Provided below is a brief description for each template and ideas on how they can be used in concert with other elements of the IMC plan.
PRESS RELEASE
The press release template is designed to be sent out electronically to media outlets and could be included on a press release section of the Peruvian Hearts website. The template incorporates the PH logo with contact information for the press above the pink bar, so as to create a visual separation between who is sending the release and what the release is for. A good rule of thumb is to announce who, what, when, why, where (or whichever of these components apply) at the top of the release. The information should be provided in detail below, beginning with who and what and then providing the when, why, and where. When possible, keep press releases to one page, as media prefer something quick and scannable and will likely not read the release in its entirely.
Once filling out the Word document, it helps to save as a PDF and send as an attachment or if possible, send as the content of an email.
Every press release should include an “About Peruvian Hearts” at the bottom, and that information should always be the same. In this template, we include the brand positioning statement, which have named: Our Promise.
E-NEWSLETTER
The E-newsletter template is designed for monthly distribution via email. Invite donors into the PH family by sharing individual and personalized messages from PH girls about their experiences in the program. Impactful stories create personal connections with the power to strengthen donor relationships and keep supporters aware of PH’s many successes.
The stories/content for the e-newsletter should first be posted on a blog page within PH’s website. The blog space provides a digital home for the stories so once they are linked in the e-newsletter the story is clickable, shareable, and leads to more PH content within the PH website.
- Email the newsletter once a month
- Use a template for consistency and ease
- Plan story content ahead of time
- Ask for writing help from the scholars and PH volunteers
DONOR APPRECIATION LETTER
The donor appreciation letter should be sent out on a regular basis to thank donors for their monetary donations. The template provided enables pictures to be changed out with updated versions, and includes space for the address information at the top of the letter. The actual letter itself should include an acknowledgement to the donor and a thank-you for their contribution. We then encourage a brief explanation as to in what capacity their donation helps Peruvian Hearts. For branding consistency, we wanted to include the “Our Promise” across the bottom. This template was created in Word so that it could be updated throughout the year and by anyone who has Word.
STORYTELLING TEMPLATE:
Donor Stories
Donor stories can be used to communicate what attracted the donor/volunteer to the organization, to describe an experience (with the girls, family or organization), or to describe what is unique about PH that motivates the donor to pledge their support. Donor stories should be motivational and inviting, and offer another way for potential donors to connect to the organization through common interests and experiences.
Girl Stories and Biographies
Girl stories will be shared on social media and in the newsletter and blog. These stories are intended to create even deeper connections between the donors and the girls, and provide more personal and relevant updates on each girl’s accomplishments.
Girl biographies are brief introductions to the Peruvian Hearts girls. They provide a broad understanding of who the girls are, where they came from, and the dreams and aspirations that they want to accomplish with Peruvian Heart’s support. Unlike the stories that will be shared in the newsletter, the information in the biographies will not necessarily share a “current” experience, instead it will focus on the past (background) and the future (dream).
MEME TEMPLATE
Memes can be shared on PH’s social channels with relevant hashtags i.e. #PeruvianHearts #WhyGirls #endpoverty etc. The meme should be hyperlinked to a donation page, opportunity to sign up for PH newsletters, or a PH awareness page.
SOCIAL MEDIA TEMPLATE (THROWBACK THURSDAY)
Throwback Thursday is a social media posting trend where users can share about their favorite memories on Thursdays. To create a post, include these elements:
- When, where, and what happened
- Hashtags that relate to Throwback Thursday: #throwbackthursday, #throwback, #TBT
- Hashtags that relate to PH: #PeruvianHearts, #PeruvianPromise, #EducateEmpowerDream, #futureperuvianscholar
- A picture or video