development of Nonprofit Organizations

Running Head: development of Nonprofit Organizations

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The Parent Child Center of Tulsa

The Parent Child Center for Tulsa (PCCT) is a nonprofit oriented organization that is found in Tulsa, Oklahoma. It provides diverse services that are geared towards strengthening the family institution and preventing incidences of child abuse and relative neglect. All these activities are provided voluntarily to benefit different segments of the society that suffer the implications of child neglect and abuse. Essentially, this organization seeks to prevent child abuse that has profound effects on the functioning of the society. Respective activities in this regard include public education and awareness creation about different aspects of child abuse, treatment of the affected victims, advocating for the care and assistance of the affected population and treating the affected victims.

Child neglect and abuse is an emergent crime that compromises the ability of the child to function in a sustainable manner. Statistical evidence shows that the rates of these incidences Tulsa have increased over time. Research indicates that children that are abused have a higher probability of assuming criminal behavior in future. Thus fighting this crime is fundamental for societal functioning. By reviewing PCCT, this paper offers useful insights with respect to sustainable living. It cannot be disputed that the frequency and complexity of child abuse has increased in the recent past. Analyzing the key operation areas of relative organizations such as PCCT plays a fundamental role of enlightening the society about possible intervention measures. Thus it can be posited that this would be instrumental in curbing the crimes related to children. It is for this reason that this paper sought to provide an explicit analysis of this organization.

Worksheet 1: Set marketing Goals

In what categories will you set marketing goals?

Participation in programs, services, or events

Enrollment

Volunteer recruitment

Funding

Membership

Sales of tickets, books, or other items

In-kind contributions

Other:

Use the following process to set your specific marketing goals.

Responses to questions 1-3 below should be brainstormed: that is, every answer is acceptable, even if they conflict.

You should make a clear decision on question 4. You may have one or more goal categories. Make copies of this worksheet and repeat these steps for each goal you want to set.

1.What are the ideal results you could achieve?

First, define the categories of exchanges you want to make: funds, volunteers, members, in-kind contributions, and so forth, as listed in the columns at the top of this worksheet. Within each category you may have more than one goal. For example, if your goal category is funding, you might want specific results in major gifts, direct mail, and foundation grants. You might have a second goal category of in-kind contributions, with results specified in supplies, raffle prize donations, and computers.

Now think big: If everything goes perfectly, what could the results be? (A little dreaming is fine at this point.)

Goal category Ideal results (how much of what by when)

Participation in education and awareness programs

Distribute brochures

Posters hung in town 6000 participants by 20th August, 2010.

1500 distributed by 1st July, 2010

5000 posters by 1st July, 2010

2.What argues in favor of your ability to achieve these ideal results?

Think about factors inside the organization as well as those outside.

Inside factors working for us Outside factors working for us

The organization has sufficient resources and facilities

There are enough volunteers to carry out the process

The organization as strong partnerships both at the local and international level

National accreditation by Council of Accreditation

News broadcast organization

Child abuse rates have increased in Tulsa

Government support for relative initiatives

3.What argues against your ability to achieve these results?

Now think about factors, inside and outside, that might hold you back.

Inside factors working for us Outside factors working for us

Lack of qualified volunteers

High price of volunteering

Anticipate low participation because of sensitivity of child abuse

Ignorance with regards to what entails child abuse

Lack of diversified events to promote awareness about child abuse

4.What are your realistic, achievable goals? By when?

Try for consensus on this question.

a. Reflect on the internal and external factors, and then take a quick “gut-response” poll.

b.Discuss people’s gut responses and attempt to arrive at a consensus. If you can’t agree, draft low-end and high-end goals for now.

Achievable goal By when

4000 participants

5000 posters hung around Tulsa

20th August, 2010

1st July, 2010

Worksheet 2: Position your Organization

SECTION A—Check in with your mission

Write your current mission statement here:

Our Mission

Parent Child center of Tulsa seeks to prevent child abuse and neglect through education, treatment and advocacy.

Our Strategy

The three main strategies towards achieving this mission are education, treatment and advocacy. Education: Our aim is to inform the parents and all stakeholders about the activities towards children that constitute abuse. This is attained through providing resourceful literature on child abuse. Treatment- Abused children experience innumerable challenges that have far reaching implications on their holistic functioning. Treatment is attained through therapy as well as nurturing the skills of parents and other care takers to curb the practice. Advocacy- By informing the relevant stakeholders about children at risk of abuse and nurturing the abused children, it is believed that this would help attain sustainable development in this regard.

a. Is the mission clear and concise? yes

b. Does it address the organization’s opportunities, competence, and commitment? yes

c. Does it provide the right direction for the future? yes

2.What changes, if any, should be considered in your mission?

The mission statement is concise and does not need any alterations.

SECTION B—Look at needs and results

For information to complete this section, turn first to your customers and staff. They’re the best sources you have: however, sometimes staff and customers are too close to issues and current programs to see what changes could produce even greater impact. Add some outside perspective too.

1.List the most significant ongoing or emerging needs and opportunities you will address.

Participants are needed to be trained in various issues pertaining to child abuse. Although we have sufficient volunteers, most of them are not well versed with the current trends and specific information about child abuse. There is need to carry out training before the launching of the awareness program.

2.What are your results?

Enhances public awareness about child abuse, trends and implications of the practice and helps to develop a sustainable future population.

SECTION C—Assess the environment to see how you fit in

1.Who else addresses issues within the scope of your mission—both on the ground and on the web?

Parent Child Center of Tulsa essentially prevents child abuse and neglect through education, treatment and advocacy. This is in line with the goals of other organizations such as Child abuse Network, Family and Children Services, Domestic Violence Intervention Services and Court Appointed Special Advocates for Children. However, PCCT currently stands out because it offers an integration of all the services provided by these organizations and can therefore be considered an umbrella of all these.

2.Who competes directly with you?

Various profit oriented organizations dealing with family services and relative concerns. Nonetheless their activities are fragmented and do not address the intricate issues of prevention such as education, treatment and advocacy.

3.What strengths do you bring to both collaboration and competition?

Other nonprofit oriented organizations contribute resources to PCCT in terms of volunteers and financial aid. This enables it to carry out its diversified activities with ease. They heavily consult from PCCT because of the resourceful nature of the organization. There is no competition as all organizations seek to alleviate child abuse through different ways.

4.List potential partners and how you might team up with each.

PCCT currently partners with United Way to source for volunteers and enhance advocacy, CASA for children in Tulsa and Child Abuse Network.

There are four general ways your “fit” in the environment affects decisions on positioning. How do things look for you? Check all those that apply:

qThere are opportunities to make a unique contribution, and we’re exactly the people to do the job.

Comments: The ability to offer diversified and integrated services places the organization at the center stage of child abuse prevention in the region.

qIt will be best to pursue results through partnerships and collaboration.

Comments: Current partnerships yield beneficial effects as PCCT benefits in terms of resource sourcing.

qWe need to be strongly competitive to meet needs and get results.

Comments: We are already competitive and look forward to strengthening this to maintain an elevated niche in the market.

qThe needs and opportunities we identified can be better addressed by others; we should back off.

Comments: We have the capacity to address the needs identified more effectively than other organizations.

SECTION D—Draft your positioning statement

Your positioning statement should make it easy for people to quickly grasp who you are and what unique role you want to play.

1.To develop material for your statement, first complete the following phrases in as many ways as you can think of. (Instructions for structured ways to generate ideas are provided in Appendix A.)

a. We’re the people who . . . offer diversified and integrated intervention activities in child abuse

b. No one but no one can prevent child abuse as well as we do.

c. We want to be seen as . . . aggressive and sustainable in preventing child abuse.

2.Now go back and circle the phrases that most strongly convey your niche and the reputation you want to build.

3.Based on the circled phrases in Section D, and applying the four criteria for positioning statements (short and to the point, uses everyday language, conveys character, and has a sense of action) write your draft statement here:

PCCT sustainably prevents child abuse through integrated and diversified approaches.

SECTION E—Test your positioning statement for support

1.List at least five (or more) key potential sources of support with whom you will test your positioning statement.

Desiree Dorhety (Director PCCT Tulsa), Steve Wright (Officer, PCCT Tulsa), Brenda Baker (President PCCT Tulsa), Patti Ledford (Director, PCCT Tulsa), Sandi Preston (Director, PCCT Tulsa)

2.Make appointments with these key sources of support and, in each case, gain answers to these four questions:

a. Based on your knowledge of our organization and this community, do you agree this is how we should be positioned?

No, it requires amendments and revision

b. Why or why not?

It does not factor in the particularistic aspects of treatment, advocacy and education.

c. How might we modify our ideas to improve them?

Focus on the constituent aspects of prevention

d. Are there other people or groups you would recommend we talk with?

Talk to individuals in lower positions working on the ground to capture the real picture.

SECTION F—Refine and clarify your positioning statement

Write your revised positioning statement here:

PCCT sustainably and aggressively prevents child abuse through integrated and diversified approaches that pertain to education, treatment and advocacy.

Worksheet 3: Conduct a Marketing Audit

SECTION A—Product what you offer

1.What is the product?

Other organizations: collaborating and providing resources

Community: education and awareness creation on child abuse and how it can be prevented

Victims: Arresting the perpetrators and offering treatment o the victims.

Funding: awareness creation

2.Do you deliver value?

Yes, PCCT is renowned for providing quality education and awareness creation about child abuse and has successful in rescuing, treating and rehabilitation abused children since its inception.

3.Is there anything about the product that makes it difficult to understand or use?

Populations have limited knowledge with respect to what constitutes child abuse and therefore commit the crime on the premise of punishing the child and rectifying wayward behavior.

4.Do your customers give the product high marks?

Yes, PCCT is popular and enjoys support from parents and other organizations.

Product Checkpoint

Is your product in line? Is it of high quality and does it deliver value?

qOKqNeed informationqAdjustment necessaryqBenefit to promote

SECTION B—PublicsThose with whom you want to make exchanges;target audiences

1.Brainstorm a complete list of publics based on each marketing goal.

Parents

Care takers

Teenagers

Children

Law enforcement authorities

2.Choose your target audiences for each product and note the benefits of the product they value most.

Target audiences Benefits

Parents

Care takers

Teenagers

Children

Law enforcement authorities

Awareness of what constitutes abuse

Support cause

Protect the welfare of children

Opportunity to participate actively in the course

Awareness of nature of abuse

Opportunity to participate in curbing the practice

Understand the nature of abuse

Have the ability to report crimes at a tender age.

Understand current dynamics of child abuse

Derive viable measures to prevent the occurrence of child abuse

Partner with other agencies in fighting crime.

Publics Checkpoint

Are your publics in line? Do you have the right target audiences and know the benefits most important to them?

qOKqNeed informationqAdjustment necessaryqBenefit to promote

Write your questions, adjustments needed, and promotion notes on Worksheet 4.

SECTION C—PriceWhat you ask for in the exchange

1.What are you asking for? Dollars and cents or something else?

Awareness programs to enhance response

Sufficient time to carry out volunteer training

2.How much do you charge?

$100 per volunteer who participates in activities

3.Could your customers—or at least some of them—pay more?

Yes law enforcers who are a part of the government can pay more

Price Checkpoint

Is your price in line? Not too high and not too low for the value you deliver?

qOKqNeed informationqAdjustment necessaryqBenefit to promote

SECTION D—PlaceWhere the product is available

1.Do people come to you or do you deliver the product where they are?

In some instances, people come to us but mostly, the organization searches for victims within the community

2.Are there any place “barriers” you should address?

No

Place Checkpoint

Is place in line? Is the product easily accessible to your target audiences?

qOKqNeed informationqAdjustment necessaryqBenefit to promote

Write your questions, adjustments needed, and promotion notes on Worksheet 4.

SECTION E—ProductionThe ability to meet demand and serve customers well

1.Can you effectively meet demand?

This is an emerging crime and hence more awareness creation is required to meet the demand accordingly.

2.What if demand increases—or falls?

Demand is likely to continue because of the intricacies that pertain to modes of parenting as well as the need to uphold cultural values.

3.Do you have standards and skills that delight every customer every time?

The organization enhances the skills of the volunteers through training and internship programs. Customers often get plugged in by skilled personnel who advocate for the shunning of the practice at different points.

Production Checkpoint

Is production in line? Can you effectively meet demand and serve customers well?

qOKqNeed informationqAdjustment necessaryqBenefit to promote

Write your questions, adjustments needed, and promotion notes on Worksheet

SECTION F—PromotionWhat you do to convey your image and motivate people to respond

1.Image: How you want to be known

a. What do you want your image to be?

The image of PCCT is effective partners who offer integrated and sustainable interventions with respect to child abuse

b. Do your promotion materials and techniques reflect the reputation you want to build?

Yes

c. Does the image you want to convey strike the right chord with your target audiences?

yes

Promotion Checkpoint

Do you convey the image you want?

qOKqNeed informationqAdjustment necessaryqBenefit to promote

Write your questions, adjustments needed, and promotion notes on Worksheet 4.

2.What promotion techniques have you used? (See Appendix C for annotated list of techniques.) Note the effectiveness of each by placing a check in the appropriate column and add any comments you have.

Technique Produces good response Conveys image we want Speaks language of target audience

Posters

Bumper stickers

Awareness training programs

Partnerships

Media

Networking

Web page Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

3.What should you add, drop, or improve?

Add: none

Drop: none

Improve: Frequent awareness training programs

Promotion Checkpoint

Is promotion in line? Do you use effective techniques and tools that motivate people to respond?

qOKqNeed informationqAdjustment necessaryqBenefit to promote

Write your questions, adjustments needed, and promotion notes on Worksheet 4.

Worksheet 4: Information Needed

Section A—Information Needed

If you checked need information in any of the sections on Worksheet 3, write the specific questions you want answers to below:

How can the organization capitalize on the abilities of the youth?

How can information flow between the organization and victims be enhanced?

SECTION B—Adjustments Necessary

If you checked adjustment necessary in any of the sections on Worksheet 3, note the specific problems needing attention below:

Since the organization has sufficient resources, it needs to derive ways to eliminate the need to source for funds from the clients without undermining the sustainability of the project

SECTION C—Promotion Notes

If you checked benefit to promote in any of the sections on Worksheet 3 or have other notes on promotion that come up during the audit, elaborate below:

Need to devise other approaches that would enhance outputWorksheet 5: Develop the Marketing Plan

SECTION A—Marketing Goals

Write your marketing goals here:

Participants in the awareness program: 6000

Brochures: 1000

Posters: 4000

SECTION B—The Plan

1. The product is: Comments:

Awareness training to prevent child abuse

August 20th, conduct training and awareness creation to the participants. Give participation certificates at the end of the program.

2.It will be marketed to these target audiences who value particular benefits:

Target audiences (by goal category): Benefit: Comments:

Women

Children

Care Takers

Law enforcers Will be able to define what constitutes child abuse and aim to prevent it.

Will be in position to pass on the values to their children since they are responsible for nurturing them.

Understand what constitutes child abuse and make timely reports to law enforcers

They interact more often with their peers and having relevant skills will enable them to identify the vice.

Just like mothers, will be able to assume viable approaches when caring for children

Interaction with children would enable them to identify the victims

Effective fighting of crime needs collaboration and establishment of partnerships Mothers are primary caretakers and hence this information is fundamental

Will be need to diverse instruction strategies for greater impact on children

Also need training to enable them devise viable approaches of addressing this type of crime effectively

3. At this price: Comments:

$100 per volunteer

Participants will make contributions to enhance sustainability of the program

4. Available at these locations: Comments:

Holland Hall School, 5666 E81st Street, Tulsa

Program begins at nine and ends at five in the evening

5. To effectively meet demand and serve customers well, we will Comments:

Partner with other organizations offering similar services related to prevention of child abuse

Partnerships enhance output as resources are pooled together towards a similar cause

6. The major benefits to promote are: Comments:

Effective parenting styles

Identifying abuse

Enhancing cooperation amongst stakeholders

These share intricate relations and all facets should be addressed for optimal output.

7. Our basic approach to promotion will include: Comments:

Education and awareness creation

This is at the center stage of fighting child abuse

SECTION C—Implementation

Step Responsibility Deadline Budget

Hanging posters in town

Distributing brochures

Confirming attendance

Organizing facilities

Education and awareness creation

Volunteers

Volunteers

Organizing committee

Volunteers and Organizing Committee

Organizing committee and professionals from different relative sectors 1st July, 2010

1st July, 2010

20th July, 2010

17th August, 2010

20th August, 2010 $1000

$1000

$ 1000

$1200

$ 6000

Worksheet 6: Develop a Promotion Campaign

SECTION A—Image

An effective image makes the impression you want.

1.Brainstorm a list of colorful and descriptive words or phrases, metaphors, or comparisons that reflect your desired image.

Collaborative

Effective

Sustainable

Enduring

Resourceful

Aggressive

Persistent

Satisfactory

Quality services

International standards

Successful

2.Circle the above items that do the best job of reflecting your desired image.

SECTION B—Message

An effective message prompts your target audience to take a specific action and promises a valuable benefit if they do.

1.Who is the target audience?

Community members of Tulsa and specifically parents, caretakers, children and law enforcers

2.How do they best receive information—language and sources?

Through brochures and face to face instruction

3.What are the three key benefits of your product that target audiences value most?

Awareness creation

Attainment of Skills

Development of partnerships

4.What are the top features and options?

The top features include preventing child abuse and options entail treatment of victims and awareness creation through education and enhancement of skills.

5.What is the call to action?

Enhancing the awareness of the population about child abuse and how this can be avoided.

SECTION C—Materials and Techniques

The principles for an effective combination are:

(1) Gear tools to the audience.

(2) Plan how each tool can be used to maximum effect.

(3) Pick the right mix—within budget.

(4) Frequency over time equals reach.

(5) If it worked, do it again.

(6) Don’t abandon the basics.

(7) Stay the course.

Make the choices you believe will be most effective, keeping in mind budget constraints and how much effort you can realistically put into development and follow-through.

1.Check the promotion tools you will use in your campaign.

qAdvertising

qAnnual reports

qAtmosphere and attitude

qBillboards/transit ads

qBrochures

qBusiness cards, letterhead, and other essentials

qCelebrity endorsements

qDirect mail

qEditorials

qE-mail and fax

qFeature stories

qLetters to the editor

qMarketing partnerships

qNetworking

qNews conference

qNews releases

qNewsletters

qPersonal contact

qPosters

qPresentations, public speaking, and training

qPublic service announcements

qPublishing articles and reports

qSignage

qSpecial events

qSpecialty advertising

qTalk shows

qTelemarketing

qTrade fairs

qVideos

qWeb site

qWord of mouth

2.How will these materials and techniques work together to gain the response you want?

Notably, all the materials and techniques that would be employed play different critical roles in preventing child abuse. The posters would provide vital and concise information about the topic under review, its venue and when it would take place. This would be augmented by advertising through the media. Brochures on the other hand would provide detailed information about different facets of child abuse. Direct mail will be employed during confirmation of attendance to enable the committee members to make relevant arrangements. Finally, presentations, public speaking and training would be employed during the material day to pass on vital information and enhance awareness.

SECTION D—Implementation

Step Responsibility Deadline Budget

Confirmation of attendance

Preparation of facilities

Transport to the venue

Entertaining guests

Serving snacks and food

Public speaking and training

Organizing Committee

Volunteers

Management vehicles

Volunteers

Volunteers

Management and invited guests and speakers 19th August, 2010

19th August, 2010

20th August, 2010 before 9 am

20th August, 9-10 am

11am-12pm

10am- 4pm

$1000

$1000

$2000

$500

$500

$1000

Work Cited

Stern, Gary, J. Marketing Workbook for Non Profit Organizations. USA: Fieldstone Alliance, 2001, pp.153-93.