The Reunion Event

1
The Reunion Event Alternative Outreach
Strategies in Planning Community
Events Presented by Carolyn O.
Vazquez Community Affairs Gift of Hope Organ
Tissue Donor Network
2
Lets Go!

In order to get something that youve never
had.you must be willing to do something youve
never done before
3
Opportunity

• Raise awareness while providing an option to
  register.
• Promote our local transplant centers medical
  professionals.
• Testimonies and live interviews
• Utilize the support of local leaders to help
  promote donor registration.

4
Whats the Plan?

• After 10 years of event reviews, we see
  improvements that can be made to increase donors.
• Looking for a way to pull together 10 years of
  experience in an event that calls people to
  action.

• 10 Year Celebration of the Annual Gala
  event-milestone marketing
• The 2008 Gala weekend was the culmination of
  those learned experiences via the Reunion event

5
A Snap Shot

• THEN
• Jonathan, a 9-month old, needed a liver
  transplant his parents asked for help from Rev.
  Jesse Jackson and Bill Cosby.
• A national campaign helped locate a liver donor
  for Jonathan-giving him a second chance.
• That campaign also raised
• awareness across America-empowering communities.

• NOW
• Jonathan is currently leading a healthy and
  productive life.
• Starting his Senior year at Hampton University,
  hes studying to be a pilot.
• He continues to be an advocate for organ and
  tissue donation telling his story to help empower
  others.

6
Then..Now
7
We Dont Exist Alone

• We realized that we needed help to spread the
  message-Partnership.
• Opportunity to connect with 10 years of
  resources, supporters and contacts to help make
  things flow.

• Development of a planning committee that included
  members of local hospital transplant staff.
• Prepare for different levels/tiers to the
  event-were reaching the goal over time.

8
Goals of the Event

• 1 goal is to increase the number of registered
  African-American/Latino donors via this campaign.
• In achieving this goal we anticipate doubling our
  previous successful AATF donor drive.
• A partnership with the Chicago area transplant
  centers will help support the message to become
  an organ donor.

9
More Goals (contd)

• Utilize existing relationships with ministerial
  organizations, churches and civic/community
  groups to support the event.
• Provide a quality program that focuses on
  culturally specific awareness and outreach.

10
Community OutreachLocal Impact

• Develop Core messages
• Identify community allies
• Develop community educators to be deployed
  primarily in places of business, worship and
  social organizations.

• Targeted Audiences
• African-American/Latino
• Nxt Gen
• Faith based institutions
• Community organizations
• Supermarkets/Retail Outlets
• City Colleges

11
Media Outreach

• Monthly PR Functions
• news releases
• op-ed articles
• electronic press kits
• web site enhancements
• media pitching
• collateral material development

• New Media Resources
• video news releases
• PSAs
• text updates
• monthly internet updates via
• MySpace
• YouTube
• Facebook
• Blogs

12
I am. Are you?
13
www.IAmAreYou.org

• Purpose Using existing Resources
• Updates, events listings, media
• Registration
• Call to action for all campaign efforts
• User tools
• Web banners
• Tell a Friend
• Focus on New Media
• Internet
• Bloggers
• Next generation

14
Outcomes

• Increased awareness to a larger audience and
  integration into new media resources.
• Strengthen existing relationships with community
  organizations and medical partners.
• Development of culturally specific messages of
  support from leaders.
• Register donors at an event that reaches a
  variety of people in communities across Illinois.

15
Our new media platforms

www.IAmAreYou.org (www.DonateLifeIllinois.org) M
ySpace Facebook I am. Are you? blog Many
opportunities, one ultimate measurement Donor
registrations
16
Why the focus on new media

• Key message Re-register!
• Key opportunity Ease of online registration
• Key finding Young adults 18-21 among least
  likely to have registered, yet most supportive
• Potential for extensive reach
• Potential integration in all aspects of campaign
• Capability for immediate, specific and consistent
  tracking of all campaign efforts

17
Integrating traditional and new
Pitch traditional media Localize, publicize
www.IAmAreYou.org

• Advocates reach out
• Engage with traditional media letters to ed,
  online comments
• Organize new campaign efforts
• Personalize and localize

• Post traditional media to new media sites
• Bigger audiences
• Traditional media credibility, impact
• Call for commentary

Call to action Reunion Event

• Online communities engage
• Discuss, comment
• Forward, post to their communities
• Reach new advocates

18
Summary

• Dont try to reinvent the wheel-use existing
  resources
• Plan a multi-leveled approach to events-maximize
  opportunities
• If at first you dont succeedTry Again!
• Ask for helpcollaborateexplore partnerships

19
Questions Answers

• Thanks for the chance to share our story
• Feel free to contact me at cvazquez_at_giftofhope.org
  for more follow-up information or questions.
• Phone [phone]

20
Special Acknowledgements

• Mr. Jerry Anderson
• CEO, Gift of Hope
• Mr. Jack Lynch
• Director, Community Affairs
• Lou Ester Petty
• AATF President

• Priscilla Holliday
• AATF Communications Liaison
• AATF Chapter Directors
• Dolores Smith, Chicago
• Damarius Brooks, Central Illinois
• Pam Barber, Evanston
• Leisa Mitchell, North Shore
• Rosie Thomas, NW Indiana
• Deb Hill, South Suburban
• Valerie Charles, Western Suburbs
• Rockford Chapter the AATF Volunteer Membership