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Effects of Ad/PR Campaigns on Campus Philanthropic Participation

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

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Effects of Ad/PR Campaigns on Campus Philanthropic Participation

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  1. Effects of Ad/PR Campaigns on Campus Philanthropic Participation Stephanie Hubble Ryan Lee Erin Owenby Kerry Steingraber

  2. Research Questions

  3. Our Thoughts & Opinions

  4. Methodology • Focus Group • 4 groups • 8-10 participants • Open ended questions

  5. Methodology • Survey • 16 questions via Google Form • 112 participants • Only structured questions • Students attitude/knowledge of ad/PR efforts

  6. Computing Data • Manipulated in Excel • Converted scales to number values • Computed standard deviations

  7. Visibility vs. Involvement • Familiar Groups • Dance Marathon • Habitat for Humanity • Relay for Life • Highest presence • Greek Dinners • Greek 5ks • Relay for Life

  8. Top Reasons For Joining • Mixed advertising and PR efforts effective • Influential involvement methods • Least favorable methods

  9. Mission vs. Event • Mission=driving factor • 90% know the mission • Advertising

  10. Mission vs. Event • Events • 77% let the event outweigh the actual cause • Ad and PR efforts

  11. Summary • Purpose of study • Atmosphere of competition • Literature review

  12. Summary • More visibility=more members • Dangers of excessive PR/Ad

  13. Limitations of our Study • Sampling bias • Did not look at specific clubs • Cannot generalize (UNC only)

  14. Recommendations for Clubs • Use a mixed-bag • Avoid over-saturation • Use a Personal Touch

  15. Future Research • Look at specific groups at UNC • Examine the effects of each PR/Ad methods individually • Where is the threshold for “too much”?

  16. Questions? Preguntas? Fragen? الأسئلة Questions?

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