About this Case Study
This case study provides an example for non-profits operating across diverse regions, seeking to understand donor motivations and regional differences to enhance outreach strategies. If you manage a multi-state division with unique demographics, this case study is for you.
This case study focused on donor attitudes, motivations, and preferences across Colorado, Wyoming, Montana, and Utah. The findings highlighted both shared values and distinct regional dynamics, providing actionable insights for The Salvation Army’s Intermountain Division.
Summary
The Salvation Army, in partnership with RKD, conducted a multi-state survey to assess donor attitudes toward its programs and services. By comparing responses across Colorado, Wyoming, Montana, and Utah, the study revealed significant variations in donor awareness, motivations, and perceptions of impact, informing tailored strategies for each region.
Here’s the Challenge
The Intermountain Division sought to understand how regional cultural, religious, and socio-economic factors influenced donor behavior. In particular, Utah’s large Mormon population presented unique challenges and opportunities for engagement compared to other states in the division.
Here’s the Idea
We designed a survey to explore:
- Awareness of The Salvation Army and its programs
- Key motivators for giving
- Preferred causes
- Regional differences in trust drivers
By incorporating state-specific questions, the survey captured the unique context of each region.
Here’s the Execution
A quantitative survey was conducted with 312 respondents across the four states. Key elements included:
- Questions about regional services, such as awareness of food pantries and disaster relief programs.
- Tailored questions for Utah respondents, focusing on alignment with Church of Jesus Christ of Latter-Day Saints values.
- Evaluating perceptions of The Salvation Army’s communication effectiveness
The sample represented diverse demographics and ensured statistical relevance for actionable insights.
Here’s the Positive Outcome
Two key findings stood out:
- Regional Engagement: Montana and Wyoming respondents showed higher familiarity and positive perceptions of The Salvation Army’s impact, while Utah respondents expressed more cautious interest, emphasizing the need for culturally sensitive messaging.
- Universal Motivators: Hunger and emergency relief emerged as top priorities across all states, providing a unifying theme for divisional campaigns.
Applications to Business Objectives
The findings empower The Salvation Army to:
- Tailor messaging in Utah to align with LDS values and address lower familiarity with organizational impact.
- Emphasize hunger and emergency relief programs in divisional campaigns to resonate with shared donor priorities.
- Strengthen communication strategies in Colorado and Wyoming to build on existing positive perceptions and trust.