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Executive Summary

The Multicultural Refugee Center, MRC, is helping the refugees in the Austin area

tremendously yet lacks in donation support from the local community. The MRC has many

strengths, but after researching we found the main problem was the lack of knowledge the

community has on what a refugee is. We believe, based on our research, if the perception onwhat a refugee is could be corrected within the local community donations could increase. The

goal of this PR plan is to change the perception of the Austin communities perception on what a

refugee is and to educate the local community on the proper definition of refugee. We found that

this could be done in six different ways.

1. Increase total donation from $10,300 to $75,000 by October 20132. Increase from 11 corporate donors to 15 by October 20133. 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

These objectives can be achieved by targeting the key publics that are essential to the MRC,

which are current donors, the local community, current volunteers, current students and other

non-profits in the Austin area. By acting out the strategies provided in the PR plan starting on

page 16 and targeting these key publics the MRC will be able to improve the perception on what

a refugee is in the Austin community and increase donations. With the total budget being ?????

these strategies can be acted out within the next year.

The strategies include fundraising events, incorporating donors into the new home,

improving the local communities behavior towards refugees, increasing donations from current

donors, increasing social media presence and interaction with local community, increase

attendance at Multicultural dinners and increase MRC presence in the local media. This is going

to be completed through various tactics. Below I will give just a brief outline on what is included

in the PR plan:

1. Increase donations from current donorsa. Host a fundraising event

2.

Make donors feel appreciateda. Incorporate donors name into new home3. Improve local communities behavior towards refugees

a. Increase social media presenceb. Pass out brochures

4. Increase social media presencea. Increase daily tweets and interactions on twitter

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5. Increase attendance at Multicultural dinnersa. Blog about MRC dinnerb. Send out E-vites

6. Increase MRC presence in the local communitya. Create a press kit

By acting out these strategies the MRC will be able to reach the community and educate

them on the proper definition of a refugee. They will also be able to increase the number of

volunteers to help at the MRC. Once the community is educated on the proper definition of a

refugee the MRC will be able to focus more directly on gaining donations and the functioning of

the MRC. All of the strategies will be performed within the next year and by next year this time

the community will be educated on the refugees and more willing to help with their time and

donations. What we hope you are able to achieve from this PR plan is a community that betterunderstands the population that the MRC serves. We also hope that you are able to increase

donations from this improved perception and open your new home within the next year.