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Bags of Love
Situation Analysis
Mission
My client Bags of Love, a nonprofit organization based in Eugene, Ore. provides
necessities and comfort items to children who are in crises. The organization serves the EugeneSpringfield populations and partners with over 29 Lane County community agencies, which
reach 44 agency providers, to distribute the bags. Bags of Love aims to provide a sense of
security and hope among children, ranging from infancy to 17 years of age, who were removed
from crises such as abuse, illness, neglect, poverty and hunger. This charity organization
provides its own handmade quilts and bags, clothing, toiletries, toys and other items for these
children. The organization customizes bags for children based on their age and gender. Bags of
Love includes specific items to divert or distract children from the harmful or unfortunate
situations they have previously lived. The organization also has its volunteers quilt some items to
distribute, which help provide the children with more emotional and physical comfort.
External Environment
Nonprofit organizations have dedicated workers and volunteers who are passionate about
serving the missions to greater communities. A unique characteristic about nonprofit
organizations is that the people involved are willing to put in more time and effort than money to
complete their work. These people also carry the sense that the money should go to the
organization and the target audiences who it intends to serve. Another characteristic is that the
competition between financial and mission goals can create tension among organization leaders
who have different expectations for the organization. This characteristic can lead to an internal
threat. Although Bags of Love operates in Eugene, Ore., it also targets and impacts the
Springfield community, which is adjacent to Eugene. This city is home to the University of

Bags of Love
Oregon, which is a main attraction for visitors exploring the town or curious about the
atmosphere. According to QuickFacts the Eugene-Springville populations, which make up most
of Lane County, Ore., have an estimated population of more than 350,000 people as of 2013.
Some external factors such as economic, community and social can affect my clients
success in its overall goals. An economic factor such as financial restraints can limit the ability
for individuals of different income levels to donate money or purchase supplies for the cause
even if they support it through different means. For example, individuals who want to support
the cause but are unable to do so financially may give positive word-of-mouth to their friends
and family about the organization. If they are on a tight budget or have different financial
priorities such as spending money on supplies for their own families, then this economic factor
will have a definite significance on Bags of Loves success.
Individuals may prioritize what is worth spending on or donating to depending on their
financial situations and what is important to them. The latter also fits into the community and
social factor. They can hinder the success for my client as not only individuals can impact
donations, but also the overall attitudes and opinions of the individuals living in certain
communities. An example is that one community may be more participatory and enthusiastic to
give back to nonprofit or for-profit organizations than another community. The people living in
these communities can also share similar attitudes on giving back or be influenced by others. For
example, many individuals are curious about something or be more inclined to donate if they see
people around them do something beneficial for another organization, especially a nonprofit.
They essentially want to be part of the majority if they can contribute to its success.

Bags of Love
Business Analysis
Bags of Love competes with other nonprofit organizations in the Eugene-Springfield area
for volunteers, monetary and supply donations and public support. However, there are not many
organizations that have similar missions like Bags of Love, which targets infants, children and
adolescents. Though there are hospitals, shelters and programs focused on helping the same
demographic, there are no organizations that do what Bags of Love specifically provides for its
communities.
My client stands out among the rest of the nonprofit organizations despite how small it is
because of its unique distribution model, which is also one of its strengths. It is partnered with
over 29 agencies in the Eugene-Springfield area to distribute bags to and address the immediate
needs of the children across several communities. These agencies then directly serve the children
in need. Not only is Bags of Love serving the less fortunate, but it immediately serves infants,
children and adolescents who were living in harmful living situations and suffering from abuse,
neglect, illness, hunger and poverty. They were removed from these conditions; to some degree,
the children were also removed from their comfort and normalcy. One of Bags of Loves
strengths is its ability to provide a sense of security and comfort to these children through the
items that its volunteers collect and take the time to make. The thought and effort going into each
bag sets the organization apart from the others, which is one of the reasons why Bags of Love
has a strong partnership with the various agencies that it continues to maintain.
A threat to the organization is the competition with other nonprofit and for-profit
organizations, including community agencies. Individuals may have a familiarity or connection
with specific organizations that they might be more lenient in donating to than others. In
addition, not everyone may know about Bags of Love despite how many agencies and children it

Bags of Love
reaches. Due to these two threats, they present the organization with a lack of funding and
volunteers, which Bags of Love wants to increase. Although Bags of Love receives plenty of
help and support, it could always use more volunteers to customizesuch as hand-quilting or
crocheting itemsand distribute the bags to increase its community outreach, which is a
considerable factor to the organizations success.
Bags of Love has the opportunity to appeal to individuals and organization members who
are unfamiliar with its mission and the characteristics of the organization that sets it apart from
other nonprofit organizations. Bags of Love can take advantage of its unique characteristics that
already make it stand out from other nonprofit organizations in Eugene. In doing so, Bags of
Love can emphasize that it serves infants, children and adolescents with customized bags to
make them feel more comforted and secure. It can also emphasize that Bags of Loves volunteers
hand-quilt and hand-crochet bags, in addition to blankets, hats and other items on request. The
creativity and imagination of these items that volunteers can produce for the children make
people more interested in the organization and the mission that it strives to achieve.
Bags of Love can also present itself as an organization in need of more funding and
volunteers to reach more children. Bags of Love can say that it distributes about 100 bags to
children each month and that it is in need of more to help out its partnered agencies and the
children they provide for. Overall, the need versus supply aspect of how many children is in need
and what Bags of Love can provide could be an opportunity for the organization to change the
attitudes and opinions of the people it wants to target. This also presents an opportunity for Bags
of Love to become more creative in publicizing the organization and finding ways to gain
donations, funding and volunteers, which will always continue to be within the mission of its

Bags of Love
mission. In other words, in order to achieve Bags of Loves mission of expanding its community
outreach, it must meet these objectives.
The entire executive team of Bags of Love can be utilized as internal resources to
implement my plan. This team consists of Founder Di Barrong, Operations Director Rindy Hoag,
Executive Director Kathryn Gaines and Volunteer Coordinator Mary LeDoux. Their expertise
about the organization and knowledge about the Eugene-Springfield communities would benefit
the direction and implementation of my plan. The guidance of current volunteers and
organization members who work closely with the executive team would also be helpful in
implementing my plan. Although they may be internal resources, they can also give their
perspectives on its strengths and weaknesses based on what their friends, families and other
peoplesome external resourcesare saying. Thus I would be able to understand what works
and what needs improvement based on these resources experiences.
Target Audience
My target audience for the campaign plan is high-income individuals living in the
Eugene-Springfield communities. Specifically, they would be high-income individuals, such as
parents and organization members, in the Eugene-Springville area that are not as aware or
informed about Bags of Love. This group works as the target audience because they would be
more willing to donate money and supplies to various causes. However, there can be individuals
who fit in this group who may not be as easily convinced and choose to save their money or
spend it elsewhere. This demographic would also be more financially secure and capable to
donate to an organization like Bags of Love without having to worry so much about prioritizing
their spending.

Bags of Love
High-income individuals are more likely to be more educated, knowledgeable and
interested in nonprofits and the problems these organizations try to help, reduce and prevent.
This group would also express more interest in attending fundraiser events such as auctions or
dinners to raise money for organizations. In turn, high-income individuals have more direct
exposure with nonprofit organizations because they choose to attend events to donate and raise
awareness about the cause. These individuals direct exposure and contact with the organization
can influence their participation whether as a volunteer, supporter or as a donor. Overall, I would
specifically appeal to my target audiences goodwill and generosity to nonprofits, ability to learn
and understand the mission of organizational goals and their ability to engage and partake in
organizational events. I would also touch on the family and children aspect of Bags of Love,
which is a universal appeal. My target audience would have different interests but I would appeal
to individuals who are concerned with rates in poverty and homelessness as well as neglect,
illness, abuse and hunger.
Bags of Love operates in Eugene, Ore. and this presents an opportunity for the
organization to recruit a well-known opinion leader from University of Oregon to communicate
with my target audience. Past or present student-athletes from the universitys popular teams
such as football, softball or track would be encouraging opinion leaders in addition to highranking directors and board members. Student-athletes such as Marcus Mariota, Jordan Haysay
or Ashton Eaton would be influential in swaying individuals living in the Eugene-Springfield
area. My target audience would likely be familiar with the University of Oregons sports history
and the majority of this audience would be fans of the school.

Bags of Love
The Plan
Goal
One of the organizations main goals is to increase its community outreach through the
number of bags that it can provide for the children in the surrounding areas of Eugene. In order
to do so, I will carry this as part of my goal for my PR campaign. Ultimately, my goal is to
increase the number of bags for Bags of Love in about a month so it can reach more children in
the Eugene-Springfield communities. The success of the organization is largely based on how
many children it can provide for through its partnering agencies. Distributing more bags to these
children means that Bags of Love is gaining more supplies and funding through various
resources. I decided to increase the number of bags it can distribute in the time of one month so
that the organization can see what works or does not work in a short time period, depending if it
meets its goal. This time frame can also help determine whether the organization can reach its
objectives based on the previous month.
Objectives
My first objective for my campaign plan is to gain at least 50 new volunteers for the
organization in one month. I decided that an estimate of 50 new volunteers would be a
reasonable number for the organization to accomplish if they already receive an adequate number
of volunteers to create and distribute about 100 bags each month, which is stated in its
newsletters. The more volunteers that Bags of Love gains, the more likely that the organization
reaches more agencies, children and communities. My second objective is to also gain an
additional $16,000 in donations and supplies to double what the organization usually earns in one
month. In addition to how the organization operates to earn about $16,000 a month, my objective
could raise the total of donations and supplies to nearly $32,000. Providing a one-month time

Bags of Love
frame aids in the evaluation of my objectives based on the number of bags distributed and
volunteers gained in the previous month. This objective is more appropriate and reasonable to
accomplish based on the two strategies. I would also take into consideration the adequate
financial support and supplies that Bags of Love currently has. My objectives would supplement
the help and support that organization has today.
Theories
The framing and agenda-setting theories will be the foundation of my PR campaign plan
to accomplish my intended goal and objectives. The framing theory will guide my objectives
because the tactics to achieve these objectives will frame specific issues and news to influence
my target audiences thinking. The issues and news will relate to Bags of Love, its mission and
the young demographic that are or were living in harmful conditions. Framing these issues a
certain way can influence the audience and how they choose to process the information. The
framing theory is essential in highlighting themes, selecting facts and sources and choosing
certain words that would focus on Bags of Loves significance in the Eugene-Springfield
communities. Framing some of the communication tools based on pathos and logos, such as
helping and donating to children who are undergoing traumatic experiences, will benefit my
objectives. This theory may have the audience thinking differently about the issues and ideas
related to Bags of Love and possibly change their thoughts.
In relation, the agenda-setting theory is similar to the framing theory as it prioritizes the
issues and topics that our society should think and talk about. This theory will help my objective
because I would provide the media with communication tools so that the organization becomes
part of the media agenda and eventually the public agenda. Utilizing certain communication tools
will create more awareness for my client and have my target audience thinking about it more,

Bags of Love
especially if these tools could be dispersed to the media and at places where they could be seen.
For example, sending a pitch letter to a news producers or editors can create more publicity and
coverage for an event if they were interested. This also creates more awareness for the target
audience as this coverage sets an agenda for them to think or talk about it. The uses and
gratification theory would also be applicable as I would utilize several different media tactics to
reach out to my audience. High-income individuals are likely to watch television, read
newspaper or magazines and use social media to satisfy their cognitive and personal needs.
Strategy
Objective #1
My first strategy is to set up small stands at various locations with informational speakers
from the organization to encourage individuals to volunteer. These informational speakers would
raise awareness on volunteering, which increases Bags of Love opportunity to receive
volunteers. The reasoning behind this strategy is to raise awareness to individuals who are
unfamiliar about the organization and thus encourage them to look into what the organization is
about. The informational speakers would be Bags of Loves executive team members, volunteers
and anyone who is part of the organization. These speakers would discuss the organization,
explain its mission and goals and answer questions. The organization itself and the mission that it
stands for can encourage the target audience to become volunteers, think about the opportunity or
mention it to their friends and family. Individuals who walk up or are persuaded to the stand
could also bring the information home through the brochures and newsletter printouts that would
be distributed at the stands. Through this strategy, the speakers could convince individuals to
become volunteers on the spot or bring this opportunity to their attention.

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Bags of Love
Tactics
The first tactic is to distribute flyers in the Eugene-Springfield communities. They will be
distributed in areas that the target audience frequently visits and the areas where the speakers
would be on site. For example, this could be local organizations such as grocery stores, shopping
malls, libraries or recreation centers. Distributing these flyers not only at the locations that highincome individuals would visit, but also at locations that support local youth would benefit the
recognition for the informative speakers. This would also draw attention for Bags of Love before
the target audience would come into contact with the speakers. For those who do not come across
one of the flyers and are at one of the designated sites, there would be brochures and newsletters
for more information.
In addition to individuals who do not come across one of the flyers, they could read about
the informative speakers in a press release that I would supply to local newspapers, magazines
and radio. Some of these include The Register-Guard, Eugene Weekly, KUGN-AM and KPNW.
The last two are radio stations focused on news and talk to which the target audience would be
more likely to listen to. The press release would stress the importance of the organization and the
goal of the on-site speakers to accomplish. Seeing a press release in these news media
organizations could emphasize the goal of the organization as well as add credibility and local
support.
Strategy
My second strategy is to use an informal event to motivate the target audience to
volunteer their time. The event would be called, Volunteer Family Night, and high-income
individuals, more specifically parents and older adults, are encouraged to bring their families and
children. Similar to what Bags of Love has done in the past, individuals who sign up would

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Bags of Love
create and put together bags that could be ready for distribution. Food and drinks would be
served as well as games and music for entertainment. This event would be a bonding experience
for the families (community) and the Bags of Love organization. The reasoning behind this
strategy is to appeal to new potential volunteers and motivate them to attend the event as a
family. It would give them a brief experience of being a Bags of Love volunteer and possibly
encourage the target audience to return as one. The event would raise awareness and they would
spread the word to their friends and coworkers. This would also motivate the target audience to
bring their children so they can become volunteers early in life, especially for a cause that
supports local youth. The volunteer event would also increase the level of interest of not only
high-income individuals but also their families.
Tactics
My first tactic would utilize Bags of Loves Facebook to publicize the Volunteer Family
Night to its followers. The content would include details of the event and the need for new
volunteers and opportunities for volunteers. They could post about two or three times a week
leading up to the event. It would also be an appropriate platform for organization members to
respond to users and for users to contact the organization. For some people, this could be a better
option than emailing. The goal is to also have the Facebook likers and followers to share the
post as well as include a link to the organization on their own Facebook walls. These individuals
could stumble upon useful information and content that would convince them to volunteer. This
could increase the number of people reached and clicks on the link, which ultimately raises more
awareness for the event. If individuals write their own comments in the same post of sharing the
event, they could convince their Facebook friends to partake in a volunteer opportunity at Bags
of Love.

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Bags of Love
The second tactic would be to distribute flyers, which would follow the same method as
the first strategy. This tactic would complete the first one as it may reach individuals who do not
have a Facebook account, although they could hear about it from friends, family and coworkers
who do. However, flyers could be an extra precaution to ensure that individuals can still know
about the event regardless if they are on social media.
Strategy
Objective #2
My first strategy is to create a formal, one-time fundraising event, Golf for Hope, to
raise awareness, inform and motivate the target audience to donate to the cause that Bags of Love
supports. The event would cost about $100 to attend. In addition to golfing, there would be
music, wine and food. Bags of Love would set up a tent or booth to hold contests and hand out
prizes as well as items to auction, such as some quilted blankets, hats, scarves and gloves.
Members of the executive team would be on hand to discuss where the peoples money would
go. Donation boxes would be available for attendees who would also like to donate through
supplies and other necessities. The reasoning behind this strategy is to attract the target audience
to fundraise based on the goal of the event. This would then lead the target audience to do some
research on the organization that they may support and ultimately encourage them to attend the
event. Another goal of the event is to attract new, potential long-term donors so that they are
more willing to help the organizations cause in the future. This event would bring the mission to
their attention and influence their role in upcoming events and significance in funding.
Tactics
My first tactic would be to send a press release to relevant local newspaper and magazine
editors ahead for the event so that the event would be publicized on time. The press release

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Bags of Love
would discuss the importance and details of Golf for Hope, which would be a celebration event
for donors due to their contributions. It would also mention some background information of
Bags of Love. Specifically, I would send this to local newspapers and some television stations
such as The Register-Guard, Eugene Weekly, Eugene Daily News, KEZI and KVAL news. The
event would gain more attention from these media organizations and it could gain more traction
leading up to the event. Media organizations would give the event more credibility, which could
influence individuals to view the event with more significance.
The second tactic for my first strategy is to distribute flyers in the Eugene-Springfield
communities. They would be posted in public areas such as shopping malls (high-end) and
grocery stores that the target audience would frequent. The flyers would be posted in areas that
high-income individuals would shop at. Schools would also be another location to distribute
flyers, which could reach the parents of the students. The support of the schools could, again,
increase credibility and the importance of the event. This may have the parents looking further
into the event, which is supported by an organization that also supports some local schools that
their children may also attend. Another location would be local organizations, which could be the
workplaces of the target audience. This would increase the events visibility to the target
audience in all areas that could reach them directly or indirectlysuch as their childrens
schools.
Strategy
My second strategy is to also create an informal, month-long fundraising event to raise
awareness, create enthusiasm about the organization and create donation opportunities for Bags
of Love. This event, Made With Love, would feature crocheting and quilting classes three
times a week that would be open to the public. The classes would feature a mix of professionals

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and current volunteers who crochet and quilt items for the bags. It would cost money to attend
the classes. Again, donation boxes would be available to encourage donating supplies and other
necessities. The reasoning behind this strategy is to utilize one of Bags of Loves unique
characteristicsproviding hand-quilted and hand-crocheted itemsand attract individuals who
may be interested in learning how to do so. Not only would individuals would learn this new
hobby, but they would also help the organization in funding. The individuals may also quilt and
crochet items to later donate to Bags of Love. This event could also incite enthusiasm for
individuals who may be interested in helping the organization in a creative way.
Tactics
The first tactic is to send a press release to media organizations, similar to the ones used
for my previous strategies. I would send them to the same local newspaper and magazine editors
that I would contact for the Golf of Hope event. These include The Register Guard and Eugene
Weekly. It is possible that I would do one press release featuring both events to attract more
attention all at once. This press release would frame the need for Bags of Love to receive more
funding and why it is important for people to sign up for either or both events. However, if the
events were announced through separate press releases then the Made With Love event would
touch more on the opportunity to learn how to quilt or crochet items for personal use as well as
for a great cause.
The second tactic is to share links of the organizations newsletters on Facebook and to
mail out hard copies. Obtaining a mailing list of individuals comprising my target audience
would make the latter more possible to send those hard copies of the newsletters. The target
audience may not be aware of Bags of Love and sending these newsletters to them directly could
convince them of attending the event. Detailing the Made With Love event in the newsletters will

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reach people who already follow the organizations Facebook page and people who are unaware
of Bags of Love. Highlighting this event on the newsletterfront and centerwill draw
immediate attention to the event. The electronic newsletters could be shared on Facebook and
create positive word-of-mouth within the social media community. The hard copy of the
newsletter also allows individuals to share the details of the event in person, making it easier to
distribute the information.
Evaluation
Informative Speakers Stand
To evaluate the efficacy of the flyers, I would first determine the number of flyers that
were distributed around the Eugene-Springfield communities and tally how many individuals
walked up to the information stand based on the flyers referral to do so. The same evaluation
would also be applied to the press release. I would also have the informative speakers ask how
the individuals found out about the stand so they could determine which tactic was more
successful.
Family Volunteer Night
To evaluate the efficacy of Facebook and the flyers, I would also determine the number
of flyers that were distributed in the communities and tally the number of individuals or families
who attended the event. The online sign-up form will ask interested individuals how they
discovered the event with Facebook or flyers as one of the options. This would also provide
information in comparing which tactic would be more successful. The overall number of people
who visit the standpotentially becoming volunteersand attend the volunteer event, based on
the referral of the two tactics, would determine the success of the strategy and accomplishment
of my first objective.

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Bags of Love
Golf for Hope
I would evaluate the efficacy of both the press release and flyers by first assessing how
many media organizations covered the event and then assess the volume of responses from
potential attendees. I would also use the online sign-up form to determine how people heard
about the event. Magazines, newspapers, television and flyers would be some of the options.
Made With Love
I would evaluate the efficacy of the press release similar to how I explained it for the
Informative Speakers Stand and Golf for Hope events. The Made With Love event would also
require online registration and include a question asking how the individuals found out about the
event. Magazines, newspapers, television, Facebook and mail would be some of the options. This
would help me determine an approximate number of people getting their information from
certain communication tools. The feedback from the attendees and interested individuals would
be taken into consideration to evaluate their approval rating of these communication tools. The
overall number of people who attend both events, based on the referral of the two tactics, would
determine the success of the strategy and accomplishment of my second objective.

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Bags of Love
References
Allison, M. & Kaye, J. Eight characteristics of nonprofit organizations.
http://www.craig.csufresno.edu/servicelearning/Comm.%20partner
%20Section/Articles/Eight%20Characteristics%20of%20Nonprofit%20Organizations.pdf
Bags of Love. (2014). Retrieved from http://bagsofloveinc.org/
Bags of Love. (2014). Retrieved from https://www.facebook.com/BagsOfLoveEugene
Bags of Love. (2014). The NewsBag. http://myemail.constantcontact.com/Bags-of-LoveNovember-Newsletter.html?soid=1103359480095&aid=8KQdqJYXZNI
Communication Theory. (2010). Uses and gratification theory. Retrieved from
http://communicationtheory.org/uses-and-gratification-theory/
Mass Communication Theory. Framing theory. Retrieved from
http://masscommtheory.com/theory-overviews/framing-theory/
Nonprofit List. (2014). Eugene Oregon Non Profit Organizations. Retrieved from
http://www.nonprofitlist.org/OR/Eugene.html
Radio Locator. (2014). Retrieved from http://www.radio-locator.com/cgi-bin/locate?
select=city&city=eugene&state=or&x=0&y=0
United States Census Bureau. (2014). State & county quickfacts: Lane County, Oregon.
Retrieved from http://quickfacts.census.gov/qfd/states/41/41039.html

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