This client was a leading, 30,000-member charity working towards a cure for Type 1 Diabetes and its complications.
The client initiated a campaign to increase the level of participation (financial and otherwise) among current members and build its membership base. KRC was tapped to ascertain the size of the population that might be inclined to support the organization and determine a realistic expectation for growth. KRC was also asked to aid in the development of strategies that balanced efforts to increase member participation with efforts to expand overall membership.
KRC developed and implemented a two-phase research program:
Based on the research, KRC provided the client with several key insights allowing them to better understand their current activities and uncover opportunities to expand. Findings included:
KRC also delivered recommendations for addressing primary barriers to support; and guidance on the specific language and messages most likely to increase and motivate potential donors and members.