food lifeline powerpoint ttt
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Purpose of Study
ObjectivesDetermine how well Food Lifelines branding strategy is workingto establish brand awareness among donor groups, particularlyamong 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 andengagement behavior among donor segments.
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Benefits
Brand awareness
Successfully segment investors
Compare segments
Identify relationshipsEmpathyHunger AwarenessGiving
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Type of Study
QuestionnairePast and Potential Donors
Quantitative metrics to support the findingsand give them direction
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Sampling Plan Donors
Target MarketDonor Database
Contains contact info needed for questionnaire
Sample Size: 3000-4000 people
Location: Western WashingtonGoal: 15-20% response rate
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Sampling Plan Donors(cont.)
Sample DesignStratified Sampling
VolunteersFood DonorsFinancial Donors
3 Sampling TechniquesEmail
Snail mailPhone interview
Data CollectionCreate a Marketing Research Internship positionHire volunteers as needed
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Budget & Timeline
Program ServicesHighest expense
Reallocate money to fundraising
$1.5 million fundraising budget for 2012
TimelineResearch Campaign: 3 months
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QUESTIONNAIRE TOCORPORATIONS 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
weeksAcquire questionnaire by returning to thecorporation in person
Input data into SPSS
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ADVANTAGES
DISADVANTAGES
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Distribution of questionnaire to non-donors at churches/ community
organizations 5 Volunteers
Email sent to leader of religious organizationEmail template provided for leaders of organization andmembers of the organization
Try to get the leader of the organization to either: givelist of current members emails or get leader to emailsurvey link to members personally.
Incentive of an ipad or windows tablet drawing
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ADVANTAGES
DISADVANTAGES
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Distribution ofquestionnaire to individual
non-donors
Mail out questionnaire
Include a signed cover letter by the marketingmanager
Incentive
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ADVANTAGES
DISADVANTAGES
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Distribution of questionnaireto current donors:
corporations
Send out email
Data collection method should mimic that of the
corporate non-donors
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ADVANTAGES
DISADVANTAGES