Filed under: N.P.D, N.P.D - Audience | Tags: brand development, branding, charities, future trends, young people
The idea of something new requires to predict the future. The future trends in this stage play a crucial role to realize the needs and the wants of your focus group. Your audience always is giving the solution to you. The only thing that you have to do is to be objective. You have to listen carefully their opinions and their beliefs. The translation of these information will lead you to define your brief and to start thinking for the new product which will fulfill the gap in the market.
I found a report which called “Future Leaders Survey 07/08″ which was published by UCAS and the Forum of the future. In this survey there are the results of 25.000 responds of students who study in U.K. They mentioned their opinions about the future of Universities in U.K., what they believe about the politics and how their behavior will impact in the future.
The results of this survey showed that young people believe that a good job in the future will provide them happiness. The good job, which means good salary and friendly working environment, is a basic factor to have happiness in their lives. Also they believe that in the future will be an option to travel abroad to find a job. The globalization plays a very important role in our lives and the next generation knows that it is going impact more and more their lives. Finally they mentioned that the internet is going to be the unique medium of information. In the future, more than these days, the internet will be the medium for everything that they need. Social Networking like facebook and the platform like Youtube are two particular examples which shows this trend.
As a conclusion, the next generation realizes that the future will be very competitive and the high education (skills, degrees, masters, languages) is going to be the most powerful and useful tool for them.
http://vasgrav.files.wordpress.com/2008/06/futureleaders0708.pdf
Filed under: N.P.D, N.P.D - Audience | Tags: Arts, branding, charities, design, volunteering
The area of the charities presents a big problem. People trust less the charities than before and at the same time they found them boring and old-fashioned. This is one point that charities cant engage with young people. But young people are the hope for the future of charities. Young people believe that charities have the power to contribute to society and to change the conditions in a better way. But the problem is that charities can not approach young people. The services and the applications that they provide to them cant cover the needs and the wants of this group.
To make donations is something difficult and impossible for the majority of young people and the volunteering is the only way to support them. So in this phase I created a questionnaire about the volunteering. It was published in Bath Spa University and the sample are 300 students (16-25 years old). The questionnaire was divided in two parts. The first one was for people who are not volunteers and the second who are. The reason that I created this questionnaire was that I need to realize the needs and the wants of my focus group. What are their opinions about the volunteering and what do they expect for this area.
http://vasgrav.files.wordpress.com/2008/06/surveysummary_040720081.pdf
From the first questionnaire which was for people who are not volunteers the results showed me that main reason is the time. Young people they dont have enough time to spent for volunteering. Studies and working are the two basic reasons who spend they time. But on the other hand they mentioned that if they had the opportunity to be volunteers they would prefer to learn skills through this experience. This point shows that young people are not interested in the way and the image of the volunteering these days. They need to spend the only free time that they have in something more useful about their life. Of course the cause and to help people is the first priority t be volunteer but if we see again the results of the “UK Giving 07″, we conclude that it is not enough for them.
http://vasgrav.files.wordpress.com/2008/06/surveysummary_040720085.pdf
The second questionnaire was for people who are volunteers and the spotlights of this research showed that charities need a better communication system and also a better structure. About the communication, the responders mentioned that they were informed about the volunteering with the word of mouth. This means that charities dont have a good communication system to transmit their actions. Also they mentioned that they found difficult to leave a charity. They have the feeling of working.
The evaluation of the information leads to realize what exactly young people expect through the volunteering. We are in a nodal point which means that we talk about a new generation of volunteers. To build a wall, to carry a table or to give prospectus in the streets are not something exciting for the next generation. They need something more tangible. Something relevant with their skills….
Filed under: N.P.D, N.P.D - Audience | Tags: Add new tag, art, brand development, branding, charities, design, volunteering
Young people during the surveys showed me that are the most positive group which believe that charities can change something. But there are evidences and especially surveys which prove that young people are the least group likely to donate and to be volunteers.
NCVO and CAF published an survey which called “UK Giving 2007″ and it includes results about the volunteering in U.K. There are many information which showed the behavior and the attitude per gender and how social events impact in their life.
The summary of this survey showed that women and a group aged (45-65) are the groups who most likely to donate and to be volunteers. On the other hand, young people are the group with the lowest support in the charities.
So here we have a question: Why young people, the most positive group for the charities, support them less than the other ages.
The answer for the donations is simple. Young people are students and so it is difficult for them to contribute to charities with money. So the only way is via the volunteering. But at the same time, young people are the lowest group who are volunteers. Why????
Filed under: N.P.D, N.P.D - Audience | Tags: Arts, branding, brands, charity, design, volunteering
The magazine Third Sector in 26th of March 2008, was published a survey about the trust of the charities. It is an annual survey of 1.000. The results of this survey shows that people trust the charities less than the previous year. Especially it is dropped 9% down than the previous year. That means that 2 in 5 adults trust the charities.
Also in the most positive group is young people (16-25), who trust charities and they believe that charities can change something in the future.
