High point community foundation campaign plan

HIGH POINT COMMUNITY FOUNDATION
CAMPAIGN PLAN
Team 2
Kate Hensley, Morgan Lambert,Terence LeGare,
Jenny Norcross, Kendyl Trevena

Table of Contents
Executive Summary.........................................................................................................................2
Situation Analysis.........................................................................................................................3-4
Research Findings............................................................................................................................4
Target Audiences.............................................................................................................................4
High Point Community Foundation Flowchart...............................................................................5
Messages..........................................................................................................................................6
Goals and Objectives....................................................................................................................6-7
Strategies....................................................................................................................................8-10
Tactics......................................................................................................................................10-18
Timeline...................................................................................................................................18-22
Budget...........................................................................................................................................22
Gantt Chart..............................................................................................................................23-27
Monitoring and Evaluation.......................................................................................................28-29

High Point Community Foundation Campaign | 2
Executive Summary
The High Point Community Foundation (HPCF) is facing a problem, or an opportunity, depending on
which way you want to look at it. And we have the solution.
The HPCF opened in 1990 and hired staff in 1998. Since then, the 501(c)(3) nonprofit organization
has been “planting seeds of greatness” in the city of High Point, North Carolina by contributing to a variety of
causes (e.g. education, children, bike race) that ultimately nurture and grow the city. Despite the HPCF’s legacy
and history of “doing well by doing good,” the organization is a nonprofit, and thus does not have any funds
coming in by way of profits to support its charitable initiatives in the city. Currently, seniors are the long-time,
loyal donors to the organization as well as its causes and, for the most part, are local to the city of High Point.
At this time, local awareness regarding the HPCF is low. This campaign will allow the HPCF to target a younger
demographic of potential donors, raise awareness among those individuals, and get them to donate; overall, it will
instill the spirit of giving in the city and bring in more donations over a long period of time. Our mission with this
campaign is twofold: (1) to bring in a new, younger age demographic of donors and (2) to raise awareness in the
local community about the HPCF, its mission, goals, and legacy of contributing to the betterment of the city of
High Point, North Carolina. The campaign will be executed by way of easy-to-implement publicity strategies (news
articles, Catalyst magazine, etc.), events, and online social media strategies.
The campaign consists of two goals, three objectives, and a number of strategies, as well as tactics, to meet
the Foundation’s needs and bring in a sustainable, younger demographic of donors. The first goal (Goal #1) in this
campaign is to target a new age group of 30-59-year-olds and get them to donate to the Unrestricted Funds. The
objective for Goal #1 is to increase this new demographic of donors by 50% by the end of the 2015 philanthropic
year. This will be done through news articles, the Catalyst magazine, newsworthy stories, and events. The second
goal (Goal #2) for this campaign is to increase local awareness of the High Point Community Foundation and
increase the understanding of giving habits into the community. This goal has two objectives. The first objective is to
see a 50% increase in the number of times and Unrestricted Gift is given by the end of the 2015 philanthropic year.
The second objective goes into the realm of social media: increase the number of “Likes” and Followers on social
media sites by 100% respectively by the end of the 2015 philanthropic year. These objectives will be met through
online giving, an updated website, and incentives for donations in the Unrestricted Gifts fund.
This campaign consists of specific, headache-reducing step-by-step strategies, tactics, and staffing
requirements throughout the rest of this “Campaign Plan” document. Besides this easy-to-implement campaign

3 | High Point Community Foundation Campaign
outline, we have also included some of the work we’ve already done that is ready for use (e.g. new website).
Situation Analysis
A situation analysis is conducted to outline the strengths, weaknesses, opportunities, and threats to an
organziation. This analysis is helps to narrow the focus on goals and objectives for the HPCF. The High Point
Community Foundation has several features that make the organization more desirable to donors. All gifts are tax-
deductible. This is appealing to donors because it can be seen as being rewarded for the donation they give. Gifts
that are donated to the HPCF stay in the community. This way a donor is able to see where their money goes and
how it is being used to improve the community. Lastly, anyone can donate to the HPCF. This makes it very desirable
for everyone who wants to donate. There is no limit or minimum of money a donor can donate as an unrestricted
gift. This allows the foundation to create a more diverse range of donors that donate all different amounts of money.
As with every great organization, the HPCF has a number of strengths along with a number of weaknesses.
Right now, the organization is only targeting a specific market of donors, a weakness that is of concern. This market
is an older age group (60+), wealthy and white. The HPCF wants to start targeting a younger (25+) middle-class
market to expand their target market and receive more donations. The non-profit also do not currently possess a
strong social media presence. If the HPCF wants to target to this younger age group, social media is an up-and-
coming form of technology that the younger market is already involved in. Having a Facebook page, a Twitter
account, and possibly an Instagram account can help grow the target market significantly and get the younger age
group more involved. The HPCF currently has a Facebook page with very little “likes” on it. It is important to
improve this so there is a strong social media presence to target the new age group.
The HPCF has many potential opportunities that can be obtained through this campaign. This campaign
can really help the Foundation grow and get on track to be successful and improve the direction they want to go
in. The HPCF has the opportunity to imrove their image. They want to change their image from a non-profit that
takes donations from a wide range of typically older, wealthier individuals and disperses it as they see fit; to a strong
organization determined to make the community a better place. Lastly, the HPCF wants to broaden their donor
base to anyone who can give. They can get away from relying on their current donor base and move to a broader
donor base.
When it comes to threats to the HPCF, the main threat the foundation faces is the other community
foundations in the state. There are several different community foundations in the state. The HPCF focuses mainly

on the High Point area. There are a total of 19 community foundations when it comes to direct threats to the
HPCF. Two other community foundations located in the Piedmont Triad are The Community Foundation of
Greater Greensboro, Inc. and The Winston-Salem Foundation. There are also many other foundations and charities
throughout the state of North Carolina. These are all potential threats to the HPCF. By getting the HPCF better
known in the area, the Foundation will be able to gain more donations and grants to make a larger name for their
organization.
Research Findings
In order to gain a better understanding of the local, public awareness of the HPCF at this point in time (pre-
campaign implementation), we decided to conduct some research. Our team performed some Internet searches on
the HPCF and questioned our team members, all students of High Point University, on our own levels of knowledge
and awareness of the organization. Google.com searches rendered results that are a few years old, in terms of news
stories, and were only published once or twice by one news publication. In terms of our team, we are all students
of High Point University who have been involved with charitable and cause-related initiatives throughout our four
years of study, and, prior to this campaign, we had not heard of the High Point Community Foundation. The public
today has a great number of organizations vying for their attention and donations on a daily basis, and without
regular updates and reminders from the HPCF the public is going to forget about the foundation, and not think to
come to first to donate to a charitable cause. Thus, it is imperative that the HPCF sends constant “reminders” out to
the public by way of events, social media, news coverage, and the other strategies and tactics that we have described
in this campaign plan.
Target Audience
The current target market the High Point Community Foundation has is an older age group (60+), wealthy
and white. They want to expand their donor base by targeting a younger (25+) middle class market. Our campaign
will help the HPCF gain this donor base by using social media, public relations tactics, and possibly getting
companies involved in donating.

GOAL 1
Target a new age group of 30-59 year olds
and get them to donate to the unrestricted
funds.
GOAL 2
Increase awareness of the High Point
Community Foundation and the understanding
of giving habits into the community
OBJECTIVE 1
50% increase
in the number
of times an
unrestricted gift
is given by the
end of the 2015
philanthropic year.
OBJECTIVE 2
Increase “Likes”
and Followers by
100% respectively
by the end of the
2015 philanthropic
year.
OBJECTIVE 1
Increase the
donors of this
target market
by 50% by the
end of the 2015
philanthropic year
STRATEGIES STRATEGIES STRATEGIES
Traditional
Media (Articles,
Catalyst,
Newsworthy
stories)
Host Non-
Traditional
Media Events
to attract young
socialite crowd
Streamline
process of
giving online
and update
website
Create hierarchy
of giving and
incentives for
unrestricted
gifts
Create a
new position
within HPCF
to help with
communications.
Create a strong
presence on
social media.
TACTICS
1. Create a
manual/
guideline
on how
information is
handed out to
the media.
2. Implement
manual/
guideline
TACTICS
1. Annual
Meeting
2. Barbecue
Competition
3. Christmas
Philanthropy
Event
TACTICS
1. Update
website using
Wix.
2. Scheduled
updates.
TACTICS
1. Create Gold,
Silver, Bronze
members
2. Assign
incentives to
membership
TACTICS
1. Hire a Comm.
Specialist
or Intern to
update all
social media
and website.
TACTICS
1. Use Hootsuite
to connect all
social media
2. Schedule and
update posts
regularly.
High Point Community Foundation Campaign Flow Chart

Messages
We came up with a few messages that would really help keep the change the image in that way that you all
want and it appeals to the age group that you we’re trying to reach as well. The first one is “Anyone can give”, this
message is pretty self-explanatory; it’s a message that lets people know that the High Point Community Foundation
accepts donations or contributions from people from all walks of life as opposed to just the wealthy, which is hurting
the HPCF image now. The second message we came up with was “Compassion doesn’t see age”. This message
really speaks to the target audience we are trying to reach. When you think of donating and giving, images of older
philanthropists come to mind so this message will let people know that anyone can do something good and selfless
for others. It doesn’t matter how young or old you are. The last message we came up with was “There is no price tag
on making a difference.” We felt like this message is something that will remind people that no matter how big their
contributions are, they’re making a big difference in someone else’s life. This message will help counter the notion
that only big donations are impactful as well as let people know that you accept all donations of all sizes no matter
how big or small. It can also help skew some more of your donations toward unrestricted funds.
Goals and Objectives
Goal 1
Our group has created two distinct goals that we felt would raise donations to the unrestricted funds as well
as getting the name of the High Point Community Foundation out into the community. The first goal we would like
to see the public relations and marketing plan achieve is to target a new age group of 30-59 year olds and get them
to donate to the unrestricted funds. By targeting a new age group, it will make younger people in the community
more aware about giving, as well as making them feel more comfortable about the community foundation concept.
Objective 1
For this goal, our objective is to increase the donors of this target market by 50% by the end of the 2015
philanthropic year.
Goal 2
Our second goal we would like to achieve is to increase awareness of the High Point Community
Foundation and the understanding of giving habits into the community. With these two goals combined, we

believe we will bring in more donations to the unrestricted funds by spreading awareness and targeting the younger
generation who feel compelled to give back to their community in some way.
Objective 2
For this goal, our group has decided on two objectives. The first is to see a 50% increase in the number of times
an unrestricted gift is given by the end of the 2015 philanthropic year. This means, that the number of times a
donation is made to the unrestricted gifts fund will increase.
Objective 2
Our second objective is to increase the “likes” and followers on social media by 100% respectively by the end of
the 2015 philanthropic year. We also hope to see a major increase in website traffic.
GOAL 1
Target a new age group of 30-59 year olds
and get them to donate to the unrestricted
funds.
GOAL 2
Increase awareness of the High Point
Community Foundation and the understanding
of giving habits into the community
OBJECTIVE 1
50% increase
in the number
of times an
unrestricted gift
is given by the
end of the 2015
philanthropic year.
OBJECTIVE 2
and Followers by
100% respectively
by the end of the
2015 philanthropic
year.
OBJECTIVE 1
Increase the
donors of this
target market
by 50% by the
end of the 2015
philanthropic year

Strategies
For each objective, we have created 2 strategies that will help reach each objective and ultimately reach our
goals for the High Point Community Foundation. The strategies to ensure that
these goal and objectives are reached are simple. Our strategies involve all forms
of media, traditional, non-traditional, and social. Within each strategy are certain
tactics we would like to implement to help the HPCF.
Strategy 1 - Traditional Media
The first strategy would be to ensure that this target age group knows
about the foundation through traditional media. We want to use traditional media
as much as possible for this objective, because we can control the most of the
content that is spread about the HPCF. Traditional media includes press releases,
blog posts, Paul Lessard’s column in the High Point Enterprise, The Catalyst, etc.
The best way to make sure that traditional media is as effective as possible is by creating a manual or guideline to
how these stories are released. This will be discussed in our the tactics of the campaign. Some other traditional
media we would like to deploy would be e-blasts that would be sent out to donors or a potential donor mailing list.
Strategy 2 - Non-traditional Media Events
Another strategy would be to use non-traditional media, more specifically, events. We believe events will
attract the type of crowd that involves our target market. High Point has young socialites that go to events regularly.
We want to create events that would attract that crowd and give them incentive to
give to the HPCF.
Strategy 3 - Streamline Process of Giving Online and Update Website
One of our strategies for reaching this goal and these objectives is to
improve the HPCF website. With websites such as Kickstarter, Fundly and more,
giving online has become easier than ever. We want to simplify that process on
the HPCF website. Along with that, we believe the whole website needs a major
overhaul. With an updated and renovated website, the Foundation will see a lot
more Internet traffic. As our team has stated previously, when this new target
OBJECTIVE 1
Increase the
donors of this
target market
by 50% by the
end of the 2015
philanthropic year
STRATEGIES
Traditional
Media (Articles,
Catalyst,
Newsworthy
stories)
Host Non-
Traditional
Media Events
to attract young
socialite crowd
STRATEGIES
Streamline
process of
giving online
and update
website
Create hierarchy
of giving and
incentives for
unrestricted
gifts
50% increase
in the number
of times an
unrestricted gift
is given by the
end of the 2015
philanthropic year.
OBJECTIVE 1

market first hears of the Foundation, they are going to head straight to the Internet to Google the website to learn
more about the Foundation. Therefore, the website needs to clearly explain who they are, what they do, and how to
give. The tactics behind this strategy will be explained later in this paper.
Strategy 4 - Create Hierarchy of Giving and Incentives for Unrestricted Gifts
Another strategy we believe will help with unrestricted giving is creating a hierarchy of giving and incentives
for unrestricted gifts. After giving, donors could reach various “levels” of membership. Donors would also receive
gifts for donating such as shirts, bags, etc with the HPCF logo. This would also help push the brand out to the
High Point community. This hierarchy of giving would have to be discussed with the HPCF and their board to
make sure we are creating the best image for them. We believe it could be very successful, because people would
want to strive for the next level of membership or the next incentive.
Strategy 5 - Create a New Position within HPCF to Help with Communications
The first strategy that will help to reach the objective of increasing “likes”
and followers on social media is to hire a Communications Specialist or intern
to update all social media sites and the website. After talking to “the girls” at
the High Pont community Foundation, they agreed that they may need to hire
a secretary. We believe it would greatly increase their chances of success if they
hire someone that would be able to do secretarial duties and understand strategic
communications enough to send out press releases and manage social media. This
position could also be filled with an intern. We understand that the HPCF already
has an intern from High Point University. This partnership would be a win/win
on both sides since HPCF needs someone to run social media and HPU students are always looking for internships
in the area.
Strategy 6 - Create a Strong Presence on Social Media
The second strategy is to create a strong presence on social media. This starts with getting donors and
supports of the HPCF to interact with our pages. Once interaction begins, other users who may not have heard
of the HPCF will see that their friends or followers are doing so and may attract new donors. This coincides with
the system that should be created whenever HPCF donates money to an organization. The HPCF website should
STRATEGIES
Create a
new position
within HPCF
to help with
communications.
Create a strong
presence on
social media.
and Followers by
100% respectively
by the end of the
2015 philanthropic
year.
OBJECTIVE 2

immediately be updated. Then the HPCF should update their Facebook, Twitter, etc to reflect the news. Their
pages should be updated at least once or twice a day. Posts can consist of news about the HPCF or even inspiring
stories about giving that may have nothing to do with HPCF. Promoting stories about giving will help education
the High Point Community about giving which is a part of our overall goal.
Tactics
Below are outlineed tactics that go along with the strategies discussed above.
Tactic 1 - Traditional Media Manual and Catalyst Magazine
The High Point Community Foundation does so many great things within the
community. It’s important to make sure that people within the community know that and
begin to give. We want to improve upon how events and news about the HPCF is handled
and distributed throughout the community. We want to focus on informing and creating a
good report with high-profile news sources, such as Fox8 and High Point Enterprise. This
can be accomplished with the help of a new position that will be discussed later in this plan.
This new position would handle contacts at these news sources and also follow a protocol
to how information is relayed to the public. This new protocol is displayed below. After
an HPCF event, this new position will inform the public through three specific channels.
First, they will update all of the High Point Community Foundation’s social media before,
during and after the event to keep the general public up-to-date. The second channel would be through traditional
media. Press releases need to be sent efficiently and promptly to all news sources to make sure that they are aware
of upcoming HPCF events and the good that HPCF is doing in the community. The third channel is electronic
media. This channel would be used to inform old and new donors alike about what is going on with the HPCF.
We would like to put together an email list of anyone who has donated to the HPCF and then send out regularly
schedule newsletters to keep the update on the HPCF. With this constant contact with the High Point Community
Foundation, the community will become more aware and more likely to give.
Another great way for the High Point Community Foundation to create and spread awareness of their
organization is through a medium in which the organization currently produces, The Catalyst magazine. We
propose that the HPCF continues producing this magazine, but, in addition, takes it a step further, making it widely
TACTICS
1. Create a manual/
guideline on
how information
is handed out to
the media.
2. Implement
manual/
guideline
3. Improve Catalyst
Magazine and
its accessibility.
Traditional
Media (Articles,
Catalyst,
Newsworthy
stories)
STRATEGIES

available and accessible across a number of online platforms, as well as a number of physical locations.
This magazine is great since it is solely focused on the HPCF and its work to further its mission in
improving the community, thus, keeping those who read it up-to-date. Expanding its readership could be great for
the HPCF, and we propose a few ways of doing so. One opportunity the HPCF faces here is making the magazine
available as a digital download; a great number of individuals in the HPCF’s target market for this campaign are
accessing things online, so having a digital, downloadable PDF file on the HPCF’s website for people to read if they
choose, is a great way to reach out to potential donors via mediums that they are used to, and expect to be able to
access information from, and, after the first PDF version is made available, archives from that point on could be
online. In addition to the digital medium, The Catalyst could also be made available as an online interactive copy, so
that readers could, really, view and flip through the magazine online.
You can’t make anyone read the magazine, but using this existing initiative and taking it one step further
HPCF Event
Communications Specialist
Consumer/Viewer
Social Media
Schedule tweets/
notifications out before
event and after the
event.
Traditional Media
Sources
Send out press
releases to: High Point
Enterprise, Fox8, etc.
Electronic Media
Send out newsletters
with updated
information on past
and future events to
donor mailing list.
Traditional Media Manual

tailors it to the reader, the potential donor, and allows them to choose their preferred medium of access. Some
people prefer on-the-go digital copies, and some prefer to have a physical copy to carry around. Tailoring to the
customer, allowing them to choose what is suitable to them, and making the magazine widely available increases an
individual’s chances of seeing the magazine, being interested in it and actually reading it if they see it multiple times,
and overall conveying the HPCF’s mission and current work in the actual content of the pages.
Tactic 2 - Social Events (Annual Meeting, Barbecue Competition and Christmas Drive)
To continue to attract that younger socialite crowd that we discussed, we have
thought of some non-traditional events that would be successful in attracting the younger
donor group to become aware of the High Point Community Foundation. The first event is
the annual meeting, which we would like to make into a more formal event, which means
moving it back to the evening and having a dinner. Moving it back to dinnertime and
turning the lunch into a more formal dinner makes it an event that young socialites are going
to want to be seen at. The younger crowd in High Point, as well as the already established
donors, will have a chance to mingle and talk about their experiences with the foundation.
Our group also feels that the HPCF should charge $10 a ticket instead of not charging for admission. The money
that is made with the tickets can go right back into the annual meeting to help sponsors pay for the event, since
it becomes expensive. This way, the event would be able to still be initial low cost for donors, but would help the
foundation out with paying for the entire evening as well as donations from sponsors. Also, when guests arrive,
there should be a silent auction as well as a raffle for a large-scale item, which would all be donated. This raffle and
silent auction would happen about an hour or so before dinner in a separate room. People would not be sated until
right before dinner is served, so they would have a chance to mingle and interact with the items being donated
as well as other donors. The silent auction gifts would be donated from local stores, restaurants, and volunteer
donations for the attendees to bid on. There would also be volunteers selling raffle tickets throughout the hour or
so for a large-scale item that would be raffled off towards the end of the hour. All of the money earned through the
silent auction and the raffle would go directly into the unrestricted funds. It is a fun way to raise money and the
donors will have a chance to interact with each other before sitting at their assigned dinner table. We also suggest
that there be a cash bar at the silent auction event and at the dinner, so people will be more comfortable donating
more money throughout the night. For this event, there would be numerous volunteers from around the community
Host Non-
Traditional
Media Events
to attract young
socialite crowd
TACTICS
1. Annual Meeting
2. Barbecue
Competition
3. Christmas
Philanthropy
Event
STRATEGIES

that would help to put the event on. If you could reach out to HPU, students would probably volunteer to help
with the event, especially if the foundation were to reach out to event management students and athletes at HPU.
The expenses would be for the venue, food, and alcohol, which would most likely be donated, or the cost would be
covered after donors buy their entrance tickets. Also, the video that is shown every year is an expense to consider.
Another event we feel would be a huge success for the foundation would be to hold a summertime event
that is more casual and family-friendly. This would also bring in a younger crowd as well as attract the already solid
donor base. With the summer event, we hope to bring to life what would be the HPCF Annual BBQ Cook-Off.
Contestants who want to compete would pay a fee to enter the competition, and they would be challenged to make
the best BBQ in High Point. Judges would be “BBQ Experts” from around town, such as BBQ masters from Carter
Brothers, Dicky’s BBQ, BBQ Joes, Kepleys, and maybe a city representative to gain exposure for the event. Judges
would sample BBQ from all of the contestants, and pick their winner. Everyone from around town and more are
welcome to the event, and they are able to sample the contestant’s BBQ. We would also ask the BBQ Experts to
donate some of their own BBQ to the people who attend the event so they can sample the contestants BBQ as well
as have some BBQ made by the experts. HPCF staff would be at the event mingling and talking about the HPCF.
Staffing for this event would be volunteers from the community as well as the HPCF staff and board. Expenses for
this event would mostly be all spent on advertising for the event in the newspaper, on the radio, and on social media
and the website. Also, expenses for the venue location as well as tables, chairs, plates, etc. should be considered.
The last event we would like to implement would be a Christmas time and holiday event. We would like
the HPCF to join with the Boys and Girls Club in High Point to do a toy drive for Christmas. All of the toys
that are collected throughout town will be given directly to children in need at the Boys and Girls Club. We also
feel like HPU would be a great outlet to use. If the HPCF places boxes for toys around campus in dorms, and in
student centers, students would be likely to donate because students really enjoy getting involved in helping out the
community. Expenses for this event would be extremely low, and would be all about word of moth and social media
advertising. The HPCF probably could advertise on the radio and in the paper, but it is not absolutely necessary.

Tactic 3 - New High Point Community Foundation Website
Another tactic we feel is essential to the success of this campaign is the
redesign of the HPCF website. Using a site called Wix.com, we have been able to
completely redesign and redo a brand new website for the HPCF. Having an up to date
website that is visually appealing and easy to navigate is crucial in the business world
today. When a person in the High Point community first hears about the HPCF, the
first thing they are doing is search the web to find the website. The generation of today
is so tuned into the web and technology, and it is where they go to find all of their
information. With having an up to date website that is aesthetically pleasing and easy
to navigate, it will drive more traffic to the site and in turn, will increase the donors and
brand awareness. Staffing for this would be a new hire. The expense for the website would range between $4-$25
a month depending on the premium package the HPCF chooses from the website provider, which is a necessary
expense.
STRATEGIES
Streamline
process of
giving online
and update
website
TACTICS
1. Update website
using Wix.
2. Scheduled
updates.

Tactic 4 - Brackets of Membership
One tactic that we thought would be really good for increasing unrestricted funds as well
as acknowledge various people from different walks of life. This tactic is includes brackets of
membership with each receiving some incentive for being a part of it. Basically, there will be
3 brackets or tiers, Bronze, Silver and Gold. Each tier will have a minimum that has to be
donated in order to become a member of the respective tier. Each tier will also have different
incentive associated with them, with obviously the higher tier having the better wards and
either annually or semi-annually the donor will be able to cash in on their awards. At your
annul awards banquet that you hold, you can present awards to the top donor from each
tier along with your philanthropist of the year award. This would really help boost this banquet in general making
it bigger and more of a spectacle. That in turn would make it more newsworthy and attract some media outlets
for a lot of free publicity. You could also include some local businesses into this tactic because you are a non-profit
organization so you could get some businesses to donate gifts as part of the incentives. For instance, let’s say one of
your gifts for the bronze tier is a sweatshirt that says HPCF on it; well you could get a local clothing store to donate
the embroidered sweatshirts, because it would benefit the business due to the publicity they would get and you all
in getting free clothing. This tactic, used correctly can help the HPCF on many levels, it will immediately help with
more restricted funds, and your image. People would have a goal and more of a motivate to give money so you’d get
more unrestricted funds, and acknowledging and awarding these people for their efforts gives the notion that you
accept any amount of money from anybody and that they will be recognized for it. This tactic also can trickle down
into other things you want to do as well because it could really help with business relations if you work with local
businesses to get some free stuff in return for the publicity they would receive. The organization as a whole has the
potential to receive a lot of free publicity as well because if you award all these different people for the contributions
they made and you really turn the annual banquet into a spectacle media outlets will flock to it since it would make
a for a nice feel good story. As long you have your name and image all the over the event when the outlets come
then that would increase awareness significantly.
STRATEGIES
Create hierarchy
of giving and
incentives for
unrestricted
gifts
TACTICS
1. Create Gold,
Silver, Bronze
members
2. Assign
incentives to
membership

Tactic 5 - Communications Specialist
Another aspect we feel is crucial to the success of the HPCF is the addition to another
staff member at the foundation. The HPCF needs to hire someone to fill the position of
Communication Specialist, as well as being able to do administrative duties. This staff
member would be in charge of the upkeep of all of the social media as well as maintaining the
website. This person would be in charge of creating all of the posts for social media as well as
posting new information on the website. They would also be able to answer phone calls, keep
track of schedules, as well as greet people who walk into the office. The addition of this person
on staff would be essential, and would keep the foundation running smoothly. The expenses
to consider would be the salary of this new hire.
Tactic 6 - Social Media
Social media is one of the more up and coming tools used for businesses and organizations
to get their names out there. It also appeals to the younger age group the High Point
Community Foundation is looking to expand to. Each website allows the organization to
update their “fans” and followers with what is happening with them at that time and what
will be happening in the near future. Facebook is especially one of the bigger tools used
by organizations and businesses. Facebook allows its members to make fan pages for their
organization or business. This allows other members on Facebook to “like” the page. It is
important to update the Facebook page with posts every few days so your followers stay up
to date on what is happening with the organization. They can be short posts that can also be posted on the Twitter
page.
Twitter is another up and coming tool used by the younger age group. Twitter only allows for 140 characters
to be posted in each tweet. Organizations can send out many tweets a day. It instantly gets the name and word out
about the organization to many people. Tweets can include a link to the HPCF website, as well. A tweet is sent
to every follower’s feed, which allows the name to be put out there multiple times a day. The HPCF needs to first
present the organization and build a strong foundation. They also need to follow people to get people to follow
them. A good suggestion would be to follow news stations that are popular because they may start retweeting them.
That is when the tweets begin.
STRATEGIES
Hire a
Communications
Specialist or
Intern to update
all social media
and website
TACTICS
1. Hire a Comm.
Specialist or
Intern to update
all social media
and website
STRATEGIES
Create a strong
presence on
social media.
TACTICS
1. Use Hootsuite
to connect all
social media
2. Schedule and
update posts
regularly.

HootSuite is a great tool to put together all of the social media networks into one. It is a social media
management tool. This tool allows you to schedule posts on all social media networks so they all post the same
thing, or similar things, at the same time. There are three benefits to HootSuite. It allows you to manage all social
media accounts from one place, schedule posts, and create streams of important search results. It is a very useful tool
that many companies and organizations use today.
A good portion of our campaign relies heavily on building up High Point Community Foundation’s
presence on the Internet, especially social media. One of the social media sites that we believe would assist HPCF
is YouTube. In Team Document #4, we discussed HPCF creating a video to introduce themselves to a younger
generation and reestablish their brand. This video could be used as an ad to run on television, but we also thought it
would be best received on the Internet through YouTube. Once HPCF creates their own YouTube page, they could
link it to their website. They could use their YouTube page to upload and share positive content from HPCF. It
could also be used to interact with users on YouTube and share videos that connect to their brand and core values.
YouTube also has a special tool specifically for non-profit organizations. It is a free and enriched version. This allows
the company to place a call-to-action directly into the videos that are posted on their YouTube account. The account
can be customized with the organization’s logo and branding. This would be a great tool for the HPCF to look into.
Another social media platform that High Point Community Foundation needs to create a presence in is
LinkedIn. LinkedIn is a job-focused and professional social media site. Although HPCF may not be looking to
hire anyone, it’s important to make HPCF known to other businesses and foundations. A lot of these foundations
can be contacted through LinkedIn. This site will also reach an audience that other social media sites may not reach
clearly enough. LinkedIn is for people looking for jobs or want to connect with companies and business. That
means that most users are probably college age or older. LinkedIn helps to narrow the focus of the people that you
reach. Instead of contacting an audience that is too young (like from Facebook or Twitter), LinkedIn has a very
specific type of user. A strong presence on LinkedIn could mean a strong turnout for your target market.
Google.com is a great resource for individuals, for-profit, and nonprofit organizations; its functionality extends
beyond the basic search engine realm in which it is well known for, into several tools for businesses and nonprofits
to use to leverage their brand. Originally, we were going to suggest that the HPCF use Google AdWords, a tool that
combines keyword searches related to one’s business with search engine optimization to create pay-per-click “ads”
that appear in the top results of Google searches; however, upon further research, we discovered that Google has
tools specifically designed for nonprofit organizations that the HPCF could use to its benefit.

Called “Google for nonprofits” (www.google.com/nonprofits/), Google offers its well-known tools—Google
Apps, Google AdWords, YouTube, and Google Earth—to nonprofit organizations at significantly discounted prices,
or at no cost. We believe that the HPCF would benefit from the functions of Google Ad Grants, which is Google
AdWords designed for nonprofit organizations, in this campaign. Essentially, Google Ad Grants gives, or “grants,”
nonprofits $10,000 worth of free advertising each month to create ads on Google in the same way as AdWords,
given that the organization meets the program’s requirements via an application process. Looking over the list of
requirements, it appears that the HPCF does meet them, but, according to a number of resources, it could take
up to six months after applying to hear back from Google in regards to approval; one must be approved to start
using the program (“Eligibility,” n.d.). Initially, this tool would take some time in terms of the approval process and
planning in identifying proper keywords to “buy” so that the HPCF’s ad would pop up first, but the benefits of that
time and effort could be significant.
People “Google” things all the time, and the benefit of this program is that its keyword-based search engine
optimization could be used strategically to bring in the HPCF’s set target audience for this campaign, and bring in
individuals looking for nonprofits and to donate locally. Once appropriate keywords have been identified and set by
using Google Ad Grants, according to the “Products for nonprofits” page of the “Google for nonprofits” website,
the program can “track online donations, newsletter sign-ups, volunteer registrations and more so you can see what’s
working and what’s not.” The “Google for nonprofits” and the “Google Ad Grants” (www.google.com/grants/)
websites lists dozens of examples of nonprofits who have been successful in reaching their various goals in promoting
their missions and bringing in new donors, and we believe that the HPCF could be one of them.
With the proper use of each of these forms of digital media you will be a lot more efficient in reaching who you
want to reach .Your message will be a lot easier to construct to because you actually tailor your messages specifically
to the age group of 30-50. In order to reach a digital audience you have to use digital means and these different
avenues laid out will give you an idea of the direction you should be heading in.
Timeline and Budget
We have created a chart that has the timeline as well as the costs within the budget that was discussed. We
set up each event according to your philanthropic year which is from May to May. Along with the timeline chart,
we have also created a Gantt chart so that you can see when each part of the campaign should start and how they
overlap as well as how long each part will go on for. The budget is of course up to the HPCF so we just put ball park
figures down. We feel as though this timeline is a good one that the HPCF could use as a guideline.

This outline is to be paired with the Gantt chart attached. The outline is broken down by event and then what that
event would need each month. The Gantt chart has all tasks and their corresponding start/end dates, duration, and
who will be performing the task.
Timeline (May 2014-May 2015)
Secondary/Background Research
Spring 2014
• Research organization and contact HPCF
Initial Meeting with Client
January 2014
• Conducted initial meeting to define goals and objectives
Primary/Research
April 2014
• Conduct primary and secondary research
May 2014
• Evaluate data
• Meet with HPCF Staff and introduce plan using data
Hire a Communications Specialist
May 2014
• Begin accepting applications
June 2014
• Conduct interview
• Extend offer
• Hire new employee
Website Redesign
April 2014
• Decide whether to contract out website design or do it in-house
• Website re-design that will be more user friendly as well as easier to navigate
May 2014
• Get final approval from HPCF
• Relaunch website
• Website needs to be kept up to date either by intern or full-time staffer dedicated to website, social media,
and phone calls. HPCF should maybe think of hiring an administrative assistant who would be able to fulfill
all of those tasks.
• Website should be updated every time there is a new news article, fundraiser, interesting story, etc. In reality,
at least one time a week something should be added to keep the website up to date, interesting, and drive
more traffic.

Prizes and Donation Brackets
March 2014
• Conduct primary/secondary research on effectiveness on incentives in campaigns
April 2014
• Evaluate data and meet with client
• Explain donation levels and incentives
• Brainstorm ideas for incentives
• Contact local business to become partners for prizes (ongoing)
May 2014
• Reveal new system at 2014 Annual Meeting
• Implement new system after Annual Meeting
May 2015
• Award winners of highest donation levels announced at 2015 Annual Meeting
• There will be prizes associated with different price points and either monthly or annually, donors will receive
the prize the correlates with how much they’ve donated up to that point. As the price point gets higher the
prize associated with it gets better as well.
• For example: Donating $100 = drawstring bag, $200 = “HPCF” embroidered t-shirt, $300 = “HPCF”
embroidered Camelback water bottle, etc.
Annual Meeting 2014
April-May 2014
• Since this year’s annual meeting is already planned there is not much to do besides sending out press releases
to inform the media about the event and post it on social media.
Catalyst Magazine
April 2014
• Primary research – go over numbers from last magazine
• Brainstorm new ideas for stories
• Contract out writers and designers to write stories and lay out magazine
May 2014
• Finished first draft of magazine
June 2014
• Final draft edited and sent to printer
July 2014
• Begin distributing copies of Catalyst
• Post of evaluation of Spring magazine
Barbecue Cook off
April 2014
• Create committee from donors to head event and meet at the HPCF
• Acquire an outdoor venue
Possible venues
Washington Terrace Park ($600.00/8 hours)
City Lake Park ($4 per person if over 1,000 people)

Shelters range from $45-$115
Festival park
Both overlook and fields ($1,000)
One Overlook and Field ($800)
South Overlook ($500)
• Contract out supplies (tables, chairs, etc)
Triad event rentals
Happy Rentz
May 2014
• Contact possible contestants
• Begin receiving applicants
• Send press releases promoting the event
June 2014
• Send out invitations
July 2014
• Event
Boys and Girls Club Holiday Event Planning
April 2014
• Book venue for distribution of holiday gifts
• Talk with Boys and Girls Club about hosting it there, since we are partnering with them. This could
potentially allow for a cheaper renting cost.
August 2014
• Send out an advertisement or flyer asking for volunteers for the distribution. These could be sent out to
churches, posted in stores, posted at High Point University and other local colleges and schools, and sent to
sororities and fraternities. (Created by intern or contract for hire)
• Determine where donation boxes will be set up.
• Determine the types of toys and price range will be accepted for distribution.
September 2014
• Prepare an advertisement or flyer with the information for the donations on it. Include the types of toys and
the price range that will be accepted and where the donations can be placed. (Created by intern or contract
for hire)
• Prepare a flyer to be sent home with the kids at Boys and Girls Club for their parents to know about the
event. Make sure the flyer has all of the information about when and where distribution will be. (Created by
intern or contract for hire)
November 2014
• Send home another flyer toward the end of the month with the kids at Boys and Girls Club to remind the
parents about it. (Created by intern or contract for hire)
December 2014
• Close donation boxes a week before the event.
• Remind parents one more time.
• Sort the donations into age appropriate boxes.
• On the day of the event, set all of the boxes up in a room at the Boys and Girls Club and have volunteers

distribute the holiday gifts to the families that come.
Annual Meeting 2015
April 2014
• Contact possible venues
• Contract out catering and event space
January 2015
• Contact possible sponsors for silent auction
February 2015
• Create guest list
• Send out “Save the Dates”
• Contact awards company to create trophies for “winners”
April 2015
• Send out formal invitations
• Receive all RSVPs by April 30
• Pick up trophies
May 2015
• Event
Budget
Event Time Costs
Web Redesign April 2014 Varies
Communications Specialist May-June 2014 Salary
Annual Meeting ‘14 April-May 2014 $600-1,000
Catalyst Magazine (2 times a year) Year round Varies
Incentives Campaign Year round $500
Barbecue Cook Off April 2014-July 2014 $600-1,000
Boys and Girls Club Event Aug. 2014-Dec.2014 $100
Annual Meeting ‘15
*Guests will be charged $10/plate
Jan. 2015-May 2015 $600-1,000

Monitoring and Evaluation
After the High Point Community Foundation implements these marketing strategies, we hope that a
thorough evaluation will be done in hopes to see areas that need improving, and if our goals were actually achieved
through the tactics we used.
The first tactic that needs to be evaluated is the use of traditional media to get the word out about the HPCF.
These mediums include television, newspaper articles, etc. The way the HPCF can evaluate how successful this was
at getting the word out is to collect clippings of articles and stories done about the foundation. This can be done
on a monthly period, and it will show how many stories are done about the foundation that month. The drawbacks
to this method are that though these efforts can be calculated through clippings, it is difficult to analyze if people
actually saw the message, retained it, etc. The news story may have reached televisions in the city, but some people
may have been in the bathroom, on the phone, or not paying attention when the story was aired, which means that
the target audience did not actually see the message. Yet, even with this drawback, this is the most efficient way to
measure mentions in traditional media.
Our next tactic is the use of non-traditional media to raise awareness, such as the Annual Meeting in the
spring, the proposed BBQ cook-off, and the proposed toy-drive. One way we can measure and evaluate success
of these events is to measure the amount of donations brought in due to those events. For example, at the Annual
Meeting, the amount of money raised through donations, the silent auction, and the raffle can be counted after the
event to measure success after the event. For the BBQ cook-off, we will be able to measure increase in donations
through the online donations portal. Before someone makes a donation, they will answer a quick survey about them,
which incudes a question that states, “where did you hear about us?” and one of those answers can be the BBQ
cook-off. That way, we will be able to determine if the increase in donations is directly affected by the attendance
of the cook-off. Also, donations will be accepted at the cook-off, so we will be able to tally donations brought in at
the event itself. For the toy drive, success will be measured in the number of participants and the number of toys
donated for the Boys and Girls club in High Point.
With the website, it will be easy to measure the success of the website. To evaluate its success, the HPCF can
measure the traffic the website gets every day. For example, if the website now gets 50 views a day, we would hope
that the new website gets an increase in clicks and views a day. Also, we hope that people spend a long amount of
time on the website, which can all be measures through the provider for the website, Wix.com. They will keep track
of analytics regarding the website and the traffic it gets.

One of the tactics that the HPCF really expressed interest in is the donor bracket with incentives. This
will be a great way to increase a new target audience and get younger people to join the HPCF. A way to measure
success of this tactic is to see an increase in donations from the younger generation, and the rise of the brackets. For
example, our team would like to see the Gold, Silver, and Bronze brackets to have at least 15 people in each category
by the end of the campaign. This will be a great way to measure the success of the donor bracket, because there have
been less than 10 donations to unrestricted funds in the past.
One other tactic that the HPCF needs to do is to hire an administrative assistant that would also serve as
the communications specialist. The specialist would be responsile for upkeep of the website, social media, and also
keeping track of the schedule and phone calls. This is tough to measure success, but one way to measure success
would be to have a random survery on the website and social media, and ask about the upkeep of the website
and social media. This survey would ask question such as “are you happy with the amount of posts you see on the
page?” and “Are you more likely to revisit the Facebook page or Website knowing it is updated more often?” These
questions will be able to tell the foundation of the updates are driving more traffic to the sites, and thus hitting more
people and seeing more of their target market.
The last tactic that needs to be evaluated is the social media presence the HPCF has on Facebook, Twitter,
YouTube, and Paul’s blog. An easy way to measure this would be to look at the likes on Facebook, followers on
Twitter, and comments and likes on the blog posts and the YouTube posts. Since the HPCF has vey little social
media presence, to measure its success, we would just need to be able to see an increase in following, and even just
gain followers on the new social media sites.
The evaluation at the end of the campaign will be a great way to see if the campaign was a success, and if
our team was able to reach the goals we laid out for the HPCF. We hope that this campaign is a success, and we are
confident that the evaluation at the end of the campaign will show that.

High point community foundation campaign plan

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