Dixie PRide- Laps for CF Final Plansbook

Lapsfor
CFCommunication Plan
Spring 2015
Dixie Pride
Public Relations
Agency

2
Meet the Team
Kelsey Southerland
Account Executive
Kara Greene
Media Relations Director
Haley Adams
Creative Director
Brogan Bunnell
Editorial Director
Alex Elliott
Research Director
Yolandez Thomas
Creative Director

3
Executive Summary
Lauren Lambert
Laps for CF
6 Office Park Circle #209
Mountain Brook, AL 35223
Dear Lauren,
For the last few months, Dixie Pride has been working diligently to come up with an executable campaign plan that will allow Laps for CF to become more
publicly relevant as well as increase donations for the organization.
From our initial meeting with you, we were informed that the purpose of this campaign is to increase awareness of not only CF but also increase awareness of Laps
for CF among college campuses. We are pleased to share that we have not only created a campaign that will educate college students with the most
up-to-date information about CF, but will also encourage students to get involved with Laps for CF. We have included specific and executable strategies and
tactics that will allow Laps for CF to successfully increase awareness of the organization on college campuses, as well as increase donations for the organization.
We have two main goals for this campaign. Our first goal is to increase awareness of Laps for CF on The University of Alabama’s campus. Our second goal is to
increase attendance and funding at Laps for CF events. We intend to strategically target UA students to not only educate them about Laps for CF and CF as a whole,
but also encourage students to get involved in Laps for CF events.
We have evaluated the current public relations situation both within the organization as well as outside of the organization to ensure we have a full
understanding of what needs to be done and exactly how we need to do it. We are confident our campaign plan will allow Laps for CF to reach new heights on UA’s
campus and also be translated to other campuses across the state.
Your trust is well placed,
Dixie Pride
Kelsey Southerland Brogan Bunnell Kara Greene Alex Elliott Haley Adams Yolandez Thomas
Account Executive Editorial Director Media Relations Research Director Creative Director Creative Director

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Table Of
ContentsResearch 5
Situation Analysis 6
Primary Research 19
SWOT 22
Problem Statement 23
Planning 24
Objectives 25
Implementation 26
Strategies and Tactics 27
Timeline 29
Budget 33
Evaluation 35
Appendix 01
Contact List 28
Bibliography 44

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Research
Situation Analysis Organizational Analysis (Internal)
Description
-Emily Schreiber, a CF patient from Birmingham, founded Laps for CF in 2003 when she was just nine years old. Laps for CF is a nonprofit
organization dedicated to raising awareness of cystic fibrosis as well as providing financial support for CF patients in all areas of
need for CF treatment, research, and care. The goal of Laps for CF is to improve the quality of life for CF patients within Alabama. Laps
for CF has now raised over $2 million to support the fight against CF, far surpassing Emily’s original goal of $3,000. Laps for
CF locally supports the Cystic Fibrosis Center at Children’s of Alabama and the Adult Cystic Fibrosis Center at the University of
Alabama at Birmingham by donating its proceeds to medical efforts being conducted at each facility. Laps for CF donations not only
help CF patients get the medical treatment they need, it also helps CF patients live a normal and happy life.
Mission
-Mission statement: To raise money in order to help improve the lives of kids with cystic fibrosis, to raise funds for a cure, and to help
those families who are affected by the disease.
-Money raised through Laps for CF is donated to the Cystic Fibrosis Center at Children’s of Alabama, as well as to UAB Medical
Center’s Adult Cystic Fibrosis Center. The money is distributed to various areas of need at both facilities.
- Ex. An Xbox for each of the children’s rooms at Children’s of Alabama while they are required to stay in hospital
- Medical equipment, medicine, and whatever is needed at the time for the CF patients
Funding
-Donations for Laps for CF are made through the website as well as through the events hosted throughout the year. However, the majority of
donations come from the events Laps for CF hosts.
-License plate sales
-Laps for CF receives $41.25 from the sale of each CF license plate
-GoodSearch and GoodShop: Each time a user searches the web using GoodSearch’s Yahoo-powered search engine, about a penny
will go to Laps for CF. Also, every time a customer shops online at 2,000 participating stores including Amazon, eBay, Target, Apple,
Staples, Expedia, etc., a percentage of his or her purchase will be donated to the cause.
-Total revenue: $249,542.00 (July 1, 2012-June 30, 2013)
-Total expenses: $212,399.00 (July 1, 2012-June 30, 2013)
-Majority of the money brought in through fundraisers goes directly to Children’s and UAB

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Research
Situation Analysis
2003 Laps for CF founded
Emily swam 100 laps in her backyard after receiving
pledges, ultimately raising $3,000
Emily recieved the Association of Fundraising Professionals’ Alabama
Chapter Youth in Philanthropy Award
Association of Fundraising Professionals’ National Youth in Philanthropy Award
Emily’s family goes on The Today Show to talk about Emily’s journey with CF and
what she had accomplished through the Laps for CF foundation
Emily’s wins Alabama 13’s “Making A Difference Award” for her efforts through Laps for CF
TimelineOf
Key Events
2003
2006
2008
2008
2011
2015 Most recent Splash for CF event held at University of Alabama Aquatic Center

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Research
TV appearances on The Today Show and Alabama 13
-Emily and her family appeared on The Today Show in
2006, in which the show did a profile story on Emily’s
efforts to fight CF through her organization, Laps for
CF. At the time, Emily had raised over $625,000
through sponsorships and personal pledges.
-In 2011, Emily appeared on Alabama’s 13 WVTM
where she was given the “Making a Difference Award”
for her efforts through Laps for CF. She was recognized
for her dedication to raising awareness and funds for
CF, particularly in the Birmingham community.
Situation Analysis
Current and past communications
Online articles featuring Laps for CF
-Furman University (2011)
-Glamour.com (2011)
-The Birmingham News (2011, 2009, 2008)
-Over the Mountain Journal (2011)
-Inspire me Today (2009)
-The Auburn Plainsman (2009)
-Tuscaloosa News (2009, 2008, 2006)

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Research
Situation Analysis
-Over the Edge for CF
-Last held September 2014
-Individuals raised $1,000 each to repell over the edge of a skyscraper in downtown Birmingham
-$60,000 was raised out of a goal of $150,000
Fundraising Events
-Hoops and Hops
-March Madness watching event
-Participants had the opportunity to fill out a bracket for $10
-$25 ticket gave attendees appetizers and two beer tickets
-Local brewery sponsorship
-Event has been held for three years
-Amount of money raised is unclear
-Lots of donations required for event to be successful
-Sips for CF
-Attendees bring three identical bottles of wine to be entered into a wine tasting competition
-Two bottles are used for the tasting competition and the third bottle is set aside to be given to the winner at the end
-The event included wine tasting competition, hors d’oeuvres, drinks, music, silent auction and games
-Amount of money raised was unclear
-Last held August 2014
-Emily’s Swim
-Emily swam 100 laps in a row every spring
-Over 500 individuals and businesses have donated to the cause
-This event has led to Laps for CF at Alabama and Auburn

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Situation Analysis
-Swinging for Katie’s Kids
-Golf tournament hosted by the St. Elizabeth Ann Seton Knights of Columbus in Gardendale, AL
-Offers multiple sponsorship packages
-Has raised approximately $160,000
Fundraising Events cont.
Research
-Laps for CF Alabama
-Last held March 2015
-Low attendance
-Swim and dive teams help with the event
-Laps for CF Auburn
-Same event as Laps for CF at Alabama
-Event hasn’t been held in a couple years
-Problems with Auburn swim team coach caused this event to cease

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Situation Analysis
-Laps for CF Website
-Client stated that website design is outdated and lacks current applicable
information
-Past and present business sponsorships not listed on website
Research
Social Media
-Facebook
-When searched through Facebook search bar, organization does not
immediately show up
-Over the Edge for CF was highly publicized on Facebook
-Majority of posts from past six months focused on the Over the Edge
event and no other aspects of the organization
-Pinterest
-When searched through Pinterest search bar, organization does not
show up
-Twitter
-When searched through Twitter search bar, organization is easily found
-Have not posted since December 11
-YouTube Channel
-No videos posted in the last two years

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Situation Analysis
-The government puts limitations on state charitable deductions and other giving incentives.
-People are less likely to give to a nonprofit if giving incentives are reduced or removed.
-All donations to Laps for CF are 100% tax deductible.
-Tax laws encourage individuals to give to charitable organizations with supportable missions by providing an itemized deduction or tax
credit.
-Laps for CF has partnered with the Alabama Department of Revenue to sell license plates promoting CF awareness. $41.25 of the
$50.00 tag price goes directly to support CF in Alabama and the remaining $8.75 goes to the government.
Research
Government/Legal/Public Policy
-Medication for CF can be very expensive. The U.S. mean annual health care cost for a CF patient’s treatment is $15,571. The average lifetime
health care costs for CF patients is approximately $306,332. The majority of costs associated with CF come from inpatient care,
pharmaceuticals, medical service, complications and diagnostic testing (Delatycki, Hall, Massie, Norman, van Gool, 2013).
Economic
Environmental Analysis (External)
Technology
-The ability to give small donations using mobile phones causes impulse giving in response to moving images or articles (Smith, 2012).
-Charitable mobile giving is a social networking activity, but more through in-person conversation than through online tools (Smith, 2012).
-Nonprofits will continue to move to the cloud. There will be less need to maintain applications and data in-house when it is more cost
effective, accessible and a higher quality of service via the cloud. The cloud can serve as a game changer for many nonprofits, providing
access to a multitude of services that were otherwise too costly (Smith, 2012).
-The Pew Research Center Internet & American Life Project found that in 2012 alone, 69% of U.S. adults use social networking sites
(Smith, 2012). This means that social media networks are increasingly important tools for nonprofits to use to raise awareness and conduct
outreach.

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-Since CF affects only 30,000 children and adults worldwide, the disease has minimal public perception and awareness.
-Lack of awareness of CF makes it hard to receive donations.
Situation Analysis
Research
Society/Culture
-One in five U.S. adults (20 percent) have made a charitable contribution online, and one in ten (9 percent) have made a charitable
contribution using the text messaging feature on their mobile phone (Smith, 2012).
-New technological features offer new opportunities to charitable groups to reach new donors under new and more efficient circumstances as
messages spread virally through different forms of technology (Smith, 2012).
-Publics become more interested in the cause when there is an emotional appeal, such as pediatric illnesses.
-Students are often overexposed to promotional material on campus due to the large number of organizations holding events on campus.
-Millennials (ages 18-34) rely on social media for up-to-date news and current affairs. Recent data suggest that 60 percent of millennials rely
on social media to stay updated on current events (Dua, 2014).
-Facebook, YouTube, Pandora, Facebook messenger, Google Play, Google Search, Instagram, Gmail, iTunes Radio/iCloud, and Snapchat were
among the Top 15 mobile apps among millennials (ages 18-34) from a recent study. Facebook and YouTube were the top two apps used by
millennials (Dua, 2014). These are important facts to consider when running a campaign on a college campus.
-The recent passing of a CF patient and UA student could help raise awareness of CF on campus. Although this student’s passing is
very tragic, it can help UA realize CF is a relevent problem on campus and come together to fight back against CF in memory of this student
and other CF patients across the state of Alabama.

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Situation Analysis
Cystic Fibrosis Research, Inc. (CFRI) is a nationwide nonprofit organization founded in 1975 that provides educational and
personal support for those with CF, as well as funds research for CF. Since its start in 1975, CFRI has raised more than $8 million
for CF research and education. CFRI is a well established CF nonprofit organization. Its donations allow researchers the liberty to
approach CF from a new angle furthering the development of medical care for CF patients. Its website is easy to use, loaded with
information about the organization, and shows how dedicated CFRI is to CF patients across the nation.
Research
National Competition
The Cystic Fibrosis Foundation (CFF) is a nationwide nonprofit founded in 1955 that focuses on finding a cure for CF, as well as
providing up-to-date information about the most high-quality medication and care for CF patients. CFF is based out of
Bethesda, MD. CFF funds more research for CF than any other organization and boasts “nearly every CF drug available today was
made possible because of CFF support” (Cystic Fibrosis Foundation, 2015). CFF has chapters nationwide. The Alabama
chapter is based out of Birmingham. CFF is the biggest CF foundation in the U.S. The organization focuses more on research
rather than supplying clients with a service. The CFF website provides information about living with CF, treatments, and the
research milestones of the organization. CFF has been accredited by the National Institutes of Health, the Better Business Bureau’s
Wise Giving Alliance, Forbes, The Wall Street Journal, and by Harvard Business School.
The Boomer Esiason Foundation was created by NFL player Boomer Esiason whose son suffers from CF. The foundation focuses
on bringing awareness to CF, as well focusing on education and quality of life of those with CF. It stresses the importance of
research and the accessibility to high-quality doctors and medications. The Boomer Esiason Foundation has raised $400,000 and
has the benefit of having a well-known professional athlete as the founder and endorser.
The Rock CF Foundation is an organization based out of Detroit, MI that focuses on creating a better quality of life for CF patients
by allowing them to do fun activities. Rock CF uses the arts, entertainment, fashion and fitness to support research initiatives
and to increase public awareness of CF. Examples of the Rock CF’s programs include two running based events as well as musical
themed event. The Rock CF Foundation’s strength is its ability to appeal to kid’s wants and dreams. The Rock CF Foundation takes
a new approach to increasing the quality of life for CF patients, which is beneficial for not only the organization’s publicity but also
the CF patient’s outlook on life. The organization appears fairly new, with only 26 donors and $2,350 raised, but with this different
approach the Rock CF Foundation could grow into a large nationwide organization.

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Situation Analysis
Research
Local Competition
United Cerebral Palsy of West Alabama (UCPWA), located on Bryant Drive, is an organization dedicated to helping individuals
with disabilities in the West Alabama region. It raises money for all ages with various disabilities, not just specifically kids.
UCPWA offers at home treatment, summer camps for kids, as well as adult habilitation. UCPWA is closely connected with the
West Alabama community. It hosts the West Alabama State fair, where it partners with local companies and organizations to raise
money for local West Alabama nonprofits. UCPWA also created the first fully-wheelchair-accessible park in Tuscaloosa in 2008,
entitled Nucor United Community Park. The biggest strength UCPWA possesses is its established presence in the West Alabama
community. Another strength UCPWA has is the fact that it is so well established in the West Alabama community that it can
hosts events that benefit other local nonprofits.
UA Dance Marathon (UADM) is a 10 hour fundraising event at the University of Alabama campus benefitting Children’s
Hospital in Birmingham, AL. Over 150 schools participate in the nationwide movement of Dance Marathon which benefits the
Children’s Miracle Network. In its first year on UA’s campus the event raised $14,952.18 for Children’s Hospital. The strengths of
UADM are its high energy activities and fundraisers, as well as the fact that it is completely run by students allowing it be a fun
and fresh event. One of the weaknesses of UADM is the fact that it constantly has to focus on recruiting people to come out to
its one main event. It wants people to not only donate but also show up for the event, which can be difficult considering it is a 10
hour event on a Saturday.
Relay for Life is a nationwide running event that benefits the American Cancer Society. The University of Alabama hosts its own
Relay for Life at the Sam Bailey Track on campus. As of April 2015 there are 36 different teams signed up for the April 24, 2015
event. There are 322 participants signed up as of April 2015. These teams have raised a total of $18,084.21. The biggest strength of
UA Relay for Life is the fact that it is a well established nonprofit organization nationwide. Another strength of Relay for Life is the
fact that the organization benefits cancer, which affects almost all demographics across the nation.
Hand in Paw is located in Birmingham. This organization serves to treat adults and children with physical, emotional,
psychological and educational needs through animal-assisted therapy. It offers a twelve-week goal oriented program for troubled
youths and a reading program for youths. The organization has a very high appeal to young patients however the animals could
limit the types of patients they see. Hand in Paw works with patients at Children’s Hospital of Alabama.

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-Crimson White article about freshman fighting CF at the University of Alabama that publicized the establishment of a fundraising
site (Burwinkel, 2015).
-Laurel Ullyette promoted the hashtag #JustBreathe for her upcoming book entitled “Just Breathe: Adults Living With Cystic Fibrosis”
(House, 2015). The goal of her book was to show the public that CF is a relevent problem that is not only affecting children.
-Using #JustBreathe on Facebook, Twitter and Instagram social media users attempted to strike the attention of celebrities to promote
awareness of CF (House, 2015).
-Ullyette’s book features portraits of 92 adults with CF from 25 different cities (House, 2015)
-President Obama promotes his support of genetic research in 2015 State of the Union address (House, 2015)
-This research is beneficial for CF patients across the county who have various mutations of the disease.
-Vertex should expect approvals for its cystic fibrosis medication (Clinically Sound Investor, 2015).
Situation Analysis
Research
Media coverage of CF
Trends and Findings
-Most articles discussing awareness mention the broad use of social media to raise awareness
-Ex. #JustBreathe was used by Laurel Ullyette during the promotion of her CF related book to spread awareness across various
social media platforms.
-Legislation introduced to protect access to clinical trials for people with CF in January 8, 2015.
-New medicines continue to be created and tested for the various mutations of CF.
News Media

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Situation Analysis
-Children and teenagers living with CF
-Children and teenagers with CF are a key public to this organization and campaign because they are the ones directly affected by not only the
disease but also by Laps for CF. Money raised through Laps for CF goes to help those suffering with CF at Children’s of Alabama and UAB,
therefore children and teenagers are an important key public of Laps for CF.
Research
Key Publics
Key Publics
-Parents and siblings of children living with CF
-Parents and siblings of children living with CF are another key audience of Laps for CF because they play a crucial role in the CF patient’s
life. Parents and family members of those suffering from CF concern themselves with the well-being of the child with CF. Parents and siblings
want their family member living with CF to be happy and live as normal of a life as possible. Laps for CF works to relieve the stress that
CF can bring upon parents and family members of those suffering from CF.
-University students
-University students are an important key public to Laps for CF because they can make a big impact on fundraising and promoting awareness
of Laps for CF and CF as a whole. Without the support of university students, growth of Laps for CF could be hindered on college campuses.
-Students that major in the health field
-Students that are majoring in the health field, specifically on the medical school tract or nursing majors, are an important audience to target
because they pertain the knowledge of CF and can be beneficial in promoting awareness of Laps for CF and CF as a whole on campus.
-Students that are active in giving and participating in nonprofit organization events
-Targeting students that are already involved with other various nonprofit organizatons on campus can be a great way to tap into an already
established group of donors and volunteers. It also can be beneficial to Laps for CF because it allows the organization the ability to reach out
to other nonprofits to establish a relationship between the organizations.
-Children’s of Alabama Hospital
-Children’s of Alabama Hospital is another important public for Laps for CF because it is the facility where Laps for CF donations are
translated into medication and services necessary for CF patients. It is important to keep Children’s in mind when planning and conducting
any aspect of this campaign, given it is pretty much the purpose of fundraising within Laps for CF.

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Situation Analysis Key Publics
Key Publics cont.
-University of Alabama at Birmingham Hospital
-UAB Hospital is another beneficiary of money raised by Laps for CF. UAB Hospital is an important public to Laps for CF because money
raised through Laps for CF events goes directly to the CF center within UAB Hospital.
Research
-Patients, doctors, nurses, and donors of Children’s and UAB
-By targeting patients, doctors, nurses and donors of both Children’s and UAB, Laps for CF is at an advantage. By covering all aspects of both
hospitals, Laps for CF can ensure their message is heard and understood. Targeting donors and explaining to them what Laps for CF does
allows for an increase in fundraising for both hospitals and Laps for CF.
-Birmingham community
-The Birmingham community as a whole is important to Laps for CF because they were the first donors that helped bring the organization to
life. Emily raised such an amazing amount of money from the help and support of the Birmingham community. Active donors of Laps for CF
in Birmingham are extremely important because their generous donations allow Laps for CF to thrive as well as CF patients at Children’s and
UAB to live a healthier and happier life.The Birmingham community is also important because Laps for CF is based out of Birmingham. The
majority of past events hosted by Laps for CF were held in Birmingham.
-Tuscaloosa community
-The Tuscaloosa community is also important to Laps for CF because UA has become the focus of Laps for CF’s main fundraiser, Splash for
CF. In the past, Splash for CF was very popular on UA’s campus but has continued to dwindle in popularity. By reaching out to not only
UA’s student body but also to Tuscaloosa residents, Laps for CF can continue to flourish outside of the Birmingham community. There is a
small group of established donors within Tuscaloosa from previous Splash for CF events, so reaching out this group is crucial for the success
of Laps for CF within the Tuscaloosa community.

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Primary Research
Objective: To gain a better understanding of what bring students to an event.
Research
Focus Group
Focus Group Research
The goal of the primary research plan is to better understand how students interact with organizations on campus. First, a focus group was conducted to better
understand which on campus fundraising events students attend, why they attend these events, and what draws them to a fundraising event. A survey was then
distributed to better understand how students become informed of events on campus and how they interact with nonprofit organizations through social media.
The third and final primary research measure consisted of one-on-one interviews with the managers of three successful nonprofits on campus. Listed below are the
research measures and findings.
Methodology: Hosted and video recorded a 25-minute focus group at the Ferguson Center at 2:30 p.m. on Sunday, February 15, 2015.
Key Findings:
-Students are most likely to attend an event on Friday and Saturday afternoons.
-Giveaways and free promotional items are an incentive for students to attend an event.
-Students are more likely to donate money and attend an event if they know exactly where the proceeds are going.
-Promotions must have an emotional appeal, be eye-catching and professional.
-Bring awareness to the organization and cause before promoting a specific event.
-Opportunities for networking with professionals and other students is a highly influential incentive.
-Events must be all-inclusive to students.
-Laps for CF’s name is unrecognizable to the students sampled. Students did not automatically see the connection between Laps for CF and
swimming.
Implications for campaign:
-Come up with promotional events prior to the big event that brings awareness to Laps for CF and Cystic Fibrosis.
-Give students information about where exactly the donations are going.
-Incorporate children who are living with cystic fibrosis into campaign for an emotional appeal.
-Events held on Friday and Saturday afternoon are more likely to have higher attendance than on other days of the week.
(See Appendix pg. 34-37)

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Primary Research
Online Survey Research
Research
Online Survey
Methodology: Distributed an 18-question Qualtrics survey online through a variety of University of Alabama campus Facebook walls, as well as
personal Facebook accounts.
Objective: To understand how students consume information and figure out the best way to communicate our event to students on campus.
Key Findings:
-Students are most likely to get information about on campus events from social media and through email.
-Students are more likely to use social media for personal use, rather than for professional use.
-While Instagram is the most popular social media network among students for general purposes, they are more likely to follow nonprofit
organizations on Facebook.
-The majority of students do not read the student newspapers (The Crimson White and the Odyssey) on a regular basis, if at all.
-Students are more likely to read emails from the University rather than signing up for various e-newsletters.
-Students pay little to no attention to promotional flyers and bulletin boards on campus.
-Students, for the most part, will attend one-to-two fundraising events per semester.
-Most students are willing to donate up to $10 for a fundraising event.
-Events need to be heavily marketed through social media, particularly Facebook and Twitter in order to gain followers and raise
awareness of the organization.
-Because of the low viewership of campus newspapers, there will be more effort to communicate with students in other ways.
-Due to the low enthusiasm that students have for fundraising events on campus, additional efforts will be made to make the event more
appealing and interesting to the general student population.

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Primary Research
One-on-one Interviews
Research
One-on-one Interviews
Methodology: Have one-on-one interviews with leaders of three successful non profits on campus.
Key Findings:
-Events are most successful in attracting attendees when they are marketed towards the public no more than two weeks ahead of time.
However, this can depend on the type of event being held.
-Students respond well to free prizes and giveaways as an incentive.
-Events with well-known sponsors attract attendees.
-Large events are most successful when the organization hosts smaller events ahead of time to inform participants about upcoming events.
-Different organizations market their events in different ways. Some primarily rely on social media while others try one-on-one
interactions.
-Individuals with CF and their families wish to live a normal life, where the child can be a typical kid who just happens to have CF.
Objective: To gain a better understanding of what makes an event successful.
-There are certain aspects of events that students respond well to.
-Efforts should be made to reach out to at least one sponsor to donate prizes for the event.
-Prior to a major event, there should be smaller events in order to spread awareness about the organization and the cause.
-After discussing what it is like to live with someone who has CF, these hardships can be translated into an important component of the
message strategy.

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SWOT
Strengths
-Established and dedicated donors in the
Birmingham and Tuscaloosa areas.
-The organization is built upon strong principles established by
Emily when Laps for CF first began.
Weaknesses
-Weak online presence
-Website is outdated and lacks information. No mention of
business sponsorships
-No established social media strategy for various platforms.
-Lacks interaction with their followers/users on social
media
-Organization name not easily recognized among UA students
-Inconsistency of events
-Limited relationship with Children’s of Alabama
-Emily has grown up and is not involved as much with the
organization
-No public corporate partners
-Loss of child spokesperson for organization
Opportunities
-UA students willingness to participate in
involvement with charities
-The established use of social media in the college
demographic
Threats
-Competition with CFF and other CF organizations locally and
nationwide
-Campus organizations can no longer force members to attend
events
-College students’ apprehension to attend nonprofit events
-Crimson White released an article about a freshman with
cystic fibrosis, a donation website has been established drawing
attention away from Laps for CF
Research

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Problem Statement
A number of Laps for CF communication outlets
are being underutilized, which has led to a loss in
funding and awareness.
Research

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Objectives
Objective 1:
Increase public awareness of cystic fibrosis among
University of Alabama undergraduates by 4,000 students
by February 28, 2016.
Objective 2:
Increase public awareness of Laps for CF among University
of Alabama undergraduates by 400
students by February 28, 2016.
Objective 3:
Increase attendance at Splash for CF among UA students by
100 students by March 28, 2016.
Objective 4:
Increase fundraising for Laps for CF among the Tuscaloosa
community by $5,000 by
April 30, 2016.
Planning
The main goal of this campaign is to promote awareness of not only Laps for CF but CF as a whole. The strategy behind public relations expresses it is
best to promote awareness before diving into fundraising and attendance at events. The goal is to inform UA’s campus about CF and why they should
care about it. The campaign will then build off that awareness to promote awareness about Laps for CF. After awareness has been raised about CF
and Laps for CF the campaign will then encourage participation and attendance at Laps for CF events. By persuading students to attend Laps for CF
events the

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Strategies and Tactics
Objective 1: Increase public awareness of cystic fibrosis among University of Alabama undergraduates by 4,000 students by February 28, 2016.
Strategy 1: Partner with different organizations on campus to spread awareness.
Tactic 1: Host a forum to educate UA students about CF. (See Appendix pg. 01-02)
Tactic 2: Speak at other organization’s meetings to inform them about CF. (See Appendix pg. 03)
Tactic 3: Work with The Health Hut to produce and distribute buttons on campus to spread awareness. (See Appendix pg. 04)
Tactic 4: Ask Crimson Chaos to wear purple ribbons to gain attention for CF (See Appendix pg. 04)
Strategy 2: Reach out to prominent individuals on campus to help spread awareness.
Tactic 5: Ask student athletes to retweet content about CF on Twitter. (See Appendix pg. 05-06)
Tactic 6: Reach out to various UA parody accounts to ask them to retweet content about CF on Twitter. (See Appendix pg. 05-06)
Tactic 7: Appear on WVUA 90.7 The Capstone to promote awareness of CF. (See Appendix pg. 07)
Implementation
Objective 2: Increase public awareness of Laps for CF among University of Alabama undergraduates by 400 students by February 28, 2016.
Strategy 3: Partner with University Programs to host an event during Week of Welcome.
Tactic 8: Host a water-themed event at the Calvary Baptist Church parking lot. (See Appendix pg. 08-09)
Tactic 9: Make the event worth Panhellenic points to attract Greek members. (See Appendix pg. 09)
Tactic 10: Promote event by placing flyers throughout campus. (See Appendix pg. 10)
Tactic 11: Promote event with sidewalk chalk. (See Appendix pg. 10)
Tactic 12: Promote event through social media. (See Appendix pg. 11)
Tactic 13: Pay for three tweets to be shared on The Crimson White twitter to promote event. (See Appendix pg. 11)
Strategy 4: Enhance digital media presence of brand image for Laps for CF.
Tactic 14: Feature profile stories of individuals impacted by Laps for CF on Facebook, Twitter and Instagram. (See Appendix pg. 12)
Tactic 15: Create new website design with updated content. (See Appendix pg. 12-15)
Strategy 5: Use social media to share series of Laps for CF videos.
Tactic 16: Work with TCF students to create a YouTube series called “Behind the Scenes with CF.” (See Appendix pg. 16)
Tactic 17: Interview CF patients and families for YouTube series every other month. (See Appendix pg. 16)
Tactic 18: Share videos on Facebook and Twitter with hashtag #LapsforCF and #BehindtheSceneswithCF. (See Appendix pg. 16)

28
Strategies and Tactics
Objective 3: Increase attendance at Splash for CF among UA students by 100 students by March 28, 2016.
Strategy 6: Make the event interactive and not only about watching others swim.
Tactic 19: Rent a dunk tank. (See Appendix pg. 17)
Tactic 20: Rent a water slide. (See Appendix pg. 17)
Tactic 21: Have a raffle for various prizes. (See Appendix pg. 17)
Tactic 22: Have individuals sign up before Splash for CF to compete in swimming competition at the event. (See Appendix pg. 18)
Tactic 23: Swimmers can receive donation pledges for how many laps they swim. (See Appendix pg. 18)
Strategy 7: Increase promotional efforts through social media.
Tactic 24: Post promotional flyers encouraging followers to like and share content on Facebook and Twitter. (See Appendix pg. 19)
Tactic 25: Create a scavenger hunt on campus to encourage students to interact with Laps for CF using the hashtag
#CFScavengerHunt on Twitter and Facebook. (See Appendix pg. 19-20)
Strategy 8: Increase promotional efforts through traditional media and other various outlets.
Tactic 26: Promote Splash for CF by chalking the sidewalks on campus with event information. (See Appendix pg. 21)
Tactic 27: Promote Splash for CF by posting flyers around campus. (See Appendix pg. 21)
Tactic 28: Feature article about Laps for CF and Splash for CF in Crimson White and Odyssey. (See Appendix pg. 22)
Implementation
Objective 4: Increase fundraising for Laps for CF among the Tuscaloosa community by $5,000 by April 30, 2016.
Strategy 9: Work with local businesses to increase fundraising.
Tactic 29: Work with Midtown stores to host a shop-out event. (See Appendix pg. 23-24)
Tactic 30: Work with local restaurants to have a dine-out benefit night. (See Appendix pg. 24-25)
Tactic 31: Place money collections jars at various local businesses. (See Appendix pg. 26)
Strategy 10: Encourage donations at Laps for CF events.
Tactic 32: Have a jar at the Week of Welcome water-themed event for donations. (See Appendix pg. 27)
Tactic 33: Charge $5 for wristbands for entry to Splash for CF. (See Appendix pg. 27)
Tactic 34: Have a raffle at Splash for CF to encourage donations. (See Appendix pg. 27)
Tactic 35: Have a jar at Splash for CF for donations. (See Appendix pg. 27)

29
Timeline
July 2015
July 1: Website redesign. Place collection jars at local businesses
July 27: Send pitch emails to doctors from Children’s of Alabama to ask them to speak at forum
August 2015
August 1-22: Promote WOW event through Laps for CF social media platforms. Share CF content through Laps for CF social media platforms
August 7: Check collection jars
August 10-12: Reach out to popular UA social media accounts to promote WOW event. Place flyers around campus and chalk the sidewalks to
promote WOW event. Speak at student organizations about CF. Reach out to popular student athletes to share CF content and
promote WOW event on social media
August 18: Reach out to popular UA social media accounts to continue promoting WOW event. Reach out to popular student athletes to share CF
content and promote WOW event on social media
August 19-21: Speak at student organizations about CF and promote WOW event
August 20: Send email to TCF department to secure videographer for YouTube series
August 22: Set up the waterslide and refreshments for the WOW event at Calvary Baptist Church. Host WOW event
August 31: Send pitch to Health Hut. Contact doctors to ensure they are able to attend forum. Print all flyers for all Laps for CF events
Implementation
2015 Timeline
September 2015
September 1-3: Begin working with student videographers to create “Behind the Scenes with CF” YouTube series
September 1-23: Promote forum on social media
September 1-8: Place flyers around campus to promote Chipotle dine-out event. Promote Chipotle dineout event on all social media platforms
September 7: Check collection jars. Interview CF patient for “Behind the Scenes with CF”
September 9: Dine-out benefit at Chipotle Mexican Grill
September 9-11: Work with TCF student editing interview for “Behind the Scenes with CF”
September 13-19: Speak to campus organizations to promote attendance at forum
September 14: Help Health Hut distribute CF buttons. Share first “Behind the Scenes with CF” interview on YouTube, Facebook and Twitter
September 15-18: Continue pursuing athletes and popular UA social media accounts to retweet Laps for CF content
September 23: Host forum at Ferguson Center
September 29: Midtown shop-out event

30
Timeline
October 2015
October 5: Reach out to local CF patient to be featured in profile story
October 7: Check collection jars
October 14: Help Health Hut distribute CF buttons. Interview local CF patient for feature profile story
October 26: Share feature profile story of CF patient on all social media platforms
November 2015
November 2: Dine-out benefit at Panera Bread
November 6: Check donation jars
November 9: Interview CF patient for “Behind the Scenes with CF”
November 3-11: Work with TCF student editing interview for “Behind the Scenes with CF”
November 16: Share CF patient interview for “Behind the Scenes with CF” on all social media platforms
December 2015
December 7: Continue to reach out to popular UA athletes and parody accounts on social media to share CF content. Check donation jars
Implementation
2015 Timeline cont.

31
Timeline
March 2016
March 1: Place flyers on campus to promote Splash for CF event. Chalk sidewalks promoting Splash for CF event. Order wristbands and raffle
tickets online
March 1-31: Promote Splash for CF event on all social media platform using #SplashforCF. Continue placing flyers and chalking sidewalks
March 7: Distribute pitch to swim team describing why they should sign up and take pledges for swim competition at Splash for CF event
March 21: Crimson White and Odyssey release feature article about Splash for CF. Fill out Panhellenic form for Splash for CF event
March 21-31: Sell wristbands for Splash for CF event
Implementation
February 2016
February 1: Interview CF patient for “Behind the Scenes with CF”
February 2: Send out pitches to local businesses to collect raffle prizes
February 8-10: Work with TCF student editing “Behind the Scenes with CF”
February 15: Share CF patient interview for “Behind the Scenes with CF” on all social media platforms
February 15-19: Continue to reach out to UA athletes and parody accounts on social media to share CF content and promote Splash for CF
February 29: Appear on WVUA 90.7 to discuss CF and promote Splash for CF event
January 2016
January 4: Begin using #SplashforCF on all social media platforms to promote UA Splash for CF event. Reach out to local CF patient to be featured in
profile story. Send pitch for scavenger hunt gift cards to local businesses
January 7: Check donation jars
January 11-15: Reach out to popular UA athletes and parody accounts on social media to share CF content and promote Splash for CF. Interview
local CF patient for feature profile story
January 18: Dine-out event at Kobe
January 21: Share feature profile story of CF patient on all social media platforms
January 18-22: Promote scavenger hunt on all social media platforms with #CFscavengerhunt
January 25: Hold scavenger hunt on campus. Post clues on all social media outlets with #CFscavengerhunt
2016 Timeline

32
Timeline
2016 Timeline cont.
May 2016
May 9: Pick up collection jars from all businesses
May 9-31: Conduct evaluation of campaign
April 2016
April 1-8: Continue to sell wristbands, chalk sidewalks, and promote Splash for CF event through social media platforms. Reach out to popular UA
athletes and parody accounts on social media to promote Splash for CF event
April 5-7: Three Tweets from Crimson White Twitter account shared
April 9: Host Splash for CF event. Set up dunk tank, water slide and collection jar at Splash for CF event
Implementation

33
Budget
Implementation
Tactic # Description Quantity Subtotal Tax/Shipping Total
1 Traveling costs for forum speakers 5 $150.00 $0.00 $150.00
2 Speaking to UA organizations $0.00 $0.00 $0.00
3 Buttons 300 $105.00 $17.67 $122.67
4 Roll of ribbon for Crimson Chaos (Michaels) 3 $15.00 $1.35 $16.35
Scissors (Michaels) 1 $2.50 $0.23 $2.73
5 Student athlete tweets 10 $0.00 $0.00 $0.00
6 UA Twitter account tweets 10 $0.00 $0.00 $0.00
7 Interview on WVUA 90.7 The Capstone 1 $0.00 $0.00 $0.00
8 Water slide rental for WOW event (Fun Source) 1 $300.00 $27.00 $327.00
Water hose (Home Depot) 1 $7.97 $0.72 $8.69
Water coolers (Academy Sports) 5 $114.95 $10.35 $125.30
Ice 7 $21.00 $1.89 $22.89
Cleaning fee for church (Calvary Baptist Church) 1 $50.00 $0.00 $50.00
9 Fill out form for Panhellenic points 1 $0.00 $0.00 $0.00
10 Promotional flyers for WOW event (FedEx) 150 $207.00 $18.63 $225.63
11 Box of sidewalk chalk for WOW event 1 $7.00 $0.63 $7.63
12 Social Media for WOW event $0.00 $0.00 $0.00
13 Tweets for Crimson White Twitter 3 $150.00 $0.00 $150.00
14 Feature profile stories 2 $0.00 $0.00 $0.00
15 Website redesign $0.00 $0.00 $0.00
16 Gift card for student videographer 1 $100.00 $0.00 $100.0
17 Traveling costs for interviews 3 $60.00 $0.00 $60.00

34
Budget cont.
Implementation
Tactic # Description Quantity Subtotal Tax/Shipping Total
18 Sharing videos on social media $0.00 $0.00 $0.00
19 Dunk tank rental for Splash for CF (Fun Source) 1 $200.00 $18.00 $218.00
20 Water slide rental for Splash for CF (Fun Source) 1 $300.00 $27.00 $327.00
21 Raffle tickets (eBay) 1 $5.00 $0.45 $5.45
Raffle prize donations 5 $0.00 $0.00 $0.00
22 Swim competition sign-up $0.00 $0.00 $0.00
23 Personal pledges $0.00 $0.00 $0.00
24 Sharing promotional material on social media $0.00 $0.00 $0.00
25 Gift cards for scavenger hunt winners 5 $50.00 $0.00 $50.00
26 Sidewalk chalk for Splash for CF promotion 1 $7.00 $0.63 $7.63
27 Promotional flyers for Splash for CF (FedEx) 150 $207.00 $18.63 $225.63
28 Feature article in Crimson White and Odyssey 1 $0.00 $0.00 $0.00
29 Partnership with Midtown stores $0.00 $0.00 $0.00
30 Dine-out night 3 $0.00 $0.00 $0.00
31 Collection jars for local business (Walmart) 12 $38.00 $3.42 $41.42
32 Collection jars for WOW event (Walmart) 6 $19.00 $1.71 $20.71
33 Wristbands for Splash for CF event (Wristco.com) 500 $24.75 $2.23 $26.98
Miscellaneous (contigency fund) $300.00 $0.00 $300.00
Total cost of campaign $2,591.71

36
Evaluation
Objective 1: Increase public awareness of cystic fibrosis among University of Alabama undergraduates by 4,000 students by February 28, 2016.

Evaluation
A post-campaign awareness survey will be distributed to UA undergraduates to determine whether students became informed about cystic
fibrosis after the campaign is completed.
Questions will include:
Have you heard of cystic fibrosis?
If yes, how did you first hear about cystic fibrosis?
Did you attend the cystic fibrosis forum held by Laps for CF?
How many times were you exposed to information about cystic fibrosis on campus?
Do you feel you have a better understanding of cystic fibrosis after being exposed to cystic fibrosis information on campus?
If 4,000 students respond that they are aware of cystic fibrosis after the campaign’s efforts, the goal will be considered met.
Gauging and measuring local media coverage based on the number of references in the Crimson White, Odyssey, and
Tuscaloosa News is important to measure the effectiveness of this campaign. Measuring the overall media impression on the Tuscaloosa
community is also necessary to evaluate the campaign. The goal of measuring the overall media impression of the campaign is to evaluate
whether the media exposure was positive or negative for cystic fibrosis.
Evaluation

37
Objective 2: Increase public awareness of Laps for CF among University of Alabama undergraduates by 400 students by February 28, 2016.
Evaluation
A post-campaign awareness survey will be distributed to UA undergraduates to determine whether students became informed about Laps for
CF after the campaign is completed.
Have you heard of the organization Laps for CF?
If yes, how did you hear about Laps for CF?
What does Laps for CF do?
Have you heard of any upcoming Laps for CF events?
If yes, what upcoming events is Laps for CF hosting?
How many times were you exposed to promotional material for Laps for CF?
If 400 students respond that they are aware of Laps for CF, as well as know what the organization does, the goal for the campaign will be
considered met.
Measuring local media coverage based on number of references of Laps for CF in the Crimson White, Odyssey, and Tuscaloosa News is a
crucial step in evaluating the overall effectiveness of the campaign. Measuring the overall media impression on the Tuscaloosa community is
also important to consider when evaluating the campaign. The goal of measuring the media coverage and impression is to determine
whether the media coverage was beneficial or detrimental for Laps for CF.
Evaluation
Evaluation

38
Objective 3: Increase attendance at Splash for CF among UA students by 100 students by March 28, 2016.
Evaluation
To measure the attendance at Splash for CF, counting the number of tickets sold for the event is the best way to calculate the effectiveness of
the event. Examining to see which organizations bought the most tickets is important because it shows who had the most interest in the event.
If 100 tickets are sold to UA students for the event, the goal for the campaign will be considered met.
A post-event audience evaluation will also be distributed to all attendees. Attendees will be asked for their email addresses upon entry in
order to distribute the follow up surveys.
Why did you attend Splash for CF?
How did you hear about the event?
What was your favorite part about Splash for CF?
In your opinion, what could be better about the event?
Would you attend Splash for CF again?
If we can send this survey to 100 attendees, our goal will be considered met.
Evaluation
Evaluation

39
Objective 4: Increase fundraising for Laps for CF among the Tuscaloosa community by $5,000 by April 30, 2016.
Evaluation
To measure the amount of money raised for Laps for CF there are various measures to count the money raised from each fundraising event.
To determine how much money was generated through the donation jars placed at all Laps for CF events and fundraisers, money must be
collected and counted from all of the donation jars. The goal of this campaign is to raise $600 total through the donation jars.
To determine how much money was raised through the Midtown and dine-out fundraising events, the amount raised will be documented
according to each store/restaurant. It is important to note which stores/restaurants brought in the most money to not only thank them but
possibly partner with them again in the future. The goal of campaign is to raise at least $2,050 total through the Midtown and dine-out events.
To determine how much money was raised through the Splash for CF event there are various ways to measure each aspect of the event.
Measuring how many admission tickets were sold for the event is thefirst aspect. The goal of this campaign is to sell 250 tickets at $5 per ticket
to
raise $1,250. It is also necessary to determine how many raffle tickets are sold at the event. The goal of this campaign is to sell at least 300
tickets at $2 per ticket to raise $600.

The last way to measure fundraising is to determine how much money is raised through selling cups of water and lemonade at all Laps for CF
Evaluation
Evaluation

Appendix
01
Tactic 1
Dear (Insert Doctor’s name),
My name is ___________. I am working with a Birmingham nonprofit that raises
money to help cystic fibrosis patients at Children’s of Alabama hospital entitled Laps
for CF. Laps for CF’s fundraising efforts help the children affected by cystic fibrosis
to help them live a happy and normal life.
Laps for CF is hosting a panel forum on September 23, 2015 at the University of
Alabama Ferguson Center at 6 p.m. We would love for you to be a part of our panel.
We want to educate students at the University of Alabama about CF and help them
realize what they can do to help. We believe this to be a very important issue for our
campus due to the recent death of a freshman student who suffered from CF. With
your experience working at the Children’s of Alabama Hospital CF Center, we think
you would be a great contributing member to our panel.
For your donated time, Laps for CF will reimburse you for gas spent driving to
Tuscaloosa to attend the forum.
We would greatly appreciate if you participated in our forum and helped to fulfill
Laps for CF’s mission in educating and helping people when it comes to CF.
Thank you so much for your time. Feel free to contact me at ___-___-____.
______________
Laps for CF Campaign Director
(Insert Director’s Tuscaloosa address)
This is a sample email invitation that will be sent to doctors who work at the
Children’s CF Center. For contact list, refer to Appendix pg. 28
This is a flyer to be posted around campus to promote
attendance at the CF forum.
LAPS FOR CF PRESENTS
CYSTIC FIBROSIS AWARENESS FORUM
SEPTEMBER 23, 2015
6:00pm
Ferguson Center Theatre
Sponsored By:

Appendix
02
Tactic 1
• Twitter: Join Laps for CF at a forum on Sept 23rd! Come to
the Ferg for a great opportunity to hear about a disease that
YOU can help fight!
• Facebook: Come out to the Ferguson Center on
September 23rd for a night filled with great speakers and
a chance for you to make a difference in the lives of kids
everywhere! Laps for CF is partnering with PRSA to help
YOU learn what you can do to help fight Cystic Fibrosis!
These are sample social media posts that will be shared on
all Laps for CF social media platforms to promote
attendance at the forum.
This is the form that must be filled out in order to rent a room at the
Ferguson Center.
Hello (Amy Beasley, Leslie G. Cole),
My name is ____________. I’m emailing you on behalf of Laps for CF to inform you of an upcoming event we are hosting that we believe will be of interest for you
and your students.
Laps for CF is a Birmingham nonprofit dedicated to helping those suffering from cystic fibrosis. Laps for CF is hosting a panel forum on September 23, 2015 at 6
p.m. in the Ferguson Center to inform students about CF and increase awareness on UA’s campus. We will have a panel of doctors from the Children’s of Alabama
CF Center explaining exactly what CF is and why we should care about it. We believe this to be a very important issue for our campus due to the recent death of a
freshman student who suffered from CF.
We want as many people as possible to show up, so we wanted to reach out to medical and science related professors to encourage their students to attend our event
for extra credit.
If you would like more information feel free to respond to this email or contact me at ___-___-____.
Thank you for your time,
_________________
This is a sample email that will be sent to nursing professors to
inform them of the CF forum. The goal of this email is to have these
professors encourage their students to attend the forum for possible
extra credit. For contact list, refer to page

Appendix
03
Tactic 2
Good afternoon _______,
Thank you for having me today, my name is ______ and I work for Laps for CF.
Laps for CF is a nonprofit organization located in Birmingham. Laps was founded in 2003 by Emily Schreiber who was 9 years old at the time and struggling with
cystic fibrosis. She started the foundation in hope to raise $3,000. That goal was far surpassed as Laps has raised over $2 million.
Now Laps for CF wants to spread awareness of this disease around campus and the community.
CF is a life threatening disease that affects over 30,000 children and adults in this country. Due to a defective gene and its protein product, this disease causes the
body to produce unusually thick, sticky mucus that clogs the lungs and obstructs the pancreas. CF patients do not have noticeable symptoms to those around them.
However, this disease is severe and life threatening.
One out of 31 people are symptomless carriers of the gene. Those suffering from CF experience persistent coughing, frequent lung infections, shortness of breath,
poor growth and slow weight gain. Patients experience long periods of time going in and out of the hospital. Children are frequently separated from school, family
and friends. This greatly affects their social development and education.
There are students on this campus that live with CF. As you may have heard a UA freshman recently passed away due to CF. In light of this tragic loss Laps for CF
is hosting an awareness forum on September 23 at 6 p.m. in the Ferguson Center. A panel of doctors will be the guest speakers. We hope that all of you can attend
and help us raise awareness. Thank you all for giving me your time. We greatly appreciate your support.
A representative from Laps for CF will attend student organizations’ meetings to promote attendance at the CF forum as well as promote awareness of CF.

Appendix
04
Tactic 3
Hello Ms. Vickery,
Laps for CF is a nonprofit organization that raises awareness and funds for
cystic fibrosis patients. We are very impressed with The Health Hut students
and the manner in which you conduct business. We understand the presence
you have on campus and the ability to make an impact.
Laps for CF is building awareness on campus about cystic fibrosis. We believe
that The Health Hut can help us achieve this goal of spreading awareness. We
would like to create cystic fibrosis support buttons for the members to wear
when they run the hut. We will also provide enough buttons so they can be
handed out to students passing by the hut.
We would greatly appreciate your help in accomplishing these awareness
goals. Feel free to contact me through email or by phone ___-___-____.
Thank you for your time. We hope to refer to you as a partner soon.
_______________
Jessica Vickery is an Assistant Director of Health Education &
Promotion for the Department of Health Promotion & Wellness in the
Student Health Center. She works directly with the members of Project
Health who are in charge of running the Health Hut on campus. For
contact information, refer to Appendix pg. 28
TAKE A
STAND
AGAINST
CYSTIC
CURE
CYSTIC
FIBROSIS
I
SUPPORT
LAPS
FIBROSIS
FOR CF
Tactic 4
These are sample buttons that will be cre-
ated and distributed through the Health
Hut.
Dear members of Crimson Chaos,
Laps for CF is a nonprofit organization that raises awareness and funds for cystic
fibrosis patients. We are very impressed with the organization of your members
and the manner in which you conduct your business. We understand the
presence you have on campus and the ability to make an impact.
As you may have heard, a freshman here at UA recently passed away due to her
fight with CF. Her loss is tragic and Laps wants to bring this terrible disease
in hopes of defeating it. Laps for CF would like to provide each member of
Crimson Chaos with a ribbon that shows support for CF. We ask that your
members display the ribbons on various costumes and outfits they wear to
athletic events.
We want to spread the awareness of CF across campus and the
surrounding community. Having your members display our ribbons at athletic
events will most definitely help us accomplish this goal. Thank you for the
support you provide to Alabama athletics and the energy you bring to the fans
and the game.
Feel free to contact me through email or by phone ___-___-____.
Thank you for your time. We hope to refer to you as a partner soon.
_______________
This is a sample pitch that will be emailed to Crimson Chaos members to
ask them to wear purple ribbons in honor of CF. For contact information,
refer to Appendix pg. 28

Appendix
05
• Did you know that an estimated 3,000 children and adults suffer from CF in the U.S.? Do your part and help us fight this disease!
• Cherish every breath because not everyone can. Learn more about Cystic Fibrosis and what you can do to help at: http://lapsforcf.org/what-is-cf/
• About 10 million Americans (or 1 in every 31) are symptomless carriers of the CF gene. Learn more about the symptoms and facts at: http://lapsforcf.org/
Tactic 5 & 6
Message 1 of 3:
Hello, We're a non-profit on UA's campus and were hoping that you would consider retweeting a tweet about Cystic Fibrosis awareness.
Message 2 of 3:
It would just be 1 tweet encouraging people to check us out while also learning about the fight against CF. We hope you'll consider helping!
Message 3 of 3:
Thanks so much and we look forward to your reply!
-Laps for CF
These are sample direct messages that will be sent to various student athletes and UA parody accounts through Twitter.
These are sample tweets that will be tweeted from Laps for CF’s Twitter account and then retweeted by student athletes and parody accounts.
This picture goes with the second tweet.

Appendix
06
Tactic 5 & 6 cont.
Athlete accounts UA parody accounts

Appendix
07
Tactic 7
Dear Taylor Shutt,
I am working with a Birmingham nonprofit that raises money
to help cystic fibrosis patients at Children’s of Alabama hospital
entitled Laps for CF. Laps for CF’s fundraising efforts help the
children affected by cystic fibrosis to help them live a happy and
normal life.
I am contacting you because I’m interested in an on-air
sponsorship between Laps for CF and 90.7 The Capstone. We
were hoping to come and conduct a few short on-air interviews
to promote awareness of CF on UA’s campus. We can have
questions prepared prior to the time of interview. Recently, a
UA student who was living with CF passed away therefore it is a
relevant issue on this campus.
Please let me know if you would like more information. Feel free
to email me at this email address or call me at ___-___-____.
Thank you for your time.
Sincerely,
________________
This is a pitch to be emailed to Taylor Shutt who is in charge
of on-air sponsorship of WVUA programming and also
oversees website ads. For contact information, refer to
Appendix pg. 29
Fact Sheet
Founded by CF patient, Emily Schreiber, Laps for CF is dedicated to raising awareness of
cystic fibrosis and providing financial support in all areas of need for CF treatment,
research, care, and improved quality of life. Laps for CF, which was founded in 2003 when
Emily was nine, has now raised over $2 million to support the fight against cystic fibrosis,
far surpassing her original goal of $3,000.
Laps for CF locally supports the cystic fibrosis clinic at Children’s of Alabama and the
University of Alabama at Birmingham by donating its proceeds to medical efforts being
conducted at each facility.
Mission statement: To raise money in order to help improve the lives of kids with cystic
fibrosis, to raise funds for a cure, and to help those families who are affected by the disease.
Cystic Fibrosis
Cystic fibrosis (CF) is a life threatening disease that affects the lungs and digestive system.
Due to a defective gene and its protein product, this disease causes the body to produce
unusually thick, sticky mucus that clogs the lungs and obstructs the pancreas. CF patients
do not have noticeable symptoms to those around them. However, this disease is severe and
life threatening.
This is a fact sheet that will acccompany the email sent to Taylor Shutt. This document
provides a background on Laps for CF so WVUA 90.7 can have a better understanding
of what exactly the organization does.

Appendix
08
Tactic 8
Tricia Perkins:
My name is ___________. I am working with a Birmingham nonprofit
that raises money to help cystic fibrosis patients at Children’s of Alabama
hospital entitled Laps for CF. Laps for CF’s fundraising efforts help the
children affected by cystic fibrosis to live a happy and normal life.
I am contacting you because we are interested in renting out your parking
lot for our Week of Welcome event, Slide for CF. We would not need to
use the inside facilities, just the outside. We can provide our own supplies,
we just need the parking lot to hold the event. We are planning on having
a blowup water slide as well as refreshments at the event. We are more
than willing to pay a rental fee and/or a clean up fee.
Please feel free to contact me at this email address or by telephone at
___-___-____.
Sincerely,
_______________
This is an email that will be sent to Tricia Perkins who is in charge of
Communications and Event Management at Calvary Baptist Church.
This email explains why the facility is necessary for the WOW event.
For contact information, refer to Appendix pg. 29
This is a screenshot of a sample request form that needs to be completed in
order to request the parking lot for the WOW event at Calvary Baptist Church.
At the beginning of the week a round table votes to allow or deny the request.
This is a picture of the slide that will be rented from Fun
Source for the Slide for CF WOW event. The slide will be the
main attraction of the event.

Appendix
09
Tactic 8 cont.
LaToya Scott:
My name is ___________. I am working with a Birmingham
nonprofit that raises money to help cystic fibrosis patients at
Children’s of Alabama hospital entitled Laps for CF. Laps for CF’s
fundraising efforts help the children affected by cystic fibrosis to live a
happy and normal life.
I am contacting you because we are interested in working with
University Programs to host an event during Week of Welcome called
Slide for CF. We want to set up a water-themed event in the parking lot
by Calvary Baptist Church. We plan to have a large water slide as well as
some refreshments for the students that attend. With Week of Welcome
being such a big event, we would appreciate the opportunity to be a part of
it. I hope that we can discuss the
possibility of this partnership soon so please contact me at your earliest
convenience. Thanks for your time.
Please feel free to contact me at this email address or by telephone at ___-
___-____.
Sincerely,
_______________
This is an email that will be sent to LaToya Scott who is the Director
of University Programs. University Programs runs Week of Welcome.
Tactic 9
This is a screenshot of a sample Panhellenic form that needs to be completed
online in order to make WOW event worth Panhellenic points.
Panhellenic points are important to consider when hosting an event because
it can draw in the Greek population on campus. Most fraternities and
sororities are required to get a certain amount of Panhellenic points each
semester. Form can found on UA Panhellenic website.

Appendix
10
Tactic 10
This is a sample Slide for CF flyer, which is the event to be held
during Week of Welcome. Slide for CF is a fun and interactive event
for students to attend during Week of Welcome. It will be held in the
Calvary Baptist Church parking lot. The event will be free of entry
because it is an awareness based event. Water will be sold for $1 a
cup at the event. The goal of the event is to introduce students to
Laps for CF as an organization but in a fun and enticing way. August
is a rather hot month in Tuscaloosa, so creating a fun event where
students can beat the heat is a great way to kick-off Laps for CF’s
campaign on UA’s campus. 150 flyers will be printed at FedEx.
Tactic 11
This is a sample of sidewalk chalk message that will be written across the
sidewalks on the quad, in front of Lloyd, in front of Reese Phifer, at the Ferg,
at BB Comer, and by the front steps of Farrah. The sidewalk chalk messages
will promote the Slide for CF WOW event. Fun and bright colors will be used
to attract attention of pedestrians.
Week of Welcome
Slide for CF
Benefitting Laps for CF
Calvary Baptist Church
Friday August 21
12-2 pm
Week Of Welcome
Laps for CF sponsoring
SLIDE FOR CF
in conjuction with
Place:
Calvary Baptist Church
1121 Paul W. Bryant Dr.
Tuscaloosa, AL 35401
Date:
8.22.15
Time:
2:00pm

Appendix
11
Tactic 12
These are sample social media posts to be shared on Facebook and
Twitter promoting the Slide for CF WOW event.
Twitter:
-Beat the Alabama heat by coming out to Calvary Baptist
Church this Friday from 12-2 and enjoying some wonderful
refreshments and a huge water slide!
-Suffering in the heat? Cool off by coming to enjoy
refreshments and a water slide at Calvary Baptist church this
Friday from 12-2!
Facebook:
-THIS FRIDAY: Come out to Calvary Baptist Church from
12-2 to enjoy some refreshments and a giant waterslide!
Finish off this Week of Welcome by coming out to beat the
heat and support Laps for CF!
-Need a refreshing break? We’ve got the answer! Come out
to Calvary Baptist Church this Friday from 12-2 to enjoy an
afternoon filled with refreshments and a giant water slide!
Tactic 13
The Crimson White Twitter account will retweet three of our tweets promot-
ing the Slide for CF WOW event.
Refer to tweets from Tactic 12

Appendix
12
Tactic 14
This is a sample profile story that will be created and shared on social
media to promote awareness of CF and Laps for CF on UA’s campus.
Local CF patients will be interviewed every other month to create
profile stories.
Recently, UA freshman, Sabrina Kelley lost her fight with cystic fibrosis.
She passed away due to complications with CF. Kelley was diagnosed
with CF when she was 6 weeks old. When she arrived on campus, Kelley
was excited about becoming a member of Greek life and as a result she
pledged Pi Beta Phi in fall of 2014.
The Crimson White ran an article about Kelley on February, 2, 2015. Ac-
cording to the article, Kelley was a huge inspiration to her sorority sisters
and friends. They described her as flawless, extraordinary and perfect. She
never allowed CF to slow her down and inspired others by persevering
while she was battling CF.
Please visit the Laps for CF website, www.lapsforcf.org, to learn more
about the organization and to donate to this great cause!
Tactic 15
These are screenshots of a new Laps for CF website design. The site is updated
and also easier to navigate. The pastel themed design of the website is still
geared towards a child based organization.
Laps for CF home page

Appendix
13
Tactic 15 cont.
Laps for CF foundation info page Laps for CF “Donation” page

Appendix
14
Tactic 15 cont.
Laps for CF “Testimonials” tab
Laps for CF “About” tab

Appendix
15
Tactic 15 cont.
Laps for CF “Events” tab

Appendix
16
Tactic 16
This is a sample email to be sent to TCF advisor Maya Champion TCF. The
email will be distributed to the TCF department to attract students who are
interested in helping with the production of “Behind the Scenes with CF”.
Dear Ms. Champion,
My name is _______ and I work with a nonprofit organization, Laps for CF.
Laps for CF is an organization that provides help for children suffering from
cystic fibrosis at the Children’s of Alabama CF Center.
We are working to create a short docu-series to educate students on UA’s
campus about CF. We were seeking your assistance in recruiting students from
the TCF department to help us create our docu-series that aims to promote Laps
for CF on campus and offer students a chance to gain experience in
videography. We want the series to be like a behind the scenes type docu-series,
uncovering the daily tasks and hardships of those suffering from CF. This would
be an ongoing process, where we interview a different person every other month
and using the time in between to edit and share the videos.
We are offering a small reward for helping us create this docu-series, a Visa gift
card for $100.
Please forward this opportunity to anybody in the college interested. Tell
interested individuals to contact us immediately because we are ready to start
creating and sharing this docu-series.
For any further information please contact me at this email address or by phone
at ___-___-____.
Thank you for your time.
Sincerely,
____________________
Tactic 17
These are sample interview questions for the “Behind the Scenes with
CF” YouTube docu-series. CF patients will be interviewed every other
month for the docu-series.
“Behind the Scenes with CF” is a YouTube short documentary series geared
towards interviewing patients, family members of patients and doctors about
CF. For the first film in the series an adolescent patient will be interviewed.
The intent of this interview is to capture the
emotions of the patient and allow the audience to witness the daily struggle
of living with CF. Here are a few of the questions that will be asked.
1. Do you spend a lot of time at the hospital?
2. Do you miss a lot of school because of this?
3. Does that make it hard to keep up with school work?
4. Do you miss your friends when you have to be in the hospital?
5. What is the hardest part about being in the hospital?
6. Do they have to run a lot of tests?
7. Are there certain things you can’t do because of your cystic fibrosis?
8. What kinds of activities can you do?
9. Do you like to swim?
10. How many laps can you do?
Tactic 18
These are sample social media posts to be shared on Facebook and
Twitter. The posts contain a link to “Behind the Scenes with CF” videos.
Twitter:
-Check out our recent interview with CF patient ___. Help us fight
CF! #BehindthesceneswithCF www.youtube.com/user/lapsforcf
Facebook:
-The journey fighting against Cystic Fibrosis is a tough one.
Take a look at one child’s tough but amazing journey, working
to overcome a life-changing disease #LapsforCF
#BehindthesceneswithCF www.youtube.com/user/lapsforcf

Appendix
17
Tactic 19
This is a picture of the dunk tank that
will be rented through Fun Source
in Birmingham. The dunk tank is an
important component of the Splash
for CF event.
Tactic 21
Tactic 20
This is an example of a pitch that will be emailed to managers of local stores requesting the donation of prizes
for the raffle that will be held at the Splash for CF event. Prizes will include gift cards and merchandise.
For contact information, refer to Appendix pg. 28-29
Dear (Manager of Best Buy, Glory Bound, Woods and Water, Kinnucan’s, and Gilda’s),
My name is __________. I work for Laps for CF, which is a nonprofit organization that is dedicated to raising awareness of cystic fibrosis and providing financial
support in all areas of need for CF treatment, research, care, and improved quality of life. In order to support these areas of need, we rely on the generous donations
of people and partnerships with various organizations.
We are hosting a Splash for CF event on April 9th. We would like if (store name) would donate some prizes to be raffled off at the event. Not only would the prizes
be a tax write-off for your business, we would also promote your business at our events. CF is a serious disease that recently took the life of a UA freshman. Please
help us bring awareness to this terrible disease.
If you are interested in being a part of this great cause, please contact me at ___-___-____ or by email at ___________. Thank you for your time.
______________
This is a picture of the water slide
that will be rented through Fun
Source in Birmingham. The water
slide is the main attraction of the
Splash for CF event.

Appendix
18
Tactic 22
This is a sample email that will be distributed to the UA swim team. The
email outlines the swim competition that is taking place and how
participants can help the cause. Since the swim team is already involved
with Splash for CF, it is an easy audience to target to increase
fundraising. For contact information, refer to Appendix pg. 28
Dear Dennis Pursley,
Please distribute the following information to your team. We would love their
participation and support for our event.
Why should you choose to participate in our swim competition at Splash for
CF? Because with your help we can help children across Alabama suffering
from CF live a happier and healthier life. Recently, a UA student passed away
due to complications with CF which shows that CF is a problem that affects this
campus.
By joining us in our fight against CF you can feel better knowing that your
efforts are directly helping to solve the issues associated with CF. With your
participation, we can help others who are in need of financial support to pay for
their CF related medical bills. There is nothing more gratifying and
selfless than making any effort possible for those who are in need.
Please join us in the fight against CF by pledging to compete in our swim
competition. For every $20 you raise you will swim one lap in memoriam of CF
patients. Donations can be accumulated through a personal Go Fund Me page.
We really want to have as many swimmers as possible to raise the maximum
amount of money we can. Your participation and fundraising efforts help to
save valuable lives across the state of Alabama. Help us show CF patients all the
beauty life has to offer.
We look forward to your participation,
_____________
Tactic 23
This is a screenshot of a sample Go Fund Me page that will be set up by
each individual swimmer participating in the swim competition. The
participants will share their Go Fund Me page on their personal social
media and through their friend networks. Every $20 raised will equal
one lap they will swim at the Splash for CF swim competition.

Appendix
19
Tactic 24
This is a sample flyer that will be posted throughout
campus and shared on social media to promote Splash for
CF. Splash for CF will be held at the UA Aquatic Center on
April 9, 2016 from 1-2 p.m. The event will feature a water
slide, dunk tank, raffle, swim competition, and a diving
exhibition. 150 flyers will be printed.
SPLASH FOR CF
Laps for CF Sponsoring
April 9, 2016
1:00pm until 2:30pm
UA Aquatic Center
Tactic 25
Dear (Manager of Glory Bound, Ulta, Kinnucan’s, Chipotle, Az Well),
My name is __________. I work for Laps for CF, which is a nonprofit organization that is
dedicated to raising awareness of cystic fibrosis and providing financial support in all areas
of need for cystic fibrosis treatment, research, care, and improved quality of life. In order to
support these areas of need, we rely on the generous donations of people and partnerships
with various organizations.
We are hosting a promotional scavenger hunt on January 25, 2016. We would like if (store
name) would donate a single $10 gift to be given away as a prize during the scavenger hunt.
Donating a gift card would be beneficial for your business because not only would this be a
tax write-off for your business, we would also promote your business at our events. CF is a
serious disease that recently took the life of a UA freshman. Please help us bring awareness to
this terrible disease.
If you are interested in being a part of this great cause, please contact me at ___-___-____ or
by email at ___________. Thank you for your time.
______________
This is a sample pitch that will be sent to local businesses to request $10 gift cards to be
given away as prizes in the scavenger hunt. For contact information, refer to Appendix
pg. 28-29

Appendix
20
Tactic 25 cont.
These are sample scavenger hunt promotional social media
posts. A scavenger hunt will be held on January 25, 2016 to
encourage students to interact with Laps for CF on social media
using #CFscavengerhunt. These posts will be shared on Twitter
and Facebook.
Twitter:
-We are hosting a scavenger hunt on January 25. We
will have prizes hidden across campus. Keep your eyes
open! #CFscavengerhunt
-Don’t forget about our upcoming scavenger hunt on
January 25! Lots of great prizes up for grabs
#CFscavengerhunt
-Make sure to check our tweets out on January 25 for
the scavenger hunt! #CFscavengerhunt
Facebook:
-We are hosting a scavenger hunt on January 25, 2016.
We will have prizes hidden across campus with clues
leading to each prize! Make sure to check our
Facebook posts on Jan. 25th to see where these
goodies are hidden. Clues will also be distributed
through our Twitter account @LapsforCF #LapsforCF
#CFscavengerhunt
-Don’t forget about our upcoming scavenger hunt on
January 25th! Lots of great prizes up for grabs
#LapsforCF #CFscavengerhunt
These are sample scavenger hunt clues that will be shared on Laps for CF’s
Facebook and Twitter accounts. All clues will be shared on January 25, 2016 in
two hour increments starting at 11:00 a.m.
Facebook and Twitter:
-Today is the day! We have 5 prizes hidden around campus. Who will
find them? #CFscavengerhunt
-Clue #1: Happy MOUNDay #CFscavengerhunt → the mound
-Clue #2: Don’t beat around the _____ at the yellow building. I’m
hidden where it’s green #CFscavengerhunt → bushes of Smith Hall
-Clue #3: Don’t call me a ding dong! That’s just how I speak!
#CFscavengerhunt → Denny Chimes
-Clue #4: Obama isn’t the only one who lives in a white house
#CFscavengerhunt → President’s Mansion
-Clue #5: Last clue!! Saban won’t be the only one clapping after you
find me! #CFscavengerhunt → Nick Saban statue at the Walk of
Champions

Appendix
21
Tactic 26
This is a sample of sidewalk chalk message that will be written across the
sidewalks on the quad, in front of Lloyd, in front of Reese Phifer, at the Ferg,
at BB Comer, and by the front steps of Farrah. The sidewalk chalk messages
will promote the Splash for CF event. Fun and bright colors will be used to
attract attention of pedestrians.
Splash for CF
Benefitting Laps for CF
UA Aquatic Center
Saturday April 9
1-2pm
Tactic 27
Splash for CF promotional flyers will be placed across campus in high
traffic areas to achieve maximum exposure.
Refer to flyer on Tactic 24

Appendix
22
Tactic 28

NEWS RELEASE
January 27, 2016 Contact Information:
FOR IMMEDIATE RELEASE Kara Greene, Media Relations Director
Mobile: (404) 702-6443
E-mail: klgreene@crimson.ua.edu
LAPS FOR CF HOSTS SPLASH FOR CF EVENT
TUSCALOOSA, Ala. – Laps for CF, a local nonprofit organization, will host their 10th
annual “Splash for CF” event on Saturday, April 9, 2016 at The University of Alabama’s
Aquatic Center.
“Splash for CF at the University of Alabama is a great way to bring local CF
families and the university community together to raise awareness and funds for all areas
of cystic fibrosis treatment, care, research, and improved quality of life,” said Lauren
Lambert, the Director of Laps for CF.
Attendees of the event will be able to watch The University of Alabama’s Swim
and Dive Team’s dive exhibition and swim competition as well as partake in the fun
activities such as ride the water slide and soak friends in the dunk tank. The Splash for
CF event is also worth Panhellenic points for members of the Greek community.
Admission to the event is $5. Wristbands will be on sale starting March 21, 2016.
Donations are greatly appreciated, as Laps for CF is a nonprofit organization.
-###-
Laps for CF was founded by cystic fibrosis patient, Emily Schreiber, in 2003. This
nonprofit organization is dedicated to raising awareness of cystic fibrosis and providing
financial support in all areas of need for CF treatment, research, care, and improved
quality of life. Please visit www.lapsforcf.org for more information and to donate to the
cause.
This is a news release that will be distributed to
The Crimson White and The Odyssey. The goal is
that the newspapers will write a feature article on
the Splash for CF event for additional promotion.
Any addtional promotion of the invite is
beneficial to increasing attendance.

Appendix
23
Tactic 29
This is a sample pitch to be sent to Midtown businesses to request a shop-out
night at their store locations. For contact information, refer to Appendix pg.
28-29
Dear (Manager of Ulta Beauty, Kinnucan’s, Charming Charlie, AZ Well),
My name is __________. I work for Laps for CF, a nonprofit
organization dedicated to raising awareness of cystic fibrosis and providing
financial support in all areas of need for CF treatment, research, care,
and improved quality of life. In order to support these areas of need, we
rely on the generous donations of people and partnerships with various
organizations.
We want to host a fundraising night in Midtown Village on September
29, 2015. We would like to invite (store name) to participate. We ask that
a portion of proceeds for the night go to Laps for CF. We believe this to
be a very important issue on our campus due to the recent death of a UA
freshman suffering from CF.
Allowing Laps for CF to host a shop-out night at your store is not only a
tax write-off for your business, but also is great promotion for your
business. If you allow Laps for CF to a host this event at your store, we
would promote your business at all Laps for CF events.
If you are interested in being a part of this great cause, please contact me at
___-___-____ or by email at ___________. Thank you for your time.
______________
This is a sample flyer for the Midtown shop-out event that will be held on
September 29, 2015. This flyer will be distributed throughout campus as
well as on social media.
THE SHOP OUT
AT
MIDTOWN VILLAGE
September 29, 2015
12:00pm- 6:00pm
% of proceeds
benefit
Laps for CF

Appendix
24
Tactic 29 cont.
These are sample social media posts to be shared on Laps for CF’s Facebook
and Twitter that promote the Midtown shop-out event.
Twitter:
-Come shop and support Laps for CF at participating Midtown
Village stores! (insert flyer)
-Come out to Midtown Village on Dec 4th to complete your
holiday shopping and support Laps for CF! (insert flyer)
Facebook:
-Come out to Midtown Village on December 4th to complete your
holiday shopping! Participating stores will be giving a portion of
their proceeds to Laps for CF, a nonprofit organization raising
awareness and fundraising for cystic fibrosis.
-Today is the day! Come out to Midtown Village to shop and give
back to a great cause. Hope to see you there!
Tactic 30
This is a sample pitch to be sent to Panera Bread, Chipotle and Kobe to
request a dine-out night at their store locations. For contact
information, refer to Appendix pg. 28-29
Dear (Manager of Kobe, Panera Bread, Chipotle),
My name is __________. I work for Laps for CF, which is a
nonprofit organization that is dedicated to raising awareness of
cystic fibrosis and providing financial support in all areas of need for
CF treatment, research, care, and improved quality of life. In order
to support these areas of need, we rely on the generous donations of
people and partnerships with various organizations.
We want to host a fundraising night in Midtown Village and would
like to invite (store name) to participate. We ask that a portion of
proceeds for the night go to Laps for CF. We believe this to be a
very important issue on our campus due to the recent death of a UA
freshman suffering from CF.
Of the money raised through the fundraising night, 60% will go
directly to support the CF Center in Birmingham. The remaining
40% will be used by Laps for CF to support other CF causes such as
research and family assistance.
If you are interested in being a part of this great cause, please
contact me at ___-___-____ or by email at ___________. Thank
you for your time.
______________

Appendix
25
Tactic 30 cont.
These are sample social media posts to be shared on Laps for CF’s
Facebook and Twitter that promote the various dine-out event.
Twitter:
-Come dine-out at Chipotle on Wednesday Sept. 9th to
support the fight against CF #LapsforCF
-Come eat at Panera Bread Monday Sept. 2nd to support
@LapsforCF in the fight against CF #LapsforCF
-We are having a dine-out benefit at Kobe on Jan. 18th!
Come enjoy some sushi and support a good cause!
#LapsforCF
Facebook:
-Come out to (name of restaurant) on (date). (Name of
restaurant) will be giving a portion of their proceeds to Laps
for CF, a nonprofit organization raising awareness and
fundraising for cystic fibrosis.
-Today is the day! Come out to (name of restaurant) to dine
out and give back to a great cause. Hope to see you there!
(Insert flyer)
These are sample flyers for each dine-out event. These flyers will be
distributed across campus and on social media to promote the dine-out
events. Flyers will be placed in high traffic areas on campus for maximum
student exposure.
DINE-OUT BENEFIT
September 9, 2015
5:00pm until 9:oopm
% of proceeds
benefit
Laps for CF
DINE-OUT BENEFIT
September 2, 2015
5:00pm until 9:oopm
% of proceeds
benefit
Laps for CF
DINE-OUT BENEFIT
January 18, 2016
5:00pm until 9:oopm
% of proceeds
benefit
Laps for CF

Appendix
26
Dear (Manager of store),
My name is ___________. I am working with a Birmingham
nonprofit that raises money to help cystic fibrosis patients at
Children’s of Alabama hospital entitled Laps for CF. Laps for CF’s
fundraising efforts help the children affected by cystic fibrosis to
help them live a happy and normal life.
I am contacting you because I am interested in asking whether your
business would allow Laps for CF to place a small donation jar near
your check out. We are trying to raise as much money as possible to
benefit these children suffering from CF.
Recently, a UA student passed away from complications with CF.
Her loss is tragic and Laps for CF wants to do everything in its
power to promote awareness of this disease and raise money to
support CF patients in need.
Feel free to contact me at this email address or by telephone at
___-___-____. We would really love for your business to help us in
the fight against CF.
Sincerely,
_______________
Tactic 31
This is a sample pitch to be sent to local businesses to request the
placement of a donation jar at their store location. For contact
information, refer to Appendix pg. 28-29
This is a sample picture of the glass donation jars that will be placed at
various local businesses.

Appendix
27
Tactic 32
Collection jar will be placed at the refreshments table at Slide for
CF Week of Welcome event.
See Tactic 31 on previous page
Tactic 33
This is a picture of paper wristbands that will be sold for $5 to
enter the Splash for CF event. 500 wristbands will be bought for
attendees to purchase.
Tactic 34
A raffle will be held at Splash for CF and prizes will be given
away.
Tactic 35
A collection jar will be placed at the Splash for CF entrance table.

Appendix
28
Name Occupation Location Contact
Amy Beasley Assistant Professor Nursing
Department
(205) 348-2707
AZ Well Women’s Clothing Store 1800 McFarland Blvd E Suite 506,
(205) 343-7299
Best Buy Electronics Store 1800 McFarland Blvd E, Tuscaloosa,
AL 35404
(205) 247-4039
Charming Charlie Clothing Store 1800 McFarland Blvd. East, Suite 117,
(205) 344-6385
Chipotle Restaurant Midtown Village, 1800 McFarland
Blvd E, Tuscaloosa, AL 35404
(205) 391-0140
Crimson Chaos Student Organization (205) 348-3561
CrimsonChaosUA@gmail.com
Dennis Pursley Head Coach UA Swim and Dive Team 415 Bryant Drive
Tuscaloosa, Alabama 35487
Via previous connections with UA
Swim and Dive Team
Derrick Henry Student Athlete @KingHenry_2
Dr. Bradley Troxler Pediatric Pulmonology 1600 7th Ave. S. Lowder Bldg., Suite
620 Birmingham, AL 35233
(205) 638-9583
Dr. Hector Gutierrez Pediatric Pulmonology 1600 7th Ave. S. Lowder Bldg., Suite
(205) 638-9583
Dr. Steven Rowe Director, UAB CF Transition Clinic 1530 3rd Avenue So, THT-422
Birmingham, AL 35294
(205) 934-9640
Dr. Tom Harris Pediatric Pulmonologist 1600 7th Ave. S. Lowder Bldg., Suite
(205) 638-9583
Dr. Wynton C. Hoover Pediatric Pulmonologist 1600 7th Ave. S. Lowder Bldg., Suite
(205) 638-9583
Gilda’s Salon and Spa 19 15th St, Tuscaloosa, AL 35401 (205) 752-8628
Glory Bound Restaurant 2325 University Blvd, Tuscaloosa, AL
35401
(205) 349-0505
Jessica L. Vickery Health Hut Advisor 750 5th Ave E, Tuscaloosa, AL 35401 (205) 348-6262
Kenyan Drake Student Athlete @KDx17

Appendix
29
Name Occupation Location Contact
Kinnucan’s Outfitter and Apparel Midtown Village, 1800 McFarland
Blvd #310, Tuscaloosa, AL 35404
(205) 752-0672
Kobe Restaurant Midtown Village, 1800 McFarland
(205) 759-1400
LaToya Scott Director of University Programs Ferguson Center University of
Alabama
(205) 348-9958 Scott060@sa.ua.edu
Leslie G. Cole Assistant Professor Nursing
Department
(205) 348-0423 lgcole@ua.edu
Mary Catherine Molay Fall 2015 Exec Board PRCA (205) 907-7069 mcmolay@crimson.
ua.edu
Maya Champion TCF Advisor 430B Reese Phifer Hall (205) 348-8652
Mikey White Student Athlete @migey1
Overheard at Bama Parody Account @OverheardatBama
Panera Bread Restaurant Midtown Village, 1800 McFarland
(205) 366-8780
Taylor Shutt On-air programming WVUA 90.7 The
Capstone
414 Campus Drive East, Tuscaloosa,
AL 35487
(904) 504-3306
Tricia Perkins Comm/event mgmt. Calvary Baptist 1121 Paul W Bryant Dr, Tuscaloosa,
AL 35401
(205) 758-0495
tperkins@calvarytuscaloosa.org
UA Student Problems Parody Account @UAStudentProbs
Ulta Beauty Beauty Store 1800 McFarland Blvd. E, Suite 522,
(205) 342-2388
Woods and Water Sporting goods store 5101 Summit Ridge, Tuscaloosa, AL
35405
(205) 342-4868

Appendix
30
Survey Results

Appendix
31
Survey Results

Appendix
32
Survey Results

Appendix
33
Survey Results

Appendix
34
Focus Group 1 February 8, 2015
Discussion Leader – Alex Elliott
Participants – Freshman Male (Student 1), Junior Female (Student 2), Junior Female (Student 3), Sophomore Female (Student 4), Freshman Female (Student 5)
Alex: What is your general attitude towards fundraising events on campus?
Student 1: I absolutely love the idea, I work for UADM. A summit was hosted this weekend with every member of the executive board from all fraternities and
sororities on campus. The IFC president and I had a discussion about getting all of the Greek organizations together on campus to raise money for charity.
Student 3: I am always for philanthropy events but when it comes to events on campus I feel like every one of them is Greek philanthropy. I wish it wasn’t like that. I
feel like dance marathon is the only other event that encompasses everything.
Student 5: I like the idea of fundraising and raising awareness.
Alex: How do you find out about events on campus?
Student 4: Mostly by walking around. Sometimes if they are having events, like the Beat Auburn Beat Hunger in the Ferg. However, if you do not get up that day
you will miss it. It is kind of by word-of-mouth mostly. You have to know it is already happening or you just walk up on it. Sometimes you get emails but that’s not
very helpful always.
Student 2: People will post in a Facebook group once about it and you never hear about it again. Chalking can be pretty effective though.
Student 3: Yes, chalking helps spread the word in high traffic areas.
Alex: I agree, and Symphony like you said about the emails, most are deleted immediately so it doesn’t work very well at all.
Student 3: Definitely, I never read those emails.
Student 4: I just click right out of them immediately.
*The entire group nods in agreement
Alex: How many events do you attend per semester?
Student 1: I hosted about six or seven but I am way more involved than most people.
Alex: What is your position in Phi Kappa Psi?
Student 1: I am the executive representative and philanthropy chair. I also work on the national level.
Alex: Well I’ll be the first to say I rarely make it to any fundraising events on campus. I’m very busy like all of you and that is not usually on my mind. What would
encourage you to go to an event on campus?
Student 5: Free stuff.
*Mutual agreement among group
Focus Group Transcript

Dixie PRide- Laps for CF Final Plansbook

Dixie PRide- Laps for CF Final Plansbook

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