6. 6
Our Client
EXECUTIVE
SUMMARY
Center in Columbia, Mo.
Boone Hospital Foundation is funded completely
funds.
Our Research
provides.
Our Mission
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7. 7
Our Audience
Our Plan
Parents With Parents
Foundation.
An Important Distinction
Boone Hospital Foundation and Boone Hospital,
is able to offer patients a more comfortable
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11. 11
Where the Money Goes
Foundation Messaging
donations are used.
In addition, Boone Hospital Center offers My Boone
any social media sites.
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14. 14 United Way
Worldwide
United Way Worldwide is a leadership and
support organization with almost 1,800
territories. The organization’s mission is to help
people achieve their potential with healthy lives,
education and income stability.
To achieve these goals, United Way strives to
generate sustained impact in local communities
by raising and investing billions of dollars
into programs, such as the Campaign for the
Common Good. This program was established
to improve education, income and health of
communities in the United States by bringing
young people the expertise and resources to
help them reach their full potential.
United Way also has local branches. The local
branch supporting Boone County is The Heart
of Missouri United Way.
and reserve funds.
and awareness about its mission to better the
Donation efforts
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15. 15
partnerships with the community. There are
around 120 corporations that are a part of this
IBM.
Missouri United Way Twitter account has more
no subscribers.
Digital communicationBrand engagement & awareness
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16. 16
American Cancer Society
The American Cancer Society (ACS) is a
organization dedicated to eliminating cancer
through research, service, education, advocacy
and international collaboration. ACS has regional
the country to provide care and support for all
communities.
Jefferson City.
each year.
Donation efforts
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17. 17
Cancer event has partnerships with more than
Coaches vs. Cancer and DetermiNation.
Digital communicationBrand engagement & awareness
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18. 18
Children’s Miracle Network
Children’s Miracle Network is an international
for children’s hospitals, awareness for children’s
health issues and medical research. Additionally,
this group raises funds to provide comfort,
treatment and hope for children suffering from
sickness and conditions of all kinds.
Locally, Children’s Miracle Network works with
the University of Missouri Children’s Hospital,
a division of the University of Missouri Health
System.
Donation effortrs
Microsoft) and fundraisers to raise money and
that was featured on radio stations in mid-
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20. 20
University of Missouri Health System
Donation effortrs
University of Missouri Health System is a system
of hospitals and care centers funded by the
University of Missouri. University Hospital,
located in Columbia, features a Level 1 trauma
center, helicopter service and burn intensive
care unit, all unique services in mid-Missouri.
Corporations and individuals are encouraged
to donate to support medical research and
hospital services, however, private donations
foundation for the future.”
options to find the desired recipient of their
donations.
The university honors private donors based on the
need.
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22. 22 The Food Bank
for Central and Northeast Missouri
The Food Bank for Central and Northeast
Missouri is a food collection and distribution
facility providing food and other products for
nationwide that does not charge agencies for the
food it provides.
The food is sent to shelters, rehabilitation centers,
emergency food pantries, soup kitchens and
programs for low-income children and senior
citizens.
Donation efforts
in the area.
pounds of food.
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30. 30
SWOT Analysis
Strengths Weaknesses
Opportunities Threats
Variety of services
Know-Your-Numbers vehicle
Direct connetion to BHC
Does not effectively communicate strengths
No social media presence
Small staff
Limited distinction between hopsial and
foundation
People are passionate about causes they support
Foundation giving is on the rise
People prefer to give money in installments
High average donation amount in Boone County
Saturated market
Increased competition
Awareness leads to donations
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31. 31
Strengths
by U.S. News).
Weaknesses
and services it provides for its patients and
communications efforts.
Foundation and Boone Hospital Center.
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34. 34
Trends
Active People Living Healthy Lives
trend.
Asking Still Works
be inclined to donate out of personal initiative or
motivation, most donations are still made in response
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35. 35
Awareness Leads to Generosity
supported by donors.
County.
donations. In order to succeed, Boone Hospital
Money is Easiest to Donate
Boone Hospital Foundation.
community.
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36. 36
Boone County Donates More
The Chronicle of Philanthropy,
Boone Hospital Foundation is located in Boone
County and serves its community proudly.
Checkout Charity
community.
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42. 42
““
Qualitative Interviews
I think that we could do a better job as
far as educating staff members on what’s
new with the Foundation, what’s going on
with the Foundation and different things
like that.
Key Takeaway Nurses are required to have a certain
number of education credits every five
years to continue to practice medicine.
The Foundation will provide funding so
that some of this education will come for
free. Over the years they’ve sponsored
cardiac courses, surgical courses, and
things like that.
staff.
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44. 44
Current Donors Demographic
PercentofBooneHospitalFoundationDonors: 90%
are aged 51+
64%
have annual income above $750,000
81%
are satisfied with the Foundation’s
communication efforts of how the donated
funds are used
84%
are satisfied with their ability to designate
how their donations are used
78%
prefer to donate with a check
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45. 45
Other
Telephone
Newsletter
Email
Direct Mail52 %
27%
6%
11%
4%
Favorite Method of Communication
Faith
Positive Feeling
Tax Deduction
Give to Others
Other
Great Care
Support Good Cause
26%
50%
9%
12%
1%
1%
1%
Main Reason for Giving
$150,000+
$125,000 - 149,999
$100,000 - 124,999
$75,000 - 99,999
$50,000 - 74,999
$ 0 - 49,999
11%
27%
18%
12%
8%
11%
25%
Annual Income of Donor
Other
Doctorate
Professional
Master's
Bacherlor's
Associate's
HS/GED3%
33%
29%
4%
15%
6%
10%
Education Level of Donors
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51. 51
We’ve lived in Columbia for years, and both of our kids are Boone Babies.
Our parents also live in town, and we love when all three generations can
spend time together.
Now that our parents are getting older, we’ve started encouraging them
to get regular checkups so that they can keep an eye on their health. We
want them to remain a part of their grandchildren’s lives for as long as
possible.
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54. 54
Why are we advertising?
receive is crucial.
Who are we talking to?
What do we know about them that
might help us?
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55. 55
What do we want them to
takeaway?
Support
Boone Babies to people in palliative care.
Tonality
Mandatories
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84. 84
SEO
What is SEO?
Boone Hospital, Boone County, Boone Babies,
remembered by consumers.
Why use it?
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85. 85
Boone
Hospital
Foundation
cancer
end of life care
tax writeoff
health care
SIDS prevention
Boone Babies
Boone County
Boone Hospital
garden
awareness
wellness
doctor
checkups
therapy
massage
healing
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86. 86
How to pay for it
CPCPPC
Pay-per-click Cost-per-click
Easy analytics data
Commonly used
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Know Your Numbers
The Know Your Numbers vehicle provides
Boone Country residents with free health
checkups, including skin cancer screenings.
www.boone.org/foundation/takeroot
513 - 815 - 8000
Infant Sleep sacks
A simple donation can provide a Boone
Baby with a sleep sack, which which keeps
them safe while they sleep at night.
www.boone.org/foundation/takeroot
513 - 815 - 8000
Healing Garden
The Healing Garden can bring tranquility
and solace to patients with extended
stays at Boone Hospital Center.
www.boone.org/foundation/takeroot
513 - 815 - 8000
BHF Postcards front
Posters and Commentcards
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95. 95
Yes! I Would like to donate to:
FIRST NAME MIDDLE NAME LAST NAME
HOME ADDRESS
CITY STATE ZIP
PREFERRED PHONE
PERSONAL EMAIL
EMPLOYERS/ORGANIZATION
PLEASE SIGN HERE (Required for credit card donations)
DATE BIRTHDATE - month/day (optional)
Dr.Mr. Mrs. Ms.
Infant sleep sacks
Know Your Numbers
Healing Garden
Area of most need
Sorry, not now
PLEASE LET US KNOW
HOW TO CONTACT YOU
BHF Postcards back
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100. 100
Timeline Radio
Appearances
January 1st
BHF could also send
Beginning of
February
appearances, and
Website
End of March
promotion
Friday, March 20,
2015
and timely
Jan Feb Mar 3/20
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101. 101
Measurements
The overall success of the campaign would
be measured by an increase in donations
to the Foundation. This is the way that the
success of the postcards, radio spots and
Buy-A-Branch campaign would be evaluated.
For the updated website, increased traffic
would also be an indicator of the campaign’s
success. This would be measured through
analytics data via Google Analytics or another
free analytics service. With SEO, success
would again be measured in increased
website traffic and donations. Google
AdWords and other SEO programs provide
analytics data to show the clickthrough rates
(how often people click on a link that shows
up in a search), so the Foundation would
be able to monitor which words provide the
best results.
Social media success, in addition to
increased donations and website traffic,
would be measured in the number of likes
and followers. Furthermore, the amount of
people using the hashtag #BHFTakeRoot
would be a way to measure the effectiveness
of the campaign. Individual tweets and
Facebook posts would also be evaluated
on the basis of reach, likes, comments and
shares. The success of having an intern
would be measured by these criteria, as
well, since the intern would be the person
most directly responsible for the social
media posts.
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111. 111
Survey Questions
1. Age (Check one)
2. Gender (Check one)
3. Annual household income (Check one):
4. Ethnicity (Check one)
_114___ Caucasian
_ 2____ African American
__3____ Native American or American Indian
5. What it is the highest level of education you completed? (Check one)
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112. 112
6. Marital status (Check one)
__93___ Married or domestic partnership
__14___ Widowed
__10___ Divorced
7. Employment status- Are you currently…? (Check one)
__1____ Homemaker
__64___ Retired
8. Where have you heard/seen messages about the Boone Hospital Foundation? (Check all that apply)
__42___ Word of mouth
__29___ Radio/TV
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113. 113
Heart _30_ Cancer _6__ Diabetes _4__
10. Have you, your spouse, or any close loved one had a baby at Boone Hospital Center?
11. If you have children, where did you have them?
12. What has driven you to donate in the past? (Check all that apply)
__29___ Tax deduction
13. What is the MAIN reason you have donated in the past? (Check ONE)
__1____ Tax deduction
14. How satisfied are you with the information you receive regarding the use of your donation? (Circle one)
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15. How satisfied are you with the decisions the Boone Hospital Foundation makes for the use of its funds?
__63___ Very satisfied
__1____ Very Dissatisfied
__12___ Did not receive information
16. How often do you donate to this organization? (Circle one)
17. How do you typically donate?
__89___ Check/cash
__9____ At a foundation event
18. What is your preferred donation method? (Check one)
19. How satisfied are you with your ability to designate how your donation is to be used? (Circle one)
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115. 115
20. The organization provided the information I needed to make a decision on making a donation. (Circle one)
21. The organization effectively communicated its need for donations. (Circle one)
22. I know that the organization will use my gift for the purpose it was intended. (Circle one)
23. How satisfied are you with the recognition you receive for being a donor? (Circle one)
24. Overall, how satisfied are you with the relationship between the organization and yourself as a donor? (Circle
one)
25. How satisfied are you with being kept informed of the use of organization funds? (Circle one)
26. What are your preferred communication methods? (Check ALL that apply)
27. What is your FAVORITE method of communication? (Check ONE)
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