Media Kit

April 2015

Izabella Zucker
Espina - W - 12:20

Table of Contents
Memo .2
Fact Sheet: What is UGA Miracle? .........5
Fact Sheet: What is Childrens Healthcare of Atlanta? ...8
Backgrounder: A Walk Through 20 Years ...........11
Impact Statement: Why Our Funds Matter ..13
Persuasive Letter ............................................................15
Announcement News Release: Making the Miracle ..........17
Media List .......................................................................20
Feature Story: Giving Normal Back ....23
Social Media Promotion Copy 26

To: UGA Miracle Public Relations Chair

From: Izabella Zucker
Date: April 27, 2015
Subject: UGA Miracle Media Kit
The media kit for UGA Miracle will focus on the year-long recruitment efforts of the
organization. The core aims of this campaign are to expand upon UGA Miracles wellknown reputation on campus, break from the stereotype of a large organization that
only caters to Greeks, and to ensure that every potential member feels as valued as
they truly are.
Goal: Strengthen UGA Miracles reputation as the best philanthropy on campus.
Objective: To increase number of participants enrolled in the new member
Making the Miracle program by 75 percent (compare numbers in September
2015 to September 2014).
Goal: Reposition UGA Miracle as inclusive, rather than exclusively for Greek life
students.
Objective: To increase registration among non-Greek life students by 35 percent
(compare numbers in February 2016 to February 2015).
Goal: Empower every member of UGA Miracle to reach his or her fullest potential.
Objective: To challenge every member to exceed his or her fundraising goal by
25 percent by the end of Dance Marathon 2016.
To accomplish these goals, the follow key messages will be embedded throughout the
entire media kit:
1.
2.
3.
4.

UGA Miracle treats you as more than a number.

You will become family as a part of UGA Miracle.
You will positively impact a childs life through UGA Miracle.
Youll never have more fun reaching your fullest potential.

-more-

Each piece of the media kit will showcase at least one of these key messages and
contribute to the realization of the aforementioned goals.

Fact Sheet 1: What is UGA Miracle?

o All key messages
o This will work to erode the exclusivity stigma that is attached to UGA
Miracles name by detailing what the organization is truly about. It will
also bolster UGA Miracles reputation.

Fact Sheet 2: What is Childrens Healthcare of Atlanta?

o Key message 3 and 4
o This will allow audiences to learn more about the cause and make
relevant personal connections to the hospitals that UGA Miracle benefits,
thus deepening their connection to the organization.
Backgrounder: A Walk Through 20 Years
o Key message 1, 2 and 4
o UGA Miracle just celebrated its 20th year on campus. This piece will
highlight the historic accomplishments of the organization and will ensure
that UGA Miracle is even more reputable and respected.
Impact Statement: Why Our Funds Matter
o Key message 3
o This piece will detail the specific equipment and medical services that
UGA Miracles funds have provided over the years. The statistics will
shine in this piece and motivate members to give their all to the cause.
Persuasive Letter: Its Possible, With You
o Key message 3 and 4
o This message will aim to ignite the potential within UGA Miracles
members and empower them to exceed their set fundraising goals. This
will unify the organization.
Announcement News Release: Making the Miracle
o All key messages
o This will inform audiences of UGA Miracles specialized program for new
members. The Making the Miracle program aims to accomplish all three
outlined goals.

-more-

Media List
o Key message 1, 2 and 4
o The strategic targeting to specific media outlets will ensure that UGA
Miracles recruitment efforts are spread through the most influential and
appropriate channels.
Feature Newsletter Story: You Give Kids Normal Back
o Key message 3
o This piece will showcase the Ritter familys story. Thompson Ritter, 18,
has spent months at Childrens Healthcare of Atlanta and has been a
Miracle child for several years. Ritters story is one that resonates with a
wide audience and will contribute to the realization of all three goals.
Anyone can buy into the cause when it benefits families like Thompsons.
Social Media Promotion Copy
o All key messages
o This week of Facebook posts will be implemented in the high-energy
awareness week leading up to the first Making the Miracle session.

The media kit will educate new and potential members of UGA Miracle and engage
them in the cause, Childrens Healthcare of Atlanta. It will echo UGA Miracles core
values of compassion, integrity, excellence and fun.
I look forward to making 2015-2016 UGA Miracles most successful year to date!
Sincerely,

Izabella Zucker
izucker@uga.edu

###

Fact Sheet

What is UGA Miracle?

By definition, UGA Miracle is a student-run nonprofit organization that benefits
Childrens Healthcare of Atlanta, a branch of Childrens Miracle Network Hospitals
nationwide. It serves as the official philanthropy for Greek life at the University of
Georgia. What is really is, is a family.
UGA Miracle operates as a family in the way that it returns normal and happiness
back to families who may not always have it. In the way that it provides a loving and
empowering community to every single member. In the way that it unites the campus
toward its cause. In the way that it serves a greater purpose together than it ever could
alone. This organization is nothing without the family that lives throughout its entirety.
History: Since 1995, UGA Miracle has donated $4.7 million to CHOA and consistently
exceeded expectations for what a group of college students can accomplish for their
community. In 2008, the organization changed its name from Dance Marathon at
UGA to UGA Miracle, catalyzing a successful campus re-brand. In the last three
years, UGA has experienced exponential financial growth, raising more than $346,000
in 2013, $507,000 in 2014, and $683,000 this past February. Membership has steadily
increased each year, climbing to more than 1,600 members this past year.
Mission: The mission of UGA Miracle unifies the organization and guides every goal,
decision and action. It keeps every member focused on its true purpose saving kids
lives and impacting the community. Three pillars uphold its mission:

To Champion Our Families: Each year, UGA Miracle sponsors more than 60
families who have fought, or are still fighting, life-threatening battles at
Childrens Healthcare of Atlanta. UGA Miracle is dedicated to serving these
families through unyielding compassion, support and encouragement.

To Support Our Hospital: Financially, UGA Miracles funds benefit the

Comprehensive Inpatient Rehabilitation Unit at Scottish Rite Hospital of CHOA.
Furthermore, the organization provides emotional support to the patients and
staff of the CIRU through weekly visits.
-more-

To Engage Our Campus: Relationships power the organization. UGA Miracle

provides meaningful experiences and friendships to every student, faculty
member and local businessperson, so that it may empower its community
toward a common cause.

Values: The values of UGA Miracle serve as the foundation of the organizations
unique culture. They provide the depth, the how, to the mission statement. They
center and ground every member.

Compassion: We are an organization rooted in selflessness. We serve others

with the utmost love and understanding.

Excellence: We reject complacency. We work with passion or not at all. We

dream big, mobilize our vision, and exceed expectations.

Integrity: We do what is right, not what is easy. We operate byway of honesty,

transparency and authenticity. We reflect CHOA and the University of Georgia
with the utmost positive image.

Fun: We make history and we have an absolute blast doing it. Our time together
as an organization is spent enjoying one anothers company and harvesting the
joy that comes with working toward a common cause.

Dance Marathon: Dance Marathon, a 24-hour event held at the Tate Student Center
each February, serves as the annual capstone event that celebrates the organizations
efforts to support CHOA. During this dynamic event, attendees hear Miracle families
share their stories on stage, enjoy performance acts, group activities (like running on
the field in Sanford Stadium!) and participate in fundraising challenges.
Opportunities for Student Involvement: UGA Miracle offers a variety of ways to get
involved that meet every students desired level of commitment. Theres a home for
everyone in the UGA Miracle family.

Making the Miracle: This specialized program is designed for new members of
the organization. This weekly program educates, excites and empowers our
members while they find their niche within our organization.
-more-

Miracle Maker: This capacity offers the most flexibility. Members may come to
as many or as few events as theyd like and have a fundraising goal of $300.

Committee Member: UGA Miracle offers 11 committees that entail a wide range
of responsibilities. These members have an increased level of leadership and
commitment and a fundraising goal of $400.

Committee Lead: This unique position works closely with the Executive Board to
be influential in the tone and activities of their committees. These tirelessly
passionate members have a fundraising goal of $500.

Color Group Captain: Captains work with the Campus Relations team to engage
and equip Miracle Makers to know more fully what UGA Miracle is as an
organization and a family. Their fundraising goal is $750.

Executive Board: The highest level of commitment, Executive Board members

devote their all to this cause. Organizational strategies are planned, developed
and mobilized from this position to provide an unforgettable experience for
every member of the organization. Board members have a minimum fundraising
goal of $1,000.

Contact:
Executive Director, Izabella Zucker- izabellazucker@gmail.com
Public Relations Chair, Emily Giglio- emily.giglio17@gmail.com
ugamiracle@gmail.com
153 Tate Student Center
Athens, GA 30602
UGA Miracle is a 501(c)(3) qualified organization.

###

Fact Sheet

What is Childrens Healthcare of Atlanta?

Childrens Healthcare Atlanta, a network of nonprofit childrens medical facilities, is
the largest pediatric healthcare provider in the state of Georgia and one of the largest
clinical care providers in the country. It is also the largest Medicaid provider in the
state, with more than 55 percent of its patients Medicaid-insured. CHOAs patients
range from pre-mature infants through 21-year olds, treating everything from broken
bones to complex cancers to life threatening heart conditions. Not once has CHOA
turned a patient away due a familys inability to pay and every child receives the same
quality of care. In fact, they dont even ask for paperwork until the patient has seen a
doctor and been treated. CHOA holds a strong passion to ensure that all children and
their entire family have access to the specialized care they need.
History: In 1915, CHOA began with 20 hospital beds in two cottages in Decatur,
Georgia. In 1998, Egleston Childrens Healthcare System and Scottish Rite Medical
Center merged to form Childrens Healthcare of Atlanta with a single priority of familycentered care. In 1999, Hope and Will, the colorful boy and girl logo, came to life as a
representation of the hopeful attitude and strong will of the entire CHOA family. In
2006, CHOA adopted Hughes Spalding Childrens Hospital. Now, one century later,
CHOA services three outstanding hospitals, 20 neighborhood locations and more than
850,000 patient visits per year.
Mission: To make kids better today and healthier tomorrow.
Vision: Best carehealthier kids.
Values: Care about people, passionate about kids, dedicated to better.
Locations: Childrens Healthcare of Atlanta offers facilities across the state of Georgia.
It services three main hospitals: Childrens at Egleston, Childrens at Scottish Rite and
Childrens at Hughes Spalding. It also maintains more than 20 neighborhood locations
throughout metro Atlanta to make their services more convenient for families. These
facilities include the Marcus Autism Center, five Urgent Care centers and facilities that
offer primary care, sports medicine, rehabilitation and surgical services.

-more-

Comprehensive Inpatient Rehabilitation Unit: The CIRU at Scottish Rite Hospital

addresses patients needs after traumatic and life-altering injury or illness and is one of
the largest inpatient rehabilitation facilities in the country with 28 staffed beds. Patients
recover from a variety of issues such as brain injuries, spinal cord injuries, cardiac
complications, burns and more.
Services include physical and occupational therapy, speech-language pathology,
audiology, physiatry, music therapy, advanced
technology and robotic rehabilitation, adaptive sports, vocational rehabilitation,
counseling and more.
Employees: 8,700+
Volunteers: 6,500+
Physicians: 1,800
Patients: 365,000+ from all 159 counties in Georgia and beyond
Patient visits: 877,000+
Emergency department visits: 220,000+
Staffed beds: 532
Active Research Studies: 7,000 in 28 specialty areas
Community benefit: $146 million in 2014
Cost to operate CHOA per day: $2.5 million
Key Executives:
Donna Hyland, President and CEO of CHOA
Ruth Fowler, CFO
Allana Cummings, CIO
Patrick Frias, COO

-more-

Contact:
Childrens at Egleston
404-785-6000
1405 Clifton Road NE
Atlanta, GA 30322
Childrens at Scottish Rite
404-785-5252
1001 Johnson Ferry Road NE
Atlanta, GA 30342
Childrens at Hughes Spalding
404-785-9500
35 Jesse Hill Jr. Drive SE
Atlanta, GA 30303
Childrens Office Park
404-785-4483
1600 Tullie Circle NE
Atlanta, GA 30329

###

Backgrounder

A Walk Through 20 Years

Since its inaugural year on campus in 1995, UGA Miracle has been shaping the
Athens and surrounding communities through its tireless and passionate pursuit to
serve Childrens Healthcare of Atlanta. While our numbers and reach have grown, we
remain true to whom we are a family that provides a loving and empowering
community to every member. We empower the dreamers and equip the doers to make
the most of their college experience by positively impacting the life of a child.
The Early Years
In the spring of 1995, Childrens Miracle Network Hospitals approached the
University of Georgias Greek Life Office to establish a Dance Marathon program at the
school. In its inaugural year, Dance Marathon at UGA raised more than $20,000 with
less than 300 members. By 1998, the organization climbed to a fundraising total of
more than $55,000. Just one year later, the group hit six figures and raised $100,000.
Rising Success
The rapid growth continued for the next two years, with Dance Marathon at UGA
breaking $150,000 in 2001. In 2002, the organization won the Student Organization
Achievement and Recognition Award for Outstanding Campus Event for its outstanding
Dance Marathon. Just two years later, the group broke $200,000 and brought home its
second Outstanding Campus Event award. By 2006, Dance Marathon at UGA broke
$250,000 and received its first Organization of the Year Award. At the national Dance
Marathon Leadership Conference that summer, Dance Marathon at UGA was
nationally recognized for its exceptional letter writing campaign. The momentum
continued to shatter records year after year and saw the organization break $300,000
by 2007.
New Name, Same Cause
By 2008, the organization had outgrown its name and began the search for a more
all-encompassing title. Thus, UGA Miracle was born. The re-brand sought to expand
the organizations horizon and others perceptions beyond just Dance Marathon. At
this point in its history, UGA Miracle officially championed 28 Miracle families and
moved its operations to UGAs new Tate Student Center.

-more-

Even amidst the nations severe economic crisis, a new financial reporting system
and thus, a reduced fundraising total, the group brought home two more Organization
of the Year awards in 2010 and 2011.This widespread success solidified the strength
of the Miracle family and its commitment to operating as more than just a number. At
this time of maturity, the Miracle family grew to more than 1,000 members.
Upward and Onward
The financial spark was re-ignited in 2012 when the fundraising total jumped
$100,000 to more than $321,000. Alumni became a priority with the establishment of
the Alumni Connection, extending the Miracle family long past graduation. The national
recognition continued as the group took home two awards at DMLC for most improved
Dance Marathon and best website, also winning Outstanding Service to the
Community at UGAs SOAR awards. In 2013 the organization had grown to champion
40 Miracle families, more than 1,200 members, and received two more national awards
at DMLC. The following year saw unprecedented growth a whopping $507,000
fundraising total. The fall of 2014 invited large institutional change with the
establishment of Making the Miracle, an educational program for new members. The
combination of this innovative program, 64 Miracle families, and more than 1,600
members led the organization to its highest fundraising total yet $683,000 raised by
February 2015.
After 20 years, UGA Miracle has proudly spent 500 hours at Dance Marathon and
raised more than $4.7 million for Childrens Healthcare of Atlanta. No other student
organization at UGA holds such an impressive record.
Looking Forward
Now embarking on its 21st year on campus, UGA Miracle holds a wealth of
accomplishments to be proud of, but even more to look forward to. A specialized
program for underclassmen is underway, record high goals have been set, and a
national re-brand has sparked a new era for the organization. Through it all, the
mission and values of the organization remain true. Whether unified as 16 or unified as
1,6000, our commitment to CHOA, our families and one another stands unfaltering. As
our numbers rise, so do others expectations and we are more equipped than ever to
exceed them.

###

Impact Statement

Why Our Funds Matter

The Issue
Children are different than adults. They need specialized care, adapted
technologies and modified medicines. They require specially trained doctors, nurses,
counselors a full team who can understand their perspective and empathize with the
entire family. Every child deserves this specialized, equal treatment no matter what.
Childrens Healthcare of Atlanta provides quality care to every single patient who walks
through their doors, regardless of a familys financial circumstance. To provide such a
service, Childrens relies heavily on donations to sustain their operations and continue
saving kids lives.
While Childrens provides exceptional service throughout the entire span of a
childs medical treatment, not every family returns back to a 100 percent normal daily
life. Their lives may be riddled with lingering medical conditions, deficiencies or
therapies. UGA Miracle expands CHOAs care by partnering with families long past
doctors visits. UGA Miracle is committed not only to every hospital admission, but to
every soccer game, swim meet and birthday party for years to come.
The Action
Over the years, UGA Miracle has had the privilege of working tirelessly to serve the
Comprehensive Inpatient Rehabilitation Unit of CHOA and ensuring that its patients
receive the highest quality of care possible. Foremost, UGA Miracle is a fundraising
organization. We fundraise on a variety of platforms, but focus mostly on individual
members fundraising totals. Depending on the level of involvement, individuals set
personal fundraising goals and are constantly challenged and encouraged to exceed
them. Nearly 75 percent of our grand fundraising total is raised by individual members.
In February 2015, the median committee members fundraising total was $550, our
highest record yet. Significant fundraising efforts are made through our special events,
which include a fall benefit concert at the Georgia Theatre, a tour of sorority and
fraternity homes down Milledge Avenue, a 5k race through campus and more. This
past year, UGA Miracles special events raised more than $30,000. UGA Miracle also
pursues corporate sponsorships and fundraisers with local high schools located in the
Athens and Atlanta areas, which brought in an impressive $35,000 this past year. In
total, UGA Miracle raised more than $683,000 a record-breaking total for CHOA
during the 2014-2015 school year.
-more-

While its financial track record is impressive, UGA Miracle believes in more than
just a number. We support our hospital not just financially, but by spreading awareness
for the medical services of CHOA throughout our entire campus. We support our
hospital by proliferating joy and positivity to its patients and staff each time we visit the
hospital. We support our cause by adopting Miracle families as our own, giving up our
Friday and Saturday nights to attend birthday parties and school plays not because
we have to, but because we want to.
The Impact
UGA Miracle has provided countless enhancements to the CIRU at Scottish Rite
and beyond. Our impact has grown so significantly that Childrens now factors in UGA
Miracles donations into their annual budget. They hold so much confidence in this
group of college students that they comfortably rely on our funds to run their hospital.
Thanks to this years efforts, UGA Miracle has proudly provided the CIRU with a
new addition to its fleet of medical transport vans, which provide safe, comfortable
transit for its patients. Patient rooms now feature state-of-the-art lift systems above
patients beds that allow for more comfortable transitions in and out of bed. Our funds
support CHOAs annual Rehab Reunion, where past and current patients of the CIRU
gather in the fall to celebrate all they have accomplished in their recovery. Our efforts
also fund Camp Crazy Legs, an overnight summer camp for children with Spina Bifida.
In addition to impacting our generation of children and teens, UGA Miracle impacts
future generations of doctors. Our funds support CHOAs Physiatry Fellowship, a
training program for rehabilitation physicians. This rare program relies on our abundant
support, as there are less than 150 pediatric rehabilitation physicians in the country.
Childrens Healthcare of Atlanta estimates that it costs approximately $25,000 to
save a childs life. This means that in its 20 years of existence and $4.7 million raised,
UGA Miracle has saved 188 childrens lives.
There is no ceiling on our potential as an organization, and thus no limit to what we
can achieve for our cause. With a passion as fervent as ours, the miracles are simply
limitless.

###

Persuasive Letter
Dear Miracle Maker,
Right now, theres a world waiting to tell you that you cant. Youve got cerebral palsy
so you cant play soccer. Youve got Downs syndrome so you cant be a model.
Youre just a college student, you cant make that big of an impact.
Today, I invite you to make a lifelong promise to yourself: never accept another I
cant. Know in every fiber of your being that you not only can, but you are. You are
enough. You are capable. You will exceed any expectation cast upon you.
Simply by joining UGA Miracle, youve already taken a monumental leap toward
something big. Its bigger than you and its bigger than this campus. By joining this
family, you are bettering anothers. Childhoods have been restored because of you.
Many point to you, me and the organization we serve and tell us that we cant. We
cant possibly beat last years fundraising total of $683,000. We certainly cant do so in
less than one year. What were trying to achieve is what many label impossible.
Im here to tell you that it is. That we can. That we are. But none of this can be
accomplished alone. UGA Miracle needs you now more than ever. We need your
tenacity, your passion, your selfless drive.
Today, I invite you to accept this challenge: reexamine your fundraising goal and raise
it until you almost think, I cant. Raise it to the point where others vocalize their
skepticism. Let your dreams trigger their doubts. Most of all let your conviction topple
their disbelief.
Raising your fundraising total has never been easier. UGA Miracle boasts an
unwavering support system ready to equip you with the tools you need and the
encouragement you deserve. The best part is, you can start right now. That cup of
coffee you bought at Jittery Joes this morning? Brew a cup at home and donate that
$3 to your (or a friends) total. That Friday night you spent with Netflix? Spend it
downtown canning with a group of friends. Heck, put down this letter, pick up the
phone and call your parents to tell them how youre so passionate about our cause
that you just upped your fundraising goal. Theyll be too proud to keep their
checkbooks to themselves.
-more-

We are the only ones who can limit our potential. Were also the only ones who can
unleash it. For a more thorough fundraising guide, visit
www.ugamiracle.org/fundraising.
Were not guaranteeing that fundraising will be easy. Nothing worthwhile ever is. But
can you imagine a world where everyone accepts whats easiest? Whats expected?
Could you imagine a hospital where doctors tell their patients that theyre hopeless?
That their illnesses define their capabilities? That they just simplycant?
Whats worse than saying those words is believing them. If at any moment you begin to
feel that you cant, that the expectations are beyond your reach, take a step back and
remember what youre a part of. Youre a part of an organization that returns
childhoods back to families, that dreams boldly, that constantly redefines what is
possible from a group of college students.
You, right now, are shaping a world that may never again tell a child, You cant. What
greater purpose exists than that?
For the Kids,

Izabella Zucker
Executive Director, UGA Miracle
ugamiracle@gmail.com

UGA Miracle
Benefitting Childrens Healthcare of Atlanta
153 Tate Student Center Athens, Georgia 30602
NEWS RELEASE
FOR IMMEDIATE RELEASE
April 27, 2015

Contact: Emily Giglio

Public Relations Chair, UGA Miracle
706-206-8708
emily.giglio17@gmail.com

UGA Miracle unveils new and improved Making the Miracle

ATHENS, Ga. The future has never looked brighter for prospective members of UGA
Miracle1. Earlier this week, the organization unveiled plans for its sophomore year of
Making the Miracle2, a new member educational program set to begin early next fall.
UGA Miracle genuinely wants what is best for every student at the University of
Georgia, whether they find their home in the Miracle family or anothers. Making the
Miracle is a byproduct of such intent.
The three-week program grants students the opportunity to test drive being a
member of UGA Miracle before fully committing. They gain an in-depth, holistic look at
the organization what it is, what it does and how it does it before theyre even asked
to pay the $20 membership fee. It is UGA Miracles vision that every member who
completes the program finds his or her niche within the organization. No other group
on campus provides such a welcoming, non-committal environment for new members.

-more-

Last year, we took a leap of faith implementing this brand new program, said
Ryan Garrahan, co-founder of Making the Miracle. We were blown away by the
volume and positive reception.
This years Making the Miracle promises an improved, more all-encompassing
experience. New members can look forward to connecting with Miracle families and
Childrens Healthcare of Atlanta3 staff, while also networking with Athens business
professionals and UGA faculty.
Members will learn practical skills and gain valuable leadership development that
they can apply both within and beyond Miracle.
In addition an enhanced curriculum, the new program offers some major structural
changes for the organization moving forward.
Wed like to extend the program to last not just three weeks, but all the way up to
Dance Marathon, said Alex Reinecke, Director of Making the Miracle. Our members
are the most excited and engaged when theyre in this program. Itd be a disservice to
them to cut it short.
In the past, new members have faced two choices for involvement: apply for a
committee or remain a Miracle Maker. Due to increased competitiveness and higher
retention rates, fewer and fewer new members receive the opportunity to serve on a
committee as an underclassman. For years, this meant hundreds of members with
enormous motivation but no outlet to unleash it.

-more-

That changes this year. Finally, members seeking to learn, give and do more can
enjoy an institution where their passions and abilities will flourish. After the initial three
weeks, members can choose to further their involvement by applying for a committee
or continuing with weekly Making the Miracle sessions. They can also choose to
remain a Miracle Maker, the least intensive and most flexible level of involvement.
Prospective members can mark their calendars for Sept. 9 at 6:30 p.m., the debut
session of Making the Miracle. Until then, learn more about the program by visiting
www.ugamiracle.org/makingthemiracle.

Appendix:
1- www.ugamiracle.org
2- www.ugamiracle/org/makingthemiracle
3- http://www.choa.org

###

Media List
UGA Miracles goals of strengthening its brand recognition and reputation,
diversifying its recruitment efforts and empowering its members are all accomplished
on campus. Thus, the campaigns messages are best proliferated to a variety of
student organizations through campus and local media outlets.
Publication
The Chapel Bell

Category
Newsletter

Contact Name
Jessie Blaeser

Contact Info
jblaeser@uga.edu
770-455-2345

Grady Newsource

Digital News

Kynlea Brantley

Broadcast
The Red & Black

Newspaper

brantleyk@uga.edu
678-443-1097

Nicole Hartin

nicole.hartin@gmail.com
706-356-8923

UGA Today

Online newspaper

Stan Jackson

sjackson3@gmail.com
706-878-4434

UGA Alumni

Blog

Meredith Johnson

Association

mgurley@uga.edu
Johnson: 404-814-8820
Office: 706-542-2251

Why The Chapel Bell?

TCB is a positive press publication at UGA. Its mission is to
create and distribute a campus-wide publication that inspires
students toward action and promotes positive ideas on
campus and beyond. By focusing on the accomplishments of
students, faculty and community leaders, TCBs content
empowers students to reach their full potential and enact
positive change. Its mission aligns seamlessly with the
mission of UGA Miracles campaign.
Why Jessie? Jessie covered Dance Marathon in February 2014 and already has
established connections to our cause. Continual pieces on UGA Miracle could serve as
a progress report, an ongoing series that follows our journey as an organization year
after year.

-more-

Why Grady Newsource?

Grady Newsource is a student news organization within
Grady College. As a fellow student organization on campus,
coverage of UGA Miracle would further UGA Miracles
mission of engaging the campus by creating a mutually
beneficial relationship. Grady Newsource reports across the
state of Georgia, but devotes a specific segment to UGA
News.
Why Kynlea Brantley?
Kynlea reported on Dance Marathon this past February, a piece that Grady Newsource
featured as a top story. The article covered Dance Marathon and several Miracle family
stories.

Why The Red & Black?

The Red & Black is an independent nonprofit
organization and circulates the largest college
newspaper in Georgia. It allots a specific
segment to student organizations on UGAs
campus.
Why Nicole Hartin?
Nicole covered Dance Marathon 2015 at the end of February. For years, The Red &
Black has published UGA Miracles progress as an organization. The organizations
long-standing relationship is an asset to UGA Miracle as it expands its reach across
campus.

Why UGA Today?

UGA Today is a publication on behalf of the
Public Affairs News Service Office of UGA. It
devotes specific attention to university events,
honors and awards, and UGA news. Its content reaches students and faculty through
its website, www.news.uga.edu, and through UGA Student Affairs website and email
listserv.
-more-

Why Stan Jackson?

Stan covered UGA Miracles most recent year of accomplishments in late February. He
also covered the Student Organization Achievement and Recognition Awards, where
UGA Miracle received an award for best organizational collaboration.

Why the UGA Alumni Association?

The UGA Alumni Association supports the
academic excellence, best interests and traditions
of the university and its more than 283,000 alumni
worldwide. While the blog spotlights the successes
of alumni beyond UGA, it also highlights major
accomplishments and changes happening at the
university. Alumni of not only UGA but of UGA
Miracle would benefit from knowing how the
organization has grown and shaped their campus.
Why Meredith Johnson?
The UGA Alumni Association has never published a blog post about UGA Miracle.
Meredith Johnson currently serves as the Executive Director of the UGA Alumni
Association and could direct UGA Miracles public relations team to a more specific
contact. This untapped outlet will enhance UGA Miracles reputation as a successful
and established organization. Reading about the organizations impressive and historic
accomplishments would evoke pride from any UGA alumnus. A relationship with the
UGA Alumni Association would add a new dimension to UGA Miracles mission of
engaging the campus.

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Feature

Giving Normal Back

As a quad-sport high school athlete, Thompson
Ritter understood the word routine. Alarm clock.
Practice. School bus. Class. Practice. Homework.
Repeat. When it came time for his annual physical, the
routine shifted when doctors diagnosed him with
scoliosis.
This minor setback didnt keep Thompson out of
the game. Sports were his ultimate motivation, and
nothing could knock him off the pitchers mound.
But then the pain got worse.
Thompsons parents brought him to the doctors at Childrens at Scottish Rite in
November 2010.
The pain he felt was out of proportion to what we typically see with scoliosis, said
Dennis P. Devito, M.D., Pediatric Orthopaedic Surgeon. The pain Thompson was
experiencing was a red flag.
An MRI revealed a massive tumor more than 12 inches along Thompsons spinal
cord. He was immediately admitted to Scottish Rite where Dr. Barun Brahma
performed a nine-hour surgery to remove 90 percent of the tumor. Due to the tumors
colossal size, the surgerys risk lied in the potential neurological problems that could
be caused by damage during the operation.
-more-

When he woke up, Thompson temporarily lost feeling in his right leg and was
unable to walk. Doctors told Thompson that he would eventually regain his ability after
many weeks of intensive therapy.
Seven days later, Thompson walked out of the hospital.
He played baseball that spring.
The first time that I walked I only took three, four or give steps, but to them, and to
me, that was a big accomplishment, said Thompson of his initial recovery.
Thompson underwent an additional corrective surgery one year later and once
again returned to the diamond that spring. It wasnt until two years later, in May of
2013, that he faced another strike.
Another MRI revealed what no one wanted to see the tumor had grown back to its
original size. Dr. Brahma performed two intensive surgeries, just four days apart, to
successfully remove the entire tumor.
They had done their job with the surgery, said Thompson. And it was time for
me to do my job.
Following surgery, Thompson spent a month in the Comprehensive Rehabilitation
Unit of Scottish Rite, completing hours of physical therapy a day.
Every day I wanted to go to rehab. Physical therapy was my way to play in the
hospital, said Thompson.
They work miracles up there on that third floor, said Jennifer Ritter, Thompsons
mother.
-more-

It was on that third floor where Thompson first learned of UGA Miracle, the largest
annual donor to the CIRU. Jennifer contacted UGA Miracle about how to get involved
and the entire Ritter family soon became a part of the organization.
Today, you can find Thompson on the track, on the course, on the free throw line
and of course, on the pitchers mound. You can also find him and his family at every
single UGA Miracle event.
I think of UGA as my home because of UGA Miracle, said Thompson, who is
awaiting his decision from UGA admissions. The CIRU gave so much to me. I want to
help kids get back to the things they love.
Thompson plans to return to CHOA, but this time, he wont be a patient. His
experiences at the hospital have influenced him to pursue a career as a physicians
assistant in pediatric sports medicine.
For now, Thompson enjoys life as the starting left-handed pitcher for George
Walton Academys varsity baseball team. Hes back on the diamond and back in the
routine.
Thompsons father, Charles, puts it best.
You [UGA Miracle] give families normal back. To a family with a story like ours,
normal is nothing less than extraordinary.

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Social Media Promotion Copy

Social media remains a highly valuable tool for reaching the market of college
students. UGA Miracle plans to ignite campus via social media in order to:
Spread awareness for UGA Miracle and its Making the Miracle program
Prompt action to attend a Making the Miracle session
The week leading up to the first Making the Miracle session will feature a daily
Facebook post that stirs excitement for the years new and improved program. The
first session will take place on a Wednesday, so the campaign will begin on a
Wednesday.

Wednesday

Were officially one week away from Making the Miracle! We cant wait to
meet each of you, and neither can our top-secret guest speaker. Guess
who?
*This post generates buzz for Making the Miracle by hinting that an important guest
speaker will be in attendance. This message originates via social media but
reverberates via word of mouth. The post will feature a link to the Making the Miracle
event page where followers can read more detailed, in-depth information about the
program.
Thursday

#TBT to when Making the Miracle wasnt a thing. Say what? Check out our
latest blog post and read why alum Jenny Grifenhagen wishes she was in
your shoes. *Hint: She didnt have Making the Miracle.
(link to blog post www.ugamiracle.org/blog)
*This post attracts Web traffic to the UGA Miracle blog, increasing followers
knowledge of the organization. It also promotes Making the Miracle in a trustworthy,
third-party form.
-more-

Friday

Fun fact: Childrens Healthcare of Atlanta estimates that it costs $25,000

to save a childs life. That means in our 20 years on campus, weve saved
188 childrens lives. Talk about weekend inspiration!
*This post utilizes simple and powerful numbers to demonstrate the magnitude of UGA
Miracle. Its aim to is reassure current and prospective members that this cause is
worthy of their dedication. A fun fact seemed appropriate for a Friday, as students
have checked out for the weekend and dont want to be reminded of events coming up
the next week.
Saturday

Its Saturday in Athens! Be sure to stop by our tailgate in front of the

Student Learning Center and hang out with our precious families!
#GoDawgs #GoKids

*Saturdays are slow for social media, especially in a college town during football
season. This simple post offers subtle brand awareness by inviting followers to a
casual tailgate before the days game.

-more-

Sunday

Its Sunday fun day in the Miracle office! Our program directors are hard at
work preparing for an epic first Making the Miracle session. What do you
most want to see at Wednesdays meeting?

*Social media tracking evidence proves that Sunday evenings are an opportune time to
remind college students of the weeks upcoming events. This post takes advantage of
such timing and actively engages the follower by asking them what theyre looking for
out of their experience with Making the Miracle.
Monday

Were proud to support Childrens Healthcare of Atlanta, where

motivation manifests in all kinds of forms. Whats your
#MondayMotivation?
(share recent post from
CHOA)

*This post aims to spark a

conversation about what
motivates UGA Miracle members
on their Monday. This post
spreads awareness and
information about the cause that
UGA Miracle serves.

-more-

Tuesday

Were so excited for tomorrows Making the Miracle we couldnt help but
break out our bouncy slide. Stop by Tate Plaza until 4 p.m. today to hang
with us and celebrate #MTM Eve!

*This post immediately grabs the readers eye and draws attention. The post embodies
UGA Miracles value of fun and promotes Making the Miracle in a way that truly fits the
organizations character. It not only promotes the event by including a hyperlink in its
content, but it prompts readers to receive face-to-face promotion by stopping by the
awareness day on campus. Double promotion! It also creates the hash tag, #MTM, so
followers can see what others are saying about the program.

Outcome
This week of highly intentional campaigning for Making the Miracle will lead to a more
successful turnout in both quality and quantity. Followers will have heard of the
program and will physically attend the session. More importantly, these followers will
be excited to be there. They will have heard from an alumnus about how lucky they are
to have a unique and specialized program to meet their needs. They will have rumored

about the esteemed guest speaker. They will have offered their input for the content of
the program, creating a sense of ownership and value. They will have read up on the
amazing therapies at CHOA. They will have slid down a giant bouncy slide because
thats the type of stunt UGA Miracle pulls. UGA Miracle should maximize social media
as valuable, free bridge between the organization and its audience.

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