East Bay Coalition for the Homeless - Roger Williams University

Executive Summary
This report discusses the development and analysis of a survey that is the first step in the process of assessing the East
Bay Coalition for the Homeless’ (EBCH) brand and current image. Data from this study will later inform a marketing
strategy to increase awareness and funding for the organization.
This survey targets the EBCH and East Bay Community Action Program (EBCAP) boards. The process started with
secondary research, establishing research objectives, and drafts of test surveys. A final survey was distributed to both
boards, allowing researchers to use a census method when collecting and coding the final data.
Key findings include:
1. A lack of awareness regarding EBCH is as predicted.
Board members believe there is a positive perception of the EBCH among the very small population within the
community that is aware of the organization.
2. The current marketing strategies are not effectively telling the “EBCH story.”
3. Future marketing strategies can build on the EBCH’s strengths of a dedicated staff and board.
4. Future strategies might also take advantage of the EBCH’s special niche in the Rhode Island
service-to-the-homeless community: the provision of services to create independent families who can move forward
without needing continuing support.
The class working for EBCH during the spring semester will finalize community and donor surveys and then use the
results from all the surveys to develop marketing strategies to build the EBCH brand image and to increase donations.
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