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Purpose of Study

Objectives
Determine how well Food Lifelines branding strategy is working
to establish brand awareness among donor groups, particularly
among individual donors.

Determine segments of individual donors based on attitudes,
behavior, or other descriptive characteristics

Compare success of branding strategy across donor segments

Identify relationships between hunger awareness, empathy and
engagement behavior among donor segments.


Benefits
Brand awareness
Successfully segment investors
Compare segments
Identify relationships
Empathy
Hunger Awareness
Giving
Type of Study
Questionnaire
Past and Potential Donors

Quantitative metrics to support the findings
and give them direction

Sampling Plan Donors
Target Market
Donor Database
Contains contact info needed for questionnaire

Sample Size: 3000-4000 people
Location: Western Washington
Goal: 15-20% response rate
Sampling Plan Donors
(cont.)
Sample Design
Stratified Sampling
Volunteers
Food Donors
Financial Donors

3 Sampling Techniques
Email
Snail mail
Phone interview

Data Collection
Create a Marketing Research Internship position
Hire volunteers as needed


Budget & Timeline
Program Services
Highest expense
Reallocate money to fundraising

$1.5 million fundraising budget for 2012

Timeline
Research Campaign: 3 months
DISTRIBUTION OF
QUESTIONNAIRE TO
CORPORATIONS IN WESTERN
WASHINGTON

Distribute questionnaire in person
Call ahead of time to confirm a meeting
Drop off questionnaire
Call if questionnaire not returned within 2
weeks
Acquire questionnaire by returning to the
corporation in person
Input data into SPSS

ADVANTAGES
DISADVANTAGES


Distribution of questionnaire to non-
donors at churches/ community
organizations

5 Volunteers
Email sent to leader of religious organization
Email template provided for leaders of organization and
members of the organization
Try to get the leader of the organization to either: give
list of current members emails or get leader to email
survey link to members personally.
Incentive of an ipad or windows tablet drawing

ADVANTAGES
DISADVANTAGES


Distribution of
questionnaire to individual
non-donors

Mail out questionnaire

Include a signed cover letter by the marketing
manager

Incentive

ADVANTAGES
DISADVANTAGES


Distribution of questionnaire
to current donors:
corporations

Send out email

Data collection method should mimic that of the
corporate non-donors

ADVANTAGES
DISADVANTAGES