Académique Documents
Professionnel Documents
Culture Documents
Outreach, Inc.
Funding Plans Book
Red
Communications, INC.
Sara Johnson
Meghan McCauley
Melissa Morris
Lindsay Santee
Amanda Santos
It Takes a Team
To Defeat
Poverty
EXECUTIVE SUMMARY:
Red Communications, Inc. created this strategic campaigns plans book. It is a strategic campaign for Cross-Lines
Community Outreach, Inc., which is located in Kansas City, Kansas.
The Problem
Through primary and secondary research, Red Communications, Inc. found that Cross-Lines Community
Outreach, Inc.s major problems included:
The Problem
Our Goal
The overall goal for the strategic campaign is to increase Cross-Lines Community Outreach, Inc.s funding by
$200,000 by January 31, 2012.
Our Goal
Our Campaign
In order to increase Cross-Lines Community Outreach, Inc.s funding by $200,000, Red Communications Inc.
recommends the following:
To increase Cross-Lines advertising and promotions by using a spokesperson. The first objective of our
strategic campaign is to utilize Will Shields, former Kansas City Chief, as a spokesperson. He has agreed to
make appearances in radio and print advertisements for Cross-Lines Community Outreach, Inc. He also agreed
to make appearances at Cross-Lines Community Outreach, Inc.s events.
To increase the number of ways that donors can give to Cross-Lines Community Outreach, Inc. by
January 31, 2012. The second objective is to develop a system for mobile giving. This campaign is to be
advertised at every home game in the Kansas City Royals playbill for the 2011 season.
Ultimately, this campaign will be successful if Cross-Lines Community Outreach, Inc. receives an increase in
donations by $200,000 or more by January 31, 2012.
4
Our Campaign
TABLE OF CONTENTS
1) List of Figures and tables.. 6
2) Situation Analysis. 7
3) SWOT Analysis36
4) Strategic Plan.. 38
5) Creative Plan. 43
6) Media Plan. 61
7) Timeline. 81
8) Budget........ 94
9) Evaluation. 96
10) References. 98
5
Situation
Analysis
Situation Analysis:
Problem Identification
In our research about Cross-Lines, we found three major problems. These problems
include:
Problem
Identification:
1) General Awareness of
Cross-Lines Community
Outreach, Inc.
2) Donations
Brand Image
Donations
Fiscal Year
2008
2007
2006
Hall Family
Foundation
Sunderland Family
Fund
$100,000
$50,000
Individual donor
Individual donor
$50,000
$35,000
Sunderland Family
Foundation
byline
Anonymous
donor
Capital Federal
Foundation
$25,000
$25,000
$15,900
$50,000
FIGURE 1
Figure 1
Lorem Ipsum
Fiscal Year
2008
2007
2006
Program Expense
$657,441
$562,995
$619,131
Administration Expense
$222,512
$212,556
$205,210
Fundraising Expense
$80,939
$30,539
$30,645
Payments to Affiliates
$0
$0
$0
0.98
1.06
0.97
68%
70%
72%
14%
5%
5%
Figures 1 and 2 were found in a document produced by the Greater Kansas City
Community Foundation (Greater Kansas City Community Foundation, 2010).
9
FIGURE 2
In Figure 2, the data
show that in 2008,
expenses for the year
exceeded total
revenue for that year.
As a result, Cross-Lines
Community
Outreach, Inc. must
find a way to increase
revenue in order to
build financial
stability. If total
revenue continues to
be less than total
expenses, the
organization will not
be able to function
properly.
Figure 2
Technology
A third problem is the lack of utilization of technology. Cross-Lines Community
Outreach, Inc.s website needs further development and more information that is updated
frequently.
Problem
Identification:
3) Lack of utilization of
technology
Cross-Lines Community Outreach, Inc. uses social media, but to a limited extent. They
have a Facebook page, but do not currently have a Twitter site. They also do not update
their Facebook page frequently. Cross-Lines Community Outreach, Inc.s employees have
little knowledge of how to utilize social media or incorporate it in a way that will increase
awareness and funding. Employees also have little knowledge on how to operate existing
software accurately in order to track demographic information that could be beneficial to
the organization.
Client Information
Cross-Lines Mission Statement
Provide people affected by poverty with basic services and opportunities that
encourage self-confidence and self-sufficiency. Over the past 45-plus years, Cross-Lines
Community Outreach, Inc. has eased the sting of poverty for thousands of people and
helped them return to a life a self-sufficiency. They come from all walks of life. Some are well
educated. Some are not. Some are homeless. Some are not. Some are between jobs,
while others have disabilities that contribute to their lack of employment. They are men,
women and families who have one thing in common: They need help and they need hope.
Cross-Lines Community Outreach, Inc.s services and programs assist an individual or family as
they get over the hump and move forward with their lives, (Greater Kansas City
Community Foundation, 2010).
Cross-Lines Vision Statement
All people in Wyandotte County are empowered to meet their own needs without the
reliance on social services, (Greater Kansas City Community Foundation, 2010).
10
What They Do
The organization provides day-to-day resources, as well as financial assistance for its
clients. Cross-Lines Community Outreach, Inc. serves a buffet breakfast at the Community
Annex Monday through Saturday. Cross-Lines Community Outreach, Inc. volunteers also
provide hot lunches Monday through Friday, as well as bagged lunches that clients can bring
to work (Cross-Lines Community Outreach, Inc.). Qualified participants in emergency
situations are provided with free groceries from the food pantry. Cross-Lines Community
Outreach, Inc. is based in the greater Kansas City area, but commodities, such as groceries,
can be distributed to qualified families in Johnson, Wyandotte and Leavenworth counties
(Cross-Lines Community Outreach, Inc.).
11
The Cross-Lines Community Outreach, Inc. campus houses a thrift store that provides
donated household items and clothes at discounted prices. Household items for purchase
include large appliances, such as washing machines and dryers, computers, furniture,
automobiles, house wares and kitchen appliances (Cross-Lines Community Outreach, Inc.). All
proceeds from the thrift store go to the funding of the organizations various programs and
operating costs. The thrift store is open from 9 a.m. until 4:30 p.m. Monday through Thursday. It is
open on Fridays until 4 p.m. and Saturdays until 3 p.m. The thrift store is closed on Sundays
(Cross-Lines Community Outreach, Inc.).
The emergency assistance program, which requires the most funding, provides temporary
relief for its clients, such as rent and utility assistance, laundry services and shower facilities. The
emergency assistance program also offers free clean clothing, basic medicines and
Homelessness Prevention and Rapid Re-Housing Program (HPRP) assistance (Cross-Lines
Community Outreach, Inc.). The organization can also provide referrals for services not offered
by Cross-Lines Community Outreach, Inc. (Greater Kansas City Community Foundation, 2010).
Emergency Service Funds Success:
Provided $44,252 in rent and utility assistance in the 2008 calendar year
Provided 4,544 showers and 1,422 loads of laundry to the homeless during the 2008
calendar year
Provided 1,755 low-income, school-age children with new school supplies for the
2009/2010 school year
Provided more than 512 families with Christmas gifts and food in 2008
Provided 1,167 individuals with clothes for themselves and their families in 2008
Additionally, Cross-Lines Community Outreach, Inc. provides annual programs, or highlight
programs, to support individuals and families at times during the year that impose financial stress.
Programs include:
Prom Clothing Drive: Clothing collection begins in January for the spring prom season.
Collected items include gowns, suits and tuxedos in Wyandotte County. These items
benefit local high school students.
Kits for Kids: School supplies distribution provides children in elementary school through
the college level with school supplies and new backpacks.
Christmas Store: Families and individuals can receive vouchers to shop for clothing, toys,
household items and a holiday meal (Cross-Lines Community Outreach, Inc.).
FIGURE 3
Figure 3 shows the
sources from which
Cross-Lines Community
Outreach, Inc. obtains
funding. On average, 70
percent of contributions
come from individuals or
families. Grants
represent approximately
20 percent and 10
percent come from
other various sources or
foundations.
13
Cross-Lines Community Outreach, Inc. harvests its own garden for food provisions. The
garden yields approximately 4,000 pounds of food per year.
The majority of financial donations come from the faith-based community. Cross-Lines
Community Outreach, Inc. currently receives donations from approximately 12 churches in
the Kansas City area. Cross-Lines Community Outreach, Inc. dedicates time to speaking at
churches to seek donations, as well as find volunteers. The organization depends heavily on
volunteers to help organize its programs and fundraisers. Cross-Lines Community Outreach,
Inc.s database includes approximately 1,200 total volunteers. Volunteers assist in preparing
newsletters, sacking groceries, delivering commodities, serving lunches at the annex,
performing home repairs, and organizing and participating in fundraisers. (Cross-Lines
Community Outreach, Inc.).
14
Economic Environment
15
FIGURE 4
Figure 5: Metro Area Nonprofit Sector Comparison
FIGURE 5
FIGURE 6
Compared to other nonprofit sectors, Kansas City has a low number of nonprofit
organizations. However, Kansas City residents are still willing to donate. In 2009, Kansas City
nonprofit organizations brought in revenue totaling more than $13.5 billion. Kansas City metro
citizens are highly engaged and appear to be willing to fund improvements that address what
they consider to be top issues (Mid-America Regional Council).
Political Situation
Form 990:
The Form 990, also known as the Return of Organization Exempt Form Income Tax, must
be filed each year with the Internal Revenue Service (IRS) by organizations that are exempt from
federal income taxes and who normally (average of three tax years) have an income of more
than $25,000 a year.
The Form 990 is the main IRS reporting form for nonprofits and the basic component of the
annual report. It provides information that assist government agencies in enforcing the laws that
govern nonprofits. The Form 990 also provides detailed financial information about the
organizations financial condition, financial strengths and weaknesses, and sources of income.
The Form 990 is becoming a more public document with companies beginning to post
their Form 990s on their websites. Organizations are also required to show the Form 990 to
anyone who requests to see one (How to Read the IRS Form 990 & Find Out What it Means,
2006).
501(c)(3) Tax Exempt Filing
In order for a nonprofit organization to qualify for 501(c)(3) federal tax-exempt status
(sometimes also known as 503(c)), it is required to file Form 1023 to the IRS. Once the IRS
approves the tax-exemption, the donations made to the organization are tax deductable and
the corporation is tax-exempt.
Religious organizations, educational institutions, recreational clubs and other groups can
also seek 501(c)(3) status.
17
Situation
Government Deficit:
Unlike state and local governments, the federal government is not required to keep
balanced budgets. This has created a large deficit for the United States and as a result the
government must cut back on unnecessary public services. This is a major problem for the
nonprofit industry because the demand for public services is continuing to grow at a rapid rate
(GlobalEDGE). The national deficit is currently at more than $13.4 trillion. The U.S. Treasury
Department reported that it expects the U.S. debt to rise to $19.6 trillion by 2015 (Federal Budget
Spending and the National Debt).
Unemployment:
According to the U.S. Bureau of Labor Statistics, as of August 2010, Kansas unemployment
rate was at 6.6 percent. Missouris unemployment rate was at 9.3 percent, and the national
unemployment rate was at 9.6 percent. The acceptable unemployment rate is 4 percent (U.S.
Bureau of Labor Statistics).
Income:
In 2008, the median household income in Kansas was $50,174. The median household
income for Missouri was $46,847. The national median household income in 2008 was $52,029 (U.S.
Census Bureau). Compared with the national median household income, the median household
income in Kansas was slightly lower.
18
Poverty
In 2008, 11.3 percent of Kansas residents were considered below the poverty level. The same
year, 13.5 percent of Missouri residents were below the poverty level. The average number of
people below the national poverty level was 13.2 percent in 2008 and increased to 14.3 percent in
2009 (U.S. Census Bureau).
A graph from citydata.com compares Kansas Citys 2007 poverty level to the state of Kansas:
Figure 7: Residents with income below the poverty level in 2007
Kansas City:
21.6%
Whole state:
11.2%
(CityData.com)
On the following page is a graph from the Mid-America Regional Council showing Kansas
and Missouri poverty estimates in 2008, broken down by county and state.
19
Figure 7
Figure 8: 2008 Kansas and Missouri Poverty Estimates (Mid-America Regional Council)
FIGURE 8
Estimate
Lower Bound
Upper Bound
Missouri
774,937
760,251
789,624
Bates
2,746
2,196
3,296
Caldwell
1,333
1,089
1,576
Cass
7,047
5,740
8,353
Clay
15,670
13,149
18,191
Clinton
2,162
1,756
2,569
Jackson
94,390
87,330
101,450
Johnson
6,271
5,117
7,425
Lafayette
4,191
3,464
4,919
Platte
5,657
4,659
6,655
20
Ray
2,261
1,823
2,698
Kansas
307,804
298,971
316,637
Atchison
2,114
1,696
2,532
Douglas
18,815
16,176
21,454
Franklin
2,536
2,054
3,018
Johnson
24,255
20,696
27,814
Leavenworth
5,616
4,556
6,677
Linn
1,121
895
1,347
Miami
2,272
1,812
2,733
Wyandotte
29,188
25,492
32,884
21
FIGURE 8
(continued)
The data show that the
government deficit,
unemployment rates
and poverty rates are all
increasing, which is
rationale for more
awareness and funding
for Cross-Lines
Community Outreach,
Inc. so that Cross-Lines
Community Outreach,
Inc. can better serve its
clients.
Competitive Environment
Direct Competition
Direct competitors include organizations or entities that provide the same or similar
services to those offered by Cross-Lines Community Outreach, Inc.
Catholic Charities of Kansas City St. Joseph Inc.
Overview: The Catholic Charities of Kansas City St. Joseph Inc. seeks to improve the
community by providing a vast array of resources. It provides assistance with food, shelter
and utilities to those in need. It protects children through adoptions, foster care, an afterschool program, counseling parent education and services to pregnant women. It
strengthens families and the larger community through family counseling, financial education
and services for young families. It provides support to people with disabilities and mental
illnesses through in-home care, mental health services and a ministry that focuses on people
with disabilities. It assists elderly people with a variety of health and basic needs programs. It is
well known for its outreach and advocacy, specifically its Hispanic outreach (Catholic
Charities of Kansas City - St. Joseph Inc.).
Focus: The Catholic Charities of Kansas City St. Joseph Inc. focuses on doing the work
of the Gospel by providing food, shelter, utilities and programs to improve the community
(Catholic Charities of Kansas City - St. Joseph Inc.).
City Union Mission
Overview: City Union Mission is an Evangelical Christian ministry based in the Kansas
City metro. It feeds homeless and underprivileged people in the metro. It provides
emergency housing in the forms of a mens shelter and a women/family shelter. City Union
Mission is the only charity in the metro with infirmary beds for the sick or injured. Basic medical
services are provided by the organization. It has a Learning Center where people can earn
GEDs or build their skills for job hunting. It also holds after-school programs, which include
tutoring and activities for children (City Union Mission, 2010).
Focus: City Union Mission focuses on breaking the cycle of poverty, homelessness and
dependence on government assistance (City Union Mission, 2010).
22
Goodwill Industries
Overview: Goodwill Industries serves eastern Kansas and western Missouri. This organization
operates stores in the region that sell donated items at extremely low prices. The low prices assist
people in the community by helping them afford clothing and household goods. Goodwill also
employs people with disabilities at its stores. Goodwill provides training for its employees to
increase their personal growth and self-sufficiency (Goodwill Industries, 2008-2009).
Focus: Goodwill focuses on increasing the self-sufficiency of community members. The
ultimate goal is helping them become stable wage earners, so that they no longer have to rely on
charities for basic needs (Goodwill Industries, 2008-2009).
Harvesters Community Food Network
Overview: Harvesters Community Food Network provides food to those in need in the
community. Harvesters collects food and household items through donations from individuals,
other organizations and companies. It uses a network of nonprofit organizations to distribute food
to individuals in need throughout the community. Volunteers run the majority of the operations of
this organization. The organization also educates the community about the reality of hunger in the
U.S. (Harvesters - The Community Food Network, 2010).
Focus: Harvesters focuses on feeding those in need and educating the rest of the
community about the issue of hunger in the U.S (Harvesters - The Community Food Network, 2010).
The Salvation Army of the United States of America
Overview: The Salvation Army of the United States is a Christian-based charity that executes
a variety of functions to improve communities. The Salvation Army is best known for its Christmas
Charity represented by the famous red kettles and angel trees. This program provides food and
gifts for those in need. It provides disaster relief to communities affected by natural or man-made
disasters. It assists with the rehabilitation of prisoners and assists with drug and alcohol
rehabilitation. The organization operates youth centers and camps through its ministries. It also
operates programs to fight human trafficking (The Salvation Army of the United States of America,
2000-2009).
23
Focus: The Salvation Army focuses on improving the world by spreading the word of God to
people in need (The Salvation
Indirect Competition
Indirect competitors include organizations or entities that seek donations and/or volunteers
in order to improve the community in some form. These entities have the likelihood of competing
with Cross-Lines Community Outreach, Inc. for donations and/or volunteers, despite providing
different services than Cross-Lines Community Outreach, Inc.
24
25
Audience Analysis
Top 4 audiences we are targeting in our strategic campaign.
Businesses and Corporations
Businesses and corporations want to invest in the communities to which they belong, not just
donate. They are also expected by the community to be socially conscious.
Corporate giving increased by 5.5 percent in 2009 to $14 billion (USA Giving, 2009)
Corporate giving is about 55 percent cash (USA Giving, 2009)
Corporate giving accounted for 4 percent of all charitable giving in 2009. (USA Giving,
2009)
Seventy-nine percent of consumers said that, when price and quality are equal, they would
switch brands or retailers based on associations with a good cause (Why corporate giving,
2010).
Eight-five percent of Americans say they have a more positive image of a brand or
company when it supports a cause they care about (Why corporate giving, 2010).
Organizations that benefit public society received the largest share of corporate foundation
dollars in 2007 (The Center on Philanthropy at Indiana University, 2009).
Nearly 41 percent of reported corporate gifts and grants to nonprofits were between $2,500
and $4,999 (The Center on Philanthropy at Indiana University, 2009)
Figure 9: Corporate charitable donations received at Kansas City nonprofits, by size of charitable
FIGURE 9
The Center on
Philanthropy at
Indiana University,
2009)
Total
corporate giving
as a share of all
donations was at
or near 20
percent,
regardless of the
size of the
nonprofit
organization.
27
Figure 10: Share of corporate contribution dollars by type of recipient, Kansas City and U.S., 2007
(Percentage of total grant dollars)
FIGURE 10
(The Center on Philanthropy at Indiana University, 2009)
28
Kansas City corporations contributed a higher share of dollars to health and human services
than the national average.
Based on the above research, Cross-Lines Community Outreach, Inc. should also consider
businesses and corporations in Kansas City a good target audience. Corporations, especially in
Kansas City, tend to give more money to nonprofit organizations that support health and human
services, which includes Cross-Lines Community Outreach, Inc. While they do not donate as much
overall as individual donors, they do tend to donate larger amounts at a time.
Faith-Based Organizations
Studies have shown a strong link between religious practice and charitable giving.
Nationally, Americans who regularly attend church services contribute 2.2 percent of their income
to charity, a higher average than non-church-goers, who average 1.4 percent. The higher level of
giving by people who attend church is not limited to their own congregations, but extends to all
types of nonprofits (Fair Tax, 2007).
The frequency that Kansas City residents attend religious services is also associated with
higher amounts of giving. In 2007, there was a dramatic linear relationship between giving and
worship service attendance. Figure 9 shows average total household giving for 2007 by frequency
of reported attendance at worship services.
29
Figure 11: Average Total Giving by the Frequency of Religious Attendance, Donor Households, 2007
FIGURE 11
Average Total Giving
by the Frequency of
Religious Attendance,
Donor Households,
2007
According to the above table, those who attended religious services more than once a
week gave $4,484 more on average than those who attended religious services a few times a year
(The Center on Philanthropy at Indiana University, 2009).
Kansas City residents selected religious beliefs as the second highest major motivation for
giving to charity at 63.5 percent, after equity at 70.4 percent, as is shown in figure 10 (The Center
on Philanthropy at Indiana University, 2009).
30
FIGURE 12:
Percentage of
Households Selecting
Motivation as a Major
or Minor Motivation
Those Kansas City households that donate to charity and attend religious services once a
week or more gave more on average to religious causes than those households that did not
attend religious services as frequently or did not attend them at all. However, those who attended
religious services only once or twice a month gave more to secular causes than those households
that attended religious services more than once a week ($1,795 versus $1,362). This is shown in the
graph on the next page (The Center on Philanthropy at Indiana University, 2009).
Figure 13: Average Giving by the Frequency of Religious Attendance, Donor Households, 2007
FIGURE 13:
Average Giving by
the Frequency of
Religious Attendance,
Donor Households,
2007
31
32
FIGURE 14:
Difference between
Mens and Womens
Donation Habits
(Women Give More to Charity than Men, New Study Shows , 2010)
33
34
FIGURE 15
A Snapshot of
Generation Y
(Preston, 2010)
According to a survey of U.S. charitable donors, mobile giving is growing among younger
generations (Giving Habits, 2010). The study was done after the text-to-donate campaign for the
Haiti earthquake relief effort. Research found that an estimated 6.5 million people used their cell
phones to donate to the cause (Giving Habits, 2010).
35
SWOT
ANALYSIS
36
Helpful
Internal
SWOT
Analysis
STRENGTHS
Large
volunteer
base
Passionate/involved
employees
Good
reputation
among
clients
Large
variety
of
programs
Online
donation
capability
Donors
can
choose
where
their
money
goes
Local
organization,
funds
stay
local
Cause:
To
eliminate
the
cycle
of
poverty
Strong
relationships
with
several
local
churches
Receives
grants
from
the
government
Harmful
External
OPPORTUNITIES
KC
metro
ranks
high
in
charitable
giving
People
in
the
KC
metro
prefer
to
donate
locally
Large
number
of
religious
organizations
in
the
KC
metro
Large
number
of
young
people
in
Kansas
City
Technology
and
social
media
A
lot
of
media
and
news
providers
in
the
metro
January
is
poverty
awareness
month
Donations
act
as
a
tax
advantage
for
donors
37
WEAKNESSES
Lack
of
organization
of
the
volunteer
base
Employees
are
resistant
to
change
Employees
do
not
know
how
to
use
DonorPerfect
fundraising
software
effectively
Website
is
outdated
and
difficult
to
navigate
Lacks
the
use
of
social
media,
advertising
and
promotions
Not
enough
employees
to
effectively
operate
all
programs
Large
variety
of
programs
stretch
budget
and
resources
thin
Lack
of
awareness
in
KC
metro
Logo
lacks
top
of
mind
awareness
Not
enough
communication
with
donors,
prospective
donors
Current,
reliable
donors
are
growing
older
THREATS
Poor
economy
in
KC
metro
Fear
of
job
loss
negatively
affects
donations
Several
national
organizations
operate
similar
programs
National
organizations
have
more
money,
more
advertising
and
are
more
well-
known
Other
organizations
make
it
easy
and
convenient
to
donate
Negative
attitudes
toward
and
negative
associations
with
people
in
poverty
There
is
another
Cross-Lines
organization
in
Missouri
that
is
fighting
poverty
which
could
be
a
cause
for
confusion
Strategic
Plan
38
Strategic Plan
GOAL: To increase Cross-Lines funding by
$200,000 by January 31, 2012.
Objective 1: To utilize a spokesperson to increase Cross-Lines advertising and
promotions by January 31, 2012.
Strategy 2: Create radio, print and web advertisements that focus on donations
Strategy 4: Create advertisements that direct the audience to website and social media
39
Objective 1:
To utilize a
spokesperson to
increase Cross-Lines
advertising and
promotions by
January 31, 2012.
Objective 2:
To increase the number
of ways that donors can
give to Cross-Lines by
January 31, 2012.
Objective 2: To increase the number of ways that donors can give to Cross-Lines by
January 31, 2012.
Strategy 1: Develop a system for mobile giving through mGive that will last from March 1,
2010 to November 1, 2010.
40
Objective 3:
Objective 3: To create an unpaid/for credit communications internship
position, in order to reach a younger demographic of potential donors.
41
To create an unpaid/for
credit communications
internship position, in
order to reach a
younger demographic of
potential donors.
Internship AD
Cross-Lines
Community
Outreach,
Inc.
Communications
Internship
Join
our
team
to
help
defeat
poverty.
Cross-Lines
Community
Outreach,
Inc.
is
a
nonprofit
organization
located
in
Kansas
City,
Kan.
The
mission
of
Cross-Lines
is
to
provide
people
affected
by
poverty
with
basic
services
and
opportunities
that
encourage
self-confidence
and
self-sufficiency.
Cross-Lines
is
working
to
break
the
cycle
of
poverty
in
Kansas
City.
Cross-Lines
services
include
emergency
utility
assistance,
emergency
groceries,
hot
showers,
free
clothing,
meals,
supplies
and
more.
As
a
communications
intern
at
Cross-Lines,
your
duties
may
include:
creating
a
professional
Twitter
account
for
the
organization,
updating
the
Twitter
and
Facebook
accounts
with
upcoming
events
and
donation
opportunities,
placing
the
Twitter
and
Facebook
icons
on
the
organizations
website,
following
other
nonprofit
organizations
on
Twitter,
utilizing
Google
Analytics
and
Facebook
Insights
to
measure
social
media
traffic
and
gather
demographic
information,
researching
new
ways
to
use
social
media
and
formulating
concepts
to
attract
an
audience
of
young
professionals
to
the
organizations
social
media.
For
this
position,
you
must
have
successfully
completed
one
or
more
internships.
You
must
be
able
to
commit
between
five
and
fifteen
hours
each
week
to
the
internship.
Previous
experience
with
social
media
and
web
design
is
required.
Preferred
majors
include
marketing,
public
relations,
journalism
or
equivalent.
If
you
are
interested
in
this
position,
please
send
a
cover
letter,
resume
and
list
of
three
references
including
one
reference
from
a
previous
internship
to
Roberta
Lindbeck.
Contact Information:
Roberta Lindbeck
Executive Director
Cross-Lines Community Outreach, Inc.
736 Shawnee Avenue
Kansas City, KS 66105
(913) 281-3388
Roberta@cross-lines.org
www.cross-lines.org
Length: Ongoing
Compensation: Unpaid May be for credit depending on your educational institutions requirements
42
CREATIVE
PLAN
43
Creative Plan
GOAL: To increase Cross-Lines funding by $200,000 by January 31,
2012.
Objective 1:
To utilize a spokesperson
to increase Cross-Lines
advertising and
promotions by January
31, 2012.
44
45
46
###
Strategy 2: Create radio, print and web advertisements that focus on donations
Tactic 1: Create a Poverty Awareness Month radio advertisement
Tactic 2: Create a print advertisement targeting mothers of children
Tactic 3: Create a web advertisement for Paws for a Cause on the 106.5 The Wolf website
47
MOM:
No, honey, poverty isnt something to
celebrate.
Ohhhthen why do we need to be aware
of it?
YOUNG BOY:
MOM:
Awareness Month.
YOUNG BOY:
MOM:
48
poverty.
###
49
50
51
FIRST CHILD:
SECOND CHILD:
SFX: Calculator noises
SECOND CHILD:
MOM:
BOTH CHILDREN:
BOTH CHILDREN:
What?!
52
-more-
MOM:
FIRST BOY:
MOM:
Length: 60 seconds
Kansas City.
poverty!
MOM:
(:58)
###
FIRST BOY:
53
54
Strategy 4: Create advertisements that direct the audience to website and social media
Tactic 1: Highlight Twitter and Facebook presence in all advertisements
Tactic 2: Call to action to visit www.cross-lines.org to donate on every advertisement
55
56
Objective 2: To increase the number of ways that donors can give to Cross-Lines by
January 31, 2012.
Strategy 1: Develop a system for mobile giving through mGive that will last from March 1, 2010 to
November 1, 2010.
Tactic 1: Run a nine month campaign during the Kansas City Royals 2011 Season (March to
October 2011).
Tactic 2: Advertise for campaign with a half-page ad in the Kansas City Royals playbill.
Tactic 3: Contact mGive at (866) 720-3350.
Tactic 4: Contact Kansas City Royals for advertising at Kevin.Uhlich@royals.com.
57
Objective 2:
To increase the number
of ways that donors can
give to Cross-Lines by
January 31, 2012.
Tactic 2:
58
59
Objective 3:
To create an unpaid/for
credit communications
internship position in
order to reach a
younger demographic of
potential donors.
60
MEDIA
PLAN
61
Media Plan:
Advertising Assistance:
As part of his partnership with Cross-Lines, Will Shields agrees to provide Cross-Lines with
assistance in obtaining additional advertising placement. Cross-Lines will schedule a meeting with
Will Shields in February to discuss its advertising goals and schedule for the year. It will maintain
contact with him by following up every other month to go over goals and upcoming events.
Contact information
Doug E. Elstun
doug@larmer-elstun.com
(913) 451-8370
62
Schedule
February 2011
02/01/2011: Schedule meeting with Will Shields to talk about other opportunities and
schedule. Contact Doug E. Elstun at doug@larmer-elstun.com or (913) 451-8370.
April 2011
04/01/2011: Make contact with Will Shields to follow up on plans made during previous
contact. Talk to him about upcoming plans he might be involved in. Contact Doug E.
Elstun at doug@larmer-elstun.com or (913) 451-8370.
June 2011
06/01/2011: Make contact with Will Shields to follow up on plans made during previous
contact. Talk to him about upcoming plans he might be involved in. Contact Doug E.
Elstun at doug@larmer-elstun.com or (913) 451-8370.
August 2011
08/01/2011: Make contact with Will Shields to follow up on plans made during previous
contact. Talk to him about upcoming plans he might be involved in. Contact Doug E.
Elstun at doug@larmer-elstun.com or (913) 451-8370.
October 2011
10/03/2011: Make contact with Will Shields to follow up on plans made during previous
contact. Talk to him about upcoming plans he might be involved in. Contact Doug E.
Elstun at doug@larmer-elstun.com or (913) 451-8370.
December 2011
12/01/2011: Make contact with Will Shields to follow up on plans made during previous
contact. Talk to him about upcoming plans he might be involved in. Contact Doug E.
Elstun at doug@larmer-elstun.com or (913) 451-8370.
63
Social Media
In February, May and August of 2011, as well as January of 2012, Cross-Lines will contact the
following schools to post an ad for a semester-long, for-credit internship:
Cross-Lines will interview and hire an intern for each semester. One of the interns primary
responsibilities will be to manage Cross-Lines social media. The first intern will begin working in
March, and all following interns will begin working at the beginning of each semester. The first
intern will create a Twitter account, and all interns will manage it along with the existing Facebook
account. Every Wednesday, the intern will update the Facebook and Twitter accounts with
donating possibilities and upcoming events.
64
Schedule
February 2011:
02/02/2011: Post job advertisement with Johnson County Community College, Kansas City
Kansas Community College, Metropolitan Community College, Park University, Penn
Valley Community College, Rockhurst University, University of Kansas, University of MissouriKansas City.
March 2011:
03/02/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
03/09/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
03/16/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
03/23/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
03/30/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
April 2011:
04/06/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
04/13/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
04/20/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
04/27/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
May 2011:
05/02/2011: Post job advertisement with Johnson County Community College, Kansas City
Kansas Community College, Metropolitan Community College, Park University, Penn
Valley Community College, Rockhurst University, University of Kansas, University of MissouriKansas City
65
Schedule
05/04/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
05/11/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
05/18/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
05/25/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
June 2011:
06/01/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
06/08/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
06/15/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
06/22/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
06/29/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
July 2011:
06/06/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
06/13/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
06/20/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
06/26/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
August 2011:
08/02/2011: Post job advertisement with Johnson County Community College, Kansas City
Kansas Community College, Metropolitan Community College, Park University, Penn Valley
Community College, Rockhurst University, University of Kansas, University of Missouri-Kansas
City
66
08/03/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
08/10/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
08/17/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
08/24/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
08/31/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
September 2011:
09/07/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
09/14/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
09/21/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
09/28/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
October 2011:
10/05/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
10/12/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
10/19/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
10/26/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
November 2011:
11/02/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
11/09/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
67
Schedule
Schedule
11/16/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
11/23/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
11/30/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
December 2011:
12/07/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
12/14/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
12/21/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
12/28/2011: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
January 2012:
01/02/2012: Post job advertisement with Johnson County Community College, Kansas City
Kansas Community College, Metropolitan Community College, Park University, Penn Valley
Community College, Rockhurst University, University of Kansas, University of Missouri-Kansas
City
01/04/2012: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
01/11/2012: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
01/18/2012: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
01/25/2012: Update Facebook and Twitter accounts with new donating possibilities and
upcoming events.
68
Print Advertising
Cross-Lines will advertise in five print publications:
KC Parent magazine
Ink magazine
Metro Voice News
The Independent magazine
Kansas City Royals playbills
Cross-Lines will use a mix of five print advertisements. Three are half-page, black-and-white
advertisements that focus on defeating poverty as a team. One is a color advertisement utilizing
the spokesperson, Will Shields. This advertisement will be used as both a full-page format and a
quarter-page format. The last is a half-page, color advertisement that will be used in the Kansas
City Royals playbills that are handed to visitors at the beginning of each home game. It features a
call to action for readers to text to a number designated by mGive in order to donate $1 to CrossLines.
KC Parent Magazine
advertising@kcparent.com
(913) 782-3238
KC Parent magazine reaches our target audience of mothers. Readers of KC Parent are
highly educated women ages 25 to 45, the majority of which have household incomes of more
than $75,000. More than half of its readers are college graduates. Ninety-one percent of its
readers use advertisements to make purchasing decisions sometimes or frequently. KC Parent has
1,000 distribution locations and its circulation is approximately 40,000. It reaches 136,000 readers
monthly in the Kansas City area.
Cross-Lines will place four advertisements in KC Parent magazine:
January Poverty Awareness Month ad, half page, black and white
69
Ink Magazine
info@inkkc.com
(816) 234-4586
Ink magazine reaches our target audience of young professionals. Readers are young
professionals ages 21 to 34 in the Kansas City area. Most readers work in white-collar jobs, own
homes and have household incomes of more than $50,000. Three out of fives readers are business
professionals, and it has an even mix of male and female readers. Ink distributes 50,000 copies to
1,600 locations weekly throughout the Kansas City area.
Print
Advertising
70
The Independent
Mark Haas
Mark126@kcindependent.com
(816) 471-2800
The Independent reaches our target audience of business people. Readers are supporters
of the arts with average household incomes of more than $335,000. Eighty-nine percent of readers
attend three or more charitable events a year. Seventy-six percent of readers attend
philanthropic lunches and dinners, 75 percent attend galas and 67 percent attend auctions.
Readership of The Independent is 27,725. It is published bi-weekly and is mailed to paid subscribers
on Fridays and is available at select newsstands throughout the city.
Cross-Lines will place four advertisements in The Independent:
71
Print
Advertising
Schedule
March 2011:
03/01/2011: Send "Print ad - Soccer" to Ink Magazine - 1/2 page B&W - info@inkkc.com,
(816) 234-4586; Send "Print ad - Children" to Metro Voice News - 1/2 page B&W metrovoice@kcweb.net, (816) 524-4522
04/10/2011: Send "print ad - children" to KC Parent Magazine - 1/2 page B&W advertising@kcparent.com
04/27/2011: Send print ad - Will Shields to The Independent - 1/4 page Color
Mark126@kcindependent.com (Mark Haas)
June 2011:
06/01/2011: Send "print ad - Will Shields" to Ink magazine - 1/4 page, color info@inkkco.com, (816) 234-458 and Metro Voice News - metrovoice@kcweb.net, (816)
524-4522
07/10/2011: Send "print ad - Will Shields" to KC Parent Magazine - one full page, Color advertising@kcparent.com
07/18/2011 07/20/2011: Royals playbill ad runs - distributed at game
07/22/2011 07/24/2011: Royals playbill ad runs - distributed at game
August 2011:
08/01/2011: "Print ad - Will Shields" runs in KC Parent magazine - full page, color; also runs in
Ink magazine and Metro Voice News 1/4 page, color
08/05/2011: Send "print ad - Will Shields" to The Independent - 1/4 page Color Mark126@kcindependent.com (Mark Haas)
09/01/2011: "Send "Print ad - Will Shields" to Ink magazine - full page, color info@inkkc.com, (816) 234-4586 and Metro Voice News - metrovoice@kcweb.net, (816)
524-4522
10/07/2011: Send "print ad - Will Shields" to KC Parent Magazine - 1 full page color advertising@kcparent.com
November 2011:
11/01/2011: "Print ad - Will Shields" runs in KC Parent magazine, Ink magazine and Metro
Voice News - full page, color; Send "print ad - Poverty Awareness Month" to Ink magazine half page, black and white - info@inkkc.com, (816) 234-4586 and Metro Voice News metrovoice@kcweb.net, (816) 524-4522
11/30/2011: Send "print ad - Will Shields" to The Independent - 1 full page color Mark126@kcindependent.com (Mark Haas)
73
Schedule
December 2011:
12/8/2010: Send "print ad - Poverty Awareness Month" to KC Parent Magazine - 1/2 page
B&W - advertising@kcparent.com
12/20/2010: Send "print ad - Poverty Awareness Month" to The Independent - 1/2 page
B&W - Mark126@kcindependent.com (Mark Haas)
Schedule
January 2012:
01/08/2012: 1/2 page B&W poverty awareness month ad runs in The Independent
74
Radio Advertising
Cross-Lines will advertise on the following radio stations during the morning drive time:
WOLF Radio
KUDL Radio
Vibe Radio
WOLF Radio
Tim Robisch, Director of Sales
trobisch@entercom.com
The radio station 106.5 The WOLF reaches our target audiences of the younger generation
and women with children. The age of listeners ranges from 18 to 64. More than half of its listeners
have children. Listeners spend more than $50 million a week. Our advertising message will reach
them in short, limited commercial breaks, giving Cross-Lines a higher profile on the station. Country
is the most popular genre of music in the United States. In Kansas City, country is the most popular
genre, with 13.1 percent, followed by Rock and News Talk.
Cross-Lines will run 80 spots on WOLF Radio. It will air the Will Shields ad 60 times over the
course of 12 weeks. This ad will air once per day on weekdays during the morning drive time,
beginning on October 3, 2011 and ending on December 30, 2011. It will air the Poverty Awareness
Month advertisement 20 times over the course of four weeks, beginning on January 2, 2012 and
ending on January 27, 2012.
KUDL Radio
Page Olson, Director of Sales
polson@entercom.com
(913) 744-3662
The radio station 98.1 KUDL attracts listeners who are women aged 25 to 64 years old with
active and productive lifestyles. Forty percent of these women have children in the home. KUDL
cares about the Kansas City community. KUDL has been recognized by the National Association of
Broadcasters with three NAB Crystal Radio Awards for Community Service and received the
prestigious Marconi Award for Large Market Station of the Year. KUDL is Kansas Citys Christmas
music station. This will help seasonal advertisements around Christmas.
75
Cross-Lines will run 40 spots on KUDL radio. It will run the Mom and Kids advertisement 20
times over the course of four weeks. This ad will air once per day on weekdays during the morning
drive time, beginning on March 1, 2011 and ending on March 28, 2011.
KUDL will also run the Poverty Awareness Month advertisement 20 times over the course of 4
weeks. This advertisement will air once per day on weekdays during the morning drive time,
beginning January 2, 2012 and ending January 27, 2012.
Radio
Advertising
Vibe Radio
Donna Sokol
Donna.sokol@cumulus.com
The Vibe reaches our target demographics of the younger generation. Its audience of
390,100 listeners consists of adults aged 18 to 34, with an average listener age of 24. Women are
52 percent of the audience.
Cross-Lines will run 60 spots on Vibe Radio. It will air the Will Shields ad 60 times over the
course of 12 weeks. This ad will air once per day on weekdays during the morning drive time,
beginning on October 3, 2011 and ending on December 30, 2011.
76
Schedule
February 2011:
02/02/2011: Contact 98.1 KUDL to air "Radio ad - Mom and Kids ad." Ad will air weekdays
during drive time in March - 20 spots - beginning March 1, 2011. KUDL contact information:
Page Olson, Director of Sales, polson@entercom.com, (913) 744-3662
March 2011:
03/01/2011 03/04/2011: "Radio ad - Mom and Kids ad" airs once during drive time on 98.1
KUDL
03/07/2011 03/11/2011: "Radio ad - Mom and Kids ad" airs once during drive time on 98.1
KUDL
03/14/2011 03/18/2011: "Radio ad - Mom and Kids ad" airs once during drive time on 98.1
KUDL
03/21/2011 03/25/2011: "Radio ad - Mom and Kids ad" airs once during drive time on 98.1
KUDL
03/28/2011: "Radio ad - Mom and Kids ad" airs once during drive time on 98.1 KUDL
September 2011:
09/01/2011: Contact 106.5 The WOLF and 95.7 The Vibe to air "Radio ad - Will Shields ad."
Ad will air weekdays during drive time in October, November and December - 60 spots for
each station - beginning October 3, 2011. WOLF contact information: Tim Robisch,
Director of Sales, trobisch@entercom.com. The Vibe contact information: Donna Sokol,
donna.sokol@cumulus.com
October 2011:
10/03/2011 10/07/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
10/10/2011 10/14/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
10/17/2011 10/21/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
10/24/2011 10/28/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
10/31/2011 - "Radio ad - Will Shields ad" airs once during drive time on 106.5 The WOLF and
95.7 The Vibe
77
Schedule
November 2011:
11/01/2011 11/04/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
11/07/2011 11/11/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
11/14/2011 11/18/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
11/21/2011 11/25/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
11/28/2011 11/30/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
December 2011:
12/01/2011: Contact 106.5 The WOLF and 98.1 KUDL to air "Radio ad - Poverty Awareness
Month." Ad will air weekdays during drive time in January - 20 spots for each station beginning January 2, 2012. WOLF contact information: Tim Robisch, Director of Sales,
trobisch@entercom.com. KUDL contact information: Page Olson, Director of Sales,
polson@entercom.com, (913) 744-3662
12/01/2011 12/02/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
12/05/2011 12/09/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
12/12/2011 12/16/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
12/19/2011 12/23/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
12/26/2011 12/30/2011: "Radio ad - Will Shields ad" airs once during drive time on 106.5
The WOLF and 95.7 The Vibe
January 2012:
01/02/2012 01/06/2012: "Radio ad - Happy Poverty Awareness Month" airs once during
drive time on 106.5 The WOLF and 98.1 KUDL
01/09/2012 01/13/2012: "Radio ad - Happy Poverty Awareness Month" airs once during
drive time on 106.5 The WOLF and 98.1 KUDL
01/16/2012 01/20/2012: "Radio ad - Happy Poverty Awareness Month" airs once during
drive time on 106.5 The WOLF and 98.1 KUDL
01/23/2012 01/27/2012: "Radio ad - Happy Poverty Awareness Month" airs once during
drive time on 106.5 The WOLF and 98.1 KUDL
78
79
Schedule
February 2011:
02/01/2011: Contact mGive to set up text message donation campaign - 9 months long.
(866) 720-3350
March 2011:
Timeline
81
February 2011
82
March 2011
83
April 2011
84
May 2011
85
June 2011
86
July 2011
87
August 2011
88
September 2011
89
October 2011
90
November 2011
91
December 2011
92
January 2011
93
Budget
94
95
Evaluation
Measures
96
Evaluation Measures
Objective 1:
Objective 2:
Current: Cross-Lines currently has four ways to donate. These are in person, by
mail, through the Internet and by phone.
Goal: Cross-Lines should increase ways to donate by one by implementing a
text messaging campaign through mGive.
Measure of success: For this objective to be successful, Cross-Lines must receive
text donations from more than 5,000 people by January 31, 2012.
Objective 3:
References
98
References
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27, 2010, from http://www.gkccf.org/corporate-giving.aspx?id=2344
(n.d.). Retrieved September 26, 2010 , from Hoovers: http://hoovers.com
99
Charitable Giving In 2010 Set To Remain Strong...And Mostly Female. 18 January 2010. 3 December
2010 <http://www.24-7pressrelease.com/press-release/charitable-giving-in-2010-set-toremain-strongand-mostly-female-132796.php>.
City Union Mission. (2010). Retrieved September 25, 2010 from City Union Mission:
http://www.cumission.org/
References
Cross-Lines Community Outreach, Inc. (n.d.). Retrieved September 25, 2010, from Cross-Lines
Community Outreach: http://www.cross-lines.org/
Fair Tax. (2007). The Impact of the FairTax on charitable giving and nonprofit
organizations. Retrieved September 28, 2010, from
http://www.fairtax.org/PDF/TheImpactOfTheFairTaxOnCharitableGiving.pdf
Fritz, Joanne. Charitable Giving by the Generations. (2010). Retrieved December 3, 2010, from
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http://nonprofit.about.com/od/fundraising/a/generationalgivingstudy.htm
Goodwill Industries. (2008-2009). Retrieved September 25, 2010 from Goodwill Industries Serving
Eastern Kansas & Western Missouri: www.mokangoodwill.org/
Greater Kansas City Community Foundation. (2010). Cross-Lines Community Outreach. Retrieved
September 25, 2010, from Greater Kansas City Community Foundation:
http://gkccf.guidestar.org/NonprofitProfile.aspx?OrgId=1403
Habitat for Humanity Kansas City. (n.d.). Retrieved September 25, 2010 from Habitat for Humanity
Kansas City: http://www.habitatkc.org
Harvesters - The Community Food Network. (2010). Retrieved September 25, 2010 from Harvesters:
http://www.harvesters.org/
How 503c Organization Works for Nonprofits. (2009). Retrieved September 24, 2010, from Small
Business Law Firms: http://www.smallbusinesslawfirms.com/resources/business/businessstructures/503c-non-profit-organization.htm
100
How to Read the IRS Form 990 & Find Out What it Means. (2006). Retrieved September 24, 2010,
from Nonprofit Coordinating Committee of New York, Inc.:
http://www.npccny.org/Form_990/990.htm
Lindbeck, R., & Swartwood, T. (2010, September 9). Cross-Lines Information. (Journalism 676 class,
Interviewers).
Make-A-Wish Foundation. (2010). Retrieved September 25, 2010 from Make-A-Wish Foundation
Missouri Chapter: http://mo.wish.org/
Midwest Center for Nonprofit Leadership. (2009). The 2009 Kansas City Nonprofit Sector at a
Glance Report. Kansas City.
Preston, C. (2010). Charities must find multiple ways to persuade people of different generations to
give, study finds. The chronicle of philanthropy, Retrieved from Http://philanthropy.
Com/article/charities-must-find-multip/64673/
Philanthropy Trends Update. (2008). The Osborne Group, Inc. Retrieved December 3, 2010, from
HYPERLINK "http://www.theosbornegroup.com/corp/downloads/TOG_PhilTrends.pdf"
http://www.theosbornegroup.com/corp/downloads/TOG_PhilTrends.pdf
Research: Giving Habits Of All Gens In Transition. (2010). The Non Profit Times. Retrieved
December 3, 2010, from HYPERLINK "http://www.nptimes.com/10June/news-100603-1.html"
http://www.nptimes.com/10June/news-100603-1.html
Ronald McDonald House Charities. (2007). Retrieved September 25, 2010 from Ronald McDonald
House Charities Kansas City: http://www.rmhckc.org/
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