Writing Samples
Mary Jane Hart
This portfolio includes four writing samples for the Bloomington, IN non-profit
People & Animal Learning Services.
Mission: Encourages health, joy, quality of life and empowerment through therapeutic
equine programs.
Goal: Gain new clients and donors
Method: Branch into the Indianapolis market
Writing Samples: Position Paper, Radio Advertisement, News Release and Blog
No GenAI was used in the making of these documents.
Position Paper
This position paper argues why PALS should branch into the Indianapolis market to
accomplish its goal. It includes recommendations for first-steps and early partnerships.
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Position on Indianapolis Market
By Mary Jane Hart
Position
People & Animal Learning Services (PALS) will branch into the Indianapolis market to gain new
donors and exposure.
Background
In 2022, PALS helped 870 clients and conducted 3,115 program sessions. It catered to 22
diagnoses. Its total operating income was $527,438. PALS spent around $10,600 on marketing
and fundraising. It also received approximately $262,000 in donations which made up 50% of its
annual income. PALS’s donors include 16 corporate partners and 211 individuals. Out of the 211
supporters, 117 donated for the first time.
PALS has achieved this success serving only five counties in Southern Indiana. However, it has
yet to reach Indianapolis. Marion County has a population over three times as large as the
combined population of the counties PALS currently serves. Together, counties Monroe, Owen,
Greene, Brown and Lawrence have a population near 250,000 while Marion County has an
estimated population of 970,000.1
Moreover, Morgan County, positioned between Marion and Monroe County, is one of Indiana’s
fastest-growing counties. It had a population increase of 1.3% from 2023 to 2024. The only
counties that had greater growth rates in the last year were the ones which border Marion County
and make-up the Indianapolis suburbs. Inversely, Monroe County has had a 0.3 decline in
population since 2020.2
Expanding north into Morgan and Marion County will not only bring PALS more clients and
donors, but also ensure its future. Branching into Indianapolis will allow PALS to create
relationships with communities that continue to grow.
Positives
Securing Donors
PALS can reach new potential donors by marketing in Indianapolis. PALS gained 94 new
individual donors in one year within the current counties it markets to. Expanding into
Indianapolis allows PALS to reach more people and secure more funding. In turn, PALS could
cover its marketing costs and increase the number of lessons it provides.
1
PALS does not list the specific five counties it serves. The counties used were chosen based on their location and
relative distance from PALS. The population data for each was obtained through the U.S. Census Bureau.
2
This data was gathered from News at IU and Hoosiers by the Numbers.
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Building Partnerships
Creating partnerships with Indianapolis nonprofits will gain PALS exposure. PALS works with
seven nonprofits but none outside of Monroe County. Partnering with nonprofits in Indianapolis
will open PALS up to new clients, donors and opportunities. PALS can collaborate and host
events with nonprofits in Indianapolis to gain wider recognition. In turn, Indianapolis nonprofits
and their donors can attend showcases at PALS’s barn.
Diversifying Clientele
PALS can reach new clients with unique diagnoses. PALS’s mission is to help a wide range of
individuals reach their highest potential. By securing a foothold in Indianapolis, PALS can meet
clients whose experiences and needs differ from those in Southern Indiana. Expanding the
diagnoses PALS caters to will make it stand out against other equine therapy nonprofits and
attract niche donors interested in supporting rare diagnoses.
Negatives
Local Competition
There are several therapeutic equine riding centers outside of Indianapolis. However, PALS
offers broader services. Other centers provide only two to three year-round programs while
PALS offers seven—and a children’s summer camp. PALS is the only barn to host seasonal
showcases and multiple annual events. This allows donors to support more programs and see the
benefits of their contributions and attracts additional clients looking for specific services.
Transportation Challenges
PALS is located an hour away from Indianapolis. However, it is not significantly further than its
competitors. The nearest equine therapy barns outside of Indianapolis range from 25 to 50
minutes with an average of 38 minutes away. Additionally, new construction is upgrading State
Road 37, which connects Bloomington and Indianapolis, to interstate status. It will open to
traffic by the end of 2024 and decrease travel time between PALS and Indianapolis.
Recommendation
To gain donors, exposure and opportunities, I recommend that PALS partner with the mental
health and child welfare nonprofit Adult and Child Health in downtown Indianapolis. It will
allow PALS to get a foot in the door in Indianapolis and begin creating long-term connections
with new nonprofits and sponsors.
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Radio Advertisement
I created this audio advertisement to demonstrate PALS's mission through a personable story
and appeal to the emotions of the audience.
PALS...because everyone...deserves someone.
Everyone Deserves a PAL:
People & Animal Learning
Services (PALS)
Time Aural Channel Narration
0:00 SFX
An elementary school bell
rings.
0:01 NARRATOR We believe everyone
A woman around 40 years deserves a pal.
old with a kind voice.
0:03 SFX
A young kid shuffling their
feet while walking. Then
the sound of a car door
opening and closing. Light
sniffling from the child.
0:07 NARRATOR But we understand making
friends can be difficult.
0:10 SFX
The sound of a car as it
drives away.
0:12 NARRATOR And BEST friends don’t
always have to look alike.
0:15 SFX
Sound of a car stopping.
Sound of a car door
opening and closing.
0:18 NARRATOR Some have two legs.
0:20 SFX
Excited pounding of steps
from a kid running.
0:22 NARRATOR And some have four.
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0:24 SFX
Sound of hoof beats a
horse trotting in the
distance. Same volume as
the sound of the child
running.
0:27 NARRATOR We are People and Animal
Learning Services … We
understand that making
friends isn’t always easy.
0:33 SFX
Sound of a horse stomping
and huffing in frustration.
0:35 NARRATOR We also know…
0:36 SFX
Pounding footsteps from
the kid running get louder
as they approach.
0:40 NARRATOR That sometimes…
0:42 SFX
Hoofbeats speed up and
get louder as it approaches.
0:45 NARRATOR It is.
0:47 SFX
Child giggling over the
sound of a horse neighing.
0.50 NARRATOR To make new friends today
visit pals therapy dot org.
0:53 SFX
Horse snorts and a child
then laughs.
0:55 NARRATOR Pals… because everyone...
deserves someone.
1:00
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News Release
This timely event was pitched to a local lifestyle and culture magazine. The publication
emphasizes the importance of physical health, mental health and community engagement.
FOR RELEASE ON: Feb. 7, 2024
Mary Jane Hart
PR Account Executive
People & Animal Learning Services
317-478-0686
hartmary@[Link]
Special to Bloom Magazine
LOCAL NONPROFIT HOSTS A SHOWCASE CELEBRATING CLIENTS
BLOOMINGTON, Ind. – Equine therapy nonprofit strides into their spring showcase promoting
wellness.
People & Animal Learning Services (PALS) will host their annual spring showcase, where
community members can meet PALS’s horses and learn about the many benefits of equine
therapy. From April 22-29, clients are encouraged to invite family and friends to PALS’s barn to
watch lessons and witness ribbon ceremonies celebrating students for their accomplishments.
Those in attendance can watch PALS’s patrons demonstrate their horsemanship skills, and
PALS’s other community partners will speak on the mental and physical improvements they
have seen in their clients using equine therapy.
Balance and core strength are vital for stability and performing everyday tasks. PALS offers
individuals the unique opportunity to enhance these areas and improve their physical health on
the back of a horse rather than inside a physical therapy office. Kenna Moore, 8, has been riding
at PALS since 2021. “We came to PALS with the hope of increasing Kenna’s core strength,”
said Kenna’s mother, April Moore. “We have been extremely happy with her progress, and
grateful for her improvements in other areas as well.”
Along with improving motor skills, clients can gain confidence, and the partnership of a horse
has been proven to ease anxiety and depression. This form of clinical therapy is individualized,
effective and safe when provided by accredited instructors.
All lessons are facilitated by certified instructors and PATH equine specialists who design
sessions that promote physical, social and cognitive growth for various individuals. PALS is a
Premier-Accredited center by the Professional Association of Therapeutic Horsemanship
International (PATH Intl), the standard of equine therapy in the U.S.
To reach a wide berth of community members in need, PALS has partnered with other local
nonprofits including Centerstone Recovery, Amethyst House, Wheeler Mission, Middle Way
House, Youth Services Bureau and the Monroe County Juvenile Division. Together with these
organizations, PALS can further their mission of bettering health and wellness.
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For those interested in attending the showcase, donating or learning more about the work PALS
does, visit their website. To keep up with the people and horses that make PALS possible, follow
their Facebook, Instagram and YouTube pages. Those who want to see the staff and volunteers
in action can call 812-336-2798 or email info@[Link] to schedule a visit to their barn
located at 7644 W. Elwren Road Bloomington, IN 47403.
About People & Animal Learning Services
PALS is a nonprofit adaptive equine riding center that has served the Bloomington and Monroe
County communities for 24 years. Their mission is to promote joy, encourage better health,
improve quality of life and provide a sense of empowerment through therapeutic horse programs.
PALS specializes in working with people with disabilities, veterans, at-risk youth, senior citizens
and those recovering from addiction through adaptive and recreational riding and ground lessons.
Equine therapy is not passive, but the results can be permanent.
Online at [Link]
@People & Animal Learning Services
@palstherapy
@palstherapy
###
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Blog
I drafted this blog to facilitate community where equestrians, students and volunteers can
engage and learn about PALS. By combining education, entertainment and community
involvement, the blog strengthens relationships with stakeholders while promoting PALS's
mission.
Weekly Horse Hightlights
The PALS Pulse
Keep your eye on PALS’s updates and your butt in the saddle.
Each week, we post various segments that can help you become a better rider and include
success stories from our students. Along with tips from our certified instructors, we discuss our
upcoming events and updates on our herd.
Wednesday, March 27, 2024
Weekly Horse Highlights
Every Wednesday we rank our 13 horses on how well they behaved the past week. Listed from
most to least naughty, we determine how our equines either helped out or horsed around. As
always, our choices are based on input gathered from our volunteers, instructors and students.
13. This week, the naughtiest horse is our Shetland pony,
Nemo. His need for speed caused our first cart accident. We
hung up Nemo’s cart harness while we repaired one of the
cartwheels and give him a thorough talking too.
12. Twelfth this week is our magic mare, Bella. She managed to
sneak out of her stall at dinner on Monday, and we have yet to
figure out how. Her new nickname: the Horse Houdini.
11. River comes in at 11th. Appropriately named, he loves water
and refused to come in from the pasture once it started raining.
At least he got a bath…kind of. Maybe next week Nemo.
10. Junie B. comes in at 10th. Missing her friend Scout in the pasture, Junie B. called to
her all throughout her lesson. She behaved perfectly for her student, all be it loudly.
9. Unsurprisingly, Scout is in ninth. She just missed her friend and voiced it. Repeatedly.
8. Duke—aka Big “D”—is in eighth place. He had a slow start to his Sunday and fell
asleep during grooming. Can’t say we blame him.
7. Cisco is brand new to our barn! We can’t wait to see his personality unfold, so don’t
forget to check back in to see his first ranking next week. Welcome Cisco!
6. Daisy Mae is the cutest miniature horse you’ll ever meet. Due to her small stature, she
thought she could sit in our laps. Cute in theory, her execution earned her sixth place.
5. Priya was incredibly brave this week. A wonderful trail horse, she didn’t flinch at any
of the new obstacles we added to our course.
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4. Tank remained unfazed throughout the thunderstorm on Tuesday. His patience with our
volunteers earns him a solid fourth place.
3. Frankie was a favorite in our Sliver Spurs senior’s
class. They threatened to steal him. If only he wasn’t
1,500 pounds.
2. Dolly participated in our grief camp, Healing with
Horses. Our participants were very grateful she was able
to lend a helping hoof.
1. And our best boy of the week is…Pistol! He assisted
TWO new riders this week! He was slow, steady and
secured glowing 5-star reviews. Pistol was Congratulations Pistol!
rightfully rewarded with carrots and lots of pets.
Do you agree with our Weekly Horse Highlights? Comment below your ranking and experiences
you think we should take into consideration when determining next week’s horsey hierarchy.
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Questions?
Mary Jane Hart
Indiana University
Media School
hartmary@[Link]
317-478-0686
LinkedIn