Poster Title

See the Light: Developing a Public Relations Campaign for the Lighthouse Mission

Research Mentor(s)

Jennifer Keller

Affiliated Department

Journalism

Sort Order

42

Start Date

15-5-2015 10:00 AM

End Date

15-5-2015 2:00 PM

Document Type

Event

Abstract

The Lighthouse Mission Ministries is a nonprofit organization in Bellingham, Washington, that provides support for homeless residents, domestic violence survivors and recovering addicts. The Lighthouse Mission is the only walk-in shelter between Everett, Washington and Vancouver, British Columbia and runs entirely on private donations.

The Mission asked Retina PR to create a campaign plan to increase donations and maintain donor retention. Retina PR surveyed 100 Bellingham residents through a convenience survey in order to analyze local donating habits and perceptions of homelessness. A majority of respondents had heard of the Lighthouse Mission, however, only a small amount of those respondents had donated. Retina PR also learned that people in Bellingham believe homelessness is a prominent issue. In addition, Retina learned people would be more inclined to donate to an organization if they understood where their money was going and received a report detailing allocated funds. This campaign aims to address these findings.

Rights

Copying of this document in whole or in part is allowable only for scholarly purposes. It is understood, however, that any copying or publication of this documentation for commercial purposes, or for financial gain, shall not be allowed without the author's written permission.

Language

English

Format

application/pdf

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May 15th, 10:00 AM May 15th, 2:00 PM

See the Light: Developing a Public Relations Campaign for the Lighthouse Mission

Journalism

The Lighthouse Mission Ministries is a nonprofit organization in Bellingham, Washington, that provides support for homeless residents, domestic violence survivors and recovering addicts. The Lighthouse Mission is the only walk-in shelter between Everett, Washington and Vancouver, British Columbia and runs entirely on private donations.

The Mission asked Retina PR to create a campaign plan to increase donations and maintain donor retention. Retina PR surveyed 100 Bellingham residents through a convenience survey in order to analyze local donating habits and perceptions of homelessness. A majority of respondents had heard of the Lighthouse Mission, however, only a small amount of those respondents had donated. Retina PR also learned that people in Bellingham believe homelessness is a prominent issue. In addition, Retina learned people would be more inclined to donate to an organization if they understood where their money was going and received a report detailing allocated funds. This campaign aims to address these findings.