Connecting Conception

to Reality
Ms. Reba Terry
Executive Director

The Caring Place

130 Wildwood Avenue
Cleveland, TN 37311

Ms. Terry:

It was an honor working with The Caring Place in trying to gain new corporate sponsors. This is certainly
crucial for your organization since it is taking the next steps toward company growth. The Caring Place already
receives monetary and in-kind donations; however, the need for monetary donations is rising due to budget
expansions. The Caring Place also faces a lack of awareness among the corporations of Cleveland, Tenn.

These problems are also opportunities for massive growth. The Caring Place is already a successful
organization in Cleveland, Tenn., but there is an opportunity to increase the awareness of it by up to 48 percent.
Since only 23 percent of those that had heard of The Caring Place had already given, it also means that there is the
opportunity to raise the amount of businesses that donate to The Caring Place by up to 77 percent.

With those opportunities in mind, the Anchor Public Relations Firm has created a yearlong public relations
campaign. In order to increase awareness, positive and mutually beneficial relationships between the Caring Place
and corporations in Cleveland will be established. Utilizing an information kit, lunch and learn meetings, a harvest
festival, a TV interview, radio spots, and news releases will fulfill this goal.

The second goal formed focuses on increasing monetary donations from corporations in Cleveland, Tenn.
Accomplishing this campaign goal will be more difficult because businesses need a benefit for giving; however,
through engaging these businesses in tactics requiring audience participation and therefore emotionally involving
them, donations will increase. Such tactics include an employee matching competition, golf tournament, a black
tie dinner affair, and by buying plots in the community garden.

The Anchor Public Relations Firm believes that by implementing these tactics, The Caring Place will see a
growth in monetary donations and a improvement in awareness. Thank you for allowing Anchor Public Relations
Firm’s participation in the next stage of The Caring Place’s growth.

Sincerely,

Anchor Public Relations Firm

Table of Contents
1. Situation Analysis..............................................................................page 2

2. Research..............................................................................................page 4

3. Campaign Goals................................................................................page 7

4. Key Publics.........................................................................................page 9

5. Theme and Messages........................................................................page 11

6. Objective, Strategies, and Tactics....................................................page 13

7. Logistics..............................................................................................page 17
a. Timetables
b. Budget
c. Personnel Requirements
d. Anticipated Results

8. Evaluation..........................................................................................page 21

9. Appendices.........................................................................................page 23
a. Research Documents
b. Executions
c. Logistical Documents
d. Evaluation Documents

1
Situational Analysis

2
 After interviewing employees of The Caring Place and visiting the website, Anchor Public Relations Firm
has concluded that The Caring Place is a Christian, nonprofit organization founded in 2000. In 2000, four of the
Church of God churches in the area collaborated, providing help to the needy. After those churches created The
Caring Place, they leased their current facilities for 10 years for $1 a year, later transferring the deed to The Caring
Place.

The Caring Place serves families and individuals in need. They serve roughly 1,200 families every month.
It distributes clothes and linens to people as well as food once a month for singles and twice a month for families.
It monitors this using an Internet database called Charity Check. Every three months families or individuals can
get one linen (i.e. a sheet set or a blanket).

Most of these donations come from individuals; however, some businesses donate to The Caring Place.
Some of these businesses include Prior Attire, Season’s Consignments, and CATOs. These donations go further
than just clothes, too. Other donations accepted include books, magazines, and other publications. Community
members can donate in bulk too, as a nine-year-old did for her birthday. Instead of receiving gifts, she asked people
for donations of food, donating 1,200 pounds.

The food section of The Caring Place mostly consists of non-perishables and it distributes 30,000 pounds of
food a month. Last year they served 166 tons of food to those in need. The Caring Place gets an array of foods from
each of its donors/purchases so that families and individuals can build well-balanced meals. At the moment, The
Caring Place only has $5,000 a month for the food budget. Like the clothes, individuals can come once a month
and families can come twice a month for food.

The Caring Place is taking the next step in growth by building its donation base by reaching corporate
clients. The company has set rigorous goals for the next year: a $75,000-$100,000 increase in its operating budget.
With this expansion, it would at least double the food and public relations budgets. The hope is that people coming
in could pick anything they need, instead of receiving a grab bag of food.

The Caring Place needs a couple of things before reaching out to corporations. It would like an information
kit created for potential corporate clients that is clean and professional yet not looking wasteful. There is already
a Lunch and Learn program at The Caring Place once a month for community members to learn about the
organization. This program is not formatted for businesses, though.

After reviewing results of 50 surveys from businesses, less than half have heard of The Caring Place. Out of
the 52 percent that had heard of it, only 23 percent had donated in the past. This research presents both the need
of awareness of The Caring Place and for monetary donations.

The Caring Place has never ventured with corporations before, but it is the only organization in the area of
its size and caliber. With corporate opportunities looming, The Caring Place hopes to reach big name companies
such as Whirlpool, Wacker, and Volkswagen.

The biggest issues that The Caring Place sees are its lack of volunteers and therefore not capable to do all
that is necessary. Ideally the company would like 15-20 volunteers a day for the different sections of the company.
Thankfully, The Caring Place believes that it has seen the worst of the recession, and it looks forward to more
donor opportunities.

3
Research

4
 The primary research conducted by Anchor Public Relations Firm was surveys. The team disbursed 50
surveys to companies in Cleveland which had not given to The Caring Place recently or ever. Determining the
awareness of The Caring Place with businesses in Cleveland was the goal of these surveys. For a copy of an actual
survey, please look in the appendix A.

The method for distributing the surveys was a combination of stratified random and convenience
methodologies. A stratified random method is where recipients are chosen in a random, yet ordered list, or
every nth item. For this reason, a list of all companies in Cleveland was retrieved via the Cleveland Chamber of
Commerce website. Each company was separated into industries and then further into sub-industries. Every other
sub industry was chosen from each industry and then every sixth business was chosen from that list, giving each
company an equally random chance of being selected. This was done until there were 170 businesses selected.
Surveys were then e-mailed to the recipients.

After dismal returns of surveys (15 out of 170), convenience surveys were taken around businesses in
Cleveland, Tenn. These are considered convenience surveys because of the proximity, not because they were chosen
at random. The remaining 35 surveys were gathered in this method.

The survey itself was structured mostly as a quantitative survey because the number of people who know
about The Caring Place was more important that what the businesses thought of it. The first question asked if
the company had a policy on charitable giving because it was necessary to determine the status of giving by
organizations and if that giving was regular. According to the results, 54 percent of the respondents did not have a
policy on giving.

The second question asked if the company had ever donated to nonprofits before because Anchor Public
Relations Firm realized that many businesses might give to nonprofits even without a policy; 80 percent had
previously given. Of the 20 percent that had not given previously, they were asked to provide a reason for not
giving in question three. Answers included reasons such as being a small business or non-profit and “just never
donating” before.

Question four broke down the reasons why companies that have donated before donated to those particular
nonprofit organizations. This question was asked because the motivation for giving is extremely important in
determining benefit statements for tactics in the campaign. A list of answers was stated for the companies and
they filled in all that applied. A blank space was provided at the bottom for other reasons. The majority of the
respondents, 46 percent, said that giving gave the business a strong sense of social responsibility; 42 percent
claimed the reason for giving was because the business liked the mission of the nonprofit; 36 percent saying that
giving gave employees a sense of self-gratification, and only 28 percent said it was for a tax break. Other reasons
listed included religious reasons and supporting the community.

Question five gets at the heart of the goal for the survey. It questions if the business has ever heard of The
Caring Place. The results showed that 48 percent of businesses had not heard the name before and out of the 52
percent that had, only 23 percent had donated in the past (as determined by question seven). Question six asked
those who had heard of The Caring Place the opinion of the nonprofit, and there were a wide variety of answers
ranging from positive to confusion of services provided. However, the majority of businesses aware of The Caring
Place did not know what it was, but knew only the name.

5
 The research survey concluded with an optional question asking for a list from organizations of other
nonprofits the business has given to in the past. This was asked because it was helpful knowing what businesses,
especially any local businesses, had found success with corporate fundraising. Most of the organizations listed
were government organizations such as schools and law enforcement agencies along with some churches. Also,
many organizations gave to national nonprofits such as Make a Wish foundation, American Heart Association,
and Toys for Tots. Only three out of 35 (or 8.6 percent) organizations listed were local to Cleveland.

6
Campaign Goals

7
Goal #1: To increase awareness of The Caring Place among corporations in Cleveland, Tenn.

The first goal is raising awareness of The Caring Place to corporations in Cleveland, Tenn. This was decided
as a result of research. Based on the research, it showed that almost fifty percent of corporations surveyed do not
know of The Caring Place. These dismal numbers showed an apparent need for awareness among corporations in
Cleveland, Tenn.

Goal #2: To increase monetary donations from corporations in Cleveland, Tennessee, to The
Caring Place.

The second goal for The Caring Place during this campaign is raising monetary donations for The Caring
Place from corporations in Cleveland, Tenn., by $75,000-$100,000. This is because The Caring Place decided prior
to this campaign that an increase in this amount was needed for its operating budget. Research showed that
business in the Cleveland area were apt to giving to organizations in the community, even if not to local ones.
Anchor Public Relations Firm believes tapping into the businesses that do not give to any organization is what The
Caring Place needs. This would bring in a surplus of monetary donations needed by The Caring Place without
taking away funds from other organization sponsors, as well as bringing awareness of their mission and purpose
to a new key public in the local community.

8
Key Publics

9
Key Public: Corporations in Cleveland, Tenn.

Because The Caring Place is taking the next step of growth, it will target corporate sponsors. The Caring
Place determined this key public prior to this campaign, so specifying publics into sub-key publics was not
necessary. After doing research, Anchor Public Relations Firm concluded that reaching corporate sponsors is
indeed the most beneficial public because The Caring Place’s goal of increasing the operating budget by $75,000-
$100,000 will be reached most efficiently by these organizations.

The Caring Place will equally target both small and large corporations in Cleveland, Tenn. The reason for
targeting only businesses in Cleveland, Tennessee is proven through research. It is obvious that there are enough
within the city that are not aware of The Caring Place. With the rate at which The Caring Place’s clients are growing,
corporate sponsors are largest sources of funding. This also allows for a highly specialized campaign because the
scope is much more focused than having more than one key public.

10
Themes and Messages

11
Campaign Theme: Connecting Conception to Reality

This theme was chosen because there is an issue of need in Cleveland, Tenn. In Cleveland, Tennessee, 13.1
percent of the population live under the poverty level. People either intentionally overlook it or are completely
unaware of it. The theme of this campaign is bridging the gap between the conception of those in need and the
reality of large issues of poverty faced in Cleveland, Tenn. currently.

Additionally, this theme also addresses the businesses that do not recognize the name of The Caring Place.
Even the majority of businesses that had heard the name of The Caring Place did not know the mission of the
organization. This theme will connect the conception of what The Caring Place is to those businesses to the reality
of the organization.

Campaign Messages

Goal #1: Recognize the Need

The awareness message addresses the awareness goal through showcasing the evident need of individuals
and families in Cleveland, Tenn. This need will be presented through statistics in information kits as well as events
and meetings highlighting the need in the community. Businesses will also get a direct sight of the need through
attending Lunch and Learn meetings.

Goal #2: Fulfill the Need

This campaign message presents a strong call to action to businesses in Cleveland, Tenn. It suggests that
corporations have already been made aware of the need via the first campaign goal and that something should now
be done with the knowledge learned. This will be completed through multiple fundraising events such as a golf
tournament and a banquet.

12
Objectives, Strategies,
and Tactics

13
Objective #1:
To increase the awareness of The Caring Place to corporations in Cleveland, Tenn., by 43 percent
by December 31, 2012.

This objective is the first of two objectives in this yearlong campaign. This campaign is a rigorous one
because it begins January 1, 2012. It estimates a 3.58 percent awareness increase per month. Under this objective
there are three strategies, all of which focus on current or inexpensive ways of raising awareness.

Strategy #1: To establish positive and mutually beneficial relationships between The Caring Place and
corporations in Cleveland, Tenn.

Tactic: Lunch and Learn

The Lunch and Learn program is a program already in place within The Caring Place. Throughout the year,
businesses will be invited to this event. The benefit for the business representative is a free lunch provided by The
Caring Place. This benefit will be highlighted in the invitation included in the information kit below. Additionally,
during the Lunch and Learn, business representatives can tour the facility. This will provide a much more intense
representation of the need in Cleveland, Tenn., therefore involving the representatives emotionally.

Tactic: Information Kit

This strategy gets at the core of public relations. This strategy is broad, but the tactic is a specific way
to accomplish this strategy. The information kit will consist of an information booklet containing statistics on
homelessness and poverty in the United States and Cleveland, Tenn., a backgrounder of the history of The Caring
Place, statistics on The Caring Place, how businesses can help, and why they should help. It will also contain an
introduction video produced by The Caring Place giving more in-depth information as well as a picture CD to
browse pictures. A sealed envelope from Reba Terry regarding the vision of The Caring Place will be placed within
the information kit as well as an invitation to the Lunch and Learn program. Finally, a calendar of annual events
will be added so that readers may choose an event to attend, if desired. This information kit will be put in small
burlap bags and disbursed to 144 businesses in the community throughout the year.

Strategy #2: To create a fall event by partnering or collaborating with businesses in Cleveland, Tenn.

Tactic: Harvestfest

This event will be done in the fall as a family-friendly event. Similar to the Halloween event put on by
the city of Cleveland, businesses can bring out stands promoting their business and providing entertainment for
children. At The Caring Place booth there will be an announcer speaking on the needs in Cleveland, Tenn. The
benefit for businesses is gaining extra revenue or awareness. Those selling food would gain revenue and those
giving out information on their business would gain awareness. This event would be held in downtown Cleveland,
Tenn.

Strategy #3: To engage the local news media through the use of calculated tactics, highlighting The Caring
Place as the next big thing.

14
 Tactic: Do a TV interview on WTNB, the local channel.

This tactic obviously cannot happen with a major benefit to the WTNB news network. The benefit of
interviewing The Caring Place would be presenting the next up and coming organization. The news survives by
finding the next best thing and The Caring Place is it. Another benefit is that WTDB is affiliated with My Family
TV Network and it would fulfill part of its quota of Christian programming by interviewing The Caring Place. An
introductory news release requesting an interview will be sent to the station as well as an information kit. After
that, an interview will be set up per WTNB’s schedule.

Tactic: Do a news release for every event happening within the campaign and invite the media to
them.

The engagement with the local news media will begin early in the year, promoting how The Caring Place is
fulfilling needs for poverty-stricken families and individuals in Cleveland, Tenn. This news release will also state
the problems of financial constraints. After the initial news release, news releases will be done a month prior for
each tactic and releasing them two weeks before the event. Additionally, at every event, the news media will be
invited. These news releases will have a strong message of the need that is evident in the community as well as a
strong call to action. The benefit of attending or broadcasting or printing these news releases and events is that
The Caring Place is providing free, newsworthy information in a timely manner that is relevant to the community.
News media outlets include the Cleveland Daily Banner, news channels three, nine, and 12, and the Chattanooga
Times Free Press.

Tactic: Invite J103 to the Harvestfest for a live radio show promoting the need in Southeast
Tennessee.

J103, the local Christian radio station often does promos and live shows for special events around the area.
J103 can expand its listening audience by doing a live show at Harvestfest because there is a higher chance that
individuals or organizations do not listen to J103 in the area. It also provides them with networking opportunities
with other organizations for potential sponsorship of the radio station.

15
Objective #2:
To increase monetary donations from corporations in Cleveland, Tenn., by $75,000-$100,000 by
December 31, 2012.

This objective was set by The Caring Place and it is another rigorous campaign objective. Throughout the
year-long campaign, it requires at least $6,250 extra income be made each month; however, the strategies set forth
by this objective target a couple large events and a small one in order to reach that goal.

Strategy #1: To engage businesses through audience participation.

Tactic: Soup’s On: Inter-Business Competition

This tactic, named “Soup’s On,” is a multi-layered competition taking place all year. At the beginning of
the year The Caring Place will ask current donors and churches to gather soup cans that have been properly
cleaned. After these are collected, The Caring Place will approach 50 businesses and propose a competition. This
competition is for each employee within their particular organization to see who can raise the most money in
change at the end of the year. At the end of the year a news release will be submitted highlighting the individual
that saved the most as well as the business entity that gave the most as a whole. This competition provides a
friendly contest that promotes both camaraderie and competition.

Strategy #2: To create a series of special events encouraging monetary donations by businesses to The Caring
Place.

Tactic: Club the Need: Golf Tournament

The “Club the Need” golf tournament is a large special event held in late May aimed at businesses looking
for a day off with coworkers. The entry fee will be per team and that will go towards a grand prize winner as well as
a second prize winner. This would be the benefit of the event. Again, there will be a press release announcing this
event, but additionally, there will be fliers printed to disperse to 150 businesses in Cleveland, Tenn. If the e-mail
address of the business is known, a more cost-effective solution is e-mailing the contact and having them forward
the e-mail. This event could be held at the Cleveland Country Club.

Tactic: Feed the Need: Black Tie Dinner Affair

This event is a dressy evening event that could be held at the Lookout Mountain Fairyland Club or another
exclusive location like that. This will be held in mid-November or so and will highlight romance and style. It will
be a pay per plate event and will have a silent auction for fundraising. Businesses and individuals in Cleveland,
Tenn., can promote their social responsibility by having a name card next to a donation they have made for the
silent auction. The Lee University Jazz Band will be playing in return for service hours, further enhancing the feel
of exclusivity and class.

Strategy #3: Get businesses involved with the mission of The Caring Place by implementing a new sponsorship
program to get businesses involved.

Tactic: Plow the Need: Community Garden Plots for Sale

This tactic supports the objective by offering up plots of the community garden for sale. In exchange for
buying a plot, the business would get their name on a stake in the plot as well as picture updates later in the year,
displaying the work that clients have done. When approaching businesses, The Caring Place will present brochures
on the community garden and its mission as well as the benefit for the business.

16
Logistics

17
Timetable:

For a closer look at the timetable, please refer to the logistical documents in appendix C.

Budget:

There is a budget of $2,500 given for public relations currently per year by The Caring Place. The largest
expense foreseen is the information kits. The small burlap bags in which the kits are packaged come from Gifts
International, Inc. and are sized 8in. by 12in and have a drawstring as well. Including shipping and handling, 144
bags will total to $107.77 (they may be retrieved at http://www.giftsintl.com/burlapbag.php). A customized stamp
reading HANDLE WITH CARE (for the outside of the burlap bags) will need to be purchased as well, totaling
roughly $15. If these information kits are sent rather than presented to businesses personally, postage would be
$2.41 for 10 ounces for a large envelope at first-class shipping. If all 144 are sent, the postage would be $347.04.

The booklets will be printed on four sheets of 8.5 inches. by 11 inches semigloss cardstock, each in full
CMYK color. Each page is $0.59 a copy, and with four pages front and back it will be at most $4.72 each for a total
of $679.68. Regular paper will also need printing, 144 for the letter from Reba Terry and 144 for the calendar
of events, making 288 total. Georgia-Pacific Copy & Print Paper -500 Sheets, 92 Bright runs about $4 each at
Walmart. This will also cover the invitation prints as well as all news releases. Envelopes will also be needed for the
letter from Reba Terry totaling 144.

Finally, CDs will be needed for the kits. For more cost-effective purposes, both pictures and the video could
be put on one CD. Verbatim 95159 DataLifePlus 4x CD-RW Media has a 50 pack available for $33 at Walmart. This
would total to $100 roughly.

For the community garden, stakes will be made for businesses that buy plots. This could go one of two
ways. The Caring Place could pay for the supplies and having it painted or The Caring Place can talk to the Lee
University or Cleveland State Community College art departments about making it a project for a class. At that
point, no purchases are necessary due to student lab fees.

Apart from that, any prices needed for the events are usually just taken out of whatever is made, so no
deposit money is needed.

Below is an Excel spreadsheet of the breakdown of the known costs:

18
Personnel Requirements:

Because of the nature of this campaign, there will be a heavy emphasis placed on personnel. If possible,
Anchor Public Relations Firm suggests taking on a non-paid intern. However, if that is not possible, it is still
doable with employees and volunteers.

Throughout the year one person will be in charge of news releases including the one at the beginning of the
year. News releases should typically be released about two weeks before a planned event or anticipated print date.
For that reason, the dates listed on the calendar are two weeks before anticipated release date. The same person
should be in charge of inviting J103 to the Harvestfest. This person should write in an inverted triangle format.
This person also should be in charge of sending invitations for all of the events.

One person is responsible for making contacts and finalizing locations. There are a number of contacts
available for each event; however, here are the recommended contacts. The event coordinator at the Cleveland
Country Club is named Meredith and will speak on coordinating the golf tournament as well as pricing. The event
coordinator at the Lookout Mountain Fairlyland Club is also the person for discussing usage and price of using the
Fairyland Club. To contact the local marketing director for WTDB, contact Susan Kolyno. At the very least, J103
has a community event calendar online and an announcement may be made two weeks in advance of the event.
Otherwise, call the sales and marketing manager for set-up of a live-show. Please go online for more information.
Finally, there are two contacts at Lee University. One is the art teacher, John Simmons, and the other is Alan Wyatt,
director of the Jazz Ensemble. This person should also be in charge of gathering donated items for all events, as well
as approaching businesses for the community plots. Because this job deals a lot with the public, this person should
be fun and engaging.

Finally, there will need to be a great deal of people for each of the large events. For the golf tournament, at
least four to five people from The Caring Place are recommended there because of the number of people attending.
The Harvestfest will require the most people because of the number of people in attendance. If at all possible,
try having around 15-20 volunteers to manage crowd control. The dinner will only require three to five or so,
depending on the negotiations with the Fairyland Club on set up and clean up as well as those from The Caring
Place who are speaking.

The Lunch and Learn should carry on as usual, albeit a little extra manpower used if necessary. The person
presenting information kits (for those not sent through the mail) should be the same person making presentations
currently.

Finally, one person (or more) will need to survey 50 businesses after December 31, 2012. This could be
anyone or more than one person, as long as the job is finished.

Expected Results:

While predicting results in monetary form is difficult, estimations can be made. Because these estimations
are only in monetary form, no expected results will be reported for the awareness goal and tactics.

The “Soup’s On” competition will be the best fundraiser, according to estimations made by Anchor Public
Relations Firm. The average number of employees a business in Cleveland, Tenn., employs is roughly 16 employees,
so Anchor Public Relations Firm estimated low numbers of employee participation. Anchor Public Relations Firm
also assumed that each employee could save $0.40 a day for each business day; bringing $2.00 per employee each
week. If two weeks of the year was taken out for vacation and holidays, each employee could save $100 a year,
or $400 per business. Assuming that 170 businesses participate, or 5.5 percent, that is a total of $68,000 in fund
raising.

19
 The golf tournament is expecting about $9,000 from the event. This number is based on interviews of
previous organizations holding golf tournaments. This number is the net amount earned from the competition,
taking out all monies for prizes and facilities usage.

The black tie dinner affair could bring in a lot more than anticipated because of the auction element. It will
be roughly $4,000 for more than 150 people attending the Fairyland Club, it is estimated that this event will bring
in a net of $7,250 if each plate is $75. This number is not adding any profit from the silent auction, so there would
be even more profit. Again, this number could be larger or smaller depending on the size of the auctioned items
and their selling prices.

The community garden plots for sale will bring in the least revenue due to the size of the garden. Assuming
there are 40 plots available and they’re being sold for $50 each, there is an expected amount of $2,000 in fund
raising.

If all of these results are added together, they equal roughly $90,000. This is exactly between the target
numbers of the campaign goal of raising the operating budget by $75,000-$100,000.

20
Evaluation

21
Campaign Goal #1: To increase the awareness of The Caring Place among corporations in
Cleveland, Tenn.

Campaign Objective #1: To increase the awareness of The Caring Place to corporations in Cleveland,
Tenn., by 43 percent by December 31, 2012.

The awareness goal will be more difficult attaining, as disbursing surveys is necessary. This will be
accomplished by sending out at least another 50 surveys in the same way listed in the research section of this
proposal to businesses and corporations in Cleveland, Tenn., after the time allotted has passed. Since there is a
current 54 percent awareness rate and the goal is increasing the awareness by 43 percent, success will mean that 95
percent of those surveyed have heard of The Caring Place. The survey that should be disbursed is listed in appendix
D.

Campaign Goal #2: To increase monetary donations from corporations in Cleveland, Tenn. to
The Caring Place.

Campaign Objective #2: To increase monetary donations from corporations in Cleveland, Tenn. by
$75,000-$100,000 by December 31, 2012.

As stated, one of the goals Anchor Public Relations Firm has for The Caring Place of Cleveland, Tenn.
is raising the amount of monetary donations from corporations located in Cleveland. The objective of this was
raising donations by $75,000-$100,000. The way this will be measured to see if this has been reached will be by
evaluation of financial documents. Examine the financial donations taken in during 2011 and compare to 2012’s
monetary donations. This will show the success of the campaign.

22
Appendices

23
Appendix A: Research Surveys
Lee University
Public Relations Planning & Management Class

Survey on Charitable Giving to Non-Donor Businesses

1. Does your company have a policy on charitable giving? Please indicate by yes or no.
Yes____________
No____________

2. Has your business ever given to a nonprofit organization? Please indicate by yes or no.
Yes____________
No____________

3. If no, why not?

4. If yes, what motivated you to donate to those nonprofits? Please choose all that apply.
It gave my business a strong sense of social responsibility_______________
It gave my business a tax break____________________________________
It gave employees a sense of self-gratification by knowing they work for a company that is committed to
giving________________________________________
My business liked the mission of the nonprofit_________________________
Other, please specify_____________________________________________

5. Have you ever heard of The Caring Place? Please indicate by yes or no.
Yes____________
No____________

If no, please skip the next two questions.

6. If you have heard of The Caring Place, what is your overall opinion of it?

7. In past years, have you ever donated to The Caring Place? Please indicate by yes or no.
Yes____________
No____________

8. Optional: To what other nonprofit organizations does your business donate? Please list all.

Thank you for your time

24
Appendix B: Executions
MEDIA KIT: Brochure

25
26
27
28
29
MEDIA KIT: Lunch and Learn Invitation

30
MEDIA KIT: Calendar

31
MEDIA KIT: Letter

Dear Sir or Madam:

The Caring Place is a local ecumenical Christian, non-profit 501(c)3 organization that distributes food and gently-
used clothing to the disadvantaged in Bradley County. The need is great. In fact, in 2010 we distributed 166 tons of
food to 3,316 different families! In addition to food and clothing, we also have a master’s level social worker who
assists families with other issues, i.e. housing, counseling, employment, etc.

In Bradley County, there are over 15,000 people who are at risk of hunger. In Cleveland alone there are over 6,000
individuals and families who live below the poverty level. We would like to increase the amount of food we give as
well as serve more people in need.

More and more people are learning about The Caring Place and our services, and we are glad to be given an op-
portunity to assist; however, as the need rises, we must also increase our support base. We are supported by local
churches, schools, civic clubs, businesses, and caring individuals; however, we are always searching for additional
partners, as we are not a United Way agency.

Winston Churchill is quoted as saying, “We make a living by what we get, but we make a life by what we give.” In
that mindset, we look forward to meeting with you, learning about your corporation’s charitable programs and
exploring the potential “life” your company can give to the poor of Bradley County.

In His Service,

Reba A. Terry, MSSW, LCSW

Executive Director

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Appendix C: Logistical Documents

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Appendix D: Evaluation Documents
Lee University
Public Relations Planning & Management Class

Survey on Charitable Giving to Businesses

1. Has your business ever given to a nonprofit organization? Please indicate by yes or no.
Yes____________
No____________

2. If no, why not?

3. Have you ever heard of The Caring Place? Please indicate by yes or no.
Yes____________
No____________

If no, please skip the next two questions.

6. If you have heard of The Caring Place, what is your overall opinion of it?

7. In the past year, have you ever donated to The Caring Place? Please indicate by yes or no.
Yes____________
No____________

8. If yes, what motivated you to donate to The Caring Place? Please choose all that apply.
It gave my business a strong sense of social responsibility_______________
It gave my business a tax break____________________________________
It gave employees a sense of self-gratification by knowing they work for a company that is committed to
giving________________________________________
My business liked the mission of the nonprofit_________________________
Other, please specify_____________________________________________

Thank you for your time

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