Relief Nursery Public Relations Plan

Research, strategies and recommendations by:

Aly Brandt, Mateja Heinrich, Alyse Pattison, Alex Rottler and Natalia Salzetti

May 5, 2018
 Table of Contents

Table of Contents 1

Background 2

Situation Analysis 7

Opportunity Statement 10

Goal 10

Key Publics 10

Objectives, Strategies, Tactics 13

Calendar 15

Budget 21

Evaluation 23

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Background

The Client

Relief Nursery started more than 40 years ago in 1976 at the height of child neglect and abuse in

the Eugene community. At the time, there were not many family services available to those in

need, which led to many children being removed from their families and placed into the foster

care system. Eugene community leaders and Child Protective Services employees Peggy Hoyt,

Lynn Frohnmayer, Mary Ellen Eiler and the Women’s Junior League of Eugene saw this issue

and banded together to create Relief Nursery.

The goal of Relief Nursery, a nonprofit, is to keep children safe in the Eugene community

through its work in supporting families as a whole. In the beginning, the program was run out of

churches and other local spaces but has since grown through the support of the Eugene

community. In 1993, John Sheppard became the leader of Relief Nursery and campaigned for a

better infrastructure as the organization continued to grow.

Ten years later in 2003, Relief Nursery is recognized as an innovative child abuse prevention

program by the United States Office of Child Abuse and Neglect. Today, over 40 years after it

began, Relief Nursery still helps over 1,000 children and families each year with 94 percent of

the children having no reports of neglect after their time with Relief Nursery. On top of that, 31

Oregon communities outside of Eugene have opened Relief Nurseries helping children and

families, half of which are involved with Child Protective Services.

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Relief Nurseries reputation is positive in the Eugene community as well as in other Oregon

communities that have started their own Relief Nurseries. The organization’s positive reputation

comes from over 40 years of being in business and helping families, which has helped them to

form a brand that most people in the community recognize. Although it receives major donations

from time to time, it still struggles to receive monthly donations throughout the year.

The Services

The services provided by Relief Nursery help both the children and the families of the children

who are being abused or neglected. There is a wide range of services available for each

individual involved as Relief Nursery focuses on the building of successful relationships between

the parent and child. The services offered include the Therapeutic Early Childhood Program,

Drug and Alcohol Recovery Support, Outreach and Crisis Intervention and the Mental Health

and Counseling Services.

The organization also runs a program called Healthy Families, which is a collaboration between

Relief Nursery and Healthy Families of Lane County. It is a weekly home visitation for parents

identified as being in need of support. On top of that, Relief Nursery also provides USDA

approved breakfasts and lunches, used clothing for all ages and gift baskets for holidays among

many other services. Their overall mission is to prevent neglect and abuse through early

intervention by incorporating fundamental elements of building strong children and preserving

families.

Funding

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Funding for the Relief Nursery comes from three different places. One-third of the Relief

Nursery funding comes from federal and state contracts, one-third of the funding comes from

development such as fundraising events and donations, and the last one-third of the funding

comes from grants. Most donations come at the end of the year around the holidays, which

prevents Relief Nursery from having a steady flow of donations. This is the main problem that it

faces.

Competition

From a donation perspective, the main competition for Relief Nursery are the other family

services nonprofit organizations in the Eugene community. For example, A Family For Every

Child, Head Start of Lane County, Looking Glass 24 Hour Crisis, and Christians As Family

Advocates are some of the nonprofits that offer similar services to Relief Nursery and could be

perceived as competition for monthly donations.

Another form of competition that Relief Nursery faces is the public’s perception of the nonprofit.

Although Relief Nursery struggles for monthly donors, many think that it is the “country club” of

nonprofits and has endless amounts of donations. This is not the case, and it will be a challenge

to change community members’ attitudes towards Relief Nursery to show them the need for

monthly donors.

Affected Publics

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Relief Nursery would like to target the Eugene community to gain monthly donors to provide a

steady income throughout the year. Relief Nursery is aiming to target a demographic of

individuals below the age of 50 to broaden the age gap of their donors. Relief Nursery is looking

for monthly donations that range from $10 and up to give the target public an opportunity to

choose the amount they would like to donate monthly. By gaining these monthly donors, Relief

Nursery will be able to have a steady flow of income throughout the year for their organization.

By becoming a monthly donor, individuals and organizations will receive a small gift a month

from Relief Nursery and tickets to their events it puts on yearly.

Internal Environment

Since Relief Nursery started 40 years ago, it has struggled with attracting monthly donors.

Today, Relief Nursery has eight monthly donors and accepts donations each year from consistent

donors and companies. Relief Nursery has found throughout the years that it is difficult to reach

a new, younger demographic of donors. Its goal is to obtain over 100 new monthly donors by the

end of this year by reaching out to the new target demographic. Relief Nursery sees this as an

opportunity to educate new members of the community about who Relief Nursery is, what it has

to offer and what their donation could do for the Relief Nursery.

Another issue that Relief Nursery faces is understaffing within its development team.

The development team is instrumental to the success of Relief Nursery programs as it is

responsible for fundraising, community engagement as well as outreach. The development

team’s understaffing issue severely limits its ability to effectively raise money and gain monthly

donors for the monthly giving program. Since it is our goal to increase the monthly donors,

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Relief Nursery may need to expand its development team to ensure that donors continue to

donate throughout the years.

External Environment

Lane County has the second highest number of reports filed to Child Protective Services (CPS)

in Oregon each year. In 2016, the state of Oregon CPS received 80,683 reports of abuse and

neglect and 43,976 of the reports were later investigated. Out of all of the abuse victims reported,

45.1 percent of them were younger than 6 years old. Child abuse and neglect have unfortunately

become common, especially in Lane County where Relief Nursery is located. While there are

multiple nonprofits in children and family services in Lane County, Relief Nursery is the only

one that focuses on helping both the children and family when it comes to abuse and neglect in

homes.

While Relief Nursery is specialized in its specific mission for children and families, there are

other nonprofit organizations in the Eugene and Springfield area that also aim to help children in

abusive or neglectful homes. These other family services nonprofits are also seeking donations

on both a monthly and annual basis. This creates competition within the nonprofits to gain

monthly donors from those interested in donating to family and children’s services organizations,

since most people will only donate to one organization of the sort.

Situation Analysis

Relief Nursery currently only has eight monthly donors who collectively give $553 each month.

These donations range from $20 to $200. The nonprofit would like to increase this number of

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monthly donors to 100. The monthly donations will vary based on individual’s ability to give.

The minimum donation allowed on the online giving portal is $10 and there is no maximum.

Without monthly donors, Relief Nursery does not have a steady stream of income and is

uncertain of when it will receive more donations. To increase the number of monthly donors, we

could create a branded campaign to raise awareness of this issue among donor groups. A

monthly donor program would provide Relief Nursery a consistent income and expand

relationships to additional donors.

Another issue that Relief Nursery faces is that the organization's reputation is known as the

“country club nonprofit.” This misperception stems from a number of high-profile donors and

large-sum donations. This perception of Relief Nursery hurts the organization because people

could be deterred from donating because they think Relief Nursery is sufficiently funded.

Primary Research

To get a better understanding of who would be interested and willing to become a monthly

donor, we created a survey to gather primary research. We started the survey off with

demographic questions to get an understanding of who the respondents are. Of the survey

respondents, the mean age was 48 years old with 18 being the youngest and 62 being the oldest

respondent. There were 11 respondents that identified as male and 41 who identified as female.

Fifty percent of the respondents were married while the other 50 percent were single or dating.

This has a correlation with the age of the respondents. Majority of the younger respondents were

single while most of the older respondents were married. Over half of the respondents had at

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least one child. Fifty-eight percent of respondent’s households made over $75,000 a year while

13 percent make under $25,000.

Next, we asked about the respondent’s monthly donation habits. Fifty-two percent said they had

been a monthly donor to a nonprofit in the past, but only 37 percent is a monthly donor currently.

When asked if they were interested in becoming a monthly donor, 21 percent said yes, 28 percent

said no and 40 percent said maybe. The top three things that respondents said would motivate

them to become a monthly donor were a passion for a cause, feeling fortunate and wanting to

give back to others, and feeling emotion toward a story. The top three organizations respondents

were most likely to donate to were children and family organizations, animal welfare

organizations or food banks.

The top three methods respondents said they would like to hear about a monthly donor program

are from a social media post, an email then word of mouth. Seventy percent of donors said they

do not want recognition, while 11 percent would want their name in a quarterly newsletter. When

it came to donation amount per month, 34 percent would donate $10, 30 percent would donate

$25, 8 percent would donate $50, 11 percent would donate $100 and 15 percent were not willing

to donate on a monthly basis. Eighty-two percent of respondents chose to donate with a recurring

online payment compared to mailing in a check monthly.

Overall, this primary research shows that there are people who are not currently donating to a

nonprofit but are interested in doing so. Most people choose to donate to a child and family

organization, which is in favor of Relief Nursery. The survey also has shown us that using social

media will be key in reaching our target publics. This survey also showed that most people are

willing to donate smaller amounts from $10-$25 a month through an online recurring payment.

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These results will be used to formulate the most efficient and effective tactics later in this public
relations plan.
SWOT Analysis
Strengths
- The development team is eager to implement
a monthly giving program.
- The nonprofit is a well-known, long-
standing organization with a large following
in Eugene.
- The services provided work. Ninety-four
percent of children who receive services don’t
have another report filed with CPS.
- The donation page on Relief Nursery’s
website is set up for easy monthly giving.
- The branding for Relief Nursery is already
strong.
Weaknesses
- The team members already have a lot on
their plates.
- The donors for Relief Nursery are steady so
it could be difficult to encourage them to
change how they often donate money.
- The campaign has little funding to get off
the ground.
- The monthly donor campaign has been
previously implemented, but unsuccessfully.
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Opportunities
- Younger donors may be more interested in
online giving.
- Social media can be used to promote
monthly giving.
- The organization has the ability to offer
incentives for those that join the monthly
giving program (private tours).
- Branded monthly giving campaign for Relief
Nursery would increase awareness and
visibility for the organization
Threats
- The other similar nonprofits in Lane County
asking the community for money.
- The misconception that Relief Nursery
already receives enough donations and is a
“country club” nonprofit.
- The target publics most likely have other
monthly expenses they have to pay.
Problem Statement

Relief Nursery does not have an effective brand campaign strategy for its monthly donor

program, which is hindering its ability to raise awareness of the program, build new relationships

with donors, maintain dependable monthly donations throughout the year, and do long-term

financial planning.

Goal Statement

Create an effective brand strategy to build Relief Nursery’s monthly donor program through

raising awareness and building relationships with new donors in the community to improve its

ability to effectively plan operations.

Key Publics

Lane County Locals Aged 25-35

The first key public that we are trying to target is Lane County locals that are between the ages

of 25 to 35 years old. We want to attract new, younger donors, since most of the current donors

are part of an older demographic. To secure donations from this key public, we must ensure we

are targeting those who earn enough money to donate monthly, whether it is for $10/month or

$500/month. It is also important that we target those who have a connection to Relief Nursery or

any family services nonprofit organization because they will be more willing to donate to an

organization of that sort.

A. Channels: We are going to use local Eugene media such as the Daily Emerald, the

Eugene Weekly and the Register Guard to inform Lane County locals about the

opportunity to join Relief Nursery’s monthly giving program. We will also use Relief

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 Nursery’s Instagram and other Lane County Instagram accounts to spread the word

graphics and pictures that depict Relief Nursery’s mission. Since this demographic ranges

from 25-35, we believe that Instagram will be the best way to reach them in terms of

social media since a lot of people in their late twenties and early thirties are still active on

Instagram, whether it is a personal account or a business account.

Lane County Locals Aged 35-45

The second key public that we are trying to target is Lane County locals that are between the

ages of 35 to 45 years old. We thought this would be a good age range to target since some

women and men that are within this age range are parents to their own children and have a

personal connection to making sure children are safe and families stay together.

A. Channels: We are going to use traditional media such as KVAL news, KEZI news and

newspapers such as Oregon Commentor and the Eugene Weekly to reach this audience.

We will also use Relief Nursery’s Facebook page as well as some Lane County Facebook

groups that could help to reach this demographic and inform them about the monthly

giving program at Relief Nursery. Since this demographic is a bit older, ranging from 35-

45 years old, we found that Facebook would be the best way to reach this audience

because it is has been around for a long time and most adults or businesses have a page,

whether they use it regularly or not. We also found this demographic to most likely get

their news from the Eugene Weekly and Register Guard. This would be a great way to

quickly acknowledge Relief Nursery’s efforts and its need for monthly donors.

Relief Nursery “Cold”/Old Donors

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Our last key public is Relief Nursery’s past donors that are considered “Cold” or “Cool” on the

Bloomerang website. This website rates the current and past donors to see how active they are in

terms of donating to Relief Nursery. There are many people who have previously donated but

either have not donated in a while or have not donated as much as they used to. We are going to

use this tool to pinpoint those people and then inform them about the monthly giving program

and the opportunities they have to continue donating whether it’s on a smaller scale or a larger

scale than they previously have. We think it’s a good idea to target an audience that already

knows about Relief Nursery’s mission and have experience donating in any capacity.

A. Channels: We are going to use the Relief Nursery donor email to send our “cold”/old

donors information about the monthly giving program since Relief Nursery already has

the email addresses of those that have donated or been active with Relief Nursery in the

past. We found that this is the easiest way to contact our “cold”/old donors to present to

them our new donor options. Since this demographic have already been donors in some

capacity, it is important that we make it simple for them to get the information on

becoming a monthly donor and becoming more active with the organization so we can

attract “cold”/old donors to our new monthly giving program.

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Messaging

Key Public: 25-35

Primary Message: Becoming a monthly donor is easy and affordable.

Secondary Messages:
● A donation of $10 each month helps build consistent funding of relief nursery programs.
● Skipping Starbucks twice a month and donating that money to Relief Nursery could
provide crisis intervention and respite services to two children for one day.

Key Public: 35-45

Primary Message: Child abuse and neglect is a huge problem in our community and with your
monthly donation to Relief Nursery we can help combat this issue.

Secondary Message:
● Every year 12% of children in Oregon have abuse and neglect reports filed. Nearly 94%
of children that use Relief Nursery services have no more reports of abuse and neglect
filed.

Key Public: “Cold”/Old Donors

Primary Message: Relief Nursery has expanded its programs and support for the community in
recent years.

Secondary Message: Relief Nursery recently implemented a Social Emotional program that
provides extra support for children who need more one-on-one support. Relief Nursery relies on
continuous monthly funding to continue offering these services.

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Objectives, Strategies, Tactics

Objective: Awareness
● Objective 1.1: Increase awareness of child abuse and neglect in Lane County and Relief
Nursery services that prevent it by 500 people by Jan. 1, 2019.
○ Strategy: Increase awareness of child abuse and neglect in Lane County through
the use of informational flyers, traditional news media and social media posts.
■ Tactic: Create an infographic that can be put on the website, email and
social media. This infographic will contain information regarding
domestic violence and child abuse statistics in Oregon.
● Objective 1.2: Increase awareness of Relief Nursery monthly donor program by 500
people by Jan. 1, 2019.
○ Strategy: To increase awareness of Relief Nursery’s monthly program by
informing the Lane County locals through traditional and social media.
■ Tactic: Update the Relief Nursery’s website “Ways to Give” page to
include information about the monthly giving program. Deliver this
information through newspapers and social media.
Objective: Attitude
● Objective 2.1: Increase positive attitudes among “cold”/old donors surrounding monthly
giving by 20% by Jan. 1, 2019.
○ Strategy: Implement donor relations communication which specifically targets
past or “cold” donors through digital communication, such as email and social
media.
■ Tactic: Develop email messaging aimed at cold donors to update them
about Relief Nursery programs, specifically the new monthly giving
program.
Objective: Behavior
● Objective 3.1: Increase monthly donors by 100 people by Jan. 1, 2019.
○ Strategy: Create a social media campaign that will encourage individuals to sign
up for Relief Nursery’s monthly donor program.
■ Tactic: Create a timeline to launch the Relief Nursery monthly giving
program which will include at least two FB posts per week for the social
media calendar that inform and promote the new branding of the monthly
donor program.
■ Tactic: Draft at least three Instagram posts per week for the social media
calendar that relates to the monthly giving program and current
happenings within the Relief Nursery.
■ Tactic: Create and post at least three Instagram stories per week for the
social media calendar that relate to current events and the launch of the
monthly donor program.

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 ○ Strategy: Update Relief Nursery’s Network for Good donation page to increase
the ease of becoming a monthly donor. Currently, the amounts to choose for a
donation are $60, $150, $300, $650 and other.
■ Tactic: Change the donation amounts to $10, $25, $50, $100, $200 and
other amount. Starting the donation amounts at $10 per month shows that
any donation to Relief Nursery is valuable and is more encouraging than
asking people to start donations at $60 per month.
■ Tactic: Include a description about the monthly giving program on the
Network for Good page so donors can clearly see that there is a monthly
donor program and that it is easy to become a monthly donor.
○ Strategy: Create a brand name for Relief Nursery’s monthly giving program.
■ Tactic: Create a logo for Relief Nursery’s monthly giving program.
■ Tactic: Create a slogan for Relief Nursery’s monthly giving program.
○ Strategy: Send an emotional appeal letter about child abuse and neglect with a
remit envelope.
■ Tactic: Create appeal letter that motivates individuals to donate monthly.
■ Tactic: Include a remit envelope with a box to check for becoming a
monthly donor with the appeal letter.
● Objective 3.2: Retain at least 85 percent of monthly donors during the first year.
○ Strategy: Acknowledge donors publicly.
■ Tactic: Create a “monthly donor” section in the quarterly newsletter.
○ Strategy: Thank donors personally.
■ Tactic: Send donors monthly thank you notes with the appropriate tax
information.
■ Tactic: Send donors a personalized letter made by a Relief Nursery child.
For example, a handwritten card with a child’s handprint or drawing.

Executable Tactic: To create a logo, slogan, and brand name for Relief Nursery’s monthly
giving program. Create content to be published on social media and an appeal letter to be sent to
key publics.

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Calendar

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Budget

Objective Strategy Tactic Detail Cost

Objective: Strategy: Increase Create an 200 color printed $120.00

Awareness 1.1 awareness of Infographic to be flyers from FedEx
child abuse and used on social
neglect in Lane media, emails,
County through and flyers.
the use of
informational
flyers, traditional
news media and
social media
posts.
Objective: Strategy: To Create an Advertisement in $45 for Eugene
Awareness 1.2 increase advertisement in newspapers for 6 Weekly
awareness of the Eugene months $45 for Register
Relief Nursery’s Weekly and Guard
monthly program Register Guard.
by informing the
Lane County
locals through
newspapers, and
social media.

Objective: Strategy: Send emails to Email past “cold” $0

Attitude 2.1 Implement a past “cold” donors donors
to update them on
donor relations the new monthly
strategy where giving program.
we specifically
target past or
“cold” donors
through digital
communication,
such as email
and social media.

Objective: Strategy: Create a Two Facebook, Boost one post on Facebook is $90
Behavior 3.1 timeline to three Instagram Facebook for 14 Instagram is $150
launch the Relief posts, and four days a month for 6

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Nursery’s Instagram stories months and
monthly donor a week to promote promote one
program on the monthly living Instagram post
social media. program once a week for $5
for 6 months.

Strategy: Update Change the Change $0

Relief Nursery’s donation amounts description on the
Network for to $10, $25, $50, monthly giving
Good donation program on the
$100, $200, and
page to increase Network for Good
other amount. page.
the ease of
becoming a
monthly donor.

Strategy: Create Create a logo and Add on to the $0

a brand name for slogan for the Relief Nursery’s
monthly giving logo the brand
Relief Nursery’s name and include
monthly giving program
slogan below
program

Strategy: Send Create an appeal Print 200 appeal $138 for letter
an emotional letter that letters at FedEx, $35.96 for
motivates buy envelopes envelopes
appeal letter individuals to from Staples and
about child donate monthly send them to
abuse and individuals
neglect with a
remit envelope.

Total Cost: $623.96

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Evaluation Criteria and Tools

Objective: Awareness
Objective 1.1: Increase awareness of child abuse and neglect in Lane County and Relief Nursery
services that prevent it by 500 people by Jan. 1, 2019.
Criteria: 500 people in Lane County will be aware of Relief Nursery services that prevent child
abuse and neglect by Jan 1, 2019.
Tools: Relief Nursery will measure this through a pre and post campaign survey. The pre survey
results will be compared with the post survey results to measure the increase in awareness.

Objective 1.2: Increase awareness of Relief Nursery monthly donor program by 500 people by
Jan. 1, 2019.
Criteria: 500 people in Lane County will be aware of Relief Nursery’s monthly giving program.
Tools: Relief Nursery will measure this through a pre and post campaign survey by Jan. 1, 2019.
The pre survey results will be compared with the post survey results to measure the increase in
awareness.

Objective: Attitude
Objective 2.1: Increase positive attitudes among “cold”/old donors surrounding monthly giving
by 20% by Jan. 1, 2019.
Criteria: 20% of “cold” donors will have increased positive attitudes toward monthly giving by
Jan. 1, 2019.
Tools: Relief Nursery will measure this with a pre and post campaign survey. The pre survey
results will be compared with the post survey results to measure the increase in awareness.

Objective: Behavior
Objective 3.1: Increase monthly donors by 100 people by Jan. 1, 2019.
Criteria: Relief Nursery will have 100 more monthly donors by Jan. 1, 2019.
Tools: Tracking analytics on Facebook, Instagram analytics including likes, impressions,
comments and engagements. Download a report from Bloomerang, Relief Nursery’s donor
database, showing the number of monthly donors to date. See Bloomerang email report showing
how many emails were delivered, opened, and links clicked in the email. Track just online
monthly donors by creating a Network for Good monthly donor report.

Messaging:
- Relief Nursery services are effective. 94 percent of children have no more reports of
abuse and neglect after using its services.
- Every year 12% of children in Oregon have abuse and neglect reports filed. This is a
huge issue in our community.
- Our services are preventative, we don’t want to have children who need treatment
services later on.

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- Relief Nursery’s preventative services are just a fraction of the cost of foster care, county
jail or prison.

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Appendix:

INFOGRAPHIC:

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Nonprofit Appeal Letter

Dear Christine,

About two years ago, a single mom with two young daughters came to Relief Nursery at what
was the lowest point in her life.

The family was homeless. The mother was unemployed and struggling with addiction. There
was a restraining order against the father who was actively using meth. Department of Human
Services was involved. This family needed our help, badly.

Our outreach workers joined together using our resources to get this family on stable ground.
The two young girls, Emily and Sara, were placed in our Therapeutic Early Childhood Program.
The mother enrolled in our Mental Health Counseling, Alcohol and Drug Recovery Support and
Parenting Classes.

The oldest daughter of this family, Emily, was just three years old. When she started in our
classrooms, she was terrified. She was afraid of everyone and everything. Her short, innocent
life had already been more traumatic than many of us could ever imagine.

After just a short time in our Therapeutic Classroom, Emily was improving greatly. Today, Emily
hops off the bus in the morning and walks through the hallways with her head high. She smiles
and giggles her way back to her classroom – it is the beautiful transformations like this that
make the difficult days worth it.

At Relief Nursery, all children and families we meet have different backgrounds and struggles,
there is no formula we have to assist each one. We do everything we can to provide what each
individual family needs to get where they deserve to be.

Each year we serve over 1,000 children in the Eugene/Springfield community. We strive to
provide programs that not only protect children and support parents, but also to teach valuable
life skills which are beneficial for years to come.

Our Therapeutic Early Childhood Program consists of classroom time for the children twice a
week was well as a home visiting aspect. For the classroom piece, children are provided
transportation to and from Relief Nursery, two meals, and a safe, loving environment to learn

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and play. Each classroom has a high teacher to child ratio to ensure all children get the
attention they need and deserve.

Relief Nursery home visiting program allows the teacher to be active in the child’s life at home
and to better serve the needs of the family. Please consider a monthly donation of $10 for our
Therapeutic Early Childhood Program.

Did you know over half of the children Relief Nursery serves have been victims of abuse or
neglect? After receiving our services, 96 percent of our children have no further abuse or
neglect reports. By investing in Relief Nursery, you are investing in the future of our
community. Donate on our website today.

Emily and her family now have a new apartment. Her mother has been sober for almost two
years. Emily is graduating in June with the rest of her class and moving on to her next big
adventure – Kindergarten.

All this happens because of you. Thank you for believing in our mission and the children and
families we serve.

Warmly,

Kelly Sutherland
Executive Director

P.S. Monthly contributions from donors like you are crucial to strengthening families and
keeping young children safe in our community; sign up on our website today.

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