Kohler India CLASS: Mid Point bla bla… January 15, 2015 SOAR Marketing Research Study March 11, 2015
Transcript
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Kohler India CLASS: Mid Point bla bla January 15, 2015 SOAR
Marketing Research Study March 11, 2015
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Your Kellogg Marketing Research Team William Tompkins Layci
Calloway Shelley Hughes Valentin Nikolov Matthew Weiss
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Table of Contents Executive Summary Introduction + Background
Research Objectives Research Design Analysis + Results Conclusions
+ Recommendations Appendix
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Executive Summary The Population of Streeterville has increased
from 20,000 to 29,000 in the last 10-15 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
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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
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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 dont currently align with the SOAR
organization
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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 QUANTITATIVE RESEARCH
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About Streeterville Streeterville is a commercial and
residential neighborhood in downtown Chicago, north of the Chicago
River Streetervilles 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 25 - 35 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 SECONDARY RESEARCH Streeterville
Neighborhood Plan, SOAR, 2014
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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 16- 19 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 SECONDARY RESEARCH
http://www.bls.gov/news.release/pdf/volun.pdf
http://www.volunteeringinamerica.gov/
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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 childrens charities, human
rights and international causes Communication Preferences 65%
receive email 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 dont 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 SECONDARY RESEARCH
http://casefoundation.org/wp-
content/uploads/2014/11/MillennialImpactReport- 2013.pdf
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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 theyve
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) SECONDARY RESEARCH
http://www.nationalservice.gov/pdf/07_0307_boomer_report.pdf /
http://www.nationalservice.gov/resources/senior-corps/understanding-
motivations-baby-boomer-volunteers
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Qualitative research suggested a divide between the
Streeterville 25 35 generation and the 50+ SOAR loyalists
Millennials 25 35 yrsBaby Boomers 50+ yrs Streeterville chosen as
temporary place of residency because of central location,
convenience, good restaurants and bars; sometimes feels too
touristy location Streeterville chosen as place to live and commit
to for many years; strong commitment to place and neighborhood
history Learn about volunteer opportunities through career network,
social media, and friends learning Learn about SOAR through word of
mouth or residential networks (realtor, landlord, neighbors)
Engagement driven by passion areas and niche causes, such as youth
education, international health, or disaster relief drivers 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 Currently too busy to volunteer
habits Engagement driven by initial touch point high interest in
social events and political meetings Community isnt about a
physical space, its about a support network of friends, family, and
coworkers community Community is defined by neighborhood boundaries
SOAR 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 SOARs focus and expertise is in
local development issues and political activism; a watchdog
organization, a political influencer and news source QUALITATIVE
RESEARCH
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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 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
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Quantitative Research Results
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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:
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The majority of respondents volunteer with 1 or 2 organizations
and devote 1-5 hours per week to them 51% reported that they arent
volunteering simply because they havent found the right opportunity
59% volunteer 1-5 hrs/week 21% volunteer 6-10 hrs/week 59%
volunteer 1-5 hrs/week 21% volunteer 6-10 hrs/week
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Altruistic motivations were most popular when respondents were
asked what might cause them to consider volunteering 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
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 N(people ranking 2+)=289 41%: 19-34 25%: 35-50 34% : 51+
N(people ranking 2+)=289 41%: 19-34 25%: 35-50 34% : 51+ Take on
leadership role Skill development Professional networking Resume
builder Take on leadership role Skill development Professional
networking Resume builder N(people ranking 2+)=55 62%: 19-34
N(people ranking 2+)=55 62%: 19-34 Meet new people Be part of a
respected organization Improve my reputation Socialize with
existing network 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+ N(people
ranking 2+)=97 34%: 19-34 29%: 35-50 36%: 51+
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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 isnt interested in either
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Majority of Respondents Donate to Neighborhood Organizations,
But Volunteering Time Resonates More Strongly 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
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Millennials and Renters Donate Less On Average Demographic
trends in Streeterville represent a challenging environment for
increase in donations
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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 10 years - 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
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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?
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Millennials and Baby Boomers respondents define community
differently Millennials n=128 Boomers n=184 Careful consideration
should be given to how SOAR talks about community; dont assume that
Streeterville residents define and embrace community in the same
way
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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.
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Political involvement tends to be an unpopular topic in the
context of community organizations 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
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Respondents prefer to discover volunteer opportunities the most
from friends and the least from professional networks Friends
Online Family Social Media Neighbor Local Paper Newsletter
Professional* Friends Family Social Media Online Neighbor Local
Paper Newsletter Professional
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Two categories stand out when comparing how respondents
actually discover volunteer opportunities with their preference
Friends Online Family Social Media Neighbor Local Paper Newsletter
Professional 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
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In general neighborhood & community organizations remain
relevant, but are middle of the pack in terms of volunteer
attractiveness
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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
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Concluding Insights & Recommendations
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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 doesnt show
millennial disinterest in community organizations; it all comes
down to execution, marketing, messaging, tactics Invest time in
local research; national scale doesnt draw significant conclusions
(or can be found in census data)
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Appendix
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Initial Data Scrubbing and Preparation 318 respondents passed
screener 312 valid respondents Removed respondents that didnt meet
screening criteria Removed incomplete responses Removed respondents
who finished 3 standard deviations above and below the mean
response time Removed respondents that didnt meet screening
criteria Removed incomplete responses Removed respondents who
finished 3 standard deviations above and below the mean response
time 3000+ initial respondents DATA PREPARATION Renamed question
labels and variables for easier interpretation Added dummy coded
variables where appropriate DATA PREPARATION Renamed question
labels and variables for easier interpretation Added dummy coded
variables where appropriate
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Demographic Summary Statistics Highest Level of Edu 1: High
School 2: Undergraduate 3: Graduate 4: Prefer not to answer 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 Relationship Status 1: Single 2:
Married 3: Divorced 4: Domestic Partnership 5: Other Kids living at
home 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 Number of Kids 1: 0 2: 1 3: 2 4: 3 5: 4 or
more Number of Kids 1: 0 2: 1 3: 2 4: 3 5: 4 or more
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Demographic Summary Statistics Gender 1: Male 2: Female 3:
Other Gender 1: Male 2: Female 3: Other