childfund powerpoint - class presentation
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Summary of Research and Recommendations
• Identify people who are aware of ChildFund International compared to their former name Christian Children’s Fund
• Compare ChildFund International to local competitors in the non-profit competitive market
• Find which social media platforms and post types 18-30 year olds engage with most and how ChildFund International can best reach this audience through our findings
• Research volunteer potential and identify personal characteristics of target audience to find volunteer potential for ChildFund International
• Emphasize the importance of volunteer engagement by investigating different methods of strategic volunteering and determine which method is best suited for ChildFund
Audience
Young adults ages 18-30 living in the Richmond area
Topic Areas
Brand Awareness and Perception
The survey was conducted online through Qualtrics and distributed through email as well as Facebook. A short 19 question multiple choice and short answer survey was provided. The survey took about five minutes to complete.
Methodology
ChildFund International vs. Christian Children’s Fund.
8%
92%
Did you know that CCF changed it’s name to CFI?
Yes
No
ChildFund International vs. Christian Children’s Fund.
• 71% liked the name change
• 29% said it had no effect on them
• There were zero objections for the name change in the targeted audience
ChildFund International and Competitors
0 10 20 30 40 50 60
None of the Abouve
Oxfam
Christian Children's Fund
World Vision
CARE
ChildFund International
Save the Children
Familiar Organizations
• Leading competitor is Save the Children
• ChildFund International came in second
• 67% of people who were surveyed heard of ChildFund International but not Christian Children’s Fund
• 23% of people who took the survey did not know any of these organizations
ChildFund International and Competitors (cont.)
Potential Market
0 5 10 15 20 25 30 35 40 45
Very Unlikely
Unlikely
Undecided
Likely
Very Likely
How likely are you to consider donating or collaborating with a non-profit organization in the future?
Potential Market
• Only 13% are unlikely and very unlikely to donate in the future
• 11% is undecided and would be a good target to go after.
• 76% are likely and very likely to donate in the future. They should be the main target in the 18-30 year old age group for ChildFund International
Objecting Factors
75%
25%
If you have not donated, why not?
Too Expensive
Afraid of Scams
Haven't Found theRight Organization
Not EnoughKnowledge
Don't Have theMeans
Other
Objecting Factors (cont.)
• In our survey 100% stated that they didn’t donate
because it was too expensive or they didn’t have the means to.
• However, out of the people who have donated in the past; 35% have donated within the past month and 77% have donated within the last year
Donating Alternatives
0 10 20 30 40 50 60 70 80
None of the Above
Recruting/Advertising
Making Donations
Atending Events
Volunteering Time
What is your preferred method of participating with non-profit organizations?
What does this market know about ChildFund International?
• 84% knew NOTHING
Social Media Facts
(Source)
SM Users 90%
Non-Users 10%
Adults SM Users
Social Media Facts
(Source)
18%
22%
71%
SM Platforms
Facebook LinkedIn Twitter
Methodology
• Quantitative
• Qualtrics Survey
• Sent out randomly from April 1 to April 10 via Facebook, Twitter and Email
• 5 minutes
Key Findings 1) Facebook is the top social media platform for ages 18-30.
2) A majority of our target audience regularly engages with non-profit organizations on social media.
3) The respondents claim they would engage with ChildFund International’s posts containing photos, shared articles and statistics.
4) Overall, the majority of our audience responded positively to ChildFund Intrnational’s current Facebook and Twitter pages, as well as ChildFund International’s website.
Key Findings
1) Facebook is the top SM platform for ages 18-30.
2) A majority of our target audience regularly engages with non-profit organizations on SM.
3) The respondents claim they would engage with ChildFund’s posts containing photos, shared articles and statistics.
4) Overall, the majority of our audience responded positively to CFI’s current Facebook and Twitter pages, as well as CFI’s website.
Facebook • Top two regularly used social media platforms:
• Facebook: 100%
• YouTube: 68%
• “If you could only use on SM account, which would it be?”
62% 16%
13%
6% 3%
YouTube
Google +
Tumblr
Key Findings
1) Facebook is the top SM platform for ages 18-30.
2) A majority of our target audience regularly engages with non-profit organizations on SM.
3) The respondents claim they would engage with ChildFund’s posts containing photos, shared articles and statistics.
4) Overall, the majority of our audience responded positively to CFI’s current Facebook and Twitter pages, as well as CFI’s website.
Non-Profits and Social Media
However, 54% claim to rarely, very rarely or never engage in conversation with organizations they follow on social media.
0% 20% 40% 60% 80%
Retail
Persons
Non-profits
SM Engagement
Column1
Non-Profits and Social Media (cont.)
90% 81%
48% 45%
30%
Photo SharedArticle
InspirationalQuote
Poll Statistic
SM Post Engagement
Key Findings
1) Facebook is the top SM platform for ages 18-30.
2) A majority of our target audience regularly engages with non-profit organizations on SM.
3) The respondents claim they would engage with ChildFund’s posts containing photos, shared articles and statistics.
4) Overall, the majority of our audience responded positively to CFI’s current Facebook and Twitter pages, as well as CFI’s website.
ChildFund and Social Media Posts
62% 59%
42%
0%
10%
20%
30%
40%
50%
60%
70%
Photos Article Statistic
Content Engagement
Key Findings
1) Facebook is the top SM platform for ages 18-30.
2) A majority of our target audience regularly engages with non-profit organizations on SM.
3) The respondents claim they would engage with ChildFund’s posts containing photos, shared articles and statistics.
4) Overall, the majority of our audience responded positively to CFI’s current Facebook and Twitter pages, as well as CFI’s website.
ChildFund International Website
When asked to describe the CFI’s Website in three words, the following were given:
• Green, bright, heartwarming, inviting, engaging, donation, children and happy
• Cluttered, sad and busy
4% 57% 32% 7%
Perception Ratings
Extremely Positive Positive Neutral Negative
ChildFund International Twitter
When asked to describe the CFI’s Twitter page in three words, the following were given:
• Well-intended, culture, informative, green, growth and passion
• Vague and busy
“Short and to the point.”
21% 55% 14% 7%
Perception Ratings
Extremely Positive Positive Neutral Negative
ChildFund International Facebook
When asked to describe the CFI’s Facebook page in three words, the following were given:
• Purpose, interesting, intriguing, personal, informative, children, diversity, equality, impactful and helpful
“It’s a good way to spread information and educate people.”
29% 52% 19%
Perception Ratings
Extremely Positive Positive Neutral
Volunteer Potential
Methodology • Online Survey done through www.qualtrics.com
• Share the survey via email and through various social
media outlets such as Facebook and Twitter
• The survey was be composed of yes and no answers, least likely to most likely scales, multiple choice questions as well as a few short answer questions.
Major Findings Importance of Personal Connections
ChildFund International’s mission values
are important to sample group. (Education, Children, Health and Poverty scored highest.)
Preferred Methods of Volunteering
57%
46%
40%
39%
34%
19%
16%
16%
0% 10% 20% 30% 40% 50% 60%
Mentoring/Counseling
Fundraising
Traditional
Tutoring
Physical Labor
Music Performance
Other:
Voluntourism
Reasons for Volunteering
79%
55%
52%
45%
27%
6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Believe in mission of the organization
Personal connection to organization
Family or friends volunteer
Court/School required
Intrinsic Values
Other
Friends or Family who Volunteer
90%
10%
Yes
No
Causes in order of Importance
Scale of 1 to 5 with 1 being least important and 5 being most important.
4.52
4.39
4.33
4.25
3.8
3.57
3.31
3.04
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Education
Children
Health
Poverty
Elderly
Environmental
Research
Religion
Where They Found Volunteer Opportunities:
67%
57%
41%
33%
28%
11%
4%
3%
0 10 20 30 40 50 60 70 80
Friends
Personal experience with the organization
Family
Online
Social Media
Other:
Radio/TV
Newspaper/Magazine
Demographics
68%
32% Richmond Resident
Non-RichmondResident
30%
70%
Male
Female
62%
21%
6%
4%
3%
3%
1%
0%
0%
0% 10% 20% 30% 40% 50% 60% 70%
18-21 years old
22-25 years old
51+ years old
41-45 years old
36-40 years old
26-30 years old
Less than 18 years old
31-35 years old
46-50 years old
76.4%
9.1%
5.5%
3.6%
1.8%
1.8%
1.8%
1.8%
1.8%
0 10 20 30 40 50 60 70 80
VCU
JMU
NOVA
GMU
Reynolds
Tilburg
Marymount
American
Phoenix
Why people choose to volunteer:
Volunteerism in ChildFund International:
An Untapped Workforce of
Millennials
Background Research
Social Media Audit Secondary Research on Millennials
Background Research (cont.)
Methodology
Two Focus groups - First group (7 people) - Second group (3 people)
Two individual interviews
Key Findings
What About Me?
“I like seeing the change!”
People who volunteer crave a more “hands on experience” when participating
What About Me?
How can I use my own personal skills to help?
Requires a two-way model of volunteering
Desire to establish an interpersonal relationship with the organization
What’s my connection?
What About Me?
Define the Difference
Most who participated in the study had never heard of ChildFund International.
Participants figured
Childfund International dealt with children but did not know exactly what kind of work Childfund International does compared to other organizations
Define the Difference
Time is Money Demographics of this
generation are not wealthy enough to donate
Millennials can benefit a company if the organization is willing to work with their timetable
Young adults also
bring originality and creativity to the table
Time is Money
Recommendations • Use Facebook as ChildFund International’s primary
social media platform because there was no negative perception. Some words used by respondents to describe ChildFund International's Facebook page are as follows: impactful, diverse, purposeful and intriguing
• ChildFund International should use photos and shared articles to engage the target audience
• We recommend that ChildFund International accept different forms of donations other than just monetary options. People in their new target group are 79% more willing to donate time and 58% prefer to attend events than give money
Recommendations • ChildFund International can do this by attending
local activities like mixers, lectures, and community events to promote brand awareness and participation
• Getting involved with local colleges through their career center, job fairs, and organizational functions will attract the audience within the 18 - 30 year old market
• Use social media to engage target audience and begin building connections with potential volunteers
Recommendations (cont.)
• Engage student organizations to help volunteer or fund raise for ChildFund International to help support the organization but to also raise awareness about ChildFund International.
• Utilize the personal skills of each individual volunteer like VCU students majoring in marketing, public relations, and graphic design
• Create a program that allows volunteers or VCU social organizations/clubs to create care packages for children in other countries
Questions?
top related