LETTER OF INSTRUCTION FOR 2014 MCAS CHERRY POINT

19 Feb 14
From:
Fund Drive Manager
Subj:
LETTER OF INSTRUCTION FOR 2014 MCAS CHERRY POINT NAVY-MARINE CORPS
RELIEF SOCIETY (NMCRS) ACTIVE DUTY FUND DRIVE (ADFD)
Ref:
(a) SECNAVINST 5340.7 (Active Duty Fund Drive ISO NMCRS)
(b) ALMAR 005/14
(c) ASB 5340 dtd 6 Feb 14 (2014 NMCRS Fund Drive)
Encl:
( 1)
(2)
(3)
(4)
(5)
(6)
( 7)
(8)
(9)
(10)
(11)
2014 Cherry Point NMCRS ADFD talking points
2014 Cherry Point NMCRS ADFD sound bites
2014 NMCRS "Did You Know" fact sheets
NMCRS at a Glance
NMCRS Cherry Point 2013 Command Assistance Report
2014 Marine Corps Exchange NMCRS Contribution Program
2014 Cherry Point NMCRS FD key personnel and UFDL contact list
UDFL Transmittal Form
UFDL Collection Log
Instructions for MOL authority delegation for NMCRS contributions
NMCRS Active Duty Fund Drive Manual
1. Situation. Per references (a) and b), the 2014 Cherry Point area NavyMarine Corps Relief Society (NMCRS) Active Duty Fund Drive (ADFD) will take
place 1-31 Mar. The CG, 2D Marine Aircraft Wing (2d MAW) and CO, Marine
Corps Air Station (MCAS) have issued a joint directive, reference (c) , for
the base program and have requested the support of other tenants for an
integrated area effort. MCAS CHPT has been designated as the responsible
command with all others in support. Additionally, the Marine Corps Exchange
program operates a contribution campaign that is separately managed and
aligned with local efforts. Last year's area campaign achieved contributions
··of $55,316.
This LOI provides the general intent, concept of operations,
and tasks for the fund drive campaign.
2. Mission.
In Mar 2014, execute the Cherry Point area NMCRS fund drive to
enhance active duty personnel awareness of services available and provide
maximum opportunity to donate essential funds supporting continuity of
mission.
3.
Execution.
a.
Intent.
(1) Purpose. The purpose of the Cherry Point NMCRS active duty fund
drive is twofold: 1) increase Marine and Sailor understanding of NMCRS
mission and services/support available and 2) secure funds essential to
accomplishing this mission.
(2) Method. We will achieve this objective through three primary
pillars subject to the limitation that we will not unduly influence or
attempt to influence the decision of a targeted potential contributor to give
or not to give other than through the information campaign and purposeful
contact strategy described herein. We will, however, be aggressive in our
pursuit of closure of that decision to maintain momentum of action. The
three pillars:
Subj:
LETTER OF INSTRUCTION FOR 2014 MCAS CHERRY POINT NAVY-MARINE CORPS
RELIEF SOCIETY (NMCRS) ACTIVE DUTY FUND DRIVE (ADFD)
1 Information campaign. "Telling the NMCRS story" in a
ubiquitous and targeted way to reflect the real impact on the Cherry Point
Community,
~ "Meaningful" contact.
Being aggressive and purposeful in our
initial contact in order to ensure targeted potential contributors ·(active
duty military) understand the NMCRS mission, are briefed on its support to
the Cherry Point community, and are provided the opportunity to give, and
l Opening the aperture. Providing access and opportunity for
non-targeted potential contributors (e.g. civilians and contractors) to
donate.
(3) End-state. Success of this campaign is achieved when the
following condition is met: 100% meaningful/purposeful contact has been made
with targeted potential contributors to the extent reasonably achievable
(meaningful contact defined as effectively communicating the critical themes
and providing the opportunity to give). The campaign's succ.ess will not be
determined on total contributions pledged because such arbitrary targets are
not representative of the campaign's objectives; however, contribution
metrics will remain a key indicator of our successful performance in the
information campaign.
b.
Concept.
This Fund Drive will be executed in four phases:
(1) Phase 0 (Campaign Orientation and Planning: Present to 20 Feb).
The objective of Phase 0 is to indoctrinate key staff, organize the Campaign
Committee, identify measures. of success, conduct detailed planning to include
identification of shortfalls and decision points, and to conduct campaign
rehearsal. This phase is successful when the Campaign Committee is fully
staffed and trained and the objectives and concept of the campaign are well
understood.
(2) Phase I (Campaign Communication and Shaping: 14 Feb to 31 March).
The objective of Phase I is to orient the target potential contributors
(active duty personnel) in the MCAS community to the mission of NMCRS,
services/support available, and the impact their contributions makes on our
Marines and Sailors. This phase is heavily reliant on an effective
information and public affairs strategy. .This phase is successful when
sufficient information on the value of NMCRS and their dependency on
donations has reached and been effectively communicated to a large portion of
the target potential contributors and an enhanced positive perception of the
organization is achieved. Success in Phase I is paramount to achieving early
momentum during campaign kick-off.
(3) Phase II (Kick Off & Fun Drive; 1-31 Mar).
Phase II are:
The objectives of
(a) To establish and maintain high momentum for the campaign.
This phase is dependent on ubiquitous public information, maximum target
contributor contact, and targeted donation "kick off" events. This objective
is successful when the target potential contributors made aware that the
Campaign is underway through overwhelming information operations and personal
contact by their unit representative. Success of this objective will be
measured by reportable contact and through reporting of donations.
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Subj:
LETTER OF INSTRUCTION FOR 2014 MCAS CHERRY POINT NAVY-MARINE CORPS
RELIEF SOCIETY (NMCRS) ACTIVE DUTY FUND DRIVE (ADFD)
(b) To collect donations from targeted potential contributors.
This objective is successful when the maximum achievable number of targeted
potential contributors is reached and contact follow up is relentlessly
executed.
(5) Phase III (Drive to the
30) . The objective of Phase III is
decision, verify accountability and
pertinent lessons learned and after
c.
End, Wrap-up, and Conclusion: 1 Aprilto dr~ve undecided contributors to
close financial records, and record
action reports for riext year's committee.
Tasks.
(1) Fund Drive Manager (FDMGR)/Assistant FDMGR (NHC).
(a) All phases.
! Coordinate, synchronize, and oversee execution of the
command representative programs to ensure mission objectives are achieved,
reports are submitted in a timely manner, and donation pledges are closed in
a timely manner,
2 In coordination with NMCRS Cherry Point, monitor and compile
summary of online contributions through NMCRS credit card site and in
coordination with the Special Events Coordinator, monitor and compile all
active duty Marines and Sailors contributions,
3 Make liaison with MCX NMCRS contribution campaign leader,
provide support as requested, and track success of this effort as part of the
integrated MCAS campaign MOEs,
(b) Phase I.
1 Secure and distribute campaign materials to Unit Fund Drive
Leaders (UFDLs),
2 Conduct necessary follow on training for UFDLs to ensure
campaign pledges are accurately recorded, minimize administrative oversight,
and campaign objectives are understood,
3 Collect and review UFDL unit-level campaign plans to ensure
consistency of message and pillar objectives are met (information campaign,
"meaningful" contact, and opening the aperture),
4 Make necessary liaison to establish access to NMCRS central
donation website contribution summaries,
5 Document processes and conduct training for active duty
Sailor allotment processing by voucher.
(c) Phase II-III.
! Monitor, oversee, and revise UFDL plans to ensure campaign
objectives are met,
2 Validate donation pledges and transmittal logs to ensure
they are complete, accurate, and actionable,
3
Subj:
LETTER OF INSTRUCTION FOR 2014 MCAS CHERRY POINT NAVY-MARINE CORPS
RELIEF SOCIETY (NMCRS) ACTIVE DUTY FUND DRIVE (ADFD)
l At weekly fund drive meetings, present compiled unit level
campaign Measures of Effectiveness (MOE) reports.
(d) Phase III (Main Effort) .
1 Complete validation of donation pledges and transmittal logs
and in coordination with treasurer, prepare final transmittal and ensure fund
accounts are closed,
2 NLT 30 Apr 14, in coordination with other key staff and
UFDLs, compile an after action report consisting of at least lessons learned,
summary of MOEs, and key supporting data such as briefs, LOis, etc.).
(2) Campaign Staff Non-Commissioned Officer (Senior Enlisted Leader)
and Administrative Assistant (IPAC) .
(a) All phases.
1 Advise the Fund Drive Manager and key staff on effective
methods to achieve pillar objectives affecting enlisted personnel,
~ Serve as the keys staff principal liaison to command
Sergeants Major or other assigned senior enlisted leader,
3 Monitor MOL contribution summaries and provide weekly
reports,
4 Assist the Assistant Fund Drive Manager in all assigned
tasks.
(b) Phase I.
1 Conduct calls on principal command (2d MAW, MCAS, NHC, FRCE, CNATT, and CLC 21) Sergeants Major, Command Master Chiefs, or other
designed senior enlisted leader to communicate the imperative for proactive
command engagement, discuss campaign objectives, and solicit support for
UFDLs,
~ Establish necessary permissions to review NMCRS MOL
contribution summaries and document processes and conduct training for active
duty Marine allotment processing by MOL and voucher.
(3) Secretary/Treasurer (2d MAW Comptroller) .
(a) All phases. Receive, deposit, and account for campaign
proceeds submitted by UFDLs and through special events.
(b) Phase I.
Assume custody of the local campaign account.
(c) Phase III.
1 Once donation window is closed and online contributions are
accounted for, close financial records and prepare financial summary.
2 In coordination with MCAS CHPT Comptroller, schedule and
conduct record audit.
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Subj:
LETTER OF INSTRUCTION FOR 2014 MCAS CHERRY POINT NAVY-MARINE CORPS
RELIEF SOCIETY (NMCRS) ACTIVE DUTY FUND DRIVE (ADFD) (4) Publicity Coordinator (PAO) .
(a) All phases.
In coordination with the ADFD key staff and
UFDLs, execute information campaign.
(b) Phase I (MAIN EFFORT).
ICW NMCRS CHPT office, develop and
execute a comprehensive information strategy using a broad platform to
communicate specified critical themes and enhance effectiveness of Campaign
Phases II-III,
(5) Special Event Coordinator (VMR 1) .
(a) All phases.
1 In coordination with the ADFD key staff and UDFLs, execute
special event campaign strategy,
2 Provide information campaign support to Publicity
Coordinator.
(b) Phase I. Develop a special event campaign that provides a
focus ori "kick off" week (Phase II) and provides opportunities for nontargeted potential contributors (e.g. civilians and contractors) the ability
to donate.
(6) Legal Advisor (SJA). All Phases: review campaign directives and
operations for consistency with applicable rules, regulations, and guidelines
for ethical conduct.
(7) Unit Fund Drive Leaders.
(a) Phase I.
1 20 Feb, attend UDFL training at time and place specified,
2 Develop unit level campaign plans that provide for command
element engagement and achieve the campaign end-state,
l 26 Feb, brief essential elements of unit level campaign
plan to the fund drive manager,
4 Execute information campaign portion of unit level plan to
set conditions for Phase I success,
5 In coordination with the command element, establish
necessary permissions to review your command's MOL contribution summaries
(fund drive Administrative Assistant will be available to support this
effort); additionally, assign Fund Drive Leader (CDR Alvarado), SNCO (MSgt
Gonzalez) to your unit's permissions, and Administrative Assistant (CW02
McKain).
(b) Phase II (MAIN EFFORT) .
1 Execute unit level campaign plans to maximize "meaningful"
contact with targeted potential contributors,
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Subj:
LETTER OF INSTRUCTION FOR 2014 MCAS CHERRY POINT NAVY-MARINE CORPS
RELIEF SOCIETY (NMCRS) ACTIVE DUTY FUND DRIVE (ADFD)
~
Report Measures of Effectiveness (MOE) at weekly fund drive
meetings,
i Receive, account for, and transmit contributions.
(d) Phase III.
1 Assist with after action report,
2 Provide financial closeout support to Assistant Fund Drive
Manager (AFDMGR) and Treasurer.
d.
Coordinating Ins1tructions.
(1) Execution timeline.
(a) Campaign dates (contribution window): 1-31 Mar 2014.
(b) Schedule of events.
Date
Time
Event
Location
Brief info campaign {PAO) ;
UFDL campaign training {FDMGR)
#1 {Ph I)
19 Mar {Wed)
1300
Fund Drive Mtg
MOE brief {AFDM) ; Get well plans
{UDFLs)
TBD
#4 {Ph I/II)
TBD
TBD
MCAS Compt
Audit
Comments
MOE brief {AFDMGR) ; After
report requirements {AFDM) ;
Financial closeout plan {Treas)
FDMGR, Treasurer
TBD
(c) UDFL contribution turn-in to treasurer: every Thursday, 09001200, 2d MAW Comptroller's Office (POC: Capt Kennedy). UDFLs must submit
voucher copy 2 and collections log.
(d) Fund Drive Manager's CG/CO SITREP: weekly, Friday.
(2) Measures of Effectiveness (MOE).
(a) ~Meaningful" contact objective: Contact % (targeted potential
contributors) and Closure % (targeted potential contributors that have made a
decision to give or not to give) . Reported by unit Fund Drive
Representative(s).
Target is both metrics close to 100%.
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Subj:
LETTER OF INSTRUCTION FOR 2014 MCAS CHERRY POINT NAVY-MARINE CORPS
RELIEF SOCIETY (NMCRS) ACTIVE DUTY FUND DRIVE (ADFD)
(b) Information campaign and UDFL strategy: Donation Pledges ($) .
! Reported weekly by Unit Fund Drive Representatives as
validated by AFDMGR and Secretary/Treasurer; included:
~
Contributions via MOL,
b Contributions via allotment or cash voucher,
c Contributions via NMCRS fund drive website (credit card)
as retrieved by AFDMGR via NMCRS CHPT,
d Unattributed cash donations (e.g. from fund drive events),
and,
e MCX program proceeds retrieved by AFDMGR via MCCS.
2 Total contributions as an equivalent to service members
supported (in 2013, service members received approximately $552/person in
average assistance at Cherry Point) .
3 Total contributions and contributions as a percent of
target.
The aggregate target is a 5% increase over last year's goal
($55,316).
4 Unit level total contributions and contributions as a
percent of actual assistance (loans + grants) provided in 2013.
(3) Constraints and restraints.
(a) Targeted potential contributors are limited to the active
duty component; civilians cannot be solicited but can be provided the
opportunity to donate if so motivated.
(b) Prohibited activities: coercion, 100% participation goals
(not contact), personal quotas, tracking non-contributors, documenting
results on performance appraisals.
(4) Information campaign.
(a) Critical themes.
! NMCRS supports Sailors and Marines. NMCRS is a critical
support system for active duty Sailors and Marines, providing nearly $50
million each year in financial assistance and countless hours of volunteer
service,
~The ~ctive
Duty Fund Drive has two primary purposes: to
raise awareness of the programs and services available to active duty Sailors
and Marines and to raise funds to support the programs and services offered
by the Navy-Marine Corps Relief Society. The more knowledge Sailors and
Marines have about the Society's resources, programs, and services and when
and how to get assistance, the more operationally ready they will be.
3 The ADFD is essential for NMCRS to raise the operating
capital necessary to provide services and back its interest-free loan
assistance program. NMCRS has three sources of operating capital:
contributions, repayment of interest-free loans, and reserve funds.
While
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Subj:
LETTER OF INSTRUCTION FOR 2014 MCAS CHERRY POINT NAVY-MARINE CORPS
RELIEF SOCIETY (NMCRS) ACTIVE DUTY FUND DRIVE (ADFD)
interest-free loan repayment represents a large component of NMCRS cash flow,
new capital is raised through contributions. The ADFD accounts for the vast
majority of contributions and without a successful campaign, NMCRS cannot
support its programs. While civilians are welcome and encouraged to donate,
they cannot be actively solicited.
4 NMCRS is active in supporting the MCAS Cherry Point
community.
In 2013 alone, the local office provided $733K in financial
support, serviced 1,921 service members and their families, educated 351 new
parents, and conducted 46 short courses on a variety of personal wellness and
financial topics affecting 3,950 Sailors and Marines. Sailors and Marines
from 35 Cherry Point area commands received support.
~ NMCRS financial assistance is not "free" or "gift money".
It is designed to offset and mitigate the unexpected financial hardships
experienced in military life. Those seeking assistance are educated,
mentored, and put on a path to not only repay the funds, but to also address
the root cause or provide a short term buffer. The succe.ss of NMCRS in
achieving this broader goal is evident in the high payback rates of their
loans.
Only in very specific and extenuating circumstances are grants issued
or loans forgiven.
6 Allotment is the most convenient, immediate, and direct way
for Active Duty service members to give.
For Marines with sufficient active
service remaining, allotments supporting NMCRS can be made immediately on MOL
providing instant feedback and an error free transaction.
For those who
prefer to use a credit card, use of the NMCRS online system provides the same
instant error free experience: www.nmcrsfunddrive.org, although it is
important to correctly identify your unit identification code so your
contribution can be credited to the Cherry Point area.
(b) Talking Points, Sound Bites, "Did You Know" fact sheets,
NMCRS 2012 summary, and NMCRS Cherry Point Command Summary: Enclosures (2)(5).
(5) MCX Contribution Program, enclosure (6) .
(6) UFDL Unit Level Campaign Plan minimum content:
(1) Concept of the campaign.
pillars within your organization?
(2) Command engagement.
support the campaign?
How will you achieve the three
How does your command element intend to
(3) Measures of Effectiveness. How do you plan to track key
metrics with emphasis on contact and closure?
(4) Shortfalls.
What additional support do you require?
(5) Subordinate UFDLs.
your supporting team?
Have you identified and made contact with
e. Critical Information Requirements (CIRs). The following shall be
reported to the Fund Drive Manager as soon as possible:
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Subj:
LETTER OF INSTRUCTION FOR 2014 MCAS CHERRY POINT NAVY-MARINE CORPS
RELIEF SOCIETY (NMCRS) ACTIVE DUTY FUND DRIVE (ADFD)
(1) Actual incidents or indications of violations of
constraints/restraints such as solicitation of civilians, undue command
influence, and coercion,
(2) Loss of financial accountability for donated funds,
(3) Failure to attain >80% UFDL meaningful contact metrics by 19 Mar
and >95% by 26 Mar.
4.
Administration and Logistics.
a.
Administration.
(1) ADFD Key Personnel and UFDL contact list, enclosure (7).
(2) NMCRS ADFD Website (templates, transmittal logs, and other
essential ADFD support): http://www.nmcrsfunddrive.org.
(3)
enclosur~s
UFDL Transmittal Form (Allotments) and Collections Log,
(8) and (9).
(4) MOL command authority delegation instructions for charitable
reports, enclosure (10).
(5) NMCRS Active Duty Fund Drive Manual, enclosure (11)
b.
5.
Logistics.
Omitted.
Command and Signal.
Omitted.
0. (}twaaja
A. ALVARADO
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