Bridge Builders Montgomery

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April 22, 2010 Bridge Builders 434 N. McDonough Street Montgomery, AL 36104 Dear Mr. Josh McFall, We would like to present to you our campaign proposal for the creation of awareness for Bridge Builders. We have worked strategically to develop a comprehensive proposal that can be easily implemented by Bridge Builders. We are confident that our thorough presentation of goals and tactics, if implemented, will produce desired results for your organization. We have enjoyed our experience working with you to develop this proposal and we hope that our campaign will give new insight into your organization. If you have any questions, please feel free to contact us at any time. Thank you, Mary Krueger Melissa Hand (678)923-5069 (713)927-8009 [email protected] [email protected] Meg Beasley Megen Heslip (615)972-7033 (256)658-0050 [email protected] [email protected]

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Table of Contents Executive Summary………………………………………………………………………………………………………....3

Statement of Principles…………………………………………………………………………………………………….4

Situation Analysis…………………………………………………………………………………………………………….5

Research Summary……………………………………………………………………………………………………..….14

Primary Strategic Recommendations……………………………………………………………………………….16

Secondary Strategies………………………………………………………………………………………………………26

Evaluation Methods………………………………………………………………………………………………..……..30

Limitations……………………………………………………………………………………………………………………32

Conclusion…………………………………………………………………………………………………………………….33

Works Cited…………………………………………………………………………………………………………………..34

Appendix A – Estimated Budget………………………………………………………………………………………35

Appendix B – Schedule of Tactics…………………………………………………………………………………….37

Appendix C – High School Student Survey……………………………………………………………………….47

Appendix D – High School Student Survey Results…………………………………………………………..48

Appendix E – Montgomery Resident Survey…………………………………………………………………….52

Appendix F – Montgomery Resident Survey Results…………………………………………………………53

Appendix G – Press Release…………………………………………………………………………………………….55

Appendix H – Wikipedia Page Screenshot………………………………………………………………………..56

Appendix I – Gala Invitation……………………………………………………………………………………………57

Appendix J – Letter (Letter Writing Campaign) ……………………………………………………………….58

Appendix K – Fact Sheet…………………………………………………………………………………………………59

Appendix L – YouTube Channel Screenshot……………………………………………………………………..60

Appendix M – Bulletin Board…………………………………………………………………………………………..61

Appendix N – Collateral Material (from Bridge Builders) ………………………………………………….62

Appendix O – Strategic Plan (from Bridge Builders) …………………………………………………………66

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Executive Summary Bridge Builders, with team FourM and the 2010 Auburn University Public Relations Campaign Capstone course has developed a proposal to create awareness for the organization. The campaign is broken down in sections to help readers better understand the information. Our proposal has three goals that are aimed at creating awareness for Bridge Builders. As the capital of Alabama, Montgomery is a metropolitan city with an array of public and private high schools. The vast number of students attending these schools are in need of programs like Bridge Builders so they do not slip through the cracks. The main goal of our campaign is to raise awareness in the Montgomery community about Bridge Builders as a credible organization. Our secondary goals are to spark an interest among high school students in the Montgomery area to participate and to expand Bridge Builders statewide by 2012. The goal of Bridge Builders, “to help ordinary youth find their voice, experience their power and build positive relationships to do the extraordinary,” inspired our campaign. FourM fashioned a campaign using traditional and non-traditional public relations tactics to raise awareness, recruit students and raise money to facilitate the young organization. Bridge Builders was founded in 1988 in Memphis, Tenn. In 2007, the organization moved to Montgomery where it has served more than 1,500 kids for the past three years. The Montgomery branch began with a generous donation from an anonymous donor in the area who truly believed in the motives and vision of Bridge Builders. This proposal is congruent with the mission of Bridge Builders: “To develop among high school students a group of future leaders who can lay aside individual, social, cultural, and economic differences and work for the benefit of all.” With the implementation of this campaign, FourM hopes to trigger an immediate response from the community of Montgomery in a way that is easily measurable and will further the success of Bridge Builders as an organization.

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Statement of Principles Team FourM’s mission was to accomplish the task of completing a campaign for Bridge Builders in compliance with the PRSA ethics guidelines by the project completion date. We worked together and applied our skills in order to create the best campaign strategy for our client. Combining our skills and reserves, we have created an integrated marketing and communication campaign strategy for Bridge Builders that includes various tactics, recommendations and further instructions on how to become a fixed presence in Montgomery.

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Situation Analysis

Client Analysis Internal Environment Bridge Builders is an organization that provides services to high school students in Montgomery, Ala. The organization offers immense opportunities and considerable advantages for the students, their families and the community. Mission Statement “To develop among high school students a group of future leaders who can lay aside individual, social, cultural, and economic differences and work for the benefit of all.” Goal of Organization “To help ordinary youth find their voice, experience their power and build positive relationships to do the extraordinary.” History of Organization Bridge Builders was founded in 1988 by Rachel Webb Wilson in Memphis, Tenn. In 2007, the organization moved to Montgomery where it has served more than 1,500 kids for the past three years. The Montgomery branch began with a generous donation from an anonymous donor in the area who truly believed in the motivation and vision of Bridge Builders. Purpose of Organization Bridge Builders recruits high school students in Montgomery to apply for its leadership program. The students are recruited in their sophomore year and participate in two conferences throughout their junior and senior years. These students then give back by volunteering for community organizations. Bridge Builders and the students who participate are mutually benefitted because of the leadership experience for the students and the obvious rewards to Montgomery.

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Current Members of Organization There are currently 150 students involved in the program from 20 different schools in the River region. Seventy of the current students are impending high school graduates. Bridge Builders is still a young program, but it continues to grow in popularity, and the staff of the organization is satisfied with its progress. Non-Profit Status Bridge Builders is an incubated program of the Central Alabama Community Foundation. It operates as a 501 (c) 3 although it shares usage with CACF. Projected Membership At the end of 2010, Bridge Builders plans to have 287 students enrolled in the program. By 2011, it plans to have 680. By 2012, it plans on having 1,000 enrolled and going statewide. Internal Resources There is a delegated representative at each of the schools involved in order to help raise awareness and answer any questions that students, teachers and parents may have. Member Programs When students enroll in the program, they agree to attend leadership retreats during each their junior and senior years. Junior Conference The junior conference is a week-long retreat held at a local university. Students participate in “exciting discussions and activities based on communication, team building, leadership, diversity and community action.” The junior retreat is geared towards group participation and cooperative teamwork. Senior Conference The senior conference “is a four-day residential, experiential learning and community action conference that focuses on enhancing the students’ personal leadership goals and on school and community service opportunities.” Benefits for Participants Students participating in the program are able to learn important skills such as communication, listening, leadership, public speaking, critical thinking, conflict resolution, trust, social skills, civic responsibility and developing genuine human relationships.

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Budget of Organization Bridge Builders’ entire budget is derived from donations and grants from generous sponsors. The individual who made the principal donation continues to contribute to the organization regularly. Other regular donations and grants also come from local churches, the Junior League and several local supermarkets. In order to achieve every facet of the organization’s needs in the most effective and efficient manner, the necessary budget is $275,000. Fundraising For the past three years, Bridge Builders has hosted a fundraising dinner in the fall. At this dinner, select program participants present personal stories about their experience in Bridge Builders. The staff obtains corporate sponsors for the event and sells tickets to members of the community for $100 per plate. The organization intends to come up with a new way of raising money, such as another fundraising event, with fun, family and the community as the main focal points. This event will be hosted in the spring and it is hoped that through this event, Bridge Builders will raise $30,000 to $50,000. With these funds, the organization would have the opportunity to flourish to its full potential. Organizational Barriers The problems that Bridge Builders face are mostly in the areas of funding and publicity. Because it is still a young organization and funding is minimal, representatives find it difficult to effectively raise awareness about the program, subsequently relying heavily on word of mouth. Another dilemma Bridge Builders faces is publicity and recruiting. In order to encourage students to become interested in the leadership program, Bridge Builders makes personal visits to high schools in the Montgomery area and plays an instructional video to the sophomore classes. The video and overall presentation of the program has proven to be more attractive to female students. Bridge Builders plans to redesign its recruiting process in order to be more appealing to both genders and all demographics. Public Relations Bridge Builders has an internal public relations and communication director who handles all press releases, flyers and advertisements. The program has not brought in any other outside firm.

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Public Perception How Well Known is the Organization? Bridge Builders is a growing organization that is attempting to gain regular recognition by the community. It is well-known at Montgomery area high schools and Alabama colleges, but is not as distinguished by the community as it should be because of lack of funding. Reputation of the Organization Bridge Builders is perceived positively and has been embraced by the schools, teachers, staff and parents involved. The image and reputation remains strong for this reason and with more community awareness, Bridge Builders should expand successfully. Perception Issues Bridge Builders has been confused with an organization with the same name in Montgomery. This causes problems because the other organization is a different type of organization that works with adults. The name confusion has caused identity issues. External Environment

Competition Bridge Builders is the only organization of its kind in Montgomery. It sets itself apart simply because it is the only organization in the area with the mission and intention of creating leaders among high school students and enriching the community. However, some competition exists. Bridge Builders is competing with other non-profits in the area to raise funds and support its cause. Economic Climate Montgomery’s environment is unpredictable. With the rise and decline of economic conditions, Montgomery has suffered losses and gains. It is hoped that the economic climate will reach stability, putting more people in a position to donate to non-profit organizations, such as Bridge Builders.

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External Resources In order to generate membership and run programs, Bridge Builders relies heavily on college students from local universities to take part by volunteering and assisting the organization and mentoring the high school juniors and seniors who are involved. The organization also counts on college students to effectively run the leadership retreats that take place during the year and help out with all summer programs. Bridge Builders recruits summer counselors from Auburn University and The University of Alabama. These universities offer course credits for working with the program. Community Organizations Served • MACOA • MANE • Montgomery Zoo • Habitat for Humanity • Montgomery Humane Society • Father Walters Memorial Center for Children with Disabilities

Publics Major Publics Bridge Builders’ major publics are high school students and the Montgomery community. High school students are recruited and participate in the program. The community members are essential for funding and support. Key Publics Bridge Builders’ key public is the Montgomery community. The families of program participants and other members of the community are vital in fundraising and participation. Intercessory Publics Bridge Builders’ intercessory publics are parents of high school students and the media. Parents are buffers in between students and the Bridge Builders program. The media serves as an intercessory public between the program and the community. Customers The primary customers are high school students and the Montgomery community. Secondary customers include parents, teachers and donors because each benefit from the Bridge Builders’ services.

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Producers Joshua McFall is the program director and is responsible for recruiting, planning and implementation. Burton Ward is the development director and works part-time for the organization. Although Bridge Builders was founded in Memphis, Tenn., the Montgomery, Ala., branch stands on its own and is considered a separate entity. Donors Donors to the organization include: Anzaloneliszt Research, Baptist Health Care Foundation, Blue Cross Blue Sheild of Alabama, Bob Runkle, Bradley Arant Boult Cummings, Charles Jinright, Commissioner Ham Wilson, Dawn and Adam Schloss, GreenTrust LLC, Hyundai, JoAnn and Ed Reifenberg, JRB Associates Inc., Kevin Haynes, Lamar Outdoor Advertising, Lynda and Dave Borden, Martha and Tranum Fitzpatrick, Mayor and Mrs. Todd Strange, Montgomery Area Chamber of Commerce, Paulette and George Thompson, Publix, Regions Bank, Servis 1st Bank, TCU Consulting Services, The Frazer Lanier Company, Trenholm State Technical College and William A. Williamson Family Foundation. Advisory Board (2010) The advisory board serves as the spokesperson for the organization. Ed Reifenberg (Chairman), Stephen Black, Carol W. Butler, Cassandra Crosby, Helena Duncan, C.T. Fitzpatrick, Lawrence Fitzpatrick, Libby Fitzpatrick, Tranum Fitzpatrick, Millie Houston, Kevin Ketzler, Melvin Lowe, Sheri McKean, Amanda Raney, Marti Rice, Stacia Robinson, Toby Roth, Jimmie Varnado and Stuart Yelverton. Enablers For high school participants, the individual representative at their school enables the program to be successful and flourish. Community donors are responsible for monetarily enabling Bridge Builders. Contracts/Agreements There are no formal contracts or agreements with the participating high schools or school districts. Local high schools invite Bridge Builders to engage students in the outside of school activity. Available Media Bridge Builders regularly uses press releases, news spots and monthly/seasonal newsletters, brochures, a website (http://www.mgmBridges.org), Facebook, a blog (http://www.mgmBridgeBuilders.blogspot.com) and Twitter.

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Limiters Competitors There are no other organizations in the Montgomery area that strive to achieve the same goals or meet the same needs of its publics as Bridge Builders. It does however compete with other non-profit organizations to gain recognition and receive donations and support. Opponents There exists in Montgomery, Ala., other organizations with similar purposes as Bridge Builders and that seek the same money from donors. Red Cross, Young Life, United Way and other organizations geared toward high school students are asking the same publics for funding. Although no group is modeled exactly like Bridge Builders, other non-profit organizations can be considered opponents. Deterrents Those who can stop or slow down Bridge Builders from furthering its success are other non-profits. These organizations have the capability to affect the progress of Bridge Builders by competing for time and money. Another way these organizations can slow down the progress is by seeking donations from businesses that may not have necessary funding to contribute substantially to multiple organizations. Opinion Leaders Formal Opinion Leaders For high school students, formal opinion leaders include peers, teachers and counselors. The Montgomery community opinion leaders include Mayor Todd Strange and city council members Jim Spear, Charles Smith, Tracy Larkin, David Burkette, Cornelius Calhoun, Willie Cook, Martha Roby, Glen Pruitt Jr. and Charles Jinright. Informal Opinion Leaders For high school students, informal opinion leaders include college students, celebrities and parents. The Montgomery community opinion leaders include youth group leaders and pastors from churches in the area. Background Research Our research of Bridge Builders has been substantial and there are not significant gaps in existing information. Research has been done about other non-profit competitors in the Montgomery area. A formal survey of high school students was done to obtain information about the likelihood of participation in a leadership organization such as Bridge Builders. A survey of Montgomery residents was also conducted in order to gain insight about the area and the community.

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Situation Bridge Builders is currently facing issues that involve promotion, recruiting and fundraising efforts. The organization is strongly supported among certain members of the Montgomery community, but Bridge Builders is lacking in awareness locally and statewide. In addition to the need for promotion, Bridge Builders also faces issues with recruiting and generating interest among certain demographics of the teenage population. With the minimal budget currently provided, Bridge Builders is unable to attain maximum potential. Background Because Bridge Builders is a 501 (c) 3 organization with a budget that operates off of donations and grants, it has limited means to promote and raise awareness among the community of Montgomery. This has been an on-going issue for the organization. Consequences of the Situation Importance to Mission The mission of Bridge Builders is “to develop among high school students a group of future leaders who can lay aside individual, social, cultural, and economic differences and work for the benefit of all.” The situation that Bridge Builders is facing threatens its mission. The mission cannot be made possible without a budget. A budget cannot be set without donors and supporters. However, these individuals and other entities that may be interested in donating and supporting are ineffective if they are unaware.

Response to Situation In order to achieve its full potential, it is imperative that Bridge Builders respond to the situation proactively. High school students’ willingness to participate in Bridge Builders will spawn from their awareness of the organization, just as a donor’s eagerness to donate will seed from their knowledge and understanding of Bridge Builders. Duration of Situation The duration of the situation is unknown, however it will likely last until students in Montgomery high schools and members of the community become more aware of Bridge Builders. Since it began in Montgomery, Bridge Builders has had an increasing number of students participating. In order to keep this upward momentum, it must continue its efforts in promoting the organization at an accelerated pace.

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Parties Affected by Situation Those affected by the situation include the staff at Bridge Builders, the Montgomery community, high school students and their parents. The most poignant party in need of a correction to the situation is the staff at Bridge Builders. It is in their best interest to expand. Social Trends In recent years, the economy has taken a downturn causing difficulty for some to donate. Because there are fewer donations being made, it is particularly hard for non-profit organizations to function effectively. Situational Opportunity Bridge Builders’ issues with promotion, recruiting and fundraising can be considered obstacles; however, obstacles are opportunities to make a positive change for the organization. Resolution of Situation Quality and quantity of information are important in disseminating an appropriate message that gives Bridge Builders the opportunity to improve its position. The information provided must not only be informative, but it should be spread through as many outlets and to as many audiences as possible.

Mutual Benefit If Bridge Builders succeeds as an organization that is publicized well, upholds a respectable reputation and has an adequate budget, everyone involved will benefit. Public Relations Viewpoint From the standpoint of a public relations staff, this situation holds high priority. If Bridge Builders is unknown to the community the organization will cease to exist. It is important to raise awareness and portray Bridge Builders in an attractive light to its publics so that people from Montgomery will want to contribute. The highest priority of in Bridge Builders’ current situation is an awareness campaign and as a subset of that campaign, a fundraising event. Commitment of the Organization Bridge Builders is committed to facing this situation. The organization desires to gain popularity in order to effectively carry out its mission.

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Research Summary Purpose Since high school students are the primary public, research was conducted to determine their attitudes and opinions about participating in leadership programs. The survey covered topics such as skills that are important to students, how likely they would be to join a leadership organization and what organizations they are already involved in. This information is reliable because the survey was taken randomly by high school students from several schools around Alabama. Therefore, the information we collected can be generalized to include all students in Alabama, namely, the target public of high school students in Montgomery. A second survey was completed for the secondary public, the Montgomery community. This research verifies adult opinions on donation to non-profits and their knowledge (if any) of Bridge Builders. Each of the survey participants has children who are either in high school, or graduated from high school, making them a credible sample of the community of Montgomery Bridge Builders seeks to reach.

Design According to Developing the Public Relations Campaign by Randy Bobbitt and Ruth Sullivan, a survey is a noun referring to the beginning-to-end process of conducting research. The survey for students and adults consisted of both open-ended questions and close-ended questions. Open-ended questions allowed respondents to use their own words in their answers, while close-ended questions gathered the demographics of the participants. Participants Students A survey was completed by 20 high school students, male and female, grades 9 -12. The student survey consisted of eight questions. The first asked the students to rank skills according to what was most important to them, one being most important and five being least important. Next, students were asked how likely they would be to join a leadership organization they learned about through their school. In the next few questions, students answered if they were a part of an organization on or off campus, and if so which one. Students were then asked what specific incentives would make them join a leadership organization. Subsequently, students were asked who would influence them to join a leadership organization.

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Community Members Five members of the Montgomery community, male and female, completed their respective survey. The adult survey consisted of seven questions. The first asked how many children they have and whether or not those children attend or have completed high school. Adults were asked in their survey whether or not they regularly donated to a non-profit organization or charity. Next, participants were given a choice of several organizations and answered which of them they would be more likely to donate to. Procedure The survey for high school students and adults was done as convenience sampling: participants knew the researchers personally and agreed to complete the survey truthfully. Additional research of high school students, such as focus groups or interviews, is not critical at this point. They were administered the survey through SurveyMonkey.com, and results were anonymous. More research concerning the Montgomery community may be helpful, as a large sample size of participants to survey was not available to researchers.

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Primary Strategic Recommendations Goals Goal #1 To raise awareness in the Montgomery community about Bridge Builders as a credible organization. Goal #2 To spark an interest among high school students in the Montgomery area to participate in Bridge Builders. Goal #3 To expand Bridge Builders statewide by 2012 and use the Bridge Builders’ strategic plan as a guide (See Appendix N).

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Priority of Goals The goals are listed in order of priority. The primary goal is awareness and is directly connected to participation and support; if the community is unaware of Bridge Builders, they will be unable to participate. Secondly, without an expressed interest among high school students, Bridge Builders would not exist. To expand Bridge Builders to a statewide organization is the third priority because expansion cannot be made possible without awareness, participation and interest. Resources One of the most lacking resources for Bridge Builders is staff. The program director, Joshua McFall, is the only full-time employee and is responsible for recruiting, planning and implementation. A second issue is with regards to the budget. The entire budget is derived from donations and grants from generous sponsors. These issues can be alleviated by using specific tactics described in this proposal. Objectives Objective #1 To raise awareness, specifically to create interest about Bridge Builders among the Montgomery community to increase donations by 40% in the next year. Mission This objective directly lines up with Bridge Builders’ mission statement, “to develop among high school students a group of future leaders who can lay aside individual, social, cultural, and economic differences and work for the benefit of all.” There must be community awareness in order to uphold the mission, because responsiveness and knowledge of Bridge Builders will feed directly into participation. The mission statement requires participation to be realized. Opportunities Raising awareness and creating interest in the Montgomery community responds to the issue of Bridge Builders lack of funds to expand. When the community becomes aware of Bridge Builders, they can take the next step to gaining a knowledgeable understanding of Bridge Builders’ mission and, optimistically, become donors. Publics The objective is focused on the Montgomery community members, businesses and possible donors.

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Measurability Awareness and subsequent donations are measurable because the amount of money given annually can be compared to previous years. If there is an improvement in the number of donations, it is likely because the public is more aware and willing to contribute to the organization. Time Frame The first objective is to be achieved before the next fundraising event. As more people become aware of Bridge Builders prior to the event, the probability of donations and attendance is higher. Challenge Like any task that is complex and time consuming, creating awareness in the community will be challenging and ongoing. Attainability Although there are obstacles and strategies must be followed, creating awareness is attainable for Bridge Builders. As the primary objective, it is necessary for the public to become aware of the organization, express interest and contribute. If these factors fall in place, Bridge Builders’ mission statement can reach its full potential and the organization can expand. Objective #2 To have an effect on acceptance, specifically to maintain a positive attitude about Bridge Builders for parents or guardians of high school students before the next recruiting event. Mission This objective is ultimately linked to Bridge Builders’ mission statement because the general vision of the organization is to train and create leaders among high school students; in order for the students to go through the program, they must have the consent of their parents. Opportunities Maintaining positive attitudes of parents and educating them about the program will enable Bridge Builders to develop an understanding prior to recruiting events. Publics This objective primarily focuses on parents of high school students in Montgomery.

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Measurability Attitudes are difficult to measure, however results can be found using traditional methods such as surveys and focus groups. Time Frame Using different tactics, it is hoped that Bridge Builders will maintain a positive attitude among the parents of high school students before the next recruiting event. Challenge It will be challenging to reach the parents of all prospective participants. However, using representatives and Bridge Builders’ positive reputation, the organization should see a positive reaction from parents. Attainability To maintain a positive attitude among a key public is realistically attainable and should be a priority. Objective #3 To have an effect on action, specifically to increase participation in Bridge Builders among high school students by 30 percent before the application period. Mission The mission “to develop among high school students a group of future leaders who can lay aside individual, social, cultural, and economic differences and work for the benefit of all” is unattainable without the participation of students. Opportunities The participation of high school students will prompt community awareness and support. Publics The primary public of the organization is high school students; Without them, there would be no need for Bridge Builders. Measurability This objective can be measured by tracking the number of applications turned in to the campus representatives.

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Time Frame It is important to make high school students aware of Bridge Builders before the application period in order to gain more participants and support among peers. Challenge Gaining the interest and acceptance of teens can be a difficult task. However, as the program grows, so will its recognition and acceptance. Attainability The growth of Bridge Builders is realistically attainable. Each year the number of participants grows and will continue to grow with increased awareness and support.

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Tactics Objective #1: To raise awareness, specifically to create interest about Bridge

Builders among the Montgomery community to increase donations by 40 percent in the next year.

Strategy #1: Create awareness in the Montgomery community using various media to inform and spark interest in the program. Rationale: Eighty percent of the adults surveyed from Montgomery were unaware of Bridge

Builders. It is hoped that by using the tactics below, more members of the community will become aware of the benefits Bridge Builders has to offer not only to the participating youth, but though the community service aspect of the program.

Tactic #1: Produce a newsletter

that targets not only students and their parents, but also local businesses and past donors. The current newsletter serves to recruit students and provide information to their parents. We understand that additional brochures are an added cost and have been unnecessary in the past; the newsletter will be sent online and will require not printing or postage charges. The updated newsletter will also provide a means to donate to Bridge Builders with more information about ways to support the organization.

Tactic #2: Use meaningful press releases

that present Bridge Builders as a credible and appealing organization. We propose quality over quantity for press releases in order to establish credibility with media outlets. It is pertinent that Bridge Builders focuses on highlighting upcoming events and distributing press releases only when appropriate. If sent too frequently or without substance, press releases become irrelevant and overlooked (See Appendix G).

Tactic #3: Create a page on Wikipedia

that represents the organization accurately and has appropriate links. There currently is no Wikipedia listing for Bridge Builders. Although disregarded as an academic reference, Wikipedia is one of the largest online reference tools available and is used constantly by all demographics of people. The information submitted needs to be honest and accurate and should not be used as an advertisement or it will not be approved by Wikipedia (See Appendix H).

Strategy #2: Increase donations from current donors and encourage donations from other members of the Montgomery community.

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Rationale: In 2009, $133,282 was donated to Bridge Builders by community donors. The principle means of funding for Bridge Builders comes from donations. It is important to use fundraising efforts, such as events, in order to encourage the Montgomery community to continuously support the program. The following tactics are aimed at creating awareness and requesting support.

Tactic #1: Modify fundraising dinner into a “Gala” that includes families, donors and the Montgomery community. The previous dinner event was formal and only targeted a specific group of individuals as key donors. With the new event, a broader range of publics will be in attendance and money will be raised via the various aspects below (See Appendix I).

Aspect #1: Venue – The location of the event will have little to no cost if held at a participating high school, community center or park. This will also help change the atmosphere and feel of the event from posh to family and community friendly. Aspect #2: Food – The food could be donated from local businesses rather than being catered from the country club at the cost of Bridge Builders. Food will be included in the ticket price. Another option to raise money is selling drinks separately and not included with the dinner. If not enough food is being donated, some money will be budgeted for additional food and drinks. Aspect #3: Auction – A silent and live auction will be the chief means of fundraising in addition to ticket sales. The live auction will feature items donated from students, parents, community sponsors, businesses and other organizations such as churches. These items can range from a student babysitting for a night to autographed memorabilia. The silent auction will be themed baskets sponsored by businesses, students, high schools or individuals. For example, one of the high schools may choose to support the event by asking teachers to donate spa items under $5. Say 10 teachers bring in items for the basket. That is a $50 spa gift basket that can be started at that amount and likely will sell for much more at no cost to Bridge Builders. Aspect #4: Student involvement – Bridge Builders participants will be responsible for running the event. Tasks will include selling and receiving tickets, serving food, running games, soliciting donors and sponsors and anything needed to help the event run smoothly without hiring outside help. Certain students will be selected to give a testimonial speech during the live auction in between items. This will have an emotional appeal to those in attendance and help to encourage participation, support and donations. Aspect #5

: Invitations – Invitations will be sent to parents and other community members via postcard to cut costs. However, past significant donors should receive more formal invitations explaining the new Gala event (Invitation in Appendix I).

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Aspect #6

-individual adult (includes meal ticket)

: Ticket sales – Tickets will be available prior to the event for a lower price and will be categorized into the following categories:

-individual student/child (includes meal ticket and 4 game tickets) -family/group tickets (family/group of 4- includes 4 food tickets, 16 game tickets and one raffle ticket) -raffle ticket (sold prior at the door – flat screen Television or iPod) -game tickets (also sold separately at event - $1 per ticket)

Aspect #7

: Games – There will be a “kid zone” set up outside with inflatables and carnival games run by the students. For example: a cake walk, dunking booth, ring toss, basketball, corn hole, etc. Each game would cost 1-2 tickets depending on the activity. Prizes would be inexpensive and would pay for themselves with ticket sales.

Tactic #2: Commence letter writing campaign to gain donations from friends and family. Program participants will be required to send a minimum of 20 personalized letters asking for support. The letter will explain what Bridge Builders does and request donations. To accomplish this task, the following aspects can be implemented (See Appendix J).

Aspect #1: Host letter writing event – This could be a variation of the lock-in that already takes place. Students will experience fun and fellowship and will be able to help each other with compiling support letters to send to friends and family. Aspect #2

: Contest – The students will also compete with each other to get the highest number of donations. This is to make it fair for all students putting forth effort to contribute to the campaign. The winner will receive something that appeals to teenagers (such as an iPod or cash). A healthy competition will entice many to participate with greater effort.

Objective #2: To have an effect on acceptance, specifically to maintain a positive attitude about Bridge Builders for parents or guardians of high school students before the next recruiting event. Strategy #1: Attract parents or guardians of prospective Bridge Builders participants to accept the program and its mission. Rationale: For the majority of the program, the participants of Bridge Builders are minors.

According to United States law, all minors who are under the age of 18 must have a legal guardian unless otherwise specified by state government. For this reason, parents and guardians are influential to Bridge Builders because they are the authoritative figures of prospective students. They are responsible for the well-being of their student and subsequently influential to the organization.

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Tactic #1: Incorporate a monthly feature story

to highlight student participants and their personal experiences in the program. Each month a participant will be selected by the staff of Bridge Builders to tell a story of a specific experience, moment or event in which that student participated or explain what Bridge Builders means to them. The student will be filmed briefly and a short feature article will be written about that specific student. These stories will be published using various media including the Bridge Builders blog, Web site, Facebook fan page, newsletters, fundraising letters and fact sheets.

Tactic #2: Distribute fact sheet

to educate and inform parents or guardians about Bridge Builders. The Bridge Builders fact sheet will cover the history of the organization, FAQs, current events and possibly a feature story. Through reading the fact sheet and gaining a better understanding of Bridge Builders and its mission, positive attitudes of parents and guardians will be achieved or reinforced (See Appendix K).

Strategy #2: Reinforce positive attitudes of parents of current Bridge Builders participants. Rationale: Because Bridge Builders is successful and has adequately proven itself as an

established leadership organization for high school students, the parents and guardians of the students of current and past participants are able to witness the effects that Bridge Builders has on their children. This leads to positive attitudes toward the organization and its mission. Bridge Builders plans to continue to reinforce that attitude and can be aided with the following tactics.

Tactic #1: Develop a YouTube channel

to post videos of student interviews, events and promotional material. Because YouTube receives millions of hits per day, the site is a powerful medium that can be used to further expand Bridge Builders. Video interviews of current and past participants, events such as lock-ins, letter writing parties and the junior and senior retreats will be filmed, edited and posted on YouTube. A link to the YouTube channel will then be sent out and made available to parents of current participants through other media channels (See Appendix L).

Tactic #2: Launch an official Bridge Builders blog

that will be used to raise awareness, recruit students and display events that are hosted by Bridge Builders. A blog will be created and parents of current participants will be encouraged to visit it regularly in order to stay informed about current events for the organization. The blog will incorporate events, features and highlights, the Bridge Builders digital newsletter, general information, the application process and ways to donate. It will be updated at least once per week by a staff member at Bridge Builders or by a current participant who exhibits responsibility and computer skills. The Bridge Builders blog will focus on stories and experiences of current events, features and highlights from current students, general information and promotional material.

Objective #3: To have an effect on action, specifically to increase participation in Bridge Builders among high school students by 30 percent before the end of the year.

25

Strategy #1: Gain awareness of Bridge Builders with high school students not participating in the program. Rationale: There are currently 138 students participating in Bridge Builders from 24 schools. At

the conclusion of the program year, there will be 70 graduates. It is necessary to maintain the support of existing participants, recruit students from current high schools as well as recruit students from new high schools.

Tactic #1: Decorate a bulletin board

at each high school in the Montgomery area. This will spark interest in students not currently participating in the program and remind current participants to promote Bridge Builders to their peers. Bulletin boards are in all schools and are a way to introduce and reinforce Bridge Builders at each school. These bulletin boards will have more information about how to get involved and will have appealing design with contemporary graphics (See Appendix M).

Tactic #2: Schedule a local radio station to host a broadcast

with a staff member (Josh McFall) and current student participant. The broadcast would entail an interview with the student and staff about Bridge Builders, its mission and student anecdotes. The broadcast would be sponsored by a well-known and popular radio station. This broadcast would reach a mass audience and is a chance for Bridge Builders to show character and gain membership.

Strategy #2: Encourage participation of students from different demographics. Rationale: There are currently 45 males and 93 females participating in Bridge Builders. The

current recruiting program is not attracting enough male participants and is not reaching enough students at certain schools (Trinity).

Tactic #1: Revamp recruiting video

to appeal to male students. Features that attract males need to be added the video such as sports, celebrities and girls. High school aged boys are concerned with being “cool” and will be more likely to get involved if the video paints the picture of a fun and challenging environment that will not negatively affect their popularity.

Tactic #2: Update student and parent brochure

with contemporary graphics and language that appeals to students. Pictures should be updated every year to include current students participating in the program and recent graduates. The jargon of the brochure should also be geared towards teens in order to attract more participants.

Strategy #3: To increase participation of students presently involved with Bridge Builders. Rationale: The student participants are the backbone of the organization. Without students,

there would be no Bridge Builders. Maintaining membership is essential to the existence and prosperity of the organization. Creating an environment in which its members can thrive is important and should not be overlooked.

26

Tactic #1: Construct a Bridge Builders social network (Ning)

to connect members from various schools. This network will allow participants to communicate with each other in a safe environment and will be used for promotion and support. It will be an exclusive site for Bridge Builder participants to connect with past and current members. This will create a sense of unity and exclusivity for the group because they are the only members of the network. It can also be used to update members on current events and give information about meetings and programs.

27

Secondary Strategies Message Source Josh McFall, the Bridge Builders program director, is the main message source for the organization. Credibility McFall is a valuable spokesperson because he has extensive knowledge of Bridge Builders. He has been at Bridge Builders since the chapter was created three years ago and his knowledge allows him to honestly answer any questions from parents, students and donors. Bridge Builders’ publics recognize that his position grants him a great amount of authority within the program and establish him as a credible spokesperson. McFall has the qualifications to be voice of Bridge Builders because of his experience in public speaking as program director and in college. Charisma Not all students in the Montogmery community are familiar with McFall, but he is easily relatable because of his youthful spirit and knowledge of high school students’ issues. McFall can be seen as a non-threatening adult because he is available as a mentor for all students in the program. Control McFall has no direct power over the students, but is a good role model because of his commitment to the program and success in his life. He is as a power figure for the students applying to the program because he reviews all applicants before they are admitted. Message Appeal The key message communicated by Bridge Builders spokesperson is to high school students to gain their participation in the program and to the Montgomery community to gain their financial support.

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Rational Appeal According to the Advertising Glossary, rational appeal is “marketing appeals that are directed at the consumer’s practical, functional need for the product or service.” Bridge Builders’ message uses rational appeal because of its simplicity and conciseness. The message features a contribution to societal values: Bridge Builders helps students become leaders. This message has clear benefits, appealing to the audience’s rationale. As rational appeal depends on arguments, the spokesperson for Bridge Builders will provide examples, statistics and testimony within the message to placate this need.

Emotional Appeal Some of the audience will respond better to emotional appeal, a message designed to stimulate one’s emotions, rather than the practical or impractical. Bridge Builders’ message responds to this need in its very nature; the organization is based on compassion. Not only will the rational appeal of the spokesperson’s message be convincing to achieve participation from students and donations from the community, the emotional appeal reveals the heart-strings of Bridge Builders.

Verbal and Nonverbal Communication

Verbal Communication

Message Structure The message is portrayed in the tactics of the campaign and directly correlates with Bridge Builders’ mission statement. Because Bridge Builders contributes to the development of high school students and the message is clearly stated, the tactics presented should be welcomed and accepted by the Montgomery community. Clarity We hope that our publics find our message clear and easily understandable. Power Words “Developing ordinary youth into extraordinary leaders” The words used are impacting, motivating and meaningful. The slogan of the organization is bold and straightforward and accurately describes the mission.

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Ethical Language Nothing about the message of Bridge Builders is pretentious, exaggerated, misleading or dishonest. The program is geared toward students from various backgrounds and socio-economic classes and the message is applicable and easily understood by all. The main idea of Bridge Builders states the intentions of the organization and nothing more. Every event, program and leadership quality that is initially presented in the mission statement is honestly and effectively carried out through the course of the program.

Nonverbal Communication

Through its logo, apparel, videos and graphics Bridge Builders leaves a lasting impression on the community of Montgomery. The symbolic clothing is available to the students who participate in the program resulting in the organization being represented and publicized regularly and by students.

30

Evaluation Methods Objective #1: Awareness To raise awareness, specifically to create interest about Bridge Builders among the Montgomery community to increase donations by 40 percent in the next year. The newsletter that will be distributed to the Montgomery community will create a constant information flow to the desired publics. Awareness can be measured by the quantity of newsletters sent to households or email addresses. The newsletter’s success may be evaluated by any increase in donations because of the community’s better understanding of the program obtained through the newsletter. Press releases and other information released to the media can be measured by the number distributed and by the number of media outlets that pick up the stories. The amount of media impressions can be found by determining the volume of readers/watchers of the medium through which Bridge Builders’ information was publicized. Wikipedia is a "free, Web-based, collaborative, multilingual encyclopedia project supported by the nonprofit Wikimedia Foundation” (New York Times). Having a Wikipedia page will be an additional method to distribute important information to the public. With more than 6 million articles, Wikipedia has generated influence since it was founded. As the public becomes more curious about Bridge Builders, this influence will quickly spread to those who trust Wikipedia. The modified fundraising dinner’s impact on awareness can be evaluated by simply counting the number of invitations sent. These invitations will maintain and increase the public’s awareness about Bridge Builders, whether or not they choose to attend. The dinner’s impact on acceptance can be evaluated by the amount of people who attend the gala. The individuals who respond to the invitations and attend the gala have expressed their acceptance of Bridge Builders as a beneficial program to the community. The donations collected as a result of the gala are a way to evaluate the public’s actions towards helping Bridge Builders. An increase or decrease in donations at the event would be directly correlated with the gala’s success. The amount of donation responses received from the letter writing campaign will measure its success. Cost of envelopes, printing, postage and other costs can be deducted from the amount raised as a result of the campaign. Program participants and advocates will send at least 20 personalized letters to friends and family asking for donations. Awareness can be measured by counting the number of letters sent to valid addresses. Because there are 138 students participating in the program, a minimum of 2,760 letters could be sent. Even if only 50 percent of the recipients responded and each donated $20, Bridge Builders would still raise $27,600.

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Objective #2: Acceptance To have an effect on acceptance, specifically to maintain a positive attitude about Bridge Builders for parents or guardians of high school students before the next recruiting event. Awareness generated by monthly feature stories posted on the Bridge Builders’ Web site, Facebook fan page and blog can be evaluated by the number of hits the Web site and blog receive, and the number of fans and fan interactions on the Facebook page. Distribution of a fact sheet to the public and media will generate awareness. However, this tactic may also cause an increase in word-of-mouth in those who receive it. The implementation of a YouTube channel can be easily evaluated by counting the number of times the video is viewed. Not only can video views by counted, but YouTube channel page views can be measured as well. The success of the blog can be measured by the number of followers, page views, comments on the posts and the number of times blog entries are reposted on other sites such as Twitter. Objective #3: Participation To have an effect on action, specifically to increase participation in Bridge Builders among high school students by 30 percent before the end of the year. The bulletin board can be evaluated by measuring the number of students at each high school where a bulletin board was placed. Ideally, every student in the school will see the bulletin board at least once. Many students will see the bulletin board daily causing an interest in the program and better understanding during the Bridge Builders’ presentation at their school. Radio station broadcast impressions are determined by the amount of listeners the particular radio station has at the time of day the broadcast occurs. Individual interviews can be conducted to determine the male’s acceptance of the revamped video. Though it may not inspire each male to join, their acceptance is necessary for other students to desire to participate. Because the revamp is aimed specifically towards males, their actions can be evaluated by the increase or decrease in the number of males that join after seeing the video. The impact of the new brochure can be evaluated by counting the number of individuals it is distributed to. A social network (Ning) for Bridge Builders is another way to measure awareness. This can be evaluated by the number of hits the Web site gets. Acceptance of the social networking site can be measured by counting the number of members who join the network. The networking site is useful because Bridge Builders not only knows how many people join the network, but also has access to their names and information.

32

Limitations Throughout the course of completing our campaign for Bridge Builders, we have experienced certain limitations that had some effect on our campaign, but did not deter us from working to the best of our ability with what resources we had. FourM had difficulties compiling this campaign for reasons such as work load, other class responsibilities and lack of people. Because this campaign has been completed on a time schedule according to PRCM 4090 due dates, FourM was limited in our ability to complete every section with excellence. Fortunately we were able to overcome this limitation because after each section was completed and turned in, our professor, Dr. Waters, allowed us an opportunity to correct our mistakes and work towards perfection before submitting a final proposal. All of FourM’s members are fulltime students which made it difficult to devote 100 percent of our focus to this campaign. Alleviating responsibilities arising from other classes would have allowed us to complete this campaign more effectively and efficiently. The final limitation we experienced among the group was a lack of staff. FourM consisted of four members, if we had one or two more members on our campaign team, jobs could have been delegated more specifically and the work load would not have been so immense. In addition to limitations we experienced within our team, we also had limitations from Bridge Builders as an organization. For example, Bridge Builders only has two fulltime staff members. The Bridge Builders office is located in Montgomery, which is 45 minutes from Auburn Lastly, and possibly the largest limitation is the organization’s budget. Without the funds to pitch an effective campaign, Bridge Builders is limited in their abilities to promote. FourM has created an awareness and fundraising campaign for the organization at no charge, which eliminates much of the budget limitation. However, even now that the campaign has been completed, Bridge Builders might still be limited by the amount of money the organization possesses to put on or host the fundraising events. Our main focus while compiling this campaign was to create awareness by presenting tactics such as events that Bridge Builders can host that will not require a large amount of money up front, and will hopefully bring in money while raising awareness.

33

Conclusion It is now the responsibility of Bridge Builders to implement, monitor and measure the effectiveness of the goals, objectives and tactics presented in this campaign. To effectively carry out this campaign, we suggest the organization hires two or three interns to perform these duties. The intern positions do not need to be paying positions. They should be skilled in areas of public relations, media, design, leadership and, if possible, finance and budgeting. It is necessary to hire interns who are eager to learn, to help and are passionate about the mission of Bridge Builders. The strategies and tactics stated in this campaign are specific and detailed and will produce benefits for the organization if implemented. FourM has confidence that Bridge Builders can make this awareness and fundraising campaign a reality.

34

Works Cited Bobbitt, R., & Sullivan, R. (July 2008). Developing the Public Relations Campaign: A Team-Based Approach (2nd ed.). Allyn & Bacon, Inc.

Bridge Builders. (n.d.). Retrieved March 10, 2010, from Central Alabama Community Foundation website: http://www.cacfinfo.org/mgmbridges/

St. Jude Children's Hospital. (2010, April 7). Wikipedia. Retrieved February 13, 2010, from http://en.wikipedia.org/wiki/St._Jude_Children's_Research_Hospital

March of Dimes. (n.d.). YouTube. Retrieved March 8, 2010, from http://www.youtube.com/user/MarchofDimes

Cohen, N. (2010, April 13). Wikipedia. The New York Times. Retrieved from http://www.nytimes.com/ info/wikipedia/

35

Estimated Budget Tactic Price per

Unit Units

Projected Total Cost per Item

Total Cost Vendor

Newsletter Delivery

$0

2,000

$0

$0

N/A

Press Release Delivery

N/A

Southeast

$415

$415

PR News Wire (Membership=$195)

Wikipedia Page Development

$0

N/A

$0

$0

N/A

Gala Venue Food Drinks Auction Staff Invitations Printing Postage Tickets Printing Games Prizes Inflatables

$0 $4.22 $2.50 (12) $0 $0 $0.24 $0.28 $0.05 $9.99 (5o) $400

- 1,250 500 - 138 2,500 2,500 1,250 10 2

$0 $5,283.65 $1,250 $0 $0 $623.62 $392 $74.09 $99.90 $800

$8,523.26

Chappy’s Deli Walmart Service Printing USPS Service Printing Oriental Trading Brendle Rentals

Letter Writing Campaign Printing Postage Lock-in Pizza ipod (prize)

$0.83 $0.44 $5 $199

2,760 2,760 138 46 1

$2,290.80 $1,214.40 $230 $199

$3,934.20

Service Printing USPS Little Cesar’s Apple.com

Feature Story Delivery

$0

-

$0

$0

N/A

Fact Sheet Printing

$0.93

1,000

$930

$930

Service Printing

YouTube Development

$0

N/A

$0

$0

N/A

Blog Development

$0

N/A

$0

$0

N/A

Bulletin Board Supplies

$5

12

$60

$60

Walmart

Radio Broadcast Sponsorship

$0

N/A

$0

$0

N/A

Recruiting Video Production

$200

1

$200

$200

Auburn Student

Brochure Printing

$0.27

2,500

$677.28

$677.28

Service Printing

Social Network Development

$0

N/A

$0

$0

N/A

BUDGET TOTAL: $14,739.74

36

Vendor Information Brendle Rentals 485 Eastern Boulevard Montgomery, AL 36117-2211 (334)279-7368 www.brendlerentals.com Apple 1-800-MY-APPLE www.apple.com USPS 135 Catoma Street Montgomery, AL 36104 1-800-ASK-USPS www.USPS.com Service Printing Co P.O. Box 9073 -36108 1644 Terminal Road -36108 Montgomery, Alabama (334)269-0058 www.serviceprintingco.com Oriental Trading Company P.O. Box 2308 Omaha, NE 68103-2308 1-800-348-6483 www.orientaltrading.com Walmart 851 Ann Street Montgomery, AL 36107 (334) 223-7177 www.walmart.com Little Cesar’s 3004 Mcgehee Road Montgomery, AL 36111 (334) 288-1515 www.littlecaesars.com Chappy’s Deli 334-279-1226 8139 Vaughn Road Montgomery, AL 36116 www.chappysdeli.com

37

Schedule of Tactics

~ September 2010 ~ Sun Mon Tue Wed Thu Fri Sat

1 Update & send online newsletter

2 Create & send press release on school year beginning & recruiting process of BB

3

4

5

6 Begin drafting BB Wikipedia page

7 Draft & edit Wikipedia page

8 Final touches & publish BB Wikipedia page

9

10 Purchase supplies for BB bulletin board

11

12

13 Create bulletin board at 3 schools


15 Write and post feature story

16

17

18

19

20 Launch official BB Blog



23

24

25

26

27

28

29

30

Notes: Interview participant for monthly feature before Wed the 15th

Work on BLOG to be launched Mon 20

38

~ October 2010 ~ Sun Mon Tue Wed Thu Fri Sat


2

3

4 Draft & edit fact sheet

5 Print & prep fact sheet to be mailed

6 Mail fact sheet to parents of participants

7

8

9

10

11 Update BB blog

12

13

14 Prep for letter-writing party, supplies & set up

15 Order pizza for event 7p.m. participants arrive for LETTER WRITING & LOCK-IN EVENT

16

17

18 Call radio station and schedule broadcast

19


21

22

23

24

25 Develop YouTube channel w/ clips from event

26

27

28

29

30

31

Notes: Interview participant for monthly feature before Wed the 20th Work on social network site

39

~ November 2010 ~ Sun Mon Tue Wed Thu Fri Sat


2

3

4

5

6

7

8 Update BB blog

9

10

11

12

13

14

15 Film recruiting video


17 Film recruiting video Write and post feature story



20

21

22

23 Update YouTube channel

24

25

26

27

28

29

30

Notes: Interview participant for monthly feature by Wed the 17th Work on social network site

40

~ December 2010 ~ Sun Mon Tue Wed Thu Fri Sat


2

3

4

5

6 Work on and edit brochures

7 Work on and edit brochures

8

9 Launch BB social network

10

11

12

13 Update BB blog Print new brochures

14


16

17

18

19

20


22

23

24

25

26

27

28

29

30

31

Notes: Interview participant by Wed 15

41

~ January 2011 ~ Sun Mon Tue Wed Thu Fri Sat


2 Create & send press release quoting last year’s numbers

3

4

5

6

7

8

9

10 Update BB blog

11

12

13

14

15

16

17

18


20

21

22

23

24


26

27

28

29

30

31


42

~ February 2011 ~ Sun Mon Tue Wed Thu Fri Sat


2

3

4

5

6

7

8

9

10

11

12

13

14 Update BB blog

15


17

18

19

20

21


23

24

25

26

27

28


43

~ March 2011 ~ Sun Mon Tue Wed Thu Fri Sat


2

3

4

5

6

7

8

9

10

11

12

13

14 Update BB blog

15


17

18

19

20

21

22 Create & draft press release

23 Edit & send press release to PR News Wire

24

25

26

27

28


30

31


44

~ April 2011 ~ Sun Mon Tue Wed Thu Fri Sat


2

3

4

5

6

7

8

9

10

11 Update BB blog


13

14

15

16

17

18

19


21

22 Prep for Gala

23 Set up for Gala

24 Final touches on Gala prep 5-8 p.m. Fundraising GALA

25 Create & send press release a/b Gala success

26

27

28

29

30

45

~ May 2011 ~ Sun Mon Tue Wed Thu Fri Sat

1


3 Update YouTube channel w/ clips from gala

4

5

6

7

8

9 Update BB blog

10

11

12

13

14

15

16

17


19

20

21

22

23

24

25

26

27

28

29

30

31


46

~ June 2011 ~ Sun Mon Tue Wed Thu Fri Sat


2

3

4

5

6

7

8

9

10

11

12

13 Update BB blog

14


16

17

18

19

20


22

23

24

25

26

27

28

29

30


47

High School Student Survey Questions

1. Of the following, what skills are the most important to you? Rank them from 1 to 5, (1 being most important and 5 being least important)

2. How likely would you be to join a leadership group that you learned about through your high school? 1 being very likely and 5 not likely at all.

3. Are you currently a member of any leadership organization on or off campus? Yes or no.

4. If yes, what organization?

5. If you chose (or have chosen) a group to join outside of school and sports, what would make you (or made you) want to join? (examples: fun, food, leadership opportunities, community service, resume building...)

6. If you chose (or have chosen) a group to join outside of school and sports, what would make you (or made you) want to join? (examples: fun, food, leadership opportunities, community service, resume building...)

7. Are you male or female?

8. What grade are you in?

48

High School Student Survey Results

1. Of the following, what skills are the most important to you? Rank them from 1 to 5, (1 being most important and 5 being least important)

1 2 3 4 5 Rating Average

Response Count

a. Leadership skills ____ 15.0% (3) 25.0% (5) 30.0% (6) 15.0% (3) 15.0% (3) 2.90 20

b. Social skills ____ 35.0% (7) 15.0% (3) 15.0% (3) 25.0% (5) 10.0% (2) 2.60 20

c. Communication/public

speaking skills ____ 25.0% (5) 25.0% (5) 5.0% (1) 25.0% (5) 20.0% (4) 2.90 20

d. Technological skills ____ 5.0% (1) 25.0% (5) 35.0% (7) 25.0% (5) 10.0% (2) 3.10 20

e. Street smarts/common

sense ____ 35.0% (7) 10.0% (2) 10.0% (2) 20.0% (4) 25.0% (5) 2.90 20

2. How likely would you be to join a leadership group that you learned about through your high school?

1 being very likely and 5 not likely at all.

Response Percent

Response Count

1 15.0% 3

2 40.0% 8

3 20.0% 4

4 25.0% 5

5 0.0% 0

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3. Are you currently a member of any leadership organization on or off campus? Yes or no.

Response Percent

Response Count

Yes 45.0% 9

No 55.0% 11

4. If yes, what organization?

1. BSA

2. anchor club, jr. arts.

3. opelika theatre society, helping hands for haiti - i think those count...

4. FBLA

5. Student Council, United Way

6. Rotary Youth Leadership Award; United Way of Madison County

7. Help Teach Teakwondo classes to little ones.

8. Junior Arts Association

9. FCA

5. If you chose (or have chosen) a group to join outside of school and sports, what would make you (or made you)want to join? (examples: fun, food, leadership opportunities, community service, resume building...)

1. group prestige, members

2. fun

3. friends, and just being involved in fun things like theater and showchoir.

4. resume building, just something fun to do with friends, there is a dance for all jr. arts members, community service,and i love leading.

5. fun, community service

6. i think it would be the opportunities i'd get to do while in the group, & the things i would learn in there.

50

7. all of the above - and jordon andrews/ john beatty

8. Interest

9. Fun, community service hours, friends join, something I'm interested in or passionate about

10. friends, community service, resume building

11. resume building; leadership opportunities; to meet other people

12. I am in the theatre society, showchoir, and i power tumble at OTT. I love singing, acting, dancing, and being active. Plus, i love meeting new people.

13. a chance to compete and have fun with friends.

6. If you chose (or have chosen) a group to join outside of school and sports, what would make you (or

made you)want to join? (examples: fun, food, leadership opportunities, community service, resume building...)

1 2 3 4 5 6 Rating Average

Response Count

a. Teachers 25.0% (5) 45.0% (9) 15.0% (3) 0.0% (0) 5.0% (1) 10.0% (2) 2.45 20

b. Athletes/celebrities 15.0% (3) 20.0% (4) 30.0% (6) 15.0% (3) 10.0% (2) 10.0% (2) 3.15 20

c. Business professionals 10.5% (2) 10.5% (2) 47.4% (9) 21.1% (4) 5.3% (1) 5.3% (1) 3.16 19

d. College students 25.0% (5) 25.0% (5) 25.0% (5) 10.0% (2) 10.0% (2) 5.0% (1) 2.70 20

e. Parents 10.0% (2) 20.0% (4) 20.0% (4) 20.0% (4) 20.0% (4) 10.0% (2) 3.50 20

f. Peers 40.0% (8) 25.0% (5) 20.0% (4) 5.0% (1) 5.0% (1) 5.0% (1) 2.25 20

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7. Are you male or female?

Response Percent

Response Count

Male 40.0% 8

Female 60.0% 12

8. What grade are you in?

Response Percent

Response Count

9th 10.0% 2

10th 25.0% 5

11th 50.0% 10

12th 15.0% 3

52

Montgomery Resident Survey

1. Do you have children? If so, how many?

2. Do you have any children who are currently in high school or that have graduated high school?

3. Do you regularly donate to a non-profit organization or charity?

4. If you were to donate to an organization, rate which of these organizations you would be more likely to donate to. 1 being most likely, 5 being least likely.

5. Have you heard of Bridge Builders?

6. If yes, how did you hear about it?

53

Montgomery Resident Survey Results

1. Do you have children? If so, how many?

Response Percent

Response Count

0 0.0% 0

1 20.0% 1

2 0.0% 0

3 80.0% 4

4 0.0% 0

5 or more 0.0% 0

2. Do you have any children who are currently in high school or that have graduated high school?

Response Percent

Response Count

Yes 100.0% 5

No 0.0% 0

I do not have children 0.0% 0

54

3. Do you regularly donate to a non-profit organization or charity?

Response Percent

Response Count

Yes 100.0% 5

No 0.0% 0

4. If you were to donate to an organization, rate which of these organizations you would be more likely

to donate to. 1 being most likely, 4 being least likely.

1 2 3 4 Rating Average

Response Count

Church/Religious affiliation 100.0% (5) 0.0% (0) 0.0% (0) 0.0% (0) 1.00 5

Student/Youth organization 50.0% (2) 0.0% (0) 25.0% (1) 25.0% (1) 2.25 4

Disaster Relief 0.0% (0) 33.3% (1) 33.3% (1) 33.3% (1) 3.00 3

Health/Medical organization 0.0% (0) 75.0% (3) 0.0% (0) 25.0% (1) 2.50 4

Other 0.0% (0) 0.0% (0) 0.0% (0) 0.0% (0) 0.00 0

5. Have you heard of Bridge Builders?

Response Percent

Response Count

Yes 20.0% 1

No 80.0% 4

6. If yes, how did you hear about it? 1 Response - Local newspaper

55

NEWS RELEASE

Contact Information: May 17, 2010 Josh McFall, Program Director FOR IMMEDIATE RELEASE (334) 264-6223

[email protected]

Bridge Builders Montgomery hosts First Community Gala

MONTGOMERY, Ala. – Bridge Builders Montgomery will host its first Gala for families, donors and

the community on May 22, 2010. This event will feature silent and live auctions, delectable food and

enjoyable activities for the whole family.

The Gala will take place at Montgomery high school and advanced tickets will be available at all

participating organizations and schools. This event is a fundraising effort for Bridge Builders

Montgomery, to help pay tuition for the program.

Bridge Builders is a non-profit organization that provides opportunities to high school students

and offers considerable advantages for them, their families and the community. The mission is “to

develop among high school students a group of future leaders who can lay aside individual, social,

cultural and economic differences and work for the benefit of all.”

Bridge Builders’ goal is “to help ordinary youth find their voice, experience their power and

build positive relationships to do the extraordinary.”

For additional information about the upcoming Bridge Builders Gala or to inquire about any

other information about the program, please go online to www.mgmBridgeBuilders.org or contact Josh

McFall by phone at (334) 264-6223.

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When searching for Bridge builders on Wikipedia, this is the result.

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FACT SHEET

Bridge Builders: At a Glance

“Developing ordinary youth into extraordinary leaders”

• Bridge Builders is a two-year program for high school juniors and seniors • Applicants are chosen in the spring of their sophomore year • Currently, there are 138 students enrolled from 24 public, private and parochial high

schools in the Montgomery area • Gave more than 1,400 service hours from 2007 to 2008 • Bridge Builders is an incubated program of the Central Alabama Community

Foundation and operates as a 501(c)3 organization • Serves the following organizations: MACOA, MANE, Montgomery Zoo, Habitat for

Humanity, Montgomery Humane Society and Father Walter’s Memorial Center for Children with Disabilities

History: Bridge Builders was founded by Rachel Webb Wilson in 1988 in Memphis, Tenn. In 2007, the organization moved to Montgomery where it has served more than 1,500 kids for the past three years. The Montgomery branch began with a generous donation from an anonymous donor in the area who truly believed in the motivation and vision of Bridge Builders.

General Information:

• Location: 434 N. McDonough St., Montgomery, Ala. 36104 • Phone: (334) 264-6223 • Fax: (334) 263-6225

More information about Bridge Builders can be found at www.mgmbridges.org.

#####

Contact: Josh McFall, (334) 264-6223 ([email protected])

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Bridge Builders Board meeting

The Board and staff of Bridge Builders met on August 28, 2008 to discuss key strategic issues for the future of the organization. In attendance were Stephen Black, Melanie Bouyer, Carol Butler, Cheryl Carter, C.T. Fitzpatrick, Libby Fitzpatrick, Millie Houston, Debbie Lynn, Amanda Rainey, Ed Reifenberg, Marti Rice, Stacia Robinson, Toby Roth, Trey Sippial, Jimmy Varnado and Stuart Yelvington. Tom Thompson facilitated the discussion and prepared these notes. Consensus was reached upon the following issues: 1. Current program

• There will be no limit on the number of youth served in the current program. The number served should increase as fast as possible without sacrificing the original intent or the quality of the program. The program is not just for proven leaders but is intended to allow youth who have not yet taken leadership roles to develop relationships with other youth in order to enhance their future leadership abilities.

• Growth should not sacrifice the diverse composition of the group, including racial,

economic, geographic and gender diversity; a balance between students from private schools, public schools, magnet schools and home schooled students; and a balance of students who are proven leaders and students who have not yet taken leadership roles.

• High school juniors in the program must attend the six day summer conference. To give

more flexibility to participants, a second conference should be added as soon as the total number of students warrants.

2. Future Growth.

• No new programs will be added for the next two years. After two years, new programs may be considered.

• For the next two years, BridgeBuilders will focus on strengthening the current program,

targeting students only from the five county River Region.

• In approximately two years when the current program is established as a sustainable model, efforts would begin to replicate the current program in other parts of the state.

• By the end of 2010, Bridge Builders will become an independent nonprofit organization and will seek to establish a strategic alliance with one or more other nonprofit organizations to share administrative functions for efficiency.

3. Funding. Bridge Builders will seek funding from a wide diversity of sources in order to build a stable sustainable funding base. 4. Governance.

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• The BridgeBuilders Board will be composed of 18 to 24 members who represent the diversity of the communities served and who have specific skills and experiences that are needed to fulfill the responsibilities of the board.

• The primary responsibilities of the board members for the next two years are fundraising, preparing to become independent, developing strategic alliances, marketing, and participant recruitment. There will be written expectations of board members.

• The terms of board members will be for two years, and a board member may serve three consecutive terms, after which they would have to be off the board for at least one year before they can serve again. The second and third terms will not be automatic and will be based on the desires of the board member and their performance in previous terms. Current board members will be assigned to terms to provide for a smooth rotation.

• The officers of the board will be a President and a Vice President, with the Vice President serving as the Chair of the Governance Committee. The Vice President will be the next President.

Organization of Board Committees and their Assignments. Near the end of the discussion, it was agreed that there should be six committees of the board to further address all of the issues that were discussed during the day. Attendees volunteered for committees and some other Board members were suggested for committees, as listed below. Ed Reifenberg as Board President will review those who volunteered for committees and will make a final determination of membership for each committee to ensure an appropriate balance on each. As a result, some Board members may be asked to change to another committee. He will also ask someone to chair each committee. This will be completed by September 5. Each Committee will meet by the end of September and will address all of the issues assigned to their committee, as outlined in this report. Each committee will develop a proposed schedule for the completion of all of its activities and will present the status and the proposed schedule to the entire Board for approval at the October 2 Board meeting. Executive Committee 1. The members will be the Chairs of the other five committees, plus the President, who will be the Chair of the Executive Committee. 2. The Executive Committee will work with the staff to develop program policies as needed and provide oversight of the programs. This includes measuring the outcomes of the program, ensuring parental involvement, developing the plan for using college students as counselors in a service learning model, and other program enhancements. 3. The Executive Committee will work with the staff to evaluate potential new programs, such as a program for middle school students, as adjuncts to the current program and make recommendations to the board regarding adding new programs after two years. 4. The Executive Committee will work with the staff to evaluate additional staffing needs and include those needs in the budget to be presented to the board for approval. The Executive Committee is responsible for human resources functions such as approval of job descriptions,

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approval of salary ranges, evaluation procedures, personnel policies and the hiring, supervision and evaluation of the Executive Director. 5. The Executive Committee will work with staff to develop a projected budget for the next three years and will provide to the Fund Development Committee the fundraising requirement for each year. The Committee will work with the staff to develop the detailed budget for each year and present that budget to the board for approval. The Committee will monitor actual financial results on a regular basis. Governance Committee 1. The Vice President of the Board will chair the Goverance Committee. Other possible members are C.T. Fitzpatrick, Tranum Fitzpatrick, Debbie Lynn and Ed Reifenberg. 2. The Governance Committee will direct an ongoing process of recruiting new board members through executing the following steps:

• Evaluate the participation of the current board members to determine if they should remain on the board. For those who should not remain, a committee member will contact them to determine if they want to make a commitment to Bridge Builders and if not, ask them to resign from the board. Those who should remain will be contacted to determine if they want to continue to serve on the board.

• Assign terms to the remaining board members to ensure a smooth rotation

• Determine the number of board positions to be filled

• Assess the board members who remain on the board to determine their skills and

experiences as well as the demographic composition and compare that to the needs of the board to develop what is needed in new board members.

• Seek nominations of prospective board members to fill strategic needs and prioritize the

candidates.

• Coordinate the recruitment of the high priority candidates to fill the available slots.

• Prepare and deliver an orientation for new board members The needs for new board members identified in this meeting are:

• Doers • People with money • People who have access to people or organizations with money • People who have passion and who can motivate others • Business leaders • From other counties • Access to schools • Access to the media

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• Long term Montgomery residents who have a track record of high engagement • City or county representatives • Past Junior League Presidents • Former Bridge Builders participants

3. The Governance Committee will develop plans for the transition to become an independent nonprofit organization. These plans will be based on a decision regarding the best structure for geographic expansion. The program will be replicated in other parts of the state with each program meeting the needs of that area but there are several options for the governance of those other areas. This committee will evaluate the options for governance for geographic expansion and make a recommendation to the board. The options suggested in this meeting are:

1. Each local organization is a separate legal entity 2. Bridge Builders is a statewide entity with one governing board, with local advisory councils in each area 3. A “franchise” model with one statewide organization that does not provide a program in any area but sets policies for and provides support to all areas and each local program is a separate legal entity but must follow the policies of the state organization.

4. The Committee will direct the implementation of the process to become an independent organization. Fund Development Committee 1. Possible members are Toby Roth (Chair), C.T. Fitzpatrick, Daniel Hughes, Amanda Rainey, Stuart Yelverton, Carol Butler and Trey Sippial. 2. The Fund Development Committee will develop a comprehensive plan to raise funds to fully support Bridge Builders for the next three years. This plan will include a broad base of support from diverse sources including corporate, individuals, events, parents of participants, grants, United Way, Junior League, cities and counties. The Committee will direct the implementation of the fundraising plan and ensure the involvement of all board members in raising funds. 3. The Committee will plan the fundraising event for October or early November of this year and based on the results will plan a regular major signature event for future years. Marketing Committee 1. Possible members are Millie Houston, Marti Rice and Jimmy Varnado. 2. The Marketing Committee will develop a comprehensive plan to maximize awareness of the Bridge Builders program throughout the community to increase student participation as well as to increase funding and other support. This plan will include creative ways to appeal to school leadership, students and parents. Recruitment Committee 1. Possible members are Cheryl Carter, Libby Fitzpatrick, Amanda Rainey, Stacia Robinson, Diane Weil, and Anthony Williams.

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2. The Recruitment Committee will coordinate the recruitment of participants in order to maximize growth without sacrificing quality. They will ensure there is an appropriate balance of racial, economic, geographic and gender diversity; a balance between students from private schools, public schools, magnet schools and home schooled students; and a balance of students who are proven leaders and students who have not yet taken leadership roles. Strategic Alliances Committee 1. Possible members are Stephen Black, Debbie Lynn, Sheri McKean, Stacia Robinson and Todd Strange. 2. The Strategic Alliances Committee will develop alliances with one or more other nonprofit organizations to share administrative functions for efficiency. 3. The Committee will develop alliances with colleges and universities to place college students in service learning assignments as counselors for the Bridge Builders program.

Bridge Builders Montgomery

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