Teach Tiburon (Campaign Concept)

PREPARED FOR:

TIBURON HAITI A DVA N C E M E N T PROJECT

PROPOSAL

TEACH TIBURON

M AYA D A R T I G U E N AV E M AYA . D A R T I G U E N AV E @ G M A I L . C O M

Teach Tiburon

E XECUTI V E S U M M A RY Tiburon Haiti Advancement Project (THAP) is an organization that aims to help rebuild, rehabilitate, and restore the small village off the Tiburon Peninsula after numerous natural disasters through focus on healthcare and education. The following campaign was created in earnest to help accomplish this goal and bring success to the overall mission.

The overall purpose of this campaign is to increase the awareness about the struggles Tiburon, Haiti have been faced with in trying to educate its students, and the impact that the organization THAP hopes to have on this recovery.

campaign will be conducted throughout the entirety of the plan in order to keep THAP and its mission on mind while being engaging, competitive, and something that the audience could already see themselves doing.

It has been decided that the best course of action for this initial campaign is to focus on raising awareness and building a recognizable brand for THAP in order to build credibility and confidence in the publics when running fundraising campaigns in the future. Through traditional and social media channels, along with experiential activations, this plan is meant to build a following of supporters for THAP and its mission, and build a solid foundation of standing that will allow the organization to secure media attention, and sponsorships in the future.

Maintaining transparency is another goal for this campaign which will be answered through constant relay of information the audience both needs to see and wants to see. The plan is to create and digitally publish an organization magazine that features necessary information (like events, project updates, etc.), and information that would typically be found in women-geared magazines (like recipes, Haitian fashion trends, etc.). This will allow for consistent and expected a free flow of information from the organization to its publics.

This campaign is directed to two main audiences. The primary audience includes women aged 35-44; the secondary audience encompasses a younger set of individuals as they are both men and women aged 1834. Between these two audiences, there is a high level of technological and digital engagement, which is why this campaign falls heavily on digital communications.

Lastly, this plan aims to build a recognizable personality that the secondary audience is able to connect and relate to. Somewhat like an influencer, these faces will represent THAP to a younger audience and become ambassadors of the organization and its message.

Digital engagement is at the forefront of the campaign. In terms of owned media, a website will be created to house all key messages of THAP to spread information, and also act as a warehouse to collect donations and encourage the audience to volunteer with the organization. On social media, the plan is to avoid being disruptive to the set patterns of the audience, instead becoming organically included in daily social conversations, and utilize influencers to push the THAP message even further. Mini social media

In effort to build up the THAP organization, it is hope than the following plans are able to benefit the organization, spread its message, and build a solid support system to aid in carrying out the THAP mission.

OVERVIEW

35-44 YEAR-OLD WOMEN

18-34 YEAR-OLD "MILLENNIALS"

12 MONTH C AMPAIGN

7 MAIN A C T I VAT I O N S

No act of kindness, no matter how small, ​is ever wasted.

AESOP

Teach Tiburon

O R G A N I Z AT I O N R E S E A R C H HISTORY

Tiburon Haiti Advancement Project, Corp was created on October 11, 2016 by a team of concerned, dedicated, committed, and passionate HaitianAmericans who were all born in the Peninsula of Tiburon, Haiti.

THAP was created in direct response to the devastation that nearly eradicated this small village. As an organization, we firmly believe that we will have the most direct, lasting, and evident impact by being intentional and concentrating our efforts in this one area. There are important causes in all corners of the world, certainly to include right here in America. Haiti, as a country, is in dire need of our help as a result of continuous natural and social disasters, most recently the aftermath of Hurricane Matthew this October.

All funding raised will be used to rebuild Tiburon’s school house and community clinic, both of which are desperately needed by the children, elders, and community members at large. We will also aid where the people tell us to help.

Haiti was the first country to gain its independence. This country and its people have experienced unimaginable natural devastation and social unrest, yet, the people of this country remain strong, steadfast, longsuffering, and survivors. Our goal is not to give a hand down in a time of crisis and then leave, but we are here for this small village for the long run to help its people rebuild so they can continue to work towards self-actualization.

O R G A N I Z AT I O N A L G O A L S

The overall goal for THAP is to “rebuild, rehabilitate, and restore� Tiburon, Haiti.

Rebuild: Clinics and schools are the main rebuilding focus for the organization, as these are key infrastructures which help the people of Tiburon survive, but were the resources most damaged by the recent natural disasters.

Rehabilitate: Our focus on local clinics and schools will allow many citizens access to better healthcare and education.

Restore: With help, THAP envisions a complete restoration of sustainability.

MANAGEMENT

• Wyster Desir, President

• Tamara Jules, Community Outreach Director

• Jeweler Jules, Vice President

• Gunix Touissant, Legal Counsel

• Jay Jules, Controller

• Natchia Jules, Agent

• Maggy Dartiguenave, Secretary

• Maya Dartiguenave, Communications Coordinator

• Janouska Jules, Disaster Relief Coordinator

FINANCIAL POSITION

THAP is a new non-profit organization, meaning that it is limited on the amount of funds able to contribute to its initial campaign. Because of this, the primary vehicle of communication with the campaign will have to be low-cost, and/or community donated efforts.

MISSION

"To advance the people of Tiburon, Haiti through rebuilding and rehabilitating necessary infrastructure and pivotal community resources."

Teach Tiburon

PR I M A RY PU B LI C S

01

For this campaign, it is recommended that the primary target audience would be categorized as educated women between 35 and 44 years of age, with no less than a 4-year degree. Through secondary, and deeper primary, research, this audience has been selected based on its charitable patterns, income level, and consideration of education as an important investment in life.

This target audience, as segmented by Claritas “MyBestSegments,” fall into the “Fast-Track Families,” “Upward Bound,” and “Family Fortunes” categories for the PRIZM Premier, PRIZM, and P$YCLE segments respectively. These segments measure consumer consumption patterns, lifestyles, media preferences, and financial behavior.

These women are all college graduates, with some having a master’s degree or higher. They live active lives but are still scheduled, and value family and their children as high priority. This is an important factor to keep in mind when communicating the majority of recipients of THAP efforts are children. Furthermore, because of their higher levels of education and higher levels of income, these women place value in college savings and funds, which reinforces the notion that education is highly valued.

Because the nature of this campaign is mostly digital, it is important to gauge how connected the audience is. That is where Claritas “MyBestSegments’s” “CONNEXIONS” segment helps define the target groups. The target group occupies two categories in this segment, which are “Kids & Keyboards” and “Video Vistas.” While not as plugged-in as other age groups, the “Kids & Keyboarders” still incorporates a number of electronic devices in their lives to stay connected. They own multiple computers and televisions; favor cable TV packages; and have children that are more “computer-literate,” using the internet for video games and video streaming.

In addition, the “Video Vistas” value digital entertainment more than the “Kids & Keyboarders.” They occupy the lowermiddle class and like to watch television, play video games, and download videos from online. Stay-at-home mothers tend to watch TV throughout the day, with the entire family gathering to watch reality television and/or game shows at night. They use mobile communication often, and are committed to getting the best for money paid as they switch cell phone providers “over pricing issues.”

In terms of race, the target is to appeal to a group of diverse women from a variety of ethnic backgrounds.

02

The secondary audience for this campaign are aged 18-34, extending into more connected individuals as old as 44, falling in between Millennials and Gen Xers. These groups are highly connected in terms of engaging with the internet, and get a majority of their news from online sources. They also conduct everyday activities online more often than in person. For example, a segmentation of Gen Xers called “Fiscal Rookies”

by Claritas “MyBestSegments” database manage their finances on mobile devices instead of in person, or even on a set-in computer.

These groups, still being relatively young, are either single or newly married with no kids, or are on the cusp of starting a family. They are college educated, either with “some college” or with a college degree, but are also feeling the weight of cumbersome student loans.

They are invested in pop culture and keeping up with different forms of information by reading magazines like GQ, W Magazine, National Geographic, and Parents Magazine. They are some of the most diverse in ethnicity and background according to Claritas segments.

Furthermore, a segmented group within the target audience called “Aspiring A-Listers” are without commitments like children and/or spouses, this group is even more connected into technology than the “Fiscal Rookies.” They are very interested in being seen, especially online, and sharing their point of view and opinion with people they follow. Due to the fact that social media and technology take up a lot of their time, this group tends to have a much larger online following than the average individual.

It is important to attract the attention of Millennials who are fluent in technology and the way in which people use it to communicate. Two more groups segmented for the Claritas database are consequently the “You & I Tunes,” and “Generation WiFi.” Similar in both their levels of technological use, both of these groups are more inclined to consume media online with content ranging from podcasts to global news. This desire to seek out information from all over the world is vital to the messaging efforts of this campaign.

Millennials, according to the Pew Research Center, are more confident, more connected, and more open to change that previous generations. They have officially surpassed Baby Boomers in terms of numbers, making them the largest generation to date, and tend to have a more liberal outlook on the world. They are also more involved in social and environmental activism, making them an ideal target for a campaign of this nature.

The levels in which this audience consumes content via online channels gives THAP the opportunity to spread key messages on a larger scale. These humanitarian internet users are more likely to share their interest in THAP’s mission with their followers, who are like-minded individuals. This “share and reshare” behavior will allow for THAP’s message to become backed by online influencers, making it a trustworthy brand to be associated with.

Transversely, the breadth of nonprofit organizations vying for the attention of online influencers poses the challenge of either being seen, or being lumped in and passed over with other non-profit organizations.

SOCIAL MEDIA HABITS

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Of the 79 respondents, 96.2 percent would place the social media platform Facebook as one of three top used. The second top used platform was Instagram, with 73.4 percent saying this fell in their top three. The final platform that was most used came in as a soft tie between Pinterest and Snapchat, with 39.2 percent and 38 percent respectively.

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PRI M A RY RE S E A RCH

Teach Tiburon

1

The vast majority of respondents follow friends and family the most on social media, with 62 respondents ranking friends and family #1.

Between celebrities, charity organizations, retailers, corporate brands, musicians, news outlets and/or online influencers, responses varied on how frequently each digital personality/ brand was followed. Charity organizations, however, were valued as the third-most-followed brand by a large portion of respondents (24 out of 79). Furthermore, 67.1 percent of respondents said they do follow brands online.

When asked why the respondents would or would not follow a brand online, the answers varied. For those who would follow a brand, they credited staying up to date, following trends, or aligned ideals as to why they choose to opt into following a brand. For those who would not follow a brand, they reason over-posting, differing values or beliefs, or boring content to why they would not interact with the brand.

OPINIONS

2 SENTIMENT AFTER 2010 EARTHQUAKE

Between the mag. 7Mw earthquake in 2010 and Hurricane Matthew in 2016, 57.1 percent of respondents believed Haiti as a country was still “severely damaged.” After Hurricane Matthew in 2016 until present date, 53.2 percent believed the country to remain “severely damaged,” with 13.9 percent believing the country to be “somewhat rebuilt.”

When asked how long students would be able to go without school before it impacted their learning, 44 out of 79 respondents answered between one and 10 days; 21 answered between 11 and 20 days.

SENTIMENT AFTER 2016 HURRICANE

A majority of respondents believe students should not miss more than 10 days of school in a year.

A survey has been conducted to measure how local residents stay connected to the news, their social media habits, their giving habits, and their knowledge of educational affairs as they relate to the entirety of Haiti. The following results were recorded, analyzed, and used to formulate an effective strategy for this awareness campaign.

NON-PROFIT ENGAGEMENT

PRI M A RY RE S E A RCH

Teach Tiburon

3

Of the 79 respondents, 73 are connected to at least one non-profit organization online, with 19 (24.1 percent) being connected to five or more.

The majority of respondents (93.7 percent) believe volunteering is one of the most important ways to engage with a non-profit, with donating and sharing information also falling in the top three with 91.1 percent and 73.4 percent respectively.

Human rights organizations ranked #1 in the most important non-profit type with 33 out of 79 respondents choosing it as most important; education came in second with 22 out of 79 respondents choosing it as second most important.

More than 90% or respondents are connected to a non-profit brand on social media.

RESPONSE DEMOGRAPHICS

4

The highest segment of respondents was aged 35-44, with 32.9 percent of respondents fell in this age range. 27.7 percent of respondents were 18-34.

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83.5 percent of respondents were women, with 13.9 percent being men and 2.5 percent unknown

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The majority of respondents identified as either black or white, with 46.8 percent and 43 percent respectively; 7.6 percent identified as Hispanic, 2.5 percent as Asian/Pacific Islander

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21.3 percent of respondents made more than $85,001 annually; however, the largest segment (24 percent) earn between $25,001 and $40,000 per year • 41 percent of respondents have a master’s degree or higher; 19.2 percent have earned at least some college education • 76.3 percent of respondents are currently enrolled in college, 23.7 percent are not.

The largest age segment fell into the 35-44 range; the smallest were respondents under the age of 18.

Teach Tiburon

P R O B L E M S TAT E M E N T Tiburon Haiti Advancement Project (THAP) is a new not-for-profit charity organization founded as a response to the natural disasters that have effected the small peninsula off of the southern region Haiti. Due to its infancy and small board size, the organization is seeking communicative assistance in order to raise awareness of the cause and the impact THAP hopes to have on Tiburon. By building a recognizable name, and thus a foundation to promote, THAP hopes to secure corporate sponsorships and endorsements that will help complete the overall THAP mission.

C O M P E T I T I V E A N A LY S I S KONBIT MIZIK

konbitmizik.org • • •

Focuses on using music as a way to rebuild and bring the community together for a variety of efforts Featured charity on Fader.com Consistent with events that feature prominent Haitian musicians

THE LAMBI FUND OF HAITI

lambifund.org

Program areas: • • • • •

Sustainable development Community micro-credit Animal Husbandry Environment Organizational and Leadership Training

HAITI COMMUNITERE

haiti.communitere.org • • •

Strong Instagram presence in terms of progress updates Have a volunteer program Sector of a larger group, Communitere, which caters to Nepal and the Phillipines as well.

Teach Tiburon

S W O T A N A LY S I S

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STRENGTHS

WEAKNESSES

• Board of Directors has a strong passion to see the organization become successful • Nearly all of the board members are Tiburon-natives, and thus directly affected by the recent natural disasters • The narrow focus of the planned THAP projects allow it to be the most effective • Strong belief that the focus on one city and goals to impact healthcare and education specifically allow for the most good to be done.

• There is an “end-game” in mind • The organization’s goal is to restore Tiburon, Haiti to a status where it is one again self-sufficient, thus rendering the organization unnecessary.

• Board of Directors all have a lack of experience running either a charitable organization • This can become a strength when: direct work becomes experience for the organization to grow on.

• Limited knowledge in processes of construction, education management, etc.

• This can become a strength when: it opens the door for sponsors in these specific industries to fill the gap.

• Limited starting funds • Lack of publicity • This can become a strength when: solicited “influencers” join the campaign • Lack or resources • This can become a strength when: sponsorships are gained throughout the campaign

O

T

OPPORTUNITIES

T H R E AT S

• Tiburon is an underserved area of Haiti when it comes to charities, so this allows for THAP to make a real impact (and do so without direct “competition”).

• Larger nonprofit organizations that give to Haiti are more likely to be donated to

• The ability to leverage crowdfunding donation platforms like “GoFundMe” makes it easier for the public to donate.

• Can possibly use popular HaitianAmerican artists, businesspeople, etc. as spokespersons

• However, the “donate to local organization” narrative can be useful here.

• Recent natural disasters that have harmed American cities may dominate the giving conversation • Corrupt Haitian government poses a threat to the overall process • Current American political climate may make it harder to appeal to the empathy of many people

Teach Tiburon

GOAL S & OBJEC TIVES GOALS

1. Educate on importance of THAP’s contribution to education for citizens of Tiburon 2. Earn a recognizable charity name 3. Strengthen THAP association with transparency

01.

02.

OBJECTIVE 1

OBJECTIVE 2

Increase social media following by 1,500 (500 each on Facebook, Twitter, and Instagram) fans by June 30, 2018; additional 2,000 (1,000 on Facebook, 500 each on Twitter and Instagram) fans by September 30, 2018

Increase recognition of THAP name and purpose by 10 percent by end first quarter (April, 2018); an additional 10 percent by end of second quarter (July, 2018).

Strategy: Create digital trends for secondary audience to participate in without disturbing their natural social media habits •

Tactic 1: Utilize the hashtag #THAPTakesover #TBT on the third Thursday of each month starting in February, 2018 •

• •

Encourage secondary publics to spread THAP’s education message by sharing photos of themselves online from when the poster was in school. Because #TBT is already a popular social media trend, this can be an effective and undisruptive way to gain participation Choose random participants to be featured on organization’s owned social channels

Tactic 2: Utilize the hashtag #DayWithoutADesk in social media campaign discussed in Objective #3.

Strategy: Leverage events, groups and activities for audience to consistently participate in for indirect exposure to THAP mission •

Tactic 1: Build and maintain charity website that promotes the THAP mission, stays current on project progress, and encourages visitor participation

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Tactic 2: Host monthly book club in partnership with local/national book stores to implement one-for-one giving campaign •

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For each book sold with specified retailer using provided THAP code, said retailer will donate money to produce children’s books in Creole for Haitian students

03.

04.

OBJECTIVE 3

OBJECTIVE 4

Increase awareness to lack of education resources available to Haitian citizens by 10 percent by June 30, 2018; raised an additional 5 percent by December 31, 2018.

Increase association of transparency with THAP organization by 15 percent by April 30, 2018; additional 5 percent by end of each quarter until December 31, 2018.

Strategy: Increase awareness to bring credibility to organization

Strategy: Consistent communication for the organization on what happens with donations allows for supporters to trust in the ethical standing of the THAP organization.

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Tactic 1: Host “Istwa Plisman Project” where elementary and middle school students from America partner with students in Haiti to create a folding story.

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Tactic 2: Run #DayWithoutADesk social campaign for one week in April to highlight the extreme lack of resources available to global students

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Tactic 3: Run a digital contest encouraging participants to submit photos and videos representing what a school day looks like in [STATE].

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Winning submissions will be included in larger visual piece highlighting the difference between an American school day and one in Tiburon, Haiti •

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The hashtag #ASchoolDayIn will be assigned to this campaign

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Tactic 1: Create a digital monthly magazine to distribute to subscribers through email and online publisher •

• •

Monthly magazine will feature content found in traditional magazines geared towards women, including Haitian recipes, Haitian fashions, and also project updates, and important THAP news

Tactic 2: Create and distribute quarterly reports in B2B spaces.

Teach Tiburon

GOAL S & OBJEC TIVES GOALS

1. Educate on importance of THAP’s contribution to education for citizens of Tiburon 2. Earn a recognizable charity name 3. Strengthen THAP association with transparency

05.

06.

OBJECTIVE 5

OBJECTIVE 6

Earn 1 “major” influencer participation of campaignspecific task by December 31, 2018; 3 micro-influencers by December 31, 2018.

Register 500 people for THAP monthly magazine during the World of Nations (WON) festival in March, 2018.

Strategy: Earn a “nod of approval” of public figures who have an established relationship with specific audiences •

Tactic 1: Utilize #THAPTakeovers #TBT social media “challenge” to engage Haitian-American influencers

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Tactic 2: Highlight influential Haitian/HaitianAmericans and the impact these people have made each week on social media

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Tactic 3: Challenge influencers to engage their followers in a contest hosted by THAP i n summer contest •

Contest: Influencers create their own phone wallpaper for followers to buy (for free), and the most sold win

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Rules: Must incorporate THAP logo and be influenced by THAP mission

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Prize: Winning influencer gets THAP facet (volunteer team, school building, etc.) named after them

Strategy: Increase number of readers for important THAP news •

Tactic 1: Occupy informational booth representing Haiti in the annual world of Nations event

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Tactic 2: Offer WON-specific giveaway for each person to sign up for THAP newsletter

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07.

OBJECTIVE 7

Curate a 5-person team of reoccurring (and thus recognizable) faces as organization ambassadors by December, 2018 Strategy: Create a team of people who supporters can relate to make relationship building more twosided •

Tactic 1: Feature ambassadors in monthly communications (i.e. online magazine, social posts, etc.)

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Tactic 2: Have ambassadors host social “takeovers” of THAP profiles to encourage crosspromotion of personal and organization brands

Teach Tiburon

PROJ EC T TI M E LI N E

JAN

FEB

MAR

A THAP Book Club Facebook group would have been built and established throughout mid-December, 2017

#THAPTakesover campaign begins on third Thursday of the month

Preparations for #DayWithoutADesk begin (including spreading the word of the upcoming event on owned media channels)

Begin first book club meeting; establish schedule of Facebook Live discussion on the last Thursday of each month along with comment discussions in appropriate Facebook group.

Submissions open for #ASchoolDayIn contest online Monthly book club meeting held online through Facebook Live and Facebook group

Monthly book club meeting held online through Facebook Live and Facebook group #THAPTakesover on third Thursday of the month Submissions still open for #ASchoolDayIn contest

A major goal for the position of each event, competition and communication release is to remain engaging at all throughout the year without coming across as boring or overly-corporate. The point is to allow the audience to interact with campaign activations as they would normally with trends on the internet, but to have the THAP mission followed closely behind any and all traction and attention these interactions receive.

APR

Monthly book club meeting held online through Facebook Live and Facebook group #THAPTakesover on third Thursday of the month #DayWithoutADesk activation take place on April 27th Submissions still open for #ASchoolDayIn contest

MAY

Monthly book club meeting held online through Facebook Live and Facebook group #THAPTakesover on third Thursday of the month Submissions close for #ASchoolDayIn contest World of Nations exhibition (date not yet released) Summer wallpaper contest begins (influencers announced and promote upcoming challenge)

JUN

Monthly book club meeting held online through Facebook Live and Facebook group #THAPTakesover on third Thursday of the month #ASchoolDayIn contest winners announced by June 3rd Influencer wallpapers begin to be “sold� June 11th

Teach Tiburon

PROJ EC T TI M E LI N E

JUL

AUG

SEP

Monthly book club meeting held online through Facebook Live and Facebook group

Monthly book club meeting held online through Facebook Live and Facebook group

Monthly book club meeting held online through Facebook Live and Facebook group

#THAPTakesover on third Thursday of the month

#THAPTakesover on third Thursday of the month

#THAPTakesover on third Thursday of the month

Influencer wallpapers end downloads July 13th (Winner announced July 14th)

Itswa Plisman Project begins August 27th (Register students in Haiti and the U.S.)

Itswa Plisman Project correspondence continues

OCT

NOV

DEC

Monthly book club meeting held online through Facebook Live and Facebook group

Monthly book club meeting held online through Facebook Live and Facebook group

Monthly book club meeting held online through Facebook Live and Facebook group

#THAPTakesover on third Thursday of the month

#THAPTakesover on third Thursday of the month

#THAPTakesover on third Thursday of the month

Itswa Plisman Project correspondence continues

Final Itswa Plisman Project transfers happen by November 16th

Itswa Plisman Project stories made digital by December 3rd (Offered for print, purchase and shipping arrival by Christmas as presents)

Teach Tiburon

R E C O M M E N D AT I O N S To further develop the Teach Tiburon campaign, and maximize the awareness of the Tiburon Haiti Advancement Project and its mission, the following recommendations are suggested:

PRE & POST SURVEY

YOUNGER AUDIENCE

C o n d u c t a p r e - a n d p o s t- s u r v e y e x a m i n i n g the depth of knowledge targeted publics have both on the existence of THAP and the severe condition Tiburon, Haiti is in. In order to properly gauge whether or not there has been an increase in the awareness of the issues or the o r g a n i z a t i o n , c o n d u c t i n g a s u r v e y a n d /o r focus groups would be suggested.

Lower secondar y audience age to include “ Yo u n g a d u l t s ” e n r o l l e d a t l e a s t i n h i g h school, age 14 -23 . This large audience allows for a new wave of “influencers” to be included in THAP campaign, and opens the organization up to sponsorships that align with the age of those being helped b y T H A P.

Teach Tiburon

C A M PA I G N M AT E R I A L S PRIMARY RESEARCH SURVEY

What social media outlets do you use most often?

(Please choose the top three.)

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Facebook

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Instagram

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Pinterest

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Snapchat

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Tumblr

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Twitter

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Other

What users do you follow most often on social media?

(Rank in order of frequency with 1 being most followed and 8 being least followed.)

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Social media

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Television

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Other (please specify)

Do you follow brands or organizations online?

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Yes

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No If Yes: What are some reasons you follow brands or organizations online?

If Yes: What are some reasons you would not follow a brand or organization online?

How many non-profit organizations are you connected to online?

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Celebrities

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0

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Charity organizations

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1-2

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Clothing/retail brands

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3-4

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Corporate/business organizations

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5 or more

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Friends/family

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Musicians/bands

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News outlets

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Donating/Sponsoring

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Social media/online influencers

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Volunteering

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Being an ambassador

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Being an employee

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Sharing organization content/information online

Where do you get the majority of your trusted global news?

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Magazine

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Newspaper

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Radio

What do you believe participation with non-profit organizations looks like? (Please choose the top three.)

Teach Tiburon

How are you most likely to participate with a nonprofit organization if asked?

Would do Likely to do Unlikely to do

Would not do Unsure •

Donate or sponsor

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Volunteer

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Become an ambassador

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Become an employee

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Share organization content/information online

What charitable causes do you care most about?

(Please rank in order of importance with 1 being most important, and 6 being least important.)

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Animal rights

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Disaster Relief

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Environmental issues

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Education

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Healthcare/research

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Human Rights

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Severely damaged

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Somewhat damaged

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Somewhat rebuilt

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Nearly rebuilt

To your knowledge, where do you believe the country of Haiti is in terms of rehabilitation after Hurricane Matthew in 2016?

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Severely damaged

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Somewhat damaged

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Somewhat rebuilt

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Nearly rebuilt

In your opinion, how many days of school can a child can miss before it begins to impact their education?

(Note: There are 180 school days in a year.)

Open-ended

If an organization asked for a one-time donation, how likely are you to donate the following amounts: Would Definitely Donate Unlikely to Donate

After the mag. 7Mw earthquake in 2010, but before Hurricane Matthew hit in 2016, what level of rehabilitation would you categorize the country of Haiti in?

Likely to Donate Would not donate

On average, how many students does an American public school have enrolled each year?

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400-500

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501-600

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$1

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601-700

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$5

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701-800

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$10

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801-900

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$100

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More than 901 students

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$1,000

Teach Tiburon

Age

What is your highest level of education?

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Less than 18

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Some high school

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18-24

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High school diploma

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25-34

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Some college

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35-44

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College degree

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45-54

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Master’s degree or higher

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55 and over

Sex •

Male

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Female

Ethnicity •

Black/African American

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White

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Latino

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Native American

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Asian/Pacific Islander

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Other

Annual income •

Less than $25,000

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$25,001-$40,000

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$40,001-$55,000

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$55,001-$70,000

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$70,001-$85,000

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More than $85,001

Are you currently in college?

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Yes

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No

C R E AT I V E S A M P L E S

The following samples are examples of potential owned messages, including organization website, monthly magazine, social media posts, and a booth set up for the World of Nations event.

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advancetiburon.wixsite.com 3

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0 1 . W O R L D O F N AT I O N S I T E M S

T-shirt design for WON giveaway 0 2 . O R G A N I Z AT I O N W E B S I T E

Owned online presence 03. MAGAZINE

Monthly org. communication 4. SOCIAL MEDIA POST

Example of Instagram post

THANK YO U .

It has been a pleasure to create and put together this awareness campaign for the Tiburon Haiti Advancement Project. It is with great hope that with the implementation of one or all of these plans that THAP is able to move forward in accomplishing its goal of rebuilding, rehabilitating, and restoring the village of Tiburon.

M AYA DA R T I G U E N AV E

Fall, 2017 Capstone

C O N TA C T S

maya.dartiguenave@gmail.com mayadartiguenave.com