Client: Camp Kesem  

Prepared for Deirdre Frontczak, Managing Director  

Prepared by Henry Godfrey, Chris Maguire, Jacob Penn, Griffin Keller, Qiyu Li 
March 13th, 2019 
Proposal Number: 2876-179 

 
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Kesem​ Consultants 

 
500 El Camino Real, Santa Clara CA 95050  
(925) 786-5206 
 
February 4, 2019 
 
Liana Viselli 
Director at Santa Clara 
Kesem 
10586 West Pico Boulevard #196 
Los Angeles, CA 90064 
 
Dear Ms. Viselli: 
 
First off, Kesem Consultants would like to thank you for giving us the privilege to work with you 
and Camp Kesem. Attached to this letter, Kesem Consultants have provided you with our 
proposal on improving awareness and outreach for the upcoming Camp Kesem Fundraising 
event, Make the Magic, while further improving the network of people involved in Kesem.  
 
Through our communication with you and our connection with Kesem members in our 
community, we have a clear understanding of what Kesem needs to continue to serve and 
impact people across the nation. As a result, Kesem Consultants created a proposal that we 
believe will significantly increase your overall success.  
 
Kesem Consultants is honored and elated to contribute to your supportive, empowering, and 
innovative organization in any way possible. We thank you for this opportunity and we look 
forward to making an impact with Camp Kesem. 
 
Sincerely,  
 
Griffin Keller 
Chris Maguire 
Qiyu Li 
Henry Godfrey 
Jacob Penn 
 
 
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TABLE OF CONTENTS 
 
EXECUTIVE SUMMARY………………………………………………………………………………………………………..3 
 
INTRO TO PROBLEM/NEED………………………………………………………………………………………………...4 
 
PROJECT RATIONALE………………………………………………………………………………………………………….7 
 
DELIVERABLES……………………………………………………………………………………………………………………..8 
 
COST 
ANALYSIS……………………………………………………………………………………………………………………9 
 
DELIVERY 
SCHEDULE……………………………………………………………………………………………..………….10 
 
SUCCESS METRICS……………………………………………………………………………………………………….…….11 
 
DISCUSSION…………………………………………………………………………..…………………………………………...12 
 
OUR 
STAFF…………………………………………………………………………………………………………………………..16 
 
APPENDIX 
A………………………………………………………………………………………………………………………...18 
 
APPENDIX B…………………………………………………………………………………………………………..…………..23 
 
APPENDIX C…………………………………………………………………………………………………………..…………..25 
 
 
 
 
 
 
 
 
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EXECUTIVE SUMMARY 
 
Challenge Addressed 
Kesem is a nationwide non-profit organization that focuses on helping children through 
and beyond their parents cancer. This organization solely relies on charitable givings in 
order to sustain operations. Kesem struggles to reach their annual goal of ​eighty-five 
thousand dollars​ due to a lack of networks to tap into. The majority of donations come 
from Kesem volunteer alumni and family members directly or indirectly connected to 
the organization who have participated. This market is tapped each year as the camp’s 
main income source. However, additional networks need to be created in order for 
Kesem to have a more secure funding source to support their longevity. 
 
Consultancy Team 
Kesem Consultants is a skilled, highly dynamic team made up of five Santa Clara 
Leavey School of Business students. Each member brings a different background with 
a unique perspective, allowing us to be well-rounded and able to address different and 
unique challenges. Solutions are prepared for clients through thoughtful research, 
communication, diligence, and tapping into our vast resources. Santa Clara University 
provides an extensive network ideal for outreach and fundraising events. Specific 
resources utilized are the alumni base, the Miller Center, on campus professors and the 
Santa Clara student body.  
 
Proposed Solution 
Our proposed project will focus on improving awareness and outreach for the 
upcoming Camp Kesem Fundraising event, Make the Magic, while further improving the 
network of people involved in Kesem. Our primary method for achieving this is an event 
run in collaboration with Kesem Director, Liana Viselli, which will focus on improving the 
awareness of the event while also providing a fundraising outlet for Kesem to further 
utilize.  
 
This event will be an outdoor barbeque, opened to all members of the Santa Clara 
Community, that will generate ticket sales for Kesem’s upcoming event. The goal is to 
sell 10% of total ticket capacity while also raising brand awareness for Camp Kesem. 
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Kesem Consulting will market our event by reaching out to local businesses and 
organizations, utilizing contacts through the Miller Center and running a social media 
campaign.   
 
INTRODUCTION TO THE PROBLEM 
 
Camp Kesem Overview 
 
Camp Kesem is a flagship program of Kesem which operates free summer camps for 
children who have been impacted by 
a parent's cancer. Kesem is a 
nationwide community, driven by 
passionate college student leaders, 
that supports children through and 
beyond their parent's cancer. 
Founded at Stanford University in 
2000, Camp Kesem has since 
expanded to 116 chapters in 42 states 
across the country. 
 
Cancer’s Psychological Impact 
on Children 
 
Numerous studies suggest children 
whose parents have been diagnosed 
with cancer have a much higher risk 
of suffering from emotional and behavioral problems than those not affected. Cancer 
can be traumatic, not just the for patient, but also for those closest to him/her. The 
intense treatment can disrupt children’s daily routines, cause financial distress, distract 
parents from the children’s obligations, and be very stressful. These disruptions also 
hurt preschoolers sleep schedules, and lead to post-traumatic stress disorder in 
adolescents.  
 
Children who have parents with cancer also often undergo a role change within a 
family. They may be asked to take on more responsibility such as cooking and 
cleaning, which subsequently distracts them from a fulfilling social life, school, and 
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extracurriculars. Studies also show that children are negatively affected by the stress 
parents with cancer undergo by observing their coping mechanisms and learn to mimic 
them later on. Boys in particular, externalize much of this stress which may damage 
their other relationships (Shah & Armalay).  
 
The Need  
 
There are over 5 million children impacted by a parent’s cancer, meaning that Camp 
Kesem must continue to expand. As the largest national organization dedicated to this 
specific population, Kesem creates a community of children with similar experiences, 
and a safe and welcoming environment to have fun and rediscover their childhood. 
Camp Kesem can truly be a life-altering event for these children. 
 
Beyond creating a community 
of children, Kesem also draws 
from the best and brightest 
minds of each chapter’s college 
community to act as camp 
counselors. About 80% of the 
counselors brought on have 
also been affected by cancer 
making them empathetic and 
relatable role models for the 
children. They also go through 
extensive training, where they 
learn how to create an 
environment where the 
campers feel safe, loved, and 
respected. 
 
   
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Organizational Needs 
 
At the Santa Clara chapter, volunteers were struggling to reach an audience outside of 
just their friends and family. While they have worked with organizations such as the San 
Jose Rotary Club, their network of donors and volunteers were still low.  
 
With their biggest fundraising event of the year coming up, ​Make the Magic​, Kesem 
Consultants saw an opportunity to help raise awareness for the event while also 
providing a fundraising platform to help reach their year end fundraising goal of 
$85,000. By doing this we hope to reach a whole new audience for Kesem to network 
with, raise money for the organization, and increase ticket sales.  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Figure:​ As seen in this graph, the attendance at Camp Kesem and the overall people 
helped by this organization is increasing exponentially. By the end of 2019, the goal is 
to impact over 10,000 children nationwide 
 
   
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PROJECT RATIONALE 
 
Proposed Course of Action: 
After meeting with Leana, the Camp Kesem representative, we decided that raising 
awareness for the Make the Magic event in April was the best way to help the 
organization and the greatest need they had. In order to meet this need, we decided 
on three deliverables. The first is to hold a barbecue event on February 21st to give 
away food and flyers with information on how to buy tickets to Make the Magic. The 
second deliverable is the physical flyer or brochure itself, which will be available in a 
digital and physical copy. The third deliverable is making a Facebook event page that 
details the barbecue, and contains useful information and attendance list for the event.  
 
Barbecue:​ The barbeque will allow for people to talk with Camp Kesem workers and 
gain a more personal perspective than other mediums of communication. It will also be 
one of the most effective ways to generate ticket sales for Make the Magic.  
Poster:​ The brochure will spread awareness to large audience about Camp Kesem. 
This segment of our strategy is great at targeting a wide group at little cost.  
Facebook Page:​ The Facebook page will best allow us to reach our Santa Clara 
network as this is a major social media platform used by our peers. Furthermore, it will 
be quite useful in generating noise to increase attendance for our outreach event.  
 
Potential Risks/Difficulties: 
Furthermore, the website for participants to buy tickets is still not working, and our main 
contact at Camp Kesem does not know which date specifically it will be running. 
However, we are hopeful it will go live in the near future. Another risk is the house 
originally scheduled to host our outreach event backing out. It will be difficult to find 
another location for free to do it. This could negatively impact the money raised for 
Make the Magic. Another risk that we must do our best to mitigate is the potential for 
students to sneak alcohol into our dry event, as this is not allowed for the scope of the 
project. One last difficulty is that younger students, particularly freshman, do not use 
Facebook as their main social media platform like older generations. This could make 
spreading awareness about our outreach event much more difficult.  
 
 
 
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DELIVERABLES SUMMARY 
 
DELIVERABLE  DESCRIPTION 
● The barbecue is an event across the street from campus 
offering free Cheese/hamburgers, etc. to all attendees with the 
purpose of raising awareness for the Make the Magic Event.  
● Flyers will be distributed, attendees are highly encouraged to 
Event 
pass on information to their parents and close network.  
● There will be a raffle to win a bookstore item or gift card for 
those who show proof of sending the flyer to a family or friend 
in the area. 
● The poster is a simple flyer that outlines the Make the Magic 
Poster  Event. There will be easy instructions, including a link on the 
digital copy, to buy tickets on the brochure. 
● The Facebook page will outline the event for the barbecue 
that invites over 100 people to enjoy the free food (Camp 
Social Media 
Kesem will front the costs). We will frequently post on the 
Campaign 
Facebook page leading up to the event to remind all invited 
guests of the time and location. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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COST ANALYSIS  

 
*The live music fee and space fee are omitted since they are free. 
 

 
 
 
 
 
 
 
 
 
 
 
 
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DELIVERY SCHEDULE 
 
 
Tuesday, February 12  Launch Facebook page for Camp Kesem 
student Outreach event. 

Friday, February 15  Target potential donors and send email 

with directions for ticket purchases for 
Make the Magic event.  

Sunday, February 17  Receive budget from Camp Kesem for 

student outreach event. 

Tuesday, February 19  Client meeting to plan specific schedule 

of the outreach event. 

Wednesday, February 20  Gather food, cups, plates, swag, and 

drinks student outreach event for Camp 
Kesem. 

Thursday, February 21 5pm-7pm  Outreach Event for Camp Kesem @ 

Yellow House. 

Friday, March 8  Finalize all ticket sales for Make the 

Magic. 

Sunday, March 10  Team meeting for final report and 

evaluation. Cover all ticket sales and 
expenses, prepare presentation, discuss 
any achievements and 
shortcomings/hurdles, recommendations 
for Camp Kesem’s fundraising/marketing 
next year. 

Wednesday, March 13  Deliver final presentation to client. 

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SUCCESS METRICS 
 
 
DELIVERABLE Minimum Goal Most Realistic Goal Reach Goal
● 30 people in ● 55 people in ● 80 people in
Event
attendance attendance attendance
● 1 ticket sale from ● 5 ticket sales ● 10 ticket sales
event from event from event
Ticket Sales
● Each person sells ● Each person ● Each person
1 ticket sells 3 tickets sells 5 tickets
● 200 people ● 800 people
● 50 people invited invited invited
● 20 people ● 100 people ● 250 people
Social Media
respond “going” respond “going” respond “going”
Campaign
● 10 people like ● 35 people like ● 100 people like
post on post on post on
Facebook event Facebook event Facebook event
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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DISCUSSION 
 
Summary 
 
Kesem Consultants successfully held 
an outreach event on behalf of Camp 
Kesem in order to promote awareness 
and informed possible donors how 
they are able to purchase tickets for 
Make the Magic event if they wish. In 
order to promote the event, Kesem 
Consultants made a Facebook page, 
invited all their facebook friends at 
Santa Clara University, as well as texted people individually. The event was held on 
February 21, 2019 in the parking lot of 2 team members’ house: Jacob Penn and Henry 
Godfrey. The event included a barbeque and live music. In order to incentivize more 
students to come, the entire event was made public and free-entry, and included 1 free 
burger. In order to increase awareness beyond just the students in attendance, we held 
a raffle at the event. A person received one ticket for every text they sent to an adult 
who lives in the area, such as a parent, with information about Make the Magic and how 
to purchase a ticket if they want to. Each person on the team had a different 
responsibility during the event. Henry Godfrey and Griffin Keller were in charge of 
managing the raffle we held. Jacob Penn spent his time cooking burgers for everyone 
who visited. Chris Maguire greeted everyone when they arrived to talk to them about 
the event. Qiyu Li kept track of everyone in attendance. Each individual played their 
part in hosting the event.  
 
An excel file of potential professors who would care about this cause was also created 
to target specific individuals. Griffin created a draft, which was reviewed by the rest of 
the team, as a format for us to email professors. 
 
 
 
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DELIVERABLE Results
Event ● 97 people
Professors ● 2 ticket purchases
Reached ● 7 professors contacted
● 238 people invited to
Facebook page
Social Media ● 55 people confirms
Campaign response
● 9 likes on post on
Facebook event
 
Limitations  
 
Information on Camp Kesem 
● During the event, two of the most commonly asked questions were “What is 
Camp Kesem?” and “Why is there free food, what do I have to do to get the free 
food?”. These questions asked by close to 50 people were obstacles to the 
main point of the event: raising awareness and encouraging people to attend 
the Make the Magic Event.  
 
Location and Time of Event 
● Holding the barbecue at 977 Bellomy st was an ideal spot being close to 
campus, but there was a problem with smoke accumulation from the grill. The 
wind gathered the smoke next to the grill and it was uncomfortable to stand next 
to for a prolonged period. Additionally, the time of the event limited our 
opportunity to raise awareness. We could have used more lighting because by 
the time the event was over it was too dark too continue, even cut off a little 
short.  
 
Inviting Bay Area Network & Email Contacts 
● The last limitation to the event was not inviting enough people from the Bay 
Area for the barbecue. This was an important factor because only people who 
had a local network of people (parents and friends) could enter the raffle and 
forward information on Make the Magic for potential ticket sales.  
 
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Implications  
 
Kesem Consulting reflected on our largest takeaways from the project on February 
25th, four days after our BBQ event. 
● Our team found that there was a lot more awareness of non-profit organizations, 
in particular Camp Kesem, than we initially believed was present at Santa Clara. 
We found this because of the overall success of our event in every category 
including attendance and willingness to participate in our raffle. We could also 
tell that the attendance wasn’t solely based on the free food or live music 
because of the amount of questions asked inquiring further about what Kesem 
was about. 
● When it came to actually getting the word out about Camp Kesem’s fundraiser 
event, Make the Magic, we were successful in meeting our goal. At the event 
itself we were able to reach a new part of student body that was never directly 
targeted before. We also were able to contact over 13 new groups of 
parents/family members to tell them about Make the Magic, which was the 
overall goal that we set out to do from the start.   
● In addition to getting the word out, we actually also saw confirmed ticket sales 
based on reaching out to professors at Santa Clara. As of right now we have two 
confirmed tickets bought to Make the Magic, which makes the money that Camp 
Kesem gave to us for the event worth while. Although we won’t know the total 
ticket sales caused by our event and advertising, we know that we reached our 
goal of making our project profitable for Camp Kesem. 
 
Recommendations 
 
Overall Communication 
 
● Although we had several meetings with the Santa Clara Director of Camp 
Kesem, and Jacob Penn is a volunteer for Camp Kesem, our communication with 
the organization could have improved. Specifically, there were several 
uncertainties regarding the actual event, Make the Magic. These uncertainties 
included ticket sales and where to purchase them. 
 
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Balance of Tasks 
 
● As a group we were incredibly excited about our outreach, barbecue event. In 
result, we happened to assign a key component of our project to a later date . 
Along with the barbecue, another way to raise awareness and to provide ticket 
sales to Make the Magic included sending emails to professors or anyone the 
group thought would be of interest in attending the event. Although, we did 
send emails to people of possible interest, it would have been more beneficial 
for the group to balance our tasks and send the emails simultaneously with the 
outreach event. If we did do this, we would then be able to give our people of 
interest plenty of time to respond and give ourselves a better understanding of 
the impact we had. 
 
Direction of Focus 
 
● While we believe we executed the proposed tasks, Kesem Consultants could 
have put more emphasis on ticket sales to Make the Magic. The barbecue and 
the social media campaign not only informed, but also raised awareness for 
Camp Kesem. However, actual ticket sales to Make the Magic should have been 
equally important as raising awareness to the organization itself. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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OUR STAFF 
 
Chris Maguire 
Chris Maguire is a third year finance major. Taking on the role as 
team leader, he has developed past leadership skills serving as a 
member on the executive board for his fraternity, as well as 
participating in a nine month leadership program at Santa Clara 
University Global Fellows. He spent the previous summer 
working for Franklin Templeton Investments in Hyderabad, India, 
and worked for a boutique wealth management firm before that. 
He also has experience in fundraising and outreach from his time 
spent working at the call center for Santa Clara University. 
 
 
Henry Godfrey 
Henry is a third year Finance and French major in the Leavey 
School of Business. He recently returned from a semester 
abroad in Paris, France where he studied French language & 
culture, entrepreneurship, and international management. Henry 
was elected on the finance branch of the student government 
organization on campus for his first two years, and enjoys 
playing club lacrosse for Santa Clara. On this project, Henry is 
focusing on graphic design and marketing for Kesem 
Consultants.  
 
 
Jacob Penn 
Jacob is a third year Operations Management Information 
Systems major in the Leavey School of Business at Santa Clara 
University. This upcoming summer Jacob plans to work for a 
Bay Area tech company in their IT department, focussing on 
data analytics. Over the past year at Santa Clara, Jacob has 
volunteered for Camp Kesem as a volunteer coordinator, 
where he has gained experience leading volunteers to reach 
fundraising and organization wide goals.   
 
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Kesem​ Consultants 
 
 
Griffin Keller 
Griffin Keller is a third year Marketing major in the Leavey School of 
Business at Santa Clara University. Griffin has developed beneficial 
communication, organization, and academic skills through his 
experience as a student and former athlete at SCU. This upcoming 
summer Griffin plans to work for Gunn Jerkens Marketing & 
Advertising Agency as an intern. Griffin is responsible for the writing 
segment of this project which includes formatting and editing. 
 

 
Qiyu Li 
Qiyu Li is a second year Marketing major at Santa Clara University. 
Under the Santa Clara curriculum, he is trained on calculating costs 
and returns. Qiyu Li also has worked for mobile entertainment 
companies on marketing orientated positions. Qiyu is both fluent on 
English and Chinese, able to meet demands for international 
communications. He is responsible for the cost analysis of this project.  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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APPENDIX (A) 

 
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APPENDIX (B) 
 
Facebook Page: 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Digital Flyer: 
 
 
 
 
 
 
 
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Email to Professor: 
 

 
 
 
 
 
 
   
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APPENDIX (C) 
 
Works Cited 
 
 
“Home.” Camp Kesem. N.p., n.d. Web. 
https://campkesem.org/ 
 
SHAH, BINAY K., and JEFFERY ARMALY. “Impact of Parental Cancer on Children.” ​Anticancer 
Research,​ 1 Aug. 2017, ar.iiarjournals.org/content/37/8/4025.full. 
http://ar.iiarjournals.org/content/37/8/4025.full