Valley United Way; United Way; Philanthropy; Nonprofit; Live United; Seymour; Shelton; Ansonia; Derby; Oxford; Fundraising; Corporate Teambuilding; Campaign; Community Campaign; Jack Walsh; Laurel Vicidomino; Patricia Tarasovic; John Ready; Naugatuck River Valley; Connecticut Valley; Connecticut River Valley; Youth Leadership; Corporate Volunteer Council
This thesis focuses on the "marketing communication" function of a nonprofit
organization, the Valley United Way in Shelton, Connecticut. Included is a description of how the marketing communication facilitates the fundraising mission of this local United Way. Included is an account of how the author introduced Web 2.0 marketing communications into the 2008-2009 Valley United Way Campaign by establishing a presence on Internet applications such as Facebook, YouTube and Twitter, as well as a blog to proactively push stories to readers. Stories are pulled together using real simple syndication (RSS), which automatically draws new posts from the blog and publishes them on various sites with subscription capabilities. By using multimedia synergy tactics, Valley United Way is conducting a more efficient Campaign that requires much less effort while targeting individuals of all ages in the community.