1. Recommendation for Future Communication
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The results of our three research methods have enabled us to lend direction for future
communication to our client, the Virginia Commonwealth University Institute of Women’s
Health. If the IWH follows these communication objectives, we believe it will significantly
benefit them in their mission to provide outreach, research, clinical and educational services
to the Richmond community.
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We recommend the creation and maintenance of a social media platform, whether it be
Twitter or Facebook, to help our client interact with the publics and increase awareness
around fundraising and donation opportunities. Based on the principle of transparency
within an organization, social media will serve to educate the public regarding the mission
and activities taking place within the organization. These days, social media platforms must
exist for organizations to be successful in communication efforts. The more networking that
is developed and maintained, the more following the IWH will receive.
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It is Paramount PR’s recommendation, based on survey responses from the public, that the
IWH make an effort to participate in the community, especially VCU events centered around
health, to increase awareness of the existence of the organization. Participating in MCV/
VCU events will also foster and strengthen relationships with other campus organizations,
which will be a beneficial networking strategy for the IWH. With a connection to VCU
comes a chance to utilize Greek organizations as a partner in fundraising efforts, because
these organizations are the most likely of places for funds to be raised.
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Establishing two-way donor communications is also one of our recommendations.
According to our survey, 61% of participants would rather hear about fundraising
opportunities via social media, 45% through e-mail, 33% in-person and 22% via website.
While we feel this is helpful information, the formality of a letter will help the donor feel
appreciated, therefore encouraging future donations from those who donate large amounts.
Social media, e-mail, website, and in person opportunities should be utilized, but only as
supplementary to those who donate casually, and not continually. This is especially important
because the majority of participants, 28% would give only $10 a month to women’s health.
Due to this being a small amount, the supplementary channels of communication will be
most important to maintain for the client, and will reach the majority of donors.