Bianca Famimiko

Section 1
Situation Analysis

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Contact Information
Hope Academy
1403 W. Florida St
Greensboro, NC 27403
Phone: (336) 303-0436
Fax: N/A
Website: http://hopeacademygso.org/
Days & Hours of Operation
School hours: Monday Friday 7:30 a.m. -3:30 p.m.
After school: Monday Thursday 3:30 p.m. -5 p.m.
Description of Services
Hope Academy is a private non-profit middle school in North Carolinas Guildford county
that provides Christian education to low-economic families to equip, educate and
encourage students to have a better life. [They] exists to serve students that are socioeconomically disadvantaged.
They serve grade levels from 5th grade to 8th grade and have an after school tutoring
service to enhance learning concepts throughout the year and to fill learning gaps.
http://hopeacademygso.org/
Mission Statement
Through the hope and power of Christ and the influence of positive relationships, we
educate, encourage and equip our students in order to transform their future.
http://hopeacademygso.org/

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Administrative Staff
Ed Zimmerman
Head of School
Phone: (336) 303-0436
Email: ezimmerman@hopeacademygso.org
Dayna Carr
School Administrator
Phone: (336) 303-0436
Email: dcarr@hopeacademygso.org
Regina Clark
Executive Director
Phone: (336) 303-0436
Email: regina@glenwoodfamilyministries.org
Mattie Neese
Extended Day Coordinator/Office support
Phone: (336) 303-0436
Email: mneese@hopeacademygso.org

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Short term Goals

To be fully funded for the amount of $600,000

To increase academic scores by 30% in Scholastic testing, Terranova and EOG
To grow students character and faith

Long term Goals

To expand to a new and larger building with more than 8 class rooms and

handicap accessibility
To expand grades to Kindergarten to 8th grade
To see all 56 students successful in academics in high school
To see students have a career and not live in poverty

Strengths of Organization
Hope academy is a strong new non-profit school in the Guildford County. They are
unique because they are the only school that serve the low-economic demographic in
the Greensboro area. They focus on students who have fallen behind in school and
serve the purpose of filling educational gap before they enter high school. They equip
the students with Christian principles to live by and spread through the community.
Since their opening three years ago, they have created a very positive image in the
marketplace and community. Within these three years and continuing on their fourth;
they have met their budget of half a million dollars and have a zero turnover rate for
their faculty. At Hope Academy transparency is important so many faculty members live
in the Guildford County community and continue to live a positive Christian lifestyle for
the parents and students to see even outside of the school atmosphere.

Challenges of Organization

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Some challenges that face Hope Academy are the financial strain of not owning a
building but renting their current building. The small space and the design of the current
building do not provide handicap accessibilities for future students. Therefore, they have
to turn away many disabled students as well regular students due to insufficient space.
Hope Academy needs to find a larger building with handicap accessibilities in the
Guildford county area that they can own. In order to complete this challenge they will
need and estimate of $1 million dollars to be able to move and reach their goals of
reaching even more children.

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Existing Competitors
Triad Math and Science Academy (TMSA)
Address: 700 Creek Ridge Rd,
Greensboro, NC 27406
Phone: (336) 621-0061

Government and Regulatory Agencies

North Carolina Division of Non-Public Education
Address: 116 W Jones St.
Raleigh, NC 27603
Phone: (919) 733-4276
Website: http://www.ncdnpe.org/
Internal Revenue Services (IRS) (State)
Address: 4905 Koger Blvd
Greensboro, NC 27407
Phone: (336) 574-6024
Website: http://www.irs.gov/uac/Contact-My-Local-Office-in-North-Carolina
Internal Revenue Services (IRS) (Federal)
Address: 4405 Bland Rd,
Raleigh, NC 27609
Phone: (919) 850-1100
Website: http://www.irs.gov/

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US Department of Health and Human Services
Address: 101 S Edgeworth St,
Greensboro, NC 27401
Phone: N/A
Website: http://www.hhs.gov/
US Food and Administration
Address: 2302 W Meadowview Rd # 130,
Greensboro, NC 27407
Phone: (336) 333-5419
Website: http://www.fda.gov/
Fire Department
300 West Washington Street,
Greensboro, NC 27401
Phone: (336) 373-2489
Website: http://www.greensboro-nc.gov/
North Carolina Department of Transportation
Address: 2391 Coliseum Blvd
Greensboro, NC 27403
Phone: (336) 334-5438
Website: www.ncdot.gov/

Reference Publications
Association Christian Schools International: Legal update issue
731 Chapel Hills Drive
Colorado Springs, CO
Phone: (719) 528-6906

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Channels of Communication

Social media (Facebook)

Website
Teacher- Parent meetings
Little Libraries in the community
Word of Mouth (Referrals)

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Current Client Publics

Rank
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Public

Resource

I/E

Students
Future Students
Parents
Teachers
Administration
Volunteers
Donors
Competitors
Supplier
Media

Reason for existence

Reason for existence
Provide the students
Provide the education
Provide direction
Helps unfilled needs
Provides Finances
Provides direction
Provide educational material
Awareness

I
I
E
I
I
I
E
E
E
E

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Client Publics Opportunity/Problem Client Statement
Since 2011 Hope Academy has changed and improved over 56 students lives in the
local community of Guildford County. They continue to live by their mission statement of
Christian principles of hope and power to educate, encourage and equip students for a
brighter future. This is observed in the small observations in children behavior as well as
their increasing test scores of 20% each year. They hope to see the prosperous future
for their students. They hope some return to help other students that were in their same
circumstance.
The fact that Hope academy is a small non-profit private school allows for small and
intimate classes as well as after school tutoring. However, being small and intimate has
it challenges of space and expansion goals of reaching and changing more student
lives. While Hope Academy has done a great job in having donors and other federal
organizations support their organization to reach their budget of $500,000 for the past
three years. They still lack funds to expand and to fund more students tuition cost.
There is an opportunity to strengthen your donor relations section of Hope Academy
and possibly increase current donor contributions as well as bring in future donor
contributions. This opportunity will strengthen the relationship by educating,
encouraging and equipping the donors. If this plan is to be implemented it will increase
funds for long-term goals of expansion.
Target Public Description and Demographics
Hope Academy target public will be donors that are between the ages of 50-60
that are members at Mount Zion Baptist Church in Greensboro, NC. This public
contains 710 members at the church. This target pubic is ideal because they have
similar Christian beliefs of Hope Academys as well as more disposable income and
time to give to this organization. This public has had long lasting careers and
understand the importance of giving back to a community. This age range is also
promising because many of them have grandchildren and might feel emotional ties to
contribute to Hope Academy.

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Target Public Psychographics VALS (www.sric-bi.com)
Achievers

Have a "me first, my family first" attitude

Believe money is the source of authority
Are committed to family and job
Are fully scheduled
Are goal oriented
Are hardworking
Are moderate
Act as anchors of the status quo
Are peer conscious
Are private
Are professional
Value technology that provides a productivity boost.

http://www.strategicbusinessinsights.com/vals/ustypes/achievers.shtml
Believers

Believe in basic rights and wrongs to lead a good life

Rely on spirituality and faith to provide inspiration
Want friendly communities
Watch TV and read romance novels to find an escape
Want to know where things stand; have no tolerance for ambiguity
Are not looking to change society
Find advertising a legitimate source of information
Value constancy and stability (can appear to be loyal)
Have strong me-too fashion attitudes.

http://www.strategicbusinessinsights.com/vals/ustypes/thinkers.shtml
Defense for Psychographics
The label Achievers is appropriate for this target public because they have
achieved success in their careers. This provided them to be hard working and goal
oriented as they became more successful to obtain the financial stability that now

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acquire. This also allowed for them to become professional and use technology in
effective ways to boost their businesses.
The label Believers is appropriate for this public because their Christian beliefs which
has made them friendly with their community and rely on spirituality for basic right and
wrongs as well as inspiration. Their value for constancy and stability allows for the
potential of good reliable donors.

Bianca Famimiko

Strategic Research Design

To obtain accurate information from declared target public; a primary research will be
conducted that uses formal and informal research methods. A questionnaire will be
created to obtain quantitative and qualitative results about our target public.
The quantitative questions will serve the purpose of gaining numerically statistics on
target public. Sample questions to obtain these results are such as, how many
organizations do you give to? How important is education to you? What is the average
amount given to organization(s)? Do you like updates on process from organizations?
How often do you give to an organization? How much do you make annually? (30,00050,000) (50,000- 70,000) (70,000-90,000) (90,000- 110,000) (110,000 and above)
The other portion of the questions will be qualitative to understand motivation to give.
Samples of these questions will be: what type of organizations do you give to? How do
you like to give? What attracts you to give? How do you like to receive your information?
What type of donor events have you attended?
All of these questions will give an insight on how to attract and build relationships with
more donors for Hope Academy to accomplish their goals to expand and be fully funded
every year. This questionnaire gives Hope Academy insight on constructing future
events for donors.
Budget Information
The budget for this plan is $2,800

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Section Two
Strategic planning detail

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Communication Objective
To motivate 350 member of our target public to annually give to Hope Academy towards
their short and long term goals. Primary goal is to motivate Mt. Zion church members to
give $200,000 to Hope Academy towards the effort of being fully funded and towards
future efforts of the expansion of the school. In order to motivate the target public this
plan also aims to inform and educate church members about middle school students in
Guildford community, the purpose and mission of Hope Academy and the Christian
principles the school stands on. This plan will span over a year, from August 1 st 2016 to
July 31st 2017.
By informing and motivating the target public about Hope Academy financial and
spiritual goals the plan will aim to accomplish the short-term goal of being fully funded of
$600,000 to cover students tuition. This plan will be the platform for accomplishing their
long-term goals of expanding into a new building that benefits handicap students and
expanding grade levels from kindergarten to eighth grade. All of these goals a line with
Hope Academys mission statement to, educate, equip and encourage students for
their future.
In effort of achieving these goals, a pre-program quantitative and qualitative survey will
be provided to all of the Mt. Zion 50-60 years of age church members to measure the
amount already given to Hope Academy. This will provide a benchmark on areas to
improve on. During the year there will be a tracking of each new contributor to the
organization. A re-distribution of this survey will be given at the end of the program to
observe changes, if any, from the program. This will also serve as a benchmark for
future implementations in other plans.

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Message
Be a Dream Giver
This message pertains to the target public because this is the baby boomer generation
and the American dream was something they believed in and aspired to accomplish.
This message plans to spark that same spirit of a dream to the Hope Academy
students. This message is simple to appeal to the Believers because these individuals
do not like ambiguity. This is a simple and direct slogan to provide these students with a
dream by giving to Hope Academy. Since, Believers use faith as an inspiration, a dream
can be seen as faith based to inspire students. Also appealing to their psychographic of
Achievers, because they are seen as goal orientated and a dream is a goal. This
message allows for Achievers to believe they are helping students reach their goals of
accomplishing their dreams.
http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf
Spokesperson
The selected spokesperson for Hope Academy is the principal, Ed Zimmerman. Ed
Zimmerman has been the head of the school for the last three years. He is in the same
age range of the target public and has lived in the Guildford community for several
years. Ed Zimmerman does rely on spirituality and faith for inspiration and direction for
the school. He has personal connection to the students and was one of the persons
who decided to create a Christian based school in the community. He understands how
to set goals and achieve them as well as the need for continued improvement.

Bianca Famimiko

Spokes Entity

Be a Dream Giver

This spokes entity represents the giving of limitless possibilities and dreams. This
connects with the target public because it is inspirational on the basis of faith and
spirituality. It also connects with the psychographic of a romantic theme from the
romantic novels the target public like to read. This target public value making a
difference and that anything is possible which is signified by the giving of the hand and
the stretch of the sky that the hand is displaying. Overall, this spokes entity gives a clear
message that the target public is doing more than giving students money but they are
giving a dream to students by giving to Hope Academy. In effect this will connect to
Believers wanting a friendly community.
http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf

Bianca Famimiko

Section 3
Communication Tactics Detail

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Event description
This plan will execute many events throughout the year; however, our last event and the
biggest event will be held to honor donors and continue to accomplish Hope Academys
short and long term goals. This event will be held on April 16, 2017 during the weekend
of Easter from 3 p.m. to 6 p.m. Mt. Zion Bapist church will host an Easter themed
community event that will be located in Mt. Zions park lot. During this event all donors
will have reserved tables for them and their grandchild or grandchildren. Volunteers
from Hope Academy and Mt. Zion will help paint children faces and supervise outdoor
activities. The outdoor equipment such as jump ropes, hoopla hoops, and small
scooters for the younger children will be provided by Hope Academy. The tables and
chairs for this event will be provided by Mt. Zion. A locally owned restaurant by Marty
Kotis called Darryls wood fire grill will cater for this event to create more connections in
the Greensboro community. Donation Easter baskets will be on all 40 tables, as well as
feedback forms about the how they heard about the event and if they have given/ heard
of Hope Academy before. The event will be publicize by sending out a press release
and pitch letter to the News and Record Greensboros local newspaper, as well as Hope
Academys Facebook page.
During the course of this event Mr. Ed Zimmerman and Ms. Regina Clark for an hour
will talk about Hope Academy. Mr. Zimmerman will talk about the issues that Hope
Academy and Guildford county faces in education. He will also talk about the mission of
Hope Academy and what change they hope to see in the community because of Hope
Academy. Regina Clark will talk about the financial aspect of Hope Academy and how
much tuition is to pay for each student and the building and what future financial goals
they have. To honor the donors the 56 Hope Academy children will present the donors
with a small gift and plastic Easter eggs that has their dreams written in it. After the
donors have received their gifts Regina will announce a goal to raise $10,000 and this
will cover tuition for one child to come to Hope Academy, as well as Wells Fargo has
agreed to match any gift that is given at this event.

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Event Rationale
The purpose of this event is to honor current donors in our target public, motivate and
inform other members about Hope Academy and continue to raise money for Hope
Academy. This event is an Easter event because of the target public age and generally
speaking many 50-60 years have grandchildren under the age of 18. So creating an
event that includes grandparent, grandchild and family was a good strategic discussion;
especially, since it was in honor of the current donors.
Since, this target public is in the psychographic of Believers having a friendly community
is important to them this is why it is a community event. Connecting with them being
Achievers by providing them with gifts and knowledge of how their contributions have
helped Hope Academy this shows appreciation as well as a form of achieving and the
success they are a part of creating. The games are for the Hope Academy children as
well as the donors children to interact with each other and form new relationships and
connections with peers outside of the Guildford community. This target public is very
family orientated and believes that their family comes first and this event incorporates
most these values.

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Partnerships and Rationale

Darryls wood, fire, grill- They are providing a food service such as hamburger, hotdogs,
baked beans, chicken etc.
Mt. Zion: They will provide a location and volunteers for this event
The partnerships for this event are with Darryls wood, fire, grill and Mt. Zion Baptist
church. The purpose is to continue relationships with these locally founded or owned
businesses to open doors with other Marty Kotis properties since he owns several real
estate properties in the Greensboro, NC area. Mt. Zion relationship can extend to more
donors and volunteers from the church. Focusing for this plan, on locally operated news
and publications our press and pitch letters were distributed to News & Record, Rhino
times and Yes! Weekly.

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Publicity
Controlled

Mt. Zion Church bulletin

Media announcement on Facebook post
Media announcement on Hope Academy website
Email to Hope Academy Volunteers and faculty

Uncontrolled

Press release
Word of mouth
News coverage from local news media

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Event Timeline
To execute an effective event the following timeline will be used
January 23rd, 2017 Request event space and time at Mt. Zion
February 6th, 2017 Request dates from Darryls fire, wood, and grill
February 13th, 2017 Provide Darryls with food options
February 27th, 2017 Provide Mt. Zion with details about event
March 6th, 2017

Send out pitch letter to News and Record and News Release

March 13th, 2017

Ask for volunteers from Mt. Zion & Hope Academy for event

March 13th, 2017

Event goes into Mt. Zion Bulletin

April 2nd, 2017

Have confirmed number of volunteers

April 15th, 2017

Setup for event

April 16th, 2017

Give a Dream donor community event

April 17th, 2017

Evaluation of feedback forms: success and improvements.

April 17th, 2017

Update Facebook page

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Event Day Timeline
2 p.m.

Staff members and volunteers arrive to setup

2:30 p.m.

Caters come and set-up

3 p.m.

Donors and other guest arrive

3:30 p.m.

A welcome and prayer

3:35 p.m.

Eating can commence

4:30 p.m.

Mr. Zimmerman and Regina Clark give speeches

5:15 p.m.

Giving of the gifts to donors

5:30 p.m.

Prompt to sponsor a childs tuition

6 p.m.

End of event

7 p.m.

Staff members, volunteers and catering clean up

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Media contacts
This plan will use the News and Record local Greensboro newspaper for this target
demographic because they are still a in the group that still reads newspapers and uses
technology for productivity purposes. News and Record and Hope Academy already
have an established relationship with having a previous feature story written about
them.
News & Record
Address: 200 E. Market St.
Greensboro, N.C. 27401
Andre Taylor
Online News Editor
Phone: (336) 373-3465
News & Record
Address: 200 E. Market St.
Greensboro, N.C. 27401
Cindy Loman
Features and Community Editor
Phone: (336) 373-7212

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1403 W Florida St, Greensboro, NC 27406

NEWS RELEASE
March 6th, 2017
FOR IMMEDIATE RELEASE
Contact information:
Public relations practitioner
Bianca Famimiko
Phone: 336-920-8801
Email:bfamimiko@hope.com
HOPE ACADEMY SPRINGS INTO HONORING DONORS
Fundraising event honoring current Hope Academy donors
Greensboro, NC59 Hope Academy students and faculty will present gifts and honors
the new and old donors that have contributed to the schools financial success. An
Easter themed community event Be a Dream Giver will be at Mt. Zion Baptist church
parking lot on April 16th, 2017.
This event is to honor donors who have given significant money to help the school raise
an annual $600,000 which is $10,000 per student to attend Hope Academy or have
given to help raise money for expanding their school.
After hearing about what Hope Academy was doing in our community I decided that I
wanted to help them give Hope to more children in the community , said Marie Brown
who is a Mt. Zion Church member. This event is to honor donors like Mrs. Brown and
allow for a fun filled event with children.
At Hope Academy our goal is to give hope to a better future for these students and the
best way to do that is to educate, equip and encourage them so they can have the best
future, Mr. Zimmerman.
Hope Academy is a non-profit Christian middle school that helps children from lowsocioeconomic families to have a better educational experience. Hope Academy has
been around for three going on four years. These donors are a part of Hope Academys
big vision for these students. For this event all 56 students will present a small gift and

Bianca Famimiko
an Easter egg that has their dream written on the inside to show their appreciation to
these donors. Continue to help Hope Academy inspire dreams, hope and a bright future
into these students lives.
For more information about Hope Academy please contact Regina Clark at (336) 3030436 or via email regina@glenwoodfamilyministries.org

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Bianca Famimiko

March 6th, 2017

HOPE ACADEMYS EASTER DONOR APPRECIATION

Greensboro, NC59 Hope Academy students and faculty will present gifts and honors
the new and old donors that have contributed to the schools financial success. An
Easter themed community event will be at Mt. Zion Baptist church parking lot on April
16th, 2017.
News & Record
This event is to honor donors who have given significant money to help with a
feature story on
childs tuition which is $10,000 per student to attend Hope Academy or have
Hope Academy
given to help raise money for expanding their school. .
At Hope Academy our goal is to give hope to a better future for these students and the
best way to do that is to educate, equip and encourage them to allow them to have the
best future they can possibly have, Mr. Zimmerman.
Hope Academy is a non-profit Christian middle school that helps children from lowsocioeconomic families to have a better educational experience. Hope Academy has
been around for three going on four years. These donors are a part of Hope Academys
big vision for these students. For this event all 56 students will present a small gift and
an Easter egg that has their dream written on the inside to show their appreciation to
these donors. Continue to help Hope Academy inspire dreams, hope and a bright future
into these students lives.
For more information visit hopeacademygso.org or please contact Regina Clark at (336)
303-0436 or via email regina@glenwoodfamilyministries.org

Contact information:
Public relations practitioner
Bianca Famimiko
Phone: 336-920-8801
Email:bfamimiko@hope.com

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Bianca Famimiko

March 6th, 2017

Contact information:
Bianca Famimiko
Phone: 336-920-8801
Email: bfamimiko@hope.com
Cindy Loman
Features and Community Editor, News & Record
Phone: (336) 373-7212
Address: 200 E. Market St.
Greensboro, N.C. 27401
Dear Cindy,
My name is Bianca Famimiko I am a public relations practitioner for RLF
communications. Our client is Hope Academy. Hope Academy is a private non-profit
middle school in North Carolinas Guildford county that provides Christian education to
low-economic families to equip, educate and encourage students to have a better life.
[They] exists to serve students that are socio-economically disadvantaged. Serving
grade levels from 5th grade to 8th grade and filling and enhancing learning concepts with
an after school tutoring program.
To honor the donors of Hope Academy, a community held event Be a Dream Giver will
be at Mt. Zion Baptist Church. A family event for the community will be dedicated to all
donors that helped raise $600,000 for Hope Academy students. Students will present
donors with a small gift and an Easter egg that has their dream written in it.
This event will be a great story to feature because it brings in the spring spirit of
inspiration, love and appreciation. This local event will bring light to issues of Guildford
County and how people in the community solve these issues. At the event we will
already have someone to take pictures for you and Regina Clark has agreed to sit down
with you for an interview. If you can any questions feel free to contact me at (336) 9208801 or via bfamimiko@hope.com. I will be contacting you on Monday March 27 th about
the interview and any other minor details.
Thank you so much for your time,
Bianca Famimiko, Public Relations Practitioner

Bianca Famimiko

March 6th, 2017

FOR IMMEDIATE RELEASE
Contact information:
Bianca Famimiko
Phone: 336-920-8801
Email: bfamimiko@hope.com

Media Advisor
Who: Hope Academy, Mt Zion volunteers and Donors of Hope Academy.
Mr. Zimmerman and Regina Clark.
What: A Community event in honor of Hope Academys donors.
When: Sunday April 16th, 2017 Easter weekend. 3 p.m. to 6 p.m.
Where: Mt. Zion Baptist Church
1301 Alamance Church Rd, Greensboro, NC 27406
Why: This event is in honor of the donors that have helped Hope Academy
accomplishment their short term goal of reaching $600,000 to fund each childs tuition.
Photo opt: Pictures will be taken of donors and Mr. Zimmerman and Regina Clark.
About Hope Academy
Hope Academy is a private non-profit middle school in North Carolinas Guildford county
that provides Christian education to low-economic families to equip, educate and
encourage students to have a better life. [They] exists to serve students that are socioeconomically disadvantaged. Hope Academy has been around for three going on four
years. These donors are a part of Hope Academys big vision for these students.