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  1. Developing An Action Plan Seungjun Kim and Mat Morgan National Youth Council

  2. Welcome! • Introductions • Recap on Saturday’s Ideas • Session Objectives

  3. Session Objectives Understand the components of an Action Plan Develop ideas on filling gaps at your field unit Create an Action Plan to take back to your field unit to enhance your service delivery

  4. Objective Timeframe Responsibility Budget • Marketing • Communications General Framework: Action Plan Activity – objectives / results Timeframe Person(s) Responsible Budgeting – estimating costs Marketing/Communications

  5. Objective Timeframe Responsibility Budget • Marketing • Communications Objectives / Results • Mission-related • SMART • Direct vs. Indirect

  6. Objective Timeframe Responsibility Budget • Marketing • Communications SMART Specific Measurable Acceptable Realistic Timeframe

  7. Objective Timeframe Responsibility Budget • Marketing/ • Communications Results: Direct vs. Indirect • Direct – (quantitative) • training 300 youth at the NYI • Indirect – (qualitative) • Facilitating networking experience, strengthening collaboration with youth advisors and youth volunteers

  8. Objective Timeframe Responsibility Budget • Marketing/ • Communications Example: NYI 2008 - Objectives • Generate a customized learning experience for youth and young adult volunteers that present’s tracks for multiple skill levels. • Provide critical tools and resources that build capacity and strengthen youth involvement in key areas of service delivery

  9. Objective Timeframe Responsibility Budget • Marketing • Communications Example: NYI 2008 – Results II.1. promote key strategic initiatives available at national level on the five (5) lines of business II.2. develop three different training tracks in accordance with the Red Cross level of experience II.3. develop new soft skills sets and professional development opportunities fro young volunteers and their coordinators III.1. provide youth and young adult volunteers with critical Red Cross specific information III.2. Fostering the collaboration youth volunteers and coordinators and enable chapters teams to develop concrete action plans

  10. Group Activity Design objectives and identify the projected results for your initiative

  11. Objective Timeframe Responsibility Budget • Marketing/ • Communications Time Frame • Time frame • Set a realistic time frame • Benchmarks

  12. Objective Timeframe Responsibility Budget • Marketing/ • Communications Example: NYI 2008 • Timeline: (Examples of key tasks) ’07 August – October  Evaluation NYI 2007, budgeting, finding the location for 2008 ’07 November – ’08 January  Identify NYI theme, Develop workshop frameworks, form NYI committees ’08 February – April  Generate /disseminate marketing materials, workshop/presentations due, finalize schedule and develop program booklet May  National Youth Institute!

  13. Objective Timeframe Responsibility Budget • Marketing/ • Communications Responsibility • Project / tasks leads • Staff and leadership volunteers • Who are the key decision-makers? • What are their roles? • Delegation of tasks

  14. Responsibility National Youth Council Leads NHQ and St. Louis Chapter Staff Committee Leads Objective Timeframe Responsibility Budget • Marketing/ • Communications Example: NYI 2008 Key stakeholders National Youth Council, St. Louis Chapter, Youth & Young Adults Programs & Services, American Red Cross Senior Leadership

  15. Group Activity: Design the time frame for your initiative

  16. Break

  17. Questions?

  18. Objective Timeframe Responsibility Budget • Marketing/ • Communications Budgeting You have a great idea and a realistic action plan …but you need money to make it happen. Don’t give up. Get creative! Set aside time to go after the resources you need

  19. Objective Timeframe Responsibility Budget • Marketing/ • Communications Budgeting Preliminary steps: • Decide on your project • Develop a clear picture of what you will be doing and why it’s important (what is the impact ) • Brainstorm a list of everything you will need to carry out the project • Figure out what you already have, what can be donated, and what you will need to pay for • Plan enough time to solicit in-kind donations

  20. Objective Timeframe Responsibility Budget • Marketing/ • Communications Budget Categories • Equipment • Staff wages • Recognition items • Entertainment • Room rental • Materials or supplies • Printing or copying • Transportation • Refreshments

  21. Objective Timeframe Responsibility Budget • Marketing/ • Communications Budgeting Planning your budget: Research costs • Online • At stores • Ask friends and colleagues • Estimate what you will spend • Create a spreadsheet • Update document during and after project is over

  22. Objective Timeframe Responsibility Budget • Marketing/ • Communications Fundraising • Prepare your rationale and budget • Tell your story • Use media if possible (photos, videos) – Make the case! • Practice your story on friends and family • Choose your fundraising methods • Solicit individuals or businesses • Hold an event • Sell a product • Apply for a grant

  23. Objective Timeframe Responsibility Budget • Marketing/ • Communications Fundraising Tips to increase your impact • Ask someone to match the money you raise • Beware of time consuming events • Learn about other successful fundraisers and copy them • Follow the solicitation cycle

  24. Fundraising: Solicitation Cycle

  25. Objective Timeframe Responsibility Budget • Marketing/ • Communications Fundraising: Solicitation Cycle • Identify your prospective donors • Do some research • What other causes do they give to? • Who are they friends with? • Use your information to identify possible connections

  26. Objective Timeframe Responsibility Budget • Marketing/ • Communications Fundraising: Solicitation Cycle Develop strategies: • Offer opportunities for prospective donors to become familiar with your cause via: • Correspondence (phone, e-mail, mail) • Events • Ask current Red Cross donors for advice and/or connections

  27. Objective Timeframe Responsibility Budget • Marketing/ • Communications Fundraising: Solicitation Cycle Ask for the gift Thank the donor(s) Recognize him or her publicly if appropriate Keep in touch: update the donor on your progress/results

  28. Events Brainstorm ideas Create high visibility Objective Timeframe Responsibility Budget • Marketing/ • Communications Fundraising: Getting Started • Solicitation • Make a list of prospects • Prepare your pitch • Make phone calls or set up meetings • Always follow up

  29. Grants Research community agencies Business association, Kiwanis, etc. Look online www.ysa.org Objective Timeframe Responsibility Budget • Marketing/ • Communications Fundraising: Getting Started • Products • Brainstorm ideas • Research costs

  30. Objective Timeframe Responsibility Budget • Marketing/ • Communications Fundraising: Resources • Red Cross volunteers and employees • Board members • Development staff • Chapter CEO • Your fellow youth volunteers • Friends with fundraising experience • Internet • Youth Service America, Youth Venture, Do Something

  31. Revenue Grants : State Farm NYI Registration Fee $75 Objective Timeframe Responsibility Budget • Marketing/ • Communications Example: NYI 2008 • Expenses • Logistics • Training & Conference Materials • Events

  32. Group Activity: Design the budget for your initiative

  33. Objective Timeframe Responsibility Budget • Marketing/ • Communications Communicating, Marketing and Branding Your Plan

  34. Communication Strategy At a Glance

  35. Know Your Stakeholders

  36. Identify Your Target Audiences

  37. Customize Your Message Know your target groups’ wants and needs Use the right language Use what you have

  38. Build a Communications Strategy

  39. Apply the Red Cross Brand Source: American Red Cross Brand Standards Guide • Brand – tells people what an organization is and what benefits it delivers • The American Red Cross helps people prevent, prepare for and respond to emergencies (mission) • We help people perform extraordinary acts in emergency situations

  40. Apply the Red Cross Brand Source: American Red Cross Brand Standards Guide • Use our logo consistently • Refer to the Brand Standards Guide • Go to http://www.redcross.org/email/logos/sig.asp to download the correct Red Cross logos

  41. Objective Timeframe Responsibility Budget • Marketing/ • Communications Summary Know Your Stakeholders ID Your Target Audiences Customize your message Build a communications strategy Apply the Red Cross Brand

  42. Objective Timeframe Responsibility Budget • Marketing/ • Communications Example: NYI 2008 • Building Visibility for NYI 2008 • Marketing strategy for NYI 2008 • Online • Print • People

  43. Group Activity Design the communication strategy for your initiative

  44. Show us your Action Plan!

  45. Questions? [Insert contact info here]