reflections magazine - a promotional magazine for

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Reflections

An Informational Magazine for Reflections Adoption Ministry

Kamryn Reynolds

A Senior Thesis submitted in partial fulfillment of the requirements for graduation

in the Honors Program Liberty University

Spring 2014

REFLECTIONS&MAGAZINE& & &&2&

Acceptance of Senior Honors Thesis

This Senior Honors Thesis is accepted in partial fulfillment of the requirements for graduation from the

Honors Program of Liberty University.

______________________________ Stuart Schwartz, Ph.D.

Thesis Chair

______________________________ Stacy Cannon, M.F.A. Committee Member

_____________________________ Jeffrey Ritchey, Ph.D. Committee Member

______________________________ Brenda Ayres, Ph.D.

Honors Director

______________________________ Date


Abstract

For my senior honors thesis I have received permission to present a project along with its

scholarly apparatus. I will be displaying ways to apply communications to ministry. The

project will be a promotional magazine and informational materials. For the thesis I will

include the magazine and a press release. I will be approaching some marketing

techniques for a non-profit organization and assessing potential ways to reach the public.

Many organizations are doing incredible work to fight social injustice and often times

few people understand the issues. I want to show how communication can revitalize

ministry and get the word out through promotional materials, graphic design and writing.

These are examples of marketing tactics in a ministry setting. My goal is to show how

creative communication strategies can ignite passion in the public and bring people into

involvement. Through the work of artistic, passionate, persuasive communicators, social

injustices can and should be brought to light. Not only awaking knowledge but also

inspiring action is the mark of a successful communicator.


Purpose

I have chosen Reflections Ministry, a small adoption awareness organization in

Northern Virginia. Reflections Ministry is partnered with a local church to provide

information on domestic and international adoption to perspective adoptive families. On

the website of the partner church the mission of Reflections states, “We provide

information, encouragement, prayer support and financial assistance to families who feel

called to reach out to the orphan through the miracle of adoption” (Reflections, 2012, p.

1). They assist through fundraising, support, information, counseling, and more.

Reflections Ministry hopes to partner with an overseas orphanage to provide aid for

children unavailable for adoption as well as those being adopted into families. The

ministry could grow into a strong advocacy organization because the heart and passion

are already there. I want to take this organization and create a promotional magazine to

help them increase their reach and keep people informed about the mission, heart and

goals of the ministry. This magazine will be the first step for Reflections to increase their

audience and have a product to give to interested individuals and partner organizations. It

will keep readers updated and will offer clear directions. Compassion International is a

prime example of a non-profit with a wide reach and professional marketing. Compassion

was selected as one of the top three organizations by a social media site called Social

Fresh. This site evaluates the competence and success of various organizations and stated,

“The 29 finalists included Disney Parks, PlayStation, Southwest Airlines, Time Warner

Cable, and Whole Foods” (Social Fresh, 2012, p. 1). This shows that non-profits can be

effective and influential similar to major for profit corporations.


Plan

I will combine my research for this thesis with knowledge I have gained in

advertising, graphic design, and writing courses to create a packaged promotional piece.

Non-profits need to set themselves apart to engage people. In an article addressing

effective marketing the author said, “Positioning is the process by which marketers try to

create an image or an identity in the minds of their target audience” (Gluck, 2013, p. 32).

My hope is to create a promotional magazine that can be presented to Reflections that

displays their mission and reasons why they are an effective ministry. This article on

international entrepreneurship displays the impact non-profit organizations are making in

the world. The article reveals:

Whether delivering solar energy to Brazilian villagers, expanding work

opportunities for disabled people across India, creating a network of home-care

agencies to serve poor people with AIDS in South Africa, or bridging the college-

access gap in the United States, social entrepreneurs are pioneering problem-

solving models that will reshape he 21st century (Bornstein, 2007, p. 19).

Communication

Various forms of communication are crucial to the success of a ministry

organization especially if they work overseas. At first I thought by majoring in

Communication Studies I would not be able to be directly involved with international

missions until I realized how useful it could be. Films, videos, graphics, campaigns,

fundraisers, events, all of these are growing needs for non-profit organizations. How can

a message reach people? Our society is saturated by technology. Corporate organizations

are utilizing media such as Facebook, Twitter, Instagram, Pinterest, and blogs to advertise


and increase their audience. Non-profits are also taking advantage of the global reach

provided by social media. Unlike in the past, today millions of people around the globe

can interact simultaneously. Communication professionals are finding ways to reach

large audiences through the media. Culture is competitive, and non-profits require many

of the same qualities as corporate businesses. An article on intercultural innovation states,

“It requires a critical mass of creativity, talent, knowledge and the ability and skills to

network and cooperate both locally and globally in order to create the power of

innovation” (Bisbale, 2006, p. 8). An example of an organization displaying what I am

seeking to accomplish is World Vision. According to a marketing study, “World Vision

do fantastic work, sure their core function is helping the needy, but their true skill is

attracting, motivating, and managing those of us who are in a position to make a

difference” (Strawczynski, 2013, p. 14). By organizing this thesis as a portfolio style

rather than simply a paper, I hope to implement some of the ideas and techniques that I

believe will help promote my chosen organization. Compassion International highlighted

beneficial uses of time by stating, “You might spend more than 90,000 hours of your

lifetime at work. Why not use that time to rescue children?” (Compassion International,

2014, p. 1). I will take the heart and message of Reflections Adoption Ministry and create

a foundational plan of steps to grow their reach and impact. I hope to use this magazine

as one piece of a campaign. I have plans for social media, events, fundraisers and more

for the ministry but for the purpose of this thesis I will include the first issue of

Reflections Magazine and an event press release. This ministry has immense potential

and merely lacks the means to take the organization to the next level. Communication is

important and can set an organization apart. According to an article on the power of


social interaction, “Communication shapes patterns of social interaction, the expression

of cultural values and norms, political practices and relations of power, and our positions

as local and global citizens” (USF, 2013, p. 2). Currently, Reflections focuses on helping

families adopt children by hosting fundraisers, providing information and support, and

raising awareness for the orphan crisis. There are over 145 million orphans worldwide

and it is a crisis that needs a voice. Using communication to promote products and

corporations is good but I want to show how communication can change lives, spread the

gospel and reach the broken.

Goal

Through a promotional magazine I will display the heart of Reflections and create

a product that could be used by the ministry for actual distribution. Communication skills

are just as prevalent and necessary in non-profits as in corporations. Strategically

planning how to get the message out is essential to the success of a non-profit. An article

researching strategic planning says, “Strategic planning is likely to become part of the

repertoire of public and non-profit planners” (Bryson, 2013, p. 22).

By the end of this project I hope to have gained practical experience in my field of

choice. Also, this project could be an excellent addition to my resume if done well. I will

research various uses for communication techniques that have been effective tools. Then,

I will implement them into a cohesive plan for Reflections Adoption Ministry. I hope to

display knowledge of advertising techniques as well as understanding of the mission.

Ministry jobs in the Communication field are growing. OM Ministries is an example of

an international ministry seeking Communication specialists. For example a job

description on their site says,


You have creative abilities or an education to create brochures or web pages and

you want to serve God with these skills? You like to write for newspapers and

newsletters? You have the desire to become creative in the graphic design for

print and web? Then you are welcome to come join us!” (OM Ministries, 2013,

p.1)

My committee members are perfectly suited to assist me in the areas I will be

focusing on and I believe I have a good opportunity to display a well-rounded, thought-

out approach to communication in a non-profit ministry setting.


References

Bisbale, Lise. “Social enterpreneurship as a space for intercultural communication and

innovation.” labforculture. N.p., 2006. Web. 3 May 2013.

Bornstein, David “How to change the world: Social entrepreneurs and the power of

new ideas.” Web. 3 May 2013.

Bryson, John. “A strategic planning process for public and non-profit organizations.”

ScienceDirect. N.p., n.d. Web. 3 May 2013.

Byers, Patrick. “If world vision can do it, you can too.” Outsource Marketing.

N.p., Aug. 2008. Web. 3 May 2013.

Compassion International. “Christian.” Compassion International.

N.p., 2013. Web. 3 May 2013.

Francisco, University of San. “Communication Studies.” University of San Francisco.

N.p., 2012. Web. 3 May 2013.

Gluck, Samantha. “Non-profit marketing strategies.” Chron Small Business.

N.p., 2012. Web. 3 May 2013.

Kotler, Philip. “Social marketing: an approach to planned social change.” Journal of

Marketing N. pag. Web. 3 May 2013.

Mangolda, W. Glynn. Business Horizons. Murray, KY: College of Business & Public

Affairs, Murray State U, 2009. Web. 3 May 2013.

Miller, Kivi. “Non-profit marketing guide.” nonprofitmarketingguide.com.

N.p., 2013. Web. 3 May 2013.


Miller, Mark. “More Than an Internship: Drury Senior Christa Scott Completes Her

Experience at Compassion International.” Drury University Newsroom. N.p.,

2012. Web. 3 May 2013.

OM International “Communication Jobs in Missions.” Missions Opportunities.

OM International, 2012. Web. 3 May 2013.

Reynolds, Lea. “Helping Orphans Find Loving Homes.” Reflections Ministry.

N.p., n.d. Web. 3 May 2013.

Roberto, Ned. Social Marketing Improving the Quality of Life.

2nd ed. London: SAGE Publications, n.d. Web. 3 May 2013

Stelzner, Michael. Social Media Marketing Industry Report. 2011. Web. 3 May 2013.

Strawczynski, Josh. “World vision: In your face marketing.” Current Issues in

Marketing Strategy. World Vision International, Oct. 2008. Web. 3 May 2013

World Vision Transformational Development and Marketing Group. “Framework for

donor transformational development.” WVI communications and public

Affairs, Feb. 2004.

Zarrella, Dan. The Social Media Marketing Book. Sebastopol, CA: O’Reilly Media, 2010.

Web. 3 May 2013.

&

NEWS RELEASELOCAL MINISTRY HOLDS ALL DAY INFORMATION AND TRAINING SESSION FOR ADOPTIVE AND FOSTER FAMILIES IN THE NORTHERN VIRGINIA AREA.This special event will take place Saturday, May 24 at 7:00pm

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REFLECTIONS • MINISTRY •

ReflectionsHelping Find Forever Families for Children in Need

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I will not leave you as orphans; I will come to you. - John 14:18

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Reflections Ministry: Who We AreLoving the broken. Rescuing orphans. Finding forever famil ies

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Our Mission

Speak up for those who cannot speak for themselves, for the rights of all who are destitute.

— Proverbs 31:8

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PRAY:

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Become an advocate

Inspire hope

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Find your voice

What can you do? AdvocateAdopt

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2014 Events SILENT AUCTION��

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Where then is my hope? Who can see any hope for me? -Job17:15

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Love Across Lands...

THE FACTS

There are currently over 145 million orphaned children worldwide.

There are an estimated 10 million orphans worldwide currently living in institutions.

Every 20 seconds a child is orphaned.

Every day 5,750 children age 4 and older become orphans.

Every year over 2,100,000 children are orphaned in Africa alone.

THE RESULTS

Countless children spend years in an orphanage with crowded conditions, substandard shelter, poor nutrition and little or no medical care.

During the critical years of their development, this toxic stress can cause life-long physical, emotional and developmental effects for these forgotten children.

Every day 38,500 children worldwide age out of the system, falling victim to crime, human USBGmDLJOH�PS�B�MJGF�TQFOU�TUSVHHMJOH�UP�TVSWJWF�on the streets.

Global Impact

NATIONS What’s happening around the world?

HAITI

/HP[P�^HZ�VUJL�VUL�VM�[OL�^LH[OPLZ[�JVSVUPLZ�PU�[OL�*HYPIILHU��SHYNLS`�IHZLK�VU�P[Z�MVYLZ[Y`�HUK�Z\NHY�YLSH[LK�PUK\Z[YPLZ��+\L�[V�WVSP[PJHS�\UYLZ[�HUK�UH[\YHS�KPZHZ[LYZ��/HP[P�PZ�J\YYLU[S`�[OL�WVVYLZ[�JV\U[Y`�PU�[OL�>LZ[LYU� /LTPZWOLYL��^P[O�HWWYV_PTH[LS`��VM�[OL�WVW\SH[PVU�SP]PUN�ILSV^�[OL� WV]LY[`�SPUL�HUK�TVYL�[OHU��VM�[OLT�SP]PUN�PU�L_[YLTL�WV]LY[ �̀�*OPSKYLU�[`WPJHSS`�LU[LY�VYWOHUHNLZ�PU�/HP[P�ILJH\ZL�VM�WV]LY[ �̀�WHYLU[HS�HIHUKVUTLU[��HUK�ULNSLJ[��;OL`�HYL�PU�KPYL�ULLK�VM�YLZJ\L�

ETHIOPIA

,[OPVWPH�OHZ�VUL�VM�[OL�SHYNLZ[�WVW\SH[PVUZ�VM�VYWOHUZ�PU�[OL�^VYSK��5LHYS`��VM� JOPSKYLU�SP]PUN�[OYV\NOV\[�[OPZ�JV\U[Y`�HYL�TPZZPUN�LP[OLY�VUL�VY�IV[O�WHYLU[Z��4VYL�[OHU��TPSSPVU�VYWOHULK�JOPSKYLU�Z[Y\NNSL�[V�Z\Y]P]L�LHJO�HUK�L]LY`�KH`�PU�,[OPVWPH��4HU`�VM�[OLZL�JOPSKYLU�OH]L�SVZ[�[OLPY�WHYLU[Z�[V�(MYPJH»Z� /0=�(0+:�V\[IYLHR�HUK�OH]L�SP[[SL�OVWL�VM�L]LY�ÄUKPUN�H�MHTPS �̀�>P[O�ZV�T\JO�KL]PZ[H[PVU��[OLZL�O\Y[PUN�JOPSKYLU�HYL�PU�KLZWLYH[L�ULLKVM�SV]L�

CHINA

0U�*OPUH�[OLYL�HYL�HU�LZ[PTH[LK��JOPSKYLU�SP]PUN�PU�VYWOHUHNLZ��4HU`�VM�[OL�JOPSKYLU�PU�*OPUH»Z�PUZ[P[\[PVUZ�^LYL�HIHUKVULK�K\L�[V�JVYYLJ[HISL� ZWLJPHS�ULLKZ��;OL`�HYL�^HP[PUN�MVY�ZVTLVUL�[V�ILSPL]L�[OLPY�SP]LZ�HYL�^VY[O�ZH]PUN�

BULGARIA

5LHYS`��VM�JOPSKYLU�SP]PUN�PU�)\SNHYPH�HYL�VYWOHUZ��VUL�VM�[OL�OPNOLZ[�YH[LZ�PU�,\YVWL��0UHKLX\H[L��\UZHML�JVUKP[PVUZ�KLZJYPIL�THU`�VM�)\SNHYPH»Z�VYWOHUHNLZ��:HKS �̀�VYWOHULK�JOPSKYLU�VM[LU�HNL�V\[�VM�[OL�JOPSK�^LSMHYL�Z`Z[LT�VUS`�[V�MHSS�]PJ[PT�[V�KHUNLYZ�SPRL�OVTLSLZZULZZ��JYPTL�HUK�WYVZ[P[\[PVU�

0U�:\I�:HOHYHU�(MYPJH�1 out of 9 children dies�ILMVYL�[OL�HNL�VM�Ä]L��<50*,-�

:\I�:HOHYHU�(MYPJH�OHZ�[OL�highest risk VM�ÄYZ[�KH`�KLH[O�MVY�PUMHU[Z��HUK�PZ�[OL�YLNPVU�ZOV^PUN�[OL�SLHZ[�WYVNYLZZ�[V^HYK�LUKPUN�PUMHU[�TVY[HSP[`��<50*,-�

Malaria PZ�H�SLHKPUN�RPSSLY�VM�children\UKLY�Ä]L�PU�(MYPJH��SLHKPUN�[V�V]LY600,000 deaths PU��<50*,-�

0U�,N`W[��9 out of 10 children�H[�V\Y:6:�=PSSHNLZ�^LYL�IVYU�V\[�VM�^LKSVJRHUK�abandoned��:6:�

0U�APTIHI^L��VM�JOPSKYLU�PU�:6:-HTPSPLZ�OH]L�lost both parents��:6:�

;OL�OPNOLZ[�`V\[O�\ULTWSV`TLU[�YH[LZHYL�PU�[OL�4PKKSL�,HZ[�HUK�(MYPJH��^OLYL1 in 4�`V\UN�WLVWSL�JHUUV[�ÄUK^VYR��036�

Highlight: Africa

Love is a Journey of Faith: Our Story

(T�0�JHSSLK�[V�HKVW[PVU&�>PSS�0�SV]L�[OL�JOPSK�HZ�T`�VÛ&�>OH[�PM�P[�PZ�[VV�OHYK&�;OLZL�HUK�THU`�TVYL�HNVUPaPUN�X\LZ[PVUZ�YHJL�[OYV\NO�[OL�TPUKZ�VM�WV[LU[PHS�HUK�J\YYLU[�HKVW[P]L�MHTPSPLZ��(KVW[PVU�JHU�IL�H�KH\U[PUN�QV\YUL �̀�I\[�[OL�QV`�VM�\UP[PUN�^P[O�H�JOPSK�THRLZ�P[�^VY[O�L]LY`�TVTLU[�VM�KV\I[��Z[Y\NNSL�HUK�^HP[PUN��

6\Y�Z[VY �̀�SPRL�ZV�THU`�V[OLYZ��ILNHU�I`�Z[LWWPUN�V\[�PU�MHP[O�HUK�[Y\Z[PUN�[OH[�[OL�3VYK�OHZ�H�WLYMLJ[�WSHU��>L�ILNHU�V\Y�QV\YUL`�\UZ\YL�VM�ÔLYL�V\Y�YVHK�^V\SK�SLHK�I\[�^LYL�L_JP[LK�[V�ZLL�[OL�WH[O�\UMVSK��-PYZ[��HM[LY�ÔH[�ZLLTLK�SPRL�LUKSLZZ�Z[YLHTZ�VM�WHWLY^VYR�HUK�YLK�[HWL��^L�^LYL�NP]LU�WPJ[\YLZ�VM�[^V�SP[[SL�NPYSZ�PU�2HaHROZ[HU��5L]LY�OHK�^L�WSHUULK�VU�W\YZ\PUN�HU�HKVW[PVU�MYVT�[OPZ�JV\U[Y`�I\[�OV^�JV\SK�^L�WVZZPIS`�ZH`�UV�[V�[OL�[^V� WYLJPV\Z�MHJLZ�ILMVYL�\Z&�;HRPUN�[OL�UL_[�Z[LW��^L�ZHPK�`LZ�HUK� ILNHU�W\YZ\PUN�[OL�WYVJLZZ�VM�H�2HaHROZ[HU�HKVW[PVU��

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:P_�`LHYZ�OH]L�WHZZLK�HUK�^L�JHUUV[�PTHNPUL�SPML�^P[OV\[�4HYPH��V\Y�I\UKSL�VM�SH\NO[LY�HUK�QV �̀�>L�OH]L�ILLU�ISLZZLK�^P[O�Ä]L�JOPSKYLU�HUK�[OL�3VYK�[Y\S`�JOVZL�LHJO�VUL��/L�RUL^�[OH[�4HYPH�ILSVUNLK�PU�V\Y�MHTPS �̀�(SS�[OL�KV\I[Z�HUK�^HP[PUN�^LYL�^VY[OÔPSL�HUK�^L�^V\SK�KV�P[�HNHPU�PU�H�OLHY[ILH[��([�[OL�LUK�VM�V\Y�QV\YUL �̀�HUV[OLY�ILNHU��;OPZ�UL^�QV\YUL`�^PSS�SHZ[�H�SPML[PTL�

Will you

Embarkon the

journey?

5V�VUL�JHYLK�[OH[�`V\�^LYL�IVYU&�5V�VUL�ZOV^LK�SV]L�PU�`V\Y�SVULSPULZZ&�5V�VUL�MV\NO[�MVY�`V\Y�SPML&�

“Religion that God our Father accepts as pure and faultless is this, to look after orphans in their distress.”

-James 1:27

What if...

3FnFDUJPOTHelping Find Forever Families for Children in Need

reflections magazine - a promotional magazine for

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