8. 8
Our Client
Boone Hospital Foundation is a non-profit hospital
foundation tied to the award-winning Boone Hospital
Center in Columbia, Mo.
Boone Hospital Foundation is funded completely
by donations. In order to continue to serve the
community at a high level, the Foundation needs
us to help them raise awareness, and, through that,
funds.
Our Research
Through a combination of surveys and interviews,
we found that Boone Hospital Foundation’s services
touch the lives of a wide range of people. Boone
Hospital Center patients of all ages, patients’ families
and friends, hospital employees and community
members all benefit from what the Foundation
provides.
Existing research data also showed us that donations
to nonprofits are on the rise, and that, in terms of
average annual donations, people between 35-44
are the second largest donor base behind Baby
Boomers, who the Foundation already does a good
job of reaching.
Our Mission
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9. 9
Our Audience
Our Plan
Parents With Parents are men and women ages
35-44 who live in or near Columbia. They have had
children at Boone, and they are helping to take care
of their aging parents, so they are connected to
the Foundation’s services through their kids, their
parents and their own experiences.
Our plan involves using a mix of traditional media,
digital media and public relations strategies to
raise awareness and donations for Boone Hospital
Foundation.
An Important Distinction
In order to understand the relationship between
Boone Hospital Foundation and Boone Hospital,
it is important to outline the distinction between
them. The Foundation is a nonprofit organization
that fulfills needs, provides resources and raises
awareness for Boone Hospital Center.
Thanks to the foundation’s efforts, Boone Hospital
is able to offer patients a more comfortable
hospital experience and provide the community
with additional health services.
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12. 12
Company Analysis
Company Mission
Marketing Objective
The mission of Boone Hospital Foundation is to
improve the comfort and health of patients within
Boone Hospital and the community it serves by
addressing areas of need and offering services to
enhance a regular hospital visit.
The Foundation is seeking to expand its donor base
by improving its brand recognition and awareness
in Boone County and mid-Missouri. In doing so,
Boone Hospital Foundation will be able to provide
more consistent funding and service for Boone
Hospital and to the surrounding community.
How Much is Donated Per Year:
The Foundation’s donation numbers have steadily
climbed over the last five years, with the exception
of 2009. That year, due to the recession, the total
donations were just over $250,000. During the last
three years, however, donations have gone from
$450,000 in 2011 and 2012 to more than $630,000
in 2013.
Giving and Spending
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Where the Money Goes
The Foundation’s revenue model allows for donated
dollars not spent in the current year to be rolled over
to the next. One hundred percent of donations are
directed to an area specified by the donor, such
as palliative care or the oncology unit. Donors also
can give to memorialize a loved one, in honor of a
friend or to commemorate a special event. Donated
funds can be directed to any unit of care the donor
chooses at Boone Hospital Center. Donations can
be given via mail or the Foundation’s web page.
Foundation Messaging
The Boone Hospital Center website has a section
dedicated solely to the Foundation. This section
contains general information about the Foundation
as well as information about how to donate and how
donations are used.
In addition, Boone Hospital Center offers My Boone
Health, a free quarterly magazine funded by the
Foundation can be found online at myboonehealth.
com. The magazine contains special interest
articles such as stories from patients, hospital
developments, general health articles and updates
about Foundation events. This outlet allows Boone
Hospital Foundation to maintain communication with
their donor base. The Foundation does not maintain
any social media sites.
Informational kiosks located throughout the
hospital provide informational brochures about the
Foundation and hospital, as well as copies of My
Boone Health.
Boone Hospital Center has seven informational
kiosks located throughout the hospital. These
kiosks contain informational brochures about the
Foundation and hospital, as well as copies of My
Boone Health.
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Like-minded organizations
Part of our process included an examination of those organizations competing with Boone
Hospital Foundation for donor dollars.
We chose to research a number of nonprofit organizations and foundations with a strong
presence within Boone County and the surrounding community. Some of these organizations,
like Children’s Miracle Network or United Way, are national or international organizations with
local extensions. Others, like the University of Missouri Health System, don’t necessarily rely
on donations or fundraising campaigns, but still are competitors to the Foundation due to
proximity and the fact that they receive annual gifts worth noting.
Competitive Analysis
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16. 16
United Way Worldwide
United Way Worldwide is a leadership and support
organization with almost 1,800 community-
based offices in 41 countries and territories. The
organization’s mission is to help people achieve
their potential with healthy lives, education and
income stability.
To achieve these goals, United Way strives to
generate sustained impact in local communities
by raising and investing billions of dollars into
programs, such as the Campaign for the Common
Good. This program was established to improve
education, income and health of communities in
the United States by bringing young people the
expertise and resources to help them reach their
full potential.
United Way also has local branches. The local
branch supporting Boone County is The Heart of
Missouri United Way.
United Way of America is the nation’s largest charity
and makes an effort to provide multiple ways in which
to donate. The organization, on both nationwide and
local levels, works with employers through a workplace
campaign. An individual’s donations are split amongst
United Way’s work in education, income and health,
development and administrative costs, volunteer and
call centers, work in other human services and reserve
funds.
The Heart of Missouri United Way is a regional branch of
the organization that uses corporate partnerships and
local campaigns to raise money and awareness about
its mission to better the community. When giving to this
local chapter, individuals have the option to choose the
specific location receiving their donation.
Donation efforts
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United Way partners with organizations that have
a viewpoint aligning with United Way’s mission.
The National Football League has maintained a
partnership of raising awareness of child obesity and
creating healthier lifestyles with United Way for more
than 40 years. United Way also has a program that
emphasizes corporate philanthropic partnerships with
the community. There are around 120 corporations that
are a part of this program, including Wells Fargo, UPS,
AT&T and IBM.
Regional branches can create corporate partnerships
as well.
United Way uses multiple social channels to push its
name and engage with its consumer base, including
Facebook, Twitter, Google+, YouTube, Tumblr,
Instagram, Pinterest and LinkedIn. On the national
website, visitors are encouraged to share how United
Way has impacted them, and are provided with
opportunities to donate, advocate and volunteer.
Locally, the Heart of Missouri United Way maintains
channels to communicate, including Facebook, Twitter
and YouTube. The Heart of Missouri United Way Twitter
account has more than 830 followers and uses the
page to discuss its community campaigns within the
area. The Facebook account is used to promote and
create both corporate and organizational partnerships
and has more than 3,060 likes. The YouTube account of
The Heart of Missouri posts campaign and community-
development training videos. There are nearly 9,500
views for this channel, but no subscribers.
Digital communicationBrand engagement & awareness
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American Cancer Society
The American Cancer Society (ACS) is a nationwide,
community-based nonprofit organization dedicated
to eliminating cancer through research, service,
education, advocacy and international collaboration.
ACS has regional and local offices within 11
geographic regions of the country to provide care
and support for all communities.
The nearest local office to Columbia is in Jefferson
City.
The ACS uses fundraisers and grants to improve
cancer awareness and work toward finding a cure for
the disease. Relay for Life is a well-known event held
by ACS in which more than four million people in more
than 20 countries participate annually. The success
of this nationwide event is marked by more than $400
million being raised each year.
Donation efforts
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The ACS has a national Facebook page with more than
983,000 likes. The page regularly posts about events,
volunteers, survivors and information about cancer.
ACS has a Twitter page with 519,000 followers, a
Google+ account with more than 9,670 followers, and
a YouTube account with more than 8,275 subscribers.
There are no social media pages for the local ACS
offices.
At a national level, the ACS has corporate partnerships
and supporters for its events. For example, the ACS
Making Strides Against Breast Cancer event has
partnerships with more than 16 companies, including:
Kroger, Walmart, The Pampered Chef, Chevrolet and
Foot Locker, Inc. ACS sponsors many other events,
such as Coaches vs. Cancer and DetermiNation.
Other examples of awareness events include The
Coaches vs. Cancer program with men’s college
basketball and the DetermiNation program, which
provides professional training, inspiration and
community support to individuals wanting to compete
in a marathon, half-marathon or triathlon.
Digital communicationBrand engagement & awareness
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Children’s Miracle Network
Children’s Miracle Network is an international
nonprofit organization that works to raise money for
children’s hospitals, awareness for children’s health
issues and medical research. Additionally, this
group raises funds to provide comfort, treatment
and hope for children suffering from sickness and
conditions of all kinds.
Locally, Children’s Miracle Network works with the
University of Missouri Children’s Hospital, a division
of the University of Missouri Health System.
Donation efforts
Children’s Miracle Network utilizes national corporate
sponsorships (like Coca-Cola and Microsoft) and
fundraisers to raise money and awareness for
children’s hospitals around the world. Within mid-
Missouri, Children’s Miracle Network is supported by
businesses like Walmart, Sam’s Club and Dairy Queen
while partnering with community groups to support its
cause.
The 2014 Radiothon, an annual local fundraiser that
was featured on radio stations in mid-Missouri, raised
$226,039 in two days. In addition, Children’s Miracle
Network sponsored the Mizzou Dance Marathon, an
on-campus philanthropy organization, that raised
$176,290.55 in 2014.
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Digital communicationBrand engagement & awareness
Thanks to national press and corporate partners
like Walmart, Sam’s Club, Coca-Cola Company and
Microsoft, MU Children’s Hospital receives support in
the form of donations and volunteer work. Individuals
who visit the MU Children’s Hospital page on the
Children’s Miracle Network website are encouraged to
share their stories and experiences with the hospital,
which boosts engagement and awareness.
Children’s Miracle Network has more than 287,000 likes
on Facebook while University of Missouri Children’s
Hospital has almost 7,000 likes on its own Facebook
page.
The Children’s Hospital account regularly posts
articles written by Columbia Daily Tribune reporters,
fundraising efforts and images of children who receive
care from Children’s Miracle Network.
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University of Missouri Health System
Donation efforts
University of Missouri Health System is a system of
hospitals and care centers funded by the University
of Missouri. University Hospital, located in Columbia,
features a Level 1 trauma center, helicopter service
and burn intensive care unit, all unique services in
mid-Missouri.
Corporations and individuals are encouraged to
donate to support medical research and hospital
services,however,privatedonationsmorespecifically
go toward patient care, new facility construction and
to “secure a financial foundation for the future.”
Individuals interested in donating to University of
Missouri Health System can visit the university’s giving
website. On the site, individuals must navigate through
several school, college or unit options to find the
desired recipient of their donations.
The university honors private donors based on the
amount and program to which they give. Donors have
ultimate authority in deciding where their funding goes.
However, if a particular college, school or unit isn’t
specified, donors can give to the Chancellor’s Fund for
Excellence, which allocates funds to areas deemed in
greatest of need.
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Digital communicationBrand engagement & awareness
University of Missouri Health System benefits
from operating within the University of Missouri
education system. This gives University Hospital
the unique advantage of access to Missouri Tiger
branding, which can be found on ambulances
and the helicopter.
University Hospital has more than 4,200 likes on
Facebook while MU Health Care (which University
Hospital is connected to) has more than 2,300 followers
on Twitter. The two accounts regularly post health
articles, honors and awards presented to the hospital
and job postings within the healthcare system.
With this in mind, donors are encouraged to visit
http://giving.missouri.edu, which posts articles about
donating, donor profiles and ways to give to the various
programs that the University of Missouri supports.
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24. 24 The Food Bank
for Central and Northeast Missouri
The Food Bank for Central and Northeast Missouri
is a food collection and distribution facility providing
food and other products for families in need. It is
one of 14 food banks nationwide that does not
charge agencies for the food it provides.
The food is sent to shelters, rehabilitation centers,
emergency food pantries, soup kitchens and
programs for low-income children and senior
citizens.
Donation efforts
The Food Bank aids approximately 110,000 people
on a monthly basis and has distributed more than 28
million pounds of food. In 2012, the organization had
a volunteer force of 38,000 who worked over 90,000
hours of service for The Food Bank. That same year,
The Food Bank provided for 130 hunger relief agencies
and 134 schools in the area.
In 2012, the organization’s Buddy Pack program helped
about 6,500 children and can provide 12.5 meals for
$1. For five years running, The Food Bank has received
more than a half-million pounds of food.
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Digital communication
The Food Bank develops partnerships with growers,
manufacturers, processors, retailers, wholesalers and
restaurants to encourage donation. The organization
is supported through individual donations, foundations
and community partners.
The Food Bank currently has partnerships with the local
branches of General Mills, Kraft and Walmart, as well
as Socket. Several events are held by the organization
throughout the year to raise community awareness,
recruit volunteers and increase donations. Additionally,
The Food Bank has four hunger-fighting programs
funded by donations.
The Food Bank has its own Facebook page with more
than 3,820 likes. The page regularly posts information
about upcoming events and donation needs.
The organization also has its own Twitter page uses
it to interact with its 1,390+ followers. The Food Bank
created its own YouTube account in 2010 and has had
5,588 video views.
Brand engagement & awareness
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Consumer Analysis
The recipients of the Foundation’s services include individuals of all ages, but it is important to
have an in-depth understanding of the differences and similarities within these generations to
create effective and insightful campaign strategies. For this reason, we decided to look at the
Foundation’s consumer base from a generational standpoint.
Numerous secondary sources about Millennials, Generation X, Baby Boomers and Mature
Seniors were analyzed to create an accurate representation of the Foundation’s audience.
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Millennials
• The Millennial generation is comprised of 23-to-34-year-
olds.
• As of 2013, their average household income is $40,700.
56 percent of this population donates to charity.
• Millennials donate a total average of $341 to about 3.6
charities each year.
• Research found this consumer donates an average of
$161 to their top charity.
• This audience is motivated to make the world a better
place.
• This generation prefers to donate through multiple
channels.
• Online and “checkout lane” giving accounted for the
most preferred method.
• Donations through text are increasing in popularity.
• Only one percent prefers direct mail to other
methods.
• For every two Millennials that donate money, one prefers
to donate time.
• There is no clear type of organization to which Millennials
prefer to donate.
Generation X
• Generation X is comprised of 31-to-49-year-olds born
between 1965 and 1980.
• As of 2013, the average household income is $55,100.
• 58 percent of this population donates to charity.
• This generation donates a total average of $796 to about
4.2 organizations each year.
• Research found this consumer donates an average of
$272 to their top charity.
• This group is motivated to give:
• Toward the general needs of the poorer = 39.6
percent.
• To make the community a better place = 39.4 percent.
• To make the world better = 37.3 percent.
• To give poor what they need to help themselves =
34.3 percent.
• Because they feel responsibility to help those with
less = 27.8 percent.
• The primary donation method by Generation X is through
mail or online, but research shows mobile networks and
text as emerging channels.
• There is no clear type of organization to which this group
prefers to donate, but 21.7 percent donate to health-
related organizations.
• Generation X is curious and actively seeks information
about healthcare services.
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Baby Boomers
• The Baby Boomer generation is comprised of 50-to-68-
year-olds born between 1946 and 1964.
• As of 2013, average household income is $56,400.
• 67 percent of this population donates to charity.
• This generation makes up 34 percent of the national
charity donation base.
• This consumer donates a total average of $901 to about
5.2 organizations each year.
• Research found Baby Boomers donate an average of
$211 to their top charity.
• Members of this generation are motivated to give to
organizations they established connections with while in
their early adulthood.
• Baby Boomers are most likely to support the following
types of organizations:
• Environmental organizations.
• Veterans’ causes.
• Health organizations.
• Social service organizations.
• Houses of worship.
• This consumer prefers to donate directly to a charity over
buying products where proceeds go to the charity. Their
preferred donation method is direct mail.
Mature Seniors
• The Mature Senior generation is 69 years old or older
and was born 1945 or earlier.
• 79 percent of this population donates to charity.
• This consumer donates an average of $1,066 to about
6.3 organizations each year.
• Research found Mature Seniors donate an average of
$280 to their top charity.
• This generation is motivated to donate for the basic
needs of the poor and the betterment of the community.
• The Mature Seniors are likely to support the following
type of organizations:
• Veterans’ causes.
• Houses of worship.
• Social services organizations.
• People over 60 years old are twice as likely to donate
than those under 30-years-old.
• This consumer strongly prefers to donate through the
mail or by phone. They have low online and social media
presence.
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SWOT Analysis
Strengths Weaknesses
• Variety of services
• Know-Your-Numbers vehicle
• Direct connetion to BHC
• Donors have final say where
money goes
• Does not effectively
communicate strengths
• No social media presence
• Small staff
• Limited distinction between
hopsial and foundation
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Opportunities Threats
• People are passionate about
causes they support
• Foundation giving is on the rise
• People prefer to give money in
installments
• High average donation amount
in Boone County
• Saturated market
• Increased competition
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Strengths
• Offers a variety of services that help improve a
patient’s stay, including sleep sacks for infants
(to prevent SIDS), a palliative care unit, and a
healing garden for private meditation.
• Raises awareness within the community
by providing free health screenings and
checkups using the Know Your Numbers
vehicle.
• Direct connection to Boone Hospital Center, a
nationally recognized healthcare facility tied as
the fourth best hospital in Missouri (as ranked
by U.S. News).
• Donors have ultimate control over where their
money goes.
Weaknesses
• The Foundation doesn’t effectively
communicate its strengths. This includes the
website, which fails to highlight all of the items
and services it provides for its patients and
members of the community.
• Boone Hospital Foundation has no social
media presence. Twitter and Facebook
are examples of the free marketing and
awareness platforms that allow companies to
communicate directly with donors.
• Boone Hospital Foundation has limited staff for
communications efforts.
• Weak distinction between Boone Hospital
Foundation and Boone Hospital Center.
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Opportunities Threats
• People are passionate about getting involved
with the causes they support, as 1 in 5
either attend a fundraising event or host one
themselves.
• Foundation giving, which totalled $50.28
billion in 2013, is on the rise. Since 2011, it has
risen 5.7 percent.
• People prefer to give money in installments,
either monthly or annually.
• Within Boone County, households annually
give almost $600 more on average to charity
than the state average, and almost $900 more
than the national average.
• Boone Hospital Foundation is based in a
community already full of well-known and
well-funded nonprofits and philanthropies, like
Children’s Miracle Network or The Food Bank
for Central and Northeast Missouri.
• Increased competition for donor dollars thanks
to a 25 percent rise in foundations nationally
from 2001 to 2011.
• Individuals are more likely to donate to
organizations they’re familiar with. If Boone
Hospital Foundation isn’t able to increase
awareness or establish itself within the
community, it may never see the growth that it
desires.
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Trends Based on the secondary research, we found six key trends that
helped direct our campaign.
Active People Living Healthy Lives
In the last few years, Americans have adopted
a healthier attitude towards exercise, soda
consumption and cigarette use. More specifically,
exercise and gym membership have increased
over the past few years, water consumption is
up, soda consumption down and cigarette use
is at an all-time low. This general increase in
healthy habits also contributes to a more health-
conscious media diet, where news sources like
Huffington Post and New York Times have entire
sections dedicated to health and health news.
Why it’s Relevant
Boone Hospital Foundation’s mission is to improve
the health of the community it serves.
Key Takeaway
Healthy lifestyles are popular in our culture, and
Boone Hospital Foundation helps to support this
trend.
Asking Still Works
Recent studies have shown that, while people may
be inclined to donate out of personal initiative or
motivation, most donations are still made in response
to some form of solicitation. In addition, donors who
took part in another study felt that peer-to-peer
fundraising events were the most appropriate form
of solicitation, followed by mail and email from the
charitable organization.
Why it’s Relevant
In a time of innovative donation methods and
techniques, it’s important to understand that the
simplest form of solicitation, asking, still works.
Key Takeaway
The key to Boone Hospital Foundation’s future
success in building awareness and its donor base
isn’t to stop asking for gifts - it’s to change where
and how it asks.
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Awareness Leads to Generosity
From 2001 to 2011, the number of nonprofits
increased by 25 percent, from 1,259,764 to
1,574,674. In addition, competition for donor dollars
has increased. With this in mind, studies have
suggested that awareness of an organization leads to
higher generosity from the donor base. Quite simply,
people support organizations that they’re familiar
with. The same study also found that nonprofits with
higher empathetic dispositions are more likely to be
supported by donors.
Why it’s Relevant
One of Boone Hospital Foundation’s biggest
weaknesses is its low awareness within Boone
County.
Key Takeaway
Building awareness within the community leads
to top-of-mind awareness, which translates to
donations. In order to succeed, Boone Hospital
Foundation must increase awareness.
Money is Easiest to Donate
Nonprofits and foundations sometimes need
individuals to donate both time and money to their
causes. A study from 2007 found that donors
preferred to give money to time when supporting a
cause that they cared about.
Why it’s Relevant
Donors are asked to donate money, not time, to
Boone Hospital Foundation.
Key Takeaway
Donating to Boone Hospital Foundation is easy and
stress-free. The only thing that the Foundation asks
of donors is their gifts, which allows them to spend
more time with their family members or within the
community.
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Boone County Donates More
The average annual household donation amount can
be split into three different levels: national, state and
local. According to The Chronicle of Philanthropy,
the 2014 national household average was $2,974,
$3,275 in Missouri, and $3,818 in Boone County.
Why it’s Relevant
Boone Hospital Foundation is located in Boone
County and serves its community proudly.
Key Takeaway
The Foundation is located in a generous community
that’s dedicated to improving the lives of all its
citizens.
Checkout Charity
Checkout Charity is a donation trend that has
recently gained momentum. It involves a nonprofit
or foundation teaming up with a grocery store or
other retailer to help finance fundraising campaigns.
Customers are asked if they’d like to support
the cause, and if they say yes, an extra dollar (or
preferred amount) is added to the final amount of
their purchase. Studies have found that the reason
Checkout Charity is successful is that customers
are more inclined to donate “when their wallets
are open.” However, some customers can feel
pressured, harassed, or obligated into donating
when they see others doing so, which is an aspect
to consider when using Checkout Charity.
Why it’s Relevant
Checkout Charity is a relatively easy and innovative
method of donation that raises awareness for a
cause or foundation outside the home and within the
community.
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Key Takeaway
If Boone Hospital Foundation were to adopt a
checkout charity strategy, it may not dramatically
boost donation dollars or expand the long term donor
base, but it could be used to increase awareness of
a specific campaign or initiative.
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Introduction
With our primary research, the aim was to identify exactly what people within the community
knew about the Foundation and the services that it provides. We wanted to know the average
age of donors, the amount they gave to the Foundation, and how often they gave. In doing
so, we looked to identify whom Boone Hospital Foundation had targeted in the past, and if
a change was needed to boost awareness and donor dollars. We found crucial insights by
engaging donors with a survey and by interviewing former patients of Boone Hospital Center
and the hospital employees that serve the community on a daily basis.
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Qualitative Interviews
Methodology
In order to learn how Boone Hospital Foundation
functions in the hospital and the impact it has around
the various sectors, we interviewed six nurses from
BooneHospitalCenterandoneformerpatientturned
donor. The interviews were conducted in person or
by phone. All interviews started with the same base
set of questions in order to promote some uniformity
between all groups of interviewees, with different
questions being added depending on the type of
interview subject (i.e. a nurse, a patient, or a donor).
We recorded and transcribed each interview.
Findings
Interviewees were asked about the Foundation’s role
in the community, the impact the Foundation has
had on their families and loved ones, and its impact
on patient care. Many of our interview subjects
also commented on how the Foundation impacts
their lives as caretakers, through education of both
doctors and nurses in the hospital.
“Nurses are required to have a certain number of
education credits every five years to continue to
practice medicine. The Foundation will provide
funding so that some of this education will come
for free. Over the years they’ve sponsored cardiac
courses, surgical courses, and things like that,” said
a Boone nurse.
The Foundation also helps to pay for essential
medical equipment for the hospital. However,
several of our subjects claimed that there might be
low awareness for these contributions.
One of our Boone staff interviewees said, “I think
that we could do a better job as far as educating
staff members on what’s new with the Foundation,
what’s going on with the Foundation and different
things like that.”
On getting the hospital staff more involved with the
Foundation, it seems as though there is room for
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44. 44
““
Qualitative Interviews
I think that we could do a better job as far as
educating staff members on what’s new with
the Foundation, what’s going on with the
Foundation and different things like that.
Key Takeaway
Overall, the interview process led us to believe that
Boone Hospital Foundation has a very positive
perception in both the patient and caretaker
community at Boone Hospital Center. However, the
Foundation needs to improve its efforts in reaching
out to the hospital community to inform them of all
the Foundation’s different services.
Nurses are required to have a certain number of
education credits every five years to continue
to practice medicine. The Foundation will
provide funding so that some of this education
will come for free.
Over the years they’ve sponsored cardiac
courses, surgical courses, and things like that.
improvement. Hospital staff are not certain on how
to receive help from the Foundation.
One area where the Foundation was highly regarded
was its annual formal gala event where doctors get
to socialize and learn more about the happenings of
the Foundation. All of our interviewees had attended
that event and enjoyed it. Additional activities like
this could to increase donation rates by the hospital
staff.
““
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Quantitative Survey
Methodology
We sent a survey by direct mail to approximately
1,300 Foundation donors. One hundred and twenty-
two completed surveys were received. The survey
consisted of 27 questions, most of which were
close-ended.
Findings
We asked the respondents to provide demographic
information about themselves such as age, ethnicity,
education and household income so we could
categorize our respondents accordingly. 90 percent
of respondents were aged 51+ and 64 percent fell
into the “above $75,000” annual income category.
Many of our respondents had a personal connection
with Boone Hospital Center, such as having received
care there, having a loved one receive care there or
having had a “Boone Baby.”
We also asked information about their satisfaction
with the Foundation, preferred channels of
communication and reasons for giving.
The data showed that 81 percent of respondents
were either “Satisfied” or “Very Satisfied” with the
Foundation’s use of donated funds. 88 percent of
respondents were satisfied with the Foundation’s
communication efforts of how the donated funds
are used and 84 percent were satisfied with their
ability to designate how their donations are used.
We also found that a majority of donors (71 percent)
preferred to receive information from the Foundation
via direct mail, while a newsletter is the second most
preferred (31 percent). The majority of donors (78
percent) prefer to donate with a check.
The one area that showed a weakness of the
Foundation came with repeat donations. In response
to inquiries into this topic, 39 percent of respondents
said they donate on an annual basis while 42 percent
said they donate “rarely.” Although the majority of
our respondents were happy with communication
efforts from the Foundation, we believe more could
be done to draw donors and potential donors to
donate on a more.
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Current Donor Demographic
PercentofBooneHospitalFoundationDonors: 90%
are aged 51+
64%
have annual income above $750,000
81%
are satisfied with the Foundation’s
communication efforts of how the donated
funds are used
84%
are satisfied with their ability to designate
how their donations are used
78%
prefer to donate with a check
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Insights
Insights are used to help establish the characteristics of a consumer base. These characteristics allow
further understanding into a potential target audience. Four consumer insights were determined based on
the analysis of both secondary and primary research.
Connection to Boone
I either know someone who has been treated at Boone or have been treated there myself.
I received great care and was impressed by the staff and services.
I am proud that this facility is in my community and want to give my financial support.
Enthusiastic Employee
I love Boone. I work for Boone Hospital Center and want to become more involved.
The standard for employee care and technology improvements held by this facility is impressive.
I work for an institution that I would feel proud give financial support.
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Do-Gooder
I enjoy making an impact in my community by volunteering my time or giving financially.
I care most about supporting others and making my community a better place.
I hold a position of power due to my job title, wealth or education level.
I look for opportunities to use my resources to positively impact my community.
Older Influencer
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Insight
We’ve lived in Columbia for years, and both of our kids are Boone Babies.
Our parents also live in town, and we love when all three generations can spend time
together.
Now that our parents are getting older, we’ve started encouraging them to get regular
checkups so that they can keep an eye on their health.
We want them to remain a part of their grandchildren’s lives for as long as possible.
“
“
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Why are we advertising?
The main goal of our campaign is to raise awareness
about the work that the Boone Hospital Foundation
doesinBooneHospitalCenterandinthecommunity.
The Foundation, which provides services for Boone
Hospital Center and 25 surrounding counties, is
funded solely by donations, so every dollar they
receive is crucial.
Who are we talking to?
For the campaign, we chose to target Parents With
Parents. We defined this group as 34-49 year olds
who have lived in Columbia for years and whose
children are Boone Babies. Their parents also live
in town, and they love when all three generations
can spend time together. Now that their parents
are getting older, they’ve started encouraging them
to get regular checkups so that they can keep an
eye on their health. Parents With Parents want their
parents to remain a part of their grandchildren’s lives
for as long as possible.
What do we know about them that
might help us?
Through the research process, we found several
key facts about Parents With Parents that helped us
find a direction for our campaign. People in this age
group donate nearly $800 per year to an average of
four charities. They feel that helping those donations
in their community is very important.
According to U.S. Census data from 2010, 18,609
people in Boone County are between the ages of
35-44, which makes up nearly 8.74 percent of the
county’s population. Of that population, 9,112 of
those are men and 9,497 are women. In Boone
County, 29.2 percent of households had someone
under 18 years old, which fits with our Parents With
Parents target. Finally, 16.6 percent of households
in the county were home to people older than 65,
showing that Boone County is composed of a variety
of ages and generations.Our target audience prefers
to donate by mail or online, but are open to using
text and mobile networks in the future. Additionally,
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What do we want them to
takeaway?
The main message that we want Parents With
Parents to take away from our campaign is that
the services and support that Boone Hospital
Foundation provides have played a key role in the
positive experiences that they or their loved ones
have had at Boone Hospital Center.
Support
Among the points we identified that would support
our decision to target Parents With Parents were the
wide range of services and amenities provided by
the Foundation, the regional and national reputation
of Boone Hospital Center, and the Foundation’s
connection to community members ranging from
Boone Babies to people in palliative care.
Tonality
The tone of the campaign would be emotional, caring
and supportive. We want Parents With Parents to
feel a real sense of community and of support when
they experience the different campaign elements.
members of this target audience often use social
media to share information about organizations and
causes that they support.
Mandatories
The mandatory creative elements in our campaign
would be the Boone Hospital Foundation logo, the
“Take Root” tagline (or the hashtag #BHFTakeRoot,
depending on the medium) and calls to action to
connect with the Foundation on Facebook and
Twitter.
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67. 67
Boone Hospital Foundation is
rooted in the community.
Beneath every tree is a root system that keeps the tree above it healthy and thriving.
Boone Hospital Foundation is that root system for the community.
By providing key resources for Boone Hospital Center, the Foundation helps people of all ages and
every part of the community to live more healthily and comfortably.
The stronger its root, the taller a tree will grow.
This is why it is vital to continue to raise awareness and donations for Boone Hospital Foundation,
the root of the mid-Missouri community.
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Promotional Strategy
• Partner with local grocery stores for a
checkout charity program.
• Get a Foundation representative to appear
regularly on local radio.
• Create fresh, updated Foundation promotional
materials for the hospital and for traditional
mailing.
Social Strategy
• Create social media accounts for the
Foundation.
• Use a third-party posting service to simplify
social media management.
• Encourage people who engage with the
Foundation’s social media to use a special
hashtag and share their stories.
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Interactive Strategy
• Redesign the Foundation’s website.
• Work to drive traffic to the website through
search engine optimization and social media.
• Introduce new donation options.
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Intern
In order to help with the implementation of our tactics, we recommend that the Foundation
hire an unpaid intern or multiple interns. The University of Missouri’s School of Journalism is
full of capable communicators who are looking for internship experience in the public relations
and social media fields, so there would be no shortage of potential candidates. The internship
would be roughly eight to 10 hours per week and would involve managing the Foundation’s
website and social media accounts, as well as assisting with any of the Foundation’s other
communications efforts.
Foundation staff could contact the Strategic Communication office at the School of Journalism
to get their internship listing posted in the weekly “Jobs, Internships, and Scholarships” email
that all journalism students receive.
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Retool Website
In order to match the theme and direction of the campaign, a new website is needed for the
Foundation in order to better communicate its mission and the services it provides, and to
create a clearer distinction between the Foundation and Boone Hospital Center.
The first step is to create a separate domain name for the Foundation, which will bring a clear
distinction in look, feel and name from the Boone Hospital Center website.
A link to the Foundation website will still be featured on the hospital’s home page, but now the
user will be taken to the new website.
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About Us
The About Us page is simple and direct. It will only feature Boone Hospital Foundation's mission statement.
We don't want to overwhelm users with dense text or a myriad of pictures. By presenting the mission statement next
to the Take Root tree, we're easing the user into the website experience with a calm, serene tone.
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Services
• Sleep Sacks
• Kids On Track
• Know Your Numbers Mobile
Health Unit
• Heart Pillows
• Community Education
• Lifeline (home health and
hospice care)
• Healing Garden.
• Palliative Care
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My Story
My Story is a section of the website dedicated to patients, donors and the stories that they have
to share about Boone Hospital Foundation. Tied to the Facebook and Twitter accounts, users
can be featured in My Story by using the hashtag #BHFTakeRoot.
An intern (or whoever will run the site) will curate the submissions to make sure everything is
appropriate for the website.
My Story gives users another opportunity to interact with the Foundation in their own space (on
Facebook and Twitter) while also driving traffic to the new website.
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Donations
Amazon Smile
Amazon Smile is a donation program run by the
online webstore Amazon.com. Customers can
select a registered charity of their choice and, when
selected, half of one percent of every purchase they
make goes toward the charity. This program gives
individuals who select Boone Hospital Foundation
as the charity of their choice the opportunity to
donate with little or no effort.
Additionally, research has shown that Generation
X spends almost $1,000 a year shopping online.
If only 100 people sign up for the program, the
Foundation would net $500. By offering donors
different, unique giving methods to the Foundation,
we're appealing to the consumer's preference to
donate in installments (and not one lump sum).
How to accomplish this:
To revamp the website, the Foundation must first
decide on a website developer to carry out our
vision. Several local options, including Clearpage
and Hub & Spoke, would be able to provide the
Foundation with a website separate and distinct
from Boone Hospital Center’s page.
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TakeRoot
The website’s multicolor tree design is reflective of the Foundation’s different services, and ties in
with the idea that the roots provided by the Foundation help support the community tree.
The lighter green represents the children’s services that the Foundation offers, while the darker
green represents the services for adults. Finally, the red leaves represent the services that the
Foundation has for seniors. Users can click on the dots in each section to find out more about
the services that the Foundation offers for that respective age group.
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Buy-A-Branch
The Buy-A-Branch program is a checkout charity
tactic that partners with the three Columbia Hy-Vee
locations to raise money for the Foundation. The
program would encourage shoppers to donate $1
at a time to Boone Hospital Foundation by adding
the donation to their grocery bill. Shoppers can then
dedicate a colorful paper “branch” to family, friend
or anyone of their choice, and these branches will
be attached to a giant tree at the front of each store.
The Buy-A-Branch program serves to further root
the Foundation within the community.
By teaming up with Hy-Vee, we want to associate
Boone Hospital Foundation with a business that
already works with other local charities. Additionally,
pairing with a grocery store will increase exposure
for the Foundation because buying groceries is a
routine activity.
The Buy-A-Branch program will begin Friday, March
20, 2015, to coincide with the first day of spring. The
kickoff event will take place Thursday, March 19 at
all three Hy-Vee’s. Children and their families will be
invited to color in some leaves for the Community
Tree. This way, the tree has a nice start before it’s
filled with donations and the Foundation introduces
Buy-A-Branch with a community event that is fun for
the entire family.
Additionally, we want to capitalize on the imagery
of the Community Tree to signify a new beginning
for the Foundation. This start date at the beginning
of spring will allow the Facebook and Twitter pages
to gain audiences and spread the word before the
program begins.
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SEO
Search engine optimization, more commonly referred
to as SEO, is the process of getting a company
or organization’s website listed higher on a search
engine’s results list. It is a paid method of promoting
a company or business that is more subtle than
traditional advertising and marketing strategies.
The actual process of search engine optimization
involves finding out which search engines a target
audience uses, what they like to search for online,
and which terms they use to search.
Currently, when an individual Google searches
“Foundation Columbia MO,” Boone Hospital
Foundation appears on page 2 as the 20th result.
This is problematic, because according to Search
Engine Journal, 75 percent of Internet users never
scroll past the first page of search results.
What is SEO?
By optimizing search engine keywords including
Boone Hospital, Boone County, Boone Babies,
SIDS prevention, health care, tax writeoff, end
of life care, garden, healing, massage, therapy,
cancer, checkups, doctor, wellness, awareness,
the Foundation can boost its presence in online
searches.
SEO is a key tool for nonprofits in today’s digital
world, because according to Web Marketing
Today, “nonprofits that enjoy better search engine
rankings likely gain greater market share in terms
of contributions and participation than those that do
not rank well.” Additionally, a 2008 study conducted
by Microsoft concluded that organizations that were
listed higher on searches were more likely to be
remembered by consumers.
Why use it?
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Boone
Hospital
Foundation
cancer
end of life care
tax writeoff
health care
SIDS prevention
Boone Babies
Boone County
Boone Hospital
garden
awareness
wellness
doctor
checkups
therapy
massage
healing
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Pay-per-click (PPC) would be the most cost effective way to advertise with SEO, and would give Boone
Hospital Foundation a good sense of the effectiveness of their SEO keywords. Google AdWords, a common
PPC system, allows users pay as little as $0.05 per click and provides helpful, easy to understand analytics
data. Since many of the Foundation’s keywords are fairly specific, the total cost of advertising with SEO will
not take up a significant portion of the budget.
How to pay for it
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Join and Share
Given the staff limitations, Facebook and Twitter can be managed by the two-person staff or by an unpaid
intern. Expanding to other social media sites like Instagram and Pinterest can be done, but will depend on
the “success” (likes, shares, followers, etc.) of the Twitter and Facebook pages.
We recommend that the Foundation adopt Buffer, a free application that allows users to post information to
Facebook and Twitter simultaneously. This could save time for whoever runs the pages. Buffer also provides
analytics data for each post including clicks, likes, retweets, mentions and shares.
There are several ways that the Foundation could promote its new social media pages:
• With over 11,000 likes on Facebook and more than
1,300 followers on Twitter, Boone Hospital Center is
firmly established in the social media world. These
pages can be used to announce the Foundation’s
arrival into the world of social media and potentially
reach more than 12,000 people.
• Placing links to Boone Hospital Foundation’s Twitter
and Facebook pages in the email signatures of
Foundation staff and board members would be a
way to promote the sites without doing any extra
work.
‘
• Having links to the Foundation’s social media on its
website would help drive traffic to the pages.
• Updating Foundation posters around the hospital
and community to promote the new social media
pages will increase the pages’ visibility within the
physical hospital space.
• Getting mentions from partner organizations
on their social media pages would help the
Foundation’s new pages reach thousands of
potential donors.
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Posters and Contact Cards
By designing eye-catching posters and colorful informational contact cards, the Foundation
can stand out from other promotional items in waiting rooms and mailboxes. These are also
both cost-effective ways to raise awareness of the Foundation on-site and in the community.
To start, there would be three posters--one by the Foundation office, one by the maternity
area and one in the palliative care area. Once the template for the posters was created, the
Foundation could print more posters for health fairs and other events as needed.
The posters and contact cards would be launched early on in the campaign to introduce
the idea of “Take Root.” The posters would stay up for as long as the campaign ran, and if
the first 1,000 postcards turned out to be another successful way of raising donations, the
Foundation would order another round and continue sending them out. If they did not bring in
much money, the Foundation could choose to focus on the other fundraising techniques we’ve
laid out in our tactics.
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Traditional Media
Radio advertising, as compared to other traditional
methods like television or newspaper advertising,
is an inexpensive way to get messages out to the
masses. Public radio is still a popular choice among
Generation X members like our Parents with Parents,
so we recommend using local stations like KBIA
and KOPN to reach our target audience. KOPN in
particular is known for doing work with local non-
profit organizations and helping them create and
voice public service announcements. According
to their website, KBIA serves a 70-mile listening
area, which includes more than 40,000 listeners
surrounding Boone County (“KBIA 91.3 FM”).
However, we believe the Foundation should be
reaching our audience on other stations as well.
Generation X grew up listening to classic rock, alt
rock and pop. With this in mind, we recommend
advertising on local classic and alt rock music
stations in order to reach as much of our target as
Why Radio?
possible. Stations like 96.7 KCMQ, 101.5 KPLA,
102.3 BXR and 106.9 (Y107) KTXY serve the mid-
Missouri area and fit the target. In addition, Jefferson
City and Lake of the Ozarks listeners can hear Y107,
further boosting our reach.
According to a Nielsen Report, almost two-thirds
of radio listeners tuned in outside the home. We
recommend advertising weekday mornings from 7-9
a.m. and afternoon ‘driving hours,’ from 3:15-5:15
p.m. According to that same Nielsen Report, more
than 90 percent of Americans listen to the radio
each week, and the two highest percentages of
radio usage by age are the 45-54 age demographic
(19 percent), and the 35-44 age demographic (17.4
percent).
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Pairing with Community Leaders
Partnering with Hy-Vee to implement our Buy-A-Branch program helps build brand image and awareness
within Boone County. This recognition could lead to a greater top of mind awareness for Boone Hospital
Foundation within the community. The program has the potential to raise money in the short term while
drawing attention to the Foundation and the numerous services it provides.
We would organize a time for the Foundation’s Executive Director to speak on the 101.5 KPLA morning show
“Kellogg Company.” She would share a patient or donor’s story each month with the morning DJs and allow
for a little time to answer questions. The Executive Director would be featured around 8 a.m. for the drive-time
commute and would mention the website, social media and how to donate. This tactic could begin as soon
as February. This delayed date will allow the Foundation time to arrange the meetings with KPLA. Additionally,
this will more closely coincide with our Buy-A-Branch program launch.
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Timeline
Social Media
Radio
Appearances
January 1st
BHF could also send
donors an email with new
year wishes that mentions
the new pages.
Beginning of
February
Gives Barb time
to schedule
appearances, and
allows her to promote
the new programs and
website.
Website
Redesign
End of March
New beginnings, tie-ins
with Buy-A-Branch
promotion
Buy-A-Branch
Friday, March 20,
2015
This particular Friday
is the first official day
of spring, and since
the campaign involves
creating a tree the
connection is logical
and timely
Jan Feb Mar 3/20
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Measurements
The overall success of the campaign would be
measured by an increase in donations to the
Foundation. This is the way that the success of the
postcards, radio spots and Buy-A-Branch campaign
would be evaluated.
For the updated website, increased traffic would
also be an indicator of the campaign’s success.
This would be measured through analytics data via
Google Analytics or another free analytics service.
With SEO, success would again be measured in
increased website traffic and donations. Google
AdWords and other SEO programs provide analytics
data to show the clickthrough rates (how often
people click on a link that shows up in a search),
so the Foundation would be able to monitor which
words provide the best results.
Social media success, in addition to increased
donations and website traffic, would be measured in
the number of likes and followers. Furthermore, the
amount of people using the hashtag #BHFTakeRoot
would be a way to measure the effectiveness of the
campaign. Individual tweets and Facebook posts
would also be evaluated on the basis of reach, likes,
comments and shares. The success of having an
intern would be measured by these criteria, as well,
since the intern would be the person most directly
responsible for the social media posts.
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Budget
• Contact cards / posters
On vistaprint.com, three medium (18” x 24”) sized posters printed on glossy stock are $39.08.
Custom postcards can be printed and shipped relatively inexpensively. Vistaprint.com can create 1,000
custom 7” x 5” postcards on glossy paper for just $142.47.
• Website Redesign
We estimate that a domain name would cost $10 and a basic website design would cost $2000 (Kymin).
The total cost of the website redesign would be $2,010.
• Buy-A-Branch
Printing branches and each Community Tree are the only costs for the Buy-A-Branch program. On
megaprint.com, three 48x72 banners would cost $522 and would act as the base of the Community
Tree. The cost of 200 branches for each location at $0.36 each comes out to $216. On buildasign.com,
a custom 3’ x 6’ vinyl banner costs $38.42. The total cost of the Buy-A-Branch program will be $331.26
• SEO
Google AdWords allows advertisers to pay as little as five cents per click for certain keywords. More
popular keywords, however, can cost advertisers $40 or more per click.
For the Foundation, this means that search terms like “Donate” ($40.61), “Recovery” ($42.03) and
“Treatment” ($37.18) are best to avoid using (Kim, 2011). The cost would most likely be less than a dollar
per click, and the Foundation could set its own budget for SEO. We recommend allotting $200 to start.
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• Radio Advertising
We estimate that radio advertising in Columbia would cost around $500 per week (Prosser, 2013). We
suggest running a campaign that precedes the start of the Buy-A-Branch program by two weeks, or
March 6, 2015 and ends two weeks after it begins, or April 3, 2015. This would cost the Foundation a
total of $2,000.
• Public Relations / Social Media
KPLA doesn’t charge money to visitors on their morning show, which allows the Foundation to spread
awareness for free. Teaming with Hy-Vee for the Buy-A-Branch program would also be free, as it would
provide free awareness and good publicity for the grocery stores in town. In addition, Facebook and
Twitter pages for the Foundation can be created for free.
• Intern
The Foundation will be able to hire an intern for free to help with social media implementation and other
necessary campaign tactics.
• Total : $4,683.73
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Interviews All interviewees were notified that the interview was recorded.
INTERVIEW QUESTIONS
• What non-profit organizations do you know of in Columbia? What benefits do you think these
organizations provide for the community?
• What do these organizations do well and what could they improve?
• IF THEY HAVE HEARD OF THE BHF: How did you become aware of the Boone Hospital Foundation?
• What words come to mind when thinking about the Boone Hospital Foundation?
• What are your overall perceptions of the Boone Hospital Foundation and the services it provides?
• What role do you think the Boone Hospital Foundation plays in the local community? (ONLY NAME
IF THEY CAN’T THINK OF ANY - For example, through its mobile health unit, free health screenings,
health fairs, etc.)
• Has the Boone Hospital Foundation impacted you, your family or loved ones, or others you know in
the community? If so, how?
• Have you seen any promotional information for the Boone Hospital Foundation? If so, where?
• Do you know anyone else that would be a good person to talk about this topic?
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Nurses
• In your job, how have you seen the Boone
Hospital Foundation make a difference with any
patients you have assisted?
• How knowledgeable are Boone Hospital Center
employees of the foundation?
• How would you suggest we update hospital
employees about the foundation’s activities?
• What kind of involvement do you have with the
foundation?
• What kind of involvement do you think the
hospital as a whole has with the hospital
foundation? (In other words- what benefits do
you feel the foundation brings to the hospital,
and what do you think is the greatest asset the
hospital foundation offers?
• How has the foundation impacted you and your
job?
• Have you donated to the foundation? Do you
think the hospital staff in general donates to the
foundation?
Patients
• How familiar are you with the Boone
Hospital Foundation?
• Can you share any experiences you have
had with the foundation?
• Have you ever donated to the foundation?
IF NO- what would motivate you to donate
to this kind of organization? IF YOU HAVE
DONATED- what motivated you to do so?
• If you or a loved one was a beneficiary of
a service courtesy of the foundation, would
you feel more compelled to donate to the
foundation? Why or why not?
• Are you aware of any specific services
provided by the foundation (health
screenings, heart pillows, mobile health
unit, health fairs, etc.)?
• Now that you know more about these
services, would you be more or less likely to
donate to this foundation?
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Donors
• What positive impact has the Boone Hospital
Foundation had in your life or life of a loved
one?
• ONLY ASK IF NOT ANSWERED BY PREVIOUS
QUESTION/ANSWER: Has the foundation
impacted you personally? If so, how?
• What motivated you to donate to the Boone
Hospital Foundation?
• Did your gift go to a specific program within
the foundation?
• Have you ever attended a foundation-
sponsored event? (If they ask “Like what?”-
Health fairs, gala, free health screenings,
foundation golf tournament)
• What is your impression of the communications
material (My Boone Health magazine,
brochures, emails, mailers, etc.) of the Boone
Hospital Foundation?
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Survey Questions
1. Age (Check one): 18-24 0 25-30 2 31-40 3 41-50 6 51+ 107
2. Gender (Check one): Male 49 Female 69 Prefer not to answer 4
3. Annual household income (Check one):
__13_ ____ $0-$49,999
___31_____ $50,000-$74,999
___13_____ $75,000-$99,999
___20_____ $100,000- $124,999
___9______ $125,000-$149,999
___28_____ $150,000+
4. Ethnicity (Check one)
_114___ Caucasian
__1____ Hispanic or Latino
_ 2____ African American
__3____ Native American or American Indian
__0____ Asian/Pacific Islander
__0____ Other
__0____ Prefer not to answer
5. What it is the highest level of education you completed? (Check one)
__0____ Did not complete high school
__12___ High school diploma/GED
__6_____Associate degree
__38____ Bachelor’s degree
__33____ Master’s degree
__17____ Professional degree
__11____ Doctorate degree
__3_____ Other
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6. Marital status (Check one)
__5____ Single/Never married
__93___ Married or domestic partnership
__14___ Widowed
__10___ Divorced
__0____ Separated
__0____ Other
7. Employment status- Are you currently…? (Check one)
__43___ Employed for wages
__12___ Self-employed
__1____ Out of work and looking for work
__0____ Out of work but not currently looking for work
__1____ Homemaker
__0____ Student
__0____ Military
__64___ Retired
__0____ Unable to work
8. Where have you heard/seen messages about the Boone Hospital Foundation? (Check all that apply)
__26___ Internet (email, website, online publication, etc)
__84___ Boone Hospital magazine – My Boone Health
__59___ Direct Mail
__42___ Word of mouth
__29___ Radio/TV
__46___ Hospital visit
__12___ Social media
__41___ Boone Hospital Foundation event
__16___ Other
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9. Have you ever participated in one of Boone Hospital’s health fairs? (Check all that apply)
Heart _30_ Cancer _6__ Diabetes _4__
10. Have you, your spouse, or any close loved one had a baby at Boone Hospital Center?
__72___ Yes __41___ No
11. If you have children, where did you have them?
__51___ Boone Hospital Center
__47___ Other
12. What has driven you to donate in the past? (Check all that apply)
__33___ Great care for you/loved one
__11___ Faith
__29___ Tax deduction
__41___ Want to give back to others
__33___ Creates a positive feeling for yourself and others
__60___ Supporting a good cause
__19___ Other
13. What is the MAIN reason you have donated in the past? (Check ONE)
__37___ Great care for you/loved one
__1____ Faith
__1____ Tax deduction
__10___ Want to give back to others
__2____ Creates a positive feeling for yourself and others
__58___ Supporting a good cause
__13___ Other
14. How satisfied are you with the information you receive regarding the use of your donation? (Circle one)
Very Satisfied (67)/Somewhat Satisfied (12)/Satisfied (28)
Somewhat Dissatisfied (2)/ Very Dissatisfied (1) / No responses (12)
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15. How satisfied are you with the decisions the Boone Hospital Foundation makes for the use of its funds?
__63___ Very satisfied
__8____ Somewhat satisfied
__30___ Satisfied
__0____ Somewhat dissatisfied
__1____ Very Dissatisfied
__12___ Did not receive information
16. How often do you donate to this organization? (Circle one)
Annually (48)/Bi-Annually (5)/Monthly (2)/Bi-Monthly (4)/Rarely (50)
17. How do you typically donate?
__1____ Online
__89___ Check/cash
__9____ At a foundation event
__12___ Other
18. What is your preferred donation method? (Check one)
Cash _6_ Check _96_ Credit Card _11_ Stock Transfer _0_ Bequests _0_ Wills _0_
Gift annuities and trusts _0_ Property transfers_0_
19. How satisfied are you with your ability to designate how your donation is to be used? (Circle one)
Very Satisfied (63)/Somewhat Satisfied (8)/Satisfied (32)
Somewhat Dissatisfied (0)/Dissatisfied (1)
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20. The organization provided the information I needed to make a decision on making a donation. (Circle one)
Strongly Disagree (1)/Disagree (6)/Undecided (12)/Agree (52)/Strongly Agree (43)
21. The organization effectively communicated its need for donations. (Circle one)
Strongly Disagree (3)/Disagree (3)/Undecided (13)/Agree (57)/Strongly Agree (38)
22. I know that the organization will use my gift for the purpose it was intended. (Circle one)
Strongly Disagree (3)/Disagree (0)/Undecided (6)/Agree (58)/Strongly Agree (49)
23. How satisfied are you with the recognition you receive for being a donor? (Circle one)
Very Satisfied (55)/Somewhat Satisfied (7)/Satisfied (48)
Somewhat Dissatisfied (1)/Dissatisfied (1)
24. Overall, how satisfied are you with the relationship between the organization and yourself as a donor? (Circle
one)
Very Satisfied (49)/Somewhat Satisfied (10)/Satisfied (51)
Somewhat Dissatisfied (2)/Dissatisfied (0)
25. How satisfied are you with being kept informed of the use of organization funds? (Circle one)
Very Satisfied (39)/Somewhat Satisfied (12)/Satisfied (49)
Somewhat Dissatisfied (7)/Dissatisfied (3)
26. What are your preferred communication methods? (Check ALL that apply)
Email _53_ Direct mail _87_ Telephone _13_ Newsletter _41_
Facebook _3_ Twitter _1_Other _6_
27. What is your FAVORITE method of communication? (Check ONE)
Email _31_ Direct mail _57_ Telephone _5_ Newsletter _15_
Facebook _0_Twitter _0_ Other _3_
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Radio Ads
Radio Spot #1
Child: Mom, dad? What’s Jasmine wrapped up in?
Mom: It’s a sleep sack. We put it on her at night to keep her safe while she’s sleeping.
Child: So it’s like a sleeping bag then?
Dad: [Laughing] Well it certainly looks like one!
Child: Who would make a sleeping bag that small?
Mom: Boone Hospital Foundation gave it to us when she was born. Actually, you had one too.
Child: What? I want mine right now.
Dad: You’re a little big for it now, buddy.
Child: Hmph. Oh well. Why would Boone Hospital Foundation give out free stuff like that?
Mom: Well, they do it because they care.
Narrator: [with pleasant piano music in the background] A simple donation can change the life of a neighbor or
loved one. Visit bhf.org to donate and learn more about Boone Hospital Foundation.
Child: Boone Hospital Foundation: take root.
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131. 131
Radio Spot #2
[SFX]: Traffic, street noises
Child: Grandpa, can we stop for ice cream?
Grandpa: Where do you want to go?
Child: To that ice cream van right there!
Grandpa: [Laughing] That’s not an ice cream van Michael. It’s the Know Your Numbers vehicle.
Child: They made a whole van just so people could learn how to count? I learned that stuff when I was in
kindergarten!
Grandpa: [Laughing] Not quite! The Know Your Numbers vehicle drives around town to give people free health
screenings. It’s there to keep our community healthier.
Child: [Pause] So who’s in charge of it?
Grandpa: Well, your grandma and I donated money to Boone Hospital Foundation to help fund it.
Child: They do that too? Jeez, Boone Hospital Foundation does everything!
Grandpa: It’s because they care.
Narrator: [with pleasant piano music in the background] A simple donation can change the life of a neighbor or
loved one. Visit bhf.org to donate and learn more about Boone Hospital Foundation.
Grandpa: Boone Hospital Foundation: take root.
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132. 132
Press Release 1
FOR IMMEDIATE RELEASE
Contact: Barb Danuser, executive director of Boone Foundation
Email: bad5549@bjc.org
Phone: 573-815-2801
Boone Hospital Foundation Launches New Campaign to Raise Awareness in Mid-Missouri
COLUMBIA, MO – As the root of the mid-Missouri community, Boone Hospital Foundation (BHF) is turning over
a new leaf this year. The Foundation offers a number of services, ranging from the care of our Boone Babies to
community members seeking palliative care. No matter if you’re young, or young at heart, BHF is committed to
ensuring that your stay at Boone Hospital feels like a home away from home.
The Foundation’s newest campaign focuses on raising awareness of the services it provides to the mid-Missouri
community. The goal is to inform the public that our patients and their loved ones will be treated like family during
every stay at Boone Hospital.
BHF wants to hear from the community. The “My Story” testimonial is an opportunity for patients and Foundation
donors to share their experiences by using #BHFTakeRoot on their social media networks. The postings will be
shared and retweeted on Facebook and Twitter, and the extended stories will also be featured on the Foundation’s
website. But the interaction won’t end on a digital platform.
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133. 133
The Foundation has branched out by establishing a new partnership with all three Columbia Hy-Vee locations! Buy-
A-Branch is a charity program that encourages shoppers to donate $1 to BHF at the checkout counter. They can
dedicate a branch to anyone of their choice. Beginning March 20, 2015, this fun activity would be ideal for children
looking to practice their coloring skills. All donations will be used to ensure that the Foundation continues to provide
the necessary services to our patients for many years to come.
Donations are essential for growth, and without the community’s help, BHF would not be as strongly rooted as it is
today.
###
ABOUT THE FOUNDATION: Boone Hospital Foundation is dedicated to improving the health of the people and
communities we serve. The Foundation accomplishes this by raising money to encourage better care, make patients
more comfortable and bring health outreach to the mid-Missouri community. The Boone Hospital Foundation works
to make mid-Missouri a healthier place to live.
v.5.0.indd 133 1/15/15 8:01 PM
134. 134
FOR IMMEDIATE RELEASE
Contact: Barb Danuser, executive director of Boone Foundation
Email: bad5549@bjc.org
Phone: 573-815-2801
Boone Hospital Foundation Launches New Campaign to Raise Awareness in Mid-Missouri
COLUMBIA, MO--As part of its campaign to raise awareness, Boone Hospital Foundation has announced a checkout
charity partnership with all three Hy-Vee locations in the city of Columbia. The Foundation’s “Buy-A-Branch” campaign
will allow Hy-Vee customers who donate a dollar to the Foundation to add a leaf to a so-called “Community Tree”
displayed prominently in each store.
The Foundation’s goal for the campaign, according to Executive Director Barb Danuser, is “to illustrate that the
Foundation is rooted in our community here in mid-Missouri.”
The option for shoppers to buy one of the leaves will last from Friday, March 20, 2015 until April 30, 2015. Danuser
said that the Foundation chose March 20 because it is the first official day of spring, so the idea of a program centered
around a growing tree was a natural fit.
Boone Hospital Foundation will host a kickoff event on Thursday, March 19, 2015 in each of the three Columbia Hy-
Vee locations, as well. Each store has agreed to donate $100 so that community members can come in to color and
“plant” the trees’ first leaves.
Press Release 2
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135. 135
The Buy-A-Branch program comes as part of a larger effort by the Foundation to raise awareness and donations. A
redesigned website, new social media pages and radio advertisements are also key components of the Foundation’s
campaign, which is based on the idea that the Foundation is rooted in the community--the services it helps to
provide affect mid-Missourians of all ages who have any sort of connection to Boone Hospital Center.
Boone Hospital Foundation is funded entirely through donations, so continued fundraising efforts are key to its
sustained impact on the communities it serves.
###
ABOUT THE FOUNDATION: Boone Hospital Foundation is dedicated to improving the health of the people in the
25 communities it serves. The Foundation works to help provide better care, make patients more comfortable and
increase health awareness in mid-Missouri. To learn more about the Foundation, please visit us online at boone.
org/foundation.
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136. 136
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144. Lee Banov
Account Executive
Meet the Team
Lee Banov is a senior journalism major with an emphasis in strategic
communication and sociology minor from Atlanta.
He served as Stone M Marketing’s account executive, and hopes to
enter into the world of account services after graduation in December.
In the past, he has held communications-related internships with The
Georgia Conservancy and Dr. Sweet’s Cake Emporium, a small bakery
in Atlanta.
In his spare time, he likes to play basketball, read, listen to music
and cook. His fluid dance abilities have often been described as
“surprising.”
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145. Jamie Crockett
Public Relations
Jamie Crockett is a senior journalism major with an emphasis in
strategic communication from East St. Louis, Ill.
She served as Stone M Marketing’s PR/social media coordinator.
Jamie began her career at the School of Journalism with an emphasis
in Radio/TV anchoring and reporting. However, throughout her time in
Columbia, she started freelance projects under the name Shining Light,
in which she worked with nonprofits and individuals who are making
a difference in the local and global communities. She is passionate
about shining a light on issues that are taboo and raising awareness
for respective causes. It is her desire to serve her fellow human beings
with the gifts and skills that she has acquired, and a career in public
relations would better help her achieve that goal.
Jamie plans on founding her own PR firm after attending graduate
school for nonprofit management. She loves anything that has to do
with the arts, and is very fond of reading, singing and writing poetry.
She encourages everyone to shine the light that's within them.
v.5.0.indd 145 1/15/15 8:01 PM
146. Copywriter
Drew Gieseke
Drew Gieseke is a senior journalism student with an emphasis in
strategic communication and a religious studies minor from Columbia,
Mo. He served as Stone M Marketing’s copywriter and, upon graduation
in December, will move to Washington, D.C. to pursue a career in
advertising (with a little creative writing on the side).
Drew’s passion for writing led him to internships with Thumper
Entertainment for the Roots N Blues N BBQ Festival and with The
Missouri Review. Drew has also served as a member of the International
Fraternity of Phi Gamma Delta and on the executive board for Mizzou
for Movember.
He enjoys watching the 2001 film “Joe Dirt” and also regularly
daydreams about eating bacon cheeseburgers.
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147. Namyeon Lee
Graphic Designer
Namyeon Lee is a senior journalism major with an emphasis in
strategic communication from Seoul, South Korea. She began studying
abroad in 2006 and chose to continue her journalism education at the
University of Missouri. She served as the graphic designer for Stone M
Marketing. After graduation, Nam plans to enter a master’s program to
study health communications.
In addition to her academic pursuits, Nam gained vital work experience
two summers ago when she worked as a strategic planner at McCann
Group in Tokyo, Japan.
Her hobbies include playing guitar, reading Murakami and helping
design various projects for her church.
v.5.0.indd 147 1/15/15 8:01 PM
148. Researcher
Ben Mahnken
Ben Mahnken is a senior journalism major with an emphasis in strategic
communication and business minor from St. Charles, Mo.
He served as Stone M Marketing’s primary researcher and is hoping
an NBA team is looking for a former high school point guard to lead
their team for the 2014-2015 season.
If basketball doesn’t work out (which it probably won’t), he wants to enter
the world of sports marketing when he graduates in December. Ben
enjoys playing and watching sports of all kinds, and his favorite teams
are the St. Louis Cardinals and Missouri Tigers. If it wasn’t already clear
that Ben loves sports, he also bleeds red, and black and gold.
His uncanny ability to remember humorous movie and television quotes
has convinced him that he’s a funny guy, but one can never be truly
certain.
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149. stonemM A R K E T I N G
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150. ooted in the community
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