Analysis
Analysis: Social Media Marketing for Small Groups
The single moms support group at St. Luke's Methodist Church is wanting to better advertise their group in order to gain more members. The church as a whole is very large and well known in the Indianapolis area, but the support groups they offer are quite the opposite. As a team, we decided to identify the best social media platforms to advertise the group, as well as finding the best ways for single moms to learn about the group.
Using Social Media to Advertise Support Groups:
Our team got together and decided that we needed to find the best ways for single moms to learn about the group using social media. When we met with our client, Laura Marine, she told us that the most effective way to gain members to their group so far has been a personal invitation to the group. As a team, we knew that we needed to find a platform that would be effective in getting the support groups message to single mothers without having to personally invite them all. We compiled some research about the best social media platforms for small groups. We looked into Facebook, Instagram, and Twitter for this specific project.
We also decided to use our local study to ask single mothers what the best social media platform for them to learn about the support group. Our survey received 64 responses and 63 of them responded to my question. My question was “What social media platform would be the best one for single mothers to learn about the group/ join the group?” Out of the 63 responses, 58 of the single mothers said that Facebook is where they would most likely see things about the group. Our hope as a group was to have one platform that outweighed the others and we are glad to see that it happened. Overall, 92.1% of the respondents would see advertisements for the group on Facebook.
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The Most Effective Social Media Platforms:
While compiling research we found information on multiple different social media platforms and how they work for small groups/businesses. "Facebook offers businesses a plethora of opportunities: from Facebook pages to Facebook ads, this social media platform has unparalleled reach" (The best social media platforms for small business 2020). This wasn't the only source that showed that Facebook is a good platform for groups. James Scherer, stated "Facebook is a fantastic way for businesses to drive quality traffic and engagement" (Peters, 2020).
Not only Facebook is a good platform, but so is Instagram. "Visual-centric, Instagram is perfect for businesses looking to offer products or services geared toward millennials and teens" (The best social media platforms for small business 2020). Deborah Spooner also thinks that Instagram is useful when marketing for your small groups. She explained that Instagram stories are very useful because "You can start a poll to survey your followers to see which topic they’d rather study as you prepare for what’s coming next in a group" (Spooner, 2019).
On the other hand, while researching social media platforms, we found that Twitter wasn't as good of a platform for this project. "Popular among younger crowds, Twitter is great for businesses that could benefit from “going viral,” as users interact in real time and retweets can add up quickly" (The best social media platforms for small business 2020). Since our client isn't looking to go "viral", this wouldn't be the best option for marketing her group.
What Our Research Means: Facebook Groups
Throughout our research, the team found that the most effective way to market to small groups would be to use Facebook. Since the single mothers that are likely to join the group aren't likely below their 20's, Twitter wouldn't be a good platform to use to gain members and advertise the support group. Our research shows that the best platforms for marketing small groups are primarily Facebook and Instagram. Our survey shows that the best social media platform for single mothers is Facebook. This is where we focused our recommendation.
Analysis: Facebook Groups Catering to Single Mothers​
The St Luke’s Single Moms Support in Indianapolis is looking for a more effective way to reach out to people looking to join a group like theirs. While these support groups are not entirely uncommon, quick research shows there none appearing in the Indianapolis area. Our client’s group is in this area; however, it is very hard to find. Together as a team we agreed that finding out what people looking to join these groups want out of a Facebook page is the best option for increasing membership and engagement.
Facebook Content: Applicable to Single Moms
Together as a team we decided that social media would be the best platform for connecting members of this group. After meeting with our client, Laura Marine, she informed us that she currently has a Facebook page, and it has proven to work with connecting members of the group. However, it is not used much and only has a handful of members. It is also impossible to find on your own as it is a private invitation only group. Furthermore, we decided to research more into what makes a successful and engaging community within a Facebook group. The best Facebook groups are those that offer value to you, in which you engage and build relationships with fellow members.
We also decided to use our local survey to ask single mother what type of posts they would like to see on said Facebook page.
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How to Create an Engaging Facebook Group:
While researching data on social media, we found useful information relating to running a group page on Facebook. “All group posts will show up in the group feed, and have the biggest emphasis is on interaction.” (Gotter, 2020). Ana Gotter claims that group-oriented posts have a big positive impact on social interaction among a page. Megan O’Neil agrees with Gotter by saying “Group content tends to inspire a lot of conversation. Communities on Facebook are becoming increasingly active and vibrant.” (O’Neil, 2018)
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The posts on the page are not the only thing that makes a group feel comfortable and encouraging posts/discussions. “Having a closed group can make it easier to moderate the group and can make members feel safer posting in a controlled environment. This feeling, in turn, helps to keep the attitude within the group respectful and positive” (Hodgkinson, 2021). Neil Patel also agrees with Rivka Hodgkinson. “When someone gains access to a closed Facebook group, they feel a sense of exclusivity. Not everyone gets to join it. Not everyone is selected or accepted.” (Patel, 2019).
Our Research Means:
Having completed our research the team collectively found that the best platform for our client would be Facebook. Within Facebook the most effective platform would be the Group section. Within that Facebook group they would like several features: group discussions, announcements, and information relating to meetings. Our research shows that a private and visible group page would be the best option. Making it private and visible will allow people to search and find it but not have access till admitted to the group.
Analysis: Growing Single Moms Support Group Membership
We sought to find the most effective way to market the single mothers support group that best appeals to single moms in the Indianapolis area. We discovered that St. Luke's Single Moms Support Group could grow membership by exploring different meeting times, delivery methods and emphasizing conveniences already available.
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Effectively Marketing the Group:
Our team sought to find how to cater to single mothers' busy lives to grow membership effectively. To better understand the main contributors that prevented single mothers from joining support groups, we surveyed single mothers from different local "mom groups" on Facebook. One question regarding issues that keep single mothers from joining support groups looked at availability and timing concerns. We found that attendance is highly influenced by childcare availability and having a lack of time, specifically on certain days.
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Attendance is Highly Related to Availability and Childcare:
Of mothers who answered our local survey, 24.4% wanted to attend meetings, but having them scheduled on weeknights made it inconvenient or impossible to attend. In comparison, 7.8% who wished to attend said weekends were problematic. Jennifer Maggio, the founder of The Life of a Single Mom Ministries, explains, "Maybe you've always had your single moms support group on a Sunday morning or a Wednesday night, because that's when all the other Bible studies are meeting. Maybe that was convenient for you, because the church was already hosting childcare during those times." Instead, she suggests, "Consider changing your meeting days to weekends (preferentially Friday nights or any time Saturday). Consider changing your length of meetings to be no more than an 1.5. Consider changing the structure of the meetings. (30 minutes fellowship & food, 30 minutes teaching, 30 minutes discussion time)" (Maggio, 2013). This being considered, a change of meeting date may enable more moms to find time to attend meetings.
We also found that 41.1% of those who answered our question relating to availability claimed they wanted to attend but could not find childcare. Since childcare is currently offered during group meetings, this data is potentially good news to our client. Furthermore, making the service more widely known offers significant potential for more members to join the support group. Visiting associate psychology professor at Dartmouth, Dr. Robert Santulli, claims that one of the most common reasons people are reluctant to join support groups is because they feel as though they cannot make time or get away. He explains, "You may feel you are not able to leave your loved one home alone while you attend a group, and don't want to hire someone, or to ask a friend to help so you can attend a group. But going to a support group is one of the most important reasons you can have to ask a friend or family member to spend some time with your loved one" (Santulli, 2015).
When speaking on support groups for family members and caregivers of people with Alzheimer's, he claims, "make sure that the problem is not simply that you are too reluctant, or too embarrassed, to make the request. A crucial task for every Alzheimer's care partner is to become comfortable asking others for help. You simply can't do this job alone" (Santulli, 2015). Having a service where people don't have to ask for favors or help increases the likelihood of new members joining. It takes out a potential barrier preventing new members from joining.
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Our research means:
Understanding what prevents single mothers from attending meetings is vital when developing marketing strategies. After collecting our research using databases and our local survey, the team came up with different ways to reach our target audience and effectively promote the single mom's group. Our research has found that highlighting services, such as free childcare, that enable single mothers to attend meetings increases single mothers' likelihood of joining the group. Additionally, exploring different meeting days might be worth looking into for the client. This research influences what strategies are employed when marketing the group to new members and is therefore essential for our client.
Analysis: Marketing to Support Groups
The single Moms Support Group at St. Luke's Methodist Church is always looking for ways to reach new single mothers and increase their group. Not only do we want to attract more members but also keep the ones that are attending now, as well as eliminating those false statements about support groups.
Current Forms of Advertising:
The client, Laura Marine, explained to us during our meeting that she has some trouble maintaining members as well as getting new ones. So for starters we had to do research on that and see what is causing those problems as well as seeing if it is just a scheduling issue. The team wanted to further investigate and see how the client could make the meetings better situated for everyone as well as engage with new people to get them to come to the support group. The team looked into several resources as well as LifeOfASingleMom.org that was supplied by the client, to see how we could benefit the support group within the community.
Benefits of Support Groups:
While doing some research we found out that a lot of people do not make an attempt to join a support group because of all the different things they hear about them. They hear all these misconceptions about them and don't truly give them a chance. In an article written by Mary Ellan, she states, "I had some ideas about support groups that weren’t true. I thought I would have to share everything I was thinking. I thought that others might judge me. Perhaps they would talk about me behind my back or tell others what I had said. Maybe the other members of the group wouldn’t like me." (Support Groups: A Powerful Wellness Tool. Wellness Recovery Action Plan® (WRAP®)) I believe this is what a lot of people tend to think of when they hear of support groups and could be the reasons for them not going. Support groups are meant to be a safe place. A place where one can feel comfortable sharing.
David Susman wrote a piece on how beneficial it is to attend a support group. In his article he states, "This can be a very therapeutic and healing experience, particularly as you find that others in the group will listen non judgmentally and will praise you for your openness and courage" (Susman, D. (2019, November 3). 9 Benefits of Support Groups: Advocating for Better Mental Health. Advocating for Better Mental Health) We need to find a way to try to get rid of the misconceptions of support groups in order for people to be able to come and feel comfortable sharing. In doing that, we can hope to see an increase in members coming and staying.
Our Research Means:
After doing research, the team was able to come up with ways that would reach our targeted audience better and be able to keep and gain new members to the single moms support group. From the research we found that creating business cards as well as making pamphlets would attract more people. As well as engaging with the individuals to really see what kind of support they are seeking. In doing that, we hope that we are able to keep them coming back to the meetings.
Analysis: Retaining Single Mothers in Support Groups
The single mom support group at St. Luke's Methodist Church is struggling to retain the single mothers during their hectic lifestyles. This support group typically has a small number of attendees. As a team, we are trying to find the reasons behind why moms do not attend the group and what we can do to make the group more inviting.
Reasons to Stay in the Group:
As a single mother, hardships occur often and impact not only her but also her children. Financial situations are typically the biggest problem for single parents in general. It's difficult to be a full-time worker and full-time parent with no help all at once. It is a very exhausting role to play without any help. This is where the single mom support groups come in. They can help these moms feel a sense of security and belonging. According to Amila Gamage Wickramarachchi, these support groups can provide financial assistance, support systems, new child care options, and a chance for a social life. These groups allow for the moms to grow financially and mentally with the support of other single moms. We know that moms have knowledge about these groups, but most of them aren't aware of the potential these groups have to offer them.
Keeping Attendance High:
One of the negative aspects we have discovered from some of the support groups is they lack keeping the moms' attention. Many groups do not provide opportunities for the other moms to mingle with each other, which can lack the supportive part of the support group. Also, groups should not force moms to speak up about their situations in front of the other members. They need to feel comfortable with the information they share. As a support group, these situations and feelings should be avoided in order to maintain a sense of belongingness.
According to Kevin Hall, there are multiple ways to retain group members. We discovered that the group should be able to be described as intentional, safe, and practical. The meetings should be planned and have a clear focus on what the moms want to accomplish. The moms should also feel welcome to the group without any pressure being put on them. The actions and plans for the group also need to be achievable for the mothers and not over the top. The group needs to stay mindful of their goals and limitations. After a few meetings, groups can also continue mentioning reasons on why the moms should stay in the group, and allow time before and after the meetings for the moms to talk with each other. Members who share their situations with each other tend to stay connected and can help support one another.
Analysis: Reasons for Joining and Leaving Support Groups
The role of support groups for single moms cannot be understated, so as a team, we set out to identify ways and means that we could use to keep single moms in support groups because of the benefits they would reap in staying in one.
A Need for Support Groups:
The group was interested in finding out how to make single moms stay in support groups. The reasoning behind this idea was brought about by the various benefits that a single parent, especially a single mother, would reap from joining a support group. Leaving a support group would be a disservice to the single mom, therefore the need to have them in support groups. According to Ellen L Lipman, a professor at the Department of Psychiatry and Behavioral Neurosciences at McMaster University, "Lone-mother led families are at increased risk of psychosocial disadvantage, social isolation, and mental health morbidity. Community-based programs are more accessible for families seeking assistance."
As Lipman points out the various risks that single moms go through, it is crucial for single mothers not only to enroll in support groups and stay in the groups. Participating in groups, according to Lipman ensures that single moms get to discuss and get help for their financial and mood problems. Meghan Kenny, a researcher for Offord Centre for Child Studies, agrees with Lipman and adds that " Participating in support groups and sharing experiences for social isolation, stigma, a sense of failure, poor relationships with their children and difficulties with financial management" are some of the problems that single moms get help within support groups.
Reasons Single Moms Leave Support Groups:
One of the negative aspects of support groups that we found out from the research was pointed out to us by Alison Stine, a reporter for the Washington Post who wrote about the current coronavirus pandemic and its effects on single mothers. In her article, she highlighted one of the plights of a single mom where she said. "The coronavirus pandemic, perhaps like no other emergency in recent times, has exposed the lack of infrastructure, support, resources, and care for the most vulnerable among us, including single mothers." The lack of support groups for single moms speaks volumes of the leadership coordination of support groups that do not attempt to reach out to struggling single mothers to offer support.
According to an article by Huggies on single parenting and support groups, the article points out that, "Common interests and experiences unite single parents and bring together individuals who may not ever have normally met. " Even though joining support groups seems like the right thing to do for single parents, some single parents gave out their reasons for not joining support groups, such as not being interested in groups, groups not being their thing, or not being able to find a group that meets their needs. Although single moms are having a hard time staying and joining support groups, the group's recommendations were to address what we found out about single moms not staying or joining support groups. In conclusion, a successful group can provide the same benefits as a united family. For a single parent with children with no immediate or extended family, a group and its members can help fill this void.
Analysis: Ways to Increase Budget for Support Groups
The single moms support group at St. Luke's would like to offer more resources to current and future women who may attend. As the group is under a church ministry, there are limited ways that the budget could be increased.
Alternative Budgeting Strategies:
After discussing some budgeting strategies, it became clear we would be limited to the typical church fundraising strategies which would be donations and grants. With this in mind, we ask mothers in our survey what age group of children would be taking part should the group offer free childcare. Different age groups have different needs, so depending on the children that would be attending there may be different costs and adjustments that will need to be made to the budget. Additionally, there may already be local groups in the community with similar focus that may be open to working together in a partnership to address the needs of single mothers in the area. For the survey, we inquire about childcare, which is an example of something that can be divided and arranged between two ministries with the same goal.
We ask single mothers that should they be interested in free childcare to facilitate their attendance, what is the age of the children that would participate?
Funding the Group: Grants and Donations
Funding for the church can be achieved by applying for grants provided by people who aim to help churches or single mothers. For example, there are currently federal grants that churches can apply to in order to supplement their income. There are requirements to be met in order to be eligible, but it is an option that would be in accordance with the current budgeting methods at St Luke's. Aside from grants the church can increase their regular church donations by informing the parishioners of the group and its mission. In Funding ministry with five loaves and two fishes, the author emphasized the benefits of informing church members what the money will be used for. This way, people will be more inclined to donate, as they can better support causes that align with their values. Furthermore, in raising awareness for donations, attendance could go up.
After conducting our survey, we found that the largest groups of children were in the toddler, preschool, and preteen/teen age groups. Additionally, we found that there was another church in Indianapolis that has a ministry for single mothers, and that despite its connection to a church, it is open to everyone who wishes to participate. Picardo says, “effective ministry looks to other churches...., and even the local government for possible partnerships. This saves resources and can multiply the influence of a church, so long as the partnerships line up with vision and mission.” In a meeting, Laura expressed that we should look to other groups, and ask them for advice that we could use to promote the group at St Luke's.
Our Research Means:
This means that we can begin arranging ways to communicate within the church in terms of fundraising and donations, while also doing research for donors who may feel strongly about this topic. Federal and private grants are also a recourse that could be beneficial to implement financial aid for mothers should it be needed. This also means we could shift into looking for other similar groups and organizations that may be willing to share resources or even provide grants if it is a mission, they also believe in. It also allows us to reach out for advice in terms of organizing free childcare because the group, Rise Church Single Mom Ministry, already offers free childcare. This could be helpful to St. Luke’s because the survey results being all across the board means running several childcare groups in order to provide adequate resources to the children.