Campaign Proposal 2013

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Campaign(Proposal(
May$2013$$
LaSarah$Hudson,$Carli$McAlister,$Jason$Riley,$Judey$Sheff$

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Table of Contents
! Executive Summary………………………………………………………………... 3
! Background Research……………………………………………………………… 5
! Primary Research Plan……………………………………………………………... 19
! Goal and Theme……………………………………………………………………. 24
! Objectives and Messages…………………………………………………………... 25
! Strategies…………………………………………………………………………… 28
! Tactics and Logistics………………………………………………………………..30
! Evaluation Plan…………………………………………………………………….. 42
! Appendix A: Client Interview Transcript…………………………………..……… 45
! Appendix B: Medical Community Survey………………………………………… 52
! Appendix C: Public Health/Social Services…..…………………………………… 53
! Appendix D: Sponsor Interview Guide………………..……………………………54
! Appendix E: Patron Focus Group Guide……………...…………………………… 55
! Appendix F: Media Focus Guide……………………...…………………………… 56
! Appendix G: Registration Form………………………………….…………………57
! Appendix H: News Release……………………………………...………………… 58
! Appendix I: Sponsor Pitch…………………………………………………………. 59
! Appendix J: List of Restaurants……………………………... ……………………. 60
! Appendix K: Constant Contact………………………..…………………………… 61
! Appendix L: Trip Advisor………………………….……………………………… 62
! Appendix M: Medical Community Evaluation……...……………………………...63
! Appendix N: Sponsor Evaluation……………………………..…………………… 64
! Appendix O: Public Health/Social Services Evaluations………..………………… 65
! Appendix P: Patron Evaluation…………………………………..…………………66
! Appendix Q: Research Summary……………………………...……………………67
! Team Biographies………………………………………………………………….. 75

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Executive Summary
Through our campaign proposal for Wolfe Street Foundation (WSF), we addressed
several problems that concerned Markey Ford Brisbin. The issues we focused on were the lack of
attendees at already established events, a need for greater funds, larger membership, creating an
image for WSF as a community resource center, and changing the face of alcoholism. WSF is a
nonprofit that offers positivity in its community. The challenge is getting others to understand
the community’s need for WSF. We created tactics to help WSF resolve the issues mentioned
above. WSF has the potential to bring awareness to various audiences within the Little Rock
community. Our tactics involve those that primarily reach out to those audiences on a grassroots
level; It is our goal to seek them out.
The Problem:
WSF is currently underfunded due to the less than ideal attendance at fundraisers and programs
because of the public’s outlook on alcohol addiction and also because of low patron donations.

Campaign Goal:
To increase awareness and change attitudes to position WSF as the leading resource center for
alcoholism, education, and recovery, while securing community support and funds to keep the
WSF mission alive.

In order to achieve our tactics, we will implement three types of strategies: mass media,
channels, digital media/channels, and direct communications. These strategies will help us
achieve our campaign goal and specific campaign objectives.

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Objectives:









To be recognized by 25% of Little Rock’s medical professionals as a go-to facility for
continuing medical education by January 2014.
To obtain attendance of 150-200 medical professionals at a continuing medical education
conference held by WSF by December 2014.
To be recognized by 20% of local clinics, hospitals, and counseling centers as a reliable
resource center by March 2014.
To increase the number of referrals to WSF by 5 by March 2014.
To gain at least five business sponsors who have never attended WSF fundraising events
by April 2014.
To achieve a $20,000 increase in business sponsors’ donations to WSF by April 2014.
To increase the level of awareness from patrons’ family and friends awareness about
WSF “coping program” to 50% by July 2014.
To gain at least 15 friends and families to participate in WSF programs and events by
July 2014.
Through research, we discovered that WSF already implements fundraising events on a

large scale. However, WSF is lacking ideal attendance for these events. Tactics outlined in this
campaign would aid WSF in obtaining optimal attendance. Grassroots campaigning is about
reaching people on their level, and oftentimes, it involves simple strategies. These simple
strategies are similar to taking small steps towards progress. With this campaign, we aim to take
the necessary steps towards a brighter day for WSF, and subsequently for the patrons who
depend on WSF.
Theme:
A Step Towards a Brighter Day. WSF, your ultimate resource center.
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Background Research
Introduction
There are many factors to be taken into consideration when creating a campaign for an
organization. It is important to know the organization’s goals, target audiences, messages they
want to deliver to those audiences, and what research needs to be done. While interviewing the
executive director of Wolfe Street Foundation, we discovered many of these aspects of her
organization.
Campaign Goals
When we interviewed Markey Ford Brisbin, Executive Director of Wolfe Street
Foundation (WSF), we discovered that the organization had six clear goals in mind: increase
awareness of its organization, alter views towards alcoholism, be acknowledged as a community
resource, increase membership funding, increase participation, and increase event impact. All of
these goals are sensible, and will eventually lead the organization into more success. A few
components of the goals expressed by Brisbin can be found in WSF’s mission statement, which
Brisbin stated as, “to serve as a facility for Alcoholics Anonymous (AA) and as an education and
prevention program.” As of now, the mission statement is incomplete because it does not
encompass all of the desired goals of WSF. A new mission statement is in order to reflect WSF’s
new goals. This will give WSF a new, solid foundation to build from to ensure that the
organization does not lose sight of their goals.

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Moreover, half of Brisbin’s goals involved action on behalf of the community or potential
members. In order to reach those goals that involve action, the goals that influence awareness
and attitudes will need to be fulfilled first. For example, to increase membership funding, WSF
would first need to raise awareness in the local and extended community among those who do
not know about them. In addition, Brisbin expressed that she wants more membership from those
who succeeded in the program. The dues that are collected from members would help with
WSF’s annual income. Also, it would help lessen the amount of energy expended on fundraising
as well as produce more volunteers. Increasing membership for WSF would be a tremendous
benefit for this organization.
Campaign Target Audiences
According to Brisbin, WSF has several target audiences: traditional news media,
recovering alcoholics, local businesses, upper-middle class residents, and medical professionals.
The target audiences for WSF are diverse. It will be a challenge to design messages that tailor to
these different audience members. We must be sensitive to the different viewpoints of our target
audiences to effectively reach them. For instance, recovering alcoholics and the upper-middle
class may have opposing views about alcoholism. However, to run this campaign we must
consolidate those views in a way that brings support for the overall objective: to provide
resources to those who suffer with alcoholism. Brisbin said, “Alcoholism knows no race, age,
gender, class…everyone knows an Uncle Ernie.” Addressing the various target audiences for this
organization is the making and breaking point for this campaign.
Furthermore, Brisbin explained to our class during the interview that WSF hosted three
fundraisers throughout the year such as “Night at The Rep,” “Golf Scramble,” and “Oscar

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Night®.” When asked about the budget for these events, Brisbin said, “For the fundraiser, I have
a $10,000 budget. That is for ‘The Night at The Rep.’” These fundraisers bring in about 40% of
WSF revenue, and Brisbin explained that they are broken down into different tiers. Brisbin went
on to say that, “The Night at The Rep’ caters to anyone who can give, while ‘Oscar Night®’ is
more for the upper class of Little Rock.” Accordingly, these fundraisers are successful, but
Brisbin would like to reach more residents in the upper-middle class of Little Rock.
Campaign Messages/Themes
As stated before, the overall message and theme that this organization wants to
disseminate to its target audiences is that “alcoholism knows no race, age, gender, or
class…everyone knows an Uncle Ernie.” This is a message that can resonate with everyone in
the target audience because this message does not have a specific face; it incorporates everyone
because it affects everyone: children, adolescents, friends, coworkers, the community, etc.
Further, Brisbin wants target audiences to know that “WSF is 100% privately funded, which
means that it receives no government assistance.” It truly is an organization that is run by its own
people-recovering addicts themselves. When an organization is privately funded and run by
people who have successfully completed the steps towards recovery, it gives the organization an
authentic personality. It is a positive message that is sure to resound with audience members.
Also, WSF has other messages of this specific type. For example, Brisbin said, “WSF is a
resource center for those who have hit the bottom and have had enough.” WSF wants all of those
struggling with alcohol addiction to know that they are there to help, but only if a person chooses
to make the change. This message is comforting and straight-forward to its specific audience.
With this message in place, WSF knows its purpose is to serve those in need.

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Sources of Background Research
This preliminary interview with Brisbin raised concerns about how WSF viewed their
peers and competitors within the addiction and recovery sector. In the interview, Brisbin stated
that an ideal situation would be for members to attend groups closer to their homes, but still
retain membership in WSF. We have looked into other 12-step-related programs that are similar
to WSF locally and nationally to compare and contrast best practices within the addiction and
recovery sector (Appendix Q). In order to get more information, we investigated websites,
articles, and journals that pertain to organizations that use the 12-step model. Other sources of
background knowledge include a clear understanding of how Alcoholics Anonymous works,
including its mission and an outline of the 12 steps. Also, exploring WSF’s tactics currently in
use to reach their target audiences could aid in future actions to reach these audiences. We want
to find out what works for those organizations and what does not work. We want to find out how
to make WSF stand out from all of the rest in a positive way that encourages healthy competition
to ensure that WSF receives resources of both quality and quantity to further its endeavors and
ultimately reach its goals.
Conclusion
WSF is currently in a transitional phase. They want to be seen as a community outreach
center and a resource for local businesses, as well as provide resources for those who suffer with
alcoholism. Their target audience is broad, enveloping traditional news media, recovering
alcoholics, local business, upper-middle class residents, and medical professionals. However, we
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must first encapsulate these goals and objectives into a mission statement. Once the statement is
in place, we can create a plan to make WSF well known in the community as a center for AA
resources and community involvement.

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Secondary Research Report
There was much useful information discovered in the secondary research provided by the
other teams. With their compilation, we were able to grasp a better understanding of Wolfe
Street Foundation in conjunction with AA, industry and peer competitors from the addiction and
recovery perspective, and WSF’s primary and secondary audiences. In addition, we discovered
issues that require more research along with some relevant information that could help improve
WSF in various areas. This compilation was helpful in understanding WSF overall; however,
some more questions were raised in the light of creating an effective campaign for Markey Ford
Brisbin, Executive Director of WSF.
Understanding Wolfe Street Foundation: An AA Approach
The AA Background
WSF is a unique organization that implements the 12-Step program, which goes hand-inhand with Alcoholics Anonymous, a form of group therapy that focuses on wellness and
recovery for alcoholics. Service is offered free of charge for all those who desire recovery. While
the 12-Step Program and AA are criticized by varying groups in the addiction and recovery
discourse, there are many organizations such as WSF that utilize this method and successfully
reach positive outcomes.
AA is inherently unique because it has factors that classify it as a “specialized method.”
AA was established on August 11, 1938, to help those living with alcoholism on a peer-to-peer
basis, and for 75 years this tradition still carries on as a vital component to the recovery process
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(Information on A.A., 2013). While it is true that the 12 Steps originated within a religious
context, it is understood that AA welcomes all those who identify with religious affiliations or
not. Due to AA’s acceptance of all individuals, WSF is able to reach a wide variety of those
seeking help without exclusion.
WSF Message Based on AA
This distinctive program implements its own traditions and culture, which was founded
informally by those suffering with alcoholism (Information on A.A., 2013). AA’s initial informal
assembly has a significant role in AA’s culture. An AA group’s personality can vary depending
on its members. According to Brisbin, an AA group is similar to a spiritual family (M.F. Brisbin,
Interview Transcript, 2013). WSF utilizes the 12-Step program and approaches recovery in a
highly personal manner. The 12-Step program is about recovering and helping others in the same
predicament. This is a core value that Brisbin mentioned in the preliminary interview.
Volunteerism is an integral component of recovery because those who have recovered “have the
ability to come back to help those in need” (M.F. Brisbin, Interview Transcript, 2013). This
principal of service is a core value of WSF, which holds true to the core values of AA in general.
WSF can run an effective campaign by focusing on this message: “Stay sober and help others
achieve sobriety too.” It is clear and simple. This is what defines WSF.
Industry and Peer/Competitor Tactics: How Other Organizations in the Industry Excel
There were outstanding self-sustaining programs implemented by peer organizations that
could be utilized by WSF (See Appendix Q for overview). In this industry, organizations focus
on getting their messages out to the public to receive the necessary funds. In the preliminary
interview, Brisbin stated that she was interested in more programs that could possibly generate
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more income as opposed to relying heavily on huge fundraisers (M.F. Brisbin, Interview
Transcript, 2013).
While major fundraisers play a huge role in providing funds for a nonprofit, it is
important to drive income at a steady pace. For example, a vast amount of information was
discovered regarding self-sustaining practices such as the annual fashion show hosted by the
Bridge House (BH) of New Orleans (Bridge House, 2013). A program of this nature requires an
in-depth internal and external recognition of an organizational purpose. For example, WSF must
provide internal and external audiences with a clear message, such as the one mentioned above.
The tactic utilized by BH shows that they have a reasonable understanding of their
community audience. BH figured out a way to get external sponsors involved by creating a
program that appealed to the self-interests of sponsors. BH was able to tap into sponsors who
valued fashion and design, and was able to create an event that brought attention towards local
designers and met their fundraising needs. Overall, both parties were able to benefit from this
event in a satisfactory way.
Furthermore, the Gyst House (GH) located in Little Rock, Arkansas, provided excellent
examples that WSF could use. For instance, recovering members are able to detail vehicles for
GH revenue (Gyst House, n.d). This program involves current members, and the “giving back”
message aligns with WSF. This is a tactic that ensures revenue to remain self-sustaining. In
addition, this inexpensive service offered by GH reaches out to low-income community members
who want to contribute to GH’s mission. There is a huge take away from this peer organization;
WSF can design various events and programs based on its various audience members in the
community.

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Understanding Alcoholism and Addiction: Building Awareness for Primary and Secondary
Audiences.
Primary Audiences
It is important to understand the nature of alcoholism and addiction when dealing with
organizations such as WSF that aid in recovery. Brisbin stated that alcoholism affects everyone
in some way. It is also important to figure out who it affects so an effective campaign can be
created for this audience. It could be one campaign targeted toward WSF’s different audiences
with a similar message that hits home with each group. But first, alcoholism and addiction must
be understood for these audience members.
It is understood from the research gathered on alcoholism and addiction that addictions
are warranted with their own set of criteria. Alcohol dependence can be identified as having
“strong cravings to drink, the inability to stop drinking after it is started, physical dependence
and withdrawal symptoms” (Substance Abuse and Mental Health, 2008). Addictions should not
be confused with habits because an addiction has the ability to severely interfere with normal
day-to-day functioning, whereas a habit is relatively harmless (Medical News Today, 2011).
When a hindrance is present in normal functioning, problems are prone to follow those who have
addictions—whether it is substance addiction or behavioral addiction. Fixations on substances or
behaviors take their toll on productivity in all areas of life. In short, research suggests that
addiction is indeed an economic, social, and psychological problem. For example, it is reported
by the National Institute of Drug Abuse that 18 million people are addicted to alcohol in the
United States. According to the US Census Bureau, there are currently a little over three-hundred

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million people in the United States. This indicates that nearly six percent of the U.S. population
is dealing with alcoholism alone.
These statistics can resonate with a number of potential audience members in the Little
Rock area. WSF can find audience members who are personally affected by alcohol-- whether it
is a family member, friend, coworker, etc. However, they must be able to recognize what the
problem is and how to identify it. So, a campaign that informs community members about
alcoholism and addiction is beneficial for WSF. In addition, it is documented that the number of
people living with alcohol dependence in Arkansas is higher compared to national rankings
(Substance Abuse and Mental Health, 2008). These numbers tell us that there is a need for
organizations such as WSF who treat those dealing with alcoholism and other addictions. This
information is highly relevant in helping WSF because it brings alcoholism and addiction into
perspective. It lets us know that this organization has the potential to help many individuals in
Arkansas. Awareness is necessary because alcoholism is a real problem in the United States and
subsequently in Arkansas.
Secondary Audiences
WSF has an extensive list of secondary audiences that help in achieving their mission of
aiding those with alcohol addiction. WSF has recently partnered with over 35 local businesses
and media outlets to spread awareness and garner support within the community. WSF has built
long-term relationships with these audiences that have allowed for successful fundraisers such as
the Oscar Experience® and other programs that aid in recovery.
One of the many ways WSF attracts its sponsors is through recognition. WSF values each
person who makes a financial contribution. For example, WSF gives a key chain to those who
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donate, and this group of people is recognized in the annual reports (M.F., Brisbin, Interview
Transcript, 2013). WSF provides an excellent incentive for those who donate by providing each
sponsor with a tax identification number for the opportunity to gain a tax deduction for their
donations at the end of the year. It is evident that WSF values their sponsors and resources
through the incentives that are provided; however, research has shown that organizations must go
beyond the expectations of their sponsors to make them feel important. An effective campaign is
attainable when audiences’ self-interests are served. By serving the sponsors’ self-interests, WSF
must think about what sponsors really desire in this partnership. For instance, corporate sponsors
may enjoy an offer for spa gift certificates for their employees along with a tax write-off. The
incentives can correspond to self-interests that are unique to each sponsor. This small gesture
ensures WSF displays an in-depth involvement with its sponsors. It will show that WSF
recognizes each of its unique sponsors.
This tactic of dealing with sponsors is similar to the one used by Serenity Park (SP). For
example, SP recognizes their sponsors by giving them bricks with their names engraved on them.
This small gesture signifies much more than the brick as a gift; it tells the sponsors that they are
a part of the foundation that makes SP the organization that it has become. In comparison, the
WSF website has a “Sponsor a Meeting Room” link, which is a designated place where sponsors
can visit online to honor a friend or loved one (Sponsor a Meeting, 2013). WSF also has a
“sponsor a pew” link. This form of donation is tax deductible. WSF does its best to make sure
every donation counts by recognizing its sponsors in some way. Again, it is important to make
incentives unique and personable. During the preliminary interview, Brisbin stated that WSF
hosts letter-writing sessions during AA meetings and the participants have the opportunity to tell
donors about the impact their contributions had on recovery. In turn, sponsors truly know that
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they are helping a worthy cause. (M.F. Brisbin, Interview Transcript, 2013). Letters sent to
patrons further instill the personal atmosphere of WSF.
Suggestions for Additional Primary Research
There is some information that is lacking within the secondary research that should be
looked into more closely such as the research that focuses on sponsors and how WSF actually
configures incentives for certain programs such as the Annual Golf Scramble, mentioned in the
secondary research on WSF. For example, questions were raised on how the incentives were
configured and how WSF figured out who to target for this event. In addition to the sponsors’
incentives, what is the sponsors’ role in WSF events? Exactly what are these sponsors’ roles in
the community that makes WSF target them for these events? Also, questions arose about how
WSF prioritizes their audiences. We want to know if WSF is utilizing their relationships with
sponsors in the most effective manner. Are there certain sponsors and audience members
neglected? If so, who are they and how can we better the relationship? What do the sponsors
really want as an incentive from WSF? And if the desired incentive is determined, will sponsors
be more apt to participate?
Imperative Findings Overlooked
It is a valid point that alcoholism affects everyone and has no race, gender, age, class, or
creed. However, this is a statement that may deter the WSF campaign from discovering target
audiences. So in essence, we must give alcoholism multiple faces to some degree to expand the
reach and effectiveness of WSF. Furthermore, Brisbin mentioned parenting classes for
recovering alcoholics during the interview. This is a great idea, but a normal parenting class
would be insufficient for recovering alcoholics. A recommendation is for WSF to implement an
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in-house parenting program. To gain attendance, the parenting class should pertain to the
obstacles and circumstances that recovering alcoholic’s face, for they are dealing with a unique
situation. Moreover, through the preliminary interview, it was discovered that Brisbin may be in
need of understanding what it means to build the WSF brand. While it is nice to help recovering
alcoholics, it is important to know that maintaining members at WSF is about loyalty and helps
the longevity of WSF. This tactic of sustainability is not about putting local business or
nonprofits out of business, but it is about creating a brand for yourself that makes a person feel
like they can’t get this specific service from anywhere else. Our goal is to set WSF apart from
resembling organizations and create a loyal followership consisting of members and sponsors.
Situation Analysis
WSF serves as a valuable resource to the Little Rock community. Providing services to
alcoholics and their families is a necessity for every community. If these individuals are not
assisted, this will create a huge disservice to a large portion of the population, because everyone
is affected by alcoholism. Luckily, WSF recognizes this need.
However, many people do not realize the importance of an organization such as WSF.
We must change the perceptions of key publics related to alcoholism so that they may be more
supportive of WSF’s efforts. Also, showing members of WSF how imperative their continued
contributions are to the longevity of the organization is critical.
Core Problem/ Opportunity
WSF is currently underfunded due to less than ideal attendance at fundraisers and programs
because of the public’s outlook on alcohol addiction and also because of decreasing membership
donations.
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SWOT Analysis:

Strengths







Strong core values that adhere to AA
traditions
Personal quality to their foundation
Established within the community
Devoted membership
New location
Can serve the masses without the
religious aspect.

Opportunities





Relationships with media
Little Rock location, metropolitan area
Hispanic community who deals with
alcoholism
Partnerships with local parenting
classes’ facilitators

Weaknesses







Donor fatigue/giving less
Little knowledge of social media
Lack of marketing knowledge and
promotion
Only two paid staff members
Public’s perceptions of
alcoholics/addicts
Small PR budget

Threats






Peer organizations
Longevity
Need goals and objectives
Poor economy
Difficult to measure success rate of
programs and events

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Primary Research Plan
TA 1: Little Rock Medical Community
Description: The medical community is made up of educated individuals in the healthcare
industry.
Rationale: This target audience can help garner awareness about alcoholism and legitimize
continued education on the issue. The medical community will bring increased credibility to
WSF.
Current Relationship: Right now this relationship is in its infancy of development because they
have not been reached with the idea of continuing education. There are currently two members
who want to spear-head the idea to the rest of this target audience.
Opinion Leaders: Doctors, medical boards and teachers
Self Interests: These members are concerned with furthering educational development within the
medical community.
Research Objectives:


RO1: To determine how many medical professionals are interested in continuing medical
education.



RO2: To determine the interest of medical professionals in the subject of pain
management among those with addictions.

Research Method: Survey

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Due to the busy schedules of medical professionals a focus group would be an unrealistic
method. A survey is the most realistic research method. A survey could be made through Survey
Monkey and issued to medical professionals. Perhaps, the most effective way of reaching
participants would be for an intern to hand deliver the surveys to their offices and return to pick
up the completed surveys after 3-5 days. Participants could be chosen through the contacts of the
two medical professionals who have already expressed interest (See Appendix B).
TA 2: Public Health and Social Services
Description: Local clinics, hospitals, and counseling services that have access to the general
public and those served related to health and social issues.
Rationale: These organizations have the prominence to distribute information about WSF to
potential WSF patrons who do not have the means to pay for recovery services.
Current Relationship: The relationship with this audience is weak because this particular group
has not been reached by WSF in the past. WSF may reach out to this audience, which, in turn,
could bring awareness to the general public. This audience could bring more patrons to WSF by
referral.
Opinion Leaders: Clinicians, nurses, counselors, etc., who understand that alcoholism is a health
and social issue. These opinion leaders treat and come into contact with problems dealing with
alcoholism every day. WSF can establish a relationship with this target audience because they
are the most known and general sources for health and social services. The members could
provide information for those in need with financial concerns. WSF is a free service, and this
audience could inform others.

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Self-Interests: The desire to improve the lives of their clients. Public and health services want
the best clinicians, doctors, and counselors. WSF could provide workshops in their facilities for a
small fee for this target audience.
Research Objective: To determine the willingness of public and social services to use WSF as a
resource for continuing education.
Research Method: Survey
A survey would be easy to mass produce and reach the most people in both professions. A
survey could be made through Survey Monkey and issued to social workers and public school
employees or these surveys could be hand delivered to the employees’ offices by an intern. The
intern would pick up the completed surveys within 3-5 days. Participants would be chosen by
looking at local clinics and counseling services and then delivering surveys to a selected few of
each (See Appendix C).
TA3: Business Sponsors
Description: Local businesses are patrons who give substantial monetary contributions to WSF
fundraising events such as The Oscars®, the Night at The Rep, and other events.
Rationale: Local businesses that are involved with WSF are well known within the Little Rock
community. These sponsors can provide substantial donations that attract media such as the
Democrat Gazette. This target audience is wealthy and social within the Little Rock community,
and WSF’s fundraising events cater to this while benefiting nonprofits.
Current Relationship: WSF has a strong relationship with this target audience because local
businesses regularly get involved with WSF’s fundraisers.
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Opinion Leaders: CEOs of businesses who have influence and network with other business
leaders who could support WSF’s high-profile fundraisers.
Self-Interests: Local sponsors can gain a more positive reputation within the community. This
group has the opportunity to socialize with other prominent local businesses while giving to a
good cause such as WSF.
Research Objectives:


RO1: To determine the willingness for business sponsors to attend WSF fundraising
events.



RO2: To determine types of fundraisers that attracts business sponsors.

Research Method: Interviews
To accomplish the research objectives, interviews will be conducted with local businesses. The
interviews may be conducted by WSF’s public relations intern or public relations director. This
survey allows us to analyze local businesses and their possible interests in WSF fundraising
events. WSF wants to find out how to increase attendance from business sponsors. (See
Appendix D).
TA4: Patrons, Families, and Friends
Description: Current members and families who have been affected by alcoholism.
Rationale: WSF patrons are those who have been affected by alcohol or drug abuse, and these
patrons come to WSF for help. WSF needs information on how to better serve them. All AA
groups are self-supporting.

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Current Relationship: WSF has a strong relationship with current patrons but believes it could
grow. Brisbin expressed in the primary interview that “rooms within our facility should be filled
as opposed to empty” (M.F. Brisbin, Interview Transcript 2, 2013).
Opinion Leaders: WSF Staff and Board and AA group leaders.
Self Interests: WSF supports the facility to host AA group members. WSF hosts meetings for
teens and family members.
Research Objectives:


RO1: To determine the needs of teens related to WSF



RO2: To determine unique reasons why WSF has lower patrons participation

Research Method: Focus Group
A focus group would be ideal to receive feedback from participants about needs and services
desired from WSF. WSF is trying to determine other needs for patrons. (See Appendix D).
Note: We designed an additional research instrument for media (See Appendix F).

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Goal and Theme

Goal:
To increase awareness and change attitudes to position WSF as
the leading resource center for alcoholism education and
recovery, while procuring community support and funds to keep
the WSF mission alive.

Theme:
A Step towards a Brighter Day. WSF, your ultimate resource
center.

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Objectives and Messages
Little Rock Medical Community
Objectives:


Awareness: To be recognized by 25% of Little Rock’s medical professionals as a go to
facility for continuing medical education by January 2014.



Action: To obtain attendance of 150-200 medical professionals at a continuing medical
education conference held by WSF by December 2014.

Messages:


Awareness: WSF is a credible source for continuing education and understanding the
recovery process.



Action: “I will attend WSF’s continuing education in order to be knowledgeable of those
in recovery.”

Public Health and Social Services
Objectives:


Awareness: To be recognized by 20% of local clinics, hospitals, and counseling centers
as a reliable resource center by March 2014.



Action: To increase the number of referrals to WSF by five by March 2014.

Messages:


Awareness: WSF can lend a helping hand to those affected by alcoholism.



Action: “I will refer clients/patients to WSF.”
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Business Sponsors
Objectives:


Awareness: To gain at least five business sponsors who have never attended WSF
fundraising events by April 2014.



Action: To achieve a $20,000 increase in business sponsors’ donations to WSF by April
2014.

Messages:


Awareness: WSF is dependent on donations from local businesses to continue its mission
to serve those struggling with alcoholism.



Attitude: “WSF is worthy of donations because recovery is possible, and my donation can
improve the quality of life for other individuals in need.”



Action: “I will give money to WSF to ensure that AA meetings will continue to take
place at WSF for the benefit of those recovering from addiction.”

Patrons, Family and Friends
Objectives:


Awareness: To increase the level of awareness from patrons’ family and friends about
WSF “coping program” to 50% by July 2014.



Action: To gain at least 15 friends and families to participate in WSF programs and
events by July 2014.

Message:

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Patrons, family, and friends play a major role in the success of a struggling alcoholic or
drug abuser.

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Strategies1


Strategies – the overall concept, approach, or general plan for the campaign designed to
achieve the objectives. Frequently associated with channels of communication, the broad
categories of communication methods to be used.



Mass media strategies/channels – broad dissemination of messages through traditional
print and electronic media, including newspapers, magazines, radio, and television.
o Media relations – earning traditional media coverage through gaining the
attention of media gatekeepers by disseminating newsworthy information.
Content is considered uncontrolled but generally more credible because third
parties decide what is included.
o Institutional advertising – paying for messages to be placed in traditional media
with a focus on overall brand/image/reputation. (Content is considered controlled
and thus less credible because it appears exactly as the sponsor intends.)



Digital media strategies/channels – broad or niched dissemination of messages through
online channels.
o Blogs – websites hosted by an individual or organization with entries listed in
reverse chronological order, usually with the ability for others to subscribe, share,
and post comments (e.g., WordPress is a common blog-hosting platform)
o Media sharing sites – websites that enable users to share digital content,
including images, music, and video (e.g., Instagram, Pinterest, and YouTube).

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o Podcasts – websites that enable users to download digital content in audio and/or
video format.
o Social networking sites – websites hosted by an individual or organization that
enable users to interact with other users in the form of “friends” or “followers,”
(e.g., Facebook, Twitter).


Direct communication strategies/channels – other means of reaching target audiences
directly, without the use of traditional or digital media third parties.
o Special events – gathering people together for a purpose, including celebration,
education, promotion, and reunion.
o Sponsorships – a relationship in which individuals or organizations supply
money and/or resources to support a program or event, usually in exchange for
public recognition of the donation.
o Internal relations – managing relationships with internal publics, including
employees, volunteers, and board members.
o In-person communication – delivering messages face-to-face, including one-onone (e.g., over lunch or coffee), one-to-few (e.g., town hall meeting), and one-tomany (e.g., public presentations).
o Collateral materials – print items and merchandise that support the promotion of
an organization, program, or event. (e.g., brochures, t-shirts).

1

All definitions were developed by Dr. Amy H. Pitchford based on broadly agreed upon characterizations of
communication-related strategies

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Tactics and Logistics
Goal: We aim to increase awareness and change attitudes to position WSF as the leading
resource center for alcoholism education and recovery, while securing community support and
funds to keep the WSF mission alive.
Theme: A step towards a brighter day. WSF, your ultimate resource center.
General Tactics


Tactic 1: Partner WSF with different audience members with similar missions.
o Brief description: WSF needs to position its goals and values alongside the goals
and values of other organizations in the community (e.g., business sponsors,
wellness centers, and families). When this is achieved, major events can be
planned that encompass the overall themes of all organizations to expand the
reach of this campaign. This strategy will gain media coverage because these
events will be able to speak to larger audiences within the Little Rock community.
o Deadline: Approach audience members with partnership proposals by October
2013.
o Supervisor: PR intern and/or WSF Executive Director.



Tactic 2: Explore social media by creating a Twitter account and updating WSF
Facebook page.
o Brief description: WSF can create a Twitter account and make a few changes to
its Facebook page. Twitter can be used to update members about meetings and
events. Also, Twitter is an excellent way to communicate directly with business
sponsors since businesses have a significant Twitter presence. This tactic will
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increase awareness and ensure that Twitter followers are up- to- date on meetings
and events. Tweets should be sent out daily. During Alcoholics Anonymous
meetings or WSF events members can be encouraged to tweet what they are
learning. When tweeting, users are able to end their tweets with different hash
tags that groups each tweet into a specific category (e.g., #makeamends). This
specific hash tag is relevant to one of the 12 Steps entitled “making amends.” In
addition, Twitter may be used to tweet inspirational quotes and can be used to
countdown major WSF events. Second, WSF’s Facebook account can be updated
with photo albums that record WSF events. This would allow Facebook fans to
easily know about WSF past and upcoming events. Once the Facebook page is
updated, WSF will continue to monitor, post, and invite audience members to
“like” the page. In addition, this will be WSF’s sole Facebook page. WSF must
explore its social media options to send messages in ways that are appealing to its
audiences while also respecting member privacy concerns.
o Deadline: Create a Twitter page and update Facebook page by November 2013.
o Supervisor: PR intern and/or Executive Director.


Tactic 3: Contact target audiences (e.g., medical and academic community and business
sponsors, etc.) to schedule face-to-face meetings.
o Brief description: Acquisition of target audiences such as potential partners and
business sponsors require face-to-face interaction. WSF representatives need to
ensure that they are briefed on the background information of these audience
members before the initiation of a phone call, email, or lunch date. Direct contact
with audience members is integral in building these new relationships. These

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interactions will begin as formal interactions because WSF wants to create an
impression of credibility towards audience members.
o Deadline: Contact new audience members (e.g., medical and academic
community, business sponsors, etc.) by December 2013.
o Supervisor: PR intern and/or Executive Director.


Tactic 4: Call or email those already on WSF’s contact list. Set up a time to sit down for
a 30-minute interview. During the interview discuss past events and fundraisers and how
they thought the events could have gone better, as well as what they liked about the
events. Take input from interviews (Appendix D) to make modifications to current
fundraisers or add new fundraisers to attract business sponsors to fundraising events.
o Brief description: Interviews would provide us with insight to know how WSF
can improve on current events. Markey Ford Brisbin expressed that there are no
evaluation methods set in place. Those interview responses can provide us with a
wealth of information. However, further action is contingent on the responses.
When responses arrive, they can be analyzed into various categories such as
current tactics that are effective, non-effective tactics, tactics to consider, and
tactics to consider with slight modifications. Once responses are organized, WSF
can improve from there.
o Deadline: Have interviews completed by January 2014.
o Supervisor: PR intern and/or Executive Director.

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Little Rock Medical Community
! Objective:


To be recognized by 25% of the Little Rock’s medical professionals as a go to
facility for continuing education by January 2014.



To obtain attendance of 150-200 medical professionals at a continuing medical
education conference held by WSF by December 1, 2014.
"

Tactic 5: Host a continuing medical education seminar, “Shedding Light on
Alcoholism.” This program will help reach out to graduate students of
addiction studies. WSF should get to know members within the education
sector of addiction studies because WSF would be able to network with other
stakeholders who deal with addiction. Students and professors alike can
volunteer their time to educate others in the academic and medical world with
their knowledge and expertise in addiction. The people in the medical
education field will gain a network of contacts that will eventually help them
in the future, especially graduate students.

o Deadline: Contact those who are willing to participate by February 2014
o Supervisor: Executive Director of WSF and/ or intern.
Public Health and Social Services
! Objective:


To be recognized by 20% of local clinics, hospitals, and counseling centers as a
reliable resource center by March 2014.



To increase the number of referrals for WSF by 5 by March 2014.

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"

Tactic 6: Create pamphlets and flyers to be placed into the offices of local
clinics and hospitals.

Brief description: This tactic allows WSF to reach out to a broader audience. The public
health and social services industries often come into contact with those suffering from
alcohol-related issues. Printed materials should be placed in those facilities to let this
audience know that WSF is a resource center. The intern should hand deliver print
materials that promote WSF services and events to these locations. Registration forms
should be emailed (Appendix G) and news releases should be sent out to media outlets
(Appendix H). These materials should be presented in the waiting areas of each facility.
Some potential public health and social services facilities are listed below.
Centers for Youth and Families
Methodist Family Health
Mental Health Services
US Health & Human Services
Department

6601 W. 12th St.
Little Rock, AR
501-568-4294
1600 Aldersgate Rd.
Little Rock, AR
501-661-0720
305 S. Palm St.
Little Rock, AR
501-686-9000
1200 Cherry Brook Dr.
Little Rock, AR
501-225-8114

o Deadline: Have pamphlets/flyers in offices by March 2014.
o Supervisor: PR intern and/or WSF Executive Director
"

Tactic 7: Reach out to local churches and universities to attend their wellness
fairs for networking purposes. Some churches and universities that hold
wellness fairs are listed on the next page.

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St. John Baptist Church
2501 Main St. Little Rock, AR
72206
501-377-1814
Pulaski Technical College
3000 West Scenic Dr.
N. Little Rock, AR 72118
501-812-2200
University of Arkansas Little Rock
2801 S. University Ave.
Little Rock, AR 72204
501-569-3000

Community Health & Wellness
Expo
Health Fair

Growing Healthy Communities
Fall Wellness Fair

o Brief description: Local colleges and universities often host wellness
fairs. Attending these fairs will enable WSF to build relationships with
students and professors. This could position WSF as a go to resource if
any of the students or professors are asked for a reference.
o Deadline: Set up dates by January 2013.
o Supervisor: PR intern and/or WSF Executive Director.
"

Tactic 8: Host “A Step Towards a Healthier You”
o Brief description: Education for the Little Rock community on
healthy living will help WSF position themselves as a resource to the
community. How to eat healthy and exercise workshops will be
presented. Meetings will be bimonthly with a new speaker for each
month. Different sections of Wolfe Street will need to be sectioned off
as “work stations” for the exercises that will be displayed. In the
kitchen, cooking demos will take place. In the demo sessions,
understanding how to substitute items in food and how to read labels
will be discussed. Speakers will need to be ready to host at least three
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different sessions, and there will need to be three different fitness
instructors. Only one cooking instructor will be needed with a help
aid. The purpose of this is to bridge the gap in the fitness community
and WSF to help people move towards a brighter and healthier days.
o Deadline: Contact speakers by March 2014
o Supervisor: Executive Director and PR intern
Business Sponsors
! Objectives:


To gain at least five businesses who have never attended a WSF fundraising event by
April 2014.


"

To achieve $20,000 increase in business sponsors donations to WSF by April 2014.

Tactic 9: Send information to potential business sponsors such as fact sheets, newsletters,
and emails to increase awareness about WSF using both mass media and direct
communications strategies.
"

Brief description: Businesses need to be aware of WSF’s mission. It is
imperative that WSF set up face-to-face meetings with business sponsors (see
prompt in Appendix I). Media kits can be compiled with the theme “A Step
towards a Brighter Day.” The main object included in the media kit will be a shoe
which represents the different lives of those who struggle with alcoholism. The
shoe will have a news release, background information about WSF, a testimony
from a patron, photos of the facility and events. Also, letters can be sent to
businesses requesting permission to present a formal or informal presentation to
business owners or PR representatives.
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"

"

Deadline: Contact businesses and send out media kits by April 2014

"

Supervisor: PR intern and/or WSF Executive Director.

Tactic 10: Create personalized invitations for potential business sponsors requesting their
presence at WSF fundraising events.
o Brief description: Sending out personalized invitations to each potential
business sponsor will express their importance to WSF. This shows their
importance to WSF and how their services are valued. People do not like to feel
as if they are only a number. Group invites are more likely to be ignored.
However, a personal invitation makes the receiver feel more obligated to attend
the event because the sender took the time to specifically invite them. Also,
businesses get a lot of “junk mail” on a daily basis. Having a personalized touch
will differentiate WSF from other impersonalized requests.
o Deadline: Send out personal invitations three to four weeks before each event by
April 2014.
o Supervisor: PR intern and/or Executive Director.

"

Tactic 11: Invite potential business sponsors out to lunch to inform them of WSF events.
o Brief description: Businesses need to know the importance of WSF and its
mission. Having a lunch date would be the perfect setting for a WSF
representative to inform a potential business sponsor about these efforts (see list
of suggestions in Appendix J). This would also be a good time to give great detail
about any upcoming events held by WSF. Having this lunch will give the WSF
representative the opportunity to persuade the business representative why they

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should sponsor WSF. Follow prompt as a loose guideline to tactfully mention
events (Appendix I).
o Deadline: Take at least five potential business sponsors out to lunch by April
2013.
o Supervisor: Executive Director/ Member of the WSF executive board.
"

Tactic 12: “Stepping Forward with Monetary Gifts,” set up a contact list of business
sponsors in Constant Contact to email pledge letters for a minimum of $200.00.
o Brief description: In between major fundraising events, pledge letters can be sent
to business sponsors who cannot contribute large donations throughout the year.
This will help WSF meet its fundraising goal because smaller donations can add
up. WSF already has an extensive list of business sponsors. Constant Contact, an
online tool, can be used to send emails, newsletters, and event flyers to WSF’s
existing contact list. Through this tool WSF can inform their contacts of the
opportunity to support WSF through monetary donations. More information can
be found at www.constantcontact.com such as templates, frequently asked
questions, customer service, and other services available through the site
(Appendix K).
o Deadline: Have updated contact list completed and send pledge letters by June
2014.
o Supervisor: PR intern and/or Executive Director.

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Patrons/Families/Friends
! Objectives:


To increase the level of awareness from patrons’ family and friends about WSF
“coping program” to 50%. By July 2014.
"

Tactic 13: Community Service “A Step Towards Unity”
o Brief description: The purpose of this tactic is to promote WSF
through community service. WSF patrons and volunteers can
contribute their time to help clean up the streets of Little Rock.
Action speaks louder than words. When the community of Little
Rock sees WSF patrons and volunteers doing service on the
streets, they will have the chance to hear WSF goals and
mission.WSF can even call on the volunteer service of community
members as well. This community service event will help build
relationships with the community members WSF comes into
contact with.
o Deadline: July 2014
o Supervisor: PR Intern, volunteer leader.

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Wolfe Street Foundation Timeline
2013-2014

Start%Date:%

Action:%

Oct 2013

Approach different audience members with partnership proposals.

Nov. 2013

Create a Twitter page, explore other social media options and update Facebook
page.

Dec 2013

Approach LR medical professionals to participate in WSF events and
programs.
Call and email those already on WSF contact list.

Jan. 2014
Jan 2014

Contact target audiences (e.g. medical and academic community and business
sponsors to schedule face-to-face meetings

Jan 2014

Call or email those already on WSF’s contact list. Set up a time to sit down for
a 30-minute interview.
Create pamphlets and flyers to be placed into the officers of local clinics and
hospitals.

Feb 2014
March 2014

Reach out to local churches and universities to attend their wellness fairs for
networking purposes.

March 2014

“A Step Towards Toward a Healthier You” Begin informing public health and
social services of educational seminar.

April 2014

Send out fact sheets, newsletters, emails to increase awareness about WSF
using both mass media and direct communications.

April 2014

Create personalized invitation for potential business sponsors

April 2014

Invite potential business sponsors to lunch to inform them of WSF events.

June 2014

“Stepping Forward with Monetary Gifts” Begin sending out pledge letters to
business sponsors.

July 2014

“A Step Towards Unity”
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Total Budget: $1,601.00
Pamphlets/Flyers for local clinics and hospitals: $500.00
A Step toward Unity: Food: $250.00 Invitations: $100.00
Stepping into Understanding: $250.00
Constant Contact: $126.00/year
Media Kit: $75.00/each
Pamphlets/Flyers for patrons/family/friends: $300.00
Invitations: 10 invitations from $3.99-$6.49 www.vistaprint.com
Coffee: 44oz. $35.92 Sam’s Club

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Evaluation Plan
An evaluation plan is a tool that determines the effectiveness of a public relations
campaign. After the implementation of tactics provided, we want to see if tactics were successful
or unsuccessful among individual audiences for Wolfe Street Foundation. This is the most
important step in this campaign. We can use the information acquired to build on successful
tactics and redesign unsuccessful tactics. We aim for progress.
Medical Community
Rationale: The medical community is a valuable target audience because WSF can partner with
them in a variety of ways. The medical community can help spread the goals and mission of
WSF by hosting education seminars and donating to this cause.
Research Method: This group can participate in a survey. The survey can be used to gauge their
awareness and willingness to support WSF in future events (Appendix M).
Business Sponsors
Rationale: The tactics created for business sponsors focus on awareness and action in favor of
WSF. We want business sponsors to know that WSF is a nonprofit foundation that serves those
who struggle with alcoholism for free. In order to get business sponsors to WSF major
fundraising events (e.g., Oscar Night and Night at The Rep), we implemented tactics to garner
awareness about WSF goals and mission. Afterwards, tactics were created to solicit action once
awareness was established among this target audience.

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Research Method: An initial interview was distributed to this target audience to gauge awareness
about WSF that can be found in Appendix D. For the evaluation, we will approach the same
participants with a follow-up survey (Appendix N).
Public Health and Social Services
Rationale: This audience provides WSF with a large reach because their goals and missions are
closely related. Tactics created for this target audience promote action in the form of referrals.
This target audience is usually the first to come into contact with those who struggle with
alcoholism. Other tactics implemented focus on WSF networking with these audience members
to gain partners for awareness events such as health wellness fairs hosted on the campuses of
colleges and universities.
Research Method: Initially a survey was conducted with this target audience. We will evaluate
this audience with another survey (Appendix O).
Patrons/Family/Friends
Rationale: The patrons, family, and friends of WSF are the heart of the foundation. Without the
support of these individuals the foundation would cease to exist. Understanding the wants and
needs of the patrons, family, and friends of WSF is a monumental step toward success.
Research Method: The method we used previously to better understand the patrons, friends, and
family was to hold a focus group. The best way to evaluate how effective our efforts were in
understanding these individuals would be to implement a focus group once again (Appendix P).
By asking how satisfied they were with our efforts and how they felt about our programs, we can

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rate exactly how successful we were in our endeavors to make WSF a more welcoming place for
patrons, family, and friends.

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APPENDIX A
Interview transcript
Markey Ford Brisbin
Executive Director, Wolfe Street Foundation
Interview transcript 1/31/13
Background:
Wolfe Street Foundation (WSF) is in its 30th year.
WSF is a resource for sending people where they need to go. We offer them information.
WSF is a resource for Alcoholics Anonymous and Al-Anon which caters to moms, dads,
employers, employees, and relatives of alcoholics.
We send out the Wolfe Street Journal on a quarterly basis.
We do not make recommendations, but give them the information they need.
Statistics:
One in six Americans suffer from alcohol addiction.
10,000 military personnel are dishonorably discharged every month due to alcoholism and
addiction.
Last year 8,000 students died on American college campuses from binge drinking and drug
addiction.
Over 80 percent of illegal substances that exist on planet earth are used in the United States.
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Questions:
What is the organization’s mission?
Answer: The mission statement is lengthy, but the two primary points are:
1. WSF serves as a facility for meetings of AA and Al-Anon (teen survivor support).
2. WSF offers education and prevention programs.
Why was the organization started?
Answer: AA can’t raise money less it divert from its primary purpose of helping people to get
and stay sober. Once money enters the picture things start to take on a different flavor. WSF was
founded to serve AA. The foundation can raise money and that’s one of the things I’m going to
ask for your help with and helping set up plans of how to go about doing that.
What are the organization’s strengths and weaknesses?
Answer: We have fantastic programs, but 100 people out of the 600 I was expecting show up.
People are there once they get sober. I have 250 volunteers; only two people work there, me and
the maintenance guy. Some people call them volunteers, but they actually are not. Part of the 12step program is service work. It is giving back what was given to us. People don’t forget that
WSF was there for them. We are anonymous at the level of press and radio. WSF is open 365
days a year, sixteen hours a day and seen as a safe haven.

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What makes the organization stand out?
Answer: WSF doesn’t cost a penny. WSF is not a treatment center. You walk in and women talk
to women and men talk to men. WSF is paid for by fundraisers. We hold 45 meetings per week
and a basket is passed around, and 65% goes to WSF to pay for rent and utilities. Each group
individually buys their own coffee, cups, creamer, and sugar.
What are some things you wish to accomplish through the PR campaign?
Answer: How do I get people to come to the programs? AA and Al-Anon members, they come to
the meetings, but these programs that are fantastic, I don’t know how to get people to come. I’m
talking about paying customers. I would like to do a pain management all-day seminar offered to
physicians and medical professionals. I want to invite them from all over the country. Not
particularly at our facility. We are looking at the Embassy Suites to get them to come for
continuing medical education seminars. So that’s a very different audience. I also want to do a
pain management seminar where medical professionals come to the WSF facility and talk to
recovering addicts. It is called Alcoholism not alcoholwasm. ISM stands for I, Self, Me. AA is
not group therapy, it is about giving back.
How do you want the general public to view the foundation?
Answer: I want WSF to be seen as a community service. I want WSF to be a resource to help
employers, spouses, children, and teens.
Are there specific groups of people you would like to reach more than you have in the past?
Answer: I would mostly like to change the public perception of what an alcoholic looks like.
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Are there more events you want to do that are specialized to the upper class?
Answer: Not particularly, I would love to increase my membership. I don’t have perks or
rewards for membership so I could use something on how to attract more membership. Ideally I
would like to not have to do fundraisers, or possibly write more grants, but I don’t have a grant
writer. I would like to turn education programs into a money maker.
Who are your monetary supporters?
Answer: The annual budget is $350,000. 40% of the budget comes from fundraisers. 10% comes
from rent from the baskets passed around at meetings. We currently have 150 members
consisting of recovering alcoholics and corporate members; their membership dues make up a
significant amount of the budget. Sadly, many members have decreased their dues because of the
recession.
Do you receive financial support from schools or churches?
Answer: No, WSF is 100 percent private funding, no schools or churches. Occasionally we do
apply for grants in addition to the fundraisers and programs.
What other services do you all need help with?
Answer: I need someone to come organize our new library that was provided by a grant. I have
one computer, but I don’t want to increase the number of computers. Our budget for PR is
$3,000 and that is the high end, I would like to get it lower if possible.

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Are you open to the website being revised?
I have a webmaster that I pay $300 per year who makes changes, but she doesn’t create. If you
could propose a redesign I have people who ask all the time to help, but I don’t know what to tell
them to do. Overall, I need a detailed plan of how everything will work and the steps to take to
succeed. I would like a write up maybe about WSF, but I encourage people to go to their home
group. I wouldn’t want to compete.
What effects are you expecting from this campaign?
Answer: A solid outline to work from. I need an outline to give to workers; some sort of
structure.
What time frame and budget do you have in mind for the campaign?
Answer: For the fundraiser, I have a $10,000 budget. That is for the night at The Rep.
What is your number one strategy to gain awareness and support?
Answer: it is very personal. As the executive director I try to reach everyone, because everyone
has an Uncle Ernie. You might even be an Uncle Ernie. 70% of people are affected by
alcoholism. That sounds very personal to me.
How do you advertise?
Answer: Boy, did I need help with that. Oscar night is our biggest fundraiser. I use T.V., Good
Morning Arkansas, Comcast Community, and Arkansas Times. This is a money maker, not a
money spender. Members are willing to pay the $75 because they got sober using the program.

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How does your organization use social media?
Answer: We use it. Go to Friends of Wolfe Street, Wolfestreet.org, Facebook, and we are about
to get a Twitter. We’ve got three Facebook pages, and people say that’s too much. We have great
volunteers, but I do not know how to do it. I just don’t have time. I need help with combining all
of these elements. I’m also creating a twitter account in the next couple of weeks.
What types of contacts do you have with the news outlets in Central Arkansas?
Answer: We have really good contacts because a lot of them are friends. They’re friends and I
know them personally, but they’re in the business to make money and I’m in the business to save
money. I’m open to any suggestions.
What are your long-term and short-term goals?
Answer: My short-term goals are to establish connections with UCA. I think it’s great because
some of y’all might be looking for jobs in the future. The night at the Oscars is a nine month
program. I need help with that. My long-term goals are to create a strategic plan that can use
things offered.
Have you met your previous goals?
Answer: I personally have met my goals. However, I have not had any written goals since our
capital campaign.

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Who are your supporters as far as funds go?
Answer: We receive a $350,000 annual budget. 40% are from fundraisers, 10% are from rent and
the rest are from membership. Alcoholism knows no color, no eye color, and no weight. It’s a
disease. They don’t forget where they got sober at. We have members that pay $250 to $2,000 a
year. Those are members who remember getting sober and want to give back.
Would you like to increase corporate support?
Answer: Yes, I would love to increase membership. I want to get people to move up to the next
level.
Do you guys receive any outside help?
Answer: No, we are 100% privately funded.
What resources are you in need of?
Answer: We need someone to help organize the new library.
How would you measure the success of the campaign?
Answer: I would measure by how many people came to the events and how much money we
raised.
Can you guys serve alcohol at the events?
Answer: Yes, we serve alcohol. Alcoholism is an allergy. Some people are just allergic to it.

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APPENDIX B
Survey- Little Rock Medical Community
1. How often are you in contact with those who have issues related to alcoholism?
a. never
b. infrequently
c. sometimes
b. often
e. daily
2. On a scale 1-5, how important to you is continuing medical education?
Not important---1---2---3---4---5---Very important

3. Are you required to complete continued education hours?

YES

NO
4. If you are required to complete continued education hours, how many hours do you
complete each year?

1-5

6-10

11-15

16-20

21-25

26-30

Over 30
5. Do you currently attend conferences for continuing education each year?

YES---- if yes, circle YES and go to question 6.

NO---- If no, circle NO and skip to question 7.
6. What type of continuing education do you attend?

7. Would you be interested in continuing medical education on issues such as alcoholism
and addiction?

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APPENDIX C
Survey- Public Health and Social Services
Thank you for taking our survey. Please note that the information provided is confidential.
1. What is your profession?
2. On a scale of 1-5, how familiar are you with Alcoholics Anonymous?
Not Familiar

1 2 3 4 5 Very Familiar

3. On a scale of 1-5, rate the consequences of alcoholism and drug addiction.
Not severe

1 2 3 4 5 Very Severe

4. In your opinion, do you think there is enough education within the medical community
about alcoholism and drug addiction?
5. How many organizations do you know that treat alcoholism?
a. 0
b. 1-2
c. 3-4
d. 5-6
e. 7 or more

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APPENDIX D
Interview- Business Sponsors
Thank the interviewee for his or her time and let interviewee know that the interviewee know
consists of a few questions. All responses will aid us in gaining a better understanding of local
businesses. The information provided on this survey is confidential.
1. Does this organization donate to local nonprofits?
a. Never
b. Infrequently
c. Sometimes
d. Often
e. On a regular basis
2. How often do you attend fundraising events?
a. Never
b. Infrequently
c. Sometimes
d. Often
e. On a regular basis
3. What organizations do you donate to?
4. What nonprofits or causes would you be interested in donating to?
5. Do you face any obstacles that make donating difficult?
6. Have you attended Wolfe Street Foundation (WSF) fundraising events such as The
Oscars® and The Night at the Rep? If so, what do did you like about it, and what did you
not like about it?
7. If you have never attended a WSF fundraising event, would you be interested to find out
more information about it?
8. What are some elements that you would like to see in a fundraiser?
9. Do you have any suggestions for any type of fundraising events that you would like to
see?

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APPENDIX E
Focus Group Patrons, Family, and Friends
Hello! My name is {insert name}, and am your facilitator today. I am {title} of {name of who
you representing}. On behalf of Wolfe Street, I would like to thank you for your participation in
our focus group. Today we will be seeking your feedback on your experience, with Wolfe Street.
This session will last about an hour and will be audio recorded for analysis purposes. An
associate from Wolfe Street is here to take notes by hand in case anything goes wrong with the
recording, but because Wolfe Street wants your candid feedback, they will not have access to the
transcript of this recording, and all identities will be protected in the final report.
Are there any questions that you may have before we get started?
Icebreaker: Please introduce yourselves
1.

Describe a typical day in your life.

2.

How did you hear about Wolfe Street?

3.

In what capacity have you interacted with a Wolfe Street employee?

4.

Do you feel like WSF helps you and your family? Why or why not?

5.

What is your favorite thing about WSF?

6.

What changes would you make to WSF?

7.

Is this support system effective? Why and how?

8.

What kind of things do you see going on in your community that relates to Wolfe
Street?

9.

Do you have any other questions or comments for me?

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APPENDIX F
Media Telephone Survey Script
Hello, I'm _________calling on behalf of Wolfe Street Foundation (WSF). We are conducting a
brief survey to help us better understand the attitudes of local media toward WSF. Your
organization has been chosen because you all serve the same demographic group we are trying to
assist.
Your responses will be kept completely confidential. Your organization will not be connected to
your responses in any way. This survey will only take a couple of minutes. If you have any
questions, please feel free to ask me at any time.

1. Let's begin, On a scale of 1 to 5, with 1 being "not at all familiar" and 5 being "extremely
familiar," please rate the level at which you are familiar with WSF. [Circle respondent's
answer]
a. 1
b. 2
c. 3
d. 4
e. 5
2. On a scale of 1 to 5, with 1 being “not at all familiar” and 5 being “extremely familiar,”
how likely are you to cover an event held by WSF? [Circle respondent’s answer]
a) 1
b) 2
c) 3
d) 4
e) 5
3. Please state your level of agreement in which you view WSF as a valuable resource to the
local community. [Circle respondent’s answer]
a) Strongly disagree
b) Somewhat disagree
c) Neither agree nor disagree
d) Somewhat agree
e) Strongly agree
4. In your view, what are some actions WSF could take to increase the likelihood of you
covering their fundraising events in the future? [Record respondent’s answer
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APPENDIX G
!

!

Greetings [insert name],
Wolfe Street Foundation would like to invite you to “A Step Towards Unity,” our
open house event. “A Step Towards Unity” will have an open reception along with a
meet and greet, a short presentation followed by a tour of WSF. We hope to reach out to
those within the community to gain awareness about WFS. We want to let others in the
community know that we are service oriented and willing to contribute to other causes.
Thank you for your interest in “A Step Towards Unity.” To register for this event,
please see attachment below and email to [email protected]

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APPENDIX H
News Release

1015 Louisiana Ave., Little Rock, AR 72202
P.O. Box 3708, Little Rock, AR 72203 (mailing address) !
Phone: (501)372-5662 !
Fax: (501)375-7949!
HOLD FOR RELEASE UNTIL [Insert DATE]:!
“A Step Towards Unity”!
Little Rock, Ark. – [Insert DATE] – Wolfe Street Foundation (WSF) launched its inaugural “A
Step Towards Unity” with local organizations in the medical field [insert NAMES]. !
Markey Ford Brisbon, Executive Director, said, “[Insert QUOTATION].”!
This inaugural event attempts to reach out to Little Rock medical communities to raise awareness
and form partnerships against alcoholism. WSF hopes to expand its outreach by joining efforts
with other organizations. !
WSF is a local nonprofit that serves those battling alcoholism. It is a facility that receives
approximately 100,000 visitors each year. It is WSF’s goal to never turn away those who seek
recovery. !
Contact:!
Markey Ford Brisbon !
[email protected]!
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APPENDIX I
Sponsor Pitch

Greetings [Insert appropriate salutation],!
I am [NAME and TITLE] from Wolfe Street Foundation. We are in the process of
reaching out to local businesses to increase awareness about our mission. We want to bring to
your attention a few of our major events such as Oscar Night and Night at The Rep. The funds
raised at these events ensure that we keep our doors open for those who seek help.!
We offer a wide variety of resources such as peer support, social events, sponsorships,
etc. We aim to keep our facility and services offered free of charge to those who need it most.
We believe that each step we take is one step towards a brighter day. !
If you have any questions or want more information, please contact us [give business
card]. Thank you for your time. [Give media kit].!

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APPENDIX J!
!

List of Restaurants !
(Lunch dates with business sponsors)!
!

Acadia Restaurant

!

Price: $15!

3000 Kavanaugh Blvd, Ste 20,!
Little Rock, AR 72205-3769
(501) 603-9630

Local Lime Taco & Margarita Bar!
Price: $8-$15!

17815 Chenal Pkwy. # F-105, Chenal Promenade Shopping Center, !
Little Rock, AR 72223
(501) 448-2226
!

Bonefish Grill!

Price: $15-$20 !
11525 Cantrell Rd
Little Rock, AR 72212-1709
(501) 228-0356

Oyster Bar
Price: $15
3003 W Markham S.
Little Rock, AR 72205-5853
(501) 666-7100

Brave New Restaurant
Price: $18
2300 Cottondale Ln, Ste 105
Little Rock, AR 72202
(501) 663-2677

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APPENDIX K
Email Directory!

www.constantcontact.com!
!!

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APPENDIX L
Restaurant Search Tool
%

%

%

%

%

%%%%%%%%%(TripAdvisor)%

%

%
!!

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APPENDIX M
Medical Community Evaluation Survey
Thank you for taking the time to take this survey. Your responses are for evaluation purposes
only. All responses are confidential.
1. On a scale of 1-5 with 5 being the highest, how well do think you are familiar with WSF?
1—2—3—4—5
2. How many WSF events did you attend this year?
a) None
b) 1
c) 2
d) 3
e) 4
f) 5
3. Would you partner with WSF in the future?
a) Yes
b) No
c) Maybe
4. Did you benefit from this partnership in any way? Explain.

5. What do you suggest to make this partnership a better experience?

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APPENDIX N
Business Sponsors Evaluation Survey
Thank you for taking the time to take this survey. Your responses are for evaluation purposes
only. All responses are confidential.

1.

On a scale of 1-5 with 5 being the highest, how well do think you are familiar with WSF?
1—2—3—4—5

2.

3.

How many WSF events did you attend this year?
a)

None

b)

1

c)

2

d)

3

e)

4

f)

5

Would you partner with WSF in the future?
a)

Yes

b)

No

c)

Maybe

4.

Do you feel that your sponsorship is beneficial to the community? Explain.

5.

What do you suggest to make this partnership a better experience?

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APPENDIX O
Public Health and Services Evaluation Survey
Thank you for taking our survey. Please note that the information provided is confidential.
1. What is your profession?
2. On a scale of 1-5, how familiar are you with Alcoholics Anonymous?
Not Familiar 1 2 3 4 5 Very Familiar
3. Would you say you are more familiar with WSF now than you were previously?
4. Do you attend more WSF events now than you did previously?
Yes

No

5. On a scale of 1-5, how helpful would you say WSF is as a resource and reference center?
Not Helpful 1 2 3 4 5 Very Helpful
6. Have you referred any of your clients/patients to WSF in the past 6 months?
Yes

No

7. If you responded yes to the previous question, how many?
1-5 6-10

11-15

16-20

21-25

26-30

over 30

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APPENDIX P
Patrons/Family/Friends Evaluation Focus Group
Hello! My name is (insert name), and I am your facilitator today. I am (title) of (name of who
you are representing). On behalf of Wolfe Street, I would like to thank you for your participation
in our focus group. Today we will be seeking your feedback on your experience with Wolfe
Street.
This session will last about an hour and will be audio recorded for evaluation purposes. An
associate from Wolfe Street is here to take notes by hand in case anything goes wrong with the
recording, but because Wolfe Street wants your candid feedback, they will not have access to the
transcript of this recording, and all identities will be protected in the final report.
Are there any questions that you may have before we get started?
Icebreaker: Please introduce yourselves.
1. What activities/programs do you attend at Wolfe Street?
2. How comfortable do you feel at the facility?
3. How much time do you spend at Wolfe Street on a weekly basis?
4. Do you feel like WSF helps you and your family? Why or why not?
5. Do you think WSF has improved in aiding you and your family in the past year?
6. Do you think WSF should make any changes? If so, what are they?
7. What kind of changes do you see going on in your community that relates to WSF?
8. Do you have any other questions or comments for me?

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APPENDIX Q
Peer/Competitor Information

I. Introduction
Wolfe Street Foundation has many strengths; however, there are a few areas within the
organization that could be improved. Researching peers and competitors within the same
industry can aid in turning WSF’s weaknesses into strengths. We examined three national
organizations and two local organizations to find best practices that may help WSF.
Organizations on a national level include: Bridge House of New Orleans, Louisiana, The
Salvation Army Bell Shelter of Southern California, and Valley Service Center of Dublin,
California. Organizations on a local level include GYST House of Little Rock, Arkansas and
Family Services Association of Little Rock, Arkansas. All these organization have outstanding
programs and services, major events and fundraisers, and social media tactics that could be
helpful to Markey Ford Brisbon, Executive Director of WSF.
II. National Organizations (Org. 1)
The Bridge House of New Orleans, Louisiana
The Bridge House (BH) of New Orleans, Louisiana is a recovery center for those who
struggle with alcoholism. BH started in 1957 as a shelter for alcoholics and is now one of the
best facilities in the country for recovering alcoholics (Bridge House, 2013). Their mission is to
“provide gender specific treatment to men and women who have become dependent on alcohol
or drugs so that they may lead sober and productive lives” (Bridge House, 2013). BH generates
75% of its income through its thrift stores, used car lot, events, and individual donations. The
state of Louisiana funds the remaining 25% of its income (Bridge House, 2013). This
organization has excellent examples of self-sustaining practices that can be implemented by
WSF.
BH Programs (Income)
First, BH runs two thrift stores that allow BH to continue its mission. BH thrift store
donors are able to effortlessly give back to the community, which appeals to donors’ selfinterests. Moreover, BH urges community members to donate their cars and to buy cars from
their used car lot. Again, BH makes the donation process simple on behalf of its patrons. For
instance, BH owns tow trucks that pick up donated vehicles. In addition, BH is willing to accept
all cars because BH believes in giving their recovering residents the opportunity to work on the
cars. These are a few of the best practices that allow BH to be functional on its own, while

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receiving a steady income to continue its work with recovering alcoholics. This is a selfsustaining tactic that could inspire ideas for Brisbon of WSF.
BH Events/Fundraisers
BH does an excellent job in creating innovative fundraising ideas that uniquely appeal to
their audience. BH is keen on knowing what appeals to their audience members, and because of
that, BH is likely to gain donations and support from their community. For instance, BH hosts a
fashion show, “Recycled Fashion Show.” The fashion show involves local designers and
volunteer. Designers within the community work closely with BH to revamp thrift store clothes.
The partnership sends an outstanding message to the New Orleans community: support Bridge
House thrift stores. This event also allows for corporate sponsorship because the fashion show is
supported by Entergy©. It also allows for volunteer opportunities from those within the
community. For example, community members can serve on the committee and sell sponsorships
and tickets.
BH Website and Social Media
The website for BH can be found at http://www.bridgehouse.org/. It is a well-organized,
easy to navigates, and aesthetically pleasing. The website is complete with a newsroom,
embedded Facebook and Twitter links, newsletter subscriptions, PayPal (donations), and
information about its thrift store and used car lot. Overall, the website is informative and WSF
can implement some of its website best practices. BH’s website definitely garners attraction to its
facility and its cause because it makes it so easy for audience members to act whether it is by
donating or subscribing for news regarding BH.
III. National Organization (Org. 2)
Salvation Army Bell Shelter of Southern California
The Salvation Army is a well-known organization that has been around for 125 years
whose mission is to “deliver services and hope to the less fortunate on the streets of Los
Angeles” (About Us, 2013). It has recently directed its efforts towards social services. (About Us,
2013). The Salvation Army operates a shelter called Bell Shelter of Southern California
(TSABS) for those who suffer from alcohol and drug addiction. It is the largest shelter that helps
those who deal with issues that leads to homelessness (Bell Shelter, 2013). Oftentimes, drugs and
addiction are a part of the problem. Bell Shelter provides a myriad of services that help
struggling individuals achieve self-sufficiency. Services include: drug and alcohol program, job
search assistance, education classes, individual and group counseling, etc. TSABS has an
excellent model from which WSF can learn.

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TSABS Programs (Income)
TSABS engages in programs that ensure they receive funds to sustain their organization
and services for those in need. Programs that gather donations include: texting campaign, family
thrift stores, in-kind donations (basic necessities), corporate donations, etc. All of these programs
are simple and convenient for community members. For example, the texting program allows
patrons to give donations straight from their smart phones. This is an inventive idea that has been
implemented by TSABS because it allows patrons to give directly to their organization. Also,
TSABS makes it easy for corporate organizations to give by implementing programs that
encourage employees to get involved in their campaign. The program, “Work Place Giving,”
allows corporate patrons to design their own campaigns and online pledge systems. This program
is excellent because it is flexible. Corporate patrons can get involved on their own time and have
the ability to make the calls regarding how to raise donations for TSABS. These are a few
programs that could help WSF keep a steady income yearly.
TSABS Events/ Fundraisers
TSABS does not rely heavily on events and fundraisers. It is an organization that relies
heavily on direct contributions from its patrons. In the 2007 comprehensive financial review for
The Salvation Army, $4,323,985 was raised in fundraising campaigns in the Southern California
division (Statement of Activities, 2007). However, The Salvation Army received $25,101,224 in
contributions from patrons (Statement of Activities, 2007). Patron contributions seem to be
working quite well for this organization because it does not have to invest in costly fundraising
campaigns that require manpower, facilities, and time. The Salvation Army as a whole has
perfected the art of continuous donations from its supporters because it is simple and easy. The
Salvation Army is well-known for its kettle drive. Volunteers stand outside of corporate
organizations or wherever with a kettle and a bell to obtain donations. The Salvation Army gives
the opportunity for anyone to become a patron.
TSABS Website/Social Media
TSABS is located on The Salvation Army of Southern California’s (TSASC) main site. It
takes full advantage of its social media presence. Facebook, Twitter, YouTube, and Flickr are
associated with its main page. These links allow traffic to navigate back and forth between
websites. TSASC has a Facebook page with 1,237 likes. The Facebook page promotes its text-togive program and other events hosted by The Salvation Army smaller branches. Also, TSASC
uses its Twitter page to update live events complemented with photographs. It is a useful strategy
because TSASC uses these micro-updates to let followers know what is happening within their
organization. TSASC has 1496 followers on Twitter. Furthermore, TSASC utilizes YouTube to
upload its own footage and story angles. TSASC provides various outlets for its audience
members to receive news. The Salvation Army is a large and well-known organization with

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patrons who are as diverse as the many services offered by this organization. WSF can definitely
adopt a few of TSASC social media tactics.
IV. National Organization (Org. 3)
Valley Service Center of Dublin, California
Valley Service Center (VSC), located in Dublin, California can offer much help in
bettering WSF. Valley Service Center is an Alcoholics Anonymous (AA) Intergroup meaning
that they service A.A. groups in the Tri-Valley Area. VSC offers AA literature, pamphlets,
sobriety chips, printed meeting schedules, 24-hour hotline service, area announcements, special
events, workshops, Public Information/Cooperation with the Professional Community, as well as
publishing their local newsletter “The Valley View.” This is an organization that focuses on
group support in aiding its participants.
VSC Programs
VSC caters to the Spanish speaking community by hosting AA meetings in Spanish as
well as providing other AA resources (Valley Service Center, 2013). For instance, one source of
income for VSC is the sale of their monthly newsletter, “The Valley View,” which is sold for a
suggested donation of $12 (Valley Service Center, 2013). This is an example of a self-sustaining
income that WSF could take away from VSC, as well as the advantage of reaching the Spanish
speaking community. The Spanish community is an untapped source of members for WSF. The
added income of selling a monthly newsletter could keep members up-to -date on the programs
and events going on at WSF as well as offer a source of self-sustaining income if it is improved.
VSC Events/Fundraisers
A recent event hosted by VSC was their Annual VSC Anniversary Dinner which they
proclaimed to have been a “huge success!” on their website, http://valleyservicecenter.org/.
Tickets for the event were $25 and could only be purchased prior to the night of the event. VSC
sent out informal invitations called save-the-dates prior to the event as a tactic to receive more
support. Those informal invitations allowed attendees to plan ahead to RSVP for this major
event/fundraiser. In this way, VSC was able to accurately gauge potential attendance. WSF
could, if they do not already, utilize save-the-dates invitations to attract potential corporate
members to its main events/fundraisers. They could increase attendance and possibly increase
corporate membership, which in turn would increase funds.
VSC Website and Social Media
VSC can be found on the internet at http://valleyservicecenter.org/. Their website is a bit
cluttered with information, but still easy to navigate. Tabs direct you to event and meeting
calendars, intergroup information, VSC history and mission statement, contact information, and
links to newsletters. At the top of each page is a graphic that outlines 14 individuals, signifying
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that alcoholism knows no gender, race, or sex. VSC’s involvement with Facebook is only that of
a location to check-it because it is a traditional AA faculty that takes anonymity seriously. They
do not have an official page with information about the organization.
V. Local Organization (Org.1)
The GYST House of Little Rock, Arkansas
The GYST House (GH) located in Little Rock is a nonprofit organization dedicated to the
rehabilitation of chemically dependent individuals. GH was chartered in 1973 with the
intentions of aiding men and women in overcoming drug addictions (GYST House, n.d.). Their
goals are: “to keep residents’ environment chemically free, to offer help that imitates a sense of
self-esteem, responsibility and emphasized character building, and to encourage residents to
repay their debts, make amends where possible and achieve independent living by modifying
behaviors”(GYST House, n.d.). GH shares very similar goals as WFS when it comes to the
success of their members. Considering these organizations have such comparable traits, it would
be valuable to assess some of GH’s thriving facets, as they could be useful in the enhancement of
WSF.difying behaviors.
GH Programs (Income)
GH operates completely from donations and revenue gained from its vehicle detailing
service (GYST House, n.d.). Members of GH volunteer at the detailing shop cleaning vehicles.
This program is very successful and has been a part of GH for 25 years (GYST House, n.d.).
They charge a reasonable fee to have the vehicles detailed. Because the detailing service is
inexpensive, many low-income individuals can afford to utilize the service. This is one way GH
helps the community while helping themselves. Allowing members to work with these vehicles
is a great idea because it gives them a sense of accomplishment, which helps with GH’s goal for
their members to increase their self-esteem. This one program aids GH in accomplishing
multiple goals. Having a clever service such as this could definitely help WSF in gaining more
revenue and becoming a community resource.
GH Services
GH offers many services to its members that can be useful to WSF. For example, GH
offers employment assistance to its members (GYST House, n.d.). WSF extending this service
could be very beneficial to its members, the organization itself, and the community. For
instance, by obtaining a skill set members would increase their chances of getting a job. WSF
would benefit because members would be able to pledge more money to the foundation because
they have careers. Lastly, the community would benefit by simply having more working
professionals in the area.

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GH also provides its members financial management classes (GYST House, n.d.). It
would be very helpful if WSF would incorporate a course like this into their program. Being
able to manage money is a life skill that many individuals lack. This too would be valuable to
WSF because members would learn to handle their money better and therefore have more to give
back to the organization. Members would feel very noble if they are able to give back to the
organization that done so much for them. This program would encourage more members of WSF
to attend programs.
Lastly, GH offers parenting class referrals (GYST House, n.d.). Brisbon, Executive
Director of WSF, mentioned that she would like for them to be able to offer some parenting
classes in the future. Providing these referrals would be a great start to that endeavor. She could
build relationships with local parenting classes’ facilitators and learn skills from them and maybe
even start a partnership. Most importantly, it would be a really great service to the current
members of WSF.
GH Website and Social Media
GH has a well organized and easy to navigate website. The address for the site is
http://www.gysthouseinc.com. They make their goals and mission very visible throughout the
site. They also have an interactive calendar on the site that visitors can view upcoming events
and meetings on. This makes it very easy for members to stay up-to-date on activities. As stated
before, GH is financed largely by donations. They make it very easy for donors to give money
and also volunteer their time. On the GH website, there is a link to give donations and
information on how an individual could volunteer their time. There is a separate site for the
detailing shop linked onto the home page.
However, they fail to link their Facebook and Twitter accounts on their main website. It
would be much more functional if these were available from the site. WSF can learn from this
and make sure all of their social media sites are available from the main website. Their Facebook
page is mainly used as a testimony site for recovering members. Facebook is a great forum for
this because members get to build a relationship with other members and people in the
community by sharing on the site. Their Twitter page is highly used to send out inspirational
messages.
VI. Local Organization (Org. 2)
The Family Service Agency (FSA)
The Family Service Agency (FSA) is located in Little Rock Ark. It is a local resource
center that aids members of the Little Rock community dealing with domestic violence, divorce,
anger issues and substance abuse. FSA offers family and couples counseling, anger management,
alcohol safety education, and prevention and treatment services (Family Services Agency, 2013).
FSA relates to WSF because it offers 12-step programs for Drug and Alcohol abuse. FSA was
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established in 1942 and the mission statement is “to build emotionally and financially healthy
communities by providing quality services and affordable housing” (Families Services Agency,
2013).
FSA Programs (Income)
The FSA has an income that is based primarily on individual donations and grants. FSA
charges small fees for the programs that they offer. This agency tries to help anyone. If a person
is unable to pay for services offered, then FSA tries to offer free programs. However, if a person
is able to pay, then the funds are put to use for the benefit of everyone. Donors get their names
placed in the annual report under the donor section, and it is also a tax write off. FSA does not
have membership dues. Brisbon could implement an annual donor list as an incentive for those
who choose to donate to WSF. FSA donors may send funds by mail or online under the donate
tab. All major credit cards are accepted, and FSA also has a PayPal account (Family Services
Agency, 2013).
FSA Events/Fundraisers
FSA host many different events throughout the community. Oftentimes, parenting and
financial literacy resources are available at these specialized events. These are the type of
resources that WSF would like to provide its residents. WSF would like to position itself as a
specialized resource in skills such as parenting as a recovering alcoholic. Furthermore,
representatives from local banks support this particular FSA event. They answer financial
questions and basically provide more tools to add into the toolkits of recovering alcoholics. This
could be a good building block for WSF because they could offer the same program to their
residents. As residents of WSF recover from their addiction, they can rebuild credit for a solid
financial foundation and build better relationships with their children. In addition, FSA offers a
leadership camp for the children of the families living with addiction. This could be a useful
event for WSF because it could help keep the teens involved and also give them great leadership
tools as well.
FSA Social Media and Website
The website for FSA can be found at www.helpingfamiliesfirst.org. This website has
organized tabs on the left side for easy access to links such as Facebook, Twitter, PayPal, etc.
The tabs on this website are not overwhelming like the tabs on WSF website. Instead, FSA has a
website whose tabs flow in a logical manner. The website makes everything much easier for
people find information.

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VII. Conclusion
Studying organizations similar to WSF has granted us much insight. Researching these
organization’s successful practices equipped us with many techniques that can be used in the
enhancement of WSF. Although the five organizations differed in some ways, there was still
much to be learned from each. Analyzing these organization’s programs and services, major
events and fundraisers, and social media tactics proved to be very beneficial.
By focusing on the goals of WSF, we were able to pull out useful practices from these
programs. This will aid us in assisting WSF achieve those goals. There are many ways that WSF
could utilize these practices in a way that is constructive to them. We are confident that
evaluating these peer organizations has given us some knowledge that could help WSF reach
their campaign goals.

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LaSarah Hudson is from Marion, Arkansas and is currently a senior at the University of Central
Arkansas. She is pursuing a Bachelor of Arts degree in Public Relations. She plans to attend law
school after graduation. She hopes to start her own nonprofit organization back in her home
town for at-risk  youth.  LaSarah’s  favorite  quote  is,  “The  purpose  of  life  is  not  to  be  happy.  It  is  
to be useful, to be honorable, to be compassionate, to have it make some difference that
you  have  lived  and  lived  well.”  ―  Ralph  Waldo  Emerson  
Carli McAllister is from Greenbrier, Arkansas and is a senior at the University of
Central Arkansas. She is Public Relations major and a Communication minor. After
graduation, she hopes to be employed as an event coordinator and later complete a
master’s  degree  in  Communication.  In  the  future,  she  hopes  to  redefine  the  way  
women are seen in the workplace and spur ideas and discussion in the field of Communication. “Do  one  thing  every  day  that  scares  you.”  –Eleanor Roosevelt

Jason Riley is from Little Rock, Arkansas and is a senior Family Consumer Science major at
the  University  of  Central  Arkansas.    After  graduation  he  plans  to  pursue  a  master’s  degree  in  
college student personal. His life mission is to impact and help change the world. “The  service  
you  do  for  others  is  the  rent  you  pay  for  your  room  here  on  this  earth”  —Muhammad Ali

Judey Sheff is from Memphis, Tennessee and is a senior at the University of Central Arkansas studying public relations and Spanish. After graduation, she hopes to pursue a career in
public relations with emphasis in nonprofit work with the Latino community. In the future,
she aspires to devote her time with humanitarian and education efforts in the United
States and parts of South America. “Human  beings  are  not  born  once  and  for  all  on  the  day  
their mothers give birth to them, but ... life obliges them over and over again to give birth to
themselves.”  ―Gabriel  García  Márquez  

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