PowerPoint Presentation

A Public Relations Informational CampaignPrepared For: Pennsylvania Association For Nonprofit OrganizationsPANO2040 Linglestown Rd., Suite 302Harrisburg, PA 17110

Where Is PANO Now?Change in leadership provided the opportunity to reevaluate

Last year (2014), the Listening Tour was executed to help to see where PANO stood as a state association

Pictures of the Listening Tour

Where is PANO now?PANO feels that due to the size of the nonprofit sector, there must be a celebration that brings the sector together

Research

Primary ResearchExpert InterviewLimitation of StudyPossible end productsTimelinesKey MessageLegislators & MediaSocial Media postsPromotional outreach

Primary Research Content AnalysisResearched Nonprofit State AssociationsNon-random SelectionIdahoDelawareColorado

Primary Research-- Idaho

Primary Research-- Idaho

Primary Research-- Idaho

Primary Research--Delaware

Primary Research-- Delaware

Primary Research-- Delaware

Primary Research-- Delaware

Primary Research-- Colorado

Theoretical Framework-Diffusion of Innovation TheoryDeveloped by E.M. Rogers (1962)Explains how, over time, an idea or product gains momentum and diffuses (or spreads) through a specific population or social system

End result of diffusion: people, as a part of a social system, adopt a new idea, behavior, or product.The key to adoption is that the person must perceive the idea, behavior, or product as new or innovative. Through this, diffusion is possible

Action

Campaign Bridge-- Key Message

Where PANO Wants To Be-- ObjectivesTo capitalize on their opportunities, goal one objectives include:To have an effect on action; specifically to generate volume turnout to events of 50 percent of the general public in PA during the month of Nov. 2016To have an effect on acceptance; specifically to generate interest in PA Nonprofit Awareness (80 percent of the general public within the next 19 months).

Where PANO Wants To Be-- ObjectivesTo capitalize on their opportunities, goal two objectives include:To have an effect on awareness of college students; specifically to increase their knowledge of the economic benefits of the nonprofit model (20 percent of undergraduate students in the next 19 months)To have an effect on awareness to formal/informal opinion leaders; specifically to increase their knowledge of the economic benefits of the nonprofit model (15 percent of formal/informal opinion leaders within the next 19 months)

Where PANO Wants To Be-- ObjectivesTo capitalize on their opportunities, goal three objectives include:To have an effect on awareness; specifically to create knowledge among 75 percent of general public about PANO and their missionTo have an effect on awareness; specifically to create understanding by 75 percent of the general public about the PA nonprofit sector and how PANO fits into the nonprofit model

Message Strategies 1PositiveNonprofits can improve the quality of life for many Pennsylvanians. They [nonprofits] can provide a loving home, a meal for an individual in need and create a sense of belonging.

Message Strategies 2Resistance Many who are reluctant to help in their community believe that they wont make an impact.

Message Strategies 3 Negative

Without nonprofits, people would not know what is going on.

EventsProposed Campaign Efforts Walk/Run for PA NonprofitsAwards BreakfastsTraining/WorkshopAdvocacy Day

MonthProposed Campaign Efforts

Week Proposed Campaign Efforts

DayProposed Campaign Efforts

ActionsProposed Campaign Efforts

Sample Flyer

Communication

Toolkit- Proposed Campaign Efforts Main take-away for PANODevelop usable toolkit for PANO (organizations may use as a resource)

Sample Resolution

Sample Press Release

Sample Radio Spots

Evaluation

Proposed Budget

BudgetTotal Projected Budget for PA Nonprofit Awareness Month: $6,500.00Total Projected Budget for PA Nonprofit Awareness Week: $2,700.00Total Projected Budget for PA Nonprofit Awareness Day: $1,700.00

Evaluation PlanPollBenchmarking SurveyingFacebook InsightsTwitter Analytics

Kiara Allen, Account Executive

Amanda Hilderbrandt, Creative Director

Dawn Cheron, Research Director

Dominique Glisson, Copy DirectorThank You!

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