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“The First Choice” Campaign proposal for The First Tee of Fort Worth

Gates Lopez, Drayenko Marin,

Krissy Parker and Rebekah Ruiz

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Table of Contents

Mission Statement 3 Core Values 4 Executive Summary 5 Opportunity Statement 6 Industry Profile & Trends 7 Situation Analysis Report 8-10 Research 11-13 Objectives 14-15 Strategies & Tactics 16-18 Evaluation of Objectives 19 Future Recommendations 21 Budget 22 Appendix Thank You Card 24 Calendar of Events 25-32

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Mission Statement

The mission for The First Tee of Fort Worth is to impact the lives of young people by

providing learning facilities, access to The First Tee’s Like Skills Experience and programs that

build character, instill life-enhancing values and promote wellness through the game of golf.

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Core Values

Honesty – Golf is unique from other sports in that players regularly call penalties on themselves

and report their own score.

Integrity – Golf is a game of etiquette and composure. Players are responsible for their actions

and personal conduct on the golf course even at times when others may not be looking.

Sportsmanship – Players must know and abide by the rules of golf and be able to conduct

themselves in a kind and respectful manner towards others even in a competitive game.

Respect – In golf it is important to show respect for oneself, playing partners, fellow

competitors, the golf course, and for the honor and traditions of the game.

Confidence – Confidence plays a key role in the level of play that one achieves. Players can

increase confidence in their abilities by being positive and focusing on something that they are

doing well regardless of the outcome.

Responsibility – Players are responsible for their actions on the golf course. It is up to them to

keep score, repair divots, rake bunkers, repair ball marks on the green, and keep up with the

pace of play.

Perseverance – To succeed in golf, players must continue through bad breaks and their own

mistakes, while learning from past experiences.

Courtesy – A round of golf should begin and end with a handshake between fellow competitors.

Players also should be still and quiet while others are preparing and performing a shot.

Judgment – Using good judgment is very important in golf. It comes into play when deciding on

strategy, club selection, when to play safe and when to take chance, the type of shot players

consider executing, as well as making healthy choices on and off the golf course.

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Executive Summary

The purpose for “The First Choice” campaign is to make The First Tee of Fort Worth a

premier nonprofit organization where individuals, corporations, and other organizations desire

to volunteer as well as donate. By implementing “The First Choice” campaign, the organization

can begin to more actively pursue volunteers and donors through different outlets.

The campaign objectives determine what goals the organization should set and strive

for. The research plan indicates how the objectives were conclusively reached.

The implementation of the campaign can assist in the increase of volunteers for the

organization’s Fort Worth branch. The strategies have been put in place to assist the

organization in growing its volunteer base.

By using the strategies, objectives and specific research listed in “The First Choice”

campaign, the organization will be able to implement the tactics at the Fort Worth chapter of

The First Tee.

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Opportunity Statement

There are a few factors that pose challenges to The First Tee of Fort Worth. The main

ones include: lack of committed volunteers, lack of volunteers to maintain facilities and lack of

corporate volunteers. Without volunteers, the expansion rate of The First Tee will not be able

to continue at the organization’s desired pace. With an increase in these types of volunteers

The First Tee can expect to gain more contributors because they will be able to see where their

money is going and how it is contributing to the organization.

With a lack of committed volunteers comes a lack of consistency. A lack of educators

makes for a similar problem. Volunteers and educators are the ones who build the greatest

relationships with the kids attending the program. If the campaign is implemented, the

consistency of volunteers will go up along with the attendance of the kids attending the

program.

“The First Choice” campaign will create opportunities for volunteers in hopes of growing

the Fort Worth chapter as a whole.

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Industry Profile

Non-profit organizations geared toward youth, such as The First Tee of Fort Worth; aim

to become positive influences on the youth of their community. Programs created within these

organizations focus on making youth better productive members of society. Volunteers and

community relations are a huge factor in this industry, in conjunction with soliciting donations.

These organizations offer youth alternative positive ways to use their time. Many youth focused

organizations also focus on teaching a skill.

Projected Industry Trends

This industry will always strive for impacting as many children as possible. The impact of

these organizations will be a direct reflection of the organizations resources, such as volunteers,

money, venues, and time. Maintaining and building relationships with donors and volunteers

will be a necessity for any organization looking to grow. The use of social media will become a

necessity for these organizations to stay well connected and communicate effectively with

others. Because the goal is to reach as many youth as possible partnering with schools and

other school organizations will only expand ones reach.

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Situation Analysis Report

Goal: To obtain committed volunteers as well as broaden the donor pool. Enhance social

media presence along all social media sites for The First Tee.

Structure: The board of directors at The First Tee of Fort Worth reports directly to the national

headquarters.

Contacts:

Long, Kevin. Executive Director (primary contact)

o Phone: (817) 420 – 9730

o E-mail: Klong@thefirstteeftworth.org

Budget:

January 1, 2011- December 31, 2011: Cash and Equivalent: ($157,018) Accounts Receivable: ($7,119) Pledges and Grants Receivable: ($954,050) Inventories for Sale or Use: ($0) Investments: ($2,143,754) Other: ($685,647) Total Assets: ($339,920) Fund Balance: ($207,543)

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S.W.O.T. (Strengths, Weakness, Opportunities, threats):

Strengths:

Strong set of core values and mission.

Strong executive board and employee base.

Provides wonderful education for students to grow in their golf skills while creating and

polishing life skills.

Weaknesses:

Lack of committed volunteers.

Lack of corporate volunteers to maintain facilities.

Lack of educators – golf and otherwise.

Lack of social media presence.

Opportunities:

The Fort Worth chapter of the First Tee has great potential to grow as a whole.

The First Tee has the potential to expand its student and volunteer base.

With the current status of The First Tee of Fort Worth, new donors can be achieved and

will help the organization grow.

Threats:

Lack of committed volunteers.

Reputation of the facility location’s surrounding areas.

Competition with other non-profits.

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Lack of donors.

Not enough sponsors to keep organization going.

Audience

Current and future members of The First Tee.

Current volunteers.

Prospective volunteers.

Current donors.

Prospective donors.

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Research

Primary

According to Erin Coller and PRSA.org, a person is more likely to continue serving an

organization if that person feels personally valued and appreciated.

A good reach for volunteers is high school students. According to the Huffington post,

high school seniors are more pressured than ever to obtain community service hours

because it gives them the leg up on their college applications.

The best outlets to pursue volunteers were identified as:

o high school students

o college students in organizations

o other non-profits

Secondary

27.5% of residents volunteer in the DFW metroplex.

25.3% of DFW residents ages 16-24 volunteer.

3.1% of DFW residents volunteer for sports and arts programs.

25.8% of DFW residents volunteer for educational programs.

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Community

As the 16th largest city in the nation, Fort Worth’s community is very diverse and

complex. The city is broken down into dozens of smaller communities, each catering to a

specific demographic. Demographics vary drastically depending on the area of Fort Worth.

Disregarding the neighborhood segregation within the city, Fort Worth as a whole boasts a

diverse population.

Within this population 67.1% of residents speak English at home, while 28.5% residents

speak Spanish at home. However the Fort Worth Interdisciplinary School Districts enrollment

doesn’t mirror the city’s demographic, boasting a large 60% Hispanic population.

Research of current funding

Funding for The First Tee primarily comes from individual donors, grants, fundraising

and corporate donors. Corporate funding makes up 4% of the total while individual funding

makes up 90% of the funding as a whole.

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Research of similar campaigns

Case study: Examining the Role of Social Media in Organization-Volunteer Relationships

by Windy L. Hovey has a lot of insight into relationships between organizations and volunteers.

This case study pertains well to this organization specifically because of the need for volunteers.

Building relationships with volunteers is going to be one of the best ways to retain volunteers.

Admiring the Organization is another great case study that speaks about volunteer relationships

with the organization.

Management considerations

Before activating the research plan, it is crucial to set in place the decision makers of the

campaign. It is important to maintain connection with these people during every stage of the

campaign. Here are some things that management might need to consider:

The overall calendar of when this research plan will be implemented.

Board approval is needed for all expenses.

Personnel that will be handling the public.

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Objectives

Objective 1:

To increase volunteer pool by connecting with 4 new organizations in 3 months’ time.

Objective 2:

To increase corporate volunteer pool (instructional programing, maintaining facilities) by five

people in 4 months’ time.

Objective 3:

To expand relationships with student organizations on college campuses by connecting with 3

new organizations in 3 months’ time.

Objective 4:

To increase the number of individual educators by six (3 for golf, 3 for curriculum) in 4 months’

time.

Objective 5:

To increase number of likes on The First Tee Fort Worth Facebook page by 10% within 2

months.

Objective 6:

To increase total volunteer base by 5% within 6 months.

Objective 7:

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To post on Instagram once per week for as long as possible.

Objective 8:

To double in Instagram followers in a 6 month period.

Objective 9:

Send out a thank you card to current volunteers and donors twice per year.

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Strategies and Tactics

Strategy: The strategies will consist of increasing the volunteer pool by building personal

relationships with outside organizations and individual, using new social media tactics to

enhance the current social media presence of The First Tee and reaching out to a broader group

of donors.

Build Personal Relationships

1) Strategies

a) Use recruiters (interns) to visit organizations.

b) Informational handouts.

c) Write personal letters inviting people to volunteer.

i) Include a student profile in the letter.

d) Connect with different organizations on college campuses

e) Connect with athletic departments of local universities and high schools.

2) Tactics

a) Use current or hire interns. Many college juniors and seniors are looking for internship

opportunities. This intern would serve as the volunteer recruiter for The First Tee.

b) Create an informational handout pertaining specifically to prospective volunteers. Have

recruiter distribute it.

c) Write personal letters encouraging people to come and volunteer. Have recruiter keep

records of people’s contact information for follow up purposes. Include a student profile

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in the letter. It will help to connect people to the organization when things are more

personal.

d) Connect with different organizations on college campuses.

(1) Texas Wesleyan University – Kappa Alpha Order Fraternity

(2) Texas Wesleyan University – Lambda Kappa Kappa Fraternity

(3) Texas Christian University – Gamma Phi Beta Sorority

ii) Sororities and Fraternities are usually very willing to work with non-profits. They are

very big into philanthropy and try to do as much as they can. Contact the presidents

of the organizations directly.

e) Connect with athletic departments of local universities and high schools.

i) Get into contact with the directors and have the recruiter make visits to the schools

to talk with the students. Below are some examples of Universities and high schools

that would be good to reach out to.

(1) Texas Wesleyan University

(2) Texas Christian University

(3) University of Texas at Arlington

(4) Arlington Heights High School

(5) Paschal High School

(6) Trimble Technical High School

Social Media

1) Strategies

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a) Update Instagram page.

b) Get more likes on Facebook page.

c) Update Twitter page.

2) Tactics

a) Post 2-3 on Instagram per week.

b) Follow everyone in the contacts in order to gain more followers total on Instagram.

c) Connect Instagram to Facebook and Twitter.

d) Tweet at least once daily but not over 7 times per day.

e) Share Facebook page with people who don’t already “like” it.

Donors

1) Strategies

a) Keep up relationships with current donors.

b) Seek out a generation of younger donors.

2) Tactics

a) Send out personalized notes, cards, etc. twice per year. (Christmas and Summer)

b) Reach out to country clubs in the surrounding areas.

i) Recruiters can also meet with potential and prospective donors.

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Evaluation of Objectives

1. Determine if connections with a minimum of four new organizations increased

volunteer pool

a. Identify what organizations’ new volunteers are a part so that they may be cross

referenced with the organizations previously contacted during the recruiting

process.

2. Determine if corporate volunteer pool was increased by ten within three months of

time.

a. Count each additional corporate volunteer since the start of the campaign.

3. Determine if three different college organizations were introduced to The First Tee of

Fort Worth

a. Count how many times the volunteer recruiter when to go speak to new university

organizations.

4. Determine if six more educators were added to the volunteer pool

a. Count how many new educators were added after beginning of the campaign.

5. Determine if Facebook likes were increased by 10%

a. Compare the number of likes at the start of the campaign to the number of likes

after the campaign is completed. Analyze increase in likes by the week, month and

three month increments.

6. Determine if volunteer base was increased by a total of 5%

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a. Compare the number of volunteers at the start of the campaign, to the amount of

volunteers after. Collect data of increase in volunteers by the week, month and

three month increments.

7. Determine if posts were made on all social media account bi-weekly

a. Look at the timeline of all social media feeds to determine I the posts were made bi-

weekly.

8. Determine if Instagram followers were doubled.

a. Compare followers prior to the campaign to the amount of followers after the

campaign is completed. Analyze increase in followers by week, month and three

month increments.

9. Determine if thank you cards were sent out to donors twice annually.

Look for positive feedback on Facebook, Twitter and Instagram. Collect all feedback and

form into data sheet so that anything in the organization can be tweaked for

improvements.

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Future Recommendations

1. Maintain a communication log.

a. Document all contact made with others.

b. Save numbers and contact information.

2. Follow up with interactions made with others.

a. Follow up calls/emails with organizations.

b. Interact with followers on social media.

3. Adhere to calendar for schedule guidelines.

4. Bring students on recruitment trips.

5. Use students to help make thank you cards for the donors.

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Budget

January 1, 2011- December 31, 2011: Cash and Equivalent: ($157,018) Accounts Receivable: ($7,119) Pledges and Grants Receivable: ($954,050) Inventories for Sale or Use: ($0) Investments: ($2,143,754) Other: ($685,647) Total Assets: ($339,920) Fund Balance: ($207,543)

Campaign Budget

$3,500 $1500 – College interns serving as recruiter with stipend. $2000 – Miscellaneous marketing tools (flyers, direct mail, thank you notes)

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Sample Card

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