Conducting Market Research With Non-Profits

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Ad agency uses Web-based qualitative with teens to help develop public-service campaign: The authors used online qualitative research to test several facets of a proposed public-service campaign aimed at getting teens to stop using the phrase “That’s so gay.” Respondents created and posted photo-journals, evaluated potential celebrity spokespeople, reacted to ad concepts and offered insights on how to motivate teens without coming across as preachy.
High-tech sacrifices surge in Lent '09
Research-on-research helps American Cancer Society assess the best modes for an ongoing study: The American Cancer Society tested three different modes - paper-only, paper-Web and Web-only - to analyze the viability of using the Web to conduct its ongoing survey of volunteers. Rather than going online for the sake of it, the authors urge nonprofit groups to instead focus on the basics of good survey methodology.
In Case You Missed It... January 2009: News and notes on marketing and research: mystery shopping churches; tech-savvy families; Reckitt Benckiser
Trade Talk: Looking for bright spots among the gloom: A quick search of holiday-related news found a few reasons for hope (consumers say they plan to give more to charity this year) along with indications that even the very rich are feeling the need to cut back on their spending.

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There are 19 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Preserving the preservationists: The U.S. Fish and Wildlife Service enlists the help of a research and advertising firm to determine how to reach a new audience and broaden the market for duck stamps, currently required for duck hunters and of interest to stamp collectors. The focus groups tested a range of creative appeals, including: buying the stamps as a way to save the environment; buying and collecting them as an investment; and giving stamps as gifts to others. The focus groups helped determine that the stamps’ beauty and collection value weren’t enough to entice buyers, and instead, stamps were offered to consumers as a way to save wetlands.
Religiously speaking: To find Jewish respondents to participate in its National Jewish Population Study study, the Council of Jewish Federations and the City University of New York used used EXCEL, a telephone omnibus study conducted by AUS Consultants-ICR Survey Research Group. After suitable respondents for the Jewish population study were identified through the omnibus study, they were re-contacted to determine their interest in participating in 30 minute telephone interviews.
A united effort: The Twin Cities United Ways used a print survey to investigate customer satisfaction among three core segments: employees of large corporations who contribute through workplace donation programs, volunteers and agencies. The research has provided valuable donor information.
Quest research pays off for United Way: In the past, marketing research was too expensive for many United Way organizations. But all that has changed, thanks to a new research program called Quest. By utilizing innovative survey techniques and technology, Quest allows United Way organizations to improve communications, identify key services and improve fundraising easily and inexpensively.
Bridging the gap: The Cleveland Browns Foundation used one-on-one in-depth interviews with multiple staff and board members and 213 online surveys with foundation donors and prospects to develop a brand identity and supporting advertising campaign.

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Related Associations

ESOMAR

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Related Events

MRA FALL CONFERENCE: November 10-12, 2010; The Marketing Research Association will hold its annual fall education conference on November 10-12 at Walt Disney World in Orlando, Fla.