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Marketing Research Articles Related to the Non-Profit and Fund Raising

Marketing Research Articles Related to the Non-Profit and Fund Raising

Showing items 1-19 of 19.

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Ad agency uses Web-based qualitative with teens to help develop public-service campaign

Published
May 2009
Authors
Dana Slaughter and Kristin Schwitzer
Abstract
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.

Agency uses qualitative and quantitative techniques to tackle an advertising campaign for the Cleveland Browns Foundation

Published
May 2003
Author
Jennifer Hirt-Marchand
Abstract
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.

Charlotte art museum uses research to light path into 21st century

Published
February 1998
Author
Michael Straus
Abstract
Mint Museum of Art used focus groups and mailed questionnaires to measure awareness, usage and attitudes toward the existing museum and a proposed new museum. The information was used to guide marketing of both the old and new museums.

Data Use: Measuring sponsor longevity using survival analysis

Published
January 1994
Author
Thayer Allison
Abstract
Many enterprises depend on long-term relationships with clients who send regular payments. In its efforts to obtain and retain donors, Compassion International used survival analysis to determine how long a typical sponsorship lasts.

Focus groups shape ads designed to expand market for Federal Duck Stamp Program

Published
March 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
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.

Focus groups, phone survey give North Carolina arts councils valuable audience information

Published
December 1996
Author
Joseph Rydholm, Quirk's Editor
Abstract
Two North Carolina arts councils used a phone survey and focus groups to better understand community and audience.

How a lack of money turned me into an innovative researcher

Published
April 2013
Author
Clint Jenkin
Abstract
Ethnography, a DIY community and turning a survey into a virtual press conference were just some of ways one in-house research team overcame budget limitations to generate valuable insights.

How to design research for public release

Published
April 2013
Authors
Peter Gold and Laura Light
Abstract
Planning on using survey findings as fodder for a press release? Take these tips into consideration to make sure the information has impact, relevance and longevity.

In Case You Missed It... June 2010

Published
June 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: anti-drinking advertising can backfire; Florida law enforcement using focus groups to solve cold cases; writing hotel reviews

Keep America Beautiful uses one-on-ones to test replacement for long-running TV spot

Published
March 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
Keep America Beautiful used one-on-one interviews with consumers from a wide variety of backgrounds to test a new advertisement concept featuring baby surrounded by mounds of garbage.

PBS station tests direct mail pieces with dial response measurement system

Published
March 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
To pre-test the effectiveness of a mail campaign to renew lapsed members, a Phoenix-area PBS station, KAET-TV, gathered feedback from groups of lapsed KAET members by using MACH 2, a dial response system. Via hand-held controllers, each individual responded to two mail pieces. The sessions finished with a focus group to elicit more open-ended responses

Perception Analyzers aid development of ad campaign for prenatal care programs

Published
June 2003
Authors
Steve Appel and Barbara Bird
Abstract
AIDS Institute used focus groups and Perception Analyzers in its development of a multimedia campaign to convince more women to get prenatal care.

Quest research pays off for United Way

Published
October 1986
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
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.

Research aids in growth, success of church

Published
January 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Wooddale Church in Eden Prairie, Minn., is proof that market research and a desire to be consumer-driven have a place in religion.

Research supports United Way's decision to use paid advertising for the first time

Published
June 1990
Author
Quirk's Staff
Abstract
United Way of Minneapolis conducted phone interviews before and after a paid advertising campaign to see if the advertising campaign was worthwhile.

Research-on-research helps American Cancer Society assess the best modes for an ongoing study

Published
February 2009
Authors
Linelle M. Blais and Margaret R. Roller
Abstract
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.

Satisfaction research puts Twin Cities United Ways in touch with their core donors

Published
October 1996
Author
Joseph Rydholm, Quirk's Editor
Abstract
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.

Symphony tunes into research

Published
May 1988
Author
Quirk's Staff
Abstract
The Jacksonville Symphony Orchestra completed a series of focus groups and a telephone survey to determine how it might increase its ticket sales. The key issues addressed in the focus groups were quantified in the telephone interviews.

Trade Talk: Looking for bright spots among the gloom

Published
December 2008
Author
Joseph Rydholm, Quirk's Editor
Abstract
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.