Your Opinion Matters
Editor’s Note: MagnifyGood is a communications consultancy that magnifies the good of the social sector using strategic communications.
If you are attending SECF’s Annual Meeting in Orlando, you will have an opportunity to participate in an important step the organization is taking. SECF has partnered with us to conduct research focusing on the benefits of SECF membership, both to you and to your foundation. Your input is vital to the success of the project and demonstrates your commitment to SECF.
The research process involves your input on statements that reflect perceived benefits of SECF. We hope you will take the time to review several statements about SECF membership and tell us how you feel about each one. Your participation is a way to support SECF while at the meeting and long term.
The research that we are conducting assists us in uncovering emotional insights that connect SECF members and prospective members with a shared worldview. Your observations and experience, along with your aspirations for the organization, will inform the messaging and ways that the organization will communicate with you.
Here is an example of how our research process works:
In 2015, the Community Foundation of Sarasota County set out to understand their donors and learn how to connect with them in a meaningful way. Through a similar process to the one being conducted for SECF we learned that:
These findings led to the creation of the Be the One video which shows how one donor’s contribution has the potential to impact a person, a cause and a community.
Foundations and other organizations have used this style of research to gain insights into what motivates donors and members to become strong proponents and loyal supporters. While all of us may have strong opinions about why donors and members make their decisions, we ultimately need to know how they really feel about an organization. Rather than provide people with a blank slate and ask them in a focus group setting to become instant experts on an organization, we find it much more useful and accurate to present them with options and gauge their interests. We conduct Magnification Instrument Testing™ with statements that feature a singular aspect of an organization and the benefit that it provides. We ask people to evaluate the appeal of the Magnification Instruments, then we use the finding to develop compelling messages, materials, and other forms of content such as video and email campaigns.
We hope you find time in Orlando to view our Magnification Instruments for SECF and participate in the research. We will be in the exhibit area all throughout the conference.
Roxanne Joffe is founder and president of MagnifyGood.