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UNITED WAY OF NORMAN

FINAL RESEARCH REPORT
Group #2: Grace Holland, Brynn Baumann,
Aubrey Moore & Mattie Rischard

The University of Oklahoma

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EXECUTIVE SUMMARY

In order to gain a greater understanding of the United Way of Norman and the work it
does in the community, our team engaged in comprehensive research. With the start of our
secondary research project, our team was able to gain a further understanding of the United Way
of Norman’s impact on the community with the help of the organization's donors. This research
was done in order to address the organization’s current problems and donors at this given time.
Within this research our team explores the organization’s current struggles with communication
due to COVID-19, their current social media presence and communication methods as well as its
key publics.

After collecting and recording secondary research for United Way, our team conducted
interviews that sought to obtain current donors and potential donor perspectives. These
interviews consisted of questions regarding donor’s habitual behaviors, perspectives, and
attitudes, regarding the organization and their communication with their publics. Additionally,
our team gained more valuable insight into the financial effects that COVID-19 had with current
and potential donors at the United Way of Norman. In this research, we also found valuable
supporting data that supports some of the observations we had found in the United Way of
Norman’s secondary research. We collected all of the similar responses and recorded this data.
This allowed for our team to observe the commonalities that we found in our interviews.

Once we completed our interviews, we created and distributed a survey that allowed our
team to gain more thorough and consistent data. This data allowed us to further our research of
the United Way of Norman’s key public. Within our distributed survey, we observed over 400
current and potential donors preferred social media platforms, and identified interesting findings
regarding current and potential donors preferred methods of contact and engagement. In both the
individual interviews and the survey, our team was able to gain an understanding into both
current and potential donor perspectives. We primarily focused on both current donor and
potential donor insights, attitudes, and beliefs.

The survey results provided sufficient data to support both the findings of the secondary
research, as well as our individual interview findings. The results of our findings allowed for our
team to obtain valuable data. This research allowed for our team to gain a more insightful and
realistic perspective into what a current donor for the United Way of Norman looks like and how
potential donors perceive the organization. When looking at these findings as a whole, our team
was able to gain a clearer understanding of the current benefits and impediments associated with
the United Way of Norman. Additionally, our research team is able to provide unique and
innovative recommendations to the United Way of Norman in regards to gaining increasingly
positive perceptions, awareness, and behaviors of the organization.
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SECONDARY RESEARCH
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SITUATION AND ORGANIZATION RESEARCH

Background

United Way of Norman's main problem is finding a way to connect with non-donors and
current donors amid COVID. COVID-19 has been around for about a year and because of the
pandemic, there has been a decrease in those available to donate and an increase in need. This
situation is important to the organization because given how seriously the pandemic has affected
the world, many people are now being careful to limit their exposure to other people which has
increased the remote workforce. This situation is a positive opportunity for United Way because
it allows for the organization to find new ways to connect with potential and current donors. As
we enter the digital age, this organization will eventually need to update the way that it connects
with non-donors and donors, this is an opportunity to reinvent the way that United Way does this.

This situation can be resolved to benefit everyone involved by increasing online

fundraisers, events, and increasing our social media presence. Increased interaction with donors
on social media, posting live videos, releasing newsletters, and having interactive opportunities
for donors will help keep current donors involved in the organization and increase United Ways
media presence and relation with the remote workforce. In-turn, fostering and strengthening a
digital relationship with donors, will hopefully increase donations and bridge the current gap in
the organization and donors.

Internal

First, we will evaluate the internal factors playing a role in United Way's current
situation. United Way provides a variety of donation methods for people who may be struggling
financially due to COVID-19. The organization has many internal advantages including United
Way’s importance on the notion that a simple dollar donation is better than no donation at all and
it still makes a major difference in our community. United Way’s long-standing organizational
reputation significantly helps in increasing donations and their numerous partnerships with other
nonprofit organizations directly help to efficiently identify community needs and fill them.
United Way also has a variety of ways to donate including simple monetary donations as well as
participating in fundraising events that help a large majority of the community give back.

United Way, unfortunately, has internal disadvantages as well. These disadvantages

primarily include the financial struggles of donors brought on by COVID-19. This makes it
increasingly difficult for donors to give back to United Way. Another major disadvantage of
United Way is that some people desire to give directly to a nonprofit that focuses on an area that
the person may be interested in. This may take away from United Way gaining donations from a
portion of the community.

One of the most prominent aspects of United Way that makes it so unique is its diversity
in giving back. While a majority of other popular nonprofit organizations usually focus on one
specific niche to give back to, United Way goes above and beyond to give back to the whole
community. Thus, it would only make sense to classify United Way’s niche as ‘community’
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based. They come together and decide on what truly needs to be done for our community and
step up to fill that gap. They do this by working with a range of other nonprofit organizations.

Another major way that United Way stands out in comparison to other nonprofit
organizations is its donation methods. As many other nonprofit organizations, unfortunately,
focus on getting those larger, more substantial donations, while United Way believes that every
donation counts, no matter the monetary value. This allows for the organization to truly decide
on the needs within our community and not on what the big donors want to see.

In evaluating the structure of United Way and the resource available for potential public
relations and marketing communications activities, the United Way budget that was available
showed a general annual budget of +/- $2 million. United Way has a host of equipment readily
available for its communication activities including its platforms on Facebook, Instagram,
Twitter, and YouTube. The organization's VP of Marketing and Communications, Jed
Dembowski, can unitize all of these public relations aspects.

A major strength for United Way is that it is a well-established organization that is

located all across the nation helping in continuing its authentic reputation. This reputation
nationwide allows people to build trust within United Way and start or continue donating to the
organization.

United Way’s continual partnerships with numerous other nonprofit organizations is

another way that they find great success. With United Way serving as a sort of supervisor for
other nonprofits, they are most efficiently able to give back where our community needs it the
most. To continue these successful partnerships, United Way should significantly communicate
to donors who those other nonprofit partners are and their relationship with United Way.
Furthermore, they should communicate, in partnership with other organizations, the impact of
donations so that people will continue donating to United Way rather than the individual
organizations themselves. As well as because of the many partnerships and opportunities to give
back, the numerous donation methods actively make it easier for people to donate, creating a
larger change in our community.

Lastly, for strengths, United Way's constant encouragement of all types and amounts of
monetary donations is another valuable aspect of the organization. The organization should
communicate the significance of a singular dollar being donated. This would continue to allow
donors to understand that it is more about the fact that they are donating than the monetary
amount. This also helps United Way to expand its donation pool significantly.

Despite all, United Way is struggling to continue to receive donations during COVID-19
due to the struggles of COVID-19. Many people in our community today are experiencing
tremendous financial difficulties due to COVID-19 and are unable to donate the amount that they
once were. This can quickly create a smaller donation pool for United Way, thus creating a quite
large problem. United Way could further communicate the impact of people’s donations and the
idea that every dollar counts. This would hopefully lead people to understand that it is not about
the amount they are donating, but the simple fact that they are donating.
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When making donations, many people desire to give money directly to the nonprofit
organization of their choice. This is a major struggle for United Way as they work with many
other local nonprofit organizations to identify needs in our community. Oftentimes, this leads
people to be unsure of where their money is going, potentially leading them to become more
hesitant to donate to United Way. To combat this crucial problem, United Way could increasingly
communicate specifically where donations are going and the impact they make on the
community. This would ultimately help donors to visualize where their money is going and truly
know that they are making an impact.

External

Moving into the external factors that are impacting United Way, we will evaluate United
Ways competitors and their multiple aspects. United Way of Norman is an umbrella organization,
meaning they support and fund a variety of partnered organizations to provide different services
and resources to the community that United Way of Norman is not providing. With that said, as
far as other organizations that compete with United Way of Norman there are organizations
similar to those of the partnered organizations or who are providing services opposite of those
provided by United Way of Norman. Some of these organizations are Habitat for Humanity,
Planned Parenthood and organizations providing abortion services, and animal rights
organizations and rescues such as Second Chances Animal Shelter and Animal Welfare. These
organizations compete with United Way and could be taking potential funds away from United
Way of Norman.

Then, when it comes down to the external competition on connecting with a donor
through digital space, the competition comes to play when you acknowledge that United Way of
Norman is not the only organization in this position at the time and non-profit organizations all
over the world are working to move towards a digital presence and platforms amidst COVID-19.
So United Way of Norman is competing with every other organization to establish a digital space
and connect with the remote workforce. United Way of Norman needs to find creative ways to
stand out and attract donors to their space and organization as opposed to the next non-profit
online. There have also been some organizations that have been digital for a while prior to
COVID-19 and are well established in the digital world, therefore having more awareness and
experience than incoming organizations.

However, since United Ways donors are primarily made up of middle-aged and older
donors, the transition of having to connect with donors digitally could be a foreign and disliked
concept by that age group. Many older generations enjoy the experiences around fundraising
events and the social aspect of it, so having to transition to a digital platform, where the
in-person experience is taken away, the appeal to donating could decrease and they could feel
less connected to the cause. Then there are always the traditional groups and unions that hinder
the organization and are opposed to what it stands for and the organizations they are partnered
with.
The biggest external impediment at the time is COVID-19 and the limitations it is putting
on the activities and engagement allowed. United Way of Norman is unable to host fundraising
events, which has contributed a great deal to the organization's funds in the past, and the inability
to connect with volunteers and the remote workforce. Also, because of COVID-19 and the strain
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it has placed on the economy, there has been a decrease in the number of people able to donate
and an increase in those in need. In addition to COVID-19, the past year has also been filled with
political and civil unrest across the country and seen a new presidential administration come in
with the 2020 election. When these huge events and movements in the United States are taking
place and have the attention of the entire country, such as Black Lives Matters, Black Trans
Lives Matter, Climate Change, Political Protest, racial justice protest, smaller organizations, and
movements can be moved down on peoples priority list, impacting their incoming donations and
the attention their cause is receiving.

While COVID-19 has brought many negatives it has also opened up a world of new
opportunities for the digital age and non-profits. Organizations have the opportunity to reinvent
the way they do things (fundraise, connect, serve, etc.), expand the limitations that were set by
traditional in-person fundraising and service, and connect with people on a whole new level.
Since the world first shut down, there have been huge shifts in the workforce and the way things
are being done and it looks like some of the changes may stay for the long run, such as people
staying home and the use of technology. So it is more important now than ever for nonprofit
organizations to adapt and establish themselves in the digital world.
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PUBLICS RESEARCH

Publics

There are four tiers of publics to evaluate; customers, producers, enablers, and limiters.
Customers are individuals in the community who receive services directly from United Way of
Norman and partnered organizations. It also includes individuals in the Norman community who
are in need but have yet to get in contact and receive service, as well as former recipients of
services. These services assist in needs regarding education, health, financial stability, and
independence. United Way of Norman producers include donors, grantmakers, organization
employees, volunteers, their Board of Directors, and unions that impact the services that United
Way and partners provide. The main enabler for United Way of Norman is the Oklahoma state
government who regulates nonprofits, their registration, 501c3’s, and ensures that the
organizations are following all regulations set for nonprofits and that they are in compliance.
Limiters of United Way of Norman include opinion leaders who are opposed to the work of
United Way and partnered organizations. For example, United Way of Norman does not fund
Planned Parenthood or any abortion-related organizations, and in opposition, they support many
family and pregnancy organizations. These services could hear backlash from Pro-choice opinion
leaders, unions, and activists. Limiters also include media outlets posting negative or information
about United Way that could get in the way or hurt the reputation of United Way of Norman.

Key Publics

Donors are one of the main key publics for the United Way of Norman because without
donors, this organization cannot survive in the long run. Those who donate to this organization
are the ones who keep things flowing with their generosity and help in the completion of
short-term accomplishments as well. Some other key publics for this organization are volunteers,
employees, board members, individuals receiving services, and partnered organizations.

Opinion Research: Most people who choose to donate to organizations such as the
United Way of Norman would not give their money or time if they did not have a general idea of
what and why they are donating. The stage of development this key public is in is active. Donors
see the need for money and time and actively give to and are involved with the organization. The
donor’s perspective of the United Way of Norman is very positive, what the organization stands
for and does for this community is worthy of their time and money, and is an important part of
the Norman Community.

Communication: Donors may not be actively seeking information on the United Way of
Norman, but like to stay up to date and communicate with the United Way of Norman primarily
through email and Instagram as the main social media platform. The volunteers and employees at
United Way are credible sources and influences for donors. United Way also uses other social
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media platforms such as Facebook and Youtube, their website, and word of mouth to target key
publics and spread awareness for their organization.

Demographics and Psychographics: The demographics for our key public, a generous
donor to United Way, are middle aged, predominately white women, from Norman, Oklahoma.
Majority of donors are in the upper middle class and work full time jobs. About half of donors
are religious and attend religious events regularly. The lifestyle and psychographics of this
generous donor consist of family oriented individuals who are persuaded by both emotions and
facts and motivated by both the past and future. They like to see the impact that is left behind as
well as the potential to make great change in the community. Majority of donors have servants'
hearts, and believe that giving back to the community is very important.
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SITUATION ANALYSIS

The most relevant findings in our secondary research have been digging deeper into the
United Way of Norman and the audience it serves, as well as the people who are so vital in
keeping it going. Many factors, external and internal, go into non-profit organizations that serve
communities and United Way is no exception. Truly breaking down the key publics, strengths,
weaknesses, limitations, and opportunities will better help us throughout the interview process
moving forward.

Some of the main strengths within the United Way of Norman are the many donation
methods provided. Donations are crucial, but they are not everything. What keeps this
organization going is the people who serve and ask for nothing in return. They have a strong
social media presence as well as publics who are passionate about this organization. Some
weaknesses that United Way is facing would be receiving donations throughout the global
pandemic. People have been hesitant to donate to organizations such as United Way because we
are globally struggling financially. United Way does not do the greatest job at communicating
with their donors exactly where the money is going, and if they did that it would help
tremendously.

The United Way of Norman has a great number of opportunities to set itself apart from its
competitors. If they made their social media more interactive, that would help. Another
opportunity that presents itself would be to promote exactly where donations are going.
However, with opportunity comes competition. Some of the main threats to United Way include
Habitat for Humanity, Planned Parenthood and organizations providing abortion services, and
animal rights organizations and rescues such as Second Chances Animal Shelter and Animal
Welfare, all located in Norman. These organizations compete with United Way and could be
taking potential donations. United Way does not stand for a very controversial subject,
Pro-Choice or Planned Parenthood, which can be threatening to their organization from a
political standpoint.

SWOT Table Analysis:

Strengths ● Many different donation methods provided

● Strong Social media presence and awareness
● Donors who are passionate about the cause and loyal to the
organization
○ Majority of donors are financially stable and able to
donate consistently.
● Positive perception among the Norman community
● Innovative- Finding new ways to hold fundraising events and
keep donors involved

Weaknesses ● People are hesitant to donate or start donating to the United

Way during the pandemic because of global financial
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struggles.
● Being more transparent with finances and where all the money
is going.
● In ability to hold in person events during the pandemic
● Not a diverse donor base, in terms of demographics.

Opportunity ● To increase their digital presence and start the shift into
mastering the new digital age that is occurring globally.
● To create a protocol for transparency to donors
● Expand and diversify their donor demographics.
○ Target younger potential donors and individuals outside
of their traditional demographic, in the sense of gender,
race, ethnicity.
● Utilize survey and in-depth interview data to better
communication with donors
● Improve relationships with current and potential donors

Threats ● Competing organization who could be taking potential donors.

○ Organizations such as Pro-Choice or Planned
Parenthood, which can be threatening to their
organization from a political standpoint.

The existing research stems from common knowledge and what we have gathered from
social media and United Way's website. One way we could improve upon what is stated would
be to directly ask those who work for or are familiar with United Way to make sure what we
have stated is true. We believe this information to be accurate based on our research, and we
realize that there is a need to conduct additional primary research to fully understand the project
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IN-DEPTH INTERVIEW
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METHOD 1-IN-DEPTH INTERVIEWS

Introduction

Over the course of the semester, we have been conducting primary and secondary
research for the United Way of Norman. The purpose of this research is for us to gain a better
understanding on ways they can improve their communication with donors and those who
choose not to donate (non donors) within the Norman community. For the primary research
aspect, we conducted in-depth interviews with those who live in Norman to acquire knowledge
on their perceptions on the United Way of Norman, as well as other nonprofit organizations, to
get insight on ways they can better communicate with donors and non donors.

Research Question

Due to the COVID-19 Pandemic, there has been a lasting effect on nonprofit
organizations over the past year in finding new ways to communicate with donors through these
unprecedented times. In conducting secondary research, through the in-depth interview process,
we are able to better understand why these donors choose to give not only their money, but their
time to organizations they believe are worthy, specifically the United Way of Norman. Therefore,
we are asking how nonprofit organizations can best communicate with donors and non donors
throughout the COVID-19 pandemic.

Method

In-depth interviews are the best, most accurate method to use as we examine how the
United Way of Norman and other nonprofit organizations have had to improve on their
communication skills amidst the global pandemic, as opposed to other research methods, as they
allow us to truly get to know people in a person-to-person setting to discuss a topic more
in-depth. With this method comes little to no limitations, as you can discuss topics as far as
needed. There are many advantages to in-depth interviews when trying to conduct qualitative
research. In-depth interviews are useful in the sense that you are able to obtain detailed
information about a person’s thoughts and behaviors on the given topic (Boyce and Neale, 2006).
The main advantage of in-depth interviews is that “they provide much more detailed information
than what is available through other data collection methods, such as surveys” (Boyce and Neale,
2006). Not to mention, the “relaxed atmosphere in which to collect information— people may
feel more comfortable having a conversation with you about their program as opposed to filling
out a survey” (Boyce and Neale, 2006).

The actual process of planning and completing the in-depth interviews was not as easy as
we were hoping. We were provided a contact list of 4 current and potential donors and were
asked to email them and inquire about their participation in our qualitative research project
through an in-depth interview. One responded and declined participation, explaining that they did
not believe they were deemed qualified to assist in our research, and the other 3 on the contact
list never responded. Luckily, a member of our team is a member of the Norman community, and
was able to get us new contacts to reach out to. Three of them were current donors, one of which
serves on the board for the United Way of Norman, and the other being a potential donor. These
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interviews took place over Zoom to ensure the safety and health of everyone in upholding
COVID-19 guidelines. Each interview was between 20-30 minutes long, and included a personal
introduction, the reading of oral consent protocol, interview questions, and a conclusion.

Within the interviews with current donors, we discussed their relationship with United
Way and what started their journey as donors. This included their perception of the organization,
their preferences on interaction, how they keep up with it, the way they contribute, and the
impact it has made on their personal and professional lives. They also went into detail on how
COVID-19 has impacted their personal lives and their involvement within the organization, and
how they can improve communication with donors and ease the donation process. Their general
knowledge of the United Way of Norman was also touched on.

Some of the common characteristics among those we interviewed is that they were all
around the 40-60 year age group, Norman residents, are strong family leaders, and had
established jobs. There was not much more information in regards to specific demographics
discussed within these interviews.

Key Themes

Set up new communication tactics

One of the common findings among all the current donor interviews is that when asked
how they believe the United Way of Norman could better improve their communication with
donors, they said they believe this organization could target different donor demographics with
different forms of communication based on age groups. Donors around the 65+ age group might
have a higher response rate by communication through mail, monthly newsletters, donation
envelopes, and with flyers promoting upcoming events. For middle age donors, Facebook and
emails are their main communication platforms, whereas younger donors typically use social
media platforms like Instagram, Twitter, Snapchat, and Tiktok, and will be more receptive to
communication within those platforms. On this topic, one participant stated:

“For me, I am on the board. So I would say that the way I receive information would be
monthly meetings I attend, newsletters via email, and Facebook. I might not be able to answer
this question as well, because I am on the board and help push out all communication for United
Way. However, I believe having a more interactive presence on Facebook, Twitter, and Instagram
would really help our communication with the given target audiences.”

The United Way of Norman can certainly enhance their communication with each target
audience (age group) by using different methods of communication. By maximizing their
communication skills, their donations and contributions to the organization can only go up. This
includes current donors, and can even reach out to potential donors as well.

Donors like to see the impact of their contribution

Another theme we saw from all the current donor interview participants is that being able
to see the impact their contribution (time or money) is making, is extremely important to them.
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From this, we found that donors tend to make their largest donations to the United Way of
Norman at physical events. Seeing this impact in being a part of such a worthy organization is
what motivates these donors. One participant said that what inspired their first donation to
United Way was:

“What inspired me to make my first donation was when I was teaching at Westmoore
High School, I had a student who was homeless. So it was kind of about that time frame that I
thought outside of my bubble and realized that not everyone has the same opportunities that I do
and that I need to be doing my part to help out.”

In all of the conducted interviews, even those with the non donors, it has been said that
knowing and physically seeing the direct impact made with the donation is something that really
resonates with people. The participant who talked about what made them make their first
donation to United Way was truly touching and a clear sign that seeing the impacts made from
generosity make a huge difference.

Positive impressions of the United Way of Norman, despite the COVID-19 pandemic

One of the major points of discussion within each interview was how these donors and
non donors perceive the United Way of Norman, even throughout the COVID-19 pandemic, and
all donors continue to have a positive perception of this organization. Something that is very
special about the passion these donors have for United Way is that even amidst unprecedented
times, they all continued to donate. In one of the interviews, a participant stated:

“Something I have loved about being on the board of United Way is that the virus has not
affected my relationship with the organization in the slightest. I work to make sure the
communication with our donors is the best it can be, and I maintain a close relationship with
those who are also passionate about our mission at United Way. Obviously, it was not easy at
times, but that is what motivated us to work harder.”

The board of United Way, along with its generous donors, believed in their mission and
continued to maintain a close relationship with the organization even in 2020. The United Way
of Norman certainly excelled throughout the global pandemic, and has done an amazing job
pushing through the unprecedented times and working to receive donations from current donors,
as well targeting potential donors. Most might assume that because of the difficulty of
maintaining social distance and ensuring everyone’s safety that fundraising events would be out
of the question, but the donors of United Way find a way to make it happen.

Long-Standing Donors

Another theme we found from those we interviewed, is that all are long-standing donors
of the United Way of Norman. These people have generously given their time, money, and
energy to this organization for decades, which is a true testament to the mission that United Way
stands for. When asked about making their first donation, one interview participant said:
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“I have been involved with United Way for a long time. When I was in college, I was
very familiar with this organization. Then, like I said earlier, I was prompted to make my first
donation when I was a teacher and one of my student’s was homeless. I was attracted to this
organization because my personal values line up with theirs. I have been donating here since the
day I found out about United Way. I love it so much, I am on the board!”

Creating a foundation within nonprofit organizations is crucial for success. The fact that
the United Way of Norman has such reliable and passionate donors says so much about them.
From our research, we have found that these donors seem to stick around for a long time, and are
in full support of everything United Way stands for. It is amazing to have such a strong donor
foundation that will continue to be supportive, even in the tough times of the past year. Although
United Way is searching for ways to better their communication with potential donors, the
relationships they maintain with the current donors are what makes them so successful. If they
can build on this, they will find even more success within this endeavor.

Findings

The findings from these interviews with Norman residents have certainly proven to be
very interesting. Prior to this class, I was not familiar with the demographics, logistics, or
anything in general, that comes with being a donor of a nonprofit organization. Being a donor
takes a lot of commitment, and the fact that these people have stuck around for decades to
support the United Way of Norman says so much about the amazing work this organization does
for the Norman community, as well as how amazing and supportive these donors truly are.

It was clear in all of our findings with the interview participants that building strong
relationships with donors is a key to a successful organization. Getting the donors to buy into
what the organization is doing and what they stand for makes a huge difference. Another super
important factor of running nonprofit organizations is that their communication efforts should go
into thanking donors, staying on their radar, informing donors, as well as the whole community,
what is going on, and keeping close relationships. Current donors need to have involvement in
decisions that are being made. When donors are kept in the loop and feel like they have a say in
decision making, that can strengthen their relationship with the organization. In terms of actually
translating these ideas into a real method of communication, sending out monthly newsletters of
current projects, testimonies, push texts to donate, having a strong and interactive social media
presence, developing personal relationships, and creating safe person-to-person events would be
a step in the right direction. The United Way of Norman clearly does things the right way, but
there is always an opportunity to go the extra mile, and they should always aim to do so.

From conducting in-depth interviews and talking it over in a focus-group, a big takeaway
is that donors just want to feel involved in decision making and to feel connected to the
organization, this is what pushes them to donate. Donors want to feel appreciated and kept in the
loop about events and projects. Everyone has different preferences on how they wish to be
communicated with, and that is what we are trying to figure out.

The most important findings from this research is that when it comes to how nonprofit
organizations can best communicate with donors and non donors during the COVID-19
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pandemic, what is most important is connecting with the donors and sharing the love for the
mission of the organization that will encourage others to donate. We had a great group of
interview participants who truly love the United Way of Norman, and they show this through
their passion and generosity.
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SURVEY
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METHOD 2-SURVEY

Overview

The survey regarding the United Way of Norman is aimed at gaining further insight into
the organizations current and potential donors. This survey primarily allowed my team to capture
more information on both current and potential donors prefered method of donating, their
familiarity with the United Way of Norman, their communication preferences, and perceptions
of the United Way of Norman. The answers to these questions gave my team the insightful
information on current and potential donors communication and donation preferences that is
highly useful to the United Way of Norman. Additionally, this survey provided my team with the
opportunity to understand more about current and potential donors’ opinions regarding the
COVID-19 pandemic. All of the information captured in this survey increasingly helps the
United Way of Norman to strive to accomplish its mission to the best of its abilities.

Design and Participants

A survey is one of the most efficient ways to collect data of a large population. One of the
most obvious advantages to a survey is its practicality. Specifically, surveys “offer a way to
gather vast amounts of data on any subject” (Debois, 2019). This practicality comes directly to
both the researcher and the participant. For the researcher, creating a survey is as simple as
creating questions and typing them into the computer. The survey is even easier for the
participant as they simply respond by selecting the appropriate answer. Additionally, surveys are
a great research method because of their easy analysis and visualization. Specifically, surveys are
also a popular method of research in that they make it “easy to analyze your results without a
background in statistics or scientific research” (Debois, 2019). This allows researchers, such as
my team, to quickly and practically analyze our results and understand them in a variety of ways.
This survey was conducted primarily using simple random sampling. This means that the
Norman population all had an equal chance of being selected, given that my research team was
looking for both current and potential donors. The survey gathered data from over 450 current
and potential donors. The survey data regarding current and potential donors of the United Way
of Norman was gathered the week of April 5, 2021. During this week, participants took up to a
few days to respond to the survey once it was sent via email.
My team's survey yielded a variety of interesting demographics results. The majority of
our participants ranged from 18 to 85 years old and white females. While the majority of current
United Way of Norman donors have lived in Norman for ten years or longer, that was not the
case for potential donors. Potential donor survey participants reported having lived in Norman
anywhere from one to five years. This is most likely due to the fact that 64% of potential donors
reported being college students while 1% of current donors reported being a college student.

Survey Findings

There was a variety of insightful information regarding the awareness of the United Way
of Norman that was presented within my team's survey. Donors reported being aware of where
their donation goes when they make a contribution to the United Way of Norman. In fact, 58% of
donor survey participants reported that they strongly agree with the ‘I am aware of how my
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donations are being spent’ statement. The potential donor survey participants reported having
heard of the United Way of Norman but do not know much about the organization. The survey
reported that over half of participants had heard of the United Way of Norman yet over half also
said that they were not familiar with the United Way of Norman at all.

There was also a great deal of new information presented about both current and potential
donors perceptions of the United Way of Norman. Current donor survey respondents showed
highly positive perceptions regarding the United Way of Norman. These current donors reported
that they trust the United Way of Norman to use their donations responsibly. My team's survey
yielded results that show approximately 77% of current donor survey participants strongly
agreed with the statement ‘I trust United Way of Norman to use my donations responsibly.’
Current donors also reported that United Way of Norman does a great job at making the donation
process simple. In fact, over 78% of current donor survey participants reported that they strongly
agree that the ‘United Way of Norman makes it easy to donate.’
Potential donors' perceptions of non-profits in Norman, including the United Way of
Norman also illustrated highly positive perceptions of the United Way of Norman. The survey
results show that over 65% of potential donor survey participants strongly agreed that ‘non-profit
organizations are an important part of the community.’ Additionally, many of these positive
perceptions of non-profits, including the United Way of Norman are most likely driven by the
fact that they are a rewarding investment. My team's survey results show that over 49% of survey
participants also found that ‘donating to nonprofits is a worthwhile investment.’
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Additionally, the survey conducted by my team showed great behavioral insight of

current and potential donors of the United Way of Norman. When looking at the above figure,
we are able to primarily see the difference in the number of survey participant that identify as
current and potential donors. This shows us that there is a heavier number of potential donors
that answered the survey. The above figure also illustrates the fact that both current and potential
donors prefer to communicate with non-profits primarily through social media, email, and
in-person events. This allows for non-profits, including the United Way of Norman to aim their
focus directly on communicating through these three platforms and steering away from others
that may not be preferred.
In regard to the United Way of Normans current and potential donor preferences on
making donations, the survey results so a difference between the two. On one hand, current
donors primarily prefer to donate through deductions that are taken directly from their paycheck.
In fact, over 48% of current donor survey participants stated that they prefer the deduction
method a great deal. On the other hand, potential donors stated that if they were to donate, they
would prefer to make a ‘one-time donation through a website.’ My team's survey reported that
37% of potential donor survey participants prefer this method. It is also interesting to look at the
flip side of this. When looking at the survey statistics on potential donors who would consider
making a donation through a deduction directly from their paycheck, it is slim to none at 3%.
When looking at the effects of the COVID-19 pandemic on donation behaviors, a lot of
differences can be found. While current donors of the United Way of Norman reported that
COVID-19 has not affected their ability to donate, potential donors said just the opposite.
Potential donors reported that they ‘somewhat agree’ that the COVID-19 pandemic has affected
their ability to donate to nonprofits. This difficulty that COVID-19 brings on coupled with the
fact that 69% of potential donors reported financial difficulties related to donating makes it
extremely difficult to capture these potential donors. After looking at the results collected by the
surveys and in-depth interviews, hypothesis and research questions were formulated. Is there a
relationship with gender and likelihood to donate? If we target communication with donors by
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demographics, donations will increase. The degree of awareness among donors and non donors
predicts the likelihood they are to donate. Taken together, this means for United Way of Norman
several things. Awareness of the organization between donors and non donors plays a huge role
in their willingness to be a part of the organization's mission; the more awareness in the
community the more people want to be involved. This also flows over into the perception
individuals have of the organization; those who are extremely aware and involved have great
perceptions of the organization and those unaware of what the organization is and stands for have
less developed perceptions to no perception. As far as the behaviors of key publics, majority of
the current donors United Way of Norman has are deeply involved in the organization and are at
stable periods of their life, so their support for the organization is unwavering, even through
diversity. On the other hand, it seems that many non-donors of United Way of Norman are not at
the point to be consistent and loyal donors of a nonprofit, or have the knowledge to be.
From our findings, we have also included some inferential statistics. One being the more
familiar people are with United Way, the more favorable their perception will be. We then asked
ourselves if there is a relationship with gender and their likelihood to donate, considering that
73% of our participants were women. And lastly, that current donor behaviors are more stable, so
they are likely to continue donations in the long run, while potential donor behaviors do not have
the consistency to be loyal donors at the current time. These are all inferences we have been able
to make from conducting this survey.
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SOCIAL MEDIA AUDIT

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METHOD 3-SOCIAL MEDIA AUDIT

Overview

Conducting a social media audit for the United Way of Norman has allowed my research
team to further understand the United Way of Norman’s performance online. By evaluating the
United Way of Norman’s online performance, my research team is more equipped to assist in the
relationship between donors and the organization itself. Additionally, this will allow for the
United Way of Norman to establish new donors in hopes of them becoming long-standing
donors.

Facebook Instagram Twitter Youtube

Followers 3,952 1,246 2,128 48

Average Likes Per 15 13 6 132 (views)

Post

Frequency of At least once per Once every few Every few Around once
Posting day days; some days days a month
having multiple
posts

Type of Content Pictures with Pictures with Pictures of Videos that

Posted captions that captions that drive current donors highlight the
highlight current the awareness of repping the United Way
donors as well as the organization United Way of of Normans
the United Way’s Norman diverse
community efforts programs

Strategy To increase To increase To increase To increase

awareness and awareness and new donor awareness of
establish new establish new establishment the United
donors of the donors of the Way of
United Way of United Way of Norman
Norman Norman

The United Way of Norman’s website features a variety of innovative ideas while
encompassing their mission. The organization’s website specifically includes numerous statistics
as well as other types of interactive information. Additionally, the United Way of Norman’s
website has vast amounts of hyperlinks that allow website visitors to be taken straight to the
organization's social media channels, allowing for increased awareness. The website also
features numerous ways for people to get involved with the United Way of Norman, specifically
calling attention to the ways that people can donate.
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When looking at the United Way of Norman’s social media platforms as well as its
website, my research team is able to gain a further understanding of the organization. When
evaluating each social media platform separately, my research team is able to identify a number
of creative recommendations. When looking at the United Way of Norman’s social media
presence as a whole, the organization should identify their target audiences and post content that
is directly targeted towards them. Additionally, the organizations social media platforms appear
to have high amounts of the same content throughout, which can become repetitive for those that
follow the United Way of Norman on multiple accounts. Creating targeted posts to each public as
well as platform would be key to increasing the United Way of Norman’s engagement with both
current and potential donors.
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DISCUSSION &
SUGGESTIONS
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DISCUSSION

Major finding

Another major finding is that donors truly enjoy seeing the direct impact they are making
with their donation. What is their donation doing to help with the community? Where is their
money going? These are both major questions all potential donors ask themselves, and questions
which current donors continue to ask themselves. This was one of the most common findings
amidst all our research.

Positive impressions of the United Way of Norman, even during COVID-19.

Highly positive impressions regarding the United Way of Norman can be seen within my
teams’ in-depth interview and survey results. The in-depth interview showed highly positive
opinions of the United Way of Norman from all participants. In particular, one interview
participant reported that the connections within United Way of Norman are what help in the
organization’s impression management. My teams survey also showed a tremendous number
positive impressions regarding the United Way of Norman. The majority of current donor survey
participants reported that they strongly agree that ‘United Way is a positive influence in
Norman.’ In fact, over 79% stated that they strongly agree. Additionally, 65% of potential donors
strongly agreed that ‘nonprofit organizations are an important part of the community.’ The
results of these two research projects show that the United Way holds a great place in many
Norman residents' hearts.
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SUGGESTIONS

When looking at the United Way of Norman after conducting an in-depth interview and
survey, I am able to make a variety of suggestions to the organization. The key publics of United
Way should be further observed and surveyed as to their communication and donation
preferences. This can be done by canvassing demographics of United Ways key publics to
increasingly target each public. Then different communication methods can be used to target
different demographics based on their preferred methods of communication. For example, older
members of the community prefer to receive information and donation opportunities in the mail,
while younger generations prefer digital and social methods.

In regards to increasing the United Way of Normans awareness on a variety of

multimedia platforms, my suggestion would be to utilize Instagram, especially with potential
donors. My team's survey reported that Instagram was the most used social media platform for
potential donors. Facebook and YouTube would also be great platforms to increase postings as
survey respondents reported occasionally using these platforms.

After looking at the results yielded from both my teams’ in-depth interview and survey,
increasing email communications would be increasingly beneficial. While one interview
participant mentioned email specifically, a vast majority of survey respondents reported the
desire to communicate through email with nonprofits. Both the in-depth interview and survey
regarding the United Way of Norman also showed that the communication must be increasingly
personable. One interview participant specifically noted wanting to have increasingly more
personal communication between themselves and the United Way of Norman. The primary tactic
that I would suggest to idolize going forward would be to be personal in your communication
effort. This often leads people to feel more comfortable with an organization. Thus, allowing for
both current and potential donors to establish and strengthen their relationship with the United
Way of Norman.
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APPENDIX
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WORKS CITED

Boyce, C., & Neale, P. (2006). Conducting in-depth interviews: A guide for designing

and conducting in-depth interviews for evaluation input. Watertown, MA: Pathfinder

International.

Debois, S. (2019, March 8). 10 Advantages and Disadvantages of Questionaries. Survey Any

Place.https://surveyanyplace.com/questionnaire-pros-and-cons/

United way of norman |. (2021). Retrieved March 14, 2021, from

https://www.unitedwaynorman.org/

Wilson, D. (2021, February 3). Daren Wilson PRESENTATION. Retrieved March 14, 2021,

from https://mymedia.ou.edu/media/Daren%20Wilson%20presentation/1_kdqb8mxw

Secondary Research *As stated, all information has been concluded based on Mr. Daren

Wilson's presentation, all of United Way of Norman's website, prior knowledge, and

assignments, and conclusions we believe to be true based on this research.*

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