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This is a marketing project report. There are going to be 2 sections in this report and I have done the first section and we have run a focus group with the records(which i also write in the following) You are just reqiered to do the section B. All the reqrements and other firles (like the Section A and the proposal of this report..) i need to upload online to you. Thaanks!
The following is the guild and structure of this report:
Applied Project
Project Report Structure
Section A ? Completed by the Group and Hand in 1 (one) copy per Group only containing:
1. Introduction
2. Methodology for the literature search and data collection
3. Literature Review
4. Data Collected
a. Secondary Data
b. Primary Data
5. Analysis (optional ? see Note ii below)
6. Bibliography
7. Appendices (e.g. raw data; copy of questionnaire; focus group summaries; focus group guide)
Section B ? Completed individually and each person hands in at the same time containing:
1. Analysis/Interpretation ? Literature and Data (see note ii below)
2. Objectives (if applicable)
3. Recommendations with limitations
4. Bibliography
Please Note:
(i) You must address the Marking Criteria stipulated for this assignment
(ii) You can be flexible with the analysis versus interpretation. For example, if you analyse your data fully or partially in Section A, then the individual interprets in Section B. Alternatively if you finish after the data collection in Section A, then the individual would need to analyse and interpret in Section B
The following is the section A of this report:
APPLIED PROJECT
Assignment 2: Final Report
Name Student Number
Kelly Kar-Yee Lee 10709626
Jieqi (Jessica) Guo 11114473
Elizabeth Donnelly-Coode 10739478
Guangyu (Danielle) Wen?? 11114422
Table of Contents
1.0 Executive Summary…………………………………………………………………………………….p03.
2.0 Introduction………………………………………………………………………………………………..p04.
2.1 Background????????………………………………………………………………..p04.
2.2 Problems and Issues?????…………………………………………………………….p04.
2.3 Target Audience??????????……………………………………………………p05.
2.4 Objectives:………………………………………………………………………………………….p05.
3.0 Methodology?……………………………………………………………………………………………p07.
i) Questionaries???????????………………………………………………..p07.
ii) Focus groups??????????????????…………………………p07.
iii) In- depth Interviews ??????????????……………………………p08.
3.1 Literature Research………………………………………………………………………………p08.
4.0 Literature Review???????…………………………………………………………………p09.
5.0 Data Collected???…………………………………………………………………………………..p11.
5.1 Secondary Research…………………………………………………………………………….p11.
5.2 Primary Research………………………………………………………………………………..p11.
6.0 Appendix:…………………………………………………………………………………………………..p11.
6.1 Quesitionaire:……………………………………………………………………………………….p12.
6.2 Focus Group????……………………………………………………………………………p12.
7.0 References:………………………………………………………………………………………………..p14.
1.0 EXECUTIVE SUMMARY
The whole marketing research report aims gain greater understanding of the under 30s market. And in order to solve the issue the report focus on main objectives which are increase the awareness of the target market, and then encourage the targets to do volunteer and donation for RIDBC. The research set to identify the under 30s market, also figure out the current and potential situation that exists in the target market and interpret the analysis through the research findings. As a result, the research provides detail analysis and interpretation about the current situation of the awareness of RIDBC in the under 30s market. Also, the limitations are explained in detail which is good for the marketing group consider the value of the research report in addition to the limited influences. At the end the report presents the recommendations for RIDBC to make the improvements in establish a strategy by increasing fundraising, charity, volunteers and redesign the promotion methods for increasing the awareness.
2.0 INTRODUCTION
2.1 BACKGROUND
The Royal Institute of Deaf and Blind Children (RIDBC) is Australia?s major special educator, it supports and provides an education for children born with disabilities, mainly for vision and hearing impairments. RIDBC relies heavily on government funding and donations from the community. Its current donors are an ageing market and RIDBC wants to incorporate more of a younger target market into the charity. RIDBC must be able to analyse and understand the target market, and as result increase awareness and interaction from the under 30s market to build long term relationships.
The royal Institute for Deaf and Blind Children (RIDBC) is a charity, which provides quality and innovative education and other services to children who have significant hearing and/or vision impairment. It is Australia?s major special educator, formed in 1860. Now, the truth is that there are more than 12000 children are vision/hearing impaired in Australian. The objective of RIDBC is to minimize the impact of blindness and deafness for those children. RIDBC provides innovative education services to support those children from a couple of weeks old through to their last year at high school. They also trained the parents how to educate their vision or hearing impaired children. There is a research and professional development centre in the education of children with hearing or vision impairment in the University of Newcastle, and it is conducted by RIDBC. RIDBC relies heavily on donations and funds received from the community, up to 70%. The main source of the donated funds is Rainbow lottery. The rest of the fund comes from Government support. 76% of the expenditure of RIDBC is on the student services provided. Only 7% of its funds are on the investment in charitable fundraising. Traditionally, RIDBC usually focused on attracting the older ?silver market? demographic, the under 30 market does not engage to donors and fundraisers for RIDBC yet. Recently, RIDBC has introduced ?VIBE? with two social events to raise money, both events brought in just under $6000. There are a large number of charities for Australian?s to support and RIDBC just one of them. The competitors of RIDBC could include: Vision Australia, Guide, Dogs, Shepherd Centre, Hear for You, Sydney Cochlear Implant Centre etc.
2.2 Problems/Issues
Now, around 30% of RIDBC?s revenue comes from the Government support. However, the uncertainty on the incoming parties? policies may cause hesitation to donate. Therefore it is critical to have a wider source of revenue sources in RIDBC. Moreover, the acquisition of new supporters such as the under 30s? market has had a measurable higher return. RIDBC would like to engage the under 30s? market to raise funds and to nurture them in the view of having a long-term relationship with these supporters as they go through their different lifecycles. The sustainability development of RIDBC is mostly depends on they are using the most relevant application to communicate and to solicit donations or encourage fundraising for RIDBC. As we know, the disposable incomes of people under 30 year olds tend to increase by years. It would be a potential target market for RIDBC. Basically, investment in any new market has extensive costs associated with it. However our budget for this marketing strategy is only $20,000, which requires our team to use the more efficient marketing methods in the project.
2.3 Target audience
The traditional marketing efforts of RIDBC have been to target a broader support base. However they paid most of their efforts on attracting the older ?silver market?. Now, RIDBC would like to engage the market of the under 30 years old to raise funds and build long-term relationship with them. The goal of RIDBC is to create loyalty for the under 30s? market to ensure that they are willing to participate in any combination of fundraising or volunteering efforts. A set of customer and competitor analysis within this under 30s? market should be established to be able to successfully target the market.
2.4 Objectives
The goal of this research project is to develop a strategy to increase awareness of RIDBC in the under 30s target and to gain a greater understanding of the under 30s target market. In order to develop this strategy, we develop following research objectives.
To increase a broader base, a broader spectrum of society. (Among age groups, demographic)
To identify and develop a strategy and concept, so that the under 30s target is able to involve themselves and participate in RIDBC
To establish a strategy, where under 30s participants are able to develop a personal relationship with the RIDBC charity and remain active within the charity.
In the long run, to increase funds and volunteer work from the target market (under 30s), as a result lead to better funding to support the children.
RIDBC focuses on the needs of children that are born either blind or deaf; they provide education for the child as well as support their family throughout the child?s early stages of life.
RIDBC relies heavily on donations and funds received from the community as well as the government.
Australia has many other charities. In its category of disability charities, there are 87 existing already compared to the other hundreds of charities for other causes. (Remember Me Donations)
Therefore, RIDBC must develop a strategy that is able to identify the under 30s target market needs and be able to successfully influence their charitable side, but at the same moment be able to build a long term relationship with them.
Through the research, we must be able analyse and understand the behaviors and attitudes of the under 30s market.
3.0 Methodology
The research conducted for this project was to highlight and focus on the different perspectives towards charities and Non- For- Profit Organisations (NFP), and how to build and maintain long term relationships within the under 30s target market.
Questionnaires
Our questionnaires were used as the first process of data collection for our group project. We needed to know the amount of knowledge of RIDBC that the general target market of under 30s had and what sort of charities and NFP organisations they were involved in and what influenced them to join. Through the results of the online questionnaire we were able to determine what sort of questions to ask in the focus group.
Consequently we devised a series questions designed to answer the questions of what influences an individual within the target market of under 30s to contribute to a charity or NFP organization and how would you (the charity/ NFP organization) establish a long term relationship with them.
The questionnaire was published on a free online quiz completing website.
http://edu.surveygizmo.com/s3/914836/Applied-Project-Survey-Charities-Not-for-Profits
Once the questionnaire was uploaded, we distributed the link to people who fall into our targeted market of under 30s. When more than 100 surveys were completed, we exported the data through SPSS for further analysis.
Focus Groups
Our project utilised focus groups, as it allows us to gain insights into the current perception of an existing charity. By creating an informed discussion between our participants, we were able to gain a greater understanding of the factors that influenced individuals to become aware of certain charities and how we could build long term relationships with them.
Our key target market is the under 30s, so we decided to target under 30s within different environments, but we mainly focused on university students and full time/ part time workers that were within our target market. A moderator?s guide was developed to highlight the role of the motivation and influences an individual may take into account when associating and contributing to a certain charity.
In-depth Interviews
In- depth interviews were proposed to be conducted as stated in our proposal. However, after a long discussion we decided that conducting an in- depth interview would lead to inaccurate results and data. As our focus groups earlier showed that participants lacked a knowledge of RIDBC and conducting an in- depth interview would ultimately lead to inaccurate results and findings. Therefore we chose not to conduct these interviews.
3.1 Literature Research
Through research for the Literary Review we were able to find several sources which supported our approach to this marketing problem. Each of the sources listed below provide their own perspective on the under 30s target market and how they donated towards charities and non- profit organisations. For the literary review we were able to use these views to further support the hypotheses we have put forward.
Involving young people in running a charity
Gen Y and Charitable Giving
What is the best way to market to generation Y
Marketing to Gen Y: What you can?t afford not to know
Key Note: Generation Y Market Assessment
8 Ways to market to Gen Y
Each of the literature we have viewed provides a broad take on the perspectives that we have suggested for the under 30s target market and their perceptions on contributing towards charities.
4.0 Literature review
There are totally seven literatures we have reviewed and focused mainly on the following three major areas. Each of these areas will be discussed below and some main points are presented.
3.1The benefit of involving under 30s market into charities
Tanya Dobbs, who is a marketing intern of Charities Review Council points out that the next wave of younger generations is now quickly becoming a highly prioritized target for organizations; who seek to encourage on-going-active participation within the nonprofit sector. Charity Commission which is a government website of united kingdoms also states that involving young people in running a charity should be consideration by charities. Young people?s experience, perspective and enthusiasm are under-represented on the boards of charities.(Charity Commission.2012;Dobbs.2010) The Commission encourage charities to consider about the benefit of involving young people. In Tanya?s view, the market under 30s age is a group of young people which comes to philanthropy, individualistic, realistic and technologically advanced. They have potential to become the next generation of charitable donors. Dobbs also agree that nonprofits organizations now must set the standard with how to communicate with upcoming generations–under 30?s market.
3.2 The importance of understanding of under 30s market
However, attracting of people under 30s are totally different from other market segments. They are a group of people who do not usually watch TV and grown up around the Internet. It is a generation, which believe that they can do anything and be anything and deserve to live first and work second. (Field, 2012) The under 30s market are on the forefront of the latest trends, in a manner that marketers to be creative and constantly changing approaches is necessary. (Egcanty, 2012) Both Egcanty and Murphy agree that Bazz marketing which contains some memorable slogan or quote should be utilized to attract the under 30?s young people. Word of mouth marketing is also a useful marketing tool for the market segment because young people are very open and will not hesitate a bit to tell their friends what they see as useful and innovative. (Murphy, 2008) Under 30s market is very selective about the information they received. Both of the authors agree that the market segment get their information from one another?not from people out of their generation. (Fields.2012;Dobbs 2010)
3.3 How to attract the market segment towards to charity.
A 2012 study by Convio Research shows that 56% of people under 30 years old does give to charities. Young people in that age segment are willing to donate but only in small amount. (Dobbs.2010) Social media sites such as twitter, facebook and websites are the most preferred channels of solicitation from charities. Mobile giving is also a preferred tool by young people in some cases (Dobbs.2010; Murphy.2008) When a specific problem is presented with the need of urgent help such as disaster relief or cancer foundations, young people who are under 30 years old seem to be most effective. The fully understand and comprehensive of a multi-channel marketing strategies by charities and non-profitable organizations can help them to communicate effectively with the under 30s market. (Dobbs,2010)Dobbs believers that the implement of preferred media channels can get young people excited about donating.
5.0 Data Collection
5.1 Secondary Data
The main methods used of secondary data research were website searches, the UTS library, online articles and news. The key words that were used in the research were ?charity?, ?Australia?, ?giving?, and ?statistics?. The purpose of this data research was to help exhibit the trends, help with analysis and interpretations in the primary research section and to obtain more knowledge of charity giving in Australia, in particular giving in the health sector.
Our main source of secondary data was the Giving Australia, Individual and Household Survey, 2005 by Mark Lyons and Andrew Passey. From this survey we found:
86.4% of respondents aged 18-29 support to 1 or more causes (see appendix 7.1)
99.5% of respondents aged 18-29 did not donate to a cause as a result of a phone call to their home or work (see appendix 7.2)
32.3% of respondents aged 18-29 donated to a cause after being approached on the street or in a public place (see appendix 7.3)
We also used the World Giving Index 2011 which showed that Australia rated 3rd, comparing to 2010 when Australia ranked 1st.
5.2 Primary Data
We collected both qualitative and quantitative data. For the qualitative method we performed a focus group (appendix ?) compiled of a mixed group of people under the age of 30. For the quantitative data we created a survey (appendix ?) and distributed it to a mixed group of people.
In the survey we found:
62.8% of respondents support a charity or Not for Profit (NFP) with money (appendix 7.4)
Of those that don?t give to a charity, 96.7% of people would consider giving to a charity or NFP. (appendix 7.5)
58.3% of respondents volunteer their time to a charity or NFP (appendix 7.6)
Of those that don?t volunteer to a charity, 89.6% of people would consider volunteering to a charity or NFP. (appendix 7.7)
49% of respondents do or would give or volunteer to a Medical or Health charity or NFP (appendix 7.8)
61.3% of respondents do or would give or volunteer to a Children?s charity or NFP (appendix 7.8)
80.8% of the respondents associate themselves with an organised religion (appendix 7.9)
Of those 80.8% who associate with an organised religion, 89.7% of them say their religion impacts their giving (appendix 7.10)
84.6% of respondents have given money to a friend fundraising for a charity or NFP (appendix 7.11)
63.9% of respondents have personally fundraised for a charity or NFP (appendix 7.12)
69.2% of respondents have heard of the RIDBC (appendix 7.13)
10.3% of respondents have donated money or time to the RIDBC (appendix 7.14)
30.8% of respondents say they would donate money to the RIDBC (appendix 7.15)
57.7% of the respondents say they might donate time or money to the RIDBC if they knew more information about the charity (appendix 7.15)
Appendix
7.1
Giving Australia, Individual and Household Survey, 2005
Row percentage
Number of causes supported in past 12 months 0 1 2 3 4 5 6 7 8 Total N=
Respondent Age ? ? ? ? ? ? ? ? ? ? ?
18-19 17.1 17.9 14.6 22.8 7.3 12.2 3.3 4.1 0.8 100 123
20-24 14.8 20.3 19.9 17.9 13.4 7.9 3.4 1.7 0.7 100 291
25-29 11.5 17.6 21.2 22.3 17 6.4 3.1 0.6 0.3 100 358
Total 13.6 18.7 19.7 20.7 14.1 7.9 3.2 1.6 0.5 100 772
Copyright ? 2006, Commonwealth of Australia. All rights reserved.
percentage of those who give to more than 1 cause ? ? ? 86.4
7.2
Giving Australia, Individual and Household Survey, 2005
Column percentage
AQ7C: Approaches – Telephoned At Home No ? Yes ? ?
AQ7C: Approaches – Telephoned At Work No Yes No Yes Total
Respondent Age ? ? ? ? ?
18-19 15.5 0 10.8 – 15.2
20-24 38.3 0 21.6 – 37.2
25-29 46.2 100 67.6 – 47.6
Total 100 100 100 – 100
N= 626 3 37 0 666
Copyright ? 2006, Commonwealth of Australia. All rights reserved.
Percentage of people who donated after phone call 0.995495495
7.3
Giving Australia, Individual and Household Survey, 2005
Column percentage
AQ7C: Approaches – On The Street Or Another Public Place No Yes Total
Respondent Age ? ? ?
18-19 14.2 17.2 15.2
20-24 37.3 37.2 37.2
25-29 48.6 45.6 47.6
Total 100 100 100
N= 451 215 666
percentage of people who donated after being approached in a public place 0.322822823
Copyright ? 2006, Commonwealth of Australia. All rights reserved.
7.4
5. Do you currently support a charity or not for profit (NFP), organisation with money?
Value Count Percent %
Yes 98 62.8%
No 47 30.1%
I used to but no longer do 11 7.1%
7.5
7. Would you ever consider giving to a charity or an NFP?
Value Count Percent %
Yes 59 96.7%
No 2 3.3%
7.6
8. Do you currently support a charity or NFP organisation by volunteering your time?
Value Count Percent %
Yes 91 58.3%
No 46 29.5%
I used to but, no longer do 19 12.2%
7.7
10. Would you ever consider volunteering your time to a charity or an NFP?
Value Count Percent %
Yes 60 89.6%
No 7 10.4%
7.8
11. What types of charities or NFPs do/would you give to (through time or money)?
Value Count Percent %
Medical or health 76 49%
Children 95 61.3%
Women 39 25.2%
Men 14 9%
Disaster Relief 59 38.1%
Religious 107 69%
Welfare 36 23.2%
Poverty relief or prevention 75 48.4%
Education 63 40.6%
Community development 49 31.6%
Arts, culture, heritage or science 18 11.6%
Human rights 49 31.6%
Environmental 31 20%
Animal welfare 26 16.8%
Other 4 2.6%
7.9
16. Do you associate yourself with any organised religion?
Value Count Percent %
Yes 126 80.8%
No 30 19.2%
7.10
17. Does your religion impact your giving?
Value Count Percent %
Yes 113 89.7%
No 13 10.3%
7.11
21. Have you ever given money to a friend frundraising for a charity or NFP? (i.e. shave for a cure, movember, $2 a day)
Value Count Percent %
Yes 132 84.6%
No 12 7.7%
No, but I would consider doing it 12 7.7%
7.12
22. Have you ever fundraised for a charity? (i.e. shave for a cure, Movember, $2 a day)
Value Count Percent %
Yes 99 63.9%
No 37 23.9%
No, but I would consider doing it 19 12.3%
7.13
25. Have you heard of the Royal Institute For Deaf and Blind Children?
Value Count Percent %
Yes 108 69.2%
No 48 30.8%
7.14
26. Have you ever donated money or time to them (RIDBC)?
Value Count Percent %
Yes 16 10.3%
No 140 89.7%
7.15
27. Would you ever donate money or time to them (RIDBC)?
Value Count Percent %
Yes 48 30.8%
No 18 11.5%
I might, if I knew more information about them 90 57.7%
References
Charity Commision. (2010) Involving young people in running a charity. Viewed 5 May 2012
Dobbs.T (2010) Gen Y and Charitable Giving, viewed 5 May 2012
Egcanty (2005) What is the best way to market to generation Y? viewed 5 May 2012
Fields, B (2012) Marketing to Gen Y: What you can?t afford not to know Viewed 5 May2012
Hysen,(2011) Gen Y Hub, viewed 5 May 2012
Key Note (2007) Generation Y Market Assessment viewed 5 May 2012
Murphy. J (2008) 8 Ways to market to Gen Y viewed 5 May 2012
The following id the the Focus Group records:
Introduction:
Good morning/ afternoon to all.
Today we will be holding a focus group about the charities you are aware of or have been participating in. But, in particular we will be focussing on the RIDBC.
Lifestyle Section
Moderator: How often do you donate to charities?
Kenny: Not often, I usually just donate to charities that I see in front of me like daffodil day at town hall or bandanna day where they set up stores at the train station. Or my friends asks me to donate to a cause they are participating in like Forty Hour famine or Shave for Cure.
Moderator: Does your friends and family donate to charities?
Kenny: Some of my friends do, they stick to a few charities which they have followed through a couple of years that I know of. One of my friends volunteers for the Breast Cancer Foundation every year and she donates to it whenever she can.
Moderator: Would you ever get involved in activities from any particular charity? (Volunteering. Etc.)
Kenny: I would if the charity stands for something close to me, or one of my friends was particularly passionate about the charity.
Information Section
Moderator: Where do you get information about charities from? From friends? University? High school?
Kenny: Majority of times I get information about charities from friends and from university but I actually notice charities more on media outlets like television and radio.
Moderator: Moving on, have you ever researched about charities personally? And would you ever personally find information about a charity?
Kenny: No, I have not actually researched about charities personally, I don?t think I would ever actually sought to find information on charities, unless of course it stood for something I was extremely passionate about.
Moderator: Have you ever donated to a charity or have you ever attempted to get involved in charity work? If yes, do you think you would donate to the same charity again?
Kenny: Yes, I have donated to charities like money donations, yes. But I have never actually attempted to get involved in charity work. Of course, I would donate to same charity again.
Moderator: If yes, could you sort of elaborate, in what sort of charities have you volunteered in or donated to?
Kenny: –
Moderator: So has anyone recently donated or volunteered in a charity? If yes, which charity?
Kenny: I recently donated to Shave for a cure.
Moderator: We?ll move on then, what factors do you think have influenced you to donate to that particular charity or organisation?
Kenny: My friend got involved in Shave for a Cure by colouring his hair, so I contributed to his donations.
Moderator: Have you ever volunteered for a charity? If so, was it a one- time thing or do you do it do it whenever possible? If yes, what sort of charity was it? If no, was it because you had no time etc. And what would make you volunteer?
Kenny: No, I have not volunteered before, but I guess like majority of us we don?t have the time to volunteer with university, part time work or full time work. The only thing that would convince me to volunteer would be if I had the time, and the charity stood for something very important to me.
Moderator: Do you think advertising a charity would raise more awareness, especially towards the 18 to 30 year olds?
Kenny: Definitely, a lot of the young people nowadays are only aware of products, events, services and charities through media, like television and Facebook.
Motivation Section
Moderator: So what factors would encourage you to donate to a particular charity?
Kenny: Hmm, if I had heaps of money to spare (laugh). If the charity is legitimate and I know where the money is going.
Moderator: Would understanding the benefits of the charity influence you to donate?
Kenny: Of course.
Limitations (Time / Financial constraints)
Moderator: Would financial constraints be part of the factors that influence you not to donate?
Kenny: Yes, definitely. I pay rent and bills, so I need to be able take care of myself before I could donate to charities.
Moderator: Would the lack of belief in the charity also affect you in donating to it?
Kenny: Yes, I need to be able to associate to the charity?s cause.
Moderator: Does time constraints also influence you to not volunteer in charities?
Kenny: Yes, I need to be able to have time to volunteer (laughs).
Moderator: If there was a charity that appealed to all of you, would you take time off from studying/ working to volunteer or if you had a little extra money would you donate to the charity?
Kenny: Well if I had money to sustain my basic living needs and a little spare money, of course I would volunteer, but consequently I need to work to make money which in turn means I have less time. But yes, I would volunteer if all the factors were on my side.
Attitudes Section
Moderator: What charities are you most aware of at the moment? Why do you think you think of these charities first?
Kenny: Daffodil day, as it supports the cancer council, but I am quite aware of UNICEF as it is advertised constantly on television but I have not donated to them yet.
Moderator: Is there any particular reason you chose to donate to some charities compared to others?
Kenny: I knew where the money was going towards, and the charity stood for something that I was associated with.
Moderator: Is it because you associate to it, or have somebody close to you affected by the causes in the charity? For example, Daffodil day= Cancer Council, Movember= Men?s health (Prostate cancer & depression), Shave for a cure= Leukaemia Foundation.
Kenny: Yes.
Moderator: What would influence you more to donate i.e. a charity worker on the street or by phone or by online information or a video or by a Facebook invite or through friends participation?
Kenny: Facebook and television are very convincing. (Laughs).
Moderator: Have you ever heard of Royal Institute of Blind and Deaf Children?
Kenny: Yes. But not sure what it is.
Moderator: If yes, can you tell us what you know about the charity?
Kenny: I have no clue.
GIVE BRIEF INTRODUCTION OF RIDBC.
Moderator: Thank you all for your attendance today, your time and effort is greatly appreciated
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