Client Overview
A non-profit organization which depends on membership donations has to have a clear purpose which aligns to what members want to see being achieved, demonstrable values that underlie that purpose, but also, being human, members often want to see how they can personally (or as a company) benefit from such a organization.
It also happens that the details within its purpose can change over time - OUTA was initially established to oppose e-toll in Gauteng. Later the focus shifted to investigating spending of taxpayers' money within parastatal entities in SA.
The Challenge
When it became evident that the SANRAL e-toll system might collapse or be scrapped, the company needed to establish perceived intent of contributing members to continue their support. For its future viability, OUTA had to establish which motivators initially encouraged members to join, their perceived success of the company and if the newly formed goals still align to members' willingness to participate.
The Solution
It was important to establish a methodology which provides accurate quantitative results, but also deeper understanding of members' experiences and perceptions relevant to the NPO.
A representative sample had to be achieved from different joining periods, occupations, age groups and regions of the country.
Feedback and scoring related to a number of issues, such as:
- Reasons for joining in the first place.
- Trust in the ability of the NPO to create successful results for the individual, company or country.
- Intention to remain a contributing member under changing circumstances and NPO priorities.
- In which other social society aspects and NPO's are members involved in.
The Outcome
It is important that executives can use research and investigations to make accurate predictions and formulate successful strategies.
The results assisted OUTA during its transitioning period:
- To understand the various profiled members' motivations, perceptions, needs and intent.
- Formulating relevant future projects and communicating this in a timely manner to members.
- Financial planning taking prediction models' calculations into account.
