Community Volunteers In Medicine

Community Volunteers In Medicine External Communication AuditFinal Report The Dream Team Management 100 – 215 April 24, 2014

We conducted a communication audit for Community Volunteers in Medicine. Increase and retain donors Improve website & collateral Affordable Care Act’s effect on CVIM

Through increasing comprehensibility,convenience and visibility, CVIM can enhance its accessibility to the CVIM family and the wider community. Can people understand your message? Is relevant and important informationeasy to find? Is CVIM’s presence visible to potential new audiences?

Simplifying the presentation of your message can enhance readers’ comprehension of your message. Retention of information is low Presentation can be more engaging Percentage of respondents who said information about the ACA was either unclear or not engaging enough to read: 42% “I am too busy.” “Didn’t fully read the info on the subject.”

Arranging your content in shorter segments can improve its clarity. • Fewer key points and shorter sections are better remembered • Collaterals with a purpose-driven structure are more concise and focused

Arranging your content in shorter segments can improve its clarity. • Fewer key points and shorter sections are better remembered • Collaterals with a purpose-driven structure are more concise and focused “You lose everyone in one paragraph or three sentences about medical law in PA.” –CVIM Board Member

Stimulating presentation such as video and infographics is more easily understood than text. People prefer pictures and videos Visual content leaves an impression People retain more from videos Text “Picture or presentation about healthcare could help.”–CVIM Board Member 30 times more likely to read infographics “Video coverage is more effective.” –CVIM Volunteer 60% prefer to watch videos

Message on Affordable Care Act can be delivered more effectively by a video and infographics. Topic of health care can be difficult to digest Flow diagram or picture about health care can convey the message better Video translates complex text into a simpler message Visuals increase comprehension

Clearly guiding your audience’s attention by structure can increase convenience of obtaining information. Updates could be more effective Information could be more targeted 1 in 5 respondents also said that they do not read the annual report or newsletter 1 in 5 volunteer respondents said CVIM is “ineffective” in updating them on the organization’s work.

Structuring your communication by target audience can enhance specificity and engage interest. CVIM’s primary audiences Target specific communication Provide impetus to read them Inform members about what is specifically important for them to know and act on • Tailor communication to be more target-specific “Everything they convey has to be relevant to the target.” –CVIM Board Member

Creating targeted materials can keep your members more informed and engaged. • For volunteers: stories to inspire and encourage • For donors: more focus on impact statistics and donations “People are more likely to actively and thoughtfully process information if they perceive it to be personally relevant.” Petty and Cacioppo (1994) “To think or not to think: Exploring two routes to persuasion.”

An intuitive layout such as a noticeable button can draw more focused attention. Room to draw more donor attention Common Practice on VIM websites 54% of national VIM websites have a prominent ‘donate’ button • Current website requires scrolling down to find the ‘donate’ button • Low attention to donor page VIM Hilton Head Island Website Total Unique Visits over a 6-month period (Sep '13 to Feb '14) to CVIM Website Pages

Placing appealing content on the front page to retain more visitors. Capture audience attention immediately with video on the front page 56% of national VIM websites who used videos have video on the front page Ease finding of information with prominent buttons Content should captivate audience

Expanding communication channels can make information more available and reach more audience. Current audience is limited Expand channels Foster word-of-mouth via more social events Utilize social media to reach new and targeted audience “CVIM is invisible to the wider community unless you use services or are in volunteer circle.” –CVIM Board Member Direct Visit vs. Referral to the website (Sep. ‘13 – Feb. ‘14) “Our current donor basis is shrinking as the donors are aging.” –Denise Mahal, VP of Development 2550 71

Word-of-mouth is the main channel through which current audience learned about CVIM. • Current board member Michael Schnably was introduced through a friend, who was a former board member • Word-of-mouth increases trust in suggestion CVIM Collateral 2% Word-of-mouth 69% “I first heard of CVIM because my father was a physician there.” –Susan N. H. Petrocelli

Holding more diverse social events can encourage more person-to-person spread of words. Expand current network Internal support Support for more events: • Invite friends and acquaintances through events • Michael Schnably introduced to CVIM through the golf classic “More casual events in order to be able to meet more of the volunteers.” –Survey Respondent Top 5 suggestions: dinners, 5Ks, casual get-togethers, auction, cocktail party

Using social media outlets such as Facebook and LinkedIn can help recruit potential audience. Non-profits’ Use of Social Media Facebook Potential Reach • A strong social media presence is an established best practice of leading non-profits Facebook

LinkedIn provides a great way of reaching potential contributors to CVIM. LinkedIn demographics Reach professional demographic Enables CVIM to expand its reach amongst working professionals • LinkedIn demographics fits profile of potential donors • Competitor LinkedIn Example “CVIM has a lot of room to grow in LinkedIn.” –CVIM Volunteer

Thank you!

Community Volunteers In Medicine