INFLUENCE OF PROMOTIONAL STRATEGIES ADOPTED BY SLUM2SCHOOL ON PEOPLES PERCEPTION AND ATTITUDE ON THE NGO

Abstract

This study investigated the influence of promotional strategies adopted by Slum2School on peoples’ perception and attitude on the NGO, with the objectives to examine the extent of awareness of people about Slum2school, to assess the promotional strategies employed by Slum2school Africa, to investigate the level of awareness of people concerning Slum2school social media promotional strategies, and to examine the perception of people regarding the effectiveness of Slum2school promotional strategies. The study focused on the volunteers of Slum2school Africa, located at Lekki Phase 1, Lagos State, Nigeria; of which 50 were sampled for the purpose of this research work. Data were collected from the respondents through the use of a well structured questionnaire which was critically amended and approved by the supervisor before been distributed, and the data were analyzed through SPSS. Findings of this study show that the respondents heard about slum2school through different means such as from family/friends, schools, social media, and campaigns; and they are very aware of about slum2school and its promotional strategies. Findings also showed that slum2school social media platform which are facebook.com/slum2school, instagram.com/slum2school, twitter.com/slum2school, and youtube.com/user/slum2school are used by slum2school for their promotional strategies, and promotions are displayed on a daily basis on them and this promotional strategies has been effective. This study therefore recommended that NGOs should embrace the use of social media in planning their marketing communication strategies. Also, there should be real commitment on the part of organizations, especially insurance companies, to monitor the perception of people about them and their operations through the social media.