Final Book

Athens-Clarke
Literacy Council
Public Relations Campaign
Elizabeth Harper, Jessie Powell,
Debbie Feldman, Maria Martinez,
Hallie Parks, Jeanie Donaldson, Lauren
Sellers, Brittnee Jones, Tasia Burroughs,
Allie Amato, Kelli Patel
Public Relations Campaigns
ADPR 5950/7950
Dr. Carolina Acosta-Alzuru
Fall 2014
1
Table of Contents
Situation Analysis
Goals, Objectives, Tactics
Goal 1: Strengthen internal organization and communication
Objective 1: Establish new board structure and board member accountability system
by May 2015.
Tactic 1: Restructure the Board of Directors.
Tactic 2: Create a new member information packet
Tactic 3: Introduce board member contract by January 2015
Tactic 4: Complete bi-annual progress reviews with the board members.
Objective 2: Recruit four new board members by February 2015.
Tactic 1: Have the board members attend community networking events to form
relationships with influential community members.
Tactic 2: Reach out to local business owners, Athens Chamber of Commerce members
and financial specialists to recruit new board members.
Objective 3: Establish new internal communication infrastructure by February 2015.
Tactic 1: Establish internship program with UGA students
Tactic 2: Create a suggestion box to be set out at each event and meeting
Tactic 3: Establish internal communication mechanisms such as Listservs of donors and
volunteers.
Goal 2: Increase awareness of the ACLC and literacy
Objective 1: Create a brand for the ACLC by February 2015.
Tactic 1: Implement a cohesive definition of literacy for the Council to use exclusively.
Tactic 2: Implement a 10 second elevator pitch
Tactic 3: Implement the new slogan
Tactic 4: Redesign the website
Tactic 5: Create a style guide for consistent branding
Tactic 6: Create marketing materials to be disseminated to program participants.
Objective 2: Increase social media presence by 50 percent by July 2015.
Tactic 1: Social Media Engagement Plan
Objective 3: Increase ACLC advertising by 10 percent by June 2015.
Tactic 1: Post fliers with information of ACLC to place on community boards.
Tactic 2: Advertise through Athens-Clarke County public library system.
Tactic 3: Create a video of Athens citizens defining literacy to show literacy awareness
efforts in the community
Objective 4: Increase community networking and two-way communication between
supporting organizations by 25 percent by June 2015.
Tactic 1: Host a town hall meeting once every other month
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9-10
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15
16-18
19-20
21-22
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24-25
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27
28-29
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31
33
34
35
36
37
38-43
44-47
48-63
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65-70
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78-80
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Table of Contents
Goal 3: Increase Volunteer Involvement
81
Objective 1: Increase direct outreach to current volunteers by 10 percent by April 2015.
82
Tactic 1: Send personal invitations to fundraising events.
83
Tactic 2: Develop appreciation materials to be sent to volunteers after events.
84
Objective 2: Increase the number of UGA student volunteers by 20 percent by July
85
2015.
Tactic 1: Create a relationship/partnership with Volunteer UGA.
86
Tactic 2: Attend UGA Volunteer Fair to recruit student volunteers.
87
Tactic 3: Survey volunteers as a follow up to their service in order to measure the
88
relationship between volunteers and the ACLC.
Objective 3: Increase community volunteers by 20 percent by August 2015.
89
Tactic 1: Reach out to PTA and PTO members from Athens-Clarke County public
90-93
schools.
Goal 4: Strengthen Fundraising Strategy
95
Objective 1: Increase amount of monetary donations by 15 percent by July 2015.
96
Tactic 1: Host an annual Wheel of Fortune fundraising dinner beginning in January 2016. 97-101
Tactic 2: Update Spelling Bee event to encourage volunteering among participants.
102
Tactic 3: Participate in National Adult Education and Family Literacy Week.
103-104
Tactic 4: Partner with local businesses to host percentage nights.
105
Tactic 5: Make each board member responsible for a set amount of fundraising.
106
Tactic 6: Send donation appeal letters packaged with newsletters.
107-108
Tactic 7: Create sponsorship levels for individuals and companies.
109-110
Objective 2: Increase direct outreach to current donors by 10 percent by May 2015.
111
Tactic 1: Send hand-written thank you notes for donating.
112
Tactic 2: Send personal invitations to fundraising.
113
Evaluation
114-115
Budget
116-118
G.A.N.T.T Chart
119
Reserach Appendix
121-129
Surveys
130-149
Situation Analysis 1
Situation Analysis
The Athens-Clarke Literacy Council (ACLC) faces the challenge of raising literacy
awareness in Athens-Clarke County due to a lack of funding for promotion. While the
Council does not offer direct services to those in need of literacy programs, they connect
Athens citizens to programs tailored to their specific needs. Currently, the community is
unable to properly utilize ACLCs services as most are unaware they exist.
The Council seeks to raise awareness of the economic and social benefits of literacy and
higher education in the Athens community. Illiteracy creates socioeconomic disparities,
contributes to cyclical poverty, influences voter turnout and even creates self-esteem
battles. However, many are unaware of the magnitude of illiteracy in Athens. ACLC faces
challenges in raising literacy awareness in Athens in addition to promoting the Council and
their services to the community.
History of the Council
The first American Literacy Council began in Chicago, Ill. on December 2, 1911. Since then,
literacy councils have formed across the country with the mission to support postsecondary education, learning opportunities and strong literacy skills within their
communities. Founded in 1993, the ACLC has since promoted and supported adult learning
opportunities in the Athens community. Their purpose is to publicize the nature and extent
of illiteracy in the area, raise funds to support individual learners and key non-profit
partners and coordinate services among providers in the county, state and national
agencies.
The organization acts as an umbrella organization for literacy program providers in the
Athens community and is administered by the Technical College System of Georgia. The
Council currently has 11 board members and hold various community events to increase
literacy awareness and raise funds for both learners and providers.
Athens currently has 11,000 adults who do not have a high school diploma or a GED
equivalent. Poverty is directly linked to education and Athens-Clarke County is one of the
poorest counties in the state of Georgia. According to the United States Census Bureau,
34.9 percent of the people living in Athens-Clarke County earn an income below the
poverty line. The ACLC attempts to combat illiteracy so that the county can progress. The
Council recognizes the link between education and poverty and strives to find ways to
educate the public on the benefits of a more educated population.
Opportunities, Obstacles and Threats
The following opportunities, obstacles and threats have been identified for the ACLC. The
Council has the opportunity to raise literacy awareness in Athens-Clarke County while
also providing an increased understanding of the services they provide to those in search
of literacy programs. Through a targeted communications campaign, the ACLC can bring
awareness of how illiteracy can impact the community as well as individuals and their
family.
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Possible opportunities include strategic partnerships with local businesses, literacy
programs, schools, public libraries, etc. as well as programs and initiatives within
organizations with lower income employees, e.g. hospitals, UGA, the Classic Center and
Athens Tech. This campaign will also provide the ACLC with the opportunity to engage in
the community, specifically through community outreach, special events and increased
visibility.
The obstacles for the Council fall under lack of awareness and funding. The ACLC,
compared to other Athens-based non-profit organizations, is not well-known. Their past
efforts are a bit ambiguous in that they are a self-proclaimed umbrella organization and do
not personally offer any classes, but rather connect citizens in need with the proper
organizations and programs. It is essential to first define the organization and the services
they offer before beginning any campaign dissemination.
Additionally, the word literacy is often misunderstood by the general public, leading to
increased confusion of what it is the Council actually does. This misunderstanding could
potentially stunt support, both with volunteers and funding. Therefore, it is also essential
that literacy be explicitly defined for both the benefit of the public and the Council.
Finally, threats to the ACLC include a lack of funds, being overlooked by more prevalent
non-profit organizations, a lack of support from the Athens community, a misunderstanding
of their purpose and need within the community and, ultimately, being bypassed as
unnecessary. It should also be noted that the lack of internal organization within ACLC
could pose a threat to the Council.
The Organization: Strengths
The ACLC acts as an umbrella organization in order to refer, support and promote other
organizations that are directly involved in improving literacy in the Athens-Clarke area. The
ACLC specializes in helping community members connect with the appropriate literacy
programs. The ACLC especially serves organizations that offer GED classes and ESL
classes for adults hoping to further their education. Action Ministries, Casa de Amistad,
Athens Technical College and International Friends are just a few of the organizations that
partner with the Council.
The ACLCs goal is to engage with community members, regardless of socioeconomic
status or education level. For the purpose of educating Athens-Clarke citizens about the
ACLC, there are two types of audiences: (1) those who are literate and can help the
organization through volunteerism and/or financial contributions and (2) those who are not
literate and are in need of a service the ACLC provides, but may not know that the
organization exists.
The ACLC has established itself as a credible source of information and connections from
Athens locals seeking literacy to organizations that can provide services. While the Council
needs help in promoting themselves and establishing a consistent image, there are several
strengths the organization possesses from which to build that brand:
- Connections: The ACLC has preexisting connections wtih many Athens area
organizations, which provide services like GED tutoring and ESL classes. Partners
include Action Ministries, Casa de Amistad, Day Reporting Center, Books for Keeps,
Athens Tech, First Baptist Church and FLiP Athens. With a variety of partnerships,
the ACLC is able to provide specially catered information for individuals seeking
services. The presence of these connections also shows credibility for the Council,
allowing them to continue the expansion of their network and increase the services
to which they can provide access.
- Niche Services: The ACLC acts as a directory of literacy-related organizations for
people seeking help in these areas. Without going directly to the source, there is no
other Athens-Clarke County based organization that unites and directs services to
a variety of organizations intended to promote and increase literacy. This makes the
program unique and removes potential interference from competition.
- Established events: The Council has two events every year that have successfully
generated enough funding for the Council to continue running. The annual Spelling
Bee and Scrabble Tournament have moderate attendance. The consistent presence
of these events provides a relatively reliable source of annual funds.
- Pre-existing Online Presence: The ACLC currently has a website and a Facebook
page. The Facebook page already has 301 likes. These are a good jumping off point
to use for increasing interaction with publics and providing easy access to
information for those seeking connections.
- CLCP Certification: The ACLC is one of 62 programs recognized as a Certified
Literate Community Program (CLCP) of Georgia by the Technical College System of
Georgia and the Georgia Council on Adult Literacy. This certification lends credibility
to the organization.
- Consistent donations from local businesses: The Council receives donations from
small, local businesses on a regular basis. These donations are either monetary or in
the form of donated goods and services for the silent auction at the Spelling Bee.
Local businesses have been enthusiastic and generous with donations in the past.
The Organization: Weaknesses
Although it doesnt directly provide literacy services, the ACLC refers community members
to the appropriate organization that offers the specific services needed. It is important,
however, to identify the weaknesses of the ACLC in order to help the organization grow.
Below is a list of weaknesses identified for the Council:
- Lack of significant online presence: As a nonprofit organization, it is important to
not only publicize your efforts on a website, but also throughout various social media
outlets. Although the ACLC has a Facebook page, it is vital to update it consistently
in order to engage and educate the followers of your brand. A major purpose for the
ACLC is to publicize the nature and extent of illiteracy among adults and the benefits the community will receive from a reduced level of adult illiteracy. Therefore, it is
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important to keep followers updated on the services provided by and efforts of the
ACLC.
- Marketing budget: As a nonprofit organization, it is difficult to allocate a sufficient
marketing budget. As an organization whose main focus is to educate the Athens
community about illiteracy among adults, it is essential the public is knowledgeable
of the organization and their services. A lack of budget for marketing can greatly
affect the organizations ability to reach their target market.
- Branding: Having a recognizable brand is also important for any organization.
Currently, the ACLC does not have an established, recognizable brand. Therefore, a
brand must be established so that the community can become more aware of their
services, which will in turn increase ACLCs credibility within the community.
- No direct services: A particular weakness, which has not really been explored by the
Council, is the possibility of offering direct services. Currently, ACLC functions as an
umbrella organization that refers Athens citizens to the appropriate literacy
programs. It may be beneficial for the ACLC to set up a few basic services of their
own in order to help with their mission to promote and support learning
opportunities for adult residents. Additionally, provided direct services will make the
ACLC eligible for more grant funding.
- Lack of corporate sponsorship: A major weakness, which if improved could
greatly expand the organizations marketing and fundraising efforts, is the lack of
current corporate involvement and sponsorship. In order for a nonprofit to grow and
succeed, the involvement of donors and corporate entities is necessary.
- Fundraising efforts: Currently, the ACLC only has two main fundraising eventsthe
Scrabble Tournament and the Spelling Bee. It is important for the ACLC to increase
the number of fundraising events in order to not only raise funds for marketing and
operational needs, but also to raise literacy awareness.
- Limited funding: Due to the fact that ACLC does not provide direct services, the
Council is unable to apply for and receive a lot of grants and funding is, therefore,
limited.
- Board member involvement: In the client briefing with the ACLC, they expressed
there is very little board member involvement. This is an important weakness to acknowledge since the board members are the backbone of an organization. Having
engaged board members allows an organization to achieve its strategic goals, which
is why they are so vital to a nonprofit organization such as ACLC.
The Organization: Supporters and Competitors
The following organizations support and/or partner with ACLC: Books for Keeps, We
Reads, Learning Ally, Library, Community Development fund, Goodwill, Athens Tech,
Athens Latino Center for Education and Services, Casa de Amistad, JJ Harris Elementary,
Pinewoods Library Learning Center, Action Ministries, Gaines Elementary, READ Athens and
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Spelling Bees. In addition, ACLC is sponsored by Georgia United, The Light WXAG 1470 AM,
Fairway Outdoor Advertising and Katharyn and Mark Richt.
Due to the nature of the organization, it is difficult to define organizations that oppose
ACLC. However, three key groups pose potential threats. The first group that oppose
the mission of the ACLC are illiterate Athens residents who do not care or understand the
importance of literacy and higher education. It is clear that many people in the Athens
community would benefit from learning opportunities and support, but many might not
see that as a valuable life change. The ACLC works to publicize the extent of illiteracy in the
Athens area and the highlight the positive effects of becoming better educated. However,
those in need of support might be apprehensive about this lifestyle change and ignore the
messages that their life could be greatly improved by making these changes.
The second audience that could oppose the ACLC are literate Athens residents who do
not care or understand the importance of supporting literacy and higher education in the
community. Many people who are literate, educated and content with their lifestyle might
not see a value in volunteering or supporting the Council because they cannot see, firsthand, the impact illiteracy has on the community.
Finally, competitive organizations that believe their causes are more just and in need of
money and support. Since there are many non-profit organizations in Athens competing for
volunteers and funding, some might not support the ACLCs mission as much because they
believe other organizations needs are greater.
In assessing the Councils competition, one organization stands out. For the past 30 years
Community Connection has been at the forefront of the community-wide effort to identify
and address needs in and around Athens-Clarke County. Community Connection works to
ensure that no need goes unmet in Athens. They pursue this mission in three ways: (1) 211
Information and Referral Hotline, (2) HandsOn Northeast Georgia and (3) non-profit development alliance. This organization has a broader focus than literacy but is the referral
hotline for all non-profits in Athens.
Concerning funding and donations, it can be argued that the ACLC will compete with all
the other non-profits in Athens in terms of standing out. There are over 160 non-profit
organizations in Athens with about 15-20 focusing on adult/family education and literacy.
Through the corresponding campaign, we hope to raise literacy awareness in the Athens
community as well as promote the Council and the services they offer. Based on the results
of the primary research, this campaign explains step-by-step what the Council should alter
both internally and externally to strengthen the organization and its brand. The campaign
addresses changes to internal communication structure, branding, fundraising techniques
and community outreach.
Goals, Objectives, Tactics

Below is the breakdown of goals, objectives and tactics throughout the campaign book.
This is a comprehensive list and should provide a valuable overview before getting started.
Goal 1: Strengthen internal organization and communication.

Objective 1: Establish new board structure and board member accountability system by
May 2015.
Tactic 1: Restructure the Board of Directors.
Tactic 2: Create a new member information packet.
Tactic 3: Introduce board member contract by January 2015.
Tactic 4: Complete bi-annual progress reviews with the board members.
Tactic 1: Have board members attend community networking events to form
relationships with influential community members.
Tactic 2: Reach out to local business owners, Athens Chamber of Commerce
members and financial specialists to recruit new board members.
Tactic 1: Establish internship program with UGA students.
Tactic 2: Create a suggestion box to be set out at each event and meeting.
Tactic 3: Establish internal communication mechanisms such as Listservs of donors
and volunteers.
Goal 2: Increase Awareness of the ACLC and Literacy
10

Tactic 1: Implement a cohesive definition of literacy for the Council to use exclusively.
Tactic 2: Implement a 10 second elevator pitch.
Tactic 3: Implement the new slogan.
Tactic 4: Redesign the website.
Tactic 5: Create a style guide for consistent branding.
Tactic 6: Create marketing materials to be disseminated to program participants.
Tactic 1: Create a social media engagement plan.
Tactic 1: Post fliers with information of ACLC to place on community boards.
Tactic 2: Advertise through Athens-Clarke County public library system.
Tactic 3: Create a video of Athens citizens defining literacy to show literacy
awareness efforts in the community.
supporting organizations by 25 percent by June 2015.
Tactic 1: Host a town hall meeting once every other month.
Goals, Objectives, Tactics continued

Goal 3: Increase Volunteer Involvement
Tactic 1: Send personal invitation emails to volunteers for fundraising events.
Tactic 2: Develop appreciation materials to be sent to volunteers after events.
Objective 2: Increase the number of UGA student volunteers by 20 percent by July 2015.
Tactic 1: Create a relationship/partnership with Volunteer UGA.
Tactic 2: Attend UGA Volunteer fair to recruit student volunteers.
Tactic 3: Survey volunteers as a follow up to their service.
Objective 3: Increase community volunteers by 20 percent by August 2015.
Tactic 1: Reach out to PTA and PTO members from Athens-Clarke County public
schools.
Goal 4: Strengthen Fundraising Strategy

Tactic 1: Host an annual Wheel of Fortune fundraising dinner beginning in January 2016.
Tactic 2: Update Spelling Bee event to encourage volunteering among participants.
Tactic 3: Participate in National Adult Education and Family Literacy Week.
Tactic 4: Partner with local businesses to host percentage nights.
Tactic 5: Set a fundraising dollar amount for each board member to obtain.
Tactic 6: Send donation appeal letters packaged with newsletters.
Tactic 7: Create sponsorship levels for individuals and companies.
Tactic 1: Send hand-written thank you notes for donating.
Tactic 2: Send personal invitations to fundraising events.
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12
1
goal
Strengthen internal organization and communication.
13
objective
Goal 1, Objective 1
Establish new board structure and board member

accountability system by May 2015.
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Goal 1 | Objective 1 | Tactic 1
tactic
Restructure
Restructure the Board of Directors.
The ACLCs Board of Directors should be restructured to
optimize productivity and board member involvement. By
restructuring, members will have more direct expectations and
responsibilities.
Currently, the Board has scholarship, program, publicity,
personnel, fundraising and executive committees. However,
board members are unevenly distributed across the
committees, and the structure could be improved.
There will now be scholarship, program, publicity,
personnel and fundraising committees with an overseeing
Executive Board.
Appoint one different member of the current board to head
each subcommittee. Subcommittee heads can be appointed by
Ms. Ritter or voted on during an upcoming meeting. The
subcommittee heads will direct their respective groups at
meetings and check in with group members to ensure their
duties are being completed. If needed, subcommittees can
meet separately as well.
These subcommittee heads will make up the new Executive
Board. This means that the Executive Board will be made up of
Ms. Ritter and five others who each see over one subcommittee.
Subcommittee heads will meet separately as the Executive
Board to stay up to date on the activities of the rest of the
board. They will present their subcommittees current activities
at meetings and offer suggestions and aid if necessary. This will,
ideally, create cohesion among the Councils board.
This tactic will cost $0 to implement.
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tactic
New Member Information Packets

Create a packet outlining the responsibilities of each
subcommittee so all board members are aware of their duties for
the upcoming 2015 year.
Subcommittee packets will include details about each
groups individual responsibilities. The packet should be
about 5 pages long in total, including duties like fundraising
expectations, the committees roles in upcoming events and
any other decisions and actions which the committees will
be held accountable for.
If there are new board members and/or if subcommittee
heads are new to their particular group, the information
packet will give them something to refer to during group
meetings.
This tactic will cost $0 to implement. An example packet is
on the next page.
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New Member Information Packets

In order to maximize the efficiency of the Athens-Clarke Literacy Council to provide the
best possible service to the Athens-Clarke County community, the board of the ACLC will
form five subcommittees: publicity, scholarship, program, personnel and fundraising. Each
committee will be led by one subcommittee head. These heads will form the new Executive
Board of the ACLC. The subcommittees will function as listed below.
This packet is suited for the 2015 year. Taking the existing board member packet into
consideration, the following descriptions and tasks concisely highlight the new vision for
the ACLC.
The Publicity Subcommittee
Members of the Publicity Committee will be tasked with upholding the image of the ACLC
through outlets such as social media and advertising.
Tasks include:
Managing the ACLCs Facebook page.
Post requests for volunteers and donations.
Promote events.
Updating the ACLCs website.
Manage the calendar with relevant upcoming events.
Under pages for ACLC events, put photos and blurbs from past events, including
Spelling Bee, Wheel of Fortune, etc.
Helping to create content for the ACLC newsletter, which features volunteer and board
members of the month.
The Scholarship Subcommittee
Members of the Scholarship Subcommittee will choose scholarship recipients and manage
the portion of the ACLCs funds that go directly to providing education to members of the
community in need.
Tasks include:
Reviewing applications for scholarships gathered from the website.
Working with the publicity subcommittee to advertise that the ACLC provides
scholarships.
Determining the number of scholarships that can be given in a particular year through
working with the Fundraising Subcommittee.
The Program Subcommittee
The Program Subcommittee will contact umbrella organizations under the ACLC when the
need arises. It will manage the relationship between the ACLC and its partner
organizations. The Program Subcommittee will also handle the organization of any internal
events and workshops.
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Tasks include:
Organizing workshops for ACLC board members and members of umbrella
organizations to learn about social media, etc.
Acquiring speakers for ACLC meetings.
Connecting individuals who contact the ACLC seeking services to the appropriate
umbrella organization.
Keeping an updated and current list of literacy services in the community complete
with contact information for leaders within these organizations.
Searching for new organizations to potentially add to the ACLCs umbrella and
contacting them to gauge interest.
The Personnel Subcommittee
The personnel subcommittee will be responsible for recruiting future board members as
well as volunteers for the Council.
Tasks include:
Organizing volunteer participation at ACLC events.
Contacting potential volunteers and past volunteers.
Distributing and collecting volunteer exit surveys following events.
Contacting potential board members and informing them about their responsibilities
as a potential board member.
The Fundraising Subcommittee
The Fundraising Subcommittee is tasked with raising the funds necessary to support the
ACLC and allow the ACLC to support the Athens-Clarke Community as a whole.
Tasks include:
Planning and organizing the ACLCs major fundraising events.
Working with board members to collect the $500 requirement each must fulfill (or
otherwise helping them organize a speaking opportunity).
Running book drives and supplementary events.
Managing and allocating any funds the ACLC has raised.
All board members, regardless of subcommittee, will be expected to help with major event
set up and execution.
This packet will provide each board member with duties specific to their subcommittee.
By having an executive board oversee the five subcommittees, the Council will improve
internal communication, and can thereby take a more focused approach to combating low
literacy rates in the community.
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tactic
Board Member Contracts

Introduce a board member contract during the January 15, 2015
board meeting so that members, both new and old, are aware of
their responsibilities and expectations when they join the board.
During a board meeting, introduce the idea of a board
member contract that must be signed and adhered to by
every member of the Council. Encourage feedback from
current board members on specific areas that need improvement and how to best go about these changes. Additionally,
consult the previously conducted and analyzed research.
The contract will include an outline of the internal
organization of the board and responsibilities of each
subcommittee.
The contract should be detailed, explicitly outlining duties
of board members to ensure clarity about the position and
improve the inner-workings of the ACLC.
Board members at the January meeting should sign the
contract during the meeting. New members should be given
the contract immediately after joining the board.
The contract should ideally be one page long.
This tactic will cost $0 to implement. An example contract
is on the next page.
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Athens-Clarke Literacy Council Board Member Contract

As an Athens-Clarke Literacy Council Board Member, I will devote time and effort to promoting literacy and education in the Athens-Clarke County community. I recognize the importance of literacy in all aspects of life, and I will work hard to ensure that the residents of this
community are verbally, financially and medically literate. By improving access to educational
services, I will improve both individual lives and the livelihood of the entire community.
By signing this contract, I hereby agree to the following terms:
1. The ACLC requires my participation and effort. I will regularly attend board and subcommittee meetings.
2. I will fulfill the duties of the subcommittee to which I am assigned to the best of my
ability.
3. I will raise $500 per year for the Council or alternatively fulfill this requirement by
making efforts to raise funds through presenting at local community events and meetings.
4. I will enthusiastically promote literacy in the Athens-Clarke community by advocating
for education.
I will abide by these guidelines in order to provide the Athens-Clarke community with the best
possible access to literacy services.
Please sign and date below.

Signature______________________________________
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Date___________________
tactic
Progress Reviews
Complete bi-annual progress reviews with the board members.
Twice yearly, the board will meet specifically to discuss the
years progress and future goals. If board members prefer
anonymity in voicing their opinions, a short, semi-structured
survey can be disseminated to gain in depth feedback. This
will also be an opportunity to discuss upcoming events and
new fundraising and programming ideas. Active participation
is encouraged in the discussion from all board members.
This tactic will cost $0 to implement. The survey for board
members is included on the next page.
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Bi-Annual Progress Review Survey for Board Members

1. I feel that I have been a productive and helpful asset to the Athens-Clarke Literacy
Council in the past 6 months.
Strongly Disagree Disagree
Neutral
Agree
Strongly Agree
2. I have enjoyed my time as a member of the ACLCs Board of Directors.
Neutral
Agree
Strongly Agree
3. I am happy with the subcommittee I have been assigned to.
Neutral
Agree
Strongly Agree
4. If given the choice, would you want to move to a different subcommittee?
___ No, I would like to stay on the subcommittee I have been on.
___ Yes, I would like to be on a different subcommittee.
___ I have no preference.
6. Please write at least one suggestion you have for ACLC fundraising efforts.
7. Please explain what you think could be improved about the way the Board of the ACLC
runs.
8. List any other questions or concerns you have in your current position.
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objective
Goal 1, Objective 2
Recruit four new board members by February 2015.
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tactic
Community Networking
Have board members attend at least four community networking
events throughout the year in order to begin forming relationships
with influential community members, such as Athens Rotary,
Kiwanis and 4-H clubs.
A few areas to hit when talking with people at networking
events are listed below:
Start off with an introduction and follow with the elevator
pitch.
Talk about umbrella organizations and services offered.
Highlight the experience of one person who benefitted
from the services of the ACLC.
Mention annual events, particularly any that are coming up
within a few months.
Talk about small things people can do to get involved in the
ACLC, and if the person seems interested, move onto larger
responsibilities like board membership.
Reach out directly to organizations like Athens Rotary,
Kiwanis and 4-H to enquire about speaking at meetings
about two weeks before the organizations meeting dates.
Regularly check the Athens Chamber of Commerces website. They have an updated calendar of upcoming networking
opportunities that would help the ACLC connect with local
business owners. Check the website every month and
announce relevant opportunities to board members. The
events can be found at http://www.athenschamber.net/
news_feat_events.php
This tactic will cost $0 to implement. The email pitch for
speaking opportunities is on the next page.
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Email Pitch for Speaking Opportunities

Hello [NAME OF PERSON],
My name is Annice Ritter, and I am the Executive Director of the Athens-Clarke Literacy
Council, an organization working to promote literacy in the Athens-Clarke County
community through connecting individuals with services like ESL and GED classes. The
ACLC believes that by improving the lives of individuals through education, quality of life
improves and the entire community benefits socially and economically.
The ACLC is always looking for like-minded individuals who hope to improve the lives of
others and the well-being of the community as a whole through service, donations or ideas.
I would very much like to come to your next meeting on [MEETING DATE] in order to talk
to [ORGANIZATION NAME]s members about our organization.
Thank you, and I hope to see you soon,
Annice Ritter
Executive Director
Athens-Clarke Literacy Council
25
tactic
Reach Out to Local Businesses

Reach out to local business owners, Athens Chamber of
Commerce members and financial specialists in November 2015 as
a concerted effort to recruit members of the community with
specialized skills to fill the boards needs.
Look out for new board members throughout the 2015 year
prior to November. In November, begin focused efforts to
recruit.
Utilize board members connections to local businesses. If
there are no connections to a promising prospect, cold call/
email businesses that the ACLC thinks may have good
candidates twice a week. Make sure to follow up with
businesses on Fridays.
26
objective
Goal 1, Objective 3
Establish new internal communication infrastructure by February 2015.
27
part
tactic
Internship Program
Establish internship program with UGA students to create better
communication within the Council and to establish two-way
communication between the board and volunteers/interns. This will
include the following:
Reach out to the School of Social Work, Grady College of
Journalism and Mass Communication and Terry College of
Business to offer class credit for the ACLC internship program.
Hire at least one social media intern, most likely a Grady
student, to manage and update social media profiles and the
website.
DAWGLink Description: The Athens-Clarke Literacy Council is
looking for a dedicated intern, preferably a journalism or
public relations major, to assist in the Councils social media
efforts to promote literacy in the Athens-Clarke community.
Interns will be responsible for updating the ACLC Facebook
page and maintaining the website with information about
upcoming events and any other activities promoting the brand
of ACLC. The position is unpaid and will require 8-10 hours a
week. Schedule is flexible according to interns hours of
availability.
Hire an intern, most likely a social work student, to assist with
fundraising, community outreach and general office duties.
looking for a dedicated, outgoing intern, preferably a Social
Work or similar major, to assist with the Councils efforts to
promote literacy in the Athens-Clarke community. Interns will
be responsible for aiding in fundraising, community outreach
and administrative assistance. Applicants should be selfmotivated and organized. Spanish comprehension is a plus.
The position is unpaid. Intern will be expected to work 8-10
hours a week. Schedule is flexible according to interns hours
of availability.
28
part
tactic
Internship Program
Hire an Accounting intern to help with the Councils finances
including fundraising, budgeting for events, etc.
looking for an ambitious intern with financial skills,
preferably an Accounting or Marketing major, to assist with
organizing the Councils finances. Interns will assist in
budgeting the Councils events and managing donations. The
position is unpaid. Intern will be expected to work 8-10 hours a
week. Schedule is flexible according to interns hours of
availability.
29
tactic
Suggestion Box
Create a suggestion box to be set out at each event and meeting.
Box can be created by a board member, or a box can be
purchased for less than $20 from a craft store or general
store like Walmart or Hobby Lobby. Paper and pens or
pencils should be provided.
Encourage board members to actively make comments and
critiques on anything discussed at meetings.
The suggestion box should also be set out at events in
order to gather comments from event attendees outside the
board.
30
tactic
Internal Communication with Donors & Volunteers

Establish internal communication mechanisms such as Listservs of
donors and volunteers.
Create separate Listservs for the ACLCs various groups,
including board members, donors, volunteers and any other
organizations that fall under the umbrella of the Council.
Use Gmail to create the Listservs.
For a comprehensive guide to creating Listservs in Gmail,
visit http://www.wikihow.com/Make-a-Mailing-List-in-Gmail
31
32
2
goal
Increase awareness of the ACLC and literacy.
33
objective
Goal 2, Objective 1
Create a brand for the ACLC by February 2015.
34
tactic
Define: Literacy
Implement a cohesive definition of literacy for the Council to use
exclusively.
The definition of literacy used by the ACLC will be: Literacy
is comprehending language, writing and media in a way that
allows individuals to make informed decisions that impact
their community.
Put the definition on the website and include it in print
materials like newsletters and brochures.
This definition will be used consistently across all platforms
in order to gain recognizability for the word literacy. The
lack of understanding of the meaning of literacy is negatively
affecting the Councils perceived effectiveness, and
implementing this definition will help clarify it.
35
tactic
Elevator Pitch
Implement a 10 second elevator pitch.
The elevator pitch will allow ACLC board members to
concisely communicate to others the mission of the
Council in a short amount of time. The end of the pitch keeps
the slogan in the minds of the listener.
The Athens-Clarke Literacy Council connects residents to
organizations that improve adult education in the
Athens-Clarke area by providing services such as GED and
ESL classes. Were your link to learning.
36
tactic
Slogan
Implement a new slogan.
Your Link to Learning will be the new slogan of the ACLC.
This slogan clears up some of the confusion about the
services of the ACLC. It establishes that the ACLC connects
individuals to programs by naming it a link. By using the
word learning in the slogan, it clarifies the meaning of
literacy. Learning encompasses a wider variety of skills and is
not limited to just reading and writing.
37
part
tactic
Website
Redesign the website.
This includes making the website cohesive, informative and
user-friendly.
Use a larger font.
Include the current newsletter on the website (see
issuu.com for online publishing).
At the very least, ensure that tabs are regularly updated
with detailed information. (Buzz on the Bee, for example). If
tabs are kept the same, there must be relevant
information on hand for each one throughout the year. For
example, The Scrabble Tournament tab should have photos
and descriptions of previous years events.
Suggestions can be found immediately after this tactic (see
parts two, three and four).
This tactic will cost $0 to implement if a free website plan is
chosen.
38
part
tactic
Website
Suggestions for Reorganizing the Website
Consider the following changes:
Home tab: Update the homepage multiple times a week with updates
within the council, upcoming dates for classes and/or events.
About ACLC tab: Move the Welcome, Our Purpose and Our Mission
blurbs from the Home tab to the About ACLC tab. Expand the explanation of the council, explain the Certified Literate Community program and
why that sets ACLC apart.
Events tab: Combine the Scrabble Tournament and Buzz on the Bee
tabs in an Events tab that includes the Scrabble Tournament, the Spelling
Bee, Wheel of Fortune, and any other annual event. Include pictures and
descriptions of past events, and dates, places and times for upcoming
events.
Workshops tab: Expand the current blurb regarding workshops. Include

upcoming events, but also this tab may be a good area to include information about partner programs under the umbrella of ACLC.
Contact Us tab: Move the board member contact information from the
About ACLC tab to the Contact Us tab, in case someone needs to contact one person individually. Ideally, there will be pictures of each board
member (at least the executive board) included with the contact information. The mailing address, phone number, and comment box should
remain on this tab as well.
The tabs in the upper right-hand corner of the site are useful for visitors
looking for quick information about partner programs or scholarships,
and are also helpful for the Council in receiving donations from online
visitors.
Adult GED classes: The links currently in use are helpful. Another
option would be to expand the current blurb to include which programs partner with ACLC in offering the classes; the locations, dates
39

and times of the classes and videos or pull quote testimonials.
part
tactic
Adult ESL classes: The links currently in use are helpful here as well.
Another option would be to expand the current information on the
page to include the programs involved in offering the ESL classes, as
well as the locations, dates and times. Video or testimonials in both
Spanish and English should be published on this page too.
GED Scholarships: The current blurb should be expanded to include

the eligibility requirements and video or testimonials from previous
scholarship recipients.
Donate Now!: In the example site this is called Giving. This tab
should be featured prominently on the site and the current blurb
should be expanded to include pictures demonstrating where the
money goes within the organization and in the Athens-Clarke
community.
See screenshots of possible website designs are on pages 41-42.
NEXT STEPS: These steps come from wix.com
If youre interested in redoing your website, the process is not that
difficult. For charitable and/or nonprofit organizations, Wix offers a
free Connect Domain upgrade on an annual basis. This plan allows
you to use your own domain, purchased from any domain registrar,
however Wix ads will still be displayed.
To be eligible for a free Connect Domain upgrade you must provide
us with sufficient proof of nonprofit status.
For US nonprofit organizations, Wix requires any two of the
following documents:
1. A copy of a valid IRS tax-exemption certificate.
2. A reference to the applicant organizations listing in the IRSs most
recent list of tax-exempt organizations described in the IRS Code.
3. A statement from a state taxing body, state Attorney General, or
another appropriate state official, certifying that the applying organization has non-profit status and that none of the net earnings accrue
to any private shareholders or individuals.
4. A certified copy of the organizations certificate of incorporation
or similar document that clearly establishes non-profit status.
For users outside of the US, a copy of your tax-exemption certificate
40
part
tactic
and number is required. You can send your application to:

billing@wix.com.
This Connect Domain plan will give the ACLC a visually appealing,
easy to edit and update site with free Google Analytics, hosting and
premium support from Wix. The only downside is that Wix will place
ads on your site. If you find this cost outweighs the benefits you can
pay to receive more features and no ads. Here are the other options
below:
If financially possible, we recommend the Unlimited Plan for $12.42 a

month. With this plan you will receive no Wix ads, Site Booster App,
Form Builder App, free hosting, Google Analytics, and premium support.
In addition you will receive $125 in Local Listing Vouchers, $100

credit towards Bing Ads, $75 voucher for Google AdWords and $50
Facebook voucher.
If $150 is too much to spend on a website per year then we would
still recommend the nonprofit plan to upgrade your site and bring it
to the next level. The template used in the screenshots on the next
page is call Country Day School.
Other user-friendly sites include Weebly and Wordpress.
41
42
43
tactic
Style Guide
Create a style guide for consistent branding.
Put together a style guide to set the standards for any
ACLC design documents in order to present the ACLC brand
in a consistent way.
Select a specific typography for all printed and online
material.
Select a specific color palette and get the CMYK color
model numbers for the best color results.
Select a minimum size for the logo to ensure the logo is
always clear and legible. A sample guide is included on the
next page.
This tactic will cost $0 to implement
44
2014-2015 Style Guide

45
Colors
Orchid
C=23 M=71 Y=1 K=0
Forest
C=73 M=24 Y=76 K=7
Marine
C=80 M=12 Y=49 K=0
Moss
C=72 M=51 Y=56 K=30
Mauve
C=25 M=48 Y=18 K=0
This color scheme is based on the CMYK color spectrum.
Typography
Headings:
Jenna Sue
This is a free font that can be found and downloaded at

dafont.com - http://www.dafont.com/search.php?q=jenna+sue. Typically
use this font at a 36-45 pt. size.
Body copy: Open Sans
This is a free font that can be found and downloaded at

Google Fonts - https://www.google.com/fonts/specimen/Open+Sans.
Open Sans is very similar to the font used throughout this PR plan, but
unlike this font, its free for you to use! Typically use this font at a 12-14 pt.
size.
Accent font: Open Sans
Open Sans in semi-bold, itallic, etc will add contrast to you work and can
be used as an accent font. Add a color to draw even more attention!
46
Correct use of logo:

Athens- Clarke Literacy Council
The picture displayed to the left is

the correct use of the logo
because it contains the correct
color and hues associated with
the Athens-Clarke Literacy Council
brand. Also, it shows the correct
dimensions and does not appear
to be distorted. Ensure that when
the ACLC logo is in use, it is similar
to the photo here.
Incorrect use of logo:
The picture displayed above is not the correct use of the Athens-Clarke
Literacy Council logo because the colors are not consistent with the
brand, and the logo is distorted. Ensure that when the ACLC logo is in
use it does not contain colors aside from the color scheme indicated in
this guide.
P lease contact : info@athensliteracy.org

for any questions regarding logo usage for
47
part
tactic
Marketing Materials
Create marketing materials to be disseminated to program
participants informing them of the Council and the services they
offer.
Marketing materials include:
Business cards
Premier Full Color
ACLC logo should be included on all business cards
$8.99 for 250 business cards via Vistaprint
Brochures outlining all umbrella organizations
Brochure should include important information
about the Council and its supporting organizations.
$67.96 for 100 brochures via Vistaprint

Current newsletter
Newsletter will be sent via the Listserv bimonthly
and printed out to be sent to potential donors.
Included in the newsletter should the the following

information (see below).
$211 for 200 newsletters printed on semi-gloss

paper via Bel Jean.
Newletter Information
Volunteer information:
Obtain personal information from new volunteers including: name,

address, occupation and valid email address. The PR intern will create
and maintain a database housing this information. The intern will also
be responsible for contacting the volunteers via email once a year to
update information.
Highlight a volunteer in the quarterly newsletter emailed to

subscribers via the Listserv. The update will include the chosen
volunteers name, occupation, why he/she chose to participate in
the ACLC, which events they have participated in, what they hope to
accomplish with the organization and a picture of the volunteer. A
sample spotlight is included below:
Volunteer Spotlight: Amanda Reynolds
Amanda Reynolds began volunteering with the Athens-Clarke Literacy

48
part
tactic
Marketing Materials Continued

Council in 2010 and has been spotted at almost every event since. Her
first volunteer experience was the 2010 Spirited Spelling Spectacular
where she served on the judging panel. I had a wonderful time meeting
all of the spelling bee participants. The teams were lively and so much
fun. Its great to know that we can all come together to raise money for
such a worthy cause.
The Spirited Spelling Spectacular is an event Reynolds looks forward to
every year. Its good work. I feel like Im truly making a difference in the
community. After events like these, she often finds herself reflecting on
how many lives are being changed by the work of the ACLC. The ACLC
connects the community to organizations that improve their quality of
life. Students walk away able to interact with their community in an
informed way. And its not just the individuals whose lives are being
improved; its the entire community right down to the volunteers.
Sometimes I feel like we get more out of it than they do.
Furthering her commitment to the mission of the ACLC are the lasting
friendships she has made with other volunteers who share her passion
for education. Reynolds particularly enjoys the diversity among the
volunteers. People come together from all walks of life for a common
purpose. Its amazing to think that I might never have met these
wonderful people in any other situation. We come from different
backgrounds, but we all care deeply about this issue, so we have a strong
bond.
I am passionate about the mission focused on education. I think it is the
foundation for building a strong community. The ACLC continues to
forward this mission through strong community ties, training sessions
and great fundraising events, said Reynolds. I encourage anyone
looking to make an impact in the community to get involved.
Outside of volunteering for the ACLC, Reynolds works as a bank teller at
Athens First Bank & Trust. She enjoys reading, gardening and walking
her three dogs. She and her husband Chris hope to instill a passion for
volunteering into their two young children, Danielle and Bobby.
49
part
tactic

Donor information:
Obtain personal information from donors when they donate to the

organization. This information should include: name, address,
occupation and valid email address. The public relations intern will
maintain a spreadsheet of this information and contact the donors via
email once a year to maintain accurate information.
Every donor has a story. The PR intern will utilize the database of
donors to reach out to at least one donor per month. After
interviewing the donor utilizing the questions below, the intern will
record the responses and include the story in the newsletter
distributed by the ACLC. They will also share a link to the story on
the ACLCs Facebook page. A sample story and social media post is
included below.
Sample donor spotlight:

Donor Spotlight: Jeanne Gallo
How did you learn about ACLC?
I was president of the Clarke County High School PTA and we assisted
with the back-to-school, backpack supplies project. The ACLC tabled
this event. Coincidentally, my husband, John who was our sons youth
baseball coach had two children of adults who utilized the ACLC services
on his team. We also had friends and neighbors who were ACLC board
members and it felt natural when we started helping at events. In what
seemed like no time, ACLC became an important part of our lives! Even
our children were eager to volunteer.
What is your first vivid memory of ACLC?
During that first backpack project, I realized that there was so much we
took for granted including the ability to secure an education and
become literate in so many different areas an absolute necessity to
avoid poverty.
What do you wish other people knew about ACLC?
I wish they could see how ACLC is committed to building relationships
50
part
tactic

and truly helping those in the community. I have so many memories of
sitting in (Executive Director) Annice Ritters office, watching the
students come in after work. They were so bonded with her and valued
the services she connected them with. Theyd stop in and say hi and
thank Annice, and volunteers.
You get the sense that students feel like they are coming into a friends
home and not another impersonal office. And thats because of the
amazing people who work and volunteer with the ACLC.
What was your most memorable experience with the ACLC?
I remember the first newsletter I received detailing the tremendous
impact my donation had on students in the Athens community. I
remember thinking that I am making a difference. I remember feeling
overwhelmed at the amazing services the ACLC was able to utilize my
donation for and realized that I could do more. That is when I really
began donating my time to the ACLC. I began volunteering at events and
teaching some adult education night courses. I began to truly see the
need for these services and how impactful education can be. I learned
that what I had taken for granted when I was younger is something not
afforded to all.
What would you tell someone who is considering getting involved,
volunteering, joining the Board or even donating?
The ACLC is such an easy place to become involved because the people
there are so wonderful, generous and open. What they do for the
community is incredible - not only for the adults taking classes but
through their training and support services for the local organizations
that impact their mission. This is an organization that gives you the
opportunity to not only affect education but the lives of Athens citizens.
What impresses you most about ACLC?
I love the fact that they have maintained the quality of their work despite
a weak economy and budget cuts, I also love personally seeing the
students learn and contributing to our community in a very tangible
sense. I get to witness the major influence that ACLC has had on so many
51
part
tactic

lives. The return on the investment in these students is beyond measure.
Sample Facebook text of donor spotlight:
Jeanne Gallo recalls her most memorable moment with the ACLC - I
remember thinking that I am making a difference. I remember feeling
overwhelmed at the amazing services that ACLC was able to utilize my
donation for and realized that I could do more. For the full story visit
[insert link here]. Whats your most memorable moment with ACLC?
Fundraising InfoGraphic
Create an electronic quarterly report of fund allocation. A sample

template is included in the newsletter.
These updates should be included in the newsletter three times a

year.
The reports will be sent out in January, March, June and

December and will include all funds year to date. Additionally, each
update should specify origin of funds, allocation of funds, and impact.
If donors consent, you may also share personal donations. Proper

consent must be obtained for this information to be shared.
Included in this tactic are 250 business cards, 100 brochures and
200 newsletters.
This tactic will cost $287.95 to implement.

A sample of all marketing materials can be found on the following
pages.
52
Business Card Example

Border is just to show dimensions, will not be included on actual card.
Your link to learning

Annice Ritter
Executive Director
706-123-4567
anniceritter@aclc.org
www.aclc.org
53
54
Your link
to learning
GED/ADULT BASIC EDUCATION OPPORTUNITIES

Paxen Learning Corporation Offers GED classes. Must be 17-21 years old. Eligibility requirements.
Call (706) 850-7220.
First Baptist Church Offers GED classes at 355 Pulaski St. Call (706) 548-1359.
International Friends Free Conversational English classes meet at Beech Haven Baptist Church. 2390 W. Broad St.
Call (706) 548-2246
Women to the World Provides free educational services for women. For details call (706) 548-0000 or email
survival@womentotheworld.org
Action Ministries Offers GED program (Mondays, Tuesdays, Thursdays from 9:30 a.m.- 11:30 a.m.). Contact (706)
353-6647 or visit actionministries.net
Athens Latino Center for Education and Services Offers GED & ESOL classes. Call (706) 549-5002 for details.
Athens Technical College Adult Education Program For GED and adult basic education classes. For details call
(706) 357-5281, Ext. 3
ESL TUTORING OPPORTUNITIES

International Friends Free Conversational English classes meet at Beech Haven Baptist Church. 2390 W. Broad St.
Call (706) 548-2246
Women to the World Provides free educational services for women. For details call (706) 548-0000 or email
survival@womentotheworld.org
Action Ministries Offers GED program (Mondays, Tuesdays, Thursdays from 9:30 a.m.- 11:30 a.m.). Contact (706)
353-6647 or visit actionministries.net
Casa de Amistad Offers free adult English classes and ESOL teacher training. Call (706) 206-2087 or visit www.
athensamistad.org
Athens Latino Center for Education and Services Offers GED & ESOL classes. Call (706) 549-5002 for details.
Athens Technical College Adult Education Program For GED and adult basic education classes. For details call
(706) 357-5281, Ext. 3
One goal of the ACLC is to support the community literacy providers. One way we support providers is
by offering volunteer training. Another way we seek to lend support is to be the connecting link between
people who want to volunteer in adult literacy and the organizations who need volunteers. Below is a list of
the literacy providers we support. If you are interested in any of the opportunities, please fill out the form
on our website and we will get the organization to contact you.
Organizations We Support
Your link to learning
About Us
Since 1993 the Athens-Clarke Literacy Council has promoted and supported learning
opportunities for adults in the Athens community. We believe that developing strong
literacy skills enables learners to have more fulfilling lives, healthier families, and to
contribute to the community.
OUR PURPOSE
Publicize the nature and extent of illiteracy among adults and the benefits the community will receive from a reduced level of adult illiteracy.
Coordinate services among service providers and community, state, and federal
agencies.
Raise funds to support all efforts through grant writing, fund-raising, http://
bombsoverdarwin.com/ and direct solicitation.
OUR MISSION
The Athens-Clarke Literacy Council (ACLC) is a nonprofit, volunteer organization that
promotes and supports learning opportunities for adult residents in the Athens community. We believe that developing strong literacy skills enables learners to improve
their chances for gainful employment, self-fulfillment, civic participation, and successful
parenting.
For more information, please visit our website at www.athensliteracy.org
Contact Us:
Mailing Address
PO Box 561
Athens, Georgia 30603
Phone: (706) 254-9877
Literacy is comprehending language,

writing and media in a way that allows
individuals to make informed decisions
that impact their community.
55
IMPACT
Produced by the ACLC

Your link to literacy
Fall Updates
March 2015 | Volume 1
Letter from the director

It is with great pride that I share updates from
the Athens-Clarke Literacy Council as we launch
our newsletter. I am elated about the great
things happening and the future plans in place.
The past year has been spent bringing people
and organizations together, communicating the
importance of literacy, leading the Council as we
share our vision and inspiring partnerships to
achieve our goals.
Out Council has been focused in three areas
needed to grow: visibility, accessibility and sustainability. We adopted the slogan Literacy is everybodys business, as part of our goal to involve
the entire community in raising awareness about
the impact of illiteracy.
Through the expansion of a partnership with
Athens Technical College, there are now two new
locations for GED classes in east Athens- The
Goodwill Career Center on Lexington Road and
the East Athens Community Center.
We have joined forces with United Ways Wee
Reads, Books for Keeps, Leaning Ally, the ACC
Public Library and the Athens Area Community
Foundation to form Athens first family literacy
partnership, FLiP Athens. We will keep you updated on FLiP Athens upcoming family literacy
activities and events.
56
Inside this issue...

1. Letter from the director
2. Student Spotlight
3. Volunteer Spotlight
4. Organization Spotlight
5. Donor Spotlight
6. Events Recap
7. Fundraising Updates
8. Upcoming Events
Through our
partnership
with UGA,
we now have
student
interns to
assist the
Council;
the service
organization Alpha
Phi Omega,
provides volunteers to help with our events; and
a senior level journalism class raised more then
$1,400 for our literacy efforts.
September is just around the corner and after
coming on board in the midst of preparation for
last years spelling bee, I would like to tip my hat
to my predecessor, Mary Siegler, for all her hard
work and dedication to The Council.
The Council consists of a Board of Directors,

Director, volunteers, partners and many
supporters. We are growing stronger in our
efforts to support our local providers who are
the boots in the ground doing the challenging
work. We thank you and the entire Athens-Clarke
community for making literacy a priority. I am
excited for the future of the Council!
IMPACT
Student Spotlight: Julie Almarez
Progression: Learning, Growing and Providing
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57
IMPACT
Organization Spotlight: Casa de Amistad
Changing Lives Through Education
Casa de Amistad works with the Hispanic
immigrant population in Athens, Georgia and

surrounding counties. They provide social
services, referrals, translation, education and
advocacy. They are interested in helping people
help themselves. Over the years Casa de
Amistad has helped people with a variety of
problems including consumer fraud issues,
workmans compensation, non-payment for
labor rendered and landlord/tenant
communication. They have helped mothers
obtain child support, and helped parents fill
out forms so their children can get health care,
as well as provided referrals to clinics, doctors,
lawyers and other agencies. An emergency family
fund is also available which provides financial
help for a variety of needs.
Services Offered:
Adult English Classes
Music and Arts Programs
On-site Computer labs
Child Afterschool Tutorial Program
Spanish Classes
For more information about Casa de
Amistad and their services, please visit our
website at www.athensliteracy.org or call us at
706.254.9877.
Casa de Amistad is focused primarily on serving

Hispanic families living below the poverty line.
Many of the individuals that they serve have
family members working in the poultry, food
service, landscaping and construction industries.
Casa de Amistad was created to support the
diverse needs and well-being of the growing
Hispanic population in Athens through
educational opportunities and social service
outreach. There are programs for both adults
and children.
Mission:
Casa de Amistads mission is to identify and
address the needs of the under-served Hispanic
community through direct service, education,
advocacy and community involvement in order
to create a just and harmonious, multicultural
community.
58
IMPACT
Donor Spotlight: Jackie Allen
Allen Commits to Donate $4,000 This Year
How did you learn about ACLC?
I was president of the Clarke County High School

PTA and we assisted with the back-to-school, backpack supplies project. The ACLC tabled this event.
Coincidentally, my husband, John who was our sons
youth baseball coach had two children of adults who
utilized the ACLC services on his team. We also had
friends and neighbors who were ACLC board members -- and it felt natural when we started helping at
events. In what seemed like no time, ACLC became
an important part of our lives! Even our children were
eager to volunteer.
What is your first vivid memory of
ACLC?
During that first backpack project, I realized that there was so much we took for
granted including the ability to secure an
education and become literate in so many
different areas an absolute necessity to
avoid poverty.
What do you wish other people knew
about ACLC?
I wish they could see how ACLC is committed to
building relationships and truly helping those in the
community. I have so many memories of sitting in
(Executive Director) Anise Ritigers office, watching the
students come in after work. They were so bonded
with her and valued the services she connected them
with. Theyd stop in and say hi and thank Anise, and
volunteers.
You get the sense that students feel like they are
coming into a friends home and not another
impersonal office. And thats because of the amazing
people who work and volunteer at ACLC.
What was your most memorable experience at ACLC?
I remember the first newsletter I received detailing
the tremendous impact my donation had on
students in the Athens community. I remember t

hinking that I am making a difference. I remember
feeling overwhelmed at the amazing services that
ACLC was able to utilize my donation for and
realized that I could do more. That is when I really
began donating my time to ACLC. I began
volunteering at events and teaching some adult
education night courses. I began to truly see the
need for these services and how impactful education
can be. I learned that what I had taken for granted
when I was younger is something not afforded to all.
What would you
tell somebody who
is thinking about
getting involved:
volunteering, joining the Board or
even donating?
ACLC is such an easy
place to become
involved because
the people there are
so wonderful, generous and open. What they do for
the community is incredible - not only for the adults
taking classes but through their training and support
services for the local organizations that impact their
mission.This is an organization that gives you the
opportunity to not only affect education but the lives
of Athens citizens.
What impresses you about ACLC most?
I love the fact that they have maintained the quality
of their work despite a weak economy and budget
cuts, I also love personally seeing the students learn
and contributing to our community in a very tangible
sense. I get to witness the major influence that ACLC
has had on so many lives. The return on the
investment in these students is beyond measure.
59
IMPACT
Volunteer Spotlight: Amanda Reynolds
Making a Difference Every Weekend for Six Years
Amanda Reynolds began volunteering with the
Athens-Clarke Literacy Council in 2010 and has
been spotted at almost every event since. Her
first volunteer experience was the 2010 Spirited
Spelling Spectacular where she served on the
judging panel. I had a wonderful time meeting
all of the spelling bee participants. The teams
were lively and so much fun. Its great to know
that we can all come together to raise money for
such a worthy cause.
The Spirited Spelling Spectacular is an event
Reynolds looks forward to every year. Its good
work. I feel like Im truly making a difference in
the community. After events like these, she
often finds herself reflecting on how many lives
are being changed by the work of the ACLC. The
ACLC connects the community to organizations
that improve their quality of life. Students walk
away able to interact with their community in an
informed way. And its not just the individuals
whose lives are being improved; its the entire
community - right down to the volunteers. Sometimes I feel like we get more out of it than they
do.
Furthering her commitment to the mission of the
ACLC are the lasting friendships she has made
with other volunteers who share her passion for
education. Reynolds particularly enjoys the diversity among the volunteers. People come together from all walks of life for a common purpose.
Its amazing to think that I might never have met
these wonderful people in any other situation.
We come from different backgrounds, but we all
care deeply about this issue, so we have a strong
bond.
60
I am passionate about the mission focused on

education. I think it is the foundation for building
a strong community. The ACLC continues to
forward this mission through strong
community ties, training sessions and great
fundraising events, said Reynolds. I encourage

anyone looking to make an impact in the community to get involved.
Outside of volunteering for the ACLC, Reynolds
works as a bank teller at Athens First Bank &
Trust. She enjoys reading, gardening and walking her three dogs. She and her husband Chris
hope to instill a passion for volunteering into
their two young children, Danielle and Bobby.
IMPACT
Events Recap
The Spirited Spelling Spectacular!
Our annual spelling bee is an adult competition featuring teams from various social, civic and
religious organizations in the Athens area, which include The Classic City, Rotary Club, local
Democrats, Piedmont and Athens Technical College faculty and staff and Sigma Gamma Rho to
name a few.
All funds raised by this event go towards supporting adult
literacy efforts in the Athens community. Examples include
volunteer training, GED scholarships, post-secondary
scholarships, technical assistance to local providers and
quarterly workshops.
This is the ninth annual Spirited Spelling Spectacular taking
place at the Holiday Inn on Sunday, August 24 from 3-6
p.m. It includes a silent auction, cash bar and hors doeuvre.
Letters For Literacy Scrabble Tournament

Our next big event will be the Wheel of Fortune Fundraising Dinner, which will take place in January
of 2016. This fundraising dinner will be a black-tie event for donors, board members family and
friends and the Athens-Clarke County movers-and-shakers. The
dinner will be held at one of Athens local banquet halls. A plated,
sit-down dinner, a silent auction, a large game of Wheel of Fortune and
a cash bar will all be included in the evenings festivities. Guests will
be charged per plate for this exclusive event. If you are interested in
sponsoring a table for friends and family or for your business, please
contact our event coordinator, ALICE WALKER, for more information.
In addition to the admissions fee, a $1 donation will be required for
each spin of the wheel per guest during the game. Be on the lookout
for more details regarding the Wheel of Fortune Fundraising Dinner on
our next newsletter!
61
IMPACT
GOALS
EXPLORE effective engaging
fundraising events that foster the
most interaction and engagement
with target audiences
SERVE community needs
July 2014 - October 2014 Fundraising Update

(as compared to April 2014 - June 2014
OBJECTIVES
INCREASE fundraising efforts in
local community by five percent by
July 2014
INCREASE community events by
five percent by July 2014
TARGET PUBLICS
PRIMARY: Athens illiterate
community
SECONDARY: General supporters
and volunteers
FUNDRAISING
R1 SNAPSHOT (compared to R4)
$2,729.22
TOTAL FUNDS RAISED
+23.03%
$1329.22
$700
$315
FUNDS FROM
EVENTS
FUNDS FROM
APPEAL LETTERS
FUNDS FROM
STREET APPEALS
-14.31%
+19.79
+47.62%
LOOKING
LOOKINGAHEAD
AHEAD
$385
FUNDS FROM
DONORS
+28.28%
Upcoming Campaigns:
Upcoming
Events:
Upcoming
Events:
Upcoming Campaigns:
USE OF FUNDS IN THE COMMUNITY
R2 SNAPSHOT
$1200
EMPLOYEE SALARY
LOOKING AHEAD
62Upcoming Events:
$250
BOOKFAIR
$350.68
SCRABBLE TOURNAMENT
$300
$2,100.68
BUDGET
VOLUNTEER TRAINING
Upcoming Campaigns:
IMPACT
Upcoming Events
GED Training
Who: Volunteers looking to teach GED Courses
What: Workshops teaching volunteers course content and teaching tactics in order to ensure the sucess of GED students
When: Nov. 23, 2014
Where: ACLC Office
Contact: Susie Beth, 706-542-3406, sbeth@aclc.org
Athens-Clarke County Book Fair

Who: Supporting Orgniazations and Volunteers
What: County bookfair for students and adults
When: Jan. 25, 2015
Where: Athens-Clarke County Public Library
Contact: Susie Beth, 706-542-3406, sbeth@aclc.org
63
objective
Goal 2, Objective 2
Increase social media presence by 50 percent by July 2015.
64
tactic
Social Media Engagement P lan

Create a social media engagement plan that includes best practices
for nonprofits and how to interact with others through social
mediums.
Distribute a Social Media 101 information packet at a board
member meeting. The basics of the social media plan for the
fiscal year will be presented at this time by Ms. Ritter and the
public relations/social media intern. In addition, any comments,
suggestions and questions regarding social media practices will
be addressed. It should be noted that social media will fall under
the purview of the public relations/social media intern. A Social
Media 101 information packet is included on the next page.
Present ACLC with an outline of the social media engagement
plan. This will be a constantly evolving document based on the
current state of national literacy news, Athens-Clarke County
news and ACLC news. The engagement plan outline and relevant
materials can be found on the next pages.
Connect with local and national literacy organizations/councils
through social media. It is important to create rapport with
other literacy organizations, to form relationships, increase
followers and develop two-way communication. A list of
organizations to connect with can be found on the next page.
Create relevant hashtags (#) for social media platforms.
Hashtags can be used to promote events and can later be
searched on social networking sites to see if/how community
members posted about the events. Hashtags help provide an
easy evaluation of social media activity, especially surrounding
events. We recommend promoting the 2015 Spelling Bee using
#ACLCBee and #ACLCFortune for the new fundraising dinner.
#Link2Learning is ACLCs official new hashtag for everyday use.
65
Social Media Engagment 1
Social Media Engagement P lan

Social Media 101 Although this campaign only utilizes Facebook in order to reach the
ACLCs target audience, below is a break down of the most popular social networking sites.
Facebook
What types of content do people like to see?
1. Photos and videos Label photos and videos consistently for easy reference
2. Links to relevant articles
3. Status updates
How do people use Facebook for business?
1. Fan pages email sign ups, recommendations and reviews
2. Events
3. Market research and engagement Facebook allows you to see analyzed data
from who likes your page
Why does it matter how many like I have?
The more likes you have, the more people see and share the content you post
Recommendations for best Facebook practices for nonprofits: http://www.nptechforgood.com/2014/10/19/10-facebook-page-best-practices-for-nonprofits/
Twitter
Twitter is a micro-blogging site for posts 140 characters or less.
What is a handle?
Your handle is your Twitter name or identity, for example @ACLC
What is a hashtag (#)?
Denotes a specific phrase or topic, for example #Link2Learning. Hashtags are
searchable to users can find things that interest them or are trending.
YouTube
Video sharing
Elements of a good video
Short, clear message, tells a story and good sound quality
You can always create videos, post them to YouTube and share them through other
social media channels like Facebook.
Instagram
Photo sharing
Pinterest
Design, art and photo sharing based on a bulletin board concept
Vine
Short, humorous videos
Four Square
Users earn points based on visits to favorite places; typically used by restaurants
66
Grow your network Below is a list of several beneficial social media connections. Liking
these organizations on Facebook will allow you to stay informed with what other organizations
are doing. It will also encourage them to like your page back and therefore receive your
information when you send things out.
Connect with Athens literacy organizations
Casa de Amistad (https://www.facebook.com/AthensAmistad?sk=wall)
Paxen Learning (https://www.facebook.com/pages/Paxen-Learning/286705209715)
Action Minitries Athens (https://www.facebook.com/ActionMinistriesAthens)
Athens Technical College
(https://www.facebook.com/pages/Athens-Technical-College/172599896106574)
International Friends of English Classes (https://www.facebook.com/BeechHaven)
Women to the World (PALS Program)
(https://www.facebook.com/pages/Women-to-the-World-Inc/142863435740479)
Athens Latino Center for Education and Services
(https://www.facebook.com/Athens.Latino.Center)
Pinewoods Library Learning Center (https://www.facebook.com/pinewoodslibrary)
Community Connection of Northeast Georgia (https://www.facebook.com/CommConn211)
Connect with Athens schools
University of Georgia (https://www.facebook.com/uga.edu)
University of Georgia Grady College (https://www.facebook.com/ugagrady)
University of Georgia School of Social Work (https://www.facebook.com/UGASocialWork)
University of Georgia Career Center (https://www.facebook.com/UGACareerCenter)
Volunteer UGA (https://www.facebook.com/volunteer.uga.3)
Athens Technical College
(https://www.facebook.com/pages/Athens-Technical-College/172599896106574)
Clarke County School District (https://www.facebook.com/ClarkeCoSchools)
Piedmont College (https://www.facebook.com/PiedmontCollege)
Connect with the Athens Regional Library System
Athens-Clarke County Library (https://www.facebook.com/AthensClarkeLibrary)
Athens-Clarke County Library Childrens Department
67

(https://www.facebook.com/athenschildrens)
Athens-Clarke County Library Young Adult Department
(https://www.facebook.com/acclyoungadult)
Friends of Athens-Clarke County Library
(https://www.facebook.com/pages/Friends-of-Athens-Clarke-County-Library/162902087409)
Athens-Clarke County Library Heritage Room
(https://www.facebook.com/ACCLHeritageRoom)
The Library Store
(https://www.facebook.com/pages/The-Library-Store/56624842298)
Connect with other literacy councils Here are several nearby options
Cobb Works (Cobb Literacy Council)
(https://www.facebook.com/pages/CobbWorks-Inc/191454877561432?fref=nf)
Literacy Council of Macon County
(https://www.facebook.com/pages/Literacy-Council-of-Macon-County-Inc/403436833084270)
Lumpkin County Adult Education Center
(https://www.facebook.com/LumpkinCountyAdultLearningCenter/info)
Literacy Action
(https://www.facebook.com/LiteracyActionInc)
Literacy Forsyth
(https://www.facebook.com/pages/Literacy-Forsyth/174259532652344)
Literacy Volunteers of Metro Atlanta
(https://www.facebook.com/LiteracyAtlanta)
Atlanta Technical College Adult Education Division
(https://www.facebook.com/AtlantaTechnicalCollege)
Technical College System of Georgia (Adult Education)
(https://www.facebook.com/tcsg.edu)
Georgia Adult Literacy Advocates
(https://www.facebook.com/gaadultlit)
Miscellaneous - other good organizations to connect with
Georgia Gives Day
(https://www.facebook.com/GaGives)
Georgia Department of Education
(https://www.facebook.com/GaDOE)
68

National Education Association
(https://www.facebook.com/NEA.ORG)
The Childrens Book Council
(https://www.facebook.com/CBCBook)
National Reading Day
(https://www.facebook.com/nationalreadingday)
Digital Learning Day
(https://www.facebook.com/NationalDigitalLearningDay)
Drop Everything and Read (D.E.A.R.)
(https://www.facebook.com/pages/Drop-Everything-And-Read/100162126695955)
National Library Week
(https://www.facebook.com/pages/National-Library-Week/178946118819535)
American Library Association
(https://www.facebook.com/AmericanLibraryAssociation/info)
United for Libraries
(https://www.facebook.com/unitedforlibraries)
Promote literacy holidays through social media Here are some suggestions
Teen Read Week October 12-18, 2014
National Friends of Libraries Week October 19-25, 2014
American Education Week November 16-22, 2014
Kickoff Day November 17
Parents Day November 18
Education Support Professionals Day November 19 (see video)
Educator for a Day November 20 (see promotional kit)
Substitute Educators for a Day November 21
Use the hashtage: #aew2014
See www.nea.org for videos, visuals and additional information
Take the pledge to Raise Your Hand to support our nationals public schools
National Reading Day January 23, 2015
Digital Learn Day February 4, 2015
D.E.A.R. (Drop Everything And Read) April 2015
National Library Week April 12-18, 2015
Childrens Day/Book Day April 30, 2015
Library Card Sign-up Month September 2015
Use social media to promote upcoming events including
Town halls
69

Workshops and seminars
Book drives
Back-to-school supplies drive
Fundraising dinners
Percentage nights
Silent auctions
Wheel of Fortune event
Local book fairs
Spelling Bee
Scrabble Tournament
Family Literacy Week
Use hashtags consistently
For general use #Link2Learning
For the 2015 Spelling Bee use #ACLCBee
For the Wheel of Fortune event use #ACLCFortune
Other social media resources
Read Across America www.nea.org/grants/886.htm
Make sure to connect with their Facebook fan page and cause page
Childrens Book Council www.cbcbooks.org
National Council for Higher Education www.nea.org/home/32959.htm
10 Facebook page practices for nonprofits - http://www.nptechforgood.com/2014/10/19/10facebook-page-best-practices-for-nonprofits/
70
objective
Goal 2, Objective 3
Increase ACLC advertising by 10 percent before June 2015.
71
tactic
Fliers
Post fliers with information of the ACLC on community boards
(including churches, schools, Social Security Office, Athens public
housing authority, Rocksprings Community Center, etc).
In the flier, include: ACLC logo and contact information,
website link, definition of literacy and event information
(depending on if its an event flier).
Consult the style guide to ensure consistency.
The PR intern may design these fliers for free and use the
office to print. Or, 25 fliers may be printed at Vistaprint for
$14.99 at 8.50x10.98.
The recommended amount for this tactic is 50 fliers. A flier
translated to Spanish is also included for distribution.
This tactic will cost $29.98 to implement.
A design template of the flier can be found on the next
page.
72
Your Link to Learning
Literacy is comprehending language, writing and media in a way

that allows individuals to make informed decisions that impact
their community.
{Insert Text Here}

The Athens-Clarke Literacy Council serves as an umbrella organization for
the literacy providers in the Athens community. If you are interested in:
Improving basic reading & math skills

Adult GED classes
Adult ESL classes
Please contact us and we will connect you to the correct literacy provider.
For more information about workshops, classes or volunteer information,
please visit our website at http://www.athensliteracy.org.
P O Box 561
Athens, GA 30603
(706)-254-9877
info@athensliteracy.org
73
74
tactic
Library Advertising
Advertise through the Athens-Clarke County public library system.
Place ACLC informative fliers and event fliers in
Athens-Clarke County community boards as well as kids
computer and reading areas in the public library.
Have the definition of literacy, the mission of the ACLC, the
website link and the logo on all fliers posted.
Consult the style guide to ensure consistency.
Call the public library at least two weeks in advance with
specific event details and they will post event details/fliers
on their facebook page.
Athens-Clarke County public library: (706) 613-3650
This tactic will cost $0 to implement (use fliers from previous
tactic).
A sample flier can be found on page 72 and in Spanish on
page 73.
75
tactic
Awareness Video
Create a video of Athens citizens defining literacy to enlighten
stakeholders about literacy issues in the community.
Create a video to be posted on the ACLC website and show
the video at fundraising events, presentations and other
events that the ACLC sees fit.
Create the video using either an iPhone or video camera
and edit together using software such as iMovie. Any intern
could work on this task.
When gathering footage, make sure to target a few
locations such as Walmart locations (Epps Bridge &
Lexington Rd), the Athens downtown area and a few
community churches.
When recording footage, make sure to ask for permission to
use footage in promotional materials.
In the video, ask the general public to define literacy in their
own words.
A sample video can be found in the plastic sleeve at the
beginning of the book.
76
objective
Goal 2, Objective 4
Increase community networking and two-way communication

between supporting organizations by 25 percent by June 2015.
77
part
tactic
Town Halls
Host a town hall meeting once every other month to inform organizations
on relevant news and get feedback.
Town hall meetings bring together organizations supported by the ACLC
to collaborate and learn from each other. They are forums of discussion,
education and networking that allow members of the ACLC, staff
members of supported organizations, literacy class participants and
concerned, unaffiliated individuals to join in on the topic of literacy and
education together.
It is important to note that town hall meetings support the overall
fight for literacy and the ACLC functions as the moderator of these
events.
The ultimate goal of the town hall meeting is discussion,
collaboration, and education.
Town hall meetings are scheduled bi-monthly and will meet at the
space of an available supporting organization.
Before the creation of the program, supported organizations should
be surveyed on their participation and willingness to host. The ACLC
will take into consideration this information, and schedule the town hall
meetings accordingly. *A participation survey is included on the next
page.
Benefits for hosting town hall meetings include the opportunity for
supporting organizations to share their organizational homes with one
another and partner together in deeper ways.
An additional way to engage the audience within the town hall
meetings is a Community Ambassadors program that would allow
participants of local literacy programs (i.e. GED students) to offer
detailed feedback to staff members of organizations and the ACLC.
These ambassadors are representatives from the community who
can give literacy organizations real-time feedback on the needs in the
community. By having representatives give an account on what their
needs are, the ACLC and other literacy organizations can adapt
services or programs to stay relevant to the community members they
serve. Community Ambassadors should be given the opportunity to
participate during town hall meetings from their instructors. Students
of adult education classes are always welcome to attend the events.
78
part
tactic
Town Halls
Sample run-through of a Town Hall Meeting
* denotes details which are hypothetical
*October
*8:15 a.m. Meet at location of Round Table Event. This month will be hosted
at Casa de Amistad* Guests (community ambassadors, ACLC board members, staffs of supported organizations, general public) enjoy coffee, Chick
fil a chicken minis trays and fruit as they network.
*8:45 a.m. Guests convene for the speaker. The speaker is a party from
a differing supporting organization than that of the host. This months
speaker is the director from Action Ministries*
*9:15 a.m. The speaker finishes his or her message. Guests reenter into a
condensed time of networking.
*9:30 a.m. Round table meeting closes.
Sample Town Hall meeting participation survey
This document should be sent out twice (once, every two weeks) in the
month prior to the board meeting in which the schedule for the Town Hall
meetings will be set. Its results should help determine when specific organizations will host the meetings.
Name of organization: _____________________
Does your organization wish to host a Town Hall meeting at least once?
Please circle below
Yes
No
Does your organization with to be a main speaker (i.e. deliver a speech on
the topic of literacy) to Town Hall participants at least once?
Please circle below
Yes
No
79
part
tactic
Town Halls (continued)

Please indicate your organizations willingness or availability to host a Town
Hall meeting by circling any available months below:
Jan
Feb
Nov
Dec
March
April
May
June
July Aug
Sept Oct
Please indicate your organizations willingness or availability to be a main

speaker by circling any available months below:
Jan
Feb
Nov
Dec
March
April
May
June
July Aug
Sept Oct
Estimated budget of one Town Hall meeting

- Chick-fil-A catering (five large Chick-n-minis trays, $20/tray; six 96 oz.
boxes of coffee, $12/box) - serves 50 guests, $175 every two months, total:
$1,050 per year
-In kind donations of food and drinks will drastically reduce this figure. By
hosting the meetings at organizations bases, event facility fees are
avoided.
80
3
goal
Increase volunteer involvement.
81
objective
Goal 3, Objective 1
Increase direct outreach to current volunteers

by 10 percent by April 2015.
82
tactic
Email Invitations
Send personal invitation emails to volunteers for fundraising
events.
Invitations will be sent to volunteers eight weeks prior to
the event. The invitations will be sent to each volunteers

main email address and require an RSVP to the event by a
designated date. A sample email is included below:
Dear [NAME],
Thank you for all of your hard work and dedication to
advancing the mission of education in the Athens
community. On behalf of the ACLC, we would like to invite
you to attend our [EVENT NAME] on [DATE and TIME].
Supporters like you contribute to the success of our events
which help raise funds and awareness to the issues of
literacy. Please RSVP by [DATE] to [email address]. If you are
interested in volunteering at this event, please email [EMAIL
ADDRESS] by [DATE] for details. We hope to see you there!
Best,
[NAME]
Another email will be sent out two weeks prior to the event
as a reminder of event information and details.

The tactic will cost $0 to implement.
83
tactic
Appreciation Materials
Develop appreciation materials to be sent to volunteers after
events.
Volunteers need to sign in at each event. This will allow
the ACLC to keep track of how many volunteers are at each

event.
After each event, the public relations intern will use the sign
in sheet to send thank you emails to volunteers sent from

Ms.Ritter. They will express thanks as well as any funds raised
at the event.
The tactic will cost $0 to implement.
Sample email included below:

SAMPLE TEXT: Thank you [NAME] for volunteering with us at the
[EVENT NAME]. We cannot express our gratitude enough and are
thankful to have you as part of our team. Volunteers like you are an
essential part of our mission and with your help, we were able to
raise [FUNDS] on [DATE]. Thank you for your continued support
and efforts to help the ACLC. We appreciate all that you have done
and will continue to do.
84
objective
Goal 3, Objective 2
Increase the number of UGA student volunteers by 20

percent by July 2015.
85
tactic
Volunteer UGA
Create a relationship/partnership with Volunteer UGA.
Volunteer UGA is a group within the University of Georgia
that connects UGA students with service opportunities. Their
website is http://cls.uga.edu/students/programs/vuga/about.
html and contains a calendar of events, their mission
statement and a list of member organizations.
Creating a relationship with Volunteer UGA is a cost-free
way to tap the resource of University of Georgia students
looking for volunteering opportunities. This will be beneficial
to the Council itself as well as the umbrella organizations
that operate underneath it.
Email executive director Camille Pfister at:
vugaexecutivedirector@gmail.com to inquire about
becoming a Volunteer UGA Member Organization.
Submit upcoming events to the Volunteer UGA event
calendar at the begining of August at http://cls.uga.edu/students/programs/vuga/vugaprograms.htm.
86
tactic
UGA Volunteer Fairs

Attend the UGA Volunteer Fair to recruit student volunteers.
Use the elevator pitch and an effective tri-fold to draw in
student audiences. Describe to them what the ACLC does
for the Athens community and encourage them to volunteer
as either an intern or a part time volunteer at ACLC and their
umbrella organization events.
Put out a sign-up sheet at the Volunteer Fair to record
names and email addresses of interested students. This
contact information will be added to the Listserv of
volunteers.
This event is not yet scheduled for 2015, but the past two
years, the UGA Volunteer Fair has been held in September. In
August, check the UGA Master Calendar at http://calendar.
uga.edu/ by searching the terms Volunteer Fair to find the
finalized date.
87
tactic
Volunteer Testimonials
Survey volunteers as a follow up to their service in order to
measure the relationship between volunteers and the ACLC.
Email volunteers an exit survey the day after their service. Ask
them to describe what they did and how they felt about doing it.
This tactic will cost $0 to implement. The exit survey is included
below:
Exit Survey for ACLC Volunteers
1. Please briefly describe the volunteer work you did for the
Athens-Clarke Literacy Council.
2. Did you receive clear instructions about your tasks for the
day?
3. Do you feel your efforts were appreciated?
4. Do you feel you made an impact with the work you did for the
ACLC?
5. If you answered no to any of the previous 3 questions,
please provide some feedback on how the ACLC can better
serve volunteers.
6. Would you volunteer for the ACLC again?
7. Please share the most positive part of your volunteering
experience:
8. Can the ACLC contact you to be featured in our monthly
newsletter and our website? The newsletter would include
your name, how you volunteered, and some quotes from your
responses.
__ Yes, I am willing to be featured in the ACLC newsletter and
on the ACLC website.
__ I am willing to be featured in the ACLC newsletter but
NOT on the ACLC website.
__ No, I do not want to be featured in the ACLC newsletter or
on the ACLC website.
9. If you would like to be featured, what is the best way to
contact you? If by phone, please include your phone number.
88
objective
Goal 3, Objective 3
Increase community volunteers by 20 percent

by August 2015.
89
part
tactic
Steps to securing a PTA/
PTO appearance.
P TA & P T O Involvement
Reach out to PTA and PTO members from Athens-Clarke
County public schools in order to use them as a resource to gain
community volunteers.
A representative from the ACLC will reach out to school
leaders in order to schedule a possible appearance at PTA/
PTO meetings.
Representative should call the school and ask to be
directed to whomever is in charge of setting up an
appearance at PTA/PTO meetings.
On the next page is a list of the Elementary, Middle, and
High Schools associated with the Department of Education
in Athens-Clarke County, along with their phone numbers.
After having initial conversation with the person in charge
of organizing PTA/PTO meetings, send a follow up email. An
example of this email is included on page 93.
Steps to take after securing

an appearance date.
At these meetings representatives will introduce the work

that the council is doing in the community and provide
opportunities for PTA/PTO members to become involved.
Talking points
1. Provide statistics about literacy rate in Athens.
a. 11,000 people in Athens do not have a high school
diploma or GED.
2. Explain why lack of literacy impacts the entire
community.
Literacy rate is a direct correlation of socioeconomic
status. If someone is illiterate, they are more likely
to classify as having low income and live off of
government assistance. Low-income communities
tend to have fewer resources, and underfunded public
facilities.
3. Explain how a more literate community can move the
community forward.
Higher literacy rates tend to result in more resources
90
part
tactic
P TA & P T O Involvement
for the community, lower crime rates, and better
school systems.
4. Discuss opportunities to get involved with ACLC.
Provide example of events such as Spelling Bee and
Scrabble event.
5. Open the floor up for questions.
Representatives will make sure to gather contact
information from the attendees in order to send a follow
up email.
Follow up email after speaking at a PTA/PTO meeting
should read:
Dear {Ms./Mr./Mrs. Last name],
It was a pleasure speaking with you at the PTA meeting
on [DATE]. I hope you enjoyed learning about the AthensClarke Literacy Council and the fight we are taking to
increase the level of literacy in Athens. As we mentioned,
there are nearly 11,000 people in Athens who have neither
received a high school diploma, nor a GED equivalent.
While we have a phenomenal organization, and many
dedicated board members, we still lack the manpower to
tackle this issue without the backing of our community.
This is where you and your family come in! We would
love your help as a volunteer for the Athens-Clarke
Literacy Council. If you would like to learn more about our
different events and how you may be of assistance, please
do not hesitate to contact us back at [INSERT BEST
CONTACT INFORMATION]. We look forward to working
with your family towards a more literate community.
Sincerely, [INSERT NAME, TITLE (ACLC TITLE), CONTACT
INFORMATION]
91
part
tactic
92
P TA & P T O Contact List

Here is a list of the Elementary, Middle, and High Schools
associated with the Department of Education in Athens, Clarke
County, along with their phone numbers.
Elementary Schools:
Middle Schools:
Alps Road Elementary School

(706) 548-2261
Barnett Shoals Elementary School
(706) 357-5334
Barrow Elementary School
(706) 543-2676
Chase Street Elementary School
(706) 543-1081
Cleveland Road Elementary School
(706) 357-5333
Fowler Drive Elementary School
(706) 357-5330
Gaines Elementary School
(706) 357-5338
J.J. Harris Elementary Charter School
(706) 357-5203
Oglethorpe Avenue Elementary
School
(706) 549-0762
Oglethorpe Avenue Elementary
School
(706) 549-0762
Howard B. Stroud Elementary School
(706) 369-1893
Timothy Road Elementary School
(706) 549-0107
Whit Davis Elementary School
(706) 369-1036
Whitehead Road Elementary School
(706) 548-7296
Winterville Elementary School
(706) 357-5222
Burney-Harris-Lyons Middle School

(706) 548-7208
Clarke Middle School
(706) 543-6547
Hilsman Middle School
(706) 548-7281
W.R. Coile Middle School
(706) 357-5318
High Schools:
Cedar Shoals High School
(706) 546-5375
Clarke Central High
School
(706) 357-5200
Classic City High School
(706) 353-2323
part
tactic
P TA & P T O Follow-Up Email

Example email for securing at PTA/PTO appearance:
Email should read: Dear {Ms./Mr./Mrs. Last name],
It was a pleasure talking with you today about speaking at your
upcoming PTA meeting. As discussed, we are Athens-Clarke
Literacy Council (ACLC), and we work to improve the literacy rate
in Athens. While we have a phenomenal organization, and many
dedicated board members, we still lack the manpower to tackle
this issue without the backing of our community. We would love to
share with the parents at your school ways in which they may get
involved with ACLC and ultimately better our community overall.
We look forward to hearing from you soon about next steps.
Best wishes,
[INSERT NAME, TITLE (ACLC TITLE), CONTACT
INFORMATION]
93
94
4
goal
Strengthen fundraising strategy.
95
objective
Goal 4, Objective 1
Increase amount of monetary donations by

15 percent by July 2015.
96
tactic
Wheel of Fortune Fundraising Dinner

Host an annual fundraising dinner beginning in January 2016.
Annually, suggested in January, ACLC will host a Wheel of
Fortune fundraising dinner where board members, donors
and movers and shakers will be invited to enjoy a night of
food, drinks and a fun, interactive game.
A six-month plan will need to begin implementation by the
Council. This detailed plan can be found on the next pages.
Guests will pay per plate or table to cover the cost of food
and help begin the fundraising process.
Like the Scrabble Tournament, the game requires a price
for each letter bought. Additionally, a silent auction will take
place in an adjacent room throughout the time of the event.
The budget of the event should be around $4,225. If 150
guests are invited and pay $30 per plate, the cost of the
event will be covered with a profit.
97
Event Summary: Wheel of Fortune Fundraising Dinner

Objective
The objective of the Wheel of Fortune (WOF) Fundraising Dinner is to offer a secondary
means of raising donations and awareness through an invitation only, black-tie event. donors, board members family and friends and Athens-Clarke County movers-and-shakers
will all be invited to attend the exclusive event held at one of Athens local banquet halls.
Dinner, a silent auction, a large game of Wheel of Fortune and a cash bar will all be a part
of the evenings festivities.
Goals
To collect enough money to pay for the cost of the event with a surplus of $5,000
through ticket sales, sold auction items and donations
To impress those who can help raise awareness of ACLC in all areas around Athens
To recruit potential and diverse board members
Solution
The budget set aside for the WOF event will be almost equal to that of the Spelling
Bee, set at $4225.
In order to raise enough money to pay for the cost of the event, guests will pay $25$30 per plate as their admissions fee. Individuals or a company can also choose to buy
the whole table for a discounted total cost of $200.
For the first two years, all board member fundraising will be set aside for this
particular event, which will take place in the first or second month of the year 2016 and
then annually from that time on.
A silent auction will be held in an adjacent room. The items offered should fit the feel
of the evening:
Donated local company baskets
Free art lessons, free memberships
UGA Memorabilia
Donated artwork
Free hair and make-up
UGA sport tickets
In addition to the admission fee, guests will donate a certain amount per turn they
take in the Wheel of Fortune game. The game will take place in the same room that
dinner was served and all guests will be encouraged to play. Details of the game will be
outlined later.
The venue may also allow for ACLC to receive a percentage of the revenue from
drinks they sell throughout the evening.
ACLC should pick either a family, couple or group of people to be selected as their
Guests of Honor. These guests are people who you would like to make a connection
with and believe would be a huge asset to your Council. You may like to ask the mayor,
city council, the local college presidents or a company business owner.
98
Project Outline
Time of Year
January
Total Budget
$4,225
Event Venue Suggestions
The Graduate (formerly known as the Foundry) Ballroom and adjacent Galleria
The Georgian inn downtown
The Georgia Center conference rooms
The University of Georgia Tate Ballroom
Hotel Indigo
Holiday Inn or Hilton downtown
Event Caterer Suggestions
Epting Events
Trump Catering
home.made Catering
Wheel of Fortune Game Suggestions
The Wheel of Fortune game can be played either through a gaming device and
projected onto a large screen or a Wheel of Fortune wheel can be rented at a low
price. The room will be split into four teams and each guest, with the donation of a dollar
per turn, can have a chance to spin the wheel and choose a letter. At the end of the game,
awards will be given based on the rank of each team.
Additional Suggestions
With enough future preparation, I believe that having a catering service reduce the
price would be advantageous to the success of the event.
Event space should also have a reduced price for the nonprofit status of your Council.
The venue and catering suggestions listed above all fit within the
Event Preparation Breakdown
6 Months
By July, all board members collected community donations should be accounted for
and set aside for the WOF event
Potential event venues scouted and date of the event set
5 Months
The month of the Spelling Bee
Board Committees split into categories:
Decorations- Which includes preparation, set-up and tear down of the ballroom
and galleria for silent auction (4+ people).
Silent Auction- Which includes obtaining items (although all members should have
99
responsibility over a certain number of items to sell), communicating with local vendors and businesses, putting the auction items on display, announcing the winners
of the big items at the end of the night and tear down after the end of the event (4+
people).
Hosting and Guest Services- Which includes invitations, the WOF game, prizes for
all attendees, greeting, knowing guests by name, helping with tear down and thankyou cards to all attendees (3+ people).
Food and Drink- Which includes obtained a discounted caterer, communicating
with them on a regular basis and setting aside funds to pay for meals in advance (2+
people).
Communications- Which includes venue searching and booking, being the contact
for the venue and bargaining for a discounted price (2 people).
Director- Acting as liaison and point person for board members to check off this
list of to-dos, keeping everyone on track and hosting the night of the event (Annice
or Director).
4 Months
Silent Auction- Some SA items obtained, in the works of all other items
Hosting and Guest Services- Mock up of formal invitation and gathering of all donor,
family, friend and influencers home and email addresses
Food and Drink- In touch with potential caters, looking for the best deal, tastings
scheduled if necessary
Communications- Venue booked and furniture provided is communicated to the other Board members, especially decor. Note: Communications and Food and Drink must
work in tandem for the best price and venue. If a venue is nice but they only offer inhouse catering and do not offer a discount, keep looking!
3 Months
Decorations- Venue visited, decor and theme planned, colors coordinated, centerpieces chosen
Silent Auction- Most items for auction obtained, partnered with decorations to coordinate SA room decor
Hosting and Guest Services- Invitations ordered and potentially printed and ready to
send
Food and Drink- Caterer selected and dates set
2 Months
Decorations- All decorations paid for and obtained
Director- Announcement of fundraiser through online mediums, Guests of Honor selected
1 Month
Silent Auction- All items obtained and stored safely!
Hosting- Invitations sent out to all guests with online RSVP and reachable number or
assigned voice mailbox, obtain donated prizes for WOF teams
Food and Drink- Menu planned
3 Weeks
100
Hosting- Selection of Vanna White and game host, rental and understanding of the
game, *Test Run*
Director: Board meeting to discuss progress, next steps, hiccups, etc.
2 Weeks
Silent Auction- Auction forms made and printed for each item listed
Hosting- In touch with guests who have yet to RSVP
Food and Drink-Number of attendees set and plates/buffet decided
1 Week
Decoration- Check in with day of vendors (flowers, rentals, etc.)
Hosting- Email all guests reminders of event, Order official thank-you cards to be sent
week after the event
Day Before
Food and Drink- Contact caterer
Communications- Contact venue
Director- Day before Board meeting
Day Of
Decorate, Set up Silent Auction, Contact Vendor and Catering, Set up with enough
time to get ready, Greet guests, serve dinner, Host evening, play game, announce silent
auction Big Wins and tear down.
Week After
Director and Board- Evaluate successes of the event, tally up earnings, talk about
changes for next year, make changes to the 6th-month plan, address and personally
sign thank-you cards to guests.
Budget
Event Budget Breakdown
Below is the budget set for the event by committee. You must keep to a tight budget in
order to make a positive gain for the event. The total revenue made per plate should cover
the total cost of the event alone. That means that the price per letter from the game along
with the silent auction are the main areas where you will profit. The amount below accounts
for discounted venue and catering prices.
Description
Decorations
Silent Auction
Hosting
Food and Drink
Communication- Venue
Total
Quantity
10
50
3
150
1
Unit Price
$40
$1
$175
$15
$1,000
Cost
$400
$50
$525
$2,250
$1,000
$4,225
101
tactic
Spelling Bee Updates

Update the Spelling Bee Event to encourage volunteering among
participants.
With all of the effort and diligent work that ACLC dedicates
to the Spelling Bee, the event is the organizations biggest
success in fundraising. After attending the event, hearing from
board members and looking at all ACLC events, here are a few
suggestions on how to update the Councils Spelling Bee Event
in the upcoming years:
--------------------------------------------------------------------------- Cost of Entry: In addition to your current cost of attendance,
we suggest adding a donation of books as entry into the door
of the event in lieu of a separate book drive.
The books collected will be set aside for the September
Family Literacy Week where volunteers will pass the
books out when they visit local businesses or read during
the Interactive Reading Workshops.
Food Donations: Instead of spending costs on food, begin
early and befriend a caterer who can give a discount. The timeconsuming effort and coordination is worth the money saved.
Create a Food and Drink Committee within the Board for
year-round events (refer to goal 1, objective 1, tactic 1).
Recruitment: During the Spelling Bee held in August, invite
provider representatives to attend and promote their services
as well as providing a volunteer resource table.
At the Spelling Bee, push a one-time volunteer opportunity
for the September Family Literacy Week to recruit
volunteers as readers during Interactive Reading Workshops
and other volunteer opportunities that ACLC offers that
week.
Pushing this one time opportunity gets volunteers in the
door as well as raises awareness for all of the Councils
causes simultaneously. BE THE LINK!
102
tactic

Participate in National Adult Education and Family Literacy Week
in September.
In the month of September, during the allotted week, ACLC
will host a week of fun, family-friendly events and volunteer
opportunities.
A tri-fold display of the weeks events and opportunities to
volunteer will be displayed at the Spelling Bee fundraising
event in August.
A breakdown of the weeks events follow on the next page.
103
National Education and Family Literacy Week

Monday and Wednesday
Donated Book Distribution
During the selected week of September, recruited volunteers will distribute books
around the community previously collected at the August Spelling Bee Event.
Board members are strongly suggested to participate.
ACLC will donate books around the community to spread awareness of ACLC and
what the organization offers.
Suggested places to go:
-Doctors Offices and Waiting Rooms
-Nurseries and Daycares
-Elementary Schools
-The Library
-Supporting organizations and offices
A generic flier will be placed in each book with information about the ACLC.
Additionally, ACLC will create a personalized brand stamp or stickers to put in each
book.
Tuesday and Thursday

Interactive Reading Workshops
Included in the plan is ACLCs original reading workshops. We believe these workshops
were successful and could be implemented annually during Family Literacy Week.
Friday
Parents Day Out
On Friday, ACLC will partner with a local church and their nursery volunteers to host a
free Parents Day Out where moms and dads can receive free daycare.
Time: 10 a.m. to 6 p.m.
Suggested churches: Beech Haven Baptist, Athens Church and Athens United
Methodist Church have nurseries and care providers.
The exchange for receiving free daycare is that each mom or dad must talk with an
ACLC partnering provider or volunteer to hear about all the opportunities available for
them to seek further education.
104
tactic
Percentage Nights
Partner with local businesses to host percentage nights.
Twice a year, ACLC will administer a fundraising percentage
night at a participating Athens business (i.e. Nucis Space,
Your Pie, Yoforia, YoDawgs, Chick-fil-A, Menchies). Hosting
a percentage night is a way for ACLC to connect with the
community and raise money for the organization. A set
percentage of all purchases from those participating in the
event will be donated to ACLC.
The Fundraising committee will organize the event by
directly contacting the business of choice at least three
months in advance.
Each event will be advertised and promoted through
the ACLC Facebook and email Listservs. Encourage
board members, volunteers and members of supporting
organizations to attend. Create graphics to promote on
Facebook and ACLC website.
Sample email to send out on ACLC Listservs and post to
Facebook is included below.
Week of the event:
Enjoy some frozen yogurt treats with us on Monday,
September 21 from 5-9 p.m. at Menchies Beechwood
location, and by mentioning ACLC, 10% of the proceeds will
go to our organization! We hope to see you there, and thank
you for supporting literacy and ACLC!
Day of the event:
Come by Menchies Beechwood location tonight from 5-9
and enjoy some tasty frozen yogurt! Remember to mention
ACLC, and 10% of proceeds will be donated to support our
cause. See you tonight!
105
tactic
Board Member Fundraising

Set a fundraising dollar amount for each board member to obtain.
More directly involve board members with fundraising by
setting a fundraising requirement that each must meet. The
intention is to create a sense of personal responsibility. $250
per board member is suggested.
This can be accomplished through setting up percentage
nights at local restaurants or finding donors from the local
business community.
If fundraising goals cannot be met, board members can
present a fundraising pitch at a local community meeting,
such as Rotary, 4H, Kiwanis, etc.
106
tactic
Donation Appeal Letters

Send donation appeal letters packaged with newsletters to local
businesses and high level donors for each major event.
Send donation appeal letters to businesses and individual
donors for support of large events. The letter is typically
packaged with a card that can be filled out and mailed in to
indicate donation level and form of payment. The card will be
printed in the ACLC office. A sample is included on the next
page.
A month prior to each large event, the ACLC will enact
donation appeal campaigns in which each board member
will be responsible for sending ten appeal letters to family,
friends and local businesses.
See the next page for a sample letter.
This tactic will cost $100 to implement, including 200
stamps.
107

Dear Friend,
It is BEE season again in Athens! This truly is a BEE-autiful time of year for the AthensClarke Literacy Council. We are busy creating a buzz for our 9th annual Spirited Spelling
Spectacular and we need your help!
Can we count on your support this year?
The Athens-Clarke County Literacy Council is on a mission to foster and support literacy
and education in the Athens Community. We cant do this without your help. The
community remains underserved and programs underfunded. State and local funding is
currently serving less than 10 percent of adults who are in need of literacy programs. Over
1 million Georgia residents 18 and older do not have a high school diploma or GED and 75
percent of unemployed adults have reading or writing difficulties. And the issues of literacy
move beyond the classroom. Eighty-nine percent of children whose parents do not have a
high school diploma in the state of Georgia live in low-income families.
These statistics sound bleak; however, funds raised through the Spirited Spelling
Spectacular will be used to promote and support the important work of local adult literacy
providers whose aim is to provide instructional services in GED preparation, adult basic
education and English as a Second Language. Help us continue to fund adult literacy
efforts in the Athens community.
The Spirited Spelling Spectacular takes place on Sunday, August 24, 2014 at the Holiday
Inns Georgia Room, in Athens, Georgia. Thirteen teams from local civic and social groups,
Greek and political organizations will compete for the title of Best Speller for 2014.
We hope that we can count on your support to make this event a success. Please consider
sending your tax-deductible contribution today. You can contribute by sending a check to
P.O. Box 561 Athens, Georgia 30603 or making an online donation on our website www.
athensliteracy.org
Thank you for your ongoing support.
Annice Ritter
Executive Director
Your link to learning.
108
tactic
Sponsorship Levels
Create sponsorship levels for individuals and companies.
Sponsorship levels allow ACLC to recognize sponsors who
choose to donate at all levels. Sponsorship levels also set a
standard for giving. There are two donation types, individual
donations and corporate sponsorships/donations. Corporate
sponsorships break down as follows:
Silver: $1,000
Gold: $3,000
Platinum: $5,000
Different rewards will be associated with each level of
giving for corporate sponsors. Platinum sponsors will be
listed on the front page of the website and highlighted on
the donors tab on the ACLC website. They will also feature
large logos on all advertising materials for each event, the
front of all event programs and recognition in each quarterly
newsletter.
Gold level sponsors will also be featured on the donors
tab on the website and feature logos on the back of event
programs for two events in addition to recognition in the
quarterly newsletters. Silver level sponsors will receive
recognition in the quarterly newsletters and on the donors
tab on the website.
Individual sponsorships break down as follows:
Bookworm Sponsorship: $25 provides instructional
materials for one section in a GED preparation class.
Bus Sponsorship: $50 provides a bus pass for a
student who needs help with transportation.
ESL Sponsorship: $100 provides learning materials for
a student in an ESL program.
A+ Sponsorship: $125 provides a scholarship for an
adult learner to take the GED Exam.
Teacher Sponsorship: $250 provides an instructor for
109

a new literacy class for a month.
Back to School Sponsorship: $500 funds a post-secondary scholarship for an
adult GED recipient.
The idea behind naming the sponsorship levels for individuals is because it gets
donors excited about the specific cause that they choose. More importantly, it
encourages donors to select a level that they might be passionate about versus
deciding solely based on a monetary amount. For example, if a donor is passionate
about sending a fellow adult back to school, they might choose that scholarship, but
if it was just labeled $500 it might deter them from donating such a large amount.
110
objective
Goal 4, Objective 2
Increase direct outreach to current donors by

10 percent by May 2015.
111
tactic
Thank-You Notes
Send hand-written thank you notes for donating.
When someone makes a donation to the organization, a
thank you note will be mailed to the donor. The notes must
be handwritten by a PR intern, Ms. Ritter will sign each one.
This tactic will cost $200 to implement. This includes three
boxes of Avery Postcards for Inkjet Printers 3380, 5-1/2 x
4-1/4, White, Matte, Pack of 120 from www.officedepot.com
at $13.59 a box. Free templates are provided by www.avery.
com. This also include $150 for stamps for the 300 thank
cards sent.
Thank you [FULL NAME] for donating to the Athens-Clarke
Literacy Council. We are excited to have you join our mission
to improve literacy in Athens-Clarke County. Together we can
help spread awareness about the literacy issues in Athens
Clarke-County and make a difference. We are happy to have
to on board. Welcome to the team!
112
tactic
Invitations to Events
Send personal invitations to fundraising events.
Invitations will be sent to donors eight weeks prior to
the event. The invitations will be addressed to each donor
personally and signed by Ms. Ritter.
Invitations will also be sent electronically. A sample email is
included below.
This tactic will cost $150 to implement. This includes two
Wilton Invitation kits from www.walmart.com for $18.99 a kit.
Each kit contains 100 invitations and envelopes with design
instructions. Also included in this budget is $100 for stamps.
113
Evaluation 1
Evaluation
Goal 1: Strengthen internal organization and communication.

Objective 1: Establish a new board structure and board member accountability system by
May 2015.
The board restructure will be evaluated based on any progress made since
implementing the new structure. Progress includes any improved communication
between the subcommittees and a more cohesive vision for each subcommittee.
This objective can be evaluated by simply counting the number of board members that
will have been recruited since implementing this plan. The important task here is to
diversify board members.
Determine whether a successful internship program was established by gathering feedback from exit interviews. Make sure posts were made on DawgLink and see if a PR
intern, administrative intern and marketing intern were all hired to support the ACLC.
Ensure that a suggestion box was created and is consistently placed out at meetings
and events.
Check to see if listservs were created for the various publics of the ACLC including
donors, board members and volunteers.
Goal 2: Increase awareness of the ACLC and literacy.

The elevator pitch should be 20-30 seconds long, and each board member should be
able to recite it at each event and presentation. Along with a new and solid definition
of literacy, the ACLCs mission and list of services should be solidified and a new slogan
should be implemented by February 2015.
Perform evaluations at the end of the fiscal year by counting how many brochures,
business cards and newsletters were given out compared to the previous year.
The website should be redesigned by February 2015.
Evaluation will include comparing (1) the number of followers/ likes, (2) the number of
posts - this will include both the frequency and the quality of the posts; (3) the
engagement between the ACLC and followers, in other words, comments posted by
114
Evaluation 2
followers and the ACLCs response; (4) mentions, or tags, of the ACLC on pages/profiles;
and (5) the frequency of use for hashtags, both general and event specific.
Official hashtags should be promoted at all events.
Compare the number of fliers that were posted around the city and the public library to
the previous year to see if 10 percent increase was achieved.
See how many viewers have seen the video created about literacy and compare the
views to the following year to see if 10 percent increase was achieved.
Objective 4: Increase community networking and two-way communication between supporting organizations by 25 percent by June 2015.
Conduct evaluation in June 2015 and measure the difference in supporting organization
involvement from a baseline established January 2015 to June 2015 to ensure a 25 percent increase was achieved.
Goal 3: Increase volunteer involvement.

Compare the number of times the ACLC sent newsletters, direct emails or other deliverables to their volunteers after the plan was enacted to the previous year to determine if a
10 percent increase was achieved.
Objective 2: Increase the number of UGA student volunteers by 20 percent by July 2015.
Identify how many volunteers are from UGA at the beginning of the year. At the end of
the year, compare the numbers to determine if they have indeed increased by 20 percent. The organization can check their efforts monthly to determine the average amount
of volunteers they earn per month, and compare that to their direct outreach efforts.
Objective 3: Increase community volunteers by 20 percent by August 2015
Identify how many volunteers are from the community at the beginning of the year. At
the end of the year, compare the numbers to determine if they have indeed increased by
20 percent. The organization can check their efforts monthly to determine the average
amount of volunteers they earn per month, and compare that to their direct outreach
efforts.
Goal 4: Strengthen fundraising strategy.

Compare the entirety of the previous years donations with the donations obtained the
year this plan is enacted to ensure a 15 percent increase was achieved.
At the end of the fiscal year, perform evaluations on direct outreach to determine if the
10 percent increase was achieved. The organization will need to compare the number
of times donors were contacted in the former year to the number of times they were
reached the year this plan was enacted.
115
Budget 1
Budget
Goal One: Strengthen internal organization and communication
Objective 1: Establish new board structure and board member accountability system by May 2015
$0
$0
$0
$0
$0
Tactic 1 - Restructure the Board of Directors

Tactic 2 - Create a packet outlining responsibilities of each subcommittee
Tactic 3 - Introduce a board member contract
Tactic 4 - Create a bi-annual review of progress with board members
TOTAL
Objective 2: Recruit four new board members by February 2015
$0
$0
$0
Tactic 1 - Have board members attend networking events

Tactic 2 - Reach out to local business owners
TOTAL
Objective 3: Establish new inernal communication infrastructure by February 2015
Tactic 1 - Establish internship program with UGA students
Tactic 2 - Create a suggestion box
Tactic 3 - Establish internal communication mechanisms (Listservs)
TOTAL
$0
$15
$0
$15
Goal Two: Increase awareness of literacy and ACLC

Objective 1: Create a brand for the ACLC by February 2015
Tactic 1 - Implement a cohesive definition of literacy
Tactic 2 - Implement a 10 second elevator speech
Tactic 3 - Implement the new slogan
Tactic 4 - Redesign the website
Tactic 5 - Create a style guide
Tactic 5 - Create marketing materials to be disseminated to program participants
TOTAL
$0
$0
$0
$0
$0
$288
$288
Objective 2: Increase social media presence by 50 percent by July 2015

Tactic 1 - Create a social media engagement plan
TOTAL
$0
$0
Objective 3: Increase ACLC advertising by 10 percent by July 2015

Tactic 1 - Post fliers
50 flyers (8.5 x 10.98 flyers via Vistaprint, $14.99 per 25)
Tactic 3 - Advertise through public library
Tactic 4 - Create literacy awareness video
TOTAL
116
$0
$30
$0
$0
$30
Budget 2
supporting organizations by 25 percent by June 2015
$175
Tactic 1 - Host town hall meeting with supporting organizations (bimonthly)
Chick-fil-A catering (five large Chick-n-minis trays, $20/tray; six 96
oz. boxes of coffee, $12/box) - serves 50 guests
TOTAL
$175
Goal Three: Increase volunteer involvement

Objective 1: Increase direct outreach to current volunteers by 10 percent by April 2015
$0
$0
$0
Tactic 1: Send personal invitation emails to volunteers for fundraising events.

Tactic 2: Develop appreciation materials to be sent to volunteers after events
TOTAL
Objective 2: Increase the number of UGA student volunteers by 20 percent by July 2015
$0
$0
$0
$0
Tactic 1: Create a relationship with Volunteer UGA

Tactic 2: Attend UGA volunteer fair
Tactic 3: Survey volunteers
TOTAL
Objective 3: Increase community volunteers by 20 percent by August 2015
Tactic 1: Reach out to PTA and PTO members in local schools
TOTAL
$0
$0
Goal Four: Strengthen fundraising strategy

Objective 1: Increase amount of monetary donations by 15 percent by July 2015
Tactic 1: Host annual Wheel of Fortune fundraising dinner (see events)
Tactic 2: Update Spelling Bee event
Tactic 3: Participate in National Adult Education and Family Literacy Week
Tactic 4: Parner with local businesses to host percentage nights
Tactic 5: Set a fundraising dollar amount for each board member to obtain.
Tactic 6: Send donation appeal letters packaged with newsletters to local
businesses and high level donors for each major event
Tactic 7: Create sponsorship levels for individuals and companies
TOTAL
see below
$0
$0
$0
$0
$100
$0
$100
Objective 2: Increase outreach to donors

Tactic 1: Send hand-written thank you notes for donating
Tactic 2: Send personal invitations to fundraising events
Two Wilton Invitation kits from www.walmart.com for $18.99 a kit, each
kit contains 100 invitations and envelopes
TOTAL
$200
$150
$350
117
Budget 3
Events
Spelling Bee
$4,000
TOTAL
Scrabble Tournament
TOTAL
$300
Wheel of Fortune Night
$1000
$2,250
$50
$400
$525
$4,225
Venue
Catering
Silent auction items and prizes
Decorations
Hosting
TOTAL
Stamp for book distribution
TOTAL
GRAND TOTAL
118
$20
$20
$9,503
119
120
Research Appendix 1
Research Appendix
Five key publics emerged for the ACLC campaign: (1) board members, both current and
emeritus, (2) donors, (3) local literacy program providers (henceforth referred to as supporting organizations), (4) Athens-Clarke County residents (henceforth referred to as the
general public) and (5) current literacy program participants, this included ESL and GED
classes. Research was conducted through semi-structured interviews and surveys.
All publics were asked general questions such as have you heard of the ACLC, what do you
think the ACLC does, what are the strengths/weaknesses of the ACLC and how can the
ACLC improve. Additionally, each public was asked to define literacy. The situation analysis
revealed that both literacy and illiteracy comprises a wide range of definitions and very few
Athens citizens are aware of the state of literacy in Athens. Therefore, the research aimed
to (1) better understand the current state of literacy in Athens, (2) compile a list of the
varying definitions of literacy and (3) promote a clearly defined, easy to understand definition of literacy.
Specific research tactics for each key public is discussed in the subsequent sections. Note:
All survey instruments are located in the appendix.
Board members
Current and emeritus board members were sent a semi-structured survey via email. In our
efforts to learn more about the needs of the ACLC, we determined it was necessary to explore the internal structure of the Councils Board of Directors. We wanted to find out why
board members originally got involved with the Council, how the board is organized and
what these members hope to accomplish during their time on the board. In addition, we
wanted an insiders perspective on the strengths and weaknesses of the Council.
In order to maximize response rate, the survey was concise and was able to be completed
in less than 20 minutes. Furthermore, the small number of board members inhibited our
ability to quantitatively analyze the data. The data was, therefore, analyzed qualitatively.
The intention of the survey was to reveal the board members understanding of their mission, their perception of the Councils structure and what they hope to achieve as a board
member. From the survey, we hoped to identify potential communication goals, internal
issues with the board and clarify the definition of literacy.
The survey began by asking respondents to define literacy in their own words in order to
establish a consistent definition. These results were consulted when creating a definition of
literacy to be used in an elevator pitch for the ACLC.
Members were then asked about their involvement in the Council, which included how long
they have been involved with the Council and how they initially heard about it. This information was then used to help recruit new board members.
Next, by asking the board about the Councils impact on the community, we hoped to determine what leads an individual to become passionate enough about adult education to
become involved with the ACLC. Additionally, this question helped to better understand
121
Research Appendix 2
the board members perceptions of the Council and its potential impact in the
Athens-Clarke community.
We also investigated how board members are briefed about their responsibilities. For
example, do they receive preparatory material before joining the board? It is important for
board members to be clear on their responsibilities in order for the Council to run
efficiently. Next, we asked what board members perceive to be the Councils strengths and
weaknesses. This gave a unique internal perspective of the Council.
Finally, we asked about the board members personal ideas and objectives in order to
determine if there was a consensus on a specific goal or idea to improve the Councils
funding or visibility in the community. Our hope in sending this survey was that we would
understand whether the board members are clear about their responsibilities and the
Councils mission in order to best serve the Athens-Clarke community.
Donors
In order to best develop a plan to increase donations to the organization, it was
important to contact current donors to gage why, when and how they preferred to
donate to the ACLC over other non-profit organizations in the Athens. After contacting Ms.
Ritter for a list of current donors, both private individuals as well as corporate sponsors,
we reached out to them individually via email. The survey detailed questions to determine
respondents awareness of the organizations mission, current feelings about their
involvement and suggested improvements for the organization. The results were then
analyzed in order tobetter understand the type of donor attracted to the Council and what
they look for in their donor experience.
The survey began by asking respondents to answer basic introductory questions including
how they heard about the ACLC. This information was consulted in planning external
communications to donors. The results indicated the successes of the current
communications of the organization and the failures, as will be discussed in the research
analysis. We also asked questions to determine donors awareness of the organizations
mission and services. This information allowed us to determine if the ACLC is clearly and
accurately presenting itself.
We also asked about donors involvement with the organization, including why they chose
to donate. We wanted to gain further insight as to the type of person drawn to this cause,
whether it be because they believe in the cause fully, have a personal reason for wanting to
support the ACLC, or if they merely chose this organization by chance. This type of
information was used to help the ACLC create a plan to target future donors. The survey
also addresses acknowledgement of the donors and if they feel as though they are being
heard within the organization.
Finally, we asked for suggested improvements. This included questions pertaining to
realistic expectations in the way of events and community outreach. This information aided
in planning events more suited to attract potential donors and please current ones.
122
Research Appendix 3
Supporting organizations
All active literacy organizations in the Athens area were sent semi-structured
interview-style surveys via email. In conducting this research, it was important to ascertain
if literacy organizations in the Athens area use the ACLCs services and whether or not the
Council is fully supporting these organizations.
The first set of questions aimed to better understand the range of organizations surveyed,
the types of programs offered, gage how participants typically hear about and come to be
involved in the programs and discover what areas the organizations need increased
support. Further, it was important to gain insight into how the ACLC interacts with
supporting organization. These questions included, for example, have you ever heard of
the ACLC, does your organization have a working relationship with the ACLC and how can
the ACLC better support your organization. Additionally, it was important to gain a better
understanding of the range of literacy definitions and the state of literacy in Athens-Clarke
County. Therefore, the survey instrument included questions such as define literacy in your
own words, what is the current state of literacy in Athens and are there literacy needs not
currently being met.
Finally, several 5-point Likert-type scales, with one being strongly disagree and five being
strongly agree, were included to ask surface-level questions such as the ACLC provides
a needed service, the ACLC is useful in promoting literacy in Athens, literacy programs in
Athens need a referral organization and there are too many literacy organizations in
Athens.
While performing initial research, it was found that the nonprofit community in Athens is far
reaching and often includes a lot of overlap and confusion. Therefore, the final Likert-type
question was included to gage whether or not literacy organizations were included among
this group. It was also important to discover whether or not an umbrella organization is
necessary at this point.
General population
Since the ACLC aspires to create literacy awareness within the Athens community, it is important for the general public to understand the meaning of the literacy. In order to gage
this knowledge, a short survey was conducted on anonymous members of the Athens community to find out what literacy means to them and to determine the overall understanding
of the ACLC and its purpose.
To gather this data, a general public survey was conducted at two Athens Wal-Mart locations: Lexington Road and Epps Bridge Road. Aiming to reach a larger majority of the general public, the surveys took place at 10:00 a.m. and 5:00 p.m. on a Friday, reaching those
who work at different times of the day.
The public was questioned on their personal definition of literacy as well as their knowledge
of the ACLC. Further, after being informed of ACLC functions, respondents shared whether
or not they have received help from the ACLC or know someone who would benefit from
ACLC support.
123
Research Appendix 4
In addition to the information gathered from this survey, seven videos containing
respondents defining literacy were compiled into an edited video for campaign use.
Ultimately, the goal is to educate the general public on ACLC and the value of literacy in
the Athens community.
Along with the general public surveys conducted at the two Wal-Mart locations, surveys in
Spanish were also disseminated at one of Casa de Amistads English classes. The goal of
this survey was to get a closer look at the opinion of the general public who benefit from
one of the ACLCs supporting organizations and ask their thoughts on what literacy means
to them and if they have ever heard of the ACLC.
Current literacy program participants
The ACLC serves a subset of the population that has not yet received a high school diploma or GED equivalent.. In order to completely understand the effectiveness of the ACLCs
role in placing prospective GED students in the proper class we reached out to Athens
Technical College to survey their GED students.
The questions were designed to take a further look into the effectiveness of ACLC, the
demographics of the students who take the courses and why the students sought to take
GED courses. After gathering and synthesizing the data, we hoped to gain insight on how
to help the ACLC be beneficial to this population.
Similar to the supporting organization survey instrument, the first set of research questions
gathered demographic information and asked basic questions such as how did you hear
about the program and why did you decide to take a GED class. Further, the survey asked
questions surrounding the ACLC in order to gage whether or not program participants
have had any contact with the Council. For example, have you ever contacted the ACLC,
did the ACLC provide you with any useful resources and was the ACLC helpful in providing
information.
Most important within this public was trying to better understand why program
participants decided to pursue their GED. Therefore, questions such as what do you hope
to gain from getting your GED and why did you decide to pursue your GED were included.
In order to fully understand the literacy issues in Athens-Clarke County, it was equally
important to understand why participants decided to pursue their GED as why some
Athens citizens choose not to improve their literacy and pursue higher education options.
Finally, participants were asked to define literacy in their own words.
Research Analysis
Based on the research conducted, the follow analyses emerged.
Board members
In our efforts to learn more about the needs of the ACLC, we determined it would be
necessary to explore the internal structure of the Councils Board of Directors. From the
13 surveys distributed, nine responses were returned. Almost half of participants skipped
one question asking them to define literacy in their own words. Answers from those that
did complete the question were inconsistent, lending to the belief that one objective of our
124
Research Appendix 5
campaign should be creating a consistent definition of literacy for not only Athens-Clarke
residents, but also the Councils own members.
The survey revealed all participants had been members of the Board of Directors for over
a year. They reported first hearing of the ACLC from inconsistent sources with 66 percent
of respondents learning about the Council through Word of Mouth or Other. Respondents also reported inconsistent understanding of their own initiation into the Council. Four
members reported that they received no materials to prepare them for their position on
the board, while five reported that they did. Three respondents said they were not briefed
about their responsibilities as a board member, but six said that they were briefed.
Board members major concerns about the organization focused on lack of funding and
low visibility. Most indicated that a strength of the organization was found in the passion
and dedication of the board members in wanting help the Council grow and their commitment to spreading awareness about the importance of literacy. The main weaknesses
included lack of time, visibility and finances. The range of responses to the organizations
weaknesses were also varied, indicating that the Council has many internal communication
issues to solve before they can focus on expansion.
When asked about what they hoped to see accomplished within the next year, four of the
nine respondents expressed the need to reach out to new partner programs or donors to
increase the Councils visibility, primarily through a publicity campaign. Some responses
were more specific, mentioning adding new board members or improving the Councils
website and Facebook page.
In summary, the results of the survey revealed that the board members themselves did not
know their responsibilities or the councils mission, which leads to problems with communicating said mission to the public. The lack of a clear direction affects the ACLCs ability to
get support from the community, communicate with potential sponsors and donors, recruit
new board members or simply gain traction to grow as an organization.
Donors
In order to best develop a plan to increase donations to the organization, it was important
to contact current donors to gauge why, when and how they prefer to donate to the ACLC
over other nonprofit organizations in the Athens community. Email surveys were sent to
emeritus board members, volunteers and donors. The survey detailed questions to determine their awareness of the organizations mission, current feelings about their involvement
and suggested improvements for the organization so that the team could evaluate and
better understand the type of donor attracted to this organization and what they look for
in their donor experience.
The survey elicited 12 responses. Respondents relationship to the organization broke down
as follows: 41 percent volunteers, 50 percent donors, 33 percent previous board members
and 16 percent of volunteers were not associated with the organization at all.
Sixty-six percent of respondents first heard of the organization through word of mouth
while 16 percent first heard of the organization through promotional literature. The
125
Research Appendix 6
remaining 17 percent of respondents heard of the organization by working with partner
programs. Thus, 83 percent of donors and volunteers were primarily recruited based on
existing relationships. This data reveals a serious lack of promotion and the failure of
effective promotion in the local community.
While 100 percent of respondents defined the mission of the Athens Clarke Literacy
Council to promote adult literacy in the Athens community, it was clear based on the
question that followed that many did not know what that mission entailed. For example,
participants could not provide a consistent list of needs the organization fulfilled in the
Athens-Clarke County community - even being named redundant by one participant. This
information reveals a severe lack of focus and clarity within the organization on their
purpose in the community.
Although it seems the donor base was not clear on the mission and services provided by
the ACLC, 75 percent of donors noted that they choose to donate to ACLC because they
supported their mission. However, 100 percent of respondents noted that they were
unaware just how donations were utilized by the organization. In addition, 92 percent of
donors reported feeling like they were making a difference in the community and were
satisfied with the ways their donations were being utilized. Donors are donating to support
a cause but fail to see the fruit of their donations. They feel that by making a financial
contribution to a nonprofit organization there must be some greater good being served,
even if they are unaware of what that service is. These findings reveal a severe lack of
communication within the organization and a failure to actively engage donors in
meaningful and purposeful ways.
This conclusion was further solidified when participants are asked if they would like to
participate more with the ACLC. Fifty-nine percent of donors responded yes. In that same
vein, volunteers noted that they would like to volunteer for more fundraising events and
had an overwhelming response to suggested events. Ninety-two percent of respondents
would like to see the ACLC host auctions or dinners. Community relations are vital to
growing donations as many donors have noted, but donors need to feel actively involved
and engaged in programs to increase loyalty and commitment to the cause.
Other suggestions for the organization were also listed. Fifty-nine percent of
respondents would like to see more community outreach from the organization, while 33
percent would like to see the organization offer direct services. Twenty-five percent of
respondents thought the organizations should host more fundraising opportunities.
Volunteers and donors are unaware how their donations are being utilized but are clear on
what they expect from the organization. These results reveal a lack of two-way symmetrical
communication with both donors and volunteers. While it is important the ACLC
communicate initiatives and programming with the board, it is vital they encourage
feedback and adjust accordingly. A few respondents felt strongly about not being heard
within the organization calling the board close minded to progressive ideas and highly
dysfunctional.
In sum, the data reveals the ACLC desperately needs more promotion within the
community, a more focused purpose and list of services, more active involvement from
126
Research Appendix 7
donors and volunteers beyond one-time volunteering and monetary donations and an open
policy for two-way communication.
Supporting organizations
After analyzing the data, it was clear that literacy organizations within the Athens community had heard of the ACLC and had a working relationship with the Council. However,
these relationships varied in degree of involvement and services rendered.
Research showed that most of the supporting organizations surveyed offered GED, ESL
and/or support classes. Additionally, program participants typically heard about classes
through word of mouth, the organizations website, the workplace, social media and
information from local schools. Interestingly, one organization worked mainly with students
were mandated by the courts to complete their education.
A major point of conducting research on local literacy organizations was to ascertain where
the organizations needed increased support and how the ACLC could fill those needs. The
most prevalent areas where increased support is needed include volunteer recruitment
including increasing the number volunteers, especially long-term volunteers, and
providing training for volunteers; increased financial support including aid in transportation
costs, testing equipment and software and general materials (e.g., computers, individual
workbooks); help in finding and applying for grants; and resources for teachers such as
training workshops and networking opportunities.
Currently, the ACLC mainly supports literacy organizations through scholarships, the
occasional volunteer and student referral, bus passes and GED information. However, these
aids are not consistent across all supporting organizations. Therefore, a major goal of this
campaign is to increase overall support to these organizations as well as providing
standard services. Further, the campaign will attempt to increase communication not only
between the ACLC and the supporting organizations but also between the organizations
themselves.
The supporting organizations were also asked to describe the current literacy landscape in
Athens-Clarke County. While their responses varied, it was clear that literacy is a major
issue in the Athens community. For example, there is an overlap of services and a
disconnect of communication amongst these organizations. In addition, the supporting
organizations noted that the voices of those that need literacy services are often not heard.
Therefore, in addition to promoting the ACLC through the result campaign, it is also
important to promote literacy as a whole. This will include creating a unified, easily
understandable definition as well as an awareness campaign that will likely involve
supporting organizations.
Finally, the Likert-type questions showed that all surveyed organizations noted that the
ACLC provides a needed service. However, additional info provided indicated that there is
little to no branding of the ACLC, meaning little to no brand awareness among outsiders.
General public
Because the ACLC aspires to create literacy awareness within the Athens community, it is
127
Research Appendix 8
important for the general public to understand the meaning of literacy. In order to gage
this knowledge, a survey was conducted to anonymous members of the Athens community
to find out what literacy means to them and to determine the overall understanding of the
ACLC.
The surveys conducted at the two Wal-Mart locations generated 30 responses by anonymous shoppers. Forty percent of the respondents believe that the definition of literacy is
the ability to read and/or write. Thirty-three percent did not know the definition and twenty-three percent claimed that literacy had to do with knowledge or education. The remaining answer defined literacy as English.
Eighty-three percent of respondents had never heard of ACLC and one hundred percent
had not reached out to ACLC for help. The five respondents were aware of the ACLCs
organizational purpose and forty percent claimed they knew someone who might benefit
from contacting ACLC for help with GED or English-speaking classes.
Current literacy program participants
Surveys were disseminated at Athens Clarke Technical College GED classes. From the surveys sent out, 15 responses were received. Based on a series of question used to gauge
the ACLCs effectiveness as a liaison for literacy resources, we discovered the following
data. When GED students were asked if they had ever contacted the ACLC, 60 percent
responded no, 26 percent responded they have never heard of the ACLC and only 13 percent responded yes. From the two students who responded yes, they indicated the ACLC
was highly effective in helping them with steps to enroll in a GED program and giving them
general information. These respondents also indicated that they know someone who works
for the ACLC.
Most students learned about the GED program at Athens Technical College from
other resources in the community. Four students indicated they learned about this program
through a friend or word-of-mouth. One person indicated they heard about this program
through an advertisement at Goodwill, one learned about the program online, one through
a newspaper advertisement, one through ACCA Senior SCSEP Certificate for Caregiver and
one through a job placement program at the labor department. Only one participant
indicated they learned about the program through an ACLC board member. When asked to
define literacy, most respondents associated the term with the ability to read and write.
Most participants responded that they pursued the GED program because they want the
chance at a better education, career and future. Another response was that they were
encouraged by family members to pursue a GED. Three people indicated they want to
further their education by going to college or vocational school after earning their GED.
Seven people responded they know someone who has previously earned their GED. One
person of those seven learned about the program through the ACLC. When asked if they
would recommend GED courses to others, 60 percent of the students indicated they
would.
Most of the students who are enrolled in the courses were either 20 years and younger or
50 years and above. Four students were male and nine students were female. When asked
128
Research Appendix 9
for their racial identification, we received a low response rate. Only four responded: one
person responded White, and three people responded African American. 66 percent of the
students were single, with six of 10 reporting they had children. Conversely, 26 percent are
married with children.
Most of the students highest level of education was high school. However, several indicated
they stopped attending school at the middle school or elementary school level. Those indicating they stopped attending school at earlier grade levels were ages 50 and above.
The research conducted and the corresponding results were subsequently used to create a
campaign to increase literacy awareness in Athens-Clarke County and increase brand
recognition of the ACLC.
129
Donor Survey
The following questions will be used to describe your experience donating to the Athens-Clarke
Literacy Council. All responses will be kept condential and will be used to identify ways the
ACLC can better serve and attract donors like you. It will take approximately 20 minutes to
complete this survey. We appreciate your participation, and thank you in advance for your
feedback.
What is your relationship with the ACLC?

Please select all that apply.
Donor
Volunteer
Board Member
I am not associated with the ACLC
How did you hear about the ACLC?
What is their mission?
What need do they fulll in the community?
Why did you decide to donate to this organization over another?

Select all that apply
I support their mission
130
131
132
Board Member Survey
133
134
135
136
137
138
139
140
141
142
143
144
145
Walmart Survey
What does the word "literacy" mean to you?
Have you ever heard of the Athens-Clarke County Literacy Council?

Yes
No
I don't know
If so, have you or anyone you know ever reached out to the Athens-Clarke County Literacy Council
for help/information?
Yes
No
If so, how have they helped you?
Do you see a value in this organization in the Athens community? Why?
146
147
General Public Survey (Spanish)

Qu signica para usted la palabra "alfabetizacin"?
Alguna vez ha escuchado hablar del Consejo de Alfabetizacin del Condado de Athens-Clarke?
Si
No
Tal vez
Si es as, Alguna vez usted o alguien que conozca se han puesto en contacto con ellos?
Si
No
Si es as, Cmo le han ayudado?
Ve usted un valor en esta organizacin en la comunidad de Athens? Por qu?
148
149

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Athens-Clarke

History of the Council

Opportunities, Obstacles and Threats

The Organization: Strengths

The Organization: Weaknesses

The Organization: Supporters and Competitors

Goals, Objectives, Tactics

Goal 1: Strengthen internal organization and communication.

Goal 2: Increase Awareness of the ACLC and Literacy

Objective 1: Create a brand for the ACLC by February 2015.

Goals, Objectives, Tactics continued

Goal 4: Strengthen Fundraising Strategy

Strengthen internal organization and communication.

Establish new board structure and board member

Goal 1 | Objective 1 | Tactic 1

Goal 1 | Objective 1 | Tactic 2

New Member Information Packets

Goal 1 | Objective 1 | Tactic 2

New Member Information Packets

Goal 1 | Objective 1 | Tactic 2

Goal 1 | Objective 1 | Tactic 3

Board Member Contracts

Athens-Clarke Literacy Council Board Member Contract

Please sign and date below.

Goal 1 | Objective 1 | Tactic 4

Goal 1 | Objective 1 | Tactic 4

Bi-Annual Progress Review Survey for Board Members

Recruit four new board members by February 2015.

Goal 1 | Objective 2 | Tactic 1

Goal 1 | Objective 2 | Tactic 1

Email Pitch for Speaking Opportunities

Goal 1 | Objective 2 | Tactic 2

Reach Out to Local Businesses

Establish new internal communication infrastructure by February 2015.

Goal 1 | Objective 3 | Tactic 1

Goal 1 | Objective 3 | Tactic 1

Goal 1 | Objective 3 | Tactic 2

Goal 1 | Objective 3 | Tactic 3

Internal Communication with Donors & Volunteers

Increase awareness of the ACLC and literacy.

Create a brand for the ACLC by February 2015.

Goal 2 | Objective 1 | Tactic 1

Goal 2 | Objective 1 | Tactic 2

Goal 2 | Objective 1 | Tactic 3

Goal 2 | Objective 1 | Tactic 4

Goal 2 | Objective 1 | Tactic 4

Workshops tab: Expand the current blurb regarding workshops. Include

Goal 2 | Objective 1 | Tactic 4

GED Scholarships: The current blurb should be expanded to include

Goal 2 | Objective 1 | Tactic 4

and number is required. You can send your application to:

If financially possible, we recommend the Unlimited Plan for $12.42 a

In addition you will receive $125 in Local Listing Vouchers, $100

Goal 2 | Objective 1 | Tactic 5

Athens-Clarke Literacy Council

2014-2015 Style Guide

This is a free font that can be found and downloaded at

Body copy: Open Sans

This is a free font that can be found and downloaded at

Accent font: Open Sans

Correct use of logo:

The picture displayed to the left is