Due to the Covid-19 pandemic, healthcare professionals including occupational therapy practitioners (OTPs) were required to transition to working utilizing an online-service delivery model called telehealth. The use of telehealth for occupational therapy (OT) sessions was limited prior to the pandemic, and this shift required OTPs to provide services in ways many had never experienced. The purpose of this study was to identify how the transition to telehealth impacted OTPs and their ability to provide proper care to the pediatric population via telehealth. The final analytic sample included 32 female OTPs who worked with the pediatric population. Results from qualitative and quantitative analyses showed that OTPs had positive feelings toward using telehealth and that the telehealth modality had a moderate impact on their job performance. The areas that pediatric OTPs want to be addressed included technology and internet issues, lack of parent involvement, decreased quality of care, inaccessibility of materials, decreased attention span and increased distractions, and lack of general knowledge about telehealth among clients, parents, and professionals. Despite these drawbacks, a positive theme emerged that the telehealth model is good for current circumstances. The results show telehealth is a positive experience for OTPs and allows OT to be more accessible to their clients. Implications for increasing education for healthcare professionals, clients, and parents/guardians to make telehealth accessible to clients on a large scale are discussed.
First, we created two separate surveys, taking responses from over 1000 individuals at Arizona State University. These surveys focused on building trust in nonprofits, preferred marketing strategies as a consumer, and general awareness for various social issues that affect local and national nonprofits. Second, we conducted professional interviews with marketing leaders at nonprofits. These ranged from smaller, local nonprofits to nonprofits that operate on a national level. Their missions were all geared toward different causes, meaning they offered a diverse set of skills and advice on nonprofit marketing.
After obtaining this data, we created a guide for nonprofit marketing. Because there is a lack of information available on building marketing techniques in the nonprofit sector, we aimed to create a general guideline that could be applied to a variety of nonprofits and develop their marketing strategy. This includes details on how to create an executive summary, conduct a SWOT analysis, and the different strategies a nonprofit organization should implement.
Further, to test this marketing plan, we partnered with a local nonprofit in Arizona, Million Dollar Teacher Project. Million Dollar Teacher Project is a relatively new nonprofit, and focuses on educational inequality in Arizona. After looking over all our research and the nonprofit marketing guide, we were able to develop a plan for increasing engagement, awareness, and trust for Million Dollar Teacher Project. We pinpointed areas of improvement, such as social media, ambassador programs, email marketing, and follow up strategy.
The nonprofit marketing plan, our survey results, interview transcripts, as well as our marketing plan for Million Dollar Teacher Project can be found below.