Pursuing Your Passions A communications Campaign to Strengthen The Membership of and Attract New Members to The Indigos Inc.

Campaign Overview

This campaign focused on the membership of a 501(c)(3) licensed non-profit organization, The Indigos Inc. This artistically driven group of individuals uses their creative passions for performing, visual arts and beyond to encourage and uplift youth as well as promote unity in the community of Savannah, Ga. Since the group’s inception, the president and founder of the Indigos, Phillip Davis has primarily been handling many aspects of Public Relations for the organization, such as social media marketing, event planning and much more on his own but his desire is for members of the Indigos to be more involved particularly with spreading the Indigos’ message and planning events for the organization. The purpose of this project was to create a campaign encouraging members be more involved with the impact the Indigos have on the city of Savannah. The secondary purpose of this project was to attract more members to the group.

Background Research

Paswan and Troy (2004) found that people with stronger philanthropy motivations will join nonprofits at higher levels than those with lower philanthropy motivation and appreciation for the arts.(p.3) That same research also identified with stronger preservation and social recognition motivations tend to join non profit organizations at higher levels. (Paswan and Troy, 2004) This research was done for members of an art museum non profit, however those results are most relevant in the case of the Indigos because the organization appreciates the value of art. Any future member of the organization should share these values to some extent and current members must be reminded constantly of its value. The research efforts of Edwards (2014) suggest that there are 4 main psychological factors that play a role in attendance motivation, they are relevant here because the Indigos are lacking member participation. These four attributes are resilience, self efficacy, optimism and hope.(Edwards, 2014) The research goes on to suggest that organizational dedication has an important part in absenteeism and this can relate to participation because the more dedicated members are,the more likely they are to participate in more possible ways in the organization.

From the initial client interview, it was made apparent that many members of the Indigos are millennials because they range in age from 21-37, and according to Eratas (2016) millennials want to get involved with causes they are about. (2016) The research results go on to say that millennials are also interested in sharing ideas and causes of non-profits with their friends.(Eratas 2016)

Method

Participants

During primary research two methods were used, seeing as though the campaign had a duel mission. The first part of research called for a non-random convenience sample consisting of 25 participants, mostly college students and adults within the target age range of 21-37. The research done The second part consisted of 3 current members of the Indigos for a focus group.

Procedure

A questionnaire was generated through Google forms and accessed by a hyperlink. The hyperlink was sent out via social media sites such as Facebook and Instagram and additionally via email. This questionnaire was separated into 3 sections: the consent form, body and demographics. In the body, the questions focused on the audience's view and knowledge of the Indigos, how the audience views the arts, their level of passion for the arts, and whether or not they would like to work with the youth. The questionnaire was directed at audience members at the age of 21 years or older, because that is the eligible age of members for the Indigos. The survey was available from February 14, 2017 at 1pm until February 17, 2017 at 11pm. The focus group session was conducted on February 19, from 4:15 pm- 6 pm, with the goal of identifying what problems persisted in member participation and the current satisfaction with the organization from the members present.

Findings

Part A: General Audience Questionnaire

If you see Figure 1 below, it shows 52% of participants had heard of the Indigos, 40% had not and 8% was not sure. These results also revealed how likely individuals would be to join the Indigos organization and how likely participants would be to follow the Indigos on social media. The results of the survey revealed that over half of the participants had at least heard of the Indigos, 52% to be exact. 40% had not heard of the Indigos and 8% was unsure. These results show that the client at the very least has a noticeable name among participants. However, 64% of participant had never attended an Indigos event. The research went on to reveal that most individuals enjoy the arts and find that they are important to teach the youth. 100% of participants expressed feeling that constructively working with the youth can keep them out of trouble.

Figure 1

As Figure 2 shows below, 100% of participants are willing to volunteer some time with the youth. 28% replied they would volunteer once weekly, 52% would volunteer three times monthly and 20% would volunteer once yearly.Almost 70% of participants would like to work with the youth in some capacity. 100% of participants are on social media and 96% claimed to have Facebook. 88% of participants expressed interest in following the Indigos on Facebook, 76% Instagram, 52% Twitter and 44% Snapchat. Research showed that 48% of participants used social media between 8pm-11pm, 36% between 3pm-7pm and 8% at both 11am-2pm and midnight-4am.

Figure 2

Part B: Focus Group

The results of the focus group revealed that member participation of the Indigos is low. The organization holds 1 monthly meeting, 2 monthly social events and either hosts or attends one monthly community service event. The participants in the focus group identified that identified that 7 of the 14 Savannah based Indigo members attended the monthly meeting for January. One participant gave an analogy, which others concurred with, that there are 3 unlabeled sub-groups within the organization and identified them as: members who actively participate in most Indigos events, members who pursue their own artistic works but do not attend Indigo events and lastly, members who do not seem to put forth effort in participating with the Indigos. Other major concerns were dissatisfaction with the number of community service events the Indigos host and dissatisfaction with the number of attendees to Indigo events. As figure 3 below shows, 25% of the participating members felt that they did not play a significant role in the Indigos organization. Though that is a small portion of the participants, this member did not have a an official title in the organization.

All of the participating members expressed interest in new members and claimed that they would be accepting of the new member. Members in the focus group responded to the following questions: when asked if they were satisfied with their membership all participants responded affirmatively. 25% of members felt they were not an essential part of the organization. 100% of members in this session claimed to attend as many Indigos events as possible, 100% said they were dissatisfied with the Indigos community service. 75% are satisfied with the other events hosted by the Indigos 25% was not. 100% of members claimed to believe the Indigos have an important role in the Savannah community. 100% want the Indigos to grow in membership and would be accepting to the new members. 100% also follow the Indigos on social media and want to post their material on the Indigos social media pages. 25% of participants were unable to get access of the Indigos social media pages. 75% of participants were unsure of whether they had posted on the Indigos social media pages and 75% had content to post on social media.

Plan

Campaign Goal

The goal of this project is to improve member enthusiasm and participation within the Indigos and attract new members to join the organization.

Target Audience

Individuals between the ages of 21- 37 who have a passion for visual or performing arts and/or a passion for volunteering with the youth.

Objective

To increase member participation in events hosted by the Indigos from an average of 7 to an average of 11 members per event by April 6th, 2017.

Key Messages

• The Indigos encourage their members to pursue their passions whether they are creative or community oriented.

• The Indigos help each other as well as in the community.

• The Indigos are open and welcoming to the views of its current and soon to be new members.

Key Themes

• An organization that helps the youth to express themselves creatively, instructed by passionate, art driven individuals

• An organization that values its members, and considers membership like a family

• Helping individuals receive exposure and connections through community activism

Channels and Strategies

The strategy for this project was to improve member participation and increase membership through the use of interactive and non-media channels,

Media Channels

Advertisement

Published on the Savannah State University Tiger's Roar Online Website, accessible to the 200+ daily visitors the website recieves

2. Video

This video, created with Microsoft Powerpoint, was embedded into the Prezi presentation for class presentations given at Savannah State University

Non Media Channels

1. Presentation

The multimedia presentation was used in the meeting with the Indigos

2. Post Cards

Post cards were implemented during the presentation to Indigos members

3. Poster

Poster created with Adobe InDesign but was not implemented during this campaign

4. Speech

The speech was used as a guide outline for the presentation

5. Class Presentation

This Prezi Presentation was used to speak to students at Savannah State University about volunteering with the Indigos.

Interactive Media Channels

1. Electronic Newsletters

Emailed to members of the Indigos Inc using Mail Chimp

2. Social Media Graphics

The "Hey Indigos" graphic was posted to the Indigos group chat. The "Pursue Your Passions" graphic was used on Facebook to encourage the Facebook community to volunteer with the Indigos.

3. Landing Page/ Website

These channels will serve different purposes. The purpose of the e-newsletters will go out to current Indigos members. These newsletters explained the Passion Points program and the Indigos store. This message was reinforced with social media posts, post cards, the presentation and the speech. Members were able to find items available in the Indigos store on the website.

Implementation

E-Newsletter

Mail Chimp was used to send out E-Newsletters to members of the Indigos Inc. Members signed up by March 28 received the email on March 29 and members who signed up on April 4 following the presentation received the email that day.

Informed Post Card

The post cards were handed to members of the Indigos during the presentation

Presentation

Prezi was used to create an entertaining and informative presentation for members of the Indigos. The photos above show a portion of the members who attended the meeting for the presentation

Social Media Graphics

In the Facebook messenger group chat, members were reminded of passion points and encouraged to start earning them with social media posts and attending the Indigos hosted open mic night, Creatively Crafted.
The social media graphic was used to encourage Savannah's Facebook users to volunteer with the Indigos for their April 22, 2017 Project Clean Community.

Landing Page/ Website

The Indigos were encouraged in the newsletter to visit the site which showed the rewards for passion points
Explaining to students the benefits of volunteering with the Indigos and emphasizing following them on social media.

Web Advertisement

The web ad was published by the Tiger's Roar online. By Clicking the Button below you will be able to see the web ad in motion as it is seen on the Tiger's Roar Online.

Evaluation

Campaign Goal

The overall goal of this campaign was to improve member relations and participation within The Indigos, Inc and attract new members that will be assets to this organization.

Objective

To increase member participation in events hosted by the Indigos from an average of 4-6 to an average of 10 per event by April 6, 2017.

Implementation Efforts

1. E-Newsletter- The newsletters were sent to members of the Indigos to inform them of the Passion Points rewards program

2. Presentation A- The presentation was given to the Indigos to encourage them as individual artists and as members of an organization that works together

3. Presentation B- This presentation was given to Savannah State students informing them of Indigos events and social media pages to follow.

5. Post Cards- Physical post cards were handed out during the presentation so members as a reminder of how to attain passion point, as in the actions to be taken.

6. Speech- the speech was used as an outline for the presentation as opposed to the actual speech itself

7. Landing Page- the landing page served as a home for quick information about the Indigos, there was an additional tab added to the website so the Indigos can find out what is available in the passion points store.

8. Social Media Graphics- The social media graphics served as encouragement to the Indigos to earn more passion points. The second social media graphics were created to encourage viewers to volunteer with the Indigos

9. Web Advertisement- The ad was placed on the Tiger’s Roar online website to send viewers to the Indigos social media sites.

10. Video- The video was shown during the presentation to show students what the Indigos do with the purpose of gaining student interest.

Methodology

The purpose of this evaluative research was to determine the success of the Pursue Your Passions campaign as well as the members view of the Passion Points incentive program. . The secondary portion of this evaluative research was to find out what interest there was for other individuals to join and volunteer with the Indigos after campaigning.

Data Collection Technique

During evaluation, a questionnaire was generated through Google forms and accessed by a hyperlink. For the time constraints, a focus group was unable to be held but instead the focus group questions were asked in the survey. The hyperlink was sent out to the Indigos members through the Facebook Messenger group chat. The questionnaire was separated into 3 sections: Consent, questions evaluating the campaign & passion points, and the questions from the February 19 focus group. . A second questionnaire was also generated through Google Forms and accessed by a hyperlink. This questionnaire was given to students and a professor immediately following class presentations. The questionnaire was separated into 4 parts: consent form, original questions used during primary research, new questions concerning the presentation and the demographics.

Sample Size

The sample size consisted of 6 members of the Indigos Inc. to evaluate the internal campaign and 25 participants who may be interested in becoming a member of the Indigos

Sample Selection

The selection was a non-random convenience sample and sent out to members of the Indigos in the Facebook Messenger group chat. The disclaimer for the questionnaire was directed to members who had knowledge of the Passion Points and had been present in the April 4 meeting. The survey was made available to members from Sunday April 9, 2017 at 8pm until Monday April 10, 2017 at 10am. The second sample was also a non-random convenience sample and was presented primarily to students at Savannah State University and was made available April 10 from 1pm-5pm.

Ethical Considerations

The questionnaire was introduced as voluntary. The identity of the participants was anonymous. Participants were asked to consent before they continued into the actual questionnaire.

Data Analysis

The data was collected using the Google Forms Excel spread sheet, which helped analyze the data.

Findings

Before and After Comparison

Table created to show change based on before and after the campaign

Social Media Buzz

Social media posts from members of the Indigos Inc. There was a significant increase in posts from members during the meeting on April 4 and the days that followed the meeting. The members showed great excitement when presented with the opportunity to earn Passion Points

Limitations

The major limitations of this campaign were timing and planning. If more time on the researcher’s part was dedicated to planning the both portions of the campaign it would have shown itself to be more successful. The researcher must also dedicate more attention to flexibility and change. In communications, one must always be prepared for difficult situations, but the only way to overcome these situations is through the ability to be flexible and make adjustments along the way.

Formative Research

In hindsight, this taught the importance of being authoritative and seeking help. In order to make relevant change, one must be willing to lead in various situations. When discussing the needs of the organization with the client, the researcher decided too late to choose a major focus to have a successful campaign. This campaign would have greatly benefited from more insight from experienced communications professionals. For the failure to have in depth meeting with the project advisor, the researcher handled most matters internally instead of seeking advice. In the future the researcher will know what obstacles can be avoided.

Conclusion

Overall, the campaign proved to have mild success in reference to Objective 2, increasing the number of posting from members. After the presentation introducing passion points, 4 members posted on the Indigos Facebook page that evening, and in the days following 4 more members posted on the Indigos Facebook page. The increase in frequency of posting led to the Indigos gaining over 20 followers within a two-week time span. The success of Objective 2 led to progress in reaching objective 4 which was to increase the Indigos social media following. Though the goal was 12% and was not reached, the number of followers gained in a week shows that the Indigos have great potential to reach a 20% increase in followers in a short amount of time. Based on the implementation of the class presentation, accompanied by a video, 3 students in one class sought further information about the Indigos and provided contact information to receive updates for the Indigos volunteer opportunities. The class presentation and video also lead to change in participants’ willingness to dedicate time to volunteering. 3% more students responded that they would volunteer with youth 3 times monthly and 3% less said they would volunteer once yearly. The amount of students willing to volunteer once weekly remained to be 8%.

Created By
Crystal Bridges
Appreciate

Report Abuse

If you feel that this video content violates the Adobe Terms of Use, you may report this content by filling out this quick form.

To report a Copyright Violation, please follow Section 17 in the Terms of Use.