BOYS AND GIRLS

CLUB OF
BLOOMINGTON-
NORMAL

Emily McAuliff
Lisa Tran
Grace Huff
P
ES A
C
SAF

ES
Boys and Girls Club
TABLE OF
CONTENTS
3 Cover Letter

4 Meet The Team

5 Executive Summary

6 Background

7 Mission

8-9 Client Research

10-12 Opportunities & Problem

13 Why Now?

14-16 About Publics

17-20 Survey

21-23 Objectives

24 Conclusion

25 Sources

26-27 Campaign Theme Explanation

28-29 Event Overview

30-31 Timeline

32 Agenda

33 Sample Budget

34-35 PESO Breakdown

36-39 Media Materials

40-46 Promotional Materials

47-62 Social Media Materials

2
Safe Spaces PR
Lisa Tran, Emily McAuliff, and Grace Huff
304 S. University Street, Normal IL 61761

Dear Boys and Girls Club Of Bloomington-Normal,

We at Safe Spaces Public Relations appreciate your consideration of the proposed campaign for The

Boys and Girls Club of Bloomington-Normal.

As a result of the proposed campaign, we hope to increase awareness of The Club's mission and

services and create an engaging and enjoyable environment at the Annual Golf Outing event, where

attendees will feel as if they are children again and are more likely to contribute to the cause in

order to expand the Club's programming and reach more children.

Among the campaign's objectives are increasing community engagement and support, generating

greater interest in the Annual Golf Outing, and raising more funds. Throughout the campaign, we

will explain how we achieved these objectives.

It is our hope that this campaign will have a positive impact on The Boys and Girls Club and the

community it serves. With our approach, we are confident that we will be able to successfully raise

funds to support The Club's vital services for children.

Please feel free to ask any questions or provide any feedback regarding our proposal. Together, we

hope to make a positive impact on the lives of children in Bloomington-Normal.

Sincerely,

Lisa Tran, Emily McAuliff, and Grace Huff

3
MEET THE TEAM

LISA TRAN
ltran13@ilstu.edu

(773)886-0549

GRACE HUFF
gkhuff@ilstu.edu
(630)-470-1365

EMILY MCAULIFF
eamcal@ilstu.edu 4
(630) 386-6885
 EXECUTIVE SUMMARY
“Back to Your Future” is the slogan for our campaign. The goal of
our campaign is to improve the involvement of those who donate
time and money towards The Boys and Girls Club of Bloomington-
Normal. The campaign will focus on The Club's Annual Golf Outing,
making the outing more of a nostalgic feeling by incorporating a
speech from a success story of one of the Boys and Girls Club
families and decorations created by the Club members, we aim to
make the golf outing a nostalgic experience for all attendees. In
prior years, donors that attended the outing had not been aware that
The Club hosts the golf outing, as well as all that they have to offer
the community of Bloomington Normal. The campaign is designed
to appeal to donors’ nostalgia and encourage them to remember the
excitement they had for their future as children. The campaign aims
to create a deeper bond between the organization and its current
and potential donors.

5
 BACKGROUND
The Boys and Girls Club of
America began in 1860 in
Hartford, Connecticut. The
goal was to have a positive
alternative for boys who
roamed the streets. The Club
focused on capturing boys'
interests, improving their
behavior, and increasing their
personal expectations and
goals.

The Boys and Girls Club of Bloomington-Normal began in 1992. The

Club originally started in the basement of the John Kane Homes
Community Center. The Club outgrew its location by 1993 and
moved to its current location.

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 MISSION

The Boys and Girls Club of Bloomington-Normal mission statement is

"To empower all young people, especially those who need us most, to
reach their full potential as productive caring, responsible citizens."

The core program areas that The I CARE Values are values that are
Club provides are: the highest priorities at The Club:
Education and STEM Integrity
Arts and Culture Collaboration
Health and Wellness Accountability
Leadership and Service Respect
Career Exploration and Excellence
Development
Sports and Recreation

7
 CLIENT RESEARCH
On Facebook, The Club has 4k likes and
4.4k followers. They have a 4.9/5 star
rating with 49 reviews. The reviews are
all good reviews on the service they
provide and how the kids love going
there. The Club Facebook page has
contact information including phone
number, email, and address. The
Facebook page is a great way to get up-
to-date information on any events and
whats going on within the facility.

The Club Instagram currently has 855

followers and 1,248 posts. The
Instagram account does not get as
much interaction as Facebook does.
Their Instagram post gets between 1-30
likes with little to no comments.

The Boys and Girls Club of

Bloomington-Normal Youtube
channel has 361 subscribers and
203 videos uploaded. The last
video they uploaded was over a
year ago. The views on their
videos range between 1-30 with
some popular videos having up
to 98k views.

8
 CLIENT RESEARCH
The Club Twitter account
has 758 followers. The last
thing they posted on the
account was from over a
year ago. The Club does
not get a lot of interaction
on their Twitter. In their
bio, they have their
mission statement and
website link.
The Boys and Girls Club of
Bloomington-Normal Google
page has a 4.5/5 star rating
with 4 reviews. The reviews
does not have any details on
why they put those reviews.
The Google page also has
some contact information
which include phone
number and address.
The Club Linkedin account has 294
followers. Their Linkedin bio
includes their mission statement and
their contact information. The
Linkedin page is a good way to stay
up to date to what is going on since
they post often. The posts gets
between 1-12 reactions (likes, hearts,
claps, etc.) and some comments. The
post are showing off donors, meeting
staff, events coming up, and pictures
of the kids.
Currently, there is not much
information on the Annual Golf
Outing on The Boys and Girls
Club website. The website has
the date of the event, the location,
and the sponsor of the event.
9
 OPPORTUNITY

The Boys and Girls Club of Bloomington-Normal's annual golf

outing is a significant fundraising event, but it has the potential to
be even more successful. Currently, the Annual golf outing raises
$56,000. With the Boys and Girls Club of Bloomington-Normal's
Annual Golf Outing, attendees can connect with the organization's
mission and create an exciting atmosphere that can support the
organization's growth. By incorporating childhood nostalgia into
the event, the Boys and Girls Clubs can better communicate their
mission and create a memorable experience for their attendees.
The organization will benefit from increased donor and supporter
engagement and, as a result, will raise more funds.

PROBLEM
The Boys and Girls Club of Bloomington-Normal's annual golf
outing is challenged by the fact that many attendees are unaware
of the club's affiliation. Despite the event's potential for significant
fundraising, many attendees may not be aware of the important
role the Boys & Girls Club plays in providing a safe and supportive
environment for local children. A lack of awareness may prevent
the organization from connecting with potential donors and
supporters, which may less funds raised.

10
 OPPORTUNITY
The Boys and Girls Club of Bloomington-Normal could have a
stronger social media presence. The organization can better reach
its target audience and reach new supporters by improving its
social media strategy.

PROBLEM
Boys and Girls Club can effectively communicate with their
supporters through social media. It would be great and benefit
their brand if their social media channels were fully optimized,
their branding was consistent, and there were strong calls to action
on their websites. Lack of social media presence results in
decreased visibility, engagement, and community support for the
organization. Rebranding the Annual Golf Event will allow us to
not only interact with current followers to invite them to the event
but also encourage the attendees to follow the platforms following
the event, resulting in an increased level of engagement.

11
 OPPORTUNITY
In order to meet the needs of the community, The Boys and Girls Club of
Bloomington-Normal plans to build a new facility that exceeds its
current resources and capabilities. With the opening of the new facility,
The Club will be able to expand its programming and provide assistance
to more children in the community. There are 7000 children from low-
income families in the Bloomington-Normal area who lack access to safe
and structured after-school programs and summer camps. The Boys and
Girls Clubs provide a nurturing environment in which the children are
able to learn, grow, and develop socially. Having difficulties serving all of
the children who need their services can result in missed opportunities
for both the children and the community as a whole. Children are more
likely to become healthy, productive citizens when they receive support
and guidance from Boys and Girls Clubs. With the new facility, The Club
will be able to help more children and contribute positively to the
community as a whole.

PROBLEM

Despite the club's commitment to its mission, financing the new facility has
been particularly challenging. They are currently about a third of the way to
our goal of $17 million. The cost of materials continues to rise, so this is a
moving target. They have been working tirelessly to raise the funds necessary
for the construction of the new facility, relying heavily on donations and
grants. If these services are not available to children, they may miss out on
the benefits of after-school and summer programs, which may place them at
a disadvantage. It may not be possible for the community to realize the full
potential of these young people if they do not provide services to all of the
children who require them.

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 WHY NOW?
The Boys and Girls Club of Bloomington-Normal's annual
golf outing is an appropriate time to focus on overcoming
several challenges and opportunities. Limited knowledge of
how the event supports the organization's mission is one of
the unfavorable attitudes toward the event.

It is also important to consider favorable circumstances.

Over 7,000 children in the Bloomington-Normal area come
from low-income families, making the Boys and Girls Club's
annual golf outing a critical fundraising event. A stronger
relationship with the community can be achieved by
improving the organization and execution of The Club's
events.

It is also possible to create a deeper connection to the

organization's mission and goals by including the children's
aspect in the event, such as having them create decorations
and signs and including their artwork on the event t-shirts.

By addressing the challenges facing its annual golf outing

and fundraising efforts, this approach can be considered
proactive. The Boys and Girls Club of Bloomington-Normal
can make sure long-term success by improving the event's
execution and incorporating the children's aspect.

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 PUBLICS
PUBLIC ROLE IN IMPORTANCE LEVEL OF TYPE OF
MISSION TO MISSION INVOLVEMENT ENGAGMENT

EXTREMELY HANDS-ON
DONORS FINANCIAL HIGH PASSIVE
SUPPORT INVOLVED

CHILDREN/ PROGRAM EXTREMELY

HIGH INVOLVED HANDS-ON
PARENTS PARTICIPANT

STAFF OPERATIONAL HIGH EXTREMELY HANDS-ON

MEMBERS SUPPORT INVOLVED

VOLUNTEERS/ PROGRAM HIGHLY HANDS-ON

COLLEGE HIGH INVOLVED PASSIVE
SUPPORT
VOLUNTEERS

LOCAL COMMUNITY HIGH INVOLVED HANDS-ON

BUSINESSES PARTNERS PASSIVE

ADVOCATES
COMMUNITY AND HIGH INVOLVED HANDS-ON
LEADERS INFLUENCERS

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 ABOUT PUBLICS

01
CHILDREN AND YOUTH

Youth and children are the primary target audience of The Boys and Girls Club. It is for
these individuals that the organization was founded, and its mission is to provide them
with a safe and supportive environment where they can grow, learn, and thrive. All
decisions should be made with the needs and perspectives of the children and youth
who participate in the club's programs in mind. An individual's age, income, education
level, and location may be relevant demographic information.

02
PARENTS AND CAREGIVERS

The parents and caregivers of the children who participate in the club's programs are
important stakeholders. Their children are entrusted to the organization's care and
development, and they want to ensure that their children are safe, happy, and thriving.
Building trust and maintaining strong relationships with parents and caregivers
requires effective communication. In addition to age and gender, location may also be
relevant demographic information.

03
DONORS

In order to fund its programs and services, The Boys and Girls Club relies heavily on
donations and sponsorships. To ensure that the club can continue to serve the
community, donors and sponsors are essential to its success. For donors, demographic
information may include age, gender, income, occupation, and location. It may also be
helpful to consider their philanthropic interests and values, as well as their past
involvement with The Boys and Girls Clubs.

15
 ABOUT PUBLICS

04
COMMUNITY LEADERS

The club can gain support for their cause by engaging with community leaders such as city
council members, school board officials, and other influential figures. Leaders of the
community can also help establish the club as a vital part of the community and improve its
credibility. With the new land, the club will be able to establish itself as a vital part of the
community and improve its credibility. The newly built facility will provide a safe, supportive
space for families and children with community leaders' supportDemographic information
may include age, occupation, and location.

05
VOLUNTEERS

In order to deliver its programs and services, The Boys and Girls Club relies heavily on
volunteers. Kimberly, the Director of Philanthropy, believes that volunteers are extremely
important to our program because our main objective is to enable youth to form healthy
relationships with adults and acquire valuable skills.
From mentoring and tutoring to administrative assistance and event planning, volunteers
can provide a range of support. To ensure that volunteers continue to support the
organization in the future, it is crucial to engage them effectively and provide them with a
positive experience. Demographic information about volunteers could include their age,
gender, occupation, location, and areas of interest. Consider their prior experience with
volunteering and their motivations for getting involved, as well as the time and resources
they can commit to.

06
LOCAL BUSINESSES

The Boys and Girls Club of Bloomington-Normal can benefit from the support of local
businesses. Businesses can provide significant financial and in-kind support to the
organization, which can assist them in accomplishing their goals. Furthermore, local
businesses may gain positive publicity and community recognition by partnering with the
Boys and Girls Club. The size, industry, location, and philanthropic interests or values of
local businesses could be relevant demographic information. Considering the product or
service offered by the business, as well as their target market and customer base, may also
be helpful.
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 SURVEY LOGISTICS
Purpose
For this survey we plan to pull from the Bloomington-Normal community,
specifically from the donors of the Boys and Girls Club of Bloomington-Normal.
It will serve as a way for the Boys and Girls Club of Bloomington-Normal to have
a better understanding of their donor relations as well allow donors to reflect on
their knowledge about the organization. This survey should be completed prior
to the Annual Golf Outing on June 16

Sample Frame
For accurate and genuine responses, this
survey will pull from a list of donors who
receive emails from The Boys and Girls Club
of Bloomington-Normal.

Sample Size
This would survey from a
maximum of 100 donors within
the organization.

Recruitment Techniques
This survey can administered via email
through a survey link that participants
can click on. The survey should be sent to
all donors on the emailing list, but should
be shut off once 100 responses are met.
The email should also make donors
aware that their participation in the
survey is optional and all submitted
answers will be kept anonymous.

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 SURVEY
Participants will indicate their agreement level based on the
given statement. Strongly Disagree Disagree Indifferent Agree Strongly Agree

I am aware of the services that The Boys and Girls Club of Bloomington-Normal
offers.

I wish to have stronger relationships with members and staff of The Boys and Girls
Club of Bloomington-Normal.

I am aware of what my donations are being used towards by The Boys and Girls Club
of Bloomington-Normal.

The Boys and Girls Club of Bloomington-Normal offers opportunities for donors to
become more involved in the organization.

The Boys and Girls Club of Bloomington-Normal receives adequate donations to

positively impact children.

I rely on the social media accounts of The Boys and Girls Club of Bloomington-
Normal for information on upcoming events.

The Boys and Girls Club of Bloomington-Normal sets every child up for a successful
future.

I am aware of the successes of children at The Boys and Girls Club of Bloomington-
Normal.

I was able to easily find The Boys and Girls Club of Bloomington-Normal social media
accounts.

The Boys and Girls Club of Bloomington-Normal values having a relationship with
donors beyond a monetary value.

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 SURVEY
Participants will indicate "yes" or "no" to the
given question
Yes No

Do you feel The Boys and Girls Club of Bloomington-Normal has the proper
resources to expand their facilities?

Do you know the name of at least one family or child that is a member of The Boys
and Girls Club of Bloomington-Normal?

Do you engage with the organization's social media content?

Do you know other donors that support The Boys and Girls Club of Bloomington-
Normal?

Are you made aware of what the Boys and Girls Club of Bloomington-Normal's long
term goals are?

Participants will write a short response to two open

ended questions.

Why did you decide to become a donor of The Boys and Girls of Bloomington-Normal?

What do you wish could be improved on to help donors become an active part of The Boys
and Girls Club of Bloomington-Normal?

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 SURVEY
Demographic
Questions

What is your ethnicity? What gender do you identify as?

White Male
Black Female
Hispanic Transgender
Asian Gender fluid
Native American Other: ________
Native Hawaiian or Pacific Islander Prefer not to say
Middle Eastern
Two or more
Prefer not to say
Other:_________

What is your age? What is your yearly income range?

0-15 years old 0-19,999

16-30 years old 20,000-29,999
30-45 years old 30,000-39,999
45+ 40,000-49,999

Prefer not to say 50,000-59,999

60,000-69,999
70,000-79,999
What is your highest level of education? 80,000-89,999
Some high school 90,000-99,999
High school degree 100,000+
Associate’s degree Prefer not to say
Trade School certification
Bachelor’s degree
Master’s degree
Doctorate
Other:________
Prefer not to say

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