A NEEDS

ASSESSMENT FOR
FIRSTLINK

Presented by: Jade Monroe, Lauren Cammack, Kelli Flieth, and Zachary
Vietz

REACHING THE UNREACHABLE: A NEEDS ASSESSMENT FOR

FIRSTLINK
Before moving forward, it is vital to know exactly where you stand. To discover this, we will create a
needs assessment for FirstLink outlining how well they are currently reaching North Dakota State University
students studying Theatre Arts and English. Our assessment will allow FirstLink to increase their ability to
reach students who may be interested in their services. Additionally, this document will help FirstLink learn
how they can effectively enhance their brand and connect with local arts groups. Through interviews with a
FirstLink representative and our own experiences as students at North Dakota State University, we are
confident that we can create a needs assessment that will allow FirstLink to grow and develop as a fixture
in the Fargo-Moorhead community.

CURRENT SITUATION
FirstLink was founded in 1967 as a community volunteer service, and added their hotline in 1971.
Today, FirstLink operates a 24/7 national helpline, offers suicide prevention training, and connects people
to a variety of volunteer opportunities within the Fargo-Moorhead community. Because this community is
growing and changing at an almost alarming rate, it is vital for FirstLink to do everything they can to keep
up with the ebb and flow of its transitions. They are currently in the midst of a rebranding effort. In order to
do that effectively, FirstLink must know where they stand. With the large number of students in the FargoMoorhead area, it is vital for FirstLink to expand their ability to reach students at the local colleges and
universities.
Our report will give FirstLink the ability to understand their strengths and weaknesses. Additionally,
they will be able to identify parts of their advertising plan and brand that must change in order to reach as
many people in the Fargo-Moorhead community as possible. This assessment will help FirstLink expand
their on-campus presence, and provide students with information they can use to help themselves and
others.

OBJECTIVES
This needs assessment focuses on the North Dakota State University campus. Specifically, FirstLink
wants to answer the following questions: Are NDSU English and Theatre students aware of FirstLinks
services? What is their opinion of these services? Have they used them/do they think they would if need
be? Do students feel that these services are well advertised? If not, how can FirstLink increase campus
awareness? What do students know about mental illness? How do they view mental illness (real/not real;
serious condition/character flaw)?
Our goals for this project are twofold. First, we will provide FirstLink with an assessment that will
help them continue to effectively serve our community. At the same time, we can assist the community in
which we live, improving it for future generations. We hope that our report will lead to a greater
understanding and use of the mental health resources and volunteer opportunities available in the FargoMoorhead area.

Second, we will create a simple yet effective way to examine how well FirstLink is currently reaching
English and Theatre students at North Dakota State University. This understanding will enable FirstLink to
modify their marketing methods in order to better address the needs of university students in our area.

Survey Description
This survey gives FirstLink accurate information on their target demographic. This includes
basic demographic information, perceptions on mental health, and their knowledge of local
volunteering opportunities.

Utilizing Survey Data

After obtaining the surveys from the targeted demographics, Theater and English students, it is
important for the data to be properly analyzed and interpreted. In addition to looking for common themes
and trends, the analysis of the survey data should include a comprehensive quantitative and qualitative
assessment.
First, the quantitative assessment should address the frequency of certain responses, in order to
accurately calculate prevailing trends and themes within the data. For example, how many freshman know
of volunteer opportunities on campus compared to juniors or seniors? If there is less knowledge available
to those younger populations, perhaps FirstLink should be more active within the orientation and Welcome
Week events on campus. Conversely, if freshman are attuned to the volunteer opportunities offered, but
juniors and seniors are less engaged, FirstLink will then have the challenge of reaching out to older
demographics through unique networking streams. If there is no significance in the awareness of
volunteering opportunities or mental health, then FirstLink has the opportunity to further outreach out to
the student population as a whole.
Second, a qualitative analysis needs to be completed to ensure the content of the answers is
understood. Most likely, this will be the most time consuming analysis of the survey data. While assessing
the survey responses, keep a tally on prevailing themes and trends that appear.
Finally, after completing the data analysis and identifying prevailing themes and trends, a two-fold
step begins. In addition to drawing on the implications of the results of the survey, FirstLink should replicate
the survey within other departments and colleges on campus. Do Engineers have the same perception on
mental health as English or Theater students? How do agriculture students go about volunteering in their
local communities compared to other student demographics? The answers to these questions are
important. Using the initial survey information to further understand students, how they volunteer, and
how they perceive mental health will allow FirstLink to create an effective marketing plan.

Understanding and Reaching Students

FirstLink has a long and continued history working with the students of North Dakota State
University. Our goal as a group it to ensure this relationship is continued and bolstered, leaving no stone
unturned. We are confident FirstLink can continue to improve and move these relationships forward by
efficiently utilizing social media, direct service organization contact, establishing strong relationships with
the NDSU Greek community, and building a strong presence at campus-wide events.
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Regardless of the organizational mission or goals, social media can be an effective outlet to reach
young demographics. In our experience on the NDSU campus, it does not matter if the students are
Freshmen or Seniors. They are connected on some form of social media. These communication outlets
enable students to follow and find the information they need, at the pace that works for them.
Additionally, students can join groups and events in which they are interested, and share these
groups and events with friends effortlessly. Thus, awareness of service projects spirals up across a large
number of friend groups. Hashtags are another useful tool to spread awareness of FirstLinks work. We
recommend promoting #FirstLink or #ServingOurCommunity on FirstLinks organizations social media
pages. Our group also recommends FirstLink create a strong presence on the following social media
platforms to further outreach to the campus community:

Facebook
Twitter
Instagram

While social media provides a supplementary communication outlet for FirstLinks work, face-toface contact and direct interpersonal communication can be the most persuasive and effective. Our group
strongly recommends speaking with and directly contacting the wealth of volunteer service organizations
on campus. Table 1 provides a comprehensive list of service organizations on campus that are dedicated to
helping their local community. Whether providing handouts on the mission and work of FirstLink, speaking
at a meeting next Fall, or miscellaneous networking/outreach, staying in contact with these organizations
will ensure FirstLink continues their strong reputation with the service minded students of NDSU.
Additionally, Table 2 provides a comprehensive list of Greek organizations on the NDSU
campus. Fraternity and Sorority students balance the rigors of their academic curriculums with a
dedication to service. Linking in with these organizations, similar to linking in with student service
organizations, will help FirstLink stay connected with these students. Perhaps FirstLink can coordinate with
these organizations to help link them into new and exciting service opportunities, helping both
organizations serve their local communities.
Finally, there are a few big service opportunities on campus worth noting. FirstLink has a strong
connection currently with the NDSU Volunteer Network, but our group wants to make sure that all
important service events are mentioned in this report. We strongly recommend that FirstLink is looped
into the following service events:

NDSUs Big Event

Martin Luther King Jr. Service Challenge
Fill the Dome
Giving Tree
Halloween Childrens Carnival

NDSUs Volunteer Network can be contacted for further information on these events at 701 231 1055 or
[email protected]

BENEFITS
Our plan includes numerous benefits. First, this survey will provide information that highlights
FirstLinks current needs. Additionally, this survey will highlight FirstLinks strengths.
We can utilize the survey information to address the needs of the NDSU campus. From there, we
can branch out to other area colleges and universities, giving FirstLink a greater understanding of marketing
focused on the college population.
From there, we can address the marketing needs of FirstLink by providing strategies to reach the
college population. Within the campuses, focusing on the pre-existing student organizations is a simple way
to reach a large number of students and engage them in local volunteer opportunities.
From there, FirstLink can increase volunteer participation among college students, thus increasing
the amount of volunteer work completed in the Fargo-Moorhead community. Additionally, FirstLink's name
can become even more prominent in volunteer circles than it already is. By engaging in events such as the
Big Event and MLK Service Plunge, FirstLink can further their connection to student volunteers. Further,
FirstLink can benefit from putting on their own event. Such an event would include all the benefits of those
mentioned, as well as increase name recognition on campus.

TIMELINE
The beginning of the project enabled us to evaluate the opportunities we could pursue for the final
project by completing a search memorandum. This memorandum allowed us to explore the grant
possibilities in our region and fields of interest. Through this we narrowed the field down to businesses that
focus on serving the community. We met with one of their representatives, and she brought up what they
would like to see in the future. We began brainstorming ways to supply a survey that can help them define
their current needs. We completed a letter of intent, which lays out the basis of our proposal. Our group
met weekly to compile ideas and writing assignments for that period.
After completing the letter of intent, we began building our survey. The intent is that FirstLink will
distribute this survey to college students within certain departments. Namely, students majoring in either
English or Theatre. While building the survey, we each interviewed an individual who knew about the grant
process in order to improve our grant writing skills. We continued to compile our work and ideas
throughout this process. We will provide FirstLink with a digital copy of our final product.
Below is our timeline for this assesment:

CONCLUSION
By creating a survey that will examine the current needs and opinions of English and Theatre
students at North Dakota State University, we will enable FirstLink to develop a clear understanding of the
targeted demographic. Additionally, we will measure FirstLink's current reach on campus, highlighting areas
in which they excel and areas in which they can improve. Combining this information will guide FirstLink
toward making the best possible choices in their rebranding and marketing efforts.
By using the analysis methods we have outlined, FirstLink can use the survey results to examine
common themes and trends. Creating a comprehensive quantitative and qualitative assessment will ensure
accurate calculation of trends within the data, as well as enhance FirstLink's understanding of the data.
Replicating the survey in other departments at NDSU will ensure that the results are accurate and
applicable to other demographics. A clear, accurate analysis of the survey results will allow FirstLink to
improve their marketing strategies. Additionally, FirstLink will know what brand will most effectively reach
the targeted demographic.
There are myriad benefits to this survey. First, completing this survey will give FirstLink a holistic
image of the needs and current situation of the targeted demographic. Second, they will be able to make
well-informed decisions on rebranding and marketing efforts. Third, FirstLink will be able to work with
other local organizations to increase volunteerism among the targeted demographic. Finally, simply by
administering this survey, FirstLink is making contact with English and Theatre students at NDSU. This is in
and of itself a vital first step toward ensuring widespread community support and involvement.
Thank you for giving us the opportunity to work on this project. If you have any further questions or
suggestions for improving our plan, please contact Kelli Flieth at (701)306-7097. You can also email her at
[email protected] or [email protected].

APPENDICIES
Appendix 1.1: Survey

Help Us Improve Our Services!

Please take a moment to help us improve your experience with FirstLink.
Demographics
Year in school -

Major -

Freshman
Sophomore
Junior

Are you employed outside of school?

English
Theatre
Other - _______

No
Yes How many hours per
week? ___________

Senior/Graduate

FirstLink and Volunteering

Have you heard of FirstLink?

No
Yes From who/where? _______________

Which of the following services did you know FirstLink

offers?

Helpline/Suicide Support
Disaster/Crisis Services
Volunteer Network
Training

Yes
No
Havent used their services

Which of the following services would you use?

Helpline/Suicide Support
Disaster/Crisis Services
Volunteer Network
Training
None

None

How often do you volunteer?

Would you recommend FirstLinks services?

Weekly
Monthly
Rarely
Never

Where do you look for volunteer opportunities?

School Website
Newspaper
Social Media
Other - _______________________

Mental Health Perceptions

How knowledgeable are you about local mental health
services?

Very Good
Good
Somewhat Aware

Where do you get you knowledge on mental health services?

Television/Movies
Classes
Social Media
Other - _______________________

Not Aware

How interested are you in taking an education course on

mental health?

Very Interested
Interested
Neutral
Not Interested

How interested are in receiving free training on suicide

prevention?

Very Interested
Interested
Neutral
Not Interested

Thank you for your participation!

Appendix 1.2: NDSU Student Service Organizations

Bison Information Network

Circle K International
Collegiate 4H

Habitat for Humanity

Lions Club
Volunteer Network

American Legion

Special Olympics College

NDSU Student Service Organizations

NDSUs 100% student-run television station. Specializing in
television news and sports, remote productions and commercial
production.
Circle K International is a student lead, global volunteer service
organization. They strive to build fellowship and the leaders of
tomorrow.
Collegiate 4-H is an organization that provides its members with a
sense of identity on campus, enriches their lives through group
projects and recreation, and develops confident and leadership
skills.
Vision statement: A world where everyone has a decent place to
live. Seeking to put Gods love into action, Habitat for Humanity
brings people together to build homes, communities and hope.
Lions Club is the worlds largest international service club that is
committed to helping the local and international community.
Their motto is We Serve
The NDSU Volunteer Network The NDSU Volunteer Network
helps students find service opportunities in the Fargo-Moorhead
and surrounding communities. Our staff works closely with
volunteer agencies to identify individual and group service
opportunities that suit student interests and skills.
The NDSU American Legion Post 400s mission is to promote
reintegration and success of all service members and veterans
through education, community service, volunteerism, and living
the mantra continuing to serve.
It is their mission to establish a welcoming, fair play, and
nondiscriminatory environment for people with intellectual
disabilities in the Fargo Moorhead area.

Appendix 1.2: NDSU Greek Organizations

Alpha Gamma Delta
Alpha Gamma Rho
Alpha Tau Omega
Delta Tau Delta
Delta Upsilon

NDSU Greek Organizations

Farmhouse
Kappa Alpha Theta
Kappa Delta
Kappa Psi
Sigma Alpha Epsilon

Sigma Chi
Sigma Nu
Sigma Phi Delta
Tau Kappa Epsilon
Theta Chi

EVALUATION CRITERIA
Rhetorical situation:
Responds to FirstLink with carefully constructed arguments
Develops a logic that shows relation to each section to the next
Fits all generic slots (situation, objectives, methods, qualifications, costs, benefits) or all slots asked for by
FirstLink.
Responds to hot button issues and has these developed as themes throughout the document
Employs effective transitions
Incorporates information that reflects careful research on the topic.
___/90 points
Visual Design:
Professional design choices employed via C.R.A.P
All design choices show attention to consistency
Charts and graphs are used when appropriate
Professional Presentation is clear and present
___/25 points
Survey Design:
Professional design choices employed via C.R.A.P.
Consistency in question formatting
Layout is clear and uniform
___/20
Grammar/Mechanics and Usage:
Point of view remains consistent throughout the document
Lists are employed when relevant
Professional language and tone is used throughout the document
Demonstrates careful attention to editing and proofreading
___/15 points
Overall:
___/150 points possible

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