Duis Sed Sapien

Make-a-wish

Greater Pennsylvania and
southern West Virginia
Make-a-wish

Greater Pennsylvania and
southern west Virginia
Presented by Steel City Public Relations


2
A


Table of Contents

Introduction: 3
Organizational Background: 7
Communication Analysis: 11
Current Situation: 16
Primary Research Results: 25
Tactics: 31
Snapshot: 56
Appendix: 58


3
STEEL CITY PUBLIC RELATIONS
Account Executive

Monica Aguirre is a fourth-year Public Relations major at Duquesne University. She will
graduate in May 2012 and will be pursuing a Masters Degree in Media Arts and Technology.
Monica was the President of the Latin American Student Association her sophomore year of
college and she is currently the Public Relations Director. She is also a member of the universitys
Public Relations Student Society of America chapter. The past summer, Monica interned in the
Corporate Image Department at Banco Ficohsa, where she assisted the Creative Director and
was assigned several tasks relevant to the public relations field.



4
PICTURE
Katie Neverman is currently a
senior studying Public Relations,
Advertising and Spanish at
Duquesne University. She
transferred to Duquesne
University her freshmen year after
one semester at Towson University
in Baltimore, Maryland.
She is currently
involved in honor
societies on
campus including
Order of Omega,
Phi Sigma Iota,
Omicron Delta Kappa, Rho
Lambda and Golden Key.
Additionally she is also a sister of
the Sigma Kappa Sorority. In the
past she has held internships with
PNC Bank and the Pittsburgh Film
Office. In the future Katie hopes to
relocate and work for a non-profit
or a public relations agency.


Christina Fox is a senior Public
Relations & Advertising major with a
Graphic Design minor at Duquesne
University. Christina is currently the
president of The Society of
Professional Journalist chapter at
Duquesne. Christina is also a writer
and editor for Duquesnes magazine,
Off The Bluff.
Christina has gained experience by
managing social media outlets at
Pittsburgh Jeans Company, various
graphic design freelance projects, and
by interning with Marketing with Style
at Tory Mistick, Blue Hill Kitchen &
Home, and Winterlake Press.
After graduating in May 2012,
Christina hopes to work for a Public
Relations firm and later relocate to
start her own company.

Katie Collins is a junior
public relations and
advertising major with a
minor in English from
Pittsburgh, PA. Katie is
currently the president of
Duquesne Universitys
chapter of PRSSA. She
also hosts a weekly radio
show on WDSR and is a
sister of Alpha Phi. Past
internships held include
innovations and Dymun +
Company. Upon
graduation, Katie has an
interest in working for an
agency or for an
entertainment company.



5
Dayna Abbot is a senior Public
Relations and Advertising major
with Economics minor at
Duquesne University. Dayna
hopes to take a year off after
graduation to work then go back
to school and get her graduate
degree in media management.
Dayna is working currently as a
Bartender at Charlie Murdochs
Dueling Piano Bar, and an Intern
at Pittsburgh Quarterly Magazine.


Russell Slayton is a fourth-year
Public Relations major at Duquesne
University. He has seven years of
experience running Basketball
Camps and Tournaments for
Basketball Stars of America LLC. In
his spare time he is a personal
trainer for professional basketball
athletes. Upon graduation, Russell
is considering to obtain his MBA
from Chatham University and travel
the world to meet overseas
basketball agents, team owners and
players to expand his knowledge on
the Basketball Market.

Sarah Blaisdell is a Junior Public
Relations/Journalism Major at
Duquesne University from
Harrisburg, PA. She is Secretary
for the Public Relations Student
Society of America and Vice
President for the Society of
Professional Journalists on
campus. She has also written
numerous articles for the Duquesne
Duke student newspaper.
Sarah has gained experience in the
field with the Fundraising
Department at the American
Heart Association of Capital
Region. Her notable
responsibilities included helping to
plan special events like the Heart
& Stroke Walk and Kick-Off
Party. In the future, Sarah would
like to continue her passion to
help others by gaining a position
in a community-based nonprofit
organization.


6
!
The Make-A-Wish Foundation is a non-profit organization that
grants wishes to children between the ages of 2.5 and 18 years
old with life-threatening medical conditions. The Make-A-Wish
Foundation of Greater Pennsylvania and Southern West
Virginia was founded in May 1983 in Pittsburgh, Pennsylvania.
The organization runs due to the funding of corporations,
organizations and primarily individuals.

Their Wishmakers on Campus program is designed to invite
college-aged students to donate to the cause. Currently, this
program isnt as visible or active in universities around the area
even though it has the potential to be a success. This led the Steel
City Public Relations agency to design a public relations
campaign that is aimed at promoting a fundraising event on
Duquesnes campus.

The campaigns central issue is to promote the event
Wishmakers Race: Duquesne Edition among Duquesnes
undergraduate students. The following proposal includes
research done on the key publics and the organization the
campaign focuses on. Furthermore, it includes an in-depth look
at the goal, objectives, messages and strategic programming that
will be implemented for the success of the campaign.
EXECUTIVE SUMMARY


7
Organizational
Background



8

OVERVIEW-
National and local

The Make-A-Wish Foundation

was founded in 1980
because a boy named Chris Greicius wished to become a
police officer.

Since then, this foundation has been dedicated to
enriching the lives of children with life threatening
medical conditions through its wish-granting work.
Today, it has reached over 250,000 children around the
world.

The Make-A-Wish Foundation of Greater Pennsylvania
and Southern West Virginia was founded in May 1983
in Pittsburgh, Pennsylvania. The first wish recipient was
a boy named Bryan, who wished to visit his favorite
Uncle in Texas for a piggyback ride.
Today, this chapter has granted more than 12,000
wishes and is the first chapter to fulfill more than 700
wishes in one year.

The Make-A-Wish Foundation

of Greater Pennsylvania and
Southern West Virginia grants wishes of children with life-
threatening medical conditions to enrich the human experience with
hope, strength and joy. We are proud to have served more than
11,000 children in 57 Pennsylvania and 23 West Virginia counties in
our 27-year history.



9
RELEVANT PUBLICS
The organization serves children ages 2.5 18 with life
threatening illnesses. Some of the conditions that generally
qualify children for the organizations services include, but
are not limited to, various forms of cancer, heart disease,
Duchennes muscular dystrophy, cystic fibrosis and
transplants. Children with more chronic conditions like
diabetes or Crohns disease, or children with developmental
delays, typically do not qualify unless there is a life-
threatening complication.
A common misconception is for people to believe that
Make-A-Wish Foundation is for children that are dying, but
this it not true. Over 80% of the children that have been
served by Make-A-Wish are still planning for the future.
Children can be referred by anyone. The Greater
Pennsylvania and Southern West Virginia chapter serves 57
counties in western, central and northeastern Pennsylvania
and 23 counties in southern West Virginia. The Pittsburgh
headquarters serves Allegheny, Armstrong, Beaver, Butler,
Cambria, Fayette, Greene, Lawrence, Somerset,
Washington and Westmoreland counties.


10
FUNDING
The Make-A-Wish Foundation of Greater Pennsylvania and
Southern West Virginia chapter receives approximately half of
its funding from individuals. In addition, they receive funding
from other sources such as: corporations, foundations,
community organizations, schools and churches.

About 85% of the money raised by the foundation is used to
grant wishes. The remainder is used for future fundraising and
administration expenses.

COMPETITIVE FRAME

The Make-A-Wish Foundation of Greater Pennsylvania and
Southern West Virginia chapter does not have any direct
competition in their area that they could consider a threat.

During certain times of the year, The Make-A-Wish Foundation
of Greater Pennsylvania and Southern West Virginia chapter
competes with Natural Disaster Volunteer Organizations.
Earthquake in Haiti
Hurricane Katrina
Tsunami in Japan
When these natural disasters occur, some would rather donate
money to the relief groups that are collecting money to send to
those who have been affected by the disasters.

On a smaller scale, they compete with organizations like Dream
Come True from Lehigh Valley, PA, and Jamies Dream Team
who make a media appearance every six months.



11
COMMUNICATION
ANALYSIS



12
COMMUNICATION
AUDIT SUMMARY

The Pittsburgh Make-A-Wish Foundation

headquarters uses a variety of communications:
Chapter Facebook page: Frequently
updated, it includes events, photos, trivia
contests, discussions, statistics,
promotions that give back and referral
information.
The Wishing Well Newsletter and e-
newsletter, of Greater Pennsylvania and
Southern West Virginia: Includes wish
stories and post-event coverage with
pictures.
Wishnews: National quarterly email with
wish stories and updates
WishMaker: National periodic print
publication
Periodic mobile alerts from Make-A-
Wish Foundation: Subscribers can sign
up with their cell phone number
2010 PSA Campaign: Featured two wish
kids, radio and print ads associated with
its release
News Releases: Feature information
about the Foundations activities,
milestones, events and sponsors



13
IMAGE AND
REPUTATION
Make-A-Wish as a whole has a very good brand
recognition, Dana Antkowiak Marketing/Communications
Coordinator, said. The Pittsburgh Make-A-Wish
Headquarters is extremely customer-oriented, and truly
follows their mission statement of enriching the human
experience with hope, strength and joy. They believe that
anyone can refer a child, and they never let a referral go to
voicemail. This lets their publics know that they are dedicated
to their mission.

One mother, whose son received his wish to become a
Pittsburgh Power Arena Football Player, said. The Make-A-
Wish Foundation and the Pittsburgh Power have forever
codified his love for sports and his place in the athletic world.

One can be assured that for years and years hence, Michael
and his family will think back fondly to the time when he was
the number one player of an incredible sports franchise. What
a gift we have been given!

This local testimony showcase of the success the Pittsburgh
Headquarters has had with its publics, and shows the positive
feedback, which helps the organization continue to grow and
reach an even broader audience.




14
PUBLIC RELATIONS
EFFORTS
The biggest national PR effort recently launched by Make-A-
Wish was the creation of its 2010 PSA campaign. The campaign
was two-pronged, and focused on two wish kids, McKenzie,
13, and Jsus, 6. The General Market PSA television campaign
was a celebration of McKenzies recovery from chemotherapy
treatment, and also fulfilled McKenzies wish of wanting to be
on television. A radio ad, featuring the previous wishes Make-A-
Wish has granted, and a print ad, addressing the need for
frequent flyer miles donations were produced as well.

Locally, Make-A-Wish has partnered with the radio station,
Wish 99.7 for 22 years for an annual holiday radio campaign,
Light Up a Childs Life. According to the March 2011Wishing
Well e-newsletter, wish kids, donors, volunteers and referrers,
shared how the Make-A-Wish Foundation

made an impact in
their lives. Broadcasts included stories of wish kids giving back,
new and long-time donors' successful events, and dedicated
students helping others in their community.

The Pittsburgh chapter of Make-A-Wish also has a Facebook
which is frequently updated, and is constantly publishing new
stories about wish kids. Recently, Make-A-Wish launched a
program focused on Graduation Projects for students in high
school. This program seeks to get high school students involved
with the organization through things like planning fundraising
events and programs versus volunteering. Other programs
sponsored by Make-A-Wish include: Kids For Wish Kids, which
focuses on elementary school kids, and Wishmakers On
Campus, which aims to engage college students with the
organization.

.


15
COMMUNICATION CHANNELS
The Make-A-Wish Foundation Pittsburgh Headquarters works
with various media channels, and has a media list for each
county in the region. After a child has been granted a wish,
Make-A-Wish will frequently reach out to that childs local
paper for a story. Make-A-Wish does not generally work with
TV stations, but if the story is big enough, they will consider TV
as an option.
The Make-A-Wish Pittsburgh Headquarters has a close
partnership with Wish 99.7 radio station, which has an annual
holiday radio campaign for the nonprofit. This campaign brings
in about half of the operating budget for the year, so it is
extremely important. In 2010, Make-A-Wish launched a PSA
campaign featuring two wish kids in radio, print, and TV ads.
Make-A-Wish also has many forms of internal communication.
MESSAGES
The Make-A-Wish Pittsburgh Headquarters strives to help as
many children as they can. One common misconception among
publics is that children must be terminally ill to be referred for a
wish. The nonprofit is currently trying to correct this fallacy and
educate its publics that children do not have to be terminally ill to
be referred. Make-A-Wish communicates this message in both
controlled and uncontrolled media. Make-A-Wish is also trying to
update its publics on the cost of a wish, which has risen from
$3400 to $3900, which is actually much less than the national
average of $7000 per wish. Make-A-Wish is always looking for
ways to communicate with donors and to increase funds for the
organization.

The messages that are being received by the organization are very
positive overall. Testimonies from wish kids and families are
extremely grateful, like the testimony of one mother whose
daughter received her dream pool.
We cannot thank the Make-A-Wish Foundation enough for
what they have done for Haley and our family. Haley's wish
and her involvement with the Foundation made a very difficult
time in our lives a lot more positive and happy. We feel so
fortunate that the Make-A-Wish Foundation entered our lives
and provided hope and joy to Haley."

However, along with the positive comes the negative. One
criticism of the organization from the public is that it is
frivolous and does not actually help children recover from
illness or contribute money to research, according to Dana
Antkowiak. In response to this opposition, Make-A-Wish has
created an Impact Study to quantify the physical and
emotional differences in a child before and after receiving a
wish. The results show that a positive wish experience can
greatly aid a childs health and happiness.



16
CURRENT SITUATION



17
WISHES

The Make-A-Wish Foundation of Greater Pennsylvania and Southern West Virginia is
headquartered in Pittsburgh and has six regional offices in Charleston, WV, Erie, PA, Pottsville,
PA, Punxsutawney, PA, Scranton, PA, and York, PA.

The chapter currently grants 700 wishes per year and has granted more than 12,000 wishes since
being founded in May of 1983. In 2010 the Make-A-Wish Foundation Greater Pennsylvania and
Southern West Virginia chapter was able to grant 697 wishes.

Currently the average wish costs $3,900 (this is the average cost for a trip to Disney World for 7
days and 6 nights), which is significantly lower than in other chapters where it can go as high as
$7,000-$9,000.

Funding comes mostly from individuals, while the rest of
the funds come from corporations, foundations,
community organizations, schools and churches.
52% Disney Vacations
28% Gift/Shopping Sprees
13% Other Travel
6% Other Travel
1% I want to be

WISH BREAKDOWN/
FUNDING


18
DEVELOPMENT
CURRENT POSITION
In 1985 the chapter granted its 100
th
wish
In 1988 Kids for Wish Kids was founded at Crafton
Elementary School in which students and teachers raised
$2,400. Today more than 300 schools are involved.
In 1989 the 500
th
wish was granted in PA to a young girl who
met President Bush
In 1990 Make-A-Wish Foundation

of Western
Pennsylvania set up its first regional office in Erie, PA.
Today there are six regional offices through Pennsylvania
and West Virginia
In 1992 the 1000
th
wish was granted
In 1996 the 2000
th
wish was granted
In 1999 the 3000
th
wish was granted
The Southern West Virginia Chapter and the Pennsylvania
Chapter become one in 2000In 2001 the Pittsburgh chapter
because the first chapter nation wide to grant 500 wishes in
one year!
In 2006 the chapter became the first chapter nation wide to
grant over 700 wishes in one year, which continues today!
In 2009 the 10,000
th
wish was granted
The organization began small and is now ever expanding,
the Pittsburgh chapter is one of the most respected chapter in
the country. In fact Plum Borough School District is the
number 1 fundraising school for Make-A-Wish Foundation
in the country!
Strong relationship with local community and the Greater
Pennsylvania and Southern West Virginia areas.
Unique relationship with Wish Kids- even Wish kids who
are now adults are still referred to as Wish kids and Wish
families. Bonds are life-long not just the duration of a wish
and donors from the community are loyal.


19
VISION
Main issue is that people think that Make-A-
Wish Foundation is only for children dying
from terminal illnesses but it is NOT any child
with a life-threatening illness can receive a
wish!
Our main PR focus will be on Wishmakers On
Campus and getting campus involvement

Make-A-Wish Foundation would like to involve college campuses in the quest for making Make-A-Wish
known better and appeal to all age groups.

Make-A-Wish Foundation college fundraisers are to enhance the knowledge of students on Make-A-
Wish Foundations program and also help raise money to create more wishes.
In terms of when Make-A-Wish Foundation meets a childs wish, they ask the individual to think
outside the box of the endless possibilities. Make-A-Wish Foundation has recognized as being a part of a
childs healing process by making the child forget about their illness and allowing one to feel like a child
again.
Make-A-Wish Foundation Public Relations agents will continue to do its best in order to keep people
worldwide informed about the amazing and life changing program Make-A-Wish Foundation

has
developed. As far as expectations, Make-A-Wish Foundation

will continue to communicate with its
public and make sure the public is aware of the amazing dreams come true.

DIRECTIONS


20
ISSUES


Main issue that could be encountered in trying to
mount a communications effort is not being able to
make a wish come true. In terms of celebrity
wishes, some celebrities overwhelmed with request,
they tend to limit the number of wishes he/she can
fulfill within one year. If this rare occasion occurs,
the public relations department will work extra hard
to turn the negative situation into a positive one.
College students do not have much knowledge on
Make-A-Wish Foundation because of the age
barrier



21
SWOT ANALYSIS
Strengths
ManyopportunitiesforvolunteeringwithMAW
especiallyforcollegestudents.
Resourcesavailabletoeducatecollegestudentsonthe
importanceoftheprogram.
VotedoneoftheBestPlacestoWorkinWesternPAby
BusinessTimesinOctober2010
Firstchapterintheworldtofulfillover700wishesin
oneyear.
Morethan85%ofmoneyraisedisusedtograntwishes.
Abilitytogivesickchildrenthechanceofalifetimeby
makingtheimpossiblepossible.
Make-A-Wishcangrantalmostanywishwithinreason!
Make-A-Wishisnotjustfordyingchildren,thosewho
areinjuredandsickareeligibleaswell.
Successfulwishstoriesareknownworldwide.
OPPORTUNITIES
Collegestudentscanhelpraisemoneyand
awarenessoftheMake-A-Wishfoundation.
Anyonecouldbeconsideredawishmakerby
donatingmoneytoMake-A-Wish.
Attemptingtoincreasethequalityoflifeforthe
sickchildrenthroughMake-A-Wishsclinical
servicesandprofessionalmanagement.
Abilitytoenhancetheoutlookonlifeforthe
childrenandhis/herfamilies.

Weaknesses
Collegestudentsdonohavemuchknowledgeabout
Make-A-Wishbecauseoftheagebarrier.
CollegecampusesnotwantingtoparticipateinMake-A-
Wishfundraisers.
Doesnotengageintelemarketingtoraisefunds.
SomecelebritiesoftenlimitthenumberofMake-A-Wish
encountershe/shecanfulfillyearly.

Threats
IndividualspretendingtobeapartofMake-A-
Wishbyrequestingfundsthroughchainletters
andunknownfoundations.
Dependingontheseverityoftheillness,ifachild
wastopassawaybeforeabletocompletehis/her
wish.
National/Internationalemergencies.
NaturalDisasters.
LocalDisastersoremergencies.

22
The target publics for the Make A Wish campaign and
Wishmakers on Campus event will be Duquesne University
undergraduate students. The undergraduate population at
Duquesne University is comprised of 5,858 students who
live on campus, off campus or commute. These
undergraduate students are on campus at least twice a week
and will be more exposed to the overall campaign.
Undergraduate students also have more time available to
dedicate to actually becoming a participant in the
Wishmakers Race. The undergraduate students will also be
easier to organize and give up-to-date information to
through the Duquesne University mail and email services.
TARGET PUBLICS
FOR CAMPAIGN
DEMOGRAPHICS
The geographic location for the key publics of this chapter is
in Greater Pennsylvania and Southern West Virginia. Over
12,000 Wish-Kids come from 57 counties in Western,
Central and Northeastern Pennsylvania and 23 counties in
Southern West Virginia. The corporate donors are from the
surrounding areas that the chapter serves. Corporate donors
like the Pittsburgh Penguins, PNC Bank and Macys are
located in the same geographic are the chapter works for.
Donors include anyone that is willing to help and give
money. The preliminary target group of those willing to
help is not specific; they can be people, businesses, and
corporations that offer something the foundation needs.
Donors for the national foundation come from all over the
country. Donors will usually give money to the chapter that
is nearest to their location.

Donors and Wish-Kids are two publics with very different
characteristics. Wish-Kids have to be between 2.5 to 18 years old in
order to be referred to the foundation and they have to have a life-
threatening disease. In order to qualify, the children cannot have
been granted a wish by any other organization.
Psychologically, the Make-A-Wish Foundation received children
with different attitudes and problems. Some children maintain a
positive attitude throughout their medical condition and are
anxious to receive their wish. Other children have self-esteem
problems that are caused by their medical condition or by simply
knowing that they are sick. Being granted with a wish means the
world to these children. Wish families had expressed how much the
foundation helped their children by motivating them to take their
medicines and follow the procedures the doctor requires.


23
INTERNAL AND EXTERNAL
CONSTITUENCIES
RELATIONSHIPS
WITH THE
Some external constituencies for the Make a Wish
Foundation are the producers, these are the people
that donate, finance and supply the foundation so it
is able to be successful in granting the internal
constituencies, such as the customers a wish. The
Customers, both existing and potential are the
children that are sick that want to make a wish. The
Make a Wish Foundation wants to focus on getting
potential customers and potential donors more
aware of what the Make a Wish foundation does
and how they can be more involved.

The current relationship that potential and current
customers have with the organization at this time is
blurred. Potential volunteers and donors are unaware of
the help that they can give by trying to raise money or
donating their own. Large groups of people that can
easily help who are unaware are local college students.
Children in the area are also unaware that to be eligible
to make a wish doesnt just have to have a life threatening
disease to have their wishes granted.


24
Overview and
Methods
To determine if Duquesne University college students
would be willing to donate to Make-A-Wish, and if they
would be willing to participate in a campus event for the
organization, we composed a survey to be handed out to
undergraduate students that make up the entire
population of the university. We want to know who
students donate to, if to anyone, as well as how much
time they give to volunteering for organizations. We
also wanted to find how receptive students are towards
donating to Make-A-Wish. This information will assist
us in creating an event that students will want and will
be able to participate in.

Each member of our team surveyed 20 people in their
designated area, totaling 140 undergraduate students.
Surveys were collected from the Student Union, Rockwell
Hall, Fisher Hall, College Hall, Mellon and Bayer Hall, the
Rangos School of Health Sciences and Canevin Hall. This
allowed the team to ensure that members of each major
and school would be fairly represented. We conducted the
data collection during the day of October 12. Data was
collected from 10 AM until 10:45 AM.


25
results
There were 59 males and 81 females who participated in our survey. Of that group, 25 were Freshmen, 31 were Sophomores, 39
were Juniors and 45 were Seniors. In terms of work, 65 participants said they were employed part-time, 7, full-time; 19 enrolled in
work study and 49 were unemployed. When asked where you have donated in the past, 51 said none, and 89 listed non-profits and
organizations such as Susan G. Komen, Animal Friends, Childrens Hospital, Habitat for Humanity, Amnesty International, Red
Cross, American Heart Association, Catholic Charities and Alzheimer Association. As for if the subjects currently donate or
participate in events benefiting a non-profit, 68 of respondents said no, while 72 said yes, and wrote about Susan G. Komen,
Animal Friends, Childrens Hospital, Habitat for Humanity, Amnesty International, Red Cross, the American Heart Association,
Catholic Charities and Alzheimer Association. Forty-eight, or 34% of participants do not donate anywhere a year; while the average
Of those surveyed, 42.1%, or 59 of 140, were men, and 57.8%, or
81of 140, were women.
Most respondents were upperclassmen, making up 56 of 140, or
40%. Underclassmen represented 60%, or 84 of 140. In survey
questions regarding student involvement with Make-A-Wish, this
age data suggests there is interest apparent in both under and
upperclassmen.


26
results
Of the students surveyed, 46% (65 of 140) hold part-time jobs,
while 35% (49 of 140) do not hold jobs. These two groups of
students can be targeted to participate in Make-A-Wish events
because they have free time, and those with a part-time job have
some income available to participate or donate.
Overall, 129 of 140 respondents are familiar with Make-A-Wish.
Using these statistics, the projection is about 5397 Duquesne
undergraduate students out of 5858 are familiar with Make-A-Wish.
These results suggest there is no need for awareness objectives about
the Make-A-Wish foundation. Instead, students need to be made
aware of the Make-A-Wish event and specific facts relating to
Make-A-Wish, such as the cost of $3900 for one wish.


27
results
Because most respondents have either some interest or
indifference in donating to Make-A-Wish, this provides the
opportunity to persuade students to participate in an on-
campus event. Very few respondents were completely
uninterested in donating to Make-A-Wish. Even if students
are uninterested in simply donating money, they may be
interested in donating their time or donating both time and
money through participating in the Wishmakers Race:
Duquesne Edition. A successful promotion and execution of
the on-campus event should be able to convince those who are
indifferent to participate in helping Make-A-Wish. Of the
respondents, 95% (133 of 140) fell under the categories of very
interested, interested or indifferent. If this number is
representative of the entire undergraduate population at
Duquesne University, this would project that 5565 of 5858
would be in the very least indifferent to donating to Make-A-
Wish, meaning there is an opportunity for persuasion.

Of the students surveyed, 64%
are currently donating to
nonprofits while 36% are not. Of
those who are currently donating,
organizations like Susan G.
Komen, Animal Friends,
Childrens Hospital, Amnesty
International, Red Cross, the
American Heart Association,
Catholic Charities and Alzheimer
Association were mentioned.
Duquesne students definitely
have an interest in donating, and
are already fairly aware of the
Make-A-Wish Foundation. An
on-campus event might be able to
reach more students who could
donate to Make-A-Wish.
Eighty-three of 140 (59.2%)
surveyed specified the reason for
difficulty in donating is a lack of
funds. This is an important figure
to note because the target group
for Wishmakers on Campus is
college students. In order for a
successful Wishmakers on
Campus event at Duquesne
University, the limitations and
difficulties students for students
must be considered. Because of a
lack of funds, it is important to
keep the registration fee down so
that the maximum amount of
students can participate.
Additionally, in planning the
event, expenditures must be kept
low in order to keep overall costs
at a minimum.


28
results
of respondents indicated keeping busy, 8% of students listed
community service requirement, and 5% said extra time as their
motivation to donate. To tap into the motivation of students, the
children who will be benefiting from the event must be highlighted,
focusing on the cost of a wish and how students can help raise the
money to grant a childs wish. The event must also be promoted as a
fu, team activity that students can participate in with their friends.
Fifty-two percent of surveyed students would be interested in
participating in an on-campus Make-A-Wish benefit event. This
response is given prior to student awareness of the nature of the
event. Therefore, promotion of Wishmakers Race: Duquesne
Edition can be tailored to retain this percentage of interested
students and to try to attract the students who previously indicated
no interest.
Students cited their greatest motivation for donating as helping
others, at 61%. Reasons like outside pressure, other and boredom
received 0%. Personal satisfaction also rated high, at 21%, while 4%


29
results

Based on the survey results, it is clear most students know
about Make-A-Wish. Therefore, acceptance and action
objectives can be focused on. However, awareness can be
created by establishing to the public that Make-A-Wish is not
just for terminally ill children. Most respondents showed
interest in donating to Make-A-Wish, therefore a well-
marketed campus event should be successful.

The top reason for students to not be interested in
participating in Make-A-Wish events was a lack of funds.
Because of this, an event must designed that would focus on
fundraising, as opposed to donations. Also, an alternative
method to benefit Make-A-Wish is to promote their
internships and volunteer opportunities. Many students are
unemployed and thus would have the time to participate.
Students who do have a job work mostly part-time, which
provides free time and income to donate to Make-A-Wish.

Those uninterested in involvement or donation must be
aware that this campaign is not solely searching for money.
This point can be promoted with the event, Wishmakers
Race: Duquesne Edition, or through internships with Make-
A-Wish. Many students are already currently donating to
nonprofits (64%) and they could be convinced to become
involved with Make-A-Wish through a well-executed
campaign on campus.


30
analysis

Results of research gives valuable information on the
attitudes, interests, behaviors and opinions of Duquesne
undergraduate students. The data collected shows that
students are aware of the Make-A-Wish Foundation and are
interested in donating, but face constraints, mainly; lack of
funds. Based on student interest results, Duquesne
University appears to be a favorable launch location for this
campaign.

With this research, Steel City Public Relations has
developed a well-planned and executed on-campus
campaign and event titled the Wishmakers Race:
Duquesne Edition that will allow students to raise
funds for Make-A-Wish and inspire student
involvement with the organization.


31
Goals, Objectives,
Messages and Tactics



32
Goal and
objectives

GOAL: To develop and establish an event for the Wishmakers on Campus Program at Duquesne
STRATEGY: Duquesne Race: Wishmakers Edition. March 31
st
, 2012
OBJECTIVES:

1. (AWARENESS): To promote awareness of the event Wishmakers Race:Duquesne Edition among
80% of Duquesne undergraduate students between January 31
st
and March 31
st
.

2. (ACCEPTANCE): To establish a base of 40%
of Duquesne undergraduate students who are open
to fundraising and participating in the Duquesne
Race: Wishmakers Edition between February 15
th

and March 15
th
.

3. (ACTION): For 10% of Duquesnes
undergraduate students to register for the event
Duquesne Race: Wishmakers Edition between
March 1
st
and March 31

4. (ACTION): To raise the cost of one wish
($3,900) between January 15
th
to March 31
st
from
fundraising and donations given by 30% Duquesne
undergraduate students.


33

AWARENESS MESSAGES
Learn more about the Wishmakers Race: Duquesne
Edition event in benefit of the Make-A-Wish Foundation
by visiting the Facebook page:
www.facebook.com/wishmakersraceduquesne
Race to make a wish come trueWishmakers Race
Duquesne Edition
YOU have the chance to make a childs wish come true:
Register for the Wishmakers Race: Duquesne Edition!
It is easy to register for the Wishmakers on campus
event. Simply go to our Facebook page and submit a
form or find us at the table in the Union!
MESSAGES

ACCEPTANCE MESSAGES
By participating the Wishmakers Race Duquesne
Edition YOU have the chance to make a childs wish
come true!
Dont have the funds to donate to a non-profit
organization? Join us in the Make-A-Wish-
Foundations Wishmakers Race Duquesne Edition to
raise funds to grant the wish of a child!

ACTION MESSAGES
It is easy to register for our Wishmakers on Campus
event. Simply go to our Facebook page and submit a
form or find us at a table in the Union!
We can only grant a childs wish with all of YOUR
help. Duquesne students, help us race for a wish at


34
TACTICS
OBJECTIVE 1: AWARENESS
DOOR HANGERS
POSTCARD
PRESS RELEASE
EVENT POSTERS
CAMPUS DISPLAYS
BROCHURE


35
!

SIGN-UP
TODAY!
Wishmakers Race:
DUQUESNE EDITION

Duquesne students
help us race for a wish
at our Wishmakers
race: Duquesne Edition!
ALL proceeds to benefit
the Make A Wish
Foundation of Greater
Pennsylvania and
Southern West Virginia
HERES HOW:
! Visit our official
Facebook page
www.Facebook.com/
WIshmakersraceduquesne
! Registration tables in
the union
During the month of
march
! Follow us on twitter
for up-to-date
registration
information
@wishmakersduq
DOOR HANGERS
The door hanger is a unique tactic that has the
potential to raise a large amount of awareness for not
only the Make A Wish Foundation of Greater PA
and Southern WV but also for the Wishmakers Race.
The door hanger is bright and attractive which will
draw more attention to it. Also, the door hanger will
be distributed throughout all dormitories on
Duquesnes campus as well as the academic
buildings. The door hanger contains specific
information about the race as well as the different
ways to register.


Budget: The cost of the tactic is fairly low, with paper
costing $6.79 for 500 sheets. The ink price will
completely vary upon the type of printer. Also the Boys
and Girls Club will need an intern or employee to
organize and cut the door hangers if they do not hire a
company to produce them for them.

Objective: The door hangers will not only increase the
awareness of the event but also contributes to the action
objective in that it shows how to sign-up for the actual
race.

Evaluation: Ultimately, the evaluation of the tactic can
find out how many students became aware of the Make
A Wish Foundation and the race by how many actually
use the How To information on the back of the door
hanger to sign up to race! Once the students begin to fill
out the paperwork to participate in the race we can ask
them to fill out a questionnaire including a question
about how they become aware of the program and have
the door hanger be an option.



36

!

!

The Boys and Girls Club has
MANY locations! Find the one
closest to you HERE:
http://www.bgcwpa.org/cont
act.asp
Monday-Friday at 3:00pm
YOU! And the Boys and Girls
Club of Western PA
NOW

Sign up
!

Duquesne University
600 Forbes Ave
Pittsburgh, PA 15219
WHERE
March 31
st
2012 at 1:00pm
WHEN
YOU! And the Make A Wish
Foundation
WHO
[Recipient Name]
[Street Address]
[City], [State][Postal Code]
WISHMAKERS RACE

4 PEOPLE PER TEAM
$10 PER PERSON
REGISTRATION PACKETS AND
TSHIRTS AVAILABLE IN THE
STUDENT UNION
QUESTIONS? CONTACT
DUQRACE@GMAIL.COM
DUQUESNE EDITION
!

The Boys and Girls Club has
MANY locations! Find the one
closest to you HERE:
http://www.bgcwpa.org/cont
act.asp
NOW

Sign up
!

Duquesne University
600 Forbes Ave
Pittsburgh, PA 15219
WHERE
March 31
st
2012 at 1:00pm
WHEN
YOU! And the Make A Wish
Foundation
WHO
[Recipient Name]
[Street Address]
[City], [State][Postal Code]
WISHMAKERS RACE

4 PEOPLE PER TEAM
$10 PER PERSON
REGISTRATION PACKETS AND
TSHIRTS AVAILABLE IN THE
STUDENT UNION
QUESTIONS? CONTACT
DUQRACE@GMAIL.COM
DUQUESNE EDITION
MAKE-A-WISH FOUNDATION OF GREATER PA & SOUTHERN WV
MAKE-A-WISH FOUNDATION OF GREATER PA & SOUTHERN WV
POSTCARD
Objective: The postcard tactic fulfills not only the awareness
objective by bringing more attention to not only the Make A
Wish Foundation but also the Wishmakers Race. The postcard
also falls under the action objective by listing ways in which
participants can register for the event.

Evaluation: Ultimately, the evaluation of the tactic can find out
how many students became aware of the Make A Wish Foundation
and the race by how many actually use the How To information
on the back of the postcard to sign up to race! Once the students
begin to fill out the paperwork to participate in the race we can ask
them to fill out a questionnaire including a question about how they
become aware of the program.
The postcard tactic is a relatively easy way to reach a large
audience. The postcard, which is inexpensive to produce,
can be distributed to the entire Duquesne University
community through the University Mailing List. This list not
only contains the addresses for students on campus but also
those who live off campus, faculty, employees and donors.
The postcard contains instructions on how the receiver can
register for the actual race as well as information concerning
the race. The postcard is the perfect way to reach students
and faculty alike quickly and easily!

Budget: The postcard tactic is fairly inexpensive as far as 100
sheets of postcard paper is $12 and the ink will vary
depending on the make and model of the printer. The most
expensive aspect will be the postage



37


FOR IMMEDIATE RELEASE:

DUQUESNE STUDENTS BECOME WISHMAKERS IN EVENT

Duquesne University students can help make wishes come true on behalf of the
Make-A-Wish Foundation with the launch of their first annual Wishmakers Race:
Duquesne Edition to be held March 31.
Students can register in teams of four to compete in a race of activities
representing popular Make-A-Wish wishes. Registration donations are $10 and will
go towards funding one wish, costing $3900. Students can register in BLANK
starting on BLANK. All participants will receive a tee shirt and are eligible for prizes.
The Make-A-Wish Foundation of Greater Pennsylvania and Southern West
Virginia was founded in 1983 and grants wishes to children ages 2.5 through 18 with
life threatening illnesses. This is Duquesne Universitys first partnership with Make-
A-Wish in sponsoring the Wishmakers Race.





PRESS CONTACT


FOR IMMEDIATE RELEASE:

SPONSORS NEEDED TO MAKE DUQUESNE WISH COME TRUE

Sponsors and donations are needed for the launch of Duquesne Universitys first
annual Wishmakers Race: Duquesne Edition, in partnership with the Make-A-Wish
Foundation of Greater Pennsylvania and Southern West Virginia, to be held March
31.
Prizes and supplies [DETAIL] to help Wishmakers execute a successful event
will help Make-A-Wish and Duquesne University grant one childs wish, costing
$3900.
Students can register in teams of four to compete in a race of activities
representing popular Make-A-Wish wishes. Registration donations are $10 and will
go towards funding one wish, costing $3900. The event will be held on March 31 at
TIME at LOCATION.
The Make-A-Wish Foundation of Greater Pennsylvania and Southern West
Virginia was founded in 1983 and grants wishes to children ages 2.5 through 18 with
life threatening illnesses. This is Duquesne Universitys first partnership with Make-
A-Wish in sponsoring the Wishmakers Race.


PRESS CONTACT
PRESS RELEASE
Budget: Using electronic
submissions, the press
release will be free.

Objective: The press
release will promote
awareness of the event and
will also call to action for
registration and
donations/sponsorship.

Evaluation: Evaluation
will be based on the
number of times the press
release is picked up and
published. In order to do
so, local markets, including
Duquesne University and
the city of Pittsburgh, must
be monitored.


38
This tactic consists on an announcement (flyer-format) of
the Wishmakers Race: Duquesne Edition and it will be
displayed in the screens at the Liberal Arts building of
Duquesne University. The purpose of this announcement is
to spread awareness of the event among students who
receive classes in the building. The announcement would
run from the very beginning of the semester till the day of
the event and it will encourage people to sign up for the
race.

College Hall has two digital screens located in the second
and third floor. These are good spots to place the
announcements because all the students and faculty
members that walk through the halls to go to class can look
at it. If the event is promoted from the very beginning of the
semester, there are greater chances that people will be know
about it. Hopefully, once they see the announcement a
couple of times they will spread awareness through word-of-
mouth to their friends.

Budget: There will be no cost for placing this announcement
in the digital displays and there will be no cost in creating it
therefore this tactic has a great chance of being successful
and promoting awareness of the event.

Evaluation: This tactic can be evaluated by getting an
estimate of how many students walk through the screens
from Monday through Friday. The registrars office can
provide the information of how many classes are offered
Monday through Friday in the second and third floor and
how many students attend these classes. These numbers will
provide a close estimate of how many students can be
reached by this announcement.
EVENT POSTER
Wishmakers Race
Duquesne'Edition
For the 1st time on campus
EATING CONTESTS,
SACK RACES,
TUG OF WAR,
& MUCH MORE!
for a day of FUN and Outdoor Adventures $10
Help us raise the cost of one wish $3,900. SHARE THE POWER OF A WISH!!!
For more info contact: wishmakers@duq.edu
MARCH 31st Beginning at 10:00 a.m. Groups of four can register now.


39
The Poster for the day of the event is a useful
tactic because it will be hanging at the event to
signify the purpose of the Wishmakers Race. The
poster will contain information about the event.
The poster is a significant tactic because it will
keep individuals aware of the event that is
happening on campus.

Budget: The tactic is pretty costly because of the
production and the size of the poster. The poster
will be four feet by six feet.
Objective: The poster will help increase
awareness about The Make-A-Wish Foundation
and the Wishmakers Race, Duquesne Edition.
The poster will remind the public that a special
event is taking place!

Evaluation: The evaluation of this tactic will
help measure the amount of students that become
aware of The Make-A-Wish Foundation. After
the event takes place, we will be able to follow up
with the participants via questionnaire.

EVENT POSTER
Wishmakers Race
Join us today for fun activities
Help raise money for the Make-A-Wish Foundation!
and much more!
Thank you for being a part
of our special event!
Duquesne Edition


40
Campus displays will allow the campaign team to raise
awareness about the race. The dispays will contain the
flyers designed for the event as well as information
about how to sign-up for the race. The displays will
also be bright and visually attractive to ensure
maximum exposure. The display will include balloons,
blue and silver star lights and signs, the make a wish
logo, a few make a wish stories, and information about
the race. The opening line in bubble letters will say,
Race for a Wish in bubble letter font.
Budget:
Purple, blue, black, white, & silver paper
streamers- $20.00/or donated
Make a wish stories/posters- donated from
Make-a-Wish- free
Total Budget of $20.00

Evaluation:
This tactic will promote awareness for the Duquesne
Race Event. We will first buy paint paper and
decorations, then ask for make a wish to donate
pictures and stories of previous wishes grated to display
in the cabinet. Next we will rent the display cabinet for
a months time prior to the event date. The chest
display will include all the information regarding the
event and how to sign up.
CAMPUS DISPLAYS


41
The brochure has the potential to raise
awareness among college students and others
about The Make-A-Wish Foundation of
Greater Pennsylvania. This brochure is two-
sided and attractive to the eye. The brochure
will contain important and worthwhile
information about Make-A-Wish and
Wishmakers Race, Duquesne Edition
respectively. The brochure is a worthwhile
tactic because that it can be placed in various
spots across campus and is easily noticeable.

Budget: The cost of this tactic is low, with
paper will cost $6.79 for 500 sheets. The ink
price will vary based on printer.
Objective: The brochure will help to increase
awareness of The Make-A-Wish Foundation
and of the actual event. The brochure is also
a good reminder to sign-up for the
Wishmakers Race.

Evaluation: The evaluation of this tactic can
help measure the amount of students become
aware of The Make-A-Wish Foundation and
the Wishmakers Race. After students
participate within the Race, we will be able
to gage a better understanding from a
questionnaire.
BROCHURE
Wishmakers Race
Duquesne Edition
The Make-A-Wish was founded in 1980
because a boy name Chris Greicius wished
to be come a police officer.
Since then, this foundation has been
dedicated to enriching the lives of children
with life threatening medical conditions
through its wish-granting program.
Today, Make-A-Wish has reached over
250,000 children around the world.
The Make-A-Wish Foundation of Greater
Pennsylvania and Southern West Virginia
was founded in May 1983 in Pittsburgh,
Pennsylvania.
The Make-A-Wish Foundation of Greater Pennsylvania and Southern West
Virginia grant wishes of children with life-threatening medical conditions
to enrich the himan experience with hope, strength and joy. We are proud to
have served more than 11,000 children in 57 Pennsylvania and 23 West
Virginia counties in our 27-year history.
Wishmakers Race Duquesne Edition is
designed to help grant the awareness of The
Make-A-Wish Foundation on college
campuses nationwide.
Join us on March 31st beginning at 10a.m.
for the first ever Wishmakers Race,
Duquesne Edition!
Register for $10 for a day of fun-fill outdoor
activities!
Help us grant the power of a wish by raising
the cost of one wish, $3,900.
For more detailed information or questions,
please contact: wishmakers@duq.edu.

Saturday, March 31st, 2012
Grab your friends and register in teams of
four at $10 a head. T-shirts will be provided.
Its simple, sign up today to help raise money
for a child in need. The Make-A-Wish
Foundation recognizes your generosity and
is thankful for every dollar raised.
For more information, contact:
wishmakers@duq.edu.
activities begin at 10a.m
on Duquesne University
Campus.
Wishmakers Race
Duquesne Edition*


42
TACTICS
OBJECTIVE 2: acceptance
BAKE SALE
T-SHIRT
POPCORN GIVE-
AWAY
REGISTRATION
FORMS


43
BAKE SALE
Budget:
Brochure Printing for all Bake Sales: Paper: $0.00
Registration Forms printing for all Bake Sales: $0.00
Printing will take place in College Hall Labs at no cost
Napkins, Paper Plates, Plastic Forks and Spoons: Donated by
students
Baked goods: Donated by Students
Table and Tablecloth: provided by Duquesne University
At least two people needed for each bake sale (from 10:30
a.m. to 2:00 p.m.)
Posters: loaned by the Make-A-Wish Foundation

Evaluation: This tactics can be evaluated by counting the number of people
who purchase baked goods and ask for information. To measure the
objective of creating awareness we can count how many people purchase
goods and take a brochure. To measure the objective of creating acceptance
we will count the number of registration forms that are given to students.
This numbers will give us a more accurate idea of how many people we are
reaching through a bake sale and compare it to the total undergraduate
population; it will give us a number of the percentage of people we are
targeting.
One of the tactics that will help promote awareness
and acceptance from Duquesnes undergraduate
students towards the event Wishmakers Race:
Duquesne Edition is a bake sale. Three bake sales
will be planned for the spring semester and they
will take place in the second or third floor of the
Duquesne Union building.

To implement these bake sales the agency will
need for students to volunteer time and donate the
baked goods that will be sold in the bake sale. The
university will lend the table and tablecloth needed
for the three bake sales. The goods that will be sold
at the bake sale include, but are not limited to:
Cupcakes
Chocolate-chip cookies
Brownies
Rice-krispies
Cakes
Scones
Muffins
Sugar cookies


44
Students who register for our event will receive a t-shirt
on the day of the event as part of their registration fee of
about $10-12. This will promote the event, and make
participants easily identifiable with a uniform t-shirt.
Distributing the t-shirts to participants will be a great
way to build a relationship with students on campus and
increase awareness of the Make-A-Wish Foundation.
This tactic will tie in with the acceptance and action
objectives for the campaign, because students will
receive a t-shirt after agreeing to register and participate
in the event. Distributing an event t-shirt is a common
tactic for events similar to the Wishmakers Race:
Duquesne Edition, and will hopefully inspire many
students to become part of the effort to grant a childs
wish.
Budget: (According to CustomInk.com) $6.71 per T-
shirt. Total=$3,086.00. (460 cotton T-shirts, screen-
printing with one color front and back).

Evaluation:
We will be able to evaluate the success of our T-shirt
tactic by the number of participants who register for the
event. Each attendee will receive a T-shirt, and on the
day of the event, all students will be able to wear it
to show their participation. This should
create satisfaction for the participants and will
show their commitment and motivation for
involvement. Hopefully, we will see students wearing
the t -shirt around campus even after the day of the
event!
T-SHIRT
Sarah 8lalsdell
8 Campalgns
ur. Auger
31 CcLober 2011

Wlshmakers 8ace: uuquesne LdlLlon Campalgn 1acLlcs
1. 1o deslgn and dlsLrlbuLe a L-shlrL promoLlng our evenL on campus.

SLudenLs who reglsLer for our evenL wlll recelve a L-shlrL on Lhe day of Lhe evenL as parL of Lhelr
reglsLraLlon fee of abouL $10-12. 1hls wlll promoLe our evenL, and make parLlclpanLs easlly
ldenLlflable wlLh a unlform L-shlrL. 8elow ls a mock deslgn of whaL Lhe L-shlrLs mlghL look llke,
courLesy of CusLomlnk.com.

Mock 1-shlrL ueslgn:

1lmellne:
Monday, March 4: ueslgn and order L-shlrLs Lo be dellvered ln Lwo weeks.
SaLurday, March 31: ulsLrlbuLe L-shlrLs Lo Leams on Lhe day of Lhe evenL.
8udgeL: Accordlng Lo CusLomlnk.com
$6.71 per L-shlrL.
1oLal=$3,086.00. (460 coLLon L-shlrLs, screen prlnLlng wlLh one color fronL and back).
LvaluaLlon:
We wlll be able Lo evaluaLe Lhe success of our L-shlrL LacLlc by Lhe number of parLlclpanLs who
reglsLer for Lhe evenL. Lach aLLendee wlll recelve a L-shlrL, and on Lhe day of Lhe evenL, all
sLudenLs wlll be able Lo wear lL Lo show Lhelr parLlclpaLlon. 1hls should creaLe saLlsfacLlon for
Lhe parLlclpanLs and wlll show Lhelr commlLmenL and moLlvaLlon for lnvolvemenL. Popefully, we
wlll see sLudenLs wearlng Lhe L-shlrL around campus even afLer Lhe day of Lhe evenL!


45
POPCORN GIVE AWAY
The Popcorn Give Away is a great, inexpensive way to
raise acceptance of the Wishmakers race. Students will
hand out free bags of popcorn in the student union over a
period of several days. Each bag of popcorn will display
a sticker promoting the race as well as how to get more
information for registration.

Budget:
75 lbs (.25lbs in each bag) Popcorn Kernels-
donated from local movie theater or 28$ online
bulk order
300 (36) clear plastic bags- $15.00
300 personalized stickers $60.00 (zazle.com)
Total Budget of $75.00

Evaluation: This tactic will promote acceptance of our
Duquesne Race event. First we will buy kernels of corn,
red and green food coloring, brown paper bags, and label
stickers with the events information printed on them. We
will then barrow the popcorn machine and set up a table
in the student union on the provided dates. We will give
away 150 bags each day from 12-2pm with a budget of
$75.00. Our objective will be to provide information
about our upcoming event for the make-a-wish
foundation to the students who accept the popcorn.



46
To promote awareness and acceptance of the event, a
registration form will be distributed at different dates
throughout the spring semester to Duquesne
undergraduate students in an attempt to get them to
register for the event.

The registration form will include contact information,
payment method, a registration section, and a waiver.
Being able to collect this information will give the agency
an idea of the audience they were able to reach. Because
the foundation wants to develop a relationship with their
publics, knowing the demographics about the people that
attend the event will help them in this relationship
building.

The registration forms will help create awareness among
students that take the forms to theirs room and hopefully
they will develop an acceptance towards the event by
considering the possibility of participation in the event.

REGISTRATION FORMS
!
"#$%&'()'%*+!,*(-!!
.%&/-)0#(&!")1#2!3454#&+#!67%'%*+!
!
8*+')1'!9+:*(-)'%*+!*:!%+7%;%74)<!=)('%1%=)+'!*(!$(*4=!<#)7#(!!
llrsL name____________________________________________________________
LasL name____________________________________________________________
hone number________________________________________________________
Lmall ________________________________________________________________
School ?ear___________________________________________________________
Age _________________________________________________________________
Lmergency ConLacL name _______________________________________________
Lmergency ConLacL hone number________________________________________

")1#!"#$%&'()'%*+!
lease clrcle correcL answer
Pave a four-person group? ?LS nC
need a group? ?LS nC
need more group members? (Maxlmum four members) ?LS nC
lf ?LS Lo prevlous quesLlon, how many more members do you need? ____________
rlce $10 per person $40 per group



47
Budget: Registration forms will be printed in the JMA
Labs at College Hall therefore there will be no monetary
cost for this tactic. One of the students planning the event
will need to volunteer their time to print all the
registration forms and distributed them to the people that
will be at the popcorn giveaway, bake sales and
registration days at the Union.

Evaluation: This tactic can be evaluated by counting the
number of registration forms that are printed and
distributed to students. At the end, this number can be
compare to the number of registration forms that are
actually received back. This comparison will provide an
estimate of how much of the target audience was reached.
Although many students might take the registration form,
not all of them will register for the event, therefore this
evaluation method provides an accurate number of the
people that were actually taken from awareness of the
event to action and registration.

.)%;#(!)+7!"#<#)&#!!
l undersLand LhaL lf l geL ln[ured ln Lhe Wlshmakers 8ace: uuquesne LdlLlon LhaL Lhe
unlverslLy, lndlvlduals lnvolved ln evenL, and Lhe Make-A-Wlsh loundaLlon ls noL
responslble for anL ln[urles. l wlll noL hold responslble any parLy menLloned above for
reLurn of my enLry fee lf l am unable Lo aLLend Lhe race.
?ou musL slgn your name ln agreemenL ln order Lo reglsLer for Lhe Wlshmakers 8ace:
uuquesne LdlLlon.
l hereby acknowledge havlng read Lhls 8elease and Walver and l undersLand and accepL
lLs Lerms.
arLlclpanL's slgnaLure
name(s)____________________________ uaLe slgned___________________________
name(s)____________________________ uaLe slgned___________________________
name(s)____________________________ uaLe slgned___________________________
name(s)____________________________ uaLe slgned___________________________

>)?-#+'!-#'/*7!
lease clrcle cholce of paymenL below
8)&/!!!!!!!!!!8/#10!!!!!!!!!! uellvered Lo one of Lhe volunLeers' lnvolved ln plannlng evenL



REGISTRATION FORM



48
TACTICS
OBJECTIVE 3: ACTION
TWITTER
FACEBOOK
REGISTRATION
DAYS


49


SOCIAL MEDIA:
TWITTER
Creating a twitter page will enable the advertisement of the
Wishmakers Event on social networking sites. Utilizing a
Twitter account will enable the company to keep
participants up-to-date with information for the event. This
page would allow students to see the details of the event,
look up information about Make-A-Wish, and possibly
register for the event online. The tweets will be cycled
weekly to ensure maximum exposure as well as to remind
participants and potential participants about the race.

Budget: The cost of someones time to maintain the site.

Objective: Tweets will be used to promote the awareness
of the event, as well as to inspire at least 10% of
undergrads to register for the event.

Evaluation: Number of followers, retweets and mentions
will be used to determine the success of this tactic.







50
SOCIAL MEDIA:
FACEBOOK
Creating a Facebook page will provide advertisement
through social media and will allow students to see the
details of the event, look up information about Make-A-
Wish, and register for the event online. By visiting the
page, students can see which of their friends are
attending, as well as any updates on the event. It is
extremely important to track who is attending the event
because students may be influenced to attend based on
who will be at the event. Many students like to do things
with their friends, and this event will be promoted as a
group activity. The page will be updated frequently from
the time it is published to the day of the event. This tactic
will relate to the Two-Way Symmetric Model and the
Relationship Management Model because it will provide
an outlet for communication and feedback with the public
as well as a means of relationship-building. The overall
success of the page will be determined by the amount of
feedback and interaction with the page.

Budget: The cost of someones time to maintain the site.

Evaluation: The success of the Wishmakers Race: Duquesne Edition
Facebook page will be measured in terms of student feedback. Students
will be able to post on the page, click to attend, and invite friends. If a
good portion of Duquesne students are continually visiting the page,
indicating they are attending, and inviting others to join, we will know
that our Facebook page is an effective and successful form of
communication for the event.

!


51
Volunteers that are planning the event will set up tables in
the Union Building on the days leading up to the event.
Participants of the event will be informed of these dates so
they can register individually or with their groups.
Students will be able to come with their registration forms
filled out or fill them out and pay the registration fee at the
tables.
At the registration table, students will be able to ask the
volunteers questions to have more information on the
event and how it supports the Make-A-Wish Foundation.
This tactic will also help the foundation build a
relationship with their target audience by allowing them
to interact with them during the registration days.
At least two students will be needed to set up the tables.
Chairs, tables and tablecloths will be borrowed from
Duquesne University. To decorate the area and attract
peoples attention the agency suggests that the students
ask the Foundation for big posters with their logo. It is
recommended that they lend portable displays that they
use at their events so that students can make the
connection between the stand and the foundation.

Budget: To carry out this tactic, students planning the
event will need to volunteer their time to set up the table
stands and place the poster boards. Students will also need
to print registration forms and have them at the table. At
least 2 students will need to be at the stand and others
students will be expected to volunteer and take shifts for
the registration days.

REGISTRATION DAYS
Evaluation: This tactic can be evaluated by counting how
many people show up at the table, how many people ask
questions, and how many students register for the event.
They will be able to compare how the numbers differ from
each other during the three days that the registration tables
are at the union. This will allow them to know if people
are being informed about the event as it approaches or if
people are not responding to the events or flyers.


52
KEY PUBLICS
The key publics for the Make A Wish campaign will be Duquesne University undergraduate students. The key public
does not include the faculty or graduate students on Duquesnes campus because undergraduates are more accessible and
available. The undergraduate population at Duquesne University is comprised of 5,858 students who live on campus, off
campus or commute. These undergraduate students are on campus at least twice a week and will be more exposed to the overall
campaign. Undergraduate students also have more time available to dedicate to actually becoming a participant in the Wishmakers Race. The
undergraduate students will also be easier to organize and give up-to-date information to through the Duquesne University mail and email
services.

Secondary audiences for our campaign will include graduate students at Duquesne University, faculty, employees, alumni as well as the
families of all of the above. Our secondary audiences may not be directly exposed to the campaign but may hear about it through word of
mouth. Graduate students, faculty and employees who may be on campus could also be more accessible depending on the amount of time they
are on Duquesnes campus. Depending on how much time they spend on campus our campaign may be more visible to them.

Overall our main public for the Make A Wish campaign will be the 5,858 undergraduate students at Duquesne University. The secondary
audiences will be the 3,804 graduate students, the 946 full and part time faculty, as well as the 79,000 alumni.
The Make-A-Wish Foundation will be able to maintain relationships with those college students who participated within the
Wishmakers Event, Duquesne Edition by creating a separate email list for those participants. Emails that will be sent out will cover,
thank you emails, future donation emails, and also notifications when a specific wish was granted. Invitation emails will also be sent
out to the participants for future fundraising events.

The participants of the Wishmakers Event, Duquesne Edition have the potential to become future donors, therefore, the Make-A-
Wish Foundation should make an effort to keep those students interested and involved within the program. To keep the participants
interested, post cards shall be sent out occasionally, and the different social media outlets will be updated more frequently.

This can be evaluated and documented by the number of participants that respond to email blasts, and those who send in donations to
the Make-A-Wish for future wishes.
STEWARDSHIP


53
BUDGET
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TACTIC COST
Registration Forms Free
Registration Days at the Union Free
Bake Sale Free
College Hall Display Free
Door Hanger $7.00
Postcards $12.00
T-shirts
Facebook Page Free
Twitter Free
Press Release Free
Popcorn Giveaway $75.00
Union Chest Display $20.00
Brochure $7.00
Poster
TACTIC COST
Registration Forms Free
Registration Days at the Union Free
Bake Sale Free
College Hall Display Free
Door Hanger $7.00
Postcards $12.00
T-shirts $3,000.00
Facebook Page Free
Twitter Free
Press Release Free
Popcorn Giveaway $75.00
Union Chest Display $20.00
Brochure $7.00
Poster $150.00
TOTAL $3,357.00


54
TIMELINE
7 - Crder sLlckers, popcorn and
bags for popcorn glveaway and
reserve popcorn machlne for evenL
Llmes.
16 - ulsLrlbuLe
promoLlonal posLcard
conLalnlng lnformaLlon
abouL evenL soclal medla
Lo sLudenLs llvlng on-
campus.
16 - llrsL press release
submlLLed Lo announce
Lhe evenL.
18 - llrsL bake sale Lo
beneflL Lhe evenL ln Lhe
SLudenL unlon.
8eglsLraLlon forms wlll be
dlsLrlbuLed durlng Lhls
Llme.
!"#$"%&
20- CreaLe and granL publlc access
Lo Wlshmakers 8ace: uuquesne
LdlLlon lacebook page.
20 - CreaLe and granL
publlc access Lo
Wlshmakers 8ace:
uuquesne LdlLlon 1wlLLer
page. 1weeLlng wlll
conLlnue unLll day of evenL
wlLh promoLlonal
lnformaLlon.

1 - Second press release senL Lo
local medla ouLleLs such as Lhe
uuquesne uuke, Lhe lLLsburgh
osL-CazeLLe and Lhe 1rlbune
8evlew requesLlng donaLlons and
sponsors for Lhe evenL.

1 - Second round of
promoLlonal posLcards
senL Lo sLudenLs and
Leachers llvlng off-campus.
6 - ulsLrlbuLe door
hangers ln Lhe academlc
bulldlngs, lncludlng class
room doors, baLhroom
doors, lounge doors, eLc.
13 - ulsLrlbuLe brochures
wlLh evenL lnformaLlon
across campus.
'()%$"%&
14 - llrsL popcorn glve-away ln
SLudenL unlon. 8eglsLraLlon forms
wlll be dlsLrlbuLed durlng Lhls Llme.
14 - Second bake sale Lo
beneflL Lhe evenL ln Lhe
SLudenL unlon.
8eglsLraLlon forms wlll be
dlsLrlbuLed durlng Lhls
Llme.
Cngolng - ConLlnue Lo
updaLe lacebook page
and 1wlLLer accounL.




55
TIMELINE

1 - ulsLrlbuLe door
hangers Lo dormlLorles.
1 - 8eglsLraLlon day for Lhe evenL.
8eglsLraLlon forms wlll be collecLed
durlng Lhls Llme.
2-3 - 8uy palnL, palnL
brushes and supplles Lo
decoraLe Lhe SLudenL
unlon chesL dlsplay.
4 - ueslgn and order L-shlrLs
Lo be dellvered for Lhe evenL.
3 - SeL up chesL dlsplay on
3
rd
floor of Lhe SLudenL
unlon.

14 - 1hlrd bake sale Lo beneflL Lhe
evenL ln Lhe SLudenL unlon.
8eglsLraLlon forms wlll be
dlsLrlbuLed durlng Lhls Llme.
13 - 8eglsLraLlon day for
Lhe evenL. 8eglsLraLlon
forms wlll be collecLed
durlng Lhls Llme.
16 - Second popcorn glve-
away ln Lhe SLudenL unlon.
8eglsLraLlon forms wlll be
dlsLrlbuLed durlng Lhls
Llme.
March
22 - 8eglsLraLlon day for
Lhe evenL. 8eglsLraLlon
forms wlll be collecLed
durlng Lhls Llme.
31 - uaLe of Wlshmakers 8ace:
uuquesne LdlLlon. A posLer wlll be
dlsplayed durlng Lhe evenL and L-
shlrLs wlll be dlsLrlbuLed Lo
reglsLranLs.
Cngolng - ConLlnue Lo
updaLe lacebook and
1wlLLer page up Lo Lhe
day of Lhe evenL.

Aprll 1 - 1ake down Lhe chesL
dlsplay ln Lhe SLudenL
unlon.
Clean-up and Lhank you Lo all Lhose
who parLlclpaLed ln plannlng and
coordlnaLlng Lhe evenL





56
SNAPSHOT
Secondary Research
Findings
Primary
Research
Key
Publics
Goals & Objectives Strategies
Chapter founded in May 1983 in
Pittsburgh, Pennsylvania.
Granted over 12,000 wishes at average
cost of $3,900 per wish
Chapter serves 57 counties in Western,
Central and Northeaster Pennsylvania
and 23 counties in Southern West
Virginia
Headquarters located in Pittsburgh
Regional offices in Erie, Pottsville,
Punxsutawney, Scranton and York,
and Charleston (WV).
Funding:
49% Individuals
34% Corporations/ Foundations/
Trusts
9% Schools/ Universities
8% Community
Organizations/Churches
Competition:
No direct competition
National Disaster Relief groups pose a
threat
Chapter recognized for setting
benchmark
Lowest cost per wish ($3,900)
Grant over 700 wishes per year

Most people know
about Make-A-
Wish.
Most respondents
showed interest in
Make-A-Wish.
The top reason for
students to be
uninterested in
participating in
Make-A-Wish
events was a lack of
funds.
Most students are
unemployed.

Duquesne
University
undergradua
te students
(on & off
campus)
To develop and establish an
event for the Wish makers on
Campus Program at Duquesne
University.

Awareness: To promote
awareness of the event
Duquesne Race: Wish makers
Edition among 80% of
Duquesne undergraduate
students between January 31
st

and March 31
st
.

Acceptance: To establish a
base of 40% of Duquesne
undergraduate students who
are open to participating in the
Wishmakers Race at
Duquesne University between
February 15
th
and March 15
th
.

Action: For 10% of
Duquesnes undergraduate
students to register for the
event Wishmakers Race at
Duquesne University between
March 1
st
and March 31
st
.

Scavenger hunt type
event at Duquesne
University Campus.
Held on Saturday
March 31,2012 from
10am-3. Students will
register in groups of
four. Fee is $40. Race
for several prizes.
Proceeds of event will
be used to cover
expenses $3,900. Will
be used to grant a
wish.

Theory:
Elaboration likihood
model
Relation management
theory
Two way
symmetrical model



57
SNAPSHOT
Tactics Themes & Messages Timing & Budget Evaluation

Post Card
Door Hanger
Brochure
Poster for Event
Registration
Form
Registration Days
at the Union
Popcorn Sale
Union Chest
Displays
Facebook Page
T-Shirt
Press Release
Twitter
Bake Sale
College Hall
Display

Learn more about the
Duquesne Race:
Wishmakers Edition event
in benefit of the Make-A-
Wish Foundation by
visiting the Facebook page:
www.facebook.com/duque
sneracewishmakers
Race to make a wish come
true Wishmakers Race at
Duquesne University. YOU
have the chance to make a
childs wish come true!
Register for the
Wishmakers Race at
Duquesne University.
It is easy to register for our
Wishmakers on Campus
event. Simply go to our
Facebook page and submit
a form or find us at a table
in the Union!
January- Order stickers, popcorn bags and
reserve popcorn machine. Distribute
promotional postcards. First press release.
First bake sale with Registration forms.
Create Facebook page.
February- Second Press Release. Distribute
more promotional postcards, hangers and
brochures. Hold first popcorn give away and
second bake sale.
March- Hold Registration days. Decorate
windows with paint. Design and order t-
shirts. Hand out more post cards, hangers
and brochures. Hold second popcorn
giveaway and third bake sale. Set up and
Hold event on the 31
st
.
April- Take down cabinet display, and paint.
Clean up and thank everyone.
BUDGET: Door Hanger $7.00
Postcards $12.00
Popcorn Giveaway $75.00
Union Chest Display $20.00
Brochure $7.00
Poster $150.00
TOTAL $3,357.00
Posters and flyers: Will be
evaluated by estimating the number
of people who walk by the locations
where these are placed. This will
provide a base number of students
that are being targeted per week.
Twitter and Facebook Page: The
success of this tactic will be
evaluated by keeping track of the
number of walls posted on the page
and how many people re-tweet and
follow the event on Twitter.
Door Hanger and Postcard: Will be
evaluated by asking students to fill
out a questionnaire the day of the
race to learn how they found out
about the event.
Registration Forms, Registration
Days and Bake Sale: Will be
evaluated by counting how many
registration forms are printed and
how many are left at the end. This
will give a number of the amount of
people that took registration forms
with them.