1. 1ON POINTPR The Last Dog Rescue Awareness and Fundraising
Campaign Haley Poling, Samantha Reyes, Kathryn Kuroski, Stephanie
Rozycki, and Amber Ritter On Point PR Fall 2014
2. 2ON POINTPR Table of Contents Executive Summary..1
Research..3 Analysis of the Situation Analysis of the Organization
Data Analysis of Key Publics Core Problem/Opportunity Statement
Situation Analysis Summary Statement Strategic Plan..8 Data Goals
Key Publics Primary and Secondary Messages Objectives Strategies
Communication Tactics Budget Communication Confirmation Table GANTT
chart Implementation.....15 Data Special Event Plan Social Media
Media Kit Evaluation..34 Data Criteria Method Appendix38 Appendix A
Data/Survey Questions Appendix B On Point PR- Meet the Team
3. 3ON POINTPR The On Point PR Firm contacted The Last Dog
Rescue September of 2015. The Last Dog Rescue is a local non-profit
organization that is responsible for the foster care and adoption
of homeless dogs, headquartered in Dallastown, Pennsylvania. After
an initial meeting with Christina Runkle, the director and founder
of the organization, it was decided that On Point PR Firm would
create and conduct a fundraising and awareness campaign for The
Last Dog Rescue. The Last Dog Rescues goal is to create a larger
sense of awareness and increase of funding through different
publics in the York community. While The Last Dog Rescue gained
attention through its existing Facebook account, media messages and
advertisements for the organization were proving to be unclear and
inefficient. The Last Dog Rescue stressed the importance of gaining
awareness and establishing relationships throughout the local
community, however it has been unable to form clear strategies and
objectives. The Last Dog Rescue also stressed the importance of
building a greater relationship with York College of Pennsylvania.
Research for this awareness and fundraising campaign began in
September 2014. Surveys were distributed to students and faculty
members of York College of Pennsylvania. The results of these
surveys were expected by both, The Last Dog Rescue and On Point PR.
The majority of faculty members and students were unaware of the
organization, as well as the idea of fostering dogs. Students and
faculty members received little to no information about the
organization, or the prospects it offered. This research shaped the
strategy that On Point PR would use to collaborate to develop a
fundraising and awareness campaign with The Last Dog Rescue. The
first element of the campaign was to increase awareness, to
generate a stronger prominence on the web. On Point PR took control
of the organizations Facebook account and entirely regenerated it
by utilizing given tools to enhance the impact on its target
audience. On Point PR also created a Twitter page that could be
easily shared between students at York College of Pennsylvania. The
use of these media outlets created a channel for students to
familiarize themselves with the organization. After generating
objectives and goals for the special event, On Point PR began
promoting the event through on-campus fundraisers, flyers, and
social media networks. The quarter auction special event took place
on Friday, November 21st, at the Parkton American Legion Post #256
in Parkton, Maryland. On Point PR felt that it was important to
plan an event that was family-friendly and appealing to individuals
of all ages. There were opportunities during the quarter auction to
win prizes and gift baskets. Prizes at the event were provided by
sponsors such as Jewelry Candles, Pampered Chef, Brianna Robinson
(jewelry designer), Thirty-one, and Scentsy. This event was an
imperative part of the campaign by raising both funding and
awareness.
4. 4ON POINTPR The purpose of this campaign managed by On Point
PR, was to increase the awareness of the Last Dog Rescue, as well
increasing donations, and establishing a stronger social media
presence. With the assistance of On Point PR, The Last Dog Rescue
was able to establish and maintain relationships with the York
community, York College students, and York College faculty members.
With the increase of usage on social media, The Last Dog Rescue
will be able to maintain its new relationships with its publics,
and continue to raise awareness. The success of our goals and
objectives were easily achieved by working with such a committed
organization, such as The Last Dog Rescue.
5. 5ON POINTPR On Point PR Research
6. 6ON POINTPR Research: On Point PR conducted a phone
interview with the CEO and Director of Operations, Christina
Runkle. This information determined what needed to be done for The
Last Dog Rescue. After gathering this information, On Point PR
performed a convenience survey in the Student Union of York
College. Below is the interview that transcribed between On Point
and Christina Runkle. All volunteers there are 2 other people in
Virginia. How many dogs do you have in The Last Dog Rescue? In
total there are 8-10 dogs in the foster system. Do you currently
advertise? No because of small funds we just have a Facebook page.
Are you open to using social media to publicize your organization?
Yes, I am open to any suggestions Have you done any major
fundraising events? No, we havent had any yet but I am considering
a quarter auction. Are you open to having any events on campus?
Yes, I would love to get more involved with York College of
Pennsylvania. On Point PR also conducted research by performing a
convenience survey in the Student Union of York College. A table
was set up to sell candy to benefit The Last Dog Rescue and to
survey those who donated at the same time. The survey consisted of
four questions, all of which were easily answered without
explanation. After surveying 54 people, On Point found that a
majority of the answers were similar.
7. 7ON POINTPR shelter 83% breeder 17% Would you preferto adopt
from a shelter or a breeder? yes 13% no 87% Were you aware you
could foster a dog?
8. 8ON POINTPR After conducting these surveys, On Point
realized the immense potential to grow this organization and raise
awareness for The Last Dog Rescue. yes 65% no 35% Would you
consider fosteringa dog in your home? yes 4% no 96% Have you ever
heard of The Last Dog Rescue?
9. 9ON POINTPR ON POINT PR STRATEGIC PLAN
10. 10ON POINTPR Strategic Plan Data Out of 80 surveys, 5
people claimed that they had heard of The Last Dog Rescue. Out of
80 surveys, 57 people claimed that they would like to know more
information about The Last Dog Rescue, and fostering opportunities
through the organization. Out of 80 surveys, it was recorded that
social media sites were the main source of information for York
College professors and students, as well as members of the York
community. Out of 80 surveys, it was recorded that only 37 people
were aware of the opportunity to foster a dog until a permanent
living situation could be established. The amount of money York
College students were willing to donate to The Last Dog Rescue was
$.50-$10.00 There are various reasons why students, professors, and
members of the York Community are unaware of The Last Dog Rescue,
primarily being lack of advertising and publicity. The organization
does not have a prominent online presence, and has displayed lack
of advertising through other channels as well. On Point PRs
research found that The Last Dog Rescue was not utilizing correct
media channels to communicate with its target audiences, therefore
the funds and donations needed were not being collected. The .06%
of people surveyed that had been previously exposed to messages
from The Last Dog Rescue, is composed of individuals who had
previously been involved with fostering animals in the York
community. On Point PRs research has shown that the most effective
way to spread awareness would be the utilization of social media.
It was observed that before On Point PR had collaborated with The
Last Dog Rescue, funding and donations were at an all-time low, due
to lack of awareness in the community. When On Point PR revitalized
The Last Dog Rescues Facebook, a 6.9% awareness increase was seen
in less than one week. On Point PR also constructed an Instagram
and Twitter account that was targeted at a younger demographic in
the community, including but not limited to York College students.
Goals 1. Increase awareness in the York community. 2. Increase
funding and donations. 3. Expand media outlets and channels used,
as well as participation on social media. 4. Create a widely
attended special event. 5. Establish ideas for multiple events per
year to cultivate more organizational activity in the York
Community.
11. 11ON POINTPR Key Publics 1. York College students 2. York
College professors 3. York Country Residents Christina Runkle,
founder of The Last Dog Rescue, would like to target the members of
the community who could provide opportunity for dogs needing foster
homes, as well as those who would be willing and able to provide
donations to the organization. She believes that if On Point PR can
target this desired audience effectively, it is possible to
eliminate the issue of lack of funding and donations. She has also
expressed interest in targeting students from York College. She
believes that by informing students, outlets can be created for
volunteer work and campus philanthropy opportunities. Key Messages
Primary Messages: 1. The Last Dog Rescue offers individuals the
opportunity to provide a safe home for foster dogs who are awaiting
adoption. 2. The Last Dog Rescue operates solely on donations. 3.
The Last Dog Rescues main focus is saving dogs from kill shelters.
Secondary Messages: 1. The Last Dog Rescue will be holding
quarterly events to increase funding and donations. 2. The Last Dog
Rescues goal is to spread awareness throughout the York Community.
3. The Last Dog Rescue supports other shelters in the York
community and the surrounding areas. Objectives Objective 1:
Increase donations by $800.00 from the special event and other
fundraisers by the end of the campaign, December 17, 2014.
Strategy: Utilize social media and advertising outlets to increase
donation participation at the special event and campus fundraisers.
Tactics: 1. Share and spread The Last Dog Rescues Facebook through
On Point PRs personal Facebook accounts. 2. Establish Twitter and
Instagram accounts.
12. 12ON POINTPR 3. Consistently update and post on all social
media outlets. 4. Email flyers to community members, Facebook
followers, and past donors. 5. Utilize York College portal to
promote special event and The Last Dog Rescues campus fundraisers.
Objective 2: Increase awareness by 18% throughout the community by
end of the campaign, December 17, 2014 Strategy: Connect with local
businesses and venues to advertise and publicize The Last Dog
Rescue. Tactics: 1. Travel to local businesses and distribute
organizations flyers created by On Point PR 2. Advertise the
special event on social media and email contact list. 3. Create
larger social media following so followers are able to see what
donations are being used for specifically. 4. Attend other York
Community and animal shelter fundraisers to represent The Last Dog
Rescues support of other non-profit organizations. Objective 3:
Increase the number of special events per year from 1 per year to 6
per year. Strategy: Cultivate new event ideas for The Last Dog
Rescue to utilize to expand audience base after campaign is over
December 17, 2014 Tactics: 1. Develop community events to boost
community participation. 2. Use focus groups to discover what
events would interest members of the community. 3. Use surveys to
identify which events previously held by The Last Dog Rescue were
most enjoyed. 4. Share new event ideas with the community through
the email contact list, Facebook, Twitter, Instagram, and flyers.
a. Quarter Auction b. Doggy Delicious Objective 4: Increase dog
foster participation in the York community by 6% by the end of the
campaign, December 17, 2104. Strategy: Educate the community on the
opportunities of fostering homeless dogs, and its mutual benefits.
Tactics: 1. Host local events featuring special segments on what it
means to foster a dog.
13. 13ON POINTPR 2. Display pictures and blurbs from those
individuals that have participated in fostering dogs through The
Last Dog Rescue on social media outlets and website. 3. Promote
social media campaign which features dogs looking sickly and
depressed with bold lettered statements about needing to find a
home. Budget Printing of 30 initial surveys $3.00 $.10 per survey
Printing of 80 revised surveys $8.00 $.10 per survey Printing 150
Quarter Auction Flyers $60.00 $.40 per flyer Poster for Doggy
Delicious Fundraiser $3.99 Purchasing 6 bags of candy for Doggy
Delicious Fundraiser $15.00 $2.50 per bag of candy Survey Service
for On Point PR $145.00 Deposit for Special Event Location $75.00
Special Event Accommodations $300.00 $100.00 per hour 3 hour event
Special Event Service for On Point PR $975.00 $65.00 per hour per
member 3 hour event with 5 members Special Event Promotion $160.00
$20.00 per hour per member 4 member promotion On Point PR Service
$75,600.00 $150 per hour per member work time 12 week period for
campaign 8 hour per week per support staff 10 hour per week for
Account Executive
______________________________________________________________________
Total Budget: $77,344.99 Communication Confirmation Table
14. 14ON POINTPR Key Publics Self Interest Primary Messages
Influentials Objectives Tactics York Community Members The
Community has not been highly involved with the financial or foster
support of The Last Dog Rescue. The Last Dog Rescue offers
individuals the opportunity to provide a safe home for foster dogs
who are awaiting adoption. Community Members and other dog shelters
in the York community. Increase dog foster participation in the
York community by 6% by the end of the campaign, December 17, 2104.
Connect with local businesses and venues to advertise and publicize
The Last Dog Rescue. Provide adequate information and knowledge
among the community through advertisements and social media. York
College Professors and Students The college has shown no display of
support for The Last Dog Rescue. The Last dog Rescue operates
solely on donations York College Administration, Professors, and
Students. Increase donations by $800.00 from the special event and
other fundraisers by the end of the campaign, December 17, 2014.
Utilize York College portal to promote special event .
15. 15ON POINTPR Activity Week 1 Week 2 Week 3 Week 4 Week 5
Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Research Plan Contact
The Last Dog Rescue Phone Interview with The Last Dog Rescue
Meeting with The Last Dog Rescue Conduct Research Meeting with The
Last Dog Rescue Survey YCP Survey York Community Develop Strategic
Plan Develop Special Event Doggy Delicious Event Assess LDR
Attendance Implement Special Event Flyers Meeting with The Last Dog
Rescue Evaluation Plan Special Event Evaluate Special Event with On
Point PR and LDR
16. 16ON POINTPR ON POINT PR IMPLEMENTATION PLAN
17. 17ON POINTPR Implementation Data Research indicated there
was a lack of funding and a lack of awareness about The Last Dog
Rescue. This drove the special event created for the organization.
After completing 45 surveys on York Colleges campus, it was clear
that not many people knew about the foundation or about the concept
of fostering a dog. The Last Dog Rescue decided to host an event in
order to raise awareness and funding for the foundation. The
special event chosen by founder, Christina Runkle was a quarter
auction. This event took place at the Parkton American Legion in
Maryland. This event is an auction put on by The Last Dog Rescue
and its volunteers. The co-founder of the organization, Christina
Runkle will be present along with the members of On-Point PR.
People that chose to come to the quarter auction will be able to
bid on the various items that have been donated by different
vendors. The Last Dog Rescue is hoping that this event will raise
awareness and funds to help support their cause.
18. 18ON POINTPR September 2014
19. 19ON POINTPR Monday Tuesday Wednesday Thursday Friday
Saturday Sunday 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
21 Group Meeting 5:30 Chose Last Dog Rescue as Non Profit 22 23 24
25 26 27 28 Group Meeting 5:30 Spoke with LDRPA director via
telephone 29 30 Group Meeting 5:30 Met with director 3:30pm October
2014 Monday Tuesday Wednesday Thursday Friday Saturday Sunday NOTES
First Month We met with one of the directors of LDR Christina
Runkle where we discussed the goals and objectives ofthe semester
as well as fundraising ideas.
20. 20ON POINTPR 1 2 3 4 5 6 7 8 9 10 11 12 Group Meeting 5:30
13 14 15 16 17 18 19 20 21 22 23 24 25 26 Group Meeting 5:30
Fundraising table in Student Union Created FB Quarter Auction Event
27 28 29 30 31 Group Meeting 5:30 Met with Director November 2014
Monday Tuesday Wednesday Thursday Friday Saturday Sunday 1 2 NOTES
Second Month We finalized the benefitauction idea with director.
Chose a date and time as well as found donations for the
event.
21. 21ON POINTPR Created flyer for event 3 4 5 6 7 8 9 Group
Meeting 5:30 10 11 12 13 14 15 16 Created GoFundMe account 17 18 19
20 21 22 23 Group Meeting 5:30 EVENT 6:00pm 24 25 26 27 28 29 30
Raised $300 on GoFundMe account 31 Special Event Planning: The Last
Dog Quarter Auction Special event planning took place at the
On-Point PR offices starting in late September. Many different
event ideas were discussed; On- Point PR and volunteers of The Last
Dog Rescue decided that having a Quarter Auction was the best route
to take. The calendar shows the planning and implementation of the
special event that was chosen by the participating parties. NOTES
Third Month Spent the entire month collecting donations and raising
money/awareness for LastDog Rescue as well as the quarter auction
event.
22. 22ON POINTPR Accommodations for the Special event: -
Accommodations were made in advance with the Parkton American
Legion in Maryland, PA Advertising for Special Event: - Flyers were
created to be posted on social media and to be distributed to local
businesses for display - Flyers included the logo, location and
time of event - Flyers were printed by the local printer - Flyers
were distributed - PDF version of the flyer was posted on all forms
of social media Raising Donations - A solicitation letter was
drafted to be given to possible donators - Solicitation letter was
revised - Solicitation letters were printed - All members of
On-Point PR handed out solicitation letters in the hope of
collecting donations for the quarter auction Special Event-
November 21st- 4:30pm-11pm; - Leave for event in Maryland from
Pennsylvania at approximately 4:30pm - Arrive at event location at
approximately 5:15pm - Set up for event starting at 5:30pm - Set up
includes; o Registration table where you collect your materials for
the auction as well as buckets for the penny wars o Table where all
auction items are displayed o Table where all supplies go for the
auction itself o Table where with materials explain the non-profit
(i.e.; flyers, boards, etc.) o Tables and chairs for guests to sit
at during the event itself - Event begins at 7pm; people were ale
to participate in the auction until 10pm - Clean up/ tear down of
the event immediately followed - The total raised from the quarter
auction was posted on November, 23rd on The Last Dog Rescues
Facebook Page and Twitter Social Media: Facebook was originally the
only source of social media for The Last Dog Rescue. Facebook was
also the only source of advertisement for the company. On Point
recommended that The Last Dog Recue create more awareness by adding
Twitter and Instagram to the list of social media. Twitter was used
to advertise fundraising events on campus, as well as promoting the
adoption and fostering of the dogs. Below the weekly improvement of
the social media accounts are found. Social Media Information:
Facebook Likes before On Point take over- 1,362
23. 23ON POINTPR Created Last Dog Rescue Twitter- Oct. 15 Week
1 (Oct. 19) Facebook Likes - 1,443 Twitter Followers -33 Week 2
(Oct. 26) Facebook Likes- 1450 Twitter Followers- 48 Week 3(Nov. 2)
Facebook Likes-1453 Twitter Followers- 53 Week 4 (Nov. 9) Facebook
Likes-1461 Twitter Followers- 54 Week 5 (Nov. 16) Facebook Likes-
1472 Twitter Followers- 60 On Point promoted the quarter auction
via all social media accounts. Sharing the post among personal
pages, as well as The Last Dog Rescue pages. The quarter auction
Facebook event was created on October 26th. Since then about 30
couples electronically RSVP. Since On Point promoted further usage
and advancement of the Last Dog Recue social media accounts. Since
On Point PR has taken over all of its social media counts, there
has been an increasing amount of participation from followers. The
Last Dog Rescue wanted to reach out to more community members and
since teaming up with On Point, they have reached this goal and
were able to get more of their dogs adopted. On-Point PR 441
Country Club Road York, PA 17403 Haley Poling- 443-786-1295
Broadcast for The Last Dog Rescue: 30 second PSA- Public Service
Announcement
24. 24ON POINTPR York Pennsylvania wants to make you cognizant
of its local non-profit dog rescue. The Last Dog Rescue is located
at 335 Cherry Street, Dallastown Pa. The Last Dog Rescue is full of
various opportunities to help dogs in need of fostering and
adoption. If you are a dog lover who is on the search of outlets to
endorse local non-profit organizations, Christina Runkle, The Last
Dog Rescues co-founder, and the volunteers are eager to steer you
in the right direction. The Last Dog Rescue helps dogs in need by
placing them in the foster system so they dont get euthanized. Come
help the dogs by participating in the first-ever, The Last Dog
Quarter Auction. The Auction will be held at the Parkton American
legion on November 21st starting at 7pm. For more information feel
free to contact On-Point PR by calling 717-309-8615. Communication
Plan- Social Media; Public: Dog Lovers; The Last Dog rescue needs
volunteers as well as fosters families. On Point PR decided to
reach out to these individuals through social media because we
believe that this demographic would be a likely candidate to have
these social media profiles making it easy to reach them through
social media networks such as Facebook
25. 25ON POINTPR and Twitter. Goal: To create an awareness
regarding this non-profit and its main cause, which is fostering
dogs and getting them in to adoptive homes. After doing research,
we discovered that most people do not know what it means to foster
a dog. We enlighten the people that told us they didnt know what it
meant or what it entailed to foster a dog. We also posted different
stories about fostering a pet on our social media accounts. Goal:
To increase volunteer/ fostering participation; contact information
was added to all forms of social media and also included on all
printed materials from this date forward. Objective: To fundraise
$800 by the end of the campaign and to raise awareness by 40%
through social media. Social Media Facebook Likes before On Point
take over- 1,362 Created Last Dog Rescue Twitter- Oct. 15 Week 1
(Oct. 19) Facebook Likes - 1,443 Twitter Followers -33 Week 2 (Oct.
26)
26. 26ON POINTPR Facebook Likes- 1450 Twitter Followers- 48
Week 3(Nov. 2) Facebook Likes-1453 Twitter Followers- 53 Week 4
(Nov. 9) Facebook Likes-1461 Twitter Followers- 54 Week 5 (Nov. 16)
Facebook Likes- 1472 Twitter Followers- 60 Week 6 (Nov. 23)
Facebook Likes- 1483 Twitter Followers- 62 Since On Point suggested
better use of the Last Dog Recue social media accounts, they have
seen more Facebook participation from followers. The Last Dog
Rescue wanted to reach out to more community members and since
teaming up with On Point, they have reached this goal and were able
to get more dogs adopted and put into their foster system.
Facebook
27. 27ON POINTPR Twitter
28. 28ON POINTPR Background/Facts
29. 29ON POINTPR Short Description We rescue shelter dogs that
are out of time and place them in approved foster and then forever
homes. The dogs are vetted before placed in any foster care or
adoption homes. The Last Dog Rescue relies on its amazing donors in
order to do the life-saving work it does. Please consider fostering
to help save lives! Long Description The Last Dog Rescue was formed
in 2012 when two friends found a hound dog in North Carolina that
was to die at noon that day. Elsa had been discarded like trash.
She was thrown over the fence that surrounds the shelter and
suffered severe trauma to her mouth and body. She was broken,
scared and her life was at risk. When they called and discovered
the dog was alive, she was brought (all by volunteers) to PA from
North Carolina where she was fully immunized, and later became a
foster failure. The following week another dog at this same shelter
in NC was at risk of being killed. He too was brought by volunteers
to PA and found his new forever home and family. This pattern was
repeated again and again, and the rescue was born. Mission
Statement We are a volunteer 501(c)3 rescue that has grown out of
love and compassion for animals. We rescue dogs from kill shelters
that are out of time and at risk of losing their life. Our mission
is to provide immunizations, food, and shelter to unwanted and
abused dogs in need of new homes and loving families. With the
rising costs of vet care, we rely on the generosity of our
supporters to help us, help the dogs. Contact Information;
[email protected]
http://www.thelastdogrescue.org/
30. 30ON POINTPR The Last Dog Rescue Media Kit The Last Dog
Rescue Fact Sheet
31. 31ON POINTPR Founded: 2012 Location: York, Pennsylvania
Website: http://thelastdogrescue.org Leadership: Christina Runkle,
president/director About Us: We are an all-volunteer501(c)3 rescue
that hasgrown out of love andcompassionforanimals.We rescue
dogsfromkill sheltersthatare out of time and at risk of
losingtheirlife.Our missionistoprovide
vetting,foodandsheltertounwantedand abuseddogsinneedof
newhomesandlovingfamilies.Withthe risingcostsof vetcare, we
relyonthe generosityof oursupporters to helpus,helpthe dogs
32. 32ON POINTPR FOR IMMEDIATE RELEASE Contact: Haley poling
York College of Pennsylvania 443-786-1295 [email protected] 441
Country Club Road York, PA 17403 News Release November 14, 2014
Quarter Auction benefit for The Last Dog Rescue Come show support
for the foster system dogs of York, PA YORK, PA- The Last Dog
Rescue, a volunteer non-profit organization that rescues dogs days
before they are to be euthanized and places them into foster homes,
will be holding a quarter auction Friday, November 21st, at the
Parkton American Legion Post #256, in Parkton, MD. The Last Dog
Rescue, founded in 2012, is solely operated on monetary donations
and the kindness of people who transport dogs from kill shelters
and bring them to temporary foster homes, before they are adopted
and placed into their forever homes. To learn more about The Last
Dog Rescue and their event, please visit their website at
http://www.thelastdogrescue.org, or follow them on Facebook at
https://www.facebook.com/ldrpa.
33. 33ON POINTPR FOR IMMEDIATE RELEASE Contact: Haley Poling
York College of Pennsylvania 443-786-1295 [email protected] 441
Country Club Road York, PA 17403 News Release November 14, 2014 The
Last Dog Rescue Makes a Name for Itself After a Ruff Start YORK,
PA- After two Pennsylvania natives found out about a hound in North
Carolina that was scheduled to be euthanized that day at noon, they
took immediate action. Elsa had been discarded like waste. She was
thrown over the fence that surrounded the shelter and suffered
severe trauma to her mouth and body. Broken, scared, and barley
holding on, founder of the Last Dog Rescue Christina Runkle,
organized a carpool of volunteers to transport Elsa from the Tar
Heel state up to Pennsylvania where she was fully vetted, however
became a foster failure after dying due to accident related
injuries. The following week, another dog from the same shelter was
scheduled to be euthanized, yet once again thanks to the help of
volunteers, the designated foster home eventually turned into his
forever home. The pattern was repeated again and again, and from
that the rescue was born. Operated strictly on donations and
volunteers, The Last Dog rescue has facilitated homes to save the
lives of over 40 dogs since its beginning back in 2012. Its
mission? To provide immunuization, food and shelter to unwanted and
abused dogs in need of new homes and loving families. If you would
like to learn more about The Last Dog Rescue and their values, or
would like to make a donation to help out the cause, visit their
website at http://www.thelastdogrescue.org, or follow them on
Facebook at https://www.facebook.com/ldrpa.
34. 34ON POINTPR On Point PR Media Advisory For Immediate
Release Contact: Haley Poling Friday, November 14, 2014
443-786-1295 [email protected] The Last Dog Rescue Quarter Auction
Benefit What: Get a chance to learn more about and support The Last
Dog Rescue at a quarter auction. With prizes including Origami Owl,
Diamond Candles and more, come join us for an evening of fun while
helping dogs-both present and future- of The Last Dog Rescue! When:
Friday, November 21, 2014 Doors open at 6pm, Auction starts at 7pm.
Where: Parkton American Legion Post #256 19520 York Road, Parkton,
Maryland 21120 Who: Christina Runkle, president & director Why:
Ran entirely on monetary donations and human kindness, The Last Dog
Rescue is a nonprofit organization that has helped save the lives
of over 40 dogs, set to face euthanizing, since 2012. With the
growing cost of vet care and other necessities, every donation
helps!
35. 35ON POINTPR The Last Dog Rescue Evaluation
36. 36ON POINTPR Data Evaluation Awareness Campaign October
13,2014 To get an understanding regarding how much knowledge people
had of The Last Dog Rescue and fostering dogs, On Point PR held an
event in the student union at the York College of Pennsylvania and
conducted random surveys. The results were very clear-people not
only had zero knowledge of The Last Dog Rescue, or the opportunity
to provide a foster home for dogs that are scheduled for
euthanization. With this information, On Point PR knew something
had to be done. On Point PR used social media as its central
channel to increase awareness. As soon as The Last Dog Rescues
prominence online was established and increased, there was a
drastic change in funding and awareness. Quarter Auction November
21,2014 Our special event was held on Friday, November 21st, at the
Parkton American Legion Post #256, in Parkton, Maryland, located
approximately 30 minutes for York College. The purpose of the event
was to raise awareness and funds for The Last Dog Rescue, as it is
strictly operated on donations. The auction had an attendance of
nearly 50 people! With all the prizes donated to the cause, the
event was all profit. The Last Dog Rescue was able to raise $800 at
the auction. Twitter Before On Point PR, The Last Dog Rescue did
not have a Twitter account. With On Point PRs social media
specialist taking the content posted on the Facebook page and
mimicking the tone of voice and the information, attention was
gained by over 254 followers within three days. counting. Facebook
Before the campaign, The Last Dog Rescue had 1,362 likes and
follows on Facebook. Knowing that number could be more, we were
able to promote the organization via different social media outlets
and spreading the word throughout York College of Pennsylvania, as
well as family and friends, and were able to increase their fan
base by 7.85%, reaching 1,469 likes as of November 14, 2014.
37. 37ON POINTPR Criteria Over the course of several weeks and
numerous meetings with president and director Christina Runkle, On
Point PR was able to establish wants, needs, and goals of The Last
Dog Rescue, both short and long term. The main issue The Last Dog
Rescue faces is lack of awareness among the public. After revealing
our research to Christina, she was shocked by the absence of
knowledge of the organization. For someone who quit her fulltime
job to run this nonprofit, she was very caught off guard, feeling
as if there was something she was doing wrong. The only problem was
that she was not utilizing the social media aspect to its full
potential. After a little over a month and a sizable increase of
social media followers, On Point PR had developed new goals for The
Last Dog Rescue: 1. Continue to do both on and off campus campaigns
to gain funds and raise awareness for the organization 2. Increase
promotional and fundraising events throughout the year 3. Revamp
the social media quality to increase followings on Facebook,
Twitter and possibly create an Instagram By implementing these
simple goals, The Last Dog Rescue was able to gain the attention it
was seeking. By holding campaigns on campus, On Point PR was able
to connect with students of all ages, as well as teachers and
administration. On Point PR was able to gather reliable research
which was later used to help On Point PR conduct a plan on how to
raise awareness and get a better idea on what specifically needed
to be done for The Last Dog Rescue. While hosting an event can be
stressful and time-consuming, it was the most effective way to
raise funds for the nonprofit. People enjoy going to events that
are for a good cause. Rather than having the one-quarter auction,
we felt that more needed to be done. With that, we have been
brainstorming up a list of ideas that can be used as fund raising
events in the future such as a doggie fashion show and a Meet the
Pups event held at a public park. In todays society, people turn to
social media for everything. From getting their news to staying
connected with old friends, social media is crucial for any
organization. On Point PR had to distinguish what was appropriate
and inappropriate to post on the Facebook, such as no selling of
personal items or political rants. Once we were able to establish a
line not to cross, things began to fall into place and On Point PR
saw an increase in their population. Overall, the goals that we
established from day one with Christina for The Last Dog Rescue
were successful. Without the passion she had for her organization
and the drive behind On Point PR, the goals never would have been
met.
38. 38ON POINTPR Method After brainstorming the most effective
method to use when going about raising awareness for The Last Dog
Rescue, setting up a table in the student union of York College
seemed to be the most effective. The tables were set up from
12-2pm, which was the most popular time for students to walk
through to get to the dining hall. The increase of foot traffic
throughout the time period was very beneficial to On Point PR. We
had tons of people willing to answer our survey as well as donate
money for the cause. This is also where we had the most
opportunities to tell people about the different forms of social
media related to The Last Dog Rescue and encouraged them to follow.
While the tables were found to be the most effective way of
communicating with the student body and the staff, we noticed that
there were no students or faculty members at the quarter auction.
On Point PR believed that due to the distance of the auction from
the college, students were deterred from attending. With the high
cost of gas, or the lack of a car playing a factor, the lack of
York College attendance at the event was not surprising. It was
agreed that future events need to be in a more student-friendly
location if The Last Dog Rescue seriously wanted to increase the
student population. Social media also played a role in raising
awareness of The Last Dog Rescue. As individuals, all of On Point
PR shared the link to the organizations Facebook on their personal
pages, gaining the attention of friends and family near and far.
Once we had a steady increase in followers when more demonstrative
stories and images were added to the page. Christina had a
difficult time deciphering how to share the event on Facebook. Once
On Point PR was able to do that, it was able to increase the
attendance of the participants at the auction. The approaches that
On Point PR took to increase awareness and funds for The Last Dog
Rescue resulted in: Increase of social media presence Increase in
organization awareness Increase in donations and funds Working with
The Last Dog Rescue has been nothing but a positive experience for
On Point PR. With the strides it has made thus far in such a short
amount of time, it is evident that the future is very bright for
The Last Dog Rescue.
39. 39ON POINTPR Appendix
40. 40ON POINTPR Appendix A Appendix A will contain survey
questions conducted by On Point to random students/ faculty members
on York College campus. It will also contain the interview with The
Last Dog Rescue director Christina Runkle. Survey questions YCP
students and faculty: 1. Would you prefer to adopt from a shelter
or a breed? 2. Have you ever considered fostering a dog? 3. Were
you aware you could foster an animal before today? 4. Would you
consider fostering a dog in your home? 5. Have you ever heard of
The Last Dog Recue? Survey with YCP students and faculty: Would you
prefer to adopt from a shelter or a breed? o Shelter Have you ever
considered fostering a dog? o Yes Were you aware you could foster
an animal before today? o Yes Would you consider fostering a dog in
your home? o Yes Have you ever heard of The Last Dog Recue? o No
Would you prefer to adopt from a shelter or a breed? o Shelter Have
you ever considered fostering a dog? o No Were you aware you could
foster an animal before today? o No Would you consider fostering a
dog in your home? o Yes Have you ever heard of The Last Dog Recue?
o No Would you prefer to adopt from a shelter or a breed? o Shelter
Have you ever considered fostering a dog? o No Were you aware you
could foster an animal before today? o No
41. 41ON POINTPR Would you consider fostering a dog in your
home? o Yes Have you ever heard of The Last Dog Recue? o No Would
you prefer to adopt from a shelter or a breed? o Either Have you
ever considered fostering a dog? o No Were you aware you could
foster an animal before today? o No Would you consider fostering a
dog in your home? o No Have you ever heard of The Last Dog Recue? o
No Would you prefer to adopt from a shelter or a breed? o Breeder
Have you ever considered fostering a dog? o No Were you aware you
could foster an animal before today? o No Would you consider
fostering a dog in your home? o Yes Have you ever heard of The Last
Dog Recue? o No Interview with LDRPA director: How many people work
for The Last Dog Rescue ? o There are two people from Virginia, the
rest is run by volunteers. How many dogs do you have in The Last
Dog Rescue? o In total there are 8-10 dogs currently in the foster
system. Do you currently advertise? o No. Because of our small
funds we just have our Facebook page. Are you open to using social
media to publicize your organization? o Yes, I am open to any
suggestions. Have you done any major fundraising events? o No, we
havent done any yet, but we are currently discussing an auction.
Are you open to having any events on campus? o Yes, I would love to
get more involved with York College of Pennsylvania.
42. 42ON POINTPR Appendix B Meet the women of On Point Public
Relations. On Point Public Relations began in 2013 by these
ambitious women, (pictured from left to right) Katheryn Kuroski,
Amber Ritter, Stephanie Rozycki, Haley Poling and Samantha Reyes.
On Point is a local firm located in York, Pennsylvania. With a
passion for helping local businesses and charities, On Point works
exclusively with local non- profit organizations. Together they
helped to raise money and awareness for over 70 non-profit
organizations in the southern Pennsylvania area.