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TABLE&OF&CONTENTS!Organizational Overview…………………………………..…………………2 Public Relations Problem………………………………………………….....2 Key Publics…………………………………………………………………..3 Campaign Goal……………..………………………….………………….....3 Objective A…………………………………………………………………..3 Objective B……………….….……………………..………………………..4 Objective C…………………..……………………..………………………..5 Evaluation Techniques………………………………………………………5 Campaign-Relate Recommendations…………...….……………………..…6 Lessons Learned...…………………………………………………………...6 Appendix…………………………………………………………………….8

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Organizational Description Social change philanthropy works by changing the systems that support social injustice.

It’s about organizing and activism, engaging all members of our society in dialogue and

action. Social change philanthropy and activism ensure that people who are typically

ignored and disregarded have a seat at the table. By sharing power, we can hold all our

institution, from governments to corporations to nonprofits, and society itself responsible

for social justice. Founded in 2013 by Publicist & Public Relations Director Jakeem

Smith, Don’t Be The Victim is a non-profit organization that serves as an outlet to fight

against social injustice, harm against others and victimization. Passionate about supporting

different causes, Jakeem states that he aims to “help different people that have gone

through different things like obesity, domestic violence, child abuse,” and that he would

love for the organization to “build, show substance, growth, and shed light on different

causes.” Jakeem currently functions as the organizations Program Director and is also the

CEO of Jay Productions Agency, an Atlanta bases public relations agency. Under the

umbrella of the Beyond The Game Foundation, 5013c founded by Chanita Foster with

mission is to provide youth education parallel with athletics and encourage

entrepreneurship with focus on philanthropy to live a well-balanced life, Don’t Be The

Victim ultimately seeks to help eliminate systematic oppression through awareness,

education, and a demand for betterment and change for all.

Public Relations Problem

• Don’t Be The Victim has a problem because of the lack of volunteers.

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Key Publics • The key publics that will be targeted will be Greek letter organizations

at Clark Atlanta University that have similar interest in tackling issues surrounding social injustice issues, harm against others, community service and victimization.

o Alpha Kappa Alpha Sorority Inc. o Delta Sigma Theta Sorority Inc. o Omega Psi Phi Fraternity Inc. o Sigma Alpha Iota Fraternity Inc. o Zeta Phi Beta Sorority Inc.

-Demographic: Male and Female current members. -Justification: These organizations were targeted based off of their overall organizational goals, values and mission statements in relations to Don’t Be The Victim’s mission statement. Total population= 110 Campaign goal

• To be the leading choice among college students within the Atlanta University Center seeking to address social injustice issues

Objective A

• To increase Don’t Be The Victim’s Instagram following by 5% (50 followers), by April 20, 2016.

o Justification: The organization’s Program Manager, Jakeem Smith, recruits a vast majority of Don’t Be The Victim’s volunteers via social media.

Strategy A

-To create content (online and physical) that will attract the attention of the students of Clark Atlanta University to follow the Don’t Be The Victim instragram page. Tactic1: Post content online consistently that visually represents the brand. Tactic2: Tag key influencers in the AUC community to raise the awareness of the movement and have them share with their audiences.

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Tactic3: Post physical flyers in prominent areas on campus of Clark Atlanta University.

Strategy B

-Partner with like organizations at Clark Atlanta University to expand the Don’t Be The Victim audience to attract students to follow the Don’t Be The Victim instagram page. Tactic1: Have AUC Cam post content on social injustice and victimization sponsored by Don’t Be The Victim. Tactic2: Have Greek organizations post content on social injustice and victimization sponsored by Don’t Be The Victim. Tactic3: Have CAB post content on social injustice and victimization sponsored by Don’t Be The Victim.

Objective B

• To secure 15 volunteer applicants from the Atlanta University Center by April 15, 2016.

o Justification: Due to research done prior to establishing this objective, 41.2% of the population that is interested in becoming a volunteer will actually sign up.

Strategy A -Host #StandUp #SpeakUp #SpeakOut social media campaign to attract the attention of target audience to engage them with the organization. Tactic1: Post content online of key influencers on campus talking about Don’t Be The Victim and its mission. Tactic2: Tag key influencers on Clark Atlanta University’s campus to raise the awareness of the movement and have them share with their audiences. Tactic3: Have organizations share content on their organization pages (Delta Sigma Theta, Sigma Alpha Iota, Omega Psi Phi, etc..)

Strategy B -Host informational session for interested individuals. Tactic1: Post flyers online and on campus advertising informational Tactic2: Have leaders of different organizations (from target audience) attend informational.

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Tactic3: Have attendees that are interested in volunteering apply. Objective C

• To secure 7 volunteers by April 20, 2016. o Justification: Don’t Be The Victim is in search of 7 new

volunteers for the organization.

Strategy A - Secure each new volunteers within the organization. Tactic1: Provide organization Program Manager with list of new volunteers and their resumes. Tactic2: Inform all new volunteers of up coming events and programs. Tactic3: Host brain storming session with Program Manager about ways to incorporate new volunteers.

Strategy B -Host introduction meeting with all new volunteers. Tactic1: Set up conference call line via www.freeconferencecall.com (Call in #: (712) 775-7032 Meeting ID: 148-560-787). Tactic2: Have Program Manager and new volunteers call into conference call line April 21, 2016, 7:30pm. Tactic3: Have Program Manager notify each volunteer of any and all necessary information regarding Don’t Be The Victim and moving forward.

Evaluation Techniques Objective A: the number of volunteers acquired as a result of this campaign will measure this objective. Evaluation Criteria: The number of new volunteers. Evaluation Technique: Applicants that stated “yes” they would like to volunteer will email their resumes to be entered into the system. Objective B: the number of applicants acquired at the conclusion of this will measure this objective informational. Evaluation Criteria: The number of individuals that are interested in volunteering at the conclusion of the informational.

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Evaluation Technique: Applicants will complete sign in sheet at informational and list if they are interested in volunteering for Don’t Be The Victim. Objective C: This objective will be measured by the number of followers acquired from the initial start date of this campaign. Evaluation Criteria: Percentage of new followers to old followers. Evaluation Technique: Don’t Be The Victim’s instagram followers will be carefully analyzed to make sure that the target audience followed the page as a result of this campaign. Campaign-Relate Recommendations

• Website: the way that we relate with people today has largely shifted from face-to-face meetings to digital communication on websites, social media and mobile devices. Your website is the face of your organization, its what people see online should reflect who you are as a nonprofit. Your mission should come across loud and clear on every page.

• Consistency: Not just online but within the community as well. This will Increase Engagement & Strengthen Loyalty, Create a Barrier to Entry, Strengthen Fundraising, Optimize Outreach & Marketing, and Facilitate New Opportunities, which will, in turn, grow the brand.

• Photos and portfolio/ Testimonials: Maintaining a gallery or campaign portfolio will show your true face and can give other a chance to relate and empathize with your actions. Let your photos tell your story. A third party validation is a sort of proof that you are committed and you get results. Thus, being able to read personal experiences and impressions will give them all the information they need to convince themselves to take action and involve to support your cause.

Lessons Learned: One on one interview: After speaking with my client on why he only wanted to focus on Clark Atlanta University, he stated that he “wanted to solidify his program and establish a base at one institution” so that when the expansion to other institutions happen, it will not be chaotic.

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U.S. Department of Health and Human Services, 2005, Successful Strategies for Recruiting, Training, and Utilizing Volunteers, http://www.samhsa.gov/sites/default/files/volunteer_handbook.pdf This article gave statistics on the different methods and strategies used by the United States Government to secure new volunteers for non-profit organizations. The article gave strategic insight on how to successfully plan, recruit, train, manage, and evaluate your volunteers once they have been acquired. United Stated Department of Labor, 10:00 a.m. (EST) Thursday, February 25, 2016, Volunteering in the United States, 2015, http://www.bls.gov/news.release/volun.nr0.htm This article gave statistics on the main types of activities volunteers performed also varied by educational attainment. Persons with a bachelor's degree and higher were more likely to provide professional or management assistance or to tutor or teach than volunteers with less education. Volunteers with less than a bachelor's degree were more likely to collect, prepare, distribute, or serve food or engage in general labor than those with at least a bachelor's degree… Between September 2014 and September 2015, the proportion of volunteers who became involved with their main organization after being asked to volunteer (41.2 percent) was about the same as the proportion who became involved on their own (41.6 percent)--that is, those who approached the organization. 41.2%x15= 6.18 | ages 16-34= 71,038 persons 46.7% | 42,731 65.3% have some form of college education or higher Appendix

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• Example of content shared on Don’t Be The Victim’s Instagram page.

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• Example of content shared on the Beta Psi Chapter of Omega Psi Phi Fraternity Inc.

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• Informational flyer.

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• Informational sign in sheet and list of individuals interested in volunteering.

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• Example of volunteer resume collected for the records of the organization.