235 Group Project

BYU SOS-BYU Student Outreach Scholarship

RESEARCH

Background Research

The ClientBYU Student Service Association is the main student-run organization on BYU campus

and is composed of 56 unpaid student volunteers. The organization’s mission is to provide opportunities for students to develop a sense of belonging, refined skills and talents, divine-centered leadership, meaningful contributions, commitment to service, and a spirit of honor. It focuses on serving the student body by planning a variety of activities, supporting many of the student clubs, and working to research and resolve student concerns. Within BYUSA, there are individual groups, including the Student Advisory Council, Clubs, Administration, Student Honor, Activities, and Communication.The association works closely with BYU administration and acts as the representative for the student body on the President’s Council (BYU, 2011).

In 1988, BYUSA was reorganized and rechartered under the leadership of President Jeffrey R. Holland with the intention of providing a way for students to give back to the university. President Holland wanted a focus on leadership, service, and cooperation. The organization receives its authority and charter from the BYU Board of Trustees through university administration (BYU, 2011). BYUSA receives funding from the President’s Council. The largest area of the organization, Campus Activities, receives the most funds (Wikipedia, 2012). The current president is Brandon Beck and the vice president is Erika Nash.

The Product, Service or IssueBYU Scholarships:

BYU offers academic scholarships, financial need-based scholarships, and various other types of scholarships, including the National Merit Scholarship and departmental scholarships. Scholarships are provided through the tithes of The Church of Jesus Christ of Latter-day Saints and through donations from friends of the university. Scholarships are granted for eight semesters. Students are expected to maintain a certain GPA in order to keep their scholarship. The required GPAs are shown below (BYU Financial Aid Office, 2006). Continuing students:

Scholarship Statistics:● 66 percent of BYU students are currently receiving financial aid of some type (Cappex,

2012).● 42 percent of BYU students are receiving institutional aid ($3,383 on average) (Cappex,

2012).● Sources of Federal Financial Aid:

○ $174 billion federal aid○ $9.9 billion state grants○ $42 billion institutional aid○ $11 billion private and employer○ 47 percent of undergraduates receive financial aid

Scholarship Advantages/Necessity of scholarships● 66 percent of BYU students are currently receiving financial aid of some type (Cappex,

2012).● 42 percent of BYU students are receiving institutional aid ($3,383 on average) (Cappex,

2012).● Sources of Federal Financial Aid:

○ $174 billion federal aid○ $9.9 billion state grants○ $42 billion institutional aid○ $11 billion private and employer○ 47 percent of undergraduates receive financial aid

(Graph)

Sources: The College Board; Standard & Poor's, 2010. 2010 to 2011 academic year.

Assumes 6 percent annual increase and current 1-year cost of 4-year public ($16,140) and 4-year private ($36,993).

● State support has decreased, meaning that tuition at public universities has most likely increased (Scholarship America, 2011).

● A quarter of the U.S. population (70 million people) owe a collective total of $700 billion in student debt. The average college graduate leaves school with $24,000 in student loans (Scholarship America, 2011).

● Parents still value contributing to their student’s education, but the amount they can afford to contribute is decreasing. A Gallup study revealed that the number of families planning to cover few if any college expenses had increased, but the number of families planning to cover more than half of college expenses had decreased. 33 percent of parents reported planning to contribute less than $5000 to their student’s education expenses, which is just barely enough to pay for textbook expenses for four years (Scholarship America, 2011).

● By 2018, the U.S. will need 22 million more credentials in order to fill good jobs, but it will be 3 million credentials short of that number (HCM Strategists).

● Studies show that among students who dropped out, around 6 in 10 received no help from their parents in covering tuition costs and 7 in 10 received no scholarship or loan aid. Among those who graduated with degrees, more than 6 in 10 received help from parents in paying for tuition and around 4 in 10 received no scholarship or loan aid (Lewin, 2009).

● College dropouts earn around a million dollars less than college graduates do over the course of their careers. Therefore, staying in school will open doors for better careers and more financially stable lives (Garofalo, 2012).

● Around 60 percent of U.S. jobs require higher education (Hanford, 2013).● People with college degrees are more satisfied with their jobs (Hanford, 2013).

Scholarship Disadvantages● Parents of BYU students reported feeling that it is very difficult to receive a scholarship

from BYU.● People may not donate to scholarship funds because there are so many competing

organizations to which a person can donate. ● People also may not donate because they do not currently feel financially stable enough

to do so. Many BYU parents reported that they would eventually like to contribute to the BYU SOS fund but were not able financially able at the moment to do so.

● Parents currently putting their own children through school may not feel motivated or able to donate to a scholarship fund for other students.

Promotions Other organizations have promoted and given scholarships based on specific populations

of people. Some of these groups include religious denominations, hobbies, sports, majors/career plans, ethnicity, GPA, financial situation, etc. Segmenting students into these specific groups has been effective both for receiving donations and giving out donations.

Putting on events and including testimonials for a specific cause has also been proven to be effective. For example, the Conner’s Cause organization hosted an event to raise money for children suffering from life threatening diseases and was very successful. At the event, children shared their stories with the public, motivating people to donate to the cause.

Primary Children’s Hospital is another example of an organization successfully raising donations through various events. The hospital utilizes radiothons and telethons to tell the stories of patients, families, and staff of the hospital. The Festival of Trees is a Utah holiday tradition in which all of the proceeds from the decorated Christmas trees, centerpieces, wreaths, baked goods, gift boutique, and entertainment go to helping the patients and families of Primary Children’s. The hospital also utilizes a door-to-door campaign called “Pennies by the Inch” (Intermountain Healthcare, 2013).

CompetitionPeople that are currently donating to other funds or organizations feel that they are

already doing their part to give back and contribute to society; therefore, they may not see a need to donate to the new SOS fund. Also, people are more likely to donate to organizations and funds that have an established reputation for doing good. Since the SOS fund will be new, many people may be skeptical as to whether or not it will actually do any good. Other organizations diverting funds from our key publics include Mountainlands Community Health Center Inc, Boys and Girls Club of Utah County, The American Red Cross, and United Way.

ResourcesThere are a variety of non-financial resources that BYUSA could utilize. LDS

Philanthropies and Y Serve are organizations that BYU is currently using to raise funds for various causes. Opinion leaders include well known BYU alumni such as Jimmer Fredette, Jared Hess, Jon Heder, Mitt Romney, Steve Young, Ken Jennings, and Stephenie Meyer. Other opinion leaders include BYU Administration, such as President Samuelson, and General Authorities of The Church of Jesus Christ of Latter-Day Saints. The news media is also a resource that could be used to inform and motivate our key publics. Attitudes and opinions that could be used include the desire to contribute to society, pay it forward, help others, and improve the world.

SWOTStrength: The campaign generates donations to provide funds to those students who are financially struggling to allow them to continue. Fundraising is a success and the scholarship is distributed to students.Weakness: Campaign sputters at the beginning and messages aren’t clear. Research isn’t sufficient. By the end of the campaign not enough funds have been raised and the scholarship is not able to provide benefits for a sufficient number of students.Opportunity: Funds are raised by generous donations which give students the opportunity to further their education. The campaign sets standards for other scholarship fundraising and is successful.Threat: Delayed initiation of the campaign which impedes donations. The campaign does not seem lucrative to donate money and the final monetary goal is not met.

Publics● Alumni● Parents of students● Businesses who already donate to BYU● Businesses not currently donating to BYU● General Authorities● BYU administration● Seniors/grandparents of BYU students● Mormons ● Students in need of financial aid● BYU professors

Situation Analysis:Due to the economic recession, many students are facing financial hardships threatening

their ability to continue their studies through to graduation. Many are unable to receive financial help from families and parents; therefore, they are faced with the sole alternative of leaving school with the hopes of returning when financial circumstances permit. However, studies show that once students leave school, it is unlikely they will ever return to finish their education. Many students work in order to try and cover expenses; however, the added stress of having a job in addition to school responsibilities can actually lead to increased dropouts. Due to these factors, BYUSA and BYU administration would like to raise $5 million to begin a new scholarship designed to assist those students in financial need.

Potential difficulties that could impede success include ineffective messaging to key publics which could be a result of insufficient research or a failure to understand the self-interests of all key publics. There are many other competing causes that could potentially divert donations from this fund. Therefore, the campaign will fail if it does not effectively appeal to the

self-interests of each key public and if it is not unique enough to distinguish itself from these other funds. In addition, not achieving the final monetary goal is obviously a major difficulty, as it will decrease the number of students who can benefit from the fund.

Core Problem: BYU needs to both introduce a new scholarship designed to assist financially-struggling students and raise $5 million to begin distributions of the scholarship, otherwise students may have to leave school due to inadequate financial resources.

ACTION PLANNING

Goal:To introduce BYU SOS, a new scholarship designed to assist students facing financial hardships, and raise $5 million to begin distribution of this new fund.

Objectives:1. To increase awareness of the new scholarship among BYU affiliates to 25 percent by March 31, 2014 and to 75 percent by July 31, 2014.2. To increase awareness among parents and grandparents of BYU students, BYU alumni, and local businesses of the financial hardships students are currently facing that the scholarship is trying to resolve to 25 percent by March 31, 2014 and to 75 percent by July 31, 2014.3. To raise awareness of the fund among students who can benefit from it to 50 percent by July 31, 2014. 4. To raise $2.5 million by July 31, 2014 and the remaining $2.5 million by December 31, 2014.5. To raise $1.5 million in donations from businesses by July 31, 2014 and another $1 million by August 31, 2014.6. To raise $1 million in donations from BYU affiliates by July 31, 2014 and another $250,000 by August 31, 2014.7. To have 100,000 hits to the scholarship website by July 31, 2014.

Key Publics

Parents

Messages:1. Primary Message: Every drop in the bucket makes a difference - simple donations from every BYU parent will all add up to create a substantial fund for financially-struggling students.

Secondary Messages: ● There are currently 33,336 students at BYU. If a parent of every student contributed $50 to this

fund, there would be $1,666,800 to contribute to the fund.● Over 2,000 students will receive a full tuition scholarship per semester if our $5 million goal is

met. ● Students who receive the scholarship must maintain a 3.75 GPA and enroll in 14 credits per

semester.

2. Primary Message: Donating to this scholarship to help reach the $5 million goal will assist students who are just as ambitious as your children but who are left with the sole alternative of dropping out of school unless they receive some sort of financial assistance.

Secondary Messages:● 100 percent of donations will go towards students who are financially struggling. ● 46 percent of students do not graduate from college, and the number one reason for dropouts is

financial pressures.

● 60 percent of students receive no financial help from their parents and 70 percent receive no scholarships or loan support.

● The amount of financial assistance parents are able to provide their children with to help cover education costs is decreasing. 33 percent of parents reported planning to contribute less than $5000 to their student’s education expenses, which is just barely enough to pay for textbook expenses for four years.

● College dropouts earn around a million dollars less than college graduates do over the course of their careers. Therefore, staying in school is essential for opening doors for better careers and more financially stable lives.

● For more information on BYU SOS, visit our website at www.byusos.byu.edu.

Strategies/Tactics1. Strategy: To raise awareness of the fund and motivate parents to donate to this fund, even if it is a small amount, through personal contact.

Tactics: ● Include information on the fund in the BYU newsletter.● Host an information session at the Hinckley Center during Parents Weekend to explain the fund.● Send out an initial email to parents to explain the fund, and send out periodic emails reporting on

the progress of the campaign.● Have BYU students call parents to explain the fund.● Mail letters to parents to inform them about the scholarship, report progress, and request

donations. Include a donation slip and envelope.● Add information on the scholarship to the letters that are already mailed to parents of incoming

freshmen.

2. Strategy: To encourage parents to donate to this fund through social media.

Tactics:● Create a public event surrounding the campaign from the BYU Facebook page. Once awareness

has risen, create a separate page for the scholarship. Update statuses throughout the campaign.● Create a blog where students can talk about how scholarships have affected them or how they

currently need a scholarship. ● Reach parents through a YouTube channel that includes student testimonials.● Create a group on LinkedIn explaining the scholarship.● Put information on BYU’s scholarship website.● Create a podcast informing people of the fund, including a testimonial.● Create a website for BYU SOS that explains the scholarship and includes information on how to

donate and how to apply.

2. Grandparents of students Cristina

Messages1. Primary Message: Donating to this fund will help students like your grandchildren on the road to success.

Secondary Messages:● 3 million students enroll in some form of higher education each year. 46 percent of students drop

out and 40 percent will not get a degree. 38 percent drop out for financial reasons.● The number one reason students drop out is due to financial stress.● All money donated will go towards funding the education of BYU students.● Ryan is a BYU student who says his life would be much harder and his education would not be

the same without his BYU scholarship.

2. Primary Message: Your grandchildren or students like your grandchildren can partake in a new and exciting scholarship opportunity.

Secondary Messages● There are currently 33,336 students at BYU. If a grandparent of every student contributed $50 to

this fund, there would be $1,666,800 to contribute to the fund.● Over 2,000 students will receive a full tuition scholarship per semester if our $5 million goal is

met. ● Students who receive the scholarship must maintain a 3.75 GPA and enroll in 14 credits per

semester.● For more information, visit our website at www.byusos.byu.edu

Strategies and Tactics

1. Strategy: To motivate grandparents of students to donate to the new scholarship through mass media.

Tactics:● Create a news release for the major newspapers to raise awareness of the fund.

● Create a feature story about a student.● Have President Samuelson appear on local news stations to discuss the scholarship.● Create a public event surrounding the campaign from the BYU Facebook page. Once awareness

has risen, create a separate page for the scholarship. Update statuses throughout the campaign.● Create a PSA explaining the fund.● Post videos of student testimonials on BYU YouTube channel and post links on Facebook page.● Create an article written by the general authorities for the Ensign that discusses the scholarship

and donations needed.● Create a website for BYU SOS that explains the scholarship and includes information on how to

donate and how to apply.

3.Matt-Alumni

Messages1. Primary Message: Donating to the BYU SOS fund is an opportunity for you to pay it forward to current BYU students.

Secondary Messages:● Students are struggling financially more now than ever before in today’s economy.● 46 percent of students do not graduate from college, and the number one reason students drop out

is due to financial stress.● David wants to be an electrical engineer. He knows he is intelligent enough to make it through

the program, but he doesn’t have enough money to pay for it. He can’t get an academic scholarship, and his parents don’t have enough money to pay for his education. If he takes time off to work, his chances of coming back to get a degree will decrease by 40 percent.

2. Primary Message: To ensure that your legacy from BYU lives on, donate so your hard work and dedication is not in vain.

Secondary Messages● All of the donated funds go straight towards students who are financially struggling.● Students who receive the scholarship must maintain a 3.75 GPA and enroll in 14 credits per

semester.● Over 2,000 students will receive a full tuition scholarship per semester if the $5 million goal is

met.● BYU hosts an impressive list of successful BYU alumni, including but not limited to Jon Heder,

Jimmer Fredette, Aaron Eckhart, Mitt Romney, Danny Ainge, Orson Scott Card, Steve Young, Harvey Fletcher, Stephanie Meyer, and Philo Farnsworth. By donating to this fund, you are helping students who could go on to join this impressive list.

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Strategies and Tactics:

1. Strategy: To encourage donations through the message of paying it forward through personal contact.

Tactics:● Have a speaker introduce the fund at BYU Alumni Association events.● Send a personal letter to alumni from the president of the Alumni Association. Include donation

slips and envelope.● Put an article in the BYU Alumni Magazine.● Provide follow-up emails throughout the campaign with links to the scholarship website, blog,

and Facebook.● Have BYU students call alumni to request donations.● Have departments email alumni that graduated from their college to request donations.

2. Strategy: To motivate alumni to donate through social media.

Tactics: ● Put information on the fund on the BYU Alumni website.● Create a BYU SOS Facebook group● Post a video on BYU Alumni YouTube channel.● Twitter● Create a group on LinkedIn.● Create a podcast that includes information on the scholarship and how to donate.

4. Business

Messages

1. Primary Message: Donating to this scholarship will generate funds enabling struggling students to continue their education.

Secondary Messages ● $10,000 is sufficient to help out numerous students who are in dire need of financial help. ● Over 2,000 students will receive full tuition scholarships per semester if the $5 million goal is

met.● Students who receive a scholarship must maintain a 3.75 GPA and enroll in 14 credits per

semester.● 46 percent of students do not graduate from college, and the number one reason for dropouts is

financial stress.● Donating is a tax write off.

2. Primary Message: By donating to this scholarship, you are investing in quality students who could potentially be working for your company in the future.

Secondary Messages:

● BYU hosts an impressive list of successful BYU alumni, including but not limited to Jon Heder, Jimmer Fredette, Aaron Eckhart, Mitt Romney, Danny Ainge, Orson Scott Card, Steve Young, Harvey Fletcher, Stephanie Meyer, and Philo Farnsworth. By donating to this fund, you are helping students who could go on to join this impressive list through their contributions to your company.

● BYU students receive an excellent education that prepares them for future careers, evidenced by the university’s impressive academic rankings. For example, BYU’s undergraduate accountancy program is ranked among the top 3 in the nation. Recently, BYU’s undergraduate business program was No. 12 in Bloomberg Businessweek’s Best Undergraduate Business Schools 2013 rankings.

3. Primary Message: By donating, your name/business will become well-known around campus and in the community.

Secondary Messages ● Donating businesses will have their name on the posters and banners advertising the scholarship

around campus.● Students will become more aware of donating businesses, resulting in these companies having a

greater pool of possible employees.

Strategies and Tactics:1. Strategy: Ask CEOs for financial assistance in raising sufficient funds for the 'SOS' scholarship through personal contact.

Tactics:● Meet with CEO’s of local businesses and pitch them the idea of financing this new scholarship.

During the pitch meeting, provide charts, graphs, statistical data that will support cause for donation.

● Provide brochures on how those who give get exponential returns.● Have a round-table meeting with CEOs following the initial meeting to allow them to ask

questions and make possible changes.● Host a luncheon for CEOs to demonstrate progress of the campaign.● Create a news release informing about the scholarship and deliver a copy of the newspaper to

businesses.● Host local BYU business events in which proceeds from the business during a specified time

period go towards the scholarship.

5. Students who will benefit from the fund-Paige

Messages1. Primary Message: BYU SOS is a new scholarship created to help students who have no other options for financial aid.

Secondary Messages:● BYUSA is currently working to raise $5 million in donations to begin distributions of this fund.● BYU Alumni, local businesses, parents of BYU students, and grandparents of BYU students are

all being reached in order to raise these funds.● BYUSA would love your help in raising donations. The campaign is in need of BYU students to

personally call potential donors, contribute testimonials, etc. Contact BYUSA if interested.

2. Primary Message: If you are struggling financially, contact BYUSA to see if you are eligible for the newly created BYU SOS.

Secondary Messages: ● Over 2,000 students will receive full tuition scholarships if our $5 million goal is met.● Students who receive a scholarship must maintain a GPA of 3.75 and enroll in 14 credits per

semester.● For further information, visit our website at www.byusos.byu.edu

Strategies and Tactics:1. Strategy: To inform students of the scholarship through social media.Tactics:

● Create a BYU SOS Facebook page and continually update it.● Create a BYU SOS Instagram and continually update it.● Student body officers tweet and post.● Have BYU bloggers post about the scholarship.● Send an email from scholarship office explaining eligibility requirements.● Create a YouTube message.

2. Strategy:To inform students and recruit involvement through campus activities.

Tactics:● Put up posters around campus advertising the scholarship.● Run information stands at the Wilkinson Center where flyers are distributed.● Run a segment on the scholarship through BYU Broadcasting.● Have an article put in The Universe.● Host an information session in the Varsity Theater at the Wilkinson Center.● Put up BYUSA banners around campus.

Qualitative Research

Evaluation:

1. To increase awareness of the new scholarship among BYU affiliates to 25 percent by March 31, 2014 and to 75 percent by July 31, 2014.

● Criteria: 25 percent of BYU affiliates aware of scholarship by March 31, 2014 and 75 percent by July 31, 2014

● Tool: Survey 384 random BYU affiliates on March 24-28, 2014 and July 24-28, 2014. 2. To increase awareness among parents and grandparents of BYU students, BYU alumni, and local businesses of the financial hardships students are currently facing that the scholarship is trying to resolve to 25 percent by March 31, 2014 and to 75 percent by July 31, 2014.

● Criteria: 25 percent of parents, grandparents, alumni, and local businesses aware of the financial hardships students are currently facing by March 31, 2014 and 75 percent aware by July 31, 2014.

● Tool: Survey 100 random people from each of the four groups (parents, grandparents, alumni, local businesses) on March 24-28, 2014 and July 24-28, 2014.

3. To raise awareness of the fund among students who can benefit from it to 50 percent by July 31, 2014.

● Criteria: 50 percent of students aware of the scholarship by July 31, 2014.● Tool: Survey 384 random students on July 24, 2014 through July 28, 2014.

4. To raise $2.5 million by July 31, 2014 and the remaining $2.5 million by December 31, 2014.

● Criteria: $2.5 million raised by July 31, 2014 and $5 million raised by December 31, 2014.● Tool: Keep records of money donated throughout the campaign.

5. To raise $1.5 million in donations from businesses by July 31, 2014 and another $1 million by August 31, 2014.

● Criteria: $1.5 million raised from businesses by July 31, 2014 and $2.5 million by August 31, 2014.

● Tool: Keep records of money donated throughout the campaign.

6. To raise $1 million in donations from BYU affiliates by July 31, 2014 and another $250,000 by August 31, 2014

● Criteria: $1 million raised from BYU affiliates by July 31, 2014 and $1,250,000 raised by August 31, 2014.

● Tool: Keep records of money donated throughout the campaign. 7. To have 100,000 hits to the scholarship website by July 31, 2014.

● Criteria: 100,000 hits on the scholarship website by July 31, 2014● Tool: Keep record of the amount of hits on scholarship website.

References

AXA Equitable. [Bar graph of rising college costs]. Planning for the cost of higher education. Retrieved on April 6, 2013 from http://www.axa-equitable.com/plan/education/cost-of-higher-education.html.

BYU. (2011). BYUSA. Retrieved 21 March 2013 from https://byusa.byu.edu/.

Brigham Young University. (2013). Y Facts. Retrieved 8 April, 2013 from http://yfacts.byu.edu/Categories/CategoryList?id=18&active=4. BYU Financial Aid Office. (2006). BYU financial aid and scholarships guide. Retrieved March 21, 2013 from http://saas.byu.edu/ebrochure/BYU_Financial_Aid_and_Scholarships_Guide/Step_2__Financial_Opportunities_and_Options/BYU_Undergraduate_Scholarships.php. Cappex. (2013). Brigham Young University-Provo Scholarships. Retrieved 4 Apr. 2013. <http://www.cappex.com/page/meritAid/programDetail.jsp?id=230038&program=386987>. Duck9.com. (2007). [Pie chart of reasons for college dropouts]. Q4 statistics on college student drop out rates. Retrieved on March 30, 2013 from http://www.duck9.com/College-Student-Drop-Out-Rates.htm Garofalo, Pat. (2012, May 29). College dropouts make $1 million less during their careers than college graduates. Retrieved April 1, 2013 from http://thinkprogress.org/education/2012/05/29/491334/college-dropouts-earnings/?mobile=nc Hanford, Emily. Getting back to college. (2013). Retrieved March 30, 2013 from http://americanradioworks.publicradio.org/features/tomorrows-college/dropouts/going-back-to-college.html.

Hanford, Emily. (2013). The value of a college degree. Retrieved April 6, 2013 from http://americanradioworks.publicradio.org/features/tomorrows-college/dropouts/value-of-college-degree.html.

HCM Strategists. Fast facts from The American Dream 2.0. Retrieved April 6, 2013 from http://hcmstrategists.com/americandream2-0/report/FINALAmericanDream2FactSheet.pdf.

Intermountain Healthcare (2013). Primary Children’s Medical Center. Retrieved April 5, 2013 from http://intermountainhealthcare.org/hospitals/primarychildrens/donations/fundraising/Pages/home.aspx. Ritter, Patrick. (2011). Statistics of the College Drop-Out. Retrieved March 26, 2013 from <http://www.classesandcareers.com/advisor/statistics-of-the-college-drop-out/>. Scholarship America. (2011, July 21). Help the economy: Donate to a scholarship. Retrieved March 21, 2013 from http://www.usnews.com/education/blogs/the-scholarship-coach/2011/07/21/help-the-

economy-donate-to-a-scholarship. Scholarship America. (2011, July 7). 5 reasons why scholarships are essential. Retrieved March 21, 2013 from http://www.usnews.com/education/blogs/the-scholarship-coach/2011/07/07/5-reasons-why-scholarships-are-essential.

Tamar, Lewin. (2009, December 9). College dropouts cite low money and high stress. Retrieved March 29, 2013 from http://www.nytimes.com/2009/12/10/education/10graduate.html

Weissmann, Jordan. (2012, March 29). Why do so many americans drop out of college?. Retrieved April 6, 2013 from http://www.theatlantic.com/business/archive/2012/03/why-do-so-many-americans-drop-out-of-college/255226/.

Wikipedia. (2012, August 7). Brigham Young University Student Service Association. Retrieved April 5, 2013 from http://en.wikipedia.org/wiki/Brigham_Young_University_Student_Service_Association.

Wilcox, D. L., & Cameron, G. T. (2012). Public relations (10th ed.). Upper Saddle River, NJ: Pearson Wistrom, Elizabeth. (2012). Why do students drop out of college?. Retrieved February 26, 2013 from <http://www.brighthub.com/education/college/articles/82378.aspx>

BYU Students BYU students are the most accessible and impressionable of the key publics. Students need to be aware that this scholarship is going to be available. They are not able to donate large amounts of money, but students are educated about the SOS scholarship fund and they are able to reach the other publics (their parents, grandparents, peers who are alumni etc.). Students are the root of the key publics. They are first-hand witnesses of scholarship woes, and it is important to please this public in order to acquire a positive impression from the rest of the key publics.Demographics:

● 30,814 students● 52 percent male and 48 percent female● 75 percent single, 25 percent married● 86 percent white, 14 percent minority: 1,944Asian/Pacific Islander, 1,610 Hispanic, 254 black,

211 American Indian, 488 other/multiethnicity ● Religion: LDS: 32,927, Catholic: 75, Protestant: 61, Islam: 33, Other Christian: 38, Hindu: 40,

Buddhism: 10, Other Religions: 22, no religious preference: 130 ● From United States, Far East, South America, Canada, Central America & Mexico, Europe,

Middle East, Eastern Europe & Russia ○ 34.2 percent from Utah○ Top International Feeders: Canada, South Korea, Mexico, China, Brazil (Brigham Young

University, 2011)· $350 billion purchasing power (for all teens and college students)· Roughly 34,000 students

· 3,000 phone calls and text per month· 75 percent have a social profilePsychographics:· Digital Learners· Spend equal time interacting online as in person with friends· More reserved in social skills· Do not tolerate print forms or slow application processes· Top 5 sources are: parents, doctors, clergy, friends, and teachers· Trust information that derives from relationshipsSelf Interests: BYU students will benefit from donating or informing others about the scholarship because they are the recipients of the money. They will be able to further their education with less financial stress and also cite to future jobs and internships that they qualified for the scholarship. Third Part Influentials and Opinion Leaders:· Student athletes and student body leaders· BYU administration· Teachers or faculty members· Fellow students, peers, and roommates Objectives they help accomplish:· To raise $1 million in donations from BYU affiliates by July 31, 2014 and another $250,000 by August 31, 2014.· To have 100,000 hits to the scholarship website by July 31, 2014.· To raise awareness of the fund among students who can benefit from it to 50 percent by July 31, 2014.

1. Parents of studentsParents feel a connection with and responsibility to BYU due to their own children being students at the university. They are familiar with and sympathize with student issues such as financial stress because their children or their children’s peers may be experiencing similar problems. As a public, parents are likely to be emotionally invested in this issue, increasing the likelihood that they will become involved with the scholarship.

Demographics:· Male and female· Middle class income ($25,000-100,000)· 45-65 years old· 78 million, 24 percent of U.S. population· $3 trillion buying power· 86 percent white & 14 percent minorities

· • Reside in the United States, Far East, South America, Canada, Central America & Mexico, Europe, Middle East, Eastern Europe, Russia◦ Around 34.2 percent reside in Utah

◦ Top international feeders: South Korea, Mexico, China, Canada, Brazil• Religion: majority are LDS, other religions represented include Catholic, Protestant, Islam, other Christian, Hindu, Buddhism, other, and no religious preference (Brigham Young University, 2011)

Psychographics:● Family-oriented● Uphold the values and standards of The Church of Jesus Christ of Latter-Day Saints ● Active in their church and community● Enjoy spending time with their children, “Empty Nesters”● Will spend on consumer goods instead of saving for retirement● Concerned about health care, insurance, retirement planning, and personal investment● Likely to be involved in a cause● Social active group

Self-interests:Parents are primarily concerned about the well being of their children. Parents want to ensure that their children receive a quality education, which will help ensure their future economic success and stability. They do not want their children coming out of school with large amounts of debt. They are highly influenced by peers and BYU administration. Social visibility and activity through BYU sponsored events is favored. Third Party Influentials and Opinion Leaders:· Teachers or Faculty Members· BYU administration· Successful BYU alumniPeers Objectives they help accomplish: Because parents are heavily invested in their children’s lives and schooling, they will seek to gain many resources about scholarship information and then share it with their friends, peers, co-workers and other social groups. Psychographics show that they are readily available and willing to participate in charitable or positive causes, and they have a high disposable income (although less than that of seniors or grandparents of students). Specifically, we are targeting parents for these objectives:

· To raise $2.5 million by July 31, 2014 and the remaining $2.5 million by December 31, 2014.· To increase awareness of the new scholarship among BYU affiliates to 25 percent by March 31, 2014 and to 75 percent by July 31, 2014.· To increase awareness of the financial hardships students are currently facing that the scholarship is trying to resolve to 25 percent by March 31, 2014 and to 75 percent by July 31, 2014.

2. Grandparents of Students

Grandparents have a high disposable income and time to invest in their children and grandchildren’s lives. They are invested in the success of their children, and in turn grandchildren, but are not as “in-touch” with current student issues.

Demographics:

· Male and female· 65-95 years old· Predominantly retired (Average retirement age 67, though trending to retire even later)· 86 percent white & 14 percent minorities (Brigham Young University, 2011)· 36.3 million (heavy upsurge in 2011)· Hold 70 percent of US assets (median assets of $108,885)9.8 percent poverty rate (rest of population at 12.5 percent)· 28 percent internet able· 1.6 trillion spending power· $7 billion spent online annually Psychographics:

· Family-oriented· Generally Conservative· Less easily convinced than young adults, demand value in things they buy, pay little attention to fads· Vote in great numbers· Read newspapers and magazines intensely· Extremely health conscious· Eat out frequently and do majority of gift buying· Travel frequently

Self Interests:Grandparents seek to help the coming generation and alleviate the financial hardships of their children and grandchildren. Grandparents want to be remembered, valued and needed in their grandchildren’s lives, so they will donate and give generous gifts. The scholarship fund helps them support conservative or “ideal” values found at BYU that they agree with and want to preserve.

Third Party Influentials and Opinion Leaders:· Children and grandchildren· Senior peers· Respected political leaders· BYU administration Objectives they help accomplish:

● To increase awareness of the new scholarship among BYU affiliates to 25 percent by March 31, 2014 and to 75 percent by July 31, 2014.

● To increase awareness among parents and grandparents of BYU students, BYU alumni, and local businesses of the financial hardships students are currently facing that the

scholarship is trying to resolve to 25 percent by March 31, 2014 and to 75 percent by July 31, 2014.

● To raise $2.5 million by July 31, 2014 and the remaining $2.5 million by December 31, 2014.

● To have 100,000 hits to the scholarship website by July 31, 2014. 3. Alumni Demographics:· Male and female· 362,000 living alumni· Give $7.13 billion a year· $875 average education gift amount· 86 percent white & 14 percent minorities

· • Reside in the United States, Far East, South America, Canada, Central America & Mexico, Europe, Middle East, Eastern Europe, Russia ◦ Around 34.2 percent reside in Utah◦ Top international feeders: South Korea, Mexico, China, Canada, Brazil• Religion: majority are LDS, other religions represented include Catholic, Protestant, Islam, other Christian, Hindu, Buddhism, other, and no religious preference (Brigham Young University, 2011)· Earn 84 percent more than High School graduates Psychographics:· Consume more magazines and newspapers· Place greater importance on higher level education· Politically concerned/active· Will spend on consumer goods instead of saving for retirement· Concerned about health care, insurance, retirement planning, and personal investment· Likely to be involved in a cause· Socially active group Self interests:Alumni generally want to feel that the school that they graduated from is well known for giving quality education. Donating to BYU will allow them to identify with students that had a similar college experience. Paying “homage” or respect to BYU through donation allows for pride and investment in BYU success. Third Party Influentials and Opinion Leaders: · Teachers or Faculty Members· BYU administration

· Alumni Peers· Successful, celebrity BYU alumni Objectives they help accomplish: Because alumni have a personal or intrinsic value tied to BYU, they will seek to gain many resources about scholarship information and then share it with their friends, peers, co-workers, and other social groups. Alumni are the most lucrative key public, and they require heavy attention and access to information.

· To raise $2.5 million by July 31, 2014 and the remaining $2.5 million by December 31, 2014.· To increase awareness of the new scholarship among BYU affiliates to 25 percent by March 31, 2014 and to 75 percent by July 31, 2014.· To increase awareness of the financial hardships students are currently facing that the scholarship is trying to resolve to 25 percent by March 31, 2014 and to 75 percent by July 31, 2014.

BusinessesProfile:

Demographics:● Male and female● Income $60,000-180,000● 35-60 years old● 78 million, 24 percent of U.S. population● $3 trillion buying power (Wilcox & Cameron, 2012)● 84% white, 16% minorities (black, American Indian, Alaska native, Asian, native Hawaiian,

Pacific Islander, Hispanic) (United States Census Bureau, 2013)● Reside in Provo, Utah or surrounding areas● Bachelor’s degree or higher education● Majority LDS

Psychographics:● Active members of the community● Highly motivated● Innovators● Likely to spend on consumer goods● Socially conscious● Concerned about health care, insurance, retirement planning and personal investing ((Wilcox &

Cameron, 2012)● Family-oriented● Place importance on higher level education

Self-Interests

Businesses are concerned about making sure there will be educated and qualified members of the new generation who will be able to join their companies and ensure their future success. They also want to get their company name and image out in the community in order to generate more business. Businesses want to generate positive publicity for themselves by contributing to worthy causes, and they have a desire to be associated with organizations of high reputation.

Third Party Influentials and Opinion Leaders:

● BYU Administration● Company CEOs● Customers● Successful BYU Alumni

Objectives they help accomplish:

● To increase awareness of the new scholarship among BYU affiliates to 25 percent by March 31, 2014 and to 75 percent by July 31, 2014.

● To increase awareness among parents and grandparents of BYU students, BYU alumni and local businesses of the financial hardships students are currently facing that the scholarship is trying to resolve to 25 percent by March 31, 2014 and to 75 percent by July 31, 2014.

● To raise $1.5 million in donations from businesses by July 31, 2014 and another $1 million by August 31, 2014.