ABSTRACT

A New Plan to Increase Donation Participation

Within the Community.
Timothy Mckee
Intro to Public Relations

IHEARTYOSNEAKS
A Public Relations Proposal
Executive Summary
Any non-profit will tell you that the hardest part of operating is receiving

support and donations from within the community. That is why

iHeartYoSneaks will seize the opportunity of Christmas. Christmas has always

been a time of giving and massive sales in varies stores across the nation. This

gives iHeartYoSneaks the unique opportunity to have a huge Shoe Drive during

this holiday season.

The specific public we are trying to reach are the middle-class families

aged 25-45 who have children. The emotional bond they have with their own

child will increase the likelihood of a donation. Our course of action includes a

major, multi-platform campaign. It will include a huge social media campaign,

as well as various radio interviews, television interviews, and various

newspaper stories and a shoe drive with free shirts.

The budget for this proposal will stay low, as money does not grow on

trees for non-profit organizations. A majority, if not all, of our campaign will be

based on platforms that require no charge. The only thing that iHeartYoSneaks

would pay for are the tee shirts we give away, but we already have a stockpile

from previous events. iHeartYoSneaks has set aside $1500 in case of any

opportunities or un seen expenses that may occur.

Situation Analysis
St. Jude’s and Children’s Miracle Network are two organization whose

donations have been outrageous for consecutive years. Why? Because everyone

knows them. Contrasting those organizations is iHeartYoSneaks. Donations

have steadily been slipping within the iHeartYoSneaks organization, and we

attribute it to a lack of awareness. Many people do not know about our non-

profit organization, and those who do know may not know of our mission. We

believe that if we can increase our organizations presence in the non-profit

community, our donations will climb alongside it.

We also believe that iHeartYoSneaks is about providing children and

young-adults with new or slightly used tennis and athletic shoes. The idea

behind our program is to encourage children and young adults to apply

themselves to sports and academic endeavors. We distribute our donations in

communities that have higher dropout rates and gang related activity. Our

organizations mission is to bring encouragement and sneaker culture to better

the lives of our recipients.

In conclusion, our organization faces a tough road ahead. We cannot

keep providing our services without the support and donations of the

community around us. But, I have a plan that addresses every issue and puts

them behind us in the following proposal.

SWOT Analysis
Strengths

Our largest strength is our message to our community that we want to

help locally. I spoke with Matt Lewis, the President and CEO of the San Angelo

Area Foundation, and he said “giving back to the community that donated

helps increase the likelihood of future donations because the community can

see first-hand the effect your organization has.” This will allow growth in our

organization as well as increase our ability to help the community.

Weaknesses

Our largest weakness is the lack of awareness of iHeartYoSneaks in

general. We are still a new organization, as we were founded in 2015. No

company or organization has ever thrived while being unknown. A quick poll

revealed that only 10 percent of people in San Angelo have heard of our

organization, and only 3 percent knew our mission.

Opportunities

Christmas brings out the charitable heart in everyone. Group this with

huge sales, and people getting new shoes, you have a prime opportunity to

collect a massive amount of old, or new, shoes.

Threats

Other non-profit organizations are a threat, because the community

cannot be spread too thin, especially during Christmas when every charity is

pouncing on that opportunity.

Publics

Public Objectives Strategies Tactics

Middle-Class Receive 300 Campaign for Radio, Television,

Families age 25- Donations Donations Newspaper,
45 with Children Social Media

Receive 200 Campaign for Radio, Television,

Everyone Else Donations Donations Newspaper, Socal
Media

The primary Public we are trying to reach is the Middle-Class Family

aged 25-45, who have children. Pew defined middle class households as those

earning 67%-200% of a state's median income. The median income in Texas is

$55,653, according to the 2015 census. This shows that the middle class in

Texas will make anywhere between $37,287 and $111,306. The median income

in Tom Green County is $47,637 according to the 2016 census. This falls in

the middle of the middle class. This gives iHeartYoSneaks a leg up in the

donation campaign.

The reason we are opting for families with children opposed to without is

simple. The emotional bond parents have with their own child will increase the

likelihood of a donation. Also, if they were to have children, then they will

already have shoes that fit out target recipient. The campaign used to target

this public will be heavily focused on ethos.

The Plan
Increase Donation
Participation
Within the
Community

Recieve 500 Pairs

of Shoes by the
Create Awareness
End of Janurary
2018

Campaign For
Donations Before Make our Mission
and After Known
Christmas

Intiate a Radio
Get a News Story in Christmas Show
Interview Through Interview on KTXS Facebook Twitter Radio Television
The RamPage Drive
Ram Radio

Our goal is to increase donation participation within the community. The

plan has two fronts, the donation front and the awareness front. Both will

complement each other perfectly. On the donation side, the objective is to

collect 500 pairs of new or slightly used athletic shoes. Our strategy is to

campaign for donations leading up to Christmas and afterward. The tactics we

will use are numerous radio interviews across different stations. I have spoken

to representatives from KIXY, KKSA, and KKCN and they have agreed to give

interviews closer to Christmas. We will also have a television interview with

KTXS, I have already spoken with a representative and filled out the

application. I have also spoken to the RamPage, and they have agreed to a

story to promote the shoe drive. The shoe drive is the last tactic for the

donation side. The idea is that Christmas brings out sales and creates old

items. People will get new shoes for Christmas, so we will have them donate the

old ones to iHeartYoSneaks, and in return they will receive a free shirt. The

awareness side will focus on getting our mission out to the world. We will use

free media platforms such as Facebook, Snapchat, Twitter and Instagram.

 Timetable
Thursday, December 14th:

Send out press release to as many news outlets as possible.

Prepare for Radio Interviews

Friday, December15th:

Radio Interview on KIXY at 7:30 am

Radio Interview on KKSA at 9:00 am

Radio Interview on KKCN at 10:30am

Sunday, December 17th:

Stories are run in newspapers, including the RamPage

Monday, December 18th:

Begin Social Media Campaign

Saturday, December 30th:

Prepare for TV Interview

Sunday, December 31st:

TV Interview on KTXS at 10:00 am and 6:00 pm

 iHeartYoSneaks
FOR IMMEDIATE RELEASE
Media Contact:
Timothy McKee
PR Rep.
(806) 782-5327
tmckee@angelo.edu

SAN ANGELO, TX. – December 8 , 2017- iHeartYoSneaks, a non-profit

organization that focuses on delivering athletic shoes to children and young

adults, will hold its 1st annual “New Year New Shoe” shoe drive on Saturday,

January 6 at the Junnell Center. They will be accepting donations of new or

lightly used athletic shoes. Monetary donations will also be accepted.

iHeartYoSneaks’ mission is to create an atmosphere of encouragement

and support for children and young adult students in areas that have high

dropout rates and gang activity. The idea is that by giving them athletic shoes

and pushing them to focus on athletic endeavors, it will better their life. By

pursuing athletics, the students’ grades will improve as well because all

educational institutions require a passing grade for athletes.

The organizations president, Payton Davidson said “Many of us take

advantage of the privilege that we have and it blinds us to helping those

around us who may need it. Something as small as a pair of sneakers can

change someone’s life if we knew how much it meant to them.”