Smith says, “Interpersonal communication is the most persuasive and engaging of all the communication tactics.” The "Raise the Roof" fundraising event will be a huge interpersonal communication tactic that benefits each of the nonprofits that our service learning class is involved with: Big Buddy, Capital Area Special Olympics and Youth Oasis Children Shelter. It will provide activities in which the nonprofit organizations interact with their key publics, especially individual donors, for the purpose of generating support.
One of our tactics that will be used via an interpersonal communication channel for Youth Oasis is an advocacy brochure that includes an infographic about Youth Oasis and child homelessness. During the "Raise the Roof" event we plan to hand out the pamphlets in-person to ensure the most engagement from our audience. This tactic will be one of our most effective tactics because it is a controlled tactic in which Youth Oasis can oversee its message and the way that message is delivered.
Thrive will also be creating tactics for Youth Oasis to use via organizational media channels. These deliverables include:
- General Publications
- Serial publication (newsletter)
- Stand-alone publication (brochure, fact sheet, donation cards)
- Progress report (annual report)
- Electronic Media
- Video media (promotional video)
- Digital media (web home page)
- Social Media
- Social media plan
- Direct News Materials
- News fact sheet
- Press release
- Media kit
- Indirect News Material
- Media advisories
Social Media Plan
We have create a social media timeline for Youth Oasis’s posts on Facebook and Twitter, including guidelines on the best times to post and the most effective post formats. These posts will help promote events and keep Youth Oasis’s audience in-the-know about what is happening with the organization.
Design and create donation cards to entice potential donors to give to Youth Oasis. By providing potential donors with information about Youth Oasis and the opportunity to give in a succinct, tangible form, the donation card will incentivize potential donors to give.
We plan to create a press release template for Youth Oasis to give to media gatekeepers for use in their news publications, programs and online information sites.
Media advisories are brief notes given to media gatekeepers and can be called both a media advisory or media alert. These memos inform the gatekeepers of upcoming news opportunities. We plan to distribute media advisories to local media to keep Youth Oasis and the issue of child homelessness in the Greater Baton Rouge area in the public eye.
“Organizational brochures often focus on recruiting, product/service lines, membership services, organizational history or some other aspect of a particular organization. Advocacy brochures attempt to educate or generate support on a particular issue important to the sponsoring organization,” says Smith. We plan to create and distribute an advocacy brochure about Youth Oasis’s mission and services. The pamphlet can be distributed at events, to businesses and to visitors, providing all pertinent information about Youth Oasis in a tangible, portable format.
We are in the process of revising the current Youth Oasis website into a more streamlined, accessible design. A well-designed website is very important for providing information to those who seek it, and it also indicates Youth Oasis’s ability as a business to maintain high standards in the way in which it presents itself.
We plan to create a non-broadcast video that uses television technology to produce a video that can be disseminated through owned organizational channels rather than public channels. For example, we plan to broadcast the video at the "Raise the Roof" fundraising event and on the Youth Oasis website and social media channels. The promotional video will communicate its mission in an impactful way. We have partnered with a local high school and the video will feature youth from the Baton Rouge area among the same demographic that Youth Oasis serves. By providing an audio-visual reminder of the realities of child homelessness, the promotional video will serve as a poignant communication piece to highlight the community’s need of Youth Oasis’s services.
We plan to create a newsletter template to be distributed to Youth Oasis’s mailing list. We are writing Youth Oasis's November newsletter currently, to be released in time for National Hunger and Homelessness week. This will inform an interested audience on the current state of affairs at Youth Oasis. It will also serve as a reminder to give.
According to Smith, "The annual report is a special kind of progress report. Annual reports are required by the federal Securities and Exchange Commission (SEC) for American companies that issue stock. These can be simple statements with required information, such as the identification of corporate officials, the salaries and benefits of the top executives, financial statements and the auditor's certification of accuracy. Often, however, they feature much more. Many annual reports are glossy, magazine-like publications designed not only to provide required information but also to affirm investors' loyalty to the company, attract new investors, and enhance the company's reputation with financial analysts and the financial media.” The report we create will provide information about what Youth Oasis has accomplished in the past year and what it plans to achieve in the year to come. It will also serve as a template for future annual reports.
James, G. (2010, November 10). How To Write a Press Release, with Examples. Retrieved November 11, 2015, from http://www.cbsnews.com/news/how-to-write-a-press-release-with-examples/
Johns, J. (n.d.). Writing a Media Advisory. Retrieved November 11, 2015, from http://www.civilrights.org/census/media/media-advisory.html?referrer=https://www.google.com/
Smith, R. (2002). Strategic planning for public relations. Mahwah, N.J.: Lawrence Erlbaum Associates.