Community Volunteers In Medicine

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Community Volunteers In Medicine. External Communication Audit Final Report. The Dream Team Management 100 215 April 24, 2014. We conducted a communication audit for Community Volunteers in Medicine. Increase and retain donors Improve website & collateral - PowerPoint PPT Presentation

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Community Volunteers in Medicine Client Presentation

Community Volunteers In MedicineThe Dream TeamManagement 100 215April 24, 2014

External Communication AuditFinal Report

We conducted a communication audit for Community Volunteers in Medicine.Increase and retain donorsImprove website & collateral Affordable Care Acts effect on CVIM

IntroductionComprehensibilityConvenienceVisibilityConclusion

Through increasing comprehensibility, convenience and visibility, CVIM can enhance its accessibility to the CVIM family and the wider community. Can people understand your message?Is relevant and important information easy to find?Is CVIMs presence visible to potential new audiences?IntroductionComprehensibilityConvenienceVisibilityConclusionSimplifying the presentation of your message can enhance readers comprehension of your message.Retention of information is lowPresentation can be more engagingPercentage of respondents who said information about the ACA was either unclear or not engaging enough to read:

Didnt fully read the info on the subject.I am too busy.42%IntroductionComprehensibilityConvenienceVisibilityConclusion4Fewer 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.

IntroductionComprehensibilityConvenienceVisibilityConclusionArranging 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

IntroductionComprehensibilityConvenienceVisibilityConclusionPeople prefer pictures and videosVisual content leaves an impressionPeople retain more from videos

Stimulating presentation such as video and infographics is more easily understood than text.Video coverage is more effective. CVIM VolunteerPicture or presentation about healthcare could help.CVIM Board MemberIntroductionComprehensibilityConvenienceVisibilityConclusion

30 times more likely to read infographics60% prefer to watch videos Text7Visuals increase comprehensionTopic of health care can be difficult to digest Flow diagram or picture about health care can convey the message betterVideo translates complex text into a simpler messageMessage on Affordable Care Act can be delivered more effectively by a video and infographics.

IntroductionComprehensibilityConvenienceVisibilityConclusion8Updates could be more effective Information could be more targetedClearly guiding your audiences attention by structure can increase convenience of obtaining information.1 in 5 volunteer respondents said CVIM is ineffective in updating them on the organizations work.

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

IntroductionComprehensibilityConvenienceVisibilityConclusion9CVIMs primary audiencesTailor communication to be more target-specific

Target specific communicationProvide 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.Everything they convey has to be relevant to the target.CVIM Board MemberIntroductionComprehensibilityConvenienceVisibilityConclusion10For 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.IntroductionComprehensibilityConvenienceVisibilityConclusion

11An 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 buttonTotal Unique Visits over a 6-month period(Sep '13 to Feb '14) to CVIM Website Pages VIM Hilton Head Island WebsiteIntroductionComprehensibilityConvenienceVisibilityConclusion

12Content should captivate audienceCapture 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.IntroductionComprehensibilityConvenienceVisibilityConclusion

13Content should captivate audienceCapture 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.IntroductionComprehensibilityConvenienceVisibilityConclusion

14Expanding communication channels can make information more available and reach more audience.Current audience is limitedExpand channelsFoster word-of-mouth via more social eventsUtilize social media to reach new and targeted audience

IntroductionComprehensibilityConvenienceVisibilityConclusionOur current donor basis is shrinking as the donors are aging. Denise Mahal, VP of DevelopmentCVIM is invisible to the wider community unless you use services or are in volunteer circle. CVIM Board Member255071Direct Visit vs. Referral to the website(Sep. 13 Feb. 14)15Word-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 memberWord-of-mouth increases trust in suggestionIntroductionComprehensibilityConvenienceVisibilityConclusionI first heard of CVIM because my father was a physician there.Susan N. H. PetrocelliCVIM Collateral2% Word-of-mouth69%Expand current networkInvite friends and acquaintances through eventsMichael Schnably introduced to CVIM through the golf classic

Internal supportSupport for more events:

Holding more diverse social events can encourage more person-to-person spread of words.Top 5 suggestions: dinners, 5Ks, casual get-togethers, auction, cocktail party IntroductionComprehensibilityConvenienceVisibilityConclusionMore casual events in order to be able to meet more of the volunteers.Survey Respondent17Non-profits Use of Social MediaA strong social media presence is an established best practice of leading non-profitsFacebook Potential ReachUsing social media outlets such as Facebook and LinkedIn can help recruit potential audience.

IntroductionComprehensibilityConvenienceVisibilityConclusionFacebook

18LinkedIn demographicsLinkedIn demographics fits profile of potential donors

Reach professional demographicEnables CVIM to expand its reach amongst working professionals LinkedIn provides a great way of reaching potential contributors to CVIM.

IntroductionComprehensibilityConvenienceVisibilityConclusionCVIM has a lot of room to grow in LinkedIn.CVIM Volunteer

Competitor LinkedIn Example19

Thank you!

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