Strategic Communications Plan - Camp Conquest

camp conquest strategic communications plan

c o n t e n t s

overview

5

background & research

6

situation analysis

39

core problem

41

goals & objectives

42

big idea

43

key publics

44

messaging

47

tactics

49

calendar

83

budget

86

communication confirmation

87

evaluation

88

appendix

90

overview mission statement To provide a Christian camp experience for individuals with special needs, chronic illnesses, and disabilities.

vision statement

The community will provide for individuals to have access to a premier camp experience regardless of their special need, disability, or chronic illness.

profile Camp Conquest is a week-long, Christian summer camp for individuals with special needs, located outside of Memphis, Tennessee. Camp Conquest exists to provide a traditional camp experience for special needs individuals, allowing them to participate in activities such as ziplining, horseback riding, and water sliding. The popularity of the camp has grown exponentially since its origin almost a decade ago. Since then, Camp Conquest has begun the process of purchasing land and developing a camp that will be ADA compliant and can be used year-round for various activities, retreats, and team-building exercises for rental outside of the camp season. Owning their own facilities will allow Camp Conquest to not only provide camp for a couple weeks in the summer, but also host events throughout the entire calendar year.

5

background & research recruitment The information on Camp Conquest’s website regarding the recruitment of volunteers revealed that Camp Conquest mainly relies on a personal connection to recruit and retain volunteers. They have many photos of past weeks of camp to draw in future volunteers. The verbiage on the website puts the reader in the position of being spoken to as though they were having a conversation. They skillfully use pathos to draw in potential volunteers. Examples: “Please pick which week(s) you wish to change a life.” “When asked, “What did you do this summer?” imagine telling how your life was changed by volunteering and encouraging a camper to go down a 3 story lake slide, or a 30’ high rope swing, or climb a 3 story rock climbing wall. Oh, and you did all that too! Camp Conquest is life-changing for everyone involved.” Camp Conquest also uses their Biblical roots to emphasize a service opportunity to those who have committed themselves to Christian camp ministry. “Jesus teaches that life is not all about us. It’s about loving others more than you could possibly do alone and putting yourself aside.” This is meeting the needs of those who desire to serve by showing that Camp Conquest will help them accomplish the need that Christians are asked to fill. In addition, Camp Conquest has volunteer positions for many age ranges. They have positions for Junior Counselors (ages 13-14), Cabin Counselors (ages 15-30), Nightly Party People (any age), and Cabin Moms & Cabin Dads (ages 30–60). This allows Camp Conquest to provide a way for a whole family to volunteer together. The younger volunteers will help with setup and clean up of events while older volunteers will be with the campers on a daily basis. Beyond those positions, they also have spots for photographers, videographers, and Medical Volunteers - LPN, RN, NP, PA, and MD. Their main page contains information about what types of volunteers they are looking for and what the week will look like for the volunteers. There are also three PDF pages with further information, such as the “Volunteer Flyer,” which holds basic information: dates, times, location, volunteer roles. Camp Conquest requires that all volunteers pay $95.00 to cover lodging, meals, background check, and their camp t-shirt. While no one is required to have any experience, they have a two-day training session before camp begins to help prepare for what volunteers might encounter from that week’s campers. Each volunteer will earn up to 140 hours for volunteering at Camp Conquest since they are there day and night. When camp has concluded, volunteers will receive a Verification of Hours letter upon request. While the majority of Camp Conquest’s recruitment happens from their website and by word of mouth, they do have their volunteer needs posted on volunteermatch.com and serve.volunteerodyssey.com. Their external recruitment is very little, but the majority of their volunteers come from the Memphis, TN area and have never lacked help with camps during the summer. 6

// background & research

social media audit Our suggestion would be to use Facebook more for video sharing and fundraising for the organization since a majority of potential donors will be on the site. Our suggestions for Instagram is to capitalize on the presence that they have already created and post more often so that they can reach a greater audience. Our suggestion would be to delete Twitter, because of its low activity. It is better to not be present on a platform than to have one and not utilize it. Our suggestion would be to use the videos shared on Vimeo on the organization’s Facebook page so that they can reach a greater audience.

partners

Tennessee Special Olympics’ Partners

Camp Conquest’s Partners

7

// background & research

past coverage Past coverage of Camp Conquest by external sources is primarily contained to Facebook and Instagram. On Facebook, Camp Conquest has a 4.8-star average with 25 page reviews and 16 recommendations. Most reviews are from family members who sent their children or grandchildren to this camp, and all of the reviews were overwhelmingly positive. Based on the parents that left reviews on Facebook, none of them had blogs or personal accounts that they were curating to discuss implications and experiences of raising children with varying special needs and illnesses. As of February 13, 2019, Camp Conquest had 48 tagged posts on Instagram with posting dates that range from June 2015 to December 2018. The majority of the tagged posts come from either the counselors or the campsites that have hosted Camp Conquest in the past, The Grove at Red Oak Lake (2015) and For the Kingdom camp (2016-2018). Jefferson Avenue Baptist Church promoted the camp on social media by taking a group of students to serve as volunteers for their local summer mission trip. Although no media currently covers the camp, Camp Conquest still turned away 72 kids in 2018 and already have a waiting list for 2019. No further coverage was found in the news or from parents.

sponsorship & donors Camp Conquest Donation Size Breakdown

*80% of Camp Conquest’s 2018 donations were $600 or less 8

// background & research

10 Key Takeaways from Donor Research

Donor Focus Group: Synopsis A focus group involving charitable giving donors (Focus Group 1) was conducted on Monday, March 11, 2019, in Jennings Hall on Union University’s campus. Focus Group 1 consisted of three female and three male adults, of varying ages, who have donated a service or money to a charity.

Participants also said it was important to them that the organization they support has a strong mission statement and that their employees can return to it for direction in decision making. They emphasized the need for regular communication through newsletter and email, as well as social media. Members of this group expressed the desire for social media to showcase the campers’ personal stories instead of constantly requesting donations; however, the organization should be utilizing other applications, such as Venmo and GoFundMe, on a platform like Facebook. Through correct usage of social media, this will organically cultivate new followers as well as a community around the organization that is eager to support. Another aspect of awareness mentioned was the need for support from influential individuals in the community. Organizations would benefit from building their networks to include athletes, politicians, and other people in the local community who receive a lot of attention. The consensus for the best way to network and bring in new donor support was one-on-one interactions. Inviting individuals to a day at camp, taking them out to lunch, or having a telephone conversation with them to communicate the need for support would all serve as effective ways for attaining a wider donor base. Participants in this group study discussed the need for a “realness factor.” This goes back to the idea of bringing a potential donor or longtime supporter to the camp and showing them where their funding is going and how it is impacting the lives of others. One participant referred to the excitement and joy she gets when receiving notes from her sponsored child every month. This idea could be applied in a camp setting as campers could draw pictures or even sign their name on a donor thank you note. 9

primary research

Key Findings Participants emphasized the importance of staying local when deciding what organization they want to donate to because they can see the physical effect of their money. They also discussed that awareness of the organization had been brought to them by a family member, a trusted individual, or a past involvement with a cause or organization.

// background & research

Donor Focus Group: Synopsis continued...

primary research

This focus group discussed the various ways that a community or individual can donate to a cause, emphasizing the need for direct communication. For example, a hardware store owner may not be able donate monetarily, but if there was a need for paint brushes, he/she may be able to donate paint brushes. Using descriptive and straightforward language when communicating the needs of an organization, as well as using language that may be easily relatable is key. Instead of asking for a monthly donation of $30, use language such as: “For the price of two coffees a week, you can provide a meal to a hungry child.� This amount will equal $30 per month but will sound more achievable to the individual. Individuals may also be motivated by a praise incentive. When a donation is made, their name can be added to a list of supporters for the organization, or it can be announced over social media. When asked about the best way to spread awareness for this type of organization, members of this group suggested connecting with civic centers, colleges and universities, and local churches. Additionally, nonprofits should utilize the targeted Facebook advertising option for businesses and connect with as many people as possible via social media, including Facebook groups for parents of special needs children. Individual Answers While not stated by the entire group, it is important to note that one individual addressed the ideology that a community may be aware of an organization that needs assistance but believes someone else will help. This is where direct and straightforward communication about needs becomes vital to organizations.

10

// background & research

Donor Loyalty Research Study: Summary summarized from Abila Donor Loyalty Study by Rich Dietz & Brandy Keller

According to Nonprofits Source’s 2018 Charitable Giving Statistics, “In 2017, the largest source of charitable giving came from individuals at $281.86 billion, or 72% of total giving; followed by foundations ($58.28 billion/15%), bequests ($30.36 billion/8%), and corporations ($18.55 billion/5%).” While many Americans give, there are innumerable causes and organizations to which donors can send money. Abila, the top provider of software and services to nonprofit organizations, released a study in 2016 about the loyalty of donors determined by a thorough examination of their behaviors and attitudes. Finn Partners conducted the surveys for two weeks in February, using a representative sample of 1,136 donors in the United States who made at least one donation within the last 12 months, and this survey researched included representation from all generations. The key findings of this study were as follows: The three main reasons people donate to nonprofit organizations are very personal in nature—they have a deep passion for the cause, they believe the organization depends on their donation, or they know someone affected by the nonprofit’s mission. Nearly 80 percent of all survey respondents report donating to multiple organizations per year. More than 60 percent of high-wealth donors ($200,000 or more in annual household income) support at least four organizations. Nearly 75 percent of those who volunteered say they are more likely to donate.This is especially true for Millennials (52 percent), who are most likely to donate after volunteering. Nearly 75 percent of respondents say they might stop donating to an organization based on poor content, including vague content, dull content, irrelevant content, and inconvenient formatting. 11

secondary research

Donors have a crucial role in the daily operations and vitality of a nonprofit organization. Based on the mission and function of a nonprofit or association, such an organization cannot survive without the support of donors. While many corporations support various charities and nonprofits, the donations of individuals still remains a fundamental aspect of nonprofit support.

// background & research Donor Loyalty Research Study: Summary continued...

secondary research

Most donors prefer short, self-contained content. More than half of all donors want at least monthly communication (except Millennials, who want to receive content at least twice monthly). Approximately 71 percent of donors feel more engaged with a nonprofit when they receive content that’s personalized. Personalization done wrong—with misspelled names, irrelevant information, or ageinappropriate material, for example—rubs donors the wrong way. By and large, donors trust the nonprofits they support to spend their money wisely (93 percent) and are pretty evenly divided in giving to both restricted and unrestricted funds. In the same Abila Donor Loyalty study, Social Service Organizations, Health or Disease Charities, Children and Youth Development, Places of Worship, and Animal or Welfare Shelters are the five most prevalent causes that donors across all ages support. Generationally, there has been a shift in the most popular causes, as Baby Boomers heavily support Places of Worship yet Millennials and Generation X now give the most to Children and Youth Development organizations. This noted trend is supported by Pew Research’s study on Millennials and religion. According to Pew Research, “Just 27% of Millennials say they attend religious services on a weekly basis, a substantially lower share than Baby Boomers (38%)…Similarly, a smaller share of Millennials say they pray every day compared with those in older generations.” The decision that donors make to engage in charitable giving is an extremely personal and often methodically calculated one. Abila found that the three leading reasons for donating focus around the experience of the donor instead of the larger vision of the organization.

12

// background & research Donor Loyalty Research Study: Summary continued...

Abila offers two figures that represent the effect that attending an event and volunteering have on donor decisions:

13

secondary research

With the surveys conducted, Abila argues that volunteering and attending events drastically affects donor loyalty. Giving remains the most principal activity of a donor; however, providing as much of a hands-on experience for current and potential donors is another key aspect to establishing and maintaining donor loyalty.

// background & research Donor Loyalty Research Study: Summary continued...

secondary research

Abila’s study also revealed that content from a nonprofit or organization matters. In fact, 72 percent of respondents shared that mediocre content affects their donor loyalty. These respondents had the opportunity to share the types of content that they would like to receive from the nonprofit or association to which they are donating. Some of these content types included emails, Facebook posts, YouTube videos, and podcasts.

The length of video and written content are two important factors that organizations must take into consideration. As the length of video content increases per minute, the percentage of people who begin to lose patience steadily increases. In the same way, as the number of paragraphs of written content increases, the percentage of people who begin to lose patience steadily increases at a similar rate. Generationally, communication preferences vary greatly. As more Millennials occupy the workforce and donor sector, organizations must understand these preferences. It is then pertinent that organizations adjust their content delivery accordingly.

// background & research

volunteers

Intensive Volunteering Focus Group: Synopsis

In-depth Findings The group was asked a series of questions to determine how they first became involved in the volunteering activities that they have participated in or are are currently participating in. The majority of the group stated that these opportunities have been presented to them by word of mouth from someone they already had a relationship with rather than from a recruiter. The majority of the group stated that they heard about opportunities from friends, relatives, and members of their church such as head pastors, college pastors, youth pastors, or others in positions of leadership at their church. Most participants agreed that they would rather commit to an opportunity that they already had the skill set for while others stated that they would rather have the challenge of volunteering for an organization that, by the end, would equip them with a new set of skills. When being approached by friends, relatives, or members of their church, all participants agreed that they prefer face-to-face communication when being asked to volunteer.

15

primary research

A focus group involving males who have experience in intensive volunteering (Appendix E) was conducted on Wednesday, March 13, 2019, in Jennings Hall on Union University’s campus. Focus Group 2 consisted of eight male students, between the ages of 18-22, who have participated in a type of intensive volunteering. Intensive volunteering was defined by the researchers as any volunteer work that occurred either weekly throughout the school year or for at least a week or two during the summer. For the population of those involved in the focus group, intensive volunteer opportunities included, but were not limited to, serving as a camp counselor, EDGE mentor, or small group leader.

// background & research

Intensive Volunteering Focus Group: Synopsis continued...

primary research

The participants explained that guys are more likely to sign up for a volunteer opportunity if the position appeals to their desire for positions of leadership, community, and change they can see. When asked why they would sign up for a volunteer position, participants explained that it was important to first feel prepared for the position before accepting. This included knowing and having the full itinerary of a typical day or the length of a given project. It was found that guys also want to know every aspect of the position because if they hear even one thing from the details that they are interested in, they are more likely to commit to volunteering. The participants in the focus group stated that males need the outcomes and positions explained simply and clearly. They were more likely to say yes to volunteering if they were told that they were filling a specific need for that organization. Some of the concerns they stated about volunteering were times when they had signed up to do something and, upon arriving at the organization, the job they were given was completely different. When asked if they were more likely to volunteer alone or in a group, all participants agreed that they would be more likely to commit when it would be done with a group of people. Volunteering with people they know provides an already established team dynamic that allows for the group to support one another as they serve together. Overall, knowing the team offers comfort as well as alleviates the fear of feeling unsure about what to do. The participants in the focus group were very clear about some of the excuses that they have heard from other guys their age or have used themselves in the past. These included already committing to other things, the idea presented not being appealing to them and wanting to do their own thing without being told. There was an overall consensus about the positive impact that intensive volunteering has had on each participant of the focus group.Their past experiences with volunteering gave them a bigger heart for kids, often pushed them closer to Christ, and gave them a perspective of how to show compassion and love to other people.

16

// background & research

Intensive Volunteering Focus Group: Synopsis continued...

No Experience with Intensive Volunteering Focus Group: Synopsis A focus group involving males who do not have experience in intensive volunteering (Appendix F) was conducted on Wednesday, March 13, 2019, in Jennings Hall on Union University’s campus. Focus Group 3 consisted of eleven male students, between the ages of 18-22, who have not participated in any sort of intensive volunteering. Intensive volunteering was defined by the researchers as any volunteer work that happened either weekly throughout the school year or for at least a week or two during the summer. For the population of those involved in the focus group, intensive volunteer opportunities included, but were not limited to, serving as a camp counselor, EDGE mentor, or small group leader. While some of the students had participated in onetime or sporadic volunteer opportunities, none of the experiences mentioned were consistent enough to be considered intensive. In-depth Key Findings The majority of participants informed the moderator that their experiences with isolated instances of volunteer work primarily included serving at church events, fundraisers, and local nonprofits. When they did volunteer, practical application and personal connection were their top two motivations for volunteering. Lack of time and money, as well as career preparation, were among the participants’ reasons for being hesitant when it comes to intensive volunteering. Most of the participants agreed that most of the intensive volunteer opportunities that they have turned down were positions they perceived as more tailored to those with a nurturing character. For them, it seemed like most women would already have more of the skills and characteristics for the volunteer work than men and thus be better suited for these opportunities. It was noted that knowing the type of work up front would help; however, many guys still have past experiences with volunteering that were negative or involved tasks that felt far too arduous. Cultural expectations for each gender were brought up in the discussion, and while participants explained that they did not agree with the mentality, they still felt surrounded by the expectation of men to exert power and make money. 17

primary research

Individual Answers While not stated by the entire group, it is important to note that one participant was connected by a social worker to a special needs camp, which taught him how to work with people who may have differing abilities, strengths, and conditions. Once the camp ended, he learned how to be relatable to other people because everyone is unique. From this experience, he better understands that everyone is created by God and thus, made with equal and inherent value that is to be celebrated.

// background & research

No Experience with Intensive Volunteering Focus Group: Synopsis continued...

primary research

When asked what specific questions that they would ask before agreeing to volunteer with their friends, participants provided great insight. The most frequently mentioned questions were as follows: What are we doing? How long will it take? Who else will be there? Where is it? Do I have to drive far? Is this a one-time thing? Will there be food? A key insight that participants presented in discussion was the difference between doing something for someone and doing something with someone. They would be much more likely to agree to volunteer if the person asking was going to be serving alongside them and if the person extending the invitation was passionate about the issue. For the participants, it would be nearly impossible to care about a volunteer cause if the person asking did not seem to care. The majority of participants agreed that the most essential details they would need in order to accept a volunteer opportunity would pertain to skill, relatability, and practical application. Volunteer opportunities that they would already have the skills to succeed are far more appealing. Similarly, these participants admitted that they would want to see how the opportunity would help them now as well as for their future. If they cannot see benefits for their future career, it is very unlikely that they would choose to spend their time volunteering. When asked how they would recruit volunteers for an organization, participants explained that they would focus on the population that the opportunity would benefit. They would heavily emphasize reaching out to people who need related career experience and who have a related passion. Additionally, they would ensure that the volunteer application process is simple and quick because in the time that it takes to complete an overly complicated application process, they could find a job doing something for which they already have the skills and begin making money. For most of the participants, volunteering in a group is far more attractive than volunteering alone. If one or two friends have already committed to volunteering somewhere, most of the remaining guys from a friend group will likely join them. Texting people individually is more effective than texting in a group because a call to all is truly a call to none.

18

// background & research

No Experience with Intensive Volunteering Focus Group: Synopsis continued... According to participants, the bystander effect can greatly impact their decision, as people are more likely to agree to volunteer when they feel called out, isolated, or individually invited.

19

primary research

The majority of participants emphasized fair and equal representation in marketing material as an effective and important way to get male volunteers to participate in opportunities involving individuals with varying special needs and critical illnesses. Although participants understood that there is generally a 5:1 girl to guy volunteer ratio, it would be extremely beneficial to portray guys in the promotional material. Most participants noted that a lot of marketing material often shows either no guys or very few guys. They explained that most guys would not want to sign up to volunteer if they felt like they would be the first guy to ever sign up.

// background & research

No Experience with Intensive Volunteering Focus Group: Synopsis continued...

primary research

Some of the apprehensions they stated about volunteering with individuals with special needs and critical illnesses were unfamiliarity and lack of skills or training. It was noted that some guys would not be comfortable in such a setting because they would not know how to react in certain situations or how to handle unexpected things said or done by campers. For the majority of participants, working with individuals with special needs requires additional attention and energy that they rarely have and is something that takes time to adapt to doing. According to the majority of participants, ways to alleviate some of the aforementioned apprehensions include receiving in-depth training, serving in a group, knowing about each disability, and getting details of the work up front. Participants agreed that training beforehand should be thorough and should include an opportunity to shadow someone in order to feel most prepared to perform the tasks well. Volunteering with someone they are close with would also make it easier for guys to ask questions throughout the training process. Unfamiliarity is a significant hurdle for most participants, and they agreed that one way to help eliminate this hesitation is to ensure that each volunteer knows what each special need or chronic illness actually entails as far as tendencies and specific needs. Participants would not want those training them to expect that they know about each disability or illness just because they have heard of it, yet they would not likely ask for clarification if the trainer assumed they already understood. Also, most participants would want to serve these individuals in ways that are already suited to their skills and interests. For example, many participants would much rather play sports with kids than lead kids through a craft. Individual Answers While not stated by the entire group, it is important to note that one participant had extensive experience with isolated instances of volunteer work as part of a scholarship requirement at the community college he previously attended. He suggested that many schools’ scholarships and on-campus organizations require a certain number of community service hours, which could be another helpful angle for an organization to use when recruiting volunteers, especially guys who need to see practical application.

20

// background & research

Church Youth Leader Survey Findings For the purpose of understanding how church youth groups select organizations to partner with for mission trips and how they recruit male students to volunteer, sixteen churches were contacted in three different states. The pastors interviewed were involved in both middle school and high school ministry.

Below are the common things pastors asked when researching new organizations to partner with: What do they do? How are they organized? What is a typical week/project like? What will the students accomplish on the trip? Does the project align with the church’s mission? Some of the things that most pastors said they were aware of when selecting a specific organization to serve alongside was the price of the trip, the amount of hands-on experience, and the recommendations of the students within the youth group. While location played a role in the selection process for some churches, many of them stated that they participate in both national and local mission opportunities. In addition, the pastors stated that students prefer to go to far off, exotic places while the chaperones prefer trips be in close proximity to the church. While local ministry was often defined as helping at a soup kitchen or doing activities that were once a month, most pastors admitted to being cautious about short-term, sporadic mission opportunities. There is a strong desire from many of the pastors to have a long-

term local ministry.

21

primary research

Picking a Service Project While many of the churches surveyed had different ways of going about the process of selecting a service project for their youth ministry to participate in, there were many common themes among the churches in their responses. Many of the churches stated that they had pre existing relationships with organizations they do mission work with, but before those relationships existed they began with research.

// background & research

primary research

Church Youth Leader Survey Findings continued... Recruitment of male volunteers While there were more than three churches that stated bringing in male volunteers was not a challenge they faced, almost all of them said that they recognized the gender gap even within the youth group. One pastor identified this as the church not preparing Christian men well, but for the male students involved in the youth group, the majority of the churches stated that they have had the most success with a personal invitation. When the pastor personally invites the males in the youth group to participate they see a higher involvement rate. When presenting a service opportunity, pastors have found success when they explain the mission trip and the purpose of the opportunity clearly and simply. Having a strong male leader also attend the event encourages students to participate as well.

22

// background & research Inofgraphic Summary of Recruiting Male Volunteers: A Guide Based on Exploratory Research

secondary research

23

// background & research

secondary research

Excerpts taken from Recruiting Male Volunteers: A Guide Based on Exploratory Research by: Stephanie Blackman After completing primary research on males regarding commitment in intensive volunteer positions, secondary research was then taken from a 1997 Male Volunteer Research Study performed by The National Service Fellows through which many of the primary research was confirmed. Some of these findings include, but are not limited to: The need to ask males to volunteer for positions with a personal invitation from someone who knows each male’s strengths and character. Printing promotional materials that include quotes or pictures of past male volunteers. Giving males a chance to experience the commitment for a short period of time before making a long term commitment. Discussing the rewards that the position can offer to them. Making the steps for signing up to volunteer as simple as possible. Below is a more in-depth summary of the secondary research that was analyzed for the purpose of increasing male volunteer commitment: Challenge #1 Overcoming The Breadwinner Syndrome Despite decades of consciousness-raising and talk of gender equality, men are often still perceived as breadwinners and are not expected to make room in their money-making schedules to volunteer. Indeed, 24% of participants specifically referred to the societal expectation that men devote their energy to earning money, or that anything short of such effort is either unacceptable or somehow not “living up to their potential.� Paid employment in social work and related human service fields has long been dominated by women (with the exception of some higher level administrative positions), a phenomenon often attributed to the pay scale for such work. Interestingly, even though participants often noted that this breadwinner expectation is changing, none addressed its relevance to single men or retirees. Although these men may still feel the pressures of financial responsibility, volunteer coordinators may be able to capitalize on a certain freedom from the breadwinner trap by targeting single men and retirees for recruitment.

24

// background & research

Excerpts taken from Recruiting Male Volunteers: A Guide Based on Exploratory Research by: Stephanie Blackman continued...

The effects of gender socialization and stereotypes on the recruitment of male volunteers are readily seen in the domain of public relations—how you present your program or volunteerism to the public, and how the public in turn perceives your program or volunteerism. The strategies below complement the changing tide of gender roles by creating a ‘climate of volunteerism’ in which men feel both encouraged to volunteer and supported in their efforts. Strategies: Develop volunteer recognition efforts outside of your organization (parties, family and friends writing letters to the volunteer, some sort of recognition. They won’t talk about their volunteer efforts to their friends, family, and church, but won’t be opposed to you doing that) This strategy not only enhances the recognition that volunteers receive, but may cause a ripple effect in which those institutions publicly acknowledge the deeds of their members. Showcasing the volunteerism of their constituents may enhance the image of that institution in the public eye and plant a seed in the consciousness of other members about the benefits of volunteerism. As one research participant noted, such recognition would work best as an ‘unwritten rule,’ rather than something that is offered in exchange for volunteer time.

25

secondary research

Challenge #2 Tackling Nature And Nurture Men in our society are not generally seen as “nurturers.” Often in conjunction with comments about the expectation for men to earn money, 24% of participants noted that women are ‘better’ at nurturing or are ‘naturally’ more nurturing than men, or that men are not experienced nurturers. Men were also described as being “independent,” “aggressive,” and “strong.” Nurturing, however, may not be a quality that is required or even asked for in many volunteer positions in direct social services, and a characteristic such as independence does not necessarily preclude being a good volunteer. Furthermore, social conditioning may dictate that men either do not name their nurturing characteristics as such, or let them go unused or unexplored.

// background & research

secondary research

Excerpts taken from Recruiting Male Volunteers: A Guide Based on Exploratory Research by: Stephanie Blackman continued... Counter ridicule of male volunteerism with positive publicity. Because repercussions of social service volunteering are caused by (mis)perceptions, they may be best handled through a public awareness campaign. Create billboards, advertisements, public service announcements, and posters depicting male volunteers in a positive light or thanking them for their time. Especially when they do not include specific recruitment slogans (which could detract from the message of appreciation you are trying to deliver), such publicity could counter ill-conceived notions about the merit or connotations of volunteering, again contributing to a climate of volunteerism free from misguided negativity. This type of campaign is also well-suited for collaboration with other agencies, since there may be some expense involved. Moreover, simply being aware of what consequences might affect recruits will inform your efforts to appeal to men. While there may be no quick-fix way to reprogram how men and women have been socialized, these strategies may set the stage for easier recruitment of men in the future. Challenge #3 Creating Positive Reinforcement For Men Who Volunteer Because volunteering sometimes lands outside the traditional realm of ‘men’s work,’ men who volunteer may be subjected to social repercussions. Fortunately, negative reactions to male volunteerism do not seem to be widespread: most of the men interviewed for this research said that the reactions of those around them to their volunteer work had been nothing but positive (if the reactions had been otherwise, they might not have volunteered and been available for this study, a point which illustrates the implicitly skewed sample of men in supportive environments in this research). However, enough participants (19% of volunteer coordinators and male volunteers) mentioned the possibility of negative consequences to warrant its acknowledgment as a challenge to recruitment.

26

// background & research

Excerpts taken from Recruiting Male Volunteers: A Guide Based on Exploratory Research by: Stephanie Blackman continued...

Interestingly, volunteerism may also mean a lack of positive social sanctions for men— several people suggested that some men like to be recognized for what they do and that volunteer opportunities do not always offer that recognition. While all of these perceptions may reflect stereotypes or be equally true of women, they suggest a need for conscientious efforts to break down negative connotations for men who volunteer. Because men are not expected to volunteer in social services, those who do run the risk of having their motives questioned. This possibility has particular import in programs for children, in which the reality of child molestation is a horror worthy of extra precautions, or in programs with other vulnerable clients. At the same time, however, recent history reveals cases of purported abuse that were determined to be unfounded and came at great emotional and social expense to the accused. Although false allegations represent only 2% of child sexual abuse cases, they hurt volunteer recruitment efforts: seven percent of the participants in this research suggested that some men are reluctant to volunteer around children because they are concerned about false allegations of child abuse or being perceived as ‘predators.’

27

secondary research

Among the comments about the social implications for male volunteers were the following ideas: Men sometimes need to defend what they are doing as volunteers, either because of the nature of the work or the lack of pay. Men may be stigmatized, told that something is wrong with them, or accused of pedophilia if they work in child care. Men may not feel that volunteering fits in with their reputation, or younger men may feel that it is not “cool.” Men performing traditionally “feminine” tasks might be assumed to be gay (an assumption which in and of itself may not be a negative consequence, but when coupled with homophobic tendencies could be enough to dissuade potential volunteers).

// background & research

secondary research

Excerpts taken from Recruiting Male Volunteers: A Guide Based on Exploratory Research by: Stephanie Blackman continued... Challenge #4 Equating Men With Volunteers If socialization deems volunteering a ‘woman’s thing,’ then recruiters face the challenge of convincing men otherwise. Any assumptions that men do not volunteer in social services are reinforced when men do not see or have personal contact with other men who volunteer, or when their volunteerism is not supported outside the walls of your agency. This challenge may be particularly salient for organizations that as yet have no male volunteers or that have a heavily skewed ratio of female to male volunteers, although other programs may find it valid as well. From a programmatic perspective, not having male volunteers already puts you at a disadvantage in general efforts to recruit men. You face the ‘double whammy’ of having no male volunteers to show potential recruits how men fit into your organization and of having a cyclical pool of female volunteers who in turn bring other women in their lives into your agency. Strategies: If you have male volunteers, include them in any materials you publish about your organization Campaign with other organizations to recruit male volunteers Promote institutional environments that are embracing volunteer work Challenge #5 Shaping Public Perceptions Of Your Organization Or Clientele One difficulty volunteer coordinators face is that the general public may not know about the program at all, or that what they do know is incorrect. Both possibilities hinder recruitment. The first of these problems—lack of knowledge about what you do, is the fairly straightforward issue of publicity. The second is more complicated, because it entails education as well. Popular opinion, for example, may dictate that your clientele is difficult to work with, or that your organization only accepts certain kinds of volunteers. One male volunteer related that his acquaintances often reacted with incredulity to his work with young teens: ‘…sometimes…that’s the first thing I’ll hear is, “you work with junior high kids?!” and it’s like, well, yeah, but…they’re really not that bad.’ Likewise, a volunteer who worked with physically disabled kids noted that many people made assumptions about a child’s mental capacity based on the presence of a wheelchair. Because so many social service agencies work with disempowered, stigmatized, or misunderstood populations, prejudices about what you do may cast a shadow over any recruitment undertakings, necessitating a clarification of those perceptions in order to enlist volunteers effectively.

28

// background & research

Excerpts taken from Recruiting Male Volunteers: A Guide Based on Exploratory Research by: Stephanie Blackman continued...

Challenge #6 Welcoming Men into Your Organization The interviews of this research revealed few stories of men who had consciously decided against volunteering. More common were reports of a prevailing hesitation about volunteering resulting from inexperience with the clientele, required skills, or emotional commitments involved, mentioned by 13% of participants. Many participants framed such trepidation in terms of a “comfort zone” that some men are unwilling to breach. Seventeen percent of participants alluded to discomfort with emotions and relationships but fears of trying something new, not succeeding, or inadvertently causing mental or physical pain to the clientele were also noted. One volunteer coordinator stated that men are less willing to try a task without a skill they perceive as needed (such as speaking Spanish in order to teach English to Mexican immigrants), regardless of whether that perception is grounded in reality. Volunteer managers may be able to overcome this challenge by creating a comfortable and supportive environment for men in which they understand men’s misgivings and offer them the opportunity to work through any doubts. Strategies: Give men a chance to experience your organization without a commitment to longterm volunteering. Address concerns from the outset of recruitment. Create all-male activities to initiate men’s inclusion into your program. Create a forum for volunteer feedback Do not underestimate male sensitivity to stereotypes.

29

secondary research

Strategies: Place your program in the public eye Increasing public familiarity with your program, then, is a logical strategy for increasing men’s awareness about the nature of your organization. Try to correct mistaken public opinion of what you do Anticipating how your program or clientele could be misunderstood and discussing those misperceptions in recruitment presentations or publicity materials not only makes your job easier but also helps to educate the community as a whole about your organization and clientele. Encourage current volunteers to address those misperceptions as well, just as the man quoted above tried to correct his friends’ ideas about working with junior high kids.

// background & research

secondary research

Excerpts taken from Recruiting Male Volunteers: A Guide Based on Exploratory Research by: Stephanie Blackman continued... Challenge #7 Building Men’s Interest In Your Program Activities Seventeen percent of the participants in this study raised the possibility that some social service programs simply do not interest men or that administrative participation— working on boards and committees, for example—is more appealing than direct service. Admitting that your program is not interesting to the men you are recruiting may be a difficult concession. When male involvement is critical to optimizing service to your clients, however, one option you have is to make programmatic changes to interest men. Strategies: Make programmatic changes to appeal to men. Several participants suggested that program managers evaluate whether or not the activities they offer attract men. Some interviewees proposed that traditionally “masculine” activities, such as sporting events, outdoor work, and “rugged volunteer opportunities,” could be incorporated into direct service so that it is more of a “male thing.” In a similar vein, one participant theorized that having a cycle of activities for volunteers to rotate through might help keep men interested. Others noted that volunteering gave them an opportunity to do “fun stuff ” that they might not otherwise make time to do, such as going to the movies as a friend or mentor to someone in need. The gist of this strategy is to think about what men might enjoy in their day-to- day lives, and try to integrate those activities into volunteer work. Challenge #8 Helping Men Find Time For Volunteering Lack of available time may be the easiest justification for not volunteering. In fact, of the 24 participants who talked about time as a factor in recruitment, 63% implied that time might be more problematic for men than women. Another 30% said that men and women are both so busy that finding time to volunteer is difficult. Apparently, the societal pressure on men to earn money may be manifested in the amount of time men spend on the job. Several participants suggested that because some men work so much, their free time is particularly valuable, and they may want to spend it with family, friends, or a significant other rather than volunteering. A few interviewees hypothesized that men are less able to balance work with other parts of their lives, or that women are more accustomed to doing so because they anticipate having to juggle work with family and any other interests or activities.

30

// background & research

Excerpts taken from Recruiting Male Volunteers: A Guide Based on Exploratory Research by: Stephanie Blackman continued...

Strategies: Engage volunteers’ friends and family in your work Work with and around business hours. Challenge #9 Naming The Need For Male Volunteers Soliciting volunteers is common; specifying male volunteers is not. The interviews of this research revealed that a shortage of male volunteers in social service agencies is not necessarily obvious to the general public. If men do not know that their help is sought, they cannot be expected to join your ranks. Articulating that need is therefore the first step to meeting it. Ten percent of participants in this research proposed that alerting men that there is a scarcity of male volunteers will at the very least raise their awareness of your needs. Interviewees also suggested that communicating the need for male volunteers might appeal to some men’s desire to ‘fix things.’ Challenge #10 Inserting Your Program Into Men’s Consciousness Sixteen percent of the volunteer coordinators and male volunteers who participated in this study indicated that one problem in the recruitment of male volunteers is that men are not focused on finding volunteer work and therefore do not realize the variety of opportunities available to them.Others suggested, in a similar vein, that men simply do not think about volunteering, do not pay as close attention to notices for volunteer positions, or are not “tuned in” to stories about volunteerism. A few participants even noted that traditional methods of recruitment are ineffective. One person, for example, commented that people turn themselves off to flyers; another thought that superstars in advertising seem unrealistic. Three said that newspapers reach a limited audience and may only be effective if one is seeking specific volunteer work. Ultimately, you want men to realize that you are speaking to the man and that your need for volunteers applies to them.

31

secondary research

A truly logistical time barrier is the matter of business hours, many social service programs need volunteers during the day, when so many people are at work. The strategies for overcoming lack of time address how to fit volunteering into other aspects of men’s busy lives, rather than asking them simply to make room in their schedules to volunteer.

// background & research

secondary research

Excerpts taken from Recruiting Male Volunteers: A Guide Based on Exploratory Research by: Stephanie Blackman continued... The strategies of the following chapters will help you make your need for male volunteers known and provoke men’s thinking about your program by addressing both the logistics of your recruitment and the content of your marketing materials. Unlike social expectations, these issues are more a matter of information than attitude and may therefore be easier to change. Challenge #11 Asking Men to Volunteer for Your Program According to a 1995 Gallup Organization survey, people often say that they volunteer simply because they were asked to help. If men as a gender are not asked to volunteer by the society they live in, the above findings point to an obvious means of recruiting male volunteers: ask them. Certainly, as a recruiter, you could be the person doing the asking. In fact, 18% of participants suggested that volunteer coordinators must be more “aggressive” or deliberate in their entreaties to men if they wish to have a favorable response to their requests. On the other hand, participants offered several strategies for recruiting male volunteers that do not directly involve volunteer coordinators. Strategies: Utilize personal invitation Encourage word of mouth volunteerism Recruit male volunteers with male volunteers Utilize contacts connected to a specific group Challenge #12 Breaking The Habit Of Not Volunteering Countless clichés describe the uphill battle of initiating a new activity, and volunteerism apparently does not escape that inertia. Seven percent of participants said that they thought many men do not volunteer out of habit or because they have not yet hurdled that first step of making a phone call or expressing interest in volunteering. For men on the cusp of volunteering, a little effort on your part may be all that is needed to start counting them among your ranks of volunteers. Easy access to volunteering and friendly competition are ways of transforming inertia into volunteer work. Strategies: Recruit at places men frequent Make the first steps to volunteering as easy as possible Use friendly competition

32

// background & research

Excerpts taken from Recruiting Male Volunteers: A Guide Based on Exploratory Research by: Stephanie Blackman continued...

Strategies: Help men see what they have to offer Recruit by traits that characterize certain groups of men Challenge #14 Revealing The Rewards Of Volunteering Even a man informed about opportunities may resist volunteering because of what he thinks he must relinquish in order to volunteer at a social service agency. This reluctance may, in effect, be the manifestation of the social conditioning and stereotypes covered earlier. A man groomed to be a breadwinner, for example, may be unwilling to do work for free. One participant noted that even full-time volunteer programs with stipends do not offer enough money to support a family. A volunteer coordinator suggested that some men might be reluctant to be supervised or surrounded by women, given the small percentage of male staff members in many social service organizations. If entrenched biases are the source of men’s aversion to volunteering, there may be little you can do to persuade them otherwise, except to join the ranks of activists and educators calling for such men to rethink their beliefs. On the other hand, if those same men have not considered their perceived sacrifices in relation to the rewards that volunteering generates, the outlook for recruitment is much more optimistic. Indeed, some men may be well aware of the need for volunteers or how to get involved, but still feel that their time and energy are not well spent volunteering. One explanation for such an attitude is that those men do not know about the benefits of volunteering for the volunteer, or do not believe that the rewards they hear about are meaningful and important. 33

secondary research

Challenge #13 Articulating How Men Can Contribute Even if men know that there is a shortage of male volunteers, they may not know what they, in particular, have to offer a social service program. Perhaps they have preconceived notions of what kind of person a volunteer manager is looking for and therefore dismiss their own potential, or they may not realize that they are already involved with similar activities or have skills that are applicable in a social service situation. Recruiters may see greater success in their endeavors if they pair their bids for male volunteers with specific ways that men can help.

// background & research

secondary research

Excerpts taken from Recruiting Male Volunteers: A Guide Based on Exploratory Research by: Stephanie Blackman continued... A male volunteer interviewed for this study said that if recruiters are interested in enlisting men in their programs, they need to ask “how big is the bait for them?” A volunteer coordinator had a similar comment: this pitfall may stem from “how we teach about volunteerism as a society”—as a relationship of “helper and helped rather than a “reciprocal relationship” in which the lines between server and served are blurred. If some men do, in fact, assume a one-way helping relationship in volunteerism, or if the rewards offered are not appealing to them, then the task for volunteer managers is to present the benefits in a way that shows a different and more alluring perspective to those men. They may then realize—as some male volunteers in this study had—that the rewards of volunteering can not only outweigh the time spent and energy exerted, but also justify working without pay or the other above-named “sacrifices.” Strategies: Highlight the rewards relevant to men’s values Note about this challenge: Some empirical data actually contradicts this strategy. A 1995 study reported in the Journal of Applied Social Psychology tested the effectiveness of volunteer recruitment messages that focused on the benefits or costs of volunteering. The researchers worked from the assumption that if something involves sacrifice, it is more highly valued than something that does not. The results seemed to indicate that the costs of volunteering should be represented realistically to recruits, and the authors suggested that overemphasizing rewards might connote bribery. None of the interviewees in my research, however, conveyed the same belief, although several did imply that recruitment messages emphasizing challenge would be attractive to men. Interestingly, 69% of the participants in the 1995 study were female, which leaves unanswered the question of how costs and benefits might best be balanced in recruitment messages targeting men. Until such a study is conducted, the important point to remember may be to avoid overselling the rewards to the extent that they appear discreditable.

34

// background & research

Excerpts taken from Recruiting Male Volunteers: A Guide Based on Exploratory Research by: Stephanie Blackman continued...

On the other hand, participants also suggested that detachment in communities is not immutable and that interest in volunteering can indeed develop out of clear and personal connections drawn between social service work and its impact on entire populations, not just those in need. Strategies: Connect volunteer work to social and financial impacts Emphasize what will be accomplished Focus on challenge, opportunity, and skills Next steps: Prepare to retain your male volunteers and treat them fairly Of course, if you are successful recruiting, you do not want to steer men right back toward the door or lose female volunteers due to your management of male volunteers. One pitfall to avoid is treating your male volunteers as if they are idols to be put on a pedestal. In Still A Man’s World: Men Who Do “Women’s Work”, researcher Christine Williams suggests that sometimes men in occupations dominated by women encounter a “glass escalator” effect, in which they are promoted or given additional responsibilities in numbers disproportionate to women. Be aware of applying the “glass escalator” to volunteerism and giving men leadership or coordination responsibilities too soon or without regard to female volunteers. Another error to avoid is treating men (and women) as low-level “helpers” rather than valuing and respecting them. Remember that you may need to use the same effort and creativity you used recruiting men to keep them among your ranks.

35

secondary research

Challenge #15 Connecting Your Program To Men’s Lives One reason that men may not volunteer for your program is that the connection between their lives and your clientele is not obvious to them. Participants proposed a number of reasons for this disconnection, ranging from societal indifference and an impersonal, money-driven social structure to a far more personal self-absorption that impedes thinking about other people. Some suggested that this phenomenon applies to today’s communities in general, while others indicated that it is a barrier particular to men.

// background & research

secondary research

Excerpts taken from Recruiting Male Volunteers: A Guide Based on Exploratory Research by: Stephanie Blackman continued... Additional results My interviews generated a number of interesting results in addition to those discussed throughout the body of this guide. Among them are the following findings, some of which expand upon the ideas raised previously. Almost a third (32%) of male volunteers reported volunteering during childhood or high school, often in small or cohesive communities in which people took care of each other as a rule. Thirty-two percent of male volunteers suggested that they might be different from other men in their comfort level with the social service environment, working with women, or taking direction from others. Of the 18 participants who addressed “diversity,” three said that the recruitment of racially or ethnically diverse volunteers was or should be more important than the recruitment of male volunteers. When asked (in one of my few “yes” or “no” questions), 62% of male volunteers said that they had a role model (such as a parent or neighbor) for volunteerism, and 75% considered themselves to be or hoped to be considered role models of volunteerism for others.” Study Conducted by: The National Service Fellows program, launched by the Corporation for National Service in September 1997, involves a team of individual researchers who develop and promote models of quality service responsive to the needs of communities. The goal of the program is to strengthen national service through continuous learning, new models, strong networks, and professional growth. Corporation for National Service 1201 New York Avenue, NW Washington, DC 20525 (202) 606-5000 http://www.nationalservice.org This material is based upon work supported by the Corporation for National Service under a National Service Fellowship. Copyright 1999 by Stephanie Blackman

36

// background & research

competitive analysis Competitive Analysis for Camp Conquest

The six summer camps selected for comparison with Camp Conquest are: Lakeshore Methodist Camp and Retreat Center Special Friends Camp Journey Camp Pine Cove Camps Winshape Camp Crossings Camp Out of these, Lakeshore and Special Friends were the only camps that specifically market to special needs campers. The remaining four may have special needs programs within their main camps or an occasional camper with special needs; however, each of these camps primarily appeals to children who do not have special needs.

37

primary research

Camp Conquest markets themselves generally well. They have a strong website with attractive media and well-written descriptors that draw in potential consumers. They are also active on social media during the summer months with quality content that highlights some of the best parts of the camp. Camp Conquest’s website has certain pages that are helpful for parents as well as potential investors or volunteers. Some informational pages that benefactors could easily find on the website would be the Developmental Section to show the camp’s in-depth projected growth and the Sponsors page, which showcases Camp Conquest’s current sponsors.

primary research

// background & research

38

situation analysis Situation Analysis for Camp Conquest Statement of the current situation:

With only two weeks of camp, the number of campers that Camp Conquest can accommodate is very limited. They have outgrown their current rental location, forcing them to turn campers away, not on the basis of the camper’s abilities, but solely because of limited camp space. Camp Conquest has received sufficient funding to move forward in purchasing land for their own camp, but they will still require substantial fundraising to cover the costs of camp building and renovations. With the support of returning families and a strong donor base, Camp Conquest has been able to secure some of the funds for this project, but there still remains a significant amount of funding and ongoing financial sponsorship needed. With the new facility, Camp Conquest will have the ability to accommodate more campers, their siblings,

other groups’ camps, and Paralympic athletes.

Lack of sufficient public awareness, male volunteers, and financial support are the driving forces behind what threatens to impede the overall success of Camp Conquest. One of the camp’s unique services is providing the ratio of two volunteers for every camper in a wheelchair and one volunteer for every other camper. If the camp’s strategy for recruiting more male volunteers is not improved, Camp Conquest will be hindered from accommodating new campers while simultaneously maintaining its volunteer to camper ratio. Additionally, Camp Conquest currently has a limited social media presence, including a very inactive Twitter platform. Without a stronger media presence, the camp is unable to raise public awareness and thus move forward in gaining an adequate number of volunteers and increasing financial support.

39

primary research

// situation analysis

40

core problem

Camp Conquest needs stronger public awareness, more male volunteers, and increased financial support to fulfill its unique, Christ-centered vision.

41

goal & objectives goal To strengthen Camp Conquest’s overall public awareness and involvement.

objectives Decrease the deficit between female and male volunteers from a 5:1 ratio to a 3:1 ratio by December 31, 2020. Increase yearly unique website views by 42% by July 1, 2020. Increase the number of monetary donations from 99 household donations 175 by December 31, 2020. Recruit a large group of volunteers for 50% of the weeks of camp in the year 2020. Increase Facebook page like from 2073 by 20.6% to 2500 by July 1, 2020. Increase Instagram followers from 765 by 30.7% to 1000 by July 1, 2020.

42

the big idea phrase Because of Camp Conquest, there is a place for all people to have the camp experience no matter their physical or mental ability.

strategy Create awareness and motivate individuals to get involved as a sponsor or volunteer by tapping into emotions. This can be done by demonstrating how Camp Conquest seeks to create a camp environment and experience that in no way limits any camper, despite special needs or critical illnesses, and how one week at camp can have a positive impact that changes lives.

message It only takes one week at a camp with no limits to change a child’s life forever. You have the opportunity to be a part of that change by getting involved.

tangible representation Film camper and volunteer testimonials to run on social media outlets and website. Present these testimonials during recruitment events, such as at youth groups.

slogan “Extraordinary people deserve an extraordinary camp.�

43

key publics publics Key Publics: Public #1: Parents of children with special needs or critical illness.

This public includes all families with parents between the ages of 35-55 years old who have a child with special needs. Within this public are two age ranges, 30-39 years old and 40-55 years old, that share some similarities but also have differences worth noting. For the 30-39 year old subcategory, this public is highly active on social media, especially Instagram and blogs. On the other hand, the 40-55 year old group prefers communication by email, Facebook, or newsletter. Regardless of age, these parents earn a middle to high income level, starting at $70,000 per household. This public is religious and primarily located in the state of Tennessee and the surrounding states, especially within the southeast region. This public is active on social media, protective of their children, and concerned with health and safety. Because of their communityoriented mindset, they are also very loyal, committed, and supportive.

Self-Interest:

Have a specific need that would be fulfilled by Camp Conquest, whether it is the ability to have time for themselves away from the child with special needs or a time for them to give back to the community that has helped bring the couple closer and they want to financially support.

Relationship:

Informed about special needs camps, but unaware of the unique lack of qualifications for Camp Conquest.

Opinion Leaders:

Other bloggers and pastors

Channels:

Blogs, Facebook advertising push, special needs events such as the Special Olympics, & newsletters

44

// key publics

Key Publics continued... Public #2:Youth Pastors.

Because most youth pastors prefer to travel for overnight mission opportunities and trips, this public is geographically defined as those in churches at least three hours outside of the Memphis area. The public of youth pastors includes any pastor who leads a youth group of at least 30 middle school and high school students. These youth pastors include both men and women, and they fall within the age range of 25-45 years old. The youth pastor age range is not further divided into subcategories because they all communicate similarly and engage on social media actively because of the students they all serve. These youth pastors are hands-on, mission-minded, adventurous and influential within their group.

Self-Interest:

They are looking for a cause to support through summer, spring, or winter break trips with their students where they will be able to spread the love of Christ and make a difference in the lives of others.

Relationship:

Unaware of the needs of Camp Conquest, but aware that there are service opportunities within the United States.

Opinion Leaders:

National committees for the church denomination, main church site pastors, family, friends.

Channels:

Blogs, Facebook, word of mouth from church members and opinion leaders.

Public #3: Individual and household donors. This public includes single and married individuals from the West Tennessee region and beyond, targeting those in Tennessee and the surrounding states. Within this public are two age ranges, 30-39 years old and 40-55 years old, that share some similarities but also have differences worth noting. For the 3039 year old subcategory, this public is highly active on social media, especially Instagram and blogs. On the other hand, the 40-55 year old group prefers communication by email, Facebook, or newsletter. Regardless of age, the entire public of individual and household donors earn an average income of $70,000 per household, classifying this public in the middle to high income level.

45

// key publics Key Publics continued... A significant portion of the population is already consistently donating time and/or money to at least one nonprofit or cause. Due to the Christian nature of this camp, most of this intended population would also value faith. Self-interest: These individuals and families seek to participate in giving back, being a part of something bigger than themselves, and leaving a legacy. Relationship: Little awareness with Camp Conquest itself, yet experienced or at least interested in sponsoring nonprofits with a compelling story or mission. While they may have little knowledge about special needs and critical illnesses, they seek to utilize money as a means of doing their part to help with something greater than themselves. Opinion Leaders: Peers, family, respected members of the community who give substantial time and money to causes. Channels: Word-of-mouth, opinion leaders, social media, local mass media

objectives

Decrease the deficit between female and male volunteers from a 5:1 ratio to a 3:1 ratio by December 31, 2020. Parents of children with special needs Youth Pastors Increase yearly unique website views by 42% by July 1, 2020. Parents of children with special needs Youth Pastors Increase the number of monetary donations from 99 household donations 175 by December 31, 2020. Individual and Household Donors Recruit a large group of volunteers for 50% of the weeks of camp in the year 2020. Youth Pastors Increase Facebook page like from 2073 by 20.6% to 2500 by July 1, 2020. Individual and Household Donors Parents of children with special needs Increase Instagram followers from 765 by 30.7% to 1000 by July 1, 2020. Individual and Household Donors Parents of children with special needs 46

messaging primary messaging Messaging for each Key Public Individual and Household Donors: “In a world that only sees limitations, give those with special needs a week of freedom.” Parents of Kids with Special Needs/Critical Illnesses: “Tell your chapter of the Camp Conquest story.” Youth Pastors: “Your students can provide freedom to those with special needs by serving at Camp Conquest.”

47

// messaging

secondary messaging Secondary Messaging for each Key Public “In a world that only sees limitations, give those with special needs a week of freedom.” 1. For the price of a cup of coffee every other day ($3), you can help build a pool that everyone can swim in despite disability or illness. 2. Your contributions will give those with special needs the ability to fully experience camp. 3. Go to campconquest.com/donate to support this organization dedicated to limitless camp experiences. “Tell your chapter of the Camp Conquest story” 1. By tagging #MyConquestStory in your posts others can see the effect of Camp Conquest. 2. Telling your Camp Conquest Story invites others to create their own. Share yours without limitations! 3. Share the Camp Conquest social media to get others involved in life changing work. “Your students can provide freedom to those with special needs by serving at Camp Conquest”

1. When students have the opportunity to put their faith into action, the Lord works in ways that we could never imagine. Allow your students the opportunity to see those blessings. 2. “You, my brothers and sisters, were called to be free. But do not use your freedom to indulge the flesh ; rather, serve one another humbly in love.” Galatians 5:13 3. Visit campconquest.com/volunteer to see more information about how you can provide freedom to those with special needs.

Note: #MyConquestStory is a hashtag that has not been used before and therefore will be completely unique to all Camp Conquest posts from families and volunteers about their experience during camp. Using this hashtag will store all posts to one location. Even if Camp Conquest’s handle is not tagged this hashtag will redirect the user back to Camp Conquest’s profile.

48

tactics Tactic #1: Improve overall social media presence Today’s society requires that a successful business or organization have a strong online presence if they desire to have name recognition, particularly with social media. Primary research revealed within both focus groups that many people did not know that Camp Conquest was located in Memphis and had very little knowledge, if any, about their story or mission. Because of the need to bring awareness and interaction with new volunteer groups and additional donors, the need to increase social media presence became evident. Camp Conquest has strong content on social media platforms such as Facebook and Instagram, but strategically crafting content to appeal to donors and potential volunteers is necessary to see growth in awareness and involvement. In addition, by telling Camp Conquest’s story the number of household donors will increase.

Implementation:

To begin, it is recommended that Camp Conquest delete their current Twitter account. Though it can benefit organizations to be on as many social media platforms as possible, with Camp Conquest’s current resources and time they can spend posting on social media, it is better to focus on Facebook and Instagram where their main following exists. A sample content calendar was created to provide suggestions on content to post and on what days to post that content. On the calendar are “awareness days” for special needs, such as National Down Syndrome Day, etc. Camp Conquest should take advantage of these days in order to spread their goal of helping those with special needs. Other possible posts that Camp Conquest could implement are Camper Features, where a short caption would be written about a camper sharing their personal experience at camp. Camp Conquest should also use their platform to give volunteer testimonies often through pictures and videos so that others can see and potentially become interested in volunteer work in the future.

49

// tactics

Tactic #1: Improve overall social media presence continued... Videos should be recorded by media volunteers during the upcoming summer and

implemented throughout the year until next summer. Videos should be between 30 seconds to a minute long in order to keep the attention span of those they reach. These can be easily made using the Adobe Spark app. Most posts on Instagram should be shared on Facebook as well in order to reach as many people as possible with content, however, feel free to post things separate if need be. It is also recommended to boost posts, particularly videos, once a week during each month, especially during times of the year when students are thinking about summer service opportunities or youth groups are deciding on where to serve together. Posts can be boosted easily from Instagram or Facebook by going to the post and choosing the “Boost Post� option. From there, you can decide how much money you want to spend, what audience you want to target, and how long you want the boost to run. This will allow Camp Conquest’s message to get out to a broader audience and bring greater engagement to their social media.

50

51

SUNDAY 6/23

SUNDAY 6/16

SUNDAY 6/9

Facebook Post Instagram Post (Camper Testimony)

WEDNESDAY 6/26

Facebook Post

TUESDAY 6/25

Instagram Post (Camper Feature)

MONDAY 6/24

Facebook Post Instagram Post (Camper Testimony)

WEDNESDAY 6/19

Facebook Post Volunteer Testimony Post

TUESDAY 6/18

Instagram Post (Camper Feature)

CDKL5 Awareness Day

MONDAY 6/17

Facebook Post Instagram Post (Camper Testimony)

WEDNESDAY 6/12

Facebook Post

TUESDAY 6/11

Instagram Post (Camper Feature)

MONDAY 6/10

Facebook Post Instagram Post (Camper Testimony)

Facebook Post

Instagram Post (Camper Feature)

Volunteer Testimony Post

WEDNESDAY 6/5 Tourette Syndrome Awareness Post

THURSDAY 6/6

FRIDAY 6/7

THURSDAY 6/27

Throwback Thursday Video

THURSDAY 6/20

THURSDAY 6/13

Throwback Thursday Video

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 6/28

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 6/21

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 6/14

Instagram Post (Volunteer Feature)

Facebook Post

SATURDAY 6/29

SATURDAY 6/22

SATURDAY 6/15

SATURDAY 6/8

TUESDAY 6/4

SUNDAY 6/2

MONDAY 6/3

SATURDAY 6/1

SUNDAY 6/30

Jun-19

KEY:

Holiday Newsletter Facebook Post Instagram Post Video Volunteer Testimony Post

SUNDAY 7/7

SUNDAY 7/14

SUNDAY 7/21

SUNDAY 7/28

MONDAY 7/1

Jul-19 WEDNESDAY 7/3

THURSDAY 7/4

FRIDAY 7/5

Instagram Post (Volunteer Feature)

TUESDAY 7/2

Throwback Thursday Video

FRIDAY 7/12

Facebook Post

Instagram Post (Camper Testimony)

THURSDAY 7/11

Facebook Post Volunteer Testimony Post/Video

WEDNESDAY 7/10

Facebook Post Instagram Post (Camper Feature)

TUESDAY 7/9

Instagram Post (Volunteer Feature)

Facebook Post

Tourette Syndrome Awareness Post

MONDAY 7/8

Facebook Post

FRIDAY 7/19

Throwback Thursday Video

FRIDAY 7/26

Instagram Post (Volunteer Feature)

THURSDAY 7/18

Instagram Post (Camper Testimony)

WEDNESDAY 7/17

Facebook Post

TUESDAY 7/16

Instagram Post (Camper Feature)

MONDAY 7/15 Disability Pride Parade in NY

Instagram Post (Camper Testimony)

THURSDAY 7/25

Facebook Post Volunteer Testimony Post/Video

WEDNESDAY 7/24

Facebook Post

Instagram Post (Camper Feature)

TUESDAY 7/23

Facebook Post

MONDAY 7/22

Facebook Post

Instagram Post (Volunteer Feature)

Facebook Post

National Fragile X Awareness Day

Instagram Post (Camper Testimony)

Instagram Post (Camper Testimony)

Facebook Post

WEDNESDAY 7/31

Facebook Post

TUESDAY 7/30

Volunteer Testimony Post/Video

Instagram Post (Camper Feature)

MONDAY 7/29

Facebook Post Instagram Post (Camper Feature)

KEY:

Holiday Newsletter Facebook Post Instagram Post Video Volunteer Testimony Post

SATURDAY 7/6

SATURDAY 7/13

SATURDAY 7/20

SATURDAY 7/27

52

53

SUNDAY 8/25

SUNDAY 8/18

SUNDAY 8/11

SUNDAY 8/4

Facebook Post Instagram Post (Camper Testimony)

Volunteer Testimony Post/Video

Facebook Post

Instagram Post (Camper Feature)

WEDNESDAY 8/28

TUESDAY 8/27

MONDAY 8/26

Facebook Post Instagram Post (Camper Testimony)

WEDNESDAY 8/21

Facebook Post

TUESDAY 8/20

Instagram Post (Camper Feature)

MONDAY 8/19

Facebook Post Instagram Post (Camper Testimony)

Volunteer Testimony Post/Video

Facebook Post

Instagram Post (Camper Feature)

WEDNESDAY 8/14

TUESDAY 8/13

MONDAY 8/12

Facebook Post Instagram Post (Camper Testimony)

WEDNESDAY 8/7

Facebook Post

TUESDAY 8/6

Instagram Post (Camper Feature)

MONDAY 8/5

Summer Camp Recap Month

Aug-19

Throwback Thursday Video

THURSDAY 8/29

THURSDAY 8/22

Throwback Thursday Video

THURSDAY 8/15

THURSDAY 8/8

Throwback Thursday Video

Newsletter

THURSDAY 8/1

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 8/30

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 8/23

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 8/16

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 8/9

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 8/2

KEY:

SATURDAY 8/31

SATURDAY 8/24

SATURDAY 8/17

SATURDAY 8/10

SATURDAY 8/3

Holiday Newsletter Facebook Post Instagram Post Video Volunteer Testimony Post

SUNDAY 9/1

SUNDAY 9/8

SUNDAY 9/15

SUNDAY 9/22

SUNDAY 9/29

Craniofacial Acceptance Month

WEDNESDAY 9/4

Sep-19 TUESDAY 9/3

THURSDAY 9/5

FRIDAY 9/6

Facebook Post

MONDAY 9/2

Instagram Post (Volunteer Feature)

FRIDAY 9/13

Facebook Post

THURSDAY 9/12

Instagram Post (Camper Testimony)

WEDNESDAY 9/11

Facebook Post

TUESDAY 9/10

Instagram Post

MONDAY 9/9 Sickle Cell Awareness Month

Throwback Thursday Video

FRIDAY 9/20

Instagram Post (Volunteer Feature)

Facebook Post Instagram Post (Camper Testimony)

THURSDAY 9/19

Facebook Post Volunteer Testimony Post/Video

WEDNESDAY 9/18

Facebook Post Instagram Post (Camper Feature)

TUESDAY 9/17

Facebook Post

Hydrocephalus Awareness Month

MONDAY 9/16

Instagram Post (Volunteer Feature)

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 9/27

Facebook Post

THURSDAY 9/26

Instagram Post (Camper Testimony)

WEDNESDAY 9/25

Facebook Post Instagram Post (Camper Testimony)

Throwback Thursday Video

Facebook Post

TUESDAY 9/24

Volunteer Testimony Post/Video

Instagram Post (Camper Feature)

MONDAY 9/23

Facebook Post Instagram Post (Camper Feature)

MONDAY 9/30

Facebook Post Instagram Post (Camper Feature)

KEY:

Holiday Newsletter Facebook Post Instagram Post Video Volunteer Testimony Post

SATURDAY 9/7

World Duchenne Awareness Day

SATURDAY 9/14

SATURDAY 9/21

SATURDAY 9/28

54

55

SUNDAY 10/6

SUNDAY 10/27

SUNDAY 10/20

SUNDAY 10/13

World Cerebral Palsy Day

WEDNESDAY 10/9

Facebook Post Instagram Post (Camper Testimony)

Volunteer Testimony Post/Video

Facebook Post

Instagram Post (Camper Feature)

WEDNESDAY 10/30

TUESDAY 10/29

MONDAY 10/28

Facebook Post Instagram Post (Camper Testimony)

WEDNESDAY 10/23

Facebook Post

TUESDAY 10/22

Instagram Post (Camper Feature)

MONDAY 10/21

Facebook Post Instagram Post (Camper Testimony)

Volunteer Testimony Post/Video

Facebook Post

Instagram Post (Camper Feature)

Invisible Disabilities Week

WEDNESDAY 10/16

TUESDAY 10/15

MONDAY 10/14

Facebook Post Instagram Post (Camper Testimony)

Down Syndrome Awareness Month

Facebook Post

TUESDAY 10/8

Instagram Post (Camper Feature)

MONDAY 10/7

Instagram Post (Camper Testimony)

Throwback Thursday Video

THURSDAY 10/31

THURSDAY 10/24

Throwback Thursday Video

THURSDAY 10/17

THURSDAY 10/10

Throwback Thursday Video

Instagram Post (Volunteer Feature)

Facebook Post

Rett Syndrome Awareness Month

FRIDAY 10/25

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 10/18

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 10/11

Instagram Post (Volunteer Feature)

Facebook Post

Volunteer Testimony Post

Facebook Post

FRIDAY 10/4 Spinal Bifida Awareness Day

ADHD Awareness Month

Newsletter

THURSDAY 10/3

WEDNESDAY 10/2

TUESDAY 10/1

Oct-19

KEY:

SATURDAY 10/26

SATURDAY 10/19

SATURDAY 10/12

SATURDAY 10/5

Holiday Newsletter Facebook Post Instagram Post Video Volunteer Testimony Post

SUNDAY 11/3

SUNDAY 11/10

SUNDAY 11/17

SUNDAY 11/24

Nov-19

WEDNESDAY 11/6

THURSDAY 11/7

FRIDAY 11/1

Facebook Post Instagram Post (Volunteer Feature)

FRIDAY 11/8

Facebook Post

TUESDAY 11/5

Instagram Post (Volunteer Feature)

MONDAY 11/4

Facebook Post

FRIDAY 11/15

Instagram Post (Camper Testimony)

THURSDAY 11/14

Facebook Post

WEDNESDAY 11/13

Instagram Post (Volunteer Feature)

TUESDAY 11/12

Instagram Post (Camper Feature)

MONDAY 11/11

Throwback Thursday Video

FRIDAY 11/22

Facebook Post Instagram Post (Camper Testimony)

THURSDAY 11/21

Facebook Post Volunteer Testimony Post/Video

WEDNESDAY 11/20

Facebook Post Instagram Post (Camper Feature)

TUESDAY 11/19

Facebook Post

MONDAY 11/18

Instagram Post (Volunteer Feature)

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 11/29

Facebook Post

THURSDAY 11/28

Instagram Post (Camper Testimony)

WEDNESDAY 11/27

Facebook Post Instagram Post (Camper Testimony)

Throwback Thursday Video

Facebook Post

TUESDAY 11/26

Volunteer Testimony Post/Video

Instagram Post (Camper Feature)

MONDAY 11/25

Facebook Post Instagram Post (Camper Feature)

KEY:

Holiday Newsletter Facebook Post Instagram Post Video Volunteer Testimony Post

SATURDAY 11/2

SATURDAY 11/9

SATURDAY 11/16

SATURDAY 11/23

SATURDAY 11/30

56

57

SUNDAY 12/29

SUNDAY 12/22

SUNDAY 12/15

SUNDAY 12/8

SUNDAY 12/1

Facebook Post

Instagram Post (Camper Feature)

Facebook Post

MONDAY 12/30

TUESDAY 12/31

Facebook Post Instagram Post (Staff Feature)

Volunteer Testimony Post/Video

Christmas

Christmas Eve

Facebook Post

WEDNESDAY 12/25

TUESDAY 12/24

Instagram Post (Camper Feature)

MONDAY 12/23

Facebook Post Instagram Post (Staff Feature)

WEDNESDAY 12/18

Instagram Post (Staff Feature)

Facebook Post

TUESDAY 12/17

Volunteer Testimony Post/Video

WEDNESDAY 12/11

Instagram Post (Camper Feature)

MONDAY 12/16

Instagram Post (Camper Feature)

Facebook Post

MONDAY 12/9

Facebook Post Instagram Post (Staff Feature)

WEDNESDAY 12/4

Facebook Post

TUESDAY 12/10

TUESDAY 12/3

Instagram Post (Camper Feature)

Newsletter

MONDAY 12/2

Dec-19

Throwback Thursday Video

THURSDAY 12/26

THURSDAY 12/19

Throwback Thursday Video

THURSDAY 12/12

THURSDAY 12/5

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 12/27

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 12/20

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 12/13

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 12/6

KEY:

SATURDAY 12/28

SATURDAY 12/21

SATURDAY 12/14

SATURDAY 12/7

Holiday Newsletter Facebook Post Instagram Post Video Volunteer Testimony Post

SUNDAY 1/5

SUNDAY 1/12

SUNDAY 1/19

SUNDAY 1/26

MONDAY 1/6

Facebook Post Instagram Post (Camper Feature)

THURSDAY 1/2

FRIDAY 1/3

Facebook Post

FRIDAY 1/17

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 1/10

Instagram Post (Volunteer Feature)

THURSDAY 1/9

Facebook Post

WEDNESDAY 1/8

Facebook Post Instagram Post (Staff Feature)

THURSDAY 1/16

Throwback Thursday Video

Instagram Post (Staff Feature)

WEDNESDAY 1/1

Jan-20

TUESDAY 1/7

Volunteer Testimony Post/Video

WEDNESDAY 1/15

Facebook Post

TUESDAY 1/14

Instagram Post (Volunteer Feature)

MONDAY 1/13

Facebook Post

Moebius Syndrome Awareness Day

FRIDAY 1/24

Instagram Post (Staff Feature)

THURSDAY 1/23

Facebook Post

WEDNESDAY 1/22

Instagram Post (Volunteer Feature)

TUESDAY 1/21

Instagram Post (Camper Feature)

MONDAY 1/20

Throwback Thursday Video

Facebook Post Instagram Post (Staff Feature)

Facebook Post Volunteer Testimony Post/Video

Facebook Post Instagram Post (Camper Feature)

Facebook Post

FRIDAY 1/31

Instagram Post (Volunteer Feature)

THURSDAY 1/30

Facebook Post

WEDNESDAY 1/29

Instagram Post (Staff Feature)

TUESDAY 1/28

Facebook Post

MONDAY 1/27

Instagram Post (Camper Feature)

KEY:

Holiday Newsletter Facebook Post Instagram Post Video Volunteer Testimony Post

SATURDAY 1/4

SATURDAY 1/11

SATURDAY 1/18

SATURDAY 1/25

58

59

SUNDAY 2/23

SUNDAY 2/16

SUNDAY 2/9

SUNDAY 2/2

Facebook Post Instagram Post (Camper Testimony)

WEDNESDAY 2/26

Facebook Post

TUESDAY 2/25

Instagram Post (Camper Feature)

MONDAY 2/24

Facebook Post Instagram Post (Camper Testimony)

WEDNESDAY 2/19

Facebook Post Volunteer Testimony Post/Video

TUESDAY 2/18

Instagram Post (Camper Feature)

CDKL5 Awareness Day

MONDAY 2/17

Facebook Post Instagram Post (Camper Testimony)

WEDNESDAY 2/12

Facebook Post

TUESDAY 2/11

Instagram Post (Camper Feature)

MONDAY 2/10

Facebook Post Instagram Post (Camper Testimony)

Volunteer Testimony Post/Video

WEDNESDAY 2/5 Tourette Syndrome Awareness Post

Facebook Post

TUESDAY 2/4

Instagram Post (Camper Feature)

MONDAY 2/3

Feb-20

THURSDAY 2/27

Countdown to Camp Video

THURSDAY 2/20

THURSDAY 2/13

Countdown to Camp Video

THURSDAY 2/6

Instagram Post (Volunteer Feature)

Facebook Post

Rare Disease Day

FRIDAY 2/28

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 2/21

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 2/14

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 2/7

KEY:

SATURDAY 2/29

SATURDAY 2/22

International Angelman Day

SATURDAY 2/15

SATURDAY 2/8

Newsletter

SATURDAY 2/1

Holiday Newsletter Facebook Post Instagram Post Video Volunteer Testimony Post

SUNDAY 3/1 International Wheelchair Day

SUNDAY 3/8

SUNDAY 3/15

SUNDAY 3/22

SUNDAY 3/29

MONDAY 3/2

Mar-20 WEDNESDAY 3/4

FRIDAY 3/6

Instagram Post (Volunteer Feature)

THURSDAY 3/5

Countdown to Camp Video

FRIDAY 3/13

TUESDAY 3/3

Instagram Post (Camper Testimony)

THURSDAY 3/12

Facebook Post

Volunteer Testimony Post/Video

WEDNESDAY 3/11

Facebook Post

Instagram Post

TUESDAY 3/10

Facebook Post

MONDAY 3/9

Facebook Post

KEY:

Holiday Newsletter Facebook Post Instagram Post Video Volunteer Testimony Post

SATURDAY 3/7

SATURDAY 3/14

SATURDAY 3/21

Instagram Post (Volunteer Feature)

World Down Syndrome Day

Facebook Post

FRIDAY 3/20

Facebook Post

Instagram Post (Volunteer Feature)

Facebook Post

SATURDAY 3/28

Brain Injury Awearness Day

Instagram Post (Camper Testimony)

THURSDAY 3/19

Facebook Post

WEDNESDAY 3/18

Instagram Post (Volunteer Feature)

TUESDAY 3/17

Instagram Post (Camper Feature)

MONDAY 3/16

Countdown to Camp Video

FRIDAY 3/27

Facebook Post Instagram Post (Camper Testimony)

THURSDAY 3/26

Facebook Post Volunteer Testimony Post/Video

WEDNESDAY 3/25

Facebook Post Instagram Post (Camper Feature)

TUESDAY 3/24

Instagram Post (Camper Testimony)

Purple Day for Epilepsy

MONDAY 3/23

Facebook Post

TUESDAY 3/31

Volunteer Testimony Post/Video

Instagram Post (Camper Feature)

MONDAY 3/30

Facebook Post Instagram Post (Camper Feature)

60

61

SUNDAY 4/26

SUNDAY 4/19

SUNDAY 4/12

SUNDAY 4/5

Facebook Post Instagram Post (Camper Testimony)

Volunteer Testimony Post/Video

Facebook Post

Instagram Post (Camper Feature)

WEDNESDAY 4/29

TUESDAY 4/28

MONDAY 4/27

Facebook Post Instagram Post (Camper Testimony)

WEDNESDAY 4/22

Facebook Post

TUESDAY 4/21

Instagram Post (Camper Feature)

MONDAY 4/20

Facebook Post Instagram Post (Camper Testimony)

Volunteer Testimony Post/Video

Facebook Post

Instagram Post (Camper Feature)

WEDNESDAY 4/15

TUESDAY 4/14

MONDAY 4/13

Facebook Post Instagram Post (Camper Testimony)

WEDNESDAY 4/8

Facebook Post

TUESDAY 4/7

Countdown to Camp Video

THURSDAY 4/30

THURSDAY 4/23

Countdown to Camp Video

THURSDAY 4/16

THURSDAY 4/9

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 4/24

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 4/17

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 4/10

Facebook Post Instagram Post (Camper Testimony)

Instagram Post (Camper Feature)

MONDAY 4/6

Facebook Post Instagram Post (Volunteer Feature)

Countdown to Camp Video

Newsletter

FRIDAY 4/3

THURSDAY 4/2 World Autism Awareness Day

WEDNESDAY 4/1

Apr-20

KEY:

SATURDAY 4/25

SATURDAY 4/18

SATURDAY 4/11

SATURDAY 4/4

Holiday Newsletter Facebook Post Instagram Post Video Volunteer Testimony Post

SUNDAY 5/31

SUNDAY 5/3

SUNDAY 5/10

SUNDAY 5/17

SUNDAY 5/24

May-20

WEDNESDAY 5/6

THURSDAY 5/7

FRIDAY 5/1 Global Development Delay Day

Facebook Post

Instagram Post (Volunteer Feature)

FRIDAY 5/8

Facebook Post

TUESDAY 5/5

Instagram Post (Volunteer Feature)

MONDAY 5/4

Facebook Post

FRIDAY 5/15

Instagram Post (Camper Testimony)

THURSDAY 5/14

Facebook Post

WEDNESDAY 5/13

Instagram Post (Volunteer Feature)

TUESDAY 5/12

Instagram Post (Camper Feature)

MONDAY 5/11

Tuberous Sclerosis Global Awareness Day

Countdown to Camp Video

FRIDAY 5/22

Facebook Post Instagram Post (Camper Testimony)

THURSDAY 5/21

Facebook Post Volunteer Testimony Post/Video

WEDNESDAY 5/20

Facebook Post Instagram Post (Camper Feature)

TUESDAY 5/19

Facebook Post

MONDAY 5/18

Instagram Post (Volunteer Feature)

Instagram Post (Volunteer Feature)

Facebook Post

FRIDAY 5/29

Facebook Post

THURSDAY 5/28

Instagram Post (Camper Testimony)

WEDNESDAY 5/27

Facebook Post Instagram Post (Camper Testimony)

Countdown to Camp Video

Facebook Post

TUESDAY 5/26

Volunteer Testimony Post/Video

Instagram Post (Camper Feature)

MONDAY 5/25

Facebook Post Instagram Post (Camper Feature)

KEY:

Holiday Newsletter Facebook Post Instagram Post Video Volunteer Testimony Post

SATURDAY 5/2

SATURDAY 5/9

SATURDAY 5/16

SATURDAY 5/23

SATURDAY 5/30

62

// tactics

Tactic #2: Increase Volunteer Position Information on Website page “Volunteers and Missionaries” Primary research revealed that male volunteers prefer to know as much information about any potential volunteer positions before making a commitment. This makes them feel more confident in that position and that they will be able to fulfill that position and do it well. Including a statement about pre-camp training and a full itinerary on Camp Conquest’s website will allow all volunteers to see everything that they will be doing each day and feel more confident about their job. This tactic will help to fulfill the objective of increasing male volunteers.

Implementation:

The addition of these materials to the website will begin in July 2019 after the Summer 2019 camp season. The first addition is an itinerary which should be visible on the “Volunteers and Missionaries” page of Camp Conquest’s website and not a PDF document. This allows potential volunteers to see it as soon as they click on the “Get Involved” page. Included in the itinerary should be any and all activities that the volunteer will be helping the camper with or able to experience for themselves. Because many males are hesitant to volunteer with people with special needs, it is imperative that Camp Conquest inform those volunteers before they begin the application process that they will have a training session before the campers arrive. If potential volunteers are at all unsure about volunteering because of any uncertainty in their own abilities, this statement will help them understand that they will be fully trained on their camper’s special needs, and know that they will receive support from the Camp Conquest staff during the week. This statement needs to be crafted carefully, and it is recommended that Camp Conquest post it on the main page of their volunteer page.

An example text follows:

“Before summer camp begins we require all volunteers to attend an intensive training where you will become familiar with your campers special needs and learn how to assist your camper throughout the week. You will also have the support of your cabin leader and other experienced camp staff. We want you to feel prepared to help and serve during the week at Camp Conquest! Unlike most camps, we have to keep a high ratio of counselors-to-campers so the need for those with a servant’s heart is great.”

63

// tactics Tactic #3: Simplify the Volunteer Application This recommendation comes directly from the focus groups with volunteers regarding males commitment. Research found that if the application process is too intricate or involved, many males will lose interest and not complete the application. After completing a critical analysis of Camp Conquest’s current application, it was found that the application could be divided into two steps: a volunteer application and a volunteer registration. By dividing this application into two steps, volunteers will find it easier to submit their application rather than losing interest because of the length and depth of the questions.

Implementation:

The first part of the application would include the current forms called “Volunteer Information” and “Background Education and Work Experience.” Then it is recommended that a section be added to ask the applicant: “How did you hear about Camp Conquest?” Finally, to assist in the evaluation of the objective for Camp Conquest is to increase the number of large groups that volunteer, it is also suggested that there be a section that the volunteer can specify which group they are volunteering with to give them affirmation that they are not alone in their position. Once a volunteer has been accepted they will receive an email with a link to complete their volunteer registration. This link will take them to the Volunteer Registration and in that form the following sections that are currently existing on the

Volunteer Registration:

“Terms and Conditions” “Medical Information” “Emergency Contacts” “Personal Needs” “Volunteer Confidentiality Agreement” “Participation Fees” “Confirm Fees” “Checkout”

Tactic #4: Streamline Donor Appreciation As Camp Conquest continues to expand and receive more donations, they need to stay committed to their relational qualities by sending a personal thank you note to those who make a donation. With increased numbers of households donating to Camp Conquest this will become more difficult.

64

// tactics Tactic #4: Streamline Donor Appreciation continued... Implementation: Camp Conquest should begin to use a portion of the craft time at camp for each camper to create one or two original art projects to be sent to each person who makes a donation. Each piece of artwork will be collected and kept until a donation is received, then they will be mailed to the donors. Within the letter, the donor will receive the original artwork and a typed note that is signed by the camp’s founder. An example of the typed letter is below:

Dear __,

In a world that points out their limitations, your gift gives those with special needs the ability to have a camp experience full of freedom and possibility. During their time at Camp Conquest, people with special needs have the ability to do everything they have ever wanted to do. They go down a zip line, conquer a rope course, have dance parties, and get to experience a time when there is no such thing as the phrase, “you can’t.”

Your gift has helped bring Camp Conquest from being a dream on a piece of paper to a reality, and a place where those with special needs have the freedom to smile, laugh, and experience the joys and memories of camp.

Camp Conquest is a 501(c)(3) nonprofit with the EIN#: 46-3206226. While we know that this isn’t the cause of your generosity, all financial contributions are tax-deductible. It is agreed and understood that no goods or services were provided by Camp Conquest in exchange for the donation.

Thank you for your generous heart and for making a tangible, lasting difference to individuals with special needs and disabilities as well as their families. When we see the joy on the faces of those we serve, we thank God for your compassion and generosity.

Many blessings,

Mark Price

Founder & CEO Camp Conquest PO Box 1025 Arlington, TN 38002 (901) 490-7164

65

// tactics Tactic #5: Email Blast to Youth Pastors Primary research showed that to increase the number of male volunteers, Camp Conquest needs to build and strengthen relationships with people who have influence in the lives of young guys. It is recommended that Camp Conquest make connections with youth leaders and pastors in the West Tennessee area. This will help accomplish the objective of decreasing the deficit of female to male volunteers due to the fact that youth pastors and leaders have a lot of influence over the groups and kids that they lead. Implementation: It is recommended that Camp Conquest begin to reach out to the local churches to request recruitment help. It is also recommended to ask those youth leaders and pastors to introduce them to additional contacts. This will help grow Camp Conquest’s reach within the ministry community. Once email addresses are obtained from local youth leaders and pastors, the email should go out a year before camp, as this is generally the time youth leaders and pastors begin to calendar next year’s missions trips and events. The email should provide them a brief synopsis of Camp Conquest and their mission, discuss the roles of volunteers, and give them a call to partner with Camp Conquest in making camp their mission trip for the summer or other school break mission trips. On the following page is a sample email that could be sent.

66

// tactics SUBJECT: “Exciting Missions Opportunity for Your Students” Hello ____, My name is Mark Price and I am the founder of Camp Conquest, a camp located in the Memphis, TN area and designed specifically for those with special needs to experience summer camp like other students. We are one of the few special needs camps that allows any person with special needs to attend, no matter what physical limitations the camper may have. Camp Conquest has a commitment to having one volunteer for every camper who comes to camp, but because of that commitment, we need your help. We are asking that you consider serving at Camp Conquest with your students next summer. With God’s continued blessings, we have continued to grow and our camp seasons have expanded, which means the need for volunteer commitment is great. Your students can provide freedom to those with special needs by serving at Camp Conquest. From our experience, when students have the opportunity to put their faith into action, the Lord works in ways that we could never imagine. Allow your students the opportunity to see those blessings. Also, don’t worry about whether or not your students have proper experience working with special needs individuals; We prepare all of our volunteers so they have the confidence and how they will be fully trained on their camper’s special needs and know that they will receive support from the Camp Conquest staff during the week. I would love to schedule a call with you to discuss further how your group can see and experience how God is working through Camp Conquest! Please let me know when you are free. You can also visit campconquest.com/ volunteer to see more information about how you and your youth group can provide freedom to those with special needs. Many blessings, Mark Price Founder & CEO “You, my brothers and sisters, were called to be free. But do not use your freedom to indulge the flesh; rather, serve one another humbly in love.” Galatians 5:13 67

// tactics Tactic #6: Develop Newsletter Camp Conquest should begin to send out a newsletter on a regular basis, based on primary research performed in a donor focus group. Research found that having a newsletter is beneficial in keeping donors and families informed, however, they recommend that it is not necessary to send it monthly. This newsletter will help to bring awareness for Camp Conquest as well as gain additional followers on social media and monetary support. Implementation: In order to be efficient and effective, this newsletter should be delivered by email. Having an eNewsletter would allow Camp Conquest to send content continually to a list of subscribers that others can join at any time. Email addresses will be gathered from the existing list of past volunteers, attendees at any Camp Conquest events, and current donors that are stored in ConstantContact, which is the email marketing website Camp Conquest currently uses. Using the newsletter template, the camp can easily add and adjust the design and content that can also be previewed before scheduling the email. The newsletter should be written one week before it is sent in order to allow time to edit and revise. A suggested order of sections within the eNewsletter is overview, spotlight, giving, upcoming events, and articles. The overview is a section to briefly recap what has occurred since the last time a newsletter was delivered. The spotlight section should be dedicated to highlighting stories of the Camp Conquest, including campers, volunteers, and families. Following the spotlight will be a button that sends readers directly to the Camp Conquest website. ConstantContact has a feature that allows a sender to set up a giving campaign, which can be used for regular giving or specific giving pushes, such as Giving Tuesday and Year End Giving. Then, Camp Conquest can invite and inform donors, parents, and volunteers with a list of all the events to come, whether it’s a gala, cookout, session of camp, fundraising opportunity, or other exciting event.

68

// tactics Tactic #6: Develop Newsletter continued... Each eNewsletter can end with a section designated to sharing an excerpt of an article with a link to the full article. For example, one eNewsletter could provide information about the Tennessee Respite Coalition and the work that they do to support caregivers, including parents of children with special needs. In addition to all of this recommended content, the eNewsletter can also be set up to link to the camp’s social media platforms. It is suggested that Camp Conquest sends a newsletter each month of the summer camp season: June, July, and August. Besides the summer, newsletters should be sent out approximately every other month, or in February, April, October, and December. It is recommended that the eNewsletter be sent out on the first weekday of the month and be an update from the month before. For example, an eNewsletter being sent on October 1st will be a update from September. Example of a “Giving Tuesday” fundraiser

69

// tactics

eNewsletter Sample:

70

// tactics Tactic #7: Host “Camper For a Day� Event After hosting focus groups involving males and their volunteer experience, it was found that they preferred being asked to volunteer for a position by someone they knew personally and who knew their strengths. Before they commit to anything, our participants voiced that they like to know they have the ability to succeed in the position they are volunteering for. This can be done well by someone they know personally asking them. It was also noted during research that males were more likely to volunteer with groups of people they know, especially when the leader of that group knows exactly what the position entails. With this knowledge, it is recommended that Camp Conquest implement an event for youth leaders to participate in at Camp Conquest as a camper, to experience the camp first hand and see how, by partnering with Camp Conquest, their youth group could have an impact on people with special needs in ways they never thought they could. This event would allow youth group leaders and pastors to experience things like zip lining across the lake, participating in worship, getting to know the Camp Conquest staff, and understanding the specific needs that they and their youth group could fill for Camp Conquest in the coming camp seasons. This will ultimately increase the number of large groups that volunteers with Camp Conquest during each camp season and, based on primary research, increase the number of males that volunteer. Implementation: This tactic begins with making connections and building relationships with youth leaders and pastors in the Memphis and surrounding West Tennessee area. A month before camp season, send out an email (provided on page 73) that invites youth leaders to this event to experience Camp Conquest. It would be best to have a total of ten to fifteen youth leaders and pastors RSVP to this event, and it is recommended to host this three to four times over the camp season. During their visit, youth leaders and pastors will be led through the itinerary by a member of the Camp Conquest staff who will show them how volunteers are creating a large impact on people with special needs.

71

// tactics

Tactic #7: Host “Camper For a Day” Event continued... Before they leave, it is recommended that the youth leaders have a conversation with staff about the needs of Camp Conquest, specifically with male volunteers. The findings from primary research should be shared with the youth leaders and pastors, such as the way to ask males to volunteer, the necessity of asking a larger group of people so males are more comfortable, and finally, because males are less likely to volunteer in a position that works with special needs individuals. It is important that a leader of the group share how volunteers in positions at Camp Conquest are fully prepared for the week of camp.

Sample Itnerary

Camper for a Day I T I N E R A R Y

★ 8:15 am -- Breakfast ★ 9:00 am -- Morning Devotion ★ 9:45 am -- Arts and Crafts ★ 10:45 am -- Zip line ★ 12:00 pm -- Lunch ★ 1:00 pm -- Rec Rotation One: horseback riding and rock climbing ★ 2:30 pm -- Rec Rotation Two: pool and water slide ★ 4:00 pm -- Tour of the camp property ★ 5:00 pm -- Meet with Mark about large group partnership ★ 6:00 pm -- Dinner ★ 7:00 pm -- Worship by the fire and s’mores ★ 8:00 pm -- Dismiss

72

// tactics Sample Email to Youth Leaders: Hello ____, My name is Mark Price and I am the founder of Camp Conquest, a camp located in the Memphis, TN area and designed specifically for those with special needs to experience summer camp like other children. We are one of the few special needs camps that allows any person with special needs to attend no matter what physical limitations the camper may have. Camp Conquest has a commitment to having one volunteer for every camper who comes to camp, because of that commitment, we need more help. With God’s continued blessings we have continued to grow and our camp seasons have expanded. We are asking that you consider making serving for a week at Camp Conquest your missions trip next summer. Your students can provide freedom to those with special needs by serving at Camp Conquest. From our experience, when students have the opportunity to put their faith into action, the Lord works in ways that we could never imagine. Allow your students the opportunity to see those blessings. We prepare all of our volunteers so they have the confidence and how they will be fully trained on their camper’s special needs and know that they will receive support from the Camp Conquest staff during the week. I would love to invite you to our “Experience Camp Conquest Day”! This is a day where we take time to show potential partners around the camp and give them time to experience what it is like to volunteer with us. You will have a chance to see those with specials needs overcome things that once were challenges in their lives, and how our volunteers are impacting the lives of people everyday. This event is happening on (Insert date and time of event) and we would love for you to be a part of it. Please let me know if you are able to attend or even if you have any questions about the event or Camp Conquest. You can also visit campconquest.com/volunteer to see more information about how you and your youth group can provide freedom to those with special needs. Many blessings, Mark Price Founder & CEO “You, my brothers and sisters, were called to be free. But do not use your freedom to indulge the flesh; rather, serve one another humbly in love.” Galatians 5:13

73

// tactics Tactic #8: End of Summer Picnic to Celebrate what we have Conquered this year! Camp Conquest is intentional about building relationships with campers, volunteers who help the camp continue to bring focused support to those with special needs, and the donors who help make Camp Conquest possible. It is recommended that they host an end of the year event to bring all donors, of time and money, back to Camp Conquest to reflect on the past year and dream about the year to come. While it is understood that Camp Conquest currently is in the process of holding a function very similar to this at the end of Summer 2019, this is recommended as a tactic to continue that same event and have a larger purpose for hosting it. This event will also give them a chance to invite their friends to come and see what a great experience Camp Conquest offers to people with special needs. Although the purpose of this event is not to specifically fundraise, it was found in primary research that if Camp Conquest shares their story, those who hear it will feel compelled to give either in time or money. The objective of this event is to build additional awareness for the camp but also to help bring awareness with the intention that those who attend will feel the desire to give to Camp Conquest in their next fundraiser. Implementation: Planning for this event will begin a year in advance. At the annual Camp Conquest Gala there will be physical “Save the Dates” on the tables and a verbal invitation will be given to all those in attendance. Using the message “In a world that only sees limitations, give those with special needs a week of freedom” will help both with the Gala itself but also encourages people who give to come and see a place where there are no limitations. Two months before the event, vendors, such as caterers, music or bands, etc. will be contacted to help make this event a success. An additional option would be to bring entertainment; an example of that being an inflatable obstacle course and slide. A month before the event, an invitation will be emailed within the July Newsletter. This newsletter should include the message “Tell your chapter of the Camp Conquest story!” and the end will invite them to bring along a friend to the picnic so that they can see how their support has impacted people with special needs.

74

// tactics Tactic #8: End of Summer Picnic to Celebrate what we have Conquered this year! continued... The event itself should be a time of celebration and saying “thank you” to all of the Camp Conquest donors and sponsors, so activities like the zip line, horseback riding, and the pool should be open during the time of the Picnic as a way to show them that the camp is for everyone. Before people leave, a Camp Conquest Board Member should get up and thank everyone for the work that they have done, share a story from that summer at camp, play a video that was made by a volunteer over the summer, and invite everyone to follow Camp Conquest on social media to help share the Camp Conquest story. The primary message for families with children with special needs, is “Tell your chapter of the Camp Conquest story” which will be used at the time of the event to encourage people to be taking pictures and posting them on their social media, being sure to tag Camp Conquest and use the hashtag “MyConquestStory.” Tactic #9: Set up a exhibitors booth at a national youth pastor conference Primary research showed that a strategy to increase the number of male volunteers for Camp Conquest is that males should be approached and invited to volunteer individually by people they trust, and they should go in a group. Youth leaders and pastors are a great resource for this. A great way to reach many of them with Camp Conquest’s message is to set up an exhibitors booth at a national youth pastors conference. There are many that take place all over the country, however, attending one in the Southeast part of the United States is probably the best choice for Camp Conquest. Implementation: A few choices for Camp Conquest that we have found are Youth Pastor Summit in Nashville or Catalyst in Atlanta. A basic table at YPS costs approximately $750. Updated information can be found at http://www.slulead.com/exhibitorapplication. Information is limited on exhibitors at Catalyst, however, a possible contact can be made via email to nikki.sharrett@catalystleader.com.

75

// tactics

Tactic #9: Set up a exhibitors booth at a national youth pastor conference continued... Camp Conquest will need to create promotional materials including messaging for the key public of youth leaders and pastors. It should be materials that include Camp Conquest’s mission and the specific needs that they have for volunteers, especially male volunteers. They will also need to create a table that is presentable and inviting to youth leaders and pastors to encourage them to come and gain more information about what Camp Conquest’s mission is and why they are attending the conference. It is also important to gain email addresses from everyone that comes to the table with the intention of inviting them to the event of “Camper for a Day” and including them on the youth leader and pastor email blasts that go out asking for groups to volunteer at Camp Conquest. Tactic #10: “Evaluate Year End Giving” Strategy The end of the year is a time when many organizations are asking for additional funding for either a specific need or an overall organizational operating cost. It is imperative that Camp Conquest stands out from that large number. This can be done in many ways, but it is recommended that Camp Conquest consider beginning with ensuring that all of their social media post about donating look similar to their other posts throughout the year. While it is key to have a post requesting donations stand out from others, that can be done in the messaging of the post rather than the picture itself. It can also be considered having a short 30 second video created during a week at camp to post asking as well. Camp Conquest has a unique feature where donors can see if their employers will match their gifts. This is something that should be posted about on social media during the final weeks of the year. However, posting about donating too much can turn people away from wanting to help, and can lead them to unfollow Camp Conquest’s social media, so it is recommended only to post about requesting donations once or twice, but within that post, ask people to share to their own personal pages so the reach of Camp Conquest can go further. Finally, it is recommended that Camp Conquest decide on a donation goal. This will rally individuals together to try and achieve a specific goal rather than just donating individually. It brings the relational side of the camp’s mission to the donor side of the camp as well. It also allows Camp Conquest the opportunity to keep posting things such as “One week from today our donor campaign ends and we still need your help!” rather than just posting something more generic. 76

// tactics

Tactic #11: Integrate Messaging During the course of this strategic planning process, new messaging was developed. While the messaging currently used by Camp Conquest is inspiring, it is recommended that Camp Conquest integrate the created messages into many of their media platforms as well as email, marketing and promotional materials, and the current Camp Conquest website. Many of the messages have been integrated into other tactics such as the newsletter and email communications, but below are some additional suggestions for integrating messaging.

The Website

Currently the website home page reads “Inspire. Challenge. Change A Life” but we recommend the wording be changed to the new slogan “Extraordinary people deserve an extraordinary camp”.

On Camp Conquest’s “Donate” page, it is recommended to add the message “Your contributions will give those with special needs the ability to fully experience camp” right under the header to remind donors what their money is going to do.

77

// tactics Tactic #11: Integrate Messaging continued... Social Media On social media, the majority of Camp Conquest’s following will consist of families with a child that has special needs and potential volunteers. They follow the social media pages to keep updated on camp seasons, what is happening during the time of camp, and how they can get involved. For these platforms, we recommend using both primary and secondary messaging. These messages will encourage parents to share their story of their time at Camp Conquest, how that week impacted their lives, the lives of their children, and how their family has benefitted from being part of the Camp Conquest story. The messages will also help share the volunteer experience so that others will see and be inspired to spend their summer serving. This will help bring overall awareness and ultimately encourage people to give so that Camp Conquest can continue to change the lives of people with special needs. These messages include: “By tagging #MyConquestStory in your posts others can see the impact of Camp Conquest” “Share the Camp Conquest social media to get others involved in life changing work.” “Sharing your CC experience invites others to create their own. Tell your limitless story! The hashtag #MyConquestStory has not been used before and will become another way that the public can interact with Camp Conquest. It invites parents of children and adults with special needs to share their own story and help new families feel confident that their children will have a similar story to tell after just one week! When doing a donation campaign it is recommended to use the following messages to encourage families and households to give to Camp Conquest: “For the price of a cup of coffee every other day ($3), you can help build a pool that everyone can swim in despite disability or illness” “Go to campconquest.com/donate to support this organization dedicated to limitless camp experiences”

78

// tactics Tactic #11: Integrate Messaging continued... The Camp Conquest Annual Gala The Gala event that is hosted in the spring time is an excellent way to also bring the new messaging into the promotional materials. The main recommendation for this event is to have the slogan printed on any and all banners, invitations, and promotional materials. This message invites people to think about how extraordinary individuals with special needs are and then look for further information on the website about how to give or attend the annual gala event. Futuristic Tactics: Future Tactic #1: Create a Giving Campaign Primary research revealed that donors do not like to see constant posting on social media platforms from organizations about sponsoring or giving money to their cause or organization. It is recommended that Camp Conquest design a Giving Campaign that specifically communicates a renovation need for the camp. Messaging should be used for families with special needs children to share their Camp Conquest story and invite others to give to the campaign. While this is not recommended as a current tactic because there are many tactics that can be immediately implemented, it is something that Camp Conquest should consider for the future. This can be filled by asking people to exchange one coffee purchase a week to bring freedom to those with special needs. This would be a year-long event where Camp Conquest has a campaign for families to give $20 a month to Camp Conquest and get their name on the side of a building at the new camp. Another campaign that Camp Conquest could consider implementing is asking that as families buy summer pool passes that they donate the same amount of money it costs for a pool pass at their local pool to allow a special needs child to have a “pool pass� for Camp Conquest. If this money is donated under this campaign the family would have their name on the side of the pool.

79

// tactics Futuristic Tactics continued: Future Tactic #2: Pitch Camp Conquest’s stories to media outlets Camp Conquest has a compelling story, and when people hear it they may be moved to give either their time or money. While many news and media outlets may be interested in running this story, they need to have an angle to tell the story. An angle answers the question, “why do people care?” We recommend keeping a list of angles and stories during the weeks of camp with the intention to pitch them to news and media outlets throughout the year. For example, the Annual Gala is a great example of a story that news outlets would want to cover along with the unique aspects of Camp Conquest. Future Tactic #3: Develop a volunteer promotional packet to send to larger groups (i.e. church groups, colleges, etc.) During primary research it was found that it is important to provide as much information about the volunteer opportunity and position at Camp Conquest when recruiting large groups and males. While this tactic is important, Camp Conquest first needs to build relationships with youth leaders and pastors before they can send them an extensive recruitment package. This is a tactic that it recommended that Camp Conquest consider implementing after the 2020 camp season. It will take a large amount of time and effort to create, but below are some suggestions for content that should be included in the recruitment packet: An email to be sent out with the slideshow, a list of specific needs that the camp has (number of guys, weeks that need more volunteers, ages, etc) A slideshow that can be shown with a video of founders Mark and Amanda Price sharing their story and why they need big groups Information about getting guys to volunteer Attend the “Camper for a Day” event so you can share your personal experience with the group Ask them individually Talk to the most influential guys in the group Be willing to share your excitement for the opportunity to serve

80

// tactics Futuristic Tactics continued: Future Tactic #4: Apply for American Camp Association (ACA) accreditation *Following is a summary from the official ACA website (https://www.acacamps.org) In response to the client’s request for general awareness and increased male volunteers, American Camp Association accreditation process is recommended. The ACA is the only independent accrediting organization reviewing camp operations in the country. ACA’s nationally recognized standards focus primarily on the health, safety, and risk management aspects of a camp’s operation. ACA collaborates with experts from the American Academy of Pediatrics, the American Red Cross, and other youth-serving agencies to assure that current practices at the camp reflect the most up-to-date, research-based standards in camp operation. The main values of becoming accredited through the ACA program are to educate camp owners and directors in the administration of key aspects of camp operation, as well as to assist the public in selecting camps that meet industry-accepted and government-recognized standards. ACA’s Camp Database provides the public with eleven separate ways to search for the ideal ACA-accredited camp. It is recommended that Camp Conquest seek accreditation through the ACA because with an ACA accreditation, parents and volunteers will see that this organization has been reviewed and approved with government standards, marking it to be top notch in health and safety. Through this organization, Camp Conquest will be entered into a national camp database for donors, campers, and volunteers to find. Through a partnership with ACA, the Chaco company will provide a 40% discount to camp counselors/volunteers working at accredited summer camps. This is not only an incentive for volunteers, but it should also be noted that Chaco will donate a percentage of the purchase to ACA to further their research on Research, Project Real Job, and Send a Child to Camp programs. This partnership deal can be found on ACA’s website at https://www.acacamps.org/about/partners/businesspartners/chaco Requirements to receive accreditation: U.S.-based camps with at least one program that occurs in the United States or its territories. Programs with a primary audience of campers five years and older. Program sessions must be at least three days in length, with a specific purpose and goals. Single-day programs and one-night/two-day programs are not considered for ACA accreditation.

81

// tactics

Futuristic Tactics continued: Future Tactic #4: Future Tactic: Apply for American Camp Association (ACA) accreditation continued... There is an individualized accreditation fee for each organization depending on size and operation costs. To see an estimate of Camp Conquest’s accreditation cost visit https://www.acacamps.org/membership/camps/camps-seeking-accreditation Based on the 2018 Camp Conquest operating budget of $93,414 the estimated cost for both camp membership and accreditation through ACA would be $803. For camp membership alone, the estimated cost would be $350.

82

calendar Tactic Implementation Calendar July 2019 In early July delete Twitter account In early July simplify the Volunteer Application In early July increase volunteer position information on website page “Volunteers and Missionaries” In early July integrate Messaging In late-July draft and edit Camp Conquest eNewsletter August 2019 Send Camp Conquest eNewsletter on Friday, August 2nd with the content including a July update In mid-August send an email blast to youth pastors asking them to partner with Camp Conquest as their missions trip for the following summer September 2019 In late September, draft and edit Camp Conquest eNewsletter October 2019 Send Camp Conquest eNewsletter on Tuesday, October 1st with the content including a September update and referencing the “End of Year Picnic” November 2019 In late November, draft and edit Camp Conquest eNewsletter December 2019 Send out Camp Conquest eNewsletter on Monday, December 2nd with the content including a November update and giving the year-end donation goal In early December evaluate the current end of year ask process 83

// calendar Tactic Implementation Calendar continued... January 2020 Apply for a table at the 2020 Youth Pastor Summit in Nashville (dates for application deadline are subject to change) In late January, draft and edit Camp Conquest eNewsletter February 2020 Send out Camp Conquest eNewsletter on Monday, February 3rd with the content including donation year-end donation update and other January updates Print “Save the Dates” for the “End of Summer Picnic to Celebrate what we have Conquered this year!” to pass out at the Gala March 2020 Announce the “End of Summer Picnic!” at the Annual Gala In mid to late March send an email blast to youth leaders and pastors inviting them to participate in the event “Camper for a Day” to experience Camp Conquest In late March, draft and edit Camp Conquest eNewsletter April 2020 Send out Camp Conquest eNewsletter on Wedneday, April 1st with content including March updates and Camp Conquest Annual Gala recap In mid-April, attend the 2020 Youth Pastor Summit in Nashville (dates of the event are subject to change) May 2020 Send an email reminder to youth leaders and pastors about “Camper for a Day” event During camp weeks, collect original artwork from campers for donor appreciation letters During camp weeks, record a 30 video to post during the “End of Year Ask” In late May, draft and edit Camp Conquest eNewsletter June 2020 Send out Camp Conquest eNewsletter on June 1st with content including a May update During camp weeks, collect original artwork from campers for donor appreciation letters During camp weeks, host “Camper for a Day” event during the camp season During camp weeks, record a 30 video to post during the “End of Year Ask” In late June, draft and edit Camp Conquest eNewsletter

84

// calendar Tactic Implementation Calendar continued... July 2020 Send out Camp Conquest eNewsletter on July 1st with content including June update and an invitation for the “End of Summer Picnic” During camp weeks, collect original artwork from campers for donor appreciation letters During camp weeks, record a 30 video to post during the “End of Year Ask” In early July begin to book vendors for the End of Summer Picnic August 2020 Send Camp Conquest eNewsletter on August 1st with the content including a July update During camp weeks, collect original artwork from campers for donor appreciation letters During camp weeks, record a 30 video to post during the “End of Year Ask” September 2020 Host “Picnic to Celebrate what we have Conquered this year!” event in early to midSeptember In late September, draft and edit Camp Conquest eNewsletter October 2020 Send Camp Conquest eNewsletter on October 1st with the content including a September update November 2020 In late November, draft and edit Camp Conquest eNewsletter December 2020 Send out Camp Conquest eNewsletter on December 1st with the content including a November update and giving the year-end donation goal ONGOING: Send thank you notes to donors as donations are sent to Camp Conquest Collecting email addresses of youth leaders and pastors Social media posts and boosting post

85

budget Budget for Tactics Implementation Total (excluding ACA Accreditation)

$2,973.55 Item

Cost

MailChimp

FREE (12,000 emails per month; up to 2,000 subscribers) GROW (unlimited emails; $10/month for 0-500 subscribers OR $15/month for 501-1,000 subscribers)

Camper for a Day (50 attendees) Printed Promotion (Camper for a Day and Picnic) Boost Posts (2x per month)

Food: $15 per person (3 meals at $5 each) $56.95 for 1,000 4"x6" postcards $100 Total (Pricing based on 4 days, automatic placement, button to "Learn More")

Picnic to Celebrate (150 attendees)

Food: $5 per person ($1,000 for 200 people) Entertainment, optional: $290 (example- inflatable obstacle course and slide)

Physical Mailing for Donors

$51.60 (1,000 peel and seal #10 envelopes $225.00 (500 Forever Stamps at $0.55 each)

Booth Rental at a Conference ACA Accreditation

$750/table at YPS in Nashville calculate this price based on operaing budget

communication confirmation See Communication Confirmation Breakdown on following page...

Individual and household donors

Parents of children with special needs or critical illness

Youth Pastors

Key Public

Primary Messages

Secondary Messages

Opinion Leaders

Looking for summer, spring, or winter break trips for missions opportunites, as well as have students that they want to “Your students can provide freedom to those with see serve in some capacity. special needs by serving at Camp Conquest”

Information on what their campers are doing and what they have the opportunity to be a part of “Tell your chapter of the Camp Conquest story”

Increase Facebook page like from 2073 by 20.6% to 2500 by July 1, 2020

These individuals and families seek to Increase the number of monetary donations from participate in giving back, being a part of 99 household donations 175 by December 31, something bigger than themselves, and leaving “In a world that only sees limitations, give those 2020 a legacy. with special needs a week of freedom.”

Develop Newsletter

Share the Camp Conquest social media to get others involved in life changing work

Increase Instagram followers from 765 by 30.7% to 1000 by July 1, 2020

Peers, family, respected members of the Your contributions will give those with special needs community who give substantial time and the ability to fully experience camp money to causes.

Go to campconquest.com/donate to support this organization dedicated to limitless camp experiences

For the price of a cup of coffee every other day ($3), you can help build a pool that everyone can swim in despite disability or illness.

Peers, family members, friends, neighbors, support groups for parents with special needs, bloggers with a special needs child, By tagging #MyConquestStory in your posts others and medical professionals in the special can see the effect of Camp Conquest needs field

Improve overall social media presence

Information on what their campers are doing and what they have the opportunity to be a part of “Tell your chapter of the Camp Conquest story”

Streamline donor appreciation

A Picnic to Celebrate what we have Conquered this year!

Develop Newsletter

Improve overall social media presence

Develop Newsletter

Integrate Messaging Peers, family members, friends, neighbors, support groups for parents with special needs, bloggers with a special needs child, By tagging #MyConquestStory in your posts others and medical professionals in the special can see the effect of Camp Conquest needs field

Improve overall social media presence

Have time for themselves or financially give to the organization that has provided a great service to them. “Tell your chapter of the Camp Conquest story”

Develop Newsletter

Set up a exhibitors booth at a national youth pastor conference.

Email Blast to Youth Pastors

Increase Volunteer Position Information on Website page “Volunteers and Missionaries”

Simplify the Volunteer Application

“Experience Camp Conquest”

Set up a exhibitors booth at a national youth pastor conference.

Increase Volunteer Position Information on Website page “Volunteers and Missionaries”

Simplify the Volunteer Application

“Experience Camp Conquest”

Integrate Messaging

Email Blast to Youth Pastors

A Picnic to Celebrate what we have Conquered this year!

Increase website yearly unique views by 42% by July 1, 2020

The youth and/or college-aged students they interact with on a day to day basis, parents, other church leaders, community outreach

The youth and/or college-aged students they interact with on a day to day basis, parents, other church leaders, community outreach

Tactics

Improve overall social media presence

Develop Newsletter

Peers, family members, friends, neighbors, support groups for parents with special needs, bloggers with a special needs child, Sharing your CC experience invites others to create and medical professionals in the special their own. Tell your limitless story! needs field

“You, my brothers and sisters, were called to be free. But do not use your freedom to indulge the flesh; rather, serve one another humbly in love.” Galatians 5:13

When students have the opportunity to put their faith into action, the Lord works in ways that we could never imagine. Allow your students the opportunity to see those blessings.

“You, my brothers and sisters, were called to be free. But do not use your freedom to indulge the flesh ; rather, serve one another humbly in love.” Galatians 5:13

Visit campconquest.com/volunteer to see more information about how you can provide freedom to those with special needs

When students have the opportunity to put their faith into action, the Lord works in ways that we could never imagine. Allow your students the opportunity to see those blessings.

Looking for summer, spring, or winter break trips for missions opportunites, as Visit campconquest.com/volunteer to see more National committees for the church well as have students that they want to “Your students can provide freedom to those with information about how you can provide freedom to denomination, main church site pastors, see serve in some capacity. special needs by serving at Camp Conquest” those with special needs family, friends.

Self-Interests

Looking for summer, spring, or winter break trips for missions opportunites, as Recruit a large group of volunteers for 50% of the well as have students that they want to “Your students can provide freedom to those with week of camp in the year 2020 see serve in some capacity. special needs by serving at Camp Conquest”

Decrease the deficit between female and male volunteers from a 5:1 ratio to a 3:1 ratio by December 31, 2020.

Increase website yearly unique views by 42% by July 1, 2020

Objectives

evaluation Evaluation of Objectives: Objective one: Decrease the deficit between female and male volunteers from a 5:1 ratio to a 3:1 ratio by December 31, 2020. Criteria: Female to male volunteer ratio is 3:1 or lower on December 31, 2020 (a year and a half after campaign begins). Tool: We’ll plan to keep a demographic record of volunteers for this upcoming summer camp staff and compare the numbers to next summer’s camp staff. Objective two: Increase website yearly unique views by 42% by December 31, 2020. Criteria: Yearly unique views on Camp Conquest’s website are 42% or higher on December 31, 2020 than where they were in July of 2019. Tool: We’ll plan on keeping quarterly records of website traffic starting in July of 2019. We also plan on signing Camp Conquest’s website up with Google Analytics so that we can have accurate data to compare to the beginning of the campaign. Objective three: Increase the number of monetary donations from 99 household donations 175 by December 31, 2020. Criteria: The number of monetary donations have increased from 99 household donations to 175 by December 31, 2020. Tool: We’ll plan to keep a record of monetary donations that are given to Camp Conquest from year to year so that we will be able to compare the number of donations from the beginning of the campaign to the number of donations received on December 31, 2020.

88

//evaluation Evaluation of Objectives continued... Objective four: Recruit a large group of volunteers for 50% of the weeks of camp in the year 2020. Criteria: 50% of the weeks of camp will have large group volunteers in attendance for the year 2020. Tool: We’ll plan to keep a record of each large volunteer group that attends camp for the summer of 2020. We will count to see if large group volunteers cover at least 50% of the weeks of camp at Camp Conquest. Objective five: Increase Facebook page likes from 2073 by 20.6% to 2500 by July 1, 2020. Criteria: Facebook page likes are at 2500 or higher on July 1, 2020. Tool: Use Facebook page analytics to look at and compare how many people have liked or unliked the page from June 1, 2019. Objective six: Increase Instagram followers from 765 by 30.7% to 1000 by July 1, 2020. Criteria: Instagram followers are at 1000 or higher on July 1, 2020. Tool: Use Instagram page analytics to look at and compare how many people have followed or unfollowed the page from June 1, 2019

89

appendix Appendix Contents: Appendix A - Donation Thank you Letter #1 Appendix B - Donation Thank You Letter #2 Appendix C - Donation Thank You Letter #3 Appendix D - Donor Focus Group Questions Appendix E - Male Volunteer Focus Group Questions Appendix F - Non-volunteer Male Focus Group Questions

donation acknowledgement documents

90

Pre-existing Donation Thank You Letter #1: Appendix A

PO Box 1025 · Arlington, TN 38002 · (901) 490-7164

January 31, 2019

Mr. Kevin Ledford 5567 Commander Dr. Suite 105 Arlington, TN 38002 Dear Kevin, Thank you very much for your donation in 2018 to help send more children and adults with special needs, chronic illnesses, and disabilities to Camp Conquest. Your incredible gift of $1,250 will give them a chance to do something they never dreamed possible – like riding a horse for the first time, going down a zip line, climbing a 3-story rock wall, or canoeing on the lake. Camp Conquest is a 501(c)(3) nonprofit and the EIN#: 46-3206226. It is agreed and understood that no goods or services were provided by Camp Conquest in exchange for the donation. Thank you very much for helping to make it all possible. Sincerely,

Mark Price Founder & CEO www.campconquest.com

spirituality · camping · community

Pre-existing Donation Thank You Letter #2: Appendix B

PO Box 1025 · Arlington, TN 38002 · (901) 490-7164

February 17, 2019 Ms. Brenda Brazley 4515 Poplar Avenue Suite 324 Memphis, TN 38117-7507 Dear Ms. Brazley, I’m amazed by your wonderful generosity. I’m writing to say “Thank you” for your compassionate gift, and to tell you that your gift is already at work. You gave to send boys and girls with special needs, chronic illnesses, and disabilities to an overnight camp. You are doing a world of good by helping provide them with an experience they never dreamed possible: to zip down a zip line, climb a 3-story rock wall, and ride horseback for the first time. If you would like to see your gift in action and slide down a 90’ lake slide or swing on a 3’ high rope swing, please visit the Camp Conquest Vimeo page. You have truly blessed us with your gift. When we see the joy on the faces of the kids, we thank God for your compassion and generosity. Many blessings,

Mark Price Founder & CEO

Amanda Price Co-Founder

spirituality · camping · community

Pre-existing Donation Thank You Letter #3: Appendix C

Dear Donor, Valarie is zipping down the zip line – all thanks to you! I just knew I had to share this story from the field with you. I want you to see what an incredible thing your gifts are doing. Valarie has never been to camp until now and this is her first time on the zip line, Thanks to You! Valarie used to sit and watch other people ride the zip line.

But thanks to your gift, a specialty made harness allows Valarie to zip down the zip line. Her parents have never been down the zip line, but Valarie now can say that “she did it!� Thank you for your generous heart and making a tangible, lasting difference for individuals with special needs and disabilities and their families. When we see the joy on the faces of the kids, we thank God for your compassion and generosity. Many blessings, Mark Price Founder & CEO

focus group questions Focus Group 1: Donors Appendix D Transition Stage Questions: What is your experience with donating to support a nonprofit or cause? With so many nonprofits and causes, how do you decide which organizations to support? What questions do you ask? What must be present for you to follow through with your financial support? In-depth Investigation Questions: 1. How important is the mission statement of an organization? 2. How does it affect your decision to donate? 3. With the nonprofits that you currently support, how do they communicate with you as a donor? 4. How do you feel about it? 5. Is there anything you would change? 6. What role does social media play in maintaining your awareness of issues? 7. What role does social media play in ongoing communication that you have with the causes and organizations that you support? 8. What could organizations improve in order to gain more financial support? 9. If you were in charge of the organization, what would you do differently to recruit more sponsors and donors? 10. When you think back to your experience with giving financial support, how has it changed you? 11. What skills have you gained? 12. What character traits have been further developed in you? 13. Is there a downside to donating? Are there times when you choose not to give? 14. What is one of your fondest memories from financially supporting a cause? 15. How has this impacted you to continue to donate to causes? 16. Why is it important for you to financially support people and organizations? 17. Why don’t more people give? 18. What is the best way to spread awareness for a nonprofit aimed at supporting children and adults with various special needs and critical illnesses? 19. If you were to support this particular nonprofit, what questions would you ask first? 20. What should this nonprofit emphasize when recruiting further financial support?

94

// focus group questions

Focus Group 2: Male Volunteers Appendix E Transition Stage Questions: What is your experience with intensive volunteering? Where are you currently serving on a weekly basis? Where have you served in past summer breaks or semesters? What has your role looked like in each position? How did you hear about each volunteer opportunity? What would you keep the same? In-depth Investigation Questions: 1. Why did you decide to say “yes� to each opportunity? 2. Did you ever choose volunteering over working a paid job? 2a. If yes, how did you decide which opportunity to take? 3. Has your experience with intensive volunteering been through serving with a group or serving on your own? 4. If you have volunteered through both, which do you prefer? Why? 5. When you think back to your experiences with volunteering, how have these opportunities changed you? 6. What skills have you gained? 7. What character traits have been further developed in you? 8. Is there a downside to volunteering? 9. Are there times when you chose not to volunteer intensively? 10. Do you face any resistance to participation by other guys? If yes, where does it come from? Why? 11. If you were inviting a guy friend to volunteer with you, how would you approach it? 12. What specific details would you be sure to include? 13. Suppose you are in charge of the organization for which you have volunteered. What changes would you make to improve the volunteer program? 14. What would you keep the same? 15. It is typically more difficult to recruit guys for volunteering with an organization. How would you go about recruiting more guys on behalf of the organization? 16. Thinking back to your volunteer experience again, what is one of your fondest memories? 17. Given the different organizations you mentioned serving with, what has given you a passion for volunteering in those particular programs?

95

// focus group questions

Focus Group 3: Males who do NOT volunteer Appendix F Transition Stage Questions: What is your name, major, hometown? What are some of your hobbies/how do you spend your time when you’re not in class? In-depth Investigation Questions: 1. What are some places you have volunteered short term? (i.e. an isolated instance of a couple hours of volunteer work) What motivated you to volunteer for that specifically? Have you volunteered since then? 2. Have you ever considered intensive volunteering? If not, what are some of your hesitations? If yes, why haven’t you followed through? 3. Camp Conquest experiences a 5:1 girls to guy volunteer ratio. A similar ratio applies to most volunteer opportunities, where far more girls volunteer than guys. Why do you think that is? 4. If one of your guy friends was asking you to volunteer with him, what specific questions would you ask before agreeing? What details would convince you to say yes? 5. Suppose you are in charge of recruiting volunteers for an organization. How would you go about recruiting more guys? 6. What apprehensions do you think guys have about working with individuals with special needs and critical illnesses? What do you think are some ways those apprehensions could be alleviated? 7. What do you think would make guys feel more prepared to work with individuals with disabilities? 8. Have you ever worked with special needs individuals? If you haven’t before, what would motivate you to volunteer? 9. What do you think is a good way to get guy volunteers to participate in opportunities involving special needs?

96

“Extraordinary people deserve an extraordinary camp.”