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    The document summarizes research conducted for the non-profit organization #BlackandHooded, which provides scholarships for black students pursuing graduate degrees. Key findings from secondary research, interviews, focus groups, surveys, and content analysis include: a lack of awareness of the organization, inconsistent messaging across social media, and a need to improve how donation information is presented. Suggestions are made to strategically use social media, include more detailed posts, and maintain consistent messaging to help the organization grow.

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    The document summarizes research conducted for the non-profit organization #BlackandHooded, which provides scholarships for black students pursuing graduate degrees. Key findings from secondary research, interviews, focus groups, surveys, and content analysis include: a lack of awareness of the organization, inconsistent messaging across social media, and a need to improve how donation information is presented. Suggestions are made to strategically use social media, include more detailed posts, and maintain consistent messaging to help the organization grow.

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    25 views15 pages

    Final Presentation

    Uploaded by

    api-458095345
    The document summarizes research conducted for the non-profit organization #BlackandHooded, which provides scholarships for black students pursuing graduate degrees. Key findings from secondary research, interviews, focus groups, surveys, and content analysis include: a lack of awareness of the organization, inconsistent messaging across social media, and a need to improve how donation information is presented. Suggestions are made to strategically use social media, include more detailed posts, and maintain consistent messaging to help the organization grow.

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    of 15

    #BlackandHooded Research

    UNDRAFTABLE

    Andrew Cass, Nicole Colque Romero,

    Madeleine Dale, Nikki Economides,

    Sarah Ehlers
    Client Overview
    Client Overview
    ❏ Founded in 2016
    ❏ Co-Founders: Anthony Wright and Brian Allen
    ❏ Purpose:
    ❏ to show the world that black students can graduate from master’s and doctorate
    programs
    ❏ Seeking a non-profit status
    ❏ No geographical restrictions
    ❏ Award amount varies
    ❏ Two sources of revenue
    ❏ Donations
    ❏ Merchandise sales
    Secondary
    Research - SWOT
    Secondary Research- SWOT

    ● Lack of awareness
    ● Has yet to receive 501 ( c )( 3 )
    ● Low public relations activity
    ● Competence are well-established organizations
    ● Limiters - Financial aid organizations, loans, other
    scholarships
    Secondary Research

    ● Demographic
    ○ Black: 315,194
    ○ Percentage Black: 11.5
    ○ Percentage Black female:71.3
    ● Psychographics
    ○ Midwest
    Secondary Research- SWOT
    Method I: In-Depth Interviews

    Research Methods
    Method II: Focus Groups

    Method III: Surveys

    Method IV: Content Analysis


    Research Methods

    In-Depth Interviews Focus Groups


    ● 5 interviews conducted, 30 ● Attitudes about #BlackandHooded’s
    minutes each messaging
    ● Population of interest: Black ● Population of Interest: Potential
    graduate students Donors
    ● Demographics, Perceptions, ● Negative opinion about verbiage
    Knowledge, Attitudes ● Inconsistency in gender represented
    ● Funding increase ● More testimonials
    Research Methods

    Survey Content Analysis


    ● Confidential ● The research found that the
    ● Knowledge client uses more hashtags on
    Instagram than Twitter.
    ● Perceptions
    ● The highest post engagement
    ● Attitudes
    was with merchandise,
    ● Behaviors images and graphics.
    ● Demographics
    Findings
    Findings
    ● Knowledge results: lack of awareness.
    ○ By increasing awareness, #BlackandHooded is likely
    to grow in size and receive more donations.
    ● Perceptions: View the organization as safe and beneficial.
    ● Behavior results: need to improve how information
    about donations is presented.
    Findings
    ● Media Results
    ○ #BlackandHooded isn’t recognized and
    hashtag shows up sportatically at best.
    ○ Website has the widest range of viewers.
    ○ Facebook > Twitter, Instagram
    Discussion/Suggestions
    Discussion/Suggestions
    ● Conduction of aforementioned research has presented
    many opportunities for the client’s growth
    ● Strategic use of social media
    ○ Hashtag use
    ○ Use of merchandise, images and graphics
    ● Including more information in posts
    ● Consistency in messaging

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