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Multicultural Refugee Coalition Public Relations Campaign

St. Edwards University Group 1: Alexandra Musi, Kristen Froelick, Julia Weeks, Lauren Georgalas Dr. Corinne Weisgerber 26 September 2012

I. Research & Background a) External Environment Political and Social Environment The number of refugees of concern to The United Nations High Commissioner of Refugees, (UNHCR) stood at 10.5 million at the beginning of 2011, down slightly from a year earlier. In the past year the total number of refugees the US accepts each year is 80,000 and of these 80,000, 1,000 enter the city of Austin attempting to establish a home and continue their life. The problem with this is that these refugees are viewed by many as immigrants and receive little compassion. When the U.S. Refugee Act was passed in 1980 it stipulated that cash and other assistance to refugees coming to the U.S. be provided for up to 36 months from the date of their arrival. That is now down to 8 months. insure that cash assistance is made available to refugees in such a manner as not to discourage their economic selfsufficiency. insure that a refugee is not initially placed or resettled in an area highly impacted (as determined under regulations prescribed by the Director after consultation with such agencies and governments) by the presence of refugees or comparable populations.. (The Refugee Act). This act shows that the government does not want to place all the refugees in one location so that they are not densely populating one community. What they have not taken into consideration is that this could help the refugee feel more comfortable and could lead to greater success. Another contributor to making the refugee feel comfortable would be with providing the refugee with a decent amount of money to get started. By providing the refugee with little money so they are motivated to become self-sufficient is treating the refugee as it is a teenager. If Americans are unable to find employment right now how is a refugee supposed to do the same? This is another problem that has not been taken into consideration by the government, which shows a lack of compassion for refugees. This is why the MRC works to make the refugees adapt to the changing environment around them. The MRC is not an organization that provides food, shelter and clothing. They want the refugees to be able to make it on their own so that they do not need to depend on anyone. The MRC is a place to feel safe while building a new life and home in Austin. Currently there are political factors that are shaping the viewpoint of people on immigrants, which are not the same as refugees. House Bill 12 showed legal authorities concern with in illegal immigration in 2011. The bill stated that any official could question the legal status of a person when they are detained. This shows that the state of

Texas as a whole is cracking down on illegal immigration and the passing of a bill like this shows that the people of Texas are also upset with illegal immigration. Illegal immigration is causing citizens to look down upon immigrations as a whole and this is leading to a negative outlook on refugees. A refugee is a person who is unable to return to their home country because of a well-founded fear of persecution due to race, membership in a particular social group, political opinion, religion, or national origin, based on the United Nations 1951 Convention and 1967 Protocols relating to the Status of Refugees. An immigrant is someone who wants to and willingly moves to the United States. A problem that could be affecting the US and their income of refugees is the current situation with the Syrian Refugees. 2.5 million people within Syria need support and 1.2 million are internally displaced, according to the U.N. Regional Humanitarian Relief Coordinator. There are encouraging signs that the U.S. State Department is recognizing and taking steps to help this current situation. The US will be donating $100 million for humanitarian aid both inside Syria and in neighboring countries, including $23.1 million to the United Nations High Commissioner for Refugees. This could also mean that the US will be receiving more refugees within the next year. As more and more refugees enter the US, and increases the number of refugees in Austin, it becomes more important to clearly identify the definition of a refugee and the difference between an immigrant and a refugee. Economic Environment The Multicultural Refugee Coalition is currently in need of donations but the economy is not making it easy for the center to receive these donations. Since the recession, nonprofits seem to be getting hit the hardest. For organizations that depend solely on donations it is hard to get those donations during or in the aftermath of a recession. According to a national survey, non-profit finance fund in 2011, 1935 nonprofits were surveyed, 87% feel the recession isnt over. 77% saw an increase in demand for services, 28% have one month or less of cash and 55% added or extended programs. There are many articles that can be found online instructing non-profits on how to survive through hard economic times and ideas on how to raise money. Yet this should not be a problem affecting the MRC because Texas is a state that is not feeling the recession as bad as the other states. The unemployment rate in Austin, TX, is 6.40%, with job growth of 0.94%. Future job growth over the next ten years is predicted to be 35.48%. Refugees are requesting Texas as a state to live in due to the many opportunities that it provides economically. Last year, for the first time since at least 2000, more refugees - 5,623 of

4 them, or 10 percent of the national total - were settled in Texas than in any other state, (Freemantle, Tony). With job employment rates growing in Texas job opportunity should be promising for refugees entering Texas but this does not necessarily affect the MRC and the MRC is still in need of donations. Technology The MRC takes advantage of all social media tools to get the word out about their organization. They are using Facebook to their full potential; they are now up to 546 likes. The MRC is frequently posting pictures on Facebook to keep people up to date on what is happening at the organization. The MRC needs to increase likes on Facebook to get the word out about the organization. They also need to increase their use of Twitter. They post on Twitter every five to six days; this number needs to increase to a tweet a day to keep follows involved in the day to day life at the MRC. The MRC also needs to post more pictures to Twitter so followers feel as if they are involved in the everyday adventure with the MRC. The MRC also releases a monthly newsletter to keep their community involved. This is very useful but not as effective as social media. Letting the community know what is going on once a month is nice but in todays society people want to be updated every second of every day. The MRC also needs to keep their blog posts up to date because they are currently not posting on their blog. This is another way for people to get a view into the world of the MRC and life as a refugee. Last, is Instagram. The MRC uses Instagram to keep their followers updated, but Instagram needs to be linked to their Facebook and Twitter accounts so that everyone can get insight on what is happening at the MRC even if they are not Instagram users. Currently the MRC has not taken the step to link all of their technology. b) The Industry Multicultural Refugee Coalition (MCRC) has come a long way since its start in 2008. MCRC has greatly improved its presence not only in the Austin community, but nationally and internationally as well. This presence has been improved through strategic planning by the staff members and board of directors. In order to be a successful industry, MCRC implemented social-media in order to raise more awareness about their cause. By introducing social-media as a part of their industry, individuals from all over the country are able to tune-in to the efforts, news, facts, and events of MCRC. Having the word out to the public enables MCRC to promote what is true from what is false i.e., refugees are illegal immigrants. Distinguishing between refugees and immigrants is important, due to the fact that many people are less willing to help if they believe that the refugees are illegal.

The misconception of immigrants, illegal immigrants, refugees, and illegal refugees leads to other issues of the industry. These issues include: control, regulation, and promotional activity. Control regulation deals with the amount of regulation from the government that deals with MCRC. Because MCRC is a non-profit organization there is not much regulation for revenue. In order to acquire money, MCRC receives various donations. Meg Erskin, Cofounder and executive director for MCRC, sheds light on these donations: Most of our donors are associated with me or the other co-founders somehow and that is something that we are trying to branch out and establish a larger fundraising base. We have many Presbyterian Churches that support us and a Lutheran Church. A lot of folks have given based on a particular cause or fundraising drive we are doing. A lot of folks have donated to soccer because it was tangible- $25 and you can support a soccer player in the league. We have also done a Groupon for our sewing program which raised about $1000 which was good (Erskin). Though there is not regulation of monetary means, there is regulation in regard to the refugees that enter into Austin. Regulation is handled mainly by the UN and then Austin government, which is then relayed to MCRC. Promotional activity is handled by raising awareness through social media, grassroots outreach, coalitions, campaigns, donation dinners, and various charity events. Having these programs allows MCRC to reach a variety of audiences and show its industries goals, values, and views. Through these programs, the industry is promoted in a positive light. Without clarity on what exactly MCRC is, supports, and does, it will not gain the donations and positive image it needs to stay afloat, as well as stand out amongst other non-profits that have similar causes. c) The Client The MRC was created by two Liberian refugees, Johnson Doe and Paul Tiah, and two American women, Meg Erskine and Sarah Stranahan and has been around for about four years. The MRC became an official non-profit in May 2009. The idea of the MRC was to give refugees a place to feel safe and to make that difficult transformation from home to Austin. Refugees find the MRC by the internet or they are recommended by other Refugee centers. The MRC has eight different programs that are broken up into two groups. The first group is community development. It is in these programs where the refugees can start to feel a connection to their new place of living. In this group the organization offers soccer, gardening, youth/children and sewing. Youth/Children specifically helps the children to adapt to school and to understand the change that is taking place in their life. The children are encouraged to play soccer so they can feel at home. Soccer and gardening are very

important because these are things the refugee did in their homeland. It helps them feel connected to each other and to not feel as if they are in such a foreign place. When a game of soccer is taking place the rule is that you can only speak English. This is because they want everyone to learn the language and to not become friends with people just because they speak the same language. This forces the refugees to bond with each other and to learn the language. The second group, Pathways to Self-Sufficiency, offers computer literacy, reading companion, job/career planning and adult basic education. These programs are necessary for the refugee to be able to depend on himself or herself. After a refugee has been in America for 6 months his/her government funding is cut off and they are forced to find a job so they are able to care for their families. In the Pathways to Self-Sufficiency group the refugees are able to learn the basic skills they need to have a job in Austin. This is very important because if not after that 6 months it is very difficult for a refugee to find a job without the basic training. In 2011 the MRC served over 400 refugees from 14 different countries with a budget of $50,000, which is one $125 a refugee, and no paid staff. The MRC is serving a large amount of refugees with a very small budget. With the number of refugees growing each year the number of people in need grows at the MRC. Right now the MRC is not making any profit. The donations they receive go into the programs and building the new MRC home. The MRC wants to acquire a new home so that there is one location where the refugees can go to feel that they belong. The new home will have rooms for classes and also a soccer field. This way the refugees will not have to travel to different locations to attend class or play soccer, they can go home to do all of this. This is why donation increase is so important for the MRC. Refugees are directed to the MRC frequently when they are in need of finding their place in society. The MRC is a well-known non-profit among the necessary community and have many people in need and many people willing to reference them. The problem is the MRC does not have the funds to support all of these people. The donations are not pouring in because people have yet to identify the difference between a refugee and an immigrant. Once people are able to identify the difference donations would increase and the MRC would be able to support their demand for help. d) The Product, Service, or Issue MCRC does a great job in regard to its product, service, issue, development, quality, and reputation. Though MCRC does not sell products per say, its product is more like MCRC as a whole and promoting itself to the public. This product promotion is made possible by presenting all of the positive work done by MCRC, as well as the benefits that its members gain and then promoting those benefits to the public. Moreover,

the many life-changing and life improving outcomes of the organization, which are shown through those that call MCRC home are talked about and written about, which shed a positive light on MCRC. Those that are a part of MCRC reflect positive, selfstarting, responsible, hard-working characteristics, and therefore exemplify the product (MCRC). The services MCRC provides to its members are divided into three categories and within these categories are sub categories. These categories include: Pathways to self-sufficiency, Community Development, Children; within these categories are programs such as, language acquisition, computer literacy training, adult basic education, career development, gardening, sewing, and soccer. Through each of these programs and activities, those that are a part of MCRC benefit greatly and gain knew knowledge that can be used in everyday life. MCRC deals with many different issues, i.e. the latest issue was in regard to their new community center, which they were not granted access to due to an unforeseeable issue dating back to 1982 when the building was built. This issue is just one of the many problems MCRC faces. Like previously stated, MCRC is a non-profit organization, and therefore, donations and funding are always issues. Other issues deal with the refugees and ensuring their well-being and emersion into American culture and lifestyle. Quality and development go hand in hand. MCRC strives to ensure that its members receive advice, learning, and conversation from well-rounded staff and board members. With quality members, staff, and board directors, external quality will come about as well. Development follows after quality and allows for positive developments to be released. These developments include computer technology and innovation. e) Promotions The MRC has made flyers in the past to pass out to spread awareness of the organization and refugees. Meg has made it clear that she would like to improve the flyers for future use. The Austin American Statesmen ran a story on the mens soccer team for the MRC, this raised awareness on the organization in Austin. The MRC also uses Facebook and Instagram so the local community receives instant updates on what the MRC is doing. Once a month the MRC hosts a charity dinner, it is $45 a person, and it is hosted by a different refugee each time. The dinner is advertised on their social media websites and is included in their monthly newsletter. The food served is the traditional food served in the country from refugee hosting the dinner. This is one of the ways the MRC receives donations and a way for members to learn more about the refugees who turn to the MRC for help. Last but not least the MRC sends out a newsletter to keep members in the loop of upcoming events and important information members

need to know. The promotions are the MRC are strong but with minor improvement could be very effective.

f) Market Share The MRC could receive a larger amount of donations if more people understood exactly what a refugee was and how the MRC was helping them. There is a high demand for the MRC services with the number of refugees increasing in the US each year. There are other organizations that are more popular in the area that help refugees but they do not offer the same programs. Caritas of Austin is a well-known organization in the area that helps refugees. The difference is Caritas provides housing and food. Also, the MRC only assists refugees with a legal status. There MRC is not the only non-profit in Austin seeking to help refugees but they are the only ones helping the refugees become capable of working and establishing a home in Austin. MRC is not the only assistance in the Austin area, there are other Refugee Resettlement Agencies such as, Caritas and Refugee Services of Texas, Interfaith Action of Central Texas, Centers for Survivors of Torture, Furaha House. These groups including MRC all make up the developing Austin Refugee Roundtable that meets together throughout the year for collaborative efforts. They also partner with Skillpoint Alliance and regularly refer refugees to them and to ACC. Each organization provides different assistance for refugees, which is why they are all equally important.

g) Competition MCRC has much competition especially in a city like Austin, which is home to many non-profit organizations similar to MCRC. Meg Erskin provides a list of other non-profits in Austin: Refugee Resettlement Agencies: Caritas and Refugee Services of Texas, Interfaith Action of Central Texas, Centers for Survivors of Torture, Furaha House. These groups including MRC all make up the developing Austin Refugee Roundtable that meets together throughout the year for collaborative efforts. Links to all of these are located on our website under local refugee agencies. We also partner with folks like Skillpoint Alliance and regularly refer folks to them and to ACC. The competition is friendly however; one of MCRCs main goals is to stay on the radar with its work and efforts, as well as trying to gain some sort of media coverage. MCRC is not the only non-profit that thinks in that regard, which leads to healthy competition.

In relation to competition is the target market. Erskin sheds light on the target market or target audience: I think we could use some help continuing to further define who our target audience should best be. Since we have so many different programs it could appeal to many different folks (soccer, gardening, sewing, education, children etc). Seems like each of these would have it's own audience as well as the organization as a whole which tends to be Peace Corps or other international folks who love to travel etc., faith communities and just now starting to connect more with the international student groups at each university (Erskin). Because MCRC has such a wide range of audiences, it is difficult to promote the image and work in one certain way. Therefore each audience needs to be addressed in order to gain the support and donations needed to upkeep MCRC. Though MCRC has a vast audience, one thing that is for certain is the care and giving attitude the audience has for this organization. h) Resources MCRC has been welcomed in the Austin community with open arms; however there are some individuals who view MCRC as just a place to get a handout. When in actuality, MCRC is the opposite of a handout. Members of MCRC are trained in different trades, are taught English, learn computer technology, attend schools, and are employed. Although all of this is fact, there are still those who view MCRC as a haven for illegal refugees and immigrants. Because of this, MCRC has asked for help getting an image and idea out into the public arena. With a positive image and its works and efforts promoted, MCRC can counteract negative public attitudes and opinion of the organization. MCRC has a few resources available to them such its community center, soccer field, garden, donations, and media coverage. These physical facilities are a necessity to MCRC and its survival. i) SWOT Analysis Strengths: Active ambitious leaders and volunteers Quality of services to help integrate refugees into American culture 11 donors Good use of social media to create awareness Partnership with Skillpoint Alliance Assistance to refugees who have already obtained legal status

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Weaknesses: Limited budget

Opportunities: Increase awareness to monthly charity dinners Create an understanding of what a refugee is MRC is located in an active and involved city Network and build relationships within the Austin community

Threats Unstable economy Battle the negative connotations that coincide with a refugee

j. Profile of Potential Publics o Current Volunteers: Multicultural Refugee Coalitions has a main staff of ten and they are all volunteers. The organization is currently still raising money to hire a permanent staff. The MRC is currently not recruiting volunteers due to the fact that it is transitioning spaces and just rely on the ones they already have. Right now the MRC has students, Returned Peace Corps Volunteers, retired folks, professors and university staff, LMSW professionals and more serving as volunteers. Also, they have recruited volunteers from faith communities, Peace Corps, Volunteer Match, university interns etc. These individuals are typically optimistic, who have a passion for people coming and trying to settle in the United States. Some have previous experience with refugees and how the system works, while others have strong teaching skills that they are able to use to help build working skills for the refugees. They value helping people not native to this country, community service, helping build working skills and a positive outlook. Current Relationship: Volunteers at Multicultural Refugee Coalition are to essential the purpose and mission of the Non-Profit organization. The MRC loves working with and depends on dedicated volunteers to make our programs run. They provide support and guidance to the refugees and take part in various activities with the MRC community. The organization is open to the volunteers interests and that can range anywhere from event planning, teaching, if you enjoy sewing, gardening, playing soccer, career developer, ect.

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Influential: Families, peers and community Interests: Gaining volunteer experience from a different cultural aspect, assisting those in need, giving back to the community in order to build a more diverse community o Refugees: According to U.S. Citizenship and Immigration Services refugees are persons living outside their country of origin who cannot return to their homes due to fear of persecution based on their race, religion, or membership in a particular social/political group. Approximately 70,000 refugees are settled to the United States each year. Texas receives approximately 4,500 refugees per year and is one of the top states for refugee resettlement in the United States. These refugees generally resettle in one of eight Texas communities: Amarillo, Austin, Abilene, Dallas, Fort Worth, Houston, San Antonio and El Paso. Current Relationship: Good. Aware refugees that come to Austin take advantage of all that MRC has to offer. The refugees are able to build relationships with other refugees and encourage one another. Through the organization they learn various skills to help them assimilate into the Austin community. Also, they are able to find jobs and apply through the resources MRC provides. Aware refugees may act as an intervening public in reaching their peers to increase awareness. Influentials: Peers, local government agencies that help the refugees come to Austin, locals they come in contact with that know about various non-profits Austin has to offer Self-Interest: To become part of a community they can relate to, build skills they need to live here, seeking job opportunities o Local Community The local community is a vital public for the Multicultural Refugee Coalition. The feeling that the local community has towards your particular non-profit is important to be able to continue to receive support and gain additional volunteers and donors from the local community. According to the U.S. Census Bureau, as of July 2012, Austin has just above 800,000 residents. As a whole, the people that reside in Austin feel that volunteering is an important aspect of your daily life. A struggle for the Austin community is becoming regular donors and not just volunteers. As of right now, the MRC is in need of donors and not necessarily volunteers. The relationship that the MRC has with the local community is very important to maintain in order to continue and improve the success of the MRC in Austin.

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Current Relationship: Can be improved upon. Most of the local community are still confused about what exactly a refugee is, and how they differ from immigrants. The need is for donors, while most of the community would be more willing to volunteer. Influentials: Peers, family, what others in their community are doing Self-Interest: Gaining volunteer experience from a different cultural aspect, assisting those in need, giving back to the community in order to build a more diverse community, they want their community to become stronger and better while providing opportunities for various underprivileged individuals.

o College Students: Austin is a city filled with college students and has five colleges in the area that make up this huge part of the population. University of Texas: with over 46,000 students, St. Edwards University: a little over 6,000 students, Concordia University: has around 2700 students, Huston Tillotson University: just around 1,000 students, and Austin Community college. These individuals typically fall within the age range of 18-24. There are currently over 60,000 students within the Austin population of 790,390 people (according to the U.S. Census report of 2010). College students typically become more aware of various issues people are facing and of people who are in need when attending college. Especially living in a city such as Austin that is very community oriented and always offering different volunteer opportunities for residents. College students value social justice, community service, education and helping the underprivileged. Austin college students usually become involved with an organization to help other individuals grow and educate various people. If Austin college students, specifically groups dedicated to these issues within the colleges, were made more aware of what Multicultural Refugee Coalition they would participate in helping the non-profit. Current Relationship: Poor. Though different clubs at Universities would be interested, most college students are unaware of refugees and what it even means to be a refugee. Influentials: Peers, professors, families, school clubs, family Self-Interest: Global aspect, community service, helps to educate o Non-Profits

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Non-profits are huge part of the Austin community and involvement with these organizations is very typical of residents. In Austin there are various types of non-profits, including environmental and animal groups, assisting immigrants organizations, educational and political groups ect. Members of the non-profit organizations are usually motivated individuals that want to help the cause and make a positive impact on the community. Non-profits are not competitive in comparison to for profit organizations, because their primary purpose is to gain community support. As of right now there are a whopping 2,074,527 non-profit organizations listed in the United States and this number is continually growing. As for Travis County there are 8,825 non-profits located here (Tax Exempt World website). The MRC is one of the non-profits part of the Refugee Resettlement Agencies. These other organizations involved are Caritas and Refugee Services of Texas, Interfaith Action of Central Texas, Centers for Survivors of Torture, Furaha House. These groups including MRC all make up the developing Austin Refugee Roundtable that meets together throughout the year for collaborative efforts. The MRC also partner with organizations such as Skillpoint Alliance and regularly refer people to them and to ACC. Current Relationship: Great among the MRCs current network of no- profits they are affiliated with. MRC works with quite a few other non- profits organizations with a similar purpose and values. Influentials: Other non-profit organizations, community Self-Interest: Build a network with other non-profits, help more refugees

o Current Donors The Multicultural Refugee Coalition has eleven companies, clubs and groups listed as their sponsors. The companies/businesses include Whole Foods, IBM, 3M, Clay Pit, Target and as for clubs there is the North Austin Lions Club, Lone Star Soccer Club. Also, churchs such as Central Presbyterian Church, and Westlake Hills Presbyterian Church and organizations such as Austinvolved, and Bread for the Journey International have all sponsored the MRC. Most donors come from specific fundraising drives that the organization puts on. To date they have over 600 people on the e-newsletter list and almost as many on the Facebook page. They promote any fundraising drives on these regularly.

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Current Relationship: Positive relationship with the donors. They appreciate the efforts of the MRC and feel as though it is helping build the community and opportunities for those joining the Austin community. Influentials: Their publics, community, peers, their employees Self-Interests: They want their community to become stronger and better while providing opportunities for various underprivileged individuals. They care about providing resources and support skill building for new members of the community as well. 2. Situation Analysis: The Multicultural Refugee Coalition of Austins goal is to increase awaren ess of the issues and challenges that refugees face every day in American and to gain assistance through donors and volunteers. Viewing all the research, understanding, and examining the challenges that the MRC faces enabled us to come to the conclusion that the biggest weakness holding MRC back from obtaining their goal, is the fact that refugees are placed in a category that in Texas, at least, doesnt have the best connotation. Increasing the awareness of what a refugee is will assist the MRC in achieving their goal as well as giving the MRC the opportunity to expand the number of refugees they can help and programs they can create. A lack of resources and a small budget has kept the MRC from being able to address their problem in correcting the negative connotations. The task posed by this barrier can be overcome in several different ways. Allocating existing funds to address the MRCs core problem, unawareness of what a refugee is, would be beneficial in helping to achieve and maintain their goal of more awareness of the issue along with more donors.

3. Core Problem/ Opportunity: The Multicultural Refugee Coalition of Austin is a non-profit organization that needs the help of donations, but has lack of donors because of the negative connotations and lack of knowledge of what a refugee is. 4. Goals and Objectives The Multicultural Refugee Coalition of Austin is a non-profit organization that needs the help of donations, but has lack of donors because of the negative connotations and lack of knowledge of what a refugee is. The focus of this public relations campaign will be

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address the core problem and increase the awareness of what a refugee is and how it differs from an immigrant. Goal Change perception of the Austin communities view on what a refugee really is. Objectives 1. 2. 3. 4. 5. 6. Increase total donation from $10,300 to $75,000 by October 2013 Increase from 11 corporate donors to 15 by October 2013 Have 10 refugees indicate they feel the community has improved behavior towards them Increase engagement on social media platforms by 12% by October 2013 Increased attendance at Multicultural dinner from 45 to 60 by October 2013 Have five different media stories reported on the MRC in the local media by October 2013

Increase total donation from $10,300 to $75,000 by October 2013 Current Donors See page 13 Primary Message: Because company is recognized then it will be known for its goodwill within the community, visible effort will be key to its success. Secondary Message: To raise $75,000 in the next year will require larger than average donations ($25-$55 for the monthly dinner tickets) from generous members of the local Austin community. The

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MRC will not be able to raise $75,000 in the next year without larger donations than $55. We will need to enlist the support of those able to give larger donations in the range of $500 to $1000. To accomplish this, we will want to receive donations from major donors of $1000 or more. The corporate sponsors are the ones who are able to give that kind of donation and are companys that care about helping the local community. Sponsors similar to the current 12 sponsors would be the type of companys to ask. These potential sponsors will respond best to letting them know they the company name will be featured on the website. Also, you are more likely to get a positive response if you mention the current sponsors.

Primary Message: In order to take advantage of this phenomenal opportunity to help out such a deserving non-profit, we need your company to donate $1000 or more. Secondary Message:

Companies need to be involved in the local community, which means sponsoring local non-profits. The Austin community is more willing to shop or spend money at a certain company if they have a reputation for donating to local non-profits. $1000 or more, is the amount that would be truly acknowledged by the public as helping out a small non-profit. Donating items/merchandise is another way to really give to the organization and still be recognized by current or potential customers. Accepting uniforms for the soccer team from a sportswear company or sewing tools from another company are ways for them to have their name directly associated with helping the non-profit. The potential sponsors will respond best actually seeing their product featured at your non-profit or even displayed on the back of volunteer shirts/somewhere in the facilities itself. This physical display of their name will encourage them because they will actually be able to visually see the company being represented and directly related to aiding the MRC.

Strategy: Increase donations from current donors Tactic1: Host a fundraising event inviting only corporate donors with a minimum of $500 donations Tactic1A: write up a script for phone calls and placing emails Tactic1B: write a template for invitations. Tactic2: Host a fundraising event where the corporate donors sponsor the event or donate items to be auctioned off Tactic2A: write a template for invitations This event wont be asking potential donors for money but for items to be auction off at a silent auction event where the local community is invited. Increase from 11 corporate donors to 15 by October 2013

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Current Donors See page 13 Primary Message: Because company is recognized then it will be known for its goodwill within the community, visible effort will be key to its success. Secondary Message: To raise $75,000 in the next year will require larger than average donations ($25-$55 for the monthly dinner tickets) from generous members of the local Austin community. The MRC will not be able to raise $75,000 in the next year without larger donations than $55. We will need to enlist the support of those able to give larger donations in the range of $500 to $1000. To accomplish this, we will want to receive donations from major donors of $1000 or more. The corporate sponsors are the ones who are able to give that kind of donation and are companys that care about helping the local community. Sponsors similar to the current 12 sponsors would be the type of companys to ask. These potential sponsors will respond best to letting them know they the company name will be featured on the website. Also, you are more likely to get a positive response if you mention the current sponsors.

Primary Message: In order to take advantage of this phenomenal opportunity to help out such a deserving non-profit, we need your company to donate $1000 or more.

Secondary Message:

Companies need to be involved in the local community, which means sponsoring local non-profits. The Austin community is more willing to shop or spend money at a certain company if they have a reputation for donating to local non-profits. $1000 or more, is the amount that would be truly acknowledged by the public as helping out a small non-profit. Donating items/merchandise is another way to really give to the organization and still be recognized by current or potential customers. Accepting uniforms for the soccer team from a sportswear company or sewing tools from another company are ways for them to have their name directly associated with helping the non-profit. The potential sponsors will respond best actually seeing their product featured at your non-profit or even displayed on the back of volunteer shirts/somewhere in the facilities

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itself. This physical display of their name will encourage them because they will actually be able to visually see the company being represented and directly related to aiding the MRC. Strategy: Make donors feel appreciated Tactic1: incorporate donors name into new home being built Tactic1a: place name on bricks at the entrance of the new home Have 10 refugees indicate they feel the community has improved behavior towards them Refugees See Page 11 Primary Message: Refugees are able to gain self-sufficiency through the programs offered. Secondary Messages:

The refugees arriving to the Austin area do not know the city and need assistance assimilating into the workforce and local culture as well. They can take part in the various programs offered by the MRC. Those that take part in the programs will gain experience and different skill sets that will help their life in Austin be easier and also potentially earn a job. Texas receives approximately 4,500 refugees per year and is one of the top states for refugee resettlement in the United States.

Primary Message: Refugees are an important part of the Austin community and need to be supported through this difficult process of relocating to an entirely new country, city and culture.

Secondary Messages:

Refugees are able to come to the MRC and be supported by the staff and volunteers. They will meet other refugees and build community with them while making connections and building there network. This will allow them to encourage each other through this process and build the organization. There are refugees from Latin America, Africa and Asia that are part of the MRC. This network let's other refugees know that this is a safe and beneficial place for them to go and grow. For example, Amanin Euclide's story from Democratic Republic of the Congo. In 2005 Amani met other Congolese refugees and went with them to visit a refugee camp in Uganda. There he signed up through the United Nations High Commissioner for

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Refugees to move to the United States. As with most refugees, it took several years for his case to be reviewed. While waiting, Amani returned to the streets. I could provide for myself much better out on the streets than I could in the refugee camp, he said. He was finally granted approval in 2009 and was relocated to Austin, Texas where he began working in a warehouse. At the warehouse, he met another refugee who had a friend back in Uganda. Amazingly, this friend knew a man from Amanis village. Amani was able to call him and track down his brother, whom he hadnt spoken to since 2003. Amani was relieved to learn that his family was still alive and living Kivu, and has supported them since then. He says that living in the US is complicated, but he is determined to stay off the streets and now lives in his own apartment. His strong will and determination will hopefully help him fulfill his dream of one day owning a business in America. Strategy: Improve local communities behavior towards refugees Tactic1: Increase social media presence and interaction with local community Tactic1a: Host a tutorial on how to use social media effectively Tactic2: Pass out brochures to the local community educating them about refugees Tactic 2a: Create brochures Increase engagement on social media platforms by 12% by October 2013 Current Volunteers See page 10 Strategy: increase amount of social media presence Tactic1: increase daily tweets and interactions on Twitter Tactic1a: host a tutoring session on how to interact on Twitter Tactic2: Post on the Blog daily about what is happening at the MRC Tactic2a: host a tutoring session on how to Blog effectively Tactic3: Post more on Facebook and interact with local community Increased attendance at Multicultural dinner from 45 to 60 by October 2013 Current Donors See page 10 Primary Message: Because you will be personally recognized then it will be known for your goodwill within the community, visible effort will be key to its success. Secondary Message:

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To raise $75,000 in the next year will require larger than average donations ($25-$55 for the monthly dinner tickets) from generous members of the local Austin community. The MRC will not be able to raise $75,000 in the next year without larger donations than $55. We will need to enlist the support of those able to give larger donations in the range of $500 to $1000. To accomplish this, we will want to receive donations from major individual donors of $100 or more. The individual donors are the people to turn to for larger than the average donations. They have a personal attachment to the MRC and care about helping the local community. Members of the society that are similar to the current donors and have similar interest will be the type of people you would want to ask. These potential donors will respond best to letting them know they will be personally recognized by the MRC. Also, you are more likely to get a positive response if you mention the current donors that are already giving.

Primary Message: Companies need to be involved in the local community, which means sponsoring local non-profits. Secondary Message:

The Austin community is very supportive of local non-profits that they truly care about. $500 or more, is the amount that would be good to personally recognize an individual donor for giving. Also, you can ask for individual donors to donate items that are needed for the facilities. Such as materials for the refugees that might include sewing machines, sporting goods, or can even personally sponsor a refugee. The potential donors will respond best by actually being personally recognized.

Current Students See page 11 Primary Message: Take part in such a helping community and assist refugees that are new to the area. Secondary Messages:

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There are currently over 60,000 college students within the Austin population of 790,390 people (according to the U.S. Census report of 2010). Living in a city such as Austin that is very community oriented and always offering different volunteer opportunities for residents. College students value social justice, community service, education and helping the underprivileged. College students typically become more aware of various issues people are facing and of people who are in need when attending college.

Primary Message: Help in any way you are able to, whether that is with your finances or time. Secondary Messages:

Austin college students usually become involved with an organization to help other individuals grow and educate various people. Show them how they will be changing the lives of refugees and how they can assist them with getting involved in the various programs the MRC officers whether financially/or volunteering. For example, Katherine (Katie Jack) Floyd is currently in college and volunteers at the MRC. Katie was born and raised in Austin, Texas. Currently studying Latin American Studies and Plan II at the University of Texas, her interest in cultures and working with refugees began with mission work, primarily in Guatemala and Mexico, with Shepherd of the Hills Presbyterian Church. Katie works with MRC in planning, coordinating, and maintaining community garden plots with several refugees. Working together weekly offers the opportunity for developing meaningful communication skills, especially in the English language. She appreciates learning different techniques and skills from members, as well as helping others adapt to the environment of Central Texas.

Strategy: Increase attendance at Multicultural dinner Tactic1: Blog about MRC dinner Tactic2: Send evites to local community Tactic2a: create evites Tactic3: post about the event on social media sites Tactic3a: post about the dinner on Facebook, Twitter and Blog sites Have five different media stories reported on the MRC in the local media by October 2013 Strategy: Increase MRC presence in the local media Tactic1: Create a press kit Tactic 1a: put together each component of the Press Kit Tactic2: Create a media list Tactic 2a: Make media contacts in Austin Evaluation Criteria and Tools

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Increased total donation from $10,300 to $75,000 by October 2013 Tools: Donation calculator on MRC website Increased from 11 corporate donors to 15 by October 2013 Tools: Track increased donations and corporate donor participation Had 10 refugees indicate they feel the community has improved behavior towards them Tools: Hand out a survey before the PR plan begins and after where refugees indicate an improvement in behavior Increased engagement on social media platforms by 12% by October 2013 Tools: Use website trackers such as twitalyzer list of what we will track. Where started and ended Increased attendance at Multicultural dinner from 45 to 60 by October 2013 Tools: count attendance at the dinners (ticket sales) Had five different media stories reported on the MRC in the local media by October 2013 Tools: Tracking local media outlets Google alert

Works Cited

"Economy in Austin, Texas." Economy in Austin, Texas. N.p., n.d. Web. 24 Oct. 2012. Freemantle, Tony. "Texas Leads Nation in Refugee Resettlement." Houston Chronicle. N.p., 10 June 2012. Web. 24 Oct. 2012. Goodman, Meg. "Interview With Meg." E-mail interview. 26 Sept. 2012.

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"MRC Austin." MRC Austin. N.p., n.d. Web. 23 Sept. 2012. "NonProfit Finance Fund." NonProfit Fianace Fund. Bank Of America, 2011. Web. 20 Sept. 2012. "The Nonprofit Research Collaborative." Guidestar. N.p., Nov. 2010. Web. 23 Sept. 2012. "The Refugee Act." Office Of Refugee Resettlement. N.p., n.d. Web. 24 Oct. 2012. "Refugees." UNHCR -. N.p., n.d. Web. 23 Sept. 2012. "Texas House Bill 12 Passes." KVEO News Center 23. N.p., May 2011. Web. 24 Oct. 2012. "Texas to Pass Tougher Immigration Laws | Homeland Security News Wire." Texas to Pass Tougher Immigration Laws | Homeland Security News Wire. N.p., Mar. 2011. Web. 24 Oct. 2012.