METHOLOGY SECTION ONLY

I have to write a StrategicCommunications Plan about volunteering and its on a group called JacksonPark Ministries that’s located in Charlotte, NC. I’m in need of helpwith a literature review, method, and research question questions .Listed below are the key points to research:

non-profit organizations,

volunteering through churches,

pro and cons

Culture of church may be issue

church volunteer shipis changing,

volunteering in general

What are the main issues for people volunteering?

I have also attached an example paper that was provided to me on volunteering.

BACKGROUND INFO ON CHURCH

Jackson Park Ministry is anorganization that has been in the Charlotte, North Carolina area since1985. The organization strives in bettering the lives of Mecklenburgcounty residents by providing housing, after school and summer camp, afood pantry and clothing closet to those in need. The organization is inneed of volunteers considering the amount of service they provide andthe area they cover. The organization needs a new communication strategythat will increase its numbers in volunteers as well as use thestrategy as capital in maintaining consistency in the numbers ofvolunteers. The campaign strategy will target:

ØInconsistent volunteers

ØConsistent volunteers

ØMecklenburg country and surrounding area residents who have a desire to make a difference in the community.

Inorder for this campaign to be successful, it is imperative that ananalysis of the organizations image and the role of image inrelationship to their volunteers. Assessing the brands situation from aninward perspective through the lens theorist Ervin Goffman’s ImpressionAnalysis Theory will be utilized. By taking this step an invigoratingand successful campaign can be utilized to increase the numbers involunteers and keep the consistency in volunteers as well.

To achieve this goal, this strategic communication plan is as follows:

ØPast and Current State Analysis

ØMarket Impacts

ØSuggested Strategies

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AsCharlotte continues to grow in population, it is now the largest cityof North Carolina. As of 2017, there are 1, 476 homeless in Mecklenburgcounty. Although there has been a decrease in homelessness from 2016this is still an issue for a city that is recognized as a one of top 25best affordable places to live in the United States according to USNews. We want to continue to decrease in numbers in the amount ofhomeless people that in the are and we also want to make people awarethat if you are need of something then there is a place that you canlean on. Jackson Parks Ministry mission is:

“a hand up, not a hand out.”

Becausethis organization has a desire to transform lives but does not have aplan to do so; this strategic communication plan will serve as a guideto ensure the fulfillment of the mission.

As stated, For JacksonPark Ministries to effectively implement a communication strategy thatincreases its numbers in volunteers, it must identify the audience beingtargeted, and identify the best methods for communicating to thataudience.

ØInconsistent volunteers

ØConsistent volunteers

ØMecklenburg country and surrounding area residents who have a desire to make a difference in the community.

Motivate Inconsistent Members

Everythingthat is done for the community is done through volunteers at theorganization. Majority of the volunteers are residents of MecklenburgCounty. Charlotte in general is the largest city in population in NorthCarolina. This tells us that there is more than enough people in thecity or county that can help and make a difference but there is an issuewith keeping volunteers for the organization. Through personal researchspeaking with speaking with a few volunteers, the majority

statedmost of the non-consistent volunteers are that way because of how thestructure has changed for the organization. They are not appealed to howthis new structure is. Majority of those non-consistent volunteers lovethe work that is being done for the community but they do not like thesteps the organization takes as a whole.

At one point thevolunteers would have many meetings and there would be days dedicated tothe volunteers as appreciation where they were able to make suggestionsas to what they would like. There would be opportunity where they couldvoice their opinions as to what events should take place or ways toimprove the organization. Some of those non-consistent volunteersbelieve the reason why the organization doesn’t have many volunteers isbecause of the structure. Some remain consistent because of the causewhile others look at everything all together and step back.

Reclaimingthese particular volunteers can be challenging but there isopportunities. The structure has changed and although there can be sometweaking done to the structure, in time the structure may change againdue to the current situation so these members need to know that adaptionis an important sector for the organization. Their opinions andconcerns are very important because volunteers is what moves theorganization and therefor something should also be put in place so thatthey feel heard and valued.

Keeping consistency

Theconsistent volunteers have shown their strength, dedication, and lovefor god. They have been able to adapt through the change of structureand has understood the importance of being consistence for thebetterment of the people. This group has a better leadership and passionfor not only the organization but the community as well and will morethan likely stay consistent because they believe and admire Jackson ParkMinistries Mission. A challenge but room for opportunity with thisgroup is that it is comprised with both older and younger volunteers.With the structure changing because of the different sources of mediabeing created. The members feel as though they are not aware ofeverything. Older volunteers who have been around for years are moreinto going to meetings and having notices sent via mail. As of now thereare fewer meeting and majority of outreach in information is doneonline. The older volunteers love the incentives that are given becauseit satisfies their likes. The younger volunteers feel as though those toavenue of reaching and informing are great but they are not too fondwith incentives that are given. They feel it is more appealing to theolder crowd.

There is diversity in demographics for the volunteerswhich can be problematic to appeal to everyone’s desires. A creation indifferent teams that will focus solely on one or two demographic may bea fix for this. Some groups can send out information that appeals todifferent groups and incentives may be voted on or drawn from.

We Need You

Astime has shown, it has been very difficult for the organization toincrease their numbers in volunteers. This aspect is very importantbecause will time changing in the economy and with people, obtainingmore volunteers would benefit the organization. Possible volunteerswould still reside in or around the Mecklenburg County area andsurrounding areas.

As we know, Jackson Park Ministries is notknown by many and that is the first step; making possible volunteersaware of the organization and also finding what appeals to the audience.Some people would love to make a difference and be a part of somethingand some would like incentives to showcase their hard work anddedication. Therefore, finding what kind of incentives appeals to thenew audience as well.

Reaching out and appealing to this groupmay be difficult. Since people are not even aware that Jackson ParkMinistries exist, it is imperative for the group to make themselvesknown to the audience and discover their likes and dislikes. Then, sincethe organization doesn’t reach out via mail anymore there will have tobe more face to face interaction where volunteers would have to go tothem.