Nonprofit Innovation Survey 81%launched a new service in the last two years Adopt marketing tools to: Build new products Refine existing product lines Increase social impact Strategy development and value proposition will protect funding, volunteers and talent
+ Methodology Nationalsurveys of nonprofit senior executives and board members study: Nonprofit innovation practices and Experience using custom marketing research services
Sustainable Impact is a unique study that examines service development in the nonprofit sector. This initial survey polled 110 nonprofit executives and board members from a wide range of organizations. Nonprofit Types Nonprofit by number of employees National Responses Nonprofit by annual revenue 67% Midwest 11% East Coast9% West Coast 13% Southwest
Ways to enhance your social innovation Conduct market testing prior to launch Integrate your constituents experiences and motivations into your new product development and marketing strategies. Use segmenting techniques to build viable products Select an innovation strategy
Conduct Market Testing Prior to Launch Market testing benefits Two-thirds in the following ways: (67%) Product Positioning of nonprofits surveyed Capitalize on do not test the viability constituents’ hot of new products prior to buttons market launch. Identify unmet needs
Integrate constituents’ experiences and motivations Successful companies build products centered on users’ experience Involving users mitigates market risks Market testing can be any of the following: Constituent’ perceptions, preferences, prioritized needs Markettesting empowers nonprofits to build winning products
+ Use segmenting techniquesSegmenting allows nonprofits to build viable products for specific groups. Every group willhave different needs and segmenting allows nonprofits to enhance their respective socialmissions and avoid mission creep. Below are a handful of segmenting techniques. Demographic Behavioral Values, Attitudes, Lifestyles Nonprofits can Can be separated This category is enhance their social by : Outcome-driven, impact by building therefore nonprofits Age products around any need to categorize of the following Gender according to: categories: Family lifecycle Brand loyalty Activities Experience with the Occupation Interests nonprofit Generation Occasions that Opinions stimulate participation Values
Select an innovation strategy Each type of innovation strategy requires a different tool These products create a whole new market. Some examples are social venture funds New-to-the-world and social enterprises. This category accounts for about 10% of new products. The products take the firm into a new category. The products are not new to the world, just new New to the to the firm. Examples are conferences and social media. They account for about 20% of new organization products. Product Current products are improved or modernized. Some examples are new and improved Improvement programs. This category accounts for 26% of new products. These are line extensions designed to flesh out the product line offered to the firm’s current mar Product Line ket. Examples include a career conference to compliment a job-training Extension program. They account for about 26% of new products. Product Products that are targeted for new use or applications. This can be used when participation is Repositioning waning. They account for 7% of new products. These products replace existing lines but provide the same performance at a lower cost. These Cost-savings comprise about 11% of new products.
+ About Virtuin A marketing research and strategy firm servicing nonprofits and social enterprises
About Virtuin Vision: Build sustainable enterprises Mission: Advance its clients’ social impact via strategic product management and business development. In operation since: 2008 Client focus: Nonprofits, educational institutions, social enterprises, and foundations
+ Contact Information www.virtuinstrategy.comLuis Pablo Martinez Email: email@example.comPrincipal & Founder Cell: (312) 730-3613 Austin Chicago
+ Survey Questions 1. Are you an executive (manager, director, CEO, COO, etc.) or board member at a nonprofit or social enterprise? 2. Is your organization based in the United States? 3. Has your organization launched new services in the last two years? 4. Approximately how many new services has your organization launched in the last two years? 5. Did your organization conduct custom marketing research to evaluate the viability of your new services? 6. Please tell us who leads new service development at your organization. 7. Please tell us how your organization identifies a new service opportunity. Feel free to select more than one answer. 8. In which state is your organization located? 9. Which category best describes your organization? Please feel free to choose as many as apply. 10. How many employees work at your company ? 11. What is your function? 12. Does your organization have earned income initiatives? 13. Does your organization have experience hiring a marketing firm to conduct custom research? 14. What were the primary reasons your organization hired that particular marketing firm? 15. What is your organizations annual revenue? 16. Seven features of a marketing research and strategy firm were tested for preference among diverse nonprofits.