Running Head: BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Blue Jeans for Babies: A Public Relations Campaign for a Nonprofit Organization
March of Dimes
Virginia Hicks
Spring Hill College
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BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
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Abstract
March of Dimes is a nonprofit organization that helps premature births. In November,
March of Dimes’ hosts an annual event called Blue Jeans for Babies. The project manager helps
to create and implement a multi-level communication campaign for the Alabama Chapter. This
project entailed creating a social media campaign, creative material, and a fundraising campaign
called “Dime Donations.” The project was implemented during a 12 week timeframe. This
project was examined through the lens of the Two-Way Symmetrical Theory. The project results
were reported up to November 11 and this was ongoing campaign that lasted until November 20.
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Table of Contents
Situational Analysis ............................................................................................................ 4
Background ..................................................................................................................... 4
Rationale ......................................................................................................................... 5
Purpose ............................................................................................................................ 5
Research Question........................................................................................................... 6
Research .............................................................................................................................. 6
Nonprofits: Fundraising and Volunteers ......................................................................... 6
Nonprofits Use Facebook for Fundraising ...................................................................... 8
Two-Way Symmetrical Theory ...................................................................................... 9
Strategies and Tactics........................................................................................................ 10
Target Audiences .......................................................................................................... 10
Timeline ........................................................................................................................ 11
Material and Budget ...................................................................................................... 14
Measurements ................................................................................................................... 15
Facebook ....................................................................................................................... 15
Dime Donations ............................................................................................................ 16
Conclusion ........................................................................................................................ 17
Discussion ..................................................................................................................... 17
Reflection ...................................................................................................................... 20
References ......................................................................................................................... 22
Appendices ........................................................................................................................ 25
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Situational Analysis
Background
In 1938, President Franklin D. Roosevelt created a foundation called the National
Foundation for Infantile Paralysis. Roosevelt founded this organization to help fellow polio
patients to receive aid programs and to fund research for vaccines (Rose, 2010). The famous
radio announcer, Eddie Cantor, urged the nation to send “dimes” to the President. Cantor’s play
on words inspired a nationwide fundraising campaign. Thousands of dimes were sent to the
White House to show support. This coined the phrase “March of Dimes.”
March of Dimes’ mission statement is to “improve the health of babies by preventing
birth defects, premature birth and infant mortality” (Our Cause, 2015). In 2003, March of Dimes
started a Prematurity Campaign to raise awareness and find causes for premature births. March
of Dimes organizes many fundraising events throughout the year to help raise awareness.
Specifically, November is Prematurity Awareness Month and November 17 is World
Prematurity Day. The March of Dimes chapter in Alabama is hosting a fundraising event called
“Blue Jeans for Babies” on November 20 to celebrate Prematurity Day.
Since 1997, the Alabama March of Dimes Chapter has raised $2.4 million through its
Blue Jeans for Babies Day (Gilbert, 2015). The GuideStar Nonprofit Profile reported in 2013
that March of Dimes revenue was estimated at $207.5 million. Their operating revenue ended the
year with $241.8 million due to volunteers and donors (GuideStar, 2015). In 2014, the annual
March of Dimes report stated that donors and volunteers raised $198.8 million. Comparing 2013
to 2014, a $10 million difference was observed and was not as effective as previous years. The
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cause of change could have been donors not giving the same amount of money, or volunteers
spending their time elsewhere. In 2002, there were approximately 1.32 million nonprofits
registered with the Internal Revenue Service (IRS) (Brice & Pettijohn, 2014). By 2014,
approximately 1.44 million nonprofits registered with the IRS. This is an 8.6 percent increase
from 2002 and this increased the competition between nonprofits to retain donors.
Rationale
The diverse range of nonprofits gives individuals the opportunity to find an organization
that they are passionate about, but nonprofits face the challenge of being in competition with
others for donations and volunteering. March of Dimes creates new ways of fundraising to reach
donors’ minds, wants, and opportunities of engagement.
Purpose
Fundraising is a crucial component for nonprofits. Nonprofits are forced to keep up with
the times because their old ways and methods of fundraising are ineffective and outdated.
Because nonprofit organizations are constantly competing with one another, they are driven to
come up with new ways to raise money and keep volunteer participation. Money is a valuable
resource, many nonprofits have begun to utilize social media due to its low cost and wide reach.
It is essential for nonprofits to continue to conceptualize potential donors who are subjected to
requests of many other nonprofits. Social media is an outlet that allows nonprofits to be able to
reach their donors in a new way. Organizations not only can connect to disseminate information
to the public, but also can encourage professional networking through social media. Nonprofits
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need to build relationships with donors, not just for money, but to create a lifetime investment.
Results of this project will be evaluated through the lens of Two-Way Symmetrical Theory.
Research Question
Nonprofits pave the way to finding solutions to problems that seem unsolvable. Peter
Frumkin defends this idea by stating, “In reality, nonprofits have a set of unique advantages that
position them to perform important societal functions neither government nor the market is able
to match” (Brooks, 2006, p. 304 ). The project manager hopes to answer the following question:
Can a multi­level communication campaign influence donor activity and local business’
participation for a nonprofit organization?
Research
Nonprofits: Fundraising and Volunteers
Nonprofits in the United States have been steadily growing throughout the past decade.
This rapid growth is considered beneficial because of government efforts, services provided by
nonprofits, and the overall greater provision of good (Bose, n.d). Bose stated, “However, the
increasing number of nonprofits also increases the competition for limited resources” (p. 1).
These private sources allow nonprofits to provide public or private goods. Nevertheless,
donations are dependent on the economic realities. Over the last decade, the economy has not
grown at the same pace as nonprofits (Bose, n.d.). This makes competition between nonprofits a
pressing issue. Erwin and Landry (2015) stated that “fundraising is a means for enhancing
financial resources in an environment characterized by rising cost, shrinking reimbursements,
and limited access to capital” (p. 97). Nonprofits strive to do the impossible by providing
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necessary goods and services to people without the capital to back them up. The increase in
competition for charitable dollars is stressful, but nonprofits must determine how to best measure
and improve fundraising effectiveness (Erwin, & Landry, 2015). Mary Ann De Barbieri (2005)
said, “It takes more than a compelling cause to be successful” (p 13). De Barbieri (2005) created
a five-step process to have a successful fundraiser: readiness, research, reality, relationships, and
the request. Fundraising is not looking for handouts, but looking for funding partners. Working
to develop lifetime donor relationships is a commitment that takes time and resources.
Fundraising is greatly affected by the economy. During a time of recession, donors and
volunteers’ concerns lie elsewhere. The volunteer rate for nonprofits has steadily declined over
the years. In 2013, 62.6 million adults (24.5 percent of the United States populations)
volunteered at least once. Only 15.1 million people (6.1 percent) volunteered on an average day
in 2013 (McKeever & Pettijohn, 2014). The years 2003, 2004, and 2005 had the highest rate of
28.8 percent. Volunteers are crucial to the success of nonprofits. McKeever and Pettijohn (2014)
report that “the time volunteers spent in 2013 was worth an estimated $163.0 billion” (p. 13).
This shows that volunteering is a vital revenue for nonprofits. Stebbins (2009) states that the
growth of nonprofits is “ever more important in an era of governmental budget cutting exercised
in parallel with an increasing need for a huge range of human services” (p. 155). Volunteers are
a part of human services that fit into society; their efforts contribute to community involvement.
Volunteers give nonprofits life and allow them to thrive without monetary expense.
Volunteering is one of the most important ways in which donors can show their support
for the organization. Donors enjoy giving their time and money to nonprofits because of the
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“benefits from the output, the warm glow they receive, out of self-interest or altruistic concerns
about the society” (Bose, n.d., p. 3). Not only does their work help a cause, but it can also help
with one’s self-image.
Nonprofits Use Facebook for Fundraising
It is often mistaken that fundraising is one of the sole means for nonprofits to get out
information to donors. Instead, donors and volunteers are able to find nonprofits through social
networks. In 2014, Creedon reported that an overwhelming 88% of nonprofits say their most
important communication tool is their website and email. Nonprofits also reported that 97% of
them have a Facebook page. Nonprofits use social media as a megaphone, engaging their
communities by announcing events and sharing organization information (Creedon, 2014). Using
social media as a megaphone pays off. Klie (2012) states that, “The average social media
community has grown dramatically since 2009. The number of Facebook followers is up 161
percent; Twitter followers are up 535 percent; and Linkedin members have more than tripled” (p.
27). Nonprofits are turning to social media and other low-cost communication technologies to
influence supporters (Perlstein, 2011).
Nonprofits are taking advantage of social movements by generating impact through
social media, online video, texting, and technology related strategies. Today, many nonprofits
are striving towards using simple technology to strengthen their organizations, the use of new
tools and strategies to strengthen their programmatic efforts (Perlstein, 2011). Nonprofits can
capitalize their media by staying consistent and up to date. Heyman remarks, "The biggest pitfall
that nonprofits fall into is creating a presence and then letting it dwindle" (Kile, 2012, p. 27).
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According to contemporary findings, supporters are more willing to stay involved if social media
is alive and active.
Facebook has revolutionized social networking. There are over 500 million users around
the world (Vericat, 2010). Vericat (2010) interviewed Randi Zuckerberg, author of The
Networked Nonprofit, and stated that people are starting to tap into fundraising through social
networks. Zuckerberg said, “Through social media, people not only donate money, but even
more importantly, their reputation and identity” (p. 177). Every time that someone likes a page
or joins a cause through Facebook, their friends see what they support and what issues matter to
them. This action can start trending online, gain traffic, and recruit new followers, donors and
volunteers. Facebook allows organizations to create stories to inform and inspire people, making
it a powerful platform (Vericat, 2010). Facebook is a free tool that requires little technical
expertise, allowing nonprofits to express their organization however they choose.
Two-Way Symmetrical Theory
The Two-Way Symmetrical Theory is one of the four public relations models created by
Grunig and Hunt (1984). The Two-way Symmetrical Theory differs from the other three models
because, “the first three models reflect a practice of public relations that attempts through
persuasion to achieve the organization’s goals” (Baskin, Heiman, Lattimore, & Toth, 2012, p.
62). The Two-Way Symmetrical model reflects on balancing self-interest with the interest of
another group. Baskin et al. (2012) said that Two-Way Symmetrical Theory “focuses on the use
of social science research methods to achieve mutual understanding and two-way
communication rather than one” (p. 62). Grunig and Hunt (1984) described the nature of this
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theory to be balanced, where communication flows both to and from publics. The goal of this
model is “building relationships” that will mutually benefit parties, policies and actions
(Cameron, Reber, Shin & Wilcox, 2013). Grunig and Hunt (1984) said, “The public relations
staff brings the two groups together, and, as long as both communicate well enough to
understand the position of the other, the public relations effort will have been successful” (p. 23).
Today professional leaders and educators are the main supporters because this is “practiced in
organizations that engage an issue identification, crisis and risk management, and long-range
strategic planning” (Cameron et al., 2013, p. 53). Grunig argues that the Two-Way Symmetrical
Model is the most ethical because all parties involved are part of the resolution to the problem
(Baskin et al., 2012). A public relations professional helps the decision maker find new ways of
thinking through a problem, this creates a circumstance where people can put their heads
together to find a solution (Grunig & Hunt, 1984).
Strategies and Tactics
Target Audiences
March of Dimes’ main mission is to focus on mothers and premature babies. The target
audience for this project is women aged 25 and up. Fundraising efforts will target local
businesses that cater to women and mothers. The project manager found this demographic to be
important because mothers are the main target audience affected by the work of March of Dimes.
The March of Dimes Alabama Chapter Facebook analytics is 83 percent female and 16 percent
male. Females from the age of 25-34 are the top age range at 34 percent, followed by 35-44 at 25
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percent and 45-54 at 11 percent. Other targeted audiences include the Spring Hill College
campus and residents around the country that the project manager knows.
Timeline
The project manager created a 12- week timeline for the project to be constructed and
implemented. The project manager helped produce content and fundraising efforts for “Blue
Jeans for Babies.” The first step was to conduct a face-to-face meeting with Elizabeth (Riley)
McDuff, the Community Director for March of Dimes Alabama Chapter (see Appendix A).
During the meetings and emails, a list of goals and deadlines were constructed of what the
manager should do over the next 12 weeks. The list entailed a social media campaign, flyers, a
brochure, and a fundraising goal of $1,120.15. This total amount was chosen because this was
the date of Blue Jeans for Babies.
Fundraising efforts began within the first three weeks. The first fundraising efforts the
project manager implemented were ‘Blue Jeans for Babies’ t-shirt sales (see Appendix B). Tshirt sales were completed by October 1 and the t-shirts were worn on November 20. Another
way the project manager received donations was by creating her own personal campaign called
“Dime Donations.” The project manager drafted a letter that was targeted to local businesses
asking them to participate in “Dime Donation” buckets. The businesses were selected based on
the consumer, women and mothers 25 and older. The local businesses received this letter seven
weeks out from the day of the event (see Appendix C). The project manager personally delivered
the letters and asked the manager and/or owners to partake in “Dime Donations.” Local business
manager or owner(s) were asked to set out the “Dime Donation” bucket on their counter or
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payment area for the first three weeks of November. The project manager followed up with a
phone call a few days later. When the local business accepted the challenge, the money raised
inside their bucket would be matched. The money was collected on November 21. Success was
not determined by the number of donations, but relationships built with local businesses and how
they supported Prematurity Awareness Month. If businesses are not responsive to this bucket,
the project manager had another way of fundraising.
The social media campaign was conducted through the March of Dimes Alabama
Chapter's Facebook page. The campaign was implemented for three weeks starting on October
30 and ending November 20 (see Appendix D). McDuff shared the administrative passcode with
the project manager so she could upload posts and evaluate analytics. The social media
campaign was ready by the third week of October. Each week varied in posts, and more posts
were implemented closer to the day of the event. Week one, October 30 to November 5 had four
posts. Week two, November 6 to 12 had four posts. Week three, November 13 to the 20 had 10
posts. Each post was designed as infographics. If the posts did not show engagement, the project
manager would update the content to images and words, or a new infographic. Images for the
infographics were either obtained through March of Dimes Photobucket or created through
Adobe Illustrator and InDesign. The project manager rented Adobe Suite on her computer and
used the Adobe Suite at the Spring Hill College Library. After the event was over, Facebook
analytics were evaluated. The project manager compared Facebook analytics from October 30 to
November 30 of 2014 to 2015. Evaluations were made on the Facebook page’s number of likes,
reach, and post average. Each post was examined by number of people reached, likes, comments,
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shares, post clicks, and photos viewed. Also, each posts engagement rate was calculated (see
Appendix E). This was important because this told the project manager how engaging the page
and posts were. If Facebook analytics did not show increased results from 2014 to 2015, the
manager evaluated on how to change the content to gain more results in likes, reach, and post
views. The project manager also created a Prematurity Awareness Month template for feature
stories that were shared throughout the campaign (see Appendix E).
Two flyers were designed (see Appendix G). The flyers were hung in local businesses
that partook in the “Dime Donation” bucket. The first flyer focused on the event of “Dime
Donations,” and the second flyer focused on Prematurity Awareness Month. A brochure was
produced for the Blue Jeans for Babies 2016 event (see Appendix H). The brochure was
designed through Adobe Illustrator and InDesign. McDuff sent the project manager a set of
design guidelines used by March of Dimes. The brochure was a zip tri-fold and was due on
November 6.
The last fundraising efforts were held on Spring Hill College’s campus. The project
manager conducted a personal “Dime Donation” the first three weeks of November. For these
three weeks, the manager wore the same Blue Jeans for Babies t-shirt and sat in the school
cafeteria during common hour at a table collecting change from students, faculty, and staff. The
project manager also carried around a “Dime Donation” bucket for three weeks. Lastly, the
project manager mailed out “Dime Donation” letters to friends, family, and local PR and
Advertising agencies (see Appendix I). This was mailed out the last week of October. All
donations mailed back were shipped to McDuff at the March of Dimes office in Mobile.
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All money that was raised was recorded (see Appendix J). The “Dime Donations” on
Spring Hill’s campus were recorded every three days to protect the planner against fraud
accusations. The money raised within the three weeks was given to McDuff the fourth week of
November. McDuff and the project manager counted the “Dime Donations.”
The project was evaluated through the lens of Two-Way Symmetrical Theory. The
project manager found this theory to be applicable because fundraising efforts are not just about
asking for money, but also about building relationships between donors and organizations. This
was achieved through the direct line of communication to the manager from March of Dimes and
“Dime Donation” participants. Reaching the fundraising goal was important but not as important
as maintaining old and creating new relationships with the local businesses, students, faculty,
and staff.
Material and Budget
The project manager aimed to make every task free of charge because the project was
completed with a nonprofit. Materials used for this project were a car, paper, envelopes, stamps,
crepe paper, paint, and buckets. McDuff gave the project manager March of Dimes envelopes,
paper, and postage for the Dime Donation letters. McDuff also lent the project manager 12
buckets for “Dime Donations” and paint for posters. The flyers were printed on Spring Hill
College’s campus through the project manager’s student account. Crepe paper used for the
posters was supplied by the Campus Programing Board on Spring Hill’s campus.
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Measurements
In August, the project manager became a consultant for the March of Dimes Alabama
Chapter. After discussing with McDuff, the project planner needed to create social media content
and design pieces for the event. The project manager took on a personal goal of creating her own
fundraising campaign called “Dime Donations.” The project results were reported as of
November 11 and this is an ongoing campaign that will last until November 20. The numbers
will be updated on the date of the presentation day, December 4.
Facebook
The project manager had a goal to gain more likes for the March of Dimes Alabama
Chapter’s Facebook page, Facebook analytics were collected from October 30 to November 20,
2014 and 2015. From October 30 to November 20, 2014 the numbers of likes for the page went
from 1,796 to 1,828. There was an increase of 32 likes during this timeframe. The first week of
2014 went from 1,792 likes to 1,797, increasing by five likes that week. The first week of 2015
went from 2,150 likes to 2,161, increasing by 11 likes that week. The second week of 2014 went
from 1,798 likes to 1,809 likes, increasing by 11 likes that week. The second week of 2015 went
from 2,162 likes to 2,174 as of November 11, increasing by 12 likes. The total average reach for
October 30 to November 20, 2014 was 550, the average post reach was 529. As of November 11,
2015 the total average reach was 1,050, an average post reach of 1,020. An updated number will
be added December 4 in a packet in the back of the folder.
Each post was designed as an infographic to gain engagement. Each post was organic.
The posts (see Appendix D) from October 30 to November 11 show the number of people
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reached, likes, comments, shares, post clicks, and photos viewed. The October 30 post reached
711 people, 16 likes, 0 comments, 1 shares, 22 post clicks, and 15 photo views. Post engagement
rate was 2.39 percent. October 31 post reached 238 people, 7 likes, 0 comments, 0 shares, 6 post
clicks, and 6 photo views. Post engagement rate was 2.94 percent. November 1 post reached 996
people, 17 likes, 0 comments, 22 shares, 23 post clicks, and 14 photo views. Post engagement
rate was 3.92 percent. November 4 post reached 3,527 people, 26 likes, 0 comments, 41 shares,
85 post clicks, and 19 photo views. Post engagement rate was 1.90 percent. This post had five
comments, but because of privacy settings the project manager could not read what they posted.
The November 4 post got one negative feedback of hiding the post. November 6 post reached
662 people, 6 likes, 0 comments, 0 shares, 14 post clicks, and 12 photo views. Post engagement
rate of 0.91 percent. Nov. 8 post reached 875 people, 9 likes, 0 comments, 16 shares, 14 post
clicks, and 7 photo views. Post engagement rate of 2.86 percent. November 9 post reached 596
people, 10 likes, 1 comments, 12 shares, 10 post clicks, and 7 photo views. Post engagement rate
of 3.86 percent. November 11 post reached 426 people, 9 likes, 1 comments, 0 shares, 39 post
clicks, and 33 photo views. The one comment was left by Ashley Wheeler Toms saying,
“Incredible stats March of Dimes Alabama Chapter! Thanks for working hard to give every baby
a fighting chance at life.” Post engagement rate of 2.35 percent. These numbers helped the
project manager understand how successful each post was.
Dime Donations
The Dime Donation Buckets were distributed on October 30 to 10 local businesses. The
10 local businesses were Tropical Smoothie, Cara & Company, Holiday Inc., 4Bags, Mr. Gene’s
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Beans, Latte Da Coffee Shop, Adrenaline, Andree’s, M&F Casuals, and Sandra’s Place. The
local businesses were challenged to keep their bucket on display for three weeks. The project
manager sold four ‘Blue Jeans for Babies’ t-shirts and amounting to $80.00. As of November 11,
the total amount of the local businesses was $63.35. This total is not the matched price that some
local businesses have agreed upon. Throughout Spring Hill’s campus, the project manager has
collect $136.46. The Dime Donation letters have amounted to $110.00. The “Dime Donation”
campaign will be completed and collected by November 22.
Conclusion
Discussion
Nonprofits have a crucial role of providing public goods and services, but nonprofits
cannot provide these goods and services without the community's time and money. The number
of nonprofit organizations is rising much faster than the rate of donations. How are nonprofits
keeping and gaining new and old supporters? Nonprofits are finding alternative solutions, such
as social media to appeal to supporters. The project was examined through the Two-Way
Symmetrical Theory created by Gruing and Hunt in 1987. The Two-Way Symmetrical Theory is
achieving mutual understanding and creates communication to and from publics. Relations
between the public and nonprofit are crucial to success.
At the beginning of the project, the project manager asked, “Can a multi­level
communication campaign influence donor activity and local business’ participation for a
nonprofit organization.” Results of the project show that multi-level communication campaign
has been successful up to November 11. The project manager had successes in gaining new
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donors and supporters through social media and fundraising efforts. With the theory in mind, the
project manager balanced the self-interest of both groups, so the project manager expected new
donors and supporters. The project manager used direct forms of communication to create a
relationship with businesses and Spring Hill College students, faculty, and staff. The efforts
made were to open up a dialogue with the project manager.
Out of the 25 businesses asked, 10 businesses committed to the “Dime Donation”
buckets. As of November 11, the project manager believes that the fundraising goal will be
accomplished through the “Dime Donation” letters, buckets and donations. Reflecting back on
the theory, the local business only took interest because they had a self-interest in helping March
of Dimes. The project manager worked with businesses individually when it came to the “Dime
Donation” buckets. Some businesses could not match the bucket cost due to financial reasons,
but were still willing to do the bucket. This allowed some local business to partake in the “Dime
Donation” without a conflict of interest. It also let shoppers know that the local businesses were
willing to help a nonprofit such as March of Dimes, in hopes that their customers would give
change to the cause.
The project manager engaged with the students and faculty by sitting in the back of the
cafeteria as well as approaching them and asking if they would like to donate. With the theory in
mind, the project manager knew that the new donors would be students who would not have a lot
of money. Instead of asking students for a larger donation, the project manager asked them for
loose change. This allowed students to participate in the cause without taking a hit to their
monthly spending. Although, the manger did run into implications along the way. The first
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being, that people do not carry change because so many people use cards. The second
implication was that students did not want to donate because of financial reasons or had no
interest. The project manager would not force people to give to her cause, but highly encouraged
spreading the word about her “Dime Donations.” The third implication the project manager
discovered was not regulating and being able to consistently check-up on the “Dime Donation”
buckets and letters. If the project manager did a consistent check-up or a follow up letter, would
the donations have resulted in a higher number?
The project manager’s speculations were correct about social media. As shown in the first
two weeks, the Facebook post had shown a positive increase regarding engagement from 2014 to
2015. The number of page likes per week increased from 2014 to 2015. The average post reach
increased by 500 people from 2014. This shows the infographics had a high rate of engagement,
due to reach, likes, and shares. Even though the results were only compared the first two weeks,
there was still an increase. The full Facebook evaluation will be updated on the presentation day,
December 4. Each post was truly organic, so what if the project manager was able to boost each
post, or selected post? Would the outcome of the analytics be the same? Most posts were
scheduled before 8 a.m. The posts were placed at this time to gain a higher reach of audience.
After looking at the Facebook analytics, the project manager would have liked to change some
posts to later in the evening before 8 p.m. when the fans are online the most. The post reach is
shown to be the highest at this time. After observing this, the project manager changed some of
the posts after November 11 around 8 p.m. Updated information on posts after November 11 will
be in the packet in the back.
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The project manager’s efforts have been successful up to November 11. With the help of
McDuff, the project manager was able to complete and prove that completing a multi-level
communication campaign alone is possible. The project manager is able to leave the Alabama
Chapter of March of Dimes with a new Facebook and fundraising campaign. Even though the
campaign does not end until November 20, the project manager has seen positive results by
using the Two-Way Symmetrical Theory and has bright hopes that the fundraising goal will be
met.
Reflection
My decision to work as a consultant for this project was based on a couple of factors. The
first factor was that I genuinely wanted to work with a nonprofit for my seminar. Over the last
few years, I have watched countless individuals work on different forms of projects, and as I
watched, I realized that working for a nonprofit would be best for me. By working with March of
Dimes, I gained knowledge and appreciation for what services many nonprofits provide. I
especially gained appreciation for employees like McDuff. As the project manager, I realized
that working for a nonprofit is very difficult work. The second factor that impacted me to work
with March of Dimes was having a desire to do nonprofit work once I graduate. I would love to
work for a nonprofit, but not as a full time employee. I would love to partake on a board or
committee because I believe it is very beneficial to myself and my community.
If I could redo this next year, I would like to change a few things. First, I should have
researched more on local businesses and have been more proactive about asking. Such as,
finding businesses that have a higher cash in-flow and out-flow, so that people would want to
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donate their loose change to the “Dime Donation” bucket. I would have liked to ask at least 50
business, and have at least 20 businesses commit. Second, I should have made a contract that a
business would have signed when committing to the bucket. The contract would include the
rules of the bucket, and if they were willing to match or not match the bucket. This would have
been helpful with organization. I felt at times I was a little unorganized, and thought I was not
going to make my own personal deadlines, but was able to catch up and stayed up to date with
my project.
To work for a nonprofit, one must be humble and dedicated. I am more aware of the hard
work that goes unnoticed and unrecognized by nonprofits. I know my contribution was small,
but I know it will help a family in some shape or form. I believe that nonprofit work is some of
the best work out there. I would still like to be connected to March of Dimes as I grow older
because I feel like my small step helped make a difference in the world.
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References
Association of Fundraising Professionals, & The Urban Institute. (2014). 2014
Fundraising effectiveness survey report. Retrieved from:
http://www.urban.org/research/publication/ 2014-fundraising-effectiveness-surveyreport/view/full_report.
Baskin, O., Heiman, S.T., Lattimore, D., & Toth, E.L. (2012). Public relations the profession &
the practice. McGraw-Hill: New York.
Bose, J. (n.d.). Effects of nonprofit competition on charitable donations. Unpublished
manuscript, Department of Economics, University of Washington, Seattle. Retrieved
from http://econ.washington.edu/sites/econ/files/old-site-uploads/2014/11/Bose_jmpaper.
pdf.
Brooks, A. C. (2006). Efficient nonprofits?. Policy Studies Journal, 34(3), 303-312.
doi:10.1111/j.1541-0072.2006.00174.x
Cameron, G.T., Reber, B.H., Shin, J. Wilcox, D.L. (2013). Think public relations. Pearson: New
Jersey.
Creedon, A. (2014, March 13). How nonprofits see social media to engage with their
communities. Nonprofit Quarterly. Retrieved from http://nonprofitquarterly.org.
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
De Barbieri, M. A. (2005). Ready, set, fundraise! Five steps to success in fundraising from the
private sector. Public Manager, 34(1), 13-15.
Erwin, C.O., & Yarbrough Landry, A. (2015). Organizational characteristics associated
with fundraising performance of nonprofit hospitals. Journal Of Healthcare
Management, 60(2), 96-112.
Gilbert, K. (2015). Alabama blue jeans for babies. Retrieved from
http://bluejeans.kintera.org/faf/home/default.asp?ievent=1145304.
Grunig, J.E., & Hunt, T. (1984). Managing public relation. CBS College Publishing: New
York.
GuideStar. (2015). March of Dimes Foundation. Retrieved from
http://www.guidestar.org/organizations/13-1846366/march-dimes-foundation.aspx.
Klie, L. (2012). Nonprofits find money on the web. CRM Magazine, 16(4), 24-28.
March of Dimes. (2014). 2014 annual report. Retrieved from
http://www.marchofdimes.org/materials/2014-annual-report.pdf.
McKeever, B.S., & Pettijohn, S.L. (2014, October). The nonprofit sector in brief
2014. Urban Institute, 1-17. Retrieved September 16, 2015, from
http://www.urban.org/sites/default/files/alfresco/publication-pdfs/413277-TheNonprofit-Sector-in-Brief--.PDF.
23
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
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Our Cause (2015). Mission Statement. Retrieved from www.marchofdimes.org.
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doi:10.1002/ncr.20072
Rose, D. (2010, August 26). A history on the march of dimes. March of dimes archives.
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Stebbins, R. (2009). Would you volunteer?. Society, 46(2), 155-159.
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BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Appendices
Appendix A: Emails exchanged with McDuff
Appendix B: ‘Blue Jeans for Babies’ T-Shirt Sales
Appendix C: “Dime Donation” Letters to Local Businesses
Appendix D: Facebook Posts
Appendix E: Equation for Post Engagement Rate
Appendix F: Prematurity Awareness Month Template for Feature Stories
Appendix G: Flyers
Appendix H: 2016 Brochure
Appendix I: Dime Donation letters to friends, family and local PR and Advertising agencies
Appendix J: Money Raised
25
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Appendix A
Emails exchanged with McDuff
26
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
27
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
28
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
29
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
30
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
31
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Example of a basic template
32
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Appendix B
‘Blue Jeans for Babies’ T-Shirt Sales
33
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Sold
Blue: 0
Orange: 0
Green: 1
Purple: 2
Pink: 0
Total Sales: 3
Funds: $60.00
34
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Appendix C
“Dime Donation” Letters to Local Businesses
35
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
36
Virginia (Ginny) Hicks
4000 Dauphin St. #472
Mobile, AL 36608
(801)-718-4588
Oct. 19, 2015
Greetings,
My name is Virginia (Ginny) Hicks, and I am a senior at Spring Hill College. As a Communications major,
we are required to do a senior seminar project. For my project, I paired up with March of Dimes. March of Dimes is
a national non-profit organization that works to improve the life and health of mothers and their premature babies.
November is Prematurity Awareness Month. In November, March of Dimes puts on a event called “Blue Jeans for
Babies.” World Prematurity Day is celebrated on November 17; the Alabama Chapter is celebrating this day and
hosting this event on November 20. We are not only trying to fundraise for this event but raise awareness.
I am challenging local businesses and asking them to help raise awareness in November. I challenge your
business to accept my Dime Donation Bucket. The bucket will be placed on your counter for the first three weeks in
November. People can donate any amount of money into the bucket. Whatever money is raised inside the bucket,
your business must match. I also encourage your business to take on these few tips for November.
●
Wear purple! Capture your employees or even customers supporting this cause and post it on social media
and tag us #ALBlueJeans #purpleforpreemies #marchofdimes #bluejeansforbabies
●
Program to have marchofdimes.com be on your websites homepage
●
Invite your staff or customers to share their own stories relating to the March of Dimes Mission –feature
their stories at your business.
●
Turn your enviroment purple: banners, flyers, ribbons, lights, message boards, etc.
●
Post prematurity messages on your social media. Use the hashtag #ALBlueJeans #purpleforpreemies
#marchofdimes #bluejeansforbabies
●
Change your Facebook cover photo to the prematurity awareness cover photo
●
ON NOVEMBER 20, make sure all your employees wear purple tops and blue jeans to show support for
Blue Jeans for Babies.
I would truly appreciate your help in helping me raise awareness for March of Dimes!
Thank you for your time,
Virginia (Ginny) Hicks
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Appendix D
Facebook Posts
37
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
38
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
39
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
40
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
41
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
42
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
43
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
44
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
45
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
46
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
47
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
48
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
49
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
50
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
51
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
52
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
53
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
54
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Appendix E
Equation for Post Engagement Rate
55
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
56
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Appendix G
Prematurity Awareness Month Template for Feature Stories
57
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Example:
58
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Appendix H
Flyers
59
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
60
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
61
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Appendix H
2016 Brochure
62
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
63
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
64
Appendix I
Dime Donation letters to friends, family, and local PR and Advertising agencies
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
65
Virginia (Ginny) Hicks
4000 Dauphin St. #472
Mobile, AL 36608
(801)-718-4588
Oct. 28, 2015
Family and Friends,
I cannot believe I am a senior at Spring Hill College. As a Communication Arts major, I am currently
working on my senior seminar project. For my project, I paired up with March of Dimes. March of Dimes is a
national non-profit organization that works to improve the life and health of mothers and their premature
babies. November is Prematurity Awareness Month. In November, March of Dimes puts on a event called
“Blue Jeans for Babies.” World Prematurity Day is celebrated on November 17; the Alabama Chapter is
celebrating this day and hosting this event on November 20.
I am challenging my friends and family to “Dime Donations.” Dime Donations was inspired by the
famous comedian Eddie Cantor, who created the name “March of Dimes.” He asked millions of families to
send in dimes to White House for March of Dimes. I wish I could send out a million letters to help collect
dimes, but this is where I need your help. Challenge your friends or coworkers for Dime Donations. Please
send in all your dimes, and if you have any other cents, please send more.
On NOVEMBER 17, make sure you wear purple for World Prematurity Day!
All dimes (and other change) can be sent to,
Elizabeth McDuff- Dime Donations
205 Lambert Ave # A
Mobile, AL 36604
Thank you for your time and supporting my senior seminar!
Virginia (Ginny) Hicks
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
66
Virginia (Ginny) Hicks
4000 Dauphin St. #472
Mobile, AL 36608
(801)-718-4588
Oct. 28, 2015
Greetings,
My name is Virginia (Ginny) Hicks, and I am senior at Spring Hill College. As a Communication Arts
major, I am currently working on my senior seminar project. For my project, I paired up with March of Dimes.
March of Dimes is a national non-profit organization that works to improve the life and health of mothers and
their premature babies. November is Prematurity Awareness Month. In November, March of Dimes puts on a
event called “Blue Jeans for Babies.” World Prematurity Day is celebrated on November 17; the Alabama
Chapter is celebrating this day and hosting this event on November 20.
I am challenging local agencies and firms to “Dime Donations.” Dime Donations was inspired by the
famous comedian Eddie Cantor, who created the name “March of Dimes.” He asked millions of families to
send in dimes to White House for March of Dimes. I wish I could send out a million letters to help collect
dimes, but this is where I need your help. Challenge yourself and your co workers for Dime Donations. Please
send in all your dimes, and if you have any other cents, please send more.
You could also help by,
●
Wear purple in November! Capture your employees or even clients supporting this cause and post it
on social media and tag us #ALBlueJeans #purpleforpreemies #marchofdimes #bluejeansforbabies
●
ON NOVEMBER 20, make sure all your employees wear purple tops and blue jeans to show support
for Blue Jeans for Babies.
All dimes (and other change) can be sent to,
Elizabeth McDuff- Dime Donations
205 Lambert Ave # A
Mobile, AL 36604
Thank you for your time and supporting my senior seminar,
Virginia (Ginny) Hicks
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Name
Street Address
67
City
State
Zip
Anne Brennan
2580 E. Beacon Dr.
SLC
UT
84108
Kate Hicks
442 shadowgraph drive
San Jose
CA
95110
Mr. and Mrs. Brennan
2076 E. Sierra Ridge
SLC
UT
84109
The Neville Family
1879 S. 1900 E.
SLC
UT
84108
Mr. and Mrs. Brennan
980 S. 800 E.
SLC
UT
84105
Mr. and Mrs. Brennan
5309 SW Childs RD
Lake Oswego
OR
97035
The Curtin Family
12588 Clover Meadows
Boise
ID
83713
Mr. and Mrs. Lee
4864 wander lane
SLC
UT
84117
Mr. and Mrs. West
50 Kettle Run
East Aurora
NY
14052
Lauire Bray
824 S. 400 W. suite B103,
SLC
UT
84101
Fuel Marketing, Melinda Meier
2005 E 2700 S Suite 180
SLC
UT
84109
Blake Gorment Tiffany
343 E. 3300 S. #6
SLC
UT
84109
Hannah Lam
4773 N. Harvard St.
Portland
OR
97203
Sarah Villareal
1524 Cuming St.
Omaha
NE
68178
Regan Briesacher
1311 W Kilbourn Ave, Apt. L
Milwaukee
WI
53233
Rachael Cochran & Annie Kinler
7625 Freret St.
New Orleans
LA
70118
Mr. and Mrs. Villareal
852 S. 2200 E.
SLC
UT
84108
Mr. and Mrs. Lam
2917 E. Skyridge Circle
SLC
UT
84109
Mr. and Mrs. Briesacher
4411 Parkview Drive
SLC
UT
84124
Mr. and Mrs. Snellgrove
112 D'Estrehan Rd.
Fairhope
AL
36532
Sami Hantak and Family
2011 Sidney Street
St. Louis
MO
63104
Sami Maurer and Family
5776 greenton way
St. Louis
MO
63128
Megan Haber and Family
31401 West Maidmont Ln
Lillian
AL
36549
Taryn Nash
3420 Wyandotte street #2N
Kansas City
MO
64111
Mr. and Mrs. Nash
18913 E. 34th Terr. S.
Independence
MO
64057
Meredith Donald and Family
1109 Williamsburg Dr.
Mobile
AL
36695
Katie West
296C Seton Hill University 1 Seton Hill Dr.
Greensburg
PA
15601
Trent and Kristen Clifford
1240 Manor Circle
SLC
UT
84124
VMR Ladies
28740 US-98 #10
Daphne
AL
36526
Humming Bird Ideas - Johnny Gwin
102 Dauphin St Suite A
Mobile
AL
36604
Lewis Communication
1668 Government St.
Mobile
AL
36604
Verge - Laura Artabasy Burton
9 Dauphin St #200
Mobile
AL
36602
Red Square Agency - Allie Smith
54 St Emanuel St.
Mobile
AL
36602
The Kalifeh Media Group - Chris Kalifeh
717 Executive Park Drive
Mobile
AL
36606
Bob Holberg Advertising Inc - Bob
Holberg
1436 Regency Oaks Dr E.
Mobile
AL
36609
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Tom Mason Communications - Tom
Mason
Bellwether Group - C. McKinnon
Phillips
Lamar Advertising Co - Troy Tatum
Davis South Barnette & PatrickMeridith South
Joseph Brown and Associates -Joe
Brown
JJPR - Jennifer Jenkins
68
658 Dauphin St.
Mobile
AL
36602
403 Conti St.
Mobile
AL
36602
3353 Halls Mill Rd
205 St Emanuel St.
Mobile
Mobile
AL
AL
36606
36602
26211 Equity Dr.
Daphne
AL
36526
25895A Friendship Rd Suite C
Daphne
AL
36526
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Appendix J
Money Raised
69
BLUE JEANS FOR BABIES: A PUBLIC RELATIONS CAMPAIGN
Date
Total
70
Signature
4 T-shirt Sale
10/01/2015
$80.00
1,120.15 - 80.00 = 1,040.50
Project Manager:
Second Party:
Donation Letter
Anne Brennan
11/03/2015
SHC Dime
Donation
11/04/2015
SHC Dime
Donation
11/06/2015
SHC Dime
Donation
11/09/2015
SHC Dime
Donation
11/11/2015
Donation Letter
Julia Hicks
11/10/2015
Local Businesses
11/11/2015
$100.00
1,040.50 -100.00= 940.50
Project Manager:
Second Party:
$9.80
940.50 - 9.80 = 930.70
Project Manager:
Second Party:
$59.37
930.70 - 59.37 = 871.33
Project Manager:
Second Party:
$12.30
871.33 – 12.30 = 859.03
Project Manager:
Second Party:
$54.99
859.03 – 54.99 = 804.04
Project Manager:
Second Party:
$10.00
804.04 – 10.00 = 794.04
Project Manager:
Second Party:
$63.35
794.04 – 63.035 = 685.69
Project Manager:
Second Party:
Money raised as of November 11: $434.46
Money raised as of November 23: $1,120.76