Each public relations major at UNC-Chapel Hill is required to take “Public Relations Campaigns” as their capstone course. Our client was Children’s Home Society of North Carolina, a statewide nonprofit that offers adoption and family services.
Our objective was to create a campaign that would increase awareness and involvement of people in the 21-39 year-old age group to build a future donor base for the nonprofit.
We started with primary and secondary research to better understand the target audience and gauge their awareness of the nonprofit and their giving behavior. Using our audience research we developed tactics that CHS could affordably and easily implement.
My specific role for the final presentation was to work with the tactics team. One of the elements I worked on was creating a way to bring the “Hope For the Holidays” gift drive online to make it more accessible to younger donors.