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

Developing An Action Plan

Seungjun Kim and Mat Morgan

National Youth Council

Welcome!

• Introductions

• Recap on Saturday’s Ideas

• Session Objectives

Session Objectives

• Understand the components of an Action Plan

• Develop ideas on filling gaps at your field unit

• Create an Action Plan to take back to your field unit to enhance your service delivery

General Framework: Action Plan

• Activity – objectives / results

• Timeframe

• Person(s) Responsible

• Budgeting – estimating costs

• Marketing/Communications

Objective Timeframe Responsibility BudgetMarketing

Communications

Objectives / Results

• Mission-related

• SMART

• Direct vs. Indirect


Communications

SMART

• Specific

• Measurable

• Acceptable

• Realistic

• Timeframe


Communications

Results: Direct vs. Indirect

• Direct – (quantitative)– training 300 youth at the NYI

• Indirect – (qualitative)– Facilitating networking experience,

strengthening collaboration with youth advisors and youth volunteers

Objective Timeframe Responsibility BudgetMarketing/

Communications

Example: NYI 2008 - Objectives

• Generate a customized learning experience for youth and young adult volunteers that present’s tracks for multiple skill levels.

• Provide critical tools and resources that build capacity and strengthen youth involvement in key areas of service delivery


Communications

Example: NYI 2008 – Results

• II.1. promote key strategic initiatives available at national level on the five (5) lines of business

• II.2. develop three different training tracks in accordance with the Red Cross level of experience

• II.3. develop new soft skills sets and professional development opportunities fro young volunteers and their coordinators

• III.1. provide youth and young adult volunteers with critical Red Cross specific information

• III.2. Fostering the collaboration youth volunteers and coordinators and enable chapters teams to develop concrete action plans


Communications

Design objectives and identify the projected results for your initiative

Group Activity

Time Frame

• Time frame– Set a realistic time frame– Benchmarks


Communications

Example: NYI 2008

• Timeline: (Examples of key tasks)’07 August – October Evaluation NYI 2007, budgeting,

finding the location for 2008’07 November – ’08 January Identify NYI theme,

Develop workshop frameworks, form NYI committees’08 February – April Generate /disseminate marketing

materials, workshop/presentations due, finalize schedule and develop program booklet

May National Youth Institute!


Communications

Responsibility

– Project / tasks leads– Staff and leadership volunteers

• Who are the key decision-makers?

– What are their roles?– Delegation of tasks


Communications

Example: NYI 2008

Key stakeholders

National Youth Council,

St. Louis Chapter,

Youth & Young Adults Programs & Services,

American Red Cross Senior Leadership

Responsibility – National Youth Council

Leads– NHQ and St. Louis

Chapter Staff– Committee Leads


Communications

Group Activity:

Design the time frame for your initiative

Break

Questions?

Budgeting

• You have a great idea and a realistic action plan …but you need money to make it happen.

• Don’t give up. Get creative!

• Set aside time to go after the resources you need


Communications

Budgeting

Preliminary steps: • Decide on your project• Develop a clear picture of what you will be doing and why it’s

important (what is the impact )• Brainstorm a list of everything you will need to carry out the project• Figure out what you already have, what can be donated, and what

you will need to pay for• Plan enough time to solicit in-kind donations


Communications

Budget Categories

• Room rental

• Materials or supplies– Printing or copying

• Transportation

• Refreshments

• Equipment

• Staff wages

• Recognition items

• Entertainment


Communications

Budgeting

Planning your budget: Research costs

– Online– At stores – Ask friends and colleagues

• Estimate what you will spend • Create a spreadsheet • Update document during and after project is over


Communications

Fundraising

• Prepare your rationale and budget• Tell your story

– Use media if possible (photos, videos) – Make the case!– Practice your story on friends and family

• Choose your fundraising methods– Solicit individuals or businesses– Hold an event– Sell a product– Apply for a grant


Communications

Fundraising

Tips to increase your impact• Ask someone to match the money you raise

• Beware of time consuming events

• Learn about other successful fundraisers and copy them

• Follow the solicitation cycle


Communications

Fundraising: Solicitation Cycle


• Identify your prospective donors

• Do some research– What other causes do they give to?– Who are they friends with?

• Use your information to identify possible connections


Communications


Develop strategies:• Offer opportunities for prospective donors to become

familiar with your cause via:– Correspondence (phone, e-mail, mail) – Events

• Ask current Red Cross donors for advice and/or connections


Communications


• Ask for the gift

• Thank the donor(s)

• Recognize him or her publicly if appropriate

• Keep in touch: update the donor on your progress/results


Communications

Fundraising: Getting Started

• Solicitation – Make a list of prospects– Prepare your pitch – Make phone calls or set up meetings– Always follow up

• Events– Brainstorm ideas– Create high visibility


Communications

Fundraising: Getting Started

• Products– Brainstorm ideas– Research costs

• Grants– Research community

agencies • Business association,

Kiwanis, etc.

– Look online• www.ysa.org


Communications

http://www.ysa.org/

Fundraising: Resources

• Red Cross volunteers and employees– Board members – Development staff– Chapter CEO– Your fellow youth volunteers

• Friends with fundraising experience• Internet

– Youth Service America, Youth Venture, Do Something


Communications

Example: NYI 2008

• Expenses– Logistics– Training & Conference

Materials– Events

• Revenue– Grants : State Farm – NYI Registration Fee

$75


Communications

Group Activity:

Design the budget for your initiative

Communicating, Marketing and Branding Your Plan


Communications

Communication Strategy At a Glance

Know Your Stakeholders

Identify Your Target Audiences

Customize Your Message

• Know your target groups’ wants and needs

• Use the right language

• Use what you have

Build a Communications Strategy

Apply the Red Cross Brand

• Brand – tells people what an organization is and what benefits it delivers– The American Red Cross helps people

prevent, prepare for and respond to emergencies (mission)

– We help people perform extraordinary acts in emergency situations

Source: American Red Cross Brand Standards Guide

Apply the Red Cross Brand

• Use our logo consistently

• Refer to the Brand Standards Guide– Go to

http://www.redcross.org/email/logos/sig.asp to download the correct Red Cross logos

Source: American Red Cross Brand Standards Guide

http://www.redcross.org/email/logos/sig.asp

Summary

• Know Your Stakeholders

• ID Your Target Audiences

• Customize your message

• Build a communications strategy

• Apply the Red Cross Brand


Communications

Example: NYI 2008

• Building Visibility for NYI 2008

• Marketing strategy for NYI 2008– Online– Print– People


Communications

Group Activity

Design the communication strategy for your initiative

Show us your Action Plan!

Questions?• [Insert contact info here]

Documents

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