Refuge for Women

Current Roadmap:
November 2024 - December 2025

Your Big Growth Goals:

Overall revenue goal of $1,000,000 through donations and business sponsorships.
  • Raise $50,000 at each of the “Salon Events” (small gatherings) and host 4 of them to bring in $200,000 
  • $100,000 from major donors
  • Increase monthly giving to $50,000
  • Cultivate churches to bring in $50,000
  • Bring in business sponsorships at $25,000 
  • General donors' goal $75,000
Impact Goals:
  • Double the available Emergency House beds for crisis stabilization by opening 2 more homes. Expand from 15 beds to 29.
  • Stabilize current funding and sustain operations by increasing overall revenue by $500,000. 
  • Provide quality training to all staff to provide best practices and quality care. Invest in classes, conferences, and monthly training modules across all 6 locations. 
  • Become a leader in the industry that collaborates with other anti-trafficking organizations through consulting services and share the program with 3 other organizations.
Your Strengths & Challenges
You have a combination of unique strengths and natural barriers that impact how you're able to grow. Understanding these helps us include products on your roadmap that are a good match with your needs and circumstances.

Strengths:

  • The team has grown! Debi and Peyton bring excellent experience to the team under Abby’s strong leadership
  • Peyton is able to focus on some internal marketing pieces that can align well with what Unseen can produce
  • Well-rounded strengths for fundraising across the team 
  • Focused on building relationships with donors 
  • Exciting plans and events—managed by donors/board members with a great opportunity to reach “high capacity givers”
  • Have smart plans for cultivating donor relationships with great understanding and focus
  • Larger team allows for focused areas of responsibility rather than the “all hands on deck” mentality 
  • Long history of success and have significant direct care experience in this field 
  • In a “season of transition” and ready to grow!
  • More intentionality with segmenting major and mid-level donors instead of “one size fits all”

Challenges:

  • Recently had a big shift in leadership and are still putting all the pieces in place
  • Risk of competing for donors with individual locations
  • Brand and messaging inconsistency among multiple locations
  • Staff responsibilities for donor reporting systems need to be better streamlined and consistent
  • Build a centralized business sponsorship package/campaign
  • Would like to improve donor cultivation
  • Grow monthly donors + increasing the amounts they’re giving
  • Lack of marketing collateral for all locations 
  • Build a business development corporation plan

Your Projects:

About your projects:

Purpose: We invest in marketing tools that will help you connect with more donors, so you can grow your work and assist more vulnerable people—faster!

Scheduling:
We know you're busy! Please let us know if your schedule changes and you don't have capacity for a project, or if it isn't a good fit. We serve many partners, and this opens up a space in our project calendar for someone else.

Next Steps: Your Project Manager will reach out to launch each upcoming project. Feel free to email them anytime with questions.
Please note that estimated timelines below include ~2 weeks for printing and shipping (if a print product). The start date is when you can expect our team to reach out to you to begin filling out project forms. The end date is when you should have the product in-hand.

Business Cards

Estimated Timeline:
June 27, 2025
-
August 29, 2025
We'll create up to 3 business cards that feature your refreshed logo for your team and print them. You'll receive the final working files of this (just like for all products) and can use the files to create any additional versions you may need.
Learn More
TENTATIVE
PROJECT COMPLETED
Donation Card
Dec 2, 2024
-
Jan 24, 2025
This project is tentative
Estimated Start Date:
December 2, 2024
Donation Cards are a multi-use tool! Collect contact info and/or receive a donation and/or direct people to the website for online giving. They also serve as a reminder to give if someone wants to mail it in later! Ideally, this will be done on time for your January salon event!
Learn More
TENTATIVE
PROJECT COMPLETED
Marketing Conversation: Mapping Your Message
Jan 14, 2025
-
Feb 10, 2025
This project is tentative
Estimated Start Date:
January 14, 2025
We'll walk you through the method Unseen uses to develop donor-focused language. Developing your key messaging allows you to communicate in a way that inspires others to get involved. This method will be applied throughout your Unseen products to bring a consistent voice to your brand.
Learn More
TENTATIVE
PROJECT COMPLETED
Info Card
Feb 14, 2025
-
May 8, 2025
This project is tentative
Estimated Start Date:
February 14, 2025
We'll use the Unseen Story Arc, as discussed in the Mapping Your Message Conversation, to develop a clear and concise Info Card that casts a vision of your work and invites potential donors to learn more. This will pair nicely with your Donation Card!
Learn More
TENTATIVE
PROJECT COMPLETED
Logo Refresh
May 8, 2025
-
Jul 11, 2025
This project is tentative
Estimated Start Date:
May 8, 2025
CANCELLED - This product focuses on small changes to help update a logo and make it more modern, while keeping the the essence of the current logo so that it's still very recognizable to your audience. Examples include updating the font, spacing, and color shade/tone, and/or a tweaked icon (i.e. the silhouette of the woman). Please read the full product description for more information!
Learn More
TENTATIVE
PROJECT COMPLETED
Event Banners
Jul 23, 2025
-
Oct 16, 2025
This project is tentative
Estimated Start Date:
July 23, 2025
This will be a great product to use at your Salon Events and any other events or booths you have for the year. Note: This product needs high-res quality photos and works best with beautiful, hopeful photos of those you serve (or we can use stock photos)
Learn More
TENTATIVE
PROJECT COMPLETED
Pitch Deck
Oct 7, 2025
-
Dec 19, 2025
This project is tentative
Estimated Start Date:
October 7, 2025
We’ll use the messaging we’ve continued to refine up until this point as a starting point for a branded “pitch deck” which will focus on the Story Arc (Problem, Solution, Call to Action) to connect with donors and invite them to join in your work by donating. Although this will be a completed deck ready to use when we finish, you are also able to share it with other teams (and locations), and they would be able to tweak it to suit their needs.
Learn More
TENTATIVE
PROJECT COMPLETED
Mailchimp: Welcome Drip Series
Nov 17, 2025
-
Dec 31, 2025
This project is tentative
Estimated Start Date:
November 17, 2025
This product will align with your goal of cultivating new people as they join your email list. Since you have a Standard Plan in MailChimp, we will be able to create this product right in your account and set it up to run automatically. This project is tentative based on the timelines of previous projects. If we approve, it could run simultaneously with the Pitch Deck (after we're in design on the Pitch Deck). If we don't get to it this year, we'll move it to next year's Roadmap :)
Learn More

Upcoming Project(s)

We know you are busy, and we have no desire to push projects on you. Let us know if you do not have the capacity for the following projects, or if you feel these would not be a good fit. We are always willing to make changes when necessary!
Action Steps:
We'll reach out to start the process on the upcoming projects.

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Note: We have put this plan together partially based on our team’s capacity to do projects throughout the next 6-9 months. We would always love to be able to do more, but this is what we can currently offer. Please think about these items in terms of what is practical for you. Your honest feedback on this plan will be really helpful. If there is anything you do not understand, just ask.

Future Path

Projects we may want to consider for a future roadmap or in lieu of an above project.
  • Story Card

Approval Process for Projects

We find that clear points of contact and defined roles create a smooth process for keeping projects moving—saving all of us valuable time and money—and creating a sustainable, productive partnership!
Main Point of Contact:
Your organization's main point of contact for the ongoing details of project management:
Peyton Richardson
Consultant/cc:
This person needs to be consulted on each draft, for approval and/or input, as a project is being created:
Abby Germer, Debi Dunham

Pending Project Approval

We've created your roadmap based on our team's resources and capacity to do projects throughout the year. We'd always love to do more, but this is what we can currently offer.

All projects on your roadmap are considered ‘pending approval’. They have a reserved space on our project calendar, according to the dates listed, and we’re excited to partner with you on them.

If partnership is going well, with reasonable turnaround and good use of products produced, we plan to launch each product in your roadmap subsequently.

As your project manager reaches out to gather more information at the start of each project, they may ask for more details on your plans to use the product, as well as potential impact and reach. Each project will receive final approval based on information given. We'll confirm it's still a good fit and a great investment of your and Unseen's time and money.

Additionally, since Unseen is a growing donor-funded nonprofit like you, we schedule and forecast partner projects a year into the future, and then evaluate feasibility based on our budget and donor funding at the time of project launch. If we need to adjust timelines due to budget constraints, we’ll be in contact as soon as we know, so that you can make other plans.

Making It Happen

Partnership
Our ability to commit to projects is contingent upon a continued healthy and wonderful partnership as detailed in the Unseen Partnership Agreement.

Thank you for…
Completing the Annual Survey.

Communicating Well -
Projects work best with frequent and reliable communication between one or two people on your staff and Unseen via email, phone, and/or video chat. Thank you for responding in a reasonable time frame.

Completing Projects
- Valuable and limited Unseen staff and donor resources are invested in each project. Once started, we ask that you see projects through to the end in a timely manner.

Using Products Effectively -
Please use the marketing tools created to connect with more donors, expand your work, and help more people. It’s why we’re here!

Completing 2 Short Surveys After Each Project -
They’re short! - Just 1-3 minutes, but we need them to continue to get projects funded… So thanks!

Regularly Letting us Know about Great Things that are Happening!
-  Please send us emails letting us know how Unseen’s products have helped you grow (how much money raised, number of new donors, etc.), how the products are being used, and how you are having the opportunity to bring life change to more people as a result of increased funds! We love to hear about the individuals and communities you serve, and how your work is directly impacting them. This also helps our team better understand your work, and inspires us as we make decisions about partnering on future projects with you.

Notifying us of Severe Financial Fraud or Human Safety Violations
- When you begin partnership with Unseen we ask several questions about your policies on financial accountability and child safety. (Code of Conduct) We hope it never happens, but since we’re partners, if situations of fraud or a breach of safety occur within your organization, we’d appreciate hearing about it from you first, rather than finding out about it in a roundabout way. Would you be willing to contact us and let us know so that we can be aware of the situation? Thank you!
Project Process
Strategize and Roadmap - We’ll reach out once per calendar year to schedule your virtual Roadmapping meeting. We’ll talk through your fundraising goals and choose one or more Unseen products based on your needs for growth. We’ll create a Roadmap (i.e. production schedule) and you’ll review the proposed products, timelines, and approve the Roadmap. Once confirmed, one of Unseen’s Project Managers will be your guide throughout the entire Roadmap, bringing projects to completion, one by one.

Product Launch + Info Collection Phase - We’ll reach out via email when it’s time to begin your project. At the start of each project, you’ll sign our Creative Service Agreement (CSA) that outlines the entire production timeline. Please review this carefully and let us know right away if you need any dates adjusted. This is very important for our team as we work hard to maintain great relationships with our hired freelancers, as well as manage other partner projects that we’ve committed to. 

You’ll also be asked to write down messaging and design preferences, give creative input, and send us additional images and branding elements that will be applicable to this project in an Info Collection Form (ICF). We’ll review all information we gather and commit to completing the project together.

Messaging + Design Strategy Phase- Messaging is important to us! We’ll collaborate with you on your messaging and finalize before selecting and hiring a creative professional (graphic designer, video editor, etc.). This may take several rounds of going back and forth to nail down the exact content for the product. However, this portion is where our team spends the most time, ensuring what’s being communicated through the product is clear and effective to a donor audience. We also like to utilize mock-ups to help visualize where the content will be placed on the design piece, and choose photos that match the verbiage.

Design Phase - Your Unseen Project Manager will guide the design process and provide feedback to the Creative to ensure quality. You’ll give creative input and timely feedback within three rounds of edits, explained below.
- Round 1 of Edits: Unseen will send you a draft to review along with our suggested edits in an email, with a deadline to send your feedback. At this point, we want all major design edits and minor verbiage edits as needed. Please remember to include all necessary team members in this first round of edits. You’ll send your feedback to us, and we’ll compile all feedback and send it to the designer for the next draft.

- Round 2 of Edits: Unseen will send you another draft to review along with our suggested edits in an email, with a deadline to send your feedback. At this point, we want minor design edits and very minor verbiage tweaks as needed. Please remember to include all necessary team members in this round of edits. You’ll send your feedback to us, and we’ll compile all feedback and send it to the designer for the final draft.

- Final Edits + Approval: Unseen will send you the final draft to review along with our suggested edits (if there are any), with a deadline to get your approval or final edits. At this point, we are hoping to send this draft to print if it’s ready, unless an emergency edit is needed (e.g. typo, mistakes, very minor tweaks etc.). Once approved, Unseen will compile all minor tweaks and send them to the designer. The designer will make those changes and deliver the final design files for Unseen to send to print (if a print project) and/or digitally send to you.
Project Wrap-Up - We’ll wrap up the project by sending you final files, shipping information (if needed), and instructions for using the product (if needed). We’ll also send a post-project survey asking how the project went and your first impressions of the product itself. If you have another project scheduled on your Roadmap, your Project Manager will reach out to get it started shortly after this one is wrapped up.
In a few months, we’ll reach out with one more survey to get feedback on how the product has impacted your organization’s growth. Your feedback helps us improve and allows us to share your success with donors who will continue to fund future projects.
Roadmap Change Process
How to request a change to a project or timeline on this roadmap:
Changing Timelines: We’ll work together with you, at the launch of each project, to set due dates for each draft of the project. Please let us know prior to launching the project if the proposed schedule will or won't work for you, as we're happy to adjust accordingly at that time.

After the project has launched, if you're unable to meet deadlines or reply to emails quickly, it may affect when you receive the finished product. If the project gets behind, we may need to reschedule the project for later in the year, when space becomes available again on our project calendar. If you know a delay is coming and you let us know as quickly as possible, we are more likely to be able to adjust timelines, create space for your project, and still meet deadlines.

Adding Projects:
Because we aim to complete projects for as many partners as possible, we often do not have space for additional requested projects. However, if you discover an additional need, feel free to let us know! We’ll see if we can make space, depending on capacity.

Cancelling Projects:
If any significant changes to your staff or annual calendar come up that are going to delay or cancel upcoming projects, please let us know as early as possible so that we can allocate resources to other partners who are waiting. Thank you!

Your Unseen Team:

April Nesemeier

Partnership Manager
Your long-term connection at Unseen! She collaborates with your Project Manager to set overall strategy for this roadmap, and is available as a resource at anytime!

Erin Morris

Project Manager
Your day-to-day teammate for all Unseen projects on this roadmap. She’ll keep projects moving, and get new projects launched. She is your frontline go-to person for project-related questions and coaching throughout the roadmap!

April Nesemeier

Partnership Manager
Your long-term connection at Unseen! She collaborates with your Project Manager to set overall strategy for this roadmap, and is available as a resource at anytime!

Erin Morris

Project Manager
Your day-to-day teammate for all Unseen projects on this roadmap. She’ll keep projects moving, and get new projects launched. She is your frontline go-to person for project-related questions and coaching throughout the roadmap!

Others You May Hear From:

You may hear from the following Program Team members from time to time, and they're always available if you have a question, comment, or concern.

Brittany Newton

Gillian Miller

Ginny Coleman

Kristen Cresante

Peyton, Abby, and Debi, 
It’s been a pleasure meeting you (both in person and remotely :)) and learning more about the vast and important work Refuge for Women is doing across the country. We’re impressed with the way you’ve taken on leadership changes and are using it as a time for growth and renewed energy, all while focusing on going “deeper not wider.” We’re very excited to see how this partnership can come alongside your new goals and ambitions for the year ahead, and look forward to all that you and your teams will do!
April, Erin, and the Unseen Team
Copyright © 2022 Unseen