Name

Abiodun Adebolu

Huijia Chen

Yifang Li

Yimin Pan

Yuanyuan Li

The consultancy project

How international students can raise funding for Sheffield Cavendish

Cancer Care

Tutor’s name

Nicholas Jordan

Course title

MSc International Events and Conference Management

Date

December 16, 2015

2

Content

1. Introduction ......................................................................................................................... 3

2. Secondary Research ............................................................................................................ 4

2.1 Cavendish Cancer Care ....................................................................................................... 4

2.2 International students .......................................................................................................... 4

3. The Primary Research ......................................................................................................... 6

3.1 Questionnaire Research Technique ..................................................................................... 6

3.2 Research Findings and Analysis ......................................................................................... 7

4. Proposal analysis .............................................................................................................. 13

4.1 Discussion ......................................................................................................................... 13

4.2 Recommendations ............................................................................................................. 14

4.3 Planning analysis & Marketing ........................................................................................ 16

4.4 Future events ..................................................................................................................... 17

5. Conclusion ........................................................................................................................ 18

Reference list ........................................................................................................................... 20

Appendices ............................................................................................................................... 22

A. Questionnaire form ........................................................................................................... 22

B. Part One: The result of characteristics .............................................................................. 24

C. Part Two: The result of views on a charity event.............................................................. 25

D. Part Three: The result of attitude toward a charity event ................................................. 26

E. Part Four: The result of future .......................................................................................... 28

.

3

1. Introduction

This report is a collaboration research between a charity organisation and an academic

institution, involving postgraduate student of International Events and Conference

Management, Sheffield Hallam University and Cavendish Cancer Care Sheffield. The

research explores the level of general awareness of the organisation within Sheffield and its

immediate environment using international students as case study for this research. The group

is expected to develop a relevant approach which will help to increase awareness for the

organisation in the institution and among international students.

The group of five students carried out this research, Abiodun Adebolu, Huijia Chen, Yifang

Li, Yuanyuan Li and Yimin Pan.

Abiodun Adebolu- is a Nigerian with first degree in History and International studies. Trained

broadcaster at Radio Nigeria, taking position as on air personality (OAP) presenting

programme and delivering News both morning and evening shift in total of 6 hours or more.

Huijia Chen, comes from China with sports industry management background, taking part in

Union Cycliste International (UCI) in Hainan Province as internship and then working as a

scheme planner in a media company.

Yifang Li comes from China with three years’ work experience at Real Estate Company in

China.

Yuanyuan Li is from China, with first degree in Environmental Design and worked at

Landscape Company as a landscape designer in Beijing, and then served as executive

assistant in a wedding company.

Yimin Pan comes from China with first degree in Japanese and double degree in Economic.

She has worked for 4 years as translator/interpreter, personnel staff and film issuer separately.

4

2. Secondary Research

2.1 Cavendish Cancer Care

The charity organisation located in the city of Sheffield, dedicated to individual living with

cancer to help improve their quality of life. This service carried is out provided free of charge,

supporting patient emotionally by providing complementary therapies and counselling

career-wise and family. CCC relies on volunteers and donations from the people of the

community and beyond.

CCC is an independent local charity based in a listed building on Wilkinson Street, which

was official open in 1997 by Prince Charles. Comprising of a small team of professional 10

staff and 31 therapists and assessors who all work on a self-employed basis, supporting

people affected by cancer in Yorkshire and Derbyshire. The organisation became registered in

1992 through the support of Duke of Devonshire.

There is a working relationship between CCC and NHS, who provides yearly financial

support to the organisation, the grant which they echo only keep the organisation going for

only three weeks yearly considering the fact that it is not an NHS organisation. Financial

constraints is part of the challenges facing CCC to keep the organisation running as the

number of people visiting doubles in recent time. Forecast in number of individual visiting

CCC requires that the organisation needs to generate 1m yearly by 2018 to meet up with the

good course it has started. The financial capacity set limitation to the organisational

development to promote the charity organisation to the community and general public

awareness of it.

2.2 International students

Sheffield is a city with over ten thousand (10,000) international students from universities

based in it. Sheffield Hallam University have a percentage of 4,085 students from overseas,

with 40 per cent non-EU students from China, 27 per cent from Malaysia and six per cent

from India (SHU 2015).

International students from University of Sheffield are in average of six thousand five (6,500)

5

from over 115 countries (UOS 2014). International students in Sheffield are worth over one

hundred and twenty million (120 million) (BBC 2013) most of who are averagely under the

age of 30.

The biggest single population of these overseas students is Chinese, and general oversea

student's fees are about £104.5 million to Sheffield Hallam, Sheffield University and rest of

the institution. Meanwhile other expenses like food, accommodation, transportation and

entertainments cost the international students over £99 million during the study period (BBC

2013).

The postgraduate's student's studies last between a year to four depending on if it is master's

degree of PHD. While the undergraduates last for a period of three to four years. If these

international students are well informed about CCC during their studies then it will serve an

avenue to render humanitarian service to the community when not studying. Sheffield MP,

Paul Blomfield reaffirms the contribution of international students in provision tens of

thousands of job opportunity for universities town, and city across UK

(SHEFFIELDTELEGRAPH 2013).

This report will critically explore the challenges facing Cavendish charity organisation in terms

of public awareness among overseas students, limitations to it financial capacity to sustain

services provided to people living with cancer in South Yorkshire, Derbyshire and

Nottinghamshire. There is a graph that says if you want to improve something that is already

good it costs a lot of money to obtain further marginal improvement (BROCKBANK,

MICGILL and BEECH 2002). Therefore, a questionnaire survey was deployed to understand

these challenges, and a solution was recommended that will significantly improve the present

status of the organisation, promoting it brand among overseas students.

6

3. The Primary Research

3.1 Questionnaire Research Technique

Following analysis into the background and objectives of CCC, the researchers realised

understanding CCC's challenges is significant to the research to be undertaken in this project.

Saunders et al. (2012) indicated that the questionnaires are one of the most widely used data

collection methods, because each respondent is asked to respond the same set of questions, it

provides an efficient way of collecting responses from a large sample. Therefore, the

questionnaire will be used to collect effective data. The sample was given by hand to 100

selected international students at Sheffield Hallam University.

Gill and Johnson (2010) indicated that questionnaires tend to be used for descriptive research,

such as that undertaken using attitude and opinion questionnaires and questionnaires of

organisational practices, will enable researchers to identify and describe the variability in

different phenomena. Therefore, the questionnaire arrived at 20 questions relative to the

responders' characteristics’ their views on a charity event, their attitude towards a charity event

and future views on the charity.

The choice of questionnaire was influenced by a variety of factors related to research questions

and objectives. The type of questionnaire the research chooses will dictate how sure

researchers can be that the respondent is the person whom researchers wish to answer the

questions and thus the reliability (Saunders et al., 2012). Therefore, delivery and collection

questionnaire will be used. All questionnaires will be printed out and will be delivered by five

researchers. As the result of this, 100 questionnaires will be returned. Baruch and Holtom

(2008); DeVaus (2002); Dillman (2009) and Oppenheim (2000) indicated that the delivery and

the collection of questionnaire can enhance the respondent participation. However, the time

needed for data collection increases markedly for delivery and collection. Researchers spent

three days from 27th to 30th November to collect 100 questionnaires at Adsetts Learning

Centre, Aspect Court, Stoddart and Owen Building at Sheffield Hallam University.

Dancey and Reidy (2008) classified quantitative data into data types using a hierarchy of

measurement, often in ascending order of numerical precision. These different levels of

7

numerical measurement dictate the range of techniques available for the presentation,

summary and analysis of data. The values of numerical data are measured or counted

numerically, because of the numerical data are more precise than categorical as researchers

can assign each data value a position on a numerical scale. It also means that researchers can

analyse these data using a far wider range of statistics. In this research, virtually all data

collected by questionnaires will be analysed by excel, pie chart and graph to present.

3.2 Research Findings and Analysis

The research was conducted on a sample of 100 international students from Sheffield,

including University of Sheffield and Sheffield Hallam University. In Part One, there are 55

percentage of respondents who are from Asia. Among them, the majority of the international

students were Chinese, which represented 58%. African and European nationalities had 18%

and 14% respectively. Less common nationalities included the 1% from American, and

another 12% who have not fill in questionnaire. Most respondents were 22 to 30 years (60%),

with the second largest group being 18 to 21 years (27%). Only 13% of respondents were

over 30 years old.

Chart 1 Chart 2

According to Chart 1 above, the majority of respondents (74%) have not heard of Sheffield

Cavendish Cancer Care. However, there are 26% of respondents who had heard about CCC

before. Furthermore, only 7% expressed have taken part in one of their charity events before.

Yes

26%

No

74%

HEARD OF CCC BEFORE

Yes

7%

No

93%

TAKE PART IN CCC BEFORE

8

Based on the data of No.5 to No.7, most of participants (48%) have contributed money before,

and the other 26% would like to contribute goods for charity event directly. About 47% of

respondents have volunteered occasionally in a charity event, while 43 % of respondents

have not attend any charity event before. It indicates that it is significant to attract more

potential international students to take part in this events in order to develop the charity

events and keep fundraising in the future.

In Part Two, sums up the views of international students on charity activities. Chart 3 below

shows that the different participants gain information primarily from their network. Also, an

average percentage of 21.4% of international students know about CCC from university

campus. Furthermore, the poster, city centre, and the news channel occupies 13.7%, 12.1%

and 11.5% separately. Nevertheless, there are still some people (4.9%) who have no prior

knowledge about CCC before. This revealing point suggests that the CCC would in near

future need brand promotion among international students who might want to volunteer

monetarily or work for the organisation.

Chart 3

Chart 4 to 11 presents the attitude of students towards a charity event in Part Three. As it can

be seen in Chart 4 below, more than half of respondents (53%) believe that they will intend to

take part in Fashion Show to support a charity event for Sheffield CCC. Also, the largest

30.2%

21.4%

13.7% 12.1% 11.5%

6.0% 4.9%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Online University

Campus

Posters or

Flyers

City Centre Newspapers

and Radio/

TV

On site

events

Never seen

it before

9

percent of international students (73%) would like to be part of increase donations to CCC,

which reveals that in the future there is a potential opportunity to attract more international

students to participant charity event and help raise income.

Based on the result of Chart 6, it is evident that the majority of international students would

prefer to participate considering the benefits like student discount in Fashion Show, which

they think is a bonus to their willing generosity to contribute to communities. Therefore,

providing the benefits of charitable activities could further promote the motivation of

international students.

It was also important to determine how much the participants would pay for the event. Based

on the statistics collected on Chart 7, half of participants completed agree to pay £5 for a

ticket to the proposed event, while some decide to pay £3 for a ticket (35%). However, only 9%

would pay £8, and 6% would pay £10. This suggests that between £3 and £5 would be the

best range of price for the event. In addition, Chart 8 presents that less than half of

respondents (48%) would be willing to buy a ticket. Hence, providing practical benefits could

create opportunity to motivate international students to attend this event, which will

apparently increase the necessary finance needed by this organisation to carry on with its

humanitarian services.

17.00% 6.00% 2.00%

30.00%

21.00% 17.00%

53.00%

73.00% 81.00%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Chart 4 Chart 5 Chart 6

Agree

Neutral

Disagree

10

Chart 7 Chart 8

To better understand the anticipation of the respondents towards a fashion show for charity

fundraising, different dates were mentioned for selection as shown in Chart 9. Most

participants (57.7%) prefer this event was held on weekend, while 27.8% preferred Saturday

and 14.4% preferred Sunday. In detail, the largest proportion (57.7%) mentioned that Friday

is the best day of the week for joining an event. Going by the above consensus analysis, it is

imperative the proposed fashion event holds on a Friday. It might facilitate students’

participation in the activities and attract more people to understand the CCC.

Chart 9 Chart 10

Chart 11 presents the international students’ favourite ways to receive information for the

Fashion Show. The largest percent of international students (30.5%) believe that they prefer

to obtain information by Facebook. And e-mail (24.2%) is the second largest choice.

Moreover, Instagram and Wechat is the trending platform to receive social information for

respondents, which become the most popular mobile social hub to share photo of the event.

57.7%

27.8%

14.4%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

Weekend Saturday Sunday

57.7%

14.1% 12.8% 7.7% 7.7%

Fri Wed Mon Thu Tues

Disagr

ee

20%

Neutr

al

32%

Agree

48%

£3

35%

£5

50%

£8

9%

£10

6%

11

Especially, WeChat as the main communications application in China had 395.8 million

monthly active users worldwide in the first quarter of 2014, which is quickly catching up to

WhatsApp (500 million). It has near 100 million of users are outside China, including people

in Malaysia, the Philippines, India and even Mexico (Mintel Academic, 2014). As these

described, WeChat could help CCC to increase Cavendish awareness through periodically

create cancer content to followers; while, this medium can also put CCC on the world map.

Chart 11

Part Four indicates the participants’ ideas for the future development of CCC. In accordance

with Chart 12, it shows that the preponderance of international students (80%) potentially

tend to be interested in attending the proposed charity event in the future. This would not

only help Sheffield CCC to raise funds, but also develop potential staff and volunteers to

work with CCC.

Chart 12

0.5%

1.1%

2.6%

3.2%

10.0%

11.6%

16.3%

24.2%

30.5%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

Others

Post

Text

Whatsapp

Twitter

Instagram

WeChat

Email

Facebook

Yes

80%

No

20%

12

35.8 percent of international students prefer to be involved in volunteering for charity events

as shown in Chart 13. They believe that it is an opportunity to help community development,

and increase their personal values. In addition, the second largest proportion is donating

money directly (32.5%). It is the perfect workaround for this students who are too busy to

volunteer or donate time. It could help more people get the treatment they need from CCC

which as fixed issue can not be resolved by volunteers helping. Also, it could support running

cost for CCC to provide more treatment for people. According to a recent survey, thirty

percent of students choose to buy some products in charity events.

Chart 13

Therefore, in terms of these results, organising a Fashion Show Charity Event is a good

approach to help the CCC fundraising and attract more people to increase the cancer

awareness. In order to achieve the objectives, the plan should be to combine with the analysis

of primary and secondary research. It should be based on the characteristics of the target

population to work out a specific program of activities.

2.4%

29.3%

32.5%

35.8%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%

Others

Buy some charity goods

Donate money directly

Volunteering at charity events

13

4. Proposal analysis

4.1 Discussion

1) This example includes 15% English people. The results indicated that 73.3% of (11 out of

total 15) English people have heard of CCC before while only 17.6% (15 out of total 85) of

international students answered positively. CCC continued having promotion activities in

SHU, and it gained preliminary awareness among international students. Although most

international students don't aware CCC.

2) Furthermore, 18.2% out of the English people who had heard of CCC (2 out of total 11)

have taken part in its charity event before while the rate for international students is 33.3% (5

out of total 15). And international student is an unique group of population from UK students.

The motivations of them attending a charity event could also be meeting mew friends,

socialising, learning a new culture, integrating into local society, or getting new experience.

Therefore charity event tends to be the main and effective avenue to attract international

students for CCC. CCC should organise a non-small scale charity event to specially attract

and involve international students by oriented marketing strategy.

3) There are notable gaps in ‘donated to a charity’ and ‘volunteered’ between both students as

25.1% and 15.7% respectively, due to different cultures or other sophisticated factors.

Notably international students are very willing to integrate into the society by volunteer part.

Same figures happened for CCC. Quite high and close to UK students rate happened when

asked if they like to help CCC raise money in the future. Therefore, international student

segment is an effective and sufficient potential market for CCC to exploit future activities.

Especially CCC should employ more international students for volunteers. The fashion show

can mainly rely on international students’ help.

donated to a charity volunteered raise money for CCC

UK students 93.3% 73.3% 86.7%

International

students

68.2% 57.6% 78.8%

14

4) The rate of willingness to attend the fashion show (53%) appears quite high, but is still a

little disappointing. The reasons are considered to be a) fashion show is not an attractive idea;

b) there is other obstacles hindering people for attending. According to the results, a big

majority of people think that fashion show would be a good idea for this context ( 52% agree,

21% strongly agree). In the survey process, one respondent stated that because there are

many charity organisations, she will contribute on those she thinks more deserved. Therefore

the obstacles hindering people for attending the fashion show are considered to be sceptical

attitudes towards the CCC and the fashion show itself. In more detail:

the target people know less about what kind of organisation CCC is;

the target people are not sure about the content or programmes of the fashion show

event;

they may be sceptical about what is expected for them to do in the event;

they did not perceive formal information relating to CCC and the event.

Therefore, promotion of CCC and marketing for the event are essential for the success of this

event to be conducted.

5) Other results presented significant preferences or neutral opinions of the sample

populations which have valid implications for the fashion show. 48% of those surveyed are

willing to buy a ticket for the fashion show whilst 53% are willing to attend the event. It is

suggested that people who intend to attend the event are readily accept the ticket cost.

Furthermore it is indicated that the ticket fee is best set for under £5. Further implications are

followed in Planning decision & Marketing session.

4.2 Recommendations

1. As discussed above, the priority of CCC is to promote awareness, among international

students in particular. Based on our survey, the majority of students received information

about charity events online.

From the worldwide view, Facebook is still the most popular social network with1.55

billion monthly active users (Statista, 2015). While Instagram get 400 million active

15

users monthly (Smith, By the Numbers: 150+ Interesting Instagram Statistics

(November 2015), 2015).

And this is not to forget that China have the single largest population of oversea

students in Sheffield. Wechat as discussed above that hits 650 million users monthly

and has 100 million users outside of China (Smith, By the Numbers: 50+ Amazing

Wechat Statistics, 2015).

From our survey, Facebook and email take the biggest part for use.

Besides, there is a notice that most of the students receive information off-line from

University Campus and City Centre information board.

Therefore, it is highly recommended that CCC should take advantage of these channels to

create the much needed awareness it crave.

2. Following discussion, students tend to be willing to participate and raise money for charity

causes. Therefore, it is recommended to provide more opportunities for students to work or

volunteer in an intercultural team and to produce more traditional programmes such as

Chinese New Year Festival with paper cutting, making dumpling and writing couplets act to

engage international students.

3. Due to the high willingness of being volunteer and high preference of money donation, CCC

could provide various types of donation to engage international students and make the

donation process easily to gain more financial support.

Simplifying the donation process for students is necessary. Special offers for events

attending or rewards can be provided to boost the regular donation.

Events for goods making could be provided to engage students and the goods could be

sold to gain money.

Skills donation like language skills to translate CCC materials into Mandarin and to

have Chinese language on the CCC brochure and website. Or students with excellent

public speaking skills that they can produce speech for CCC, with instrument playing

16

skills that they can run orchestra for donation, with well-organised abilities that they can

help CCC to organise events.

4. Otherwise, to build up a long-term partnership with universities is an effective way for CCC

to recruit volunteer or attract students to take part in. Universities got lot communities and

societies to enrich students’ leisure lives. CCC could contact with volunteering team in the

University to recruit regular volunteer and regarded itself as a platform to provide working,

studying and related voluntary experiences.

In SHU, there are a lot of societies for performance like band, dance, salsa, DJ act. CCC

could invite these groups and provide a platform for them to perform during the events.

Universities usually have its own festivals such as SHU Fest in SHU. It is recommended

that CCC post its logo on the backdrop or around to promote.

CCC could take part in some SHU projects such as conversation club run by SHU aiming

to make new friends for international students. The activity almost run every week. It is

suggested to promote CCC in the activity to make students getting familiar with it.

4.3 Planning analysis & Marketing

According to the results, Topshop seems to be the most popular brand among the target

population while H&M and River Island also gained commonly high supporting answers.

Other brands mentioned by respondents include Zara, Buxton, Next, TK Maxx, New Look,

Urban and GAP, basically pertaining to middle-and-lower grade brands with element of street

style, that is considered to be right suitable for the target population in this context.

Therefore, the recommendation is that we can reach out for these brands with priority effort

for Topshop, and the aimed number of participating brands is considered to be 5, that is

suitable for a small-scale event meanwhile assuring the richness and attractiveness of the

event. And besides discount theme of stall sell, a further partnership programme need to be

evolved with sellers, which may include sponsoring for the event in money or goods,

contributing to donation from teeny part of the profits generated at the event, and providing

professional advices and support for fashion show so on.

17

As for the place to hold event, Winter Garden and Hallam Hall almost got the same rate,

followed by the Hubs. It is suggested that target population has no notable preference about

venue in this context. From the aspect of planner, Winter Garden possesses unique features

such as plants, winding paths and glass dome, that can be integrated into fashion show

programme for a fantastic presentation. On the other hand, Hallam Hall also can be an

accessible and safe choice due to last minute effort for attendees in case there is no many

customers appeared at the event. Further decisions are required based on the actual situation

and progresses.

As for the event date, because the new term will start at 18 January, and we will need time to

promote, combining that target population prefer Friday and Weekend, therefore the date can

be narrowed into 29-31 January. All in all, detailed programme should be developed.

To market the event, several implications should be considered. a) the favourable channels

include social medias, Facebook, WeChat and Instagram in particular, Email, posters, handing

out flyers in City Campus b) the main target population is international students c) along with

promoting the fashion show, CCC should be promoted as a emphases as well d) Discount and

favourable brand such as Topshop should be emphasised to attract attendees e) to promote

through social medias before, during, and after the event, most importantly to attract

continues and new attentions to CCC even the event finished.

4.4 Future events

Live auction is a way to raise money, for people could easily fundraise while engage with the

event. The goods that were donated before could be auctioned during the event. In the event,

attendees can donate goods while they also get chances to buy diverse intercultural items

through auction. New products or second-hand goods are all welcomed.

Colour run is a popular event all over the world now and it is famous around the young

generation. Attendees pay for the entry fee or post the information on social media to get a

cheaper entry fee. The aim of the event is to have fun while attracting attention from the public

about CCC.

Night walking in the Sheffield with sponsors' luminous logo on face or on arm badge, there are

18

various spots with diverse tasks in the walking route. International students will be charged at a

low price to do the different tasks in groups during the event and have fun.

Simply Ludo/Chess/Poke/ Mahjong/table games competition can be held for fundraising. The

competition adopts knock-out system that the winners can get rewards. All the participants have

to pay the competition fee while the visitors could be charged in a low entrance fee.

Trip is also an effective and acceptable way to engage students. It can be designed by CCC and

university communities together. Students have to pay for the transportation fee (depends on

the destinations) and they can donate money with transportation fee together.

5. Conclusion

This report based on the survey reveals the attitudes of international students in Sheffield

Hallam University towards CCC and fashion show, the preferable channels to receive

information and their willingness to help CCC. Through the analysis of the survey, the prior and

urgent problem of CCC is to raise awareness of international students. The rest issues like

financial capacity, human resources and competition that faced with CCC could be resolved

after that.

As discussed above, it is strongly recommended that CCC should focus on the channels

mentioned above (Facebook, email, Wechat, Instagram) and exact places (University Campus

and City Centre information board). Secondly, CCC should provide more volunteer

opportunities and produce traditional programmes. Thirdly, it is suggested to provide more

types of donation rather than money donation, goods donation and volunteering. The last one

but the most important one is to build up a long-term partnership with University, engaging

CCC factors in university events.

However, there are still some limitations in this report, for all the samples are from Sheffield

Hallam University. Other universities and colleges are not included in this report. And

intercultural residents in Sheffield are not calculated, neither. Another limitation is the

negotiations with the mentioned shops. The attitudes of those shops towards CCC and fashion

show are still unknown.

19

According to the report, the information about international students is adequate and it shows a

bright side for CCC to hold events in SHU. The market of international students is mature. The

key problem for CCC is lack of promotion but holding a fashion show could be the first force to

solve it.

20

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BROCKBANK, Anne., MICGILL, Ian. and BEECH, Nic (2002). Reflective learning in

practice. Gower.

DANCEY, C. P. and REIDY, J. (2008). Statistics without maths for psychology: using SPSS

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de/

22

Appendices

A. Questionnaire form

Questionnaire

This questionnaire is part of the Research and Consultancy Master’s module at Sheffield Hallam

University. The questionnaire aims to examine international student’s attitude towards a charity event

to raise funding for the Sheffield Cavendish Cancer Care (CCC).

Part 1: Characteristics

1. Age

18 to 21 years ( ) 22 to 30 years ( )

31 to 45 years ( ) More than 45 years ( )

2. Nationality _______________________________________

3. Have you heard of Sheffield Cavendish Cancer Care? Yes ( ) No ( )

4. Have you taken part in one of their charity events before? Yes ( ) No ( )

5. Have you donated to a charity before?

Yes. Contribute money ( ) or goods ( )? No ( )

6. Have you volunteered before to help at a charity event?

Never ( ) Occasionally ( ) Regularly ( )

7. Do you have to undertake work experience in your Course?

No ( ) Yes ( ), which Course are you on __________________________________

Part 2: Views on a charity event

8. Where do you get information about charity events? (Please tick below)

University Campus ( ) City Centre ( ) Posters or Flyers ( ) Online ( )

Newspapers and Radio/ TV ( ) On site events ( ) Never seen it before ( )

Part 3: Attitude towards a charity event

Please rate the following statements by ticking in the appropriate box:

Statement Strongly

Disagree Disagree Neutral Agree

Strongly

agree

9. If there is a Fashion Show for

Sheffield CCC fund raising, I

would attend the event.

10. I think Fashion Show would be

a good idea for raising money for

Sheffield CCC.

23

11. Offering student discount by

sponsorships in the Fashion Show

for fund raising would be a good

idea.

12. I would invite my family and

friends to attend the Fashion Show

for raising money for Sheffield

CCC.

13. I am willing to buy a ticket for

the Fashion Show to support the

Sheffield CCC.

14. How much would you like to pay for the ticket?

£3 ( ) £5 ( ) £8 ( ) £10 ( )

15. Where would you like the Fashion Show to be held?

Hallam Hall ( ) Winter Garden ( ) HUBS ( ) Others: please specify ___________

16. What date is suitable for you to attend the Fashion Show?

January: Weekend ( ) Saturday ( ) Sunday ( )

Night (5pm-8pm) during week preferably: Mon ( )Tues ( )Wed ( )Thu ( )Fri ( )

17. Which brand do you want to have discount on the Fashion Show?

H&M ( ) River Island ( ) Topshop ( ) Others _______________

18. Which way do you prefer to obtain information for the Fashion Show?

Facebook ( ) Twitter ( ) WeChat ( ) Whatsapp ( ) Email ( )

Post ( ) Text ( ) Instagram ( ) Others: please specify ___________

Part 4: Future

19. Would you like to help Sheffield Cavendish Cancer Care raise money in the future?

Yes ( ) No ( )

20. How do you prefer to help to raise money for Sheffield Cavendish Cancer Care?

Donate money directly ( ) Volunteering at charity events ( )

Buy some charity goods ( ) Others: please specify _______________

Thank you for taking the time to complete this questionnaire!

24

B. Part One: The result of characteristics

1. Age

2. Nationality

3. Have you heard of Sheffield

Cavendish Cancer Care?

4. Have you taken part in one of their

charity events before?

5. Have you donated to a charity

before?

18-21

27%

22-30

60%

31-45

13%

More

than 45

0%

Asia

55%

Europe

14%

Africa

18%

Americ

a

1%

Unkno

w

12%

Yes

26%

No

74%

Yes

7%

No

93%

25

6. Have you volunteered before to help

at a charity event?

7. Do you have to undertake work experience in your Course?

C. Part Two: The result of views on a charity event

8. Where do you get information about charity events?

Contribut

e money

48%

Contribut

e goods

26%

No

26%

Never

43%

Occasio

nally

47%

Regular

ly

10%

No

62%

Yes

38%

30.2%

21.4%

13.7% 12.1% 11.5%

6.0% 4.9%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Online University

Campus

Posters or

Flyers

City Centre Newspapers

and Radio/

TV

On site

events

Never seen it

before

26

D. Part Three: The result of attitude toward a charity event

9. If there is a Fashion Show for Sheffield CCC fund raising, I would attend the event.

10. I think Fashion Show would be a

good idea for raising money for

Sheffield CCC.

11. Offering student discount by

sponsorships in the Fashion Show

for fund raising would be a good

idea.

12. I would invite my family and friends

to attend the Fashion Show for

raising money for Sheffield CCC.

13. I am willing to buy a ticket for the

Fashion Show to support the

Sheffield CCC.

Strongly

Disagree

7%

Disagree

10%

Neutral

30% Agree

36%

Strongly

agree

17%

Strongl

y

Disagre

e

1%

Disagre

e

5%

Neutral

21%

Agree

52%

Strongl

y agree

21%

Strongl

y

Disagre

e

1%

Disagre

e

1%

Neutral

17%

Agree

58%

Strongl

y agree

23%

Strongly

Disagree

6%

Disagree

16%

Neutral

36%

Agree

30%

Strongly

agree

12%

27

14. How much would you like to pay for

the ticket?

15. Where would you like the Fashion

Show to be held?

16. What date is suitable for you to attend the Fashion Show?

17. Which brand do you want to have discount on the Fashion Show?

Strongly

Disagree

5%

Disagree

15%

Neutral

32%

Agree

36%

Strongly

agree

12%

£3

35%

£5

50%

£8

9%

£10

6%

Hallam

Hall

34%

Winter

Garden

35%

HUBS

30%

Others

1%

57.7%

27.8%

14.4%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

Weekend Saturday Sunday

57.7%

14.1% 12.8% 7.7% 7.7%

Fri Wed Mon Thu Tues

28

18. Which way do you prefer to obtain information for the Fashion Show?

E. Part Four: The result of future

19. Would you like to help Sheffield Cavendish Cancer Care raise money in the

future?

H&M

26%

River

Island

29%

Topshop

38%

Others

7%

0.5%

1.1%

2.6%

3.2%

10.0%

11.6%

16.3%

24.2%

30.5%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

Others

Post

Text

Whatsapp

Twitter

Instagram

WeChat

Email

Facebook

29

20. How do you prefer to help to raise money for Sheffield Cavendish Cancer Care?

Yes

80%

No

20%

2.4%

29.3%

32.5%

35.8%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%

Others

Buy some charity goods

Donate money directly

Volunteering at charity events