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SOAR Marketing Research Study

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1 SOAR Marketing Research Study
Kohler India CLASS: Mid Point bla bla… SOAR Marketing Research Study March 11, 2015 January 15, 2015

2 Your Kellogg Marketing Research Team
Layci Calloway Shelley Hughes Valentin Nikolov William Tompkins Matthew Weiss

3 Table of Contents Executive Summary Introduction + Background
Research Objectives Research Design Analysis + Results Conclusions + Recommendations Appendix Shelley

4 Executive Summary The Population of Streeterville has increased from 20,000 to 29,000 in the last years while SOAR membership has been in decline SOAR membership demographics are not reflective of the Streeterville population; active members are mostly 50+ while SOAR membership and awareness is low among the millennial generation Qualitative research suggests a divide between millennials and the 50+ SOAR loyalists in terms of volunteer drivers, habits, and expectations Quantitative analysis did not reveal statistically robust segmentation patterns, but did reveal some insights on volunteerism Shelley Problem Definition and Main Findings (1 – 2 slides) Including factors that influence financial support for Community Organizations. Determine community residents expectations from  a Community Organization Segmentation, targeting and positioning study that yields valuable insights into increasing and retaining SOAR’s current membership. The results will help to populate a general leadership model for community volunteer 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 community SOAR programming covers a wide range of topics including residential development, political initiatives, safety, art & culture, small business development, local green space, and noise pollution SOAR targets residents and transitory residents who live and/or work in Streeterville SOAR participation is currently driven by a paid membership ($50 individual, $75 HH, $250 business) and volunteer model Shelley Describe client, industry, products.

6 Research Objectives Business Objective
Develop a data-driven, actionable recommendation for member acquisition and retention Research Objective Identify 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 organization Shelley Define 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 Research Gained understanding of the Streeterville demographics, neighborhood structure and culture Researched national volunteer trends and habits, specifically looking at differences between the millennial and baby boomer generation Qualitative Research Conducted 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 research Quantitative Research Surveyed nationally based audience with filters to mirror Streeterville residents in order to identify and segment the SOAR market Conducted pre-test and adjusted questionnaire prior to survey distribution SECONDARY RESEARCH QUALITATIVE RESEARCH Layci Provide an 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 River Streeterville’s population is 79% white, 14% Asian, 5% African American Compared 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-time 70% of work force work in management, businesses, science and art and 25% of the in either services or sales Qual to Quant to transition // hypothesis transition Streeterville Neighborhood Plan, SOAR, 2014

9 National Volunteer Trends
SECONDARY RESEARCH National Volunteer Trends US volunteer population declined 29% to 25% from 2000 – 2013 Average annual volunteer hours remain relatively steady, declining slightly from 133 hours in 2007 to 129 hours in 2013 Women 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 increases Married 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-volunteers 50.7% of US citizens donated at least $25 to charity in 2012 Social 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 charity In 2011, 70% of charitable donors donated online, 40% in person

10 Millennial Volunteer Trends
SECONDARY RESEARCH Millennial Volunteer Trends Drivers Millennials support causes, not institutions; they volunteer and give to make an impact Top three motivations: 79% passion, 56% meet people, 46% practice and develop expertise Looking for opportunities to connect and build their networks More likely to support children’s charities, human rights and international causes Communication Preferences 65% receive from one to five nonprofits Take action digitally (51% connect through social media, 46% donated to a cause online) Engaged by digital photos, new content updates, real time relevance 83% have smartphones; but don’t respond well to telephone solicitations 49% follow one to five nonprofits through social media Habits 27% of millennials volunteer, averaging 36 median hours in 2013 Want to lend knowledge, expertise and time to make a tangible difference on an important issue Looking for low barriers to entry and easy commitments – i.e. quick online donations, short volunteer stints Want to know how dollars and volunteer time translates into impact; looking for quantifiable results Giving 83% gifted financially in 2012 70% willing to raise money for a cause they are passionate about

11 Baby Boomer Volunteer Trends
SECONDARY RESEARCH Baby Boomer Volunteer Trends Drivers Desire to be activists by making a difference in ambitious and inspirational ways Looking for relationship building and opportunities to use the skills they’ve developed over their careers Enjoy professional interaction with volunteer organization staff and leadership Habits Retention is low; 3 out of 10 Boomer volunteers choose not to volunteer in the following year In 2013, 28.1% of Boomers volunteered, a decrease from 29.9% in 2007 and 33.5% in 2003 65+ 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) Giving Largest 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 loyalists QUALITATIVE RESEARCH Millennials 25 – 35 yrs Baby Boomers 50+ yrs Streeterville 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 history location Learn about volunteer opportunities through career network, social media, and friends Learn about SOAR through word of mouth or residential networks (realtor, landlord, neighbors) learning High 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 topics Engagement driven by passion areas and niche causes, such as youth education, international health, or disaster relief drivers National volunteer drivers, motivations and habits Areas to explore in quant: Attitudes towards local vs. national volunteer engagements and causes Understanding of what “community” and “neighborhood” mean today Desire, interest and perceived responsibility in giving back or getting involved in a local community or neighborhood cause Attitudes towards volunteer membership fees or dues Currently too busy to volunteer Engagement driven by initial touch point – high interest in social events and political meetings habits “Community” isn’t about a physical space, it’s about a support network of friends, family, and coworkers “Community” is defined by neighborhood boundaries community Not 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

Secondary and qualitative research findings drove quantitative survey topics and question design CONTENT OPPORTUNITIES National volunteer drivers, motivations and habits Attitudes towards local vs. national volunteer engagements and causes Understanding of what “community” means today Desire, interest and perceived responsibility in giving back or getting involved in a local community or neighborhood cause Financial giving habits QUANTITATIVE SURVEY

14 Quantitative Research Results

15 Survey participants were screened to mirror Streeterville residents
Survey Filters Primary place of residence is in a major urban neighborhood Neighborhood has mostly multi-family housing units Minimum of 25% of respondents from the following age groups: 19 – 34 yrs, 35 – 50 yrs, 51+ yrs Loosened 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 respondents Respondent Demographics and Characteristics:

16 The majority of respondents volunteer with 1 or 2 organizations and devote 1-5 hours per week to them 51% reported that they aren’t volunteering simply because they haven’t found the right opportunity 59% volunteer 1-5 hrs/week 21% volunteer 6-10 hrs/week

17 Altruistic motivations were most popular when respondents were asked what might cause them to consider volunteering Meet new people Be part of a respected organization Improve my reputation Socialize with existing network N(people ranking 2+)=97 34%: 19-34 29%: 35-50 36%: 51+ Help the less fortunate Make an impact Contribute to a cause I am passionate about Make my surrounding environment a better place to live in So what: Messaging considerations We 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 reasons Altruistic 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 live Social Reasons – Meeting new people, Being part of a respected organization, reputation improvement, socialization with existing network Professional Reasons/Requirement – Leadership opportunity, Skill development, Professional Networking, Resume building To 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 size Professionals largely fell into the year old group The other two groups were more evenly distributed across age groups Take on leadership role Skill development Professional networking Resume builder N(people ranking 2+)=55 62%: 19-34 N(people ranking 2+)=289 41%: 19-34 25%: 35-50 34% : 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 neighborhood Local businesses Local arts entities Parks/green spaces Neighborhood organizations ‘Active Engagement’ – prefer to contribute to neighborhood improvement Involvement with schools Lobbying for neighborhood laws/rules Attending local political meetings Organizing neighborhood events ‘Apathetic’ – there is a third segment that isn’t interested in either Tried 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 Strongly 56% 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 situation Providing 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 Profile Donor Profile: 46% millennial, 21% baby boomer 52% renter, 44% owner 34% male, 66% female 27% high school, 36% college, 34% graduate degree 31% up to 35K income, 29% 35K-75K, 22% 75K-100K 71% currently volunteer 48% donate between $100 and $999 annually 47% define community geographically 55% have lived in their neighborhood < 6 years 44% 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 way These 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 boundaries Millennials n=128 Boomers 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 activities Political 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 networks Friends Online Family Social Media Neighbor Local Paper Newsletter Professional* Friends Family Social Media Online Neighbor Local Paper Newsletter Professional

27 Two categories stand out when comparing how respondents actually discover volunteer opportunities with their preference Communication Insights: Events designed to bring or illicit conversations between friends have the best chance at reaching your audience The gaps represent opportunities to increase marketing efforts to groups that discover opportunities through either family or friends Male 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. Friends Online Family Social Media Neighbor Local Paper Newsletter Professional

28 In general neighborhood & community organizations remain relevant, but are middle of the pack in terms of volunteer attractiveness More 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 interests The various statistical methods applied yielded either statistically insignificant or non-meaningful results Conclusion: using the data collected, we are unable to identify demographics as predictors of volunteering behavior

30 Concluding Insights & Recommendations

31 Concluding Insights & Recommendations
People prefer to contribute time vs. money Communication about volunteer opportunities should highlight direct impact to the community Active vs. Passive Engagement Volunteer acquisition is most reliable through friends and family and least through newsletters and professional networks Millennials prefer to maintain perception of flexibility in volunteer engagement Current positioning may not resonate with Millennials Survey doesn’t show millennial disinterest in community organizations; it all comes down to execution, marketing, messaging, tactics Invest 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, tactics Invest time in local research; national scale doesn’t draw significant conclusions (or can be found in census data/

32 Appendix

33 Initial Data Scrubbing and Preparation
3000+ initial respondents 318 respondents passed screener DATA PREPARATION Renamed question labels and variables for easier interpretation Added dummy coded variables where appropriate Removed respondents that didn’t meet screening criteria Removed incomplete responses Removed respondents who finished 3 standard deviations above and below the mean response time 312 valid respondents

34 Demographic Summary Statistics
Highest Level of Edu 1: High School 2: Undergraduate 3: Graduate 4: Prefer not to answer Relationship Status 1: Single 2: Married 3: Divorced 4: Domestic Partnership 5: Other Number of Kids 1: 0 2: 1 3: 2 4: 3 5: 4 or more Kids living at home 1: 0 2: 1 3: 2 4: 3 5: 4 or more

35 Demographic Summary Statistics
Gender 1: Male 2: Female 3: Other



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