Social Media Campaign

Proposal IDignity
By Abeni Matthews

Table of Contents
I. Executive Summary..1
II. Backgrounder..2
III. Business Goals...3
IV. Statement of Problem/Opportunity....4
V. Research Methods....5-6
VI. Situation Analysis.......7-8
VII. Communication Goals..9
VIII. Objectives......................10
IX. Key Stakeholders....11-12
X. Key
Messages13
XI. Strategies..14
XII.
Tactics...15-18
XIII.
Evaluation.19-20
XIV. Supplementary Examples21-24
XV. References..25

1
Executive Summary
IDignity is a nonprofit organization dedicated to helping the homeless population and
economically disadvantaged citizens of the Orlando community obtain proper identification and
assist them on their journey to gaining their identity. This is a unique cause because it focuses on
a specific cause within the umbrella of homelessness and poverty; this does not mean that they
do not focus on homelessness at all, however. IDignity is a newer nonprofit that was established
in 2008 and has expanded its efforts to Seminole and Volusia County. The organizations efforts
continue to remain a huge success, having assisted at least 15,000 unique clients and counting.
Concerning their social media presence, IDignity has a fairly decent and consistent one.
They are active on Facebook and Twitter but not as much on YouTube, LinkedIn, and Google+.
When it comes to their communication efforts, a problem lies in wanting to not only finding
ways to appreciate their donors, but also to attract millennials and increase awareness of the
organization and its mission amongst the demographic, plus encourages them to at least donate
or advocate for the organization. Research goals consist of conducting several surveys on if
members of certain demographics have ever faced financial hardship or have been homeless;
what social media millennials use and for what purpose(s), and what causes they support the
most. Secondary research shows that video sharing is becoming popular on social media,
especially Twitter, and that Millennials are a demographic most likely to support and donate to
causes due to their desire to want to see a change in the world.
In a situation analysis of IDignity, several things are found: they focus on a more specific
cause, but they also lack enough resources in comparison to other bigger nonprofits. An
opportunity lies in collaborating with a larger nonprofit for a future event to help get their name
out there, but a threat lies in the fact that it is very easy to make a mistake in creating posts for
social media; no company wants to have a bad post ruin their reputation.
Several communication goals are created for a campaign to achieve their business goals
(attract new donors, expand themselves to new demographics, show appreciation to their donors,
and educate the community on the growing importance of identification) using social media:
engage with target audiences and keep them interested, attract millennials and increase
awareness amongst them, and create a more consistent voice on social media. The objectives for
these goals aim to reach a certain percentage rise in engagement, awareness, and donations by at
least two weeks after the start of the campaign. Key stakeholders consist of the millennials
(college students and professionals, especially interns), volunteers (past, present, and future),
donors, the Orlando City Council, and organizations with similar causes, and while IDignity has
several general key messages detailing what they are about and what they do, each audience has
several key messages tailored to them in terms of what they want to know about IDignity.
Strategies are developed for the campaign involving a campaign at UCF, creating a series
of graphics with statistics, using social media engagement methods to appeal to the audiences
emotions, collaborating with other nonprofits, engaging with local professionals and interns, and
Donor Appreciation Friday. A number of creative tactics for each strategy have been developed
to execute these strategies successfully, with some optional ideas that IDignity could consider.
To evaluate the success of this campaign, several metrics such as reach, volume, Twitter
impressions, readership on Facebook, and the amount of overall engagement with the hashtag
#IdentityMeans throughout the length of the campaign. Future campaign ideas could focus on
continuing the use of this hashtag, bringing the client stories to Instagram, and promoting the
creation of more user-generated content for the organization such as YouTube videos.

2
II. Backgrounder
IDignity is a nonprofit organization located in Orlando, FL. This organization has an
overall goal of assisting the homeless, the poor, and the economically disadvantaged in obtaining
identification. This is a rather unique and specific approach to helping combat homelessness and
poverty within the community because this cause is powered by the mere fact that proper
identification is needed for everything one can think of, such as:
Housing, especially if they hope to at least find a temporary solution for staying off the
streets in the night
Employment of any kind, even blue-collar jobs
Banking, which would be especially helpful with employment and having a way to
manage their money
Education for bettering their lives and finding a stable career
Government assistance, including but not limited to:
o Welfare
o SNAP
o WIC
o Medicaid
o Public housing (relates to Bullet I)
Traveling, even getting on the plane and especially for checking into hotels
Health benefits and medical purposes; in relation to this, identification is also needed for
one to pick up their prescriptions
Applying for unemployment
There is a never-ending list of things that require identification and the above is just a sample.
Even to fish on a bridge side, a fishing license is needed; and I believe that this alone is a
representation of how important identification is in our society.
The overall mission of IDignity is to restore dignity and hope by assisting individuals in
regaining proof of their identity (IDignity, personal communication, March 14, 2016). The key
players that help to make this goal a reality come from all over Central Florida and from all
walks of life. This includes:
The growing number of volunteers who help out in any way they can
Government agencies, churches, and businesses that work in tandem with IDignity to
ensure that these people get the proper identification that they need. In short, it is also
larger organizations that play a role in keeping this organization alive.
Donors, whether they be individuals or corporations.
Those that run the social media accounts and work to keep the community updated on
future events, statistics, etc.
Fellow nonprofits in the Orlando area that can also collaborate with the organization
These are the most important contributors for the organization because without them; especially
without their volunteers, the goals of the organization would come to nothing.

III. Business Goal(s)

IDignity aims to ensure that every person in the community who is homeless or
economically disadvantaged obtains proper forms of identification. While this project started in
the city of Orlando, it has expanded to include Seminole and Volusia County in its efforts. As the
company itself has stated, The IDignity program has proven so successful that other
communities across the nation have requested assistance in establishing their own satellite
programs (personal communication, 2016). While ensuring these people have proper
identification, the major business goals that the organization is trying to accomplish are as
follows:
Attract new donors and garner funds
Expand themselves to newer demographics (in this case, millennials) using social media
To show constant appreciation to their donors, whether they are individuals or
corporations (IDignity, personal communication, March 14, 2016)
To further educate our community and increase awareness of the growing importance of
proper identification

IV. Statement of Problem

As it stands, IDignity is a fairly well known nonprofit organization within Central Florida
with an established relationship with their donors and volunteers. While this is a positive, there is
a negative side to this aspect: they are really more known amongst the retired community. A
campaign would have to be developed that puts a focus on raising awareness within different,
newer and larger demographics in the area.
Currently, one major problem that exist pertain to a lack of awareness or interest amongst
millennials, the audience they wish to reach. Expanding on the last section, they seem to never
have enough time to do everything that they would like to do; with classes, extracurricular
activities, jobs, relationships, etc. Based on this fact, IDignity stated that as they cannot often
take a day once a month to volunteer [they] want to encourage involvement through advocacy
and financial support (personal communication, March 14, 2016). With this, the company hopes
to get the younger demographics involved not necessarily JUST by volunteering. If more
millennials at the very least became aware about what this organization is doing, then there is the
possibility that the company would garner more recognition. Another problem that IDignity is
facing is with donor relations. The organization has noted that they would like to have a set
strategy to show appreciation and thanks to their donors (personal communication, March 14,
2016) on social media.
Among these problems that exist within the environment, there is also an opportunity.
This opportunity in particular lies in the promotion of the organization. Since it is a nonprofit,
there are quite a few fundraising prospects that IDignity could consider taking on relating to
partnering with certain businesses and even schools. This campaigns aim is to raise awareness
with the new target audience while at the same time recognizing and appreciating their current
donors.
V. Research Methods
A. Research Goals
Determine which social media platforms millennials tend to use most between
Facebook and Twitter
Find the most popular companies that millennials work for; whether paid or interning
Figure out what these demographics mainly use social media for and why
Conduct a survey for certain segments of these audiences asking if theyve ever been
economically disadvantaged or homeless
Conduct another survey for different audience segments asking what identification
they have and the purposes of it, what they use it for, etc.
Conduct another survey asking millennials which causes they tend to support the
most
B. Secondary Research
Social
URL
Network
Twitter
http://twitter.com/IDignityInc
Facebook
https://www.facebook.com/IDignity-189554014391800/
LinkedIn
https://www.linkedin.com/company/idignity

Shutdown
Y/N
N
N
N

Google+
YouTube

https://plus.google.com/110740043265862211857/about
https://www.youtube.com/channel/UCZj-sMvaABTt1ztq-rORfRg

Mission Statement
To easily and quickly communicate with the
fans and supporters, answer questions, and
share created and curated content throughout
the platform
To share created/curated content, share updates
with the organization, communicate with and
engage supporters, encourage donations onsite, and keep potential volunteers updated
with upcoming events
To connect with other professional
organizations, for-profit and nonprofit, and key
influencers within the network for various
business opportunities
To expand their own circle with supporters and
other nonprofits, as well as share content from
YouTube and other Google-owned websites
To show the organization in action and give
our audiences a brand new perspective on
homelessness

N
N

Branding Check Y/N

Y

Y
Y

As summarized in the above social media audit, IDignity has a fairly consistent presence
on these social media platforms. The exception, though, is LinkedIn, Google+, and YouTube, so
they will not be utilized for this campaign. For this campaign, there is an opportunity for the
organization to use both Facebook and Twitter to their full potential. Since they are more active
on these sites than the others, there is a high chance that the outcome of this campaign will be a
positive one.
With Twitter, there is a lot of room for more improvement for IDignity relating to their
usage of the platform. An interesting best practice for Twitter involves creating your own images
for statistics and quotes. The Marshall Project demonstrates this perfectly when they tweet
crime-related statistics and quotes as well as include the company name on these images; this is a
wise move on their part because the more their tweets are retweeted, the more individuals
recognize their logo and associate it with criminal justice reform (10 Best Twitter Practices,
2015). This is an idea that IDignity could consider for not just their campaign, but for their
general Twitter use.
According to Ross, posting native videos onto Twitter instead of 3rd-party videos
resulted in a 216% increase in engagement for Brands (2015). This is important to note because
going off on this statistic, the campaign would not be as successful if IDignity just posted
YouTube links to Twitter. After all, multimedia has become one of the biggest components of
social media, and sooner rather than later will likely account for the majority of social media
(Evans, 2008).
On their Facebook page, IDignity already has a Donate Now button on their page
encouraging visitors to donate what they can towards the cause and even share their donation
with their friends. This is a plus because 68 percent of people go online and learn more about

causes and charities that their friends support when they discover them on Facebook (Virgillito,
2015). Since it is obvious that millennials spend a majority of their time on social media, the
campaigns biggest goal is to not only keep their attention, but also to spread the word to friends
and family to raise awareness.
When it comes to millennials and their willingness to donate and support causes, the
prospects are high. According to the Millennial Impact Report of 2015, both Millennial
employees and managers at companies with established giving programs are more likely to
donate to company-sponsored causes (CAUSE, INFLUENCE & THE NEXT GENERATION
WORKFORCE, 2015, p. 32), and Millennial employees and managers are more likely to donate
to a company cause that is part of the companys giving program if there is an incentive or
competition involved. (CAUSE, INFLUENCE & THE NEXT GENERATION WORKFORCE,
2015, p. 32). This is not only an interesting statistic, but also a fundamental thing to keep in mind
for any nonprofits overall success.
There are organizations within the Orlando area with similar goals that fall under the
broad umbrella of homelessness. Rethink Homelessness, also known as the Central Florida
Commission on Homelessness, coordinates non-profits, faith-based institutions, philanthropic
initiatives, businesses, and other charitable and community organizations to positively impact
homelessness in the Orange, Osceola, and Seminole tri-county region (Rethink Homelessness,
n.d.). Then, there is also the Family Promise of Greater Orlando, who has an inspiring mission
statement: Surrounding families with a community of support and dignity, Family Promise of
Greater Orlando provides shelter for homeless families while empowering them to achieve
sustainable housing (Family Promise of Greater Orlando, n.d.). Opportunities arise here for
IDignity to collaborate with either of them in different ways and expand their audience.
Situation Analysis
I. Strengths
Focuses on a specific subject within the broader cause of homelessness
Has strong volunteer support
Maintains relationships with clients after receiving identification assistance: thank
you notes, private messages, etc.
Established partnership with churches and other organizations
Already has a fairly consistent presence on Facebook and Twitter
II. Weaknesses
Relatively newer NPO that is still growing not as much support or resources as the
bigger ones*
Website still seems faulty not many pages load (UPDATE: Site currently up and
running)
*Funding issues: when the economy is bad IDignity has a high chance of suffering;
will have to get creative in fundraising
III. Opportunities
#endhomelessness: participating in this hashtag could give them some attention
Video sharing is becoming increasingly popular in social media
Millennials are typically very open to supporting causes
Education not many people are aware of the importance of having identification
Collaborating with a larger nonprofit for a future event can help them get their name


IV. Threats

out there
Young new college grads in different fields are always searching for employment
opportunities

People tend to donate only to one or few causes they care about and not much else
Failing to find qualified leaders mainly due to notion that nonprofit leaders do not
make as much money as for-profit company leaders
If an employee makes a mistake on social media, this could tarnish the whole orgs
reputation
V. Strategic Implications

Because IDignity is a newer, therefore smaller scale, nonprofit organization that

focuses on a specific cause within the broader realm of homelessness, they are able
to establish and maintain close relationships with their volunteers, clients and
organizations

IDignity can take on several social media related trends to put their name out there
and be more recognized by the general public

The organization will have to get very creative in order to attract new audiences
and garner donations from new and current sources

Strengths + Opportunities:

My client is already active on Twitter and Facebook, and there is an

opportunity for them to contribute to the #endhomelessness hashtag on both
of these websites.

With their presence on YouTube and video sharing becoming increasingly

popular, IDignity could take on this opportunity by incorporating more
videos in their social media engagement efforts

They already have strong volunteer support; and there is an opportunity for them
to recruit millennials since they are usually wanting to take up volunteer
opportunities in their free time

Weaknesses + Opportunities:

The website is currently not fully working properly , but there is an

opportunity for them to consider hiring someone who is experienced with
web design or IT support

As a smaller and newer organization, my client does not have as many

resources or support as bigger organizations do. An opportunity lies in
collaborating with another organization such as Rethink Homelessness as a
part of their communication efforts.

Strengths + Threats:

While they are active on Facebook and Twitter already, my client will have
to establish clear guidelines for social media to ensure that no one slips up
and posts something that will tarnish the whole organizations reputation;
especially on Twitter.

My client maintains relations with their donors, but to attract newer ones,
they must take into consideration that people are generally stubborn to
donate money to other causes besides the one or few that they care about. A
strategy for this will focus on finding a way to reeling these potential
donors in and keeping their attention.

Weaknesses + Threats:

My client is a newer organization, so it would be ideal for them to hire

qualified leaders for their organization; for example, someone with an MBA
would be a desirable candidate

UPDATE: As of March 27, 2016, the website is currently up and running.

Communication Goals
Based on the statement of the problem that IDignity is currently facing, communication
goals have been developed that this campaign wishes to achieve. Ideally, this campaign
would take place during the start of the fall semester (August 22nd September 24th). These
goals are created to best achieve the organizations business goals using social media, as
well as
1. Increase engagement with target audiences on social media and keep them
interested

The campaign hashtag #IdentityMeans is intended to spark a conversation

across Facebook and Twitter and invite anyone and everyone to give their own
meaning of what having an identity means to them. This will not only assist in
educating the audiences about the importance of identification, but can also
bring about a boost in engagement.

This goal also includes showing appreciation to the nonprofits donors.

2. Attract the younger demographic of millennials and increase awareness amongst

the demographic

This is possibly the most important goal for the campaign since they have
stated that they wish to target the younger demographic. The strategies and
tactics for this particular goal are tailored to their particular interests and
general facts about millennials and social media use.

3. Create a more consistent voice on social media

IDignitys social media strategy seems to be all over the place, attempting to cater to
different audiences in arbitrary patterns. The idea is to limit the amount of client
stories (their most impacting methods of communication) to a certain number per
week as well as donor appreciation content once per week, and so forth. Achieving
this goal will be critical to their strategy because the overall flow of their
communication will be improved.

Objectives
1. Increase awareness amongst millennials by at least 15% by September 24th.
This is the general end game of the campaign. There is a need to ensure that more of
this audience is at least aware of the organization and what they do by the end of this
campaign.
2. Increase percentage of overall donations by at least 10% by September 2nd, 2016
This campaign hopes to trigger an increase in donations, whether on Facebook or inperson, by the end of the second proposed week of this campaign.
3. Regulate client stories to 2 per week by September 2nd
This will assist in maintaining a constant flow of communication throughout their
pages.
Since this is their most popular method of communication, it is important that they
share at least two client stories with their audience on certain days of the week to
keep their communication consistent and even.
4. Increase follower count on Twitter to 400 by September 24th
Currently, IDignity has 381 followers on Twitter. This objective also serves as an end
game of the campaign.
5. Increase Twitter engagement by at least 20% by September 23rd
This objective is derived from the first communication goal of increasing engagement
on social media.

Key Stakeholders
A. Millennials
Ages 18-35
College students
o VolunteerUCF members
o Social science (psychology, sociology, etc.) majors
o Undergraduate students
o Graduate students
o Those that currently have internships
o Faculty
Although not many of them would necessarily fall under this category,
since they are a part of UCF, these people have the potential to be
impacted by this campaign.
This is the target audience that IDignity wants to attract more of in their social media
efforts. Since the vast majority of millennials are known to be very technologically
savvy, they have the potential to become greatly impacted by this campaign.
B. Volunteers
Past and current volunteers
o Ages 55+
o Retired citizens
o Although these demographics make up the majority of this audience, there are
often younger volunteers, as well.
Potential volunteers seeking opportunities
o Ages 18-35, 36-55, 55+
o College students
o Working citizens
o Retired citizens
Evidently, IDignity would not be where it is without its volunteers. They are the key
to the overall success of this organization and provide extra assistance to the staff in
helping clients obtain proper identification documents.
C. Similar organizations
Rethink Homelessness
Family Promise of Greater Orlando
Volunteers of these similar organizations
Nonprofits that are geared towards similar causes, or at least those under the general
umbrella of homelessness, provide an opportunity for IDignity to expand their
audiences and widen their reach by partnering with them in future events.
D. Orlando City Council
Mayor Buddy Dyer
District Commissioners
The Orlando City Council is one of the most important stakeholders for this
campaign. Since everyone involved are the policymakers and the ones who
practically run the city, they have the potential to be impacted greatly by this

campaign as well, for they have the most influence on the entire community. They
also play a role in the existence of nonprofits, funding them and giving continual
support.
E. Donors
Past and present
Corporate organizations
Other nonprofits
The donors are the backbone of IDignity; just like their volunteers, without their
support, this organization would not be able to do what it does. They have potential to
be impacted by this campaign because of this fact, and donors generally like to know
that they are appreciated and that their money is going towards a great cause.

Key Messages
The general key messages for IDignity and what they wish to achieve:
Identity is more vital to us than we think.
We work to challenge common perceptions of disadvantage.
No matter how big or small, your donations make a difference.
These messages are very broad and not directly targeted towards the key stakeholders. They each
reflect the organization as a whole, its mission, and its business goals.
Millennials:
o Everybody you meet has his or her own story.
o Disadvantage has no singular image.
o These messages are developed to show this target audience that looks truly can be
deceiving, and you never really know somebodys life just by looking at them.
Millennials tend to associate homelessness or economic disadvantage to negative
images created by popular culture, like a dirty smelly hobo on the street or a
stereotypical citizen from the ghetto. IDignity wants to challenge those
common misconceptions amongst millennials and show that everyone you see is
fighting their own personal battles; one can never truly know someone just from
their appearance.
Volunteers
o We have a great and fulfilling opportunity every month
o We are committed to a unique and noteworthy cause
o These key messages are made to show current, past, and future volunteers what
IDignity as a nonprofit has to offer for them. They want to encourage potential
volunteers that are seeking opportunities to dedicate some of their time
volunteering with them and promise them that their time spent volunteering with
IDignity is worth every minute.
Similar Organizations
o Together, we can truly make a difference in peoples lives.
o This message shows that although their cause is a more specific one under the
umbrella of homelessness, they are geared towards helping these disadvantaged
people and how the organization is willing to collaborate with other similar
organizations and bring an end to homelessness and restore hope in these citizens.
Orlando City Council
o We are dedicated to bettering the lives of Orlando citizens
o This key message for the Orlando City Council demonstrates how IDignity is
beneficial to the citizens and what they are doing is ethical and benefiting the
constant betterment of the city.
Donors
o We would not be where we are today if it werent for your donations.
o We appreciate everyone who donates to our cause.
o We assure you that your money is going towards a beneficial cause.

o These messages are created to show appreciation to the organizations donors and
potential donors; no matter if they are individuals or businesses, and let them
know that their money is not going to waste.
Strategies
I.

II.

III.

IV.

V.

VI.

VII.

Begin a campaign at UCF to target undergrad and graduate students alike

This is an opportunity for students to come together to discuss identity and why it
really matters in our society; can involve all participants in various ways.
There is an opportunity for the organization to partner with certain RSOs on
campus such as VolunteerUCF; a highly influential community service
organization.
Use social media engagement to appeal to the target audiences emotions
Because IDignity is a nonprofit with a cause that is sure to ignite emotions
amongst their audiences, there is a lot of opportunity for the organization to use
this to their advantage. The tactics for this strategy aim to achieve this while also
increasing engagement and awareness across social media.
Series of posts documenting facts and statistics about identification and its
importance
Creating images or infographics documenting facts, statistics, and percentages are
much more likely to be seen and shared across social media. With this in mind,
IDignity could work towards their goal of educating the public by sharing these
images twice every week (to keep the flow consistent).
Collaboration with fellow organizations
IDignity could team up with similar organizations in the area such as Rethink
Homelessness and Family Promise of Greater Orlando to create events that would
help to not only get IDignitys name out there to new demographics, but also
increase donations.
Engage with professionals and interns in the Orlando area
Just like the UCF campaign, a campaign with certain companies would be ideal
for targeting millennials, as many of them are either employees or interns.
Also worth noting is that many students begin internships with their companies at
the beginning of the season.
Millennials are more likely to donate to causes sponsored by their company
Donor Appreciation Friday
This strategy is geared towards creating content that shows appreciation to their
donors for supporting the cause. Friday is the best day for this strategy to be
implemented simply because everyone loves Friday and everyone is in high
spirits looking forward to the weekend ahead.

Tactics
1. Begin a campaign at UCF to target undergrads and graduate students alike
a. Host several conferences at UCF
i. The second week of the fall semester (August 28th September 3rd) is still
the best time to target students because there are many of them new to
campus and finding their way around.
ii. Once this event is announced, event details can be forwarded to certain
departments of UCF such as psychology, sociology, or even business.
Professors could encourage their students to attend these conferences for
extra credit opportunities.
iii. This would also be a wonderful opportunity to use the campaign hashtag
#IdentityMeans on Twitter to begin a live discussion about the topic and
increase engagement.
iv. During each conference, there could be a live stream of peoples tweets
broadcast on a screen with the hashtag #IdentityMeans. Of course, this is
entirely optional.
v. IDignity could present one of these conferences alongside VolunteerUCF.
This is a highly influential community service organization on campus
with hundreds of members seeking volunteer opportunities to get out there
and help out in the community. With this potential partnership, there is a
chance that IDignity could see a rise in awareness and engagement.
b. Set up a concession stand on campus and promote the organization
i. On any day during the week, IDignity could set up a stand on campus and
sell hot dogs and lemonade, where all proceeds would go towards the
organization.
1. The lemonade cups would contain the logo and the hashtag
#IdentityMeans and a blank space for people to customize their
cups and write down on the cups their own answers of what having
an identity means to them.
2. The results would be photographed and users would be prompted
to share them to Facebook, of course with the hashtag included.
ii. Purchasers would then be prompted to like their page on Facebook and/or
follow them on Twitter.
c. Free T-shirt giveaway on campus
i. IDignity could create T-shirts that would be given away on campus that
contain a slogan such as IDignity hearts UCF. This is not only a way to
show school spirit, but to show support for the organization.
ii. If students wanted to obtain a free T-shirt, they would be instructed to
follow IDignity on Twitter and like them on Facebook for upcoming
events, volunteer opportunities, and more.
2. Use social media engagement to appeal to the target audiences emotions
a. Introduce a Twitter giveaway (See Appendix A for examples)
i. For the first two weeks of this campaign, IDignity can utilize Twitter to
start a type of contest with a giveaway of prizes every Monday and
Wednesday. The organization can tweet two photos of people side by side

and prompt users to choose which one is homeless, economically

disadvantaged, has identification issues, etc., using the hashtag
#WhichOneIsHomeless specifically for this tactic. Each one would last an
hour, approximately.
ii. Once the right person (one of their many clients) is selected between #1
and #2, the company can provide a short description of the correct person
and what they are going through; showing that looks can be deceiving.
IDignity could use this opportunity to share their renowned client stories
with their followers in an exciting and engaging way.
1. These posts could also be promoted to gain more readership, but
this is optional.
iii. There will be more than one winner since many people would participate,
so instead of one person winning a grand prize, there would be a giveaway
of gift cards/certificates each week.
1. Gift certificates are one of the most feasible options because there
are no shipping fees to deal with. Idignity could follow the winners
and direct message them to obtain email addresses so that they can
send them their gift certificates for guessing the correct answer.
b. Invite users to create video responses on Twitter
i. With Twitter, video sharing is evidently becoming increasingly popular.
With the knowledge that some people love being in the spotlight, Idignity
could invite its followers to submit short video clips answering the
question of what identity means to them, again with the hashtag
#IdentityMeans. This would take place until the next to last week of the
campaign, and also at UCF and certain work functions (to be discussed
later on) if they so desire.
ii. With all of the video responses that they receive, Idignity could then take
all of them and combine them into one big video compilation to share on
their Facebook page in the last week of this campaign. This tactic
successfully utilizes both Facebook and Twitter in a method known as
cross promotion.
c. Ask the question: What does identity mean to you? on Facebook and invite
users to give their input.
i. Although quite simple, this tactic is not a bad place to start with utilizing
the campaign hashtag.
ii. Users could also tag their friends and family in their responses so that they
can answer as well.
3. Series of posts documenting facts and statistics about identification and its
importance
a. For two days of the week throughout this campaign, Idignity can create a simple
image that gives a statistic on identification or homelessness, encouraging
supporters of the organization and those who are unknowledgeable to learn about
the facts (See Appendix B for example). Images like these are guaranteed to raise
engagement across these platforms.
b. Ideally, Tuesday and Thursday would be the days that such posts would be shared.
4. Collaboration with similar organizations

a. Host a fundraising event

i. On a Saturday, Idignity could partner up with Rethink Homelessness and
host a type of family fun day, complete with games and fun activities for
the kids as well as engaging activities such as selfie frame board.
1. These selfie boards would include the caption #IdentityMeans
______, leaving the blank to participants to fill out themselves.
They would then be instructed to share their selfies on Facebook
and Twitter with the hashtag.
b. Food drive with the Second Harvest Food Bank of Central Florida
i. On a given weekend, Idignity could partner up with Family Promise of
Greater Orlando and host a side-by-side identification event and food
drive; encouraging others to bring in any food they can to support FPGO.
Donations would also be encouraged to support both organizations
causes.
ii. This also has a possibility of reeling in potential clients from FPGO that
are in need of new identification documents.
5. Engage with professionals and interns in the Orlando area
a. Obtain sponsorship from companies
i. As stated in the secondary research, Millennials are much more likely to
donate to a cause within their companys giving program. Idignity could
look to either becoming a member of any companys giving program or if
they do not have one, getting them to begin one (and they would be the
first nonprofit, as a result).
b. Host an event at a company of their choice involving free food
i. This could be tied in with an Intern Appreciation Day event at said
company.
ii. Free food, of course, would be offered by Idignity at a table along with
refreshments
iii. Guests could interact with the organization and discuss networking
opportunities and other professional matters
6. Donor Appreciation Fridays (DAF)
a. Create various content to share on Facebook and Twitter every Friday showing
appreciation to the donors
i. Simple creative graphics giving a shoutout to their donors
ii. Videos from the staff, volunteers, and even clients themselves speaking on
how grateful they are for everyones donations and how the organization
changed their lives for the better
iii. Posts documenting what has become of any randomly selected client for
the week, along with their expression of gratitude to donors
b. Posts tagging any random sponsor or sponsors thanking them for their donations
i. This is entirely optional if Idignity feels that they should thank everyone at
once and not single anyone out.
c. Donor appreciation party?
i. Idignity could host a party celebrating their donors on September 16th.
ii. There would be free food and refreshments as well as music and dancing.
It is generally a casual event, so there would be no need to dress fancy.

iii. There could also be a raffle drawing or contest involving a grand prize of
goodie bags filled with candies, snacks, and other sweet treats. To involve
social media, there could also be a bonus live trivia game (about
homelessness) near the end where Twitter users could participate for a
chance to win a $50 gift card to select stores.
iv. Tying this in to the video response tactic, guests could film themselves
answering the question of what identity means to them (with the campaign
hashtag). The video would be shared on Idignitys Twitter page.

Evaluation
1. Awareness/Acceptance/Action
The campaign is created to increase awareness of IDignity and their mission across a
newer demographic, get the ball rolling on a discussion about what identity means,
and to encourage everyone to donate whatever they can toward the cause.
Behavioral success will be evaluated by the amount of donations garnered on
Facebook (via the Donate button on their page)
Awareness success will be measured by the amount of engagement created on both
Facebook and Twitter
Acceptance success, in this case, will be measured by how many people have a newer
perception of homeless people and economically disadvantaged citizens.
2. Social Media Analytics
Engagement Success (Or Failure) Measured By:
o Facebook
Client stories (redirected from the #WhichOneIsHomeless contest on
Twitter)
Number of likes and comments
Gross readership
Concession stand
Number of likes garnered and money earned (goes towards the
organization)
T-shirt giveaway
Number of likes garnered
What does identity mean to you?
Number of responses
Number of likes
Amount of engagement with the hashtag #IdentityMeans
o Twitter
Tracking the hashtag #IdentityMeans
UCF conferences/live tweeting events
Number of impressions
Retweets
Likes
Mentions
Tweets with the hashtag
o #IdentityMeans video
Number of videos submitted
Number of shares, likes, and comments for final combined video
Evaluation would be based on how many impressions and views each
video gets
Awareness Success (Or Failure)
o Twitter

Overall volume and reach of tweets

Unique tweeters of the hashtag #IdentityMeans
Presence of any key influencers
Influence metrics (Klout score), following/follower ratio
o Facebook:
Overall number of shares of content
Unique users who post with the hashtag #IdentityMeans
Behavioral Success (Or Failure)
o Donations
Number of donations from users on Facebook
Amount made in-person + amount made on Facebook
3. Achievement of Measurable Objectives
With this campaign, there should be a decent increase in donations (Facebook and inperson) by the target date, and higher by the end of the campaign.
Twitter followers should increase and engagement amongst the Orlando community is
There should also be an overall spike in awareness amongst millennials on social
media by the end of this campaign.
4. Unexpected Results
For Twitter, unexpected results would include:
o A follower increase well over 400
o More engagement with the hashtag than usual
More retweets, likes, mentions, etc.
For Facebook:
o A surplus in hashtag engagement, discussions, and shares.
o An increase in gross readership, especially with their client stories
5. Future Campaign Recommendations
The continuation of the discussion #IdentityMeans across social media
Create a campaign that expands on the video tactics from this one and utilizes
Youtube
This campaign would encourage users to create their own content, maybe
expanding on their own definition of identity or creating a commercial for the
organization, etc.
Utilizing Instragram as a new platform to share client stories; this has the potential to
succeed using cross-promotion across the three major social networks
A campaign involving the use of email that includes updates on certain clients in a
Where Are They Now? fashion
Involves client interviews
Staff will then update volunteers, donors, etc. via email blasts
Another option: a newsletter sent to volunteers updating them about particular
clients theyve helped

Supplementary Examples
Appendix A:
Example 1:

Example 1.1. The above tweet introduces the first giveaway of the week. Users could pick
between Photo 1 and Photo 2 by replying and using the hashtag #WhichOneIsHomeless.

Example 1.2. This tweet illustrates the action that would take place once the window for
choosing the answer has ended. IDignity will DM the winners and ask for their email address to

email them their prize. It is also important for them to note that they will never share email
addresses to anyone else and it is needed strictly for winners to claim prizes.

Example 1.3. This is a follow-up tweet containing a short detail about the clients situation. The
link will go to a Facebook post consisting of said clients photo and their story in detail, therefore
employing cross-promotion between social networks.
Example 2:

Example 2.1. This is an alternative way of administering the contest; anyone who picks the right
photo is eligible to win, but the winner will be selected at random. This would also be run on
Wednesday, hence the Round 2 part.

Example 2.2. A random winner has been chosen. Again, it is important to note that the
organization will never use the winners email for any other purpose except to assist the winner
in claiming their prize.

Example 2.3. This is a follow up tweet for the second giveaway of the week describing a little bit
about Tims story, and linking to a Facebook post with his photo and his situation in detail, again
employing cross-promotion on social networks.

Appendix B
Example 3:

Example 3.1. This is a simple image that contains a statistic or fact about identification. These
could also be about homelessness in Orlando. On the corner is the campaign hashtag.

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