Liberty Hope Foundation: Communication Plan for Fundraising Success

1 7-2 LHF: Communication Project 7-2 Liberty Hope Foundation Project & Communication Plan Southern New Hampshire University Professor James Owston COM 413 R3181 Management of Com Projects 24EW3 The Liberty Hope Foundation, a nonprofit organization dedicated to supporting families of children with disabilities, plays a vital role in helping them combat social stigmas, financial 1

2 7-2 LHF: Communication Project difficulties, and emotional burdens. In order to continue serving the community effectively, LHF has embarked on a crucial endeavor - constructing a new medical facility and community center. This facility will cater to young adults aged 21 and older who are transitioning out of pediatrics. Our objective is to raise $5 million dollars in a year to build this facility and community center for Liberty Hope Foundation to expend its services. Project Scope and Outreach Plan To complement and expand the services provided by Liberty Hope Foundation, we need to raise $5 million in 12 months to begin construction on the new medical facility and community center. To achieve the fundraising goal, the Liberty Hope Foundation (LHF) will launch a comprehensive campaign that involves multiple activities aimed at engaging target audiences and inspiring them to contribute. The project scope includes the following key components:  Major Launch Event: To kick off the campaign, Liberty Hope Foundation will host a major launch event in a year. This event will serve as an opportunity to introduce the project, highlight the potential benefits of the medical facility and community center, and showcase the urgent need for support.  Social Media Engagement: Our team will leverage social media platforms to engage with the target audience, share updates, and promote the Liberty Hope Foundation project. Regular posts, videos, and infographics will be used to keep followers informed and involved in the campaign. 2

3 7-2 LHF: Communication Project  Online Fundraising Campaign: The campaign will include a dedicated online platform where individuals can make a donation and support the project. The website will provide detailed information about the project, including the purpose of the facility, its services, and the impact it will have on the lives of young adults with disabilities.  Collaboration and Partnerships: We will explore opportunities to form partnerships with businesses, organizations, and individuals that have a shared interest in supporting young adults with disabilities. These collaborations may include sponsorships, in-kind contributions, or joint marketing efforts.  Community Outreach: Liberty Hope Foundation team will conduct targeted community outreach initiatives to educate and mobilize the community about the project. This may involve presentations at local schools and colleges, workshops for parents and educators, and awareness campaigns in local newspapers and media outlets. Target Audience and Stakeholders Our “target audience may or may not be the end users of your product, but they are the people we plan to direct our marketing us” (Law 2022). The target audience and stakeholders for this project includes individuals, organizations, and groups who are committed to supporting individuals with disabilities and promoting inclusive communities. The primary targets audience include: - Individuals and families affected by disabilities. - Corporate sponsors and philanthropists. 3

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4 7-2 LHF: Communication Project - Former beneficiaries of Liberty Hope Foundation. - Foundations and trusts focused on disability-related causes. - Community organizations and support groups. - Local businesses and community leaders. We identified our target audience because they are most likely to be familiar with the issue. They can be influential in helping to spread awareness about it. Additionally, they can provide valuable resources, such as financial assistance, that can help to address the issue. Liberty Hope Foundation will engage with stakeholders from various sectors, including: - Government agencies. - Businesses and foundations. - Local organizations. - Local Media outlets. Our team identified these stakeholders because having agencies that can collaborate with municipal, state, and federal government entities will help secure funding, permits, and partnerships. “Stakeholders include current employees, former employees, customers, suppliers, shareholders, investors, NGOs, regulators, policymakers and the general public” (Lammers 2020). We are also considering businesses and foundations because they can help us with grants and donations. These philanthropic organizations will provide crucial financial support. We are 4

5 7-2 LHF: Communication Project considering collaborating with other nonprofits and community organizations will expand the reach of the campaign and tap into existing networks. Our team is also considering reaching out to local, regional, and national media outlets will amplify the message. Outreach Plan To reach our target audience effectively, we put together an outreach plan for Liberty Hope Foundation. This outreach plan combines various communication types and channels. - Website and Social Media: The team working on Liberty Hope Foundation's campaign will create a comprehensive website that outlines the project's goals, benefits, and progress. Regular updates and announcements will be shared on social media platforms to engage supporters and promote the campaign. “ Facebook and Instagram are effective because they target people at their most motivated when it comes to interacting with your brand” (Jones 2020). - Email newsletters : E-mail newsletters will be created and distributed periodically to subscribers, providing updates on campaign progress, fundraising milestones, and participation opportunities. - Public events: The Liberty Hope Foundation will organize launch events, workshops, and community gatherings where individuals can learn more about the project, ask questions, and engage with the campaign team. - Letters and phone calls: Personalized letters and phone calls will be made to potential donors, sponsors, and community leaders to invite them to participate and contribute to 5

6 7-2 LHF: Communication Project the fundraising campaign. “Traditional marketing communication channels to introduce products to consumers unfamiliar with their brand” ( Indeed editorial team.2023 ). - Media partnerships: The Liberty Hope Foundation will establish partnerships with media outlets to provide interviews, feature stories, and opinion pieces highlighting the project's impact and importance. Metrics and Reporting to Track Progress Throughout our campaign, we will implement a combination of qualitative and quantitative metrics in order to track the progress and success of the campaign. As part of our key performance indicators, we will monitor the following: - Number of donations received : Tracking the number of donations received will provide insights into the success of the fundraising effort. - Social media engagement: Monitoring social media followers, likes, shares, and comments will indicate the level of community engagement and support. - Volunteer recruitment: Assessing the number of volunteers recruited and their level of involvement will provide insights into the effectiveness of the recruitment efforts. - Campaign reach: Analyzing media coverage, website traffic, and social media impressions will indicate the campaign's reach and visibility. 6

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7 7-2 LHF: Communication Project - Community engagement: Evaluating attendance at fundraising events, participation in community activities, and feedback from stakeholders will indicate the level of community engagement and support. These metrics will be tracked regularly and reported to the Liberty Hope Foundation's leadership and stakeholders. Regular progress reports “give leaders effective and accurate ways to track information, to gauge team performance and individual contributions, and to ensure that everyone is aware of progress and productivity” (Bourne 2015). Our progress reports will be provided, highlighting key achievements, challenges, and lessons learned. By employing these metrics and reporting mechanisms, the Liberty Hope Foundation will have a clear overview of the progress of the campaign, enabling them to make informed decisions, adjust strategies when needed, and celebrate milestones along the way. Project Timeline A clear timeline is essential for the success of our LHF project. For each step of the project, milestones and deadlines should be included in the timeline. In order to ensure that everyone is on the same page, the plan should be shared and updated regularly. Meetings should be held regularly to review progress and adjust the timeline as necessary. Key Deliverables Deliverable 1: Detailed Timeline of Project Deliverable 2: Detailed Project Budget Deliverable 3: Campaign Kickoff Event Planning 7

8 7-2 LHF: Communication Project Deliverable 4: Media Relations Strategy Deliverable 5: Digital Communication Strategy Deliverable 6: Community Outreach and Engagement Deliverable 7: Campaign Reporting and Tracking Deliverables Milestones and Tasks Deliverable: Detailed Timeline of Project -The entire project has to be completed within 12 months. Deliverable: Detailed Project Budget - Allocate resources according to the project's timeline and budget. Deliverable: Campaign Kickoff Event Planning - Develop a detailed plan for the event, including date, location, speakers, program agenda, and activities. - Identify key messaging and themes for the launch event that align with LHF's mission and vision. - Collaborate with internal stakeholders to secure sponsorships and partnerships for the event. 8

9 7-2 LHF: Communication Project - Create promotional materials, such as invitation cards, banners, and social media content, to promote the event and attract attendees. - Develop a detailed event budget and ensure that it is aligned with the fundraising goals. - Coordinate logistics, such as venue setup, catering, and audio/visual arrangements. Deliverable: Media Relations Strategy - Develop a comprehensive media relations plan, with a focus on securing media coverage for the launch event. - Identify key media outlets and journalists, and craft compelling pitch materials to secure media coverage. - Collaborate with external agencies or consultants for media outreach and support. - Monitor and coordinate responses to media inquiries, ensuring a positive representation of LHF's mission. - Produce press releases, media content, and media advisories to share information about the campaign and launch event. Deliverable: Digital Communication Strategy - Create a digital communication plan that includes social media, email marketing, and website updates. 9

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10 7-2 LHF: Communication Project - Develop engaging content to share updates on the campaign progress, success stories, and milestones. - Implement targeted social media campaigns to increase visibility and engagement among potential donors and supporters. - Utilize email marketing platforms to send regular newsletters and updates about the progress of the campaign and event. - Optimize the LHF website to include a dedicated section for the capital campaign, featuring donation options, campaign progress, and event information. Deliverable: Community Outreach and Engagement - Organize community networking events, workshops, and seminars to raise awareness about LHF's mission and the campaign. - Collaborate with local community organizations, schools, and government agencies to establish partnerships and leverage their networks. - Develop targeted messaging and materials to educate and engage community members, including brochures, flyers, and presentations. - Conduct outreach to potential donors and supporters through phone, email, and personal visits. Deliverable: Campaign Reporting and Tracking 10

11 7-2 LHF: Communication Project - Establish a system for tracking campaign progress and measuring key performance indicators (KPIs). - Regularly update campaign dashboards, financial reports, and reports to share with stakeholders. - Analyze data and insights to identify areas for improvement and make data-driven decisions. - Conduct post-event surveys and feedback sessions to gather insights and lessons learned. - Continuously evaluate and adjust the communication plan based on the evolving needs of the campaign. Project Budget The initial budget of $100,000 is allocated for the below listed project resources. Our budget “will tell stakeholders how much money is needed and when it is needed. Your ability to get people, equipment, and materials when they are needed are dependent on the funding provided as a result of your budget” (Project Budgeting explained n.d.). As money from the LHF capital campaign starts coming in, there is potential to add funds to the project, depending on the progress and success of the initiative. Project Resources and Estimated Costs  Public Relations Agency (PR Agency): $40,000 11

12 7-2 LHF: Communication Project - Develop a strategic communication plan - Conduct media outreach and interviews - Organize and coordinate launch event  Marketing Campaign: $20,000 - Develop and design promotional materials - Create and distribute targeted emails and social media content - Set up and manage online donation platform  Event Planning: $10,000 - Venue rental and setup - Catering and decorations - Entertainment and speakers - Marketing and promotion  Website Development: $10,000 - Create a user-friendly website with information about the project and donation options - Integrate online donation platform - Update and maintain website 12

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13 7-2 LHF: Communication Project  Printing and Distribution: $10,000 - Print brochures, posters, and other materials - Distribute marketing materials to donors, community members, and potential partners - Place advertisements in local newspapers and websites  Staff Expenses: $10,000 - Salaries and benefits for communication team members - Travel and conference expenses for community outreach Unexpected Expenses During the LHF capital campaign and launch event, there may be unforeseen expenses that arise. To cover these costs, the organization will rely on its current budget's contingency fund. This fund serves as a safety net to mitigate any unexpected financial challenges that may arise. Some of the unexpected expenses might be:  Unforeseen Design Changes: As the project progresses, there may be instances where the design or layout requires modifications. This could be due to external environmental factors, such as changes in regulations or accessibility requirements. To adapt to these changes, the LHF will have a team of experienced professionals who can identify and prioritize design modifications. We will also work with contractors to incorporate any necessary adjustments to the project scope, ensuring that the overall vision is maintained. 13

14 7-2 LHF: Communication Project  Legal and Licensing Fees: Operating a medical facility and community center requires compliance with various legal and licensing requirements. These fees can include permits, inspections, and licenses, which may not be included in the initial project budget. To address these legal and licensing fees, LHF will allocate a portion of the contingency fund to cover these costs. By proactively setting aside funds for this purpose, the organization can ensure the necessary legal requirements are met without disrupting the overall project timeline.  Equipment Maintenance and Replacement: To ensure the smooth operation of the medical facility and community center, it is crucial to maintain the equipment and ensure its longevity. However, unexpected breakdowns or equipment failures may arise, requiring immediate repair or replacement. To cover these potential equipment-related expenses, LHF will allocate a portion of the contingency fund specifically for this purpose. This will ensure that the necessary equipment is available when needed, minimizing disruptions to the services and support provided to young adults with disabilities. Management Strategy Project Team Management: In order to effectively track the progress of our LHF's campaign to build a new medical facility and community center, it is essential we establish a robust system to track project progress and any potential challenges faced managing a team of people who do not report directly to us. To track progress we would first step towards successful 14

15 7-2 LHF: Communication Project project tracking is to establish clear and measurable goals and objectives. These goals should be specific, achievable, relevant, and time-bound (SMART). “SMART goals keep everyone focused and on the same page” (Lamachenka 2016). By defining clear objectives, we can track progress and ensure that everyone is working towards the same desired outcome. Regular team meetings will be held to discuss progress, challenges, and any updates related to the project. These meetings will provide an opportunity for team members to share their insights and ideas, fostering collaboration and open communication. Collaboration and accountability are essential for project success. The LHF should foster a culture of collaboration by encouraging knowledge sharing, teamwork, and open communication. Additionally, team members should be accountable for their actions and deliverables. By setting clear expectations and promoting accountability, we can ensure that everyone is accountable for their tasks and that the project progresses smoothly. To effectively manage a team of people who do not directly report to me, the LHF should establish a reporting structure. This structure should clearly define the roles and responsibilities of each team member, including the project manager. The project manager should be responsible for coordinating efforts, monitoring progress, and ensuring that all team members are working towards the same goals. While managing a team of people who do not directly report to me presents certain challenges, the LHF can overcome these obstacles by implementing effective strategies. Some potential challenges that may arise include: - Lack of direct control: The lack of direct control over team members' actions may make it difficult to monitor progress and ensure that everyone is meeting their obligations. 15

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16 7-2 LHF: Communication Project - Time constraints : Managing multiple projects and team members simultaneously may present time constraints that may hinder effective progress tracking. - Resource constraints: Limited resources and budget constraints may impact the project's ability to meet deadlines and achieve its goals. While my team does not directly report to me, it is crucial that I have a clear understanding of how to handle these challenges effectively. I believe that my management style can help facilitate successful problem-solving. I will lead by example, demonstrating resilience and adaptability in the face of challenges. By being open to feedback and willing to adjust our approach as needed, we can overcome any obstacles that may arise. It is crucial to recognize that my style of communication may not always be the most effective in certain types of situations. For example, when faced with complex issues that require technical or specialized knowledge, I may lean towards relying on the expertise of my team's members. In such cases, I will delegate responsibilities and seek their input and guidance. Project Stakeholder Management: “Project managers need to involve stakeholders in project conversations, keep important individuals engaged, and use the correct tools to enable effective communication” (Jarrad 2019). In order to effectively engage and involve both internal stakeholders and external partners, the Leadership for Health Foundation (LHF) will implement a robust communication strategy to ensure transparency and regular updates regarding the campaign for the LHF medical facility and community center. This strategy will involve regular reporting methods, timing of updates, and any red flags that may trigger unplanned updates. 16

17 7-2 LHF: Communication Project To ensure transparency and engage internal stakeholders, the LHF will regularly brief team members directly involved in the project. These updates will include key milestones achieved, challenges encountered, and any changes or adjustments made to the project plan. These reports will be shared through internal communication platforms, such as email distribution lists and team meetings. External stakeholders are expected to be informed and supported, to do this LHF will publish regular updates on the project's progress on its website and social media platforms. These updates will provide a summary of the project's current status, highlight significant achievements, and share any challenges or roadblocks that the team is facing. The frequency and timing of these reports will be determined based on the project's progress and the needs of the stakeholders. Our plan to keep stakeholders informed and engaged, LHF will identify any red flags that may trigger unplanned updates. These red flags may include any significant changes or challenges in the project timeline, budget constraints, or any legal or regulatory requirements that may impact the project. We must “escalate awareness of project issues to higher-level stakeholders within an organization” (Good 2023). In such case, the LHF will make prompt and effective communication efforts to address the stakeholders' concerns and provide necessary updates. It is imperative that we effectively manage the performance of my project team members. To achieve this, we will implement a performance management system that involves regular check-ins, feedback sessions, and goal setting. This system will foster clear communication and collaboration, ensuring that everyone is on the same page and working towards the same objectives. By ensuring that team members are clear about their responsibilities and have access 17

18 7-2 LHF: Communication Project to support and resources, we will help foster a culture of accountability and teamwork. This, in turn, will contribute to the satisfaction of all stakeholders, including the project sponsors, clients, and team members themselves. I believe that this plan will contribute to your overall leadership of the project and its stakeholders. This plan will help to identify potential risks and potential opportunities, and it will provide a clear roadmap for success. It will also help to ensure that the project is completed on time and within budget. Additionally, it will ensure that all stakeholders are kept informed and that their needs are met. The Risk- and Issue-Management Process is a vital component in the successful completion of any project. We need to effectively “identify and categorize project risks based on their severity and likelihood of happening. That way you can prioritize issues and nip risk in the bud before it wrecks your project success” (LaPrad 2018). The first step in the process is to identify potential risks. Some examples of the potential risks might be:  Lack of public awareness  Negative Publicity  Lack of awareness regarding the launch even After identifying the risks, the development team should assess their likelihood and impact on the project. This assessment will help prioritize the risks associated with the project and develop appropriate strategies to address them. The assessment may include analyzing the risk's 18

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19 7-2 LHF: Communication Project potential severity, impact, and likelihood of occurrence. Below are an example of how we would assess the previously mentioned risks.  Lack of public awareness: this risk may arise due to inadequate marketing strategies, limited media coverage, or inadequate community outreach. The impact of this risk on the project can be significant, as it may result in low attendance at the launch event, limited financial support, and difficulty in reaching the target audience.  Negative Publicity: This can occur through negative media coverage, inaccurate information spread by individuals or groups, or negative comments on social media. The impact of this risk on the project can be significant, as it can damage the organization's reputation, deter potential supporters, and hinder fundraising efforts.  Lack of awareness regarding the launch event: Without proper promotion and outreach, there is a risk that potential donors and supporters may be unaware of the significant need and impact our project will have. Without proper promotion and outreach, our project will not be able to reach its potential and the needed funds and resources will not be generated. Based on the risk assessment, the development team will implement mitigation strategies for each identified risk. These strategies may include implementing risk controls, such as policies and procedures, training team members, or enhancing communication and collaboration. The team should ensure that the mitigation strategies are comprehensive and executed effectively to minimize the impact of the risks on the project. For the examples we have listed before, we will implement the following mitigation strategies: 19

20 7-2 LHF: Communication Project  Lack of public awareness: conduct thorough market research and competitor analysis to identify the target demographics and communication channels that will be most effective. We will leverage social media platforms, traditional media channels, and strategic partnerships to increase brand awareness and reach potential LHF donors and supporters.  Negative Publicity: closely monitor online feedback, media coverage, and social media mentions related to the project to manage this risk. I will promptly address any negative or misleading information by providing accurate information, engaging in constructive conversations, and reaching out to relevant media outlets to correct any inaccuracies.  Lack of awareness regarding the launch event: employ a comprehensive communication strategy, which includes targeted advertising, media relations, and social media engagement. By leveraging various communication channels, we can reach a wider audience. Throughout the project, it is essential for the development team to monitor the risks and issues identified. Regular checks should be conducted to assess the effectiveness of the implemented mitigation strategies. Any changes or updates in the project environment should be promptly communicated to the team, allowing for timely adjustments in the risk management process. Regular reports should be generated to communicate the status of the project's risks, issues, and mitigation strategies to relevant stakeholders. Conclusion 20

21 7-2 LHF: Communication Project This campaign presents a unique opportunity for individuals and organizations to positively impact the lives of individuals with disabilities. Throughout this campaign, people will be encouraged to donate to the LHF, so that young adults can access the necessary resources and support on their journey to independence and adulthood. By working as a team on the LHF's campaign, we are not only investing in the future of these young adults but also in promoting inclusivity and acceptance. We can make this campaign for the construction of a new medical facility and community center successful together. References Bourne, Lynda. Making Projects Work : Effective Stakeholder and Communication Management , Auerbach Publishers, Incorporated, 2015. ProQuest Ebook Central , http://ebookcentral.proquest.com/lib/snhu-ebooks/detail.action?docID=1816358. Created from snhu-ebooks on 2024-02-25 16:20:20. 21

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22 7-2 LHF: Communication Project Good, L. (2023, May 10). Escalation process in Project Management Guide . Project Management. https://project-management.com/a-guide-to-escalation-in-project- management/ Harrin, E. (2023, September 7). 3 types of Essential Resources for Your Project . PM Tips. https://pmtips.net/article/3-types-of-essential-resources-for-your-project Indeed editorial team. (2023, March 10). Marketing communication channels: Strategies and examples | indeed.com . Indeed. https://www.indeed.com/career-advice/career- development/communication-channels-marketing Jarrad, G. (2019, March 15). How to communicate risk to project stakeholders . Safran. https://www.safran.com/blog/how-to-communicate-risk-to-project-stakeholders Jones, J. (2020, February 11). The 6 marketing channels you should prioritize in 2023 . Disruptive Advertising. https://disruptiveadvertising.com/marketing/marketing-channels/ LaPrad, L. (2018). Project Management Reporting Types & Tips: Teamgantt . RSS. https://www.teamgantt.com/blog/project-management-reporting-types-and-tips Lamachenka, A. (2016, May 31). 10 smart goal setting best practices for Project Planning . Capterra. https://www.capterra.com/resources/10-smart-goal-setting-best-practices-for- project-planning/ Lammers, E. (2020, April 28). Who is a stakeholder? the difference between stakeholders and audiences . Standing Partnership. https://standingpartnership.com/stakeholder-difference- stakeholders-audiences/ 22

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23 7-2 LHF: Communication Project Law, T. J. (2022, July 22). How to define your target market and target audience in 2022 . Oberlo. https://www.oberlo.com/blog/target-audience Project Budgeting explained . Project Management Skills. (n.d.). https://www.project- management-skills.com/project-budgeting.html Talbert, M. (2022, October 18). Stay on time (and on track) with Project Schedules [2022] . Asana. https://asana.com/resources/project-timeline-schedules 23

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COM 413 7.2 LHF Comunication Plan--UP

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