Presented by Ad Strat Solutions | Northwest Missouri State University | Fall 2010

Table of Contents
4 5 7 Executive Summary Situation Analysis Problems and Opportunities

9 Target Market 10 Creative Strategy • “I Helped” • Fundraiser 12 Creative Strategy • “Power Up” • Fundraiser Media Strategy SEO/Social Media Special Projects • Muncharoo • Zazzle greeting cards

14 16 19

22 Staff and Acknowledgements

Executive Summary
Domestic violence is a difficult subject to engage consumers of mass media, but we know that young people, especially young people in the Kansas City area, are open to helping non-profits they believe in. We here at AdStrat Solutions believe we can help the Hope House increase awareness amoung young adults in the Kansas City area. This report will outline why we believe that and how we can do it. Our focus throughout this semester (and throughout this report) is to find and execute viable means by which the Hope House can immediately, and simply, reach a new target audience and modestly increase fundraising. We have created two different advertising campaigns, both of which reach a young audience and contribute to fundraising. More details about the research findings in this plans book can be found in the separate appendix.


Executive Summary

Situation Analysis
Organization Analysis
Since 1983 The Hope House has one main goal, to save lives. To maintain this goal, the non-profit organization provides safe refuge and support services that educate and protect women and children. They offer the following services: shelter, outreach programs, legal counsel, therapy, childhood development, and transitional housing, along with other various services to assist domestically abused individuals.

Non-Profit Analysis
From 2009 until 2010, the non-profit industry of the United States had a total revenue of $2.15 billion. After three years in a recession, the index of national fundraising performance showed a median growth of 2.4 percent. Recurring donors are the most valuable because they donate the most consistently, though the average donations given are lower than gifts given by a one time donor. According to the ‘Basic Giving Characteristics of Recurring Donors’, in 2009, recurring donors gave an average gift of $23. One-time donors gave an average donation of $64, almost twice as much. But on a yearly basis, recurring donors give $220 per year, compared to $97 giving by one time donors. Recurring donors make up just a small percentage of the total donations, with a participation of just 10 percent, but this percentage is increasing. Most recurring donations are given via credit card or Electronic Funds Transfer. According to the ‘Online Gift Donor Profile’ research report from Blackbaud, online givers are younger than the average donor. Also these givers have little to no prior to the giving history of the organization.

Donor Analysis
Millennials, which are people between the ages of 18 and 24, along with mothers, are most likely buy a product that is beneficial to philanthropy. Generation X and Y are a very tech savvy group. In the study “Next Generation of Giving,” the authors see that X and Y can be contacted for donations through a variety of channels. These channels include traditional marketing methods of print pieces and mailings but now also include ecommerce, word of mouth, online giving, event fundraising, monthly debit programs, mobile donations and e-mail. Media channels that act as influencers can be social networks and websites where information and opinions are gathered. Individual donors contribute 75 percent of all donations. Corporate philanthropic giving made up about 5 percent of all donations. Of the American population, 89 percent have given donations to a nonprofit. Typically people with a higher income (salaries of $100,000 per year or higher) donate more . Communities that are more cohesive and connected are more likely to give in excess of average projections. People who have religious affiliation are more likely to give, out of that group, the most generous are protestants. “Baby Boomers,” or people between the ages of 45 and 65, also tend to be more apt to donate. Caucasian and African American adults donate more than Hispanic adults. African Americans will donate $9 out of every $10 of funds to church-affiliated charities.

Situation Analysis


Non-Profit Advertising Analysis
Fundraising and advertising strategies for nonprofit organizations are moving away from traditional advertising methods such as television, radio and print. The preferred method of communicating is rapidly changing to using social media to target a specific audiences and generate donations. The success rate of a number of organizations depends on social networking sites, such as the popular Facebook and Twitter, to generate profit for a low cost.

“Competitive” Analysis
Many businesses in Kansas City have programs that raise money for non-profits. Hope House is one of 7,500 non-profit organizations vying for money from businesses in Kansas City. In 2007, Kansas City donated $2.15 billion to non-profits, $1.47 billion of which stayed in Kansas City. Of this $1.47 billion, corporations gave $150.3 million, half of which went to human service organizations. From the non-profit perspective, human service organizations received $243.05 million, which is 16 percent of the money given to all non-profits in Kansas City. Therefore, Hope House is vying for $75.15 million given by corporations and $243.05 million given to all human service organizations. Out of the 7,500 nonprofits in Kansas City, six (not including Hope House) deal with domestic violence. Hope House competes with Rose Brooks, Synergy Services/Safe Haven, SAFEHOME, New House, Metropolitan Organization to Counter Sexual Assault and the Kansas City AntiViolence Project every year for money. Hope House and the six other domestic violence organizations are by no means standard competition; they all want to help victims of domestic violence. However, in order for Hope House to grow and continue to help the community, they need to stand out from their competition and tell people why they need money.


Situation Analysis

Problems & Opportunities
• • • • • Hope House has limited funds for advertising; limited staff for fund-raising programs Current donors are a limited audience, aging Kansas City has many non-profits, all asking for money Domestic violence is an uncomfortable topic Donors need a personal connection or personal motivation to give

• • • • • • • • • • Room to expand target audience to young professionals Donors tend to stick with one charity - establish young donors for long-term benefit Generation Y is community-minded - predisposed to charitable contributions Social Media is an inexpensive way to reach potential donors Social media facilitates recommendations among friends Kansas City is known to have a high ratio of “givers” Nationwide donations are up 22 percent (change in attitudes during economic downturn) Mothers and young people tend to buy a product if they are related to a cause Donors feel good about giving Tap into technology-based fundraising that doesn’t overextend Hope House staff

Problems and Opportunities


Target Market Analysis
Primary: Young Adults
Age: 22-35 Household Income: Education: Psychographic Segmentation: Giving Patterns: This age range is 50 percent of the U.S. population. Sixty percent of salaries are below $50,000. Only 28 percent of the target is college educated. Fifty-two percent of Gen X & Y use social networking; Media used: Internet, Direct Mail, Mobile; Tech Savvy Over 50 percent already donates to a charity.

According to research and observation the Generation X and Y are a very tech savvy group. They have grown up with technology, the internet, and related marketing techniques. They are a more educated demographic but less active in giving due to their lower incomes. In the study “Next Generation of Giving” the authors see that X and Y can be contacted for donations through a variety of channels. These channels include traditional marketing methods of print pieces and mailings but now also include ecommerce, word of mouth, online giving, event fundraising, monthly debit programs, mobile donations and e-mail. Media channels that act as influencers can be social networks and web sites where information and opinions are gathered. Another interesting observation is that even though a donor of these generations may be solicited in one fashion that does not mean that they will donate using that specific channel. A potential donor could be contacted via e-mail but donate via personal check from an address posted on an organizations web site or use an envelope from a direct mail piece. The key it seems, per the “The Next Generation of American Giving”, is the integration of several marketing channels. In conclusion Generations X and Y are a very social bunch that can be contacted through several media channels. They are educated and even though they have lower salaries over 50% of each generation’s population already donates. Social Media and Social events are a good way to spark conversation and word of mouth promotion to their peers. However, main stream media and direct mail is still an effective way to communicate a cause as long as it is not used by itself.


Target Market Analysis

Average Age of Social Networking Users
Bebo MySpace Xanga Friendstar Hi-5 Tagged LiveJournal Reddit Ning Facebook Friendfeed Digg StumbleUpon Twitter SlashDot Delicious LinkedIn Classmates











31.8 32.3 33.4 33.5 34.4 35.2 35.8 37.4 37.8 38.4 38.4 38.5 38.5 39.1 40.4 41.3 44.3 44.9

Information by

Target Market Analysis


“I Helped”
“I Helped” Campaign Objectives
The objective of this campaign is to reach out to the young adults in Kansas City and its surrounding area and emphasize the seriousness of domestic violence in the target audience’s environment. This encourages the audience to take action against a situation that does and can affect their friends, family, neighbors and others around them. The campaign embeds a fundraising effort: selling a variety of items with the “I Helped” logo. This not only helps spread the word, but also taps into the fact that donors feel good about giving.

Creative Strategy
The campaign has the ability to feature known public figures in the Kansas City area as influencers to encourage the donating of the target audience. Each featured influencer will be wearing a product bought for the benefit of Hope House with a personal testimonial that states how their donation helped with a specific aspect or need of the Hope House. The campaign will invoke a sense of respectability to the target audience by differentiating that they will be investing in their community rather than making a donation.

Magazine and Newspaper


“I Helped”


Landing Page for Zazzle Products

The “I Helped” campaign intends to generate funds for the Hope House by creating a free online store on the site, The store will feature apparel such as t-shirts, ties, and hats with the slogan “I Helped”. It gives tangibility to the message given by the ad campaign and also allows donors to spread the message. is a web platform that enables businesses to create unique products for consumers. The products created are made on demand, within 24 hours of the order, so there is no need to purchase inventory. The site works on a royalty program so Hope House earns at least 10 percent of the sale of each item. An account has already been created for Hope House where you can set the royalty percentage for each item. We recommend this site because it’s an easy way for Hope House to sell products without having to pre-order them and Zazzle handles all of the transactions.

“I Helped”


“Power Up”
“Power Up” Campaign Objectives
This campaign looks to make a connection to the target audience using video game references. It encourages awareness of domestic violence by using typical interests of the target and putting it in a perspective the audience can relate to. This campaign emphasizes how donors can empower the victims of domestic violence through a donation. The campaign correlates Hope House services and the target’s donations toward Hope House as a way to “power up” victims of domestic violence and to give them their strength and hope back.

Creative Strategy
This campaign reaches toward the technology oriented target audience by creating a correlation between domestic violence and video games. The campaign features women in various position of tiredness and fatigue with copy to give audience the message that domestic violence drains a victim of power, similar to power references in video games. The campaign also utilizes the target’s propensity to donate via text messaging through a text donation program that gives the donor a feeling of being proactive.



“Power Up”

Magazine and Newspaper

Our research has shown that our audience is technically savvy. Since our target audience is technically savvy, we decided texting would be an effective means to help raise money for Hope House, because our target audience age range comprises the majority of people who text regularly. Also, The Cellular Telecommunications Industry Association (CTIA) stated that there are 270 million mobile subscribers in the United States, and the audience age range between 35 and 54 is increasing the frequency of their text messaging. It doesn’t give an exact number, but it does say that older audience members know how to text, and are willing to text, so this approach won’t alienate your current donor base. For the “PowerUp” campaign, advertisements will call for people to text “Hope” to give a woman a “PowerUp” and help her escape domestic violence. We have provided a document describing how to apply for the texting service and a link to the application.

“Power Up”


Media Strategy
The primary focus of the media strategy is to utilize digital media and social networking along with traditional advertising, both paid and PSA, in the Kansas City area to effectively reach the target audience.

PSA Strategy
Three major networks and their sister stations in the Kansas City area run PSA’s free of charge; however, at what time they run and for how many months they are kept in circulation is completely at the networks discretion. The major radio stations we have decided to broadcast with target our primary demographic in terms of age, education and income are Mix 93.3, 94.1 KFKF and 98.9 The Rock. Seventy-one percent of Mix 93.3’s listening audience is in the 18-49 age range. It is also the most listened to radio station in the Kansas City area. KFKF 94.1 is the longest running country station in the Kansas City area and has a very dedicated listening base. Fifty percent of their listening audience makes $50,000 which fits into our target and 46 percent have advanced education and with 260,000 listeners per week, this station would be a solid choice for our message. In order to create the greatest amount of diversity while still staying within the parameters of our target audience, we suggest 98.9 The Rock. Ninety percent are in the ages of 18-49 and 53 percent make $50,000 or more a year.

Paid Ad Strategy
The first method of advertising we recommend to buy is Facebook Ads. Tailor ads geographically within 25 miles of a Kansas City and insert specific likes and interests so ads appear on the profile pages of the target audience. You can also use the “friends of Cause” utility which allows you to target the friends of those who are already friends of your cause page. We suggest the pay per click payment method. Through our research we found that with the personality criterion used we would be advertising to 250,000-500,000 people within the Kansas City area. This would cost about $2.00$3.50 per day. The total maximum annual cost would be $1,277.50. We also recommend Google AdWords. With a budget of $5.00 a day or $1,825 a year and using the keywords also recommended for SEO, in addition to geographic targeting, Google estimates that the ad created would get between 2-14 clicks per day which would equate to 730-5,110 more people visiting the Hope House website annually. KC Ink focuses on young professionals between the ages of 21 and 34 and has a distribution of 50,000 each week. We suggest running 12 2x5.5 in. ads for the price of $4,272. Utilize this media outlet in a three month blitz to improve funding during traditionally poor donation times (late summer and fall). Additionally, advertise on the KC Ink website using the 728x90 pixel ad for a three month campaign that will overlap with the print ads on their “pics page Leader board” for $1,000 a month. This portion of the site is very popular because it allows Kansas City residents to upload pictures of themselves and their friends in social gatherings. The total cost of all of the paid ads is $10,374.


Media Strategies

Media Being Used  Radio Stations Media Being Used  Radio Stations Call Letters KMXV 93.3 Cost KFKF 94.1 KQRC 98.9 Televison Stations Call Letters/Channels  WDAF/Fox 4 KMBC/ABC 9 KSHB/NBC 41 KMCI/Independent 38 Print Newspaper/Magazine KC INK Insertions 12x Internet  Websites  Size 2x5.5 in.  Cost .10‐.20 Cost Per Click (CPC) .12‐.24 Cost per click Cost 1,000 Cost per Month .10‐.20 Cost Per Click (CPC) .12‐.24 Cost per click 1,000 Cost per Month Facebook Ads  Insertions Total ($) Total ($) 4,272 Cost .10‐.20 Cost Per Click (CPC) Size n/a n/a Size 2x5.5 in.  Cost PSA (N/A) PSA (N/A) PSA (N/A) PSA (N/A) Cost PSA (N/A) PSA (N/A) PSA (N/A)

PSA Recommendations Media Being Used 
KMXV 93.3 PSA (N/A) PSA (N/A) Cost PSA (N/A) PSA (N/A) PSA (N/A) Cost PSA (N/A) PSA (N/A) PSA (N/A) Cost PSA (N/A) Radio Stations KFKF 94.1 Call Letters KQRC 98.9 KMXV 93.3 Televison Stations KFKF 94.1 Call Letters/Channels  KQRC 98.9 WDAF/Fox 4 Televison Stations KMBC/ABC 9 Call Letters/Channels  KSHB/NBC 41

Call Letters

WDAF/Fox 4 PSA (N/A) Paid Media Recommendations KMCI/Independent 38 PSA (N/A) KMBC/ABC 9 Print KSHB/NBC 41 Newspaper/Magazine KMCI/Independent 38 KC INK Print Newspaper/Magazine Internet  KC INK Websites  Facebook Ads  Internet  Google Adwords  Websites (Banner Ads) Facebook Ads  Total ($) Google Adwords (Banner Ads) Total ($) PSA (N/A) PSA (N/A) Size PSA (N/A) 2x5.5 in. 

Insertion 12x

.12‐.24 Cost per click 12x Google Adwords  4,272 Size Total  ($) n/a n/a (Banner Ads) 1,000 Cost per Month 1,277.50 Total ($) Total  ($) 1,825 3,000

728x90 p

Size 728x90 px n/a n/a 728x90 px

1,277.50 10,374.00 1,825 3,000 10,374.00
Media Strategies


Search Engine Optimization
First we searched a few keywords to see how Hope House ranks in keyword searches. We noticed that Rose Brooks consistently ranks above you in most searches. So, we analyzed Hope House’s website to try find ways to improve your rankings. Even though search engines don’t divulge exactly how they rank search results, part of their ranking is based on two simple concepts. The first is a location/frequency formula in which search engines analyze keywords on a website. The second is somewhat of a popularity contest where search engines determine how many sites link to a given website. We analyzed for these two concepts and have a few suggestions that might produce more relevant traffic. The most important keywords to use are Kansas City, domestic violence and a combination of those words and help, hotline, shelter and resources. We think this because Rose Brooks and New House use these and consistently are above Hope House in searches. By emphasizing Kansas City in the keyword list, Hope House can rank higher searches than other shelters in Kansas City. The important places for these keywords to be located on a website are listed in order of most important location first: • Title tag: words that are in <title></title> • Meta tag: <meta>, especially keyword meta tags and description meta tags • ALT tags: ALT= inside <img> tags • IMG names: example: <img=”images/ hopehouselogo.jpg”> • Headings: words that appear within these tags: <h1> and <h2> • Bold or Strong text: words that appear within these tags: <b> or <strong> • Text that appears at the top of the web page, especially in the upper left corner: since has images at the top, we analyzed the html code there, specifically looking at IMG and ALT tags. • Text that appears “above the fold” – or on the top portion of the website A screenshot on the f0llowing page indicates where these items can be found in both the web site interface and the html code. If you (or VML) put important keywords in the above locations, search engines will consider those words to be very important, and will send more search results your way for people who search for terms that include the same words and phrases.

Link Popularity Domain Hope House Rose Brooks Total Google 956 14 1,480 0 Yahoo Live 273 241 440 344 AllTheWeb Alta Vista 0 428 0 696



Keyword Performance
Keyword Domestic Violence in Kansas City Kansas City domestic violence shelter Domestic violence Donate to domestic violence in KC Hope House 6th 3

Rose Brooks 3 1
rd st

st nd rd 1 , 2 , 3

No 5th

<meta name="keywords" content="violence,abuse,domestic abuse,hope house,beating,child abuse,shelter,hotline,human trafficking,battered" /> <img hspace="10" alt="This young woman was bruised by someone who says he loves her." vspace="10" align="left" width="250" height="342" src="/sites/default/files/girl with bruise(2).jpg" /></p>


Social Media Recommendations
Users need a good reason to visit your Facebook and twitter pages. Young professionals use social media almost daily for personal use, but they need a reason to visit your site, too. Your Facebook page should be the place for your target audience to go to learn about Hope House, events and ways to give and get involved. Give people lots of options; let them be able to donate no matter where they are on your site or social media pages. Also, give them multiples ways to donate; through your causes page, through your site using Network For Good or through Pay Pal. Put each way to donate on both your website and on Facebook and link your donation page on your site to Facebook so people can find out others way to help. Don’t worry about pushing donating too hard, people have preferences on where and how they donate/buy things online; not having options might deter some people from donating.

There is an application on Facebook that will automatically send your Facebook posts to Twitter. In applications, click on applications directory at the bottom, search under utilities. Tweet and Tweeter let you update Twitter directly from Facebook and we recommend either of these. Selective tweet and Smart Twitter let you update Facebook from Twitter. Tweets are very easy for your supporters to “retweet” – making it easy to spread your messages. Also, try personalizing Twitter by making your own background. This will draw attention to your mission and website right when a person visits your page. We will give you a template to create your own background in Photoshop.

You can also create a donations widget for your website and an app for Facebook on the PayPal site. Setup for a widget is free. A fee only incurs when someone donates. You can setup as a non-profit to get lower rates. We highly recommend creating a widget because of sharing capabilities. The widget would go on your website and people would be able to donate on it directly; the widget will take them to the secure PayPal server. People will also be able to copy the code of the widget and put it on their own sites for other people to see and donate on too. This will also help the number of links you have (see SEO page).


Social Media

Special Projects is a Kansas City based website that provides its members with great deals on dining in the Kansas City area. is very active and they sell hundreds of meals a day. It also offers opportunities for non-profits to earn cash as well. As of November, the Muncharoo site has already given away approximately $3,600 to charity.

How it works
Mucharoo will set Hope House up with their own URL to direct their website traffic to. Any traffic referred to this site that purchases a meal deal will automatically earn the Hope House $3. This can add up quickly and can be advertised within the Hope House via their newsletter and website. It is also recommended that the Hope House encourage their members to bookmark the Hope House‘s entrance page so every purchase will be counted.

Special Projects

19 Greeting Cards offers a lucrative associate program. Once Hope House becomes an associate, every referral from the Hope House website yields 15 percent of the total purchase price. This can include product designs developed by Hope House or from Zazzle’s vast selection of products. With the Store Builder tools provided by, after Hope House is an approved associate, this nice feature can be integrated into your existing website. One great way to begin utilizing the associate program would be via Christmas cards as displayed in the screen shot below. There is a great selection of cards that can be customized by store visitors. You can encourage your supportors to buy their personal or business cards from your site. The greatest thing is that once this store is set up, Hope House can sit back and relax. The site will take care of itself.


Special Projects

A Special Thanks to...
• Lee Marlin and Libby Conner for working with us all semester and allowing us to be apart of their efforts. • Dr. Thomas Billesbach for providing us with the means to make this class possible. • Kevin Fullerton for being our professional mentor and traveling to Maryville for class presentations. • Jacquie Lamer for being our instructor and advisor this semester.


Consumer Analysis Target Team “I Helped” creative team

Company Analysis Account Coordinator

Competitive Analysis Plans Book Team SEO/ Social Media

Domestic Violence Analysis Media Team “I Helped” creative team

Company Analysis Pitch Team “I Helped” creative team

Competitive Analysis Media Team SMS Research

Consumer Analysis Target Team Special Projects

Advertising Analysis Plans Book Team “Power Up” creative team

Non-Profit Analysis Pitch Team “Power Up” creative team


Special Projects

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