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Final Report
Camp Kesem Queens

Madeleine Weeks
Madison McGovern
Danielle Sherman
Lauren Fischer
I’Nayha Brock
Arden Floom

December 11, 2020 

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Table of Contents
Executive Summary……………………………………………………………………………… 3
Introduction………………………………………………………………………………………..3
Secondary Research & Situational Analysis……………………………………………………....3
Research Goals & Research Questions…………………………………………………………....9
Research Methodology……………………………………..……………………………….…...10
Key Findings………………………………………………………………………………...…...12
Campaign Ideas & Recommendations…………………………………………………...………23
Challenges & Lessons Learned………………………………………………….………………29
Team Profile…………………………………………………………………...…………………30
Appendices……………………………………………………………………………………….31
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Executive Summary
Our team conducted research and wrote this report for Camp Kesem at Indiana University to
help them successfully address issues created by the COVID-19 pandemic. These issues include
a decrease in fundraising, membership retention, and communication challenges. The COVID-19
pandemic created unprecedented challenges that necessitated innovative solutions to help Camp
Kesem successfully navigate through this time.

This report outlines the results of our team’s quantitative and qualitative research and provides
recommendations for Camp Kesem based on those results. We started our research with a
situational analysis of Camp Kesem at Indiana University, which included an exploration of
Camp Kesem’s target publics, internal and external environments, and a SWOT analysis. We
then conducted interviews with members of Camp Kesem at Indiana University to gain their
perspectives on the impact of the COVID-19 pandemic on fundraising and their chapter
environment. Finally, we utilized a Qualtrics survey to gain insight into how other Camp Kesem
chapters handled the challenges of the COVID-19 pandemic so we could make comprehensive
recommendations to the Indiana University chapter. This report summarizes our findings and
recommendations in order to help Camp Kesem not only survive the COVID-19 pandemic, but
improve their fundraising efforts and organizational functioning.

Introduction
This report addresses challenges and presents solutions to issues Camp Kesem is facing due to
the COVID-19 pandemic. The report is organized chronologically, allowing Camp Kesem to
understand their current situation and view how our research directly addresses their current
issues. The report begins with a situational analysis, followed by the results of our qualitative
and quantitative research. At the end of the report, we offer solutions regarding fundraising and
donor communication. Additionally, solutions for organizational communication include the
creation of fundraising teams, increased social media usage, and more. We conclude the report
with research challenges and lessons learned. Our appendices can be found at the end of this
report.
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Secondary Research & Situational Analysis

Internal Environment
Mission​: Camp Kesem’s mission is “supporting children through and beyond their parent’s
cancer” (Camp Kesem, 2020). The organization is committed to doing this at no cost to the
families.

Vision​: Camp Kesem’s vision is “ensuring that every child impacted by a parent’s cancer is
never alone” (Camp Kesem, 2020).

Values​: Camp Kesem has five core values that are essential to the organization. The following
values are listed on the website: “we are optimistic. We leave a lasting and positive impact. We
empower others. We care deeply about the work we do. We are grateful,” (Camp Kesem, 2020).
These values are manifested in everything that Camp Kesem does. Additionally, Camp Kesem is
committed to providing an environment that promotes “diversity, equity, and inclusion,” (Camp
Kesem, 2020). The organization strives to cultivate a community where all children feel
welcome and appreciated.

History​: “The first Camp Kesem project was founded at Stanford University in 2000 as a project
of Hillel at Stanford, a nonprofit serving Jewish students at the University. The project was
developed by founder Iris Rave, and a group of student leaders who sought to create a magical
summer camp experience for children in need,” (Camp Kesem Stanford, 2020). In June 2001,
Camp Kesem held its first summer session at Stanford for free for 37 lucky kids. Since then, 131
chapters have been founded across 44 different states. In summer 2019, there were over 100
camp sessions held and over 10,200 kids who attended camp. Each year, Camp Kesem serves
around 600 more kids than the previous year.

Client’s Functions​: The main departments at the national level begin with the marketing team.
This team works to make the organization known to the public and advertise the camp for
families and student leaders. The fundraising support team specializes in creating actionable
goals for the organization to help chapters fundraise effectively and meet their monetary goals.
The event coordinators focus on the largest fundraising events from the national level where
most of the money is made, such as the Magic Makers Ball in Los Angeles and Chicago. The
alumni and community relations team focuses on outreach for those previously involved with the
organization to maintain strong relations and encourage continued participation. The program
managers and program directors oversee specific regions of college chapters and serve as the link
between Kesem nationals and the student leaders. The technology directors oversee each social
and technical aspect of behind the scenes work in Kesem, including programming and
maintaining the websites and data collection. Human resources work to ensure all aspects of the
organization include diversity, equity and inclusion for each person within the organization to
feel valued and accepted. Each department specializes in their specific role, but all collaborate to
provide the best camp experience possible for the kids. At the local level, there are currently 131
chapters of Camp Kesem at different universities around the country. Each chapter fundraises to
put on its own camp each summer. Chapters consist of an executive board of 14-20 coordinators
and two co-directors that work together to lead the rest of the chapter’s general body members. It
is also good to mention that Camp Kesem is currently in the process of searching for a new CEO,
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so the organization will have to undergo a transition phase which could potentially affect the way
the camp is run to an extent.

Past Issue and How It’s Relevant​: While COVID-19 has affected Camp Kesem in unprecedented
ways, the organization has previous experience operating through an economic recession.
Fundraising techniques need to be altered in these times, as many people are experiencing
financial hardships that affect their abilities to donate. That said, the camp had to go virtual in
2020 for the first time in the organization’s history. Camp Kesem is facing many obstacles due to
the COVID-19 pandemic that it has never had to deal with before. The issue of fundraising
during the pandemic is currently of top priority to our client. In order to send kids to camp, a
certain amount of money must be raised to handle expenses. With many people struggling
financially due to the pandemic, donations are expected to be fewer and smaller than in years
past. Additionally, participation among chapter members is likely to dwindle during this time.
The inability to host in-person events could result in a loss of interest and dedication to the
organization, which can have detrimental consequences on the organization’s fundraising efforts.

On-going Initiatives​: Camp Kesem chapters have begun using online platforms to conduct
activities that are usually done in an in-person setting. Chapter meetings have moved online,
which allows students to still meet to discuss important information regarding the organization.
Along with this, fundraising pushes and events have been moved online as well. Every chapter
hosts a yearly fundraising gala called “Make the Magic,” and it is the largest fundraising event of
the year. A lot of chapters moved their galas to an online platform this year, and this greatly
aided their fundraising efforts.

External Environment
External Supports/Supporters​: Camp Kesem receives support from a large number of individual
donors, as well as sponsorships from major corporations. Some of the organization’s largest
corporate sponsors are Pfizer, Eli Lilly, and Ronald McDonald House Charities. A full list of
Kesem’s major supporters can be found on its website, ​Our Supporters​.

Competing Forces​: Camp Kesem competes with other philanthropic organizations that are
seeking donations. A specific chapter of Camp Kesem, located at Indiana University, competes
with organizations such as IUDM, Bradford Woods 5 camps, and Greek life. These organizations
are all looking for donations from the same local businesses and university personnel.

Social Media Presence​: There are over 13.9K posts using the hashtag #CampKesem on
Instagram. Over 1K posts used the hashtag #CampKesemlove on Instagram. Over 17K people
“like” Camp Kesem on Facebook and 798 people have “checked in” to Camp Kesem via
Facebook.

Public Sentiments​: Overall, public sentiment regarding Camp Kesem is overwhelmingly

positive. The following are quotes retrieved from the Indiana University chapter of Camp Kesem
page from camper parents:
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“You all have been such a positive influence on the campers. You have lifted down
spirits and let them soar. You have changed lives for the better. You all are truly special,
beautiful and for you we are eternally grateful,” -Debra Henniger

“The importance of Kesem and that feeling was obvious this week. I'm so thankful to
such an amazing organization and volunteers who make that feeling so sincere. The
comfort, love, happiness and silliness felt from a computer screen was remarkable!! We
love you Kesem... from the bottom of our hearts!” -Rita Matthias

Families whose lives have been touched by Camp Kesem generally have a very strong love for
the organization. Those who have attended or sent their children to camps are typically very
outspoken about how big of an impact the organization has had on their lives.

Wider Community​: Even though the pandemic and recession have had detrimental effects on
society and heavily affected thousands, cancer will always be a prominent and pressing issue,
and will exist regardless of what else is going on in the world. That said, there will always be a
need for the Camp Kesem community to promote positivity during the darkest of times.

SWOT Analysis​:

Strengths:
- Camps have an 89% retention rate.
- Counselors are able to relate to
campers because 80% of them have
had a parent with cancer.
- Campers report an increase in
communication skills, self esteem, and
a support network after camp.
- Kesem is the largest national
organization for the specific
population of kids with parents with
cancer.
- The organization is committed to
diversity, equity and inclusion and
reflects these values in everything it
does.
Weaknesses:
- Kesem struggles with setting and
enforcing standardized expectations
for each college chapter.
- The organization often struggled with
releasing information to key
constituents in a timely manner.
- Kesem is currently in the process of
searching for a new CEO, so the
organization will have to undergo a
transition phase.

Opportunities:
- Expanding the organization’s reach to
potential donors, camper families, and
student leaders.
- Using social media/online platforms to
reach the campers more throughout
the year rather than just during camp.
- Spreading awareness about the
organization through social media and
Threats:
- Financial struggles caused by
COVID-19 could prevent people from
being able to donate as much/at all.
- COVID-19 could cause camp to be
online again in 2021.
- Other organizations (ex: IUDM,
sororities, fraternities) are competing
for donations from the same people as
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online events. Camp Kesem.

- Using creative incentives to inspire
people to donate and support the
cause.
- Hosting virtual events leading up to
camp to boost morale and get the kids
excited for the summer ahead.
- Many in-person fundraising
techniques must be altered due to the
pandemic.
- “Make the Magic” galas, the
organization’s largest fundraising
event, have been moved to an online
platform, which could affect their
success.

Identifying All Publics, Key Publics, and Influencers​:

Some of our publics would include those who have been affected by or know someone who has
been diagnosed with cancer. They also include kids affected as well and younger adults who are
in college. Also publics that are more responsible when it comes to money to help with donations
and to keep the camp up and running.

Our key public are the student leaders involved with Camp Kesem. These college students raise
large amounts of money consistently each year for Camp Kesem. Additionally, they donate their
time every summer to attend and run the camp. They support the organization’s mission and
values and directly interact with the children attending Camp Kesem.

Who They Are, What They Like, What They Know and What They Expect and Want
Demographics​:
- 18-22 years old
- Students that attend universities across the country
- 4,500 student leaders
- Over 100 chapters at various U.S. universities
- Male and female
- Different races and ethnicities

Psychographics​:
- Very positive attitudes toward Camp Kesem
- Camp Kesem positively benefits them
- 95% of student leaders report that their Kesem experience had a significant
impact on their teamwork, initiative taking, accountability, problem solving,
public speaking, communication skills, professional relationship building and
time management (Camp Kesem, 2020).
- Motivated to give back to communities
- Effected or has been around someone affected by the issue of cancer
- Participating and involved in helping out the community by picking up some community
hours

Target Public’s Media Habits​:

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Student leaders utilize social media platforms such as Instagram, Facebook, and Twitter to raise
money and awareness for Camp Kesem. They run highly-effective social media fundraising 9
campaigns for Camp Kesem. These students and many more are already proficient with social
media apps, making their fundraisers on these platforms more efficient.

Core Problem and Opportunity Statement​:

Camp Kesem is in a crucial position amidst the pandemic and economic recession to be able to
effectively communicate to their key stakeholders and donors that, despite the state of the world,
fundraising must continue to fulfill their mission of serving children affected by their parents'
cancer by providing a type of support system for them and giving them a place to feel
comfortable being themselves. This turbulent year of 2020 has the opportunity to introduce
creative initiatives into online fundraising from the student leaders to their donors, which may set
the precedent for the future of fundraising during crises.

Research Goals & Research Questions

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Qualitative Research
Motivation Goal: ​Discover ways to inspire people to donate to Camp Kesem during the
pandemic.
Research question 1: ​What types of incentives would increase the number of donations
received?
Research question 2: ​How can we raise awareness about organization fundraisers during
the pandemic?

Barrier Goal: ​Define the scope of the problem(s)?

Research question 3: ​How did the pandemic affect how student leaders fundraise for
Camp Kesem?
Research question 4: ​How can Camp Kesem make up for the lack of participation and
involvement due to the pandemic?

Channel / Setting Goal: ​Find the best method for fundraising during the pandemic.
Research question 5: ​What type of fundraising would be the most effective method?
Research question 6: ​What role does social media play in fundraising during this time?

Quantitative Research
Motivation Goal: ​Determine the ways in which Camp Kesem can make up for decreased
in-person involvement.
● Research Question 1: ​What can CK do to motivate fundraisers and get them more
excited about their organization amidst a pandemic?
● Research Question 2:​ In what ways can student leaders communicate where donors
money is going and what it is used for?

Barrier Goal: ​Quantify the extent to which the pandemic affects the student leaders’ efforts to
meet fundraising goals.
● Research Question 3:​ What can Camp Kesem do for their student leaders struggling to
meet their fundraising goals?
● Research Question 4:​ What can participants do to make up for donations usually
obtained in person (canning, in-person fundraising events, etc) on a virtual platform?

Channel / Setting Goal: ​Discover how student leaders can maintain donor trust and
transparency amidst a pandemic.
● Research Question 5:​ In what ways can Kesem leaders strengthen donor-fundraiser
relations?
● Research Question 6: ​What have student leaders done to personalize their interactions
with donors in the past?

Research Methodology
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Qualitative Research
Justification for selection of method:
For our qualitative research, we felt that the best way to gather data was to conduct individual
interviews with our public. We believed interviews would be the best way to get a solid
understanding of people’s thoughts and feelings. Many of our subject items were money related,
which can be a sensitive topic for some, so we felt that being in a one-on-one setting, rather than
a focus group, would create a more comfortable environment and encourage people to talk about
this personal topic. Conducting interviews also helps avoid problems like groupthink, and
ensures more accurate responses.

Data Collection:
Moderator Interviewee Date of Time of Interview Interview Interview
Name Name Interview Interview Mode Location Length

Madison Olivia October 1:15pm Phone Call Virtual 20:07

McGovern Schafer 6, 2020

Madeleine Jessica October 8:45pm Facetime Virtual 16:53

Weeks Mirabella 6, 2020 Call

Madeleine Meredith October 8:20pm Facetime Virtual 17:32

Weeks Osmulski 6, 2020 Call

Arden Meghan October 4:45pm FaceTime Virtual 20:17

Floom Russell 6, 2020 Audio

Lauren Justin Olsen October 1:00pm Phone Call Virtual 15:21

Fischer 6, 2020

Danielle Abby October 2:30pm Phone Call Virtual 27:39

Sherman Lourdaj 6, 2020

Lauren Bailey October 8:00pm Phone Call Virtual 15:34

Fischer Barron 12, 2020

Development of Codes:
We used our six original research questions to create six main codes for our research. Using
information we gathered from our transcripts, we created subcodes based off of the six main
codes. We read through each transcript, applying the codes and subcodes to related sections.

Coding Process:
Our coding process started with us looking through the transcripts as a group. We compared our
findings from the individual interviews and established codes based on common subjects. After
reading through as a group, we each individually went through them again and specified the
subcodes by making comments next to the sections.
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Code Analysis:
First, we individually transcribed our recordings and placed them in a shared Google drive. We
approached the interviews by all reading through each interview and assigning sections with
specific codes. We then used the commenting feature to detail what subcodes we found in each
transcript. After our entire transcript was coded, we met to discuss the frequency and intensity
our codes appeared and revealed some of the key findings of the research as to how these student
leaders are fundraising in a pandemic and their worries, recommendations, and overall thoughts.

Quantitative Research
Survey Methodology:
A survey is a way to collect quantitative data through a list of questions about a specific topic
through a sample of people. It allows researchers to collect and compare information between a
significant number of people. We used Qualtrics to create an online survey that we can easily
send out to our target public. The questions that we created for the survey successfully addresses
our research questions and gives us insight into our target public.

Target Public:
Our target public for this analysis was Camp Kesem student leaders​ ​from universities across the
U.S. The student leaders are college students, ages 18-22. The group includes both male and
female students. We chose this public because including input from student leaders representing
multiple universities outside of just the data from Indiana University could provide a more
holistic insight into better fundraising methods and overall organizational practices. Each Camp
Kesem chapter has responded to the pandemic differently. Their various methods and tactics for
keeping members engaged and fundraising during the pandemic could provide beneficial
suggestions to improve the IU chapter, especially in the wake of the coronavirus pandemic.

Survey Design:
In order to reach our target public, we created an online survey using Qualtrics. We designed
questions that we thought would help us answer our research questions, and sent the survey to
members of Camp Kesem. The survey can be found in the Appendices.

Survey Analysis:
Through our online survey, we were able to reach 88 different Camp Kesem student leaders.
After closing the survey, we used the resources available from Qualtrics to analyze the data and
answer our research questions. An in-depth explanation of these discoveries can be found in Key
Findings.

Key Findings
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Qualitative Research Findings:

Motivations
GOAL:​ Discover ways to inspire people to donate to Camp Kesem during the pandemic.

Research Question 1: What types of incentives would increase the number of donations
received?
Fundraising plays a crucial role for Camp Kesem, and student fundraisers have always been
encouraged to receive as many donations possible. The financial hardships caused by the
COVID-19 pandemic, however, has made this year different from previous years, and many
fundraisers hinted at a greater need for funds. Research gathered from our team’s one-on-one
interviews indicated that there are a number of incentives, or driving factors, that could help lead
to increased donations.

Many interviewees expressed that the positive feeling of doing a good deed, and knowing that
the money is going to a great cause further incentivizes student fundraisers to achieve and secure
a higher number of donations.

“I feel like for a lot of people, it is incentive enough to know that our money is going toward, you know,
giving these kids a good summer, like a really good summer to kind of escape. Maybe they're sad, maybe
they're not the best reality right now with their parents fighting cancer. And I think that's an incentive for
a lot of people in general. And to just know that, hey, like your money is going toward a really, really
good cause,” (Abby Lourdaj).

“I think being able to explain the feelings that go into them and the emotion that goes into it makes it so
much more than just like donating money. It's like donating the ability to put on this camp that changes so
many kids' lives,” (Meredith Osmulski).

Camp being online in 2020 caused many fundraisers to question whether or not being able to
explain what donors’ money was being used for would have an impact on total received
donations. Interviewees indicated that if donors are not aware that their donation is just as
valuable now than it was when there was a physical campground, it could affect their decision to
donate. Respondents indicated that if there was more transparency on behalf of the fundraiser,
and if they could explain how funds are used in a way that is empathetic to others’ financial
situation, this could in turn incentivize new and returning donors to donate money by having this
knowledge.

“​I think this year, especially fundraising, is going to be difficult just because it's going to be hard to
convey what the money is going towards, that sort of thing, just with everything being online and kind of
where there's less like humanity in everything now. But I think just being able to, like I kind of said, being
able to convey that emotion and the love,” (Meredith Osmulski).
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“I remember that my mom kept asking me, where is all the money I’m donating going if there is not going
to be a campground? So I think a lot of people are going to have this idea that we're just taking money
and we're not using it for the kids, but we still are, and we're still using that​ ​money. OK, maybe we didn't
get a campground, but we're giving them like kits and stuff. Anyway, yeah, I think it would definitely affect
that because I still think people are going to be even more unwilling to donate if there's no physical like
thing for them to see, like where their money is going to,” (Abby Lourdaj).

Research question 2: How can we raise awareness about organizational fundraisers during
the pandemic?
The COVID-19 pandemic has prevented Camp Kesem from hosting in-person fundraising
events, one of the biggest sources of funds for the organization. Galas such as Giving Tuesday
and Make the Magic would have to be conducted on a virtual platform. Interviewees, although
disappointed by this, suggested that by encouraging as many people as possible to attend, and
stressing the fact that the in-person commitment is no longer there. Fundraisers told our team that
there is a chance more people would attend an online gala that would not have otherwise
attended an in-person event. Additionally, a virtual event could draw in donors from more than
just one area.

“Yeah, I would think so, especially since we are having to switch to all virtual, and people aren’t able to
go to like an actual event. I'm hoping we’ll have even more people participate in our gala virtually so
they won’t have to physically go to an event. So, it could be beneficial for us this year,”(Olivia Shafer).

Interviewees told our team that the main way to raise awareness about fundraising events was
conducted online. Fundraisers would promote the events on their individual social media pages,
as well as the Camp Kesem Instagram page, Facebook page, and Twitter. The pandemic has
increased virtual communication, and fundraisers must utilize this to their advantage because
in-person communication is now limited. One interviewee suggested that stewarding the
relationship between the fundraiser and donor can make up for the loss of in-person events, now
through a virtual setting, will help to keep donors feel engaged.

“Now that we're all virtual, we need to do a good job of stewarding our donors through our social media
platforms, making them aware of what's going on, because we don't have those, like I said, we don't have
those in-person events anymore,” (Justin Olsen).

Barriers
GOAL: ​Define the scope of the problems.
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Research Question 3: How did the pandemic affect how student leaders fundraise for
Camp Kesem?
The COVID-19 pandemic has made in-person fundraising increasingly difficult. Fundraisers
expressed that, in pre-covid times, they usually began fundraising in the fall, normally going out
with friends and asking people for donations. But this year, the pandemic has placed restrictions
on in-person gatherings, and limited interpersonal interactions are recommended for our health
and safety.

“And then, like I said, canning and that sort of thing may not be as prominent because I don't know what
the rules and regulations are on that sort of thing,” (Jessica Mirabella).

It is not yet known whether Camp Kesem 2021 will be in-person or online again in the summer
of 2021, and many fundraisers in the one-on-one interview stated that fundraising has not begun
as early as it did in years past. Because of this, there were numerous concerns regarding whether
fundraisers would be able to meet their stated fundraising goal for this year. The Camp Kesem
organization, then, decided to change the way in which they approach fundraising in that
individual fundraisers were not required to have a fundraising goal set in place. Additionally, the
pandemic’s impact on the economy has caused a financial crisis for many, and fundraisers may
not have the same resources to obtain a set fundraising goal. This was yet another reason for the
organization to eliminate goals, instead replacing it with a point system for boosted member
participation. This, additionally, paved the way for Camp Kesem to implement a Diversity,
Equality and Inclusion initiative to help even the playing field for fundraisers facing more
challenges than others.

“This year we’re really focused on um, supporting like diversity, equity and inclusion in our organization
and we realized that some people don’t have the contacts or the means to reach their fundraising goals
and that shouldn’t be what keeps them from going to camp, um, so, I guess, our incentives aren’t quite the
same as they used to be, I think our volunteer coordinators are working with fundraising, um, are gonna
come up with some new incentives and ways to like earn points, um, in exchange for like making money,”
(Olivia Schafer).

Finally, fundraisers stressed that because the pandemic has caused many people hardships, this
further has changed the way in which they ask for money, and who they ask for money.

“I plan on doing pretty much the same thing except I'm probably going to be more cognizant about who I
ask and, like, make sure that, you know, they're not going through anything specific right now. Like, if
they had lost a job, I don't think that I would want to ask them for money or anything like that” (Meghan
Russell).
Research question 4: How can Camp Kesem make up for the lack of participation and
involvement due to the pandemic?
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Few interviewees stressed that the lack of in-person activities, meetings and events have caused
an “isolation barrier” in the way that communication is conducted from the Kesem organization.
Because a majority of what used to be in person is conducted now online, few told us their
morale was therefore lower than years past, and navigating in a new virtual landscape has caused
a lack of communication between the organization and its fundraisers. By the time our team
conducted the one-on-one interviews (the first few weeks of October), we had been told that
there had been only one mass meeting with all involved in the Camp Kesem Club at IU. Few
fundraisers also stressed that this isolation barrier has caused them to not seek out funds in a
different way. But the main way to keep both members and donors involved, interviewees
agreed, would be personalized communication, from both the organizational and fundraiser
standpoints. [Personalized fundraising methods are elaborated on more, in RQ5]

“So I think being able to break through that isolation barrier and make things more personal would mean
even more right now. So I think any ways to make things seem as normal as possible, as personal as
possible, like making people feel like people. Yeah, I think it would help in fundraising,” (Meredith
Osmulski).

“Just trying to get creative as possible to make people feel connected and feel that magic that camp
brings like throughout the whole year, and I think for that you have to work harder um, on a virtual
platform, so I think I would be more involved than in person,” (Olivia Schafer).

Some of the one-on-one interviews, however, suggested that the pandemic has but instead
increased their involvement this year, an outcome that our team did not expect.

“Actually the pandemic kind of increased my involvement because I was able to attend both weeks
[Online Camp] in which I was not going to do if it wasn't online,” (Jessica Mirabella)

“I think if anything, and I may be an individual case here, but I think that it's increased my ability to be
involved just because last year during camp, I was able to take on a larger role just because the
operations needed someone else to step up. So my friend and I were able to play a bigger role. And I think
in doing that, we were kind of introduced to the administrative side and then we were able to get even
more involved this past year with a coordinator position. So I think that it has done the opposite for me,
but I could see how other people could feel that it has limited their ability to get involved,” (Meredith
Osmulski)

Channels and Settings

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GOAL: ​Find the best method for fundraising during the pandemic.

Research question 5: What type of fundraising would be the most effective method?
Not surprisingly, a majority of funds, interviewees explained, were obtained through online
efforts, primarily social media. A broad consensus was met in that Facebook was one of the most
effective methods to obtain more generous donations, mainly through family members and
friends.

“I feel like a lot of older people use Facebook and typically older people are the ones that are maybe
more willing to donate money because they typically make more money right now. So I reached out on
Facebook for that.” (Abby Lourdraj).

However, as stated before, the pandemic has limited many fundraisers advantageous means of
donations, and those with less resources than before must look for alternatives. Therefore, one of
the most effective ways to obtain more donations, besides family and friends as fundraisers
normally do, would call for more creative means, as interviewees told us. Although these
creative means usually produce an increase in the number of smaller donations, every dollar
counts.

“I definitely reached out to just close family and like friends, uh, but if I really, like, went out of my way to
get some more obscure contacts maybe um, reach out to people I’m not as close with I could have gotten
some more money that way,” (Olivia Schafer).

“Maybe I think this year providing resources, maybe like extra ways, like creative ways of raising
money, I know a girl and she would make bets with her guy friends. Like, I bet if I beat you in basketball
you have to donate $5 to my donation page. It's like I just like thinking of little ways to get small
donations because small donations, like, do add up and you don't have to be getting one hundred dollars
donation to make a difference,” (Bailey Barron).

Few fundraisers said that they received more donations when they were direct, such as a
personalized text message, handwritten letter, or email.

“Direct interactions like direct emailing or texting people is most effective, because when you post on
social media, it's more like, hey, you see the swipe up to donate or thanks for reading my Facebook post
or my Instagram post. Visit this link to donate. It's going to get a lot less engagement than you would if
somebody reached out to you directly. It’s more of that personal personalized conversation, I guess, or a
personalized message. So I would say that definitely turns into more donations in general,” (Justin
Olsen).

“I usually have a lot of trouble meeting my fundraising goal and I ended up, like, sending physical letters
to people with a, like, return stamp and address and everything and, like, because I could send that to
older people who I knew had money and then they ended up usually sending it back,” (Meghan Russell).
 17

Research question 6: What role does social media play in fundraising during this time?
Whether it be promoting online events, or simply asking for donations on an instagram story,
social media has always played a key role in meeting goals for a number of fundraisers.
However, with a drop in donations normally received in-person, such as galas, events, and
in-person activities such as canning, the role of social media has become paramount in
fundraising amidst the pandemic. Numerous fundraisers brought up the point that social media
allows you to get any message across to a wider audience. People you haven’t seen in a while, or
even people you have never even come into contact with may be willing to donate.

“You can encourage your family members, like, for example, if people don't want to donate money,
because they may not have it, which is totally valid, instead of doing that, they can share the post you
made on Facebook or they can share your story to other people. And social media is just good for
reaching the people that you don't even know and you would have never come into contact with ever. And
they can learn about Camp Kesem and learn about your organization and donate money that way, which
I think that's really effective for fundraising” (Abby​ ​Lourdraj).

“And it was also kind of effective because people I hadn't talked to since, like middle school, like this one
guy who donated fifty dollars and I had not had a single conversation since middle school with him. So it
was nice trying to figure out, like come into contact with people that way. And then on Instagram, it was
more of like people I knew and like I had more of a connection with. I would just post on my story about
it. And the same on Snapchat.” (Abby Lourdraj).

Few interviewees brought up more creative ways to fundraise made possible by social media:

“I know that other people have done things like posting an embarrassing photo for every donation, stuff
like that, like embarrassing facts, or there's some people in Kesem that make stickers and then sell their
stickers for donation money,” (Meredith​ ​Osmulski).

“I like messaged literally every single person I had on Snapchat and did it that way. And I posted it on my
story so people could slide up and comment if they wanted a bracelet or if they had more questions or
anything like that.” (Abby Lourdraj).
 18

Quantitative Research Findings:

Motivations
GOAL: ​Determine the ways in which Camp Kesem can make up for decreased in-person
involvement.
Research Question 1: What can CK do to motivate fundraisers and get them more excited
about their organization amidst a pandemic?
Out of 82 respondents, 96.34% of survey participants stated that campers motivated them very
much to fundraise for Camp Kesem (M=1.05, SD=0.27, measured on a 4-point scale from “very
much” to “not at all”).

Note: Out of 82 respondents

Compared to the other motivators listed in this question, campers had the greatest impact on the
largest amount of participants. With almost every respondent saying campers motivated them
“very much” to fundraise, it is clear that Camp Kesem should incorporate campers into their
fundraising inspiration tactics. Including the campers in these techniques will not only encourage
student leaders to fundraise, but also fuel their passion for the organization.
Out of 82 respondents, 69.51% stated that the most effective method to boost chapter morale is
promoting increased engagement and communication with members of the chapter. This was the
most popular response out of the options provided.
 19

Note: Out of 82 respondents

Almost 75 percent of respondents believed increasing chapter involvement would boost morale,
which would likely foster greater organizational participation. Based on these results, Camp
Kesem should look into organizing more chapter-wide events, virtual if needed, to get members
to interact and become more active in the organization.
Research Question 2: In what ways can student leaders communicate where donors money
is going and what it is used for?
Out of the 81 respondents, three of the methods suggested were more helpful ways to
communicate to donors than the rest. 32% said text was the best method to communicate with
donors regarding where their donations go, 29% said social media, and 25% said email.
Personalized communication methods, like texting, appear to be more effective when trying to
reach donors. With this insight, directly texting donors to communicate how their money is used
is one of the best, most-personalized tactics.

Note: out of 81 respondents

 20

Out of 80 respondents, 71.25% stated that their donors were only somewhat aware of where their
donations go. (M=1.79, SD=.49 , rated on 3-point scale from “not aware” to “very aware”.)
Furthermore, we asked about the effect of Camp Kesem holding virtual camp, due to the
pandemic, and how that changed donors’ awareness of where their donation goes. We found that
those surveyed overwhelmingly had said that they think the donors’ awareness has changed “a
moderate amount” and “a lot,” leading to the conclusion that communication is key for
fundraising this upcoming year. (M=2.61, SD=.90, measured on a 5-point scale from “a great
deal” to “none at all”.)

Note: out of 80 respondents ​Note: out of 80 respondents

Barriers
GOAL: ​Quantify the extent to which the pandemic affects the student leaders’ efforts to meet
fundraising goals.
Research Question 3:​ ​What can Camp Kesem do for their student leaders struggling to
meet their fundraising goals?
The pandemic appears to have affected most Camp Kesem students’ ability to reach their
fundraising goal. However, of the 88 respondents (p= < .1, relationship not statistically
significant), younger students (freshman and sophomores) (M= 2.03, SD= .85) were more likely
to report that the pandemic has affected their fundraising efforts than older students (juniors,
seniors, and graduate students) (M= 2.07, SD= .79, Measured on a four-point scale from “Not at
all” to “Very much”). For example, 83.35% of younger students reported that their ability to
fundraise was “Very much” or “Somewhat” affected by the pandemic, compared to 73.91% of
older students. Camp Kesem should provide resources specifically targeted to younger members
who are struggling to reach their fundraising goals, and reach out to them to keep them more
engaged.
 21

Note: Out of 88 respondents Note: Out of 88 respondents

Out of 88 respondents, 93% identified “Providing fundraising tools and resources” (M= 1.55,
SD= .7) and “Sharing tips from top fundraisers” (M= 1.86, SD= 1.06) as “very effective” ways
to help student leaders struggling to meet their fundraising goals. (Measured on a five-point scale
from “Not at all effective” to “Very effective”). Compared to other strategies listed in this
question, these two strategies proved to be the most helpful ways to help assist student leaders
with their fundraising efforts. With the pandemic affecting student leaders’ ability to fundraise,
Camp Kesem should consider implementing these additional strategies to help students trying to
meet their fundraising goal.

Note: Out of 88 respondents

Research Question 4: What can participants do to make up for donations usually obtained
in person (canning, in-person fundraising events, etc) on a virtual platform?
Out of 76 responses, 53.95% said that the best alternative to in-person fundraising would be
contacting close family and friends. This was the most popular response of the options provided.
26.32% of respondents said that holding virtual fundraising would be effective. Over 50% of the
respondents believe that contacting close friends and family is an effective way to make up for
in-person fundraising, and over 25% of respondents believe that virtual fundraising events would
be a good alternative. Based on the findings, Camp Kesem should encourage fundraisers to
continuously reach out to friends and family and can provide them with guides or pre-written
 22

emails and texts to send out. In combination with this, Camp Kesem should hold multiple virtual
fundraising events for fundraisers to invite their friends and family to.

Note: Out of 76 respondents

Channels and Settings
GOAL: ​Discover how student leaders can maintain donor trust and transparency amidst a
pandemic.
Research Question 5: In what ways can Kesem leaders strengthen donor-fundraiser
relations?
Out of the 75 respondents that answered the question, only 17.33% of Kesem leaders reported
that they had done something differently this year to strengthen their donor-fundraiser
relationships in a virtual environment. The vast majority of respondents at 82.67% said they did
not do anything differently. With the possibility of another summer of virtual camp in 2021,
student leaders should consider new ways to keep donors engaged in a virtual environment.
Keeping donor connections strong now will help foster strong donor-relationships and maintain
donor retention in the future.

Note: Out of 75 respondents

 23

Out of those who said they ​had​ done things differently, we can see below that 30.80% of the 13
were second year fundraisers, another 30.80% were third-years, 15.4% were fourth years and
23.1% were fifth years or graduate students. (p<0.1) However, more second and third-year
Kesem leaders answered that they had not done anything differently as opposed to doing more.

Note: Out of 75 respondents

This data distribution suggests that although some returning Kesem fundraisers have utilized
different methods to maintain strong relationships with their donors amidst a pandemic, a
majority have not. How many years a fundraiser has been involved does not seem to be a factor
on whether or not fundraisers did more to steward strong donor relations. Despite this, methods
to maintain donor relationships should be adapted to more virtual methods, due to the effects of
the pandemic. Donor retention in the coming months will be crucial.

Research Question 6: What have student leaders done to personalize their interactions with
donors in the past?

Out of 205 responses (measured through a multi-response variable where respondents could
check all that applied), text messaging and social media interactions are the most common
methods to get in touch with potential donors, receiving over 54% of responses.
 24

Note: Out of 88 respondents

This information is helpful because it tells us how current student leaders are getting in touch
with potential donors. These methods of contact can be easily adapted to assist students reaching
out to donors in a now-virtual setting, due to the pandemic.
Out of 75 respondents, 41% reported that a phone call is the most personal way to communicate
with a potential donor. Another 29% reported that handwritten letters seem to be the most
personal way to reach out to the donors. It is also good to note that less than 3% of respondents
claimed that social media was the most personal way to communicate to potential donors.

Note: Out of 75 respondents

With students using more impersonal methods to reach out to donors, students need to consider
using more personal methods, like handwritten letters. Student leaders need to start
implementing these more personal methods in order to potentially get more donors. Methods like
writing letters or sending personal emails could be effective channels for donor communication.
 25

Campaign Ideas & Recommendations

Qualitative Research
Idea 1​:​ Camp Kesem to harness the power of social media to connect its student leaders with
key constituents and potential donors.

​ argeted social media platforms: Kesem webpage, personal social

● Channel/Setting: T
media accounts such as Facebook, Instagram, and Twitter

● Messaging​:​ “Through and beyond a parents cancer means through it all - we’re
fundraising to support children no matter the circumstances. Donate at this link to learn
more.”

● Justification:​ ​In our findings we saw that many student fundraisers were unsure if their
donors understood that Camp Kesem supports children outside of just the in-person
camp. Through the uncertainty of the pandemic, the nonprofit still fundraises and needs
those outside of the organization to explicitly know there is still fundraising going on and
where it is happening.

Idea 2​: Student leaders to personally connect with each of their donors to inform them of where
their money is going especially if camp is moved online in 2021.

● Channel/Setting:​ I​ mpact Summary sent to each donor / potential donor of where the
donations are funnelled during Kesem-at-Home and throughout the year with donor
emails, facebook messaging, text messages, letter writing

● Messaging:​ ​“With your help, Kesem at Home with Camp Kesem at Indiana University
was able to serve 220 children by sending out care packages and hosting two week-long
sessions of safe, at-home activities. Over 60+ hours of programming was conducted by
student volunteers who dedicate their time to kids who have a parent with cancer …”

● Justification:​ ​ This summary would detail how the donations were used to send the kids
home box-kits, how many kids were able to participate, and what their donation meant to
the organization. From our interviews, we learned that student leaders were unsure if
everyone followed up with their donors to let them know where their money was going
and the impact that was made. By sending an impact message, the donors will foster a
deeper connection to the donation they made and potentially feel more inclined to donate
in the following years

Idea 3​: Camp Kesem to focus on boosting new member involvement by hosting virtual events
beyond standard meetings.

​ roup bonding and member engagement sessions with Zoom,

● Channel/Setting: G
Streaming service watch party, “Among Us” game night.
 26

● Messaging: ​“Calling all Kesem members! Thursday night is Among Us night - forget
your school stresses and hangout with old and new counselors in a battle to find the
imposter. Cabin chat questions to follow!”

● Justification: ​New and current members need to stay engaged to feel motivated in
fundraising. In order to keep them involved, a greater effort needs to be made to welcome
them into Kesem’s “family” and make them feel like vital members of the organization
with personal connection. In our interviews we found that a few current members were
worried about the effect of the pandemic on morale and connection. By creating ways to
foster conversation and relationships in a safe environment Kesem could succeed at
making their members feel welcome and excited throughout a virtual environment.

Idea 4:​ Furthering Camp Kesem’s Diversity, Equity, and Inclusion initiatives for those who do
not have the means to fundraise, especially in this climate, to not be deterred from joining the
organization.

​ ia Zoom and across all platforms of member engagement and

● Channel/Setting: V
fundraising

● Messaging: ​“No matter the circumstance, we serve our kids whose parents have cancer.
Our group fundraising goal is $150,000, and no donation is too small. These children
thank you endlessly for what you do to make them feel valued and welcome, no matter
the contribution you are changing lives!”

● Justification: ​With our research we found that some members were worried about the
effect of fundraising due to the economic recession and how that could deter those who
may not have the means to do so. With a reimagined approach to how fundraising is
discussed in a way that focuses on a group fundraising goal rather than individual could
be beneficial to the D.E.I. of the organization. Altogether, implementing an
understanding environment for members to not feel ashamed for what they can and
cannot fundraise is key to maintaining strong connections for the future of fundraising
and Kesem.

Quantitative Research
​Idea 1:​ Encouraging direct, personable communication with each donor throughout the
pandemic to increase awareness of where their funds are going in order to encourage further
fundraising. Because of this, each fundraiser needs to individually communicate with their
donors through the preferred methods of texting and social media (RQ2) to thank them for their
donation and alert them of where their money goes.

● Channel/Setting:​ Direct communication to donors

● Sample messaging:​ “Kesem is a feeling, not a place. Want to know where your dollars
go when camp goes virtual? ---- (insert infographic about how much money was raised,
how much it costs to support a kid through the year, cost of spirit boxes sent out last year,
etc.)
 27

● Justification:​ During our research we found that a majority of fundraisers were unsure
their donors knew exactly where their donations were going, especially with the switch to
virtual-camp during the pandemic (RQ2). Because 32% of those surveyed said reaching
out by text and 29% said reaching out to donors by email would be the most effective,
having a generated script to be able to efficiently and effectively communicate with each
donor on an individual level will be incredibly important.

Idea 2​: Increasing member communication, morale, and fundraising through teams. Ideas
include creating teams composed of student fundraisers with one Kesem Leader in
charge, and having fundraising competitions among teams.

● Channel/Setting:​ GroupMe, Zoom meetings

● Sample Messaging:​ “The team raises the most money this week will all win exclusive
Camp Kesem sweatpants with your team name!”

● Justification:​ Our research has shown us that a majority of respondents (69.5%) feel that
an increased level of communication among members would boost their morale amidst
the Covid-19 pandemic. As of this date, there have been only three large-scale IU Kesem
meetings with all members. When asked the extent to which the pandemic has affected
student leaders’ motivation to reach their fundraising goals, out of 76 respondents, 44.7%
answered “Somewhat” and 18.4% said it has affected their motivation “Very much.”
Keeping this data in mind, our group feels that increasing fundraiser relations and
communications among Kesem fundraisers would increase both their levels of morale
and motivation to meet fundraising goals.

Idea 3: ​Establishing a clear donor communication plan with different levels of donor
stewardship and prizes according to each donation.

● Channel/Setting:​ Through handwritten letters in the mail, email, newsletters

● Sample Message:​ “Dear (name of donor), Thank you for supporting Camp Kesem at
Indiana University. With your donation we are able to cover the following expenses:
○ $500: Send one camper to camp in-person all expenses paid
○ $100: Send two campers care packages at home or buy enoughs s’mores to last us
the week of camp
○ $50: Supports expenses of paper for camper birthday cards sent throughout the
year
○ $20: Buys extra amenities for those without them at camp
○ $10: Covers the cost of one Camp Kesem t-shirt for the week of camp
At these different donation levels you will receive a token of our appreciation from the
choice of a Camp Kesem keychain, a fridge magnet, a pack of s’mores and more! We
thank you for your support and consideration of donating to Camp Kesem
 28

● Justification:​ ​During our research we found out that 80% of respondents answered the
survey saying a phone call or a handwritten letter is the most personal way to get in touch
with a potential donor. Though when looking at the most common way current student
leaders get a hold of potential donors, less than 20% of respondents chose to give out a
phone call and or a handwritten letter. Based on our findings, we think that phone calls
and handwritten letters would give a more personalized touch when reaching out to
potential donors and giving them a higher chance of donating. By showing each donor
personally what their donation would do as well as the benefits they would receive as a
donor (other than feeling good) will help with direct and personalized communication to
each potential donor.
 29

Challenges & Lessons Learned

Qualitative Research
Throughout our qualitative research, we were able to conduct an in-depth exploration of our
research questions through multiple individual interviews. We learned that this method allowed
us to ask more personal, sensitive questions because the one-on-one setting made participants
feel comfortable sharing their thoughts. We also learned how important it is to build a connection
with the participants in order to receive useful information and feedback. Listening to their
responses and using those answers to ask further questions allowed us to obtain insight we would
not have gotten if we had strictly stuck to the prompt. We learned how useful the flexibility of
qualitative research can be by allowing researchers to add, drop, or alter questions to better fit the
interview and obtain the most valuable insight. One aspect of our research that we believe we
could improve upon is our preparation for the interviews. Some of our participants did not
elaborate much when answering questions, and we could have prepared better probing questions
to avoid having uninformative interviews. It would have been useful to have practiced
interviewing someone who was not participating in the research in order to ensure all of the
questions were clear and would yield helpful results.

Quantitative Research
An important lesson that we learned for our quantitative analysis is the importance of having
appealing, easy-to-understand visuals to present findings to our client. There were a lot of useful
insights obtained from the survey, but it was very difficult to understand what the key takeaways
were from the numerical data. Using graphs allows researchers to pull out the most important
information and display it in a way that the client will understand and appreciate. An initial issue
we faced with our quantitative research was which public to target in order to both obtain useful
insights and reach the required number of survey participants. We learned that it is extremely
difficult to persuade participants, especially busy college students, to participate in a survey
without incentives. We learned how important it is to get a large pool of responses in order to
make conclusions on the data, so we understood the reason behind the 80-participant
requirement. Next time, we would send our survey out sooner to allow us more time to obtain
responses. We would also try to make our survey shorter, as we received a few complaints that
there were too many questions and people didn’t want to finish it.
 30

Team Profile
Meet our team!

Lauren Fischer ​is a junior studying journalism with a concentration in public relations at The
Media School at Indiana University. Lauren is also a member of the Liberal Arts and
Management program. Her PR experience includes working as Student Marketing Manager at
the Indiana Daily Student newspaper, as well as interning with the National WWI Museum &
Memorial communications team in Kansas City, Mo. This spring, Lauren is looking forward to
working with the Indiana House of Representatives as a media relations intern.

Madison McGovern ​is a junior at Indiana University studying journalism with a concentration
in public relations as well as a minor in political science. Her PR experience at IU includes being
involved in PRSSA, and a member of the Women in Media club. She hopes to attend law school
and work in the campaign field in her hometown of Washington, D.C.

Madeleine Weeks ​is a senior studying advertising and arts management at Indiana University.
Madeleine is the Co-Director of Camp Kesem at Indiana University as well as a member of
Women in Media. Her PR experience includes running the social media for two coffee shops and
one event center in Indianapolis as well as overseeing communication at an arts marketing
agency in Austria.

I’Nayha Brock ​is a junior studying journalism with a concentration in public relations at The
Media School at Indiana University Bloomington.

Arden Floom​ is a senior at Indiana University studying journalism with a concentration in

public relations, as well as psychology. She is also pursuing minors in marketing and Spanish.
Arden’s experience in the communications field includes conducting research with the Institute
for Communications Research at IU. She also worked as a copywriter intern in the marketing
department of Strategic Mobility Group, a startup company in Schaumburg, IL.

Danielle Sherman​ is a junior studying media with a concentration in advertising at The Media
School at Indiana University, with minors in public relations and marketing. Danielle’s
experience involves conducting research for Nomad Rides, a start-up company in Bloomington..
She is also a part of PRSSA and is the VP of Marketing for the Alzheimer's Awareness club.
 31

Appendices
Appendix A

Camp Kesem: Home,​ 2019, ​www.campkesem.org/​.

Camp Kesem on the TODAY Show. (2017, July 7). ​YouTube. h​ ttps://www.youtube.com/watch?

time​_continue=2&v=63KcGD_X22Q&feature=emb_title.

Camp Kesem at Indiana University​,

www.campkesem.org/find-a-camp/camp-kesem-at-indiana-university​.

Camp Kesem Stanford, History​.

​www.campkesemstanford.org/our-mission

Chung, E. (2015, December 4). 10 Incredible Nonprofits and the Women Behind Them.

Entrepreneur. ​https://www.entrepreneur.com/article/252925​.

Stevens, H. (2016, May 10). For kids whose parents battle cancer, a camp where they can laugh

again. ​Chicago Tribune.h​ ttps://www.chicagotribune.com/columns/heidi-stevens/ct-c

amp-kesem​ ​-parents-with-cancer-balancing-0510-20160510-column.html​.

Wallace, K. (2016, June 20). The ‘magical’ camp for children whose parents have cancer. ​CNN.

https://www.cnn.com/2016/06/20/health/camp-children-parents-cancer-camp-kesem/inde
x.html​.

Appendix B

Introductory Script:
Hi, nice to meet you! My name is _______. I first wanted to start off by thanking you for coming
today. I am involved with a small group of students from Indiana University’s Media School
class: Public Relations Planning and Research, trying to learn more about Camp Kesem. We are
conducting this research interview because we want to know more about how Camp Kesem
student leaders and people who fundraise encourage more donations through the pandemic and
recession.

During the interview, I am just going to ask you multiple questions about your experience,
feelings, and thoughts toward Camp Kesem. There are no right or wrong answers to these
questions, you can just say whatever comes to mind. This interview will only take about 15
 32

minutes of your time. If you have any questions or concerns, feel free to stop me at any time and
let me know. Do you have any questions so far?

I also just want to make sure that I still have your consent to conduct this interview and share my
findings with my professor and classmates but nothing more. (they say yes) Wonderful! Now we
can get started by teaching me a little bit more about yourself.

Warm-up questions:
● Can you please spell your full name for me?
● What year are you at IU and what is your major?
○ Why did you pick that major?
● How did you initially get involved with Camp Kesem?
○ How long have you been involved with the Camp?
● What’s been your favorite part of working at Camp Kesem so far?
○ Why?

Target questions:
● What are some of the methods you use to fundraise for Camp Kesem?
○ Why do you think you use these methods?
■ What makes them good/bad?
■ (If social media is a method) What social media platforms do you use to
fundraise?
● What makes them effective?
○ Has the pandemic affected your traditional fundraising methods?
■ If yes, how so?
○ Do you normally use social media platforms when fundraising?
■ If yes, how do you incorporate them?
● Does it help? How and why?
● How do you raise awareness about your fundraisers or the organization as a whole?
○ How do other people?
○ Would you say it's effective?
■ How so? Why?
○ Does Camp Kesem have any initiatives they use to help promote your
fundraisers?
■ What are they?
● How much money would you say you raise for Camp Kesem each year?
○ Do you think there is anything you could have done differently to raise more?
■ Why do you think that?
● Has the pandemic affected your fundraising or involvement with Camp Kesem?
○ How so?
○ Has it affected the amount of money you’ve been able to raise?
■ How so?
● Has the pandemic affected people’s decision to donate to your Camp Kesem fundraiser?
○ If yes, how so? If no, why do you think it hasn’t?
● How could Camp Kesem make it easier for you to fundraise?
 33

○ Do you think there is anything you could give people to encourage them to donate
more?
■ Does Camp Kesem give any type of incentives now?
● What are they? How do they help?
■ What are some things you think they could give that would help?
● Why do you think this?
○ Why would it be easier your way versus the way they currently do it?
● Was the camp experience like this year, with all camps being moved online?
○ What is different and what is the same?
● Do you think the virtual camps affected your fundraising?
○ Why and how?
○ Is there anything Camp Kesem can do during this pandemic to make up for the
lack of involvement and participation?
■ What is it? How would it help?
● Why do you think it would?
● Is there anything about the way Camp Kesem handles fundraising that you would handle
differently?
○ What more do you think you would be able to do?
■ How?
■ Why do you think your way would be better?
■ Imagine you were running things during this pandemic and recession,
what would you do differently?
● Why? And what makes you think so?

Participant addition:
● Is there anything else you would like to add or discuss?
● Is there anything else you think I should know about that I didn’t ask?

Thank you:
Thank you so much for your time and your participation! My group and I really appreciate your
help. If you have any follow up questions or have any additional input, you can contact me at
______(#/email). Thank you again!

Appendix C
Coding Guide & Transcriptions:
RQ1: Fundraising Incentives
RQ2: Organizational Awareness
RQ3: Effects of COVID-19
RQ4: Increasing Involvement
RQ5: Fundraising Methods
RQ6: Social Media

Appendix D
Link: ​https://iu.co1.qualtrics.com/jfe/form/SV_24CAhgmPG2zRWAd
Survey:
 34

Start of Block: Introduction

Camp Kesem Fundraising and COVID-19

Thank you for participating in our research survey! The purpose of this survey is to better
understand how Camp Kesem fundraising has been affected by the Coronavirus pandemic. This
survey is being conducted by a survey research group and is being used solely for class purposes.
Your responses will stay confidential to anyone outside our professor and our research group.
There are no wrong answers to this survey. By clicking the next arrow, you consent to taking the
survey.

If you have any questions, please do not hesitate to contact lfische@iu.edu

End of Block: Introduction

Start of Block: Demographics

1 What year are you in school?

o ​Freshman (1)
o ​Sophomore (2)
o ​Junior (3)
o ​Senior (4)
o ​Graduate Student or older (5)

2 What is your gender?

o ​Male (1)
o ​Female (2)
o ​Other (3)

3 Which university's chapter of Camp Kesem are you involved with?

________________________________________________________________

4 Do you have a leadership position in Camp Kesem? If so, which one?

o ​No (1)
 35

o ​Yes (2) ________________________________________________

5 How many years have you been involved in Camp Kesem?

o ​One (1)
o ​Two (2)
o ​Three (3)
o ​Four (4)
o ​Five + (5)

End of Block: Demographics

Start of Block: RQ1

6 To what extent does each of the following motivate you to fundraise for Camp Kesem?
Very much (1) Somewhat (2) Not really (3) Not at all (4)
Personal o o o o
Experiences (1)

Fundraising Goal o o o o
(2)

Campers (3) o o o o

Fellow Peers o o o o
Fundraising for
CK (4)
In-person o o o o
Fundraising
Events (5)

7 Which of the following would be most helpful in boosting morale in your chapter amidst the
COVID-19 pandemic?
o ​Increased Engagement/Communication with members of the chapter (1)
o ​Increased Engagement/Communication with Camp Kesem National Organization (2)
o ​Virtual Events (3)
 36

o ​Increased Advertising of Fundraisers (4)

o ​Other (5) ________________________________________________

8 If camp is virtual again in 2021, how much of an effect will that have on the following?
A great deal A lot (2) A moderate A little (4) None at all
(1) amount (3) (5)
Fundraising o o o o o
(1)

Donor o o o o o
Retention (2)

Member o o o o o
Participation
(3)
Member o o o o o
Retention (4)

Camper o o o o o
Retention (5)

End of Block: RQ1

Start of Block: RQ2

9 What is the best method that you have used to communicate to your donors about what their
donation is used for? (i.e. sending a donor photos of your Camp experience, sharing with them
the positive effects of Camp Kesem, etc.)
o ​Text Message (1)
o ​Phone Call (2)
o ​Email (3)
o ​Social Media (4)
o ​Handwritten Letter (5)
o ​Seminars/Webinars (6)
o ​Other (7) ________________________________________________
 37

10 How aware do you think your donors are about the effect of their donation?
o ​Very aware (1)
o ​Somewhat aware (2)
o ​Not aware (3)

11 How much of an effect do you think the pandemic will have on donors' awareness of how
their donations are being used?
o ​A great deal (1)
o ​A lot (2)
o ​A moderate amount (3)
o ​A little (4)
o ​None at all (5)

End of Block: RQ2

Start of Block: RQ3

12 To what extent has the pandemic affected your ​ability​ to reach your fundraising goal?
o ​Very much (1)
o ​Somewhat (2)
o ​Not really (3)
o ​Not at all (4)

13 To what extent has the pandemic affected your motivation to reach your fundraising goal?
o ​Very much (1)
o ​Somewhat (2)
o ​Not really (3)
o ​Not at all (4)

14 How effective would each of the following methods be for helping student leaders who are
struggling to reach their fundraising goals?
Very Effective (2) Somewhat Not really Not at all
effective (1) Effective (3) effective (4) effective (5)
 38

Recognizing o o o o o
Fundraising
Achievements
(1)
Providing o o o o o
Fundraising
Tools And
Resources (2)
Sharing Tips o o o o o
from Top
Fundraisers (3)

Sharing o o o o o
Fundraising
Success
Stories (4)
Holding o o o o o
Fundraising
Seminars (5)

End of Block: RQ3

Start of Block: RQ4

15 Did you attend in-person fundraising events for Camp Kesem, such as Make the Magic or
canning?
o ​Yes (1)
o ​No (2)

16 Which of the following do you think is the best alternative method to in-person fundraising?
o ​Reaching out to social media followers (1)
o ​Contacting close family/friends (2)
o ​Hosting virtual fundraising events (3)
o ​Other (4) ________________________________________________

17 To what extent do you think the inability to fundraise in-person will affect the amount of
donations received?
 39

o ​Very much (1)

o ​Somewhat (2)
o ​Not really (3)
o ​Not at all (4)

End of Block: RQ4

Start of Block: RQ5

18 What effect (if any) did virtual camp have on your relationships with Camp Kesem donors?
o ​Positive effect (1)
o ​Negative effect (2)
o ​No effect/too soon to tell (3)

19 Have you done anything differently this year to strengthen your relationship with your donors
in a virtual environment?
o ​Yes (Please specify below) (1)
________________________________________________
o ​No (2)
o ​No, this is my first year involved with Camp Kesem (3)

End of Block: RQ5

Start of Block: RQ6

20 Which of the following methods have you used to reach out to potential donors? (Check all
that apply)
▢ ​Text Message (1)
▢ ​Email (2)
▢ ​Phone Call (3)
▢ ​Social Media (4)
▢ ​Handwritten Letter (5)

21 Which of the following methods would you say is the most personal way to reach out to
potential donors?
 40

o ​Text Message (1)

o ​Email (2)
o ​Phone Call (3)
o ​Social Media (4)
o ​Handwritten Letter (5)
o ​Other (Please Specify) (6) ________________________________________________

22 How many of your donors do you send a personal "thank you" message to? (Take your best
guess)
o ​100% (1)
o ​75% - 99% (2)
o ​50% - 74% (3)
o ​25% - 49% (4)
o ​0% - 24% (5)

23 Which of the following methods have you used to thank your donors?
o ​Text Message (1)
o ​Email (2)
o ​Phone Call (3)
o ​Social Media (4)
o ​Handwritten Letter (5)
o ​Other (Please Specify) (6) ________________________________________________

End of Block: RQ6