BUSN20016 RESEARCH IN BUSINESS, T2, 2017
RESEARCH STUDY ON FACTORS THAT MOTIVATE INDIVIDUALS TO DONATE OR PATICIPATE IN CHARITY PROGRAMS
NAME OF THE STUDENT:
Student ID: s0219378
Tutor’s name: Edward Hudson
Criteria Total marks Marks obtained Overall comments
A statement of the problem, research aim, objectives and research questions 10
Justification and potential output of the research 10
Conceptual framework 10
Methodology, organisation of the study, project budget and schedule 10
Accurate referencing, use of correct English and logical sequences between
sentences and paragraphs and a good introduction 10
Total = 50
Mark reduction for Turnitin similarity (It’s up to the markers and unit coordinator’s judgement)
Mark reduction for late submission(5% mark reduction for each day of late submission)
Grand Total= 50
Key to grading and corresponding marking scale:
HD (42.5 and above out of 50 marks): Student demonstrates outstanding understanding and interpretation of all aspects of the criteria.
D (37.25 to 42.24 out of 50 marks): Student demonstrates excellence in understanding and interpretation of almost all aspects of the criteria with some minor corrections or additions needed.
C (32.25 to 37.24 marks out of 50 marks): Student demonstrates very good understanding and interpretation of most aspects of the criteria with some need for additional work, additions or improvement.
P (24.75% to 32.24% marks): Student demonstrates good understanding and interpretation of the criteria to warrant the award of a Pass but requires considerable additional work, additions or improvement.
F (below 24.7%): Student demonstrates an unsatisfactory understanding and interpretation of the criteria and requires major additional work, additions or improvement to achieve a passing grade.
RESEARCH STUDY ON FACTORS THAT MOTIVATE INDIVIDUALS TO DONATE OR PATICIPATE IN CHARITY PROGRAMS
Table of Contents
Justification of the Project 4
Conceptual Framework 5
Research Problem 7
Research Objective 7
Research Design 8
Sampling plan 9
Organization Of The Study 11
Gantt Chart 12
Project Budget And Financial Considerations 13
Originally I wanted to my research on the factors that influence people to donate or participate in charity events to develop more efficient marketing campaigns. However, it was later decided to focus on a specific charity program. This research report will analyse the main factors that move people to take action to participate and financially contribute to the Cancer Council campaign. The Cancer Council NSW is mostly community funded and relies on the community to reach their fundraising goals. The Cancer Council has several fundraising programs such as Australia’s Biggest Morning Tea, Daffodil Day, Pink Ribbon events, Relay For Life, Dance For Cancer and Do It For Cancer. (Cancer Council NSW, 2016)
The purpose of this report is to prepare a research proposal to determine what factors motivate individuals to donate or participate in the Cancer Council NSW charity events. This research will be focused on the main factors that motivate individuals to either donate money to the program and to host events or participate in them. For practical reasons and due to limited resources available, the research will be limited to Sydney greater metropolitan area and will focus on the elements that encourage individuals to participate/donate in Charity events by the Cancer Council. The information collected should be helpful to assist in the development of more efficient marketing campaigns for the Cancer Council charity events and also assist other charities to develop better marketing campaigns.
The information collected will include primary and secondary sources. The research will include exiting sources and also conduct qualitative research to explore the human elements that foster public to engage with a cause and donate money to the Cancer Council NSW. By discovering these factors, charities including the Cancer Council should be able to develop more effective marketing campaigns to gather more donations in order to support humanitarian causes.
Justification of the Project
“When there is a will, there’s a way” (BrainyQuote, 2017). With that positive mind frame is that the Cancer Council NSW works towards its objective of defeating cancer. According to the (CancerCouncil, 2015) figures, an estimated of 46,000 new cancer patients are admitted every year into hospital. This has a disastrous effect on families and the community. Unfortunately, this figure is growing and if action is not taken, these numbers are expected to keep increasing. This is especially concerning in the cases of breast and prostate cancer as these have been increasing more than the median and also because these types of cancer can be successfully treated if they are detected in the early stages (ccalcino, 2015). Prostate cancer in men and breast cancer in women are expected to increase drastically in the coming years and this means more funds will need to be allocated towards curing those diseases.
According to (Bartels, 2016) cancer is amongst Australia’s most fearsome diseases and the probability of occurrence is of about 50% for men and 33% for females. As a result of such worrisome figures, the Cancer Council engages in many activities to deal with cancer from all angles. For example, the Cancer Council collects funds for cancer research, carries out quality research activities, assists patients of the disease, and persuades governments to execute policies to assist them in eliminating cancer. The Cancer Council NSW obtains 96% of its funding from the local donations. This means that it relies heavily on the support of society at large in order to achieve its aims and objectives. The cancer council raises funds by executing a number of fundraising activities such as the Pink Ribbon Events, Relay for Life, Australia’s Biggest Morning Tea, Dance for Cancer, and Do It For Cancer. (Cancer Council NSW, 2016) The Do it For Cancer is the only event which runs throughout the year and its purpose is to basically motivate people to collect donations by carrying out events like hosting parties, get-togethers, sporting events or any social events (CancerCouncil, 2015).
The Cancer Council NSW has been very successful fundraising by organizing events and by collecting donation from their members. For instance the Cancer Council NSW collected over 54 million in last financial year. (Cancer Council NSW, 2016) Therefore, this research will be focus on the elements that make the marketing campaign and advertisements for the Cancer Council successful and engaging with individuals. Understanding what elements make a campaign relatable and appealing to the general public it is necessary to identify the elements that generate engagement. Hence, the purpose will be to establish the elements that should be incorporated in the advertising campaign to increase involvement and motivation of the local community in order to increase the donations for Cancer Council programs. (CancerCouncil, 2015)
The main purpose of any advertising campaign is to motivate or persuade the target audience to take action in a expected way. The first step in order to motivate an individual to act in a certain way is to understand such individual. To understand the way people think and act, several theories have been developed over the years. One particular are of study that analyses and explains the way people make purchasing decision is “Consumer Behaviour”. One of the major contributors to this study field is Dr. Phillip Kotler. According to his research, there are several variables that affect people’s mental processes when making purchasing decisions such as cultural, social, personal and psychological elements. Therefore before running an advertising campaign, it is important to be aware and to understand those variables. For instance, during an advertising campaign, it is a wise idea to target only those people that have the appropriate age, income level, and occupation to buy the advertisers’ products. (Kotler et al., 2013)
Advertising campaigns that have an emotional appeal tend to be more effective than feature and functional appeals because people are emotional. Most people purchase out of impulse more than from a careful and rational thought process. Emotional campaigns have long being understood and used by sales people since the 18th century because humans are not really rational and many decisions are made out of impulse. (Gray, 2013) For example, an add that appeals to the feelings of people will get more engagement and response that one that purely appeals to the benefits of a product. Therefore, it can be concluded that people are more likely to get engaged over emotional ads than other types of ads. In similar fashion ads that generate enjoyment, which is considered as an emotional response, will get more engagement. (Nobel, 2013)
Figures and numbers only do not generate engagement. People need histories and characters to develop feelings that will in turn generate high engagement. Therefore, in order to develop a successful ad such elements need to be displayed. Successful companies understand this and that’s one of the reasons as to why they use celebrity endorsements. Research on the topic shows that ads that feature people and awaken emotional feelings tend to be highly successful and have more chances to go viral in comparison with ads that focus on figures, benefits or characteristics. This happens because people want to share those things that generate positive feelings. Thus, an advertisement will most likely go viral if people feel good about it and want to share the feeling with their friends or relatives. (Nobel, 2013).
Current Cancer Council campaigns focus on creating awareness about the symptoms of cancer and promote early detection in order to get adequate treatment to overcome the disease. However, they lack an emotional appeal as they focus too much on the technical aspect of the disease rather than on the human and emotional side of it. (Hanna, et. al., 2017).
The purpose of this research is to discover the elements that should be taken into consideration in order to formulate more effective advertising campaigns to encourage more people to financially contribute and register for the Cancer Council NSW Charity events.
To determine key factors that motivates or convinces an individual to take part in the Cancer Council NSW Charity events.
• What will be the reactions of people will be when exposed to an ad, which is emotionally appealing? Will they react positively and be convinced to join the do it for cancer program?
• What are the demographics or characteristics of the heavy donors for do it for cancer program?
• What is the demographics of the people who form the majority of the participants for do it for cancer program?
• Will celebrity endorsements in advertisements assist the cancer council in making their ads go viral and hence getting more participants for doing it for cancer program?
• Can a more convenient or easy to understand registration system facilitate the cancer council in getting more registration for DIFC program?
• Will more utilization of social media facilitate the cancer council in enhancing their brand awareness and getting more funds for different programs?
Based on the problem statement and research objectives, the following research hypothesis can be deducted:
H1: Null Hypothesis: Figures and information generate more engagement on viewers/individuals when exposed to marketing material for the Cancer Council Charity events.
H2: Hypothesis: Histories and characters relatable to viewers/individuals generate more engagement on viewers/individuals when exposed to marketing material for the Cancer Council Charity events.
The following methodology will be undertaken in order to effectively analyse the aims of this research proposal. For this research proposal primary and secondary sources of information will be used. The study will start with an in-depth research of all the available sources including online research, news articles, annual reports, journal articles, and other relevant and credible sources.
Primary data is the information that is fetched for the first time. In regard to primary sources mainly questionnaires will be used to identify the factors that will motivate the individual to join the cancer program (Blumberg, et. al., 2014).
Secondary data is the already generated information that can be analysed. The secondary information will be collected from websites and research articles. The information collected can be analysed properly (Harland, 2014).
There are three different types of research available. These are exploratory, descriptive and casual. For this particular research it was deemed appropriate to only use the following research designs:
• Exploratory research: As per this research design method unstructured data will be gathered. This method involves using qualitative data, which is gathered from secondary sources (Creswell, and Poth, 2017). This will include focus groups and interviews.
• Descriptive research: This research method presents the observations, intentions or attitudes of the population. The data gathered is of raw and qualitative nature (Creswell, and Poth, 2017). For this research controlled observations and questionaries
The reason for selecting those two research designs is that they will facilitate the gathering of both qualitative and quantitative data and therefore assist in coming up with better conclusions and recommendations for the stated problem. Both of these methods are easy to administer and assists in attaining the desired results (Williamson, and Johnson, 2017).
Not everyone who is part of the target population can be reached therefore a small representative sample will be used for gathering data. Timings and costs will also affect the size of the sample. Non probability sampling technique will be used in this research. This type of sampling will not give equal chances of selection to every individual. Convenience and judgement sampling method must be used to take the sample from the given population in order to ascertain the factors that may influence them to join the do it for cancer program (Harland, 2014).
Analysis and Statistical methods to be used to analyse the data
Mostly qualitative data must be used in this research compared to quantitative data. But some statistical methods will be used in this research that will include pie graphs, bar graphs in order to analyse the results and reach a conclusion.
This research study is limited to the New South Wales Region particularly the Sydney metro area. This is due to financial and time constraints. Another limitation of this study is given by the sample, as there is only one person available to collect the data, the number of respondents has been reduced to accommodate to this limitation. Nevertheless, this study is large enough to be representative of the problem at hand.
Organization Of The Study
• Week 1: Understand the basic purpose of this subject and report 30/10/2017 – 06/11/2017
• Week 2: Doing more research on cancer council and its current issues 06/11/2017 – 13/12/2017
• Week 2-4: Data gathering 13/12/2017 – 04/12/2017
• Week 4: Data compiling and organizing 27/12/2017 – 11/12/2017
• Week 5: Analyses of data 11/12/2017 – 18/12/2017
• Week 6: Evaluation of data 18/12/2017 – 25/12/2017
• Week 7: Execution 25/12/2017 – 01/12/2017
• Week 8: Monitoring 01/12/2017 – 08/01/2018
• Week 9: Recommendations and Conclusions 08/01/2018 – 15/01/2018
• Week 10: Report Submission 16/01/2018
Activities 1 2 3 4 5 6 7 8 9 10
Understand the basic purpose of this subject and report
Doing more research on cancer council and its current issues
Data compiling and organizing
Analyse of data
Evaluation of data
Recommendations and Conclusions
Project Budget And Financial Considerations
The required budget to undertake this research in a 10 week timeframe is $8,000. The budget will be used in the following way:
• Most of the secondary sources of information are available online for free. However to do an extensive and in-depth literature review paid material will also be required. Thus to purchase textbooks, journal articles and other paid reports a budget of $500 has been allocated.
• To gather participants for the study a budget of $1,500 will be required.
• To prepare the questionaries and interviews a budget of $1,200 will be needed.
• Hire a cameraman and a video editor to record interviews and focus groups $600
• Hire an assistant to help with the data collection/Interviews $2000
• To conduct the focus group sessions a budget of $1000 will be required.
• To do the data analysis software will be purchased and a data analyst will be hired to organize and perform a data analysis $1000
• Printouts report $100
Bartels, C., 2016, “One in two Australian men to get cancer in lifetime”, The Queensland times
Blumberg, B.F., Cooper, D.R. and Schindler, P.S., 2014, “Business research methods”, McGraw-Hill education.
Brown, M., 2009, “Should my advertising stimulate an emotional response?” Millard Brown Knowledge Point.
Cancer Council, 2016, “About Cancer Council NSW”, Available at : https://www.cancercouncil.com.au/about-us/ (Accessed on 10 June, 2017)
Cancer Council NSW. (2016). Annual Report (Annual Repot). Retrieved from https://www.cancercouncil.com.au/wp-content/uploads/2016/12/16080_CA_CAN2062_AnnualReport_2016_PRINT2_WEB-LR.pdf
Ccalcino, 2016, “NSW health system bracing for more cancer cases”, The Queensland times
Creswell, J.W. and Poth, C.N., 2017. Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
Gray, C. (2013). Nine Valuable Marketing Lessons From a Nonprofit – Charitywater.org. Retrieved October 1, 2017, from https://blog.kissmetrics.com/marketing-lessons-from-charitywater/
Hanna, M. H., Mait, R., Merje, A., and Laisaar, T. 2017. “Awareness of Lung Cancer Symptoms and Risk Factors in General Population”, Open Journal of Respiratory Diseases, 7, 1-11 Available at: http://file.scirp.org/pdf/OJRD_2016121611481774.pdf accessed on (11 June, 2017)
Harland, T., 2014, “Learning about case study methodology to research higher education”, Higher Education Research & Development, 33(6), pp.1113-1122.
Kotler, P and Armstrong, G., 2010, “Principles of marketing”, Pearson education.
Nobel, C., 2013, “Advertising Symbiosis: The Key to Viral Videos”, Harvard Business School: Working Knowledge
Pauline Kael, 2016, “Brainy quote”, Available at: https://www.brainyquote.com/quotes/quotes/p/paulinekae120326.html (Accessed on 10 June, 2017)
Williamson, K. and Johnson, G. eds., 2017. Research Methods: Information, Systems, and Contexts. Chandos Publishing.