goal for this study was to understand how effectively nonprofits communicate their value proposition (think: case for support) to potential donors.
The results are presented in the report,
"Why Should I Give To You," a fascinating look at how many nonprofits get this wrong - and at those that do it right.
NextAfter staff reached out to 127 large nonprofits from a variety of fields and across 4 "channels" (website, email, phone, social media), with this: "I am thinking about giving a gift to your organization...Why should I give a gift to your organization rather than some other organization, or not at all?"
They then created an aggregate score based on clarity, appeal, exclusivity and credibility of these organizations' value propositions.
(One of their initial, unexpected and disappointing findings was that more than one-third of nonprofits didn't respond at all to their query!)
NextAfter staff then conducted online experiments designed to optimize the value proposition with a variety of nonprofits, then presented the results in a series of interesting case studies, which comprise the second half of the report.
Given the value proposition is critical to successful fundraising, we highly recommend you check out their findings - it's an easy read!