Secondary Data: Market trends and databases already available
Internal data: Data already available in-house
Conduct the research: Guide internal resources or collaborate with external resources in implementing the research
Analyze the findings (statistical; tabulation, transcripts, etc) and interpret/simplify the findings
Be the champion messenger: Create impactful insights & recommendations, and build clear implementation and follow-up action steps.
Step 1 Understand why Research is needed? Step 2 Design the Research Method Step 3 Conduct the Research Step 4 Analyze and Interpret the Data Step 5 Champion and Create Mission-impact with Research
Step 1: Understand why Research is needed? Process: There was a detailed discussion with director of marketing and PR, a board member, and competitive review of local attractions. The questions also revolved around what was already available, what was the strategy of organization and the point of view of the board. Step 2: Design the Research Method Process: We first talked to the patrons visiting the museums, to gut-check our questions and get a constituent perspective/language, prior to conducting the online survey (with members and prospects). So we used both qualitative and quantitative research tools. We also conducted a competitive review of the website and brochures of the competitive attractions. Step 3: Conduct the Research Process: Both phases of research were completed. We used museum interns to assist in the constituent interviews and used 15 min Zoomerang online survey for the quantitative phase. The constituent list was obtained from the museum and purchased through InfoUSA. The qualitative data was first analyzed, and thoughts and hypotheses were tested in the quantitative research. Step 4: Analyze and Interpret the Data Process: Excel and Statistical Analysis in SPSS was conducted to understand data summary and patterns. We analyzed data of close to 500 people. We looked at the data among members/lapsed members/non-members; households with and without kids. Step 5: Champion and Create Mission-impact with Research Process: The findings and recommendations of the research were shared with key stakeholders (programs, board, marketing, etc) with simple and clear action items-for change in plans and increased funding. This museum has seen 20+% increase in membership, due to change in exhibits and events (focused on key members based on research vs. “gut feeling”.
Easy for data capture; Limited for messaging and motivational information
Lifestyle- Generational research (pg 10-11)
Behavioral-Attitudes, barriers, choice research
Values- VALS research
Great for in-depth values and underlying motivations and loyalty, great for targeting; Detailed research and surveys; need to connect better to ROI.
*Sources: Iconoculture, AFP 2011 conference, online sources Generations Gen Y (Millennials) Gen X Boomers Matures Who are they? Other names Born btw 1981-1995 Gen We/Echo Boomers Born btw 1965-1980 Latch-Key Gen Born btw 1946-1964 Generation Me 1900-1945 Traditional Gen Lifestyle Passion for direct social change (do good) Busy, motivated, results-oriented Picky, seasoned, Status-oriented, Philanthropy is part of their wiring What makes them tick? Multimedia, Social Networking & Friends Family (soul-mate) Finding themselves Staying relevant, kids, grandkids Staying in shape; volunteering, independence What ticks them off? Missed Connections Mass Marketing Jobs, Privacy violations, lack of work-life balance Letting go, wrinkles, and retirement Aging, drug costs, loneliness NP Introduction Triggers Involve through friends Involve their children Involve them with interest and trust Involve by impact on community Best approach to engaging them? Ask for cash/time involvement via their friends (and fun!), to champion the org Need to be heard Make them aware of the organization and ask for cash and time (volunteering) Use them wisely through their kids Give to fewer causes, more peer to peer, think on how to reach them before the ask Directly ask them for money AFTER they are aware of your charity Want to help those who have less Messages that motivate “ You will work with other bright/creative people” “ Do it your way” “ Forget the rules” “ You are valued/ needed” “ Your experience is respected”
*Convio Findings, March 2010 ** From already aware charity Use this as rule of thumb- customize and target per your donors Don’t guess; diligence is the best answer for effective targeting Generations Gen Y Gen X Boomers Matures *Average # of Charities ($ for top charity) 3.6 ($161) 4.2 ($272) 5.2 ($211) 6.3 ($280) *Average Contributions/Yr (Annual Contr.) $341 ($9.7B) $796 ($28.6B) $901 ($47.1 B) $1066 $32.7B ) *Predominant Vehicle for Asking*