Executive Statement Seeking corporate sponsorships can be an overwhelming process. But, it is vital for any nonprofits success. When Prince, Hinds, Richard and Montgomery began studying how this processes worked many things began clear. Nonprofits must be engaged in their community to be on the radar of local corporations. They must always be on the lookout to educate the community and their target market on their mission and the benefits of the nonprofit. Over the past semester, we conducted extensive secondary research to understand the best process of seeking corporate sponsorships. In addition, we also conducted interviews with local nonprofit developers to gauge how organizations in the area fundraise. All of these insights let us to develop a thoughtful and tactful campaign for UNITY. On the following pages, we present the strategies and executions that will be effective increasing corporate sponsorships and fundraising for UNITY. Our campaign is a two-part process designed to increase awareness and sponsorships amongst the community and local corporations. This campaign can be emulated in multiple communities and will reinforce UNITY’s core values. Prince, Hinds, Richard and Montgomery is confident that implementing this campaign will increase UNITY’s fundraising and corporate sponsorships.
Table of Contents
UNITY United National Tribal Youth, Inc., a National network organization with 35 years of service promoting personal development, citizenship, and leadership among Native American youth. Headquartered in Oklahoma the youth councils are well developed in Arizona, Montana, and California.
Target Market Analysis
UNITY’s mission is “to foster the spiritual, mental, physical and social development of American Indian and Alaskan Native youth and to help build a strong, unified and self-reliant Native America through greater youth involvement.”
UNITY is a network of youth councils across the nation. UNITY knows that Native American youth have the potential to make a difference and these councils aid in organization and preparation. Each council determines their activities by their communities needs. In addition to community service opportunities council members are able to attend the UNITY National Conference. These conferences feature motivational messages, team building exercises, leadership and personal development workshops, cultural exchange, youth variety show, education and career fair, banquet and exhibits.
Target Market Analysis SONIC:
At SONIC, our Core Values are integrated into every aspect of our business, including the ways in which we engage in business relationships, develop community relationships and partner with our colleagues to be active members of the communities where we operate.
Investing In Our Communities http://www.chk.com/Community/Pages/Default.aspx Chesapeake’s sense of civic commitment provides a bountiful harvest of benefits to cities large and small. We partner with groups and organizations across all of our operating areas to improve the communities our employees, contractors, vendors and land and mineral owners call home. We believe the success of our business depends on the strength, goodwill and vitality of those communities. Most importantly, we believe it is the responsibility of every successful business to share success with its neighbors. Chesapeake supports charitable organizations and programs that focus on the following: • Arts and Culture • Community Development • Education • Environment • Health • Social Services
Core Values* • Respect for everyone touched by the SONIC® brand. • Entrepreneurial spirit and the power of the individual. • Importance of relationships as a way of life. • Doing different, special and better things to surprise and delight everyone touched by the SONIC brand.
*These core values guide our interaction with our stakeholders, including customers, employees, community partners and supply partners.
Arvest: As a successful organization, Arvest Bank has the responsibility to support non-profit organizations that enhance the quality of life in the markets we serve. Due to the demand for funds being well in excess of our giving capacity, our contributions will be limited to those organizations located in our local communities. To assist in determining the organizations that will be considered for support, below is a list of categories from which requests will be reviewed: • Education • Community Development • Economic Development • Environment • Health • Human Services • Cultural Activities
JPMorgan: Education We invest in programs and services that increase economically disadvantaged children’s access to high-quality educational opportunities. Our focus is on helping students enrolled in public K-12 schools acquire the knowledge and skills they need to become productive, engaged citizens. What we support: • Development of instructional leaders • Implementation of innovative curricula • Deepen teacher content knowledge • Strengthening of instructional strategies • Strengthening district capacity to support innovation • Extending learning opportunities • College access initiatives • Dissemination of best practices Arts & Culture Communities thrive when rich, cultural resources are readily available and accessible to residents. In our Arts and Culture grantmaking, we look for opportunities to integrate the arts into children’s educational opportunities and position arts organizations and artists as key drivers of local economic renewal. What we support: • Arts programs in schools and after school • Building the capacity of community-based arts institutions • Initiatives that stimulate the creation and growth of local cultural economies • Broaden access to artistic excellence and diversity by partnering with major arts and culture groups
What makes a donation application competitive? • Affordability and sustainability • Lasting impact on the community • Significant and measureable outcomes • Potential for collaboration with other complementary endeavors
Devon Energy http://www.dvn.com/CommunityRelations/Pages/CorporateGiving.aspx#terms?disclaimer=yes Devon is committed to being a strong corporate citizen in the communities where the company has operations. Devon invests in community initiatives that focus on youth and education, the environment and emergency response as well as cultural activities and social services. We believe that investing in these and other charitable initiatives will help the people, organizations and communities in areas where we operate to grow and succeed. Devon’s Corporate Giving Program reflects the company’s desire to be a good corporate citizen – socially, environmentally and culturally. Devon’s Corporate Giving Program supports: • Health and Human Services • Civic and Community • Youth and Education • Arts and Culture • Environmental • Emergency Response
Research “Successful fund-raising is simply hard work on the part of the thoroughly prepared.” - Raise-Funds.com 1. Board of Trustees willing to represent the organization in the community and be willing to ask for donations. 2. Create a base of corporate, foundation and individual donors. 3. Start a database of committed volunteers 4. Institute programs and events that reach out to those who are able to make major contributions. 5. Assist Trustees in developing a volunteer network of community leaders and executives who solicit for the organization. 6. Plan, initiate and produce other appropriate campaigns (i.e. scholarships & annual campaigns). 7. Institute a recognition program for major donors.
Motivations to give to a non-profit
• Employee Recruitment: Corporations, law firms, universities and more often find that potential employees want to work with an engaged company. • Philanthropic nature: fulfills humans need to serve. • Mandated Contributions: some corporations may be required to donate a certain amount a year.
Growing Your Small Business through Sponsorships & Promotional Giveaway’s:
By: Elyse Cabral • The ideal situation is to supply or assist with supplying promotional sports products that are branded with the your logo and other important contact details as these are the items that they players will be wearing each week • By using sponsorships as a way to grow your business not only will your new company be doing a great deed in providing much needed sponsorship to local clubs and teams but the promotional marketing will work for your company throughout the whole sporting season.
Getting Corporate Sponsorships:
By: Michael Gerber • Tell him or her that it is their kind of leadership that most importantly represents the stories your customer/clients need to hear. Book an appointment and the rest will come.
Securing Corporate Sponsors: •
By: Kyle Zimmer Don’t Talk to Strangers: Get to know the company/industry. Before the first interaction, do your homework regarding the company and their industry. What are their major business goals? How successful have they been? What is their footprint geographically? Who are their competitors? What group constitutes their most important demographic?
Keep Your Eyes on the Prize. Although your ability to integrate the corporate partner’s business into the initiative is essential to success, the reverse is not true. Your mission is your job – not theirs. For this reason, when you design a partnership, you must be as clear about what your organization needs from the transaction as you are about your assets. Budgets must compensate your organization for the value you are bringing to the table – and more – to enable you to further your goals.
Be About Business. If nonprofits want to be treated like business partners, we have to maintain the highest professional business standards in our relationships and set new records in customer service. Treat the corporate partner as a customer whose best interests are your own, worry about the details (NO TYPOS!) and check in regularly for feedback – both positive and negative.
• Innovating the Marriage. Above all, we have to be fearlessly innovative as we encourage this marriage of private and social sector players. Be resourceful. Great ideas don’t always have big price tags.
Corporate Sponsorship Toolkit:
By: Council of Nonprofits Nonprofits should consider these “readiness” factors before engaging in corporate sponsorship relationship.
Have you: 1. Identified the value proposition that will attract a business to sponsor your nonprofit’s mission or special event? (what will meet the business needs of the sponsor?) 2. Defined what “success will look like” for the nonprofit? 3. Documented the expectations for deliverables in writing? (Most successful sponsorships are based on a written sponsorship agreement) 4. Determined the accounting and tax implications of the transaction with the sponsor and structured the sponsorship accordingly?
SWOT Analysis Internal
• Non-Profit Certified
• Weak Brand Identity
• National Organization
• Inability to communicate effectively against common misconceptions
• Youth Education based • Youth Volunteers
• Needs internal work in organization, education, marketing, advertising, financial • Unprofessional e-mails • Weak value in OKC • No transportation for student councils in OKC • No Indian Reservations in Oklahoma
• Create unique experiences for youth of Native American descent
• Common misconceptions: Native Americans receive money from casinos and leading tribes
• Create Awareness of UNITY within OKC and nationally
Preconceived Notions: lawsuits between state and Tribes not affiliated with UNITY or Native American youth potentially leads Corporations to not want to tarnish their name with relation to a Native American group.
• Other youth based not for profit organizations who are also seeking money • Economic downturn resulting in less money to be given by Corporations
Number of nonprofit’s who are members of the Oklahoma Center for Nonprofits – UNITY is not listed.
Some of these organizations that are in direct competition with UNITY are:
• • • • • •
Big Brothers and Big Sisters of Greater Oklahoma City Boys & Girls Club of Oklahoma County Camp Fire USA Salvation Army Boys and Girls Club of Oklahoma City YMCA of Greater Oklahoma City Youth Services for Oklahoma County
Each of these prominent Oklahoma City organizations are in direct competition for potential funds from businesses in the region. Each of these organizations specifically serves local youth.
Campaign Strategy Marketing Objectives
Identify the top five potential Corporate Sponsors and have two secured by the 20132014 fiscal year.
Big Idea Communication Objective Build trust and interest amongst our target market by generating a carefully crafted awareness campaign designed to increase funding and support.
Tone of Advertising
The tone of the Advertising for UNITY will be created to educate and inspire the target market. We know to grow corporate sponsorships UNITY must be in the public eye and become a nonprofit that the public is aware of and supports. By educating and inspiring the target demographic UNITY will be at the forefront of the consumers minds and will become a trusted nonprofit.
UNITY is the nonprofit who will provide you with the best opportunity to give back to local youth and create future engaged citizens while providing your company with a positive community presence.
Seek media which offer maximum opportunity to effectively portray the positive impact UNITY has on the community.
Prince, Hinds, Richards & Montgomery concluded through both primary and secondary research, that UNITY cannot reach their fundraising goals without first becoming an active and trusted member of the community. This led us to create a campaign that will be broken into two sections – the first “EDUCATE & ENGAGE” and second “EMPOWER.” The two-part campaign will allow UNITY to fully EDUCATE their prospects through events specifically geared to showcase UNITY’s core values and sponsorships that reflect their commitment to be actively ENGAGED in their community. UNITY will EMPOWER corporations within the community to make a difference in the lives of Oklahoma City youth by becoming a sponsor. The $100,000 fundraising campaign will target the five corporations that Prince, Hinds, Richard & Montgomery identified as UNITY’s top potential donors in addition to secondary prospects. Based on the National Fundraising Corporations model, the campaign is broken up into tears of target corporations. This allows for easy implementation and makes $100,000 attainable. This campaign will be implemented after the peek of UNITY’s involvement to capitalize on their current awareness within the community.
Public Relations Red Earth: Native Exchange Booth
For more than 33 years Red Earth, Inc. has been recognized as the primary multi-cultural resource in Oklahoma for advancing the understanding of Native American traditional and contemporary culture. UNITY needs to become a part of this community to build relationships with those who would be interested in starting Youth Council in the OKC area. Red Earth occurs annually in early June.
$500/2% (OKC Chamber)
UNITY will join the Greater Oklahoma City Chamber of Commerce to begin networking with prospective donors and sponsors. This membership will last all year and will be renewed annually.
UNITY will sell art at the Festival of the Arts in OKC from every community that has Youth Council. A portion of each sell will benefit UNITY and they will also be able to showcase the positive impact the organization has on their communities. The arts festival occurs in late April.
Rowing Team Sponsorships
Another PR tactic to giveback to the community and engage with the target is a sponsorship of a golf tournament. UNITY will sponsor the annual Make a Wish Foundation “Wish Upon a Par” tournament providing hole sponsorships and giveaways. The tournament occurs annually in May.
A PR effort designed to bring UNITY in the forefront of our target market’s mind is a sponsorship of a local rowing team. Rowing is an upcoming sport and is especially popular among our target market. It is important that UNITY to become immersed in the community and become a part of the target markets interests. The sponsorship will occur during peek rowing season times in April, June and August.
The soon to be built park just south of downtown I-40 will be a central hub for downtown life. UNITY will sponsor a section of the park to ensure they leave their mark on an upcoming attraction in the OKC area.
We have designed events that fall under UNITY’s core values of continuing and improving the environment, education, family, culture & economy.
UNITY will provide four (4) $1,000 scholarships to an Oklahoma City High School senior who have displayed their previous commitment to their community in the following areas of environment, education, family, culture, or economy. The application process will occur in April and will include a required video posted on YouTube explaining how they have exemplified these qualities.
UNITY will participate in one of the biggest Native American celebrations in Oklahoma the Red Earth Festival. By having an informational booth at the festival they will be able to recruit potential youth members and create a strong identity among the Native American community. The festival occurs in early June.
Guerilla Marketing Youth Council Cutouts:
$3,225/13% (75 at $43.23 PartyStandUps.com)
UNITY will create cutouts of youth that will represent the youth council that Oklahoma City is missing. The cutouts will be placed Leadership Square in Downtown Oklahoma City. This visually impactful Guerrilla Marketing strategy will create buzz in the community and generate interest in UNITY.
UNITY will become a part of the day -to -day lives of the businessmen and woman of downtown. This tactic is designed to meet our target market in their environment and create awareness of UNITY in the OKC area by having walking advertisements in the underground walking system. This tactic will run in mid August for 10 days.
Social Media Social Media is the most cost effective way to reach out to the community and to your future prospects. Platforms such as Facebook, Twitter, YouTube and the UNITY website will provide a direct line from the nonprofit to the community. These are the most cost affective and with spending at least five to ten hours a week on updating, tweeting, and communicating will increase the face of UNITY and creating a positive brand image in the minds of those online.
Facebook A current UNTIY Facebook page already exists with over a thousand “Likes” and just over twenty pictures. This networking site offers great opportunities to connect to members of the youth councils around the country in addition to creating a presence online for those interested in supporting UNITY. The current UNITY page has not been updated since the Facebook timeline switch. This causes the page to look not engaging and confusing for the consumer. In order to create awareness online, UNITY must begin a regular conversation with the target market. It is vital that UNITY does not talk at the market but rather has an open conversation. These conversations can include what going on the communities and how they enjoyed UNITY events.
Twitter Like Facebook, Twitter is also a fantastic opportunity for social media networking. UNITY does not currently have a Twitter account, however the @unityinc handle is available. Weekly, if not, daily tweets should be posted to twitter page. These tweets will follow the same updates as the Facebook page. As the Twitter account becomes more popular with followers the amount of retweets will reach more community members interested in UNITY’s organization.
YouTube The YouTube link on UNITY’s website takes the consumer to a search page. UNITY needs an official account to feature videos from key events and youth councils around the country. These videos do not need to be produced directly by the organization but should reflect the core values and current activities of the nonprofit.
Website The website is in need of the most work, and should be done promptly. Some of the links are broken or do not redirect to the correct web address. The Facebook, Twitter, MySpace, YouTube, and RSS feed buttons should all be moved to the banner that is displayed on every page. The news that is featured on the website is outdated and does not provide relevant information. A regular update of news and events is crucial for the consumer who is researching the nonprofit. In addition, contact information for UNITY staff needs to be featured and professionalized.
Digital YouTube Scholarship Video Contest We recommend that after establishing an official YouTube channel, UNITY use this as a way to offer their scholarship(s). High school seniors could submit their entries/applications through their own YouTube video. In their entry, they should explain how they have exhibited UNITY’s core values throughout their years in high school. Videos should be submitted as a response video to an initial video posted by UNITY on their official YouTube page.
Social Media Hub
In order to better utilize each of these social media outlets efficiently, we recommend that UNITY look into a service that allows a user to access, monitor, and post to all or select social media outlets, all from one convenient site, rather than having to access each one individually. One specific service that we recommend using is HootSuite. HootSuite is a free or paid service that allows you to connect each one of your social media accounts for easy access all at once. Choosing the free service allows you to connect up to 5 social media profiles and 2 RSS feeds. The paid version, which is $5.99 per month, would allow for unlimited social media profiles, as well as analytic information from each of the social media outlets and an archive of all tweets from Twitter. It also allows for one additional “team member” to help manage these accounts. With this service, UNITY should be able to keep each one of the social media outlets updated with up to date information without the hassle of having to log in to each site individually. This not only save time, but it will also make sure that you’re reaching every possible bit of your target market in the case that you might post on one outlet, but not the other. outlet, but not the other. outlet, but not the other.
1. Identify major prospects who may find it attractive to underwrite or sponsor a specific program, service, or department on an annual, ongoing, or one time basis.
Plan, initiate, and produce an endowment campaign and deferred giving program to provide income in perpetuity to support programs and services, this portion of the campaign will be called Fundraising Packets.
2. Institute a recognition program to honor major donors.
2. Project fund-raising goals by balancing the numbers of prospects and their gift potential to the actual budgetary needs and costs of special initiatives. 3. Encourage current donators to maximize their donations.
Strategy2: 1. Create the largest possible effective base of corporate donors. 2. Create the largest possible effective base of individual donors. 3. Reach out to the prospects using Fundraising Packets detailed below. 4. Confirm and secure funds from prospects after they have responded. 5. Recognize, thank and honor all donors and sponsors.
4. Encourage current donators to solicit prospects with whom they have influence and leverage. 5. Develop compelling written materials that effectively communicate the organization’s funding requirements to the board, other volunteers and the public. 6. Identify, educate and cultivate key donors and prospects that are personally touched, motivated and inspired by our organization as well as those who are not directly involved, but who are influenced and impressed with what we do. 7.
“Package” certain programs and services in the operational budge, or those which are desired, in produce compelling proposals for those prospects most likely to respond to such request.
Fundraising Packets: These packets will be sent out to the prospective clients in order to inform them of UNITY and the value that this organization will bring to the social responsibility of the company and to seek sponsorships, donations, and grants. The following is the grid used to breakdown each component of gift ranges per number of gifts how many prospects to reach out to, the estimated cost of mailing, estimated cost on UNITY’s behalf and finally the impressions goaled to reach the equal amount of prospects.
Goal: $100,000 Annual Fund Gift Range $5,000 2 $2,500 4 $1,000 10 $500 20 $250 40 $100 100 $50 250 $20 500 $10 1000
Number of Gifts 10 20 40 80 120 300 750 1000 Many
No. Prospects 154.50 227 214 40 80 200 500 0 0
Postage (source U.S.P.S) 1,000 (100) 1,000 (50) 1,000 (25) 850 (10.62) 850 (7.08) 850 (7.08) 850 (7.08) Email Email
Cost (amount per unit) Impressions 10 20 40 80 120 300 750 1000 1000
TOTAL $1,415.50 (postage) $6,400.00 (mail outs) Below are the listed packets pertained to the specific gift seeking price. We want to achieve the most amount in money by the least amount of prospects which are limited due to the small budget. The major packets seeking $2,500+ in gifts will be sent out to thirty prospects and we want to see six gifts in return. These packets will include an informative full color brochure with contact information about tours, interviews and meetings with the Board of Directors of UNITY. In addition these brochures will be more in-depth about UNITY, the programs offered for youth services and any other co-sponsor opportunities available at the time of the campaign. The printed material will include a punch out miniature version of the life size cut outs to be placed in downtown earlier described in this campaign book. A pledge fill out card which will describe in detail how to send the gift amount and what the money will go towards, and finally a gift not embroidered with UNITY logo but will actually serve as a complimentary useful gift item from UNITY. 10 gift items of Magazines.com gift card of $60 amount to receive $5,000 and 20 gift items of Magazines.com gift card of $25 amount to receive 2,500 using the allotted price per unit amount. Use professional looking packaging to combine all the items together using an average $20 per unit of the allocated amount for the top tier and $10 for the second tier.
Fundraising The next two tiers of packets are seeking $500-$1000 in gifts will be sent out to 120 prospects and we want to see 30 gifts in return. These packets will include the These packets will include a simplistic yet graphic full color informational flyer with contact information about tours, interviews and meetings with the Board of Directors of UNITY and a pledge card which will describe in detail how to send the gift amount. The $1000 will be sent to 40 prospects will also include preloaded with the UNITY PDF flyer flash drive gift item. The $500 will not include a gift item. The subsequent packets seeking $50-$250 in gifts will be sent out to 1,170 prospects and we want to see 190 gifts in return. These packets will include a simplistic yet graphic full color informational flyer with contact information about tours, interviews and meetings with the Board of Directors of UNITY and a pledge card which will describe in detail how to send the gift amount. This card will have the option to donate money from a range of $50 to $1,000. Finally the last two tiers are e-mail blast OR phone calls that will be sent out to 1000+ prospects seeking 1500+ gifts of $10-$25 in return. These e-mails will include the PDF version of the simplistic graphic full color informational flyer and a link to the donation website. “Call the person you want to connect with telling them you want to interview them. Tell him or her that it is their kind of leadership that most importantly represents the stories your customer/clients need to hear. Book an appointment and the rest will come.” When the packets have been finalized mail these out to the prospects using the allotted postage amount.
Budget: Total 24,340.15 2% 2%
Once you have received a response from any donor, please don’t hesitate to do any of the following listed, if not all. These steps will help you secure the final processes in raising funds from your prospects. 3 1. Invite them to visit your facility 2. Introduce them to people who have benefited from your organization 3. Invite them to come see your organization at work 4. Invite them to your annual meeting 5. Schedule a lunch for them with members of your board 6. Make sure they are on your mailing list 7. Invite them to a “social” event with your trustees and staff
Research: This article provides in depth information needed to better understand the value in sponsoring a sporting event, or a sporting team in order for a company, or organization to better grow in their community. < http://www.evancarmichael.com/Marketing/3950/Growing-your-Small-Businessthrough-Sponsorships--Promotional-Giveaways.html > The purpose of this article was to answer a business owner’s question about getting corporate sponsorships. < http://www.evancarmichael.com/ Entrepreneur-Advice/731/Getting-Corporate-Sponsorship.html> This article explains why individuals, corporations and foundations give to non profit charitable organizations. < http://www.raise-funds.com/wpcontent/uploads/2010/09/pdf-55donors55-why-they-give.pdf >
Red Earth ($400)
The last part of the fundraising campaign which will lead into and correspond with the entire UNITY campaign will be recognizing the donors and sponsors. When there has been a secured donor, please comply with their agreement to be a co-sponsor of an event, or whatever the agreement terms are in order to receive the donation. Also, in any event funded by this particular fundraising campaign ensure that all donators are listed and recognized somewhere at the event. As always thank all donors upon first sign of donations with a personal phone call.  http://www.raise-funds.com/wp-content/uploads/2010/09/pdf-03planning3-funding-outline1.pdf)  http://www.raise-funds.com/wp-content/uploads/2010/09/pdf-02planning2-overall-development.pdf) http://www.raise-funds.com/wp-content/uploads/2010/09/pdf-57donors57-major1.pdf
Economy ($750) Golf ($800)
Education ($4,000) Rowing ($1,000)
Chamber Cutouts Rowing Golf Red Earth Chamber Cutouts Underground Rowing Environment Golf EducationRed Earth Economy Underground Environment Donor Packets
Education Economy Donor Packets
Chamber Youth Concil Cutouts Chamber Rowing Team Sponsorship Youth Concil Cutouts Golf Tournament Rowing Team Sponsorship Red Earth: Exchange Booth GolfNative Tournament Red Earth: Native Exchange Booth "The Underground" "The Underground" Environment: Park South of I-40 Environment: Park South of I-40 Education: Scholarships: 1 Education: Scholarships: 1 Culture: Culture: Red Earth Red Earth Economy: A festival of theofArts Economy: A festival the Arts Donor Packets Donor Packets
UNITY MEDIA FLOW CHART
Youth Council Cutouts Festival of the Arts
oklahoma regatta festival attendance = 52,000 IMPRESSIONS
UNITY MEDIA FLOW CHART
Total Impressions Total Cost 5,000 $500 212,060 $3,225 52,000 $1,000 Total Impressions Total Cost 200 $800 5,000 $500 31,200 $400 212,060 $3,225 100,000 $3,310 52,000 $1,000 1,000 200 $800 $2,000.00 31,200 $400 $4,000.00 5,000 100,000 750,000 $3,850 $750.00 1,000 $2,000.00 3,000 $7,815.15 5,000 $4,000.00 750,000 1,159,460 $750.00 $23,800.15
Players + staff + other = 200 IMPRESSIONS
Red Earth: Native Exchange Booth number of attendees = 31,200 IMPRESSIONS
Estimated users during August = 100,000 IMPRESSIONS
Education (Scholarship Progams)
No. of registrants + Youtube interaction = 5000 IMPRESSIONS
Environment (Tree planting sponsor) No. of attendees to park = 10,000 IMPRESSIONS
Media + Tweets + QR code scans = 212,060 IMPRESSIONS
Number of attendees = 750,000 IMPRESSIONS
Evaluation Plan Things to consider as you are starting to measure the success of UNITY’s campaign. Was the campaign well planned? Did the recipients understand the message? What improvements can be made? Did you achieve your state goals? Was the budget adequate? What is replicable for future campaigns? 1 The IAB framework: Evaluation Tool Intent: Establish intentions and objectives in order to define which KPIs are most pertinent Awareness, Appreciation, Action, Advocacy Benchmark: Compare benchmarks with other activity, channels, industry averages The intent has already been established by the entire campaign. The goals that have been defined in order to complete the two section campaign are awareness and corporate dollars. Without these goals we don’t have anything to evaluate the success of the campaign. The 4 A’s measure the awareness of the tactics used throughout the campaign, appreciation measures the engagement and appreciation of the tactics, action solicits a response or influences behavior from our target market in some way, and advocacy from our target market or from the public for UNITY. The benchmark is the studies of the results from the campaign, without it the measures of success are meaningless. Only compare with other platforms which share similar objectives, such as, how does Facebook compare to Twitter in results of our building brand awareness objective? We don’t want to compare is something working better than the other, just measuring what it does. Additional benchmarks, how does the activity
on Facebook and Twitter compare to our competitors activity who are also trying to build awareness? How does our response from the Red Earth Booth compare to last year’s response, or how has that response improved since the last measurement period. We need to look at how our budget was used by determining the Cost per, Impression (awareness), Engagement (appreciation), Lead (action), and Referral (advocacy). Each year you must take how many impressions for each event, determined from the media flow chart, to how many responses you received by dividing the two and coming up with how much per impression did that cost? For appreciation, do the same but for how many donations did you receive from the Fundraising Packet Campaign. Action, how many people have taken action to help UNITY grow from any of the events compared to the impressions? Advocacy, how many new people that were not originally targeted have come forward because of our target market? (These are essentially free marketing by word of mouth) Although not included in the budget, learning more and wunderstanding the value of online Media Web site Analytics services will greatly benefit UNITY. Leaders include Google Analytics, Omniture, WebTrends and Hitwise. These companies do all the online footwork for you to determine the effectiveness of your presence online. Sample of the Measurement Chart that will help UNITY measure its success. This chart was designed by Richard Pentin, Senior Planner for TMW. 2
Pitch For over 36 years UNITY has provided leadership opportunities for American Indian and Alaska Native youth across the country. Establishing a presence in Oklahoma City will provide a needed foundation for continual expansion of the UNITY brand and cause. Today’s oversaturated and fast paced society demands that a nonprofit create their own identity among the noise. UNITY has the opportunity to take hold of their identity as the only nonprofit designed to “foster the spiritual, mental, physical and social development of American Indian and Alaskan youth and helps build a strong, unified and self-reliant Native America through greater youth involvement.” Prince, Hinds, Richard and Montgomery has designed an integrated marketing campaign that allows UNITY to fulfill their mission in the Oklahoma City metropolitan area and continue to grow as they become the Native American youth nonprofit of choice.
Appendix • • • • • • •
Association of Fundraising Professionals. Cabral, Elyse. Growing Your Small Business through Sponsorships & Promotional Giveaway’s. Council of Nonprofits. Corporate Sponsorship Toolkit. Gerber, Michael. Getting Corporate Sponsorships. Lux, A. (2012, April 26). Director of Development Oklahoma Heritage Association Gaylord-Pickens Oklahoma Heritage Museum (R.Prince, Interviewer). Raise-funds.com. Zimmer, Kyle. Securing Corporate Sponsors.
• • • • •
BunnyTrailsGarden.com. Custom Ink. MVSeeds.com. PartyStandups.com. Vista Print.
David Hinds Rachel Prince
Jason Montgomery Emily Richard
Published on Jan 29, 2013