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Carolina For The KidsStyle Guide

2015–2016

Prepared by Haley Waxman, 2016 Publicity Chair

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Organizational Overview

Mission

About CFTK

Goals, Priorities, and Values

The mission of the Carolina For The Kids Foundation is to provide major emotional, medical, and financial support for the patients and families served by UNC Children’s Hospital.

Our mission statement should be put on everything we can include it on. It is our driving force and guides our every action as an organization.

Carolina For The Kids is a year-round philanthropic organization located at UNC-Chapel HIll. CFTK is the largest student-run fundraising organization in the state of North Carolina. Over the course of the year, we hold a variety of events, such as our Kilometers For The Kids 10K, 5K, and Fun Run, our Benefit Reception live and silent auction, and our 24-hour no-sitting, no-sleeping Dance Marathon. Each year, over 2,000 Carolina students pledge to raise at least $150 and stand for a full day in solidarity of the families of North Carolina Children’s Hospital. Since our inception in 1999, we have been able to raise over $4.28 million for the patients and families of N.C. Children’s Hospital, with $570,561.48 raised last year alone.

In the organization’s 2013–2018 strategic plan, the following are identified as our main goals:• Increase the total funds Carolina For The Kids Foundation raises, and thus, is able to

contribute to the patients and families served by North Carolina Children’s Hospital • Improve Carolina For The Kids Foundation’s overall organizational efficiency • Improve Carolina For The Kids Foundation’s stakeholder engagement

While measured using different metrics, these goals must be reached through accomplishing these areas of excellence:• Establishing a concrete base of donors by developing long-term donor relationships and

giving options• Growing and instilling an organization-wide culture of mutual support, accountability,

empowerment, long-term thinking, and transparency• Centering all of our actions and efforts around our cause and in support of our mission• Supporting our dancers so that they may be fully engaged with Carolina For The Kids

Foundation• Becoming more efficient in order to establish operational excellence through processes,

culture, and a sustainable work-life balance

The core values of Carolina For The Kids include advocacy, compassion, dedication, ingenuity, and teamwork

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Graphic Style

Logo & Wordmark

Full Color

One Color

Block Icon & Variations

Icon should only appear in a different color scheme when alone and must only use the main organizational colors (except yellow)

with white details.

Wordmark should be used on a white background whenever possible and have space surrounding it equal to at least one-third the height of the blocks, though preferably more when possible.

The text part of the wordmark can also be used separately from the icon, and should be when the icon would be too small and cause it to lose detail.

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Graphic Style

Typefaces

Colors

Raleway is our main display typeface used for titles and headlines. It should not be used for anything longer than a few sentences.

Open Sans is our main sans-serif typeface and should be used for longer passages of text and body copy, especially for items intended solely for electronic use.

Tahoma is our secondary sans-serif typeface for use when Open Sans is unavailable, particularly when using email clients (Gmail) where Opens Sans is not an option.

Garamond is our primary serif typeface, used for more formal applications or printed materials with extended copy. Adobe Garamond Pro is the preferred version of this typeface. Use as an alternative to Open Sans.

Sunshine

CMYK3, 0, 59, 0

RGB250, 242, 136

HEX#FAF288

Steel Blue

CMYK71, 38, 15, 1

RGB0, 117, 163

HEX#0075A3

Charcoal

CMYK0, 0, 0, 70

RGB109, 110, 113

HEX#6D6E71

Coral

CMYK0, 48, 56, 0

RGB247, 154, 114

HEX#F78A72

Sea Foam

CMYK51, 0, 42, 0

RGB124, 201, 170

HEX#7CC9AA

Turquoise

CMYK64, 0, 21, 0

RGB66, 194, 205

HEX#42C2CD

Carolina Blue

CMYK39, 14, 0, 0

RGB150, 192, 230

HEX#96C0E6

Secondary colors (sampled below the hexadecimal values) should be used as accents to create depth and supplement the main colors above. Carolina Blue is the only one that doesn’t have derivative tints and shades

and should only be the University-chosen PMS 278. CFTK prefers a bold, clean, vivid graphic style. While artwork is not limited to the colors above, consistent use of them helps to cement a solid graphic identity for the organization.

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Written Style

Carolina For The Kids Carolina FTK or CFTK are acceptable on second reference or when used informally to members of the organization. Foundation is always acceptable, though not required, following (Carolina For The Kids Foundation). The foundation is also acceptable on second reference if the full name has been used.

Benefit ReceptionOur annual live and silent auction organized by the Event Donations Committee held in the beginning of the spring semester. Benefit Reception should always be capitalized and never abbreviated.

Board of DirectorsOversees the entire organization and ensures that the mission of Carolina For The Kids is always being fulfilled, while ensuring ethical and legal integrity and approving key decisions of the Executive Board. The board is acceptable on second reference when there is no mention of the Executive Board.

clinicCarolina For The Kids Foundation is funding the building of a $2.5 million pediatric primary care facility in partnership with UNC Children’s and North Carolina Children’s Promise. The interim location of the clinic opened on July 13, 2015.

chairsThe 14 committee leaders who make up the Executive Board along with the Executive Director. Chair should follow sentence case when used by itself, but it should be capitalized when used in conjunction with a specific title (e.g., Publicity Chair). The terms chairman or chairwoman are never acceptable.

committees The Carolina For The Kids structure consists of 14 committees, each led by a committee chair and comprised of three to six subchairs and up to 40 committee members. Specific committee names should be capitalized, but committee should always be lowercase when used by itself (e.g., Publicity Committee, the committee). Use of an ampersand is preferred to the word “and” in committee titles. For more information on the committees, see the “Committee Descriptions” section.

dancersParticipants in the 24-hour Marathon. Dancers should follow sentence case.

Executive BoardThe main leadership team of Carolina For The Kids comprised of 14 committee chairs and the Executive Director. Executive Board should always be capitalized and not abbreviated.

Executive DirectorThe head of the Executive Board. Executive Director should always be capitalized and never abbreviated.

For the Kids The focus and motto of the organization. When used in this way, both For and Kids should be capitalized, otherwise, sentence case is acceptable. FTK is acceptable in all internal communication and on second reference otherwise.

For the Kids FundOne of our staple grants that is used to cover costs incurred by families not otherwise paid for by insurance. FTK Fund is acceptable on second reference or first internally.

Organizational

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Written Style

Kid Co-CaptainsCurrent or former patients of the hospital who are partnered with teams of dancers at the marathon. KCC is acceptable on second reference or first internally.

Kilometers For The KidsFormerly the 5K FTK, Kilometers For The Kids is our large fall fundraising event comprised of our 5K, 10K, and Fun Run. Kilometers FTK or KFTK are acceptable on second reference or on first reference in internal communication.

motivatorsParticipate in six-hour shifts at the Marathon and are responsible for helping to keep dancer morale up. Motivators should follow sentence case.

patients and familiesKeep our work in perspective by saying we benefit or support patients and families of the hospital rather than the hospital itself unless space is limited. Simply families is also acceptable.

Parents’ Night OutOne of our staple grants where we provide a hot and healthy free meal to families in the hospital. PNO is acceptable on second reference or first reference internally.

Recruitment WeeksDuring the year, we have three recruitment weeks: Committee Recruitment Week, Dancer Recruitment Week, and Motivator & Volunteer Recruitment Week. These should all be capitalized and abbreviating on second reference (first reference internally) is acceptable (i.e., CRW, DRW, MVRW).

Ronald McDonald House of Chapel HillOne of our community partners and past grant recipient. Ronald McDonald House or RMH is acceptable on second reference.

subchairsEach of the 14 committees has 3–6 subchairs selected by the committee chair to assist with more intensive duties and be leaders within the committee. Subchair should be one word, not hyphenated, and follow the same capitalization rules as chair.

UNC Dance MarathonFormerly the name of the entire organization, UNC Dance Marathon now refers solely to the 24-hour event that takes place annually in March. UNCDM or Marathon are always acceptable on second reference and acceptable on first reference when used in internal communications. Marathon should always be capitalized. Dance Marathon is acceptable only in informal communication to people associated with UNC-Chapel Hill or on second reference (but simply Marathon is preferred for second reference). When referring to a certain Marathon, the following formats are acceptable:• 2016 UNC Dance Marathon• 18th Annual UNC Dance Marathon• UNCDM 2016

volunteersWork three-hour shifts at the Marathon and help Operations with staffing the event. Volunteers should follow sentence case.

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Campus Y*Both the building and organization on campus used annually for Kilometers For The Kids. Should not be shortened.

Carolina*This diminutive is acceptable only in quotes and on second reference to athletic teams at the University of North Carolina at Chapel Hill.

Chapel Hill*A town, not a city. It is governed by a Town Council, and it has both a mayor, who is elected, and a town manager, who is appointed.

Dean E. Smith Center*Smith Center is acceptable on first reference when locating an activity. Use the full name in other cases. Dean Dome is unacceptable, except in quotes.

Fetzer GymThe location of the Marathon. Simply Fetzer is acceptable in internal communication or on second reference.

First-year*UNC-Chapel Hill’s preferred alternative to freshman. Note hyphenation.

General Alumni Association*GAA is acceptable on second reference or first reference internally. Alumni association is also acceptable on second reference.

Kenan Stadium

North Carolina Children’s HospitalRefers to the building and organization housed within on UNC-Chapel Hill’s campus. N.C. Children’s Hospital is also acceptable on first reference. Should never be preceded by the. The hospital is acceptable on second reference.

Old Well

Tar Heel

UNC-Chapel Hill*UNC-CH is acceptable on second reference. The University is acceptable on second reference if no other university appears in the story.

UNC Children’sThe newly rebranded term to refer to N.C. Children’s Hospital and all related children’s health services of the UNC Hospitals system. Still being phased into use, so the exact terms of use are still being developed. Never follow with Hospital or precede with the.

UNC Health Care System* Owned by the State of North Carolina and based in Chapel Hill. It includes the School of Medicine and UNC Hospitals, as well a network of community medical practices and a home health agency

UNC Hospitals*The hospitals are N.C. Memorial Hospital,N.C. Cancer Hospital, N.C. Children’s Hospital, N.C. Neurosciences Hospital and N.C. Women’s Hospital. It’s acceptable to use UNC Hospitals on first reference when saying that a person was treated at UNC Hospitals or died at UNC Hospitals. Specify which hospital when relevant to the story. Treat as a singular noun.

UNC and the Hospital

*Adapted from the UNC School of Journalism and Mass Communication Stylebook

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Notes

All rules developed in this style guide should take highest precedent when writing on behalf of or in reference to the organization. Otherwise, all copy should follow the rules of the 2014 edition of the AP Stylebook.

Carolina For The Kids maintains an online subscription to the AP Stylebook and credentials can be requested from the Publicity Chair or Copy Edit Subchair.

Though an organization run by college students, all alcohol references should be kept to an absolute minimum when associated with the organization. One notable exception is explaining rules or specials of a bar night benefiting the foundation. Except for very rare and unusual circumstances, there should never be any references to illegal drugs or actions.

Pronouns used to refer to a person should always be their preferred pronoun, regardless of any style rules (he, she, they, ze, etc.). As noted, they and their are acceptable as singular. Titles with gender-neutral alternatives should be used if possible (chair instead of chairwoman).

While not endorsed or advised by the AP Stylebook, the Oxford or Serial Comma is acceptable (though not required) in materials not sent for publication in other outlets (press releases, etc.).

As noted in the previous page, confusion still exists as to usage between UNC Children’s and N.C. Children’s Hospital, and their usage will be evolving as the hospital transitions between them. As a general rule, N.C. Children’s Hospital refers to the building and the organization housed within, while UNC Children’s extends further and includes N.C. Children’s as well as other children’s health services of UNC Health Care.

EmailAs a general rule, all emails sent from organizational accounts should be signed “For the Kids” or “FTK.” All organizational email accounts should also have signatures with the following format:

Full Name (bold) Haley Waxman Title, Carolina For The Kids (Foundation) Publicity Chair, Carolina For The Kids Office: 919.843.6991 | Cell: XXX.XXX.XXXX Office: 919.843.6991 | Cell: 336.457.0473 carolinaftk.org | @carolinaftk carolinaftk.org | @carolinaftk

Make sure the URL and Twitter handle both link to their respective pages.

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Committee Descriptions

Campus Fundraising coordinates CFTK fundraising efforts through a variety of means, including organizing benefit nights. The committee works with a variety of groups such as athletes, the Greek system, Carolina Fever and many other student organizations.

Community Outreach serves as a liaison between CFTK and the surrounding community. Outreach works to increase involvement in all aspects of the organization, especially publicity and volunteer participation. The committee also seeks to engage the community through events such as Festifall.

Corporate Marketing is the main avenue through which the organization solicits corporate donations. It is responsible for creating large corporate partnerships, as well as contacting and working with both large and small companies interested in sponsoring the organization through monetary donations.

Donor Development is responsible for all individual donors, University, and Alumni relations and development. This includes continually reaching out to donors through letter pushes, thank you letters, and periodic organizational updates. This committee is responsible for maintaining alumni relations as well as University and community development through on-campus awareness programs and off-campus information forums.

Entertainment is responsible for securing both on- and off-campus performers for all 24 hours of the Marathon. They collaborate with other committees to create the minute-by-minute schedule for the Marathon and are responsible for coming up with new and exciting activities during the Marathon.

Event Donations is responsible for planning the annual Carolina For The Kids Foundation Benefit Reception, which is a live and silent auction held to celebrate and raise funds for the organization. The committee is responsible for hosting this event as well as procuring all items for the auctions by visiting and establishing relationships with businesses. Additionally, Event Donations will solicit incentives for all major events and fundraising pushes.

Finance is responsible for managing budgets, monitoring transactions, reviewing and improving requisitions and keeping Carolina For The Kids Foundation’s financial databases current. Additionally, Finance is responsible for increasing funds procured through foundational grants and coordinating on- and off-campus canning efforts throughout the year.

Fundraising Projects coordinates the creation and sales of all organizational merchandise. They are also responsible for the coordination of existing dancer fundraising opportunities and the development of new avenues for dancer fundraising through larger-scale events for dancers.

Hospital & Family Relations concentrates on expanding and solidifying the relationship between N.C. Children’s Hospital, the patients and families of the hospital, and CFTK. The Hospital & Family Relations committee is involved in family recruitment and building relationships with doctors and nurses, as well as creating ways for students to be involved at the hospital and with the children.

Morale & Recruitment is responsible for recruiting dancers, motivators, and volunteers to participate in the Marathon. Also included in this committee is the continual maintenance of organizational morale throughout the year. Morale & Recruitment focuses on keeping dancers engaged throughout the year leading up to the Marathon and serving as dancer team captains.

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Executive DirectorMeagan Bargerexecutivedirector@carolinaftk.org(704) 315-7295

Campus Fundraising ChairMatt Hodgincampusfundraising@carolinaftk.org(919) 475-0956

Community Outreach ChairElizabeth Brownoutreach@carolinaftk.org(704) 657-1788

Corporate Marketing ChairElizabeth Soffercorporatemarketing@carolinaftk.org(314) 603-3575

Donor Development ChairMichelle Kramerdonordevelopment@carolinaftk.org(240) 723-7370

Entertainment ChairMegan Fullartonentertainment@carolinaftk.org(443) 370-6590

Event Donations ChairEmily Waylandeventdonations@carolinaftk.org(919) 621-1450

Finance ChairHunter Corneliusfinance@carolinaftk.org(919) 280-5808

Fundraising Projects ChairHannah Mebanefundraising@carolinaftk.org(336) 831-6846

Hospital & Family Relations ChairChelsea Krivanekhospital@carolinaftk.org(704) 682-1999

Committee Descriptions cont.Operations organizes and executes all logistical details of the 24-hour arathon, the Kilometers For The Kids race series, other major events, and CFTK meetings throughout the year. This committee works with University officials and outside groups to reserve equipment, book rooms, and handle other logistic tasks for the other 13 committees.

Publicity is responsible for all communication on behalf of the organization, both internal and external. The main responsibilities of this committee include creating, editing, and publishing written content, coordinating media coverage, designing graphic materials, managing social media accounts, and ensuring all members of our community are communicated with via email and other outlets.

Supply & Logistics is responsible for soliciting in-kind donations for all Carolina For The Kids Foundation events outside of the Benefit Reception, as well as soliciting food donations for dancers at the Marathon. The committee also coordinates annual Harris Teeter, Wal-Mart and Target pushes.

Technology manages both the organizational and fundraising websites and coordinates all multimedia coverage and projects throughout the year and at the Marathon. This committee is responsible for working with the 13 other committees to ensure that the organization is effectively implementing and using technological solutions.

2015 Contact InformationMorale & Recruitment ChairCaitlinn LaScalamorale@carolinaftk.org(919) 218-9166

Operations ChairStuart Agnewoperations@carolinaftk.org(703) 965-0890

Supply & Logistics ChairBrittany Smithsupply@carolinaftk.org(919) 215-4878

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2015 Contact Information

MultimediaStephanie Beckettmultimedia@carolinaftk.org

Social MediaAmy Tsaisocialmedia@carolinaftk.org

Media RelationsElisabeth McFarlandmedia@carolinaftk.org

Executive Board cont.

Publicity Subchairs

Publicity ChairHaley Waxmanpublicity@carolinaftk.org(336) 457-0473

Technology ChairJacob Blounttechnology@carolinaftk.org(252) 675-0473

Technology SubchairsCopy EditWill Schoefflernewsletter@carolinaftk.org

Graphic DesignEmily Heltongraphics@carolinaftk.org

WebsiteMadison Starkwebsite@carolinaftk.org