Analysing Youth Perception of Start-up Donor Funding: a Case Study of the Kenya Youth Employment Opportunities Project (Kyeop)

Abstract

This study on the Kenya Youth Employment Opportunities Project (KYEOP) aims to offer important insights into the elements that influence young people's perceptions of start-up donor funding and how these perceptions may change as a result of receiving such funding. The study illustrates the significance of perception in the communication process, where personal experiences, cultural background, beliefs, values, attitudes, and prior knowledge affect how people interpret and react to information. It further identifies key mechanisms by which youth perception affects communication and public opinion namely; framing, persuasion, attitude formation, and selective perception. The results indicate the difficulties of accessing funding among young entrepreneurs, the significance financial support and trends of changing perceptions throughout the funding implementation cycle. The study also investigates changing perceptions despite the funding programs. A positive effect on the beneficiaries' lives, in the form of financial independence, empowerment and job opportunities has been noted. Here, the results show that positive correlation between youth perceptions increased understanding of start-up donor funding. The study emphasizes the significance of comprehensive youth employment programs like KYEOP, which go beyond offering financial support, long-term sustainability, skill development, and empowerment. The research used survey questionnaires with Likert scale and open-ended questions and key informant interviews.