Evaluating a Nonprofit Brand
Key concepts: Branding • Nonprofit • AAU Study • In-depth Interviews • Online Research
An enormous public foundation that invested in large community projects according to well-defined objectives wanted to understand its brand’s relevance three years after a natural disaster. Saurage Research conducted exhaustive internal qualitative in-depth interview as well as a large-scale quantitative Attitude, Awareness and Usage (AAU) study with more than a dozen identified stakeholder groups.
RESULTS: The findings revealed that although investment areas remained on-target, perceptions of the foundation brand had changed dramatically since the disaster event. Therefore, the foundation reworked its strategic communications plan to address the market through new media vehicles using an updated, more-relevant messaging strategy. Response by constituent groups was initially favorable and is continuing to be measured.