The book you need most for your nonprofit isn’t available at your public library or local book store; it is one you need to write yourself. You can write the book on the people you want to reach by doing original research. Doing primary research isn’t just a nice idea, it is vitally important to the success of your organization. Primary research doesn’t have to cost an arm and a leg, but it is not free. To be effective, your organization will have to make an investment in it.
Here are a few benefits gained from doing primary research:
- Helps you while defining the purpose of your marketing.
- Listening can keep you from making stupid mistakes. Ask your spouse.
- Gives you a realistic picture of your present situation.
- Identifies and creates competitive advantage.
- Information fuels creativity.
- Helps identify and segment your target audiences.
- Clarifies your niche in the market.
- Provides insights into how to differentiate your products, programs, and services.
- Keeps you in touch with trends in the changing marketplace.
- Useful in developing your nonprofit’s identity.
- Gives you the outsider perspective, seeing through the eyes of others.
- Gauges perceptions, satisfaction, and awareness.
- Clarifies which marketing mix and media channels are best.
- Changes mistaken assumptions in your organization.
- Beneficial for prioritizing budget planning.
- Makes practical use of response data, sales metrics, membership, and donor records.