GIVE

KIDS THE WORLD

A World of Yes Campaign

Davina Dhani | Account Manager
Makeda Farrell | Research and Media
Peri Chajet | Copywriter
Meghan Fisher | Art Director
Leyanis Martinez | Public Relations

Research

Primary Research
Facebook Survey:

Knowledge about Give Kids the World

23%

47%

Didn't know
Knows about it

30%

Didn't know unWl moved to Cen.

Fla area

Secondary Research

Why Florida?
1Top 10 states to have the most wishes granted
o A total of 332 wishes out of 7,474 in year 2014
2
In 2014, the population of Florida was close to 20 million
3Approx. 5-6 million are ages 28-45

1
Demographics. (n.d.). Retrieved February 18, 2016, from o

Florida QuickFacts from the US Census Bureau. (n.d.). Retrieved February 18, 2016, from

http://quickfacts.census.gov/qfd/states/12000.html

Demographic Statistics. (n.d.). Retrieved February 18, 2016, from

http://www.infoplease.com/us/census/data/florida/demographic.html

Giving=Happiness
4According to a study by Michael Norton of Harvard Business School and two colleagues
from the University of British Columbia, the amount of money people earn has less
influence on their happiness than how they spend it, and those who spend at least some
of their money on others are happier than those who do not.
5

People with children tend to give more

The more children you have, the more you are likely to give.
People with one child vs. two or more = a difference of 200+ dollars
What mediums/channels work best with nonprofit organizations?
In 2015, nonprofit organizations intend to increase their appeal to donors via both
direct mail and email. These increases may be taking place because economy has finally
improved to the point where consumers and businesses feel more confident in their
ability to give.
31% of nonprofits send out an average of 2 direct mail campaigns annually.
45% send out monthly email appeals.
7Online giving continues to increase. Currently, online giving accounts for 6.4% of the
total.

4
Holland, K. (2014, December 04). Want charitable kids? It'll take more than giving. Retrieved

February 18, 2016, from http://www.cnbc.com/2014/12/04/charity-really-does-begin-at-homeheres-why.html

Mesch, D., Ottoni-Wilhelm, M., Osili, U., Han, X., & Pactor, A. (n.d.). How do sons and

daughters affect parent's charitable giving? Retrieved February 18, 2016, from
https://scholarworks.iupui.edu/bitstream/handle/1805/7425/womengive15.pdf?sequence=1

2015 Nonprofit Communications Trends Report. (n.d.). Retrieved February 18, 2016, from

http://www.nonprofitmarketingguide.com/freemembers/2015NonprofitCommunicationsTrends.p
df

Charitable Giving Statistics. (n.d.). Retrieved February 18, 2016, from

http://www.nptrust.org/philanthropic-resources/charitable-giving-statistics

Surveyed consumers say they prefer to learn about their favorite charity through

websites (28%)
email (18%)
Facebook (13%)

Engagement
30%
25%
20%
15%

Engagement

10%
5%
0%
Facebook

Websites

Email

Direct mail is particularly effective for non-profits with 21% of consumers saying this is
how they respond to pitches for donations.
Mass media, such as radio, TV and print, prompt 12% to give with men (14%) slightly
more likely than women (10%) to be influenced by these pitches.9

What time of year do people give more?

10Consumers generally increase their giving to nonprofit organizations steadily during
the year with the largest giving occurring during the last quarter (Oct-Dec).

8
Press Releases. (n.d.). Retrieved February 18, 2016, from

http://www.charitydynamics.com/press_releases/charity-dynamics-and-nten-conduct-nonprofitdonor-engagement-research-gather-benchmark-data-on-individual-engagement-trends/

YouGov Giving Report 2013. (2013, December 12). Retrieved February 18, 2016, from

https://today.yougov.com/news/2013/12/12/yougov-giving-2013-report/

11

Goals of nonprofit organizations

The goals for nonprofit communications in 2015 include:
Engaging the community 57%
Brand awareness 51%
Acquiring new donors 50%
58%
56%
54%
52%

Goals

50%
48%
46%
Engaging the
community

Brand awareness

Acquiring new
donors

10
2015 DMA Nonprofit Marketing Facts, Stats & Trends. (2015, May 05). Retrieved February

18, 2016, from http://eleventygroup.com/site/2015/05/05/dma-nonprofit-marketing-trends/

11

2015 Nonprofit Communications Trends Report. (n.d.). Retrieved February 18, 2016, from

http://www.nonprofitmarketingguide.com/freemembers/2015NonprofitCommunicationsTrends.p
df

12

Nonprofit organizations say the following communications channels are most important:

PR
In-person events
Print
CommunicaWon Channels

Social Media

0.1

0.2

0.3

0.4

0.5

0.6

0.7

12
2015 Nonprofit Communications Trends Report. (n.d.). Retrieved February 18, 2016, from

http://www.nonprofitmarketingguide.com/freemembers/2015NonprofitCommunicationsTrends.p
df

References
2015 DMA Nonprofit Marketing Facts, Stats & Trends. (2015, May 05). Retrieved February 18,

2016, from http://eleventygroup.com/site/2015/05/05/dma-nonprofit-marketing-

trends/
2015 Nonprofit Communications Trends Report. (n.d.). Retrieved February 18, 2016, from

http://www.nonprofitmarketingguide.com/freemembers/2015NonprofitCommunicatio

nsT

rends.pdf

Charitable Giving Statistics. (n.d.). Retrieved February 18, 2016, from

http://www.nptrust.org/philanthropic-resources/charitable-giving-statistics
Demographic Statistics. (n.d.). Retrieved February 18, 2016, from
http://www.infoplease.com/us/census/data/florida/demographic.html
Demographics. (n.d.). Retrieved February 18, 2016, from

http://www.gktw.org/pdf/demographics.pdf

Florida QuickFacts from the US Census Bureau. (n.d.). Retrieved February 18, 2016, from

http://quickfacts.census.gov/qfd/states/12000.html

Holland, K. (2014, December 04). Want charitable kids? It'll take more than giving. Retrieved

February 18, 2016, from http://www.cnbc.com/2014/12/04/charity-really-does-begin-

at-

home-heres-why.html

Mesch, D., Ottoni-Wilhelm, M., Osili, U., Han, X., & Pactor, A. (n.d.). How do sons and

daughters affect parent's charitable giving? Retrieved February 18, 2016, from

https://scholarworks.iupui.edu/bitstream/handle/1805/7425/womengive15.pdf?seque

nce=

Press Releases. (n.d.). Retrieved February 18, 2016, from

http://www.charitydynamics.com/press_releases/charity-dynamics-and-nten-conduct-

nonprofit-donor-engagement-research-gather-benchmark-data-on-individual-

engagement-trends/

YouGov Giving Report 2013. (2013, December 12). Retrieved February 18, 2016, from
https://today.yougov.com/news/2013/12/12/yougov-giving-2013-report/

Objective and Strategy

Campaign Overview:
Company Background: Give Kids the World is a non-profit organization that was founded by
Henri Landwirth in 1986. The organization specializes in giving severely-ill children and their
families the opportunity to enjoy a free weeklong vacation at a luxury resort located in Central
Florida.

Campaign Objectives:
To raise awareness about Give Kids the World by 10 percent among adults between the
ages of 28 to 45.
To encourage a 25 to 30 percent increase in donations and charitable giving.

Campaign Strategy:
A pre-campaign survey will be distributed among the target audience.
The campaign will be conducted over the course of twelve months from July 2016 to
June 2017.
It will target upper middle class parents between the ages of 28 to 45 with an income of
approximately $75,000+ within the state of Florida.
It will incorporate direct mail, newspaper ads, local magazine ads, TV, social media and
official press releases.
Greater amounts of promotional media will be released throughout the months of
October, November and December
At the end of June 2016, a post-campaign survey will be distributed among the target
audience.

Campaign Concept:
A World of Yes: Help Create A World Where Yes Is Possible.
The campaign will encourage the target audience to help Give Kids the World create an
environment where children are not restrained by their illness or the standard norms and
traditional rules of everyday life. The concept behind the A World of Yes campaign is that
children who come to Give Kids the World are able to do activities and have experiences that
they may not be able to have in their typical day to day lives.

Creative Brief

Promotional mediums will target young to middle age parents who desire to give back to their
community in tangible concrete and encourage them to get involved with Give Kids the World.
A series of lighthearted engaging messages that shows them how Give Kids the World will give
children unique experiences will convince them.

Advertising Plan

Key Fact: According to a study by Michael Norton of Harvard Business School and two
colleagues from the University of British Columbia, the amount of money people earn has less
influence on their happiness in comparison to how they spend it, and those who spend at least
some of their money on others are happier than those who do not.

Advertising Problem: Many parents throughout the state of Florida are unaware that Give Kids
the World exists and that it provides children with once in a lifetime experiences.

Creative Objective: To depict realistic situations where the target audience will be able see
what Give Kids the World provides children with unique opportunities to have fun.

Target Consumer: Floridian Parents of young children between the ages of 28-45 who have a
combined income of at least $75,000. Talk about trends?

Competition:
Direct: other prestigious non-profit organizations that are child-oriented in the Orlando
area.
Indirect: ignorance, association with Make-A-Wish, financial limitations, other non-profit
organizations such as Red Cross, Boys and Girls Club, Habitat for Humanity etc.

Key consumer benefit: Parent donors will see and be assured that they are helping create
special experiences and making tangible differences in the lives of severely-ill children.

Tone Statement: Inclusive, warm, whimsical

Support: In recent Facebook survey, approximately 70 percent of participants were not aware
that Give Kids the World existed as a non-profit organization.

Mandatories and Limitations: Logo, slogan. No target younger than 28.

Target Audience

Media Plan
Direct Mail: Direct mail is a very targeted medium. We can control exactly who gets it, down to
the age, income, region, etc. The format is flexible and can be tailored to our audience. Based
on our research, direct mail is a key medium for charities and effective for giving purposes. Our
direct mail will consist of a postcard directing them to the website to raise awareness and find
out more about Give Kids the World.

Newspaper Ads: Newspapers cater to higher income audiences and has a far reach. They are
considered one of the more credible mediums and our target audience will be reading
newspapers daily. It is not as targeted as direct mail, but can be placed in specific sections to
reach our audience. Our newspaper ad will be a smaller version of our magazine ad.

Local Magazine Ads: Magazine ads are very visual and take a huge portion of magazine. We
want to target local magazines for each city in Florida (the magazines that you can find in
doctors and dentist's offices). This will be a great place to advertise to reach parents who are
the audience for these magazines.

Email Marketing: Through research we determined that email marketing is a huge part of
charitable giving. It is an easy way to reach people who are on their phone, keep our audience
informed, and is one of the ways people prefer to hear about a charity. Online giving is starting
to increase for charities and email marketing will help to drive that portion of the proceeds.

TV: TV is said to be one of the most effective advertising mediums. Our campaign is very visual
and TV will bring to life the campaign. It allows us to showcase the children that a family could
potentially be helping. TV is a medium that reaches the target audience and more. Stations we
would include would be news, daily talk shows (for moms), and some prime nightly
programming.

Radio: For our project, we determined that radios reach was too broad. Since our campaign is
very visual, we preferred to go with mediums that better presented our concept visually.
People can easily tune out radio ads, whereas visual ones can quickly capture their attention.

Outdoor: We believe that the outdoor medium is to enhance brand awareness for larger
companies. Give Kids the World is still in the process of building their brand. We feel that
outdoor isnt specific enough for our target audience and the other mediums did a better job of
relaying our message.

Email Campaign
(Driver Medium)

Magazine Ad

Magazine Ad

Newspaper Ads

Newspaper Copy
(To be altered depending on photo)

For a child with a life threatening illness, NO is the m ost

common answer in their life. No you can't do this, no
you can't do that. But at Give Kids the World, we're
through with the word no. Whatever the question may
be, we strive to create a world of YES for children and
their families. So yes, go right ahead and eat your ice
cream. We know it's only 8am.


Copy to sub out for each ad:
1. So yes, go right ahead and eat your ice cream.
We know it's only 8am.
2. So yes, go right ahead and take a dip in the
pool. Your wheelchair will fit right in!
3. So yes, go right ahead and unwrap your
present on a random Thursday in March. We
don't need December to have Christmas!

Direct Mail

Public Relations
Press Release:
A press release would be made for the fall
and summer events that we are hosting. Other press releases would be made to bring
awareness of the campaign and showcase the Give Kids the World village.

Events:
One event will be hosted in the fall season
and the other in the summer. The events would take place in major cities in Florida for each of
the two seasons.

Press Release (General)

Press Release (Event)

Social Media
Social Media Strategy: Facebook would be the the medium we use for social media since it is
very visual. Statuses would be posted at least every week throughout the year to bring
awareness and announce the events. A link would be added so the audience can learn more
about the campaign. Promoted statuses would also be utilized to have a larger reach.


Post #1
-A world of YES is only possible with the support of passionate people. Be the one to support a
dream vacation to a loving child.
Learn more: http://www.givekidstheworld.org

Post #2
-A world of YES: help create a world where nothing is impossible no matter your health.
Learn more: http://www.givekidstheworld.org

Post #3
-YES, you can bring your wheelchair in the pool!
Support a world of yes, for those who are constantly told no. Click here to learn more:
http://www.givekidstheworld.org

Post #4
-YES, you can have ice cream for breakfast, lunch and dinner!
Support a world of yes, for those who are constantly told no. Click here to learn more:
http://www.givekidstheworld.org

Post #5
-In a world where these kids are constantly told no, we strive to make their dreams come true.
Click here to learn more: http://www.givekidstheworld.org

Post #6
-Christmas every Thursday? YES!
Support a world of yes, for those who are constantly told no. Click here to learn more:
http://www.givekidstheworld.org

Post #7
-In a world where YES is always possible, what would you do? Comment below with your
answer!

Post #8
-Give Kids The World is hosting a World of Yes event for the whole family! Come support our
fairy tale event, which will include endless ice cream, rides, Disney characters, and so much
more!
Click here to learn more:
http://www.givekidstheworld.org/worldofyesevent

TV Script
A World of Yes: Commercial Script

Audio

Visual

Scene opens to a photo of a family running into the

park. Shots of the affected childs face come into
focus as he looks back at his parents with the
biggest smile on his face; a smile you can tell they
havent seen in a while. People at the park greet
them with packets, souvenirs and smiles.
Employees lead the family into their suite and the
kids jump on the bed while the parents take in the
view overlooking the site.
The family walks in to a giant room filled with
sweets, ice cream and a chocolate fountain. Kids all
around fill bowls of ice cream to the brim. A few
have chocolate on their noses and the parents
laugh. The family is sitting at a table, laughing and
enjoying their ice cream for breakfast.
The scene changes to the child running off to play
with his friend in a wheelchair in the pool. The
parents relax together, chatting and enjoying their
stress free moments. The kids play together in the
pool, splashing and running under the giant
waterfalls.
The final scene shows the children holding the
parents hands as they walk through the park.

Happy, instrumental music fades in.

Narrator: At Give Kids the World, we
make YES possible for children with life
threatening illnesses and their families.
Our village brings hope and happiness
back into lives when it seems like all is
lost.

With your help, we create a place where

eating ice cream for breakfast is a
regular thing, celebrating the holidays
with the ones you love happens every
week and a wheelchair is no longer a
limitation.


Whether you participate in our events,
come volunteer in our village or just
donate money, we invite you to join us
in creating a world where yes is
possible.

Fade out.

TV Story Board

Timeline

Timeline
Month

July August September October November December

Medium
Direct Mail
Television
Newspaper
Magazine
Facebook
Press
Release
Email

Month

January

February

March

Medium
Direct Mail
Television
Newspaper
Magazine
Facebook
Press Release
Email

April

May

June

Evaluation
After the campaign has ended, a post-campaign survey will be distributed in order to
determine whether or not Floridian adults between the ages of 28 to 45 are more aware of
Give Kids the World by ten percent in comparison to the pre-survey results.

Furthermore the website traffic and site visitation generated by email and social media
as well as television ratings will also be measured and analyzed. Lastly the amount of donations
and charitable gifts will be examined to determine whether or not there was a 25 to 30 percent
raise after the campaign has concluded.