How to Communicate with Sons of Norway Members A Communication Channel Audit Erik Evans May 18, 2005 UST MBC Program

Channels Available to Sons of Norway Members Multiple Channels –Postal Delivery –Digital Downloads from Website –Telephone

The Problem Multiple Channels = Multiple Costs –Design –Conversion of format from one channel to another –Dissemination This depletes resources quickly

Research Question Do Sons of Norway Members Prefer One Channel Over Another?

I Wanted to Find Out Do members have an identifiable preference of one channel over another? Do preferences vary? –From one business area to another –Based on role of sender or receiver What are the reasons for preferences?

Methodology Surveyed 2,800 North American members Survey consisted of 36 questions All dealt with issues of preference, usage and trust

833 responses returned –30% response rate Response rate is high enough to make statements about the entire organization Results

Preferences for Financial Data

Preferences for Membership Information

Preferences for Fraternal Information

Preferences for Foundation Information

Preference is Clear Postal delivery is the clear preference –59%-64% preference for requesting –82%-85% preference for receiving Member’s position as sender or receiver affects preference

Channel Preferences Are Not Driven by Lack of Access to Digital Channels 66% have internet access at home More than 81% access the internet at least once a week More than 50% access the internet at least once a day The same percentages are reflected in home usage

Respondents Have a High Level of Trust in Hardcopy

Respondents Have a Low Level of Trust in Digital Channels

What We Know Do Sons of Norway Members Prefer One Channel Over Another? –Research question can be answered with a resounding “Yes!” Preferences are not based on low access to other channels Preferences possibly due to levels of trust

Recommendations Conduct more research on the issue of trust Build higher levels of trust in digital channels

Any Questions?