Young adults are a key demographic to target with messaging, not just for business, but for nonprofits as well. And it goes without saying that any research pointed at young adults should heavily incorporate mobile.
In order to encourage adults – including young adults – to volunteer as mentors, Big Brothers Big Sisters had options for messaging. They could play offense by highlighting the positives, both for kids and for mentors. Or they could play defense by dispelling false perceptions such as the program taking up too much time or costing too much money.
The study showcased in this presentation incorporated mobile into a new MaxDiff methodology to help Big Brothers Big Sisters hone their message for greater success.