Documente Academic
Documente Profesional
Documente Cultură
Table of Contents
Organization History & Background…………………………………………………………. 3
PEST Analysis…………………………………………………………………………………… 5
SWOT Analysis…………………………………………………………………………………. 9
Evaluation…………………………………………………………….………………………...26
2
Situation Analysis
Organization History and Background
Lane County is the fourth most populated county in the state of Oregon, with 362,895
people living in the county. The three largest cities in the county are, in descending
order: Eugene, Springfield and Cottage Grove. The median age for residents of Lane
County is 39 and the median income is $47,000. The median income for residents
increases to as much as $91,000 in areas like the South Hills of Eugene.1
United Way of Lane County (UWLC) has been a part of the Lane County community
since 1946 when it was founded by Alton F. Baker. UWLC is an in-between nonprofit
that pulls individuals together federally and locally by providing the backbone support
to bigger issues while supporting local organizations. The nonprofit organization
describes itself as an organization that is “creating opportunity for a better life for all.”2
1
Lane County, OR. (n.d.). Retrieved November 2, 2017, from
https://datausa.io/profile/geo/lane-county-or/
2
Sloan, T. (20 October 2017). United Way of Lane County J453 Presentation. Lecture presented at Visit
from UWLC in University of Oregon, Eugene.
3
UWLC focuses its mission on three priorities: education, income and health. Supporting
56 vital programs across Lane County, UWLC aligns resources among its key priorities.
One of UWLC’s biggest challenges is explaining why an individual should donate to
UWLC rather than donate directly to the designated organization. UWLC has grown
and shifted to best respond to the changing needs of the Lane County community and
its partners. UWLC knows what and where the needs are most relevant and provide a
greater impact. However, the general public does not recognize this advantage and
many decide to donate without considering UWLC.
UWLC is in the midst of a rebranding process. In order to strengthen its strategic
communications, UWLC conducted primary research using a survey distributed to key
publics. As a result, the nonprofit discovered essential branding and messaging
recommendations; specifically, the necessity to reach out to younger demographics.
UWLC needs to also pay attention to the current relationships it holds, especially its
elderly donors, who make up 21% of UWLC’s donations.3 UWLC needs a public
relations plan because it needs to increase involvement from all age groups.
3
Sloan, T. (10 November 2017). United Way of Lane County J453 Word Document. Made available to
students from UWLC in University of Oregon, Eugene.
4
PEST
Political Economical
● Unknown availability of ● Lane County:5
Community Services Block Grant ○ 1.3% growth in number of
(CSBG) employees in Lane County
● Revision of Every Student ○ 9.8% growth in property
Succeeds Act of 2015 (ESSA) value
means more funding for programs ○ The median household
like UWLC4 income in Lane county is
● Threat of repeal of the Patient $47,318
Protection and Affordable Care ● UWLC funds 56 community
Act investment programs
● Limited availability of Cover All ● 46% of UWLC programs are
Kids Act (SB 558) funded specifically by grants
● House Bill 2391 (Provides $550 ● Oregon pays out $85 million in
million in funding to Medicaid in marijuana taxes to fund schools,
Oregon) cops and other services6
Social Technological
● Millennials lean toward online and ● New technologies make more
social giving7 opportunities for people to donate
● The holidays are an important time opening up the door to get a new
for giving so UWLC should have a and younger demographic
strategic PR plan to figure out how involved10
to maximize holiday giving ● Google ranks sites that aren’t
● Millennials spend 44% of food optimized for mobile lower than
dollars on eating out8 those that are11
4
Every Student Succeeds Act (n.d). Retrieved December 4, 2017 from https://www.ed.gov/essa?src=rn
5
Data, Eugene, Oregon (n.d). Retrieved December 4, 2017 from
https://datausa.io/profile/geo/lane-county-or/
6
Oregon pays out $85 million in pot taxes to school fund, cops , other services. (6 October 2017).
Retrieved November 13, 2017, from
http://www.oregonlive.com/marijuana/index.ssf/2017/10/oregon_pays_out_85_million_in_1.html
7
Funds, B. D. (2017, May 29). How Millennials Have Blown Up Traditional Charitable Giving. Retrieved
November 28, 2017, from
https://www.thebalance.com/how-millennials-have-changed-charitable-giving-2501900
8
Talty, A. (2017, May 16). New Study Finds Millennials Spend 44 Percent Of Food Dollars On Eating
Out. Retrieved November 28, 2017, from
https://www.forbes.com/sites/alexandratalty/2016/10/17/millennials-spend-44-percent-of-food-dollars-o
n-eating-out-says-food-institute/#7678c8a03ff6
5
● 85% of people 65+ watch the
news often and 72% of people
50-64 watch the news often9
Political
● In uncertain political climates and especially with new changes with elections
and legislation, the amount of funding nonprofits like UWLC receives could
change. This change could be positive or negative.
● With the implementation of ESSA in 2015 (a revision of the previous No Child
Left Behind legislation), there is additional funding available to organizations like
UWLC to facilitate better education practices and support systems.
● Current government administration is attempting to repeal the ACA, which will
dramatically impact the healthcare and insurance fields. As a result, many low
income families may no longer have access to affordable health care.
● In June, Oregon passed House Bill 2391 to fund Medicaid $550 million to avoid
Medicaid cuts that would have affected lower-income recipients by pushing
more than 300,000 individuals off the service.12
Economical
● The Oregon Department of Revenue has announced that it will pay out $85
million in marijuana tax revenue to fund schools, police forces and other services
like United Way of Lane County.13 This will significantly impact UWLC and relieve
some financial burden.
10
Slawson, N. (23 June 2016). Digital donations are the future. Retrieved November 12, 2017, from
https://www.theguardian.com/guide-to-fundraising/2016/jun/23/digital-mobile-technology-fundraising-d
onations-future-charities
11
Slawson, N. (23 June 2016). Digital donations are the future. Retrieved November 12, 2017, from
https://www.theguardian.com/guide-to-fundraising/2016/jun/23/digital-mobile-technology-fundraising-d
onations-future-charities
9
Pathways to news. (7 July 2016). Retrieved November 10, 2017 from
http://www.journalism.org/2016/07/07/pathways-to-news/
12
Oregon House passes $550 million tax bill to fund Medicaid. ( 15 June 2017). Retrieved November 14,
2017 from http://www.oregonlive.com/politics/index.ssf/2017/06/oregon_house_passes_550_millio.html
13
Oregon pays out $85 million in pot taxes to school fund, cops , other services. (6 October 2017).
Retrieved November 13, 2017, from
http://www.oregonlive.com/marijuana/index.ssf/2017/10/oregon_pays_out_85_million_in_1.html
6
● In Lane county, there is a 19.4% poverty rate14, well above the national poverty
rate of 13.5%15. This indicates a high need for nonprofits like UWLC to assist
community aid programs to help relieve the burden of poverty.
● As of 2015, there has been a 1.3% increase in employment in Lane County and a
9.8% growth in property value, indicating a slowly recovering economy. The
median household income is $47,318.16
Social
● The nonprofit community refers to the last few months of the year as the Giving
Season due to the fact that people are often more willing to give during the
holidays. In a 2007 study, The Center on Philanthropy (COP) at Indiana
University found that their respondents reported giving about 24 percent of
their annual total between Thanksgiving and New Year’s Day.17
● Social giving strongly appeals to millennials and online giving is a vastly growing
resource. Online giving grew 7.9 percent in 2016 and accounted for 7.2 percent
of all fundraising in 2016.18
● Recent data shows that millennials spend 44% of their food dollars on eating
out.19 This is important because it highlights the social nature of millennials and
how they engage in communities.
Technological
● Over the last several years, there has been a revolution in the technology that
people use to give to their chosen organizations. Donors prefer routes that are
quick and easy. One avenue that has seen a large rise in recent years is
donations given through text messaging.20
14
Lane County, Oregon Data. (n/d.) Retrieved November 13, 2017 from
https://datausa.io/profile/geo/lane-county-or/
15
What is the current poverty rate in the united states? (13 September 2017). Retrieved November 13,
2017 from https://poverty.ucdavis.edu/faq/what-current-poverty-rate-united-states
16
Lane County, Oregon Data. (n/d.) Retrieved November 13, 2017 from
https://datausa.io/profile/geo/lane-county-or/
17
Charitable Giving in America: Some Facts and Figures. (n.d.). Retrieved November 12, 2017, from
http://nccs.urban.org/data-statistics/charitable-giving-america-some-facts-and-figures
18
Funds, B. D. (29 May 2017). How Millennials Have Blown Up Traditional Charitable Giving. Retrieved
November 12, 2017, from
https://www.thebalance.com/how-millennials-have-changed-charitable-giving-2501900
19
New study finds Millennials spend 44% of food dollars on eating out. (17 October 2016) Retrieved
November 14, 2017 from
https://www.forbes.com/sites/alexandratalty/2016/10/17/millennials-spend-44-percent-of-food-dollars-o
n-eating-out-says-food-institute/#16a273ac3ff6
20
Slawson, N. (23 June 2016). Digital donations are the future. Retrieved November 12, 2017, from
https://www.theguardian.com/guide-to-fundraising/2016/jun/23/digital-mobile-technology-fundraising-d
onations-future-charities
7
● An important aspect to drawing donors to an organization is how easy or
difficult it is to find your organization with a cursory search. When using Google
on mobile, Google prioritizes websites that have mobile optimization over those
that don’t.21
Make sure your site's ready for mobile-friendly Google search results - AdSense Help. (n.d.). Retrieved
21
Opportunities Threats
● Entirely untapped source of ● Federal budget changing; funding
money/volunteer hours: young could be cut
people ● Donors donating to organizations
● Partnering with other local, directly from a lack of
well-known entities understanding
● Rebranding process ● Other nonprofits providing more
● Strengthen current and start new transparency and clearer reasons
partnerships to get involved
● Alienating partners and donors
Strengths
● United Way of Lane County is a nonprofit organization that has a recognizable
and trusted name that supports 56 programs. The broad expertise and various
resources found within the community comes from its intermediary role of
working with bigger issues and smaller organizations that impact education,
income and health needs. One benefit for volunteers is the Volunteer of the
Year award and ceremony, which offers incentive for volunteers to volunteer
more and recognition to those who do.
Weaknesses
● UWLC’s largest weakness is its potential audience’s lack of understanding of why
an individual should donate to UWLC instead of donating to the national United
Way group. Additionally, the organization is limited by aging donors and needs
to bring in a younger donor base. The organization currently lacks successful
9
communication skills to connect with younger audiences. United Way of Lane
County’s website is not optimized for mobile phones which limits media
connection and community access.
Opportunities
● UWLC could partner with or receive endorsements from well-known
organizations, such as the YMCA, to strengthen its familiarity and awareness in
Lane County. UWLC’s rebranding process leads to new possibilities with
potential new donors, volunteers and advocates. The organization typically
communicates with older residents for donations, middle aged families for
advocates and young millennials for volunteer opportunities. UWLC has the
opportunity to share its ideals and values with millennials in order to instill
personal connections and lifelong supporters at a younger age, especially
during its current rebranding process. Because UWLC provides resources for
potential donors, volunteers and advocates, it has the capacity to develop new
partnerships with other local organizations.
● In the past, UWLC has led a Day of Caring event that includes over 9,000
volunteers. It’s currently making efforts to coordinate with external resources
such as the University of Oregon as to when it should best be offered to college
students. Other small opportunities such as assembling dental kits for children
and families was also offered to university students.
Threats
● UWLC competes with other individual nonprofit organizations within the Lane
County area that state their missions in clear, understandable ways. UWLC risks
potential connections, donations and volunteer hours due to a lack of
understanding from its target audience. Other local nonprofits also benefit from
sharing videos representing its mission and values in a clear, effective way. As
the liaison between partners and donors, UWLC unintentionally overlooks the
gap between their relationship.
10
Communications Audit
UWLC found that donors are most encouraged to donate because they see impact in
the community while volunteers feel encouraged to participate after seeing or hearing
about an event. Both stakeholder groups, however, said they were most inspired to
participate through workplace campaigns. This research allows for UWLC to better
understand where it should focus its communication efforts. UWLC also found that it is
falling short regarding communication with these groups. Several respondents said
they would like more communication from UWLC throughout the year instead of only
the time of year for the workplace campaign.
The website for UWLC is outdated and visually unappealing. The homepage offers little
information regarding what UWLC is as an organization and how it is helping the
community. An interested donor who would like to learn more about UWLC would
have to visit the “mission” or “what we do” tabs on the website. Finding information
on the site should be easier and available on the home page. The lack of easily
accessible information about the organization could deter someone from getting
involved.
UWLC sends out at least three direct mail solicitations each year. These go to donors
who already have a relationship with UWLC. UWLC also communicates with its
stakeholders through email communications. The organization sends out a monthly
email to the 2,318 contacts that have opted in and of those contacts 20% open the
email and 4% click through.
UWLC uses social media as a way of communicating with stakeholders. Its Instagram
account has 158 followers and posts infrequently; approximately every three weeks.
UWLC uses Instagram to share photos of volunteers working on projects and inform
the community about upcoming opportunities to get involved. It makes use of relevant
hashtags like #UnitedWayLane #LaneCountyCares and #DayOfService and it tags local
businesses as well.
Twitter is used more frequently and more effectively than Instagram. UWLC’s Twitter
shares similar content to its Instagram but also shares news articles that support its
three strategic priorities of education, income and health.
11
UWLC’s Facebook page receives more interaction than its Instagram. Based on these
numbers Facebook is the best platform for UWLC to reach stakeholders and share
relevant information. UWLC’s Facebook and Twitter follows a content marketing
strategy where it shares content through social media that does not explicitly promote
the organization but stimulates interest in its strategic priorities and the organizations it
supports.
12
Problem or Opportunity Statement
United Way of Lane County needs public relations efforts because it has an aging
donor base and needs to recruit a younger demographic of donors, volunteers and
advocates. Through our public relations plan, we hope to establish a strong connection
between college students and United Way as an organization in hopes of creating a
network of lifelong advocates. The stakeholders that they currently have are still a vital
demographic to focus on in order to maintain these community partnerships.
13
Profile of Key Publics
College Students
The University of Oregon is home to 23,634 students with the median age of enrolled
students being 21. According to the Bureau of Labor Statistics, an average college
student has 4 hours of leisure and free time on an average weekday. By comparison,
on an average weekday, a college student spends 3.5 hours on educational activities.22
On top of this, 4 out of 5 college students work part-time jobs while attending school.23
This indicates that most college students have relatively little free time, however
volunteering amongst college students has been on the rise in recent years.24 College
students are also twice as likely to volunteer as individuals of the same age who are not
enrolled in an institution of higher education.25 On top of this, students from the
University of Oregon come from wealthier families in comparison to all other higher
learning institutes in Lane County. The median family income of a student from
University of Oregon is $126,400, and 56% come from the top 20 percent.26 By
comparison, the median family income of a student from Lane Community College is
$52,500, and 12% come from the top 20 percent.27 This means that a secondary
advocacy base could be reached by establishing a connection with University of
Oregon students. If trust is built between UWLC and University of Oregon students,
this trust could extend to the parents of these students and they could be subsequently
inspired to donate, volunteer, or do both. College students would be an important key
audience for United Way of Lane County, and would provide a great resource for
volunteers, small individual donations, and even donations from parents.
Meet Samantha
Age: 21
22
Charts by Topic: Students. (n.d.). Retrieved November 28, 2017, from
https://www.bls.gov/tus/charts/students.htm
23
Kingkade, T. (2013, August 07). Most College Students Work Part-Time Jobs, But Few Pay Their Way
Through School: Poll. Retrieved November 28, 2017, from
https://www.huffingtonpost.com/2013/08/07/college-students-jobs_n_3720688.html
24
Dote, L., Cramer, K., Dietz, N., & Grimm, R. (2006). College Students Helping America. Corporation for
National & Community Service. doi:10.1037/e404532008-001
25
Dote, L., Cramer, K., Dietz, N., & Grimm, R. (2006). College Students Helping America. Corporation for
National & Community Service. doi:10.1037/e404532008-001
26
Economic diversity and student outcomes at University of Oregon. (2017, January 18). Retrieved
December 03, 2017, from
https://www.nytimes.com/interactive/projects/college-mobility/university-of-oregon
27
Economic diversity and student outcomes at Lane C.C. (2017, January 18). Retrieved December 03,
2017, from https://www.nytimes.com/interactive/projects/college-mobility/lane-community-college
14
Occupation: Student
Family: Lives with two roommates
Location: Eugene, Oregon
Samantha is a junior at the University of Oregon with a busy schedule. Samantha
balances 15 credits and an internship with a local nonprofit agency. As a major in
Economic Studies, her community and the environment are very important to her.
Lifestyle
Samantha and most of the people she knows identify as Connected Bohemians.
Connected Bohemians are “a collection of mobile urbanites [that] represent the
nation's most liberal lifestyles. Its residents are a progressive mix of tech savvy, young
singles, couples, and families ranging from students to professionals. In their funky row
houses and apartments, Bohemian Mixers are the early adopters who are quick to
check out the latest movie, nightclub, laptop, and microbrew.”28 Additionally,
Samantha attends classes on campus four days a week and works at her internship
between five and 10 hours each week. On the weekends she typically hangs out at
home and uses streaming services like Netflix and Hulu. On some weekends she goes
out to bars with her friends. She shares a house near campus with two other female
roommates of the same age.
28
Segment Details. (n.d.). Retrieved November 12, 2017, from
https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=30&menuOption=segment
details&pageName=Segment%DEtails
15
● Samantha knows that there are many social and environmental awareness and
advocacy groups in Eugene and would like to get involved in some way.
● She is unaware of United Way and what it does as an organization, but she
would likely volunteer if the opportunity arose.
● She expects a transparent nonprofit that would offer her the opportunity to
benefit her community.
Motivations
● Environment: One of Samantha’s main concerns is the environment, so
Samantha is excited by programs that she feels help the environment.
● Social Causes: Samantha is also concerned about social issues, especially
homelessness, education and hunger, so she would be interested in
volunteering for organizations (such as UWLC) that help with these issues.
● Resume Building: With graduation looming, Samantha is concerned with work
that helps her build her resume in meaningful ways. She is highly motivated to
volunteer for organizations that would help her receive field experience as well
as get a job after she graduates.
Preferred Channels
● Internet & Social Media: Samantha spends a portion of her free time on the
internet via either her laptop or iPhone. Most of her news sources are reputable
articles shared on Facebook or Twitter (i.e., the New York Times, the Huffington
Post, and the Washington Post.) She typically checks her email on a daily basis.
○ Streaming Services: Samantha will occasionally watch traditional
television, but mostly prefers online streaming services like Netflix, Hulu
or Amazon. The primary time she views any ads is when she has to watch
them before she streams a video. The ads sometimes annoy her, but also
make her aware of certain services and products, and are especially
memorable if the ads are repetitive when she is steaming videos for a
long period of time.
○ Friend Involvement: Samantha likes to get involved with new programs
and meet new people, and frequently listens to recommendations made
by friends. She has an active social life and enjoys spending time with her
friends at home, out at restaurants or bars, studying together, or at club
meetings or campus events.
16
17
Retired Stakeholders
Approximately 85,894 residents aged 60+ years old live in Lane County.29 Retired
stakeholders is an important audience for United Way of Lane County because they
serve as its key donor public. The generation aged 50-70 years is known as “Baby
Boomers,” which roughly encapsulates 26 percent of the total U.S. population.30 The
highest level of education among Baby Boomers ranges between high school diploma
and some college.
Meet Ruth
Age: 65
Occupation: Retired
Family: Lives with 68 year old husband and has one daughter and three grandchildren
Location: Florence, Oregon
Ruth retired five years ago. Prior to retirement, Ruth was a Kindergarten teacher at
Siuslaw Elementary School for 35 years. Naturally, she is extremely passionate about
preparing children for future success. Ruth was born and raised in the Pacific Northwest
and lives along the coast of Florence. She enjoys attending church every Sunday,
taking care of her two cats and welcoming her daughter and grandchildren for monthly
visits. Now that she is retired, Ruth makes an effort to stay active in her local Rotary
Club and is curious about other opportunities to stay involved in the community. As a
loyal donor, Ruth donates $1,800 each year to UWLC to specifically support children’s
leadership development in the Boys and Girls Club of Western Lane County. Therefore,
Ruth generally knows where her donations directly help upstream solutions.
Lifestyle
Ruth’s generation is commonly referred to as “Baby Boomers.” They tend to be narrow
minded and stubborn, as 80 percent of Baby Boomers are dissatisfied with the overall
direction of the country.31 They’re finding it difficult to accept that the world is
becoming overly dependent on digital technology and less focused on personal
interaction. If anything, they use cell phones strictly for basic calling functions and not
as a primary mode of communication. Rather, they prefer traditional methods of
29
Lane County, Oregon Data. (n/d.) Retrieved November 13, 2017 from
https://datausa.io/profile/geo/lane-county-or/
30
Baby boomers approach 65- glumly. (10 November 2010). Retrieved on November 12, 2017 from
http://www.pewsocialtrends.org/2010/12/20/baby-boomers-approach-65-glumly/
31
Baby boomers approach 65- glumly. (10 November 2010). Retrieved on November 12, 2017 from
http://www.pewsocialtrends.org/2010/12/20/baby-boomers-approach-65-glumly/
18
communication such as direct mail, phone calls, media via newspapers or television,
door-knocking, etc.32
Motivations
● Family: Ruth’s family is her number one priority in life. Ruth financially assists her
daughter in the raising of her three grandchildren. Ruth inspires her
grandchildren on potential volunteer opportunities to fulfill their school
volunteer requirements. This family dynamic also establishes an ongoing UWLC
relationship at an early age.
● Health: As Ruth gets older, she is concerned about her overall health. Luckily,
she is not facing it alone with her supportive husband by her side, but she still
worries about the possibility of not receiving health care and guidance.
● Social Causes: Ruth is very concerned about the country’s future generations, so
she willingly donates a portion of her money to organizations that help
educational institutions, churches and local charities.
Preferred Channels
32
Baby boomers approach 65- glumly. (10 November 2010). Retrieved on November 12, 2017 from
http://www.pewsocialtrends.org/2010/12/20/baby-boomers-approach-65-glumly/
19
● Traditional Ads: Ruth reads and collects the newspaper on a daily basis. She
specifically identifies ads during the holiday season when all the sales begin.
○ Newsletter: As a loyal donor, Ruth regularly receives direct mail such as
fliers, newsletters and appeal letters from the UWLC. Then she posts
them on her fridge to remind her to donate and possibly get more
involved.
● Television and Media: Every night, Ruth and her husband watch the 6 o’clock
news. This is one of Ruth’s main areas of influence in terms of attitude and
behavior.
○ Radio Rebel: Ruth always has the radio constantly playing in the
background of her home. She tunes into classical country music stations
in order to listen to her favorite bands, stay up to date on local news and
take note of any nearby community events.33
33
Segment Details. (n.d.). Retrieved November 12, 2017, from
https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=37&id1=CLA.PZP&id2=58
20
Goal Statement
For United Way of Lane County to be easily recognized and understood as a good
investment of time and money for helping kids succeed in school and in life.
21
Objectives
College Students
Objective 1: To have an effect on action, specifically to create a UWLC University of
Oregon chapter by June 2019.
● Strategy 1: In order to accomplish this objective, we recommend a community
relations strategy focused on building initial interest in organizing a student
UWLC through existing student organizations. Students already engaged and
involved on campus would be more likely to share UWLC’s interest in solving
community problems.
○ Tactic 1: Build a targeted list of relevant student organizations (at least 25
groups) that include contact information and organization’s mission.
○ Tactic 2: Develop outreach material for student group.
■ Sub-tactic 1: Email “pitch,” simple brochure or flyer with
information, digital screen graphic (Allen Hall, EMU, Lillis Complex,
Lawrence Hall), slide deck.
○ Tactic 3: Reach out and schedule classroom presentations.
■ Sub-tactic 1: Present at classroom settings and student group club
meetings to draw interest from college students (i.e. PRSSA, Allen
Hall PR, Ad Society, Business Fraternity, Women in Business, etc.).
○ Tactic 4: Have an elected social media team within the UWLC Student
group that creates social media content that appeals to college students
in addition to other younger audiences.
[The following objectives should be completed after the implementation of Objective
1.]
Objective 2: To have an effect on action, specifically to get University of Oregon
students involved with UWLC through volunteering in the 2019 year.
22
● Strategy 1: In order to accomplish the objective, we recommend a community
relations strategy focused on implementing a University of Oregon Day of
Caring.
○ Tactic 1: Continue ASUO partnerships through the UWLC UO club
leaders to organize and promote the UO Day of Caring event on campus.
■ Sub-tactic 1: Create an email-blast template.
○ Tactic 2: Organize tabling opportunities at the EMU Atrium during
increased traffic hours between 11-3pm.
■ Sub-tactic 1: Provide a food and contest incentive.
■ Sub-tactic 2: Require a sign-up sheet for contact info (name,
number, email, interest).
■ Subtactic 3: Pass out fliers and stickers promoting the Day of
Caring volunteer event.
● Strategy 2: To accomplish the objective, we recommend a social media strategy
focused on promoting UWLC’s local volunteer opportunities and partnership
outcomes, which will allows us to communicate with students and increase
brand visibility.
○ Tactic 1: Partner with a high-profile student athlete to create promotional
material for social media.
■ Sub-tactic 1: Create an editorial calendar to be posted over time
on various social media platforms that show the student athlete
working with UWLC.
■ Sub-tactic 2: Ask the student athlete to post content to their own
channels and share the content on UWLC accounts.
○ Tactic 2: Initiate to the UO UWLC student club to invite college students
to the Day of Caring event page.
23
■ Sub-tactic 1: Make an event on UWLC’s Facebook page.
○ Tactic 2: Create a specific hashtag.
■ Sub-tactic 1: #DuckDayOfCaring #UnitedWayOfLaneCounty
#UnitedWayDuckWay
Objective 3: To generate action among college students by fundraising money for
UWLC programs; specifically to raise $5,000 in one year.
● Strategy 1: In order to accomplish the objective, we recommend a community
relations strategy partnering with local restaurants to donate a portion of the
proceeds to UWLC.
○ Tactic 1: Reach out to local restaurants that have high student traffic.
■ Sub-tactic 1: Chipotle, Track Town Pizza and Yogurt Extreme are a
few examples that have worked with student groups to fundraise in
the past. They all donate between 20% to 50% of a night’s
proceeds to an organization.
● Strategy 2: In order to accomplish the objective, we recommend a community
relations strategy that puts a face to UWLC programs; specifically preschool
promise.
○ Tactic 1: Create a slide deck that showcases a local family that benefits
from donations to UWLC’s Preschool Promise program.
■ Sub-tactic 1: Present to student groups and ask for donations
through venmo or coin-drive. Leave behind an informational flier or
FAQ sheet along with the coin jar so that members understand
UWLC’s mission.
■ Sub-tactic 2: Include a mobile friendly link on all social media
channels for interested parties to donate directly to UWLC.
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Retired Stakeholders
Objective 4: To have an effect on awareness; specifically to generate awareness
about UWLC’s new strategic focus among 75% of retired stakeholders by June 2019.
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Evaluation
College Students
Objective 1: To have an effect on action, specifically to create a UWLC University of
Oregon chapter by June 2019.
Criteria: To create a UWLC University of Oregon chapter with at least 25 students by
June 2019.
Tools: Conduct headcounts of participating students at each meeting of the UWLC
student chapter.
Objective 2: To have an effect on action, specifically to get University of Oregon
students involved with UWLC through volunteering in the 2019 year.
Criteria: To increase volunteer hours from University of Oregon students by 100 hours
by June 2019.
Tools: Create volunteer sign-in sheets at all volunteer opportunities to identify
participants from the University of Oregon.
Objective 3: To generate action among college students by fundraising money for
UWLC programs; specifically to raise $5,000 in one year.
Criteria: To fundraise $5,000 for UWLC in one year.
Tools: Maintain records of donations and monitor increases.
Retired Stakeholders
Objective 4: To have an effect on awareness; specifically to generate awareness
about UWLC’s new strategic focus among 75% of retired stakeholders by June 2019.
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Criteria: To generate awareness about UWLC’s new strategic focus among 75% of
retired stakeholders by June 2019.
Tools: Conduct a survey among retired stakeholders to determine the level of
awareness.
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Budget & Timeline
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