Radford Student Giving PR Campaign

Account Executive Creative Director Tommy Morgan Caleb Reed Research Director Media Planning Lois Anderson Travis McQueen Research Assistant Alex Polk

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Table of Contents Executive Summary ........................................................................................ 3 Situation Analysis Current Program .............................................................................................. 5 SWOT Analysis .............................................................................................. 6 Secondary Research ..................................................................................... 7-9 Primary Research ..................................................................................... 10-21 Findings ........................................................................................................ 22 Goals ............................................................................................................. 23 Objectives ..................................................................................................... 24 Strategies/Tactics Public Relations/Advertising Tactics News Release ...................................................................................... 27 Greek Life Email ................................................................................ 28 Student Media Email .......................................................................... 29 Radford Athletics Email ..................................................................... 30 Student Body Email ............................................................................ 31 Donor Email ....................................................................................... 32 Internal Memorandum ........................................................................ 33 TV Ad ................................................................................................. 34 Media Tactics

Website ............................................................................................... 36 Flyer .................................................................................................... 37 Twitter Page ........................................................................................ 38 Facebook Page .................................................................................... 39

Budget ........................................................................................................... 40 Evaluation ..................................................................................................... 41

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Executive Summary Student giving is a trend that has become popular amongst both public and private colleges and universities across the United States. With increased competition, need for improved facilities, and financial burden for students, the need for giving is apparent at many higher education facilities. At Radford University, there is great potential for student giving. Radford’s rural campus, small class sizes, and large alumni network encourages positive student outlook when asked about the university. The purpose of this campaign is to present a student giving plan that will raise awareness of student giving at Radford University, encourage students to commit to volunteering to raise money, and raise funds for the university. Students will be able to volunteer their time in a variety of community service settings including, a community garden and a community yard sale. This program will give students valuable real-life experience outside of the classroom and volunteer experience all while raising funds for Radford University.

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Situation Analysis

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Current Program

The current student gift giving program for Radford University is called SoRAD Student Philanthropy. The mission statement for the program is, “to cultivate a relationship between Radford University, its students, alumni, parents and friends, and the honored purpose of advancing higher education through philanthropy.” The tagline for the program is, “Students helping students.” The program currently works to provide the university with a sustainable financial platform to launch initiatives that make a difference today for the lives and futures of Radford University students; and initiatives to solidify the significance of the university and its many degree programs.

SoRAD had more than 500 students contribute to the Radford fund last year (2014-2015). The gifts from the program strengthen Radford University’s ability to serve students, faculty and staff through scholarships, teaching innovations and updated technology. The program claims to be taking the initiative to educate students about the importance of giving forward to sustain and improve the first-class college experience at Radford University.

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SWOT Analysis Strengths

• The program gives back financially to the university • Students can donate time rather than money • Students can be involved with the gift giving program, regardless of

financial situation and/or major • Gives students the opportunity to apply their knowledge to a real life

situation • Freshmen have the opportunity to get involved and give throughout their

undergraduate career • The current program, SoRAD, is very weak and can be improved

Weaknesses • Students may not have time to donate to the university • Students may not be aware of the gift giving program • The gift giving program may not generate sufficient revenue to be beneficial

for the university • The program may not encourage students to donate after they graduate • Students may be unsure of where the funds are allocated to • There may be a large liability for the university if students get hurt while

volunteering

Opportunities • There are a growing number of young adults who are socially responsible • An increased number of organizations prefer members who have volunteer

experience

Threats • Higher tuition costs put a larger financial burden on students • Students may have time commitments outside of the university that limit

their availability to volunteer

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Secondary Research Our team conducted research on 12 colleges and universities from across the country. These institutions ranged in size, location, and whether or not they are public or private. Out of the 12 institutions researched, we found that five do not have student gift giving programs. The other seven do have some form of gift giving program for their students, but the programs vary in effectiveness. West Virginia University: This is a public university that enrolls approximately 29,000 students. Our team conducted research on the senior class gift giving program at West Virginia University called, “Mountaineer Mark.” The program allows undergraduate seniors and final-year graduate students to give their first gift to West Virginia University academic programs. After students give their donations, their names are places on an electronic donor wall to memorialize the gift. All giving is done through and processed by the WVU Foundation. Campbell University: This is a private liberal arts, Baptist university that enrolls approximately 6,000 students. Our team conducted research on Campbell University and found that the university does not have a student gift giving program. Our research found that the university does have a successful employee gift giving program through which 96% of full-time employees give back to the university. The employee gift giving program offers incentives in the form of payroll deductions to encourage employees to give to the university. University of Central Florida: This is the second largest public university in the United States of America. The university enrolls approximately 61,000 students. Our team conducted research and found that the University of Central Florida does not have a specified student gift giving program. Our research found that the university does have a foundation that gives students the ability to give online, but the webpage is very hard to locate. Our team also found that the University of Central Florida has a student philanthropy council that works to give back to the campus through philanthropic endeavors.

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Elon University: This is a private liberal arts university that enrolls approximately 6,480 students. Our team conducted research and found that the university makes a “Senior Giving” campaign video each year. The donors are given the option of choosing where their donation goes or to donate to the university-designated, “greatest needs fund.” The Senior Class Giving Committee organizes the campaign. University of North Carolina at Chapel Hill: UNC Chapel Hill is a public university that enrolls approximately 29,000 students. Our research found that Office of University Development works with senior class marshals to create a unique student-centered giving campaign. We found that the program is not enforced and has a very loose structure. Virginia Commonwealth University (VCU): This is a public university with approximately 31,000 students. Our team found that VCU has no designated student gift giving program. We did learn that the university does have a matching program. For example, if I were to donate $100, another donor (from a specified list based on an agreement) will match that donation automatically. Villanova University: This is a private university that enrolls around 10,000 students. Our research found that Villanova has a gift giving program for students in the form of a 5K race called, “Run for the Fund 5K, Believe in the power of Villanovans helping Villanovans.” Students can give any amount to participate and the funds go to whichever department on-campus that the donor chooses. University of Delaware: This is a public university with an enrollment of approximately 17,000 students. Our research found that the university encourages student giving, but that there is no actual program in place to facilitate or promote student giving. Rowan University: Rowan is a public university with an enrollment of approximately 16,000 students. Our research found that Rowan does not have a student gift giving program in place.

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Massachussetts Institute of Technology (MIT): This is a private university with approximately 11,000 students. Our research found that MIT has a student gift giving program called, “The Senior Gift Challenge.” The program gives those who donate more than $50 access to the schools William Barton Rogers Society, a Leadership giving society that offers members of its elite club access to exclusive regional events. Duke University: This is a private university with an enrollment of approximately 14,800 students. Our research found that Duke does have a student gift giving program called, “The Duke Annual Fund.” This fund allows students to donate money and designate which department the funds go too. George Mason University: This is a public university with approximately 33,000 students. Our team conducted research and found that the university has a student gift giving program called, “Mason Spirit.” If students donate, they get put onto honorary lists and the donations automatically go to the programs that are struggling. Old Dominion University: This is a public university with approximately 24,000 students. Our research found that Old Dominion does not have a student gift giving program. The school does have “SEES,” which stands for, “Student Engagement and Enrollment Services” that benefits students and does funding for the university. University of South Carolina: This is a public university with an enrollment of approximately 32,900 students. Our team conducted research and found that the university has a student gift giving program called, “Senior Class Legacy.” The program encourages seniors to leave their mark and donate to the university. If students from the class of 2016, for example, leave a gift of at least $20.16 then they get their name on the class plaque. Bridgewater College: This is a private college with an enrollment of approximately 1,800 students. Our research found that the college does not have an established senior giving program, but does have various “giving societies” that alumni are encouraged to become members of.

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Primary Research

We conducted survey research among 100 random Radford University students. 76 students completed the survey on paper and 24 students completed the survey online through Qualtrics. Our survey questioned participants about their extracurricular involvement, volunteer activity, willingness to volunteer, and willingness to volunteer if given incentives. Out of the 100 students surveyed, 26 were male and 74 were female. We surveyed 89 students ranging in age 18 to 22, 11 students ranging in age 23 to 27, and no students 28 years old or older. We surveyed three Asian students, eight African Americans, 83 Caucasians, two Hispanic, and four students who identified as “Other.” We surveyed seven freshmen, nine sophomores, 10 juniors, 71 seniors, and three students who identified as “Other.” When asked, “How many student organizations are you currently affiliated with?,” 15 students answered with “0,” 77 answered with “1 to 3,” eight answered with “4 to 6,” and no students answered with “7+.” When asked, “How many hours do you typically volunteer during a given academic semester (15 weeks)?” 57 students said “Less than 5 hours,” 20 students said “5 to 10 hours,” 12 students said “10 to 20 hours,” and 11 students said “More than 20 hours.” When given the statement, “I would volunteer to work in a community garden to raise money for Radford University,” 14 students answered with “Strongly Agree,” 42 answered with “Agree,” 25 answered with, “Neither agree nor disagree,” 16 answered with “Disagree,” and three answered with, “Strongly Disagree.” When given the statement, “I would volunteer to work a community yard sale to raise money for Radford University,” 16 students answered with “Strongly Agree,” 36 answered with “Agree,” 27 answered with, “Neither agree nor disagree,” 17 answered with “Disagree,” and four answered with, “Strongly Disagree.”

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When given the statement, “I would be more inclined to volunteer if I chose where the funds I raised were used,” 28 students answered with “Strongly Agree,” 52 answered with “Agree,” 17 answered with, “Neither agree nor disagree,” 6 answered with “Disagree,” and one answered with, “Strongly Disagree.” When given the statement, “I would be more inclined to volunteer if I was given recognition for my volunteer and fundraising efforts,” 21 students answered with “Strongly Agree,” 44 answered with “Agree,” 26 answered with, “Neither agree nor disagree,” 9 answered with “Disagree,” and none answered with, “Strongly Disagree.” When given the statement, “I would be more inclined to volunteer if the funds I raised were automatically matched by another donor, 24 students answered with “Strongly Agree,” 55 answered with “Agree,” 19 answered with, “Neither agree nor disagree,” 2 answered with “Disagree,” and none answered with, “Strongly Disagree.” When asked, “Would you be more likely to donate time or money?” 91 students answered with “Time” and nine students answered with “Money.” When asked, “Have you ever visited the Radford Farmers Market?” 19 students answered with “Yes” and 81 students answered with “No.” When asked, “How important is the idea of environment and sustainability to you?” 27 students answered with “Very important,” 54 answered with “Important,” 16 answered with “Neutral,” three answered with “Unimportant,” and none answered with “Not important at all.” Below you will find charts depicting the findings based on our primary research.

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Gender

Gender

Male Female

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Age Range

Age Range

18-22 23-27 28+

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0102030405060708090

Ethnicity

Ethnicity

American Indian or Alaskan Native Asian

African American Native Hawaiian or Other Pacific Islander

Caucasian Hispanic

Other

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Class Standing

Class Standing

Freshman Sophomore Junior Senior Graduate Student Other

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70

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Student Organizations

How many student organizations are you currently affiliated with?

0 1 to 3 4 to 6 7+

0

10

20

30

40

50

60

Volunteer hours

How many hours do you typically volunteer during a given academic semester (15 weeks)?

Less than 5 hours 5 to 10 hours 10 to 20 hours More than 20 hours

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0

5

10

15

20

25

30

35

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45

Volunteer in a community garden

I would volunteer to work in a community garden to raise money for Radford University.

Strongly Agree Agree Neither agree nor disagree Disagree Strongly disagree

0

5

10

15

20

25

30

35

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Volunteer in a community yard sale

I would volunteer to work a community yard sale to raise money for Radford University.

Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree

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Inclined if deciding where funds are used

I would be more inclined to volunteer if I chose where the funds I raised were used.


05

101520253035404550

Inclined if given recognition

I would be more inclined to volunteer if I was given recognition for my volunteer and fundraising efforts.


17

0

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Inclined if donations were automatically

matched

I would be more inclined to volunteer if the funds I raised were automatically matched by another donor.

Strongly Agree Agree Neither agree nor disagree Disagree Strongly disagree

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Time or Money

Would you be more likely to donate time or money?

Time Money

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70

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90

Radford Farmers Market

Have you ever visited the Radford Farmers Market?

Yes No

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Environment and sustainability

How important is the idea of environment and sustainability to you?

Very important Important Neutral Unimportant Not important at all

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The following survey contains questions regarding your likelihood to participate in a Student Gift Giving Program at Radford University. Your responses are completely anonymous. By completing this survey, you affirm that you are at least 18 years of age or older and give consent to participate in the Public Relations Media and Campaigns research study.

1. My gender is: a. Male b. Female c. Other:_________

2. My age is: a. 18-22 b. 23-27 c. 28+

3. My race is or most closely to: a. American Indian or Alaskan Native b. Asian c. African American d. Native Hawaiian or Other Pacific Islander e. Caucasian f. Hispanic g. Other:_________

4. What is your current class standing at Radford University? a. Freshman b. Sophomore c. Junior d. Senior e. Graduate Student f. Other:_________

5. How many student organizations are you currently affiliated with? a. 0 b. 1-3 c. 4-6 d. 7 or more

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The following statements will be about your willingness to volunteer your time to raise money for Radford University.

1. How many hours do you typically volunteer during a given academic semester (15 weeks)?

a. Less than 5 hours b. 5-10 hours c. 10-20 hours d. More than 20 hours

2. I would volunteer to work in a community garden to raise money for Radford University.

a. Strongly Agree b. Agree c. Neither agree nor disagree d. Disagree e. Strongly Disagree

3. I would volunteer to work a community yard sale to raise money for Radford University.


4. I would be more inclined to volunteer if I chose where the funds I raised were used.


5. I would be more inclined to volunteer if I was given recognition for my volunteer and fundraising efforts.


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6. I would be more inclined to volunteer if the funds I raised were automatically matched by another donor.


7. Would you be more likely to donate time or money? a. Time b. Money

8. Have you ever visited the Radford Farmers Market? a. Yes b. No

9. How important is the idea of environment and sustainability to you? a. Very important b. Important c. Neutral d. Unimportant e. Not important at all

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Findings Our overall research led to many results regarding student giving to colleges and universities amongst college students. Our secondary research found that several higher education institutions do have student giving programs in place. Of the 12 institutions researched, seven have some form of program in place. We found that effective strategies that other higher education institutions use include student council boards, incentive programs, and interactive programs to show the students where the donations are going.

Our primary research was conducted among Radford University students. We conducted survey research among 100 random Radford University students. 76 students completed the survey on paper and 24 students completed the survey online through Qualtrics. Our findings included that 91% of those who completed the survey would rather donate time (volunteer) over money. We also found that 81% of those who completed the survey consider the idea of sustainability to be important to them.

Given the information we found from conducting both primary and secondary research, we believe that instituting a student gift giving program at Radford University could be very successful if the program allows students to donate time to raise money.

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Goals

1. To increase Radford University giving through current student participation

in revenue-generating volunteer activities 2. To provide a real-life application of classroom topics for students of any

major or discipline

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Objectives

1. To raise awareness by 50% about the importance and feasibility of the Radford University student giving program

2. To achieve 300 individual commitments of volunteering from students by the conclusion of the 2016-2017 academic year

3. To raise $1,000 for Radford University by the conclusion of the 2016-2017 academic year

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Strategies/Tactics

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Public Relations/Advertising

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News Release FOR IMMEDIATE RELEASE

Radford University Office of Student Giving to host Garden Day Radford, Virginia (March 16, 2016) – For the first time in its history, Radford University’s Office of Student Giving will host the first annual garden day. Students from all over Radford’s campus will come together to prepare the land dedicated for the garden in preparation for this year’s crop. “We are so excited to start this program. We feel that this is going to be a great way for students to give back to the university and the people of the community” said Mr. Smith, director of the Office of Student Giving. Once the plot of land has been prepared for planting, groups of students will help plant, water, and maintain the land until it’s time for harvest. These crops will then be sold at the farmer’s market and all of the money that is raised through the sales will go to improving Radford University and its environs. SoRad believes in the fundamental importance of philanthropy as it pertains to the progression of Radford University and higher education as a whole. More than 500 students contributed to the Radford Fund last year. These gifts strengthen Radford University's ability to serve students, faculty and staff through scholarships, teaching innovations and updated technology. Our supporters help ensure that every generation of Highlanders will share in the same experiences and have the same opportunities. We appreciate our donors. We work hard to educate our fellow students about the importance of philanthropy and to grow their relationship with our university.

###

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Greek Life Email November 18, 2015 To Whom It May Concern, The Radford University Office of Student Giving would like to extend an invitation to the PanHellenic Council and Inter-Fraternity Council to participate in Radford’s new student giving program, __________. This program is designed to encourage Radford University students to donate their time to the university’s community garden and/or community yard sale. The work done at each of the programs will raise money for the university. Radford University conducted research and found that students would be more interested in donating their time to the university rather than money. __________ allows students to gain volunteer experience, while also contributing crucial funds that will be used to enhance the overall learning experience for Radford University students for years to come. The community garden will give students a hands-on chance to learn about sustainability. The products grown in the garden will be sold to local vendors and the profits will benefit various Radford University educational programs. The community yard sale will encourage students to become ambassadors for the university and the less fortunate. Students will reach out to local residents for donations and sell items in-person and through an online hosting site. We hope that all of the volunteer work done for _______ can be used to satisfy requirements set forth by the organizations of the PanHellenic Council and Inter-Fraternity Council at Radford University. We foresee a lasting partnership between your organizations and the Office of Student Giving. All volunteer work will be documented by the university for student reference. If you have any questions or concerns please email [email protected]. Sincerely, Student Director, Office of Student Giving

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Student Media Email November 18, 2015 To Whom It May Concern, The Radford University Office of Student Giving would like to extend an invitation to the Student Media organizations to participate in Radford’s new student giving program, __________. This program is designed to encourage Radford University students to donate their time to the university’s community garden and/or community yard sale. The work done at each of the programs will raise money for the university. Radford University conducted research and found that students would be more interested in donating their time to the university rather than money. __________ allows students to gain volunteer experience, while also contributing crucial funds that will be used to enhance the overall learning experience for Radford University students for years to come. The community garden will give students a hands-on chance to learn about sustainability. The products grown in the garden will be sold to local vendors and the profits will benefit various Radford University educational programs. The community yard sale will encourage students to become ambassadors for the university and the less fortunate. Students will reach out to local residents for donations and sell items in-person and through an online hosting site. We hope that all of the volunteer work done for _______ can be used to satisfy requirements set forth by the organizations of Student Media at Radford University. We foresee a lasting partnership between your organizations and the Office of Student Giving. All volunteer work will be documented by the university for student reference. If you have any questions or concerns please email [email protected]. Sincerely, Student Director, Office of Student Giving

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Radford Athletics Email November 18, 2015 To Whom It May Concern, The Radford University Office of Student Giving would like to extend an invitation to the Radford University athletic teams to participate in Radford’s new student giving program, __________. This program is designed to encourage Radford University students to donate their time to the university’s community garden and/or community yard sale. The work done at each of the programs will raise money for the university. Radford University conducted research and found that students would be more interested in donating their time to the university rather than money. __________ allows students to gain volunteer experience, while also contributing crucial funds that will be used to enhance the overall learning experience for Radford University students for years to come. The community garden will give students a hands-on chance to learn about sustainability. The products grown in the garden will be sold to local vendors and the profits will benefit various Radford University educational programs. The community yard sale will encourage students to become ambassadors for the university and the less fortunate. Students will reach out to local residents for donations and sell items in-person and through an online hosting site. We hope that all of the volunteer work done for _______ can be used to enhance the overall success of the athletic programs at Radford University. We foresee a lasting partnership between Radford Athletics and the Office of Student Giving. All volunteer work will be documented by the university for student reference. If you have any questions or concerns please email [email protected]. Sincerely, Student Director, Office of Student Giving

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Student Body Email November 18, 2015 To Whom It May Concern, The Radford University Office of Student Giving would like to extend an invitation to the entire Radford University student body to participate in Radford’s new student giving program, __________. This program is designed to encourage Radford University students to donate their time to the university’s community garden and/or community yard sale. The work done at each of the programs will raise money for the university. Radford University conducted research and found that students would be more interested in donating their time to the university rather than money. __________ allows students to gain volunteer experience, while also contributing crucial funds that will be used to enhance the overall learning experience for Radford University students for years to come. The community garden will give students a hands-on chance to learn about sustainability. The products grown in the garden will be sold to local vendors and the profits will benefit various Radford University educational programs. The community yard sale will encourage students to become ambassadors for the university and the less fortunate. Students will reach out to local residents for donations and sell items in-person and through an online hosting site. We hope that all of the volunteer work done for _______ can be used to forward your personal, professional, and academic endeavors through philanthropy. All volunteer work will be documented by the university for student reference. If you have any questions or concerns please email [email protected]. Sincerely, Student Director, Office of Student Giving

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Donor Email November 18, 2015 To Whom It May Concern, The Radford University Office of Student Giving would like to announce the establishment of Radford’s new student giving program, __________. This program is designed to encourage Radford University students to donate their time to the university’s community garden and/or community yard sale. The work done at each of the programs will raise money for the university. We are reaching out to local donors for donations to make this program a success. Radford University conducted research and found that students would be more interested in donating their time to the university rather than money. __________ allows students to gain volunteer experience, while also contributing crucial funds that will be used to enhance the overall learning experience for Radford University students for years to come. The community garden will give students a hands-on chance to learn about sustainability. The products grown in the garden will be sold to local vendors and the profits will benefit various Radford University educational programs. The community yard sale will encourage students to become ambassadors for the university and the less fortunate. Students will reach out to local residents for donations and sell items in-person and through an online hosting site. We hope that all of the volunteer work done for _______ can be used to forward the personal, professional, and academic endeavors of Radford University through philanthropy. We genuinely hope that you will consider donating supplies, land, or other necessary resources to make this program a success for Radford University for years to come. If you have any questions or concerns please email [email protected]. Sincerely, Student Director, Office of Student Giving

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Internal Memorandum

TO: Radford University FROM: The Office of Student Giving DATE: March 16, 2016 SUBJECT: Radford University Garden Day The Office of Student Giving at Radford University will be hosting its yearly garden clean up day on March 25, 2016. Please come out and prepare the garden for this spring season.

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TV Ad The television advertisement will be shown in local news outlets across the state of Virginia. This will reach the parents and families of the majority of Radford University students and encourage them to get their children involved.

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Media Recommendations

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Website The website will be a satellite site off of the homepage of the university’s homepage. It will be the main source of information for anyone who would like information on the student giving program. Students will be able to register for volunteer opportunities here as well.

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Flyer

LEARNHOWTOGIVEBACKTODAY.

- GetinvolvedwithgivingbacktotheUniversitywhileyouarestillhere.- ParticipateintheUniversityGardentohelpraisemoney.- Canpickwhichpartoftheuniversityyouwantyour

contributionstogoto- Seethebenefitsthatyouhelpedcontributewhileyouare

stillatRadford.

- VolunteertimeinsteadofmoneytogivebacktoRadford.

- ParticipateinthenewUniversityGardentohelpraisemoneyforanysectionoftheuniversitythatyouchoose.

- CandonateasmuchtimeasyoupleaseandcanraiseasmuchmoneyyouwantfortheUniversity.

HOWTOGIVE

Learnmoreonoursocialmediapages…

- Twitter:@radfordstudentgiving- Facebook.com/radfordstudentgive

OrcontacttheOfficeofStudentGivingoncampus.

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Twitter Page The Twitter account will be used to reach students. By tweeting engaging content about volunteer opportunities, as well as, interacting with Radford University students the account will be a useful tactic in making the student giving program relatable.

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Facebook Page The Facebook account will be used to reach students. This tactic will be used as a forum through which stories of success from volunteer experiences will be shared. Information about the program and other volunteer opportunities will also be shared through the account.

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Budget

The budget outlines the expenditures for the student giving program. In total, the program will have annual expense cost of $5,000. The majority of the costs for the program will be covered by donations from the local community (land, supplies, etc.) However, supplies and a location for the garden will be needed ($1,000). The program will also need to do promotion on-campus. Student media and social media promotion will be free of charge. T-shirt giveaways are always popular, so giving away t-shirts will cost roughly $4,000.

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Evaluation

To evaluate the success of our campaign we will use the data gained from our measurable objectives, as well as, the amount of overall revenue gained from the student giving program. It is important the metrics are put into place so that the overall effectiveness of the campaign and student giving program can be monitored. This way necessary alterations can be made if necessary. The metrics we will use to evaluate our campaign include:

• Amount of students enrolled in the student giving volunteer program • Amount of likes, followers, and other engagement our social media sites

receive from the target audience (Radford University students) • Amount of website views from the www.radford.edu homepage • Overall amount of money raised by the volunteer program

We hope that our campaign will reach Radford University effectively and encourage all students to participate in the student giving volunteer program. The program will allow students to gain valuable volunteer and real-life experience while helping the local community and raising funds for Radford University.

Radford Student Giving PR Campaign

Documents

Transcript of Radford Student Giving PR Campaign