Hands and Hearts For Art

Hands &Hearts
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"THE CHILDREN'S PLACE TO CREATE

November 20, 2008
Chapman University
Vanessa Banuelos
Crystal Chou
Audrey Marshall
Nicole Riedman
Kate Westervelt
Hands&Hearts
Table of Contents
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Introduction..........................................................................................................................4
Client Fact Sheet..................................................................................................................6
Executive Summary.............................................................................................................7
PART I: Campaign Plan....................................................................................................8
Background..........................................................................................................................9
Situation Analysis...............................................................................................................11
Core Problem/Opportunity..................................................................................................13
Goals and Objectives..........................................................................................................14
Key Publics.........................................................................................................................15
Message Strategies.............................................................................................................19
Strategies and Tactics.........................................................................................................21
Communication Confirmation Table..................................................................................24
Calendar.............................................................................................................................29
Budget................................................................................................................................34
Evaluation Criteria and Tools.............................................................................................36
Recommendations for Future Client Actions.....................................................................38
PART II: Support Materials and PR Tools....................................................................39
Copy Outline: Billboard.....................................................................................................40
Billboard............................................................................................................................42
Copy Outline: Brochure.....................................................................................................44
Brochure.............................................................................................................................47
Business Card.....................................................................................................................49
Copy Outline: Direct-mail Postcard...................................................................................50
Direct-mail Postcard..........................................................................................................53
Copy Outline: Fact Sheet...................................................................................................55
Fact Sheet...........................................................................................................................57
Copy Outline: Feature Release..........................................................................................58
Feature Release..................................................................................................................61
Invitation............................................................................................................................64
Copy Outline: Newsletter...................................................................................................65
"TheheHE CHILDREN'S PLACE TO CREATE
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Newsletter..........................................................................................................................68
Copy Outline: News Release.............................................................................................72
News Release.....................................................................................................................75
Copy Outline: Pitch Letter.................................................................................................77
Pitch Letter.........................................................................................................................80
Copy Outline: Public Service Announcement...................................................................82
Public Service Announcement...........................................................................................85
Copy Outline: Special Event..............................................................................................87
Special Event.....................................................................................................................91
Appendix...........................................................................................................................92
Mission Statement..............................................................................................................93
Research Summary.............................................................................................................95
Preliminary Identification of Publics ................................................................................96
Preliminary Identification of Resources.............................................................................97
Research Bibliography.......................................................................................................98
Hands&Hearts
Introduction
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Hands & Hearts for Arts is a not-for-profit organization founded in 2000 by Dr. Ana
Jimenez-Hami in the Orange County city of Santa Ana. Originally called Orange County
Childrens Therapeutic Arts Center, Hands & Hearts for Arts was created to offer various art programs as therapy to children with special needs, health, mental, and emotional
problems. Families within the community recognized the value of HHA and were willing to donate their time and service to help the organization develop. The organization
has since grown to offer services to all children and have a number of after-school art
programs from painting and dance to performing arts. The mission of Hands & Hearts
for Arts is to empower youth and their families, including those with special needs or
who are at risk, to reach their fullest potential through comprehensive multicultural and
multilingual art-based programs. This mission has been carried out in numerous success
stories of children that have grown into well-rounded successful adults.
Grant restrictions, lack of professional volunteers, and donor decline are constant concerns for Hands & Hearts for Arts. It relies heavily on donors and grants to keep the programs running and the current state of the economy has caused unease about the future.
HHAs clientele is growing rapidly, subsequently creating the need for more space. A
larger building is on the horizon, which may be acquisitioned for less because of the recent real estate crisis. A fundraiser is in the near future to help raise awareness of the centers activities, as well as creating excitement within the community of Orange County.
A childrens place to create evolved as the theme for our campaign because Hands &
Hearts for Arts main focus is the children. Families and donors are key in facilitating
the changes desired for the children and for the center, however, children are the heart of
what HHA is all about. We targeted families because they are the ones who get involved
and help reinforce the new behaviors their children learn while at the center. Donors
make it possible for children to continue to grow and prosper through generous donations
of goods and services. They pick up where government funding has left off.

We recommended a name change from Orange County Childrens Therapeutic Arts Center to Hands & Hearts for Arts for several reasons. Initially, we thought the organization
was focused on helping children with special needs because of the word therapeutic in
Hands&Hearts
Introduction (cont.)
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the title. While this is part of the centers client base, they have grown to offer services to
all children and we thought their name should reflect that expansion. This will also help
them receive a larger variety of government grants. Updating the centers logo and promotional materials to reflect a more current, lively representation of the centers mission
and services was on our list of public relations efforts. Our new logo has been implemented throughout this campaign to illustrate the change desired by the client.
Hands&Hearts
Client Fact Sheet
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Mission
Organization
Facility
Programs
Services
Hands & Hearts for Arts

2215 N. Broadway
Santa Ana, CA 92607
Phone: (714) 547 5468
To empower youth and their families, including those with special needs
or who are at risk, to reach their fullest potential through comprehensive
multicultural and multilingual art-based programs.
Since 2000, Dr. Ana Jimenez, founder and CEO, oversees the center and
all its activities directly in conjunction with a board of directors.
Located at 2215 N. Broadway Santa Ana, CA, HHA is one, 10,000 square
foot office that has been broken up into smaller classrooms. Each classroom focuses on one section of the arts, whether it is music, drama, or
painting. The administrative offices are also located within this same
structure.
HHA offers many diverse programs: after school arts, family counseling, tutoring, early start, musical theater, media arts, musical instrument
training, dance, pre-school, therapeutic arts, summer art camp and parents
education.
The center also offers marriage and family counseling to troubled families in need. It also has referral services.
Monday-Friday 9:00 am to 8:30 pm and Saturday 9:00am to 4:00 pm.
Hours of
Operation
Participants HHA serves over 1,00 students and their families on a yearly basis.
Fee
Determined on an individual basis.
Schedule
Volunteers Varies from month to month. The center welcomes volunteers and can
always use help. Most volunteers are family members of students or college interns.
Board of
Dr. Anaida Colon-Muniz: Chapman University, Education Professor, CA
Directors
Assoc. of Bilingual Education; Felipe Heras: Parent Representative, DPS
President, Document Processing Solutions Inc.; Lesly Seaby: Marriage
and Family Therapist; Dr. Ana Jimenez-Hami: OCCTAC, Founder & Executive Director, Chapman University, Part-time faculty School of Education; Silvia Rosa Hernandez: Parent Representative, SEIU Service Employees International Union; Nilo E. Lipiz: Santa Ana College, Dean of
Instruction & Student Services; Maria Garcia: Santa Ana Unified School
District; Donna Smith: Visual Artist; Luisa Ruiz: Santa Ana College, Student Services; Vinicio Lopez: Santa Ana College, Adult Education.
Hands&Hearts
Executive Summary
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Hands & Hearts for Arts is an Orange County based nonprofit organization that focuses
on the development of children through art. Founded in 2000 by Dr. Ana Jimenez-Hami,
HHAs strives to empower youth and their families, including those with special needs or
multilingual art-based programs. Its tagline, The childrens place to create reflects the
importance placed on allowing children to grow and explore their talents in a safe place.
Goal: To increase financial support while reshaping Hands & Hearts for Arts reputation
into one that serves all children, not just special needs children.
Objectives:

Change the name of the organization so that it properly reflects its service.

To successfully purchase a new facility in the heart of Santa Ana.

To increase the amount of philanthropic support.

Hire administrative staff by April 1, 2009 for the new facility

Create new publications, like brochures and flyers.

Gain new family participants.

Gain even more press and publicity through reporters and press releases
Key Publics:

All children within the Orange County community.

Parents and families of children within the Orange County community.

Current and potential donors.
Strategy: Raise awareness with current, past and potential donors about current events at
HHA, as well as information on how they can contribute to the organization.

Hold a large event with performances and exhibitions by the children of

HHA that will inspire potential donors and current donors to donate.

Meet with potential corporations to suggest purchasing the building for

HHA, or to contribute a significant part in purchasing the building.

Have donation information available at all times at the check-in counter.
Strategy: Raise awareness of the existence of HHA with low-income, ethnic minority
parents and the media.

Continue issuing press releases of current HHAs news to major local

newspapers in Orange County, as well as local Spanish print media.

Keep an updated list of events on the HHA Web site and blog.

Host a special fundraising event for the children, their families and donors.
Total Budget for Campaign: $3,920
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PART ONE: CAMPAIGN PLAN
Hands&Hearts
Background
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The use of art for therapeutic means first appeared in Austria in 1900 through the art
educator Franz Cizek who focused on the expression of children through art. Art therapy
was applied to those with mental health problems in 1922 through Hans Prinzhorn, who
published, Artistry of the Mentally Ill (Gates 109). However, it was not until the 1930s
that the United States first began to take notice of the field of art therapy (Agell 8). Margaret Naumburg, an American educator, advocated the use of art therapy over psychotherapy in treating patients and established the practice as a discipline in the United States
(Cane). In 1942, Adrian Hill coined the phrase art therapy as he turned to his art in his
recovery from tuberculosis (Gates 109). Hill later developed institutional support for art
therapy as a profession (Hogan 28). Judith Aron Rubin published the leading textbook
on childrens art therapy in 1978, which continues to serve as the premier reference for
art therapists (Rubin). Founded in 1969, the American Art Therapy Association today
represents approximately 4500 members nationwide (American).
The field of art therapy continues to flourish around the world today. It appears in various disciplines, including programs for Alzheimers patients, children, war veterans, and
those suffering emotional traumas or other emotional difficulties (Farooqui). As reported
in NPR, Eduardo Carrillo released a documentary in 2003, Little Voices, which uses
childrens art as a form of therapy to expose their perspective on the war in Columbia (Ellis).
Orange County hospitals began incorporating art therapy into their programs in 2002,
although other organizations in the area utilized art as therapy earlier (Liddane). In 1988,
the Alzheimers Organization started its Memories in the Making Arts Program which
allows patients with brain disorders to elicit memories through art (Lewis).
Founded in 2000 as the Orange County Childrens Therapeutic Arts Center by Dr. Ana
Jimenez-Hami through grant funds, the now Hands & Hearts for Arts was created to
offer various art programs as therapy to children with special needs, health, mental, and
emotional problems (Orange). The organization was well received by the community as
demonstrated through the willingness of parents to bring their special needs children to
the program. Hands & Hearts for Arts first offered arts and music classes free of charge,
and later instituted music therapy programs.
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Background (cont.)
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At least a dozen other organizations in the Orange and Los Angeles counties provide
similar services to Hands & Hearts for Arts. Los Angeles The Art of Elysium has a
long list of well-known celebrities attached to its name and hosts more events. Laguna
Niguels Art and Creativity for Healing and Los Angeles Free Arts for Abused Children
provide almost the exact services as Hands & Hearts for Arts, with Free Arts being one of
the centers longest-running competitors, being established in 1977. The VH1 Save the
Music Foundation, based in Los Angeles, poses a high threat to Hands & Hearts for Arts
because of its widespread recognition across the nation.
Clearly, Hands & Hearts for Arts faces a long list of competition throughout Southern
California, but distinguishes itself from its competitors by being the first therapeutic arts
center in Orange County to offer comprehensive multicultural and bilingual curriculum
and arts programs.
According to USA Today, approximately 37 percent of all United States hospitals offer alternative treatments, including music and art therapy (Gill). This displays a trend
toward patient-centered care that focuses on the mind and spiritual needs of the patient,
as opposed to only the physical.
However, on Sept. 10, 2008, the Task Force on Community Preventative Services reported that some therapies, including art, play, and drug therapies, were not proven to be
effective in reducing depressive, anxiety, or post-traumatic stress disorders (Many). This
could negatively affect a patients tendency to pursue art therapy as a treatment. For example, the future of the organization remains at threat in its ability to acquire or maintain
members or funds. Businesses may not want to invest in the organization because of the
declared decline in effectiveness as art therapy, a fundamental aspect of Hands & Hearts
for Arts. As a result, the center may not be able to sustain its services due to a lack of
funds to bankroll the programs.
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Hands&Hearts
Situation Analysis
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Today Hands & Hearts for Arts is a year-round collection of art and therapy programs
that is dedicated to bringing change to their community. Their focus is helping children
and their families from all walks of life to prosper and lead more successful and fulfilled
lives. HHA is proud to offer diverse programs of painting, dance, music, drawing, sculpting, performing arts and education. While most programs in our geographic area concentrate on one area of art, our center teaches an array of arts for children with various
needs. We not only accommodate children with special needs, but also typical children
and at-risk children as well. It is important for different types of children to learn from
each other (Jimenez).
Founded in 2000, HHA serves over 1,000 children from in and around the Santa Ana
area. Programs for the entire family cost as little as 30 dollars per month or if the family cannot afford the fee, we encourage them to volunteer their time in exchange for our
services. It is important for the parents to get involved in what their children are doing
(Jimenez). HHA also partners with the local schools to provide after school programs
and art classes. Aside from government grants, partnerships with public schools are a
major source of income for the center.
One issue that HHA faces is a need for more professional volunteers. They are in desperate need of marketing help (Jimenez). They also need to update everything from
brochures and flyers, to our name (Jimenez). The word therapeutic in the name of the
organization prevents them from receiving grants for performing arts because the government assumes that they are a not-for-profit focused only on children with special needs.
While they did start out with that focus, they have grown in the last eight years to encompass all children and their name should reflect that evolution.
Another concern for all not-for-profits is the economy. Despite a host of troubling economic signals, charitable giving rose slightly last year, according to estimates from the
Giving USA Foundation. But there are signs that those trends could give way to a decline
this year (Strom).
The banks are failing fast. But more interestingly the people are withdrawing their
money from Banks and keeping it home. Wachovia finally went down. Citibank is forced
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Situation Analysis (cont.)
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by the Feds to take over the North Carolina bank as a caretaker of a failed bank (Jamna).
This is causing a decline in charitable donations among the middle class. Also, the families that attend HHA are tightening their belts because of this recent economic slump so
they are not able to pays their dues to the center.
HHA also needs more space. They have reached capacity in the building they are renting
and are in the market for a larger facility. They need a fundraising committee to organize an event so that they are able to buy a larger building. They need to find a way to
become known outside of Orange County and reach generous contributors that believe in
the changes we are making (Jimenez). There is a need for more media and event coverage so the organization can get noticed.
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Core Problem/Opportunity
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If Hands & Hearts for Arts does not raise awareness as an organization that serves normal
and at-risk children in addition to the special needs children it currently serves, it will
fail to acquire necessary operational funding for non-therapeutic programs and for future
physical expansion.
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Hands&Hearts
Goals and Objectives
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Goal:
To increase financial support while reshaping Hands & Hearts for Arts reputation into
one that serves all children, not just special needs children. We wish to expand awareness
of everything Hands & Hearts for Arts has to offer Orange County families.
Objectives:

Change the name of the organization so that it properly reflects its service
by the end of November 2008
To successfully purchase a new facility in the heart of Santa Ana by Jan. 1
2009
To increase the amount of philanthropic support by 25% by the opening of
the new facility
Hire administrative staff by April 1, 2009 for the new facility
Create new publications that accurately display the full potential of the
new Hands & Hearts for Arts facility by spring of 2009
Gain new family participants, from average, at risk and special needs
families. An increase of 20% by August 1, 2009
Gain even more press and publicity through reporters and press releases
by Jan. 1, 2009 for the start of the New Year and new facility
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Key Publics
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Key public: Low-income, ethnic minority parents

This public encompasses the groups of Hispanics, Latinos, Asian, and African-American
families that live in Orange County with children attending public schools. This public
will be attracted to the Hands & Hearts for Arts because affordable after-school programs are in high demand and the center provides a safe and supervised environment for
children. Tutoring services are also of interest to this public because the center employs
certified teachers and staff that best serve the educational needs of the children. Families
will also benefit from the vast amount of free or affordable arts programs available to all
children, regardless of health or age, making it easier for parents to involve their children
in one organization with many programs as opposed to traveling to several locations for
specific programs. By focusing on creative learning, this public will correlate successes
in the arts to successes in education and life. The wellness aspect of the programs will
stimulate children to share their creativity within their families, community, and peers.
Self-interests: Supervised care, creative environment, open to all children, educational
stimulation, and variety of affordable programs.
Influentials: Children, teachers, school board, local government officials, school counselors, co-workers, church leaders, school administrators, tutors, therapists and healthcare
professionals, and extended family.
Key public: Potential donors
This public is constantly observing the nonprofit and philanthropic circuits for potential
donations and partnerships. Donations to local organizations enhances the program or
companys visibility and credibility as a community and market leader. This public funds
local organizations that strive to correct social injustices faced by the community with observable results. Funding programs like ones from the Hands & Hearts stimulate children
to have the desire to attend college and participate in the workforce, possibly with interest
in the donors organization. This public has the power to stimulate grassroots fundraising that can grow into large corporate sponsorships. Relationships are key to this public,
meaning that current collaborations can lead to success in the future if the relationship is
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Key Publics (cont.)
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closely guarded. Donations to childrens learning organizations constitute a large portion

of corporate philanthropy, mainly due to the positive, progressive changes in learning
and life habits exhibited through arts programs. This public would find it in their interest
to fund childrens arts programs like ones offered by Hands & Hearts for Arts because it
encourages creativity needed for success in school, careers and life. This public would
also take interest in the depth of participation and breadth of fundraising and community
opportunities that are associated with childrens arts organizations.
Self-interests: Visibility in the community, self-worth, worthy return-on-investment, a
favorable perception from nonprofit leaders and the community, establishing leadership in
the investment of childrens futures and health, and tax incentives.
Influentials: Sister locations/businesses, industry competitors, community leaders, local
government officials, school boards, parents, employees, children.
Key public: Families currently served
This public is vital because it is most familiar with the services offered and personal
successes experienced through the center. This public has varied involvement through
volunteering and fundraising efforts on behalf of their children. This public serves as a
credible publicity vehicle for recruitment of staff and families, as well as for fundraising.
In donating time and/or money, this public is emotionally tied to the Hands & Hearts
successes and future, making it a plausible judge of the centers character. This public
has seen first-hand that extracurricular attention shapes sharper students, making them
more active in their education, community and home. The availability of tutoring services and spectrum of arts programs continually meet the needs of this public, leading to
shared interest and participation during projects and when formulating expansion concepts.
Self-interests: Childrens success experienced and expected, childs well-being, creative
environment, supervised care, sense of community, trust, and family, healthy relationships with other families and staff, educational background and services, feeling that time
and money were well invested.
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Key Publics (cont.)
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Influentials: Children, other families served, staff, teachers, employers, school board,
local government officials, church leaders, donors, extended family, therapists and healthcare professionals.
Key public: Local college students
This public is of interest because they have some interest in working for nonprofit organizations, or more specifically in arts therapy or with special needs children. This public
looks for organizations that will be of help to their future, either by providing work experience or means of volunteerism. This public has fluctuating conceptions of the nonprofit
industry and can be useful to the future of the center if provided a positive experience.
This public is credible because it is able to communicate with children on personal levels
because similar to siblings in age. This public can serve as mentors to children, both in
school and life. This public works well in group atmospheres, encouraging cohesiveness
with staff and generation of fresh ideas.
Self-interests: Job opportunities within Hands & Hearts, volunteering, self-fulfillment,
experience with children, hands-on learning, teaching aspect, business aspect, and networking.
Influentials: Professors, guidance counselors, internship advisors, family, friends, and
industry leader such as therapists, artists, or philanthropists.
Key public: Local artists
This public is vital to this campaign because it includes leaders, teachers and professionals in the arts industry. In addition, this public constantly looks to establish stronger
community ties and to find potential donors, which the Hands & Hearts can provide. This
public has seen the cut backs affecting arts education in public schools and wants to keep
arts opportunities available for children. This public would aid the center through teaching, fundraising, and donating time. This public can readily share its experiences and art
pieces, establishing credibility among the children and families served in the center. This
public has the potential to produce inspirational heroes and adult mentors for children at
Hands & Hearts for Arts.
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Key Publics (cont.)
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Self-interests: Visibility in the community, future collaborations, networking, teaching,

to inspire, community outreach, to find potential sponsors, arts education, creative atmosphere, and rewarding experiences.
Influentials: Friends, school board, local officials, donors, industry leaders, teachers,
family, and local government officials.
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Message Strategies
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Campaign Theme: The Childrens Place to Create

This campaign theme is a direct message that reflects what Hands & Hearts for Arts
represents. Its our way of saying this place is first and foremost for the children. It is a
place where they can grow, develop and expand their minds to their fullest potential. This
theme allows children to feel they can express who they are in a safe and educational
environment.
Key Public: New Members of Low Income Families
Message:
Hands & Hearts for Arts is a nonprofit organization that is dedicated to providing a safe
environment to encourage your childs growth and development. Our program provides a
secure and beneficial afterschool environment for children that encompass healthy learning opportunities in all areas of the arts. Hands & Hearts for Arts welcomes all children,
not just those with special needs or at risk. Our program costs are low and affordable.
There are many scholarship opportunities and volunteer positions available to help offset
any costs. Our programs host a variety of children from various ethnic backgrounds,
helping the kids to learn tolerance and acceptance for diversity. Hands & Hearts for Arts
offers a safe place for kids to grow and develop their love for the arts.
Key Public: Potential Donors
Message:
Hands & Hearts for Arts provides many outlets for your organizations philanthropic
endeavors. Our organization reaches more than 1,000 children and hundreds of families
throughout Santa Ana and surrounding Orange County area. We provide a platform for
your company to create positive visibility through your generous contributions. By donating your financial support you allow for countless opportunities in the lives of local Orange County children. Your generosity helps improve the lives of children from all walks
of life. There will be countless opportunities to give back to the community as we host
hundreds of events each year. Hands & Hearts for Arts provides a way for your organization to improve this community through the lives of its children.
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Message Strategies (cont.)
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Key Public: Current Families

Message:
We have some very exciting news for you and your family! OCCTAC is now the new
Hands & Hearts for Arts center. We are striving to inform you and the surrounding com
munity that any child can join our program. We serve all children and their families. We
consider you and your children part of our family and would like to share other exciting
news with you. Hands & Hearts for Arts is in the process of finding a new, larger facility
to house our growing community. We will keep you updated as we shift the direction of
our program into bigger and better places. Please allow Hands & Hearts for Arts to continue to serve you and your children as they grow and develop into young adults.
Key Public: College Students
Message:
Here at Hands & Hearts for Arts we understand that as a college student you have a full
plate. We also know you need to complete a certain amount of internship hours and real
world experience. Our nonprofit organization has hundreds of opportunities for you to
get involved and lay the foundation of your own future. There are various programs from
dance and art, to theater and singing that need your volunteering power to help children
expand their creativity. You can teach and volunteer your time or resources. We provide a
rewarding way for you to build bridges and gain experience in a creative environment.
Key Public: Local Artists
Message:
Hands & Hearts for Arts provides you with a platform to display your art in whatever
form it may be. Gain one of the most rewarding experiences Orange County has to offer
local artists by volunteering to teach or demonstrate you artistic abilities. Help improve
the lives of children from all walks of life by volunteering your time, skills and resources
to Hands & Hearts for Arts. By volunteering your abilities you will help inspire over
1,000 children to develop their own passion for the arts. The benefits of lending a helping
hand are life altering as you mold the lives of children into a true masterpiece.
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Strategies and Tactics
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Strategy: Inform potential donors about the benefits of giving to Hands & Hearts for
Arts.

Compile and research a list of potential corporate donors based in the local

Orange County area.

Schedule meetings with the presidents or executives of potential corporate

donors.

Send pitch letters to president or administrative members of potential

corporate donors of why they should support Hands & Hearts for Arts

and how their donation can benefit not only Hands & Hearts for Arts, but

them as well.

Send brochures to potential corporate donors.

Send packages of information, including a well-developed fact sheet, to

potential corporate donors.
Strategy: Encourage current donors to continue giving to Hands & Hearts for Arts.

Hold a donors event honoring all current donors.

Send out thank you cards and certificates of recognition made by the chil-

dren, thanking past donors for donating. This will also include an envelope

for the option of donating more.

Send out a monthly newsletter of recent and future events and the progress

of Hands & Hearts for Arts to all past donors with an envelope attached to

donate more.
Strategy: Raise awareness of the existence of Hands & Hearts for Arts with low-income,
ethnic minority parents.

Continue issuing press releases of current Hands & Hearts for Arts news to

major local newspapers in Orange County, as well as local Spanish print

media.

Encourage families currently served to bring in new families by word-

of-mouth by hosting a Bring a Friend day and holding more per

formances and showcases done by the children.

Hold free entrance events that involve the local community.

Keep an updated list of events on the Hands & Hearts for Arts Web site

and blog.
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Strategies and Tactics (cont.)
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Update the Hands & Hearts for Arts Web site and blog to be more user-
friendly.
Run PSA on local networks, specifically major Orange County networks
such as KOCE as well as Spanish-speaking networks, informing the public
about the existence of Hands & Hearts for Arts and available programs.
Create a billboard informing the public about programs available at Hands
& Hearts for Arts.
Strategy: Recruit English and Spanish-speaking volunteers from outside of the organization as well as from within.

Contact local colleges and universities and offer internship opportunities.

Contact art-interest clubs and organizations at local colleges, universities,

and high schools and coordinate volunteer events.

Contact ethnic-interest clubs and organizations at local colleges, universi-

ties, and high schools and coordinate volunteer events.

Create volunteer sign-up sheets available at the check-in counter.
Strategy: Recruit English and Spanish-speaking teachers and administrative members in
the local Orange County community.

Contact local colleges and universities and inform them about the exis-

tence of Hands & Hearts for Arts and recruit for potential teachers and

administrative members.

Create interest within current interns and volunteers to work for Hands &

Hearts for Arts full-time.

Create empathy within current families to inspire them to work for Hands

& Hearts for Arts full-time.

Place employment ads in the local newspapers and online job search Web

sites, i.e. craisgslist and monster.
Strategy: Raise awareness with current, past and potential donors about current events at
Hands & Hearts for Arts, as well as information on how they can contribute to the organization.

Hold a large event with performances and exhibitions by the children of

Hands & Hearts for Arts that will inspire potential donors and current

donors to donate.
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Strategies and Tactics (cont.)
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Meet with potential corporations to suggest purchasing the building for

Hands & Hearts for Arts, or to contribute a significant part in purchasing
the building.
Have donation information available at all times at the check-in counter.
Develop and contact, by mail or phone, a list of potential donors that may
empathize with Hands & Hearts for Arts and consider a generous gift.
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Hands&Hearts
Key public Self-interests Primary

Messages
LowSupervised 1. Educational
income,
care, creprograms welethnic
ative envicome healthy
minority ronment,
learning and
families
companionship
open to all
through the arts.
children,
educational 2. All children
stimulation, are welcome,
and variety including those
of affordable at risk or have
special needs.
programs.
3. Program costs
are affordable;
scholarships and
volunteering opportunities are
available to offset
costs.
4. We welcome
children of all
backgrounds so
they can learn
from one another
in a safe environment.
1. Win approval
for and publicize
the new name of
the organization,
starting November 2008.
2. Create new
publications that
accurately display
the potential of
the new center by
spring 2009.
3. Increase family participants by
20% by August
2009.
4. Gain more
exposure through
newspaper, television and radio
media by January
2009.
Objectives
1. Raise
awareness
of existence.
Strategies
Children, teachers, school

board, local
government
officials, school
counselors, coworkers, church
leaders, school
administrators,
tutors, therapists, healthcare
professionals,
extended family.
Influentials
Communication Confirmation Table
24
-Issue press
releases to English, Spanish,
and Vietnameselanguage print,
television, and
radio media.
-Word of mouth
through fundraising and
recruiting.
-Hold local, free
entrance events.
-Update news
and events on
blog and Web
site.
- Make blog
user-friendly to
communicate
-Run PSAs on
local television
networks aimed
at minority
families
-Create
bilboard.
Tactics
for
AR TS
Hands&Hearts

Messages
Potential Visibility
1. Your donation
donors
in the com- will contribute to
munity,
the arts education
self-worth,
of over 1,000 lowworthy
income OC chilreturn-ondren and families.
investment, 2. We are grateful
for your generosity
favorable
and will display it
perception from
in the best possible
nonprofit
light.
leaders and 3. We have countcommunity, less opportunities
investment
to recognize you
of childrens in special events
futures and throughout the
health, tax
year.
incentives.
1. Publicize the
new name of the
organization,
2. Purchase new
facility by January 2009.
3. Increase philanthropic support
by 25% to open
new facility by
January 2009.
4. Create new
publications that
accurately display the potential
of the center by
spring 2009.
5. Get one article in each news
vehicle (print,
online, radio) by
January 2009.
Objectives
1. Inform
potential
donors
about
benefits of
giving.
Strategies
Sister or parent
company, competitors in the
philanthropy
niche, community leaders, local government
officials, school
boards, parents,
employees,
children.
Influentials
Communication Confirmation Table (cont.)
25
-Research and
develop list
of potential
donors.
-Schedule
meeting with
executives of
companies.
-Send pitch letter, brochure,
and media kit,
including fact
sheet.
Tactics
for
AR TS
Hands&Hearts

Messages
Families Childrens
1. OCCTAC
currently success
is now the new
served
experienced Hands & Hearts for
and expect- ARTS center.
ed, childs
2. You are part of
well-being, our family and are
creative en- excited to share
this news with you.
vironment,
3. We will keep
supervised
care, sense
you updated on
of commuservices in the cennity, trust
ter as we grow to
and famserve many more
ily, healthy
children in OC.
relationships 4. Remember that
with other
all children are
families
welcome.
and staff,
educational
background
and services,
time and
money well
spent.
1. Publicize the
new name of the
organization,
2. Acquire 20%
new donors to
culminate funds
for facility purchase in January
2009.
3. Create new
publications that
accurately display the potential
of the center by
spring 2009.
4. Increase family participants by
20% by August
2009.
Objectives
1. Encourage to use
services
and to give
back to organization
(monetarily or with
time).
Strategies
Children, families that use the

organizations
services, staff,
teachers, employers, school
board, local
government
officials, church
leaders, donors,
extended family, therapists,
healthcare
professionals.
Influentials
26
-Host event
honoring all
parents.
-Thank you
cards and
certificates of
recognition for
hard working
parents.
-Include envelope for future
donations.
-Mail out
monthly newsletter of recent/
future
Tactics
for
AR TS
Hands&Hearts

Messages
Local
Job oppor1. We provide
college
tunities in
arts programs
students
for children of
the orgaall backgrounds,
nization or
encouraging
in the nonprofit circuit, healthy expression
and educational
volunteergrowth.
ing, selffulfillment, 2. Teaching and
volunteering opexperience
portunities are
with children, hands- available for you to
on learning, work with children
who need mentors
teaching
aspect, busi- and encourageness aspect, ment.
networking. 3. Each opportunity is rewarding
and can help you
lay the foundation
of your future.
1. Get one article
in each news media (college, print,
online) by January 2009 .
2. Publicize
prospect of new
facility by January 2009.
3. Double number of volunteers
by December
2009.
Objectives
1. Publicize
personal
growth
and career
opportunities.
Strategies
Professors,
guidance
counselors,
internship advisors, family,
friends, leaders
in teaching,
therapy, or arts
industries.
Influentials
27
-Contact
colleges for
internship
opportunities
available.
-Contact artinterest dubs
and organizations; host
coordinator
event.
-Create volunteer signup sheets
available at
the check-in
counter.
Tactics
for
AR TS
Hands&Hearts

Messages
Local
Visibility in 1. You have the
artists
the commu- opportunity to
share your creative
nity, future
passion and talent
collaboraby volunteering.
tions, net2. You can inspire
working,
children in OC by
teaching,
becoming a mento inspire,
community tor.
outreach, to 3. You can become
better acquainted
find potential sponsors, with the community while sharing
arts education, creative importance of the
atmosphere, arts.
rewarding
experiences.
1. Gain more
exposure through
newspaper,
magazine, radio,
online, social network systems by
January 2009.
2. Publicize
prospect of new
facility to news
agencies (print,
radio, television,
online) by January 2009.
3. Increase philanthropic support
by 25% to open
new facility by
January 2009.
Objectives
1. Gain
interest
in teaching and/or
volunteering at the
center.
Strategies
Friends, school
board, local
government officials, donors,
industry leaders, teachers,
family, own
children, young
students.
Influentials
28
-Contact local
schools, businesses, galleries, studio for
recruitment.
-Create interest
and empathy
from mailings
and phone
calls.
Tactics
Hands&Hearts
Calendar
AR TS
for
The whole calendar that we have designed for Hands & Hearts for Arts is planned around
our Special Event, to take place on Saturday, March 21, 2009. The News Release is to
contact media concerning the occurrence of the event, and will be sent to local mediums
two weeks before the event. The direct mail piece is sent to families currently served and
will inform them of our decision to change the organization name. The brochure and fact
sheet will be started on immediately, so that our name change is consistent throughout
all literature that is available for pick-up at our center, and also be ready and avilable at
our special event. The pitch letter will be used after the event, as we plan to increase our
donor list through the event. Planning for the special event will begin in January, two and
a half months prior to the event, allowing ample time to make all the preparations needed
for the day of.
29
for
AR TS
Hands&Hearts
Calendar (cont.)
30
for
AR TS
Hands&Hearts
Calendar (cont.)
31
for
AR TS
Hands&Hearts
Calendar (cont.)
32
for
AR TS
Hands&Hearts
Calendar (cont.)
33
Hands&Hearts
AR TS
Budget
for
Item Description
Press Release

Write in-house

Distribute via E-mail

Translation services
(Spanish/Vietnamese)
Subtotal
E-mail blasts (with news updates)

Distribution
Subtotal
Postcard (direct-mail)

5x7, four color, high gloss printing

Postage
Subtotal
Pitch letter distribution

Write in-house

Subtotal
Brochure (direct-mail)

8.5x11, tri-fold, four color printing

Postage

Write in-house

Translation services (Spanish)

Student photographer fee/expenses

Student graphic designers fee
Subtotal
Fact sheet (in media kit)

Subtotal
Special Event (75 guests)

Hand-delivered invitations in
envelopes (4x6, bi-fold, four-color
printing)
Quantity Cost Per Unit Total Estimate

N/A
N/A
3
0
0
$100/hour
$0
$0
$300
$300
N/A
$0
$0
500
500
$0.14
$0.42
$70
$210
$280
N/A
N/A
0
0
$0
$0
$0
750
500
N/A
2
1
1
$0.19
$0.42
0
$100/hour
$250
$250
$140
$210
$0
$200
$250
$250
$1050
N/A
$0
$0
250
$0.40
$100
34
Budget (cont.)
Hands&Hearts
AR TS
for
Item Description

Location (center facility)

Save the Date E-mail

Sound system rental, with operator

Food and refreshments
o
Donated baked goods
o
Appetizers/light food
o
Refreshments (soft drinks,
water, lemonade)

Rental equipment
o
Round tables
o
Chairs
o
Linens
o
Glasses
o
Flatware

Volunteer photographer

Special Guest: Local artist

Decorations (by children,
volunteers)

Follow-up thank you cards
o
4x6, bi-fold, four color
printing
o
Postage
Subtotal
Quantity
1
250
1
Cost Per Unit

0
0
$1000/half day
Total Estimate
$0
$0
$1000
20
75
75
0
$5
$1
$0
$400
$100
10
80
10
80
80
1
1
N/A
$10
$3
$10
$0.25
$2/setting
Donated
Donated
Donated
$100
$240
$100
$20
$160
$0
$0
$0
75
$0.67
$50
75
$0.27
$20
$2290
TOTAL ESTIMATED COST:
$3920
35
Hands&Hearts
Evaluation Criteria and Tools
AR TS
for
Objective 1: Change the name of the organization so that it properly reflects its service
by the end of December 2008.
Evaluation tools:

Create an awareness survey of the organization and the services it provides

now. Distribute this on January 1, 2009. Compare that survey to a survey

done on April 1, 2009 once the name has been changed.

It is important to include services in the survey to ensure that people un-

derstand what the newly-named organization does.
Objective 2: To successfully create awareness of the need for a new facility in the heart
of Santa Ana by February 1, 2009.
Evaluation tools:

Conduct surveys from December 10, 2008 through January 10, 2009 that

depict the awareness level of the people on the need for a new facility.

On April 1, 2009 send out a second survey that will show the awareness

level of the community, for a new facility after efforts have been made to

inform the community.
Objective 3: To increase the amount of philanthropic support by 25% by the opening of
the new facility.
Evaluation tools:

Create a spread sheet to keep track of the money being raised by philan-

thropists for the 2008 year. Compare it to the amount of financial support

brought in from 2007.

Create a second spread sheet at the end of 2009 that compares 2008 phil-

anthropic money raised to the 2008 year, and so on until the actual

opening day.
Objective 4: Create awareness of the need to hire administrative staff by April 1, 2009
for the new facility.
36
Hands&Hearts
Evaluation Criteria and Tools (cont.)
AR TS
for
Evaluation tools:

Conduct a survey on December 10, 2008 that depicts how aware the com-

munity is of the need for an administrative staff within the organization.

After months of awareness tactics are complete, take another survey on

February 10, 2009 that will tell whether the communitys awareness levels

of the need for new administration have gone up.
Objective 5: Create new publications that accurately display the full potential of the new
Hands & Hearts for Arts facility by spring of 2009.
Evaluation tools:

Host focus groups on January 5, 2009 that will review the layout and con-

tent of newly designed publications such as brochures and fliers.

Send out mail surveys on February 5, 2009 with a packet of the newly

designed publications. These surveys will reflect the communitys opinion

on the new publications.
Objective 6: Increase new family participants, from average, at risk and special needs
families, 20% by August 1, 2009.
Evaluation tools:

Create entry surveys that will measure the total number of new partici-

pants by their key demographic.

Generate graphs and charts that will help visualize the expansion of new

participants.
Objective 7: Gain even more press and publicity through reporters and press releases by
Jan. 1, 2009 for the start of the New Year and new facility.
Evaluation tools:

Collect news clippings, reports and feature coverage and compare the total

number to the previous year.

Create a revised press contact list by December 31, 2008 and compare it to

the contact list from the previous year.
37
Recommendations for Future Client Actions
Hands&Hearts
AR TS
for
In addition to the suggestions outlined in the campaign, we suggest the following future
additional actions for Hands & Hearts for Arts.

Hiring more administration to lessen the strain upon the centers directors.

An assistant for Dr. Ana Jimenez-Hami would allow more time for the

centers director to network with other Orange County philanthroic

groups and sponsors.

Hosting an annual fundraiser

Consistently updating all of the organizations publications

Sending out monthly digital newsletters to current donors which would

include children success stories, news, and other updates from the center.
38
Hands&Hearts
AR TS
for
PART TWO: SUPPORT MatATERIALS/PR TOOLS
39
Hands&Hearts
Copy Outline: Billboard
AR TS
for
Key public: Parents

Secondary Publics: Children
Action desired from public(s): Sign your children up for our programs
How that action ties to key publics self-interest: By becoming a member of the Hands
& Hearts for Arts community you provide your child with a safe and healthy way to
flourish, physically, mentally and emotionally within the arts.
Primary message: Hands & Hearts for Arts is a great place for your children to grow
and develop in any area of the arts.
Secondary messages:

The program is designed for all children, not just special needs or at risk

children.

Our staff is certified and experienced.
Primary message: Come sign up!
Secondary messages:

Tuition is extremely low and varies based on circumstance.

Scholarship opportunities are available.
Primary message: Get involved and volunteer you time, money or resources.
Secondary messages:

Volunteering provides a great way for you to give back to the community.

The children need your help and positive influence.

Gain recognition for your company and network, all while giving back.
Third-party influentials and how they will be used: None
Slogan or tagline: The Childrens Place to Create
40
Hands&Hearts
Copy Outline: Billboard (cont.)
AR TS
for
Size of billboard: Regulation size

Proposed art: A child, bright eyed and smiling with a simply amount of text Future
Picasso. Its simply gets the point across. There will be our URL address and company
logo on a plain black background. The only color is the color of the logo to make it really
stand out.
Location: Located off of the 22 freeway, exiting onto Main Street into Santa Ana.
Method and timing of distribution: As soon as possible to draw in attention while the
new facility is in the process of development.
Print quantity and number of colors: Two billboards, both off of the 22 freeway into
Santa Ana in four color print.
Timeline/deadline: For display starting on Jan. 1 up until the grand opening of the new
facility at which time the billboard will be replaced with another one with a 3D image of
what the new facility will look like.
41
Hands&Hearts
Billboard
AR TS
for
Hand & Hearts for Arts will create a billboard that will target parents within the Orange
County area. The secondary public will be children. The main tagline is Future Picasso. Next to the copy is a young boy with a bright, ear-to-ear smile. The message implies
that our programs help kids achieve greatness in the arts.
The action we are trying to create is that parents will sign up for the programs Hand &
Hearts for Arts provides. Also, we want our second public, the children, to ask their parents to sign them up. We will instill in them a desire to achieve and take part in the arts.
The billboard, or billboards, if we choose to continue use in the future, will hold a strong
message that communicates to the parents self-interests. Parents tend to want their child
to grow and excel in all areas of life. Our billboard communicates that Hand & Hearts for
Arts will meet that desire. It even suggests that our programs will go above and beyond
the call of duty. Hand & Hearts for Arts is not just an after school program, its where any
child can expand their creativity. This message appeals to the parents self-interest.
The primary message states that each child will flourish within our programs. The billboard projects the idea that all kids are welcomed and they will expand on their given
abilities, no matter what they might be.
The other primary message is for parents to sign up. On the billboard is a web address
that can be used as a way for parents to get their children involved. Billboards must
remain simply, the fewer the words the more straight forward the message. Drivers only
have a second or two to see, read and comprehend the message. Instead of saying the
who, what and where to signing up, we simply placed a link to get all the information.
This also creates a little bit of curiosity and parents are bound to visit the site just to gain
more info.
The layout is simply but speaks volumes. The color scheme is black and white with a
dash of color on our logo only.
Hand & Hearts for Arts will aim to have the new billboard up by January 1, in time to
start the New Year and move into our new building. Again, by posting the billboards
at the start of the New Year, we gain one step more towards increasing our enrollment
42
Hands&Hearts
Billboard (cont.)
AR TS
for
number and donations. Placement of the billboard will be off the 22 freeway coming into
Santa Ana, where the new and old facilities are located.
www.handsandheartsforarts.org
43
Hands&Hearts
Copy Outline: Brochure
AR TS
for
Key public: The brochure is intended to target potential Hands & Hearts for Arts donors,
including local businesses.
Secondary publics: It will also provide basic background information regarding Hands
& Hearts for Arts for local college students and artists who may be willing to donate their
time.
Action desired from public(s): The main action desired from potential donors to the
organization is the donation of funds, volunteer efforts, or the proposal of sponsorship
opportunities.
How that action ties to the key publics self-interest: The potential donors will be
interested in donating either funds, in-kind donations, volunteer support, or the proposal
of sponsorship opportunities to gain visibility in the community as a philanthropic business and community leader and gain a favorable perception from nonprofit leaders and
the community.
Primary message: Hands & Hearts for Arts is a credible, professional, and established
childrens arts organization in Orange County.
Secondary messages:

Mission statement and vision

Brief overview of history of the organization

List of programs offered

Benefits of the organization to the community
Primary message: Hands & Hearts for Arts has built connections with established and
respected organizations in the community.
Secondary messages:

List of past and current donors and partnering organizations

Testimonials/quotes from past and current donors and volunteers
44
Hands&Hearts
Copy Outline: Brochure (cont.)
AR TS
for
Primary message: Hands & Hearts for Arts is open to forming new relationships with
local businesses and volunteers.
Secondary messages:

Brief overview of how businesses/volunteers can get involved or

make a donation

Contact information
Third-party influentials and how they will be used: Testimonies and quotes from past/
current donors to Hands & Hearts for Arts as well as those from children and parents
involved in the organization will be used to build confidence in the worth of the organization in the minds of the potential donors and volunteers.
Proposed cover title and cover copy: The Hands & Hearts for Arts title as well as the
theme of the childrens place to create, and the copy, help to create colorful lives,
will be on the cover of the brochure.
Proposed cover photos/art: The Hands & Hearts for Arts logo and photo of a child enjoy himself at the center will decorate the cover of the brochure.
Method and timing of distribution: The brochures will be designed as direct-mail
pieces and mailed to local businesses, including past, current, and potential donors, in
Orange County during the start of the new fiscal year, which begins on Jan. 1, 2009. The
brochures will also be part of a counter display at the reception desk of the center for current volunteers and parents starting in December. Bundles of brochures will be distributed to local colleges and art studios during the start of the new school term, beginning at
the end of January.
Brochure size and paper: The brochure will be printed on both sides of 8.5 x 11 paper
in a landscape orientation and tri-folded. The paper stock will be high quality, with a
glossy finish.
Print quantity and number of colors: 750 four-color brochures will be printed.
45
Hands&Hearts
Copy Outline: Brochure (cont.)
AR TS
for
Other art to be used (other than cover): Photos of children utilizing and participating
the various programs of the center will be included, as well as pieces of art created by
children in the center.
Timeline/deadline: January 15, 2008
46
In clean, decent, stable housing:

Families can provide stability for
their children
Health, physical safety and security
improve
A familys sense of pride grows
Educational and job prospects
increase because it encourages more
development in the area
Designed for children with needs and at-risk

youth of diverse backgrounds, our programs
integrate the arts with education and therapeutic resources.
empowers children and their families to

reach their fullest potential.
& Hearts
is thepeople,
first theraIn theHands
United
States,for95Arts
million
peutic arts center in Orange County to offer
or one
third of the multicultural
nation, haveand
housa comprehensive
bilingual
ing problems
including
paymentsprograms.
too
arts curriculum
and therapeutics
large a percentage of their income,
Founded in 2000
by Dr.
Ana Jimenez-Hami,
overcrowding,
poor
quality
shelter
originally as Orange County Childrens Theraand
homelessness.
peutic Arts Center, Hands & Hearts for Arts
Who We Are
Approximately 1.6 billion people in the

world live in substandard housing and
100 million people are homeless.
Why Were Here
AR TS
a 501 c3 nonprofit
for
Hands&Hearts
Help build a
Help to
better
create
community.
colorful lives.
Hands&Hearts
Brochure
for
AR TS
Hands & Hearts for ARTS
2215 N. Broadway
Santa Ana, CA 92607
121 Habitat Street

Americus, GA 31709-3498
47
-Leslie Ramirez, 10 years old
Ive increased my grades from Cs to

As since joining the Hands & Hearts for Arts
a year ago. The center has allowed me take
classes I couldnt take at school because of
budget cuts.
Increased the academic success of its

members:
Offered artistic training in the fields of

music, visual arts, dance, musical theatre,
technology, and other services that provide
family wellness and community leadership.
Hands & Hearts for Arts serves over 1,000

children and families per year.
What Weve
Done
Corporate
Albertsons
Disneyland Resort
Downey Savings Bank
Fieldstead & Company
Wells Fargo Bank
Volvo
t
t
t
t
t
t
Academic
California State University, Fullerton
and Long Beach
Chapman University
Santa Ana Unified School District
Santa Ana College
University of California, Irvine
Vanguard University
-Dr. Raymond R. Ross, former chairman of youth

services for Kiwanis Club,Santa Ana
Hands & Hearts for Arts is unique because

of the programs it offers, which align with
what we support: literacy among small children and the education of minority families.
t
t
t
t
t
t
Current
Partnerships
Why Should I Get Involved?

Provide children with art services not
available in schools
Increase the academic success of our
communitys youth
Invest in the future of our community
Offer therapeutic services to disabled
and special needs youth
Facilitate community service through
the arts
(714) 547 5468
2215 N. Broadway
Santa Ana, CA 92607
Visit Us
For more information on how to get involved:
t
t
t
t
t
Your efforts help to lay a strong foundation in

the children today for a stronger tomorrow.
Donate
Through sponsorships donations of funds, inkind donations, or volunteer support, Hands
& Hearts for Arts can continue to build an
artistic and safe community.
How to Help
Hands&Hearts
Brochure (cont.)
for
AR TS
48
Business Card
Hands&Hearts
AR TS
for
Hands&Hearts
AR TS
for
2215 N. Broadway
Santa Ana, CA 92607
(714) 547-5468
handsandheartsforarts.org
49
Hands&Hearts
Copy Outline: Direct-mail Postcard
AR TS
for
Key public: Families currently served

Secondary publics: Donors, potential donors, potential families, volunteers
Action desired from public(s): Awareness of new image and current growth
How that action ties to the key publics self-interest: Shares sense of family and trust,
continues a healthy relationship with other families and staff, proof of time and money
well spent, and extension of services continues successes already seen in youth at the
center.
Primary message: We have a new name, Hands & Hearts for Arts!
Secondary messages:

We have a genuine dedication to children. We have expanded to serve

over 1,000 children in Orange County this past year!

The arts are our passion. We offer over 15 afterschool arts programs for

your children to empower themselves and become better students in the

classroom.

We are here to serve you because you are family! For the past eight years,

you have been our inspiration to create positive programs for children in

Orange County. Your support and volunteerism has made us focus

on what is important, providing a safe and welcoming environment for

every child that uses our services.
Primary message: We are finding a new home.
Secondary messages:

The amount of services and children we serve encourages us to widen our

doors, as we come to purchase a new building in the Artists Village in

Downtown Santa Ana.

The new building is very close to our Broadway location and is at the cen-

ter of Santa Anas blossoming, young, arts community.
50
Copy Outline: Direct-mail Postcard (cont.)
Hands&Hearts
AR TS
for
We have the opportunity to work with several aspiring artists in the Or-
ange County community that would love to mentor children at Hands &
Hearts for Arts.
Primary message: Invite your family and friends!

Secondary messages:

We are always looking for dedicated volunteers like you. With the new

building, we plan to host more classes, calling for more help.

Each child has a success story, whether it is a beautiful painting or receiv-

ing an A on a test; share these stories with your family and friends.

We love to share these moments with you and your families.

Every child has a talent! Encourage someone you know to visit your

childs class to see the variety of programs we offer and creativity we

foster.
Third-party influentials and how they will be used: Siblings, doctors, friends, and
staff will provide quotes and personal pictures.
Proposed cover title and cover copy: Were growing, thanks to you! Since 2001, the
Orange County Childrens Therapeutic ARTS Center has serves hundreds of children
explore the creative side in life. Today, the new Hands & Hearts for Arts Center continues that dedication to your child and family with programs that mentally, physically, and
emotionally motivate all aspects of life.
Proposed cover photos/figures/art: Pictures of trees and flowers, and close-up photos of
children in classes at the center.
Source of mailing list: The centers list of current parents and donors, and Charity Navigator search of local donors and corporate givers.
Mailer size and paper: 5 x 7, card stock with glossy finish.
Print quantity and number of colors: 500 prints, and four colors.
51
Copy Outline: Direct-mail Postcard (cont.)
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Other art to be used (other than cover): Picture of the new building, picture of an interacting class, picture of recent fundraiser, picture of involved parents or volunteers.
Timeline/deadline: Must be mailed by January 23, 2009.
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Direct-mail Postcard
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The Orange County Childrens

Therapeutic ARTS Center is Now...
Hands &Hearts
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We have a genuine dedication to children.
We have served over 1,000 Orange County children in 2008!
The Childrens Place to Create!
The arts are our passion.
We offer over 15 afterschool arts programs for your children to

empower themselves and become better students in the classroom.
You are our family!
For the past eight years, you have been our inspiration to
create positive programs for children in Orange County.
Your support and volunteerism has made us focus on what
is important, providing a safe and welcoming environment
for every child that uses our services.
215 N. Broadway St. Santa Ana, CA 92706
(714) 547-5468
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n!
Soo
g
n
i
om
Exciting news to share about a

NEW HOME in the Artists Village!
Find out MORE by calling us or visiting us online!
The Childrens Place to Create!
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Key public: Donors

Action desired from public(s): Donate your time, money or resources at www.handsandheartsforarts.org and make a difference in the lives of our communities children.
How that action ties to key publics self-interest: By financially contributing to Hands
& Hearts for Arts your company is bringing thousands of new opportunities to families
and children throughout Orange County. Becoming a financial contributor for Hands &
Hearts for Arts allows your organization the opportunity to give back to a community
that has given to you. By contributing funds, you are taking an active part in helping our
children grow, develop and learn. Your donations will go directly to funding programs
that children love.
Primary message: Hands & Hearts for Arts provides a great way for your company to
give back to the community.
Secondary messages:

Donations go directly to supporting childrens development and love for

all areas of the arts
Primary message: Financial contributors are given countless opportunities for advertisement and promotion.
Secondary messages:

Billboard sponsorship

Radio press

Local newspaper coverage
Third-party influentials and how they will be used: Other company competitors that
have donated their financial support.
Proposed figures/art: The Hands & Hearts for Arts logo
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Method and timing of distribution: The fact sheet will be distributed immediately to
various businesses and organizations throughout Orange County and the surrounding
area. The fact sheets will be distributed on Dec. 1, just in time for the holiday season to
begin and the New Year to arrive, when businesses are more apt to donate. The fact sheets
will come in the form of media kits, involving various art tools which will deliver an
artistic feel to the overall message.
Follow-up: Thank you cards, along with a newly designed brochure, will be sent out to
all donors for their support.
Finished size and paper weight: Typical 8 x 11 on nice quality paper. Cream color
with some form of childrens art on it. Heavier than regular paper.
Print quantity and number of colors: Hundreds will be printed and colors will be black
and white with just logo color variation. A four color print.
Timeline/deadline: For Dec. 1. release to increase donations for the new facility and
other expanding opportunities. Deadline will be before the new doors open. Once the new
facility is up and running the fact sheet will be changed to meet the facility information.
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History of the Organization
Upcoming Events
Who We Serve
Where Do Donations Go
Programs We Offer
Our Goal
Fact Sheet
Hands and Hearts for Arts
2215 N. Broadway
Santa Ana, CA 92607
Phone: (714) 547 5468
Hands & Hearts for Arts, formally Orange County
Childrens Therapeutic Arts Center, was founded in 2000
by Dr. Ana Jimenez, to provide a nonprofit organization
that combined therapy and arts to help children expand
their creativity.
Hands & Hearts for Arts was formerly
known as OCCTAC but is no longer limited to just
therapeutic arts. The organization hosts children from all
walks of life, not just special needs and at risk children.
Secondly, Hands & Hearts for Arts is in the process of a
purchasing a larger facility in Santa Ana to accommodate
the growing numbers of children.
Hands & Hearts for Arts serves over 1,000 children
and youth per year. We serve surrounding Orange County
families, youth and young adults.
Any donation, whether it is financial, of your time or of
your resources, goes directly into the childrens program
funding, facility maintenance, and top notch faculty and
staff.
Hands & Hearts for Arts offers a wide variety of programs ranging from dance classes such as hip hop, to
painting, technology, music, and performing arts. It is
through generous donations that we are able to offer such
a wide variety of creative activities.
To empower youth through artistic training, and building
self-esteem, confidence and leadership in a nurturing and
creative environment.
Contact: Dr. Ana Jimenez-Hami

Founder & Executive Director
(949) 653-6342
ana@occtac.org
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Secondary publics: College students, families currently served, low-income, ethnic
minority families.
Action desired by pubic(s): Call our center to inquire about our services and to donate to
our mission.
How that action ties to the key publics self-interest: Possible investment in childrens
futures and health, the organization helps local children and families, worthy return-oninvestment, and the organization is of credible interest to the community.
Proposed theme: Creativity creates endless possibilities for every child, regardless of
background.
Proposed headline: Teen celebrates life through art and community.
Proposed lead: Martha and her mother visited a small building in northern Santa Ana
five years ago not anticipating anything other than an afterschool arts class. Today, the
Chapman University freshman colorfully says otherwise of Hands & Hearts for Arts.
Primary messages:
Primary message: Children in Orange County can benefit from arts programs in their
education and everyday lives.
Secondary messages:

Many parents cannot afford safe, afterschool childcare and tutoring ser-

vices, leaving children to explore vices such as violence, drugs and

alcohol.

The center provides a secure, supervised environment with other parents,

teachers and staff, all able to meet your childs needs.

Over 1,000 inner city children have made friends and family through the

center.
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Primary message: Arts encourage learning.

Secondary messages:

Martha and other have experienced an increase in self-esteem, making

school work more approachable and creating sharper, detailed learners.

Students from the center have become more involved in school activities,

educating the children in ways beyond the artistic.

Martha, and several other students, have attended the Orange County High

School of the Arts, opening numerous possibilities for college and career

choices.
Primary message: Positive experiences are continuous as young adults come back to
help the center year after year.
Secondary messages:

Students like Martha return to volunteer or become instructors at the cen-

ter.

Several attend local colleges, majoring in areas that can help them serve

the community in the future.

At Chapman University, Martha is an example of a positive environment

and creativity beyond any science.
Third-party influentials and how will they be used: Parents, college professors,
friends, and center administration who knew Martha can provide quotes and/or personal
photos; individuals familiar with the centers work can provide quotes.
Proposed photos/art: Photo collage of Martha as a child at the center, as a Chapman
student, and as a volunteer.
Desired length: About 600 to 800 words.
Method and timing of distribution: Email pitch will be made the second week of December 2008. Email and fax of story and photos will be sent the last week of December.
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Specific media to receive story: Orange County Register, Los Angeles Times, OC Family, Orange Coast Magazine, Aliso Laguna News, Balboa Beacon, Beach Cities Style,
The Capistrano Dispatcher, Coast Magazine, Garden Grove Journal, Huntington Beach
News, Ladera Times, Laguna Beach Coastline Pilot, Laguna Beach Independent, Laguna
Journal, Location 3, Metro Evening News, OC Metro, Orange County Voice, San Clemente Times, and San Clemente Journal.
Follow-up with media: Phone and telephone confirmation of receiving pitch letter and
story. Observe comments on Web site article and letters to the editor.
Timeline/deadline: Story must run by the third week of January 2009 because it will be
coincidental with the mailing of our direct-mail piece, which highlights the name change
to Hand & Hearts for Arts.
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2215 N. Broadway St.
Santa Ana, CA 92706
Contact: Vanessa Banuelos
Phone: 714-553-3716
Teen celebrates life through art and community
Santa Ana, Calif.- At 11 years old, Martha Rivera and her mother visited a small building in northern Santa Ana not anticipating anything other than an afterschool arts class.
Today, the Chapman University freshman colorfully says otherwise of Hands & Hearts
for Arts.
Riveras story begins with fond memories of walking to school with her mother every
morning. The building was nothing fancy, maybe seeming a little empty, said Rivera. A
sign read Orange County Childrens Therapeutic ARTS Center, seven dollars for arts
classes!.
My mom thought it was too good to be true, said Rivera. Five dollars for dance, art,
music, and drama classes? There had to be some catch to it. Wed probably be later
charged $40 my family didnt have.
Rivera was persistent and persuaded her mother to inquire enrollment for her and her
three younger siblings in the summer of 2001.
I was really excited when my parents said I could take classes, said Rivera. I can only
remember taking piano, painting, drawing, and arts and crafts. Not only did I discover
how I love art, but I made life-long friends and have a respect for people who give back
to their community.
Dr. Ana Jimenez-Hami, founder and director of the center, was Riveras motivation in applying to the Orange County High School of the Arts in Santa Ana.
I was planning to attend Santa Ana High School like the rest of my friends, said Rivera.
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Dr. Jimenez-Hami reminded me that I had talent that far exceeded the arts, and OCSHA
will help me reach my goals of graduating from college and starting a career.
Today, Rivera is studying psychology at Chapman University in Orange, Calif. on an academic scholarship. A visit to Olive Crest, an organization that provides services and care
to abused women and children in Santa Ana, sparked Riveras interest in the field.
I have never taken my experiences at Hands & Hearts for granted, said Rivera. I teach
four classes a week, piano and music theory. The center is so much more than a learning
center, it is a family, she said. Its not unusual to see parents, including my mom, cook
for a fundraiser. We take care of each other and share in the memories the kids make on a
daily basis.
Rivera is an inspiration to the community of Hands & Hearts for Arts, said Jimenez-Hami.
Martha is a beautiful example of every childs capabilities through a healthy arts education, said Jimenez-Hami. She is proof that regardless or race, class, or health, art is an
expression of life and living.
Seeing her in the community, with a passion to help others at the expense of her free
time makes me proud that Hands & Hearts is a dynamic environment, she continued.
We can never stop giving.
Hands & Hearts for Arts, formerly the Orange County Childrens Therapeutic ARTS Center, is a Santa Ana-based non-profit organization that combines the arts, academics, and
creative therapies in afterschool programs for children of all backgrounds. Founded in
2001, the center has served over 1,000 children, working off the generosity of volunteers,
grants and private donations.
In addition to her busy schedule, Rivera is an active participant in the choir and church of
Our Lady of Guadalupe Roman Catholic Church. Her work in the church further developed her interest in public service.
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I planned on serving as a missionary for one year, said Rivera. Despite the knowledge
I have acquired in school and church, witnessing poverty and violence will strengthen me
and give me the wisdom to help those who need someone to turn to.
Above Riveras bed hangs a bird created out of wire, a piece of sentimental art and
thanks.
Whatever the future has in store for me, Im ready, said Rivera. The possibilities are
endless. Whether it be working for the United Nations or Hands & Hearts for Arts, I
know I will always be a thankful person.
For more information on Hands & Hearts for Arts, please visit www.handsandheartsforarts.org or call (714) 547-5468.
-Words: 669
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Invitation
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Hands&
& Hearts
Hands
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forfor AR TS
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Hands and Hearts for Arts cordially

invites you and a guest to attend
our fundraising benefit auction on
Saturday, January
24, 2009 at two in
March 21,
the afternoon until seven at night.
Keynote spreaker Prominent Mexican
Artist Ruben Ortiz-Torres with
auction to follow.
Casual attire. Refreshments will be
provided.
2215 N. Broadway
Santa Ana, CA 92706
(714) 547-5468
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Key public: Current and past donors

Secondary publics: Parents, potential donors, potential families
Action desired from public(s): Current, potential, and past donors to get involved
with Hands & Hearts for Arts by donating and giving to the organization. Parents and
potential families to get involved with Hands & Hearts for Arts by having their children
participate in our offered programs.
How that action ties to the primary publics self-interest: Current, past and potential
donors they will feel like they are helping a great cause when donating and feel good
about themselves for helping. Families and potential families they will be providing
arts education for their children in a society where the recognition of the importance of
the arts is dwindling
Third-party influentials and how they will be used: Children who attend the center
quotes and interviews, one featured each month. Volunteers quotes about the rewarding
experiences they receive working at the center
Overall tone: Happy, educational, caring
Masthead text and art: Logo enlarged with newsletter title ArtsWatch. Use of
mainly primary colors, simple, uncluttered.
Proposed lead story: Bob Hills generous donation of musical instruments to the center
Proposed lead story art: Picture of Bob Hill and children with some instruments
Regular features or sections and how they appeal to the key publics self-interests:

Featured art by the children create sympathy with the current and past

donors, and makes aware the good that the center is for the children. They

will then want to give to the center, so that children can continue to

produce great art, and feel good about it.
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Featured child create sympathy with the current and past donors, and
makes aware the good that the center is for the children. They will
then want to give to the center, so that the children can continue to benefit
from the center, and feel good about it.
Calendar of events current and past donors are made aware of the up-
coming events, encouraged to attend them, and to see what the center has
to offer. This will make them want to donate to the center so that they can
benefit from the self-reassurance of giving to a good cause.
Regular programs offered this lets current and past donors know what
kind of programs are offered at the center and the need for more
programs and space as the center is growing. They will the donate
to provide for more teachers and a bigger building the means for children
to learn in a more efficient and fun environment.
Other stories or articles:

Making of the video one of the teachers filmed a music video with the

children dancing to Michael Jacksons Thriller in the spirit of

Halloween

Featured volunteer

Featured donor

Arts events around the community (specifically in Orange County)
Other photos/art:

Photos of children working on projects and performing

Photos of volunteers and teachers helping the children

Photos of parents watching their children participate in the art

Art by the children
Method and timing of distribution: Mailed to current and past donors on the first week
of each month. Made available at the center for parents and potential families (current
edition). Hand delivered during pitch meetings to potential corporate donors (most recent
edition)
Finished size, number of pages, and paper: 8.5 x 11, 4 pages, regular paper
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Print quantity and number of colors: 250 copies, Two colors

Timeline/deadline: Article deadline ready for print on the third week of the month,
starting in November, every 6 months. Print deadline printed on the fourth week of the
month, starting in November, every six months. Mailing mailed on the first week of the
month, starting in December, every six months.
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ArtsWatch
FALL 2008 ISSUE
Strum, drum, dream: Donation means kids can play

By Eric Carpenter, courtesy of The Orange County Register
SANTA ANA In the eight years
since Hands & Hearts for Arts
opened, plenty of music teachers
have been willing to teach children
how to play drums, guitar and saxophone.
The problem: a severe shortage of
instruments.
That all changed one afternoon
when a semi-tractor trailer arrived
carrying 45 new instruments, including two drum sets, acoustic guitars,
and brass and woodwind instruments.
hibitor -- with local offices in Tustin -who read about the center in an OC
Register article last month.
The exhibitor, Coastal International,
installs booths at trade conventions
and works with Michael Musical Instruments, based in Brazil. The companies work together every year
at the NAMM Show in Anaheim, a
massive music-merchant exhibit, and
store loads of instruments locally
after the show ends in January.
The instruments are displayed at the
show. Afterward, typically, they are
stored until sold. These just didnt sell.
All for free.

The donation came from a San
Francisco Bay-area convention ex-
Bob Hill, an executive at Coastal

International who lives in San Juan
Capistrano, read about HHA and
wanted to help out.

It cost the company money to store
these instruments, so we were looking for a worthy cause, said Hill. I
saw this group in the paper and I
thought: Perfect.
The center used to have two electric
guitars, which means students could
never check them out to take home
and practice. With the donation, it
now has more than two dozen sixstring and bass guitars.
This is a big help, said Gustavo
Figueroa, 19, who grew up going
to the arts center and now works
there. Now children can come here
and learn. And they can explore
their creativity.
In This Issue
Hills Donation
(this page)
Thriller
(page 2)
Featured Student
(page 2)
Featured Art
(page 3)
Programs Offered
(page 3)
Calendar of Events
(page 4)
Bob Hill of Coastal International reads a thank you poster made by the children at
the center. Photo courtesy of The Orange County Register.
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PAGE 2
ArtsWatch
FALL 2008 ISSUE
Meet: Feature Student
Photograph of featured student
Making of the Video:

Thriller
Story story story story story story
story story story story story story
story story story

story story story.

story story story.

story story.

story story.

story story story story story.

Quote quote quote quote quote quote

quote quote quote quote quote.

story story
Photograph of teacher filming students dancing for the music video.
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ArtsWatch
FALL 2008 ISSUE
PAGE 3
About the Piece

story.
story story story story.
Programs We Offer
Programs programs programs
Days days
Days days
Days days
Days days
Days days
Days days
Days days
Days days
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PAGE 4
ArtsWatch
FALL 2008 ISSUE
Calendar of Events
Event event event
Date
Event event event
Date
Event event event
Date
Event event event
Date
Event event event
Date
Event event event
Date
Event event event
Date
Event event event
Date
Event event event
Date
Event event event
Date
Event event event
Date
Event event event
Date
Event event event
Date
Event event event
Date
Event event event
Date
Event event event
Date
Upcoming Community Events

Event event event
Date
Event event event
Date
Event event event
Date
Event event event
Date
Visit our Web site at

Event event event
Date
Phone: (123) 456-7890

Fax: (234) 567-8901
Hands &Hearts
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Key public: Current, past, and potential donors in the local Orange County community
Secondary publics: Current families served at the center, and potential families that can
benefit from the programs offered
Action desired from public(s): Current past, and potential donors The story will create
empathy within the key public and inspire them to give and donate to the cause. Current
and potential families The story will inspire the secondary publics to take part in an effort to revive the arts.
How that action ties to the key publics self-interest: The key public donating and giving to the cause will make them feel like they have done something good in the world.
The secondary publics will be able to participate in a spreading of the arts, and allow their
children to get great arts education at a welcoming organization.
News hook: Hands & Hearts for Arts is holding a special event to fundraise for a new
building.
Proposed headline: Hands & Hearts for Arts Plans for a New Building
Proposed lead: Hands & Hearts for Arts is hosting a special event in order to fundraise
to acquire a new building.
Primary message: Hands & Hearts for Arts is holding an event to raise money in order
to acquire a new building to offer its programs
Secondary messages:

Date and time of event: Saturday, January 24, 2009 at 1 p.m.

Venue of event: Current center

The event will include childrens performances, an art show, a couple of

guest speakers and a speech by Dr. Ana Jimenez.

Snacks and refreshments will be served at this event.
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Primary message: The center is currently growing fast and needs a bigger space to offer
their programs.
Secondary messages:

Quote from Dr. Ana Jimenez describing the current condition of their

meeting area.

Statistics demonstrating the rapid growth of the center

How many rooms are available for the children to learn in and the number

of classes and meetings that go on every day
Primary message: Hands & Hearts for Arts is fundraising to acquire a new building for
their center.
Secondary messages:

Prospective, past and current donors will be invited to attend the event

The guest artist will be donating art that will be auctioned off at this event.

All proceeds will benefit the acquisition of the new building.

A table will be set up at the event with informed representatives for inter-

ested donors to get more information or to donate.
Third-party influentials and how they will be used: A local well-known artist will be
invited to speak at the event. Dr. Ana Jimenez will be speaking at the event, and will also
be quoted in the release
Proposed photos/figures/art: A photograph of the children performing at the event.
Method and timing of distribution: E-mail news release two weeks before the event
Specific media to receive release: Local Orange County and Los Angeles County newspapers, magazines, and broadcast TV news stations.
Follow-up with media: Call mediums that release has been sent to and re-pitch the story
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Timeline/deadline: Press release written three weeks before the event. Press release
proofread, edited, and sent to mediums two weeks before the event, which will take place
on Saturday, March 21, 2009.
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2215 N. Broadway St.
Santa Ana, CA 92706
Contact: Crystal Chou
Phone: 714-553-3716
Hands & Hearts for Arts plans for a new building
SANTA ANA, CALIFORNIA Hands & Hearts for Arts is currently growing fast and
needs a bigger space to offer their programs, says Ana Jimenez, director of Hands &
Hearts for Arts. HHA will host a special event in order to fundraise to acquire a new
building. The event will be held on January 24, 2009, at 2 p.m. in the current center. It
will include performances by the children and an art show that will feature pieces by the
children.
HHA is a non-profit organization that aims to empower youth and their families, including those with special needs or who are at risk, to reach their fullest potential through
comprehensive multicultural and multilingual art-based programs, says Jimenez.
The organization has served over 1,000 children in the year 2008 alone, and it continues
to grow, with more children coming in every day. It offers over 15 programs involving art
education, including an after school program that allows children to participate in music,
visual arts and dance. However, the current location has only one enclosed room available for children, while the remainder of the space is open, but sectioned off. The current
center is only 2,500 square feet, but needs at least an extra 1,000 square feet for ample
storage room and activity space.
Theres just not enough room for all the children to do their activities. We really need
some more space so that they can let their creativity flow, says Gustavo Figueroa, who
grew up going to the center and now works there. Its disheartening for them. They get
excited to do something, and they get let down.
Current, past and potential donors are invited to attend this event, as well as all members
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of the local community, in hopes to receive significant donations that will help them in
their objective. Prominent Mexican artist Rubin Ortiz-Torres donated pieces of his own
art to be put up for auction, and will also be speaking at this event. All proceeds from the
auction will go towards fundraising efforts.
###
For more information on this event, please contact Ana Jimenez at (714) 547-5468 or
reception@occtac.org.
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Key public: Potential donors and volunteers for Hands & Hearts for Arts
Secondary publics: Low-income, ethnic minority parents in Orange County, who may
not be aware of the benefits of the center
Action desired from public(s): The targeted publics should become aware of the services and benefits of Hands & Hearts for Arts be inspired to become involved with the
organization through donations, in-kind donations, or volunteer support.
How that action ties to the key publics self interest: Local businesses and volunteers
will want to become involved with the organization because of its contributions to the
well-being of the community and because it offers the businesses a chance to increase
their visibility in the community as philanthropic companies.
News hook: Local businesses support and encourage the artistic growth of the youth in
the community and value the center as a contributing organization to the wellbeing of the
community. Their donations and support help to fund the growth of Hands & Hearts for
Arts.
Story headline: Local businesses help to raise a creative and educated youth in the
community
Story lead: Hands & Hearts for Arts will host an interactive event for local businesses on
Jan. 24, at 2 p.m. The donations received at the event will help to fund the centers new
building which will better accommodate the variety of programs offered.
Primary message: Hands & Hearts for Arts provides beneficial services to the community as a learning and therapeutic environment for youth and their families, that schools
today can not offer.
Secondary messages:

Quote from 10-year-old member, Leslie Ramirez, who reflects that budget

cuts at her school have eliminated the available art and music classes, and

that she can now receive these programs at Hands & Hearts for Arts
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Primary message: Involvement in the programs at Hands & Hearts for Arts has contributed to an increase in the academic success of its members and their families.
Secondary messages:

Anecdote concerning 10-year-old member, Leslie Ramirez, who improved

her grades from Cs to As since participating in the centers programs.

She has improved her focus and ability to interact with fellow students and

decreased her tendency to get into trouble

Anecdote concerning Daniel Alvarez, parent of 6-year-old Elsa, an autistic

student of the center, who has seen an improvement in the ability of her

daughter to perform everyday tasks. The center has also allowed

him to take computer classes to learn Microsoft programs, which

will improve his resume.
Primary message: Hands & Hearts has built strong relationships with schools and businesses in the community, who acknowledge the need for an improvement in the centers
facilities.
Secondary messages:

List of partnering schools and organizations with Hands & Hearts for Arts

Reference to Fieldstead & Company as a current partnered/supporting busi

nesses

Quote from Dr. Raymond R. Ross, former chairman of youth services for

Kiwanis Club of Santa Ana, who supports the centers programs and the

benefits they provide to the community, but acknowledges the centers

expansion and its need for more support and room

Quote from Veronica Solares, volunteer member of the Parents Commit

tee, who mentioned that the current building in which the center operates

has reached capacity.
Third-party influentials and how they will be used: Testimonials and quotes from past
donors or volunteers and from parents of children who attend the center will be used to
provide a human face to the center and make it more personable. The testimonials will
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add credibility to Hands & Hearts for Arts as an established and contributing organization
in the community.
Proposed photos/figures/art to accompany story: Photos of children participating in
the organizations programs (painting, playing instruments, etc.); photo of volunteers
interacting with children at the center
Method and timing of distribution: Pitch letter will be emailed and mailed to media
sources, depending on their preference, at the beginning of January with the intention that
the story be published by the end of January or start of February, which coincides with
the start of the fiscal year and new school term.
Specific media to receive pitch: Local Orange County newspapers, including the Orange
County Register and the Los Angeles Times (Life, Local, and Business sections) and
other smaller newspapers, OC Family, Orange County community newsletters, local radio
stations
Follow-up with media: The pitch letter will be followed with a phone call notifying the
media contact of the letters arrival. Interviews with current volunteers and donors and
participating families will be offered to the media contacts.
Timeline/deadline: February 28, 2009
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Pitch Letter
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February 28, 2009

Rebecca Allen
OC Register
625 N. Grand Ave.
Santa Ana, CA 92701
Ms. Rebecca Allen,
Not enough children in our community have the opportunity to participate in artistic programs due to state budget cuts, financial situations, and lack of resources.
Hands & Hearts for Arts in Santa Ana helps to combat this problem and will host an
introduction event on March 21 at 2 p.m. with local businesses and current members in
an effort to raise funds for the purchase of a new facility center. Hands & Hearts for Arts
provides children and their families with affordable artistic programs in a safe community
environment. These programs offer therapeutic benefits and learning opportunities for
those who may not have access to them elsewhere. The center helps to build a foundation
for the academic success of its members and their families. In order to better accommodate our services, Hands & Hearts for Arts
Daniel Alverez has noticed a tremendous improvement in his six-year-old autistic daughters ability to perform everyday tasks since they joined Hands & Hearts for Arts 18
months ago. Elsa often leaves her art classes in good spirits and beaming with pride, suffering from less intense autistic episodes. Daniel, too, is able to utilize the center, as he
takes computer classes during Elsas art classes, in order to enhance his resume. We were
touched to learn that the center has been like a savior for Daniel and his family.
Through the generous support of businesses in the community, including Wells Fargo and
Fieldstone & Company, Hand & Hearts for Arts continues to sustain as a beneficial community organization. However, as acknowledged by Dr. Raymond R. Ross, former chairman of youth services for Kiwanis Club of Santa Ana, the centers success and expansion
calls for an improvement in the centers facilities. The event on March 21 will help to
raise funds for a new facility center to accommodate the centers expansion.
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We hope that you are interested in this story and are able to attend the event. For your
convenience, we have included some background materials on Hands & Hearts for Arts
and a brochure detailing our programs. If you choose to cover the story, be sure to bring
a photographer as there will be valuable photo opportunities. Children from the center
will sing and their artwork will be auctioned off. Please feel free to contact me for more
information. Thank you for your consideration. We look forward to having you as a
guest at our event.
Sincerely,
Dr. Ana Jimenez-Hami
Founder and Executive Director
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Secondary public: Potential volunteers
Action desired from publics: The primary action desired is to insight donors to contribute to the center, either monetarily or in-kind. The secondary action desired is spreading
awareness of the center.
How the action ties into the publics self interest: Potential donors will be able to have
a plaque in their business or office stating that they are a supporter of Orange County
Hands and Hearts for Arts, which has the potential of creating more business for them.
Potential volunteers can use this experience on their college applications or resume.
Overriding message and tone: Upbeat and full of the childrens energy. The idea is not
to manipulate or guilt donors, its to show them the life thats in these children and how
much the center means to them.
Format: Start out with a montage of the children interacting at the center, doing art,
dancing, performing. There will be a voice over explaining what the center is, various
programs offered and how people can help. There will be a short interview with Dr. Ana
Jimenez. At the end, a group of children will say, Art for life! and then the phone number, website and current address will appear on the screen.
Primary message: The children need and enjoy the art programs at the center. The current programs need to be expanded because of the number of children now attending the
center.
Secondary messages:

The children will be shown laughing, smiling and actively participating in

the various programs at the center.

The voice over will explain that because school programs have been cut,

many children arent able to take any sort of art classes.

Also, Dr. Ana Jimenez will discuss the importance of providing a well-

rounded education in the development of children.
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Primary message: Donations and volunteers are always welcomed and appreciated.
The center in understaffed and needs more volunteers to participate and organize various
activities.
Secondary messages:

Dr. Ana Jimenez will explain that the center runs primarily off grants,

donations and volunteers.

At the current time, the center is hoping to acquire a new, larger building

because the programs are expanding and so are the number of families that

come to the center.

The montage will also show volunteers interacting with the children so

potential volunteers can see how much fun it is to work with the different

children at the center.
Primary message: Community involvement is vital, both in community business,
schools, and parents. When the community gets involved, thats when we build strength
within each other.
Secondary messages:

In the PSA, we will show a wall with plaques of past and present donors

and businesses that support the center.

Dr. Jimenez will discuss the after school programs available and special

tutoring for all subjects, not just art.

Also shown in the montage will be children interacting with their parents

at the center, showing them drawings or taking a bow after a dramatic

performance.
Third-party influentials and how they will be used: There will be testimonials available on the website, which viewers will be directed to. When they clique on about us,
there will be a link of past donors and their quotes. I dont want to include it in the PSA
because it will be too much. I want to focus on the children and showing what the center
is about.
Production format and length: Video recording, 120 seconds.
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(cont.)
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Production quantity: We will make about 20 copies to send out to the various channels.
We may be able to use email to transmit the video instead of making copies.
Specific media to receive spot: Local Orange County news stations, Los Angeles news
stations, San Diego news stations, public access channels and it will be posted on the
website.
Follow-up with media: Will call each news stations that we sent the PSA and follow-up,
answering any questions they may have and find out if they are interested in doing a story
on the center or putting our video on their news program.
Timeline/Deadline: January 14, 2009
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Public Service Announcement
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Opens with a montage of children dancing and playing instruments for 25 seconds. The
montage is accompanied by soft guitar music and a voice over.
Voiceover
Hands & Hearts for the Arts is an Orange County based not-for-profit organization dedicated to education, empowerment and therapy of children from many different walks of
life. HHA has many programs from infant and toddler early start to after school programs in music, visual arts and dance. As a not-for-profit, HHA has limited resources
welcomes donors and volunteers. These children love to express themselves at the center
and any help is greatly appreciated.
Interview with Dr. Ana Jimenez-Hami, president and founder for about 35 seconds.
Dr. Jimenez-Hami
Hello. My name is Dr. Ana Jimenez-Hami, founder of Hands & Hearts for Arts. I founded this organization in 2000 I the hopes of making a difference in my community. So
many children need after school programs because their parents need to work to support
their families. Hands & Hearts for the Arts gives the children in the Orange County community a place to go after school where they can get help with homework and learn valuable skills. They are also exposed to many arts programs, which have been cut by our
local public schools. It is my belief that adding art into a childs education helps them to
become well-rounded successful individuals. We make a difference at HHA, and you can
to.
A shot of about 50 children in front of HHA waving at the camera and saying in unison,
Art for life!
EXT. HHA
50 children stand in front of HHA
Children
Art for Life!
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Text on the screen at the end will read:

2215 N. Broadway
Santa Ana, CA 92706
(714) 547-5468
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Copy Outline: Special Event
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Key public: Donors-past, present and potential

Action desired from public: To donate to Hands & Hearts for Arts, either monetary or
in-kind donations.
How the action ties into the key publics self interest: The goal of Hands & Hearts for
Arts is to help educate children and turn them into successful, productive adults. These
adults will be giving back to the community, the workforce and the world in general. It is
in the best interest of donors to help produce happy, healthy, well-rounded people within
their community. They will also, receive a plaque that they can hang in their office, home
or place of business.
Event date and time: Saturday, March 21, 2009 at 2 p.m.
Event location: 2215 N. Broadway Santa Ana, CA 92706-the current center.
Overriding theme/message or tone (including title or slogan): The theme of the event
is expansion. Expanding the programs, moving to a bigger building and serving more
children. The slogan for the event is Art for life.
Keynote speaker: Ruben Ortiz-Torres, a Mexican photographer, painter, sculptor, film
and video maker. Dr. Ana Jimenez, president and founder, will emcee.
Primary message: The center needs more funding form private donors to enable them in
the acquisition of a larger space for the expanding clientele. This will allow the center to
continue to serve the families in the community.
Secondary messages:

Artist Ruben Ortiz-Torres will discuss how art impacted his life as a

young child.

He will also be donating a piece of art to the event that will be auctioned

off to the highest bidder and the proceeds will go to Hands & Hearts for

Arts. Having a famous artist as the keynote speaker will add credibility to

our event.
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Primary message: Keeping the community educated and well-rounded is a primary goal
of Hands and Hearts for Arts. The children are just as important a part of our community
as anyone else.
Secondary messages:

The childrens art that they have created will also be auctioned off with

proceeds benefiting the acquisition of the new building.

This sends the message that the childrens is just as valuable as Ruben

Ortiz-Torress and their contributions to the center are valuable.

This helps build their self-esteem and sense of responsibility to their cen

ter and their community.
Primary message: A new building is needed to facilitate expanding programs and more
children. As more schools cut their art programs, the more children come there are that
come to the center.
Secondary messages:

There will be a meet and greet with the potential donors and the children

and their families. Here, donors will be able to make direct contact with

the children and ask them questions.

There will also be a short performance by the children in the performing

arts and dance programs. This will help make them more likely to donate

because they will be able to see first and how excited these children get

about art and what it means to them.

Third-party influentials and how they will be used: During the meet and greet with
the children and their families, parents will have an opportunity to express their feelings
about the center and how it has influenced their childs life.
Decorations/signage: There will be a banner that says Art for Life at the entrance of
the center. The children will do most of the decorating, lining the walls with their artwork, some of which will be auctioned off. There will be cookies and cakes and coffee
and tea for the donors and families.
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Invitation list: The OC Register will be invited to cover the story. Ruben Ortiz-Torres,
prominent Mexican artist, is the keynote speaker. General invitations will include potential and current private donors, local business owners, and families of the children.
Collateral materials and means of distribution: We will mail formal invitations to current donors, local business owners and the keynote speaker. We will call the media and
send them a feature release announcing the event. General invitations will be given out
as flyers at the center.
Event management checklist:

Before the event:

Determine the goals and objectives

Identify the date and time

Identify location

Identify keynote speaker

Create budget

As the event gets closer:

Form parents committee to help with the food/beverages, decorations, etc.

Confirm the keynote speaker

Send out invitations

Contact the media

Prepare decorations

Organize auction

Get the children ready for their performance
Day of the event:

Have staff/volunteer meeting

Decorate the center

Get children ready

Set up auction

Prepare keynote speaker
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Immediately after the event:

Do financial reconciliation

Perform post-budget performance review

Prepare list of thank you letters to donors, keynote speaker, volunteers and

media

Collect and organize data for final meeting
Timeline/deadline: The invitations will be mailed out at the end of January 2009. The
media will be contacted about the event at the end of February 2009. We will arrange for
the keynote speaker in December 2008.
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Arts for Life by Nicole Riedman

SANTA ANA, Calif.Ruben Ortiz-Torres, a prominent Mexican painter, photographer and sculptor was
the keynote speaker at a fundraiser for Orange County
based not-for-profit Hands & Hearts for Arts on Saturday,
March 21, 2009.
The children of Hands and Hearts
It was a full house as Ortiz-Torres gave a touching porfor Arts at Saturday s fundraiser.
trayal of his childhood in Mexico. He discussed what
an integral role art played in his life growing up and how it helped him get through hard
times. It was the one thing they couldnt take away from me, Ruben said, speaking of
growing up in a very poor household. It was the only way I could express my sorrows.
It was my only emotional outlet.
The event also featured Dr. Ana Jimenez-Hami, founder and president of Hands & Hearts
for Arts as the emcee for the afternoon. Dr. Jimenez-Hami founded Hands & Hearts for
Arts in 2000 with her mission being to give children every opportunity that they deserved. I wanted to make the community a better place and where that starts is with our
children, said Dr. Jimenez-Hami.
An auction of the childrens art, as well as a generously donated piece by Ortiz-Torres,
was the highlight of the event. The children got up on stage to display their art as it was
being auctioned off to the highest bidder. At the end of the afternoon, HHA successfully
raised over $10,000, which Dr. Jimenez says will go towards a new building and expanding the current programs.
Hands & Hearts for Arts focuses on children with special needs, at-risk youth and typical
children. It has many programs including preschool programs, after school music, visual
arts, dance, expressive art therapy and performing arts. It also provides programs for
literacy, homework support and family counseling.
For more information on Hands & Hearts for Arts or to make a donation, please contact
Dr. Ana Jimenez-Hami at (714) 547-5648 or go to www.handsandheartsforarts.org.
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APPENDIX
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Hands & Hearts for Arts Vision:

Hands & Hearts for Arts is the First Therapeutic Arts Center in Orange County to offer a
comprehensive multicultural/bilingual arts curriculum and therapeutic programs especially designed for children with special needs & at-risk youth from ethnically and linguistically diverse backgrounds.
Hands & Hearts for Arts Mission:
Our mission is to provide comprehensive multicultural, multilingual, art-based programs.
Our goal is to empower children, youth, and their families, including those with special
needs or who are at risk, to realize their fullest potential.
Our approach is to integrate the arts with educational and therapeutic resources and services.
This was found on the Hands & Hearts for Arts Web site. First of all, the vision isnt
really a vision at all. Its more of a history or accomplishment rather than a vision. It is
also too lengthy of a sentence. It could easily be broken up into two sentences. What also
confuses me is the use of capitalization for the First Therapeutic Arts Center. This is
unnecessary, and also the wrong use of capitalization. This is not a title or an award that
theyve received. Then the use of & also confuses me in the middle of the sentence. It
is kind of random and the use of it does not make the vision (which is not really a vision)
seem professional. The fact that this is also listed first on the mission and vision page
shows that they are very proud that they have made this accomplishment. However, they
should also put what they aim to do first, rather than what they have accomplished. First
and foremost, their organization exists because of their mission, not because of what they
have already done.
The mission statement itself is pretty straightforward. Its simple and straight to the point.
They start out with their mission and their goal, and then they close it with the approach.
This is the how and the means of achieving their goal. The mission part is a bit too specific, in my opinion. The mission should be an overall idea, not the services they provide.
The services they provide are the means to fulfilling their mission. The goal to empower
children and youth is a bit redundant. If anything, I would just cut it down to youth, because it also includes children.
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Revised Mission:
Our mission is to empower youth and their families, including those with special needs or
multilingual art-based programs.
Our approach is to integrate the arts with education and therapeutic resources and services that allow children to realize their full potential.
Hands & Hearts for Arts is the first therapeutic arts center in Orange County to offer a
comprehensive multicultural and bilingual arts curriculum and therapeutics programs.
These are specifically designed for children with needs and at-risk youth of ethnically and
linguistically diverse backgrounds.
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Research Summary
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The combined research interviews of the group were very telling for Hands & Hearts for
Arts. There was a great deal of consistency in the opinions of various publics in terms
of where the center needs to improve and why it is important to the community of Santa
Ana. Universally, it was agreed that the center has played an invaluable roll in its community and expanding its services is a necessity.
Expansion, not only of the literal space, but of the programs, is high on the list of priorities. Since its inception, the center has grown from helping special needs children, to
serving typical children and at-risk youth. Presently, the center targets children, ages four
to seven and the administration, donors and parents would like to see more programs for
older children.
A new building is also on the forefront. Dr. Ana Jimenez-Hami, founder, would like to
relocate the center to a larger building in the artists district of Santa Ana, which will help
enable the program expansion mentioned previously. To enable the acquisition of this
new building, they will need more funds. This requires fundraising, marketing and PR
efforts, which the center also requires.
This leads me to the lack of administration. Dr. Jimenez-Hami told our group that the
lack of administration is due to grant restrictions. Many grants will pay for teachers
salaries, but not for administrative salaries. This results in Dr. Jimenez-Hami wearing
many hats within the organization.
Marion Renk-Rosenthal, a member of HHA board of directors, stressed the need for
increased technological communication strategies. Most staff members and volunteers
at HHA are not technologically educated and suggest classes will help with computer literacy. Better websites, blogs and general exposure will help them maintain relationships
and create increased visibility outside the Santa Ana community.
Finally, the name of the organization needs to be updated. It was appropriate when the
center began in 2000, but services have expanded and the name should reflect that transformation. This will help the organization receive more grants and funding as well as let
the community know of their expanded services.
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Preliminary Identification of Publics
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1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.

15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
Orange County families with young children

Low-income, ethnic minority parents
Current donors
Past donors
Potential donors
Local businesses
Current volunteers
Families currently served
Art teachers in Santa Ana
Elementary Schools in Santa Ana
Middle Schools in Santa Ana
High Schools in Santa Ana
City of Santa Ana
Orange County college students
a.
Chapman University students
b.
Santa Ana College students
c.
Art Institute College students
d.
Art Therapy Students
Local churches
Girl Scouts in Orange County
Boy Scouts in Orange County
Board of Directors
CHOC hospital
Hospital patients in Orange County
Friends of those who attend
Orange County art schools
American Art Therapy Association
Orange County artists
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Preliminary Identification of Resources
Hands&Hearts
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1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Santa Ana building

Volunteers
Staff
Community oriented
Multilingual and multi-ethnic orientation
Recognizable donors
Visibility through website, blog, and Youtube account
Serve 1,000 children per year
Community oriented
Local interest in the arts
Family members and friends of participating members
Art industry
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Hands&Hearts
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