2. Overview
● UWGC campaigns stimulated more than $84 million dollars.
● Largest and most successful fundraising organization in Gloucester County.
● UWGC offers 18 programs and services offered through 28 partner
agencies.
● Corporate and employee workplace contributions are the chief support
system of the UWGC donations.
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3. Primary Research - Millennials
98% of students have never
donated to The United Way
100% of students surveyed are
willing to donate time or
money.
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4. Primary Research - Businesses
Online survey targeting current businesses and individual donors-
● 63% of donors donated the previous 10 or more years
● 27% of donors of five years or greater
● Nine out of 10 current donors are part of an employee wage program.
● 18% of businesses were willing to donate services
● Respondents want to focus more attention on younger donors
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5. Primary Research - Community
Members
Gloucester County Residents Intercept Survey
● 80% of GC residents have heard of UWGC
● 75% do not know what UWGC does.
● 53% of residents are willing to help if they had more information
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6. Social Network URL Purpose Comments Issues
Twitter @gloucesterva Reminders All of the tweets
seem like they are
reminders. Should
tweet even after
the event
- Need to include
pictures in tweets.
-Tweets are not
consistent with
Facebook posts
Facebook https://www.
facebook.
com/uwgcnj/
Promote events Facebook looks but
lack consistency
Post not frequent
enough to gauge
audience’s
following
Homepage http://uwgcnj.org Promotes UWGC,
lists all their
events and ways to
donate
The website has is
too busy. All of the
events and
fundraisers are on
one page making it
too much to read
-no social media
toolbar on website
-Formating is
outdated
-User interface
difficult to use
Instagram N/A N/A We learned that an
IG account exists ;
however it is
difficult to find.
Instagram not
found
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7. Primary Research- Social Media
Audit
● Twitter and Facebooks posts are inconsistent with each other
● Facebook posts are not updated often enough to engage the public
● Website is outdated and user interface is subpar to other non-profit
agencies
● Need to revamp their entire social media presence
● Need to post about their events on their Twitter
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8. Audiences
Internal External
Partner agencies
Board members and stakeholders
Previous/current individual donors
*Previous/current corporate donors
Unsolicited small business owners
Previous/current volunteers
*Gloucester County residents
Intermediary Special
*Media
Human resource managers
Retirees
Other United Way chapters
South Jersey non-profits
*Millennials
Volunteers working with other charities
Residents outside Gloucester County
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9. Audience Ranking
Priority Targets Secondary Targets
Must Influence Should Influence
Likely to Influence *Media
Previous volunteers
Previous individual donors
*Millennials
*Gloucester County Residents
Current individual donors
Current volunteers
*Current corporate donors
Unlikely to Influence *Former corporate donors Retirees
Human resource decision
makers
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10. Force Field - Millennials
Driving Forces Restraining Forces
Passionate, issue-driven millennials are now working and
able to donate
Many millennials come into the workforce with college
loans
United Way offers a variety of organizations to donate to
or partner with
Many organizations run counter-intuitive to the political
views of many millennials
UWGC offers one of the highest per dollar donations of
any charity in the region.
Results of donations and their impact not shared well by
UWGC to donor
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11. Change Agent Message- Millennials
Present State Message Desired State
Millennials are either unaware of
the UWGC or unsure about its
function.
The UWGC is Gloucester
County’s premier charitable
destination for volunteering or
financial assistance.
County residents benefit from a
wide variety of services and
programs targeted at specific
needs. Millennials will feel
happy to help your community.
Educated millennials will know
the donating options of the
UWGC along with the charitable
purpose and function of the UW.
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12. MAC Triad - Millennials
Audience Message Channel
Newly employed millennials
Recent college graduates
Soon-to-be college graduates
Entry level corporate
management
The UWGC offers
customizable, issue-specific
donation options to maximize
the impact of your donation.
The UWGC caters to specific
needs, which you can choose,
and proudly maintains one of
the highest percentage of every
dollar given to be donated.
Digital media (as established by
the other group)
Face-to-face meetings
Take-home print brochure
Social Media Platforms
High School Outreach
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13. Force Field - Media
Driving Forces Restraining Forces
UWGC hosts many newsworthy events
throughout the year.
United Way does not supply the media with
press releases, media advisories etc.
Members of the Gloucester county and South
Jersey area benefit from UWGC
Other organizations have better relationships
with the media.
UWGC is the largest charitable organization in
Gloucester County.
Other local UW chapters cover larger
geographical areas and therefore receive more
coverage.
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14. Change Agent Message - Media
Present State Message Desired State
The local media only somewhat
recognizes UWGC and it’s
efforts within the community.
-UWGC the largest charitable
organization in Gloucester
county.
-UWGC services benefit the
whole county and its efforts
bring the community together.
The media recognizes UWGC’s
power to bring the community
together while giving back to
those in need.
The seasonal events create
relevant coverage local media
will report year after year.
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15. MAC Triad - Media
Audience Message Channel
The Media UWGC brings community
members closer together
through volunteerism and
special events that foster
community relationships.
Pitch Letter
Press Releases
Media Kit
Radio Announcement
Special Events
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16. Force Field - Business Owners
Driving Forces Restraining Forces
Donating profits and salary to less fortunate
improves others’ quality of life.
Lack of transparency and updates from
donations by UWGC.
Charitable works generate positive publicity in
their business and local communities.
Positive image doesn’t always correlate to
increased profits.
Working with the UWGC and their agencies
increase networking.
No guaranteed business relationship outside
UWGC.
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17. Change Agent Message -
Business Owners
Present State Message Desired State
Corporate Donors, both current
and past, hesitate to donate to the
UWGC due to a lack of
transparency and follow-up
about the precise impact of their
donation. Feelings about
generating publicity are mixed
because some do not see its
necessity and question its ethics.
Gloucester County residents
support businesses who support
the community. By partnering
with the UWGC business
owners can choose to donate to
someone they know who is in
need.
Donors understand the value of
community. Increased
transparency by the UWGC will
increase satisfaction and
generate feelings of gratification
among donors to boost morale.
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18. MAC Triad - Business Owners
Audience Message Channel
Large current donors
Small current donors
Large former donors
Small former donors
Gloucester County residents
seek community unity and look
to local businesses to lay the
framework for charity and
building up their community.
Partnering with UWGC will
allow you to make the greatest
impact financially and morally
while gaining invaluable
business exposure and positive
publicity.
Direct phone calls
Direct mail
Email
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19. Force Field - Community Members
Driving Forces Restraining Forces
Gloucester county residents have heard of
UWGC
Residents donate to more well-known
organization.
Residents would like to help UWGC They are unaware of UWGC’s main mission
UWGC is multifaceted and covers a wide range
of fundraising activities
Residents are financially unable to donate
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20. Change Agent Message -
Community Members
Present State Message Desired State
Although, residents know about
UWGC’s name, they are
unaware of UWGC’s work and
overall mission.
UWGC is an organization that
allows you to either allocate or
designate your donations rather
than limiting it.
By donating your time and
money you get a sense of
fulfillment and do something
good for people in your
community.
Residents will recognize
UWGC as the “one stop shop”
for charitable donations
benefiting the entire county.
With this, they will donate and
recommend to others.
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21. MAC Triad - Community Members
Audience Message Channel
Community Members Donating to UWGC allows
people to help a number of
organizations in need, rather
than limiting it to only one.
Donating to charity in general
is a fulfilling experience that
makes you feel good about
giving.
Special Events
Fliers
Email Blast
Blog
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22. Issues
Issue: Millennials remain unaware of the
UWGC.
Objective 1.0: By November 2016, educate 20%
of Gloucester County Millennials on the
volunteer and donation opportunities of the
UWGC.
Issue Local media are not always aware of
UW’s efforts and events.
Objective 2.0: Raise UWGC’s awareness in the
among local media by 75% within the first six
months and increase resulting media coverage
by 30% within one year.
Issue: United Way operates within small
geographic territory and has less opportunity to
attract donors and volunteers than their
competition.
Objective 3.0: By November 2016, create 30
new relationships with previously unsolicited
businesses or newly opened-companies.
Issue: The community does not know enough
about United Way’s mission in Gloucester
County.
Objective 4.0: Increase public awareness by
30% within the local community in the first 12
months and persuade 15% of the population
to commit.
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23. Objective 1.0: By November 2016, educate 20% of Gloucester
County Millennials on the volunteer and donation opportunities of
the UWGC.
Strategy 1.1: Appeal to millennial’s sense of philanthropy and educate
them about donating to or volunteering for UWCG’s large partner
network.
Tactic 1.1.1: Daily UWGC “Push-Posts” on social media sites to
generate awareness.
Tactic 1.1.2: Create a millennial-driven video to show in local
high school’s morning announcements.
Objective 1.0
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24. Carry Out - Millennials
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All images are courtesy of various artists under the Creative Commons.
25. Objective 2.0
Objective 2.0: Increase UWGC’s presence in the local media by 30%
within the first 12 months
Strategy 1.2: Develop mutually beneficial relationships with the media
that will result in goodwill and publicity about UWGC’s mission and
contributions to the community.
Tactic 2.1.1: Write and pitch a feature story, “Humans of
Gloucester,” to Gloucester County Times and South Jersey Times.
Tactic 2.1.2: Host 3 special events per year that seek media
coverage.
Tactic 2.1.3: Create comprehensive media kit including
backgrounder, press releases, biosketch etc. 25
27. Objective 3.0: By November 2016, create 30 new relationships with
previously unsolicited businesses or newly-opened companies.
Strategy 3.1: Appeal to new business’ s desire to be connected,
integrated and an integral leader in the community and persuade them
to become donate financially or volunteer pro bono services.
Tactic 3.1.1: Schedule face-to-face meetings to introduce newly
opened and unsolicited businesses to the United Way of
Gloucester County.
Tactic 3.1.2: Send direct mailer to new or unsolicited businesses.
Objective 3.0
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28. Objective 4.0: Increase public awareness by 30% within the
community in the first 12 months.
Strategy 4.1: Educate the community about UWGC’s mission and
appeal to their sense of giving to get them to commit.
Tactic 4.1.1: Create print newsletter/brochure to inform audience 35
years and older.
Tactic 4.1.2: Inform community member of UWGC’s events via
direct mail or cooperative marketing with other organization.
Tactic 4.1.3: Participate in county fair with informational booths
Tactic 4.1.4: “Humans of UWGC” blog that highlights testimonials
from people who have benefitted from UWGC.
Objective 4.0
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29. Strategy 4.2: Promote UWGC community events to increase
attendance by persuading the public that their attendance will benefit
citizens in the community, each event will foster a stronger
community.
Tactic 4.2.1: Host “trick or trunking” or “ Easter egg hunt” to
raise funds and increase community involvement.
Tactic 4.2.2: Create radio advertising for events on local radio
stations.
Objective 4.0 Increase public awareness by 30% within the
community in the first 12 months.
Objective 4.0
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31. Evaluation 1.0
Objective 1.0: By November 2016, educate 20% of Gloucester County
Millennials on the volunteer and donation opportunities of the UWGC.
Follow up surveys to Gloucester County millennials in December
2016 to gauge retention of volunteer and donation information
reinforced by social media.
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32. Evaluation 2.0
Objective 2.0: Increase UWGC’s presence in the local media by 30%
within the first 12 months
Conduct media audit across all platforms including print, broadcast,
and online media to measure UWGC’s presence in local media.
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33. Evaluation 3.0
Objective 3.0: By November 2016, create 30 new relationships with
previously unsolicited businesses or newly opened companies.
Compare the number of businesses working with UWGC in 2015
compared to the number working by the end of 2016
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34. Evaluation 4.0
Objective 4.0: Increase public awareness by 30% within the community
in the first 12 months.
Conduct surveys 6 months after campaign to measure awareness
level of the local community
Conduct Social media audit to measure awareness by using analytics
to calculate increase in mentions,follows,interactions.
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35. Budget
Projected Total Cost: $26,750
● Social Media Promotion- $2,000
● Millennial-Targeted Video- $3,500
● Rowan Homecoming Rental Space- $350
● GC Students Give Back Scholarship Program- $3,100
● Face to Face Meetings- $0
● Residential Direct Mailers (qty. 10,000) - $2,500
● Philly Phreedom Walk & Run- $2,000
● Business Mailers- (qty. 250+) $200
● Recognition of Service Awards and Letters (qty. 200) - $100
● Travel and Hospitality- $500
● UWGC Inaugural Charity Golf Tournament- $12,500
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