A prominent non-profit organization needed to know how much the community around them knew about the organization itself. Just about everyone was aware of the organization, but how deep did that knowledge go?
Of course, our research answered the basic awareness question. But, because the client really wanted to know how best to communicate its strengths, we also did a deep dive into the core values and priorities of the community as they related to our client’s mission. The learning from this exploration was critical for understanding what mattered to the larger community.
While surface awareness was high, it turned out that much of this particular community was not specifically aware of the scope of the work this organization facilitates. When respondents were exposed to this information in the course of the research, they were both surprised and impressed. The organization was doing work that resonated strongly with our respondents’ values and desires, the community just wasn’t fully aware of it.
Equipped with a deeper understanding of its audience, our client was able to build a campaign to not only raise awareness, but to strengthen its relationship with its community.