Non-Profit Case Study

Situation:
A human services non-profit was concerned about future, diminishing donation levels for a specific program due to changes in the tax structure. The organization wanted to test its hypothesis that most donations are made primarily for the tax benefit and to identify strategies for overcoming this barrier as the tax structure is most likely perceived as less favorable for the donor. Therefore, the non-profit wanted to identify communication points that would motivate donations in spite of the new tax structure.

Solution:
Campos Inc recommended that an online survey be conducted among previous year donors to identify their motivations for donating as well as to determine their satisfaction with the donation process. In addition, Campos Inc recommended a study among the general public (non-donors) to gauge their awareness of the non-profit donation program and their willingness to donate to that organization. Data from comparable questions were used to conduct a profile analysis of demographics and donation behaviors between donors and non-donors. In total, over 1,100 surveys were completed.
 

Results:
The organization learned that while past donors did want and use the donation as an itemization on their tax return, motivations for donating were also strongly based on a desire to help the organization in general or specifically because of a family member’s/friend’s affliction with the disease. While awareness building of the organization is needed to inform potential donors of the program, the findings revealed that potential donors could be targeted in ways other than mass TV advertising. Based on the profile analysis, donors are more Internet savvy than the general public and the organization’s key word search for the program was in critical need of optimization. The findings also exposed, to the delight of the organization, that donors were champions for spreading awareness of the program among their social circle. Consequently, the organization has developed a formal referral program to more strategically enlist the recommendations of its donor base to increase future donations. Due to the addition of satisfaction questions, it was determined that the most recent donors had experienced more customer service issues during the donation process. Strategies have been deployed to address these problems as satisfied donors have been recognized as a critical source of future donations and referrals.


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