A nonprofit organization was struggling with brand messaging related to critical member drive campaigns. Low response rates were impacting enrollment, and the leadership team was concerned about declining membership, financial underperformance, and potential harm to overall brand perceptions.
We designed a five-phase qualitative and quantitative approach to understand the overall landscape, identify the key barriers to organization engagement, and test current and alternative messaging options to drive membership. The research looked at opportunities and barriers via a comprehensive quantitative survey which fed into Real Time Concept Optimization (RTCO) to test and refine campaign concepts, culminating in quantitative validation of the final ideas. The research journey was anchored with a two-day onsite immersive activation work session with representatives from various business units across the organization.
During the research phases, we hosted mini-work sessions with the stakeholders to review the learnings over time. The research showed that the messaging was underperforming because the audience was reacting negatively to the current content.
The research data, including statements from the organization’s members and prospects captured during qualitative sessions, made a strong case that the messaging had negative implications that caused potential members to be reluctant about engaging with the organization.
By testing and optimizing new messaging using RTCO, the team was able to update the member drive campaign and all supporting elements along the customer journey such as outreach, education and onboarding messaging.
By testing and optimizing new messaging using RTCO, the team was able to update the member drive campaign and all supporting elements along the customer journey such as outreach, education and onboarding messaging. The team was able to reach its member goals, and follow-up research is currently underway to ensure the ongoing campaigns and brand initiatives are delivering strong results.
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