Professional Documents
Culture Documents
HIGH SCHOOL
The Generators: Erin Brachman, Elle Gargano, Maddy
Gottlieb, Myles Purdom, Taylor Ratkiewicz, Raleigh Seibel
TABLE OF CONTENTS
Executive Summary.................................................................................................................................1
Overview..............................................................................................................................................24
Target Audience..................................................................................................................................56
Research............................................................................................................................................717
OSR.................................................................................................................................................1819
Creative Brief...................................................................................................................................2022
Tactics..............................................................................................................................................2328
Budget & Rationale .......................................................................................................................2935
Evaluation.......................................................................................................................................3638
References.............................................................................................................................................39
Appendix.........................................................................................................................................4049
EXECUTIVE SUMMARY
The Generators know Cassata Catholic is an excellent school worthy of donations, its about time other people do too.
Cassata Catholic is a reputable high school in the Fort Worth area. This private, Catholic institution is recognized for its abundance of opportunities
given to students in need. Cassata Catholic molds students to be highly driven and motivated to their schoolwork, community and future careers.
In a competitive market, Cassata Catholic seeks to gain an appreciation in the community as well as increasing donations. In order to differentiate itself
from the competition, The Generators will implement a campaign that connects to its target audience. The Generators want Cassata Catholic to breakthrough its ceiling and reach its full potential through targeting males and females ages 30-65 years old living in the Dallas-Fort Worth metroplex.
The Generators used a mix of traditional and non-traditional media including for the Cassata Catholic campaign to ensure the target audience is exposed to Cassata Catholics alternative structure and flexible curriculum. Using carefully crafted print and digital advertisements, as well as social media
marketing, The Generators met the needs and interests of the target audience in order to appeal to their lifestyles.
OVERVIEW
SITUATION ANALYSIS
THE STORY
Cassata Catholic is a private, progressive school located in Fort Worth, TX. Two nuns,
Sister Mary Bonaventure and Sister Mary Fulbright, founded the school in 1975.
Cassata Catholic follows a unique teaching style that offers flexible class schedules
enabling each student to have a personalized education.
THE SITUATION
OUR SOLUTION
At Cassata Catholic, 50 percent of its students are Catholic, while 37 percent are
former high school dropouts (http://www.cassatahs.org). The students come
from various socioeconomic backgrounds, ranging from below the federal
poverty line to upper-middle class. Some students are unable to attend classes
regularly due to pregnancies or diseases, making the schools flexible schedules
appealing and essential to the success of these students. According to Trinette
Robichaux, Principal and President of Cassata Catholic, a portion of the public
views Cassata Catholics non-traditional structure negatively, seeing it only as an
alternative school for criminals or troubled kids.
THE COMPETITION
Serving five different Texas counties, Cassata Catholic faces competition from
its neighboring Catholic high schools, primarily Nolan Catholic High School.
Because Cassata is a non-profit dependent on donations, it struggles to provide
resources and tuition money for its students.
3
SWOT
Personal student success
stories
Nontraditional structure
Flexible scheduling gives
students the opportunity
to work around their
schedules
Program gives students a
second change and guides
students down a path to
success
Strong faculty and staff
that are passionate about
what they do
Small class sizes
Private school
Lack of concrete
information provided to
donors
Lack of funds to continue
the schools daily
operations
Story is not told effectively
which lacks persuading
donors to make
contributions
Faculty positions overlap
Public image as
alternative school
Competition with other
Catholic high schools
in Dallas-Fort Worth
metroplex
Diversity with religious
affiliations (not primarily
Catholic)
Dallas-Fort Worth
community lacks
awareness of the school
Donors questioning
Cassata Catholics level of
religious affiliation
STRENGTHS
OPPORTUNITIES
WEAKNESSES
4
THREATS
TARGET AUDIENCE
TARGET AUDIENCE
This campaign is targeted towards males and females ranging from ages 30-65 years old living in the Dallas-Fort Worth metroplex. The specific target audience
includes potential and current donors and the Catholic community.
RESEARCH
METHODS
Written Survey
Respondents: Cassata Catholic Students
How to reach: Ask Trinette to distribute paper survey to students/staff
Sample Size: 84
Online Survey 1
Respondent: Current Donors
How to reach: Email through Qualtrics, social media
Sample Size: 67
Online Survey 2
Respondent: Potential Donors
How to reach: Email through Qualtrics, social media
Sample Size: 284
Interview
Respondent: Marketing professional at Chaminade College Preparatory
How to reach: Phone
Sample Size: 1
WRITTEN SURVEY
Sample Size: 84
Research Objectives
Find out how the students at Cassata Catholic feel
toward attending the school
Uncover stories of students at Cassata Catholic
that might persuade or influence a donor to
contribute money
Research Questions
What is the brand personality the students
associate with Cassata Catholic?
What are the emotions that students identify with
Cassata Catholic?
*Refer to Appendix
9
The Nurturer
Motto: Love your neighbor as yourself
Goal: To help others
Strategy: Does things for others, servant, focuses on others not self
Symbols: The Saint, The Parent, The Helper, The Supporter, The Advocate
The students describe Cassata Catholic as a helpful, caring and supportive environment, made by
the teachers and administration. The Nurturer brands main concern is taking care of others and
being an advocate for those who need support.
The talents of The Nurturer brand are compassion and generosity, which aligns with the
adjectives that Cassata Catholic students used to describe the teachers and staff. Students
described positive feelings about the mentoring program and other activities that bond the
students to the school. Seventy-two percent of students reported there was a strong school spirit,
a trait that can be attributed to the environment of acceptance the faculty creates for its students.
When asked about Cassata Catholics mascot, Principal Trinette Robichaux expressed that if she
could choose, she would select a saint because the school aims not just to create scholars but
saints as well. This nurturing environment lets students know they are cared about as people not
just as students.
The Nurturer brand personality can be seen as an asset to Cassata Catholic, as non-profit and
charitable causes often gain a competitive advantage.
10
The Explorer
Motto: Dont fence me in
Goal: To experience a better, more authentic, more fulfilling life
Strategy: Journey, seeks out and experiences new things, escapes boredom
Symbols: The Trailblazer, The Pioneer, The Adventurer, The Individualist
The Explorer sub-archetype effectively describes the student population of Cassata Catholic.
Students come from various experiences that make them unique and different. Where other
schools might encourage students to conform and learn in the same way, Cassata Catholic
embraces its students differences, making them an asset rather than a problem. Seventy
one percent of students reported that flexible schedules and small class sizes are the most
important aspects of their experience at Cassata Catholic. This data speaks to the Explorers
appreciation and need for independence and self-knowledge. It also speaks to Cassata Catholics pioneering nature and expanded learning possibilities in and
outside of the classroom.
The Takeaway: Previously, Principal Trinette Robichaux mentioned some individuals in the community negatively view Cassata Catholic because they see it as
an alternative school. However, The Generators believe theyll be able to reverse this perception through the tactics they have created, which speak to Cassata
Catholics Explorer brand personality have created, Cassata Catholic will be
Many students reported that they would not be in school without the help of Cassata Catholic and in general that their life condition would be significantly
different. One student expressed through the survey that she would probably be struggling with my classes and Id still be hopeless. Cassata believed in me
when I didnt believe in myself.
ONLINE SURVEY
Current Donor Survey:
Sample Size: 67
Research Objectives
To gain understanding of donors perceptions of Cassata
Catholic
To further understand the factors that motivate people to
donate
Research Questions
Why do individuals in the Fort Worth metroplex donate to
Catholic High Schools (specifically Cassata Catholic)?
What are the key factors that motivate individuals to
donate to specific causes?
What connection, if any, do donors feel to Cassata
Catholic?
*Refer to Appendix
12
When asked what words they associate with Cassata, the top responses were unique, life changing,
innovative, effective and caring. From this, The Generators conclude that current donors have a
positive perception of Cassata Catholic and see the school as a nurturing place where students lives
are transformed.
Preferred Channels
Email:83 percent prefer to receive updates about Cassata Catholic through email
Facebook: Social media channels, particularly Facebook, are informational and easy to access
Online Submission: 56 percent of respondents ranked online submission as the most convenient way
to donate.
13
Motivation
According to respondents, 31 percent of Cassata Catholics current donors, reported that they donate because they feel a sense of community.
In addition, 100 percent of donors reported that they donate to Cassata Catholic because of other reasons, such as, they believe in the
organization and its principles, they feel it is a good cause and that it helps future generations. This information tells The Generators that a
good starting point with donors is to emphasize Cassata Catholics values and mission which are at its essence. The Generators research also
found that the schools Catholic affiliation had very little impact on 67 percent of Cassata Catholics current donors while 27 percent reported
that it was very impactful. Knowing this, The Generators see a divided target audience in the area of religion. Therefore, Cassata Catholic
should be aware of this split during its communications.
Through research, it was found that individuals donate to Cassata Catholic for a few main reasons:
Connection
When asked how respondents became a donor, the majority answered that they were personally connected to the school. Eighty-one percent of respondents said they have a firsthand
experience with Cassata Catholic and this influenced them to donate. Specifically, this included individuals who were alumni or had family members who worked at Cassata Catholic. It also
included those who were impressed with the school after learning about Cassata Catholic through outside organizations, such as volunteer programs. One respondent went so far to vocalize
that they were able to see the direct impact of their donations come to life because It is published and visible when you visit the school. This appears to be a common theme for Cassata
Catholics donors, as 88 percent of respondents shared that they know the impact their donations have on the life of students.
Religious Affiliation
Of the current donors, 48 percent identify themselves as Catholic. The next highest religious affiliation is Protestant being 17 percent. While the majority of the sample size falls into these
two categories, close to a third of respondents identified their religion as other (15 percent) or stated that they have no religious preference (15 percent).
While many respondents expressed that they are willing to donate because of religious ties, 88 percent of respondents were motivated to donate when they felt that their donations are
making an impact on the community. While 75 percent of respondents shared that they were aware of other Catholic affiliated high schools in the Dallas-Fort Worth metroplex, namely
Nolan Catholic High School, 56 percent said that they choose to donate to Cassata Catholic because it gives them a sense of community. Other donors expressed through the survey that
they give to Cassata Catholic, because its a good cause, to help those in need, and to help the future generation. From this, The Generators conclude that when giving back, donors are
likely to make a contribution when it gives them a sense of belonging and helps people in need.
14
*Refer to Appendix
15
According to respondents, a majority of potential donors, 57.4 percent, reported that they had donated in the past based on a personal connection he or she had to the organization or
cause. Research also found that 86 percent of potential donors tend to donate towards non-profit organizations, 55 percent donate to schools, 54 percent to religious organizations and
28 percent to hospitals. Overall, every potential donor who answered the survey had donated to some form of organization or cause in the past. The highest percentage of respondents, 44
percent, reported they would be more willing to donate to an organization through fundraisers, while fewer responded that they felt personal meetings, mail, parties/events or auctions
were the best environments for donation. When evaluating how frequently survey respondents tend to donate, research found 46 percent of potential donors donate two to six times per
year, whereas 21 percent donate two or more times per month. Lastly, the majority of respondents, 30 percent, answered that they tend to donate $100 to $499 to the specific organization
or cause that they choose. After analyzing the surveys data, the Generators discovered the target audiences motivation to donate and were able to create a campaign tailored to that.
31%
45%
46%
91%
Preferred Channels
Potential donors shared that they prefer these various social media channels to
receive general information regarding the organizations they follow. However,
for more specific updates on the organization and changes that are being made,
they prefer email. Overall, the strong use of social media and email correlates with
potential donor preferences to donate online, with 52 percent of respondents
claiming that online submission is the easiest way to donate.
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INTERVIEW
Sample Size: 1
Research Objectives: The main objective of this exploratory research was to
Suggested that for smaller brands social media should be used frequently.
Great opportunity for storytelling: Humans of New York example gives insight into the powerful stories of Cassata Catholic.
Creating Awareness
Suggested that social media be utilized because it is inexpensive, effective and reaches a widespread audience.
Collateral material needs to be cohesive: Brochures, website, video, etc. need to have a common theme that people identify with Cassata Catholic.
Hosting events can be beneficial but the cost cannot outweigh the benefit. Events can be expensive to host so waiting until the brand awareness has been
established before hosting any type of event is a good idea.
*Refer to Appendix
17
OBJECTIVES,STRATEGIES,
RATIONALE
OSR
Campaign Objective
To increase long-term donor relations and awareness of Cassata Catholic among our target audience.
Advertising and PR
Objectives
Increase monetary donations by 35
percent in 2017
To form an emotional bond between
our target audience and Cassata
Catholic
Campaign
Strategy
Reach members of our target
audience through use of a
diversified media mix
Rationale
Advertising and PR
Strategies
Integration of a social media
campaign
Ad space in event programs and
newspapers
Online banner advertisements
In this media plan, The Generators decided to allocate the majority of this budget to traditional media in order to reach the
largest audience. The use of non-traditional media is not slim, however, as the $700 spent in that category will have a large
impact. The remaining money is reserved for the contingency budget or safety net.
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CREATIVE BRIEF
CREATIVE BRIEF
01 02 03
ADVERTISING
GOALS
THE GENERATORS
GOALS
TARGET
AUDIENCE
21
04
CURRENT
PERCEPTION
05 06
RESEARCH
IMPLEMENTATION
22
TACTICS
OVERALL OBJECTIVES
The Generators campaign seeks to establish and strengthen relationships between Cassata Catholic High School and its current and potential
donors. Based on research findings, The Generators have implemented a social media campaign utilizing Instagram and Facebook tailored
to target audience preferences. In addition to social media, The Generators developed a series of advertisements to reach target audience
members. These advertisements include a banner ad in TCU 360, a newspaper ad in the Fort Worth Star Telegram and playbill ads in the Fort
Worth Symphony Orchestra and the Broadway at the Bass. These advertising tactics will increase awareness of Cassata Catholic and will develop
a stronger relationship between the school and the community. In establishing a greater brand presence and a connections with donors, this will
lead to an increase in monetary donations.
Generate
Awareness.
Strengthen
Relationships.
24
Facebook
Cassata Catholics current Facebook page is used to communicate
upcoming events and to post internal updates within the school
community. The Generators believe that by establishing a deeper
connection and building rapport, donors will be able to gain a
further understanding of the impact that Cassata Catholic makes on
its students.
Engage
ment
s
e
r
u
Pict
Conn
e
ction
s
e
t
uo
25
Instagram
Although Cassata Catholic currently holds an Instagram account, it has failed to reach its full potential by gaining
exposure and engagement within the Dallas-Fort Worth metroplex. The Generators believe that with relevant and
interesting content, along with the success of the Students of Cassata Catholic High School Facebook page, followers
will be led to the Cassata Catholics Instagram page. Through a transformation in both content and visuals of the current
Instagram account, the new account will gain a following and be used as a form of engagement with the community of
donors. The new account will consistently update followers on everyday activities, the life of the school and how donor
involvement significantly transforms the lives of students.
26
Banner Advertisement
The Generators campaign will use social media accounts in order to gain more exposure, give the audience a deeper look into the school
and drive individuals to the website. Banner advertisements aid in raising brand awareness, recognition and establishing a presence in the
minds of target audience members. The Generators have produced a 728 x 90 pixels banner advertisement on the TCU 360 website in order
to reach the Texas Christian University alumni community. The banner advertisement is visually appealing and will entice individuals to click
on it to learn more about Cassata Catholic. In turn, this acquisition could lead to a potential donation.
27
28
BUDGET
BUDGET
THE BASICS
Traditional Media - $3,795 (75 percent)
Non-Traditional Media - $700 (15 percent)
Contingency - $415 (10 percent)
MEDIA OBJECTIVES
To make an impression on over 700,000 potential donors
To implement a media mix consisting of traditional and non-traditional media that will make an impact on the audience
30
Category 2 Consists of the March, April, May and June months. Through placements in the Fort Worth Star-Telegram and TCU 360 online, The
Generators will attract a slightly different audience with an additional 402,900 impressions.
Category 3 Consists of the July, August, September and October months. There will be no advertising (0 percent) during these months amounting
to no additional impressions. Through a phone conversation with Bass Halls Media Director, Mike Eskew, it was discovered that the majority of donorworthy viewers will not be attending shows during this time; therefore, advertising will not be optimal.
31
32
MEDIA BUDGET
Rationale: In this media plan, The Generators decided to allocate the majority of this budget in traditional media in order to reach the most effective audience.
The use of non-traditional media is not slim, however, as the 35 percent spent in that category will have a large impact. The remaining money is reserved
for the contingency budget or safety net. Through analysis of the Bass Hall and Fort Worth Star-Telegram media kits as well as a phone conversation with an
employee of TCU 360, The Generators found that traditional media is more expensive and has a stronger reach; therefore, more of the budgets allocation is
traditional rather than non-traditional.
TRADITIONAL
75%
NON-TRADITIONAL
35%
CONTINGENCY
10%
33
RETURN ON INVESTMENT
FINAL WORD
TOTAL
IMPRESSIONS
725,000
TOTAL ROI
$5,000
34
What: 15 ads
Time: Spring season
Cost: $1,485
What:1/4 page ad
Time: Entire season
Cost: $2,895
Through doubling the advertising budget to $10,000, including a contingency budget of $625, The Generators will gain 1,042,900 impressions. If 10 percent of
those impressions donate $15 to Cassata Catholic, this optional media plan can help generate upwards of $1,564,350 for Cassata Catholic.
35
EVALUATING THE
CAMPAIGN
Brand Awareness
Attitudes
Donations
37
BRAND
AWARENESS
Research derived from the Current Donor Survey, the Potential Donor Survey and the phone interview with PR Professional,
Patricia Fernandez, from Chaminade College Preparatory emphasized the importance of having a strong social media presence
when creating and increasing awareness of a brand. Social media provides a large platform available to a variety of people at
a low cost, which is ideal for a non-profit like Cassata Catholic. In order to do this, The Generators created a Students of Cassata
Catholic Facebook page as well as a new and improved Instagram account, to tap into Cassata Catholics storytelling potential.
Once the social media outlets are published, The Generators will evaluate where the majority of the social media followers are
located to determine how widespread Cassata Catholics influence has become. The Generators will also look at the different types
of interactions (comments, likes, shares) that followers are having with the social media outlets. The Generators will continuously
engage with followers that are actively participating in the conversation on these platforms by either commenting or sharing
rather than simply liking or reading. The Generators will also place banner advertisements on the TCU 360 website to create
local awareness. In addition, print advertisements will be placed in the Fort Worth Star Telegram and the Fort Worth Symphony/
Broadway at the Bass playbills to increase awareness to the greater Fort Worth area. These impressions will be evaluated based on
total impressions and data such as CTR (click-through-rate).
Telling a personalized story of Cassata Catholics students creates a positive image in the eyes of the target audience. Through The
Generators research, Cassata Catholics brand is personified in the archetypes of The Nurturer and The Explorer. To assess these attitudes,
The Generators will conduct a pre and post-test of our multiple populations: the students, and the current and potential donors. Evaluating
the attitudes of the students after The Generators campaign will speak to whether or not the campaign is encouraging students to form
school pride and identity, which would help Cassata Catholic to brand themselves in the marketplace. In addition, a post-test will be sent to
both current and potential donors to assess whether or not donor attitudes have changed, what that change has been and why.
DONATIONS
ATTITUDES
The end goal of The Generators campaign is to increase the amount of annual monetary donations that Cassata Catholic receives.
With this being said, the amount of money that Cassata Catholic receives through donations after the campaign is implemented
will be a key point to assess the success of the campaign. Analyzing the amount of monetary donations will demonstrate whether
or not the campaign has an influence on the amount of donated dollars. The Generators will also look more closely into who
donated and if these donors are contributing more money after the campaigns end. The Generators will also assess the impact of
the campaign by asking donors what influenced them to donate and if the campaign has any part in that.
38
REFERENCES
Brachman, E. (2016, February 25). [Interview with Marketing Professional: Patricia Fernandez]. Unpublished raw data.
Brachman, E., Andreu, L., Cripouris, S., & Crump, A. (2016, February 22). [Brand Identity Survey for Students]. Unpublished raw data.
Brachman, E., Andreu, L., Cripouris, S., & Crump, A. (2016, February 28). [Current Donor Survey]. Unpublished raw data.
Brachman, E., Seibel, R., Gargano, E., Purdom, M., Gottlieb, M., & Ratkiewicz, T. (2016, February 28). [Potential Donor Survey]. Unpublished raw data.
Eskew, M. (2015/16). Bass Hall Performing Arts Publications [Media Kit]. Fort Worth, Texas.
FW Star-Telegram. (2014). Fort Worth Star-Telegram [Media Kit]. Fort Worth, Texas. Kantar Media SRDS - Fort Worth Star Telegram. (2016). Retrieved February 21, 2016.
N. (2016). Nolan Catholic High School. Retrieved March 10, 2016, from http://www.nolancatholichs.org
N. (2016). Notre Dame Catholic School. Retrieved March 5, 2016, from http://notredamecatholic.org/
OHollaren, K. (2016, March). Donations, Grants & Endowment in the US. Retrieved February 17, 2016.
Ospino, H., & Weitzel-ONeill, P. (2016). Catholic Schools Serving Hispanic Families: Insights from the 2014 National Survey. Journal of Catholic Education, 19.
S. (2016). Sacred Heart Catholic School | Catholic School | Muenster, Texas. Retrieved March 3, 2016, from http://school.shmuenster.com/
Slyke, D. M. Van. Why Do People Give?: New Evidence and Strategies for Nonprofit Managers. The American Review of Public Administration 35.3 (2005): 199-222. SAGEjournals. Web. 9
Feb. 2016.
Mintel. (2015). Aligning charitable giving with donors ideology - 10th July 2015. Retrieved February 9, 2016 from Mintel database.
Mintel. (2012). Attitudes Toward Corporate Social Responsibility - US - September 2012. Retrieved February 9, 2016 from Mintel database.
Mintel. (2014). Cause Marketing - US - November 2014. Retrieved February 9, 2016 from Mintel database.
Mintel. (2015). Hispanic Millennials - US - February 2015. Retrieved February 9, 2016 from Mintel database.
QuickFacts. (n.d.). Retrieved February 08, 2016, from http://www.census.gov/quickfacts/table/PST045215/4827000
QuickFacts. (n.d.). Retrieved February 08, 2016, from http://www.census.gov/quickfacts/table/PST045215/4827000
Tarrant County, Texas (TX) Religion Statistics Profile. (n.d.). Retrieved February 08, 2016, from http://www.city-data.com/county/religion/Tarrant-County-TX.html
Texas Almanac - The Source For All Things Texan Since 1857. (2010). Retrieved February 08, 2016, from http://texasalmanac.com/topics/religion/religious-affiliation-texas
TCU 360. (2016). TCU Student Media Advertising. Retrieved February 21, 2016, from https://advertising.tcu360.com/
39
APPENDIX
Survey for the Students of Cassata Catholic High School
This is a survey for the current students of Cassata Catholic High School. The goal of this survey is to obtain information regarding the students perception and attitudes of Cassata
Catholic High School. The information you give will only be used in relation to this particular survey. Your answers will be kept confidential. By signing your name at the bottom
of this page you are voluntarily participating in this survey. You can at any time withdraw from the survey without any penalties. If in any case you should need a point of contact
please contact Erin Brachman at 818-577-5091.
Thank you for participating in this survey.
Please answer this question.
1.
I am a current student of Cassata Catholic High School.
a. Yes
b. No
If you answered no to this question please no do complete the rest of the survey. If you answered yes please sign your name at the bottom of the page and continue on to the next
page.
X____________________________________________________________
2.
Please describe what motivated you to attend Cassata.
________________________________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________________________________
________________________
3.
What emotions do you feel toward attending Cassata? (Please rank your top 5 emotions, 1 being the strongest feeling.)
__ Joy
__Anger __Happiness __Disgust __Sadness
__Love
__Pity
__Excitement __Hope
4.
Please use one word to describe your reaction when you were first accepted to Cassata.
_____________
5.
Have your feelings changed since you were accepted to Cassata?
a.
Yes, my feelings have changed. Now I feel _____________________
b.
No, my feelings are different
c.
My feelings have stayed the same
6.
What words would you use to describe your friends at Cassata? (Please provide at least 3 words.)
______________________________________________________________________________
7.
What words would you use to describe your teachers? (Please provide at least 3 words.)
______________________________________________________________________________
8.
What words would you use to describe the staff? (Please use at least 3 words to describe people on the administration or counselors.)
______________________________________________________________________________
40
9.
Cassatas Catholic affiliation is important to your everyday life at school. (Please circle the number of the statement you most identify with.)
Strongly Agree
10.
What activities do you participate in at Cassata that would be considered Catholic or religious?
______________________________________________________________________________
11.
If Cassata were your friend, what adjectives would you use to describe him/her? (Please name at least 3 adjectives.)
______________________________________________________________________________
12.
Please rate your level of agreement with this statement. I would recommend Cassata to other students. (Please circle the number of the statement you most identify with.)
I would highly recommend Cassata to other students. I would recommend Cassata to other students.
not recommend Cassata to other students. I would strongly advise other students not to attend Cassata.
(1) (2) (3) (4) (5)
13.
Please share your favorite Cassata memory. (Please share in as much detail as you can or feel comfortable doing.)
________________________________________________________________________________________________________________________________________________
________________________________________________________________________________________________________________________________________________
________________________
14.
What activities/accomplishments do you feel Cassata has made possible for you (Please check all that apply.)
___Able to graduate high school despite special circumstances (sports, employment, health, family, etc.)
___Go to college
___Get a job after graduation
___Other activities/accomplishments not previously listed: _______________
15.
When I grow up I want to beor in 10 years I see myself doing. (Please check all that apply.)
__Get a job
__ Go to college
__ Start a family
__ Give back to Cassata (time, money)
Other: ____________
16.
How has Cassata influenced your future goals?
________________________________________________________________________________________________________________________________________________
______________________________
I strongly agree that there is a strong sense of school spirit at Cassata. I agree that there is a strong sense of school spirit at Cassata. I have no feelings about Cassatas school
spirit. I disagree that there is a strong sense of school spirit at Cassata. I strongly disagree that there is a strong sense of school spirit at Cassata.
(1) (2) (3) (4) (5)
41
17.
How might your life be different if you had not gone to Cassata?
________________________________________________________________________________________________________________________________________________
____________
18.
Rate the following in the order of importance to you. (1 being the most, 5 being the least.)
__Flexible schedule __Small class sizes __Catholic affiliation
__ Personalized structure (classes) __ Personable/ caring faculty
19.
Please rate your level of agreement with this statement: There is a strong sense of school spirit at Cassata.
(1)
(2)
(3)
(4)
(5)
42
43
For the purposes of our project, we would like to know a little more about your communication and media preferences.
14. How do you prefer to receive updates about what is going on at Cassata Catholic?
a. Phone
b. Email
c. Other, please specify
15. Please rank the following social media channels in the order of most to least used. (Note: if you do not use one of the channels listed below, please do not rank it)
a. Facebook
b. Twitter
c. Instagram
d. LinkedIn
e. Other, please specify
16. What other organizations or causes do you make donations to?
a. Hospitals
b. Religious organizations
c. Businesses
d. Cassata Catholic is the only organization I donate to.
e. Other, please specify
17. Please rank your most preferred method to donate from most to least.
a. Online submission (i.e. GoFundMe)
b. Personal check
c. Mailed in check
d. Auction
e. Fundraising events
18. What is your gender?
a. Male
b. Female
c. Prefer not to answer
19. What is your race? (please check all that apply)
a. Hispanic or Latino
b. American Indian or Alaska Native
c. Asian
d. Black or African American
e. Native Hawaiian or Other Pacific Islander
f. White
g. Prefer not to answer
44
45
46
10. Do you feel like you know the impact of your gifts?
a. Yes
b. No
11. What do you know about the impact of your donations?
12. How did you find out about the impact of your donations?
13. On average, how often do you make a monetary donation?
a. Once every year
b. 2-6 times per year
c. 7-11 times per year
d. Once a month
e. 2 or more times per month
14. What time of year do you make most of your monetary donations?
a. January, February, March
b. April, May, June
c. July, August, September
d. October, November, December
e. Little to no change in amount of donations throughout the year
f. Im not sure
15. How much money do you donate per year to external organizations?
a. Under $100
b. $100-$499
c. $500-$999
d. $1,000-$2,499
e. $2,500-$4,999
f. $5,000-$9,999
g. $10,000 or more
h. Prefer not to answer
16. What social media sites do you currently use?
a. Facebook
b. Twitter
c. Instagram
d. LinkedIn
e. Other (please specify)
17. What do you believe is the easiest way to donate? (rank from (1) easiest to (5) hardest)
a. Online submission (i.e. GoFundMe)
b. Personal check
c. Mailed in check
d. Auction
e. Fundraising events
18. What is your gender?
a. Male
b. Female
c. Prefer not to answer
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