East Bay Coalition for the Homeless - Roger Williams University

Research Process
Research Objectives
Discussion with the EBCH staff suggested that the overall objective was to examine attitudes toward the EBCH. The
following sub-objectives were identified for the research with the EBCH and EBCAP boards.
1. Identify the organization’s current image.
2. Identify alternative messages to convey the EBCH’s story.
3. Assess current fundraising efforts.
4. Identify how best to communicate the new image.
Secondary Research
Before creating the survey, we conducted research about the EBCH as an organization. We reviewed the website, brochures,
and learned about programs and activities. Diane Smith, the Executive Director of the EBCH, and Amanda
Campopiano, Housing Coordinator, met with us to discuss the proposal and the organization’s information needs.
We also met with a former board member for a “second opinion” and to review potential survey questions. Finally,
we researched other Rhode Island organizations that provide services to the homeless. Importantly, we came to understand
that these organizations are competitors for dollars more than for than clients, as most not provide the longterm
housing case management as the EBCH does.
Research Framework
To address the objectives, we used the “hierarchy of effects” model as a framework for the research design. This framework
addresses EBCH’s concerns by employing different constructs to create a complete picture of relevant attitudes
and behaviors, beginning with awareness. An integral component of awareness is the organization’s image and the
story that EBCH tells about itself. Attitude models also guided the research, as they provided a structure for understanding
the perception of the EBCH and how attitudes might be changed. Another way to think about image is
through the lens of positioning, which addresses how an organization is perceived relative to others that offer similar
services. Finally, theories of involvement, image congruity and reference groups helped guide questions about how
engaged board members and donors are with the EBCH.
Using these frameworks as a guide, the following research questions provided the foundation for the survey.
How is the EBCH perceived
Is the perceived image desirable
What would the board want the EBCH image to be
What message would best communicate the EBCH “story” and attract donors
How do perceptions of homelessness and of the homeless impact the EBCH’s image
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