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

2. Channels Available to Sons of Norway Members Multiple Channels –Postal Delivery –Digital E-mail Downloads from Website –Telephone

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

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

5. 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?

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

7. 833 responses returned –30% response rate Response rate is high enough to make statements about the entire organization Results

8. Preferences for Financial Data

9. Preferences for Membership Information

10. Preferences for Fraternal Information

11. Preferences for Foundation Information

12. 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

13. 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 e-mail usage

14. Respondents Have a High Level of Trust in Hardcopy

15. Respondents Have a Low Level of Trust in Digital Channels

16. 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

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

18. Any Questions?