See the Light: Developing a Public Relations Campaign for the Lighthouse Mission
Research Mentor(s)
Keller, Jennifer
Description
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.
Document Type
Event
Start Date
15-5-2015 10:00 AM
End Date
15-5-2015 2:00 PM
Department
Journalism
Genre/Form
student projects; posters
Subjects – Topical (LCSH)
Shelters for the homeless--Washington (State)--Bellingham; Social service--Washington (State)--Bellingham; Advertising campaigns----Washington (State)--Bellingham
Geographic Coverage
Bellingham (Wash.)
Type
Image
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
See the Light: Developing a Public Relations Campaign for the Lighthouse Mission
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.