2. greenroots
communications
May 2nd, 2012
Ryan Groves
Chief Executive Officer
Wishing Well: Water for the World
2501 East Memorial Road
Oklahoma City, OK 73013
Dear Mr. Groves:
Greenroots Communications is a public relations firm comprised of five senior students at
the University of Central Oklahoma. We are pleased to present this campus involvement and
awareness campaign for Wishing Well.
We created a new image to target opinion leaders among college students to increase
campus involvement and raise awareness about Wishing Well and the water crisis.
Greenroots Communications understands the gravity of the water crisis and appreciates
Wishing Well’s efforts to educate young adults on the importance of the water crisis going
on in the world today. Thank you for the opportunity to work with Wishing Well and its staff
to help make a change in the world.
Sincerely,
Jordan Scott Kristen Cordis Tessa Burris
Account Executive Research Director Production Director
Rachel Prince Britney Morris
Creative Director Editor
3. The Team
Jordan Scott
Account Executive
Kristen Cordis
Research Director
Tessa Burris
Production Director
Rachel Prince
Creative Director
Britney Morris
Editor
greenroots
communication
6. Situation Analysis
The Company:
Wishing Well: Water for the World is a registered non-profit based in the Oklahoma City
metropolitan area. They are based on the concept that giving $1 a day would provide clean
drinking water to those in need in the developing world for an entire year. Founded in 2006,
Wishing Well began as a small student organization focused on using the power of creativity
and community to combat the water crisis. Since the start of Wishing Well, President and
CEO Ryan Groves has aimed to inspire local communities to unlock their creative potential
to change the world. Wishing Well wants to explore the power of humanity’s only limitless
resource—the power of ideas. One key distinction between Wishing Well and other water-
related nonprofits is the former’s emphasis on working with college students.
The Crisis:
Currently, there are 1 billion people across the world living without access to clean water.
Eighty percent of diseases in the world are caused by waterborne illnesses.
The Target Audience:
Greenroots’ targeted audience for this campaign will be among current college students
and their opinion leaders at universities located in and around Wishing Well’s headquarters
of Oklahoma City. Current college students come from a wide range of demographics and
psychographics—making their lifestyle habits unique. They are always on the move. They
are always looking to improve their lives and the lives of others around them. As the reach
of social media continues to expand, this generation continues growing right alongside it.
The impact of social media has made the world a smaller place. Research also confirmed
that word-of-mouth is one of the most prevelant channels of communication for the target
market- they trust their friends and want to be in the know. Greenroots Communications
believes that these are critical components in reaching our target audience with information
about the water crisis—and more specifically, about Wishing Well.
Based on research, Greenroots Communications has uncovered several areas where Wishing
Well can make lasting improvements and overcome barriers that they have faced in the past
years. The barriers include: a general lack of awareness about Wishing Well and the water
crisis itself and inconsistent campus involvement and sustainability.
3
7. SWOT:
Strengths:
•Philanthropic cause that appeals to people’s hearts
•Knowledgeable staff
•Concept of $1 is easily understood and achievable among target audiences
•Grassroots following. Greenroots included the grassroots following into the strengths
because it is a unique component that has kept Wishing Well going strong from the
beginning, and deserves recognition according to Groves.
Weaknesses:
•Limited reach capabilities in terms of college communities and partnership
opportunities
•Lack of internal structure in regards to staff and employee contributions
•Inconsistencies among business partners and volunteers in that they don’t always
follow through
•Lack of centralized support for student communities
•Fragmented web presence
Opportunities:
•Expand web presence (social media, website, blogging)
•Expand awareness of the water crisis and Wishing Well
•Infrastructure growth for Wishing Well so they can have more support staff
•Potential for student communities growth
Threats:
•Non-profit competitor market. Examples of competitors include Charity Water, who is
better-funded, and Water is Life that is better known in the Oklahoma City market
•Lack of knowledge and awareness of the water crisis.
•Indifference to the cause among targeted audiences
•The current economic austerity
4
8. Wishing Well’s mission statement is to empower communities to use their creative gifts to
transform the lives of those in the developing world by bringing healing to those in need of
clean drinking water.
Greenroots’ campaign will reinforce Wishing Well’s presence in the non-profit sector,
increase campus involvement, and drive home the importance of the water crisis as a whole
as it relates to current college students in the surrounding states of Oklahoma.
5
10. Research
Primary:
Greenroots Communications created and distributed a survey that sought the following
information about our target market:
•What type events are they most likely to attend?
•How do they find out about these events?
•If attending these events helps them feel more involved with the organization and
campus life?
Based on 86 completed survey’s by our target market Greenroots found the following
insights:
•52.9% of those surveyed found out about events on campus through social media.
Word of mouth came in second as the preferred method with total of 27.1%.
•35.3% of those surveyed are most likely to attend sporting events put on by student
organizations such as flag football, basketball or softball. Events centered around
nonprofits or “causes” came in second with 25.9%.
•When asked what time they are most likely to attend an event an overwhelming
55.3% said night (7:00 p.m. – 10:00 p.m.) and 25.9% said evening (4:00 p.m. – 6:00
p.m.) would be the most convenient.
•94.1% of those surveyed would rather attend an event on campus.
•75% of those surveyed believed that attending student organizations events made
them feel actively involved in their campus community.
When asked if being involved in student organizations made them feel more connected to
the university Greenroots got the following insights:
“Yes, as long as the events provide meaning and purpose. It is important that the
events allow for an individual to feel like they are giving back to a cause or that they
are meeting new people that can either be networking connections or future friends!”
“Although it has been a long time since I have attended an event on campus, I enjoy
them. They usually make me feel like I am doing something for the community.”
“Yes, you have the ability to meet new people and interact with people of the same
interest. Most people who enjoy a student activity/organization will tend to go back
and become increasingly involved.”
“No. Most of the time, I attend student organizations because I am required to by a
teacher. Living off campus, I do not feel involved with the campus, and view college
strictly as going to class to learn and then get my degree.”
7
11. In addition to the survey Greenroots conducted a focus group with members of our target
market. We set the following goals for the focus group:
•Gauge what types of events students enjoy.
•What student organization structure would work best for students?
•How to best communicate and connect with college students.
•Gauge their thoughts on this generation and issues facing it.
The results only furthered our suspicion that college students enjoy being active on campus
but face barriers such as an overloaded schedule and being unaware of the opportunities
available. The participants stated they were more likely to attend events because they had a
friend going or a friend was directly involved in putting the event on. Otherwise, they did not
know when activities were happening and they do not often seek out the information.
“It’s always up to us to find out what events or groups are on campus. If they made it
easier for us to find out what’s going on, that would help.” – Focus Group Participant.
It was clear that the participants enjoyed the activities that allowed them to interact and
meet new people during the event. Examples were given such as concerts, recreational
events such as “Wake up Wantland” (UCO’s welcome week event) and comedy nights.
When asked about volunteering the participants had a very positive response. More than
half of the participants were actively volunteering or had volunteered recently in the
community.
“I don’t want to be a part of something that’s more about grades or whatever. I want
to do more nonprofit and fun stuff [on campus].” –Focus Group Participant.
Greenroots noted that the participants collectively thought that being active in student
organizations to build a resume was common; but when asked later regarding volunteer
projects on resume’s they thought it would be selfish of an individual to have those motives.
“People don’t necessarily understand what giving back is. They talk about the good
feelings that you get.” – Focus Group Participant.
Participants expressed concern over trust and accountability of nonprofits. They believed if
they spent enough time with the members of a non-profit they would feel more comfortable
giving their time and monetary donations. When asked what would help grow trust the
participants suggested a monetary tracking device. The group added that this is would be
even more necessary for non-profits that helped those outside of their community or even
country.
“Being able to track your dollar would be the coolest thing ever.” – Focus Group
Participant.
8
12. When asked to elaborate what else would cause them not to volunteer participants stated
that time commitment is one of the biggest barriers. Projects that were most appealing to
them were ones that they could do in a day and see the results immediately.
“I’m not really a patience person. I want to see the results in front of me.” -Focus
Group Participant.
Participants wanted to volunteer with those that needed their help the most at that very
moment. When asked what they believed to be the biggest barrier facing this generation the
group collectively agreed with the first response given – information overload. They thought
that the constant flow of information only aids in the feeling of being overwhelmed even if
you are not currently involved in many activities.
Greenroots Communications conducted interviews with Wishing Well’s Executive Director
Ryan Groves and with Univeristy of Central Oklahoma’s Director of Student Organizations
Nathan Foster. Through these interviews Greenroots Communications was able further gage
our clients needs and better understand barriers facing new student organizations.
The interview with Groves covered a variety of information such as current Wishing
Well campus support, merchandising campus communities and initiating new campus
communities. Based on this interview Greenroots Communications decided on the following
tactics to improve campus community relations:
•Semester newsletters to keep the campuses engaged and informed.
•Campus community kits to equip new student groups.
•Provide preplanned events and other resources for the communities.
The interview with Foster provided Greenroots with the insight that Wishing Well was not
the only organization facing retention rate problems. Foster sited the biggest obstacle for
organizations as member apathy and participation.
“I like to encourage each of our organizations to continue trying new methods of
getting their members engaged and to communicate those methods that they find to
other organizations.”
Foster explained that UCO has a fairly unique process for new student organizations. The
student association has to approve each new organization. This process has recently been
added to the new online site that allows for anyone to create a organization and then begin
the process of becoming approved. Foster recommends anyone interested in beginning an
organization to first contact the student organization officer
9
13. Secondary:
Greenroots Communications utilized numerous scholarly articles to aid in our understanding
of the relationships with non-profits and universities and how these partnerships can face
challenges but provide benefits for both parties.
An article written by Crystal S. Aschenbrener (Aschenbrener, C. S. (2010). Can Establishing
Partnerships between College Campuses & Non-pofit Organizations Be Mutually Beneficial?
South Dakota: Contemporary Rural Social Work) elaborated on the positve relationship
between non-profits and universities. Ashenbrener sited the Bureau of Labor Statistics of
the U.S. Department of Labor stating that “About 61.8 million people, or 26.4 percent of
the population, volunteered through or for an organization at least once between September
2007 and September 2008” (United States Department of Labor, 2008, p. 1). She went
on to explain the importance of “renewable resources.” This concept generated from non-
profits common fault in not utilizing the volunteer’s time correctly or their inability to
properly communicate with their volunteers. It is vital that non-profits are able to properly
communicate the expected commitment to their volunteers so that they are able to reduce
their turnover rate.
The article also suggested the partnership of non-profits with university class work. These
relationships can be beneficial as long as the non-profit considers the following:
•Able to provide a list of short term and long term needs to be met.
•Consider the amount of students involved in the project.
•The possible negative associations a student may have with a “mandatory” project.
The article spoke to the specific benefits a student may find in partnering with a non-profit.
Due to the lack of funding and amount of staff at non-profits many students may find
professional experiences and promote professional values to those students who may soon
beginning their careers. In addition, non-profits provide excellent networking opportunities
through fellow volunteers as well as those who sit on the board of directors.
Aschenbrener continued to expand on the non-profits opportunity to work with the upcoming
generation to instill within them their values and the understanding of the benefits of
volunteering. These connections can lead to interns who may provide the needed support to
assist in keeping the non-profit active and on track to meeting their goals.
Other resources utilized were Student Guide to Starting a College Club or Organization
produced by universities outside of the University of Central Oklahoma. These provided
Greenroots with insights into the processes and possible barriers facing new organizations.
The guides utilized were produced by Aultman College ((Fehlman, B. (2010). Student
Guide to Starting a College Club or Organization. Aultman College Student Life) and
The Westminister Campus (Reeves, A. (2007). Handbook for Starting a Student Club.
Westminster Campus).
10
14. This infomration led us to design our community start up kits to insure that the needed
information would be provided. The guide provides the information on the following topics:
•Benefits to students active on campus
•A check list on becoming a new organization
•Suggestions on how to recruit for new members
•Assistance with PR and Advertising for student organizations
•Steps to planning a successful event
•Rules and regulations regarding fundraising
•Frequently Asked Questions
All of these insights, both primary and secondary led Greenroots to form a public relations
campaign to further Wishing Wells presence through campus communities.
11
16. Objectives
Objective 1:
To increase the number of campus communities in Oklahoma and the surrounding states
from four to eight by August 2013.
Objective 2:
To increase awareness of the water crisis among current college students by 20 percent by
August 2013, versus levels at the start of the campaign.
13
18. Strategy
Overall strategy:
Greenroots overall strategy is to target opinion leaders among college students to increase
campus involvement and raise awareness about Wishing Well and the water crisis.
First, it is important to reiterate that current college students are Greenroots targeted
audience. Their unique lifestyles make their media consumption habits consistently
inconsistent. They receive news and awareness from both non-traditional and traditional
media outlets. The students also rely heavily on social media, and word-of-mouth from
various opinion leaders and community influencers. Knowing this, Greenroots wants to use
three overarching themes to drive the message home with the intended audiences.
Social Media:
Greenroots recognizes the impact social media has on the targeted audiences and to
respond, Greenroots suggests Wishing Well look into a service that allows a user to access,
monitor, and post to all or select social media outlets, all from one convenient site, rather
than having to access each one individually.
One specific service that Greenroots recommends using is HootSuite, a free or paid service
that allows you to connect each one of your social media accounts for easy access all at
once. Choosing the free service allows you to connect up to 5 social media profiles and 2
RSS feeds. The paid version, which is $5.99 per month, would allow for unlimited social
media profiles, as well as analytic information from each of the social media outlets and an
archive of all tweets from Twitter. It also allows for one additional “team member” to help
manage these accounts.
With this service, Wishing Well will be able to keep each one of the social media outlets
updated with up to date information without the hassle of having to log in to each site
individually. This not only save time, but it will also make sure that you’re reaching every
possible bit of your target market in the case that you might post on one outlet, but not the
other. In addition, HooteSuite allows for users to plan updates months in advance. Wishing
Well would be able to save time with pre-written tweets and updates about upcoming events
and news regarding the water crisis.
15
19. Based on research, Greenroots created events aimed at capitalizing on the impact word-of-
mouth communications has on the target audience. All events are designed to generate buzz
and educate, empower, and engage the target audiences.
Educate:
One key message Greenroots wants target audiences to grasp is the urgency of the water
crisis itself. Close to one billion people live without access to clean water. That is more than
three times the entire population of the United States. Imagine if every citizen living in the
United States (times three) were facing a problem with potable water. Greenroots wants to
educate the prospects about the water crisis. All EDUCATE events are designed to increase
awareness about the water crisis and invite students to further increase each individuals
knowledge about Wishing Well.
Empower:
Another key message that Greenroots wants to showcase through this campaign is the
power of a united college group. Successful campaigns in the past show that student
movements need no more than to just be told that whatever is set out to accomplish can be
accomplished. Greenroots wants to empower the student groups across the United States
by reminding them of their own creative potential and skills. All EMPOWER events will be
staged by individual student groups based on what they see as a fit for their universities, but
based on suggestions and creative support from Wishing Well.
Engage:
After educating and empowering current college students, it is important that Wishing Well
maintains campus partnerships and stays engaged with their student community groups.
Sustainability is critical and attainable through the ideas presented in this campaign. All
ENGAGE events are designed to create buzz and keep the Wishing Well name in the forefront
of students minds.
16
21. Messaging
Key Messages:
Wishing Well works to empower college students to use their creative gifts to help combat
the water crisis. Greeenroots will establish these core messages as a result of this
campaign:
•At Wishing Well, the objective is to unlock creative potential among individuals and use their
gifts in ways that draw awareness and change in regards to the water crisis.
•The ideas of college students are limitless and powerful. Together, Wishing Well and college
students can make a substantial difference in the lives of those without the basic need of
clean drinking water.
•By engaging with Wishing Well, college students will be able to make a lasting impression
on their campuses through their efforts and activities at those universities.
Audience Specific Messages:
•To potential faculty/staff advisors: Helping students develop skills for the professional side
of life is one thing—but to work alongside them in activities that go beyond the workplace is
something more. By being available to students as an advisor to their campus communities,
faculty and staff members will have a deeper appreciation for their university and its
students.
•To potential college campus community members: Being a student at a university gives
students a responsibility in and of itself. By stepping into a the position of leadership
that a campus community would entail, these students will develop a higher sense of
humanitarianism and team building skills that will enrich their lives well past their years at
their university.
Activity Specific Messages:
•“E” events: (ENGAGE, EDUCATE, and EMPOWER) During all “E” events, campus
communities will distinguish themselves from other campus organization groups by
engaging students in unexpected ways, while relating the seriousness of the water crisis.
•ENGAGE: The “All-Campus Water Fight” event in September of Greenroots campaign year
will initiate Wishing Well’s presence on the university by interacting with student groups
in fun and exciting ways that create a spirit of involvement to be carried throughout the
remainder of the semester.
Greenroots other ENGAGE event, “Dive-In Movie Night,” scheduled for January of the
campaign year, will reignite students about Wishing Well’s presence on their campuses as
students are just returning to campus from holiday break.
As Wishing Well is dedicated to using creativity and community-inspired events, both of
these ENGAGE events embody this due to their uniqueness.
18
22. Activity Specific Messages Continued:
•EDUCATE: Wishing Well has dedicated its purpose to educating local communities about
the water crisis and funding water projects in the developing world. All EDUCATE events will
address the issues of the water crisis in ways that resonate with local campus communities.
Facts are hard to ignore, such as—a child dies every 20 seconds due to a water-related
illness. Currently, one billion people lack access to clean drinking water. It takes less than $1
a day to get clean drinking water for someone for an entire year.
•EMPOWER: Wishing Well began as a humbled college student group. Therefore, Wishing
Well believes in the power of these campus communities starting something on their own.
All EMPOWER events are designed to place the power in the hands of each individual
community group. These groups know what’s best for their communities and Wishing Well is
leaving this activity up to their discretion—pending company approvals.
•Wishing Well Summer Summit: Taking place during the summer of Greenroots campaign
year, this summit will allot time for campus community members to gain insights into how
other groups are working on their campuses. This creates an opportunity for feedback over
the previous semester successes and failures and for idea sharing for the upcoming school
years. These summits will create cohesion as the communities join together to collect their
thoughts and ideas as they approach the upcoming school year.
19
24. Tactics & Timing
The following events are recommended for the 2012-2013 time frame.
August:
•Launch social media: update Twitter, blogs, Facebook, and the website with updated
information for communities to reference and engage. Greenroots recommends that
Wishing Well utilize HooteSuite.
•Welcome back newsletter: send out to current communities to excite them for the coming
semester.
•Begin conversation with target universities to gauge interest in establishing Wishing
Well communities on their campuses. Send out informational packets to the targeted
universities student affairs departments (will be continued monthly throughout the year).
•Wishing Well interns and/or community members (from other schools) travel to local
target universities to participate in welcome week activities.
•Contact University Relations and student media sources at target campuses to announce
the new student organization.
September:
•ENGAGE Event: “All-Campus Water Fight” to promote the universities Wishing Well
campus communities
The campus communities will plan and promote an all-campus water fight to bring
awareness to Wishing Well. Members of the community will hang up and pass out
flyers prior to the ENGAGE event. Using social media to promote the event will also
be beneficial.
The campus communities will provide buckets, water guns, water balloons, and
Slip N’ Slides for students to use for the water fight. Individuals will be
allowed to bring their own water toys (guns, balloons, slides) to contribute to the
event. Informational tables will be set up at the event site and members will actively
speak to participants about Wishing Well throughout the evening.
•Remind communities through email blasts to utilize promotional materials.
•Begin booking Wishing Well employees and interns for EDUCATE events on campuses.
This will involve a member of the Wishing Well team coming to the college campuses and
participating in the EDUCATE event described in November.
21
25. October:
•Mid-term check-in: halfway through semesters, check in with Wishing Well advisors and
executive boards for status of their communities. Wishing Well will provide support and aid
when/where needed.
•Encourage Wishing Well communities through soical media updates to participate in their
universities homecoming activities.
November:
•EDUCATE Event: Wishing Well employees or interns host an informational night about how
Wishing Well is working to solve the water crisis.
This event focuses on Wishing Well employees traveling to the different college
campus communities to share the message about the water crisis and educate those
individuals that know nothing about the problem. Prior to the EDUCATE event,
campus communities will pass out flyers and get the word out on campus that a
member of Wishing Well will be there sharing their story, information about Wishing
Well, as well as information on how to get involved.
On the day of the event, the Wishing Well employee(s) that have traveled to the
campus will spend the day on campus handing out flyers and promotional items to
encourage students to attend the event later that evening. The event will be held on
campus and refreshments will be served.
December:
•Urge Wishing Well communities to host a “Library Blitz” during dead week. The blitz will
be designed for the communities to hand out water bottles with Wishing Well information to
students studying for finals.
•Please note that many of the spring activities mirror those in the fall because Greenroots
wants Wishing Well to maintain a known name on campuses throughout the year. It is
important that new students at the universities are educated on Wishing Well and returning
students continue to be involved.
January:
•Begin conversation and outreach with a new group of target universities to form
a relationship and gauge interest in establishing Wishing Well communities on their
campuses. Informational packets will be sent to the universities student affair departments,
which will be continued monthly throughout the year.
•Welcome Back Newsletter: send out to current communities to excite them for the coming
semester.
•Wishing Well interns and/or community members from local schools travel to target
universities to participate in welcome week activities.
22
26. February:
•ENGAGE Event: “Dive-in Movie” - promote university Wishing Well campus community
Campus communities will plan a dive-in movie evening where they will rent out the
campus pool (if a campus does not have a pool, a local indoor pool will be used).
A movie will be shown on a projector screen that has been set up and concession like
refreshments will be served. Members of the campus communities will be in
attendance to talk to those attending the event and answer any questions they may
have. Research confirmed that university Student Affairs department often have equipment
available for student ogranizations to rent for free. The budget reflects the cost for
universities that do not have this option available.
Prior to the event, the campus communities will hand out flyers for the dive-in event
that will tell the location, time, and details.
March:
•EMPOWER Event: “Tell One Tell All” - student members of university campus community
will go out in the city to promote Wishing Well and educate about the water crisis.
Each university will team up with a local organization that they feel will be beneficial
in empowering the public. The hope in this event is that people outside of the
campus can learn more about Wishing Well.
By telling one person about the water crisis, an individual is doing their part in
helping. Word of the water crisis will be spread throughout the city and become
more well-known and individuals will start to become active.
•Mid-term check-in: halfway through the semester check in with Wishing Well advisors and
executive boards for status of their communities. Wishing Well will provide support and aid
when/where needed.
April:
•Secure contact information of returning Wishing Well executive board members. These
addresses and contacts will be used for newsletters the following semester and additional
information that may need to be sent to the campus communities by Wishing Well.
•Wishing Well Summer Summit: Registration begins
The summit will be an event put on by Wishing Well that will allow for the leaders
and advisors of all campus communities to come together. The summit will allow the
communities to exchange ideas, learn more about what they can do for the water
crisis, and prepare for the following year. A university will host the retreat and lunch
and T-shirts will be provided. See Appendix B for details on how to register.
23
27. May:
•Registration ends for Wishing Well Summer Summit
June:
•“Social Media Blitz” for upcoming Wishing Well Summit
July:
•Wishing Well Summit
24
29. Budget
Campaign Expenses
Posters- 250 @ $1.75 each $ 450
Map of targeted campuses $ 5
Website domain- $12.50/mo $ 150/yr
Informational packets- 50 @ $5 each $ 250
1
3rd party vendor benchmark survey $ 15,000
total: $ 15,855
Community Kits- (25 Kits)
Informational video 2 $ 40
Flyer/Press releases templates 3 $ 6.50
Contact info $ 6.50
Fact sheets $ 6.50
FAQS $ 6.50
Advisor criteria sheet $ 6.50
Calendar $ 6.50
Community guidelines $ 6.50
total: $ 85.50
Travel Expenses
Airline- 3 trips 4
$ 2,000
Hotel $ 500
Taxies $ 200
total: $ 2,700
Event Expenses
Water Fight Event
Buckets (10) $ 20
Water guns (20) $ 200
Water balloons (1350) $ 18
Flyers 100 @.75 $ 75
Slip N’ Slides 4@$40 $ 160
total: $ 475
Library Blitz Event
Water bottles (1000) $ 100
Labels (1000) $ 10
total: $ 110
Dive-In Movie Event
Projection screen ‘33 rental $ 800
Pool rental for 3 hours $ 300
Movie $ 20
Supplies for concession stand (water, chips, $ 200
candy, etc.)
5 lifeguards on staff for 3 hours $ 150
Flyers 100 @ .75 $ 75
total: $ 1,545
26
30. Wishing Well Summit
Conference room $ 100
Food/Drinks $ 250
Miscellaneous materials $ 50
T-Shirt give-a-ways $ 250
$ 650
Total Expenses $ 21,420.50
Wishing Well Actual Expense 5 $
6 18,640.50
1 Survey to measure the awareness of the water crisis before the campaign begins.
2
Information video will be provided by Wishing Well.
3 Templates will be provided and each college community will be responsible for printing.
4
Three trips are scheduled to Texas A&M in College Station, University of Missouri in
Columbia, Missouriand the University of Colorado in Boulder, Colorado.
5
Each event will be sponsored by the community not Wishing Well, this is just an estimate
on how much each event should cost for the college community. The Wishing Well actual
expense is what they will provide for the communities and for the campaign.
6 Please not that liability insurance will be needed for large Wishing Well events; however
estimates for that are not included in the budget.
27
32. Evaluation Methods
Objective 1: To increase the number of campus communities in Oklahoma and the
surrounding states from four to eight by August 2013.
Evaluation Plan: During a midterm check in, ommunities will email a list of active
members and actives that they excuted. Wishing Well will evaluate the status of the
campus communities to determine their success to date. By doing this, Wishing Well
can give feedback to the communities and provide helpful tips to enhance the program.
At the Wishing Well summit in July, the members of the executive boards will evaluate
their successes and failures to date, and revise plans accordingly so they can continue to
increase the number of Wishing Well campus communities.
Please note that this plan is deliberately designed to evaluate the success of the campus
expansion efforts in August 2013, despite the turnover of students that is likely to occur
from August 2012 to August 2013. Greenroots wants each campus to be able to monitor
sustainability even through the turnover rates of students.
Objective 2: To increase awareness of the water crisis among current college students by
20 percent by August 2013, versus levels at the start of the campaign.
Evaluation Plan: Wishing Well, through a third-party vendor, will conduct a pre-campaign
benchmark survey to determine water crisis awareness among current college students.
Please note that the targeted percentage increase in awareness for this goal is subject to
change based on results of pre-campaign survey. A post-survey will be conducted in August
2013 to evaluate whether Wishing Well has met the objective.
Greenroots realizes that the cost to execute this evaluation method could be extremely
high, and therefore not feasible for Wishing Well at this time. If so, alternate evaluation
methods would be needed.
29
34. Research Citations
Primary:
Foster, N. (2012, April 4). Coordinator of UCO Student Organizations. (R. Prince,
Interviewer)
Focus Group
Survey
Secondary:
Aschenbrener, C. S. (2010). Can Establishing Partnerships between College Campuses &
Nonpofit Organizations Be Mutually Beneficial? South Dakota: Contemporary Rural Social
Work.
Fehlman, B. (2010). Student Guide to Starting a College Club or Organization. Aultman
College Student Life.
Jeffrey Milem, M. C. (2005). Making Diversity Work on Campus: A Researc Based
Perspective. Association American Colleges and Universities.
Kezar, A. J. (2001). Understanding and Facilitating Organizational Change in the 21st
Century: Recent Research and Conceptualizations. San Francisco : Jossey-Bas A Wiley
Company.
Reeves, A. (2007). Handbook for Starting a Student Club. Westminster Campus
31
35. Interview Questions
1. What are the steps to becoming a student organization at UCO?
2. Did UCO develop their own guidelines or where these modeled off of another university?
3. What do you think are the biggest challenges facing student organizations?
4. What advice would you give a new student organization?
32
36. Focus Group Questions
Goals of the focus group:
•Gauge what kind of events students enjoy
•What student organization structure would work best for students?
•How to best communicate and connect with college students
•Gauge their thoughts on this generation and issues facing it.
1. Ice breaker question:
2. (3-4mins) What has been your favorite event on campus? (If they are unable to think of
one – ask what type of event would they want to see on campus?)
3. (3-4mins) What type of student organization/ group would you most likely join?
4. (2-3mins)What type of organization do think is most beneficial to you and the campus?
(i.e social, major related or nonprofit)
5. (5-6mins) What type of volunteer work have you all participated in? What made chose to
volunteer with these nonprofits?
6. (3-4mins) What type of volunteer opportunities are available to UCO? (Are students
aware of the Volunteer Service Learning Center (VSLC) and the type of programs they offer
students?)
7. (2-3mins)How much time would you be able/willing to give to a student organization?
What factors go into this decision?
8. (2-4mins) How do you think this generation is different from others?
9. (3-4mins) How do you think this generation becomes inspired?
10. (3-4mins) What do you think the biggest global crisis facing this generation? Follow up
question – what do you know about the water crisis?
Total of 26 – 36 minutes
33
37. Survey Questions
The purpose of this survey is to figure out what types of students are involved with what
type of student organizations with a certain cause/mission attached to them.
1. Age
2. Gender
3. Type of Student-
4. Class
5. What medium do you hear about student organizations?
6. What types of events thrown by student groups are you most likely to attend?
7. Are you more likely to attend a student organization event during your class hours or
“after” hours?
8. How many student organization events have you attended during last semester?
9. Do attending student org. events make you feel actively involved with your campus
community?
10. Are you more likely to attend student organization events that are on campus or off
campus?
34
40. Community Kit
Community Guidelines:
Wishing Well is so excited that you are interested in starting a Community! When beginning
a Community there are a few guidelines that we ask you and your community to follow as
you are representing Wishing Well.
1. Educate yourself on the water crisis! We want you to be our local expert in your
community and it is vital that you can communicate this crisis correctly.
2. Recruit everyone and anyone you know! Once a community has begun you must
begin to bring in those who can continue the organization in years to come. Wishing
Well Communities are vital to our success in solving the water crisis and we want your
community to play a major roll in this effort.
3. Be prepared to implement the “The Three E Events” if we can assist you with any of
these please let us know.
4. When using the official Wishing Well logo please be conscious of what you are putting it
on. You are representing an organization as a whole and we want to have a positive image in
your community!
5. Be aware of the time commitment. We promise that it will be more than worth it but we
want you to know that it will take a commitment from you!
6. Wishing Well has a summer retreat every summer for Wishing Well Community Executive
Board members and we want you there! Dates are TBA and will be announced on the
Wishing Well website.
37
41. Community Kit
Advisor Guidelines:
Wishing Well recommends the to utilize the following guidelines, that may go beyond your
universities requirements, when selecting your communities advisor. This individual will
be a vital resource, especially during your first year, and it is important that they have a
passion for the position.
1. Do not merely ask a faculty/staff member to be an advisor for their signature. Explain
the purpose of Wishing Well and the time commitment that your community will need. This
individual should be your biggest supporter! Make them as passionate about the solving
the water crisis as you are.
2. Examine their class load/schedule to evaluate whether they will be able to fully support
your communities needs. Many Universities require an advisor to be present during evening
activities on campus – ensure that the advisor is aware and willing to attend.
3.They should be your advocate: chose someone who will promote your Wishing Well
community among fellow faculty and staff as well as in the classroom!
38
42. Community Kit
Campus Community Events:
September: ENGAGE Event – All-Campus Water Fight
An all-campus water fight will be held during the month of September to bring students
together to kick off the school year and promote the Wishing Well campus community.
Buckets, water guns, water balloons, and Slip N’ Slides will be provided by the
communities for students to participate in the water fight, but all students are encouraged
to bring personal water toys as well. This event is a great way to spark an interest in the
minds of students and faculty members to become interested in the water crisis and
become involved in the community.
November: EDUCATE Event – Wishing Well Informational Night
A spokesperson from the Wishing Well team (either an employee or intern) will host an
informational night on campus to better educate students and faculty. This presentation
will include the individual speaking about Wishing Well and the water crisis, as well as
providing statistics and examples about the everyday struggle. On the day of the event,
the Wishing Well spokesperson will be on campus to hand out flyers and promote the
presentation.
February: ENGAGE Event – Dive-In Movie
The second ENGAGE event will be held during the month of February to start off the spring
semester. The dive-in movie is a great way to have fun and get students interested and
involved with Wishing Well. The campus communities will provide a screen and movie to
watch in the pool on campus (or local community pool), as well as snacks. Members and
faculty advisor will be there to share information about Wishing Well and talk to individuals
throughout the evening. The engage events are a great way to meet new people and spread
the word on the water crisis.
March: EMPOWER Event – Tell One Tell All
This event gives the campus communities an opportunity to reach out to their surrounding
city and be creative on how to get more individuals involved in Wishing Well and the water
crisis. With this, the campus community is encouraged to be creative and partner with
one of the local organizations to come up with an event. By getting the outside community
involved, the campus communities will be doing their part in spreading the word about the
water crisis and empowering others to do the same.
39
43. Community Kit
2013 Wishing Well Summit:
Wishing Well is excited to announce the first annual 2013 Wishing Well Summer Summit.
This event that will bring together all campus community leaders and faculty advisors for a
day full of information and idea sharing. The leaders of Wishing Well, as well as a few guest
speakers, will be there to talk about the company and provide a great deal of information.
There will also be workshops to better educate all of the leaders and provide handouts
and brochures with information to take back to the other members of the each campus
community. Open discussions will take place for ideas to be exchanged and new ideas to be
formulated.
All are expected to be in professional attire and come with information on the 2012-2013
Wishing Well campus community year.
TO REGISTER: visit the Wishing Well website www.wishforwater.com. The website allows
everyone to either register online or print off the form and email directly to the Wishing
Well offices.
Please register as soon as possible to reserve a spot at the 2013 Wishing Well Summer
Summit.
40
44. Community Kit
2013 Wishing Well Summit Agenda
9 a.m. – Check in
10 a.m. – Welcome address by Ryan Groves
10:35 a.m. – Guest speakers from well established not for profit organizations
12:00 p.m. – Lunch break
1:00 – 3:00 p.m. – Workshops
•Additional handouts will be provided at check-in that will go into further detail on
workshops, the rooms, and times.
Room #1
Wishing Well – This workshop is designed to provide faculty advisors and campus
community members with a more in depth understanding of Wishing Well. An update
on the year will be provided and any questions will be encouraged to be asked.
Room #2
Study of Developing Countries – A speaker will talk about developing countries and
the areas of the world that are battling the water crisis. At risk countries will be
discussed.
Room #3
2012-2013 Water Crisis Statistics – This is a workshop designed to provide an
overview of the current water crisis situation and what the efforts are improving. It
will provide individuals a clearer picture of what the efforts are doing.
3 p.m. – Open discussion
4 p.m. – Closing address by Ryan Groves
4:30 p.m. – Additional questions
5:00 p.m. – End of 2013 Wishing Well Summer Summit
41
45. Community Kit
Company Overview:
Wishing Well: Water for the World is an Oklahoma City based 501(c) 3. Founded in 2006, Wishing Well focuses on using
creativity to bring clean water to those in the developing parts of the world.
CEO Ryan Groves began Wishing Well in 2006 as a small student
organization at Oklahoma Christian University whose purpose was to
raise awareness about the water crisis. After travelling to Africa
himself in 2008, Groves set out to establish Wishing Well in the non-
profit sector and enhance the group’s role in fighting against the
crisis.
Wishing Well has the business model that giving $1 will give
someone clean water for an entire year. Through a partnership with
a sister company, Water4, Wishing Well’s primary focus is to raise
funds and awareness about the water crisis as a whole.
The Mission:
There are currently one billion people living without access to clean water. Wishing Well’s mission is:
To empower communities to use their creative gifts to transform the lives of those in the developing world by bringing
healing to those in need of clean drinking water.
The Communities:
What sets Wishing Well apart from other water charities is their emphasis among college campuses. Wishing Well has
campus communities set up at Yale, the University of Oklahoma, Abilene Christian University, and at Oklahoma Christian
University. These communities are encouraged to host events and activities on their campuses to engage students with
the Wishing Well group. Events have ranged from rooftop concerts to art shows to water walk events.
The Wells:
Wishing Well has successfully funded clean water
projects in nine different countries resulting in a direct
impact on the lives of more than 35,000 men, women,
and children. Their primary areas of focus are in sub-
Saharan Africa. The first well project was completed in
Addis Ababa, Ethiopia in 2008. Other countries assisted
include Kenya, Uganda, Rwanda, and Haiti.
42
46. Community Kit
New Campus Community Questions and Answers
1. How can I start a Wishing Well Community on my campus?
A: [Insert Company Response.]
2. When I need to contact Wishing Well, who should I contact?
A: [Insert Company Response.]
3. Is there a way that people can help besides donating money?
A: [Insert Company Response]
4. Can our advisors be adjunct faculty or just staff members?
A: [Insert Company Response]
5. When our campus group wants to throw an event, will Wishing Well help fund the
event or do we raise the funds ourselves?
A: [Insert Company Response.]
6. Can our campus go with Wishing Well to build a well?
A: [Insert Company Response.]
For additional information contact us:
E: ryan@wishforwater.com A: 2501 E. Memorial, Edmond Okla. 73013
P: 1.405.521.2711 H: Mon-Thurs 8-5, Fri-Sat 8-12
43
47. Community Kit
FOR IMMEDIATE RELEASE [TEMPLATE]
Student group is formed to help bring clean water to those who need it
[Name of University] Group partners with Non-Profit
[Insert Dateline]— [University Name] begins a student group that will assist an Oklahoma City
based non-profit in bringing clean water to the developing world.
There are currently one billion people living without access to clean drinking water around the
world. Unclean water causes 80 percent of the world’s diseases and claims thousands of lives
every year. Close to 4,500 children die daily from parasites and disease from a lack of clean
drinking water.
Wishing Well: Water for the World was founded in 2006 by Ryan Groves after he travelled to
sub-Saharan Africa and saw firsthand accounts of how the water crisis impacted its people. The
organization itself began as a student group and grew to 501(c)3 status.
Wishing Well’s vision is to use creativity and community support to raise funds for well projects.
They have successfully changed the lives of more than 35,000 people in nine different countries
as a result of their clean water projects.
By agreeing to start a Wishing Well community on campus, this group will be responsible for
several ‘E’ events throughout the semester. These events include a water fight, a dive-in movie
night, and other educational events geared towards enlightening [University’s
campus/students] about the water crisis. **
**[Greenroots recommends the community starters use this template to write their own press
release to send to their campus newspapers. Include details of what students initiated the
founding of this community and include quotes from its members. Additional information
regarding Wishing Well or the water crisis can be obtained during community establishment
conversations with Wishing Well.]
44
48. EDUCATE
YOURSELF
ON
THE
WATER
CRISIS
<UNIVERSITY
NAME>
WELCOMES
RYAN
GROVES,
PRESIDENT
AND
FOUNDER
OF
WISHING
WELL:
WATER
FOR
THE
WORLD
<WHERE>
<WHEN>
45
Community Kit
Flyers for Community
There
are
currently
one
billion
people
living
without
access
to
clean
water.
Wishing
Well’s
mission
is:
To
empower
communities
to
use
their
creative
gifts
to
transform
the
lives
of
those
in
the
developing
world
by
bringing
healing
to
those
in
need
of
clean
drinking
water.
49. Community Kit
Flyers for Community
Nearly 4
XX million die
A child dies
every year
every 20
due to water-
seconds borne
illnesses
80% of all 1 billion
diseases people live
come from without
contaminated access to
water clean drinking
sources. water
70% of the More than 2.5 billion
world’s 50% of the gallons of
freshwater world’s well water are used
supply is projects fail daily to water
all the golf
devoted to after the first
courses in the
agriculture year. world
A 5 minute
shower in The average
America uses water weight
more water carried by
than someone women &
living in Africa children totals
uses in a
whole day
50 lbs.
Wishing Well: Water for the World
<Name of University> Wishing Well is a student group that will assist
and Oklahoma City based non-profit in bringing clean water to the
developing world. Wishing Well’s vision is to use creativity and
community support to raise funds for well projects. Learn more about
the water crisis and Wishing Well at the next meeting.
<University Name>
:
<Where>
<When>
46
50. WISHING
WELL WATER
FIGHT
<UNIVERSITY
NAME>
<WHERE>
47
<TIME>
Community Kit
Flyers for Community
There
are
currently
one
billion
people
living
without
access
to
clean
water.
Wishing
Well’s
mission
is:
To
empower
communities
to
use
their
creative
gifts
to
transform
the
lives
of
those
in
the
developing
world
by
bringing
healing
to
those
in
need
of
clean
drinking
water.
