Runninghead:IMPORTANCEOFVOLUNTEERING&DONATIONS

ImportanceofVolunteering&Donations
AaronMitchell
AlondraPonceDeLeon
JaredPeterson
ThangTran
ToryFriend
SaltLakeCommunityCollege

IMPORTANCEOFVOLUNTEERING&DONATIONS

ImportanceofVolunteering&Donations
TheReachProgramisanorganizationthathelpschildreninneed.InUtah,thereare
many,manychildreninneedoffriendsandstrongadultrolemodelsthatcanhelpthesechildren
learnandgrowintohealthy,happymembersofsociety.ThemissionstatementforTheReach
Programisasfollows:

TheReachProgramisa501c3nonprofitorganizationthatprovides
communitystewardshipinorganizingactivities,entertainment,service,andsupporttochildren
inneedwithaspecialfocusonchildrenwhoarevictimsofabuseand/orneglect,andchildren
whosufferfromdepressionorsuicidalideations.Ourgoalistoinspirechildrentoreachforall
theydeserveinlifebyempoweringandassistingtheminbuildingabrightfuture,filledwith
purposeandselflove.(Gilbert,n.d.)Itissovitallyimportanttovolunteeranddonatetoan
organizationlikethisbecauseitcantrulymakeadifferenceinthelifeofachild.
Purpose/Objective
TheReachProgramisanonprofitorganizationthatisworkedonentirelyfrom
volunteers,allowingagoodchancetogivebacktoyourcommunity.Wewanttoinspirepeople
throughdifferentchannelstodonatetheirtime,moneyandeffortstotheReachProgram.This
programhelpschildrenthathavebeenneglectedorabused.Someofthesechildrenmayhave
depression,ormayhavesuicidalthoughts.ThechildrenattheHelpCenterareinneedofhelpin
manydifferentways.Wecouldhelporganizeactivities,helpservemeals,whateverisneeded.
Allchildrendeservetohaveabrightfuture!

IMPORTANCEOFVOLUNTEERING&DONATIONS

Audience
Thetargetaudienceforthisvolunteeringcampaignarethosewhohaveahigher
educationsuchasabachelordegreeorhigherorperhaps25yearsoldorolder.Thisgroupisour
targetaudiencebecausetheysimplyhavethetimetodoactivitiessuchasvolunteering.Whereas,
youngerpeoplewhoaregaininganeducationaredonatingmost,ifnotall,theirtimeto
schooling.Alsothoseofahigheragemayfeeltogivebacktothecommunityfromthethings
theyhavelearnedinlife.Belowisademographicandpsychographicprofileofthisaudience:
Demographics
21.8%ofmenvolunteer.(BureauofLaborStatistics,2015).
27.8%ofwomenvolunteer.(BureauofLaborStatistics,2015).
26.4%ofWhitepeoplevolunteer.(BureauofLaborStatistics,2015).
19.3%ofBlackpeoplevolunteer.(BureauofLaborStatistics,2015).
17.9%ofAsiansvolunteer.(BureauofLaborStatistics,2015).
15.5%ofHispanicsvolunteer.(BureauofLaborStatistics,2015).
38%ofVolunteershaveabachelorsdegreeorhigher.(BureauofLabor
Statistics,2015).
26.5%ofvolunteershavesomecollegeorassociatedegree.(BureauofLabor
Statistics,2015).
15.6%ofvolunteershaveahighschooldiploma.(BureauofLaborStatistics,
2015).
8.1%ofvolunteershavelessthanahighschooldiploma.(BureauofLabor
Statistics,2015).

IMPORTANCEOFVOLUNTEERING&DONATIONS

29.9%ofmarriedcouplesvolunteer.(BureauofLaborStatistics,2015).
19.9%ofthosewhonevermarriedvolunteer.(BureauofLaborStatistics,2015).
Psychographics
26.3%ofvolunteersworkfulltime.(BureauofLaborStatistics,2015).
31.1%ofvolunteersworkparttime.(BureauofLaborStatistics,2015).
23.3%ofvolunteersareunemployed.(BureauofLaborStatistics,2015).
41.2%ofpeopleareaskedtovolunteer.(BureauofLaborStatistics,2015).
41.6%volunteerontheirown.(BureauofLaborStatistics,2015).
Collecting,preparing,distributing,orservingfoodwastheactivityvolunteers
performedmostoftenfortheirmainorganization.Ofthis11.3%ofvolunteers
reportedthisastheirmainactivity.(BureauofLaborStatistics,2015).
Otheractivitiesareasfollows:
Tutoringorteaching9.2%(BureauofLaborStatistics,2015).
Fundraising9.0%(BureauofLaborStatistics,2015).
Engagingingenerallabor8.8%(BureauofLaborStatistics,2015).
Thosewithbachelordegreesorhigherweremorelikelytoprovideprofessionalor
managerialassistanceortotutororteachthanthosewithalessereducation
(BureauofLaborStatistics,2015).
AudienceAnalysis
Accordingtothedata,theaudienceshowsthatthosewhoarerelativelyolderandwho
haveahighereducationaremorelikelytovolunteerthantheyoungergenerationwould.Dueto
thishighereducation,somemayfeeltogivebacktothecommunity,orneedsomethingother

IMPORTANCEOFVOLUNTEERING&DONATIONS

thanworktofilltheirtime.

Becauseoftheskillsandabilitiesobtainedthroughuniversity,some
mayfeeltodonateordemonstratetheseskillstothepublicthroughvolunteerwork.Thosewho
donothaveahigherskillsetwouldmostlikelydothemenialchoresofvolunteeringsuchas,
collecting,preparing,distributing,orservingfood.Somemaygivegenerallaborlikebuilding,
movingorlifting,andanythingthatneedsfixing.
Therearemanywaysinwhichapersoncanvolunteer,thereforethereisawiderangeof
peoplewhocanhelp,butthehighestpercentofpeoplearethosewithhighereducation,soagood
estimatewouldbethose25yearsandolder.Volunteeringtakesalotoftimeifyoudoitona
regularbasis.Soyoungerpeoplewhoareobtaininganeducationsuchasaanassociate'sor
bachelorsdegreedonothavealotofextratimetodotheseextracurricularactivities.Itis
beneficialtofocusonthosewhoworkparttimeastheyhavemoretimetovolunteer.Also,
womenparticipateinvolunteeringactivitiesmorethanmendo,sofocusingonwomenwould
increasevolunteerhelp.
MessagingGoals
Nowthatitisunderstoodwhattypeofaudience,demographicallyandpsychographically,
wearewantingtoreachforourgivenpurpose,theteamhasplacedcertainmessaginggoalsto
achieve:
Think
Understandthesituationinwhichthekidsareinandwhyhelpingthemcanbe
beneficial.
Understandwhatthenonprofitorganizationgoalsareandtheimportanceinwhat
theyaretryingtoaccomplish.

IMPORTANCEOFVOLUNTEERING&DONATIONS

Understandwhatvolunteeringanddonatingcandoforthechildren,the
organization,andalsoforyourself.
Feel
Makingasmalleffortofanykindcanmakeabigdifferencetomycommunity.
Volunteeringcanbringagreatamountofhappinesstomyself,andmost
importantlythekids.
Mydonationwillcreatemoreeventsandcraftsforthechildrentoenjoyand
providethemwithmoresupplies.
Do
Promotetheorganizationandsharetheopportunitytovolunteeranddonatewith
othersinyourcommunity.
Volunteeratoneoftheiractivities,usuallyheldeveryotherFridaynightfrom
6:008:00p.m.attheSaltLakeYouthHomes(177WPriceAve,3610S.).
Donateanyamountpossible,nomatterhowsmall.BygoingtotheReach
Programswebsite(
http://www.thereachprogram.com/donate.html
)youcan
donateandallproceedswillgotowardssupplies,crafts,andfoodforthechildren.
KeyMessages
Therearemanydifferenttargetaudiencethatwecanaddressinthiscampaign.While
therearedifferentmethodstoaddress,eachgroupofaudiencewewanttohaveamessagethat
standsoutandismemorable.Themainmessagesourgroupnarroweddownforeachtarget
audiencearethefollowing:

IMPORTANCEOFVOLUNTEERING&DONATIONS

CollegeStudentsVolunteeringwillboostyourcredibility.Itwillmakeyoumore
appealingwhenapplytogradschoolsandjobopportunities.Manygradschool
requireyoutohavecertainhoursofvolunteer.
Volunteeringwillgiveyouanopportunitytointeractwithchildren.Itisa
rewardingexperienceforyoutogivehopetochildreninneed.
Manyofthechildrenhavebeenabusedorsufferdepression.Through
volunteeringwiththisprogramyoucanhelpthemunderstandtherearepeople
whoarethereforthem.Theactofkindnesswillcreateripples.Byvolunteering
youwillinfluenceotherstodogooddeedsaswell.
Everylittlebithelpsifyouareunabletovolunteertimeyoucoulddonatemoney,
orartsuppliesforthechildren.Bydonating,youaremakingitpossibletohave
moreactivitiesforthechildrentoengagein.
Channels/Media
Inselectingvariouschannelsandmedia,ourgrouphasheavilyconsideredtheaudience
andwhichmediumswillmostinterestthem.Wehavedecidedtodothreedifferentchannels:a
FacebookpagepromotingtheReachProgram,flyerstopromotethebakesellfordonationsanda
videoofaconferencethatAngelagaveattheUniversityofUtahonApril9thtalkingaboutthe
groupandwhotheyare.
FacebookPage
AFacebookpagewillgiveinformationaboutthegroup,plus
providevariousarticlesthatdealwithunderprivilegedchildrenand
thehelpthattheyneedanddeserve.

IMPORTANCEOFVOLUNTEERING&DONATIONS

Thismediumiseffectivebecauseouraudienceareyoungadults
thatareusuallyveryactiveonsocialmediaandtheywillspenda
lotoftimeviewingdifferentpagesandlikingandsharinglinks.
WehavecreatedtheFacebookpage.Click
here
toviewit.
Thepagehasbeenverysuccessfullydesignedtomaximize
informationsandaction.WehaveinstalledaDonatebutton
whichbringstheusertothereachprogram.orgdonationpage,
wheretheycandonatemoneytotheprogram.Wehaveincludeda
varietyofarticles,youtubevideosandblogpoststoinformand
entertainouraudience.
WehavechosenthethemeofHelpingHandsasourvisual
representationoftheReachProgram.Wehaveincludedthis
pictureasourcoverphoto.Itwilltieinthiswholemarketing
campaign.
BakeSale
Wewillusethismediumbecauseabakesellissomethingthatis
recognizedasanhonestandrespectablewaytoraisemoneyfora
goodcause.Manypeoplearen'twillingtodonatemoneywithout
somethinginreturn,andthiswaypeoplecan"buy"alittletreat
andputthatmoneytowardagoodcause.
Flyers

IMPORTANCEOFVOLUNTEERING&DONATIONS

Wewanttopromoteabakesellforwhosedonationswillgo
directlytowardtheReachProgram.
Thismediumiseffectivebecauseifsoldinapublicplacewitha
lotoftraffic,manypeoplewillbeexposedtothisorganization.If
thetreatsarepricedreasonablyenough,thenmanypeoplewill
donateafewdollarstothecause.
Theflyercanbefound
here
.Webelievethisisaverysuccessful
flyerbecauseitisshortandconciseandplaystotheemotionsof
ourintendedaudience.Itprovidesenoughinformationtobeuseful,
butshortenoughtocatchtheattentionofanypasserby.Again,we
havetiedtheHelpingHandspictureintothefootertorelateitto
ourFacebookpageandothermediums.
Video
Ouraudiencewillbeinclinedtowatchshortvideosonsocial
mediaplatforms.Weplantodocumentaspeechgivenbythehead
oftheorganizationthatwilltakeplaceonApril9th,2016atthe
UniversityofUtah.
Thevideoscanbefound
here
.Wewereplanningonfilmingher
givingaspeechataconferencebutwedidnotarriveatthecorrect
time.Instead,wefilmedhergivingusapersonalinterview.
TacticalPlanning

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10

Inordertofullyadvocateourpurpose,creatinganeffectivecommunicationscampaignis
important.Weneedtounderstandthetypeofaudienceinwhichwewanttohavereceiveour
information.Heretheteamlaysoutourconceptonhowweplanonfulfillingouraudiences
needs:
Who(Audience) What(Message)
CollegeStudents. Explanationofwhatthe
nonprofitorganizationis.
Theimportance/effectsof
volunteering.
Whatandwheredonations
willitgotowardsto.

How(Channel)
Facebookpage.
Bakesale
Flyer.
Onlinevideo.

When(Timing)
April29th.

Conclusion
Bygettingthemessageouttherethatthisorganizationcantrulymakeadifferenceinthe
livesofchildren,itwillhelppeopleunderstandtheimportanceofdonatingtheirtimeandmoney
tosuchawonderfulcause.
Withalloftheworkthatwehaveputintothiscommunicationscampaign,wefeel
confidentthatwehaveadequatelypromotedthisorganizationinamannerthatwillbringmuch
neededparticipationtoaworthycause.

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Debrief
Theprojectwentsurprisinglysmooth.Alloftheactivitiesthatwehadplannedforthis
campaigncametogetherintheendwithonlyafewminorhiccupsalongtheway.Themost
challengingpartofthiswasgettingallofourresourcestogetherforthevideointerviewthatwe
made,talkingwithAngelaaboutherexperiencefoundingtheReachProgram.
Ouraudienceremainedconstantthroughthecampaignandwefeelwemanagedtotarget
themprettywellthroughourdifferentmediums.TheFacebookpagewillbeverypopularwith
18+yearoldsandwefiguredthebakesalewouldbeaverybeneficialactivitytoraisemoney
andawarenessoftheprogram.Weeditedthevideotobeshortandconciseenoughtoholdthe
attentionofsomeoneinthatagerangeandwefeelwewereverysuccessfulwhenitcametothis.
Theonlyplanchangewehadtomakewasthevideo.Wehadoriginallyintendedtofilm
hergivingaspeechataconferenceattheUniversity,butweweremisinformedonthecorrect
timeandshowedupjustastheywerepackingalloftheirthingsaway.Wemanagedtointerview
herinamorepersonablewaywhichwebelieveonlyaddedtothequalityofthevideo.

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References
Gilbert,A.(n.d.).
AboutU
s.RetrievedMarch31,2016,from
http://www.thereachprogram.com/aboutus1.html
BureauofLaborStatistics.(2015).
UnitedStatesDepartmentofLabor
[Datafile].Retrieved
March30,2016from

http://www.bls.gov/new.release/volun.nr0.htm
BureauofLaborStatistics.(2015).
UnitedStatesDepartmentofLabor.
[Datafile].Retrieved
March30,2016from

http://www.bls.gov/new.release/volun.htm