MAX JAX

THE CLARA WHITE MISSION

RESEARCH

History- The Clara White Mission was founded by a former slave whose compassion for humanity moved her to action. The Mission has existed for more than a hundred years and is dedicated to serving the needs of the less fortunate in our community.

Fast Facts

The Clara White Mission was founded in 1904, but traces its origins back to

the 1880’s. Former Slave Clara English White fed

hungry neighbors from her home. The Mission helps feed over 10,000 men women, and children every year.

*from www.clarawhitemission.org

SECONDARY

Feeding Program- The Clara White Mission’s “soup kitchen” provides hot meals to the homeless population seven days a week. The Mission serves 400-500 persons daily from 8:30 a.m.-10 p.m.

Housing Program- The Mission’s goal is to move homeless participants into permanent housing in 24 months. Priority is given to veterans. From 2006-2007, 85 people were housed.

Housing Program Requirements

Be employed and/or currently enrolled in school. Participate in case-management and life-skills classes. Complete a mental-health assessment and engage in mental-health

counseling. Complete a health assessment with a nurse. Maintain sobriety and participate in substance-abuse education

classes as support groups, as required.

PROGRAMS

Educational Programs- The Clara White Mission off ers job training and employment placement. Men and women 18 and older may enroll educational programs that are certifi ed by the State of Florida Independent Education board. Preference is given to veterans and on-site housing is available for students.

Culinary- A 20 week program and a collaborative effort with the American Culinary Federation. The graduates go on to work under the supervision of sponsoring chefs. Certification provides vast opportunities within the hospitality industry and increases earning potential.

Janitorial- A 18 week program provides intensive hands on job training, comprehensive instructions on commercial cleaning, customer relations, and management skill development.

PROGRAMS

Clara’s at the Cathedral- A training café featuring an upscale menu. Provides students with extensive hands-on training in production, presentation, and front of house restaurant service.

Clara’s at the Cathedral is open to the public each Friday from 11:00 am- 1:00 pm.

All proceeds benefit the culinary school.

Ashley Street Catering- Students who graduate the culinary program have the opportunity to work at Ashley Street Catering and gain more experience to add to their resume before they transition to other opportunities.

PROGRAMS

The Clara White Mission has a very experienced and hardworking staff that help promote the organizations goals. Working at The Clara White Mission is more than a job, for its employees it’s a calling to help the needy in Jacksonville.

Ju’Coby Pittman, CEO and President, has been working at The Clara White Mission for over 18 years. She has helped expand the Mission’s programs to include transitional housing, the educational programs, a veterans drop-in day center, and she has expanded the feeding program.

The Clara White Mission has a wide range of employees including mental health-care professionals, case workers, housing coordinators, and grant compliance specialists to name a few.

The Clara White Mission has a board of directors who donate their time and talents to help guide the Clara White Mission as they serve the needs of the community.

The Clara White Mission relies heavily on community volunteers who donate their time, skills, and resources to the cause.

STAFFING AND VOLUNTEERS

The Clara White Mission has many supportive sponsors and partners. Sponsorships and Partnerships come in three varieties: Community Service Partners, Funding Partners, and Hospitality Partners.

SPONSORS AND PARTNERS

• CSX• Mayo Clinic• Pepsi- Cola Bottling Company• The Florida Times-Union• IBM• UPS• Everbank• Anheuser Busch• Jax Federal Credit Union• Bank of America• Bono’s BBQ• Jacksonville Jaguars

• Red Lobster• St. Luke’s Hospital• Florida Yacht Club• Duval County Republican Party• Community First Credit Union• Jacksonville Chamber of

Commerce • Kraft Foods/ Maxwell House

Max Jax created and conducted a survey to gauge public opinion on the topic of homelessness in Jacksonville and to see if the public was familiar with centers and programs to help the homeless.

Survey

PRIMARY

Age, Sex, Years Lived in Jacksonville, Ethnicity

1. Jacksonville has a serious problem with homelessness.Strongly Agree/Agree /Neutral /Disagree /Strongly Disagree

2. Jacksonville has enough successful centers and programs to help the homeless population. Strongly Agree /Agree /Neutral / Disagree / Strongly Disagree

3. Are you familiar with programs and centers for the homeless population in Jacksonville? If so please list.

4.Have you heard of The Clara White Mission?

5.What do you think needs to be done to help the homeless population in Jacksonville?

Strongly AgreeAgreeNuetralDisagreeStrongly Disagree

JACKSONVILLE HAS A SERIOUS PROBLEM WITH HOMELESSNESS.

Column1

strongly agreeagreenuetraldisagreestrongly disagree

JACKSONVILLE HAS ENOUGH SUCCESSFUL CENTERS AND PROGRAMS TO HELP THE HOMELESS POPULATION.

Column1

yesno

ARE YOU FAMILIAR WITH PROGRAMS AND CENTERS FOR THE HOMELESS

POPULATION IN JACKSONVILLE?

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Cen

ter

Can't

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Other

0

1/9

1/5

2/7 2/5

1/2

IF SO PLEASE LIST.

yesno

HAVE YOU HEARD OF THE CLARA WHITE MISSION?

Birth control implants in low income people’s arms.

Give them less welfare. Make them work.Provide safer facilities for the homeless to

stay at.Jacksonville needs more open-hearted people

to give.Jacksonville needs more jobs!

WHAT DO YOU THINK NEEDS TO BE DONE TO HELP THE HOMELESS POPULATION IN JACKSONVILLE?

To gauge the external perception of the Clara White Mission Max Jax would conduct a communication audit and examine the following:

Examine the number of followers, fans, and likes the Clara White Mission has on social media platforms. Check to see how many of these people are actively engaged and participating with the mission.

Examine the number of appearances in the media (TV, newspapers, magazines, etc.) and gauge the size of the articles.

Examine the awards that the Clara White Mission has received.

EXTERNAL PERCEPTION

SWOT ANALYSIS

Strengths Weakness

• Lots of different channels to get the message out to the public

• Great employees and volunteers

• 90% graduation rate in educational program

• Unique programs• Have been around for over

100 years

• Channels of communication are not kept up to date, esp. website

• Lack of public awareness

Opportunities Threats

• More donors• More volunteers• More awareness• Opportunity to partner with

more sponsors• Opportunity to serve more

people in the community

• Other centers and donation based organizations

• Poor economy• Lack of awareness can hinder

amount of volunteers, donors, support

According to MAX JAX’s survey results, the Clara White Mission faces a lack of public awareness. The general public, outside of the downtown Jacksonville area doesn’t seem to be aware of the mission’s existence or have any knowledge of its programs. Helping the public become more aware and become active participants in the organization would give the Clara White Mission the potential to expand and serve a larger population of needy people in Jacksonville.

SITUATIONAL ANALYSIS

Jacksonville area high schools

Church and Religious Groups

Veterans

Local Businesses

AUDIENCE ANALYSIS

Target: Jacksonvil le Area High Schools (public and private): faculty, students, and parents.

Nickname: Future Leaders of Tomorrow Demographics: Men and Women, 14 and up,

various backgrounds, income levels, education levels, nationalit ies, and reside in al l parts of the city of Jacksonvil le.

Psychographics: Value education, looking to get involved with the community and meet new friends.

Stakeholders: Douglas Anderson, Atlantic Coast, Baldwin, Darnell-Cookman, Englewood, First Coast, Fletcher, Forrest, Jackson, Lee, Mandarin, Terry Parker, Paxon, Peterson, Raines, A. Phil ip Randolf, Sandalwood, Stanton, Ed White, Wolfson, Bowles, Arl ington Country Day, Bishop Kenny, University Christian, Providence, Episcopal, and Jul ia Landon College Prep

The Takeaway: After reading our materials the audience wil l learn how they can receive needed community service hours for scholarships, become ambassadors in their community for the Mission, meet friends, and have fun in a new club.

JACKSONVILLE AREA HIGH SCHOOLS

Target Audience: Jacksonville area places of worship, of all affi liations from the youth to the elderly.

Nickname: Religious Groups Demographics: 1,355 places of worship

according to the Yellow Pages. Many diff erent religious affi liations with a variety of nationalities and cultures. Big and small.

Psychographics: The average “churchgoer” is willing to help others. Serving God, others, and the community.

Stakeholders: Celebration Church, New Life, First Baptist, South point community Church, Eleven 22, North Baptist Church of Jacksonville, and many more.

The Takeaway: Provide a way for diff erent church and religious organizations to reach out and help those around them.

CHURCH AND RELIGIOUS ORGANIZATIONS

Target: VeteransNickname: VetsDemographics: According to

www.VA.gov/vetdata, the age of a veteran varies from 21 and up. Our Target Vet will be 21-65 years in age, both male and female, income level varies, education is high school diploma and up.Vets live all over Jacksonville, and are of all different races, religions and nationalities.

Stakeholders: Elkslodge, VFW Posts, NSA Jax, Mayport, and Camp Blanding. All veterans from all of America’s wars.

The Takeaway: Vets can help fellow veterans in need.

VETERANS

Target: Jacksonville local BusinessesNickname: Business ClassDemographics: Varies in size and kind

of business. Range greatly in income levels, from family owned operations to large corporations.

Psychographics: The type of person who starts their own business wants to earn an honest dollar and help the community.

Stakeholders The Jacksonville Chamber of Commerce, The Better Business Bureau, The Jacksonville Jaguars, Taco Lu, CSX, UF Health, Everbank, The University of North Florida, JEA, Bubba Burger, etc.

The Takeaway: Community involvement and cause branding opportunities

LOCAL BUSINESSES

OBJECTIVES

To expand The Clara White Mission so they will be able to touch more lives, offer more hope, and a way out of the misery of life on the streets to more people in the Jacksonville Community .

OUR GOAL

To increase public awareness of The Clara White Mission and its cause in Jacksonville communities outside of the urban core by 15 percent in six months.

OBJECTIVE # 1

To gain 20 more local company sponsorships and $20,000 in donations and/or donated goods in six months.

OBJECTIVE # 2

To increase the number of volunteers by 15 percent in six months.

OBJECTIVE # 3

IMPLEMENTATION

Strategy 1.1: The Clara White Mission’s Ambassador Program-

To increase awareness

OBJECTIVE # 1

Tactics-• Contact local high schools.• Have an informational booth set up on club

day.• Provide club leaders (teachers and

volunteers) with detailed and accurate information about the Clara White Mission.

• Have the students make posters.

Strategy 1.2 Speakers Bureau-

To increase awarenes

s

OBJECTIVE # 1

Tactics-

The Clara White Mission Ambassador program• Find a speaker from the Clara White Mission• Organize the presentation• Call the schools and schedule a time• Conduct the presentation

Religious groups and churches• Find a speaker from the Clara White Mission• Organize the presentation• Call the churches and schedule a time• Conduct the presentation

Strategy 1.3 Social Media Campaign –

Tactics-

Create a Facebook group for each target audience

Post frequently Spotlight volunteer of the weekPost pictures of the target audiencesHave people share the Facebook

page

OBJECTIVE # 1

TO INCREASE AWARENES

S

Strategy 1.4 Open house

Tactics-

Invite local companies Organize what will be said and

shown Put together information packets Have Ju’Coby Pittman and

volunteers present to speak and answer questions

Conduct the open house

Strategy 2.1 Donation Drive

Tactics- Have the Clara White Ambassadors

and the religious groups create and publicize local supply drives.

The groups will gather lined paper, copy paper, writing pads, notebooks, backpacks, pens, and pencils

Deadline October 31st and January 31st

Pick up the donations

To gain company

sponsorships and

donations.

OBJECTIVE # 2

Strategy 2.2 Fundraising packets-

Tactics- Look for local companies and

organizations to participate in coupon book program

Put together coupon books $10 a book at least $5 in savings

in each book Sell the books through the

Calendar Challenge groups and the Ambassadors

To gain company

sponsorships and

donations

OBJECTIVE # 2

Strategy 2.3 Dinner Party

Tactics- 280 invitations will be sent out Friday October 18, 2013 7P.M. North Riverside Development Organization

2711 Edison Avenue Capacity 140 people, 14 tables, 10 people

to a table, RSVP $25 a ticket White Party Attendees will be asked to

wear white attire Ashley Street Catering will be serving

white meat Presentation from the CEO Each table will feature a graduate from

the vocational program or a person who has been housed by the Clara White Mission

Media advisory will be sent out Volunteer photographer will be present

To gain company

sponsorships and

donations

OBJECTIVE # 2

Strategy 3.1 Volunteer Program-

Tactics- Contact churches and religious

organizations Group session outside of the service Place information on organizations

website, bulletin board, etc. Bring a large blank calendar and set

up the table.

To increase the

number of volunteers

OBJECTIVE # 3

Strategy 3.2 Community relations campaign-

Tactics- Go to places where veterans

congregate and hang up posters and leave brochures and business cards behind1. Elkslodge2. VFW Posts3. NSA JAX4. Mayport5. Camp Blanding

To increase the number

of volunteers

OBJECTIVE # 3

BUDGETStrategy Resource PriceStrategy 1.1. The Clara White Missions Ambassador Program.

Email information to the school No cost

Strategy 1.2. Speakers Bureau.

Volunteers, PowerPoint Presentations

No cost

Strategy 1.3. Social Media Campaign.

Volunteers, Social Media sites No cost

Strategy 1.4. Open house.

Volunteers, emails, Information packets: • 60 envelopes• 180 B&W copies

$ 13.99 for 100 envelopes$ 3.60 @ 2¢ per copy

Strategy 2.1. Donation Drive

Clara White Mission Ambassadors and religious groups’ volunteers.

No cost

Strategy 2.2. Fundraising Packets.  

Clara White Mission Ambassadors and religious groups’ volunteers, Coupon Booklets (printed from a company) •500 booklets 

Estimated, budgeted cost: $1,300

Strategy 2.3 Dinner Party. 

Invitations, Venue and Food (provided through the Mission)

$223.72 for 280 invitations$128.80 for 280 stamps$64.98 for 300 white envelopes, with a red lining.

Strategy 3.1. Volunteer Program. 

Volunteers, large calendar (6 poster boards), fact sheets (for the tables), introduction letters:• 2,000 letters• 1,000 fact sheets • 2,000 envelopes• 2,000 stamps

$ 40.00 @ 2¢ per copy (letters)$ 20.00 @ 2¢ per copy (fact sheets$ 920.00 for 2,000 stamps$ 271.60 for 40 boxes of 100 ct. envelopes.

Strategy 3.2. Community Relations Campaign.

Posters, Informational brochures, Emails, phone calls,

$209.70 for 30 posters

  TOTAL: $2,986.96

August 

        1 2 3

4 Speakers Bureau (S.B.)

5 6 7 8 9 10

11 Calendar Challenge C.C.

12 13 14 S.B. 15 16 17

18 S.B. 19 20 21 22 23 24

25 C.C. 26 27 28 S.B. 29 30 31 Open House

CALENDAR

September 

1 S.B. 2 3 4 5 6 7

8 C.C. 9 CLUB DAYS

10 CLUB DAYS

11 CLUB DAYSS.B.

12 CLUB DAYS

13 CLUB DAYS

14

15 S.B. 16 CLUB DAYS

17 CLUB DAYS

18 CLUB DAYS

19 CLUB DAYS

20 CLUB DAYS

21

22 C.C. 23 24 25 26 27 28

29 30 Open House

         

October 

    1 2 3 S.B. 4 5

6 C.C. 7 8 9 10 11 12

13 S.B. 14 15 16 17 18 White Party

19

20 C.C. 21 22 S.B. 23 24 25 26

27 S.B. 28 29 30 Open House

31 Donor drive deadline

   

CALENDAR

November 

          1 2

3 C.C. 4 5 6 7 S.B. 8 9

10 11 12 13 S.B. 14 15 16

17 C.C. 18 19 20 21 S.B. 22 23

24 25 S.B. 26 27 28 29 30 Open House

December 

1 S.B. 2 3 4 5 6 7

8 C.C. 9 10 12 S.B. 13 14 15

16 17 S.B. 18 19 20 21 22

23 C.C. 24 25 26 S.B. 27 28 29

30 S.B. 31 Open House

         

CALENDAR

January 

    1 2 S.B. 3 4 5

6 S.B. 7 8 9 10 12 13

14 C.C. 15 16 17 18 S.B. 19 20

21 22 S.B. 23 24 25 26 27

28 29 30 Open House

31Donor drive deadline

     

Objective 1- Use the same survey and gauge how much public

awareness has increased.

Objective 2- We will examine the Mission’s funds and sponsorships the

week after the campaign to see if we reached our goal of 20 new sponsorships and $20,000 in donations or donated goods.

Objective 3- We will look at the number of people who are currently

volunteering and who have shown interest in volunteering and determine if our goal of a 15 percent increase was met.

EVALUATION