Wishing Well Community Outreach Plans Book

greenrootscommunications

May 2nd, 2012

Ryan GrovesChief Executive OfficerWishing Well: Water for the World2501 East Memorial RoadOklahoma City, OK 73013

Dear Mr. Groves:

Greenroots Communications is a public relations firm comprised of five senior students at the University of Central Oklahoma. We are pleased to present this campus involvement and awareness campaign for Wishing Well.

We created a new image to target opinion leaders among college students to increase campus involvement and raise awareness about Wishing Well and the water crisis.

Greenroots Communications understands the gravity of the water crisis and appreciates Wishing Well’s efforts to educate young adults on the importance of the water crisis going on in the world today. Thank you for the opportunity to work with Wishing Well and its staff to help make a change in the world.

Sincerely,

Jordan Scott Kristen Cordis Tessa BurrisAccount Executive Research Director Production Director

Rachel Prince Britney MorrisCreative Director Editor


greenrootscommunication

The TeamJordan ScottAccount Executive

Britney MorrisEditor

Rachel Prince Creative Director

Kristen Cordis Research Director

Tessa BurrisProduction Director

Table of ContentSituation Analysis

ResearchObjectivesStrategy

MessagingTactics and TimingBudget

EvaluationAppendix A

Appendix B

. . . . . . . . . . . . . . . . . . . . . . . . 2. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

17

14126

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

36

3028

25

20. . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Situation Analysis


The Company:

Wishing Well: Water for the World is a registered non-profit based in the Oklahoma City metropolitan area. They are based on the concept that giving $1 a day would provide clean drinking water to those in need in the developing world for an entire year. Founded in 2006, Wishing Well began as a small student organization focused on using the power of creativity and community to combat the water crisis. Since the start of Wishing Well, President and CEO Ryan Groves has aimed to inspire local communities to unlock their creative potential to change the world. Wishing Well wants to explore the power of humanity’s only limitless resource—the power of ideas. One key distinction between Wishing Well and other water-related nonprofits is the former’s emphasis on working with college students.

The Crisis:

Currently, there are 1 billion people across the world living without access to clean water. Eighty percent of diseases in the world are caused by waterborne illnesses.

The Target Audience:

Greenroots’ targeted audience for this campaign will be among current college students and their opinion leaders at universities located in and around Wishing Well’s headquarters of Oklahoma City. Current college students come from a wide range of demographics and psychographics—making their lifestyle habits unique. They are always on the move. They are always looking to improve their lives and the lives of others around them. As the reach of social media continues to expand, this generation continues growing right alongside it. The impact of social media has made the world a smaller place. Research also confirmed that word-of-mouth is one of the most prevelant channels of communication for the target market- they trust their friends and want to be in the know. Greenroots Communications believes that these are critical components in reaching our target audience with information about the water crisis—and more specifically, about Wishing Well.

Based on research, Greenroots Communications has uncovered several areas where Wishing Well can make lasting improvements and overcome barriers that they have faced in the past years. The barriers include: a general lack of awareness about Wishing Well and the water crisis itself and inconsistent campus involvement and sustainability.

Situation Analysis

3

SWOT:

Strengths: •Philanthropiccausethatappealstopeople’shearts •Knowledgeablestaff •Conceptof $1iseasilyunderstoodandachievableamongtargetaudiences

•Grassrootsfollowing.Greenrootsincludedthegrassrootsfollowingintothestrengths because it is a unique component that has kept Wishing Well going strong from the beginning, and deserves recognition according to Groves.

Weaknesses: •Limitedreachcapabilitiesintermsof collegecommunitiesandpartnership opportunities •Lackof internalstructureinregardstostaff andemployeecontributions

•Inconsistenciesamongbusinesspartnersandvolunteersinthattheydon’talways follow through •Lackof centralizedsupportforstudentcommunities •Fragmentedwebpresence

Opportunities: •Expandwebpresence(socialmedia,website,blogging) •Expandawarenessof thewatercrisisandWishingWell •InfrastructuregrowthforWishingWellsotheycanhavemoresupportstaff •Potentialforstudentcommunitiesgrowth

Threats:

•Non-profitcompetitormarket.Examplesof competitorsincludeCharityWater,whois better-funded,andWaterisLifethatisbetterknownintheOklahomaCitymarket •Lackof knowledgeandawarenessof thewatercrisis. •Indifferencetothecauseamongtargetedaudiences

•Thecurrenteconomicausterity

4

Wishing Well’s mission statement is to empower communities to use their creative gifts to transform the lives of those in the developing world by bringing healing to those in need of clean drinking water.

Greenroots’ campaign will reinforce Wishing Well’s presence in the non-profit sector, increase campus involvement, and drive home the importance of the water crisis as a whole as it relates to current college students in the surrounding states of Oklahoma.

5

Research


7

ResearchPrimary:

Greenroots Communications created and distributed a survey that sought the following information about our target market: •Whattypeeventsaretheymostlikelytoattend? •Howdotheyfindoutabouttheseevents? •If attendingtheseeventshelpsthemfeelmoreinvolvedwiththeorganizationand campuslife?

Based on 86 completed survey’s by our target market Greenroots found the following insights:

•52.9%of thosesurveyedfoundoutabouteventsoncampusthroughsocialmedia. Wordof mouthcameinsecondasthepreferredmethodwithtotalof 27.1%. •35.3%of thosesurveyedaremostlikelytoattendsportingeventsputonbystudent organizations such as flag football, basketball or softball. Events centered around nonprofitsor“causes”cameinsecondwith25.9%. •Whenaskedwhattimetheyaremostlikelytoattendaneventanoverwhelming 55.3%saidnight(7:00p.m.–10:00p.m.)and25.9%saidevening(4:00p.m.–6:00 p.m.)wouldbethemostconvenient. •94.1%of thosesurveyedwouldratherattendaneventoncampus. •75%of thosesurveyedbelievedthatattendingstudentorganizationseventsmade them feel actively involved in their campus community.

When asked if being involved in student organizations made them feel more connected to the university Greenroots got the following insights:

“Yes,aslongastheeventsprovidemeaningandpurpose.Itisimportantthatthe events allow for an individual to feel like they are giving back to a cause or that they are meeting new people that can either be networking connections or future friends!”

“AlthoughithasbeenalongtimesinceIhaveattendedaneventoncampus,Ienjoy them.TheyusuallymakemefeellikeIamdoingsomethingforthecommunity.”

“Yes, you have the ability to meet new people and interact with people of the same interest.Mostpeoplewhoenjoyastudentactivity/organizationwilltendtogoback and become increasingly involved.”

“No.Mostof thetime,IattendstudentorganizationsbecauseIamrequiredtobya teacher.Livingoff campus,Idonotfeelinvolvedwiththecampus,andviewcollege strictly as going to class to learn and then get my degree.”

InadditiontothesurveyGreenrootsconductedafocusgroupwithmembersof ourtargetmarket. We set the following goals for the focus group: •Gaugewhattypesof eventsstudentsenjoy.

•Whatstudentorganizationstructurewouldworkbestforstudents?

•Howtobestcommunicateandconnectwithcollegestudents.

•Gaugetheirthoughtsonthisgenerationandissuesfacingit.

Theresultsonlyfurtheredoursuspicionthatcollegestudentsenjoybeingactiveoncampusbut face barriers such as an overloaded schedule and being unaware of the opportunities available. The participants stated they were more likely to attend events because they had a friend going or a friend was directly involved in putting the event on. Otherwise, they did not know when activities were happening and they do not often seek out the information.

“It’salwaysuptoustofindoutwhateventsorgroupsareoncampus.If theymadeit easierforustofindoutwhat’sgoingon,thatwouldhelp.”–FocusGroupParticipant.

Itwasclearthattheparticipantsenjoyedtheactivitiesthatallowedthemtointeractandmeet new people during the event. Examples were given such as concerts, recreational eventssuchas“WakeupWantland”(UCO’swelcomeweekevent)andcomedynights.

When asked about volunteering the participants had a very positive response. More than half of the participants were actively volunteering or had volunteered recently in the community.

“Idon’twanttobeapartof somethingthat’smoreaboutgradesorwhatever.Iwant todomorenonprofitandfunstuff [oncampus].”–FocusGroupParticipant.

Greenroots noted that the participants collectively thought that being active in student organizations to build a resume was common; but when asked later regarding volunteer projectsonresume’stheythoughtitwouldbeselfishof anindividualtohavethosemotives.

“People don’t necessarily understand what giving back is. They talk about the good feelingsthatyouget.”–FocusGroupParticipant.

Participants expressed concern over trust and accountability of nonprofits. They believed if they spent enough time with the members of a non-profit they would feel more comfortable giving their time and monetary donations. When asked what would help grow trust the participants suggested a monetary tracking device. The group added that this is would be even more necessary for non-profits that helped those outside of their community or even country.

“Beingabletotrackyourdollarwouldbethecoolestthingever.”–FocusGroup Participant.

8

9

When asked to elaborate what else would cause them not to volunteer participants stated thattimecommitmentisoneof thebiggestbarriers.Projectsthatweremostappealingtothem were ones that they could do in a day and see the results immediately.

“I’mnotreallyapatienceperson.Iwanttoseetheresultsinfrontof me.”-Focus Group Participant.

Participants wanted to volunteer with those that needed their help the most at that very moment. When asked what they believed to be the biggest barrier facing this generation the groupcollectivelyagreedwiththefirstresponsegiven–informationoverload.Theythoughtthat the constant flow of information only aids in the feeling of being overwhelmed even if you are not currently involved in many activities.

Greenroots Communications conducted interviews with Wishing Well’s Executive Director Ryan Groves and with Univeristy of Central Oklahoma’s Director of Student Organizations NathanFoster.ThroughtheseinterviewsGreenrootsCommunicationswasablefurthergageour clients needs and better understand barriers facing new student organizations. The interview with Groves covered a variety of information such as current Wishing Well campus support, merchandising campus communities and initiating new campus communities. Based on this interview Greenroots Communications decided on the following tactics to improve campus community relations:

•Semesternewsletterstokeepthecampusesengagedandinformed.

•Campuscommunitykitstoequipnewstudentgroups.

•Providepreplannedeventsandotherresourcesforthecommunities.

The interview with Foster provided Greenroots with the insight that Wishing Well was not the only organization facing retention rate problems. Foster sited the biggest obstacle for organizations as member apathy and participation. “Iliketoencourageeachof ourorganizationstocontinuetryingnewmethodsof getting their members engaged and to communicate those methods that they find to other organizations.”

Foster explained that UCO has a fairly unique process for new student organizations. The student association has to approve each new organization. This process has recently been added to the new online site that allows for anyone to create a organization and then begin the process of becoming approved. Foster recommends anyone interested in beginning an organization to first contact the student organization officer

Secondary:

Greenroots Communications utilized numerous scholarly articles to aid in our understanding of the relationships with non-profits and universities and how these partnerships can face challenges but provide benefits for both parties. AnarticlewrittenbyCrystalS.Aschenbrener(Aschenbrener,C.S.(2010).CanEstablishingPartnershipsbetweenCollegeCampuses&Non-pofitOrganizationsBeMutuallyBeneficial?SouthDakota:ContemporaryRuralSocialWork)elaboratedonthepositverelationshipbetweennon-profitsanduniversities.AshenbrenersitedtheBureauof LaborStatisticsof theU.S.Departmentof Laborstatingthat“About61.8millionpeople,or26.4percentof the population, volunteered through or for an organization at least once between September 2007andSeptember2008”(UnitedStatesDepartmentof Labor,2008,p.1).Shewenton to explain the importance of “renewable resources.” This concept generated from non-profits common fault in not utilizing the volunteer’s time correctly or their inability to properlycommunicatewiththeirvolunteers.Itisvitalthatnon-profitsareabletoproperlycommunicate the expected commitment to their volunteers so that they are able to reduce their turnover rate. The article also suggested the partnership of non-profits with university class work. These relationships can be beneficial as long as the non-profit considers the following:

•Abletoprovidealistof shorttermandlongtermneedstobemet.

•Considertheamountof studentsinvolvedintheproject.

•Thepossiblenegativeassociationsastudentmayhavewitha“mandatory”project.

The article spoke to the specific benefits a student may find in partnering with a non-profit. Due to the lack of funding and amount of staff at non-profits many students may find professional experiences and promote professional values to those students who may soon beginningtheircareers.Inaddition,non-profitsprovideexcellentnetworkingopportunitiesthrough fellow volunteers as well as those who sit on the board of directors.

Aschenbrener continued to expand on the non-profits opportunity to work with the upcoming generation to instill within them their values and the understanding of the benefits of volunteering. These connections can lead to interns who may provide the needed support to assist in keeping the non-profit active and on track to meeting their goals.

Other resources utilized were Student Guide to Starting a College Club or Organization produced by universities outside of the University of Central Oklahoma. These provided Greenroots with insights into the processes and possible barriers facing new organizations. TheguidesutilizedwereproducedbyAultmanCollege((Fehlman,B.(2010).StudentGuidetoStartingaCollegeCluborOrganization.AultmanCollegeStudentLife)andTheWestministerCampus(Reeves,A.(2007).HandbookforStartingaStudentClub.WestminsterCampus).

10

This infomration led us to design our community start up kits to insure that the needed information would be provided. The guide provides the information on the following topics:

•Benefitstostudentsactiveoncampus

•Achecklistonbecominganeworganization

•Suggestionsonhowtorecruitfornewmembers •AssistancewithPRandAdvertisingforstudentorganizations

•Stepstoplanningasuccessfulevent

•Rulesandregulationsregardingfundraising

•FrequentlyAskedQuestions

All of these insights, both primary and secondary led Greenroots to form a public relations campaign to further Wishing Wells presence through campus communities.

11

Objectives


Objective 1: To increase the number of campus communities in Oklahoma and the surrounding states from four to eight by August 2013.

Objectives

Objective 2: To increase awareness of the water crisis among current college students by 20 percent by August 2013, versus levels at the start of the campaign.

13

Strategy


Overall strategy:

Greenroots overall strategy is to target opinion leaders among college students to increase campus involvement and raise awareness about Wishing Well and the water crisis.

First, it is important to reiterate that current college students are Greenroots targeted audience. Their unique lifestyles make their media consumption habits consistently inconsistent. They receive news and awareness from both non-traditional and traditional media outlets. The students also rely heavily on social media, and word-of-mouth from various opinion leaders and community influencers. Knowing this, Greenroots wants to use three overarching themes to drive the message home with the intended audiences.

Social Media:

Greenroots recognizes the impact social media has on the targeted audiences and to respond, Greenroots suggests Wishing Well look into a service that allows a user to access, monitor, and post to all or select social media outlets, all from one convenient site, rather than having to access each one individually.

OnespecificservicethatGreenrootsrecommendsusingisHootSuite,afreeorpaidservicethat allows you to connect each one of your social media accounts for easy access all at once. Choosing the free service allows you to connect up to 5 social media profiles and 2 RSSfeeds.Thepaidversion,whichis$5.99permonth,wouldallowforunlimitedsocialmedia profiles, as well as analytic information from each of the social media outlets and an archiveof alltweetsfromTwitter.Italsoallowsforoneadditional“teammember”tohelpmanage these accounts.

With this service, Wishing Well will be able to keep each one of the social media outlets updated with up to date information without the hassle of having to log in to each site individually. This not only save time, but it will also make sure that you’re reaching every possible bit of your target market in the case that you might post on one outlet, but not the other.Inaddition,HooteSuiteallowsforuserstoplanupdatesmonthsinadvance.WishingWell would be able to save time with pre-written tweets and updates about upcoming events and news regarding the water crisis.

Strategy

15

16

Based on research, Greenroots created events aimed at capitalizing on the impact word-of-mouth communications has on the target audience. All events are designed to generate buzz and educate, empower, and engage the target audiences.

Educate:

One key message Greenroots wants target audiences to grasp is the urgency of the water crisis itself. Close to one billion people live without access to clean water. That is more than threetimestheentirepopulationof theUnitedStates.Imagineif everycitizenlivingintheUnitedStates(timesthree)werefacingaproblemwithpotablewater.Greenrootswantstoeducate the prospects about the water crisis. All EDUCATE events are designed to increase awareness about the water crisis and invite students to further increase each individuals knowledge about Wishing Well.

Empower:

Another key message that Greenroots wants to showcase through this campaign is the power of a united college group. Successful campaigns in the past show that student movementsneednomorethantojustbetoldthatwhateverissetouttoaccomplishcanbeaccomplished. Greenroots wants to empower the student groups across the United States by reminding them of their own creative potential and skills. All EMPOWER events will be staged by individual student groups based on what they see as a fit for their universities, but based on suggestions and creative support from Wishing Well.

Engage:

After educating and empowering current college students, it is important that Wishing Well maintains campus partnerships and stays engaged with their student community groups. Sustainability is critical and attainable through the ideas presented in this campaign. All ENGAGEeventsaredesignedtocreatebuzzandkeeptheWishingWellnameintheforefrontof students minds.

Messaging


Key Messages:

Wishing Well works to empower college students to use their creative gifts to help combat the water crisis. Greeenroots will establish these core messages as a result of this campaign:

•AtWishingWell,theobjectiveistounlockcreativepotentialamongindividualsandusetheirgifts in ways that draw awareness and change in regards to the water crisis.

•Theideasof collegestudentsarelimitlessandpowerful.Together,WishingWellandcollegestudents can make a substantial difference in the lives of those without the basic need of clean drinking water.

•ByengagingwithWishingWell,collegestudentswillbeabletomakealastingimpressionon their campuses through their efforts and activities at those universities.

Audience Specific Messages:

•Topotentialfaculty/staff advisors:Helpingstudentsdevelopskillsfortheprofessionalsideof life is one thing—but to work alongside them in activities that go beyond the workplace is something more. By being available to students as an advisor to their campus communities, faculty and staff members will have a deeper appreciation for their university and its students.

•Topotentialcollegecampuscommunitymembers:Beingastudentatauniversitygivesstudents a responsibility in and of itself. By stepping into a the position of leadership that a campus community would entail, these students will develop a higher sense of humanitarianism and team building skills that will enrich their lives well past their years at their university.

Activity Specific Messages:

•“E”events:(ENGAGE,EDUCATE,andEMPOWER)Duringall“E”events,campuscommunities will distinguish themselves from other campus organization groups by engaging students in unexpected ways, while relating the seriousness of the water crisis.

•ENGAGE:The“All-CampusWaterFight”eventinSeptemberof Greenrootscampaignyearwill initiate Wishing Well’s presence on the university by interacting with student groups in fun and exciting ways that create a spirit of involvement to be carried throughout the remainder of the semester.

GreenrootsotherENGAGEevent,“Dive-InMovieNight,”scheduledforJanuaryof thecampaign year, will reignite students about Wishing Well’s presence on their campuses as studentsarejustreturningtocampusfromholidaybreak.As Wishing Well is dedicated to using creativity and community-inspired events, both of theseENGAGEeventsembodythisduetotheiruniqueness.

Messaging

18

19

Activity Specific Messages Continued:

•EDUCATE:WishingWellhasdedicateditspurposetoeducatinglocalcommunitiesaboutthewatercrisisandfundingwaterprojectsinthedevelopingworld.AllEDUCATEeventswilladdress the issues of the water crisis in ways that resonate with local campus communities. Facts are hard to ignore, such as—a child dies every 20 seconds due to a water-related illness.Currently,onebillionpeoplelackaccesstocleandrinkingwater.Ittakeslessthan$1a day to get clean drinking water for someone for an entire year.

•EMPOWER:WishingWellbeganasahumbledcollegestudentgroup.Therefore,WishingWell believes in the power of these campus communities starting something on their own. All EMPOWER events are designed to place the power in the hands of each individual community group. These groups know what’s best for their communities and Wishing Well is leaving this activity up to their discretion—pending company approvals.

•WishingWellSummerSummit:Takingplaceduringthesummerof Greenrootscampaignyear, this summit will allot time for campus community members to gain insights into how other groups are working on their campuses. This creates an opportunity for feedback over the previous semester successes and failures and for idea sharing for the upcoming school years.Thesesummitswillcreatecohesionasthecommunitiesjointogethertocollecttheirthoughts and ideas as they approach the upcoming school year.

Tactics &

Timing


21

The following events are recommended for the 2012-2013 time frame.

August:

•Launchsocialmedia:updateTwitter,blogs,Facebook,andthewebsitewithupdatedinformation for communities to reference and engage. Greenroots recommends that WishingWellutilizeHooteSuite.

•Welcomebacknewsletter:sendouttocurrentcommunitiestoexcitethemforthecomingsemester.

•BeginconversationwithtargetuniversitiestogaugeinterestinestablishingWishingWell communities on their campuses. Send out informational packets to the targeted universitiesstudentaffairsdepartments(willbecontinuedmonthlythroughouttheyear).

•WishingWellinternsand/orcommunitymembers(fromotherschools)traveltolocaltarget universities to participate in welcome week activities.

•ContactUniversityRelationsandstudentmediasourcesattargetcampusestoannouncethe new student organization.

September:

•ENGAGE Event: “All-Campus Water Fight” to promote the universities Wishing Well campus communities

The campus communities will plan and promote an all-campus water fight to bring awareness to Wishing Well. Members of the community will hang up and pass out flyerspriortotheENGAGEevent.Usingsocialmediatopromotetheeventwillalso be beneficial.

The campus communities will provide buckets, water guns, water balloons, and SlipN’Slidesforstudentstouseforthewaterfight.Individualswillbe allowedtobringtheirownwatertoys(guns,balloons,slides)tocontributetothe event.Informationaltableswillbesetupattheeventsiteandmemberswillactively speak to participants about Wishing Well throughout the evening.

•Remindcommunitiesthroughemailblaststoutilizepromotionalmaterials.

•BeginbookingWishingWellemployeesandinternsforEDUCATEeventsoncampuses.This will involve a member of the Wishing Well team coming to the college campuses and participatingintheEDUCATEeventdescribedinNovember.

Tactics & Timing

22

October:

•Mid-termcheck-in:halfwaythroughsemesters,checkinwithWishingWelladvisorsandexecutive boards for status of their communities. Wishing Well will provide support and aid when/whereneeded.

•EncourageWishingWellcommunitiesthroughsoicalmediaupdatestoparticipateintheiruniversities homecoming activities.

November:

•EDUCATE Event: Wishing Well employees or interns host an informational night about how Wishing Well is working to solve the water crisis.

This event focuses on Wishing Well employees traveling to the different college campus communities to share the message about the water crisis and educate those individuals that know nothing about the problem. Prior to the EDUCATE event, campus communities will pass out flyers and get the word out on campus that a member of Wishing Well will be there sharing their story, information about Wishing Well, as well as information on how to get involved.

Onthedayof theevent,theWishingWellemployee(s)thathavetraveledtothe campus will spend the day on campus handing out flyers and promotional items to encourage students to attend the event later that evening. The event will be held on campus and refreshments will be served.

December:

•UrgeWishingWellcommunitiestohosta“LibraryBlitz”duringdeadweek.Theblitzwillbe designed for the communities to hand out water bottles with Wishing Well information to students studying for finals.

•Pleasenotethatmanyof thespringactivitiesmirrorthoseinthefallbecauseGreenrootswantsWishingWelltomaintainaknownnameoncampusesthroughouttheyear.Itisimportant that new students at the universities are educated on Wishing Well and returning students continue to be involved.

January:

•Beginconversationandoutreachwithanewgroupof targetuniversitiestoforma relationship and gauge interest in establishing Wishing Well communities on their campuses.Informationalpacketswillbesenttotheuniversitiesstudentaffairdepartments,which will be continued monthly throughout the year.

•WelcomeBackNewsletter:sendouttocurrentcommunitiestoexcitethemforthecomingsemester.

•WishingWellinternsand/orcommunitymembersfromlocalschoolstraveltotargetuniversities to participate in welcome week activities.

February:

•ENGAGE Event: “Dive-in Movie” - promote university Wishing Well campus community

Campus communities will plan a dive-in movie evening where they will rent out the campuspool(if acampusdoesnothaveapool,alocalindoorpoolwillbeused). Amoviewillbeshownonaprojectorscreenthathasbeensetupandconcessionlike refreshments will be served. Members of the campus communities will be in attendance to talk to those attending the event and answer any questions they may have. Research confirmed that university Student Affairs department often have equipment available for student ogranizations to rent for free. The budget reflects the cost for universities that do not have this option available.

Prior to the event, the campus communities will hand out flyers for the dive-in event that will tell the location, time, and details.

March:

•EMPOWER Event: “Tell One Tell All” - student members of university campus community will go out in the city to promote Wishing Well and educate about the water crisis.

Each university will team up with a local organization that they feel will be beneficial in empowering the public. The hope in this event is that people outside of the campus can learn more about Wishing Well.

By telling one person about the water crisis, an individual is doing their part in helping. Word of the water crisis will be spread throughout the city and become more well-known and individuals will start to become active.

•Mid-termcheck-in:halfwaythroughthesemestercheckinwithWishingWelladvisorsandexecutive boards for status of their communities. Wishing Well will provide support and aid when/whereneeded.

April:

•Securecontactinformationof returningWishingWellexecutiveboardmembers.Theseaddresses and contacts will be used for newsletters the following semester and additional information that may need to be sent to the campus communities by Wishing Well.

•WishingWellSummerSummit:Registrationbegins

The summit will be an event put on by Wishing Well that will allow for the leaders and advisors of all campus communities to come together. The summit will allow the communities to exchange ideas, learn more about what they can do for the water crisis, and prepare for the following year. A university will host the retreat and lunch and T-shirts will be provided. See Appendix B for details on how to register.

23

24

May:

•RegistrationendsforWishingWellSummerSummit

June:

•“SocialMediaBlitz”forupcomingWishingWellSummit

July:

•WishingWellSummit

Budget


BudgetCampaign Expenses Posters-250@$1.75each $ 450 Map of targeted campuses $ 5 Websitedomain-$12.50/mo $ 150/yr Informationalpackets-50@$5each $ 250 3rd party vendor benchmark survey $ 15,000 total: $ 15,855Community Kits- (25 Kits) Informationalvideo $ 40 Flyer/Pressreleasestemplates $ 6.50 Contact info $ 6.50 Fact sheets $ 6.50 FAQS $ 6.50 Advisor criteria sheet $ 6.50 Calendar $ 6.50 Community guidelines $ 6.50 total: $ 85.50Travel Expenses Airline- 3 trips $ 2,000 Hotel $ 500 Taxies $ 200 total: $ 2,700Event ExpensesWater Fight Event Buckets (10) $ 20 Waterguns(20) $ 200 Waterballoons(1350) $ 18 Flyers 100 @.75 $ 75 SlipN’Slides4@$40 $ 160 total: $ 475Library Blitz Event Waterbottles(1000) $ 100 Labels(1000) $ 10 total: $ 110Dive-In Movie Event Projectionscreen‘33rental $ 800 Pool rental for 3 hours $ 300 Movie $ 20 Suppliesforconcessionstand(water,chips, $ 200 candy,etc.) 5 lifeguards on staff for 3 hours $ 150 Flyers 100 @ .75 $ 75

total: $1,545

1

23

4

26

27

Wishing Well Summit Conference room $ 100 Food/Drinks $ 250 Miscellaneous materials $ 50 T-Shirt give-a-ways $ 250 $ 650

Total Expenses $ 21,420.50Wishing Well Actual Expense $ 18,640.50

Survey to measure the awareness of the water crisis before the campaign begins. InformationvideowillbeprovidedbyWishingWell. Templates will be provided and each college community will be responsible for printing. Three trips are scheduled to Texas A&M in College Station, University of Missouri in Columbia, Missouriand the University of Colorado in Boulder, Colorado. EacheventwillbesponsoredbythecommunitynotWishingWell,thisisjustanestimate on how much each event should cost for the college community. The Wishing Well actual expense is what they will provide for the communities and for the campaign. Please not that liability insurance will be needed for large Wishing Well events; however estimates for that are not included in the budget.

1234

5

5 6

6

Evaluation Methods


29

Objective 1: To increase the number of campus communities in Oklahoma and the surrounding states from four to eight by August 2013.

Evaluation Plan: During a midterm check in, ommunities will email a list of active members and actives that they excuted. Wishing Well will evaluate the status of the campus communities to determine their success to date. By doing this, Wishing Well can give feedback to the communities and provide helpful tips to enhance the program. At the Wishing Well summit in July, the members of the executive boards will evaluate their successes and failures to date, and revise plans accordingly so they can continue to increase the number of Wishing Well campus communities.

Please note that this plan is deliberately designed to evaluate the success of the campus expansion efforts in August 2013, despite the turnover of students that is likely to occur from August 2012 to August 2013. Greenroots wants each campus to be able to monitor sustainability even through the turnover rates of students.

Objective 2: To increase awareness of the water crisis among current college students by 20 percent by August 2013, versus levels at the start of the campaign.

Evaluation Plan: Wishing Well, through a third-party vendor, will conduct a pre-campaign benchmark survey to determine water crisis awareness among current college students. Pleasenotethatthetargetedpercentageincreaseinawarenessforthisgoalissubjecttochange based on results of pre-campaign survey. A post-survey will be conducted in August 2013toevaluatewhetherWishingWellhasmettheobjective.

Greenroots realizes that the cost to execute this evaluation method could be extremely high,andthereforenotfeasibleforWishingWellatthistime.If so,alternateevaluationmethods would be needed.

Evaluation Methods

Appendix A


31

Primary:

Foster,N.(2012,April4).Coordinatorof UCOStudentOrganizations.(R.Prince,Interviewer)

Focus Group

Survey

Secondary:

Aschenbrener,C.S.(2010).CanEstablishingPartnershipsbetweenCollegeCampuses&NonpofitOrganizationsBeMutuallyBeneficial?SouthDakota:ContemporaryRuralSocialWork.

Fehlman,B.(2010).StudentGuidetoStartingaCollegeCluborOrganization.AultmanCollegeStudentLife.

JeffreyMilem,M.C.(2005).MakingDiversityWorkonCampus:AResearcBasedPerspective. Association American Colleges and Universities.

Kezar,A.J.(2001).UnderstandingandFacilitatingOrganizationalChangeinthe21stCentury: Recent Research and Conceptualizations. San Francisco : Jossey-Bas A Wiley Company.

Reeves,A.(2007).HandbookforStartingaStudentClub.WestminsterCampus

Research Citations

32

Interview Questions1.WhatarethestepstobecomingastudentorganizationatUCO?

2.DidUCOdeveloptheirownguidelinesorwherethesemodeledoff of anotheruniversity?

3.Whatdoyouthinkarethebiggestchallengesfacingstudentorganizations?

4.Whatadvicewouldyougiveanewstudentorganization?

33

Focus Group QuestionsGoals of the focus group:

•Gaugewhatkindof eventsstudentsenjoy

•Whatstudentorganizationstructurewouldworkbestforstudents?

•Howtobestcommunicateandconnectwithcollegestudents

•Gaugetheirthoughtsonthisgenerationandissuesfacingit.

1.Icebreakerquestion:

2.(3-4mins)Whathasbeenyourfavoriteeventoncampus?(If theyareunabletothinkof one–askwhattypeof eventwouldtheywanttoseeoncampus?)

3.(3-4mins)Whattypeof studentorganization/groupwouldyoumostlikelyjoin?

4.(2-3mins)Whattypeof organizationdothinkismostbeneficialtoyouandthecampus?(i.esocial,majorrelatedornonprofit)

5.(5-6mins)Whattypeof volunteerworkhaveyouallparticipatedin?Whatmadechosetovolunteerwiththesenonprofits?

6.(3-4mins)Whattypeof volunteeropportunitiesareavailabletoUCO?(Arestudentsawareof theVolunteerServiceLearningCenter(VSLC)andthetypeof programstheyofferstudents?)

7.(2-3mins)Howmuchtimewouldyoubeable/willingtogivetoastudentorganization?Whatfactorsgointothisdecision?

8.(2-4mins)Howdoyouthinkthisgenerationisdifferentfromothers?

9.(3-4mins)Howdoyouthinkthisgenerationbecomesinspired?

10.(3-4mins)Whatdoyouthinkthebiggestglobalcrisisfacingthisgeneration?Followupquestion–whatdoyouknowaboutthewatercrisis?

Totalof 26–36minutes

Survey QuestionsThe purpose of this survey is to figure out what types of students are involved with what typeof studentorganizationswithacertaincause/missionattachedtothem. 1. Age

2. Gender

3. Type of Student-

4.Class

5.Whatmediumdoyouhearaboutstudentorganizations?

6.Whattypesof eventsthrownbystudentgroupsareyoumostlikelytoattend?

7. Are you more likely to attend a student organization event during your class hours or “after”hours?

8.Howmanystudentorganizationeventshaveyouattendedduringlastsemester?

9.Doattendingstudentorg.eventsmakeyoufeelactivelyinvolvedwithyourcampuscommunity?

10. Are you more likely to attend student organization events that are on campus or off campus?

34

35

Survey Findings

AppendixB


37

Community KitCommunity Guidelines:

Wishing Well is so excited that you are interested in starting a Community! When beginning a Community there are a few guidelines that we ask you and your community to follow as you are representing Wishing Well.

1. Educate yourself on the water crisis! We want you to be our local expert in your community and it is vital that you can communicate this crisis correctly.

2. Recruit everyone and anyone you know! Once a community has begun you must begin to bring in those who can continue the organization in years to come. Wishing Well Communities are vital to our success in solving the water crisis and we want your communitytoplayamajorrollinthiseffort.

3. Be prepared to implement the “The Three E Events” if we can assist you with any of these please let us know.

4.WhenusingtheofficialWishingWelllogopleasebeconsciousof whatyouareputtingiton. You are representing an organization as a whole and we want to have a positive image in your community!

5. Be aware of the time commitment. We promise that it will be more than worth it but we want you to know that it will take a commitment from you!

6. Wishing Well has a summer retreat every summer for Wishing Well Community Executive Board members and we want you there! Dates are TBA and will be announced on the Wishing Well website.

38

Community KitAdvisor Guidelines:

Wishing Well recommends the to utilize the following guidelines, that may go beyond your universities requirements, when selecting your communities advisor. This individual will be a vital resource, especially during your first year, and it is important that they have a passion for the position.

1.Donotmerelyaskafaculty/staff membertobeanadvisorfortheirsignature.Explainthe purpose of Wishing Well and the time commitment that your community will need. This individual should be your biggest supporter! Make them as passionate about the solving the water crisis as you are.

2.Examinetheirclassload/scheduletoevaluatewhethertheywillbeabletofullysupportyour communities needs. Many Universities require an advisor to be present during evening activitiesoncampus–ensurethattheadvisorisawareandwillingtoattend.

3.They should be your advocate: chose someone who will promote your Wishing Well community among fellow faculty and staff as well as in the classroom!

39

Campus Community Events:

September: ENGAGE Event – All-Campus Water Fight

An all-campus water fight will be held during the month of September to bring students together to kick off the school year and promote the Wishing Well campus community. Buckets,waterguns,waterballoons,andSlipN’Slideswillbeprovidedbythecommunities for students to participate in the water fight, but all students are encouraged to bring personal water toys as well. This event is a great way to spark an interest in the minds of students and faculty members to become interested in the water crisis and become involved in the community.

November: EDUCATE Event – Wishing Well Informational Night

AspokespersonfromtheWishingWellteam(eitheranemployeeorintern)willhostaninformational night on campus to better educate students and faculty. This presentation will include the individual speaking about Wishing Well and the water crisis, as well as providing statistics and examples about the everyday struggle. On the day of the event, the Wishing Well spokesperson will be on campus to hand out flyers and promote the presentation.

February: ENGAGE Event – Dive-In Movie

ThesecondENGAGEeventwillbeheldduringthemonthof Februarytostartoff thespringsemester. The dive-in movie is a great way to have fun and get students interested and involved with Wishing Well. The campus communities will provide a screen and movie to watchinthepooloncampus(orlocalcommunitypool),aswellassnacks.Membersandfaculty advisor will be there to share information about Wishing Well and talk to individuals throughout the evening. The engage events are a great way to meet new people and spread the word on the water crisis.

March: EMPOWER Event – Tell One Tell All

This event gives the campus communities an opportunity to reach out to their surrounding city and be creative on how to get more individuals involved in Wishing Well and the water crisis. With this, the campus community is encouraged to be creative and partner with one of the local organizations to come up with an event. By getting the outside community involved, the campus communities will be doing their part in spreading the word about the water crisis and empowering others to do the same.

Community Kit

40

2013 Wishing Well Summit:

Wishing Well is excited to announce the first annual 2013 Wishing Well Summer Summit. This event that will bring together all campus community leaders and faculty advisors for a day full of information and idea sharing. The leaders of Wishing Well, as well as a few guest speakers, will be there to talk about the company and provide a great deal of information. There will also be workshops to better educate all of the leaders and provide handouts and brochures with information to take back to the other members of the each campus community. Open discussions will take place for ideas to be exchanged and new ideas to be formulated.

All are expected to be in professional attire and come with information on the 2012-2013 Wishing Well campus community year.

TO REGISTER: visit the Wishing Well website www.wishforwater.com. The website allows everyone to either register online or print off the form and email directly to the Wishing Well offices.

Please register as soon as possible to reserve a spot at the 2013 Wishing Well Summer Summit.

Community Kit

41

2013 Wishing Well Summit Agenda

9a.m.–Checkin

10a.m.–WelcomeaddressbyRyanGroves

10:35a.m.–Guestspeakersfromwellestablishednotforprofitorganizations

12:00p.m.–Lunchbreak

1:00–3:00p.m.–Workshops

•Additionalhandoutswillbeprovidedatcheck-inthatwillgointofurtherdetailon workshops, the rooms, and times.

Room #1

WishingWell–Thisworkshopisdesignedtoprovidefacultyadvisorsandcampus community members with a more in depth understanding of Wishing Well. An update on the year will be provided and any questions will be encouraged to be asked.

Room #2

Studyof DevelopingCountries–Aspeakerwilltalkaboutdevelopingcountriesand the areas of the world that are battling the water crisis. At risk countries will be discussed.

Room #3

2012-2013WaterCrisisStatistics–Thisisaworkshopdesignedtoprovidean overviewof thecurrentwatercrisissituationandwhattheeffortsareimproving.It will provide individuals a clearer picture of what the efforts are doing.

3p.m.–Opendiscussion

4p.m.–ClosingaddressbyRyanGroves

4:30p.m.–Additionalquestions

5:00p.m.–Endof 2013WishingWellSummerSummit

Community Kit

Company Overview: Wishing Well: Water for the World is an Oklahoma City based 501(c) 3. Founded in 2006, Wishing Well focuses on using creativity to bring clean water to those in the developing parts of the world.

CEO Ryan Groves began Wishing Well in 2006 as a small student organization at Oklahoma Christian University whose purpose was to raise awareness about the water crisis. After travelling to Africa himself in 2008, Groves set out to establish Wishing Well in the non-profit sector and enhance the group’s role in fighting against the crisis.

Wishing Well has the business model that giving $1 will give someone clean water for an entire year. Through a partnership with a sister company, Water4, Wishing Well’s primary focus is to raise funds and awareness about the water crisis as a whole.

The Mission: There are currently one billion people living without access to clean water. Wishing Well’s mission is:

To empower communities to use their creative gifts to transform the lives of those in the developing world by bringing healing to those in need of clean drinking water.

The Communities: What sets Wishing Well apart from other water charities is their emphasis among college campuses. Wishing Well has campus communities set up at Yale, the University of Oklahoma, Abilene Christian University, and at Oklahoma Christian University. These communities are encouraged to host events and activities on their campuses to engage students with the Wishing Well group. Events have ranged from rooftop concerts to art shows to water walk events.

The Wells:

Wishing Well has successfully funded clean water projects in nine different countries resulting in a direct impact on the lives of more than 35,000 men, women, and children. Their primary areas of focus are in sub-Saharan Africa. The first well project was completed in Addis Ababa, Ethiopia in 2008. Other countries assisted include Kenya, Uganda, Rwanda, and Haiti.

42

Community Kit

For additional information contact us: E: [email protected] A: 2501 E. Memorial, Edmond Okla. 73013 P: 1.405.521.2711 H: Mon-Thurs 8-5, Fri-Sat 8-12

New Campus Community Questions and Answers 1. How can I start a Wishing Well Community on my campus?

A: [Insert Company Response.]

2. When I need to contact Wishing Well, who should I contact? A: [Insert Company Response.]

3. Is there a way that people can help besides donating money? A: [Insert Company Response]

4. Can our advisors be adjunct faculty or just staff members?

A: [Insert Company Response]

5. When our campus group wants to throw an event, will Wishing Well help fund the event or do we raise the funds ourselves?

A: [Insert Company Response.]

6. Can our campus go with Wishing Well to build a well? A: [Insert Company Response.]

43

Community Kit

44

FOR IMMEDIATE RELEASE [TEMPLATE]

[Name of University] Group partners with Non-Profit

Student group is formed to help bring clean water to those who need it [Insert Dateline]— [University Name] begins a student group that will assist an Oklahoma City based non-profit in bringing clean water to the developing world. There are currently one billion people living without access to clean drinking water around the world. Unclean water causes 80 percent of the world’s diseases and claims thousands of lives every year. Close to 4,500 children die daily from parasites and disease from a lack of clean drinking water. Wishing Well: Water for the World was founded in 2006 by Ryan Groves after he travelled to sub-Saharan Africa and saw firsthand accounts of how the water crisis impacted its people. The organization itself began as a student group and grew to 501(c)3 status. Wishing Well’s vision is to use creativity and community support to raise funds for well projects. They have successfully changed the lives of more than 35,000 people in nine different countries as a result of their clean water projects. By agreeing to start a Wishing Well community on campus, this group will be responsible for several ‘E’ events throughout the semester. These events include a water fight, a dive-in movie night, and other educational events geared towards enlightening [University’s campus/students] about the water crisis. ** **[Greenroots recommends the community starters use this template to write their own press release to send to their campus newspapers. Include details of what students initiated the founding of this community and include quotes from its members. Additional information regarding Wishing Well or the water crisis can be obtained during community establishment conversations with Wishing Well.]

Community Kit

45

Community Kit

ED

UCA

TE YOURSELF O

N TH

E WATER CRISIS

<UN

IVERSITY NA

ME> W

ELCOM

ES RYAN

GRO

VES, PRESID

ENT A

ND

FOU

ND

ER OF W

ISHIN

G W

ELL: W

ATER FO

R THE W

ORLD

<WH

ERE>

<WH

EN>

There are currently one billion people living without access to clean w

ater. Wishing W

ell’s m

ission is: To em

power com

munities to use their creative gifts to transform

the lives of those in the developing w

orld by bringing healing to those in need of clean drinking water.

Flyers for Community

Community Kit

XX

:

<Name of University> Wishing Well is a student group that will assist and Oklahoma City based non-profit in bringing clean water to the developing world. Wishing Well’s vision is to use creativity and community support to raise funds for well projects. Learn more about the water crisis and Wishing Well at the next meeting. <University Name> <Where> <When>

A 5 minute shower in

America uses more water

than someone living in Africa

uses in a whole day

The average water weight

carried by women &

children totals 50 lbs.

More than 50% of the world’s well projects fail after the first

year.

70% of the world’s

freshwater supply is

devoted to agriculture

2.5 billion gallons of

water are used daily to water

all the golf courses in the

world

80% of all diseases

come from contaminated

water sources.

1 billion people live

without access to

clean drinking water

Nearly 4 million die every year

due to water-borne

illnesses

A child dies every 20 seconds

Wishing Well: Water for the World


46

Community Kit

WIS

HIN

G

WE

LL

WA

TE

R

FIG

HT

<

UN

IVE

RS

ITY

N

AM

E>

<W

HE

RE

>

<T

IME

>

There are currently one billion people living without access to clean w

ater. Wishing W

ell’s mission is:

To empow

er communities to use their creative gifts to transform

the lives of those in the developing world by bringing healing to those in need of clean drinking w

ater.


47

Community KitLogos for Community

48

Education

Wishing Well Community Outreach Plans Book