Exam 2

Question 1

• What is Media?

Answer 1

o Media is the communication outlets or tools used to store and deliver information or data. The term refers to components of the mass media communications industry, such as print media, social media, publishing, the news media, photography, cinema, broadcasting, and advertising. What is Media?
o The various ways through which we communicate in society.

Question 2

• Keywords

Answer 2

o	Mass media
o	Local media
o	Print media
o	Broadcast media
o	THE internet media
 They share stories, and you have a story to tell.

Question 3

• Set the stage

Answer 3

o	Read, listen and watch local media
o	Conduct quality programs
o	Pitch media worthy stories
o	Develop solid relationships BEFORE you need them
o	Tactfully correct errors
o	Be involved in the community
o	Keep a spare uniform in the closet
o	Be presentable

Question 4

• The Prologue

Answer 4

o	Know who is calling
o	Maintain control
o	Respect deadlines
o	Make the reporter’s job easy
	Be prepared
•	Do your homework
•	Create key messages
•	Know key points

Question 5

• The plot

Answer 5

o	The reporter’s role
o	The proper technique
o	Tell the truth
o	“Off the record” does not exist. 
o	Be proactive
o	Lead with the bottom lime
o	Be a broken record
o	Be short and sweet, then stop. 
o	Don’t babble
o	Dump the jargon
o	Summarize your thoughts
o	“Off the record” does not exist

Question 6

o Talk slowly, using the five C’s

Answer 6

	Speak with CONVICTION
	In a CONVERSATIONAL manner…
	While maintaining your COMPOSURE
	Be confident
	Be colorful

Question 7

o Potential comment pitfalls:

Answer 7

 Commenting without facts.
 Commenting without understanding the question
 Saying “no comment.”

Question 8

• The Epilogue

Answer 8

o Saying “thank you” is always appropriate
o Tactfully correct errors
o Life happens
o Learn from it.

Question 9

• Coding All Initiatives

Answer 9

o Coding money is how you tell the finance people where the money came from.
 Money collected from events, kettles, drives, donations, anything.

Question 10

• Keeping Your Donors

Answer 10

o New and Lapsed Donors (acquisition and reactivation)
o Multi Year Donors (bonding)
o Planned Giving and Major Donors (general donors, hi-value donors, major donors)

Question 11

• Fundraising As a Salvation Army Officer

Answer 11

• Coding All Initiatives
• Keeping Your Donors
• Communication with donors
• Corporate Engagement

Question 12

o Three big things to know when you first arrive to appointment:

Answer 12

 Who are your local corporate supporters?
 Who are our national corporate supporters?
 Who can I talk to?
• To be coordinated and not having three different people asking the same person for money.

Question 13

o Who currently supports your corps?

Answer 13

 Identify your current corporate supporters
 Introduce yourself and thank them for their recent support
 Who hasn’t supported your corps yet but has a presence in your community?
• Identify other local businesses in you community
• Create a prospect list

Question 14

o Who are our national corporate supporters?

Answer 14

 Walmart / Sam’s Club

 Macys, Kroger, Hobby Lobby, Walgreens, Jc Penney

Question 15

o Who can I talk to? Where is the company located?

Answer 15

o Local units- business, store of branch in your service area for partnership in your area
o Divisional HQ- Corporate or regional HQ is I your division
o Divisional & Territorial HQ- Corporate HQ is in another territory

Question 16

o Who can I talk to? Who is my contact?

Answer 16

o Local- if your corporate contact is local, you can explore local opportunities per the above
o Regional- If your corporate contact oversees a region larger than your area/division, include you DHQ and/or THQ CRD
o National- if your corporate contact oversees national programs, alert your DHQ and/or THQ CRD

Question 17

• Gift Planning

Answer 17

 Where your heart is
• Where your treasure is, there your heart will be also.
• People see the Army as family, and that’s why they want to give to us.
 Where your future is
• Planned gifts cover much of the retirement and health care costs for current and future retired officers.
 Who you gonna call?
• There is help at DHQ and THQ to get the money from people, when it is something that is above our pay grade.
• Your divisional gift planning team. Each division has a director, and there are 6 representatives, 9 coordinators.
• The directors have a certain number of visits they have to make with a corps officer/major donors.

Question 18

• Multi-channel approach

Answer 18

o Direct mail, a phone call, an email, and a social media post.
o Social media is another touch point to interact with the community.

Question 19

• Why use social media for fundraising?

Answer 19

o 1. Social media has an active, growing audience.
 Social media is always active, there is always someone online, ready to engage.
 You want to have a strategy for the most-used social media platforms FIRST
• Youtube, facebook, Instagram, twitter.
o 2. Social media allows you to connect with donors that you otherwise could never connect with.
 Can help you stay connected with areas that you might not otherwise be able to.
o 3. Social media allows you to communicate with your donors instantly.
 Snail mail is great, but social media is instantly.
 Quick, and to the point.
o 4. Social media can help you establish a far-reaching peer-to-peer network.
 Friends of friends of friends can help spread the message
o 5. Social media makes it easier for donors to connect with you.
 More people will now first go to your social media page before googling you to look up hours, programs and services offered.

Question 20

• Optimizing Social Media Fundraising Efforts

Answer 20

o Choose the right networks
 You can’t be active on all the networks. Choose one.
 Go to where the audience is.
o Know your audience
 Good social media engagement is determined before you even start typing up that post/tweet.
 Your audience will tell you what they like on your social media
• What got more likes, more interactions, more comments.
• Cater your content strategy accordingly to your audience.
o Create & Share Valuable Content
 Does my post add value? Is it compassionate? Is it positive? Is it humble? Is it uplifting? Is it consistent with TSA’s core values & mission statement?
 This is the hardest one to do.
 TSA Social Media policy: Minute 97N
 Have a hook
• Everyone scrolls and is just looking through social media. What makes you stop? What makes you stop and look? That’s a hook. Think about that when producing content.
 Tell a story
• We are storytellers in TSA.
 Show urgency
• Not everything is urgent, so play this one carefully.
 Have a call to action
• What are they supposed to do?
• Now what?
o Engage your audience
 Reactive & proactive engagement
 Proactive is when you make the first move. Increasing the buzz.
 Follow other community accounts, know the key players.
o Be authentic
 Your followers don’t want to talk to a faceless organization, they want to talk to real people on social media.

Question 21

• TSA Social media Toolbox

Answer 21

o Digital strategy
o Hootsuite + Technology Stack
o Social Media Assets

Question 22

• BEFORE

Answer 22

o Read the Brief of appointment
o Christmas brief DHQ – ask DHQ for kettle brief. Every corps is supposed to hand one in. Has all the information.
o Files at the Corps
o Corps Council
o Advisory board- before you make any plans for Christmas, you meet with the advisory board.
o redshieldtoolkit@usn.salvationarmy.org
o Review
 Goal- hopefully you have a goal, and if not, review budget.
 Services provided
• Thanksgiving- meal, basket, or both?
• Christmas- basket of food, toys or both? Do you order food? Food donations? Canned food drive?
o Kettle equipment inventory
 Buy, fix, paint?
 Counter kettles? Kettles that go on store counters.
o Introduce yourself to store managers
 Local, national agreements
 Insurance (DHQ) find out if stores require insurance, which you can then ask DHQ for.
o Volunteers or employees
 Check budget- how many employees can you hire? Applications?
 Where do I get volunteers from?
o Kettle coordinator
o Driver
o Vehicles
 Make sure they are ready (oil change, etc)
o Counting money
 Who will count? When and where? Equipment?
o Banking
 Bills, coins, deposit
o Red kettle manager
 Go over information from previous year- locations, busy hours, money raised, volunteers and workers collections.
o Plan kettle kick-off
o Employee applications
 Advertise
 Send to DHQ- processing takes time
 Keep hiring throughout the season
o Kettle workers orientation
 Sample
o NHQ should have Walmart agreements ready by the first of November
 Make sure you look them over, follow the rules set by the two organizations, sign, and deliver signed agreements to your local Walmart manager.

Question 23

• DURING

Answer 23

o Make sure to involve the corps members, corps council, corps friends etc in all of the aspects of the kettle season. This is a corps fund raiser! They need to be involved!
o Scheduling
 Keep in mind the hours that locations are busiest
 It’s not about your comfort, it’s about what works to raise the most money.
 Make a daily schedule for your kettle workers
o Managing
 If you keep people happy, they will work hard
o Terminating
 Complaints about workers/volunteers
 Sometimes they just don’t work out and you must let them go
o Volunteers
 Volunteers are not paid!
 Recruit them from colleges/high schools/ service clubs/ other churches
 Always write a thank you letter or note to volunteer groups/individuals
o Counting
 Never count alone
 Counting should only happen at the corps
 Always select carefully who will help
 Be aware of surroundings
 Never share when or where you will be counting with kettle workers or others
 Never take money out of the kettles to pay employees or volunteers. This is against policy!
 Secure money in the van- picking up workers. ‘
• What else goes on during the season?
o Other events and ministries
 When the schedule intake interviews (applications)
• Begin announcing early September
• Actual applications – October
• There can be for toys and/or food baskts
• Waiting list by beginning of November
 Who will do this? (English/Spanish)
• Social worker with volunteers/corps officers
 Distribution dates
• Be sure to have enough volunteers
 Thanksgiving dinner
 Angel tree – minute #55N (policy and procedures)
 Toy shop/ Christmas Castle
 Adopt-a-family program
 League of mercy/Community Care
 Decorating/Tree lighting
 Parties/Celebrations
• Do not forget the corps kids and the corps Christmas party
• Secure volunteers to wrap gifts (home league?)
 Regular corps programs
 Sunday programs
 Public Relations

Question 24

• AFTER

Answer 24

o	secure money. Last deposit
o	Pick up kettle equipment from stores
o	Pick up aprons, bells and any other items given to kettle workers
o	Say THANK YOU!
o	Send out thank you letters to stores
o	Finish kettle brief. Kettle manager
o	Plan a thank you meal or party for January
o	Planning the season
	Begins September

Question 25

Ask & Answer “Make or Break” Questions

Answer 25

1. What do we want to do?
2. Why are we doing this?
3. When & where should this be?
4. How much is this going to cost?
5. Who is going to help?

Question 26

Plan Your Work; Work Your Plan

Answer 26

• Set deadlines and keep them
• Meet regularly
• Keep SA messaging clear

Question 27

Follow Up

Answer 27

1. Say “Thank you!”
2. Give Updates
3. Brutally-Honest Debriefing