mrc pr plan

7/30/2019 MRC PR Plan

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Multicultural Refugee

Coalition

Public Relations Campaign

St. Edward’s UniversityGroup 1: Alexandra Musi, Kristen Froelick, Julia Weeks, Lauren GeorgalasDr. Corinne Weisgerber 26 September 2012



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I. Research & Background

a) External Environment

Political and Social Environment

The number of refugees of concern to The United Nations High Commissioner of

Refugees, (UNHCR) stood at 10.5 million at the beginning of 2011, down slightly from

a year earlier. In the past year the total number of refugees the US accepts each year is

80,000 and of these 80,000, 1,000 enter the city of Austin attempting to establish a home

and continue their life. The problem with this is that these refugees are viewed by many

as immigrants and receive little compassion. “When the U.S. Refugee Act was passed in 1980 it stipulated that cash and other

assistance to refugees coming to the U.S. be provided for up to 36 months from the date

of their arrival. That is now down to 8 months.” “insure that cash assistance is made

available to refugees in such a manner as not to discourage their economic self-

sufficiency.” “insure that a refugee is not initially placed or resettled in an area highly

impacted (as determined under regulations prescribed by the Director after consultation

with such agencies and governments) by the presence of refugees or comparable

populations..” (The Refugee Act).

This act shows that the government does not want to place all the refugees in one

location so that they are not densely populating one community. What they have not

taken into consideration is that this could help the refugee feel more comfortable and

could lead to greater success. Another contributor to making the refugee feel comfortablewould be with providing the refugee with a decent amount of money to get started. By

providing the refugee with little money so they are motivated to become self-sufficient is

treating the refugee as it is a teenager. If Americans are unable to find employment right

now how is a refugee supposed to do the same? This is another problem that has not been

taken into consideration by the government, which shows a lack of compassion for

refugees. This is why the MRC works to make the refugees adapt to the changing

environment around them. The MRC is not an organization that provides food, shelter

and clothing. They want the refugees to be able to make it on their own so that they do

not need to depend on anyone. The MRC is a place to feel safe while building a new life

and home in Austin.Currently there are political factors that are shaping the viewpoint of people on

immigrants, which are not the same as refugees. House Bill 12 showed legal authorities’

concern with in illegal immigration in 2011. The bill stated that any official could

question the legal status of a person when they are detained. This shows that the state of



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Texas as a whole is cracking down on illegal immigration and the passing of a bill like

this shows that the people of Texas are also upset with illegal immigration. Illegal

immigration is causing citizens to look down upon immigrations as a whole and this is

leading to a negative outlook on refugees.

A refugee is a person who is unable to return to their home country because of a“well-founded fear of persecution” due to race, membership in a particular social group,

political opinion, religion, or national origin, based on the United Nations 1951

Convention and 1967 Protocols relating to the Status of Refugees. An immigrant is

someone who wants to and willingly moves to the United States.

A problem that could be affecting the US and their income of refugees is the

current situation with the Syrian Refugees. 2.5 million people within Syria need support

and 1.2 million are internally displaced, according to the U.N. Regional Humanitarian

Relief Coordinator. There are encouraging signs that the U.S. State Department is

recognizing and taking steps to help this current situation. The US will be donating $100

million for humanitarian aid both inside Syria and in neighboring countries, including$23.1 million to the United Nations High Commissioner for Refugees. This could also

mean that the US will be receiving more refugees within the next year. As more and more

refugees enter the US, and increases the number of refugees in Austin, it becomes more

important to clearly identify the definition of a refugee and the difference between an

immigrant and a refugee.

Economic Environment

The Multicultural Refugee Coalition is currently in need of donations but the

economy is not making it easy for the center to receive these donations. Since the

recession, nonprofits seem to be getting hit the hardest. For organizations that depend

solely on donations it is hard to get those donations during or in the aftermath of a

recession. According to a national survey, non-profit finance fund in 2011, 1935 non-

profits were surveyed, 87% feel the recession isn’t over. 77% saw an increase in demand

for services, 28% have one month or less of cash and 55% added or extended programs.

There are many articles that can be found online instructing non-profits on how to survive

through hard economic times and ideas on how to raise money. Yet this should not be a

problem affecting the MRC because Texas is a state that is not feeling the recession as

bad as the other states.

The unemployment rate in Austin, TX, is 6.40%, with job growth of 0.94%.

Future job growth over the next ten years is predicted to be 35.48%. Refugees are

requesting Texas as a state to live in due to the many opportunities that it provides

economically.” Last year, for the first time since at least 2000, more r efugees - 5,623 of



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them, or 10 percent of the national total - were settled in Texas than in any other state,”

(Freemantle, Tony). With job employment rates growing in Texas job opportunity should

be promising for refugees entering Texas but this does not necessarily affect the MRC

and the MRC is still in need of donations.

Technology

The MRC takes advantage of all social media tools to get the word out about their

organization. They are using Facebook to their full potential; they are now up to 546

likes. The MRC is frequently posting pictures on Facebook to keep people up to date on

what is happening at the organization. The MRC needs to increase likes on Facebook to

get the word out about the organization. They also need to increase their use of Twitter.

They post on Twitter every five to six days; this number needs to increase to a tweet a

day to keep follows involved in the day to day life at the MRC. The MRC also needs to

post more pictures to Twitter so followers feel as if they are involved in the everyday

adventure with the MRC. The MRC also releases a monthly newsletter to keep their

community involved. This is very useful but not as effective as social media. Letting the

community know what is going on once a month is nice but in today’s society people

want to be updated every second of every day. The MRC also needs to keep their blog

posts up to date because they are currently not posting on their blog. This is another way

for people to get a view into the world of the MRC and life as a refugee. Last, is

Instagram. The MRC uses Instagram to keep their followers updated, but Instagram needs

to be linked to their Facebook and Twitter accounts so that everyone can get insight on

what is happening at the MRC even if they are not Instagram users. Currently the MRC

has not taken the step to link all of their technology.

b) The Industry

Multicultural Refugee Coalition (MCRC) has come a long way since its start in

2008. MCRC has greatly improved its presence not only in the Austin community, but

nationally and internationally as well. This presence has been improved through strategic

planning by the staff members and board of directors. In order to be a successful industry,

MCRC implemented social-media in order to raise more awareness about their cause. By

introducing social-media as a part of their industry, individuals from all over the country

are able to tune-in to the efforts, news, facts, and events of MCRC. Having the word out

to the public enables MCRC to promote what is true from what is false i.e., refugees areillegal immigrants. Distinguishing between refugees and immigrants is important, due to

the fact that many people are less willing to help if they believe that the refugees are

illegal.



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The misconception of immigrants, illegal immigrants, refugees, and illegal

refugees leads to other issues of the industry. These issues include: control, regulation,

and promotional activity. Control regulation deals with the amount of regulation from

the government that deals with MCRC. Because MCRC is a non-profit organization there

is not much regulation for revenue.In order to acquire money, MCRC receives various donations. Meg Erskin, Co-

founder and executive director for MCRC, sheds light on these donations: “Most of our

donors are associated with me or the other co-founders somehow and that is something

that we are trying to branch out and establish a larger fundraising base. We have many

Presbyterian Churches that support us and a Lutheran Church. A lot of folks have given

based on a particular cause or fundraising drive we are doing. A lot of folks have

donated to soccer because it was tangible- $25 and you can support a soccer player in the

league. We have also done a Groupon for our sewing program which raised about $1000

which was good” (Erskin). Though there is not regulation of monetary means, there is

regulation in regard to the refugees that enter into Austin.Regulation is handled mainly by the UN and then Austin government, which is

then relayed to MCRC. Promotional activity is handled by raising awareness through

social media, grassroots outreach, coalitions, campaigns, donation dinners, and various

charity events. Having these programs allows MCRC to reach a variety of audiences and

show its industries goals, values, and views. Through these programs, the industry is

promoted in a positive light. Without clarity on what exactly MCRC is, supports, and

does, it will not gain the donations and positive image it needs to stay afloat, as well as

stand out amongst other non-profits that have similar causes.

c) The Client

The MRC was created by two Liberian refugees, Johnson Doe and Paul Tiah, and

two American women, Meg Erskine and Sarah Stranahan and has been around for about

four years. The MRC became an official non-profit in May 2009. The idea of the MRC

was to give refugees a place to feel safe and to make that difficult transformation from

home to Austin. Refugees find the MRC by the internet or they are recommended by

other Refugee centers. The MRC has eight different programs that are broken up into two

groups. The first group is community development.

It is in these programs where the refugees can start to feel a connection to their new place of living. In this group the organization offers soccer, gardening,

youth/children and sewing. Youth/Children specifically helps the children to adapt to

school and to understand the change that is taking place in their life. The children are

encouraged to play soccer so they can feel at home. Soccer and gardening are very



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important because these are things the refugee did in their homeland. It helps them feel

connected to each other and to not feel as if they are in such a foreign place. When a

game of soccer is taking place the rule is that you can only speak English. This is because

they want everyone to learn the language and to not become friends with people just

because they speak the same language. This forces the refugees to bond with each other and to learn the language.

The second group, Pathways to Self-Sufficiency, offers computer literacy, reading

companion, job/career planning and adult basic education. These programs are necessary

for the refugee to be able to depend on himself or herself. After a refugee has been in

America for 6 months his/her government funding is cut off and they are forced to find a

job so they are able to care for their families. In the Pathways to Self-Sufficiency group

the refugees are able to learn the basic skills they need to have a job in Austin. This is

very important because if not after that 6 months it is very difficult for a refugee to find a

job without the basic training.

In 2011 the MRC served over 400 refugees from 14 different countries with a budget of $50,000, which is one $125 a refugee, and no paid staff. The MRC is serving a

large amount of refugees with a very small budget. With the number of refugees growing

each year the number of people in need grows at the MRC. Right now the MRC is not

making any profit. The donations they receive go into the programs and building the new

MRC home. The MRC wants to acquire a new home so that there is one location where

the refugees can go to feel that they belong. The new home will have rooms for classes

and also a soccer field. This way the refugees will not have to travel to different locations

to attend class or play soccer, they can go “home” to do all of this. This is why donation

increase is so important for the MRC.

Refugees are directed to the MRC frequently when they are in need of finding

their place in society. The MRC is a well-known non-profit among the necessary

community and have many people in need and many people willing to reference them.

The problem is the MRC does not have the funds to support all of these people. The

donations are not pouring in because people have yet to identify the difference between a

refugee and an immigrant. Once people are able to identify the difference donations

would increase and the MRC would be able to support their demand for help.

d) The Product, Service, or Issue

MCRC does a great job in regard to its product, service, issue, development,quality, and reputation. Though MCRC does not sell “products” per say, its product is

more like MCRC as a whole and promoting itself to the public. This product promotion is

made possible by presenting all of the positive work done by MCRC, as well as the

benefits that its members gain and then promoting those benefits to the public. Moreover,



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the many life-changing and life improving outcomes of the organization, which are

shown through those that call MCRC home are talked about and written about, which

shed a positive light on MCRC. Those that are a part of MCRC reflect positive, self-

starting, responsible, hard-working characteristics, and therefore exemplify the product

(MCRC). The services MCRC provides to its members are divided into three categoriesand within these categories are sub categories. These categories include: Pathways to

self-sufficiency, Community Development, Children; within these categories are

programs such as, language acquisition, computer literacy training, adult basic education,

career development, gardening, sewing, and soccer. Through each of these programs and

activities, those that are a part of MCRC benefit greatly and gain knew knowledge that

can be used in everyday life.

MCRC deals with many different issues, i.e. the latest issue was in regard

to their new community center, which they were not granted access to due to an

“unforeseeable issue dating back to 1982 when the building was built.” This issue is just

one of the many problems MCRC faces. Like previously stated, MCRC is a non-profitorganization, and therefore, donations and funding are always issues. Other issues deal

with the refugees and ensuring their well-being and emersion into American culture and

lifestyle. Quality and development go hand in hand. MCRC strives to ensure that its

members receive advice, learning, and conversation from well-rounded staff and board

members. With quality members, staff, and board directors, external quality will come

about as well. Development follows after quality and allows for positive developments to

be released. These developments include computer technology and innovation.

e) Promotions

The MRC has made flyers in the past to pass out to spread awareness of the

organization and refugees. Meg has made it clear that she would like to improve the

flyers for future use. The Austin American Statesmen ran a story on the men’s soccer

team for the MRC, this raised awareness on the organization in Austin. The MRC also

uses Facebook and Instagram so the local community receives instant updates on what

the MRC is doing. Once a month the MRC hosts a charity dinner, it is $45 a person, and

it is hosted by a different refugee each time. The dinner is advertised on their social

media websites and is included in their monthly newsletter. The food served is the

traditional food served in the country from refugee hosting the dinner. This is one of the

ways the MRC receives donations and a way for members to learn more about the

refugees who turn to the MRC for help. Last but not least the MRC sends out a newsletter

to keep members in the loop of upcoming events and important information members



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need to know. The promotions are the MRC are strong but with minor improvement

could be very effective.

f) Market Share

The MRC could receive a larger amount of donations if more people understood

exactly what a refugee was and how the MRC was helping them. There is a high demand

for the MRC services with the number of refugees increasing in the US each year. There

are other organizations that are more popular in the area that help refugees but they do

not offer the same programs. Caritas of Austin is a well-known organization in the area

that helps refugees. The difference is Caritas provides housing and food. Also, the MRC

only assists refugees with a legal status. There MRC is not the only non-profit in Austin

seeking to help refugees but they are the only ones helping the refugees become capable

of working and establishing a home in Austin.

MRC is not the only assistance in the Austin area, there are other Refugee

Resettlement Agencies such as, Caritas and Refugee Services of Texas, Interfaith Action

of Central Texas, Centers for Survivors of Torture, Furaha House. These groups

including MRC all make up the developing Austin Refugee Roundtable that meets

together throughout the year for collaborative efforts. They also partner with Skillpoint

Alliance and regularly refer refugees to them and to ACC. Each organization provides

different assistance for refugees, which is why they are all equally important.

g) Competition

MCRC has much competition especially in a city like Austin, which is home to

many non-profit organizations similar to MCRC. Meg Erskin provides a list of other

non- profits in Austin: “ Refugee Resettlement Agencies: Caritas and Refugee Services of

Texas, Interfaith Action of Central Texas, Centers for Survivors of Torture, Furaha

House. These groups including MRC all make up the developing Austin Refugee

Roundtable that meets together throughout the year for collaborative efforts. Links to all

of these are located on our website under local refugee agencies. We also partner with

folks like Skillpoint Alliance and regularly refer folks to them and to ACC.” The

competition is friendly however; one of MCRC’s main goals is to stay on the radar with

its work and efforts, as well as trying to gain some sort of media coverage. MCRC is not

the only non-profit that thinks in that regard, which leads to healthy competition.



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In relation to competition is the target market. Erskin sheds light on the target market or

target audience: “I think we could use some help continuing to further define who our

target audience should best be. Since we have so many different programs it could

appeal to many different folks (soccer, gardening, sewing, education, children etc).

Seems like each of these would have it's own audience as well as the organization as awhole which tends to be Peace Corps or other international folks who love to travel etc.,

faith communities and just now starting to connect more with the international student

groups at each university” (Erskin). Because MCRC has such a wide range of audiences,

it is difficult to promote the image and work in one certain way. Therefore each audience

needs to be addressed in order to gain the support and donations needed to upkeep

MCRC. Though MCRC has a vast audience, one thing that is for certain is the care and

giving attitude the audience has for this organization.

h) Resources

MCRC has been welcomed in the Austin community with open arms; however

there are some individuals who view MCRC as just a place to get a handout. When in

actuality, MCRC is the opposite of a handout. Members of MCRC are trained in different

trades, are taught English, learn computer technology, attend schools, and are employed.

Although all of this is fact, there are still those who view MCRC as a haven for illegal

refugees and immigrants. Because of this, MCRC has asked for help getting an image and

idea out into the public arena. With a positive image and its works and efforts promoted,

MCRC can counteract negative public attitudes and opinion of the organization. MCRC

has a few resources available to them such its community center, soccer field, garden,

donations, and media coverage. These physical facilities are a necessity to MCRC and itssurvival.

i) SWOT Analysis

Strengths:

Active ambitious leaders and volunteers

Quality of services to help integrate refugees into American culture

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Good use of social media to create awareness

Partnership with Skillpoint Alliance

Assistance to refugees who have already obtained legal status



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Weaknesses:

Limited budget

Opportunities:

Increase awareness to monthly charity dinners

Create an understanding of what a refugee is

MRC is located in an active and involved city

Network and build relationships within the Austin community

Threats

Unstable economy

Battle the negative connotations that coincide with a refugee

j. Profile of Potential Publics

o Current Volunteers:

Multicultural Refugee Coalition’s has a main staff of ten and they are all

volunteers. The organization is currently still raising money to hire a permanent staff.

The MRC is currently not recruiting volunteers due to the fact that it is transitioning

spaces and just rely on the ones they already have. Right now the MRC has students,

Returned Peace Corps Volunteers, retired folks, professors and university staff, LMSW

professionals and more serving as volunteers. Also, they have recruited volunteers fromfaith communities, Peace Corps, Volunteer Match, university interns etc. These

individuals are typically optimistic, who have a passion for people coming and trying to

settle in the United States. Some have previous experience with refugee’s and how the

system works, while others have strong teaching skills that they are able to use to help

build working skills for the refugee’s. They value helping people not native to this

country, community service, helping build working skills and a positive outlook.

Current Relationship: Volunteers at Multicultural Refugee Coalition are to essential the

purpose and mission of the Non-Profit organization. The MRC loves working with and

depends on dedicated volunteers to make our programs run. They provide support andguidance to the refugee’s and take part in various activities with the MRC community.

The organization is open to the volunteers interests and that can range anywhere from

event planning, teaching, if you enjoy sewing, gardening, playing soccer, career

developer, ect.



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Influential: Families, peers and community

Interests: Gaining volunteer experience from a different cultural aspect, assisting those inneed, giving back to the community in order to build a more diverse community

o Refugees:

According to U.S. Citizenship and Immigration Services refugees are persons

living outside their country of origin who cannot return to their homes due to fear of

persecution based on their race, religion, or membership in a particular social/political

group. Approximately 70,000 refugees are settled to the United States each year. Texas

receives approximately 4,500 refugees per year and is one of the top states for refugee

resettlement in the United States. These refugees generally resettle in one of eight Texas

communities: Amarillo, Austin, Abilene, Dallas, Fort Worth, Houston, San Antonio and

El Paso.

Current Relationship: Good. Aware refugees that come to Austin take advantage of all

that MRC has to offer. The refugees are able to build relationships with other refugees

and encourage one another. Through the organization they learn various skills to help

them assimilate into the Austin community. Also, they are able to find jobs and apply

through the resources MRC provides. Aware refugees may act as an intervening public in

reaching their peers to increase awareness.

Influentials: Peers, local government agencies that help the refugees come to Austin,

locals they come in contact with that know about various non-profits Austin has to offer

Self-Interest: To become part of a community they can relate to, build skills they need tolive here, seeking job opportunities

o Local Community

The local community is a vital public for the Multicultural Refugee Coalition. The

feeling that the local community has towards your particular non-profit is important to be

able to continue to receive support and gain additional volunteers and donors from the

local community. According to the U.S. Census Bureau, as of July 2012, Austin has just

above 800,000 residents. As a whole, the people that reside in Austin feel that

volunteering is an important aspect of your daily life. A struggle for the Austin

community is becoming regular donors and not just volunteers. As of right now, the

MRC is in need of donors and not necessarily volunteers. The relationship that the MRC

has with the local community is very important to maintain in order to continue and

improve the success of the MRC in Austin.



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Current Relationship: Can be improved upon. Most of the local community are still

confused about what exactly a refugee is, and how they differ from immigrants. The need

is for donors, while most of the community would be more willing to volunteer.

Influentials: Peers, family, what others in their community are doing

Self-Interest: Gaining volunteer experience from a different cultural aspect, assistingthose in need, giving back to the community in order to build a more diverse community,they want their community to become stronger and better while providing opportunitiesfor various underprivileged individuals.

o College Students:

Austin is a city filled with college students and has five colleges in the area that

make up this huge part of the population. University of Texas: with over 46,000 students,

St. Edward’s University: a little over 6,000 students, Concordia University: has around

2700 students, Huston Tillotson University: just around 1,000 students, and Austin

Community college. These individuals typically fall within the age range of 18-24. There

are currently over 60,000 students within the Austin population of 790,390 people

(according to the U.S. Census report of 2010). College students typically become more

aware of various issues people are facing and of people who are in need when attending

college. Especially living in a city such as Austin that is very community oriented and

always offering different volunteer opportunities for residents. College students valuesocial justice, community service, education and helping the underprivileged. Austin

college students usually become involved with an organization to help other individuals

grow and educate various people. If Austin college students, specifically groups

dedicated to these issues within the colleges, were made more aware of what

Multicultural Refugee Coalition they would participate in helping the non-profit.

Current Relationship: Poor. Though different clubs at Universities would be interested,

most college students are unaware of refugees and what it even means to be a refugee.

Influentials: Peers, professors, families, school clubs, family

Self-Interest: Global aspect, community service, helps to educate

o Non-Profits



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Non-profits are huge part of the Austin community and involvement with these

organizations is very typical of residents. In Austin there are various types of non-profits,

including environmental and animal groups, assisting immigrant’s organizations,

educational and political groups ect. Members of the non-profit organizations are usually

motivated individuals that want to help the cause and make a positive impact on thecommunity. Non-profits are not competitive in comparison to for profit organizations,

because their primary purpose is to gain community support. As of right now there are a

whopping 2,074,527 non-profit organizations listed in the United States and this number

is continually growing. As for Travis County there are 8,825 non-profits located here

(Tax Exempt World website). The MRC is one of the non-profits part of the Refugee

Resettlement Agencies. These other organizations involved are Caritas and Refugee

Services of Texas, Interfaith Action of Central Texas, Centers for Survivors of Torture,

Furaha House. These groups including MRC all make up the developing Austin Refugee

Roundtable that meets together throughout the year for collaborative efforts. The MRC

also partner with organizations such as Skillpoint Alliance and regularly refer people tothem and to ACC.

Current Relationship: Great among the MRC’s current network of no- profits they are

affiliated with. MRC works with quite a few other non- profits organizations with a

similar purpose and values.

Influentials: Other non-profit organizations, community

Self-Interest: Build a network with other non-profits, help more refugees

o Current Donors

The Multicultural Refugee Coalition has eleven companies, clubs and groups

listed as their sponsors. The companies/businesses include Whole Foods, IBM, 3M, Clay

Pit, Target and as for clubs there is the North Austin Lions Club, Lone Star Soccer Club.

Also, church’s such as Central Presbyterian Church, and Westlake Hills Presbyterian

Church and organizations such as Austinvolved, and Bread for the Journey International

have all sponsored the MRC. Most donors come from specific fundraising drives that the

organization puts on. To date they have over 600 people on the e-newsletter list andalmost as many on the Facebook page. They promote any fundraising drives on these

regularly.



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Current Relationship: Positive relationship with the donors. They appreciate the efforts of

the MRC and feel as though it is helping build the community and opportunities for those

joining the Austin community.

Influentials: Their publics, community, peers, their employees

Self-Interests: They want their community to become stronger and better while providing

opportunities for various underprivileged individuals. They care about providing

resources and support skill building for new members of the community as well.

2. Situation Analysis:

The Multicultural Refugee Coalition of Austin’s goal is to increase awareness of the

issues and challenges that refugees face every day in American and to gain assistance through

donors and volunteers. Viewing all the research, understanding, and examining the

challenges’ that the MRC faces enabled us to come to the conclusion that the biggestweakness holding MRC back from obtaining their goal, is the fact that refugees are placed in a

category that in Texas, at least, doesn’t have the best connotation. Increasing the awareness of

what a refugee is will assist the MRC in achieving their goal as well as giving the MRC the

opportunity to expand the number of refugees they can help and programs they can create.

A lack of resources and a small budget has kept the MRC from being able to address their

problem in correcting the negative connotations. The task posed by this barrier can be

overcome in several different ways. Allocating existing funds to address the MRC’s core

problem, unawareness of what a refugee is, would be beneficial in helping to achieve and

maintain their goal of more awareness of the issue along with more donors.

3. Core Problem/ Opportunity:

The Multicultural Refugee Coalition of Austin is a non-profit organization that

needs the help of donations, but has lack of donors because of the negative connotations

and lack of knowledge of what a refugee is.

4. Goals and Objectives

The Multicultural Refugee Coalition of Austin is a non-profit organization that needs thehelp of donations, but has lack of donors because of the negative connotations and lack of knowledge of what a refugee is. The focus of this public relations campaign will be



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address the core problem and increase the awareness of what a refugee is and how itdiffers from an immigrant.

Goal

Change perception of the Austin communities view on what a refugee really is.

Objectives

1. Increase total donation from $10,300 to $75,000 by October 20132. Increase from 11 corporate donors to 15 by October 2013 3. Have 10 refugees indicate they feel the community has improved behavior towards

them4. Increase engagement on social media platforms by 12% by October 20135. Increased attendance at Multicultural dinner from 45 to 60 by October 20136. Have five different media stories reported on the MRC in the local media by October

2013

Increase total donation from $10,300 to $75,000 by October 2013

Current Donors

See page 13

Primary Message: Because company is recognized then it will be known for its goodwill withinthe community, visible effort will be key to its success.

Secondary Message:

To raise $75,000 in the next year will require larger than average donations ($25-$55 for the monthly dinner tickets) from generous members of the local Austin community. The



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MRC will not be able to raise $75,000 in the next year without larger donations than $55.We will need to enlist the support of those able to give larger donations in the range of $500 to $1000.

To accomplish this, we will want to receive donations from major donors of $1000 or more. The corporate sponsors are the ones who are able to give that kind of donation and

are company’s that care about helping the local community. Sponsors similar to thecurrent 12 sponsors would be the type of company’s to ask.

These potential sponsors will respond best to letting them know they the company namewill be featured on the website. Also, you are more likely to get a positive response if youmention the current sponsors.

Primary Message: In order to take advantage of this phenomenal opportunity to help out such adeserving non-profit, we need your company to donate $1000 or more.

Secondary Message:

Companies need to be involved in the local community, which means sponsoring localnon-profits.

The Austin community is more willing to shop or spend money at a certain company if they have a reputation for donating to local non-profits. $1000 or more, is the amount thatwould be truly acknowledged by the public as helping out a small non-profit.

Donating items/merchandise is another way to really give to the organization and still berecognized by current or potential customers. Accepting uniforms for the soccer teamfrom a sportswear company or sewing tools from another company are ways for them tohave their name directly associated with helping the non-profit.

The potential sponsors will respond best actually seeing their product featured at your non-profit or even displayed on the back of volunteer shirts/somewhere in the facilities

itself. This physical display of their name will encourage them because they will actually be able to visually see the company being represented and directly related to aiding theMRC.

Strategy: Increase donations from current donors

Tactic1: Host a fundraising event inviting only corporate donors with a minimum of $500donations

Tactic1A: write up a script for phone calls and placing emails

Tactic1B: write a template for invitations.

Tactic2: Host a fundraising event where the corporate donors sponsor the event or donate itemsto be auctioned off

Tactic2A: write a template for invitations

This event won’t be asking potential donors for money but for items to be auction off at a silent

auction event where the local community is invited.

Increase from 11 corporate donors to 15 by October 2013



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Current Donors

See page 13

Primary Message: Because company is recognized then it will be known for its goodwill withinthe community, visible effort will be key to its success.

Secondary Message:

To raise $75,000 in the next year will require larger than average donations ($25-$55 for the monthly dinner tickets) from generous members of the local Austin community. TheMRC will not be able to raise $75,000 in the next year without larger donations than $55.We will need to enlist the support of those able to give larger donations in the range of $500 to $1000.

To accomplish this, we will want to receive donations from major donors of $1000 or more. The corporate sponsors are the ones who are able to give that kind of donation andare company’s that care about helping the local community. Sponsors similar to thecurrent 12 sponsors would be the type of company’s to ask.

These potential sponsors will respond best to letting them know they the company namewill be featured on the website. Also, you are more likely to get a positive response if youmention the current sponsors.

Primary Message: In order to take advantage of this phenomenal opportunity to help out such adeserving non-profit, we need your company to donate $1000 or more.

Secondary Message:

Companies need to be involved in the local community, which means sponsoring localnon-profits.

The Austin community is more willing to shop or spend money at a certain company if they have a reputation for donating to local non-profits. $1000 or more, is the amount thatwould be truly acknowledged by the public as helping out a small non-profit.

Donating items/merchandise is another way to really give to the organization and still berecognized by current or potential customers. Accepting uniforms for the soccer teamfrom a sportswear company or sewing tools from another company are ways for them tohave their name directly associated with helping the non-profit.

The potential sponsors will respond best actually seeing their product featured at your non-profit or even displayed on the back of volunteer shirts/somewhere in the facilities



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itself. This physical display of their name will encourage them because they will actually be able to visually see the company being represented and directly related to aiding theMRC.

Strategy: Make donors feel appreciated

Tactic1: incorporate donors name into new home being builtTactic1a: place name on bricks at the entrance of the new home

Have 10 refugees indicate they feel the community has improved behavior towards them

Refugees

See Page 11

Primary Message: Refugees are able to gain self-sufficiency through the programs offered.

Secondary Messages:

The refugees arriving to the Austin area do not know the city and need assistanceassimilating into the workforce and local culture as well.

They can take part in the various programs offered by the MRC. Those that take part inthe programs will gain experience and different skill sets that will help their life in Austin be easier and also potentially earn a job.

Texas receives approximately 4,500 refugees per year and is one of the top states for refugee resettlement in the United States.

Primary Message: Refugees are an important part of the Austin community and need to besupported through this difficult process of relocating to an entirely new country, city and culture.

Secondary Messages:

Refugees are able to come to the MRC and be supported by the staff and volunteers. They will meet other refugees and build community with them while making connections

and building there network. This will allow them to encourage each other through this process and build the organization.

There are refugees from Latin America, Africa and Asia that are part of the MRC. Thisnetwork let's other refugees know that this is a safe and beneficial place for them to goand grow.

For example, Amanin Euclide's story from Democratic Republic of the Congo. In 2005Amani met other Congolese refugees and went with them to visit a refugee camp inUganda. There he signed up through the United Nations High Commissioner for



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Refugees to move to the United States. As with most refugees, it took several years for his case to be reviewed. While waiting, Amani returned to the streets. “I could provide

for myself much better out on the streets than I could in the refugee camp,” he said. He

was finally granted approval in 2009 and was relocated to Austin, Texas where he beganworking in a warehouse. At the warehouse, he met another refugee who had a friend back

in Uganda. Amazingly, this friend knew a man from Amani’s village. Amani was able tocall him and track down his brother, whom he hadn’t spoken to since 2003. Amani was

relieved to learn that his family was still alive and living Kivu, and has supported themsince then. He says that living in the US is complicated, but he is determined to stay off the streets and now lives in his own apartment. His strong will and determination willhopefully help him fulfill his dream of one day owning a business in America.

Strategy: Improve local communities behavior towards refugees

Tactic1: Increase social media presence and interaction with local community

Tactic1a: Host a tutorial on how to use social media effectively

Tactic2: Pass out brochures to the local community educating them about refugees

Tactic 2a: Create brochures

Increase engagement on social media platforms by 12% by October 2013

Current Volunteers

See page 10

Strategy: increase amount of social media presence

Tactic1: increase daily tweets and interactions on Twitter

Tactic1a: host a tutoring session on how to interact on Twitter Tactic2: Post on the Blog daily about what is happening at the MRC

Tactic2a: host a tutoring session on how to Blog effectively

Tactic3: Post more on Facebook and interact with local community

Increased attendance at Multicultural dinner from 45 to 60 by October 2013

Current Donors

See page 10

Primary Message: Because you will be personally recognized then it will be known for your

goodwill within the community, visible effort will be key to its success.

Secondary Message:



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To raise $75,000 in the next year will require larger than average donations ($25-$55 for the monthly dinner tickets) from generous members of the local Austin community. TheMRC will not be able to raise $75,000 in the next year without larger donations than $55.We will need to enlist the support of those able to give larger donations in the range of $500 to $1000.

To accomplish this, we will want to receive donations from major individual donors of $100 or more. The individual donors are the people to turn to for larger than the averagedonations. They have a personal attachment to the MRC and care about helping the localcommunity. Members of the society that are similar to the current donors and havesimilar interest will be the type of people you would want to ask.

These potential donors will respond best to letting them know they will be personallyrecognized by the MRC. Also, you are more likely to get a positive response if youmention the current donors that are already giving.

Primary Message: Companies need to be involved in the local community, which meanssponsoring local non-profits.

Secondary Message:

The Austin community is very supportive of local non-profits that they truly care about.$500 or more, is the amount that would be good to personally recognize an individualdonor for giving.

Also, you can ask for individual donors to donate items that are needed for the facilities.Such as materials for the refugees that might include sewing machines, sporting goods, or can even personally sponsor a refugee.

The potential donors will respond best by actually being personally recognized.

Current Students

See page 11

Primary Message: Take part in such a helping community and assist refugees that are new tothe area.

Secondary Messages:



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There are currently over 60,000 college students within the Austin population of 790,390 people (according to the U.S. Census report of 2010).

Living in a city such as Austin that is very community oriented and always offeringdifferent volunteer opportunities for residents. College students value social justice,community service, education and helping the underprivileged.

College students typically become more aware of various issues people are facing and of people who are in need when attending college.

Primary Message: Help in any way you are able to, whether that is with your finances or time.

Secondary Messages:

Austin college students usually become involved with an organization to help other individuals grow and educate various people. Show them how they will be changing thelives of refugees and how they can assist them with getting involved in the various programs the MRC officers whether financially/or volunteering.

For example, Katherine (Katie Jack) Floyd is currently in college and volunteers at theMRC. Katie was born and raised in Austin, Texas. Currently studying Latin AmericanStudies and Plan II at the University of Texas, her interest in cultures and working withrefugees began with mission work, primarily in Guatemala and Mexico, with Shepherd of the Hills Presbyterian Church. Katie works with MRC in planning, coordinating, andmaintaining community garden plots with several refugees. Working together weeklyoffers the opportunity for developing meaningful communication skills, especially in theEnglish language. She appreciates learning different techniques and skills from members,as well as helping others adapt to the environment of Central Texas.

Strategy: Increase attendance at Multicultural dinner

Tactic1: Blog about MRC dinner Tactic2: Send evites to local community

Tactic2a: create evites

Tactic3: post about the event on social media sites

Tactic3a: post about the dinner on Facebook, Twitter and Blog sites

Have five different media stories reported on the MRC in the local media by October 2013

Strategy: Increase MRC presence in the local media

Tactic1: Create a press kit

Tactic 1a: put together each component of the Press Kit

Tactic2: Create a media list

Tactic 2a: Make media contacts in Austin

Evaluation Criteria and Tools



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Increased total donation from $10,300 to $75,000 by October 2013

Tools: Donation calculator on MRC website

Increased from 11 corporate donors to 15 by October 2013

Tools: Track increased donations and corporate donor participation

Had 10 refugees indicate they feel the community has improved behavior towards them

Tools: Hand out a survey before the PR plan begins and after where refugees indicate animprovement in behavior

Increased engagement on social media platforms by 12% by October 2013

Tools: Use website trackers such as twitalyzer

list of what we will track. Where started and ended

Increased attendance at Multicultural dinner from 45 to 60 by October 2013

Tools: count attendance at the dinners (ticket sales)

Had five different media stories reported on the MRC in the local media by October 2013

Tools: Tracking local media outlets

Google alert

Works Cited

"Economy in Austin, Texas." Economy in Austin, Texas. N.p., n.d. Web. 24 Oct. 2012.

Freemantle, Tony. "Texas Leads Nation in Refugee Resettlement." Houston Chronicle. N.p., 10June 2012. Web. 24 Oct. 2012.

Goodman, Meg. "Interview With Meg." E-mail interview. 26 Sept. 2012.



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"MRC Austin." MRC Austin. N.p., n.d. Web. 23 Sept. 2012.

"NonProfit Finance Fund." NonProfit Fianace Fund. Bank Of America, 2011. Web. 20 Sept.2012.

"The Nonprofit Research Collaborative." Guidestar. N.p., Nov. 2010. Web. 23 Sept. 2012.

"The Refugee Act." Office Of Refugee Resettlement. N.p., n.d. Web. 24 Oct. 2012.

"Refugees." UNHCR -. N.p., n.d. Web. 23 Sept. 2012.

"Texas House Bill 12 Passes." KVEO News Center 23. N.p., May 2011. Web. 24 Oct. 2012.

"Texas to Pass Tougher Immigration Laws | Homeland Security News Wire." Texas to Pass

Tougher Immigration Laws | Homeland Security News Wire. N.p., Mar. 2011.Web. 24 Oct. 2012.

mrc pr plan

Documents