Filed under: N.P.D | Tags: Arts, branding, brands, charity, design, volunteering, young people
When you start to define your territory is the first view to understand what happen in this area… What is the product, the competitors, the audience… Everything which be relevant to your territory… The research is the first stage to realize your area and to start thinking what maybe is the problem, or better the gap in this market…
I strongly believe that all the markets have “gaps” and this is the only way to go on, to adopt the trends and to development their profiles… The most common mistake is to define what is the “gap”… The only way to succeed is to look deep in your research… The answer is in your hands but you have to be rational and to look objectively the informations that you have already collect…
In my area, “charities in UK”, I collect many informations like financial reports, annual reports and social demographic statistics, which all of them describe with numbers this territory… When I evaluated more these informations, more and more questions were born in my mind… And this is the point…If you have a questions and you need an answer, you are in a correct road to find a gap and to try to fill it… Some of my questions are: Why people prefer to donate than to be volunteer? Why they prefer to give money in medical research than in human rights? Why young people are the lowest group which take attention in charities (donation and volunteering)?
So the result of these questions is that I found a gap in this area:
Young people (16-24) they dont give so much attention about charities….like the other age groups? But WHY???
Giving Money: It is obviously that young people are not employers, and if they have money they prefer to spend them in different interests (food, clothes, entertainment…)
Volunteering: Young people dont volunteer because:
NOT
- dont have enough time
- bureaucracy
- dont have the essential informations (poor communication)
- worried about the risks
- dont get the right skills
- they feel that charities are not well-organized
- wouldn’t be able to stop once get involved
- volunteer is becoming too much like paid work
Why young people prefer to volunteer?
YES
- help people
- cause is important for me
- learn new skills
- enchaining their employment prospects
- meet new friends
- satisfaction about the last result
- better position in the community
So…Combine them and look what the young people want????
Your audience has the answer…listen them!!!
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