capstone campaign project: nassau suffolk services for autism … · 2017-05-04 · capstone...

Capstone Campaign Project: Nassau Suffolk Services for Autism

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By: Vanessa Major


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I. Communication Audit

a. Overview and Background…………………………………………………..Page 4

b. Key Stakeholders……………………………………………………......…. Page 4

c. Stakeholders Attitudes………………………………………………………Page 5

d. Content Analysis………………………………………………………….....Page 6

e. Qualitative Research Summary……………………………………………...Page 8

f. Quantitative Research Summary……………………………………..….... Page 10

g. Research Findings Summary…………………………………………..…...Page 11

II. Public Relations Campaign

a. Overview of Background Research………………………………………..Page 15

b. Priority Audiences……………………………………………………...…. Page 16

c. Key Findings…………………………………………………………….…Page 17

d. Goals and Objectives………………………………………………………Page 18

e. Messages and Themes………………………………...……………..…...Page 18

f. Strategies…………………………………………………………………...1

III. Implementation

a. Synopsis/Tactics ……………………………………...……………………Page 24

b. Staffing/Budget…………………………………………………………. Page 26

c. Calendar….………………………………………………………………..Page 27

IV. Evaluation

a. Synopsis………………………………………………...……...………...Page 29

b. Tactic Analysis……………………………………………...……………Page 29

V. Discussion & Conclusion

a. Review and Closing Thoughts…………………………………........……..Page 32


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VI. Appendix

a. Testimonials………………....……………………………………………4

b. Supportive Materials……………………………………………………. Page 36


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Communication Audit


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Organization Overview

Nassau Suffolk Services of Autism (NSSA) is a non-profit organization located on Long Island,

New York and has dedicated over 30 years to the education and treatment of individuals with

autism spectrum disorders. It strives to provide resources to individuals with autism as well as

provide support to their families with the aim of assisting them in achieving a fuller life. NSSA

provides comprehensive treatment modules and training programs that benefit those living with

autism. NSSA offers educational programs at The Martin C. Barell School, consultation services

to a variety of Long Island school districts, in-home respite services, a Saturday recreational

program, an adult services program, an assistive technology, and a summer camp program.

The Martin C. Barell School and the adult services program provide its services in a small

capacity, catering in total to 55 clients. This volume allows the organization to be unique

whereas it is able to tailor its services to each client as needed. The aim of these services is to

allow individuals living with autism to overcome challenges they may face in their everyday life.

Each program is executed by trained staff members that are supervised by master’s or Ph.D.

level psychologists and special educators.

NSSA has a strong reputation and does a great job in providing services to their clients. Their

positive image is mostly covered internally and as a well-known autistic individual service

provider on Long Island, however it is lacking in media coverage. NSSA’s media content is

limited to one-liners in other organizations’ articles and press releases. It is difficult to compare

how well NSSA is doing in keeping with current trends in their industry as documentation and

coverage is little to non-existent.

In conducting a public relations audit, the researcher identified solid assets of the organization.

NSSA has a great foundation and staff that are invested into the cause, the progression of the

organization, and the onboarding of new initiatives. Employees are invested into the mission and

think of their colleagues and clients more so as family. The organization is aware of its brand

identity and provides services that are unique to adults living with autism, which is not a popular

service. The organization’s uniqueness makes it quite marketable and in a great place to gain

exposure. The work that’s done with children and adults living with autism is remarkable and

vital on Long Island. The opportunity NSSA has in contracting its services with schools affords

it the ability to widen its reach. NSSA has strong local partnerships and stakeholders that invest

into the growth of the organization. NSSA is open to new initiatives, which has resulted in

working with Hofstra’s PR undergraduates and thus far to create new strategies. NSSA is aware

of its challenges and is working diligently toward bettering its reach.

Key Stakeholders

NSSA has a variety of individuals, businesses, and organizations that partner with it to fulfill its

philosophy of serving the autism population on Long Island. The organization’s success is due in

part to its core internal stakeholders which are their 50+ employees. In support of its mission, all

staff must embody components that support the values of the organization. Ensuring all staff is in

unison with the goals of NSSA is vital to effectively communicate the organization’s messaging.

Of their 50+ staff members, each has countless responsibilities and perspectives that contribute


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to the organization’s mission. The Special Education teachers/Behavior Analysts, Management

Team, Development PR Team and Board of Directors are the foundation of the organization.

NSSA is overseen by a Board of Directors, which is comprised of eight members. President

Lawrence A. Ceriello, Vice President Bram D. Weber, Treasurer Allen Perl, CPA, Secretary

Gerard Weldon, Director William Akley, Director Gayle V. Fremed, Director Joseph Keenan,

and Director David Stollwerk. The Board of Directors determines the organization’s direction,

mission, purpose and organizational planning. The Management Team is responsible for direct

client/student programmatic performance and is comprised of eight members, Executive Director

Nicole Weidenbaum, Associate Executive Director Kathy Mannion, Principal Deborah Kennedy,

Director of Clinical Services Jayne Eaton-Bove, Senior Behavior Analyst Michelle Banville,

Assistive Technology Director Michael J. Cunningham, and Director of the Office of Person

with Developmental Disabilities (OPWDD) Jason Watson. NSSA’s Development Team consists

of four staff members, Associate Executive Director Kathy Mannion, Development Coordinator

Connie Grassle, Development Specialist of PR & Communications Jen O’Malley, and

Development Specialist of Social Media & Communications Bettye Rainwater. Each of these

internal stakeholders provides their expertise to enhance programs NSSA provides to its clients.

NSSA also works with 30+ special education teachers whose names were not disclosed, these

educators work onsite at the Martin C. Barell School as well as other school districts on Long

Island.

Vital external stakeholders consist of individuals from local schools, businesses, organizations,

and individuals within the community. They are the Commack High School Boys Varsity

Tennis Team, West Babylon High School, Stella’s II Pizzeria, Teachers Federal Credit Union,

Wheatley Plaza, Ronald McDonald House Charities of the NY Tri-State Area, Kiwanis Club of

Huntington, Children’s Foundation Inc., Association for the Help of Autistic Persons, Carly’s

Kicks for Cures StructureTone, Women’s Group of the Greens Inc., Bike to the Beach, The Jack

Fanning Memorial Foundation, Jack Run’s for Autism Awareness, Nassau County AHRC

Foundation, The Ann Schermerhorn Foundation, Winter Brothers, Tyler Fazzari, Autism Speaks,

and North Shore Autism Circle. Many of NSSA’s stakeholders double as donors and individuals

that provide clients with opportunities to work within their organizations. These stakeholders

work with NSSA to coordinate and participate in community-based events. NSSA contracts

services with local high schools and partners with organizations like Autism Speaks and North

Shore Autism Circle. NSSA also holds yearly events with Carly’s Kicks for Cure, Tyler Fazzari

and Birthday Back, Bike to Beach, and Winter Brothers – a private sanitation company. One of

their chief external stakeholder is Autism Speaks as it bridges individuals needing services and

resources to organizations within the community. The website does not disclose the number of

clients that participate in the events.

Key Stakeholder Attitudes

Stakeholder Autism Speaks is a vital link in bridging NSSA’s services to the community and

partnering with them to provide the ultimate servicing experience. Autism Speaks has articles

and testimonials featured on their site referring to NSSA’s services. Autism Speaks posted a

testimonial on its website referring to Shelly Ourian, then intern at NSSA. The testimonial

showed her positive experience around working with students and staff. She highlighted “the


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opportunity to familiarize myself with the classroom setting that was beneficial” this experience

later led to her obtaining a permanent position within NSSA. Also, Jack’s Run for Autism

Awareness holds an annual run/walk that supports the organization’s mission. In an article

written by Dana Klosner-Wehner on Port Washington Patch, entitled “Run, Walk to Raise

Money for Autism” sponsoring partner Michael Miranda from a local law firm states “NSSA

provides wonderful services for autistic children, adults and their families.” The article goes in-

depth on the importance of services offered by NSSA and that it’s a great support for families of

individuals with autism. It highlights the importance of educating on awareness, and speaks to

the cost in running a program of this nature and the importance of having events such as Jack’s

Run to support NSSA.

Other commentary and reviews can be found on NSSA’s social media pages such as Facebook

and Twitter. Statements such as “The staff, the kids and the families are great!” and “Great

school and great teachers!” reflect the diligence and quality services NSSA provides. Such

commentary further cements the positive relationships NSSA has with its donors, stakeholders,

parents and clients. Additional commentary can be found on NSSA’s blog on its website. There

were no ratings on the organization other than the Better Business Bureau website, which listed

the organization as being in good standing.

Content Analysis

NSSA has a strong reputation and does a great job in providing services to their clients. Their

positive image is mostly covered internally and as a well-known autistic individual service

provider in Commack, Long Island, however it is lacking in media coverage. NSSA’s media

content is limited to one-liners in other organizations’ articles and press releases. Many articles

and mentions of the nonprofit are outdated and quite brief. It is difficult to compare how well

NSSA is doing in keeping with current trends in their industry as documentation and coverage is

little to non-existent.

The study consisted of media content covering NSSA and its competitor Autism Speaks over the

past six years, from May 2011 to November 2016. Two of the media coverage pieces covered

NSSA and the remaining three covered its competitor Autism Speaks. The purpose of this

analysis is to evaluate NSSA’s media content. Categories include the day of the week the story

was published, visuals utilized relevant/irrelevant, and the article’s length.

Karen Talley of the Port Washington News, wrote the article Student Donates All B’Day Gift

focused on Tyler Fazzari, a 10-year-old focusing on raising money for charity and what it means

to him to raise monies to donate to NSSA. The article was posted online, Tuesday, January 20th,

2015. The story took an emotional appeal, featured a small portrait of Fazzari and a five-

paragraph article.

Dana Klosner-Wehner of the Port Washington Patch covered a story on Run, Walk to Raise

Money for Autism posted to the online publication on Wednesday, May 11, 2011. The article


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focuses on raising money and awareness for NSSA. The length of the article is positioned in one

column and is half a page long. There is one mid-size relevant photo of a runner and 26

irrelevant visuals.

Katie Demeria of the Richmond Times wrote SunTrust, Autism Speaks host financial planning

workshop on Saturday which covers helping disabled individuals and their families meet

financial challenges that arise when caring for disabled individuals. This article mentions

SunTrust and NSSA’s competitor Autism Speaks partnering to bridge the gap for families

experiencing hardship while providing services to their loved ones. This article was posted on

Wednesday, October 12, 2016 via the online publication. This story has an informative focus

where there is one relevant 2x5 picture of two individuals receiving financial counseling, 15

irrelevant visuals and a page full of written content.

Lynda Brendish, writer from Entertainment Tonight ET, wrote Molly Sims, Kevin Frazier and

More Turn Out for Autism Speak Gala L.A., which focuses on NSSA’s competitor Autism

Speaks. The story used an informative, emotional and entertaining angle whereas it merged

awareness, fashion and celebrities to promote the cause. The story was posted on Friday,

September 30, 2016. The article has written content, was positioned in four sections and all

photos were relevant to the article as they are three small full shot visuals of celebrity attendees

and three larger shots.

Suburban Trampoline Parks Offer Modifications for Kids with Autism covered by ABC7

Eyewitness News was posted online Tuesday, October 7, 2016. This story contains both written

and video content that focuses on the Jump Sky High for Autism Speak kick-off party. The story

was positioned in one column with four paragraphs and used a short video of children and

families interacting.

The two articles found on NSSA both embody appeal through visuals and emotions. It was

difficult finding news coverage from local channels/networks about the organization. The articles

that were identified showed a small percentage of the work the nonprofit does, however, they

contained quality content and visuals. As opposed to NSSA, Autism Speaks is a nationally

recognized organization and has a better internet presence.

Qualitative Research Method – Phone Interview

What?

For the phone interview, the researcher decided to focus on the organization’s internet presence

and aimed to get a better grasp of the organization’s public relations background. The phone

interview took place with a Development Coordinator whom wears different hats and is


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knowledgeable in this area. The phone interview lasted between 30-45 minutes. As a small

organization that is limited by New York State mandate and nonprofit guidelines, obtaining both

internal and external perspectives are vital.

Why?

The researcher’s aim was to obtain a better sense of the organization’s public relations past,

present, and further. Specifically, to understand the perspective of an internal stakeholder that

has a vital impact on day to day process flow and on future changes. The researcher’s goal was

to understand how decisions are made regarding communication, web presence, and staff

responsibility to ensure best practices are in place to gain adequate exposure.

How?

The researcher conducted phone interviews to get an in-depth overview of internal processes and

communication strategies. The interview consisted of 12 questions that varied between

organization practices to employees, internal interests and attitudes.

Results

When speaking with this mid-level staff member, the researcher was able to obtain greater

knowledge of the organization’s challenges and new opportunities on the horizon. The staff

member was quite pleasant and knowledgeable in most areas of the organization. There was a

clearer understanding of the organization’s past, its current communication challenges and its

importance of fundraising. As a nonprofit, it receives grants and those funds have restrictions on

how it can be allocated. NSSA is mandated by New York State law, which regulates how many

students can be on-site, and restricts expansions and funding for staffing. Since NSSA has a

school on-site, it must comply with the New York State Education Department which limits

some aspects of operation.

NSSA is unique in a way that although it is a small nonprofit, because of the population it

provides services to, it must comply with certain regulations that can be limiting to its reach.

This organization is exceptional as it is one of a small number of organizations that provide

services to adults with autism. NSSA is a hub for all sorts of educational and supportive

resources for individuals with autism. Although the organization is quite marketable as it offers

services to an audience that is relevant in New York, given the population it caters to, marketing

to build awareness and increase media presence is difficult as privacy poses a great challenge.

Another challenge NSSA faces is the onboarding new staff because NYS will not pay for schools

such as this organization. Although the organization is restricted in certain things it can do, it has

found a way to increase its reach by teaching teachers how to communicate to this population

and branches out into school districts on Long Island that hire them for services. Through the

phone interview, it was found that autism has drastically transformed since NSSA was


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established 1983. At that time, autism was 1in 1000, now autism is 1 in 66 for girls, and 1 in 56

for boys. The interviewee was quite knowledgeable about this history and changes of the

organization. Staff are well equipped with knowledge and are dedicated to genuinely helping

individuals with autism.

In the researcher’s second interview with NSSA’s communications staff, four questions provided

a robust picture of the organization’s public relation tactics. The organization is working with

Hofstra undergraduate students that provide a different perspective on how the public views the

organization. In that current partnership, the students and staff are working to implement a

creative campaign. The phone interview revealed new initiatives staff are working on to reach

audiences outside of Long Island, promote on social media, and other ways it can help the autism

community. The interview also revealed that staff is aware of the organization’s weaknesses and

is receptive to collaborating with outside sources to bridge the gap in its social media reach.

Staffs are dedicated and willing to go the extra mile for the organization’s future. Key

stakeholders are aware of the issues and continue to push through challenges to meet its goals.

Quantitative Research Method – Survey

What?

The internal survey was distributed to 10 to 30 employees in the office via email and web link.

The survey consisted on ten questions that focused on employee’s attitudes toward the

organization, its direction, its culture, current state of employee development, relationships, and

current views of its publicity. The external survey was distributed to 10 – 40 random individuals

via web link. This survey consisted of 10 questions that focused on an individual’s relationship

with autism, their knowledge, how they would learn, as well as their thoughts on NSSA’s

websites and platforms. The questions gave both employees and strangers the ability to be

anonymous and answer freely. Both surveys only consisted of dichotomous questions.

Why?

The researcher’s goal with the internal survey was to understand employees’ attitudes and to get

a sense of how they felt about the state of the organization regarding management, culture,

receiving support and their thoughts regarding NSSA’s online presence. The researcher’s goal

with the external survey was to confirm the researcher’s position on NSSA’s online presence.

How?

For the internal survey, each question was purposely designed to answer questions by simply

agreeing or disagreeing. The researcher understood that the population NSSA deals with takes


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much work and patience, and did not want employees to feel burdened or stressed with an

exhausting survey. So, it was important to do a quick web link survey that is easy to pull up on a

user’s phone. The researcher took the same approach for the external survey as it is understood

that people are busy and less likely to take a survey they necessarily have no urge to care about.

This survey consisted of questions that can be answered by simply choosing yes, no, or N/A.

Results

For the internal survey, the web link was provided to 30 employees; at the end of the survey

period, only 10 responded. The first question in the survey asked employees during their time

with NSSA, would they say the workplace culture aligns with the organization’s mission

statement. Three answered neutral, four answered agree, and three answered strongly agree. The

next question asked employees if NSSA provided them with enough resources and support for

employee productivity. Three answered neutral, five answered agree, and two strongly agreed.

The researcher’s next question asked about management’s openness to a paradigm shift in

internal processes. Two disagreed, five answered neutral, two agreed, and one strongly agreed.

Other questions asked about relationships with clients and other partnerships, overall those

received positive feedback. The most important questions asked related to the organization’s

exposure and online presence. The survey asked if participants thought NSSA should place more

emphasis on media platforms. Several participants answered agree and three strongly agreed.

Also, the majority of participants thought that management is open to change.

For the external survey, the web link was provided to 40 random participants; at the end of the

survey period, 38 responded. The first question on the survey asked participants to answer yes,

no, or N/A on whether they have any friends or family with autism. The results showed 17

answered yes and 21 answered no. The next question asked participants if they have ever heard

of NSSA; three answered yes and 35 answered no. Another question asked about google

searches and how users felt about their inquiry results not being found on the first page and if

they would negate the search. The researcher wanted to confirm thought of NSSA’s need to

increase its SEO. However, 29 participants answered no to negating the search and nine

answered yes. The most important questions in this survey focused on whether users thought the

organization’s social media platforms were appealing and their thoughts on a business’s

seriousness to its cause, when its websites are not up to date. The social media questions

confirmed the researcher’s beliefs that NSSA needed to work on these platforms to maximize

traffic to its message.

Overall, the internal survey provided various perspectives on how employees feel about the

organization. It was the researcher’s hope to reach a larger number of internal stakeholders to get

an even better sense of most employees’ attitudes. However, this was a gain as it assisted the

researcher’s assessment of the organization. As for the external survey, the researcher received a

vast perspective on how the outside world views an organization they are not quite familiar with

as well as how high quality social platforms they are familiar with are necessarily bridging


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audiences to a cause. The survey showed the researcher that quality media presence is vital for

exposure. There is no doubt that employees are passionate about the work they do, but there are

some changes to be made to maximize the work that comes out of the organization.

SWOT

Strengths

NSSA has a great foundation and staff that seems to be onboard for new initiatives. It provides

services to adults living with autism, which is not a popular service. This makes it marketable

and in place to gain exposure. They are aware of its challenges and are working toward bettering

its reach.

o The organization has a blog, social media platforms such as Facebook and Twitter, as well as

a newsletter. Its website has an events calendar which is important in informing its publics of

upcoming activities.

o The website provides an option to donate as well as lists individuals, businesses and

organizations that have contributed and raised awareness for autism.

o NSSA has solid partnerships with organizations that have the ability of further promoting

awareness and bringing publicity to the organization.

o Events involve the community and internal entities such as staff and clients/students.

o They work with an estimated 300 students through their consultation services.

Weaknesses

The researcher thinks there’s a need for additional staffing in the development office as the

organization needs more hands-on deck with regard to tackling all social media platforms. NSSA

is a special organization that has to comply with guidelines as they receive grants as well as have

to follow New York State guidelines. This is challenging to onboard new staff, increase students,

and add new services as there are specifics as to what monies are allocated and what it can be

used for.

o The blog lacks much client/client families and/or stakeholder commentary. Posts are only

made when there are events. Blog can use revamping and improved visuals.

o The organization does not have a social platform that shows ratings on the services provided.

o Social media is not updated frequently and lacks engaging content.

o The organization’s website is the first impression to clients/customers that are seeking

service and lacks high quality content.

o The website’s blog, donate page and newsletter needs a facelift to become more appealing

and user-friendly.

o Donors are reluctant to use social media and participants chose to remain anonymous.

o Not much in-depth information on the organization and it is difficult to find current

information, articles, or videos.


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o There is no mechanism in place to rate how well the nonprofit is doing.

o Up to age 21; limited to 25 students, so there is a waiting list and they are bound by state law,

which prevents them from expanding.

o Limited to 30 adults in the adult service program.

o Bursting by the seams, rents four rooms for adult services.

Opportunity

o Working with Hofstra undergraduates is a great move as students are eager to learn and they

can provide fresh ideas.

o NSSA has a great cause and has a consumer/client base that benefits from its servicing. It has

the opportunity for additional media growth.

Threats

o The organization needs to be cautious of new services and staff that they onboard, to prevent

being in noncompliance with NYS regulations and grants.

o Some of NSSA’s stakeholders/partners double as competitors and that can pose a threat to

establishing a stronger identity. For example, Autism Speaks has a bigger media presence

and is well known.


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Public Relations Campaign


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Overview of Background Research

Nassau Suffolk Services of Autism (NSSA) is a non-profit organization located on Long Island,

New York and has dedicated over 30 years to the education and treatment of individuals with

autism spectrum disorders. It strives to provide resources to individuals with autism as well as

provide support to their families with the aim of assisting them in achieving a fuller life. NSSA

provides comprehensive treatment modules and training programs that benefit those living with

autism. NSSA offers educational programs at The Martin C. Barell School, consultation services

to a variety of Long Island school districts, in-home respite services, a Saturday recreational

program, an adult services program, an assistive technology, and a summer camp program. The

aim of these services is to allow people living with autism to function better in their everyday

life. Each program is executed by trained staff members that are supervised by master’s or Pd.D.

level psychologists and special educators.

Priority Audiences

Tactics focus on the internal stakeholders such as clients, family members, businesses, and

donors. Stimulating these audiences is crucial as they are instrumental to the nonprofit and the

success of proposed strategies.

o Donors: are influencers that invest in the movement of the nonprofit through funding.

o Clients: are influencers of the services the nonprofit provides and shapes the direction they

are headed in. A client’s condition dictates the treatment regimen needed.

o Businesses: are influencers as they have the opportunity to spread the word and also are vital

components in providing work for clients.

o Employees: are influencers as they are tasked with upholding the organization’s mission and

principles.

Internal Publics

Board of Directors determine NSSA’s direction, mission, purpose and organizational planning.

o President Lawrence A. Ceriello

o Vice President Bram D. Weber

o Treasurer Allen Perl

o Secretary Gerard Weldon

o Director William Akley

o Director Gayle V. Fremed

o Director Joseph Keenan

o Director David Stollwerk

The Management Team is responsible for direct client/student programmatic performance and

is comprised of eight members.

o Executive Director Nicole Weidenbaum

o Associate Executive Director Kathy Mannion


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o Principal Deborah Kennedy

o Director of Clinical Services Jayne Eaton-Bove

o Senior Behavior Analyst Michelle Banville

o Assistive Technology Director Michael J. Cunningham

o Director of the Office of Person with Developmental Disabilities Jason Watson

The Development Team is responsible for new initiatives, social media and brand awareness.

o Associate Executive Director Kathy Mannion

o Development Coordinator Connie Grassle

o Development Specialist of PR & Communications Jen O’Malley

o Development Specialist of Social Media & Communications Bettye Rainwater

External Publics

The following businesses, schools, foundations, and organizations work together with Nassau

Suffolk Services for Autism in building awareness, providing donations and opportunities for

clients to work in their establishments. These partnerships assist NSSA in the work they do.

o The Commack High School Boys Varsity Tennis Team

o West Babylon High School

o Stella’s II Pizzeria

o Teachers Federal Credit Union

o Wheatley Plaza

o Nassau County AHRC Foundation

o StructureTone

o Association for the Help of Autistic Persons

o Kiwanis Club of Huntington

o Children’s Foundation Inc.

o Carly’s Kicks for Cure

o Jack’s Run for Autism Awareness

o Women’s Group of the Greens Inc.

o Bike to the Beach Organization

o The Jack Fanning Memorial Foundation

o Winter Brothers

o Tyler Fazzari

o Autism Speaks

o The Ann Schermerhorn Foundation

o Ronald McDonald House Charities of the NY Tri-State Area

o North Shore Autism Circle


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Opinion Leaders/Influencers

Steve Israel

Steve Israel is a congressman that has represented the north shore of Long Island which includes

Queens, Nassau and Suffolk counties since 2001. He has been involved with NSSA. He uses his

influence and audience to increase awareness and donors. Information about the nonprofit has

been posted on his social media accounts. He occasionally visits the school and one of his visits

was highlighted in the nonprofit’s blog: http://www.nssa.net/happy-birthday-congressman-israel/

John Flanagan

John Flanagan is a senator that has many ties to Long Island and has been committed to

supporting the needs of the Developmental Disabilities community. The senator has been

instrumental in helping the nonprofit secure funding for the building the program currently

utilizes. Senator Flanagan provides donations and also uses his audience to spread the word. His

work has been highlighted in NSSA’s Winter 2016 newsletter: http://www.nssa.net/wp/wp-

content/uploads/2016/04/NSSA-24-Winter-2016.pdf

Primary Research & Key Findings

The content analysis provided a clearer understanding of the organization’s past, its current

communication practices, and the importance of making changes to revamp its media presence.

The analysis was crucial as it showed the nonprofit’s lack of media coverage. NSSA works with

a delicate population of individuals and in interviews and on-site visits, families and care givers

of clients are protective of their identities and information. NSSA is governed by the same

HIPPA laws as health providers as they facilitate treatments for clients on-site. Having media

coverage on-site to highlight the services has been difficult as confidentiality plays a major role.

The content analysis helped the researcher have a better sense of the issues and provided a basis

on which the campaign can be built around. The analysis allowed for a better sense of where

NSSA could improve. NSSA needs to be visible on Instagram and SnapChat as these platforms

have the ability to bring a fresh and modern feel to what they have been doing. The organization

had an Instagram page that had not been utilized for months. That in part had to do with staffing

and lack of content.

The qualitative research allowed for an in-depth discussion of the issues the organization faces

as well as what’s going well for the organization. NSSA has a great foundation and staff that are

invested into the cause, the progression of the organization, and the onboarding of new

initiatives. Employees are invested into the mission and think of their colleagues and clients

more so as family. The organization is aware of its brand identity and provides services that are

unique to adults living with autism, which is not a popular service. NSSA’s uniqueness makes

them quite marketable and in a place to gain exposure. The qualitative research revealed where

the organization has issues. Staffing plays a role in why social media platforms have gone

http://www.nssa.net/happy-birthday-congressman-israel/

http://www.nssa.net/wp/wp-content/uploads/2016/04/NSSA-24-Winter-2016.pdf

http://www.nssa.net/wp/wp-content/uploads/2016/04/NSSA-24-Winter-2016.pdf


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without quality visuals and content as one employee mans it. Another reason is business has been

conducted in a certain way for many years and it is difficult to change structure when there is a

sense of complacency. The nonprofit was unaware of SnapChat and how that platform could be

utilized. The nonprofit Instagram page was not initially found in the content analysis and is not

listed on their website; however, the nonprofit did have one created. The lack of use of this

platform prompted a revamp to be included in the campaign.

The quantitative research allowed for better insight on how internal and unrelated external

individuals related to the nonprofit. It gave internal stakeholders the opportunity to respond

openly and confidentially, it also was evidentiary support to the attitudes the qualitative research

and website revealed. It allowed a broader audience the opportunity to provide unbiased input

about the nonprofit. Gaining the broader insight from the unrelated external group was important

in getting a sense of how individuals may view the nonprofit’s increased social media presence.

In the questioning, the researcher asked about high quality content on social media and the

importance in capturing views that will bring individuals to the site, astonishingly all 40

participants answered yes. This information was influential as it became a component to build

the campaign around.

Goals and Objectives

The purpose of the campaign is to look at methods the non-profit has not adequately utilized to

increase media presence. The services NSSA offers are unique and makes them more interesting

and marketable. Branching outside of Long Island and being more visible on social media

provides an opportunity for them to inform more people of the nonprofit, build more awareness,

gain more partnerships, and acquire additional donors. NSSA is a small program that has a big

impact; making the nonprofit more visible will assist in bridging that gap. In the interviews and

on-site visit, it was apparent how passionate and dedicated the staff are to the continued success

of the program. The goal here was to identify changes NSSA is willing to make, and how

efficient and effectively they can be made.

o Identify why NSSA has not gained a proper media trajectory, locate weaknesses and how to

remedy those issues uncovered. (March 2017)

o Create a SnapChat account and update current media platforms. (April 1, 2017)

o Identify means to increase social media presence, awareness, and donors. (May – April 2017

and ongoing)

o Change donors’ perception of social media (April 1, 2017 and ongoing)

Messages and Themes

In the three months working with the nonprofit to implement strategies and tactics, four ideas

were proposed. Out of the four proposed ideas, NSSA decided to revise and go with option #4.


19

Below are strategies pitched to Nassau Suffolk Services for Autism:

1. L.I to NYC: Sharing the Care & Bridging the Gap – Biannual Network Event

An event that would occur twice a year that connects similar nonprofits, businesses, advocates,

and local figures of the NYC area with NSSA. This event will serve as a bridging

mechanism/networking event for like-minded nonprofits, businesses, advocates, and local figures

from NYC to connect with the Long Island organization. This platform will provide the

opportunity for NSSA to introduce its organization and speak to what it does on the island and

make connections to work on events that will fuel the awareness and progression of work with

autism.

NSSA is limited as it only provides servicing to the Nassau Suffolk area and receives donations

from the same local businesses and individuals. The organization is not limited to local

businesses and individuals; it also receives monies through fundraising and events. This serves as

an opportunity of branch out and not exhaust current resources. However, broadening its reach to

the NYC area allows for a widen reach, better awareness of autism, and an event that will allow

for more social media buzz. This event would double as a networking and fundraiser event.

NSSA can pitch the idea to community businesses as well as nonprofit organizations and

businesses in the NYC area to raise funds to throw the event. One way is by having attendees

purchase tickets to attend. Making connections, pushing content on social media, and pitching to

local and city media outlets about the event will get the word out and build buzz around NSSA’s

cause.

An event such as this can be measured by giving surveys to both internal and external

stakeholders that participated in the events. Conducting surveys would be the best way to gather

figures and measure the effectiveness. This will show whether participants were engaged and

how they rated the experience. Utilizing analytics on the main website as well as on social media

platforms that will promote the events will be key.

2. NSSA’s & Partnerships’ Broader Reach Events

Similar to the L.I to NYC: Sharing the Care & Bridging the Gap – Biannual Network Event that

focuses on bridging NSSA to organizations and business in New York City, NSSA’s &

Partnerships’ Broader Reach Events will be responsible for broadening the reach of autism

awareness and potential donors. The NSSA’s & Partnerships’ Broader Reach Events will occur

twice a year at a Long Island location. Current businesses and donors will be invited and must

bring 1-2 new businesses or individuals to the events. Events can range from trips to vineyards,

community outreach, or any other interactive events. Paid tickets will be used to raise money and

the events will be highlighted on social media.

This event will have similar components to the L.I to NYC: Sharing the Care & Bridging the

Gap – Biannual Network Event as its main purpose is to network and bridge new external


20

stakeholders to the organization. As previously mentioned, NSSA is close to exhausting its

current donors and it is in the organization’s best interest to identify other avenues to bring

monies in.

The NSSA’s & Partnerships’ Broader Reach Events will occur twice a year at a Long Island

location. Current businesses and donors will be invited and must bring 1-2 new businesses or

individuals to the events. Events can range from trips to vineyards, community outreach, or any

other interactive events. Paid tickets will be used to raise money and the events will be

highlighted on social media.

3. Multimedia Task Force

The Multimedia Task Force is a team that will be devised of PR interns that will be on-site and

out in the field at schools that NSSA’s teachers provide services, at businesses and with

individuals that work with the organization. This team will be responsible for gathering high

quality content that will be highlighted on the organization’s website and social media platforms.

NSSA lacks media coverage; this is a major issue the organization has and should tackle. Having

this team of PR interns doubles as a bonus for the organization as well as giving PR students at

local schools a chance to gain credit and become part of a vital component to NSSA. It is

important to have a fresh set of eyes on content as well as having an ear to the ground, to be

updated. Having interns is also cost effective.

The task force is comprised of 3-5 PR interns that will be responsible for capturing high quality

content for the organization. Two will remain on Long Island to capture content and events that

are occurring on the island, the remaining three will branch out to the city to capture videos,

photos and latest events that benefit the autism community. This team schedule will vary week to

week depending on what is going on. The team will have to be engaged on social platforms to

know where to go for shots, etc. This is an innovative idea to engage the students, the publics,

and internal/external stakeholders.

4. NSSA Cares 2017

(#NSSACares2017)

o As National Autism Awareness Month approaches, this hashtag along with

testimonials/commentary from client’s families, partners, donors, and friends will enhance

the organization’s brand and ultimately increase viewership on media platforms.

o Is a campaign that focuses on bringing more eyes and donors to the non-profit which will

assist in the work it does.

Campaign’s call to action: Have the public share testimonials of what NSSA and autism means

to them on social media platforms in (email or on website) using the hashtag #NSSACares2017


21

Strategies

As stated above, the nonprofit decided to go with option 4 and revised to incorporate an

upcoming event. The month of April is autism awareness month and their upcoming “25th

Annual Dinner for Our Children”. To kick off the revamp of the Instagram account, content will

be used from the dinner as well as with some clients on-site. Along with the proposed strategy,

an application named Canva will be used to create post-worthy content.

The agreed plan is to:

o Create Boomerang videos with a blue theme highlighting autism awareness month

o The hashtag will be #NSSALightItUpBlue

o Post testimonials obtained from dinner

o Utilize Canva for informative quotes and “Did You Know?”

o Post twice a week

Social Media Proposal

Instagram

Instagram could be quite beneficial to NSSA; broadening awareness and obtaining new donors.

Once committing to creating an Instagram business page, it is important that users remain

consistent. This involves posting regularly, building up followers and engaging with users. The

account @nassausuffolkservicesforautism has 174 followers, 29 posts and is following 94

people.

1. Quality Visuals

2. Telling a Story

3. Call to Action

o Begin posting content to highlight industry, upcoming events, and autism awareness month. (See attached Instagram post document)

o Use hashtag #NSSACares2017 to attract potential donors to the organization.

o Use April 1st Dinner event to obtain testimonials and high quality visual content.

o Provide pins and pens to stakeholders that reiterate the mission cause (#NSSACares2017).

Testimonials

As per discussions with the nonprofit, it has been identified that donors and clients would rather remain anonymous. However, for testimonials to be effective, they are most credible when it is tied to an individual. For prospective donors, volunteers, partners, and others,nothing is more valuable than hearing from peers about experiences with the organization and its programs and


22

services. Testimonials reveal glowing comments about your nonprofit’s work that may have never been stated.

Ways to Obtain:

o Ask for one or two sentences describing the value of the experience with your organization.

o Follow up regularly with clients, volunteers, donors, and others and ask for feedback.

o Shape the testimonial into a brief but powerful statement.

o Request permission to use the testimonials in campaign.

o Include the name and title of the person contributing the testimonial and the name of their business or organization to ensure credibility.

o Cards can be handed out at dinner event and collected when pins and pens are distributed.

NSSA decided to utilize the below:

Testimonials read:

Take a moment to let us know how NSSA has impacted your life. Provide us with your response below, drop this card off in the box located at the Ticket Booth and redeem TWO free raffle tickets as a token of our thanks! What does NSSA Mean to You?

SnapChat

Creating a SnapChat account is a way for the nonprofit to become up-to-date with current social

media trends. It is also a fun way to connect to the nonprofit to a younger demographic. The idea

was presented to NSSA.


23

Implementation


24

Synopsis

After presenting the campaign ideas to the NSSA, the client made revisions and had agreed upon

methods to implement. April 1st, 2017 was the date identified for implementation as April is the

beginning of Autism Awareness Month and it is the date of their annual dinner. At the dinner,

the SnapChat filter was utilized and at the end of the night had 833 total views. The testimonial

cards were a part of the booklet each guest had placed on their seats. At the end of the night, out

of over 100 guests, 25 completed the testimonial cards. Optics from the annual dinner will be

used for content in the Instagram revamp.

1. Tactic One: SnapChat

SnapChat is a mobile app that allows individuals to share photos and videos which self-destructs

after 24 hours. This is a popular social app that bridges individuals and can be used in various

capacities to inform and/or entertain. The SnapChat tactic was identified to be used at NSSA’s

upcoming event “Dinner for Our Children”.

o Creating a SnapChat account and filter was paramount in providing NSSA with a new avenue to

display, interact and reach audiences.

o Guests in attendance for the dinner were comprised of family and friends of clients/employees as

well as partners of the nonprofit. In implementing SnapChat, a filter had to be created. NSSA’s

development team created a design that best represented the nonprofit’s goals and purpose for

that night’s event, this reiterated the nonprofit’s messages.

o On April 1st, the Snapchat filter went live and was available for all individuals on-site at

Leonard’s Palazzo Venue.

o Staffing: this required the assistance of (2) staff members from the Development Office

Budget: No budget identified. NSSA did not want to agree to tactics that would cost the

organization money. After accepting the idea, creating the geo-filter cost $17.28

o Calendar (see below)

Date Discussed Item Date Implemented

March 3, 2017 SnapChat Suggested April 1, 2017

Mach 17, 2017 SnapChat Creation Agreed Upon April 1, 2017

March 24, 2017 SnapChat Geofilter Created and

Submitted

April 1, 2017

2. Tactic Two: Testimonials


25

The communication audit identified the lack of testimonials on NSSA’s website, online articles

and its social media platforms. This serves as an effective way to gain quality content that

embodies NSSA’s principles and how audiences respond to their services. This content will be

posted to each social media platform to reflect the difference being made in the lives of clients

and their families.

o Testimonials cards were designed to give event attendees the opportunity to reflect and talk

about what the nonprofit means to each one of them.

o In order to engage dinner attendees, it was important to pose the testimonial in the form of a

question. The card was a part of the booklets placed on each attendee’s chair.

o Dinner attendees all have a stake in the nonprofit and would be receptive to answer the question

“What does NSSA mean to you?”

o Implementation occurred the night of the “Dinner for Our Children” event. Booklets were placed

on each attendee’s chair and included the testimonial cards. The card included an incentive that

was incorporated to ensure attendees filled out the cards.


o Budget: No budget



March 3, 2017 Testimonial Idea Suggested April 1, 2017

March 23, 2017 Testimonial Agreed Upon April 1, 2017

March 24, 2017 Testimonial Cards Created April 1, 2017

3. Tactic Three: Instagram

At the inception of the proposal, NSSA’s IG page did not contain high quality content and was

not frequently updated. The use of Instagram provides an opportunity to bridge the nonprofit to

individuals outside of their normal revolving group. The account is:

@nassausuffolksevicesfoautism

o The Instagram revamp was identified to renew the nonprofit’s current page in efforts to

restructure what messaging, information and visuals are posted. Also with the revamp, it would


26

provide the nonprofit with an opportunity to identify a unique hashtag (#NSSALightItUpBlue),

that will be the link to connecting NSSA to other nonprofits on Long Island and New York City.

Implementing the renewal included focusing on all posts bringing high quality visuals and

content to capture the audience’s attention and build a form of consistency.

o Each post will provide information for upcoming events, “Did You Know?”, “Throwback

Thursdays”, and Boomerang videos etc. All content is tailored to the nonprofit’s needs and

visuals will be a combination of clients, employees and partnerships.

o Tactic will be implemented by beginning to post twice a week and build from there. Much of the

content from the “Dinner for Our Children” event will be used as well as the upcoming “11th

Annual Jack’s Run for Autism Awareness”.


o Budget: No budget



March 3, 2017 Creating a new IG post n/a

March 17, 2017 Decision made to revamp current IG

account

April 20, 2017

March 21, 2017 Provided sample IG posts & themes

(See Appendix)

n/a

March 24, 2017 Create Boomerangs Ongoing (month of

April)

April 18, 2017 #TBT Content Created April 20, 2017

Staffing

For the implementation of the campaign, most of the work was conducted through the

Development office, which is comprised of 3-4 employees. All media inquiries, organizational

information and specs were retrieved through the Development Coordinator and the

Development Specialist of PR & Communication.

Budget


27

During the qualitative research, staff identified that costs must remain down and strategies must

be cost effective for the organization. As a nonprofit, grants and monies donated are disbursed to

supplement areas where services and activities need the most help. As a result, a budget was not

identified for implementation as tactics were little to no cost for the organization.

Calendar

February 2, 2017: Established commitment with nonprofit and identified a point person.

(Development Coordinator Connie Grassle)

February 17, 2017: Identified dates for next conference call and on-site visit.

February 27, 2017: Conference Call: refresher about organization.

March 3, 2017: Meet with Kathy Mannion and walk through the facility with Jayne Eaton-Bove

and Connie Grassle. Pitched campaign ideas 1-3 listed in the Messages & Themes section.

Reviewed strengths, weaknesses, and thoughts about campaign ideas. All agreed that “Dinner for

Our Children” event would be an opportunity and proposal should be revised to incorporate.

Also, spoke about media coverage.

March 4 – 14, 2017: Created infographic, sample Instagram post, research costs of customized

goods for event, revised proposal and reached out to Simon Group. (See Appendix)

March 15, 2017: Sent revised proposal to Connie Grassle.

March 17, 2017: Point person shifts to Development Specialist of PR & Communication Jen

O’Malley.

March 17, 2017: Re-pitch revised proposal to Jen O’Malley and Kathy Mannion.

March 23, 2017: Agreed upon elements of campaign.

March 24, 2017: SnapChat, Instagram and Testimonials specs solidified. (See Appendix)

March 30, 2017: SnapChat filter approved and ready.

March 30, 2017: Taking Autism Awareness Photos.

April 1, 2017: Dinner for Our Children Event.

April 3, 2017: Results for SnapChat and Testimonials received.

April 20, 2017: Instagram content posted from Dinner for Our Children.


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Evaluation


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Evaluation

Identifying tactics that made sense for the organization and would receive commitment had its

challenges. Overall, implementing the following tactics were successful in directing the

nonprofit to new ways of getting their messaging across to their audiences, using current trends

to reach a different group of their current audience and presenting social media awareness.

One of the biggest challenges was involving client’s family, friends, and donors. It was identified

in the site visit as well as conference calls that individuals are reluctant to do much posting and

revealing on social media. Much of the donors and partners associated with the nonprofit are

older and do not want to broadcast the relationship with the nonprofit. The initial campaign

proposal involved having client’s family, friends, partners, and donors write testimonials and

post to NSSA’s social media platforms with the hashtag #NSSACares2017. However, after this

information, it became vital to collaborate in creating a tactic that made sense for everyone. It

was at this point testimonial cards with incentives were created to be incorporated to produce

content to post for the Instagram revamp. Staff had not thought of using a SnapChat for this

event and thought it would be a great idea to incorporate current trends into this annual event.

Tactics proposed for implementation seem to be the best fit for what the organization was

lacking. Of all three tactics, SnapChat and the Testimonial cards were the most effective as both

were able to reach and interact with NSSAs audience.

Tactic One: SnapChat

Goals & Objective(s):

1. Create a SnapChat account and update current media platforms.

2. Change donors’ perception of social media

SnapChat is a mobile app that allows individuals to share photos and videos which self-destructs

after 24 hours. This is a popular social app that bridges individuals and can be used in various

capacities to inform and/or entertain. The SnapChat tactic was identified to be used at NSSA’s

upcoming event “Dinner for Our Children”. This tactic was well received by event attendees as

this a tactic the organization has never used before. SnapChat is one of the latest and largely used

social media platform. This platform provided an exciting way for guest to interact with one

another as well as share what took place at the event with their own followers. This platform was

also successful in bringing a new audience to a social media platform they have never used. It

was revealed in the onsite interview with staff that donors and some stakeholders were reluctant

to use their social media to talk about their relationship with NSSA.

o SnapChat Creation: was successful as it was live for several hours and received 833 views. The

Wi-Fi connection in the event space was intermittent, which received some complaints, without

this issue the result would have been higher.


30

o SnapChat Geofilter: the high-quality appearance of the filter tied into the theme of the night

effortlessly.

Tactic Two: Testimonials

Goals & Objective: Identify why NSSA has not gained a proper media trajectory, locate

weaknesses and how to remedy those issues uncovered.

The communication audit identified the lack of testimonials on NSSA’s website, online articles

and its social media platforms. This serves as an effective way to gain quality content that

embodies NSSA’s principles and how audiences respond to their services. This content will be

posted to each social media platform to reflect the difference being made in the lives of clients

and their families.

o Testimonials Cards: were designed to give event attendees the opportunity to reflect and talk

about what the nonprofit means to each one of them. After the event, 26 guests submitted their

testimonials and in the future this content will be used on social media.

o Incentive: Two raffle ticket giveaways were successful in encouraging guests to complete the

testimonial cards.

Tactic Three: Instagram

Goals & Objective: Identify means to increase social media presence, awareness, and donors

At the inception of the proposal, NSSA’s IG page did not contain high quality content and was

not frequently updated. The use of Instagram provides an opportunity to bridge the nonprofit to

individuals outside of their normal revolving group. The account is:

@nassausuffolksevicesfoautism

o Instagram Revamp: The staffer that manages the social media page has been out on medical

leave for much of the campaign and implementation. The employee has recently returned and

since then has successfully used content from the “Dinner for Our Children” event to update the

organization’s Instagram page. The nonprofit used the #NSSALightItUpBlue in the updated post.

The unique hashtag has the opportunity to connect NSSA to other nonprofits on Long Island and

New York City.

o High Quality Content: Was successfully created and the nonprofit is in the right direction of

utilizing content moving forward.

o Consistency: Building consistency is vital to the success of the revamp, however, the success

cannot be identified as the media personnel has been out. The revamping continues to be a work

in progress.


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Discussion & Conclusion


32

Discussion & Conclusion

Review

The commitment NSSA provides to its staff and clients is unduplicated. The insight and genuine

attitudes of staff made working with the nonprofit quite a well-rounded experience. In

conducting research through interviews with staff, information obtained showed staff are highly

knowledgeable in program areas and receptive to dialogue from an outside entity. From the

inception of the campaign project, the designated Development staff welcomed ideas and views

on current social media processes. In presenting proposed tactics, staff loved the creativity,

however, did not believe campaigns would be cost effective or realistic for the timeframe

needed. As previously mentioned, campaign ideas were created to bridge NSSA with nonprofits

that share the same goals and principles. The L.I to NYC: Sharing the Care & Bridging the Gap –

Biannual Network Event and the NSSA’s & Partnerships’ Broader Reach Events were out of

reach for what NSSA would be willing to sign on for.

Months prior the organization collaborated with undergraduate students at Hofstra to create new

ideas and implement changes to update social media platforms. During research, the

collaborative efforts seems to have blossom and ultimately helped in the creation of the third

proposal, the Multimedia Task Force. Staff were receptive to idea, however, the biggest issue

centered on the effectiveness of working with individuals with little to no working knowledge of

public relations. The last proposed idea centered on audience engagement, social media building,

donor increase and awareness.

At the inception of the campaign proposal to NSSA, the initial point person was receptive to

ideas and possible changes, however, after meeting and resubmitting proposal based on

discussion – the point person became a bit reluctant to proceed. At the time, the organization was

preparing for upcoming events and were quite busy. Although the reluctance was a challenge,

after reaching out to another point person, the revised proposal was forwarded to executive staff

for review and discussion. Response time on areas NSSA would agree to implement occurred

rather quickly.

Newly designated staff actively corresponded was opened to providing as much information and

support needed to effectively implement tactics. NSSA chose to use SnapChat as a different

angle in adding to their social media portfolio, reaching audiences in a new way, creating content

that can be cross posted on other media platforms, and gaining additional exposure.

NSSA is a small nonprofit that does extraordinary work with individuals living with autism. This

line of work can be overwhelming and exhausting which has the ability to hinder nonprofits with

limited resources. One of the overarching issues, is reaching new donors as it is important not to

over exhaust those resources.


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Closing Thoughts

Over the past three months of working with NSSA, many ideas and suggestions have been

discussed regarding increasing social media presence. NSSA has a strong reputation and does a

great job in providing services to their clients. Their positive image is mostly covered internally

and as a well-known autistic individual service provider on Long Island. The organization is

well-aware of its strengths, weaknesses, opportunities, and threats. Increasing staff in the

Development Office is paramount in continuous maintenance of their social media presence. The

organization remains open to ideas and ways to increase their reach on informing audiences in

the autism communities.

Social media continues to drive information and is available as an opportunity for an

organization to connect with other like-minded groups. The use of Instagram and hashtags were

selected for this purpose. Instagram is a great platform to create visual content for your

organization. It is active and engaging, it is perfect platform to connect with current and

prospective clients and donors. It serves as an informative tool; anything from statistics to new

developments on autism can be posted in minutes. Instagram makes it easy to discover new

people, businesses and allows for content sharing across different marketing channels. Also, it is

great for searching hashtags that are relevant to the industry. The Instagram revamp was the

primary focus of the campaign to help position the nonprofit and increase its social media

presence. The Dinner for Our Children event provided the opportunity for supplementary content

to push the campaign. The campaign was successful in opening the organization to new ideas

and ways to step out of the box.


34

Appendix


35

Testimonials

Take a moment to let us know how NSSA has impacted your life. Provide us with your response below, drop this card off in the box located at the Ticket Booth and redeem TWO free raffle tickets as a token of our thanks! What does NSSA Mean to You?

1. “Everything, Love Jessica xoxoxoxo”

2. “A wonderful school for my niece Annie!”

3. “It means a place I can be inspired and learn. It has provided a world where I feel safe

and a bright future for all.”

4. “A great place for my cousin to learn 😊”

5. “A place of acceptance and a second family to lean on for support.”

6. ‘NSSA has not impacted me directly, but as a friend of a student who attends NSSA, I

feel blessed to attend events and be part of this amazing community that has touched the

lives and hearts of all those who ae lucky to be a part of it. Thank You”

7. “It affords my niece of a place to learn.”

8. Client writes her name – “Annie Peloca”

9. “NSSA has given Madison a place to go and learn, meet friends and wonderful teachers.

NSSA has been an integral part of the Haiduk family for years and will be for years to

come. NSSA is a very special place for everyone who is involved.”

10. “Hope and love for so many.”

11. “My cousin Annalise has been learning so much at NSSA. The teachers are fantastic!”

12. “It has been such a wonderful experience over the years to meet all the great people who

have made such a difference in the life of my nephew, Brian Olsen.”

13. “NSSA means HOPE!”

14. “We love to attend all the great fundraisers for such an important and worthy cause.”

15. “NSSA embraced my brother, Alex Longo, with open arms when he was only three years

old. He has grown immensely, both socially and intellectually, which wouldn’t be

possible without the dedicated staff and services of NSSA. His achievements have not

only benefited Alex, but myself and our family too. THANK YOU to the NSSA family.”

16. “As a retired teacher, I am deeply interested in the research and advances in the field of

autism. When I started teaching in the 70’s there was little or no diagnosed autistic

children.”

17. “It changed our lives – my son and my family have gained so much by becoming part of

the school. This is more than a school, this is a place that impacts entire families and

provides support that lasts a lifetime.”

18. “NSSA does wonderful work. My friend’s son has attended the school for many years

and the teachers are wonderful. Without the school, he wouldn’t have progresses as much

as he has.”

19. “NSSA was an answer to our prayers.”

20. “When I had no hope, NSSA gave me a place to dream!” Lynn & Morris Almelem


36

21. “It man somebody loves Maddie as much as I do and will always be looking out for her

too! Thank You!!”

22. “My nephew Alex Longo has been a student since he was a baby. I have seen him grow,

learn and be happy.The staff at NSSA has given these students a happy life. All should be

commended for such a fabulous way of showing love and care.”

23. “A love like no other, wouldn’t trade it for the world. The center of our family.”

24. “I met my husband at NSSA – so, it means everything to us.”

25. “My niece has been doing so great, thanks to NSSA.”

26. “We have seen first the impact NSSA has on the many young children and adults who

walk through the doors. Most importantly, we see the dedication, passion and love that

the entire staff has shown to all. Including us as we have construed whatever small

impact we could have on the NSSA community as well.”

Testimonial Cards

Testimonials 1 - NSSA.pdf

Testimonials 2 -NSSA.pdf

Testimonials 3 - from NSSA Adult Services Client (1).pdf

Simon Group Email

Email to Simon Group- nssa.doc

Infographic

Infographic created for NSSA

Sample Instagram Post

(Created with Canva application)

NSSA “Did You Know?”

Customized Products

NSSA Customize Products .doc

../../../../../Amanda%20Damiano/Downloads/Testimonials%201%20-%20NSSA.pdf

../../../../../Amanda%20Damiano/Downloads/Testimonials%202%20-NSSA.pdf

../../../../../Amanda%20Damiano/Downloads/Testimonials%203%20-%20from%20NSSA%20Adult%20Services%20Client%20(1).pdf

../../../../../Amanda%20Damiano/Downloads/Email%20to%20Simon%20Group-%20nssa.doc

../../../../../nssa%20infographic.pdf

../../../../../NSSA%20IG%20Post.pdf

../../../../../Amanda%20Damiano/Downloads/NSSA%20Customize%20Products%20.doc


37

SnapChat Filter

SnapChat Result

SnapChat Results

../../../../../Vee/Downloads/Snapchat%20Report.pdf

capstone campaign project: nassau suffolk services for autism … · 2017-05-04 · capstone...

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