Colleges Care: A Campaign for the Pediatric Cancer Foundation
Tampa, Florida
by: Miranda Chapman and Bella Zabinofsky
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TABLE OF CONTENTS
Executive Summary
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Situation Analysis
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Organization Analysis
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Audience Analysis
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Strategic Approach: Goal and Objectives
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Messaging
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Tactical Program
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Timeline
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Budget
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Evaluation Plan
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Resources
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Sample Survey
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EXECUTIVE SUMMARY
The Pediatric Cancer Foundation is a nonprofit organization in Tampa, Florida that is
dedicated to funding research to eliminate childhood cancer. Its focus is to find less toxic, more
targeted therapies by partnering with leading hospitals nationwide (PCF- About Us). PCF will
conduct research on the target audience of college students ages 18-24 in the Tampa area. This
research will allow PCF to effectively communicate the initiatives of the organization and
crowd-source for donations and volunteers.
The overarching goal of this campaign is to increase awareness of the Pediatric Cancer
Foundation and understanding of pediatric cancer among college-aged students in the Tampa
area in an effort to ultimately generate financial support and involvement among this key
demographic, including in-person and online engagement. This will be achieved by focusing on
four objectives: hosting a charity event for college students to attend, increasing the
organization’s social media presence, receiving increased donations from college students and
recruiting college students to become new staff members. The initial timeline of this campaign is
from June 27, 2014 to November 8, 2014. The campaign will be evaluated through surveys,
photo contests and polls sent out to our sponsors, volunteers and interns. There will be an initial
survey to better understand the current knowledge of our audience as well as a follow-up survey
to see if their opinions and knowledge have changed. We hope to expand our range and to inform
more people about the Pediatric Cancer Foundation and what we do.
SITUATION ANALYSIS
The Pediatric Cancer Foundation is dedicated to raising money and awareness for
pediatric cancer. The problem that PCF is specifically addressing is the lack of government funds
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given to pediatric cancer. PCF raised $1.1 million just this year alone, according to Kourtney
Kellin, special events manager, which was given to Moffitt for research and clinical trials.
The issue within the organization is the lack of awareness with smaller audiences, such as
universities and college students. PCF targets large businesses and organizations who each
donate thousands of dollars at a time, which is great for fundraising but fails to reach out to a
different audience and dynamic. PCF raises money through hosting multiple fundraising events
throughout the year. Events range from fishing tournaments (Grand Slam Fishing Tournament),
to a fashion show (Fashion Funds the Cure) to breakfast for dinner (Brinner of Hope). These
events are planned months in advance and take a lot of planning from each event committee and
the office staff. These events take place throughout the Fall and the Spring to allow the staff and
its interns to organize and update the events for the following year. Budgets have to be arranged,
shirts have to be made, problems from the previous year have to be addressed, sponsors have to
be contacted and donations for the auctions have to be received. The planning and organizing of
each event is thorough and clearly laid out to ensure that PCF does not stray past the given
budget. Each event also has a committee of volunteers who dedicate their time to make sure that
the event runs smoothly. Without the volunteers, the events would not happen due to the small
size of the office.
By increasing the audience range to include college students, the community is getting
more involved and fundraising is being done on a smaller scale without the need to host large
events. Through these smaller events, money will continue to be raised which will ultimately
benefit the children that are battling cancer. Kellin explained that if an event were unsuccessful it
would affect the organization by setting them off track as well as off budget. If this were to
occur, PCF would discuss whether to eliminate that specific event or to adjust certain aspects of
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the event to raise attendance and profits. If for some reason the organization was unable to raise
sufficient funds, it would affect the children overall. The money that is raised is given straight to
Moffitt to conduct research and to hold clinical trials. The trials individually are expensive, and
every event is expected to pull in a large amount of money to make sure there are as many trials
being held as possible. This ensures that doctors are able to actively search for new medicines
and hopefully find a cure to end childhood cancer.
Organization Analysis
The Pediatric Cancer Foundation is a nonprofit organization dedicated to funding
research to eliminate childhood cancer. Its focus is to find less toxic, more targeted therapies by
partnering with leading hospitals nationwide (PCF- About Us).
The public hears about hundreds of different nonprofit organizations, several of which
support cancer research and treatment. The public may hear about us and think that we are
similar to “Make a Wish Foundation,” or that we fund treatments and procedures. The niche of
PCF is therefore pediatric cancer research. We want the public to see that we are an organization
that only supports pediatric research to ultimately end the need for final wishes or procedures.
The internal environment of PCF is both a strength and a weakness in relation to this
issue. Kellin explained that the organization is very small, with only eight staff members and a
few interns, which allows its employees to stay united over the singular vision of funding
pediatric research. This also creates a personal touch for patrons who end up working with the
same people. However, she said it also results in less people available to work on projects or to
recruit new patrons.
A major strength is the organization’s board of directors. There are 25 members, 9 of
whom are executive board members, and all put in ample personal time, think outside of the box
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and are generally very supportive, Kellin said. These are also part of the organization’s most
valued spokespeople. Additionally, Carson Kressley of Dancing with the Stars hosts Fashion
Funds the Cure every February and members of the Tampa Bay Buccaneers and Tampa Bay
Rays participate in and promote PCF’s Cut for a Cure. Kellin said that the biggest compelling
resource is to hear how the children impacted by these efforts feel about PCF and its events.
The external environment of PCF has several strengths. First, the organization has good
standing within the Tampa area. It has a good social media presence on Facebook with almost
3,000 likes and posts regular updates on events and projects, which promotes visibility. The
feedback on the Facebook page is positive, which exemplifies the organization’s good
reputation.
The organization has multiple major supporters, which increase its credibility and the
spread of information about its mission. These partners include Tampa sports teams, The
Community Foundation of Tampa, several major restaurants and businesses, and several
individuals. Broad competitors include the American Cancer Society and the Children’s Miracle
Network. Children’s Cancer Center is a local competitor located in Tampa. The CCC’s mission
is focused on helping families and children with cancer cope today instead of looking for a cure
tomorrow (CCC- Our Mission).
Audience Analysis
The target audiences are:
- College students ages 18-24 in the Tampa area (Hillsborough Community
College, University of Tampa, University of South Florida)
- University clubs and sports teams (football, baseball, soccer). This would be
helpful for smaller fundraisers such as attending a sports game, where the ticket price would be
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donated directly to PCF and attendees would receive a PCF souvenir for their donation. This
would also be helpful to the teams by raising attendance.
- Greek organizations at UT/USF
These audiences are smaller than the corporate giants that PCF has targeted in the past.
These specific audiences allow PCF to crowdsource and ultimately receive several small
donations instead of a few large ones.
Pew Research Center’s definition of Millennials is anyone born after 1980 and therefore
the target audiences are considered part of this category (Millennials, 2010, p.4). According to
the Pew Research Center, 21 percent of Millennials ranked “helping others in need” as one of the
most important aspects of their lives. This was the third highest ranking, which only followed
“being a good parent” and “having a successful marriage” (Millennials, 2010, p.2). This shows
that the target audiences consider helping others one of their top priorities and would be an ideal
audience for this campaign.
PCF does not currently have a major social media presence. The organization has an
updated Facebook page with about 3,000 likes, however, it could expand its visibility and public
presence by expanding to other platforms as well. Thus using these audiences gives PCF a
chance to target those specific people while also broadening its reach. Pew Research Center
stated that, “Millennials who have attended college are more likely than those who have no
college experience to be online, use social networking sites, watch and post video online,
connect to the internet wirelessly, and send and receive text messages” (Millennials, 2010, p.25).
Thus these target audiences will receive the bulk of their information from social media
platforms, text updates and emails. Furthermore, Pew stated that, “About eight-in-ten (81%) 18to 24-year-olds have created their own social networking profile, compared with 66% of those
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ages 25 to 29. Similarly, 58% of young Millennial social networking users visit the site they use
most often at least daily (Millennials, 2010, p.28). A survey would be constructed to determine
which platforms the Millennials in Tampa use most often as well as when they typically use
them. This will assist PCF in delivering its messages at optimal times and by optimal methods.
This survey will focus on if Millennials attending college in the Tampa area are aware of
PCF and its mission, concerned about generating funding for pediatric cancer research and what
would motivate them to donate or volunteer.
The survey will start with demographic questions to determine if participants are in the
desired age group of 18-24, if they attend a Tampa-area college, as well as gender information to
see if there are differences between the responses of males, females and transgender individuals.
Next, the survey will determine if participants care about cancer research, what kind of
cancer research they care about most, and will ultimately determine if specifically pediatric
research is important to the target audience. It will ask behavior questions to see if they regularly
donate to a cause, how they usually donate and when they usually donate, and then will repeat
similar questions for volunteering. It will then ask questions to determine what motivates the
target audience to donate to an organization, volunteer for an organization or spread the word
about an organization’s mission.
The survey will then determine if participants have heard of PCF and if they are aware of
its mission. This will gauge the degree to which the current communication methods of PCF are
reaching and resonating with the target audience. It will then include questions about social
media use, social media platform preferences and email preferences. This will determine the
social media platforms that PCF needs to focus its messaging on as well as when and how often
to do so.
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This survey could be sent to professors to be used as an extra credit tool in classes or
could be administered on campus in exchange for incentives such as free t-shirts or sunglasses
that have the PCF logo.
STRATEGIC APPROACH
Goal and Measurable Objectives
The overarching goal of this campaign is to increase awareness of the Pediatric Cancer
Foundation and understanding of pediatric cancer among college-aged students in the Tampa
area in an effort to ultimately generate financial support and involvement among this key
demographic, including both in-person and online engagement.
Objectives
1. Host a charity event for college students ages 18-24 in the Tampa area on October 18,
2014.
2. Increase awareness of PCF by implementing an Instagram account by July 1. Secure
500 followers from the target public by September 18, 2014.
3. Receive $20,000 in donations from college students 18-24 in the Tampa area by
November 8, 2014.
4. Recruit 75 new college students (ages 18-24) from the Tampa area as volunteers or
staff members by September 18, 2014.
Messaging
The campaign will be called the “Colleges Care Campaign” to tie together the Pediatric
Cancer Foundation with colleges in the Tampa area. College students are interested in being able
to contribute through volunteering, interning or by donating in small monetary amounts. College
students like the idea of holding leadership positions to boost their resumes and networking with
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professionals to support their future careers. Likewise, college students are more interested in
visual campaigns instead of a list of names and statistics. If they can emotionally connect with a
cause then they will be more likely to help it. These messages will be delivered through the
media tactics leading up to the major event, during other smaller events, throughout PCF social
media, and throughout Tampa college campuses. The overall tone of the campaign will be
serious and factual when discussing the issues and positive and proactive when describing how
students can get involved and have a positive outcome on said issues. The tone will be cheerful
when featuring PCF children’s lives on social media, but will also be serious when describing
their conditions.
The main messages in this campaign are:
1. Every donation, even $1, is necessary to ensure that these children are able to receive
the best and safest treatment available as well as providing research centers, like Moffitt, the
funds it needs for research.
2. Only 3.8 percent of government cancer research funding is allocated for pediatric
cancer. If we can collect as little as $5 from every college student in Tampa, we will make more
of an impact than collecting $5,000 from one person.
3. Children with cancer may not get to go to college- these children are extremely bright
and intelligent. What if YOU couldn’t finish your education because you were too sick?
4. Working with PCF is great for both you and us- by volunteering or interning for PCF,
you will build your resume as you network with influential leaders of the nonprofit sector in
Tampa. We work with several large sponsors, including major sports teams such as the Tampa
Bay Rays and the Tampa Bay Lightning.
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5. Liking PCF on Facebook and following @PediatricCancerFoundation on Instagram
will keep you updated on the lives of these amazing children you are helping. Follow
#WarriorWednesdays to meet a new PCF warrior every week and learn about the cool PCF
events happening on your campus.
These messages incorporate emotion, credibility, unexpectedness and the relatability of
stories to resonate with the target audience.
1. Stories: Having testimonials from the children battling cancer that could be
incorporated at the charity event, in media pitches, on social media, etc.
- Have a PCF child throw the first pitch at a campus baseball game and say how PCF
helped them and their family.
- Weekly stories/features of PCF kids on the Instagram (#WarriorWednesdays) to give
followers a sense of connection to the children they are benefitting.
- Stories pull on emotion, which would make college students want to help.
2. Credible- Board of directors, relationships with larger companies, sports teams in
Tampa and the network of nonprofits in the area.
3. Unexpected: so little is being given to pediatric cancer - 3.8 percent statistic
4. Emotion- children with cancer may not get to college; there is an immediate need for
treatments and medicines; connect with pictures and stories on social media.
TACTICAL PROGRAM
Objective 1: Host a charity event for college students ages 18-24 in the Tampa area on Oct.
18, 2014.
Tactics: Tampa’s Got Talent: A Talent Show for college students ages 18-24. Will be hosted at
the USF Performing Arts Center from 7 p.m. to 9 p.m. on October 18, 2014.
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- Each performer/group will be “coached” by a PCF child and will receive an “I’ve Got
Talent” tank with PCF logo on the back.
- 1st place winner(s) receive meet and greet with members of the Tampa Bay Rays team
and free tickets to a game at Tropicana Field.
1) Reach out to news media to generate awareness about the event- send press release to
Tampa Bay Times, local TV news stations.
2) Pre-sale event for tickets- partner with Bulls Club (a local bar) to give free cover to
students who buy a Tampa’s Got Talent ticket at the door. These tickets will be a reduced price
from tickets at the door on the day of the event.
3) Mail out event invitation to all of our current sponsors
4) Social media- promoting the event on Facebook and Instagram-Instagram features on the people/groups competing in the talent show
-Make a Facebook event
-Tell people to follow #TGT (Tampa’s Got Talent) on social media for
information leading up to the event
Objective 2: Increase awareness of PCF by implementing an Instagram account by July 1.
Secure 500 followers from the target public by Sept. 18, 2014.
Tactics:
1) Promote the weekly PCF kids features (#WarriorWednesdays) – emotion.
2) Put up pictures from various events with the children to generate “likes” and
comments.
3) Sorority photo contest for the chapters at USF and UT (Ex: A chapter makes a photo
with the caption, “Kappa Alpha Theta loves PCF” and the hashtag #PCFpower).
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-Whichever chapter gets the most likes on their picture after three days wins 200
tanks for the house (Ex: “Kappa Alpha Theta Cares” with PCF logo on the back”
-You must follow the PCF Instagram to see these pictures.
4) “PCF Planks” - Instagram contest on each campus. Instagram a picture “planking”
with #PCFpride and #PCFplanks.
-Whichever two Instagrams are chosen by the PCF staff will then compete on
Facebook. The picture with the most likes will win a Bonefish gift card (Bonefish is a
PCF sponsor).
-You must follow the Facebook and Instagram to see these pictures.
5) Sporting event on campus (see below)- get followers when they give their donations to
see the game.
Objective 3: Receive $10,000 in donations from college students 18-24 in the Tampa area
by Nov. 8, 2014.
Tactics:
1) Sporting event- partner with college sports teams (like USF men’s soccer or UT
women’s softball) to do donation-based ticket night (as opposed to free tickets). There would be
a suggested donation of $5:
- Get Instagram followers when they give their donations at the door. Post the best
picture with your friends at the game using #PCFplays and win a free PCF tank.
-Would be promoted on social media and campus newspapers
2) Tampa’s Got Talent: “selling” donated water and sodas at the event for suggested
donations
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3) Pair with professors: If USF, HCC or UT students donate a minimum of $20 to PCF
they can receive either an absence taken off of their record or the chance to make up a missed
assignment.
-Would be promoted in campus newspapers with participating professors.
4) Create a flag football tournament between USF and UT fraternities: There will be a
suggested donation of $200 per team.
-Members of the Tampa Bay Buccaneers football team (a PCF sponsor) will be
there to coach each team. By participating the fraternity members will also receive the
required philanthropy credit that each chapter needs.
- Would be promoted on social media and campus newspapers.
5) Pair with campus bookstores to do the sunshine campaign- Employee asks if student
customers want to donate to PCF at the register.
-Would be promoted on social media and campus newspapers.
Objective 4: Recruit 75 new college students (ages 18-24) from the Tampa area as
volunteers or staff members by Sept. 18, 2014.
Tactics:
1) Make specific leadership positions for resume builders/bragging rights- develop
committees that handle PCF’s event planning, public relations, social media, sponsorship, etc.
-These can be internships and will be good networking opportunities.
2) Pair with professors so that volunteers can get extra credit, a free absence or a chance
to make up an assignment.
-Would be promoted on social media and in campus newspaper.
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3) If you volunteer during for at least 3 PCF events you get a $50 Marathon gas card (a partner of
PCF).
4) Pair with USF Football: Volunteer during at least 3 PCF events and get a free guest
football ticket. UT students can get half priced USF student tickets.
5) Recruit these students at the sporting event, flag football tournament or pre-sale ticket
event.
Timeline
- Tuesday, July 1 - Create Pediatric Cancer Foundation Instagram
- Create an Excel document with different committees for PCF’s events, to attract new
college volunteers and interns. (Ex. public relations, social media and sponsorship)
- Start contacting professors at HCC, UT and USF to discuss working with them to
provide incentives for students to get more involved with PCF.
- Wednesday, July 2 - Instagram first #Warriorwednesday feature.
- Continue to call professors to gain more attraction for student volunteers and interns.
- Once professor list is complete, update Facebook page and Instagram to promote the
new incentives. Also contact school newspaper to run an ad on the new development.
- Call USF football coach or manager to discuss possible partnership.If students volunteer
for at least 3 PCF events they will receive a free guest football ticket. (UT students will receive
half-priced USF tickets).
- Thursday, July 3 - Create registration packet for the fraternity flag football tournament on
Friday, Sept. 12.
- Create promotional fliers to give to the fraternities as well. Drop fliers off at the gym,
dining halls and dorms.
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- Contact HCC, USF and UT bookstores to discuss a possible two-month Sunshine
Campaign beginning Sept. 8. (Employee asks if student customers would like to donate at the
register).
- Wednesday, July 9 - Instagram #Warriorwednesday picture.
- Create fliers discussing the Sept. 8 Sunshine Campaign.
- Contact Tampa Bay Rays about a meet and greet with the winners of Tampa’s Got
Talent.
-Thursday, July 10 - Create “I’ve Got Talent” proof and send to t-shirt company for the Tampa’s
Got Talent charity event.
- Wednesday, July 16 - Instagram #Warriorwednesday picture.
-Contact Bulls Club about hosting pre-sale ticket event for Tampa’s Got Talent on Oct.
10 and Oct. 11.
- Wednesday, July 23 - Instagram #Warriorwednesday picture.
- Announce the Tampa’s Got Talent charity event on Facebook page. Tell followers to
follow #TGT for more information leading up to the event.
-Create event page for Tampa’s Got Talent.
- Wednesday, July 30 - Instagram #Warriorwednesday picture.
- Contact decoration vendors for Tampa’s Got Talent.
- Wednesday Aug. 6 - Instagram #Warriorwednesday picture.
- Contact PCF children and see which children would like to “coach” a group or a
performer for Tampa Bay’s Got Talent.
- Contact t-shirt company for jerseys for the children that say “Coach” on the back with
PCF logo on the front.
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- Wednesday Aug. 13 - Instagram #Warriorwednesday picture.
- Friday, Aug. 15 - print out fliers to promote the sorority photo competition.
- Wednesday, Aug. 20 - Instagram #Warriorwednesday picture.
- Monday, August 25 - Have intern (s) pass out fliers to promote sorority competition to the
sorority houses at UT and USF (first day of the fall semester).
- Advertisement will run in the school newspapers discussing new PCF leadership roles
as well as the partnership with the professors.
- Wednesday, Aug. 27 - Instagram #Warriorwednesday picture.
- Start promoting the fraternity flag football tournament on Facebook and Instagram.
Create event page on Facebook.
- Monday, Sept. 1 at 5 p.m. - Interns go to USF and UT fraternities to announce the flag football
tournament and give them the sign-up paperwork. Registration costs $200 per team.
- Wednesday, Sept. 3 - Instagram #Warriorwednesday picture.
- Monday, Sept. 8 - Start of the two month Sunshine Campaign at campus bookstores.
- Tuesday, Sept. 9 at 10 a.m. - Begin sorority photo competition for USF and UT.
- Wednesday, Sept. 10 - Instagram #Warriorwednesday picture.
- Friday, Sept. 12 at 10 a.m. - End of sorority photo competition. Winner is announced on the
PCF Instagram at noon. The winning sorority will receive 200 tanks. (Ex. “Kappa Alpha Theta
Cares” with PCF logo on the back).
- Send sorority proof to t-shirt company. Tanks will be ready one week from Sept. 12.
- Mail out Tampa’s Got Talent event invitation to current PCF sponsors.
- Flag football fraternity tournament at 5 p.m. at the USF fields.
- Wednesday Sept. 17 - Instagram #Warriorwednesday picture.
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- Thursday, Sept. 18 - Deadline to secure 500 followers on Instagram.
- Deadline to obtain 75 new staff members/volunteers.
- Send press release for Tampa’s Got Talent to the Tampa Bay Times and local news
stations.
- Friday, Sept. 19 at noon- Sorority tanks will be delivered. Have intern(s) take the tanks to the
winning house.
- Wednesday, Oct. 1 - Instagram #Warriorwednesday picture.
-Update Tampa’s Got Talent Facebook page announcing current participants, with a
picture of their coach.
- Wednesday, Oct. 8 - Instagram #Warriorwednesday picture.
- Friday Oct. 10 from 8 p.m. to 11 p.m. - Pre-sale ticket event for Tampa’s Got Talent at the
Bulls Club (a local bar).
- Update PCF Instagram with picture and information about Tampa’s Got Talent newest
participants.
- Saturday Oct.11 from 8 p.m. to 11 p.m. - Pre-sale event at Bulls Club.
- Monday, Oct. 13 at noon - Begin the Instagram contest for “PCF Planks.”
- Wednesday, Oct. 15 - Instagram #Warriorwednesday picture.
- Wednesday, Oct. 15 at noon - Instagram contest ends and Kourtney Kellin, PCF special events
manager, will choose which two instagrams will compete in a Facebook competition.
- Wednesday, Oct. 15 at 2 p.m. - Facebook competition begins with the top two contenders from
“PCF Planks” Instagram contest.
-Thursday, Oct. 16 at 2 p.m. - The 24-hour Facebook competition is over and the winner is
announced. The winner will receive a Bonefish gift card (PCF sponsor).
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- Friday, Oct. 17 - Intern(s) will mail the winner his/her Bonefish gift certificate.
- Saturday, Oct. 18 - Tampa’s Got Talent charity event for college students at USF Performing
Arts Center from 7 p.m. to 9 p.m.
- “Selling” donated water and sodas at the event for a suggested donation of $2.
- Wednesday, Oct. 22 - Instagram #Warriorwednesday picture.
- Saturday, Oct. 25, at 8 p.m.- meet and greet with the Tampa Bay Rays team for the winners of
Tampa’s Got Talent.
- Winners will receive free tickets to a game as well.
- Wednesday, Oct. 29 - Instagram #Warriorwednesday picture.
- Wednesday, Nov. 5 - Instagram last #Warriorwednesday picture.
- Saturday, Nov. 8 - Deadline for receiving $10,000 in donations from college students ages 1824.
-End of campaign.
Budget
The budget for this campaign maximizes the relationships that PCF already has with
businesses in the Tampa area. Donated goods and prizes are prioritized to maximize the funding
PCF has to give to pediatric cancer research.
Objective 1
Tactics: Tampa’s Got Talent:
- USF Performing Arts Center Auditorium rental for one day: $1,500
-Includes lighting, sound, facility use
- Order of 250 “I’ve Got Talent” tanks from Tampa Fast Lane T-shirts: $800
-Meet and greet with Rays players/tickets for 1st place winner: free- donated
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- Printing of 2,500 tickets- Auditorium seats over 2,000 people: $70
- Price quote from printshoptampa.com
- Printing of 300 formal invitations for sponsors: $315
-Price quote from thewritestufftampa.com
- Donated water, sodas and snacks to sell at event: free
TOTAL FOR EVENT: $2,685
Objective 2
Tactics:
- 200 custom tanks for sorority photo contest (PCF logo on the back): $800
- $50 Bonefish gift card for Instagram contest: free- donated
TOTAL: $850
Objective 3
Tactics:
- Hosting sporting event: free
-$50 Outback Steakhouse gift card: donated-free
-Flag Football Tournament
-Daily rental of Magnolia Fields on USF Campus: $500
- Water and snacks: free- donated
- Tampa Bay Buccaneers appearance: free- donated
TOTAL: $500
Objective 4
Tactics:
-$50 Marathon gas card: free (donated)
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-USF guest football tickets/half priced student tickets: free (donated)
TOTAL: $0
Labor
Eight staff members x $7.93/hour x 40 hours/week x 12 weeks = $30,451.20
TOTAL BUDGET: $34,486.20
Evaluation Plan
Our campaign will be evaluated through our implementation survey, which will help us
to gain a better understanding of our audience. The progress throughout the campaign will be
measured by monitoring our social media outlets such as Facebook and Instagram. We will
monitor the number of likes our Facebook page has received every two weeks to keep track of
the progress. We will also keep track of the number of Instagram followers we gain during the
campaign and how many likes our pictures are receiving to determine the success of
#WarriorWednesday. Involvement will be measured through our various photo contests such as
#PCFplanks, Instagram campus contest, #PCFplays, flag football tournament, and #PCFpower
for our sorority Instagram contest. If there is not an increase in followers, or not enough
participation we will determine new opportunities to increase our social media presence.
The money we raise at every event will also be an indicator of the success of the
campaign. The number of new followers, new volunteers, and new participants will all be added
to our database so we will continue our relationships throughout the year and continue to gain
support.
To evaluate the program’s overall success we will send out a wrap-up survey to our new
supporters to see how their answers differ from their initial survey. We want to retain the
support we gain in order to keep spreading the word and encouraging the community to get
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involved in any way they can. By creating polls on our Facebook page with quizzes about PCF
and pediatric cancer we hope to test the knowledge of our audience while also keeping them
engaged and interested. This will also be a method of evaluation for our campaign.
Our overall goal is to increase our audience base and to gain a varying demographic. We
hope to achieve this through drawing on aspects that attract college-aged students while sharing
the stories of the many PCF children. If our surveys, polls and photo contests do not achieve the
needed attention we will continue to develop new objectives and tactics until we have achieved
our goal.
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Resources
Children's Cancer Center: Our Mission. (n.d.). Retrieved June 16, 2014, from
http://www.childrenscancercenter.org/our-mission/.
Millennials: A Portrait of Generation Next. (2010, February 24). Retrieved June 16,
2014, from http://www.pewsocialtrends.org/files/2010/10/millennials-confident-connected-opento-change.pdf
The Pediatric Cancer Foundation: About Us. (n.d.). Retrieved June 16, 2014, from
http://fastercure.org/about-us/.
Kourtney Kellin. Special events manager for the Pediatric Cancer Foundation
Phone number: 727-409-7676; Email: kkellin@fastercure.org
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Sample Survey
1. What is your current age?
A. Under 18
B. 18-24
C. 25-29
D. Older than 29
2. Which college do you attend?
A. University of South Florida
B. University of Tampa
C. Hillsborough Community College
D. I do not attend one of these colleges
3. What is your gender identity?
A. Male
B. Female
C. Male to female transgender
D. Female to male transgender
E. Prefer not to answer
F. Other (please specify) ___________________
4. Rank the following social media platforms in the order that you most frequently use them:
(1 being most often and 5 being least often):
A. Tumblr _____
B. Facebook _____
C. Twitter _____
D. Instagram _____
E. Youtube _____
5. What times of the day do you often use social media? Rank the following times of the day in
order from most (1) to least often (5):
A. Morning (7 a.m. to 10 a.m.) ______
B. Lunch (11 a.m. to 1 p.m.) ______
C. Afternoon (2 p.m. to 4 p.m.) ______
D. Evening (5 p.m. to 7 p.m.) ______
E. Night (8 p.m. to 11 p.m.) ______
6. “Cancer research is important to me”:
• (1) Strongly Disagree
• (2) Disagree
• (3) Somewhat Disagree
• (4) Neutral
• (5) Agree Somewhat
• (6) Agree
• (7) Strongly Agree
7. Rank the following types of cancer research in order of their importance to you:
(1 being most important, 7 being least important)
A. Liver cancer research _____
B. Breast cancer research _____
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C. Pediatric cancer research _____
D. Colon cancer research ______
E. Lung cancer research ______
F. Ovarian cancer research ______
G. Skin cancer research ______
8. On a scale of 1 to 7, how concerned are you with raising funds for pediatric cancer research?
Not concerned 1 2 3 4 5 6 7 Concerned
9. On average, how often do you donate to organizations that fund cancer research?
A. Once a week
B. Twice a month
C. Once a month
D. Once every six months
E. Once a year
F. I do not donate to such organizations
E. Other: ____________
10. On average, how often do you donate to organizations that fund pediatric cancer research?
A. Once a week
B. Twice a month
C. Once a month
D. Once every six months
E. Once a year
F. I do not donate to such organizations
E. Other: ____________
11. Do you currently or have you in the past volunteered with an organization that funds cancer
research?
A. I currently volunteer with an organization that funds cancer research
B. I previously volunteered with an organization that funds cancer research
C. I have never volunteered with an organization that funds cancer research
12. Do you currently or have you in the past volunteered with an organization that funds
pediatric cancer research?
A. I currently volunteer with an organization that funds pediatric cancer research
B. I previously volunteered with an organization that funds pediatric cancer research
C. I have never volunteered with an organization that funds pediatric cancer research
13. To what organizations do you normally donate money? Why do you donate to that/those
specific organization(s)? (Open-ended)
14. What would motivate you to donate to an organization that funds pediatric cancer research?
(Open-ended)
15. What would motivate you to volunteer for an organization that funds pediatric cancer
research? (Open-ended)
16. Have you heard of the Pediatric Cancer Foundation?
A. Yes
B. No
C. Not sure
17. Have you ever attended one of the Pediatric Cancer Foundation’s events?
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A. Yes
B. No
C. Not sure
18. Have you ever donated to the Pediatric Cancer Foundation?
A. Yes
B. No
C. Not sure
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