Boys Hope Girls Hope Detroit Proposal

Jennifer Borgula, Derrick Asher, Marissa Villanueva, Jaclyn Kiley

The Agency
Winter 2019

I. Executive Summary
 Boys Hope Girls Hope Detroit provides children-in-need with after school activities to

help them reach their full academic potential.

BHGH is hosting several events throughout the year, five of which they would like a

press kit for: the Festival of Hope, 2019 Master’s Raffle, 2019 Ford Golf Outing, The Liberty

Mutual Golf Invitational and the 2020 North American International Auto Show. The press kit

will include a press release, pdf flyer, strategic plan and media list. MailChimp will be utilized to

create emails about the events to send to members of their email list. BHGH is in need of an

updated general brochure for their organization. They would also like a strategic plan to utilize

their social media to get more donors and increase name recognition. Our goal is to provide them

with the necessary materials in their press kit to have successful events and provide them with a

social media plan for their organization that will help them reach their future social media goals.

BHGH is funded primarily through donors and relies on these funds to provide scholars

with the academic programs they rely on for help with their education. In order to reach more

donors, they need to properly utilize their social media accounts and other accounts like

MailChimp. They are part of a much larger organization with 17 other affiliates across the

United States and Latin America but still run their own independent social media accounts.

With similar organizations like the Boys & Girls Club of America, BHGH needs to use

their social media to set themselves apart from these other organizations. Creating a strong brand

and identity separate from similar organizations can help them get more donors and visibility.

Our performance will be based off of the delivery of several media kits for their events

and the development of a social media plan for their organization to utilize in the future.

Table of Contents

I. Executive Summary
 II. Agency Program Analysis

III. Situational Analysis (SWOT)

IV. Competitive Analysis

V. Social Media

VI. Goals

VII. Objectives, Strategies, Tactics

VIII. Performance/Monitoring

IX. Timeline

X. Budget

XI. Conclusion

I.

II. Agency Program Analysis

BHGH’s mission is to provide children-in-need with the necessary academic support in

order to achieve their full potential. They achieve this through faith-based values, family-like
settings, long-term and comprehensive programming and academic excellence. The program we

are creating for BHGH is going to help with social media visibility and brand awareness through

a strategic social media plan, increase donors, increase attendance and public awareness of their

upcoming events and provide them with a general brochure to hand out when necessary.

We are creating five separate press kits that will be utilized at the proper times

throughout the year. The press kits will include a press release, pdf flyer, media list and strategic

plan. BHGH can send out the press release to the contacts on the media list, start advertising with

the pdf flyer and implementing the strategic plan at the appropriate times before their events. The

strategic plan for each event will help outline how they should utilize social media and the press

to create awareness of their event and boost attendance. This can also help with their visibility

and separation from other organizations like the Boys & Girls Club of America.

The social media strategic plan will be created to help with visibility, brand awareness

and getting more donors. The target audience for this plan is donors, alumni and professionals in

order to create more funds for the organization and keep their programs running. The overall

goal is to provide BHGH with the necessary plan that will help them get access to the funds they

need.

III. Situational Analysis (SWOT) -

Strengths
 The staff at BHGH are all very supportive and passionate about the organization’s

mission. An important asset in their staff is the program director therapist. The organization’s

therapist, along with the other members of the staff, have an open communication policy with

their scholars. Sometimes the BHGH scholars might be struggling with issues that they don’t

want to talk to their parents about. Offering this open communication allows the scholars to

discuss their problems with the staff and get social and emotional guidance. BHGH is focused on

preparing their scholars to have a successful future. They prepare them for college, assist them in

finding financial aid, offer important life lessons/skills such as how to change a tire, and get them

involved volunteering within their community. Boys Hope Girls Hope also have built

relationships with local donors and have strong alumni support.

Some statistics include:

● 94% of BHGH graduates return their second year of postsecondary education – 30%

higher than the national average.

● 100% of scholars have graduated high school and have enrolled in postsecondary

education, since 1991

● 100% of scholars perform community service projects throughout the year.

● 100% of high school graduates receive college scholarships.

● BHGH scholars average a 3.0 cumulative GPA.

● 100% of scholars participate in extracurricular activities.

Weaknesses

Although BHGH has a passionate and supportive staff, the staff is too small to handle all

of the organization’s responsibilities. BHGH also needs to focus on gaining brand awareness and

visibility within the community, since they often time get mistaken for The Boys and Girls Club.

Another weakness is that the organization currently has a girls’ resident home (Hope House), but
does not have a residential building for boys. Having a residential home for boys will allow them

to have more structure and to focus even more on their education and personal development.

Opportunities

BHGH has the opportunity to build a larger online presence to help increase donors and

increase visibility and brand awareness. Their current following on their social media platforms

is relatively small which gives them a major opportunity to grow and see what works best for

their organization to gain likes and followers. Increased followers can also give them the

opportunity to grow attendance of their events.

Threats

Similar organizations, like the Boys & Girls Club of America, pose a threat to BHGH

because they large and more well-known organizations that can take away potential donors.

People may not know the difference between these organizations and choose to donate to one

that is more well-known. BHGH is also held to certain guidelines by their parent organization

that they must follow which can limit opportunities. The rules could take away BHGH’s

opportunity to make certain posts if they do not follow the guidelines of the parent organization.

IV. Competitive Analysis

BHGH does not have any direct competition, however there are several other

organizations in the Detroit Metro area that assist underprivileged children. Developing K.I.D.S

and Alternatives for Girls are both free programs that aid youths in the community. These

organizations have specific programs focusing on drug prevention and family management,

which can be appealing to those looking for specific topics to address. BHGH does state that
their academic programs also focus on personal development, but does not state specifically

how. Developing K.I.D.S. and Alternatives for Girls, however, either provide assistance to girls

only or do not focus on the broad range of life skills that BHGH does. Promotion of BHGH’s

availability to both boys and girls could prove useful in helping the organization stand out.

Alternatively, BHGH may consider giving specific examples of what life skill topics are

generally covered in their programs so that these can clearly be seen by those seeking assistance

on a particular matter, in addition to education.

Other organizations that provide similar services to BHGH, such as Ingenuity College

Preparatory Institute or Boys & Girls Club of America, either have membership fees or program

costs. Because of this, these organizations have updated facilities and more resources available to

them since they have these additional funds. BHGH programs are free which can be a useful

promotion tool for getting more donations. In addition to this, BHGH may want to consider

promoting the percentage of donated funds that are utilized for its offered programs and services.

This can assure potential donors that most of their contributions will go toward attaining more

resources for their scholars. It is also important to focus on promoting awareness of BHGH so

that donors can clearly see what makes them stand out from other community youth-outreach

programs.

V. Social Media

Because our team does not have access to social media channels for BHGH, the social

media plan will act as a guide on how to manage each social media account to appeal to donors.

This portion of the proposal will outline:

 ● The strengths and weaknesses of current social media channels

● A breakdown of BHGH Target Audience (Donors)

● Organization tactics that can be used on specific social media channels

● Tools to implement

Strengths & Weaknesses

The current social media strategy for BHGH is to use Facebook, Twitter, Instagram, and

LinkedIn to distribute specific BHGH content to each platform.

The following lists highlight the strengths and weaknesses of BHGH Detroit’s current social

media brand.

Strengths:

● Social media profiles already established

● Posts frequently

● Branding and logos already created

Weaknesses:
 ● Low engagement with posts: What is lacking is a unique strategy to engage with an

audience that can maximize engagement. In order to appeal to donors, it’s imperative that

you create and share content that’s going to have a lasting effect. Right now, BHGH is

sharing events and pictures, however, it doesn’t quite capture the mission of BHGH.

Donors want to fully understand the impact their donation will make; content that

inspires will make people feel connected to your organization. Share testimonials from

Scholars, quotes, achievements, milestones, livetweet and live stream.

● Consistency: Consistency as an organization is key for any social media plan. If you are

inconsistent with how you use your social media channels, it becomes hard for your

intended audience to recognize you. For example, there are currently two LinkedIn and

Twitter accounts for BHGH of Detroit with two different logos, which immediately

draws confusion from an outside perspective. For this reason, having a consistent voice

and scheme through social media will ultimately result in brand awareness

Breakdown of Target Audience

Targeting donors can be complicated because of the generational gap between them.

Having an understanding of how each generation of donors chooses to give is essential in

engaging them through the type of social media they prefer.

Below is a study that was done by MobileCause explaining charitable giving by

generation:
● Millennials (b 1980-1995)

❏ 25.9% of U.S. population

❏ 11% of total U.S. giving

❏ Active on their phones and respond best to text messages and social media, but

rarely check personal email or respond to voice calls

● Gen X (b 1965-1979)

❏ 20.4% of U.S. population

❏ 20% of total U.S. giving

❏ Prefers text messages or voice calls; regularly checks emails and stay up to date

on social media feeds

❏ Most likely to fundraise on behalf of an organization, make a pledge, and

volunteer their time.

● Boomers (b 1945-1964)

❏ 23.6% of U.S. population

❏ 43% of total U.S. giving

❏ Answer phone calls, check email regularly, and also uses text messaging and

social media

❏ Most likely to make recurring monthly, quarterly and/or yearly donations.

● Greatest (b before 1944)

❏ 11.8% of U.S. population

❏ 26% of total U.S. giving

❏ Prefers voice calls and direct mail

❏ Typically, does not use text messaging and social media

 ❏ Most likely to respond to direct mail campaigns and donate physical goods.

Knowing these behaviors allows for more effective planning when trying to decide which

tactics to use that will deliver results. Having such a large target audience calls for use of various

different forms of tactics, ranging from written posts to infographics to videos and more.

Organization strategies and tactics for specific social media channels

Facebook:

Strategy: Facebook is going to be your most important platform because of its reach.

Right now, Facebook has over 2.32 billion monthly active users worldwide. Having these many

users allows for a greater chance of reaching your target audience. We recommend that you use

Facebook essentially as another website for BHGH Detroit. In other words, use Facebook to

share everything; upcoming events, important news, volunteer opportunities, success stories, etc.

Tactics

● Post 5-7 times weekly

● Use Canva to create visually appealing photos and graphics.

 ● Monitor post to see what content people are engaging the most with

● BHGH is a business page so Facebook Insights can be utilized to track user interaction

● Share testimonials and breakthrough stories

● Utilize Facebook live at events

● Be consistent, use BHGH brand guide

Twitter:

Strategy: Twitter is a place where things happen in the moment. Breaking news, retweets,

hashtags, and conversations is what makes Twitter unique. We recommend that you use Twitter

as a space to make conversation with potential donors and advocates, use this opportunity to

answer any questions they might have about events or BHGH in general. Share accomplishments

of scholars

Tactics

● Tweet at least 3x a week

● Share tweets and retweet relevant news/stories

● Be on the lookout for trends, hashtags or holiday post. For example, post a BHGH

holiday card during the holidays

● Live tweet events

● Be consistent, use BHGH brand guide

● Tweet engaging content:

 ❏ Pictures/infographics

❏ Videos

❏ Gifs

❏ Polls

❏ Ask questions to your followers/have conversations

Instagram:

Strategy: Instagram is all about drawing your audience in with an engaging photo or

video. We recommend that Instagram be used to highlight special moments from events or clips

that showcase the mission of BHGH.

Tactics

● Post or repost once per day (pictures & videos)

● Use similar filters, colors, and fonts throughout Instagram profile to establish a clear

brand

● Highlight testimonials

● Interact with followers and other relevant people by liking and commenting on pictures

● Continue to follow people who will benefit BHGH

● Use hashtags so content relates back to BHGH Detroit (#BHGHDetroit

#OneTeamOneMission #BHGHAchievement #BHGHforOthers, #forOthers

 #BHGHpartner #BHGHDetroitalumni #ScholarSuccess #College #CollegeBound

#WeAreBHGH)

LinkedIn:

Strategy: We recommend that you link you integrate your LinkedIn profile with your

Twitter account to increase visibility across both social media platforms. If you add a Twitter

account to your LinkedIn profile, you can post your LinkedIn update to Twitter. This will be a

great way to share updates with followers if they don’t have a LinkedIn. Furthermore, encourage

colleagues to engage with posts so it spreads the content to their network.

Tactics

● Delete one of the LinkedIn profiles to avoid confusion

● Use clear, eye catching images to help posts stand out

● Use hashtags to relate content back to each other and increase visibility to new audiences

● Engage with audience by asking questions

● Use the same logo across all social media platforms

● Use videos and images to evoke an emotional response

● Encourage colleagues and other employees to engage with content

Tools to Implement

Google Analytics
 I strongly believe having Google analytics will be a valuable tool for Boys Hope Girls.
Having this free account will allow complete analyzation of your website traffic. For example, it
monitors user demographics of people who visit your website (e.g. their age, gender, and
interests). You can also get data about how users are getting to your website, whether that’s
Facebook, other websites, or Google search. Furthermore, it allows you to see where people are
going on your website and how long they’re staying on each page. To utilize Google analytics,
several lines of tracking code needs to be installed into the code of your website. Because we
don’t have access to the BHGH website, we will provide step-by-step instructions on how to set
it up.

Canva

Our team will create a Canva account for BHGH Detroit. Canva is a platform that helps
you create graphics for websites, newsletters, and social media. For example, BHGH could use
Canva to create a monthly newsletter that shares success stories or make graphics that highlight
reports from their scholars. Our team will make a Canva account and share the username and
password with the client.

VI. Goals

The overall goals for this specific campaign will be to provide BHGH of Detroit with five press

kits and a social media plan so they can attract more donors and gain brand awareness.

VII. Objectives, Strategies, Tactics

Objectives

● To reach their ticket sale goals for each event

❏ Master’s Raffle (300 tickets)
❏ Ford Golf Outing ( ____ tickets)
❏ Liberty Mutual Golf Invitational ( ____ tickets)
❏ NAIAS Detroit Charity Preview ( ____ tickets)
 ● To provide a detailed social media guide that appeals to donors and that can be
implemented after the proposed work is finished, and followers on each social media
channel can continue to increase by at least 5% each year.

Strategies

● To reach ticket sale goals for each event, five separate press kits for the following events
will be created:
○ Festival of Hope
○ 2019 Master’s Raffle
○ 2019 Ford Golf outing
○ 2019 Liberty Mutual Golf Invitational
○ 2020 NAIAS Detroit Charity Preview

● Build brand awareness through a new general brochure for the organization and through
the utilization of published social media content.

Tactics for events

● Each press kit will include a press release, pdf flyer, media list, and personalized strategic
plan.

○ This will simplify information for those signed up for the BHGH email/mailing
lists.

○ The informational flyer and press release can be sent to all contacts of the media
list to assist in the promotion of these events to appeal to more donors and
attendees.

○ The personalized strategic plan will assist with how to utilize social media during
these events as well as how to utilize the activities at these events to promote the
organization.
 ● Create a Canva account to generate the flyer and general brochure
● Local reporters and journalists will be researched to create media lists that will be tailored
for each event

Tactics for the social media plan

● Develop a social media plan that specifically appeals to donors

○ Track current social media traffic by analyzing any changes in number of likes,
followers and comments.

○ Study similar organization media posts, such as Boys and Girls Club of America,
and analyze how they utilize their social media platforms.

○ Develop a plan for how graphics can be created and published on social media

VIII. Performance/Monitoring

Social media platforms and the progress of our work throughout the semester will be

continuously monitored. Google analytics will be used to monitor traffic and each social media

platform will be reviewed weekly to check the status of followers, likes, and which posts receive

the most activity. Twitter will primarily be analyzed through the app’s direct setting and the

client’s analytics tool for Facebook will be utilized as well.

We will meet with Tiffani every week via phone call to discuss which portion of the

project we are each working on and to ensure everything is on schedule. For the purpose of

remaining organized, each team member will have an assigned weekly task which will then be

presented to the client to receive any input or feedback they may have. All other communication

will be done via email, as long as it is not a time-sensitive issue.

IX. Timeline

Week 02/17/19

● Turn in proposal for approval

● Assign tasks to begin project

● Some group members will attend the Festival of Hope

Week 02/24/19

● Begin tracking social media accounts/Create google analytics account

● Create informational brochure

● Generate general use media list

● Complete press kit for 2019 Master’s Raffle event

● Present approved proposal and memorandum of understanding to client

Week 03/10/19

● Complete press kit for Festival of Hope event

● Begin forming strategic social media plan

Week 03/17/19

● Complete press kit for 2019 Ford Golf event

Week 03/24/19

● Complete press kit for 2019 Liberty Mutual Golf Invitation event
 ● Complete strategic plan for social media

Week 03/31/19

● Complete press kit for 2020 Auto Show event

● Finish revising and organizing final draft of plans book

Week 04/07/19

● Present Plans Book to client

X. Budget

The budget for this proposed plan will be minimal. Luckily the tactics being used for this

strategic plan will consist of a lot of online promoting on social media platforms, which won’t

cost the organization any money. The brochure and press kits will all be sent as PDF files, which

can be accessed within the organization whenever they decide to utilize them. BHGH may

decide to use some funds to print and distribute event press kits at a later time.

XI. Conclusion

Boys Hope Girls Hope of Detroit is a well-respected organization with a good reputation,

however they struggle to gain new donors and build their social media presence. The overall

goals for this specific campaign will be to provide BHGH of Detroit with five press kits and a

social media plan so they can attract more donors and gain brand awareness. In order for the

organization to maintain growth, it will be crucial that they implement this strategic plan in the

future.