effects of ad/pr campaigns on campus philanthropic participation

Effects of Ad/PR Campaigns on Campus

Philanthropic Participation

Stephanie HubbleRyan Lee

Erin OwenbyKerry Steingraber

Research Questions

Q1

• Can excessive advertising affect participation?

Q2

• What motivates student involvement?

Q3

• Will a “fun” event interfere with a group’s mission?

Our Thoughts & Opinions• Group

ParticipationAdvertising

• Higher awareness among students

Strong campus

presence

• Detrimental EffectsToo much

advertising

Methodology

Focus Group•4 groups•8-10 participants•Open ended questions

MethodologySurvey•16 questions via Google Form•112 participants

•Only structured questions•Students attitude/knowledge of ad/PR efforts

Computing Data

•Manipulated in Excel•Converted scales to number values•Computed standard deviations

Visibility vs. Involvement

Familiar Groups•Dance Marathon•Habitat for Humanity•Relay for Life

Highest presence•Greek Dinners•Greek 5ks•Relay for Life

Top Reasons For Joining

•Mixed advertising and PR efforts effective

•Influential involvement methods

•Least favorable methods

Mission vs. Event

•Mission=driving factor

•90% know the mission

•Advertising

Mission vs. Event

•Events

•77% let the event outweigh the actual cause

•Ad and PR efforts

Summary

•Purpose of study

•Atmosphere of competition

•Literature review

Summary

•More visibility=more members

•Dangers of excessive PR/Ad

Limitations of our Study

•Sampling bias

•Did not look at specific clubs

•Cannot generalize (UNC only)

Recommendations for Clubs

•Use a mixed-bag

•Avoid over-saturation

•Use a Personal Touch

Future Research

•Look at specific groups at UNC

•Examine the effects of each PR/Ad methods individually

•Where is the threshold for “too much”?

Questions?

Preguntas?Fragen?

األسئلةQuestions?