About this Case Study 

This case study provides an example for marketing agencies seeking to evaluate their brand presence and optimize their outreach strategies. If you are in the fundraising or marketing sector, this case study is for you.

This case study focused on assessing awareness and perceptions of RKD Group among non-profit professionals, with a specific goal of identifying strengths, weaknesses, and opportunities to refine their marketing approach.

Summary

RKD Group conducted a study to gauge awareness of their services within the non-profit sector and understand how their brand and marketing efforts were perceived. The survey included a mix of respondents familiar and unfamiliar with RKD, offering a balanced view of brand recognition and potential growth areas. These insights are intended to guide RKD’s future strategies.

Here’s the Challenge

Despite RKD’s established presence in the fundraising space, a significant portion of the surveyed sample—largely comprising individuals from smaller or religious non-profits—reported being unfamiliar with the brand. The challenge was to understand this gap and identify actionable strategies to improve brand visibility and engagement.

Here’s the Idea

We designed a survey to explore:

• Awareness of RKD Group and its services, with at least 50% of respondents indicating some familiarity.
• Marketing channels and strategies used by respondents.
• Perceptions of RKD’s strengths and weaknesses among those familiar with the organization.
• Preferred attributes of direct marketing fundraising agencies, such as strategy, data management, and creative services.

By ensuring a 50/50 split between those aware and unaware of RKD, the survey captured balanced feedback.

Here’s the Execution

A quantitative survey was conducted with 200 respondents from the non-profit sector. Key components included:

• Rating reliance on traditional versus modern fundraising methods.
• Identifying effective fundraising approaches.
• Measuring willingness to partner with a single agency.

Respondents were filtered to include non-profit professionals, ensuring relevant and actionable insights.