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ASSOCIATION FOR THE BLIND & VISUALLY IMPAIRED

STEELCASE FOUNDATION
GRANT PROPOSAL

Preparedby
TheVisionaries
GrandValleyStateUniversity
Spring2016

Table of Contents
Letter of Inquiry

Page 1

Cover Letter

Page 4

Summary

Page 5

Needs Statement

Page 6

Goals, Objectives, Methods

Page 13

Evaluation and Management


Plan

Page 25

Project Sustainability

Page 28

Organization Background

Page 30

Budget

Page 32

References

Page 34

Appendix A: Scott Allen


Creative Resume (Jeff
Terpstra, CEO)

Page 35

Appendix B: Board
Members

Page 36

Appendix C: Scott Allen


Creative Campaign Proposal

Page 38

Appendix D: Intern Job


Description

Page 39

Appendix E: Evaluation
Survey

Page 41

Appendix F: 501(c)3 Letter


& Tax ID

Page 43

The Steelcase Foundation


Phyllis Gebben
Donations Coordinator
Box 1967, GH-4E
Grand Rapids, MI United States
49501-1967
I lost my sight, not my vision.
Dear Ms. Gebben,
Thank you for taking an interest in The Association for the Blind & Visually Impaired
(ABVI). We believe the Steelcase Foundation would be the best fit for our organization because,
based on your foundation profile, Steelcase Foundation is interested in health issues and human
services, which directly correlates with ABVIs mission.
ABVI was founded in 1913 by Roberta A. Griffith. Roberta dedicated her entire life to
helping other people who faced visual challenges that were similar to her own circumstances.
From the beginning, high expectations have been embedded in the organization. The purpose of
the Low Vision Clinic at ABVI is to help people carry out everyday tasks made difficult or
impossible by low vision.
ABVI has partnered with Scott Allen Creative (SAC) to create a marketing plan (See
Appendix A) to increase the amount of visually impaired served by 50% and the amount of
referrals made my medical professionals by 50%. Scott Allen takes a holistic approach to
creating integrated marketing plans for consumer, business-to-business and nonprofit clients.
Scott Allen Creative produces many deliverables in print, digital and broadcast. They also look
beyond the typical marketing avenues. SAC considers everything from promotional materials to
customer service to operational procedures, as they develop a marketing plan to accomplish their
clients goals. Scott Allen Creative works mainly with nonprofits in Grand Rapids. Clients they

have worked with include: Bethany Christian Services, City of Grand Rapids, Habitat for
Humanity of Kent County, Grand Rapids Film Festival, and many more.
ABVI hopes to ultimately serve a greater amount of visually impaired people. Through
the marketing plan set in place by Scott Allen Creative, ABVI plans to increase the amount of
visually impaired served by 50% along with the amount of visually impaired referred by medical
professionals by 50%. ABVI has a two-year plan set in place to fund Scott Allen Creative for
their marketing services. The timeline is found in the Goals, Methods and Objectives section.
This proposal demonstrates ABVIs plans for project sustainability, evaluation and management,
along with our goals, objectives, and methods.
The need we are addressing directly relates to the blind and visually impaired. In addition
to our low vision clinics, we also help with daily living skills. Low Vision Rehabilitation
Therapists teach people with blindness or visual impairments and their families how to perform
daily tasks that have become difficult because of vision loss. The Association for the Blind and
Visually Impaired Masters Level Social Workers help people express feelings, adjust to vision
loss and make plans for the future during their counseling sessions. ABVI also holds Peer
Support Groups all over the West Michigan area. Along with those opportunities, ABVI has
youth programs like STEPS (ages 14-26), STEPS Junior (ages 10-13), and Summer in the City
(ages 14-26). ABVI also has an Aids and Appliances store. Because low vision varies from
person to person, ABVI has different tools to help patients deal with vision loss. We also provide
free Vision Acuity and Glaucoma screenings for at-risk adults throughout West Michigan.
The grant we are asking for would pay for the funding of Scott Allen Creative to employ
a marketing plan to ensure 50% more referrals from medical professionals along with 50% more
visually impaired served by ABVI. The sum we are hoping to receive is $24,000, which would

be used over a span of two years, using $12,000 per year. With this money, we hope to help
more who are visually impaired.
We appreciate the Steelcase Foundation taking interest in helping those who are visually
impaired or blind. Please do not hesitate to call if you require any further information or have
any questions.

Thank you,
Larry Dodge, Development Director
Association for the Blind & Visually Impaired
456 Cherry St. SE
Grand Rapids, MI 49503
Phone: 616 458-1187
Fax: 616 458-7113
www.abvimichigan.org

The Steelcase Foundation


Phyllis Gebben
Donations Coordinator
Box 1967, GH-4E
Grand Rapids, MI United States
49501-1967

Dear Mrs. Gebben,


The Association for the Blind & Visually Impaired (ABVI) is pleased to present this grant
proposal for your review. We look forward in partnering with you to increase the amount of
visually impaired or blind served. Our goal is to increase the amount of referrals the Association
for the Blind & Visually Impaired receives from medical professionals. Through marketing help
from Scott Allen Creative, we hope to increase the amount of referrals by 50%.
The purpose of the Low Vision Clinic at ABVI is to help people carry out everyday tasks made
difficult or impossible by low vision. See Appendix B for a list of board members affiliated with
ABVI.
We would like to see measurable success by getting referrals from medical professionals. As it
was stated before, our goal is to get 50% more referrals from medical professionals along with
50% more visually impaired individuals served through ABVIs help. With Scott Allen
Creatives help, we hope to increase ABVIs marketing to obtain our goals.
We appreciate the Steelcase Foundation taking interest in helping those who are visually
impaired or blind. Please do not hesitate to call if you require any further information or have
any questions.
Thank you,
Larry Dodge, Development Director
Association for the Blind & Visually Impaired
456 Cherry St. SE
Grand Rapids, MI 49503
Phone: 616 458-1187
Fax: 616 458-7113
www.abvimichigan.org

Summary
The Association for the Blind & Visually Impaired (ABVI) has constructed this proposal
in hopes of obtaining a grant of $24,000 from the The Steelcase Foundation. ABVI plans to use
the grant from The Steelcase Foundation to put towards the hiring of Scott Allen Creative to
conduct their marketing. The purpose of hiring an agency to handle our marketing is to increase
the awareness within the medical world about the services ABVI provides. The goals and
objectives established are to increase the amount of visually impaired clients served by 50% and
to increase awareness about ABVI among medical professionals by 50% as well. In order to
achieve those goals, there are specific tactics put in place to ensure ABVI reaches our goals. To
achieve these goals, specific times have been established for each tactic over a span of two years.
After the initial two year launch, ABVI estimates a total budget of $12,000 per year, a total of
$24,000, to maintain marketing. Our measures for project sustainability are: keeping the website
up to date, continuing to print more brochures for eye care professionals along with clients per
demand, sending mailings to eye care professional offices twice yearly, making sure there are
300 prints per mailing, publish new Facebook Ads every quarter (along with Ad boosts twice per
month), continuing partnership with Scott Allen Creative, and a continued internship program.
With these tactics, goals and project sustainability measures, ABVIs hope is that the Steelcase
Foundation will fund our grant in order to serve those that are suffering from their visual
impairment.

Needs Statement
There are nearly 4.2 million Americans above the age of forty that are visually impaired
("What," n.d.). In addition, nearly 45,000 people in Michigan alone are considered legally blind
(Department, 1995). This wrenching number has most likely increased since then, which makes
this a pressing matter in our community. According to Dr. Carl Kupfer, the former Director of
the National Eye Institute, As the baby boom'' generation ages, and in the absence of further
prevention and treatment advances, the prevalence of Age-related Macular Degeneration (AMD)
is estimated to reach epidemic proportions of 6.3 million Americans by the year 2030 ("What,"
n.d.). People experiencing low vision are desperately in need of help and are unaware of
organizations who provide assistance.
Who We Are
The Association for the Blind & Visually Impaired (ABVI) is a vision aid provider that
gives hope and support to seniors in West Michigan who have degenerative eye diseases. ABVI
serves West Michigan residents who are visually impaired, but also their families and caregivers.
ABVI is the only organization in West Michigan that is available for people living with visual
impairments, which makes the need greater in this specific region.
Background Information
Every day in America, more than 10,000 people turn 65 years old. Medical science
estimates that up to 30% of seniors will develop serious eye diseases (defined as those with low
vision or vision loss), which configures to roughly 3,000 seniors a day. Unfortunately, there are
no cures for certain age-related eye diseases, such as glaucoma and macular degeneration
("What," n.d.). Glaucoma is a group of diseases that damage the eyes optic nerve and can result
in vision loss and blindness (NEI, n.d.). Age-related macular degeneration is caused by the
deterioration of the central portion of the retina, the inside back layer of the eye that records the
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images we see and sends them via the optic nerve from the eye to the brain. The central part of
the eye, called the macula, is in charge of focusing the central vision of the eye, which controls
our ability to read, drive, or see any fine detail ("What," n.d.). However, with the help of ABVI,
life can be improved for the people living with these diseases.
Why Steelcase Foundation?
We believe the Steelcase Foundation is the best funder for ABVI. Your foundation
supports organizations that are involved in health, human services, and community development.
Special emphasis is directed toward programs designed to assist youth, the elderly, and people
with disabilities (Steelcase Foundation, 2015). The Steelcase Foundation has special interests in
health, human services, people with disabilities, retired people, and seniors and their total year of
giving as of 2015 was $4,081,732 (Steelcase Foundation, 2015). ABVI falls under these
categories and could be greatly benefited by a grant from the Steelcase Foundation.
Testimonial at ABVI
The impact of vision problems reach beyond not being able to see. Everyday activities,
such as personal grooming, handling finances, managing a home, or driving a car become near to
impossible. A real life example of this issue can be seen in Roxy, a client of ABVI. Doctors
told her that glaucoma and wet macular degeneration were causing her vision to erode. As Roxy
grew older, she found herself struggling to read her mail, books, and manage her bills. These
inconveniences paled in comparison to her new found inability to recognize her grandchildren
when they visited. After receiving help from ABVI, Roxy testified, ABVI changed my lifeit
gave me back my independence. Your Rehabilitation staff professional was my Angel
(Association, 2013). This response is what ABVI strives for with each and every client.

With our aid, Roxy was once again able to regain her independence. ABVI has a goal to
help more people like Roxy. With an enhanced marketing program, along with an improved
relationship with eye care professionals, ABVI would be able to increase our community impact
exponentially. This would mean that Roxys success story would be realized by many more
suffering from vision diseases in West Michigan. After completion of a low vision assessment,
rehabilitation and/or mobility classes, 96% of our clients improved their independent living
skills, ability to function in the areas of financial management, recreation and home/environment
management (Association, 2013). ABVIs program creates results with a long-lasting impact on
the lives of those with low vision along with their caregivers.
Just like Roxy, other seniors struggling with vision loss do not know that there are
organizations available for their assistance. For individuals who experience vision loss, which
cannot be medically corrected by eye care professionals, ABVIs services provide functional
vision enhancement and rehabilitation. With medical referrals as ABVIs main means of
exposure, we have struggled to reach a number of seniors. Over the last three years, hundreds of
referrals have been made by 85 doctors, but that just is not enough. There is an estimated 100
patients, comprising 20% of all referred patients, who do not make appointments with ABVI
(Association, 2013). When surveyed, the most common responses to not making an appointment
is because they are unaware of how ABVI is capable to help and/or why they were referred.
Roxy was lucky enough to have one of those 85 doctors who referred her to ABVI and explained
how they could change her life. Those with Low Vision who attend eye care professionals who
do not refer us are still not aware of our services.

Problem: ABVI Needs to Increase Awareness


To improve the human condition of others experiencing low vision, ABVI is striving to
increase awareness of its services, and increase the referral rate from medical professionals. A
increase in the number of referrals will increase the number of people suffering from low vision
that ABVI is able to serve. According to the American Community Survey (2014), those over the
age of 65 with eye-related difficulties totaled 3,515 in West Michigan (American, 2014). This is
a large number of clients currently not being served. Of those with low vision who receive a
referral from an eye care professional, 80% make an appointment with ABVI. After their first
appointment with ABVI, they are presented with endless opportunities that will help them regain
their lives. Through gaining more referrals from medical professionals, there are many
opportunities in which ABVI can provide a higher quality of life for their clients. ABVI has
many opportunities to help those with Low Vision.
Opportunities at ABVI:
Low Vision Clinic- Screening to obtain background information, examination provided
by a certified low-vision optometrist, prescription or optical devices, recommendations
regarding non-optical devices, and in-home follow-up.
Daily Living Skills- Certified Vision Rehabilitation Therapists (CVRT) teach people with
blindness or visual impairments and their families how to perform daily tasks that have
become difficult because of vision loss. For example, check writing, meal preparation,
using a computer, medication identification and practical use of magnifiers. Most lessons
take place in the clients home and are based on the interests and needs of the client with
the goal of improving independence.

Orientation and Mobility Instruction- A Certified Orientation and Mobility Specialist


teaches individuals how to travel safely and confidently within their homes and
throughout their communities. This includes instruction on proper use of a white cane,
walking with others, street crossing and using public transportation. Each new client cost
is $287 dollars (which is mainly covered by insurance, depending on the individuals
copay), with the inclusion of two home visits that are each valued at $35 dollars. Any
extra visits after the initial two are $25 dollars each.
Counseling- Often, visually impaired people feel isolated and dependent, and loved ones
may need help understanding their feelings of loss (Wahl & Schulze, 2001). Association
for the Blind and Visually Impaired staff members help people express feelings, adjust to
vision loss and make plans for the future. We also educate family members and help them
take maximum advantage of community resources for the visually impaired, like Roxy.
Peer Support Groups- We offer Peer Support Groups all over West Michigan to provide
education, encouragement, and emotional support for adults. Locations for the Peer
Support groups are in: Allegan County, Ionia County, Kent County, Mason/ Oceana
Counties, Mecosta County, Montcalm County, Muskegon County, Newaygo County, and
Ottawa County.
Youth Programs- Our youth program, Successful Teens Exploring Positive Skills
(STEPS), helps youth in Kent County, between ages 14 and 26 years old, with their low
vision impairment.
Solution: Scott Allen Creative
In order to further communicate these opportunities to the public, ABVI will hire Scott
Allen Creative to develop messaging and materials to assist ABVI with brand communications

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directed to medical professionals. Scott Allen Creative is a very talented agency, with years of
experience working with the nonprofit sector (e.g., Habitat for Humanity of Kent County, Family
Promise of Grand Rapids, Compassion This Way, etc.). With help from Scott Allen Creative,
ABVI will provide services to more people suffering from vision loss and help them cope with
drastic life changes. The main objective of this marketing project is to increase the sustainability
of ABVI with medical referrals. Yes, ABVI is helping those in need, yet the referrals received
from medical professionals is surprisingly low. Many medical professionals are unaware of the
services that ABVI provides. In order to connect with this target audience, Scott Allen Creative
will complete several research methods to discover the correct ways to market to the target
audience. Scott Allen Creative will conduct in-depth research and interviews with medical
professionals, dedicate a section of the ABVI website to medical eye-care professionals, create a
brochure for eye-care professionals (printing a total of 1,000 brochures), create a brochure for
ABVI clients (printing a total of 2,000 brochures), design direct mail print collateral (printing
300 mailings a total of four times, over two years), purchase key search words for Google and
other search engines, and create six Facebook ads for eye care professionals (along with
purchasing two boosts per month for two years). In order for Scott Allen Creative to complete
these necessary tasks, a budget of $24,000 is required (See Appendix C). After receiving funds,
the timeline of this project will be 2 years. Scott Allen Creative is determined to reach their goal;
increase confirmed appointments by 50% over the two years following rollout of the
communications strategy.
Personnel who help make this program a success include Scott Allen Creative to develop
marketing materials for ABVI, optometrists who serve in our low vision clinics, doctors that are
low vision specialists, occupational therapists who are trained in low vision rehabilitation,

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licensed social workers, and volunteers. We are proud to have the volunteers that we do, with
over 2,000 hours served, from 50+ community members. The amount of support we receive from
our staff and volunteers proves our community believes in our mission.
As the amount of people who have faced low vision continues to grow, so does the
commitment level of ABVIs passionate employees and volunteers. Improved marketing from
Scott Allen Creative will significantly increase the communitys awareness of ABVI and the
many options that are available to help people with low vision. Scott Allen Creative has had
great success with other nonprofit organizations in Grand Rapids, such as ICCF, Paws With A
Cause, and Habitat for Humanity. The agencys success with nonprofits motivates our
organization to further work with them. With the help of funding from Steelcase Foundation,
Scott Allen Creative will help bring people with vision loss to ABVI to receive the care they
need.

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Goals, Objectives, Methods


Overview
Now that ABVIs needs are apparent, goals can be established. The goal of this
marketing campaign is to publicize ABVIs services. As mentioned in the Needs Statement,
without the help and support from Scott Allen Creative (SAC), ABVIs services cannot reach the
people in need. Our two objectives are to increase the amount of visually impaired clients who
are served by ABVI, and to increase the awareness of ABVI among eye care professionals.
ABVI will use a number of methods to reach their goals and objectives throughout their two year
timeline.
Goal and Objectives
The main goal of the Association for the Blind and Visually Impaired is to publicize the
services of ABVI. Scott Allen Creative (SAC) will be the primary vehicle for achieving this
goal. Scott Allen Creatives primary goal is to increase confirmed patient appointments by 50%
over the two years following the rollout of the communications plan. This help from a marketing
agency will increase the awareness of ABVI and their services to the community. The 50%
increase in patient appointments goal in set place because as of now, approximately 20% of
patients that have been referred by doctors dont schedule appointments.
Objective 1: Increase the amount of visually impaired clients served by ABVI by 10-15%
(65 people) by the end of the two-year plan. This information will be recorded by ABVI
staff, comparing the amount of clients serviced to the previous years data.
Objective 2: Increase awareness of ABVI among eye care professionals by 50% (42
doctors) by the end of the two-year plan. This information will be collected by comparing
referral rates of previous years (85 doctors referred ABVI in the past three years) to rates

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after advertising tactics have been implemented. See the timeline below for evaluation
dates.
In order to reach ABVIs goal, specific inputs are required. SAC developed a thorough
campaign that will be implemented by the agency. Their calculations suggest approximately 232
hours for the entire campaign, with 186 hours being completed the first year and 46 hours in the
second year. The majority of tactics will be implemented the first year, therefore more time will
be needed from SAC. The following year will only require 46 hours from SAC, in order to
implement the second direct mailing and Facebook marketing. Alongside the marketing
campaign, ABVIs Development Director, Larry Dodge, will continue to meet personally with
retinal offices, marketing directors at eye care providers, and generate direct mailings to new
doctors. However, SAC will be completing the primary tactics of this campaign in order to
achieve the goal.
These tactics include:
In-depth research and interviews with medical professionals
Form a section of the ABVI website dedicated to medical eye-care professionals
Produce a brochure for eye-care professionals (printing a total of 1,000 brochures)
Create a brochure for ABVI clients (printing a total of 2,000 brochures)
Design direct mail print collateral (Either single-fold newsletter style or a postcard)
Purchase key search words for Google and other search engines
Generate six Facebook ads for eye care professionals and purchase two post boosts
In addition to the listed tactics, SAC has promised to create up to three proofs of each
tactic until approved by ABVI, coordinate and provide digital files for production, print tactics,
and meet calendar deadlines. This ensures efficient and timely work from the agency.

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Measurements will be implemented in order to evaluate the agencys efforts. ABVI will
perform quarterly evaluations to insure that the goal and objectives are being met. Evaluations
will compare starting numbers and current numbers for the following topics:
Clinic referrals
Drop off rates (Cancelled appointments)
Social media engagement
These topics are important to evaluate because these are the topics that will carry the campaign
and allow ABVI to meet the specified goal and objectives.

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Facebook analytics provides a user-friendly platform that efficiently measures the success
of each post; reach, engagement, likes, and views. User engagement will be documented for each
post from start to finish. Facebook boosts (paid advertisements on Facebook) can also be
measured with success; comparing organic reach with paid reach. See image below for example
of what Facebook Analytics can measure. In addition, an unpaid Social Media Intern will be
hired in order to dedicate enough time toward this important step. See Appendix D for job
description.

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Qualifications
Larry Dodge, ABVI Development Director. Larry Dodge graduated from Central Michigan
University with a Bachelors of Art in Marketing and Journalism then went on to earn his
Masters in Advertising Management from Michigan State University. Larry has held different
positions over the years, including Advertising Director, Director of Group Sales, Sales
Consultant, and now Development Director for ABVI. Larry has over 30 years of diverse
advertising experience and expertise in several organizations, which qualifies him for the job.
Jeff Terpstra, CEO Scott Allen Creative. Jeff Terpstra graduated from Ferris State University
with a Bachelors of Art in Illustration and Business. Jeff started as an Illustrator for an
organization in West Africa then went on to become the Creative Director for Grand Rapids First
before obtaining his position of CEO at Scott Allen Creative. He also serves as a member of the
board of directors for the American Advertising Federation. Jeffs wide variety of experience and
over 25 years in the advertising industry qualifies him for the job.
Program Partners
Scott Allen Creative is an advertising agency that works closely with nonprofit agencies in the
Grand Rapids area to help develop their brand and vision. The agency has been involved with
several nonprofit agencies, including Family Promise, Habitat for Humanity, Paws with a Cause,
and Vertical Youth. Scott Allen Creatives personal goal is to increase ABVIs doctor referrals
by 50%, which closely aligns with ABVIs goal. In addition, Scott Allen Creative has already
proven their commitment and support to ABVI by donating their time at zero cost. Scott Allen
Creative began their relationship with ABVI by introducing our organization to senior living
communication opportunities and providing free guidance on our major Fall event
communication in social media.

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Methods
The results ABVI would like to achieve through this grant would be to obtain Scott Allen
Creative to conduct their campaign. The purpose of SACs advertising would be to gain more
referrals from medical offices, and through those referrals, ABVI will be able to implement the
goals and objectives they have set in place.
To achieve this goal, specific times that will reach the most people in ABVIs target
audience, based on SAC and ABVIs research, have been established for each tactic over a span
of two years. The majority of tactics will be completed in the first year, while the direct mailing
and Facebook advertising will continue into the second year. Research about the target audience
will be the initial step of this campaign conducted by SAC in order to communicate effectively
with the target audience. Brochures will be printed, and additional copies can be printed
throughout the campaign, if necessary, at an additional cost. The direct mailing to eye care
professionals will occur a total of 4 times throughout the two-year span (See timeline below).
The Facebook post boosts will be purchased twice a month throughout the entire campaign. The
remaining tactics will be implemented in sequential order as the campaign continues.
This campaign will begin immediately after funding is attained. As mentioned before, it
has a duration of two years. However, ABVI hopes to continue their engagements with Scott
Allen Creative after the initial campaign because of the excellent work they produce.

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Timeline
Goal: Publicize the services of ABVI.
Year One
Grant Funded

July 30, 2016*

Unpaid Internship 1 Begins

September 1, 2016

SAC Campaign Begins

Beginning of Fiscal Year- Oct. 1, 2016

Clinic Meetings Setup by Development


Director

October 1, 2016

Conduct Research- SAC


In-depth conversations with medical
professionals and staff supervisors to
determine key messages that resonate
with these target audiences

October 1, 2016

Design 6 Facebook Ads to rotate quarterly for


2 years- SAC

October 15, 2016

Evaluation 1: Quantitative & Qualitative

October 15, 2016

Implement First Facebook Ad

October 15, 2016

Boost Facebook Ad

October 15, 2016

Boost Facebook Ad

October 30, 2016

Clinic Meetings Setup by Development


Director

November 1, 2016

Website Development for Eye-Care


November 1, 2016
Professionals- SAC
Dedicate a section of the ABVI website
to medical eye-care professionals, write
copy and plan visuals
Purchase key search words
November 10, 2016
ABVI will purchase key search words
that clients (and their family members)
would use as they seek help online for
various eye needs.

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Create & Print 1,000 Brochures for Eye-Care


Professionals- SAC

November 15, 2016

Clinic Meetings Setup by Development


Director

December 1, 2016

Create & Print 2,000 Brochures for ABVI


December 10, 2016
Clients- SAC
This brochure will be used for eye-care
professionals to hand out to their clients
and educate potential clients on ABVIs
life-changing services
Unpaid Internship 1 Ends

December 31, 2016

Unpaid Internship 2 Begins

January 1, 2017

Clinic Meetings Setup by Development


Director

January 1, 2017

Design Print Collateral- SAC

January 1, 2017

Evaluation 2: Quantitative & Qualitative

January 15, 2017

Implement Second Facebook Ad

January 15, 2017

Boost Facebook Ad

January 15, 2017

Boost Facebook Ad

January 30, 2017

Clinic Meetings Setup by Development


Director

February 1, 2017

Mailings to Eye- Care Professionals (300)

February 1, 2017

Clinic Meetings Setup by Development


Director

March 1, 2017

Clinic Meetings Setup by Development


Director

April 1, 2017

Evaluation 3: Quantitative & Qualitative

April 15, 2017

Implement Third Facebook Ad

April 15, 2017

Boost Facebook Ad

April 15, 2017

Boost Facebook Ad

April 30, 2017

20

Internship 2 Ends

April 30, 2017

Internship 3 Begins

May 1, 2017

Clinic Meetings Setup by Development


Director

May 1, 2017

Clinic Meetings Setup by Development


Director

June 1, 2017

Clinic Meetings Setup by Development


Director

July 1, 2017

Evaluation 4: Quantitative & Qualitative

July 15, 2017

Implement Fourth Facebook Ad

July 15, 2017

Boost Facebook Ad

July 15, 2017

Boost Facebook Ad

July 30, 2017

Clinic Meetings Setup by Development


Director

August 1, 2017

Internship 3 Ends

August 31, 2017

Internship 4 Begins

September 1, 2017

Clinic Meetings Setup by Development


Director

September 1, 2017

Mailing to Eye- Care Professionals (300)

September 1, 2017

Year Two
Clinic Meetings Setup by Development
Director

October 1, 2017

Evaluation 5: Quantitative & Qualitative

October 15, 2017

Implement Fifth Facebook Ad

October 15, 2017

Boost Facebook Ad

October 15, 2017

Boost Facebook Ad

October 30, 2017

Clinic Meetings Setup by Development


Director

November 1, 2017

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Clinic Meetings Setup by Development


Director

December 1, 2017

Internship 4 Ends

December 31, 2017

Internship 5 Begins

January 1, 2018

Clinic Meetings Setup by Development


Director

January 1, 2018

Evaluation 6: Quantitative & Qualitative

January 15, 2018

Implement Sixth Facebook Ad

January 15, 2018

Boost Facebook Ad

January 15, 2018

Boost Facebook Ad

January 30, 2018

Clinic Meetings Setup by Development


Director

February 1, 2018

Mailing to Eye- Care Professionals (300)

February 1, 2018

Clinic Meetings Setup by Development


Director

March 1, 2018

Clinic Meetings Setup by Development


Director

April 1, 2018

Evaluation 7: Quantitative & Qualitative

April 15, 2018

Implement Seventh Facebook Ad

April 15, 2018

Boost Facebook Ad

April 15, 2018

Boost Facebook Ad

April 30, 2018

Internship 5 Ends

April 30, 2018

Internship 6 Begins

May 1, 2018

Clinic Meetings Setup by Development


Director

May 1, 2018

Clinic Meetings Setup by Development


Director

June 1, 2018

Clinic Meetings Setup by Development


Director

July 1, 2018

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Evaluation 8: Quantitative & Qualitative

July 15, 2018

Implement Eighth Facebook Ad

July 15, 2018

Boost Facebook Ad

July 15, 2018

Boost Facebook Ad

July 30, 2018

Clinic Meetings Setup by Development


Director

August 1, 2018

Internship 6 Ends

August 31, 2018

Internship 7 Begins

September 1, 2018

Clinic Meetings Setup by Development


Director

September 1, 2018

Mailing to Eye- Care Professionals (300)

September 1, 2018

Campaign Ends

October 1, 2018

*Clinic meetings by Development Director, evaluations, and internships continue after


campaign.

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Outcomes
Objective 1 Outcomes
Outcome 1: ABVI will purchase key search words to increase ABVIs clientele.
Outcome 2: Through the purchasing of Facebook Ad boosts, ABVI will increase the range of
people they can reach.
Objective 2 Outcomes
Outcome 1: By hiring an intern to conduct research on the social media for ABVI, we will
increase the awareness about ABVI for eye care professionals.
Outcome 2: By hiring Scott Allen Creative to do ABVIs advertising, which includes website
development, ABVI will be able to increase referrals from eye care referrals.
Outcome 3: Through the increasing of awareness by eye care professionals through research,
pamphlets, brochures, and clinic meetings, ABVI will enhance their credibility in the medical
field.

24

Evaluation and Management Plan


In order to measure the success of ABVIs marketing campaign, an evaluation plan must
be placed. Quarterly evaluations are scheduled in order to indicate how close ABVI is to
reaching their goal and to publicizing the services of ABVI. These subsequent evaluations will
serve as a longitudinal study of ABVIs communications over the next two years. The
qualifications of staff are mentioned in the section above. If we evaluate the campaigns
effectiveness, then we will see which areas need improvement.
Methods of Measuring Success
A timeline has been prepared which designates specific dates that tactics and evaluations
will occur. During the two-year campaign, there will be eight quarterly evaluations. A variety of
methods to evaluate the campaign are used in order to obtain significant qualitative and
quantitative data. In order to devote the necessary amount of time toward the evaluation process,
an unpaid Social Media Intern will be hired. This intern must be a student majoring in a
communications related field and highly knowledgeable in social media analytics. The intern
will work directly with Larry Dodge to implement and analyze qualitative and quantitative data.
Qualitative Data. In order to gather qualitative data, surveys (See Appendix E) will be sent to all
eye care professionals that became involved with ABVI within that quarter. The surveys will be
created using an online survey website, Survey Monkey. In order to get a substantial number of
responses, an incentive will be offered. Such incentive could be the potential to win a contest.
ABVI will be able to distribute the survey through email to new doctors. The questions will
require short answers, in order to obtain qualitative data.
Quantitative Data. In addition to qualitative data, quantitative data is necessary so that ABVI
can understand what is working and what is not in their campaign. Facebooks free function

25

called Insights allows you to gather this quantitative data easily. Again, this method is generated
on a quarterly basis. The intern will keep a written record of the numbers from quarter to quarter.
Facebook Insights allows you to track a variety of numbers:
Reach
Page likes
Actions on page
Ratings of similar business pages
Since ABVI is purchasing post boosts from Facebook, it is important to track the success
of these posts as well. Conveniently, Facebook tracks the success of paid and unpaid posts. For
paid posts, Facebook shows an additional page of specific results:
Number of paid reach
Number of actions
Number of photo clicks
Number of page likes after seeing the post
Number of post likes
Number of post shares
Percentage of gender reached
Locations of people seeing post

26

An example of how Facebook Insight looks for a boosted post is pictured below.

Sequel: Project Sustainability and Future Funding


ABVI expects a positive outcome from their Facebook campaign. The information
gathered from implemented evaluations through our Facebook campaign will be valuable toward
future communications at ABVI regarding referrals from medical professionals. This campaign
can be improved after its first run, then recreated for future years. Of course, as time goes on,
adjustments will need to be made to make it fit for the changing times in technology. This
campaign can serve as a template that can be duplicated for different counties that ABVI serves,
as well as new target audiences. Instead of only targeting eye care professionals, ABVI can
tweak this campaign so that it targets the visually impaired public. See the Project Sustainability
Section, located directly after this section, to understand ABVIs future plans through the success
of Scott Allen Creatives campaign.

27

Project Sustainability
Future Funding for ABVI
Budget/Funding for Marketing after two-year launch period.
Year One: $12,000 Budget
100 percent local funding
ABVI Annual Budget
Local Grants
Fees for Service
Year Two: $12,000 Budget
100 percent local funding
ABVI Annual Budget
Local Grants
Fees for Service
Year Three: $12,000 Budget
100 percent local funding
ABVI Annual Budget
Local Grants
Fees for Service

$5,000
$4,000
$3,000
$5,000
$4,000
$3,000
$5,000
$4,000
$3,000

After the initial two-year launch, ABVI estimates a total budget of $12,000 per year to
maintain marketing. ABVI will continue their partnership with SAC to continue achieving
marketing goals, along with the continuation of new print materials, Facebook ads, and google
ad words. A marketing intern will be sought by ABVI each semester to maintain marketing
progress.
Funding for the continuation of marketing at ABVI will come from several sources.
100% of the funding will come from local sources. ABVI will contribute $5,000 of the annual
budget toward marketing. This extra funding will be acquired through new business from the
two-year launch. Future local grants will contribute $4,000 toward the overall budget. These will
be maintained through applications to The United Way, Daniel and Pamella DeVos Foundation,
and other local grants. The last $3,000 will come from fees for services provided by ABVI.

28

Measures for Project Sustainability:


To ensure that ABVIs marketing program launch is sustainable, a three-year funding and
project outline gives measurable goals for the continuation of the focused marketing plan. The
following steps are being implemented to ensure a continuous reach to new doctors and patients
alike.
1. Keeping the website up to date
2. Continue to print more brochures for eye care professionals along with clients per
demand
3. Send mailings to eye care professional offices twice yearly, 300 prints per mailing
4. Publish new Facebook Ads every quarter, along with Ad boosts twice per month
5. Continued partnership with Scott Allen Creative
6. Continued internship program

29

Organization Background
The Association for the Blind and Visually Impaired (ABVI) was founded in 1913 by
Roberta A. Griffith. Roberta was a blind individual which arose from a childhood sickness. She
dedicated her entire life to helping other people who faced visual challenges that were similar to
her own. Roberta lived in Grand Rapids and was a guide, counselor, and friend to virtually every
single blind person in the State of Michigan. From the beginning Roberta had very high
expectations for the organization, and the those standards have been embedded in the
organization ever since.
The organization has had many highlights over their first 103 years. ABVI was
responsible for helping Grand Rapids Public Schools become one of the very first schools in the
nation to integrate sighted and non-sighted children together in one classroom. The agency was
presented with a national award from the National Society for the Prevention of Blindness,
which today is known as Prevent Blindness America. Over the years the organization continued
to create new programs for all age groups including a nursery school program for pre-school
blind children, a community outreach program to inform the community about ways to prevent
vision loss, expanded their Peer Support Groups, and expanded programs for school aged
children, including summer and afterschool programs.
ABVI is committed to helping the visually impaired citizens of Allegan, Ionia, Kent,
Mason, Oceana, Mecosta, Montcalm, Muskegon, Newaygo, and Ottawa counties. The
organizations primary goals are to provide rehabilitation services to those who live with visual
impairment enabling them to live more independently and with greater dignity, and to create a
community culture where those who are blind or visually impaired enjoy the same opportunities
as people who do not have the same disabilities. ABVI works towards these goals by educating

30

other about the capabilities of those who are blind or visually impaired, informing others about
proposed legislation that is relevant to issues of vision loss, working with local governmental
bodies to implement accommodations that address the unique needs of our clients, education our
clients, their families, and friends about the benefits of appropriate accommodations, and
promoting the prevention of blindness through education.

31

Budget

YEAR ONE
Revenue
Grant
In-kind donations
Volunteer Hours1
Intern Hours2
Foundation Directory3
TOTAL:

$24,000
$1,870
$3,825
$200
$29,895

Expenses
Scott Allen Creative
In-kind donations
Volunteer Hours1
Intern Hours2
Foundation Directory3
TOTAL:

$24,000
$1,870
$3,825
$200
$29,895

Notes:
1
220 student hours to complete the grant, multiplied by $8.50 to get a total of $1,870.
2
450 intern hours throughout year, multiplied by $8.50 to get a total of $3,825.
3
Foundation directory costs $50 per month.

YEAR TWO
Revenue
Grant
In-kind donations
Volunteer Hours
Intern Hours1
TOTAL:

$0
$0
$3,825
$3,825

Expenses
Scott Allen Creative
In-kind donations
Volunteer Hours
Intern Hours1
TOTAL:

$0
$0
$3,825
$3,825

Notes:
1
450 intern hours throughout the year, multiplied by $8.50 to get a total of $1,870.

32

Budget Narrative
This budget shows how funds will be disbursed throughout the first 2 years of the
campaign. The total $24,000 will be paid to Scott Allen Creative at the beginning of year one.
The year one budget consists of the grant from the Steelcase Foundation, in-kind
donations, and the total amount due to Scott Allen Creative. In-kind donations include volunteer
hours that were completed by Grand Valley State University Students to complete this grant.
Also there will be 3 unpaid interns brought into the organization to help with this campaign. The
interns will complete 150 hours each, which totals 450 hours for the year. The full amount from
the grant will be used to pay Scott Allen Creative for the work that they are completing for us.
Lastly, the foundation directory was used in this first year for a total of 4 months to insure that
we found the right match for our organization. Typically the foundation directory can be
purchased for $50 per month.
The year two budget consists of some of the same line items as year one, but many of the
resources have already been paid for in year one. The only thing that stays consistent is the inkind donations from the unpaid interns. There will be another set of 3 unpaid interns who each
complete 150 hours each, for a total of 450 hours.
2015 annual budget for ABVI: $990,000

33

References
American FactFinder. B18103:Sex by Age by Vision Difficulty. - 2014 American
Community Survey. U.S. Census Bureau American Community Survey Office, 2014.
Web. 17 February, 2016.
Association for the Blind & Visually Impaired. (2013). Retrieved March 30, 2016, from
http://www.abvimichigan.org/
Department of Licensing and Regulatory Affairs. (1995). LARA Services for Blind
Persons Media. Retrieved March 28, 2016, from http://www.michigan.gov/lara/0,4601,7154-28313_28346-168570--,00.html
NEI. (n.d.). Facts About Glaucoma. Retrieved March 30, 2016, from
https://nei.nih.gov/health/glaucoma/glaucoma_facts
Steelcase Foundation (2015, October 20). In Foundation Directory Online. Retrieved
March 30, 2016, from Foundation Directory.
Wahl, H., & Schulze, H. (Eds.). (2001). On the Special Needs of Blind and Low Vision
Seniors (p. 296). Amsterdam, Netherlands: IOS Press.
What is Macular Degeneration? (n.d.). Retrieved March 30, 2016, from
https://www.macular.org/what-macular-degeneration

34

Appendix A
Scott Allen Creative Resume
(See following 4 pages)

35

Jeff Terpstra
President, Scott Allen Creative
Jeff@scottallencreative.com

Experience
President at Scott Allen Creative
1996 - Present (20 years)
Scott Allen creates integrated marketing communication programs for consumer, B2B and nonprofit clients.
We transform ideas into communication assets that engage target audiences through print, broadcast and
digital media.
Member Board of Directors at AAF ((AmericanAdvertising Federation)) West Michigan
June 2012 - Present (3 years 11 months)
Programs Chair
Creative Director at Grand Rapids First
1991 - 1996 (5 years)
Illustrator at Wycliffe Bible Translators
1984 - 1984 (less than a year)

Organizations
Grand Rapids Area Chamber of Commerce
August 2013 to Present

Projects
PAWS With A Cause - website design
November 2012 to Present
Members:Jeff Terpstra, Joe Dulin, CFRE, Kathleen Ribbons, Samantha Leonard, Annette Prentice, Sandi Frost
Steensma, Laura Kruisenga, Rachel Send
We designed PAWS website to clearly present PAWS mission, to be mobile responsive and interactive with
social media.

Skills & Expertise


Account Management
Research
Corporate Communications
Commercials
Strategic Planning

Page1

Marketing Strategy
Advertising
Graphic Design
Marketing Communications
Social Media Marketing
Corporate Branding
Creative Direction
Digital Media
Brand Development
Integrated Marketing
Public Speaking
Social Media
Public Relations
Marketing
Social Networking
Nonprofits
Customer Service
Copywriting
Leadership
Email Marketing
Community Outreach
Market Research
Editing
Illustrator
Management
B2B
Digital Marketing
InDesign
Business Development
Facebook

Education
Kuyper College
1985 - 1986
Kuyper College
Bible Certificate, 1985 - 1986
Ferris State University - Kendall College of Art and Design
Bachelor of Arts, Illustration & Business, 1980 - 1984
Calvin Christian High School
High School, 1974 - 1978
Activities and Societies: Football, Wrestling, Track & Field
Calvin Christian High School
Calvin Christian High School
Calvin Christian High School
Page2

Calvin Christian High School


Calvin Christian High School
Calvin Christian High School
Calvin Christian High School
Calvin Christian High School
Calvin Christian High School
Calvin Christian High School
Calvin Christian High School
Calvin Christian High School
Calvin Christian High School
Calvin Christian High School

Interests
marketing, social media, nonprofit communications, Business growth in West Michigan

Languages
English

(Native or bilingual proficiency)

Volunteer Experience
Board of Directors, Event Chair at AAF of West Michigan
2015 - Present
Organized events for the monthly AAF mtgs including Addy Awards of West Michigan

Page3

Jeff Terpstra
President, Scott Allen Creative
Jeff@scottallencreative.com

3 person has recommended Jeff


"I have worked with Jeff Terpstra for a number of months to help a client with a major awareness campaign.
He is ethical, capable, committed, and extremely creative! Scott Allen Creative is a well-run organization that
delivers excellent results. I can honestly recommend his services without reservations. "
Maryam Komejan, CEO and Managing Director, The Zeika Group LLC, was Jeff's client
"Jeff and his staff provides marketing services for our organization. He initiated his work by conducting
extensive research on our brand, interviewing a variety of people associated with PAWS. All work flows
from the results of this research, connecting our marketing efforts with mission and vision. Jeff is creative,
knowledgeable and easy to work with. We are very proud of the production that has come from our
partnership."
Joe Dulin, CFRE, was Jeff's client
"From initial client interviews to thorough market research and strategic business and brand development,
Jeff and his team understand understand your brand. Not only what you do and how you do it....but WHY.
He has a way of bringing out your core message and making sure it permeates every form of communication
possible. They're also dependable, reliable and people you can trust."
Corey Niemchick, worked with Jeff at Scott Allen Creative
Contact Jeff on LinkedIn

Page4

Appendix B
ABVI Board of Trustees & Directors
(See following 1 page)

36

Board of Trustees

Board of Directors

Eric Smith, CPA, Chair

Richard Stevens, Executive Director

Kathleen VanderVeen, Vice Chair

Dr. Gary Anderson, O.D.

Eric Oman,CPA,Treasurer

Claire Davis Clary

Joy Wahby, Secretary

Francesca Ferguson

Bill Zahrt,Immediate Past Chair

Steven Mulder

Richard Stevens, Executive Director

Dr. Thomas Rupp, M. D.

Cassaundra Bell

Lanny Thodey

Jim Bonnema

Robert Wolford

Randy Brink

Jamie Junod (Investment Advisor)

Lucy Caldwell

Joy Wahby (Secretary)

Kim Coleman
Sherah Eavey O.D.
Janet Huyser
Glenn Morris
Gregory Patera, O.D.
Beth Rogers, RN, MPA, CCRC
Alejandro Saldivar

37

Appendix C
Scott Allen Creative Campaign Budget
(See following 4 pages)

38

Association for the Blind


& Visually Impaired
INCREASING SUSTAINABILTY THROUGH
PROFESSIONAL REFERRALS


678 Front Ave NW, Suite 360, Grand Rapids, MI 49504 P: 616.560.1864 W: www.ScottAllenCreative.com

ABVI INCREASE SUSTAINABILITY WITH MEDICAL REFERRALS


The need: timely and confirmed patient referrals to our Low Vision clinics, from eye care
professionals
ABVI is West Michigans primary provider of functional vision enhancement and rehabilitation
services, to individuals who have experienced vision loss, which cannot be medically corrected by
eye care professionals.
Referrals
ABVI has low/no recognition within the population groups most likely to need our services (and
their support networks). Therefore, the most effective and efficient way to create referrals (vs. a
marketing strategy for the general, target population groups), is communication through medical
eye-care professionals.
ABVI believes it is not recognized as an essential service by eye care professionals (as a group) in
our market. We believe that a number of doctors (and their professional staffswho may also be
assigned responsibility to provide ABVI information to patients) do not fully understand and/or
prioritize our life changing results for their patients, even as they continue vision treatment with
their patient. Additionally, some doctors have expressed concern about our namespecifically the
word Blind, which may cause confusion or additional anxiety with their patient. This may cause
the doctor to either fail to refer, or minimize the opportunity for ABVIs help.
Referrals are sporadic from the broad number of doctors, but concentrated more heavily among
specialists. The latter are Retinal specialists and Ophthalmologists (which makes sense given the
serious nature/latter stages of their clients vision loss)
Confirmed Appointments
When patients are referred, we estimate an approximate 20% no appointment conclusion.
Reasons often expressed:

When our clinic follows-up with referred patients to set-up their appointment, some
people respond with an element of surprise. A comment such as Why are you calling
me (for an appointment)when their doctor has referred them, is not uncommon.
Lack of family support in the decisionmom or dad is getting oldits normal to have
physical problems (also implied within cultural beliefs)

your passion is our inspiration 2 | Page


678 Front Ave NW, Suite 360, Grand Rapids, MI 49504 P: 616.560.1864 W: www.ScottAllenCreative.com

ABVI INCREASE SUSTAINABILITY WITH MEDICAL REFERRALS



Marketing goals

Increase referrals from the universe of doctors. Over the past 3 years 85 doctors have
made referrals. The vast majority are MDs, with a smaller number of those providing
a higher frequency. Create opportunities to increase medical professional (and staff)
knowledge and value of ABVIs functional vision rehabilitation services, for more timely
and impactful referrals.
Improve confirmed appointments by 50% over the two years following rollout of our
communications strategy


Positioning the ABVI Brand
ABVIs current branding and messaging reflects more of a nonprofit. We believe that medical
professionals often perceive the ABVI brand as less of a peer worthy of their medical referral.
ABVI Referral Marketing Communications
ABVI will invest in developing marketing communications and materials that will position ABVI
as a medical professional peer worthy of referrals.

your passion is our inspiration 3 | Page


678 Front Ave NW, Suite 360, Grand Rapids, MI 49504 P: 616.560.1864 W: www.ScottAllenCreative.com

ABVI INCREASE SUSTAINABILITY WITH MEDICAL REFERRALS


Agency Services for Marketing Communications


Scott Allen Creative will develop messaging and materials to assist ABVI with brand communications
directed to medical professionals. Each deliverable listed includes:
Up to three proofs each
Meeting calendar deadlines
Coordinating and providing digital files for printer/vendor production
Printing included
The following communications will create a brand that connects with our target audiences and
represent the life-changing mission of ABVI:
Research in-depth conversations with medical professionals and staff supervisors to
determine key messages that resonate with these target audiences
Website Dedicate a section of the ABVI website to medical eye-care professionals, write
copy and plan visuals
Brochure for Eye-care Professionals this brochure focuses on ABVIs partnership with eye
care professionals. We will print 1,000 brochures
Brochure for ABVI Clients this brochure will be used for eye-care professionals to hand out
to their clients and educate potential ABVI clients on ABVIs life-changing services. We will
print 2,000 brochures
Direct Mail We will design direct mail print collateral (either a single-fold newsletter style or
a postcard) to send to eye care professional offices to build awareness of ABVI. We will print
and mail approximately 300 for each mailing for a total of 4 mailings over 2 years
Google Ad Words ABVI will purchase key search words that clients (and their family
members) would use as they seek help online for various eye needs.
Facebook Marketing we will design 6 Facebook Ads for eye care professionals and staff and
rotate each design every quarter. We will purchase 2 boosted posts per month for two years
TOTAL AGENCY SERVICES ADVERTISING & PRINTING COSTS: $24,000

your passion is our inspiration 4 | Page

Appendix D
Social Media Intern Job Description
(See following 1 page)

39

Social Media Intern - Job Description


The Social Media Intern will play an active role in ABVIs campaign. They will be
working closely with Scott Allen Creative, and will report directly to Larry Dodge. The intern
will maintain ABVIs presence on various social media, and written communication. This
unpaid internship will last one semester (Fall, Spring, or Summer).
Responsibilities:
Handle mailings to clients and eye care professionals
Maintain ABVIs Facebook page
Evaluate Facebook Analytics
Compile evaluation data (Quantitative & Quantitative)
Requirements:
1- year experience in field
Junior standing college student

To apply please email cover letter and resume to Larry Dodge (ldodge@abvimichigan.org).

40

Appendix E
Survey for Newly Involved Eye Care Professionals
(See Following 1 Page)

41

ABVI Survey for Newly Involved Eye Care Professionals


1. What clinic do you work at?
2. What is your position at the clinic?
3. How did you hear about ABVI? (Direct mailing, social media, meetings, etc.)
4. Did you like the way you were contacted by ABVI?
5. In respect to our communications, how can it be improved?
6. How did you feel about ABVIs customer service?
7. Have you referred anyone to ABVI yet? If so, how many?
8. If no, would you consider referring any patients in the future?
9. Do you support any other visual impairment organizations?
10. Do you have any additional comments?

42

Appendix F
ABVI 501(c)3 Letter and Tax ID
(See following 2 pages)

43

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