JUNIOR ACHIEVEMENT

OF GREATER KANSAS CITY 2022 Integrated Marketing Communication Proposal THE UNIVERSITY OF KANSAS | JANUARY 2022 Integrated Marketing Communications Capstone

Contents 01

Meet the Team

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Connect to Donate

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Executive Summary

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Conclusion

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Situation and Competitor Analysis

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Appendices

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Research Overview

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References, Resources and Works Cited

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SWOT Analysis

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Target Audience and Personas

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Connect for Awareness

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Connect to Recruit

• Trends • Primary Research and Implications

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Kris-Ann Carduff

Ashlee Parker-Osborne

Mattie Melton

Pat Piper

Jon Niccum

Sarah Robertson

Deanne Belshe

Laurie Bollig

Elise Bunting

SECTION 01 | MEET THE TEAM

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SECTION 02 | EXECUTIVE SUMMARY

Few skills remain more practical than developing the knowledge and ability to compete in a global economy. Junior Achievement of Greater Kansas City emphasizes that mission for young people striving to take charge of their own economic success. But a worldwide pandemic, unsteady economy and competition from neighboring organizations have hampered that mission recently. In order to thrive within this challenging environment, Junior Achievement must embrace its core goals to awareness, recruit and donate. Each of these offer “doors into the same room.” Better awareness attracts more volunteers. More volunteers can net more individual donors. Outstanding volunteers and donors help boost familiarity in the community. During the fall of 2021, our marketing class conducted primary and secondary research specifically focused on volunteer and non-volunteer activities. Our primary research collected data from more than 400 Kansas Citians through an anonymous online survey, and we spoke directly to 17 community volunteers who shared insights into their motivations. By analyzing both the target audience and persona of potential and current volunteers, we determined that those associated with Junior Achievement are ultimately motivated by feeling connected to the organization’s core goals.

Key Implications:

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Junior Achievement must create awareness around its central purpose and future mission.

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It needs to increase the number and diversity of its volunteers.

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It must maintain relationships with corporate donors but also expand its reach to individual donors through new tactics and opportunities.

Our research report considered what the members of Junior Achievement told us. They care about the Kansas City community; they care about their primary mission of preparing young people for rewarding careers; they care about diversity, equity, inclusion and belonging. While our research embraces all that Junior Achievement already is, it provides new strategies, tactics and practices for elevating the organization to a fresh new level of success.

While Junior Achievement has a loyal and passionate base, it needs to transform and expand to progress. To fulfill this mission, several key areas should be addressed:

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SECTION 03 | SITUATION ANALYSIS AND COMPETITOR ANALYSIS

The Client Junior Achievement of Greater Kansas City is the local chapter of Junior Achievement, the nation’s largest organization dedicated to giving young people the knowledge and skills needed to own their economic success, plan for their futures and make smart academic and economic choices.    Junior Achievement’s mission is to inspire and prepare young people to succeed in a global economy. The local chapter serves communities and school districts on both sides of the Kansas and Missouri state lines.    Locally, Junior Achievement’s mentors and volunteers inspire and serve nearly 25,000 students in more than 1,200 classrooms from 192 different schools across the Kansas City metro region each year.    Nationally, Junior Achievement reaches more than 4.8 million students each year in 209,651 classrooms and after-school locations.  In 2021, Junior Achievement raised $7.1 million in Kansas City through a capital campaign to launch the Junior Achievement Youth Learning Lab and JA BizTown.    In 2022-23, the organization plans to launch an educational program called 3DE in two high schools in the Kansas City area: Northeast High School in the Kansas City Public Schools District and Olathe East High School in the Olathe School District.    3DE is a unique high school education model and brand developed by Junior Achievement in partnership with leaders in business and education. This launch will significantly increase the budget and volunteer needs of Junior Achievement.

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Direct and Indirect Competitors  Direct:  • PREP-KC (Partnership for Regional Educational Preparation-KC) is a self-described “leading urban education intermediary” that pursues the mission of “inspiring students to aspire to something higher.” Similar to Junior Achievement of Greater Kansas City, PREP-KC provides partner schools with the chance to engage with community professionals to help students “explore their futures and see the relevance of rigorous academic preparation in high school and beyond.”  • School of Economics (SOE) is inspired by the social science that concerns the description and analysis of production, distribution and consumption of goods and services. Its mission is to “engage students through real-world learning to promote lifelong financial capabilities.” Founded in 1994 through collaborative efforts of the Blue Springs School District, the City of Blue Springs and local businesses, SOE provides high-quality, reality-based educational experiences that prepare young people to understand and apply basic marketplace concepts and skills that lead to business-related careers. Indirect:  • Operation Breakthrough is a not-for-profit corporation that establishes “a nurturing and safe environment for children of the working poor.” The Kansas City, Missouri, organization began as a response to the need for providing quality childcare and a nurturing and safe environment for children in poverty. 

03 SITUATIONAL ANALYSIS AND COMPETITOR ANALYSIS • Boys & Girls Clubs of Greater Kansas City has been in operation for nearly 100 years, inspiring kids to “live out their dreams through affordable, accessible opportunities in the urban core.”  • The Boy Scouts of America’s stated mission is to “prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Law.” It is one of the largest youth organizations in the U.S., with around 1.2 million participants. 

• Volunteer retention is not a focus for Junior Achievement of Greater Kansas City right now, and that is of concern. Many volunteers come to serve at Junior Achievement through corporate sponsor relationships and are “volun-told” to serve, so they aren’t personally engaged in — or are unaware of — the organization’s mission.  • Over the past 24 months, Junior Achievement has had to pivot to provide online volunteer opportunities, which may diminish the connection people feel with Junior Achievement’s students, classrooms and current and future mission.  • Time and geography are a challenge for volunteers.

• Girl Scouts of the United States of America promotes “compassion, courage, confidence, character, leadership, entrepreneurship and active citizenship” through activities that involve serving the community and earning badges by acquiring practical skills. Client Challenges  • Donations are mainly focused on corporate donors and not individuals, making the connection less personal.  • Time is focused on donors and not future strategies.  • Based on marketing data provided by our research team in the fall of 2021, we found there was a lack of awareness for Junior Achievement of Greater Kansas City among our survey participants and the indepth interviews we conducted. Of our 419 survey participants, 285 of them — 65.4% — indicated they were “not familiar at all” or were only “slightly familiar” with Junior Achievement.

The Junior Achievement Environment  The pandemic has disproportionately affected nonprofits, and none more than Junior Achievement of Greater Kansas City. Access and opportunity no longer resemble what they were in 2019. Strong educational programs once hosted on site at schools have been reduced first to virtual experiences and now to a hybrid model. Junior Achievement moved into a spacious office building at 47th Ave. and Mission Rd., and opened the new learning lab and BizTown with little fanfare because of the pandemic. Communication and collaboration among staff members have been challenged by work-from-home policies and pandemic protocols. Currently, the staff is operating without several key full-time positions, which has limited what can be done in the areas of development and marketing.  

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03 SITUATIONAL ANALYSIS AND COMPETITOR ANALYSIS Actions Junior Achievement Must Take  Junior Achievement must create awareness around its central purpose and future mission. It needs to increase the number and diversity of its volunteers while providing concrete evidence of how it accomplishes its stated purpose of helping young people succeed. To increase funding necessary for future projects, Junior Achievement must maintain its relationships to corporate donors but also expand its reach to individual donors.

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SECTION 04 | RESEARCH OVERVIEW

During the fall of 2021, our marketing research class studied market trends and conducted primary research specifically focused on volunteer activities. We conducted research into the motivations of volunteers and non-volunteers in the Kansas City metropolitan area and among people of color to answer the question “Who is Junior Achievement’s volunteer of tomorrow?” Through this research, we found studies and trends about brand awareness and donor activity.  The following is a summary of those findings as they relate to Junior Achievement of Greater Kansas City’s specific questions around (1) increasing awareness of Junior Achievement’s mission and programs; (2) recruiting and retaining volunteers whose lived experiences better mirror that of Junior Achievement’s students; and (3) increasing donations from individual donors. For complete research results, please refer to the report prepared by the marketing research class and delivered to Junior Achievement in December 2021. Market Trends and Secondary Research Our team noted several important trends and gathered secondary research about volunteer activity and demographics. Overall, the secondary research shows how, in ways big and small, the world we knew in February 2020 isn’t coming back. • By 2030, 44% of the U.S. population will be multicultural. Here in the Kansas City area, our Hispanic and Latinx populations have grown — and that trend is predicted to continue. • People are interested in volunteering again, but maybe not in all the same ways as before.

• The world of work — right down to the details of where people work, how often and with whom — is fundamentally changing. And what’s come to be known as The Great Resignation may affect corporate volunteer recruitment. • Diversity, equity, inclusion and belonging are important concepts to model among staff and leadership of Junior Achievement of Greater Kansas City. Volunteers are Returning A November 2020 survey by Fidelity Charitable found two-in-three volunteers reduced or stopped volunteering because of the pandemic. Ten months later, a similar survey by Fidelity found volunteers were looking to increase their involvement with 35% planning to spend more time volunteering in the future (2021 giving report, Fidelity Charitable, 2021). A Look at the Demographics The U.S. Census Bureau projects 44% of the U.S. population will be multicultural by 2030. Junior Achievement of Greater Kansas City wants to recruit more diverse volunteers, and research shows this could present a challenge. According to the United States Bureau of Labor Statistics, volunteer demographics heavily skew white and female. Regardless of age, race or ethnicity, women volunteered at a rate six percentage points higher (27.8%) than men (21.8%). Latinx Population is Growing Another trend Junior Achievement should note is the growing Latinx population in Kansas City. Missouri saw a 43% growth in its Hispanic population since 2010, and Kansas saw a 28% growth over that same time frame. The Hispanic community seeks recognition and representation

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04 RESEARCH OVERVIEW across culture, language, values and traditions. Organizations that understand and adapt to this group’s interests and needs will stay relevant over the next few decades (Connecting Brands + US Hispanic audiences. H Code, 2020). Impact of The Great Resignation Today’s employees want to work for organizations that stand for something. While corporate social responsibility (CSR) has gained traction and adoption over the past 20 years (Farcane, N., & Bureana, E, 2015), today’s employees expect their employer to take a position on societal issues — and to back that position with action (Bryan, 2019). Gartner’s research (Bryan, 2019) found a positive correlation between employee engagement and CSR activities. Brian Kropp, distinguished vice president of HR research at Gartner, says, “Organizations that get involved in the societal and cultural debates of today find they have a more engaged workforce and a better reputation that enables them to source the best quality talent from the labor market” (Kropp, 2021). Within its mission to inspire and prepare young people to succeed, Junior Achievement offers organizations rich opportunities to support a variety of social issues that may resonate with employees whose companies sponsor or partner with Junior Achievement. Whether the focus of the organizational connection centers on improving educational outcomes, supporting under-resourced schools, providing training in life skills to students in kindergarten through high school or improving communities, families and neighborhoods, Junior Achievement can help an organization put its money — and its actions — where its heart is, creating a win-winwin scenario for the sponsor, its employees and Junior Achievement. Focus on Diversity, Equity and Inclusion (DEI) Practices As companies grapple with The Great Resignation, many are also heavily

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focused on building and executing DEI strategies. Implicit in DEI is a promise to implement programs and initiatives that actively bring the values of diversity, equity and inclusion to life in the workplace (Heinz, 2021). Many companies are creating employee resource groups (ERGs) as part of their DEI strategies. An ERG is an employee identity or experience-based group that helps employees develop an internal community connected by a common cause. Some of the most popular ERGs include volunteer programs that align with their members’ personal passions (Dyson, 2021). Nonprofit Trends: Diversity, Equity and Inclusion As stakeholders focus on how authentically brands communicate and practice their missions and values, the next logical step for organizations is to take a closer look at their leadership. Too often, organization leadership and boards do not reflect the demographics they serve, which eliminates shared lived experiences from the decision-making process and may alienate potential employees and volunteers. A Nation-Wide Look at Diversity in Nonprofits In 2012, Springer partnered with BoardSource, a commission with more than 25 years of experience improving organizational effectiveness by strengthening nonprofit boards, to conduct quantitative research on the makeup of nonprofit organizations across all 50 states whose mission was to raise funds (Buse, K., Bernstein, R.S. & Bilimoria, D. 2016). They received data from more than 1,400 CEOs of nonprofit organizations whose operating budgets ranged from under $250,000 to over $25 million. Their survey found that the overwhelming majority of nonprofit leaders were white females whose ages ranged from 50-64. According to a 2021 report by BoardSource, the overall makeup of nonprofit boards is 78% white (BoardSource, 2021).

04 RESEARCH OVERVIEW Beyond gathering the demographic makeup of these organizations, this study wanted to explore how leaders can compare this data against their structures and policies — precisely their DEI policies — to measure how effective their policies were. The study found: • The diversity of a board affects its ability to perform governance duties and responsibilities. • A board’s diversity policies and practices, as well as its inclusion behaviors, impact the effectiveness of its governance practices. • Board diversity aspects of gender, age and race/ethnicity impact its diversity policies and practices. • The relationship between governance practices and the racial/ethnic diversity of the board is complex. It is affected by board diversity policies and procedures, the board’s inclusive behaviors and an interaction effect related to the gender diversity of the board. By looking at the quality of the policies these organizations had in place, the research concluded that not only is DEI important, but policies need to be in place to ensure that the underrepresented groups can make a positive impact (Buse, K., Bernstein, R.S. & Bilimoria, D. 2016). As stakeholders focus on how authentically brands communicate and practice their missions and values, the next logical step for organizations is to take a closer look at their leadership. Too often, organization leadership and boards do not reflect the demographics they serve, which eliminates shared lived experiences from the decision-making process and may alienate potential employees and volunteers.

Younger Generations Want to Engage Millennials, the generation born between 1981 and 1996, are highly engaged volunteers — 70% of the age group regularly volunteer according to some studies (Luke, 2018), which is a higher rate than Gen X and baby boomers. Millennials are more likely to raise their hands to help out if they feel a direct connection to the cause, demonstrating that mission alignment resonates more with this generation than others (Luke, 2018). Education is the top issue that draws millennials (Luke, 2018), which aligns directly with Junior Achievement’s mission. Mission is Critical One thing the pandemic hasn’t changed is what motivates people to volunteer. Personal passion about the mission of the organization is the top driver for volunteers, followed by the desire to directly support the local community. The ability to use a specific skill set is a third factor and one that could be leveraged if an organization has a need for a particular skill or experience (Wu, 2021). Reducing the Scale of the Commitment Time is valuable, and research shows the average adult has only four hours of free time a day, or 28 hours of free time every week (Volunteer Hub, December 2021) — hours when we’re expected to accomplish all of those unscheduled tasks and attend to our personal needs. We all live under a time crunch, so microvolunteering — volunteering that can be done in small bursts or periods of time — is emerging as a way to allow volunteers to give back in smaller bites that aggregate into larger actions (Cunniffe, E., & McCambridge, R., 2019).

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04 RESEARCH OVERVIEW Matching Volunteers to Opportunities Online VolunteerMatch, a nonprofit organization, provides an online localized search function to match people with volunteer opportunities in their communities. They work with more than 136,000 nonprofit organizations. VolunteerMatch’s recent report on the pandemic’s impact on volunteer engagement found that by October 2020, 51% of nonprofits had begun creating more virtual volunteering opportunities (Remarkable outcomes. VolunteerMatch. 2022). Primary Research and Implications In our primary research, we gathered data from more than 400 Kansas Citians through an anonymous online survey and spoke directly to 17 passionate volunteers who shared wise and interesting insights into what drives them to give hundreds of hours to causes that matter deeply to them.

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No. 2: Junior Achievement of Greater Kansas City has low brand awareness among both online and phone survey participants. Overall, there was a lack of awareness for Junior Achievement among our survey participants and our phone interviews. Of our 419 survey participants, 285 of them — 65.4% — indicated they were “not familiar at all” or were only “slightly familiar” with Junior Achievement. No. 3: Personal and professional responsibilities and time commitments are factors in consistent volunteerism. Required time commitments were found to be the most-selected negative factors among the survey respondents who indicated they had not volunteered in the past three years.

Key Research Findings and Insights

No. 4: Top sources of information about volunteer opportunities include social media, friends and family.

No. 1: Prospective volunteers are motivated by personal connections to the causes and organizations for which they volunteer.

We asked the survey respondents who indicated they had volunteered to share what helped them learn about volunteer activities they may be interested in.

Our qualitative and quantitative research consistently found that individuals choose to volunteer with organizations where they feel a connection. In our online survey, 87.67% of all respondents indicated it is “extremely important” or “very important” that they feel a direct connection to the organization or the community it serves when making decisions about volunteering. This was true for both white and non-white respondents. The connection between having children and getting involved in youthbased programs is also a strong motivator for many.

The top five selections were:  1. Talking with friends and acquaintances 2. Social media posts 3. Information, events or invitations from community, club or civic organizations 4. Talking with work colleagues 5. Events or invitations from an employer

04 RESEARCH OVERVIEW Non-volunteering respondents were asked a similar question: “Have you seen or heard about volunteer opportunities from any of the following?” Their responses reflected a similar mix, but with a greater emphasis on social media. The top five selections were: 1. Social media posts 2. Friends and acquaintances 3. Community or civic organizations 4. Employer 5. Family members Types of Volunteer Work Most of the people we interviewed were parents, so it was common to hear that their children influenced where and why they volunteered. School, sports and Boy Scouts or Girl Scouts were frequently mentioned as the focus of their volunteer efforts.   Passions and Motivations Common passions and motivations for volunteering mentioned were social justice and generally “helping others.” Time Commitments Most of our interviewees volunteer year-round; however, the number of hours spent volunteering each week often varied throughout the year. One volunteer ramped up her time to support a key fundraising event. Another mentioned her higher time commitments to Girl Scouts around “cookie season.”

Many stated they volunteered close to 20 hours per month. While seasonality didn’t affect their volunteering decisions, many commented that they tended to give more time around the holidays. Emotions Most interviewees expressed how volunteering makes them feel. Words and phrases such as “excited,” “engaged,” “proud” and “a sense of belonging” sum up the key emotions shared in our interviews. COVID-19 The pandemic has limited in-person volunteer opportunities across the country. Active volunteers we interviewed shared that the amount of time they volunteered each month was reduced by COVID-19. In one case, the number of hours given in a month was reduced by 80%. However, while in-person interactions were limited, engaged volunteers still found creative ways to support the causes they were personally passionate about.  Preferences Time, awareness, location and mission were cited often as reasons why our interviewees selected the volunteer opportunities they did. Most wanted to connect and be associated with an organization whose mission spoke to their passions. Additionally, the number and type of volunteer opportunities available and the opportunity to help children and situations that allowed them to work with diverse communities helped determine their decision.

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04 RESEARCH OVERVIEW Implications for the Future • More companies are executing DEI strategies so they can begin to authentically become the companies they want to be — companies that actively welcome and recruit leaders and workforces that reflect the variety and diversity present in our families and in our classrooms. • Younger generations want to engage with work and the world in new ways — they reflect who the U.S. is becoming, and they want to not only bring their minds and hands to a job well done, but their hearts and passions as well. • Volunteer behavior is changing — people are looking for ways to give in smaller, but more meaningful time increments, and through the nownot-so-new frontier of virtual volunteering. • Projecting a strong awareness and understanding of Junior Achievement’s mission is vital to attracting people who want to connect their passions with the missions of the organizations they serve.

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SECTION 05 | SWOT ANALYSIS

Good planning begins with assessing your strengths and weaknesses as an organization. These are internally driven positives and negatives over which Junior Achievement of Greater Kansas City has a high degree of control. They serve as both pride and pain points in the overall execution of your mission. Threats and opportunities exist externally for Junior Achievement, its competitors and other nonprofits in the same space. They serve as markers to use to your advantage, capitalizing on a situation or avoiding a set of circumstances where possible. Our study of Junior Achievement led us to the following strengths, weaknesses, threats and opportunities. Strengths • Junior Achievement has valuable programs and curriculum. • Programs: long track record, proven success, lessons align with state and national educational standards, delivered to millions of students across the country; research shows Junior Achievement alumni are more likely to have a college degree, have career success and start a business as an adult (IPSOS/ Junior Achievement Alumni Report); 3DE established success to leverage. • Students learn about academic and economic areas of work, particularly work readiness, entrepreneurship and financial literacy. • Junior Achievement mentors and volunteers in Kansas City work with nearly 25,000 students in more than 1,200 classrooms from 192 different schools across the metro region every year.

• Junior Achievement has a large physical space in a heavily traveled area that includes conference rooms, event space, updated technology and JA BizTown. • Junior Achievement has experienced a high amount of corporate giving, successfully executing an $8 million campaign during COVID-19 • Junior Achievement’s staff is fully engaged and passionate about the mission. • Junior Achievement’s programs enjoy a broad reach throughout the metropolitan area and its schools, impacting many children, students and teachers. • The user experience for Junior Achievement’s online communication tools is dynamic across desktop, mobile and tablet devices. The website has quick loading speeds and is accessible on search engines (Google, Yahoo, Bing, Duck Duck Go). Social platforms and websites are connected. • There is a strong cross-section of Kansas City businesses represented on Junior Achievement’s board of directors, including several large and marquee local companies. Weaknesses • There is an overall lack of awareness of Junior Achievement within the Kansas City area. Its rich history, mission, vision, programs and services could have greater impact with key messaging. • Junior Achievement does not have a strong social media presence or website content. Elements like messaging and visuals lack strong positioning, cohesiveness and inclusivity. • There is an overall lack of diversity among current staff members, board members and leadership teams. • There is a lack of volunteers with similar lived experiences to the students they serve.

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05 SWOT ANALYSIS • Junior Achievement needs to raise a large amount of money for 3DE and other programs on the heels of a recently completed capital campaign. • There is little investment in marketing from a budgetary level to support external marketing and messaging. • Junior Achievement has a small staff and is stretched thin with recent turnover in full-time positions in development and marketing. • Junior Achievement has limited volunteer opportunities available to those who are unable to commit time to consistent volunteering in a classroom. • Because there is not a focus on individual giving, revenue generation in this area has not been effective. • Event fundraising is not a strong revenue generator. • BizTown is new. A launch during the pandemic has limited its full potential in terms of awareness and number of in-person experiences. • There is a limited volunteer pool, given an increasing need with the addition of 3DE programming. Opportunities • People in the greater Kansas City footprint generously give their time and money to nonprofits and charitable causes. • Various communities are willing to align with organizations in their area and with those who share similar or complementary missions. • Individual donors are one of the largest groups that donate (Cramer

and Associates, 2020). • There is a strong appetite among Gen Z and millennials to support organizations focusing on social justice and diversity, equity, inclusion and belonging. • There are growing trends in peer-to-peer and crowdfunding. • Community-driven fundraising days and small campaigns exist to engage supporters, especially online with #GivingTuesday or other

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•

•

•

• •

various “national days/weeks of _____.” There is greater acceptance of alternative methods for educating and informing today’s youth — e.g., magnet schools, charter schools, home schooling, school voucher programs, cross-boundary attendance. There is a greater appreciation, opportunity and understanding of the importance of market value assets/skills and non-traditional educational experiences versus a four-year college degree. There is increased acceptance of flexible work setups — both flex place and flex time could mean more people have flexibility to add volunteering to their lives. There is an increased societal desire to address implicit inequities and biases in traditional educational approaches. There is an ongoing commitment that “children are our future,” and we need to equip them to succeed.

Threats • Many similar-sized nonprofits target a comparable demographic and are competing for the same funds and/or volunteers. • Organizations such as Big Brothers Big Sisters, Boys & Girls Clubs and Boy Scouts/Girl Scouts have greater brand awareness in the community. • The availability of other real-world learning programs already established in Kansas City is significant. • There is confusion with emerging donation trends and platforms. • The pandemic has resulted in fear of serving in schools for health reasons, creating a lack of volunteers. • There is an overall reliance on and acceptance of virtual connectedness, which threatens to take away the in-person and emotional connection sought by volunteers. • State-level interventions in public school curriculum subjects and

05 SWOT ANALYSIS requirements threaten real-world learning. • There is an overall societal perception that we are too busy. The pressure to succeed in all areas of life leave people thinking they don’t have time to give away to others. • There are increased cases of teachers leaving the workforce, which increases the instability and unknowns in individual schools and districts. • Disruption in schools is a danger, including the risk of school violence. Junior Achievement’s 2020 SWOT Analysis For comparison, the SWOT analysis you did for your fiscal year 2022 goals and strategies assessment follows this list. The 2020 SWOT Analysis remains part of the FY22 goals and strategies as Junior Achievement continues to evolve to meet students where they are and emerge from the pandemic in a position of strength. The SWOT serves as something to think about and build from as Junior Achievement focuses on organizational performance indicators to measure success and impact. Strengths • High-quality proven program with long history of success • Strong relationships with loyal volunteers and donors • High-performing engaged team/staff • Focused mission with real-world learning and connection to professional volunteer mentors/role models for deep impact on young people

Weaknesses • Special events: unreliable way to raise funds and resource heavy • Donors not deeply connected to core of mission • Lack of awareness of consistent brand image • Program delivery and role of volunteer in current/remote environment Opportunities • Engage volunteers and donors in new and innovative ways • Change perception of Junior Achievement brand and urgency of mission • Retain and grow giving through loyal donor/volunteer base • Tangible example of mission impact (Youth Learning Lab) Threats • COVID-19 impact (schools, economic impact, political and social impact) • Being “out-innovated” by competitors • Risk of losing stakeholder investment (time/funds) • More fierce competition for funding dollars • Dramatically increased cost to run business places more pressure on already reduced resources for fundraising

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SECTION 06 | TARGET AUDIENCE AND PERSONAS

Through primary and secondary research, we defined a broad target audience to inform our thinking. In addition, we developed several personas to bring your target to life and to guide communication and messaging. Target Audience • Resides in the Greater Kansas City area  • 25-54 years old • Have children 18 years or younger living in their home • Our research identified this as a bonus driver of likelihood of interest in supporting Junior Achievement • Income ranges between $50,000-$74,999 or $100,000-$149,999 • Survey respondents in both income ranges showed interest in volunteering with K-12 and children/youth and volunteering if a school in their community asked, indicating a high likelihood they would respond positively to information about Junior Achievement.

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• Works in marketing, business or public sector • Participates in one or more civic organizations, community organizations or churches • Has a history of making charitable donations or volunteering in the past three years • High school graduate or higher education level • Our research survey showed a high degree of interest from trade school respondents in helping with children and youth, although the number of respondents was fairly low. • Steady work history (indicating a positive role model)

06 TARGET AUDIENCE AND PERSONAS Personas (1) Justin: 36 years old. Black male. Master’s degree. Works full-time as an administrator. Salary $80,000, married with two adopted children — Nick, 19, and Sara, 17 — and biological child, Chase, 4. Wife works full-time as a nurse. Before marriage, he volunteered as a youth coach. With active children, he has given up his coaching duties and does not have as much time for volunteer work. He is a natural coach and someone young Black males have looked up to. (2) Lisa: 54 years old. White female. Associate’s degree. Works full time as a legal secretary. Salary $50,000, married with three young adult children — Sloan, 27, Emma, 25, and Kevin, 18, who has just started college. Husband works full-time as a project manager. Empty-nester. Was a frequent volunteer when her children were in elementary, middle and high school through activities such as Girl Scouts, dance, theater and sports. Would prefer to volunteer on a monthly basis. Has an interest in social justice and is curious how she could combat racism in her community.

(3) Emily: 23 years old. White female. Ready to graduate with an undergraduate degree in elementary education. Comes home to Kansas City during the summers and breaks and hopes to find a job here after graduation to stay close to her family. She likes volunteering in places that surround her with kids and connect her to people in education. She has a car, but she has to share it with siblings when she is home. She has some time for in-person volunteering and likes to stay connected by microvolunteering opportunities when she is back at school. (4) Jason: 48 years old. Hispanic male. Bachelor’s degree. Works full-time as a freelance marketing professional. He lives in a trendy high-rise condo in the Crossroads District of Kansas City, Missouri, with his roommate, Darren. Although he doesn’t have children of his own, he comes from a large family and is involved in the lives of his nieces and nephews. He is constantly looking to sharpen his marketing skills and use his understanding of digital marketing trends to boost his resume. He especially enjoys sharing his marketing services with nonprofits through microvolunteering opportunities. He sees that many charities are overwhelmed with how to properly leverage social media and Google analytics, and because it comes easy to Jason, he likes to set them up for success. He especially loves that he can ”give back” from the comfort of his couch.

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SECTION 07 | CONNECT FOR AWARENESS

Building connection through awareness to increase volunteers and donors. In the fall of 2021, the KU IMC Marketing Research class conducted marketing research for Junior Achievement of Great Kansas City around one primary question: What motivates people — and people of color — to volunteer? And how can Junior Achievement use our findings to recruit a diverse volunteer corps for the future?  We learned a lot in our research about volunteers — why they give their time, who they give their time to and where they learn about opportunities. One of our most significant findings was this: Despite being interested in volunteering at schools in their communities and with organizations that work with children and youth or in K-12 education, people in the Greater Kansas City area are not at all or only slightly familiar with Junior Achievement.

Extremely Familiar (6.42%) Very Familiar (10.78%)

Objective 1: To increase awareness of the mission and vision of Junior Achievement of Greater Kansas City by six percentage points (from 34.6% to 40.6%) among adults in the greater Kansas City area. A stronger foundation of awareness will make it easier for Junior Achievement to attract volunteers and increase support from individual donors.  We have identified three primary strategies that will move brand awareness forward: • Consistently present a clear brand message focused on Junior Achievement’s current mission and purpose through owned channels, social media, current volunteers and community partners to increase overall awareness among prospective donors and volunteers.  • Highlight JA BizTown as the primary physical representation — and brand jewel — for Junior Achievement of Greater Kansas City. 

Moderately Familiar (17.43%)

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This awareness deficit is dramatic — and it makes it difficult for you to attract the support you need today and the support you’ll need tomorrow as you gear up to launch 3DE. But this finding brings with it the opportunity to achieve the following objective:

Slightly Familiar (20.87%)

= 65.4%

Not Familiar at All (44.5%)

More than half of our survey respondents indicated low levels of familiarity with Junior Achievement of Greater Kansas City.

• Capture testimonials and other content created by current Junior Achievement volunteers to create awareness and help recruit potential volunteers.

07 CONNECT TO CREATE AWARENESS Strategy No. 1: Consistently present a clear brand message focused on Junior Achievement’s current mission and purpose through owned channels, social media, current volunteers and community partners to increase overall awareness among prospective donors and volunteers. 

The words “beyond the classroom” effectively and succinctly describe the general goal of your program: to teach students skills like financial

Tactic No. 1: Develop new language that properly positions today’s Junior Achievement of Greater Kansas City as well as its promising future programs in the minds of prospective volunteers and donors. 

Strategy No. 2: Make BizTown the jewel for Junior Achievement’s Kansas City awareness. 

What Is It: Adopt a new focus for your messaging: Junior Achievement of Greater Kansas City: Champions for life beyond the classroom. Why Do It: As you told us when we first met this fall, Junior Achievement has evolved and grown well beyond its initial mission of exposing students to the realities of business, but many adults — adults you want to attract as volunteers and donors — still think of the “old fashioned” Junior Achievement they knew as children. They remember the organization that encouraged them to create and market a small hand-made item, or the organization that sponsored “career-day” and internship activities. They don’t understand how you’ve grown into an organization that works to equip students for their futures today — as financially informed adults, inspired to pursue their dreams and equipped to move into today’s workforce as employees — or as entrepreneurs. To change this perception, Junior Achievement needs to adopt stronger language that better describes what you do — and you need a consistent vocabulary that is both aspirational and actionable. Your language must energize people inside and outside of your organization. We recommend the word “champion” because it is already part of your vocabulary. You use it in the title of your at-large board member, and you use it to describe your most valuable supporters.

literacy and economic savvy that they will take into their adult worlds upon graduation. It also quickly invites people from the “real world” to come in and support your program. 

Two of the most evident markers of the “new” Junior Achievement are your new offices — and the physical space that is BizTown. Located on a busy street surrounded by bustling businesses, restaurants and retail, we think it makes a lot of sense to capitalize on the beauty, technology and presence of your facility as the centerpiece of your brand, and to use BizTown as an interactive space where that brand is realized in new and exciting ways. Tactic No. 1: BizTown Takeover with Teachers What Is It: A physical takeover of BizTown for one day, once a year, by a group of influential people and the teachers who inspired them. The groups can range from Kansas City influencers like mommy blogger This Kansas City Mama to sports teams to Kansas City celebrities. In this takeover, they host the day, along with their teachers, and run the businesses within BizTown.  • Big Slick Takes Over BizTown – Every year, Big Slick hosts celebrity events (usually in June) to raise money for Children’s Mercy Hospital, which also happens to have a spot in BizTown. Let’s seize this moment to recruit them for a day to support Junior Achievement and help draw awareness to BizTown. 

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07 CONNECT TO CREATE AWARENESS • The Chiefs Take Over BizTown – CommunityAmerica Credit Union is the presenting sponsor of BizTown, and Patrick Mahomes is its spokesperson. Outside of CommunityAmerica, this partnership naturally aligns with Mahomes, Tyrann Mathieu and Travis Kelce, who all have foundations that support children.  Why Do It: BizTown is a wonderful embodiment of what Junior Achievement stands for: innovation, entrepreneurship and learning basic life skills. It’s prominent placement in a busy part of Kansas City makes it the perfect showpiece to generate awareness of the impact both BizTown and Junior Achievement have on area students.  This awareness will be successful by reaching the right people and not just more people. Because of this, we would naturally want news coverage from KCTV, KSHB-TV, KMBC-TV and FOX4 and the Kansas City Star but also from publications such as The Kansas City Beacon, The Shawnee Mission Post, Dos Mundos, The Call and KC Hispanic News, as well as stations such as KC Public Television Therefore this strategy also requires parallel media relations efforts to drive coverage of this exciting, innovative event. Another measure of success would be increases in volunteer interest and individual and corporate donations following the events. Tactic No. 2: Tell the story of Junior Achievement through user-created The BizTown Dispatch. What It Is: As a part of the BizTown experience, add the BizTown Dispatch — a short (two to three minutes) stand-up recorded or written

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news item created by BizTown student visitors that summarizes their experience. Then, share this creative content on all your owned channels, including paid social on a regular cadence — at least monthly, if not weekly. • Post the best BizTown Dispatch from recent visits on your website’s blog. Besides generating excitement among the students who created the Dispatch who will be proud of their work, you put the student experience into the center of your communication, which builds credibility and elicits more authentic emotion than anything created by your staff. You can post the file to your YouTube channel — and build content there as well — and then embed or link to the file in your blog. Once the blog entry is posted, include links to the “Biz Town Dispatch” in volunteer communications and donor emails to remind your supporters of what they’re supporting — exploration and excitement around real-world learning by Kansas City children.  • Create social media posts that feature a snip of digital content from the BizTown Dispatch or point to your blog entry to drive curious visitors to your site. • In addition, there’s an opportunity to create earned media with local partners when the subject is particularly relevant or heartwarming.  Why Do It: People are eager for connection — and by highlighting the BizTown experience through the eyes of a student, you give your mission heart. You connect with the excitement and emotion of being a student in BizTown. You create and record a memory and moment in time where a student got to try something — maybe for the first time. And you create content that brings your mission and vision to life. 

07 CONNECT TO CREATE AWARENESS Tactic No. 3: Shop Small — Local Business Rotation at BizTown  What Is It: Each semester, Junior Achievement features a local small business in BizTown. The businesses selected for the Shop Small rotation should highlight the diverse community of Greater Kansas City. In addition, it gives the opportunity to promote Junior Achievement inside the small businesses that are featured.  Why Do It: With BizTown as the center of awareness, it makes sense to keep the experience as fresh as possible. By rotating in smaller local businesses in addition to Charlie Hustle, you have the opportunity to teach skills for both large and small businesses.  It’s also an important opportunity to support DEI initiatives in an authentic way to increase Junior Achievement’s mission and vision for diverse groups and build new connections for volunteer and donor support.  This rotation can occur within the existing BizTown footprint or can be part of a temporary pop-up or kiosk on the floor. And with each change, create social posts and other content highlighting the new partnership and how it will keep BizTown relevant. Tactic No. 4: Take BizTown on the road. What Is it: Our research revealed that when introduced to Junior Achievement, those surveyed agreed your mission is essential and could see themselves volunteering. Like a touring company compliments a Broadway play, take a portable version of BizTown to meet potential volunteers and donors whom Junior Achievement might not find through traditional networking opportunities. 

Why Do It: Meeting your potential volunteers and donors where they are demonstrates a willingness to create a relationship with groups and organizations on their time and by their rules. Train a volunteer who can take a mini-version of this to churches and youth camps and build awareness of the Junior Achievement of Greater Kansas City mission. Invite these groups to come to BizTown and participate the same way traditional schools use BizTown as a field trip. Junior Achievement can be deliberate about the communities they visit that are in the communities they wish to serve.  Less intensive than taking BizTown on the road is inviting church organizations like youth groups to utilize BizTown and expand the concept of where education occurs — it isn’t always through the school day.  Strategy No. 3: Capture testimonials and other content created by current Junior Achievement volunteers to create awareness and help recruit potential volunteers.

Tactic No. 1: “Why I’m a Champion” volunteer testimonials  What It Is: Develop a collection of volunteer testimonials to share on owned channels as well as social media.  Why Do It: Our research last semester showed that the majority of our survey respondents considered three things when deciding where to volunteer: • The organization’s mission and values align with their own. • They feel a direct connection to the organization or community it serves. • They feel volunteering makes a difference.

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07 CONNECT TO CREATE AWARENESS Top factors when deciding where to volunteer (all respondents) Important factors don’t vary across race Mission and values align with my own

89%

I feel a direct connection to the organization or the community it serves

87%

I feel my volunteering makes a difference

85%

Sharing volunteer testimonials is both a cost-efficient and effective way to communicate these key concepts. When volunteers share their own stories and speak to the value of the work they’re doing, it is more powerful and credible than Junior Achievement staff sharing that same story. And it gives potential volunteers the information they need to decide that Junior Achievement of Greater Kansas City is a place they want to give their time. Tactic No. 2: Develop a social media toolkit to equip your active, satisfied volunteers to amplify their experiences and share key Junior Achievement messages with their own social networks. Getting Attention, an organization that specializes in helping nonprofits with effective digital campaigns, provides this pro tip, “Your current volunteers are some of your most valuable assets when it comes to recruiting new volunteers. Provide them with the right tools to recruit volunteers to support your cause! Whether it’s on-the-ground or virtual support, every member is a crucial part of your organization and can act as a powerful ambassador when equipped for the job” (Getting Attention, 2021). What is It: This low-cost tactic requires minimal personnel resources once implemented. Marketing and volunteer managers would develop the toolkit

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and quick reference guide, followed by brief training sessions with current volunteers. When onboarding new volunteers, the toolkit and social training would be incorporated into volunteer orientation.  To create a toolkit: • Provide simple scripts and templates for posts appropriate for Facebook, Instagram and Twitter. Emphasize shared hashtags and offer downloadable images and brand elements to support posting. These can be organized into a printable or downloadable handout, or as a web page. We have included a sample toolkit in our tactical examples. • Establish a clear social media policy for volunteers and stakeholders and link to it in your materials. Empowering the Masses offers a simple template to create a comprehensive policy (Empowering the Masses, 2021) that can be adapted to reflect your needs. • Include a link to or copy of the toolkit in all volunteer thank-you messages and invite them to share their positive experience with their networks. Be sure to comment or reshare on any posts they create. Why Do It: People connect with and follow people they know personally on social media, especially on Facebook (Pelletier, M. J., Krallman, A., Adams, F. G., & Hancock, T., 2020). A toolkit will turn your best and most passionate volunteers into powerful brand advocates that may, in turn, attract new volunteers. As the diversity of your volunteer pool increases, this tool will increase awareness of volunteer opportunities to a broader audience. A sample toolkit is included in Appendix XX; this toolkit can also be adapted and provided to donors, board members and other supporters to further increase awareness among their personal social media networks.

07 CONNECT TO CREATE AWARENESS Objective 1 - To increase awareness of the mission and vision of Junior Achievement of Greater Kansas City by six percentage points (from 34.6% to 40.6%) among adults in the greater Kansas City area. A stronger foundation of awareness will make it easier for Junior Achievement to attract volunteers and increase support from individual donors. Tactic

Resources

Timeline

Measure

Result

Update language and adopt “Champions for life beyond the classroom” as your guiding brand phrase

No associated cost if Junior Achievement team has ability to update language on website, newsletters, emails, etc.

Immediate

Consistent use of “champion” messaging in communications with volunteers and donors

Updated perception of the brand as up to date, excited and energized.

BizTown Takeover event

No associated cost if Junior Achievement team has event management skills.

Six-Month Lead Up: 

News mentions

•

Develop recruitment pitch for group (first month) 

•

Secure group (months two and three) 

Social posts and mentions by participants

Increased understanding of how “modern” and relevant Junior Achievement is today.

Participant’s time (influencers and teachers) is donated.

•

Develop curriculum/program (months four and five) 

•

Pitch to media (month six)

Increased interest from potential volunteers and donors

Hosting costs for food, beverages and printed materials: Estimated $3,500 BizTown Dispatch

BizTown secure necessary equipment: Ring light, selfie “station”; iPad or iPhone — $5001000

Develop instructions and curriculum for students and volunteers Create station in BizTown — maybe partner with Kansas City PBS and make it a part of their experience Purchase equipment

Track page visits to blog — and how many are recurring Social media impressions and engagement with comments and shares

Increased understanding of the BizTown experience, which fuels perceptions of Junior Achievement as fun, engaging and studentcentered.

Set up station Gather dispatches as BizTown visits happen Post first Dispatch Post future Dispatches on a recurring schedule

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07 CONNECT TO CREATE AWARENESS Objective 1 - To increase awareness of the mission and vision of Junior Achievement of Greater Kansas City by six percentage points (from 34.6% to 40.6%) among adults in the greater Kansas City area. A stronger foundation of awareness will make it easier for Junior Achievement to attract volunteers and increase support from individual donors. Tactic

Resources

Timeline

Measure

Result

Shop Small — Local Business Rotation at BizTown

Printing 4500-$1000

Develop pitch kit to give to local businesses that outlines what you provide and what they need to provide.

Media coverage by smaller venues when the business is updated

Increased understanding of the BizTown experience, which fuels perceptions of Junior Achievement as fun, engaging, diverse and student-centered

Kiosk or popup: $250-500

Build out a calendar for the year — 2-3 different opportunities

Additional website visits and general awareness of BizTown activities

Reach out to local businesses to secure first year commitments Create promotional materials for distribution by partner business – poster, buck slips, handouts, etc. Take BizTown on the road

Would need a subset of Junior Achievement resources and engaged volunteers to manage and travel to the sites

2023 initiative

Invite church youth groups to utilize BizTown

No new resources, just add more groups to the BizTown calendar

3-6 months

Measure the increase in events scheduled for BizTown

Expanding the meaning of education beyond the traditional school

Develop and Distribute a Social Media Toolkit

Marketing and volunteer managers would dedicate an estimated 12 hours of time to developing the toolkit and quick reference guide, followed by brief training sessions with current volunteers.

Weeks 1-2: Build a social toolkit with Junior Achievement’s MVV statements, data, hashtags, photos, sample posts and brand guidelines. 

Increased mentions across social channels.

An overall increase in volunteer engagement.

When onboarding new volunteers, the toolkit and social training would be incorporated into volunteer orientation.

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Ongoing: Begin to train existing volunteers on the toolkit while incorporating training into orientation for new volunteers. Review and update the toolkit monthly to provide up-todate information and images.

07 CONNECT TO CREATE AWARENESS Objective 1 - To increase awareness of the mission and vision of Junior Achievement of Greater Kansas City by six percentage points (from 34.6% to 40.6%) among adults in the greater Kansas City area. A stronger foundation of awareness will make it easier for Junior Achievement to attract volunteers and increase support from individual donors. Tactic

Resources

Timeline

Collect and use Volunteer Testimonials as content on owned channels

No associated cost if Junior Achievement team has ability to collect and post testimonials • The Junior Achievement volunteer manager would own this process until new marketing communications personnel are hired • Once marketing communications team members are onboarded, a handoff could take place or the process could be managed by the volunteer manager and marketing team.  • Due to limited staff resources, outsource videography.

Effective immediately, but ongoing. Aim to go live the first week of April to coincide Monitor link clicks and website traffic in with National Volunteer Month. relation to posts. Weeks 1-3: Develop testimonial collection process immediately. This would include identifying a diverse pool of strong candidates to provide testimonials, developing a list of questions to ask in interviews and coordinating interview logistics. Week 4: Reach out to volunteers to request testimonials. Aim for at least 52 participants. For those who are willing to share their story, set deadline of one month from date of agreement.

Measure

Result Increased levels of engagement on posts with an emphasis on comments and shares from existing and potential volunteers.

Week 8-9: From testimonials, contact those who would be strong candidates for video interviews. Consider which stories stood out and tugged on heartstrings. Knowing your volunteers, think about who might be most likely to respond to questions well in real time. Week 9-12: Conduct video interviews. Take photos as well to highlight strong quotes on social media and website.  Week 12-14: Video editing and compiling of highlights. Week 14: Add testimonies to content calendar with an anticipated launch the first week of April. This will coincide with National Volunteer Month. Testimonials should be shared on a bi-weekly basis with consideration to include additional testimonies for specific occasions.

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SECTION 08 | CONNECT TO RECRUIT

Looking inward to create a connection. Looking outward to boost engagement and awareness. Joining together for volunteer opportunity and collaboration. Junior Achievement of Greater Kansas City has big plans. Having completed a successful capital campaign and moved into a more visible home on 47th Ave., Junior Achievement will launch the 3DE program in two high schools in the Kansas City area in fall 2022. With these plans come a need for more resources and more volunteers — volunteers whose lives reflect a lived understanding of the students they serve. This may feel like a lofty goal, but our research shows there is opportunity. Opportunity to connect active and prospective volunteers to the mission and vision of Junior Achievement to build your volunteer corps, meet your future needs and achieve the following objective: Objective 2: To increase the diversity of the Junior Achievement volunteer pool so that one in three volunteers is a person of color by August 2023, assuring that the diversity of the volunteers better reflects the diversity of the students. This could be measured by a quarterly assessment of volunteer data. We have identified three primary strategies that will achieve this objective: 1. Create a sense of inclusion and belonging for prospective volunteers through various online communications tools, including but not limited to the Junior Achievement of Greater Kansas City website, social media platforms and volunteer materials.

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2. Leverage the connecting power of social media to communicate the value and experience of being a Junior Achievement volunteer. Equip your active, satisfied volunteers with tools to amplify their experiences and share key Junior Achievement messages with their social networks. 3. Create volunteer opportunities that appeal to people who think they’re too busy to commit to multi-hour, multi-day, workday volunteer opportunities. By adopting concepts such as microvolunteering and offering a wider variety of volunteer engagements that include short, asynchronous and virtual opportunities, you will attract a broader base of volunteer support. Strategy No. 1: Create a sense of inclusion and belonging for prospective volunteers through various online communications tools, including but not limited to the Junior Achievement of Greater Kansas City website, social media platforms and volunteer materials. Why Do It: Primary and secondary research confirms prospective volunteers want to feel connected to an organization through its mission. That connection can be challenged when: • They do not see themselves reflected in Junior Achievement’s website, through its targeted communications or in the demographics of leadership and boards. • They are victims of biases in the recruitment, training and delivery of an event or program. • They are not asked to volunteer because their main sources of information —family, friends and social networks — are not aware of the opportunities. 

08 CONNECT TO RECRUIT There is no doubt the Junior Achievement of Greater Kansas City staff and board value an inclusive culture and welcome everyone to be involved and feel empowered. It’s not an easy or quick fix, but you have already taken a step in the right direction in acknowledging there could be gaps in your strategies to attract a diverse volunteer pool.  The tactics below support a look inward at Junior Achievement’s communications and leadership and seek to expand its current networks and resources. You’ll know you’ve succeeded when prospective volunteers of different ethnicities, genders, socioeconomic status, ages and those with varied lived experiences feel comfortable to engage with your programs and students, return for more opportunities and share their experiences with others as an invitation to join as a volunteer.  Tactic No. 1: Conduct a periodic review of the Junior Achievement of Greater Kansas City website and volunteer materials to confirm language and visuals foster inclusion, equity and belonging. Why Do It: Diverse volunteer pools and inclusive behavior make nonprofits stronger. Junior Achievement of Greater Kansas City is not alone in having volunteers who do not mirror the clients they serve. Only 27% of nonprofit boards have a diversity and inclusion plan for volunteers. • Where is your diversity and inclusion statement? Is it buried or up front? • Do your visuals include people of color throughout — not just your clients but also your leaders and your volunteers? • Do you have messaging that specifically speaks to people of color who might volunteer? 

• Do you specifically ask people of color to volunteer? Do you conduct follow-up surveys with volunteers after programs have been completed? Do you specifically ask questions about their experiences and listen to their feedback? Tactic No. 2: Partner with a diversity and inclusion expert to identify opportunities to expand Junior Achievement’s hiring practices and leadership recruitment and selection to ensure people with varied lived experiences are reflected in staff and board members. Why Do It: Diversity on staff and leadership is the first step. Making people feel heard and their opinions and perspectives valued is the ultimate goal. Hiring a diverse staff expands skill sets, perspectives and experiences and, in turn, has the potential to reach the volunteer pool. Kansas City, Missouri, Demographics census.gov/quickfacts/kansascitycitymissouri White

61%

Black or African American

28%

Asian

3%

Hispanic or Latinx

11%

Olathe, Kansas, Demographics census.gov/quickfacts/olathecitykansas White

85%

Black or African American

6%

Asian

3%

Hispanic or Latinx

12%

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08 CONNECT TO RECRUIT As Jasmine McGinnis Johnson of George Washington University said in a 2018 article for Nonprofit Quarterly: “When people say, ‘We can’t find people of color to serve on our boards,’ it really means that they can’t find people in their own social circles, and they are not willing to put forth effort to search past their own networks”  (Castillo, E. A., 2021). Tactic No. 3: Introduce allyship training for staff and leadership.  Why Do It: Allyship focuses on building relationships based on trust, consistency and accountability with marginalized individuals or groups. Allyship will enable your leadership and staff to support volunteers of color and foster two-way conversations with them as you build relationships with potential volunteers. • Build allyship terms and training into onboarding for every new staff member. • Host allyship training for the board of directors at the beginning of every fiscal year. • Include allyship concepts in volunteer training. Tactic No. 4: Establish connection and communication with a network of civic and/or religious organizations specifically comprised of Black and Hispanic members. Why Do It: Our research supports the fact that you may not be reaching a broader and more diverse group of volunteers because (1) they are not aware of you and (2) you have yet to reach out to them to build a relationship. To build awareness of Junior Achievement’s mission and begin a relationship with people of color in the Kansas City community, you must extend the invitation to learn about Junior Achievement and to consider collaborations that will benefit both groups. You must also cement relationships with these groups and offer assistance where possible in order to build a more diverse volunteer pool. 

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• Partner with or engage local organizations such as: • The Urban League of Kansas City • Black Chamber of Commerce of Greater Kansas City • Heartland Black Chamber of Commerce • KC Black Owned • Hispanic Bar Association of Greater Kansas City • Hispanic Chamber of Commerce of Greater Kansas City • Hispanic Economic Development Corporation • Kansas City Society of Black Architects and Engineers • Kansas City Hispanic Collaborative • National Society of Hispanic MBAs — Kansas City Chapter • Olathe Latino Coalition • Young Latino Professionals of Greater Kansas City • Create database for outreach. • Conduct listening session with members. • Provide opportunities to serve on the Junior Achievement Board of Directors. Quick Wins • Highlight Junior Achievement’s diversity statement throughout the website, specifically on the home page. • Conduct at least one listening session with Junior Achievement of Greater Kansas City’s most engaged Black and Hispanic volunteers to help guide diversity and inclusion work with volunteer messaging, recruitment and retainment. • Add volunteer information to the website specifically targeted at people of color to encourage their participation and understanding of where they can make an impact.

08 CONNECT TO RECRUIT • Add questions on your volunteer forms that ask for race, gender, age and preferences for volunteering (e.g., time commitment, days of the week, frequency). This will allow you to begin using targeted messaging for specific groups of volunteers. • Add pronouns to staff and board listings on Junior Achievement’s website. • Include information on diversity, equity and inclusion as well as allyship in onboarding materials for new staff and board members. • Allow diverse board members and volunteers to lead where appropriate in the launch of 3DE and other programs. • Create a database of contacts for local organizations that serve Black and Hispanic populations in the metro area. “In fact, diversity in a volunteer program has been shown to create an inclusive environment, strengthen relationships within the community, encourage people with different backgrounds to give, and bring new perspectives and ideas” (VolunteerHub, 2021) Strategy No. 2: Maximize your use of social media to communicate the value and experience of volunteering with Junior Achievement. Equip your active, satisfied volunteers with tools to amplify their experiences and share key Junior Achievement messages with their own social networks. There’s a quote attributed to Matt Goulart, digital media leader, author and founder of Ignite Digital in Canada, that sums up the power of social media: “Social media is about the people! Not about your business. Provide for the people and the people will provide for you” (Pelletier, M. J., Krallman, A., Adams, F. G., & Hancock, T., 2020).

Junior Achievement of Greater Kansas City has an undeniable opportunity to use social media more effectively to connect with current volunteers and share information that resonates with potential volunteers.  Our primary research showed the following: • People give their time to organizations where the organization’s mission and values align with their own. • They give when they feel a direct connection to the organization and/or the community it serves. • They give when they feel their volunteering makes a difference. • They also are more likely to support organizations they have a personal connection to — and social media is a way people connect. • Finally, we learned people look to their friends, family and social media — where they connect to friends and family — to find out about volunteer opportunities and needs or activities in their communities.  Secondary research adds that social media posts by organizations are often seen more positively by consumers than traditional advertising or email and increases in user engagements on social media — likes, retweets and comments — positively correlate with increased downstream results like sales or volunteer commitments (Unnava, V., Aravindakshan, A., 2021).  By taking a strong, volunteer-centered social media approach, Junior Achievement can increase engagement with current volunteers, increase awareness of volunteer opportunities to their networks and provide long-term brand and volunteer benefits as you build diversity among your volunteer corps. You’ll know you’ve succeeded when managing social media presence feels less like a burden and more like a fun way to communicate to volunteers.

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08 CONNECT TO RECRUIT Tactic No. 1: Make your social media presence more effective. Maintaining your social media channels is a pain point, but you can make this vital communication channel work harder for you.  Define your target audience — your ideal volunteer — and identify what social media platforms they use and why they use them and meet them there.  A recent analysis of social media platforms by the Journal of Research in Interactive Marketing shows that people use different social media platforms for different reasons. The study’s respondents saw Facebook as a primarily social platform, Twitter as an informational platform and Instagram as an entertainment platform (Pelletier, M. J., Krallman, A., Adams, F. G., & Hancock, T., 2020).

Platform use data from the Pew Research Center shows that the populations who best match your volunteer target audience use Facebook and Instagram most often (Pew Research Center, 2021), while LinkedIn is best used to reach sponsors and high-level donors (Leroux Miller, 2021; Fosey, 2021). If managing content on two platforms is too burdensome, focus on Facebook with its much larger audience and relationship focus (Unnava, V., Aravindakshan, A., 2021).  Develop a content calendar to guide what you post and minimize on-thefly invention. Focus content on your target audience, not your organization. Tell your followers what they need to hear, not what you want to tell them. This will increase the value of your posts and boost potential engagement.  Next, create a set of evergreen posts that resonate with your audience. Share how volunteering meets their needs for connection and meaning — and how they can give even a small bit of their time to make a positive difference. Show how your work changes lives and invite people to join you in it. Don’t tell them what you need — invite them in. Use a social media scheduling tool — like Facebook’s built-in scheduler or HootSuite or Buffer’s free versions — to further streamline your processes. Finally, regularly monitor your channels. Social media works best as a conversation, not a billboard, so set aside regular time each week to review your channels, respond to questions, engage on other accounts, see what your competitors are posting and learn what content your audience shares or comments on. Adjust your future posts accordingly.

(Pelletier, M. J., Krallman, A., Adams, F. G., & Hancock, T., 2020)

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08 CONNECT TO RECRUIT Note: It may be tempting to cross-post the same content on every platform. However, a one-size-fits-all approach doesn’t work because most consumers interact with multiple social media platforms at the same time, but for different purposes (Pelletier, M. J., Krallman, A., Adams, F. G., & Hancock, T., 2020). Instead, customize your core messages for each platform, and your audience. Otherwise, you risk reducing trust in your brand (HootSuite, 2021; Chen, J, 2021).  Tactic 2: Turn the Junior Achievement lead social media ambassador into a volunteer opportunity. Many nonprofits outsource management of their social media work to a volunteer or set of volunteers. This frees up significant administrative time and opens up a volunteer opportunity to someone who may not be able to commit to in-person or workday classroom volunteering. This could be an especially attractive opportunity for a Gen Z volunteer who wants to give back — and who would enjoy using their social media skills to serve Junior Achievement’s mission. Catchafire, an organization that focuses on connecting professionals with talent-based nonprofit virtual volunteering opportunities, lists social media support as one of the top-10 organizational needs cited by its nonprofit partners in the past year (Catchafire, n.d.) The organization’s website includes impact stories that highlight volunteers who helped nonprofit organizations set up social media accounts, content calendars and social media audits. For example, In December 2021, Karen C. matched through Catchafire to give 30 hours to City Lab High School Foundation in Dallas, Texas, to set up their social media content calendar, which will save the organization more than $4,000 and improve engagement with its supporters (Catchafire, 2021).

Be sure to define what you need with a job description that fully outlines the tasks, duties, functions and responsibilities. Set up centralized direction for the volunteer in the role and connect with them regularly to provide structure and accountability. See the example job description provided for a place to start. Quick Wins: • Invest time in online social media training to build your confidence with the channel. • National Institute of Social Media — many online courses are less than $10; certification costs more, but is gold standard for training and certification. • HubSpot Social Media Certification — free online certification. • Facebook BluePrint Certification — free; includes information about all Meta social media products. • Digital Marketer’s Ultimate Guide to Digital Marketing — free; offers a broad overview of digital marketing techniques that knit social, advertising and email together into a digital marketing strategy. • A guide to cross-posting on social media (without looking spammy) — free; provides great insights into how to tailor one message for use across multiple social media platforms. • Include a question on your volunteer form — what social media platforms do they use — and track the answers to better grow your understanding of where your volunteers gather on social media. • Reduce the number of social media channels you manage to those that deliver the best results and eliminate the others linked in your site footer. If you continue to use Instagram, update the Instagram link to the correct account; it’s currently pointing at www.instagram.com/ jakansascity/, which returns a “page not found” error.

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08 CONNECT TO RECRUIT Strategy No. 3: Create volunteer opportunities that appeal to people who think they’re too busy to commit to multi-hour, multiday, workday volunteer opportunities. By adopting concepts like microvolunteering and offering a wider variety of volunteer engagements that include short, asynchronous and virtual opportunities, you will attract a broader base of volunteer support. Why Do It: Our research uncovered a shift in volunteering since the pandemic. People are as busy as ever but now are more comfortable using online tools to be productive. Furthermore, many feel more confident that they can be productive from home. It is also essential to introduce Junior Achievement of Greater Kansas City to new people by showing up where they already are versus hoping they will stumble upon Junior Achievement through Google searches and advertising.  Thinking about non-traditional volunteer opportunities does not replace the current jobs needed but allows Junior Achievement to view marketing, office administration tasks and even recruiting as volunteer opportunities.  You know you’ve succeeded when you are delighted by the email alerts received (24/7) that another person has accepted a task on your microvolunteer page. The value of the microvolunteering method is “set it and forget it.” (Microvolunteering answers the largest detractor of volunteering: the fear of a perceived time commitment.) Nonprofit organizations often do not have time to seek out new resources and unintentionally go back to the same people and ask them to do more. With microsites, Junior Achievement connects with experts who are excited and committed to using their talents to help the organization without inadvertently feeling obligated to do more than they want. 

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Tactic No. 1: Use microvolunteering websites to mine for volunteers for one-off tasks that do not require significant time or training. Several websites host microvolunteering opportunities. SkillsforChange.org focuses on microvolunteering actions that put professional skills to good use. This site complements Junior Achievement objectives with minimal effort by making it as easy as setting up a social site profile.  Microvolunteering does not replace traditional volunteering and does not work for all needs. Some sites focus on general administration, while others seek specialized knowledge like digital marketing expertise or physical labor.  Some skills Junior Achievement of Greater Kansas City could post on a microvolunteer site: • Digital marketing • Social media posting and monitoring • Office management skills (e.g., data entry and mail sorting) • Content writing/editing with an emphasis on writing web content for SEO • Letter writing/editing/responding • Grant writing • Recruiting reach-out efforts • Write thank-you notes to donors • Photography for social media posts Find groups and websites that Junior Achievement of Greater Kansas City should be on and set them up: e.g., Nonprofit Connect (www.npconnect. org), new microvolunteering sites, Facebook and LinkedIn affinity groups.

08 CONNECT TO RECRUIT Tactic No. 2: Add a nonprofit to BizTown as another critical organization in the community. We are never too young to learn that helping others is part of living harmoniously in a community. BizTown is about instilling working ideas, earning income and spending it in the community. Why not also instill being charitable, too? Reciprocation between charities helps awareness of each other and a desire to help each other. One idea is partnering with the Community Blood Center. Another less-involved option would be a food pantry near the grocery store display or an animal shelter using stuffed animals that the kids can attend. Perhaps a rotation of several different Kansas City-based charities. This component will stimulate not only volunteer recruitment but also create awareness and move participants to consider donations as well.

Quick Wins: • Determine time commitments for volunteer opportunities. • Set up Junior Achievement on the microvolunteering site www. volunteermatch.org and become familiar with this volunteer recruiting platform. Take learnings from here to determine the other sites best suited for Junior Achievement. • A microvolunteer opportunity can be as simple as tweeting and sharing Junior Achievement information with your circle of influence.  • Streamline the clicks to Volunteer Opportunities. It currently takes five clicks on the Junior Achievement website to access. The link on the front page should jump right to the VolunteerHub. • Junior Achievement can partner up with groups on LinkedIn who reflect the students they serve. • Ask people to volunteer. 

Tactic No. 3: Tap college students who are majoring in elementary education as Junior Achievement volunteers. Most teachers follow a career path due to their passion for education. Leverage this interest by inviting college students who are getting ready to embark on their careers to volunteer for Junior Achievement. It not only benefits kids and Junior Achievement but can also be a resume-builder and networking opportunity for college student volunteers. Recommend to professors adding Junior Achievement volunteer hours for extra credit or, as part of the curriculum, spend time in the Junior Achievement organization — learning and understanding this teaching methodology time at BizTown or in a 3DE classroom. 

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08 CONNECT TO RECRUIT Objective 2 - To increase the diversity of the Junior Achievement volunteer pool so that one in three volunteers is a person of color by August 2023, assuring that the diversity of the volunteers better reflects the diversity of the students. This could be measured by a quarterly assessment of volunteer data.

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Tactic

Resources

Timeline

Measure

Result

Conduct a periodic review of Junior Achievement website and volunteer materials to confirm language and visuals that foster inclusion, equity and belonging.

Post this as a volunteer opportunity on Junior Achievement’s VolunteerHub.

One to two months

Free analytics tools will give Junior Achievement a sense of how its website is performing.

A website that invites visitors to stay longer to find out more about Junior Achievement’s programs and volunteer opportunities.

Partner with a diversity and inclusion expert to identify opportunities to expand Junior Achievement’s hiring practices and leadership recruitment and selection to ensure peopel with variouslived experiences are reflected in staff and board members.

Work with board members to find a partner in this space.

Introduce allyship training for staff and leadership

Begin outreach and connection with organizations in Appendix E.

Ongoing

Survey participants at the beginning of training and at the conclusion to understand what topics and strategies resonate with learners.

Establish connection and communication with a network of civic and/or religious organizations specifically composed of Black and Hispanic members.

There is no cost for making a connection unless hosting a social for specific leaders.

Ongoing

Partnerships with other Kansas Solid relationships with City nonprofit organizations other organizations and grows. civic groups results in a sharing of resources.

Specify diversity and inclusion experience necessary.

Volunteer feedback from sign-up to follow-up will help determine if the messaging and tone is correct within volunteer materials.

Potentially partner with a local community college to have a student assist with finding the right tone and visuals for belonging and inclusion.

Six to 12 months

Also, consult Appendix D for local and national diveristy and inclusion trainers.

Using different job posting sites will help increase applications. Use of board contacts to recruit potential leaders from their corporations and expose to leadership opportunities.

Typical cost is between $150-250 an hour with day-long programs and deeper engagements running $2,000-5,000. Some may offer lower costs to nonprofit organizations.

Materials that successfully communicate the meaning and impact for volunteer opportunities and the many diverse students who will be impacted. Junior Achievement will cast a wider net when hiring for full-time staff and/or filling open board and leadership positions.

08 CONNECT TO RECRUIT Objective 2 - Connect to Recruit (Timeline and Resources) Tactic

Resources

Timeline

Measure

Result

Add volunteer social media ambassador

No associated cost except some volunteer job boards do charge a small fee to post a job description

Determine who will manage the volunteer.

Create and fulfill role

Expansion of volunteer opportunities; increased level of comfort with social media as a communications channel; higher quality and more regular posts and channel monitoring

Define Junior Achievement lead social media ambassador volunteer job description Post job description to various volunteer sites — and post about it on selected social channels Select and manage volunteer to success

Setup microvolunteer site profiles.

No associated cost

1 hour per site

Number of volunteers or donors gained from the site(s)

Reach an audience with minimal effort. Let the Internet do the work automatically

Add a nonprofit to BizTown.

Requires the same recruitment process used to procure current KC businesses

6-12 months

Addition incorporated and leveraging the mutually beneficial relationship

Folds giving in to the curriculum and the idea that it is an important part of the community. PR opportunities for both charities

Tap early education majors as BizTown and 3DE volunteers

College job boards, and through a network of college professors in universities schools of education

3-6 months

Increase in college-aged volunteers

Instilling a habit of volunteering with Junior Achievement early in a person’s career in hopes they will continue to volunteer

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SECTION 09 | CONNECT TO DONATE

Converting current and potential volunteers to donors. On the heels of a highly successful capital campaign, Junior Achievement of Greater Kansas City has the city’s corporate citizens and private foundations engaged in its mission. Nearly two-thirds of its annual funding comes from these two sources. Currently, Junior Achievement generates 5% of its annual revenue from individual donors. To exemplify the opportunity for increased donor acquisition, the 2021 Giving USA annual snapshot report on philanthropy for 2020 estimates 69% of total charitable giving comes from individuals (Cramer and Associates, 2020). Our research shows Junior Achievement has a major opportunity to cultivate a community of individual donors to enhance financial support of the mission. Consider this an IPO for an entirely new group of “investors” who are looking to make a difference and help Junior Achievement raise new capital. Our research shows they can become a large and loyal group of stakeholders who provide a reliable source of financial support over the long term. We explored best practices and research-validated strategies and tactics to attract and grow this new group of Junior Achievement investors. Through meaningful communication, stronger connection and deeper engagement, Junior Achievement can achieve the following objective:

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Objective 3: To increase the amount of money raised through individual giving from $43,102 to $100k annually by the end of 2023. Strategy No. 1: Convert Volunteers into Super Investors What Is It: First, we recommend starting with the people who already know Junior Achievement. Whether they’ve delivered the JA Ourselves® curriculum to a class of kindergartners or supported a school field trip to the new JA BizTown, your volunteers have already experienced Junior Achievement’s mission and witnessed its impact on children in their own communities. Historically, the concern in the nonprofit community has been about “double dipping” – a fear that volunteers would be turned off by an appeal to also contribute financially (Ellis, 2004). However, research shows this simply isn’t the case. The 2018 Snapshot of the Philanthropic Landscape found a strong correlation between volunteers and financial donations. People who volunteer their time are much more likely to financially support an organization. Seventy-nine percent of those who volunteer also financially donate to that same nonprofit (Falvo, 2018). And this includes major donors with 69% of high-net-worth individuals indicating they drive impact to the organizations they support through both giving financially and volunteering their time (Falvo, 2018). It’s also particularly relevant for millennial volunteers, with 52% indicating they’re more likely to contribute their dollars where they volunteer (Vomo, 2020).

09 CONNECT TO DONATE Making the Conversion Why Do It: Converting a volunteer into a financial investor boils down to simply making the ask and further connecting them to Junior Achievement’s mission. Eighty-five percent of volunteers say mission is the top factor when deciding whether to make a financial contribution (Vomo, 2020). Building a strong connection between the mission, the experience and the ask is critical to conversion. Helping them fully understand the mission of the organization and how they are advancing it, ensuring that each volunteer has a positive and meaningful experience as a volunteer, then following it up with a heartfelt ask that feels like a thankyou will support a successful conversion and help cross-pollinate your volunteers with your donors. Junior Achievement already sends its BizTown volunteers a thankyou email 24 hours after their volunteer engagement. We recommend enhancing the message to include a direct funding appeal — and extending this thanks to all volunteers immediately following a volunteer engagement. See Appendix G for a sample enhanced email message. Strategy No. 2: Matching Gifts Why Do It: Matching gifts are an easy way to incentivize individual giving and help supporters feel like their dollars are going even further. Campaigns that leverage donation matching raise three-to-five times more money than those that do not (David, G., Mauricio, C., Ellie, B., Elizabeth, P., Krista, L., & Alexa, G., 2021). What Is It: A few options to raise the money to match individual donor’s gifts are as follows:

1. Invite a corporate partner or major donor to host the match to pair with a major fundraising campaign. This is the most traditional form of matching and the least complicated. Ask a corporate partner how much they would be willing to match dollar-for-dollar and use that amount to drive your campaign. 2. For Junior Achievement, timing a matching gift with back-to-school season, Giving Tuesday, after an earned media opportunity or adding a matching gift to a fundraising campaign is a way to potentially double the revenue and add excitement around the campaign. We recommend starting small and encouraging individual investors to double their $20 gift to $40 via the match. 3. Structure one large gift or a group of gifts to create a greater sense of urgency for donors and encourage them to multiply their impact. Major donors could receive recognition for underwriting the grant and even offer an additional incentive to individual donors to participate, such as a free ticket, discount or branded item. While Junior Achievement already uses matching opportunities to some extent, a few more quick wins can increase the potential of converting volunteers to donors and ramping up individual giving. Company Matching While donors are typically the first audience reached out to regarding company matching, a way to drive your volunteers to become donors is to send them an email asking if they would take two minutes to check if their company matches donations made to local nonprofits. See Appendix H for a sample email message.

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09 CONNECT TO DONATE Pre-populated Giving Amounts

An easy way to ramp up individual giving and increase matching capacity is to change the auto-populated donation amounts on your website. Quick Win: We recommend listing your giving options from smallest to largest, starting at a lower dollar amount for new donors. For example, list $10, $25, $100, $250, $500, $1,000, $2,500, and include an editable contribution field as “Other.” During Junior Achievement’s 2021 End-of-Year Campaign, we noted the numbers on the homepage appeal were listed as $10,000, $5,000, $2,500, $1,000, $500, $250, $100, Other. It can be much more difficult to convert an individual donor if they are asked to make a $10,000 contribution from the outset. Donors need to understand their contribution is appreciated no matter the size. We recommend analyzing Junior Achievement’s online contributions after six months to better align with donor habits, and then customize the prepopulated amounts based on donor behaviors.

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Strategy No. 3: Engage Young Professionals Through Monthly Giving What Is It: A strong and well-positioned monthly giving program is another great way to build a pipeline of new investors — and develop the next generation of financial investors. Not everyone has the capacity to make a major gift, and this is especially true for young professionals. Monthly programs offer a budget-friendly way for individual donors to support your mission. Why Do It: Keep in mind these facts: • The average recurring donor will give 42% more in a year than those who give one-time gifts (Network for Good, 2021). • The average monthly recurring gift is $52, which is $624 a year (Network for Good, 2021). • Donors who participate in a recurring giving program have retention rates of more than 80% after one year and 95% after five years (Network for Good, 2021). • Millennials may not have the ability to make a large individual gift, but the Millennial Impact Report found more than 52% are interested in monthly giving (Millennial Impact Report, 2020). • Fifty-seven percent of donors in Canada and the United States are enrolled in a recurring giving program, up from 46% in 2018. Ninetyfour percent prefer to give monthly, 3% weekly, 2% annually and 1% quarterly (Global Trends in Giving, 2020).

09 CONNECT TO DONATE The Investment Club We recommend creating a new monthly giving program branded as The Investment Club and targeted to young professionals. The Investment Club gives young professionals a connection to the organization early in their careers, allowing them to become exclusive members by investing in the future of Kansas City students. The name feels exclusive and can help make donors feel like they’re part of something important. Founder’s level could be a one-time opportunity to join as an Investment Club founder with a $50 per month contribution. Once established, this group can become more engaged through “member-only” events, hosted happy hour mixers at BizTown, special volunteer opportunities or invitations to sneak peeks. We recommend incentivizing levels of monthly giving. As an example, $25 a month could earn members an exclusive T-shirt or padfolio celebrating their membership, which brings with it additional branding opportunities.

Proposed Levels of Giving for the Investment Club Founding Member: $50/month • Exclusive opportunity for first two years of program • Lifetime Founding Member status • Founding Member T-shirt • Member-only events • Exclusive Investment Club eNewsletter (featuring members monthly) Advisor: $35/month • Investment Club T-shirt • Member-only events • Exclusive Investment Club eNewsletter Value Investor: $25/month • Member-only events • Exclusive Investment Club eNewsletter Club Member: $10/month • Exclusive Investment Club eNewsletter We recommend calling upon Junior Achievement board members to drive The Investment Club, especially while staffing resources are limited. Each board member should be tasked with recruiting at least five people into the Investment Club at any level of giving. Even bringing someone in as a Club Member is beneficial because they can be incentivized to eventually become a Value Investor to obtain access to member-only social events.

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09 CONNECT TO DONATE Strategy No. 4: Junior Achievement Champion Challenge — Virtual Event What Is It: Create the Junior Achievement Champion Challenge in early 2023.

items from each BizTown storefront sponsor, with employees from each company competing to be crowned the Ultimate Junior Achievement Champion.

The Junior Achievement Champion Challenge is a virtual fundraiser to raise both awareness and funds for Junior Achievement’s mission. The Challenge would give volunteers, the Board of Directors and members of The Investment Club the opportunity to leverage their own personal and professional networks to bring in additional support for the mission.

• Board/each business at BizTown have a candidate • Party at BizTown to reveal the winners • Consider naming the competition “Junior Achievement Champion of the Year” or “Junior Achievement Champion Challenge” • In-person and virtual options

The board would be recruited to participate 100% in this initiative with a challenge to each member to raise at least $1,000 from their own personal networks. The Investment Club and current volunteers would also be challenged to join the competition with participant recruitment conducted via email blasts, social media and communication to sponsoring companies. Junior Achievement will provide each participant with a customizable fundraising webpage, suggested social media posts and recognition emails/social media posts to celebrate the individual contributions they generate. The goal will be to create a competitive fundraiser with bragging rights, recognition and VIP tickets to Junior Achievement’s next online fundraiser as prizes for the top three fundraisers.

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Once COVID-19 is no longer a concern, this virtual event could become an in-person experience hosted at BizTown and featuring live auction

09 CONNECT TO DONATE Objective 3 - To increase the amount of money raised through individual giving from $43,102 to $100k annually by the end of 2023. Tactic

Resources

Timeline

Measure

Result

Convert volunteers into super investors

See Appendix G for sample email to send to volunteers.

Implement immediately to increase individual donors

Conversion rate of donations from volunteers following volunteer engagement via enhanced email

Increased donations due to making the ask and utilizing smaller donation amounts on the website

Conversion rate of users who are giving based on the pre-populated amounts given on the website Improve matching gifts support

Engage young professionals through monthly giving

Matching campaign automated company search platform is already utilized by Junior Achievement. See Appendix H for sample email to send to volunteers.

Planned during the next six months with full implementation/execution in the second half of 2023, possibly timed with back-to-school season or Giving Tuesday.

Number of volunteers checking if their company matches nonprofit donations via email

Board engagement to launch and recruit members of The Investment Club

Launch in September when school is beginning.

Number initial members who join, track numbers and review regularly

Increased amount of matched donations

Conversion rate of volunteers donating due to the knowledge that their gift can be matched

Changes in program levels of members

Increased individual giving and engagement that is skewed toward younger generations

Engagement from members at various levels Junior Achievement Champion Challenge Virtual Event

Eighty hours of manpower to execute the virtual Junior Achievement Champion Challenge

The first Junior Achievement Champion Challenge virtual crowdfunding event would take place in early 2023.

Donation amounts from individuals and teams Level of engagement and feedback (using surveys after event completes)

Increased individual donations and greater awareness of Junior Achievement. Also a better relationship with local businesses who can be sponsors once there is an inperson event

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SECTION 10 | CONCLUSION

Our class’s understanding of Junior Achievement of Greater Kansas City has evolved over the last several months. We started with a few loose ideas and have grown to develop strong connections to your mission. For some of us, Junior Achievement was relevant from the start. • Our classmate Laurie brought one of the products she made in Junior Achievement as an Indiana middle-schooler in the early 1980s. • Our professor Matt proudly displayed his work on a Junior Achievement newspaper from more than four decades ago. • Our classmate Ashlee recalled her time as a Junior Achievement instructor through an employer’s volunteer program. As we listened to you, studied your organization and walked through your doors for our research presentation, the understanding we each have of Junior Achievement has become both meaningful and personal. When we first met, you asked our research class to help you solve a problem – increasing the diversity of your volunteer pool to match the diversity of the students you serve. We did extensive research to challenge our thinking on what volunteers in general, and those of color, specifically, think, do and feel. This deep dive was especially meaningful as it relates to the launch of Junior Achievement’s 3DE program. Our research classmate Dominic graduated from Northeast Kansas City High School in 2012 and shared that representation — especially at that time in his life — has been extremely important.

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Our research led us to several valuable findings about volunteer activity, but it also opened our eyes to two connected challenges – Kansas Citian’s low level of awareness of what Junior Achievement does, and your need to move beyond corporate funding to include a greater level of individual donor giving. These three important cornerstones of nonprofit work – awareness, volunteer recruitment and individual donations – became our focus for the last month. We kept in mind your current staffing situation and your limited resources. We heard your concerns about diversity and inclusion and how much you want those values to be reflected in your organization. We provided a set of research-based strategic marketing solutions centered on each topic. We built strategies around each topic, gave you ideas of large and small tactics to achieve those strategies and included some quick wins that would allow you to recognize instant success. Your work is important. It’s inspiring. And you are in one of the most engaged and philanthropic metropolitan areas in the United States. Kansas City children benefit from your programs every day and their parents, mentors and benefactors witness your success. There is no doubt your connections to the community will yield results in awareness, recruiting and donor relations. We hope you find these recommendations useful as you build unique educational opportunities and innovate learning for today’s young people.

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SECTION 11 | APPENDICES

APPENDIX A: SAMPLE SOCIAL MEDIA TOOLKIT FOR JUNIOR ACHIEVEMENT OF KANSAS CITY As a volunteer and champion for Junior Achievement of Greater Kansas City, you can further increase your valuable support by sharing your experiences to your connections and community in your own words through your personal social media accounts. This toolkit includes easy-to-use elements that can help you share your stories — and spread the word about Junior Achievement, our mission and our value to the Greater Kansas City community.  General Posting Tips and Ideas • Make your posts unique! Share about your experience volunteering or why you love Junior Achievement of Greater Kansas City. Tag friends that you think might be interested in learning more about our mission and work. Or even invite your network to join you in volunteering next time! We have provided a few sample posts below to get you started, but feel free to create your own content. • Review our social media policy to ensure your content complies with our requirements. • Tag the Junior Achievement of Greater Kansas City Facebook (@ Junior Achievementkansascity), and Instagram (@Junior Achievement. kansascity) accounts in your posts. • Tag friends, locations, and venues in your posts with @ + their username. • Share posts from the Junior Achievement of Greater Kansas City Instagram Account to your story. Read how to share a post here. • Share posts from the Junior Achievement of Greater Kansas City Facebook Account to your news feed. Read how to do that here.

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• Share any links directly in your posts. Links should only be included with Facebook; they are not clickable in Instagram unless placed in your bio. If posting to Instagram, use #linkinbio, or “Link in bio” in copy, and then place the URL in your profile description. Important Hashtags Hashtags are a way to connect social media content to a specific topic, event, theme or conversation. They mark a post as belonging to a specific topic or group of posts and help social media platform users find similar posts. • • • • • • • • • • • • •

#juniorachievement #jachampion #javolunteer #ja #financialliteracy  #business  #entrepreneur #leaders  #kansascity #youth #education  #iamja #employment 

• • • • • •

#empowerment  #inspiringyouth  #finlit  #achievement #entrepreneurship #empowerthefuture

11 APPENDIX A Sample Posts (Volunteers) • Looking for a way to give back? I volunteer with #JuniorAchievement of Greater Kansas City and help prepare kids for life! This week I [summarize volunteer duties] and can’t wait to do it again! #jachampion #javolunteer #inspiringyouth • This week I helped #JuniorAchievement of Greater Kansas City inspire a [grade] class at [school name] to get ready for life with important #financialliteracy experiences and skills! It’s great to give back to an organization I can be passionate about. #Junior Achievementchampion #javolunteer #inspiringyouth • Today I helped #JuniorAchievement of Greater Kansas City inspire and prepare #kansascity kids at [school name] to excel in a global economy — and I had great fun doing it! To join me, visit jagkc.volunteerhub. com to see all their volunteer opportunities. #jachampion #javolunteer #inspiringyouth

Sample Posts (Board Members) • This week at #JuniorAchievement of Greater Kansas City, our volunteers helped [Insert amount of students impacted] students at [school name] learn how to [highlight critical life skill(s)] through [exercise or course taught]. You can help our volunteers build a stronger #kansascity by supporting them here: https:// greaterkansascity.ja.org/donate/index • #JuniorAchievement volunteer, [volunteer name], visited [school name] today to teach students [summarize curriculum / activities].  This is what being a champion in our community looks like! (Include image of volunteer). • How do you give? I’m proud to support our #JuniorAchievement team in building a better future for our children by equipping them with lifeskills like those taught in this week’s activities at [school name]. You can join me and become a champion for #kansascity youth today. Learn more at https://greaterkansascity.ja.org/get-involved/index

Sample Posts (Donors) • I’m proud to be a #JuniorAchievement champion! Today students from [school name] visited BizTown in #KansasCity to gain first-hand experience in business management, economics and leadership. #inspiringyouth  • #JuniorAchievement of Greater Kansas City is doing some amazing work! This week high school students at [school name] gained critical workplace skills and learned about valuable tools to find a job as and become strong employees. Supporting Junior Achievement supports a stronger #KansasCity.  

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11 APPENDIX B APPENDIX B: AREA JOURNALISTS WHO COVER EDUCATION AND/ OR COMMUNITY-RELATED TOPICS   Area Journalists who cover education and/or community-related topics Print/Digital 2más2KC Bilingual Publication Elizabeth Lopez Editor [email protected] (91432-3486

Sarah Ritter K-12 education reporter The Kansas City Star [email protected]

Maria Benevento Education Reporter Kansas City Beacon [email protected]

Mary Sanchez Contributor Flatland  [email protected]

The Kansas City Call Donna Stewart Editor [email protected] 816-842-3804

Nick Sloan Executive Publisher Kansas City Kansan [email protected] 913-461-5630

The Kansas City Globe Denise Jordan Managing Editor [email protected] 816-531-5253

Tessa Weinberg Reporter Missouri Independent [email protected]

Kansas City Hispanic News

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Joe Arce [email protected] (816) 472-5246Kyle Palmer Editor Shawnee Mission Post [email protected] 913-439-6586

11 APPENDIX B Mará Rose Williams Editorial writer, columnist and speaker on issues of race, equity, education and journalism Kansas City Star [email protected] 816-234-4419 Broadcast Megan Abundis Reporter KSHB 41 [email protected] Carolina Cruz Reporter KCTV 5 [email protected] Leslie DelasBour Reporter KSHB 41 [email protected] Abby Dodge Reporter KCTV 5 [email protected]

Sherae Honeycutt Reporter Fox 4 News [email protected] Sharifa Jackson Reporter Fox 4 News [email protected] Tia Johnson Reporter Fox 4 News [email protected] Jacob Kittilstad Reporter Fox 4 News [email protected] Jackson Kurtz Reporter KMBC TV [email protected] Daniela Leon Reporter KSHB 41 [email protected] 

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11 APPENDIX B Chris Lester Managing Editor Kansas City PBS [email protected] 816 398 4324 Cynthia Newsome Community Relationships Director KSHB 41 [email protected] Regan Porter Reporter Fox 4 News [email protected] Greg Payne Reporter  KCTV 5 [email protected] Emily Rittman Reporter KCTV 5 [email protected] Alan Shope Reporter KMBC TV [email protected] Reyes Media

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Clara Reyes [email protected] Diana Raymer [email protected] Dos Mundos, KTDT La Grande 1340 AM, KYYS LA “X” 1250 AM, and KCZZ 1480 AM KKFI 816-931-3122

11 APPENDIX C APPENDIX C: LIST OF KANSAS CITY INFLUENCERS AND SMALL BUSINESSES Influencers Kansas City Mom Collective - kansascity.momcollective.com – Jamie Young, Events Director [email protected]

KCTV5 Morning News Team – [email protected] 913-677-5555 Small Businesses for BizTown Rotation Blue Nile Ethiopian Restaurant – Daniel and Selam Fikru (owners) 816-2830990

Mommypalooza – mommypalooza.com – Candy Tai candy@ mommypalooza.com [email protected]

Hecho KC – [email protected] 816-775-0193

This Kansas City Mama – thiskansascitymama.blogspot.com Andrea Krasnow (creator) [email protected]

Mayweather Boxing + Fitness – [email protected] 816-6731158

Aja James - @ajakenzie Instagram

Buffalo Seed Company [email protected] Matthew (owner) 913-265-9525 Nancy (owner) 913-265-9791

Mallory Janesen - @malloryjansen Instagram Big Slick [email protected]

Made In KC - [email protected] 816-585-2405 Madison Stitch - John Pryor (owner) [email protected]

Kansas City Chiefs - Lara Krug, Chief Marketing Officer/Executive Vice President of Marketing 816-920-9400 Kansas City Royals – Alex Shulte, Vice President of Corporate Partnerships [email protected] Negro Leagues Baseball Museum – Bob Kendrick, President 816-2211920 KMBC Morning News Team – [email protected] 816-221-9999 Fox4KC Morning News Team – 816-753-4567

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11 APPENDIX D APPENDIX D: DIVERSITY, EQUITY, INCLUSION AND BELONGING CONSULTANTS Typical cost is between $150-250 an hour with day-long programs and deeper engagements running $2,000-$5,000. Some may offer lower costs to non-profit organizations. Local DMK Consultants Dionne King, CEO [email protected] 816-701-9386 www.dmkconsults.com/ Renaissance Management and Training Solutions, LLP James Echols, CEO [email protected] 913-523-4890 www.renaissancesolutionsllp.com/ Sophic Solutions Rodney D. Smith and Stephenie K. Smith, Co-Founders [email protected] , stephenie@sophicsolutionsgroup. com www.sophicsolutionsgroup.com/ Stan Johnson and Associates Stan Johnson, President [email protected] 816-361-3702 www.sjohnsonassociates.com/

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Thomas DEI Consulting Kristy Thomas, Owner [email protected] https://www.thomasdeiconsulting.com/ Winning Truths International, LLC Lisa Benson, Founder and CEO [email protected] ​​1-800-817-2290 www.winningtruths.com National Jennifer Brown Consulting jenniferbrownconsulting.com New York, NY Jennifer Brown, CEO and Founder LTHJ Global LTHJGlobal.com Seattle, WA Lindsay Jackson, CEO and Founder Paradigm Paradigmiq.com Palo Alto, CA Carissa Romero, PhD and Joelle Emerson, Co-Founders

11 APPENDIX E APPENDIX E: COMMUNITY ORGANIZATIONS AND CONTACTS Black Chamber of Commerce of Greater Kansas City www.bccgkc.org/  The Chamber is an action and advocacy organization designed to meet the needs of the Black business community in Kansas City. It is an organization of individuals and businesses from various disciplines and trades that have come together for the purpose of advancing commercial, financial, educational and civic interest of the Black community. In effect, it is a clearinghouse, a public relations counselor and a legislative representative at the local, state and national levels of government. Contact: Kelvin Perry, President [email protected]  (816) 336-1435 City of Kansas City, Missouri Minority and Women Organizations www.kcmo.gov/city-hall/departments/human-relations/minority-andwomen-organizations  Greater Kansas City Hispanic Collaborative (Young Latino Professionals, Latinos of Tomorrow, the Latino Coalition and KC Biz Fest) www.gkchc.com/ The Greater Kansas City Hispanic Collaborative was founded in 1993 as a 501c3 charitable organization by the Greater Kansas City Hispanic Chamber of Commerce Board of Directors to implement their youth and young adult development programs. Contact: (816) 472-6767 Heartland Black Chamber of Commerce

https://heartlandblackchamber.com/  Our core focus is on the launching, developing, promoting, sustaining and growth of the black community.  Contact: Kim Randolph, President [email protected]  Hispanic Bar Association of Greater Kansas City https://hispanic-bar-association-of-greater-kc.square.site/  HBAGKC serves to preserve the recruitment and retention of Hispanics in law schools and provide them with financial assistance; to provide continuing legal education for attorneys and foster the exchange of ideas and information among its members; to serve as the voice for the concerns and opinions of Hispanics in the legal community; to provide testimony before Missouri and Kansas state legislatures on issues of concern to Hispanics; and to work with other bar associations, government agencies and community groups to achieve greater involvement in and understanding of the American legal system. Contact: [email protected] Hispanic Chamber of Commerce of Greater Kansas City https://hccgkc.com/ The Hispanic Chamber of Commerce of Greater Kansas City was founded in 1977 by twenty-five Hispanic business leaders who envisioned the need for an organization that would represent their interests before the public and private sectors. The organization aimed at developing a business network that would provide the Hispanic business community with cohesion and strength while promoting economic growth and development of its member businesses and the community they serve. Contact:

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11 APPENDIX E Carlos Gomez, President/CEO [email protected] Hispanic Economic Development Corporation www.kchedc.org/hedc/ The Hispanic Economic Development Corporation is dedicated to improving the lives of Latinos within the greater Kansas City. HEDC achieves this area through business development and economic and community wealth creation initiatives. Contacts: Pedro Zamora, Executive Director Maria Mendoza, Community & Business Development Specialist Phone: 816-221-3442 Email: [email protected] KC Black Owned https://www.kcblackowned.org/ KCBLACKOWNED was started in response to a lack of centralized list for black-owned businesses. Its main goal is to connect consumers to a direct source while establishing a platform that locates, supports, and repeats the process with black-owned businesses in and around KCMO. Contact:  Chelsey M., Founder Email: [email protected]

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National Black MBA -- Kansas City Chapter http://kcblackmba.org/ Established in 1970, the National Black MBA Association (NBMBAA) is dedicated to developing partnerships that result in the creation of intellectual and economic wealth in the black community through its five channels of engagement; education, career, leadership, entrepreneurship and lifestyle. Contact: Johnathon Higgins, President (877) 493-2073 National Organization of Minority Architects Kansas City www.nomakc.com/ The National Organization of Minority Architects Kansas City (NOMAKC) mission is to champion diversity, multicultural design professionals and allied organizations who desire to influence the greater community by advancing the profile of minority design professionals and multicultural business interests. NOMAKC desires to be a unified force to enact change that enhances opportunities for the increased exposure and contribution of minority professionals. Contacts: Tabitha Darko, President [email protected] Kate Moeder, Secretary  [email protected] 

11 APPENDIX E NPHC-KC www.facebook.com/nphckc/  Central Connection for the members of the National Pan-Hellenic Council of Greater KC, Kansas City’s Black Greeks and the community we serve. Contact: [email protected]  PROSPANICA KC (formerly National Society of Hispanic MBAs -- Kansas City Chapter) https://members.prospanica.org/group/KansasCity Contact:  [email protected] 

Urban League of Greater Kansas City www.ulkc.org/ To enable African Americans and other disadvantaged persons to secure economic self-reliance, parity, power and civil rights Contacts: Gwendolyn Grant, President and CEO [email protected] Marchel Alverson, VP, Marketing & Communications [email protected] 

The Urban Summit Young Professionals www.linkedin.com/in/the-urban-summit-young-professionals-6472b53a/ Urban Summit Young Professionals (USYP) of Greater Kansas City is a community of professionals in their 20s to mid-40s across Kansas City. Our mission is to empower African-American young professionals and entrepreneurs to be leaders in their companies and in their communities. We do this by supporting the mission of the Urban Summit of Greater Kansas City (parent organization) to develop initiatives to foster community relations, enhance economic growth and improve the quality of life in the Urban Core.

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11 APPENDIX F APPENDIX F: VOLUNTEER SOCIAL MEDIA COORDINATOR JOB DESCRIPTION Do you enjoy connecting people and ideas through social media? Do you love to craft engaging Facebook posts that you know will attract attention? Are you looking for a meaningful way to give back to your community — but you need flexible work you can do from home? Help Kansas City area youth prepare to succeed in a global economy as a volunteer Social Media Coordinator with Junior Achievement of Greater Kansas City. You’ll use your strong social media skills to share how Junior Achievement teaches kids important financial decision-making skills, cultivates an entrepreneurial mindset among students in kindergarten through 12th grade and helps youth find their passion and use it to design a promising career. Your engaging, inviting Facebook and Instagram posts will raise awareness of our mission, share events and opportunities for others to engage with us as volunteers and tell inspiring stories of youth who finally understand how all their hard work in school will prepare them for life.   This fully remote volunteer opportunity would require 4-8 hours a week. As an important member of our communications team, you’ll be expected to: • Work with our staff to develop a social media content calendar to guide messaging throughout the year. • Understand our target audiences and how to best reach them through social media. • Using the content calendar as a guide, create, edit, publish and share high-quality, engaging, branded content each day to increase engagement and attract potential volunteers, donors and sponsors to our social media accounts.

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• Set specific engagement goals and report on the results of your efforts each week. • Attend a weekly 30-minute check-in call or online meeting with members of the Junior Achievement staff. • Communicate with followers; promptly, accurately and kindly respond to queries and monitor customer reviews. • Assist with updating and maintaining our social media accounts’ designs (e.g. Facebook timeline cover, profile pictures, etc.). • Brainstorm promotions and content to bolster our online reputation and increase awareness of and advocacy for Junior Achievement of Greater Kansas City. Qualifications • Experience working with social media accounts for a business or nonprofit. Able to tell engaging stories with words and visuals. • Familiarity with social media platforms (how to post, how to tag, etc.). • Ability to crop/resize photos and create appropriate graphics to use in social posts using personal software and tools; some images may be provided by Junior Achievement staff. • Access to email, a laptop/tablet and/or cell phone to enable posting. • Positive attitude; willingness to be a part of a dynamic, supportive team. • Self-starter who can take ideas and execute/develop with or without guidance. • Able to commit to supporting the social media accounts for a minimum of 90 days.

11 APPENDIX G APPENDIX G: ENHANCED THANK YOU EMAIL TEXT Thank you for investing your time and talent at the new Junior Achievement BizTown presented by CommunityAmerica Credit Union. Your volunteer contribution is incredibly meaningful to the students we serve. If they can see it, they can be it. By giving your time, you helped build meaningful experiences that will inspire our students’ futures and put them on an equitable playing field. Because of you, they have a better understanding of how to manage their money and be a good neighbor.

Of course, there’s no obligation to give money because we know how valuable your time is, too. But if you’re inspired to help even more, please make your donation now and help more kids experience BizTown. And we’d love to have you back at BizTown soon. Volunteers bring our BizTown experience to life. Sign up for your next session and bring a friend. Thanks again – we really appreciate YOU!

We simply cannot deliver our mission and reach thousands of students across Kansas City without friends like you. Your contribution of time ensures we can spend every dollar we raise on these much-needed inclassroom programs and the BizTown experience. And because you’ve already experienced our impact first-hand, you know it takes both passionate volunteers and dollars to deliver our mission. We’re all about making wise financial decisions – it’s what we teach. And you know the impact Junior Achievement is making – you’ve seen it. We want to thank you for your support and invite you to make an additional investment in the future of our students. Would you consider making a financial donation to help us further? Just $20 will provide a BizTown experience for two students from an underserved community. That’s $20 to open new opportunities to two students and give them a chance to see their stories in your story.

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11 APPENDIX H AND I APPENDIX H: MATCHING GIFTS EMAIL TEXT

APPENDIX I: DOLLARS FOR DOERS

Hi,

Even if volunteers don’t personally donate, there’s another opportunity to link their volunteerism with a donation through workplace giving programs like Dollars for Doers. More than 60% of Fortune 500 companies offer programs that match volunteer hours with contributions (VOMO, 2020). As an added bonus, some companies will match the personal contributions of their employees, which allows those volunteers who do donate to double their gifts. Each year more than $4 billion in matching gift funds goes unclaimed because volunteers and/or nonprofits are unaware of these programs (VOMO, 2020). Communicating about these programs and helping volunteers find out if their company participates is another way to bring in additional funds.

Thank you for investing your time and talent as a Junior Achievement volunteer! Did you know that hundreds of companies match charitable donations made by their employees? Please visit our matching gift page to see if your company will match your generosity and to access the forms, guidelines and instructions that you need to submit your match. Step 1: See if I’m eligible (Click Here button)

Quick win: direct link to Dollars for Doers website Step 2: I’ve submitted my matching gift request! (Click Here button) If your company doesn’t offer a matching gift program or won’t match your donation, please let us know by clicking the following link: I’m not eligible for a matching gift. With Gratitude, Junior Achievement of Greater Kansas City

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SECTION 12 | REFERENCES, RESOURCES AND WORKS CITED

Website Language and Visuals • Junior Achievement of Central Indiana (Indianapolis) — Diversity statement is listed on site map specifically as Diversity Statement: www.juniorachievement.org/web/ja-indy/about-ja#diversity-statementanchor  • Junior Achievement of Georgia — Diversity statement is a menu option under About tab: www.georgia.ja.org/diversity • Four Ways to Make Your Organization’s Language More Inclusive, Michael Hickey, Associations Now, December 10, 2021: https:// associationsnow.com/2021/12/four-ways-to-make-your-organizationslanguage-more-inclusive/  • Tobi Johnson and Associates — Volunteer Management Progress Report, January 2021: https://s3.amazonaws.com/ kajabi-storefronts-production/sites/60619/themes/1474670/ downloads/82iwWpowQF2tvnsquqep_2021_VMPR_Report_ FINALv3_1_.pdf • https://tobijohnson.com/volunteer-diversity-inclusion/ • www.volunteerhub.com/blog/diversity-and-inclusion-are-important-fora-volunteer-program/ • www.npconnect.org/diversity/ • www.nonprofitmarketingguide.com/does-your-dei-policy-provide-clearguidance-on-communications-probably-not/  Hiring Practices and Leadership Selection • Why Are We Still Struggling with Diversity, Equity, and Inclusion in Nonprofit Governance? Elizabeth A. Castillo, Nonprofit Quarterly, November 2018: https://nonprofitquarterly.org/why-are-we-stillstruggling-with-diversity-equity-and-inclusion-in-nonprofit-governance • Tobi Johnson and Associates: https://tobijohnson.com/equity-in-

volunteerism/ • Associations Now — Looking for Sponsor Dollars: Try These Two Hot Areas, Rasheeda Childress, December 15, 2021: https:// associationsnow.com/2021/12/looking-for-sponsor-dollars-try-thesetwo-hot-areas/  • National Council of Nonprofits — Why Diversity, Equity, and Inclusion Matter for Nonprofits: www.councilofnonprofits.org/tools-resources/ why-diversity-equity-and-inclusion-matter-nonprofits • Project Implicit — Testing to uncover implicit biases: https://implicit. harvard.edu/implicit/ Allyship Training • Diversity and Inclusion Consortium, Kansas City: www. diversityinclusionconsortium.org/ • Allyship training — Allyship in the Workplace — Seen at Work: www.seenatwork.com/workshop/allyship?gclid=Cj0KCQiAzf uNBhCGARIsAD1nu-9IIJldYf1R6zJbAN9_rZplFqhpPJlJqWF_ o3tPxvfePNa6BsGfC9oaAiwIEALw_wcB • Why We Can’t Overlook Race in the Workplace: PowertoFly.com DEI Training: https://powertofly.com/dei/ • Allyship — The Key To Unlocking The Power Of Diversity, Sheree Atcheson, Forbes, December 2021: www.forbes.com/sites/ shereeatcheson/2018/11/30/allyship-the-key-to-unlocking-the-powerof-diversity/?sh=67bfe4b549c6 • Rochester Racial Justice Toolkit: https://thetoolkit.wixsite.com/toolkit/ beyond-allyship Volunteer Experiences Junior Achievement Black Entrepreneur Speaker Series (Junior Achievement North): www.janorth.org/bess/

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12 REFERENCES, RESOURCES AND WORKS CITED The Denver Foundation’s Inclusiveness Project — Recruiting and Retaining a Diverse Base of Volunteers/Helpers: www.nonprofitinclusiveness.org/ recruiting-and-retaining-divervse-base-volunteershelpers National Hispanic Council on Aging — Recruiting, Training, and Retaining Hispanic Volunteers (2017): https://cahealthadvocates.org/wp-content/ uploads/2016/04/Final-Latinos-and-Volunteerism-3-30-17.pdf  Volunteer Hub Blog, 4 Reasons Diversity and Inclusion are Important for Volunteer Programs, Eric Burger: www.volunteerhub.com/blog/diversityand-inclusion-are-important-for-a-volunteer-program/  Connection and Communication with Local Social and Civic Organizations Cited Sources • 2021 giving report. Fidelity Charitable. (2021). Retrieved January 9, 2022, from https://www.fidelitycharitable.org/insights/2021-givingreport.html • BoardSource, 2021: Leading with Intent - BoardSource Index of Nonprofit Board Practices retrieved from https://boardsource.org/wpcontent/uploads/2021/06/2021-Leading-with-Intent-Report.pdf • Bryan, J. (2019). How company engagement in Social Issues Affects employee performance. Gartner. Retrieved January 9, 2022, from https://www.gartner.com/smarterwithgartner/corporate-advocacy-ofsocial-issues-can-drive-employee-engagement • Buse, K., Bernstein, R.S. & Bilimoria, D., 2016: The Influence of Board Diversity, Board Diversity Policies and Practices, and Board Inclusion Behaviors on Nonprofit Governance Practices. J Bus Ethics 133, 179–191 • Castillo, E. A. (2021, March 31). Why are we still struggling with diversity, equity, and inclusion in nonprofit governance? Non Profit News | Nonprofit Quarterly. Retrieved January 8, 2022, from https://

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nonprofitquarterly.org/why-are-we-still-struggling-with-diversity-equityand-inclusion-in-nonprofit-governance/ Catchafire. (n.d.). Catchafire. Retrieved January 3, 2022, from www. catchafire.org/impact/metrics/  Catchafire. (2021, December 29). The impact of virtual volunteering. Catchafire. Retrieved January 3, 2022, from www.catchafire.org/ impact/match/2917786/citylab-high-school-foundation--social-mediacontent-calendar/  Chen, J. (2021, October 7). What to post on each social channel to stand out from the crowd. Sprout Social. Retrieved January 3, 2022, from https://sproutsocial.com/insights/what-to-post-on-each-socialmedia-platform/  Connecting Brands + US Hispanic audiences. H Code. (2020). Retrieved January 9, 2022, from https://hcodemedia.com/ Cunniffe, E., & McCambridge, R. (2019, January 7). Microvolunteering: The magic of engaging time-strapped supporters in meaningful nonprofit tasks. Non Profit News | Nonprofit Quarterly. Retrieved January 8, 2022, from https://nonprofitquarterly.org/microvolunteeringthe-magic-of-engaging-time-strapped-supporters-in-meaningfulnonprofit-tasks/ Cramer and Associates. (2020). (rep.). Giving USA 2021. Retrieved from https://cramerphilanthropy.com/giving-usa/ David, G., Mauricio, C., Ellie, B., Elizabeth, P., Krista, L., & Alexa, G. (2021). (rep.). The State of Modern Philanthropy 2021. San Diego, CA: Classy. Eric Dyson, 2021: Diversity And Inclusion: Building Employee Resource Groups And Driving Change https://www.peoplescout.com/insights/employee-resource-groups/ Ellis, S. J. (2004, July 1). Should we ask volunteers to give money on top of time? Energize. Retrieved January 8, 2022, from https://www. energizeinc.com/hot-topics/2004/july

12 REFERENCES, RESOURCES AND WORKS CITED • Empowering the Masses. (2021). Social Media Policy for volunteers. Empowering the Masses. Retrieved January 3, 2022, from www. empoweringthemasses.org/social-media-policy-for-volunteer  • Farcane, N., & Bureana, E. (2015). History of “corporate social responsibility ... - uab.ro. Retrieved January 9, 2022, from http:// oeconomica.uab.ro/upload/lucrari/1720152/03.pdf • Forsey, C. (2021, August 31). Which social media channels see the most roi? [new data + expert tips]. HubSpot Blog. Retrieved January 3, 2022, from https://blog.hubspot.com/marketing/social-media-channelroi  • Getting Attention. (2021, August 27). Promoting your virtual volunteer opportunities: 4 pro tips. Getting Attention. Retrieved January 3, 2022, from https://gettingattention.org/promoting-your-virtual-volunteeropportunities-4-pro-tips/  • Kate Heinz, 2021: What Does Diversity, Equity and Inclusion (DEI) Mean in the Workplace? https://builtin.com/diversity-inclusion/what-does-dei-mean-in-theworkplace • HootSuite. (2021, December 16). A guide to cross-posting on social media (without looking spammy). Social Media Marketing & Management Dashboard. Retrieved January 4, 2022, from https:// blog.hootsuite.com/cross-promote-social-media/  • Kropp, B. (2021, April 26). 9 work trends that HR leaders can’t afford to ignore in 2021. Gartner. Retrieved January 9, 2022, from https:// www.gartner.com/smarterwithgartner/9-work-trends-that-hr-leaderscant-ignore-in-2021 • Kropp, B., 2020, October 13–15: Gartner ReimagineHR 2020 Conference Keynote [Keynote Session]. Gartner ReimagineHR 2020 Conference, Virtual, Americas. https://www.gartner.com/en/conferences/hub/hr-conferences/insights/ reimaginehr-conference-keynote-video

• Leroux Miller, K. (2021, October 7). Is Facebook now optional for nonprofits? Nonprofit Marketing Guide. Retrieved January 3, 2022, from www.nonprofitmarketingguide.com/is-facebook-now-optional-fornonprofits/ • Luke, K. (2018, February 20). Millennial volunteerism. Medium. Retrieved January 9, 2022, from https://medium.com/unself/millennialvolunteerism-4c472c7fce4d • Network for Good. (2021, August 31). Why recurring giving matters. Network for Good. Retrieved January 8, 2022, from https://www. networkforgood.com/resource/why-recurring-giving-matters/ • Pelletier, M. J., Krallman, A., Adams, F. G., & Hancock, T. (2020). One size doesn’t fit all: A uses and gratifications analysis of social media platforms: An international journal. Journal of Research in Interactive Marketing, 14(2), 269-284. doi:http://dx.doi.org/10.1108/JRIM-102019-0159 • Pew Research Center. (2021, November 23). Demographics of social media users and adoption in the United States. Pew Research Center: Internet, Science & Tech. Retrieved January 3, 2022, from www. pewresearch.org/internet/fact-sheet/social-media/  • Remarkable outcomes. VolunteerMatch. (2022). Retrieved January 8, 2022, from https://www.volunteermatch.org/ • Unnava, V., Aravindakshan, A .(2021, May 22) How does consumer engagement evolve when brands post across multiple social media?. J. of the Acad. Mark. Sci. 49, 864–881 Retrieved January 4, 2022, from https://doi.org/10.1007/s11747-021-00785-z • US Census Bureau. (2021, July 1). U.S. Census Bureau quickfacts: Kansas City, Missouri. US Census Bureau. Retrieved January 8, 2022, from https://www.census.gov/quickfacts/kansascitycitymissouri • U.S. Census Bureau. (2021, July 1). U.S. Census Bureau quickfacts: Olathe City, Kansas. U.S. Census Bureau. Retrieved January 8, 2022, from https://www.census.gov/quickfacts/olathecitykansas

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12 REFERENCES, RESOURCES AND WORKS CITED • VolunteerHub. (2021, October 13). 4 reasons diversity and inclusion are important for volunteer programs. VolunteerHub. Retrieved January 8, 2022, from https://www.volunteerhub.com/blog/diversity-andinclusion-are-important-for-a-volunteer-program/ • VolunteerHub. (2021, December 14). 5 ways to retain more volunteers in 2022. VolunteerHub. Retrieved January 8, 2022, from https://www. volunteerhub.com/blog/retain-more-volunteers-2022/ • VOMO. (2020, October 16). Converting volunteers into donors...and growing friends into fundraising champions. VOMO. Retrieved January 8, 2022, from https://vomo.org/blog/converting-volunteers-intodonors-and-growing-friends-into-fundraising-champions/ • Wu, T. (2021, November 18). 2021 Volunteering Trends and How to Optimize the Relaunch of your Volunteer Program. Retrieved January 9, 2022, from https://www.civicchamps.com/post/2021-volunteeringtrends-and-how-to-optimize-the-relaunch-of-your-volunteer-program Other Resources • Claim your organization’s volunteermatch profile now. VolunteerMatch. (n.d.). Retrieved January 8, 2022, from http://www.volunteermatch. org/claim-your-nonprofit • Elbi. (2020). Elbi. Retrieved January 8, 2022, from http://www.elbi. com/ • Funraise.org. (2021). (rep.). 2020 Global Trends in Giving Report. Retrieved from https://funraise.org/giving-report • HootSuite. (2021, September 15). How to use hashtags in 2021: A quick and simple guide for every network. Social Media Marketing & Management Dashboard. Retrieved January 5, 2022, from https:// blog.hootsuite.com/how-to-use-hashtags/  • Jones, C. (2017, April 13). Microvolunteering: What is it and why should you do it? The Guardian. Retrieved January 8, 2022, from http://www.theguardian.com/voluntary-sector-network/2017/apr/13/

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microvolunteering-what-is-it-and-why-should-you-do-it Klein, A. (2021, September 22). Pandemic parents are more engaged. how can schools keep it going? Education Week. Retrieved January 8, 2022, from https://www.edweek.org/leadership/pandemic-parentsare-more-engaged-how-can-schools-keep-it-going/2021/09 Needle, F. (2021, February 5). 20 creative ways to repurpose content. HubSpot Blog. Retrieved January 3, 2022, from https://blog.hubspot. com/blog/tabid/6307/bid/27256/5-creative-ways-to-recycle-content. aspx  Nonprofit Connect. (2021, August 12). Social media assistant with After the Harvest. Nonprofit Connect. Retrieved January 5, 2022, from https://info.npconnect.org/hotdeals/info/after-the-harvest-socialmedia-assistant-with-after-the-harvest-05-02-2021  Patton, A. (2021, April 6). Micro-volunteering: Making a difference in minutes. MissionBox. Retrieved January 8, 2022, from http://www. missionbox.com/article/183 VolunteerMatch. (n.d.). Social Media ambassador. VolunteerMatch. Retrieved January 5, 2022, from https://www.volunteermatch.org/ search/opp1735535.jsp and www.volunteermatch.org/search/ opp3325207.jsp and www.volunteermatch.org/search/opp3384694. jsp

Work together for success A big thank you to all who assisted us along the way: Professor Angela Hendershot Matt Tidwell, PhD

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THE UNIVERSITY OF KANSAS | JANUARY 2022 64

Integrated Marketing Communications Capstone