Centralia High School Alumni Association: establishing a research-based communications plan

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dc.contributor.author Waller, Kristin J.
dc.date.accessioned 2008-12-16T17:52:21Z
dc.date.available 2008-12-16T17:52:21Z
dc.date.issued 2008-12-16T17:52:21Z
dc.identifier.uri http://hdl.handle.net/2097/1060
dc.description.abstract The goal of this graduate-level report is to establish a research-based communications plan for the Centralia High School Alumni Association (CHSAA) in order to build permanence in relationships between alumni members and the school, as well as, to secure the financial future of the organization. The project will follow a standard public relations RACE (research, action, communication, and evaluation) model. Background research summarizing current trends in the economy, fundraising, donor motivations and solicitation tactics; CHSAA and the environment that surrounds the organization, the school, and businesses in the communities; intervening publics and primary research is analyzed. As a result of the background analysis, four key publics and corresponding strategies and tactics to reach those publics are identified. A campaign budget is proposed; a two-year time period is shown for implementation of created tactics; and finally, evaluation criteria are listed to provide CHSAA with mechanisms for measuring progress toward the end goal of CHSAA being a permanent fixture for Centralia Schools, its alumni members and surrounding communities. en
dc.language.iso en_US en
dc.publisher Kansas State University en
dc.subject communications en
dc.subject RACE model en
dc.subject public relations en
dc.subject high school en
dc.subject fundraising en
dc.subject alumni association en
dc.title Centralia High School Alumni Association: establishing a research-based communications plan en
dc.type Report en
dc.description.degree Master of Science en
dc.description.level Masters en
dc.description.department Department of Journalism and Mass Communications en
dc.description.advisor Joye C. Gordon en
dc.subject.umi Education, Administration (0514) en
dc.subject.umi Mass Communications (0708) en
dc.subject.umi Psychology, Social (0451) en
dc.date.published 2008 en
dc.date.graduationmonth December en

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