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// 2013 Annual Report


FIGHT THE NEW DRUG

TABLE OF CONTENTS

05. 06. 14. 16. 22. 28. 32. 38.

Letter from Executive Director

2013 Highlights

Our Programs

Media Program

Mobilization Program

Protection Program

Recovery Program

Financials 2013 Fight the New Drug // 3


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// Executive Board Meeting


2013 Annual Report To say that in the last twelve months we’ve been busy would be an epic understatement. We accomplished more in 2013 than we thought possible. I’ve been humbled to see tens of thousands of young people join the movement and help spread the message that pornography is harmful. Due to our rapid growth we have also seen an increase in young people contacting us looking for help in dealing with pornography. Luckily, help is on it’s way. In 2013 we worked tirelessly to not only spread awareness but also to the completing of a nearly 3 year project, the Fortify Program. This program will provide free help for thousands of struggling teens and young adults around the world. We joke in our office that “everything is new” but it’s true. Everything from our branding and website to our High School assembly presentation and mobilization strategies. We took the time and looked

at every corner of our organization to see how we could update, expand, and improve. We’re not done just yet—in fact, I don’t think we’ll ever be done—but I am so excited with what we’ve been able to achieve this past year. This year we have made our mission more defined, focused our efforts toward critical projects, and expanded the overall movement in huge ways. We worked hard to establish key branding and marketing components by infusing a fresh new look to our website and logo as well as revamping our science articles and assembly presentation. Thanks to a rock-star staff, amazing followers, and the support of incredible donors we’ve been able to put things in motion that have, and will continue to, impact tens of thousands.

E xecutive D irector

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Our Programs Media Develop all creative graphics, videos, publications and social media in order to catalyze a youth-driven movement. This includes our website, Online videos, documentary film (currently in progress), and publications intended for the use of raising awareness on the harmful effects of pornography.

Mobilization Transform followers and passive observers into messengers and active social changers. We do this through social media, assembly tours, community events, the street teem, peer-to-peer fundraising, and FTND apparel.

Protection Equip, educate, and empower parents with the knowledge of how to protect young children and their family’s from pornography. We accomplish this through presentations for parents and publications.

Recovery Aid young people who are struggling with the damaging effects of porn with practical negative-habit-breaking tools. We provide help to young people through a free Online recovery program as well as a book version found in our store. We also offer a paid version of our recovery program for adults ages 21 and over.

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Fight the New Drug’s programs are divided into four main categories, allowing us to take on an aggressive approach to battling pornography from every side of the issue.

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MEDIA

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ME

DIA

Months of research and brainstorming went into the development of the new brand. Inspiration was pulled from everything including other teen focused brands, non-profits, and social activist groups.

NEW LOGO AND WEBSITE After comparatively reviewing our 2008 logo, branding, and website against other teen focused brands, non-profits, and activist groups we found several ways we could improve and decided that it was time for a new approach. Along with an updated website and logo one of our main goals in re-branding Fight the New Drug was to create a clear unifying symbol for our followers to stand behind. The new logo or ‘Fighter’ symbol represents this movement. Its inspiration came from various sources such as an arrow (representing momentum and direction), a mountain (representing the great struggle and climb 18 // 2013 Annual Report

that faces us), the F (for all those who are ‘Fighters’), and the military looking chevrons (representing the war and battle that we are in.) By repositioning our appearance we will be able to better connect with our target audience, improve the delivery of our message, look more relevant to current style and design, and provide our audience with a unifying symbol to stand behind in this fight against pornography.


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DIA ME CONNECTING THE MESSAGE As part of our rebrand and new website development we wanted to seek new ways of connecting the message to our young audience. The first method we chose was through producing a new video and the second was through new articles on the harms of pornography. The video was created to be our anthem piece to show how pornography has become so prevalent in our society, and what young people all across the country are doing to fight back. The articles comprised of 15 essays that covered how pornography harms the brain, relationships, and society. Our

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message is now even more science based due to extensive research behind the articles. There were three objectives in creating this new content. First was to educate on the harmful effects of pornography, second was to connect the message to a young adult/ teen audience, and third to transform passive followers into active social changers by providing them with tools so that they can share the message on their own. Through innovative messaging and design we are confident that we have developed new content that will fulfill these objectives: educate, connect, transform.


With the launch of the Fight the New Drug re-branded website we will be fully capable delivering content to our audience on every device, get them involved with our campaign, and enable them to donate and run fundraising campaigns on their own.

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MOBILIZATION

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IZA TIO N BIL MO New Audience Involvement Strategy Ever since this organization began we have parts. Each part caters to a particular type of been continuously bombarded with teens, person wanting to get involved and provides young adults, and parents asking for ways maximum benefit to our organization. get involved. We’ve experimented with everything from video contests, rock 1. Bring us to your school concerts, 5k races, to university chapters and 2. Peer-to-peer fundraising through high school clubs. None of these involvestayclassy.org (see page 15) ment opportunities were very effective and 3. Street Team required more time and resources to 4. Online sharing and social media maintain than what our organization had. engagement After months of research we now have a new involvement strategy that should be effective, efficient, and engaging. Our involvement strategy now has four

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IZA TIO N BIL MO Growth in the Movement This year has been HUGE in terms of how much growth we have seen within the organization. We increased our Facebook followers alone by 152%, going from around 20,000 followers to over 50,000. Not only have the number of followers increased but the demographic of who is following us has become more refined. Of our 50,000+ followers, 79% of them are teens and young adults age 13-24. The effects of such a large audience have overflowed in numerous ways such as a 474% increase in online sales and nearly 7,000 pre registrations for the recovery program.

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We realize that the majority of our target audience engage and interact with brands in an online environment therefore this year we really emphasized consistent posting, powerful imagery, and and aggressive social media strategy. It is amazing to realize the volume of people that our messaging has reached and the number of lives which have been impacted due to this campaign.


Online Followers 55-64

50k

65+

0.8% 0.6% 1.6% 45-54

35-44

3%

Female

34%

13-17

40k

14% 16% 25-34

152%

Male

66%

63%

Gender Demographics

30k

2103 Growth In Followers

18-24

20k

34,134

Age Demographics

10k Jan

2013 Total Follower Increase

Feb

Mar

Apr

May

Jun

Jul

Nov

Dec

259,000

2,100,000

210,000

1,40,000

140,000

18k

63%

2013

2013

12k

2013

6k

2012 Q1

Q2

700,000

2012 Q3

Average Post Reach

Fortify Program (Recovery) Growth

Growth in Fortify Program Pre Registrations

Oct

2,500,000

24k

170%

Sep

2013 Facebook Growth

Facebook Post Data

Q4

Aug

Q4

Q4

Q1

Q2

70,000

2012 Q3

Q4

Q4

Total Post Reach

Q1

Q2

Q3

Q4

Best Post Reach

Merchandise Sales

2,509

6,749

$4.3k

$25k

2012 Fortify Pre Registrations

2013 Fortify Pre Registrations

2012 Sales

2013 Sales

474%

2013 Merchandise Sales

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PROTECTION

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TIO N OT EC PR Our Newest Program After reorganizing our programs and better positioning ourselves to take on the issue of pornography from every side, we have now opened up a new program within Fight the New Drug: the Protection Program. Under this new program we have developed The Guideline, a 20 page booklet which help parents address the issue of pornography with children. We also developed the Family Media Standard, a worksheet to help familites define their standards on media consumption.

Currently this program is limited but we have big plans for next year including more publications, an Internet filter, and more parent-focused presentations. The goal of this program will be to bridge the gap between parents and teens and help foster an open dialogue on the issue of pornography, as well as provide Internet safety tools for famlies and individuals.

10 Parent Presentations Given in 2013

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RECOVERY

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RY RE CO VE FORTIFY PROGRAM Development The Fortify Program was an huge undertaking and after nearly 3 years we are finally ready to push it to the world. At the end of 2013 we were able to launch a BETA version of the program to 100 preselected users ranging from 13 to 18 years of age. Even in the short time that they have been in the program we have learned an enormous amount and made some key adjustments before we release it to the nearly 7,000 pre-registered individuals, not to mention thousands more that will hear about it once it is live.

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We knew that our users would be experiencing the program through a variety of devices so we made sure that the program looked great and felt intuitive on all devices. In addition to the teen version of the site we also worked hard on developing an adult version of the program to help meet the need of many young adults looking for help.


6,749 Pre-registered users

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RE CO VE

RY

52 Videos Watched

a step toward recovery

FORTIFY PROGRAM STRUCTURE Timeline of events as a user goes through the Fortify Program from start to finish.

0 Videos Watched

INTRO

1 Fortify Orientation

APPLICATION

PRe SURVEY

2

3

4

5

6

7

8

Recognizing the Enemy

Basic Training

Fortify Yourself

Fortify Your Relationships

Fortify Your World

Rise and Rise Again

Becoming a Fighter

PROGRESS REPORT #1

PROGRESS REPORT #2

PROGRESS REPORT #3

PROGRESS REPORT #4

PROGRESS REPORT #5

PROGRESS REPORT #6

VIDEO CHECK-INS

VIDEO CHECK-INS

VIDEO CHECK-INS

VIDEO CHECK-INS

PROGRESS REPORT #7

Action Journal Battle Strategy

Vulnerability Inventory

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Vulnerability Inventory

Vulnerability Inventory

VIDEO CHECK-INS

END FINAL SURVEY


FORTIFY PROGRAM Structure APPLICATION: In order to maintain a sense of value for a free program we require teens to submit an application with a short essay. Those that are approved are allowed into the program. PRE-SURVEY: We require all users to fill out a pre-survey before beginning the program to help measure success. ACTION: Actions are designed to literally put what the user is learning into action. JOURNAL: We encourage the user to critically think about how the things they are learning apply to their own lives. BATTLE STRATEGY: By the end of the program each user will have created their own customized “Battle Strategy” consisting of specific strategies to fortify and address areas of concern in their life.

PROGRESS REPORT: At the end of each module users asked questions that reflect their progress in different areas. VIDEO CHECK-INS: To ensure that the user is continuing to implement the strategies they’ve been taught we revisit key aspects to help remind them of their significance on their road to recovery. VULNERABILITY INVENTORY: Through a series of questions we explore several areas in ones life that may be contributing to addictive behaviors and help them understand how to address those areas. FINAL SURVEY: Once the user has completed all 52 videos over the course of a few months we give them a final survey to assess their overall progress.

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2013 Financials

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2013 Financial Review We are proud that we spent 82% of total revenue on program expenses this year. Every dollar we receive through donations or earn through our programs helps support the Fight the New Drug mission to educate young people on the harmful effects of pornography using science, facts, and personal accounts.

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Web

Social Media

12.7 Services Outsourced

%

8.0%

$14,664.14

Merchandise

$80,690.45

8.8

%

6.4%

$80,690.45

$7,370.00

Communications

10.8%

$12,439.28

Resource Development

70.0%

$80,690.45

MEDIA PROGRAM ($115,163.87)

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Services Outsourced

24.7%

$80,690.45

Awareness Efforts

58.5%

$82,190.00

MOBILIZATION PROGRAM ($140,583.70)


Printing

Web

4.0%

18.1

%

$638.00

$27,681.08

Services Outsourced

15.7%

$24,040.22

Fortify Program Development

66.2

%

$101,444.10

RECOVERY PROGRAM ($153,165.40)

Resource Development

96.0%

$15,500.00

PROTECTION PROGRAM ($16,138.00)

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