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organizational media I Am RVA do not have any representative or formal organizational media. This is partially due to them being a startup nonprofit (launched in May 2015). However, what may work for I Am RVA is creating a blog or working in tandem with nonprofit media organizations to gain media attention and traffic to their website. According to the Council for Foundations, Nonprofit media organizations are receiving a lot of media attention these days for stepping up to fill a void in critical public interest reporting (Council for Foundations, 2015). website I Am RVA’s website is used as a resource for the organization’s mission statement, goals and objectives, sponsorships, and current/future events. Aesthetically, the website offers a minimalist quality with a clean background and layout. Its functionality and usability are functional, but transitions are slow. Most items can be reached within 23 clicks from the homepage. I Am RVA also capture newer design techniques by using web anchors to quickly engage users with the top content source tabs. Images are also clear and buttons are visible and easy to find. The webpage’s lack of visual content, user interactivity, and textual/visual balance breaks the seamlessness of the website. This is formally shown underneath the ‘About Us’ tab which displays column style information about each member of the organization. Due to its heavy textual layout, information is clouded and not easy to digest. 24
The Nonprofit Website Project Handbook offers guidance to nonprofits seeking to build engagement through website use and development. Listed is information containing a step-by-step process on ideas, tools, and tips for creating a user-friendly, engaging and resourceful webpage to support your nonprofit’s cause. If I Am RVA enhances their visual content, express meaningful content through text and their public’s perspective they could increase engagement and consumer appeal. media coverage I Am RVA have obtained minimal media coverage since their launch in May 2015. Style Weekly wrote an article “I Am RVA Is Selling Chrome Bike Helmets for Charity” on August 11, 2015. From the article: “The first order of 288 helmets, which can be preordered, will be available Aug. 27 during a launch party at the Valentine museum”, Keel says. Venture Richmond also has donated $5,000 to help defray costs. Style Editor Jason Roop volunteers on the board of the nonprofit. A larger order is expected in November. Keel says the plan is to set up local charities that can raise money for projects by selling helmets through IAmRVA.com: “The buyer would go to a computer, click on the dropdown and pick the charity they want.” Keel says I Am RVA’s signature helmets will keep Richmond bikers safe while acting as a “unifying symbol the public will associate with our vibrant community,” (Galuszka, 2015). In a RVA Mag article, “Local storytelling series Secretly Y’all brings first bike themed festival to former GRTC bus depot” I Am RVA was also mentioned. “Over the last two months, Brady and King contacted local bike shops and organizations to come out and support the inaugural event. Rag & Bones Cooperative, a Scott’s Addition bicycle repair shop, is sponsoring Bicycle Y’all and RideRichmond, I Am RVA and BikeWalk RVA are also on board,” (Amy, 2015). 25
Page 1 and 2: I AM RVA RESEARCH | FALL 2015
Page 3 and 4: executive summaries
Page 5 and 6: industry research Many non-profits
Page 7 and 8: safety If respondents answered that
Page 9 and 10: interviews Our research group was t
Page 11 and 12: Interviewees believe the best optio
Page 13 and 14: secondary research
Page 15 and 16: size and scope Again, I Am RVA is r
Page 17 and 18: Sarah Knapton, a science reporter f
Page 19 and 20: legislators Cycling related legisla
Page 21 and 22: Universities breed 20-minute neighb
Page 23 and 24: There are already numerous resource
Page 25 and 26: I Am RVA is primarily engaged with
Page 27: twitter I Am RVA has 65 followers o
Page 31 and 32: social, political, and economic con
Page 33 and 34: The Science Museum of Virginia had
Page 35 and 36: motorists opinion of cyclists Time
Page 37 and 38: industry research The Richmond area
Page 39 and 40: “two way street” An Ad Campaign
Page 41 and 42: competition and similar organizatio
Page 43 and 44: helmets-r-us Helmets-R-US would ser
Page 45 and 46: method We chose to distribute a sur
Page 47 and 48: Question 3: Are you a cyclist? Resu
Page 49 and 50: Question 7: For what purposes do yo
Page 51 and 52: Question 11: Have you ever been ser
Page 53 and 54: Question 15: How do you get your ne
Page 55 and 56: Question 19: Have you ever heard of
Page 57 and 58: Question 23: What is your annual ho
Page 59 and 60: interviews 57
Page 61 and 62: Question 2: What are your suggestio
Page 63 and 64: Question 10: In what ways could I A
Page 65 and 66: method Our primary research method
Page 67 and 68: promises of helmet wearing are stro
Page 69 and 70: 5 Reasons to Ride Bikes on Campus.
Page 71 and 72: LaMotte, Peter and LEVICK. How Not
Page 73: Vassar, J. (2014, August 16) Bicycl

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