Summary of Research and

Recommendations

 Identify people who are aware of ChildFund International

compared to their former name Christian Childrens Fund
Compare ChildFund International to local competitors in the
non-profit competitive market
Find which social media platforms and post types 18-30 year
olds engage with most and how ChildFund International can
best reach this audience through our findings
Research volunteer potential and identify personal
characteristics of target audience to find volunteer potential
for ChildFund International
Emphasize the importance of volunteer engagement by
investigating different methods of strategic volunteering and
determine which method is best suited for ChildFund

Audience
Young adults ages 18-30 living in the Richmond area

Topic Areas

Brand Awareness and Perception

Methodology
The survey was conducted online through
Qualtrics and distributed through email as
well as Facebook. A short 19 question
multiple choice and short answer survey
was provided. The survey took about five
minutes to complete.

ChildFund International vs.

Christian Childrens Fund.
Did you know that CCF changed its name to CFI?
8%
Yes
No
92%

ChildFund International vs.

Christian Childrens Fund.
71% liked the name change

29% said it had no effect on them

There were zero objections for the name change in the
targeted audience

ChildFund International and

Competitors
Familiar Organizations
Save the Children
ChildFund International

CARE
World Vision
Christian Children's Fund
Oxfam
None of the Abouve
0

10

20

30

40

50

60

ChildFund International and

Competitors (cont.)
Leading competitor is Save the Children
ChildFund International came in second

67% of people who were surveyed heard of ChildFund

International but not Christian Childrens Fund
23% of people who took the survey did not know any of
these organizations

Potential Market
How likely are you to consider donating or collaborating with
a non-profit organization in the future?
Very Likely

Likely
Undecided
Unlikely
Very Unlikely
0

10

15

20

25

30

35

40

45

Potential Market
Only 13% are unlikely and very unlikely to donate in
the future
11% is undecided and would be a good target to go
after.

76% are likely and very likely to donate in the

future. They should be the main target in the 18-30
year old age group for ChildFund International

Objecting Factors
If you have not donated, why not?
Too Expensive
Afraid of Scams
25%
Haven't Found the
Right Organization
75%

Not Enough
Knowledge
Don't Have the
Means
Other

Objecting Factors (cont.)

In our survey 100% stated that they didnt donate
because it was too expensive or they didnt have the
means to.
However, out of the people who have donated in the
past; 35% have donated within the past month and 77%
have donated within the last year

Donating Alternatives
What is your preferred method of participating with non-profit
organizations?
Volunteering Time
Atending Events
Making Donations
Recruting/Advertising
None of the Above
0

10

20

30

40

50

60

70

80

What does this market know

about ChildFund International?

84% knew NOTHING

Social Media

(Photo Source)

Social Media Facts

Non-Users
10%

Adults SM Users

SM Users
90%
(Source)

Social Media Facts

Facebook

LinkedIn

Twitter

71%
SM Platforms

22%

18%

(Source)

Methodology
Quantitative
Qualtrics Survey
Sent out randomly from April 1 to April
10 via Facebook, Twitter and Email
5 minutes

Key Findings
1) Facebook is the top social media platform for ages 18-30.
2) A majority of our target audience regularly engages with
non-profit organizations on social media.
3) The respondents claim they would engage with
ChildFund Internationals posts containing photos, shared
articles and statistics.
4) Overall, the majority of our audience responded
positively to ChildFund Intrnationals current Facebook
and Twitter pages, as well as ChildFund Internationals
website.

Key Findings
1) Facebook is the top SM platform for ages 18-30.
2) A majority of our target audience regularly engages with
non-profit organizations on SM.
3) The respondents claim they would engage with
ChildFunds posts containing photos, shared articles and
statistics.
4) Overall, the majority of our audience responded
positively to CFIs current Facebook and Twitter pages, as
well as CFIs website.

Facebook
Top two regularly used social media platforms:
Facebook: 100%
YouTube: 68%
If you could only use on SM account, which would it be?
6%

3%
Facebook
Instagram

13%
16%

YouTube
62%

Google +
Tumblr

Key Findings
1) Facebook is the top SM platform for ages 18-30.
2) A majority of our target audience regularly engages with
non-profit organizations on SM.
3) The respondents claim they would engage with
ChildFunds posts containing photos, shared articles and
statistics.
4) Overall, the majority of our audience responded
positively to CFIs current Facebook and Twitter pages, as
well as CFIs website.

Non-Profits and Social Media

SM Engagement
Non-profits
Persons
Retail
0%

20%

40%

60%

80%

Column1

However, 54% claim to rarely, very rarely or never engage in

conversation with organizations they follow on social media.

Non-Profits and Social Media

(cont.)
SM Post Engagement
90%
81%

48%

45%
30%

Photo

Shared
Article

Inspirational
Quote

Poll

Statistic

Key Findings
1) Facebook is the top SM platform for ages 18-30.
2) A majority of our target audience regularly engages with
non-profit organizations on SM.
3) The respondents claim they would engage with
ChildFunds posts containing photos, shared articles and
statistics.
4) Overall, the majority of our audience responded
positively to CFIs current Facebook and Twitter pages, as
well as CFIs website.

ChildFund and Social Media

Posts
Content Engagement

70%

62%

60%

59%

50%

42%

40%

30%
20%
10%
0%
Photos

Article

Statistic

Key Findings
1) Facebook is the top SM platform for ages 18-30.
2) A majority of our target audience regularly engages with
non-profit organizations on SM.
3) The respondents claim they would engage with
ChildFunds posts containing photos, shared articles and
statistics.
4) Overall, the majority of our audience responded
positively to CFIs current Facebook and Twitter pages,
as well as CFIs website.

ChildFund International
Website
When asked to describe the CFIs Website in three words, the
following were given:
Green, bright, heartwarming, inviting, engaging, donation,
children and happy
Cluttered, sad and busy

Perception Ratings
Extremely Positive

4%

57%

Positive

Neutral

Negative

32%

7%

ChildFund International
Twitter
Short and to the point.

When asked to describe the CFIs Twitter page in three

words, the following were given:
Well-intended, culture, informative, green, growth and passion
Vague and busy

Perception Ratings
Extremely Positive

21%

Positive

55%

Neutral

Negative

14%

7%

ChildFund International
Facebook
Its a good way to spread information and educate people.

When asked to describe the CFIs Facebook page in three

words, the following were given:
Purpose, interesting, intriguing, personal, informative, children,
diversity, equality, impactful and helpful

Perception Ratings
Extremely Positive

29%

Positive

52%

Neutral

19%

Volunteer Potential

Methodology
Online Survey done through www.qualtrics.com
Share the survey via email and through various social
media outlets such as Facebook and Twitter
The survey was be composed of yes and no answers, least
likely to most likely scales, multiple choice questions as well
as a few short answer questions.

Major Findings
Importance of Personal Connections
ChildFund Internationals mission values
are important to sample group.
(Education, Children, Health and Poverty
scored highest.)

Preferred Methods of Volunteering

0%

10%

20%

30%

40%

50%

Mentoring/Counseling

60%
57%

Fundraising

46%

Traditional

40%

Tutoring

39%

Physical Labor

34%

Music Performance

19%

Other:

16%

Voluntourism

16%

Reasons for Volunteering

0%

10%

20%

30%

40%

50%

60%

80%
79%

Believe in mission of the organization

55%

Personal connection to organization

52%

Family or friends volunteer

45%

Court/School required

27%

Intrinsic Values

Other

70%

6%

90%

Friends or Family who Volunteer

10%

Yes
No

90%

Causes in order of Importance

Education

4.52

Children

4.39

Health

4.33

Poverty

4.25

Elderly

3.8

Environmental

3.57

Research

3.31

Religion

3.04
0

0.5

1.5

2.5

3.5

4.5

Scale of 1 to 5 with 1 being least important and 5 being most important.

Where They Found Volunteer

Opportunities:
Friends

67%

Personal experience with the organization

57%

Family

41%

Online

33%

Social Media

28%

Other:

11%

Radio/TV

4%

Newspaper/Magazine

3%
0

10

20

30

40

50

60

70

80

Demographics
0%

10%

20%

30%

40%

50%

60%

18-21 years old

62%

22-25 years old

21%

51+ years old

6%

41-45 years old

3%

26-30 years old

3%

Less than 18 years old

1%

31-35 years old

0%

46-50 years old

0%

10

VCU

GMU

Richmond Resident

20

68%

30

40

50

60

70

Non-Richmond
Resident

80
76.4%

JMU
NOVA

32%

4%

36-40 years old

70%

9.1%

30%

5.5%

Male

3.6%

Reynolds

1.8%

Tilburg

1.8%

Marymount

1.8%

American

1.8%

Phoenix

1.8%

Female
70%

Why people choose to volunteer:

Volunteerism in
ChildFund International:
An Untapped Workforce of
Millennials

Background Research
Social Media Audit
Secondary Research on Millennials

Background Research (cont.)

Methodology
Two Focus groups
- First group (7 people)
- Second group (3 people)
Two individual interviews

Key Findings

What About Me?

People who volunteer
crave a more hands on
experience when
participating
I like seeing the change!

What About Me?

Requires a
two-way model
of volunteering
How can I use
my own personal
skills to help?

What About Me?

Whats my connection?
Desire to
establish an
interpersonal
relationship
with the
organization

Define the Difference

Most who participated
in the study had never
heard of ChildFund
International.

Define the Difference

Participants figured
Childfund
International dealt
with children but did
not know exactly what
kind of work Childfund
International does
compared to other
organizations

Time is Money
Demographics of this
generation are not
wealthy enough to
donate

Millennials can benefit

a company if the
organization is willing
to work with their
timetable

Time is Money
Young adults also
bring originality and
creativity to the table

Recommendations
Use Facebook as ChildFund Internationals primary
social media platform because there was no negative
perception. Some words used by respondents to
describe ChildFund International's Facebook page are
as follows: impactful, diverse, purposeful and
intriguing
ChildFund International should use photos and
shared articles to engage the target audience
We recommend that ChildFund International accept
different forms of donations other than just
monetary options. People in their new target group
are 79% more willing to donate time and 58% prefer
to attend events than give money

Recommendations
ChildFund International can do this by attending
local activities like mixers, lectures, and community
events to promote brand awareness and
participation
Getting involved with local colleges through their
career center, job fairs, and organizational
functions will attract the audience within the 18 30 year old market
Use social media to engage target audience and
begin building connections with potential
volunteers

Recommendations (cont.)
Engage student organizations to help volunteer or fund raise
for ChildFund International to help support the organization
but to also raise awareness about ChildFund International.
Utilize the personal skills of each individual volunteer like VCU
students majoring in marketing, public relations, and graphic
design
Create a program that allows volunteers or VCU social
organizations/clubs to create care packages for children in
other countries

Questions?