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Boone Hospital Foundation

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Executive Summary 3 Situation Analysis 7 S.W.O.T. 33 Primary Research 39 Target Audience 49 Strategy 53 Big Idea 57 Tactics 61 Budget 109 Appendix 113

Meet the Team 129

Glossary

BHF Plan Book V25.indd 1 12/10/14 5:29 PM

Executive Summary


Executive Summary

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Boone Hospital Foundation tasked us with improving communication efforts with their donors to increase the frequency and amount of donations as well as help establish a larger donor base. The Foundation’s mission falls in line with that of Boone Hospital Center, which is “to improve the health of the people and communities they serve.” The Foundation’s ability to carry out this mission is entirely dependent on the donors.

We determined that a majority of the Foundation’s donors are of the Baby Boomer generation, have received a higher education beyond high school and are affluent members of Boone County. Conducting further research into this demographic, we found that when donating to nonprofits, these donors prefer to support causes that they can relate to.

The campaign we’ve created utilizes an emotional tone that will be relatable to this target audience and will employ communication channels that are highly associated with them. We have labeled our target audience as HEARTs because they are Humanitarians who have achieved some degree of college Education. They are Affluent members of their community with a Realistic view of the world, and they prefer Traditional communication methods. Our campaign tailors to each aspect of this target audience and what they stand for.

Our goal is to show HEARTs the connection between them and Boone Hospital Foundation in three ways. The first tenet is to connect with members of Boone County, making the community aware of the Foundation and all the good it does for them. The second is to encourage community members to give, reminding the community that the Foundation is reliant on them to continue their good works. Finally, we show donors the impact of their donation has made on individuals and community.



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SituationAnalysis


Situation Analysis

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An Important DistinctionIn order to understand the relationship between Boone Hospital Foundation and Boone Hospital Center, it is important to outline the distinction between them. The Foundation is a nonprofit organization that fulfills needs, provides resources and raises awareness for Boone Hospital Center. In doing so, Boone Hospital is able to offer patients a more comfortable hospital experience and provide the community with additional health services.

Foundation Marketing ObjectiveThe Foundation seeks to expand its donor base by improving its brand recognition and awareness in Boone County and mid-Missouri. In doing so, Boone Hospital Foundation will be able to provide more consistent funding and service for Boone Hospital and to the surrounding community.

Donating to Boone Hospital FoundationWhere the Money Goes: The Foundation’s revenue model allows for donated dollars not spent in the current year to be rolled over to the next. One hundred percent of donations are directed to an area specified by the donor, such as palliative care or the oncology unit. Donors also can give to memorialize a loved one, in honor of a friend or to commemorate a special event. Donated funds can be directed to any unit of care the donor chooses at Boone Hospital. Dontions can be given via mail or electronic means through the Foundation’s web page.


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How Much is Donated Per Year:The Foundation’s donation numbers have steadily climbed over the last five years, with the exception of 2009. That year, due to the recession, the total donations were just over $250,000. During the last three years, however, donations have gone from about $450,000 in 2011 and 2012 to more than $630,000 in 2013.


Situation Analysis

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“Like-minded ” Organizations Part of our process included an examination of those organizations competing with Boone Hospital Foundation for donor dollars. We chose to research a number of nonprofit organizations and Foundations with a strong presence within Boone County and the surrounding community. Some of these organizations, like Children’s Miracle Network or United Way, are national or international in scope that have local extensions to work with specific communities. Others, like the University of Missouri Health System, do not necessarily rely on donations or fundraising campaigns, but still are competitors to the Foundation due to proximity and that they receive annual gifts worth noting.

Foundation Messaging The Boone Hospital website has a section dedicated solely to the Foundation. This section contains general information about the Foundation as well as information about how to donate and how donations are used.

In addition, Boone Hospital Center offers MyBooneHealth that promotes the Foundation via its logo, that can be found online at myboonehealth.com. The magazine contains special interest articles such as stories from patients, hospital developments, general health articles and a feature story about the Foundation. This outlet allows Boone Hospital Foundation to maintain communication with their donor base. The Foundation does not maintain any social media sites.

Boone Hospital has seven informational kiosks located throughout the hospital. These kiosks contain brochures about the Foundation and hospital, as well as copies of MyBooneHealth.


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Situation Analysis

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United Way WorldwideUnited Way Worldwide is a leadership and support organization with almost 1,800 community-based offices in 41 countries and territories. The organization’s mission is to help people achieve their potential by assisting them with healthy lifestyles, education and income stability. To achieve these goals, United Way strives to generate sustained impact in local communities by raising and investing billions of dollars into programs, such as the Campaign for the Common Good. United Way also have local branches, such as the Boone County chapter - The Heart of Missouri United Way.

Donation efforts:United Way of America is the nation’s largest charity and makes an effort to provide multiple ways in which to donate. The organization, on both nationwide and local levels, works with employers through workplace campaigns. An individual’s donations are split amongst United Way’s work in education, income and health, development and administrative costs, volunteer and call centers, work in other human services and reserve funds.

The Heart of Missouri United Way is a regional branch of the organization that uses corporate partnerships and local campaigns to raise money and awareness about its mission to better the community. When giving to this local chapter, individuals have the option to choose specific local programs receive their donation.

Brand engagement/awareness:United Way partners with organizations that have a viewpoint aligning with their mission. The National Football League has maintained a partnership with United Way of raising awareness for child obesity and creating healthier lifestyles for more than 40 years. United Way also has a program that emphasizes corporate philanthropic partnerships with the

community. There are around 120 corporations that are a part of this program, including Wells Fargo, UPS, AT&T and IBM.

Regional branches can create corporate partnerships as well.

Digital communication:United Way uses multiple social channels to push its agenda and engage with its consumer base, including Facebook, Twitter, Google+, YouTube, Tumblr, Instagram, Pinterest and LinkedIn. On the national website, visitors are encouraged to share how United Way has impacted them, and are provided with opportunities to donate, advocate and volunteer.

Locally, the Heart of Missouri United Way maintains Facebook, Twitter and YouTube. The Heart of Missouri United Way Twitter has more than 830 followers and uses the page to discuss its community campaigns.

The Facebook account is used to promote and create both corporate and organizational partnerships and has more than 3,000 likes. The YouTube account of The Heart of Missouri posts campaign and community-development training videos. There are nearly 9,500 views for its videos, but no channel subscribers.


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What we can learn:United Way has the distinct advantage of strong corporate funding at a national level, which raises awareness through event promotion. Additionally, the regional United Way chapters work to make an impact within the communities they serve by partnering with local businesses and organizations.


Situation Analysis

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American Cancer SocietyThe American Cancer Society (ACS) is a nationwide, community-based nonprofit organization dedicated to eliminating cancer through research, service, education, advocacy and international collaboration. ACS has regional and local offices within 11 geographic regions of the country to provide care and support for all communities. The nearest local office to Columbia is in Jefferson City.

Donation efforts:The ACS uses fundraisers and grants to improve cancer awareness and work toward finding a cure for the disease. Relay for Life is a well-known event held by ACS in which more than four million people in more than 20 countries participate annually. The success of this nationwide event is marked by more than $400 million being raised each year.

Brand engagement/awareness:At a national level, the ACS has corporate partnerships and supporters for its events. For example, the ACS Making Strides Against Breast Cancer event has partnerships with more than 16 companies, including: Kroger, Walmart, The Pampered Chef, Chevrolet and Foot Locker, Inc. Other examples of ACS awareness events include The Coaches vs. Cancer program with NCAA men’s college basketball and the DetermiNation program, which provides professional training, inspiration and community support to individuals wanting to compete in a half-marathon, marathon or triathlon.

Digital communicationThe ACS has a national Facebook page with more than 983,000 likes. The page regularly posts about events, volunteers, survivors and information about cancer. ACS has a Twitter page with 519,000 followers, a Google+ account with more than 9,670 followers, and a YouTube account with more than 8,275 subscribers.

There are no social media pages for the local ACS offices


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What we can learn:The ACS is another organization that does well with pushing major health issues to the forefront of audiences’ minds. The event promotion and execution both serve to continuously engage individuals in a multitude of communities. ACS also maintains a high number of digital interactions, which is important in maintaining a dialogue.


Situation Analysis

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Children’s Miracle NetworkChildren’s Miracle Network is an international nonprofit organization that works to raise money for children’s hospitals, awareness for children’s health issues and medical research. Additionally, this group raises funds to provide comfort, treatment and hope for children suffering from sickness and conditions of all kinds.

Locally, Children’s Miracle Network works with the University of Missouri Children’s Hospital, a division of the University of Missouri Health System.

Donation efforts:Children’s Miracle Network utilizes national corporate sponsorships (like Coca-Cola and Microsoft) and fundraisers to raise money and awareness for children’s hospitals around the world. Within mid-Missouri, Children’s Miracle Network is supported by businesses like Walmart, Sam’s Club and Dairy Queen while partnering with community groups to support its cause. The 2014 Radiothon, an annual local fundraiser that was featured on radio stations in mid-Missouri, raised $226,039 in two days. In addition, Children’s Miracle Network sponsored the Mizzou Dance Marathon, an on-campus philanthropy organization, which raised $176,290.55 in 2014.

Brand engagement/awareness:Thanks to national press and corporate partners like Walmart, Sam’s Club, Coca-Cola Company and Microsoft, MU Children’s Hospital receives support in the form of donations and volunteer work. Individuals who visit the MU Children’s Hospital page on the Children’s Miracle Network website are encouraged to share their stories and experiences with the hospital, which boosts engagement and awareness

Digital communication:Children’s Miracle Network has more than 287,000 likes on Facebook while University of Missouri Children’s Hospital has almost 7,000 likes on its own Facebook page.

The Children’s Hospital account regularly posts articles written by Columbia Daily Tribune reporters, fundraising efforts and images of children who receive care from Children’s Miracle Network.


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What we can learn:Children’s Miracle Network has as a strong presence in the social media world, which allows for individuals to share their stories and interact with the organization. In addition, Children’s Miracle Network inspires student groups and local companies to raise money and awareness in successful annual fundraisers.

More than 287,000 likes


Situation Analysis

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University of Missouri Health SystemUniversity of Missouri Health System is a system of hospitals and care centers funded by the University of Missouri. University Hospital, located in Columbia, features a Level 1 trauma center, helicopter service and burn intensive care unit, all unique services in mid-Missouri. Corporations and individuals are encouraged to donate to support medical research and hospital services, however, private donations more specifically go toward patient care, new facility construction and to “secure a financial oundation for the future.”

Donation efforts:Those interested in donating to University of Missouri Health System can visit the university’s giving website. On the site, they navigate through school, college or unit options to find the desired recipient of their donations. The university honors private donors based on the amount and program to which they give. Donors have ultimate authority in deciding where their funding goes. However, if a particular college, school or unit is not specified, donors can give to the Chancellor’s Fund for Excellence, which allocates funds to areas deemed in greatest of need.

Brand engagement/awareness:University of Missouri Health System benefits from operating within the University of Missouri educational system. This gives University Hospital the unique advantage of Mizzou Tiger branding, which can be found on ambulances and the helicopter.

Digital communication:University Hospital has more than 4,200 likes on Facebook while MU Health Care (which University Hospital is connected to) has more than 2,300 followers on Twitter. The two accounts regularly post health articles, honors and awards presented to the hospital and job postings within the healthcare system. With this in mind, donors are encouraged to visit the MU Giving website, which posts articles about donating, donor profiles and ways to give to the various programs that the University of Missouri supports.


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What we can learn:The University of Missouri Health System has strong branding, which leads to increased awareness of the facility within the community.

More than 2,300 follow-

More than 4,200 likes


Situation Analysis

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The Food Bank for Central and Northeast MissouriThe Food Bank for Central and Northeast Missouri is a food collection and distribution facility providing food and other products for families in need. It is one of 14 food banks nationwide that does not charge agencies for the food it provides. The food is sent to shelters, rehabilitation centers, emergency food pantries, soup kitchens and programs for low-income children and senior citizens.

Donation efforts:The Food Bank aids approximately 110,000 people on a monthly basis and has distributed more than 28 million pounds of food. In 2012, the organization had a volunteer force of 38,000 who worked over 90,000 hours of service for The Food Bank. That same year, The Food Bank provided for 130 hunger relief agencies and 134 schools in the area. The organization’s Buddy Pack program in 2012 helped about 6,500 children and can provide 12.5 meals for $1. For five years running, The Food Bank has received more than a half-million pounds of food.

Brand engagement/awareness:The Food Bank develops partnerships with growers, manufacturers, processors, retailers, wholesalers and restaurants to encourage donation. The organization is supported through individual donations, foundations and community partners. The Food Bank currently has partnerships with the local branches of General Mills, Kraft and Walmart, as well as Socket. Several events are held by the organization throughout the year to raise community awareness, recruit volunteers and increase donations. Additionally, The Food Bank has four hunger-fighting programs funded by donations.

Digital communication:The Food Bank has its own Facebook page with more than 3,820 likes. The page regularly posts information about upcoming events and donation needs. The organization also has its own Twitter page it uses to interact with its 1,390+ followers. The Food Bank created its own YouTube account in 2010 and has had more than 5,500 video views.


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What we can learn:The partnerships and digital presence The Food Bank maintains are both directly correlated to the amount of impact the nonprofit makes within the community.


Situation Analysis

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Consumer Analysis The consumers of the Foundation’s services include a cross-section of individuals from throughout mid-Missouri. It is important to have an in-depth understanding of the differences and similarities of these groups to create effective campaign strategies. For this reason, it was decided to look at the Foundation’s consumer base from a generational standpoint. Numerous secondary sources about Millennials, Generation X, Baby Boomers and Mature Seniors were analyzed to create an accurate representation of the Foundation’s audience.


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Millennials

• The millennial generation is comprised of 23-to-34-year-olds.

• As of 2013, their average household income is $40,700 (How Do Pay Trends Differ for Each Generation, 2013).

• Fifty-six percent of this population donates to charity (Bhaga, Vinay, Loeb, & Rovner, 2010).

• Millennials donate a total average of $341 to about 3.6 charities each year (Bhagat et al., 2010).

• Research found this consumer base donates an average of $161 to their top charity (Bhagat et al., 2010).

• This audience is motivated to make the world a better place (Baranyi, 2011).

• This generation prefers to donate through multiple channels (Baranyi, 2011).

• Online and “checkout lane” giving accounted for the most preferred method.

• Donations through texting are increasing in popularity

• Only one percent prefers direct mail to other methods.

• For every two millennials that donate money, one prefers to donate time (Baranyi, 2011).

• There is no clear type of organization to which millennials prefer to donate (Baranyi, 2011).

Generation X

• Generation X is comprised of 31-to-49-year-olds born between 1965 and 1980.

• As of 2013, their average household income is $55,100 (How Do Pay Trends Differ for Each Generation, 2013).

• Fifty-eight percent of this population donates to charity (Bhagat et al., 2010).

• This generation donates a total average of $796 to about 4.2 organizations each year (Bhagat et al., 2010).

• Research found this consumer donates an average of $272 to their top charity (Bhagat et al., 2010).

• This group is motivated to give (The Center for Philanthropy at Indiana University, 2008):

• Toward the general needs of the poor = 39.6 percent

• To make the community a better place = 39.4 percent

• To make the world better = 37.3 percent• To give poor what they need to help themselves

= 34.3 percent• Because they feel responsibility to help those

with less = 27.8 percent• The primary donation method by Generation X is

through mail or online, but research shows mobile networks and texting as emerging channels (Bhagat et al., 2010).

• There is no clear type of organization to which this group prefers to donate but 21.7 percent donate to health-related organizations (Preston, 2010).

• Generation X is curious and actively seeking information about health care services (Alexander, 2014).


Situation Analysis

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Baby Boomers • • The Baby Boomer generation is comprised of 50-to-

68-year-olds born between 1946 and 1964.• As of 2013, average household income was $56,400

(How Do Pay Trends Differ for Each Generation, 2013). • Sixty-seven percent of this population donates to

charity (Bhagat et al., 2010).• This generation makes up 34 percent of the national

charity donation base (Rovner, 2013).• This consumer donates a total average of $901 to

about 5.2 organizations each year (Bhagat et al., 2010).

• Research found Baby Boomers donate an average of $211 to their top charity (Bhagat et al., 2010).

• Members of this generation are motivated to give to organizations with which they established connections with while in their early adulthood (Learning Who Gives: How Generations X, Y, Baby Boomers, and Matures Donate, 2014).

• Baby Boomers are most likely to support the following types of organizations (Jacobs, 2013):

• Environmental organizations• Veterans’ causes• Health organizations• Social service organizations• Houses of worship

• This consumer prefers to donate directly to a charity over buying products where proceeds go to the charity. Their preferred donation method is direct mail (Learning Who Gives: How Generations X, Y, Baby Boomers, and Matures Donate, 2014).

Mature Seniors

• The Mature Senior generation is 69 years old or older and was born 1945 or earlier.

• Seventy-nine percent of this population donates to charity (Bhagat et al., 2010).

• This consumer donates an average of $1,066 to about 6.3 organizations each year (Bhagat et al., 2010).

• Research found Mature Seniors donate an average of $280 to their top charity (Bhagat et al., 2010).

• This generation is motivated to donate for the basic needs of the poor and the betterment of the community (Generational Differences in Charitable Giving and in Motivations for Giving, 2008).

• The Mature Seniors are likely to support the following type of organizations (Rovner, 2013):

• Veterans’ causes• Houses of worship• Social services organizations

• People over 60 years old are twice as likely to donate compared to those under 30-years-old (Sedghi, 2012).

• This consumer strongly prefers to donate through the mail or by phone. They have low online and social media presence (Rovner, 2013).


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Trends Based on the secondary research, we found six key trends that helped direct our campaign.

Active People Living Healthy Lives

In the last few years, Americans have adopted a healthier attitude toward exercise, soda consumtion and cigarette use. More specifically, exercise and gym membership have increased over the past few years, water consumption is up, soda consumption down and cigarette use is at an all-time low. This general increase in healthy habits also contributes to a more health-conscious media diet, where news sources like Huffington Post and The New York Times have entire sections dedicated to health and health news.

Why it’s Relevant:Boone Hospital Foundation’s mission is to improve the health of the community it serves.

Key Takeaway:Healthy lifestyles are popular in our culture and Boone Hospital Foundation helps to support this trend.


Situation Analysis

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Checkout Charity

Checkout Charity is a donation trend that has recently gained momentum. It involves a nonprofit or foundation teaming up with a grocery store or other retailer to help finance fundraising campaigns. Customers are asked if they’d like to support the cause and, if they say yes, an extra dollar (or preferred amount) is added to the final amount of their purchase. According to research, the reason behind the success of Checkout Charity is that customers are already more inclined to donate “when their wallets are open” (Thurston, 2013). However, some customers can feel pressured, harassed or obligated into donating when they see others doing so, which is an aspect to consider when using this approach.

Why it’s Relevant:Checkout Charity is a relatively easy and innovative method of donation that raises awareness for a cause or foundation outside the home and within the community.

Key Takeaway:If Boone Hospital Foundation were to adopt a checkout charity strategy, it may not dramatically boost donation dollars or expand the long term donor base, but it could be used to increase awareness and funding levels for a specific campaign or initiative.


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Awareness Leads to Generosity

From 2001 to 2011, the number of nonprofits increased nationwide by 25 percent, from 1,259,764 to 1,574,674. In addition, competition for donor dollars has increased. With this in mind, studies have suggested that awareness of an organization leads to higher generosity from the donor base. Quite simply, people support organizations with which they’re familiar. The same study also found that nonprofits with higher empathetic dispositions are more likely to be supported by donors.

Why it’s Relevant:One of Boone Hospital Foundation’s biggest weaknesses is its low awareness within Boone County.

Key Takeaway:Building awareness within the community leads to top-of-mind awareness, which translates into donations. In order to succeed, Boone Hospital Foundation must increase awareness.

Boone County Donates More

The average annual household donation amount can be split into three different levels: national, state and local. According to The Chronicle of Philanthropy, the 2014 national household average for donations was $2,974. Missouri was higher than the national average at $3,275, and Boone County was still higher at $3,818.

Why it’s Relevant:Boone Hospital Foundation is located in Boone County and serves its community proudly.

Key Takeaway: The Foundation is located in a generous region of the country. Due to this, the community is more open-minded to donating toward charitable causes.


Situation Analysis

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Asking Still Works

Recent studies have shown that, while people may be inclined to donate out of personal initiative or motivation, most donations are still made in response to some form of solicitation. In addition, research has shown that donors feel that peer-to-peer fundraising events were the most appropriate form of solicitation, followed by mail and email from the charitable organization.

Why it’s Relevant:In a time of innovative donation methods and techniques, it’s important to understand that the simplest form of solicitation, asking, still works.

Key Takeaway:A consumer cannot donate to a cause or organization without first knowing of its existence. The key to Boone Hospital Foundation’s future success lies in building awareness and by incorporating new asking techniques to generate donations.


Situation Analysis

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Money is Easiest to Donate

Nonprofits and foundations sometimes need individuals to donate both time and money to their causes. A study from 2007 found that donors preferred to give money to time when supporting a cause that they cared about.

Why it’s Relevant:Donors are asked to donate money, not time, to Boone Hospital Foundation.

Key Takeaway: Money is easier to donate than time. This is advantageous for Boone Hospital Foundation because individuals aren’t asked to donate their time, which will appeal to professionals with busy schedules.


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S.W.O.T


S.W.O.T

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S• Variety of

services

• Strong reputation for Boone Hospital

• Donors decide where money goes

Strengths

Boone Hospital Foundation offers a variety of services that help improve a patient’s stay, including sleep sacks for infants (to prevent SIDS), a palliative care unit and a healing garden for private meditation.

They raise awareness within the community by providing free health screenings and checkups using the Know Your Numbers vehicle.

Direct connection to Boone Hospital Center, a nationally recognized healthcare facility tied as the fourth best hospital in Missouri.

Donors have ultimate control over where their money goes.


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W• No social media

presence

• Small staff

• Weak distinction between Hospital and Foundation

• Don’t communicate strength effectively

Weaknesses

The Foundation does not effectively communicate its strengths. This includes the website, which fails to highlight all of the items and services it provides for its patients and members of the community.

Boone Hospital Foundation has no social media presence. Twitter and Facebook are examples of the free marketing and awareness platforms that allow companies to communicate directly with donors.

Boone Hospital Foundation is only operated by two people.

Weak distinction between Boone Hospital Foundation and Boone Hospital Center.


S.W.O.T

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Opportunities

People are passionate about getting involved with the causes they support, as 1 in 5 either attend a fundraising event or host one themselves.

Foundation giving, which totaled $35.74 billion in 2013, is on the rise. Since 2009, it has increased 15.5 percent.

People prefer to give money in installments, either monthly or annually.

Within Boone County, households annually give almost $600 more on average to charity than the state average and almost $900 more than the national average.

O• People want to

get involved

• Boone County has higher median donations than state

• Nonprofit giving on the rise

• People prefer to donate money over time


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Threats Boone Hospital Foundation is based in a community already full of well-known and well-funded nonprofits and philanthropies, like Children’s Miracle Network or The Food Bank for Central and Northeast Missouri.

Increased competition for donor dollars thanks to a 5.3 percent rise in foundations nationally since 2011.

Individuals are more likely to donate to organizations they’re familiar with. If Boone Hospital Foundation is not able to increase awareness or establish itself within the community, it may never see the growth that it desires.

T• Increased

competition for donor dollars

• High organazation awareness results in more charitable donations


Primary Research


Primary Research

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With our primary research, the aim was to identify exactly what people within the community knew about the Foundation and the services that it provides. We wanted to know the average age of donors, the amount they gave to the Foundation and how often they gave. In doing so, we looked to identify whom Boone Hospital Foundation had targeted in the past, and if a change was needed to boost awareness and the amount of donations. We found crucial insights by engaging donors with a survey and conducting interviews with Boone Hospital Center employees and former patients.


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Boone Hospital FoundationQualitative interviews

MethodologyIn order to learn how Boone Hospital Foundation functions in the hospital and the impact it has around the various sectors, we interviewed six nurses from Boone Hospital Center and one former patient turned donor. The interviews were conducted in person or by phone. All interviews started with the same base set of questions in order to promote some uniformity between all groups of interviewees, with different questions being added depending on the type of interview subject (i.e. a nurse, a patient, or a donor). We recorded and transcribed each interview.

FindingsInterviewees were asked about the Foundation’s role in the community, the impact the Foundation has had on their families and loved ones, and its impact on patient care. Many of our interview subjects also commented on how the Foundation impacts their lives as caretakers, through education of both doctors and nurses in the hospital.

“Nurses are required to have a certain number of education credits every five years to continue to practice medicine. The Foundation will provide funding so that some of this education will come for free. Over the years they’ve sponsored cardiac courses, surgical courses and things like that,” said a Boone nurse.

The Foundation also helps to pay for essential medical equipment for the hospital. However, several of our subjects claimed that there might be low awareness for these contributions.

One of our Boone staff interviewees said, “I think that we could do a better job as far as educating staff members on what’s new with the Foundation, what’s going on with the Foundation and different things like that.”

On getting the hospital staff more involved with the Foundation, it seems as though there is room for improvement. Hospital staff are not certain on how to receive help from the Foundation.

One area where the Foundation was highly regarded was its annual formal gala event where medical staff get to socialize and learn more about the happenings of the Foundation. All of our interviewees had attended that event and enjoyed it. Additional activities like this could to increase donation rates by the hospital staff.

Key TakeawayOverall, the interview process led us to believe that Boone Hospital Foundation has a very positive perception in both the patient and caretaker community at Boone Hospital Center. However, the Foundation needs to improve its efforts in reaching out to the hospital community to inform them of all the Foundation’s different services


Primary Research

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Quantitative surveyMethodologyWe sent a survey by direct mail to approximately 1,300 Foundation donors and 122 of those surveyed filled it out and mailed it back. The survey consisted of 27 questions, most of which were close-ended.

FindingsWe asked the respondents to provide demographic information about themselves such as age, ethnicity, education and household income so we could categorize our respondents accordingly. Ninety percent of respondents were aged 51+ and 64 percent fell into the “above $75,000” annual income category. Many of our respondents had a personal connection with Boone Hospital Center, such as having received care there, having a loved one receive care there or having had a “Boone Baby.”

We also asked information about their satisfaction with the Foundation, preferred channels of communication and reasons for giving.

The data showed that 81 percent of respondents were either “Satisfied” or “Very Satisfied” with the Foundation’s use of donated funds. Eighty-eight percent of respondents were satisfied with the Foundation’s communication efforts of how the

donated funds are used and 84 percent were satisfied with their ability to designate how their donations are used. We also found that a majority of donors (71 percent) preferred to receive information from the Foundation via direct mail, while a newsletter is the second most preferred (31 percent). The majority of donors (78 percent) prefer to donate with a check.

The one area that showed a weakness of the Foundation came with repeat donations. In response to inquiries into this topic, 39 percent of respondents said they donate on an annual basis while 42 percent said they donate “rarely.” Although the majority of our respondents were happy with communication efforts from the Foundation, we believe more could be done to draw donors and potential donors to donate on a more regular basis.


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Connection to BooneI either know someone who has been treated at Boone Hospital Center or have been treated there myself. I received great care and was impressed by the staff and services. I am proud that this facility is in my community and want to give my financial support.

Enthusiastic EmployeeI love Boone. I work for Boone Hospital Center and want to become more involved. The standard for employee care and technology improvements held by this facility is impressive. I work for an institution that I would feel proud to give financial support.

Insights

Insights are used to help establish the characteristics of a consumer base. These characteristics allow further understanding into a potential target audience. Four consumer insights were determined based on the analysis of both secondary and primary research.

Do-GooderI enjoy making an impact in my community by volunteering my time or giving financially. I care most about supporting others and making my community a better place.

Older InfluencerI hold a position of power due to my job, wealth or education level. I look for opportunities to use my resources to positively impact my community.


Primary Research

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Reasons for Giving


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Age of Donors


Primary Research

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Average Annual Income


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Level of Education


TargetAudience


Target Audience

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Humanitarian

Educated

Affluent

Realistic

Traditional


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Our target market was selected based on two insights. The first is that donors are do-gooders in their community. These are people who love to donate time and finances to nonprofit organizations that they connect on an emotional level with. The second insight is that the vast majority of nonprofit donors are older influencers. These are people who are well-educated, affluent and influential members of their community. Also, they tend to donate to organizations that they have a personal connection with.

These two insights combined give us our target audience for Boone Hospital Foundation - HEARTs.

HEARTs are residents of Boone County that are between the ages of 51 and 67. They are:Humanitarians - Active in serving their communityEducated – Received a bachelor degree or higherAffluent – Make $75,000 or more a yearRealistic – Give to trustworthy nonprofits Traditional – Prefer standard communication methods

If you were to ask a HEART about their donation habits, this is what they would say:

“I have become an influential member in my community, and I am beginning to look for more ways to get involved. I am proud of where I live and continue to invest in making my town the best it can be, which is why I usually donate towards improving places of worship, local social services and health charities. I have made a prosperous living and now feel it is my responsibility to return some of my good fortune. I tend to give once or twice a year to nonprofits and usually give a generous amount. It is out of my own desire that I give and not to receive anything in return. I don’t understand receiving products in return for a donation, but I do like to attend charity events and don’t mind going online to donate.”


Strategy


Strategy

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Our strategy will work to raise awareness and build a connection among HEARTs for three main reasons:

• It takes into consideration that HEARTs must trust a nonprofit before giving to it.• It appeals to the HEARTs percieved obligation to give back and impact the commuity.• It foucuses on building a deeper connection between the community and the Boone Hospital

Foundation.

To raise awareness and to build a connection with HEARTs by reinforcing the message that Boone Hospital Foundation is a trustworthy nonprofit that gives HEARTs the chance to make an impact on their community.

Our selected target profile, HEARTs, are a group of do-gooders who have the resources to give to causes that they care about. They are in search of an organization that they can trust, and Boone Hospital Foundation is that organization.


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Connect:HEARTs are educated, rational thinkers who need a good reason to donate to a nonprofit. Their humanitarian nature drives them to support nonprofit organizations, but they need a nudge to donate. Thus, Boone Hospital Foundation needs to connect with the HEART market through informative communication, including what the Foundation does for the community and how their donations can affect the level of Boone Hospital services.

Give:After being informed of all the ways Boone Hospital Foundation helps contribute to the wellbeing of Boone County, HEARTs make an informed decision to give to the Foundation. The Foundation needs to provide them with plenty of opportunities to donate.

Impact: Once a relationship with a HEART has begun, the Foundation needs to continue to communicate the importance of giving. This communication will impact them on an emotional level to show that Boone Hospital Foundation is an important part of the community in Boone County. This emotional connection between the Foundation and the donor will help build donor retention.

We will do this in three ways by connecting HEARTs with the Foundation, by providing them with plenty of opportunities to give and by showing them the impact of their donation.


Big Idea


Big Idea

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Building A Vital Connection


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Our big idea of “Building A Vital Connection” demonstrates the importance of both Boone Hospital Foundation and the community in building a strong healthcare system. It shows that the Foundation is looking for a strong community of partners who understand the importance of their donations and the impact they have on the hospital.

The “heartline” is a visual representation of the vital connection between the community and Boone Hospital Foundation. This is demonstrated through the skyline that doubles as a vital sign within the heart.

Building A Vital Connection Tagline

Heartline


Tactics


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FacebookThe Facebook page will allow for communication between Boone Hospital Foundation and donors. Posts to the page will incorporate an emotional and informative tone that is important to the campaign. The page will also serve as a platform to help increase Boone Hospital Foundation awareness. Content can include photos and posts about Foundation events, short video interviews and donor or patient stories.

Rationale: The page will enhance connectivity between the target and the Foundation. Our secondary research found that from January 2011 to January 2014, there was an 80 percent surge in users aged 55 and above. We found that 70 percent of Baby Boomers have a Facebook account with 40 percent being classified as “active users,” which means they check their accounts daily.


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Website The Boone Hospital Foundation website will be updated to provide a clear message to the target audience with an apparent call-to-action to donate. With a website audit the Foundation can identify areas of improvement for the website and receive suggestions on how to do so. The website redesign will help the Foundation incorporate a clear tie to “Building a Vital Connection” and create a more independent website with less encroachment from Boone Hospital Center.

Rationale: Baby Boomers spend an average of 19.6 hours a week online with 83 percent using the Internet to learn more about topics of interest. Creating a straightforward and streamlined website that revolves around garnering donations will improve the user’s experience.


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Website audit

The above categories (excluding hyperlinks) are measured on a subjective 1-5 scale, with five being excellent and one being poor.

Page%Title: Page%ID:% URL: Average:

Foundation 0.00 http://www.boone.org/foundation 3.4/5

Our%Story 1 http://www.boone.org/foundation/story 3.2/5

Grateful%Patient 1.1 http://www.boone.org/grateful 4.1/5

Ways%to%Give 1.2 http://www.boone.org/giving 3.3/5

What%a%Donation%Can%Do

1.3 http://www.boone.org/donation 2.8/5

One%Reason 1.4 http://www.boone.org/foundation/onereason 2.7/5

Donations 1.5 http://www.boone.org/foundation/donations 4.1/5


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This is an overall assessment of each piece of content, including: paragraph length, sentences, subheads, text links, poor graphics, etc.

This is the strength of the call to action on the specific page.

This is the message that the page sends.

This is a simple way of measuring the aesthetic pleasure of a specific page and the order of the content on the page.

This is a measure of how many errors are found on the page.

This is a numerical measure of how many hyperlinks are found on each page.


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Helpful Insight for the Redesign:

The use of the Oxford comma needs to be consistent throughout the website. On the “What a Donation Can Do” page, there needs to be a colon after “The Foundation uses contributions to provide”.

The “Make a Donation” and “Share your Story” tabs on the top of the Foundation homepage link to the “Donations” page and “Grateful Patient” page. The Foundation needs to ensure that website space is maximized and having two separate links to reach the same place can cause confusion. This change has the potential to improve the efficiency of the website space.


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Redesigned Homepage


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Additionally, the “I need information about” tab with a drop down box does not reflect the Foundation. Those drop down items are hospital property. The Foundation needs to maximize available space, and that box should be removed in order to ensure that everything below the top “Boone Hospital Center” box is about the Foundation.

The mission statement given on the Foundation page does not match up with the mission statement given on the “Our Story” page. As online donations grow, it would be prudent to add an online donation box on the Foundation page.


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Current Website Layout

Currently, users have to click on either the “Donations” tab or “Make a Donation”, and follow that page down until they click on the hyperlink “make a donation online.” If you click the “Make a Donation” tab, it should take you directly to the online donation site.


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Modification


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On the Foundation page, the sentence “The foundation accomplishes this by raising money to encourage better care, make patients more comfortable and bring health outreach to the mid-Missouri community,” needs to be reworked to something like

“The Foundation accomplishes this by raising money to encourage better care, making patients more comfortable and bringing health outreach to the mid-Missouri community.”

The Foundation page accomplishes the goal of welcoming website visitors to the Foundation, but the text needs work, the Boone Hospital Center has too strong of a presence on the page, the calls to action need to be condensed and made clear and the look needs to be refined and cleaned up. A simple example of an area where the text could be reworked is

“In recent years, the Boone Hospital Foundation has helped purchase a Know Your Numbers…” The “has” can be deleted to make it stronger.

On the “Our Story” page, an example of an area where text could be reworked is changing “Our role is to seek new financial resources and philanthropic leaders to support our efforts to improve the health and wellness of future generations”


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to “Our role is to seek new financial resources and philanthropic leaders to support improvements for the health and wellness of future generations.”

For the “The Foundation uses contributions to provide” section, website visitors either need to have the full list of uses available or there needs to be a disclaimer stating that this list does not include all areas of need.


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As mentioned previously, a reoccurring area of improvement occurs in the use of website space. On the following pages, Our Story, Grateful Patient, Ways to Give, What a Donation Can Do, One Reason, and Donations pages, the blue bar at the top of the screen serves no purpose other than a plug for the hospital. This is an area that the Foundation can and should use to self-promote.

Potential ideas include: sliding bar with changing pictures, the Foundation heart logo presented in our campaign, or a constant, recurring call to action for donations. The most important thing is that the Foundation utilizes its available website space to promote itself.

Additionally, the “Our Story” page could be used to talk more about the history of the Foundation (i.e. a true “our story” page). The “Grateful Patient” page does a nice job presenting reasons for submitting a grateful patient story. The page could include a donation call to action, however, and the page is text intensive.

MAKE A DONATION


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The “Ways to Give” page uses an excellent picture.

The “Ways to Give” page offers suggestions for ways that prospective donors can donate but does not provide a single link on the page for users to donate. The text is concise and does a good job explaining the overall message but fails to address the purpose (receiving donations).


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The text on the “What a Donation Can Do” page is concise, but donors need to have a full list of ways their donation can help the Foundation. This page needs more information about the specifics of what a donation can do, and needs to include text that makes it clear that donations can go to “Most Need” if a prospective donor does not have a specific area in mind. Additionally, while the grateful patient stories on MyBooneHealth.com are useful, the hyperlink would fit better on the “Grateful Patient” page.


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The “One Reason” page serves nearly the same purpose as the “Grateful Patient” page, but does not include a hyperlink to a different page. The picture does an excellent job conveying the sense of gratitude the patient feels, but the text could be shortened considerably. This page belongs on the “Grateful Patient” page (i.e. submit a story) or should be included in the MyBooneHealth.com hyperlink. The “One Reason” page could be entirely reworked to present a clean, short group of four to six patient stories that would allow prospective donors to see the faces of multiple happy donors and read short, concise stories.

Submit a Story


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The “Donations” page serves the most important role on the website. When reorganizing and updating the website, the Foundation needs to always remember the purpose. Donations need to be the focus of the website and the donations page, while factually serving this purpose, has opportunities for improvement. The “Ways to give” section on the page exists as an entirely separate link (The “Ways to Give” page). Online donations need to be the focus of the website (research shows the online donations are growing and if a prospective donor has reached the website, he/she is capable of donating online). Online donations should be moved to the top of the page, underneath the picture. That being said, the list of 2013 donors is an excellent idea and should be emphasized.


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Average: This is the average of all of the categories for the specific page.

Usability: This is an overall assessment of each piece of content, including: paragraph length, sentences, subheads, text links, typos, poor graphics, etc.

Actionability: This is the strength of the call to action on the specific page.

Message: This is the message that the page sends.

Hierarchy: This is a simple way of measuring the aesthetic pleasure of a specific page and the order of the content on the page.

Typos: This is a measure of how many errors are found on the page.

Hyperlinks in text: This is a numerical measure of how many hyperlinks are found on each page. The above categories (excluding hyperlinks) are measured on a subjective 1-5 scale, with five being excellent and one being poor.


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Newsletter The Foundation will send out quarterly newsletters. The newsletters will be one page and formatted to look like the front page of a newspaper. The content of the newsletter will include a calendar with upcoming events, a recap of events and developments at the Foundation, and the URLs of the Foundation website and Facebook page. The text will be written in an informative yet conversational tone.

Rationale: According to our research, our target is generally satisfied with how the Foundation uses funds. This newsletter will build on that trend and keep donors updated on how funds are being used. The newsletter will also serve as a way to have the Foundation stay top-of-mind. Most of the Foundation’s donors donate on an annual basis; the newsletter will work to maintain donor retention and increase giving.


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Thank You Letters Twice a year on January 1 and July 1, personalized thank you letters will be sent to donors. The letters will be printed on Boone Hospital Foundation postcards. They will contain a note from a doctor or nurse or even patient at Boone Hospital Center. These letters will describe how an employee’s job has been made easier or how they have benefitted from the donation or contain personal patient stories of how the Foundation made their stay at the hospital better. There will be multiple versions of the thank you letter drafted. In an effort to make them more personalized the Foundation will send out letters that pertain to certain giving areas. The note will be typed on the notecard and then signed by the person who wrote it.

Rationale: Our survey data overwhelmingly showed that direct mail is donor’s most preferred method of communication. According to our research, women donors are more likely to donate and retain a relationship with an organization once a relationship has been established. The Foundation’s donors like supporting a good cause and these letters will reinforce how much good they are doing and help keep the Foundation top of mind. By mailing out personalized letters that pertain to the area of giving, we will avoid “thank you” fatigue and keep the letters unique.


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85


Thomas,


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Corporate PartnershipsBoone Hospital Foundation will pick companies that align with its mission and ideas. These companies should be local with either an interest in corporate social responsibility and employee engagement or with a previous tie to the Foundation. Emails will be sent to each company’s human resources department with a pitch stating what the foundation does and the impact it has on the community in Boone County. The emails would close with a request for a meeting and to contact the Foundation to learn more about the opportunity.

If a company is interested, the Foundation will pitch the idea of a three-year partnership. The Foundation will offer three price packages that offer a range of benefits and clearly state the impact the Foundation has on Boone Hospital Center and the community.

Even if the partnership meeting is denied, a follow-up email should be sent thanking them for their time and asking if they would be interested in having someone from the Foundation come to speak to their employees about the role the Foundation plays in the Boone County community.

If the partnership is accepted, Boone Hospital Foundation will be responsible for implementing the partnership throughout the three years. The benefits that were agreed upon must be fulfilled in. This means – depending on which level of partnership – website recognition, access to the Know Your Numbers bus at company events, tickets to the gala, co-branded signage at Foundation events, etc.

Rationale: A strong incentive for Boone Hospital Foundation to use this tactic is that collaborations like this will drive innovation. Extra funding and input from an outside source can lead to new and exciting fundraising events. These partnerships also may lead to new investors and further spread awareness of the Foundation.

Additionally, these partnerships can help the Foundation gain credibility. The visibility of sponsors and partners being involved will grow the brand and legitimize the Foundation’s place in the community. These partnerships could lead to greater attendance of Foundation events through incentives offered to partners, such as tickets to the golf tournament and gala. It is incentives like these that will drive other corporations to want to be involved with Boone Hospital Foundation.


89



Tactics

90

Partnership Activation


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Partnership Pricing Packages


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Hospital Signage Boone Hospital Foundation will post signs around Boone Hospital Center that promote the impact of donations on the Foundation’s ability to provide added benefits to Boone Hospital Center. The signs will feature the tagline, “Building a Vital Connection” with the heart watermark and will be placed in waiting rooms, elevators, hallways and other appropriate areas within the hospital. For example, a sign dealing with Boone Babies would be placed in the hospital nursery.

Rationale: The signage will be a visual representation of the message we want to send the target. Through this tactic, the Foundation will reach HEARTs who are at Boone Hospital Center and therefore already have an established connection with the hospital.


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Tactics

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Tactics

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Donor Recognition Event Boone Hospital Foundation will host an event with the sole purpose of showing donors the important role they play in the Foundation and how their efforts are building a vital connection between the community and the Foundation. The Board of Directors will oversee and guide the planning of the event. The event will be held in the Healing Garden to keep costs down and to use a space that was created through gifts to the Foundation.

This event will feature live entertainment, drinks and appetizers for guests. Boone Hospital Foundation staff will be the masters of ceremony for the event and will highlight the positive impact the Foundation has had during the preceding year. Boone Hospital Center staff and patients who benefitted from the Foundation’s efforts will also speak at the event.

Rationale: Our secondary research shows that approximately one-fifth of donors in the United States attend charitable events. The purpose of this event will be to give donors an opportunity to feel connected to the Foundation and see how their donations have had an impact on people’s lives.


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Press Release The press releases will serve as promotions for Foundation events, recent accomplishments or significant developments with the Foundation and Boone Hospital Center. The press releases will be informative and engaging. Below we have outlined possible topics for these press releases.

Good Press Release Topics• Significant contributions to Boone Hospital Foundation• Upcoming events• Release or launch of new communication material • The announcement of new partnerships• New services of the Boone Hospital Foundation• Information on ways to contribute to Boone Hospital Foundation

Rationale: Our research shows that if press releases include some type of embedded content it can increase engagement. We found through secondary research that photos increase engagement by 18 percent and videos increase engagement by 55 percent. Positive press releases will also serve to get other organizations, businesses and publications involved with the Foundation.


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My Boone Health MagazineThe Foundation will contribute a one-page quarterly “community impact” story to the marketing department at Boone Hospital Center. The story will be published in MyBooneHealth and will focus on the story of a donor, patient or hospital employee who has been impacted by the Foundation.

Rationale: According to our primary survey data, MyBooneHealth is the main source of Foundation news for donors. The Foundation already has access to the magazine; this tactic will just ensure that the story aligns with the campaign of building a vital connection.


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Jon Smith is Boone Hospital Foundation’s Donor of the Month for November 2014 for his amazing contribution to the Foundation. Click here to nominate someone for Donor of the Month.

Jon Smith, a seasoned respiratory therapist for the Boone Hospital Center, continues to impact Boone Hospital Foundation in a positive manner.

“It was really important to me that I give back to a cause that’s so great. Boone Hospital Foundation has not only connected the Foundation with the Columbia community, but has impacted patient’s lives,” said Smith.

Smith’s role at the Boone Hospital Center involved managing life support for people in intensive care units and emergency departments, stabilizing treating and managing pre-hospital and hospital-to-hospital patient transport by air or ground ambulance.

Born and raised in St. Louis, Missouri, Smith came to Columbia as a student a the University of Missouri, Columbia. He first experience Boone Hospital Center while shadowing respiratory therapists, after he decided he wanted to enter the University’s respiratory therapy program.

After graduating, he applied for a respiratory therapist position and joined the Boone Hospital team in January 1995.


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Parking MetersThe Foundation will enter a contract with a firm to make 26 parking meter covers. These covers will be branded with the Foundation logo and will include large letters that say “Free Parking”. The Foundation will then make an agreement with the city of Columbia (Public Works Department) to reserve 26 spots throughout the downtown area. The spots will be reserved on four selected days throughout the year. The dates will be selected to coincide with Foundation and community events such as the Roots n’ Blues Festival, the True/False Film Festival, the Boone Hospital Foundation Golf Tournament or the Gala. The spots will remain covered for up to seven hours on the selected dates and will occupy 13 meters on each side of the street. These meters will serve the purpose of connecting with community members who have not heard of Boone Hospital Foundation before.

Rationale: This tactic falls in the “Connect” category of our big idea. Research has shown that our target spends money on discretional items, such as eating at local restaurants. The chosen implementation times will coincide with an increase in pedestrian and car traffic in the downtown area or with an upcoming Foundation event. This tactic will be used to have the Foundation equated with a positive experience and to raise general awareness of the Foundation in the community. The number of impressions generated by this tactic will be a worthwhile return on investment because after the initial cost of creating the covered parking meter bag implementation cost is relatively low. Another positive is that this method of reaching out to prospective donors is very unique. No other Foundation in mid-Missouri is utilizing this tactic.


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InternIn order to aid with communications strategies, the Foundation will hire an unpaid intern. The intern is expected to work 8-10 hours a week and is primarily responsible for social media updates, writing of press releases the quarterly newsletter and the community impact story in MyBooneHealth. The intern would be in charge of interviewing families and hospital staff so Facebook posts could take on both a relatable and informative tone.

Rationale: Thirty percent of undergrad students nationwide have unpaid internships and these account for half of all college internships. Employers have had a high rate of success with unpaid interns, with nearly 80 percent claiming that they have had a positive impact on their company. The Foundation is located next to one of the top journalism schools in the country, the Missouri School of Journalism, and its established connection with the school will help the Foundation recruit a reliable intern.


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The requirements and qualifications for this intern are listed below:

Ideal Majors:Journalism, Communication, Marketing, English

Requirements:College Sophomores – Seniors

This position requires excellent oral and written communication skills and proficiency in Microsoft Office. Comfort with various social networking platforms is a plus. The ideal candidate will have completed coursework in public relations, journalism or marketing and be a strong writer. We would like the intern to supply two writing samples as part of the application process.

Qualifications:• Ability to work independently, think creatively and learn quickly• Strong organizational skills and attention to detail• High level of competency using Microsoft Office • Comfort and enjoyment in interacting with others• Passion for marketing, communications, social media and learning about the • Experience with Facebook• Professional, positive attitude a must

Relevant previous experience is a plus.


Budget & Timeline


Budget

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BOONE HOSPITAL FOUNDATION TIMELINE

DATE MILESTONE

1/1/15 Facebook Launch

1/5/15 Thank You Letters

1/15/15 MyBooneHealth/ Newsletter

2/1/15 Corporate Partnership Emails


4/25/15 Parking Meters

5/16/15 Annual Golf Tournament

6/15/15 Website Redesign

6/15/15 Thank You Letters


7/18/15 Donor Recognition Event

9/26/15 Parking Meters


11/7/15 Annual Gala


Appendix


Appendix

114

Fonts

Allura

Helvetica NeueTahoma

(Free Font by TypeSETit)


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Colors

C: 62 M: 39Y: 16K: 0

C: 72M: 52Y: 0K: 0

C: 59M: 42Y: 0K: 0

C: 37M: 21Y: 6K: 0

C: 77M: 49Y: 8K: 0

C: 100M: 87Y: 24K: 9

C: 86M: 64Y: 28K: 9

C: 100M: 83Y: 25K: 10

C: 98M: 78Y: 36K: 24


Appendix

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Alexander, A. (2014). A new - and different - group of health consumers. Drug Store News, 36(8), 76-77.

Baranyi, Eniko Eva, "Volunteerism and Charitable Giving among the Millennial Generation: How to Attract and Retain Millennials" (2011). Dissertations, Theses and Capstone Projects. Paper 451.

Berggoetz, B. (n.d.). Study: Older women more generous in charity donations. Retrieved November 14, 2014, from http://usatoday30.usatoday.com/money/perfi/story/2012-08-22/older-women-more-generous/57214946/1

Crisco, A. (2014, April 24). Why Press Releases Are a Must-Have for Your Online Marketing. Retrieved from http://www.globaldirective.com/read-news/why-press-releases-are-a-must-have-for-online-marketing/

Jacobs, D. (2013, August 8). Charitable Giving: Baby Boomers Donate More, Study Shows. Retrieved October 14, 2014. [Forbes]

Lau, J. (2014, March 3). Student Internships: The Haves and Have-Nots. Retrieved from http://www.thenation.com/blog/178640/student-internships-haves-and-have-nots#

Preston, C. (2010). When It Comes to Appeals, Charities Need to Work on Filling the Generation Gap, a New Study Finds. Chronicle Of Philanthropy, 22(9), 6.

Sources Cited


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Sedghi, A. (n.d.). Charitable giving-how does differ by age? Retrieved November 14, 2014, from http://www.theguardian.com/news/datablog/2012/sep/25/charitable-giving-generation-gap-age

12 Numbers Nonprofits Need To Know About Baby Boomers. (2013, August 26). Retrieved October 14, 2014. [Eleventy Group Marketing]

Baby Boomers Flock to Facebook While Teens Exit En Masse. (n.d.). Retrieved from http://www.foxbusiness.com/investing/2014/01/22/baby-boomers-flock-to-facebook-while-teens-exit-en-masse/

The Center for Philanthropy at Indiana University (2008, May) Generational Differences in Charitable Giving and in Motivations for Giving. Retrieved October 14, 2014.)Generational Differences in Charitable Giving and in Motivations for Giving. (2008, May 1). Retrieved November 15, 2014, from http://www.campbellcompany.com/Portals/22807/docs/Generational-Giving-Study.copy.pdf

How Do Pay Trends Differ for Each Generation?. (2013, October 26). PayScale. Retrieved September 27, 2014, from http://www.payscale.com/data-packages/generations-at-work/pay.

(Public Works Department. Under the contact us section of their website they list two numbers, one for parking utility and one for parking enforcement. Parking utility=573-874-7674 and Parking enforcement= 573-874-7561)

Photos were taken from the Boone Hospital website and Facebook page with one photo taken from Think-Stock as a filler for the newsletter.


Appendix

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Survey 1) Age (check one): 18-24 ___ 25-30 ___ 31-40 ___ 41-50 ___ 51+ ___

2) Gender (check one): Male ___ Female ___ Prefer not to answer ___

3) Annual household income (check one):

_______ $0-$49,999

_______ $50,000-$74,999

_______ $75,000-$99,999

_______ $100,000- $124,999

_______ $125,000-$149,999

_______ $150,000+

4) Ethnicity (Check one)

_______ Caucasian/White

_______ Hispanic or Latino

_______ Black or African American

_______ Native American or American Indian

_______ Asian/Pacific Islander

_______ Other

_______ Prefer not to answer


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5) What it is the highest level of education you completed? (Check one)

_______ Did not complete high school

_______ High school diploma/GED

_______ Associate degree

_______ Bachelor’s degree

_______ Master’s degree

_______ Professional degree

_______ Doctorate degree

_______ Other

6) Marital status (check one)

_______ Single/Never married

_______ Married or domestic partnership

_______ Widowed

_______ Divorced

_______ Separated

_______ Other


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7) Employment status- Are you currently…? (Check one)

_______ Employed for wages _______ Self-employed _______ Out of work and looking for work _______ Out of work but not currently looking for work _______ A homemaker _______ A student _______ Military _______ Retired

_______ Unable to work8) Where have you heard/seen messages about the Boone Hospital Foundation? (Check all that apply)

_______ Internet (email, website, online publication, etc)

_______ Boone Hospital magazine _______ Direct Mail

_______ Word of mouth

_______ Radio/TV

_______ Hospital visit

_______ Social media


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_______ Boone Hospital Foundation event (mobile unit, golf tourney, etc.) _______ Other

9) Have you, your spouse, or any close loved one had a baby at Boone Hospital Center? Yes ___ No ___

10) If you have children, where did you have them?

_______ Boone Hospital Center

_______ University Hospital

_______ Other

11) What has driven you to donate in the past? (Check all that apply) _______ Great care for you/loved one

_______ Faith

_______ Tax deduction

_______ Want to give back to others

_______ Creates a positive feeling for yourself and others

_______ Supporting a good cause

_______ Other


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12) What is the MAIN reason you have donated in the past? (Check ONE)

_______ Great care for you/loved one

_______ Faith

_______ Tax deduction

_______ Want to give back to others

_______ Creates a positive feeling for yourself and others

_______ Supporting a good cause

_______ Other

13) How satisfied are you with the information you receive regarding the use of your donation?

Very Satisfied/Somewhat Satisfied/Satisfied/Somewhat Dissatisfied/ Very Dissatisfied

14) How satisfied are you with the decisions the Boone Hospital Foundation makes for the use of its funds?

_______ Very satisfied

_______ Somewhat satisfied

_______ Satisfied

_______ Somewhat dissatisfied

_______ Very Dissatisfied

_______ Did not receive information


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15) How often do you donate to this organization?

Annually/Bi-Annually/Monthly/Bi-Monthly/Rarely

16) How do you typically donate?

_______ Online

_______ Check/cash

_______ At a Foundation event _______ Other

17) What is your preferred donation method? (Check one)

Cash ___ Check ___ Credit Card ___ Stock Transfer ___ Bequests ___ Wills ___Gift annuities and trusts ___ Property transfers ___

18) How satisfied are you with your ability to designate what your donation is to be used for?

Very Satisfied/Somewhat Satisfied/Satisfied/Somewhat Dissatisfied/Dissatisfied

19) The organization provided the information I needed to make a decision on making a donation.

Strongly Disagree/Disagree/Undecided/Agree/Strongly Agree 20) The organization effectively communicated its need for donations.

Strongly Disagree/Disagree/Undecided/Agree/Strongly Agree

21) I know that the organization will use my gift for the purpose it was intended.

Strongly Disagree/Disagree/Undecided/Agree/Strongly Agree


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22) How satisfied are you with the recognition you receive for being a donor?


23) Overall, how satisfied are you with the relationship between the organization and yourself as a donor?


24) How satisfied are you with being kept informed of the use of organization funds?


25) What are your preferred communication methods? (Check ALL that apply)

Email ___ Direct mail ___ Telephone ___ Newsletter ___ Facebook ___ Twitter ___

26) What is your FAVORITE method of communication? (Check ONE)

Email ___ Direct mail ___ Telephone ___ Newsletter ___ Facebook ___ Twitter ___


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General Questions• What nonprofit organizations do you know of in Columbia? What benefits do you think these organizations provide

for the community?• What do these organizations do well and what could they improve?• Have you heard about Boone Hospital Foundation? If so, how did you become aware of the Foundation?• Have you seen any promotional information for Boone Hospital Foundation? If so, where?• What words come to mind when thinking about Boone Hospital Foundation?• What are your overall perceptions of the Foundation and the services it provides?• What role do you think Boone Hospital Foundation plays in the local community? • Has Boone Hospital Foundation impacted you, your family or loved ones, or others you know in the community? If

so, how?• Do you know anyone else that would be a good person to talk about this topic?

Interviews


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Nurse Questions• In your job, how have you seen Boone Hospital Foundation make a difference with any patients you have assisted?• How knowledgeable are Boone Hospital Center employees of the Foundation? • How would you suggest we update hospital employees about the Foundation’s activities?• What kind of involvement do you have with the Foundation?• What kind of involvement do you think the hospital as a whole has with the Foundation? • What benefits do you feel the Foundation brings to the hospital?• What do you think is the greatest asset Boone Hospital Foundation offers?• How has the Foundation impacted you and your job?• Have you donated to the Foundation? Do you think the hospital staff in general donates to the Foundation?

Patient Questions• How familiar are you with Boone Hospital Foundation?• Can you share any experiences you have had with the Foundation?• Have you ever donated to the Foundation? • If no, what would motivate you to donate to this kind of organization? • If yes, what motivated you to do so?• If you or a loved one were a beneficiary of a service courtesy of Boone Hospital Foundation, would you feel more

compelled to donate to the Foundation? Why or why not?• Are you aware of any specific services provided by the Foundation (health screenings, heart pillows, mobile health

unit, health fairs, etc.)?• Now that you know more about these services, would you be more or less likely to donate to this Foundation?


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Donor Questions• What positive impact has Boone Hospital Foundation had in your life or life of a loved one?• Has the Foundation impacted you personally? If so, how?• What motivated you to donate to Boone Hospital Foundation?• Did your gift go to a specific program?• Have you ever attended a Foundation-sponsored event? (If they ask “Like what?”- Gala, free health screenings,

golf tournament, etc.)• What is your impression of the communication material (brochures, emails, mailers, placement in MyBooneHealth,

etc.) of Boone Hospital Foundation?


Meet the Team


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Eli Mogul Copywriter

Eli is a senior at Mizzou from Winnetka, Ill., a northern suburb of Chicago. Eli is majoring in journalism with a minor in business. Eli would like to find work as a copywriter after graduation, preferably somewhere in Chicago, with the long-term goal of becoming a teacher and moving somewhere with mountains. Eli has spent many summers working at various summer camps working with kids of all ages and was inspired by this work to become a teacher. He hopes that with the Boone Hospital Foundation campaign he will build a portfolio that will help him get a foot in the door in the copywriting world. He is very excited to serve such a noble cause. In his spare time, you might find Eli attending a concert at the Blue Note, watching sports, running or eating BBQ at Shotgun Pete’s.


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Jonathan Hambacker Design Specialist

Jon is a senior at Mizzou from Salem, Mo., dual majoring in journalism and psychology. Jon, who is set to graduate in December 2015, plans on pursuing a career in the U.S. Air Force upon graduation. He hopes to work with AFOSI (Air Force Office of Special Investigations) with the long-term goal of working with the FBI. Of Jon’s travels, his favorite place to travel was Crans-Montana, Switzerland. In his spare time, you might find Jon playing basketball or tennis, hiking or reading.


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Jordan Williams Public Relations Specialist

Jordan is a senior at Mizzou from St. Louis and is set to graduate in December. With the Boone Hospital Foundation campaign, it is his goal to give the client a complete communications makeover in order to raise awareness about their services to the rest of the Columbia community. Jordan loves his Mizzou Tigers and has been attracted to the university his whole life. After graduation, Jordan sees himself working with small agencies in public relations positions in order to build experience so that one day, he can work for his “dream company” - The Walt Disney Company. Jordan spends his time out of class watching films, listening to music, watching sports, video editing and reading comic books.


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Kelsey HoffmannAccount Executive

Kelsey is a senior at Mizzou majoring in journalism with an emphasis in strategic communication and a minor in business. Kelsey is the hardworking and dedicated account executive of PinPoint Productions. Kelsey loves to travel, especially to different cities and hopes to make it to Europe one of these days. Kelsey is very passionate about nonprofit work. She has held six internships, five of which were in the nonprofit sector, including work for The Richards Group in Dallas where she got to work on creating mutually beneficial partnerships between nonprofit organizations and corporations. In her spare time you might find Kelsey baking, dancing or eating Mexican food at one of the various Mexican restaurants around Columbia.


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Wilson BabbResearch Specialist

Wilson is a senior at Mizzou from Columbia, Ill. Wilson is dual majoring in finance and journalism with his sights set on pursuing a career in public relations. Wilson wants to live the dream in Chicago. While he is not sure what his dream job is, he plans to work his butt off so he can climb the ranks of the professional world quickly. With the Boone Hospital Foundation campaign, Wilson hopes to learn how to run a campaign while providing quality work that the clients find useful. In Wilson’s spare time, you may find him eating at one of Columbia’s many fine establishments, jamming out on his guitar, playing sports or engaging in all manners of outdoor activities.


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