ROSEMARY & BIRCH PR

PRESENT

THE HOPE Project

A Propsal for

NORTHWEST YOUTH SERVICES

GROUND FLOOR PROJECT
 TABLE OF CONTENTS

1. INTRODUCTION

2. ACTION PLAN
3. Project Narrative
4. Situation Analysis
5. Research
7. Plan of Action
10. Evaluation

14. Timeline

15. Budget

18. Related Materials

47. Who are we?

48. Appendices
49. Press Contacts
50. Community Partners
51. Survery
52. Research Paper
 INTRODUCTION

About Northwest Youth Services & Ground Floor Project

Northwest Youth Services is a nonprofit organization serving Bellignham and Skagit county
communities since 1976. In efforts to help at risk and runaway youth NWYS provides services
and a haven for local homless youth while helping to foster self-reliance. Bellingham’s First Con-
gregational Chruch and it’s members are making a generous donation to NWYS by providing
a new area for the homeless and at risk youth who use their services. This remodel is called the
Ground Floor Project and will provide a safe resting and self-care space for 13-24- year-olds.

About Rosemary and Birch

Rosemary & Birch PR is made-up of two passionate and creative individuals with the hope of
taking your hopes and cultivating a dynamic and accessible campaign that will help propel you
forward. We believe that our name says it all. Rosemary is a sign of remembrance and the Birch
tree is often looked at as a symbol of renewal and regrowth. We strive to offer this to our clients.
We do not want to dismiss the past of Northwest Youth Services, but rather we hope to help you
grow off the past and start The Ground Floor with renewed creativity and excitement.

ROSEMARY & BIRCH PR

About The Hope Campaign

We have composed “The Hope Project”, with the corresponding slogan, “Building hope from
The Ground Floor up.” This campaign is broken down into two main components: the pop-up
shop and the corresponding online portion. We have conducted research that leads us to believe
that this will be an effective way of increase donations, raising awareness and ultimately increas-
ing volunteers.

1
 ROSEMARY & BIRCH PR

ACTION
PLAN
 PROJECT NARRATIVE

Rosemary and Birch PR created a campaign called The Hope Cam-

paign to increase community awareness and donations to Bellingham’s
local Northwest Youth Services and the new Ground Floor Project, in part-
nership with the First Congregational Church. This campaign features a
unique HOPE-BUILD-HEAL pop up shop with event guides, press releas-
es, 3D digital mockups, website plan, social media guide, promotional pins
and posters.

These items will help meet the campaign objectives to increase community
awareness of NYWS and the new Ground Floor Project facility to over 75
percent, increase monetary and supply donations and increase volunteer
participation.

In two meetings with Northwest Youth Services it was established they

would like more volunteer participation and a higher number of LGBTQ
invididuals looking to their facilities for assistance.

3
 SITUATION ANALYSIS

In the Northwest Youth Services request for proposal they established a

hope to increase awareness for their organziation and their space opening
in the First Congregational Chruch called the Ground Floor Project.

In particular for the ground floor project they expressed interest in increas-
ing donations in both money and supplies likes shirts, toiletries, food and
sleeping bags.

in terms of money they also wanted to see a growth in revenue from their
current donors, along with more donors in the future.

For NWYS and their Ground Floor Project and increase in volunteers
would be helpful especially when building and adding small touches like
painting to the Ground Floor Project space.

4
 RESEARCH

Research
In order to develop a campaign for Northwest Youth Services, Rosemary &
Birch PR conducted a survey in order to find out the general awareness of
Northwest Youth Services and what community members are most likely
to donate. We conducted a convenience survey of 100 people to find an-
swers in order to create a unique and effective campaign.

The Survey
We surveyed 100 people at: Boulevard Park, The Village Green (Fairhaven),
Western Washington University and Lake Padden.

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6
 PLAN OF ACTION

OBJECTIVES

Increase donations and monetary contributions to the Ground

Floor Project and the youth who use it to the goal of $250,000.

Increase awareness of Northwest Youth Services and the Ground

Floor Project to 80 percent.

Increase social media mentions and interaction with Northwest

Youth Services and Ground Floor Project pages by 44 percent
(roughly 2,500).

TARGET PUBLICS
Rosemary & Birch Public Relations selected two target
audiences for the HOPE campaign, the majority of those
ages 18-24 and 55-64 plus who have not heard of North-
west Youth Services.

We thought focusing on providing a large social media

and online element will draw in youth which in the most
important audience for NWYS due to the services of the
7
organization.
 STRATEGIES
• Create an appealing pop-up shop that tempts the residents at Belling-
ham Art walk to come and investigate Northwest Youth Services and will
also appeal to other community members who are interested in donating
money to nonprofits.
• Establish a larger social media presence, especially on Facebook, so ad-
versed events like the pop-up shop and the Ground Floor Project will get
more traction online.
• Form community outreach during major Bellingham events with the goal
to increase word of mouth and volunteerism.

Posters
Posters can be a great tool for online, social media and in person use. Our
reseach showed that the use of social media and word of mouth are the top
two ways audiences found information about nonprofits and their events.
By creating posters that can be used for Bellingham poster walls and Face-
book events NWYS can tackle two audiences at once.

Social Media Guidelines

The social media and media guides are for all online and media interactions.
By having one cohesive voice for online and when interacting with local me-
dia and radio this will give NWYS one voice and message to present within
the Whatcom and Skagit county communties. A list of all possible media
outlets is provided within the Appendices.

8
 Pop-up shops and event guides
The pop-up shop is a unique and immersive tool for NWYS and it current
and future donors. This will increase awareness with use of the social media
and media guides and spread word of mouth. This will hit target audiences
because as shown through our reserach people are most likely to hear about
nonprofit organization using social media and from friend and family.

The pop-up event guide will provide everything needed and basic samples
of the item list. This list can be changed accroding to the need of NWYS
and it’s different events.

Communication and event interns

Adding one or two more unpaid intern that will get school credit can ease
the burden of dealing with the extra donations and pop-up set up. These
will be the go to people for social media events management, pop-up set up
and flyer plus promotion item hand out during events like pride week.

9
 EVALUATION

Rosemary and Birch PR is commited to creating an engaging and unique

campaign that suites the needs of NWYS, the Ground Floor Project and the
greater Bellingham area. To view the effectivness of our campaign and it’s
various strageties we created recommendation for an Evaluation Plan that
can be performed by NWYS.

• Record monetary and supply donations during the pop up shop event
and compare the results to monetary and supply donations to the past 5
years.
• Survery 100 people throughout Bellingham mainly focusing on Belling-
hams boardwalk and the downtown area. Track specifically the percent-
age of people who are aware of NWYS and their new facilities, like the
Ground Floor Project

• Track engagement on social media, including Facebook and Instagram.

This includes likes, comments and followers. Compare to audience
enagement over the past year.

10
 ROSEMARY & BIRCH PR

TIMELINE
 TIMELINE

April
HOPE CAMPAIGN pop-up onlline 1.
launch begins. Social media begins for
online campaign, along with adversitse-
ment for the physical pop-up shop.

May
1. In store Pop Up shop corresponding with
Bellingham Art Walk begins. Northwest
Youth Services lobby or other agreed
upon location will host the pop up.

Social media advierstisement along with

live video begins.

June
Second in store Pop Up shop corre- 1.
sponding with Bellingham Art Walk
begins. Northwest Youth Services lobby
or other agreed upon location will host
the pop up. In store Pop Up shop cor-
responding with Bellingham Art Walk
begins. Northwest Youth Services lobby
or other agreed upon location will host

13
 TIMELINE

July
1. Third in store Pop Up shop corresponding
with Bellingham Art Walk begins. North-
west Youth Services lobby or other agreed
upon location will host the pop up.

15. Parade and Pride festival. Promotion

team heads out with pins and promo-
tional flyers for future popup shops and
the opening of the Ground Flood Proj-
August ect.

Fourth in store Pop Up shop correspond- 1.

ing with Bellingham Art Walk in North-
west Youth Services lobby or other agreed
upon location will host the pop up.

September
GROUND FLOOR PROJECT GRAND
OPENING.

HEAL-BUILD-HOPE popup shop con-

tinues in grand opening party.

Then shop will continue online and in

NWYS main lobby downtown.

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ROSEMARY & BIRCH PR

BUDGET
 BUDGET

16
Tables 4 $0.00 NWYS Tables $0.00

Tablecloth 4 $1.00 Dollar Store $4.00

Display - $0.00 NWYS already $0.00

Items Donated
Items

Balloons 10 $1.00 Dollar Store $10.00

Total: $14.00

Online Campaign

Item Quantity Price Company Total

Facebook 1 Free Facebook $0.00

Website** 1 $12.00/ Weebly $84.00

Monthly
(Through
September)

Total: $84.00

** Website price can be lowered if current NWYS website provider

offers a deal that is cheaper.

17
 ROSEMARY & BIRCH PR

RELATED
MATERIALS
Blue #0801U Yellow #93293 Navy #0541U

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 HOPE​ ​BUILD​ ​HEAL​ Pop-up shop summary

An immersive and unique way for Whatcom and Skagit County residents to donate both
money and supplies.

A monthly shop that literally pops-up during Bellingham Art Walk where the Northwest
Youth Services Downtown lobby will transform after closing time. Shoppers participating
in the Art Walk and other interested donors will walk in, take a slip with a list of the
materials available for purchase, walk around and then check off what items they would
like to specifically give NWYS to purchase for the youth who utilize their facilities.

Once all their items are selected shoppers will then to go the register, pay the allotted
amount for the items they selected then walk out with nothing.

A great example is a shopper walks into the pop-up then selects a tent and sleeping
bag. They will then walk up to the register and maybe pay $90 for the two items. The
shopper will walk out with nothing but NWYS will then use that $90 to buy the sleeping
bag and tent for their facilities.

This will then help gain word of mouth throughout the community and increase
volunteerism because the only free item provided in the pop-up will be for shoppers to
come and donate their time to the Ground Floor Project and NWYS.

The online component will give the option to buy whatever items were in the pop-up
shop at home and will encourage online social media interactions with Facebook and
the website where the popup will be listed.

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POP UP SHOP
HOPE
BUILD
HEAL
Open during Bellingham ART WALK
SHOP - HELP HOMELESS YOUTH - FEEL GREAT

21
22
 Open during Bellingham ART WALK

POP UP SHOP
HOPE
BUILD
HEAL
SHOP - HELP HOMELESS YOUTH - FEEL GREAT

THE GROUND FLOOR

23
 NYW
S
NYW

CT
JE
O
S

PR
R
THE O O
GROUND FL

24
 Digital Renderings
BEFORE

25
 AFTER

26
 FOR IMMEDIATE RELEASE:
MM/DD/YYYY

Media Contact:
Sigourney Gundy
sigourneyg@nwys.org

Northwest Youth Services to open a new safe space for homeless youth
NWYS’s new space to open in First Congregational Church Sept. 1, 2018.

Bellingham, WA - ​Northwest Youth Services are opening a day shelter for homeless
youth, ages 13-24 who are currently experiencing homelessness. The Ground Floor will
be in 3,445 square feet donated space of First Congregational Church of Bellingham,
located on Cornwall Avenue.

First Congregational Church of Bellingham has renovated 3,445 square feet of their
basement to create a daytime place for youth ages 13-24 who are experiencing
homelessness can go to be connected with resources or to have a place to hangout and
relax.

The Ground Floor is equipped with; 3 quiet rooms, 2 shower rooms, 1 break-out room,
laundry room, 3 small meeting rooms, main activity area, small library/computer access,
kitchen and dining area and a “Free Store” with donated clothing and gear.

Although The Ground Floor is in First Congregational, this is a secular project.

Northwest Youth Services team will be staffing the project and available to connect
youth with case workers, housing and many other services.

There are over 700 people experiencing homelessness in Bellingham, 23 percent are
under the age of 18 and 13 percent are ages 16-24. Less than one percent of
homeless youth have been released from a juvenile detention center and 40 percent
report a mental health disability.

###
Northwest Youth Services is a non-profit organization serving young people ages
13-24 experiencing homelessness in Whatcom and Skagit Counties. NWYS support
youth in identifying goals and building the skills necessary to reach their own sense of
stability.

27
 F
​ OR IMMEDIATE RELEASE:
MM/DD/YYYY

Media Contact:
Sigourney Gundy
sigourneyg@nwys.org

​Northwest Youth Services opens the HOPE BUILD HEAL Pop up

Shop
A new way to donate, starting May. 1, 2018

BELLINGHAM, WA- ​Northwest Youth Services is creating a new way for the
Bellingham community to get involved in their non profit organization.

By creating the HOPE BUILD HEAL pop up shop, customers can stop by, select items
for purchase to help homeless youth in Whatcom and Skagit counties, buy them and
walk out with nothing.

A new concept of donating, shoppers can select items they would like to purchase for
the youth of Northwest Youth Services during every Bellingham Art Walk starting May.
1. Once all items are selected, customers walk up to the register and purchase the
items. Their money will then go directly to buying their selected in store items.

With over 700 people experiencing homelessness in Bellingham, 23 percent are under
the age of 18 and 13 percent are ages 16-24. The items purchased and donations
made at the pop up shop will then directly make a positive contribution to the minors
and young adult of NWYS.

###
Northwest Youth Services is a non-profit organization serving young people ages
13-24 experiencing homelessness in Whatcom and Skagit Counties. NWYS support
youth in identifying goals and building the skills necessary to reach their own sense of
stability.

28
2018 Media Guide

29
 THE HOPE PROJECT
Official Media Guide for 2018

Press Contact: Sigourney Gundy

sigourneyg@nwys.org
(360)734-9862 ext. 118

This media guide serves as an outline for NWYS (The Ground Floor
Project) to raise awareness and increase donations for proposed THE
HOPE PROJECT.

ACCOUNTS
Although Northwest Youth Services has: a website, Twitter, Instagram and
Facebook, this guide will focus on:

1. NWYS Facebook
www.facebook.com/nwyouthservices
2. A proposed website for The Ground Floor Project

Implementation of Twitter and Instagram can be expanded upon, however,

the website and Facebook currently has the largest reach and should be
utilized first.

SOCIAL MEDIA VOICE

Northwest Youth Services (NWYS) is informative, welcoming and
energetic. Northwest Youth Services aims to inform the public on the
happenings of NWYS and cultivate excitement through engaging, positive
and transparent posts. NWYS does not attach initials or names to posts,
but instead posts in the above voice on behalf of NWYS.

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GENERAL GUIDELINES

● Always when possible, link to other accounts to: provide information,

point towards a source, or support other local organizations.
● It is best to use a colon before a link
Ex: For more information visit our website: ​www.nwys.org
● Try to put tagged accounts and pertinent information as close to the
top of the post as possible.

POSTING TIME GUIDELINES

● Starting off work on posting once a days. As this becomes easier,

increase to two posts a day and work towards eventually having three
a day.
● On Facebook, create timed posts for the day so that posting is less
difficult and can happen consistently.
● The best time to post for maximum click throughs is between 1 p.m.
to 4 p.m. on the weekdays.

PHOTOS AND VIDEOS

● Always when possible at a multimedia element such as a photo,

video or infographic. Posts with a photo get on average 50% more
likes and twice as many comments (​www.balance.com​).
● Videos are also an extremely powerful tool to use. Post a video
whenever possible and consider making use of the Facebook Live
feature as it is an effective way to build connections and trust with
followers.

ENGAGEMENT STYLE
● Always like comments from followers when possible.
31
 ● Respond to all comments and Facebook messages in a timely
manner, when applicable.
● Block any spam messages.
● If a followers writes a hate comment on a post, instead of engaging in
the comments, considering responding in a private message.

EVENTS

● Create an event page on Facebook for every event that is related to

Northwest Youth Services.
● Make the event as detailed and concise as possible.
● Share the event frequently.
● Post updates on the event page when necessary and to make aware
attendees of any last minute changes.

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 Event Guide

HOPE BUILD HEAL

EVENT GUIDE

33
 THE HOPE PROJECT POP-UP

Official Media Guide for 2018

Store name: H
​ OPE​ ​BUILD​ ​HEAL
Press Contact: Sigourney Gundy
sigourneyg@nwys.org
(360)734-9862 ext. 118

This event guide serves as an outline for NWYS (The Ground Floor
Project) to raise awareness and increase donations for proposed THE
HOPE PROJECT.
Summary
An immersive and unique way for Whatcom and Skagit County residents to donate
both money and supplies.

A monthly shop that literally pops-up during Bellingham Art Walk where the Northwest
Youth Services Downtown lobby will transform after closing time. Shoppers participating
in the Art Walk and other interested donors will walk in, take a slip with a list of the
materials available for purchase, walk around and then check off what items they would
like to specifically give NWYS to purchase for the youth who utilize their facilities.

Once all their items are selected shoppers will then to go the register, pay the allotted
amount for the items they selected then walk out with nothing.

A great example is a shopper walks into the pop-up then selects a tent and sleeping
bag. They will then walk up to the register and maybe pay $90 for the two items. The
shopper will walk out with nothing but NWYS will then use that $90 to buy the sleeping
bag and tent for their facilities.

This will then help gain word of mouth throughout the community and increase
volunteerism because the only free item provided in the pop-up will be for shoppers to
come and donate their time to the Ground Floor Project and NWYS.

The online component will give the option to buy whatever items were in the pop-up
shop at home and will encourage online social media interactions with Facebook and
34 the website where the popup will be listed.
What you need?
The key to keeping costs low is to try and use what is already in the office.
● Use tables from the conference rooms
● Already donated items for display
● Office paper for price tags
● Personal, staff or volunteer items (ex. A water bottle or jacket solely for display
purposes)
● Register (already used for donations)
● One staff member, one intern and possibly two volunteers

What can it be used for?

Although originally created for the Ground Floor project, NWYS can utilize this
event for any project or area of the organization that needs attention later on.
NWYS as an organization has many different sections donors can contribute to like the
Garden, Ground Floor Project, new building and Queer Youth Project. The pop-up can
be a great way to expose viewers to all organization activities and increase donation for
various projects all at once.

Community Partnerships
Looking for community partners to provide food and added elements to the
pop-up can help get attention from different avenues and audiences. Woods Coffee who
already donates leftover pastries to Northwest Youth Services could donate their food
during the pop-up shop. The same idea can correspond with Handshake Coffee. A
organization NWYS has already partnered with they could provide coffee for customers
attending the pop-up.
Coming to a social media agreement will also be key. Tagging each other in
various post promoting the pop-up will expose NWYS to their followers on various
platforms (Instagram, Facebook and Twitter) while at the same time exposing their
businesses to NWYS Facebook followers.

Set up

$20 $5

35
 Sample of Item List for Purchase

HOPE​ ​BUILD​ ​HEAL​ Pop-up shop

Thank you for participating in Northwest Youth Services pop-up shop.

Every item you buy will go directly towards assisting homeless youth and
help us complete our upcoming Ground Floor Project.

Today’s items

⃞ Water Bottle ($8) ⃞ Meal ($15)

⃞ Toothbrush ($1) ⃞ Tarp ($20)

⃞ Tent ($50) ⃞ Toothpaste ($3)

⃞ Sleeping Bag ($30) ⃞ Paint for GFP ($30 a can)

⃞ Socks ($6 for two pairs) ⃞ Flooring for GFP ($90 sf)

Guess what’s free: check here____ to volunteer

If you have any questions please ask one of the attendants at the desk or
our volunteers.
To find out more about the Ground Floor Project and to purchase more
online visit ​www.groundfloorproject.com

36
Volunteer
The only free option in the pop-up is volunteering.

By checking the volunteer option on the sheet the customer will then be
provided will a volunteer sign up form (already on the NWYS website).

Asking every customer for their email address will give you one-on-one
contact with them and they can be sent emails in the future about different
ways to participate in NWYS activities.

37
 Social Media Guide

38
Northwest Youth Services
Official Social Media Plan 2018

Press Contact: Sigourney Gundy

sigourneyg@nwys.org
(360) 734-9862 ext. 118

This social media plan will serve as a suggestive outline for how to
manage the Northwest Youth Services social Media Accounts
(specifically Facebook). Please let us know if you have any questions
or need explanation regarding the material below.

Facebook Best Practices

● 55 percent of children ages 13-17 will engage on social media
for at least 3 hours of their day. 73 percent of young adult (18 to
25) use social media regularly along with the 47 percent and
growing audience of older adults on Facebook.
● Facebook will be important for the majority of audiences
and will promote NWYS events.
● Facebook​: 40% of Facebook users visit multiple time per day.
Most popular times to post would be 11am, 3pm and 8pm.
● Most Facebook visitors will be scrolling through the page to find
information quickly ​keep posts under 140 characters.
● Try to include an image with post. Visitors will be attracted to
page that is visually appealing.
● Ask though provoking questions and engage with those who
comment on the page (answer questions and add more
information)
● Tag members of NWYS (ASK PERMISSION FIRST) to enlarge
the audience and social media. More views equal more
followers.

● Tag other organizations, businesses or club who are at event or

sponsoring.

2
39
 ● Only use photos that are provide by photographers from the
NWYS or seek images on copyright free websites.
o ​Flickr: ​https://www.flickr.com/�

o ​Pixabay: ​https://pixabay.com/

�​o ​Image Source: ​https://www.imagesource.com/

● Share condolences or strategic support for local, regional,

national or international events. It’s important to show that
NWYS cares about local events and is up to date on the news.

Sources: G ​ reenwood, Shannon, Andrew Perrin, and Maeve Duggan. "Social Media Update
2016." Pew Research Center: Internet, Science & Tech. 2016. Accessed November 29, 2016.
http://www.pewinternet.org/2016/11/11/social-media-update-2016/.

About Page
Northwest Youth Services (NWYS), a Bellingham, Washington
nonprofit found in 1976, aims to collaborate with at-risk, homeless
and runaway youth to foster self-reliance. NWYS believes that all
young people need a place to feel safe, heard and valued. Northwest
Youth Services currently have 50 staff members and served 900
youth in 2016. NWYS offers six main services: teen court, street
outreach, emergency housing, employment & education, Queer
Youth Project, and transitional & permanent housing. If you have any
question related questions, visit our website: ​www.nwys.org​ and click
on our “Media” tab under “About”.

Suggestions to Follow
Following other Facebook members and businesses is crucial for
building a social media presence. Here are some suggestions of
people to follow

● Local businesses we have partnered with for events

40
3
 ● Sponsors
● Articles or post written about NWYS
● Downtown Bellingham Partnership
● Regional youth service organizations

Proposed Themes
This will be particularly helpful for events and holidays.

Profile​ (not page profile but highlight a particular person)​ ​Create a

day that highlights the best volunteers. For example
#volunteerspotlight will highlight spectacular members or volunteers
at NWYS.

Questions:​ Ask questions in some posts and answer questions in the

comments too. Ask followers about their weekend plans and their for
their feedback. Make sure to engage both in the initial post and in the
comments

Holidays:​ Show users you are engaging with the seasons. Instead of
sticking to a particular holiday theme (ex: Christmas) make it friendly
to all users and stick with seasonal themes.

● Say “Happy Holidays” instead of “Merry Christmas”

Events and community:​ Keeping followers up to date on events will

help turn out and show potential followers the impact Northwest
Youth Services is having in the community.

● Post event on Facebook at least two weeks before and keep

posting in event page (about twice per week) for small
reminders.
● Post event: post pictures and information on page. Will show
impact in community and potentially get followers excited about
coming events.

News:​ Keep up with the news. Post new research articles about
41
 positive impacts of a animal-human friendship.

Videos:​ Post videos of events or exciting things happening at NWYS.

Having a page “trailer” will help potential followers grasp Northwest
Youth Services and more specifically, The Ground Floor.

Proposed Weekly Plan:

Choose one time slot a day initially, working up to posting three times
a day.

Mondays:

8 am.

o Start the day off with a reminder of upcoming events in the

week. Give followers something to look forward to.

11 am.

o Finish any updates. Ask followers about anything fun they

did the past weekend

3 p.m.

o Show followers a short video from fun events on the

weekend or a recap of last week.

Tuesdays

8 a.m.

o Post of picture of the work NWYS volunteers do in the

morning. What do some of the first volunteers come in to do?
Any current needs?
42 11 a.m.
 o Highlight an item for sale in the online pop-up shop and why
that item is important to the development and well-being of
the youth. Pose a question, “Would you consider buying a
toothbrush for homeless you? A small gift like this makes a
world of difference for youth aiming to rebuild themselves.”

3 p.m.

o Highlight a volunteer and show how followers can become

volunteers.

Wednesdays:

8 a.m.

o Start off with a fact for the day or a story in the news that
is relevant to the work of Northwest Youth Services.

11 a.m.

o #WesternWednesday Feature how specifically students can

get involved with NWYS.

3 p.m.

o Link to a specific need on the online pop-up shop. Give a

brief explanation on why this specific item is needed.

Thursdays:

8 a.m.

o Quote: Start off the day with a quote relating to Northwest

Youth Services or The Ground Floor or The Hope Project.
Get followers inspired for their day.

examples:

-“We must accept finite disappointment, but never lose infinite hope.”- 43
 Martin Luther King Jr.

- “Optimism is the faith that leads to achievement. Nothing can be

done without hope and confidence.” - Helen Keller

-“The best way to find yourself is to lose yourself in the service of

others.” -Gandhi

- “Alone we can do so little; together we can do so much.” - Helen

Keller

11 a.m.

o Feature any promotions that NWYS has been getting, any

radio action or social media shout-outs.

3 p.m.

o Answer a common question people may ask about the

NWYS.

Friday:

8 a.m.

o Share any event that is approaching. Write a short summary

about the event or answer and questions that followers may
have surrounding the event.

11 a.m.

o #followfriday- feature a fantastic nonprofit or company that

NWYS thinks highly of and why NWYS followers should also
support their work. Make sure to tag the account that is
being featured!
44 3 p.m.
 o Wish followers a happy weekend. Send them off with just a
post or include a picture.

Saturday:

8 a.m.

o Reminder post of weekend event (include event page link)

45
 Website Samples

46
 WHO ARE WE?

Sascha Guenter-Schlesinger is currently in her

senior year at Western Washington University
studying Public Relations with a minor in Law.
Sascha is orginally from Logan, Utah. With a
mother heavily involved in the equal oppurtunity
feild Sascha grew a passion for justice and equal
care for both people and animals. When she’s
not working on homework or creating her next PR
camapign you can find her sailing in Lake What-
com or playing soccer.

Hannah Hanson is currently in her last year at

Western Washington University studying public re-
lations. Hannah grew up in Monroe, Washington.
Her family became a foster family when she was
young, cultivating her passion for children experi-
encing trauma. Partnered with her passion for the
foster care system, she also had a love for dance
which led her to Western. She originally wanted
to own her own dance studio but now hopes to
own a music and events venue that gives back to
the community. Hannah’s interest in nonprofit PR
grew after an internship with Lydia Place and she
hopes that this will transfer over into her career
after school. When she is not studying, Hannah
works at Woods Coffee in Boulevard Park and is
most likely always planning her next Disneyland

47
 ROSEMARY & BIRCH PR

APPENDICES
 Press Contacts
To assist Northwest Youth Services to spread the word about the Ground Floor Proj-
ect and their other endevors Rosemary and Birch has provided a list of local press
contacts for NWYS staff to utilize when giving information about events like press
releases and flyers.

Bellingham Herald Discover Ferndale

Margaret Bikman news@discoverferndale.com
Arts & Entertainment Coordinator 360-223-1438
margaret.bikman@bellinghamherald.com
(360) 715-2273

Bellingham Alive! Magazine Discover Ferndale

Meri Jo Borzilleri news@discoverferndale.com
Editor 360-223-1438
meri_jo@northsoundlife.com

Lynden Tribune
Skagit Valley Herald Tricia Van Dyk
Craig Parrish
Marketing Consultant
Entertainment and Lifestyle Editor
tricia@lyndentribune.com
cparrish@skagitpublishing.om
Phone: 360-354-4444

The Western Front & Western

Weekend
WFpress.release@gmail.com
(360) 650-3162

Seattle Times
Moira Macdonald
Arts Critic
mmacdonald@seattletimes.com

Cascade Radio Group

Don Kurtis
Manager and sales
Dkurtis@cascaderadiogroup.com

49
 Community Partners
To assist Northwest Youth Services to gain community partnerships Rosemary and
Birch has provided a list of local busniesses and organizations that are willing to
partner with NWYS and the Ground Floor project efforts.

Hans-Rudolf Master Hair Stylist Make.Shift Art Space

Independent stylist Katie Grey- Director
(360) 305-9222 (360) 933-1849
director@makeshiftproject.com
Salon Le Roux BAAY
Local Fairhaven salon 1059 N State St.
(360) 671-9889 (360) 306-8531
officemanager@baay.org
Woods Coffee Company The Bagelry
Lynden coffee company 319 Railroad Ave
donate@woodscoffee.com (360) 676-5288

Sirena Gelato Congregation Beth Israel

contact@sirenagelato.com (360) 733-8890
(360)733-6700 Rabbi Joshua Samuels

Starbucks Coffee Kombucha Town

132 E Holly St. 1155 N State St.
(360) 738-7539 (360) 746-655

Handshake Coffee Aslan Brewing Company

(360)610-3473 1330 N Forest St.
Airen Colley (360) 393-4106

Village Books Pel’meni Restaurant

1200 11th St, Bellingham, WA 98225 the Bonk family (owners)
(360) 671-2626 (360) 715-8324

Diehl Ford Girl Scouts of Western

John Ford Washington
(360) 392-7000 5601 6th Avenue South
1(800) 303-9963

50
 Survey
Thank you so much for taking the time to take our survey! We are students in our final year
at Western conducting research for our Journalism 440 course. Each question will lay out
how to properly respond but feel free to ask if you have any additional questions. Your
participation is appreciated! – Hannah & Sascha

What is your age? What is your gender? What is your annual income? How many dependents (under 18)
� 18-24 � female � less than $25,000 live in your house currently?
� 25-34 � male � $25,000 to $34,999 �0
� 35-44 � non-binary � $35,000 to $49,999 �1
� 44-54 � other: � $50,000 to $74,999 �2
� 55-64 � $75,000 to $99,999 �3
� 65+ � $100,000 + �4
� 5+
1. What types of nonprofits are you most likely to donate 2. How do you hear of those nonprofits?
to?
� environmental � social media
� religious � word of mouth
� animal � newspaper/print advertisements
� social services � their website
� educational � events
� other: � other:

3. What are you most likely to donate? 4. How often do you volunteer for nonprofits?
� time � never
� money � once a year
� expertise/information � quarterly (every 3 to 4 months)
� supplies/clothing � monthly
� other: � weekly

5. Do you think that there are enough services available 6. In your opinion, who should be responsible for the
to the homeless of Whatcom County? care of Bellingham’s homeless?
� no � government
� There are a few but there could be more � nonprofit organizations
� Adequate � religious organizations
� There are too many � private citizens
� Other: � no one
� other:

7. How often do you see homeless youth (~24 and under) 8. How much do you know about Northwest Youth
in Bellingham? Services?
� never � Haven’t heard of them
� now and again (every couple of weeks) � I know of their name, but not their services
� weekly � I’m familiar with what they do
� everyday � I’m involved (staff, volunteer, have donated)

9. What services do you think that Northwest Youth 10. How did you hear of Northwest Youth Services?
Services provide? � I haven’t � social media
� print advertising � word of mouth
� their website � other: ____________ 51
 Reseach Paper
Executive Summary
Northwest Youth Services is a local nonprofit that serve 13-24 year olds who are experiencing home-
lessness in Skagit and Whatcom counties. A few of the main programs NWYS offer include: teen court, street
outreach, emergency housing, employment and education, queer youth project and transitional and permanent
housing. Northwest Youth Services aim to give youth a sense of stability by helping them craft their own goals
and help them hone the skills they need to accomplish them. NWYS has partnered with First Congregational
Church of Bellingham in order to form the Ground Floor Project. Northwest Youth Services in partnership with
First Congregational want a strategic public relations plan in order to raise awareness for The Ground Floor,
increase donations and acquire more volunteers.
In order to learn about the common attitudes of Whatcom County’s homeless and the community’s gen-
eral knowledge of NWYS, Rosemary and Birch PR decided to conduct a survey. We conducted a convenience
survey of 100 people in Bellingham between Jan. 25, 2018 and Feb. 10, 2018.
We found that the greatest percentage of those surveyed are most likely to donate money (46%), followed
behind by those who are most likely to donate time (25%). However, the greatest amount of those who were sur-
veyed said they only volunteer once a year (34.3%) and more than a third said they never volunteer (32.3%). We
found that a small percent of those surveyed were familiar with the work of NWYS (12%) and over half had not
heard of NWYS (52%). We wanted to know how people hear about nonprofits so we asked and found that a little
less than half (41.8%) of people hear about them through social media followed by those who hear about them
through word of mouth (27.6%).

Methodology
Northwest Youth Services and First Congregational Church of Bellingham have partnered together in
the creation of The Ground Floor, a daytime space for the youth of Whatcom County to be connected with the
resources of NWYS and a place to feel welcome. They are hoping for a strategic public relations campaign to get
the word out about the project, raise general awareness for NWYS, increase donations (private and public) and
gain more volunteers.
On Thursday Jan. 25, 2018, we went to Boulevard Park from 4:30 p.m. to 6:00 p.m. We surveyed 12 peo-
ple and ten said yes to filling out the survey for a response rate of 83.3 percent. We also returned to Boulevard
Park on Saturday Jan. 26, 2018 from 9:30 a.m. to noon. We asked a total of 48 people with 31 saying yes for a
response rate of 64.4 percent. Lastly, we went the Boulevard Park on Feb. 10, 2018 and asked 38 people with 26
agreeing to take the survey for a response rate of 68.4 percent. We decided to survey at Boulevard Park because
we thought that there would be a wide range of demographics and people would be more willing to answer when
they weren’t in a rush. We also hoped that we could find a lot of families at the park.
After Boulevard Park, on Saturday, Jan. 26, 2018, we walked to Fairhaven (mostly the Village Green) from
12:30 p.m. to 1:30 p.m. We asked 27 people and 16 said yes for a response rate of 59.2 percent. We surveyed in
Fairhaven because we were hoping to find an older demographic of the 55 and up.
On Sunday Jan. 27, 2018, we surveyed at Lake Padden Park. We surveyed from noon to 1:00 p.m. We
asked 16 people with 11 people agreeing to take the survey for a response rate of 68.7 percent. We decided to
survey at Lake Padden because between the walking trail, playground and dog park we hoped to find a more 30
year old and up crowd.
Lastly, on Wednesday Jan. 31, 2018, we surveyed at Western Washington University. We were there from
2 p.m. to 3 p.m. and approached nine people with six agreeing to be surveyed for a response rate of 66.6 percent.
We chose Western because we were hoping to gain some more students as well.
52
Our overall response rate was 66.7 percent with 100 out of 150 people asked taking the survey.

We asked the following questions:

RQ1: What types of nonprofits are you most likely to donate to? (environmental, religious, animal, social ser-
vices, educational, other)
RQ2: How do you hear of those nonprofits? (social media, word of mouth, newspaper/print advertisements,
their website, events, other)
RQ3: What are you most likely to donate? (time, money, expertise/information, supplies/clothing, other)
RQ4: How often do you volunteer for nonprofits? (never, once a year, quarterly (every 3-4 months), monthly,
weekly)
RQ5: Do you think that there are enough services available to the homeless of Whatcom County? (no, there are
a few but there could be more, adequate, there are too many, other)
RQ6: In your opinion, who should be responsible for the care of Bellingham’s homeless? (government, nonprofit
organizations, religious organizations, private citizens, no one, other)
RQ7: How often do you see homeless youth (~24 and under) in Bellingham? (never, now and again (every cou-
ple of weeks), weekly, everyday)
RQ8: How much do you know about Northwest Youth Services? (I haven’t heard of them, I know of their name
but not their services, I am familiar with what they do, I am involved)
RQ9: What services do you think that Northwest Youth Services provide?
RQ10: How did you hear of Northwest Youth Services? (I haven’t, print advertising, their website, social media,
word of mouth, other)
Of the respondents, 39.8 percent of those surveyed were ages 18-24, followed by ages 25-34 (18.4%), 45-
54 (16.3%), 65 and up (12.2%). Ages 35-44 (7.1%) and 55-64 (6.1%) were too small to be statistically valid and
were not analyzed in the findings.
The female respondents that took the survey made up 53 percent and the male respondents were 46 per-
cent of those surveyed. Any other genders were statistically invalid as only 1 percent of those who answered the
survey were non-binary.
The greatest number of those surveyed made less than $25,000 a year (40%) followed by those who made
$25,000-$34,999 (16%), $50,000-74,999 (14%), $35,000-$49,999 (12%), $100,000 and up (12%). Only 6 percent
of the survey respondents made $75,000-$99,999 and were not analyzed in the findings.
The majority of those surveyed did not have any dependents under the age of 18 currently living in their
home (81%). All other options were too small to be statistically valid and were not analyzed in the findings: one
dependent under 18 living at home (7%), two dependents (7%), three dependents (3%), four dependents (2%),
non of those surveyed had five dependents or more under the age of 18 living at home.
Our possible sources for error included not accounting that some of the respondents may have more
children who are 18-24 but do not currently live in the home. We wanted to know how those with children felt
as opposed to people who do not have children. Since NWYS categorizes youth and young adults as 18-24, we
should have specified.
Many people left the open-ended question regarding which services NWYS provides blank. This could
mean that they know what they do they just didn’t feel like taking the time to write it down, or this could mean
that they do not know what NWYS does at all. We should have specified to write down if they did not know.
We also had two respondents who did not list their age which slightly skewed our data for the different
age demographics.
There was only one question that we allowed more than one answer and we should have added more of these
types of questions. Multiple answer questions allow for a more accurate response as the respondents may choose
one on a whim while there may me a couple more accurate answers.
Lastly, we had troubles in the beginning with people checking more than one box for several of the an-
swers. We should have overly specified if the respondent needed to only check one box.

RQ1: What types of nonprofits are you most likely to donate to?
Out of those surveyed, the greatest number of respondents were most likely to donate to social services
(24%), followed by religious (20%), animal (20%) and educational (17%), environmental (14%), and other (5%).
Male respondents (26.9%) were most likely to donate to religious organizations (26.1%) and educational non-
profits (21.8%) than women are (15%, 13.2%, respectively). Somen (32%) are more likely to support social
service nonprofits that men are (13%). Support for other nonprofits is similar for both men and women.
Approximately 15 percent of all age groups would donate to environmental non-profits, except those 44-
54 (6.25%). Those 45-54 are most likely to donate to religious organizations (43.7%) followed by 25-34 (27.8%),
65 and up (25%) and 18-24 (7.7%). Nearly one-third of people age 44-54 (31.3%) would donate to animal non-
profits, followed by around one-quarter of those 65 and older (25%) and 25-34 (22.2%) and less than 20 percent
of those age 18-24 (15.4%). One-third of those age 18-24 (33.3%) and nearly one-quarter of those age 25-34
(22.2%) would donate to social services organizations. No one in the other age groups said they donate to social
service organizations. Those age 65 and older (25%) and 18-24 (20.5%) are nearly twice as likely to donate to
educational nonprofits as other ages. There is no difference related to age when it comes to other nonprofits.
Those who made $35,000-$49,999 were those most likely to donate to environmental non-profits (25%)
followed by less than $25,000 (17.5%), $25,000 to $34,999 (12.5%), $100,000 and more (8.3%) and $50,000-
$74,999 (7%). There is a steady increase for those who will donate to religious organizations from those who
make less than $25,000 a year (7.5%) to those who make $50,000-$74,999 (42.8%), with the exception of those
who make $100,000 and up (33.3%). For most likely to donate to animal non-profits, there is a steady increase
from those who make less than $25,000 (12.5%) to those who make over $100,000 (25%), with the exception of
those who make $25,000-$34,999 (37.5%).

RQ2: How do you hear of those non-profits?

The greatest number of respondents hear of nonprofits through social media (41.8%) followed by word of
mouth (27.6%), newspaper/print advertisements (10.2%), their website (9.2%), events (7.1%) and other (4.1%).
Men were more likely to hear about nonprofits through social media (47.8%) and their website (13%)
than women (37.7%, 5.7%, respectively.) Only women (13.2%) heard about nonprofits through events. All other
answers were similar for both genders.
Those 18-24 are more likely to hear about nonprofits through social media (56.4%), followed by 44-54
(43.8%), 25-34 (38.9%) and those 65 and older (8.3%). Those who were most likely to hear about nonprofits
through word of mouth were those ages 45-54 (43.7%) compared to about one-quarter of respondents in all
other age groups. The only two groups who hear about nonprofits through newspaper/print advertisements are
those 65 and up (33.3%) and 25-34 (11.1%). Ages 18-24 (15.3%) and 65 and up (16.7%) are more likely to hear
about nonprofits through their website than those ages 25-34 (5.6%) and 45-53 (0%). Those ages 65 and higher
(16.7%) are more than twice as likely to hear about nonprofits through events as well as other age groups.
Those who are most likely to hear about nonprofits through social media make $25,000-$34,999 (68.7%)
followed by $35,000-$49,999 (50%), less than $25,000 (47.5%), $50,000-$74,999 (35.7%) and finally $100,000
 and up (16.6%). Those who make $100,000 and over were most likely to hear of a nonprofit through word of
mouth (41.6%) followed by $50,000-$74,999 (35.7%), $25,000-$34,999 (25%), less than $25,000 (22.5%) and
$35,000-$74,999 (8.3%). Those who make $50,000-$74,999 are more likely to hear about nonprofits through
print media (21.4%), followed by those who make $35,000-$74,999 and $100,000 and up (16.7% each), $25,000-
$34,999 (6.2%) and less than $25,000 (10%) hear about nonprofits through events. Similarly, only those who
make $35,000-$49,999 (8.3%) and make less $25,000 (15%) hear about nonprofits through their websites. Those
who make $100,000 or more are at least twice as likely to hear about events through some other means (16.7%)
than all other income brackets.

RQ:3 What are you most likely to donate?

Out of those surveyed, almost half are most likely to donate money (46%) followed by time (25%) and
supplies/clothing (21%), expertise and information (6%) and other responses (2%).
Men (52.1%) are more likely to donate money than women are (41.5%). Women (26.4%) are more likely
to donate supplies/clothing than men (15.22%). Other options of donations are similar for men and women.
Those who are most likely to donate time are those 25-34 (33.3%) followed by 45-54 (31.2%), 18-24 (23.1%)
and 65 and older (16.7%). There is a steady increase for those who are most likely to donate money from 18-24
(38.4%) to those 65 and older (66.7%). The only group who is most likely to donate expertise/information are
those ages (25-34%). Ages 18-24 are the most likely to donate supplies/clothing (33.3%) followed by 65 and up
(16.7%) and 25-34 (11.1%). The group 45-54 (0%) was too small to be statistically valid. All other groups were
also too small to be statistically valid and were not analyzed in the data.
Those who are most likely to donate time are those who make $35,000-$49,999 (41.7%) followed by
$50,000-$74,999 (28.6%), less than $25,000 (27.5%), $100,000 and over (16.7%) and finally $25,000-$34,999
(12.5%).
 The most likely to donate money are those who make over $100,000 (66.7%) there is no difference between
the other income groups other than those who make $35,000-$49,999 (16.7%). There are no income groups
who are most likely to donate expertise/information that are statistically valid. Therefore, none were analyzed.
Those who are most likely to donate supplies/clothing are those who make $35,000-$49,999 (33.3%) followed by
$25,000-$34,999 (31.2%), less than $25,000 (20%), $50,000-$74,999 (14.2%). Those who made over $100,000
(8.3%) was too small of a group to be considered statistically valid and was not analyzed.
For individuals who do not have any dependents under the age of 18 living in their home, they are most
likely to donate money (44.4%) followed by time (27.1%) and supplies and clothing (22.2%). Expertise (4.9%)
and other (1.2%) were too small to be statistically valid.

RQ4: How often do you volunteer for nonprofits?

The greatest number of respondents are most likely to volunteer once a year (34.3%) for nonprofits, fol-
lowed by those who volunteer never (32.3%) and quarterly (16.1%). Those who volunteer monthly (8.1%) and
weekly (9.1%) were too small to be statistically valid and were not analyzed in the data.
Men are more likely to volunteer never (46.7%) while woman are only 20.7 percent likely to never volunteer.
Women are almost twice as likely (20.7%) to volunteer quarterly than men (11.1%). Women are likely more
likely to volunteer monthly (13.2%) while men almost never volunteer monthly (2.2%). Neither men (8.8%) or
women (7.5%) are likely to volunteer weekly and the percentage is too small to be valid and therefore was not an-
alyzed in the data. Those who are most likely to never volunteer for nonprofits are those who are over 65 (41.6%)
while those who are least likely to never volunteer are those 25-34 (27.7%). Those who are 25-34 (44.4%) are
most likely to volunteer once a year while those 44-54 (12.5%) are least likely. Ages 18-24 are most likely to
volunteer quarterly (23.1%) followed by 25-34 (22.2%). Ages 45-54 (6.3%) and over 65 (0%) were too small to be
statistically valid.
Those who are most likely to never volunteer are those who make $25,000-$34,999 (40%) followed by
$100,000 and over (33.3%), $50,000-$74,999 (28.6%) less than $25,000 (40.0%). Those who make $50,000-
$74,999 (50%) are about three times as likely to volunteer once a year than those who make over $100,000
(16.7%). There are only two groups who are statistically valid for those who volunteer quarterly, less than$25,000
(27.5%), $35,000-$49,999 (25.0%). There are also only two groups that are statistically valid for those who volun-
teer monthly, less than $25,000 (10%) and $25,000-$34,999 (13.3%). Those who make over $100,000 (41.7%) are
the most likely to volunteer weekly while $50,000-$74,999 (14.29%) are least likely. All other groups are statisti-
cally invalid.
For respondents who had no children under the age of 18 in their home, they were most likely to volun-
teer once a year (37.5%) and least likely to volunteer quarterly (18.7%). Monthly (5.0%) and weekly (6.3%) were
too small to be valid.

RQ5: Do you think that there are enough services available to the homeless of
Whatcom County?
The largest group of respondents believed that there are a few services available to the homeless but there
could be more (47.9%) followed by those who do not believe there are enough (33.7%) and those who believe
there are adequate services (12.2%). Those who believe there are too many services (2%) or other answers (4.1%)
were too small to be statistically valid and were not analyzed in the findings.
Female respondents (60.4%) believe almost twice as much as male (34.8%) that there are a few services available
to the Bellingham homeless but there could be more. There was no difference between men and women answer-
ing that there is not enough services. Male respondents (15.2%) are almost twice as likely as female respondents
(9.4%) to answer that there are adequate services. Those male (4.4%) and female (0%) who believed that there
are too many services are too small to be statistically valid.
Answers steeply increase for those who believe there are not enough services from 18-24 (23.1%) to over
to over 65 (66.7%), with the exception of 45-54 (18.7%). Those who believe that there are a few services but
there could be more steadily decreases form 18-24 (56.4%) to over 65 (16.7%). The only valid answer for ad-
equate services are those 18-24 (12.8%) and 45-54 (31.2%). There are not enough answers to make too many
services statistically valid.
There is a steady increase from those who believe that there are not enough services from those who
make less than $25,000 (22.5%) to those who make $50,000-$74,999 (50%). However, with the exception of
those who make over $100,000 (25%). Those who most likely believe that there are some services but there
could be more are those who make less than $25,000 (62.5%) followed by $35,000-$49,999 (58.3%), $25,000-
$34,999 (43.7%), $50,000-$74,999 (35.7%) and finally over $100,000 (25%). The greatest number of those who
believed there were adequate services are those who make over $100,000 (33.3%) followed by those who make
$25,000-$34,999 (18.75%) and $50,000-$74,999 (14.3%). The other groups were too small to be statistically val-
id. No groups who believed there were too many services were large enough percentages to be statistically valid
and were not analyzed in the data.
Of respondents who did not have any dependents under the age of 18 in their house, 50.6 percent of
them believed that there are a few services but there could be more, followed by those who answered there aren’t
enough (33.3%). All other options were not statistically valid.

RQ6: In your opinion, who should be responsible for the care of Bellingham’s
homeless?
Overall, respondents believed that the government should be responsible for the care of Bellingham’s
homeless (46%) followed by nonprofit organizations (32%) and other (13%). All other answers were too small
and statistically invalid.
There were no differences between who male and female respondents believe should care for Belling-
ham’s homeless.
Respondents who were over the age of 65 (66.7%) were more than twice as likely to believe that it is gov-
ernment’s responsibility than those who are 45-54 (25%) followed by 25-34 (38.9%), 18-24 (46.1%). Those 18-24
(46.2%) are more likely to believe it is a nonprofit organization’s responsibility to care for the homeless, followed
by 25-34 (38.9%), 45-54 (18.7%), over 65 (16.7%). Religious organizations, private citizens and no one were all
to small to be statistically valid and were not analyzed in the data. Those who are 25-34 (11.1%), 45-54 (31.3%)
and over 65 (16.7%) believe that some other group should care for the homeless.
Those who make $50,000-$74,999 are most likely to believe that government is responsible for the care
of Bellingham’s homeless, followed by those who make less than $25,000 (50%), $100,000 and over (41.7%),
$35,000-$45,999 (33.3 %) and $25,000-$34,999 (31.3%). Those who make less than $25,000 (35%) believe that
it is nonprofit organization’s responsibility preceded by $35,000-$49,999 (33.3%) and $25,000-$34,999 (56.3%).
Those who made over $100,000 (8.3%) and $50,000-$74,999 (0%) are too small to be statistically valid. The
greatest group of those who believed another answer was the solution was those who made over $100,000
(33.3%) followed by $50,000-$74,999 (14.3%) and $25,000-$34,999 (12.5%).
The largest group of respondents who did not have any children under 18 in their home believed that
government (48.15%) was the answer followed by nonprofit organizations (32.1%) and other answers (12.4%).

RQ7: How often do you see homeless youth (~24 and under) in Bellingham?
Overall, the largest group were those that see homeless youth now and again (43.9%) followed be those
who see homeless youth weekly (26.5%), never (15.3%) and everyday (14.3%).
There were no differences between female and male respondents who never see homeless youth or see them
everyday. Female respondents (52.8%) were more likely to see homeless youth now and again than male respon-
dents (32.6%). Male respondents were more likely to see homeless youth (34.8%) weekly than female respon-
dents (18.9%).
There were no differences among different age groups for respondents who never saw homeless youth in
Bellingham. However, 44-54 (6.3%) were too small of a group to be statistically valid. The group that is most
likely to see homeless youth now and again are those 18-24 (56.4%) followed by those over 65 (41.7%), 25-34
(38.9%) and 44-54 (37.5%). Those who are 44-54 (43.8%) are four times as likely to see homeless youth weekly
than those 18-24 (10.3%). Those over 65 (41.7%) see homeless youth weekly and 25-34 (16.7%). Ages 25-34
(27.8%) see homeless youth daily followed by 18-24 (15.4%) and 44-54 (12.5%), no one over the age 65 said they
saw homeless youth everyday, making the over 65 group statistically invalid.
There is no difference between income for those who never see homeless youth, with the exception of
$35,000-$49,999 (8.3%) as the answers are too small to be statistically valid. The number of respondents who
see homeless youth now and again slowly decreases from less than $25,000 (57.5%) to $50,000-$74,999 (21.4%).
However, those who make over $100,000 increase back up to 25 percent. Those who see homeless youth weekly
increase from those who make less than $25,000 (15%) to those who make over $100,000 (50%) with the ex-
ception of $25,000-$34,999 (6.3%). Those who are most likely to see homeless youth daily are those who make
either $25,000-$34,999 (25%) and $35,000-$49,999 (25%) followed by $50,000-$74,999 (14.29%) and finally, less
than $25,000 (10%). Those who make over $100,000 (8.3%) were too small to be statistically valid.
Respondents who did not have any children living in their home were most likely to see homeless youth
now and again (45.7%) followed by weekly (22.3%), never (17.3%) and daily (14.8%).

RQ8: How much do you know about Northwest Youth Services?

The majority of the respondents (52%) had never heard of NWYS, followed by those who know their
name but not their services (31%) and those who are familiar with what they do (12%). Those who were in-
volved (5%) were too small to be statistically valid and were not analyzed in the findings.
Male respondents were more likely to not know about Northwest Youth Services (67.4%) than female respon-
dents (39.6%). There were no differences between male and female respondents when for those who knew of
NWYS’s name and those who were familiar with their work. Neither were statistically valid when it came to
being actively involved with NWYS.
There is no difference between who has not heard about NWYS among different ages. The age group that
is mostly likely to know of their name but not their services are those 25-34 (44.4%) followed by 45-54 (31.3%),
over 65 (25%) and 18-24 (23.1%). There is no difference between the different age groups and their familiarity
with NWYS. However, ages 25-34 (5.6%) was too small of a number to be statistically valid. No age groups who
were involved (staff, volunteer, have donated) were large enough to be statistically valid and therefore was not
analyzed in the data.
There was no difference among income groups for those who did not know about NWYS other than
$35,000-$49,999 (33.3%). The largest group who knew of NWYS name but not their services were those who
made $35,000-$49,999 (58.3%) followed by those who made less than $25,000 (32.5%), $50,000-$74,999 (28.6%),
$25,000-$34,999 (18.8%) and those who made over $100,000 (16.7%) were least likely. The group that is most
likely to know about NWYS are those who make over $100,000 (25%) followed by those who make under
$25,000 (15%) and $50,000-$74,999 (14.3%). Those who made $25,000-$34,999 (6.3%) and $35,000-$74,999
(0%) were too small to be statistically valid and were not analyzed.
Of the respondents who were surveyed and did not have children in their home, most of them had not
hear of NWYS (58.3%) followed by those who had hear of NWYS but did not know what services the provide
(27.2%) and those who were familiar with their services (12.4%).

RQ9: What services do you think that Northwest Youth Services provide?
The greatest number of respondents believe that NWYS provides general services for homeless youth
followed by no response/they didn’t know (24%), food and supplies (20%) and shelter (20%). Job support (9%)
was too small to be statistically valid and was not analyzed in findings.
There were no differences between what services male respondents and female respondents believed that
NWYS provided. However, men were less likely to think NWYS provided foo/supplies (13.1%) than woman
(24.5%). Women are also much more likely (11.3%) then men (4.4%) to believe that NWYS provides job sup-
port.
The age group most likely to not know what services NWYS provide are those over 65 (33.3%), followed
by 45-54 (31.3%), 18-24 (20.5%). The amount of 25-34 (5.6%) year olds who did not know whas services NWYS
provide was too small to be statistically valid and was not analyzed in the data. Those who are 25-34 (44.4%) are
the most likely to believe that NWYS provided general services for homeless youth, followed by 44-54 (43.8%),
18-24 (30.8%), 65 and up (25%). The largest group of those who believed that NWYS provides counseling ser-
vices are those 18-24 (28.2%) followed by those 65 and over (16.7%), 44-54 (12.5%) and 25-34 (11.1%). There
was no difference between age groups for those who believe NWYS primarily provide food and supplies, with
the exception of those 18-34 (28.2%). Those ages 18-24 (33.3%) are also the greatest group of those who believe
NWYS provides shelter followed by 45-54 (12.5%). Those 25-34 (5.6%) and over 65 (8.3%) were too small of
groups to be statistically valid and were not analyzed.
Those who made over $100,000 (50%) did not know or did not have a response, followed by $25,000-
$34,999 (50%), $50,000-$74,999 (14.3%) and less than $25,000 (12.5%). Those who made $35,000-$49,999 (0%)
were too small to be statistically valid. All answers for general services for homeless youth were similar with the
exception of $25,000-$34,999 (6.2%) which was too small to be statistically valid. The largest group of those who
believe NWYS offer counseling are those who make $50,000-$74,999 (42.9%) followed by those who make less
than $25,000 (17.5%) and $35,000-$49,999 (16.7%). Those who made over $100,000 and $25,000-$34,999 were
too small to be statistically valid. Those who make $35,000-$49,999 (41.7%) are the largest group of those who
believe NWYS offer food and supplies, followed by respondents who made less than $25,000 (25%), $50,000-
$74,999 (14.3%) and $25,000-$34,999 (12.5%). Those who made over $100,000 (8.3%) were too small of a group
to be statistically valid. Those who made $25,000-$34,999 (31.3%) were the largest group for those who believe
NWYS offers shelter. This is followed by those who make $50,000-$74,999 (28.6%), less than $25,000 (20%) and
$35,000-$49,999 (16.7%). Those who made over $100,000 were too small of a group to be statistically valid.
Of the respondents who did not have any dependents under the age of 18, the largest group believed that
NWYS provides general youth services (33.3%). This is followed by no answer (22.2%), shelter (22.2%), food
and supplies (20.1%) and counseling (13.4%).

RQ10: How did you hear of Northwest Youth Services?

Of the respondents, 52 percent of them had not hear of NWYS, the largest group of those who had hear
about NWYS heard about them through word of mouth (33.3%). All other groups were statistically invalid and
were not analyzed in the data print advertising (4%), website (1%), social media (8%) and other (2%).
The group most likely do no have hear of NWYS are those over 65 (58.3%) followed by 18-24 (56.4%),
45-54 (50%) and 25-24 (38.9%). All answers were similar among ages for those we have heard of NWYS from
word of mouth.
There were no differences among income levels for people who had not hear of NWYS other than
$35,000-$49,999 (25%). There were also no differences among the different income ranges for those who hear of
NWYS through word of mouth, other than those who made $35,000-$49,999 (66.7%).
Of the respondents who did not have any children under the age of 18 living in their home, most of the
respondents had not heard of NWYS (55.6%) followed by those who heard from word of mouth (33.3%).

Concluding Interpretations
I thought one of the most interesting things about the research was that people had either not heard
about NWYS at all or heard of them through word of mouth. However, respondents answered that they are most
likely to hear about a nonprofit through social media. I also found it interesting that the group that is least likely
to know about NWYS are those who are over 65. The over 65 group are the ones who are most likely to donate
money so I feel as though there is an opportunity to gain new funds by reaching this demographic. Part of the
campaign should be targeted towards the over 65 demographic. Because they are most likely to hear about non-
profits through print media (33.3%), we should add a print component into our campaign.
Overall, 46 percent of the respondents are most likely to donate money, followed by time (24.5%). We
should focus how to gain those funds while increasing the number of those who donate time. The largest group
of respondents say that they hear about nonprofits through social media. We should use social media as a tactic
to reach a new audience.
Respondents were all pretty equally divided about what services they believe NWYS provides, or simply
did not even know. Part of the campaign should help in clarifying what purpose NWYS exists to serve in or-
der to find volunteers and donors who potentially feel passionate about the services NWYS provide. Outreach
should not only be done for potential clients of NWYS, but also the general public so they feel informed in the
happenings of NWY?S. We can not expect donors to donate without knowing exactly what their donations are
going towards.
THANK
YOU
from

ROSEMARY & BIRCH PR