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Posts Tagged ‘Using Focus Groups’

focus1There is no unanimous agreement on the benefit of focus groups, or even how to conduct focus research or use what is learned from it. Done well, however, focus groups can be a source of information.

At the Direct Marketing Association New York Nonprofit Conference, Dana Weinstein, membership director of the United States Holocaust Memorial Museum (USHMM), and John Perell, manager of direct marketing, research and analytics at the American Red Cross (ARC) national headquarters, talked about focus groups their organizations conducted and the knowledge they gleaned from them.

The results for the museum:

  • There was little to no idea of the USHMM work. It was an unknown entity.
  • Commonly used language describing its public-private partnership (federal support and nationwide donors) did not resonate.
  • Despite deep probing, messaging to war veteran audiences did not resonate.
  • The genocide message resonated well.
  • Anything “America” or “national conscience” did not resonate. Strong language and images ranked high.

For the ARC:

  • The Red Cross is synonymous with “disaster relief.”
  • Disaster relief is so powerful that it dwarfs the importance of other American Red Cross activities and services.
  • Emphasis on disaster relief does little to build the local brand.
  • The need exists to create a chapter identity.
  • The strongest case celebrates the power of giving.


Source:
The Nonprofit Times

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