Engaging Experiences – Tell the Story!
By: Gary Schwebach and Tim Thurston, Servant’s Heart Research
This is the first in a (hopeful) series of blog articles about our adventure into engagement research.
Servant’s Heart Research conducted a survey for a local non-profit organization wanting to know how to engage donors better. The organization is fairly well known in the community and had over 20 successful annual fundraising events.
Like most survey research, some results confirmed what was known (or expected) while others were a surprise. Donors rated our client really high on recommending this charity to others as well as continuing annual support. The executive director was quite happy with this! What ED wouldn’t be?
The “hand-slapping-forehead” moment came when the executive director realized the charity is not doing enough to tell what impact they have in the community.
Donors felt strongly that the non-profit was an important part of the community and were satisfied that it aligned with their personal philanthropy, but only knew the general dollar amounts raised. Donors wanted to know how lives were impacted!
Obtaining and incorporating donor feedback into a non-profit’s operations is one of the most effective means for keeping donors engaged and for attracting new donors. Surveys can offer non-profits actionable insights on what is missing and how to increase new donors. Donors will see their opinions are not only valued, but are being utilized within the non-profit.
For this non-profit, stories had to be included when they touched donors. The lives of those impacted by the generosity of donors connected the donors to the non-profit in a more personal way and validated their involvement.
About the Authors
Gary Schwebach brings a diverse background of designing research program that address brand and mission challenges. Prior to founding Servant’s Heart Research, he founded and led G & S Research, from 1997 to 2014. Previously, he taught marketing research and strategy at Indiana University. Gary supports many community focused not-for-profits including the Miracle Ride for Riley Children’s Hospital, Hope International, a trustee at a local church, and various human service charities in the Indianapolis area.
Timothy (Tim) Thurston has years of experience in customer stewardship, operations management, career coaching, and marketing research leadership. Prior to founding Servant’s Heart Research, Tim led project and data teams at G & S Research from 1998 to 2012. Growing up in the Indianapolis area, Tim is deeply involved with the community through volunteering with The Salvation Army-Greenwood Food Pantry, Franklin Rotary Club, SAWs Ramps, Outreach Indianapolis, and CYO youth football referee.
About Servant’s Heart Research
We help those who do good, do well. Through our Intelligent Engagement process, Servant’s Heart Research specializes in donor and volunteer engagement research designed specifically for non-profit organizations. www.shresearch.com