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1
ADPR 5920 Final Project:
Prepared for
Rally Foundation
Public Relations Communications, ADPR 5920
Dr. Bryan Reber
December 8, 2014
Rebecca Kanaverskis
2
Table of Contents
Situation Statement…………..………………………………………..................2-4
-Previous Promotional Strategies
-Competition
Research.………………………..………………………………….………….....5-6
Goals and Objectives……………………………………………………………….7
Action Plan…….……….……………………………………………………….8-15
-Tactics
-Evaluation
-Budget
-Timeline
Press Release…….………………………………………………………………..16
Fact Sheet………………………………..…………………..................................17
Feature Pitch Letter………………………………………….…………………....18
Feature Release……………………………..…………………………………19-21
PSA……...………………………………………………………………….……..22
Speech…………………………………………………………………….…...23-26
-References
Event Memo………………….…………………………………………....…..27-29
Website Memo……………………………………………………………...…30-31
3
Situation Statement
Rally Foundation, a 501(c)(3) nonprofit organization, empowers volunteers across the
country to raise awareness and funds for childhood cancer research. Rally’s goal is to find better
treatments with fewer long-term side effects and ultimately, cures. In its first eight years, Rally
awarded more than 5.25 million in childhood cancer research grants across the country. Rally
received the Independent Charities Sal of Excellence and GuideStar Valued Partner seal. Also,
according to audited financials, 94 cents out of every dollar raised supports Rally’s mission.
Cancer is the number one disease killer of children ranging from a few months old to 15
years. Rally currently funds research for brain tumors, solid tumors, blood cancers and
survivorship studies with 75 research projects in hospitals across the country. Cancer in children
differs from the cancer experienced by adults. Children’s bodies are more fragile and require
different types of treatment and research.
Rally Foundation wants to increase awareness of their brand and increase fundraising
profits around the Atlanta area and University of Georgia campus using the student organization,
UGA Rally. This plan will list suggestions Rally Foundation can follow in order to expand its
promotional practices around the Atlanta community and the UGA campus. These practices will
not only get the Rally Foundation brand more recognition, but they will also increase revenue of
donations.
4
Previous Promotional Strategies
Rally Foundation recognizes the importance of community involvement, therefore it is
always looking for ways to lend a hand to the families that have been affected by childhood
cancer. Rally kids are featured on the organization’s social media outlets and are able to attend
Rally events, including Brian McCann’s celebrity softball game, Rally on the runway, Rally idol
and Braves games. Rally Foundation has an active Facebook page, Instagram, LinkedIn page and
a Twitter account. Through these social media venues, Rally advertises their upcoming
fundraising events and shares Rally kids’ stories to spread awareness. Rally also has a gift shop
through their website in which it sells memorabilia for the public to purchase.
Rally Foundation held the 46 Faces of Rally campaign to encourage affected families to
create a page about their child on the Rally website. All proceeds raised in a child’s honor will be
contributed to a Rally research project specific to their diagnosis. Families affected by childhood
cancer use the campaign to spread the word about their child’s personal experience. In order to
participate in the 46 Faces of Rally campaign a family will come up with a creative title, set a
fundraising goal for at least $500 and display a child’s story and photo. The family sends out the
fundraising page link to friends and family members to encourage them to donate.
Competition
The main competitors for Rally Foundation are different nonprofit organizations in
Atlanta that raise money for childhood cancer, like CURE Childhood Cancer. Also, Relay for
Life raises money for all types of cancer, but this takes away funds that could be donated
specifically towards childhood cancer research. Organizations at UGA that are competitors for
the student run UGA Rally club include Leukemia and Lymphoma society and UGA Miracle,
which donates money to children hospitals.
5
Target Audience
Although raising funds for Rally Foundation will mostly be aimed towards families in the
Atlanta area, the campaign should work to gain donors in the Athens area as well. Rally
Foundation must take a simple approach in reaching these audiences to continue to grow.
Primary Audience
Rally Foundation targets families affected by childhood cancer, whether it was their child
or someone they know. Families have the option to make their child a Rally kid in order to
become more involved within the organization. Also, keeping the attention and business of
current donors will hopefully increase their donations. Social media following is also the main
focus towards the primary audience. The more interactive the Instagram, Twitter and Facebook
page become, the more hype there will be about a survivor’s story. This will motivate more
people to keep the donations coming in order to have more success stories.
Secondary Audience
Rally is hoping to expand their audience selection by targeting more UGA college
students around campus. By focusing on a younger crowd, Rally will be able to increase profits
through promotional events focused around football season. Overall, spreading awareness to
college students that are not as educated about the underfunding of pediatric cancer is important
for growing the brand. Many college students do not realize that seven children die every day
because the children are not receiving the correct treatment for their bodies. Students in different
clubs on campus can spread the word about Rally to others in a personal way.
6
Research
Since the immediate purpose of the plan is to expand the audience and promotional activities,
certain measures must be taken and multiple methods of research must be employed.
Primary Research
Primary research will be directed at current and past donors to determine how they think
Rally Foundation could improve their image and publicity. A focus group study will be hosted
in order to gather information about thoughts on Rally Foundation’s promotions and the quality
of their brand. From this feedback, a brainstorming event will be organized to come up with new,
fun and creative ideas that will catch the students and Atlanta community member’s attention.
Primary research should be done to gather information from donors about their
satisfaction with Rally’s services and events. Surveys will be conducted via email directed to all
donors, e.g. nonprofits, Rally has sponsored and surveys of Rally families. The donor’s
satisfaction survey will include all of Rally’s way to thank those who donated from sending out
cards and emails. Gathering this information will give Rally a chance to better target their
audience and know how to raise more money.
There should be research done about competitor’s fundraising goals in order to determine
when the best time for promotional events and advertising should take place. With this
information, Rally will know how often to send out social media posts about children’s stories
and when it needs to hold the next big event. The Brian McCann softball game is always during
the off season in baseball because many Braves players attend. Similarly, Rally on the Runway is
during the off season in football since Falcons’ players escort the cancer patients. September
should be Rally’s main focus because it is childhood cancer awareness month.
7
Secondary research
Secondary research will be conducted in order to gain information on potential
competition to Rally Foundation. It will be done by looking at how different competitors are
promoting the kids the competitors sponsor and how they handle social media following. From
this information, we can get a better understanding of the competition’s techniques as well as
other creative ideas to recruit donors. In understanding how other organizations survive and
promote themselves, Rally Foundation will be able to stand on the same playing field as some of
its competitors.
To do so, researchers may look to case studies, websites and prior campaigns of certain
childhood cancer organizations. Rally will then be able to compare its procedures and methods to
other organizations that have had success in gaining a steady donor base. Through this research,
the methods that other organizations use to communicate and relay their message to the public
will become clearer, thus giving Rally a better opportunity to increase communication with its
target audience.
Finally, secondary research directed toward previous donors will be completed in order to
gain additional opinions on the Rally brand. This will be done in the format of a focus group. In
receiving feedback from previous Rally families and donors, the company will be able to keep its
original audience happy while also taking on a completely new donors.
From this research, new and innovative ideas will be created in order to better promote
UGA at Rally as well because the club goes hand and hand. Overall, UGA Rally needs a bigger
showing for percentage nights, meetings and local dinners held in Athens.
8
Goals
1. Increase awareness of the Rally Foundation brand around the Atlanta area and UGA
campus.
2. Increase fundraising profits.
Objectives
Impact Objectives
1. To send one news releases to The Atlanta Journal-Constitution and The Red & Black.
Output Objectives
1. To increase social media promotion by 20 percent by Dec. 1, 2015.
2. To increase traffic to Rally website and social media sites by 30 percent by Dec. 1,
2015.
3. To increase fundraising profits by 15 percent by Dec. 1, 2015.
9
Action Plan
Increasing awareness and generating more buzz to Rally Foundation will take months of
promotion and working with different social media experts in order to increase online presence.
This plan is not just looking to increase the awareness of the company, but also to increase the
fundraising profits of Rally.
For this plan to succeed, it is important to gather as much information from engaged
Rally families and be able to use this information to better target the new UGA audience.
Different committees will be organized to help with different aspects of the plan such as a social
media committee and a special events committee. Rally will hire two UGA interns to be part of
these committees and offer feedback from a student’s perspective.
The first strategy is to plan a Rally Foundation football campaign. Rally will organize
football tailgates on campus in order to promote the brand. Rally will provide food at these
events, which will be held before UGA football games. There will be a 4 Quarters 4 Research
tailgate, where people pass around buckets to empty their spare change. Rally kids will speak
and interact with UGA students about their survival stories. Rally will create a football events tab
on Rally’s website in order for students to sign up for activities with Rally kids beforehand.
The social media committee will focus heavily on promoting these events through
Facebook, Instagram and Twitter. There will be advertising product giveaways through these
venues. Using these strategies to generate a successful plan, Rally Foundation will receive more
brand recognition around campus and will encourage more students to spread awareness, donate
and join the UGA Rally club.
10
Tactics
A variety of tactics must be implemented to reach the target audience and achieve the stated
objectives.
1. Generate buzz and excitement to consistent donors.
Promote contests in social media where readers can have a chance to win half-off Rally
events they would like to attend.
Start a rewards program where each customer gets a special prize for the amount of
donations they continue to contribute. Rally kids will send out personalize thank you
cards.
2. Increase awareness of the Rally brand around the Atlanta area and UGA campus.
Advertise the Rally tailgate events through social media during the month of July and
August before the 2014 football season.
Make fliers and post them around campus and on social media sites advertising the brand
and all the tailgate events.
3. Increase fundraising profit.
Hold monthly UGA Rally meetings with guest speakers. Provide food and fun activities
at the meeting.
Become more interactive on social media sites to increase brand recognition.
Partner with similar organizations to expand Atlanta audience on social media sites.
4. Create brand loyalty with promotional materials.
Create interactive yet informational brochures to be placed in multiple locations around
the Atlanta and Athens community.
Include QR codes on brochures that connect straight to the Rally Facebook page.
11
Create posters to be placed around the Atlanta and Athens community.
5. Initiate communication channels with Atlanta media outlets.
Establish a good relationship with each of Atlanta’s major media outlets, including The
Atlanta Journal-Constitution and The Red & Black.
Write press releases to be sent to media outlets to ensure that they publish a piece about
the tailgates.
12
Evaluation
Impact Objectives
1. To send two news releases to The Atlanta Journal-Constitution and The Red & Black.
a. To measure this objective, records will be kept of when each news release is sent
to each media outlet.
Output Objectives
1. To increase social media promotion by 20 percent by Dec. 1, 2015.
Compare how many more events have been promoted through social media
before the campaign and after the campaign.
On the donation page, ask donors if they heard of the promotion through
Rally’s social media sites.
2. To increase traffic to Rally website and social media sites by 30 percent by Dec.1,
2015.
Measure the differences in likes and adds from the beginning of the campaign
to after the campaign.
Measure how many times visitors click on Rally’s social media pages and
main website from before the campaign to after.
3. To increase fundraising profits by 15 percent by Dec. 1, 2015.
Compare the research data collected of fundraising sales before the campaign
and after the campaign to see if they increased by at least 15 percent.
13
This will be done by monitoring the amount of donations coming into the
organization. Also, measure how successful the rewards program is by
keeping track of how many donors have signed up for it.
14
Budget
Research:
1. Secondary and primary research.……………………………………………………..……$0.00
TOTAL.……………………………….…..……………………………………...………..$0.00
Tactics:
1. Generate buzz and excitement
a. Prizes for social media contests.………….………………………………......…$550.00
b. Rewards program………………………………………...……………………$550.00
2. Increase awareness of the Rally brand
a. Updates and interaction………………………………………………………….…$0.00
b. Fliers for tailgates
b 2,000 at $.05 ea.…………………………………………………….........$100.00
c. Food for tailgates………………………………………………………………$700.00
d. Event page on Facebook.………….……………………………………………….$0.00
3. Increase fundraising profit
a. Updates on website and social media outlets………………………………………$0.00
b. Food for meetings……………………………...……………………….……….$250.00
15
4. Promotional materials
a. Brochures
a. 2,000 at $0.13 ea..………………………………….…….……………...$260.00
b. Posters
b. 200 at $1.50 ea..……..….……………………………….……………...$300.00
5. Contact media outlets
a. Providing press releases…………………………………..………………………..$0.00
TOTAL.………………………………………………..……………………………...……$2,710
16
Timeline
Research Element Date of Execution
1. Primary Research Survey will be sent to target audience via
email on Jan. 15, 2015.
Focus group date will be set by Jan. 20,
2015.
Invitation to attend focus group will be sent
via email by Jan. 25, 2015.
2. Secondary Research Researching other competitors will begin
immediately and continue throughout the
entirety of the campaign.
Focus group date will be set by Jan. 20,
2015.
Invitation to attend focus group will be sent
via email by Jan. 25, 2015.
Tactic Element Date of Execution
3. Generate buzz and excitement Updates about the rewards program will be
sent out starting Jan. 30, 2015.
Prize promotion will began Feb. 1, 2015.
4. Increase awareness of the Rally brand Online promotion should be updated as
necessary. Promotions will vary based on
season and class schedules.
Design fliers for tailgates by July 1, 2015.
Distribute fliers by July 30, 2015.
Hold tailgates throughout August 2015.
5. Increase fundraising profit Email invites for meetings every month.
Continue using social media outlets
throughout the campaign to build
relationships with donors.
6. Promotional materials Design brochures and posters by Jan. 15,
2015.
Have brochures and posters printed by Feb.
1, 2015.
Begin putting up posters and distributing
brochures around the Atlanta and Athens
area as soon as they are printed.
7. Contact media outlets Contact will begin immediately and
continue throughout the entire campaign.
17
Press Release
FOR IMMEDIATE RELEASE
Becca Kanaverskis
Rally Foundation at UGA President
404-451-2421
Rally Foundation at UGA hosts pancake dinner
ATHENS, Ga. – Rally Foundation at the University of Georgia is an organization that raises
money for childhood cancer research. The club will hold their annual pancake dinner at the
fraternity house, Theta Chi, on Friday Sep. 5, 2014 to start off childhood cancer awareness
month.
The pancake dinner starts at 7:00 p.m. and tickets are $5 for all you can eat pancakes. There will
be merchandise for sale and donations are appreciated. The entertainment is Sam Burchfield on
the guitar.
21-year-old Becca Kanaverskis founded UGA Rally three years ago and is continuing to gain
club members and plan local events. In the past the pancake dinners have been held at Sigma
Kappa and Sigma Pi’s houses on Milledge Avenue. Both years, Rally raised $500 for childhood
cancer research.
“UGA Rally raises money for a disease that destroys children’s lives and we need to stop the
harsh treatments by contributing the funds for research,” said vice president Max Green. For
more information about Rally Foundation at UGA, or to register online for pancake dinner
tickets, visit www.rallyuga.tumblr.com.
###
*Submitted to The Red & Black and The Atlanta Journal-Constitution
18
Fact Sheet
Dec. 8, 2014
Company: Rally Foundation
Address: 5775 Glenridge Dr NE #370
Sandy Springs, GA 30328
Main Telephone: 404-847-1270
Who We Are: Rally, a 501(c)(3) nonprofit organization, empowers volunteers across the
country to raise awareness and funds for childhood cancer research to find better treatments with
fewer long-term side effects and, ultimately, cures. 501(c)(3) means Rally is a nonprofit that is
exempt from some federal income taxes.
Background: In its first eight years, Rally awarded more than 5.25 million in childhood cancer
research grants across the country. Rally received the Independent Charities Sal of Excellence
and GuideStar Valued Partner seal, and according to audited financials, 94 cents out of every
dollar raised supports Rally’s mission.
What's New: Rally Foundation held the 46 Faces of Rally campaign to encourage affected
families to create a page about their child on the Rally website. All proceeds raised in a child’s
honor will be contributed to a Rally research project specific to their diagnosis. Families affected
by childhood cancer use the campaign to spread the word about their child’s personal experience.
Target Client: Rally Foundation targets families affected by childhood cancer, whether it was
their child or someone they know. Rally is hoping to expand their audience selection by targeting
more UGA college students around campus.
Company CEO: Dean Crowe
For More Info: Visit www.rallyfoundation.org
Media Contact: Becca Kanaverskis, PR Specialist
404-451-2421
19
Feature Pitch Letter
Dec. 8, 2014
Alec Shirkey, Editor
The Red & Black
540 Baxter St.
Athens, GA 30605
Dear Mr. Shirkey,
I want to offer you a story idea about a local 501(c)(3) nonprofit student organization that was
founded by Becca Kanaverskis, a UGA student, in efforts to raise money for childhood cancer
research. The club began in 2011 and is a branch from the organization Rally Foundation,
located in Atlanta. UGA Rally is an amazing club that I believe many of your readers will enjoy
learning about. A story following UGA Rally’s executive members managing the day-to-day
functions of a student organization allows the eyes of Athens to see the impact of supporting
local clubs.
The profile could focus on the effort it takes to recruit new members, while reaching out to the
community. Kanaverskis and all executive members are available for interviews or comments.
I can provide you with pictures relating to UGA Rally and any access you may need at events
sponsored by the club. A feature article about UGA Rally can provide your readers with
information about an opportunity for involvement in the Athens area. Additionally, UGA Rally
has been developed by and is run by individuals that clearly resemble your target audience.
Many of your readers are UGA students who enjoy being involved on campus, which is exactly
what UGA Rally provides. Nonetheless, I am sure that the story will resonate to the majority of
your readers. Overall, UGA Rally has been growing incredibly UGA Rally has been featured in
many Athens publications. The organization is currently in the process of planning percentage
nights, canning downtown and helping kids in the Athens area that are affected by childhood
cancer.
I believe that it would really benefit your audience in providing them with information about this
club. I can have a full feature article ready to submit to you by Oct. 20, 2015. I will follow up
with you within the next week to answer any questions or concerns you may have about the
feature story. Thank you for your time.
Sincerely,
Becca Kanaverskis, PR Specialist
Rally Foundation
5775 Glenridge Dr NE #370
Sandy Springs, GA 30328
404-451-2421
20
Feature Release
CONTACT: Becca Kanaverskis, PR Specialist
Rally Foundation
404-451-2421
For Immediate Release
UGA Rally hosts pancake dinner
ATHENS, Ga. – Five-year-old Jake Russell was diagnosed with an extremely rare bone
cancer, Ewing’s Sarcoma, in 2012. Ewing's Sarcoma is only diagnosed around 200 times per
year in the United States. His tumor was localized in his left tibia before it was removed in
surgery. Russell’s surgery and chemo went well and he has been cancer free for a year now. His
constant fight and positive attitude showed that a five-year-old can be a role model.
Russell is just one of the thousands of children suffering from cancer. Every day 46 children are
diagnosed with cancer and seven children lose their life to the disease. Cancer is the leading
cause of death by disease in children and adolescents in the United States. Rally at the
University of Georgia is a nonprofit student-run club that raises money to find better treatments
with fewer long-term side effects and ultimately, a cure for childhood cancer.
Since Russell was only two when diagnosed, he currently suffers from long-term side effects. He
cannot use his left leg properly to walk and will suffer from growth problems in the future.
Children need different treatments than adults because their bodies are regularly growing and
changing. Childhood cancer research is severely underfunded each year and better treatments are
needed so kids can avoid the harsh side effects from treatments not designed for them.
-more-
21
Rally pancake dinner
Page 2
UGA Rally began in 2011 and is a branch from the organization Rally Foundation, located in
Atlanta. 21-year-old Becca Kanaverskis founded UGA Rally and is continuing to gain club
members and plan local events. Furthermore, Rally chapters are continuing to spread to other
college campuses from the positive progress at UGA.
Kanaverskis is passionate about raising money towards childhood cancer research to help kids
like Russell. UGA Rally’s motive is to spread awareness and collect donations at fundraising
events. Therefore, the club needs your help to bring a crowd to UGA Rally’s second pancake
dinner at the fraternity house, Theta Chi, on Friday Sep. 5, 2014 to start off childhood cancer
awareness month.
So, you ask, what is in it for me?
Well, a night of eating unlimited pancakes and your money going towards a great cause will
leave you feeling good about yourself in multiple ways. You will have the opportunity to sponsor
a Rally kid with a story similar to Russell’s. The Rally kid you sponsor will keep in touch with
you via letters and a donation is expected monthly to help with the families’ hospital bills. Vice
president of UGA Rally, Max Green sponsored Russell at the pancake dinner last year and
helped save a life with the continuous donations and motivation to spread awareness about this
disease.
-more-
22
Rally pancake dinner
Page 3
UGA Rally raised $500 for childhood cancer research at the pancake dinner last year. These
funds go towards treatments and research to ultimately provide a cure. Russell is thankful for
UGA Rally’s fundraising dinners because he is now a cancer survivor. The goal for the third
annual pancake dinner is $1000. Please come out to make a difference for children like Russell.
“Together we can bring the awareness, resources and research needed to help children and their
families.” said Dean Crowe, founder and CEO of Rally.
For more information about UGA Rally, or to register online for pancake dinner tickets, visit
www.rallyuga.tumblr.com.
###
*Submitted to The Red & Black and The Atlanta Journal-Constitution
23
PSA
Contact: Becca Kanaverskis
Rally Foundation
5775 Glenridge Dr NE #370 Sandy Springs, GA 30328
404-451-2421
Start Date: May 1, 2015
Kill Date: July 1, 2015
Rally Football Tailgate Opens in Fall 2015
PUBLIC SERVICE ANNOUNCEMENT
:30
UGA RALLY’S NONPROFIT STUDENT ORGANIZATION IS EXCITED TO
ANNOUNCE THE OPENING OF OUR FOOTBALL TAILGATE THIS FALL! THE
TAILGATE WILL DONATE ALL PROCEEDS TO THE RALLY FOUNDATION IN
ATLANTA. WITH THE CREATION OF THE UGA FOOTBALL TAILGATE, EVERYONE
CAN MAKE A DIFFERENCE FOR CHILDHOOD CANCER RESEARCH WHILE
INTERACTING WITH RALLY KIDS AND FAMILIES! VISIT W W W DOT UGA RALLY
DOT ORG FOR MORE INFORMATION.
24
Speech
Rally thanks donors at UGA football tailgate
Transcript of Rally Foundation CEO Dean Crowe’s speech at the Rally fundraising tailgate in
Athens on Sep. 12, 2015 addressed to UGA students and Rally families
Good afternoon. I see quite a few familiar faces out there, but to those of you who do not know
me, my name is Dean Crowe, and I am the CEO of Rally Foundation, an organization that
empowers volunteers across the country to raise awareness and funds for childhood cancer
research. I am so honored to be here today to discuss how important your donations mean to
Rally and the families affected by this disease, but first I would like to give you all some
background on our nonprofit organization.
Rally’s goal is to find better treatments with fewer long-term side effects and ultimately, cures.
In its first eight years, Rally awarded more than 5.25 million in childhood cancer research grants
across the country. Rally received the Independent Charities Sal of Excellence and GuideStar
Valued Partner seal. Also, according to audited financials, 94 cents out of every dollar raised
support Rally’s mission. Rally currently funds research for brain tumors, solid tumors, blood
cancers and survivorship studies with 75 research projects in hospitals across the country.
25
Rally Foundation recognizes the importance of community involvement, therefore it is always
looking for ways to lend a hand to the families that have been affected by childhood cancer. One
part of our mission is to provide ways for grassroots supporters to get involved. Once our Rally
families are prayed for, have meals on the table and have their bills paid, we tell them to send us
the friends that keep asking, “What can do I do to help?” We have ways for them to help!
We want to increase awareness of our brand and fundraising profits around the Atlanta area and
University of Georgia campus. The more donors and members we gain in UGA Rally, the closer
we will be to finding a cure. We know that the Rally Foundation continues to evolve and impact
children suffering from cancer with the help of our executive team, community partners,
volunteers, donors and supporters.
Now, we need your help to donate and make a difference! There are so many opportunities for
involvement, and we post these opportunities on our website www.rallyfoundation.org and on
our Facebook page. If you do not have the money to donate at this time, we are always looking
for volunteers to help with our events we coordinate. For example, at the Brian McCann softball
game the volunteers help work the auction table, escort families to their seats and sell
merchandise. In the past volunteers have handed out water at our half marathon and made posters
for our fundraising football games.
Matt Poe, a loyal donor to the Rally Foundation once said, “It takes more heart and courage to
fight cancer than winning a football game or acing a Latin quiz. That is nothing compared to
what people go through when fighting cancer.”
26
Thank you all so much for taking the time to attend this tailgate today. We’re glad to see you all
here today and feel free to enjoy our food, beverages, and activities at the tailgate. It is especially
great that UGA students came out because the new club is growing faster than ever and we want
to celebrate their success! Hopefully this tailgate demonstrates what we have to offer to UGA
students.
I hope you all don’t forget that first comes awareness, then comes the funding for research and
last, a cure to end childhood cancer. Therefore, tell all of your friends and family about the Rally
Foundation and come out to our future events. You guys are the reason Rally Foundation is so
successful and we are so grateful for that. Last, we would like to thank the event planning
committee for helping us set up this event and making a huge statement in Athens.
27
References
Crowe, D. (2012) Interview by People Against Childhood Cancer. Retrieved from
http://curechildhoodcancer.ning.com/forum/topics/dean-crowe-rally-for-childhood-
cancer-research
Poe, Matt. (2012) Matt Poe Speech for the Rally Foundation. Retrieved from
https://www.youtube.com/watch?v=VMDeqw3xTqI
Rally Foundation (n.d.) Retrieved from http://rallyfoundation.org/
28
Event Memo
Dec. 8, 2014
Dean Crowe, Editor
The Rally Foundation
5775 Glenridge Dr NE #370
Sandy Springs, GA 30328
Dear Mrs. Crowe,
In order to increase publicity about Rally Foundation’s brand and website I propose that Rally
Foundation holds a tailgate to be held on Sep. 12, 2015 before the homecoming game on the
University of Georgia’s Myers Quad. This fundraising tailgate will increase profits towards
childhood cancer research.
Logistics:
Rally Foundation will need to rent a tailgate space for one day, along with special event
insurance, a tent, a photographer, chairs, tables and activities supplies. Additionally, the
organization will need to purchase balloons, buckets, banners, food, drinks and giveaways. Each
attendee will receive a Rally goody bag, comprised of freebies and a Rally kid story.
The event planning committee will consists of the Rally Foundation corporate team, including
CEO Dean Crowe, Franchise Operations Director Christen McCormin, Social Media Manager
Brina Beech and National Advertising Manager Shonica Crocker. Also, the UGA Rally President
Becca Kanaverskis and her executive board will work alongside the event planning committee.
The team will meet frequently for the next few months leading up to the event. Each member of
the corporate team will have a specific responsibility in planning the event. These responsibilities
will be discussed at the first event planning committee meeting.
Promotion:
The event will be promoted via the company’s website, social media outlets such as Facebook,
Twitter, YouTube and Instagram. The social media manager will begin posting on all social
media outlets daily in order to increase publicity about the event. There will also be a link to
purchase tickets posted on all social media outlets and on the organization’s website. Individuals
will be able to purchase tickets and learn more about the event at UGA Rally club meetings. The
Rally kids will have their stories posted to YouTube up until the event to advertise where the
donated money will be going to. There will be a contest for one lucky individual to win tickets to
the tailgate along with a signed autograph football by Mark Richt. This contest will be released
via Rallys’ Facebook page.
Press releases will be sent to Athens newspapers, such as The Red & Black and Athens Banner
Herald. Banners will be developed and hung at the event. Posters will be made and posted in
Tate student center. Food catered from Barberitos will be offered at the tailgate along with soda.
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Calendar
May 10, 2015
• Meet with corporate team to brainstorm for event
o Decide and confirm date of event
o Decide and confirm location of tailgate
o Discuss tailgate design plans
o Discuss and finalize budget
o Design and purchase tickets; deliver tickets to Tate classrooms
o Develop “Order Ticket” page on www.rallyfoundaiton.org
o Place tailgate rental
o Call catering service, Barberitos
o Purchase event insurance
o Contact Rally kids and families
July 10, 2015
• Confirm table, tent and chair rental delivery date
• Confirm Rally kids and families attendance
• Confirm tailgate rental
• Finalize tailgate design plans
• Contact Dean about speech
• Confirm UGA Rally staff members will be there to help set up and tear down
• Create Facebook event and begin updating social media outlets
• Begin selling tickets at Tate and “Order Ticket” page live on www.rallyfoundation.org
• Determine what decorations and other items need to be purchased for venue design plan
• Purchase and pick up banners and buckets
• Purchase and confirm delivery date and time of balloons
• Contact athletic director for the signed football
• Send out emails and mail cards to donors and UGA students inviting them to the event
September 1, 2015
• Have general idea of how many people will be attending event based on ticket sales.
• Plan chair and table arrangement
• Confirm all deliveries of fundraising buckets, food and drinks
• Send email of set up and tear down times to event planning committee
• Finalize day of event itinerary
• Update social media accounts daily
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September 14, 2015
• Confirm speaker, Rally kids, balloon delivery, table delivery and chair delivery for the
last time before day of event
In close, I propose that UGA Rally hosts a football tailgate in order to spread the word about
childhood cancer research more specifically raise funds for childhood cancer research. The
overall goal is that all attendees will become inspired by the Rally kids’ stories, thus resulting in
donations to Rally Foundation.
I will await a response by Dec. 20, 2014 and upon approval will begin developing a budget for
consideration.
Sincerely,
Becca Kanaverskis, PR Specialist
Rally Foundation
5775 Glenridge Dr NE #370
Sandy Springs, GA 30328
404-451-2421
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Website Memo
Dec. 8, 2014
Dean Crowe, Editor
The Rally Foundation
5775 Glenridge Dr NE #370
Sandy Springs, GA 30328
Dear Mrs. Crowe,
There are a few critiques on Rally Foundation’s website that need to be fixed. While the website
is useful and provides the appropriate information for the target audience, there is still some
room for improvement. Therefore, on a scale of one to five, with one being poor and five being
excellent, Rally’s website was rated as a four overall.
Rally’s website offers easy navigation, as everything is organized and clearly labeled. An
essential element for a successful website is limiting each page to a single concept, and it is
evident that the website does this. Additionally, each page provides the context that readers need.
For this reason, Rally’s website was rated a five for ease of navigation.
Content on the website is complete and appropriate, as it offers the reader everything that he or
she may need when visiting the site. This includes contact information, donor information,
campaigns, details about the history of Rally Foundation and more. Because of this, Rally’s
website was rated a five for appropriateness and completeness of content.
It seems that the website struggles with ensuring that all information presented on it is kept
current. This includes general information about videos and pictures in the news. For example, it
currently has a video posted on the “In the News” tab that was from the event Rally Idol in 2012.
Rally Idol occurred the last two years and there should be content about the most previous dates
as well. Information that is not up-to-date can decrease the loyal donor base. It is strongly
recommend that the online team works towards continuously updating the website on a daily
basis. This will ensure that visitors to the site are presented the correct and most updated
information about the organization.
On the other hand, graphics and pictures on the site are remarkable. The lively and bright color
schemes of the graphics are exciting, which is very appealing to the viewer. Website graphics are
meant to entertain, excite and engage audiences, and the website undoubtedly does this. Pictures
of the Rally kids are lively and hopeful as well. The video on the home page is thoroughly
enjoyable to the audience. The video automatically plays quickly and shows viewers a more
personal side of the Rally kids. This is a very creative way to present Rally’s concept to visitors.
In current times, other organizations have truly stepped up the graphic design of their websites
and donors have come to expect a certain level of quality and effort. Nonetheless, the website is
doing what is necessary to ensure that Rally stays competitive in the fundraising world.
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All links on the website direct the viewer to the correct place. This is essential and ensures that
readers do not become discouraged and thus leave the website before finding the appropriate
information that they were looking for. Additionally, the website does not overuse hyperlinks
throughout text and makes sure that when hyperlinks are used, they are relevant and applicable.
Another element that a successful website must provide readers is feedback options, and Rally’s
website effectively provides this to the audience. With an easily accessible “Contact Us” section
at the bottom of the page, users are able to email or call about any feedback that they feel
necessary. It is great that the website offers an option for readers to specifically provide feedback
regarding the organization.
Readability on Rally’s website is outstanding. There is personality in the writing and copy,
making it easy for people to invest their time reading it. Copy is written in a manner that attracts
Rally’s target audience: families affected by childhood cancer and potential donors. All copy is
cohesive, revealing the same writing style and similar overall ideas. Thus, Rally’s website was
rated a five for overall readability.
In close, while there are some aspects about Rally’s website that can be improved upon, it is
definitely a very good base for the organization. These suggestions will ultimately provide all the
necessary elements for a successful website.
Sincerely,
Becca Kanaverskis, PR Specialist
Rally Foundation
5775 Glenridge Dr NE #370
Sandy Springs, GA 30328
404-451-2421