Plans Book

Presented tO

Cross-Lines Community Outreach, Inc. Presented On thursday, december 9 2010

Team BLUE Flair Agency

Rachel Anderson Suzi Barnes Lauren Fournier Lauren Fulton Maggie Kufahl Abby Leeper

Statement of purpose
As a results-driven agency, our mission is to provide creative solutions using accurate research, genuine enthusiasm and a professional flair.
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table of Contents
executive summary List of Figures and tables situation Analysis sWOt Analysis strategic Plan Creative Plan Media Plan timeline evaluation Measures Budget 5 7 9 27 29 34 49 54 56 60

Cross-Lines, as many stories as the people who come here.

-Theresa Swartwood, Director of PR and Marketing, Cross-Lines Community Outreach

Executive Summary

executive summary
The purpose of this strategic campaign is to increase the brand awareness of Cross-Lines Community Outreach, and to eventually increase the number of new donors and amount of donations in the next year. In order to reach this goal, Flair Agency proposes three steps: to create, to establish and to maintain the Cross-Lines brand. The target for this campaign focuses on four different audiences within the greater Kansas City area: young professionals, businesses, young mothers and religiousbased organizations. After extensive primary and secondary research, it became clear that Cross-Lines lacks any recognizable brand identity in the community. The number of new donors will not increase without a proper branding campaign. Funding can only follow after a distinct strategic branding campaign has been executed properly, and brand awareness has increased. The research conducted for this campaign demonstrates a great opportunity for growth. New web design and a surge in promotional activity will attract more people from the greater Kansas City area to Cross-Lines. Proposed tactics created to increase brand awareness and eventually influence donations include: magazine print advertisements, social media advertising, billboard displays and radio spots. In order for these tactics to reach their maximum potential, CrossLines must first and foremost re-design and continuously maintain the website. This is mandatory since all advertising directs potential donors to their website.
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List of Figures and Tables

List of Figures and tables

F-1 MAP - Counties in the greater Kansas City area. F-2 GRAPH - Percentage of respondents who have seen Cross-Lines logo. F-3 GRAPH - Percentage of respondents who plan to donate to a not-for-profit in the next year. F-4 PHOTO - Organizations office on the Cross-Lines campus. F-5 LOGO - United Way F-6 PHOTO - Cross-Lines sign F-7 PHOTO - Cross-Lines garden with volunteer F-8 PHOTO - Cross-Lines thrift store clothing racks F-9 GRAPH - Where respondents hear about not-for-profits F-10 LOGO - Cabelas F-11 LOGO - Kansas City Chiefs F-12 GRAPH - Respondents who wish to receive email F-13 LOGO - Catholic Charities of Kansas City F-14 SLOGAN - City Union Mission F-15 LOGO - City Union Mission F-16 LOGO - Ride to the K F-17 LOGO - Kansas City Royals F-18 LOGO - Habitat For Humanity F-19 LOGO - Salvation Army F-20 GRAPH - Wyandotte Total Population by Age and Sex F-21 PRINT AD - Charitable Giving F-22 PRINT AD - Prom Clothing Drive F-23 PRINT AD - Holiday Giving F-24 FACEBOOK AD - Nominated by KUMC F-25 RADIO SCHEDULE F-26 BILLBOARD - One Step Closer to Optimism F-27 ILLUSTRATION - Promotional tote F-28 ILLUSTRATION - Pen F-29 ILLUSTRATION - Magnet F-30 LOGO - Sporting Kansas City F-31 ILLUSTRATION - Cowtown Marketing before and after screenshot

Situation Analysis

situation Analysis Problem Identification

Key problems were discovered after the initial meeting with Cross-Lines Community Outreachs (Cross-Lines) Executive Director Roberta Lindbeck, Director of Public Relations and Marketing, Theresa Swartwood, and Board Chair Tom Larsen. Problematic issues include decreased donations, website inefficiencies and unexplored target audiences.

neW dOnOrs
Cross-Lines would like to see donations from new sources. Lindbeck mentioned that the under-thirty generation was more concerned with fun than money but demonstrates strong social community engagement. Lindbeck notes that this age group is not known for caring much about prestige. The majority of this group, however, does not have the financial resources that older current donors possess. Businesses are a difficult target audience for Cross-Lines but are sometimes the most worthwhile. Businesses tend to support causes for children. Representatives of Cross-Lines indicated that a childs face is the easiest way to sell a potential donor on a program and has been successful at getting businesses to donate for the back-to-school and Prom Clothing Drive. Other areas, however, still lack adequate funding.

pared the Cross-Lines website with that of Catholic Charities of Northeast Kansas, they would see a much more professional and detailed account of who the organization is and what they do. Cross-Lines representatives stated, We dont use the web as much as we should, and confirmed that they are aware that the site is not user-friendly. Online donations account for less than three percent of overall donations. Cross-Lines would benefit from a more polished look and possibly from utilizing more social media opportunities such as Facebook and Twitter.

BrAnd AWAreness
Cross-Lines lacks audience awareness and brand recognition by people in the greater Kansas City area. Churches are familiar with the organization and churchgoers serve as the charitys best bet, with currently 12 major contributors, according to a CrossLines representative. Survey research, however, has shown that brand awareness and recognition of the business logo is close to zero.

sOCIetAL Issues:
Cross-Lines also faces a problem surrounding donor stereotypes. These stereotypes make potential donors hesitant to give money. Swartwood discussed common stereotypes: that homeless, poor individuals are simply lazy and should get a job. Another includes the idea that Cross-Lines could be serving illegal immigrants. Survey research proved that these stereotypes are active in the minds of greater Kansas City residents. Several survey respondents reinforced these stereotypes. For example, when asked why they thought there was so much poverty in KC, one respondent stated, Sometimes people do not help themselves or work hard. On our Cross-Lines site visit, staff members mentioned that these stereotypes have impacted the search for new donors. The organization claims to be very transparent with spending records and annual reports, but both are currently unavailable on the website. Both Lindbeck and Swartwood
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WeBsIte:
Another evident problem that might add to the lack of donations is the website layout. Cross-Lines accepts online donations, however, there are inconsistencies in the overall website design. One page states that the nonprofit is not currently able to process donations online, yet a Donate Online tab and transaction information is present on another page. The appearance and copy editing of the overall website appears outdated. The website presentation might avert potential donors from giving due to managerial inconsistencies. If potential donors com-

eCOnOMIC stAte
The current state of the economy has caused all groups to pull back on donations. This has been noticed in donation amounts and event attendance (Cross-Lines). In the past, organizations were known to purchase entire tables at the Cross-Lines annual gala, but recent trends show that only one or two representatives from businesses now attend. Organizations simply do not possess the same amount of resources as seen in previous years.

claim donors can easily be shown exactly where funds are going, and that the organization sends out acknowledgements for confirmation. This might be easily avoided by openly showcasing spending records on the Cross-Lines website.

Client Information
IntrOduCtIOn Cross-Lines is a not-for-profit organization as qualified under Section 501(c)(3) of the Internal Revenue Code. The organization started in 1963 by a group of concerned citizens and ministers to improve the lives of the poor in the local community. The organization was incorporated in 1965, and since that time has provided a daily assistance for at-risk families, the elderly and individuals. Its mission is to provide people affected by poverty with basic services and opportunities that encourage self-confidence and self-sufficiency. (Organization website) The vision statement is: All people in Wyandotte County are empowered to meet their own needs without the reliance on social services, (Organization Brochure). LOCAtIOn: Based in Kansas City, Kan., Cross-Lines primarily targets Wyandotte County, in which 19 percent of residents are close to or under the poverty level (U.S. Census Bureau). It also provides services to the Kansas City metropolitan area as a whole, including both Leavenworth and Johnson Counties. The organization is run on a campus comprised of five buildings, with an additional building elsewhere that serves as a community warehouse.

F-1, MAP: Illustrates the make-up of counties in the greater Kansas City area.

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F-2, GRAPH

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F-3, GRAPH

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history as a religious organization, as well as the logo, could deter potential non-religious donors. With artistic license, the logo could be altered, but the two agree that the brands logo is, pretty much set. Swartwood claims that the logo successfully encompasses the history of Cross-Lines, saying, It describes what we do and what we have always done (Site Visit at Cross-Lines).

AFFILIAtIOns:
Cross-Lines is affiliated with Kansas East Conference of the United Methodist Church as well as United Way. United Way is an organization that focuses on supporting children, youth and families. Contributors can donate to United Way in order to help non-profits, like Cross-Lines, along with other organizations, grow and better serve their targeted clients. United Way takes donations and distributes them to their affiliates, and they can also choose to invest in their affiliates. United Way partners with 120 agencies to decide where to give funding, based on certain measurements and requirements that an affiliate must meet. United Way only keeps 17% of donations for overhead and administrative costs. They seek to maximize the money that can be given to organizations and people who need it. (United Way)

F-4, PHOTO: Exterior of Cross-Lines Community Outreach

LOgO:
Cross-Lines uses a logo that is intended to represent crossing boundaries and state lines. The charity provides services for people in both Kansas and Missouri, as well as people of all races and religions. Lindbeck and Swartwood claim the logo has remained the same ever since Cross-Lines began decades ago, and are hesitant to make any changes. Although the logo is intended to represent crossing barriers of all kinds, to survey participants the logo appears to represent a cross and religious entity. In particular, the top and bottom parts of the lines crossing, extend out, appearing not so much as a road but as religious iconography. Cross-Lines

PrOgrAMs:
Cross-Lines specializes in four categories of programs, maintained by the organizations
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F-5, LOGO: United Way

14 key staff members, as well as daily volunteers. These include Emergency Assistance, Food Pantry, Hunger Relief and seasonal Highlight Programs (Organization Website). The Emergency Assistance program requires the most funding and a high degree of managerial attention. The program provides families and individuals with basic necessities and assistance with the costs of living. Utility and rent assistance is available to families who qualify for help. Cross-Lines also works with the Homelessness Prevention and Rapid Re-Housing Program (HPRP) on a twoyear grant from the government to assist clients quickly to prevent potential homelessness. These clients must be qualified by requirements set by the government. Recipients of Emergency Assistance must provide a photo ID, proof of current income (check stubs, SRS or SSI printout), proof of address (bill or mail received within last 30 days), as well as one of the following for each family member: ID, social security card, birth certificate or vaccination record (Site Visit). Showers and laundry facilities are available. Cross-Lines provides a clean pair of clothing for people after they have showered, so they do not have to put dirty clothes back on. This way, they can stay clean after they have showered and be able to wash all of their clothes during their visit at Cross-Lines. Additionally, a monitored medicine cabinet is available upon need.

Breakfasts are served Monday through Saturday at the Community Annex. Meals are prepared by Cross-Lines staff and typically feed between 100 and 125 people in a buffetstyle setting daily (Class Discussion With Cross-Lines Representatives). Hot lunches are provided Monday through Friday each week. This is prepared in the Cross-Lines annex.
F-6, PHOTO: Sign outside the Cross-Lines community garden. Taken on Sept. 23 site visit by Lauren Fulton.

Another focus of Cross-Lines is Hunger Relief. This program feeds the hungry while also addressing the long-term affects of malnutrition on children and adults. No one is

Cross-Lines Community Annex by various individuals and churches that donate both time and food. Typically 275-300 people are served for lunch. Brown bag lunches are available for clients unable to attend the Hot Lunch program. No one is ever turned away hungry (Class Discussion). A food pantry provides three to five days of free groceries to qualified participants in emergency situations. This is especially helpful for families who need assistance near the end of the month when money is running thin. Groceries are given during a monthly commodity distribution to the elderly, homebound and single mothers with children living in Wyandotte, Leavenworth and Johnson counties. Also, Cross-Lines has a garden, which yields four tons of food per season. The garden is kept up by volunteers, a few of which the organization allows to own and manage a plot. With the yield from the growing space, that person is able to sell the produce in Farmers Markets across the metropolitan area in order to supplment their income. Food from the garden is used by the kitchen
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F-7, PHOTO: Volunteers working in the Cross-Lines garden. Source: Urban Farming.

turned away from the organization when hungry and no requirements for assistance must be met. Cross-Lines distributes approximately one million pounds of food each year through its specific programs.

staff to make breakfast and lunch and is given to the food pantry to distribute. Any leftover food is given to those tending the garden or sold at the Farmers Market for $1 a pound (Site Visit). The third focus of Cross-Lines is the Thrift Store. The store assists low-income families in buying needed household items at a reduced rate. Thrift Store hours are Monday through Thursday, 9:00 a.m. - 4:30 p.m.; Friday, 9:00 a.m. - 4:00 p.m. and Saturday, 9:00 a.m. - 3:00 p.m. All revenue earned by the Thrift Store goes directly to support operation costs and current programs, as the store is operated by volunteers and all items are donated. The Thrift Store sells household items needed by the average family-- furniture, dishes, clothing, computers, bedding, major appliances and more. Donations can be made at the Thrift Store location, as well as the option for large items to be picked up from the house of the donor. Cross-Lines utilizes a moving truck to pick up larger donations. Donors simply make an appointment and volunteers arrive to pick up larger items such as refrigerators or pool tables (Organization Website). The Thrift Stores low prices allow clients to buy more of what they need for less. The Thrift Store only sells clothing that is considered wearable-- all donated clothing unfit for sale is used in other ways or donated to other organizations in need. A complete outfit may be purchased for just $10. Cross-Lines prides itself on the quality

are given a voucher to the Thrift Store which provides them with a new outfit or school uniform. In fall 2010 Cross-Lines distributed 1,004 backpacks to income-qualified students from pre-kindergarten to junior college grade levels (September/October Newsletter). In the fall, donations are accepted for the Christmas Store. This program, beginning December 6, enables specific families and individuals the ability to shop for gifts. While shopping, participants receive a full outfit, toys for children, household items and a holiday meal complete with a holiday hen. This is seen as a unique program because the process preserves the dignity of consumers. The set-up allows parents to choose what they like, as opposed to being allotted certain items. The organization also offers classes to those affected by poverty. The two classes taught in 2010 were Nutrition and Budgeting. Both classes are held in the Community Annex and are taught in both English and Spanish. The nutrition classes focus on healthy ways to prepare meals. The food made during the class is sent home with the participants, as is an additional bag of groceries. This provides incentives to attend the class. The budgeting class is also provided by the organization. It is a small-setting class, heavily focused on the privacy of individuals. Cross-Lines believes that this class will be very difficult to gain attendance, as this does not offer the same kind of incentives to its participants. (Class Discussion).
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of the clothing sold, and even has a full-time worker who wears only
F-8, PHOTO: Clothing racks at the Cross-Lines Thrift Store. Taken on Sept. 23 site visit by Lauren Fulton.

Thrift Store clothing while in the office at Cross-Lines. (Site Visit). Cross-Lines also has Highlight Programs. These are programs that are conducted seasonally. Early in the year, donations are accepted for the prom clothing recycling program. Trendy dresses and suits/tuxes are distributed free of charge to the students of six local Wyandotte County high schools during the spring prom season. Cross-Lines helps make prom a special night for teens whose families are affected by poverty. During the summer, donations are accepted for the school supply distribution program called Kits for Kids. This program gives youth durable backpacks filled with brand new school supplies. Additionally, recipients

AddItIOnAL PrOgrAM InFOrMAtIOn:

Along with its formal programs, CrossLines also provides licensed counselors and referrals to other organizations for job training, mental health services, drug and alcohol treatment and day care. Cross-Lines does not provide dentist appointments, immunizations or physicals, and does not have doctors on staff. For any programs that CrossLines does not provide, staff members work with clients to refer them to organizations that can help with their needs. It is very important to Cross-Lines that they not duplicate programs and services that other organizations can provide. For instance, Cross-Lines is the only organization in Wyandotte County that has an annual prom dress drive. The organizations theory is that if no one else has instituted a needed program, there is no reason why they shouldnt begin one. Currently, the organization is working toward raising a higher level of donations for childrens uniforms. Again, Cross-Lines is the only nonprofit organization that provides this service. (Class Discussion). Cross-Lines strives to reach the full demand of all clients.

F-9, GRAPH

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FundrAIsIng:
Various fundraising throughout the year. events take place

An annual gala is held at Lake Quivira in October. Invitations are sent to all board members and past donors (including businesses and corporations). This is a formal event which typically hosts around 300 attendees who pay $125 per ticket to attend (Class Discussion). Additionally, to receive further donations, silent and live auctions are held consisting of donated items. The organization raised $60,000 during the 2010 annual gala. The money raised goes towards operational costs of the facility. Cross-Lines has said they could send out more invitations for this event, but people are not likely to come to a formal event for an organization that they are not aware of. With increased awareness, more invitations could be sent, and in turn, a bigger profit could be made. In the past, a plant sale has been organized in the early spring months. This typically earns around $10,000 per year and is manned by volunteers. Representatives of Cross-Lines say that word of this event does not reach many people, which limits donations.

spent around 70 percent of all funds on program expenses (GKCCF), but says that its most considerable expenses are utilities (September/October Newsletter). In the last few years the organization has come close to, or gone over, their budget consistently (GKCCF). Lindbeck said that because of the current state of the 2010 economy, the organization has $10,000 less revenue than in past years.

VOLunteers:
Big name organizations that contribute to Cross-Lines include the Kansas City Chiefs and Cabelas, a sporting gear outfitter located in Kansas City. Both the Chiefs and Cabelas donate their time in the kitchen. Cabelas hosted a canned food drive outside its store in Kansas City that benefited CrossLines. (Site Visit)

reVenue And exPenses:

The organizations total revenue was $937,283 in 2008, while its total expenses were $960,862-- needless to say, the organization overspent its budget. Of the revenue, $449,446 came from foundation and corporation contributions. The top three funding sources for the organization in 2008 were $50,000 from the Hall Family Foundation, $39,535 from the James Neal Miller Family Trust and $25,000 from the Sunderland Family Foundation (GKCCF). Cross-Lines prefers contributions to be unrestricted, but will accept funding only directed at a particular issue (September/ October Newsletter). Donations are accepted via Paypal online and postal mail from individual donors. Cross-Lines encourages its donors to participate in employer matching gift programs. Many businesses in Kansas City offer this program. Cross-Lines takes matching gifts from employers and puts donations into the general fund, unless it is specified otherwise (Organization Website).
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F-10, LOGO: cabelas.com

FInAnCes:
The projected revenue for the year 2010 is $1.2 million dollars. (Greater Kansas City Community Foundation) They plan to spend every penny on program expenses, fundraising and needed administrative expenses including utilities. In the past few years, the foundation has consistently

PrOMOtIOn MethOds:
Cross-Lines currently promotes its events and services through its website, newsletter, event calendar and two appeal letters that are sent out bi-annually to anyone associated with CrossLines, including volunteers or donors. People are also exposed to Cross-Lines through churches and events where the organization is present with its display board (Site Visit). A volunteer of the organization recently produced a DVD to showcase some success stories of people that CrossLines has helped. This DVD was shown during the 2010 Gala to all in attendance. Although video has been posted on YouTube, the organization has no other plans for the DVD at this time.

F-12, GRAPH F-11, LOGO: kcchiefs.com

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Climate Analysis
POLItICAL/eCOnOMIC
The Community Solutions Initiative The Community Solutions Initiative is a three-tiered mission to better American lives directly through communities. One of these mission areas is to Promote Service as a Solution and Create a New Generation of Leadership. Specifically, this mission challenges Americans to serve their communities and create a new generation of leaders to tackle challenges. The Obama Administration strives to broaden opportunities for service around the nation and to foster a positive outlook on community service from volunteers, citizens and community leaders. The Federal Agency committed to meeting this goal is the Corporation for National and Community Service (CNCS). According to the Office of Social Innovation and Civic Participation website the guiding principles are as follows: Build a new foundation for growth Drive service as a solution Expand opportunities to serve Build enduring capacity Embrace innovation Shared responsibility In June of 2009, First Lady Michelle Obama launched United We Serve, at CNCSs National Conference on Volunteering and Service. This culminated in the first ever National Day of Service and Remembrance on September 11. CNCS also launched Serv.gov, which can help people to find service projects in their communities or to develop their own programs. United We Serve lists these guiding principles for its service initiative: Engage more volunteers on a path to sustained service Provide easy-to-use online tools Ask Americans not just to serve, but to lead Create new partnerships that bring communities together Policies for not-for-profit organizations are federally regulated by the IRS through the Income Tax Act (tax exemption) and the Excise Act (goods and services tax). However, all levels of government can pass laws that govern nonprofits - for example, cities provide licences for non-profits. Policy is also affected through lobbyists on behalf of nonprofits. Non-profits are also regulated by a board of directors, private watchdog groups (such as United Way), state charity regulators, donors and members and the media (BoardSource). Non-profit organizations receive operational funds from several venues including grants (state and local), foundational support, charitable lenders, fundraisers, donations, and providing goods and services. By definition and by law, nonprofits cannot distribute any proceeds to pay any owner(s)/ shareholders of the organization (Free Management Library). Charitable non-profits are growing significantly on a national scale. Over the last ten years, public charities have increased 60 percent (upwards of 850,000) and foundations have increased 70 percent (above 100,000). As these nonprofits increase, so does the competition and qualifications for federal and local grant money.

The American Recovery and Reinvestment Act: Targeting hunger, the act includes a $20 billion increase for SNAP (formerly Food Stamps) Increasing funding by $1 million for the Community Services Block Grant Features increased income support for unemployment insurance recipients and Social Security purposes Supports homelessness prevention funds

hOW the eCOnOMy reLAtes tO CrOssLInes

The struggling economy has negatively effected non-profit organizations. According
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to Lindbeck, Cross-Lines has seen a drop in donors. Lindbeck stated that donation amounts from current donors have either decreased or become stagnant as a result of the failing economy. Other nonprofit organizations have seen a drop in donations as well. In 2009, United Way saw a 5% decrease in donations from 2008. In the past two years, United Way experienced a 10% decrease in total donations (Philanthropy).

Cross-Lines competition partners with well-known local organizations, engages in social media and have catchy slogans (Your City, Your Mission) that help establish a brand.

sOCIAL enVIrOnMent
As mentioned previously, one of the biggets problems facing Cross-Lines is stereotypes. Cross-Lines is located in a highly Hispanic area and donors worry that their money is going to help illegal immigrants. This may stop some donors from donating. The food kitchen does not require any legal documentation. Other programs such as rent and utility assistance require legal paperwork. Another stereotype Cross-Lines faces is the attitude of some that the homeless should just go out and get a job, when its just not that easy (Site Visit). There are many contributing factors that result in homelessness that are often overlooked. Cross-Lines has mentioned that it wishes to change these perceptions of its clients.

where they would like the money to go, and make donations in honor or memory of some one and leave a comment if they like. Letting donors create a donation in memory of some one creates another reason for people to donate. They can also create a username and password that allows them to become a part of Catholic Charities. They can use this service to set up having a monthly donation automatically taken out of their account. This could be a feature that Cross-Lines could use so they could increase donor retention. Contact Catholic Charities also has an urgent care phone number listed on their website. Social Media Catholic Charities uses social media with accounts on LinkedIn, Facebook and Twitter. These websites may help Catholic Charities reach a younger and more professional crowd. Another competitor of Cross-Lines is City Union Mission. This Christian-based charity is located in Kansas City, Missouri.

F-13, LOGO: catholiccharities-kcsj.org

COMPetItIOn
Competition for Cross-Lines Community Outreach is any nonprofit organization that people could donate to instead of Cross-Lines.

A main competitor is Catholic Charities of Kansas City-St. Joseph. This is a faith-based organization located in Kansas City, Missouri. This charity provides services for impoverished individuals and families, educational programs, care for those with health issues and services for the elderly. Though named Catholic Charities, 75% of its client base is not Catholic. In 2008 - 2009, it provided services to over 165,000 people. On its website, it lists that it helps both Catholic and non-Catholic people in need. CrossLines could put something like this on its site so that it is not only branded as a religious organization. Website It has a more professional website that allows visitors to donate online. Donors can specify

F-14, LOGO: cumission.org

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Programs City Union Mission offers services similar to Cross-Lines and Catholic Charities of Kansas City-St. Joseph and Kansas. City Union Mission offers an Emergency Family Shelter, drives, a thrift store, medical services, rehabilitation and transitional living programs, educational classes and a hot-line that locates homeless shelters for those in need. City Union Mission focuses a great deal on providing ministry for their clients, including faith-based counseling and discussions. City Union Mission has an Opportunity Farm that serves as a haven for men to live and work, as well as a youth center and a summer camp for low-income children. It also partners with businesses and other organizations.

Donations Some individuals choose to do a write in nomination of City Union Mission...in their United Way pledge, and United Way disburses the collected donations to us after processing (City Union Mission). City Union Mission also provides information on how one can donate via estate planning. Branding City Union Missions slogan is Your City, Your Mission. This indicates that it is branding itself as a localized charity, designed to draw in donations from those in the area. City Union Mission uses social media by being active with Twitter and Facebook (City Union Mission). Audiences City Union Mission has targeted a philanthropic audience that Cross-Lines has notsororities and fraternities. Beta Sigma Phi will be volunteering at City Union Mission for its service project. So far, Beta Sigma Phi has helped City Union Mission get muchneeded hygienic supplies. The Royals have also partnered with City Union Mission for its annual Ride to the K (City Union Mission). Catholic Charities of Northeast Kansas has a website, but it is currently under construction and difficult to navigate, much like Cross-Lines website. Catholic Charities sends its newsletter electronically instead of through the mail.

Catholic Charities has a donation program that Cross-Lines has expressed great interest in offering. It is called the Legacy Society and it allows donors to create a planned after-life donation. This program allows donors to give through wills, retirement plans or insurance policies. Another program that Catholic Charities offers that Cross-Lines does not is a vehicle donation. Acceptable items include cars, trucks, motorcycles, boats and RVs. Catholic Charities does have a pick-up program, just like Cross-Lines, but a $50 donation is recommended (Catholic Charities of Northeast Kansas).

F-15, LOGO: cumission.org

Finances Its budget for the 2010 fiscal year is $7,177,000. As of June 2010, City Union Mission received $6,354,941 in donations (City Union Mission).

F-16, LOGO: kansascity.royals.mlb.com/kc/ticketing/ ridetothek.jsp

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AFFILIAtIOns
The Kansas City Royals currently hold a Catholic Charities Committee of Young Patrons night where a portion of the money from tickets will go toward helping out the Catholic Charities. This includes the Shalom House, Kansas Citys only all-male shelter that currently has no air conditioning (Royals Baseball). This partnering helps get the word out about Catholic Charities and is an easy way for people to help out. Habitat for Humanity is an international ecumenical Christian nonprofit organization that aims to provide affordable living for those in need. Through a wide variety of projects, Habitat has successfully branded itself with a clear mission and an established name in the nonprofit sector. Founded in 1976, Habitat now utilizes a variety of media to communicate to clients, volunteers and donors. Habitat maintains a comprehensive and user-friendly website with well-organized information about the organizations vision, goals, finances, programs and donations (Habitat for Humanity). The organization also uses several social media outlets including Facebook, Twitter, LinkedIn and YouTube. The logo is modernized and appeals to a large range of audiences with a simple and colorful design.

F-17, LOGO: habitat.org

F-18, LOGO: kansascity.royals.mlb.com

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Like Cross-Lines, The Salvation Army was founded by a former minister under a mission very closely tied to religion. The organization even started under the name The Christian Mission in 1878 (Salvation Army). The movement has expanded all over the world, aiding in social work, disaster relief, as well as aiding the poor, elderly, sick and addicted. The Salvation Armys website appears much more religiously linked than Cross-Lines, yet its logo does not make that known. Background and the organizations name defines the logo, but the actual icon itself doesnt isolate any types of viewers. Non-religious potential donors wouldnt automatically sense the deep religious affiliation. The Salvation Armys slogan, Doing the most good, is simple, yet relatively universal. The website is simple to navigate and online donations can be made fast and easily. The Richards Group advertising agency implemented an interactive web design campaign for the nonprofit, that reflects one of Cross-Lines goals: to make the stories of those theyve helped heard. For The Salvation Armys Adult Rehabilitation Centers, an eyecatching, emotional homepage was created that includes the faces of 15 consumers. By clicking, testimonials of those consumers experiences become available. Although Cross-Lines is a much smaller organization, the nonprofit would benefit, as Swartwood said from, more depth (Site Visit).

F-19, LOGO: salvationarmyusa.org

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Audience Analysis
BusInesses In the greAter KAnsAs CIty AreA
Most businesses have the financial means to make a contribution. According to the University of San Diego, businesses donate over three billion dollars each year (Navarro).

yOung PrOFessIOnALs
A diverse donor age group is important to continue the donation cycle. Cross-Lines must begin to target a younger age group to that these donors will replace more mature donors in time.

volunteer their time to charitable causes. In this survey it was found that among people earning $75,000 or more per year, 96 percent say they donated money to a charity last year. This is lower among those earning between $30,000 and $75,000 per year, at 90 percent, and those earning less than $30,000 per year, at 74 percent. Also, 76 percent of those earning $75,000 or more per year volunteered their time for a cause last year, while 61 percent of those earning between $30,000 and $75,000 per year and 52 percent of those earning less than $30,000 per year, did so (Carroll).

Wyandotte residents have Cross-Lines Community Outreach in their own backyard. Their charitable donations will stay in their neighborhood which gives them the ability to donate to a cause they can see. Johnson country residents are just around the corner, and as the county is ranked the nineteenth highest median household income in the U.S., its residents are able to donate more (U.S. Census Bureau).

reLIgIOus OrgAnIzAtIOns In the KAnsAs CIty MetrOPOLItAn AreA:

Cross-Lines currently has 12 churches in the Kansas City area that are major contributors to its cause (Class Discussion). These organizations are filled with members who donate their time and money to the CrossLines organization. According to a lifestyle survey by Gallup, frequent churchgoers are substantially more likely than those who seldom or never attend services to donate their money (89 percent vs. 36 percent, respectively) or time (72 percent vs. 13 percent) to religious organizations (Carroll).

F-20, GRAPH:

WOMen In the greAter KAnsAs CIty AreA WIth A dIsPOsABLe InCOMe

According to a Gallup survey, Americans residing in higher-income households are much more likely to donate money and
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Cross-Lines is an organization of people helping people.

-Tom Larson, Board of Directors Chair, Cross-Lines Community Outreach

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SWOT Analysis

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sWOt Analysis
strengths:
Cross-Lines mission statement is well defined Dedicated staff Loyal donors Good intentions of social service Track record of success An online presence Consistent values and purpose Prominent logo with visibility Cross-Lines promotional video

WeAKnesses:
Insufficient brand recognition Unfamiliar even to past donors Underutilized opportunity to promote Inconsistent communication with donors Online presence needs more visibility Newsletter needs improvement Dependence on funding from elderly donors Not utilizing resources for accurate research Hesitant to change organizations view for the future

OPPOrtunItIes:
Draw news media attention to the issue of poverty in Kansas City Recent developments in donor software Height in giving during holiday and tax return season Grant opportunities at the local and state levels Growing social media popularity Increase in media channels Chance to attract younger donors

threAts:
Weakened economy Donations to not-for-profit organizations have decreased in the US overall in the last few years Competitors Stereotype of poverty in Kansas City Perception of the logo as a strictly religious entity Decrease in new donors over the last year Increased restrictions by the government on not-for-profit organization

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Strategic Plan

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strategic Plan
First Goal: Create a recognizable brand of Cross-Lines Community Outreach in the greater Kansas City area. Objective Increase brand awareness to 40 percent of 625,508 (2009 KCK + KCMO population according to census.gov population finder) which equals 250,203 people. Strategy Re-create Cross-Lines website so that it is more userfriendly and transparent.Also, surge promotional activity in the first half of the year with radio advertisements, print advertisements and promotional items.

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Second Goal: Establish top-of-mind awareness of CrossLines Community Outreach as the premier not-for-profit local organization in the greater Kansas City area. Objective See a significant increase in donations, volunteering and recognition of Cross-Lines within the first half of the year 2011. Strategy Continue to increase promotional activity in the first half of the year 2011 with radio advertisements, print advertisements and promotional items.

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Third Goal: Maintain Cross-Lines Community Outreach brand awareness in the greater Kansas City area. Objective Sustain the increase in brand awareness through the second half of the year 2011. Strategy Continue promotional activity in the second half of the year 2011 with radio advertisements, print advertisements and promotional items, as well continual website maintenance.

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Its all about preserving the dignity.

- Roberta Lindbeck, Executive Director, Cross-Lines Community Outreach

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Creative Plan

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Creative Plan
WeBsIte re-desIgn usIng COWtOWn MArKetIng OF KAnsAs CIty
The website homepage will be used as the first contact point for potential donors. They will immediately be greeted with stories of those who have been impacted by CrossLines in order to show that this is a cause worthy of his/her time. The website serves as the public face of the organization. The website design will be more aesthetically pleasing and easy to navigate to make the site less confusing. It is worth the investment to re-design the website professionally because the campaigns promotional materials will all direct potential donors here. Whats included: 1 year domain registration, concept & design, proofing & edits, analytics/tracking reports, and search engine reporting. This website has a more complex design with custom branding elements, menu rollovers or minimal flash animation. Content will be provided by Cross-Lines. It will visually display stories of those whose lives have been impacted by Cross-Lines. itself as the organization worthy of the 100,000 readership audience to know of and donate to. HerLife provides an incentive of a feature story after advertising with it for 12 months and publicity of events after six months. A feature story normally runs upwards of 3,000 dollars, but will be run for free for CrossLines after they advertise for 12 months. Contact: Michelle Carder, (816) 516-9888 in the Kansas City area. This magazines readership population donates $131,147,421 to charity per year. 435 South Magazine reaches 80,000 potential donors in a highincome demographic of Johnson County, Kan. AD 1: Holiday Giving Objective: 2 and 3 Tag line: Give Back to Kansas City this Holiday Season Copy: This holiday season, direct your charitable donations toward Cross-Lines Community Outreach, an organization that believes in people helping people. If youd like to give Kansas City families the opportunity to celebrate this year, call (913) 281-3388,visit www.cross-lines.org or stop in for a visit. Cross-Lines, one step closer to optimism. Timeframe: October/November/December 2011 AD2: Prom Clothing Drive Objective: 2 Tag line: It might just be a dress to you, but she will remember this forever Copy: Going to prom is an experience that every girl dreams of. Cross-Lines Community Outreach gives girls that opportunity with

PrInt AdVertIsMent In InK MAgAzIne

-Ink Magazines readers are primarily composed of young professionals. Its trendy style reaches 400,000 readers in their 20s and 30s, the perfect age for Cross-Lines to initiate the donor relationship. The magazine has a wide reach with distribution all across the Kansas City metropolitan area, providing ample opportunity for its message to be heard. Contact: McKayla, (816) 234-4183

PrInt AdVertIsIng In herLIFe

Readers of HerLife Magazine are women between the ages of 22 and 60 who are likely to have disposable income. When discussing advertising with a HerLife representative, she told us that many of her readers had inquired about not-for-profits in the Kansas City wanted guidance in what organization is worthy. HerLife provides the perfect opportunity for Cross-Lines to establish

PrInt AdVertIsIng In 435 sOuth

This magazines focus is on the people and places of south Johnson County. It is a great fit for Cross-Lines as the readers are very interested in community affairs and involvement, as well as charitable organizations. In addition to being especially interested in charity, the magazine devotes one issue a year specifically to philanthropy

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one of many Cross-Lines programs that encourages self-confidence in times of need. For more information or to give a donation, call (913) 281-3388,visit www.cross-lines.org or stop in for a visit. Cross-Lines, one step closer to optimism. Time frame: Spring 2011 Targeted Public: Both potential donors and young mothers in greater Kansas City area. Full-page ads should be placed in HerLife and 435 South magazines. AD3: Stories Objective: 3 Tag line: As many stories as the people who come here Copy: Whether in need of a warm winter coat or a place to share a meal, Cross-Lines goal is to treat people with dignity in times of need. People at Cross-Lines have stories to sharewithout your help, their stories would never be heard. For more information or to give a donation, call (913) 281-3388,visit www.cross-lines.org or stop in for a visit. Cross-Lines, one step closer to optimism. Timeframe: Continuous Targeted Public: Greater Kansas City area potential donors. Full-page ads should be placed in HerLife and 435 South magazines and in Ink Magazine.

F-21, PRINT AD: Created by Aileen Taylor

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F-22, PRINT AD: Created by Aileen Taylor

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F-23, PRINT AD: Created by Aileen Taylor

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its annual prom dress drive. This is just

FACeBOOK AdVertIsIng
This targets young professionals in a costeffective way. When an advertisement is run, the only charge to the advertiser is for the number of clicks received (CPC). The advertisement is not charged per number of impression it receives, eliminating advertiser waste. The amount that you are charged will never exceed your daily budget and there are no additional fees for running Facebook Ads. Cross-Lines, nominated as the charity to give to. by KU Medical Center. Cross-Lines Community Outreach, one step closer to optimism. [like button]

CreAtIng A tWItter ACCOunt

Advertising on Twitter helps Cross-Lines continue to build an online presence and will be used to update current and potential donors. Of the Twitter population, Twitter users are far more likely to follow Brands/ Companies than social networkers in general and 51% of active Twitter users follow companies, brands or products on social networks.

lived in households producing annual income of $50,000 or more, fifth-highest of the 16 primary formats in the U.S. Listeners of this radio station type are 11% more likely than the average American to attend local and community events (Arbitron 2010). 94.9 KCMO-FM is Kansas Citys Pop Classic Hits station. By playing everything from the Beatles, Chicago, Rod Stewart and the Eagles, this station successfully targets Adults 35-54 with huge exclusive listenership, made up of 45% Males and 55% Females. With its blend of familiar hits, this type of station was an atwork favorite, ranking fourth in middays out of all radio formats in the U.S. 57% of Classic Hits consumers aged 18+ resided in households with $50,000 or more in annual income (Arbitron 2010). Radio ad: 30 seconds Objective: 1 and 2 Script: Imagine not being able to pay rent. Not being able to buy food, or clothes. Where would you go? For nearly 50 years, CrossLines Community Outreach has offered programs that provide basic needs like clothing drives, thrift stores, and a food pantry. CrossLines gives people the chance to end the cycle of hopelessness and regain confidence in themselves. For more information, please visit www.cross hyphen lines.org. Cross-Lines Community OutreachOne step closer to optimism. Timeframe: March - June Target Audience: Greater Kansas City area (potential donors). 1-minute ad should be aired on 105.1 JackFM and 94.9 KCMO-FM.
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rAdIO AdVertIsIng
As a high-reach medium, radio reaches 93% of all those above the age of 12 in the United States. Because of its low cost, radio also allows for a high frequency of times to reach certain consumers. Radio is also a targetable medium where each format targets a different demographic segment of the population. Every week, radio reaches 88% of adults whose household contributed to a social care/welfare organization (Radio Advertising Bureau, 2009). Through the advertising schedule we have planned, Cross-Lines will utilize two popular Kansas City radio stations: 105.1 JackFM and 94.9 KCMO-FM. By advertising in the schedule we have proposed, 137,600 people will hear the advertisements per month (net reach), or 550,400 people throughout the radio campaign. Contact: Sheri Luke, Cumulus Media, (913) 514-3155 105.1 JackFM: This Hot Adult Contemporary station targets 60% Females and 40% Males in the 25-49 year old bracket. More than 60%

F-24, FACEBOOK AD

Title: One step closer to optimism Client: Cross-Lines Community Outreach Length: 30 seconds Air Dates: March 1 through June 30

Music fade in at :00 for duration of spot ANNOUNCER:

Imagine not being able to pay rent. Not being able to buy food, or clothes. Where would you go? For nearly fifty years, Cross-Lines Community Outreach has offered programs that provide basic needs like clothing drives, thrift stores, and a food pantry. Cross-Lines gives people the chance to end the cycle of hopelessness and regain confidence in themselves. For more information, please visit w-w-w- dot cross hyphen lines dot o-r-g. Cross-Lines Community OutreachOne step closer to optimism.

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F-25, RADIO SCHEDULE

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F-25, RADIO SCHEDULE

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BILLBOArd AdVertIseMent
This 14 x 48 banner will reach 1,193,638 people in each 4 week period, according to the advertiser. What makes this such a great mass media advertising driver is the low relative cost. The cost for reaching 1,000 people (CPM) through is just $2.63. CONTACT: David Halpin, (877) 550-3172 Layout: Photo of hands, logo and One step closer to optimism, www.cross-lines.org.

F-26, BILLBOARD

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F-27, Promotional tote

F-29, Magnet

F-28, Pens

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PrOMOtIOnAL IteMs
-Pens -Tote bags -Magnets

Items are to be handed out at tabling events, as well as during off-site visits to potential donors, groups, and other targeted markets. Promotional items can also be given out to volunteers as desired, and should be used by staff members. Promotional Items: By placing the CrossLines logo and website information on any of the following promotional items, and handing them out for free to donors or at site visits will increase the number of contact points. Prepress graphic professionals offers a Port & Company - Essential Tote (#B075) bag that we recommend ordering in Kelly Green. Cross-Lines can order 48 bags at $4.98 totally only $239.04.

for new donors, as well as new promotional opportunities. The internship will be unpaid, unless budget allows it after the first year. The intern will also coordinate volunteers, as well as organize public presentations given by Cross-Lines.

InFOrMAtIOn tABLe At sPOrtIng KAnsAs CIty (FOrMALLy KAnsAs CIty WIzArds) gAMes
Sporting Kansas City, formally the Kansas City Wizards, is a professional soccer club located in Wyandotte county. Games are held at the new Kansas City soccer stadium, which seats 18,500 people. An information booth with a display board and promotional items stationed at these events would give Cross-Lines exposure to thousands of residents from the greater Kansas City area. The Sporting Kansas City organization is very involved in community outreach, and desire to leave a positive impact on the Kansas City area. Close partnership with the organization could lead to player spokesperson for Cross-Lines.

F-30, LOGO: sportingkc.com

detAILs OF InternshIP PrOgrAM

Having an intern is essential for building Cross-Lines brand. An intern would be hired for spring and fall semesters, as well as summer. The intern will primarily be in charge of all of Cross-Lines social media outreach marketing. They will update the Twitter site, as well as keeping the Facebook account updated. An additional task for the intern would be to administer the awareness survey in June and December of 2011, charting the progress made by the 2011 campaign. The intern will also prospect

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Cross-Lines Community Outreach 736 Shawnee Ave. Kansas City, Kan. 66105 (913) 281-3388 News Release Aug. 1, 2011 FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT: Theresa Swartwood Director of Public Relations and Marketing theresa@cross-lines.org Cross-Lines upcoming gala in October KANSAS CITY, Kan. Now is the time to get your tickets to Cross-Lines Community Outreachs annual gala at Lake Quivira, scheduled for _______. This evening constitutes the biggest fundraiser of the year for the Wyandotte Co. not-for-profit. Founded in 1963, Cross-Lines mission is to, provide people affected by poverty with basic services and opportunities that encourage self-confidence and self-sufficiency. The organization provides a daily source of assistance for at-risk families, the elderly, and single individuals. The fundraiser, with an annual attendance of over 300 people, provides a chance for donors to meet one another and support the community. At $125 per ticket, the black tie event consists of a dinner and live and silent auctions. A brief video presentation will be shown that focuses on individuals helped by Cross-Lines. This aspect of the night adds greater elements of hope and helped to humanize the event even more. Help support the impoverished in Kansas City by attending Cross-Lines annual gala. ###

Cross-Lines Community Outreach 736 Shawnee Ave. Kansas City, Kan. 66105 (913) 281-3388 News Release Aug. 1, 2011 FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT: Theresa Swartwood Director of Public Relations and Marketing theresa@cross-lines.org Kits for Kids school supply drive to start soon KANSAS CITY, Kan. Wyandotte Co. based Cross-Lines Community Outreach is beginning its collection for the 2011 school year for May. The back-to-school program provides children with the resources needed to be successful in school. The drive distributes backpacks filled with school supplies to children as young at Pre-K to older students in college. Founded in 1963, Cross-Lines mission is to, provide people affected by poverty with basic services and opportunities that encourage self-confidence and self-sufficiency. The organization provides a daily source of assistance for at-risk families, the elderly and single individuals. Donations can be dropped off at Cross-Lines Community Outreach headquarters. ###

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Cross-Lines Community Outreach 736 Shawnee Ave. Kansas City, Kan. 66105 (913) 281-3388 News Release Aug. 1, 2011 FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT: Theresa Swartwood Director of Public Relations and Marketing theresa@cross-lines.org Cross-Lines begins collecting for prom drive KANSAS CITY, Kan. Wyandotte County-based Cross-Lines Community Outreach will begin collecting for the not-for-profits annual prom clothing drive starting this week. Every spring, the organization collects previously used but in-style prom dresses and tuxedos for high school students in Wyandotte Co. for families afflicted by poverty. Founded in 1963, Cross-Lines mission is to, provide people affected by poverty with basic services and opportunities that encourage self-confidence and self-sufficiency. The organization provides a daily source of assistance for at-risk families, the elderly and single individuals. This is a time of year that donations can benefit teenagers in particular. A success in past years, Cross-Lines prom drive provides the means for all teenagers to have a magical evening, one they wont forget.

Cross-Lines Community Outreach 736 Shawnee Ave. Kansas City, Kan. 66105 913-281-3388 News Release Aug. 1, 2011 FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT: Theresa Swartwood Director of Public Relations and Marketing theresa@cross-lines.org Cross-Lines Christmas store ready for the season KANSAS CITY, Kan. Wyandotte County-based Cross-Lines Community Outreach will begin collecting donations for the organizations holiday store. Cross-Lines Christmas store is a place for those in need to do holiday shopping for their families. Instead of having gifts provided, shoppers get to choose what they think their relatives would like most for the holiday. The standard donation for families participating in the Christmas store drive includes a complete outfit of clothing, toys, a household item and a meal complete with a holiday hen. Help support those in need in the greater Kansas City area, and be a part of the giving season. Donations can be delivered to Cross-Lines thrift store. ###

###
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Cross-Lines Community Outreach 736 Shawnee Ave. Kansas City, Kan. 66105 913-281-3388 News Release Aug. 1, 2011 FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT: Theresa Swartwood Director of Public Relations and Marketing theresa@cross-lines.org Kits for Kids school supply drive to start soon KANSAS CITY, Kan. Wyandotte Co. based Cross-Lines Community Outreach is beginning its collection for the 2011 school year for May. The back-to-school program provides children with the resources needed to be successful in school. The drive distributes backpacks filled with school supplies to children as young at Pre-K to older students in college. Founded in 1963, Cross-Lines mission is to, provide people affected by poverty with basic services and opportunities that encourage self-confidence and self-sufficiency. The organization provides a daily source of assistance for at-risk families, the elderly and single individuals. Donations can be dropped off at Cross-Lines Community Outreach headquarters. ###

Media Pitch Cross-Lines Community Outreach 736 Shawnee Ave. Kansas City, Kan. 66105 (913) 281-3388 April 1, 2011 Everyone has the ability to grow something. In large cities, gardening is often not a possibility and can be a forgotten hobby. Those who love gardening often look for an opportunity to enjoy their passion. Gardening is a way to brighten the community, and it can also provide food for those who need it. Cross-Lines Community Outreach has a community garden available for use in the spring and summer months. This garden brings people together and gives local Kansas City residents a place to not only grow plants, but spend time with others who share the same passion. At the end of the season, the plants are sold to benefit Cross-Lines Community Outreach. The proceeds help those in need that come to Cross-Lines for assistance. Edible plants are also given to the food pantry and are available for those who need it. This story would be a way to show Kansas City residents a way to help the community while enjoying the outdoor activity of gardening. Cross-Lines is offering this story exclusively to _____. We would also arrange interviews with volunteers and staff of CrossLines. Please contact Theresa Startwood at theresa@cross-lines.org. ###

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Media Plan

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JAnuAry - APrIL

50

MAy - JuLy

51

August - OCtOBer

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nOVeMBer - deCeMBer

53

Timeline

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tIMeLIne

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Evaluation Measures

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eVALuAtIOn MeAsures
Survey: Administer an survey in July 2011 and December of 2011 to evaluate the current brand awareness of Cross-Lines Community Outreach to the Kansas City metropolitan community. To evaluate progress, the survey must be distributed randomly in the community so the results are representative. The survey will indicate how many people know of Cross-Lines as a recognizable brand, as compared with previous survey findings. In a survey administered prior to this proposal in Fall 2010, results indicated that out of 214 respondents to the CrossLines awareness question, just 20 people were aware of the organization. Further surveys will be compared to the current 9.3% awareness level, and should not be distributed directly to current donors. Prior surveys were collected by an online survey tool, SurveyMonkey. Please recommend this tool to your intern.

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QuestIOns tO Be AsKed:
1. Have you donated to a nonprofit organization in the past five years? 2. Do you plan to donate to a non-profit organization in the next five years? 3. What nonprofit organization(s) do you donate to? How much do you donate to each organization a year? 4. What is important in choosing an organization to donate to? 5. Have you heard of Cross-Lines Community Outreach, Inc.? 6. What Cross-Lines Community Outreach programs have you heard of? Choose all that apply. Thrift Store, Plant Sale, Prom Drive, Food Kitchen, Kits for Kids, Annual Gala, Community Garden, Emergency Assistance, None of the Above, Other 7. Where or how have you heard of Cross-Lines Community Outreach? Choose all that apply. Newsletters, online, media, flyer, word of mouth, faith based organizations, work, other. 8. Have you ever donated to Cross-Lines Community Outreach? 1. If respondent answers no: What prevents you from donating? 2. If respondent answers yes: continue with survey questions. 9. What did you donate to Cross-Lines Community Outreach? Money, time, food, household items, resources through my company, other 10. Where did you allocate your Cross-Lines Community Outreach donation? 11. Why did you choose to give to Cross-Lines Community Outreach? 12. Have you donated more than once to Cross-Lines Community Outreach? 1. If respondent answers yes: What was the reason you donated again? 2. If respondent answers no: Why did you choose not to donate to Cross-Lines Community Outreach again? 13. What comes to mind when you think of Cross-Lines Community Outreach? 14. Have you seen the Cross-Lines Community Outreach logo? 1. If respondent answers yes: describe. 2. If respondent answers no: show respondent a picture of the logo. Then ask them for his/her first impression 15. Demographic Information
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WeB trAFFIC:
Many of the creative portions of the advertising campaign has a call to action: visit the website. All website hosting platforms offer a way to track the number of unique visits to the site, as well as how long that particular user stayed on the website. With web hosting, it is possible to compare previous time periods to current periods. From this comparison it is simple to ascertain the increase in the number of unique visits to the organizations website. Increased Donations: As brand awareness increases, so will the number of donations to Cross-Lines Community Outreach. This is an accurate and easy-to-track evaluative measure. Increased Inquiries: Many of the creative portions of the advertising campaign has the Cross-Lines Community Outreach telephone number listed. Desk volunteers will be able to report on the number of increased telephone inquiries about the certain programs advertised. Use Google Analytics to track who is visiting the Cross-Lines website and how they are using it. Use the feedback from this tool to turn visitors into donors. F-31, WEBSITE LAYOUT: This is a before-and-after example of a website redesigned by Cowtown Marketing.

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Budget

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2011 Budget - $50,000

Billboards Outdoor Advertising.................................................................................$9,000 - Billboard Printing Costs........................................................................................$1,344 Contingency Budget.............................................................................$5,000 Facebook Advertising...................$1,000 HerLife Magazine Print Advertising... ..................$11,400 - 12 Month Agreement; Full Page Ad: $950 Ink Magazine Print Advertising.................$2,396 - 4 Month Agreement; Half Page Ad: $599 Online Follow-Up Survey By SurveyMonkey.com......................$40 Promotional Items from PrePress Graphic Professionals of Kansas City.............$3,000 Radio Advertising.........................................................................................................$15,200 Website Re-Design By Cowtown Marketing of Kansas City..................$2400 435 South Magazine Print Advertising......................................................................$3,990 - 3 Month Agreement; Half Page Ad: $1330 Grand Total...........................................................................................$53,336 *Over budget because Cross-Lines Community Outreach will receive free coverage of events in HerLife Magazine, as well as a free feature story with one year contract.

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reFerenCes:
BoardSource. Q&A: How Are Nonprofits Monitored, Regulated, and Governed? 2010. www.boardsource.org/Knowledge.asp?ID=3.384 (accessed September 2010). Carroll, Joseph. Americans More Likely to Donate Money, Not Time, to Charities. Gallup News Service. February 14, 2006. www.gallup.com/ poll/21430/americans-more-likely-donate-money-time-charities.aspx (accessed September 2010). Catholic Charities of Northeast Kansas. About Us. 2010. www.catholiccharitiesks.org (accessed September 2010). City Union Mission. Our Services. 2010. www.cumission.org/services/our-services (accessed September 2010). Class Discussion With Cross-Lines Representatives. Lindbeck, Roberta; Swartwood, Theresa; Brown, Tim. Lawrence, Kan., September 9, 2010. Cross-Lines Community Outreach. Organization Brochure. 2010. http://www.cross-lines.org/documents/CrossLinesBrochure.pd (accessed September 2010). . Organization Website. 2010. www.cross-lines.org (accessed September 2010). . September/October Newsletter. September 2010. www.cross-lines.org/documents/newsletter_2010_Sep_Oct.pdf (accessed September 2010). Flandez, Raymund. United Way Suffers 5% Drop in Giving for Second Year in a Row. Philanthropy. September 19, 2010. www.philanthropy.com/ article/Giving-to-United-Ways-Dropped/124504/ (accessed September 2010). Free Management Library. Nonprofit Fundraising and Grant Writing. 2010. www.managementhelp.org/fndrsng/np_raise/np_raise.htm. Greater Kansas City Community Foundation. Cross-Lines Community Outreach Nonprofit Profile. April 30, 2010. www.gkccf.guidestar.org/NonprofitProfile.aspx?OrgId=1403 (accessed September 2010). Habitat For Humanity. About Habitat for Humanity. 2010. www.habitat.org/how/default.aspx?tgs=MTAvNS8yMDEwIDU6MTY6MDIgUE0%3d (accessed September 2010). . Habitat for Humanity introduces new logo to symbolize mission, enhance brand . May 2, 2005. www.habitat.org/ newsroom/2005archive/insitedoc009210.aspx (accessed September 2010).

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Navarro, Peter: University of San Diego. http://works.bepress.com/peter_navarro/36/ Royals Baseball. Catholic Charities Committee of Young Patrons. 2010. http://kansascity.royals.mlb.com/kc/ticketing/group_cyp.jsp (accessed September 2010). Saad, Lydia. Despite Economy, Charitable Donors, Volunteers Keep Giving. Gallup News Service. December 19, 2008. www.gallup.com/poll/113497/ Despite-Economy-Charitable-Donors-Volunteers-Keep-Giving.aspx (accessed September 2010). Salvation Army. About Us. 2010. www.salvationarmyusa.org/usn/www_usn_2.nsf/vw-dynamic-arrays/816DE20E46B88B2685257435005070FA?ope nDocument&charset=utf-8 (accessed September 2010). . Salvation and Service. 2010. http://www.salvationarmyusa.org/usn/www_usn_2.nsf/vw-dynamic-arrays/7100A2893080C523802573250 0315746?openDocument&charset=utf-8 (accessed September 2010).

Site Visit at Cross-Lines Community Outreach. Lindbeck, Roberta; Swartwood, Theresa. Kansas City, Kan., September 23, 2010.
U.S. Census Bureau. USA Quick Facts. 2010. http://quickfacts.census.gov. United Way. Accountability Page. 2010. www.supportunitedway.org/accountability (accessed September 2010). Urban Farming: Kansas City, MO. July 27, 2010. http://hereinvannuys.wordpress.com/2010/07/27/urban-farming-kansas-city-mo/.

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Special thanks
Cross-Lines Community Outreach Professor Mugur Geana Aileen Taylor Jake Poterbin

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Presented deCeMBer 9, 2010 rachel Anderson suzi Barnes Lauren Fournier Lauren Fulton Maggie Kufahl Abby Leeper

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