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PR Case Studies
May Fourth Task Force

Nana Battah, Jeff Karman, Bethany Johnson,

Stacy Schworer and Abby Bradford

EXECUTIVE SUMMARY
In 1975, the Kent State University administration stopped its sponsorship and support of
the annual commemoration programs held on May 4, saying they were no longer needed. That
same year, the May 4 Task Force was founded by Kent State students. The purpose of the M4TF
has been to raise the level of awareness of students, faculty, and the general public about the May
1970 shootings and the history of subsequent related events.
The May 4 Task Force is inviting alumni, current KSU students, and others to join in the
May 4, 1970 commemoration ceremony to share their experiences and views. The event will start
at noon Friday, May 4, 2012, in the parking lot between Taylor Hall and Prentice Hall.
The M4TF must generate involvement among KSU students and community residents, a
difficult task considering those publics awareness and perceptions of the organization are
unacceptably low. An overall lack of organization is the task forces major deficiency, which is
compounded by the lack of active participants in the organization.
This years M4TF objectives are:
A. To generate enough publicity by using social media to increase participation and
attendance by 15 percent in the community and 20 percent of Kent State University
students for this year.
B. To recruit at least 10 KSU students to join the M4TF within the next school year.
C. To double attendance at the 42 annual May 4 Commemoration Ceremony this year.
D. To gain 25 percent more donations outside of the universitys contributions for this
years event.

The M4TF strategies per objective include generating enough publicity by using social
media to increase participation and attendance by 15 percent in the community and 20 percent of
Kent State students for this year. The task force will recruit at least 10 KSU students to join the
M4TF within the next school year and to increase attendance by 400 people at the annual May 4
Commemoration Ceremony. The M4TFs objective is to also gain 25 percent more donations
outside of the universitys contributions for this years event and plans to increase alumni
attendance by 5 percent and guarantee three alumni to speak at the May 4, 1970 commemoration.
The M4TF tactics to complete our strategies include developing a website page and blog
and regularly updating the M4TF Facebook and Twitter pages. Using face-to-face communication
to spread awareness, and to create fliers, posters and brochures that will be spread all over campus
and the community to gain knowledge of the May 4 event. The M4TF will also create a biannual
newsletter that will be sent out to previous attendees of the May 4, 1970 commemoration.
The M4TF is allocated 2,000 for publicizing the May 4 commemoration event this year,
the money was then split into five categories: campus awareness, community awareness, alumni
involvement, organization expenses/volunteers and evaluation.
The M4TF will evaluate the success of the strategies per objective by checking the sign-up
sheet at the May 4 commemoration event, which will measure participation and attendance. The
M4TF will also check the weekly sign-up sheet at each Thursday meeting that will show if the
M4TF successfully gained 10 KSU student members. The task force will also routinely check the
donations link on the website and Facebook page, showing the amount of money donated daily.
By reviewing the list of speakers the M4TF will be able to determine if the group was able to
guarantee three alumni speakers at this years commemoration event.

TABLE OF CONTENTS
PHASE ONE.................5
I. Research activities............................. 5
A. Primary research................5
B. Secondary research............5
II. Situation analysis.......................6
A. Organization description...........6
B. Key issues and trends7
Involvement/Attendance ...8
Organization...8
Awareness..................9
III. Problem statement................................................9
IV. Key publics.................................10
V. Goals........................12
VI. Objectives.......................12

PHASE TWO.......................13
VII. Theme & key messages.............................................................13
VIII. Strategies & tactics per objective.13
IX. Budget16
A. Campus awareness...16
B. Alumni involvement17
C. Community awareness.18
D. Evaluation....19
E. Organizational expenses/Volunteers20
X. Schedule..21
XI. Evaluation..22

PHASE ONE
I. Research activities
A. Primary Research
1. Attended May 4 Task Force meetings to learn about the organization and its
upcoming events.

Meeting at 7 p.m. Feb. 9.

Meeting at 7 p.m. Feb. 23.

2. Conducted face-to-face interviews with the M4TF members to pinpoint

problems and opportunities facing the organization.

Met with M4TF President Jessica Denton

Met with M4TF Faculty advisor Idris Kabir Syed

3. Made multiple visits to the May 4 Visitor Center to expand knowledge and
research on the May 4 1970 shootings.
4. Facilitated an informal verbal survey to measure awareness of M4TF

Asked random KSU students/community members

Most of the people asked did not know about the organization

B. Secondary Research
1. Visited group Web site (http://www.m4tf.org/) for general information and
meeting times.
2. Reviewed the content of the organizations brochures, itinerary, and website to
gather information and determine overall usefulness and clarity.
3. Read through the organizations social media pages on Twitter and Facebook.
4. Explored Kent Link Library research databases to find scholarly journal articles
about May 4, 1970, events.

Lojowsky, Mac. "Kent State Thirty Years Later." Humanist 60.4 (2000):
9.
Barbato, Carole A. "'Embracing Their Memories': Accounts of Loss and
May 4, 1970." Journal of Loss & Trauma 8.2 (2003): 73-98.
Lojowsky, Mac. "Kent State Thirty Years Later."Humanist 60.4 (2000): 9.

Ferrell, Thomas H. The Fourth of May: Killings and Coverups at Kent

State/To Heal Kent State: A Memorial Meditation (Book). Library
Journal, v. 115 issue 8, 1990, p. 98-98.

5. Read books about the May 4 1970 events.

Caputo, Philip. 13 Seconds: A Look Back at the Kent State Shootings.

New York: Chamberlain Bros., 2005. Print.
Grant, Ed, and Mike Hill. I Was There: What Really Went on at Kent
State. Lima, OH: C.S.S. Pub., 1974. Print.
Gordon, William A. Four Dead in Ohio: Was There a Conspiracy at Kent
State? Laguna Hills, CA: North Ridge, 1995. Print.

6. Visited the May 4 Visitor Center Web site (http://www.kent.edu/may4/) to

explore university resources and the Department of Collections and Archives.

II. Situation analysis

A. Organization description
On May 4, 1970, Kent State University was placed in an international spotlight after a
tragic end to a student demonstration against the Vietnam War and the National Guard. Shortly
after noon on that Monday, 13 seconds of gunfire by a contingent of 28 Ohio National
Guardsmen left four students dead, one permanently paralyzed, and eight others wounded.
In 1975, the Kent State University administration stopped its sponsorship and support of
the annual commemoration programs held on May 4, saying they were no longer needed. That
same year, the May 4 Task Force was founded by Kent State students.
M4TF felt that the truth about what happened in May of 1970 had yet to be told and that
the lessons to be learned from the tragedy should be part of a continuous and living history.
Since 1975, the purpose of the M4TF has been to raise the level of awareness of students,
faculty, and the general public about the May 1970 shootings and the history of subsequent

related events. The May 1970 shootings helped define an era of anti-war activism and offered an
alternative view toward Americas role in world events.
Organization Goals

M4TF seeks to support the families of the 1970 KSU victims in an ongoing quest
for truth and justice and to attain proper memorial tribute to our fallen fellow
students Allison Krause, Jeffrey Miller, Sandra Scheuer, and William Schroeder.

M4TF is an educational/activist student organization seeking to raise awareness

regarding misunderstood truths about the Kent State tragedy of May 4, 1970.

M4TF seeks to link our educational efforts at KSU to promote understanding of

similar American campus tragedies that occurred at Jackson State University and
elsewhere between 1968 and 1972.

M4TF encourages non-violent conflict resolution as a meaningful legacy of the

Kent State tragedy of 1970.

M4TF promotes understanding about the importance of recognizing and

maintaining the tradition of KSU student activism and promoting positive social
change.

Notable Facts

The May 4 Task Force has been a registered student organization at Kent State
University since October 30, 1975.

M4TF effectively convinced KSU administrators to recognize May 4 as a day of

solemn observance without classes on May 4 during commemoration events.

On May 4, 1997, over 10,000 people (the largest May 4 attendance ever) heard
Crosby, Stills and Nash perform their song Ohio at KSU for the first time ever.

After the May 4, 1998, commemoration, noted Vietnam veteran Ron Kovic, led
M4TF students and others who marched to the KSU library to demand the end of
vehicles parking where our 1970 martyrs were killed in the Prentice Hall parking
lot.

B. Key issues and trends

Involvement/Attendance

-The number of members in the M4TF is relatively small. There are approximately 70
registered members but only 12 members are involved and attend the meetings. The
organization has a lot on its hands because the May 4 tragedy is known worldwide. The
worldwide recognition of the event makes proper commemoration activities by M4TF
important; this task can be daunting with such small numbers.

Organization

Contacting speakers and musicians has been a continuing challenge for the M4TF over
the years. M4TF has had difficulties maintaining relationships with speakers and
musicians due to lack of organization. The M4TFs problems with organization mainly
stem from inadequate time management. These weaknesses need to be fixed in order to
provide a successful commemoration ceremony each year.

The organization is currently blocked by the school from raising money to finish the May
4 memorial on the Kent State campus because the M4TF is a completely separate
institution from the memorial.

M4TF is not associated with the Visitors Center or Kent State University President
Lestor Lefton.

Awareness

One of the main issues of the M4TF is awareness. Students are unaware of the existence
of the task force itself and the commemoration events and the memorial services on

May 4. Another issue that the M4TF struggles with is publicizing the event and
promotion. The M4TF is not properly reaching out to other Kent State students and key
publics.
-

The M4TF has a preconceived negative image that the force is made up of hippies,
communists, and rebel protestors. This preconceived notion steers people away from
joining the organization.

People are misinformed of what goes on during the M4TF meetings and are under the
impression that the only topic discussed at the meetings is the May 4 event itself.

III. Problem statement

The M4TF must generate involvement among KSU students and community residents, a mighty
task considering those publics awareness and perceptions of the organization are unacceptably
low. An overall lack of organization is the task forces major deficiency, which is compounded
by the lack of active participants in the organization.

IV. Key publics

A. Primary
1. Kent State Students - The May 4, 1970 tragedy is a part of Kent State Universitys history.
One of the purposes of the M4TF is to raise the level of awareness of students and involve
current KSU students. The organization has members of all ages but lacks in student
participation. The M4TF has a weak relationship with current Kent State students due to limited
awareness and knowledge of the Task Forces existence.

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2. Community Members - Kent State University is a large contributor to the surrounding

community. Community members can help by joining as members of the M4TF or participate in
the May 4 memorial activities. The M4TF also has a weak relationship with the surrounding
community because of the lack of involvement and reaching out.

3. KSU alumni - Kent State University alumni are an important public because they can give
insight on past commemoration ceremonies by providing ideas and feedback. Alumni can also be
speakers at the event. They also encourage future KSU generations to take an interest in May 4
and participate and increase awareness. This public is important because they are the main
participants in the May 4 memorial each year.

4. Kent State University - Although KSU stopped its sponsorship and support of the annual
commemoration programs held on May 4, the university can still help by promoting the
commemoration and encouraging student volunteers. Faculty members play a key role in
encouraging student involvement and creating interest in the event. The university is also the top
donor for the M4TF. The money comes from the Center for Student Involvement allocations,
which is funded by KSU students tuition.

B. Secondary
1. Donors - Donations help increase funds, which can be used to get more entertainment and
used for promotion purposes. The M4TF is in good standing with donors who are aware of the
event of 1970.

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2. Kent State University - The University can also be seen as a secondary public because it
influences the knowledge of the students. If the students were more educated on the tragedy of
May 4, the task force may have more student participants.

3. Kent State Clubs and Organizations - Networking with Kent State clubs and organizations will
increase awareness and involvement for the M4TF activities. The M4TF is trying to reach out to
other clubs and organization but hasnt been successful yet.

4. Media The mass media is considered a secondary public because media influences the
primary publics in both positive and negative ways. The secondary media outlets include local
newspapers such as Ravenna Record Courier, Akron Beacon Journal, and the Cleveland Plain
Dealer and the Daily Kent Stater.

V. Goals
A. To raise awareness regarding misunderstood truths about the Kent State tragedy of May 4,
1970.
B. To encourage student and community participation in May 4 commemoration memorials and
activities.
C. To promote understanding about the importance of recognizing and maintaining the tradition
of KSU student activism and endorsing positive social change.

VI. Objectives

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A. To generate enough publicity by using social media to increase participation and attendance
by 15 percent in the community and 20 percent of Kent State University students for this year.
B. To recruit at least 10 KSU students to join the M4TF within the next school year.
C. To double attendance at the 42 annual May 4 Commemoration Ceremony this year.
D. To gain 25 percent more donations outside of the universitys contributions for this years
event.

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PHASE TWO
Formal Research Recommendations
We recommend that the M4TF conduct a communication audit to determine the
successes and failures of the task force since 1975.
We advise that the M4TF conduct focus groups to gain feedback concerning the
commemoration events.
We suggest that the M4TF conduct a poll with key publics to determine what media
outlet they heard about the upcoming event.
We also propose that the M4TF send out a random survey to attendees of the
remembrance ceremonies to gather general feedback about the event.

VII. Theme & key messages

A. Theme
This years commemoration theme is Dont Give up the Fight, recognizing the
tradition of KSU student activism and the promoting of positive social change.
Key Messages
1. The commemoration is an opportunity for KSU students and the community to
gather and reflect on the tragedy and adapt the lessons learned to current events.
2. An opportunity for current Kent State students, alumni, and community
members to share their experiences and views of the May 4, 1970 tragedy.
3. The commemoration is a friendly atmosphere that includes speakers,
musicians, and other activities that are designed to encourage participation and
inspire non-violent activism.

VIII. Strategies & Tactics per objective

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A. To generate enough publicity by using social media to increase participation and

attendance by 15 percent in the community and 20 percent of Kent State students
for this year.
1. Facebook

Regularly update the M4TF Facebook page with upcoming events,

meeting times, and updated current organizational information.
Post videos from previous events to create enthusiasm about this years
commemoration activities.

2. Twitter

Frequently update Twitter messages with links to tentative itineraries,

press releases, and announcements.
By consistently staying active on Twitter the M4TF will utilize this social
media tool to connect with followers and answer any questions and
concerns.

3. Blogs

By creating an official blog, the M4TF will have an opportunity to create

an informal discussion about a variety of topics and share the knowledge
of the May 4 event.
The blog will give the M4TF insight on past commemoration activities
by providing ideas and feedback.

B. To recruit at least 10 KSU students to join the M4TF within the next school year.
1. In order to recruit KSU students to join the M4TF, the organization needs to
gain campus awareness.

M4TF meeting times need to be included in the online KSU Life Event
Calendar.
The M4TF needs to create flyers, brochures, and posters to place around
campus to generate awareness of the organization.
The M4TF needs to network with other campus organizations to create
publicity.
Representatives of the M4TF need to initiate face-to-face communication
in order to spread awareness of events and meeting times.

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C. To increase attendance by 400 people at the annual May 4 Commemoration

Ceremony this year.
1. Create a news release to put in the Daily Kent Stater and local newspapers such
as the Ravenna Record Courier, Akron Beacon Journal, and the Cleveland Plain
Dealer.
2. Create fact sheets about the M4TF organization, the annual May 4
commemoration, and the silent candle light vigil for the M4TF website, Kent
Wired, The Burr, and other news outlets.
3. Put up flyers and handout brochures at businesses throughout the community.
4. M4TF representatives need to visit other surrounding universities to inform
them about the upcoming events.

D. To gain 25 percent more donations outside of the universitys contributions for

this years event.
1. Last year the M4TF received approximately $3,000 from donors outside of the
KSU allocations money.

This year the goal is to gain $3,750 through outside donations giving us an
increase of 25 percent from last year.
o To achieve this, the M4TF will communicate with local
communities, previous donors, and alumni to ask for donations.
o M4TF representatives will visit local businesses to promote the
upcoming event and see if these businesses are willing to donate.
o The M4TF needs to add a donations link to its website and
Facebook page.

E. Increase alumni attendance by 5 percent and guarantee three alumni to speak at

the May 4, 1970 commemoration.
1. The M4TF needs to contact alumni through various outlets such as: phone
calls, personalized letters, and the use of social media.

Through these various outlets the M4TF will publicize upcoming events
and encourage alumni involvement.

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2. Create a bi-annual newsletter aimed at alumni to keep them updated throughout

the year on any changes and upcoming events.

IX. Budget
A. Campus Awareness
1. Dollars ($200)

$50 for fliers to hand out around campus with information on the
organization.

$75 for posters to hang around campus to increase awareness.

$75 for brochures to hand out around campus in classrooms, other

organizations meetings and throughout the student center to create
awareness
TOTAL: $200 to be paid by M4TF

2. People

Recruit Graphic Design Major from Kent State to create brochures, fliers,
and posters. The student may work for free to gain nice portfolio pieces
and the experience of working on a public relations campaign.

Appoint five M4TF representatives to hand out fliers at the hub, in front of
the MAC, and other busy areas around the university.

Appoint four M4TF representatives to hang up posters around the student

center, dormitories, and on-campus buildings.

3. Resources

12 guaranteed dedicated members that will likely volunteer their time to

handing out the fliers.

The M4TF will utilize the KSU librarys printer and copiers to create the
posters and fliers.

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In the school of Visual Communication Design, the M4TF is hopeful that

one dedicated student will volunteer his or her time to create the flier, and
brochure designs.

B. Alumni Involvement
1. Dollars ($250)

$100 to buy stamps, envelopes, paper for printing the letters on, and
copying expenses.

$50 to hire someone to write the biannual newsletter that will go out to the
alumni throughout the year.

$50 for the paper, stamps, and envelopes to mail the biannual newsletters.

$50 to have someone create a website and maintain the M4TF social
media outlets, such as the group website, Facebook, Twitter, and blogs.
TOTAL: $250 to be paid by M4TF

2. People

A M4TF secretary will be in charge of purchasing the stamps, envelopes,

and paper to create the letter.

The M4TF will hire a JMC student from KSU to write the biannual
newsletter.

The M4TF will hire a VCD student from KSU to maintain the groups
social media outlets.

3. Resources

The M4TF will utilize the campus post office in the student center to
purchase stamps and envelopes and to mail out the letter and biannual
newsletters.

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The M4TF allocated money to purchase paper from an office supply store
and money for printing and copying expenses at KSU campus.

12 dedicated M4TF members will construct the letter and biannual

newsletter to prepare for mailing.

C. Community Awareness
1. Dollars ($500)

$250 will be used to create a news release that will be included in local
newspapers such as Ravenna Record Courier, Akron Beacon Journal, and
the Cleveland Plain Dealer, which the M4TF will use to purchase adspace.

$50 to hire a JMC student from KSU to create the news release to go into
the local newspapers and Kent Stater.

$50 to hire a VCD student to create flyers and brochures that will be handed out
to local businesses.

$150 the M4TF will use to create the fliers and brochures.

TOTAL: $500 to be paid by M4TF

2. People

The M4TF will hire a creative JMC student to enhance his or her profile
and create the news release.

The M4TF will hire a VCD student to create the Dont Give Up the
Fight flyers and brochures.

12 dedicated M4TF members will volunteer their time to distribute the

fliers and brochures to local businesses and visit other local Universities to
invite students to the May 4 commemoration event.

3. Resources

The M4TF will utilize the local newspapers to place the news release
about the upcoming Dont Gove Up the Fight May 4, commemoration.

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The M4TF will get the paper supplies for the brochures and fliers from
local paper supply stores.

Along with the hired JMC and VCD students from KSU the M4TF 12
dedicated members will devote time in to creating and handing out fliers
and brochures to gain awareness.

D. Evaluation
1. Dollars ($700)

$300 will be allocated to paying a public relations student to do media

monitoring to measure the effectiveness of the print ads as well as all
social media activities.

$200 will go toward creating and conducting surveys after the event to
measure the overall success of the commemoration ceremony.

$200 will be used to organize and perform focus groups among KSU
students and community members to measure the success of the
commemoration programs as well as the publicity generated.
TOTAL: $700 will be paid by the M4TF.

2. People

The M4TF will hire a skilled PR student looking for experience in

media monitoring.

The M4TF will hire two KSU students to email community members
as well as KSU students who attended the ceremony asking them to fill
out an online survey.

The M4TF will hire two marketing students to conduct the focus
groups and evaluate the results.

3. Resources

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The M4TF will utilize Kent States outstanding JMC program and find
an experienced PR student.

The task force will take advantage of the many students at KSU and
hire two students looking to make some extra money to hand out
surveys.

The M4TF will hire two marketing students from the KSU College of
Business and Administration.

E. Organizational expenses/Volunteers
1. Dollars ($425)

$150 will be allocated by the M4TF to purchase refreshments and

snacks for volunteers during event preparation and the event itself.

$50 the M4TF will use to buy refreshments for all the speakers and
musicians at the May 4 commemoration.

$200 the M4TF will use create T-shirts with Dont Give up the
Fight theme on the front to volunteers and speakers and
musicians. The leftover T-shirts will be sold at the event.
TOTAL: $425 will be paid by M4TF

2. People

The M4TFs president and vice president will purchase snacks and
refreshments for the volunteers, musicians, and speakers at a local
convenience store.

The M4TF members will have a T-shirt design contest and the
winning design will be displayed on the t-shirt for the May 4,
commemoration.

The M4TF will have a local company create T-shirts that feature
the theme Dont Give up the Fight as a logo.

3. Resources

The M4TF will go to a local convenience store for the

refreshments and snacks.

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The M4TF will go to a local t-shirt company to have the May 4, Tshirts created.

X. Schedule
A. April 2012
1. Make sure all speakers and musicians are committed to the May 4,
commemoration date.
2. Update social media outlets such as the group website, Facebook, Twitter and
blogs.

3. Create awareness for the M4Tf through fliers, brochures, posters and face-toface communication to gain members.
4.

Create news release that will go in local newspapers and the Daily Kent
Stater.

5.

Create a fact sheet about the M4TF organization, the annual May 4
commemoration, and the silent candle light vigil for the M4TF website, Kent
Wired, The Burr, and other news outlets.

6. M4TF members will put up fliers and handout brochures to local businesses
throughout the community.
7. M4TF will send representatives to visit surrounding universities to inform the
about the May 4, commemoration event.
8. The M4TF will create the letter that will be sent out to past alumni inviting
them to the May 4 commemoration event and contact the alumni through
phone calls and the use of social media.
9. Deadline for the t-shirt design will be at the end of April and will be sent to
the local t-shirt design company.
B. May 2012

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1. The M4TF needs to purchase refreshments and snacks for volunteers, speakers,
and musicians for the preparation week up until the event and the actual May 4,
commemoration.
2. The M4TF will give a last minute reminder phone call to speakers and
musicians for the May 4 commemoration.
3. The M4TF needs to finalize preparation for the Candle Light Vigil on May 3.
4. On the day of the commemoration, the M4TF needs to finish setting up for the
event.
5. The M4TF needs to include a sign-up sheet for the event attendees to contact
them after the event for further evaluation.
6. The M4TF needs to create an online survey for attendees.
7. Organize and conduct multiple focus groups to evaluate the event and the
organization as a whole.
XI. Evaluation
A. Awareness
1. Did the M4TF generate enough publicity by using social media to increase

participation and attendance by 15 percent in the community, and 20 percent of

Kent State students for this year and did the attendance increase by 400 people?
Also did the M4TF increase alumni attendance by 5 percent?

The sign-up sheet at the May 4 commemoration event will measure

participation.

B. Involvement
1. Did the M4TF recruit at least 10 KSU students to join the M4TF within the
next school year?

The sign-up sheet at each Thursday meeting will show if the M4TF
successfully gained 10 KSU student members.

C. Donations
1. To gain 25 percent more donations outside of the universitys contributions

for this years event.

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Measured by the donations link on the M4TFs website and by

reviewing the money recorded by the treasurer.

D. Speakers
1. Did the M4TF guarantee three alumni to speak at the May 4, 1970
commemoration?

By reviewing the list of speakers.