Nonprofits can learn much from big brands and follow their lead when it comes to engaging with supporters through market research channels.
Stockholm, Sweden (PRWEB) December 13, 2012
Charity organizations aim to attract devoted donors in the same way that businesses work hard to obtain brand loyalty with customers. Therefore, nonprofits can learn how to better strengthen their communities by following the lead of brands, and should ask supporters their opinion more regularly, says Cint, a global provider of market intelligence software.
Having in-depth understanding of people’s opinions is a key ingredient in making informed decisions, for both charities and businesses. For a nonprofit, obtaining such insight could shape a marketing campaign, fundraising event, rebrand or even the way donations are allocated to the people it helps or the services it provides. However, the added benefits of engaging with supporters through surveys and studies include keeping the organization front of mind, increasing trust and creating a dialogue in which supporters know their valued view will feed into a particular strategy or activity.
In a study investigating the impact of surveys undertaken by Cint, it was found that 69 percent of people believe brands act on market research results and 56 percent feel more loyal to a brand asking for their thoughts. Understanding opinions and gaining feedback, as well as giving people the opportunity to offer their own ideas, through a research channel allows respondents to better connect with the company or charity that is reaching out.
Moreover, nonprofits can create their own research panels made up of current, past and potential donors, to take advantage of the additional revenue stream offered by market research tools, such as Cint Engage. Every time a member of a charity’s community responds to a survey produced by another brand, publisher or entrepreneur, both the panelist and the charity earns a thank you payment.
Bo Mattsson, CEO of Cint, comments: “Nonprofits can learn much from big brands and follow their lead when it comes to engaging with supporters through market research channels. When people are asked their opinion and know the questioning organization values their views and ideas, increased trust and loyalty are formed. Therefore, not only can the insight obtained from surveys inform decisions across a charity, but the act of opening a dialogue will strengthen the long-term relationship. Plus, the additional revenue stream that comes with owning a research panel is yet another benefit most charities cannot ignore.”