Content Analysis for SHH – Module 12

For this post, we’ll perform a content analysis for Second Harvest Heartland (SHH) – a hunger relief non-profit that we evaluated in the first post.

When performing a content analysis for SHH, there are several questions we will want to answer, which are:

    1.     How is SHH currently perceived by its publics?

                                               i.     SHH maintains relationships with nearly 1000 Minnesotan agency partners, several “like-minded” organizations, local, national, and global corporate enterprises (i.e. GMI), and of course, individual volunteers/donors.

                                              ii.     They are seemingly well respected by each of these publics in that they have nearly 49,000 volunteers, and are able to work so closely with the likes of large companies like GMI. SHH helps nearly half a million Minnesotan families put food in their bellies every year. Put simply, GMI would not be working with the company if it weren’t for their reputation throughout Minnesota for being the “best in the business.”

    2.     What messages are being conveyed?

a.     SHH communicates a simple and honorable message – end hunger in Minnesota through the strength of community and partnership. This message is well supported through their vast network of volunteers, donors, corporate and agency partners, as well as their ties with similar organizations. This network believes in and supports their mission, and the numbers only serve to prove that their communication aligns with the organizations stated mission.

   3.     Are these messages in line with the non-profit?

a.     As I stated above, all one needs to do to prove that SHH’s communication and messages are on point is look at the numbers. 49,000 volunteers, half a million families, 1000 agency partners – put simply, the numbers speak for themselves on this matter. It is clear that SHH has managed to penetrate their publics in a way that continues to grow in support of their mission.

   4.     Is the PR and Marketing Effective?

a.     Again, I think the sheer numbers speak to support their marketing and PR effectiveness. They are a Minnesotan non-profit; working to support impoverished Minnesotan families. They’ve done that year after year by establishing and maintaining meaningful partnerships with companies like GMI, thousands of volunteers, and a vast network of agency partners – in no small part due to successful marketing and PR. Without a successful PR effort, those partnerships would almost certainly deteriorate.

References:

http://www.2harvest.org/site/PageServer?pagename=partaff_home