1

ADPR 5920 Final Project:

Prepared for

Rally Foundation

Public Relations Communications, ADPR 5920

Dr. Bryan Reber

December 8, 2014

Rebecca Kanaverskis

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Table of Contents

Situation Statement…………..………………………………………..................2-4

-Previous Promotional Strategies

-Competition

Research.………………………..………………………………….………….....5-6

Goals and Objectives……………………………………………………………….7

Action Plan…….……….……………………………………………………….8-15

-Tactics

-Evaluation

-Budget

-Timeline

Press Release…….………………………………………………………………..16

Fact Sheet………………………………..…………………..................................17

Feature Pitch Letter………………………………………….…………………....18

Feature Release……………………………..…………………………………19-21

PSA……...………………………………………………………………….……..22

Speech…………………………………………………………………….…...23-26

-References

Event Memo………………….…………………………………………....…..27-29

Website Memo……………………………………………………………...…30-31

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Situation Statement

Rally Foundation, a 501(c)(3) nonprofit organization, empowers volunteers across the

country to raise awareness and funds for childhood cancer research. Rally’s goal is to find better

treatments with fewer long-term side effects and ultimately, cures. In its first eight years, Rally

awarded more than 5.25 million in childhood cancer research grants across the country. Rally

received the Independent Charities Sal of Excellence and GuideStar Valued Partner seal. Also,

according to audited financials, 94 cents out of every dollar raised supports Rally’s mission.

Cancer is the number one disease killer of children ranging from a few months old to 15

years. Rally currently funds research for brain tumors, solid tumors, blood cancers and

survivorship studies with 75 research projects in hospitals across the country. Cancer in children

differs from the cancer experienced by adults. Children’s bodies are more fragile and require

different types of treatment and research.

Rally Foundation wants to increase awareness of their brand and increase fundraising

profits around the Atlanta area and University of Georgia campus using the student organization,

UGA Rally. This plan will list suggestions Rally Foundation can follow in order to expand its

promotional practices around the Atlanta community and the UGA campus. These practices will

not only get the Rally Foundation brand more recognition, but they will also increase revenue of

donations.

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Previous Promotional Strategies

Rally Foundation recognizes the importance of community involvement, therefore it is

always looking for ways to lend a hand to the families that have been affected by childhood

cancer. Rally kids are featured on the organization’s social media outlets and are able to attend

Rally events, including Brian McCann’s celebrity softball game, Rally on the runway, Rally idol

and Braves games. Rally Foundation has an active Facebook page, Instagram, LinkedIn page and

a Twitter account. Through these social media venues, Rally advertises their upcoming

fundraising events and shares Rally kids’ stories to spread awareness. Rally also has a gift shop

through their website in which it sells memorabilia for the public to purchase.

Rally Foundation held the 46 Faces of Rally campaign to encourage affected families to

create a page about their child on the Rally website. All proceeds raised in a child’s honor will be

contributed to a Rally research project specific to their diagnosis. Families affected by childhood

cancer use the campaign to spread the word about their child’s personal experience. In order to

participate in the 46 Faces of Rally campaign a family will come up with a creative title, set a

fundraising goal for at least $500 and display a child’s story and photo. The family sends out the

fundraising page link to friends and family members to encourage them to donate.

Competition

The main competitors for Rally Foundation are different nonprofit organizations in

Atlanta that raise money for childhood cancer, like CURE Childhood Cancer. Also, Relay for

Life raises money for all types of cancer, but this takes away funds that could be donated

specifically towards childhood cancer research. Organizations at UGA that are competitors for

the student run UGA Rally club include Leukemia and Lymphoma society and UGA Miracle,

which donates money to children hospitals.

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Target Audience

Although raising funds for Rally Foundation will mostly be aimed towards families in the

Atlanta area, the campaign should work to gain donors in the Athens area as well. Rally

Foundation must take a simple approach in reaching these audiences to continue to grow.

Primary Audience

Rally Foundation targets families affected by childhood cancer, whether it was their child

or someone they know. Families have the option to make their child a Rally kid in order to

become more involved within the organization. Also, keeping the attention and business of

current donors will hopefully increase their donations. Social media following is also the main

focus towards the primary audience. The more interactive the Instagram, Twitter and Facebook

page become, the more hype there will be about a survivor’s story. This will motivate more

people to keep the donations coming in order to have more success stories.

Secondary Audience

Rally is hoping to expand their audience selection by targeting more UGA college

students around campus. By focusing on a younger crowd, Rally will be able to increase profits

through promotional events focused around football season. Overall, spreading awareness to

college students that are not as educated about the underfunding of pediatric cancer is important

for growing the brand. Many college students do not realize that seven children die every day

because the children are not receiving the correct treatment for their bodies. Students in different

clubs on campus can spread the word about Rally to others in a personal way.

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Research

Since the immediate purpose of the plan is to expand the audience and promotional activities,

certain measures must be taken and multiple methods of research must be employed.

Primary Research

Primary research will be directed at current and past donors to determine how they think

Rally Foundation could improve their image and publicity. A focus group study will be hosted

in order to gather information about thoughts on Rally Foundation’s promotions and the quality

of their brand. From this feedback, a brainstorming event will be organized to come up with new,

fun and creative ideas that will catch the students and Atlanta community member’s attention.

Primary research should be done to gather information from donors about their

satisfaction with Rally’s services and events. Surveys will be conducted via email directed to all

donors, e.g. nonprofits, Rally has sponsored and surveys of Rally families. The donor’s

satisfaction survey will include all of Rally’s way to thank those who donated from sending out

cards and emails. Gathering this information will give Rally a chance to better target their

audience and know how to raise more money.

There should be research done about competitor’s fundraising goals in order to determine

when the best time for promotional events and advertising should take place. With this

information, Rally will know how often to send out social media posts about children’s stories

and when it needs to hold the next big event. The Brian McCann softball game is always during

the off season in baseball because many Braves players attend. Similarly, Rally on the Runway is

during the off season in football since Falcons’ players escort the cancer patients. September

should be Rally’s main focus because it is childhood cancer awareness month.

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Secondary research

Secondary research will be conducted in order to gain information on potential

competition to Rally Foundation. It will be done by looking at how different competitors are

promoting the kids the competitors sponsor and how they handle social media following. From

this information, we can get a better understanding of the competition’s techniques as well as

other creative ideas to recruit donors. In understanding how other organizations survive and

promote themselves, Rally Foundation will be able to stand on the same playing field as some of

its competitors.

To do so, researchers may look to case studies, websites and prior campaigns of certain

childhood cancer organizations. Rally will then be able to compare its procedures and methods to

other organizations that have had success in gaining a steady donor base. Through this research,

the methods that other organizations use to communicate and relay their message to the public

will become clearer, thus giving Rally a better opportunity to increase communication with its

target audience.

Finally, secondary research directed toward previous donors will be completed in order to

gain additional opinions on the Rally brand. This will be done in the format of a focus group. In

receiving feedback from previous Rally families and donors, the company will be able to keep its

original audience happy while also taking on a completely new donors.

From this research, new and innovative ideas will be created in order to better promote

UGA at Rally as well because the club goes hand and hand. Overall, UGA Rally needs a bigger

showing for percentage nights, meetings and local dinners held in Athens.

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Goals

1. Increase awareness of the Rally Foundation brand around the Atlanta area and UGA

campus.

2. Increase fundraising profits.

Objectives

Impact Objectives

1. To send one news releases to The Atlanta Journal-Constitution and The Red & Black.

Output Objectives

1. To increase social media promotion by 20 percent by Dec. 1, 2015.

2. To increase traffic to Rally website and social media sites by 30 percent by Dec. 1,

2015.

3. To increase fundraising profits by 15 percent by Dec. 1, 2015.

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Action Plan

Increasing awareness and generating more buzz to Rally Foundation will take months of

promotion and working with different social media experts in order to increase online presence.

This plan is not just looking to increase the awareness of the company, but also to increase the

fundraising profits of Rally.

For this plan to succeed, it is important to gather as much information from engaged

Rally families and be able to use this information to better target the new UGA audience.

Different committees will be organized to help with different aspects of the plan such as a social

media committee and a special events committee. Rally will hire two UGA interns to be part of

these committees and offer feedback from a student’s perspective.

The first strategy is to plan a Rally Foundation football campaign. Rally will organize

football tailgates on campus in order to promote the brand. Rally will provide food at these

events, which will be held before UGA football games. There will be a 4 Quarters 4 Research

tailgate, where people pass around buckets to empty their spare change. Rally kids will speak

and interact with UGA students about their survival stories. Rally will create a football events tab

on Rally’s website in order for students to sign up for activities with Rally kids beforehand.

The social media committee will focus heavily on promoting these events through

Facebook, Instagram and Twitter. There will be advertising product giveaways through these

venues. Using these strategies to generate a successful plan, Rally Foundation will receive more

brand recognition around campus and will encourage more students to spread awareness, donate

and join the UGA Rally club.

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Tactics

A variety of tactics must be implemented to reach the target audience and achieve the stated

objectives.

1. Generate buzz and excitement to consistent donors.

Promote contests in social media where readers can have a chance to win half-off Rally

events they would like to attend.

Start a rewards program where each customer gets a special prize for the amount of

donations they continue to contribute. Rally kids will send out personalize thank you

cards.

2. Increase awareness of the Rally brand around the Atlanta area and UGA campus.

Advertise the Rally tailgate events through social media during the month of July and

August before the 2014 football season.

Make fliers and post them around campus and on social media sites advertising the brand

and all the tailgate events.

3. Increase fundraising profit.

Hold monthly UGA Rally meetings with guest speakers. Provide food and fun activities

at the meeting.

Become more interactive on social media sites to increase brand recognition.

Partner with similar organizations to expand Atlanta audience on social media sites.

4. Create brand loyalty with promotional materials.

Create interactive yet informational brochures to be placed in multiple locations around

the Atlanta and Athens community.

Include QR codes on brochures that connect straight to the Rally Facebook page.

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Create posters to be placed around the Atlanta and Athens community.

5. Initiate communication channels with Atlanta media outlets.

Establish a good relationship with each of Atlanta’s major media outlets, including The

Atlanta Journal-Constitution and The Red & Black.

Write press releases to be sent to media outlets to ensure that they publish a piece about

the tailgates.

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Evaluation

Impact Objectives

1. To send two news releases to The Atlanta Journal-Constitution and The Red & Black.

a. To measure this objective, records will be kept of when each news release is sent

to each media outlet.

Output Objectives

1. To increase social media promotion by 20 percent by Dec. 1, 2015.

Compare how many more events have been promoted through social media

before the campaign and after the campaign.

On the donation page, ask donors if they heard of the promotion through

Rally’s social media sites.

2. To increase traffic to Rally website and social media sites by 30 percent by Dec.1,

2015.

Measure the differences in likes and adds from the beginning of the campaign

to after the campaign.

Measure how many times visitors click on Rally’s social media pages and

main website from before the campaign to after.

3. To increase fundraising profits by 15 percent by Dec. 1, 2015.

Compare the research data collected of fundraising sales before the campaign

and after the campaign to see if they increased by at least 15 percent.

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This will be done by monitoring the amount of donations coming into the

organization. Also, measure how successful the rewards program is by

keeping track of how many donors have signed up for it.

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Budget

Research:

1. Secondary and primary research.……………………………………………………..……$0.00

TOTAL.……………………………….…..……………………………………...………..$0.00

Tactics:

1. Generate buzz and excitement

a. Prizes for social media contests.………….………………………………......…$550.00

b. Rewards program………………………………………...……………………$550.00

2. Increase awareness of the Rally brand

a. Updates and interaction………………………………………………………….…$0.00

b. Fliers for tailgates

b 2,000 at $.05 ea.…………………………………………………….........$100.00

c. Food for tailgates………………………………………………………………$700.00

d. Event page on Facebook.………….……………………………………………….$0.00

3. Increase fundraising profit

a. Updates on website and social media outlets………………………………………$0.00

b. Food for meetings……………………………...……………………….……….$250.00

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4. Promotional materials

a. Brochures

a. 2,000 at $0.13 ea..………………………………….…….……………...$260.00

b. Posters

b. 200 at $1.50 ea..……..….……………………………….……………...$300.00

5. Contact media outlets

a. Providing press releases…………………………………..………………………..$0.00

TOTAL.………………………………………………..……………………………...……$2,710

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Timeline

Research Element Date of Execution

1. Primary Research Survey will be sent to target audience via

email on Jan. 15, 2015.

Focus group date will be set by Jan. 20,

2015.

Invitation to attend focus group will be sent

via email by Jan. 25, 2015.

2. Secondary Research Researching other competitors will begin

immediately and continue throughout the

entirety of the campaign.

Focus group date will be set by Jan. 20,

2015.

Invitation to attend focus group will be sent

via email by Jan. 25, 2015.

Tactic Element Date of Execution

3. Generate buzz and excitement Updates about the rewards program will be

sent out starting Jan. 30, 2015.

Prize promotion will began Feb. 1, 2015.

4. Increase awareness of the Rally brand Online promotion should be updated as

necessary. Promotions will vary based on

season and class schedules.

Design fliers for tailgates by July 1, 2015.

Distribute fliers by July 30, 2015.

Hold tailgates throughout August 2015.

5. Increase fundraising profit Email invites for meetings every month.

Continue using social media outlets

throughout the campaign to build

relationships with donors.

6. Promotional materials Design brochures and posters by Jan. 15,

2015.

Have brochures and posters printed by Feb.

1, 2015.

Begin putting up posters and distributing

brochures around the Atlanta and Athens

area as soon as they are printed.

7. Contact media outlets Contact will begin immediately and

continue throughout the entire campaign.

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Press Release

FOR IMMEDIATE RELEASE

Becca Kanaverskis

Rally Foundation at UGA President

404-451-2421

bk4791@uga.edu

Rally Foundation at UGA hosts pancake dinner

ATHENS, Ga. – Rally Foundation at the University of Georgia is an organization that raises

money for childhood cancer research. The club will hold their annual pancake dinner at the

fraternity house, Theta Chi, on Friday Sep. 5, 2014 to start off childhood cancer awareness

month.

The pancake dinner starts at 7:00 p.m. and tickets are $5 for all you can eat pancakes. There will

be merchandise for sale and donations are appreciated. The entertainment is Sam Burchfield on

the guitar.

21-year-old Becca Kanaverskis founded UGA Rally three years ago and is continuing to gain

club members and plan local events. In the past the pancake dinners have been held at Sigma

Kappa and Sigma Pi’s houses on Milledge Avenue. Both years, Rally raised $500 for childhood

cancer research.

“UGA Rally raises money for a disease that destroys children’s lives and we need to stop the

harsh treatments by contributing the funds for research,” said vice president Max Green. For

more information about Rally Foundation at UGA, or to register online for pancake dinner

tickets, visit www.rallyuga.tumblr.com.

###

*Submitted to The Red & Black and The Atlanta Journal-Constitution

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Fact Sheet

Dec. 8, 2014

Company: Rally Foundation

Address: 5775 Glenridge Dr NE #370

Sandy Springs, GA 30328

Main Telephone: 404-847-1270

Who We Are: Rally, a 501(c)(3) nonprofit organization, empowers volunteers across the

country to raise awareness and funds for childhood cancer research to find better treatments with

fewer long-term side effects and, ultimately, cures. 501(c)(3) means Rally is a nonprofit that is

exempt from some federal income taxes.

Background: In its first eight years, Rally awarded more than 5.25 million in childhood cancer

research grants across the country. Rally received the Independent Charities Sal of Excellence

and GuideStar Valued Partner seal, and according to audited financials, 94 cents out of every

dollar raised supports Rally’s mission.

What's New: Rally Foundation held the 46 Faces of Rally campaign to encourage affected

families to create a page about their child on the Rally website. All proceeds raised in a child’s

honor will be contributed to a Rally research project specific to their diagnosis. Families affected

by childhood cancer use the campaign to spread the word about their child’s personal experience.

Target Client: Rally Foundation targets families affected by childhood cancer, whether it was

their child or someone they know. Rally is hoping to expand their audience selection by targeting

more UGA college students around campus.

Company CEO: Dean Crowe

dean@rallyfoundation.org

For More Info: Visit www.rallyfoundation.org

Media Contact: Becca Kanaverskis, PR Specialist

becca@rallyfoundation.org

404-451-2421

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Feature Pitch Letter

Dec. 8, 2014

Alec Shirkey, Editor

The Red & Black

540 Baxter St.

Athens, GA 30605

Dear Mr. Shirkey,

I want to offer you a story idea about a local 501(c)(3) nonprofit student organization that was

founded by Becca Kanaverskis, a UGA student, in efforts to raise money for childhood cancer

research. The club began in 2011 and is a branch from the organization Rally Foundation,

located in Atlanta. UGA Rally is an amazing club that I believe many of your readers will enjoy

learning about. A story following UGA Rally’s executive members managing the day-to-day

functions of a student organization allows the eyes of Athens to see the impact of supporting

local clubs.

The profile could focus on the effort it takes to recruit new members, while reaching out to the

community. Kanaverskis and all executive members are available for interviews or comments.

I can provide you with pictures relating to UGA Rally and any access you may need at events

sponsored by the club. A feature article about UGA Rally can provide your readers with

information about an opportunity for involvement in the Athens area. Additionally, UGA Rally

has been developed by and is run by individuals that clearly resemble your target audience.

Many of your readers are UGA students who enjoy being involved on campus, which is exactly

what UGA Rally provides. Nonetheless, I am sure that the story will resonate to the majority of

your readers. Overall, UGA Rally has been growing incredibly UGA Rally has been featured in

many Athens publications. The organization is currently in the process of planning percentage

nights, canning downtown and helping kids in the Athens area that are affected by childhood

cancer.

I believe that it would really benefit your audience in providing them with information about this

club. I can have a full feature article ready to submit to you by Oct. 20, 2015. I will follow up

with you within the next week to answer any questions or concerns you may have about the

feature story. Thank you for your time.

Sincerely,

Becca Kanaverskis, PR Specialist

Rally Foundation

5775 Glenridge Dr NE #370

Sandy Springs, GA 30328

404-451-2421

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Feature Release

CONTACT: Becca Kanaverskis, PR Specialist

Rally Foundation

404-451-2421

For Immediate Release

UGA Rally hosts pancake dinner

ATHENS, Ga. – Five-year-old Jake Russell was diagnosed with an extremely rare bone

cancer, Ewing’s Sarcoma, in 2012. Ewing's Sarcoma is only diagnosed around 200 times per

year in the United States. His tumor was localized in his left tibia before it was removed in

surgery. Russell’s surgery and chemo went well and he has been cancer free for a year now. His

constant fight and positive attitude showed that a five-year-old can be a role model.

Russell is just one of the thousands of children suffering from cancer. Every day 46 children are

diagnosed with cancer and seven children lose their life to the disease. Cancer is the leading

cause of death by disease in children and adolescents in the United States. Rally at the

University of Georgia is a nonprofit student-run club that raises money to find better treatments

with fewer long-term side effects and ultimately, a cure for childhood cancer.

Since Russell was only two when diagnosed, he currently suffers from long-term side effects. He

cannot use his left leg properly to walk and will suffer from growth problems in the future.

Children need different treatments than adults because their bodies are regularly growing and

changing. Childhood cancer research is severely underfunded each year and better treatments are

needed so kids can avoid the harsh side effects from treatments not designed for them.

-more-

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Rally pancake dinner

Page 2

UGA Rally began in 2011 and is a branch from the organization Rally Foundation, located in

Atlanta. 21-year-old Becca Kanaverskis founded UGA Rally and is continuing to gain club

members and plan local events. Furthermore, Rally chapters are continuing to spread to other

college campuses from the positive progress at UGA.

Kanaverskis is passionate about raising money towards childhood cancer research to help kids

like Russell. UGA Rally’s motive is to spread awareness and collect donations at fundraising

events. Therefore, the club needs your help to bring a crowd to UGA Rally’s second pancake

dinner at the fraternity house, Theta Chi, on Friday Sep. 5, 2014 to start off childhood cancer

awareness month.

So, you ask, what is in it for me?

Well, a night of eating unlimited pancakes and your money going towards a great cause will

leave you feeling good about yourself in multiple ways. You will have the opportunity to sponsor

a Rally kid with a story similar to Russell’s. The Rally kid you sponsor will keep in touch with

you via letters and a donation is expected monthly to help with the families’ hospital bills. Vice

president of UGA Rally, Max Green sponsored Russell at the pancake dinner last year and

helped save a life with the continuous donations and motivation to spread awareness about this

disease.

-more-

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Rally pancake dinner

Page 3

UGA Rally raised $500 for childhood cancer research at the pancake dinner last year. These

funds go towards treatments and research to ultimately provide a cure. Russell is thankful for

UGA Rally’s fundraising dinners because he is now a cancer survivor. The goal for the third

annual pancake dinner is $1000. Please come out to make a difference for children like Russell.

“Together we can bring the awareness, resources and research needed to help children and their

families.” said Dean Crowe, founder and CEO of Rally.

For more information about UGA Rally, or to register online for pancake dinner tickets, visit

www.rallyuga.tumblr.com.

###

*Submitted to The Red & Black and The Atlanta Journal-Constitution

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PSA

Contact: Becca Kanaverskis

Rally Foundation

5775 Glenridge Dr NE #370 Sandy Springs, GA 30328

404-451-2421

becca@rallyfoundation.org

Start Date: May 1, 2015

Kill Date: July 1, 2015

Rally Football Tailgate Opens in Fall 2015

PUBLIC SERVICE ANNOUNCEMENT

:30

UGA RALLY’S NONPROFIT STUDENT ORGANIZATION IS EXCITED TO

ANNOUNCE THE OPENING OF OUR FOOTBALL TAILGATE THIS FALL! THE

TAILGATE WILL DONATE ALL PROCEEDS TO THE RALLY FOUNDATION IN

ATLANTA. WITH THE CREATION OF THE UGA FOOTBALL TAILGATE, EVERYONE

CAN MAKE A DIFFERENCE FOR CHILDHOOD CANCER RESEARCH WHILE

INTERACTING WITH RALLY KIDS AND FAMILIES! VISIT W W W DOT UGA RALLY

DOT ORG FOR MORE INFORMATION.

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Speech

Rally thanks donors at UGA football tailgate

Transcript of Rally Foundation CEO Dean Crowe’s speech at the Rally fundraising tailgate in

Athens on Sep. 12, 2015 addressed to UGA students and Rally families

Good afternoon. I see quite a few familiar faces out there, but to those of you who do not know

me, my name is Dean Crowe, and I am the CEO of Rally Foundation, an organization that

empowers volunteers across the country to raise awareness and funds for childhood cancer

research. I am so honored to be here today to discuss how important your donations mean to

Rally and the families affected by this disease, but first I would like to give you all some

background on our nonprofit organization.

Rally’s goal is to find better treatments with fewer long-term side effects and ultimately, cures.

In its first eight years, Rally awarded more than 5.25 million in childhood cancer research grants

across the country. Rally received the Independent Charities Sal of Excellence and GuideStar

Valued Partner seal. Also, according to audited financials, 94 cents out of every dollar raised

support Rally’s mission. Rally currently funds research for brain tumors, solid tumors, blood

cancers and survivorship studies with 75 research projects in hospitals across the country.

25

Rally Foundation recognizes the importance of community involvement, therefore it is always

looking for ways to lend a hand to the families that have been affected by childhood cancer. One

part of our mission is to provide ways for grassroots supporters to get involved. Once our Rally

families are prayed for, have meals on the table and have their bills paid, we tell them to send us

the friends that keep asking, “What can do I do to help?” We have ways for them to help!

We want to increase awareness of our brand and fundraising profits around the Atlanta area and

University of Georgia campus. The more donors and members we gain in UGA Rally, the closer

we will be to finding a cure. We know that the Rally Foundation continues to evolve and impact

children suffering from cancer with the help of our executive team, community partners,

volunteers, donors and supporters.

Now, we need your help to donate and make a difference! There are so many opportunities for

involvement, and we post these opportunities on our website www.rallyfoundation.org and on

our Facebook page. If you do not have the money to donate at this time, we are always looking

for volunteers to help with our events we coordinate. For example, at the Brian McCann softball

game the volunteers help work the auction table, escort families to their seats and sell

merchandise. In the past volunteers have handed out water at our half marathon and made posters

for our fundraising football games.

Matt Poe, a loyal donor to the Rally Foundation once said, “It takes more heart and courage to

fight cancer than winning a football game or acing a Latin quiz. That is nothing compared to

what people go through when fighting cancer.”

26

Thank you all so much for taking the time to attend this tailgate today. We’re glad to see you all

here today and feel free to enjoy our food, beverages, and activities at the tailgate. It is especially

great that UGA students came out because the new club is growing faster than ever and we want

to celebrate their success! Hopefully this tailgate demonstrates what we have to offer to UGA

students.

I hope you all don’t forget that first comes awareness, then comes the funding for research and

last, a cure to end childhood cancer. Therefore, tell all of your friends and family about the Rally

Foundation and come out to our future events. You guys are the reason Rally Foundation is so

successful and we are so grateful for that. Last, we would like to thank the event planning

committee for helping us set up this event and making a huge statement in Athens.

27

References

Crowe, D. (2012) Interview by People Against Childhood Cancer. Retrieved from

http://curechildhoodcancer.ning.com/forum/topics/dean-crowe-rally-for-childhood-

cancer-research

Poe, Matt. (2012) Matt Poe Speech for the Rally Foundation. Retrieved from

https://www.youtube.com/watch?v=VMDeqw3xTqI

Rally Foundation (n.d.) Retrieved from http://rallyfoundation.org/

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Event Memo

Dec. 8, 2014

Dean Crowe, Editor

The Rally Foundation

5775 Glenridge Dr NE #370

Sandy Springs, GA 30328

Dear Mrs. Crowe,

In order to increase publicity about Rally Foundation’s brand and website I propose that Rally

Foundation holds a tailgate to be held on Sep. 12, 2015 before the homecoming game on the

University of Georgia’s Myers Quad. This fundraising tailgate will increase profits towards

childhood cancer research.

Logistics:

Rally Foundation will need to rent a tailgate space for one day, along with special event

insurance, a tent, a photographer, chairs, tables and activities supplies. Additionally, the

organization will need to purchase balloons, buckets, banners, food, drinks and giveaways. Each

attendee will receive a Rally goody bag, comprised of freebies and a Rally kid story.

The event planning committee will consists of the Rally Foundation corporate team, including

CEO Dean Crowe, Franchise Operations Director Christen McCormin, Social Media Manager

Brina Beech and National Advertising Manager Shonica Crocker. Also, the UGA Rally President

Becca Kanaverskis and her executive board will work alongside the event planning committee.

The team will meet frequently for the next few months leading up to the event. Each member of

the corporate team will have a specific responsibility in planning the event. These responsibilities

will be discussed at the first event planning committee meeting.

Promotion:

The event will be promoted via the company’s website, social media outlets such as Facebook,

Twitter, YouTube and Instagram. The social media manager will begin posting on all social

media outlets daily in order to increase publicity about the event. There will also be a link to

purchase tickets posted on all social media outlets and on the organization’s website. Individuals

will be able to purchase tickets and learn more about the event at UGA Rally club meetings. The

Rally kids will have their stories posted to YouTube up until the event to advertise where the

donated money will be going to. There will be a contest for one lucky individual to win tickets to

the tailgate along with a signed autograph football by Mark Richt. This contest will be released

via Rallys’ Facebook page.

Press releases will be sent to Athens newspapers, such as The Red & Black and Athens Banner

Herald. Banners will be developed and hung at the event. Posters will be made and posted in

Tate student center. Food catered from Barberitos will be offered at the tailgate along with soda.

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Calendar

May 10, 2015

• Meet with corporate team to brainstorm for event

o Decide and confirm date of event

o Decide and confirm location of tailgate

o Discuss tailgate design plans

o Discuss and finalize budget

o Design and purchase tickets; deliver tickets to Tate classrooms

o Develop “Order Ticket” page on www.rallyfoundaiton.org

o Place tailgate rental

o Call catering service, Barberitos

o Purchase event insurance

o Contact Rally kids and families

July 10, 2015

• Confirm table, tent and chair rental delivery date

• Confirm Rally kids and families attendance

• Confirm tailgate rental

• Finalize tailgate design plans

• Contact Dean about speech

• Confirm UGA Rally staff members will be there to help set up and tear down

• Create Facebook event and begin updating social media outlets

• Begin selling tickets at Tate and “Order Ticket” page live on www.rallyfoundation.org

• Determine what decorations and other items need to be purchased for venue design plan

• Purchase and pick up banners and buckets

• Purchase and confirm delivery date and time of balloons

• Contact athletic director for the signed football

• Send out emails and mail cards to donors and UGA students inviting them to the event

September 1, 2015

• Have general idea of how many people will be attending event based on ticket sales.

• Plan chair and table arrangement

• Confirm all deliveries of fundraising buckets, food and drinks

• Send email of set up and tear down times to event planning committee

• Finalize day of event itinerary

• Update social media accounts daily

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September 14, 2015

• Confirm speaker, Rally kids, balloon delivery, table delivery and chair delivery for the

last time before day of event

In close, I propose that UGA Rally hosts a football tailgate in order to spread the word about

childhood cancer research more specifically raise funds for childhood cancer research. The

overall goal is that all attendees will become inspired by the Rally kids’ stories, thus resulting in

donations to Rally Foundation.

I will await a response by Dec. 20, 2014 and upon approval will begin developing a budget for

consideration.

Sincerely,

Becca Kanaverskis, PR Specialist

Rally Foundation

5775 Glenridge Dr NE #370

Sandy Springs, GA 30328

404-451-2421

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Website Memo

Dec. 8, 2014

Dean Crowe, Editor

The Rally Foundation

5775 Glenridge Dr NE #370

Sandy Springs, GA 30328

Dear Mrs. Crowe,

There are a few critiques on Rally Foundation’s website that need to be fixed. While the website

is useful and provides the appropriate information for the target audience, there is still some

room for improvement. Therefore, on a scale of one to five, with one being poor and five being

excellent, Rally’s website was rated as a four overall.

Rally’s website offers easy navigation, as everything is organized and clearly labeled. An

essential element for a successful website is limiting each page to a single concept, and it is

evident that the website does this. Additionally, each page provides the context that readers need.

For this reason, Rally’s website was rated a five for ease of navigation.

Content on the website is complete and appropriate, as it offers the reader everything that he or

she may need when visiting the site. This includes contact information, donor information,

campaigns, details about the history of Rally Foundation and more. Because of this, Rally’s

website was rated a five for appropriateness and completeness of content.

It seems that the website struggles with ensuring that all information presented on it is kept

current. This includes general information about videos and pictures in the news. For example, it

currently has a video posted on the “In the News” tab that was from the event Rally Idol in 2012.

Rally Idol occurred the last two years and there should be content about the most previous dates

as well. Information that is not up-to-date can decrease the loyal donor base. It is strongly

recommend that the online team works towards continuously updating the website on a daily

basis. This will ensure that visitors to the site are presented the correct and most updated

information about the organization.

On the other hand, graphics and pictures on the site are remarkable. The lively and bright color

schemes of the graphics are exciting, which is very appealing to the viewer. Website graphics are

meant to entertain, excite and engage audiences, and the website undoubtedly does this. Pictures

of the Rally kids are lively and hopeful as well. The video on the home page is thoroughly

enjoyable to the audience. The video automatically plays quickly and shows viewers a more

personal side of the Rally kids. This is a very creative way to present Rally’s concept to visitors.

In current times, other organizations have truly stepped up the graphic design of their websites

and donors have come to expect a certain level of quality and effort. Nonetheless, the website is

doing what is necessary to ensure that Rally stays competitive in the fundraising world.

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All links on the website direct the viewer to the correct place. This is essential and ensures that

readers do not become discouraged and thus leave the website before finding the appropriate

information that they were looking for. Additionally, the website does not overuse hyperlinks

throughout text and makes sure that when hyperlinks are used, they are relevant and applicable.

Another element that a successful website must provide readers is feedback options, and Rally’s

website effectively provides this to the audience. With an easily accessible “Contact Us” section

at the bottom of the page, users are able to email or call about any feedback that they feel

necessary. It is great that the website offers an option for readers to specifically provide feedback

regarding the organization.

Readability on Rally’s website is outstanding. There is personality in the writing and copy,

making it easy for people to invest their time reading it. Copy is written in a manner that attracts

Rally’s target audience: families affected by childhood cancer and potential donors. All copy is

cohesive, revealing the same writing style and similar overall ideas. Thus, Rally’s website was

rated a five for overall readability.

In close, while there are some aspects about Rally’s website that can be improved upon, it is

definitely a very good base for the organization. These suggestions will ultimately provide all the

necessary elements for a successful website.

Sincerely,

Becca Kanaverskis, PR Specialist

Rally Foundation

5775 Glenridge Dr NE #370

Sandy Springs, GA 30328

404-451-2421