Conducting Market Research With Non-Profits

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.

Familiarity breeds contempt? A study of positive bias in online communities

Many researchers are concerned that ongoing, long-term interaction between consumers and brands causes heightened brand awareness and affinity among an engaged and informed sample. This article addresses whether engagement leads to positive bias, based on research from Communispace.

In Case You Missed It... June 2010

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

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.

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Related Articles

There are 20 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Dialing for dollars

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

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.

Symphony tunes into research

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.

Measuring sponsor longevity using survival analysis

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.

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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Specialties

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