First Responders Children’s 

Foundation

 
#GivingTuesday Fundraising Plan 2019  
 
​ ​Molly Grimm and Nina Powell  
#BeAHero  
​https://rb.gy/ypx3ze   
 
Executive Summary
The #BeaHero campaign is a fundraising effort to raise money kicking off on November 22, 2019
and ending December 4, 2019 for the First Responders Children’s Foundation (1stRCF). The foundation
raises money for scholarships and grants for the children or families of fallen or injured first responders.
We have been in contact with their executive director and 1stRCF is beyond excited for our
#Givingtuesday campaign because it is something they have never done before,
With personal connections to first responders we are both passionate about helping these children
through some of the darkest days of their lives by spreading awareness and trying to raise $500 toward
their cause. We will not only be utilizing our own social media, email, text messaging and a coffee event
in Broad Ripple to reach these goals but will be reaching 1stRCF’s donor base and running their social
media on giving tuesday to reach as many donors as possible.

Background
The First Responders Children’s foundation (1stRCF) provides financial support to children who
have either lost one of their parents in the line of duty or families who are facing hardships due to tragic
circumstances. The foundation was started as a response to 9/11 with the hopes of being a supportive and
positive environment for first responder’s families in New York as they entered the hard holiday season.
This continues to be a need for law enforcement families across the country that need assistance after the
loss of a dear loved one. They also give, support and facilitate educational activities as well that are put
on by law enforcement and firefighting organizations whose purpose is to benefit children or the
community. 1stRCF also gives many scholarships to help pay for up to four years of college for deceased
first responders children. 83% of their total expenses are devoted directly to their programs. 2% of their
total expenses are spent on fundraising efforts and the other 15% on administrative costs (1strcf.org).
Each year, over 200 law enforcement agents lose their lives in the line of duty. Thousands more
are injured permanently, leaving them in a hard place to be able to support their families. Since 2006,
1stRCF has spent three million dollars on the necessary resources to help the children of first responders
receive with what they need to thrive and become the heroes of tomorrow. They have awarded more than
$700,000 in over 37 states through 320 scholarships and grants. The importance of receiving a higher
education is becoming important to be successful in the workforce. By raising money for scholarships, we
will be able to provide these kids with the opportunity they may not be able to afford otherwise.

Personal Network Scan

Our personal social media network network consists of 7,018 friends and followers comprised of
personal and professional connections with over 77,000 impressions in the last 30 days. Besides are
friends and family on social media and in our everyday lives, we plan to connect with local Fraternal
Order of Police chapters, Local 416 Firefighters Union, The Indianapolis EMS service, Campus police
and supporting organizations as our other avenues for promoting our campaign.
Our profile consists of a diverse base citizens and first responders, some of which are wealthy
business owners and community leaders as well as hard working citizens who are eager to help. It also
consists of our friends, family and professional connections whom many of those know a first responder
and their family or potentially at some point required assistance from first responders in which they are
grateful for that assistance and can connect to our cause. What is interesting about our network is their
strong connection base and ability to build relationships. They are acquainted with politicians, healthcare
providers, entertainers, community advocates as well as causes they are passionate about.
The best mechanisms and motivations for this group will consider the direct correlation between
the organizations mission and the work carried out by the first responders who work in the field and
mitigate emergencies as well as our personal networks compassion for emergencies. We intend to use the
platform on the organization's website as it tracks giving in real time and the funds go directly to the
organization. We plan to share this link through email, text message and our social media platforms to
best reach everyone we think will participate in giving, but to also spread awareness

Molly’s Personal Connection

My dad has been a Police Officer for over 20 years and many of our family friends are either
police officers or firefighters. Your law enforcement family is one like no other. You grow together in
moments of tragedy but also celebrate and have fun during the victories. I grew up a “cops daughter”. I
remember riding in the car and listening to the police radio as countless calls came in. I am always proud
of my dads job and have never tried to hide it. I could not imagine a world without my dad. The man who
taught me some of the basic skills to life. The guy who made sure I was tucked in every night and made it
home from a night out with my friends. The role-model who taught me how to have fun and ensure I am
always being aware of my surroundings. What would my mom, sister and I do without him? Thankfully, I
have not had to live this reality, but so many families do. This is why I chose to support 1stRCF during
#givingtuesday.

Nina’s Personal Connection

As a 6 year Army National Guard Veteran and a 12 Year Fire Department Veteran serving as a
Deputy FIre Marshal & Fire Investigator I’ve met some of the most amazing people on their worst days.
It’s always been my job to step in and make things better. I am the proud daughter of Army Veterans &
I’m also a Mother of 3 beautiful girls. Each time I’ve had to leave my family for a call, my only hope was
to return to them. I have had tough investigations that caused me to fear for my own safety not to mention
the safety of my family. It’s a risk I took for 18 years for the benefit of my country and community and
could not imagine my children losing me and not being able to succeed at their fullest potential in my
absence. I’m honored to collaborate with this organization for giving Tuesday because of the work they
do and the people they serve. I’m thankful for my well being and happy to support the fine work of this
organization.

Case Statement
According to the International Public Safety Association, over 4,500 police, fire and EMS
personnel have lost their lives since 2000 (joinipsa.org). Coming from police and fire family backgrounds,
we understand the impact this career has on daily life. By assisting families with their basic needs and
providing educational resources for children of first responders, the First Responders Children Foundation
(1stRCF) empowers these children to lead fulfilling lives through adulthood. 1stRCF provides up to
$5,000 scholarships to each qualified applicant and numerous grants to families and organizations that
would not be possible without donations throughout the year. But, 1stRCF is just scratching the surface
and these families cannot face their worst days alone. Our goal to raise $500, will make children’s dark
days brighter in the times they need it the most.

Gift Range Chart

Non-Financial Goals
1. We want to spread awareness in Indiana, and other states, for the First Responders Children
Foundation through social media, text messages/phone calls and by conversation. We want at
least 100 more people to know about this foundation through engagements we keep track through
who we tell about our project and social media engagements.
2. We want to learn how to properly use social media to fundraise using our GoFundme link. We
will accomplish this by receiving 30% of our total gifts through an online platform.
3. We want to establish a new donor base and fundraising platform for 1stRCF by providing the
foundation with the emails of our donors and by providing them a report of our project to use for
future reference.

Goal Setting
Most of the goals we set were in comparison to what we found out about our donor base and our
foundation as a whole. After conversing with them on the phone, we found out that First Responders
Children Foundation has never had a #givingtuesday project. They do not have a large online donor base,
most of their donations come in check form once a year and they can expect them to. Knowing this, this
is where many of our goals came from. We want to diversify their donor base and give them something
they can use in the future. Because they have not utilized crowdfunding in the past, we had to start
somewhere. While we have large donor bases on an individualized level, we were worried about setting
our financial goal too high because they do not have a large social media and online presence. We set it
at $500 because we feel by reaching family and friends for larger donations by phone or in person and
having them share what we are doing on their social media we can get smaller donations through online
platforms.

Timeline of Tasks and Resources

October 30 (Molly) ​- Schedule a meeting with First Responders Children’s Foundation (1stRCF) to
discuss thanking donors and how they will help us- 1pm
November 3​ ​(Molly)​ - Create Crowdfunidng Website - GoFundme
★ Customize page
 ○ Add pictures
○ A Narrative
○ Make sure money is going directly to 1stRCF
By November 6 (Nina​) - Have all coffee plans finalized with union and contacts in the community on
board with the plan of implementing day of events
★ Coffee products ​(Nina)
By November 20 (Nina and Molly) ​- Contact local first responders about participating in our campaign
★ Inform them of our coffee event on December 3rd
★ Participate in lunch money event
November 26 (Molly) ​- Have all resources sent to foundation and plan set for how they are going to help
us on day of
★ Sharing posts
★ Sending us donor emails
★ Sending donors emails on our behalf
★ Social media posts prepared for them
November 28th (Molly and Nina)​ - Talk to family and friends about the campaign and make personal
asks for large donations
December 3 (Molly) (behind the scenes) - ​Keep up with online gifts and thanking donors
★ Keep track of who is donating and keep running list
★ Keep track and update thermometer for posts on social media
★ Keep in contact with 1stRCF on day of event
★ Start writing thank you cards to large donors - over $50
December 3 (Nina) (PR) - ​Keep up with social media responsiveness and be at the coffee event (7-8:30)
★ Keep track of interactions on social media on all accounts
★ Be at the union/location of coffee event to help
★ Keep up with any questions we get from local first responders or any online questions
By December 6 (Molly and Nina) ​Thank all donors and send thank you cards to the donors over $50
★ Packages/envelopes
★ Stamps

Social Media & other communications

November 17th- Launch Day 3pm
All Social Media Platforms (​Facebook​, ​Instagram​, ​twitter​)- video from foundation
Post on ​Linkedin
November 22nd​- Launch of thermometer and goal
2pm ​LinkedIn
4pm ​Facebook​, ​Instagram​, ​twitter
November 26th ​- Foundation impact stories
9pm- Impact story and pictures on ​Facebook​, ​Instagram​, ​twitter
November 28th ​- Thanksgiving Post
All day: Sharing foundations post about their breakfast that morning
12pm (right after parade before dinner) Make a post about someone “missing from the table”
 Posted on ​Facebook​ and​ Linkedin
November 29th- ​Black Friday Midnight Madness
12am- reminder that first responders are everywhere protecting you and they are important
(​Facebook​, ​Instagram stories​, ​twitter​)
12pm-​ email​ to 1stRCF donor base from them thanking the donors for coming to the Macy’s day
parade breakfast and asking them to donate to our campaign
3pm- share the same post again
December 1st​- Football Challenge for Colts Game
12pm Challenge all followers on ​twitter​ and ​facebook​ to donate to campaign depending
on Colts game score
December 2nd- ​Pack your lunch to donate lunch money
3pm ​Linkedin
5pm ​Facebook​, ​Instagram stories​, ​twitter
December 3rd-#givingtuesday
7am ​- ​shift change post (​facebook​, ​instagram​ ​stories​)
coffee challenge and coffee stand event
9am- ​Email​s go out (personal connections- again to 1stRCF donorbase)
10am - thermometer update (​Facebook, ​instagram stories​)
11am- ​texts​ to 10 potential donors
12pm- Pack and donate post (​Facebook​, ​instagram stories​, ​Linkedin​)
1pm- Thank donors up to this point ((​Facebook​, ​instagram stories, ​Linkedin​)
2pm- thermometer update (​Facebook, i​ nstagram stories​)
personal story (​Facebook​)
3:30pm Theme post (​Facebook, ​instagram stories​)
4:30pm ​Text​ 10 more potential donors
5:30pm Traditions Post (​Facebook​, ​instagram​, ​Linkedin​)
7pm Thermometer update (​Facebook​, ​instagram stories​)
9pm Thank donors ((​Facebook​, ​instagram stories​, ​Linkedin​)
10:30 Last Push (​text​, ​Facebook​, ​instagram stories​)
December 4th ​Thank all donors
10am ​Email​ thanks
12pm ​Text​ thanks
5pm Thank you social media (​Facebook​, ​instagram stories​, ​Linkedin​)

The Wow Factor

On #GivingTuesday people will be presented with​ tons of opportunities to give but the #BeaHero
campaign will be set apart:
★ We will use videos that capture the background & the mission of The First Responders Children’s
Foundation​ & images for the campaign.​​
○ This is a powerful approach that puts potential donors in direct connection with the need. ​
★ We are focusing on sentimental family moments, traditions and beautiful memories
 ○ This is going to help motivate donors from an emotional perspective and tug at their
heartstrings.
★ We will build support among our friends and family by inviting them to contribute and share our
messages in their circles of influence.
★ We are hosting a free coffee event for first responders and the community the morning of
#GivingTuesday.
○ There will be free coffee and an opportunity to connect and support the First Responders
Children’s Foundation.
○ We will be thanking donors by rewarding them with coffee on us if they are unable to
make our community event in Indianapolis
★ We will be writing hand written thank you notes to each $50+ donor.
○ We hope this makes an impact on the donor and will inspire them to continue to give to
1stRCF in the future. We will be paying attention to the smaller gifts that many
organizations would look over.
Campaign Theme
★ ​ Our Campaign theme is #BeaHero
○ A hero has lost their life in the line of duty and has left a void in their family’s life. This
campaign theme gives the opportunity for our donors to stand in the gap of these fallen
heros by making a donation to support the fallen heros children and family.
○ We hope to draw on altruistic motivations through our personalized story posts and using
pictures that tie back to donors and first responders being heros.
★ Our campaign materials are red, white, blue and Yellow.
○ This is not only in conjunction with the organization's branding but will stand out on
social media. The colors pop on the white background of the platforms. These colors also
represent the colors that many First Responders have on their uniforms and. Vehicles.

Multi-Channel Fundraising Writing

Social Media Posts

1.​ November 17th at 3pm on all social media platforms-

Launch of campaign
Caption: What if your parent went to work one day and never came home? Unfortunately for some
children of First Responders, this has been their reality.
This ​#​GivingTuesday​, a day set aside for global giving on December 3rd, myself and ​Nina Powell​ have
joined forces with ​First Responders Children's Foundation​ (1stRCF) to raise money for those who have
had to face the inevitable.
We ask that you watch the video to learn more about what 1stRCF is doing and learn more about their
mission, that is near and dear to our hearts.

(Insert Video from Foundation)

2. ​November 22nd- 2pm LinkedIn, 4pm Facebook, Instagram, twitter

Caption: This #givingtuesday my goal is to raise $500 for the First Responders
Children’s Foundation. With your gift, The First Responders Children's Foundation
will provide scholarships and assign grants to a family in need for education or
programming. As you have learned about the foundation from my previous post, I
hope that you will #beahereo and join me in making a difference.. Help fill up the
thermometer with donations! Donation Link: https://rb.gy/ypx3ze

3. ​November 28th at 12pm across all social media platforms​ -

Empty Seat at the Thanksgiving table

Caption: “An empty seat today is hard to bear. Give thanks for the brave
first responders who have given their lives in service by making a
donation to the First Responders Children’s Foundation
https://rb.gy/ypx3ze​.” #beahero

4/5. ​December 3rd​ at 6am across all social media-

Thank a First Responder Coffee Break @ Shift Change
Caption: “Free coffee for first responders today 7-9a at 6379 N College Ave
Indianapolis, IN! Community Members please bring the kids, stop by & share a smile
#saythanks”! #beahero ​ ​https://rb.gy/ypx3ze

Thank a donor with Coffee on me

Caption: Shift change can be a time to go to bed but also many first responders
have to go home and get their kids off to school before they are able to go to sleep.
Make a donation to First Responder Children’s Foundation and have coffee on me! #beahero
https://rb.gy/ypx3ze

6/7.​ December 3rd at 12 noon on Facebook and Linkedin

Pack & Donate Challenge
Caption on Dec. 2 : “When you’re hero is gone sometimes you are left with more
than just an empty heart. Take our ‘Hero Lunch Pack Challenge’. Pack your lunch
& donate your lunch money on 12/3. Help The First Responders Children’s
Foundation support families in need! #beahero #givingtuesday”

Caption on Dec. 3: “Today is the day! Donate the money that you would have
spent on lunch to The First Responders Children’s Foundation to help support
families in need! ​https://rb.gy/ypx3ze​ #beahero #givingtuesday”

8. ​December 1st at 12pm - Facebook and Instagram Stories

Caption: Help us score a win for children of fallen first responders. Take the #beahero
challenge! Donate a $1 per point each time your team scores! Post your gift with the
hashtag #beaherochallenge.

9. ​December 3rd at 1pm- Facebook, Instagram, LinkedIn

Caption: Thank you for donating to my #GivingTuesday campaign so far! We have $$ to go!
Here is a special video from some first responders kids that want to say thanks! #beahero #givingtuesday
(Insert video of personal kids we know)

10. ​December 3rd at 9pm- Facebook, Linkedin and Instagram

Caption: Thank you to everyone who has donated to my #GivingTuesday project. With
your generosity children of first responders will be able to receive scholarships to make
their dark days a lot brighter! Together we raised $$$$ for the First Responders Children’s
foundation. #beahero

Launch Email

Dear __________,

What if your parent went to work one day and never came home? Unfortunately for some children of First
Responders, this has been their reality.
This #GivingTuesday, a day set aside for global giving, Molly and Nina have joined forces with First
Responders Children’s Foundation (1stRCF) to raise money for those who have had to face the inevitable.

Molly, the daughter of a police officer and Nina, a Fire Investigator, are passionate about the mission of
1stRCF but need your help.

Fallen First Responders have made the ultimate sacrifice for others and with your help the First
Responder Children Foundation can help provide their families with basic needs, educational support &
hope for a bright future. 1stRCF understands how important tomorrow is for these families. By assisting
families with their basic needs and providing educational resources for children of first responders, they
empower them to lead fulfilling lives in adulthood. These families are reassured that someone is still in
their corner & has made a long lasting positive impact on their lives.

We ask that you watch the video to learn more about what 1stRCF is doing and learn more about their
mission, that is near and dear to our hearts.

(Insert Video From the foundation)

If you feel so inclined to give, here is the link to our fundraising page (​https://rb.gy/ypx3ze​). By spreading
awareness and raising funds we will able to make a first responder’s family’s life easier on dollar at a
time.

Thank you for your support,

Molly Grimm and Nina Powell

Thank you Email

Dear ----------,
Your generosity to the First Responders Children’s Foundation has turned a child's dark days into a
brighter future. Your gift is powerful and allow students like Taylor Moss to receive scholarships that can
change their lives.

Insert video of Taylor

In addition to providing scholarships, First Responders Children’s Foundation (​https://1strcf.org/​) helps

with programs throughout the country to help support and care for the First Responders in our nation.
These programs can be positive in a community facing loss or a learning experience for first responders to
better serve their community.

We are extremely grateful for your donation and that you chose to support our #GivingTuesday project.
Thank you for supporting a cause we are so passionate about! We were able to learn so many valuable
skills to use in our future careers throughout this project.

(Insert picture at the coffee event)

With your help we were able to raise $$$!

Sincerely,
Molly Grimm and Nina Powell