mpa research book final draft

Awareness of MPA Programs for Non-Profit & Public Workers

By

Eman El SaiedTre StaugherMichelle RussellJared OhgrenCharlie BeirneJillian Everett

TABLE OF CONTENTS

EXECUTIVE SUMMARY

CLIENT SUMMARY

o Mission Statemento Primary Goalso Primary Objectiveso Primary Audience

PROJECT SUMMARY

SURVEY

o Method Overviewo Data Collectiono Data Analysis

CONTENT ANALYSIS

o Method Overviewo Data Collectiono Data Analysis

IN-DEPTH INTERVIEW

o Method Overviewo Data Collectiono Time & Locationo Data Analysis

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INSIGHT SUMMARY

RECCOMENDATIONS FOR FUTURE EXTERNAL COMMUNICATIONS

APPENDIX

EXECUTIVE SUMMARY

While conducting research on the key messages of the Master of Public Administration Program, different messages appeared more prominently in different research methods. To restate, below are the key messages and their sub categories:

AWARENESS

o Majority were not aware or vaguely aware or vaguely awareo Lack of knowledge and perception

RECEIVING A MPA DEGREE

o Majority have no interesting in receiving MPA degree.o Majority felt receiving an MPA degree wouldn’t help them advance in career.

INTEREST IN MPA PROGRAM

o Majority don’t see a desire to fulfill; no interesto Some were not interested because they thought MBA would be more useful.

CLIENT SUMMARY

L. Douglas Wilder School of Government and Public Affairs

Mission Statement- Our mission is to prepare leaders and generate knowledge to promote sustainability, resiliency, and equity in government and community.

o Our vision is to be the premier resource and advocate for all those involved in decision making for the public good.

o We value fairness, good governance, and the courage to question the status quo in order to inspire, improve, and engage our many communities.

o Primary Publics

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COMMUNICATION AUDITS PROJECT SUMMARY

o Situation Analysiso Communications Objections Prioritizedo Research Questionso Research Methods Proposed to Answer Research Questions

Quanitative Qualitative

SURVEY

METHOD OVERVIEW

This method was used to find out what non-profit and public workers know about MPA programs in general, if they received an MPA degree, and if they are interested in receiving an MPA degree in the future. The online tool used to conduct the research was Qualtrics Survey Software.

DATA COLLECTIONS

Sampling Strategy

o The direct populations targeted were current and nonprofit workers.

Participation Recruitment

o Current public and nonprofit workers were contacted and asked to disperse the survey to other public and nonprofit workers. Relatives and friends in these fields were also contacted.

Response Rate

o The survey collected 30 participants from the 30 that were contacted.

DATA ANALYSIS

The survey questions were designed to learn the level of knowledge about the VCU MPA program as well as other university MPA programs in general, and whether an MPA degree is preferred among current nonprofit and public workers.

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UNDERGRADUATE DEGREE

Our participants were evenly divided when asked if they have in undergraduate degree in the area related to their career field.

GRADUATE DEGREE

More participants did not have a graduate degree than those who did have a graduate degree.

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NECESSITY OF GRADUATE AND UNDERGRADUATE DEGREE

Most of our participants said an undergraduate degree was enough when trying to find a job in the governmental sector and nonprofit sector.

MPA OR RELATED DEGREE

Most participants felt it was of moderate importance to obtain an MPA or related degree in their field of work.

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FURTHER EDUCATION

Most participants did not feel an existing need to go back to school for a degree.

GENERAL INTEREST IN A DEGREE IN AN MPA PROGRAM

Most participants agreed they would not be interested in receiving their MPA degree in general.

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INTEREST IN MPA DEGREE AT VCU

Most participants agree they would not be interested in receiving their MPA degree at VCU.

INTEREST IN MPA DEGREE AT OTHER UNIVERSITIES

Most participants agreed they would not be interested in receiving their MPA degree from another university.

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FAMILIARITY WITH THE VCU MPA PROGRAM

Most participants are either unfamiliar or somewhat familiar with the MPA program at VCU.

OVERALL RESULTS

Our overall consensus from our survey participants is that there is small interest in receiving an MPA from either VCU or any other MPA programs. We also found there is a lack of knowledge specifically with the MPA program offered at VCU.

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CONTENT ANALYSIS

SAMPLING PROCESS

Since Facebook is a public website, we were able to acquire 30 posts with no hassle. The posts that were looked at were the first 30 that both group members saw at the time of coding, which was March 20, 2015.

CODING PROCESS

We assigned two group members to take part in the coding process for this project. We looked at 30 individual Facebook posts from ten unique universities’ Facebook pages for their MPA programs.Facebook is a great way to reach both new audiences and existing audiences within each school’s MPA programs. Some of the variables we coded for exemplified whether posts included photos or videos, if the school engaged with the “likers” of the page by replying back to comments, how many shares, likes, and comments each post had, whether or not the post included hashtags or tagging of other Facebook pages, and if posts had links included and whether or not those links linked back to the school’s MPA website.

Does having an active and well-managed Facebook page increase the awareness of MPA programs?

DATA ANALYSIS

After researching 10 colleges, and their MPA programs, it is apparent what the VCU Wilder School can fix. Every school is different in how they treat their Facebook pages. L. Douglas Wilder School of Government and Public Affairs Facebook are very unorganized and have very little engagement, barely post on their page, carrying only 344 likes, 31 visits total. Due to VCU’s lack of social media posts, it's clear to see if they increase the amount of time spent posting, and pay attention to the time of day it would make all the difference. When reviewing other schools and how they handled their Facebook pages, the amount of strategies used to gain likes is extremely interesting. The Rutger School, for example, is very engaged with students in their programs. They posted daily, and within each post included a hashtag, a tagged person to the program they were working with, and links to

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their own website. It is also apparent posts made in the morning (between 8am-9am), have less likes then posts between 1-3 p.m.

We concluded students are on their phones and laptops checking social media in the afternoon more than they are in the morning. In addition to their constant posting per hour, Rutgers post many events and invites all student participation, not just members of their MPA program. This allows them to reach current and post-graduate students who attended Rutgers University and prospective students who did not attend with an opportunity to see what they have to offer.

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FOR MORE INFORMATION, PLEASE VIEW THE CODEBOOK TO VIEW ANALYTICS OF HOW SCHOOLS UTILIZE SOCIAL MEDIA!

IN DEPTH INTERVEW

METHOD OVERVIEW

In-depth interviews were used to learn the extent of the Masters of Public Administration Program (MPA) at Virginia Commonwealth University, their experiences working as public and nonprofit workers, and how we can spread awareness to them about the program.

DATA COLLECTION

Sampling

o Each member utilized their resources in various public and nonprofit sectors located in the Richmond area.

Description of the Interviews

o Interviewees were both public and nonprofit workers, ranging in age and demographic. They qualified for in-depth interviews because they are certified and hold positions within their departments/sectors.

Time and Location

o In-depth interviews were scheduled on Monday, March 30, 2015 through Tuesday, April 7, 2015. Interviews were held in person and via telephone.

Data Analysis

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o As part of our research we reached out to nonprofit and public workers in the Richmond area to receive information on their preexisting knowledge of various programs on VCU’s campus, as well as determine effective marketing and promotion strategies for these programs. Our interviewees have varied experience working in nonprofit and public sectors. They all have prior knowledge of the MPA program and have considered applying but felt information was scarce.

IN DEPTH INTERVEW CONTINUED

KNOWLEDGE OF MPA PROGRAM

Interviewees were asked if they are aware or have any prior knowledge of the MPA program at VCU. Responses were:

INTERVIEWEE #1’S RESPONSE

“Yes, I am. I hosted classes here at the Better Business Bureau office with Nancy Stutts almost 25 years ago. I employed one or two people involved in the class.”


“Yes I am aware of the program, but I’m not privy of any knowledge each concentration offers. I know it exists.”


“Yes. I know the program has been in existence for10-15 years. The program is definitely more kinesthetic (hands on) and it leans towards a more practical approach to government and nonprofit sectors.”

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“I feel like I am slightly aware of the program. I know that they offer service learning internships and they are located in the Wilder School at VCU.”


“Yes, I actually applied to the program in 2013. I know some friends of mine who were interested in the program, but I’m not sure if they applied or not.”


“Yes, I actually thought about applying to their program. I know there is a huge focus on more of the legal and public policy aspects of governmental and public sectors. I first heard of the program when I was a criminal justice major.”


“I haven’t really looking into applying for the MPA program here at VCU, but looking into it more and if I was provided more information I would be more interested.”


‘I’m not sure what the MPA program at VCU is about. I have vaguely heard about it, but even if I was provided more information I would be of interest.”


BENEFITS ASSOCIATED WITH THE MPA PROGRAM

Interviewees were asked what benefits they would associate with the MPA program at VCU. Responses were:


“Students receive the ultimate benefit by going through the MPA program. It saves us time on training and it saves them time on having to be trained on-the-job. They come through the door with great experience and great practice in the field. Plus, I know over there learning is fundamental and supported widely by the faculty and staff.”


“I think one of the greatest benefits you can probably receive through the program is being able to increase your chances of being applicable for a higher-paying position. I’m

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not familiar with nonprofit sectors, but I would assume your knowledge would prepare you and apt you to better serve your community in their respective fields.”


“The accreditation of the program is one of its most valuable assets. You are expected to take a capstone course with a large agency; right now I am working with the Department of Taxation. It’s also a great environment to network, it’s open to a variety of students and early career students.”


“Creating partnerships is a benefit, but also being able to combine leadership skills with other effective promotion of causes and awareness specifically to their concentration.”


“One of my reasons for applying is I want a career with the federal government. The benefit, for me, would’ve been being a young woman who represents a minority, with a master’s degree, setting me apart from her other candidates. I think it’s beneficial to students who want to set themselves apart from the competition, or at least even the playing field.”


“Going back to the legal aspect being its biggest asset that would probably be one of the benefits of the MPA program. Specifically, the executive leadership concentration would be a great benefit to students because it teaches them about leadership abilities and skills focusing on the scope of public organization sector. They increase their chances of being applicable and attainable in their field of resource.”


“On a personal level, it will provide the person with further knowledge with regards to finance, business structure, leadership skills, nonprofits, and governmental structures. In a business sense, the degree can of course provide legitimacy to the cause and offer better opportunities.”


“Having an additional degree could be nice, and potentially networking with other non-profit leaders.”

EXPECTATIONS FOR THE MPA PROGRAM

Interviewees were asked their expectations for the MPA program at VCU. Responses were:

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“Make it worth something to the student. The student needs to be educated the way the student deserves to be educated at the graduate level. If it’s public affairs or lobbying, managing trusted private/ public funds, they should be well versed in what they’re expecting to do for their career. Having a basis of knowledge and building on it is essential. Make sure it’s for the general public; the community recognizes the benefit of the persons they’re choosing.”


“I would like to see small classroom settings, qualified teaching staff and a smaller student-to-teacher ratio allowing for more engaged thought and activities within the classroom. As far as internships go, I would include actual government agency internships. Make it easy on the student when trying to find and navigate through these channels of information. Most government jobs will ask if you have worked as an intern during your undergraduate studies which is why the program should increase the visibility of its students for all public and nonprofit entities and should be pushed for all students within the program.”


“I’m hoping for a nonprofit management certification which increases my understanding of how to properly manage a nonprofit organization. For prospective students, I know there is a huge alumni base; if people are entering positions within the state my hope is for them to use the alumni base as mentors and partners for prospective students. It’s simple, but very beneficial.”


“Teachers who have been engaged within the community or have firsthand knowledge would be essential. Kinesthetic (hands-on) teaching method and opportunities for students to demonstrate what they’ve learned I feel would enrich the programs culture as well... Also, for service learning, students should be able to choose from a variety of options.”


“They should be more visible in the community. Go around to different classes and speak on why it would be beneficial for them to have or to enter the program; bring in guest speakers, speak about possible careers choices and opportunities, and why it would be beneficial. The more informed people are, the better retention rate of them actually seeking you out and applying.”


“Well-diverse faculty; I find this to be the most appealing factor to students acquiring a MPA degree. I would also say the interdisciplinary exchange and having different concentrations focused outside of the program’s legal aspects offer more to the student

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and accessorize them with unique abilities and qualities. Seeing how the students are doing throughout the course of internships should always be employed… On expanding the diversity of internships, it would have to be a collaborative effort, as well as following up with the student during the internship. I would also like for the website to be more interactive; you should be able to navigate through the structure of each concentration and internship opportunities.”


“I would expect to have a better sense of Macro and Micro economics, organizational development, business strategy and modeling, and of course the confidence to be able to apply it all. I would also expect to learn all of this and be able to successfully apply it to nonprofits, governmental organizations, and businesses in general.”


“I would expect very few expectations for the MPA program, but some real word experience would be the most I would expect to gain from it.”

IMPORTANCE OF MPA DEGREE

Interviewees were asked how important is receiving an MPA degree, and why/ why not. Here are those responses:

INTERVIEWEE #`’S RESPONSE

“Very important, the more education, the better. Take all the information your professors have gained and use it to your fullest potential.. It’s also to the client’s benefit to receive service from a mastered professional. For nonprofits, they will mostly address clients and customers. Customers support your organization. In any nonprofit the customer is the one paying the bill. Your services would go to the client. However each relationship is important to obtain and keep; the stronger the relationship, the more satisfaction received on both ends.”


“I wouldn’t say it’s vital, but it can be beneficial. You need a master’s degree to even be qualified for certain positions, and it can be helpful for obtaining a higher-paying position. Although in some fields a bachelor’s degree is sufficient, the extra training and resource materials help increase your visibility and chances of being hired higher up in your particular field of interest. I would say there is a large demand for one, but its importance is not critical to most.”

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INTERVIEWEE #3’S RESPONSE’

“It’s a stepping stone. It definitely gives perspective and grows the individual’s skill sets.”


“It’s somewhat important to me. I would probably major in sustainable development or executive leadership because they are huge focal points for me. Knowing the ins and outs of the business, knowing exactly how to manage my own organization properly and handling pressing events as they may arise would definitely enable me to be more prepared for my career.”


“It’s important because it would give me an opportunity to utilize skills I’ve already gained as well as enlarge my competitiveness on the playing field for federal jobs.”


“I would love to receive one. It could definitely help me weigh my options, and it could do the same for a lot of other students who are in between fields or looking for more experienced or rigorous task. It can’t harm you, it could only increase your skill sets and value to companies and organizations.”


“I’ve looked more into obtaining my MBA but further looking into the MPA it seems increasingly appealing the more I look at it. I believe that obtaining either one will help me move forward within my career. I can’t see myself moving on in my career without one or the other.”


“Getting a MPA is unimportant to me because I want an MBA. I believe that, increasingly, non-profit leaders will be expected to have the same business acumen as leaders of businesses with other tax designations, and I believe an MBA will provide this type of training.”

INSIGHT SUMMARY

We found through our research it was difficult to obtain participants, within the nonprofit and public workers’ sector, who were willing to complete our online survey and/ or an in-depth interview. As students with limited resources to individuals within the field, it was a task to reach them. As a team, we created a list of contacts and resources to collect data. Our original plan was to meet with professionals chosen by the Program Director who are located in the Richmond area. Our surveys as well were to be distributed using the “snowball effect” to maximize survey response. The participants we

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decided to contact are post-graduate students currently working in government, nonprofit, or public sectors with one participant being chief executive officer of corporation.

After our initial efforts were deferred, we altered our strategy to obtain a survey responses and maximize interview participation. We were referred to other contacts based off our initial contacts. The recommendations of the initial contacts offered us an opportunity to navigate through varied organizations located in the Richmond area. We reached out to 20 contacts specifically for interviews, and we received a total of 8 responses.

Two members were able to interview both current nonprofit and public workers in the Richmond, Virginia. Having a personal relationship with most of the participants, these two individuals were able to connect with interviewees to obtain knowledgeable information for our research. Due to time constraints and low responses, they were unable to speak with any chosen participants offered through the program director.

As the data collection deadline clos, we used the strategy of contacting anyone we knew currently working in a nonprofit or public sector, whether in-state or out-of-state. Though we reached our lowest target goal, our dedication to reaching out and understanding the knowledge of our target audience served to greatly impact the MPA program’s knowledge of its publics and their awareness of the program.

RECCOMENDATIONS

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APPENDIX A- SURVEY QUESTIONNAIRE

Research Question:

What is the value of a MPA degree?

Cover Letter:Dear Participant,

We are students enrolled in a Public Relations Research (MASC 425) course at

Virginia Commonwealth University, and we are conducting a survey to examine

awareness of programs at VCU that relate to your professional field. Therefore, you have

been chosen to participate in this study because you fit our select demographic. In this

study, our demographic are nonprofit and public workers.

We are inviting you to participate in this research study by completing the

attached survey. This survey is brief and should only take 5-10 minutes to complete, and

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your responses will remain confidential. It is our hope that the data collected will help

improve enrollment in VCU programs. We find your responses highly valuable to this

study, and would thoroughly appreciate your help.

Please feel free to contact us for any questions you may have. Thanks once again for

putting your time and effort into this survey, and helping us to better programs of interest

to you at VCU. Everything has been condensed below into a survey link that includes

instructions and survey questions. This will take no longer than 5-10 minutes. We

appreciate your time.

Sincerely,Eman El Saied, Jillian Everett, Jared Ohgren, Charles Beirne, Michelle Russell, Trevon StraughterContact: [email protected], [email protected], [email protected] [email protected],[email protected], [email protected]: Shana MeganckEmail: [email protected]

APPENDIX A- SURVEY QUESTIONNAIRE CONTINUED

Do you currently work in the nonprofit sector?

Yes No

Do you currently work in the governmental sector?

Yes No

What is the size of your current organization?

1-5 employees 6-10 employees 11-20 employees 21-30 employees

31-40 employees 41-50 employees 50+ employees

How long have you been at your current place of work?

0-1 years 2-4 years 5-7 years 8-10 years 11+ years

Do you have an undergraduate degree in an area related to your current career field?

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Yes No

Do you have a graduate-level degree in an area related to your current career field?

Yes No

Do you think an undergraduate degree is enough when trying to find a job in the governmental sector?

Yes No Not sure.

Do you think an undergraduate degree is enough when trying to find a job in the nonprofit sector?

Yes No Not sure.

What do you find is the most valuable undergraduate major to be in your line of work?

[free response]

What do you find is the most valuable graduate major to be in your line of work?

[free response]

On a scale of 1-6 (with 1 being not at all important and 6 being extremely important), what level of importance do you feel obtaining a Master of Public Administration or

related degree has in your field?

1- Not at all important 2- Low importance 3- slightly important4- Neutral 5- Moderate Importance 6- Very important


Do you feel that if you were to obtain a Master of Public Administration you could advance in your current career?

Yes No Already have an MPA.

Are you interested in going back to school?

Yes No Not sure.

Would you be interested in receiving your Masters of Public Administration?

Yes No Not sure

Would you be interested in receiving your Master of Public Administration from VCU? If yes or no, please explain.

[free response] Not sure.

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Would you be interested in receiving your Master of Public Administration from another university other than VCU? If yes or no, please explain

[free response] Not sure.

Do you have any interest in the below areas? (Check all that apply)

Environmental Policy Executive Leadership

Human Resource Management Non-Profit Management

Public Financial Management Local Government Management

Public Policy Analysis and Evaluation

How familiar are you with the Masters of Public Administration (MPA) program at Virginia Commonwealth University (VCU)

Unfamiliar Somewhat Familiar Familiar Extremely Familiar

If you have any knowledge of Master of Public Administration programs, what do other university programs offer that you feel VCU should offer?

[free response]

What is your gender?

Male Female


What is your age group?

18-24 years 25-34 years 35-44 years 45-54 years 55-64 years64 years or older

Ethnicity (origin or race). Please specify your ethnicity.

White Hispanic or Latino Black or African American Native American

American Indian Asian/Pacific Islander Other I’d prefer not to answer.

What is the highest level of education you have completed?

High School diploma/GED Some college 2-year college 4-year collegeMaster’s Degree PhD or equivalent Other

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APPENDIX B- CONTENT ANALYSIS

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APPENDIX C- IN-DEPTH INTERVIEWS

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mpa research book final draft

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