RUNNING HEAD: WE CARE CONNECTION

We Care Connection

Masters of Public Administration

Rahi Patel

Hala Sharif

Edith tuck

Renee Robinson

Keller School of Management

Professor Name: Michael Magro

Submission Date: 12/14/2015

We Care Connection- Nonprofit Organization

1

We care connection

We Care Connection is a non-profit,” One Stop Shop”, organization serving the city of

Watsonville, California. We are a trusted health care provider, an informed educator, a

passionate advocate for the aged and also for those who are in domestically abusive

environments.

Our main focus and objective is to educate the community in various areas and to assist

them to securing and maintaining employment. We care for humanity and work hard to make a

difference in people’s lives.

Demographics

According to the demographic population Watsonville California 2014/2015 the

population was 51,199. Watsonville employs about 4,500 of the population with its ten major

employers in the city of Santa Cruz. There are four Career Centers as well as a virtual career

center. We care Connections will serve as a link to those centers to connect more of the

community with careers and job training.

Unmet Needs within the Watsonville California community are:

Unemployment - Put people in contact with the need resources to become employed and then to

keep their jobs

Education - GED Programs, continuing education programs

Planned Parenthood - educating the community on safe sex

Aging - taking care of our elderly

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Statistics according to Bureau of Labor for Unemployment in Watsonville, California:

The unemployment rate was high from 2010-2012, and it was almost 16%. We, in

partnership with other agencies, are working to reduce this rate and, per the chart shown above,

you are able to see the drastic decrease in the unemployment rate in 2015 in Watsonville. Our

further goal is to reduce this rate from 5% to 2% unemployment and also to offer and create a

more reduced unemployment rate.

Mission

Empowering our community, keeping it safe and improving people’s lives is our focus.

To Connect, To Learn, To Inspire, To Care, To Inform, To Educate and To Serve the

community.

Vision

Create a better community and to be recognized by the public, employers, funders, as an

essential source for an equal, healthy, safe and educated community.

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Case Statement

We Care Connection’s main goals are to provide better education to the people in need.

We provide services with programs focusing on the following areas:

Planned Parenthood

Domestic Violence

Aging Services

Educational Service

We, as a team have provided these services for many years and have seen a drastic increase in

the percentage of employed worker.

We Care Connections Donors and Sponsors

The WE CARE CONNECTION - ONE STOP SHOP – Watsonville is thankful to the

business, organizations, government, and individuals for donating and giving your time for

helping this community through our organization. All your donations are used for educating the

clients we serve, in various fields, and preparing them for employment. There are various

organization and individuals who have donated money, as well as their time, by serving the

community in various ways.

Our primary donations are from private organizations and small business in local areas,

who want to help the community and believe in enhancing the lives of those within the

community.

Anyone can donate money and time to our organization. There are various ways in which

people can donate money, and volunteering are always encouraged. To become a member of We

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Care Connection, individuals may directly contact our organization and will be added to our

mailing list as well as our list for potential benefactors.

We offer three organized events every year. Anyone can attend our events, as they are

open to the public, and encourage and increase potential donations. We also have donation boxes

at many large chain stores, such as; Safeway, Best Buy, and Rite Aid. These boxes will help

donors to save time, and allow for more spontaneous giving.

So above are the various ways of becoming member and donating money and time to help

community and help people to live better life.

Financial

We Care Connection is a Non-Profit organization, by definition, We Care Connection is

an incorporated organization which exists for educational and charitable reasons, Our

shareholders or trustees do not benefit financially. Any money earned by our non-profit

organization is retained by the organization, and used for our expenses, operations, and

programs. We are registered with the state with the intent of providing services or a mission to

the community and there for non-taxable. We are also a 501(C) 3 meaning we are a nonprofit

organization and exempt from federal income tax due to our activities, and or we function in a

charitable, and educational manner. We have limited our powers which is outlined in the We

Care Connections articles of incorporation and nonprofit bylaws.

We Care Connection uses a Line-Item budget, because we are focused on our expenses as

they relate to our revenue. Our budget is consistent and provides a financial over view of our

services.

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We cover 1 fiscal year annually January 1-December 31st.

Revenue Expenses Outputs Outcomes

Our budget is reflective of and is justified in relation to the Mission of We Care

Connections – which is to empower our community, keep it safe, and improving people’s lives,

To Connect, To Learn, To Inspire, To Care, To Inform, To Educate, and To Serve, the

community, our Goals and objectives of supporting our community, and delivering services to

accomplish positive outcomes by Helping people reach their full potential in education and

career placement assistance, addressing the challenges of domestic violence to make a difference

in the community, assisting elderly individuals and disabled persons by providing In-Home care

services, providing reproductive and complementary healthcare services, Empowering the

community with tools and knowledge to improve and protect their reproductive health. Family

planning is one of the 10 great public health achievements of the 20th century. The availability

of family planning services allows individuals to achieve desired birth spacing and family size,

and contributes to improved health outcomes for infants, children, women, and families.

There are five financial policies that We Care connections consider to be important.

They are as follow

1. Financial Responsibility – We are responsible for making sound and just financial

decisions when fundraising and allocating funds to programs, that will be adhered to

through the organization. Appropriate procedures will be communicated frequently by

the proper authority.

2. Accountability – We will up hold the policies of the IRS, State. We will report our

funding practices to foundations, donors and community in an appropriate manner

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3. Financial Integrity –We will up hold and operate in high standards and integrity honesty

and ethically in all of our financial dealings

4. Diverse Funding – We will ethically receive and allocate funding from different types of

income sources by system development infrastructure, building relationships and

communicating effectively.

5. Program Cost – We will make just financial decisions to support our programs. We will

clearly analyze the needs of the program in order to efficiently make program

modifications.

These five policies are what We Care Connection is all about, we are responsible,

accountable, financially stable and ethical.

We Care Connection also has five very important funding sources that we plan to seek funds

from, they are as follow

1. United Way – We will partner with the United Way which is the world’s largest privately

funded nonprofit. They value what We Care Connections Value building stronger

communities, improving education, and health around the world.

2. Government Grants and Contracts – We will see government grants and contracts that are

connected to our programs. Grants.gov is the government site for federal grants and

funding. The site offers a database of more than 1,000 grant programs administered by26

federal grant making agencies.

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3. Donors –We will focus on the potential of individuals that are closest to our organization

and its mission, build personal relationships with affluent and well-connected local

community members. They have a personal connection to and interest in our community,

and therefore may be more inclined to donate and get involved.

4. Fundraising – Activities to raise money that will involve the community and our other

funding sources as well. All can participate in raising funds there no amount too small.

We will also utilize online fundraising using the Internet to raise money for your

organization. Web sites, blogs, email marketing, search engine optimization, Facebook,

tweets, etc. are just some ways to do this.

5. Corporations - Corporate giving, also known as corporate philanthropy, the act of for-

profit companies donating some of their profits or resources to nonprofit organizations.

These donations may come from the company directly, or through a separate, company-

sponsored foundation or public charity. We care connects will seek funding here as a

way to build a relationship and to obtain large amounts of funding for our programs.

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Government Contracts & Grants 300,000.00

United Way 325,000.00

Contributions 30,000.00

Third party Payments 70,000.00

Program Income 35,000.00

Special Events 90,000.00

Endowment 40,000.00

Miscellaneous 20,000.00

Total Revenues 910,000.00

Expenses

Salaries Wages579,500.

00

Director @ 55,000.00 55,000.00

Manager @ 50,000.00 50,000.00

Accountant @ 45,000.00 45,000.00

Case Managers 5 @ 45,000.00 225,000.00

Counselors 2 @ 48,000.00 96,000.00

Nurse 2 @ 48,000.00 96,000.00

Support Staff 5 @ 25,000 12,500.00

Total Salary and wages 579,500.00

ERE @ 20% 144,875.00

Rent 45,000.00

Aging 50,000.00

Planned Parenthood 50,000.00

Domestic Violence 50,000.00

Career & Education 50,000.00

Additional Services 20,000.00

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Human Resources

Domestic Violence Counselor

Organizations employ domestic violence counselors to assist clients facing domestic violence to

improve their life.

Job Summary:

This position is responsible for counseling of sexual assault and domestic violence victims along

with other members of the community. Other major duties may include the supervision and

training of staff/ volunteers/interns who support the program.

Duties and Responsibilities:

Provides counseling to victims of sexual assault, domestic violence, community mental health,

and anger management as required

Conducts client assessments at entry into program, ongoing periodic evaluation and at exit of

program

Board of director

Development Director

Trina Saffold

Health Services Director

Jan Carlin

Volunteer DirectorJessica Gross

Domestic Violence Counseling Services

Mary Tomas

Program Director Diana Jamison

Human Resources Director

Allie Wilson

Fundraising DirectorMichelle Wardle

Executive directorJohn Smith

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Ensures case documentation is up-to-date and reflective of services provided. Files are subject to

review at anytime

Participates in outreach/consultation services in the community

Facilitates and oversees support groups for victims of sexual assault and domestic violence (for

community and shelter)

Supervision of interns in Counseling Supervisor’s absence

Handles client concerns with regards to counseling issues

Other duties as assigned by supervisor

Conflict of Interest

It is important to understand IRS guidelines about conflict of interest when structuring

the board of directors for a nonprofit organization. A conflict of interest is a transaction or

arrangement that might benefit the private interest of an officer, board member, or employee.

Conflicts of interest in a board of directors can take several forms. Related parties on the board,

board members related to employees, certain transactions, and dual-capacity individuals all

present a conflict of interest. While it might not be possible to avoid a conflict of interest in

every situation, it is best practice to avoid or minimize them.

This Conflict of Interest Form should indicate whether the nominator(s) has an economic

interest in, or acts as an officer or a director of, any outside entity whose financial interests

would reasonably appear to be affected by the addition of the nominated condition to the

newborn screening panel. The nominator(s) should also disclose any personal, business, or

volunteer affiliations that may give rise to a real or apparent conflict of interest. Relevant

Federally and organizationally established regulations and guidelines in financial conflicts must

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be abided by. Individuals with a conflict of interest should refrain from nominating a condition

for screening.

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We Care Connection - Conflict of Interest Form

Date: _____________

Name:

Position:

Please describe below any relationships, transactions, positions you hold (volunteer or otherwise), or circumstances that you believe could contribute to a conflict of interest:

• I have no conflict of interest to report.

• I have the following conflict of interest to report (please specify other nonprofit and for-profit boards you (and your spouse) sit on, any for-profit businesses for which you or an immediate family member are an officer or director, or a majority shareholder, and the name of your employer and any businesses you or a family member own:

1.____________________________________________________________________________

2.____________________________________________________________________________

3.____________________________________________________________________________

I hereby certify that the information set forth above is true and complete to the best of my knowledge.

Signature: _____________________________________________________________________

Date: _________________________________________

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Training Methods

1- On-the-job training (OJT) involves inexperienced or newer employees who learn from others

within the organization. The trainee gains knowledge and skills during this training and applies it

during the job performance.

2- A simulation is a training method that represents a real-life situation in which trainees' decisions

result in outcomes that mirror what would happen if they were on the job.

3- A case study is a description about how employees or an organization dealt with a difficult

scenario. Trainees review the situation and gain insights of the actions taken within the case

study. A main result is to look for actions that could have been taken to produce a different

result. This approach assumes that the employees will learn through this process of discovery.

4- Role-playing is a training method that requires the trainees to act out characters based on

situations with which they have been provided.

5- Team training involves coordinating the performance (i.e., knowledge, attitudes, and behaviors)

of employees who work interdependently to achieve common goals. It typically involves

multiple methods of delivery, such as lecture, video, role-plays, and simulations.

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Stakeholders:

1- Beneficiaries: They are people who receive direct service from our organization. This also

includes family members, children, youth, and caregivers who might approach us for help.

2- Donors and Funding Sources: They help provide the resources necessary to get the job done.

They include any entity that authorizes or mandates our existence.

3- Local Community: The surrounding community as a whole has a stake in how well a nonprofit

organization completes its mission and objectives.

4- Employees and Volunteers: They play a vital role in provide essential services to keep the

nonprofit growing. They are important stakeholders because they both are committed to the

cause of the organization.

5- Board Members: The board of directors has a very important impact on the success of our

nonprofit organization. It is fundamental to the legality of our organization and locating people

with the best skills as well as the wisdom, honesty, and spirit of public service to guide our

organization through the good times and the bad.

Management Information System

A strong link needs to exist between a social service agency's performance measurement,

monitoring, and program evaluation systems and its management information system (MIS).

Our organization will manage information with regard to confidentiality, safety,

accuracy, integrity, reliability, cost-effectiveness, and legal compliance. We will utilize

appropriate technology to enhance capacity and thereby improve our efficiency, effectiveness,

and accuracy in the achievement of our mission.

We will have written technology plan that is integrated into our short-and long-term

strategic and operational plans. The plan will include assessment and provide for funding of

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necessary technology acquisition and upgrades. Moreover, we will invest in appropriate

telecommunications equipment (such as telephones, voice mail, and fax machines), up-to-date,

compatible computer hardware and software, email accounts, and Internet access to enhance our

organization’s ability to achieve its mission. We will have a catastrophic recovery plan and

would utilize at least minimal security measures, such as off-site electronic back-up, virus

protection (updated regularly), and firewalls. We will develop and regularly update our website

and maintain email accounts.

Currently we use general-purpose software, such as Microsoft Excel or Google Drive, to

manage data. We will be using fundraising management system that is user-friendly and easy to

meet the organization needs. Furthermore, we want to implement comprehensive constituent

tracking and communication tools for the purpose of nurturing relationships with donors and

other supporters. This will help our nonprofits maintain vital contact records and reduce the time

it takes to retrieve contact information. Built-in outreach and communication tools, meanwhile,

help expedite correspondence via direct mail, email and online channels.

Our stakeholders help us to achieve our objectives. Their buy-in and engagement is essential

for our nonprofit to achieve its mission. The three main goals of our engagement with

our stakeholders are to develop a deeper understanding of problems, create new and better

solutions and build more effective organizations. Besides, we need to communicate with our

internal stakeholders on a regular basis to keep them informed and engaged. In addition to

establishing strong ties to key external stakeholders, such as potential recipients of our services,

community leaders who can influence local policy decisions and financial institutions known to

support our programs.

Communications and Marketing

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We Care Connection strives to bring responsiveness to the community of Watsonville through

the programs that we offer. Our mission and vision drive us to operate with a spirit of excellence,

building trust within the community, thereby building brand awareness. By communicating

community change to our nonprofit stakeholders as well as our volunteers, who work and serve

the community through We Care Connection, further awareness is created through word of

mouth advertising.

The key to creating strong brand awareness is by repeatedly exposing our brand to our target

audience, the community of Watsonville California, volunteers and stakeholders.

Stakeholders

The stakeholders on the Board of We Care Connection are members from various local

businesses, other non-profit organizations, volunteers, and clients who live within the city of

Watsonville. Our efforts to build brand awareness, encourage familiarity with our program, and

the services which we provide. By constantly exposing our brand to our target audience, within

the city of Watsonville, residents will form an appreciation for the availability of the various

programs, comprised within We Care Connection, allowing us to further earn their trust and

loyalty. These promotion efforts seek to increase the number of donors and benefactors for our

organization’s programs, operations and administrative needs.

Communications

Communicating change to stakeholders is vital to the success of the organization’s goals,

mission and vision. Upon identifying the stakeholders for We Care Connection, implementation

of a plan of communication is key to understanding the needs of each individual member, in

order to publicize information in an acceptable manner. In doing so, we must first access and

recognize the needs, and best communication options, for each individual stakeholder, whether

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by email or face-to-face, it is imperative that each Board member is reached in a timely and

effective manner. It is also important to identify which aspects of the message are you going to

emphasize, and which parts of the message have particular importance for the person you are

communicating to.

What matters most, when communicating with stakeholders is not just what we say, it's

the how we say it and when we say it, in order to achieve the most favorable outcomes to reach

our overall objectives.

Marketing

The stakeholder group that we must focus on when formulating a marketing plan for We

Care Connection is comprised of the following individuals. It should be noted that some of the

members are also listed within the human resources chart as well. They are listed as follows:

John Smith: Executive Director, Fundraising Planning

Drafts (with development staff) a development plan, oversees its implementation, and involves

the board in fundraising. Acts as the main representative of the organization and (when there is

no development director) communicator with major funders.

Trina Saffold: Development Director

Develops and implements a strategic plan to raise vital funds for the organization in a cost-

effective and time-efficient manner. The development director's primary responsibility, however,

is to oversee fundraising, rather than to actually raise money.

Michelle Wardle: Fundraising Director

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Fundraising policies. Drafts gift-acceptance policies and personal giving guidelines for board

members. Actively participates in the overall fundraising efforts as directed by development

staff. Takes a lead in securing the campaign's success during capital campaigns

Bianca Reid: Program Secretary

Maintains the various mediums of social media, ensuring that information is relevant and up to

date. Coordinates with volunteers, organizing efforts for mass mailings to potential benefactors

and other organizations for fundraising.

Cherry Spencer: Volunteer/Board Member

Works closely with other volunteers to distribute flyers, phone calling, and other word of mouth

advertising efforts necessary to gain more program recognition.

Marketing Tools

The most effective marketing tools that were identified as having the most impact for We

Care Connection, and which are the most cost effective for our set fundraising goals are:

1. Local Partnerships

One of the best brand building strategy is to get involved with local partnerships, which is

especially important for local-oriented businesses, but can be applied for other businesses as

well. Partnering with other local businesses to hold join introductory seminars, festivals, benefits

and other events to promote awareness and raise funds. Sponsorships by local sports teams

which will donate to our charity events, and displaying our banners during festivals and events

will let the public about our programs and the needs that we seek to fill.

2. Freebies

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Everyone loves getting things for free. By putting our brand name on post-it pads, pens, magnets,

and other items related to the various services that We Care Connection offers, we can then give

them away local festivals and other events.

3. Referral Programs

Clients and business owners will gladly spread the word about our services when they know that

they will get an added perk. By offering advertisement for businesses who donate whether

monetarily, or in kind, to our program. Also listing within free local publications and other non-

profit organizations, media outlets and local churches.

4. Social Focus

Social networks are constantly increasing and trying to be forever active on all of them will

cause unwanted chaos when attempting to maintain each network. Since that we are a non-profit

organization, it would be best if we focus our attentions to media sites where other non-profits

advertise. By knowing which media site our audiences’ access the most, and focusing on those

networks, in particular, will help to obtain more awareness to our program.

5. Pro Story Telling

Creating emotionally touching, captivating stories that connect personally with other

clients, will help them to remember our name. Posting photo boards within the various

program areas, or loading videos onto our Facebook page, showing the successes and

personal testimonies, of the clients that we have helped, will not only make other clients

feel that, they too can be successful, but will also create more word of mouth advertising.

Summary

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We Care Connection is genuinely concerned about the community of Watsonville,

California, its residents, and the clientele which we serve. By offering programming in various

areas, including Planned Parenthood, Domestic Violence Services, Aging Services and

Educational Service, we are a force in fulfilling the needs of the population. Our governing board

is diverse and has a strong and sincere commitment to the ideals of our mission and vision.

We are committed to providing confidentiality and building trust between the individuals

who utilize our services and the programs employees and program volunteers.

Our Board advises in a professional and concerned manner with members of other non-

profit organizations, as well as with the We Care Connection program directors, to build

relationships and encourage program growth. They also strive to operate within budgetary

guidelines, while continuing to reach out to the community to encourage and motivate

individuals to donate to our program by building relationships with business owners and public

officials, and maintaining and building recognition and positive relationships within the

community of Watsonville.

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Reference

Us Census Bureau, (2014-2015), Population Demographics for Watsonville, California.

https://suburbanstats.org/population/california/how-many-people-live-in-watsonville

K. Overmeyer, Economic Development Manager, Watsonville Growth Opportunity, Monterey

bay,

California.

http://growinwatsonville.com/resources-and-forms/housing-rehab

http://www.santacruzhumanservices.org/WorkforceServices/WorkForceSantaCruz/tabid/

329/Default.aspx/LinkClick.aspx?link=309&tabid=299

http://www.bls.gov/bls/exit_BLS.htm?a=true&url=http://www.dol.gov/

Santa Cruz Area Chamber of Commerce, Santa Cruz, CA 95060.

http://www.santacruzchamber.org/cwt/external/wcpages/chamber/board.aspx

http://www.ncadv.org/learn/statistics

http://www.nationalcenterdvtraumamh.org/resources/chicago-and-illinois-domestic-violence-

agencies-and-organizations/

http://www.safehorizon.org/page/counseling--support-groups-71.html

Kettner, Peter M. Designing and Managing Programs, An Effectiveness-Based Approach, 3rd

Edition.

SAGE Publications, Inc., 11/2007. Vital Book file.

Avoiding Conflict of Interest on a Nonprofit Board of Directors. Retrieved.

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https://www.501c3.org/avoiding-conflicts-of-interest/

Counseling Job Description. Retrieved

http://www.ywca.org/atf/cf/%7B6A3960C4-73F5-4FFE-8717-BBBFCF47D87E%7D/

Counseling%20Volunteer%209-9-10.pdf

Conflict of Interest Disclosure

http://www.hrsa.gov/advisorycommittees/mchbadvisory/heritabledisorders/

nominatecondition/conflictform.pdf

How to Build a Stakeholder Base for Nonprofits.

http://smallbusiness.chron.com/build-stakeholder-base-nonprofits-39388.html

Nonprofit Software Buyer View, 2015.

http://www.softwareadvice.com/nonprofit/buyerview/report-2015/

Stakeholders of a Typical Non-Profit Organization.

http://www.startnonprofitorganization.com/stakeholders

5 Stakeholder Groups Who Can Change Your Program.

http://tobijohnson.typepad.com/tobisblog/2011/06/5-stakeholder-groups-who-can-change-

your-program-.html

18 Sneaky Ways to Build Brand Awareness.

http://www.wordstream.com/blog/ws/2015/07/10/brand-awareness

5 Powerful Methods to Build Brand Awareness without Having to Shout.

http:/www.flashbay.com/blog/powerful-methods-to-build-brand-awareness

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Building the Brand Pyramid; Building Customer Loyalty.

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