Table of Contents

NORTH VALLEY ANIMAL DISASTER GROUP EXECUTIVE REPORT SWOT ANALYSIS RESEARCH GOALS AND OBJECTIVES GOAL 1 GOAL 2 GOAL 3 GOAL 4 STRATEGY AND TACTICS THREE IDEAS FOR FUNDRAISING OPPORTUNITIES THREE IDEAS TO IMPROVE INTERNAL RELATIONS THREE IDEAS FOR RAISING AWARENESS ONE IDEA FOR EQUIPMENT STORAGE SOCIAL MEDIA WHAT’S TWITTER AND HOW DO I USE IT? EXAMPLE TWITTER POSTS MASTER TIMELINE INDIVIDUAL TIMELINES FILL THE FISH BOWL EVENT TIMELINE CAR AND PET WASH EVENT TIMELINE TRI-TIP SANDWICH FEED EVENT TIMELINE ANNUAL NVADG PICNIC DAY IN BIDWELL PARK TIMELINE NORTH VALLEY ANIMAL DISASTER GROUP BUDGET THREE FUNDRAISER BUDGETS THREE INTERNAL RELATIONS BUDGETS THREE AWARENESS BUDGETS ONE STORAGE BUDGET TOTAL EXPENSES FOR ALL TACTICS EVALUATION MEET DYNAMIC PUBLIC RELATIONS APPENDIX SECTION A-F 1 5 7 11 11 14 17 20 21 21 32 42 51 54 59 61 63 65 65 66 67 68 69 69 72 75 78 79 80 88 91

North Valley Animal Disaster Group Executive Report
Introduction to Goals and Ideas
GOALS
In September 2012, directors of the North Valley Animal Disaster Group presented four problems they perceived within their organization and asked for solutions. As a small, non-profit group, NVADG has had some trouble finding the funds necessary to stay afloat. Because of this, the first goal the directors had in mind was the creation of three different fundraising events. Secondly, with a large number of inactive volunteers, the directors asked for ways to properly engage their existing and future members. Also, even though NVADG has a stellar reputation, the group is not widely recognized in the area it serves. Therefore, raising awareness of its existence and services is the third goal to work toward. Finally, with the amount of equipment NVADG has, finding a safe, costeffective place to store it all is a pressing concern.

OUR IDEAS
Five associates at Dynamic PR reviewed NVADG's problems, goals and expectations and have created 10 objectives to help meet them.

For the first goal, we have suggested three different fund-raisers. 1. Fill the Fish Bowl:
 Since 49 percent of people polled in an external survey indicated it would be most likely to donate spare change to a small-scale fundraising event, we recommend volunteers standing at strategic places around Chico with seasonally decorated fishbowls and NVADG sandwich boards to collect small donations. The 10 locations we have provided are each in populous, economic areas where people are walking around and spending money. Because of this, it seems likely that passersby will have spare change to donate to a cause that grabs their attention. The three times of year we suggest to have this event are during November, near the holiday season when people are in the giving mood, July when the weather is nice and more people are likely to be walking around, and February. Also, because of the way these three times are spaced, the fish bowls will be an event 1

that stays in people's consciousness without overwhelming them with frequency.

2. Car and Pet Wash:
 Considering that 32 percent of people polled in a random survey said it would be likely to donate to an animal-related fundraiser, and that 56 percent of these same people was pet owners, we envision a joint car wash and pet wash to be held in the summer. The location we suggest to hold this wash is strategically placed to be easy to find for those who see the ads placed but also in an area that gets enough traffic to attract those driving by. This event has been planned for the summer month of June because people are more likely to want their car washed or be traveling with their dogs in warmer months.

 

3. Tri-Tip Sandwich Feed:
  As an annual event, we feel that a feed at Kinder’s Meats and Deli is more casual and therefore more inviting than a large-scale banquet dinner. Kinder’s Meats and Deli, a charitable company with a restaurant in Chico, is a good location because of its popularity and ample seating space for the dinner.

For the second goal of better utilizing volunteers, we have developed three ways to improve internal relations. 1. Quarterly Interactive Newsletter:
 Since 94 percent of the existing volunteers reported in the internal survey that it would prefer to get their NVADG news via email, we propose a quarterly newsletter sent out by the directors designed by an intern found through Chico State’s PR department. Sending four comprehensive, interactive newsletters will engage volunteers without overwhelming them with a constant barrage of emails. Creating the newsletter to be aesthetically pleasing and interactive will make volunteers more likely to read through it. Events and activities, as well as fire season updates, can be highlighted within each newsletter to keep them on the volunteers' minds.

  

2. Annual NVADG Picnic Day in Bidwell Park:
  Creating a once-a-year event to bring together willing volunteers will help foster a sense of camaraderie between them. Keeping the event local (Bidwell Park) will help remind volunteers whom they are serving. 2

 

The three games suggested (volleyball, balloon toss and minefield) are all simple, ageless and offer a fun way to get to know one another. Making the event a potluck will keep costs down and create opportunities for volunteers to share recipes and compliments.

3. Create a Volunteer Hierarchy:
 Good organization is key to keeping track of member commitments and volunteer hours. Because of this, creating a hierarchy that is tiered to monitor classes of volunteers according to their contributions will be an effective way to ensure volunteers keep their commitments.

For NVADG's third goal of generating more community awareness and prestige, Dynamic PR has formed three plans for success. 1. Educational Outreach:
   By partnering with local fire departments to visit K-8 schools, NVADG can start to become a household name. Bringing the NVADG vehicle to fire-safety assemblies will package the group's service along with general fire safety, which will become a talking point for children and their parents. By teaching children how to prepare their pets for disasters, fewer will be in danger when disaster actually strikes.

2. Increase Social Networking Awareness:
    As social networks become part of every day life for many people within the community, having a larger presence will help NVADG become better known. Different social networking platforms can help engage different volunteers as well as interested parties that don't necessarily want to be members. While we focused predominately on the creation of a Twitter account for NVADG to use, we also highly suggest continuing the current Facebook community page because of its accessibility to current volunteers. A strong online presence can create buzz around fundraising events and organizational needs.

3. Connecting with Downtown Chico Business Association (DCBA):  Since the DCBA is such a dominating force in Chico, we believe that partnering
with them would help raise community awareness of NVADG.  Partnering with DCBA would allow NVADG to have booths and a presence at all DCBA events such as Thursday Night Market, Taste of Chico, and Slice of Chico.

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For NVADG's final goal, we found one person that expressed interest in storing the organization’s equipment. 1. Contact Citizen Interested in Donating Space:
 Elizabeth Beck at beckelizabeth@yahoo.com In conclusion, the plan Dynamic PR developed to solve the problems NVADG presented in September is all encompassing and thoroughly researched. Within, what we gathered through our research and expanded into organized objectives, tactics and visual samples can be found.

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SWOT Analysis
STRENGTHS
       Organized trainings Devoted to helping animals Good 200+ volunteer base Good reputation Open to improvement Experienced Passionate about animals and the mission statement

WEAKNESSES
         Lacking organizational structure Lack of promotion Minimal fundraising and limited income Volunteers only want to help when needed to rescue Lacking in effective media Lack of networking with student audience No organization or communication with outside groups or audiences Minimal visibility within local community Minimal communication with other organizations that do similar work

OPPORTUNITIES
     Social networking beyond Facebook Fundraising opportunities Community outreach and education Greater awareness of organization Require X amount of hours from volunteers in order to be considered for fire rescue

THREATS
   Periods of no disasters No funding Volunteers losing interest in off season

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GOALS
    Gain visibility Find storage space Create fundraisers Engage volunteers

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Research
North Valley Animal Disaster Group is a commendable organization that strives to serve the community during disaster situations. The organization, however, doesn’t have a large presence outside its volunteers and board members and needs to find new ways to engage the public and involve its already dedicated volunteer base.

Executive Summary
Dynamic PR conducted research that provided a look into some of the issues facing the organization:  External research showed that though many people in the community volunteer their time to various organizations, a high percentage was not aware of NVADG.  Internal research found that there is a strong drive to help with outreach, but current volunteers are not aware of the organization’s needs and many of the current volunteers live out of the area.  Comparative research showed that other animal organizations of various sizes also face challenges gathering funds, finding storage space and utilizing volunteers.

Audience Targeted
Dynamic PR saw a variety of audiences as appropriate for surveying. First, we focused on an external audience and surveyed 100 random participants at various locations throughout Chico. Dynamic PR associates combed Chico State’s campus, pet stores, Target Corp. and the Chico Mall to assess general volunteer participation and NVADG’s community visibility within the markets of young people, pet owners and general Chico residents. Secondly, we turned to an internal audience of current volunteers and surveyed 200 existing volunteers to measure their attitude toward NVADG, and their commitment to further serving the organization. We reviewed responses from 57 current volunteers.

Locations for External Surveying:
    Chico State Petco PetSmart Target Corp. 7

Chico Mall

Target Audience Observations: 100 people surveyed
        Of those surveyed, 56 percent were pet owners It was discovered that 61 percent were females, 39 percent males 50 percent surveyed were between the ages of 20 – 30 According to the survey, 68 percent were single 97 percent did not have a large animal. Of those who did, one person had a camel According to the surveys, 71 percent lived in areas prone to fire disasters When asked, 49 people said they’d rather donate or attend a smaller fundraiser 32 people surveyed said they would donate or attend an animal related fundraiser

Survey Result Summary: 100 people surveyed
       According to the surveys, 82 percent had never heard of NVADG 2 percent of the people who had heard of NVADG had never volunteered with the organization, but heard positive things about NVADG 74 percent of the people surveyed had volunteered for other organizations 97 percent expressed volunteering was a positive and rewarding experience for them 68 percent of people said it would pay a membership fee to be part of an organization if they believed in its cause 79 people surveyed said they get their news from the Internet Only 10 people said they got their news from posters and booths

Internal
Next, we focused on the internal audiences, i.e. current volunteers. They were surveyed with a separate set of questions to lend a better understanding of NVADG from an insider’s perspective. We gained insight of how NVADG is organized, what kind of people volunteer, how we can expand qualities of volunteers and what the volunteers are willing to do. Two hundred surveys were sent out to volunteers via Surveymonkey.com. In total, 57 surveys were returned and tabulated on the website.

Internal Survey Results: 57 people surveyed
    According to the survey, 78.9 percent were females, 17.5 percent were males No members were under 25 years of age, while 43.9 percent were between the ages of 55 – 65 Of those surveyed, 93 percent were pet owners. This included 75.4 percent cats and 71.9 percent dogs The survey showed that over 70 percent of volunteers had volunteered for over two years 8

      

Of 57 surveyed, 54 percent had actively volunteered during a disaster According to the survey, 57 percent would give up their volunteer status if they had to pay a monthly fee Over 71 percent of members would be willing to help with outreach projects All members who responded to the survey stated they read emails sent by NVADG 94 percent prefer to be contacted via email Although most were adequately satisfied, 10.5 percent weren’t happy with their NVADG experience 44 volunteers surveyed did not have land NVADG could store equipment in

Comparative Research Results
To capture an understanding of how organizations with similar activities and goals as NVADG deal with challenges concerning fundraising, internal operations and volunteer participation, Dynamic PR associates studied websites and made phone inquiries to 15 different groups.

List of Comparative Research
               SCLAR, El Dorado County www.sclar.org The Large Animal Rescue Company, Hollister www.largeanimalrescue.com The American Society for the Prevention of Cruelty to Animals, ASPCA, National Organization www.aspca.org Paws of Chico, Chico www.chicospayneuter.org Small Dog Rescue, Chico www.smalldogrescue.org Chico Animal Shelter, Chico www.chicoanimalshelter.org Butte Humane Society, Chico www.buttehumane.org Hope for Paws, Los Angeles www.hopeforpaws.org Society for the Prevention of Cruelty to Animals, SPCA, Oroville www.nwspca.org Furry Friends Rescue, Fremont www.furryfriendsrescue.org Happy Tails, Ohio happytrailsfarm.org The Humane Society, National www.humanesociety.org California Animal Rescue, Santa Rosa car.rescuegroups.org Northern California Dog Rescue, San Francisco www.norcalfamilydogrescue.org Homeless Animals Rescue Team, H.A.R.T, Ohio www.rescueahart.org

These 15 organizations were compared to NVADG. Five were local animal centered organizations and the remaining 10 were animal disaster groups.

Comparative Results: 15 organizations surveyed
  14 organizations relied on volunteer help California Animal Rescue had the fewest volunteers with only seven active people 9

        

The Large Animal Rescue Company had no volunteers Humane Society had millions of volunteers nationwide 10 out of 15 organizations required a certain amount of service hours Eight of those surveyed have at least one full time member, Humane Society had 11 million Only six organizations had a board of directors According to the surveys, 14 organizations do some kind of community outreach Of those surveyed, six organizations hold smaller fundraisers, two hold bigger fundraisers, and four hold both 10 organizations utilize their volunteers for putting on fundraisers 12 of the organizations have students involved in volunteering and help with events

Overall Evaluation
It was found that our target’s external and internal publics have some similarities. They both consisted of mainly single individuals who are in a specific age range. The external public are in their 20s and 30s, while the internal public was in its 50s and 60s. With over 71 percent of external public living in fire prone areas and 56 percent being pet owners, it is troubling they don’t have knowledge of NVADG. Knowing about the organization could help them and their pets during a disaster. In the external survey, 68 percent said it would pay a membership fee, while 51 percent of the internal public said it would give up their membership if fees were introduced. With 79 out of 100 of the external public saying they get their news from the Internet, it makes sense most of the internal public chose that they prefer to get their NVADG news via email. This shows the Internet is a popular way for most people to get news and information. Six of the internal participants noted that they didn’t live in the NVADG area, citing this as the reason they do not volunteer more. It is unclear whether they have always lived out of the area or have moved. This indicates that NVADG needs to update their volunteer database and see who is still around and able to volunteer. What we found while conducting comparative research is that NVADG can be influenced by groups like Chico Animal Shelter who utilize Chico State students in their volunteer work. Additionally, some groups surveyed incorporate seasonal events into their fundraising. Northern California Dog Rescue built a good community presence by involving diverse types of people. They recruit individuals on parole and who live in halfway houses. Groups like Butte Humane have printable PDF applications on their website for easy applying.

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Goals and Objectives
Goal 1
Create and identify three (3) fundraising opportunities.

Objectives
1. Fill the Fish Bowl Event 1a. Awareness

To create awareness regarding a “Fill the Fish Bowl” fundraiser via newsletter.

Objective 1. To make 100 percent of volunteers aware of the event three weeks before event date, and to get at least 20 to participate in the fundraiser three times a year via a quarterly newsletter. 2. Notify local merchants of the fundraiser at least two weeks before event in order to obtain location for the Fill the Fish Bowl event.

1b. Acceptance

To have volunteers inquire more information about volunteering at the event.

Objective 1. To have volunteers want more information about the event, and to get at least 20 to participate in the fundraiser three times a year via a quarterly newsletter.

1c. Action
 

Creating decorative visuals and signage that will catch the attention of people passing by the day of the event. Produce a successful event.

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Objective 1. To create fish bowls and signs and stand at 10 predetermined locations throughout Chico three times a year. 2. Aim to raise $100 per fish bowl three times a year, totaling $3,000 per year.

2. Car and Pet Wash Event 2a. Awareness
 Create awareness for the car and pet wash fundraiser within both internal and external publics.

Objective 1. To make 100 percent of volunteers and 60 percent of the general public aware of the event by newsletter, Facebook posts, Twitter posts, fliers and word of mouth. 2. Have volunteer responsible for sponsorship of event get at least one pet groomer business involved with the fundraiser to help clean the pets at least two months before the event date.

2b. Acceptance
 Further inform interested parties about the event. Objective 1. To get volunteers, groomers, and Wal-Mart Stores Inc. better informed about the upcoming event.

2c. Action
 To purchase the supplies and hold a successful and well executed car and pet wash.

Objective 1. To purchase supplies that won’t exceed the $1,000 budget. 2. To raise $1,000 once a year by holding this event.

3. Tri-Tip Sandwich Feed Event 3a. Awareness
 To create awareness of the collaborative Tri-Tip Sandwich Feed event NVADG will host with Kinder’s Meats and Deli to the general population and NVADG volunteers.

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Objective 1. Make 100 percent of the volunteers aware of the event via the August newsletter. 2. Advertise the Tri-Tip Sandwich Feed through social media and fliers to make the community aware at least three weeks before the event date.

3b. Acceptance
 Be prepared to partner with Kinder’s Meats and Deli and have information available about the event.

Objective 1. Draw up the profit splitting agreement between NVADG and Kinder’s Meats and Deli and have it ready for approval by the manager. 2. Involve volunteers who expressed interest in working the event.

3c. Action
 Have volunteers presell 50 tickets at $10 each with the goal of getting 25 percent of the current volunteers working the event with the aim to raise $1,000 prior to splitting profit with Kinder’s Meats and Deli.

Objective 1. Have volunteers presell 50 tickets with the goal to raise $500. 2. Sell an additional $500 worth of tickets on the day of the event.

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Goal 2
Create and identify three (3) ideas for organizing and involving current volunteers.

Objectives
1. Quarterly Interactive Newsletter 1a. Awareness
 To make NVADG news, events and updates available to 100 percent of volunteers who use email via a quarterly interactive newsletter sent out to registered volunteers.

Objective 1. To present information regarding the organization, fundraisers and meeting minutes in an effective, well-organized and efficient manner to all current volunteers who have provided their email addresses to the organization.

1b. Acceptance
 Register for a “Constant Contact” account and have interns begin creating a template with news stories and information to be sent out to current volunteers.

Objective 1. Begin the creation of a newsletter using the Constant Contact website, templates and by registering for a free account.

1c. Action
 The exposure to NVADG problems and events coupled with the user-friendly newsletter will bring at least 20 percent of the volunteers that receive it to donate, respond to or attend fundraisers within the first quarter who otherwise wouldn’t have done so.

Objective 1. To foster positive, regular, and clear communication between NVADG and its members on a quarterly basis, providing them with information about the organization, its upcoming goals, and opportunities for involvement.

2. Annual NVADG Picnic Day in Bidwell Park 2a. Awareness
 To notify 100 percent of the NVADG volunteers of the annual Picnic Day in the May newsletter and promote on Facebook event page. 14

Objective 1. To make information about the Picnic Day available to 100 percent of volunteers.

2b. Acceptance
 To make further information about the picnic available to interested members and begin a list of what people will bring to the potluck one month before the event.

Objective 1. To get more information to 100 percent of interested volunteers by writing posts on the Facebook event wall, specifically a thread where people can list what food or supplies they plan to bring.

2c. Action
 Involving 50 percent of NVADG volunteers in a potluck-structured Picnic Day in Bidwell Park once a year to get to know each other and do team building exercises.

Objective 1. To organize the event and engage 50 percent of the volunteers in the event.

3. Create a Volunteer Hierarchy 3a. Awareness
 To raise volunteer effectiveness by 80 percent by dividing active and non-active volunteers.

Objective 1. To reorganize the structure of the volunteer program within NVADG by sending out an e-blast with a survey to internal volunteers in the next six months to identify active volunteers.

2b. Acceptance
 Be prepared to inform volunteers who ask what being an “active” volunteer may entail and how they can get in a higher position within the volunteer hierarchy.

Objective 1. To gain acceptance of the surveys emailed out to internal volunteers.

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3c. Action
 Create requirements and form committees for different tasks that the organization needs fulfilled, with each tier of the hierarchy requiring more hours of volunteer work in order to become a qualified member of said tier (this would go into action fully within a year).

Objective 1. To reorganize the structure of the volunteer program within NVADG by creating a volunteer hierarchy that is determined through hours and qualifications.

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Goal 3
Create and identify three (3) ideas for increasing awareness in the community.

Objectives
1. Educational Outreach 1a. Awareness
 Partner with local fire departments to construct a fire safety assembly to be presented at K-8 schools around the area NVADG serves.

Objective 1. To make contact with fire departments and schools to get necessary leaders on board and begin organizing the disaster awareness assembly utilizing NVADG volunteers.

1b. Acceptance
 To get more information to schools and fire stations interested in the assembly as well as NVADG volunteers willing to develop and present it.

Objective 1. To get fire fighters and school administrators at 30 percent of local schools to commit to the presentation. 2. To have NVADG volunteers commit to creating and presenting the assembly.

1c. Action
 To create a presentation within the next year to be performed at no less than 30 percent of the area’s K-8 schools’ fire safety/emergency preparedness assemblies.

Objective 1. To get a mix of experienced NVADG members and newer ones to come together and develop a 15-30 minute assembly aimed toward teaching K-8 children fire safety preparedness - particularly what to do with their pets in an emergency to present within the year.

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2. Increase Social Networking Awareness 2a. Awareness
 To boost online presence and engage 100 percent of the current social networking users in a friendly and professional manner on topics pertaining to the organization including news, fire warnings, fundraising opportunities, facts, etc.

Objective 1. Continue fostering good online community management practices for the organization, actively posting and engaging those who currently like the Facebook page, and implement the creation of a Twitter account to post interesting information and natural disaster warnings in the area.

2b. Acceptance

Place a social media intern in charge of maintaining the social networks for the organization.

Objectives 1. Assign an intern to the social media networks of the organization to boost user engagement and raise brand awareness by 25 percent.

2c. Action
 Implementation and utilization of a “Social Networking Best Practices” located in the social media section of this book (page 58), including but not limited to, information on the creation of a Twitter account handle and ideas for regular social media engagement and online community management that aims to boost volunteer and organization engagement.

Objective 1. Begin implementing the "Social Networking Best Practices" included in the social media section of the plan book (page 58) to help create a unified online community management process.

3. Connecting with Downtown Chico Business Association (DCBA) 3a. Awareness
 To make DCBA aware of NVADG and what it does. Objective 1. Make the DCBA aware of whom NVADG is to open communication for future collaborations. 18

3b. Acceptance
 Answer questions and make the right communications happen between members of the DCBA and NVADG.

Objective 1. Answer perspective questions the DCBA may have about NVADG and what the alliance could mean for them.

3c. Action
 Start active business and community relationship with DCBA. Objective 1. To establish an active relationship with DCBA and businesses involved, which will lead to a boost of community awareness, using the relationship as a way to boost volunteer involvement.

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Goal 4
Implementing one (1) idea for finding a location to store equipment.

Objectives
1. Elizabeth Beck Storage Space 1a. Awareness
 To contact Elizabeth Beck regarding available storage space. Objective 1. Store equipment at Beck’s property.

1b. Acceptance
 Email Beck at beckelizabethy@yahoo.com. Objective 1. To have Beck give NVADG a positive answer whether or not the storage space is still available.

1c. Action
 If Beck gives a positive response, start storing equipment; if the response is negative, keep looking for an available space.

Objective 1. To store as much equipment as possible on Beck’s available property.

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Strategy and Tactics Three Ideas for Fundraising Opportunities
1. Fill the Fish Bowl Event 1a. Awareness

To create awareness regarding a “Fill the Fish Bowl” fundraiser via newsletter.

Public
 

NVADG volunteers Local merchants

Objective 1. To make 100 percent of volunteers aware of the event three weeks before event date, and to get at least 20 to participate in the fundraiser three times a year via a quarterly newsletter. 2. Notify local merchants of the fundraiser at least two weeks before event in order to obtain location for the Fill the Fish Bowl event. Strategy  By advertising the Fill the Fish Bowl event through the quarterly newsletter distributed to volunteers at NVADG. The 20 volunteers producing the event will be recruited. Tactics 1. Mention the Fill the Fish Bowl event in the quarterly newsletter to inform the current volunteers of the event as well recruit them for the event.

2. Send courtesy emails to the 10 locations where the volunteers will be collecting donations.

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Budget
 

Volunteer hours will be given out to those who participate in the event. Constant Contact provides a free account for basic newsletter sending.

Evaluation Method  Count how many volunteers sign up.

1b. Acceptance

To have volunteers inquire more information about volunteering at the event.

Public

NVADG volunteers

Objective 1. To have volunteers want more information about the event, and to get at least 20 to participate in the fundraiser three times a year via a quarterly newsletter. Strategy  Have more information about the event provided to volunteers interested in participating. Tactics 1. Train a person in charge of the event to answer questions about event for people that are interested and want more information. 2. Keep an updated list off all volunteers who show interest in being involved in the event to keep them updated and informed. Budget

No cost, just NVADG labor.

Evaluation Method  Count how many volunteers find interest in the event and want to be involved.

1c. Action
 

Creating decorative visuals and signage that will catch the attention of people passing by the day of the event. Produce a successful event.

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Public
 

General public NVADG volunteers

Objective 1. To create fish bowls and signs and stand at 10 predetermined locations throughout Chico three times a year. 2. Aim to raise $100 per fish bowl three times a year, totaling $3,000 per year. Strategy  Buy the supplies to make the fish bowls more presentable and purchase the materials to make signage to alert people of the fundraiser by day of the event at 10 locations described in the “Tactics” section. Tactics 1. Have the person in charge of finances purchase the fish bowls and art supplies by day of the event. 2. Meet the morning of event to decorate the fish bowls and create signage for fundraiser. 3. Divide volunteers for 10 locations to fundraise between 11 a.m. to 3 p.m. at the following places:  Target on 20th Street  Safeway on East Street  Chico Mall  Chico Crossroads Mall  Pheasant Run Plaza  North Valley Mall  Safeway on Mangrove  Costco  Downtown Chico City Plaza  Downtown Chico, 2nd and Broadway Budget  Total cost: $125.95  Suggested products: o Imagine Gold Drum Fish Bowl 2.5 gallons ($9.04 at Wal-Mart Stores Inc.) x10 = $90.40 o Construction Paper 200 pack ($6.29 at Staples) x1 = $6.29 o Crayola Markers 8 pack broad line ($3.49 each at Staples) x2 = $6.98 o Riverside Paper White 4-ply Poster Board 22-by-28, 25 count ($16.99 each at Staples) x1 = $16.99 23

o White Cotton String in Ball 400 feet. ($5.29 each at Staples) x1 = $5.29 Evaluation Method  Count the total amount of donations received per fundraiser.

2. Car and Pet Wash Event 2a. Awareness
 Create awareness for the car and pet wash fundraiser within both internal and external publics.

Public  NVADG volunteers  General public  Pet groomer Objective 1. To make 100 percent of volunteers and 60 percent of the general public aware of the event by newsletter, Facebook posts, Twitter posts, fliers, and word of mouth. 2. Have volunteer responsible for sponsorship of event get at least one pet groomer business involved with the fundraiser to help clean the pets at least two months before the event date. Strategy  By promoting this event, members of the general public will become aware of the event and it will drive them to attend and get their pet and/or car washed. Tactics 1. Dedicate a large portion of the May newsletter to inform current volunteers about the Car and Pet Wash fundraiser. 2. Have volunteer responsible for sponsorship of the event visit pet grooming businesses in Chico and ask them to volunteer by washing animals during the event at least two months before the event date. 3. Visit the Chico Wal-Mart Stores Inc. and ask manager to donate a portion of the store’s parking lot for the event. 4. Have Chico State intern or a volunteer with design experience create a visually appealing flier for the wash four weeks prior to the event. 24

5. Print 100 fliers at Bidwell Design by three weeks before the event. 6. Post the fliers and posters around town: pet shops, veterinarian offices, auto supply stores, car lots, and Chico State campus two weeks before the event. 7. Have an intern or volunteer create radio advertisement or utilize the example enclosed for placement on local area radio stations. 8. Purchase radio advertisement space on Power 102.1, Bob 92.7, KZAP 96.7, and The Wolf 95.7 to run at least one week before event. 9. Place the wash on local area newspaper community calendars online a week before the event. Budget  Total cost: $90 o Radio ads: $18 for a 30-second ad (5 ads)= $90 o 100 fliers from Bidwell Design = $70.95 Evaluation Method  Monitor the success of radio ads and community calendars and keep track of how many volunteers sign up to help.

2b. Acceptance
 Further inform interested parties about the event. Public  Pet groomers  NVADG volunteers  Wal-Mart Stores Inc. Objective 1. To get volunteers, groomers, and Wal-Mart Stores Inc. better informed about the upcoming event. Strategy  Get extra information out to the publics involved in the event that will guarantee their participation. Tactics 1. Be prepared to answer questions the groomer may have regarding NVADG or the pet wash event. 25

2. Be prepared to answer questions Wal-Mart Stores Inc. may have regarding NVADG or the pet wash event. 3. Volunteers who want to sign up to volunteer can email or call NVADG to let them know they want to their donate time. Budget  No cost, just NVADG labor. Evaluation Method  See if groomer and Wal-Mart Stores Inc. show interest in NVADG’s cause.

2c. Action
 To purchase the supplies and hold a successful and well executed car and pet wash.

Public    

General public NVADG volunteers Pet groomers Wal-Mart Stores Inc.

Objective 1. To purchase supplies that won’t exceed the $1,000 budget. 2. To raise $1,000 once a year by holding this event. Strategy  To buy supplies for the event enabling NVADG to raise funds. Tactics 1. Have person in charge of finances purchase the supplies needed for the wash indicated in the budget by day of the event. 2. Hold event from 11 a.m. to 3 p.m. on a Saturday in the Wal-Mart Stores Inc. parking lot that is donated for part of the day. Budget  Total cost: $489.75  Suggested products: o Colorite/Swan 8-by-25 all weather hose ($13.87 at Wal-Mart Stores Inc.) x8 = $112.00 o Dog grooming supplies such as soaps and baths supplied by groomer volunteering 26

o 100 percent Cotton bath towels. ($72 per case at Dollar Tree) x72 = $72.00 o Donated towels and washcloths from linen stores o Scrub Buddies value pack sponges. (10 pack for $1 at Dollar Tree) X20 packs= $20.00 o Utility 12-Qt pail ($1 each at Dollar Tree) x36 = $36.00 o Meguiars Gold Class 64 ounce car shampoo/conditioner wash ($9.99 each at O’Reily Auto Parts) x25 = 249.75 Evaluation Method  Total the monetary funds raised at the car and pet wash.

27

3. Tri-Tip Sandwich Feed Event 3a. Awareness
 To create awareness of the collaborative Tri-Tip Sandwich Feed event NVADG will host with Kinder’s Meats and Deli to the general population and NVADG volunteers.

Public  NVADG volunteers  General population Objective 1. Make 100 percent of the volunteers aware of the event via the August newsletter. 2. Advertise the Tri-Tip Sandwich Feed through social media and fliers to make the community aware at least three weeks before the event date. Strategy  Promote the feed in the August newsletter, in a Facebook event, in Facebook posts, on Twitter, and in printed fliers and other local media outlets to remind and attract active users, supporters and their friends to the Tri-Tip Sandwich Feed. Tactics 1. In the August newsletter, write about the details of the Tri-Tip Sandwich Feed: what is the purpose, ticket cost, etc. 2. Place the event on community calendars three weeks before the event. 3. Assign social media interns to create a Facebook event, name it “NVADG and Kinder’s Succulent Tri-Tip Feed” and invite all of NVADG Facebook friends. 4. Have a volunteer with design experience or a Chico State intern design a basic flier for the event to be printed and distributed in person and online. 5. Print 100 fliers at Bidwell Design to be distributed locally. 6. Promote the event on Facebook once a week for a month before the event by writing a post. 7. Tweet information about the Tri-Tip Sandwich Feed twice a week on Twitter four weeks before the event date. 28

8. Contact Kinder’s Meats and Deli and give the general manager the information regarding the event. Budget  Total Cost: $70.90  Suggested products: o 100 fliers from Bidwell Design = $70.90 Evaluation Method  Count the number of likes, mentions and reposts the Tri-Tip Sandwich Feed gets on social media.  Count how many volunteers sign up.

3b. Acceptance
 Be prepared to partner with Kinder’s Meats and Deli and have information available about the event.

Public  NVADG volunteers  Chico Kinder’s Meat and Deli manager Objective 1. Draw up the profit splitting agreement between NVADG and Kinder’s Meats and Deli and have it ready for approval by the manager. 2. Involve volunteers who expressed interest in working the event. Strategy  To have Kinder’s Meats and Deli accept proposal of fundraiser and to recruit volunteers who are looking to help. Tactics 1. Draw up the proposal to show to Kinder’s Meats and Deli. 2. Be prepared to answer questions regarding the proposal. 3. Be prepared to answer questions volunteers may have about the event. Budget  No cost, just NVADG labor. Evaluation Method  See if Kinder’s Meats and Deli agrees to collaborate with NVADG to make the Trip-Tip Sandwich Feed possible. 29

Count how many volunteers sign up to help.

3c. Action
 Have volunteers presell 50 tickets at $10 each with the goal of getting 25 percent of the current volunteers working the event with the aim to raise $1,000 prior to splitting profit with Kinder’s Meats and Deli.

Public  General public  NVADG volunteers Objective 1. Have volunteers presell 50 tickets with the goal to raise $500. 2. Sell an addition $500 worth of tickets on the day of the event. Strategy  Hold the Tri-Tip Sandwich Feed event and sell enough tickets to make the goal of $1,000. Tactics 1. Print out 70 copies of the suggested ticket included in plan book. 2. Have volunteers sell tickets in exchange for volunteer hours. 3. On the day of event, arrive at Kinder’s Meats and Deli early to help set up and sell tickets. Budget  Total Cost: $72.93  Suggested products: o Pacon 4-Ply Poster Board, White, 25/Carton (Wal-Mart Stores Inc.) = $14.54 o HP All-In-One Printing Paper, 8-1/2 x 11, White, 500 Shts/Ream (WalMart Stores Inc.) = $7.54 o HP 61 Black & Tri-color Combo Inkjet Cartridge (Wal-Mart Stores Inc.) = $31.97 o Crayola 10ct Fabric Markers (Wal-Mart Stores Inc.) = $3.88 o Radio Ads (Mapleton Communications: KFMF-93.9, The Wolf- 95.7, KQPT- The Point 107.5, KZAP-96.7) = $15 - 20 per 60 second radio ad. o Newspaper Ads = Try to get the newspaper advertisements donated

30

Evaluation Method  Count the money to see if the goal of $1,000 was fulfilled prior to splitting costs with Kinder’s Meats and Deli.  Count the number of tickets sold by volunteers.

31

Strategy and Tactics Three Ideas to Improve Internal Relations
1. Quarterly Interactive Newsletter 1a. Awareness
 To make NVADG news, events and updates available to 100 percent of volunteers who use email via a quarterly interactive newsletter sent out to registered volunteers.

Public

NVADG volunteers

Objective 1. To present information regarding the organization, fundraisers and meeting minutes in an effective, well-organized and efficient manner to all current volunteers who have provided their email addresses to the organization. Strategy  Hire two interns from Chico State to help assist writing stories and creating and designing a two to three page newsletter that will be sent out quarterly to all active members to keep them informed and engaged. Tactics 1. Contact Chico State’s Journalism and Public Relations department and ask for Debra Johnson. Inquire about obtaining two interns from the program to help create content for a quarterly interactive newsletter and to maintain social media within in the next month. 2. Hold several interviews to find the best interns for the position that are creative and passionate about the cause and work that NVADG needs accomplished within the next month. 3. Begin brainstorming with the interns about stories the organization wants to mention, as well as discuss what fundraisers will be included in the current issue of the newsletter in production. 4. Four weeks before the newsletter is emailed out, begin writing several stories about the organization or upcoming fundraisers with the ultimate goal of having roughly two to three pages of content. 32

Budget  No cost, internship given to Chico State interns  Constant Contact provides a free account with free templates Evaluation Method  Measure the number of people in attendance at fundraising events.  After two newsletters are produced, send out a survey to current volunteers inquiring about the effectiveness of the newsletters, and ask current volunteers if the quarterly newsletter was informative, helpful, and/or interesting.

1b. Acceptance
 Register for Constant Contact account and have interns begin creating a template with news stories and information to be sent out to current volunteers.

Public  NVADG volunteers  Chico State interns Objective 1. Begin the creation of a newsletter using Constant Contact website, templates, and by registering for a free account. Strategy  Begin using the Constant Contact website as a way to create and send out quarterly newsletters. Tactics 1. Go to ConstantContact.com and register for a free account within the next month. 2. Utilize Chico State interns and have them use the Constant Contact templates to design an original and appealing newsletter. 3. Populate the newsletter with stories relevant to the organization. 4. Populate the newsletter with fundraiser information. Budget  No cost for free Constant Contact account.  Internship credit given to Chico State interns. 33

Evaluation Method 1. Verify that ConstantContact.com account was created and that work has begun on the newsletter four to five weeks prior to the newsletter run date.

1c. Action
 The exposure to NVADG problems and events coupled with the user-friendly newsletter will bring at least 20 percent of the volunteers that receive it to donate, respond to or attend fundraisers within the first quarter who otherwise wouldn’t have done so.

Public  Internal volunteers who have received the NVADG quarterly newsletter Objective 1. To foster positive, regular, and clear communication between NVADG and its members on a quarterly basis, providing them with information about the organization, its upcoming goals, and opportunities for involvement. Strategy  Make the newsletter engaging and simple so NVADG volunteers are able to easily donate money and know when to attend events and fundraisers. Tactics 1. Write the quarterly interactive newsletter in a simplistic style that is easy to understand. 2. Create a unified and simplified quarterly newsletter design that is not too cluttered and provides volunteers with an easy understanding of upcoming events. 3. Have interesting and informative articles that capture and maintain reader interest such as NVADG news, event coverage, and local area news. Budget  No cost, internship credit given to Chico State interns Evaluation Method  Survey those members who were members prior to, and after the implementation of a regularly sent newsletter and inquire about whether or not the newsletter helped keep them informed about issues as they related to the organization.

34

2. Annual NVADG Picnic Day in Bidwell Park 2a. Awareness
 To notify 100 percent of the NVADG volunteers of the annual Picnic Day in the May newsletter and promote on Facebook event page.

Public  NVADG volunteers Objective 1. To make information about the Picnic Day available to 100 percent of volunteers. Strategy  To package the event in a way that sounds fun and looks engaging. Tactics 1. Have Chico State interns write a short, rousing blurb in the May newsletter informing volunteers the event will happen within the following months. 2. Have Chico State interns create a Facebook event a month in advance and invite 100 percent of the volunteers that support NVADG’s Facebook community page. 3. Have Chico State interns make another call for volunteers to help set up the event by posting on Facebook and sending out a reminder email. 4. One week in advance, have Chico State interns email or Facebook message each attendee reminding them of the date, time and what they committed to bring to the potluck. 5. Have Chico State interns send a separate email to those attendees that also volunteered to help set up reminding them of their commitment. Budget  No cost, internship credit given to Chico State interns Evaluation Method  Count how many hits the Facebook event page totaled  Count how many volunteers agreed to attend and posted on the Facebook wall saying what they would bring and/or what activities they enjoy

35

2b. Acceptance
 To make further information about the picnic available to interested members and begin a list of what people will bring to the potluck one month before the event.

Public  NVADG volunteers interested in picnic Objective 1. To get more information to 100 percent of interested volunteers by writing posts on the Facebook event wall, specifically a thread where people can list what food or supplies they plan to bring. Strategy  Generate excitement by keeping the event in volunteers’ minds’. Tactics 1. Have Chico State interns make another call for volunteers to help set up the event by posting on Facebook and sending out a reminder email. 2. Continue the potluck sign-up discussion on Facebook event page. 3. One week in advance, have Chico State interns email or Facebook message each attendee reminding them of the date, time and what they committed to bring to the potluck. 4. Have Chico State interns send a separate email to those attendees that also volunteered to help set up reminding them of their commitment. Budget  No cost, internship credit given to Chico State interns. Evaluation Method  Count how many people respond to Facebook posts.  Keep updated list of food and supplies that NVADG volunteers are bringing.

2c. Action
 Involving 50 percent of NVADG volunteers in a potluck-structured Picnic Day in Bidwell Park once a year to get to know each other and do team building exercises.

Public  NVADG volunteers 36

Objective 1. To organize the event and engage 50 percent of the volunteers in the event. Strategy  To gather the necessary supplies and do the final organization of the event in a way that will make it a success. Tactics 1. Create timeline of events so the day goes smoothly a week in advance. 2. Choose team-building exercises a month in advance; information on teambuilding exercises can be found in the appendix. 3. Buy supplies for team-building exercises two weeks in advance. 4. Make a list of supplies needed for the barbeque potluck and cross-reference with list of what attendees committed to bring two days before event date. 5. After cross-referencing the list, figure out what supplies are not being brought by volunteers and purchase them the day before the event. 6. Create comment cards by the day of the picnic to pass out at the end of the event. 7. Bring all supplies to Bidwell Park the morning of event to set up. Budget  Total cost: (plus varied costs) $95.22  Suggested items: o Game Supplies:  “Hello my name is” sticker tags: 100 count ($4.49 at Wal-Mart Stores Inc.) x2 = $8.98  Sportcraft S7 Volleyball set: ball, net and rules ($12.99 at WalMart Stores Inc.) x1 = $12.99  9’’ Round Balloons in assorted colors: 25 count ($2.39 at WalMart Stores Inc.) x1 = $2.39  Franklin Sports 9’’ Soccer Cones ($2.57 each at Wal-Mart Stores Inc.) x20 = $51.40  Paisley Bandanas for blindfolds ($1.50 each at wholesaleforeveryone.com) x4 = $6.00 o Event Supplies:  Pacon Blank Flash Cards in assorted colors: 1,000 count ($9.97 at Wal-Mart Stores Inc.) x1 = $9.97 37

   

Other supplies based on what attendees aren’t bringing (varied cost) 2 – 4 hours of organizing time Shoebox for comment cards Crayola Markers 8 pack broad line ($3.49 each at Staples) x1 = $3.49

Evaluation Method  Count how many volunteers attended.  Read comment cards for general feel of the event.

38

3. Create a Volunteer Hierarchy 3a. Awareness
 To raise volunteer effectiveness by 80 percent by dividing active and non-active volunteers.

Public  NVADG volunteers Objective 1. To reorganize the structure of the volunteer program within NVADG by sending out an e-blast with a survey to internal volunteers in the next six months to identify active volunteers. Strategy  By sending out a survey within an e-blast to understand who wants to help during the off season and who is not interested. Tactics 1. Decide who, of higher management, would be willing to create the survey or use the one provided and incorporate it into an e-blast within the next month. 2. Compile all internal volunteers’ emails from records and send out the e-blast to those emails within the next month. 3. Gather and tabulate all returned surveys and adjust volunteer base to active and non-active members to understand who is willing to agree upon changes and volunteer regularly during the season and off season once surveys begin to be returned. Budget  No cost, just NVADG labor. Evaluation Method  Count how many volunteers return completed surveys and show interest in helping during the off season.

3b. Acceptance
 Be prepared to inform volunteers who ask what being an “active” volunteer may entail and how they can get in a higher position within the volunteer hierarchy .

39

Public  Internal volunteers who have received the surveys via email Objective 1. To gain acceptance of the surveys emailed out to internal volunteers. Strategy  By emailing out surveys, volunteers are able to distinguish their involvement within the organization know where they currently stand within the hierarchy. Tactics 1. Seek out volunteers who have shown interest in the survey and want more information about the hierarchy by responding to volunteer’s questions about the procedures once the surveys are returned. Budget  No cost, just NVADG labor. Evaluation Method  Count how many volunteers find interest in the hierarchy.

3c. Action
 Create requirements and form committees for different tasks that the organization needs fulfilled, with each tier of the hierarchy requiring more hours of volunteer work in order to become a qualified member of said tier (this would go into action fully within a year).

Public  Internal volunteers that have responded to the e-blasts and are interested in further involvement Objective 1. To reorganize the structure of the volunteer program within NVADG by creating a volunteer hierarchy that is determined through hours and qualifications. Strategy  Create hours and work requirements and form committees for different tasks that the organization needs to fulfill.

40

Tactics 1. Create hour requirements that give volunteers incentive to donate their time by requiring more hours in order to become an active member; only active members can be on the rescue team, but need to donate a specific amount of time during the off season. 2. Utilize the provided survey and email active volunteers to poll specific skill strengths that volunteers possess within the next month. 3. Decide on tasks that need to be completed and put them into manageable categories within the next month. 4. Divide volunteers into committees pertaining to their task and skill sets. Assign the committees to the categories on tasks that are reasonable for a number of volunteers in a committee. 5. Delegate a volunteer who can volunteer 11-15 hours per month in each committee as the leader who will turn in timesheets and volunteer evaluations monthly. 6. Have a timesheet available for volunteers and distribute them to each committee to record their hours worked and turn in once a month. 7. Give each committee a task that is specific to their skillset to complete every month. 8. Create a volunteer evaluation method for leaders to evaluate team members and have them turn it in each month with the timesheets. 9. Decide on incentive for hours reached.  Incentive Examples: o 4-10 hrs/month= active member, but pays for trainings o 11-15 hrs/month= able to be committee leader, but pays for trainings o 16+ hrs/month= can be on rescue team for fire season and receives free trainings Budget  No cost, just NVADG labor. Evaluation Method  Count how many volunteers become qualified and how the organization is benefitting from the reconstruction of the volunteer program.

41

Strategy and Tactics Three Ideas for Raising Awareness
1. Educational Outreach 1a. Awareness
 Partner with local fire departments to construct a fire safety assembly to be presented at K-8 schools around the area NVADG serves.

Public  Chiefs of local fire departments  Current volunteers  K-8 school administration officials Objective 1. To make contact with fire departments and schools to get necessary leaders on board and begin organizing the disaster awareness assembly utilizing NVADG volunteers. Strategy  Package message in a way that will make fire chiefs and school officials want to partner with NVADG and allow NVADG to come present. Tactics 1. Call principals of all local schools with K-8 students and communicate NVADG’s interest in taking part in the annual fire safety assembly (or starting one in schools that don’t already have one) by the fall 2013 school year. 2. Call local fire department chiefs and communicate NVADG’s interest in partnering with firefighters to create (or add on to) fire safety messages for children, particularly dealing with what to do for your pets in an emergency by the fall 2013 school year. Budget  No cost, just NVADG labor. Evaluation Method  Count how many of the schools contacted replied with interest.  Count how many fire stations replied with interest.

42

1b. Acceptance
 To get more information to schools and fire stations interested in the assembly as well as NVADG volunteers willing to develop and present it.

Public  Local school administrators  Local fire departments  NVADG members that have expressed interest Objective 1. To get fire fighters and school administrators at 30 percent of local schools to commit to the presentation. 2. To have NVADG volunteers commit to creating and presenting the assembly. Strategy  Call interested parties and finalize details of when and where the assemblies will take place in spring of 2014.  By the end of fall 2013, gather NVADG volunteers that are committed to developing the presentation. Tactics 1. Have NVADG member in charge of assembly call each interested school to discuss more details. 2. Have same member call each interested fire station to discuss more details. 3. Send email to committed NVADG members to set up a meeting to discuss more details. Budget  No cost, just NVADG labor. Evaluation Method  Count how many schools, fire stations and NVADG members commit to assembly.

1c. Action
 To create a presentation within the next year to be performed at no less than 30 percent of the area’s K-8 schools’ fire safety/emergency preparedness assemblies.

Public  Local K-8 school students and administrators 43

 

Fire fighters committed to the event NVADG volunteers committed to the event

Objective 1. To get a mix of experienced NVADG members and newer ones to come together and develop a 15-30 minute assembly aimed toward teaching K-8 children fire safety preparedness - particularly what to do with their pets in an emergency to present within the year. Strategy  Presenting NVADG’s work as knowledge to help children and their pets in a disaster will begin to make them a household name - students will go home and talk to their parents about what they learned. Tactics 1. Place a call for volunteers to organize and present the assembly in the February newsletter, through NVADG’s Facebook page and a short tweet on Twitter. 2. Gather the volunteers who have committed their time, along with the firefighters that agreed to collaborate to discuss and develop the assembly to be presented within the next year. Budget  Creating presentation o 10+ hours of volunteer time to discuss, develop and perfect presentation  Carrying out assemblies o Gas for the NVADG truck and/or volunteers’ cars (varies) o 1-2 hours of volunteer time for each assembly. Evaluation Method  Request feedback from school administrators and teachers to gauge how successful the assemblies were and how interested the students were.  Count how many schools invite NVADG back.

44

2. Increase Social Networking Awareness 2a. Awareness
 To boost online presence and engage 100 percent of the current social networking users in a friendly and professional manner on topics pertaining to the organization including news, fire warnings, fundraising opportunities, facts, etc.

Public  NVADG volunteers  Prospective volunteers  General online population Objective 1. Continue fostering good online community management practices for the organization, actively posting and engaging those who currently like the Facebook page, and implement the creation of a Twitter account to post interesting information and natural disaster warnings in the area Strategy  Social networking tactics and practices will aim to actively engage roughly 50 percent of the current volunteers that have a presence in the online social networking space, as well as attempting to connect with those who are not currently aware of NVADG and what they do. Tactics 1. Use interns hired from Chico State to run the social networking platforms and update them several times a week. 2. Follow the instructions in the social media chapter of this book that explain about setting up a Twitter account, and begin to post the example tweets provided as soon as interns are acquired. 3. Participate in good online community management tactics, replying to users who post on the organization’s Facebook page and actively engage them. Budget  No cost, internship credit given to Chico State interns. Evaluation Method  Monitor the number of “Likes” on the Facebook page and check the growth  Monitor the number of “Followers” on the Twitter account and check the growth. 45

2b. Acceptance

Place a social media intern in charge of maintaining the social networks for the organization.

Public  NVADG volunteers  Chico State interns Objectives 1. Assign an intern to the social media networks of the organization to boost user engagement and raise brand awareness by 25 percent. Strategy  Use the “Social Networking Best Practices” located in the social media chapter (page 58) for guidelines on social networking interaction.  Use the information on Twitter and the sample posts in the social media chapter to start the creation and implementation of a Twitter handle. Tactics 1. Assign an intern (or both) to maintain the NVADG social networking accounts once they have been hired. 2. Give the intern the “Social Networking Best Practices” information. Budget  No cost, internship credit given to Chico State interns . Evaluation Method  Gauge the number of “Likes” and “Followers” on Twitter.

2c. Action
 Implementation and utilization of a “Social Networking Best Practices” located in the social media section of this book (page 58), including but not limited to, information on the creation of a Twitter account handle and ideas for regular social media engagement and online community management that aims to boost volunteer and organization engagement.

Public  NVADG volunteers  Prospective volunteers  General online population

46

Objective 1. Begin implementing the "Social Networking Best Practices" included in the social media section of the plan book (page 58) to help create a unified online community management process. Strategy  Implementing a common set of online community management rules will aim to increase social networking engagement on both Twitter and Facebook by 40 percent within the first four months. Tactics 1. Refer to the “Social Networking Best Practices” page located in the social media chapter book (page 58) to help assist in managing the social networking platforms. 2. Actively engage the public online in a friendly manner. Budget  No cost, internship credit given to Chico State interns. Evaluation Method  Compare before and after “Likes” on Facebook, as well as looking at the amount of “Followers” on Twitter to see how many NVADG has gained during the course of the first four months.

47

3. Connecting with Downtown Chico Business Association (DCBA) 3a. Awareness
 To make DCBA aware of NVADG and what it does. Public  DCBA  Volunteers involved in making DCBA aware of the organization Objective 1. Make the DCBA aware of whom NVADG is to open communication for future collaborations. Strategy  By associating themselves with the DCBA, NVADG aims to boost is overall awareness by 30 percent within the next year. Tactics 1. Introduce the idea to the current NVADG volunteers in the February newsletter. 2. Write a collaboration proposal to the DCBA in order to let them know the intent is to be associated with them. Budget  No cost, just NVADG labor. Evaluation Method  Count how many volunteers offer their help.

3b. Acceptance
 Answer questions and make the right communications happen between members of the DCBA and NVADG.

Public  DCBA members  NVADG volunteers Objective 1. Answer perspective questions the DCBA may have about NVADG and what the alliance could mean for them.

48

Strategy  Giving clear answers and developing a good rapport can lead to a great business and social alliance between the two nonprofits. Tactics 1. Upon contacting the NVADG via email the appropriate phone numbers will be distributed to the DCBA members. They can use these to call the NVADG and volunteers designated to answer questions. 2. Once all the questioned are answered the NVADG members can make sure the DCBA members are happy with the contact thus far and let the DCBA know they can contact them at any time with questions. Budget  No cost, just NVADG labor. Evaluation Method  Measure the reaction and happiness of DCBA after emailing.

3c. Action
 Start active business and community relationship with DCBA. Public  NVADG volunteers  Members of the DCBA  General public Objective 1. To establish an active relationship with DCBA and businesses involved, which will lead to a boost of community awareness, using the relationship as a way to boost volunteer involvement. Strategy  Actively participating in DCBA events will make more of the public aware of NVADG. Tactics 1. Table at the Thursday Night Market to draw attention to NVADG and help raise awareness; Volunteers will table every other week and use current NVADG promotional materials (pamphlets) to pass out (this will take place during the summer months). 2. Pamphlets will be on display and available to take at Downtown Chico stores. 49

3. Special events like Slice of Chico will be utilized for tabling or booths; Many Chico citizens attend this event and will be exposed to NVADG and what it does for the community. 4. The DCBA and NVADG will work together to put together a fire disaster drill held in the Chico City Plaza and will aim to bring a diverse group of Chico citizens together. Budget  There is no cost, the pamphlets will be provided by IFAW and NVADG.  NVADG labor will also be utilized. Evaluation Method  See how the relationship helps the public awareness of NVADG by gauging general awareness, website traffic, Facebook “Likes” and Twitter “Followers”.

50

Strategy and Tactics
One Idea for Equipment Storage
1. Elizabeth Beck Storage Space 1a. Awareness
 To contact Elizabeth Beck regarding available storage space. Public  Elizabeth Beck  NVADG volunteers Objective 1. Store equipment at Beck’s property. Strategy  Contact Beck through email at beckelizabethy@yahoo.com and ask her if storage space is still available within the next month. Tactics 1. Have Sandy Doolittle email Beck. 2. Use NVADG main email to contact Beck. 3. In the email, include NVADG main phone number as a way for Beck to respond other than just email. Budget  No cost, just NVADG labor. Evaluation Method  Await Beck’s response either positive or negative through email or phone.

1b. Acceptance
 Email Beck at beckelizabethy@yahoo.com. Public  Sandy Doolittle  Elizabeth Beck

51

Objective 1. To have Beck give NVADG a positive answer whether or not the storage space is still available. Strategy  Initiate communication between Beck and NVADG via email Tactics 1. Email Beck at beckelizabethy@yahoo.com. Budget  No cost, just NVADG labor. Evaluation Method  See if NVADG is able to obtain space for storage at Beck’s property.

1c. Action
 If Beck gives a positive response, start storing equipment; if the response is negative, keep looking for an available space.

Public  NVADG volunteers  Elizabeth Beck Objective 1. To store as much equipment as possible on Beck’s available property. Strategy  Use NVADG’s automobiles and/or volunteers’ automobiles to transport equipment to Beck’s property. Tactics 1. Have volunteers help load the automobiles with the equipment. 2. Ask Beck how long can NVADG store equipment in the storage. 3. Thank Beck for letting NVADG use the storage space. 4. Give free lessons to Beck on what to do in case of a disaster, and feature her on NVADG’s website, the newsletter and the NVADG Facebook page if she is approves.

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Budget  Total Budget: Gas prices varies Evaluation Method  See if NVADG was able to obtain space for storage on Beck’s property.

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Social Media
Current social media usage:
o

o

The North Valley Animal Disaster Group (NVADG) currently uses only one social network. They have a rather active presence on Facebook, but lack additional social networking platforms. https://www.facebook.com/nvadg

Analysis of the current social media - Facebook:
o

o

o

o

o

NVADG’s Facebook page only has 237 likes, leaving a lot of space for improvement. Facebook provides a good opportunity for the organization to speak and communicate directly to the community and their volunteers The profile is updated often and provides those who “Like” the page with useful information about the organization, their cause, and the upcoming events at which they will have a booth Although the page posts somewhat regularly, the posts don’t tend to be particularly engaging consistently enough to achieve the ultimate goal of having the content shared and reshared across the social networking platform NVADG would benefit from creating more engaging Facebook posts that would cause those who like the page to reshare the information, thus spreading Facebook page to a wider audience In addition to more engaging posts, the Facebook header image could be updated to a more modern, more attractive image

Social media to focus on - Twitter:
o

o

One major improvement that Dynamic PR would like to focus on is the lack of NVADG presence on the social networking/microblogging platform Twitter Dynamic PR would like to start a Twitter account (@nvadgroup) for NVADG, where they can post interesting facts about fire safety, organizational information, emergency information, and where they can retweet sister organizations and other companies who are from the local area 54

o o

o

Use the Twitter account to engage younger people involved in NVADG and continually engaging followers with the posts Use the Twitter account to actively and effectively reach a much larger audience through word of mouth networking by sharing and retweeting other posts Link Facebook and Twitter accounts together so posts take place cross platform via Facebook’s website

Why Twitter?
o

o o

Twitter and Facebook are the most popular ways to communicate on the web for social networking and microblogging so it makes sense that the organization should have a dominating presence on both networks People are constantly connected on Facebook and Twitter, and constantly receive news from these networks Twitter serves as a tool of communicating to volunteers and the community in case of a disaster, quickly and efficiently

Who Twitter will reach and why:
o

o o

In creating a Twitter presence, Dynamic PR hopes to get NVADG in touch with a younger group of participants in the local area by using platforms such a HootSuite to target a very specific audience quickly, easily, and efficiently NVADG would benefit from reaching the younger demographics since that demographic makes up a large portion of the Chico area Facebook can reach its existing older audience, while Twitter will help to reach the younger and student part of its audience

Why this market is important to NVADG:
o

o

o

o

This market should be of particular interest to NVADG because of their eagerness to help and because of the vast amount of the local population they make up. According to our research, Chico State students often volunteer or are looking for places to do volunteer work, Twitter can easily reach this audience This demographic often like to volunteer, and use experiences that organizations such as NVADG can offer as valuable resume building techniques As previously mentioned, a younger demographic of people represent a significantly large, and currently untapped, public in the within the Chico community for this particular organization. Chico State and its students can bring a vast array of skills to the organization for relatively cheap if not for free It is advised that NVADG follow and engage Chico State’s social networking platforms to get a hold of students 55

Explicit instructions on how to set up this social media:
o

o

o

Start inviting friends of friends, and invite Chico State’s community oriented organizations, akin CAVE, and animal-oriented organizations (Animal rights group, agriculture groups, etc) through Facebook and Twitter Create interesting and engaging posts that will be easily and readily shared over the networks by those who see it, thus getting the page more views The creation of a Twitter handle for prompt disaster notifications and other microblogging tactics

Samples of what will be posted, highlighted, focusing on, etc.:
o

o

o o o o o

NVADG will appoint a social media intern, who will get college credit for updating its social networking accounts. NVADG will send an email to all its volunteers requesting them to make a Twitter account, and/or to follow NVADG on Twitter Using a social media intern will allow NVADG to interact better on Facebook and Twitter, and help to tap into the online public by posting engaging and interesting posts, thus spreading the word and awareness of the organization A day by day plan for this social media usage for at least 20 days Disaster response alerts - create a protocol for warnings and status updates during disasters Retweets/reposts from other various emergency groups (IE Red Cross, etc) Retweets/reposts from other animal-related groups Retweets/reposts from local area businesses/partners

How long this social media will take to create, implement and work on:
o

Twitter accounts are time efficient and only take a few minutes to create. Given that Tweets are only 140 characters long, it wont take a large amount of time to compose a daily Tweet. Followers could be reached on the NVADG website as well as its Facebook. The Butte Humane Society could also display the Twitter link on its website.

Timeline for implementation:
o o o

A Twitter account can be created immediately Once the account has been made (refer to the how to set up a Twitter guide), the logo and information can be added in order to brand NVADG After the page is personalized, add and follow all local competitors and people/organizations NVADG is affiliated with such as;  Butte Humane Society (@buttehumane)  Cat Coalition 56

o

PAWS of Chico (@PawsofChico) Trail Blazer pet Supply (@TrailBlazerPet) Chico State (@ChicoState) Tehama Group Comm. (Chico’s PR Team) (@TehamaGroup) Chico State Career Center (@ChicoCareers) Begin composing Tweets regularly and follow the 20 day Twitter campaign to get started
    

Who will be implementing and maintaining this social media:
o

o

NVADG would benefit from having a reliable social media intern. This would be someone who could make updates on the group’s behalf. Social media internships could be an opportunity for younger volunteers who have social networking and digital experience to get involved, while benefiting the organization in a positive way NVADG would benefit because students, particularly in the journalism and public relations department, have a great grasp on social media and effective social media tactics

Cost breakdown:
o o

As far as Twitter and Facebook activity, there is no cost Using a student intern will diminish any costs for paying a social media coordinator and online community manager

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Social Networking Best Practices
#1: Answer Questions
With more and more people and volunteers participating on social networking platforms, NVADG needs to be doing much more than simply posting their own updates. NVADG must also be willing to answer questions and engage the community online in their social networking space. This type of engagement online helps to humanize the organization and helps to boost awareness and engagement.

#2: Facilitate Communication
Keep your volunteers and your followers informed by updating your information regularly and by communicating with them constantly. Make your social networks a place to go for a wealth of information about the organization.

#3: Aim for Growth
It’s about rationale. Companies and organizations that can create compelling reasons for their audiences to connect with them will succeed on the social web. Those that don’t emphasize helpfulness and relevancy will fail. Keep up the engagement online and you will gain a larger audience.

#4: Ingenuity is Memorable
Interesting, funny, creative, or engaging posts will be memorable and cause people to think of the organization. Take advantage of photos and videos, showcase your volunteers and give people a reason to engage.

#5: Share Related News
Make it a point to visit other non-profit organizations’ social networking pages whose goals align with NVADG (Red Cross, IFAW, Peta, etc). Sharing their content on NVADG’s platforms and commenting on the other organizations’ pages helps to spread the word. Most importantly, social media acts as a way to stay continually connected to your audience and volunteers. Know this, and use it as a way to further promote the cause of your organization, as well as foster the growth and awareness of it. Be professional and write clearly and concisely. Engage the audience in a friendly, prompt, and efficient manner and you’ll be well on your way to being an effective online community manager. For a more in-depth guide to effective community management for businesses and organizations, feel free to check out this website below: http://www.socialmediaexaminer.com/social-media-community-management/

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What’s Twitter and How Do I Use It?
Twitter is a social network that can provide a company or organization with a unique opportunity for conversation between you and the community, allowing you to send and receive short messages known as tweets within your Twitter community. This form of quick and efficient conversation between a company or organization and their followers is very effective. Your Twitter community (often called your twittersphere) consists of:

 People You Follow
o The first thing you do when you sign up for a Twitter handle is selecting the people you wish you follow. This is how you begin to define the community around you. It’s a good idea to follow industry leaders in your field, or local area organizations you wish to partner with. o Consider Following: @buttehumane, @RedCross, @action4IFAW

 People Who Follow You
o Those who read your tweets will decide to follow you themselves. Your followers will begin to see your posts in their feeds.

What is a ‘Tweet’?
Simply put, tweets are short, concise messages only 140 characters long, making them easy to skim through when glancing over an entire user’s feed. Tweets will usually answer questions along the lines of “What’s happening?” It might be more accurate to say that you tweet to answer the question along the lines of “What are you currently thinking about?” Twitter is like walking through a big party, and eavesdropping on conversations as you walk through the crowd, catching short bits of information here and there. You can stop (or click the link) to hear or read more about a particular interesting topic. If you like what you hear, you can RETWEET a tweet, posting it to your page and then sharing it to your followers. This concept of retweeting and resharing is what drives a digital version of word-of-mouth, one of the most effective forms of advertising.

How to Create a Twitter Account:
1. Go to http://twitter.com and click enter in the information in the “New to Twitter?” box, click “Sign up for Twitter” (we suggest the username nvadgroup) 2. Click through the buttons on the following pages, Twitter will give you a brief walkthrough further explaining the process and concept behind the Twitter page 59

3. As mentioned previously, it might be beneficial to add Twitter accounts for local area organizations such as Butte County Humane (@buttehumane), and fellow emergency/disaster groups such as Red Cross (@RedCross) and IFAW (@action4IFAW)

Social Networking Definitions:
Follow: Following someone means that you wish to have their posts show up on your main page Feed: The feed is your main page. It is a running feed of everyone you’re following and what they’re saying TinyURL: Since the numbers of characters are limited to 140 on Twitter post, web URLs can take up a lot of valuable real estate! You can use websites like http://tinurl.com to shorten the address to give you more space! Simply go to the website and past in the link you want to shorten Hashtags: Hashtags are key words that start with the pound symbol (#). #dog, #cat, #disaster, #fire are all examples of hashtags. They can be anything, and help to categorize posts by keyword for searching later

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Example Twitter Posts
Day 1 Tweet Content NVADG is now on Twitter! Make sure to like us on Facebook! http://tinyurl.com/d5aukeh

2

Want more info about NVADG? Check out http://www.nvadg.org/ Also check out our partner organization IFAW at http://tinyurl.com/c2nhqaj

3

Join NVADG at the car/dog wash this weekend! We’ll wash your car and your pooch! www.NVADG.org/carandpetwash

4

Feeling Down? Cheer up! Here’s an adorable cat video! http://tinyurl.com/d9f8at

5

Today’s fun fact, NVADG was founded in 2002! Since then, we've helped to save the lives of hundreds of animals! Thanks for great 10 years!

6

Looking to #getinvolved? Want more information about NVADG? Email us at information@nvadg.org for information about our organization!

7

Want opportunities for #communityservice? NVADG is a great organization to nail down those hours! Shoot us an email at information@nvadg.org

8

Our friends over at Butte Humane Society have a Twitter, @buttehumane! Follow them now for local area information!

9

(Retweet American Red Cross, @RedCross for cross-brand promotion) 61

10

If you are applying to volunteer with NVADG, reminded that applications are due Friday Dec. 14, 2012, emailed at information@nvadg.org

11

Tell your friends to follow NVADG on Twitter and like us on Facebook! #sharethelove! http://tinyurl.com/d5aukeh

12

(Retweet for IFAW, @action4ifaw for cross-brand promotion)

13

This adorable pup can barely keep his eyes open! Reminds us here at NVADG why we do what we do! http://www.youtube.com/watch?v=DryVmGDArTY

14

#Hungry? Don’t forget to buy your tickets to NVADG’s annual Tri-Tip feed next month! www.nvadg.org/tritipfeed/tickets

15

(Retweet for Butte Humane, @buttehumane for cross-brand promotion)

16

Looking to add to your family? Check out adoptable cats at the Chico Cat Coalition RT to #sharethelove http://www.chicocatcoalition.org/adopt

17

Think we’re just dog and cat crazy?! We say neigh to that! Big or small, we love em' all! http://www.guidehorse.com/faq_horses.htm. #Miniaturehorse

18

Feeling generous, Twitter? #Donating to NVADG is so easy! http://www.nvadg.org/index.php/donate.

19

Today’s fun fact: NVADG’s website has a photo gallery! Check out our pics today! http://nvadg.org! Share the cuteness!

20

Did ya’ll know that NVADG has an emergency Hotline? If you and your furry baby are in trouble we can let you know who to call (530)895-0000 62

Master Timeline
January:
1. Begin connection with Downtown Chico Business Association

February:
1. Quarterly Interactive Newsletter 2. Fill The Fish Bowl Event (Valentine’s Day theme)

March:
1. Establish Elizabeth Beck Storage Space agreement

April:
1. Start creating volunteer hierarchy

May:
1. Quarterly Interactive Newsletter 2. Send out volunteer hierarchy surveys

June:
1. Car and Pet Wash Event 2. Annual NVADG Picnic Day in Bidwell Park

July:
1. Fill The Fish Bowl Event (Summer theme) 2. Analyze hierarchy survey results

August:
1. Quarterly Interactive Newsletter 2. Contact schools and fire departments for educational outreach

September:
1. Send out skill set survey to volunteers

October:
1. Tri-Tip Sandwich Feed 63

November:
1. Quarterly Interactive Newsletter 2. Fill The Fish Bowl Event (Christmas theme)

December:
1. Have began educational outreach

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Individual Timelines
Fill the Fish Bowl Event Timeline
February:
    10th: Mention Fill the Fish Bowl event in quarterly newsletter 14th: Send courtesy emails to 10 locations where volunteers will be collecting donations 20th: Buy supplies to make the fish bowls more presentable and to make the signage 30th: Meet morning of event to decorate the fish bowls and create signage o At 11 a.m. start fundraising, and stop at 3 p.m.

May:
 10th: Create quarterly interactive newsletter and mention about the Fill the Fish Bowl event and send it to the volunteers

June:
 20th: Send courtesy emails to 10 locations where volunteers will be collecting donations

July:
 10th: Meet at 7 a.m. to decorate the fish bowls and create signage o At 11 a.m. start fundraising, and stop at 3 p.m.

August:
 25th: Mention Fill the Fish Bowl event in the quarterly newsletter and send it to the volunteers

October:
 20th: Send courtesy emails to 10 locations where volunteers will be collecting donations

November:
 20th: Meet morning of event to decorate the fish bowls and create signage o At 11 a.m. start fundraising, and stop at 3 p.m. 65

Car and Pet Wash Event Timeline
May:
          1st: Mention Car and Pet Wash in quarterly newsletter 2nd: Visit pet grooming business in Chico and ask them to volunteer during event 10th: Send Groomer more Information about NVADG and what they do via email. 15th: Make flyers and posters for event 16th: Get Wal-Mart Stores Inc. in in contact with NVADG via phone calls and meetings with John Maretti 17th: Visit the Chico WM and ask if it can donate a portion of its parking lot for the event 18th: Post the flyers and posters around town: pet shops, veterinarian offices, auto supply stores, car lots, and Chico State campus 20th: Buy supplies for the event: Soap, hoses, sponges, etc. 21st: Put up flyers at local Chico establishments 23rd: Put ads in radio stations like Power 102.1, Bob 92.7, KZAP 96.7, and The Wolf 95.7

June:
  3rd-5th: Make posts about event on Facebook 5th: Hold Car and Pet Wash Event

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Tri-Tip Sandwich Feed Event Timeline
May:
  5th: Call Kinder’s Meats and Deli’s manager ask if he would partner with NVADG to do the Tri-Tip Sandwich feed. Tell the manager all the details of the event 10th: Mention Tri-Tip Feed in quarterly newsletter and send it to the volunteers

August:
 10th: Mention Tri-Tip Feed in quarterly newsletter and send it to the volunteers

September:
      5th: Start creating Facebook posts weekly until the day of the event 5th: Start twitting about the event weekly until the day of the event 5th: Create a Facebook event and name it “NVADG and Kinder’s Succulent Tri-Tip Feed” 5th: Create Posters and fliers 10th: Start selling the 50 tickets 15th: Place posters at Chico State campus, shopping stores, pet supply stores and sponsors shops

October:
    5th: Advertise on Radio 5th: Put event on Chico Enterprise Record and News & Review’s online Calendar 10th: Advertise with Chico Enterprise Record and News & Review 20th: Tri-Tip Sandwich Feed

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Annual NVADG Picnic Day in Bidwell Park Timeline
May:
   Early May: Mention Picnic Day in Bidwell Park in the quarterly newsletter Mid-May: Create a Facebook event page for the event In order to manage what volunteers are bringing Late May: Message volunteers to make sure they are ready for event

June:
  Day before event: Purchase last minute supplies for picnic Day of event: Hold event at Bidwell Park

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North Valley Animal Disaster Group Budget
Three Fundraiser Budgets
1. Fill The Fish Bowl
1a. Awareness Budget

No cost, just NVADG labor.

1b. Action Budget  No cost, just NVADG labor. Total cost: $125.95 Suggested products: o Imagine Gold Drum Fish Bowl 2.5 gallons ($9.04 at Wal-Mart Stores Inc.) x10 = $90.40 o Construction Paper 200 pack ($6.29 at Staples) x1 = $6.29 o Crayola Markers 8 pack broad line ($3.49 each at Staples) x2 = $6.98 o Riverside Paper White 4-ply Poster Board 22-by-28, 25 count ($16.99 each at Staples) x1 = $16.99 o White Cotton String in Ball 400 feet. ($5.29 each at Staples) x1 = $5.29

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2. Car and Pet Wash Event
2a. Awareness Budget Total cost: $160.95   Radio ads: $18 for a 30 second ad (5 ads)= $90 100 fliers from Bidwell Design = $70.95

2b. Acceptance Budget  No cost, just NVADG labor. 2c. Action Budget Total cost: $489.75 Suggested products:  Colorite/Swan 8-by-25 all weather hose ($13.87 at Wal-Mart Stores Inc.) x8 = $112.00  Dog grooming supplies such as soaps and baths supplied by groomer volunteering  100 percent Cotton bath towels. ($72 per case at Dollar Tree) x72 = $72.00  Donated towels and washcloths from linen stores  Scrub Buddies value pack sponges. (10 pack for $1 at Dollar Tree) X20 packs= $20.00  Utility 12-Qt pail ($1 each at Dollar Tree) x36 = $36.00  Meguiars Gold Class 64 ounce car shampoo/conditioner wash ($9.99 each at O’Reily Auto Parts) x25 = 249.75  Design and print out Tickets from bigcartel.com, gold membership is free

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3. Tri-Tip Sandwich Feed Event
3a. Awareness Budget  No cost, internship credit given to Chico State interns. 3b. Acceptance Budget  Provided in Action. 3c. Action Budget Total Cost: $143.88 Suggested products:  Pacon 4-Ply Poster Board, White, 25/Carton (Wal-Mart Stores Inc.) = $14.54  HP All-In-One Printing Paper, 8-1/2 x 11, White, 500 Shts/Ream (Wal-Mart Stores Inc.) = $7.54  HP 61 Black & Tri-color Combo Inkjet Cartridge (Wal-Mart Stores Inc.) = $31.97  Crayola 10ct Fabric Markers (Wal-Mart Stores Inc.) = $3.88  Radio Ads (Mapleton Communications: KFMF-93.9, The Wolf- 95.7, KQPT- The Point 107.5, KZAP-96.7) = $15 - 20 per 60 second radio ad.  100 fliers from Bidwell Design = $70.95

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North Valley Animal Disaster Group Budget
Three Internal Relations Budgets
1. Quarterly Interactive Newsletter
1a. Awareness Budget

No cost, internship given to Chico State interns.

1b. Acceptance Budget  No cost, just NVADG labor. 1c. Action Budget  No cost, internship credit given to Chico State interns.

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2. Annual NVADG Picnic Day in Bidwell Park
2a. Awareness Budget  No cost, internship credit given to Chico State interns. 2b. Action Budget Total cost: (plus varied costs) $95.22   Suggested items: Game Supplies: o “Hello my name is” sticker tags: 100 count ($4.49 at Wal-Mart Stores Inc.) x2 = $8.98 o Sportcraft S7 Volleyball set: ball, net and rules ($12.99 at Wal-Mart Stores Inc.) x1 = $12.99 o 9’’ Round Balloons in assorted colors: 25 count ($2.39 at Wal-Mart Stores Inc.) x1 = $2.39 o Franklin Sports 9’’ Soccer Cones ($2.57 each at Wal-Mart Stores Inc.) x20 = $51.40 o Paisley Bandanas for blindfolds ($1.50 each at wholesaleforeveryone.com) x4 = $6.00 o Event Supplies: o Pacon Blank Flash Cards in assorted colors: 1,000 count ($9.97 at WalMart Stores Inc.) x1 = $9.97 o Other supplies based on what attendees aren’t bringing (varied cost) o 2 – 4 hours of organizing time o Shoebox for comment cards o Crayola Markers 8 pack broad line ($3.49 each at Staples) x1 = $3.49

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3. Create a Volunteer Hierarchy
3a. Awareness Budget  No cost, just NVADG labor. 3b. Acceptance Budget  No cost, just NVADG labor. 3c. Action Budget  No cost, just NVADG labor.

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North Valley Animal Disaster Group Budget
Three Awareness Budgets
1. Educational Outreach
1a. Awareness Budget  One volunteer to take the time to make the necessary calls (3-4 hours). 1b. Acceptance Budget  No cost, just NVADG labor. 1c. Action Budget  Creating presentation.  10+ hours of volunteer time to discuss, develop and perfect presentation.  Carrying out assemblies.  Gas for the NVADG truck and/or volunteers’ cars (varies).  1-2 hours of volunteer time for each assembly.

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2. Increase Social Networking Awareness
2a. Awareness Budget  No cost, internship credit given to Chico State interns. 2b. Acceptance Budget  No cost, just NVADG labor. 2c. Action Budget  No cost, internship credit given to Chico State interns.

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3. Connecting with Downtown Chico Business Association (DCBA)
3a. Awareness Budget  No cost, just NVADG labor. 3b. Acceptance Budget  No cost, just NVADG labor.

3c. Action Budget  There is no cost, the pamphlets will be provided by IFAW and NVADG.

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North Valley Animal Disaster Group Budget
One Storage Budget
1. Elizabeth Beck Storage Space
1a. Awareness Budget  No cost, just NVADG labor. 1b. Acceptance Budget  No cost, just NVADG labor. 1c. Action Budget Total Budget: Varying costs

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North Valley Animal Disaster Group Budget
Total Expenses for All Tactics
Fill In the Fish Bowl: $125.95 Car and Pet Carwash: $650.70 Tri-Tip Sandwich Feed: $143.88 Quarterly Interactive Newsletter: $0 Annual NVADG Picnic Day in Bidwell Park: $95.22 Create Volunteer Hierarchy: $0 Educational Outreach: $3.49 per gallon (may vary) Social Networking Awareness and Integration: $0 Connecting with Downtown Chico Business Association (DCBA): $0 Elizabeth Beck Storage Space: varying cost

Total Cost: $851.87

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Evaluation
The tactics presented in this plan book form an overall cohesive plan of addressing all four needs of the North Valley Animal Disaster Group for the year of 2013. These steps guide the NVADG with material and items to meet their needs of fundraising, volunteer involvement, community presence and storage space. Each tactic has an evaluation method that can be utilized for the execution of ideas to be successful.

1. Fill the Fish Bowl Event 1a. Awareness

To create awareness regarding a “Fill the Fish Bowl” fundraiser via newsletter.

Evaluation Method  Count how many volunteers sign up.

1b. Acceptance

To have volunteers inquire more information about volunteering at the event.

Evaluation Method  Count how many volunteers find interest in the event and want to be involved.

1c. Action
 

Creating decorative visuals and signage that will catch the attention of people passing by the day of the event. Produce a successful event.

Evaluation Method  Count the total amount of donations received per fundraiser.

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2. Car and Pet Wash Event 2a. Awareness
 Create awareness for the car and pet wash fundraiser within both internal and external publics.

Evaluation Method  Monitor the success of radio ads and community calendars and keep track of how many volunteers sign up to help.

2b. Acceptance
 Further inform interested parties about the event. Evaluation Method  See if groomer and Wal-Mart Stores Inc. show interest in NVADG’s cause.

2c. Action
 To purchase the supplies and hold a successful and well executed car and pet wash.

Evaluation Method  Count the total monetary funds raised at the car and pet wash.

3. Tri-Tip Sandwich Feed Event 3a. Awareness
 To create awareness of the collaborative Tri-Tip Sandwich Feed Event NVADG will host with Kinder’s Meats and Deli to the general population and NVADG volunteers.

Evaluation Method  Count the number of likes, mentions and reposts the Tri-Tip Sandwich Feed gets on social media.  Count how many volunteers sign up.

3b. Acceptance
 Be prepared to partner with Kinder’s Meats and Deli and have information available about the event.

Evaluation Method  Kinder’s Meats and Deli agrees to collaborate with NVADG to make the TripTip Sandwich Feed possible. 81

Count how many volunteers sign up to help.

3c. Action
 Have volunteers presell 50 tickets at $10 each with the goal of getting 25 percent of the current volunteers working the event with the aim to raise $1,000 prior to splitting profit with Kinder’s Meats and Deli.

Evaluation Method  Count the money to see if the goal of $1,000 was fulfilled prior to splitting costs with Kinder’s Meats and Deli.  Count the number of tickets sold by volunteers.

1. Quarterly Interactive Newsletter 1a. Awareness
 To make NVADG news, events and updates available to 100 percent of volunteers who use email via a quarterly interactive newsletter sent out to registered volunteers.

Evaluation Method  Measure the number of people in attendance at fundraising events.  After two newsletters are produced, send out a survey to current volunteers inquiring about the effectiveness of the newsletters, and ask current volunteers if the quarterly newsletter was informative, helpful, and/or interesting.

1b. Acceptance
 Register for Constant Contact account and have interns begin creating a template with news stories and information to be sent out to current volunteers.

Evaluation Method  Verify that ConstantContact.com account was created and that work has begun on the newsletter four to five weeks prior to the newsletter run date.

1c. Action
 The exposure to NVADG problems and events coupled with the user-friendly newsletter will bring at least 20 percent of the volunteers that receive it to donate, respond or attend fundraisers within the first quarter who otherwise wouldn’t have done so.

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Evaluation Method  Survey those members who were members prior to, and after the implementation of a regularly sent newsletter and inquire about whether or not the newsletter helped keep them informed about issues as they related to the organization.

2. Annual NVADG Picnic Day in Bidwell Park 2a. Awareness
 To notify 100 percent of the NVADG volunteers of the annual Picnic Day in the May newsletter and promote on social networking platforms.

Evaluation Method  Count how many hits the Facebook event page totaled.  Count how many volunteers agreed to attend and posted on the Facebook wall saying what they would bring and/or what activities they enjoy.

2b. Acceptance
 To make further information about the picnic available to interested members and begin a list of what people will bring to the potluck a month before the event.

Evaluation Method  Count how many people respond to Facebook posts.  Keep updated list of food and supplies that NVADG volunteers are bringing.

2c. Action
 Involving 50 percent of NVADG volunteers in a potluck-structured Picnic Day in Bidwell Park once a year to get to know each other and do team building exercises.

Evaluation Method  Count how many volunteers attended.  Read comment cards for general feel of the event.

3. Create a Volunteer Hierarchy 3a. Awareness
 To raise volunteer effectiveness by 80 percent by dividing active and non-active volunteers.

83

Evaluation Method  Count how many volunteers return completed surveys and show interest in helping during the off season.

3b. Acceptance
 Be prepared to inform volunteers who ask what being an “active” volunteer may entail and how they can get in a higher position within the volunteer hierarchy.

Evaluation Method  Count how many volunteers find interest in the hierarchy.

3c. Action
 Create requirements and form committees for different tasks that the organization needs fulfilled, with each tier of the hierarchy requiring more hours of volunteer work in order to become a qualified member of said tier (this would go into action fully within a year).

Evaluation Method  Count how many volunteers become qualified and how the organization is benefitting from the reconstruction of the volunteer program.

1. Educational Outreach 1a. Awareness
 Partner with local fire departments to construct a fire safety assembly to be presented at K-8 schools around the area NVADG serves.

Evaluation Method  Count how many of the schools contacted replied with interest.  Count how many fire stations replied with interest.

1b. Acceptance
 To get more information to schools and fire stations interested in the assembly as well as NVADG volunteers willing to develop and present it.

Evaluation Method  Count how many schools, fire stations and NVADG members commit to assembly.

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1c. Action
 To create a presentation within the next year to be performed at no less than 30 percent of the area’s K-8 schools’ fire safety/emergency preparedness assemblies.

Evaluation Method  Request feedback from school administrators and teachers to gauge how successful the assemblies were and how interested the students were.  Count how many schools invite NVADG back.

2. Increase Social Networking Awareness 2a. Awareness
 To boost online presence and engage 100 percent of the current social networking users in a friendly and professional manner on topics pertaining to the organization including news, fire warnings, fundraising opportunities, facts, etc.

Evaluation Method  Monitor the number of “Likes” on the Facebook page and check the growth.  Monitor the number of “Followers” on the Twitter account and check the growth.

2b. Acceptance

Place a social media intern in charge of maintaining the social networks for the organization.

Evaluation Method  Gauge the number of “Likes” and “Followers” on Twitter.

2c. Action
 Implementation and utilization of a “Social Networking Best Practices” that is included in the social media chapter of this book (page 58), including but not limited to, information on the creation of a Twitter account handle and ideas for regular social media engagement and online community management that aims to boost volunteer and organization engagement.

Evaluation Method  Compare before and after “Likes” on Facebook, as well as looking at the amount of “Followers” on Twitter to see how many NVADG has gained during the course of the first four months. 85

3. Connecting with Downtown Chico Business Association (DCBA) 3a. Awareness
 To make DCBA aware of NVADG and what it does. Evaluation Method  Count how many volunteers offer their help.

3b. Acceptance
 Answer questions and make the right communications happen between members of the DCBA and NVADG.

Evaluation Method  Measure the reaction and happiness of DCBA after emailing.

3c. Action
 Start active business and community relationship with DCBA. Evaluation Method  See how the relationship helps the public awareness of NVADG by gauging general awareness, website traffic, Facebook “Likes” and Twitter “Followers”.

1. Elizabeth Beck Storage Space 1a. Awareness
 Contact Elizabeth Beck regarding available storage space. Evaluation Method  Await Beck’s response either positive or negative through email or phone.

1b. Acceptance
 Email Beck at beckelizabethy@yahoo.com. Evaluation Method  See if NVADG is able to obtain space for storage on Beck’s property.

1c. Action
 If Beck gives a positive response, start storing equipment; if the response is negative, keep looking for an available space.

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Evaluation Method  See if NVADG was able to obtain space for storage on Beck’s property.

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Meet Dynamic Public Relations
Nicole Walker Account Executive
Nicole Walker is a senior at Chico State studying journalism with the double option in public relations and news editorial, and a minor in women’s studies. Walker has worked at the Student Life and Leadership Center for two years, where she was promoted from front desk staff to a Para-Professional for the Student Life and Leadership. Walker is an intern with Cubanabooks Press, DiFY Productions and a Northern California representative for the Multiple Sclerosis Society. In her free time, Walker enjoys indoor cycling, music, traveling and fashion.

Cassidy Gooding Media Director
Cassidy Gooding is from a small town in the East Bay Area, and bounced around from San Francisco State to Contra Costa College before settling into the public relations program at Chico State. After graduating in May 2013, she hopes to make the leap to Los Angeles and find a job on a public relations firm. Eventually, her plan is to pursue political campaign public relations.

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Patricia Brogdon Research Director
Patricia Brogdon is a native resident of the Northern California area. She is currently majoring in public relations at Chico State with a minor in English literature. Brogdon’s specialty is in entertainment as well as animal rights public relations. In the future she hopes to work in public relations for the San Diego Zoo, Miami Sea Aquarium, or NBC Universal.

Miguel Rocha Editorial Director
Miguel Rocha was unsure what he wanted to do when he arrived to Chico State. One day he picked up The Orion and instantly knew it was his destiny to write for a newspaper. And so he did. It is his third semester being part of The Orion. Rocha is majoring in journalism with both options of news editorial and public relations, with a minor in creative writing. His plans after graduating from Chico State are to attend graduate school. Rocha found his passion in writing and communications in general, and he loves his major.

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Jonathan Menager Production Director
For as long as he can remember, Jon Menager always loved to write. It wasn’t until his first journalism class at Moorpark College that he really began to think of turning writing into a career. He is currently attending Chico State for his second and final year. When he is not spending time studying, he can often be found working on campus for Tehama Group Communications, the university’s onsite public relations firm. On his free time, he enjoys writing blog pieces for his personal website, web design, and shooting photography.

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Appendix Section A-F Appendix A:
Media List

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Appendix B:
Contact Lists

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Appendix C:
Team Building Exercises

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Appendix D:
Style Guides

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Appendix E:
Sample Newsletter Blurbs

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Appendix F:
Group Budget

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