Market Research Study, Case Study Example

Date: October 3, 2012

Subject: Research Strategy

To: The Board of Directors

From: Marketing officer

Background

This memo is a follow up to the recommendations of the last board meeting concerning a market research study to find out what motivates current donors to donate. A market research is necessary for the organization to come up with desirable marketing strategies to attract and maintain donors. This will be of enormous help in these hard times when we need more than before to offer for the hungry families.

Recommendations

• Carry out a survey and case studies
• Knowing what motivates donors will enable the organization make informed marketing

The ideal sample

Case studies will help us draw relationships of donor giving and the factors that motivate them. The loyalty of donors revolves on interest and relationships. When donors receive proper rewards and solicit, they continue giving (Rosen, 2010, p.45). There is a need to involve donors in organizational programs in order to make them feel and own our programs. Surveys will be crucial in data collection because they are not expensive to conduct.

Number of completed surveys

We need three completed surveys to draw valid conclusions. A single survey will not be enough in this case. We also need case studies of at least five non-profit organizations.

Techniques

Techniques should include an outline of factors, which influence donors in giving. The case studies should carry crucial data such as the patterns of giving by donors to the organizations. The report should include the ways employed, by organizations, to improve donor giving since these will be invaluable in helping in motivating them. The report should also consider weaknesses in the organizations for us to get points to perfect.

References

Rosen, M., J. (2010). Donor-Centered Planned Gift Marketing. Hoboken, NJ: Wiley & Sons.