Challenge: 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.

Research Solution: KRC developed and implemented a two-phase research program:

• A large scale quantitative survey designed to accurately determine the number of people inclined to support the organization’s work, and measure their awareness of the organization.
  
• Focus groups and in-depth interviews to determine perceptions about the organization and others in the space, the barriers and drivers of support, and to test messages for attracting new members and/or encouraging greater participation of current members.

Results: 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:

• A statistically accurate picture of the size of the population inclined to support their mission
• A clear picture of how patients and their families view the organization and alternative organizations
• An understanding of how key audiences differ from one another
• Identification of the key drivers in active and long-term support

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.