Rocio Diaz & Shanice Obonna

MKT 3320.001
November 2, 2016

RESULTS

Goal and Objectives

Goals
The main goals the Friends of the Mansfield Public Library had for the North Texas Giving Day
were to fulfill the challenges set by the mayor of Mansfield and community members Roger &
Beth Steinke.
1. If 25 people each donate $25 or more, Mayor Cook will donate $250 to the Friends
2. If 50 individuals donate to the Friends, Roger & Beth Steinke will donate $500 to the
Friends
Objectives:
The Friends of the Mansfield Public Library also wanted to maximize participation and
awareness. After speaking with the vice president of the organization, Lindsey, one of the main
concerns for the event was the competition they would be facing. Many of the people to whom
the Friends of the Mansfield Public Library had reached out to for the event already had a
non-profit organization they were helping and wanted to remain loyal to. Due to this, the Friends
of the Mansfield Public Library had to reach out to a larger audience to create new awareness
and support.

Brief Overview and Results of the Plan

Before I joined the team to make any contributions, the Friends of the Mansfield Public Library
already had a plan for North Texas Giving Day. I was able to suggest ideas and take a look at the
current challenges that The Friends were experiencing, but they had already set potential
solutions to those problems. Due to the lack of control of social media, I was only able to
contribute through advice and content, which was done through a video.

Results
Totals show the Friends of the Mansfield Public Library raised $2,260 through the North Texas
Giving Day website through the participation of 52 people. In addition to this total, they earned
another $750 in challenge funds, for a total of $3,010, and this is without bonus funds. The
friends of the Mansfield Public Library did a fantastic job for their first North Texas giving day.
 Data visualization
Social Media Stats
Facebook Twitter Instagram

Followers 385 34 28

Posts 75 93 37

Posts for 28 31 7
NTGD
Comparison to other similar organizations
Similar Organizations Comparison
Ran Gift
k Name s Amount Raised Avg raised per person
Arlington Public $ $
1 Library Foundation 115 61,850 537.83
Friends of the
Dallas Public $ $
2 Library 107 35,082 327.87
East Parker County $ $
3 Library 60 4,645 77.42
Colleyville Public $ $
4 Library Foundation 40 3,150 78.75
Commerce Public $ $
5 Library 31 3,105 100.16
Friends of the
Mansfield Public $ $
6 Library 52 2,260 43.46
Friends of the
Flower Mound $ $
7 Public Library 34 2,250 66.18
Bedford Public $ $
8 Library Foundation 25 1,475 59.00
Fairmont $ $
9 Community Library 20 1,135 56.75
Euless Library $ $
10 Foundation 8 375 46.88

Compared to other similar organizations who are also dedicated to serve the local libraries, the
Friends of the Mansfield Public library scored sixth place in the amount of money raised. For an
organization who had participated in this event for the first time, they performed fairly well since
they were able to not only attain their goals but also compete with other larger organizations.
Although these organizations work for similar causes, the methods used and the goals set for
North Texas Giving Day varied from organization to organization. For example, a main reason
as to why the Arlington Public Library Foundation was able to raise a large amount of money is
because they needed to raise a large amount to help build the George W. Hawkes Downtown
Library.

Recommendations
Overall, the Friends of the Mansfield Public library were able to achieve their goals for North
Texas Giving day despite the small amount of response received from their audience on social
media. As they move forward, it is important to pay attention to this lack of participation and
find ways to attract and engage more people. Listed below are some recommendations that the
Friends of the Mansfield Park can take into consideration.
1. Create content from a wide range of sources rather than just from The Friends of the
Mansfield Public Library. Although it is important to know why people want to work for
and help the Friends of the Mansfield Public Library, it is crucial to also deliver the value
involved in working for this organization, how it can change lives and how it directly
affects the community. Rather than simply stating the benefits of the library, they should
also focus on posts that teach their audience something new that they can show others
and spread the word about the library.
2. Call visitors of the library to action by hosting giveaways and inviting them to join social
media. Public libraries often attract many people with a variety of interests. In order to
engage this diverse audience the Friends of the Mansfield Public Library can host small
contests or giveaways to encourage more participation. These events will create new
awareness and followers, since participants contributed to making the event a success.
3. Encourage participation of other beneficiaries like ​Roger & Beth Steinke​ who would be
willing to match the smaller donations put forth by other donors. This would encourage
even more participation by the public and ensure that even more money is being raised
for the organization. It will be vital that they try to reproduce this on a larger scale for the
North Texas Giving Day next year.
4. Reach out to the people who actually use the library as they will feel more of a
connection to the cause than someone who has never even checked out a book from the
Mansfield library. Have information physically readily available for people to see ways
in which they can contribute or help the organization (volunteering, donating, etc).

If the Friends of the Mansfield Public library can continue communicating with the donors
they were able to get, engage and foster a good relationship with their community, then they
should be able to meet and pass their goals for the next North Texas Giving Day.