effects of ad/pr campaigns on campus philanthropic participation
DESCRIPTION
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 PresentationTRANSCRIPT
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?