ALISAS ANGELS FOUNDATION

EXECUTIVE SUMMARY

PROJECT RESEARCH
INTRODUCTION
With the intention of assisting your wonderful nonprofit organization, my team and I identified the

problem linked to the absence of a diverse applicant pool in your scholarships. By gathering and

conducting primary and secondary research, we determined that your current branding, messaging, and

outreach were approaches that needed to be altered. We crafted a strategic recommendation for you,

our client, where you will be able to improve upon your current strategies and attract more applicants

and scholarship recipients in the future. Below you will find our research, regarding the situation,

background, analysis, recommendations, response, conclusion, and references.

SITUATION
To develop new and improved strategies, regarding outreach and branding strategies, such as gender-

neutral branding, effective social media branding and search engine optimization. All of these

approaches aim to attract and connect with both genders and are suited for:

You Scholarship Applicants

Donors

(NonProfitFacts,2020).

BACKGROUND
Our research identified the best practices for eliminating bias in

organizational branding and messaging and the unintended

biases that may deter diverse applicants from applying. We

based our research on THREE key components:

1. GENDER NEUTRALITY FOR LOGO AND WEBSITE

2. SOCIAL MEDIA ENGAGEMENT (Velarde, 2020).

3. SEARCH ENGINE OPTIMIZATION (Roesler, 2018). (Next Level Marketing,

2020).

ANALYSIS RECOMMENDATION
GENDER NEUTRALITY FOR LOGO AND WEBSITE: In a study made by REDESIGN LOGO
researchers from Oxford University, it was found out that design

stereotypes can separate audiences , especially the ones that separate Religion-Based Community-Based

designs into feminine and masculine. Men don’t like purple , while most CHANGE THE WEBSITES COLOR TO A MORE GENDER-
women do. Men prefer bright colors and shades. Women prefer light
NEUTRAL COLOR

colors and tints.

(Miziolek, 2012).
Feminine Colors Gender Neutral Colors

SOCIAL MEDIA: Social media marketing is a delicate balance between

Purple, Peach, Pink, Coral, Gray, Light Brown, Black,
providing useful and meaningful information and asking for donations.
Rose, & Red White, Yellow, & Green

75% of consumers make credibility judgement based on organization

theme and design.

DEVELOP SOCIAL MEDIA PLATFORMS AND SEARCH ENGINE
OPTIMIZATION
(Abby Jarvis, 2017) & (Campbell, 2020) & (Mawhinney, 2020).

SEARCH ENGINE OPTIMIZATION: 6 0 % of all organic clicks go to the

top 3 search results.

"There is only way to succeed. You need to be in the top 5-7 searches

(Next Level Marketing, 2020). for your business to be found and see a return on your investment".

(Next Level Marketing, 2020).

 IMPLEMENTATION RESPONSE
TIMELINE
DETAILED NEXT STEPS
Mid November 2020
Receive all information and WHAT STEPS DOES YOUR CLIENT NEED TO TAKE TO IMPLEMENT
materials from us, consultants YOUR RECOMMENDATION?
For 15 years, you have struggled to diversify your applicant pool, hence, we
Late November 2020
are excited to present to you our solution in November, that may involve
Arrange a meeting with board to
discuss the plans for the new costs, resources, time and energy, but the long-term effects will make up
creative direction
for it.

Early December 2020

Encourage volunteers and unpaid
interns to contribute to your
mission statement

Mid December 2020

Update and redesign logo and
website

Late December 2020 WHAT ARE THE RESOURCES NEEDS (TIME & MONEY)?
Develop social media platforms The hiring of a designer or developer will cost $6,000, with an ongoing cost
with new content
of $1,000 per year. But we believe that after the redesign, a part-time

unpaid software developer and social media marketing intern would be

Early January 2021
responsible for the website, avoiding unnecessary yearly maintenance fees.
Create takeovers and engagement
techniques on social media In addition, and along with volunteers, he or she will be responsible for
platforms
attracting a larger number of applicants via the use of social media

platforms.

Mid January 2021

Contact SEO professionals to (Sehl, 2020).

create a strong online presence

How will they get "paid" or why would they want to work 12 hours a week?

With the experience, the satisfaction of helping an organization who help

Late January 2021
others, and the enhancement of their professional network. We recommend
Resolve the issue, increasing the
percentage of the diverse that you recruit potential candidates on Handshake and LinkedIn.
applicant pool

(Carney, 2020).

CONCLUSION
Our team, the Fantastic 4 (with 2 Mullets) is excited to provide you with four recommendations that come

with many benefits, but the main one, is being able to fix an ongoing problem, which is to attract a

diverse pool of scholarship applicants. By integrating the recommendations into your website and social

platforms, you can expect to not only eliminate gender bias and increase the number of male applicants,

but also increase outreach and connectivity for both applicants and donors. For instance, utilizing the

approach of a gender-neutral design and re-building the website will result in targeting a larger

audience, focusing the logo on your foundation’s moving story and mission statement will attract and

resonate with applicants and donors, maintaining engaging content on Instagram and Snapchat will help

reach the indented audience- high school students, and utilizing SEO will create a strong online

presence to the public about the services that you offer, or your foundation itself. If you have any

questions regarding the content or recommendations, please feel free to contact me using the contact

information listed below.

Sam Cummings Briana Gamillo Yamelle Gonzalez Loudon Hasler Michael McCarthy Lexi Otto

520-470-9446 | Tucson, Arizona | Yamelle Gonzalez | yamelleg@email.arizona.edu

 REFERENCES
APA STYLE

1. Abby Jarvis, Q. (2017, March 3). Five Marketing Strategies to Bring Supporters to Your Donation
Page. Retrieved October 27, 2020, from https://trust.guidestar.org/five-marketing-strategies-to-
bring-supporters-to-your-donation-page

2. Campbell, J. (2020, June 24). 11 Ways to Grow Your Nonprofit Social Media Followers. Retrieved
from https://www.classy.org/blog/11-ways-grow-nonprofit-social-media-followers/

3. Carney, L. (2020, October 13). How Much Does a Website Cost in 2020? (Full Breakdown).
Retrieved October 27, 2020, from https://www.websitebuilderexpert.com/building-websites/how-
much-should-a-website-cost/

4. Mawhinney, J. (2020, April 29). 50 Visual Content Marketing Statistics You Should Know in 2020.
Retrieved from https://blog.hubspot.com/marketing/visual-content-marketing-strategy

5. Miziolek, J. (2012, July 30). How Dove Reinvented Its Brand For Men. Retrieved from
https://www.fastcompany.com/1824772/how-dove-reinvented-its-brand-men

6. Next Level Marketing. (2020). Why Search Engine Optimization? Retrieved October 27, 2020, from
https://seo.nextlevelsem.com/?matchtype=b&network=g&device=c&adposition&keyword= search
optimization&gclid=Cj0KCQjw28T8BRDbARIsAEOMBczrqTTY3CV2JtGj__MiklEe8LyhKSeARNLJWH_rpGTA
7j8NRiy6JeIaAsb_EALw_wcB

7. NonProfitFacts.com. (2020). Alisas Angels Foundation in Tucson, Arizona (AZ). Retrieved October
27, 2020, from http://www.nonprofitfacts.com/AZ/Alisas-Angels-Foundation.html

8. Roesler, P. (2018, June 04). Pew Study Shows Teens More Likely to Use Instagram or YouTube Over
Facebook. Retrieved from https://www.inc.com/peter-roesler/pew-study-shows-teens-more-likely-
to-use-instagram-or-youtube-over-facebook.html#:~:text=The fact that many teens,and Snapchat (69
percent).

9. Sehl, K. (2019, July 17). A Social Media Budget Breakdown for Every Size of Business. Retrieved
from https://blog.hootsuite.com/the-7-components-of-every-social-media-budget/

10. Velarde, O. (2020). What Is Gender-Neutral Design? Here's How and When to Use It. Retrieved
October 27, 2020, from https://visme.co/blog/feminine-design-masculine-design/