Hunger Ends with a Garden_________________________

Lea Rizzo, Valerie Taylor, Hannah Fiederer, Emmaleigh Bailey

7 October 2014Rewrite 1

Table of ContentsExecutive Summary.iiiBackground....4Key Publics........4Crisis Communication Plan.....15Conclusion...16Appendix A...xviiAppendix B..xviiiAppendix C.xixAppendix DxxiAppendix E...xxivAppendix F....xxv

Executive SummaryBackyard Blessings (BYB) is a nonprofit organization with a mission to help needy children in area schools by providing food for the weekend through a Friday backpack food program (Information Pamphlet, 2011). BYB provides food on a weekly basis for 575 students in four Walker County schools. The organization has a six member board of directors, an executive director and approximately 30 volunteers.BYB has a number of strengths. The organization successfully fulfills its mission statement and has a good relationship with donors and volunteers. The executive director, Leneda Jones, ensures that the organizations mission is achieved. BYBs relationship with local media is important in promoting the organization. BYB faces several threats. The organizations main problems are insufficient donations and people in the Walker County area being unware of the organization. BYB does not have a crisis communication plan or an established presence in social media. SpitFire Communications goal is to implement a communication plan. This plan will address the organizations issues with lack of awareness and too few donors. BYB will gain a more structured plan in communicating with its key publics. The total budget for this campaign is $500.

Planting SeedsEvery garden starts with seeds- heres BYBs story._______________________________________________________________________BackgroundBackyard Blessings (BYB) was founded in 2010 by Leneda Jones. BYB provides participating students with a bag of food discreetly placed in their backpack on the last day of the school week. Backyard Blessings currently serves 575 students. Jones created BYB after hearing stories from faculty members at Sumiton Elementary/Middle School (SEMS) about students who only received food on weekdays when they were served breakfast and lunch at school. The program began at SEMS, but has now expanded to include Cordova Elementary School, Memorial Park Elementary School and T.R. Simmons Elementary School. The board members, along with Jones, are the primary decision makers for the organization. However, they alone cannot do all of the work necessary to maintain BYB. Due to inadequate funds and a shortage of volunteers, BYB cannot afford to further promote the organization amongst Walker County residents. BYBs lack of community presence in Walker County largely contributes to the organizations funding problems.

Using the Right ToolsGardening tools have many purposes. Like these tools BYBs key publics are unique and messages must be tailored to fit each publics needs.Key PublicsStudents who need BYB share a functional output linkage as a result of the services they receive. Students are an aware public with low levels of constraint due to their knowledge of BYBs services. However, some students might have high levels of constraint because they are embarrassed. The organization tries to be discreet when giving out food but it does not get past the issue some people have with being charity cases. This may prevent students from using the program. Students are an information processing public with high involvement because they would go hungry without the program.Donors share an enabling linkage with the organization because they provide the necessary means that allow BYB to exist. Donors are an aware and information seeking public because they recognize the needs of the students and seek to donate to BYB. They choose to donate due to their high involvement and moderate level of constraint. However, donors experience some level of constraint because other causes compete for their funds. Donors are able to overlook this and donate.Volunteers share a functional input linkage with BYB. Volunteers offer time packing lunches, promoting awareness and raising funds due to their high involvement. Volunteers are aware of students needs and have moderate constraints because the time they can donate is limited. This allows them to recognize their own ability to improve the situation and seek out BYB to make a difference.Faculty of participating schools share a normative linkage because they have a shared interest and are highly involved in the childrens well-being. Faculty are aware and have low constraints. Faculty are important because they usually know which students are in need and can give out the applications for BYB. Faculty are information seeking because they realize that students tend to perform better in school if they are well-fed.Parents share a functional output linkage because they are indirectly benefiting from BYB services. Parents are information seeking and highly involved because they want to know what is being fed to their children. Parents are an aware public due to the information distributed to them by BYB about enrollment. They likely have a low degree of constraint because they allow their children to receive food that they need to be healthy.Media share a diffused linkage with BYB. They help spread BYBs message about reducing childhood hunger and alert audiences to what the organization is doing. Media are information processing and have high to moderate involvement. Their involvement allows them to have a low degree of constraint. Local media are highly aware because they often write about BYB. The Daily Mountain Eagle frequently runs articles about BYB. Media outside of Walker County could be aware or latent publics due to BYBs low impact. Other media in Walker County, such as the Walker County Area News, are not being properly utilized by BYB.

Watering the GardenGardens need water to survive similar to how non-profits need donors to flourish.DonorsThere is a need to connect with more donors as well as provide current donors with recognition. When a persons good deeds are recognized, individuals are more likely to repeat their actions. BYB relies on the two-way asymmetric model of communication, which emphasizes persuasion and interaction between the organization and donors. Objective: To increase donations by 5 percent by May 22, 2015 Last year $92,179 was donated. A 5 percent increase would be $4608.95 in donations.Strategy: Increase awareness in the community to create new donors while retaining the organizations existing donors Tactics: Arrange for a BYB representative to speak to prospective donors such as the Walker County Education Retirees Association (WCERA), local churches and county residents Indicate specifically how donations are used and how much money can feed a child for a specific amount of time Example: A weeks worth of services will be provided to a child in need for just $5. Utilize E-Newsletters to inform donors about upcoming events and provide them with a convenient way to donate to BYB BYB will use MailChimp.com to send monthly E-Newsletters to its subscribers BYB will send personalized thank you letters to those who donate. BYB should contact donors on the phone or in person. Have donor/volunteer appreciation receptions that will provide recognition for its donors, inform attendants about volunteer opportunities and help attendants understand BYBs financial needs. Post a feature story on the BYB website targeted towards donors that shows how students are benefiting from their donations. Evaluation Method: SpitFire Communications will examine past donations and make note of current donations until May 22, 2015.Research: Donors are the main source of funding for non-profit organizations. Experiments show that people donate or contribute more after experiencing face-to-face interaction (Kagel, J. H. & Roth, A. E., 1995). Organizations such as UNICEF and Doctors Without Borders provide a breakdown of donations (Vesterlund, L., 2006). This transparency will increase the likelihood of potential donors contributing. Sending out E-Newsletters will allow BYB to reach potential donors without additional cost to the organization. According to Wilson there is a high return on people opening the E-Newsletter. We took the language and the pictures from our mailings, put it into E-Newsletters and emails and we sent it to all of our donors. Within two hours we had raised $1,000 (Wilson, 2014).

Recruiting GardenersA garden needs people who are willing to work to help it grow. Volunteers put in time and effort to help BYB succeed.VolunteersVolunteers help the organization run efficiently. They have made it possible for BYB to provide food to students in the program every week. With the addition of new students enrolling in BYBs program, the need for volunteers increases. Creating awareness and using the right medium will increase the chances of recruiting more volunteers. The organization relies on the two-way symmetric model to communicate with volunteers. This model allows the organization to promote mutual understanding between BYB and its volunteers.Objective: To increase the number of volunteers who help pack food bags each Thursday from 30 to 40 volunteers per week by May 22, 2015Strategy: Reach out to the community to increase awareness of volunteer opportunities and inform people of why it is important that they volunteer Tactics: Hand out flyers at local high schools and colleges encouraging students to volunteer High school flyers will focus on how volunteering can help increase chances of college acceptance Target local colleges such as Bevill State through social media (Facebook and Twitter) List volunteer opportunities in church bulletins Social Media Coordinator, Blessings Bagger, Programs Assistant Post a feature story to the BYB website about volunteers packing lunches at schools.Evaluation Method: SpitFire Communications will keep track of how many volunteers are present each week using a sign in sheet. The reach of Facebook posts will be measured by Facebook. Research: Volunteers offer time packing lunches, promoting awareness and raising funds for BYB. It would not be possible for BYB to accomplish its mission without volunteers. According to Jenny Wilson, Director of Public Relations for Better Basics, volunteers have been significantly helpful to her organization (Wilson, 2014).

Nurturing the GardenFaculty recommend that children be enrolled in the program. By making these referrals, this public nurtures the children._____________________________________________________________________________FacultyFaculty notify BYB of students who are hungry and in need of the organizations services and give BYB applications to those students. BYB would like to see greater involvement from faculty. Increasing faculty participation would also mean increasing the number of volunteers and donations. One way to increase faculty participation is to hold a donation lottery. This will provide incentive. A BYB representative give an informative speech at a faculty meeting will increase faculty awareness and involvement. The organization uses the two-way symmetric model to communicate with faculty. Objective: Persuade eight teachers to donate or volunteer at least once before May 22, 2015. Strategy: Show faculty that they can easily make a difference by donating or volunteering. Tactics: Partner with participating schools and suggest teachers donate one hours salary every month to BYB If possible have a representative attend a faculty meeting to deliver a persuasive speech about getting involved with the organization Hold a donation lottery that rewards the winning faculty member with a prize donated by a local business. For every $10 donated, teachers names will be entered once Post a feature story on the BYB website about teachers who decide to donate or volunteer with the organization.Evaluation Method: SpitFire Communications will keep record of faculty members who donate or volunteer throughout the year.Research: Without awareness of a problem, nothing can be done to solve it. SpitFire Communications will provide incentives for faculty to become involved and donate to BYB through a prize lottery. Experimental research shows that a lottery will be more effective if it publicly benefits a charitable organization and if the prize is desired by the public (Morgan, J., & Sefton, M., 2000). Many online clothing companies hold similar giveaways that require a person to follow, like, and retweet the company and their products. These interactions are made public to the users friends and help build brand awareness for the company. BYB can accomplish the same thing by offering similar incentives.

Providing Exposure to the SunWithout exposure to the sun, a garden will not grow. Media expose unaware publics to information about BYB.______________________________________________________________________________MediaCurrently, the Daily Mountain Eagle is the only media outlet working with BYB. However, this is to be expected since the Daily Mountain Eagle is the main newspaper in Walker County. Although the Daily Mountain Eagle is a print publication, its articles are also posted on the papers website, which allows more people to view them. It is vital that BYB expands its media reach. Increasing the use of other media outlets will help produce more awareness of the organization, which will drive more donors and volunteers to BYB. The organization will establish relationships with other media outlets. These personal relationships will increase the likelihood of events being covered. BYB relies on the public information model and two-way symmetric model to communicate with the media. Objective: To increase the frequency that BYB is mentioned in the media from nine mentions per year to 30 mentions per year by May 22, 2015 Aim to gain coverage from at least two more news sources and receive coverage from each outlet at least 10 times per yearStrategy: Increase awareness within media outlets and persuade them to cover more stories about the organizationTactics: Target media such as Walker County Area News (100.1 FM), WalkerWeb.com and The Birmingham News, which includes AL.com and Birmingham Magazine SpitFire Communications recognizes that Walker County media is more likely to cover more news than Birmingham media. However, due to Birmingham medias reach, BYB will target both equally. Write news releases about BYB events TV, webpage, print media and social media Create a website and Twitter account for the organization so it can further connect with key publics Send feature stories about what the organization is doing to mediaEvaluation Method: SpitFire Communications will count how many times BYB appears in media and measure the amount of hits on its website, Facebook and Twitter.Research: SpitFire Communications will analyze each outlet and its public to find out what is considered newsworthy to them and craft media releases accordingly. Providing accurate and interesting information tailored to each medium and its public will increase awareness and coverage for BYB. These media releases will gain attention from media outlets because they remain the major source of content for journalists (Newsom, D., & Haynes, J., 2014). Creating a website for BYB will also increase coverage from news sources by providing information for story ideas (Newsom, D., & Haynes, J., 2014).

Tending to the Garden Parents have a responsibility to care for childrens needs just like a gardener must tend to the needs of the garden.________________________________________________________________________ParentsMany parents are unaware that without proper nutrition a child may struggle academically (cite Facebook page). They are also unaware that BYB offers services to help. Using a food drive will not only increase parents awareness, but it will also supply BYB with additional food to help feed students enrolled in the program. Parents communicate with the two-way symmetrical model.Objective: To persuade 25 percent of parents whose children attend participating schools to donate at least one non-perishable food item by May 22, 2015. There is a total of 2,221 students in participating schools, so the organization should receive at least 500 individual food itemsStrategy: Provide parents with pamphlets which will be sent home from school with their children. These will include information on how parents can donate to BYB. Tactics: Send home pamphlets that include statistics about hungry children in low-income families and a list of needed food items for BYB Include food insecurity rates for Alabama (18.6 percent) and Walker County (15 percent) (Feeding America, 2014) Organize a food drive through schools, asking families to donate at least one non-perishable food item Send a BYB representative to PTA meetings to give a speech that will spread awareness and encourage parents to donate and volunteerEvaluation Method: SpitFire Communications will track how many items are donated.Research: Parents are the main source of a childs well-being. Children who receive sufficient and nutritious food experience positive physical and mental growth. However, the food insecurity rate for Alabama in 2012 was 18.6 percent. Walker County reported a food insecurity rate of 15 percent and 10,040 food insecure people (Feeding America, 2014). Presenting this information to parents will lead to an increase in food item donations for the food drive and other events in the future.

Watching the Garden GrowWhen properly fed, students can thrive just as a garden would with proper care.________________________________________________________________________StudentsStudents are the reason why BYB exists. Although there are a large number of students using BYB, other students in need may resist enrolling due to embarrassment. Reaching out to these students and working to change the stigma towards receiving help will ensure that all students in need receive food. The organization relies on the two-way asymmetric model of communication. Under this model, BYB communicates with students when the organization is distributing food bags. However, students do not have an equal opportunity to communicate with BYB.Objective: To enroll 10 percent of students who need the program and are not currently enrolled by May 22, 2015 There are 377 students who are eligible for free lunch and not enrolled in the program. Success would mean enrolling 38 new students.Strategy: Change students negative feelings toward poverty and accepting helpTactics: Work with participating schools, if possible, to organize a school assembly where a BYB representative will speak to students about the importance of the program and how it helps other students Organize a Chik-fil-A night in which a percentage of proceeds go to the organizationEvaluation Method: SpitFire Communications will keep record of how many new students enroll in the program.Research: In Alabama 392,000 children receive their meals through food stamps (Feeding America, 2014). Many students who are not currently enrolled in BYB services feel embarrassed to admit they do not receive enough food. Speaking to students about those in similar situations will help to ease negative feelings about asking for help. Companies who embrace social responsibility can also help. Chick-fil-A holds spirit nights where a percentage of earnings goes towards a certain organization or cause. They give more than $68 million in contributions to over 700 educational and charitable organizations (Chick-fil-A, 2014). Keeping out the WeedsAn unexpected crisis can hurt an organization just as weeds can ruin a garden.________________________________________________________________________Crisis Communication PlanA crisis communication plan is essential for any organization and BYB currently lacks crisis planning. To develop a crisis communication plan, SpitFire Communications will work with BYB to determine what situation would be considered a crisis for the organization as well as design responses, initial and long-term, to different types of crises. An important element of the plan would be to go over potential reputation repair strategies. Research: As W. Timothy Coombss Crisis Management and Communications states, While crises begin as a negative/threat, effective crisis management can minimize the damage and in some case allow an organization to emerge stronger than before the crisis. But no organization is immune from a crisis so all must do their best to prepare for one. Establishing a crisis communication plan will allow BYB to be ready when a crisis arises. Anything can happen. However unexpected, the sad truth is that most crises are not wholly unpredictable. Perhaps even sadder is the fact that many, if not most, are avoidable (Guth, D. & Marsh, C., 2011).

Admiring the GardenWhen messages are communicated effectively and objectives are carried out successfully, the organization will grow into something beautiful.______________________________________________________________________________ConclusionBYB would not be able to achieve its mission without the help from its key publics: donors, volunteers, media, faculty, parents and students. Each key public plays an important role in helping the organization operate efficiently. Donors and volunteers provide BYB with the funds and the physical labor that goes into helping these students. Media help raise awareness about the organization and faculty inform BYB of students in need of the program. Parents allow their children to use BYBs services. These children provide the reason for the organizations existence. This proposal will help BYB reach each of its key publics and ensure that every Walker County child in need receives BYBs services.

Appendix ABudgetITEMUSEQUANTITYCOMPANYCOSTFUNDING

FlyersVolunteerOpportunities645Vals Print & Copy, Inc.

$90Donations

PamphletsAbout BYB/List for Food Drive2,221Vals Print & Copy, Inc.

$280Donations

WebsiteEasy access to BYBs Information1SpitFire CommunicationsFREE___________

Mailing ListIncrease Donations/Volunteers

1

MailDirect.com

$10.50

Donations

PostageFor mailings2 rolls of 100 stampsUSPS$90*Donations

EnvelopesFor mailings500BozemansFREECompany Donation

E-NewslettersIncrease Donations/Share Volunteer Opportunities

One per month

MailChimp.com

FREE

___________

Food ItemsVolunteer Appreciation Reception13 food itemsWal-Mart$36Donations

VenueVolunteer Appreciation Reception1(local church)FREE___________

Total Budget: $506.50Appendix BBudget Research BibliographyMailChimp.com (2014, September 26). E-Newsletter Estimate. http://mailchimp.com/pricingUnited States Postal Service. (2014, September 20). Postage Estimate. https://www.usps.comVals Print & Copy, Inc. (2014, September 24). Telephone Interview. Flyer and Pamphlet Estimate.Wal-Mart. (2014, September 26). Food Estimate. http://www.walmart.com

33

Appendix CCalendarOCTOBER 2014SundayMondayTuesdayWednesdayThursdayFridaySaturday

1

2

3Begin writing speeches for faculty meeting, PTA meeting, Donor Reception and prospective donors4

5

6

7Proofread and edit speech drafts8

9

1011

1213

14Send final draft of speeches for approval1516Begin writing feature stories for media, faculty, donors and volunteers1718

192021Proofread and edit speech drafts22

23Create an E-Newsletter to send to donors and volunteers2425

2627282930Send final draft of feature stories for approval31

NOVEMBER 2014SundayMondayTuesdayWednesdayThursdayFridaySaturday

1

2

3Create, proofread and edit crisis communication plan4Draft plan for pamphlets

5

6Send final draft of crisis communication plan for approval

7Contact BYB executive director and board of directors to discuss crisis communication plan8

910

11Send final draft of pamphlets for approval 12

13

14

15

1617

18Develop social media plan to target Bevill State Community College students19

202122

23242526272829

30

DECEMBER 2014SundayMondayTuesdayWednesdayThursdayFridaySaturday

12Plan faculty donation lottery34Contact businesses for lottery prize5

6

7

8

9

10

11

12

13

1415

16Contact school administrators to plan attending a PTA meeting and/or faculty meeting

17

18

19

20

2122

2324

25

2627

28293031

JANUARY 2015SundayMondayTuesdayWednesdayThursdayFridaySaturday

1

2

3

4

5

6Launch BYB website7

8Plan food drive with participating schools9

10

1112

13Write press release for Chick-fil-A night14

15

16

17

1819

20Write press release for Donor/Volunteer Reception21

22

2324

25262728293031

FEBRUARY 2015SundayMondayTuesdayWednesdayThursdayFridaySaturday

123Designate social media coordinator45Speak to participating schools to arrange an assembly (if possible)6

7

8

9Plan annual Donor/Volunteer Reception to be held in March10

11Gather contact information of donors/volunteers for the reception

12

13

14

1516

17Send out invitations to Donor/Volunteer reception18

19

20

21

2223

2425

26

2728

MARCH 2015SundayMondayTuesdayWednesdayThursdayFridaySaturday

123Create a BYB Twitter account45

6Host Donor/Volunteer Reception7

8

9

10Create flyer to be distributed at local high schools11

12

13

14

1516

17

18

19Arrange for volunteer opportunities to be listed in local church bulletins20

21

2223

2425

26

2728

293031

APRIL 2015SundayMondayTuesdayWednesdayThursdayFridaySaturday

12

3

4

5

6Announce faculty donation lottery to teachers/administration7

8

9

10

11

1213

14

15

16

17

18

1920

2122

23

2425

2627282930Begin evaluations

Appendix DInterview NotesInterviewer: Emmaleigh BaileyInterviewee: Jenny Wilson, Director of Public Relations for Better Basics

What tactics have you used to attract donors?Each year Better Basics (BB) put together a development plan and breaks down its approaches by different types of marketing. It has about 5 or 6 different approaches and under each approach it tiers out for demographics. Each month it sends out E-Newsletters using a free site called MailChimp.com. According to its Director of Public Relations, Jenny Wilson, Better Basics gets a high return on people opening it. BB includes a donate button in the E-Newsletter, and people will click on it and donate then. Wilson recalls that BB raised $1,000 within two hours through their E-Newsletter. BB also uses mailings, which is like a letter, and mails it to anyone that attends to its events or who has donated in the past. Wilson used this tactic when she worked for the Humane Society. She purchased a mailing list of people within a certain salary range and who had dogs in their house. She sent them a specific letter with pictures to each household, exposing them to the Humane Society. Sending out mailings was successful for bringing in more volunteers and donors for the organization.When BB receives a donation in the mail, Wilson makes sure to write them a letter within 48 hours. A week after the letter is sent, Wilson calls the donors to thank them for their recent donation. Within two to three weeks, depending on when the board meets, Wilson hand writes the addresses on notecards and hands them to the board members and they write thank you cards. According to Wilson, This tactic has been successful.

What tactics have been successful in recruiting volunteers?BB writes a number of grants, and that is one way it builds relationships with corporations. Through grant writing it develops relationships, not just for funding, but also for volunteers. An example Wilson used was with the Junior League of Birmingham. With all of the grant proposals, you have to actually have a component of volunteers. Your proposal includes a request for x number of volunteers for x number of hours. So thats a combination request. Wilson explained.Twice a year BB holds volunteer appreciation receptions. It thanks its donors, tells volunteers about other programs that they may not volunteer for and helps them understand the organizations financial needs. Volunteers are already invested, but many do not donate. Wilson clarified it was not necessary to spend much on this event, and that Backyard Blessings could have its staff bake cookies and have lemonade. If an organization has a specific need for a volunteer or a financial need, Wilson suggested utilizing local resources like Young Professionals of Birmingham. Its a professional group for networking. They have a large diverse base of people that follow them. You can shoot them an email and tell them specifically what youre looking for and ask if they wouldnt mind letting their group know. Theyll send out a blast on their Facebook page or email contacts. she stated. She also suggested looking into other resources like the Chamber of Commerce or local Leadership Classes. Each county typically has a Leadership Class. For example, Leadership Shelby County or Leadership Birmingham. Wilson has found these resources to be helpful.Appendix ESeptember 6, 20143:30pm 6:00pmGroup Meeting

September 7, 2014Individual WorkHannah Fiederer (9:00 p.m. 10:00 p.m.)Valerie Taylor (2:00 p.m. 3:00 p.m.)Lea Rizzo (7:30 p.m. 8:30 p.m.)Emmaleigh Bailey (6:00 p.m. 7:00 p.m.)

September 15, 20145:30 p.m. 8:00 p.m.Group Meeting

September 16, 20147:30 p.m. 10:00 p.m.Group Meeting(Emmaleigh, Lea, and Valerie)

September 22, 20146:30 p.m. 9:00 p.m.Group Meeting

September 24, 20143:00p.m. 6:00 p.m.Group Meeting

September 28, 201411:00 a.m. 5:00 p.m.Group Meeting

September 29, 20145:00 p.m. 10:30 p.m.Group MeetingTotal Hours: 29

Appendix FAnnotated BibliographyInterviewsJones, L. (2014, January 22 and March 3). Interview by L. Rizzo [Personal Interview]. Leneda Jones: Executive director. Jones discussed the organizations history, how they raise program awareness and the organizations mission and goals. In the second meeting Jones discussed the organizations ethics, how money is distributed amongst the schools and how many students the organization provides food for.Wilson, J. (2014, September 26). Interview by E. Bailey. [Personal Interview].Jenny Wilson: Director of Public Relations for Better Basics. Wilson provided an overview of the tactics she uses to attract volunteers and donors, what has worked and what hasnt worked, and provided feedback on tactics being used for Backyard Blessings.PrintBackyard Blessings. (2013). [Handout]. Food items needed list. Backyard Blessings hands out this list with what food items the organization needs.Backyard Blessings. (2011). [Brochure]. Information pamphlet. Backyard Blessingss mission statement is listed in the information pamphlet. Guth, D. & Marsh, C. (2011). [Book]. Public Relations: A Values Driven Approach (5th ed., p. 366). The authors explain the importance of a crisis plan and how most crises can be avoided with proper planning.Kagel, J. H., & Roth, A. E. (1995). [Book]. The handbook of experimental economics. (p. 111-194). Princeton, N.J: Princeton University Press. The authors discuss motivation to donate or give to organizations based on certain interactions.Morgan, J., and Sefton, M. (2000). [Journal]. Funding Public Goods with Lotteries: An Experiment. Review of Economic Studies. This experiment explains why people participate in lotteries.Newsom, D., & Haynes, J. (2014). [Book]. Public Relations Writing: Form & Style (10th ed., p. 161 and 193). The authors indicate the way Facebook measures post impressions (p. 161) and include how journalists receive information for their articles (p. 193).Vesterlund, L. (2006). [Book]. The Nonprofit Sector: A Research Handbook (2nd ed.). New Haven: Yale University Press. Vesterlund discusses actions organizations take to motivate people to get involved or give to the organization.WebAmerican Fact Finder. (2014, September 15). [Web Page]. American Fact Finder. Retrieved from http://factfinder2.census.gov/faces/nav/jsf/pages/community_facts.xhtml. American Fact Finder lists the average income for Walker County Residents and the percentage that is below poverty level. Chick-fil-A. (2014, September 21). [Web Page]. Social Responsibility. Retrieved from http://www.chick-fil-a.com/Company/Responsibility-Overview. Chik-fil-A discusses how they are socially responsible and ways they donate to organizations.Daily Mountain Eagle. (2014, September 15). [Web Page]. Daily Mountain Eagle. Retrieved from http://www.mountaineagle.com. This page contains all BYB posts that have been made in the past year.Dollar, R. Department of the Treasury, Internal Revenue Service. (2014, March 3). [Web page]. Form 990 ez. Retrieved from website: http://citizenaudit.org/271490669/. Backyard Blessingss 990 form from the 2011-2012 tax year that includes expenses and revenue.Feeding America. (2014, September 20). [Web Page]. Map the Meal Gap. Retrieved from http://feedingamerica.org/hunger-in-america/hunger-studies/map-the-meal-gap.aspx. An interactive map provides data on food insecurity in the United States.Ivey, K. Office of the Lieutenant Governor. (2014, February 20). [Web page]. December 2012 column: End child hunger in Alabama. Retrieved from website: http://ltgov.alabama.gov/PR/PressRelease.aspx?ID=7458&t=28. Lieutenant Governor Kay Iveys monthly column for December 2012 discussed the End Child Hunger in Alabama campaign that the Auburn University Hunger Solutions Institute was preparing to roll out.Local School Directory. (2014, September 15). [Web Page] Local School Directory. Retreived from http://www.localschooldirectory.com/. Local School Directory gives information about how many students attend each school and how many of those students are eligible for free lunch.Spotlight on Poverty. (2014, September 20). [Web Page]. Alabama. Retrieved from http://www.spotlightonpoverty.org/map-detail.aspx?state=Alabama. Spotlight on Poverty provides data on poverty rates, food insecurity, and participation in programs such as food stamps in Alabama.United States Census Bureau. (2014, September 15). [Web Page]. State & County QuickFact. Retrieved from http://quickfacts.census.gov/qfd/states/01/01127.html. The United States Census Bureau lists the Walker County median income and poverty level.