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Cross-Lines Community

Outreach, Inc.
Funding Plans Book

Red
Communications, INC.

It Takes A Team To Defeat Poverty.

Meet Our Team:


Ali Henderson

Hometown: Olathe, Kansas


Position: Senior
Specialty: Advertising

Sara Johnson

Hometown: Overland Park, Kansas


Position: Senior
Specialty: Communications, Public Relations

Meghan McCauley

Hometown: Naperville, Illinois


Position: Senior
Specialty: Public Relations, Sales

Melissa Morris

Hometown: Halstead, Kansas


Position: Senior
Specialty: Advertising, Marketing, Public
Relations, Sales

Lindsay Santee

Hometown: Overland Park, Kansas


Position: Senior
Specialty: Public Relations, Sales

Amanda Santos

Hometown: Kansas City, Kansas


Position: Senior
Specialty: Advertising, Marketing
3

It Takes a Team
To Defeat
Poverty

EXECUTIVE SUMMARY:
Red Communications, Inc. created this strategic campaigns plans book. It is a strategic campaign for Cross-Lines
Community Outreach, Inc., which is located in Kansas City, Kansas.
The Problem
Through primary and secondary research, Red Communications, Inc. found that Cross-Lines Community
Outreach, Inc.s major problems included:

The Problem

Lack of brand awareness


Lack of utilization of technology
Lack of advertising and promotions

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

Our Goal

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

To increase Cross-Lines advertising and promotions by using a spokesperson. The first objective of our
strategic campaign is to utilize Will Shields, former Kansas City Chief, as a spokesperson. He has agreed to
make appearances in radio and print advertisements for Cross-Lines Community Outreach, Inc. He also agreed
to make appearances at Cross-Lines Community Outreach, Inc.s events.

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

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


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

Ultimately, this campaign will be successful if Cross-Lines Community Outreach, Inc. receives an increase in
donations by $200,000 or more by January 31, 2012.
4

Our Campaign

TABLE OF CONTENTS
1) List of Figures and tables.. 6
2) Situation Analysis. 7
3) SWOT Analysis36
4) Strategic Plan.. 38
5) Creative Plan. 43
6) Media Plan. 61
7) Timeline. 81
8) Budget........ 94
9) Evaluation. 96
10) References. 98
5

FIGURES AND TABLES


Figure 1 ......................................... 9
Figure 2 ........................................ 9
Figure 3 ........................................ 13
Figure 4 ........................................ 16
Figure 5 ........................................ 16
Figure 6 ........................................ 16
Figure 7 ........................................ 19
Figure 8 ........................................ 20-21
Figure 9 ........................................ 27
Figure 10 ....................................... 28
Figure 11 ........................................ 30
Figure 12 ....................................... 31
Figure 13 ....................................... 31
Figure 14 ....................................... 33
Figure 15 ....................................... 35
6

Situation
Analysis

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

Problem
Identification:

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

2) Donations

Brand Image

The biggest problem to address is the lack of general awareness of Cross-Lines


Community Outreach, Inc. throughout the Kansas City community. Cross-Lines Community
Outreach, Inc. needs to develop a brand image to separate itself from all other nonprofit
organizations and charities in the Kansas City area. Developing a brand that highlights the
organizations mission and most important features is necessary to give Cross-Lines
Community Outreach, Inc. top-of-mind awareness and a recognizable, memorable brand to
the communities throughout Kansas City. A creative strategic campaign must focus on
creating a brand image that focuses on a unique selling point that sets Cross-Lines
Community Outreach, Inc. apart from similar nonprofit organizations (Lindbeck & Swartwood,
2010).
Cross-Lines Community Outreach, Inc. also lacks a presence in the community and
online. The brand needs to be consistent in traditional media, as well as on its website and
social media sites. Currently, the Cross-Lines Community Outreach, Inc. brand is associated
with religious affiliations, which support the majority of the organizations funding (Lindbeck &
Swartwood, 2010).

Donations

One goal of Cross-Lines Community Outreach, Inc.s staff is to increase annual


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

Figure 1: Top Three Monetary Donations During 2006-2008

Fiscal Year

2008

2007

2006

Top Funding Source & Dollar Amount

Hall Family Foundation

Hall Family
Foundation

Sunderland Family
Fund

$100,000

$50,000

Individual donor

Individual donor

$50,000

$35,000

Sunderland Family
Foundation

byline
Anonymous
donor

Capital Federal
Foundation

$25,000

$25,000

$15,900

$50,000

Second Highest Funding Source & Dollar


Amount

James Neal Miller Family


Trust
$39,535

Third Highest Funding Source & Dollar


Amount

FIGURE 1
Figure 1

Lorem Ipsum

Figure 2: Annual Financial Data From 2006-2008

Fiscal Year

2008

2007

2006

Program Expense

$657,441

$562,995

$619,131

Administration Expense

$222,512

$212,556

$205,210

Fundraising Expense

$80,939

$30,539

$30,645

Payments to Affiliates

$0

$0

$0

Total Revenue/Total Expenses

0.98

1.06

0.97

Program Expense/Total Expenses

68%

70%

72%

Fundraising Expense/Contributed Revenue

14%

5%

5%

Figures 1 and 2 were found in a document produced by the Greater Kansas City
Community Foundation (Greater Kansas City Community Foundation, 2010).
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FIGURE 2
In Figure 2, the data
show that in 2008,
expenses for the year
exceeded total
revenue for that year.
As a result, Cross-Lines
Community
Outreach, Inc. must
find a way to increase
revenue in order to
build financial
stability. If total
revenue continues to
be less than total
expenses, the
organization will not
be able to function
properly.

Figure 2

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

Problem
Identification:
3) Lack of utilization of
technology

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

Client Information
Cross-Lines Mission Statement
Provide people affected by poverty with basic services and opportunities that
encourage self-confidence and self-sufficiency. Over the past 45-plus years, Cross-Lines
Community Outreach, Inc. has eased the sting of poverty for thousands of people and
helped them return to a life a self-sufficiency. They come from all walks of life. Some are well
educated. Some are not. Some are homeless. Some are not. Some are between jobs,
while others have disabilities that contribute to their lack of employment. They are men,
women and families who have one thing in common: They need help and they need hope.
Cross-Lines Community Outreach, Inc.s services and programs assist an individual or family as
they get over the hump and move forward with their lives, (Greater Kansas City
Community Foundation, 2010).
Cross-Lines Vision Statement
All people in Wyandotte County are empowered to meet their own needs without the
reliance on social services, (Greater Kansas City Community Foundation, 2010).

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Who They Are


Cross-Lines Community Outreach, Inc. is a nonprofit organization that offers resources
to individuals and families affected by poverty and provides the means for them to rebuild
financial stability. The organization depends on fundraising, donations and grants to provide
resources to people in the Kansas City area.
Pop Kanoki established Cross-Lines Community Outreach, Inc. in 1963, and the
organization was incorporated in 1965 (Greater Kansas City Community Foundation, 2010).
Cross-Lines Community Outreach, Inc. was originally faith-based and gained support from
churches and preachers. The name Cross-Lines Community Outreach, Inc. refers to the
racial tension surrounding the Kansas and Missouri state line during the 1960s. The name
describes the effort to erase the barriers between the two states. Since the organization was
established, its goal has been to provide assistance to those within the community who are at
risk of becoming homeless or experiencing the effects of poverty. Aid to the community
includes emergency assistance, hunger relief and provision of discounted household items, as
well as specialty programs for events such as holidays and annual school events (Cross-Lines
Community Outreach, Inc.).

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

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The Cross-Lines Community Outreach, Inc. campus houses a thrift store that provides
donated household items and clothes at discounted prices. Household items for purchase
include large appliances, such as washing machines and dryers, computers, furniture,
automobiles, house wares and kitchen appliances (Cross-Lines Community Outreach, Inc.). All
proceeds from the thrift store go to the funding of the organizations various programs and
operating costs. The thrift store is open from 9 a.m. until 4:30 p.m. Monday through Thursday. It is
open on Fridays until 4 p.m. and Saturdays until 3 p.m. The thrift store is closed on Sundays
(Cross-Lines Community Outreach, Inc.).
The emergency assistance program, which requires the most funding, provides temporary
relief for its clients, such as rent and utility assistance, laundry services and shower facilities. The
emergency assistance program also offers free clean clothing, basic medicines and
Homelessness Prevention and Rapid Re-Housing Program (HPRP) assistance (Cross-Lines
Community Outreach, Inc.). The organization can also provide referrals for services not offered
by Cross-Lines Community Outreach, Inc. (Greater Kansas City Community Foundation, 2010).
Emergency Service Funds Success:
Provided $44,252 in rent and utility assistance in the 2008 calendar year
Provided 4,544 showers and 1,422 loads of laundry to the homeless during the 2008
calendar year
Provided 1,755 low-income, school-age children with new school supplies for the
2009/2010 school year
Provided more than 512 families with Christmas gifts and food in 2008
Provided 1,167 individuals with clothes for themselves and their families in 2008
Additionally, Cross-Lines Community Outreach, Inc. provides annual programs, or highlight
programs, to support individuals and families at times during the year that impose financial stress.
Programs include:

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

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

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

In addition, Cross-Lines Community Outreach, Inc. began an education and outreach


program in July of 2009. The program is intended to help families develop behaviors and
habits that will provide them with tools for personal success. The program aims to improve
employment skills, budgeting, parenting and relationship development skills (Greater Kansas
City Community Foundation, 2010).
Cross-Lines Community Outreach, Inc. also began a nutrition class on September 29,
2010. Its purpose is to teach its clients about nutrition and how to save money when buying
groceries. The program is child-friendly and each family receives a grocery bag of groceries
per week. The organization will also provide a financial budgeting class that will be available
in Spanish, as well as English.
Funding
Cross-Lines Community Outreach, Inc. depends on donations alone to operate. These
contributions support 100 percent of the organizations approximate $1.2 million annual
budget. Commodities are not included in the budget and there are no insurance
reimbursements.
Figure 3: Average Annual Sources of Contributions

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

13

Cross-Lines Community Outreach, Inc. harvests its own garden for food provisions. The
garden yields approximately 4,000 pounds of food per year.
The majority of financial donations come from the faith-based community. Cross-Lines
Community Outreach, Inc. currently receives donations from approximately 12 churches in
the Kansas City area. Cross-Lines Community Outreach, Inc. dedicates time to speaking at
churches to seek donations, as well as find volunteers. The organization depends heavily on
volunteers to help organize its programs and fundraisers. Cross-Lines Community Outreach,
Inc.s database includes approximately 1,200 total volunteers. Volunteers assist in preparing
newsletters, sacking groceries, delivering commodities, serving lunches at the annex,
performing home repairs, and organizing and participating in fundraisers. (Cross-Lines
Community Outreach, Inc.).

Fundraisers are held periodically throughout the year. They include:


-Spring Dig: An annual plant sale that brings in an average of $10,000 each year.
-Annual Dinner Gala: This fundraiser is the most important fundraiser of the year. The
formal event includes a silent auction, as well as a live auction, and hosts
approximately 300 guests. The event is usually held at Lake Quivira Country Club and
takes place in the falll of this year. In 2010, the event was sponsored by True North
Hotel Group (platinum level), SP&J-LLC (gold level), M&I Wealth Asset Management
(silver level), Capital Federal Foundation (silver level), Wyandotte Economic
Development Council (bronze level) and First State Bank of Kansas City (bronze level)
(Cross-Lines Community Outreach, Inc.).
Individuals and families can donate by mail or online on its website. Individuals can also
donate indirectly through the Round-It-Up America program, available at local Yard House
restaurants. These donations are distributed to Kansas charities, and Cross-Lines Community
Outreach, Inc. receives a portion of these contributions (Cross-Lines Community Outreach,
Inc.). The majority of the organizations expenses are put toward its programs. Other expenses
include administration and fundraising (Greater Kansas City Community Foundation, 2010).

14

Economic Environment

National Industry Overview


The nonprofit organizations industry in the United States includes more than 1.4 million
organizations with combined annual revenue of more than $1 trillion. The nonprofit industry is
highly concentrated; nonprofits that make more than $100 million account for less than 1
percent of all firms, but earn more than 60 percent of industry revenue. Major industries
included are Goodwill Industries, Ascension Health, the American Cancer Society, New York
University and the Bill & Melinda Gates Foundation (Hoovers). The Switzerland-based Red
Cross and YMCA are also key players in the industry (GlobalEDGE).
Charitable foundation giving in the United States declined 8 percent in 2009, which is
the largest decrease since tracking began in 1975 (Hoovers).
Nonprofit organizations belong to a bigger industry called public services. These
programs or agencies can be operated at the federal, state, or local level, and are usually
funded through the collection of taxes or via donations from interested parties
(GlobalEDGE).
Local Industry Overview
A 2009 report on Kansas City nonprofits showed that there were 8,010 Kansas City
public charity nonprofits (501c3s) registered with the IRS at the end of 2008. About 41 percent
of these organizations, or 3,318, had revenues of at least $25,000 per year. The same report
showed that Kansas City nonprofits increased annual revenue by more than 2 percent and
assets increased by more than 6 percent from 2008 to 2009. The nonprofit sector now includes
13.4 percent of the regions economy (Midwest Center for Nonprofit Leadership, 2009).

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Figure 4: Nonprofits as Part of the Kansas City Economy

FIGURE 4



Figure 5: Metro Area Nonprofit Sector Comparison

FIGURE 5

FIGURE 6

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

These charts show where


nonprofits fit into the
Kansas City economy,
where Kansas City
compares to other major
cities in regard to
nonprofit sectors, and
2007 metro area
foundation statistics
(Midwest Center for
Nonprofit Leadership,
2009).
16

Compared to other nonprofit sectors, Kansas City has a low number of nonprofit
organizations. However, Kansas City residents are still willing to donate. In 2009, Kansas City
nonprofit organizations brought in revenue totaling more than $13.5 billion. Kansas City metro
citizens are highly engaged and appear to be willing to fund improvements that address what
they consider to be top issues (Mid-America Regional Council).
Political Situation
Form 990:
The Form 990, also known as the Return of Organization Exempt Form Income Tax, must
be filed each year with the Internal Revenue Service (IRS) by organizations that are exempt from
federal income taxes and who normally (average of three tax years) have an income of more
than $25,000 a year.
The Form 990 is the main IRS reporting form for nonprofits and the basic component of the
annual report. It provides information that assist government agencies in enforcing the laws that
govern nonprofits. The Form 990 also provides detailed financial information about the
organizations financial condition, financial strengths and weaknesses, and sources of income.
The Form 990 is becoming a more public document with companies beginning to post
their Form 990s on their websites. Organizations are also required to show the Form 990 to
anyone who requests to see one (How to Read the IRS Form 990 & Find Out What it Means,
2006).
501(c)(3) Tax Exempt Filing
In order for a nonprofit organization to qualify for 501(c)(3) federal tax-exempt status
(sometimes also known as 503(c)), it is required to file Form 1023 to the IRS. Once the IRS
approves the tax-exemption, the donations made to the organization are tax deductable and
the corporation is tax-exempt.
Religious organizations, educational institutions, recreational clubs and other groups can
also seek 501(c)(3) status.

17

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


Donors can make donations and receive a tax deduction. It is common for donors to refuse
to offer funding if they know that they will not receive a tax deduction.
The organization is qualified to receive private and public grant money.
A tax-exempt organization can save money on lower postage rates for corporate mailings.
A tax-exempt organization is exempt from paying federal income taxes and state taxes.
(Starting a Nonprofit Corporation, 2009) (How 503c Organization Works for Nonprofits, 2009)

Situation
Government Deficit:
Unlike state and local governments, the federal government is not required to keep
balanced budgets. This has created a large deficit for the United States and as a result the
government must cut back on unnecessary public services. This is a major problem for the
nonprofit industry because the demand for public services is continuing to grow at a rapid rate
(GlobalEDGE). The national deficit is currently at more than $13.4 trillion. The U.S. Treasury
Department reported that it expects the U.S. debt to rise to $19.6 trillion by 2015 (Federal Budget
Spending and the National Debt).
Unemployment:
According to the U.S. Bureau of Labor Statistics, as of August 2010, Kansas unemployment
rate was at 6.6 percent. Missouris unemployment rate was at 9.3 percent, and the national
unemployment rate was at 9.6 percent. The acceptable unemployment rate is 4 percent (U.S.
Bureau of Labor Statistics).
Income:
In 2008, the median household income in Kansas was $50,174. The median household
income for Missouri was $46,847. The national median household income in 2008 was $52,029 (U.S.
Census Bureau). Compared with the national median household income, the median household
income in Kansas was slightly lower.

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Poverty
In 2008, 11.3 percent of Kansas residents were considered below the poverty level. The same
year, 13.5 percent of Missouri residents were below the poverty level. The average number of
people below the national poverty level was 13.2 percent in 2008 and increased to 14.3 percent in
2009 (U.S. Census Bureau).
A graph from citydata.com compares Kansas Citys 2007 poverty level to the state of Kansas:
Figure 7: Residents with income below the poverty level in 2007
Kansas City:

21.6%

Whole state:

11.2%

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

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Figure 7

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

FIGURE 8

People of All Ages in Poverty


90% Confidence Interval

The data show that the


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

Estimate

Lower Bound

Upper Bound

Missouri

774,937

760,251

789,624

Bates

2,746

2,196

3,296

Caldwell

1,333

1,089

1,576

Cass

7,047

5,740

8,353

Clay

15,670

13,149

18,191

Clinton

2,162

1,756

2,569

Jackson

94,390

87,330

101,450

Johnson

6,271

5,117

7,425

Lafayette

4,191

3,464

4,919

Platte

5,657

4,659

6,655

20

Ray

2,261

1,823

2,698

Kansas

307,804

298,971

316,637

Atchison

2,114

1,696

2,532

Douglas

18,815

16,176

21,454

Franklin

2,536

2,054

3,018

Johnson

24,255

20,696

27,814

Leavenworth

5,616

4,556

6,677

Linn

1,121

895

1,347

Miami

2,272

1,812

2,733

Wyandotte

29,188

25,492

32,884

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FIGURE 8
(continued)
The data show that the
government deficit,
unemployment rates
and poverty rates are all
increasing, which is
rationale for more
awareness and funding
for Cross-Lines
Community Outreach,
Inc. so that Cross-Lines
Community Outreach,
Inc. can better serve its
clients.

Competitive Environment
Direct Competition
Direct competitors include organizations or entities that provide the same or similar
services to those offered by Cross-Lines Community Outreach, Inc.
Catholic Charities of Kansas City St. Joseph Inc.
Overview: The Catholic Charities of Kansas City St. Joseph Inc. seeks to improve the
community by providing a vast array of resources. It provides assistance with food, shelter
and utilities to those in need. It protects children through adoptions, foster care, an afterschool program, counseling parent education and services to pregnant women. It
strengthens families and the larger community through family counseling, financial education
and services for young families. It provides support to people with disabilities and mental
illnesses through in-home care, mental health services and a ministry that focuses on people
with disabilities. It assists elderly people with a variety of health and basic needs programs. It is
well known for its outreach and advocacy, specifically its Hispanic outreach (Catholic
Charities of Kansas City - St. Joseph Inc.).
Focus: The Catholic Charities of Kansas City St. Joseph Inc. focuses on doing the work
of the Gospel by providing food, shelter, utilities and programs to improve the community
(Catholic Charities of Kansas City - St. Joseph Inc.).
City Union Mission
Overview: City Union Mission is an Evangelical Christian ministry based in the Kansas
City metro. It feeds homeless and underprivileged people in the metro. It provides
emergency housing in the forms of a mens shelter and a women/family shelter. City Union
Mission is the only charity in the metro with infirmary beds for the sick or injured. Basic medical
services are provided by the organization. It has a Learning Center where people can earn
GEDs or build their skills for job hunting. It also holds after-school programs, which include
tutoring and activities for children (City Union Mission, 2010).
Focus: City Union Mission focuses on breaking the cycle of poverty, homelessness and
dependence on government assistance (City Union Mission, 2010).
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Goodwill Industries
Overview: Goodwill Industries serves eastern Kansas and western Missouri. This organization
operates stores in the region that sell donated items at extremely low prices. The low prices assist
people in the community by helping them afford clothing and household goods. Goodwill also
employs people with disabilities at its stores. Goodwill provides training for its employees to
increase their personal growth and self-sufficiency (Goodwill Industries, 2008-2009).
Focus: Goodwill focuses on increasing the self-sufficiency of community members. The
ultimate goal is helping them become stable wage earners, so that they no longer have to rely on
charities for basic needs (Goodwill Industries, 2008-2009).
Harvesters Community Food Network
Overview: Harvesters Community Food Network provides food to those in need in the
community. Harvesters collects food and household items through donations from individuals,
other organizations and companies. It uses a network of nonprofit organizations to distribute food
to individuals in need throughout the community. Volunteers run the majority of the operations of
this organization. The organization also educates the community about the reality of hunger in the
U.S. (Harvesters - The Community Food Network, 2010).
Focus: Harvesters focuses on feeding those in need and educating the rest of the
community about the issue of hunger in the U.S (Harvesters - The Community Food Network, 2010).
The Salvation Army of the United States of America
Overview: The Salvation Army of the United States is a Christian-based charity that executes
a variety of functions to improve communities. The Salvation Army is best known for its Christmas
Charity represented by the famous red kettles and angel trees. This program provides food and
gifts for those in need. It provides disaster relief to communities affected by natural or man-made
disasters. It assists with the rehabilitation of prisoners and assists with drug and alcohol
rehabilitation. The organization operates youth centers and camps through its ministries. It also
operates programs to fight human trafficking (The Salvation Army of the United States of America,
2000-2009).

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Focus: The Salvation Army focuses on improving the world by spreading the word of God to
people in need (The Salvation
Indirect Competition
Indirect competitors include organizations or entities that seek donations and/or volunteers
in order to improve the community in some form. These entities have the likelihood of competing
with Cross-Lines Community Outreach, Inc. for donations and/or volunteers, despite providing
different services than Cross-Lines Community Outreach, Inc.

American Red Cross Greater Kansas City Chapter


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

Habitat for Humanity Kansas City


Overview: Habitat for Humanity Kansas City constructs homes for people in need. The homes
are sold to the people in need at-cost. Volunteers do most of the construction and are assisted by
the people planning to buy the house once it is completed (Habitat for Humanity Kansas City).
Focus: Habitat for Humanity Kansas City focuses on providing home ownership to people
who would not be able to experience it otherwise (Habitat for Humanity Kansas City).

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Make-A-Wish Foundation Missouri Chapter


Overview: Make-A-Wish Foundation Missouri Chapter fulfills the wishes of children with lifethreatening medical conditions. The wishes can be anything from objects to trips to job shadowing
famous people. The wishes are used to help a child focus on something other than his or her
medical conditions (Make-A-Wish Foundation, 2010). The organization seeks to create a
memorable experience for children despite their medical conditions.
Focus: Make-A-Wish Foundation Missouri Chapter focuses on enriching the lives of children
with life-threatening medical conditions through extraordinary things and experiences (Make-AWish Foundation, 2010).
Ronald McDonald House Charities Kansas City
Overview: Ronald McDonald House Charities Kansas City provides assistance to seriously ill
or injured children and their families. It provides housing for the children and their families near to
treatment facilities. It assists families financially with expenses related to seeking medical
treatment. The housing facilities operated by the organization provide an environment of
normalcy for children and their families (Ronald McDonald House Charities, 2007).
Focus: Ronald McDonald House Charities Kansas City focuses on lessening the impact of
illness and injury on children and their families (Ronald McDonald House Charities, 2007).

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Audience Analysis
Top 4 audiences we are targeting in our strategic campaign.
Businesses and Corporations
Businesses and corporations want to invest in the communities to which they belong, not just
donate. They are also expected by the community to be socially conscious.

About Corporate Giving

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

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

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

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

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

Corporate giving in Kansas City

Based on Kansas City nonprofit organization survey responses, companies gave an


estimated $150 million in 2007 (The Center on Philanthropy at Indiana University, 2009).
Corporations accounted for approximately 10 percent of all donations to Kansas City-area
nonprofit organizations in 2007 (The Center on Philanthropy at Indiana University, 2009).
In 2007, approximately 45 percent of charities in Kansas City received at least one corporate
gift or corporate foundation grant (The Center on Philanthropy at Indiana University, 2009).
26

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

Nearly 41 percent of reported corporate gifts and grants to nonprofits were between $2,500
and $4,999 (The Center on Philanthropy at Indiana University, 2009)

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

FIGURE 9
The Center on
Philanthropy at
Indiana University,
2009)
Total
corporate giving
as a share of all
donations was at
or near 20
percent,
regardless of the

(The Center on Philanthropy at Indiana University, 2009)

size of the
nonprofit
organization.

27

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

(Percentage of total grant dollars)

FIGURE 10


(The Center on Philanthropy at Indiana University, 2009)

28


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

Faith-Based Organizations
Studies have shown a strong link between religious practice and charitable giving.
Nationally, Americans who regularly attend church services contribute 2.2 percent of their income
to charity, a higher average than non-church-goers, who average 1.4 percent. The higher level of
giving by people who attend church is not limited to their own congregations, but extends to all
types of nonprofits (Fair Tax, 2007).
The frequency that Kansas City residents attend religious services is also associated with
higher amounts of giving. In 2007, there was a dramatic linear relationship between giving and
worship service attendance. Figure 9 shows average total household giving for 2007 by frequency
of reported attendance at worship services.

29

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

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

According to the above table, those who attended religious services more than once a
week gave $4,484 more on average than those who attended religious services a few times a year
(The Center on Philanthropy at Indiana University, 2009).
Kansas City residents selected religious beliefs as the second highest major motivation for
giving to charity at 63.5 percent, after equity at 70.4 percent, as is shown in figure 10 (The Center
on Philanthropy at Indiana University, 2009).

30

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

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

Those Kansas City households that donate to charity and attend religious services once a
week or more gave more on average to religious causes than those households that did not
attend religious services as frequently or did not attend them at all. However, those who attended
religious services only once or twice a month gave more to secular causes than those households
that attended religious services more than once a week ($1,795 versus $1,362). This is shown in the
graph on the next page (The Center on Philanthropy at Indiana University, 2009).
Figure 13: Average Giving by the Frequency of Religious Attendance, Donor Households, 2007

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

31

Women with Children


Overall, there are significant differences in the amount that men and women donate to
charity. According to a study conducted in January 2010, women are more generous as a whole.
More than 63 percent of women have given to a charity within the past three years, compared to
37 percent of men. Ironically, it was also found that 45 percent of women felt that they did not
have much money to give, with 31 percent of men feeling the same way. Women are also more
likely to volunteer for nonprofit organizations and their donations are more influenced by guilt
(Charitable Giving In 2010 Set To Remain Strong...And Mostly Female, 2010).
In another study, it was found that mothers donated more than twice the amount of their
male counterparts (Women Give More to Charity than Men, New Study Shows , 2010).
Looking at giving across five different income groups, which range roughly from $23,000 to
$100,000 a year, it is clear that it is not only wealthy women who give, said Debra J. Mesch, Ph.D.,
director of the Womens Philanthropy Institute. Women across nearly every income category give
significantly more than their male counterparts in many cases, nearly twice as much, (Women
Give More to Charity than Men, New Study Shows , 2010).
It was found that giving to charity is reflected in family life. According to The International
Journal of Non-for-Profit Law, Couples even when they earn the same amount as single people
are more likely to give to charity and the single fact of raising children stimulate giving as well,
(Brooks, 2006).
The following graph compares the average amount donated between the female head of
household and the male head of household.

32

Figure 14: Difference between Men and Women Donation Habits

FIGURE 14:
Difference between
Mens and Womens
Donation Habits

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

33

Young Professionals (25 to 35 years old)


A national study done by Convio, Edge Research, and the Sea Change Strategies showed
that people in the mature age demographic, or born before 1946, gave the largest gifts when
donating to charity organizations. However, this demographic is shrinking in numbers (Charitable
Giving, 2010). Nonprofit organizations will have to look to younger generations for donations in
order to maintain financial stability in the future. David Glass, director of online marketing of
Washington D.C.-based World Wildlife Fund, said that research has proven that it is important to
target donors at a young age in order to build relationships that will yield loyal and consistent
giving habits (Giving Habits, 2010).
A 2008 study by Indiana University and Campbell & Company revealed that members of
Generation Y (born between 1981-1991) give roughly the same amount as other generations,
given that income level, religious attendance, and education level are equal (Philanthropy Trends
Update, 2008). Younger donors generally demonstrate no consistent pattern in choosing which
causes they allocate their donations. Givers of the younger generation choose organizations
based on their emotional reactions to media messages (Charitable Giving, 2010).
The Salvation Army conducted a focus group on members of Generation Y living in the
Midwest to explore trends of charitable giving. Overall, they found that participants were highly
involved with charities in their communities and they usually chose to associate with organizations
that were well known and well advertised in media (Barbagallo, 2005). As far as advertising,
younger donors represent an open target (Charitable Giving, 2010).
As age decreases, the number of ways in which donors give money steadily increases.
Donors that come from generations X and Y are more likely to support a cause in ways other than
direct donation such as volunteering, helping with fundraising, and spreading the word among
peers (Charitable Giving, 2010). In addition, younger donors are more likely to trust the validity of a
cause when the information comes from peers, rather than media (Charitable Giving, 2010).
When young donors give money, they are more likely to donate via online transactions than any
other age demographic. Other emerging channels of donation include mobile/text and social
networks (Charitable Giving, 2010).

34

Figure 15: A Snapshot of Generation Y

FIGURE 15
A Snapshot of
Generation Y

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

35

SWOT
ANALYSIS

36

Helpful
Internal

SWOT

Analysis

STRENGTHS
Large volunteer base
Passionate/involved employees
Good reputation among clients
Large variety of programs
Online donation capability
Donors can choose where their money
goes
Local organization, funds stay local
Cause: To eliminate the cycle of poverty
Strong relationships with several local
churches
Receives grants from the government

Harmful

External

OPPORTUNITIES
KC metro ranks high in charitable giving
People in the KC metro prefer to donate
locally
Large number of religious organizations in
the KC metro
Large number of young people in Kansas
City
Technology and social media
A lot of media and news providers in the
metro
January is poverty awareness month
Donations act as a tax advantage for
donors

37

WEAKNESSES
Lack of organization of the volunteer base
Employees are resistant to change
Employees do not know how to use
DonorPerfect fundraising software
effectively
Website is outdated and difficult to
navigate
Lacks the use of social media, advertising
and promotions
Not enough employees to effectively
operate all programs
Large variety of programs stretch budget
and resources thin
Lack of awareness in KC metro
Logo lacks top of mind awareness
Not enough communication with donors,
prospective donors
Current, reliable donors are growing older
THREATS
Poor economy in KC metro
Fear of job loss negatively affects
donations
Several national organizations operate
similar programs
National organizations have more money,
more advertising and are more well-
known
Other organizations make it easy and
convenient to donate
Negative attitudes toward and negative
associations with people in poverty
There is another Cross-Lines organization
in Missouri that is fighting poverty which
could be a cause for confusion

Strategic
Plan

38

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

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

Strategy 2: Create radio, print and web advertisements that focus on donations

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

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

39

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

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

Objective 2: To increase the number of ways that donors can give to Cross-Lines by
January 31, 2012.
Strategy 1: Develop a system for mobile giving through mGive that will last from March 1,
2010 to November 1, 2010.

40

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

Strategy 1: Advertise internship

Strategy 2: Cross-Lines staff interviews candidates

Strategy 3: Hire an intern and assign responsibilities

41

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

Internship AD
Cross-Lines Community Outreach, Inc.
Communications Internship
Join our team to help defeat poverty. Cross-Lines Community Outreach, Inc. is a nonprofit organization
located in Kansas City, Kan. The mission of Cross-Lines is to provide people affected by poverty with basic
services and opportunities that encourage self-confidence and self-sufficiency. Cross-Lines is working to break
the cycle of poverty in Kansas City. Cross-Lines services include emergency utility assistance, emergency
groceries, hot showers, free clothing, meals, supplies and more.
As a communications intern at Cross-Lines, your duties may include: creating a professional Twitter account
for the organization, updating the Twitter and Facebook accounts with upcoming events and donation opportunities, placing
the Twitter and Facebook icons on the organizations website, following other nonprofit organizations on Twitter, utilizing
Google Analytics and Facebook Insights to measure social media traffic and gather demographic information, researching new
ways to use social media and formulating concepts to attract an audience of young professionals to the organizations social
media.
For this position, you must have successfully completed one or more internships. You must be able to commit between five
and fifteen hours each week to the internship. Previous experience with social media and web design is required. Preferred
majors include marketing, public relations, journalism or equivalent.
If you are interested in this position, please send a cover letter, resume and list of three references including one reference
from a previous internship to Roberta Lindbeck.
Contact Information:
Roberta Lindbeck
Executive Director
Cross-Lines Community Outreach, Inc.
736 Shawnee Avenue
Kansas City, KS 66105
(913) 281-3388
Roberta@cross-lines.org
www.cross-lines.org
Length: Ongoing
Compensation: Unpaid May be for credit depending on your educational institutions requirements

42

CREATIVE
PLAN

43

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

Objective 1: To utilize a spokesperson to increase Cross-Lines advertising and promotions by


January 31, 2012.
Strategy 1: Utilize Will Shields, former Kansas City Chief, as a spokesperson
Tactic 1: Create print ad(s) for Cross-Lines featuring Will Shields
Tactic 2: Create radio ad(s) for Cross-Lines featuring Will Shields
Tactic 3: Gain more publicity by having Will Shields appear at Cross-Lines events, such
as the Cross-Lines Annual Dinner Gala and Cross-Lines Christmas Store
Tactic 4: Raffle off Will Shields autographs and other donations at Cross-Lines Annual Dinner
Gala
Tactic 5: Receive assistance with advertising placement from Will Shields
Tactic 6: Contact Doug E. Elstun, representative of Will Shields, at doug@larmer-elstun.com or
(913) 451-8370

44

PRINT AD Featuring Will


Shields

45

Radio AD Featuring Will


Shields
WILL SHIELDS:

Hi, Im Will Shields, former Kansas City Chiefs


football player. Instead of blocking for

Radio Ad Will Shields


Title: Blocking Poverty
from Kansas City

Marcus Allen and Priest Holmes

SFX: Sounds of a man being tackled

Im teaming up with Cross-Lines

Client/Sponsor: CrossLines Community


Outreach, Inc.
Length: 30 seconds
Name: RED Team
Air Dates: October 3,
2011 to December 30,
2011

Community Outreach to block poverty


from Kansas City.
SFX: Sounds of cheering
WILL SHIELDS:

Cross-Lines has the playbook to break the


cycle of poverty. Donate to Cross-Lines at
cross-dash-lines-dot-org to help tackle
poverty in Kansas City.

It takes a team to defeat poverty. Join our


team and donate at cross-dash-lines-dotorg to make a difference today.
(:29)

46

###

Strategy 2: Create radio, print and web advertisements that focus on donations
Tactic 1: Create a Poverty Awareness Month radio advertisement
Tactic 2: Create a print advertisement targeting mothers of children
Tactic 3: Create a web advertisement for Paws for a Cause on the 106.5 The Wolf website

47

Poverty Awareness Month


Radio AD
Radio Ad Poverty
Awareness Month
Title: Happy Poverty
Awareness Month!
Client/Sponsor: CrossLines Community
Outreach, Inc.
Length: 30 seconds

MUSIC: Upbeat (Establish, then


fade)
YOUNG BOY:

Happy Poverty Awareness Month, mom!

MOM:
No, honey, poverty isnt something to
celebrate.
Ohhhthen why do we need to be aware
of it?

YOUNG BOY:
MOM:

Because almost two out of ten Kansans are

Name: RED Team

in poverty. That is why January is Poverty

Air Dates: January 2,


2012 to January 27,
2012

Awareness Month.
YOUNG BOY:

Well, is there anything we can do to help?

MOM:

Yes, it takes a team to defeat poverty. We


can donate at cross-dash-lines-dot-org.
Cross-Lines Community Outreach is helping
people in Kansas City by providing them
with resources to break the cycle of

MUSIC: (Up, then fade out at :29

48

poverty.

###

Print AD Targeting Mothers

49

Web AD for Paws for a


Cause

50

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


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

51

Radio Ad It takes a Team to


Defeat Poverty
SFX: School bell ringing
SFX: Kids bustling around
MOM:

Hey, kids. How was school? Did you learn

Radio Ad Mom and


Kids
Title: Tackling Poverty as
a Team Mom and Kids
Client/Sponsor: CrossLines Community
Outreach
Length: 60 seconds

anything new today?


We learned that almost two out of every ten

FIRST CHILD:

Kansans are in poverty!

FX: Calculator noises


FIRST CHILD:

What are you doing?

Names: RED Team

SECOND CHILD:
SFX: Calculator noises

Air Dates: March 1, 2011


to March 28, 2011

SECOND CHILD:

Hold on, Im calculating!

MOM:

Woah! Thats enough people to fill Arrowhead


Stadium almost five times!!

BOTH CHILDREN:

That IS a lot of people, but do you know what


we can do to help?

BOTH CHILDREN:

What?!

52

-more-

We can help by donating to Cross-Lines.

MOM:

You know, kids in poverty are just like you


guys.
Well, lets help em!

FIRST BOY:

Lets join Cross-Lines in the fight to defeat

MOM:

dot-org. With Cross-Lines, our donations


stay local to fight poverty right here in

Length: 60 seconds

Kansas City.

Names: RED team

Yeah, mom! It takes a team to defeat

Air Dates: March 1,


2011 to March 28,
2011

poverty!

MOM:

Join the team! Donate now at cross-dashlines-dot-org.

(:58)

###

Title: Tackling Poverty


as a Team Mom
and Kids
Client/Sponsor: CrossLines Community
Outreach

poverty by donating at cross-dash-lines-

FIRST BOY:

Radio Ad Mom and


Kids

53

Print AD It Takes a Team to


Defeat Poverty

54

Strategy 4: Create advertisements that direct the audience to website and social media
Tactic 1: Highlight Twitter and Facebook presence in all advertisements
Tactic 2: Call to action to visit www.cross-lines.org to donate on every advertisement

55

Highlight Twitter and


Facebook in all Ads

56

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

Strategy 1: Develop a system for mobile giving through mGive that will last from March 1, 2010 to
November 1, 2010.
Tactic 1: Run a nine month campaign during the Kansas City Royals 2011 Season (March to
October 2011).
Tactic 2: Advertise for campaign with a half-page ad in the Kansas City Royals playbill.
Tactic 3: Contact mGive at (866) 720-3350.
Tactic 4: Contact Kansas City Royals for advertising at Kevin.Uhlich@royals.com.

57

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

Print AD in Kansas City


Royals playbill

Tactic 2:

58

Objective 3: To create an unpaid/for credit communications internship position in


order to reach a younger demographic of potential donors.
Strategy 1: Advertise internship
Tactic 1: Advertise internship with Johnson County Community College, Kansas City Kansas
Community College, Metropolitan Community College, Park University, Penn Valley
Community College, Rockhurst University, University of Kansas, and University of MissouriKansas City
Strategy 2: Cross-Lines staff interviews candidates
Tactic 1: Roberta and two other staff members determine interview process
Tactic 2: Roberta and two other staff members interview top five candidates

59

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

Strategy 3: Hire an intern and assign responsibilities


Tactic 1: Hire an intern who meets these requirements:
Completion of at least one internship
Major should be in marketing, public relations, journalism or other equivalent
Can commit approximately 5 to 15 hours a week for a one year cycle
Must have previous experience with social media
Tactic 2: Have the intern create Twitter account for Cross-Lines.
Tactic 3: Have the intern update Facebook and Twitter weekly with Cross-Lines upcoming
news and donation opportunities.
Tactic 4: Have the intern research new social media.
Tactic 5: Have the intern formulate ways to attract younger audience of donors.
Tactic 6: Have the intern place Facebook and Twitter icons on homepage of website.
Tactic 7: Have the intern follow other nonprofit organizations on Twitter.
Tactic 8: Have the intern utilize Google Analytics and Facebook Insights to measure traffic
and gather demographic information to be used in future campaigns.

60

MEDIA
PLAN

61

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

62

Schedule
February 2011

02/01/2011: Schedule meeting with Will Shields to talk about other opportunities and
schedule. Contact Doug E. Elstun at doug@larmer-elstun.com or (913) 451-8370.
April 2011

04/01/2011: Make contact with Will Shields to follow up on plans made during previous
contact. Talk to him about upcoming plans he might be involved in. Contact Doug E.
Elstun at doug@larmer-elstun.com or (913) 451-8370.
June 2011

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

August 2011

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

October 2011

10/03/2011: Make contact with Will Shields to follow up on plans made during previous
contact. Talk to him about upcoming plans he might be involved in. Contact Doug E.
Elstun at doug@larmer-elstun.com or (913) 451-8370.
December 2011

12/01/2011: Make contact with Will Shields to follow up on plans made during previous
contact. Talk to him about upcoming plans he might be involved in. Contact Doug E.
Elstun at doug@larmer-elstun.com or (913) 451-8370.

63

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

Johnson County Community College


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

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

64

Schedule
February 2011:

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

03/02/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

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

03/16/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

03/23/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

03/30/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
April 2011:

04/06/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

04/13/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

04/20/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

04/27/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
May 2011:

05/02/2011: Post job advertisement with Johnson County Community College, Kansas City
Kansas Community College, Metropolitan Community College, Park University, Penn
Valley Community College, Rockhurst University, University of Kansas, University of MissouriKansas City
65

Schedule

05/04/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
05/11/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
05/18/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
05/25/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

June 2011:

06/01/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

06/08/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

06/15/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

06/22/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

06/29/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
July 2011:

06/06/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

06/13/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

06/20/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

06/26/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
August 2011:

08/02/2011: Post job advertisement with Johnson County Community College, Kansas City
Kansas Community College, Metropolitan Community College, Park University, Penn Valley
Community College, Rockhurst University, University of Kansas, University of Missouri-Kansas
City
66

08/03/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
08/10/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
08/17/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
08/24/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
08/31/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

September 2011:

09/07/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

09/14/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

09/21/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

09/28/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
October 2011:

10/05/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

10/12/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

10/19/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

10/26/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
November 2011:

11/02/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

11/09/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
67

Schedule

Schedule

11/16/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
11/23/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
11/30/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

December 2011:

12/07/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

12/14/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

12/21/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

12/28/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
January 2012:

01/02/2012: Post job advertisement with Johnson County Community College, Kansas City
Kansas Community College, Metropolitan Community College, Park University, Penn Valley
Community College, Rockhurst University, University of Kansas, University of Missouri-Kansas
City

01/04/2012: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

01/11/2012: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

01/18/2012: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

01/25/2012: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.

68

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

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

Cross-Lines will use a mix of five print advertisements. Three are half-page, black-and-white
advertisements that focus on defeating poverty as a team. One is a color advertisement utilizing
the spokesperson, Will Shields. This advertisement will be used as both a full-page format and a
quarter-page format. The last is a half-page, color advertisement that will be used in the Kansas
City Royals playbills that are handed to visitors at the beginning of each home game. It features a
call to action for readers to text to a number designated by mGive in order to donate $1 to CrossLines.
KC Parent Magazine
advertising@kcparent.com
(913) 782-3238
KC Parent magazine reaches our target audience of mothers. Readers of KC Parent are
highly educated women ages 25 to 45, the majority of which have household incomes of more
than $75,000. More than half of its readers are college graduates. Ninety-one percent of its
readers use advertisements to make purchasing decisions sometimes or frequently. KC Parent has
1,000 distribution locations and its circulation is approximately 40,000. It reaches 136,000 readers
monthly in the Kansas City area.
Cross-Lines will place four advertisements in KC Parent magazine:

May Children ad, half page, black and white

August Will Shields ad, full page, color

November Will Shields ad, full page, color

January Poverty Awareness Month ad, half page, black and white
69

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

Print
Advertising

Cross-Lines will place four advertisements in Ink magazine:

May Soccer ad, half page, black and white


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

Metro Voice News


metrovoice@kcweb.net
(816) 524-4522
Metro Voice News reaches our target audiences of faith-oriented individuals and mothers.
Eighty-one percent of Metro Voice readers are married with children. Women make up 60 percent
of its readership. The newspaper is distributed mainly to 1,100 area churches, so most of its readers
are faith-oriented individuals. It is also available at more than 500 area libraries, coffee houses,
universities, bookstores, retail stores and other locations. It has more than 40,000 readers in the
Kansas City area.
Cross-Lines will place four advertisements in Metro Voice News:

May Children ad, half page, black and white


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

70

The Independent
Mark Haas
Mark126@kcindependent.com
(816) 471-2800
The Independent reaches our target audience of business people. Readers are supporters
of the arts with average household incomes of more than $335,000. Eighty-nine percent of readers
attend three or more charitable events a year. Seventy-six percent of readers attend
philanthropic lunches and dinners, 75 percent attend galas and 67 percent attend auctions.
Readership of The Independent is 27,725. It is published bi-weekly and is mailed to paid subscribers
on Fridays and is available at select newsstands throughout the city.
Cross-Lines will place four advertisements in The Independent:

May Will Shields ad, 1/4 page, color


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

Kansas City Royals Playbills


Kevin Uhlich
Kevin.uhlich@royals.com
The Kansas City Royals playbills reach a diverse audience that includes all of our target
audiences. The playbill will be given to 1.7 million people in 2011.
Cross-Lines will advertise for its text message donation system in playbills that are handed out
at all Kansas City Royals home games, beginning on March 30, 2011 and ending on September 21,
2011.

71

Print
Advertising

Schedule
March 2011:

03/01/2011: Send "Print ad - Soccer" to Ink Magazine - 1/2 page B&W - info@inkkc.com,
(816) 234-4586; Send "Print ad - Children" to Metro Voice News - 1/2 page B&W metrovoice@kcweb.net, (816) 524-4522

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


April 2011:

04/01/2011 04/03/2011: Royals playbill ad runs - distributed at game

04/05/2011 04/06/2011: Royals playbill ad runs - distributed at game

04/10/2011: Send "print ad - children" to KC Parent Magazine - 1/2 page B&W advertising@kcparent.com

04/14/2011 04/21/2011: Royals playbill ad runs - distributed at game

04/27/2011: Send print ad - Will Shields to The Independent - 1/4 page Color
Mark126@kcindependent.com (Mark Haas)

04/29/2011 04/30/2011: Royals playbill ad runs - distributed at game


May 2011:

05/01/2011: Royals playbill ad runs - distributed at game; "Print ad - Children" runs in KC


Parent magazine and Metro Voice News - half page, black and white; "Print ad - Soccer"
runs in Ink magazine - half page, black and white
05/03/2011 05/08/2011: Royals playbill ad runs - distributed at game
05/14/2011: 1/4 color Will Shields ad runs in The Independent
05/16/2011 05/22/2011: Royals playbill ad runs - distributed at game
05/30/2011 05/31/2011: Royals playbill ad runs - distributed at game

June 2011:

06/01/2011: Send "print ad - Will Shields" to Ink magazine - 1/4 page, color info@inkkco.com, (816) 234-458 and Metro Voice News - metrovoice@kcweb.net, (816)
524-4522

06/01/2011 06/09/2011: Royals playbill ad runs - distributed at game

06/21/2011 06/26/2011: Royals playbill ad runs - distributed at game


July 2011:

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


72

07/10/2011: Send "print ad - Will Shields" to KC Parent Magazine - one full page, Color advertising@kcparent.com
07/18/2011 07/20/2011: Royals playbill ad runs - distributed at game
07/22/2011 07/24/2011: Royals playbill ad runs - distributed at game

August 2011:

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

08/02/2011 08/07/2011: Royals playbill ad runs - distributed at game

08/05/2011: Send "print ad - Will Shields" to The Independent - 1/4 page Color Mark126@kcindependent.com (Mark Haas)

08/15/2011 08/21/2011: Royals playbill ad runs - distributed at game

08/20/2011: 1/4 Color Will Shield ad runs in The Independent


September 2011:

09/01/2011: "Send "Print ad - Will Shields" to Ink magazine - full page, color info@inkkc.com, (816) 234-4586 and Metro Voice News - metrovoice@kcweb.net, (816)
524-4522

09/02/2011 09/04/2011: Royals playbill ad runs - distributed at game

09/13/2011 09/18/2011: Royals playbill ad runs - distributed at game

09/20/2011 09/21/2011: Royals playbill ad runs - distributed at game


October 2011:

10/07/2011: Send "print ad - Will Shields" to KC Parent Magazine - 1 full page color advertising@kcparent.com
November 2011:

11/01/2011: "Print ad - Will Shields" runs in KC Parent magazine, Ink magazine and Metro
Voice News - full page, color; Send "print ad - Poverty Awareness Month" to Ink magazine half page, black and white - info@inkkc.com, (816) 234-4586 and Metro Voice News metrovoice@kcweb.net, (816) 524-4522

11/30/2011: Send "print ad - Will Shields" to The Independent - 1 full page color Mark126@kcindependent.com (Mark Haas)

73

Schedule

December 2011:

12/8/2010: Send "print ad - Poverty Awareness Month" to KC Parent Magazine - 1/2 page
B&W - advertising@kcparent.com

12/17/2010: 1 full page color Will Shields ad runs in The Independent

12/20/2010: Send "print ad - Poverty Awareness Month" to The Independent - 1/2 page
B&W - Mark126@kcindependent.com (Mark Haas)

Schedule

January 2012:

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


magazine and Metro Voice News - half page, black and white

01/08/2012: 1/2 page B&W poverty awareness month ad runs in The Independent

74

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

WOLF Radio
KUDL Radio
Vibe Radio

WOLF Radio
Tim Robisch, Director of Sales
trobisch@entercom.com
The radio station 106.5 The WOLF reaches our target audiences of the younger generation
and women with children. The age of listeners ranges from 18 to 64. More than half of its listeners
have children. Listeners spend more than $50 million a week. Our advertising message will reach
them in short, limited commercial breaks, giving Cross-Lines a higher profile on the station. Country
is the most popular genre of music in the United States. In Kansas City, country is the most popular
genre, with 13.1 percent, followed by Rock and News Talk.
Cross-Lines will run 80 spots on WOLF Radio. It will air the Will Shields ad 60 times over the
course of 12 weeks. This ad will air once per day on weekdays during the morning drive time,
beginning on October 3, 2011 and ending on December 30, 2011. It will air the Poverty Awareness
Month advertisement 20 times over the course of four weeks, beginning on January 2, 2012 and
ending on January 27, 2012.
KUDL Radio
Page Olson, Director of Sales
polson@entercom.com
(913) 744-3662
The radio station 98.1 KUDL attracts listeners who are women aged 25 to 64 years old with
active and productive lifestyles. Forty percent of these women have children in the home. KUDL
cares about the Kansas City community. KUDL has been recognized by the National Association of
Broadcasters with three NAB Crystal Radio Awards for Community Service and received the
prestigious Marconi Award for Large Market Station of the Year. KUDL is Kansas Citys Christmas
music station. This will help seasonal advertisements around Christmas.
75

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

Radio
Advertising

Vibe Radio
Donna Sokol
Donna.sokol@cumulus.com
The Vibe reaches our target demographics of the younger generation. Its audience of
390,100 listeners consists of adults aged 18 to 34, with an average listener age of 24. Women are
52 percent of the audience.
Cross-Lines will run 60 spots on Vibe Radio. It will air the Will Shields ad 60 times over the
course of 12 weeks. This ad will air once per day on weekdays during the morning drive time,
beginning on October 3, 2011 and ending on December 30, 2011.

76

Schedule
February 2011:

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

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

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

03/14/2011 03/18/2011: "Radio ad - Mom and Kids ad" airs once during drive time on 98.1
KUDL

03/21/2011 03/25/2011: "Radio ad - Mom and Kids ad" airs once during drive time on 98.1
KUDL

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

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

10/03/2011 10/07/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe

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

10/17/2011 10/21/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe

10/24/2011 10/28/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe

10/31/2011 - "Radio ad - Will Shields ad" airs once during drive time on 106.5 The WOLF and
95.7 The Vibe
77

Schedule

November 2011:

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

11/07/2011 11/11/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe

11/14/2011 11/18/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe

11/21/2011 11/25/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe

11/28/2011 11/30/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
December 2011:

12/01/2011: Contact 106.5 The WOLF and 98.1 KUDL to air "Radio ad - Poverty Awareness
Month." Ad will air weekdays during drive time in January - 20 spots for each station beginning January 2, 2012. WOLF contact information: Tim Robisch, Director of Sales,
trobisch@entercom.com. KUDL contact information: Page Olson, Director of Sales,
polson@entercom.com, (913) 744-3662

12/01/2011 12/02/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe

12/05/2011 12/09/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe

12/12/2011 12/16/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe

12/19/2011 12/23/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe

12/26/2011 12/30/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
January 2012:

01/02/2012 01/06/2012: "Radio ad - Happy Poverty Awareness Month" airs once during
drive time on 106.5 The WOLF and 98.1 KUDL

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

01/16/2012 01/20/2012: "Radio ad - Happy Poverty Awareness Month" airs once during
drive time on 106.5 The WOLF and 98.1 KUDL

01/23/2012 01/27/2012: "Radio ad - Happy Poverty Awareness Month" airs once during
drive time on 106.5 The WOLF and 98.1 KUDL
78

Text Message Donations


www.mgive.com
(866) 720-3350
Cross-Lines will implement text message donations through the service mGive.
mGive will provide a number for donors to text in order to make a donation of $1, which
will be added to their cell phone bills. Cross-Lines will advertise for mobile giving in the
Kansas City Royals playbooks that will be handed out at each home game.

79

Schedule
February 2011:

02/01/2011: Contact mGive to set up text message donation campaign - 9 months long.
(866) 720-3350
March 2011:

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


April 2011:

04/01/2011 04/03/2011: Royals playbill ad runs - distributed at game

04/05/2011 04/06/2011: Royals playbill ad runs - distributed at game

04/14/2011 04/21/2011: Royals playbill ad runs - distributed at game

04/29/2011 04/30/2011: Royals playbill ad runs - distributed at game


May 2011:

05/01/2011: Royals playbill ad runs - distributed at game

05/03/2011 05/08/2011: Royals playbill ad runs - distributed at game

05/16/2011 05/22/2011: Royals playbill ad runs - distributed at game

05/30/2011 05/31/2011: Royals playbill ad runs - distributed at game


June 2011:

06/01/2011 06/09/2011: Royals playbill ad runs - distributed at game

06/21/2011 06/26/2011: Royals playbill ad runs - distributed at game


July 2011:

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

07/18/2011 07/20/2011: Royals playbill ad runs - distributed at game

07/22/2011 07/24/2011: Royals playbill ad runs - distributed at game


August 2011:

08/02/2011 08/07/2011: Royals playbill ad runs - distributed at game

08/15/2011 08/21/2011: Royals playbill ad runs - distributed at game


September 2011:

09/02/2011 09/04/2011: Royals playbill ad runs - distributed at game

09/13/2011 09/18/2011: Royals playbill ad runs - distributed at game

09/20/2011 09/21/2011: Royals playbill ad runs - distributed at game


80

Timeline

81

February 2011

82

March 2011

83

April 2011

84

May 2011

85

June 2011

86

July 2011

87

August 2011

88

September 2011

89

October 2011

90

November 2011

91

December 2011

92

January 2011

93

Budget

94

95

Evaluation
Measures

96

Evaluation Measures
Objective 1:

Current: Cross-Lines currently has no print advertisements, radio advertisements


or promotions running.
Goal: Cross-Lines should place 16 print advertisements in local publications, 81
print advertisements in the Kansas City Royals playbill and 180 advertisements
on local radio stations.
Measure of success: For this objective to be successful, Cross-Lines must see an
increase in donors from all four target audiences by at least 50 percent by
January 31, 2012.

Objective 2:

Current: Cross-Lines currently has four ways to donate. These are in person, by
mail, through the Internet and by phone.
Goal: Cross-Lines should increase ways to donate by one by implementing a
text messaging campaign through mGive.
Measure of success: For this objective to be successful, Cross-Lines must receive
text donations from more than 5,000 people by January 31, 2012.

Objective 3:

Current: Cross-Lines does not have an internship position dedicated to assisting


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

Overall, this campaign will be considered successful if Cross-Lines receives an increase in


donations of $200,000 or more by January 31, 2012.
97

References

98

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102