Below is a sample case study to offer insight into our process:
Case Study: Balancing Community-Building with Cash Flow: Helping a Non-Profit Live Up To Its Mission While Growing Their Brand
Research Objectives and Methodology
A non-profit organization focused on land preservation, local agriculture, and education was struggling to determine the best way to grow a community land preserve under its management. The preserve wanted to be known as a community hub and destination for fun family events, but was struggling to increase visitorship and achieve its full potential.
To identify the unique needs of the community and ways that the preserve could respond to those needs, we conducted in-depth phone interviews among several groups: key stakeholders in the community; potential community and business partners; and residents who had engaged with the preserve in various ways. Building on the knowledge gained through the interviews, we then designed and conducted an online survey of residents in towns surrounding the preserve to determine residents’ general awareness and interest in its current and potential offerings.
Research Findings
Awareness of this specific preserve as well as the overarching non-profit organization was low among community residents, even among groups such as young families who were most likely to be interested in what the preserve had to offer. We also discovered that the preserve was missing opportunity with a specific program it offered. While residents were interested in the idea of this program, many were unlikely to sign up or continue participating due to dissatisfaction with specific aspects of the program.
Recommendations
To increase program participation and member retention, we recommended offering alternative formats that give members more flexibility and customization. We also discovered that even though residents were interested in the types of events the preserve offered, their lack of familiarity with the preserve prevented them from going. We recommended that the preserve improve its signage on the well-trafficked road and hire a dedicated staff member for marketing and outreach to promote the preserve in the community. To strengthen its image as a community hub, we recommended that the preserve regularly host signature family-friendly events, which have begun to prove successful. Additionally, the preserve should expand its existing offerings in ways that encourage residents to visit frequently and spend more time on the grounds. As residents become more familiar with the preserve and start to see it as integral to their community, it will become easier for the preserve to attract new visitors and fully live up to its mission of inspiring the next generation to appreciate and engage with the preserve’s legacy.
