Community Volunteers In Medicine

The Dream TeamManagement 100 – 215

April 24, 2014

External Communication AuditFinal Report

We conducted a communication audit for Community Volunteers in Medicine.

• Increase and retain donors• Improve website & collateral • Affordable Care Act’s effect on CVIM

Introduction Comprehensibility Convenience Visibility Conclusion

Through increasing comprehensibility, convenience and visibility, CVIM can enhance its accessibility to the CVIM family and the wider community.

Accessibility

Comprehensibility

Convenience

Visibility

Can people understand your message?

Is relevant and important information easy to find?

Is CVIM’s presence visible to potential new audiences?

Introduction Comprehensibility Convenience Visibility Conclusion

Simplifying the presentation of your message can enhance readers’ comprehension of your message.

Retention of information is low

59% 46%

41% 54%

Yes No

Presentation can be more engaging

Percentage of respondents who said information about the ACA

was either unclear or not engaging enough to read:

“Didn’t fully read the info on the

subject.”

“I am too busy.”

42%

Introduction Comprehensibility Convenience Visibility Conclusion

• Fewer key points and shorter sections are better remembered

• Collaterals with a purpose-driven structure are more concise and focused

Arranging your content in shorter segments can improve its clarity.

Introduction Comprehensibility Convenience Visibility Conclusion

Arranging your content in shorter segments can improve its clarity.

• Fewer key points and shorter sections are better remembered

• Collaterals with a purpose-driven structure are more concise and focused

“You lose everyone in one paragraph or three sentences about

medical law in PA.”–CVIM Board Member

Introduction Comprehensibility Convenience Visibility Conclusion

People prefer pictures and videos Visual content leaves an impression

• People retain more from videos

Stimulating presentation such as video and infographics is more easily understood than text.

“Video coverage is more effective.” –CVIM Volunteer

“Picture or presentation about healthcare could help.”

–CVIM Board Member

Introduction Comprehensibility Convenience Visibility Conclusion

30 times more likely to read infographics

60% prefer to watch videos

Text

Visuals increase comprehension

• Topic of health care can be difficult to digest

• Flow diagram or picture about health care can convey the message better

• Video translates complex text into a simpler message

Message on Affordable Care Act can be delivered more effectively by a video and infographics.

Introduction Comprehensibility Convenience Visibility Conclusion

Updates could be more effective Information could be more targeted

Clearly guiding your audience’s attention by structure can increase convenience of obtaining information.

1 in 5 volunteer respondents said CVIM is “ineffective” in

updating them on the organization’s work.

1 in 5 respondents also said that they do not read the annual

report or newsletter

Introduction Comprehensibility Convenience Visibility Conclusion

CVIM’s primary audiences

• Tailor communication to be more target-specific

Target specific communication

• Provide impetus to read them

• Inform members about what is specifically important for them to know and act on

Structuring your communication by target audience can enhance specificity and engage interest.

Volunteers Donors

“Everything they convey has to be relevant to the target.”

–CVIM Board Member

Introduction Comprehensibility Convenience Visibility Conclusion

• For volunteers: stories to inspire and encourage

• For donors: more focus on impact statistics and donations

Creating targeted materials can keep your members more informed and engaged.

“People are more likely to actively and thoughtfully process information

if they perceive it to be personally relevant.”

Petty and Cacioppo (1994) “To think or not to think: Exploring two routes to persuasion.”

Introduction Comprehensibility Convenience Visibility Conclusion

An intuitive layout such as a noticeable button can draw more focused attention.

Room to draw more donor attention

• Current website requires scrolling down to find the ‘donate’ button

• Low attention to donor page

Common Practice on VIM websites

• 54% of national VIM websites have a prominent ‘donate’ button

About Us Patients Volunteer News Events

Support Our

Mission

1428

882 816 769

268

Total Unique Visits over a 6-month period(Sep '13 to Feb '14) to CVIM Website Pages

VIM Hilton Head Island Website

Introduction Comprehensibility Convenience Visibility Conclusion

Content should captivate audience

• Capture audience attention immediately with video on the front page

• 56% of national VIM websites who used videos have video on the front page

• Ease finding of information with prominent buttons

Placing appealing content on the front page to retain more visitors.

Introduction Comprehensibility Convenience Visibility Conclusion

Content should captivate audience

• Capture audience attention immediately with video on the front page

• 56% of national VIM websites who used videos have video on the front page

• Ease finding of information with prominent buttons

Placing appealing content on the front page to retain more visitors.

Introduction Comprehensibility Convenience Visibility Conclusion

Expanding communication channels can make information more available and reach more audience.

Current audience is limited Expand channels

• Foster word-of-mouth via more social events

• Utilize social media to reach new and targeted audience

Introduction Comprehensibility Convenience Visibility Conclusion

“Our current donor basis is shrinking as the donors are aging.”

–Denise Mahal, VP of Development

“CVIM is invisible to the wider community unless you use services

or are in volunteer circle.” –CVIM Board Member

Facebook

Direct 2550

71

Direct Visit vs. Referral to the website(Sep. ‘13 – Feb. ‘14)

Other21%

Website8%

How did you first hear about CVIM?

Word-of-mouth is the main channel through which current audience learned about CVIM.

• Current board member Michael Schnably was introduced through a friend, who was a former board member

• Word-of-mouth increases trust in suggestion

Introduction Comprehensibility Convenience Visibility Conclusion

“I first heard of CVIM because my father was a physician there.”

–Susan N. H. Petrocelli

CVIM Collateral

2%

Word-of-mouth

69%

Expand current network

• Invite friends and acquaintances through events

• Michael Schnably introduced to CVIM through the golf classic

Internal support

• Support for more events:

Holding more diverse social events can encourage more person-to-person spread of words.

64%

36% Yes

No

Top 5 suggestions: dinners, 5Ks, casual get-togethers, auction, cocktail party

Introduction Comprehensibility Convenience Visibility Conclusion

“More casual events in order to be able to meet more of the

volunteers.”–Survey Respondent

Non-profits’ Use of Social Media

• A strong social media presence is an established best practice of leading non-profits

Facebook Potential Reach

Using social media outlets such as Facebook and LinkedIn can help recruit potential audience.

Introduction Comprehensibility Convenience Visibility Conclusion

Facebook

LinkedIn demographics

• LinkedIn demographics fits profile of potential donors

Reach professional demographic

• Enables CVIM to expand its reach amongst working professionals

LinkedIn provides a great way of reaching potential contributors to CVIM.

Introduction Comprehensibility Convenience Visibility Conclusion

“CVIM has a lot of room to grow in LinkedIn.”–CVIM Volunteer

Competitor LinkedIn Example

Thank you!