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INCREASING SUPPORT OF KEEP A CHILD ALIVE

Strategic Communications Plan: Increasing American Public Support of Keep A Child Alive Joi Chadwick Gonzaga University October 2009

HIV/AIDS is a leading cause of death worldwide and the primary cause of death in Sub-Saharan Africa. In 2007, UNAIDS reported that this area remained the most seriously affected region with an adult HIV prevalence rate roughly five times that of the rest of the world. Approximately 76% of global aids deaths, were in Sub-Saharan Africa while the entire continent of Africa holds only 14.6% of the world population. (2007 Annual,Epidemic Update, 2007, p. 15 ; Miniwatts Marketing Group, 2009) Sixty-one percent of adults in this region living with HIV in 2007 were women, and nearly 90% of the world's 2.5 million children infected with HIV live in these countries. In addition, 12.1 million children under 18 in this region have been orphaned by AIDS. Because of these facts, SubSaharan Africa is perhaps the most important battleground in the global fight against the HIV/AIDS pandemic. Keep A Child Alive (KCA) was founded in 2003 by AIDS activist and film/TV producer Leigh Blake and singer, songwriter, music producer, and entrepreneur Alicia Keys as a non-governmental organization described as a movement dedicated to providing life-saving anti-retroviral treatment, care and support services to children and their families with HIV/AIDS in Africa and India by directly engaging the global public in the fight against AIDS. (Keep A Child Alive [KCA], n.d., p.5) Because KCA provides these direct, vital services, it is crucial that this organization receives continued and increased support from corporate sponsorships and group and individual donors and volunteers. I assume the role of public relations consultant for the organization and propose a plan targeting four key publics to achieve this goal. Situation Analysis HIV/AIDS came to the world's attention in the 1980's when cases of it in Uganda, where it was known as slim, became increasingly common. In 1987, AZT became the first antiretroviral drug (ARV) licensed to treat those with HIV but was unavailable to virtually everyone in Africa. (Zaccagnini, 2009) By 1993, estimates rose to 9 million adults in sub-Saharan Africa being infected with HIV and 1.7 million cases of AIDS. The amount of HIV infections in South Africa had grown by 60% in two years. In the West, effective combination therapy drugs became widely available by 1996 but were too expensive for most people living with AIDS in Africa. ( Zaccagnini) In 2003, just over 1% of the 4.1 million people in sub-Saharan Africa who needed treatment for HIV were able to access it. By 2006, that number had increased to 28%. As of 2008, still fewer than one in three of all sub-Saharan Africans who need treatment are receiving it. (Kanabus, 2009) Even with recent progress and funding and research initiatives, this region faces a triple challenge to provide adequate health care, treatment, and support; reduce number of new infections; and cope with the effects of over 20 million AIDS deaths. (Kanabus)

HIV/AIDS has local and global economic ramifications. As these countries make efforts to manage the toll of HIV/AIDS, the infection deepens poverty, negatively affects government (due to higher mortality rates and increased numbers of elections to fill vacancies), and disturbs national and regional stability and economic infrastructure. Their struggles create greater burdens on other nations who must contribute to their efforts, and, even more, who lose out on benefiting from what these nations might have to offer in more developed states. In its 2008 Report on the global aids epidemic, UNAIDS stated that The HIV epidemic has resulted in historys single sharpest reversal in human development. (UNAIDS, 2008, p. 161) We now have a great ability to prevent and treat HIV/AIDS and to care for those who live with it. Due to medical advances and increased knowledge about HIV/AIDS, Western society (including the United States) has benefited from lower infection and mortality rates. Yet, on the whole, Sub-Saharan Africa does not share the same rate of progress or survival. As Alicia Keys notes: Here in the West we're able to access these medicines, and it's turned AIDS into a treatable disease that you could live with. But millions millions of Africans die. For what? Because they can't afford it? Because they can't access it and the surrounding care? That's crazy. (Sebastian, 2008) Keep A Child Alive steps in to bridge the gap between what those affected by HIV/AIDS have and what they need. In order to do that, KCA must continually raise awareness and funds to support their programs. This is particularly challenging in an environment where many are suffering from compassion fatigue or put simply are tired of caring and tired of being asked to give. Research According to Keep A Child Alive's 2008 annual report, the organization has funded 18 sites in 8 countries (Ethiopia, Kenya, Mali, Rwanda, South Africa, Uganda, Zimbabwe, and India) and saved 50,000 lives at their clinical sites. KCA provides medication, doctors, nutrition, testing, transportation, and treatment for opportunistic infections - all necessary for anti-retroviral treatment to be successful. The organization also builds and sustains orphanages for children who have no extended family to turn to for support. (KCA, 2008, p. 12) In 2008, Keep A Child Alive generated more than $4.6 million in revenues 5% went to fund raising costs, 4% to management and general expenses, and 91% went to program services. One-hundred percent of public donations go directly to lifesaving medications and care. (KCA, 2008, p. 29) Keep A Child Alive has carried on many successful campaigns and programs for raising funds and awareness including the KCA College Program that has raised over $120,000; KCA Kid Power that has raised

$50,825 in various initiatives since 2008; The annual Black Ball Gala raises enough money to fund KCA operational costs and the remainder goes to supported sites and programs. In 2008, the event raised $2.4 million; and Text ALIVE campaign begun in 2008. Mobile phone users text the word ALIVE to 90999 which donates $5 from to the cause by adding a charge to users' phone bills. In 2008, Alicia Keys appeared on the network TV show American Idol to speak about KCA and urged viewers and those in attendance to text ALIVE to 90999. This call inspired over 100,000 people to text raising over $500,000. (Maxfield, 2009) On June 28, 2009, Alicia Keys was honored during the BET Awards with the BET Humanitarian Relief Award. During her award reel, her involvement in KCA was displayed. While accepting the award, Alicia again urged the audience to text ALIVE to 90999. Mobile donations that night were over $130,000 from 26,000 people. With these two incidents alone, the mobile donation campaign has raised more than $630,000 in about a year. (Joos, 2009) Keep A Child Alive has in place many extraordinary campaigns that are working to reach key publics to raise finances and awareness on the path to making HIV/AIDS less of a death sentence in parts of the world so heavily affected by it. As evinced in the statistics and donor lists, the organization has been successful in mobilizing younger children, high school and college age students, many companies, celebrities, charitable foundations, and groups (including national music event audiences) and individuals for the cause. Even in its success, this organization has a momentous challenge ahead and could benefit from plans that constantly adapt to and evolve with the needs of KCA and those it serves and what draws the attention of those it seeks to have involved in its movement: Now in 2009 we really need your help in recruiting people to our cause. Wherever you come from, whatever you do, you can help. You can help a father provide for his family, you can give a teenager a future. You can hand a mother her life back. You can keep a child alive. Please remember giving feels really good. Better than anything. Especially when you know that YOU can be the difference between life and death. (KCA, 2008, p. 20) Therefore, KCA needs to continue to draw these publics and build them. Strengths of KCA's Kid Power and College Program lie, in part, in the fact that 73% of Americas 70 million young people believe they can make a difference in their communities, and that 94% of U.S. youth between the ages of 8-21 report that they want to be involved in making the world a better place. (Keep A Child Alive &

Children for Foundation [KCA & CCF], 2009, p. 6) Engaging young people in these programs appeals to this belief and enables them to be involved in the most vital acts of bettering the world saving lives. The Text ALIVE campaign was introduced during Alicia Keys' 2008 world tour, benefiting from exposure to arenas filled with captive audiences in the thousands who felt at least some connection to Keys through her music. Other strengths of Text ALIVE are the ease of use and viability of the wireless technology. The promotion on American Idol that raised over $500,000 was the first nationwide mobile giving call to action and the largest one-time amount raised through text donations to date. (Maxfield, 2009) The mobile donation promotion was powered by mGive.com, a service that creates a new base of micro donors who can give without using cash or credit cards. (Maxfield) In America there are more than 276 million wireless subscribers and during the month of June 2009, over 135 billion SMS messages were sent. That's an average of almost 500 SMS messages per user in one month. (CTIA The Wireless Association, 2009) And, according to CTIA-The Wireless Association , by 2011, more than half of brands are expected to spend between 5% and 25% of their marketing budget on mobile marketing.(CTIA, n.d.) This means 276 million Americans already have a familiar tool at hand by which they can quickly and easily make donations, and it is important that KCA remain positioned to take advantage of this inexpensive and effective marketing opportunity. A 12-month agreement with one of mGive's mobile giving campaign plans ranges from the $4,788 Bronze Plan (with 100 outgoing messages alloted per month and 4 cents per additional outgoing message) to $17,988 a year for the Gold Plan (with 5,000 outgoing messages alloted per month with 3 cents per additional outgoing message). All these plans come standard with several other features including a Facebook Giving Application, an embeddable web-based donation widget, free incoming messages, and a merchant account. These facilitate donor accessibility, increasing opportunities for revenue. In addition, the fees related to the mGive account would be more than covered in the 5% alloted for fund raising costs. The Black Ball, should it remain as successful or grow, would raise enough funds to defray these expenses with more than $1.7 million left (after event costs) for other operational expenses and to go to KCA sites and programs. The cost of attending the annual Black Ball Gala, a star-studded event where celebrity and philanthropy walk hand in hand, starts as $5,000 for an individual ticket. (Reuters, 2009; Keep A Child Alive, 2009) Gala tables are priced at $50,000 (Reborn, the Premier Gala Table) or $100,000 (Safe and Sound, the Platinum Gala Table) for 10 guests each. Each increase in price represents a greater amount of recognition for the donor in print, on the

KCA website, and from the stage during the event. This is an incentive for companies, socialites, and other groups or individuals who seek opportunities to show social responsibility and exposure for their charitable works. Corporate and larger group and individual donors who sponsor the Black Ball or are recognized for contributions to KCA benefit in the public eye, because 64% of the American public feel that we should continue giving for global health, because its good for all of us in this global family to prevent suffering and poverty. (KCA, 2008, p. 20) And while companies are allowed by the Internal Revenue Service (IRS) to give up to 10 percent to nonprofit organizations, most give only one to two percent. (Caywood, 1997, p. 151) This means that for the majority, they still have eight to nine percent available to give, which is good news for KCA. Keep A Child Alive also has a strong online presence. It maintains and regularly updates its website at keepachildalive.org (which includes a storefront for making donations and purchasing items with proceeds going to KCA programs), a Myspace page, a Facebook fan page and cause application, a Blogspot blog, a YouTube Channel, and a Twitter account. These provide many avenues of access and exposure for the 79% of American adults who use the internet - including 35% who use social networking sites, 52% who watch video on video-sharing sites, and 72% who go online just for fun or to pass the time. (Pew Internet & American Life Project [PIALP], 2009) KCA has also featured advertisements during shows on the Hulu.com streaming video website. Currently, Hulu has a 131 index number 18-34 year olds and a 146 index for 35-49 year olds. This, compared to the base index of 100 which is representative of the demographic make-up of the entire internet population, means that Hulu.com attracts higher concentrations of 18-49 in comparison to the general internet audience. The Hulu estimates for these demographics are also higher than estimates for KCA's website the organization has index numbers of 85 15 points below the internet population and even further below the Hulu population - in both demographics. If Keep A Child Alive renewed advertisement with Hulu, it would likely increase its exposure to this group. Well designed, positive ads during Hulu streams (and in the overall campaign) could also possibly overcome compassion fatigue and the statistic of only 19% of online users who reported making donations to charity online. (PIALP, 2009) Compassion fatigue occurs whenever there is a long-running news story that shows no signs of resolution, which is particularly problematic for an organization such as KCA seeking long-term solutions to such a large-scale problem that has been in the media for decades. By capitalizing on the successes and telling stories of children and families helped and saved in a positive light, KCA turns the message around in their favor. The 2008 report begins with a page that reads In the time it takes you to read this report one more child in Africa...

The audience, from exposure to large amounts of coverage with negative images and pleading ultimatums, would likely guess that the end of that statement is will die, but KCA uses its success to turn it into a positive message that continues on the next page with the words will live. The message then becomes one not of grim possibility and why you should care, but brighter reality and what happens when you do care. KCA must continue to innovate and present positive messages to counter negative public emotions and helplessness regarding humanitarian efforts and charitable giving. Finally, the KCA merchandise costs and revenues are discrepant. The cost of merchandise sales for 2008 was $25,767. (Friedman, 2009) Yet, the revenues totaled $14,808, netting a loss of $10,959. This may be due to the economic downturn as the previous year, 2007, KCA netted a profit $3,504 in merchandise sales. While the organization certainly made up for the merchandising losses in other areas - and just over $14,000 doesn't seem like too great an amount in an organization that deals with multiple millions of dollars, every cent counts. It particularly counts when it can mean the difference between sickness and health, treatment and a lack of it, or life and death for a human being. If KCA can increase traffic to the website and improve marketing of merchandise, it can increase opportunities for revenues from merchandise. SWOT Summary Overall, strengths for increasing support of KCA include appeal to youth eager to make the world better, ease and accessibility of mobile donations, strong online presence, free exposure on select television programs, celebrity ambassadors, public attitudes toward giving for global health, positive economic and social incentives for corporate and large donors, and existing success stories. Weakness include susceptibility to donor compassion fatigue, unstable economy, lower concentrations of site visitors ages 18-49, low percentage of adult online users who report making charitable donations online, and a negative profit in merchandising. Opportunities exist to raise awareness and the level of education about the state of HIV/AIDS in the world and specifically in Africa and India, care for those affected by HIV/AIDS, and save lives. The biggest threats to this initiative are ignorance on the issue and inadequate funding. Message Corporate executives are the first public to target. This public has the ability to contribute direct macro donations to KCA and offer in-kind donations such as providing gifts and services for the annual gala or offering free air or ground travel. This group, especially those in media and health care, can also serve as an intervening

public helping to bring the message to other groups. The primary message to this public, draws on self-interest of economic concern and public perception as good corporate citizens. (Caywood, 1997, p. 149) This message is It comes back to you when you sponsor the life-saving work of Keep A Child Alive with charitable and in-kind donations. Secondary messages are: Purchase a Platinum Gala Table at the Black Ball and receive acknowledgement from the stage, a full-page advertisement in the souvenir event program, and prominent placement of your logo and link on the KCA website Sponsor events or provide goods and services for KCA events or daily operations to alleviate the managerial and fund raising costs so that we can continue to spend 100% of all public donations on KCA sites and programs Your support of KCA and its programs affects the quality of life and local economy in Africa and India, which in turn contributes to development in the global economy that impacts domestic business Contributions to KCA are tax-deductible to the extent allowable by the law. Few companies give the full 10 percent allowed (by the IRS) to charitable organizations. Be among the elite givers. College and high school students constitute public number 2. The primary message in targeting this public is Young people involved in KCA are the leaders today helping make the work better for tomorrow. Secondary messages are: KCA's College Program is one example of how student movements will change the world. Today, students are taking action to fight the injustice and destruction of the global AIDS pandemic. Keep a Child Alive offers students the opportunity for immediate action. In two years, KCA college program grew from one chapter to 300 chapters around the world and has raised more than $120,000. The KCA College Program Chapters are high school and college level, run by student leaders. The student leadership infrastructure also includes the Executive Board of Regional Leaders. These are hand-selected students who had already proven their enormous talents in activism and fund raising High school and college age students have the potential to impact the health of their generation

which is heavily affected by the HIV/AIDS pandemic. Young people aged 15 to 24 account for 45% of new HIV infections worldwide. Many of them lack basic knowledge about HIV prevention. Data from 64 countries indicate that only 40% of males and 38% of females aged 15 to 24 had accurate and comprehensive knowledge about HIV and how to avoid transmission. (UNAIDS, 2009, p. 1) Youth involved in these life-saving projects are building the world in which they will spend their adult lives Texting ALIVE to 90999 makes a simple and vital contribution to KCA's life-saving initiatives. 100% of the proceeds will go to KCA sites and programs, so you know that all you donate will get to people who need it. Parents and teachers of youths ages 5-18 constitute the third public. Due to overlap in values with the high school college age group who also fall in the range of 8-21 years, youths in this age group would also be highly motivated by the prospect of improving the world. Teachers and parents would be motivated by access to programs and lesson plans that supplement their curriculum and encourage healthy habits and civic responsibility. In addition, this group of youths and the parents and teachers who would implement or approve these programs are targets for KCA Kid Power service-learning activities. Primary message Working together for a better world makes kids better! Secondary messages include: Involvement in service yields powerful benefits including: leadership, critical thinking, problem solving skills, responsibility, increased self-esteem, character development, self discipline, improved academic performance, tolerance for diversity, and a broader perspective on the world. These attributes are essential to the educational foundation of our next generation and build a solid framework for lifelong success and civic engagement. (KCA & CCF, 2009, p. 4) KCA Kid Power programs promote healthier living and increase knowledge about an issue that affect many people around the world, including millions of children. Kids like you have raised over $50,000 for KCA. Kids can and they DO! When kids get involved they can add to that and help save the lives of kids all over the world. The fourth public is adults age 22-49. From the data, this group is under represented in site visits to keepachildalive.org, and adults on the whole have a low report of using online time to donate to charity. To get this group more engaged in online participation with KCA and in more donating overall, while being wary of

compassion fatigue, the primary message will be Those surviving due to KCA's efforts and contributions from donors like you are living proof that 'Nobody can do everything, but everybody can do something.' (Joos, 2009) Secondary messages include: Texting ALIVE to 90999 is a simple way to make a small but vital contribution to KCA's lifesaving initiatives. 100% of the proceeds will go to KCA sites and programs, so you know that all you donate will get to people who need it. While you're watching your favorite videos online, presented to you by KCA, take a look at these stories of hope produced through the efforts of Keep A Child Alive programs. Know that even one dollar from you promotes services that save lives. KCA is asking you to give and also to receive. The benefits to helping those most affected by HIV/AIDS contributes to regional and global health and stability. Text ALIVE and please become a monthly donor, continually renewing your commitment to these efforts. Strategies and Implementation Tactics As a non-profit organization, Keep A Child Alive must be determined to use strategies that make the greatest possible use of 'free media,' with very little spent on paid advertising. (Caywood, 1997, p. 485) Total advertising costs for KCA for 2008 were $229,929 up 58% from $145,000 in 2007 (Friedman LLP, 2008, p.). Printing fees totaled $47,206 and consulting fees for the year were $25,420. This adds up to $302,555 for all advertising, print, and consulting expenses. Minus air services, KCA received a total of $423,505 of in-kind donations which covers these expenses leaving a surplus of $120,950. KCA has room to expand upon this by acquiring more in-kind donations to support more of these services, thus raising awareness which is a key step to generating revenues for KCA programs and sites. Public One: Corporate Executives Strategy One To motivate corporate giving and participation in KCA programs through indirect solicitation via free media by an ambassador: Arrange free media appearance with opportunity to address a wide audience including corporate sponsors (such as attendance at awards or fashion shows) At appropriate opportunity (during interview, acceptance speech, or approved moment in

presentation), speak briefly but strongly about the issue Provide examples of life-saving programs implemented or supported by KCA Name some major donors and sponsors Stress to the entire audience the need for more contributions from individuals and corporations

To motivate corporate giving through direct in-person communication between KCA ambassadors, or board members and corporate executives: Set a meeting with CEO's and/or executives to solicit corporate sponsorships, in-kind donations, or direct monetary contributions Provide KCA annual reports and audits to outline the mission of the organization, services and support it provides, revenues and expenses, and lists of past and current donors, including other corporate sponsors Provide a prospectus of future operations and expansions including pictures, facts, statistics Provide a list of needs for in-kind donations in the present and foreseeable future, making sure to mention any that a specific company may be able to offer Provide a list of public recognition available depending on level of support, such as advantages of more expensive gala ticket packages Provide a breakdown of local, regional, and global socioeconomic impact of goods and support services offered to children and families by KCA and partners, including listing positive consequences for the specific company Show KCA to be a fiscally, socially, and morally responsible body An ambassador or board member should follow up the meeting with a direct phone call to those not making an immediate commitment. (Wilson & Ogden, 2008, p. 131) Public Two: College and High School Students To motivate students to become involved in or start KCA College Program chapters by raising awareness and sense of investment using free media and existing KCA online profiles: Schedule a launch date for an integrated streaming media and social networking viral campaign to begin near the end of summer, during the beginning of back-to-school preparations Announce there will be a special message from KCA Global Ambassador Alicia Keys addressed to

high school and college students be released on a selected opening date Release mysterious or cryptic messages and/or video via YouTube, Twitter, Facebook, Myspace, and the KCA website in the interim time between the launch of the campaign and the opening date to generate buzz Include small tidbits about KCA along with the cryptic messages during the interim phase Within the first 2-3 weeks of the school year (estimating by national school calendars), hold the opening day during which the message from Alicia Keys is available via the previously mentioned sites Have Alicia Keys announce a strong push for young adult involvement over the next year, including an increase in involvement in KCA College Program chapters, with a visit and special performance for one or several KCA college chapters going above and beyond during the school year (based on merits such as fund raising efforts, education and awareness campaigns launched/continued, and increases in active membership) Announce information on how to get involved with or start a KCA College Program chapter Follow up during the second semester with visits and performances for college chapters who have exhibited extraordinary efforts during the school year To motivate campus organizations, clubs, honor societies, and Greek organizations to raise funds and awareness about the HIV/AIDS pandemic and KCA by direct mail correspondence: Send direct mail to groups' campus mailboxes, presidents or officers in charge of correspondence, or advisors/sponsors. Address as correspondence specifically and personally as appropriate while maintaining a professional tone In the mailing, include values KCA embodies that appeal to the membership of the receiving organization and fit with the purpose and objectives of that group Discuss necessity and impact of KCA including statistics, funds raised, and personal narrative of those helped by programs or at sites Talk about the importance and potency of the younger generation (including the range of this target group 18-22) in shaping the future List ways organizations can get involved and ways they can make group donations

Provide contact information and links to learn more about KCA online, including the main website, Twitter account, Facebook page and application, and blog

Close by thanking the organizations for their time and reiterate hope that they will contribute to KCA and save lives

To encourage individual high school and college aged students to contribute to KCA via the Text 'ALIVE' campaign through solicitation on campuses: Have local KCA chapter members, regional representatives, or volunteers reserve space or stake positions in well-trafficked places or notable landmarks on campus such as near the bookstore, in the student center, at designated fund raising locations, in the quad or plaza, or near mascots or statues. Representatives appear welcoming, friendly, vocal, and possibly quirky (as applicable) to solicit passersby to stop by their location and learn more about what they represent Include appropriate and effective visual aids such as a large cardboard cutout of a cell phone or the word ALIVE and the number 90999 displayed prominently Provide passersby with small cards that briefly outline what KCA does, why, who is involved, the health and economic impacts on world youth Invite passersby to immediately take the small amount of time to make a $5 donation by texting ALIVE to 90999 After donors send the text and show the response text, have them sign a list that will be part of a large display at the end of the specific fund raising drive Follow up with a large display in a prominent place on campus and/or during an event (such as half time at a basketball game) that includes the names of all those who gave during the local Text 'ALIVE' drive and has a meaningful center message such as I saved lives by Texting 'ALIVE' to 90999! Public Three: Teachers and parents of youths ages 5-18 To get more youth involved in KCA Kid Power by encouraging more teachers and parents to use KCA lessons and service projects during Parent Teacher Association (PTA) meetings:

Schedule an attendance at a PTA meeting to propose the adoption of KCA Kid Power lessons and projects

Bring informational materials including KCA Kid Power organizing kits and reference documents provided on the KCA website to be able to offer statistics, testimonials, pictures, stories, and sample lesson plans

Discuss the impact issues addressed in KCA Kid Power have on all youth and the positive consequences of awareness

List the social and character benefits of children becoming more aware and engaged in service projects like KCA Kid Power including improved self-esteem, better academic performance, critical thinking and problem-solving skills, self-discipline, leadership, and broader perspectives

Stress that KCA will not replace any state mandated HIV/AIDS education, but will act as a vital supplement and a way for children to put the knowledge gained into practical and positive use

Answer any questions as best and completely as possible and refer parents and teachers to sources of more information

Check in to see if parents and teachers chose to use KCA Kid Power and get feedback on why or why not

Public Four: Adults age 22-49 To increase Text ALIVE, monthly donor contributions, and KCA website visits from adults ages 22-49 by strategically placing advertisements during Hulu streaming video: Contact ad sales department at Hulu to find out about pricing of advertisements Reminding the department of KCA's non-profit status, ask about discounted prices or in-kind donations of bandwidth and placement during streaming media Negotiate for ad placement during media most likely to be have an audience of the target age range or during times of highest concentration of site visitors Prepare banner and streaming media ads to be used Send Hulu KCA's chosen advertisements, including those aimed at marketing Text 'ALIVE' Analyze data comparing receipt of messages to 90999 with peak Hulu viewing times and data regarding amount of monthly donor contributions received since starting the Hulu campaign

Analyze site visitor data indicating visits to KCA website launched from links on Hulu site or visits to KCA site immediately following Hulu visits Measurement of Success

The success of these strategies will be measured by the achievement of main objectives: draw in more corporate sponsors; increase in-kind donations, focusing on advertising, print, and consulting donations; increase macro donations; increase in number of KCA college chapters and members; increase in number of youth involved in KCA Kid Power; increase in mobile donations, increase in total micro donations; increase in the number of monthly donors; and overall increase in revenue. A simplified model for integrating these goals into a time frame is 1 in 2 - increase each area by 1 percent every two months. At the end of each bi-monthly period, KCA would each campaign to see it's progress and make any necessary adjustments. Any areas not experiencing six percent growth at the end of the year, would undergo evaluation to determine future use. This model would be put into effect January 1, 2010 to be measured fully and most accurately by the end of the year audit. Should this be successful, it would be documented in the annual report and audit as a 6% increase across the board in the period of a year.. An example of success in the main category of measurement, overall revenue, would be to generate $4,917,510.66 in total revenues for 2009 (had this model gone into effect January 1, 2009) an increase of $278,349.66, or six percent, over the year. CONCLUSION Keep A Child Alive is a powerful organization with many campaigns and plans already in effect that are contributing to their overall goal to fight HIV/AIDS and save lives. KCA is not invulnerable, though, and it is subject to strengths, weaknesses, opportunities, and threats just as other organizations are. KCA must continue to evaluate its campaigns, approaches, and programs to find out what works, what no longer works, and what might work better to help it achieve its goals. It must innovate to find ways to satisfy unmet needs of the organization itself and those it serves.

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