American Red Cross Marketing Research Project
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Transcript of American Red Cross Marketing Research Project
The following is a comprehensive research project into key problems faced by
the American Red Cross, including secondary, qualitative, and quantitative
research and recommendation from analyses and findings.
American Red Cross
Final Project
Marketing Research, Spring 2012
Superior Research
Chad Meier, Marcus Kelly, and Zach Rhodes
Table of Contents Executive Summary ...................................................................................................................... 4
Introduction ................................................................................................................................... 6
Study 1: Qualitative Research ...................................................................................................... 6
Methodology ............................................................................................................................... 6
Results......................................................................................................................................... 7
Study 2: Secondary Research: ...................................................................................................... 8
Study 3: Quantitative Research .................................................................................................... 13
Recommendations ....................................................................................................................... 24
Limitations ................................................................................................................................... 25
References ..................................................................................................................................... 27
Appendix 1 - In-Depth Interview Guide ....................................................................................... 29
Appendix 2 – Survey ..................................................................................................................... 31
Appendix 3 – Survey Code Sheet .................................................................................................. 33
Executive Summary
The American Red Cross has always been there to serve and assist in times of need
throughout their history. Though almost everyone has heard of them, very few know all of the
services they actually offer. We chose to do our marketing research project for the American Red
Cross and used the following as our main research question: How can we increase awareness of Red
Cross’ services in the area that it serves? To help answer this question, we integrated the question
into our objectives for the in-depth interviews, surveys, and did secondary research to get a better
understanding.
When preparing for our in-depth interviews, we had six main objectives we wanted to focus
on. The first being, to understand what exactly people in the Cedar Valley know about the Red Cross
because we wanted to get a general idea of what is most known and for what reasons. Our second
objective is to uncover individuals’ opinions regarding the Red Cross in an effort to better
promotions. Third, we wanted to see how likely people are to volunteer their time to the Red Cross
given their current understanding of the Red Cross. For our fourth objective, we sought how likely
people are to donate to the Red Cross and reasons for their behavior. Fifth, we wanted to see if
increased awareness of the Red Cross’ services would increase the willingness to volunteer and
donate, and if social media such as Facebook would be a beneficial tool in raising awareness. Our
final Objective which is undoubtedly our most important, was to find out if increased awareness will
increase targets willingness to give time or money to the Red Cross. To achieve our qualitative
objectives, we conducted six in-depth interviews with individuals grouped in two segments. The
first segment was students that attend one of the many Cedar Valley colleges. The other consisted of
anyone who was 22+ years old, not attending college, and must live in the Cedar Valley. In the end,
we found some interesting trends and insights. First off, Red Cross has a very positive reputations,
not a single person had a negative comment on the organization. We also found that if a prospective
volunteer sees that they possess the necessary skills in order to fulfill the volunteer role then there
will be more responses. Also, Facebook users seem to especially pay attention to special
events/promotions. Lastly we found that the more people are aware of the services Red Cross offers,
the more willing people are to volunteer and make monetary donations.
In conducting our secondary research we aimed our objectives at three points. First, to better
understand the motivations for donating money to charitable organizations and how to improve the
soliciting of businesses and individuals. Our second objective was to better understand the
motivations for volunteering and how to improve the recruiting of quality volunteers. Lastly, our
third was to understand the relationship between nonprofits and social media and how to maximize
Facebook as a marketing tool for a nonprofit. To achieve our secondary research objectives, we split
it up so each one of us were assigned to research one. We found that direct-mail solicitations are
becoming less important as time goes on, and effective solicitation of younger generations will be
technology based. Also, people are more willing to volunteer if they can sign-up with a friend
because peer influence is a big factor. Lastly, when nonprofits want to optimize awareness on social
networking sites, they should build and develop relations that because will translate into more
volunteers and donations.
This report includes data from our qualitative analysis, secondary research, and quantitative
research which has helped to answer our main research question. The results, despite some
limitations, has helped us in coming up with recommendations to assist the American Red Cross.
Introduction
The Red Cross has an evident challenge with people being unfamiliar with the services that
they offer. As a non-for-profit organization, marketing is not a dynamic component and is often
times left out of the organization’s strategy completely. However, since the majority of individuals
in the Cedar Valley are unaware of the services that the Red Cross provides, we feel that by
increasing awareness of the Red Cross it will create a greater appreciation for the organization which
will then trigger a surge in monetary donations as well as volunteer hours. This leads us to our main
research question: How can we increase awareness of Red Cross’ services in the area that it serves?
Study 1: Qualitative Research
Methodology
To achieve our qualitative object objectives, we conducted six in-depth interviews with
individuals grouped in two segments. The first segment was students that attend one of the many
Cedar Valley colleges. College students are some of the most targeted and exposed when it comes to
promotional campaigns and that makes their insight on the best methods very useful. We limited this
segment to two interviews to make it accurately represent the ratio of college students to the
population in the area. The second segment consisted of anyone who was 22+ years old, not
attending college, and lives in the Cedar Valley. We interviewed four persons for this segment, again
to represent the ratio of non-college persons to the population. This segment is very important
because they represent the majority, have a much higher income, and have a greater amount of
experience. Due to our interest in social media, we selected persons that, at the least, had Facebook.
Results
As a whole, the interviewed were aware of four of the five main services the Hawkeye Chapter
of the American Red Cross offers for the community. No one was aware that the Red Cross relays
emergency messages between military overseas and their families. Individually, however, only one
person could name three of the services. All persons were aware of the Red Cross’ disaster services,
with several mentioning the Iowa floods of 2008 and remembering the Red Cross’ involvement
during that time.
Overall, the consensus was overwhelmingly supportive of the Red Cross’ mission and role in
society. None of the interviewed had negative opinions or feelings towards the nonprofit.
Two themes emerged consistently during these interviews in attempting to figure out what is
the likeliness of them volunteering. If their talents align with the duties assigned to a particular
volunteer role or if it gave them personal enjoyment and fulfillment, they would be more likely to
volunteer. It was similar trend for the willingness to volunteer also.
As for donating to the Red Cross, the first criterion we found was if the person was involved
with the organization in some way personally or had been in some way associated with the cause,
they’re more likely to give monetary support. The other criterion was the urgency of the cause. If
the specific need appeared pressing to them, then they in turn gave monetary support.
When it comes to increasing awareness of the services Red Cross offers through social media,
we found that every respondent that used Facebook regularly answered positively when asked if they
ever viewed business or nonprofit pages. As long as the businesses or organizations viewed were
ones that had personal relevance, they would monitor their posts.
Lastly, to increase awareness/willingness to volunteer or donate, we found that by educating or
informing the public about what Red Cross does will increase the likeliness for individuals to
volunteer or increase their monetary contributions. Sharing information is crucial.
Study 2: Secondary Research:
Our first objective is to better understand the motivations for donating money to charitable
organizations and how to improve the soliciting of businesses and individuals. As stated in our
qualitative research, we wanted to investigate the science of donations more thoroughly before we
made any sort of recommendation associated with this objective.
In our qualitative research, the focus was primarily on our respondents’ motivations for
donating to charitable organizations. The two themes that were prevalent in our in-depth interviews
were personal relevance to the organization and urgency of the cause. Secondary research shows that
motivations for donating tend to vary among certain persons. For example, big donors are shown to
be more influenced by the tax advantages of giving. As income rises, the tax advantages of
charitable giving become greater and therefore motivations become less altruistic (Vesterlund 2006,
4). Despite these differences among specific persons, a consumer survey on peer-to-peer fundraising
supported our personal relevance finding, with the top reason - 69% of respondents - reported for
getting involved with donations to a charity being that respondents “Felt a personal connection to the
cause” (Braiterman and Hessekiel 2011, 2-3). We aim to sort out motivations for donating for our
target market in our quantitative research.
With this variability in mind and specificity to the target market, we will turn our attention
from why people donate to research on increasing donations. A study on charitable giving habits
found that 77% of Matures rely on direct-mail as their means of giving, whereas 54% of Boomers,
43% of Generation X and 26% of Generation Y report giving through this channel. The study also
found that Boomers and Generation X make up 60% of the donor population and are taking on a
larger role in supporting charity, and suggests that peers will play a bigger role in influencing
donations. The study concluded that “The marketing model needs to shift to attract the next
generation of donors while supporting continued direct mail success” (Druart 2010).
Two out of three people give less money to charity than they intended to due to the perceived
pain of parting with one’s money. Pre-commitment is found to reduce this pain and increase
donations. Researchers cite examples like deducting donations from donors’ paychecks and asking
donors to pledge donations to be given at a later time or setting them up on a monthly electronic
giving program. (Meyvis, Bennett, and Oppenheimer 2011, 35-36)
Our next objective is to better understand the motivations for volunteering and how to
improve the recruiting of quality volunteers. “People volunteer for a number of different reasons,
ranging from a desire to learn new skills, have fun or make a difference” (Mckee, 2012). Some are
completely devoted to the cause, while others simply wish to do their bit where and when they can.
One of the more obvious reasons people volunteer is for personal fulfillment but there are many
other reasons for volunteering that we also uncovered.
Giving something back was a big motive for volunteering. People who volunteer in their
community typically have a personal attachment to the area and want to make it a better place for
themselves and for others. “Also, many people who volunteer often feel very fortunate to live the
way they do and want to give something back to society, as a way of balancing the scales so to
speak” (Mckee 2012).
Another reason that we uncovered was personal benefits that volunteering has on their
character. Many volunteers often say that the experience has made them a better person. In most
cases, volunteers also become more concerned and aware of the problems facing the world and many
feel that they were ignorant or narrow minded before. Also, a huge part of volunteering is becoming
more compassionate over time. People who have volunteered in the past often become emotionally
involved and are more likely to volunteer again in the future, either on the same project or a new
one.
“A sense of accomplishment, recognition and feedback are also more reasons people choose
to donate their time” (Mckee 2012). Many people volunteer simply for the pride that comes from
completing something. Also recognition of an individual’s efforts is another thing that keeps
volunteers coming back again and again. If individuals’ feel like their time and energy is going
unnoticed then they will feel unappreciated and won’t volunteer ever again. Giving volunteers
feedback, recognition, and even awards can be a great way to keep them volunteering time and time
again.
Volunteering is also a great way to gain experience in a broad range of fields. Therefore,
“volunteering is an effective way to put in a little of your time and gain some valuable skills,
whether professional or practical” (Mckee 2012). Additionally, people also find lifelong friendships
through volunteer work so friendship and belonging can be included into the list. Finally, people
volunteer to have fun. Volunteer work can be hard, strenuous, dirty and frustrating but it also can be
great fun and extremely rewarding. These findings are consistent with our qualitative research.
Our final objective is to get a deeper understanding of the relationship between nonprofits
and social media and how to maximize Facebook as a marketing tool for a nonprofit. Social media is
a fairly new technology and the best ways to utilize these services are still being researched and
written as we speak.
In conducting our qualitative research, we found from our interviewees that social media is
one of the most cost effective ways to gain awareness for nonprofit organizations. The interviews
showed individuals do pay attention to, like, and reference relevant information they’ve acquired
from social media sites. Relationships are the foundation of social networking sites. Solely having a
profile will not in itself increase awareness or trigger an influx of participation. Instead careful
planning and research will greatly benefit nonprofits as they attempt to develop social networking
relationships with their stakeholders (Waters, Burnett, and Lucas 2009). Providing relevant
information begins relationships with individuals and that is the first and most important step in
gaining awareness.
Social networking sites were defined as those sites driven by user-participation and user
generated content, and provides a variety of ways for users to become involved in organizations
(Tredinnick 2006). The problem is, what is the optimal way to get individuals to interact? Asking for
e-mail addresses and ways to donate online can increase interactivity but organizations should
provide a calendar of events or listing volunteer opportunities to involve people offline as well (Jo
and Kim 2003, 202). The research discussed in (Waters et al. 2009) often mentioned that nonprofits
wanted to be open and transparent on their social media pages, which they all succeeded in. We also
found that most nonprofits, “failed to take advantage of the interactive nature of social networking.
They rarely provide information in forms other than external links to news stories, photographs, and
discussion board posts, and they only attempted to get interested parties involved by providing them
with a contact e-mail address to obtain more information (Jo and Kim 2003, 204).
Facebook has developed many applications to assist organizations with their fundraising and
relationship cultivation efforts. The most popular of them all is called Causes, which allows
individuals to donate to a registered organization and recruit others to support the cause (Facebook
Fundraising 2007). We also found that most nonprofits lack the resources or time to provide constant
attention to a social media page. College interns and volunteers are often in charge of managing
nonprofits Facebook presence because they have knowledge on appropriate uses of the site and are
often already personally invested into social networking (Waters et al. 2009).
Study 3: Quantitative Research
Demographics of Surveyed
Of the 99 surveys we received, 55 were male and 41 were female. Both genders were
strongly represented and it will be able to be determined if there are differences among these
groups.
In regard to age and income, there were several representatives from each respective
bracket, as seen in the charts below. The college-aged demographic was represented in a
proportion that is close to the population. There are enough respondents from a majority of the
categories to find differences here as well.
81 of the respondents lived in Blackhawk, Bremer, Butler, Chickasaw, Fayette, or
Grundy counties, while only 6 did not. We were successful in seeking out those that had
residence in the Cedar Valley area.
0
5
10
15
20
25
30
35
40
# o
f R
esp
on
de
nts
Individual Income
0
5
10
15
20
25
30
35
18-22 23-31 32-39 40-47 48-63 64+
# o
f R
esp
on
de
nts
Age
We also got a great representation of both high school diploma and 4-year degree
holders:
Results
The first portion of our findings is for the respondents as a whole. Differences among
groups are investigated later in the report.
Knowledge of the Red Cross
The first part of our survey consisted of questions designed to test the respondent on how
much they knew about the Red Cross. 41% of respondents believed the Red Cross receives
government funding. 32% of respondents believed that there is not a chapter of the Red Cross in
the Cedar Valley. Only 30% of respondents could name at least one service that the Red Cross
offers. The table below shows the number of respondents that named that respective service.
Note only one respondent of 99 could name Military Services, Lifeguard Training, or Babysitter
Certification. All of this points to the fact that the community really has little knowledge of the
Red Cross and its services. The responses are shown below.
0
10
20
30
40
50
Less than HighSchool
High School / GEDEquiv.
2-Year College Deg. 4-Year College Deg. Masters Degree
# o
f R
esp
on
de
nts
Highest Level of Education Completed
Blood Services Disaster Services First Aid / CPR Birth Control
15 10 9 2
Military Services Lifeguard Training Food Drives Babysitting Cert.
1 1 1 1
Volunteerism
The average respondent volunteered 0.52 hours/week with a standard deviation of 1.35
hours. We asked those that volunteered if they agreed with specific motivations for volunteering
on a scale of 1 to 7, with 1 being disagree and 7 being agree (same scale used for all scaled
questions). We hypothesized that volunteers top motivation is gaining personal fulfillment. A
one-sample t-test confirmed our hypothesis. The data is shown below. Note that all motivations
are statistically significant. These results validate our qualitative research findings.
Motivation for
Volunteering
Mean of
Scores
Standard
Deviation t P-value
Because I gain personal
fulfillment. 5.918 1.3438 9.993 0.000
Because I like to help
people. 5.867 1.4281 9.153 0.000
Because I’m good at the
task I’m assigned. 4.878 1.3289 4.623 0.000
Because I have to. 2.786 1.8512 -4.592 0.000
We hypothesized that respondents would be willing to volunteer for the Red Cross. We
asked three questions designed to uncover their true disposition towards this prospect. The
question we feel is most relevant was whether they would agree with the statement, “I will
volunteer for the Red Cross in the next year.” We ran a one-sample t-test and found our
hypothesis to be correct. Respondents are willing to volunteer for the Red Cross ( =4.376,
=1.4913, t=2.485, P=0.015); however, note that 4 being “no opinion” and 7 “agree”, the mean
4.376 is not a strong yes.
Monetary Donations
61% of respondents give $0 / year to charitable organizations, 30% give $1-100 / year,
and the remaining 9% give anywhere from $101-1000 / year to charity. See charts below.
76% of respondents have never donated money to the Red Cross, 18% have donated $1-
100, and the remaining 6% have donated anywhere from $101-5000 to the Red Cross. See table
below. Interesting to note that roughly a quarter of people in the Cedar Valley have given money
to the Red Cross before, and 63% of those that donate to charitable organizations have given to
the Red Cross.
The top method of giving was in-person at 58% of those who gave, followed by direct
mail and online both at 19% of those who gave, and less than 5% for all other methods. The full
results are displayed in the chart below.
0
10
20
30
40
50
60
70
# o
f R
esp
on
de
nts
Donation Amount to Charities per Year
01020304050607080
# o
f R
esp
on
de
nts
Donation Amount to Red Cross (All-Time)
We asked those that donated if they agreed with specific motivations for donating money
to charitable organizations, using the same 1 to 7 scale. We hypothesized that the top motivation
is due to a personal tie to the organization. A one-sample t-test confirmed this was a significant
reason, but the top reason for donating was the urgency of the cause. The data is shown below.
These results validate our qualitative research findings.
Motivation for Donating
Money
Mean of
Scores
Standard
Deviation t P-value
Due to the urgency of
the cause. 5.513 1.4072 6.714 0.000
Due to a personal tie
with the organization. 5.077 1.7379 3.870 0.000
Because it makes me
look better. 3.538 1.7636 -1.634 0.110
Due to tax benefits. 3.382 1.7376 -2.194 0.035
We hypothesized that respondents would be willing to donate money to the Red Cross.
We asked three questions designed to uncover their true disposition towards this prospect. The
question we feel is most relevant was whether they would agree with the statement, “I will
donate money to the Red Cross in the next year.” We used the same 1 to 7 scale. We ran a one-
sample t-test and found our hypothesis to be incorrect. Respondents, as a whole, are not willing
0
5
10
15
20
In-Person Direct Mail Online (Laptopor Desktop)
Mobile Phone(Web-based)
Text Messaging Over Phone
# o
f R
esp
on
de
nts
Donation Method
to donate money to the Red Cross ( =3.448, =1.8064, t=-3.007, P=0.003). Note that the results
may be partially colored by the fact that many respondents initially felt they were being asked for
money prior to taking the survey; however, we feel this is fairly representative of the attitude
towards giving money to the Red Cross.
Social Media
73% of our respondents have Facebook. We knew the proportion would be high, but 73%
is impressive. Equally as impressive, 53% of respondents that use Facebook use it at least once a
day, and the remaining 47% use it once a week or less.
The top three uses of Facebook were: staying in touch – 94% of users, looking at pictures
- 52% of users, and scheduling events – 35% of users. We were most interested in how many
Facebook users find deals / promotions / special events through Facebook, which turned out to
be 18% of users. We feel that this percentage will increase as social media is used more and
more among businesses and nonprofits. See the chart below for all responses.
One of our most important questions regarding social media was whether a Facebook
user agreed with the statement, “If I received an event invite for the Red Cross via Facebook, I
0
10
20
30
40
50
60
70
Staying in Touch Looking atPictures
SchedulingEvents
Making NewFriends
Finding Deals /Promotions /Special Events
Playing Games Marketplace
# o
f R
esp
on
de
nts
How Respondents Use Facebook
would consider going.” We used the same 1 to 7 scale. We ran a one-sample t-test and found our
hypothesis to be correct. Facebook users would consider going to a Red Cross event if they were
invited through Facebook ( =5.188, =1.3479, t=-7.324, P<0.000).
High Awareness vs. Low Awareness
One of the most important group comparison analyses we conducted was the differences
among those that were more aware and informed of the Red Cross and its services against those
that were less aware and informed of the Red Cross and its services.
One method we chose to find seek out any potential differences was comparing the
means of the group that knew of at least one Red Cross service (Aware Group) to the means of
the group that knew of no services (Unaware Group).
We tested three hypotheses. First, that the Aware Group would be more appreciative of
what the Red Cross does. Second, that the Aware Group would be more willing to volunteer for
the Red Cross in the next year. Third, that the Aware Group would be more willing to donate
money to the Red Cross in the next year. We ran an independent samples t-test with = 0.05 for
all three hypotheses and all but willingness to donate were confirmed. The Aware Group was
more appreciative of the Red Cross, and more willing to volunteer, but was not statistically
significant in terms of donating; however, there is clearly a trend. See the chart and table below.
Aprc.
of
Red
Cross
Will
Volunteer
Will
Donate
t 2.462 4.180 1.662
p 0.016 0.000 0.106
This finding is crucial because it answers one of our major research questions – “Does
increased awareness about the Red Cross and its services constitute an increased willingness to
volunteer and donate money?” The independent sample t-test proves that increased awareness
does increase the willingness to volunteer and with a larger sample it would most likely be
proved for donating money as well. Therefore educating the inhabitants of the Cedar Valley will
increase their willingness to volunteer and donate money to the Red Cross.
Interestingly enough, the Aware Group’s average volunteer hours for all charities per
week is 0.679 compared to only 0.467 with the Unaware Group. There isn’t a significant
difference, but note the trend.
Experience vs. No Experience
The second set of groups we tested against each other: Experienced Group – a group that
had at least one experience with the Red Cross; versus the Inexperienced Group – a group that
had no experiences with the Red Cross. 9 respondents had an experience: 6 donated blood, 1 had
volunteered as a bell ringer, 1 had a relative that worked for as a nurse for the Red Cross, and 1
had gone through CPR training for their job. Ideally, we would have more respondents for the
Experienced Group, but this is enough to see trends.
We tested four hypotheses. First, that the Experienced Group would be more appreciative
of the Red Cross. Second, that the Experienced Group would be more willing to volunteer for the
Red Cross if asked. Third, that the Experienced Group would be more willing to volunteer for
the Red Cross in the next year. Fourth, that the Experienced Group would be more willing to
donate money to the Red Cross in the next year. We ran an independent samples t-test with =
0.05 for all three hypotheses and all but willingness to donate were confirmed. The Experienced
Group was more willing to volunteer if asked, but was not statistically significant in terms of
volunteering in the next year, donating, nor appreciation; however, there is clearly a trend. See
the chart and table below.
This is also a very important finding. The independent sample t-test proves that increased
awareness does increase the willingness to volunteer and with a larger sample it would most
likely be proved for donating money as well. Thus targeting those that have had an experience
with the Red Cross would be prudent for both fund-raising and recruiting volunteers. Note that
those with a Red Cross experience are much more willing to volunteer if asked than those
without an experience.
Aprc.
of Red Cross Will volunteer if asked
Will volunteer in
next year
Will donate money
in next year
t 1.273 3.229 1.925 1.951
p 0.230 0.007 0.081 0.061
6.395.78
5.114.63
6.03
4.614.30
3.34
1.00
2.00
3.00
4.00
5.00
6.00
7.00
I appreciate what theRed Cross does
Will volunteer for theRed Cross if asked
Will volunteer for theRed Cross in the next
year
Will donate to theRed Cross in next
year
Dis
agre
e
No
Op
inio
n
Agr
ee
Differences Between Expereienced Group and Inexperienced Group
Experienced
Inexperienced
Now considering behavioral data, we ran a cross tabulation analysis for the Experienced
Group and Inexperienced Group, to see where each stacked up in their total monetary donation
amount to the Red Cross. Since only 9 respondents with an experience with the Red Cross, it is
difficult to say whether this trend would keep up, but it is interesting to note that only 22% of the
Experienced Group had donated no money to the Red Cross, compared to 81% of the
Inexperienced Group. See table below for the Cross Tabulation table.
# of Respondents $0 $1-100 $101-500 $501-1000 $1001-5000
Had Experience 2 5 1 1 0
No Experience 73 13 2 1 1
Age
Another comparison we made was in the differences among each age bracket. We made
four hypotheses. First, that there would be a difference between age and the likeliness to
volunteer for the Red Cross in the next year. Analysis of Variance (ANOVA) proved this
hypothesis to be correct.
Age Mean S.D. F Sig.
18-22 3.98 1.48
23-31 4.85 1.17
32-39 4.83 1.16
40-47 4.45 1.95
48-63 3.25 1.67
64+ 5.50 2.12
2.521 0.35
Only two respondents were in the 64+ range, so it is difficult to say whether that high
willingness would hold up, but it is possible since many retired persons in that age range have
more free time and likely are looking to give back to the community. The 23-31 and 32-39 age
ranges, which both had plenty of respondents, are the most willing to volunteer for the Red
Cross.
Recommendations
Through our research, we have come up with a list of recommendations that will assist the Red
Cross in gaining awareness of their services they provide and in turn increasing the amount of
volunteers and monetary donations.
First off, the Red Cross should to spend more time on educating the public about what it is
they really do. Only 30% of respondents could name a single service the Red Cross provided. There
needs to be clearer communication and an emphasis on educating the public on what services the
Red Cross provides. Red Cross has a very positive perception in the community, but a lack of true
understanding of the Red Cross and its services is a serious threat.
Second, we believe the Red Cross should really focus on recruiting volunteers as a way of
attracting lifelong donors. As a whole, people are not willing to donate money to the Red Cross, but
they are willing to volunteer for the Red Cross. As we saw, from those that had an experience with
the Red Cross or knew of at least one service were more likely to donate money to the Red Cross
than those that did not have an experience or knew of no services. Once a person has volunteered,
even just once, they then know of at least one service the Red Cross provides and have had an
experience and that makes them significantly more willing to donate money in the future.
In terms of recruiting volunteers, we recommend the Red Cross make heavy-use of volunteer
testimonials that link the personal gratification they receive from volunteering to the good they are
doing for others. People seek fulfillment in their lives and they will be able to relate to such
testimonials. These testimonials could be implemented in all mediums, i.e. chapter website,
Facebook, etc.
The Red Cross really should take advantage of free social media sites. Facebook’s only cost is
time and people do pay attention to a business’ page, even if they are not ‘liking’ it. In our research,
18% of account holders used Facebook to find deals, promotions and special events among
businesses. With Facebook’s continuing growth, the number of persons using Facebook in that way
can only increase. Using social media for all of the events and fundraisers they host would be a very
smart marketing tactic. Our survey analysis showed people would be receptive to this. In the use of
Facebook, enhancing information dissemination by collecting e-mails for the spread of information
and opportunities directly towards individuals could be considered. Also the Red Cross must post
audio, videos, pictures, and news links, along with interacting with their discussion walls to help
ensure Facebook users that the Red Cross is just as involved as they are.
The Red Cross should not forget that long-term survival means focusing on the up-and-
coming generations and designing marketing strategies specifically for them. Peer-influence and
technology-based giving are two major ways to cater to the younger generations. Therefore peer-to-
peer fundraising events, empowering the community to raise funds on the Red Cross’ behalf, could
be a huge source of funding and would additionally raise awareness of the Red Cross. Also, an
online monthly debiting program would both incorporate technology and reduce the pain of parting
with one’s money. Especially note that one of the most receptive age ranges for both volunteering
and donating money is 23-31, one of the younger generations. That age range in the Cedar Valley
could have a huge impact for the Red Cross, and there is a tremendous opportunity there.
Limitations
In conducting this research, everything did not go as smooth as expected. There were a few
factors that hindered the process throughout this semester and in turn most likely affected our results.
The first being the lack of time all of us had. It was difficult organizing times to meet,
perform our assignments, and finding people who had enough time to participate in the activities we
asked. Everyone on our team has jobs, other group projects, and family activities that we had to
work around and that resulted in our meetings being either early in the morning or late at night.
Another limitation we dealt with was lack of budget. When giving people an incentive such
as candy or a small gift, they feel they must return the favor. In our case, this would have translated
to more in-depth answers in our surveys and interviews. When we handed out the surveys, some
individuals acted like it was a hassle or even thought that we were trying to get them to donate
money on the spot.
When it came to the people who completed our survey, our age demographics were highly
skewed. We only had two persons that were 64+ years of age compared to 32 persons that were
between 18-22 years of age. We found this altered our findings when we were examining the
willingness and amount people are willing to donate. There would have been a lot more useful
information derived if the variation of ages was not so skewed.
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Appendix 1 - In-Depth Interview Guide
1. Find out what people know about the Red Cross.
a. What comes to mind when you hear “the American Red Cross”?
b. Do you know all of what the Red Cross does?
c. How do you know what you know about the Red Cross?
2. Find out any opinions or experiences with the Red Cross.
a. What do you think about the Red Cross? Why or why not?
3. Find out how likely people are to volunteer their time to the Red Cross.
a. Do you ever volunteer? Why or why not?
b. Would you ever volunteer for the Red Cross? Why or why not?
4. Find out how likely people are to donate their money to the Red Cross.
a. Do you ever donate to charitable organizations? Why or why not?
b. Would you ever donate money to the Red Cross? Why or why not?
5. Find out how to increase awareness of Red Cross’ services.
a. On Facebook, do you ever view businesses or nonprofits pages? Do you ever “like”
them? Why?
b. Do you ever pay attention to business promotions/special events? Why?
6. Find out if increased awareness increased willingness to give time or money.
a. If I told you that the Red Cross is not government-funded, their workforce is 96%
volunteers, and its humanitarian services include: preventing, preparing for, and
responding to all disasters, both locally and nationally; teaching life-saving techniques
such as CPR & First Aid; training lifeguards in water safety and babysitters in emergency
preparedness in child-care; relaying emergency messages between military overseas and
their families; in addition to being a blood-collection agency; does that make you more
interested in volunteering for the Red Cross? Why or why not?
b. How about donating your money? How come?
Appendix 2 – Survey
Appendix 3 – Survey Code Sheet