As an active and responsible NGO you may have some questions regarding your market.

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2017

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Who is close to me?What is the market?
How to communicate?What is my image?
 Who are my contributors?
 Why are they giving?
 Who stops to contribute and why?
 Who are the volunteers working for us?
 What drive them?
 Are my contributors satisfied? What element in
particular? What are my key success factors and my
evolutions priorities
 …
 What is the attractiveness of my communications? Is
the message correctly decoded?
 What is the most efficient communication regarding
the agency proposals?
 Do we need to be part of this event?
 What are the best practice to recruit contributors?
 How is appreciated our magazine?
 What about Facebook?
 Are we present enough?
 …
 Who knows your NGO?
 What is the origin of the awareness?
 What is the credibility of my NGO?
 Is my public image relevant with the wanted image of
the NGO?
 What are the strengths & weaknesses of the NGO?
 …
 Who are my « competitors »?
 Who are the classical contributors? What drives them?
 What are the images of NGOs on the market?
 How is my NGO different from the others?
 What values are seen by my members and are they
seen by the non members?
 …
Problems encountered by associations
As an active and responsible NGO you may have some questions regarding your market :

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Our solutions
 At Incidence, we create customised surveys for your associations needs : image and
awareness survey, contributor survey, pre and post advertising tools are on offer :
Image and
awareness
survey
Contributors
surveys
Advertising
pretesting
Advertising
post-testing

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Image and awareness survey
 The goal of this survey is to analyse the awarness and the image of the NGO for the general
public:
 Awareness of the NGOs  What is the presence of mind of the NGOs ?
 Image of the NGOs Drawing of the perceptual mapping of the NGOs
 Donors typology  What is the donors typical profile?
 Focus on your NGO What is the image of your NGO for the general public?

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Contributors surveys
 The main goals of this survey is to give you the keys for the best practices with your
contributors (donors, volunteers, employee…):
 Choice of the supported association  How a non-donor becomes a donor?
 Communication assessment  What are the most efficient communication model for
your target?
 Assessment of the actions carried out by the NGO  How these actions are
understood by the contributors?
 Contributors satisfaction survey  Who are satisfied and why ? How to improve
satisfaction?
 …

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Advertising pretesting
 The main goal of this pretest is to evaluate qualitatively the campaigns developed for the NGO.
This test ensure you that the campaigns are responding to the briefing and that the target
understand the message you want to send. You can also use this survey to choose between
variant developed campaigns by your communication agency.
 The pretest model that we developed at Incidence is a 4 levels test that measure different
points of the campaign:
Attractiveness value: the eye catching potential of
the campaign
Informative value: understanding of the content,
credibility, perception of the message…
Emotional value: strengths & weaknesses, global
score…
Commitment: the ability to transform the public into
contributor, to raise awareness…

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Advertising post-testing
 You can also analyse the impact of your advertising campaign on your public.
 At Incidence, we developed a 3 steps analysis tools:

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Preparation
 Defining your needs
 Questionnaire design
 Methodology
 …
Fieldwork
 Participant selection
 Data collecting
 …
Data processing
 Data cleaning
 Statistical analysis
 …
Reporting
 Analysing results
 Drawing conclusions
 Recommendations
 Oral presentation
 …
 Incidence can help you every step of your project:
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Support

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Contact
For further information or if you have any questions please
do not hesitate to contact team Incidence :
Vincent Ravet :
Managing Partner
+32 (0) 473.681.690.
vravet@incidence.be
http://www.linkedin.com/in/vincentravet
www.incidence.be
Geoffroy Comhaire :
Managing Director
+32 (0) 475.766.763.
gcomhaire@incidence.be
http://www.linkedin.com/in/geoffroycomhaire
www.incidence.be
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