OFN Proposal

OFN Marketing Proposal.

Spring Term 2015

Prepared for: John Fenn, Riki Saltzman, Emily West University of Oregon Department of Arts Administration Eugene, OR P 419.704.8040 E ejo@uoregon.edu

Proposal Issued: 06.08.3025 Proposal Implemented By: 07.01.2015

Statement of Confidentiality This document was prepared for a specific course and organization at the University of Oregon. All materials prepared are meant for educational purposes and are proprietary.

ABOU T T HE PROJEC T — This project was developed to research a new marketing strategy for the Oregon Folklife Network (OFN). Upon doing preliminary research in the winter, I discovered that I needed to narrow the project down into sizable pieces.

This first component is designed to cover two main categories: development and student engagement.

SO CIAL MEDIA AND DIG I TAL FUNDR AISING S TAT IS T IC S —

64% Of donations are made by women.

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$17

The average amount given per 1,000 fundraising emails.

6x

The amount of donations are given when there is a specific langing page.

4.45

The number of charities supported by the average donor.

10 %

Of annual giving occurs in the last 3 days of the year.

P. 419.704.8040

E. ejo@uoregon.edu

www.hixieandco.com

S T UDEN T ENGAGEMEN T — Another element of this project was not only seeing how to engage studentgs with the OFN but also how to cultuvate millenial fundraising.

statistics on student fundraising and millenial fundraising 84 %

20%

55%

64 %

Prefer to give on a website.

Gen. X donations account for 20% of overall giving.

Engaagement rate after a social media response.

Prefer to fundraise in a walk/run/ cycling event.

52 % Of millenials would be interested inmonthly giving.

OBJEC TIVE. While the goal of this project is to increase student engagement and see more interaction between students in the physical space and the exhibits of the OFN, it is also important to realize how we can turn those students into lifelong donors.

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PROJEC T DESCR IP T I O N — This project was developed as a part of the Public Folklore class in winter of 2015 and the Cultural Programming class in the spring. While not all of these steps have been realized, I plan on continuing this project into the summer.

01. RESEARCH The research that I conducted for this proposal included a web-based analysis of non-profit fundraising as well as statistics regarding the best ways to fundraise on a mobile device. I also found it imperative to discuss this project amongst several focus groups, including students and OFN staff, to better understand how students want to engage and also what the specific needs of the OFN offices are.

02. DESIGN & DE VELOPMENT There were several designs in the works during the development phase of this project but I settled on a two slogans for each audience I was working with. I wanted to incorporate symbolism that reminded me of Oregon, including nature and cool, modern colors.

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P. 419.704.8040

E. ejo@uoregon.edu

www.hixieandco.com

03. IMPLIMANTATION While this plan has not yet been implemented, I have been working on the OFN to find a timeline that will allow us to develop communications that are well branded, polished, and ready to incorporate fundraising strategies.

04. E VALUATION While I haven’t yet been able to develop an assessment plan for this project, I anticipate that to be one of the first things I do when I continue my work over the summer. The plan won’t be implemented until after the campaign, which will probably in the late fall.

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MY T IMELINE — I’m working towards a loose timeline, given the fact that most of this work was done as part of a university project but also because I will be continuing on over the summer.

DESIGN AND DE V ELO PMEN T There were several designs in the works during the development phase of this project but I settled on a two slogans for each audience I was working with. I wanted to incorporate symbolism that reminded me of Oregon, including nature and cool, modern colors.

CO NCEP T The two slogans I developed are: Initially this project was meant to be a complete communications analysis of the OFN, but after realizing the amount of work to be done, I focused on two specific areas to research. I chose fundraising as an area due to the OFN’s desire to increase development efforts. I also incorporated student engagement becasued the OFN has historically struggled in that area.

JAN UARY, 2015

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Keep Oregon Going Alive as Folk

D ECE M B ER , 2016

P. 419.704.8040

E. ejo@uoregon.edu

www.hixieandco.com

IMPLIMEN TAT I O N While this plan has not yet been implemented, I have been working on the OFN to find a timeline that will allow us to develop communications that are well branded, polished, and ready to incorporate fundraising strategies.

E VALUAT I O N

We are looking to finalize the deliverables in July of this year.

While I haven’t yet been able to develop an assessment plan for this project, I anticipate that to be one of the first things I do when I continue my work over the summer. The plan won’t be implemented until after the campaign, which will probably in the late fall.

J U LY, 2015

N OV EM B ER , 2015

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T HE DESIGN I developed two specific designs for this project - one is meant to be used on non-student donors who are engaging remotely with the OFN and the other is specifically designed for students.

K EEP O R EGO N GO ING This design was developed specifically for donors. It encourages giving to an organization that is fundamental to the continuation of Oregon culture.

I designed this slogan for the student audience and as a catchy, edgey motto that could sell potential material product.

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P. 419.704.8040

E. ejo@uoregon.edu

www.hixieandco.com

DELIV ER ABLES — There are two specificf products that incorporate the branding imagery and slogans.

E XHIBI T PL AQUE These can be placed by any exhibit and prompt the user to give immediately.

V INY L S T ICK ER A giveaway to increase brand awareness. They only cost around $77 per 1,000.

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T HANK YOU!