more on the importance of research
I know in previous blogs and in class discussions, several people did not agree with my statement about the importance of research, but as I did the readings for this week, I couldn’t help but pick up on the continued importance placed on research. In the Relationship Marketing Strategy, it is mentioned that the “cure for poor practice is to understand the customer’s view of the relationship” and “the consumer’s attitude toward the brand or firm must be known.” In an attempt to understand what kinds of interactions customers like, Ch 3 presents a study that was conducted in a questionnaire format. This study got me thinking…
I hold steady on my belief that market research is vital, but I’ve been thinking about ways to keep the costs down for non-profits with budget and time constraints. One suggestion I have is to use research that someone else has already conducted, like the study in Ch3. That way a non-profit can quickly and cheaply get a picture of the market and the customers. My office (the Study Abroad Office) has done something similar. The Assistant Director read a book about marketing to college students to get ideas about what our office could do to better reach our consumers, NC State college students. Although the book was written based on strategies used by companies such as Coke and wasn’t focused on a certain type of university, our office was able to use the data and suggestions and make minor adjustments based on our student population and our products and services. Instead of our office assuming that students will read ads in the Technician, we have information from a study that shows us the effectiveness of print ads versus word of mouth, emails, fairs, etc. Knowing how students want to receive information will help us focus what limited funds and time we have in the right area.
I think that in all of the readings, we will continue to see the importance of research in all aspects of public relations and marketing!! So I think it’s better not to avoid it, but to think creatively about ways to make it feasible for non-profits. :)
I hold steady on my belief that market research is vital, but I’ve been thinking about ways to keep the costs down for non-profits with budget and time constraints. One suggestion I have is to use research that someone else has already conducted, like the study in Ch3. That way a non-profit can quickly and cheaply get a picture of the market and the customers. My office (the Study Abroad Office) has done something similar. The Assistant Director read a book about marketing to college students to get ideas about what our office could do to better reach our consumers, NC State college students. Although the book was written based on strategies used by companies such as Coke and wasn’t focused on a certain type of university, our office was able to use the data and suggestions and make minor adjustments based on our student population and our products and services. Instead of our office assuming that students will read ads in the Technician, we have information from a study that shows us the effectiveness of print ads versus word of mouth, emails, fairs, etc. Knowing how students want to receive information will help us focus what limited funds and time we have in the right area.
I think that in all of the readings, we will continue to see the importance of research in all aspects of public relations and marketing!! So I think it’s better not to avoid it, but to think creatively about ways to make it feasible for non-profits. :)
posted by Emily Burnett @ 11:19 PM
1 Comments:
At 6:04 PM, February 11, 2008,
Tanesha said…
Emily, I would have to agree with you about the fact that this week’s readings all come down to a previous discussion about research. In these readings, though, research seems to apply to everyone involved in making a nonprofit work.
Based on the case presented in the Repositioning article it is the nonprofits duty to make an effort to recognize that the market has changed when it comes to how nonprofits are viewed, funded, and by whom. These nonprofits need to know what would draw donors/volunteers to an organization and then how to accomplish it. The article talks about a shift from traditional fundraising to affinity fundraising and trying to create a niche market based on listening to what people want and are interested. It sounds like common sense but nonprofits are just starting to clue into it.
However, organizations are not the only ones that need to pay attention to trend changes. Potential donors also need to invest in research. In the Who Receives Help the Most article they discussed the fact that people are more likely to donate to nonprofits that target a more socially acceptable and approved cause than the one that might benefit the most people. They believe that nonprofits should use informative appeals rather than emotional ones so that the audience is given as much information as possible to come to a decision on where their money would be more helpful. However, will more information encourage donors to give to the most deserving charities or will they be put off by the information offered?
Another, interesting point that the Repositioning article mentioned was the fact that younger individuals are being proactive and initiating contact with nonprofits rather than waiting to be contacted. This is obviously a product of our technologically driven society. Does this mean that today’s generation is more research based? And if so, is it due to the fact that more and more people are cautious of what their money is being used for?
The idea that potential donors are actively researching potential nonprofits to donate to should invigorate and scare charity organizations. This means that they have to put their best foot forward and truly accommodate donors’ needs and be accountable to them. If this includes providing information that they wouldn’t normally (where the money goes) then they need to realize that it’s a new ballgame and all because of the investigative nature of their new donors.
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