Communications and Fundraising Guide

2009-2010
Table of Contents

Calendar of Events .......................................................................... 3

Important Communication and Fundraising Events ....................... 5

Fall into Fashion........................................................................... 5

HOPE Dinner & Auction and HOPE Golf Invitational ................. 9

Style Guide .....................................................................................11

Press Release Format .....................................................................13

Social Media ...................................................................................14

Facebook .....................................................................................14

Twitter ........................................................................................15

Fundraising Ideas ...........................................................................17

Fundraising Worksheets ................................................................18

Ongoing Fundraiser .....................................................................18

Special Fundraising Event ...........................................................19

Works Consulted............................................................................20

2
Calendar of Events
2009-2010 School Year

August 17 Academy Open House

August 19 Academy Program Begins

September 3 Preschool Open House

September 7 Labor Day (no school)

September 8 Preschool Program begins

September 30 Doughnuts for Dad

October 7 Picture Day

October 8 Picture Day

October 15-16 Teacher Workday

October 24 Advent/HOPE Fest

October 29 First Quarter Report Card

November 8 Fall Into Fashion

November 24 Thanksgiving Lunch

November 25-27 Thanksgiving Break

December 4-6 Barnes & Noble Book Sale

December 13 Luminary Night

December 17 Holiday Program

December 18 A Night of HOPE

3
December 21-Jan 1 Winter Break

January 4 Priority Registration for students

January 18 MLK holiday

January 19 Teacher Workday

January 21 Second Quarter Report Card

February 15 President’s Day Holiday

March 5 Make-up Snow Day

March 11-12 Science Fair

March 12 Grandparents Brunch

March 26 Talent Show

March 29- April 2 Spring Break

April 7 Third Quarter Report Card

April 18 HOPE Invitational Auction

April 19 HOPE Invitational Golf

Tournament

May 6 Art Show

May 28 Last Day of school

4
Important Communication and Fundraising Events

November 8 Fall Into Fashion

December 4-6 Barnes & Noble Book Sale

December 13 Luminary Night

December 18 A Night of HOPE

April 18 HOPE Invitational Auction

April 19 HOPE Invitational Golf Tournament

Fall into Fashion

After establishing the time and place the event will be held, work should begin
on the overall look and feel of the event and the styling of all advertisements.
The event promotion styling should be consistent and work within the visual
styles and identity of Project HOPE (see style guide).

Work should begin on the visual identity at least 3 months prior to the event.

Step 1: Consider the audience

5
When creating a poster, flyer, etc consider who the audience will be. If the
audience is children, different fonts, color, and images might be used than for an
audience of adults.

Think of key words to describe the event, audience and desired tone to begin
design the visual identity of the event.

Step 2: Consider the information

What information is crucial for the audience to know? This is the typical: who,
what, when, where, and why. A main piece of information that should always be
included is what the costs are and who receives the money.

Step 3: Compile images and information

This step is important because it establishes any needs. Are you missing
information or do you need images?

Step 4: Create poster, flyer, etc

Keep in mind the audience and style guide.

Remember to keep the information concise especially if it is on a poster. People

are interested but only for a brief amount of time. The longer the information
the less people will read.

Step 5: Put visuals out for public viewing

Posters and all visual advertisements should be in place 6 weeks prior to the
event.

6
Post information on Facebook and Twitter to announce the new information on
located Facebook.

Step 6: Create a news release

Creating a news release is an opportunity to show the professional side of

Project HOPE. Get the word out and get out in an industry standard manner.

Here are a few key items every news release should have-

A Hook
Find the hook in the story. Is it the cause? Purpose? Participants? Location?
Why should a news station run the story? Highlight the impact on the
community. As a non-profit organization there is a general interest into how the
non-profit is aiding the community.

Format
News releases should be brief and concise, no longer than one page. (see news
release format section). The format should include a section that identifies the
organization and a contact person block.

Timeliness
News releases should be sent out near the date of the event. Every news station
is different. Many times the new release has to be sent out the weeks prior to the
event in order to make it on the station’s calendar, others need just a week.

7
Example – Press Release

FOR IMMEDIATE RELEASE

MEDIA CONTACT
Lori Schur
(864) 676-0028
schurs3@yahoo.com!
!

LOCAL CHARITY HOSTS “FALL INTO FASHION” FUNDRAISER

TO BENEFIT CHILDREN WITH AUTISM

GREENVILLE, SC – Nov. 4: “Fall into Fashion” with the Project HOPE Foundation as
they team up with local sponsors the Village at Pelham and Walmart on Pelhem Road
and retailer Mariani’s Boutique on Sunday, Nov. 8 at the Thornblade Club in Greer, to
benefit local children with autism.

“Fall Into Fashion,” a ladies tea party and runway show of fall fashions, is set to kickoff
at 2:00 p.m. All proceeds will benefit the Project HOPE Foundation, a local non-profit
organization dedicated to educating and helping children with autism.

“Fall into Fashion is a great opportunity for ladies to enjoy an afternoon of entertainment
and support a great cause." Lori Schur, Chairperson of Project HOPE.

Tickets to the event are $20 and can be reserved by calling (864) 676-0028. For more
information about Project HOPE Foundation or this event, please visit www.
Projecthopesc.org.

Project HOPE Foundation, Inc, a nonprofit organization whose mission is to assist

children with autism spectrum and related disorders, was formed in 1997 by parents of
children with autism. The most current data from the Centers for Disease Control and
Prevention estimate that one child in 150 born will be affected by autism. The founders
of Project HOPE Foundation chose the motto "Help Our Potential Emerge" to
encapsulate their belief that autism is a treatable syndrome.

###

8
HOPE Dinner & Auction and HOPE Golf Invitational

Since this event is the largest fundraising event for Project HOPE work needs to
begin as soon as possible. Work should begin on the visual identity of the event
6-8 months prior. Posters, flyers, save-the-date, brochures and press releases
will need to be done.

Step 1: Consider the audience

When creating a poster, flyer, etc consider who the audience will be. If the
audience is children, different fonts, color, and images might be used than an
audience of adults.

Think of key words to describe the event, audience and desired tone to begin
design the visual identity of the event.

Step 2: Consider the information

What information is crucial for the audience to know? This is the typical: who,
what, when, where, and why. A main piece of information that should always be
included is what the costs are and who receives the money.

Step 3: Compile images and information

This step is important because it establishes any needs. Are you missing
information or do you need images?

Step 4: Create poster, flyer, etc

Keep in mind the audience and style guide.

9
Remember to keep the information concise especially if it is on a poster. People
are interested but only for a brief amount of time. The longer the information
the less people will read.

Step 5: Put visuals out for public viewing

Posters and all visual advertisements should be in place 6 weeks prior to the
event.

Post information on Facebook, and Twitter to announce the new information

on located Facebook.

Step 6: Create a news release

Creating a news release is an opportunity to show the professional side of

Project HOPE. Get the word out and get out in a industry standard manner.

See News Release section for more details.

10
Style Guide
 Logos

11
 Fonts
o Warnock Pro- used for logo and other organization documents
o Use one to two fonts per document or image. The more fonts there
are the more unprofessional the document will appear.
 Colors
o Red is the main color for Project HOPE.
o Website background is green and each division of the organization
has its own color.
 Hope Academy- red
 Hope Reach- yellow
 Hope Alive- blue
 Hope Link- green
 Images
o Avoid clip art.
o Try to use images from Project HOPE
o Include a caption whenever possible that includes who is in the
picture and what is going on.
o Use high quality, high-resolution images for documents.
o Consider the audience and the appropriateness of the image and
placement.
o The images should add, not detract from the message of the
document and it should have a purpose.

12
Press Release Format

 News or press releases are always written in third person.

 Start with “FOR IMMEDIATE RELEASE”
 Headline is next and should include the “hook” of the story. The headline
should be bolded.
 Avoid exclamation points
 The first paragraph should begin with the location “Greenville, SC
(month, day, year)”
 Second, third, and fourth paragraphs should be as accurate and factual as
possible.
o Include quotation from major participant of the organization.
o Remember to include- who, what, when, where, why, how much.
 Include some background information on Project HOPE.
 Include a contact block either at the top left or at the end of the text.
o Example-
MEDIA CONTACT
John Doe
Phone number
Email address

 Include “###” at the end of the text.

13
Social Media

Social media provides a free, inexpensive way to build a sense of

community. All it takes is a little bit of time and social media can
connect people all over the globe that are concerned about autism.

Facebook

Project HOPE's Facebook page

Facebook offers a great opportunity to spread the word about Project HOPE in
highly trafficked media. Many employees, parents and supporters have
Facebook profile pages.

Project HOPE has a Facebook Fan page. This allows people to become “fans” of
Project HOPE and follow what is posted on the page. The success of the page
rests on the number posts and pictures. As with most social media, the more
14
posts, the more fans. Keeping people updated is a great way to keep in contact
with those that will be instrumental during fundraisers and when volunteers are
needed. These contacts should be built and maintained before they are needed.

It is recommended to post news items on the page at least once a week and to
post pictures whenever possible. Also, place topics on the Discussion Board to
facilitate involvement and interaction.

Twitter

Project HOPE's twitter page

Twitter can become a great resource for Project HOPE. Twitter has been
described as miniature blog. The updates are limited to 140 characters. Project
HOPE can “follow” other people’s updates and other’s can follow Project HOPE.
Project HOPE does have to ask to follow any person or organization.

15
Twitter can be a great resource and provide information in a timely and
immediate manner. Twitter accounts such as nonprofitorgs or autismspeaks
produce relevant updates.

Twitter is also an opportunity to increase awareness of autism in a highly public

forum. Autism Twitter Day is December 16th and autism related organizations
and individuals all gather and tweet about timely topics.

16
Fundraising Ideas

Add a “Donate” button to website

 The donate button will allow for individuals to donate immediately upon
viewing the website. This is one of the best low cost ways of raising
funds.

Bake sale

 A typical fundraiser that Hope Academy can use to acquire necessary

funds and can be held with short notice and as frequently as necessary.

Fall for Greenville booth

 This idea requires acquisition of a booth at Fall for Greenville held every
November. This is an opportunity to increase Project HOPE’s impact on
the community and expand its current audience. Items do not
necessarily need to be sold but this event can be primarily informational.
These contacts could bring greater attention to other established
fundraising events.

Children Christmas card sale

 Currently Hope Reach has its children creating Christmas drawings to be

made into nice Christmas cards. This idea could be expanded to the
other divisions and receive more attention. Also, seeking to place the
cards in local retail shops would increase the impact and revenue.

17
Fundraising Worksheets

Ongoing Fundraiser
Period of Fundraising:

Goal:

Plan:

Strategy:

Methods:
1.
2.
3.

Timetable:

Employee/Volunteer Time:

Gross Cost:

Projected Income:
First Week Second Week Third Week

18
Special Fundraising Event

Date:

Event(s):

Planning Committee:

Plan:

Strategy:

Timetable:

Staff/Volunteer Time Needed:

Advertisement/Media Plans:

Gross Cost of Event:

Projected Income:

19
Works Consulted

Bitzer, Lloyd F. “The Rhetorical Situation.” Philosophy and Rhetoric 1.1 (1968): 1-14.

Blichfeldt, Bodil Stilling. “On the Development of Brand and Line Extensions” Journal of

Brand Management 12 (2005): 177-180.

Breakenridge, Deidre, Thomas J. DeLaughry. The New PR Toolkit. New York: FT Prentice

Hall, 2003.

Feinglass, Art. The Public Relations Handbook for Nonprofits. San Francisco: Jossey- Bass,

2005.

Hankinson, Graham. “The Management of Destination Brands Five Guiding Principles Based

on Recent Developments in Corporate Branding Theory.” Journal of Brand

Management 14(2007): 240-254.

Hatch, Mary Jo and James Rubin. “The Hermeneutics of Branding” Journal of Brand

Management 14 (2004): 40-59.

Heath, Chip, and Dan Heath. Made to Stick: Why Some Ideas Survive and Others Die. New

York: Random House, 2007.

Hirschorn, Michael. “About Facebook.” The Atlantic Oct (2007): 148-155.

Stride, Helen, and Stephen Lee. “No Logo? No Way. Branding in the Non-Profit Sector.”
Journal of Marketing Management 23 (2007): 107-122.

20