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Purpose of Study

ObjectivesDetermine how well Food Lifelines branding strategy is workingto establish brand awareness among donor groups, particularlyamong individual donors.

Determine segments of individual donors based on attitudes,behavior, or other descriptive characteristics

Compare success of branding strategy across donor segments

Identify relationships between hunger awareness, empathy andengagement behavior among donor segments.

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Benefits

Brand awareness

Successfully segment investors

Compare segments

Identify relationshipsEmpathyHunger AwarenessGiving

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Type of Study

QuestionnairePast and Potential Donors

Quantitative metrics to support the findingsand give them direction

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Sampling Plan Donors

Target MarketDonor Database

Contains contact info needed for questionnaire

Sample Size: 3000-4000 people

Location: Western WashingtonGoal: 15-20% response rate

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Sampling Plan Donors(cont.)

Sample DesignStratified Sampling

VolunteersFood DonorsFinancial Donors

3 Sampling TechniquesEmail

Snail mailPhone interview

Data CollectionCreate a Marketing Research Internship positionHire volunteers as needed

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Budget & Timeline

Program ServicesHighest expense

Reallocate money to fundraising

$1.5 million fundraising budget for 2012

TimelineResearch Campaign: 3 months

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QUESTIONNAIRE TOCORPORATIONS IN WESTERN

WASHINGTON Distribute questionnaire in person

Call ahead of time to confirm a meeting

Drop off questionnaire

Call if questionnaire not returned within 2

weeksAcquire questionnaire by returning to thecorporation in person

Input data into SPSS

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ADVANTAGES

DISADVANTAGES

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Distribution of questionnaire to non-donors at churches/ community

organizations 5 Volunteers

Email sent to leader of religious organizationEmail template provided for leaders of organization andmembers of the organization

Try to get the leader of the organization to either: givelist of current members emails or get leader to emailsurvey link to members personally.

Incentive of an ipad or windows tablet drawing

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ADVANTAGES

DISADVANTAGES

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Distribution ofquestionnaire to individual

non-donors

Mail out questionnaire

Include a signed cover letter by the marketingmanager

Incentive

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ADVANTAGES

DISADVANTAGES

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Distribution of questionnaireto current donors:

corporations

Send out email

Data collection method should mimic that of the

corporate non-donors

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ADVANTAGES

DISADVANTAGES