final analysis for the ccfa

7/30/2019 Final Analysis for the CCFA

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Authored by: Brianna Westlake

The Crohns and ColitisFoundation

Organization Analysis


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The Crohns and ColitisFoundationCommunication Audit

Objective

To determine the strengths and weaknesses in the organization

communication plan. Through this report, details on the

effectiveness of the current climate will be included as well as

suggestions for further growth.

Does the current communication plan work for the organization?

Does the current plan hold value to the organization?

How useful are the existing communication tools to potential donors?

If asked, what communication tools would staff request in order to be more productive?

How consistent is the current communication plan delivered to staff and volunteers?

What tools or trainings do the staff of the CCFA need to be more effective in theircommunication delivery?

Scope

In this audit, the internal communication plan between chapters

and staff and then staff and volunteers will be analysed. The

external communication plan including press releases and other

public relations mediums will be reviewed. How does the Crohns

and Colitis Foundation of America show a direct need to the

public? In addition, staff and beneficiaries will be interviewed to

determine individual needs.

Organization Mission

The mission of the Crohn's & Colitis Foundation of America

(CCFA) is to cure Crohn's disease and ulcerative colitis, and to
http://www.ccfa.org/about/http://www.ccfa.org/what-are-crohns-and-colitis/what-is-crohns-disease/http://www.ccfa.org/what-are-crohns-and-colitis/what-is-ulcerative-colitis/http://www.ccfa.org/about/http://www.ccfa.org/what-are-crohns-and-colitis/what-is-crohns-disease/http://www.ccfa.org/what-are-crohns-and-colitis/what-is-ulcerative-colitis/


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improve the quality of life of children and adults affected by these

diseases.

This mission statement acknowledges a need. It identifies the

target audience is those affected by the diseases.

The mission statement lacks direct reference to the mode of

productivity. How is the CCFA going to improve life quality of its

beneficiaries?

The mission statement holds value in its commitment to a cure,

but lacks confirmation it its delivery.

A revised mission should be considered by the organization. I

would recommend the following:

The mission of

the Crohn's & Colitis

Foundation

of America

(CCFA) is to

cureCrohn's

disease

and

ulcerative

colitis by establishing funding

for

research and programs toimprove

the quality of life for children

and
http://www.ccfa.org/what-are-crohns-and-colitis/what-is-crohns-disease/http://www.ccfa.org/what-are-crohns-and-colitis/what-is-crohns-disease/http://www.ccfa.org/what-are-crohns-and-colitis/what-is-crohns-disease/http://www.ccfa.org/what-are-crohns-and-colitis/what-is-crohns-disease/


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adults affected by these

diseases.

Goals, Objectives, and Financial Plans

Revenue Goal:

Achieve $70 million in revenue by December 31, 2013 with a goal

of raising $100 million by December 31, 2015 by increasing

overall annual revenue by 20% each year.

Strategy I:

Expand the major donor giving program and accelerate growth in

revenue from individuals and foundations.

Interviews

Click the name and title of the individual to see interview transcript

Shana Spencer- Endurance Manager, TEAM CHALLENGE

1. What does the CCFA do especially well in its communication with staff?2. What could the organization do better in its communication with staff?3. Does the advertising and communications plan for the CCFA stand out from its peers?4. What methods does the CCFA use to communicate with its beneficiaries?5. How well does the CCFA communicate with its donors?

Kris Walker- Executive Director, Rocky Mountain CCFA

1. What does the CCFA do especially well in its communication with staff?2. What could the organization do better in its communication with staff?3. Does the advertising and communications plan for the CCFA stand out from its peers?4. What methods does the CCFA use to communicate with its beneficiaries?5. How well does the CCFA communicate with its donors?

Brian Platt- Ulcerative Colitis Patient- Beneficiary of the

CCFA
http://d/Shana%20Spencer%20Interview.docxhttp://d/Kris%20Walker%20Interview.docxhttp://d/Brian%20Platt%20Interview.docxhttp://d/Brian%20Platt%20Interview.docxhttp://d/Shana%20Spencer%20Interview.docxhttp://d/Kris%20Walker%20Interview.docxhttp://d/Brian%20Platt%20Interview.docxhttp://d/Brian%20Platt%20Interview.docx


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1. How were you introduced to the organization?

2. What support have you received directly from the organization?

3. How effective do you feel the organization is in communicating with its beneficiaries?

4. What programs would you like to see offered by the CCFA?

5. Throughout the year, how many times do you receive information from the CCFA?

Inventory and Analysis

Existing Communication material

Update from the President- September

Update from the President- October

Team Challenge Corporate Sponsorship

Team Challenge Logo

Promotional Video- Team Challenge Triathlon

Team Challenge Half Marathon Promo Video

Analysis of Material

Monthly Updates

Pros:

Received positive feedback frombeneficiaries on monthly newsletters.

Allows for an easy, inexpensivecommunication between foundation and itsconstituents.

Keeps beneficiaries and donors aware ofcurrent fundraising and research projects.

Cons: Unlikely that material is being viewed by a

majority of newsletter recipients
http://online.ccfa.org/site/MessageViewer?em_id=115942.0&dlv_id=119585http://online.ccfa.org/site/MessageViewer?em_id=116761.0&dlv_id=120902http://www.ccteamchallenge.org/Assets/Team+Challenge+Chapters/Denver+Triathlon/Sponsorship+Levels+-+Tri.pdfhttp://www.ccteamchallenge.org/Assets/Team+Challenge+Chapters/Rocky+Mountain/TC+Logo.jpghttp://www.youtube.com/watch?v=7up9sFKhBfk&feature=player_embeddedhttp://www.youtube.com/watch?v=0fQrqUr4gwA&feature=player_embeddedhttp://online.ccfa.org/site/MessageViewer?em_id=115942.0&dlv_id=119585http://online.ccfa.org/site/MessageViewer?em_id=116761.0&dlv_id=120902http://www.ccteamchallenge.org/Assets/Team+Challenge+Chapters/Denver+Triathlon/Sponsorship+Levels+-+Tri.pdfhttp://www.ccteamchallenge.org/Assets/Team+Challenge+Chapters/Rocky+Mountain/TC+Logo.jpghttp://www.youtube.com/watch?v=7up9sFKhBfk&feature=player_embeddedhttp://www.youtube.com/watch?v=0fQrqUr4gwA&feature=player_embedded


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E-mail format may seem impersonal andlack the necessary tools to engage thecommunity.

Too many constituents are distrustful ofgiving email addresses to organizations forfear of junk email.

Corporate Sponsorship PacketPros:

User friendly packet designed for non-employee participants to solicit funds for theorganization from community businesses.

Giving Guidelines have been established for

the community business to determine giftlevel

Incentives have been provided based upon theamount the community business is willing todonate, or sponsor.

Cons:

There is no pitch to accompany the packet togive to non-experienced fundraisers. This

could become a problem if the pitch is notpresent and a participant simply hands this toa business owner and expects them to give inlarge quantities.

This model is effective only for solicitingdonations for a specific Team Challengeparticipant. CCFA lacks company sponsorshipin other areas.

Analysis of Material Continued

Logos


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been created. This website could be invaluable to the

organizations mission statement.

The general website for the CCFA is regularly updated, is easy

to navigate, and presents all the organizations essential

information in a manner that quickly meets the needs of the

user. The URL is accessible and easy to remember.

The Team Challenge website appears less professional than the

CCFA website. It is a simple design which uses the

organizational colors of orange and blue. Links are less

integrated and it is less interactive. The website could use

major renovation to create a more effective communication

style with participants. The URL is somewhat accessible andeasy to remember.

The Take Steps website appears more professional than the

Team Challenge website, and is basically functional. It lacks the

organizational flow of the CCFA website. More importantly, it

lacks an easily accessible URL and it is not easy to remember.

Lastly, the camp oasis website is non-existent. There is basic

information on the service located on the CCFA website,

however a website focused on the camp would be ideal to

promote communicational support to family of those affected

by Crohns and Colitis.

Communication Challenges

Through research of the organizational structure and

communication materials, effective and non-effective

communication strategies are present with the organization.

The top 5 non-effective areas per the executive director are listed

below:

1. Public Awareness

2. Team Challenge Alumni Participation


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3. Take Steps Alumni Participation

4. Donor Return

5. Seminar Attendance

These communication challenges can be overcome with a better

developed communication plan to reach out into the community

through press releases and frequent updates to the web page.

Communication Findings

Existing communication tools used by the Crohns and Colitis

Foundation are well executed by a national team of non-profitprofessionals. Unlike small non-profits, The Crohns and Colitis

Foundation has a an established plan that is mission focused,

focused on future fundraising, and determined to create

awareness in the community. The questions we set out to answer

are below.

Does the current communication plan work for the organization?

The current communication plan does work for the

organization. With minorimprovements including changes to the webpages and focus onexpanding the donor database, the foundation will continue togrow.

Does the current plan hold value to the organization?

Yes, the current plan holds value to the organization by implementing expandingstrategies to gain donors and supporters, as well as an expansion to the programsavailable for beneficiaries of the programs.

How useful are the existing communication tools to potential donors?

Improvements should be made to existing tools to potential donors. New strategies fordonor recruitment are necessary,

If asked, what communication tools would staff request in order to be more productive?

Staff would prefer to have a more user friendly software system to produce thenewsletters, chapter webpages, as well as the weekly updates for participants.

How consistent is the current communication plan delivered to staff and volunteers?


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The communication plan is consistent between all local chapters of the Crohns and ColitisFoundation because it is created by a national office and distributed.

What tools or trainings do the staff of the CCFA need to be more effective in theircommunication delivery?

The Crohns and Colitis Foundation need to be more effective in their communication with

local news agencies. Databases need to be created to encourage timely press releases, aswell as promote scheduling events well in advance.

More review of existing communicational and financial strategies

can be found here in the 2011-2012 Strategic Plan

Situational AnalysisBrianna Westlake

Examining the External Environment

The Demographic Forces

The Crohns and Colitis Foundation exists in order to support

patients with Inflammatory Bowel Disease. Those that benefitfrom the foundation are those who seek the support of groups,

symposiums, kids camp, or other programs designed and

implemented by CCFA staff. There has been a shift and change in

the population the organization serves. With access to the

organization via the internet, the program has changed drastically

since it was founded. This means that information needs to be

readily available to beneficiaries of the Crohns and Colitis

Foundation. The more well informed our beneficiaries can be, thebetter chances there are for disease management.

The demographic who donate most regularly to the

organization are middle aged women. The demographic who raise

the most money for the organization are women aged 25-40 who

are physically fit and generally health conscious. The foundation
http://www.ccfa.org/assets/pdfs/sta.pdfhttp://www.ccfa.org/assets/pdfs/sta.pdf


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obtains most of its fundraisers through Team Challenge, and

endurance training program. It is easy for this demographic of

people to find the program because the Crohns and Colitis

Foundation recruits its participants from 5k races and other

similar sport events.

The demographic has changed over the years as awareness

of the diseases is spreading. Previously much of the research and

programming was funded directly from patients and families.

Now, it is becoming easier for someone who lacks a connection to

the disease to raise funding as more people become aware and

willing to support a cause which benefits those with the diseases.

The Economic ForcesThe primary source of funding for the organization is through

research grants with an amount of $33,059,332 in assorted

research funding in 2011. Charitable annuities, or regularly

scheduled donations, amounted to $408,700 in 2011. One time

pledges gained the organization $4,051,402 in 2011. The smallest

sector of individual giving is the charitable remainder trust. The

total amount of funds given through a trust equaled $316,555 in

2011. The total amount of planned giving equaled $4,776,657 in2011.

Individuals donate to the Crohns and Colitis Foundation

because they perceive the organization to be effective in its

mission to cure the diseases through research, and more

importantly they trust the organization to allocate funds to

children and adults suffering from Crohns and Colitis.

$34,127,292 was spent in 2008 by the Crohns and Colitis

Foundation on various programs. These include educational

symposiums, support groups, and camp programs. According to

the foundation, Eighty-two cents of every dollar CCFA spends

goes to research, education, and support services. This

statement is heavily represented in fundraising materials. The


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confirmation and knowledge that this funding is going to the

right place and not to salaries is important to donors.

Technological Forces

The latest trend in business technology is innovation thatallows the organization to be more efficient in administrative

tasks. In the Journal of Technology in Human Services,

information technology can be employed to attract donors and to

manage nonprofit organizations resources and capabilities in

more effective and efficient ways and to improve their services

and internal operations (Pinho & Macedo, 2006). An innovation in

database control was the most popular desire amongst a sample

of nonprofit organizations.At the Crohns and Colitis Foundation, there is a strong need

for a more user friendly program for the chapter web page and

newsletter generator. They currently use Convio, and executive

director Kris Walker has shared their displeasure with the

software. An updated software for the webpage and newsletter

could mean a substantial difference in the direct following the

organization has. If information is not being communicated

effectively, the organization is not effectively raising anddistributing funds.

The chapter webpage needs substantial improvement. With

a more updated, interactive, and user friendly page, the CCFA

would be able to ensure a more direct following. For example, Kris

Walker would like to implement a program that would allow the

page to automatically update with a new article or bit of

information. That way, each time a repeat visitor came back they

could find new information on the diseases or the programs the

foundation offers.

Political Forces

Current political healthcare priorities affect the Crohns and

Colitis Foundation. For example, new penalties will be charged to


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hospitals who have too many boomerang patients. As a result,

more hospitals are joining forces with local doctors offices and

other programs to ensure that once patients leave the hospital

they are equipped with the proper support system to prevent

readmission to the hospital. The CCFA can benefit from thisscenario because joining with larger organizations helps to spread

the message. If hospitals gain a referral system, they can include

health foundations on their list of resources. It is possible

organizations like the CCFA can gain membership from these

references, while patients can prevent readmission by education

and support received through the organization. Of course with the

upcoming presidential election, the ruling on medical regulation

could change again and this partnership may become, onceagain, underutilized.

Internal Environment

Management Objectives

There is a strategic organization plan that guides the work of

the organization. It was created in 2010 to project tasks through

2012. There are clear management objectives, including but not

limited to growth goals, budget goals, organizationcommunication, and mission goals. Staff members are aware of

the management objectives for the organization. They are also

aware of how this affects their job duties and performances. They

relate to the program objectives in several ways. For example,

the endurance manager of Team Challenge approaches her duties

from the perspective of a patient. She has Crohns disease and

therefore approaches each goal with the mission in mind. The

endurance manager of Team Challenge Triathlon approaches herduties and goals from a financial background. She benefits the

organization because she comes to the table with logical

organization of funding and budgeting. She can foresee financial

struggles or opportunities far in advance and is therefore a

reliable and effective fundraiser.


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Human Resources

The staff comes from a variety of backgrounds. Executive

Director Kris Walker comes from a variety of director positions.

She was the director of Major and Planned Gifts at the American

Diabetes Association, National MS Society, and the Gamma Phi

Beta Foundation. Shana Spencer, Team Challenge Endurance

Manager came with experience in events working as the National

Production and Logistics Manager at Mountain Sports

International. Nina Nelan, Endurance manager for Team

Challenge Triathlon and Team Challenge Colorado Springs, comes

to the CCFA with a background as a tax lawyer. Jeremy Stern,

Senior Walk Manager, has experience in community affairs and a

masters degree in sports administration.

There is training provided for staff and frequent meetings

which promote communication about essential functions of the

organization. Though we have a wide range of experience in our

staff, we lack someone with the time to focus projects such as

public relations. The position of Development Coordinator will

open in January of 2013 and will allow the core staff to focus on

their own projects. The development coordinator will be requiredto maintain databases of PR contacts, assist on large projects,

locate major giving sources, etc.

Financial Resources

The organization is currently devising a plan to establish

stronger financial footing. Currently, the budget does not cover all

existing activities. The organization pays its expenses in a timely

manner. The organization has a reserve fund in the form of

investments. The organization has a core group of supporters and

donors. The supporter and donor base needs to be expanded and

diversified. The disease does not currently receive the same

support that other autoimmune diseases do, and therefore does

not receive the same funding. This is a weakness in the

organization that will be addressed in the SWOT analysis.


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Physical Infrastructure

The organization does not have enough workspace for staff,

consultants, and temporary workers. The office has three

permanent office spaces, and three more office spaces divided by

cubicle walls. The space is not conducive to teamwork. Frequently

staff find themselves shouting at each other between offices to

attempt to communicate. There is adequate light, air, and heat.

There is space to hold a private conversation in one of the

individual offices. The neighborhood appears safe to work odd

hours. There is room to expand in the office building, though the

cost is unknown. Beginning next year, many of the staff will be

working as a mobile work force. The purpose of the mobile work

force is to send staff to public areas to work. For example, they

may choose to spend their day working at Starbucks. The hope is

that it will cut down on office costs, as well as promote the

programs by speaking about them in public. The choice was made

at a national level, and does not seem to be popular amongst the

full time staff.

Technology Infrastructure

People do have adequate computers to perform their jobs,however they lack necessary software to maximize productivity.

Staff often complains about lack of success with their website,

newsletter, and donor database software. Frequently work is lost

while creating necessary documents. Full time staff member

Shana Spencer said she had worked for hours creating the new

newsletter, and when she uploaded it, the program lost all her

changes. She said I wanted to cry. Executive director Kris

Walker said you should have cried, you lost a lot of work! Thephone system does meet the needs of the organization. There are

no special equipment needs that should be addressed at this

time.

SWOT


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Strengths of the organization include a solid mission

statement, a relatively unique fundraising method, and strong

staff commitment to the mission.

Weaknesses of the organization include a lack of focus on

media relations. They also face the quintessential problem of a

nonprofit organization; Too much to get done, not enough staff or

time to do it.

Opportunities that exist in the next 18 months include a

growth in patient programs including a new peer program. This

opens up doors for growth in the donor pool as more people will

be exposed to programs offered by the Crohns and Colitis

Foundation.Threats that exist in the next 18 months include an

introduction of a new position within the office which may disrupt

the current job duties of full time staff. Also, there is a need to

raise $100,000 by January 2013 to meet budget requirements.

Without this income, the office will be unable to hire a full time

staff needed to manage the Take Steps walk team in Salt Lake

City, UT.

Opportunities Threats

Strength

s

New Mission Based Programs Committed Staff

removed from office

Weaknes

ses

New programs being established

without funding

Too many programs,

not enough time or

money


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Target Audience ReportThe Crohns and Colitis Foundation Rocky Mountain Chapter

Demographic Information:

Children and adults suffering from Crohns Disease and/or Ulcerative

Colitis as well as their immediate support system including parents and

families.

Those who are affected by Crohns or Colitis but have not yet reached

out to the CCFA

Individuals who have no prior knowledge of the diseases

Geographic Information

Rocky Mountain Chapter serves Colorado, Wyoming, and Utah.

The office is located in central Denver, CO.

Psychographic Information

Supporters are bound by a common goal to find a cure for IBD

Many are physically fit, interested in participating in first time

endurance sports.

Women are the most commonly recruited for training programs.


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Framing Analysis

1. State the organizations mission statement:

To cure Crohns Disease and Ulcerative Colitis and to improve the quality of life of

children and adults affected by these diseases.

2. Identify four key themes for the organization:

Patient support

Research

Disease Awareness

Program Funding

3. How the organization frames the issue.

a. What is the problem/cause/solution as articulated by the

organization?

The problem is the painful gastrointestinal diseases that affect their

constituents, at this point they have not identified a specific cause, and the solution

is medical research to locate a cure.

b. Framing: Thematic


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c. Public Policy : Emphasis needed on disease existence and prevention

through healthy living.

4. How other organizations frame the issue

a. What is the problem/cause/solution?

Large national campaigns are framed by employing the power of

pathos. In the case of the national Humane Society, we see pictures of

abused and neglected animals with heart wrenching music in the

background. People are generally unaware of the commonality of these

tragedies.

b. This Framing is thematic.

c. Community: Access to program information is essential

5. How does the media frame the issue?

a. Is there more than one public frame?

i. Yes. Most chronic illnesses framed in the media apply to all

diseases.

b. What is the problem/cause/solution?

i. Media seeks stories that customers want to see. Therefore, the

problem may be a specific individual working for the cause. For

example, Cloverton the Deaf Dog has his own team for the Bike

MS program. He was featured on the news as a dog, raising

money for MS to find a cure for the disease.

c. Media frames these issues in an episodic manner.

d. Where is action needed:

i. Individuals should reach out to the media to spread the word on

the causes and programs that are important to them.

Name of Publication/Source : __Long Island Business News__

Title: __Long Island Foundation is Ensuring Crohns Disease and Colitis Sufferers are

Not Alone__

Date:__8/19/2005__

Type of Piece: __ news feature__


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1. What spokespeople are mentioned:

Executive Director of Long Island chapter of the Crohns and Colitis

Foundation, Edda Ramsdell

2. What is the core position of the article:

The position of the article is to educate the community and communicate

support to patients with IBD.3. What catch phrases are used?

Awareness

4. How does the piece describe the problem/cause/solution?

The problem is the struggle to cope because of the nature of the diseases

and the solution is to build a support net for patients.

5. Is the framing episodic or thematic?

The piece is thematic

6. How does the piece characterize the source of the problem?

According to the piece, the source of the problem is that previously IBD was

categorized as solely psychological disorders rather than a physiological

disease.

7. How does the piece characterize the solution to the problem?

The executive director is quoted saying patient education is key. The writer

of the article also claims that the chapter has formed good relationships with

the media, and therefore has great publicity which is essential to gain the

funding to provide micro patient support and macro disease research.

8. What does the piece predict the outcome will be?

The piece predicts that the foundation will be around to help many patients

suffering from IBD from all walks of life.

9. What are the core principles underlying in the piece?

The executive director states that the biggest challenge is the need forfunding for ever expanding number of hands we hold. In other words, every

chapter of the CCFA will always be in need of finances.

10. Whats not being said? Where are the inconsistencies in the arguments being

advanced in the piece?

Since this piece was a general description of the disease and the foundation,

there are many issues that are not discussed in depth. The piece leaves out

numbers of affected patients. They mention that many children are receiving the

Shining Stars Legacy award and they have watched many of these children grow up

and go to law school and get married. Little emphasis is put on the actual

nature of these diseases which require hospitalization and medication.


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WORDS CURRENTLY USED TO DESCRIBE

OUR ORGANIZATION OR THE WORK WE DO

Cure Research

Awareness

Gut Pain

WORDS TO AVOID WHEN TALKING ABOUT OUR

ORGANIZATION AND THE WORK THAT IT DOES

Charity

Give

Disease

NEW WORDS THAT COULD HAVE THE GREATEST

IMPACT ON OUR TARGET AUDIENCE

STATISTICS

COMMUNITY

CONVERSATIONS


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CURRENT ORGANIZATION DESCRIPTION

The CCFA is a foundation which provides patient services and

support to patients through established programs, as well asmaintain funding for the medical community to continue research

on the diseases.

What is the impression the organization wants to make?

The organization wants to appear organized and thoughtful in their production of

patient services and communications with the medical community.

What themes describe what the organization wants everyone to know about

them?

1. The CCFA seeks to eliminate feelings of isolation when diagnosed with a

disease like IBD, and to remove the taboo feelings associated with the

symptoms of the diseases.

2. The CCFA has provided the greatest amount of financial funding for medical

research grants, leading to the discovery of over 170 genes connected to the

diseases. This information moves us closer to finding a cure for these diseases in

our lifetime.

3. The programs established by the CCFA are vital to maintaining the ongoing

physical and mental health of the children and adults who seek the services

offered by the organization.

4. The CCFA has a history of fiscal responsibility and a high percentage of each

dollar raised going directly to patient services and research.

NEW 20 WORD ORGANIZATION DESCRIPTION

The CCFA seeks to facilitate a community conversation on the topicof IBD which affect 1 in 200 individuals in the U.S.


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TARGET AUDIENCE: ____Untapped Diagnosed Patients____DESIRED CHANGE: ____Get Them Involved___

Part 1.

The patients who have been diagnosed with Crohns or Colitis but have

not yet utilized the services offered by the CCFA are a large audience that could

be a great fundraising resource. Left unassociated with the organization we are

losing a significant opportunity for raising vital funds.

Part 2.

The audience should care because they have been diagnosed with the

diseases and can offer important peer support. Though they may not feel they

need the CCFA at this point in their personal health, they should reach out to the

CCFA to provide their own testimonial for other patients.

Part 3.

I want my audience to desire a supportive community so that when they are

in need of support, they are connected to the organization which can provide

them that support. Due to the nature of the diseases, the need for support can

come with little warning.

If you suffer from Crohns Disease or Colitis:

We need you to connect to our community here at the Crohns and Colitis

Foundation. You know where your journey with these diseases has taken you, and

we need you to communicate your experience with those who look to us for

support. You hold more value to our organization than you might know. We know

you may not need us today, but we want to be here with open doors when you do.Consider supporting this organization today in order to create positive

conversations, healing support,


24/27

20

The

Crohns

and

Colitis

Foundation

|9/19/2012

Vehicles and DisseminationStrategies

New E-Newsletter Header:

Improvements:

Simplified for a local audience

Remove overused photos

Community focused


25/27

21

The

Crohns

and

Colitis

Foundation

|9/19/2012

Old E-Newsletter Header:

Why this current header is bad:

Removed from local audience

Unidentifiable images

Too focused on medicalization

Goal: Encourage existing patients to reach out to the CCFA

Vehicle: Postcards to be distributed at gastroenterology offices to

encourage patient participation


26/27

20

The

Crohns

and

Colitis

Foundation

|9/19/2012

Goal: Bring awareness of the diseases to

individuals who have not previously heard

of Crohns or Colitis


27/27

The

Crohns

and

Colitis

Foundation

|9/19/2012

Vehicle: A public service announcement which

features two Ulcerative Colitis patients

Watch the PSA Here
http://www.youtube.com/watch?v=UIxGILrZ1q4http://www.youtube.com/watch?v=UIxGILrZ1q4

final analysis for the ccfa

Documents