s campaignsbook

Cross-Lines Community Outreach, Inc.

Funding Plans Book Red Communications, INC.

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It Takes A Team To Defeat Poverty.

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Meet Our Team:

Ali Henderson Hometown: Olathe, Kansas Position: Senior Specialty: Advertising Sara Johnson Hometown: Overland Park, Kansas Position: Senior Specialty: Communications, Public Relations Meghan McCauley Hometown: Naperville, Illinois Position: Senior Specialty: Public Relations, Sales Melissa Morris Hometown: Halstead, Kansas Position: Senior

Specialty: Advertising, Marketing, Public Relations, Sales

Lindsay Santee Hometown: Overland Park, Kansas Position: Senior Specialty: Public Relations, Sales Amanda Santos Hometown: Kansas City, Kansas Position: Senior Specialty: Advertising, Marketing

It Takes a Team To Defeat Poverty

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EXECUTIVE SUMMARY: Red Communications, Inc. created this strategic campaign’s plans book. It is a strategic campaign for Cross-Lines

Community Outreach, Inc., which is located in Kansas City, Kansas. The Problem

Through primary and secondary research, Red Communications, Inc. found that Cross-Lines Community Outreach, Inc.’s major problems included:

• Lack of brand awareness • Lack of utilization of technology • Lack of advertising and promotions

Our Goal

The overall goal for the strategic campaign is to increase Cross-Lines Community Outreach, Inc.’s funding by $200,000 by January 31, 2012. Our Campaign

In order to increase Cross-Lines Community Outreach, Inc.’s funding by $200,000, Red Communications Inc. recommends the following:

• To increase Cross-Lines’ advertising and promotions by using a spokesperson. The first objective of our

strategic campaign is to utilize Will Shields, former Kansas City Chief, as a spokesperson. He has agreed to make appearances in radio and print advertisements for Cross-Lines Community Outreach, Inc. He also agreed to make appearances at Cross-Lines Community Outreach, Inc.’s events.

• To increase the number of ways that donors can give to Cross-Lines Community Outreach, Inc. by January 31, 2012. The second objective is to develop a system for mobile giving. This campaign is to be advertised at every home game in the Kansas City Royals’ playbill for the 2011 season.

• To create an unpaid/for credit communications internship position in order to reach a younger

demographic of potential donors. The intern will be in charge of Cross-Line Community Outreach, Inc.’s social media and help with website design. The intern will also help Cross-Lines Community Outreach, Inc. reach a younger target audience.

Ultimately, this campaign will be successful if Cross-Lines Community Outreach, Inc. receives an increase in donations by $200,000 or more by January 31, 2012.

The Problem

Our Goal

Our Campaign

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TABLE OF CONTENTS

1) List of Figures and tables…………………….. 6

2) Situation Analysis…………………………………. 7

3) SWOT Analysis………………………………………… 36

4) Strategic Plan……………………………………….. 38

5) Creative Plan…………………………………………. 43

6) Media Plan………………………………………………. 61

7) Timeline……………………………………………………. 81

8) Budget…….…………………………………………....... 94

9) Evaluation………………………………………………. 96

10) References……………………………………………. 98

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FIGURES AND TABLES

Figure 1 ......................................... 9

Figure 2 ........................................ 9

Figure 3 ........................................ 13

Figure 4 ........................................ 16

Figure 5 ........................................ 16

Figure 6 ........................................ 16

Figure 7 ........................................ 19

Figure 8 ........................................ 20-21

Figure 9 ........................................ 27

Figure 10 ....................................... 28

Figure 11 ........................................ 30

Figure 12 ....................................... 31

Figure 13 ....................................... 31

Figure 14 ....................................... 33

Figure 15 ....................................... 35

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Situation Analysis

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Problem Identification

In our research about Cross-Lines, we found three major problems. These problems include:

• Brand Image

The biggest problem to address is the lack of general awareness of Cross-Lines Community Outreach, Inc. throughout the Kansas City community. Cross-Lines Community Outreach, Inc. needs to develop a brand image to separate itself from all other nonprofit organizations and charities in the Kansas City area. Developing a brand that highlights the organization’s mission and most important features is necessary to give Cross-Lines Community Outreach, Inc. top-of-mind awareness and a recognizable, memorable brand to the communities throughout Kansas City. A creative strategic campaign must focus on creating a brand image that focuses on a unique selling point that sets Cross-Lines Community Outreach, Inc. apart from similar nonprofit organizations (Lindbeck & Swartwood, 2010).

Cross-Lines Community Outreach, Inc. also lacks a presence in the community and online. The brand needs to be consistent in traditional media, as well as on its website and social media sites. Currently, the Cross-Lines Community Outreach, Inc. brand is associated with religious affiliations, which support the majority of the organization’s funding (Lindbeck & Swartwood, 2010).

• Donations

One goal of Cross-Lines Community Outreach, Inc.’s staff is to increase annual donating by 50 percent in 2011. Their goal is to receive $200,000 more in donations because of the new strategic campaign. Cross-Lines Community Outreach, Inc.’s employees reported an approximate $1.2 million budget per year. Grants support approximately 20 percent of the organization’s funding. However, Cross-Lines Community Outreach, Inc.’s staff wants to depend less on grants and increase public donation as a result of this strategic campaign (Lindbeck & Swartwood, 2010).

Situation Analysis:

Problem Identification:

1) General Awareness of Cross-Lines Community Outreach, Inc.

2) Donations

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Figure 1: Top Three Monetary Donations During 2006-2008

Fiscal Year 2008 2007 2006

Top Funding Source & Dollar Amount Hall Family Foundation

$50,000

Hall Family Foundation

$100,000

Sunderland Family Fund

$50,000

Second Highest Funding Source & Dollar Amount

James Neal Miller Family Trust

$39,535

Individual donor

$50,000

Individual donor

$35,000

Third Highest Funding Source & Dollar Amount

Sunderland Family Foundation

$25,000

Anonymous donor

$25,000

Capital Federal Foundation

$15,900

Figure 2: Annual Financial Data From 2006-2008

Fiscal Year 2008 2007 2006

Program Expense $657,441 $562,995 $619,131

Administration Expense $222,512 $212,556 $205,210

Fundraising Expense $80,939 $30,539 $30,645

Payments to Affiliates $0 $0 $0

Total Revenue/Total Expenses 0.98 1.06 0.97

Program Expense/Total Expenses 68% 70% 72%

Fundraising Expense/Contributed Revenue 14% 5% 5%

Figures 1 and 2 were found in a document produced by the Greater Kansas City Community Foundation (Greater Kansas City Community Foundation, 2010).

Figure 1

Figure 2

FIGURE 1

FIGURE 2 In Figure 2, the data show that in 2008, expenses for the year exceeded total revenue for that year. As a result, Cross-Lines Community Outreach, Inc. must find a way to increase revenue in order to build financial stability. If total revenue continues to be less than total expenses, the organization will not be able to function properly.

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Technology

A third problem is the lack of utilization of technology. Cross-Lines Community Outreach, Inc.’s website needs further development and more information that is updated frequently.

Cross-Lines Community Outreach, Inc. uses social media, but to a limited extent. They have a Facebook page, but do not currently have a Twitter site. They also do not update their Facebook page frequently. Cross-Lines Community Outreach, Inc.’s employees have little knowledge of how to utilize social media or incorporate it in a way that will increase awareness and funding. Employees also have little knowledge on how to operate existing software accurately in order to track demographic information that could be beneficial to the organization.

Client Information

Cross-Lines’ Mission Statement

“Provide people affected by poverty with basic services and opportunities that encourage self-confidence and self-sufficiency. Over the past 45-plus years, Cross-Lines Community Outreach, Inc. has eased the sting of poverty for thousands of people and helped them return to a life a self-sufficiency. They come from all walks of life. Some are well educated. Some are not. Some are homeless. Some are not. Some are between jobs, while others have disabilities that contribute to their lack of employment. They are men, women and families who have one thing in common: They need help and they need hope. Cross-Lines Community Outreach, Inc.’s services and programs assist an individual or family as they ‘get over the hump’ and move forward with their lives,” (Greater Kansas City Community Foundation, 2010).

Cross-Lines’ Vision Statement

“All people in Wyandotte County are empowered to meet their own needs without the reliance on social services,” (Greater Kansas City Community Foundation, 2010).

Problem Identification:

3) Lack of utilization of technology

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Curabitur dictum,

Who They Are

Cross-Lines Community Outreach, Inc. is a nonprofit organization that offers resources to individuals and families affected by poverty and provides the means for them to rebuild financial stability. The organization depends on fundraising, donations and grants to provide resources to people in the Kansas City area.

Pop Kanoki established Cross-Lines Community Outreach, Inc. in 1963, and the organization was incorporated in 1965 (Greater Kansas City Community Foundation, 2010). Cross-Lines Community Outreach, Inc. was originally faith-based and gained support from churches and preachers. The name “Cross-Lines Community Outreach, Inc.” refers to the racial tension surrounding the Kansas and Missouri state line during the 1960s. The name describes the effort to erase the barriers between the two states. Since the organization was established, its goal has been to provide assistance to those within the community who are at risk of becoming homeless or experiencing the effects of poverty. Aid to the community includes emergency assistance, hunger relief and provision of discounted household items, as well as specialty programs for events such as holidays and annual school events (Cross-Lines Community Outreach, Inc.).

What They Do

The organization provides day-to-day resources, as well as financial assistance for its clients. Cross-Lines Community Outreach, Inc. serves a buffet breakfast at the Community Annex Monday through Saturday. Cross-Lines Community Outreach, Inc. volunteers also provide hot lunches Monday through Friday, as well as bagged lunches that clients can bring to work (Cross-Lines Community Outreach, Inc.). Qualified participants in emergency situations are provided with free groceries from the food pantry. Cross-Lines Community Outreach, Inc. is based in the greater Kansas City area, but commodities, such as groceries, can be distributed to qualified families in Johnson, Wyandotte and Leavenworth counties (Cross-Lines Community Outreach, Inc.).

The Cross-Lines Community Outreach, Inc. campus houses a thrift store that provides donated household items and clothes at discounted prices. Household items for purchase include large appliances, such as washing machines and dryers, computers, furniture, automobiles, house wares and kitchen appliances (Cross-Lines Community Outreach, Inc.). All proceeds from the thrift store go to the funding of the organization’s various programs and operating costs. The thrift store is open from 9 a.m. until 4:30 p.m. Monday through Thursday. It is open on Fridays until 4 p.m. and Saturdays until 3 p.m. The thrift store is closed on Sundays (Cross-Lines Community Outreach, Inc.).

The emergency assistance program, which requires the most funding, provides temporary relief for its clients, such as rent and utility assistance, laundry services and shower facilities. The emergency assistance program also offers free clean clothing, basic medicines and Homelessness Prevention and Rapid Re-Housing Program (HPRP) assistance (Cross-Lines Community Outreach, Inc.). The organization can also provide referrals for services not offered by Cross-Lines Community Outreach, Inc. (Greater Kansas City Community Foundation, 2010).

Emergency Service Funds Success:

• Provided $44,252 in rent and utility assistance in the 2008 calendar year

• Provided 4,544 showers and 1,422 loads of laundry to the homeless during the 2008 calendar year

• Provided 1,755 low-income, school-age children with new school supplies for the 2009/2010 school year

• Provided more than 512 families with Christmas gifts and food in 2008

• Provided 1,167 individuals with clothes for themselves and their families in 2008 Additionally, Cross-Lines Community Outreach, Inc. provides annual programs, or highlight

programs, to support individuals and families at times during the year that impose financial stress. Programs include:

• Prom Clothing Drive: Clothing collection begins in January for the spring prom season. Collected items include gowns, suits and tuxedos in Wyandotte County. These items benefit local high school students.

• Kits for Kids: School supplies distribution provides children in elementary school through the college level with school supplies and new backpacks.

• Christmas Store: Families and individuals can receive vouchers to shop for clothing, toys, household items and a holiday meal (Cross-Lines Community Outreach, Inc.).

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In addition, Cross-Lines Community Outreach, Inc. began an education and outreach program in July of 2009. The program is intended to help families develop behaviors and habits that will provide them with tools for personal success. The program aims to improve employment skills, budgeting, parenting and relationship development skills (Greater Kansas City Community Foundation, 2010).

Cross-Lines Community Outreach, Inc. also began a nutrition class on September 29, 2010. Its purpose is to teach its clients about nutrition and how to save money when buying groceries. The program is child-friendly and each family receives a grocery bag of groceries per week. The organization will also provide a financial budgeting class that will be available in Spanish, as well as English.

Funding

Cross-Lines Community Outreach, Inc. depends on donations alone to operate. These contributions support 100 percent of the organization’s approximate $1.2 million annual budget. Commodities are not included in the budget and there are no insurance reimbursements.

Figure 3: Average Annual Sources of Contributions

FIGURE 3 Figure 3 shows the sources from which Cross-Lines Community Outreach, Inc. obtains funding. On average, 70 percent of contributions come from individuals or families. Grants represent approximately 20 percent and 10 percent come from other various sources or foundations.

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Cross-Lines Community Outreach, Inc. harvests its own garden for food provisions. The

garden yields approximately 4,000 pounds of food per year.

The majority of financial donations come from the faith-based community. Cross-Lines Community Outreach, Inc. currently receives donations from approximately 12 churches in the Kansas City area. Cross-Lines Community Outreach, Inc. dedicates time to speaking at churches to seek donations, as well as find volunteers. The organization depends heavily on volunteers to help organize its programs and fundraisers. Cross-Lines Community Outreach, Inc.’s database includes approximately 1,200 total volunteers. Volunteers assist in preparing newsletters, sacking groceries, delivering commodities, serving lunches at the annex, performing home repairs, and organizing and participating in fundraisers. (Cross-Lines Community Outreach, Inc.).

Fundraisers are held periodically throughout the year. They include:

-Spring Dig: An annual plant sale that brings in an average of $10,000 each year.

-Annual Dinner Gala: This fundraiser is the most important fundraiser of the year. The formal event includes a silent auction, as well as a live auction, and hosts approximately 300 guests. The event is usually held at Lake Quivira Country Club and takes place in the falll of this year. In 2010, the event was sponsored by True North Hotel Group (platinum level), SP&J-LLC (gold level), M&I Wealth Asset Management (silver level), Capital Federal Foundation (silver level), Wyandotte Economic Development Council (bronze level) and First State Bank of Kansas City (bronze level) (Cross-Lines Community Outreach, Inc.).

Individuals and families can donate by mail or online on its website. Individuals can also donate indirectly through the Round-It-Up America program, available at local Yard House restaurants. These donations are distributed to Kansas charities, and Cross-Lines Community Outreach, Inc. receives a portion of these contributions (Cross-Lines Community Outreach, Inc.). The majority of the organization’s expenses are put toward its programs. Other expenses include administration and fundraising (Greater Kansas City Community Foundation, 2010).

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Economic Environment National Industry Overview

The nonprofit organizations industry in the United States includes more than 1.4 million

organizations with combined annual revenue of more than $1 trillion. The nonprofit industry is highly concentrated; nonprofits that make more than $100 million account for less than 1 percent of all firms, but earn more than 60 percent of industry revenue. Major industries included are Goodwill Industries, Ascension Health, the American Cancer Society, New York University and the Bill & Melinda Gates Foundation (Hoovers). The Switzerland-based Red Cross and YMCA are also key players in the industry (GlobalEDGE). Charitable foundation giving in the United States declined 8 percent in 2009, which is the largest decrease since tracking began in 1975 (Hoovers).

Nonprofit organizations belong to a bigger industry called public services. “These

programs or agencies can be operated at the federal, state, or local level, and are usually funded through the collection of taxes or via donations from interested parties” (GlobalEDGE).

Local Industry Overview A 2009 report on Kansas City nonprofits showed that “there were 8,010 Kansas City public charity nonprofits (501c3s) registered with the IRS at the end of 2008. About 41 percent of these organizations, or 3,318, had revenues of at least $25,000 per year.” The same report showed that Kansas City nonprofits increased annual revenue by more than 2 percent and assets increased by more than 6 percent from 2008 to 2009. The nonprofit sector now includes 13.4 percent of the region’s economy (Midwest Center for Nonprofit Leadership, 2009).

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Figure 4: Nonprofits as Part of the Kansas City Economy

Figure 5: Metro Area Nonprofit Sector Comparison

Figure 6: Kansas City Metro Area Foundation Statistics (2007)

FIGURE 4

FIGURE 5

FIGURE 6 These charts show where nonprofits fit into the Kansas City economy, where Kansas City compares to other major cities in regard to nonprofit sectors, and 2007 metro area foundation statistics (Midwest Center for Nonprofit Leadership, 2009).

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Compared to other nonprofit sectors, Kansas City has a low number of nonprofit organizations. However, Kansas City residents are still willing to donate. In 2009, Kansas City nonprofit organizations brought in revenue totaling more than $13.5 billion. Kansas City metro citizens are highly engaged and appear to be willing to fund improvements that address what they consider to be top issues (Mid-America Regional Council). Political Situation Form 990: The Form 990, also known as the “Return of Organization Exempt Form Income Tax,” must be filed each year with the Internal Revenue Service (IRS) by organizations that are exempt from federal income taxes and who normally (average of three tax years) have an income of more than $25,000 a year.

The Form 990 is the main IRS reporting form for nonprofits and the basic component of the annual report. It provides information that assist government agencies in enforcing the laws that govern nonprofits. The Form 990 also provides detailed financial information about the organization’s financial condition, financial strengths and weaknesses, and sources of income.

The Form 990 is becoming a more public document with companies beginning to post

their Form 990s on their websites. Organizations are also required to show the Form 990 to anyone who requests to see one (How to Read the IRS Form 990 & Find Out What it Means, 2006).

501(c)(3) Tax Exempt Filing In order for a nonprofit organization to qualify for 501(c)(3) federal tax-exempt status (sometimes also known as 503(c)), it is required to file Form 1023 to the IRS. Once the IRS approves the tax-exemption, the donations made to the organization are tax deductable and the corporation is tax-exempt. Religious organizations, educational institutions, recreational clubs and other groups can also seek 501(c)(3) status.

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Benefits of 501(c)(3) status include:

• Donors can make donations and receive a tax deduction. It is common for donors to refuse to offer funding if they know that they will not receive a tax deduction.

• The organization is qualified to receive private and public grant money. • A tax-exempt organization can save money on lower postage rates for corporate mailings. • A tax-exempt organization is exempt from paying federal income taxes and state taxes.

(Starting a Nonprofit Corporation, 2009) (How 503c Organization Works for Nonprofits, 2009) Situation Government Deficit: Unlike state and local governments, the federal government is not required to keep balanced budgets. This has created a large deficit for the United States and as a result the government must cut back on unnecessary public services. This is a major problem for the nonprofit industry because the demand for public services is continuing to grow at a rapid rate (GlobalEDGE). The national deficit is currently at more than $13.4 trillion. The U.S. Treasury Department reported that it expects the U.S. debt to rise to $19.6 trillion by 2015 (Federal Budget Spending and the National Debt). Unemployment:

According to the U.S. Bureau of Labor Statistics, as of August 2010, Kansas’ unemployment rate was at 6.6 percent. Missouri’s unemployment rate was at 9.3 percent, and the national unemployment rate was at 9.6 percent. The acceptable unemployment rate is 4 percent (U.S. Bureau of Labor Statistics). Income: In 2008, the median household income in Kansas was $50,174. The median household income for Missouri was $46,847. The national median household income in 2008 was $52,029 (U.S. Census Bureau). Compared with the national median household income, the median household income in Kansas was slightly lower.

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Poverty

In 2008, 11.3 percent of Kansas residents were considered below the poverty level. The same year, 13.5 percent of Missouri residents were below the poverty level. The average number of people below the national poverty level was 13.2 percent in 2008 and increased to 14.3 percent in 2009 (U.S. Census Bureau).

A graph from citydata.com compares Kansas City’s 2007 poverty level to the state of Kansas:

Figure 7: Residents with income below the poverty level in 2007

Kansas City: 21.6%

Whole state: 11.2%

(CityData.com) On the following page is a graph from the Mid-America Regional Council showing Kansas and Missouri poverty estimates in 2008, broken down by county and state.

Figure 7

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Figure 8: 2008 Kansas and Missouri Poverty Estimates (Mid-America Regional Council)

People of All Ages in Poverty

90% Confidence Interval

Estimate Lower Bound Upper Bound

Missouri 774,937 760,251 789,624

Bates 2,746 2,196 3,296

Caldwell 1,333 1,089 1,576

Cass 7,047 5,740 8,353

Clay 15,670 13,149 18,191

Clinton 2,162 1,756 2,569

Jackson 94,390 87,330 101,450

Johnson 6,271 5,117 7,425

Lafayette 4,191 3,464 4,919

Platte 5,657 4,659 6,655

FIGURE 8

The data show that the government deficit, unemployment rates and poverty rates are all increasing, which is rationale for more awareness and funding for Cross-Lines Community Outreach, Inc., so that Cross-Lines Community Outreach, Inc. can better serve its clients.

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Ray 2,261 1,823 2,698

Kansas 307,804 298,971 316,637

Atchison 2,114 1,696 2,532

Douglas 18,815 16,176 21,454

Franklin 2,536 2,054 3,018

Johnson 24,255 20,696 27,814

Leavenworth 5,616 4,556 6,677

Linn 1,121 895 1,347

Miami 2,272 1,812 2,733

Wyandotte 29,188 25,492 32,884

FIGURE 8 (continued)

The data show that the government deficit, unemployment rates and poverty rates are all increasing, which is rationale for more awareness and funding for Cross-Lines Community Outreach, Inc. so that Cross-Lines Community Outreach, Inc. can better serve its clients.

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Competitive Environment

Direct Competition

Direct competitors include organizations or entities that provide the same or similar services to those offered by Cross-Lines Community Outreach, Inc.

Catholic Charities of Kansas City – St. Joseph Inc.

Overview: The Catholic Charities of Kansas City – St. Joseph Inc. seeks to improve the community by providing a vast array of resources. It provides assistance with food, shelter and utilities to those in need. It protects children through adoptions, foster care, an after-school program, counseling parent education and services to pregnant women. It strengthens families and the larger community through family counseling, financial education and services for young families. It provides support to people with disabilities and mental illnesses through in-home care, mental health services and a ministry that focuses on people with disabilities. It assists elderly people with a variety of health and basic needs programs. It is well known for its outreach and advocacy, specifically its Hispanic outreach (Catholic Charities of Kansas City - St. Joseph Inc.).

Focus: The Catholic Charities of Kansas City – St. Joseph Inc. focuses on doing the work of the Gospel by providing food, shelter, utilities and programs to improve the community (Catholic Charities of Kansas City - St. Joseph Inc.).

City Union Mission Overview: City Union Mission is an Evangelical Christian ministry based in the Kansas City metro. It feeds homeless and underprivileged people in the metro. It provides emergency housing in the forms of a men’s shelter and a women/family shelter. City Union Mission is the only charity in the metro with infirmary beds for the sick or injured. Basic medical services are provided by the organization. It has a “Learning Center” where people can earn GEDs or build their skills for job hunting. It also holds after-school programs, which include tutoring and activities for children (City Union Mission, 2010).

Focus: City Union Mission focuses on “breaking the cycle of poverty, homelessness and dependence on government assistance” (City Union Mission, 2010).

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Goodwill Industries

Overview: Goodwill Industries serves eastern Kansas and western Missouri. This organization operates stores in the region that sell donated items at extremely low prices. The low prices assist people in the community by helping them afford clothing and household goods. Goodwill also employs people with disabilities at its stores. Goodwill provides training for its employees to increase their personal growth and self-sufficiency (Goodwill Industries, 2008-2009).

Focus: Goodwill focuses on increasing the self-sufficiency of community members. The ultimate goal is helping them become stable wage earners, so that they no longer have to rely on charities for basic needs (Goodwill Industries, 2008-2009).

Harvesters Community Food Network

Overview: Harvesters Community Food Network provides food to those in need in the community. Harvesters collects food and household items through donations from individuals, other organizations and companies. It uses a network of nonprofit organizations to distribute food to individuals in need throughout the community. Volunteers run the majority of the operations of this organization. The organization also educates the community about the reality of hunger in the U.S. (Harvesters - The Community Food Network, 2010).

Focus: Harvesters focuses on feeding those in need and educating the rest of the community about the issue of hunger in the U.S (Harvesters - The Community Food Network, 2010).

The Salvation Army of the United States of America

Overview: The Salvation Army of the United States is a Christian-based charity that executes a variety of functions to improve communities. The Salvation Army is best known for its Christmas Charity represented by the famous red kettles and angel trees. This program provides food and gifts for those in need. It provides disaster relief to communities affected by natural or man-made disasters. It assists with the rehabilitation of prisoners and assists with drug and alcohol rehabilitation. The organization operates youth centers and camps through its ministries. It also operates programs to fight human trafficking (The Salvation Army of the United States of America, 2000-2009).

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Focus: The Salvation Army focuses on improving the world by spreading the word of God to people in need (The Salvation

Indirect Competition

Indirect competitors include organizations or entities that seek donations and/or volunteers in order to improve the community in some form. These entities have the likelihood of competing with Cross-Lines Community Outreach, Inc. for donations and/or volunteers, despite providing different services than Cross-Lines Community Outreach, Inc.

American Red Cross Greater Kansas City Chapter

Overview: The American Red Cross Greater Kansas City Chapter responds to disasters in the community. Disasters covered by the Red Cross include residential fires, floods, tornados, earthquakes, extreme temperatures, carbon monoxide leaks and hazardous material incidents. Following disasters, the Red Cross provides emergency supplies to community members in need. This includes providing shelter, food, clothing and medical replacements (American Red Cross Greater Kansas City Chapter, 2010).

Focus: The American Red Cross Greater Kansas City Chapter focuses on helping the community and community members to recover after a disaster has occurred (American Red Cross Greater Kansas City Chapter, 2010).

Habitat for Humanity Kansas City

Overview: Habitat for Humanity Kansas City constructs homes for people in need. The homes are sold to the people in need at-cost. Volunteers do most of the construction and are assisted by the people planning to buy the house once it is completed (Habitat for Humanity Kansas City).

Focus: Habitat for Humanity Kansas City focuses on providing home ownership to people who would not be able to experience it otherwise (Habitat for Humanity Kansas City).

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Make-A-Wish Foundation – Missouri Chapter

Overview: Make-A-Wish Foundation – Missouri Chapter fulfills the wishes of children with life-threatening medical conditions. The wishes can be anything from objects to trips to job shadowing famous people. The wishes are used to help a child focus on something other than his or her medical conditions (Make-A-Wish Foundation, 2010). The organization seeks to create a memorable experience for children despite their medical conditions.

Focus: Make-A-Wish Foundation – Missouri Chapter focuses on enriching the lives of children with life-threatening medical conditions through extraordinary things and experiences (Make-A-Wish Foundation, 2010).

Ronald McDonald House Charities Kansas City

Overview: Ronald McDonald House Charities Kansas City provides assistance to seriously ill or injured children and their families. It provides housing for the children and their families near to treatment facilities. It assists families financially with expenses related to seeking medical treatment. The housing facilities operated by the organization provide an environment of normalcy for children and their families (Ronald McDonald House Charities, 2007).

Focus: Ronald McDonald House Charities Kansas City focuses on lessening the impact of illness and injury on children and their families (Ronald McDonald House Charities, 2007).

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Audience Analysis Top 4 audiences we are targeting in our strategic campaign.

Businesses and Corporations

Businesses and corporations want to invest in the communities to which they belong, not just donate. They are also expected by the community to be socially conscious.

About Corporate Giving

• Corporate giving “increased by 5.5 percent in 2009 to $14 billion” (USA Giving, 2009)

• “Corporate giving is about 55 percent cash” (USA Giving, 2009)

• “Corporate giving accounted for 4 percent of all charitable giving in 2009.” (USA Giving, 2009)

• Seventy-nine percent of consumers said that, when price and quality are equal, they would switch brands or retailers based on associations with a good cause (Why corporate giving, 2010).

• Eight-five percent of Americans say they have a more positive image of a brand or company when it supports a cause they care about (Why corporate giving, 2010).

Corporate giving in Kansas City

• Based on Kansas City nonprofit organization survey responses, companies gave an estimated $150 million in 2007 (The Center on Philanthropy at Indiana University, 2009).

• Corporations accounted for approximately 10 percent of all donations to Kansas City-area nonprofit organizations in 2007 (The Center on Philanthropy at Indiana University, 2009).

• In 2007, approximately 45 percent of charities in Kansas City received at least one corporate gift or corporate foundation grant (The Center on Philanthropy at Indiana University, 2009).

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• Organizations that benefit public society received the largest share of corporate foundation dollars in 2007 (The Center on Philanthropy at Indiana University, 2009).

• Nearly 41 percent of reported corporate gifts and grants to nonprofits were between $2,500

and $4,999 (The Center on Philanthropy at Indiana University, 2009)

Figure 9: Corporate charitable donations received at Kansas City nonprofits, by size of charitable

(The Center on Philanthropy at Indiana University, 2009)

FIGURE 9 The Center on Philanthropy at Indiana University, 2009)

Total

corporate giving

as a share of all

donations was at

or near 20

percent,

regardless of the

size of the

nonprofit

organization.

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Figure 10: Share of corporate contribution dollars by type of recipient, Kansas City and U.S., 2007

(Percentage of total grant dollars)

(The Center on Philanthropy at Indiana University, 2009)

FIGURE 10

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Kansas City corporations contributed a higher share of dollars to health and human services than the national average.

Based on the above research, Cross-Lines Community Outreach, Inc. should also consider businesses and corporations in Kansas City a good target audience. Corporations, especially in Kansas City, tend to give more money to nonprofit organizations that support health and human services, which includes Cross-Lines Community Outreach, Inc. While they do not donate as much overall as individual donors, they do tend to donate larger amounts at a time.

Faith-Based Organizations

Studies have shown a strong link between religious practice and charitable giving. Nationally, Americans who regularly attend church services contribute 2.2 percent of their income to charity, a higher average than non-church-goers, who average 1.4 percent. The higher level of giving by people who attend church is not limited to their own congregations, but extends to all types of nonprofits (Fair Tax, 2007).

The frequency that Kansas City residents attend religious services is also associated with higher amounts of giving. In 2007, there was a dramatic linear relationship between giving and worship service attendance. Figure 9 shows average total household giving for 2007 by frequency of reported attendance at worship services.

F

A

I

T

H

B

A

S

E

D

O

R

G

.

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Figure 11: Average Total Giving by the Frequency of Religious Attendance, Donor Households, 2007

According to the above table, those who attended religious services more than once a week gave $4,484 more on average than those who attended religious services a few times a year (The Center on Philanthropy at Indiana University, 2009).

Kansas City residents selected religious beliefs as the second highest major motivation for giving to charity at 63.5 percent, after equity at 70.4 percent, as is shown in figure 10 (The Center on Philanthropy at Indiana University, 2009).

FIGURE 11 Average Total Giving by the Frequency of Religious Attendance, Donor Households, 2007

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Figure 12: Percentage of Households Selecting Motivation as a Major or Minor Motivation

Those Kansas City households that donate to charity and attend religious services once a week or more gave more on average to religious causes than those households that did not attend religious services as frequently or did not attend them at all. However, those who attended religious services only once or twice a month gave more to secular causes than those households that attended religious services more than once a week ($1,795 versus $1,362). This is shown in the graph on the next page (The Center on Philanthropy at Indiana University, 2009).

Figure 13: Average Giving by the Frequency of Religious Attendance, Donor Households, 2007

FIGURE 12: Percentage of Households Selecting Motivation as a Major or Minor Motivation

FIGURE 13: Average Giving by the Frequency of Religious Attendance, Donor Households, 2007

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Women with Children

Overall, there are significant differences in the amount that men and women donate to

charity. According to a study conducted in January 2010, women are more generous as a whole. More than 63 percent of women have given to a charity within the past three years, compared to 37 percent of men. Ironically, it was also found that 45 percent of women felt that they did not have much money to give, with 31 percent of men feeling the same way. Women are also more likely to volunteer for nonprofit organizations and their donations are more influenced by guilt (Charitable Giving In 2010 Set To Remain Strong...And Mostly Female, 2010).

In another study, it was found that mothers donated more than twice the amount of their male counterparts (Women Give More to Charity than Men, New Study Shows , 2010).

“Looking at giving across five different income groups, which range roughly from $23,000 to $100,000 a year, it is clear that it is not only wealthy women who give,” said Debra J. Mesch, Ph.D., director of the Women’s Philanthropy Institute. “Women across nearly every income category give significantly more than their male counterparts – in many cases, nearly twice as much,” (Women Give More to Charity than Men, New Study Shows , 2010).

It was found that giving to charity is reflected in family life. According to The International Journal of Non-for-Profit Law, “Couples even when they earn the same amount as single people are more likely to give to charity and the single fact of raising children stimulate giving as well,” (Brooks, 2006).

The following graph compares the average amount donated between the female head of household and the male head of household.

33

Figure 14: Difference between Men and Women Donation Habits

(Women Give More to Charity than Men, New Study Shows , 2010)

FIGURE 14: Difference between Men’s and Women’s

Donation Habits

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Young Professionals (25 to 35 years old)

A national study done by Convio, Edge Research, and the Sea Change Strategies showed that people in the “mature” age demographic, or born before 1946, gave the largest gifts when donating to charity organizations. However, this demographic is shrinking in numbers (Charitable Giving, 2010). Nonprofit organizations will have to look to younger generations for donations in order to maintain financial stability in the future. David Glass, director of online marketing of Washington D.C.-based World Wildlife Fund, said that research has proven that it is important to target donors at a young age in order to build relationships that will yield loyal and consistent giving habits (Giving Habits, 2010).

A 2008 study by Indiana University and Campbell & Company revealed that members of Generation Y (born between 1981-1991) give roughly the same amount as other generations, given that income level, religious attendance, and education level are equal (Philanthropy Trends Update, 2008). Younger donors generally demonstrate no consistent pattern in choosing which causes they allocate their donations. Givers of the younger generation choose organizations based on their emotional reactions to media messages (Charitable Giving, 2010).

The Salvation Army conducted a focus group on members of Generation Y living in the Midwest to explore trends of charitable giving. Overall, they found that participants were highly involved with charities in their communities and they usually chose to associate with organizations that were well known and well advertised in media (Barbagallo, 2005). As far as advertising, younger donors represent an open target (Charitable Giving, 2010).

As age decreases, the number of ways in which donors give money steadily increases. Donors that come from generations X and Y are more likely to support a cause in ways other than direct donation such as volunteering, helping with fundraising, and spreading the word among peers (Charitable Giving, 2010). In addition, younger donors are more likely to trust the validity of a cause when the information comes from peers, rather than media (Charitable Giving, 2010). When young donors give money, they are more likely to donate via online transactions than any other age demographic. Other emerging channels of donation include mobile/text and social networks (Charitable Giving, 2010).

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Figure 15: A Snapshot of Generation Y

(Preston, 2010)

According to a survey of U.S. charitable donors, mobile giving is growing among younger generations (Giving Habits, 2010). The study was done after the text-to-donate campaign for the Haiti earthquake relief effort. Research found that an estimated 6.5 million people used their cell phones to donate to the cause (Giving Habits, 2010).

FIGURE 15 A Snapshot of Generation Y

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SWOT ANALYSIS

37

Helpful Harmful Internal STRENGTHS

• Large volunteer base • Passionate/involved employees • Good reputation among clients • Large variety of programs • Online donation capability • Donors can choose where their money

goes • Local organization, funds stay local • Cause: To eliminate the cycle of poverty • Strong relationships with several local

churches • Receives grants from the government

WEAKNESSES • Lack of organization of the volunteer base • Employees are resistant to change • Employees do not know how to use

DonorPerfect fundraising software effectively

• Website is outdated and difficult to navigate

• Lacks the use of social media, advertising and promotions

• Not enough employees to effectively operate all programs

• Large variety of programs stretch budget and resources thin

• Lack of awareness in KC metro • Logo lacks top of mind awareness • Not enough communication with donors,

prospective donors • Current, reliable donors are growing older

External OPPORTUNITIES

• KC metro ranks high in charitable giving • People in the KC metro prefer to donate

locally • Large number of religious organizations in

the KC metro • Large number of young people in Kansas

City • Technology and social media • A lot of media and news providers in the

metro • January is poverty awareness month • Donations act as a tax advantage for

donors

THREATS • Poor economy in KC metro • Fear of job loss negatively affects

donations • Several national organizations operate

similar programs • National organizations have more money,

more advertising and are more well-‐known

• Other organizations make it easy and convenient to donate

• Negative attitudes toward and negative associations with people in poverty

• There is another Cross-‐Lines organization in Missouri that is fighting poverty which could be a cause for confusion

SWOT

Analysis

38

Strategic Plan

39

Strategic Plan GOAL: To increase Cross-Lines’ funding by $200,000 by January 31, 2012. Objective 1: To utilize a spokesperson to increase Cross-Lines’ advertising and promotions by January 31, 2012.

Strategy 1: Utilize Will Shields, former Kansas City Chief, as a spokesperson Strategy 2: Create radio, print and web advertisements that focus on donations Strategy 3: All advertisements must have a call to action to donate to Cross-Lines

Strategy 4: Create advertisements that direct the audience to website and social media

Objective 1:

To utilize a spokesperson to increase Cross-Lines’ advertising and promotions by January 31, 2012.

40

Objective 2: To increase the number of ways that donors can give to Cross-Lines by January 31, 2012.

Strategy 1: Develop a system for mobile giving through mGive that will last from March 1, 2010 to November 1, 2010.

Objective 2:

To increase the number of ways that donors can give to Cross-Lines by January 31, 2012.

41

Objective 3: To create an unpaid/for credit communications internship position, in order to reach a younger demographic of potential donors.

Strategy 1: Advertise internship

Strategy 2: Cross-Lines’ staff interviews candidates

Strategy 3: Hire an intern and assign responsibilities

Objective 3:

To create an unpaid/for credit communications internship position, in order to reach a younger demographic of potential donors.

42

Internship AD Cross-Lines Community Outreach, Inc. Communications Internship

Join our team to help defeat poverty. Cross-‐Lines Community Outreach, Inc. is a nonprofit organization

located in Kansas City, Kan. The mission of Cross-‐Lines is to provide people affected by poverty with basic

services and opportunities that encourage self-‐confidence and self-‐sufficiency. Cross-‐Lines is working to break

the cycle of poverty in Kansas City. Cross-‐Lines’ services include emergency utility assistance, emergency

groceries, hot showers, free clothing, meals, supplies and more.

As a communications intern at Cross-‐Lines, your duties may include: creating a professional Twitter account

for the organization, updating the Twitter and Facebook accounts with upcoming events and donation opportunities, placing

the Twitter and Facebook icons on the organization’s website, following other nonprofit organizations on Twitter, utilizing

Google Analytics and Facebook Insights to measure social media traffic and gather demographic information, researching new

ways to use social media and formulating concepts to attract an audience of young professionals to the organization’s social

media.

For this position, you must have successfully completed one or more internships. You must be able to commit between five

and fifteen hours each week to the internship. Previous experience with social media and web design is required. Preferred

majors include marketing, public relations, journalism or equivalent.

If you are interested in this position, please send a cover letter, resume and list of three references including one reference

from a previous internship to Roberta Lindbeck.

Contact Information: Roberta Lindbeck Executive Director Cross-Lines Community Outreach, Inc. 736 Shawnee Avenue Kansas City, KS 66105 (913) 281-3388 [email protected] www.cross-lines.org Length: Ongoing Compensation: Unpaid – May be for credit depending on your educational institution’s requirements

43

CREATIVE PLAN

44

Creative Plan

GOAL: To increase Cross-Lines’ funding by $200,000 by January 31, 2012.

Objective 1: To utilize a spokesperson to increase Cross-Lines’ advertising and promotions by January 31, 2012.

Strategy 1: Utilize Will Shields, former Kansas City Chief, as a spokesperson

Tactic 1: Create print ad(s) for Cross-Lines featuring Will Shields

Tactic 2: Create radio ad(s) for Cross-Lines featuring Will Shields

Tactic 3: Gain more publicity by having Will Shields appear at Cross-Lines events, such

as the Cross-Lines Annual Dinner Gala and Cross-Lines Christmas Store

Tactic 4: Raffle off Will Shields autographs and other donations at Cross-Lines Annual Dinner Gala

Tactic 5: Receive assistance with advertising placement from Will Shields

Tactic 6: Contact Doug E. Elstun, representative of Will Shields, at [email protected] or (913) 451-8370

Objective 1:

To utilize a spokesperson to increase Cross-Lines’ advertising and promotions by January 31, 2012.

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PRINT AD Featuring Will Shields

46

Radio AD Featuring Will Shields

Radio Ad – Will Shields

Title: Blocking Poverty from Kansas City

Client/Sponsor: Cross-Lines Community Outreach, Inc.

Length: 30 seconds

Name: RED Team

Air Dates: October 3, 2011 to December 30, 2011

WILL SHIELDS:

SFX: Sounds of a man being tackled

SFX: Sounds of cheering

WILL SHIELDS:

(:29)

Hi, I’m Will Shields, former Kansas City Chiefs

football player. Instead of blocking for

Marcus Allen and Priest Holmes—

—I’m teaming up with Cross-Lines

Community Outreach to block poverty

from Kansas City.

Cross-Lines has the playbook to break the

cycle of poverty. Donate to Cross-Lines at

cross-dash-lines-dot-org to help tackle

poverty in Kansas City.

It takes a team to defeat poverty. Join our

team and donate at cross-dash-lines-dot-

org to make a difference today.

###

47

Strategy 2: Create radio, print and web advertisements that focus on donations Tactic 1: Create a Poverty Awareness Month radio advertisement

Tactic 2: Create a print advertisement targeting mothers of children Tactic 3: Create a web advertisement for Paws for a Cause on the 106.5 The Wolf website

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“Poverty Awareness Month” Radio AD

MUSIC: Upbeat (Establish, then fade) YOUNG BOY: MOM: YOUNG BOY: MOM: YOUNG BOY: MOM: MUSIC: (Up, then fade out at :29

Happy Poverty Awareness Month, mom!

No, honey, poverty isn’t something to

celebrate.

Ohhh—then why do we need to be aware of it?

Because almost two out of ten Kansans are

in poverty. That is why January is Poverty

Awareness Month.

Well, is there anything we can do to help?

Yes, it takes a team to defeat poverty. We

can donate at cross-dash-lines-dot-org.

Cross-Lines Community Outreach is helping

people in Kansas City by providing them

with resources to break the cycle of

poverty.

###

Radio Ad – Poverty Awareness Month

Title: “Happy Poverty Awareness Month!”

Client/Sponsor: Cross-Lines Community Outreach, Inc.

Length: 30 seconds

Name: RED Team

Air Dates: January 2, 2012 to January 27, 2012

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Print AD Targeting Mothers

50

Web AD for “Paws for a Cause”

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Strategy 3: All advertisements must have a call to action to donate to Cross-Lines

Tactic 1: Create radio advertisements encouraging donation with consistent message: It takes a team to defeat poverty Tactic 2: Create print advertisements encouraging donation with consistent message: It takes a team to defeat poverty

52

Radio Ad “It takes a Team to Defeat Poverty”

Radio Ad – Mom and Kids

Title: Tackling Poverty as a Team – Mom and Kids

Client/Sponsor: Cross-Lines Community Outreach

Length: 60 seconds

Names: RED Team

Air Dates: March 1, 2011 to March 28, 2011

SFX: School bell ringing SFX: Kids bustling around MOM: FIRST CHILD: FX: Calculator noises FIRST CHILD: SECOND CHILD: SFX: Calculator noises SECOND CHILD: MOM: BOTH CHILDREN:

BOTH CHILDREN:

Hey, kids. How was school? Did you learn

anything new today?

We learned that almost two out of every ten

Kansans are in poverty!

What are you doing?

Hold on, I’m calculating!

Woah! That’s enough people to fill Arrowhead

Stadium almost five times!!

That IS a lot of people, but do you know what we can do to help? What?!

-more-

53

Radio Ad – Mom and Kids

Title: Tackling Poverty as a Team – Mom and Kids

Client/Sponsor: Cross-Lines Community Outreach

Length: 60 seconds

Names: RED team

Air Dates: March 1, 2011 to March 28, 2011

MOM: FIRST BOY: MOM: FIRST BOY: MOM: (:58)

We can help by donating to Cross-Lines.

You know, kids in poverty are just like you

guys.

Well, let’s help ‘em!

Let’s join Cross-Lines in the fight to defeat

poverty by donating at cross-dash-lines-

dot-org. With Cross-Lines, our donations

stay local to fight poverty right here in

Kansas City.

Yeah, mom! It takes a team to defeat

poverty!

Join the team! Donate now at cross-dash-

lines-dot-org.

###

54

Print AD “It Takes a Team to Defeat Poverty”

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Strategy 4: Create advertisements that direct the audience to website and social media

Tactic 1: Highlight Twitter and Facebook presence in all advertisements Tactic 2: Call to action to visit www.cross-lines.org to donate on every advertisement

56

Highlight Twitter and Facebook in all Ads

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Objective 2: To increase the number of ways that donors can give to Cross-Lines by January 31, 2012.

Strategy 1: Develop a system for mobile giving through mGive that will last from March 1, 2010 to November 1, 2010.

Tactic 1: Run a nine month campaign during the Kansas City Royals 2011 Season (March to October 2011). Tactic 2: Advertise for campaign with a half-page ad in the Kansas City Royals’ playbill.

Tactic 3: Contact mGive at (866) 720-3350.

Tactic 4: Contact Kansas City Royals for advertising at [email protected].

Objective 2:

To increase the number of ways that donors can give to Cross-Lines by January 31, 2012.

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Print AD in Kansas City Royals’ playbill

Tactic 2:

59

Objective 3: To create an unpaid/for credit communications internship position in order to reach a younger demographic of potential donors. Strategy 1: Advertise internship

Tactic 1: Advertise internship with Johnson County Community College, Kansas City Kansas Community College, Metropolitan Community College, Park University, Penn Valley Community College, Rockhurst University, University of Kansas, and University of Missouri-Kansas City

Strategy 2: Cross-Lines’ staff interviews candidates Tactic 1: Roberta and two other staff members determine interview process

Tactic 2: Roberta and two other staff members interview top five candidates

Objective 3:

To create an unpaid/for credit communications internship position in order to reach a younger demographic of potential donors.

60

Strategy 3: Hire an intern and assign responsibilities

Tactic 1: Hire an intern who meets these requirements: • Completion of at least one internship • Major should be in marketing, public relations, journalism or other equivalent • Can commit approximately 5 to 15 hours a week for a one year cycle • Must have previous experience with social media

Tactic 2: Have the intern create Twitter account for Cross-Lines. Tactic 3: Have the intern update Facebook and Twitter weekly with Cross-Lines’ upcoming news and donation opportunities. Tactic 4: Have the intern research new social media. Tactic 5: Have the intern formulate ways to attract younger audience of donors. Tactic 6: Have the intern place Facebook and Twitter icons on homepage of website. Tactic 7: Have the intern follow other nonprofit organizations on Twitter. Tactic 8: Have the intern utilize Google Analytics and Facebook Insights to measure traffic and gather demographic information to be used in future campaigns.

61

MEDIA PLAN

62

Media Plan:

Advertising Assistance: As part of his partnership with Cross-Lines, Will Shields agrees to provide Cross-Lines with assistance in obtaining additional advertising placement. Cross-Lines will schedule a meeting with Will Shields in February to discuss its advertising goals and schedule for the year. It will maintain contact with him by following up every other month to go over goals and upcoming events. Contact information Doug E. Elstun [email protected] (913) 451-8370

63

Schedule

February 2011 • 02/01/2011: Schedule meeting with Will Shields to talk about other opportunities and

schedule. Contact Doug E. Elstun at [email protected] or (913) 451-8370.

April 2011 • 04/01/2011: Make contact with Will Shields to follow up on plans made during previous

contact. Talk to him about upcoming plans he might be involved in. Contact Doug E. Elstun at [email protected] or (913) 451-8370.

June 2011

• 06/01/2011: Make contact with Will Shields to follow up on plans made during previous contact. Talk to him about upcoming plans he might be involved in. Contact Doug E. Elstun at [email protected] or (913) 451-8370.

August 2011

• 08/01/2011: Make contact with Will Shields to follow up on plans made during previous contact. Talk to him about upcoming plans he might be involved in. Contact Doug E. Elstun at [email protected] or (913) 451-8370.

October 2011 • 10/03/2011: Make contact with Will Shields to follow up on plans made during previous


December 2011 • 12/01/2011: Make contact with Will Shields to follow up on plans made during previous


64

Social Media

In February, May and August of 2011, as well as January of 2012, Cross-Lines will contact the following schools to post an ad for a semester-long, for-credit internship:

• Johnson County Community College • Kansas City Kansas Community College • Metropolitan Community College • Park University • Penn Valley Community College • Rockhurst University • University of Kansas • University of Missouri-Kansas City Cross-Lines will interview and hire an intern for each semester. One of the intern’s primary

responsibilities will be to manage Cross-Lines’ social media. The first intern will begin working in March, and all following interns will begin working at the beginning of each semester. The first intern will create a Twitter account, and all interns will manage it along with the existing Facebook account. Every Wednesday, the intern will update the Facebook and Twitter accounts with donating possibilities and upcoming events.

65

Schedule February 2011:

• 02/02/2011: Post job advertisement with Johnson County Community College, Kansas City Kansas Community College, Metropolitan Community College, Park University, Penn Valley Community College, Rockhurst University, University of Kansas, University of Missouri-Kansas City.

March 2011: • 03/02/2011: Update Facebook and Twitter accounts with new donating possibilities and

upcoming events. • 03/09/2011: Update Facebook and Twitter accounts with new donating possibilities and




upcoming events.

April 2011: • 04/06/2011: Update Facebook and Twitter accounts with new donating possibilities and




upcoming events.

May 2011: • 05/02/2011: Post job advertisement with Johnson County Community College, Kansas City

Kansas Community College, Metropolitan Community College, Park University, Penn Valley Community College, Rockhurst University, University of Kansas, University of Missouri-Kansas City

66

• 05/04/2011: Update Facebook and Twitter accounts with new donating possibilities and upcoming events.




June 2011: • 06/01/2011: Update Facebook and Twitter accounts with new donating possibilities and





upcoming events.

July 2011: • 06/06/2011: Update Facebook and Twitter accounts with new donating possibilities and




upcoming events.

August 2011: • 08/02/2011: Post job advertisement with Johnson County Community College, Kansas City


Schedule

67






September 2011: • 09/07/2011: Update Facebook and Twitter accounts with new donating possibilities and




upcoming events.

October 2011: • 10/05/2011: Update Facebook and Twitter accounts with new donating possibilities and




upcoming events.

November 2011: • 11/02/2011: Update Facebook and Twitter accounts with new donating possibilities and


upcoming events.

Schedule

68




December 2011: • 12/07/2011: Update Facebook and Twitter accounts with new donating possibilities and




upcoming events.

January 2012: • 01/02/2012: Post job advertisement with Johnson County Community College, Kansas City






Schedule

69

Print Advertising Cross-Lines will advertise in five print publications:

• KC Parent magazine • Ink magazine • Metro Voice News • The Independent magazine • Kansas City Royals playbills

Cross-Lines will use a mix of five print advertisements. Three are half-page, black-and-white advertisements that focus on defeating poverty as a team. One is a color advertisement utilizing the spokesperson, Will Shields. This advertisement will be used as both a full-page format and a quarter-page format. The last is a half-page, color advertisement that will be used in the Kansas City Royals playbills that are handed to visitors at the beginning of each home game. It features a call to action for readers to text to a number designated by mGive in order to donate $1 to Cross-Lines.

KC Parent Magazine [email protected] (913) 782-3238

KC Parent magazine reaches our target audience of mothers. Readers of KC Parent are highly educated women ages 25 to 45, the majority of which have household incomes of more than $75,000. More than half of its readers are college graduates. Ninety-one percent of its readers use advertisements to make purchasing decisions sometimes or frequently. KC Parent has 1,000 distribution locations and its circulation is approximately 40,000. It reaches 136,000 readers monthly in the Kansas City area. Cross-Lines will place four advertisements in KC Parent magazine:

• May – Children ad, half page, black and white • August – Will Shields ad, full page, color • November – Will Shields ad, full page, color • January – Poverty Awareness Month ad, half page, black and white

70

Ink Magazine [email protected] (816) 234-4586 Ink magazine reaches our target audience of young professionals. Readers are young professionals ages 21 to 34 in the Kansas City area. Most readers work in white-collar jobs, own homes and have household incomes of more than $50,000. Three out of fives readers are business professionals, and it has an even mix of male and female readers. Ink distributes 50,000 copies to 1,600 locations weekly throughout the Kansas City area. Cross-Lines will place four advertisements in Ink magazine:

• May – Soccer ad, half page, black and white • August – Will Shields ad, 1/4 page, color • November – Will Shields ad, full page, color • January – Poverty Awareness Month ad, half page, black and white

Metro Voice News [email protected] (816) 524-4522

Metro Voice News reaches our target audiences of faith-oriented individuals and mothers. Eighty-one percent of Metro Voice readers are married with children. Women make up 60 percent of its readership. The newspaper is distributed mainly to 1,100 area churches, so most of its readers are faith-oriented individuals. It is also available at more than 500 area libraries, coffee houses, universities, bookstores, retail stores and other locations. It has more than 40,000 readers in the Kansas City area. Cross-Lines will place four advertisements in Metro Voice News:

• May – Children ad, half page, black and white • August – Will Shields ad, 1/4 page, color • November – Will Shields ad, full page, color • January – Poverty Awareness Month ad, half page, black and white

Print Advertising

71

The Independent Mark Haas [email protected] (816) 471-2800 The Independent reaches our target audience of business people. Readers are supporters of the arts with average household incomes of more than $335,000. Eighty-nine percent of readers attend three or more charitable events a year. Seventy-six percent of readers attend philanthropic lunches and dinners, 75 percent attend galas and 67 percent attend auctions. Readership of The Independent is 27,725. It is published bi-weekly and is mailed to paid subscribers on Fridays and is available at select newsstands throughout the city. Cross-Lines will place four advertisements in The Independent:

• May – Will Shields ad, 1/4 page, color • August – Will Shields ad, 1/4 page, color • November – Will Shields ad, full page, color • January – Poverty Awareness Month ad, half page, black and white

Kansas City Royals Playbills Kevin Uhlich [email protected]

The Kansas City Royals playbills reach a diverse audience that includes all of our target audiences. The playbill will be given to 1.7 million people in 2011.

Cross-Lines will advertise for its text message donation system in playbills that are handed out at all Kansas City Royals home games, beginning on March 30, 2011 and ending on September 21, 2011.

Print Advertising

72

Schedule March 2011:

• 03/01/2011: Send "Print ad - Soccer" to Ink Magazine - 1/2 page B&W - [email protected], (816) 234-4586; Send "Print ad - Children" to Metro Voice News - 1/2 page B&W - [email protected], (816) 524-4522

• 03/31/2011: Royals playbill ad runs - distributed at game

April 2011: • 04/01/2011 – 04/03/2011: Royals playbill ad runs - distributed at game • 04/05/2011 – 04/06/2011: Royals playbill ad runs - distributed at game • 04/10/2011: Send "print ad - children" to KC Parent Magazine - 1/2 page B&W -

[email protected] • 04/14/2011 – 04/21/2011: Royals playbill ad runs - distributed at game • 04/27/2011: Send print ad - Will Shields to The Independent - 1/4 page Color –

[email protected] (Mark Haas) • 04/29/2011 – 04/30/2011: Royals playbill ad runs - distributed at game

May 2011:

• 05/01/2011: Royals playbill ad runs - distributed at game; "Print ad - Children" runs in KC Parent magazine and Metro Voice News - half page, black and white; "Print ad - Soccer" runs in Ink magazine - half page, black and white

• 05/03/2011 – 05/08/2011: Royals playbill ad runs - distributed at game • 05/14/2011: 1/4 color Will Shields ad runs in The Independent • 05/16/2011 – 05/22/2011: Royals playbill ad runs - distributed at game • 05/30/2011 – 05/31/2011: Royals playbill ad runs - distributed at game

June 2011:

• 06/01/2011: Send "print ad - Will Shields" to Ink magazine - 1/4 page, color - [email protected], (816) 234-458 and Metro Voice News - [email protected], (816) 524-4522

• 06/01/2011 – 06/09/2011: Royals playbill ad runs - distributed at game • 06/21/2011 – 06/26/2011: Royals playbill ad runs - distributed at game

July 2011:

• 07/07/2011 – 07/10/2011: Royals playbill ad runs - distributed at game

73

• 07/10/2011: Send "print ad - Will Shields" to KC Parent Magazine - one full page, Color - [email protected]


August 2011:

• 08/01/2011: "Print ad - Will Shields" runs in KC Parent magazine - full page, color; also runs in Ink magazine and Metro Voice News – 1/4 page, color

• 08/02/2011 – 08/07/2011: Royals playbill ad runs - distributed at game • 08/05/2011: Send "print ad - Will Shields" to The Independent - 1/4 page Color -

[email protected] (Mark Haas) • 08/15/2011 – 08/21/2011: Royals playbill ad runs - distributed at game • 08/20/2011: 1/4 Color Will Shield ad runs in The Independent

September 2011:

• 09/01/2011: "Send "Print ad - Will Shields" to Ink magazine - full page, color - [email protected], (816) 234-4586 and Metro Voice News - [email protected], (816) 524-4522

• 09/02/2011 – 09/04/2011: Royals playbill ad runs - distributed at game • 09/13/2011 – 09/18/2011: Royals playbill ad runs - distributed at game • 09/20/2011 – 09/21/2011: Royals playbill ad runs - distributed at game

October 2011:

• 10/07/2011: Send "print ad - Will Shields" to KC Parent Magazine - 1 full page color - [email protected]

November 2011: • 11/01/2011: "Print ad - Will Shields" runs in KC Parent magazine, Ink magazine and Metro

Voice News - full page, color; Send "print ad - Poverty Awareness Month" to Ink magazine - half page, black and white - [email protected], (816) 234-4586 and Metro Voice News - [email protected], (816) 524-4522

• 11/30/2011: Send "print ad - Will Shields" to The Independent - 1 full page color - [email protected] (Mark Haas)

Schedule

74

December 2011: • 12/8/2010: Send "print ad - Poverty Awareness Month" to KC Parent Magazine - 1/2 page

B&W - [email protected] • 12/17/2010: 1 full page color Will Shields ad runs in The Independent • 12/20/2010: Send "print ad - Poverty Awareness Month" to The Independent - 1/2 page

B&W - [email protected] (Mark Haas)

January 2012: • 01/01/2012: "Print ad - Poverty Awareness Month" runs in KC Parent magazine, Ink

magazine and Metro Voice News - half page, black and white • 01/08/2012: 1/2 page B&W poverty awareness month ad runs in The Independent

Schedule

75

Radio Advertising Cross-Lines will advertise on the following radio stations during the morning drive time:

• WOLF Radio • KUDL Radio • Vibe Radio

WOLF Radio Tim Robisch, Director of Sales [email protected] The radio station 106.5 The WOLF reaches our target audiences of the younger generation and women with children. The age of listeners ranges from 18 to 64. More than half of its listeners have children. Listeners spend more than $50 million a week. Our advertising message will reach them in short, limited commercial breaks, giving Cross-Lines a higher profile on the station. Country is the most popular genre of music in the United States. In Kansas City, country is the most popular genre, with 13.1 percent, followed by Rock and News Talk.

Cross-Lines will run 80 spots on WOLF Radio. It will air the Will Shields ad 60 times over the course of 12 weeks. This ad will air once per day on weekdays during the morning drive time, beginning on October 3, 2011 and ending on December 30, 2011. It will air the Poverty Awareness Month advertisement 20 times over the course of four weeks, beginning on January 2, 2012 and ending on January 27, 2012. KUDL Radio Page Olson, Director of Sales [email protected] (913) 744-3662

The radio station 98.1 KUDL attracts listeners who are women aged 25 to 64 years old with active and productive lifestyles. Forty percent of these women have children in the home. KUDL cares about the Kansas City community. KUDL has been recognized by the National Association of Broadcasters with three NAB Crystal Radio Awards for Community Service and received the prestigious Marconi Award for Large Market Station of the Year. KUDL is Kansas City’s Christmas music station. This will help seasonal advertisements around Christmas.

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Cross-Lines will run 40 spots on KUDL radio. It will run the Mom and Kids advertisement 20 times over the course of four weeks. This ad will air once per day on weekdays during the morning drive time, beginning on March 1, 2011 and ending on March 28, 2011. KUDL will also run the Poverty Awareness Month advertisement 20 times over the course of 4 weeks. This advertisement will air once per day on weekdays during the morning drive time, beginning January 2, 2012 and ending January 27, 2012.

Vibe Radio Donna Sokol [email protected]

The Vibe reaches our target demographics of the younger generation. Its audience of 390,100 listeners consists of adults’ aged 18 to 34, with an average listener age of 24. Women are 52 percent of the audience.

Cross-Lines will run 60 spots on Vibe Radio. It will air the Will Shields ad 60 times over the course of 12 weeks. This ad will air once per day on weekdays during the morning drive time, beginning on October 3, 2011 and ending on December 30, 2011.

Radio Advertising

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Schedule February 2011:

• 02/02/2011: Contact 98.1 KUDL to air "Radio ad - Mom and Kids ad." Ad will air weekdays during drive time in March - 20 spots - beginning March 1, 2011. KUDL contact information: Page Olson, Director of Sales, [email protected], (913) 744-3662

March 2011: • 03/01/2011 – 03/04/2011: "Radio ad - Mom and Kids ad" airs once during drive time on 98.1

KUDL • 03/07/2011 – 03/11/2011: "Radio ad - Mom and Kids ad" airs once during drive time on 98.1



KUDL • 03/28/2011: "Radio ad - Mom and Kids ad" airs once during drive time on 98.1 KUDL

September 2011:

• 09/01/2011: Contact 106.5 The WOLF and 95.7 The Vibe to air "Radio ad - Will Shields ad." Ad will air weekdays during drive time in October, November and December - 60 spots for each station - beginning October 3, 2011. WOLF contact information: Tim Robisch, Director of Sales, [email protected]. The Vibe contact information: Donna Sokol, [email protected]

October 2011: • 10/03/2011 – 10/07/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5

The WOLF and 95.7 The Vibe • 10/10/2011 – 10/14/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5



The WOLF and 95.7 The Vibe • 10/31/2011 - "Radio ad - Will Shields ad" airs once during drive time on 106.5 The WOLF and

95.7 The Vibe

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November 2011:

• 11/01/2011 – 11/04/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5 The WOLF and 95.7 The Vibe





December 2011: • 12/01/2011: Contact 106.5 The WOLF and 98.1 KUDL to air "Radio ad - Poverty Awareness

Month." Ad will air weekdays during drive time in January - 20 spots for each station - beginning January 2, 2012. WOLF contact information: Tim Robisch, Director of Sales, [email protected]. KUDL contact information: Page Olson, Director of Sales, [email protected], (913) 744-3662






January 2012: • 01/02/2012 – 01/06/2012: "Radio ad - Happy Poverty Awareness Month" airs once during

drive time on 106.5 The WOLF and 98.1 KUDL • 01/09/2012 – 01/13/2012: "Radio ad - Happy Poverty Awareness Month" airs once during



drive time on 106.5 The WOLF and 98.1 KUDL

Schedule

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Text Message Donations www.mgive.com (866) 720-3350

Cross-Lines will implement text message donations through the service mGive. mGive will provide a number for donors to text in order to make a donation of $1, which will be added to their cell phone bills. Cross-Lines will advertise for mobile giving in the Kansas City Royals playbooks that will be handed out at each home game.

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Schedule

February 2011: • 02/01/2011: Contact mGive to set up text message donation campaign - 9 months long.

(866) 720-3350

March 2011: • 03/31/2011: Royals playbill ad runs - distributed at game

April 2011:

• 04/01/2011 – 04/03/2011: Royals playbill ad runs - distributed at game • 04/05/2011 – 04/06/2011: Royals playbill ad runs - distributed at game • 04/14/2011 – 04/21/2011: Royals playbill ad runs - distributed at game • 04/29/2011 – 04/30/2011: Royals playbill ad runs - distributed at game

May 2011:

• 05/01/2011: Royals playbill ad runs - distributed at game • 05/03/2011 – 05/08/2011: Royals playbill ad runs - distributed at game • 05/16/2011 – 05/22/2011: Royals playbill ad runs - distributed at game • 05/30/2011 – 05/31/2011: Royals playbill ad runs - distributed at game

June 2011:


July 2011:

• 07/07/2011 – 07/10/2011: Royals playbill ad runs - distributed at game • 07/18/2011 – 07/20/2011: Royals playbill ad runs - distributed at game • 07/22/2011 – 07/24/2011: Royals playbill ad runs - distributed at game

August 2011:


September 2011: • 09/02/2011 – 09/04/2011: Royals playbill ad runs - distributed at game • 09/13/2011 – 09/18/2011: Royals playbill ad runs - distributed at game • 09/20/2011 – 09/21/2011: Royals playbill ad runs - distributed at game

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Timeline

82

February 2011

83

March 2011

84

April 2011

85

May 2011

86

June 2011

87

July 2011

88

August 2011

89

September 2011

90

October 2011

91

November 2011

92

December 2011

93

January 2011

94

Budget

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Evaluation Measures

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Evaluation Measures Objective 1: Current: Cross-Lines currently has no print advertisements, radio advertisements

or promotions running. Goal: Cross-Lines should place 16 print advertisements in local publications, 81

print advertisements in the Kansas City Royals playbill and 180 advertisements on local radio stations.

Measure of success: For this objective to be successful, Cross-Lines must see an increase in donors from all four target audiences by at least 50 percent by January 31, 2012.

Objective 2: Current: Cross-Lines currently has four ways to donate. These are in person, by mail, through the Internet and by phone.

Goal: Cross-Lines should increase ways to donate by one by implementing a text messaging campaign through mGive.

Measure of success: For this objective to be successful, Cross-Lines must receive text donations from more than 5,000 people by January 31, 2012.

Objective 3: Current: Cross-Lines does not have an internship position dedicated to assisting with the organization’s social media and communications.

Goal: Cross-Lines should create one communications internship position dedicated to operating and updating the organization’s social media accounts.

Measure of success: For this objective to be successful, Cross-Lines must have at least one intern per school semester who will update social media at least once per week. Cross-Lines’ Twitter and Facebook accounts must reach at least 1,000 followers. As a direct result of this, traffic to Cross-Lines’ website must increase by 50 percent by January 31, 2012.

Overall, this campaign will be considered successful if Cross-Lines receives an increase in donations of $200,000 or more by January 31, 2012.

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References

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References

(2010). Why corporate giving. Greater Kansas City Community Foundation, Retrieved September 27, 2010, from http://www.gkccf.org/corporate-giving.aspx?id=2344 (n.d.). Retrieved September 26, 2010 , from Hoovers: http://hoovers.com (n.d.). Retrieved September 23, 2010, from GlobalEDGE:

http://globaledge.msu.edu/industries/public-services/background (n.d.). Retrieved September 22, 2010, from Federal Budget Spending and the National Debt:

http://www.federalbudget.com/ (n.d.). Retrieved September 24, 2010, from Mid-America Regional Council: http://metrooutlook.org (n.d.). Retrieved September 24, 2010, from U.S. Census Bureau:

http://quickfacts.census.gov/qfd/states/20000.html (n.d.). Retrieved September 24, 2010, from CityData.com: http://www.citydata.com American Red Cross Greater Kansas City Chapter. (2010). Retrieved September 25, 2010 from American Red Cross Greater Kansas City Chapter: http://www.kcredcross.org/ Barbagallo, Paul. Donor Focus: Generation Y. (2005). Retrieved December 3, 2010, from HYPERLINK "http://www.fundraisingsuccessmag.com/article/feeling-echo-boom-32499/1" http://www.fundraisingsuccessmag.com/article/feeling-echo-boom-32499/1 Brooks, Arthur C. The Great Divide in American Giving. December 2006. 3 December 2010

<http://www.icnl.org/knowledge/ijnl/vol9iss1/special_2.htm>. Catholic Charities of Kansas City - St. Joseph Inc. (n.d.). Retrieved September 25, 2010 from

Catholic Charities of Kansas City - St. Joseph: http://www.catholiccharities-kcsj.org/

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Charitable Giving In 2010 Set To Remain Strong...And Mostly Female. 18 January 2010. 3 December 2010 <http://www.24-7pressrelease.com/press-release/charitable-giving-in-2010-set-to-remain-strongand-mostly-female-132796.php>.

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Cross-Lines Community Outreach, Inc. (n.d.). Retrieved September 25, 2010, from Cross-Lines

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organizations. Retrieved September 28, 2010, from http://www.fairtax.org/PDF/TheImpactOfTheFairTaxOnCharitableGiving.pdf

Fritz, Joanne. Charitable Giving by the Generations. (2010). Retrieved December 3, 2010, from HYPERLINK "http://nonprofit.about.com/od/fundraising/a/generationalgivingstudy.htm" http://nonprofit.about.com/od/fundraising/a/generationalgivingstudy.htm

Goodwill Industries. (2008-2009). Retrieved September 25, 2010 from Goodwill Industries Serving

Eastern Kansas & Western Missouri: www.mokangoodwill.org/ Greater Kansas City Community Foundation. (2010). Cross-Lines Community Outreach. Retrieved

September 25, 2010, from Greater Kansas City Community Foundation: http://gkccf.guidestar.org/NonprofitProfile.aspx?OrgId=1403

Habitat for Humanity Kansas City. (n.d.). Retrieved September 25, 2010 from Habitat for Humanity

Kansas City: http://www.habitatkc.org Harvesters - The Community Food Network. (2010). Retrieved September 25, 2010 from Harvesters:

http://www.harvesters.org/ How 503c Organization Works for Nonprofits. (2009). Retrieved September 24, 2010, from Small

Business Law Firms: http://www.smallbusinesslawfirms.com/resources/business/business-structures/503c-non-profit-organization.htm

References

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How to Read the IRS Form 990 & Find Out What it Means. (2006). Retrieved September 24, 2010, from Nonprofit Coordinating Committee of New York, Inc.: http://www.npccny.org/Form_990/990.htm

Lindbeck, R., & Swartwood, T. (2010, September 9). Cross-Lines Information. (Journalism 676 class, Interviewers).

Make-A-Wish Foundation. (2010). Retrieved September 25, 2010 from Make-A-Wish Foundation

Missouri Chapter: http://mo.wish.org/ Midwest Center for Nonprofit Leadership. (2009). The 2009 Kansas City Nonprofit Sector at a

Glance Report. Kansas City. Preston, C. (2010). Charities must find multiple ways to persuade people of different generations to

give, study finds. The chronicle of philanthropy, Retrieved from Http://philanthropy. Com/article/charities-must-find-multip/64673/

Philanthropy Trends Update. (2008). The Osborne Group, Inc. Retrieved December 3, 2010, from

HYPERLINK "http://www.theosbornegroup.com/corp/downloads/TOG_PhilTrends.pdf" http://www.theosbornegroup.com/corp/downloads/TOG_PhilTrends.pdf

Research: Giving Habits Of All “Gens” In Transition. (2010). The Non Profit Times. Retrieved

December 3, 2010, from HYPERLINK "http://www.nptimes.com/10June/news-100603-1.html" http://www.nptimes.com/10June/news-100603-1.html

Ronald McDonald House Charities. (2007). Retrieved September 25, 2010 from Ronald McDonald

House Charities Kansas City: http://www.rmhckc.org/ SRDS The Lifestyle Market Analyst. (2008). Des Plaines, IL: SRDS. Starting a Nonprofit Corporation. (2009). Retrieved September 24, 2010, from Form-A-Corp:

http://www.form-a-corp.com/non-profits_QA.php

The Center on Philanthropy at Indiana University. (2006). Charitable giving by marital status and income range. Retrieved September 28, 2010, from http://www.philanthropy.iupui.edu/premiumservices/demo/current_research_copps.html#

References

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The Center on Philanthropy at Indiana University. (2009). Giving in Kansas City. Retrieved September 27, 2010, from http://www.philanthropy.iupui.edu/research/docs/GivingInKansasCity_2009.pdf

The Salvation Army of the United States of America. (2000-2009). Retrieved September 25, 2010 from The Salvation Army: http://www.salvationarmyusa.org

USA Giving. (2009). Giving Statistics. National Park Service, Retrieved September 27, 2010, from http://www.nps.gov/partnerships/fundraising_individuals_statistics.htm

U.S. Bureau of Labor Statistics. (n.d.). Retrieved September 25, 2010 from Bureau of Labor Statistics:

http://bls.gov/ Women Give More to Charity than Men, New Study Shows . 21 October 2010. 3 December 2010

<http://www.philanthropy.iupui.edu/news/2010/10/pr-WomenGive2010.aspx>. Zillow. (2000). Kansas City Demographics. Retrieved September 27, 2010, from

http://www.zillow.com/local-info/MO-Kansas-City-people/r_18795/

References

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Documents

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crosslines advertising

kansas position

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charge of cross

senior specialty

kansas city chief

red communications