1. 1. BE YOUR HEROS HEROCynthia Rivera, Sabrina Argiro, Nicholas Ponce,Priyanka Patel, Ali Mansoor, Matilda Koroma 1
2. 2. Many middle-aged men and women tend to donate and belong to many charitable/non-profit organizations, but the Fisher HouseFoundation is not included on any of their lists. Fusion Advertisings Be Your Heros Hero campaign will bring more awareness toFisher House, and will convince our target market that by donating, they will be helping Americas heroes, therefore making them ahero, as well. Our research reveals that men over the age of 45, and women over the age of 55 are more likely to be involved with a veteransclub, and are more likely to make charitable contributions. Also, men over the age of 55 who served in the armed forces, havemade the most charitable contributions within the last 12 months. It was also discovered that many people within our target have similar views on what a hero is to them, and veterans fit thedescription perfectly; therefore we will incorporate their perception of a hero into our campaign through media and below the linetactics. Creative components are integrated throughout this campaign through various scenarios of injured veterans and their families.Print ads, billboard/airport ads, television and radio spots have been proven to be the most effective amongst our target, so weplan to utilize these as much as possible, and to the best of our ability. Our below the line tactics will include two major galasone in Bethesda, Maryland, and the other in New York City, a walkathonin Washington, D.C. and New York City, and partnerships with the Tough Mudder Race, Build-a-Bear Workshop, and HeinzKetchup. The family-oriented aspects of our campaign will increase awareness for Fisher House amongst our target, and will ultimatelyencourage them to donate, and in turn, be their heros hero.2APPEALING TO FAMILIES WILL PROVE TO BESUCCESSFUL THROUGHOUT OUR CAMPAIGN.Cynthia
3. 3. The Fisher House Foundation is well known for its network of homes where military andveterans families can stay for free, while a loved one is receiving treatment. Fisher Houses are considered a home away from home for the veteran patients and theirfamilies. There are 62 5,000-16,000 square foot Fisher Houses located in the United States and Germany. Each house has between eight to 21 suites, that are professionally furnished, and can accommodate 16 to 42 family members. Some statistics: The Fisher House Foundation has served over 180,000 families since it was first started. It has saved families over $200 million in lodging and transportation costs. Average stay: approximately ten days It has been rated four (out of four) stars from Charity Navigator. The foundation was given an A+ from the American Institute of Philanthropy.3FISHER HOUSE HAS BEEN PROVIDING VETERANSAND THEIR FAMILIES WITH TEMPORARY HOMESSINCE 1990."FISHER HOUSE FACTS. " FISHER HOUSE FOUNDATION. FISHER HOUSEFOUNDATION, N.D. WEB. 30 APR. 2014.Cynthia
4. 4. "DDEAMC - FISHER HOUSE STATISTICS REPORT. " DDEAMC - FISHER HOUSESTATISTICS REPORT. N.P. , 11 OCT. 2013. WEB. 10 APR. 2014..4THE FAMILIES HELPED IN FY13 (OCT12-SEP13) WASSIGNIFICANTLY HIGHER THAN OIF/OEF FAMILIES ASSISTED INFY13.Matilda
5. 5. "DDEAMC - FISHER HOUSE STATISTICS REPORT. " DDEAMC - FISHER HOUSESTATISTICS REPORT. N.P. , 11 OCT. 2013. WEB. 10 APR. 2014..5OVER 4,000 MILITARY FAMILIES STAYED AT THE FORTGORDON FISHER HOUSE AND EXPERIENCED ANESTIMATED OUT-OF-POCKET COST SAVINGS OF$2,545,525.00 SINCE ITS OPENING IN APRIL 1993. Families helped in FY13 (Oct12- Sep13) = 78 Number of OIF/OEF Families assisted in FY13 = 18 Lodging room nights provided = 2437 The average length of stay for FY13 = 32 daysMatilda
6. 6. COYNE, IMELDA, ET AL. "WHAT DOES FAMILY-CENTERED CARE MEAN TO NURSES ANDHOW DO THEY THINK IT COULD BE ENHANCED IN PRACTICE. " JOURNAL OF ADVANCEDNURSING 67.12 (2011) : 2561 -2573. ACADEMIC SEARCH PREMIER. WEB. 1 0 APR. 2014.6IT WAS REPORTED THAT FAMILY-CENTERED CARE ISAN IDEAL PHILOSOPHY FOR THE CARE OFCHILDREN AND THEIR FAMILIES. Family participation was viewed as essential for the childs care Benefits includes many such as promotion of childs health andcomfort Military families in Fisher Houses can have a positive effect ontheir family members admitted at local medical facilities.Matilda
7. 7. TO DETERMINE OUR TARGET, EXTENSIVERESEARCH WAS REQUIRED.OUR RESEARCH PROCESS71. EXPLORETo market to adultsbetween the ages of50-65, we needed tounderstand theirvalues, lifestyles, andtheir donating habits.Through ourextensive research,we uncovered a keyshared attribute,which linked ourtarget together.2. ANALYZEWe analyzed how ourtarget perceiveheroes, as well asFisher Housesposition in thecharitable foundationmarket. Our findingsenabled us todiscover FisherHouses opportunitywith our target.3. CONNECTWe leveraged ourfindings to connectour target to theFisher HouseFoundation in a waythat reflects theirvalues and lifestyles.20 OnlineRespondents255 In-DepthInterviewsTOTALFisherHouseFoundationAdults50-65Cynthia andSabrina
8. 8. BABY BOOMERS ARE FAMILY ORIENTED.8Adults 55-59 Adults 60-64 Adults 65-69Simmons 2011ResearchDescribedthemselves askind, good-hearted,andsincere102 IndexFamily life is themost importantthing to them100 IndexEnjoy Spendingtime with theirfamily102 IndexIn depthInterviewsI like donating toveteran charitiesbecause I am aveteran and somepeople did notend up as luckyas I did.-Robert 56, NYMy hero is mymom. She raisedfour kids andmade sure wealways hadeverything.-Albert 61, NYMy mom is myhero, she madesure everyonesneeds around herwere met beforeher own.-Sara 67, NYKEY FINDING:Baby Boomers highlyvalue their family andshare similar views towhat they believe ahero is. Therefore,their personalityreflects their donatinghabits.Cynthia andSabrina
9. 9. BABY BOOMERS LIVE DIFFERENT LIFESTYLES,BUT HAVE SIMILAR VALUES.9Joe McFarren, 56,Atlanta, GAMeet Joe: He hasbeen married to hiswife Mary for 20 years.They have 4 childrentogether. They oftendonate to charityorganizations. A heroto Joe is someone whois selfless.Michael Smith, 62,Houston, TXMeet Mike: He is aretired veteran who ismarried with 3 childrenand 2 grandchildren.He values quality timewith his family. A heroto Mike is someonewho sacrificesthemselves for others.Donna Jones, 67,Rockaway, NJMeet Donna: She is aretired school teacherwhose son served inthe army. She is anactive member ofvarious non-profitorganizations anddonates whenever shecan. Her son is herhero.Cynthia andSabrina
10. 10. PEOPLE DONATE TO CHARITIES FORMANY REASONS. WHY DO WE DONATE? We are emotionally moved by a persons story. We dont want to feel powerless in the face of need, knowing that we can help. We want to change lives. We feel fortunate, and want to give back to others. We will integrate these motives into our campaign in order to appeal to ourtarget market, and to encourage them to donate to Fisher House.HIGMAN, REBECCA, AND KATYA ANDRESEN. "THE SECRET TO GETTING PEOPLE TOGIVE: 15 REASONS WHY PEOPLE DONATE. " NETWORK FOR GOOD. NETWORK FORGOOD, 6 OCT. 2012. WEB. 28 APR. 2014.10Cynthia
11. 11. FISHER HOUSE FOUNDATION LACKS BRANDIDENTITY.American Red CrossUNICEFAmerican CancerSocietySt. Judes ResearchHospitalWounded WarriorsProject11According to our primaryresearch, our target is not evenaware of Fisher House as anestablished non-profitorganization. To them,American Red Cross is their topof mind organization.Our task: to increase overallbrand awareness for FisherHouse Foundation.Cynthia andSabrina
12. 12. IN ORDER TO INCREASE BRAND AWARENESS, AN IN-DEPTHANALYSIS OF FISHER HOUSE WAS NECESSARY.Strengths Weaknesses Houses are located close to medical centers, so transportation isnot needed Families can stay in the houses for as long as they like Received 4 out of 4 stars for 10 consecutive years on CharityNavigator Fisher House picked up the slack when the government shutdownby paying the death benefits to military families who have lost asoldier during this time in place of the Department of Defense Over $40 million dollars in contributions, gifts, and grants donated. There are many veterans organizations in competition with FisherHouse: Intrepid Fallen Heroes Fund, Operation Comfort, Aid forWounded Warriors. Like Fisher House, many nonprofits share the mission to supportveterans and their families, as well: Elizabeth Dole Foundation,Gary Sinise Foundation, Wounded Warriors Family Support, Homefor Our Troops. Today, the Fisher House Foundation does not provide monetaryassistance to individual service members or their families, unlessrelated to the hospitalization of a service member or his or her family. Encourages involvement. Volunteer opportunities: bring meals andsnacks for residents, help with general housekeeping chores, organizegood drives, babysitting services, holiday decorations, gardening,support fundraising team members during race weekends. Complaints about the salary made to the president, which is approximately$408,889they stated they are unlikely to volunteer or donate to thisfoundation. According to one individual, she states, Four hundred thousand a year forrunning a charity is almost oxymoronic. Ill find one whose leadership isnt sohighly paid.One review can be read by many people, affecting theirdecision on whether or not to donate."CHARITY NAVIGATOR RATING - FISHER HOUSE FOUNDATION. " CHARITYNAVIGATOR. CHARITY NAVIGATOR, N.D. WEB. 1 MAY 2014.Priyank 12a
13. 13. BEFORE CREATING A CAMPAIGN, IT IS IMPORTANT TODETERMINE WHAT MUST BE ACCOMPLISHED.Key InsightOur diverse members of our target have a few things incommonthey have similar views on what a hero is, andhighly value family life. They react well to organizations thatreflect these values and in-turn will convey good feelingsafter donating.MessageThe Fisher House Foundations mission is to connectveterans (heroes) with their loved ones during their times ofneed, and by donating, our target can become their heroshero.ToneEmotional, Serious, HeartfeltCampaign Tagline: Be your heros heroBrand Tagline: Because a familys love is good medicine13Reasons to BelieveA veteran is someone who is selfless and makessacrifices for others. Our target market also views ahero in a similar sense. By combining these twoaspects, consumers will see that a veteran is a heroto them.Positioning StatementUnlike other veteran-oriented nonprofitorganizations, Fisher House strives to help theentire family. They do not just collect money todonate to veterans, they provide frees housing tothe family of injured veterans.Organizing IdeaThe Be Your Heros Hero campaign will focusaround images and videos of what our target viewsas heroes. We will show different ideas of popularhero perceptions, and demonstrate that they can betheir heros hero by donating to our organization.Cynthia andSabrina
14. 14. OUR MICROSITE WILL PROVIDE EASY ACCESS TOTHE BE A HERO CAMPAIGN.14The website will beeasy to use, and willhave different tabsfor up-to-dateinformation aboutour campaign.The website willinclude tabs fordonations, as well asinformation on theGala and WalkathonAli
15. 15. USING TRADITIONAL MEDIA, SUCH AS PRINT ADS,TO REACH OUR TARGET15Background photography will feature a unique story of the veterans and their family in a single shot. This will convey a message filledwith emotions and empathy. The overall print will then express what a hero means. Finally, there will be the tagline of the Herocampaign, Be Your Heros Hero. In addition, a link in fine print direct the audience to the website where they would be able to donatefor the cause.The Result: Fisher House Foundation is presented as the trademark of the Hero.Body Copy: A Hero is ASelfless PersonBody Copy: A Hero is Someone Who MakesSacrificesBody Copy Connotation of the word HeroImage Use of veterans with their lovedones Strong manifestation of emotionsthat relates to each individualIntegration of Promotions Bottom of ad reads: visitwww.BeAHero.com and DonateToday!Logo/Tagline Continuation of the Fisher HouseFoundation logo. Introduces a new tagline whichreads: Be Your Heros Hero.Ali
16. 16. ADDITIONAL PRINT ADS16Tone Honest, emotional,heartfelt. Body copy startswith: A Hero Is inorder to introducedifferentconnotations in amore expressivemanner.Art Direction Center folds themain picture whileblurring or black &white thebackground. Use of white colorfor the font to ensuresimplicity.Mandatories Fisher HouseFoundation logo onthe print ad. Tagline Be YourHeros Hero. Show the website:www.BeAHero.com Showcase ofveterans withfamilies/loved ones.Body Copy: A Hero is SomeoneWho Fights For A CauseOur research has told us that our target does not utilize social media orthe Internet as much as younger generations. We have chosen to useprint advertisements and television spots to reach our target.Ali
17. 17. OUR TARGET RESPONDS WELL TO BILLBOARDADS.17Billboards will be created, keeping the text minimal, as they will be placed in high traffic areas. Theads must have the tagline: Be Your Heros Hero, and display the website: www.BeAHero.com. Willalso showcase the Fisher House Foundation Logo.Our secondary datahas told us that ourtarget responds well tolarge billboardadvertisements.(Simmons Index- 121)Ali
18. 18. OUR TARGET RESPONDS WELL TO AIRPORT ADS.18Airport ads will be created and placed both inside and outsideof airport terminals (domestic and international). The adsinside the terminal will mainly display text, showcasing thetagline: Be Your Heros Hero, website: www.BeAHero.com,and the Fisher House Foundation Logo. Ads outside of theterminal will be very similar, with the addition of a photo of aveteran with his/her loved ones/family.Our secondary datahas told us that ourtarget responds well toairport displays.(Simmons Index- 114)Ali
19. 19. VIDEO BRINGS THE MESSAGE TO LIFE.19Audio: Do I make youproud By: Taylor Hicks startsplayingVideo: Soldier walks towardhis cotAudio: Music remainsconstantVideo: CU of soldiers facelooking at pictureWords across screen readWhat defines a hero?Audio: Music remainsconstantVideo: Camera showssoldier looking at photo of hisfamilyWords still remain acrossscreen read What defines ahero?Words slowly fade outAudio: Music remainsconstantVideo: Young son of injuredsoldier is shown caring for hisfatherAudio: Music remainsconstantVideo: Family is walkingtowards a house. Their backsare facing the cameraAudio: Music remainsconstantVideo: Young girl is riding abicycle while her amputeefather follows after her in hiswheelchairWords across screen read:A hero is a selfless personwho sacrifices themselves forothersAudio: Music remainsconstantVideo: Woman is seenopening door for man inwheelchair.Words still remain acrossscreen read: A hero is aselfless person whosacrifices themselves forothersWords slowly fade outAudio: Music remainsconstantVideo: Fisher House banneris seen on screenAudio: Music remainsconstantVideo: CU of persons footand prosthetic leg are shownwhile he/she participates inphysical activityAudio: Music remainsconstantVideo: Two young girls areshown running towards theirparentsCynthia andSabrina
20. 20. 20VIDEO BRINGS THE MESSAGE TO LIFE.Audio: Music remainsconstantVideo: Woman reunites withher loved one. Is shownrunning and hugging man.Words on screen read: Youcan be someones heroAudio: Music remainsconstantVideo: Toddler is shownreuniting with her father afterhe returns from warWords on screen still read:You can be someones heroWords slowly fadeAudio: Music remainsconstantVideo: Fisher House flag iswaving in the background..Words on screen read:Fisher House has providedfree lodging for more than178,000 military familieswhile veterans receive carefrom military hospitalsAudio: Music remainsconstantVideo: Veteran is seenrunning out of his car andreuniting with his familyoutside his home. In thecenter campaign slogan BeYour Heros Hero is shownand underneath it reads Visitwww.BeAHero.comCynthia andSabrina
21. 21. RADIO ADVERTISEMENTS WILL REACH OURTARGET.21 We are going to use radio as an outlet to advertise thecampaign to our users. We are going to have a 30second spot that will play three times a day for a week,when the majority of our target market tends to tune in. We have incorporated the synergetic theme throughoutthe campaign, i.e Be Your Heros Hero. In the spot, we will start with a emotional yet inspiringmusic piece, and then the announcer will say, What is ahero? After that, there will be voiceovers of men andwomen between the ages of 35-55, responding to thequestion. Once all of the answers have been given, theannouncer will direct the audience to our website bysaying, Visit www.BeAHero.com and donate today, andfinish it off with, Be your Heros Hero. The tone will be simplistic, but real with emotions.Client: Fisher House FoundationCampaign: Be A HeroTitle: Hero:30 RadioMUSIC AUDIOMACHINE BREATH AND LIFEANNCR: What is a Hero?VO (Female, 35): A Hero is someone who put his life at riskVO (Male, 45): A Hero is someone with anoble causeVO (Male, 55): A Hero is someone who fightsfor freedomVO (Female, 50): A Hero is someone who makes sacrificesANNCR: Visit www.BeAHero.com And Donate Today.BeYour Heros HeroAli
22. 22. FISHER HOUSES 25TH ANNIVERSARY GALA WILLRAISE FUNDS FOR THE FUTURE. 2015 marks the 25th anniversary of the Fisher House Foundation. To celebratetheir accomplishments for the last 25 years, Fisher House will host two Be aHero galas. One will take place at the Hyatt Regency in Bethesda, Maryland, not far from Fisher Houses operationsheadquarters, and the other will take place at the Grand Hyatt in New York City, where the foundations corporateheadquarters is located. Fisher House will invite many prestigious guests and charge $500 per ticket. Each ticketwill include one admittance into the gala, and guests will be served a three course meal. Each guest will also have the opportunity to participate in a silent auction. All proceeds from thesilent auction will be donated to the Fisher House Foundation. Items included in the silent auctioncan be anything from concert tickets to VIP packages, or even signed sports jerseys. The goal of this gala is to honor what Fisher House has done for the past 25 years, and raise moneyfor their future plans. This gala will also help increase brand awareness.Sabrin 22a
23. 23. DIRECT MARKETING WILL PROMOTE OUR GALA. We will send out invitations to our gala to our target via mail The invitation will include the date, time, name of the venue, and price of the tickets We will also send out invitations to people in our target who have been donating to other veteransorganizations, such as Wounded Warriors, Intrepid Fallen Heroes, etc. We will send out invitations to philanthropists and strong supporters of non-profits organizations We will invite journalists and magazine columnists from veterans magazines such asThe American Legion, U.S. Veterans Magazine and USA Today. These journalists will report the success of the event and bring more brand awareness to people in ourtarget who read these magazines A few weeks after the event is over we will send our guests and participants a pamphlet,thanking them for attending the gala, and informing them on how much money wasraised for the foundation. They will see how much of an impact they made, and will feelgood about donating/attending. This will encourage them to see the good in what they have done and continue donating to Fisher HouseSabrin 23a
24. 24. FISHER HOUSE WILL HOST THE BE A HEROWALKATHON. Fisher House will host a walkathon that will take place in Washington, D.C. and New YorkCity. People are able to form teams and get people to sponsor them as they walk aroundfamous war memorials and national parks. There will be booths that will be sponsored by different organizations that will haveactivities for all ages. They will include ones from the Army that will have fitness tests, as well as booths for children to make artsand crafts for the people fighting overseas. We will also invite families that have been fortunate enough to receive care from FisherHouse to talk about their experiences and how they have helped. We will raise awareness for Fisher House in two of the most influential and populouscities in America.Nick 24
25. 25. FISHER HOUSE WILL TEAM UP WITH THETOUGH MUDDER RACE. The Tough Mudder race is one of the most popular and invigorating obstacle courses that isdesigned to tests a persons strength, stamina, and camaraderie. For the past four years, theobstacle course has gone global with having races in over seven countries, and over onemillion racers that have registered. Tough Mudder not only pushes people to their limits, they pride themselves on raising moneyfor non-profit organizations, like the Wounded Warrior Project. Their fundraising tagline, Being a Tough Mudder means putting others before yourself,especially those who risk their lives for the safety and freedom of our country, has inspiredpeople to raise over $6 million for non-profit organizations. Fisher House will team up with Tough Mudder and help sponsor the races, along with gettingthe mudders or racers to donate. The Mudders get people to sponsor them as they racethrough 10-15 miles of the intense obstacle course, and in return, they get a prize such as acertain percentage of their registration fee back, and different merchandise such as bracelets,t-shirts, and jackets that Fisher House will provide so the participants can wear it with pride."WHAT IS TOUGH MUDDER?" TOUGH MUDDER. N.P. , N.D. WEB. 3MAY 2014.Nick 25
26. 26. FISHER HOUSE WILL TEAM UP WITH BUILD-A-BEARWORKSHOP FOR THE ULTIMATE BUILD-A-HEROEVENT. Build-A-Bear Workshops nationwide will host a Build A Hero event on Veterans Day(November 11th) Throughout this event, Build-A-Bear workshop will hosts contests, discounts and interactive family days to get customersinvolved. Contests There will be prizes given out for the most creative bear There will be customized t-shirts for the teddy bear which include the writing My Hero Is ____ where customerscan handwrite who their hero is or what a hero is to them Customers will be able to make a bear, and send it to injured veterans currently residing at aFisher House establishment. The bear will come along with a handwritten Get Well cardfrom the customer. Build-A-Bear will also offer veterans 20% off their purchase on that day. 10% of all proceeds will be donated to Fisher HouseSabrin 26a
27. 27. HEINZ KETCHUP PARTNERSHIP#OURTURNTOSERVE In 2011, Heinz Ketchup launched the Our Turn to Serve campaign.This program celebrates veterans who have served our country, andraises awareness for a veterans foundation. For the past two years ithas been, Wounded Warrior Project. How it works: Each Heinz ketchup bottle with the Our Turn to Serve label contains a QuickResponse (QR) code that is scannable with a smartphone. The QR code will thengive instant access to step-by-step instructions to create and send a personalizedThank You card to a veteran. For every Thank You card sent, Heinz will donate $1to the Wounded Warrior Project, up to $250,000. Heinz will also donate anadditional 57 cents for every Thank You Card that is shared via Facebook orTwitter by July 1, 2014.Sabrin 27a
28. 28. FISHER HOUSE FOUNDATION IS GOING TOPARTNER WITH HEINZ KETCHUP. The Our Turn to Serve and Be Your Heros Hero campaign are going to merge. Participants will be able to scan QR codes which will lead them to step-by-stepinstructions on how to create and send a personalized Get Well card to an injuredveteran. For every Get Well card sent, Heinz will donate $1 to the Fisher House Foundation. This partnership will begin on Memorial Day and last until Veterans Day.This time span gives us the topthree holidays where barbeques aremost popular throughout the nation.Memorial Day (57%), IndependenceDay (71%) and Labor Day (55%).These holidays are usually spenttogether with families and the topcondiment used is ketchup (66%)28Sabrina
29. 29. A SAMPLE BUDGET FOR THE GALAS WAS PUTTOGETHER.29
30. 30. A SAMPLE BUDGET FOR THE GALAS WAS PUTTOGETHER.30
31. 31. American LegionAuxilary, $20,834Armed ForcesCommunication,$279,473Military Officer, $9,272The Ameican LegionMagazine, $69,790TIME Magazine,$706,000VFW Magazine,USA WEEKEND,$1,386,176$37,755Total : $2,509,300MAGAZINES USA WEEKENDcosts around $111per thousandcustomer TIME magazine cost$108 per thousandcustomerAli 31
32. 32. 32BANNERADSNumbers of Billboards inuse: Large Billboards 35 Medium Billboards 45 Small Billboards 15$20,000$750$2,000Small BillBoardsMedium BillBoardsLarge BillBoards* per ad per 4 week periodTotal : $800,000Ali
33. 33. 33AIRPORTADS$8,500$14,500Airport BannerBacklight Diorama (Baggage Claim)Total : $400,000* per ad per 4 week periodAli
34. 34. 34TOTALBUUDGET$400,000$800,000$2,509,300$500,000$4,000,000$100,000 $50,000 $10,000$1,175,000$100,000$4,500,000$4,000,000$3,500,000$3,000,000$2,500,000$2,000,000$1,500,000$1,000,000$500,000$0Total : $9,644,300Ali
35. 35. THE IDEAS WE HAVE PROPOSED FOR THISCAMPAIGN WILL LEAD TO THE FURTHER SUCCESSOF THE FISHER HOUSE FOUNDATION. Print, billboard, airport ads 30-second radio and television spots Gala/walkathon Partnerships (Mudder Race, Build-a-Bear, Heinz Ketchup Increase brand awarenessCynthi 35a
36. 36. THE IDEAS WE HAVE PROPOSED FOR THIS CAMPAIGNWILL LEAD TO THE FURTHER SUCCESS OF THE FISHERHOUSE FOUNDATION.Sabrin 36a
37. 37. 37BE YOUR HEROS HERO
38. 38. 1. "Charity Navigator Rating - Fisher House Foundation." Charity Navigator. CharityNavigator, n.d. Web. 1 May 2014.2. Coyne, Imelda, et al. "What Does Family-Centred Care Mean To Nurses And How DoThey Think It Could Be Enhanced In Practice." Journal Of Advanced Nursing 67.12(2011): 2561-2573. Academic Search Premier. Web. 10 Apr. 2014.3. "DDEAMC - Fisher House Statistics Report." DDEAMC - Fisher House StatisticsReport. N.p., 11 Oct. 2013. Web. 10 Apr. 2014..4. "Fisher House Facts." Fisher House Foundation. Fisher House Foundation, n.d. Web.30 Apr. 2014.5. Higman, Rebecca, and Katya Andresen. "The Secret to Getting People to Give: 15Reasons Why People Donate." Network for Good. Network for Good, 6 Oct. 2012.Web. 28 Apr. 2014.6. "What Is Tough Mudder?" Tough Mudder. N.p., n.d. Web. 3 May 2014.38