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Carolina For The Kids

Style Guide
20152016

Prepared by Haley Waxman, 2016 Publicity Chair

Organizational Overview
Mission
The mission of the Carolina For The Kids Foundation is to provide major emotional, medical, and
financial support for the patients and families served by UNC Childrens Hospital.
Our mission statement should be put on everything we can include it on. It is our driving force
and guides our every action as an organization.

About CFTK
Carolina For The Kids is a year-round philanthropic organization located at UNC-Chapel HIll.
CFTK is the largest student-run fundraising organization in the state of North Carolina. Over the
course of the year, we hold a variety of events, such as our Kilometers For The Kids 10K, 5K, and
Fun Run, our Benefit Reception live and silent auction, and our 24-hour no-sitting, no-sleeping
Dance Marathon. Each year, over 2,000 Carolina students pledge to raise at least $150 and
stand for a full day in solidarity of the families of North Carolina Childrens Hospital. Since our
inception in 1999, we have been able to raise over $4.28 million for the patients and families of
N.C. Childrens Hospital, with $570,561.48 raised last year alone.

Goals, Priorities, and Values

In the organizations 20132018 strategic plan, the following are identified as our main goals:
Increase the total funds Carolina For The Kids Foundation raises, and thus, is able to
contribute to the patients and families served by North Carolina Childrens Hospital
Improve Carolina For The Kids Foundations overall organizational efficiency
Improve Carolina For The Kids Foundations stakeholder engagement
While measured using different metrics, these goals must be reached through accomplishing
these areas of excellence:
Establishing a concrete base of donors by developing long-term donor relationships and
giving options
Growing and instilling an organization-wide culture of mutual support, accountability,
empowerment, long-term thinking, and transparency
Centering all of our actions and efforts around our cause and in support of our mission
Supporting our dancers so that they may be fully engaged with Carolina For The Kids
Foundation
Becoming more efficient in order to establish operational excellence through processes,
culture, and a sustainable work-life balance
The core values of Carolina For The Kids include advocacy, compassion, dedication, ingenuity,
and teamwork

Graphic Style
Logo & Wordmark
Full Color

One Color

Block Icon &

Variations
Icon should only appear in a different color scheme when alone
and must only use the main organizational colors (except yellow)
with white details.
Wordmark should be used on a white
background whenever possible and have
space surrounding it equal to at least one-third
the height of the blocks, though preferably
more when possible.
The text part of the wordmark can also be
used separately from the icon, and should be
when the icon would be too small and cause it
to lose detail.

Graphic Style
Typefaces
Raleway is our main display typeface used for titles and headlines. It should not be used for
anything longer than a few sentences.
Open Sans is our main sans-serif typeface and should be used for longer passages of text and
body copy, especially for items intended solely for electronic use.
Tahoma is our secondary sans-serif typeface for use when Open Sans is unavailable, particularly
when using email clients (Gmail) where Opens Sans is not an option.
Garamond is our primary serif typeface, used for more formal applications or printed materials with extended copy.
Adobe Garamond Pro is the preferred version of this typeface. Use as an alternative to Open Sans.

Colors
Sunshine

Coral

Steel Blue

Turquoise

Sea Foam

Charcoal

Carolina Blue

CMYK
3, 0, 59, 0

CMYK
0, 48, 56, 0

CMYK
71, 38, 15, 1

CMYK
64, 0, 21, 0

CMYK
51, 0, 42, 0

CMYK
0, 0, 0, 70

CMYK
39, 14, 0, 0

RGB
0, 117, 163

RGB
66, 194, 205

HEX
#0075A3

HEX
#42C2CD

RGB
RGB
250, 242, 136 247, 154, 114
HEX
#FAF288

HEX
#F78A72

Secondary colors (sampled below the

hexadecimal values) should be used as accents
to create depth and supplement the main
colors above. Carolina Blue is the only one
that doesnt have derivative tints and shades

RGB
RGB
RGB
124, 201, 170 109, 110, 113 150, 192, 230
HEX
#7CC9AA

HEX
#6D6E71

HEX
#96C0E6

and should only be the University-chosen PMS

278. CFTK prefers a bold, clean, vivid graphic
style. While artwork is not limited to the colors
above, consistent use of them helps to cement
a solid graphic identity for the organization.

Written Style
Organizational
Carolina For The Kids
Carolina FTK or CFTK are acceptable on
second reference or when used informally
to members of the organization. Foundation
is always acceptable, though not required,
following (Carolina For The Kids Foundation).
The foundation is also acceptable on second
reference if the full name has been used.
Benefit Reception
Our annual live and silent auction organized
by the Event Donations Committee held in
the beginning of the spring semester. Benefit
Reception should always be capitalized and
never abbreviated.
Board of Directors
Oversees the entire organization and ensures
that the mission of Carolina For The Kids is
always being fulfilled, while ensuring ethical
and legal integrity and approving key decisions
of the Executive Board. The board is acceptable
on second reference when there is no mention
of the Executive Board.
clinic
Carolina For The Kids Foundation is funding
the building of a $2.5 million pediatric primary
care facility in partnership with UNC Childrens
and North Carolina Childrens Promise. The
interim location of the clinic opened on July 13,
2015.
chairs
The 14 committee leaders who make up the
Executive Board along with the Executive
Director. Chair should follow sentence case
when used by itself, but it should be capitalized
when used in conjunction with a specific title
(e.g., Publicity Chair). The terms chairman or
chairwoman are never acceptable.

committees
The Carolina For The Kids structure consists of
14 committees, each led by a committee chair
and comprised of three to six subchairs and up
to 40 committee members. Specific committee
names should be capitalized, but committee
should always be lowercase when used by
itself (e.g., Publicity Committee, the committee).
Use of an ampersand is preferred to the word
and in committee titles. For more information
on the committees, see the Committee
Descriptions section.
dancers
Participants in the 24-hour Marathon. Dancers
should follow sentence case.
Executive Board
The main leadership team of Carolina For The
Kids comprised of 14 committee chairs and
the Executive Director. Executive Board should
always be capitalized and not abbreviated.
Executive Director
The head of the Executive Board. Executive
Director should always be capitalized and never
abbreviated.
For the Kids
The focus and motto of the organization. When
used in this way, both For and Kids should
be capitalized, otherwise, sentence case is
acceptable. FTK is acceptable in all internal
communication and on second reference
otherwise.
For the Kids Fund
One of our staple grants that is used to cover
costs incurred by families not otherwise paid
for by insurance. FTK Fund is acceptable on
second reference or first internally.

Written Style
Kid Co-Captains
Current or former patients of the hospital
who are partnered with teams of dancers at
the marathon. KCC is acceptable on second
reference or first internally.
Kilometers For The Kids
Formerly the 5K FTK, Kilometers For The Kids
is our large fall fundraising event comprised
of our 5K, 10K, and Fun Run. Kilometers FTK or
KFTK are acceptable on second reference or on
first reference in internal communication.
motivators
Participate in six-hour shifts at the Marathon
and are responsible for helping to keep dancer
morale up. Motivators should follow sentence
case.
patients and families
Keep our work in perspective by saying we
benefit or support patients and families of
the hospital rather than the hospital itself
unless space is limited. Simply families is also
acceptable.
Parents Night Out
One of our staple grants where we provide
a hot and healthy free meal to families in
the hospital. PNO is acceptable on second
reference or first reference internally.
Recruitment Weeks
During the year, we have three recruitment
weeks: Committee Recruitment Week, Dancer
Recruitment Week, and Motivator & Volunteer
Recruitment Week. These should all be
capitalized and abbreviating on second
reference (first reference internally) is
acceptable (i.e., CRW, DRW, MVRW).

Ronald McDonald House of Chapel Hill

One of our community partners and past grant
recipient. Ronald McDonald House or RMH is
acceptable on second reference.
subchairs
Each of the 14 committees has 36 subchairs
selected by the committee chair to assist
with more intensive duties and be leaders
within the committee. Subchair should be one
word, not hyphenated, and follow the same
capitalization rules as chair.
UNC Dance Marathon
Formerly the name of the entire organization,
UNC Dance Marathon now refers solely to
the 24-hour event that takes place annually
in March. UNCDM or Marathon are always
acceptable on second reference and
acceptable on first reference when used in
internal communications. Marathon should
always be capitalized. Dance Marathon is
acceptable only in informal communication
to people associated with UNC-Chapel Hill or
on second reference (but simply Marathon
is preferred for second reference). When
referring to a certain Marathon, the following
formats are acceptable:
2016 UNC Dance Marathon
18th Annual UNC Dance Marathon
UNCDM 2016
volunteers
Work three-hour shifts at the Marathon and
help Operations with staffing the event.
Volunteers should follow sentence case.

UNC and the Hospital

Campus Y*
Both the building and organization on campus
used annually for Kilometers For The Kids.
Should not be shortened.
Carolina*
This diminutive is acceptable only in quotes
and on second reference to athletic teams at
the University of North Carolina at Chapel Hill.
Chapel Hill*
A town, not a city. It is governed by a Town
Council, and it has both a mayor, who
is elected, and a town manager, who is
appointed.
Dean E. Smith Center*
Smith Center is acceptable on first reference
when locating an activity. Use the full name
in other cases. Dean Dome is unacceptable,
except in quotes.
Fetzer Gym
The location of the Marathon. Simply Fetzer is
acceptable in internal communication or on
second reference.
First-year*
UNC-Chapel Hills preferred alternative to
freshman. Note hyphenation.
General Alumni Association*
GAA is acceptable on second reference or first
reference internally. Alumni association is also
acceptable on second reference.
Kenan Stadium

North Carolina Childrens Hospital

Refers to the building and organization housed
within on UNC-Chapel Hills campus. N.C.
Childrens Hospital is also acceptable on first
reference. Should never be preceded by the.
The hospital is acceptable on second reference.
Old Well
Tar Heel
UNC-Chapel Hill*
UNC-CH is acceptable on second reference. The
University is acceptable on second reference if
no other university appears in the story.
UNC Childrens
The newly rebranded term to refer to N.C.
Childrens Hospital and all related childrens
health services of the UNC Hospitals system.
Still being phased into use, so the exact terms
of use are still being developed. Never follow
with Hospital or precede with the.
UNC Health Care System*
Owned by the State of North Carolina and
based in Chapel Hill. It includes the School of
Medicine and UNC Hospitals, as well a network
of community medical practices and a home
health agency
UNC Hospitals*
The hospitals are N.C. Memorial Hospital,
N.C. Cancer Hospital, N.C. Childrens Hospital,
N.C. Neurosciences Hospital and N.C. Womens
Hospital. Its acceptable to use UNC Hospitals
on first reference when saying that a person
was treated at UNC Hospitals or died at UNC
Hospitals. Specify which hospital when relevant
to the story. Treat as a singular noun.

*Adapted from the UNC School of Journalism and Mass Communication Stylebook

Notes
All rules developed in this style guide should take highest precedent when writing on behalf of or
in reference to the organization. Otherwise, all copy should follow the rules of the 2014 edition
of the AP Stylebook.
Carolina For The Kids maintains an online subscription to the AP Stylebook and credentials can
be requested from the Publicity Chair or Copy Edit Subchair.
Though an organization run by college students, all alcohol references should be kept to an
absolute minimum when associated with the organization. One notable exception is explaining
rules or specials of a bar night benefiting the foundation. Except for very rare and unusual
circumstances, there should never be any references to illegal drugs or actions.
Pronouns used to refer to a person should always be their preferred pronoun, regardless of any
style rules (he, she, they, ze, etc.). As noted, they and their are acceptable as singular. Titles with
gender-neutral alternatives should be used if possible (chair instead of chairwoman).
While not endorsed or advised by the AP Stylebook, the Oxford or Serial Comma is acceptable
(though not required) in materials not sent for publication in other outlets (press releases, etc.).
As noted in the previous page, confusion still exists as to usage between UNC Childrens and N.C.
Childrens Hospital, and their usage will be evolving as the hospital transitions between them. As
a general rule, N.C. Childrens Hospital refers to the building and the organization housed within,
while UNC Childrens extends further and includes N.C. Childrens as well as other childrens
health services of UNC Health Care.

Email
As a general rule, all emails sent from organizational accounts should be signed For the Kids or
FTK. All organizational email accounts should also have signatures with the following format:

Full Name (bold)

Title, Carolina For The Kids (Foundation)
Office: 919.843.6991 | Cell: XXX.XXX.XXXX
carolinaftk.org | @carolinaftk

Haley Waxman
Publicity Chair, Carolina For The Kids
Office: 919.843.6991 | Cell: 336.457.0473
carolinaftk.org | @carolinaftk

Make sure the URL and Twitter handle both link to their respective pages.

Committee Descriptions
Campus Fundraising coordinates CFTK fundraising efforts through a variety of means, including
organizing benefit nights. The committee works with a variety of groups such as athletes, the Greek
system, Carolina Fever and many other student organizations.
Community Outreach serves as a liaison between CFTK and the surrounding community. Outreach
works to increase involvement in all aspects of the organization, especially publicity and volunteer
participation. The committee also seeks to engage the community through events such as Festifall.
Corporate Marketing is the main avenue through which the organization solicits corporate donations. It
is responsible for creating large corporate partnerships, as well as contacting and working with both large
and small companies interested in sponsoring the organization through monetary donations.
Donor Development is responsible for all individual donors, University, and Alumni relations and
development. This includes continually reaching out to donors through letter pushes, thank you letters,
and periodic organizational updates. This committee is responsible for maintaining alumni relations
as well as University and community development through on-campus awareness programs and offcampus information forums.
Entertainment is responsible for securing both on- and off-campus performers for all 24 hours of the
Marathon. They collaborate with other committees to create the minute-by-minute schedule for the
Marathon and are responsible for coming up with new and exciting activities during the Marathon.
Event Donations is responsible for planning the annual Carolina For The Kids Foundation Benefit
Reception, which is a live and silent auction held to celebrate and raise funds for the organization. The
committee is responsible for hosting this event as well as procuring all items for the auctions by visiting
and establishing relationships with businesses. Additionally, Event Donations will solicit incentives for all
major events and fundraising pushes.
Finance is responsible for managing budgets, monitoring transactions, reviewing and improving
requisitions and keeping Carolina For The Kids Foundations financial databases current. Additionally,
Finance is responsible for increasing funds procured through foundational grants and coordinating onand off-campus canning efforts throughout the year.
Fundraising Projects coordinates the creation and sales of all organizational merchandise. They are also
responsible for the coordination of existing dancer fundraising opportunities and the development of
new avenues for dancer fundraising through larger-scale events for dancers.
Hospital & Family Relations concentrates on expanding and solidifying the relationship between N.C.
Childrens Hospital, the patients and families of the hospital, and CFTK. The Hospital & Family Relations
committee is involved in family recruitment and building relationships with doctors and nurses, as well as
creating ways for students to be involved at the hospital and with the children.
Morale & Recruitment is responsible for recruiting dancers, motivators, and volunteers to participate
in the Marathon. Also included in this committee is the continual maintenance of organizational morale
throughout the year. Morale & Recruitment focuses on keeping dancers engaged throughout the year
leading up to the Marathon and serving as dancer team captains.

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Committee Descriptions cont.

Operations organizes and executes all logistical details of the 24-hour arathon, the Kilometers For The
Kids race series, other major events, and CFTK meetings throughout the year. This committee works with
University officials and outside groups to reserve equipment, book rooms, and handle other logistic tasks for
the other 13 committees.
Publicity is responsible for all communication on behalf of the organization, both internal and external.
The main responsibilities of this committee include creating, editing, and publishing written content,
coordinating media coverage, designing graphic materials, managing social media accounts, and ensuring all
members of our community are communicated with via email and other outlets.
Supply & Logistics is responsible for soliciting in-kind donations for all Carolina For The Kids Foundation
events outside of the Benefit Reception, as well as soliciting food donations for dancers at the Marathon. The
committee also coordinates annual Harris Teeter, Wal-Mart and Target pushes.
Technology manages both the organizational and fundraising websites and coordinates all multimedia
coverage and projects throughout the year and at the Marathon. This committee is responsible for working
with the 13 other committees to ensure that the organization is effectively implementing and using
technological solutions.

2015 Contact Information

Executive Director
Meagan Barger
executivedirector@carolinaftk.org
(704) 315-7295

Entertainment Chair
Megan Fullarton
entertainment@carolinaftk.org
(443) 370-6590

Morale & Recruitment Chair

Caitlinn LaScala
morale@carolinaftk.org
(919) 218-9166

Campus Fundraising Chair

Matt Hodgin
campusfundraising@carolinaftk.org
(919) 475-0956

Event Donations Chair

Emily Wayland
eventdonations@carolinaftk.org
(919) 621-1450

Operations Chair
Stuart Agnew
operations@carolinaftk.org
(703) 965-0890

Community Outreach Chair

Elizabeth Brown
outreach@carolinaftk.org
(704) 657-1788

Finance Chair
Hunter Cornelius
finance@carolinaftk.org
(919) 280-5808

Supply & Logistics Chair

Brittany Smith
supply@carolinaftk.org
(919) 215-4878

Corporate Marketing Chair

Elizabeth Soffer
corporatemarketing@carolinaftk.org
(314) 603-3575

Fundraising Projects Chair

Hannah Mebane
fundraising@carolinaftk.org
(336) 831-6846

Donor Development Chair

Michelle Kramer
donordevelopment@carolinaftk.org
(240) 723-7370

Hospital & Family Relations Chair

Chelsea Krivanek
hospital@carolinaftk.org
(704) 682-1999

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2015 Contact Information

Executive Board cont.
Publicity Chair
Haley Waxman
publicity@carolinaftk.org
(336) 457-0473

Technology Chair
Jacob Blount
technology@carolinaftk.org
(252) 675-0473

Publicity Subchairs

Technology Subchairs

Copy Edit
Will Schoeffler
newsletter@carolinaftk.org

Website
Madison Stark
website@carolinaftk.org

Graphic Design
Emily Helton
graphics@carolinaftk.org

Multimedia
Stephanie Beckett
multimedia@carolinaftk.org

Social Media
Amy Tsai
socialmedia@carolinaftk.org
Media Relations
Elisabeth McFarland
media@carolinaftk.org