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7/30/2019 Final Analysis for the CCFA
1/27
2012
Authored by: Brianna Westlake
The Crohns and ColitisFoundation
Organization Analysis
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The Crohns and ColitisFoundationCommunication Audit
Objective
To determine the strengths and weaknesses in the organization
communication plan. Through this report, details on the
effectiveness of the current climate will be included as well as
suggestions for further growth.
Does the current communication plan work for the organization?
Does the current plan hold value to the organization?
How useful are the existing communication tools to potential donors?
If asked, what communication tools would staff request in order to be more productive?
How consistent is the current communication plan delivered to staff and volunteers?
What tools or trainings do the staff of the CCFA need to be more effective in theircommunication delivery?
Scope
In this audit, the internal communication plan between chapters
and staff and then staff and volunteers will be analysed. The
external communication plan including press releases and other
public relations mediums will be reviewed. How does the Crohns
and Colitis Foundation of America show a direct need to the
public? In addition, staff and beneficiaries will be interviewed to
determine individual needs.
Organization Mission
The mission of the Crohn's & Colitis Foundation of America
(CCFA) is to cure Crohn's disease and ulcerative colitis, and to
http://www.ccfa.org/about/http://www.ccfa.org/what-are-crohns-and-colitis/what-is-crohns-disease/http://www.ccfa.org/what-are-crohns-and-colitis/what-is-ulcerative-colitis/http://www.ccfa.org/about/http://www.ccfa.org/what-are-crohns-and-colitis/what-is-crohns-disease/http://www.ccfa.org/what-are-crohns-and-colitis/what-is-ulcerative-colitis/7/30/2019 Final Analysis for the CCFA
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improve the quality of life of children and adults affected by these
diseases.
This mission statement acknowledges a need. It identifies the
target audience is those affected by the diseases.
The mission statement lacks direct reference to the mode of
productivity. How is the CCFA going to improve life quality of its
beneficiaries?
The mission statement holds value in its commitment to a cure,
but lacks confirmation it its delivery.
A revised mission should be considered by the organization. I
would recommend the following:
The mission of
the Crohn's & Colitis
Foundation
of America
(CCFA) is to
cureCrohn's
disease
and
ulcerative
colitis by establishing funding
for
research and programs toimprove
the quality of life for children
and
http://www.ccfa.org/what-are-crohns-and-colitis/what-is-crohns-disease/http://www.ccfa.org/what-are-crohns-and-colitis/what-is-crohns-disease/http://www.ccfa.org/what-are-crohns-and-colitis/what-is-crohns-disease/http://www.ccfa.org/what-are-crohns-and-colitis/what-is-crohns-disease/7/30/2019 Final Analysis for the CCFA
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adults affected by these
diseases.
Goals, Objectives, and Financial Plans
Revenue Goal:
Achieve $70 million in revenue by December 31, 2013 with a goal
of raising $100 million by December 31, 2015 by increasing
overall annual revenue by 20% each year.
Strategy I:
Expand the major donor giving program and accelerate growth in
revenue from individuals and foundations.
Interviews
Click the name and title of the individual to see interview transcript
Shana Spencer- Endurance Manager, TEAM CHALLENGE
1. What does the CCFA do especially well in its communication with staff?2. What could the organization do better in its communication with staff?3. Does the advertising and communications plan for the CCFA stand out from its peers?4. What methods does the CCFA use to communicate with its beneficiaries?5. How well does the CCFA communicate with its donors?
Kris Walker- Executive Director, Rocky Mountain CCFA
1. What does the CCFA do especially well in its communication with staff?2. What could the organization do better in its communication with staff?3. Does the advertising and communications plan for the CCFA stand out from its peers?4. What methods does the CCFA use to communicate with its beneficiaries?5. How well does the CCFA communicate with its donors?
Brian Platt- Ulcerative Colitis Patient- Beneficiary of the
CCFA
http://d/Shana%20Spencer%20Interview.docxhttp://d/Kris%20Walker%20Interview.docxhttp://d/Brian%20Platt%20Interview.docxhttp://d/Brian%20Platt%20Interview.docxhttp://d/Shana%20Spencer%20Interview.docxhttp://d/Kris%20Walker%20Interview.docxhttp://d/Brian%20Platt%20Interview.docxhttp://d/Brian%20Platt%20Interview.docx7/30/2019 Final Analysis for the CCFA
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1. How were you introduced to the organization?
2. What support have you received directly from the organization?
3. How effective do you feel the organization is in communicating with its beneficiaries?
4. What programs would you like to see offered by the CCFA?
5. Throughout the year, how many times do you receive information from the CCFA?
Inventory and Analysis
Existing Communication material
Update from the President- September
Update from the President- October
Team Challenge Corporate Sponsorship
Team Challenge Logo
Promotional Video- Team Challenge Triathlon
Team Challenge Half Marathon Promo Video
Analysis of Material
Monthly Updates
Pros:
Received positive feedback frombeneficiaries on monthly newsletters.
Allows for an easy, inexpensivecommunication between foundation and itsconstituents.
Keeps beneficiaries and donors aware ofcurrent fundraising and research projects.
Cons: Unlikely that material is being viewed by a
majority of newsletter recipients
http://online.ccfa.org/site/MessageViewer?em_id=115942.0&dlv_id=119585http://online.ccfa.org/site/MessageViewer?em_id=116761.0&dlv_id=120902http://www.ccteamchallenge.org/Assets/Team+Challenge+Chapters/Denver+Triathlon/Sponsorship+Levels+-+Tri.pdfhttp://www.ccteamchallenge.org/Assets/Team+Challenge+Chapters/Rocky+Mountain/TC+Logo.jpghttp://www.youtube.com/watch?v=7up9sFKhBfk&feature=player_embeddedhttp://www.youtube.com/watch?v=0fQrqUr4gwA&feature=player_embeddedhttp://online.ccfa.org/site/MessageViewer?em_id=115942.0&dlv_id=119585http://online.ccfa.org/site/MessageViewer?em_id=116761.0&dlv_id=120902http://www.ccteamchallenge.org/Assets/Team+Challenge+Chapters/Denver+Triathlon/Sponsorship+Levels+-+Tri.pdfhttp://www.ccteamchallenge.org/Assets/Team+Challenge+Chapters/Rocky+Mountain/TC+Logo.jpghttp://www.youtube.com/watch?v=7up9sFKhBfk&feature=player_embeddedhttp://www.youtube.com/watch?v=0fQrqUr4gwA&feature=player_embedded7/30/2019 Final Analysis for the CCFA
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E-mail format may seem impersonal andlack the necessary tools to engage thecommunity.
Too many constituents are distrustful ofgiving email addresses to organizations forfear of junk email.
Corporate Sponsorship PacketPros:
User friendly packet designed for non-employee participants to solicit funds for theorganization from community businesses.
Giving Guidelines have been established for
the community business to determine giftlevel
Incentives have been provided based upon theamount the community business is willing todonate, or sponsor.
Cons:
There is no pitch to accompany the packet togive to non-experienced fundraisers. This
could become a problem if the pitch is notpresent and a participant simply hands this toa business owner and expects them to give inlarge quantities.
This model is effective only for solicitingdonations for a specific Team Challengeparticipant. CCFA lacks company sponsorshipin other areas.
Analysis of Material Continued
Logos
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been created. This website could be invaluable to the
organizations mission statement.
The general website for the CCFA is regularly updated, is easy
to navigate, and presents all the organizations essential
information in a manner that quickly meets the needs of the
user. The URL is accessible and easy to remember.
The Team Challenge website appears less professional than the
CCFA website. It is a simple design which uses the
organizational colors of orange and blue. Links are less
integrated and it is less interactive. The website could use
major renovation to create a more effective communication
style with participants. The URL is somewhat accessible andeasy to remember.
The Take Steps website appears more professional than the
Team Challenge website, and is basically functional. It lacks the
organizational flow of the CCFA website. More importantly, it
lacks an easily accessible URL and it is not easy to remember.
Lastly, the camp oasis website is non-existent. There is basic
information on the service located on the CCFA website,
however a website focused on the camp would be ideal to
promote communicational support to family of those affected
by Crohns and Colitis.
Communication Challenges
Through research of the organizational structure and
communication materials, effective and non-effective
communication strategies are present with the organization.
The top 5 non-effective areas per the executive director are listed
below:
1. Public Awareness
2. Team Challenge Alumni Participation
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3. Take Steps Alumni Participation
4. Donor Return
5. Seminar Attendance
These communication challenges can be overcome with a better
developed communication plan to reach out into the community
through press releases and frequent updates to the web page.
Communication Findings
Existing communication tools used by the Crohns and Colitis
Foundation are well executed by a national team of non-profitprofessionals. Unlike small non-profits, The Crohns and Colitis
Foundation has a an established plan that is mission focused,
focused on future fundraising, and determined to create
awareness in the community. The questions we set out to answer
are below.
Does the current communication plan work for the organization?
The current communication plan does work for the
organization. With minorimprovements including changes to the webpages and focus onexpanding the donor database, the foundation will continue togrow.
Does the current plan hold value to the organization?
Yes, the current plan holds value to the organization by implementing expandingstrategies to gain donors and supporters, as well as an expansion to the programsavailable for beneficiaries of the programs.
How useful are the existing communication tools to potential donors?
Improvements should be made to existing tools to potential donors. New strategies fordonor recruitment are necessary,
If asked, what communication tools would staff request in order to be more productive?
Staff would prefer to have a more user friendly software system to produce thenewsletters, chapter webpages, as well as the weekly updates for participants.
How consistent is the current communication plan delivered to staff and volunteers?
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The communication plan is consistent between all local chapters of the Crohns and ColitisFoundation because it is created by a national office and distributed.
What tools or trainings do the staff of the CCFA need to be more effective in theircommunication delivery?
The Crohns and Colitis Foundation need to be more effective in their communication with
local news agencies. Databases need to be created to encourage timely press releases, aswell as promote scheduling events well in advance.
More review of existing communicational and financial strategies
can be found here in the 2011-2012 Strategic Plan
Situational AnalysisBrianna Westlake
Examining the External Environment
The Demographic Forces
The Crohns and Colitis Foundation exists in order to support
patients with Inflammatory Bowel Disease. Those that benefitfrom the foundation are those who seek the support of groups,
symposiums, kids camp, or other programs designed and
implemented by CCFA staff. There has been a shift and change in
the population the organization serves. With access to the
organization via the internet, the program has changed drastically
since it was founded. This means that information needs to be
readily available to beneficiaries of the Crohns and Colitis
Foundation. The more well informed our beneficiaries can be, thebetter chances there are for disease management.
The demographic who donate most regularly to the
organization are middle aged women. The demographic who raise
the most money for the organization are women aged 25-40 who
are physically fit and generally health conscious. The foundation
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obtains most of its fundraisers through Team Challenge, and
endurance training program. It is easy for this demographic of
people to find the program because the Crohns and Colitis
Foundation recruits its participants from 5k races and other
similar sport events.
The demographic has changed over the years as awareness
of the diseases is spreading. Previously much of the research and
programming was funded directly from patients and families.
Now, it is becoming easier for someone who lacks a connection to
the disease to raise funding as more people become aware and
willing to support a cause which benefits those with the diseases.
The Economic ForcesThe primary source of funding for the organization is through
research grants with an amount of $33,059,332 in assorted
research funding in 2011. Charitable annuities, or regularly
scheduled donations, amounted to $408,700 in 2011. One time
pledges gained the organization $4,051,402 in 2011. The smallest
sector of individual giving is the charitable remainder trust. The
total amount of funds given through a trust equaled $316,555 in
2011. The total amount of planned giving equaled $4,776,657 in2011.
Individuals donate to the Crohns and Colitis Foundation
because they perceive the organization to be effective in its
mission to cure the diseases through research, and more
importantly they trust the organization to allocate funds to
children and adults suffering from Crohns and Colitis.
$34,127,292 was spent in 2008 by the Crohns and Colitis
Foundation on various programs. These include educational
symposiums, support groups, and camp programs. According to
the foundation, Eighty-two cents of every dollar CCFA spends
goes to research, education, and support services. This
statement is heavily represented in fundraising materials. The
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confirmation and knowledge that this funding is going to the
right place and not to salaries is important to donors.
Technological Forces
The latest trend in business technology is innovation thatallows the organization to be more efficient in administrative
tasks. In the Journal of Technology in Human Services,
information technology can be employed to attract donors and to
manage nonprofit organizations resources and capabilities in
more effective and efficient ways and to improve their services
and internal operations (Pinho & Macedo, 2006). An innovation in
database control was the most popular desire amongst a sample
of nonprofit organizations.At the Crohns and Colitis Foundation, there is a strong need
for a more user friendly program for the chapter web page and
newsletter generator. They currently use Convio, and executive
director Kris Walker has shared their displeasure with the
software. An updated software for the webpage and newsletter
could mean a substantial difference in the direct following the
organization has. If information is not being communicated
effectively, the organization is not effectively raising anddistributing funds.
The chapter webpage needs substantial improvement. With
a more updated, interactive, and user friendly page, the CCFA
would be able to ensure a more direct following. For example, Kris
Walker would like to implement a program that would allow the
page to automatically update with a new article or bit of
information. That way, each time a repeat visitor came back they
could find new information on the diseases or the programs the
foundation offers.
Political Forces
Current political healthcare priorities affect the Crohns and
Colitis Foundation. For example, new penalties will be charged to
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hospitals who have too many boomerang patients. As a result,
more hospitals are joining forces with local doctors offices and
other programs to ensure that once patients leave the hospital
they are equipped with the proper support system to prevent
readmission to the hospital. The CCFA can benefit from thisscenario because joining with larger organizations helps to spread
the message. If hospitals gain a referral system, they can include
health foundations on their list of resources. It is possible
organizations like the CCFA can gain membership from these
references, while patients can prevent readmission by education
and support received through the organization. Of course with the
upcoming presidential election, the ruling on medical regulation
could change again and this partnership may become, onceagain, underutilized.
Internal Environment
Management Objectives
There is a strategic organization plan that guides the work of
the organization. It was created in 2010 to project tasks through
2012. There are clear management objectives, including but not
limited to growth goals, budget goals, organizationcommunication, and mission goals. Staff members are aware of
the management objectives for the organization. They are also
aware of how this affects their job duties and performances. They
relate to the program objectives in several ways. For example,
the endurance manager of Team Challenge approaches her duties
from the perspective of a patient. She has Crohns disease and
therefore approaches each goal with the mission in mind. The
endurance manager of Team Challenge Triathlon approaches herduties and goals from a financial background. She benefits the
organization because she comes to the table with logical
organization of funding and budgeting. She can foresee financial
struggles or opportunities far in advance and is therefore a
reliable and effective fundraiser.
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Human Resources
The staff comes from a variety of backgrounds. Executive
Director Kris Walker comes from a variety of director positions.
She was the director of Major and Planned Gifts at the American
Diabetes Association, National MS Society, and the Gamma Phi
Beta Foundation. Shana Spencer, Team Challenge Endurance
Manager came with experience in events working as the National
Production and Logistics Manager at Mountain Sports
International. Nina Nelan, Endurance manager for Team
Challenge Triathlon and Team Challenge Colorado Springs, comes
to the CCFA with a background as a tax lawyer. Jeremy Stern,
Senior Walk Manager, has experience in community affairs and a
masters degree in sports administration.
There is training provided for staff and frequent meetings
which promote communication about essential functions of the
organization. Though we have a wide range of experience in our
staff, we lack someone with the time to focus projects such as
public relations. The position of Development Coordinator will
open in January of 2013 and will allow the core staff to focus on
their own projects. The development coordinator will be requiredto maintain databases of PR contacts, assist on large projects,
locate major giving sources, etc.
Financial Resources
The organization is currently devising a plan to establish
stronger financial footing. Currently, the budget does not cover all
existing activities. The organization pays its expenses in a timely
manner. The organization has a reserve fund in the form of
investments. The organization has a core group of supporters and
donors. The supporter and donor base needs to be expanded and
diversified. The disease does not currently receive the same
support that other autoimmune diseases do, and therefore does
not receive the same funding. This is a weakness in the
organization that will be addressed in the SWOT analysis.
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Physical Infrastructure
The organization does not have enough workspace for staff,
consultants, and temporary workers. The office has three
permanent office spaces, and three more office spaces divided by
cubicle walls. The space is not conducive to teamwork. Frequently
staff find themselves shouting at each other between offices to
attempt to communicate. There is adequate light, air, and heat.
There is space to hold a private conversation in one of the
individual offices. The neighborhood appears safe to work odd
hours. There is room to expand in the office building, though the
cost is unknown. Beginning next year, many of the staff will be
working as a mobile work force. The purpose of the mobile work
force is to send staff to public areas to work. For example, they
may choose to spend their day working at Starbucks. The hope is
that it will cut down on office costs, as well as promote the
programs by speaking about them in public. The choice was made
at a national level, and does not seem to be popular amongst the
full time staff.
Technology Infrastructure
People do have adequate computers to perform their jobs,however they lack necessary software to maximize productivity.
Staff often complains about lack of success with their website,
newsletter, and donor database software. Frequently work is lost
while creating necessary documents. Full time staff member
Shana Spencer said she had worked for hours creating the new
newsletter, and when she uploaded it, the program lost all her
changes. She said I wanted to cry. Executive director Kris
Walker said you should have cried, you lost a lot of work! Thephone system does meet the needs of the organization. There are
no special equipment needs that should be addressed at this
time.
SWOT
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Strengths of the organization include a solid mission
statement, a relatively unique fundraising method, and strong
staff commitment to the mission.
Weaknesses of the organization include a lack of focus on
media relations. They also face the quintessential problem of a
nonprofit organization; Too much to get done, not enough staff or
time to do it.
Opportunities that exist in the next 18 months include a
growth in patient programs including a new peer program. This
opens up doors for growth in the donor pool as more people will
be exposed to programs offered by the Crohns and Colitis
Foundation.Threats that exist in the next 18 months include an
introduction of a new position within the office which may disrupt
the current job duties of full time staff. Also, there is a need to
raise $100,000 by January 2013 to meet budget requirements.
Without this income, the office will be unable to hire a full time
staff needed to manage the Take Steps walk team in Salt Lake
City, UT.
Opportunities Threats
Strength
s
New Mission Based Programs Committed Staff
removed from office
Weaknes
ses
New programs being established
without funding
Too many programs,
not enough time or
money
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Target Audience ReportThe Crohns and Colitis Foundation Rocky Mountain Chapter
Demographic Information:
Children and adults suffering from Crohns Disease and/or Ulcerative
Colitis as well as their immediate support system including parents and
families.
Those who are affected by Crohns or Colitis but have not yet reached
out to the CCFA
Individuals who have no prior knowledge of the diseases
Geographic Information
Rocky Mountain Chapter serves Colorado, Wyoming, and Utah.
The office is located in central Denver, CO.
Psychographic Information
Supporters are bound by a common goal to find a cure for IBD
Many are physically fit, interested in participating in first time
endurance sports.
Women are the most commonly recruited for training programs.
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Framing Analysis
1. State the organizations mission statement:
To cure Crohns Disease and Ulcerative Colitis and to improve the quality of life of
children and adults affected by these diseases.
2. Identify four key themes for the organization:
Patient support
Research
Disease Awareness
Program Funding
3. How the organization frames the issue.
a. What is the problem/cause/solution as articulated by the
organization?
The problem is the painful gastrointestinal diseases that affect their
constituents, at this point they have not identified a specific cause, and the solution
is medical research to locate a cure.
b. Framing: Thematic
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c. Public Policy : Emphasis needed on disease existence and prevention
through healthy living.
4. How other organizations frame the issue
a. What is the problem/cause/solution?
Large national campaigns are framed by employing the power of
pathos. In the case of the national Humane Society, we see pictures of
abused and neglected animals with heart wrenching music in the
background. People are generally unaware of the commonality of these
tragedies.
b. This Framing is thematic.
c. Community: Access to program information is essential
5. How does the media frame the issue?
a. Is there more than one public frame?
i. Yes. Most chronic illnesses framed in the media apply to all
diseases.
b. What is the problem/cause/solution?
i. Media seeks stories that customers want to see. Therefore, the
problem may be a specific individual working for the cause. For
example, Cloverton the Deaf Dog has his own team for the Bike
MS program. He was featured on the news as a dog, raising
money for MS to find a cure for the disease.
c. Media frames these issues in an episodic manner.
d. Where is action needed:
i. Individuals should reach out to the media to spread the word on
the causes and programs that are important to them.
Name of Publication/Source : __Long Island Business News__
Title: __Long Island Foundation is Ensuring Crohns Disease and Colitis Sufferers are
Not Alone__
Date:__8/19/2005__
Type of Piece: __ news feature__
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1. What spokespeople are mentioned:
Executive Director of Long Island chapter of the Crohns and Colitis
Foundation, Edda Ramsdell
2. What is the core position of the article:
The position of the article is to educate the community and communicate
support to patients with IBD.3. What catch phrases are used?
Awareness
4. How does the piece describe the problem/cause/solution?
The problem is the struggle to cope because of the nature of the diseases
and the solution is to build a support net for patients.
5. Is the framing episodic or thematic?
The piece is thematic
6. How does the piece characterize the source of the problem?
According to the piece, the source of the problem is that previously IBD was
categorized as solely psychological disorders rather than a physiological
disease.
7. How does the piece characterize the solution to the problem?
The executive director is quoted saying patient education is key. The writer
of the article also claims that the chapter has formed good relationships with
the media, and therefore has great publicity which is essential to gain the
funding to provide micro patient support and macro disease research.
8. What does the piece predict the outcome will be?
The piece predicts that the foundation will be around to help many patients
suffering from IBD from all walks of life.
9. What are the core principles underlying in the piece?
The executive director states that the biggest challenge is the need forfunding for ever expanding number of hands we hold. In other words, every
chapter of the CCFA will always be in need of finances.
10. Whats not being said? Where are the inconsistencies in the arguments being
advanced in the piece?
Since this piece was a general description of the disease and the foundation,
there are many issues that are not discussed in depth. The piece leaves out
numbers of affected patients. They mention that many children are receiving the
Shining Stars Legacy award and they have watched many of these children grow up
and go to law school and get married. Little emphasis is put on the actual
nature of these diseases which require hospitalization and medication.
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WORDS CURRENTLY USED TO DESCRIBE
OUR ORGANIZATION OR THE WORK WE DO
Cure Research
Awareness
Gut Pain
WORDS TO AVOID WHEN TALKING ABOUT OUR
ORGANIZATION AND THE WORK THAT IT DOES
Charity
Give
Disease
NEW WORDS THAT COULD HAVE THE GREATEST
IMPACT ON OUR TARGET AUDIENCE
STATISTICS
COMMUNITY
CONVERSATIONS
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CURRENT ORGANIZATION DESCRIPTION
The CCFA is a foundation which provides patient services and
support to patients through established programs, as well asmaintain funding for the medical community to continue research
on the diseases.
What is the impression the organization wants to make?
The organization wants to appear organized and thoughtful in their production of
patient services and communications with the medical community.
What themes describe what the organization wants everyone to know about
them?
1. The CCFA seeks to eliminate feelings of isolation when diagnosed with a
disease like IBD, and to remove the taboo feelings associated with the
symptoms of the diseases.
2. The CCFA has provided the greatest amount of financial funding for medical
research grants, leading to the discovery of over 170 genes connected to the
diseases. This information moves us closer to finding a cure for these diseases in
our lifetime.
3. The programs established by the CCFA are vital to maintaining the ongoing
physical and mental health of the children and adults who seek the services
offered by the organization.
4. The CCFA has a history of fiscal responsibility and a high percentage of each
dollar raised going directly to patient services and research.
NEW 20 WORD ORGANIZATION DESCRIPTION
The CCFA seeks to facilitate a community conversation on the topicof IBD which affect 1 in 200 individuals in the U.S.
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Crohns
and
Colitis
Foundation
|9/19/2012
TARGET AUDIENCE: ____Untapped Diagnosed Patients____DESIRED CHANGE: ____Get Them Involved___
Part 1.
The patients who have been diagnosed with Crohns or Colitis but have
not yet utilized the services offered by the CCFA are a large audience that could
be a great fundraising resource. Left unassociated with the organization we are
losing a significant opportunity for raising vital funds.
Part 2.
The audience should care because they have been diagnosed with the
diseases and can offer important peer support. Though they may not feel they
need the CCFA at this point in their personal health, they should reach out to the
CCFA to provide their own testimonial for other patients.
Part 3.
I want my audience to desire a supportive community so that when they are
in need of support, they are connected to the organization which can provide
them that support. Due to the nature of the diseases, the need for support can
come with little warning.
If you suffer from Crohns Disease or Colitis:
We need you to connect to our community here at the Crohns and Colitis
Foundation. You know where your journey with these diseases has taken you, and
we need you to communicate your experience with those who look to us for
support. You hold more value to our organization than you might know. We know
you may not need us today, but we want to be here with open doors when you do.Consider supporting this organization today in order to create positive
conversations, healing support,
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The
Crohns
and
Colitis
Foundation
|9/19/2012
Vehicles and DisseminationStrategies
New E-Newsletter Header:
Improvements:
Simplified for a local audience
Remove overused photos
Community focused
7/30/2019 Final Analysis for the CCFA
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21
The
Crohns
and
Colitis
Foundation
|9/19/2012
Old E-Newsletter Header:
Why this current header is bad:
Removed from local audience
Unidentifiable images
Too focused on medicalization
Goal: Encourage existing patients to reach out to the CCFA
Vehicle: Postcards to be distributed at gastroenterology offices to
encourage patient participation
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The
Crohns
and
Colitis
Foundation
|9/19/2012
Goal: Bring awareness of the diseases to
individuals who have not previously heard
of Crohns or Colitis
7/30/2019 Final Analysis for the CCFA
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The
Crohns
and
Colitis
Foundation
|9/19/2012
Vehicle: A public service announcement which
features two Ulcerative Colitis patients
Watch the PSA Here
http://www.youtube.com/watch?v=UIxGILrZ1q4http://www.youtube.com/watch?v=UIxGILrZ1q4