quest running. While Tristan’s Quest has success in their fundraising efforts, there are ways which they can increase donations, such as gaining more sponsors for their golf tournament and creating several partnerships that allow them to advertise their events at different venues. Both our secondary and primary research have suggested the need for up-to-date information and testimonials from children affected by the mental illness and/or mothers with children affected by the mental illness to engage with the public and maintain strong relationships with Tristan’s Quest’s publics, including parents, families, doctors, educators, and donors. Research suggests more people will be inclined to donate on the website and at events if they know exactly what
their money is going and how it is being used. ●
Objective 1: Establish a personal relationship with three new sponsors per fundraising event, Dick’s, Omega Sports, and Sports Authority three months before the event in order to increase donations from the Tristan’s Quest Golf Tournament, Poinsettia Fundraiser, Christmas Wreath Chocolate Fundraiser, and Baseball Parking for the Greensboro Grasshoppers. ● Objective 3: Raise online donations by 60% one year after the campaign start date. ● Objective 4: Raise fundraising donations by 80% one year after the campaign start date.
STRATEGIES & TACTICS EXECUTIVE SUMMARY This campaign is designed to increase donations to Tristan’s Quest and to help raise awareness of the organization by improving their online profile, including both their social media or their website. By using our creative concept of “You Call the Shot,” we aim to decrease the negative stigma associated with mental health with fun and family-friendly events. Each component of our campaign is aimed to promote family fun and increase awareness of Tristan’s Quest through social media, fundraising events, and traditional media. The campaign also aims to increase donations by gaining additional sponsors and a more solid base of donors. It is important that the values of Tristan’s Quest are always kept in mind to be sure that each public targeted is aware of what they do. CREATIVE CONCEPT Our creative concept theme, “You Call the Shot,” was created to draw attention all the the fun, hands on events that Tristan’s Quest is a part of while also incorporating the sports theme. The theme, “You Call the Shot,” highlights that each person has the power to “call the shot” to help their own well being and recognize the prevalence of the mental health issue. Our campaign encourages children and their families to accept mental health illness and issues and take action to get help through programs like Tristan’s Quest. Our campaign also calls attention to the fun and exciting events that Tristan’s Quest brings to the community. This campaign is focused on reaching out to the public in an engaging way through events in the community such as baseball games, a golf tournament and a profit share with Celebration Station. PUBLICS ADDRESSED ● Families of children with mental health disorders ● Children and teenagers ● General Public ○ Potential donors ○ Potential sponsors Families of children with mental health disorders. Our primary research suggests that a main problem was the lack of awareness in the Guilford community of Tristan’s Quest and the services that it provides. This suggests that there are still many families and parents of children with mental health disorders who have yet to be made aware of Tristan’s Quest in the community. By reaching out into the community through social events such as the Golf Tournament, profit share with Celebration Station and the Greensboro Grasshoppers baseball games, families are able to hear about Tristan’s Quest and become more aware of how to find out more information about the organization through social media and its website. In addition, survey research found that people who know or are related to children with mental health disorders are more likely to donate to the cause. By using family-friendly social events, we are able to reach out to families and those who may be more inclined to donate to Tristan’s Quest and support the organization.
Children and teenagers. Through family social events, this campaign will engage the children and teenagers from a young age to be aware of Tristan’s Quest as well as the issue of children’s mental health. Through this exposure, especially information regarding the impact of mental health, we can engage both children with mental health disorders as well as children without, to redesign the social stigma of children’s mental health and gain community support. In addition, this campaign reaches out to the technologically-savvy generation to engage them with Tristan’s Quest social media platforms such as Facebook and Twitter. General public. Both primary and secondary research have shown that Tristan’s Quest as an organization is still not widely known in the Guilford community. In order to create a supportive and interactive community, we aim to create awareness of Tristan’s Quest, its services as well as the issue of children’s mental health through the proposed social events. Through these events, Tristan’s Quest can interact and engage with the general public to encourage donations, which is an important goal of our campaign, as well as to build relationships with the community. These social events are also a good way to network and form relationships with potential sponsors, to increase sponsorships and future partnerships with other organizations and businesses. STRATEGIES AND TACTICS Strategy: We propose to raise funds for Tristan’s Quest through several social events and promotions while incorporating the theme of “You Call the Shot.” We propose to promote the events through flyers, mailings, and social media to get support and attendees from members of Guilford County. Tactics: ● Greensboro Grasshoppers baseball game parking ● Reception after Tristan’s Quest Annual Golf Tournament ● Profit share with Celebration Station Arcade ● Introduction of skee ball game Greensboro Grasshoppers baseball game. We propose to hold the $5 parking fundraiser at all home games rather than only at particular ones, which is the current situation. Also, when drivers pay for their cars to be parked, instead of receiving a receipt, volunteers from Tristan’s Quest will pass out an informational flyer. The volunteer will thank them for their donation and let them know more about the organization, helping them understand where the money is going through a fact sheet that has been created. This tactic will create awareness for Tristan’s Quest and its services, as well as encourage donations to create transparency in order to form ongoing relationships with donors. We also propose to have a short 15-second promotional advertisement for Tristan’s Quest be flashed on the pegboard during all home games. After contacting the Greensboro Grasshoppers, they have indicated that there is a pegboard available to the public, which has proved itself an effective way to reach the publics that attend their games, specifically parents and families.
Reception after Tristan’s Quest Annual Golf Tournament. For the golf tournament, we propose that Tristan’s Quest expand on what they already have in place to help make it a more successful event. Adding a reception after the tournament will allow families to get involved and listen to a keynote speaker about children’s mental health. The goal of the reception is to make it a family friendly event where children and their parents can gather to support a great cause and learn about a topic that many are not aware of. Sponsorships. Three months prior to this event, we recommend approaching potential sponsors in the community such as Dick’s, Omega Sports, and Sports Authority. By forming partnerships with at least three new sponsors, this will allow Tristan’s Quest to advertise the event in their stores as well as have a raffle at the golf tournament to win sporting good items. 100% of the proceeds from the raffle would be donated to Tristan’s Quest. As official sponsors of the event, Dick’s, Omega Sports, and Sports Authority will fund all of the merchandise that will be auctioned off. Logistics of the tournament. At the annual golf tournament, we propose setting up a booth to encourage donations as well as sell donated merchandise such as shirts and sporting goods from Dick’s, Sports Authority and Omega Sports as well as items from sponsors. The profits earned from the sold merchandise will be donated to Tristan’s Quest. Flyers will also be given out to participants to allow them to learn more about Tristan’s Quest and its services, as well as the issue of children’s mental health. This tactic allows us to make more effective use of the golf tournament that is already being carried out annually, to reach out to the community and encourage fundraising. It especially allows us to reach out to community members who would not normally participate in the golf tournament, such as golfing teams, through the advertisement in sporting stores. This will also allow Tristan’s Quest to build relationships with other businesses and organizations in the community. Reception logistics. ○ Families will come to Bryan Park Golf Courses to watch golfers finish the 18th hole ○ Golfers will join their families for an hour long reception after the completion of the tournament ○ Set up a Tristan’s Quest informational table at the reception along with the skee ball game for children to play while their parents are socializing at the reception ○ Refreshments and light hor d’oeuvres will be served at the reception ○ A local children’s neurologist will be the keynote speaker to address the golfers and their families on mental health issues and ways to combat the issue Profit share with Celebration Station Arcade. We propose to team together with Celebration Station Arcade conveniently located 2.5 miles away from Tristan’s Quest, to create a profit share event on a Saturday. Flyers will be passed out at local middle and elementary schools and in carpool lines to promote the event. Tristan’s Quest will work with Celebration Station to create a “Fun Day” that will include discounts on all of the attractions: arcade games, batting cages, bumper boats, go-karts, and miniature golf. The package would include a $50 pass
which would last from 10 a.m. to 4 p.m. and include participation in all the activities offered. Tactics: Flyers distributed at local and middle and elementary schools throughout Guilford County ● Announcement postings on Tristan’s Quest’s Twitter, Facebook and new blog ●
Skee Ball Game. We propose designing a skee ball game, decorated according to our theme of “You Call the Shot.” This game will be used at the baseball games as well as the golf tournament. Children and adults will be encouraged to play the game for $2 for five balls. Tristan’s Quest will retain all profits. This game will allow them to literally “Call the Shot,” tying into our creative concept. The skee ball game will be brought to the golf tournament reception as well as to the Greensboro Grasshopper home baseball games. This game will help us engage the publics in an interesting manner by getting them to participate in the game and also raise funds for Tristan’s Quest. Since this is a simple and family-friendly game, this tactic can engage both adults and children to participate and donate to Tristan’s Quest. At actual events, staff members or even children and families involved with Tristan’s Quest can be responsible for carrying out this activity and encouraging participation. Strategy: We propose to create awareness of Tristan’s Quest through increasing social media and website usage in an interactive and creative way. Tactics: ● Live Tweeting ● Facebook updates and usage ● Regular website updates ● Blogging Live Tweeting. Currently, Tristan’s Quest Twitter is rarely updated and does not create awareness of the growing organization. During and after each event hosted by Tristan’s Quest, a board member, employee, or intern of the organization will have the task of managing the Twitter account and updating it with interesting information. It is important to keep the same person updating the Twitter so that the tweets are uniform and from the same perspective each time. Information such as amount of donations acquired, winners of each event, and names of important attendees and/or participants would help to “fill-in” those people who were unable to attend. These constant updates will increase Twitter followers who want to know about Tristan’s Quest’s accomplishments, events, and stories. Resource information is also very vital for the Tristan’s Quest Twitter because the majority of the followers will refer to the Twitter to learn more about mental health illness and issues, how to acknowledge it, how to diagnose it, etc. Also, we propose including “Follow us on Twitter” on all flyers for events and promotions.
Facebook updates and usage. Tristan’s Quest Facebook page is active but seldomly used. The goal is to make the page more engaging and interactive for Tristan’s Quest’s publics. In doing so, this would require a member or intern of the organization updating the page status, responding to comments or wall posts, and posting pictures and videos from past events in a timely manner. Resource information and relevant links should be posted on Tristan’s Quest’s Facebook wall. As mentioned above, it is important to keep the same staff member/intern updating the page to keep posts uniformly formatted and consistent so the page is seen as being organized by the followers. We propose access to Tristan’s Quest social media sites and include “Like us on Facebook” on all flyers for events and promotions in order to gain more support and awareness. By thoroughly paying attention to the Facebook page, the amount of “Likes” will significantly increase. Update website regularly. Although the Tristan’s Quest website won the 2012 Nonprofit Extreme Makeover, updating its website regularly should remain a top priority for the organization. An interactive calendar of upcoming events would create excitement for the website’s users. For example, after an event has passed, a link would become active, redirecting the user to photos, videos, or other event pages (Facebook and/or Twitter). Uploading photos and videos from recent events and posting interviews would attract publics to utilize the website and keep informed about Tristan’s Quest’s progress. These calendars would be archived, allowing publics to keep informed of Tristan’s Quest’s activities year round, creating a sort of scrapbook for the organization for years to come. In addition to consistent updates regarding Tristan’s Quest’s events and activities, we propose to have an intern post relevant resources and medical updates on the website, to provide helpful information to both clients and the general public who view the website. Blogging. Primary research revealed that a blog is a top priority for attracting Tristan’s Quest donors. Once the blog is live on the Tristan’s Quest website, the blogger (whether an intern or mother of a child who is a client at Tristan’s Quest) will post stories, pictures and even give brief recaps of events that Tristan’s Quest holds. In regards to updating the blog, the editor will provide resource information for the readers pertinent to each event. Although the readers want to be provided with interesting and engaging information, it is also important for the bloggers to teach people about mental health illness and issues. As mentioned earlier with regards to Tweeting and updating the Facebook page, it is important to keep the same blogger so the blog is uniformly formatted and comes across as the same person writing each post. We propose to reveal the new blog, “Don’t Let Mental Health Call the Shots,” at the reception of the golf tournament in order to get the news of the new launch out to as many people as possible. Towards the end of the reception, Dr. Jean will stand up and give a closing speech thanking everyone for attending the tournament but also talk about the blog while showcasing it on a projector screen. OBSTACLES As far as planning social events to create awareness and encourage donations, the common obstacles that could be encountered would be high costs and lack of manpower. Since funding for such activities is limited, it is important to ensure that Tristan’s Quest stay within
the budget when executing the events. Also, Tristan’s Quest does not have large pool of staff members, so the activities must be carried out efficiently and effectively to manage the money and the actual activities. In order to avoid situations where events are not able to be well executed, careful planning is necessary to have successful events. We recommend recruiting volunteers to help out on the actual days of the events. In terms of costs, we propose to increase partnerships with other organizations and businesses to obtain more sponsorships. Specifically for the skee ball game tactic, we propose that Tristan’s Quest members and staff work together to build a simple, homemade, skee ball machine and decorate it in order to avoid high costs by purchasing an actual skee ball arcade machine.
EVALUATION It is important to measure the success of this campaign’s efforts to increase awareness of Tristan’s Quest, its services, and events through flyers, mailings and social media. It is also vital to evaluate the success of the campaign through participation in social events, amount of money raised, and the engagement of audiences via social media platforms. Below are the measures that we feel suitable to evaluate each section of our campaign. Public Attendance at Events: ● We recommend Tristan’s Quest track the number of attendees at the social events through funds raised, such as the golf tournament, the reception after the tournament, and the profit share with Celebration Station. By tracking the number of attendees at these social events by keeping a count of the money raised, Tristan’s Quest will be able to observe the level of public engagement with these events, as well as determine the success of the promotion of these events from flyers, mailings, and social media. Fundraising at Social Events: ● We propose to track the amount of funds raised at the golf tournament, the reception with the keynote speaker (held after the golf tournament), the parking for Greensboro Grasshoppers baseball games, the profit share with Celebration Station, and the funds raised from participation in the Skee Ball games at the events. Tracking the amount of funds raised at each event, will give Tristan’s Quest an idea of which events are most successful. Comment Card
We propose asking the participants at each social events to fill out a comment card, to enable Tristan’s Quest to evaluate attitudes towards Tristan’s Quest as an organization, towards donating/volunteering at Tristan’s Quest, and overall knowledge about the organization. This will help Tristan’s Quest further understand the public's perception of the organization and their likelihood of donation and participation in further events.
Social Media Analysis: ● We suggest monitoring the number of followers on Twitter and the number of “Likes” on the Facebook page. Also, we suggest monitoring the number of views of the Tristan’s Quest’s blog and website. This will determine if Tristan’s Quest is successfully achieving the campaign objectives (increasing the number of Facebook “Likes” by 400% and increasing the number of followers on Twitter by 800%) and actively engaging the publics online. METHODS AND ANALYSIS Public Attendance at Events Greensboro Grasshoppers baseball game parking We propose Tristan’s Quest track the number of attendees at the baseball game by keeping track of the number of cars that park and counting the total amount of money received at the end of the game. Tristan’s Quest’s “You Call the Shot” Golf Tournament & Reception Tracking the number of participants in the golf tournament will be accomplished through a check-in table. At the table, all players will be signed in by volunteers, given a scorecard, and then guided to the main clubhouse. This will allow Tristan’s Quest to monitor how many players are present at the tournament. We propose Tristan’s Quest to track the number of attendees at the reception with the keynote speaker by distributing tickets to those who have paid for the reception. Two different types of tickets can be purchased. One ticket include participation in the golf tournament along with the reception following the tournament, while the other ticket includes solely the reception. By keeping track of the tickets distributed, Tristan’s Quest is able to determine the number of participants attending the reception after the golf tournament. Comment Card. We propose to have participants at the golf tournament fill out an evaluation survey at the beginning of the event as well as the conclusion of the reception to evaluate their overall experience at the event as well as the likelihood that they will participate in another Tristan’s Quest fundraiser. The survey will also include a comments section where responders can give qualitative feedback on the event. The raw data collected will then be entered into a Google Form that will generate graphs and allow the data to be cross-analyzed. Celebration Station Profit Share
We propose Tristan’s Quest track the amount of money raised at the end of the event to track the number of participants. By doing this, Tristan’s Quest can determine whether the event can be considered a success and whether to do it in the future. Social Media Analysis We suggest looking at the social media community by using the free program Hellotxt. Hellotxt lets users read, update and organize their social media accounts over more than 50 networks, including Twitter, Facebook, LinkedIn, Flickr and Tumblr. Users can post photos, audio or video to multiple social networks and services by sending one email from their phone or any web email client. With Hellotxt, Tristan’s Quest can post their status once and have it appear automatically on all of their social media sites. This service will allow Tristan’s Quest to update its status on its website or by using email from mobile phones. Tristan’s Quest can then use the information gathered from Hellotxt to see how many users have re-tweeted, re-posted, and replied to their status updates and tweets. The social media activity should be monitored at least once a week for the duration of the campaign. Direct Response from Promotional Materials The success of the distributed PR materials should be measured through the number of new clients that contact Tristan’s Quest. We propose to send out pitch letters, press releases, flyers, promotional emails and informational pamphlets. By keeping track of the number of people who contact the organization, Tristan’s Quest will be able to measure the success of the PR materials. Also, in order to measure what brought new clients to Tristan’s Quest, a “How did you hear about us (Tristan’s Quest)?” question, asked at the conclusion of each session, would be able to measure Tristan’s Quest’s success through promotional materials.
BUDGET A. Greensboro Grasshoppers baseball game parking Item
Informational flyers for 50-100 color flyers (8.5 x 11 inches, 1 sided) distribution at game with standard shipping to Tristan’s Quest
$41.43- Vistaprint $59.99
Budget Total: $41.43 - $59.99 B. Tristan’s Quest Annual Golf Tournament Item
Cost to rent out golf club
8AM & 1:30PM tee off; 180 golfers each playing 2 rounds of golf
$46.00 per golfer per round; $16,560.00
Bryan Park Golf Courses
Informational flyers for dissemination at event
50-100 color flyers (8.5 x 11 inches, 1 sided) with standard shipping to Tristan’s Quest
Either Dr. Jean at no cost or Dr. Sandra H. Binger, MD (neuropathologist) for speaking fee
Dr. Jean-Dr. Sandra H. Binger, MD (neuropathologist)
50-100 colored matte note cards (4 x 8 inches, 1 sided) with standard shipping
Drinks and Sir charge paid to Bryan Park hors d’oeuvres Golf Courses or for 100 people at for reception $12 per person from Michelle’s Kitchen
Bryan Park Golf CoursesMichelle’s Kitchen (www.mimoskitchen.com )
1 12”-3 12” Golf sport figure trophy with engraving for winner of the tournament
Budget Total: $17,141.00-$18,198.89 C. Profit share with Celebration Station Arcade At the profit share, we propose to pass around informational flyers for those who attend. Item
Informational flyers for distribution at event
50-100 color flyers (8.5 x 11 inches, 1 sided) with standard shipping
Promotional flyers for Profit Share
500-1,000 color flyers (8.5 x 11 inches, $206.001 sided) with standard shipping $244.00
Budget Total: $247.43-$303.99 D. Skee ball game Item
1 Skee ball game
Playcraft Bulls Eye Bowling Table from Amazon or 14’ Skeel Ball Game from E-bay
Budget Total: $795.00-$2,995.00 F. Social Media There is no real cost for this tactic because monitoring social media is free. If Tristan’s Quest wants to have extra high quality features, they can pay a fee for special monitoring devices. Item
Updates of website regularly
Either website maintenance per year from Tristan’s Quest or 720Media
$0.00Tristan’s Quest$1,800.00 720Media
Either custom Design per year from Tristan’s Quest or Wordpress.com
Budget Total: $0.00-$1,830.00 Campaign budget:
Lowest total: $18,227.86 34
Highest total: $23,387.87 *Budgets have not taken into account the predicted $72,000.00 plus, fundraised at the golf tournament, with each player paying $200.00 for both courses of $125.00 for one course. Also, family members will be paying extra who are attending the reception, and not participating in the tournament.
February 2013 ● February 4: Determine list of potential new sponsors for golf tournament (at least 10 potential sponsors) ● February 8: Draft letters to potential sponsors, introducing Tristan’s Quest and its services and inviting them to sponsor products/funds in return for promotion of their name in our event materials ● February 11: Send out all the letters to potential sponsors ● February 18: Have at least 3 committed sponsors for the golf tournament March 2013 ● March 4: Start designing the online blog and restructuring the social media platforms (Facebook and Twitter) ● March 18: Start designing informational flyers and format the comment cards. ● March 27: Send the flyer and comment card designs to Vistaprint for printing. ● March 29: Purchase material to build the skee ball game, or purchase a skee ball game online. April 2013 ● April 1: Begin tweeting and posting on Facebook advertising the golf tournament ● April 3: Begin logistical planning for golf tournament and order trophy ● April 4: Confirm catering order for tournament and refreshments ● April 5: Approach potential volunteers for golf tournament ● April 10: Have finalized list of volunteers and assign them tasks for the tournament ● April 27: Day of golf tournament ● April 30: Tally amount of funds raised and analyze the results of the common cards May 2013 ● May 6: Prepare evaluation report for golf tournament ● May 8: Finalize Greensboro Grasshoppers’ schedule for all home games ● May 10: Have 350 flyers ready for distribution at all Greensboro Grasshopper home games ● May 17: Contact Celebration Station regarding partnership for profit share in August ● May 20: Start designing informational flyers for Celebration Station profit share ● May 23: Send flyer design for printing to Vistaprint ● May 24: Confirm list of volunteers helping to pass out flyers at local elementary and middle schools June 2013 ● June 1: Begin parking service and skee ball game booth at all Greensboro Grasshopper home games 36
June 24: Prepare monthly evaluation report on funds raised at baseball games
July 2013 ● July 1-5: Continue to update Facebook, Twitter and blog regularly ● July 8-11: Keep track of all funds raised at Greensboro Grasshopper games ● July 12: Begin passing out flyers for profit share at Celebration Station at local schools and in carpool lines to promote event at Celebration Station ● July 22-26: Begin advertising for the profit share with Celebration Station through social media (Facebook, Twitter) ● July 31: Prepare monthly evaluation report on funds raised at baseball games August 2013 ● August 1: Continue tweeting about the Celebration Station profit share ● August 5-9: Make sure all volunteers are prepared to work at profit share and sit at a Tristan’s Quest informational table ● August 10: Profit share at Celebration Station ● August 10: Have a volunteer live tweet from the event ● August 13: Upload pictures from profit share to the blog ● August 26: Prepare monthly evaluation report on funds raised at baseball games and evaluation report on profit share at Celebration Station September 2013 ● September 2-30: Continue to hold parking events at Greensboro Grasshopper games (dates of games TBA) ● September 30: Prepare monthly evaluation report on funds raised at baseball games October 2013 ● October 4: Start working on campaign evaluation report ● October 10: Finish campaign evaluation report
CONCLUSION Tristan’s Quest is a vital organization to their community. They provide services crucial to children and families affected by mental health disorders and are committed to helping anyone who seeks their services. However, there are many things in which we propose Tristan’s Quest change that will make them a more outstanding and well-known organization in their community, and perhaps even get them recognition on a larger scale, and not just the Guilford County area. Through an updated website, better social media outreach, and a constantly updated blog, Tristan’s Quest can successfully expand their publics and even their clientele. Through new events such as the profit share at Celebration Station, and the new format of the “You Call the Shot” Tristan’s Quest golf tournament, Tristan’s Quest can not only gain more clients, but they can increase their following of willing donors. By hosting these new events, and applying changes suggested in this plan to old ones, Tristan’s Quest will expand their name through the community and build credibility amongst willing donors. Our team has compiled a strategic plan to assist Tristan’s Quest in gaining recognition in the community, bettering their already planned events while also planning new ones, and creating creative materials for the organization. Tristan’s Quest is an organization that offers more than just a set of services to assist children with mental health disabilities, they offer hope to the children and families. We believe that with these adjustments and the new events planned, Tristan’s Quest can become more well known in the community and effectively reach new clients to expand their organization and hopefully become self-sustaining and eliminate grant writing.
Appendix A: Moderator’s Guide Organizational interests: ● What organizations in the community are you involved with? ● What appeals to you most about these organizations? (Or are there organizations with which you would like to become involved?) Why did you/would you get involved with these organizations? ● Where do you get most of your information about organizations that interest you? For example, blogs or websites? Engaging with audiences online: ● Can you give examples of some of these websites that you engage with? ● What do you like about these websites? (For example, feature stories, blogs, FAQs, etc.? ) ● What is most engaging when looking at a site? (For example, pictures, videos, stories, etc.?) ● What keeps your coming back to a website? What about an organization’s website? ● What are your thoughts on TQ’s website? ● Would you make any changes? ● What are your general thoughts on blogs? ● Do you think blogs are successful for non-profit organizations? In what ways? Social media: ● ● ● ● ● ● ●
How comfortable are you with using social media? How comfortable are your friends using social media? Family? What types of social media do you use regularly? How often? How much time do you spend on social media sites per day? Do you have any social media preferences? Are there things you would like to learn more of concerning social media? When engaging with social media, what are you hoping to see and what information are you hoping to find out? ● What aspects of social media keep you interested? ● What do you not like about social media? Traditional media use: ● What forms of traditional media do you use? (Newspapers, magazines, television?) ● What kinds of magazines and newspapers do you read daily? ● What types of television do you watch regularly? (i.e., the local news?) Donating:
● ● ● ●
How does an organization prove credibility online? How comfortable are you with donating online? How do you decide which organizations to donate to? When donating, what draws your attention to particular non-profits? (For example, Google search or word of mouth?) Snowball Sampling: ● Who would you consider key opinion leaders in the community that we could talk with? ● Is there anyone (other donors, families, opinion leaders) you can refer us to, to continue asking questions and further our research? Accountability/Transparency Online: ● According to the online charity rating site, Charity Navigator, it is important for nonprofit organizations seeking donations to convey accountability and transparency to its stakeholders by explaining its actions, particularly fiduciary actions. How well do you feel TQ does this online? ● If you were considering donating to a cause like TQ, what would you like to know about the organization? [Do you feel like (this) is conveyed sufficiently on their website?] ● Do you feel TQ makes sufficient information about the organization available online? ● What else would you like to see conveyed? ● Do you think TQ makes it easy for donors to find critical information about the organization? ● How well do you feel that TQ conveys its governance and ethics online?
Appendix B: Celebration Station Flyer
Appendix C: Tristanâ€™s Quest Annual Golf Tournament Flyer
Appendix D: Tristanâ€™s Quest Fact Sheet (inserting later)
Appendix E: Celebration Station Press Release
Tristan’s Quest, Inc. 115-A South Walnut Circle Greensboro, NC 27409 Contact: Dr. Jean Allen Day Phone: (336) 547-7460 For Release July 20 or Thereafter Tristan’s Quest’s Profit Share at Celebration Station: You Call the Shot! GREENSBORO, N.C, July 20, 2013 – For the very first time, Tristan’s Quest will be partnering with Celebration Station to hold a profit share on August 10, as part of the organization’s initiative to increase awareness and support for the issue of children’s mental health as well as to fundraise for future programs and services. Dr. Jean Allen, Executive Director of Tristan’s Quest, explains the drive behind this event. “This is a fun and interactive opportunity us to reach out to the community and share about Tristan’s Quest, our passion and our services. We hope that through this event, the public will be able to understand the importance of supporting our cause and our organization.” For a low cost of $50, members of the public can purchase a package pass that would entitle them to access to all attractions and games at Celebration Station from 10 a.m. to 4 p.m. Celebration Station is located at 4315 Big Tree Way in Greensboro, and it features a wide variety of attractions such as go-karts, miniature golf, bumper cars and arcade games, catering to guests of all ages. A portion of the proceeds will go towards Tristan’s Quest’s efforts to provide services to children and teenagers who are diagnosed with mental health disorders, as well as their families. --more--
The profit share will be open to all to participate. Interested parties can purchase the package pass in advance or learn more about the event at the main website www.tristansquest.com. For more information about Celebration Station, please visit www.celebrationstation.com. Tristanâ€™s Quest, Inc. is a non-profit organization in Greensboro, N.C., which is dedicated towards working to improve the lives of children with mental health issues, as well as their families, through public and professional education, family support, and direct services. Additional information about Tristanâ€™s Quest can be found at www.tristansquest.com. ###
Appendix F: Celebration Station Email Pitch To: firstname.lastname@example.org From: Tristan’s Quest Date: July 20, 2013 Subject: Tristan’s Quest’s Profit Share at Celebration Station Dear Sir/Mdm, It is time for you to call the shot and stand up for children’s mental health by having some fun! On August 10, Tristan’s Quest will be holding a profit share in partnership with Celebration Station. For only $50, participants can play on all the attractions from 10 a.m. to 4 p.m. By collaborating with Celebration Station, Tristan’s Quest hopes to reach out to the community and create greater awareness about Tristan’s Quest and its services, as well as the issue of children’s mental health in a fun and interactive manner. Proceeds will go towards funding of further programs and services of Tristan’s Quest. Located at 4315 Big Tree Way in Greensboro, Celebration Station offers a wide variety of games and attractions such as go-karts, bumper boats, junior go-karts, arcade games and miniature golf, ensuring hours of fun for guests of all ages. If you would be interested in contributing to this event by being a sponsor, donor or volunteer, we would love for you to contact us via email or a call to discuss. If you have any further questions, please contact the executive director Dr. Jean at email@example.com or (336) 547-7460. For more information on the event and to purchase the package pass in advance, please visit the official website at www.tristansquest.com. We look forward to hearing from you! Dr. Jean Allen Executive Director Tristan's Quest, Inc. 115-A South Walnut Circle Greensboro, NC 27409 www.tristansquest.com
Appendix G: Tristan’s Quest Annual Golf Tournament Press Release
Tristan’s Quest, Inc. 115-A South Walnut Circle Greensboro, NC 27409 Contact: Dr. Jean Allen Day Phone: (336) 547-7460 For Release April 1 or Thereafter Tristan’s Quest Annual Golf Tournament and Reception: It’s Your Shot! GREENSBORO, N.C, March 25, 2013 – Tristan’s Quest will be holding its annual golf tournament on April 27, 2013 at Bryan Park Golf Course as well as a reception after the golf tournament, as part of the initiative to increase awareness and support for the issue of children’s mental health and to fundraise. The first round tee-off is scheduled to begin at 8 a.m. and the second round tee-off will begin at 1.30 p.m. Dr. Jean Allen, Executive Director of Tristan’s Quest, explains the drive behind this event. “This is a good opportunity us to reach out to the community and share about Tristan’s Quest, our passion and our services. We hope that through this event, the public will be able to understand the importance of supporting our cause and our organization.” The golf tournament is open to all for registration, regardless of experience. A raffle would also be held, giving participants a chance to win sporting goods and merchandise from Sponsors such as Dicks’ and Omega Sports. In addition to the golf tournament, Tristan’s Quest is organizing a reception at the end of the tournament for the very first time. The reception will feature a prominent keynote speaker specializing in children’s mental health, games and entertainment for the children and a catered buffet for all. This reception will be open to all for --more--
registration, not only golf tournament participants. It will be also a platform for families impacted by this cause to interact and find support from each other and from the organization, and learn about what Tristan’s Quest can do for them. Both the golf tournament and reception will be open to all to participate. Interested parties can sign up or learn more about the events through the main website www.tristansquest.com. Registration cost is $200 for both courses and $120 for a single course, including the reception. Individuals who are interested in only attending the reception can register online separately. Full proceeds will go towards Tristan’s Quest to fund further programs. Tristan’s Quest, Inc. is a non-profit organization in Greensboro, N.C., which is dedicated towards working to improve the lives of children with mental health issues, as well as their families, through public and professional education, family support, and direct services. Additional information about Tristan’s Quest can be found at www.tristansquest.com. ###
Appendix H: Tristan’s Quest Annual Golf Tournament Email Pitch To: firstname.lastname@example.org From: Tristan’s Quest Date: April 1, 2013 Subject: Tristan’s Quest Annual Golf Tournament and Reception Dear Sir/Mdm, It is most definitely that time of the year once again to play some golf for a good cause! On April 27, Tristan’s Quest will hold its annual golf tournament at Bryan Park Golf Courses. The first round tee-off is scheduled to begin at 8 a.m. and the second round tee-off will begin at 1.30 p.m. The tournament will be open to all to participate, featuring a raffle to win sporting goods and merchandise from our sponsors. In addition to our annual golf tournament, Tristan’s Quest is organizing a family-friendly reception at the end of the tournament. The reception will feature a keynote speaker specializing in children’s mental health, a catered buffet and games for the children. Tristan’s Quest hopes to reach out to the community and create greater awareness about Tristan’s Quest and its services, as well as the issue of children’s mental health through this initiative. By adding the reception at the end of the tournament, Tristan’s Quest hopes to encourage families to learn more about how to combat the issue of children’s mental health, as well as provide a platform for afflicted families to socialize. Registration costs are at $200 for both courses or $125 for a single course, this fee will include reception after the tournament. If you are interested to attend the reception alone, do refer to Tristan’s Website for the reception registration cost. Proceeds will go towards funding of further programs and services of Tristan’s Quest. If you would be interested in contributing to this event by being a sponsor, donor or volunteer, we would love for you to contact us via email or a call to discuss. If you have any further questions, please contact the executive director Dr. Jean at email@example.com or (336) 547-7460. For more information on the golf tournament and the reception, such as how to register, the costs and more details, please visit the official website at www.tristansquest.com. We look forward to hearing from you! Dr. Jean Allen Executive Director Tristan's Quest, Inc. 115-A South Walnut Circle Greensboro, NC 27409 www.tristansquest.com
Appendix I: Tristan’s Quest Pitch Letter
115 South Walnut Circle Greensboro, NC 27409 Phone #: (336) 547-7460 Site: www.tristansquest.com ______________________________________________________________________________ February 6, 2012 Ms. Tina Firesheets Features Reporter The News & Record Greensboro, NC 27401
Dear Ms. Firesheets: In any given year, only 20 percent of children with mental disorders are identified and receive mental health services. On April 27, 2012, Tristan’s Quest will host a golf tournament to raise money and awareness for children’s mental health. The event will take place Bryan Park Golf Course in Browns Summit, North Carolina. The event is set for 8 a.m. Tristan’s Quest is a non-profit organization that was founded in June of 1999 by Dr. Jean and Richard Allen, whose 16-year-old son, Tristan, died during a physical restraint while in treatment for a severe depressive episode. The organization is committed to the values and beliefs which are the essence of Tristan's Quest—most importantly, the basic human worth of children with special needs and their rights to understanding, personal dignity, and compassionate care. Tristan’s Quest is looking for volunteers, a keynote speaker and local business owners that can offer their time, insight and even donate gifts to be raffled off at the reception following the golf tournament. We believe your Discover the Triad readers of The News & Record would be of great help and wisdom and contribute greatly to this event. As a features reporter, I would like to offer you an exclusive interview with founder, Dr. Jean Allen. Allen has adopted five special needs children, has fostered 18 high-risk children, and has been a role model and mentor for many of the students she has taught or tutored. I will follow up with you soon about this event. If you have any questions, please do not hesitate to contact me at firstname.lastname@example.org or 555-555-5555, or for more information, visit Tristan’s Quest at www.tristansquest.com.
Thank you for your time, Ms. Firesheets, and I look forward to speaking with you soon.
Teran Huguely, Felicia Maffucci, Greg Rittersbach, & Evangeline See Public Relations Coordinators Tristanâ€™s Quest, Inc. www.tristansquest.com (555)- 555-5555
Appendix J: Works Cited Works Cited Allen, Dr. Jean. Client Meeting. 9 Feb. 2012. Tristanâ€™s Quest, Inc. 12 Feb. 2012. <http://www.tristansquest.com/ >.