PROPOSAL
Company: War Child Holland
Hand in date December 31th
Word count: 7355 words
NHL Stenden – Hospitality Management
Leeuwarden
The Netherlands
Submitted in Partial Fulfilment of the Requirements of the degree Program
Bachelor of Business Administration (Hospitality Management)Abstract
Chapter 1 Introduction
Chapter 1.1 of the research describes and explains the context, problem description and the purpose and relevance of the chosen topic. After the introduction of the topic, the literature review is analyzed. Relevant sources and outcomes of the analysis are used, compared and put together in the conclusion of the literature review. The last part of the introduction includes the conceptual model and the project definition.
Chapter 1.1 Topic Description & Context
This study is about the strategic elements that need to be implemented to gain long term support from supporters of third party actions.
It is very important for charitable organizations to have long term support and structural donors. Charities are dependent on long term support. Long-term support means a relationship between War Child and the Friend for at least one year. A structural donor is called Friend at War Child. In the first year, there is a lot of pressure and insecurity between the two parties. There is a first year approach for Friends to get them in touch with War Child to become a long-term Friend. After one year it is determined that the relationship is no longer controlled by the recruitment channel but by the connection between War Child and the Friend.
War Child has different sources of income. The group ‘’supporters of third party actions’’ refers to the department Actions at War Child. This department gets their income due to fundraising activities done by the population. These fundraising activities are especially done in the Netherlands.
A good example of a fundraising action is the Kili Challenge. The Kili challenge was established in 2015. The climb takes place in Tanzania, at the Kilimanjaro, the highest mountain of Africa with a height of 5895 meters. Fundraisers are raising as much as possible their way to the top to help children in war situations. During this process, action supporters are highly necessary. The minimum amount of fundraising money that needs to be reached before climbing the Kilimanjaro is 2400 euros. To achieve this goal, fundraisers are inventing a lot of different activities whereby action supporters can donate. Without action supporters, there will be no Kili challenge (Holland, 2018)
This report will investigate the different groups that support actions done by the fundraisers of War Child. The research is based on field research because it concerns a group which has never been studied by War Child. The supporters of third party actions generate a total income of €12.979.925,97 with 9233 fundraise actions.This research is necessary for the future because this group is a missed opportunity. Working with this group will increase the revenue of War Child. The researcher wants to analyze the potential of the different groups using demographic, socioeconomic and psychographic variables. (Lee & Chang, 2007)
Demographic- and socioeconomic variables are variables such as age, gender, income, life-cycle stage, religion, ethnicity and generation. These variables are helpful to indicate the profile of people who are donating at fundraising actions. Psychographic variables are variables such as social class, lifestyle and personality. (Kotler, 2014)
1.1.1 Problem description
The problem which this study identifies is the missed opportunity of not reaching the group ‘’Supporters of third party actions’’ and the lack of interaction with this group.
When a fundraiser sets up an action, the fundraiser will get a lot of response, love and support. The way War Child interacts with the fundraiser, will give the fundraiser motivation to collect a higher amount of money whereby fundraisers will get loyal to the organization.
At this moment, War Child is not doing anything to reach, ask about experiences or give support to the action supporter. The organization is missing interaction and conversion with the ‘’Supporters of third party actions’’. There are a lot of ways to get interaction with this group to increase the revenue.
The problem can be described as the missed chance of not reaching the supporters of third party actions. The problem occurs at the end of the action process. The last step is when the action supporter is giving a donation to the action fundraiser. After this, there is no further approach for an action supporter.
The consequences of this problem are that there is less income and less customer satisfaction. Using a suitable approach will help to make the action supporter triggered to help War Child. An example of a simple first step for a suitable approach is sending an e-mail. The e-mail will take the attention of the supporter. The researcher wants to use the e-mail to arouse interest to get desire to help children in war situations. And the last step of the AIDA model is to get them extremely motivated to move them into action by becoming a long term donor or an action fundraiser. (Rawal, 2013)
The group has high potential because they can be reached easily and it may result into long term donor-ship. The researcher will ask about their experience and customer journey while supporting actions.
1.1.2 Purpose and relevance of the study
This study is based on the question: how to gain long-term support from action supporters who donate at third party actions and what strategic elements need to be implemented.
The most important reasons why this research will be done is the income and customer satisfaction. As mentioned earlier, the problem is the missed chance of not reaching the supporters of third party actions. Not reaching the supporters of third party actions, will result in a lower income and the supporters will not be thrilled to do anything for War Child again. It is very important that everyone is getting a right feeling about the organization. Charitable organizations can’t afford bad reviews. It is important to have high customer satisfaction to encourage action supporters to move into action. The internal goal of this research is to get to know the group ‘’Supporters of third party actions’’. The researcher wants to get to know the thoughts and experiences about giving a donation to War Child and wants to get to know the purpose why they are supporting War Child. This will be done to see which groups have the most potential to be profitable.
Using the groups with the most potential, the external goal can be accomplished, which is getting long-term support from supporters of third party actions. The researcher wants to help the organization with the conversion and customer journey to gain long-term support and loyalty from the action supporters.
Chapter 1.2 Literature review
To figure out how War Child can improve their approach with action supporters, several topics are considered. With a suitable approach for action supporters, the income and customer satisfaction will increase. At first, it is very important to know more about the work War Child is doing and reasons why people donate to charity. This brings us to the first subject, charitable organizations and charitable giving.
Other topics that will be considered in the literature review to help War Child improve their approach will be: conversion, loyalty, customer relationship management, customer journey, lifetime value and marketing strategies.
1.2.1 Charitable organizations and charitable giving
Charitable organizations and charitable giving are important subjects to understand the full topic of this research. This part of the literature review will give some general information about these two topics and the work of War Child.
A charitable organization is categorized as an NPO (non-profit organization). NPO’s can be private as well as public. Public organizations are called charities or organizations.
War Child is a public organization, which means that they generate their funds from the government, individuals and organizations. War Child can be stated as an international non-governmental organisation which is independent and impartial.The objectives to be a charitable organization can be based on religious interest activities, educational interest activities or even based on public interest activities. The country and region where the charity has been established and where they operate decides which laws and regulations will be applied. (Foundation, 2018)
Charitable organizations are established to help people who are in need with providing them shelter, foods and other necessities of life. There are a lot of people around the world in danger, for example due to war. War Child protects, educates and stands up for the rights of children in war situations. If children are not provided with education, there will be an increase of illiteracy as well as poverty. (UK, 2018 )
War Child understands the needs of children and respects their rights. The needs and rights of children are considered as first priority at everything they do. War Child’s focus group are children but another important group are young people. War Child helps them to change systems and practices that affect them. The four main areas War Child works in are: protection, education, livelihoods and advocacy. (UK, 2018 )
To work in these four areas, War Child needs income. One of the most important sources of income War Child has, are charitable donations. Charitable donations in the charity sector can be stated as a gift that is made by an organization or individual to a charity organization. The gift is mostly in form of cash or direct debit but it also can be in real estate for example. (Belanstingdienst, 2005)
The City University of London Institutional Repository has done research about charitable giving. The university has done research about the different ways to donate to charity organizations and the motivations and barriers for charitable giving. The supporters were asked about the reason why they give donations to charity. Research has shown that 52% of the donors donate because they think the work of the organization is important, 41% thinks it is the right thing to do and the rest of the group had more self-interested reasons like something happened to them or someone close or that it could benefit them in the future. Some of the donors were donating because of information the charitable organization gave. A small amount of the group felt pressured because they would not refuse while they were asked. (Low, 2007)
Thereby, research has shown that age was a major component as well. Donors in the age category 16-24 were least likely to give a donation because it appealed in the media or because charitable organizations gave information. Donors in the age category 25-34 were most likely to donate at charities because they felt good about it.
Donors that donate because they thought the work was important increases significantly with age. Gender was not an important factor in this research. To that, an important factor was income. A reason to give more was the increase of income stated by 41% of the donors. A lower income will give lower donations. (Low, 2007) (Shenkman, 2018, p.67) states that wealthier donors are more likely to react on donation request. Thereby, wealthier donors are more likely to react because it feels like a personal achievement. (Shenkman, 2017 )
Another article states that positive word-of-mouth increases the intentions of giving money. A significant fact is that donors who rely on word-of-mouth are likely to give less money in the future. It is unclear why this phenomenon. (Li, 2017)
1.2.2 Conversion
Conversion can be described as the completing of any kind of support to War Child, online at the website. The primary goal on the website is supporting War Child. This is an example of a macro-conversion. Macro-conversions are the bigger conversions such as supporting War Child at the website or agreeing to a service. The smaller conversions before completing a macro-conversion are called micro-conversions. Micro-conversions are for example: subscribing for emails and creating an account. (Center, 2018)
To increase the conversion rate, the conversion rate optimization is invented. This means increasing the completeness of any kind of support on the website. The process involves at first the understanding of the actions a person takes at the website and what is stopping them from giving support to War Child.
If there is a full understanding and it is clear what stops persons from supporting, there will be enormous benefits. Examples of benefits are: supporters will build trust, better customer retention, more transactions which means more revenue, understanding needs and wants of the customer and a better brand perception. So, plenty of reasons to invest more time and money in conversion rate optimization. (Patel, 2018)
1.2.3 Loyalty
Friends grow into loyal Friends of War Child by stages. It can be accomplished over time with great attention to every stage. It is very important to recognize every stage from a potential Friend to become a loyal Friend. It is very important to meet the needs of Friends. By doing this, the organization is more likely to convert a supporter to be a loyal Friend.
Griffin (2010, p. 8) mentions seven stages. Stage one: Suspect, this is the stage where the organization suspects that the potential Friend is going to donate. Stage two: Prospect, this stage identifies the feeling and the ability of a potential Friend to give a donation. They know what War Child is about and how they work but they still did not donate. Stage three: Disqualified prospect, in this stage, the organization gets to recognize prospects who do not have the feeling and ability to give to charity.
Stage four: First-time customer, this stage is the stage where a potential Friend is donating but the Friend is also supporting other organizations. Stage five: Repeat customer, this stage identifies the repeating customer. It means that a potential Friend is donating twice or more occasions. Stage six: Client, this is the stage where the potential Friend becomes a Friend. This is of course the ultimate goal for War Child. Stage seven: Lost customer or client, this is the stage War Child does not want to reach. In this stage, the Friend is not a structural donor anymore. (Griffin, 2010)
Next to these stages, there are four types of loyalty. The first type is no loyalty: this can be seen as the typical action supporter that is giving money to fundraiser friends/family. There is no connection between the action supporter and War Child, non-loyal customers add a small amount to the financial account of the organization. The second type is inertia loyalty: this type can be a potential Friend, the person is giving a donation because they always have done it. This person is not loyal to one charity because there is no deeper connection and is easy with switching from charity to charity. This person is reachable to get a deeper connection with to become a potential Friend. It is needed to give the potential Friend attention and please the person. The third type is latent loyalty: this type is based on situational influences such as time, social life, physical factors, reasons why to support charity and the mood of the person. Latent loyalty means that there are repeated purchases. The last type is premium loyalty: this is the greatest type an organization can get.
This type indicates the loyal Friend who is proud to discover more and tell about War Child to everyone. (Griffin, 2010)
Using the stages and types of loyalty, War Child will get a better understanding about their potential Friends. Increased loyalty can give benefits to more respects of the company. Increased loyalty will be cost saving because there will be reduced marketing costs, more positive word-of-mouth, satisfied loyal customers whereby the failure costs decrease. (Griffin, 2010)
1.2.4 Customer relationship management
Kotler (2014, p. 9) stated in the book ‘’Principles of marketing’’ that customer relationship management (CRM) can be mentioned as delivering superior customer value and satisfaction by building and maintaining profitable customer relationships. (Kotler, 2014)
Using a suitable approach for the action supporters will lead to charitable giving. To build and maintain profitable customer relationships, customer relationship management need to be implemented. It is very important to deliver customer value and make the action supporters satisfied. By doing this, the action supporters can become Friends and the lifetime value will increase while the income of War Child will rise.
1.2.5 Customer lifetime value
Good CRM helps to create customer satisfaction. Customer satisfaction brings loyal customers and positive word of mouth. Studies show that less satisfied customers, will bring an enormous drop in loyalty of the entire company. This is the reason why companies need to focus more on customer delight and not only on customer satisfaction. Customer delight will bring customer life time value. Kotler and Armstrong (2014) explain the customer lifetime value as all the purchases a customer makes over an entire lifetime of patronage.
(Estrella-Ramón, Sánchez-Pérez, Swinnen, VanHoof, 2013) are writing about the benefits of Customer lifetime value. To start, CLV gives an indication about the future health of a company and the customer profitability (CP) of individual customers. Customer profitability can be defined as the profit a company gets from a customer after the expenses to support that customer. So it is the revenue a company gets over a period of time minus the support costs of the customer (Estrella-Ramón, Sánchez-Pérez, Swinnen, VanHoof, 2013). It can be difficult to get an indication of these topics by using traditional methods. Thereby, CLV is trustworthy because it has a structured approach to get indications and future forecasts about the cash flow.
CLV can be seen as the most popular customer value measure nowadays. Most of the traditional measurements are not specific enough, examples are market share and brand awareness. CLV is focussing on the return on investment on the long term and the future health of the company.
1.2.6 Customer journey
To create a customer journey, it is important to understand and identify the current customer journey. It is crucial to know where to begin with the transformation. As mentioned earlier, War Child creates a missed opportunity by not having any suitable approach for the group ‘’Supporters of third party actions’’. A lot of organizations exceed in individual interactions with customers. However, many companies have less or no attention at all for the complete customer experience. (Rawson et al., 2013)
Customer experience can be defined as the impact a company has on a customer, resulting in how a customer thinks about the company by passing the steps of the customer journey. The most important points of the customer experience are people and product. First, it is about the opinion the customer has about the product. The second point that is important is the service (people). If these points are in good balance, the customer experience will be great. (Bordeaux, 2018)
As War Child has no suitable approach for action supporters, there is no customer experience and no customer journey.
Research has shown that companies which adept a customer journey, will have enormous results which include: increased revenues, lower costs, increase of the customer- and employee satisfaction and a better collaboration between the organization. War Child needs to identify what kind of customer journey is needed for the action supporters, understand the current handling with action supporters and support and redesign a new suitable customer journey. (Rawson et al., 2013)
It is most of the time beneficial to identify the customer journey that fits the most. The customer journey can help to find a competitive differentiator. It is important for charitable organizations to differentiate. It can be a unique selling point that War Child is having an approach for action supporters.
If other charitable organizations have no approach for action supporters, people will be pleased and surprised if they get response and support from War Child. This can be an effective way to get more recognition and satisfied action supporters. It can be difficult to implement a whole new customer journey, but the benefits will be huge. After implementing, the company can focus on improvement to get true competitive advantage and true Friends. (Rawson et al., 2013)
1.2.7 Marketing strategies
To establish a new approach for the action supporter, there needs to be a custom strategy. It is very important for War Child that the organization will be different than other charities.
An example of a good marketing strategy would be the ‘’marketing concept’’. This means that the goals of the organization will be accomplished due to knowing the needs and wants of the potential Friends. Thus, the desired satisfactions of potential Friends will be higher than competitors. Within this strategy, customer focus and value are central. The concept is a customer-centered make and sell philosophy. Make and sell means that the company will search for the right product for the customer. Most of the strategies are the other way around, searching for the right customer for the product instead of the right product for the customers. The marketing concept is a good way to differentiate. If War Child should use this concept, they will focus more on customer needs and understanding customers. Customer needs are important to get strong relationships to create loyal and valuable Friends (Kotler, 2014).
A good strategy of modern marketing is customer relationship management. As mentioned earlier, CRM contains delivering superior customer value and satisfaction by building and maintaining profitable customer relationships. Using this strategy, maximizes the customer loyalty and –satisfaction. It is about the acquiring, retention and growing of customers. The most important touchpoint of this strategy is to create superior customer value. If the customer is satisfied, the customer will be more likely to be a loyal customer which means a profitable lifetime value. (Kotler, 2014)
Conclusion Literature review
To conclude, War Child is dependent on charitable donations. If there are no charitable donations, War Child cannot live on. People have different motives to give donations to charitable organizations. Research has shown that the biggest group donates because they think the work of the organization is important.
To increase charitable donations, a custom strategy can be implemented to help the company grow. The strategy, marketing concept has a great focus on customers and value. The concept is a customer-centered make and sell philosophy. Make and sell means that the company will search for the right product for the customer. CRM contains delivering superior customer value and satisfaction by building and maintaining profitable customer relationships. Good CRM helps to create customer satisfaction. Customer satisfaction brings loyal customers and positive word of mouth. Studies show that less satisfied customers, will bring an enormous drop in loyalty of the entire company. This is the reason why companies need to focus more on customer delight and not only on customer satisfaction. Customer delight will bring customer life time value. Kotler and Armstrong (2014) explain the customer lifetime value as all the purchases a customer makes over an entire lifetime of patronage. After choosing the strategy, a suitable approach can be invented. (Kotler, 2014)
To engulf customers, conversion is needed. It is crucial to have full understanding of customers. To understand customers, conversion rate optimization is invented. The process is about the understanding of the actions a person takes at the website and what is stopping them from giving support to War Child. (Patel, 2018)
The customer journey starts from moment one a customer gets into the company. The customer journey can help to find a competitive differentiator. It is important for charitable organizations to differentiate. After implementing, the company can focus on improvement to get true competitive advantage and true Friends. (Rawson et al., 2013)
The step after the customer journey is retention. This can be done using the stages and types of loyalty. Increased loyalty will be cost saving because there will be reduced marketing costs, more positive word-of-mouth, satisfied loyal customers whereby the failure costs decrease. (Griffin, 2010)
Approaching all the elements above, will lead to charitable giving. To build and maintain profitable customer relationships, customer relationship management need to be implemented. It is very important to deliver customer value and let the action supporters feel satisfied. By doing this, the action supporters can become Friends and the lifetime value will increase while the income of War Child will rise.
Chapter 1.3 Conceptual Model
The image below shows the customer journey for (potential) Friends. This journey shows the steps War Child is applying to get customer satisfaction or even customer delight.
The first stage of the customer journey is awareness to reach some new potential Friends. War Child raises awareness by using the website, the TV show, TV spots, sending cold emails, social media, radio and word of mouth.
The second stage is consideration. Potential Friends need to know more about War Child and about their goals and achievements. Consideration can be done by calls, door to door recruitment, sending presents, cold emailing, donation requests, ecommerce and product sales. Calls are done by the Retention company 4DMC. 4DMC is a specialist in recruitment and retention of donors. War Child uses cold calls as well as cold emailing. Cold calls are calls done by 4DMC and a potential Friend who has never been in contact with the organization. Cold emailing means the same but using an email. Cold emailing turns out to be a good way to generate new leads. One of the pitfalls of this email can be that it can be seen as Spam. Ecommerce can be seen the same as product sales. Ecommerce is online product sales. An example of product sales of War Child can be the bracelet sales at fundraising concerts of Marco Borsato.
Third stage is preference. Potential Friends will gather information by doing research on the website and/or making a call to War Child. After the collection of information, there will be a comparison between the charitable organizations and a preference why to support the charitable organization. The fourth stage is purchase. This means that the potential Friend is becoming a Friend. There are several ways to become a Friend. The ways are via the website, via telephone, fundraise action, donation request, substantial gift or door to door recruitment. Another way to support War Child is to put it in the testament or volunteer as a Spokesman, Event & Support volunteer or TeamUp volunteer.
After becoming a new Friend, War Child will provide loads of information. War Child sent invitations for War Child events, newsletters, emails, donation requests. Another way to see what War Child achieves is social media. War Child implements a research about how Friends think War Child is doing and to suggest improvements. If a Friend calls to terminate, War Child always tries to retain these Friends. Therefore, two volunteers are working at War Child to retain customers. This is a normal cycles of a customer journey for Friends.
Some Friends are very impulsive and react at the first- or second stage.
Figure 1: Customer Journey of Friends.
To create a customer journey, it is important to understand and identify the current customer journey. It is crucial to know where to begin with the transformation. As mentioned earlier, War Child creates a missed opportunity by not having any suitable approach for the group ‘’Supporters of third party actions’’. A lot of organizations exceed in individual interactions with customers. However, many companies have less or no attention at all for the complete customer experience. (Rawson et al., 2013)
The image below shows the Customer Journey of fundraise action supporters. This image contains four stages. The first stage of the customer journey is consideration, consideration is needed to reach some new potential Friends. War Child raises awareness by using the website, the TV show, TV spots, sending cold emails, social media, radio and word of mouth.
The next stage is the donation reason, the reason to support a fundraise action can be: an individual/family is doing a fundraise action to support War Child, importance of the work of War Child, satisfaction, duty to support, right thing to do or faith and religion. The third stage is already the purchase stage. The purchase stage entails the donation from the action supporter to the action fundraiser. This can be done via call, email, action page, donation request and via the fundraise action. After this support, the supporter gets a thanks for the support e-mail and a newsletter via the e-mail which is the last stage of the customer journey. After the email, there is a dead end.
Figure 2: Customer Journey action supporters.
Furthermore, War Child is not doing anything to reach, ask about experiences or give support to the action supporter. The organization is missing interaction and conversion with the ‘’Supporters of third party actions’’. There are a lot of ways to get interaction with this group to increase the revenue. The researcher wants to reach the action supporters by using the normal customer journey for Friends.
Hereby, the researcher uses the conceptual model:
Figure 3: Conceptual model
The first header of the conceptual model is the last step of the customer journey of action supporters. This is the appreciation email that action supporters get after they supported a fundraise action. The customer journey can help to find a competitive differentiator. It is important for charitable organizations to differentiate themselves.
The problem which this study identifies is the missed opportunity of not reaching of the group ‘’Supporters of third party actions’’, which is the second header. At the moment, War Child is not doing anything to reach, ask about experiences or give support to the action supporter.
The problem occurs at the last step of the action process whereby the action supporter is supporting the action fundraiser. After the email, there is no interaction between War Child and the supporter.
To address the problem, there needs to be a strategy. The company needs more focus towards customers and customer satisfaction. Implementing a new strategy that is focussing on customers, value and satisfaction will help the company grow. The strategy needs to focus on the customer, not on the product. So, that means that the organization needs to search for a suitable approach how to handle and how to maintain action supporters. The company needs a CRM strategy or a concept marketing strategy which is defined earlier in chapter one.
After much deliberation, a suitable approach will be found. Using the approach will help to get in touch with the supporters and this will be the fourth header at the conceptual model. After that conversion is needed to attract potential Friends at the website. Conversion can be described as the completing of any kind of support to War Child, online at the website. Understanding the activities customers do online will give a bigger picture how to improve the engagement between War Child and the supporters. (Patel, 2018)
After implementing the element of the conceptual model, the company can focus on improvement and this will lead to charitable giving.
War Child is dependent on charitable donations. If there are no charitable donations, War Child cannot live on. So, it is very important for War Child to retain their Friends. The next and crucial deed is retention. This can be done using the stages and types of loyalty. Charitable giving can be measured by loyalty, lifetime value and positive word of mouth. Increased loyalty can give benefits to more respects of the company. (Griffin, 2010)
Approaching all the elements above, will lead to charitable giving. To build and maintain profitable customer relationships, customer relationship management need to be implemented. It is very important to deliver customer value and let the action supporters feel satisfied. By doing this, the action supporters can become Friends and the lifetime value will increase while the income of War Child will rise.
Chapter 1.4 Project Definition
The following problem statement is defined by the author: What elements/strategy needs to be implemented to gain long-term support from one-off donors of third party actions?
In order to investigate the problem statement, the following research questions are formulated:
1. Which groups of the one-off donors of third party are likely to have potential and what is the difference between them?
With this research question, the researcher wants to research the different groups that support third party actions. Hereby, the researcher wants to see which group has the most potential to be profitable. With this research question, the researcher wants to investigate the differences in one-off donors of third party actions. To understand the key element to be a profitable group.
2. How to design and implement a new profitable customer journey?
With this research question, the researcher analyzes the elements to provide a good customer journey and how to implement it.
3. What kind of strategy needs to be implemented in the company to gain long term support from one-off donors of third party actions?
With this research question, the researcher is measuring the customer satisfaction to implement different kind of strategies to gain the most profit out of every project. With this research question, the researcher wants to conclude the research and give advice in what kind of strategy is needed to get long term support.
Chapter 2 Method
Chapter two is about the method which was used for this research. The method contains the research design, the instruments used to collect data, the population and sampling method, the data collection method, the data analysis and the ethical considerations are described.
Section 2.1 Research design
The research design that was used to answer the problem statement is a descriptive research design. Descriptive research answers questions such as what, where, when, who and how. It can be used to get to know characteristics of persons, groups and determine the frequency how often the same situation happens.
At first, the researcher wants to apply quantitative descriptive research. The researcher wants to implement online surveys to get to know the demographic, socioeconomic and psychographic variables of the action supporters. Doing this, the researcher needs to take the privacy law into account that has changed 25th of May 2018. (Dulock, 1993)
After implementing the online surveys, the researcher wants to rewrite the email that will be send to the action supporters after supporting a fundraise action. The e-mail will be send to the reachable action supporters to see how they respond on War Child. This will be an action reaction research.
Section 2.2 Instrument
The instrument that was used for the data collection for this research is quantitative research. The instrument that was chosen is an online survey. The online survey will help to get to know the demographic, socioeconomic and psychographic variables of the action supporters. The online survey can be found in Appendix 1. Applying the online survey on the action supporters, the new Privacy law needs to take into consideration.
The online survey was conducted around the action supporters of War Child. This method was chosen because the researcher wanted to know more about the demographic, socioeconomic and psychographic variables of the action supporters. Getting the results back, the variables and intentions of the supporters need to be clear. The survey consisted of different multiple choice questions about the age, degree, employment stage, income, interests and charitable giving.
The researcher wants to rewrite the email after the online surveys. The results of this email will be researched due to the reaction and the clickstream data.
Section 2.3 Population, Sample & Sampling method
The population this research identifies are all the action supporters of fundraise actions. Population can be described as the larger group that is participating in a research. (Brotherton, 2015)
This research has a varied population, since the research is focussing on the action supporters. The group consist of 12000 action supporters that supported in total 9233 fundraise actions. The total of all fundraise actions is 15355. 6122 fundraise actions of the 15355, did not generate any money. So, in total there are 9233 fundraise actions that generate income.
An overview of fundraise actions is given:
Overview of actions Quantity
Students 50 fundraise actions
Association 72 fundraise actions
Religious institution 96 fundraise actions
Educational institution 84 fundraise actions
Secondary school (VO) 299 fundraise actions
Youth 323 fundraise actions
Kids 1245 fundraise actions
Primary school (BO) 1127 fundraise actions
Individual 5674 fundraise actions
Company 6384 fundraise actions
Total: 15355 fundraise actions
For the online survey and the email, the sampling method that was used is simple random sampling. Simple random sampling means that there is a random selection for the sample. If a sample is extremely large, this method can be used. (Verhoeven, 2011)
Section 2.4 Data Collection
As mentioned earlier, an online survey was used to collect data. Online surveys were done on the internet and sent to all the action supporters. By doing this, the data was online immediately. Every action supporter that ever had support War Child could fill in the survey. As well as the email which is also sent via email to see the behaviour of the participants.
Section 2.5 Data analysis
Since the research is quantitative, the data analysis is done by SPSS. The online survey will be collected at the online survey site and processed in SPSS. SPSS is a statistical computer program designed for social science which is consisted in 1968.
Section 2.6 Ethical issues
Action supporters could choose for themselves if they wanted to participate in the online survey or not. If there were questions that could be as befall offensive, there was an option to skip the question. The supporters were informed at the beginning of the survey what would be done with the information.
Furthermore, the Privacy law was taken into consideration and it was legal to approach the 12000 action supporters.
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