Questions for Focus Group:

Have you heard of Skyline Literacy?

What do you think of when you hear Skyline Literacy?
Who do you perceive our chief philanthropic competitors?
In what ways could you contribute to our nonprofit organization?
Are there any questions about our vision, mission, work or priorities that we have not answered?
To what degree do you use social networking like Facebook to connect with colleagues and friends (keep up
with family, children, grandchildren)?
How else do you stay connected?
Which social networking sites do you find the most useful, enjoyable?
How might we use social networking to connect with (fill in the group)?
What is the best way to connect with you?
Are there certain issues or causes you are especially interested in?
What are some key attributes or qualities a nonprofit should have for you to give your time or money?
What would prevent you for support an organization or would cause you to withdraw support?
How have you been involved with other organizations? What was that experience like?
As you think about the most satisfying volunteer experience you’ve had, what was key?
We would very much like to have you involved with us and would like to find the right match for your skills and
interests, may I share with you some opportunities that come to mind? What appeals to you? Why? (Why not?)
How can we get you more involved with us?
Would you be interested in helping us identify and engage others?
What one piece of advice would you give us as we plan our future

Follow-up Questions
1. How so?
2. Can you clarify that?
3. Can you give me an example of what you mean?
4. Do you have any questions about what I just said?
5. What specific results are you looking for?
6. Can you say more about that?
7. Did I understand you correctly when you said…?
8. Did I answer your questions
9. How did that come about?
10. What did that mean to you and your family?
11. How do you feel about that?
12. How strongly do you feel about that?
13. What do you think about that?
14. What is most important to you?
15. Are we in agreement?
16. Are you ready to move forward?
 Skyline Literacy is a non-profit organization located in Harrisonburg, VA founded in
1987. They are dedicated to promoting learning and literacy to local adults throughout the
Shenandoah Valley. Originally, their goal was to teach adults that needed help with literacy, but
they have since furthered their efforts to reach non-native English speakers in the area.
According to Angela, the Outreach and Engagement Coordinator, Skyline tutors on average three
hundred individuals annually from any one of their programs: Citizen Preparation, Basic
Literacy, Healthcare Information, Test Preparation, Computer Knowledge and English Language
Learning. Their main location is within Harrisonburg’s Workforce Center, but they also have
several satellite sites in the area. Through their teaching efforts, they have reached individuals
from over sixty four different countries (Skyline Literacy website).
Since learning styles differ between everyone, Skyline prides itself in providing
customized lessons through trained, well-educated volunteers. They also prioritize partnering
with other community organizations to deliver the best opportunities for learners. Skyline
Literacy is the sole affordable organization that helps with literacy and adult language learning in
rural areas. Although their mission is of paramount value and influence in the Shenandoah
Valley, Skyline Literacy is struggling to be successful. As stated within their mission statement,
“to provide needs-based instruction for adults in Harrisonburg and Rockingham County in
literacy, English, and citizenship, using trained volunteers” donations are critical, and volunteers
are quintessential to their purpose.
Their main issue has been attracting volunteers and donors due to their current low
awareness and low brand recognition in the community, particularly with James Madison
University students. This creates a huge opportunity for Skyline, because students could be a
valuable resource as volunteers. Skyline Literacy uses flyers as their main marketing device.
While that is beneficial in attracting learners, it does not create attraction for customers who may
volunteer or donate. Their website is the second most highly effective marketing device.
Although it is constantly being updated with information pertaining to events and lessons, it does
not benefit those that are unaware of the brands existence.
There are no competitors of teaching literacy in the area, but there are many non-profits
searching for donations and volunteers. Specific competitors with high brand recognition in the
area include Cat’s Cradle, Goodwill, and United Way ("Harrisonburg-Rockingham Nonprofit,"
2009). The greatest challenge about competing with these other local non-profits is their
inclusion in the consideration set of our target market. This recognition for competitors creates a
massive obstacle for Skyline, because local companies and individuals who are looking to donate
their time and money could pick a non-profit they are already familiar with. Skyline is missing
out on a large market of people that may be interested in their work, just by not being well-
known or having a clear, descriptive name.
Skyline Literacy has multiple strengths and weaknesses in comparison to their main
competitors. Their strengths include being a local non-profit founded 30 years ago with a
mission of helping people that others can feel passionate about. People are more likely to give
time and money when their offerings are clearly being put to use and the results are apparent in
the community. Their main weaknesses include a misleading logo that fails to properly identify
what they do, resulting in much confusion. The hours provided by Skyline Literacy are
inaccessible to working residents and students within the Harrisonburg community. This is a
prominent issue obstructing them from obtaining volunteers. Due to the current political
conditions in regards to immigration laws and restrictions, is important to be cognisant that some
members of the community may distance themselves from an organization advocating and
assisting immigrants towards becoming citizens.
The brand’s main consumers are volunteers and nominal donors. These groups will
require different marketing strategies, because their needs differ in regards to what they want to
get out of the interaction. Individuals who volunteer do so because they want to give back to the
community and help individuals. Those who donate in a monetary fashion often have busy
schedules, but still care about positively impacting the community. We believe these two
segments relay where Skyline Literacy is running into complications. They are currently
marketing their services toward individuals who are looking to be tutored, but are struggling with
supplying these individuals with the tutors. There is a direct correlation with their significantly
low brand recognition. Individuals who are willing to volunteer or donate simply cannot, because
they are unaware of Skyline Literacy.
Skyline primarily uses testimonials, events, referrals, and partnerships as tactics to
promote themselves. The current marketing mix scantily grabs the attention of a small
percentage of the segment Skyline is targeting. Most of the exposure for the nonprofit is
exclusive to those who know someone whom is part of the organization or lives close by.
Therefore, Skyline is not well exposed to all long time Harrisonburg residents nor the students at
James Madison University. Most consumers only learn about Skyline through voluntary
exposure and word of mouth, including some social media, since they do not advertise like a for
profit company. As stated by the Outreach and Engagement Coordinator, the highest contributing
factor supplying funds for overall operating income is their annual golf tournament fundraiser.
Skyline’s newsletter is one example of their opt-in programs to receive new information
through email for those that are currently aware of the organization. The perception of those who
newly learn about Skyline may see it as unorganized, through the reiterative nature of
information across all their platforms. Their social media efforts are of relatively high intensity.
Posts are updated frequently among platforms such as Twitter, Facebook, Instagram. The visual
aspects of posts primarily use green, yellow, and white colors and are text heavy. The format of
their messages is clear and easy to understand. They lack the accumulation of new followers due
to not understanding the nature of each social media platform as well as relying primarily on
word of mouth to raise awareness.
The affective interpretation by most individuals towards Skyline’s online content and
overall strategy is that of empathy. As most other non-profit charities, Skyline utilizes online
donations by implementing a button directly on the top portion of their webpage. Within the
donation page, the total amount raised is displayed at the top. A sidebar with specific donation
amounts describes exactly what the money donated will help pay for. Further down the page
there is a description of all the programs offered to learners, along with comments and names of
prior donors.
Donors may question the quality of their teaching programs as most volunteers do not
need a certification to teach learners. Skyline’s main service of teaching learners indulges in high
involvement learning since all the people attending the sessions are highly motivated to expand
their knowledge. Through operant conditioning, volunteers feel satisfaction by helping others in
the community.
In regards to the intangibility aspect of their services, Skyline uses testimonials from past
students and volunteers to differentiate themselves. It serves as credibility that their program can
vastly help others in the future. Testimonials serve as the organization’s main form of enticing
new volunteers to want to be part of the program. Other volunteer websites such as Cat’s Cradle
and Mercy House do not use such testimonials.
 Skyline’s marketing mix is primarily appealing to consumers need for affiliation. A
volunteer predominantly feels the desire to seek how to make a difference within the
Harrisonburg community. The one testimonial relating the experience of John [volunteer] and
Hewa [learner] explicitly states how they developed a satisfying communal relationship. They
also were able to fulfill their utilitarian needs of learning a new language (in Hewa’s case) and
committing to teaching someone a skill (in John’s case) ("Success Stories," 2017).
Cultural consumer reactions specific to the Harrisonburg community may be those of
being cooperative towards helping others. Harrisonburg is overall a small, friendly community
where many individuals are happy and willing to aid others and maintain such qualities within
the area. If Skyline were to cater to other communities, such as those in more populated areas of
Virginia, they may not receive a great reception due to lack of uniformity within larger
communities.
There are no strategies being used to appeal to different segments. Skyline caters to
individuals who fit into the general psychographic of wanting to help others and live within the
Harrisonburg community. When implementing a new effective strategy, they should focus
specifically on demographics such as college students ages 18-22 for volunteering and working
professionals above the age of 30 for donations.
When conducting our research we wanted to find out how to create better brand
awareness, brand image, and also boost Skyline Literacy’s online presence. It is essential to
improve on these aspects in order to improve the overall awareness of Skyline Literacy along
with bringing in more volunteers and donations. We primarily want to target millennials, and
more specifically college students. With James Madison University being at walking distance,
Skyline Literacy has a large concentrated group of people which could lead to a vast number of
volunteers and monetary donations.

In today’s day and age, it is nearly impossible for any type of business to get by without
having a website or digital application. Improving online presence is vital to be a successful
organization. We established the inclusion of a status bar on the main page of their website
would not only raise more awareness, but would increase the number of donations. In our
research we found that the website was hard to navigate and did not develop an interest in
potential volunteers.
 Many focus group participants had not heard of Skyline Literacy when inquired. One
almost unanimously comment stated that Skyline should come to campus and inform students of
who they are, what they do, and how the students can help Skyline. Both focus groups mentioned
the logo should have more clarity.. The idea of “trying to incorporate people into the logo”
(focus group 1 19:00) would assist in making their services clear and lead to a greater chance of
helping the surrounding community. Comments were also made about the website not being
user-friendly. An option to sign up to donate or volunteer should be one of the first things a
person should see according to those we spoke with. Most students who participated in the focus
groups use social media (mainly Facebook) for receiving news, as well as a channel to get
service hours. Most of the time they don’t even read flyers handed to them or those displayed on
bulletin boards.

The two focus groups we conducted consisted of three boys and three girls each. These
students varied in majors from: communications, SMAD, accounting, quantitative finance,
computer information systems and nursing. Their ages ranged between 20-22. Each session
lasted around 35-45 minutes. Both sessions were held in reserved rooms in the libraries on
campus with minimal distraction. We provided free pizza for both groups to facilitate
participation. Each group started out by everyone introducing themselves with their name, year
and major. We encouraged everyone to participate and had a brainstorming activity so everyone
felt comfortable sharing their ideas. In both groups we showed everyone the brochure and
website of the company and facilitated discussion on it.

The focus groups gave great insight; our findings concluded that everyone strongly
disliked the website and struggled to find information. All of the participants recommended
changing the name and or logo to increase awareness and popularity. It was also recommended
for the list of companies actively participating in fundraisers or those who had made large
donations to be put on the Skylines landing page. Along with better graphics the website should
be more strategically organized.

We believe that Skyline Literacy has both ample strengths, but also considerable
weaknesses hurting their overall success in regards to their marketing strategies. Obviously, it is
always tough for non-profits to succeed because of the unavoidable fact that they are going to
struggle with limited funds. With that being said, Skyline Literacy has immense potential to be a
successful non-profit, because they are fulfilling a substantial need in the area; teaching
individuals the ability to learn how to read and write. After conducting our primary and
secondary research, we were able to analyze our findings and adequately conclude what Skyline
Literacy is doing correctly and what needs improvement.
The brand is supported by a strong website including a donation progress bar and easy-to-
use interface. During our first focus group we discussed the website and asked participants to
describe positives and negatives about the page layout and donations tab. As they described the
positives, they all agreed the donation tab was well constructed and liked the inclusion of a
progress bar showing Skyline’s overall goal and current status. The main appeal for the progress
bar was allowing donors to directly see how their money was helping, which they believed
would result in more donations. A unanimous positive of the donation page was the ability to see
who has donated and how much if the individual donating chose to disclose his/her name. If an
individual is unaware of an adequate amount to donate, they are primed by the most frequent
donations posted. Unfortunately, Skyline Literacy is constantly changing their website.
Referencing our secondary and primary research, Skyline’s mission statement, “provide needs-
based instruction for adults in Harrisonburg and Rockingham County in literacy, English, and
citizenship, using trained volunteers.”, is compelling since it gives a strong sense of purpose and
commitment. Citing our secondary research in the article, What’s in a message? The longitudinal
influence of a supportive versus combative orientation on the performance of nonprofits, it is
critical that a non-profit words its mission statement to be supportive of the community and
individuals. Based on the findings from one of our focus groups, the donation page was the
aspect that was appealing from the website. They stated the donation page should be included on
the homescreen to increase donations and include more pictures of individuals being tutored.
There are many weaknesses that are hurting Skyline Literacy’s success. We have
confidence that we have the solutions to help them eliminate their flaws. The three main
weaknesses most affecting their success include their logo, operating hours, and overall market
targeting. When we asked each individual to look at the Skyline Literacy logo and describe the
company’s purpose, almost every individual was unsure. Even more confusion surfaced when
more than half of the respondents guessed it was a library. This is a significant problem for
Skyline. Not only do potential donors and volunteers lack knowledge of the company’s purpose,
but they are deceived by their logo into believing they serve some other purpose. We believe this
is one of the primary reasons Skyline is not successful. Those who are being exposed to their
marketing, already a substantially slim figure, are then confused by their logo.
Another big weakness that we as a group and those who participated in our focus groups
agreed on, was their poor hours. Skyline limits their volunteers greatly by having substandard
hours, as of right now they are open 9-4:30 from Monday-Thursday, which is significantly
hurting their success in the eyes of our focus groups and research. There are two main reasons
why Skyline should consider changing their hours, first it is making it very difficult for
individuals to come in and be tutored because that is directly conflicting with most job hours,
second for those who want to volunteer are more than likely looking for something to do after
classes or work and are not willing to miss work or class to just volunteer.
Finally, one of their biggest weaknesses is their overall marketing strategy is targeting
donors and volunteers. For example while we were discussing different strategies in our first
focus group and how they could improve these strategies, each member was confused as to why
they haven’t been exposed to Skyline Literacy in any form yet for the single reason that they all
were students at JMU. They felt that by not recruiting and giving presentations on campus about
volunteering at Skyline they were cutting their possible volunteers in half. Especially, since the
majority of clubs and Greek Life need community volunteering hours and are constantly
searching for locations to volunteer.
After reviewing Skyline Literacy’s current strategy and completing research, the main
focus of the Brand Consultation Project has become increasing awareness of Skyline Literacy
and increasing student volunteers from James Madison University. Our initial reaction to
increasing awareness was to increase the amount of large events that take place, which both
focus groups also recommended. While this has been considered, the overall goal of Skyline is
not being met with that approach. There are not enough employees or volunteers to plan large
gatherings, and the pay-off, whether that be awareness or donations, is minimal. So, rather than
focusing efforts on large scale events, we have decided to focus on two smaller, but more
beneficial concepts; creating connections on campus and revamping the logo and solidifying a
tagline.

As we have discovered through our focus groups and when meeting with Skyline
Literacy, the idea of becoming more apparent on James Madison University’s campus is thought-
highly by both groups. In order to do this, the first step would be to connect with departments,
particularly with Fraternity and Sorority Life, Community Service Learning, and Student
Activities and Involvement. These three departments will be more influential in connecting
Skyline Literacy to students due to their vast network of students they preside over, and those
students are more likely to be dedicated to Skyline’s mission and volunteering locally. After the
initial step of connecting with those and similar departments, we recommend directly contacting
organizations with similar missions, such as those that hold volunteering as a value, desire to
work in the teaching sector, or want to contribute to the Harrisonburg community.

The third recommendation in establishing relationships with students on campus is to

recruit Student Ambassadors that create a direct connection between students and Skyline. Since
word of mouth is so powerful, and frankly inexpensive, this will promote that word of mouth
idea and allow for students to put a face to the name “Skyline Literacy” helping to increase brand
recognition and increase chances of Skyline Literacy being in the consideration set of volunteer
organizations in the Harrisonburg area. We have concluded that this is an effective option over
the large events.

Our second focus for Skyline Literacy is to improve the logo, initial reactions are unclear
what the logo is portraying and rather than recognizing literacy, teaching or learning, that image
evoked responses of a paper printing company and library from our focus group.
Understandably, changing the logo can be difficult and affect those who have been associated
with the brand for a long time, but this is a necessary change to continue brand image and
increase awareness. One solution for an updated logo would be to include the mission statement,
or even a solidified tagline within the logo. When creating taglines, it is important to keep in
mind simplicity and clarity. One tagline recommendation is plainly, “Changes Lives through
Literacy.” This evokes the necessary emotion to drive people to volunteer and donate, while
explaining the purpose of literacy from the organization.
Appendix 1

Transcript: Focus Group #1

Participants: Andrew, Kyle, Maddie, Sara, Shannon, Tye

13:00-15:45

Tommy: So we came up with the idea of a 5k and I know other companies have done that before
in the town right down the street… um, would you guys participate in that or do you feel like it
would be a good idea to do. Because right now the only fundraisers they do, cause their many
problem is money being a nonprofit but they struggle more than most around here, I think its just
do to the lack of knowledge of what they are actually doing because who wouldn’t want to try
and help out someone trying to get their citizenship but would a 5k make sense or what are some
other ideas you guys could see? What would be a good idea?

Andrew: I feel like a workshop would be better than a 5k cause like if I was going to do
something for them I would want to be helping them out like volunteering like with something
that’s going to actually benefit them.
Tommy: Okay yeah. So when I say 5k so that we raise money to be able to them buy textbooks
and all that stuff.

Austin: I know we said 5k but what is like another idea that would help spread awareness and
hopefully raise more money.

Tommy: Right now all they do is a golf tournament and that’s great they raise a ton of money
that way but also not everyone plays golf…so that limits their market.

Maddie: I feel like if maybe they had representatives cause like JMU is probably like a big
resource for them. If they had representatives to like come to campus and maybe present to
classes and certain majors that might be interested umm just to get their name out there.

Tye: Are there any organizations that they have through JMU?

Tommy: No see that’s like the whole thing too….

Maddie: Cause I know I’ve had organizations come into my classes and people sign up and give
their information.

Tommy: And let alone we have the whole education major.

Maddie: I think that would be a really big resource if they could get representatives to come.

Austin: So you think coming to campus would make the biggest difference?

Shannon: or even organizations meetings (on campus) cause frats and sororities need so many
service hours.

Maddie: Right.
Tommy: That’s what I was talking about for credit so they can get hours for that. I also know
clubs even. We don’t need to get a certain amount of hours but the more hours we do for
organizations like this we get money through urec.

Maddie: I know if they came to my chapter that girls would definitely volunteer for service
hours.

Tommy: Yeah, so maybe on a different note now from volunteering. Do you guys donate to
organizations? Me personally I don’t do as much as i’d like to but it’s because I’m in college and
don’t have a ton of money. But like I mean do any of you guys donate.

Tye: I mean I have for Relay for Life

Transcript: Focus Group #2
Participants: Alyssa, Ben, Josh, Kendall, Kristina, Matt

[2:44]
Robert: Would you say your friends influenced you to volunteer? Did you seek it out on your
own?

Alyssa: I personally seeked it out on my own. I volunteered for Big Brothers Big Sisters.

Kendall: I am personally more coerced to do volunteer work with friends. I did the one intro day
at the RSPCA with the animals. I wanted to like it, but I don’t know about the institution itself.

Robert: Can you elaborate on the experience? Did you like the experience or not?

Kendall: I like the principle although the institution is a kill shelter which has pros and cons. You
have to have one day when pet the dogs or the cats through the cage… It seemed like too much
of a process.

Robert: How would you guys feel would be the best way to expose volunteer experiences for
JMU students in the community?

Kristina: I think presenting at organizations chapters is really effective because Madithon, the
community service event I do, we present at all the fraternity and sorority and clubs to reach the
students.
Matt: Another great way is to reach out to professors. I don’t know if you all have heard of the
strengthsfinder conference, I direct that. I present for hundreds of people at lecture halls. Word of
mouth is an effective way to gain students.

[11:02]
Robert: If you guys want to share some of the benefits you found from volunteering, that’d be
great

Kristina: Overall volunteering makes me happy and feel fulfilled with myself. I think it raises
awareness for causes that need it for example on children’s hospital. For madithon, we all set our
own goals. I set a goal of $1,000 at first I think I wouldn’t make it and when I did it made me
feel really happy. It felt cool to see the total that we raised. It was cool to see my own personal
goal.

Robert: Would any of the guys like to share what they found?

Matt: I went on an alternative spring break trip my roommate was hosting it in California. There
was an aids epidemic there. I got really involved in the cause itself, it transformed me. I view
community service better. Getting a group of amazing people helped my make quality friends.

Robert: So you felt a sense of belonging?

Matt: Yeah

[16:47]
Robert: What do you guys think of Skyline’s website?

Josh: The donate button is noticeable so that’s good.

Kristina: It looks like an ad honestly. It looks like something I would ignore.

Matt: There is no sense of flow within the website.

Brooke: Would this be something you would be interested in?

Kendall: Their front page doesn’t even say what they do. The about us tab should be the first
thing you see.

Matt: It just looks like a feed.

Robert: Pretend you know someone who volunteers at Skyline, give me a personification of this
person: interests, hobbies, major.

Josh: They’re an English major

Kendall: They’re a social work major

Kristina: They like reading.

Appendix 2
Objectives for Focus Group:

1. Do people volunteer and what makes them volunteer?

2. How can we encourage people to volunteer at Skyline Literacy over other places?
3. What is the current awareness of Skyline Literacy within this target market?
4. Would social media benefit the organization, if so how or how not?
5. What would create a satisfying volunteer/donation experience?
Questions for Focus Groups

1. How many of you have ever volunteered before?

2. How have you been involved with other volunteer organizations? What was that
experience like?
3. Based on you past volunteering experiences, what did you like best about it?
4. As you think about the most satisfying volunteer experience you’ve had, what was key?
5. Are there certain issues or causes you are passionate about?
6. What would make you want to commit to volunteering weekly?
7. Have you heard of Skyline Literacy? [if they say no, show logo]
8. What do you think of when you hear Skyline Literacy?
9. What could make someone want to volunteer at a place like this?
10. What would encourage a student to volunteer at Skyline Literacy?
11. When deciding to volunteer in the Harrisonburg community, who immediately comes to
mind?
12. How do students hear about volunteer and donation opportunities?
13. Would you choose to volunteer at a nonprofit that teaches literacy to people who can’t
read?
14. Why do you think most people don’t volunteer?
15. What inspires a college student to volunteer?
16. In what ways could a student contribute to a nonprofit organization?
17. What makes someone choose one organization over others?
18. What days of the week are you most likely to volunteer?
19. How likely are you to volunteer for a fundraising event or weekly?
 20. What are some key attributes or qualities a nonprofit should have for you to give your
time money?
21. What would prevent you from supporting an organization or would cause you to
withdraw support?
22. To what degree do you use social networking to connect with businesses/nonprofits?
23. What is the best way to connect with you? - Email, SM, phone (text or call)
24. Which social networking sites do you find the most useful? enjoyable?
25. How might we use social networking to connect Skyline LIteracy to the community?
26. What’s one piece of advice would you give us as we plan our future?
27. If skyline were to host a 5k, would you run/donate for their cause?

Appendix 3
 We showed our focus groups the Skyline Literacy logo and asked them to describe what
they thought it was.

This part of Skyline Literacy’s website was showing individual donors the amount that
their peers were donating. Focus group 1 thought this was an excellent idea that would increase
donations.
 The individuals in our first focus group recommended that Skyline apply some of the
promotional tactics that were used for the Relay for Life event on campus. These three photos
show some of the strategies they used including emails, a facebook page, and a page of rankings
on the event site.
References
 BOTNER, K. A., MISHRA, A., & MISHRA, H. (2015). What's in a Message? The
Longitudinal Influence of a Supportive Versus Combative Orientation on the Performance of
Nonprofits. Journal Of Marketing Research (JMR), 52(1), 39-55.

Chung, Elizabeth. “10 Marketing Lessons for All Nonprofits.” Best Practices, Tips and
Fundraising Ideas for Nonprofits, www.classy.org/blog/10-marketing-lessons-for-all-nonprofits/.

GOSWAMI, I., & URMINSKY, O. (2016). When Should the Ask Be a Nudge? The
Effect of Default Amounts on Charitable Donations. Journal Of Marketing Research (JMR),
53(5), 829-846. doi:10.1509/jmr.15.0001

Harrisonburg-Rockingham Nonprofit Search. (2009). Retrieved April 18, 2018, from

http://www.tcfuwhr.org/

Son, J. and Wilson, J. (2012), Volunteer Work and Hedonic, Eudemonic, and Social
Well-Being. Sociological Forum, 27: 658–681. doi:10.1111/j.1573-7861.2012.01340.x

SHIELDS, P. O. (2009). Young Adult Volunteers: Recruitment Appeals and Other

Marketing Considerations. Journal Of Nonprofit & Public Sector Marketing, 21(2), 139-159.
doi:10.1080/10495140802528658

Success Stories Skyline Literacy. (2017). Retrieved April 18, 2018, from
http://www.skylineliteracy.org/success-stories/
 Consumer Behavior MKTG 385
Dr. Gizem Atav
Group 14

Brand Consultation Project by

Robert Aparicio, Brooke Ducote, Austin Eacho, Tommy Stabile, Miranda Via