Tools for success for non-profit organizations
Understanding how to eliminate costly mistakes and create services and
programs that work may be even more critical for government agencies
and non-profits than it is for other types of organizations. Non-profit
entities may not face the same competitive issues as their for-profit brethren,
but they may face greater accountabilities and oversight to ensure precious
resources are best spent on behalf of their citizens and constituencies.
Too often, non-profit agencies are convinced that professional research
is financially out of reach. This thinking may end up costing more down
the road, because funds will be allocated to programs and services that
have no feasibility.
It is vitally important that the pulse of end users be taken – before launching
efforts to serve them. In SRA Research Group's nineteen years of business,
we have saved money for non-profits by helping them design a path based
on solid research findings.
A few success stories include:
- Prior to going to referendum for a milage rate increase, SRA was hired
to conduct a community-wide survey to determine the level of expected voter
support. Our research results indicated that more than 6 out of 10 voters
would support the milage increase, thus eliminating the need to develop
costly marketing efforts. As predicted from the research, the taxpayers
strongly supported the increase.
- A municipality was preparing to propose a general obligation bond to fund
needed capital improvement projects that would, in turn, be funded by its
citizens. Well-structured focus groups among voters outlined the key areas
that would receive the most support, while further specifying the type
of educational communication needed for it to succeed.
- An agency geared toward supporting children and families needed to determine
the most acceptable way to help parents become better parents. A community
survey statistically defined what was needed, and focus groups were then
conducted to design educational materials to make the marketing targeted
and effective.
- A statewide survey was conducted among diabetic African American seniors
to determine how they get information and what they needed to be better
informed. The first phase was conducted among seniors and physicians serving
the community to discover the best avenues for education. Following the
development of prototype educational materials, focus groups were conducted
to further measure understanding and effectiveness. Market research saved
the agency precious resources by defining how materials should be developed
to enable these seniors to live happier and longer lives.
Non-profits are all-too-familiar with having to make the most of resources
that are in short supply. Research is a tool that should be
considered, because it is financially within reach and decreases the likelihood
of mistakes that would certainly drain already-strapped budgets.‡
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