Nonprofit research matters because a good cause doesn’t automatically turn into support. Nonprofits have something many companies struggle to build: A reason for being that matters. They have powerful stories to tell about missions that have impact. Without research, however, the powerful story might get lost, messages might not motivate, and approaches may not be effective in generating financial support.

Nonprofit research into strategy, marketing and messaging, and fundraising answers important questions:

  • What do people actually understand about the problem you are solving?
  • What might motivate them to act?
  • What gets in the way of donating or participating?
  • Which audiences are most likely to care about what you do?
  • What language makes your mission compelling, relevant, and urgent?
  • How can the organization tell its story more clearly?
  • What builds trust?
  • Which fundraising appeals are most likely to work?
  • How should messaging be fine-tuned for donors, volunteers, advocates and populations served?
  • Is the organization talking about itself when it should be talking about the audience?

Nonprofit research success stories

The organizations below wrestled with similar questions. Rather than make assumptions, leaders sought insight and evidence in making strategic and tactical decisions that moved their organizations forward.

North America: Operation Smile

This organization got its start when two American doctors traveled to the Philippines to provide surgery for children with cleft palates. Using their personal connections and grassroots efforts they helped hundreds of children.

The organization’s ambitions grew beyond helping with cleft palates. It became evident that children needed access to safe, high-quality, comprehensive healthcare. The organization needed to extend its support beyond the reach of the founding family as a team of professional leaders began replacing family members.

The organization embarked on an extensive nonprofit research program talking to existing and potential donors, healthcare providers, health officials in countries around the world to answer the question about how people perceived Operation Smile, where that perception could limit its future, and what broader story could bring more people into the mission.

The organization used the findings to transform the mission beyond cleft surgery into a global healthcare organization with more than 6,000 volunteers, programs in 37 countries and more than 500,000 patients treated.

Europe: Shelter

This U.K. charity is addressing the problem of homelessness. Under the name National Campaign for Homeless People, it has been in operation since 1966. As the organization evolved around activism and confrontation, they sought to an identity to conveyed its new strategic direction. From the old “We help people who don’t have a home,” they evolved to “We are going to fight the system that prevents people from having a safe home.”

The organization used market research before, during, and after the rebrand. They wanted to better understand how different groups viewed the organization and how they could shift from being seen as a charity to a movement. They particularly wanted to understand how people under age 45 viewed the organization after the launch.

Audience research helped it understand different audience segments and identify the best channels for reaching them. Brand-health research established a baseline and then tracked key measures before, during and after the rebrand. Shelter also conducted custom research to support its marketing, policy and media teams.

The result was a stronger identity that was more meaningful to supporters. The organization enjoyed major gains in unaided awareness and donation consideration. Shelter uses ongoing research to continue to sharpen its media strategies and fundraising campaigns.

Latin America: TECHO

This organization helps needy communities in 18 countries in Latin America and the Caribbean with housing, water, electricity and sanitation, leadership and development, and policy advocacy..

Nonprofit research is intrinsic to the work that they do. The organization conducts field research in communities where it works. The research has included large-scale settlement surveys across multiple countries. One regional study, for example, drew on a database of 651 settlements, using stratified random sampling to examine conditions across countries.

The organization uses the results to design programs, demonstrate impact, advocate for policy change, and to raise money. TECHO used audience insights to design effective campaigns. In one regional campaign across Chile, Argentina, Brazil, Colombia and Peru, the organization developed an unconventional online fundraising campaign that generated 2.7 million website visits, reached 10.4 million people on social media and raised more than $100,000.

APAC: Singapore After-Care Association

The Singapore After-Care Association (SACA) provides welfare and rehabilitation services for people leaving prison and their families. They help with rehabilitation, welfare, and community support.

The organization has long relied on a relatively small group of regular corporate donors. It wanted to expand that donor base and increase fundraising capacity. Rather than guess what might motivate donors, the organization used nonprofit research to test different appeals.

It used three approaches across 599 corporate organizations. One approach was dramatically better than the others. SACA moved forward using a straightforward message to expand their donor base and the size of each donation.

Middle East/Africa: The Big Heart Foundation

This nonprofit based in the United Arab Emirates supports refugees and vulnerable children affected by conflicts around the world with food rations, cash vouchers, and multi-purpose cash grants (MPCGs).

For its Ramadan campaign, the organization sought to connect potential donors with the individual people who needed help. It conducted field research with beneficiaries, asking them to share their personal experiences and stories. It then partnered with influencers and media personalities, who told the beneficiaries’ stories through a coordinated series of videos and social posts.

The research allowed the organization to make its communications personal without sacrificing the dignity of the people it served. And instead of asking donors to respond to an abstract demographic or statistic, the campaign used research to uncover the human stories behind the issue.

Relying on assumptions is risky

The Motor Neuron Disease Association wanted to follow up on its highly successful “Ice Bucket Challenge” campaign for raising money for Amyotrophic lateral sclerosis (ALS) research. They came up with a campaign called “Last Summer” to remind people that life can change dramatically in a very short time for people with this disease.

No one thought to test the campaign that featured a man with MND and the line:

“Last summer I was the only person I knew who didn’t do the ice bucket challenge. Five months later I was diagnosed with motor neuron disease.”

While the organization wanted to talk about how quickly life can change, the public saw something different: If you didn’t participate in the Ice Bucket Challenge, you could develop MND.

Rather than build success upon success, the campaign sparked strong backlash. Simple message testing could have saved the organization from a failed campaign and a blow to its reputation.

Nonprofit research types

Organizations use a variety of research techniques that are similar to those used by commercial companies. These include:

  • In-Depth Interviews: Understand what donors, members and supporters really think and need.
  • Focus Groups: Learn what resonates with people and what doesn’t.
  • Quantitative Research: Find out who is most likely to join and what motivates them.
  • Desk Research: Identify new opportunities, audiences and areas for growth.

Research keeps the mission going

Nonprofit research helps organizations understand their audiences, tell better stories, raise more support and find new opportunities. But research should not be a one-time effort. Ongoing monitoring and tracking help nonprofits stay relevant, respond to changing needs and continue growing their mission.

Frequently asked questions about nonprofit market research

What is nonprofit research?

Nonprofit research helps organizations understand their audiences, improve their messaging and make better decisions.

Why do nonprofits need market research?

Research helps nonprofits raise more support, strengthen their mission and identify new opportunities.

How often should nonprofits conduct research?

Research should be ongoing. Regular monitoring helps nonprofits stay relevant as audiences and needs change.