FINAL PLANBOOK 5-6

Prepared for:
Pennsylvania Association For Nonprofit Organizations
PANO
2040 Linglestown Road., Suite 302
Harrisburg, PA 17110
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
An Information Campaign
PLANBOOK
Teleios
Communicaion
Agency
“Contenders for Perfection”
A Millersville University of Pennsylvania student-run public relations agency

Kiara Allen Account Executive
717-557-2857
kjallen@millersville.edu
Dawn Cheron Research Director
Amanda Hilderbrandt Creative Director
Dominique Glisson Copy Director
Teleios
Communicaion
Agency

Teleios
Communicaion
Agency
Kiara Allen Account Executive
717-557-2857
May 6, 2015
Anne Gingerich, MSW
Executive Director
Pennsylvania Association of Nonprofit Organizations (PANO)
2040 Linglestown Road, Suite 302
Harrisburg, PA 17110
Dear Anne Gingerich,
On behalf of Teleios Communication Agency, a Millersville University student-run public relations agency; I am submitting
the plan book for your, “PA Nonprofit Awareness: Serving Communities, Serving our State, Shaping the Sector” campaign.
Dr. Jennifer F. Wood, associate professor, was the faculty supervisor who oversaw this project every step of the way. The
proposed campaign type will be informational, which will inform/educate the key publics chosen for this campaign.
PA Nonprofit Awareness: Serving Communities, Serving our State, Shaping the Sector Campaign will be during the month of
November; we have outlined a day, week, and month timeline per your request. Although PA Nonprofit Awareness will be
held during the month of November, I suggest that planning and preparation begin on May 1, 2016. The intended campaign
time period is contingent on which time frame is chosen (day, week, or month).
Upon several client meetings, our agency has come up with our proposed plan for the upcoming 2016 fiscal year. The
proposal lays out our goals, objectives, strategies and tactics that PANO can utilize before and during the campaign. Teleios
Communication Agency has been working hard on the preliminary phase, preparing for full implementation should you
decide to execute the campaign.
To encourage long-lasting mutually beneficial relationships, our team developed three campaign calendars and timelines. In
doing this, we believe that PANO will be able to make an informed decision on which time-frame to choose. When initially
asked to help PANO, you wanted a cost-effective celebration. For apparent reasons, a PA Nonprofit Awareness Month would
be ideal in capturing, engaging, educating, and informing your key publics. However, a month-long celebration has the
potential to be very costly. The PA Nonprofit Awareness Week would be the next best option because it is cost-effective and
would still be able to reach your intended publics.
Finally, I would like to thank you for the opportunity this campaign gave us to develop ourselves as future public relations
professionals which will be invaluable for future projects in the real-world working environment.
Sincerely,
Kiara J. Allen
Account Executive
Teleios Communication Agency
Enclosure: PA Nonprofit Awareness: Serving Communities, Serving our State, Shaping the Sector plan book

Executive Summary
Teleios Communication Agency is a student-run public relations agency located in
Millersville, Pennsylvania. Teleios is made up of creative individuals who specialize in
creating change and inspiring each other and our clients to achieve the highest outcome.
Because of our small size, small details are never overlooked. Our independence
grants us the leeway and competency to pursue and implement the broadest range of
ideas and actions, and to lead the way forward. We offer expertise in crisis and risk
management, data visualization, digital communication, employee engagement, financial
communication, litigation communication, media relations, and much more. These are
just a few things that Teleios Communication can execute for our client to exceed their
expectations.
The target public for this public relations information campaign is divided into two
main groups: primary and secondary. The primary group is made up of formal/informal
opinion leaders and nonprofit volunteers and employees; while the secondary group is
made up of various news outlets such as PennLive, WGAL, CBS21, and Abc27; the general
public such as volunteers, private affiliations including libraries, YMCA and regional
nonprofit associations/foundations.
With the current volunteers, employees and informal/formal opinion leaders will be
based on internal communication while the general public, the second group made of
news outlets will help publicize PA Nonprofit Awareness campaign. Each public will
require different modes of communication to convey the message, most effectively.
Key Publics
Overview
The proposed narrative budget has been created with low-cost in mind; although there
are moderate and high costs, they may be omitted based on the needs of the company.
A substantial part of the campaign budget will be allocated to the tool kit that will
be formulated for print media such as press release samples, fact sheets and flyers.
Additionally, locating sponsors and donations will help diminish venue and food costs
for events. However, potential news stories will also be pitched to local news stations,
newspapers and relevant publications to further publicize the nonprofit awareness
headed by PANO.
Budget
The intended goal in proposing a month-long information campaign, beginning on
November 1, 2016, is to raise awareness of and to educate PANO’s key publics of the
nonprofit sector and its benefits through the initiation of a nonprofit month, week, or
day. Through primary research, the account executive and research director have created
a content analysis that includes observations of nonprofit awareness days, weeks, and
months on all 50 states’ nonprofit associations. Additionally, we included in the content
analysis report the states that did not have record of a nonprofit awareness campaign.
Through the execution of our goals, objectives, strategies and tactics, the campaign will
Research & Situational Analysis

spark the interest of PANO’s target audience. By the end of the year 2016, PANO will
have increased and educated their target audience exponentially. At the conclusion of the
month-long campaign there will be:
• An increase in the amount of memberships to PANO.
• Changed attitudes towards the nonprofit sector.
• The celebration of the sector and the great work that should be recognized.
The ultimate goal for this informational campaign is to initiate a statewide nonprofit
awareness event that will effectively communicate to Pennsylvania the value,
importance, and impact of the nonprofit sector.
Goals
The objectives toward the execution of this informational campaign are outlined to build
and maintain media relations; develop social networking; and to generate conversation
about nonprofit’s commitment to serving communities, serving the state, and shaping
the sector.
Objectives
The strategies and tactics reflected in this plan book were designed to place a high
priority on community engagement as it relates to the unity and sharpening of the
sector. To correspond with the goals and objectives of this informational campaign are
proactive strategies, reactive strategies, organizational tactics, media tactics, advertising
and promotional tactics.
Our proposal includes an outline of tactics for a potential nonprofit awareness day, week,
or month. In giving options to PANO, we have outlined the three time frames of day, week
and month so that we are giving them deliberate freedom to choose which one would
work for PANO if they decide to put in action the campaign that we have created for
them.
Proactive Strategies
• Place a high priority on community engagement with informal/formal opinion
leaders, university students, and the sector as they relate to the unity and sharpening of
the sector.
• Form new alliances with informal and formal opinion leaders, nonprofit
volunteers and employees.
• Initiate news activities focused on the enacting of nonprofit awareness; tie in
Senate Bill IV update to 501(c)(3)—charitable nonprofits—to get publics involved.
• Engage in transparent communication to allow university students, nonprofit
volunteers and employees to observe the sectors efforts to produce changed attitudes
among key publics.
• Involve university student populations in celebrations and other special events
focused on the revitalization of nonprofits in the sector.
Reactive Strategies
• Engage in a series of podcasts—leading up to November—with partners, WITF
called Nonprofit Awareness: Serving Communities. Serving our State. Shaping the Sector.
• Host Nonprofit Awareness: Serving Communities. Serving our State. Shaping the
Sector. gala for informal and formal opinion leaders, allies, media, and regulators—fun
environment—fostering long-lasting relationships/alliances.
Strategies & Tactics

Target Core Messages Communication Platform
External Publics.
Messages are direct and
powerful. They speak knowingly
to our external publics.
Nonprofits can improve
the quality of life for many
Pennsylvanians. They
[nonprofits] can provide a loving
home, a meal for an individual
in need and create a sense of
belonging.
Many who are reluctant to help
in their community believe that
they won’t make an impact.
People would not know what
is going on in the community
without nonprofits
Nonprofits can divide
communities.
Positive discourse
Resistance skills
Negative consequences
Internal Publics.
Messages are direct and
powerful. They speak knowingly
to our internal publics.
Lack of adequate funding could
disable nonprofits from helping
those in need of their services
and benefits.
Many nonprofits believe they
cannot make as high an impact
because of lack of financial
support.
It is essential for nonprofits to
show their communities why
they are a necessity in society.
Building and maintaining
long-lasting partnerships will
enable you to do more for the
community.
Negative Consequences
Resistance skills
Normative education
communicates that nonprofits
are best for the well-being of
Pennsylvania
Positive Consequences
The key message crafted for this information campaign is to focus on the state-wide
initiative celebration; PA Nonprofit Awareness: Serving Communities, Serving our State,
Shaping the Sector.
Message Strategies
Messages are the essential building blocks of the campaign. They provide focus and
context when consistently delivered in an integrated fashion through all communications
vehicles, such as advertising, press releases, brochures, and speeches.
Key Message
•Distribute flyers and e-invites for special events to university students
Pennsylvania Association of Nonprofit Organization will develop the following news
media tactics to publicize its dedication to consumer safety and demonstrate its
statewide celebratory initiative for the nonprofit sector in Pennsylvania.

TABLE OF CONTENTS
Research
Introduction..........................................................................................................................1
This section introduces the Pennsylvania Association of Nonprofit Organizations (PANO), containing .... .
its mission, values, immediate goals, past public relations, need for public relations efforts, and
current staff.
Background..........................................................................................................................3
This section provides background information pertaining to PANO’s history, internal relationships, ........ .
services provided, and sources of funding.
Situational Analysis..............................................................................................................5
This section includes secondary research of the nonprofit sector, as well as an extensive analysis on ......... .
PANO’s internal and external business environment including: SWOT Analysis, Force Field Analysis, ......... .
Expert Interview, Real State Analysis, and Ideal State Analysis.
Opportunity Statement..........................................................................................................7
This section summarizes the opportunity PANO stands to gain from implementation of this ......................... .
informational campaign.
Identification of Publics.........................................................................................................8
This section identifies, categorizes, and defines major and key publics influential to the desired .................. .
outcomes of this informational campaign.
Summary of Research Report.............................................................................................. 10
This section summarizes primary research findings linked directly to PANO’s opportunity statement, ..... .
including content analysis.
Action
Theoretical Framework.......................................................................................................14
This section elaborates on the diffusion of innovation theory as it pertains to PANO and the need for ....... .
this informational campaign.
Goals .............................................................................................................................15
This section includes PANO’s desired outcomes from this informational campaign.
Objectives..........................................................................................................................16
This section outlines the steps necessary to accomplish goals of this informational campaign.
Communication
Key Message......................................................................................................................17
This section specifies the theme of this informational campaign.
Strategies..........................................................................................................................18
This section elaborates on a range of actions for PANO to effectively communicate to its key publics for . .
the implementation this informational campaign.

Tactics .............................................................................................................................23
This section provides an inventory of action and communication tools for PANO to effectively implement
this informational campaign.
Evaluation
Evaluation Plans................................................................................................................25
This section indicates specific methods for PANO to collectively measure the effectiveness of each ............. .
goal, objective, strategy, and tactic of this informational campaign.
Feedback and Program Adjustment....................................................................................26
This section indicates specific methods for PANO to receive evaluation feedback and make program ........ .
changes, as necessary, for this informational campaign.
Appendices

In This Section:
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
Research
• Introduction
• Background
• Situational Analysis
• Opportunity Statement
• Identification of Publics
• Summary of Research Report

Introduction
1
The Organization.
Pennsylvania Association of Nonprofit Organizations is a statewide
organization founded in July 1984. PANO’s goal is to develop, plan, and
implement a statewide initiative that will educate and/or inform the
general public about nonprofits in Pennsylvania; and will demonstrate
the importance and impact of the sector on the economy.
• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •RESEARCH•
This section introduces
the Pennsylvania
Association
of Nonprofit
Organizations (PANO),
containing its mission,
values, immediate
goals, past public
relations, need for
public relations efforts,
and current staff.
Mission.
“PANO amplifies the impact of the community benefit sector
through advocacy, collaboration and support.”
Values.
PANO values the community and they “envision a vibrant, thriving
community where people realize their highest aspirations.”
Immediate goals.
The immediate goals of PANO are to initiate a statewide PA
Nonprofit Awareness day, week, or month that will educate and/
or inform the general public about how nonprofits in Pennsylvania
demonstrate the importance and impact of the nonprofit sector;
raise awareness and celebrate the great work that nonprofit do in
10 regional communities throughout Pennsylvania; demonstrate to
a minimum of 10,000 people of their external publics the value,
importance, and impact of the sector to Pennsylvanians.
Past public relations efforts.
Anne Gingerich, PANO’s new Executive Director as of December
2013, traveled the state of Pennsylvania as a result of a Listening
Tour; to learn about the strengths and resources needed of
communities around the state. The goal of the listening tour was to
learn how PANO can best support the PA nonprofit sector. They are
willing to learn the best methods that should be used to continue to
sharpen the PA nonprofit sector. In addition to that, PANO feels that
it is their duty to walk alongside nonprofits to celebrate the great
work that has been and will continue to make Pennsylvania a great
place to live, work, and play.

Need for public relations efforts.
PANO is relying on Teleios Communication Agency’s campaign to create a PA Nonprofit Awareness
day, week, or month. We have titled this information campaign PA Nonprofit Awareness: Serving
Communities. Serving our State. Shaping the Sector. The main objective in implementing the
PA Nonprofit Awareness campaign is to place a high priority on community engagement with
informal/formal opinion leaders, university students and the sector as they relate to unity and
sharpening the direction of the sector. Additionally, forming new alliances with key publics and
initiating news activities focused on the enacting of PA Nonprofit Awareness.
The campaign will utilize social media platforms, Twitter and Facebook. The campaign will also
encourage key publics to help in making Pennsylvania a better place to live through patronage and
volunteering. The campaign will also distribute news material proposals such as press releases
and talking points to attract media to nonprofit awareness. The utilization and distribution of a
toolkit will be used to help further the message of nonprofit awareness to the general public in the
various regions in Pennsylvania.
2• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •RESEARCH•

Background
3
History.
Located in Harrisburg, Pa, the Pennsylvania Association of Nonprofit
Organizations (PANO) was founded in 1984. Originally known as the
Delaware Valley Council of Agencies (DVCA), the name changed in
1992 when they reorganized as a statewide advocacy organization.
PANO moved to Pittsburgh around 1990, and opened a computer lab.
The organization went dormant sometime around January of 1994.
In 1995, PANO was reorganized through the financial and motivational
leadership of the Huston Foundation of Conshohocken and the
Stewart Huston Charitable Trust of Coatesville. A new Board was
recruited and staff was hired to open an office in Harrisburg. A
Pennsylvania Economy League study, commissioned by PANO in 1990,
served as a roadmap for the setting of priorities.
Between the years of 1995 and 1997, PANO demonstrated advocacy
leadership by facilitating the charity coalition (Charities Build
Communities) for passage of Pennsylvania Act 55 of 1997, the Purely
Public Charities Act. Pennsylvania’s Act 55 incorporated the Federal
law for charitable exemptions, with a unique set of Pennsylvania
specific requirements. This landmark legislation went on to become a
model for other states as they addressed issues around tax exemption
and unfair competition issues.
From 1998 through 1999, PANO provided a 501(c)(3) umbrella to
the BuildPEN Partnership from April 1998 through September 1999.
BuildPEN was a partnership of teachers and businesses that wired
Pennsylvania schools to the Internet.
Staff.
Prior to our initial visit on February 27, 2015 PANO was made up of
the following producers:
Anne L. Gingerich, Executive Director
Lauren Henicle, Communication Coordinator and Office Manager
Britton Miller, Director of Public Policy & Civic Engagement
Tish Morgan, Standards of Excellence Director
James Eirkson, Director of Community Partnerships and Learning
PANO has managed to keep the same employees on board to
demonstrate their mission since our initial meeting.
This section
provides background
information
pertaining to PANO’s
history, internal
relationships, services
provided, and sources
of funding.
• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •RESEARCH•

Services.
PANO offers a strong collaborative voice for Pennsylvania nonprofits to advance critical policies
on state and federal issues affecting the sector. PANO pinpoints the critical role nonprofits serve,
increasing respect and support for their members and the nonprofit community. One service that
PANO provides is for potential nonprofits and individuals to become members. The membership
grants access to a variety of affordable and relevant tools, resources and events; connecting
organizations to more knowledge and ongoing trends.
Among the resources that PANO provides are online educational opportunities that help
organizations move to the next level. The provided trainings and events, such as conferences,
allow the opportunity to come together as a sector, share ideas, develop and maintain long-lasting
relationships and receive expert help on current issues and trends regarding the nonprofit sector.
In addition, PANO members receive a discount on all PANO trainings and discounts on trainings
offered by PANO partners, Idealware and The Nonprofit Center at La Salle. PANO members will
receive a plethora of free resources online and they will also have the chance to use the Standards of
Excellence code book to examine where their organization stands and how they can improve.
Funding.
PANO primarily receives funding in two ways. First, PANO may apply for grants usable for a specific
purpose to provide something tangible for its members to either attend or receive. Second, PANO
is heavily supported by membership dues received annually from current member organizations.
PANO also receives a significant amount of money from sponsors when they host events, like the
conference they hosted in 2014 that raised $15,500 in sponsorships.

Situational Analysis
Analysis of organization.
Internal Environment
The Pennsylvania Association of Nonprofit Organizations (PANO)
is a statewide membership organization who serves the nonprofit
sector in the Commonwealth of Pennsylvania. PANO takes on
several roles including helping to build, maintain, and highlight the
excellent service that nonprofits bring to the table. In the summer
of 2014, PANO underwent a change in leadership which provided
the opportunity to reevaluate the organization’s relevance as a
state association. The board and the new Executive Director, Anne
Gingerich, decided to conduct an analysis with PANO members and
community members to hear their needs and to determine how
PANO can play a role in meeting those needs. The association has a
total of five employees. Each employee has their own office with PC
computers that include the Microsoft Suite, and the organization has
an e-newsletter that is not updated regularly.
Public Perception
PANO sees its reputation as being a beneficial, relatively inexpensive
(membership priced on sliding scale), practical and essential
ingredient in the nonprofit sector in Pennsylvania.
External Environment
Nonprofits have been an essential part of the economy dating back
to the World War I era. Nonprofit associations have given nonprofits
the chance to shine through a larger entity being the gatekeeper of
information. As PANO has said, they do not want to look at other
nonprofits as competitors, rather partners in working together to
achieve a common goal which is to continuously show the general
public, opinion leaders, community leaders, and elected officials the
benefits and needs of the sector. During the recession, while for-profit
businesses struggled with decreased revenues causing significant
downsizing, high unemployment rates, and record breaking home
foreclosures, the nonprofit sector continued its pattern of growth.
Additionally, general research shows that the Pennsylvania nonprofit
sector employs almost 13.3% of the state’s workforce and generates
$109.8 billion in annual revenues (https://nonprofitquarterly.org/
policysocial-context/23359-infographic-what-is-driving-nonprofit-
sector-s-growth.html).
This section includes
secondary research
of the nonprofit
sector, as well as an
extensive analysis on
PANO’s internal and
external business
environment including:
SWOT Analysis, Force
Field Analysis, Expert
Interview, Real State
Analysis, and Ideal
State Analysis.

Force field analysis. (See Appendix A1)
The Force Field Analysis determines the restraining and driving forces useful for making decisions
within an organization. It will assist PANO in the decision-making process by analyzing the forces
for and against a change, and helped Teleios communicate the reasoning behind the tactics and
strategies developed for the proposed campaign. There are two purposes for a force field analysis:
• To decide whether to go ahead with the change;
• To increase your chances of success, by strengthening the forces supporting change and
weakening those against it.
SWOT analysis. (See Appendix A2)
Strengths
The Pennsylvania Association for Nonprofit Organization’s Standard of Excellence code enables
PANO to be concerned with the unity of the nonprofit sector. Of the 834 nonprofit organizations
currently served, PANO has maintained a strong retention rate—up to 90 percent. PANO’s active
involvement in the community is supported by the past year’s innovative listening tour.
Weaknesses
PANO struggles with building upon established relationships and does not utilize affiliated
organizations as resources. In addition to PANO’s low level of awareness, which may also be
contributed to by its lack of branding consistency, the organization suffers from poor internal
communication. PANO’s budget has not allocated funds for its intended real state.
Opportunities
PANO has the advantage of the large amount of nonprofits statewide and can capitalize on such by
keynote speaking at conferences hosted within the sector. In enacting a contribution to nonprofit
awareness month, PANO may use conferences, workshops, and events to engage both internal and
external publics.
Threats
PANO’s budgetary parameters contribute to its lack of resources.

Opportunity Statement
Opportunity statement.
PANO has the opportunity to increase awareness of the nonprofit
sector through the initiation of a statewide celebration that will
educate and inform the general public of how Pennsylvania nonprofits
contribute to the economy and quality of life. In keeping with the key
message, PA Nonprofit Awareness: Serving Communities, Serving our
State, Shaping the Sector; PANO will have the opportunity to establish
mutually beneficial relationships with its key publics; formal/informal
opinion leaders, media and the general such as current and potential
college students, residents and community employees.
This section
summarizes the
opportunity PANO
stands to gain from
implementation of
this informational
campaign.

Identification of Publics
Major publics.
PANO’s Members —Nonprofit organizations who are members of
PANO.
• Current members
• Potential members
PANO’s Producers—PANO employees, interns, donors, bank (finances)
PANO’s Enablers—JRG Advisors, Board of Directors, Alliance for
Nonprofit Resources, Bayer Center for Nonprofit Management, The
Nonprofit Center at La Salle University’s School of Business, The
Nonprofit Partnership, Nonprofit Talent, Nonprofit & Community
Assistance Center, National Council of Nonprofits, Standards for
Excellence, and Media (WITF, WGAL, ABC27, CBS21, Patriot News,
etc.)
PANO’s Limiters—Regional foundations (Lancaster County
Community Foundation), National & Global Associations (YMCA),
unfriendly media, and negative opinion leaders.
Key publics (See Appendix A3)
Intercessory publics—media, formal/informal opinion leaders,
community leaders, elected officials (Bob Casey Jr, Pat Toomey, Tom
Wolf, and 17 PA House of Representatives).
Informal Opinion Leaders
Formal Opinion Leaders
Media
PANO’s Members—the nonprofit organizations that are PANO
members and potential nonprofits that are not members of PANO.
Apathetic Public—formal opinion leaders—the formal opinion
leaders such as legislators and other elected officials; this public
knows of the nonprofit sector and most likely knows of the nonprofit
sector as being an essential part to our economy, but simply does not
care until they realize the nature of concerned issue. When a cause is
lobbied for, that is how opinion leaders form their opinions and serve
as a trustee to the state of Pennsylvania and the United States.
Latent Public—nonprofits in PA—the nonprofits in Pennsylvania
share in the issue with PANO in that a nonprofit awareness day,
week or month could/should be enacted to bring the sector together,
This section identifies,
categorizes, and
defines major and key
publics influential to
the desired outcomes
of this informational
campaign.

however the nonprofits do not recognize this situation or its potential for two reasons:
1) PANO does not have a relationship with the nonprofit sector in its entirety in Pennsylvania.
2)Regional organizations may already have a day, week or month-long celebration celebrating
the nonprofits in their designated areas (i.e. Lancaster County Community Foundation’s
24-hour Give).
Active Public—PANO members—PANO members are an active public due to the realization of
reaching the fullness of what is identified as a public. PANO members are discussing and acting on the
shared issue at hand by coming to an agency to help in the development of the planning and research
phases of enacting a nonprofit day, week, or month for a statewide initiative that celebrates the great
work that nonprofits do.
Aware Public—Media & partners—this public recognizes that it shares an issue and perceives the
consequences as being relevant, but it is not organized to discuss and act on the issue. With the
implementation of the campaign, tools such as news releases and partnering will allow for this public
to organize themselves to share about the issue to the general public.
Non-public—General public (Generation Y, Generation X, etc.)—this group does not share any issues
with the organization and no real consequences exist to or from this group of people. At this level,
the general public, if the campaign is implemented correctly, the general public could be of great
significance to nonprofits as a whole. If implemented during the proposed time frame, and with the
goals, objective, strategies and tactics, this public will then become a latent public.
Benefit Statement.
The Pennsylvania Association of Nonprofit Organizations offers its current and potential members,
the general public, media and partners the opportunity to increase the diffusion of knowledge of
the nonprofit sector. Additionally, with the diffusion of knowledge comes a statewide initiative that
celebrates the great work that nonprofits are generating to keep the economy healthy.

Summary of Research ReportAbstract.
This essay examines the nonprofit sector of Pennsylvania as it applies
to the implementation of a nonprofit awareness day, month, or week.
It examines what other states are doing for their nonprofit awareness
month, day, or, week providing suggestions on how to increase
community engagement and build relationships with legislators.
Introduction.
Nonprofit organizations across the United States have had an positive
impact on the economy and the communities they serve. PANO serves to
amplify the impact of the community benefit sector through advocacy,
collaboration, learning, and support. With the implementation of a
nonprofit awareness month, day, or week, PANO can help provide
awareness to the nonprofit sector. Research has been done by
pruning through all 50 states and finding out what states have already
implemented a Nonprofit Awareness campaign to see how PANO can
incorporate a Nonprofit Awareness day, week, or month, as well as to
celebrate and acknowledge the work of the nonprofit sector.
Expert interviews were conducted to develop a clear direction of what
PANO wishes to accomplish during this campaign. We aimed to gain
clarity and understanding of the organization and its key publics in
order to develop a clear key message and tactics. During the expert
interview, it was reveled that PANO wants to develop a project outline
to implement Nonprofit Awareness Month. For previous research
purposes, PANO launched the Listening To PA, Listening Tour to learn
about the strengths, resources and needs of Pennsylvania communities
and nonprofit sector. Some successful tools that PANO has found useful
for community engagement has been speaking engagements and
listening tours. PANO discovered the top five things people love about
their communities are: talented generous people who care deeply
about the community; natural beauty, rural areas, and recreational
opportunities; the aliveness and forward movement; the rich history
and landmarks; and their communities size and location.
Our research questions are as follows:
RQ1. How did you hear of the organization PANO?
RQ2. What nonprofits or groups are being missed by the
organization that could help enhance PANO’s mission?
RQ3. Through the use and declaration of a Pennsylvania
Nonprofit day, week, or month, how can PANO develop
a better comprehension of the economic benefits of the
nonprofit model to internal and external publics?
RQ4. What strategic action should PANO perform to enhance
the awareness of the organization to the community?
This section
summarizes primary
research findings
linked directly to
PANO’s opportunity
statement, including
content analysis.

Methods.
A qualitative content analysis was conducted on three states that participated in nonprofit awareness
month, week, or day. The analysis was conducted to provide suggested activities and events that PANO
can implement within their nonprofit awareness day, month, or week. Before the three states were
chosen, an analysis on all fifty states was conducted. Out of the states, Idaho, Delaware, and Colorado
were intentionally chosen based off of their events, available content, and time frame.
Content analysis.
PANO aims to propose the implementation of a Nonprofit Awareness day, week, or month. Research
has been done by pruning through all 50 states and finding what states have already implemented a
Nonprofit Awareness day, week, or month to see how PANO can incorporate a Nonprofit Awareness
day, week, or month to celebrate and acknowledge the work of the nonprofit sector. Three of the 50
states, Delaware, Idaho, and Colorado, were selected for in-depth analysis, based on location and
effectiveness of contribution to nonprofit awareness.
Delaware Alliance for Nonprofit Advancement, DANA, believes the quality of life for Delawareans is
improved because nonprofits are delivering on their missions efficiently and effectively. As the leader
of the nonprofit sector, and the organizer of Nonprofit Awareness Month, DANA’s goal is to educate the
public around the efforts of nonprofits in their communities that impact quality of everyday life for all
Delawareans. Delaware holds their nonprofit awareness month in November. This month is chosen
because it is before the holidays and before legislators are back in session in January.
Nonprofit organizations are beneficial to the US economy. DANA’s goals include informing Delawareans
of facts, such as, “More than 60,000 individuals are employed by nonprofits in Delaware. There’s over
$2.6 billion each year in nonprofit employee payroll. 14% of all employed Delawareans are employed
by a nonprofit. More than 93,000 volunteers reported, for a total of 1.4 million hours across the state.
Hours volunteered at Delaware nonprofits is valued at $31 million. The Delaware nonprofit sector
generated $5.3 billion in revenue.”
Delaware offers suggested activities that other nonprofits can participate in, including National
Philanthropy Day on November 15. Philanthropy day includes a full day leadership development
conference. DANA also provides an outlined list of events for the month including fundraisers, dinners,
and open houses. One of the main events DANA focuses on are Delaware nonprofit advocacy days.
Advocacy days are held on November 12th and 13th. DANA encourages nonprofits to take their
messages and concerns to legislators. These Advocacy Days were created for legislators to get to know
nonprofit organizations across the state, and familiar with some of the great work they are doing.
DANA includes many helpful items in their toolkit and instructions on how to utilize each item. Some
items included are information and updates on Grant-In-Aid, resources and background information
on DANA, and where to find your Elected Officials. DANA’s suggested action calendar is a great way to
encourage other nonprofit organizations to participate and join the conversation, displaying DANA
member events and events non-members can participate in. The toolkit provides nonprofits with
information on Advocacy Days, Philanthropy Day, and #GivingTuesday. There are printable flyers for
photo opportunities and displays that nonprofit organizations across the state can use to show support
of Delaware’s Nonprofit Awareness month.

12
Like Delaware, the state of Idaho celebrates Nonprofit Awareness Month in November. The Idaho
Nonprofit Center delivers education regarding the contributions that nonprofits make every day in
communities across Idaho to create a better understanding about the value, importance and impact
of the sector. The Idaho Nonprofit Center is dedicated to mobilizing charitable nonprofits across the
state to raise public awareness about the nonprofit sector; educating nonprofit stakeholders about the
valuable contributions that nonprofits make to enrich communities and the economy; encouraging
Idahoans to support nonprofits through volunteerism and philanthropy. Idaho’s key messages are
to Reach Out to Government, Reach Out to Community, and Reach Out to Media. Similar to Delaware,
Idaho also lists suggested tactics that nonprofit organizations can replicate.
Nonprofit organizations have free range in determining how they want to contribute to nonprofit
awareness. Colorado celebrates Nonprofit Week in the duration of March 16th-20th. The purpose of
Colorado Nonprofit Week is to educate the public and create a better understanding of the value and
importance of the nonprofit sector to their state. They also use it as a time to thank the thousands of
board members, volunteers and dedicated staff who work diligently year-round to make a positive
difference in the communities they serve. Some events that they have include LunaFest, Luncheon, and
Rally for Civil Rights.
Colorado’s week consists of Mission Monday, where nonprofit organizations share their mission
and message with their fans and followers. Tuesdays are used as a tribute to volunteers, as they are
an essential key to the success of many organizations. Volunteers not only provide extra hands and
valuable expertise, but can also be the organization’s biggest advocates. Wednesday is Working for
Nonprofits Wednesday. Colorado has over 19,000 nonprofit organizations throughout the state, and
nonprofits are an important economic force in Colorado. This day is where nonprofits celebrate their
helping hand in Colorado’s growing economy. Colorado views it’s donors as the lifeblood of nonprofits,
and their financial contributions are essential to the success of nonprofit organizations; therefore,
Thursday is Thank a Donor Thursday. On this day nonprofit organizations have the opportunity to
express gratitude for their donors. Friday is celebrated as Photo Friday, where any media coverage is
encouraged to be shared such as photos, interviews, and articles.
Literature Review
PANO Wishes to Build Community Engagement
The article Emerging News Non-Profits: A Case Study For Rebuilding Community Trust?, examines the
key components to building community trust. In order to instill community trust, organizations must
build future relationships, perform consistently, and maintain a set of values. In order to successfully
build community trust, collaboration is extremely important. There are numerous benefits to
collaborating with other companies and organizations. Collaboration can be used as a networking tool
and as a way to gain exposure. “More nonprofits will have to do what businesses have done--merge or
collaborate. But it will be difficult to survive on their own”
Transparency is necessary when building community trust. It is important that the public feels like
part of the process. The article states that, “The Wisconsin Center was open about its sources of
funding, posting those organizations’ and individuals’ names on its website and ensuring that those
sources did not impact content,” (Konieczna). Doing so allowed the reader to gain clarity and helped
•A MILLERSVILLE UNIVERSITY OF PENNSYLVANIA PUBLIC RELATIONS AGENCY• SPRING 2015 • COMM 452 • DR. JENNIFER F. WOOD•RESEARCH•

maintain a strong reputation. The support of the public is important for nonprofit organizations to
thrive; maintaining a strong positive reputation helps build trust between the organization and its
public.
While it is important to create new relationships, it is important to nurture and maintain current
relationships, this can only be done by developing engaging tactics. Some of this can include town
hall meetings, writing workshops, and ways to increase online interaction. Nonetheless, it must be
remembered that one of the fundamental characteristics of any kind of trusting relationship is risk-
taking (Konieczna).
PANO Wants to Share the Benefits of Nonprofit Sector
There are many benefits of the nonprofit sector compared to the private and public sectors. Unlike
the nonprofit sector, there are growing limitations from the other two sectors. Private sectors have an
advantage because they can meet consumer demands at minimum cost; however, it does not respond
to the wants and needs that are not linked to a money demand. Another setback for private sectors is
the exclusivity. Some individuals are unable to purchase using the private market.
An option for individuals that cannot afford to buy using the private sector is using a public sector. The
public sector is the government. The public sector has the ability to correct the failures of the private
market. The government can finance, mandate, and encourage the production of goods and services
that are unprofitable to the private sector. Unfortunately, the government relies on the political
process. In order to make change, it must respond to the needs of the majority (Weisbrod, 1988).
Nonprofit organizations are beneficial to the U.S. economy. “In order to succeed in the current
economic and social environment, organizations should seek to implement innovative solutions
in the service provision and the organizational management areas (Jaskyte, 2013). Nonprofit
organizations promote the health and well being of society. They contribute to communities and focus
on volunteerism to make a difference. Nonprofit organizations provide services and assistance to help
meet needs unmet by the private and public sector. Nonprofit organizations provide job growth, which
positively impacts the economy employing one out of every nine workers in the state of Pennsylvania.
Nonprofits innovate where government and corporations cannot; they provide accessible, community-
based services and employ the largest proportion of people in the nonprofit sector, making them
critical contributors to our country’s development. Unfortunately, nonprofit organizations are also
the most vulnerable during tough economic times. In the United States alone, there are 1.6 million
nonprofits. “Nonprofit organizations are the third largest employer in the entire U.S. labor force. The
total assets for the U.S. nonprofit sector in 2011 were $2.9 Trillion. An estimated $836.9 billion was
contributed to the U.S. economy by the nonprofit sector in 2011, which is 5.6% of the country’s gross
domestic product” (Vogelsang, 2015).
PANO Wants to Develop and Maintain Ongoing Relationships with Legislators
It is important to develop strong relationships with legislators and policy makers. It is also important
to be informed on where legislators stand on issues. Some ways to learn more about legislators are
visiting the legislator’s website and signing up for their e-newsletters. To find out what committees
a legislator participates on, you can visit the PA General Assembly website. Building consistent
relationships with legislators increases the chances of getting their support.

There are many ways to build relationships with legislators. Some ways to build relationships include
writing legislators, inviting them to events, and scheduling a visit at their district office. Attending
candidate forums or town hall meetings that are held by legislators establishes a good relationship and
promotes accountability.
In order to get a legislator’s full support on a cause, it is vital to educate them on the cause. Providing
the benefits of the cause and how it will positively impact the community can do this. By building
a relationship with legislators, there is a better chance of success in convincing them to support a
particular cause (Howard).
Results
In our findings, we discovered that most the successful nonprofit awareness day, month, or week
allowed for the nonprofit organizations within the state to participate by providing them with daily
activities. During these activities, it is encouraged to invite the community and legislators to have an
active role in the events that are being partaken throughout the day, month, or week. We suggest days
such as “Advocacy Day” where organizations are encouraged to contact their local legislators, as well
as for social media events, where nonprofits are encouraged to post pictures of their organization and
some of the great things they do. A Nonprofit Awareness campaign should be used as a day, week, or
month where organizations across the state of Pennsylvania can come together for a common cause,
the benefit of the nonprofit sector.

In This Section:
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
Action
• Theoretical Framework
• Goals
• Objectives

Theoretical Framework
Theoretical framework.
Diffusion of innovation theory notes that people who are quick to
try new ideas or products are influential with latecomers to the
innovation. PANO’s mission to amplify the impact of the community
benefit sector through advocacy, collaboration, learning, and support
shares the common interests for nonprofit organizations across
Pennsylvania. PANO should be the first point of contact providing
means to reach another public such as legislators.
Diffusion of innovation theory identifies the role of opinion leaders
as models in the process of mass adoption of new products or ideas.
PANO can become an intercessor that helps nonprofit organizations
across Pennsylvania get their messages to both legislators and their
communities. PANO is set to inform. Information presented through
the news media can pave the way for personal interaction between
opinion leaders and the ultimate public.
Smith, R. (2002). Strategic Planning for Public Relations (4th ed., p.
60). Mahwah, N.J.: Lawrence Erlbaum Associates.
This section
elaborates on the
diffusion of innovation
theory as it pertains
to PANO and the need
for this informational
campaign.
14• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •ACTION•

Goals
Position: PANO would like to head a month, week, or day-long
celebration that will create a sense of community in Pennsylvania for
the acknowledgement and betterment of the nonprofit sector.
Goals.
1. Create a statewide initiative that will educate/inform the general
public of the great work that nonprofits generate in order help the
economy thrive and within its communities.
2. Generate a better understanding of the economic benefits of the
nonprofit model.
3. Establish new mutually beneficial relationships.
This section includes
PANO’s desired
outcomes from
this informational
campaign.

Objectives
Objectives.
1.1 To have an effect on action; specifically to generate volume turnout
to events of 50% of the general public in Pennsylvania during the
month of November 2016.
1.2 To have an effect on acceptance; specifically to generate interest in
PA Nonprofit Awareness (80 percent of the general public within the
next 19 months).
2.1 To have an effect on awareness of college students; specifically to
increase their knowledge of the economic benefits of the nonprofit
model (20 percent of undergraduate students in the next 19 months).
2.2 To have an effect on awareness of formal/informal opinion
leaders; specifically to increase their knowledge of the economic
benefits of the nonprofit model (15 percent of formal/informal
opinion leaders within the next 19 months).
3.1 To have an effect on awareness; specifically to create knowledge
among 75 percent of general public about PANO and their mission.
3.2 To have effect on awareness; specifically to create understanding
by 75 percent of the general public about the PA nonprofit sector and
how PANO fits into the nonprofit model.
This section outlines
the steps necessary
to accomplish goals
campaign.

In This Section:
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
Communication
• Key Message
• Strategies
• Tactics

Key Message
Campaign theme.
Our key message highlights “Serving Communities, Serving our State,
and Shaping the Sector.” PANO has expressed that what they do is not
about the organization, as it is about the sector. PANO delivers on this
message by implementing an informational campaign that will raise
awareness about nonprofits, and educate Pennsylvanians about the
benefits of nonprofits in their communities and in the state.
This section specifies
the theme of this
informational
campaign.
17• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •PLANNING•

StrategiesStrategies.
Proactive Strategy: Action
1. Involve key publics in celebrations and other special events
focused on PA Nonprofit Awareness.
2. Place a high priority on community engagement with formal/
informal opinion leaders, university students, and the sector as they
relate to the serving of communities and shaping the sector.
3. Develop mutually beneficial relationship with community
alliances and coalitions to help spread the word about PA Nonprofit
Awareness in PA communities.
4. Engage in corporate sponsorships focused on events
surrounding PA Nonprofit Awareness.
Proactive Strategy: Communication
1. Take advantage of the many newsworthy activities associated
with PA Nonprofit Awareness
2. Initiate news activities focused on PA Nonprofit Awareness;
include information about Senate Bill IV and its importance to charitable
nonprofits.
3. Engage in transparent communication to allow key publics
to observe the company’s current and past efforts to impact the
community benefit sector.
Campaign timeline.
Nonprofit Awareness Month Timeline
November 1- Share this calendar with your network!
• Place “Nonprofit Awareness” logo as your social media avatar
• Use #servingcommunitiesnaPA on social networking sites
(first week)
• Use #servingourstatenaPA on social networking sites
(second week)
• Use #shapingthesectornaPA on social networking sites
(third week)
• Training/Information session on Advocacy Day at Capitol Hill in
Harrisburg
November 2- Subscribe to your favorite nonprofit’s blog
• Follow your favorite PA nonprofit Twitter
• Like your favorite PA nonprofit Facebook
• Nonprofit Awareness Gala
November 3- Contact the media with good news about your work.
• Radio spot for Run/Walk supporting nonprofits in PA
• Save the Date: PA Nonprofit Awareness: Serving Communities,
Serving Our State, Shaping the Sector River Run/Walk at
City Island.
This section
elaborates on a
range of actions for
PANO to effectively
communicate to its
key publics for the
implementation of
this informational
campaign.

November 4- Election Day—Make sure to VOTE
November 5- Recognize your board, staff and volunteers for their efforts!
• PANO Awards: Pennsylvania Awards Breakfast
• Date and Time: TBD
November 6- Like PANO’s Facebook page for updates and member appreciation of nonprofits.
November 7- Advocacy Day at Capitol Hill
• Advocacy is a PANO event where the nonprofit sector comes together in Harrisburg, PA to
talk to Members of Congress about important issues, like Senate Bill IV. This will be PANO’s first event
open to the public and if enough interest is shown, they will continue to have an annual advocacy day.
All that are interested are required to attend a training and information session needed for this day of
empowerment. Advocacy Day is a great opportunity to meet informal and formal business leaders in
the community who want to make a difference and deliver a message that nonprofits matter. .
November 8- Participate in our poll and be entered to win “I LOVE PA” surprise pack!
November 9- Speak to a local group about your nonprofit’s successes and needs.
November 11- Tweet how your nonprofit makes an impact.
November 12- Get Active Run or Walk at Nonprofit Awareness: Serving Communities, Serving our
State, Serving the Sector River Run/Walk at Harrisburg City Island.
November 13- Reflect on how far your nonprofit has come and where you are going.
November 14- Volunteer at a soup kitchen or homeless shelter in PA
November 15- Invite the public to tour your facilities
November 16- Be a donor. Make a personal contribution to an important cause.
November 17- Build your Testimony. Tell us a story of how nonprofits have impacted you!
November 18- Member Spotlight (spotlight will display nonprofits every day in each region who are
doing something in their community that is making a difference).
November 19- Invite the public to tour your facilities
November 20- Shop local to support your community
November 21- Collaborate with another nonprofit on a video project.
November 22- Make Pennsylvania Beautiful be sure recycle
November 23- Send Thank You letter to your donors
November 24- Share your nonprofit’s video on Twitter and Facebook.
November 25- Invite a nonprofit to join the Pennsylvania Nonprofit Center
November 26- Speak to local group on your successes and needs
November 27- Give Thanks for your donors, volunteers and well-being (create graphic to post)
November 28- Mission Monday
• Share a brief history of how your nonprofit was established. Include photos that chronicle
your growth and success along the way.
• Create a unique graphic that includes your mission statement and make it your Facebook
cover photo or Twitter header for the day.
• Share notable statistics, benchmarks or tangible impacts your nonprofit has accomplished
while working to fulfill its mission. Bonus points for creating an infographic!
November 29- Reflect on how far you’re nonprofit has come and where you are going.
November 30- Share how you celebrated Nonprofit Awareness Month!
Nonprofit Awareness Week
November 4- Be sure to VOTE!
November 6- Like PANO’s Facebook page for updates and member appreciation of nonprofits.

empowerment. Advocacy Day is a great opportunity to meet informal and formal business leaders in the
community who want to make a difference and deliver a message that nonprofits matter.
November 8- Participate in our poll and be entered to win “I LOVE PA” surprise pack!
November 9- Speak to a local group about your nonprofit’s successes and needs.
November 11- Tweet how your nonprofit makes an impact.
November 12- Invite your neighbor to brunch
Nonprofit Awareness Day
empowerment. Advocacy Day is a great opportunity to meet informal and formal business leaders in the
community who want to make a difference and deliver a message that nonprofits matter.
Campaign Budget.
*Note: The narrative budget is the justification of ‘how’ and/or ‘why’ a line item helps to meet the
program deliverables.
*This budget is tentative; should PANO decide to hire an agency to implement this campaign, the
personnel salary is an estimate of what each median salary would be based on cost of living and agency
reputation.
EXPENSES
A. Personnel Salary— Total: $248,160
Account Executive currently oversees and manages the information between PANO, the
planning and creative teams, and the agency owner. The account executive works within a wider team
and aims to influence public opinion or behavior by designing goals, objectives, strategies and tactics
for a public relations campaign. This individual’s annual median salary is and will be covered for the
12 months of the contract totaling $53,100.
[compiled from http://bit.ly/1esWIJi]
Creative Director (Graphic Designer) responsible for visual style and images in visual
communication pieces, the creative director creates overall design of a project and directs others who
develop artwork and layouts. This individual’s annual median salary is and will be covered for the 12
months of the contract totaling $80,880.
[compiled from http://1.usa.gov/1fa6P85]
Copy Director (Copy Editor) plans, coordinates, and revises communication material. The
copy director ensures that all text is readable, accurate, and ready for publication. This individual’s
annual median salary is and will be covered for 12 months of the contract totaling $53,880.
[compiled from http://1.usa.gov/1b8wdPZ]

Research Director (Market Research Analyst) leads and oversees development of research
design, analysis, recommendations, and presenting results. This individual’s annual median salary is
and will be covered for the 12 months of the contract totaling $60,300.
[compiled from http://1.usa.gov/1bgFezf]
B. Staff Development— Total: $6,500
The producers of PANO will attend workshops and hold their own conference in the local and
national community regarding the nonprofit sector to continue educating others and themselves for
the betterment of the sector.
C. Travel— Total: $1,000
The staff is expected to travel around the state to visit other nonprofit locations, attend meetings and
trainings/conferences, and meet with state-wide partners. The agency reimbursable rate is 0.0445
and not the Federal rate of 0.585.
EVENTS
D. Gala Expenses— Total: $2,600
A. Venue/Catering
B. Gratuity
C. Decorations
D. Production
1. Audio Visual Rental
2. Music
3. Photographer
E. Printed Materials
A. Designer
B. Printing: Invites
C. Printing: Tickets ($100 per person)
E. Advocacy Expenses—lobbyist Total: $1,700
A. Lobbyist
B. Disclosure fees
C. Travel & Food
D. Promotional Materials
F. Walk for PA Total: $2,000
A. Promotional/Marketing Items
B. First Aid (volunteers from Pinnacle Health) Total: $---
1. Pre-registration costs ($30 w/ t-shirt)
2. Registration on site ($40 w/shirt)
3. Registration for kids 10 and under (no shirt)

G. Advertising/Public Relations/Marketing *Strongly recommended; not required*
A. Website Update--$750/month

B. Rebranding--$2,000
C. Advertising-- $1,300
D. SFX Advertising/PR--$200/month
INCOME
A. Sponsorships—Total: $15,500
B. PANO Memberships—Total: $206, 649
C. Walk for PA registration Total: $---
D. Tickets for Gala Total: $---
*All items are suggestions to have a successful campaign .

Tactics Tactics
PANO will develop interpersonal communication tactics to publicize
PA Nonprofit Awareness
Interpersonal Tactic 1: Advocacy Day workshop/training
• Key publics, hands-on, low cost, audience feedback
Interpersonal Tactic 2: Advocacy Day at the Capital
• Key publics (formal/informal opinion leaders), moderate
cost, high impact, high visibility
Interpersonal Tactic 3: Nonprofit Sector Awards Breakfast
• Internal publics, low cost, news value, reaffirming existing
support
Interpersonal Tactic 4: Run/Walk for PA Nonprofit Event
• Key publics, high visibility, moderate cost
Interpersonal Tactic 5: Existing event (PANO Conference)
• Little additional cost, news value, power of ritualization
Interpersonal Tactic 6: PA Nonprofit Community Value Podcast
• Low cost, news value, high impact
Interpersonal Tactic 7: PA Nonprofit Fall Fest
• Key public (undergraduate students), moderate cost, high
impact, high visibility
PANO will develop the following tactics using organizational media to
publicize PA Nonprofit Awareness
Organizational Media Tactics
• Poster--moderate cost, high visual impact
• Home page at pano.org--information-seeking publics, low
cost, for potential PANO members, interactive
• Newsletter articles--internal publics, low cost, interactive
• Post card-- internal publics, low cost, interactive
• Sample tweets—key publics, low cost, interactive
• Sample Facebook posts—key publics, low cost, interactive
Media Tactics
• News release--low cost, accessible, target to general publics
• Email blast—low cost, accessible, target to latent publics
• Fact sheet for key publics (generation X and Y, formal/
informal opinion leaders, partners, media)
• Myth sheet for key publics (generation X and Y,
formal/informal opinion leaders)—low cost, accessible
• Sample social media release-- low cost, information-
on-demand for key publics; photo and caption of preparation for
PA Nonprofit Awareness day, week or month--low cost, interests
community about nonprofit awareness.
This section provides
an inventory of action
and communication
tools for PANO to
effectively implement
this informational
campaign.

Advertising and Promotional Tactics
• Radio spot—moderate to high cost, focus on key publics
• Promotional items and giveaways—moderate to high cost
• T-shirt with nonprofit awareness logo—moderate to high cost
• Flyer—low cost, high visual impact

In This Section:
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
Evaluation
• Evaluation Plans
• Feedback and Program Adjustments

Evaluation Plans
Evaluation
In order to measure the success of each event in our nonprofit
awareness day, week or month, we must evaluate how closely we have
reached our goals and objectives. As previously stated PANO’s goals
are to demonstrate to officials the value, importance, and impact of the
nonprofit sector in Pennsylvania; and develop a better comprehension
of the economic benefits of the nonprofit model to secondary, external,
and primary publics. Their objectives are to raise awareness of the
nonprofit sector, decrease negative attitudes, and assist nonprofit
organizations with increasing involvement with legislators and policy
makers. It is expected that our target audience will have gained more
knowledge on the economic benefits of the nonprofit sector. Our
target audience will also have a better understanding of the value,
importance, and impact of the nonprofit sector.
This section
indicates specific
methods for PANO to
collectively measure
the effectiveness of
each goal, objective,
strategy, and tactic
campaign.
25• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •EVALUATION•

Feedback and Program Adjustment
26
Evaluation
If necessary the program adjust will be made based upon the findings
from the following evaluation methods.
Benchmarking.
Benchmarking is an evaluation method PANO can use to measure
results by comparing achieved results to other leading nonprofit
organizations who have implemented a Nonprofit Awareness
day, week, or month. This process will help PANO determine the
improvements that need to be made and analyze how well PANO has
performed in terms of their goals and objectives.
Pre-post testing.
Pre-post testing is an evaluation method PANO can use to measure
audience feedback and community attitudes toward the nonprofit
sector by implementing a pre-testing survey (See Appendix A26) and a
post-testing polling technique (See Appendix A27), to be distributed at the
end of each event, that would help PANO develop a sense of where
they stand within the community. By reaching out to the public, an
evaluation of the use of social media platforms can also be done using
analytics programs.
This section indicates
specific methods
for PANO to receive
evaluation feedback
and make program
changes, as necessary,
for this informational
campaign.
• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •EVALUATION•

In This Section:
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
Appendices
• SWOT analysis
• Force field analysis
• Publics wheel
• Gantt chart
• Toolkit material
• Promotional material

APPENDICES TABLE OF CONTENTS
Appendices
Force Field Analysis............................................................................................................A1
SWOT Analysis...................................................................................................................A2
Publics Wheel.....................................................................................................................A3
Gantt Chart........................................................................................................................A4
Toolkit .............................................................................................................................A5
Promotional Material.......................................................................................................A18
Research Survey...............................................................................................................A26
Sample Poll.....................................................................................................................A27

Force Field Analysis
-5 -4 -3 -2 -1 0 1 2 3 4 5
Restraining Forces Driving Forces
PANO does not have a solid relationship with their
secondary publics.
Legislation is critical to the success of nonprofits.
Limited in the contacts that they have (only have
8,000 out of the 64,000).
Accessibility to technology .
Hard to communicate with ALL nonprofit
organizations in the state of Pennsylvania.
MailChimp, Twitter, Facebook, and Website.
Competition of local foundations that have the same
mission as PANO.
PANO does not seek competition, they seek
partnerships.
Budget. Budget.
A1• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •APPENDICES•

• They’re in it for the greater good
• Strong retention rate (mid 90% of nonprofits)
• Standards of Excellence
• Scale pricing
• Low level of awareness of what PANO does
• No budget
• Small amount of members versus the
amount of nonprofits in the state
• Large advantage with the amount of
nonprofits in PA
• Networking base (WITF)
• Engaging the younger population through
social networking
• Getting more involved with the local
government
• Individuals can become members
• Lack of resources and budget
SWOT Analysis
Strengths Weaknesses
Opportunities Threats

Publics Wheel
PANO
1
2
3
4
Major Publics
ProducersEnablers
Limiters
PANO’s Members
Latent Public
Partners and media
Employees, donors and banks
Regional Foundations, National and Global Associations

GANTT Chart

Toolkit
November 2016
Share this
calendar with
your network!
Subscribe to
your favorite
nonprofit’s
blog
Contact the
media with
good news
about your
work
Election
Day—Make
sure to
VOTE
Recognize
your board,
staff and
volunteers for
their efforts!
Like PANO’s
Facebook page
for updates
and member
appreciation
of nonprofits.
Participate in
our poll and be
entered to win
“I LOVE PA”
surprise pack!
Speak to a
local group
about your
nonprofit’s
successes and
needs.
Contact the
media with
good news
about your
work.
Tweet how
your nonprofit
makes an
impact.
Advocacy Day at
Capitol Hill
Reflect on
how far your
nonprofit has
come and
where you are
going.
Volunteer at a
soup kitchen
or homeless
shelter in PA
Invite the
public to tour
your facilities
Be a donor.
Make a
personal
contribution to
an important
cause.
Make
Pennsylvania
Beautiful be
sure to recycle
Send a Thank
You letter to
your donors
Share your
nonprofit’s
video on
Twitter and
Facebook.
Invite a
nonprofit
to join the
Pennsylvania
Nonprofit
Center
Speak to local
group on your
successes and
needs
Give Thanks
for your
donors,
volunteers
and well-
being
Mission
Monday
Build your
Testimony.
Member
Spotlight
Invite the public
to tour your
facilities
Shop local to
support your
community
Collaborate
with another
nonprofit on a
video project.
Reflect on
how far your
nonprofit has
come and
where you are
going.
Share how
you celebrated
Nonprofit
Awareness
Month!
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
1 2 3 4 5
6 7 8 9 10 11 12
27 28
20 21 22 23 24 25 26
13 14 15 16 17 18 19
29 30
Get Active
Run/ Walk for
PA Nonprofits
Month calendar.

Week calendar.
November 2016
1 2 3 4 5
6 7 8 9 10 11 12
27 28
20 21 22 23 24 25 26
13 14 15 16 17 18 19
Be sure to
VOTE!
Advocacy Day
at Capitol Hill
Participate in
our poll and
be entered to
win “I LOVE
PA” surprise
pack!
Speak to a
local group
about your
nonprofit’s
successes and
needs
Contact the
media with
good news
about your
work
Tweet how
your nonprofit
makes an
impact
Invite your
neighbor to
brunch
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
29 30
Like PANO’s
Facebook page
for updates
and member
appreciation
of nonprofits

Day calendar.
November 2016
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
Advocacy Day
at Capitol Hill
1 2 3 4 5
6 7 8 9 10 11 12
27 28
20 21 22 23 24 25 26
13 14 15 16 17 18 19
29 30
Be sure to
VOTE!

PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
FOR IMMEDIATE RELEASE
August 1, 2016
Contact: Kiara Allen
Public Relations Specialist
Office: 717-557-2857
PENNSYLVANIA CELEBRATES NONPROFIT AWARENESS MONTH
HARRISBURG, Pa.—The Pennsylvania Association of Nonprofit Organizations is proud to introduce the
celebration of Nonprofit Awareness Month to its sector throughout November.
Pennsylvania Nonprofit Awareness Month will demonstrate that nonprofit organizations are an important
part of the economy with values for community improvement and enrichment, contributing to employing
one out of every nine workers in the state.
The Pennsylvania Association of Nonprofit Organizations (PANO) is dedicated to serving the community,
serving our state, and shaping the sector. On November 1, 2016, let’s join together to celebrate the
incredible works you do to make Pennsylvania stronger.
Visit www.pano.org/panonprofitawareness for more information on how you can help make a difference!
--30-- 08/01/051
Sample news release

Media Alert
FIVE DAYS LEFT UNTIL PANO’S FIRST WALK/RUN CELEBRATION
What: PANO and their partners will be hosting PA Nonprofit Awareness Walk/Run which will feature live
music, games, food vendors, and a chance to win prizes!
When: PA Nonprofit Awareness: Serving Communities, Serving our State, Shaping the Sector Walk/Run
will be held on November 12, 2015 (rain date: Saturday, November 19, 2015)
o Registration for runners begins at 9 a.m.
o Registration for walkers begins at 9:30 a.m.
• Pre-registration cost: $35-adults; $30-kids; Free-10 and under
• Day of registration: $45-adults; $40-kids; Free-10 and under
How: Pre-Registration can be done at www.pano.org. Day of registration will be held at City Island.
Volunteers will be in attendance to direct participants.
For media inquiries: Please contact Lauren Henicle/Anne Gingerich at (717) 236-8584 or
lauren@pano.org/anne@pano.org for more information.
Who: The Pennsylvania Association of Nonprofit Organizations (PANO) is the statewide membership
organization serving and advancing the nonprofit sector thorough advocacy, collaboration, education and
other services in order to improve the overall quality of life in Pennsylvania. PANO exists to support the
incredible work of the nonprofit sector and highlight the critical role nonprofits serve.
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
Sample media alert.

Dear Pennsylvania Awareness Month Partner:
Each November, thousands of nonprofit organizations join hands to serve the sector in recognition
of Nonprofit Awareness Month. During this time—whether for a day, week, or month—nonprofit
organizations showcase their contributions to their communities, highlighting that nonprofit
organizations provide unique opportunities for community improvement and enrichment.
The Pennsylvania Association of Nonprofit Organizations (PANO) developed a month-long
celebration to increase public awareness of the nonprofit sector. On November 1, 2016, let’s join together
to serve the community, serve our state, and shape the sector through advocacy, collaboration, learning,
and support.
We encourage you to take initiative and participate in combining our energy, talents, and values
to engage and inspire individuals and communities to make a difference. The strong unified voice of the
nonprofit sector will demonstrate that nonprofits matter.
Visit www.pano.org/panonprofitawareness for more information on how your organization can
contribute to Pennsylvania Nonprofit Awareness Month. On behalf of PANO, I would like to thank you for
working to grow communities for public benefit. Working together, we can help communities reach their
fullest potential.
Sincerely,
Anne Gingerich
Executive Director
Pennsylvania Association of Nonprofit Organizations
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
Sample email blast.

PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
Radio Spots (10, 20, 30, 60)
10-second Radio Spot
COME TO CITY ISLAND ON NOVEMBER 12TH TO TAKE A STROLL TOWARD SERVING COMMUNITIES,
SERVING OUR STATE, AND SHAPING THE SECTOR. FOR MORE INFORMATION, VISIT WWW.PANO.ORG.
###
ARE YOU PREPARED TO DISCUSS IMPORTANT ISSUES, SUCH AS SENATE BILL FOUR, WITH PENNSYLVA-
NIA STATE LEGISLATORS? REGISTER ONLINE AT WWW.PANO.ORG FOR YOUR SPOT ON ADVOCACY DAY
AT CAPITOL HILL IN HARRISBURG. USE YOUR VOICE AND JOIN HANDS WITH PENNSYLVANIA NONPROF-
ITS IN SERVING COMMUNITIES, SERVING OUR STATE, AND SHAPING THE SECTOR.
###
DID YOU KNOW THAT THE POWER TO RAISE CONCERNS TO LEGISLATORS OF YOUR COMMUNITY IS
IN YOUR VOICE? TO LEARN MORE INFORMATION ABOUT COMMUNITY BENEFITS FROM NONPROF-
IT ORGANIZATIONS, VISIT WWW.PANO.ORG. FOLLOW US ON TWITTER AND LIKE US ON FACEBOOK
TO SHARE YOUR FEEDBACK. YOUR VOICE IS A VITAL PART OF SERVING COMMUNITIES, SERVING OUR
STATE, AND SHAPING THE NONPROFIT SECTOR. USE YOUR VOICE. TELL US HOW PENNSYLVANIA HAS
IMPACTED THE QUALITY OF YOUR LIFE.
THIS NOVEMBER, PENNSYLVANIA NONPROFITS HAVE JOINED HANDS FOR A MONTH-LONG CELEBRA-
TION OF SERVING COMMUNITIES, SERVING OUR STATE, AND SHAPING THE SECTOR. DO YOU WANT
TO MAKE A POSITIVE DIFFERENCE FOR YOUR COMMUNITY? JOIN US ON CITY ISLAND FOR OUR NON-
PROFIT AWARENESS WALK/RUN ON NOVEMBER12TH FOR LIVE MUSIC, GAMES AND A CHANCE TO
WIN PRIZES! YOU DON’T WANT TO MISS THIS OPPORTUNITY TO SHOW YOUR SUPPORT AND HELP THE
PENNSYLVANIA ASSOCIATION OF NONPROFIT ORGANIZATIONS RECOGNIZE THE GREAT WORKS OF
NONPROFITS STATEWIDE. REGISTER ONLINE NOW, AT WWW.PANO.ORG. ADMISSION IS 35 DOLLARS
IN ADVANCE AND 45 DOLLARS AT THE EVENT. TO LEARN MORE INFORMATION ABOUT HOW YOU CAN
PARTICIPATE OR BECOME A VOLUNTEER, VISIT WWW.PANO.ORG. PANO BELIEVES NONPROFITS MAT-
TER, AND SO DO YOU! FOLLOW US ON TWITTER AND LIKE US ON FACEBOOK TO SHARE THE WAYS
NONPROFITS IN YOUR COMMUNITY HAVE IMPACTED THE QUALITY OF YOUR LIFE. SAVE THE DATE:
NOVEMBER 12TH!
###
###
Sample radio spot.

Myths about Nonprofits Fact Sheet.
Most nonprofits are
large and have many
resources
In fact, most nonprofits are small in both budget size and numbers of
employees. While large, well known nonprofits, such as the Red Cross,
have high visibility, those nonprofits are actually not representative of the
charitable nonprofit community as a whole. 82.5 percent of all reporting
public charities had annual revenue of under one million dollars.
Nonprofits can’t earn a
profit
The key difference between nonprofits and for-profits is that a nonprofit
organization cannot distribute its profits to any private individual. This
prohibition against “private benefit” is because tax-exempt charitable
nonprofits are formed to benefit the public, not private interests.
A well-run nonprofit
should have low
“overhead” costs
Operating costs, such as paying utility bills, rent, salaries, and investing
in office equipment are referred to by a variety of names, including
“overhead.” These costs are essential to delivering on a nonprofit’s mission,
and have no relation to the level of effectiveness or the outcomes a
charitable nonprofit may deliver.
Myth #3
Charitable giving
incentives only benefit
wealthy individuals and
elite institutions
All charitable nonprofits benefit from public support and donations, and
most depend on private donations to serve their communities. While
an individual taxpayer only receives a partial tax benefit for charitable
donations, the community served by the charitable nonprofit receives the
full value of every dollar.
Nonprofits can’t lobby
As advocates, nonprofits are sometimes required to speak up about
policies, laws, and regulations; lobbying by nonprofits is permitted by
law. However, tax-exempt charitable nonprofit organizations are not
permitted to engage in partisan political activity, such as supporting or
opposing any candidate for public offices.
Nonprofits get most
of their funding from
foundations
Foundation grants represent only a small part of the total amount of
dollars contributed each year to the charitable nonprofit community.
Private philanthropy, represents only 12.6% of the total annual revenue
to the charitable nonprofit community, and of that, the majority is from
contributions from individuals.
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
MythsAbout
Nonprofits
Myth #2
Myth #1
Myth #4
Myth #5
Myth #6
FACT
FACT
FACT
FACT
FACT
FACT
Information compiled from https://www.councilofnonprofits.org/myths-about-nonprofits

Fact Sheet.
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
501 (c)(3) Public Charities (some religious organizations)
501 (c)(3) Private and Public Foundations
Other 501 (c) Nonprofit Organizations
37,615
6,191
19,892
Number of Pennsylvania Nonprofit Organizations
All Nonprofit Organizations 63,698
Economic Impact
of Pennsylvania’s Nonprofit Sector
• Employs 727,200 people- almost 13.3% of the state’s workforce
• Generates $109.8 billion in annual revenues
• Holds assets of $249 billion
• Pennsylvania foundations give $1.6 billion annually
• Pennsylvanians give $6.0 billion to charity each year
Public Charities and Foundations Benefit Pennsylvania
Communities
Employment by Nonprofit
Industry
Hospitals
35% share of PA Nonprofit
Employees
Educational Services
Employees
Nursing & Residential Care
Employees
Social Assistance
Employees
Clinics and Home Health Care
Employees
Membership Organizations
Employees
Museums, Historical Sites
Employees
Professional, Scientific Services
Employees
Other
Employees
• Deliver vital community services
• Give voice to the people they serve
• Contribute to vibrant communities
• Advance solutions for challenges facing society
Information compiled from
https://www.independentsector.org/up-
loads/Policy_PDFs/stateprofiles/pennsyl-
vania.pdf

Run/Walk flyer.
Run
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
Walk
WHO:
WHAT:
The Pennsylvania Association of Nonprofit Organizations (PANO) a statewide membership
organization serving and advancing the nonprofit sector.
PANO and their partners will be hosting PA Nonprofit Awareness Walk/Run which will feature
live music, games, food vendors and a chance to win prizes!
PA Nonprofit Awareness: Serving Communities. Serving our State. Shaping the Sector Walk/Run will
be held on November 12, 2015 (rain date: Saturday, November
• Registration for runners begins at 9 a.m.
• Registration for walkers begins at 9:30 a.m.
• Pre-registration cost: $35-adults; $30-kids; Free-10 and under
• Day of registration: $45-adults; $40-kids; Free-10 and under
HOW: Pre-Registration can be done at www.pano.org. Day of registration will be held at City Island.
Volunteers will be in attendance to direct participants.
WHEN:

Sample Facebook Posts.
Become a member of PANO and receive all the perks of being a member. We
provide organization and individual memberships. Help your local
community with our trainings, webinars, and conferences.
Save the Date: Walk for PA Nonprofits at City Island in Harrisburg on
November 12, 2016 (rain date: November 19, 2016). Registration begins at
10:00 a.m.

Sample Twitter Posts.

Sample Resolution.
RESOLUTION
I ____________________________________________ (signer’s name),
________________________________ (title) of ___________________________________________ (name of entity), an entity
lawfully organized and existing under the laws of ________________________________________ (name of state or
commonwealth), do hereby certify that the following are true and correct copies of resolutions adopted
on the ______ day of _____________________, __________ by the governing body of __________________________________
____________ (name of entity), in accordance with all of its documents of governance and management and
the laws of ______________________________________________ (name of state or commonwealth) and further certify
that such resolutions have not been modified, rescinded or revoked, and are at present in full force and
effect
RESOLVED: That _________________________________________, ________________________________________ of ___________
______________________________________ is empowered and authorized, on behalf of the entity, to execute and
deliver contracts and amendment thereto, and all documents required by the Governor, the Pennsylvania
Department of Public Works, the Pennsylvania State Properties Review Board and the Office of the
Attorney General associated with such contracts and amendments.
RESOLVED: That ____________________________________________________________ (name of entity) hereby adopts
Pennsylvania Nonprofit Awareness [Insert time frame, i.e. day, week, or month].
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector

PROMOTIONAL MATERIAL
A18
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
BASEBALL CAP
• SPRING 2015 • • COMM 452 • •DR. JENNIFER F. WOOD• •APPENDICES•

Promotional Material
A19
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
CINCHPACK

A20
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
LONG SLEEVE T-SHIRT

A21
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
MAGNET

A22
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
MOUSEPAD

A23
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
PLASTIC CUP

A24
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
POST-IT

A25
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector
CINCHPACK

Research Survey
A26
Please indicate your feelings about the following statements.
Do You Know PANO?
1. I am familiar with the Pennsylvania Association of Nonprofit Organizations (PANO).
Strongly Disagree Disagree Not Sure Agree Strongly Agree
2. I am a member of the Pennsylvania Association of Nonprofit Organizations (PANO)
3. As a member of PANO I can benefit as an organization.
4. The organization I represent utilizes PANO’s trainings, conferences, etc., for organizational enhancement.
Nonprofit Awareness
1. There is a common misconception of non-profits as a whole.
2. Hosting events is a great way to create community awareness.
3. The nonprofit sector contributes to a strong U.S. economy.
4. The community has an overall positive attitude about non-profits.
5. If Pennsylvania had a nonprofit awareness month the organization I represent will be eager to participate in events.
6. It would be beneficial to the nonprofit sector for PANO to create a Pennsylvania Nonprofit Awareness day, week, or month.
7. The nonprofit organization I represent would donate time or money to the development of a non-profit awareness month.
8. The general public would see the economic benefits of the nonprofit sector if PANO enacted a Pennsylvania Nonprofit
Awareness day, week, or month.
Senate Bill IV
1. I am familiar with Senate Bill IV.
2. I am not sure how Senate Bill IV relates to the mission of the organization to which I answer for.
Unite for Change
1. I would recommend PANO on behalf of the organization you represent?
2. My organization will follow PANO through the use of social media for updates on events.
3. Please rate your overall satisfaction with PANO (On a scale from 1 to 5, with 1 being .
Very Dissatisfied Disatified Somewhat Dissatified Satisfied Very Satisfied
Demographic Questions
1. Please circle the gender that best describes you.
Female Male I rather not disclose
2. If applicable, please choose the category that best fits the type of organization you are representing:
a. Arts, culture, and humanities
b. Education
c. Environment and animals
d. Health
e. Human services
f. International and foreign affairs
g. Public and societal affairs
h.Religion-related
3. Circle the age range that is most applicable.
a. 18-24
b. 25-31
c. 32-40
d. 41 or older

Sample Poll
A27
PANO POLL
Please select one answer that best applies.
1. Which event did you attend?
Awards Breakfast
Walk/ Run
2. How did you hear about the event?
Facebook Radio
Twitter Podcast
PANO Website Flyer
Other
3. I would follow PANO on social media for updates on events .
Strongly disagree Disagree Not sure Agree Strongly agree
PANONPROFIT
AWARENESS
Serving Communities
Serving our State
Shaping the Sector

Agency Materials
Teleios
Communicaion
Agency

Teleios
Communicaion
Agency
Team Résumé
Dawn Cheron
Research Director
Dawn M. Cheron is currently pursuing a bachelor’s
degree in speech communication with an option
in public relations at Millersville University of
Pennsylvania. She is a senior enrolled in public
relations, emergency management, and computer
graphics courses. She is currently a member of
Artists Rocking Together. A strong advocate for
innovation, Cheron has volunteered with Summer
Search Philadelphia and has interned for Children
Deserve a Chance Foundation. She hopes to become a
professional event planner in the next year.
Kiara Allen
Account Executive
Kiara J. Allen is currently pursuing a bachelor’s
of science degree in speech communication
with an option in public relations with a minor
in government & political affairs at Millersville
University of Pennsylvania. She is a senior enrolled
in public relations, communication, and English
courses. She is currently a member of Public
Relations Student Society of America, Millersville
University chapter, as well as a team member of
the Women’s Track and Field program. A strong
advocate for giving back to the community, Allen
has volunteered for the Extraordinary Give and
has interned for Fig Magazine in social media and
communication. She hopes to become account
executive for one of the top 10 well-known public
relations agencies in the world in the next five years.
Amanda Hilderbrandt
Creative Director
Amanda A. Hilderbrandt is currently pursuing a
bachelor’s degree in speech communication with an
option in public relations at Millersville University
of Pennsylvania. She is a senior enrolled in public
relations, marketing, and mathematics courses. She is
currently a member of Phi Sigma Pi, National Honor
Fraternity and Public Relations Student Society of
America, Millersville University chapter. A strong
advocate for integrity, Hilderbrandt has volunteered
with the Lebanon County Area Agency on Aging and
has interned for Jet Ski Rentals of Brookhaven, New
York. She hopes to secure a marketing position this
year.
Dominique D Glisson
Copy Director
Dominique D. Glisson is currently pursuing a
bachelor’s degree in speech communication with an
option in public relations at Millersville University
of Pennsylvania. She is a senior enrolled in public
relations, desktop publishing, and communication
courses. She holds an associate’s degree in liberal
arts with a specialization in journalism from Five
Towns College, New York. A strong advocate for
social equality, Glisson has volunteered with the
National Association for the Advancement of Colored
People of Jamaica, New York. She hopes to publish
her series of poetry books in the next three years.
717-557-2857

Position Description
Research Director has three primary
responsibilities: a) to background the client
and the organization; b) to assess key issues
and environments; and c) to determine
appropriate research designs to asses
the organization, its publics, and its key
messages.
Account Executive is the primary liaison
with the client. She initiates and maintains
contact with the client as well as maintains
several levels of communication. She
leads in clarifying deadlines, projects
and campaign and serving as the team
spokesperson.
The Creative Director is the strategist
responsible for theoretical articulation
and illustration of theoretical concepts in
concrete and operational messages. She
leads in brainstorming sessions to develop
messages that communicate clearly to meet
objectives.
Copy Director is responsible for editing
ALL writing pieces. She develops visuals
and copy that is consistent with our key
message. All work passes through the
account executive for approval before being
presented to Dr. Jennifer F. Wood and the
client.
Account Executive Copy Director
Creative Director Research Director
Teleios
Communicaion
Agency

FINAL PLANBOOK 5-6

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