Non-Profit, Education and Government - Sample Studies

  • Type of Product Issues/Needs
    Methodology
    Key
    Learning
  • Type of Product Issues/Needs

    Public University

    Strong Message for Fundraising

    Increase Donor Base

    Methodology

    Focus Groups

    - Older and younger alumni

    - Organized into Donor, Lapsed Donor and Non-Donor cells.

    - Broad discussion of institutional strengths and challenges

    - Monadic review of concepts

    Key Learning

    Younger alumni, with a generally weak donor pattern, showed interest in participating if they could make a difference.

    Older alumni needed reassurance about the university's current direction and drive of the student body. A supplemental on-campus cultural draw could enhance this segment's involvement.

    Opinions coalesced around one theme. Implementation led to record participation and higher per donor gifts. Basic direction continued over multiple initiatives.

  • Type of Product Issues/Needs

    Professional Association

    Enhance the Annual Conference

    Improve Year-Round Programs

    Methodology

    Telephone Focus Groups

    - Current Members, segmented by duration and professional subgroup

    Pre-scheduled In-Depth Interviews

    - One-on-one with Lapsed Members by telephone

    Online Survey

    - Current and selected Lapsed Members

    Key Learning

    It identified the key motivators for initial membership as well as renewing.

    The study isolated perceptions of the conference versus year-round benefits. Rating factor importance and the organization's delivery allowed gap analysis, then program enhancement.

    Top positives were identified for communications. Inputs on prospective sites for future meetings short-cut the list under review.

  • Type of Product Issues/Needs

    Mental Health Center

    Expand Geography

    Highlight New Programs

    Methodology

    Focus Groups

    - Among both past contacts and the larger potential caregiver community

    - Broad discussion of likely search dynamics and competitive awareness

    - Testing of different message platforms and prototype home page directions

    Key Learning

    Those aware of the organization have positive perceptions but generally limited knowledge. Others know of families in need but are uncertain of appropriate programs and/or facilities.

    The broad range of programs, dealing with substance and other behavioral issues, requires ongoing communications that reflect likely key words. Building awareness among healthcare professionals is crucial due to impact of to reach many.

    There was huge discrepancy in receptivity to potential directions. A unifying theme successfully re-launched their website, generating record hits and inquiries. Changes also enhanced results of the annual donor drive.

  • Type of Product Issues/Needs

    Community Service Network

    Increase Young Adult Involvement

    Methodology

    Pre-scheduled In-Depth Interviews

    - Executive and Program Directors across the U.S.

    Key Learning

    Provided an assessment of outreach ideas and rated communications initiatives. Feedback allowed for an enhanced workbook and suggestions for online and in-person training.

    Many suggested new organizations that could benefit from the program.

  • Type of Product Issues/Needs

    Eldercare Support

    Identify Core Strengths

    Test Positioning Concepts

    Methodology

    Pre-scheduled In-Depth Interviews

    - Mix of in-person and telephone

    - Key stakeholders including Department Directors, Board Members, long-term Donors, Referral Agencies and Foundation-based Program Underwriters

    Key Learning

    Most external stakeholders are aware of only one or two programs, but see those as high quality and delivering crucial services.

    A new umbrella positioning offers the organization opportunities for enhanced awareness and greater community utilization, without serious risk on the fundraising side.

    The research and internal momentum led to a new name and multi-media communications initiative.

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