effects of ad/pr campaigns on campus philanthropic participation

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Effects of Ad/PR Campaigns on Campus Philanthropic Participation Stephanie Hubble Ryan Lee Erin Owenby Kerry Steingraber

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Effects of Ad/PR Campaigns on Campus Philanthropic Participation. Stephanie Hubble Ryan Lee Erin Owenby Kerry Steingraber. Research Questions. Our Thoughts & Opinions. Methodology. Focus Group 4 groups 8-10 participants Open ended questions. Methodology. Survey - PowerPoint PPT Presentation

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Page 1: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

Effects of Ad/PR Campaigns on Campus

Philanthropic Participation

Stephanie HubbleRyan Lee

Erin OwenbyKerry Steingraber

Page 2: Effects of Ad/PR Campaigns on Campus Philanthropic Participation
Page 3: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

Research Questions

Q1

• Can excessive advertising affect participation?

Q2

• What motivates student involvement?

Q3

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

Page 4: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

Our Thoughts & Opinions• Group

ParticipationAdvertising

• Higher awareness among students

Strong campus

presence

• Detrimental EffectsToo much

advertising

Page 5: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

Methodology

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

Page 6: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

MethodologySurvey•16 questions via Google Form•112 participants

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

Page 7: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

Computing Data

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

Page 8: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

Visibility vs. Involvement

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

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

Page 9: Effects of Ad/PR Campaigns on Campus Philanthropic Participation
Page 10: Effects of Ad/PR Campaigns on Campus Philanthropic Participation
Page 11: Effects of Ad/PR Campaigns on Campus Philanthropic Participation
Page 12: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

Top Reasons For Joining

•Mixed advertising and PR efforts effective

•Influential involvement methods

•Least favorable methods

Page 13: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

Mission vs. Event

•Mission=driving factor

•90% know the mission

•Advertising

Page 14: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

Mission vs. Event

•Events

•77% let the event outweigh the actual cause

•Ad and PR efforts

Page 15: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

Summary

•Purpose of study

•Atmosphere of competition

•Literature review

Page 16: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

Summary

•More visibility=more members

•Dangers of excessive PR/Ad

Page 17: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

Limitations of our Study

•Sampling bias

•Did not look at specific clubs

•Cannot generalize (UNC only)

Page 18: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

Recommendations for Clubs

•Use a mixed-bag

•Avoid over-saturation

•Use a Personal Touch

Page 19: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

Future Research

•Look at specific groups at UNC

•Examine the effects of each PR/Ad methods individually

•Where is the threshold for “too much”?

Page 20: Effects of Ad/PR Campaigns on Campus Philanthropic Participation

Questions?

Preguntas?Fragen?

األسئلةQuestions?