About this Case Study
This case study provides an example for non-profit organizations seeking to refine their brand strategy and strengthen donor relationships. If you are in the non-profit sector with a focus on donor engagement or brand management, this case study is for you.
This case study focused on understanding donor attitudes and awareness of Michigan Humane’s mission, evaluating messaging effectiveness, and exploring motivations to support animal welfare initiatives in the state of Michigan.
Summary
Michigan Humane, in partnership with RKD, conducted a research study to evaluate how their messaging resonated with potential donors across Michigan. By examining donor motivations, perceptions of animal welfare, and familiarity with the organization, the study provided actionable insights to refine outreach strategies and enhance engagement.
Here’s the Challenge
Michigan Humane needed to assess how effectively their messaging communicated the importance of animal welfare and how well potential donors recognized their efforts. Additionally, they sought to identify the messaging themes and motivations most likely to inspire donor support.
Here’s the Idea
To address these challenges, we designed a survey that examined:
- Donor familiarity with Michigan Humane and their programs.
- Importance of various animal welfare initiatives, such as rescue efforts and education.
- Preferences for messaging themes, such as emotional stories and transparent impact reporting.
- Motivations for supporting animal welfare causes, including local impact and compassion for animals.
Here’s the Execution
A quantitative survey of 207 respondents was conducted, targeting potential donors across Michigan. Key components included:
- Questions about the importance of animal welfare and familiarity with Michigan Humane.
- Ranking exercises on messaging themes, such as personal stories versus factual reporting.
- Exploration of donor motivations, including empathy, local impact, and advocacy.
Respondents were screened to ensure relevance, focusing on individuals with an interest in charitable giving and animal welfare.
Here’s the Positive Outcome
Two key findings emerged:
- Messaging Preferences: 32.37% of respondents found testimonials and quotes from individuals most compelling, followed closely by emotional animal rescue stories (28.99%).
- Familiarity: 35.75% of respondents were “very familiar” with Michigan Humane, and 45.89% were “somewhat familiar,” indicating a solid recognition foundation with room for growth.
Applications to Business Objectives
The findings empower Michigan Humane to:
- Prioritize storytelling in their campaigns, leveraging personal testimonials and animal rescue narratives to connect emotionally with donors.
- Strengthen their educational and outreach efforts, as 43.48% of respondents rated community education on animal welfare as “very important.”
- Build on their existing familiarity by amplifying their presence through targeted campaigns, particularly focusing on their mission and local impact.