Cross Lines Community Outreach Plansbook

8/6/2019 Cross Lines Community Outreach Plansbook

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Team BLUEFlair Agency

• Rachel Anderson• Suzi Barnes

• Lauren Fournier

• Lauren Fulton

• Maggie Kufahl

• Abby Leeper

Statement of purpose

“As a results-driven agency, our mission is to provide creative solutionsusing accurate research, genuine enthusiasm and a professional flair.”



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Cross-Lines, “as many stories asthe people who come here.”-Theresa Swartwood, Director of PR and Marketing,

Cross-Lines Community Outreach



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Executive Summary



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The purpose of this strategic campaign is toincrease the brand awareness of Cross-LinesCommunity Outreach, and to eventuallyincrease the number of new donors andamount of donations in the next year.In order to reach this goal, Flair Agencyproposes three steps: to create, to establishand to maintain the Cross-Lines brand.

The target for this campaign focuses onfour different audiences within the greaterKansas City area: young professionals,

businesses, young mothers and religious- based organizations. After extensive primaryand secondary research, it became clear that

Cross-Lines lacks any recognizable brandidentity in the community. The numberof new donors will not increase without aproper branding campaign. Funding canonly follow after a distinct strategic brandingcampaign has been executed properly, and

brand awareness has increased.

The research conducted for this campaigndemonstrates a great opportunity for growth.New web design and a surge in promotional

activity will attract more people from thegreater Kansas City area to Cross-Lines.

Proposed tactics created to increase brandawareness and eventually inuence donationsinclude: magazine print advertisements,social media advertising, billboard displaysand radio spots. In order for these tacticsto reach their maximum potential, Cross-Lines must rst and foremost re-design andcontinuously maintain the website. This

is mandatory since all advertising directspotential donors to their website.



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List of Figuresand Tables



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F-21 PRINT AD - Charitable Giving

F-22 PRINT AD - Prom Clothing Drive

F-23 PRINT AD - Holiday Giving

F-24 FACEBOOK AD - Nominated by KUMC

F-25 RADIO SCHEDULE

F-26 BILLBOARD - One Step Closer to Op-

timismF-27 ILLUSTRATION - Promotional tote

F-28 ILLUSTRATION - Pen

F-29 ILLUSTRATION - Magnet

F-30 LOGO - Sporting Kansas City

F-31 ILLUSTRATION - Cowtown Marketing before and after screenshot

F-10 LOGO - Cabela’s

F-11 LOGO - Kansas City Chiefs

F-12 GRAPH - Respondents who wish to re-ceive email

F-13 LOGO - Catholic Charities of KansasCity

F-14 SLOGAN - City Union Mission

F-15 LOGO - City Union Mission

F-16 LOGO - Ride to the K

F-17 LOGO - Kansas City Royals

F-18 LOGO - Habitat For Humanity

F-19 LOGO - Salvation Army

F-20 GRAPH - Wyandotte Total Population by Age and Sex

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F-1 MAP - Counties in the greater KansasCity area.

F-2 GRAPH - Percentage of respondents whohave seen Cross-Lines’ logo.

F-3 GRAPH - Percentage of respondentswho plan to donate to a not-for-prot in thenext year.

F-4 PHOTO - Organization’s ofce on theCross-Lines campus.

F-5 LOGO - United Way

F-6 PHOTO - Cross-Lines sign

F-7 PHOTO - Cross-Lines garden with vol-unteer

F-8 PHOTO - Cross-Lines thrift store cloth-ing racks

F-9 GRAPH - Where respondents hear aboutnot-for-prots



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Situation Analysis



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pared the Cross-Lines’ website with that of Catholic Charities of Northeast Kansas, theywould see a much more professional and de-tailed account of who the organization is andwhat they do. Cross-Lines representativesstated, “We don’t use the web as much as we

should,” and conrmed that they are awarethat the site is “not user-friendly.” Online do-nations account for less than three percent of overall donations. Cross-Lines would benetfrom a more polished look and possibly fromutilizing more social media opportunitiessuch as Facebook and Twitter.

sOCIetAL Issues:

Cross-Lines also faces a problem surround-ing donor stereotypes. These stereotypesmake potential donors hesitant to give mon-ey. Swartwood discussed common stereo-types: that homeless, poor individuals aresimply lazy and should get a job. Anotherincludes the idea that Cross-Lines could beserving illegal immigrants. Survey researchproved that these stereotypes are active inthe minds of greater Kansas City residents.Several survey respondents reinforced thesestereotypes. For example, when asked why

they thought there was so much poverty inKC, one respondent stated, “Sometimes peo-ple do not help themselves or work hard.”On our Cross-Lines site visit, staff membersmentioned that these stereotypes have im-pacted the search for new donors.

The organization claims to be very transparentwith spending records and annual reports,

but both are currently unavailable on thewebsite. Both Lindbeck and Swartwood

neW dOnOrs

Cross-Lines would like to see donationsfrom new sources. Lindbeck mentionedthat the under-thirty generation was moreconcerned with fun than money but dem-onstrates strong social community engage-

ment. Lindbeck notes that this age group isnot known for caring much about prestige.The majority of this group, however, doesnot have the nancial resources that oldercurrent donors possess.

Businesses are a difcult target audiencefor Cross-Lines but are sometimes themost worthwhile. Businesses tend to sup-port causes for children. Representatives of Cross-Lines indicated that a child’s face isthe easiest way to sell a potential donor on aprogram and has been successful at getting

businesses to donate for the back-to-schooland Prom Clothing Drive. Other areas, how-ever, still lack adequate funding.

WeBsIte:

Another evident problem that might add tothe lack of donations is the website layout.Cross-Lines accepts online donations, how-

ever, there are inconsistencies in the overallwebsite design. One page states that the non-prot is not currently able to process dona-tions online, yet a “Donate Online” tab andtransaction information is present on anoth-er page. The appearance and copy editing of the overall website appears outdated.

The website presentation might avert po-tential donors from giving due to manage-rial inconsistencies. If potential donors com-

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Key problems were discovered after the ini-tial meeting with Cross-Lines CommunityOutreach’s (Cross-Lines) Executive DirectorRoberta Lindbeck, Director of Public Rela-tions and Marketing, Theresa Swartwood,and Board Chair Tom Larsen. Problematicissues include decreased donations, websiteinefciencies and unexplored target audi-ences.

BrAnd AWAreness

Cross-Lines lacks audience awareness and

brand recognition by people in the greaterKansas City area. Churches are familiar withthe organization and churchgoers serve asthe charity’s “best bet,” with currently 12major contributors, according to a Cross-Lines representative. Survey research, how-ever, has shown that brand awareness andrecognition of the business logo is close tozero.

eCOnOMIC stAte

The current state of the economy has causedall groups to pull back on donations. This has

been noticed in donation amounts and eventattendance (Cross-Lines). In the past, organi-zations were known to purchase entire tablesat the Cross-Lines annual gala, but recenttrends show that only one or two representa-tives from businesses now attend. Organiza-tions simply do not possess the same amountof resources as seen in previous years.



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claim donors can easily be shown exactlywhere funds are going, and that theorganization sends out acknowledgementsfor conrmation. This might be easilyavoided by openly showcasing spendingrecords on the Cross-Lines’ website.

Cli Iomaio

IntrOduCtIOn

Cross-Lines is a not-for-prot organizationas qualied under Section 501(c)(3) of theInternal Revenue Code. The organizationstarted in 1963 by a group of concernedcitizens and ministers to improve the livesof the poor in the local community. Theorganization was incorporated in 1965,

and since that time has provided a dailyassistance for at-risk families, the elderly andindividuals. Its mission is to “provide peopleaffected by poverty with basic services andopportunities that encourage self-condenceand self-sufciency.” (Organization website)The vision statement is: “All people inWyandotte County are empowered to meettheir own needs without the reliance onsocial services,” (Organization Brochure).

LOCAtIOn:Based in Kansas City, Kan., Cross-Linesprimarily targets Wyandotte County, inwhich 19 percent of residents are close to orunder the poverty level (U.S. Census Bureau).

It also provides services to the Kansas Citymetropolitan area as a whole, including bothLeavenworth and Johnson Counties. Theorganization is run on a campus comprisedof ve buildings, with an additional buildingelsewhere that serves as a communitywarehouse.

F-1, MAP: Illustrates the make-up of counties in the greater Kansas City area.



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F-2, GRAPH



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F-3, GRAPH



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history as a religious organization, as well asthe logo, could deter potential non-religiousdonors.

With artistic license, the logo could be al-tered, but the two agree that the brand’s logo

is, “pretty much set.” Swartwood claims thatthe logo successfully encompasses the histo-ry of Cross-Lines, saying, “It describes whatwe do and what we have always done” (SiteVisit at Cross-Lines).

AFFILIAtIOns:

Cross-Lines is afliated with Kansas EastConference of the United Methodist Churchas well as United Way.

United Way is an organization that focuseson supporting children, youth and families.Contributors can donate to United Way inorder to help non-prots, like Cross-Lines,along with other organizations, grow and

better serve their targeted clients. UnitedWay takes donations and distributes them totheir afliates, and they can also choose to in-vest in their afliates. United Way partnerswith 120 agencies to decide where to givefunding, based on certain measurements

and requirements that an afliate must meet.United Way only keeps 17% of donations foroverhead and administrative costs. Theyseek to maximize the money that can be giv-en to organizations and people who need it.(United Way)

PrOgrAMs:

Cross-Lines specializes in four categories of programs, maintained by the organizations

LOgO:

Cross-Lines uses a logo that is intended torepresent crossing boundaries and statelines. The charity provides services for peo-ple in both Kansas and Missouri, as well

as people of all races and religions. Lindbeck and Swartwood claim the logo has remainedthe same ever since Cross-Lines began de-cades ago, and are hesitant to make anychanges.

Although the logo is intended to representcrossing barriers of all kinds, to survey par-ticipants the logo appears to represent across and religious entity. In particular, thetop and bottom parts of the lines crossing,extend out, appearing not so much as a road

but as religious iconography. Cross-Lines’

F-4, PHOTO: Exterior of Cross-Lines CommunityOutreach

F-5, LOGO: United Way



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Breakfasts are served Monday through Sat-urday at the Community Annex. Meals areprepared by Cross-Lines staff and typicallyfeed between 100 and 125 people in a buffet-style setting daily (Class Discussion WithCross-Lines Representatives).

Hot lunches are provided Monday throughFriday each week. This is prepared in theCross-Lines annex.

Cross-Lines Community Annex by variousindividuals and churches that donate bothtime and food. Typically 275-300 peopleare served for lunch. Brown bag lunches areavailable for clients unable to attend the HotLunch program. No one is ever turned away

hungry (Class Discussion).A food pantry provides three to ve daysof free groceries to qualied participants inemergency situations. This is especially help-ful for families who need assistance near theend of the month when money is runningthin.

Groceries are given during a monthly com-modity distribution to the elderly, home-

bound and single mothers with children liv-ing in Wyandotte, Leavenworth and Johnsoncounties.

Also, Cross-Lines has a garden, which yieldsfour tons of food per season. The garden iskept up by volunteers, a few of which theorganization allows to “own” and manage aplot. With the yield from the growing space,that person is able to sell the produce inFarmer’s Markets across the metropolitan

area in order to supplment their income.Food from the garden is used by the kitchen

F-6, PHOTO: Sign outside the Cross-Lines commu-nity garden. Taken on Sept. 23 site visit by LaurenFulton.

Another focus of Cross-Lines is Hunger Re-lief. This program feeds the hungry whilealso addressing the long-term affects of mal-nutrition on children and adults. No one is

F-7, PHOTO: Volunteers working in the Cross-Lines garden. Source: Urban Farming.

turned away from the organization whenhungry and no requirements for assistancemust be met. Cross-Lines distributes ap-

proximately one million pounds of food eachyear through its specic programs.

14 key staff members, as well as daily volun-teers. These include Emergency Assistance,Food Pantry, Hunger Relief and seasonalHighlight Programs (Organization Website).

The Emergency Assistance program requiresthe most funding and a high degree of mana-gerial attention. The program provides fami-lies and individuals with basic necessitiesand assistance with the costs of living. Util-ity and rent assistance is available to familieswho qualify for help. Cross-Lines also workswith the Homelessness Prevention and Rap-id Re-Housing Program (HPRP) on a two-year grant from the government to assistclients quickly to prevent potential home-lessness. These clients must be qualied by

requirements set by the government.

Recipients of Emergency Assistance mustprovide a photo ID, proof of current income(check stubs, SRS or SSI printout), proof of address (bill or mail received within last 30days), as well as one of the following foreach family member: ID, social security card,

birth certicate or vaccination record (SiteVisit).

Showers and laundry facilities are available.Cross-Lines provides a clean pair of cloth-ing for people after they have showered, sothey do not have to put dirty clothes back on.This way, they can stay clean after they haveshowered and be able to wash all of theirclothes during their visit at Cross-Lines. Ad-ditionally, a monitored medicine cabinet isavailable upon need.



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are given a voucher to the Thrift Store whichprovides them with a new outt or schooluniform. In fall 2010 Cross-Lines distributed1,004 backpacks to income-qualied studentsfrom pre-kindergarten to junior college gradelevels (September/October Newsletter).

In the fall, donations are accepted for theChristmas Store. This program, beginningDecember 6, enables specic families andindividuals the ability to “shop” for gifts.While shopping, participants receive a fulloutt, toys for children, household items anda holiday meal complete with a holiday hen.This is seen as a unique program because theprocess preserves the dignity of consumers.The set-up allows parents to choose what

they like, as opposed to being allotted certainitems.

The organization also offers classes to thoseaffected by poverty. The two classes taughtin 2010 were Nutrition and Budgeting. Bothclasses are held in the Community Annexand are taught in both English and Spanish.

The nutrition classes focus on healthy waysto prepare meals. The food made during the

class is sent home with the participants, as isan additional bag of groceries. This providesincentives to attend the class.

The budgeting class is also provided bythe organization. It is a small-setting class,heavily focused on the privacy of individuals.Cross-Lines believes that this class will bevery difcult to gain attendance, as this doesnot offer the same kind of incentives to itsparticipants. (Class Discussion).

of the clothing sold, and even has a full-timeworker who wears only

F-8, PHOTO: Clothing racks at the Cross-Lines ThriftStore. Taken on Sept. 23 site visit by Lauren Fulton.

Thrift Store clothing while in the ofce atCross-Lines. (Site Visit).

Cross-Lines also has Highlight Programs.These are programs that are conductedseasonally.

Early in the year, donations are accepted forthe prom clothing recycling program. Trendydresses and suits/tuxes are distributedfree of charge to the students of six localWyandotte County high schools during thespring prom season. Cross-Lines helps makeprom a special night for teens whose familiesare affected by poverty.

During the summer, donations are acceptedfor the school supply distribution programcalled Kits for Kids. This program givesyouth durable backpacks lled with brandnew school supplies. Additionally, recipients

staff to make breakfast and lunch and isgiven to the food pantry to distribute. Anyleftover food is given to those tending thegarden or sold at the Farmer’s Market for $1a pound (Site Visit).

The third focus of Cross-Lines is the ThriftStore. The store assists low-income familiesin buying needed household items at areduced rate. Thrift Store hours are Mondaythrough Thursday, 9:00 a.m. - 4:30 p.m.;Friday, 9:00 a.m. - 4:00 p.m. and Saturday,9:00 a.m. - 3:00 p.m.

All revenue earned by the Thrift Store goesdirectly to support operation costs andcurrent programs, as the store is operated

by volunteers and all items are donated.The Thrift Store sells household itemsneeded by the average family-- furniture,dishes, clothing, computers, bedding, majorappliances and more. Donations can be madeat the Thrift Store location, as well as theoption for large items to be picked up fromthe house of the donor. Cross-Lines utilizesa moving truck to pick up larger donations.Donors simply make an appointment andvolunteers arrive to pick up larger items such

as refrigerators or pool tables (OrganizationWebsite).

The Thrift Store’s low prices allow clientsto buy more of what they need for less.The Thrift Store only sells clothing that isconsidered wearable-- all donated clothingunt for sale is used in other ways ordonated to other organizations in need. Acomplete outt may be purchased for just$10. Cross-Lines prides itself on the quality



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AddItIOnAL PrOgrAM

InFOrMAtIOn:

Along with its formal programs, Cross-Lines also provides licensed counselors

and referrals to other organizations for job training, mental health services,drug and alcohol treatment and daycare. Cross-Lines does not providedentist appointments, immunizationsor physicals, and does not have doctorson staff. For any programs that Cross-Lines does not provide, staff memberswork with clients to refer them toorganizations that can help with theirneeds.

It is very important to Cross-Linesthat they not duplicate programs andservices that other organizations canprovide. For instance, Cross-Lines isthe only organization in WyandotteCounty that has an annual prom dressdrive. The organization’s theory is thatif no one else has instituted a neededprogram, there is no reason why theyshouldn’t begin one.

Currently, the organization is workingtoward raising a higher level of donations for children’s uniforms.Again, Cross-Lines is the only non-prot organization that provides thisservice. (Class Discussion).

Cross-Lines strives to reach the fulldemand of all clients.

F-9, GRAPH



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VOLunteers:

“Big name” organizations that contributeto Cross-Lines include the Kansas CityChiefs and Cabela’s, a sporting gear outtterlocated in Kansas City. Both the Chiefs andCabela’s donate their time in the kitchen.

Cabela’s hosted a canned food drive outsideits store in Kansas City that beneted Cross-Lines. (Site Visit)

F-10, LOGO: cabelas.com

spent around 70 percent of all funds onprogram expenses (GKCCF), but says thatits most considerable expenses are utilities(September/October Newsletter). In the lastfew years the organization has come closeto, or gone over, their budget consistently

(GKCCF).Lindbeck said that because of the currentstate of the 2010 economy, the organizationhas $10,000 less revenue than in past years.

reVenue And exPenses:

The organization’s total revenue was$937,283 in 2008, while its total expenseswere $960,862-- needless to say, theorganization overspent its budget. Of the

revenue, $449,446 came from foundationand corporation contributions. The topthree funding sources for the organizationin 2008 were $50,000 from the Hall FamilyFoundation, $39,535 from the James NealMiller Family Trust and $25,000 from theSunderland Family Foundation (GKCCF).Cross-Lines prefers contributions to beunrestricted, but will accept funding onlydirected at a particular issue (September/October Newsletter). Donations are acceptedvia Paypal online and postal mail fromindividual donors.

Cross-Lines encourages its donors toparticipate in employer matching giftprograms. Many businesses in KansasCity offer this program. Cross-Lines takesmatching gifts from employers and putsdonations into the general fund, unless it isspecied otherwise (Organization Website).

FundrAIsIng:

Various fundraising events take placethroughout the year.

An annual gala is held at Lake Quivira inOctober. Invitations are sent to all board

members and past donors (including businesses and corporations). This is a formalevent which typically hosts around 300attendees who pay $125 per ticket to attend(Class Discussion). Additionally, to receivefurther donations, silent and live auctionsare held consisting of donated items. Theorganization raised $60,000 during the 2010annual gala. The money raised goes towardsoperational costs of the facility. Cross-Lineshas said they could send out more invitations

for this event, but people are not likely tocome to a formal event for an organizationthat they are not aware of. With increasedawareness, more invitations could be sent,and in turn, a bigger prot could be made.

In the past, a plant sale has been organized inthe early spring months. This typically earnsaround $10,000 per year and is manned byvolunteers. Representatives of Cross-Linessay that word of this event does not reachmany people, which limits donations.

FInAnCes:

The projected revenue for the year 2010 is$1.2 million dollars. (Greater Kansas CityCommunity Foundation) They plan tospend every penny on program expenses,fundraising and needed administrativeexpenses including utilities. In the pastfew years, the foundation has consistently



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PrOMOtIOn MethOds:

Cross-Lines currently promotes itsevents and services through its website,newsletter, event calendar and two

appeal letters that are sent out bi-annuallyto anyone associated with Cross-Lines, including volunteers or donors.People are also exposed to Cross-Linesthrough churches and events where theorganization is present with its display

board (Site Visit).

A volunteer of the organization recentlyproduced a DVD to showcase some“success stories” of people that Cross-

Lines has helped. This DVD was shownduring the 2010 Gala to all in attendance.Although video has been posted onYouTube, the organization has no otherplans for the DVD at this time.

F-12, GRAPH

F-11, LOGO: kcchiefs.com



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Policies for not-for-prot organizationsare federally regulated by the IRS throughthe Income Tax Act (tax exemption) andthe Excise Act (goods and services tax).However, all levels of government can passlaws that govern nonprots - for example,cities provide licences for non-prots. Policyis also affected through lobbyists on behalf of nonprots. Non-prots are also regulated

by a board of directors, private watchdoggroups (such as United Way), state charityregulators, donors and members and themedia (BoardSource).

Non-prot organizations receive operational

funds from several venues including grants(state and local), foundational support,charitable lenders, fundraisers, donations,and providing goods and services. Bydenition and by law, nonprots cannotdistribute any proceeds to pay any owner(s)/shareholders of the organization (FreeManagement Library).

Charitable non-prots are growingsignicantly on a national scale. Over

the last ten years, public charities haveincreased 60 percent (upwards of 850,000)and foundations have increased 70 percent(above 100,000). As these nonprots increase,so does the competition and qualicationsfor federal and local grant money.

hOW the eCOnOMy reLAtes tO CrOss-LInes

The struggling economy has negatively ef-fected non-prot organizations. According

In June of 2009, First Lady Michelle Obamalaunched United We Serve, at CNCS’s Na-tional Conference on Volunteering and Ser-vice. This culminated in the rst ever Na-tional Day of Service and Remembrance onSeptember 11. CNCS also launched Serv.gov,which can help people to nd service proj-ects in their communities or to develop theirown programs. United We Serve lists theseguiding principles for its service initiative:

• Engage more volunteers on a path to sus-tained service

• Provide easy-to-use online tools

• Ask Americans not just to serve, but tolead

• Create new partnerships that bring com-munities together

The American Recovery and ReinvestmentAct:

• Targeting hunger, the act includes a $20

billion increase for SNAP (formerly FoodStamps)

• Increasing funding by $1 million for theCommunity Services Block Grant

• Features increased income support forunemployment insurance recipients andSocial Security purposes

• Supports homelessness prevention funds

Clima Aali

POLItICAL/eCOnOMIC

The Community Solutions Initiative

The Community Solutions Initiative is athree-tiered mission to better Americanlives directly through communities. Oneof these mission areas is to “PromoteService as a Solution and Create a NewGeneration of Leadership.” Specically,this mission challenges Americans toserve their communities and create a newgeneration of leaders to tackle challenges.The Obama Administration strives to

broaden opportunities for service aroundthe nation and to foster a positive outlook on

community service from volunteers, citizensand community leaders.

The Federal Agency committed to meetingthis goal is the Corporation for Nationaland Community Service (CNCS). Accordingto the Ofce of Social Innovation and CivicParticipation website the guiding principlesare as follows:

• Build a new foundation for growth

• Drive service as a solution

• Expand opportunities to serve

• Build enduring capacity

• Embrace innovation

• Shared responsibility



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where they would like the money to go, andmake donations in honor or memory of someone and leave a comment if they like. Lettingdonors create a donation in memory of someone creates another reason for people to do-nate. They can also create a username and

password that allows them to become a partof Catholic Charities. They can use this ser-vice to set up having a monthly donation au-tomatically taken out of their account. Thiscould be a feature that Cross-Lines could useso they could increase donor retention.

Contact

Catholic Charities also has an urgent carephone number listed on their website.

Social Media

Catholic Charities uses social media with ac-counts on LinkedIn, Facebook and Twitter.These websites may help Catholic Chari-ties reach a younger and more professionalcrowd.

Another competitor of Cross-Lines is CityUnion Mission. This Christian-based charityis located in Kansas City, Missouri.

• Cross-Lines’ competition partners withwell-known local organizations, engagesin social media and have catchy slogans(Your City, Your Mission) that help estab-lish a brand.

A main competitor is Catholic Charities of Kansas City-St. Joseph. This is a faith-basedorganization located in Kansas City, Mis-souri. This charity provides services for im-poverished individuals and families, educa-tional programs, care for those with healthissues and services for the elderly. Thoughnamed Catholic Charities, 75% of its client

base is not Catholic. In 2008 - 2009, it pro-vided services to over 165,000 people. Onits website, it lists that it helps both Catho-lic and non-Catholic people in need. Cross-Lines could put something like this on its siteso that it is not only branded as a religiousorganization.

Website

It has a more professional website that allowsvisitors to donate online. Donors can specify

to Lindbeck, Cross-Lines has seen a dropin donors. Lindbeck stated that donationamounts from current donors have either de-creased or become stagnant as a result of thefailing economy. Other nonprot organiza-tions have seen a drop in donations as well.

In 2009, United Way saw a 5% decrease indonations from 2008. In the past two years,United Way experienced a 10% decrease intotal donations (Philanthropy).

sOCIAL enVIrOnMent

As mentioned previously, one of the biggetsproblems facing Cross-Lines is stereotypes.Cross-Lines is located in a highly Hispanicarea and donors worry that their money isgoing to help illegal immigrants. This maystop some donors from donating. The foodkitchen does not require any legal documen-tation. Other programs such as rent and util-ity assistance require legal paperwork.

Another stereotype Cross-Lines faces is theattitude of some that “the homeless should

just go out and get a job,” when it’s just notthat easy (Site Visit). There are many contrib-uting factors that result in homelessness thatare often overlooked. Cross-Lines has men-tioned that it wishes to change these percep-tions of its clients.

COMPetItIOn

• Competition for Cross-Lines Commu-nity Outreach is any nonprot organiza-tion that people could donate to insteadof Cross-Lines.

F-13, LOGO: catholiccharities-kcsj.org

F-14, LOGO: cumission.org



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Catholic Charities has a donation programthat Cross-Lines has expressed great inter-est in offering. It is called the Legacy Soci-ety and it allows donors to create a plannedafter-life donation. This program allows do-nors to give through wills, retirement plans

or insurance policies. Another program thatCatholic Charities offers that Cross-Linesdoes not is a vehicle donation. Acceptableitems include cars, trucks, motorcycles, boatsand RVs. Catholic Charities does have apick-up program, just like Cross-Lines, buta $50 donation is recommended (CatholicCharities of Northeast Kansas).

F-16, LOGO: kansascity.royals.mlb.com/kc/ticketing/ ridetothek.jsp

Donations

“Some individuals choose to do a ‘writein’ nomination of City Union Mission...intheir United Way pledge, and United Waydisburses the collected donations to us af-ter processing” (City Union Mission). CityUnion Mission also provides information onhow one can donate via estate planning.

Branding

City Union Mission’s slogan is “Your City,Your Mission.” This indicates that it is brand-ing itself as a localized charity, designed todraw in donations from those in the area.City Union Mission uses social media by be-ing active with Twitter and Facebook (City

Union Mission).

Audiences

City Union Mission has targeted a philan-thropic audience that Cross-Lines has not-sororities and fraternities. Beta Sigma Phiwill be volunteering at City Union Missionfor its service project. So far, Beta Sigma Phihas helped City Union Mission get much-needed hygienic supplies. The Royals have

also partnered with City Union Mission forits annual Ride to the K (City Union Mis-sion).

Catholic Charities of Northeast Kansas has awebsite, but it is currently under construc-tion and difcult to navigate, much likeCross-Lines’ website. Catholic Charitiessends its newsletter electronically instead of through the mail.

Programs

City Union Mission offers services similar toCross-Lines and Catholic Charities of Kan-sas City-St. Joseph and Kansas. City UnionMission offers an Emergency Family Shelter,drives, a thrift store, medical services, reha-

bilitation and transitional living programs,educational classes and a hot-line that lo-cates homeless shelters for those in need.City Union Mission focuses a great deal onproviding ministry for their clients, includ-ing faith-based counseling and discussions.City Union Mission has an OpportunityFarm that serves as a haven for men to liveand work, as well as a youth center and asummer camp for low-income children. It

also partners with businesses and other or-ganizations.

F-15, LOGO: cumission.org

Finances

Its budget for the 2010 scal year is$7,177,000. As of June 2010, City Union Mis-sion received $6,354,941 in donations (CityUnion Mission).



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AFFILIAtIOns

The Kansas City Royals currently hold aCatholic Charities Committee of YoungPatrons night where a portion of the money

from tickets will go toward helping outthe Catholic Charities. This includes theShalom House, Kansas City’s only all-maleshelter that currently has no air conditioning(Royals Baseball). This partnering helps getthe word out about Catholic Charities and isan easy way for people to help out.

Habitat for Humanity is an internationalecumenical Christian nonprot organizationthat aims to provide affordable living forthose in need. Through a wide varietyof projects, Habitat has successfully

branded itself with a clear mission and anestablished name in the nonprot sector.Founded in 1976, Habitat now utilizes avariety of media to communicate to clients,volunteers and donors. Habitat maintainsa comprehensive and user-friendly websitewith well-organized information aboutthe organization’s vision, goals, nances,

programs and donations (Habitat forHumanity). The organization also usesseveral social media outlets includingFacebook, Twitter, LinkedIn and YouTube.The logo is modernized and appeals to alarge range of audiences with a simple andcolorful design.

F-17, LOGO: habitat.org

F-18, LOGO: kansascity.royals.mlb.com



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Like Cross-Lines, The Salvation Armywas founded by a former minister undera mission very closely tied to religion. Theorganization even started under the name“The Christian Mission” in 1878 (SalvationArmy). The movement has expanded all over

the world, aiding in social work, disasterrelief, as well as aiding the poor, elderly, sick and addicted. The Salvation Army’s websiteappears much more religiously linked thanCross-Lines, yet its logo does not make thatknown. Background and the organization’sname denes the logo, but the actual iconitself doesn’t isolate any types of viewers.Non-religious potential donors wouldn’tautomatically sense the deep religiousafliation.

The Salvation Army’s slogan, “Doing themost good”, is simple, yet relatively universal.The website is simple to navigate and onlinedonations can be made fast and easily.The Richards Group advertising agencyimplemented an interactive web designcampaign for the nonprot, that reects oneof Cross-Lines’ goals: to make the stories of those they’ve helped heard. For The SalvationArmy’s Adult Rehabilitation Centers, an eye-catching, emotional homepage was createdthat includes the faces of 15 consumers. Byclicking, testimonials of those consumers’experiences become available. AlthoughCross-Lines is a much smaller organization,the nonprot would benet, as Swartwoodsaid from, “more depth” (Site Visit).

F-19, LOGO: salvationarmyusa.org



25

Wyandotte residents have Cross-LinesCommunity Outreach in their own backyard.Their charitable donations will stay in theirneighborhood which gives them the abilityto donate to a cause they can see. Johnsoncountry residents are just around the corner,

and as the county is ranked the nineteenthhighest median household income in theU.S., its residents are able to donate more(U.S. Census Bureau).

volunteer their time to charitable causes. Inthis survey it was found that among peopleearning $75,000 or more per year, 96 percentsay they donated money to a charity lastyear. This is lower among those earning

between $30,000 and $75,000 per year, at 90

percent, and those earning less than $30,000per year, at 74 percent. Also, 76 percentof those earning $75,000 or more per yearvolunteered their time for a cause last year,while 61 percent of those earning between$30,000 and $75,000 per year and 52 percentof those earning less than $30,000 per year,did so (Carroll).

Aic Aali

BusInesses In the greAter KAnsAsCIty AreA

Most businesses have the nancial meansto make a contribution. According to the

University of San Diego, businesses donateover three billion dollars each year (Navarro).

yOung PrOFessIOnALs

A diverse donor age group is important tocontinue the donation cycle. Cross-Linesmust begin to target a younger age group tothat these donors will replace more maturedonors in time.

reLIgIOus OrgAnIzAtIOns In the

KAnsAs CIty MetrOPOLItAn AreA:Cross-Lines currently has 12 churches in theKansas City area that are major contributorsto its cause (Class Discussion). Theseorganizations are lled with members whodonate their time and money to the Cross-Lines organization.

According to a lifestyle survey by Gallup,frequent churchgoers are substantially more

likely than those who seldom or never attendservices to donate their money (89 percent vs.36 percent, respectively) or time (72 percentvs. 13 percent) to religious organizations(Carroll).

WOMen In the greAter KAnsAs CItyAreA WIth A dIsPOsABLe InCOMe

According to a Gallup survey, Americansresiding in higher-income households aremuch more likely to donate money and

F-20, GRAPH:



26

Cross-Lines is an organization of “people helping people.”-Tom Larson, Board of Directors Chair,




27

SWOT Analysis

sWOt A l i



28

strengths:

Cross-Lines’ mission statement is well dened

Dedicated staff

Loyal donors

Good intentions of social service

Track record of success

An online presence

Consistent values and purpose

Prominent logo with visibility

Cross-Lines’ promotional video

OPPOrtunItIes:

Draw news media attention to the issue of poverty in Kansas City

Recent developments in donor software

Height in giving during holiday and tax return season

Grant opportunities at the local and state levels

Growing social media popularity

Increase in media channels

Chance to attract younger donors

WeAKnesses:

Insufcient brand recognition

Unfamiliar even to past donors

Underutilized opportunity to promote

Inconsistent communication with donors

Online presence needs more visibility

Newsletter needs improvement

Dependence on funding from elderly donors

Not utilizing resources for accurate research

Hesitant to change organization’s view for the future

threAts:

Weakened economy

Donations to not-for-prot organizations have decreased in theUS overall in the last few years

Competitors

Stereotype of poverty in Kansas City

Perception of the logo as a strictly religious entity

Decrease in new donors over the last year

Increased restrictions by the government on not-for-prot or-ganization

sWOt Aali



29

Strategic Plan



30

saic Pla

First Goal: Create a recognizable brand of Cross-LinesCommunity Outreach in the greater Kansas City area.

Objective

Increase brand awareness to 40 percent of 625,508 (2009KCK + KCMO population according to census.govpopulation nder) which equals 250,203 people.

Strategy

Re-create Cross-Lines’ website so that it is more user-

friendly and transparent. Also, surge promotional activityin the rst half of the year with radio advertisements,print advertisements and promotional items.



31

Second Goal: Establish top-of-mind awareness of Cross-

Lines Community Outreach as the premier not-for-protlocal organization in the greater Kansas City area.

Objective

See a signicant increase in donations, volunteering and

recognition of Cross-Lines within the rst half of theyear 2011.

Strategy

Continue to increase promotional activity in the rst

half of the year 2011 with radio advertisements, printadvertisements and promotional items.



32

Third Goal: Maintain Cross-Lines Community Outreach

brand awareness in the greater Kansas City area.

Objective

Sustain the increase in brand awareness through thesecond half of the year 2011.

Strategy

Continue promotional activity in the second half of the year 2011 with radio advertisements, printadvertisements and promotional items, as well continual

website maintenance.



33

“It’s all about preservingthe dignity.”

- Roberta Lindbeck, Executive Director,




34

Creative Plan



35

in the Kansas City area. This magazine’sreadership population donates $131,147,421to charity per year. 435 South Magazine reaches 80,000 potential donors in a high-income demographic of Johnson County,Kan.

AD 1: Holiday Giving

Objective: 2 and 3

Tag line: “Give Back to Kansas City thisHoliday Season”

Copy: This holiday season, direct yourcharitable donations toward Cross-LinesCommunity Outreach, an organizationthat believes in people helping people. If you’d like to give Kansas City families theopportunity to celebrate this year, call (913)281-3388,visit www.cross-lines.org or stopin for a visit. Cross-Lines, one step closer tooptimism.

Timeframe: October/November/December2011

AD2: Prom Clothing Drive

Objective: 2

Tag line: “It might just be a dress to you, butshe will remember this forever”

Copy: “Going to prom is an experience thatevery girl dreams of. Cross-Lines CommunityOutreach gives girls that opportunity with

itself as the organization worthy of the100,000 readership audience to know of anddonate to.

HerLife provides an incentive of a featurestory after advertising with it for 12 monthsand publicity of events after six months. A

feature story normally runs upwards of 3,000dollars, but will be run for free for Cross-Lines after they advertise for 12 months.

Contact: Michelle Carder, (816) 516-9888

PrInt AdVertIsMent In InK MAgAzIne

-Ink Magazine’s readers are primarilycomposed of young professionals. Its trendy

style reaches 400,000 readers in their 20s and30s, the perfect age for Cross-Lines to initiatethe donor relationship. The magazine has awide reach with distribution all across theKansas City metropolitan area, providingample opportunity for its message to beheard.

Contact: McKayla, (816) 234-4183

PrInt AdVertIsIng In 435 sOuth

This magazine’s focus is on the peopleand places of south Johnson County. It isa great t for Cross-Lines as the readersare very interested in community affairsand involvement, as well as charitableorganizations. In addition to being especiallyinterested in charity, the magazine devotesone issue a year specically to philanthropy

Caiv Pla

WeBsIte re-desIgn usIng COWtOWnMArKetIng OF KAnsAs CIty

The website homepage will be used as therst contact point for potential donors. Theywill immediately be greeted with stories of

those who have been impacted by Cross-Lines in order to show that this is a causeworthy of his/her time. The website servesas the public face of the organization. Thewebsite design will be more aestheticallypleasing and easy to navigate to make thesite less confusing.

It is worth the investment to re-designthe website professionally because thecampaign’s promotional materials will all

direct potential donors here. What’s included:1 year domain registration, concept &design, proong & edits, analytics/trackingreports, and search engine reporting. Thiswebsite has a more complex design withcustom branding elements, menu rolloversor minimal ash animation. Content will

be provided by Cross-Lines. It will visuallydisplay stories of those whose lives have

been impacted by Cross-Lines.

PrInt AdVertIsIng In herLIFe

Readers of HerLife Magazine are women between the ages of 22 and 60 who are likelyto have disposable income. When discussingadvertising with a HerLife representative,she told us that many of her readers hadinquired about not-for-prots in the KansasCity wanted guidance in what organizationis worthy. HerLife provides the perfectopportunity for Cross-Lines to establish



36

one of many Cross-Lines programs thatencourages self-condence in times of need.For more information or to give a donation,call (913) 281-3388,visit www.cross-lines.orgor stop in for a visit. Cross-Lines, one stepcloser to optimism.

Time frame: Spring 2011

Targeted Public: Both potential donors andyoung mothers in greater Kansas City area.Full-page ads should be placed in HerLife and 435 South magazines.

AD3: Stories

Objective: 3

Tag line: “As many stories as the peoplewho come here”

Copy: Whether in need of a warm wintercoat or a place to share a meal, Cross-Lines’goal is to treat people with dignity in timesof need. People at Cross-Lines have storiesto share—without your help, their storieswould never be heard. For more informationor to give a donation, call (913) 281-3388,visit

www.cross-lines.org or stop in for a visit.Cross-Lines, one step closer to optimism.

Timeframe: Continuous

Targeted Public: Greater Kansas City areapotential donors. Full-page ads should beplaced in HerLife and 435 South magazinesand in Ink Magazine.

F-21, PRINT AD: Created by Aileen Taylor



37F-22, PRINT AD: Created by Aileen Taylor



38F-23, PRINT AD: Created by Aileen Taylor



39

lived in households producing annual in-come of $50,000 or more, fth-highest of the16 primary formats in the U.S. Listeners of this radio station type are 11% more likelythan the average American to attend local andcommunity events (Arbitron 2010).

94.9 KCMO-FM is Kansas City’s ‘Pop ClassicHits’ station. By playing everything from theBeatles, Chicago, Rod Stewart and the Eagles,this station successfully targets Adults 35-54with huge exclusive listenership, made up of 45% Males and 55% Females. With its blendof familiar hits, this type of station was an at-work favorite, ranking fourth in middays outof all radio formats in the U.S. 57% of ClassicHits consumers aged 18+ resided in house-holds with $50,000 or more in annual income

(Arbitron 2010).Radio ad: 30 seconds

Objective: 1 and 2

Script: “Imagine not being able to pay rent.Not being able to buy food, or clothes. Wherewould you go? For nearly 50 years, Cross-Lines Community Outreach has offered pro-grams that provide basic needs like clothingdrives, thrift stores, and a food pantry. Cross-

Lines gives people the chance to end the cy-cle of hopelessness and regain condence inthemselves. For more information, please vis-it www.cross hyphen lines.org. Cross-LinesCommunity Outreach—One step closer tooptimism.”

Timeframe: March - June

Target Audience: Greater Kansas City area(potential donors). 1-minute ad should beaired on 105.1 JackFM and 94.9 KCMO-FM.

CreAtIng A tWItter ACCOunt

Advertising on Twitter helps Cross-Lines con-tinue to build an online presence and will beused to update current and potential donors.Of the Twitter population, Twitter users are

far more likely to follow Brands/ Companiesthan social networkers in general and 51% of active Twitter users follow companies, brandsor products on social networks.

rAdIO AdVertIsIng

As a high-reach medium, radio reaches 93%of all those above the age of 12 in the UnitedStates. Because of its low cost, radio also al-lows for a high frequency of times to reach

certain consumers. Radio is also a targetablemedium where each format targets a differentdemographic segment of the population. Ev-ery week, radio reaches 88% of adults whosehousehold contributed to a social care/wel-fare organization (Radio Advertising Bureau,2009).

Through the advertising schedule we haveplanned, Cross-Lines will utilize two popu-lar Kansas City radio stations: 105.1 JackFMand 94.9 KCMO-FM. By advertising in the

schedule we have proposed, 137,600 peoplewill hear the advertisements per month (netreach), or 550,400 people throughout the ra-dio campaign.

Contact: Sheri Luke, Cumulus Media, (913)514-3155

105.1 JackFM: This Hot Adult Contemporarystation targets 60% Females and 40% Malesin the 25-49 year old bracket. More than 60%

its annual prom dress drive. This is just

FACeBOOK AdVertIsIng

This targets young professionals in a cost-effective way. When an advertisement is run,the only charge to the advertiser is for the

number of clicks received (CPC). The adver-tisement is not charged per number of im-pression it receives, eliminating advertiserwaste. The amount that you are charged willnever exceed your daily budget and thereare no additional fees for running Facebook Ads.

Cross-Lines, nominated as “the charity togive to.”

by KU Medical Center. Cross-Lines Commu-nity Outreach, one step closer to optimism.

[like button]

F-24, FACEBOOK AD

Title: One step closer to optimism



40

Title: One step closer to optimism

Client: Cross-Lines Community Outreach

Length: 30 seconds

Air Dates: March 1 through June 30

ANNOUNCER:Imagine not being able to pay rent. Not being able to buy food, or clothes.Where would you go?

For nearly fty years, Cross-Lines Community Outreach has offered programs

that provide basic needs like clothing drives, thrift stores, and a food pantry.

Cross-Lines gives people the chance to end the cycle of hopelessness and re-gain condence in themselves.

For more information, please visit w-w-w- dot cross hyphen lines dot o-r-g.Cross-Lines Community Outreach—One step closer to optimism.

Music fade in at :00 for duration of spot



41

F-25, RADIO SCHEDULE



42

F-25, RADIO SCHEDULE



43

BILLBOArd AdVertIseMent

This 14” x 48” banner will reach 1,193,638 people in each4 week period, according to the advertiser. What makesthis such a great mass media advertising driver is the lowrelative cost. The cost for reaching 1,000 people (CPM)through is just $2.63.

CONTACT: David Halpin, (877) 550-3172

Layout: Photo of hands, logo and “One step closer to opti-mism,” www.cross-lines.org.

F-26, BILLBOARD



44

F-27 , Promotional tote

F-28 , Pens

F-29 , Magnet



45

PrOMOtIOnAL IteMs-Pens

-Tote bags

-Magnets

Items are to be handed out at tabling events,as well as during off-site visits to potential

donors, groups, and other targeted markets.Promotional items can also be given out tovolunteers as desired, and should be used bystaff members.

Promotional Items: By placing the Cross-Lines logo and website information on anyof the following promotional items, andhanding them out for free to donors or atsite visits will increase the number of contactpoints.

Prepress graphic professionals offers a Port& Company - Essential Tote (#B075) bag thatwe recommend ordering in Kelly Green.Cross-Lines can order 48 bags at $4.98 totallyonly $239.04.

detAILs OF InternshIP PrOgrAM

Having an intern is essential for

building Cross-Lines’ brand. An internwould be hired for spring and fall semesters,as well as summer. The intern will primarily

be in charge of all of Cross-Lines’ socialmedia outreach marketing. They willupdate the Twitter site, as well as keeping theFacebook account updated. An additionaltask for the intern would be to administerthe awareness survey in June and Decemberof 2011, charting the progress made by the

2011 campaign. The intern will also prospect

for new donors, as well as new promotionalopportunities. The internship will be unpaid,unless budget allows it after the rst year.The intern will also coordinate volunteers, aswell as organize public presentations given

by Cross-Lines.

InFOrMAtIOn tABLe At sPOrtIngKAnsAs CIty (FOrMALLy KAnsAs CItyWIzArds) gAMes

Sporting Kansas City, formally the KansasCity Wizards, is a professional soccer clublocated in Wyandotte county. Games areheld at the new Kansas City soccer stadium,which seats 18,500 people. An information

booth with a display board and promotionalitems stationed at these events wouldgive Cross-Lines exposure to thousandsof residents from the greater Kansas Cityarea. The Sporting Kansas City organizationis very involved in community outreach,and desire to leave a positive impact onthe Kansas City area. Close partnershipwith the organization could lead to playerspokesperson for Cross-Lines.

F-30 , LOGO: sportingkc.com



46


736 Shawnee Ave.

Kansas City, Kan. 66105

(913) 281-3388

News Release

Aug. 1, 2011

FOR IMMEDIATE RELEASE

FOR MORE INFORMATION, CONTACT:

Theresa Swartwood

Director of Public Relations and Marketing

[email protected]

Kits for Kids school supply drive to start soon

KANSAS CITY, Kan. – Wyandotte Co. based Cross-LinesCommunity Outreach is beginning it’s collection for the 2011school year for May. The back-to-school program provideschildren with the resources needed to be successful in school. Thedrive distributes backpacks lled with school supplies to childrenas young at Pre-K to older students in college.

Founded in 1963, Cross-Lines mission is to, “provide peopleaffected by poverty with basic services and opportunities thatencourage self-condence and self-sufciency.” The organization

provides a daily source of assistance for at-risk families, theelderly and single individuals. Donations can be dropped off atCross-Lines Community Outreach headquarters.

###


736 Shawnee Ave.


(913) 281-3388

News Release

Aug. 1, 2011



Theresa Swartwood


[email protected]

Cross-Lines upcoming gala in October

KANSAS CITY, Kan. – Now is the time to get your tickets toCross-Lines Community Outreach’s annual gala at Lake Quivira,scheduled for _______. This evening constitutes the biggestfundraiser of the year for the Wyandotte Co. not-for-prot.

Founded in 1963, Cross-Lines’ mission is to, “provide peopleaffected by poverty with basic services and opportunities thatencourage self-condence and self-sufciency.” The organizationprovides a daily source of assistance for at-risk families, theelderly, and single individuals. The fundraiser, with an annual

attendance of over 300 people, provides a chance for donors tomeet one another and support the community.

At $125 per ticket, the black tie event consists of a dinner and liveand silent auctions. A brief video presentation will be shown thatfocuses on individuals helped by Cross-Lines. This aspect of thenight adds greater elements of hope and helped to humanize theevent even more. Help support the impoverished in Kansas City

by attending Cross-Lines annual gala.

###



47


736 Shawnee Ave.


(913) 281-3388

News Release

Aug. 1, 2011



Theresa Swartwood


[email protected]

Cross-Lines begins collecting for prom drive

KANSAS CITY, Kan. – Wyandotte County-based Cross-LinesCommunity Outreach will begin collecting for the not-for-prot’sannual prom clothing drive starting this week. Every spring, theorganization collects previously used but in-style prom dressesand tuxedos for high school students in Wyandotte Co. for familiesaficted by poverty.

Founded in 1963, Cross-Lines’ mission is to, “provide peopleaffected by poverty with basic services and opportunities thatencourage self-condence and self-sufciency.” The organization

provides a daily source of assistance for at-risk families, the elderlyand single individuals. This is a time of year that donations can

benet teenagers in particular.

A success in past years, Cross-Lines’ prom drive provides themeans for all teenagers to have a magical evening, one they won’tforget.

###


736 Shawnee Ave.


913-281-3388

News Release

Aug. 1, 2011



Theresa Swartwood


[email protected]

Cross-Lines Christmas store ready for the season

KANSAS CITY, Kan. – Wyandotte County-based Cross-LinesCommunity Outreach will begin collecting donations for theorganization’s holiday store.

Cross-Lines’ Christmas store is a place for those in need to doholiday shopping for their families. Instead of having giftsprovided, shoppers get to choose what they think their relativeswould like most for the holiday. The standard donation for familiesparticipating in the Christmas store drive includes a completeoutt of clothing, toys, a household item and a meal complete with

a holiday hen. Help support those in need in the greater KansasCity area, and be a part of the giving season. Donations can bedelivered to Cross-Lines’ thrift store.

###



48


736 Shawnee Ave.


913-281-3388

News Release

Aug. 1, 2011FOR IMMEDIATE RELEASE


Theresa Swartwood


[email protected]

Kits for Kids school supply drive to start soon

KANSAS CITY, Kan. – Wyandotte Co. based Cross-Lines CommunityOutreach is beginning it’s collection for the 2011 school year for May.The back-to-school program provides children with the resourcesneeded to be successful in school. The drive distributes backpackslled with school supplies to children as young at Pre-K to olderstudents in college.

Founded in 1963, Cross-Lines mission is to, “provide people affected by poverty with basic services and opportunities that encourage

self-condence and self-sufciency.” The organization providesa daily source of assistance for at-risk families, the elderly andsingle individuals. Donations can be dropped off at Cross-LinesCommunity Outreach headquarters.

###

Media Pitch


736 Shawnee Ave.

Kansas City, Kan. 66105(913) 281-3388

April 1, 2011

Everyone has the ability to grow something. In large cities, garden-ing is often not a possibility and can be a forgotten hobby. Thosewho love gardening often look for an opportunity to enjoy their pas-sion. Gardening is a way to brighten the community, and it can alsoprovide food for those who need it.

Cross-Lines Community Outreach has a community garden avail-

able for use in the spring and summer months. This garden bringspeople together and gives local Kansas City residents a place to notonly grow plants, but spend time with others who share the samepassion.

At the end of the season, the plants are sold to benet Cross-LinesCommunity Outreach. The proceeds help those in need that cometo Cross-Lines for assistance. Edible plants are also given to thefood pantry and are available for those who need it.

This story would be a way to show Kansas City residents a way

to help the community while enjoying the outdoor activity of gar-dening. Cross-Lines is offering this story exclusively to _____. Wewould also arrange interviews with volunteers and staff of Cross-Lines. Please contact Theresa Startwood at [email protected].

###



49

Media Plan



50

JAnuAry - APrIL



51

MAy - JuLy



52

August - OCtOBer



53

nOVeMBer - deCeMBer



54

Timeline



55

tIMeLIne



56

EvaluationMeasures



57

eVALuAtIOn MeAsures

Survey:

Administer an survey in July 2011 and

December of 2011 to evaluate the current brand awareness of Cross-Lines CommunityOutreach to the Kansas City metropolitancommunity. To evaluate progress, thesurvey must be distributed randomly in thecommunity so the results are representative.

The survey will indicate how many peopleknow of Cross-Lines as a recognizable

brand, as compared with previous surveyndings. In a survey administered prior to

this proposal in Fall 2010, results indicatedthat out of 214 respondents to the Cross-Lines awareness question, just 20 peoplewere aware of the organization. Furthersurveys will be compared to the current9.3% awareness level, and should not bedistributed directly to current donors.

Prior surveys were collected by an onlinesurvey tool, SurveyMonkey. Pleaserecommend this tool to your intern.



58

QuestIOns tO Be AsKed:

1. Have you donated to a nonprot organization in the past ve years?

2. Do you plan to donate to a non-prot organization in the next ve years?

3. What nonprot organization(s) do you donate to? How much do you donate to each organization a year?

4. What is important in choosing an organization to donate to?

5. Have you heard of Cross-Lines Community Outreach, Inc.?

6. What Cross-Lines Community Outreach programs have you heard of? Choose all that apply.

Thrift Store, Plant Sale, Prom Drive, Food Kitchen, Kits for Kids, Annual Gala, Community Garden, Emergency Assistance, None of

the Above, Other

7. Where or how have you heard of Cross-Lines Community Outreach? Choose all that apply.

Newsletters, online, media, yer, word of mouth, faith based organizations, work, other.

8. Have you ever donated to Cross-Lines Community Outreach?

1. If respondent answers no: What prevents you from donating?

2. If respondent answers yes: continue with survey questions.

9. What did you donate to Cross-Lines Community Outreach?

Money, time, food, household items, resources through my company, other

10. Where did you allocate your Cross-Lines Community Outreach donation?

11. Why did you choose to give to Cross-Lines Community Outreach?

12. Have you donated more than once to Cross-Lines Community Outreach?

1. If respondent answers yes: What was the reason you donated again?

2. If respondent answers no: Why did you choose not to donate to Cross-Lines Community Outreach again?

13. What comes to mind when you think of Cross-Lines Community Outreach?

14. Have you seen the Cross-Lines Community Outreach logo?

1. If respondent answers yes: describe.

2. If respondent answers no: show respondent a picture of the logo. Then ask them for his/her rst impression

15. Demographic Information



59

WeB trAFFIC:

Many of the creative portions of theadvertising campaign has a call to action:visit the website. All website hostingplatforms offer a way to track the number of unique visits to the site, as well as how long

that particular user stayed on the website.With web hosting, it is possible to compareprevious time periods to current periods.From this comparison it is simple to ascertainthe increase in the number of unique visits tothe organization’s website.

Increased Donations: As brand awarenessincreases, so will the number of donationsto Cross-Lines Community Outreach. Thisis an accurate and easy-to-track evaluative

measure.

Increased Inquiries: Many of the creativeportions of the advertising campaign hasthe Cross-Lines Community Outreachtelephone number listed. Desk volunteerswill be able to report on the number of increased telephone inquiries about thecertain programs advertised.

Use Google Analytics to track who is visiting

the Cross-Lines website and how they areusing it. Use the feedback from this tool toturn visitors into donors.

F-31 , WEBSITE LAYOUT: This is a before-and-after example of a website redesigned by Cow-town Marketing.



60

Budget



61

2011 Budget - $50,000

Billboards Outdoor Advertising.................................................................................$9,000

- Billboard Printing Costs........................................................................................$1,344Contingency Budget…….....…….…..….....................................................................$5,000

Facebook Advertising……………………………………………………...................$1,000

HerLife Magazine Print Advertising... …………………………………..................$11,400

- 12 Month Agreement; Full Page Ad: $950

Ink Magazine Print Advertising………………………………………….................$2,396

- 4 Month Agreement; Half Page Ad: $599

Online Follow-Up Survey By SurveyMonkey.com…………………......................$40

Promotional Items from PrePress Graphic Professionals of Kansas City.............$3,000

Radio Advertising.........................................................................................................$15,200

Website Re-Design By Cowtown Marketing of Kansas City…………..................$2400

435 South Magazine Print Advertising......................................................................$3,990

- 3 Month Agreement; Half Page Ad: $1330

Grand Total………………...........................................................................................$53,336

*Over budget because Cross-Lines Community Outreach will receive free coverage of events in HerLife Magazine , as well as a free feature story with one year contract.



62

reFerenCes:

BoardSource. Q&A: How Are Nonprots Monitored, Regulated, and Governed? 2010. www.boardsource.org/Knowledge.asp?ID=3.384 (accessed Sep-

tember 2010).Carroll, Joseph. “Americans More Likely to Donate Money, Not Time, to Charities.” Gallup News Service. February 14, 2006. www.gallup.com/poll/21430/americans-more-likely-donate-money-time-charities.aspx (accessed September 2010).

Catholic Charities of Northeast Kansas. About Us. 2010. www.catholiccharitiesks.org (accessed September 2010).

City Union Mission. Our Services. 2010. www.cumission.org/services/our-services (accessed September 2010).

Class Discussion With Cross-Lines Representatives. “Lindbeck, Roberta; Swartwood, Theresa; Brown, Tim.” Lawrence, Kan., September 9, 2010.

Cross-Lines Community Outreach. “Organization Brochure.” 2010. http://www.cross-lines.org/documents/CrossLinesBrochure.pd (accessed Sep-tember 2010).

—. Organization Website. 2010. www.cross-lines.org (accessed September 2010).—. “September/October Newsletter.” September 2010.

www.cross-lines.org/documents/newsletter_2010_Sep_Oct.pdf (accessed September 2010).

Flandez, Raymund. “United Way Suffers 5% Drop in Giving for Second Year in a Row.” Philanthropy. September 19, 2010. www.philanthropy.com/article/Giving-to-United-Ways-Dropped/124504/ (accessed September 2010).

Free Management Library. “Nonprot Fundraising and Grant Writing.” 2010. www.managementhelp.org/fndrsng/np_raise/np_raise.htm.

Greater Kansas City Community Foundation. Cross-Lines Community Outreach Nonprot Prole. April 30, 2010. www.gkccf.guidestar.org/Nonprof -itProle.aspx?OrgId=1403 (accessed September 2010).

Habitat For Humanity. About Habitat for Humanity. 2010. www.habitat.org/how/default.aspx?tgs=MTAvNS8yMDEwIDU6MTY6MDIgUE0%3d (ac -cessed September 2010).

—. “Habitat for Humanity introduces new logo to symbolize mission, enhance brand .” May 2, 2005. www.habitat.org/

newsroom/2005archive/insitedoc009210.aspx (accessed September 2010).



63

Navarro, Peter: University of San Diego.

http://works.bepress.com/peter_navarro/36/

Royals Baseball. Catholic Charities Committee of Young Patrons. 2010. http://kansascity.royals.mlb.com/kc/ticketing/group_cyp.jsp (accessed Sep-tember 2010).

Saad, Lydia. “Despite Economy, Charitable Donors, Volunteers Keep Giving.” Gallup News Service. December 19, 2008. www.gallup.com/poll/113497/

Despite-Economy-Charitable-Donors-Volunteers-Keep-Giving.aspx (accessed September 2010).

Salvation Army. About Us. 2010. www.salvationarmyusa.org/usn/www_usn_2.nsf/vw-dynamic-arrays/816DE20E46B88B2685257435005070FA?openDocument&charset=utf-8 (accessed September 2010).

—. Salvation and Service. 2010. http://www.salvationarmyusa.org/usn/www_usn_2.nsf/vw-dynamic-arrays/7100A2893080C523802573250

0315746?openDocument&charset=utf-8 (accessed September 2010).

Site Visit at Cross-Lines Community Outreach. “Lindbeck, Roberta; Swartwood, Theresa.” Kansas City, Kan., September 23, 2010.

U.S. Census Bureau. USA Quick Facts. 2010. http://quickfacts.census.gov.

United Way. Accountability Page. 2010. www.supportunitedway.org/accountability (accessed September 2010).

Urban Farming: Kansas City, MO. July 27, 2010. http://hereinvannuys.wordpress.com/2010/07/27/urban-farming-kansas-city-mo/.

S i l th k



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Special thanksCross-Lines Community OutreachProfessor Mugur GeanaAileen Taylor

Jake Poterbin



Presented deCeMBer 9, 2010

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Documents

Cross Lines Community Outreach Plansbook