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Becoming a Neighbor: An integrated marketing communications plan for ICCompassion in Iowa City, IA. Presented by Michael Blankenship.


ICCompassion is more than a nonprofit. It is a community of individuals working together to create a better world in their neighborhood.


Executive Summary ICCompassion provides personalized services to individuals in Iowa City that strive for a better life for themselves and their families. Dedicated volunteers facilitate programs in financial literacy, English language, and the provision of transportation assistance, free clothing, and furniture to create a custom pathway for each individual to achieve self-sufficient success. In 2012, the organization expanded to include an Immigration Resource Center, recognizing that a lack of secure immigrant status leads to continued economic distress. In order to continue to provide these services, ICCompassion must expand the organization’s volunteer and donor base by addressing the lack of awareness of the organization and relevant social issues within the community. This integrated marketing communications plan offers a strategic action plan to increase volunteer and donor engagement. The latest census data found 10.0% of city residents are foreign born. 28.5% of the population lives below the poverty level in Iowa City. In this community of disenfranchised families, one organization stands apart for its commitment to these individuals. For seven years, ICCompassion has provided individualized programs and services to these local populations. Yet, outside of these segments of program beneficiaries, citizens of Iowa City remain uninformed of the issues facing their neighbors. Research revealed that a majority of respondents remain unaware of the existence of ICCompassion and its services. The present political trends suggest growing public support of immigration reform, yet few are truly informed on this issue. Survey results revealed that 40% of respondents with knowledge of ICCompassion were unaware of the organization’s immigration services. In order to address this lack of awareness, ICCompassion must personalize their message, just as they have personalized their services.


We want Iowa City community members to recognize their role in the success of the city and identify ICCompassion as a facilitator of the growing relationship between the successful and the struggling. Educated professionals who are sympathetic to the cause of the immigrant will be invited to become a neighbor to these individuals in their own community. They will be asked to support the journey of the disadvantaged residents of their city through volunteer and donor opportunities. The key to this campaign is personalization. ICCompassion stands apart from its competition for the provision of customized support services. It must also reach out to individuals within the target to offer an invitation to become personally involved in the organization’s mission. The creative tactics of this local, twelve month integrated marketing communications campaign will invite the Iowa City community to discover ICCompassion, explore its programs and services, and engage through its mission with immigrant populations and disenfranchised members of the community. Given a limited budget, ICCompassion will heavily utilize direct mail, community relations initiatives, digital media and other targeted forms of marketing communications to personally interest and inform the target audience. Discover - Establish name recognition and identify interested individuals within the target market t Direct Mail - Provide the initial encounter between ICCompassion and target market describing the organization and its mission t Kids’ Sports Team Sponsorship - Be a neighbor to the community and place ICCompassion name directly in front of the target market Explore - Provide the target with opportunities to learn more about ICCompassion and immigration through relaxed and enjoyable activities t Microsite - Provide interactive destination for the target to learn more about the immigrants in their community t Heritage Fest - Celebrate the immigrant in all of us to recognize our national heritage and introduce those who are now beginning their journey to prosperity in the U.S. t University of Iowa Informational Session - Collaborate with the University of Iowa to produce an informational workshop for students and community members interested in immigration issues and the impact on Iowa City Engage - Persuade the target to make a decision to support their immigrant neighbors by volunteering and giving financially to ICCompassion t eNewsletter - Connect with potential donors and volunteers through success stories and shared opportunities to get involved t Donor Tiers - Provide structured opportunities to contribute to ICCompassion’s success and publicly recognize donations t Roundup Your Receipt - Raise awareness and donations through a holiday season fundraiser with locally owned businesses

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We are all on a journey. With a little help from our neighbors, everyone can reach their destination.


Table of Contents Executive Summary .........................................................................................

2

Introduction

6

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Situation Analysis

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8

Primary Research

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14

SWOT Analysis

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18

Marketing Communications Strategy

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20

Overall IMC Objectives & Strategy ..............................................................

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Creative Strategy

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26

Campaign Tactics

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27

Campaign Timeline .........................................................................................

34

Capital Budget ..................................................................................................

36

Evaluation

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38

Conclusion

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39

Appendices

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40

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Introduction ICCompassion, a compassionate ministry center and not-for-profit organization located in Iowa City, began its journey as a community outreach by the Greater Iowa City Church of the Nazarene. As a multicultural church, hosting congregations of African, Hispanic, and Anglo origins, ICCompassion’s founders recognized the distinct need in the local community for specialized assistance. As these charitable individuals embarked on this community-focused venture, it became apparent that immigration assistance has been an unmet need.


As part of the organization’s mission of “Helping people move from poverty to self-sufficiency with open solutions,” ICCompassion expanded to establish an Immigration Resource Center. This new program provides legal consultations to individuals in the Iowa City area pursuing U.S. citizenship or maintenance of their existing legal resident status. This new direction stemmed from the realization that a lack of secure legal status perpetuates poverty and leaves these individuals lost and confused along the road to self-sufficiency. Helping people move from poverty to self-sufficiency requires more than a stock response or program; it calls for individualized assistance. ICCompassion is structured to facilitate personalized assistance for program beneficiaries. Dedicated volunteers act as guides to service recipients as individual consultations lead to customized plans for assistance. Follow-up appointments ensure that every individual and family is encouraged along the road to self-sufficiency in their new home in the United States. In addition to immigration services, ICCompassion provides gas vouchers, free clothing and furniture, a preschool, and courses in financial literacy and English language. While these services to the Iowa City community are not unique to the organization, ICCompassion stands apart for its focus on a personal, holistic outreach. This commitment to the individual has led the organization to be recognized among other local nonprofits ministering to similar populations. Increasing referrals to ICCompassion’s programs has led to interest in expanding services to meet the growing needs of the community.

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Situation Analysis Product & Service Analysis

ICCompassion began its journey as an outreach by a local church and its three multicultural congregations. The vehicles of ICCompassion’s programs most often take the form of immigration consultations, transportation assistance, community education, and furniture and clothing donations. Specific services include providing gas vouchers, free clothing and furniture, the Kaleidoscope preschool, and courses in financial literacy and English language. While many of these programs may be offered by other area nonprofits, ICCompassion undertakes every interaction with a personalized and holistic outreach. Every individual that approaches ICCompassion for assistance is provided with an array of services, structured in a strategic plan to facilitate progress along the road from poverty to self-sufficiency. In order to meet a recognized need in the community, an Immigration Resource Center was established in early 2012. This program offers affordable legal guidance to individuals seeking citizenship or upgraded immigrant status. This includes those with legal status as a refugee, migrant worker, and those seeking eventual citizenship. Accreditation by the Board of Immigration Appeals provides ICCompassion with authorization to perform initial evaluations of immigration applications before these are submitted to a federal review board. This unique offering in the Iowa City area establishes ICCompassion as the local solution for immigrants and provides a strong point of difference from other area nonprofits.


Market Analysis

Within the population of Iowa City, 28.5% of residents live below the poverty line. Approximately 10% of community members are identified as foreign born persons. The overlap between these two groups constitutes the majority of service beneficiaries from ICCompassion. Many of these individuals journeyed to the United States to make a better life for their families. They arrived expecting to find a destination in prosperity, but instead find themselves in fear of the lapse of their legal status and lack of provision for their families. In many cases, visitors to ICCompassion are women raising multiple children in government subsidized housing, often without the financial or emotional support of the fathers. These mothers are commonly beneficiaries of multiple charitable organizations and government programs. Given the size of this segment within the local community, ICCompassion receives an abundance of requests for assistance with clothing, transportation, and furniture. Iowa City and the Johnson County area also provide the foundation for financial support of ICCompassion. The 2010 U.S. Census found nearly 68,000 individuals residing in Iowa City. This accounts for greater than half of the population of Johnson County. Within this population, 30% identify as having an affiliation with a religious institution, with another estimation suggesting closer to 37%. At present, ICCompassion maintains a limited donor and volunteer base. The organization’s most generous contributions of time, money, and other resources come from two area churches. Individual contributors tend to be in or nearing retirement and affiliated with one of these churches.

Market Segment

Bob is a retired small business owner who often reminisces on his professional career. He proudly remembers his first job at the age of six, working for a neighbor, and fondly recalls each minuscule pay increase from the time he became the first in his family to graduate from high school. Through hard work, sacrifice, and determination, Bob rose from poverty to open his own local business, which he only recently sold after choosing to retire. Now, he spends his free time doting on his grandchildren and donating his time and other resources to his lifelong church and other local organizations. He is skeptical of those who seem to be unable to rise from poverty, often labeling them as unmotivated. His contributions to the community often carry a caveat, intended to provide the missing motivation.

Distribution Analysis

As a nonprofit organization, ICCompassion functions as an intermediary in the distribution of services. In the case of tangible goods, the organization regularly accepts donations of clothing and furniture to be distributed to those in need. Gas vouchers and bus passes are regularly purchased with monetary donations and provided for those who submit a request for transportation assistance. The Immigration Resource Center and existing education services, such as English as a Second Language courses, generate the services internally. As a result, the distribution model for ICCompassion requires the generous participation of volunteers who provide these educational experiences and consultation services. The limited number of volunteers restricts the availability of these programs. Due to the time and fees inherent in working with the U.S. Board of Immigration Appeals, a minimal fee is asked of individuals seeking immigration assistance.

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Situation Analysis Competitive Analysis

ICCompassion offers a comprehensive and personal approach to assisting those in need in the Iowa City community. By comparison, most other nonprofits in the area are limited in their response, and beneficiaries are given only what assistance fits within established programs. While these organizations often work together, offering referrals and occasional support in the form of financial donations and tangible goods, they remain potential competitors for donations of time and money. The three most prominent and related nonprofit organizations in the area include Lutheran Services in Iowa, Caring Hands & More, and the Iowa Immigration Education Coalition. The Lutheran Services in Iowa offers extensive aid to refugees who have relocated to Polk County, Iowa. In addition to refugee services, this nonprofit provides support to individuals and families looking to open their home to foster children, counseling and therapy, and assistance for persons with disabilities. These services are restricted, however, based on geographic location. Lutheran Services in Iowa works exclusively with individuals residing in Polk County, over one hundred miles away from Iowa City. Caring Hands & More aims to provide in-home care to Iowa City residents with the need and desire for assistance, often as the result of health related limitations. While a large part of their services are medical, including in-home personal care, meal preparation, and emergency services, the organization also provides child care, cleaning services, pet and lawn care. The organization is readily recognized within its local target market. Its diverse collection of services offers a complete solution for many of its customers, however, the present economic climate may result in the organization’s prices becoming a challenge to certain clientele.

The Iowa Immigration Education Coalition provides immigration information to the community. This organization was established by community leaders from religious, government, education, business, and other areas with the intention of increasing awareness and understanding of immigration. The IIEC’s objective is to educate Iowans on immigration and influence future immigration policies. Many reputable businesses and local leaders support the organization and publicly contribute to its success. Donors looking to support causes sympathetic to immigrants might first choose this recognized and influential player in Iowa’s immigration reform before considering a smaller organization offering individualized services to immigrants. In addition to the organizations listed above, ICCompassion faces indirect competition from an assortment of donation centers throughout Iowa City. The Salvation Army, United Way, and Goodwill represent potential recipients of donations that might otherwise be dedicated to ICCompassion. These organizations have national recognition and are respected for their contributions to local communities, however, their national administration requires programs with limited flexibility. Beneficiaries receive assistance within strict guidelines. The organization may not be able to follow through to ensure that a service recipient’s circumstances are improved beyond the receipt of an available donation.


Current Financial Situation

At present, ICCompassion’s primary supporters include two individual donors and two external religious organizations. As a result, the nonprofit’s retained assets remain low. Recent efforts, including personal outreaches by the director, Teresa Stecker, have led to small increases in one-time gifts from individuals and area companies. Caring Hands & More, a local organization born out of Iowa City Hospice, made a donation in early 2012 to go towards the promotion of the organization and its immigration program.

Historical Results

To date, no significant promotion of the organization has been pursued. ICCompassion publishes a sporadic newsletter to registered members of the community. This practice informs donors, volunteers, and service beneficiaries of current events and programs sponsored by the organization. In the summer of 2011, a website and social media presence was established. Views of the website have risen to a steady 100+ unique visitors each month. Following a drive to increase community participation on the Facebook page, the ICCompassion fan base swelled from 17 to 87. Regular engagement, however, remains low. In the spring of 2012, an online campaign was launched to draw interest from local families. This initiative was not clearly understood by volunteers and failed to draw the desired audience. The program was terminated prior to its conclusion. As part of a capital campaign for the founding church in the fall of 2012, volunteer participation was intentionally pursued as increased efforts were dedicated to growing local participation on Facebook. While “Likes” of the page and individual posts increased, engagement remained stagnant and further diminished following the initial push of the campaign. At present, the organization does not regularly utilize its Twitter presence.

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Macroenvironment Economic Forces

The recent recession inflicted a heavy toll on many in the United States. In January of 2013, 7.8% of women in the U.S. registered as unemployed, along with 8% of men. These recent economic challenges suggest that few may be in a position to provide regular financial support. Rather than competing for a share of a donor’s excess income, ICCompassion will be asking for donations from cash reserves that may have been dedicated for non-luxury purposes. In Iowa City, 28.5% of the population lives below the poverty line. This is dramatically higher than the state average of just under 12%. Given the organization’s local donor market, this economic situation eliminates a sizable portion of the population as potential donors.

Demographic Forces

Over the last ten years, the population of Iowa City has increased over 9%. Nearly 6% of the population registered as Black, 7% as having Asian descent, and 5% as Hispanic or Latino. Just over 80% of the Iowa City population identifies as white, non-Hispanic persons. The remaining citizens reported two or more races on the 2010 U.S. Census. With 28.5% of the Iowa City population living below the poverty line, a diverse group of potential beneficiaries of ICCompassion resources is indicated, an observation that is confirmed by workers at the organization. The University of Iowa, located in downtown Iowa City, draws many faculty, staff, and students with views sympathetic towards immigrants. ICCompassion may capitalize on the diversity of the community, the existing interest in multiculturalism and the local population of concerned individuals to identify a potential target market.


Political Forces

ICCompassion’s unique combination of services and dedication to its beneficiaries place it in a unique position among other local nonprofits. It stands as the first organization in Iowa City to provide immigration assistance. However, many from the region possess strong opinions when it comes to the issue of immigration. While recent economic struggles leave many apprehensive towards an influx of foreign workers, younger, more highly educated individuals tend to show greater support for immigration. A majority of Americans within the thirty to forty-nine demographic view immigration positively. This population largely does not possess the apprehension resulting from a fear of outsourcing that is customary to an unskilled workforce. Since President George W. Bush first indicated his support for policies allowing illegal immigrants a path to citizenship in 2006, public support for such an initiative has increased to 64% among present U.S. citizens. This recent trend in popular opinion will be critical in a politically charged environment where economic woes leave many concerned for the stability of their future employment. ICCompassion must be cautious in its message to avoid provoking a passionate response from those opposed to immigration, while still utilizing the existing enthusiasm of those supportive of reform.

Cultural Forces

Present popular opinion indicates support for legal immigration quotas to remain unchanged in the near future. This is in contrast to older Americans, who are more likely to favor a reduction in the current immigration levels within the U.S. This distinction finds greater significance when examined by education in addition to age. Over 41% of college graduates and 48% of postgraduate professionals support the present numbers of legal immigrants. This suggests that ICCompassion may find a receptive target among younger segments with higher levels of education.

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Primary Research Marketing Research Methods

In order to effectively promote ICCompassion, it is essential to identify what knowledge is necessary for potential donors to make an informed decision while encouraging positive public opinion of immigration and the organization. A survey and focus group to delve into the public’s perceptions and habits regarding not-for-profit organizations were conducted. The objective of the survey was to poll a non-probability sample of college and postgraduate individuals between the ages of thirty and fifty-nine to determine the importance (measured on a 5-point scale ranging from 1=Unimportant to 5=Very Important) of several factors on their decision to engage in charitable giving. This descriptive research identifies the factors that influence the target market’s decisions on charitable donations. This may be utilized to better present the organization as a worthy recipient of charitable giving. Participants were gathered on a cost basis and as a non-probability sample. The results, therefore, are not a perfect representation of the population. Over the course of three weeks, 222 completed responses were collected from individuals across the United States. Survey responses were solicited via Facebook, Twitter, and the ICCompassion website. In addition, several waves of emails were sent out to personal connections and ICCompassion’s existing newsletter distribution list. Area churches were also petitioned in order to obtain insight from the religious groups that founded the organization. The focus group delved into the target market’s opinions of nonprofits and their involvement in immigration in order to better frame results from the survey. These results generated new ideas regarding how to approach the issue of immigration and promote ICCompassion.


Research Participants

The majority of respondents identified as female. Only 37.5% identified as male. As a result of the cost basis participant acquisition, respondents were most commonly between the ages of fifty and fifty-nine, which is the standard age of volunteers and supporters of ICCompassion. The age segments of thirty to thirty-nine and forty to forty-nine comprised the most prominent percentage of responses with a combined 32.4%. Over 71% of respondents were married and more than 85% possess a college degree. The standard household income for respondents was between $75,001 and $150,000.

Results Summary

The results garnered from the survey indicate a preference for anecdotal evidence over documentation-based explanation. In considering whether or not to make a charitable contribution, the organization’s mission statement rated as having the greatest importance in the decision-making process. Over 50% of women indicated that this was “Very Important” in their decision process. This was similarly the case when asked about the influence of success stories and anecdotes on charitable giving. Over 53% of respondents indicated that anecdotes rate as “Quite” or “Very Important” when making their decision. While men generally rated testimonials from beneficiaries of middling importance, women considered this to be of high importance for their decision. Both women and men rated the financial stability of the organization to be of importance. Referrals from family and friends also ranked among the most important influences for both genders.

Responses in the focus group indicated that few gave financially to a single organization. While they might volunteer their time to a single cause, their financial contributions were distributed regularly to one of several supported organizations. Many of their charitable giving decisions were made on impulse or given every few months, selected from a individually selected list of established nonprofits. Most impulse-driven decisions were based on a recent, related news story or a mailing from the organization. While respondents showed a strong preference for accessible information, they indicated that it was the availability of the information that rated highest in their opinion. Individually, they were unlikely to review the content in detail and did not wish to be directed to review such resources. A regular newsletter, containing information about recent projects or case studies, was the only information to which they would readily agree to be exposed. In addition, many stated that the factors that were most likely to induce them to support any cause or organization was a personal connection with the mission, often found in shared values, as well as firsthand contact with the organization. Those asked indicated that, in the majority of causes they supported, they knew at least one individual in the organization’s administration by name or were introduced to the nonprofit via a trusted friend or family member. Most significantly, survey results found that approximately 70% of respondents were unaware of ICCompassion. Of the respondents previously aware of the organization, over 40% were unaware of ICCompassion’s immigration outreach. Considering that a significant portion of the sample was drawn from followers of the organization’s email newsletter and social media, these statistics reveal a crucial challenge facing ICCompassion.

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Implications of Research

The research identified a disinterest among the survey and focus group participants in nonprofit advertising and documented the importance of a personal connection with the organization. A personal level of connection between the organization and service recipients was also highly valued. In order to cultivate this relationship, the problem of awareness of ICCompassion and its immigration outreach must be tackled. Most forms of traditional advertising will be avoided and increased attention will be given to building a larger network of local supporters. ICCompassion must be introduced to the community by encouraging a personal interaction, and the name must be made recognizable in order to capitalize on impulse donations. In addition, greater emphasis must be placed on the organization’s mission statement as the community is invited to identify with the stories of program beneficiaries.

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SWOT Analysis Strengths t Personalized service offerings t Established local reputation

Opportunities

Weaknesses t Low awareness of immigration issues and ICCompassion brand t Limited volunteer engagement t Scarce donor contributions Threats

t Untapped volunteer and donor t Recession - Fiscal limitations markets t Established donation centers t University of Iowa t Negative perceptions towards participation immigrants

SWOT Action Plan

ICCompassion faces a critical issue of a lack of awareness. The Iowa City community is unaware of the struggles of these immigrants in their city and ICCompassion’s ongoing efforts to facilitate the immigrants’ transition. As a result, the organization receives limited donor contributions while facing increasing demands on resources. The community must be educated on the issues surrounding immigration and encouraged to participate with ICCompassion in its efforts to assist these individuals and families.

Overall Campaign Goal

ICCompassion must become recognizable within the Iowa City community. Awareness of the organization and the issue of immigration is paramount to the potential expansion and continued provision of services by ICCompassion. This campaign will highlight the organization’s personalized approach to facilitating an individual’s journey from poverty to self-sufficiency with the objective of increasing public awareness and understanding, leading to new donors and volunteers.


Strengths

Weaknesses

Opportunities

Threats

Within the Iowa City community, ICCompassion regularly receives referrals from other local nonprofits and word-ofmouth recognition among beneficiaries. This is, in part, a result of the diverse and comprehensive collection of services provided with a personalized approach by ICCompassion. Transportation assistance, preschool, financial planning, and immigration consultations are just a few of the dedicated services integrated into an attainable action plan to facilitate the progress of Iowa City residents along the path from poverty to self-sufficiency.

Up to this time, there have been no significant investments in the promotion of ICCompassion among prospective donors beyond members of the two area churches that support the organization. Given the lack of awareness surrounding the organization, many potential donors and volunteers may be found. The presence of the University of Iowa draws many professional faculty and staff with existing sympathetic attitudes towards immigration. Collaboration between ICCompassion and targeted University departments may initiate a successful relationship for the organization.

Awareness of ICCompassion and understanding of the issue of immigration in Iowa City remain low. As a result there are only four regular financial contributors. The organization remains solvent, yet is unable to further expand service offerings. The Immigration Resource Center and other services face stringent budgetary constraints. The organization relies heavily on the charity of volunteers to accomplish the duties of what might normally be completed by a paid staff. Given the limited number of committed volunteers, however, the workload is carried by a few individuals.

Wavering public opinion on the subject of immigration will complicate efforts to increase support of ICCompassion. The passion surrounding immigration that can serve to greatly further the organization’s mission can also evoke strong disapproval. In addition, the recent recession and ongoing fiscal restraints felt by many households reduce donors’ potential contributions, as well as placing new restrictions on volunteers’ time as they must turn focus from their benevolent activities to ensure needs are met at home. With a staggering 28.5% of the population living below the poverty line, the need for ICCompassion’s services is strong, but its potential support base remains limited. In addition, many organizations are recognized as donation centers by the Iowa City community. These competitors for charitable donations may continue to receive contributions that might otherwise be given to ICCompassion.

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Marketing Communications Strategy Consumer Segmentation

In order to identify a target market, the market population was segmented according to attitude towards immigration and ability to donate. Statistically, older generations of working individuals possess greater wealth and, therefore, higher levels of expendable income. Younger segments, however, are often more receptive to immigration.


Passionate Student

These young adults, who may be nearing the end of their academic career or just starting out in the professional world, face many challenges. They are commonly the more ardent supporters of immigration reform. As a result, they may be among the best informed on the issue. However, this is commonly the poorest demographic. Members of this segment generally fall between the ages of twenty and twenty-five. Based on national averages, the yearly income of an individual within this segment is approximately $25,000. At that income level, few will find themselves in a place to financially support their political and social convictions. This segment comprises 24.6% of the overall Iowa City population.

Interested Professional

A majority of individuals within this range of Americans view immigration positively. Those educated professionals especially do not possess the apprehension that comes from a fear of outsourcing. Typically, these individuals range between the ages of twenty-five and forty-nine. This is also the second most affluent demographic given national averages, which set yearly income for this consumer segment around $42,000. There are approximately 20,400 people in Iowa City within this consumer segment.

Affluent Skeptic

While national averages place this demographic as the most affluent population segment with yearly incomes around $47,000, these individuals are also more likely to have a negative view of immigration. This segment is commonly within the age range of fifty to sixty-four years. Approximately 9,100 people in Iowa City fall within this consumer segment.

Reluctant Retiree

Like the previous segment, Americans in this category are more likely to favor a reduction in current immigration levels. Members of this segment are over the age of sixty-five. This segment comprises 8% of the overall Iowa City population. The national average sets yearly income for this consumer segment around $40,000.

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Marketing Communications Strategy Target Marketing

In order for this message to resonate most effectively, this campaign will target the Interested Professional. These educated working men and women in the Iowa City community between the ages of 25 and 49, with a concentration on those with children. These individuals are full-time professionals outside of the home and interested parents that can identify with the desires of immigrants to make a better life for their family. Johnson County is home to approximately 94,000 individuals between the ages of eighteen and sixty-five. Of those over the age of twenty-five, nearly 60% hold a bachelor’s or higher academic degree. Based on U.S. Census data, it can be estimated that approximately 44% of the 27,657 households in Iowa City include one or more children.

Demographics t t t t

Women & Men Ages 25-49 Parents Average HHI over $60,000

Psychographics

t Passionate on social issues t Religious background t Invested in children’s development

Geographics

t Residents of Johnson County and Iowa City

Behavioral

t Working professionals t Overbooked/always busy t Contribute to various causes when able


Consumer Profile

Margaret & Dale are active, working professionals with two young children. Margaret spends much of her time at the office and chauffeuring her adolescent children to various activities. Given her busy lifestyle, she rarely visits the gym and has little dedicated personal time. She would love try out the YMCA’s new Zumba class, which the other soccer moms rave about and her old college friends regularly mention on Facebook. Dale moves between work and home life with some difficulty. Often, he will stay late at work; returning home exhausted and unmotivated to engage in family activities. Both Margaret & Dale were raised in devout Christians homes, though they personally feel no obligation to a church or a particular faith. Still, their parents instilled a strict sense of morality and social responsibility at a young age. As parents, they hold strong convictions regarding the importance of giving back to the community and wish to instill that same commitment in their children, though not necessarily within a religious framework. Time restrictions and desire for family inclusivity leave both Margaret and Dale without obvious opportunities to get involved and unable to dedicate time to search for a deserving, local cause.

Positioning

Within the Iowa City community, ICCompassion stands apart for the customized execution of its mission to help people move from poverty to self-sufficiency. Like the target market, ICCompassion dedicates individualized attention to its business. The organization will be known as a leader in the provision of personalized assistance, including immigration services, in the Iowa City area as it seeks to provide individuals and families with the tools to improve their situation. In addition, ICCompassion strives to improve the lives of these individuals by promoting understanding and acceptance throughout the community by educating Iowa City residents about immigration issues. Just as the members of the target market give time and energy to advocate for their businesses, ICCompassion remains dedicated to the acceptance and understanding of the plight of the immigrant. While other businesses and nonprofits provide comparable services in the realm of English lessons and transportation assistance, ICCompassion approaches all areas of its outreach with an integrated, holistic mindset and an objective of empowering beneficiaries toward self-sufficiency.

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Marketing Mix Product

The Immigration Resource Center represents a recognition of the absence of stable legal status as an impediment to the betterment of families due to the pervasive fear and economic struggles inherent to the life of undocumented workers. This program enhances the lives of many in the Iowa City community and offers the opportunity for donors, the organization, and service recipients to foster a common identification through a relation of the plight of the immigrant with the proud history of this country and its citizens.

Promotion

ICCompassion cultivates individual connections between the organization and service recipients. Those who contribute to the success of its programs through donations and volunteer efforts are briefed on the ongoing impact of local services. ICCompassion also strives to inform the Iowa City community of the issues surrounding immigration. Through its website, regular newsletters, and event sponsorship, the organization celebrates the diversity of Iowa City and the importance of immigration in United States’ history.

Price

ICCompassion operates through the generous donations of individuals and organizations in the Iowa City community. A new giving hierarchy will be introduced to facilitate contributions by individuals and other organizations. Based on the degree of the contribution, a designated level of recognition will be awarded. This new donation hierarchy will be described in the tactics section of the plan.

Place

Community members seeking assistance from ICCompassion can find personalized help by visiting the organization’s offices in Iowa City. Information for donors is available through the organization’s established website and social media presence. A monthly newsletter will provide the target market with information and success stories to raise awareness of the programs and affiliated causes promoted by ICCompassion. All of those connected to the organization will be informed of upcoming opportunities to get involved in the organization’s mission through volunteer efforts and donations.


Overall IMC Objectives & Strategy Campaign Objectives

Establish ICCompassion as a facilitator of the immigration process in the Iowa City area and strengthen the association of immigration with U.S. heritage and ideals. Due to the polarizing effect of immigration in U.S. politics at the present time, an effort to create greater community identification with immigrants and ICCompassion will be the focus of this campaign. It will speak to the patriotic and collaborative inclinations of the community; encouraging the target to take an active role improving their neighborhoods through meeting the needs of others. The community will be invited to discover the organization, explore its programs and services, and engage in ICCompassion’s mission.

Marketing Communications Objective

Reach 10% of the target market with the message of ICCompassion to raise awareness of the organization.

Financial Objective

Raise $24,000 in new donations to cover costs associated with the campaign and provide for service expansion.

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Creative Strategy Why are we advertising?

The Immigration Resource Center is the latest outreach by ICCompassion to provide immigrants and their families with the means and opportunities to become self-sufficient through the customized provision of physical necessities and community education. Financial donations remain low. Increased awareness and recognition of the struggles of immigration in the Iowa City area are necessary for fundraising efforts.

Whom are we talking to?

Educated professionals with U.S. citizenship in their late twenties to late forties. These full-time business women and men are interested in knowing everything that happens in the community. They need to feel good about themselves and secure in their neighborhoods.

What do they currently think?

They support opportunities for immigrants, but are not active advocates of reform. The infusion of new workers is not considered a threat. They are not personally connected with the issue and are unaware of ICCompassion’s existence and the specific needs of immigrants in their own community.

What would we like them to think?

These new arrivals are neighbors with similar hopes and dreams for their families. ICCompassion is an effective provider of community services that offers individualized assistance to these immigrants.

What is the single most persuasive idea we can convey? Here are my neighbors.

Why should they believe it?

Iowans are proud of their heritage. New immigrants are equally proud of their backgrounds and their new homeland. ICCompassion has a proven track record of facilitating the transition of these new arrivals.

Are there any creative guidelines or mandatories? Organization name, Microsite web address

Tone of Voice?

Personal. Empathetic. Informative.


Campaign Tactics In order to accomplish the objectives of awareness and fundraising, the following creative tactics will be executed over the course of a twelve month, three phase plan. The target will be invited to Discover ICCompassion to raise awareness and increase interest within the Iowa City community. Those who have expressed interest following the Discover phase will be invited to Explore the services and programs offered. Individuals who have participated in the previous two stages of the campaign will be persuaded to Engage with the organization’s mission. The three phase design will facilitate the achievement of objectives through the strategic outreach and consistent follow-up with potential donors. A significant emphasis will be placed on internal communications at the outset of the campaign. As historical results have revealed, the passionate participation of ICCompassion’s volunteers is critical to the success of this campaign. Members of the ICCompassion community must be informed of the elements of this campaign and persuaded to embrace their role in its success. Advertising t Direct Mail

Digital Media t Microsite t eNewsletter

Community Relations t t t t t

Media Relations

Kids’ Sports Team Sponsorship t Press Release: Heritage Fest Heritage Fest U of Iowa Informational Session Round-up Your Receipt Donor Tiers Internal Communications

Crisis Communications

t Volunteer Gala/Services Fair t Intro to Neighbor Campaign t Favorite Success Stories

t Crisis Management Team t Risk Assessment t Media Training

27


Internal Communications

Objective: Motivate volunteer participation in the campaign and provide information on specific opportunities for involvement.

Volunteer Gala/Services Fair

To kickstart the campaign, ICCompassion will host a dinner to honor the organization’s many dedicated volunteers. All persons who volunteered their time in the past twelve months will be invited to attend. These individuals will be thanked for their contributions and invited to peruse a “Services Fair” organized to showcase all programs provided by ICCompassion. In addition, a few pampering services especially for volunteers will be made available to attendees, such as a massage booth, caricatures, etc. Costs will be kept low through donations from local organizations and the participation of individuals who do not regularly volunteer for ICCompassion.

Introduction to Campaign

As a part of the Volunteer Gala’s festivities, all employees and volunteers will be introduced to the marketing communications campaign. An overview of the various tactics will be presented, with an emphasis placed on the theme of neighbors. Questions will then be fielded by those responsible for implementing the campaign and by members of the ICCompassion board.

Favorite Success Stories

Employees and volunteers will be encouraged to acknowledge service recipients who have made strides in their journey from poverty to self-sufficiency by submitting a favorite success story. These entries will be utilized as the featured stories in the monthly newsletter and updates to the microsite.


Discover

Objective: Launch the campaign and reach 10% of the target market with the message of ICCompassion.

Direct Mail

ICCompassion will approach target citizens of Iowa City through a direct mail campaign. Two waves of materials will be delivered. The first will occur in March at the start of the campaign with the second in June in advance of the Heritage Fest. This will increase name recognition for the ICCompassion brand and encourage recipients to explore the organization. This informational advertising tactic accommodates the organization’s budgetary restrictions while allowing for the presentation of more information to a specific audience that is already interested in the cause of immigration.

Kids’ Sport Team Sponsorship

In conjunction with the direct mail tactic, ICCompassion will be a neighbor to the Iowa City community and partner with local youth sports leagues to sponsor children’s sports teams. This will increase name recognition for the ICCompassion brand and place the organization directly in front of the parents that comprise the campaign’s target market.

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Explore

Objective: Raise awareness of ICCompassion within the Iowa City community and identify potential donors.

Microsite

A microsite dedicated to this campaign will be developed at the url: neighbor.iccompassion.org. This website will be designed as a tablet friendly page, featuring a Google Streetview-esque interface where visitors may travel through a virtual neighborhood. As they move from house to house, visitors will encounter the stories of individuals who have turned to ICCompassion for assistance. Interspersed with these stories will be the profiles of donors and volunteers who became neighbors to these individuals by supporting the services of ICCompassion. Visitors will have the ability to share any story via their preferred social media and click to learn how they can support their neighbors through volunteer and financial contributions.

Heritage Fest

On the weekend prior to the July 4th holiday, ICCompassion will organize and sponsor an international Heritage Fest, showcasing the diverse backgrounds of the Iowa City community. Exhibitions of ethnic cuisine, culture, arts and crafts will be featured throughout the day. Emphasis will be placed on the importance of immigration in the history of the U.S.. Festival goers will be invited to celebrate their own heritage, while learning more about the backgrounds of their neighbors in the community. In advance of this event, ICCompassion will reach out to local businesses, restaurants and artists to serve as vendors. Vendors will pay a $100 fee to cover the costs of city permits. The event will be presented within the context of ICCompassion’s campaign vision of discovering your neighbors and a celebration of diversity and heritage. Although this event will take place over the summer break, invitations will be delivered to the relevant academic programs and cultural groups at the University of Iowa.


Press Release: Heritage Fest

A press release detailing the activities of the Heritage Fest, the vision behind its creation, and an invitation for public participation will be delivered to local media outlets. Special emphasis will be placed upon the diverse heritage of the Iowa City community. The festival will be framed as a celebration of the freedoms available in the United States, in celebration of Independence Day, and acknowledging the origins of local citizens.

University of Iowa Informational Session

In cooperation with the University of Iowa’s International Programs, Center for Human Rights, and the Iowa Edge Student Organization, ICCompassion will host an informational lecture at the University. Attendees will learn about the international presence in Iowa City and the challenges faced by these members of the Iowa City community. Opportunities will be shared for students to get involved by volunteering with one of ICCompassion’s programs. Two sessions will be held, one in the spring semester and the second that fall.

31


Engage

Objective: Raise $24,000 in new donations to cover costs associated with the campaign and provide for service expansion.

eNewsletter

Visitors to the microsite and Heritage Fest will be invited to sign-up for a monthly email newsletter. This digital publication will highlight activities for individuals and families to learn more about their neighbors. Activities will include ethnic recipes, invitations to local cultural events, and invitations to engage in their own support of ICCompassion and its mission. Each edition will also feature a Favorite Success Story from one of ICCompassion’s recent service recipients.

Round-up Your Receipt

During the holiday shopping season, locally owned businesses will be solicited to support ICCompassion initiatives by providing their patrons with the opportunity to round up their receipt total. Customers of these establishments will be asked if they would like to round their sales total up to the nearest dollar, contributing the difference to support ICCompassion. Small displays will be provided to each business to place next to the cash register. Participating businesses will be featured on the ICCompassion website and in the email newsletter.

Donor Tiers

Community members invited to support their neighbors through ICCompassion will find four tiers of donations. Any person, family or organization that gives financially or with donations of time or gently used goods will be considered a “Neighbor of ICCompassion,” and will receive special invitations to ICCompassion events. Those who give above the one hundred dollar level will be named a “Friend of ICCompassion,” and will be publicly thanked via the nonprofit’s social media outlets at the time of the gift receipt. Gifts in excess of five hundred dollars will earn a title of “Supporter of ICCompassion.” These individuals and businesses will be recognized on the ICCompassion website. Any who contribute a gift greater than two thousand five hundred dollars will be noted as a “Partner of ICCompassion,” and will be acknowledged through each of the above mediums in addition to a prominent banner to be displayed in the entryway of ICCompassion’s main offices. To achieve the objective of raising $24,000 to cover the costs of this campaign and provide additional revenue to support the expansion of ICCompassion’s services, those who express interest in the organization and choose to explore its initiatives must be persuaded to donate. A donor pyramid has been constructed to highlight the giving objectives for each donor tier. Persuasive messaging will be presented through personal interactions at the Heritage Fest, an option to support your neighbors on the microsite, and regular opportunities to contribute mentioned in the monthly newsletter. This campaign aims to encourage 135 new donors to become a Neighbor of ICCompassion and engage with the organization’s mission through charitable donations.


Crisis Communications Objective: Identify organization members responsible for crisis communications and prepare action plan for timely response.

Crisis Management Team

In the event of a crisis, a preselected team will congregate to craft a unified response. The Crisis Management Team’s release will be delivered first to all volunteers and employees via email and telephone tree. Depending on the crisis, releases will subsequently be issued to local media outlets and to ICCompassion’s donors and followers via the established newsletter distribution list and Facebook page. The Crisis Management Team will consist of: t Teresa Stecker, Director t Ginny King, President t Marketing & Communications Director t 3 Selected Board Members

Risk Assessment

ICCompassion may confront controversial situations in the event of a surge in deportations in the Iowa City area, a crime committed by an immigrant with ties to ICCompassion, or discovery of misuse of donations and other resources. In these situations, the Crisis Management Team will be assembled to craft a comprehensive response. An official statement will be issued to the media. All employees, volunteers, and donors will be notified via an email from Teresa Stecker, Director of ICCompassion. If appropriate, a message will also be posted to the ICCompassion website and links to the page distributed via the nonprofit’s social media outlets.

Media Training

The presentation of a unified front in the face of a crisis is imperative. Therefore, all employees and volunteers that monitor ICCompassion’s communication outlets (phone, email, website, and social media) will be provided with media training. These individuals will be instructed in proper methods of handling requests from the media. In addition, these members of the ICCompassion network will be responsible for the internal distribution of information in a time of crisis. As a component of these training sessions, specific assignments will be given and instruction on how to properly announce crisis responses via email, phone, and social networking. Media training will be repeated biannually.

33


Campaign Timeline A strategic timeline was chosen to facilitate a successful campaign. Creative tactics are concentrated in June and July around the Heritage Fest and in November and December to coincide with the holiday shopping season and end-of-year donations. Once launched, the Donor Recognition, Microsite, and eNewsletter tactics will run throughout the year. The campaign will launch in January with the Volunteer Gala celebration. As this is a volunteer-based organization, the participation of the existing donors will be critical. Donor recognition tactics will be immediately implemented. Media training will be provided the following month to provide volunteers with necessary training in advance of the primary outreach initiatives. As this will be a biannual activity, a second training session will be held in August. The first direct mail pieces and the microsite will launch in February to create the initial outreach and information destination for the target. To reach the target and maintain growing interest in immigration and ICCompassion, the organization will host the first Informational Session at the University of Iowa, sponsor kids’ athletics, and publish the first eNewsletter in the spring. The Heritage Fest and preceding press release will occur before the July 4th holiday to tie the celebration to the freedoms recognized on Independence Day. To continue the campaign’s momentum into the fall, ICCompassion will host a second Informational Session at the University in October. This will lead up to the Round-up Your Receipt initiative over the holiday shopping season.


JAN

FEB

MAR

APR

MAY

JUNE

JULY

AUG

SEPT

OCT

NOV

DEC

Volunteer Gala Meeting Media Training Direct Mail Microsite Sport Team Sponsorship eNewsletter Heritage Fest Press Release UI Informational Session Round-up Your Receipt Donor Recognition

35


Campaign Budget This campaign is volunteer driven. The components of this plan rely upon the volunteer efforts of ICCompassion’s established support network. Charitable donations and discounts from area businesses will also reduce costs. Expenses that must be covered by the organization are detailed on the opposite page. Revenue will be acquired through donations, as shown in the donor pyramid, and $600 in fees charged to vendors at the Heritage Festival. The return on investment for this campaign will be 484%. With such an ROI over the course of twelve months, dependent on the receipt of charitable donations and adherence to expected costs, this campaign can be expected to generate $4.84 from every $1 spent.


Return on Investment Revenues Costs ROI

IMC Initiative Costs

$ 24,600 $ 4,215 483.63%

Volunteer Gala Kids’ Sport Team Sponsorship Direct Mail Microsite Development Heritage Fest Donor Recognition Banner Crisis Management Reserve Total IMC Costs

Revenue Streams

Donations Vendor Fee Total Revenue

$ 24,000 $ 600 $ 24,600

$ 550 $ 120 $ 675 $ 550 $ 1,200 $ 120 $ 1,000 $ 4,215

With an ROI of 483% in Y1, we can expect this project to generate $4.84 from every $1.00 we spend.

2%

3%

Jan Donation Revenue Vendor Fee Revenue

Feb

$ 480 $

5%

$

720

0

$

0

Total Revenue

$ 480

$

720

Total IMC Costs

$ 550

$ 887.50

Margin Profit/Loss

$ (70)

$ (167.50)

5%

8%

12%

Mar

Apr

May

$ 1,200

$ 1,200

$ 1,920

$

0

$

0

$ 1,200

$ 1,200

$

$

0

$ 1,200

$

14%

June $

2,880

0

$

600

$ 1,920

$

3,480

10%

8%

8%

10%

15%

100%

July

Aug

Sept

Oct

Nov

Dec

Totals

$ 3,360

$ 2,400

$ 1,920

$ 1,920

$ 2,400

$ 3,600

$ 24,000

$

0

$ 3,360

$

0

$ 2,400

$

0

$

0

$

0

$ 1,920

$ 1,920

$ 2,400 $

120

$ 500

$ 937.50

$ 600

$ 120

$ 500

$

$ 1,080

$ 1,420

$ 2,542.50

$ 1,420

$ 2,280

$ 1,420

$ 1,920

0

0

$ 2,400

$

0

$ 3,600 $

$

600

$ 24,600

0

$ 4,215

$ 3,600

$ 20,385

37


Evaluation & Conclusion Evaluation

The success of this campaign will be measured through a mix of digital analytics and donor/volunteer efforts. Visits to the microsite and monitored links embedded into the email newsletters will offer insights into readership and a comparison to the distribution list will reveal potential reach of word of mouth through email forwards. In addition, trends to the existing ICCompassion website and online search queries will be reviewed to identify increases in interest of ICCompassion and its mission. Social networks will be monitored to follow ongoing conversations involving the programs and promotions of ICCompassion. Additional campaign evaluation will be accomplished through event turnout to the Heritage Fest and a subsequent survey delivered to those who sign-up for the ICCompassion newsletter. Increases in volunteers and donations will be analyzed to identify correlated promotional outreaches and recognize the success of timely initiatives. The response of media outlets to ICCompassion press releases will reveal general interest in the organization within the community.


Conclusion For hundreds of years, individuals and families from around the world have come to this country in search of new opportunities. Their journeys began in different ways, but they all came with the same goal: A better life. Within the Iowa City community, ICCompassion offers a portfolio of services that lead to tangible life change for service recipients. Those who come to the organization for assistance are met in whatever circumstance they may find themselves. Through personalized services and a commitment to every individual, the volunteers of ICCompassion empower the disadvantaged and downtrodden. They become a neighbor to these new arrivals and struggling individuals in their community. ICCompassion is recognized for this dedication and success by other nonprofits in Iowa City, and has the potential to expand its service to impact the lives of more local residents. ICCompassion has become a neighbor to these new arrivals in Iowa City. It is time for the community to meet these new neighbors. Through this strategic marketing communications plan, ICCompassion will provide those in the community with an interest in immigration with the opportunity to discover this organization. Those who choose to respond to this invitation will be given the chance to explore ICCompassion to learn more about its impact and commitment to the Iowa City community. From this, new donors and volunteers will be identified and encouraged to engage with ICCompassion’s mission. ICCompassion is more than a nonprofit, it is a community. With the help of new neighbors, the ICCompassion community will see many new individuals and families reach their destination as self-sufficient citizens of the United States of America.

39


Appendices Sources

............................................................................... 41

Execution ............................................................................... 42 Survey

............................................................................... 48

Focus Group

...................................................................... 52


Sources Caring Hands & More. Caring Hands & More, n.d. Web. 16 Jan. 2013. <http://www.caringhandsandmore.com>. “Family Households by Number of Own Children Under 18 Years of Age: 2000 to 2010.” Statistical Abstract of the United States: 2012. U.S. Census Bureau, 2012. Web. 21 Jan. 2013. <www.census.gov/compendia/statab/2012/tables/12s0064.pdf>. ICCompassion. Christian Culture Community. Web. 25 Nov. 2011. <http://www.iccompassion.org>. “ICCompassion.” Facebook. Iowa City Compassion Center, n.d. Web. 6 Mar. 2012. <http://www.facebook.com/iccompassion>. “ICCompassion.” Twitter. Iowa City Compassion Center, n.d. Web. 6 Mar. 2012. <https://twitter.com/ICCompassion>. “Iowa City, Iowa.” City Data. N.p., 2011. Web. 8 Mar. 2012. <http://www.city-data.com/city/ Iowa-City-Iowa.html>. “Iowa City QuickFacts.” U.S. Census Bureau. 25 Nov. 2011. Web. 16 Jan. 2013. <http://quickfacts.census.gov/qfd/states/19/1938595. html>. Iowa Immigration Education Coalition. IIEC, n.d. Web. 16 Jan. 2013. <http://www.iowaimmigrationeducation.org>. “Johnson County, Iowa.” Social Explorer. The Association of Religion Data Archives, 2009. Web. 8 Mar. 2012. <http://www.socialexplorer. com/pub/ReportData/htmlresults.aspx?ReportId=R10200526&TablesPerPage=50>. “Johnson County QuickFacts.” U.S. Census Bureau. 25 Nov. 2011. Web. 21 Jan. 2013. <http://quickfacts.census.gov/qfd/states/19/19103. html>. Jones, Jeffrey M. “Americans’ Views on Immigration Holding Steady.” Gallup. N.p., 22 June 2011. Web. 25 Nov. 2011. <http://www. gallup.com/poll/148154/Americans-Views-Immigration-Holding-Steady.aspx>. Lutheran Services in Iowa. Lutheran Services in America, n.d. Web. 16 Jan. 2013. <http://www.lsiowa.org>. Saad, Lydia. “Majority of Americans Urge Gov’t Action on Border Control.” Gallup. N.p., 22 June 2011. Web. 25 Nov. 2011. <http://www. gallup.com/poll/148160/Majority-Americans-Urge-Gov-Action-Border-Control.aspx>. “Unemployment Demographics.” Department of Numbers. Ed. Ben Engebreth. N.p., n.d. Web. 25 Nov. 2011. <http://www.deptofnumbers. com/unemployment/demographics/>. United States. Dept. of Justice. “Board of Immigration Appeals.” 2011. Web. 27 Nov. 2011. <http://www.justice.gov/eoir/biainfo.htm>.

41


Direct Mail - Neighbor Front Back


Direct Mail - Neighbor Front Back

43


Direct Mail - Heritage Fest Front Back


June 2013 PRESS CONTACT: Teresa Stecker Director teresa@iccompassion.org (315) 338-1550 For Immediate Release:

Press Release - Heritage Fest

Heritage Fest - A celebration of freedom and diversity to be hosted by ICCompassion Iowa City, IA — ICCompassion, the first nonprofit to offer immigration consultation services in Iowa City, will host a celebration of freedom and diversity on Saturday, June 29, from 11 AM to 3 PM in Towncrest Center. This event is open to all Iowa City residents wishing to honor those who have come before to make possible the freedoms we enjoy today. The event is free and open to the public. The first annual Heritage Fest will give Iowa City residents the chance to enjoy ethnic displays of food, culture, arts and crafts from local vendors as they recognize the privilege of life in this country and remember the ancestors who made it possible. At some point in our family history, we can all find a relative who came to this nation in search of a better life. We enjoy our privileged freedoms because those ancestors took a leap of faith, made the journey, and sacrificed for our future. In our celebration of Independence Day, the Heritage Fest remembers those brave women and men who have made it all possible. Festival goers will also find the opportunity to learn more about ICCompassion’s mission to welcome the next generation of pioneers. Through the organization’s Immigration Resource Center, ICCompassion recognizes the struggle of these new neighbors in the Iowa City community. Through immigration assistance and the provision of an array of services, ICCompassion facilitates their transition to a self-sufficient life in the United States. For more information on this and other services of ICCompassion, visit www.ICCompassion.org.

_________________

About ICCompassion — ICCompassion is a nonprofit organization with a mission of helping people move from poverty to self-sufficiency with open solutions. The organization provides service beneficiaries with individualized programs intended to facilitate this transition to self-sufficient living. In 2012, ICCompassion established the Immigration Resource Center to provide Iowa City residents with affordable immigration consultations.

###

45


Microsite


Round-up the Receipt - Display

47


Survey

You must be 18 years of age or older to complete this survey. As a participant, you retain the right to refrain from answering any question you do not feel comfortable answering. You may leave this survey at anytime. The following questions are intended to identify the various influences on your decisions regarding charitable donations. Please read the following instructions carefully, in order to provide the most accurate responses. All information will remain confidential. Section 1 Are you familiar with the ICCompassion? Yes ☐ 30.70% No ☐ 69.30% If no, please skip to the next section. If yes, how would you rate your opinion of the organization? Unfavorable ☐ 7.50% No opinion ☐ 22.50%

Favorable ☐ 70.00%

Do you believe ICCompassion is fulfilling an important role in the Iowa City community? Yes ☐ 72.62% No ☐ 2.38% No opinion ☐ 25.00% Are you familiar with the new Immigration Resource Center initiative? Yes ☐ 57.47% No ☐ 42.53% If no, please skip to the next section. In your opinion, is this an area in which ICCompassion should be invested? Yes ☐ 72.62% No ☐ 3.57% No opinion ☐ 23.81%


Section 2 The following questions are a reflection on the excerpt from the ICCompassion website (iccompassion.org) below. Please read the quote below and answer the questions based on your perception of the organization. ICCompassion exists to see the potential in the disenfranchised of the Iowa City community and to see compassion in action. The organization works to connect social service organizations and followers of Christ to meet the needs of people who desire to move from a life of poverty to one of self-sufficiency. With the creation of the Immigration Resource Center, ICCompassion will actively assist in the provision of resources to those struggling through the immigration process. This will include obtaining affordable legal counsel, assistance with immigration applications, and other services aimed to offer community members the guidance required to obtain legal immigration status. Please answer the following questions to describe your perception of ICCompassion, based on the statements above. Do you believe ICCompassion is fulfilling an important role in the Iowa City community? Yes ☐ 79.17% No ☐ 2.38% No opinion ☐ 18.45% If you previously knew about ICCompassion, does this description change your opinion of the organization (either positively or negatively)? Yes ☐ 11.31% No ☐ 31.55% Did not know the ICC ☐ 57.14% Does the organization’s Christian origins affect your perception of the nonprofit? Yes ☐ 55.42% No ☐ 44.58% If yes, how?

Positively ☐ 58.97%

Negatively ☐ 3.21%

I answered “No” ☐ 37.82%

In your opinion, should a Christian organization be involved in immigration? Yes ☐ 75.60% No ☐ 4.76% No opinion ☐ 19.64%

49


Section 3 For each factor below, please identify its importance to you in a decision to donate to a nonprofit organization. Importance includes your intention to discover the stated information, and the impact your findings might have on your decision. Unimportant Very Important Organization’s mission statement

☐ ☐ ☐ ☐ ☐ 2.34% 6.07% 21.96% 24.30% 45.33%

Testimonials from program beneficiaries

☐ ☐ ☐ ☐ ☐ 8.96% 12.26% 27.83% 31.60% 19.34%

Potential tax benefits to you

☐ ☐ ☐ ☐ ☐ 30.00% 29.52% 26.19% 10.00% 4.29%

Public financial records

☐ ☐ ☐ ☐ ☐ 14.90% 20.67% 31.73% 18.75% 13.94%

Referrals by friends/family

☐ ☐ ☐ ☐ ☐ 4.31% 17.70% 30.14% 29.67% 18.18%

The financial stability of the organization

☐ ☐ ☐ ☐ ☐ 2.87% 10.05% 29.67% 29.19% 28.23%

Public statements by a Board of Directors Success stories/anecdotes

☐ ☐ ☐ ☐ ☐ 16.43% 36.23% 27.05% 12.56% 7.73% ☐ ☐ ☐ ☐ ☐ 4.76% 13.81% 27.62% 29.05% 24.76%

Opportunities to get involved through volunteering

☐ ☐ ☐ ☐ ☐ 14.08% 23.79% 36.41% 16.02% 9.71%

501(c) (3) status

☐ ☐ ☐ ☐ ☐ 25.64% 24.10% 28.72% 9.74% 11.79%

Detailed documentation of organization’s outreach

☐ ☐ ☐ ☐ ☐ 4.85% 18.93% 30.10% 25.73% 20.39%

Disclosure and amount of executive compensation

☐ ☐ ☐ ☐ ☐ 10.14% 20.77% 29.47% 20.77% 18.84%

Reviews on external websites like BBB and GuideStar

☐ ☐ ☐ ☐ ☐ 13.59% 25.73% 28.16% 19.90% 12.62%


Section 4 Thank you for taking the time to complete this survey. Please fill out the following information to help us better understand your responses. All information will remain anonymous. Male ☐ 37.50%

Gender

18-29 ☐ 13.89% 60-69 ☐ 12.50%

Age

Highest Completed Education

Female ☐ 62.50%

30-39 ☐ 16.20% 70-79 ☐ 9.72%

40-49 ☐ 16.20% 80+ ☐ 1.39%

High School ☐ 14.95% Graduate ☐ 27.10%

Marital Status

Single, Never Married ☐ 15.21% Divorced ☐ 9.22%

Annual Income

Below $29,000 ☐ 18.06% $75,001-150,000 ☐ 26.85%

Religious Affiliation Protestant Christian Roman Catholic Evangelical Christian Jewish Muslim Hindu Buddhist Atheist Agnostic Other

50-59 ☐ 30.09%

College ☐ 43.46% Post-graduate ☐ 14.49%

Married ☐ 71.43% Widowed ☐ 2.76%

$29,001-50,000 ☐ 24.07% $150,001-250,000 ☐ 1.39%

Separated ☐ 1.38% $50,001-75,000 ☐ 20.83% Over $250,000 ☐ 0.93%

☐ 5.07% ☐ 37.79% ☐ 47.00% ☐ 0.00% ☐ 0.00% ☐ 0.00% ☐ 0.00% ☐ 0.46% ☐ 1.38% ☐ 8.29%

Thank you for your time and attention. If you have any questions or would like more information about this survey, please contact blankemj11@bonaventure.edu. If you have concerns or wish to contact the university, please send a message to the St. Bonaventure University Ombuds Officer. Dr. Gary B. Ostrower ostrower@sbu.edu 716-375-2553

51


Focus Group

Welcome. Thank you for participating in this focus group. My name is Michael Blankenship, and I am a graduate student in the marketing communications program at St. Bonaventure University and serve as a communications strategist with the ICCompassion. You have been selected to take part in this focus group discussing the work of not for profit organizations. The purpose of this session is to hear your thoughts on nonprofits and the issue of immigration within the United States. Our format today will be simple. I will pose a question to the group, after which, we will hear from each of you. There may be some follow up questions, and please feel free to contribute any relevant information to our conversation. I will also provide each of you with a flyer highlighting a new outreach by the ICCompassion. You will have five minutes to review the document before we begin a discussion, focusing on your impressions of the nonprofit organization and its new mission. Before we begin, I want you to remember that there are no right or wrong answers in our discussions. You may refrain from answering any question you do not feel comfortable answering. That being said, I would like to hear from each member of the group, as all of your responses are valuable to this research. This session will be recorded so that it may be referred to at a later time. Please relax, enjoy the refreshments provided, and at the end I will answer any questions you may have for me. Introductions: Let’s begin by introducing ourselves. Please state your name, occupation, and favorite holiday pastime to the group. Nonprofit Questions: Do you regularly give to a not for profit organization? Why/why not? t Do you give financially, volunteer, donate items? How often? t How did you learn of the organization (personal connection, website, etc)? What factors generally influence your donation decisions? t Do you research an organization prior to giving? What tools do you use (organization’s website, Better Business Bureau/ similar sites, personal reviews, etc)? t Do you contact the organization before making a donation? How important is the mission of the nonprofit? t Do you research the organization’s mission? t What are some areas you are most passionate about supporting? t What kinds of causes might you not support? Have you ever regretted making a donation? t What prompted you to give? t When did you decide it was not the best choice?


What is your opinion of nonprofit advertising? t Do you feel it is a proper use of resources? t What mediums are appropriate for nonprofits to use (TV ads, billboards, telemarketing, print based, online, etc)? Immigration Questions: When you hear the word “immigration” what is the first thing that comes to mind? t Do you feel positively or negatively towards it? What is your opinion of those who come to this country without the government’s approval? t Should they be deported? Made citizens? Granted visas? t Should American citizens support undocumented immigrants? Flyer Response: What do you think of this organization? t Do you feel this is an appropriate focus for the organization? t Would you support its work? t Do you need more information to make a decision? What would you like to know? How would you feel if you learned an organization you supported began working with individuals without legal immigration status? t Would you continue to donate to that organization? t Would it make a difference if this new outreach focused on assisting documented immigrants apply for citizenship? Is the level of assistance provided to illegal immigrants a factor? If you could say one thing to the people behind this new initiative, what would it be? Conclusion: Thank you for participating in today’s focus group. I have enjoyed this time to speak with you. Your opinions and feedback have been very useful. Please enjoy more refreshments. Do you have any questions for me?

53


Š2013 Michael Blankenship


Become a Neighbor: An Integrated Marketing Communications Plan for ICCompassion in Iowa City, IA