1 

Table of Contents 
 
Organization History & Background…………………………………………………………. 3 

PEST Analysis…………………………………………………………………………………… 5 

SWOT Analysis…………………………………………………………………………………. 9 

Communications Audit………………………………………………………………………. 11 

Problem or Opportunity Statement………………………………………………………... 13 

Key Publics Profile: College Students……………………………………………………… 14 

Key Publics Profile: Retired Stakeholders………………………………………………….. 18 

Goal Statement……………………………………………………………………………….. 21 

Objective 1……………………………………………………………………………………. 22 

Objective 2……………………………………………………………………………………. 22 

Objective 3……………………………………………………………………………………. 24 

Evaluation…………………………………………………………….………………………...26 

Budget & Timeline…………………………………………………………………………… 29 

2 
 Situation Analysis 
 
Organization History and Background 
Lane County is the fourth most populated county in the state of Oregon, with 362,895 
people living in the county. The three largest cities in the county are, in descending 
order: Eugene, Springfield and Cottage Grove. The median age for residents of Lane 
County is 39 and the median income is $47,000. The median income for residents 
increases to as much as $91,000 in areas like the South Hills of Eugene.1 

[Lane County visual from ​https://datausa.io/profile/geo/lane-county-or/​] 

United Way of Lane County (UWLC) has been a part of the Lane County community 
since 1946 when it was founded by Alton F. Baker. UWLC is an in-between nonprofit 
that pulls individuals together federally and locally by providing the backbone support 
to bigger issues while supporting local organizations. The nonprofit organization 
describes itself as an organization that is “creating opportunity for a better life for all.”2 

1
​Lane County, OR. (n.d.). Retrieved November 2, 2017, from 
https://datausa.io/profile/geo/lane-county-or/ 
2
​Sloan, T. (20 October 2017). ​United Way of Lane County J453 Presentation​. Lecture presented at Visit 
from UWLC in University of Oregon, Eugene. 
3 
UWLC focuses its mission on three priorities: education, income and health. Supporting 
56 vital programs across Lane County, UWLC aligns resources among its key priorities. 

One of UWLC’s biggest challenges is explaining why an individual should donate to 
UWLC rather than donate directly to the designated organization. UWLC has grown 
and shifted to best respond to the changing needs of the Lane County community and 
its partners. UWLC knows what and where the needs are most relevant and provide a 
greater impact. However, the general public does not recognize this advantage and 
many decide to donate without considering UWLC. 
 
UWLC is in the midst of a rebranding process. In order to strengthen its strategic 
communications, UWLC conducted primary research using a survey distributed to key 
publics. As a result, the nonprofit discovered essential branding and messaging 
recommendations; specifically, the necessity to reach out to younger demographics. 
UWLC needs to also pay attention to the current relationships it holds, especially its 
elderly donors, who make up 21% of UWLC’s donations.3 UWLC needs a public 
relations plan because it needs to increase involvement from all age groups.  
   

3
​Sloan, T. (10 November 2017). ​United Way of Lane County J453 Word Document​. Made available to 
students from UWLC in University of Oregon, Eugene.
4 
 PEST 
Political  Economical 
● Unknown availability of  ● Lane County:5 
Community Services Block Grant  ○ 1.3% growth in number of 
(CSBG)  employees in Lane County 
● Revision of Every Student  ○ 9.8% growth in property 
Succeeds Act of 2015 (ESSA)  value 
means more funding for programs  ○ The median household 
like UWLC4  income in Lane county is 
● Threat of repeal of the Patient  $47,318 
Protection and Affordable Care  ● UWLC funds 56 community 
Act   investment programs  
● Limited availability of Cover All  ● 46% of UWLC programs are 
Kids Act (SB 558)   funded specifically by grants  
● House Bill 2391 (Provides $550  ● Oregon pays out $85 million in 
million in funding to Medicaid in  marijuana taxes to fund schools, 
Oregon)   cops and other services6 

Social   Technological 
● Millennials lean toward online and  ● New technologies make more 
social giving7  opportunities for people to donate 
● The holidays are an important time  opening up the door to get a new 
for giving so UWLC should have a  and younger demographic 
strategic PR plan to figure out how  involved10 
to maximize holiday giving   ● Google ranks sites that aren’t 
● Millennials spend 44% of food  optimized for mobile lower than 
dollars on eating out8   those that are11 

4
Every Student Succeeds Act (n.d). Retrieved December 4, 2017 from https://www.ed.gov/essa?src=rn 
5
Data, Eugene, Oregon (n.d). Retrieved December 4, 2017 from 
https://datausa.io/profile/geo/lane-county-or/ 
6
​ Oregon pays out $85 million in pot taxes to school fund, cops , other services. (6 October 2017). 
Retrieved November 13, 2017, from 
http://www.oregonlive.com/marijuana/index.ssf/2017/10/oregon_pays_out_85_million_in_1.html
7
​Funds, B. D. (2017, May 29). How Millennials Have Blown Up Traditional Charitable Giving. Retrieved 
November 28, 2017, from 
https://www.thebalance.com/how-millennials-have-changed-charitable-giving-2501900 
8
​Talty, A. (2017, May 16). New Study Finds Millennials Spend 44 Percent Of Food Dollars On Eating 
Out. Retrieved November 28, 2017, from 
https://www.forbes.com/sites/alexandratalty/2016/10/17/millennials-spend-44-percent-of-food-dollars-o
n-eating-out-says-food-institute/#7678c8a03ff6 
5 
 ● 85% of people 65+ watch the 
news often and 72% of people 
50-64 watch the news often9 
 

Political 
● In uncertain political climates and especially with new changes with elections 
and legislation, the amount of funding nonprofits like UWLC receives could 
change. This change could be positive or negative.  
● With the implementation of ESSA in 2015 (a revision of the previous No Child 
Left Behind legislation), there is additional funding available to organizations like 
UWLC to facilitate better education practices and support systems.  
● Current government administration is attempting to repeal the ACA, which will 
dramatically impact the healthcare and insurance fields. As a result, many low 
income families may no longer have access to affordable health care.  
● In June, Oregon passed House Bill 2391 to fund Medicaid $550 million to avoid 
Medicaid cuts that would have affected lower-income recipients by pushing 
more than 300,000 individuals off the service.12 
Economical 
● The Oregon Department of Revenue has announced that it will pay out $85 
million in marijuana tax revenue to fund schools, police forces and other services 
like United Way of Lane County.13 This will significantly impact UWLC and relieve 
some financial burden.  

10
​Slawson, N. (23 June 2016). Digital donations are the future. Retrieved November 12, 2017, from 
https://www.theguardian.com/guide-to-fundraising/2016/jun/23/digital-mobile-technology-fundraising-d
onations-future-charities
11
​Slawson, N. (23 June 2016). Digital donations are the future. Retrieved November 12, 2017, from 
https://www.theguardian.com/guide-to-fundraising/2016/jun/23/digital-mobile-technology-fundraising-d
onations-future-charities
9
​Pathways to news. (7 July 2016). Retrieved November 10, 2017 from 
http://www.journalism.org/2016/07/07/pathways-to-news/
12
​Oregon House passes $550 million tax bill to fund Medicaid. ( 15 June 2017). Retrieved November 14, 
2017 from http://www.oregonlive.com/politics/index.ssf/2017/06/oregon_house_passes_550_millio.html 
13
Oregon pays out $85 million in pot taxes to school fund, cops , other services. (6 October 2017). 
Retrieved November 13, 2017, from 
http://www.oregonlive.com/marijuana/index.ssf/2017/10/oregon_pays_out_85_million_in_1.html 
6 
 ● In Lane county, there is a 19.4% poverty rate14, well above the national poverty 
rate of 13.5%15. This indicates a high need for nonprofits like UWLC to assist 
community aid programs to help relieve the burden of poverty.  
● As of 2015, there has been a 1.3% increase in employment in Lane County and a 
9.8% growth in property value, indicating a slowly recovering economy. The 
median household income is $47,318.16 
Social 
● The nonprofit community refers to the last few months of the year as the Giving 
Season due to the fact that people are often more willing to give during the 
holidays. ​In a 2007 study, The Center on Philanthropy (COP) at Indiana 
University found that their respondents reported giving about 24 percent of 
their annual total between Thanksgiving and New Year’s Day.17 
● Social giving strongly appeals to millennials and online giving is a vastly growing 
resource. Online giving grew 7.9 percent in 2016 and accounted for 7.2 percent 
of all fundraising in 2016.18 
● Recent data shows that millennials spend 44% of their food dollars on eating 
out.19 This is important because it highlights the social nature of millennials and 
how they engage in communities.  

Technological 
● Over the last several years, there has been a revolution in the technology that 
people use to give to their chosen organizations. Donors prefer routes that are 
quick and easy. One avenue that has seen a large rise in recent years is 
donations given through text messaging.20 

14
Lane County, Oregon Data. (n/d.) Retrieved November 13, 2017 from 
https://datausa.io/profile/geo/lane-county-or/ 
15
​What is the current poverty rate in the united states? (13 September 2017). Retrieved November 13, 
2017 from https://poverty.ucdavis.edu/faq/what-current-poverty-rate-united-states 
16
​Lane County, Oregon Data. (n/d.) Retrieved November 13, 2017 from 
https://datausa.io/profile/geo/lane-county-or/ 
17
Charitable Giving in America: Some Facts and Figures. (n.d.). Retrieved November 12, 2017, from 
http://nccs.urban.org/data-statistics/charitable-giving-america-some-facts-and-figures 
18
​Funds, B. D. (29 May 2017). How Millennials Have Blown Up Traditional Charitable Giving. Retrieved 
November 12, 2017, from 
https://www.thebalance.com/how-millennials-have-changed-charitable-giving-2501900 
19
​New study finds Millennials spend 44% of food dollars on eating out. (17 October 2016) Retrieved 
November 14, 2017 from 
https://www.forbes.com/sites/alexandratalty/2016/10/17/millennials-spend-44-percent-of-food-dollars-o
n-eating-out-says-food-institute/#16a273ac3ff6 
20
​Slawson, N. (23 June 2016). Digital donations are the future. Retrieved November 12, 2017, from 
https://www.theguardian.com/guide-to-fundraising/2016/jun/23/digital-mobile-technology-fundraising-d
onations-future-charities 
7 
 ● An important aspect to drawing donors to an organization is how easy or 
difficult it is to find your organization with a cursory search. When using Google 
on mobile, Google prioritizes websites that have mobile optimization over those 
that don’t.21 

​Make sure your site's ready for mobile-friendly Google search results - AdSense Help. (n.d.). Retrieved 
21

November 12, 2017, from https://support.google.com/adsense/answer/6196932?hl=en 

8 
 SWOT 
Strengths  Weaknesses 
● Recognizable and trusted name  ● Potential audience’s lack of 
● Supports 56 programs  understanding as to why someone 
● Day of Caring  should donate to UWLC instead of 
● Broad expertise  directly donating 
● Various resources  ● Aging donors; struggling to 
● Community impact  connect with young people 
● Volunteer of the year awards  ● Website not optimized for mobile 
● Limited access with community; 
Less social media connection 

Opportunities  Threats 
● Entirely untapped source of  ● Federal budget changing; funding 
money/volunteer hours: young  could be cut 
people  ● Donors donating to organizations 
● Partnering with other local,  directly from a lack of 
well-known entities  understanding 
● Rebranding process  ● Other nonprofits providing more 
● Strengthen current and start new  transparency and clearer reasons 
partnerships  to get involved 
● Alienating partners and donors 

Strengths 
● United Way of Lane County is a nonprofit organization that has a recognizable 
and trusted name that supports 56 programs. The broad expertise and various 
resources found within the community comes from its intermediary role of 
working with bigger issues and smaller organizations that impact education, 
income and health needs. One benefit for volunteers is the Volunteer of the 
Year award and ceremony, which offers incentive for volunteers to volunteer 
more and recognition to those who do.  
Weaknesses 
● UWLC’s largest weakness is its potential audience’s lack of understanding of why 
an individual should donate to UWLC instead of donating to the national United 
Way group. Additionally, the organization is limited by aging donors and needs 
to bring in a younger donor base. The organization currently lacks successful 

9 
 communication skills to connect with younger audiences. United Way of Lane 
County’s website is not optimized for mobile phones which limits media 
connection and community access.  
Opportunities 
● UWLC could partner with or receive endorsements from well-known 
organizations, such as the YMCA, to strengthen its familiarity and awareness in 
Lane County. UWLC’s rebranding process leads to new possibilities with 
potential new donors, volunteers and advocates. The organization typically 
communicates with older residents for donations, middle aged families for 
advocates and young millennials for volunteer opportunities. UWLC has the 
opportunity to share its ideals and values with millennials in order to instill 
personal connections and lifelong supporters at a younger age, especially 
during its current rebranding process. Because UWLC provides resources for 
potential donors, volunteers and advocates, it has the capacity to develop new 
partnerships with other local organizations. 
● In the past, UWLC has led a Day of Caring event that includes over 9,000 
volunteers. It’s currently making efforts to coordinate with external resources 
such as the University of Oregon as to when it should best be offered to college 
students. Other small opportunities such as assembling dental kits for children 
and families was also offered to university students. 
Threats 
● UWLC competes with other individual nonprofit organizations within the Lane 
County area that state their missions in clear, understandable ways. UWLC risks 
potential connections, donations and volunteer hours due to a lack of 
understanding from its target audience. Other local nonprofits also benefit from 
sharing videos representing its mission and values in a clear, effective way. As 
the liaison between partners and donors, UWLC unintentionally overlooks the 
gap between their relationship.  

10 
 Communications Audit 
UWLC found that donors are most encouraged to donate because they see impact in 
the community while volunteers feel encouraged to participate after seeing or hearing 
about an event. Both stakeholder groups, however, said they were most inspired to 
participate through workplace campaigns. This research allows for UWLC to better 
understand where it should focus its communication efforts. UWLC also found that it is 
falling short regarding communication with these groups. Several respondents said 
they would like more communication from UWLC throughout the year instead of only 
the time of year for the workplace campaign.  
 
The website for UWLC is outdated and visually unappealing. The homepage offers little 
information regarding what UWLC is as an organization and how it is helping the 
community. An interested donor who would like to learn more about UWLC would 
have to visit the “mission” or “what we do” tabs on the website. Finding information 
on the site should be easier and available on the home page. The lack of easily 
accessible information about the organization could deter someone from getting 
involved.  
 
UWLC sends out at least three direct mail solicitations each year. These go to donors 
who already have a relationship with UWLC. UWLC also communicates with its 
stakeholders through email communications. The organization sends out a monthly 
email to the 2,318 contacts that have opted in and of those contacts 20% open the 
email and 4% click through.  
 
UWLC uses social media as a way of communicating with stakeholders. Its Instagram 
account has 158 followers and posts infrequently; approximately every three weeks. 
UWLC uses Instagram to share photos of volunteers working on projects and inform 
the community about upcoming opportunities to get involved. It makes use of relevant 
hashtags like #UnitedWayLane #LaneCountyCares and #DayOfService and it tags local 
businesses as well.  
 
Twitter is used more frequently and more effectively than Instagram. UWLC’s Twitter 
shares similar content to its Instagram but also shares news articles that support its 
three strategic priorities of education, income and health.  
 
 

11 
UWLC’s Facebook page receives more interaction than its Instagram. Based on these 
numbers Facebook is the best platform for UWLC to reach stakeholders and share 
relevant information. UWLC’s Facebook and Twitter follows a content marketing 
strategy where it shares content through social media that does not explicitly promote 
the organization but stimulates interest in its strategic priorities and the organizations it 
supports.  

12 
 Problem or Opportunity Statement 
United Way of Lane County needs public relations efforts because it has an aging 
donor base and needs to recruit a younger demographic of donors, volunteers and 
advocates. Through our public relations plan, we hope to establish a strong connection 
between college students and United Way as an organization in hopes of creating a 
network of lifelong advocates. The stakeholders that they currently have are still a vital 
demographic to focus on in order to maintain these community partnerships. 

13 
 Profile of Key Publics 
College Students 
The University of Oregon is home to 23,634 students with the median age of enrolled 
students being 21. According to the Bureau of Labor Statistics, an average college 
student has 4 hours of leisure and free time on an average weekday. By comparison, 
on an average weekday, a college student spends 3.5 hours on educational activities.22 
On top of this, 4 out of 5 college students work part-time jobs while attending school.23 
This indicates that most college students have relatively little free time, however 
volunteering amongst college students has been on the rise in recent years.24 College 
students are also twice as likely to volunteer as individuals of the same age who are not 
enrolled in an institution of higher education.25 On top of this, students from the 
University of Oregon come from wealthier families in comparison to all other higher 
learning institutes in Lane County. ​The median family income of a student from 
University of Oregon is $126,400, and 56% come from the top 20 percent.26 By 
comparison, the median family income of a student from Lane Community College is 
$52,500, and 12% come from the top 20 percent.27 This means that a secondary 
advocacy base could be reached by establishing a connection with University of 
Oregon students. If trust is built between UWLC and University of Oregon students, 
this trust could extend to the parents of these students and they could be subsequently 
inspired to donate, volunteer, or do both. ​College students would be an important key 
audience for United Way of Lane County, and would provide a great resource for 
volunteers, small individual donations, and even donations from parents.  

Meet Samantha 
Age​:​ ​21 

22
​Charts by Topic: Students. (n.d.). Retrieved November 28, 2017, from 
https://www.bls.gov/tus/charts/students.htm 
23
​Kingkade, T. (2013, August 07). Most College Students Work Part-Time Jobs, But Few Pay Their Way 
Through School: Poll. Retrieved November 28, 2017, from 
https://www.huffingtonpost.com/2013/08/07/college-students-jobs_n_3720688.html 
24
​Dote, L., Cramer, K., Dietz, N., & Grimm, R. (2006). College Students Helping America. ​Corporation for 
National & Community Service​. doi:10.1037/e404532008-001 
25
​Dote, L., Cramer, K., Dietz, N., & Grimm, R. (2006). College Students Helping America. ​Corporation for 
National & Community Service​. doi:10.1037/e404532008-001
26
​Economic diversity and student outcomes at University of Oregon. (2017, January 18). Retrieved 
December 03, 2017, from 
https://www.nytimes.com/interactive/projects/college-mobility/university-of-oregon 
27
​Economic diversity and student outcomes at Lane C.C. (2017, January 18). Retrieved December 03, 
2017, from https://www.nytimes.com/interactive/projects/college-mobility/lane-community-college 
14 
Occupation​: Student 
Family​: Lives with two roommates 
Location​: Eugene, Oregon 
 
Samantha is a junior at the University of Oregon with a busy schedule. Samantha 
balances 15 credits and an internship with a local nonprofit agency. As a major in 
Economic Studies, her community and the environment are very important to her. 

Lifestyle 
Samantha and most of the people she knows identify as Connected Bohemians. 
Connected Bohemians are “​a collection of mobile urbanites [that] represent the 
nation's most liberal lifestyles. Its residents are a progressive mix of tech savvy, young 
singles, couples, and families ranging from students to professionals. In their funky row 
houses and apartments, Bohemian Mixers are the early adopters who are quick to 
check out the latest movie, nightclub, laptop, and microbrew.”28 Additionally, 
Samantha attends classes on campus four days a week and works at her internship 
between five and 10 hours each week. On the weekends she typically hangs out at 
home and uses streaming services like Netflix and Hulu. On some weekends she goes 
out to bars with her friends. She shares a house near campus with two other female 
roommates of the same age. 

Psychographics: Values & Beliefs 

● Environment​: As an environmental studies major, Samantha is motivated by 
causes that help support and revitalize the environment. She does her best to 
reduce her own carbon footprint by recycling. 
● Busy, but driven​:​ ​Samantha has multiple responsibilities but her inclination 
towards environmental care and community involvement motivate her to get 
involved in a community nonprofit group. Ideally this involvement would fit in 
nicely with her class schedule and internship without compromising the integrity 
of her work in either facet. If she knew about the multitude of volunteer activities 
UWLC offers, she would be excited to help or donate in small denominations. 
She also knows that volunteering is a resume-booster and might improve her 
chances of getting a job post-graduation.  

Awareness, Expectations and Perceptions 

28
​Segment Details. (n.d.). Retrieved November 12, 2017, from 
https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=30&menuOption=segment
details&pageName=Segment%DEtails 
15 
 ● Samantha knows that there are many social and environmental awareness and 
advocacy groups in Eugene and would like to get involved in some way. 
● She is unaware of United Way and what it does as an organization, but she 
would likely volunteer if the opportunity arose. 
● She expects a transparent nonprofit that would offer her the opportunity to 
benefit her community.  

Motivations 
● Environment​: One of Samantha’s main concerns is the environment, so 
Samantha is excited by programs that she feels help the environment. 
● Social Causes​:​ ​Samantha is also concerned about social issues, especially 
homelessness, education and hunger, so she would be interested in 
volunteering for organizations (such as UWLC) that help with these issues. 
● Resume Building​:​ ​With graduation looming, Samantha is concerned with work 
that helps her build her resume in meaningful ways. She is highly motivated to 
volunteer for organizations that would help her receive field experience as well 
as get a job after she graduates.
 
Preferred Channels 
● Internet & Social Media​:​ ​Samantha spends a portion of her free time on the 
internet via either her laptop or iPhone. Most of her news sources are reputable 
articles shared on Facebook or Twitter (i.e., the New York Times, the Huffington 
Post, and the Washington Post.) She typically checks her email on a daily basis. 
○ Streaming Services​: Samantha will occasionally watch traditional 
television, but mostly prefers online streaming services like Netflix, Hulu 
or Amazon. The primary time she views any ads is when she has to watch 
them before she streams a video. The ads sometimes annoy her, but also 
make her aware of certain services and products, and are especially 
memorable if the ads are repetitive when she is steaming videos for a 
long period of time.  
○ Friend Involvement​: Samantha likes to get involved with new programs 
and meet new people, and frequently listens to recommendations made 
by friends. She has an active social life and enjoys spending time with her 
friends at home, out at restaurants or bars, studying together, or at club 
meetings or campus events.  

16 
   

17 
Retired Stakeholders
Approximately 85,894 residents aged 60+ years old live in Lane County.29 Retired 
stakeholders is an important audience for United Way of Lane County because they 
serve as its key donor public. The generation aged 50-70 years is known as “Baby 
Boomers,” which roughly encapsulates 26 percent of the total U.S. population.30 The 
highest level of education among Baby Boomers ranges between high school diploma 
and some college.  

Meet Ruth 
Age​: 65 
Occupation​: Retired 
Family​: Lives with 68 year old husband and has one daughter and three grandchildren 
Location​: Florence, Oregon 
 
Ruth retired five years ago. Prior to retirement, Ruth was a Kindergarten teacher at 
Siuslaw Elementary School for 35 years. Naturally, she is extremely passionate about 
preparing children for future success. Ruth was born and raised in the Pacific Northwest 
and lives along the coast of Florence. She enjoys attending church every Sunday, 
taking care of her two cats and welcoming her daughter and grandchildren for monthly 
visits. Now that she is retired, Ruth makes an effort to stay active in her local Rotary 
Club and is curious about other opportunities to stay involved in the community. As a 
loyal donor, Ruth donates $1,800 each year to UWLC to specifically support children’s 
leadership development in the Boys and Girls Club of Western Lane County. Therefore, 
Ruth generally knows where her donations directly help upstream solutions. 

Lifestyle 
Ruth’s generation is commonly referred to as “Baby Boomers.” They tend to be narrow 
minded and stubborn, as 80 percent of Baby Boomers are dissatisfied with the overall 
direction of the country.31 They’re finding it difficult to accept that the world is 
becoming overly dependent on digital technology and less focused on personal 
interaction. If anything, they use cell phones strictly for basic calling functions and not 
as a primary mode of communication. Rather, they prefer traditional methods of 

29
​Lane County, Oregon Data. (n/d.) Retrieved November 13, 2017 from 
https://datausa.io/profile/geo/lane-county-or/ 
30
​Baby boomers approach 65- glumly. (10 November 2010). Retrieved on November 12, 2017 from 
http://www.pewsocialtrends.org/2010/12/20/baby-boomers-approach-65-glumly/
31
​Baby boomers approach 65- glumly. (10 November 2010). Retrieved on November 12, 2017 from 
http://www.pewsocialtrends.org/2010/12/20/baby-boomers-approach-65-glumly/ 
18 
communication such as direct mail, phone calls, media via newspapers or television, 
door-knocking, etc.32 

Psychographics: Values & Beliefs 

● Community Involvement​: Ruth has a lot of time on her hands since becoming a 
retired woman. When available and willing, she likes to devote her time visiting 
her students and faculty at Siuslaw Elementary School, attending Rotary Club 
meetings, cleaning her coastal backyard of litter on long walks and watching her 
husband compete at golf tournaments. 
● Church​: Ruth grew up as a Roman Catholic. She attends to mass each Sunday 
and devoutly says her rosary every night before bed. She is very devout and 
supports her church with weekly donations and believes in strong family values.  

Awareness, Expectations and Perceptions 

● Ruth is very aware of UWLC and how it impacts the community she lives in 
through her continual support and receivings.  
● Ruth expects a nonprofit organization that exemplifies her values and 
appreciates her contributions. 
● Ruth trusts UWLC. She is happy to donate to an organization that aligns with her 
values and supports local nonprofits consequently. 

Motivations 
● Family​: Ruth’s family is her number one priority in life. Ruth financially assists her 
daughter in the raising of her three grandchildren. Ruth inspires her 
grandchildren on potential volunteer opportunities to fulfill their school 
volunteer requirements. This family dynamic also establishes an ongoing UWLC 
relationship at an early age. 
● Health​: As Ruth gets older, she is concerned about her overall health. Luckily, 
she is not facing it alone with her supportive husband by her side, but she still 
worries about the possibility of not receiving health care and guidance.  
● Social Causes​: Ruth is very concerned about the country’s future generations, so 
she willingly donates a portion of her money to organizations that help 
educational institutions, churches and local charities. 

Preferred Channels 

32
​Baby boomers approach 65- glumly. (10 November 2010). Retrieved on November 12, 2017 from 
http://www.pewsocialtrends.org/2010/12/20/baby-boomers-approach-65-glumly/
19 
 ● Traditional Ads​: Ruth reads and collects the newspaper on a daily basis. She 
specifically identifies ads during the holiday season when all the sales begin. 
○ Newsletter​: As a loyal donor, Ruth regularly receives direct mail such as 
fliers, newsletters and appeal letters from the UWLC. Then she posts 
them on her fridge to remind her to donate and possibly get more 
involved.  
● Television and Media​: Every night, Ruth and her husband watch the 6 o’clock 
news. This is one of Ruth’s main areas of influence in terms of attitude and 
behavior.  
○ Radio Rebel​: Ruth always has the radio constantly playing in the 
background of her home. She tunes into classical country music stations 
in order to listen to her favorite bands, stay up to date on local news and 
take note of any nearby community events.33 

33
​Segment Details. (n.d.). Retrieved November 12, 2017, from 
https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=37&id1=CLA.PZP&id2=58 
20 
 Goal Statement 
For United Way of Lane County to be easily recognized and understood as a good 
investment of time and money for helping kids succeed in school and in life.  

21 
 Objectives 
College Students 
 
Objective 1​:​ To have an effect on action, specifically to create a UWLC University of 
Oregon chapter by June 2019.  
 
● Strategy 1​:​ In order to accomplish this objective, we recommend a community 
relations strategy focused on building initial interest in organizing a student 
UWLC through existing student organizations. Students already engaged and 
involved on campus would be more likely to share UWLC’s interest in solving 
community problems. 
 
○ Tactic 1​:​ Build a targeted list of relevant student organizations (at least 25 
groups) that include contact information and organization’s mission. 
 
○ Tactic 2​:​ Develop outreach material for student group. 
 
■ Sub-tactic 1​: Email “pitch,” simple brochure or flyer with 
information, digital screen graphic (Allen Hall, EMU, Lillis Complex, 
Lawrence Hall), slide deck. 
 
○ Tactic 3​: Reach out and schedule classroom presentations. 
 
■ Sub-tactic 1​: Present at classroom settings and student group club 
meetings to draw interest from college students (i.e. PRSSA, Allen 
Hall PR, Ad Society, Business Fraternity, Women in Business, etc.). 
 
○ Tactic 4​: Have an elected social media team within the UWLC Student 
group that creates social media content that appeals to college students 
in addition to other younger audiences. 
 
[The following objectives should be completed after the implementation of Objective 
1.]  
 
Objective 2​:​ To have an effect on action, specifically to get University of Oregon 
students involved with UWLC through volunteering in the 2019 year.  

22 
 
● Strategy 1​:​ In order to accomplish the objective, we recommend a community 
relations strategy focused on implementing a University of Oregon Day of 
Caring. 
 
○ Tactic 1​:​ Continue ASUO partnerships through the UWLC UO club 
leaders to organize and promote the UO Day of Caring event on campus. 
 
■ Sub-tactic 1​: Create an email-blast template. 
 
○ Tactic 2​:​ Organize tabling opportunities at the EMU Atrium during 
increased traffic hours between 11-3pm. 
 
■ Sub-tactic 1​: Provide a food and contest incentive. 
 
■ Sub-tactic 2​: Require a sign-up sheet for contact info (name, 
number, email, interest). 
 
■ Subtactic 3​: Pass out fliers and stickers promoting the Day of 
Caring volunteer event.  
 
● ​Strategy 2​: ​To accomplish the objective, we recommend a social media strategy 
focused on promoting UWLC’s local volunteer opportunities and partnership 
outcomes, which will allows us to communicate with students and increase 
brand visibility.  
 
○ Tactic 1​: Partner with a high-profile student athlete to create promotional 
material for social media. 
 
■ Sub-tactic 1​: Create an editorial calendar to be posted over time 
on various social media platforms that show the student athlete 
working with UWLC. 
 
■ Sub-tactic 2​: Ask the student athlete to post content to their own 
channels and share the content on UWLC accounts. 
 
○ Tactic 2​: Initiate to the UO UWLC student club to invite college students 
to the Day of Caring event page. 

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 ■ Sub-tactic 1​: Make an event on UWLC’s Facebook page. 
 
○ Tactic 2​: Create a specific hashtag. 
 
■ Sub-tactic 1​: #DuckDayOfCaring #UnitedWayOfLaneCounty 
#UnitedWayDuckWay 
 
Objective 3​: To generate action among college students by fundraising money for 
UWLC programs; specifically to raise $5,000 in one year.  
 
● Strategy 1​: In order to accomplish the objective, we recommend a community 
relations strategy partnering with local restaurants to donate a portion of the 
proceeds to UWLC. 
 
○ Tactic 1​: Reach out to local restaurants that have high student traffic.  
 
■ Sub-tactic 1​: Chipotle, Track Town Pizza and Yogurt Extreme are a 
few examples that have worked with student groups to fundraise in 
the past. They all donate between 20% to 50% of a night’s 
proceeds to an organization. 
 
● Strategy 2​: In order to accomplish the objective, we recommend a community 
relations strategy that puts a face to UWLC programs; specifically preschool 
promise.  
 
○ Tactic 1​: Create a slide deck that showcases a local family that benefits 
from donations to UWLC’s Preschool Promise program. 
 
■ Sub-tactic 1​:​ ​Present to student groups and ask for donations 
through venmo or coin-drive. Leave behind an informational flier or 
FAQ sheet along with the coin jar so that members understand 
UWLC’s mission. 
 
■ Sub-tactic 2​:​ Include a mobile friendly link on all social media 
channels for interested parties to donate directly to UWLC.  
 
 
 
 
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Retired Stakeholders 
 
Objective 4​: ​To have an effect on awareness; specifically to generate awareness 
about UWLC’s new strategic focus among 75% of retired stakeholders by June 2019.

● Strategy 1​: To accomplish the objective, we recommend a community relations 

strategy continuing workplace giving to keep and create connections with 
potential donors before they decide to retire. 
 
○ Tactic 1​: Make an effort to reach out to workplace givers beyond the 
duration of the campaign. 
 
■ Sub-tactic 1​: Send monthly email blasts to donors and workplace 
givers about where their money is distributed and about current 
UWLC outcomes and achievements. 
 
■ Sub-tactic 2​: Arrange a personal meet-and-greet between 
workplace and UWLC representatives. 
 
● Strategy 2​: In order to accomplish this objective, we recommend a community 
relations strategy; specifically to hold monthly meetings with Lane County 
communities outside of Eugene to update them on UWLC projects and 
upcoming opportunities. 
 
○ Tactic 1​: ​Spread the word about these community meetings through 
email blasts and print materials mailed to stakeholders. 
 
○ Tactic 2​: Use these meetings as opportunities to update retired 
stakeholders on UWLC and hear about best practices for fundraising and 
creating awareness in different communities.  
 
■ Sub-tactic 1​: This would be a great opportunity to create small 
dental kits, while everyone is at one location. 

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 Evaluation 
College Students 

Objective 1​:​ To have an effect on action, specifically to create a UWLC University of 
Oregon chapter by June 2019. 
 
Criteria​:​ To create a UWLC University of Oregon chapter with at least 25 students by 
June 2019. 
 
Tools​:​ Conduct headcounts of participating students at each meeting of the UWLC 
student chapter.  
 
Objective 2​:​ To have an effect on action, specifically to get University of Oregon 
students involved with UWLC through volunteering in the 2019 year.  
 
Criteria​:​ To increase volunteer hours from University of Oregon students by 100 hours 
by June 2019. 
 
Tools​:​ Create volunteer sign-in sheets at all volunteer opportunities to identify 
participants from the University of Oregon.  
 
Objective 3​: To generate action among college students by fundraising money for 
UWLC programs; specifically to raise $5,000 in one year.  
 
Criteria​: To fundraise $5,000 for UWLC in one year. 
 
Tools​: Maintain records of donations and monitor increases. 
 
Retired Stakeholders 
 
Objective 4​: ​To have an effect on awareness; specifically to generate awareness 
about UWLC’s new strategic focus among 75% of retired stakeholders by June 2019. 
 

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Criteria​:​ To generate awareness about UWLC’s new strategic focus among 75% of 
retired stakeholders by June 2019.  
 
Tools​: ​Conduct a survey among retired stakeholders to determine the level of 
awareness. 

27 
 Budget & Timeline 

28 
 

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