Presentation on theme: "SOAR Marketing Research Study"— Presentation transcript:
1 SOAR Marketing Research Study Kohler India CLASS: Mid Point bla bla…SOAR Marketing Research StudyMarch 11, 2015January 15, 2015
2 Your Kellogg Marketing Research Team Layci CallowayShelley HughesValentin NikolovWilliam TompkinsMatthew Weiss
3 Table of Contents Executive Summary Introduction + Background Research ObjectivesResearch DesignAnalysis + ResultsConclusions + RecommendationsAppendixShelley
4 Executive SummaryThe Population of Streeterville has increased from 20,000 to 29,000 in the last years while SOAR membership has been in declineSOAR membership demographics are not reflective of the Streeterville population; active members are mostly 50+ while SOAR membership and awareness is low among the millennial generationQualitative research suggests a divide between millennials and the 50+ SOAR loyalists in terms of volunteer drivers, habits, and expectationsQuantitative analysis did not reveal statistically robust segmentation patterns, but did reveal some insights on volunteerismShelleyProblem Definition and Main Findings (1 – 2 slides)o Including factors that influence financial support for Community Organizations.Determine community residents expectations from a Community OrganizationSegmentation, targeting and positioning study that yields valuable insights into increasingand retaining SOAR’s current membership.The results will help to populate a general leadership model for communityvolunteer organizations.
5 The Streeterville Organization of Active Residents SOAR, founded in 1975, is a non-profit, non-partisan volunteer organization whose mission is to work on behalf of Streeterville residents by preserving, promoting, and enhancing the quality of life in their communitySOAR programming covers a wide range of topics including residential development, political initiatives, safety, art & culture, small business development, local green space, and noise pollutionSOAR targets residents and transitory residents who live and/or work in StreetervilleSOAR participation is currently driven by a paid membership ($50 individual, $75 HH, $250 business) and volunteer modelShelleyDescribe client, industry, products.
6 Research Objectives Business Objective Develop a data-driven, actionable recommendation for member acquisition and retentionResearch ObjectiveIdentify and segment the national Streeterville-like volunteer market, determining the target market that is most interested in SOAR, as well as the other segments whose interests and habits don’t currently align with the SOAR organizationShelleyDefine the problem to be studied and the purpose to be served by the research. Clearly specify the research objectives.
7 Research Methodology and Design Secondary ResearchGained understanding of the Streeterville demographics, neighborhood structure and cultureResearched national volunteer trends and habits, specifically looking at differences between the millennial and baby boomer generationQualitative ResearchConducted 30 minute phone interviews with SOAR members (mostly 50+) and Streeterville residents unaware of SOAR (mostly 25 – 35 yrs) to understand general themes, trends, and content areas to further explore in quantitative researchQuantitative ResearchSurveyed nationally based audience with filters to mirror Streeterville residents in order to identify and segment the SOAR marketConducted pre-test and adjusted questionnaire prior to survey distributionSECONDARY RESEARCHQUALITATIVE RESEARCHLayciProvidean overview of how you fulfilled the research objectives. In particular, describe your (i) exploratory research, (ii) secondary data sources and how they were used(if applicable), (iii) target population and sample size, (iv) data collection method(s), and (v) pre-test process and any major changes made to your questionnaire.QUANTITATIVE RESEARCH
8 About Streeterville SECONDARY RESEARCH Streeterville is a commercial and residential neighborhood in downtown Chicago, north of the Chicago RiverStreeterville’s population is 79% white, 14% Asian, 5% African AmericanCompared to Chicago, Streeterville has a low percentage of children (6%), and high percentages of residents years as well as 60+20% have annual income of $200K+, 57% have $75K+ annual income and 20% have incomes below $34K, attributed mostly to students who are not working or are employed part-time70% of work force work in management, businesses, science and art and 25% of the in either services or salesQual to Quant to transition // hypothesis transitionStreeterville Neighborhood Plan, SOAR, 2014
9 National Volunteer Trends SECONDARYRESEARCHNational Volunteer TrendsUS volunteer population declined 29% to 25% from 2000 – 2013Average annual volunteer hours remain relatively steady, declining slightly from 133 hours in 2007 to 129 hours in 2013Women continue to volunteer at higher rates (28.3%) than men (22%)35 – 44 yr olds most likely to volunteer (29.8%), followed by yrs olds (26.1%) and 20 – 24 yr olds (18.7%), for 45+, volunteer rates decline as age increasesMarried persons volunteer at a higher rate (30%) than those who have never married (20.2%)Volunteers are almost twice as likely to donate to a charity as non-volunteers, with ~80% of volunteers having donated to charity compared with 40% of non-volunteers50.7% of US citizens donated at least $25 to charity in 2012Social service charities, houses of worship and health organizations are supported by the largest percentage of charitable givers across all generations~1/5 of donors say they attend or host in-person events for a cause or charityIn 2011, 70% of charitable donors donated online, 40% in person
10 Millennial Volunteer Trends SECONDARYRESEARCHMillennial Volunteer TrendsDriversMillennials support causes, not institutions; they volunteer and give to make an impactTop three motivations: 79% passion, 56% meet people, 46% practice and develop expertiseLooking for opportunities to connect and build their networksMore likely to support children’s charities, human rights and international causesCommunication Preferences65% receive from one to five nonprofitsTake action digitally (51% connect through social media, 46% donated to a cause online)Engaged by digital photos, new content updates, real time relevance83% have smartphones; but don’t respond well to telephone solicitations49% follow one to five nonprofits through social mediaHabits27% of millennials volunteer, averaging 36 median hours in 2013Want to lend knowledge, expertise and time to make a tangible difference on an important issueLooking for low barriers to entry and easy commitments – i.e. quick online donations, short volunteer stintsWant to know how dollars and volunteer time translates into impact; looking for quantifiable resultsGiving83% gifted financially in 201270% willing to raise money for a cause they are passionate about
11 Baby Boomer Volunteer Trends SECONDARYRESEARCHBaby Boomer Volunteer TrendsDriversDesire to be activists by making a difference in ambitious and inspirational waysLooking for relationship building and opportunities to use the skills they’ve developed over their careersEnjoy professional interaction with volunteer organization staff and leadershipHabitsRetention is low; 3 out of 10 Boomer volunteers choose not to volunteer in the following yearIn 2013, 28.1% of Boomers volunteered, a decrease from 29.9% in 2007 and 33.5% in 200365+ donated nearly 2xs as many hours than the population as a whole (general population volunteered a median 50 hrs while 65+ volunteered a median 90 hours in 2014)GivingLargest charitable giver group, giving an estimated $61.9B per year (43% of all the dollars donated)/
12 Qualitative research suggested a divide between the Streeterville 25 – 35 generation and the 50+ SOAR loyalistsQUALITATIVERESEARCHMillennials 25 – 35 yrsBaby Boomers 50+ yrsStreeterville chosen as temporary place of residency because of central location, convenience, good restaurants and bars; sometimes feels “too touristy”Streeterville chosen as place to live and commit to for many years; strong commitment to place and neighborhood historylocationLearn about volunteer opportunities through career network, social media, and friendsLearn about SOAR through word of mouth or residential networks (realtor, landlord, neighbors)learningHigh interest in social and political events; a desire to remain “in the know,” be “up to date” and to “have a say” in local traffic, congestion, development, pollution topicsEngagement driven by passion areas and niche causes, such as youth education, international health, or disaster reliefdriversNational volunteer drivers, motivations and habitsAreas to explore in quant:Attitudes towards local vs. national volunteer engagements and causesUnderstanding of what “community” and “neighborhood” mean todayDesire, interest and perceived responsibility in giving back or getting involved in a local community or neighborhood causeAttitudes towards volunteer membership fees or duesCurrently too busy to volunteerEngagement driven by initial touch point – high interest in social events and political meetingshabits“Community” isn’t about a physical space, it’s about a support network of friends, family, and coworkers“Community” is defined by neighborhood boundariescommunityNot aware of SOAR, but unsure of what the mission would mean to them; not your typical cause-driven volunteer opportunity where you go to “make a difference”Believe SOAR’s focus and expertise is in local development issues and political activism; a “watchdog organization,” a “political influencer” and “news source”SOAR
13 CONTENT OPPORTUNITIES Secondary and qualitative research findings drove quantitative survey topics and question designCONTENT OPPORTUNITIESNational volunteer drivers, motivations and habitsAttitudes towards local vs. national volunteer engagements and causesUnderstanding of what “community” means todayDesire, interest and perceived responsibility in giving back or getting involved in a local community or neighborhood causeFinancial giving habitsQUANTITATIVE SURVEY
15 Survey participants were screened to mirror Streeterville residents Survey FiltersPrimary place of residence is in a major urban neighborhoodNeighborhood has mostly multi-family housing unitsMinimum of 25% of respondents from the following age groups: 19 – 34 yrs, 35 – 50 yrs, 51+ yrsLoosened filter about neighborhood characteristics (i.e. corporate office buildings, access to public transportation, museum and arts galleries, local boutique shops or national department stores, entertainment venues) from 4/5 to 3/5 after not receiving enough respondentsRespondent Demographics and Characteristics:
16 The majority of respondents volunteer with 1 or 2 organizations and devote 1-5 hours per week to them51% reported that they aren’t volunteering simply because they haven’t found the right opportunity59% volunteer 1-5 hrs/week21% volunteer 6-10 hrs/week
17 Altruistic motivations were most popular when respondents were asked what might cause them to consider volunteeringMeet new peopleBe part of a respected organizationImprove my reputationSocialize with existing networkN(people ranking 2+)=9734%: 19-3429%: 35-5036%: 51+Help the less fortunateMake an impactContribute to a cause I am passionate aboutMake my surrounding environment a better place to live inSo what: Messaging considerationsWe counted the total number of times that each motivation was ranked, then bucketized them into three categories. 61% of those ranking points went towards altruistic reasonsAltruistic Reasons – Helping the less fortunate, making an impact, contributing to a cause that you’re passionate about, make the surrounding environment a better place to liveSocial Reasons – Meeting new people, Being part of a respected organization, reputation improvement, socialization with existing networkProfessional Reasons/Requirement – Leadership opportunity, Skill development, Professional Networking, Resume buildingTo get a better sense of who these groups were, I looked at the demographics of the groups that ranked at least 2 of the 4 measures in each grouping in their top 5 rankings.With the exception of professional motivations (which overindexed towards males), gender closely mirrored that of the overall sample sizeProfessionals largely fell into the year old groupThe other two groups were more evenly distributed across age groupsTake on leadership roleSkill developmentProfessional networkingResume builderN(people ranking 2+)=5562%: 19-34N(people ranking 2+)=28941%: 19-3425%: 35-5034% : 51+
18 Community Participation Tends to Fall Into Two Camps Further analysis shows these activities cluster into segments around two factors of consideration‘Passive engagement’ – prefer to simply experience the neighborhoodLocal businessesLocal arts entitiesParks/green spacesNeighborhood organizations‘Active Engagement’ – prefer to contribute to neighborhood improvementInvolvement with schoolsLobbying for neighborhood laws/rulesAttending local political meetingsOrganizing neighborhood events‘Apathetic’ – there is a third segment that isn’t interested in eitherTried to do crosstab on clusters after this, nothing significant. Do demographics over index in these factors?
19 Majority of Respondents Donate to Neighborhood Organizations, But Volunteering Time Resonates More Strongly56% Donate in Neighborhood; “Donate Money” = “Giving Back to the Community” 7% of respondents (13 of 22 Millennials, 9 in income bracket);10% statistical significance used in crosstab; one cell in has expected frequency of 4.4 (“other” category in housing situation)Crosstab analysis suggests that there is statistically meaningful association between neighborhood donation habits and both age and housing situationProviding volunteering opportunities where potential new members can get involved in a meaningful way provides a channel for a later conversation about donations
20 Millennials and Renters Donate Less On Average For dollar amount donation approximations, mid range value is selected.~$520 statistically significant differential in both age and housing if lower end of interval is used ($25 for <100, $100 for $100 - $999, etc.)Demographic trends in Streeterville represent a challenging environment for increase in donations
21 Respondents Do Not Allocate a lot to Community Support Organizations, But Those Who Do Have a Diverse ProfileDonor Profile:46% millennial, 21% baby boomer52% renter, 44% owner34% male, 66% female27% high school, 36% college, 34% graduate degree31% up to 35K income, 29% 35K-75K, 22% 75K-100K71% currently volunteer48% donate between $100 and $999 annually47% define community geographically55% have lived in their neighborhood < 6 years44% plan to stay for <6 years, 41% plan to stay >10 years“Community support (local building and development, public safety, etc)” – 94 respondents allocated some money (least $10 and at most $500, avg. donation: $97; median donation: $83)Not a significant statistical differences in respondents allocation between $1,000 scenario vs $10,000 scenario.Similar patterns emerge if organizations ranked on frequency of ranking among top 5.- Organizations ranked #4 and #5 are within the scope of competency of SOAR- Although existing potential donor demographic is fragmented and creates challenges for targeting, results do not suggest a SOAR-type organization should be in decline given the demographic changes that have occurred in Streeterville
22 Respondents believe giving back to the community is about making an impact Volunteers want to know they are making a difference. SOAR should find ways to communicate the tangible and quantifiable outcomes of their service.What impact did volunteers make?Ran factor analysis in question 8 in word doc // opinions towards volunteering. “Seeing impact” had highest factor loading of any factor considered within group.
23 Millennials and Baby Boomers respondents define “community” differently Careful consideration should be given to how SOAR talks about community; don’t assume that Streeterville residents define and embrace community in the same wayThese are 4 community measure definitions that showed statistical significance and millennials tend to define community as relationships while boomers are more likely to define it within physical boundariesMillennials n=128Boomers n=184
24 Respondents differ in what they expect from a community organization Respondents have a wide variety of expectations from a community organization, many of which align with SOAR programming. SOAR should be cautious, however, on over-promising and spreading themselves too thin given findings in qualitative research about an unclear mission and core competency.No statistic significant differences between boomer and millennials
25 Political involvement tends to be an unpopular topic in the context of community organizations Consider either leading with something other than political activism as key positioning or emphasizing the outcomes of the political activity at the core of the organization (such as building preservation, avoiding increased traffic, etc.).Political activism was last in mean ranking when respondents were asked to rank likely volunteer activitiesPolitical advocacy was the lowest ranked function when repondents were asked to rank expectations of community orgs.Few respondents reported taking part in local political meetings or lobbying for neighborhood rules and laws
26 Respondents prefer to discover volunteer opportunities the most from friends and the least from professional networks*Ran and p-value statistically sig (.009) and one cell >4 to be predictive. For those that find out about volunteer opportunities through professional network, there is more than a random chance that millenials find out about volunteer opportunities through professional networksFriendsOnlineFamilySocial MediaNeighborLocal PaperNewsletterProfessional*FriendsFamilySocial MediaOnlineNeighborLocal PaperNewsletterProfessional
27 Two categories stand out when comparing how respondents actually discover volunteer opportunities with their preferenceCommunication Insights:Events designed to bring or illicit conversations between friends have the best chance at reaching your audienceThe gaps represent opportunities to increase marketing efforts to groups that discover opportunities through either family or friendsMale respondents react unfavorably to newsletters as a means to discover volunteer opportunities- Ran a cross-tab of age group against Q15_family and found it wasn’t statistically relevant (p-value = .336) to predict any behavior. Same thing for Q15_newsletter (p-value = .848).- Although age cannot help us predict behavior, there is more than a random change that male respondents react unfavorably to newsletters. The results, conducted via cross-tab, are statistically significant.FriendsOnlineFamilySocial MediaNeighborLocal PaperNewsletterProfessional
28 In general neighborhood & community organizations remain relevant, but are middle of the pack in terms of volunteer attractivenessMore research is necessary to deep dive attitudes driving this sentiment.
29 Overall, demographics are not predictors of interest in SOAR-like organizations We tested demographics such as age, income, rent/own, etc. against various measurements of volunteer engagement, preferences, habits, and interestsThe various statistical methods applied yielded either statistically insignificant or non-meaningful resultsConclusion: using the data collected, we are unable to identify demographics as predictors of volunteering behavior
31 Concluding Insights & Recommendations People prefer to contribute time vs. moneyCommunication about volunteer opportunities should highlight direct impact to the communityActive vs. Passive EngagementVolunteer acquisition is most reliable through friends and family and least through newsletters and professional networksMillennials prefer to maintain perception of flexibility in volunteer engagementCurrent positioning may not resonate with MillennialsSurvey doesn’t show millennial disinterest in community organizations; it all comes down to execution, marketing, messaging, tacticsInvest time in local research; national scale doesn’t draw significant conclusions (or can be found in census data)Survey doesn’t show millennial disinterest in community organizations; it all comes down to execution, marketing, messaging, tacticsInvest time in local research; national scale doesn’t draw significant conclusions (or can be found in census data/
33 Initial Data Scrubbing and Preparation 3000+ initial respondents318 respondents passed screenerDATA PREPARATIONRenamed question labels and variables for easier interpretationAdded dummy coded variables where appropriateRemoved respondents that didn’t meet screening criteriaRemoved incomplete responsesRemoved respondents who finished 3 standard deviations above and below the mean response time312 valid respondents
34 Demographic Summary Statistics Highest Level of Edu1: High School2: Undergraduate3: Graduate4: Prefer not to answerRelationship Status1: Single2: Married3: Divorced4: Domestic Partnership5: OtherNumber of Kids1: 02: 13: 24: 35: 4 or moreKids living at home1: 02: 13: 24: 35: 4 or more
35 Demographic Summary Statistics Gender1: Male2: Female3: Other