High Country Local First Fundraiser

High
Country
Local First
Dig Into Local: Greening My Plate Fundraiser
Hailey Basiouny, Zoe Croft,

Caleb Evington & Jessie Hawkins
Appalachian State University: COM 3620
High Country Local First
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Table of Contents:
Executive Summary.
Organizational Background.
Media Tracking Analysis
SWOT Analysis..
Fundraising Overview.
Case for Support..
Team Goals and Objectives
Original Pitch to High Country Local First
Final Pitch to High Country Local First..
Original Prospective Timeline and Budget.
Final Timeline & Budget.
Goal Implementation and Adaptations
Evaluation and Recommendations: (Available after S.E.A.M dinner).
Appendices
Appendix A: High Country Local First Contact List
Appendix B: High Country Local First Business Directory
Appendix C: SWOT
Appendix D: Communications
Appendix E: Fundraising Team Bios
Appendix F: Visual Documentation.
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Executive Summary:
This report provides an analysis and evaluation of the Dig Into Local: Greening My Plate
Fundraiser and High Country Local First. The methods of this analysis include communication
efforts, media tracking analysis, SWOT analysis and a collection of primary research through
interviews with members of High Country Local First and secondary research through surveying
the general public. The report finds the prospects of the organization in its current position is
overall positive, but has great potential for future growth and better support from the
surrounding communities. By increasing awareness in the local community, specifically with
university students in Boone, and focusing more effort into their most effective tool of word of
mouth and their most prominent social media platforms, High Country Local Firsts mission and
vision will continue to be successful. Also included in this report is an in depth breakdown of
the Dig Into Local: Greening My Plate Fundraiser. Within this report you will find the team goals
and objections as well as a timeline, budget, case for support and the adaptations the
fundraiser took over the course of the semester.
Organizational Background:
Based in Boone, N.C., High Country Local First (HCLF) is a local economy and community
501(c)3. HCLF provides member networks to meet the individualized needs of local families,
farms and businesses. The organizational mission focuses on relationships as a resource for
strengthening the High Country's economy through social entrepreneurship and locally driven
collaboratives. Their programs allow HCLF to assist the community in reaching its full potential
economically as well as allowing individuals to discover their place in the community.
Established in 2011, HCLF was the response to the communitys demand for more socially
responsible business and a larger local network. Their programs include Food and Farming,
Accent Business Network, High Country Grown, Farm to School and Entrepreneurship
opportunities. Collectively, these programs aid in local economic development but also serve
as a resource for knowledge on the topic of sustainable living and communities.
HCLF functions and operates through business memberships, farm memberships, and rewards
cards. Business and farm members pay a membership fee to receive many benefits including
networking, marketing, public relations, social media advertising, and promotion through the
rewards card. Individuals pay a fee for the rewards card and receive discounted goods and
services provided by business and farm members. This is predominately how HCLF is funded.
This non-profit has also been given some financial grants through Seeds for Change as well as
through the NC State Government.
By joining HCLF, organizations receive marketing and advertising assistance. Event planning
and collaborative projects are also offered through HCLF, making it a very effective resource
for small budget farms, organizations and businesses. By utilizing strategic two way
communication HCLF communicates successfully to their key publics through a combination
of traditional and social media.
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Mission: The mission of High Country Local First is to catalyze and strengthen the local economy
through social entrepreneurship and locally driven collaborative structures.
Vision: To create a self-sustaining local economy.
Goals: To facilitate healthy ongoing relationships between community members. To market
local businesses and farms through social media and the website directory. To provide a
network for members to share resources, learn from one another, and consult one another in
entrepreneur ideas and efforts.
Webpage: www.highcountrylocalfirst.org
High Country Local First Contact list: Reference Appendix A.
High Country Local First Business Directory: Reference Appendix B.
Target Market: Residents and visitors invested in the High Country, as well as the Appalachian
State community.
Expected Funds Raised: $200.00
Media Tracking Analysis:
Alternative Economic Organizations
Period of Analysis 12/15/14 - 4/25/14
Sources:
1. www2.wataugademocrat.com/Community/story/SEAM-dinner-to-benefit-localentrepreneurial-projects-by-area-residents-id-014823
2. www.hcpress.com/green/april-22-earth-day-in-the-high-country.html
3. www.hcpress.com/upcoming-events/the-watauga-farmers-market-opens-for-the-2014season-may-3-come-see-what-your-neighbors-are-growing.html
4. www.hcpress.com/press-releases/high-country-community-supported-agriculturegrows-into-new-partnership-with-wamy-community-action.html
5. www.mountaintimes.com/watauga-news/articles/King-Street-nominated-for-favoritemain-street-in-NC-id-025225
6. www.booneindependentrestaurants.org/businesses/high-country-local-first/
7. www.mba.appstate.edu/news/mba-student-named-membership-director-highcountry-local-first
8. www.behance.net/gallery/High-Country-Local-First-Directory/13594795
9. www.shiftyourshopping.org/2013/category/high-country-local-first/
10. www.hcpress.com/tag/high-country-local-first
News Summary:
This media tracking analysis focuses primarily on High Country local first and other alternative
economic organizations in western North Carolina. For the period of January 15 to April 26th
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media focused on event awareness and community shifts from outsourcing of products to
buying local. Specifically, media outlets focused on the importance of developing a
sustainable local economy and the new convenient ways to purchase these goods and
products. Media emphasized the popular platforms that allow consumers make educated
purchases that benefit their surroundings. This message became public when news outlets
started reporting about King Street being chosen for one of North Carolinas best Main Streets,
Earth day celebrations and the start of the spring growing season. Other organizations are
focusing on the role that High Country Local First plays with in the community and how they
continue to grow and add to the variety of culture, local interests and the variety of age
groups that benefit from their mission. There is a heightened awareness of supporting of
economy due to the economic depressions that have affected so many people in western
North Carolina and around the United States. This allows organizations like High Country Local
first to become an educational expert and an opinion leader in the community on economic
alternatives through strategic media placements.
For example, media discussed the pressing issues of land loss due to development and the
constant pressure for farmers to provide a stable income. It is because of this that new outlets
have started a new conversation on sustainability. Like High Country Local First, High Country
Community Supported Agriculture is a Boone based non-profit. Their new partnership with
Watauga, Avery, Mitchell and Yancey (WAMY) counties community action agencies
generated discussion about economic justice and the affordability of supporting farmers.
Similarly, in articles published by High Country Press, they discuss the interrelationships of acting
local and community health as well as the importance of actively participating in homegrown
cooperatives.
Other articles focused on the events that High Country Local First hosts and how they stay
relevant in the Boone Community. The most current news covers the Supporting Economic
Alternatives in the Mountains dinner. This fundraiser generates money for entrepreneurs in the
area that are looking for grant money to become more firmly established. The dinner, which
will be hosted at Basils Fresh Pasta and Deli, will connect small business members and Boone
residents. This event hones in on the mission of the nonprofit by networking, promoting and
educating the greater public. Media also emphasized how High Country Local First integrates
effectively in the area by connecting Appalachian State University and the surrounding towns.
Chris Grasinger, a Boone native and former ASU MBA student was recently named the
Membership Director for High Country Local First. This allowed media outlets both within the
university and out, the opportunity to strengthen communication in the campus community.
Overall the media highlights how the initiative develops jobs, improves health within the
community, and reduces poverty through locally grown food.
Fundraising / Public Relations Tie In & Possible Implications:
Based on the news articles published during this media tracking analysis, it is apparent that
supporting the local economy is important to the High Country. The
SWOT:
Strengths:
High Country Local First has presented key strengths in the foundation of their non-profit
organization. Strengths consisting of, fluidity of information throughout their website, stress-free
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membership, and providing a sustainable approach to their overall mission. Not only do they
incorporate local businesses member of HCLF into a business directory for public viewing, but
they also serve as a hub for local business and foods. The sustainable approach of HCLF
presents the strength of maintaining and fixing issues on a local level. The story which High
Country Local First is base off of is very strong, down to earth and likable in the bond of local
businesses and farmers.
Weaknesses:
Although High Country Local first benefits the local community by striving for a self-sustaining
local economy, there are a couple weaknesses that could play a key role in the growth of the
Nonprofit. First and foremost, the non-profits website needs a little bit of improvement. The
website does not offer a donate button to potential donors on the homepage and potentially
turning away donations. While members of HCLF have membership discount benefits, these
benefits are not highly visible on the website. Potential members might be discouraged in
buying a membership if they cannot see the benefits. Organization of the website should be
taken more into consideration. Clarity in the organization of Tabs would be helpful. Finally,
the demographic of HCLFs businesses are fairly widespread, therefore making it hard to target
certain audiences with individual campaigns.
Opportunities:
While High Country Local First continues to grow with local economic stability. Opportunities
have brought potential involvement in the local community. The local food and small business
trend is growing, therefore allowing HCLF to continue to service the community by way of
supporting businesses in need. Increase in local, regional, and statewide coverage will allow
them to receive greater donor gifts and recognition around North Carolina. As HCLF is located
in Boone, NC, they are in prime college territory. This area advantage could give HCLF the
opportunity to start college campus chapters and moreover, help spread the mission of HCLF.
As Boone and small business grow, there will be an increased demand for the advertising
support that HCLF offers. That opportunity could lead to a growth in HCLF and a better way to
utilize social media and publicity.
Threats:
Potential threats could permanently damage High Country Local First if were placed into
effective action. A decrease in the economy could place pressure on donors to back out of
donations to nonprofits in the community and potentially effecting HCLF. As generations
change, there is the risk of a lack of interest or awareness towards local based initiatives. Also,
while Boone is a small town, there are also other nonprofits in the surrounding communities.
Larger nonprofits could potentially have greater funding and opportunities that allow them to
overpower HCLF goals and mission. And even though HCLF is growing in publicity and
participation among the Boone community, the HCLF revenue cannot support more than one
full time employee and therefore only allowing minimal staff.
Fundraiser Overview:
In order to raise funds and increase awareness for High Country Local First, we participated in
Greening My Plate Week. For our Dig into Local: Greening My Plate Fundraiser, we
collected four locally handcrafted pottery plates by artist Liz Crabtree. These plates were
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auctioned off at four different community events in the High Country. The tickets were sold at
a price of $4 and all of the proceeds went directly to support HCLF. We drew the winners on
May 4th, 2014.
Case for Support:
High Country Local First serves as a networking, marketing and supportive tool for the local
economy by serving local farmers, businesses, and families in the High Country. Through the
facilitation of relationships between these community players, HCLF strives to maintain
community ties and keep money in the local economy.
The strength of a local community is what supports the growth of its economy and community
members. Social entrepreneurship and collaborative efforts within the High Country are able
to flourish from the support of High Country Local First.
In the business of fostering relationships between the various sectors of the High Country, HCLF
serves local businesses, farmers, organizations, families, and individuals. The interests and goals
of these community members are pursued by marketing through the Local First directory and
website, networking opportunities, sharing of resource promotions and events via media and
the community, and consultation services.
When consumers buy local it benefits individuals, families, neighbors, stores, growers,
producers, and organizations. Twice the amount of money stays in the community when
people buy local, and the money flows help small businesses and entrepreneurs compete and
stay afloat. Tuning into what is actually provided at the local level alerts the community as to
needs that are not being met, thus highlighting opportunities for local innovations and
supporting individual and community growth. The circulation speed of money spent in the
High Country is increased, allowing more people to benefit from the money, from the creation
and processing to the final product or service. Supporting High Country Local First supports
yourself and everything about the community you live in and rely on.
Giving money, by become an individual or business member and donating to fundraisers and
events within the High Country, is a way of encouraging security for your community. There is
no better way to strengthen the chances of opportunity than to invest locally. HCLF has
significant opportunity for growth, particularly here in Boone, which it has not been able to
capitalize on in part due to a small staff. Partnerships with student with energy and drive to
pursue fundraisers can foster greater connection with the community and involvement in the
efforts of HCLF to bolster the local economy.
Dig Into Local: Greening My Plate Fundraiser connects students of Appalachian State with
High Country Local First and its members. It fosters relationships in the community and raises
both awareness and money for HCLF which impacts all of the community. Locally made
plates to be raffled off will feature the work of a local artist, inform the community of what
HCLF does, and market the SEAM dinner. This dinner is a locally sourced dinner for Supporting
Economic Alternatives in the Mountains that brings together ideas with community
investments. These efforts are expected to bolster awareness and involvement in HCLF and the
community, as well as raise money to support HCLF grow its capacity to meet community
needs.
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Team Goals and Objectives:

Our goal and objective is to reach key High Country Local First publics through a local
fundraiser. We hope to increase knowledge on how buying local supports the economy and
the community. Through selling raffle tickets, participants support economic alternatives in the
High Country and help spread the strong mission of HCLF.
Original Pitch to High Country Local First:
In this partnership, we are hoping to engage a greater diversity of the community through a
fundraiser that involves a multitude of subgroups in a local foods art project. By including local
children at the Childrens Playhouse, a member of High Country Local First, in the design of
these plates, we will be making the first step in that direction. The kids will design plates that will
then be raffled off to raise money for High Country Local First, simultaneously marketing to and
involving the community in Greening My Plate Week. This week-long event runs from April 26
through May 2, culminating in the SEAM Dinner on May 4. Our fundraiser will both bring in
money and greater awareness for High Country Local First, as well as serve as a promotional
tool for the organization and the SEAM Dinner particularly, a community investment dinner
featuring the best and brightest local entrepreneurs. The plates will be raffled at a variety of
local community events handpicked to increase involvement by a variety of actors within
Boone. At a booth appearing at each of these events, tickets will be filled out with each
participants name and contact information; they will receive a ticket with our event and
contact information. Beyond the families of the Childrens Playhouse, the plates will be raffled
at the Howard St. Exchange (April 13), the ASU Film Series: A Place at the Table (April 29), the
Farmers Market (May 3), and the SEAM Dinner (May 4). Our team will then draw the winners
for each plate and notify the recipients through both email and phone. In every step of the
process, we will be speaking to the community of Boone about the importance of supporting
local businesses and farms. We will specifically address the role High Country Local First plays in
creating a self-sustaining local economy, as well as highlight the values of our particular
fundraiser, focused in fostering community strength and the power of the pursuit of art.
As a team, we find our own values mirrored in those of High Country Local First. We see the
importance of building and sustaining local business in the long-term to ensure the sustained
success of each business and farm. In analyzing the past fundraising efforts of this organization,
we feel that we can build upon the foundation that High Country Local First has created. By
using the framework established by Greening My Plate week, we will be able to broaden and
diversify its reach, as well as the brand that is Local First.
State community.
Final Pitch to High Country Local First:
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In this partnership, we will raise funds for High Country Local First while simultaneously raising
awareness and promoting this great non-profit. We will receive locally made, handcrafted
plates made by Liz Crabtree that will then be raffled off to raise money for HCLF. We will utilize
the existing framework of Greening My Plate Week to have the necessary reach within the
High Country. This week-long serious of event runs from April 26th through May 4th, culminating
in the SEAM Dinner on May 4th. Our fundraiser will both bring in money and greater awareness
for High Country Local First as well as serve as a promotional tool for the organization. It will
also advertise the SEAM Dinner which is a community investment dinner featuring the best and
brightest local entrepreneurs. The plates will be raffled at a variety of local community events
handpicked to increase involvement by a variety of actors within Boone. We will be selling
raffle tickets for $4 a piece at a booth appearing at each of the following events.. The plates
will be raffled at the Howard St. Exchange (April 13th), the ASU Film Series: A Place at the Table
(April 29th), and the Farmers Market (May 3rd). Tickets will be filled out with each participants
name and contact information. Our team will then draw the winners for each plate and notify
the recipients through both via the phone number provided. In every step of the process, we
will be speaking to the community of Boone about the importance of supporting local
businesses and farms. We will specifically address the role High Country Local First plays in
creating a self-sustaining local economy, as well as highlight the values of our particular
fundraiser, focused in fostering community strength and the power of the pursuit of art.
As a team, we find our own values mirrored in those of High Country Local First. We see the
importance of building and sustaining local business in the long-term to ensure the sustained
success of each business and farm. In analyzing the past fundraising efforts of this organization,
we feel that we can build upon the foundation that High Country Local First has created. By
using the framework established by Greening My Plate week, we will be able to broaden and
diversify its reach, as well as the brand that is Local First.
State community.
Original Prospective Timeline & Budget:
Product Development:
Friday, March 21- Plate Making at Doe Ridge Pottery- 5:30-8pm
Tuesday, March 24- Plate Making at Doe Ridge Pottery- 6-8pm
Friday, March 28- Plate Design at Doe Ridge Pottery- 6-8pm
March 31st-April 4th - Childrens Playhouse Plate Decorating
April 4th - Plate Glazing and Firing at Doe Ridge Pottery - 6-8pm
Raffle Tickets Sales:
March 31st-April 4th - Childrens Play House
Sunday, April 13th - Howard Street Exchange on Howard Street
Tuesday, April 29th - ASU Film Series: A Place at the Table in IG Greer
Saturday, May 3rd - Watauga County Farmers Market
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Sunday, May 4th - SEAM Dinner at Basils

Budget: $30.00
Doe Ridge Pottery is graciously supplying their open studio time to our team at a discounted
price of 30 dollars. Potential costs for printing tickets minimal to none will be taken care out of
pocket of as needed, insignificant in the scope of the budget.
Final Timeline & Budget:
Meetings with Christopher Grasinger:
Friday, February 7th - First meeting with Chris to introduce the project and brainstorm ideas for
potential fundraisers. 12PM. Zoe, Caleb, Hailey, and Jessie.
Tuesday, February 11th - Brainstorming fundraising ideas. 12PM. Zoe, Caleb, Hailey, and Jessie.
Tuesday, February 18th - Solidifying logistics and details of the fundraiser. Zoe, Caleb, Hailey,
and Jessie.
Monday, February 24th - Contacting potential contacts and donors. Zoe, Caleb, Hailey, and
Jessie.
Thursday, February 27th - High Country Local Foods Meeting about Greening My Plate Week.
Zoe and Jessie.
Tuesday, March 18th - Updating Chris on the status of our fundraiser and the complications
with Doe Ridge that we were facing. Zoe, Caleb, Hailey, and Jessie.
Monday, March 24th - Distributing Local First directories to local businesses in downtown Boone
and to the campus of Appalachian State University. Zoe, Caleb, Hailey, and Jessie.
Tuesday, April 8th - Updating Chris on the fundraiser changes and brainstorming new ideas
and details. Zoe, Caleb, Hailey, and Jessie.
Product Development:
Friday, March 21 - Meeting with Bob Meier to pitch our case for support and ask for him to
donate four pottery plates. Discussing the terms of agreement for the fundraiser. At Doe Ridge
Pottery. Zoe, Caleb, Hailey, and Jessie.
Tuesday, March 24 - Meeting with Bob Meier to decline his offer. Our budget was too small for
his terms of service. At Doe Ridge Pottery. Zoe, Caleb, Hailey, and Jessie.
Tuesday, April 15th - Glazing the plates made by Liz Crabtree at the Craft Enrichment Program
in Katherine Harper on the campus of Appalachian State University. Zoe, Caleb, Hailey, and
Jessie.
Friday, April 18th - Picking up the finished and fired plates at the Craft Enrichment Program in
Katherine Harper on the campus of Appalachian State University. Zoe, Caleb, Hailey, and
Jessie.
Raffle Tickets Sales:
Sunday, April 13th - Howard Street Exchange on Howard Street. Zoe, Caleb, Hailey, and Jessie.
Tuesday, April 29th - ASU Film Series: A Place at the Table in IG Greer. Caleb, Hailey, and Jessie.
Saturday, May 3rd - Watauga County Farmers Market. Zoe, Caleb, Hailey, and Jessie.
Sunday, May 4th - SEAM Dinner at Basils. Zoe, Caleb, Hailey, and Jessie.
Budget:
Overall, the budget for this fundraiser was kept relatively low. The monetary costs were only
$11.00. We spent $7 to print marketing materials and $4 to purchase the raffle tickets. This does
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not include the $20 we started the cash drawer with for change. We spent 9 hours meeting
with Chris at the HCLF office, 5 hours working on product development, and 12 hours selling
the raffle tickets. We also spent 12 hours independently and collectively contributing to
Google Documents and emailing, calling, and meeting with contacts and donors. When
comparing these costs to the benefit of (INSERT FUNDS RAISED $AMT), we believe that this
fundraiser is justifiable and cost effective to replicate in the future.
Goal Implementation and Adaptations:
On February 2, 2014, our fundraising group met with Chris Grasinger and his current intern
Sarene. During this meeting our group familiarized itself with the mission of High Country Local
First and how they operate. Being a small 501(c)3, HCLF was very interested in us collaborating
and implementing a fundraiser for their organization. We quickly learned that our primary
contact would be Chris, because he is the only fulltime employee. We also established a time
line that allowed us to meet every other week. At this meeting he gave us a rundown of
events that were previously planned for this semester. This allowed us to not only figure out a
timeline but also how we could effectively integrate our efforts around an already established
event. This not only eliminated certain steps we would have to take but more importantly
inspired our ideas for a successful fundraiser. We quickly identified Greening My Plate Week
as a weeklong event that we were very interested in working with.
In the next meeting, we brainstormed potential ideas for a fundraiser that we could integrate
with the already established events. Greening My Plate Week is a weeklong event that
promotes local foods in the growing season in the high country. This event is from April 27th
through May 4th. Throughout out the week, several events will be held varying from
educational outreach to hands on workshops. The SEAM Dinner will serve as the final event.
The SEAM dinner, which stands for Supporting Economic Alternatives in the mountains, is High
County Local Firsts biggest event of the year. This participatory event helps to benefit local
entrepreneurs. The even cost $30 and all proceeds from the dinner will be given to the top
three entrepreneurs with the best business pitches. Chris informed us as a thank you for our
efforts, we would be able attend this event free of charge.
In our brainstorming meetings, we wanted our fundraiser to be inspired by two High Country
Local First tag lines. These tag lines being Growing the community you love and Shake the
hands that feed you. In addition to this, Chris highlighted some key points that he wanted
addressed in our event. Those being, getting the community involved and that it is a
sustainable event. After throwing out several ideas, ranging from T-shirts to pottery, we came
up with the idea of raffling off plates that we would make at a local studio. These plates would
promote the idea of putting local vegetables on locally made plates.
We wanted to create a closed loop of the local community that connected Appalachian
State students, High Country Local First members, a small business non-member, and residents
of the greater Boone community. This closed loop idea is what drove most of our planning and
implementation of our fundraising ideas. In order to make this idea function, we wanted to
collaborate with Bob Meier of Doe Ridge Pottery and Kathy Parham of Childrens Playhouse.
We would source the plates from Doe Ridge Pottery and have them decorated by children at
Childrens Playhouse, which is an HCLF member.
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When we met with Bob at Doe Ridge Pottery we hoped to have all material and time
donated to us. In our meeting, he discussed with us that he would give us a discounted price
of $30. When we returned to make the plates during open studio time, we learned that we
misunderstood the terms of agreement. After making the plates for $30, we would also have to
pay for the amount of clay used for the plates. This price of $70 exceeded out budget at the
time. Chris allowed us to offer a yearlong business membership with HCLF worth $125. Bob
declined this offer and we decided to pursue other options.
After emailing with Kathy from Childrens Playhouse, Hailey and Zoe met with Kathy to discuss
a potential collaboration. In this meeting, Kathy expressed that she wanted us to work a booth
at Build Fest because daily operations can fluctuate dramatically as far as attendance goes.
Although Build Fest was a very established event, we quickly learned it would require a lot of
planning, manpower, and the overall mission did not line up with our goals. Another issue we
faced was timing. We originally wanted the kids to directly decorate the plates. However, at
this time we had not even sourced our ceramic plates yet. This resulted in us thinking of other
alternatives in the way that we would decorate the plates.
We then tried to connect with the Eric Reichard with the Craft Enrichment Program at
Appalachian State University. We faced more timing issues because he was out of town for
several weeks and also failed to communicate effectively with us. We also contacted a Lynn
Duryee, a professor of a ceramic class, who offered to have her students make plates for us as
extra-credit. This offer was not concrete enough for us and the students would not be able to
meet our necessary timeline. We expressed our concerns and struggles in our class update
and Chloe Crabtree, one of our classmates, chimed in and asked us to meet with her after
class. Chloe, a high country native, connected us to her mother who was a former Craft
Enrichment teacher and close friends with Eric Reichard.
We contacted Liz Crabtree about our fundraiser and some of the issues that we were facing.
She quickly offered to create and donate her time, talents, and resources all free of charge.
During open studio hours in Katherine Harper, she created six plates and put her mark on each
of them. In this process, two of the plates were picked up by other students and accidentally
broken. She delivered four plates and Zoe, Caleb, and Jessie all met to glaze them on
Tuesday, April 15th. With the aid of Liz and Lucy Hamilton, a current ceramics teacher, we
discussed different glaze combinations and the interworking of an art studio. We painted
Greening My Plate on the back of the plate, we waxed the foot, and we hand dipped the
plates into four of the most popular and successful glazes. Lucy and Liz fired them over the
next couple days and they were ready to pick up by the end of the week on Friday, April 18th.
We set up and shared a table with Blue Ridge Women in Agriculture at the Howard Street
Exchange on Sunday, April 13th. Due to our consistent timeline changes and complications
sourcing the plates, we raffled off 9 tickets without even displaying the plates at the event.
Although we did not have the plates, we were able to promote Greening My Plate Week,
hand out the new 2014 HCLF directories, and discuss the mission of this nonprofit by
encouraging people to buy local. We had created a tri-fold to use at these tabling events. This
marketing tool educates our key publics what HCLF has to offer and also informs attendees
about the vision and implementation of our fundraiser.
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We will attend three more events that we will raffle tickets off for the plates. These events are
the ASU Sustainability Film Series: A Place at the Table on Tuesday, April 29th at 7PM, the
Watauga County Farmers Market on Saturday, May 3rd from 8an-12pm, and the SEAM Dinner
Sunday, May 4th at Basils at 6PM. At this dinner we will draw our winners and contact if they
are not present, we will contact them Monday, May 5th. We will update this binder once these
events have taken place.
Evaluation and Recommendations: (Available after S.E.A.M dinner)
Appendices
Appendix A:
Appendix B: High Country Local First Business Directory

Business Directory
Contact
A Plus Realty
Appalachian Local
Photography
Appalachian Mountain
Brewery
Phone: 828.297.1000 aplusrealtync.com
Appnet
828-264-5630alistair.burke@gmail.com
828-263-1111 appalachian
mountainbrewery.com
828-963-7286 wonderlandwoods.tv
appnet.com
Bald Guy Brew

Basil's Fresh Pasta and
Deli
828.406.2021 baldguybrew.com
Blowing Rock Market
828.406.1124 blowingrockmarket.com
Blowing Rock Produce

and Provisions
828-295-3550 blowingrockproduce.com
blowingrockpnp@gmail.com
Blue Mountain Center

for Integrative Health
Blue Ridge Energy
Works, LLC
Blue Ridge Seeds of
Change
Blue Ridge Women in
Agriculture
828.386.4066 basilspasta.com
828.265.1455 bluemountaincenternc.com
828.355.9143 brewgreen.com
828.386.1537 blueridgeseedsofchange.org
contactbrwia@gmail.com
Address
201 Westside Dr.
Vilas, NC 28692
N/A
163 Boone Creek Dr.
Boone, NC 28607
N/A
368-4 Hwy 105 Bypass
Boone, NC 28607
246 Wilson Drive, Suite
K.Boone, NC 28607
990 Main StBlowing
RockNC 28605
8100 Valley Blvd.
Blowing Rock, NC.
28605
1064 Meadowview
Dr.Boone, NC 28607
PO Box 1067Boone,
NC 28607
171 Grand Ave.
Lower LevelBoone,
NC 28607
P.O. Box 67, Boone,
NC 28607
P a g e | 13
Bluebird Exchange
(828) 386-1095
facebook.com/BluebirdExchange
bluebirdexchange@gmail.com
Burton Moomaw
Acupuncture
828-264-2322 burtonmoomawacupuncture.com
Canyons
828.295.7661 canyonsbr.com
blowingrockpnp@gmail.com
Capua Law Firm
828.264.0260 capualawfirm.com
Changes Salon
CoBo Sushi Bistro and
Bar
828-265-4006
Come Back Shack
Creative Printing
828-264-2797 comebackshack.com
Phone: 828-265-2800 Fax: 828-264-3499
creative-printing.com info@creativeprinting.com
Deer Valley Racquet

Club
828.262.3337 deervalleyclub.com
tennis@deervalleyracquetclub.com
Destination by Design
di Santi Watson Capua
& Wilson Attorneys at
Law
Espresso News/Mosaic
Books
828.386.1866 dbdplanning.com
828.386.1201 cobosushi.com
(828) 264 6126 fax:(828) 264 7743

csheets@dwc-law.com dwc-law.com
828-264-8858
240 Shadowline Dr.

AA5Boone, NC
28607
184 South Depot St.
Boone, NC 28607
8960 Highway 321
Blowing Rock, NC.
28605
164 Depot St.Boone,
NC 28607
1542 US Hwy. 421 S.
Suite EBoone, NC
28607
161 Howard St. Suite B
Boone, NC 28607
1521 Blowing Rock
Rd.Boone, NC 28607
1738 NC Hwy 105 Byp
Boone, NC 28607
507 Bamboo Road
Boone, NC 28607
8115 W. King St., Suite
2Boone, NC 28607
P O Box 193642 West
King StreetBoone,
NC 28607
267 Howard St.
Boone, NC 28607
Feastie Boys Food Truck
828.268.4248 or 919.260.8766 feastieboys.com

garrett@feastieboys.com
Footsloggers
footsloggers@footsloggers.com 828-262-5111
footsloggers.com
Galileo's Bar & Cafe
828-865-9591 galileosboone.com
Gio Auto
828.265.6905 gabegiovara@yahoo.com
N/A
139 South Depot St.
Boone, NC 28607
921 Main St.Blowing
Rock, NC 28605
1087 West King St.
Boone, NC 28607
1225 Blowing Rock
Rd.Boone, NC 28607
Gladiola Girls
828-264-4120 gladiolagirls.comrenee
@gladiolagirls.com
549 West King St.

Boone, NC 28607
Go Postal
828.262.0027 gpostal.com
207 Market Center
P a g e | 14
Boone, NC 28607
Green Mother Goods
828.265.7078 greenmothergoods@gmail.com
Headwaters
Enterprises, Inc
828.964.1097 headwaters.us
chaseambler@headwaters.us
828-260-5692 highcountryacademync.com
High Country Academy highcountryacademync@gmail.com
High Country
Community Supported (828)963-4656 highcountrycsa.org
Agriculture
highcountrycsa@gmail.com
116 W. King StBoone,

NC 28607
P.O. Box 3315Boone,
NC 28607
719-A Greenway Rd.,
Box 15Boone, NC
28607
410 Justus Rd.Banner
Elk, NC 28604
6400 US 421 North
(On the right, just
before Skateworld)
High Country Recycling

LLC
828.406.4061 hcrecyclingllc@gmail.com
Hob Nob Farm Cafe
828-262-5000 hobnobfarmcafe.com
hobnobfarmcafe@gmail.com
Homestead Mushrooms
919.360.8841
506 West King St.

Boone, NC 28607
176 Parkway Ridge
Dr.Boone, NC 28607
Incredible Toy
Company
828-264-1422 itc@incredibletoycompany.com
incredibletoycompany.com
3411 Hwy. 321 S.

Blowing Rock, NC
28605
Leatherwood
Mountains
800-4NC-MTNS 336-973-5044
abbie@leatherwoodmountains.com
leatherwoodmountains.com
Local Apparel
828.386.1795 localbombit.com
Lucky Penny
828-264-0302 luckypennyboone.com
M-Prints, Inc.
828-265-4929 mprintsinc.com
stuart@mprintsinc.com
Mast General Store
828-963-6511 mastgeneralstore.com
Melanie's Food Fantasy
828.263.0300 melaniesfoodfantasy.com
713 West King Street

Boone, NC 28607
630 West King Street,
Boone, NC&Hwy.
194, Valle Crucis, NC
Boone, NC 28607
Miller's Supply, Inc.
Zionville: 828-297-4488 Miller's Supply, INC. on

Facebook millersupplyinc@gmail.com
155 W. Slabtown
RoadZionville,
NC28698
512 Meadow Road

Ferguson, NC 286249017
119 Fodderstack
RidgeBoone, NC
28607
Boone, NC 28607
P a g e | 15
Mountain Construction
828-963-8090 info@mountainconstruction.com
mountainconstruction.com
1345 Poplar Grove

Rd. S Boone, NC
28607
Mountain Lumber
Company
NC Cooperative
Extension, Watauga
Center
Boone: 828.963.7524 Banner Elk: 828.898.8545

mountainlumbercompany.com
126 Taylor Rd.

Foscoe, NC 28618
9877 Hwy 105 South
Boone, NC 28607
2059 Tynecastle Hwy
Banner Elk, NC 28604
(828) 264-3061 watauga.ces.ncsu.edu
971 West King St.

Boone, NC 28607
New River Organic

Growers
(828) 773-1588 newriverorganicgrowers.org

nrogmarketer@gmail.com
Nordic PC
828.263.8359 nordic-pc.com
One Earth Natural

Cleaning L.L.C.
(828) 355-9486 oneearthnaturalcleaning.com

ewilson.oneearth@gmail.com
Mountain Dog and

Friends
Orchard Hill Media

Our Daily Bread Restaurant & Bar
Peabody's Wine & Beer
Merchants
(828) 963-2470 mountaindogandfriends.com
828.297.7673 orchardhillmedia.com
jdavidson@orchardhillmedia.com
828.264.0173 ourdailybreadboone.com
828-264-9476 peabodyswineandbeer.com
Photography by
Tommy White
(828)773-0369 photographybytommywhite.com
white_tommy@bellsouth.net
Precision Printing
Phone 828-265-0004 Fax 828-265-0174

info@precisionprinting.com
precisionprintinggroup.com
Proper
RECESS Skate and
Snow
Red Onion Cafe
N/A
7881 NC Hwy 105S
Ste B
N/A
136 Charlie
Thompson Rd.Vilas,
NC 28692
Boone, NC 28607
1104 Hwy 105Boone,
NC 28605
617 West King St.
Boone, NC 28607
Located upstairs from
Boone Drug
828-355-9013
1302 Blowing Rock

RoadBoone, NC
28607
142 Water St.Boone,
NC 28607
1158 Highway 105
Boone, NC 28607
828-264-5470 theredonioncafe.com
carolinetwisse@gmail.com
227 Hardin St.

Boone, NC, 28607
828-865-5000 propermeal.com
P a g e | 16
967 Rivers Street

Boone, NC
Regear
828-386-6100 info@regearnc.com regearnc.com
Resource Wood Inc.
828-773-1093 resourcewood.com
buckyb@skybest.com
Rivercross Made in USA
828-963-8623 rivercrossmadeinusa.com
Rose Mountain Butcher

Shoppe
336.466.4790 rosemountainbutchershoppe.com
Seed to Plate Catering,

LLC
336.385.7580 or 828.260.3090
seedtoplatecateringNC.com
seedtoplate@gmail.com
Shear Shakti
828-865-7425 shearshakti.com
SOS Printing
828-264-4262 sosprinting@bellsouth.net
N/A
Boone, NC 28607
130 N Depot Street.
Boone, NC 28607
Stepping Stone of
Boone
828.265.7078 info@steppingstoneofboone.com
steppingstoneofboone.org
P.O. Box 2318643-L

Greenway Rd.
Boone, NC 28607
Stick Boy Bread

Company
828-268-9900 stickboybread.com
info@stickboybread.com
345 Hardin St.Boone,

NC 28607
The 1861 Farmhouse

Restaurant & Winery
The Children's
Playhouse
828-963-6301 1861farmhouse.com
alison@1861farmhouse.com
Phone: 828.263.0011 goplayhouse.org
3608 Broadstone Rd.

Valle Crucis, NC
400 Tracy CirBoone,
NC 28607
The Gamekeeper
Restaurant
828-963-7400 gamekeeper-nc.com
wendy@gamekeeper-nc.com
3005 Shulls Mill Rd.

Boone, NC 28607
The Mast Farm Inn
828-963-5857 henri-deschamps@mastfarm.net
reserve@themastfarminn.com
themastfarminn.com
The Mustard Seed

Market
828.295.4585 themustardseedmarketnc.com
The Pet Place
(828) 268-1510 petplaceboone.com
2543 Broadstone
RoadBanner Elk, NC
28604
5589 Hwy 321 S
Blowing Rock, NC
28605
240 Shadowline Dr.
Boone, NC 28607
The Tapp Room
(828) 386-1216 tapproom.com

carolinetwisse@gmail.com
421 Blowing Rock Rd.

Boone, NC, 28607
505 Locust Lane

Boone, NC 28607
Hwy. 194 Valle
Crucis, NC
136 S Big Horse Creek
Rd.Downtown
Lansing, NC 28643
P a g e | 17
The Wisdom Tree
828-964-7600 thewisdomtreenc.com
thewisdomtreenc@gmail.com
240 Shadowline Dr.

#6ABoone, NC
28607
Todd's Calendar
828-964-5404 ToddsCalendar.com
N/A
Up In Smoke Retail &

Hookah Lounge
Watauga County
Economic
Development
Commission and Office
of Economic
Development
Wren's Nest Landscape
and Garden Center
828-386-1500 upinsmokelounge.com
devin@upinsmokelounge.com
191 Howard St.

Boone, NC 28607
828.264.3082 wataugaedc.org
331 Queen Street,

Suite ABoone, NC
28607
158 Broadstone Rd
Banner Elk, NC 28604
828-963-8864 Wrenscape@skybest.com
Appendix C: SWOT
Strengths
What does Local First do well?
What unique resources can Local First draw
on?
What do others see as Local Firsts strengths?
High Country Local First (HCLF) is easily

identifiable and there is visual fluidity throughout
website, media tools and membership information.
HCLF makes becoming a member stress-free,

with many options and levels to give at.
Their contact information and about us

section is updated, correct, and straightforward.
HCLF has a sustainable approach, part of

their mission is to make sure these projects can be
fixed and maintained on a local level
Weaknesses
What could Local First improve?
Where does Local First have fewer resources than
others?
What are others likely to see as weaknesses?
HCLF membership discounts need to be more

accessible and in a more highly visited area of their
website.
There is no donate button that allows people to

give at any level, potentially turning away potential
donors that cant make the minimum $20 fee.
HCLF needs to reorganize some tabs, even if

there are overlaps , their press section needs have more
media resources
Their demographic is fairly widespread, making it

hard to target certain audiences with individual
P a g e | 18
HCLF serves as a hub for local business and

foods
They have a variety of different audiences.
The story of which HCLF is based off of is very

strong, down to earth and likable
campaigns
Opportunities
What opportunities are open to Local First?
What trends could Local First take advantage of?
How can Local First turn its strengths into
opportunities?
Threats
What threats could harm Local First?
What is Local Firsts competition doing?
What threats do Local Firsts weaknesses expose?
The local food and small business trend is

growing, this allows them to continue to service
those in need and grow as a NPO.
Increase in local, regional and statewide

coverage will allow them to receive greater donor
gifts and recognition around North Carolina.
HCLF could start college campus chapters.

This would allow them to help spread the mission of
HCLF and volunteer their efforts towards campaigns
or events.
Utilizing social media more effectively
As Boone and small business grow there will

be an increased demand for the advertising
support that HCLF offers.
Decrease in donor/business giving, due to

economy etc.
Lack of interest or awareness towards local based

initiatives
Boone, NC is a small college town with a low socio

economic background that could potentially stump its
growth
Larger NPOs in the Boone area could potentially

have greater funding and opportunities that allow them
to overpower HCLF goals and mission.
Their revenue cannot support more than one full

time employee
Appendix D: Communications
As a fundraising team working for HCLF, we believe we effectively communicated in an
orderly and timely manner with the Membership Director Chris Grasinger. Our main mode of
communication was face to face meetings at the HCLF office. We set up regular meetings
through emails and phone calls normally started by Zoe Croft. We CC-ed Chris on all of our
team member emails so that he could keep up to date with the happenings of fundraiser. We
eventually did start running into problems because Chris would not answer emails very
effectively. We learned how to combat this issue by texting him instead. Overall, our
communications as a team with HCLF were extremely thorough and often.
Donation Email example:
Hello __________,
I am a current Appalachian State University Student, and this semester I am focusing my
studies on fundraising in the High Country. I am working alongside three other students to pitch
and implement a fundraiser for a nonprofit we feel passionate about. We have paired with the
local nonprofit High Country Local First (www.highcountrylocalfirst.org).
P a g e | 19
Your name was given to us as someone that might be able to help us reach our goal. As a
fundraising committee we are going to be participating in Greening My Plate Week (April 27th
-May 4th), which educates young children and families about healthy eating and local food
resources. Our hope is to have plates and other small tableware available for kids to decorate
during that week, and then have a silent auction or sell these pieces at the final night dinner.
100% of the proceeds will go towards local business and entrepreneurs through High Country
Local First.
Because this is a student led fundraiser, we do not have a budget for this event. I wanted to
reach out to you (or your department depending if this is going to ASU or not) and see if you
would be interested in donating materials. We would love to have around 10-20 ceramic
pieces that can then be decorated by students in local schools, then fired and glazed for the
fundraising event.
I would love to meet with you to discuss the event further. Please let me know if you have an
available time coming up to set up a meeting. Thank you for your time and consideration!
Best,
___________________
Fundraising Coordinator
High Country Local First
Appalachian State University
Cell Number
Appendix E: Team Bios
Caleb Evington
Caleb Evington is a senior attending Appalachian State
University where he is working towards a Bachelor of
Science in Communication Studies with a minor in Not for
Profit Management. Caleb has many interests and
passions that inspire his life and future. He has been a
barista for five years and is now a manager at Crossroads
Coffee House in Boone, NC. Caleb independently studies
the coffee trade in his spare time and spent two weeks in
Costa Rica learning about the supply chain of coffee.
Caleb leads a community group for a campus ministry at
App State called RUF and co-started a carpool service at
his church, theHeart, to offer rides to freshman living on
campus and to reduce the carbon footprint of the
church body. Caleb loves the outdoors and spends his
summers working as a counselor for 13 year olds at Camp
Rockmont in Black Mountain, NC. He lived in New York
City during the summer of 2012 and interned for a nonprofit organization called the NYC Love Kitchen. In this experience, he made brochures,
pamphlets, and other fundraising materials as well as served 70 meals to the community of
P a g e | 20
Washington Heights. He will intern for Western Youth Network in the fall of 2014 working for Faith
Motter who is the Director of Development. From this experience, he will learn firsthand how
donor cultivation works by planning events, sending out mailings, meeting with potential
donors, and much more.
Caleb will graduate in December of 2014 and hopes to work for Bald Guy Brew in Valle Crucis,
NC learning how to roast coffee for several months and volunteering at local nonprofits in the
High Country. He then desires to take a couple of years to bebop around and travel. He plans
on WWOOFing, working as a Tribal Director at camp, thru-hiking the Appalachian Trail and
potentially interning for a Young Life coffee farm in Nicaragua. Caleb wants to either work for
a nonprofit organization as a fundraiser or attend seminary to work with youth at a summer
camp or a church. Caleb plans on raising a family on a small farm after he settles down and
eventually fulfil his dream of opening his very own coffee shop when he is 50 or 60 years old.
Calebs main goal in life is to live a life with no fear and to always find joy in every situation.
Zoe Croft
Zoe Croft is a graduating senior at Appalachian State
University. She will receive her Bachelor of Science degree in
Communications: Public Relations with a concentration in
nonprofit relations and sustainable development. She is a
Maine native; currently living in Boone, N.C. Living in southern
Appalachia has exposed her to many pressing topics about
our nation and its resources. It is because of this she has
become an advocate for sustainable community
development and grassroots action.
Through her many unique experiences, she has learned
important research, management and financial skills. She
pushes herself academically and professionally which has
allowed her to take her education to India, Mexico, and
Guatemala. As a National Outdoor Leadership School
graduate, Zoe has sharp communication skills, leadership skills,
and an ability to problem solve in critical, time constrained
situations. Zoe is a highly motivated, creative, goal oriented,
young professional who is eager to take her skills into the
workforce.
Jessica Hawkins
P a g e | 21
Jessica Hawkins is a sophomore Public Relations Major and

Marketing Minor attending Appalachian State University.
Jessica is preferred to go by the name of Jessie. North
Carolina native, Jessie currently lives in the town of Boone,
North Carolina.
Accepting the offer of admittance from Appalachian State
University, Jessie found herself looking in the direction of
Public Relations and Marketing. After Jessies freshman and
first semester of her sophomore year, she began applying
for internships in the field of communications. December of
2013, Jessie received the opportunity to work for the
Maryland Depart of Natural Resources in Annapolis,
Maryland. In May of 2014, Jessie will become the DNR
communications intern. With the opportunity of experience,
Jessie hopes to learn about the field of Public Relations and
what it takes to utilize previous learning to real world
applications.
Jessie plans to graduate in the fall of 2015. She hopes to
settle down in Raleigh, North Carolina and pursue a career
as a Public Relations Coordinator. Eventually, Jessie would
like to become a wife and mother.
Hailey Basiouny
Hailey Basiouny is currently a junior at Appalachian State
University. She is studying to receive a bachelor of art degree
in Global Studies, focusing on Development and
Globalization, with a minor in Nonprofit Management. An
understanding of the critical issues faced in todays
globalized world and of the nonprofit model, designed
appropriately and sustainably, will empower her to make a
difference in the lives of those less fortunate than herself.
With a passion for travel, culture, and helping others, Hailey
plans to combine these interests by pursuing work abroad in
the nonprofit field. This summer she will be interning in
Washington, DC with Safe Kids Worldwide, an international
nonprofit dedicated to combating childhood deaths from
preventable injuries. Next summer will take her abroad to
intern with a nonprofit through AIESEC, the largest studentrun nonprofit dedicated to delivering quality internships
abroad, of which she is currently a member and Team
Leader of Recruitment on AIESEC Appalachians Outgoing
Exchange team.
P a g e | 22
After moving all around the East Coast, home is now split between Boone, NC and Vienna,
VA, just outside Washington, D.C. Hailey expects to continue to experience life and enjoy the
diversity it has to offer by traveling extensively and living around the world. Her home base will
probably host at least one German Shepherd and a view of the mountains. For her, life is
ultimately about balance and she plans to pursue life with both intentionality and an affinity
for the unexpected.
Appendix F: Visual Documentation
P a g e | 23
P a g e | 24
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P a g e | 26
P a g e | 27

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Hailey Basiouny, Zoe Croft,

Team Goals and Objectives:

Sunday, May 4th - SEAM Dinner at Basils

Appendix B: High Country Local First Business Directory

Phone: 828.297.1000 aplusrealtync.com

Bald Guy Brew

Blowing Rock Market

Blowing Rock Produce

Blue Mountain Center

Capua Law Firm

Come Back Shack

Deer Valley Racquet

(828) 264 6126 fax:(828) 264 7743

240 Shadowline Dr.

Feastie Boys Food Truck

828.268.4248 or 919.260.8766 feastieboys.com

Galileo's Bar & Cafe

549 West King St.

207 Market Center

Green Mother Goods

116 W. King StBoone,

High Country Recycling

Hob Nob Farm Cafe

506 West King St.

3411 Hwy. 321 S.

Mast General Store

Melanie's Food Fantasy

713 West King Street

Miller's Supply, Inc.

Zionville: 828-297-4488 Miller's Supply, INC. on

512 Meadow Road

1345 Poplar Grove

Boone: 828.963.7524 Banner Elk: 828.898.8545

126 Taylor Rd.

(828) 264-3061 watauga.ces.ncsu.edu

971 West King St.

New River Organic

(828) 773-1588 newriverorganicgrowers.org

One Earth Natural

(828) 355-9486 oneearthnaturalcleaning.com

Mountain Dog and

Orchard Hill Media

(828) 963-2470 mountaindogandfriends.com

Phone 828-265-0004 Fax 828-265-0174

1302 Blowing Rock

227 Hardin St.

967 Rivers Street

828-386-6100 info@regearnc.com regearnc.com

Resource Wood Inc.

Rivercross Made in USA

Rose Mountain Butcher

Seed to Plate Catering,

P.O. Box 2318643-L

Stick Boy Bread

345 Hardin St.Boone,

The 1861 Farmhouse

3608 Broadstone Rd.

3005 Shulls Mill Rd.

The Mast Farm Inn

The Mustard Seed

The Pet Place

(828) 268-1510 petplaceboone.com