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Developing An Action Plan Seungjun Kim and Mat Morgan National Youth Council Welcome! • Introductions • Recap on Saturday’s Ideas • Session Objectives Session Objectives • Understand the components of an Action Plan • Develop ideas on filling gaps at your field unit • Create an Action Plan to take back to your field unit to enhance your service delivery General Framework: Action Plan • • • • • Activity – objectives / results Timeframe Person(s) Responsible Budgeting – estimating costs Marketing/Communications Objective Timeframe Responsibility Budget Marketing Communications Objectives / Results • Mission-related • SMART • Direct vs. Indirect Objective Timeframe Responsibility Budget Marketing Communications SMART • • • • • Specific Measurable Acceptable Realistic Timeframe Objective Timeframe Responsibility Budget Marketing Communications Results: Direct vs. Indirect • Direct – (quantitative) – training 300 youth at the NYI • Indirect – (qualitative) – Facilitating networking experience, strengthening collaboration with youth advisors and youth volunteers Objective Timeframe Responsibility Budget Marketing/ Communications Example: NYI 2008 - Objectives • Generate a customized learning experience for youth and young adult volunteers that present’s tracks for multiple skill levels. • Provide critical tools and resources that build capacity and strengthen youth involvement in key areas of service delivery Objective Timeframe Responsibility Budget Marketing/ Communications Example: NYI 2008 – Results • • • • • II.1. promote key strategic initiatives available at national level on the five (5) lines of business II.2. develop three different training tracks in accordance with the Red Cross level of experience II.3. develop new soft skills sets and professional development opportunities fro young volunteers and their coordinators III.1. provide youth and young adult volunteers with critical Red Cross specific information III.2. Fostering the collaboration youth volunteers and coordinators and enable chapters teams to develop concrete action plans Objective Timeframe Responsibility Budget Marketing Communications Group Activity Design objectives and identify the projected results for your initiative Time Frame • Time frame – Set a realistic time frame – Benchmarks Objective Timeframe Responsibility Budget Marketing/ Communications Example: NYI 2008 • Timeline: (Examples of key tasks) ’07 August – October Evaluation NYI 2007, budgeting, finding the location for 2008 ’07 November – ’08 January Identify NYI theme, Develop workshop frameworks, form NYI committees ’08 February – April Generate /disseminate marketing materials, workshop/presentations due, finalize schedule and develop program booklet May National Youth Institute! Objective Timeframe Responsibility Budget Marketing/ Communications Responsibility – Project / tasks leads – Staff and leadership volunteers • Who are the key decision-makers? – What are their roles? – Delegation of tasks Objective Timeframe Responsibility Budget Marketing/ Communications Example: NYI 2008 Key stakeholders Responsibility National Youth Council, St. Louis Chapter, Youth & Young Adults Programs & Services, American Red Cross Senior Leadership Objective Timeframe – National Youth Council Leads – NHQ and St. Louis Chapter Staff – Committee Leads Responsibility Budget Marketing/ Communications Group Activity: Design the time frame for your initiative Break Questions? Budgeting • You have a great idea and a realistic action plan …but you need money to make it happen. • Don’t give up. Get creative! • Set aside time to go after the resources you need Objective Timeframe Responsibility Budget Marketing/ Communications Budgeting Preliminary steps: • Decide on your project • Develop a clear picture of what you will be doing and why it’s important (what is the impact ) • Brainstorm a list of everything you will need to carry out the project • Figure out what you already have, what can be donated, and what you will need to pay for • Plan enough time to solicit in-kind donations Objective Timeframe Responsibility Budget Marketing/ Communications Budget Categories • Room rental • Equipment • Materials or supplies • Staff wages – Printing or copying • Recognition items • Transportation • Entertainment • Refreshments Objective Timeframe Responsibility Budget Marketing/ Communications Budgeting Planning your budget: Research costs – Online – At stores – Ask friends and colleagues • Estimate what you will spend • Create a spreadsheet • Update document during and after project is over Objective Timeframe Responsibility Budget Marketing/ Communications Fundraising • Prepare your rationale and budget • Tell your story – Use media if possible (photos, videos) – Make the case! – Practice your story on friends and family • Choose your fundraising methods – – – – Solicit individuals or businesses Hold an event Sell a product Apply for a grant Objective Timeframe Responsibility Budget Marketing/ Communications Fundraising Tips to increase your impact • Ask someone to match the money you raise • Beware of time consuming events • Learn about other successful fundraisers and copy them • Follow the solicitation cycle Objective Timeframe Responsibility Budget Marketing/ Communications Fundraising: Solicitation Cycle Fundraising: Solicitation Cycle • Identify your prospective donors • Do some research – What other causes do they give to? – Who are they friends with? • Use your information to identify possible connections Objective Timeframe Responsibility Budget Marketing/ Communications Fundraising: Solicitation Cycle Develop strategies: • Offer opportunities for prospective donors to become familiar with your cause via: – Correspondence (phone, e-mail, mail) – Events • Ask current Red Cross donors for advice and/or connections Objective Timeframe Responsibility Budget Marketing/ Communications Fundraising: Solicitation Cycle • Ask for the gift • Thank the donor(s) • Recognize him or her publicly if appropriate • Keep in touch: update the donor on your progress/results Objective Timeframe Responsibility Budget Marketing/ Communications Fundraising: Getting Started • Solicitation – – – – • Events Make a list of prospects – Brainstorm ideas Prepare your pitch – Create high visibility Make phone calls or set up meetings Always follow up Objective Timeframe Responsibility Budget Marketing/ Communications Fundraising: Getting Started • Products • Grants – Brainstorm ideas – Research costs – Research community agencies • Business association, Kiwanis, etc. – Look online • www.ysa.org Objective Timeframe Responsibility Budget Marketing/ Communications Fundraising: Resources • Red Cross volunteers and employees – Board members – Development staff – Chapter CEO – Your fellow youth volunteers • Friends with fundraising experience • Internet – Youth Service America, Youth Venture, Do Something Objective Timeframe Responsibility Budget Marketing/ Communications Example: NYI 2008 • Expenses • Revenue – Logistics – Training & Conference Materials – Events Objective Timeframe Responsibility – Grants : State Farm – NYI Registration Fee $75 Budget Marketing/ Communications Group Activity: Design the budget for your initiative Communicating, Marketing and Branding Your Plan Objective Timeframe Responsibility Budget Marketing/ Communications Communication Strategy At a Glance Know Your Stakeholders ID Your Target Audiences Build a communications strategy Apply the Red Cross Brand Customize your message Know Your Stakeholders Youth coordinator Community members Board members Volunteers You Prep. director Action Plan Local businesses Identify Your Target Audiences Core Targets (Ex. middle schoolers, youth volunteers) Sub-Targets (Ex. Teachers, chapter preparedness volunteers, board members) Future Targets (Ex. elementary school students, school district administrators) Customize Your Message • Know your target groups’ wants and needs • Use the right language • Use what you have Build a Communications Strategy Web • E-mail • Website • Facebook/Myspace • Blog • YouTube Print • Posters • Flyers • Leaflets • Newspaper ads (Free) Media • Press release • Letter to the editor • TV • Community newspapers People • Presentations • Chapter staff/volunteers • Chapter board members • Partners • Businesses • Local elected officials Apply the Red Cross Brand • Brand – tells people what an organization is and what benefits it delivers – The American Red Cross helps people prevent, prepare for and respond to emergencies (mission) – We help people perform extraordinary acts in emergency situations Source: American Red Cross Brand Standards Guide Apply the Red Cross Brand • Use our logo consistently • Refer to the Brand Standards Guide Source: American Red Cross Brand Standards Guide – Go to http://www.redcross.org/email/logos/sig.asp to download the correct Red Cross logos Summary • • • • • Know Your Stakeholders ID Your Target Audiences Customize your message Build a communications strategy Apply the Red Cross Brand Objective Timeframe Responsibility Budget Marketing/ Communications Example: NYI 2008 • Building Visibility for NYI 2008 • Marketing strategy for NYI 2008 – Online – Print – People Objective Timeframe Responsibility Budget Marketing/ Communications Group Activity Design the communication strategy for your initiative Show us your Action Plan! Questions? • [Insert contact info here]