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

(Photo Source)

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%

Facebook

Instagram

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?